Gulf Oil has released a refreshed retail identity with brighter brand colors, a modified wordmark, and a glow that has been added to the design's interior.
Gulf has been in business for more than 100 years, but its circular logo design has remained relatively static over time. The new design has a thicker outline and overall more solid design, including a wordmark that benefits from better letterspacing. Trimming off half of the crossbar on the letter "f" helped a lot.
The retail application, which will be rolled out in 700-some locations in the northeast United States over the next two years, includes bolder color use on canopies and buildings.