The objectives for IOC:

Any design solution as part of a corporate image-building exercise needs to be a construction of the statement of the company's attitudes and goals. Followed by the backing of a clear-cut design idiom. The imperatives for a change in IOC's corporate image were rooted in several factors. In a survey undertaken by the designer commissioned by IOC to undertake its image-building programme, it would appear that on an every day basis, neither the company's image nor its performance left any indelible imprint in the minds of its consumers. A finding that applied equally well to all the other oil companies in India as well. In the event, the only way to distinguish one oil company from the other seemed to be the colour-bands running across their pump station facias - red in the case of IOC, yellow for BPCL, blue for HP and orange for IBP. And even there, the customers found it difficult to remember which colour represented which company. It was this 'impersonality' which had lent to the company's image an utterly unexciting impression, and one that now required immediate addressing.
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