A New Look for Air BP

Air BP is talking the occasion of NBAA 2000 to kick off a new corporate identity, dropping its shield trademark in favor of a multicolored new mark called the Helios, after the sun god of ancient Greece, a symbol intended to "exemplify dynamic energy in all its forms."

It's "more than a new logo," Air BP says, as the company will bring the philosophies and business objectives of parent BP to aviation, with a focus on the growth opportunities generated by the recent combination of BP, Amoco, Arco and Exxon Lubricants.

The company says the past two years has seen "a $120 billion series of mergers and acquisitions." The Arco buy in particular is seen as helping Air BP branch westward, with a new office in Long Beach, CA run by Neil Lock. Two refineries, in Los Angeles and in Cherry Point, WA support West Coast aircraft fueling services.

The company's new Helios logo also coincides with a new emphasis on South America and airport operations.

Also being introduced at NBAA are new personnel, notably Air BP CEO who is here from BP's UK headquarters. Brian Blazina is the company's new general aviation manager, based in Chicago and focused primarily on the U.S. Mark Frena is the company's new global general aviation manager. The recent mergers have made Air BP the leading fuel marketer to the airline segment; "Our aspiration is the be the number one marketer in general aviation as well," Frena said.

Paul Lantero is Air BP's new global card & marketing program manager.