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Gulf Unveils New Consumer Brand Platform

‘It All Starts Here’ features updated logo, refreshed messaging
Photograph courtesy of Gulf Oil

WELLESLEY HILLS, Mass. — Venerable fuel companyGulf Oil LP has unveiled a new brand platform called “It All Starts Here.” The platform reinforces the brand’s evolution with the changing demands of today’s consumer, it said.

With the new brand platform, Gulf is drawing on over a century of traditional brand equity while modernizing elements of its brand iconography, including an update to the Gulf disc, a refreshed font and the introduction of new colors. When approached from the street, the overall image has shifted to feature orange as the primary color to brighten the logo and present a welcoming look and feel.

“We continue to make significant improvements to our brand offering, ensuring an all-encompassing experience and new ways to keep our customers moving well beyond the pump,” said Gulf Chief Marketing Officer Sue Hayden. “This platform focuses on owning a new value, one of being a locally connected brand that understands how to make the travel experience reliably easy.”

Visually, It All Starts Here signals a change for the brand, with a look and feel that conveys friendliness and ease, according to the company. The branding embodies Gulf’s tradition of customer service, building upon past innovations and appealing to a more diverse consumer base with a much broader set of needs, it said.

“‘It All Starts Here’ is a unified, action-oriented message that carries with it an entirely new energy to a cross-generational audience,” said Nikki Fales, director of marketing at Gulf. “People of all ages will connect with the real-life and aspirational elements the new campaign radiates.”

The campaign will feature 30- and 15-second commercial spots airing on connected television throughout the summer driving season. The spots focus on the everyday lives Gulf fuels and demonstrates that opportunities are endless if they begin with a great start., the company said.

In addition to the commercial spots, the campaign will deliver messaging through station signage, billboards, social media and in digital ads on platforms including YouTube, Waze and GasBuddy.

Wellesley Hills, Mass.-based Gulf fuels consumers through approximately 1,400 Gulf-branded gas stations across 36 states and Puerto Rico. The company also distributes unbranded products to 1,000 private-label locations nationwide.

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