SK Petroleum of South Korea is a major player in the Countries petroleum station market with over 2,500 stations. Concerned over their need to update and refresh their visual brand identity, the SK team carried out surveys and audits at their sites on their current ‘look and feel’ and engaged with Brand design experts to discuss how their Brand could evolve. With much consideration given to the core colour palette of SK red and SK orange, technical advice was sought over the best ways to optimise the colours during daytime and at night when illuminated.
Blessed with high impact colours, easy to backlight, the SK team began working with 3M Commercial Graphics team in Seoul in conjunction with several local Signage fabricators known to 3M. Advice was gained on economical but also reasonable quality flexible sign substrate materials that could provide not only no visual joins as with rigid plastics, but also a great level of uniform translucency and diffusion. 3M™ Pana-Plus substrate was subsequently subjected to tests and approved as authorised material.
Meanwhile, 3M had processed two special custom coloured cast translucent films specifically for use on the SK Petroleum rebranding programme – 3M™ Scotchcal™ Translucent Graphic Films Series 3630 ref. 3630-2398 Red and 3630-3386 Orange. With top quality colour density and uniformity, such films allowed SK Petroleum to deliver a high level of consistency and compliance across their network with 800 stations being signed in 2010, 400 in 2011 and so on.
SK Petroleum, who had used alternative film materials previously, had concluded that the 3M material specification was affordable and competitive, whilst offering a good level of quality and warranty support. In addition to this, and as important, was the way that the 3M local team worked closely with not only the Brand team but also with the Fabricator channels to achieve the communication objectives.