British Gas has a new identity, which will be rolled out in full between now and January. Interestingly, it has been designed by an advertising agency: CHI & Partners, who also look after the energy company’s ad work.
The new logo is an updated version of the previous British Gas logo, shown below, which has been in use for the past 17 years.
The flame from the previous logo has been replaced in CHI’s new mark with a more abstract shape, that is in part green, perhaps in an effort to reflect a more environmentally conscious outlook by the company.
CHI won the pitch for the work over design and branding practices Landor, Heavenly, and The Partners.
CHI has previously completed branding projects for RBS and National Express, while Saatchi & Saatchi recently announced the launch of Eighty, an in-house brand design company.
In other parts of the world, ad agencies routinely create brand identities, sometimes, as happens in India, even doing the work virtually for no cost in order to secure other more lucrative areas of a client’s business. Are we about to see a similar shift in the UK?