A Bold New Brand Identity for SPS, a Diesel Fuel Distributor

A diesel fuel distributor is judged on one thing: showing up on time with the right product. Its brand has to say the same thing before a single litre is delivered, on a business card handed over at a site and on the invoice a client signs.

We designed a new identity for a family-run distributor and carried it into the documents the team uses every day, so every touchpoint, from the first card to the final invoice, looks like the same dependable company.

The client is a family-run petroleum services company that supplies diesel to businesses and residential buildings by tanker truck. Its customers buy in bulk and on a schedule, so trust, accurate paperwork and clear contact details matter as much as price.

• No consistent visual identity: documents and contact details looked different from one piece to the next.
• A competitive trade market where a distributor has to look established and reliable at a glance.
• Invoices that had to work in two languages and capture delivery details such as truck number, compartment and litres measured.
• A brand that had to read well in full colour, in one colour and at very small sizes.

• Create a distinctive mark that signals energy and movement without the clichés of a fuel pump.
• Build a flexible logo system with colour, black and white versions of both the full logo and the icon.
• Design stationery the team can print and use immediately.
• Turn the invoice into a branded, bilingual document that fits how deliveries actually happen.

The mark is a flame made of flowing ribbons that also read as a winding road, a nod to fuel and to the trucks that deliver it. It sits beside a bold, geometric wordmark in a red to orange gradient, with the line Fueling with Passion underneath.

• A full logo and a standalone flame icon for small spaces, social avatars and truck decals.
• Colour, black and white versions of each, six files in total, ready for print and screen.
• The ribbon shape reused at large scale as a graphic element on the stationery.

We applied the identity to the pieces a distributor hands over every day, keeping them clean and easy to read with the brand gradient as the signature.

• A two-sided business card: contact details on a clean white front, the oversized flame ribbon and logo on the back.
• A branded envelope with the logo, the company block and the gradient band.
• One consistent layout grid and colour band across every piece.

The invoice is the document a client keeps, so we treated it as part of the brand. Each version carries the company details in English and Arabic, a faint ribbon watermark and fields built around a fuel delivery.

• Fields for client, delivery point, account number, currency, truck number and DT number.
• A product table with compartment, litres, litres corrected to 15 degrees, price per 1,000 litres and net price.
• Four layouts, including a pre-printed delivery slip for metered tanker readings and colour variants for different copies.
• Payment terms in Arabic and signature lines for the client and the accounting department.

• A complete brand identity: full logo, flame icon and the Fueling with Passion line.
• Six production-ready logo files in colour, black and white.
• A business card, an envelope and four bilingual invoice layouts, ready to print.
• One consistent look across every document a client sees, from the first meeting to the final invoice.