The Vietnam National Petroleum Group (Petrolimex) on February 3 held a ceremony to unveil its new brand identity, marking a significant milestone in its development strategy and brand repositioning journey for a new era.

With a history spanning over 70 years, Petrolimex is a "heritage" brand deeply tied to national responsibility. It has accompanied generations of Vietnamese people across the country and made consistent contributions to the nation's socio-economic development. In the context of a rapidly evolving energy sector—driven by digital transformation, the green transition, and emerging consumer trends—the Group stated that brand repositioning is a vital step to ensure it remains adapted to Petrolimex’s expanding role and stature. This transition marks the beginning of a modern, more approachable, and customer-centric Petrolimex, embodying a spirit of service and partnership as it stands ready to advance with the nation into a new era.

Speaking at the event, Mr. Pham Van Thanh, Chairman of the Petrolimex Board of Management of Petrolimex, stated:

“Petrolimex has accompanied the nation through various historical periods—from the years of hardship to the eras of Doi Moi (Renewal), integration, and development. Each stage has presented different requirements, and at every turn, Petrolimex has had to renew itself to adapt and better fulfill its assigned mission.

The country is entering a new stage of development that demands higher efficiency, sustainability, and quality of growth. The energy sector is undergoing a powerful transition; digital transformation is fundamentally changing how businesses operate and serve customers; and the expectations of society, the public, and a new generation of customers toward a national energy enterprise are higher than ever.

In this context, refreshing our brand identity is not merely a change in form; it reflects a deeper shift in mindset, approach, and the strategic positioning of Petrolimex in the coming period.”

The Group leader also emphasised that the new brand identity marks a journey of continuity between the 70-year heritage foundation and the spirit of innovation for the next phase. It demonstrates the Group’s determination to build a clear, modern, and synchronized brand language to strengthen competitiveness and prepare for long-term strategic goals. Through this, Petrolimex continues to affirm its commitment to accompanying the nation, "fueling every movement" for a prosperous and sustainable Vietnam.

Zeit Media – the project’s consulting agency – noted that the change in brand identity is an inevitable step in the evolution of Petrolimex’s visual representation. The new brand identity system was designed with advanced graphic thinking, meeting industrial aesthetic standards and offering versatile applicability. This provides Petrolimex with a sharp visual toolkit that effectively supports brand recognition amidst a rapidly changing energy market.

The new Petrolimex brand identity is built upon three core values: Heritage – Dedication – Pioneering. These values were streamlined and distilled from the eight principles and values established in 2012. Following a process of thorough research, analysis, and multi-dimensional appraisal, the new identity ensures continuity while remaining aligned with Petrolimex’s vision and strategic direction, allowing for consistent implementation in the next phase. Specifically:

Heritage for Petrolimex is a "flow of trust" originating from the pioneers who laid the foundations of Vietnam’s petroleum industry. This legacy has been fueled and passed down through generations with a spirit of steadfastness and service, extended by a dedication to innovation. It is the identity that forms the pride of Petrolimex today.

Dedication is Petrolimex’s commitment to transforming trust into concrete action, elevating standards, and placing people at the center of every endeavour. It is a promise from the heart to turn every touchpoint and simple interaction into a complete, meticulous, and meaningful experience.

Pioneering is a clarion call to stir the spirit of "daring to think and daring to do." It is the motivation driving Petrolimex to overcome barriers and create a sustainable future. It is a commitment to turning internal breakthrough aspirations into practical innovations that contribute to society and deliver tangible value to customers, shareholders, and partners.

Connecting these values and shaping Petrolimex’s brand strategy is the philosophy of Synergy. This is expressed through a spirit of unity and strong connectivity, creating a collective strength from all resources to propel Petrolimex toward ambitious goals. Petrolimex affirms its development orientation: Transforming through Heritage, Dedication in Action, and Pioneering as the Driving Force. Built on a foundation of solidarity and consistency—where every generation acts in harmony for the nation's development—each step forward today becomes more solid as we reach further together on the journey of sustainable development.

The new Petrolimex brand identity is crafted as a modern visual language that balances technology, emotion, and long-term sustainability, while clearly embodying a spirit of constant motion and an unwavering commitment to moving forward.

The Petrolimex logo draws inspiration from the image of a person stepping forward—positioning people at the heart of all progress. While the iconic letter “P” is preserved as a core heritage element, it has been restructured through a modern geometric lens, featuring lines that are strong, stable, yet flexible. The negative space number “1” at the center represents the spirit of Synergy. Combined with a stylised upward-pointing arrow, it portrays a powerful aspiration for growth and defines Petrolimex’s vision and mission for the new era.

Petrolimex also carries forward its two traditional colours, orange and blue—shades that have accompanied the nation and been deeply ingrained in the lives of its people for decades. However, the palette has been refined and refreshed to be more dynamic and better suited for the digital environment and modern applications. The two signature colours include Energetic Orange, representing vitality and energy, and Innovative Blue, representing technology and innovation.

Alongside this, Petrolimex introduced a bespoke typeface featuring a bold 52-degree cut to create a strong visual focal point, helping to convey a clear and highly recognisable brand message. The graphic system was also developed with four key patterns, offering flexible and diverse expression while ensuring consistency across all touchpoints. These are based on four principles: Radiating the moving energy of growth; Connecting for every seamless experience; Synergy for enduring strength; and Pioneering to create new values.

The new brand identity is regarded as a breakthrough move—a bold and decisive step in Petrolimex’s transformation to adapt to the contemporary landscape. Beyond a mere visual update, the new identity reflects the Group’s determination to build a clearer, more modern, and more synchronised brand language. This evolution is designed to strengthen Petrolimex's competitive edge and prepare the organisation for its long-term strategic objectives.

Based on the core values of Heritage – Dedication – Pioneering, Petrolimex emphasises its development orientation for the coming period: standing firm on Heritage to consolidate brand prestige and identity; accompanying stakeholders with Dedication to elevate service standards and ensure a consistent experience across the entire system; and leading with a Pioneering spirit to drive innovation and enhance competitiveness, aiming to become Vietnam’s leading energy conglomerate.

In the next phase, Petrolimex will implement the new brand identity across its entire system according to a strategic roadmap and established regulations. This rollout will ensure a synchronised modern image, operational consistency, and standardised excellence in both products and services. This transition serves as the foundation for Petrolimex to remain a brand that is steadfast in its heritage, robust in innovation, and resilient in its mission to serve the nation—leveraging Synergy to go further together on the journey ahead.