On 3/2, the company unveiled its new brand positioning and logo. This move comes as the global energy sector experiences significant impacts from the green transition, digital transformation, and shifts in consumer behavior. According to the group, this brand repositioning is a strategic step to synchronize its vision, operating model, and engagement with customers and society.

Luu Van Tuyen, board member and general director of the group, speaks about the context of the repositioning. *Photo: Petrolimex*.

Reflecting on its 70-year journey, each brand adjustment milestone has paralleled the company's development and the economy's evolution. Since its establishment in 1956, the Petrolimex brand has been linked to ensuring fuel supply, serving the essential needs of the economy.

In 1991, the "P" emblem was first introduced, marking a shift in identity standardization as the company expanded operations and gradually entered market mechanisms. During giai doan 2012, the identity system was further refined, retaining core elements but adjusted to suit the integration phase and modern management requirements.

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

For this fourth repositioning, the company not only adjusted its image but also re-evaluated and clarified its long-term development direction. The new identity system reflects a modern operational structure and a more flexible approach to the market, while inheriting the foundational values built over decades.

Pham Van Thanh, board member, at the new brand identity launch event. *Photo: Petrolimex*.

Specifically, the repositioning strategy is based on three core values: "heritage - dedication - pioneering." These three values are connected by the "synergy" philosophy, emphasizing synchronized coordination between internal and external resources. Following this direction, Petrolimex aims for unity in thought, action, and operational standards across its entire system, from its headquarters to its nationwide distribution network.

Building on this strategy, the new identity system is designed as a tool to convey its development positioning. The logo and visual language inherit the familiar "P" emblem, while being restructured for a more modern, flexible approach, suitable for the digital environment and diverse application requirements. The main colors are refined to balance technology, emotion, and long-term sustainability.

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

Petrolimex states that the new identity system will be implemented synchronously according to a unified roadmap, linked to the standardization of operations and the enhancement of product and service quality. Through this, the company aims to strengthen its competitiveness and affirm its role as a leading energy enterprise in the next development giai doan. As the energy sector continues to change rapidly, Petrolimex views its brand repositioning strategy as a necessary preparation to maintain its identity, adapt, and contribute sustainably to the economy and society.

Hoang Dan