Great Minds Think Alike – The Story Behind The Infill Thinking Logo

Although not everyone is happy about it, we think Chesapeake’s new logo looks pretty good. Actually, really good. As reported by The Oklahoman last week, the company is rolling out a re-brand starting in January 2017, reflecting their evolution from ambitious young natural gas company (remember the blue flame in the old logo?) into a mature unconventional leader.

As you may have guessed, the green line of Chesapeake’s “H” depicts a horizontal well. We chose virtually the same concept for the “I” in Infill Thinking’s logo (we used a rig instead of the vertical well line). We’d like to see a few frac stages in Chesapeake’s design, but we’ll let that slide…

Similar to Chesapeake, we chose to include a horizontal well bore in the Infill Thinking logo to reflect change, modernization, and a new way of doing things.

We chose the horizontal well bore as the centerpiece of our logo because of the step change it ushered in. Our mission at Infill Thinking is “unconventional” reporting that unlocks meaning left buried by conventional industry reporting. And our mission is to do so more efficiently with new ways of thinking (for example no advertisements).

As we looked around at other industry logos, we saw lots of old technology and thinking as inspiration. Re-branding activity has been fairly light over the past few years. Other than Infill Thinking (and now Chesapeake) we haven’t seen the horizontal well shape used in any other O&G logo design.

At Infill Thinking, our mission is to change the way decision makers think about the industry. We see a metaphor worth aspiring to in the horizontal well bore, for it turned conventional methods upside down.

Now for your amusement, here is an early sketch of the concept that we handed over to our design firm this summer. This why we majored in finance instead of going to art school!

Finally a quick word on our scope – our logo shouldn’t be read as limiting us to the Lower 48 or shale coverage.

We focus exclusively on oilfield service, drilling and equipment – globally, offshore and onshore. Some E&P and commodity coverage is mixed in, as they drive the outlook for contractors and suppliers. Our research and selective news coverage addresses corporate strategy, company behavior, market trends, and key themes within these sectors.

Although our logo might make you think “shale”, Infill Thinking is not just an onshore report nor are we entirely devoted to the US market. Infill Thinking follows the biggest and most interesting oilfield service story lines. Right now, the Lower 48 oilfields are the most dynamic in the world, hence the frequency of US onshore in our coverage.

Subscribers are encouraged to send upstream topic suggestions to [email protected] any time. We write for you and we want to deliver thoughts on topics you find interesting.

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