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Citgo Rebranding Has Things Covered

July 7, 2011 - 11:21 pm

CITGO logoWith station refreshes beginning to appear throughout Chicago this summer, CITGO has begun to realize its goal of rebranding its entire network of 6,500 locally owned CITGO branded gasoline and nearly 200 CITGO Fast Lube stations across the US. According to last August’s press release, the design was intended to enhance the visual impact of branded locations, be easy to install, and withstand the elements.

citgo rebranded canopy

Old station brandingBy all appearances, the new branding approach seems to achieve these objectives. Compared to the new street image, the old branding seems as flat and uninspired as it could possibly be.

The CITGO trimark has always had a powerful, dimensional quality to it since its introduction in 1965. Its simplicity has made it a distinctive mark for decades; having a hard-to-explain timeless yet modern quality. This new application of the core brand elements and dimensionality look to be a success. In fact, the folks at CITGO like it so much they used the canopy to top their corporate website, presumably to keep all their web content dry and out of the rain.

Corporate website



Chris Hartman

January 3, 2012 11:21 pm

Do you have Gulf stations in your area? I really dig the way they rotate and cut off the top and bottom of their logo in order to fit in rectangular spaces. I first noticed this at Fenway Park. The Gulf logo was on the wall in the left field corner (in the grandstand, not on the green monster). It was huge, too big to fit in the triangular wall space, but they didn’t care, just rotated it about 15 degrees and cut off the top and bottom. It looked smashing, sort of like a giant had plastered a giant sticker for a band called Gulf on the wall. I’ve also noticed this tactic at their branded locations.

I don’t think I know of another brand that has done this, though it did make me wonder about the first time that a graphic designer proposed obscuring part of a magazine’s cover logo with a photo. I imagine that gamble involved many many meetings.

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