MUSE Silver

2023

Halliburton Labs Logo

Entrant Company

Coley Porter Bell

Category

Corporate Identity - Logos

Client's Name

Halliburton Labs

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
Group Creative Director
John Malozzi
Account Manager
Alice Lee
Executive Creative Director
James Ramsden
Strategy Director
John Clark
Strategy Partner
Rob Allen
Design
Linda Becker
Design
Ben Davidson
Design
Oli Williams
Senior Account Director
Maggie Thomas
More Silver Winners
Event
2023
MUSE Advertising Awards - Era of the Gods

Entrant Company

Friendly Dog Entertainment Co.,Ltd.

Category

Event - Live Show

Country / Region

Taiwan

Video
2023
MUSE Advertising Awards - ADUSA Distribution & Transportation | 2022 Recruitment Video

Entrant Company

Phoenix Lifestyle Marketing Group

Category

Video - Recruitment (NEW)

Country / Region

United States

Social Media
2023
MUSE Advertising Awards - Serial Killer Receipts

Entrant Company

Xero Creative Hub - London

Category

Social Media - Financial Services

Country / Region

United Kingdom

Publication
2023
MUSE Advertising Awards - 2023 Gasper Landscape Design Lookbook

Entrant Company

David Beagin Design

Category

Publication - Digital Publications

Country / Region

United States