Moustache - HIDING A STIFF UPPER LIP FOR OVER 37 YEARS.

Total, the French multinational petroleum company, has decided to move into the area of sustainable power and rebranded itself as TotalEnergies.

This move to green energy is laudable, however the newly developed name and logo is to my mind, a fiasco.

It’s too complex, too long and not memorable, or even aesthetically pleasing.

The company website goes to great lengths to rationalise the new design. Which is in itself is an indication that it’s not self expiatory.

‘Total’ as a word means ‘complete’ and ‘absolute.’ So why not stay with a perfectly simple name and let the design and the accompanying PR do the work.

After all isn’t a picture worth a thousand words.

This whole project has been over thought and I can see the client’s ‘guiding hand’ being a major factor in this disaster.