Wellesley Hills, Massachusetts – March 6, 2019 – Gulf Oil today announced plans to introduce its new retail fuel image. The image is a fresh and modern look that encompasses brand equities that have kept the Gulf brand strong for over 100 years.

The new Gulf retail image appeals to the consumer’s eye with a refresh of the iconic logo, incorporating brighter variations of classic Gulf colors, a friendlier typeface, and warm gradient sun imagery. From an eye-catching main ID to bold branding on the canopy and bursts of color throughout the forecourt, the contemporary image is designed to leave a lasting impression.

“Our consumers and distributors are looking for more from the Gulf brand and this is an opportunity for us to capture their attention with a look unlike any other in the market today. The refreshed image is one of the critical elements of strengthening Gulf as a first-class brand and fuels supplier,” stated Eric Johnson, CEO and President of Gulf Oil.

Gulf will kick off the market launch by rebranding approximately 700 locations in the Northeast market over the next two years, including its 11 flagship locations on the Massachusetts Turnpike. In addition to providing branded distributors with a reimage program, Gulf will offer competitive conversion incentives to customers looking to grow their portfolio.

“We are extremely excited to launch the new contemporary design this spring. This represents a turning point for Gulf and our customers’ ability to grow the business together in a more powerful way,” said Sue Hayden, CMO of Gulf Oil. “The reaction to our prototype sites and plans for a full scale market rollout have been overwhelmingly positive.”

The new image package also includes a branded diesel offering, an updated Gulf Express convenience store image and sleek car wash signage that are all complementary to the new fueling experience.

The image is currently being tested at several prototype locations throughout New England. Gulf plans to hit the road this month to introduce the new image to its portfolio of distributors and dealers through a series of road shows.