Revamping Schlumberger’s Branding Guidelines

Background

Schlumberger, a leading Oil & Gas services company, recognized the need to modernize its brand identity in alignment with its sophisticated offerings and technological advancements. Over several months of collaboration with senior management, a comprehensive set of new identity guidelines and graphic standards was developed. This initiative aimed to ensure consistency across all branding materials while appealing to a broader audience through an engaging and contemporary visual identity.

Challenges

1. Inspiration from Schlumberger Blue: The iconic Schlumberger blue served as the cornerstone of the new visual identity, influencing the overall look and feel while reinforcing brand recognition. The design paid homage to the company’s engineering background and focus on technology.

2. Clear Dos and Don'ts for Visual Identity: A comprehensive branding book was created, outlining essential guidelines for using the revised visual identity. This guide included clear instructions on typography, logo usage, imagery, and color palettes, ensuring consistency across all communication channels.

3. Engaging and Thought-Provoking Imagery: The design strategy incorporated witty imagery that captured Schlumberger’s positioning as thinkers and influencers in the industry. This approach aimed to create relatable and memorable content, enhancing customer engagement.

4. Expanded Color Palette and Collateral Designs: The updated branding included a broader color palette and more substantial image usage in promotional materials. This visually dynamic approach was aimed at capturing attention across various mediums and channels, from digital marketing to print collateral.

5. Alignment with New Promotional Channels: As Schlumberger aimed to enter new promotional social media avenues, the branding guidelines ensured that all content, whether for digital platforms or traditional formats, was aligned with the refreshed identity, appealing both to existing and new audiences.

Results

The implementation of the new branding guidelines led to several positive outcomes for Schlumberger:

• Increased Brand Cohesion: The consistent application of the new visual identity across all platforms fortified Schlumberger's brand image, enhancing recognition and authority within the industry.
• Improved Audience Engagement: With compelling and relatable content, engagement rates on social media platforms increased, allowing Schlumberger to connect with a broader demographic.
• Effective Customer Communication: The new collateral designs and branding guidelines improved communication clarity, effectively conveying Schlumberger’s innovative solutions while emphasizing the importance of its people and technology.
• Strengthened Market Position: By positioning itself as a high-achieving, intelligent leader in the Oil & Gas sector, Schlumberger successfully attracted new clients and retained existing ones, reinforcing its standing as an industry leader.

The strategic overhaul of Schlumberger’s branding guidelines was a significant step toward revitalizing the company’s image and enhancing market engagement. By focusing on a strong, cohesive visual identity grounded in creativity and technological expertise, Schlumberger has reinforced its brand as a pioneer in the industry. This case study illustrates the pivotal role a comprehensive branding strategy plays in shaping perceptions, attracting new customers, and ultimately driving business growth.