June 19, 2020
Others
Renovate our brand (corporate and SS)
Idemitsu Kosan Co.,Ltd. (trade name: Idemitsu Showa Shell) will be revamping its corporate brand from July this year, taking advantage of the fact that the series of business integration processes since the creation of the new integrated company in April last year have reached a milestone.
In addition, from April 2021, when cards from both existing brands will be interchangeable, we will unify our gas station brands and develop a new gas station brand that is integrated with our corporate brand.
[New brand]
| corporate brand |
 |
| SS brand |  |
The icon to be used across both the corporate brand and the SS brand was recently developed to symbolize people, as our company advocates "People-Centered Management," and to inherit the brand assets that our company possesses. It was also developed with elements of "newness," "energy," "coolness," and "sophistication" in mind.
The motif is Apollo, the sun god in Greek and Roman mythology. Apollo represents the ideal person, which we believe matches the image our Group aspires to.
The corporate brand will be written as this Apollo icon combined with lowercase "idemitsu," and the SS brand will be written as the Apollo icon combined with "apollostation."
The new SS brand, apollostation, goes beyond supplying Petroleum such as gasoline and diesel and providing car-related services, and looks to the future as service station that supports the movement and daily life of local people. The design of the paint for the entire SS, the canopy, the uniforms, etc. is currently being developed, and we plan to explain it to dealers and authorized dealers this fall. Along with unifying the brand, we will unify sales measures such as cards in an effort to further improve customer convenience.
[Future image of SS]
Regarding news release
contact information
Idemitsu Kosan Co.,Ltd. Public Relations Department, Public Relations Division