Interpreting corporate goals for the purpose of the new RVI:
A quick touch base with the corporate goals of the organisation. Bharat Petroleum defines its corporate goals, in that order, as consisting of the following:
Caring would imply the approach of the organization in its interactions with its people - customers, employees, those who use their petrol products and their indirect users (like children and housewives). Caring for them represents an interaction that is comforting, and one that results in a positive experience.
Meanings inherent in Caring:
Loving, doting, attached, fond, tender, cherish, sensitive, comforting, comfortable.
Caring should be felt and seen. Hence our suggestion would be to interpret the meaning of caring in terms of shape, color and form of the elements used within the retail outlets.
What would those forms be? (Interpretation of form for caring):
- Soft, curved, feminine, wavy (not rough hewn, no hard, jagged lines).
What would those colors be? (Interpretations for colour):
- Pleasant, bright but not too luminiscent, pastels, off whites, no primary colors, no reflectiveness, no representations of the color steel.
Efficient would imply the approach of the organization in terms of its working and services. Choices provided to its customer, prompt fuel dispensing, easy access to services.
Meanings inherent in being Efficient:
Prompt, apt, proper, adept, proficient, capable.
Efficient is something that would be connotated by speed and reliability.
Efficient, as a condition, would need to be implemented in terms of its operations. Hence our suggestion would be to interpret the meaning of efficient in terms of the choices available to the customer, with everything being clean, trim, proper and in place, as well as well organized. In terms of artifacts, this would have to translate into effective signages, clean surroundings, no messy surfaces.
Translated into form, what those forms be? (Interpretation of form to represent efficient):
Simple and clean forms, symmetry, (no complications, no unnecessary details, where used, details ought to be concealed.
Translated into colors, what would those be? (Interpretations for color):
Off whites or off blacks, blue, which in any case is the corporate color for efficiency (no mid grays, and avoid dark grays)
Translated into operations, what would those services represent? (Interpretation for services):
Efficient, prompt, proper service. DSM's programmed to address the customer with a sequence of concerns, such as: Would you want your oil checked? Would you pay by cash or credit? Thank you sir, etc.
Innovative would imply that the organization is looking ahead into the future. It also means that there are innovative examples in terms of schemes being offered, innovative solutions to services, and innovative interpretations in terms of the artifacts around the retail outlet. Things would certainly need to look different from the rest in field.
Innovative: creative, original, inventive, imaginative, ingenious.
Innovative would need to be implemented in all the aspects of the retail outlet - innovation in service, choices to the customer and the artifacts around the retail outlet.
Hence our suggestion would be to interpret the meaning of innovative in terms of the new schemes being available to the customer, or his attention brought to interesting new things being done or slated to be done at the retail outlet. Is there something that can be offered that is different?
Translated into form, what would those be? (Interpretations for form):
- Unusual, unique forms, sculpture by an artist, something that is a one-off.
Translated into colors, what would they be? (Interpretations for colour):
- Splashes of colour, painting/mural by an artist, graded colors where possible.
Translated into action: (Interpretations for service and schemes):
- New schemes and services being offered.
BPCL Retail Identity Design Features:
• Interpreting Corporate Vision
• Design Approaches to Conceptual Solutions
• Alternate Design Solutions
• Scaled model prototypes
BPCL Design Process Downloads:
• Case Study - Retail Identity design for BPCL - pdf