Designers: Vimmi Sveinisson, Mark Scragg, Lee Coomber, Lippincott, New York, New York, USA
Client: TechnipFMC, London, United Kingdom
While energy companies play a vital role in our modern world, the complexities and cost of meeting growing demands are rising. To stay viable, energy companies must look for ways to sustainably improve project economics. Major change is needed, and it is needed now.
Two oil and gas equipment and service leaders, Technip and FMC Technologies, answered this call for change through their merger. The newly formed TechnipFMC combines complementary skills, innovative technologies and similar cultures to streamline the way projects are executed and managed. Together, the company aims to be the transformative leader the industry needs.
The path to any merger’s success starts with a clear direction, which is what Lippincott was engaged to help TechnipFMC define. Over a fast-paced four-month period, we collaborated with Technip and FMC Technologies executive leadership to develop a bold vision, an engaging purpose and a progressive visual identity for the newly formed company.
We created a brand platform to support the company’s integrated offering and bold ambitions. The vision —To enhance the performance of the world’s energy industry — is a direct commitment to the change the company seeks to make. It is supported by a new purpose and set of commitments designed to help leadership and employees deliver on the vision.
The visual identity mirrors the convergence of Technip and FMC Technologies. By overlapping the ‘T’ and ‘F’ shapes from the two company names we created a contemporary monogram that reflects transformation and will build the new allegiance. The integrated symbol combines the colors of the merging companies while pointing ahead to the future.
As Day One neared, Lippincott worked closely with the client team to consolidate the brand assets into guidelines and develop the communications and visual tool kit the company needed for its new beginning. Today, TechnipFMC is one firm, united behind a powerful, shared idea. It is poised to transform the oil and gas industry.
Christophe Belorgeot, Vice President Corporate Communications of TechnipFMC, explained, “The purpose and brand that we have created with Lippincott is the platform for the future success of our company and will help engage all our colleagues in reinforcing our leadership in the market.”