Exxon Logo

Exxon LogoExxon Logo PNG

Exxon: Brand overview

Founded: 1972 (Exxon), 1999 (ExxonMobil)
Headquarters:
Texas , U.S
Website: corporate.exxonmobil.com

Exxon is a brand of the gas station and the name of the largest oil refinery in the world. ExxonMobil had owned the brand since 1999 when the companies merged. The Exxon logo points to service stations with gas stations, repairs, and car washes.

Standard Oil has been the company’s name since its founding in 1870. In 1911, it broke up into Socony, Jersey Standard, and 32 other companies, and in 1972 Jersey Standard was renamed Exxon. She named all the gas stations that previously existed under the brands Esso, Enco, and Humble with this name, which allowed her to clean up her assets. In 1999, it merged with the former Socony to form ExxonMobil.

Meaning and History

Exxon Logo History

What is Exxon?

The brand of the main successor to the large oil refinery Standard Oil. Today it is a network of gas stations in America headquartered in Texas.

Created by designer Raymond Loewy by the corporation’s order, the brand’s logo has since changed twice, but only slightly. In all variants, the zest proposed by the master in the form of a double X was preserved.

1972 – 1985

Exxon Logo 1972

The birth of the Exxon brand and its logo was a forced move for the Jersey Standard. After acquiring the major Humble brand, she renamed Esso and Enco gas stations. But in most states, it was not allowed to use the Esso brand since the name is formed as the pronunciation of the letters S and O (abbreviation of the parent company Standard Oil). And Jersey was one of the 34 SO heirs.

As a result, I had to maneuver between brands constantly. For unitization, it was decided to rename the company to Exxon Corporation and call all gas stations Exxon. The logo in the form of a word mark was proposed by brand designer Loewy. The main meaning was in the similarity of the double X with the double S in the previous name. This was supposed to help users connect with brands faster.
The word Exxon itself can be decomposed as “ex” (past), “x,” or “on” (on). It turns out that Exxon means replacing the past.

At the same time, the logo retained its similarity with previous emblems. The Jersey Standard and two of its brands were done in red and blue: oval shape, red lettering, and blue trim.

Exxon changed its shape to a rectangle with rounded corners. This showed that the brand has expanded compared to its predecessors (in the Fortune 500 magazine, it occupied the first positions for a long time). The red inscription brought it closer to Esso and Enco.

The blue bar at the bottom shows the parent company’s foundation upon which Exxon is building its future.

Unlike many other brands, history has preserved not only the original sketch of the master but also all the options he developed. The sketch shows that Loewy thought about exactly how to connect the two Xs in the drawing for a long time. He made them look like S and W. In the end, he settled on placing one of the letters above the other.

One above the other, the inscription XX, created an elongated common element. It was like an arrow on a fuel gauge, which indicates that the fuel is running out and it’s time to refuel. This was a great psychological move: when looking at the logo, drivers remembered the need to fill the tank.

The design looked like an inclined letter H, which connected the logo with the Humble brand. This made Exxon’s decryption even clearer. Some saw in the composition a Templar cross and an indication of Masons. However, there is no exact evidence of the owner’s involvement in the order.

In general, the designer never revealed the secret of his choice and claimed that he used a double X for this so that everyone would think about it.

1985 – 2016

Exxon Logo 1985

The company expanded, opened several oil refineries, and acquired a 48% stake in the Hunt Oil Company from Yemen in 1985. It is recognized as the second-largest industrial giant in the world. She owns 10% of the oil market.

Success was marked by rebranding. The main changes affected the shape of the logo, which instead of rounded corners, got sharp, becoming a real rectangle. It showed power. The company no longer strives to please someone and does not “smooth corners.” She dictates the rules herself, as she is at the very top.

The blue stripe has risen from the edge of the logo, showing the brand’s elevation. Instead of bright scarlet, the inscription’s color has become closer to solid crimson. In contrast to the enthusiasm and bright impulses of the first color, it symbolizes creativity, career growth, and professionalism.

The capital letters of the inscription reinforced the message of leadership and superiority.

2016 – today

Exxon Logo

In 1999, Exxon merged with Mobil, and now the main company had several equivalent brands. It’s time to “bring the Exxon brand into the family.” ExxonMobil’s visual sign was red lettering. To connect the two brands, they created completely overlapping logos.

The Exxon badge has been stripped of all additional attributes. There were red letters with a characteristic double X. In the upper case, only a capital letter emphasized that Exxon is just one of the company’s brands.

Font and Colors

Exxon Emblem

The colors of the logo are quite patriotic. Red, blue and white is the main colors of the American flag. They show that Exxon operates throughout the US. The first Standard Oil firm united 40 corporations across the country and controlled 95% of the oil industry.

The last visual sign is monochrome. Red in it symbolizes dominance, active development, first-class service, and love for one’s work.

Exxon Symbol

The font is unique. Based on Cocogoose Pro Text Bold.

Exxon color codes

Pigment Red Hex color: #ed1b2d
RGB: 237 27 45
CMYK: 0 89 81 7
Pantone: PMS Bright Red C