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Marathon Unveils New ‘Endurance’ Brand Imaging

Update includes retooled logo, channel letters, illumination
Photograph courtesy of Marathon Petroleum Corp.

FINDLAY, Ohio — Marathon Petroleum Corp. has revealed a new image for Marathon-branded gas stations to represent the retail brand into the next decade and beyond. 

“Remaining true to our heritage, you will still see the familiar red, white and blue colors reconfigured into a bolder, more contemporary design,” said John Rice, manager of brand marketing at Marathon. “Updated dimensional elements such as a retooled logo, channel letters and illumination will capture attention both day and night. The new image also features ‘Endurance Fuels’ to underscore Marathon’s enduring commitment to provide consumers with high-quality fuels.”

As part of the development process, Marathon will test the new look this month at three prototype sites in Findlay, Ohio, where the company has its headquarters, and will announce a full launch plan by August.

The new image provides a brighter, more modern look that emphasizes Marathon’s commitment to quality and reliability with space for further innovations, said Steve Solomon, director of brand strategy and innovation at Marathon. “Brand marketing is a key component of Marathon’s go-to-market strategy, and this new image is just the beginning of more innovations to come,” he said.

Marathon Petroleum is an integrated, downstream energy company that operates the nation's largest refining system. The company sells refined products to wholesale marketing customers domestically and internationally, to buyers on the spot market, to independent entrepreneurs who primarily operate Marathon-branded gas stations and convenience stores, and through long-term supply contracts with direct dealers who operate locations mainly under the ARCO brand. As of Dec. 31, 2021, Marathon petroleum had 7,159 primarily Marathon-branded jobber outlets in 37 states, the District of Columbia and Mexico and 1,086 primarily ARCO branded direct dealer locations primarily in Southern California. It sold its more then 3,800-unit Speedway retail gas station and c-store network to Irving, Texas-based 7-Eleven Inc. in May 2021.

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