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New Logo for Imperial Oil



Noted Aug. 20, 2014 by Armin

Industry / Corporate Tags /


(Est. 1880) “Imperial Oil Limited is a Canadian Petroleum company. It is Canada’s second-biggest integrated oil company. Exxon Mobil Corp. had a 69.6 percent ownership stake in the company as of December 31, 2012. It is a significant producer of crude oil and natural gas, Canada’s major petroleum refiner, a key petrochemical producer and a national marketer with coast-to-coast supply and retail networks. Its retail operations include Esso-brand service stations and On the Run/March´ Express and Tiger Express-brand convenience stores. It is also known for its holdings in the Alberta Oil Sands. Imperial owns 25 percent of Syncrude, which is one of the world’s largest oil sands operations.” (Wikipedia)

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Relevant quote
Our new logo builds on our heritage with a dynamic representation of the former three-star design, symbolizing high standards as well as the forward motion and bright future ahead of us. The corporate name Imperial now stands on its own, reflecting the company’s diverse opportunities for future growth. Our widely recognized retail brands will continue to be marketed under the Esso and Mobil 1 logos, providing premium fuel and lubricant products to our customers nationwide.

2013 Annual Report (PDF)

Images (opinion after)
New Logo for Imperial Oil
Logo detail.
Extremely soft-spoken introduction of the new logo.

Even within merger-y logo standards, the ESSO-Imperial lock-up was an unintegrated flop — I would mostly blame the "Imperial Oil" wordmark with its terrible, awful, useless stencil versions of the "e" and "a". The new logo drops the ESSO logo and the word "Oil" for an FF Dax-like wordmark that is a relative improvement and I could even say I like it were it not for the sorry excuse of an "r". The 3 stars come from an older Imperial logo (shown in the video at some point) and are sort of fine. The wrapped-in-a-globe approach makes me think of a dozen other star logos I've seen but forgotten right away. Overall, an improvement simply because of the reduction in elements and usability of the old logo but not an entirely satisfying new one.

Thanks to Imeyen Akai for the tip.

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