Exxon Logo PNG
The world-famous Exxon logo characterizes this company as a leader in the energy market. It embodies hidden aggression, an aspiration for dominance, and inner strength. The emblem’s visual dynamics perfectly convey the idea of fuel-powered vehicles.
Exxon: Brand overview
John D. Rockefeller founded the Standard Oil Company in Ohio in 1870, marking the start of Exxon’s history. The company quickly became a leader in the U.S. oil industry through efficient production methods and an aggressive acquisition strategy. Standard Oil expanded rapidly, becoming a vertically integrated organization that managed every aspect of the oil business, from production to retail sales.
1882, Rockefeller reorganized his holdings into the Standard Oil Trust, combining several companies under unified management. Among the trust’s key holdings was the Standard Oil Company of New Jersey, which later became Exxon. This division oversaw oil refining and distribution on the East Coast of the United States.
In 1911, the U.S. Supreme Court ruled that the Standard Oil Trust violated antitrust laws and ordered its breakup into 34 independent companies. The Standard Oil Company of New Jersey inherited many of the trust’s assets and became independent.
The 1920s marked the beginning of the organization’s international expansion. It began exploring oil fields in the Middle East and partnered with Imperial Oil in Canada. During this time, it also launched a chain of gas stations under the “Esso” name, derived from the initials S.O., representing Standard Oil.
Despite the economic challenges of the Great Depression, the company continued investing in manufacturing and technological innovation during the 1930s. A research center in New Jersey was established, where advancements in oil refining and lubricant production were developed.
After World War II, the organization significantly expanded its global operations. In the 1950s, it became one of the first American businesses to work in oil fields in Saudi Arabia. During this period, it also expanded its network of gas stations across Europe and the United States.
In the 1960s, the corporation faced restrictions on using the Esso brand in certain parts of the United States, so it created a new brand. After completely rebranding its gas station network, the company officially adopted the name Exxon Corporation in 1972.
The oil crisis 1973 brought new challenges, pushing the business to seek additional oil sources and adapt to changing market conditions. During this time, it invested heavily in exploration, including projects in the North Sea and other regions.
The 1980s saw the organization expanding its chemical operations and developing advanced oil production technologies. It became a leader in deep-water drilling innovations, solidifying its position as a pioneer in the oil industry.
In the early 1990s, the business continued to grow its global presence, expanding operations and investing in new oil extraction and refining technologies. Large-scale projects were undertaken in regions such as Russia and Asia-Pacific nations.
In late 1998, the corporation announced its merger with Mobil, finalized in 1999 and formed ExxonMobil. This marked the end of its existence as a stand-alone company, though its legacy continues through the merged entity. Before the merger, the organization had been one of the world’s largest and most technologically advanced oil companies, excelling in the exploration, production, refining, and marketing of petroleum products. Known for meticulous management and high standards, the business set benchmarks in the oil industry and became one of the most successful companies in American history.
Meaning and History
The brand’s logo, created by designer Raymond Loewy on behalf of the corporation, was changed twice, but only slightly. The master’s proposed twist, a double X, was retained in all variants.
What is Exxon?
This American oil corporation is renowned for its extensive network of gas stations and high-quality fuel products. The brand is associated with reliable fuel and lubricants, with its stations standing out for thoughtful design and exceptional customer service. The company has set its standards for fuel and lubricant quality, introducing products like the Supreme series motor oils and gasoline with additives. Its network of gas stations spans numerous regions, offering fuel and related services and products.
1972 – 1985
The birth of the Exxon brand and its logo was a forced move for Jersey Standard. After acquiring the large Humble brand, it renamed Esso and Enco’s gas stations. However, most states did not allow the Esso brand because the name was formed by pronouncing the letters S and O (an acronym for Standard Oil’s parent company). And Jersey was one of SO’s 34 successors.
As a result, it was necessary to constantly maneuver between brands. To unify, it was decided to rename Exxon Corporation and call all gas stations Exxon. Brand designer Loewy proposed a wordmark logo. The main meaning was the similarity of the double X to the double S in the former name. This was supposed to help users make a quicker connection with the brands.
The word Exxon can be decomposed as “ex” (past),” or “on.” Thus, Exxon stands for replacing the past.
At the same time, the logo retained similarities to previous emblems. Jersey Standard and its two brands were designed in red and blue: an oval shape, red lettering, and a blue border.
Exxon changed its shape to a rectangle with rounded corners. This signaled the brand’s expansion compared to its predecessors (it had long held top positions in the Fortune 500). The red lettering brought it closer to Esso and Enco.
The blue bar at the bottom shows the parent company’s foundation on which Exxon is building its future.
Unlike many other brands, history has preserved not only the master’s original sketch but also all the variations he designed. The sketch shows that Lowy long considered connecting the two Xs in the drawing. He made them look like an S and a W. Ultimately, he settled on placing one of the letters above the other.
The XX lettering placed one above the other, created an elongated common element. It resembled the arrow on a fuel gauge, indicating that fuel was running low and it was time to fill up. This was a great psychological move: looking at the logo reminded drivers to fill the tank.
The design resembled a slanted letter H, linking the logo to the Humble brand. This made the Exxon decipherment even more understandable. Some saw the composition as a Templar cross, indicating the Freemasons. However, there is no exact evidence of the owner’s involvement with this order.
In general, the designer never revealed the secret of his choice and claimed that he used the double X to make everyone think about it.
Testing of the new Exxon name began in September 1971 in cities such as Manchester (New Hampshire), Nacogdoches (Texas), Athens (Georgia), San Luis Obispo (California), and Zanesville (Ohio). By 1972, the brand had fully replaced previous names such as Esso, Humble, and Enco, except in states within the Great Lakes region.
The 1972 Exxon logo reflects when the company balanced its heritage with modern challenges. Its unique letter design, refined shape, and color palette made it on
1985 – 2016
The company expanded, opening several refineries. 1985, it acquired a 48% stake in Yemen’s Hunt Oil Company. Today, it is recognized as the second-largest industrial giant in the world and owns 10% of the oil market.
The logo retains the traditional color scheme of bright red letters on a white background, highlighted by a broad blue stripe.
The most distinctive feature of the new emblem is the rectangular background, which replaces the previously rounded shapes. This element symbolizes the company’s maturity, demonstrating that the brand no longer needs softened edges to appeal to its audience. The design remains true to the company’s heritage: the double “X,” with its unique crossing, continues to be a hallmark of the logo.
The logo was used on signage and promotional materials until 2016 when a modern, updated version was introduced. Nevertheless, this design remains an important symbol of Exxon’s era of solidifying its position in the energy industry.
2016 – today
In 1999, Exxon merged with Mobil, creating one of the world’s largest oil and gas companies. However, even after the merger, both brands continued to operate independently, retaining their logos to reflect their historical roots and serving their respective territories and markets. The Exxon emblem underwent significant changes to align with the updated corporate identity.
The new logo’s only visual element carried over from previous versions is red. The distinctive double “X” remains a key feature.
The font was updated to be modern and minimalist. It lacked any additional elements, such as outlines or backgrounds, focusing on the purity and simplicity of the design. The single uppercase “E” emphasized that the brand was now part of a larger structure but retained its individuality and significance.
In 2014, the company modernized the visual mark further, making it even more streamlined. This design began appearing on gas station signage and pumps to standardize the visual appearance of the ExxonMobil brand. Starting in 2016, it became the official corporate mark.
Some question why the Exxon logo was updated in 2016, given that ExxonMobil already had its corporate emblem. The answer is simple: Exxon and Mobil continued to exist as separate brands after the merger, such as to designate different gas station networks in various regions. This allowed them to maintain loyalty to local customers without disrupting the established identity of each brand.
2018 – today
The Exxon logo, introduced in 2018, combines classic elements with modern minimalism. The central feature of the design is the blue line at the bottom, which references earlier versions of the logo and emphasizes continuity and the brand’s long-standing history. The line’s symbolism can be interpreted as reflecting the company’s traditions and stability.
The usage of this logo remains unclear. It may have been used in advertising campaigns, promotional merchandise, or other specific contexts. However, no definitive information about its applications is available from public sources.
Font and Colors
The logo’s colors are quite patriotic. Red, blue, and white are the primary colors of the American flag. The logo shows that Exxon operates throughout the United States. The first Standard Oil firm had 40 corporations nationwide and controlled 95% of the oil industry.
The last visual sign is monochrome. The red color symbolizes dominance, active development, first-class service, and love for their business.
The font is unique. It is created based on Cocogoose Pro Text Bold.