Any rebrand of a large company is big news these days, with the internet allowing bloggers and tweeters to have their say and leaving those on both sides of the designer-client relationship open to comment and criticism.
One of the biggest targets for such criticism is the shift in business ethics and customer communications to a more environmentally aware position, and specifically whether the motives behind this are genuine.
British Gas is the latest in a long line of corporate organisations to be accused of jumping on the “green” bandwagon. The rebrand isn’t a huge departure from their previous identity, but the introduction of a little green and a change to the logo’s shape has found them lumped into the same category as other high-profile brands such as BP and McDonald’s. These are companies that have come under intense pressure over their business practices, and then been derided for what some see as cynical attempts to change their image.
It certainly seems that the British Gas image has been softened, and when any rebrand introduces green eyebrows will be raise. Perhaps even more telling is the transition of the flame to a more leaf-like shape. Whether these are the tell-tale signs of greenwashing is up for debate, but there is no doubt that with environmental issues at the forefront of the public consciousness, this trend isn’t going away any time soon.
What do you think?
Green issues aside, feedback so far in the design community seems to be one of disappointment. A lot of designers are saying that it looks too chunky or that it will date very quickly. If you have yet to see the new rebrand in action, then its live on the British Gas website and you will of course see it on the back of British Gas vans – go take a look and let us know what you think.