Halliburton Labs Branding: Full speed towards the future.
Halliburton has been an integral part of the energy sector since its founding in 1919. With the launch of its new energy accelerator Halliburton Labs, the brand needed to better project clarity and authenticity as a service provider in traditional energy, along with bright opportunities for the future.
Accelerating new energy solutions.
The Change
The last few years, we’ve seen building momentum on sustainability, with governments and consumers pressuring brands to do more. Halliburton already offered sustainable energy products and services, like Geothermal and Carbon Capture, on top the organization’s several carbon reducing initiatives but it knew it could do more.
The Opportunity
Halliburton Labs was established as an accelerator program for clean energy start-ups, where they can test, refine and scale their ideas, turning them into market-ready innovations. In return, Halliburton would gain insights about the needs of new energy, providing future opportunities for the brand.
Halliburton Lab’s new brand strategy focused on two main attributes – speed and execution. Drawing from Halliburton’s equity as a reliable brand that gets the job done, Halliburton Labs could promise expertise and efficacy. But the heart of the strategy was speed. By assisting and enabling innovative start-ups, Halliburton Labs was accelerating the transition to new energy solutions. And that acceleration benefitted the start-ups, Halliburton – and the world. This was captured in the brand idea: “The future of energy. Faster.”
The new identity immediately signals Halliburton’s involvement in new energy solutions and their relationship with innovation start-ups. The logo is the heart of the visual system. Five simple rectangles represent the powerful framework of Halliburton, while the dynamic, fluid colorways speak of the innovative potential. On closer examination. The elements come together to reveal the hidden H and L – a subtle reminder that Halliburton Labs is fostering ideas, supporting the start-ups and the future of energy.
The design system was born from the logo, with a structured but fluid grid system comprised of the blocks. These, supported by a new color palette, typography and imagery express the energy, inventiveness and determination crucial to creating the “The future of energy. Faster.”
The Result
The new brand helps Halliburton position itself better in this emerging alternative energy space and helps Halliburton Labs recruit the best companies working in new energy. The brand recently launched with much success.
“We worked closely with Coley Porter Bell to develop the strategy and identity for the brand. They listened, responded, and executed with accuracy and creativity — it’s been a productive experience. The new brand deliverables provide us with the tools to confidently communicate compelling messages to confidently communicate compelling messages to investors, innovators and employees.”
Dale Winger, Managing Director
