“Fan the Flame”
(Est. 1889, retired 2004) “Amoco Corporation, originally Standard Oil Company (Indiana), was a global chemical and oil company that was founded in 1889 around a refinery located in Whiting, Indiana, United States. It later absorbed the American Oil Company, founded in Baltimore in 1910 and incorporated in 1922 by Louis Blaustein and his son Jacob. Amoco merged with British Petroleum in December 1998, forming BP Amoco. Shortly after the merger, Amoco stations began a rebranding that saw the stations change their names to the BP marque while continuing to sell Amoco-branded fuel. Eventually all traces of the Amoco brand name were eliminated and the stations adopted the BP branding permanently, although Amoco’s grade naming system is still in use. In October 2017, BP revealed that it will be reintroducing the Amoco name to select US markets.” (Wikipedia)
BP press release
Last seen more than a decade ago in the U.S., the Amoco brand will be available to BP marketers as a complementary retail offering in cities where there could be additional growth opportunities. It also will help resolve local, competitive station conflicts in markets where there may already be one or more BP stations in close proximity.
BP consumer research found that the Amoco brand still resonates with many American consumers, and that both it and the BP brand appeal to similar audiences. In light of the findings, the two brands will share a similar marketing strategy, leveraging the strengths of BP’s programs and the familiarity of the Amoco brand.
Images (opinion after)
The old, defunct Amoco logo wasn’t great BUT it had the benefit of being old and carrying with it a naive, vintage appeal that is in high demand these days and could have served as a springboard for a beautifully crafted revival. Instead we got a cheesy, gradient-drenched rendition that is a few years (or couple of decades) behind the trend. Underneath all the make-up is actually a not half-bad structure with some good curves, a nice integration of the torch and holding device, and a somewhat convincing italic wordmark but the gradients kill it on arrival. There is also something icky about this whole thing, being highly opportunistic from BP by re-introducing what looks like a stand-alone brand that may come across as an alternative to BP gas stations but ultimately the money is going to BP. Many people will not know Amoco and BP once were the same company… it’s been almost 20 years since the merger and that’s a whole new generation of gas guzzlers.