Petrolimex launched its new brand identity in Hanoi on 3/2. This strategic move aims to adapt to the rapidly evolving energy industry and expand its operational scope. The rebranding reflects a deeper adjustment in strategic thinking, service methods, and overall positioning to prepare for long-term growth.

Tran Tuan Linh, member of the board of directors and head of the project steering committee, speaks about the three foundational values of the new identity. *Photo: Petrolimex*

According to Petrolimex, the new development positioning is built upon three core values: "heritage - dedication - pioneering". These values inherit decades of foundational trust and contributions to Vietnam's petroleum industry, while being streamlined and updated to suit the shifting energy landscape.

The company defines "heritage" as a foundational value, formed from societal trust and the continuous contributions of previous generations to Vietnam's petroleum sector. This value continues through a spirit of responsibility, steadfastness, and innovation in each development stage.

"Dedication" is manifested in how Petrolimex organizes operations and serves customers. The company places people at the center, aiming to elevate service standards and ensure every interaction with customers, partners, and the community is consistent, transparent, and efficient.

In parallel, "pioneering" serves as a driving force for adapting to changes in the energy industry. This value is reflected in a proactive spirit of innovation, applying technology, and seeking sustainable development solutions to create long-term value for customers and society.

A Petrolimex representative stated that the three core values are connected by the philosophy of "synergy", emphasizing coordination between internal and external resources. Based on this, the group defines its development direction with three pillars: inheriting heritage values for transformation, fulfilling commitments with a spirit of dedication, and using innovation and pioneering as drivers for sustainable growth.

The company's new brand identity. *Photo: Petrolimex*

The new development positioning is conveyed through an identity system featuring a modern design, balancing technology, emotion, and sustainability. The Petrolimex logo continues to inherit the familiar "P" emblem, restructured with modern geometric language and flexible lines. The negative space "1" combined with an upward-pointing arrow at the center represents the spirit of synergy, aspiration, and development orientation.

The "P" emblem was first unveiled by Petrolimex at its 35th anniversary celebration on 12/1/1991, becoming a recognizable symbol associated with the brand for decades. On 12/1/2012, the company further updated its identity system, retaining core elements of the "P" emblem but adjusting it to suit a new development phase.

The two traditional colors, orange and blue, are retained and refined for a more dynamic look, suitable for the digital environment. The company states that orange represents energy and vitality, while blue signifies technology and innovation. A unique typeface and synchronized graphic patterns are designed to enhance recognition and ensure consistency.

Vietnam National Petroleum Group (Petrolimex), formerly the General Petroleum and Oil Products Corporation, was established on 12/1/1956. It plays a crucial role in ensuring supply and developing Vietnam's petroleum market. After over 70 years of development, amidst a rapidly changing energy industry, Petrolimex states that repositioning is a necessary step to adapt to its expanding role and scope of operations.

At the launch event, Pham Van Thanh, Chairman of the Board of Directors of Vietnam National Petroleum Group, said Petrolimex has experienced many development stages, each posing new requirements for approach and operational methods. According to him, refreshing the identity is not about changing appearance, but reflects a deeper adjustment in strategic thinking, service methods, and positioning in the new context.

Thanh emphasized that the new identity system marks the continuity between the heritage foundation built over seven decades and the spirit of innovation in the next development phase. The event is a preparatory step to build a clearer, more modern, and consistent brand language, thereby strengthening competitiveness and preparing for long-term goals.

For this change, the new brand identity and value system were spearheaded by Petrolimex, in collaboration with Zeit Media – a media, brand-building, and event organization unit established in 2013. In the next phase, the new identity will be implemented systematically across the entire network according to a unified roadmap, ensuring operational consistency and standards for image, products, and services.

Hoang Dan