{"id":675,"date":"2025-07-18T17:03:23","date_gmt":"2025-07-18T17:03:23","guid":{"rendered":"http:\/\/graficament.com\/?p=675"},"modified":"2025-07-18T17:05:03","modified_gmt":"2025-07-18T17:05:03","slug":"repsol-un-restyling-cuidadosamente-ejecutado","status":"publish","type":"post","link":"https:\/\/www.graficament.com\/index.php\/2025\/07\/18\/repsol-un-restyling-cuidadosamente-ejecutado\/","title":{"rendered":"Repsol, un restyling cuidadosamente ejecutado"},"content":{"rendered":"<style>\n    body {<br \/>      font-family: Arial, sans-serif;<br \/>      line-height: 1.6;<br \/>      margin: 0 1em;<br \/>    }<br \/>    h1, h2, h3 {<br \/>      color: #333;<br \/>    }<br \/>    table {<br \/>      width: 100%;<br \/>      border-collapse: collapse;<br \/>      margin: 1em 0;<br \/>    }<br \/>    th, td {<br \/>      border: 1px solid #ccc;<br \/>      padding: 0.5em;<br \/>      text-align: left;<br \/>    }<br \/>    thead {<br \/>      background-color: #f4f4f4;<br \/>    }<br \/>    ul {<br \/>      margin: 0.5em 0 1em 1.5em;<br \/>    }<br \/>  <\/style>\n<h1 style=\"text-align: left;\">An\u00e1lisis del cambio de imagen de Repsol<\/h1>\n<h2 style=\"text-align: left;\">1. Contexto y objetivos de la transformaci\u00f3n<\/h2>\n<p>Repsol persigue pasar de operador de hidrocarburos a referente multienerg\u00e9tico,<br \/>\nintegrando combustibles convencionales, renovables y puntos de recarga el\u00e9ctrica<br \/>\nen sus m\u00e1s de 4.500 estaciones de servicio.<\/p>\n<p>El redise\u00f1o del logotipo, la adopci\u00f3n de tipograf\u00eda en min\u00fasculas y la paleta<br \/>\ndegradada de naranja a magenta simbolizan el compromiso con la sostenibilidad,<br \/>\nla econom\u00eda circular y la cercan\u00eda al cliente, reforzando la visi\u00f3n de \u201ccentros<br \/>\nde movilidad integral\u201d en cada estaci\u00f3n multienerg\u00e9tica.<\/p>\n<h2 style=\"text-align: left;\">2. Comparaci\u00f3n entre marca antigua y nueva<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-680 aligncenter\" src=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/Repsol-Logo-history-300x165.png\" alt=\"\" width=\"300\" height=\"165\" srcset=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/Repsol-Logo-history-300x165.png 300w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/Repsol-Logo-history-1024x565.png 1024w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/Repsol-Logo-history-768x423.png 768w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/Repsol-Logo-history-800x441.png 800w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/Repsol-Logo-history.png 1393w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<table>\n<thead>\n<tr>\n<th>Elemento<\/th>\n<th>Marca Antigua<\/th>\n<th>Marca Nueva<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Logotipo<\/td>\n<td>S\u00edmbolo est\u00e1tico, franjas de color bien definidas<\/td>\n<td>S\u00edmbolo fluido en 3D con degradado naranja-magenta y volumen<\/td>\n<\/tr>\n<tr>\n<td>Tipograf\u00eda<\/td>\n<td>May\u00fasculas r\u00edgidas y lineales<\/td>\n<td>Min\u00fasculas redondeadas \u201cSole Repsol\u201d (Dalton Maag)<\/td>\n<\/tr>\n<tr>\n<td>Paleta crom\u00e1tica<\/td>\n<td>Naranja y azul planos sin degradados<\/td>\n<td>Degradado principal naranja-magenta; azul revitalizado; marfil<\/td>\n<\/tr>\n<tr>\n<td>Simbolog\u00eda sensorial<\/td>\n<td>Comunicaci\u00f3n visual \u00fanicamente<\/td>\n<td>Identidad sonora en estaciones y puntos de recarga<\/td>\n<\/tr>\n<tr>\n<td>Arquitectura de estaci\u00f3n<\/td>\n<td>Estructura tradicional de repostaje<\/td>\n<td>Pantallas digitales, se\u00f1al\u00e9tica inteligente y espacios de servicio<\/td>\n<\/tr>\n<tr>\n<td>Oferta de servicios<\/td>\n<td>Gas\u00f3leo y gasolina<\/td>\n<td>Soluciones multienerg\u00e9ticas, retail, restauraci\u00f3n y movilidad conectada<\/td>\n<\/tr>\n<tr>\n<td>Comunicaci\u00f3n digital<\/td>\n<td>Se\u00f1al\u00e9tica impresa y comunicaci\u00f3n cl\u00e1sica<\/td>\n<td>Se\u00f1al\u00e9tica digital, personalizaci\u00f3n v\u00eda apps y an\u00e1lisis de datos<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 style=\"text-align: left;\">3. Ventajas y desventajas<\/h2>\n<h3 style=\"text-align: left;\">Ventajas<\/h3>\n<ul>\n<li>Percepci\u00f3n de innovaci\u00f3n y liderazgo en transici\u00f3n energ\u00e9tica.<\/li>\n<li>Mejora de la experiencia de cliente con espacios multisensoriales.<\/li>\n<li>Alineaci\u00f3n con sostenibilidad, econom\u00eda circular y proximidad.<\/li>\n<li>Diversificaci\u00f3n de ingresos con servicios \u201cnon-oil\u201d.<\/li>\n<li>Flexibilidad del s\u00edmbolo en medios digitales y f\u00edsicos.<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-679\" src=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/logo-nuevo-300x255.jpg\" alt=\"\" width=\"224\" height=\"190\" srcset=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/logo-nuevo-300x255.jpg 300w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/logo-nuevo.jpg 613w\" sizes=\"auto, (max-width: 224px) 100vw, 224px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-678\" src=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nuevo-logo-300x160.jpg\" alt=\"\" width=\"356\" height=\"190\" srcset=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nuevo-logo-300x160.jpg 300w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nuevo-logo-1024x546.jpg 1024w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nuevo-logo-768x410.jpg 768w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nuevo-logo-800x427.jpg 800w, https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nuevo-logo.jpg 1500w\" sizes=\"auto, (max-width: 356px) 100vw, 356px\" \/><\/p>\n<h3 style=\"text-align: left;\">Desventajas<\/h3>\n<ul>\n<li>Alto coste de implementaci\u00f3n en infraestructura y marketing.<\/li>\n<li>Riesgo de confusi\u00f3n inicial entre clientes habituales.<\/li>\n<li>Complejidad de gestionar coherencia en miles de estaciones.<\/li>\n<li>Resistencia interna hasta consolidar la nueva cultura corporativa.<\/li>\n<\/ul>\n<h2 style=\"text-align: left;\">4. Proyecci\u00f3n, implementaci\u00f3n y alcance de la nueva marca<\/h2>\n<ul>\n<li>En 2025, m\u00e1s de 100 estaciones piloto en Madrid, Bilbao y Portugal<br \/>\ncon la nueva imagen.<\/li>\n<li>600 puntos de recarga el\u00e9ctrica r\u00e1pida y ultrarr\u00e1pida.<\/li>\n<li>1.500 estaciones con combustible 100 % renovable.<\/li>\n<li>240 oficinas multienerg\u00eda en la Pen\u00ednsula Ib\u00e9rica.<\/li>\n<li>4.700 MW de capacidad renovable y 2,7 millones de clientes el\u00e9ctricos y de gas.<\/li>\n<li>10 millones de usuarios digitales para servicios personalizados.<\/li>\n<\/ul>\n<h2 style=\"text-align: left;\">5. Conclusiones<\/h2>\n<p>El restyling de Repsol consolida su paso de proveedor de hidrocarburos a operador<br \/>\nmultienerg\u00e9tico, con una marca m\u00e1s vers\u00e1til, humana y alineada con la transici\u00f3n<br \/>\nenerg\u00e9tica.<\/p>\n<p>A pesar de los retos log\u00edsticos y de inversi\u00f3n, aporta coherencia entre el prop\u00f3sito<br \/>\ny la experiencia de usuario. El \u00e9xito depender\u00e1 de mantener la cohesi\u00f3n interna,<br \/>\ngestionar la complejidad operacional y comunicar eficazmente los beneficios de la<br \/>\nnueva oferta.<\/p>\n<p>Con esta renovaci\u00f3n, Repsol est\u00e1 mejor preparado para los retos del mercado energ\u00e9tico<br \/>\ny para consolidarse como referente en movilidad y soluciones integrales.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An\u00e1lisis del cambio de imagen de Repsol 1. Contexto y objetivos de la transformaci\u00f3n Repsol persigue pasar de operador de hidrocarburos a referente multienerg\u00e9tico, integrando combustibles convencionales, renovables y puntos de recarga el\u00e9ctrica en sus m\u00e1s de 4.500 estaciones de servicio. El redise\u00f1o del logotipo, la adopci\u00f3n de tipograf\u00eda en min\u00fasculas y la paleta degradada [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[48,49,46,30,47,44,43,45],"class_list":["post-675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-identidad-coorporativa","tag-diseno","tag-empresa","tag-identidad","tag-imagen-de-marca","tag-marca","tag-rebranding","tag-repsol","tag-restyling","has-thumbnail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Repsol, un restyling cuidadosamente ejecutado - graficament<\/title>\n<meta name=\"description\" content=\"Analisis del restyling de Repsol. El redise\u00f1o del logotipo, la adopci\u00f3n de tipograf\u00eda en min\u00fasculas y la paletadegradada de naranja a magenta simbolizan el compromiso con la sostenibilidad,la econom\u00eda circular y la cercan\u00eda al cliente, reforzando la visi\u00f3n de \u201ccentrosde movilidad integral\u201d en cada estaci\u00f3n multienerg\u00e9tica.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.graficament.com\/index.php\/2025\/07\/18\/repsol-un-restyling-cuidadosamente-ejecutado\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Repsol, un restyling cuidadosamente ejecutado - graficament\" \/>\n<meta property=\"og:description\" content=\"Analisis del restyling de Repsol. El redise\u00f1o del logotipo, la adopci\u00f3n de tipograf\u00eda en min\u00fasculas y la paletadegradada de naranja a magenta simbolizan el compromiso con la sostenibilidad,la econom\u00eda circular y la cercan\u00eda al cliente, reforzando la visi\u00f3n de \u201ccentrosde movilidad integral\u201d en cada estaci\u00f3n multienerg\u00e9tica.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.graficament.com\/index.php\/2025\/07\/18\/repsol-un-restyling-cuidadosamente-ejecutado\/\" \/>\n<meta property=\"og:site_name\" content=\"graficament\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-18T17:03:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-18T17:05:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.graficament.com\/wp-content\/uploads\/2025\/07\/nueva-identidad-visual-repsol.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1878\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Juanjo Mart\u00edn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Juanjo Mart\u00edn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/\"},\"author\":{\"name\":\"Juanjo Mart\u00edn\",\"@id\":\"https:\\\/\\\/www.graficament.com\\\/#\\\/schema\\\/person\\\/d7fd06de68ae23f77d59e08b7ebf99a2\"},\"headline\":\"Repsol, un restyling cuidadosamente ejecutado\",\"datePublished\":\"2025-07-18T17:03:23+00:00\",\"dateModified\":\"2025-07-18T17:05:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/\"},\"wordCount\":494,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.graficament.com\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/nueva-identidad-visual-repsol.jpg\",\"keywords\":[\"dise\u00f1o\",\"empresa\",\"identidad\",\"imagen de marca\",\"marca\",\"rebranding\",\"repsol\",\"restyling\"],\"articleSection\":[\"Identidad Coorporativa\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/\",\"url\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/\",\"name\":\"Repsol, un restyling cuidadosamente ejecutado - graficament\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/index.php\\\/2025\\\/07\\\/18\\\/repsol-un-restyling-cuidadosamente-ejecutado\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.graficament.com\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/nueva-identidad-visual-repsol.jpg\",\"datePublished\":\"2025-07-18T17:03:23+00:00\",\"dateModified\":\"2025-07-18T17:05:03+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.graficament.com\\\/#\\\/schema\\\/person\\\/d7fd06de68ae23f77d59e08b7ebf99a2\"},\"description\":\"Analisis del restyling de Repsol. 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