MUSE Silver

2023

Halliburton Corporate Identity Redesign

Entrant Company

Coley Porter Bell

Category

Corporate Identity - Corporate Identity Redesign (NEW)

Client's Name

Halliburton

Country / Region

United States

In 2022, nearly $500B was invested in renewable power alone. Around the world, we’ve seen a transition, disrupting the energy sector. Halliburton has been an integral part of the energy sector since its founding in 1919. But to maintain its appeal, the brand needed to position itself as a service provider in the emerging alternative energy space.

To achieve these aims, Halliburton established Halliburton Labs, an accelerator program for clean energy start-ups, where they can test, refine and scale their ideas, turning them into market-ready innovations. In return, Halliburton would gain insights about the needs of new energy, providing future opportunities for the brand. Despite this initiative, Halliburton was not properly understood and appreciated by its audiences. A new brand was needed to capture and express this exciting new opportunity.

The new brand strategy drew from Halliburton’s equity as the execution company, one that gets the job done. By assisting innovative start-ups, Halliburton Labs was accelerating the transition to new energy solutions, ones that benefitted the start-ups, Halliburton – and the world. Halliburton Lab’s strategy was succinctly expressed in the new tagline, ‘The future of energy. Faster’. Across two sharp phrases, it highlights the brand’s ambitions for the energy transition, and their equally ambitious timetable.

A new logo, color palette, imagery style, typography and design system expresses the energy, inventiveness, and determination crucial to creating ‘The future of energy. Faster’. The design system is a structured, but fluid grid system composed of blocks. These blocks are in constant motion, coalescing into new forms, representing the infinitive possibilities that Halliburton Labs is exploring and helping build.

The logo is the heart of the visual system. Five simple rectangles that represent the powerful framework of Halliburton, while the dynamic, fluid colorways speak of the innovative potential. On closer examination, the elements come together to reveal the hidden H and L – a subtle reminder that Halliburton Labs is fostering ideas, supporting the start-ups, and the future of energy.



Credits

President
Jenn Szekely
Executive Creative Director
James Ramsden
Group Creative Director
John Malozzi
Strategy Director
John Clark
Strategy Partner
Rob Allen
Account Manager
Alice Lee
Design
Linda Becker
Design
Ben Davidson
Senior Account Director
Maggie Thomas
Design
Oli Williams
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