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 Petroleum Equipment Services


About the project

Petroleum Equipment Services (PES) have been major suppliers of New Zealand petroleum products since 2001. Offering key products and equipment used in building new and upgraded liquid refueling infrastructure such as service stations, truck stops, airport and marine fueling sites, nationwide.

The PES identity had existed since 2001 so after new owners took over the helm, they enlisted PV to create a fresh new corporate identity.


Project scope

Identity Design
Web Design and Development


PES Discovery


Client moodboard

After initial discussions and discovery, we understand what the client is about, what they want to achieve, and why they want to rebrand. Communicating the right message is fundamental to a successful brand identity and in this case, PES wanted to properly convey their brand attributes: personal service, extensive knowledge, best options.

As designers, our vision needs to be in sync with the clients core message and the brand's key attributes. We focus on visualising these through a complex arrangement of hundreds and occasionally thousands of images.


The sketch phase



Not all sketches are created equal. Some are proper works of art, while some are quick doodles, but the core principle remains the same. Sketching allows us to get a ton of ideas flowing on paper. We prefer this approach rather than going direct to screen. For us, ideas on paper give us room to explore and experiment. It doesn’t have to be pretty, it needs to work.

Cellular and microscopic images reveal a structure of extensive parts that are usually unseen. This was the core idea in developing the logo. If we could execute this idea properly, we believed the end result would effectively convey the PES brand attributes in a very interesting way.


Brand strengths

Personal service level, extensive knowledge, meticulousness, quality, cost effectiveness with options for higher specification.


Logo development


Golden Ratio


As our design skills and experience have evolved, we realised that logos will be more pleasing to the eye if the are designed using the golden ratio. Golden ratio is a mathematical ratio found in nature. When used correctly on logo design the result achieves balance and harmony. Leonardo da Vinci used it and some believe that using a golden ratio has been adopted since the ancient Egyptians.






 Colour Palette


Colour is powerful

The PES Colour Palette is bold and vibrant, made up of the three basic colours. These colours reflect the friendly customer focus and symbolise the extensive knowledge of the products. Consistent use of these core colours defines and reinforces their unique character and stability. Colour is powerful in conveying a cohesive identity.



PMS 2995c
CYMK 81, 12, 1, 0
RGB 0, 67, 255
HEX 00a7e1

PMS 376c
CYMK 56, 3, 100, 0
RGB 128, 188, 0
HEX 80bc00

PES 1245c
CYMK 22, 42, 100, 2
RGB 0, 167, 255
HEX c89211


CYMK 0, 0, 0, 100
RGB 0, 0, 0
HEX 000000

CYMK 0, 0, 0, 0
RGB 255, 255, 255
HEX ffffff

CYMK 0, 0, 0, 26
RGB 187, 189, 191
HEX bbbdbf