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New Logo for Twice Daily Gas Stations by Onoma

New

Noted Aug. 6, 2014 by Armin

Industry / Retailers Tags /

About

Twice Daily started as a mid-size convenience store network in Tennessee and now offers a private label gasoline brand distributed in the state and Kentucky. The private label brand “Twice Daily” offers gasoline with a more competitive price point than the major oil companies such as Shell, Mobil, Gulf, Sunoco and BP. To differentiate from these major oil brands, a new identity for the “Twice Daily” products was designed, implemented and launched earlier this year.

Design by

Onoma (New York, NY)

Related links

Onoma project page

Images (opinion after)
New Logo for Twice Daily Gas Stations by Onoma
Logo detail.
New Logo for Twice Daily Gas Stations by Onoma
Existing Twice Daily grocery store identity and retail.
New Logo for Twice Daily Gas Stations by Onoma
New Logo for Twice Daily Gas Stations by Onoma
New Logo for Twice Daily Gas Stations by Onoma
Gas station.
Opinion

This may come across as either praise or scorn but I haven't seen a logo like this since the 1980s. There is something so romantically old school and almost textbook about it that makes it work so well. You could easily picture someone drawing this with a Rapidograph and having a standards manual in a three-ring binder. I hate Gill Sans but I like the way that single "t" sits in the circle with the unapologetic wing-burst-thing coming out of it. The existing Twice Daily logo and wordmark and the rest of the company's identity is pretty ho-hum but the extended identity into car fuel works nicely.

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