SAF Needs a Brand Strategy: Here’s what we can learn from the energy majors
Elinor Daniell
Marketing Executive
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Sustainable Aviation Futures
Brands are powerful (and largely underestimated!)
When we see the yellow scallop shell, or the bold red and blue stripes of Chevron; we don’t need a name to know who we’re looking at. These are not just oil and gas companies. These are global brands with decades of brand equity and recognition.
Now, these same energy majors are helping shape the next era of aviation - one powered not by fossil fuels, but by sustainable aviation fuel (SAF). But their contribution isn’t just in R&D, refining capacity, or infrastructure. It’s in influence. Their brands can help mainstream SAF.
As a marketer, I believe that establishing a strong brand is just as important as the biofuel.
From fossil fuels to future-focused brands
Energy majors didn’t become household names overnight. Their logos, visual identities, and corporate messaging have been carefully developed over decades. Shell’s bright yellow shell, BP’s reimagined “Helios” symbol, Chevron’s stripes are all globally consistent, deeply embedded in our visual culture to convey their credibility.
Behind those symbols are brand guidelines spanning tone of voice, typography, colour palettes, iconography, mission statements, and so much more! These aren’t just design rules; they’re strategic tools that shape how their audience perceive their company’s purpose and values.
What is brand equity? And why does it matter for SAF?
Brand equity is the value a brand holds in the minds of consumers - built not only on the products or services it offers, but also on the trust, recognition, and reputation it earns over time. It’s the added weight a brand name carries that can influence customer decisions, loyalty, and even wider industry adoption.
In the context of SAF, this matters more than ever.
SAF is still an emerging technology: technically complex, costly to produce, and unfamiliar to much of the public. That’s where brand equity becomes a powerful tool.
When a well-established energy major backs SAF, it doesn’t just bring investment or infrastructure. It brings credibility. The trust these companies have built over decades now helps shape how SAF is perceived, accepted, and scaled.
It’s not just about what these companies are doing in the SAF space. It’s about what their brands represent. Their logos, messaging, and market presence send a signal of confidence and long-term commitment that can’t be underestimated.
Co branding and strategic partnership strength in SAF
We’re increasingly seeing SAF initiatives rolled out as partnerships, such as TotalEnergies and Airbus. These aren’t just business arrangements, they’re branding strategies. A co-branded SAF launch sends a signal of shared commitment and collective momentum.
In marketing terms, this is known as the “halo effect”: the strength of one brand elevates the credibility of another. That’s why it's vital for SAF-adjacent companies to think seriously about their own branding. Being consistent, memorable, and strategic isn't optional.
What SAF stakeholders can learn from big, established brands
Any company operating in or around the renewable fuels space can take cues from how established brands have built influence and trust over time.
Consistency builds recognition: Whether you're a fuel producer, airline, logistics partner, or policy body, showing up with a consistent visual and verbal identity across platforms helps solidify your place in the ecosystem.
Clarity cuts through complexity: SAF can be technical, layered, and regulatory-heavy. But strong brands find a way to simplify the story. A clear, confident message invites engagement (especially from those outside the sector).
Emotional resonance still matters: Even in B2B aviation and energy markets, audiences connect with purpose. Telling stories of climate ambition, collaboration, and innovation helps create relevance and impact.
Ultimately, branding is about positioning. And SAF isn’t just a product or policy, it’s a long-term promise. The more confidently we brand that promise, the more momentum we can build across the entire value chain.