Citgo
On the GO
CITGO is a hundred-year old company that refines and markets transportation fuels, lubricants, petrochemicals, refined waxes, asphalt and other industrial products.
Challenges
The “Cities Service” name lacked appeal among busy, on-the-go motorists, hampering the gasoline company's marketing efforts. Facilities and brand components also required an updating to meet new marketing goals
Actions
Introduced CITGO, a short new name designed for fast recognition on the highway, easy pronunciation and recall, establishing a modern attitude while maintaining connection to company heritage
Retained the equity of Cities Service's original Greek delta symbol, incorporating a fresh and highly visible combination of colors and streamlined design features
Extended implementation of the new program to retail facilities, trucks, packaging, uniforms, credit cards and sales materials