New identity for global energy services company

by Rachel Cook

Energy services company Penspen has rebranded its global presence to bring all its existing sub-brands including Andrew Palmer and Associates, Greystar Europe and Greystar Corporation in the US, under the Penspen name.

Coinciding with Penspen’s 60th anniversary year, the rebrand is aimed at raising profile and positioning the business as one of the world’s leading energy services companies.

  • The rebrand takes place at the same time as the acquisition of the engineering division of DPS Group. The acquisition, which increases Penspen’s headcount by 10%, took place in mid-September, and supports Penspen’s strategic drive to grow the scope of services that it provides to its clients. It significantly strengthens Penspen’s oil and gas process engineering capability, and brings access to the FPSO construction market in Asia Pacific.

    Thompson’s role has been to research and develop the brand positioning and architecture, create the new brand identity, help with the engagement of all staff and roll-out the brand. This has included the development of a new image library and brand guidelines, as well as the design and build of a new global website, vehicle liveries, signage, sales collateral, stationery, templates and exhibition materials.

  • Penspen’s Chief Executive Peter O’Sullivan, said: “This is a very exciting time for Penspen as well as all the other brands within the business, which now fall under the Penspen name. We are confident that the new branding will help position Penspen in existing and emerging markets in a way that is true to what we already are, but also helps us achieve our ambitious growth plans.”

    Ian Thompson, Creative Director, explains the creative approach: “The scale and scope of the activities that Penspen undertakes gave us lots of creative scope. However, many of their fields of operation were centred around energy flow and distribution. We simply HAD to reflect this in the logo.”

  • “The sense of momentum that this provided was really reflective of Penspen’s dynamic approach and it said something about their ambition and pace of growth. Bold, strong, flexible and sense of direction were the watchwords for the design team and the final creative treatment was measured against these. The wordmark itself was also subject to the same rules. The overall brand is focussed on ensuring that all Penspen’s clients can get an immediate sense of the company’s diverse and substantial service offer.”

    Visit Penpen’s new website here.

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