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Gulf Oil Refreshing Brand, Updating C-Store Image

Rolling out new package that also includes diesel, car-wash elements
gulf oil retail
Photograph courtesy of Gulf Oil

WELLESLEY HILLS, Mass. Gulf Oil is introducing a new retail fuel image, a refresh of its iconic logo with a modern look. The market launch will begin with a rebranding of approximately 700 locations in the Northeast over the next two years, including its 11 flagship locations on the Massachusetts Turnpike.

The new Gulf retail image incorporates brighter variations of the “classic Gulf colors, a friendlier typeface and warm gradient sun imagery,” the company said. “From an eye-catching main ID to bold branding on the canopy and bursts of color throughout the forecourt, the contemporary image is designed to leave a lasting impression.”

The new image package also includes a branded diesel offering, an updated Gulf Express convenience-store image and car-wash signage that are all complementary to the new fueling experience.

The company is testing the new image at several prototype locations in New England. Gulf plans to introduce the new image to its distributors and dealers through a series of road shows.

"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," said Eric Johnson, CEO and president of Gulf Oil.

In addition to providing branded distributors with a reimage program, Gulf will offer competitive conversion incentives to customers looking to grow their portfolio.

"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," said Sue Hayden, chief marketing officer of Gulf Oil. "The reaction to our prototype sites and plans for a full-scale market rollout have been overwhelmingly positive."

Wellesley Hills, Mass.-basedGulf Oil is a diversified refined products terminal operator and distributor of motor fuels in the United States. It supplies refined products under the Gulf Oil name to approximately 1,800 locations in 36 states and Puerto Rico, as well as unbranded products to 1,000 private-label locations nationwide.

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