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The energy company BP, which famously rebranded itself as 'Beyond Petroleum' in 2000 and pledged that being '' was a core company belief, has replaced its trademark 'Green' brand value with a committment to be 'Responsible', .

In practice, this means that BP wishes to be seen from now on as 'committed to the safety and development of our people and the communities and societies in which we operate ... no accidents, no harm to people and no damage to the environment.'

The policy change doesn't mean that BP is no longer interested in developing its green credentials, of course. (Indeed, .)

BP's press office has also made it clear that they see this as an evolution rather than a replacement of their 'Green' brand value (Beyond Green, perhaps?), but it's clear some reshuffling of priorities has occurred.

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