20th June, Madrid, Spain – Saffron Brand Consultants has revealed the evolution of the Repsol brand to adapt it to the company’s strategy. This strategy responds to the energy needs of society, with a firm commitment Con toda la energia (“With all the energy”) to offer those solutions that best suit each one. In partnership with Saffron and Repsol’s team, the brand has been developed across all areas of the business.
At a time of rapid change in the energy sector, the transformation strategically repositions Repsol as a future-facing, people-centred brand. Saffron has advised Repsol on a series of projects that have evolved the brand to support its strategic evolution within the energy industry. Starting with the reinvention of the Repsol brand, Saffron has created an evolved brand to establish even more its position as a relevant company within the multi-energy industry and build its reputation with B2C audiences while increasing the brand’s relevance with society at large.
The brand has evolved from the original Repsol identity to build on its existing strengths, such as trust, quality and leadership, without losing its core equity. At its heart, Repsol represents a multi-energy, people-centred, dynamic and inspiring brand, capable of forming meaningful connections with the future.
Solidifying Repsol’s position within the multi-energy industry was the strategic anchor for the refresh. ‘Confluence’ was the creative concept – the brand’s new design system and approach, rooted in the idea that all the energies, touchpoints and expressions come together in harmony to power the next chapter of Repsol.
The new Repsol symbol retains its iconic silhouette, now brought to life with depth and movement, reflecting the dynamism of a company in transformation. The symbol moves across communication contexts to create moments of emotional connection with Repsol’s audience – flexible language, flexing without losing its essence. The bespoke ‘Sole Repsol’ typeface and colour gradients complete a visual system that is expressive, coherent, and adaptable across all touchpoints and all without losing recognition or legacy.
Saffron has helped Repsol strategically evolve its brand to reflect its reality, bringing new meaning and behaviour to the brand.
Repsol is a global energy provider and one of Spain’s most iconic companies, shaping the country’s economic landscape and daily life. In the race for the energy industry to shift its business models, Repsol has undergone a major business transformation over the past few years.
Valero Marín, Executive Managing Director of Client, and Member of the Executive Committee, at Repsol, said: “This evolution of our brand is not just a matter of visual identity; it is the tangible expression of our ambition to lead the energy transition. Together with Saffron, we have built an identity that clearly reflects our role as a multi-energy company, ready for the future.”
Marcos Fraga, Director of Communications and Brand, at Repsol, said: “Evolving a brand as recognised and valued as Repsol required a delicate balance: progressing without losing who we are. Thanks to Saffron’s work, we’ve achieved exactly that. Their approach has preserved the essence of our identity while giving it new meaning—more vibrant, more flexible, more contemporary.
“Saffron understood that our brand is not just a logo, but a strategic expression of who we are and where we’re going. They have helped accompany our transformation with an identity that signals leadership, innovation, and closeness. Today, Repsol projects a unique personality—reconnecting with customers, employees, and society, and reinforcing our purpose and ambition.”
Jacob Benbunan, CEO at Saffron Brand Consultants, said: “Repsol was the very first client I had the privilege to work with as a brand consultant back in 1991, working hand in hand with its Chairman, Oscar Fanjul and of course, Wally Ollins. At that time, the fact that a leading oil and gas company would embrace such a disruptive visual identity was, without a doubt, exceptional. Repsol was born as an exceptional company, and it deserved an exceptional visual identity.
Today, 34 years later, I am proud to have led the brand to a new standard in the energy sector. The work marks the shift from a product-facing organisation to a future-facing one. Its rebrand positions Repsol as the leader in the energy transition while preserving its core traits of trust, quality and leadership.”
Project Partners include: Dalton Maag on typeface development and FutureDeluxe for 3D and materiality.
