“This move is part of a wider strategy to refresh and simplify the corporate identity so that it remains easily recognizable to customers while retaining the distinctive Bonett elements. The dot symbolizes the customer, who always comes first for us. We strive for a distinctive approach and flexibility that large corporations cannot offer,"says Blanka Kuličová, Chief Operating Officer of the Bonett Group." We have not forgotten ecology either, on the contrary. It still belongs to the key values of our company, which is why we kept the dot in green," adds Blanka Kuličová.
The change in visual identity will be visible on all documents, in print and especially in electronic form. The company also rebranded its service cars in all the markets where it is active – the Czech Republic, Poland and Slovakia. The new identity will also be evident on the newly issued bioCNG cards of the Bonett Group. This year, the company also plans to open new CNG filling stations in this design, and Bonett employees' clothing will also feature the new logo.
The company will not rebrand the existing filling stations for environmental reasons for the time being. There, the change will take place gradually in a natural way only at the moment when it is necessary for operational or other reasons.
"We wanted the logo to be modern, clean and minimalist, so that it would be easy to remember and at the same time build on our old logo. We also needed a visual shortcut, which we succeeded in with the new logo," says Martina Netuhová, Marketing Manager of the Bonett Group. The company also changed the color from anthracite to a more contrasting black, which, together with white and fresh green, creates a naturally distinctive combination.
"We have been looking for a new logo for a long time, we saw dozens of designs from different graphic and creative studios, and in the end this design won because of its simplicity and cleanliness. We really appreciated the visual symbol, which we use across our marketing materials and on corporate clothing and promotional items," Netuhová reveals the background behind the creation of the new identity.
The change in corporate identity is closely related to the expansion of the portfolio of services provided. The Group is a recognized expert in the supply of technologies for alternative fuels such as CNG, LNG, LPG and hydrogen, as well as the largest Czech supplier of the renewable fuel of the future – bioCNG. It also recently entered the energy trading business – natural gas and electricity. It can also offer customers gas for transport, production and heating in an ecological version - biomethane, including the necessary certificates for the purpose of reducing CO2 emissions.
"In order to make the subscription of services as convenient and easy as possible for our clients, we are also preparing a new website. We want it to be clear and intuitive for customers and to correspond with the new corporate identity. A new feature will be a customer portal, where clients can solve everything from the comfort of their office or home. So far, we have had a very positive response to the new branding of the service vehicles, which are already easily recognizable from a distance. We believe that we will achieve the same satisfaction in the online environment," concludes Martina Netuhová.
