IDENTITY AND HISTORY OF THE TOTAL BRAND
TOTAL is a French brand that evokes globality and commitment. Besides being the name of the Group, Total has an identical meaning and pronunciation in many languages of the world. For several years the TOTAL brand has acquired an important capital of notoriety and sympathy with our public, partners and consumers.
The Total logo
In 1953, the managers of the Compagnie Française de Raffinage deposited a new trademark called "Total" at the Paris commercial court. Two years later, the famous red flame with the blue circle becomes the symbol of the brand.
Over the years, the TOTAL brand changes its logo and evolves in parallel with the Group in order to show the dynamism and diversity of the TOTAL brand activities. After the merger with Petrofina and ELF (in 2000), the logo in 2003 becomes the expression of a new Group and its future. The new symbol of the TOTAL brand evokes the global dimension of our activities, our involvement in multiple energies and the purpose of our profession which is to bring warmth and movement to the world.
EXPERTISE AND KNOW-HOW
TOTAL products (lubricants, additives, special fuels and others) rely on the Group’s research facilities and on a large number of scientific partnerships that the Group or its branches have established with French, European and international universities. It is in this manner that we formulate and develop tomorrow’s products.
Scientific partnerships with high level specialists from the academic world are supplemented by studies carried out by our own researchers, in particular within the Solaize Research Centre, in the Lyon region. All this work leads to patents’ filing, protecting our know-how worldwide and ensuring that our solutions remain original. Our strength thus resides in the close cooperation existing between developers and researchers for the successful conduct of the development programs.
We take each of your challenges as a fresh opportunity to act and to innovate!
The Total technical teams make constant efforts in Research & Development in order to offer increasingly innovative lubricants. Our engineers at the Solaize center thus develop products and solutions suited to the latest technological developments in various sectors of activity such as the automotive or motorcycle sectors.
Our Marketing Development department relies on the Total group’s research division for designing the products of the future. The differences in regulatory requirements throughout the world and constant environmental progress (in particular the reduction of greenhouse gases and CO2 emissions) underpin our innovation strategy.
Issues such as the decrease in the amount of sulphur or the disappearance of lead from fuel a few years ago have opened new opportunities for specific additives. Finally, to support the industrialization of our solutions, we are working with industrial partners who custom manufacture, often exclusively for us, the active ingredients which then enable us to develop 250 to 300 new products each year.