Gulf Oil has revealed plans to introduce a new retail fuel image, which includes a refresh of the famous petroleum brand’s round-shaped logo.

Company bosses say the new look will appeal to the consumer’s eye thanks to brighter variations of the classic Gulf colours, a “friendlier” typeface, and “warm gradient sun imagery”.

“Our consumers and distributors are looking for more from the Gulf brand and this is an opportunity for us to capture their attention with a look unlike any other in the market today. The refreshed image is one of the critical elements of strengthening Gulf as a first-class brand and fuels supplier,” explains Eric Johnson, CEO and president of Gulf Oil.

Gulf will kick off the market launch by rebranding approximately 700 locations in its USA market over the next two years, including 11 flagship locations on the Massachusetts Turnpike.

“We are extremely excited to launch the new contemporary design this spring. This represents a turning point for Gulf and our customers’ ability to grow the business together in a more powerful way,” says Sue Hayden, CMO of Gulf Oil. “The reaction to our prototype sites and plans for a full scale market rollout have been overwhelmingly positive.”

The new identity package also includes a branded diesel offering, an updated Gulf Express convenience store image and car wash signage.

The image is currently being tested at several prototype locations throughout New England.

Source: Gulf Oil