(Est. 1980) “Valero Energy Corporation, through its subsidiaries, is an international manufacturer and marketer of transportation fuels and other petrochemical products. Valero, a Fortune 50 company based in San Antonio, Texas, with approximately 10,000 employees, is an independent petroleum refiner and ethanol producer, and its assets include 15 petroleum refineries with a combined throughput capacity of approximately 3.1 million barrels per day and 11 ethanol plants with a combined production capacity of approximately 1.45 billion gallons per year. The petroleum refineries are located in the United States, Canada and the United Kingdom, and the ethanol plants are in the Mid-Continent region of the U.S. In addition, Valero owns the 2 percent general partner interest and a majority limited partner interest in Valero Energy Partners LP, a midstream master limited partnership. Valero sells its products in both the wholesale rack and bulk markets, and approximately 7,400 outlets carry Valero’s brand names in the U.S., Canada, the U.K. and Ireland.”
Antista Fairclough (Atlanta, GA)
Valero’s brand heritage and image played an important role in the new design. Knowing how far Valero wanted to move its brand image on an evolutionary scale created a framework for the new image to successfully come to life.
Images (opinion after)
Valero was a semi-regular sight in Austin for us as well as when we drove around Texas… I mention this because I used to go out of my way to NOT stop at a Valero based on their logo alone. If there was a Valero in the middle of a little-habitated highway I would wait it out for another brand. It just looked cheap and not very trustworthy. The noodle/squiggle thing in the “V”, paired with that moldy blue/green color always turned me off. The new logo fixes the color palette with a more normal blue but the logo doesn’t really improve much. The new squiggle is now squatter and, unlike the old squiggle, which was likely drawn by hand, the new squiggle looks clearly like the result of an Illustrator stroke with the tight curves looking awkward. The bigger change is in the wordmark, that goes from an all-uppercase geometric sans to a title case futuristic-y sans that is somewhat unappealing. That “r”… very sad. The station is a HUGE improvement over the old ones. I don’t mean to say the new station is super cool because it’s mostly just fine but at least it is not depressing. Overall, it’s a relative improvement but far from an inspirational one — I wish they had taken that 1980s squiggle and made something more jovial.