Total is one of the leading companies worldwide in the oil business and chemical producer. It operates in more than 130 countries all over the world. In the Czech Republic the brand is visible on automotive lubricants and on motorsports activities such as F1, motoGP or Dakar rally. Our task was to come up with the brand identity for their new project, Bitumen Academy. The aim of the Academy is to expand the knowledge in the field of bituminous binders, mixtures and disorders of roads thought the training courses.
From the logo survey, we got all necessary information from the client. Bitumen company did not have any colour preferences neither symbols associated with the brand. Their main requirement was only to include the graphic with the name of the company. The sort of the style that the company envision was described as masculine and modern. Innovative, professional and serious, those were the adjectives how the logo should be perceived by the user.
We proposed several options and in following rounds we developed the logo concept using the asphalt texture. After the logo was chosen, we created the full corporate identity manual and helped with the leaflet and letterhead designs as well.