In 2005, Gazprom became the majority shareholder of Sibneft. Sibneft was then renamed Gazprom Neft in the same year.
Their mandate was to manage a distribution network which included various brands, different divisions, service levels and the many public impressions of these.

MILDBERRY’s task was to create a uniform brand for the filling stations, taking into careful consideration Gazprom Neft’s new strategy and direction for this area.

Gazprom Neft had large-scale plans and their objectives were clear: Within three years, more than one thousand new and reconstructed filling stations were to appear under the new brand in 14 regions where the Gazpromneft filling stations network is present.

Following an international search begun in 2007 by Gasprom Neft, for the right partner to develop the visual identity for the retail brand, MILDBERRY was selected to be the main contractor for this project.

Basing on detailed research, it was clearly identified that the name and visual identity elements of the retail brand for the filling stations should retain a direct association with the parent brand, Gazprom, which is popular and trusted by customers.

The main challenge of the project was to create a refreshed “retail appearence” for the brand, which had a historical perception of being an immense corporate organisation whose visual identity was reserved, severe and inexpressive.

A new logotype for the Gazpromneft retail brand was developed, in which the keyword “neft” (oil) was made clear and readable. It also allowed for more effective functional placement on filling station architecture, structures and equipment.

Clear, significant, meaningful style elements (supergraphics) were created, which became the symbol of the new retail brand, making the brand individual, attractive, visually rich and appealing to customers. The supergraphics also referenced and aligned with Gazprom’s existing brand identity and values.

The supergraphics showing stylized flames was created to reflect positive energy, dynamic development and active leadership. Also important were the architectural, constructional and technological details employed to ensure and add a unique, functional and visual attraction for the brand.

The unique form of the stele	Supergraphics	3-D logo	Typography and colours	Form of the canopy border	Dynamic lighting

The applications are all included and classified in the Gazpromneft brand book, showing clearly how the recognizable style of the brand is to be applied to a wide range of communication applications, including advertising, merchandise, staff uniforms, pictograms, corporate transport, and other brand collateral as required.

MILDBERRY is currently engaged in another project concerning further design support and project implementation.

Press conference

More information about the project is available on Gazprom Neft website:
Project presentation (Russian), PDF

“Sibirskaya Neft” magazine, August-September, 2009:
PDF (Russian)

“Gazprom” magazine, N10, 2009:
PDF (Russian)