Group Presentation

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Elf Logo History: drill bits and red dots ...

1965 : A campaign is launched to find a visual identity for the new Elf Group

Following graphic studies, a stylised drilling bit is chosen as logo, in preference to a turbine, a cornflower or a double arrow. A commission is set up to decide the colour-scheme and design of all elements of the brand’s marketing network - 132 different parameters ranging from the height of the sign-poles to the uniforms of the driveway attendants. The single-brand campaign is completed in October 1966.

1967

The Elf brand is launched in France on April 27, 1967. Overnight, huge red dots are painted on the front of all the service stations forming the distribution network of the Union Générale des Pétroles, which is made up of five separate oil companies: Caltex, Avia, La Mure, CFPP and Lacq.

1985

A commercial symbol, different to the Group's corporate symbol, becomes the commercial trademark, with the red-and-blue combination replaced by black, conveying strength and sobriety, and a dynamic cobalt blue.