Today, the world’s largest oil company, Eni SpA, has found a new face with a complete rebranding that has affected its name. With the characteristics of a transnational brand, the company has boldly declared its determination to follow modern trends and its desire to move forward, abandoning anything that could slow it down. Now the Italian brand has adopted a new, more sonorous name, Plenitude, which more fully and accurately reflects the features and changes in the company’s strategy and policy. Ranked 7th globally, the company operates in 66 countries. At the time of its creation in 1950, the brand focused on working with hydrocarbons, as reflected in its previous name. Today, the company has significantly expanded its scope of activities to include nuclear and electrical energy, mining and chemical production, the development and manufacturing of advanced plastics, equipment for the mining and processing industries, textile production, and news agencies. Everything led to the need to create a completely new identity.
Starting with the name, the brand immediately lifted the restrictions set earlier. A growing enterprise should not be limited by anything in its desire to develop. The new visualization effectively addressed the solution to such a problem. Since adopting the name Plenitude, the brand has paid tribute to its rich and successful history while demonstrating the fullness of its new global vision and the energy with which the company continues to move forward and develop. The new ideas that pushed the brand to change are also reflected in the new brand visualization, confirming their importance in shaping a better future. Aligning the importance of such positions with business goals and the desire for sustainable development, the brand has become a Benefit Company, offering only advanced solutions for home and business use.
The brand confirmed its commitment to its history by keeping the main emblem image almost unchanged. Except for the color palette, the mythical fire-breathing creature has not changed its form. The gradient green fading to yellow on the tail and the stylized sun emanating from the mouth are becoming the brand’s main colors. The chosen shades symbolize the natural origin of the company’s products for energy production and symbolically indicate that the proposals go beyond the “energy” framework. This also explains the rejection of the red flame language used in the old identity. The gradient transitions used to create the text sign and on the image of the beast convey the effect of rising rays, the coming victory of light over darkness, which is inherent in the very essence of brand creation.
