The World Petroleum Council, a leading organization within the global energy sector, has announced that it will expand its focus to lead the global transition to a low-carbon energy system, achieved through a diverse and sustainable mix of energy sources. Following this decision, the organization will also operate under the new name of WPC Energy from Tuesday July 11, 2023.

WPC Energy will conduct a series of bold moves to achieve its new ambition. In addition, it will carry a distinct new visual identity, including a modernized logo and the new tagline: The World Forum for Energy Transformation.

“This process, part of a wider, ongoing Strategic Review to facilitate dialogue and connection across all spheres of the rapidly evolving energy landscape supports our focus not only on new and traditional energies but on emerging industry trends such as increasing energy efficiency, circular economy, synthetic and biofuels, digitalization and electrification,” said Pedro Miras, President of WPC Energy.

“We advocate that all energies and technologies must be embraced to face the challenge to energize the planet in a responsible way. As our business strategy shifts, so must our brand strategy – and as such this represents the most significant change to our identity in our 90 years of history. Our priority has been to acknowledge the rich heritage and DNA of our organization whilst focusing on a new future.”

This rebrand project was undertaken over the course of three months in 2023 in a co-created approach, led by Interbrand, (https://interbrand.com) the world’s leading brand consultancy. The panel also included the President, the Secretariat and a special Focus Group representing a cross section of our National Committees and encompassing an inclusive mix of age and genders.

Gonzalo Brujo, Global CEO of Interbrand, said, “At Interbrand we know that as the transitional economy emerges, organizations across all spectrums will need to evolve their business models and their brand strategies to survive. We have invested in new partnerships and expertise to help our clients make moves and transition. We have a science backed, customer inspired methodology for change and we are delighted to have joined WPC Energy on this journey.”

Dr. Pierce Riemer, Director General, WPC Energy said, “I am incredibly proud of the work that has been done to renew our purpose, brand, and identity within the global energy industry and today we embrace an exciting new chapter in the history of our organization.”