S-Oil's New CI

Symbol for the company's dynamic growth, chic and energetic image thru five yellow rays

On July 12, S-OIL (Representative Director: Samir A. Tubayyeb) announced the new CI to be officially launched across all workplaces and business activities.
The new CI is designed to visualize 5S-SPIRIT, S-OIL's common values, with the five-rays:
- Seek color harmony between yellow and green to deliver the image of warm heart to consumers and environmental friendliness.
- Create progressive, sophisticated and chic image of S-OIL
The new CI represents the Company's dynamic growth and energetic image through the five yellow rays, and officers/employees'commitment towards customer-oriented and environmental preservation are well represented in the green color logo type, the oil company said about its new CI.
Specifically, the five rays stretching out from the capital letter 'S' is symbol of S-OIL's 5 S-SPIRIT. Visually, it resembles the morning sun, which is to symbolize S-OIL's dynamic and refreshing image as well as its warm heart towards stakeholders.
The 5 S-SPIRIT, standing for Superiority (top quality and service), Sincerity (transparent management), Satisfaction (customer satisfaction management), Sharing (share benefit with society) and Smart People (Developing the best and the brightest) represent S-OIL's officers and employees commitment to customers, shareholders and society as a whole.
Yellow, S-OIL's brand color is kept intact in the new CI to inherit the warm brand image. The green color brings good visual harmony with the yellow, thus highlighting the consumer-oriented, environmentally friendly corporate image.
The new logo designed after ten months of tireless dedication is designed with a single-point mark type that gives visual impact to the letter 'S', which helps boost brand communication. The capital letter logo in neat and trim design is reader-friendly and presents S-OIL's global presence, credibility as well as values.
S-OIL said that CEO Tubayyeb, since he started running the company, has focused on communicating the Company's growth spreading to the global market and its newly elevated status in Korea. The new CI, in the same light, reflects the CEO's passion to promote the Company's dynamic image and special values, 5 S-SPIRIT.
CEO Tubayyeb said "S-OIL, which is reputed as the most successful business case model of cooperation between an oil consuming country and a producing country, is driving to ensure long-term and sustainable growth in Korea. Recent transaction of the Company's treasury share to Hanjin Energy is an example of that." And he added "The new CI with its future-oriented and sophisticated design successfully presents all S-OIL family's commitment towards opening a new future for the Company."
S-Oil looks forward to the launch of the new CI as not just about changing the outside but more importantly the opportunity to drive renewed awareness among all officers'and employees'service minds of excellence towards customers and partners.
In the meantime, the oil company's Q1 preliminary record showed that its operating profit in the quarter amounted to 395.9 billion won, and its pre-tax profit at 369.2 billion won, up 79 percent and 37 percent from the same quarter last year, the largest in its history. The company attributed the enormous record to increases in the cracking margin, the maximum utilization of its top-level upgrading facilities and continued improvement of its production processes, among other reasons. The sales in the quarter amounted to 3,343 billion won.
S-Oil said its superior cracking facilities widened its profit margin due to continuous increases in the sales of light oil in the world petroleum market, while the simple oil refining margin has also been rising.
The company said it was able to produce light oil products in large quantities and its effective marketing for those products to cope with rising demand for such products in world oil market has helped it to reach a high operating profit.
Company officials said the gap between the heavy and light oil prices has continued to stay in the international oil market and the prices of high sulfur oil products and low sulfur ones have been widening, boosting the cracking margin, which shows that S-Oil with top upgrading facilities will continue to roll. nw

S-Oil CEO Samir A. Tubayyeb