Founded in 1870 by the famous John D. Rockefeller as Standard Oil, the company ExxonMobil has overcome many challenges such as being broken up by the U.S. government. Now, however, in 2012 ExxonMobil has become the #1 company on the esteemed Fortune 500 list, with profits in the billions. With stations across the world and a customer base of millions, ExxonMobil shows no signs of slowing down anytime soon. One factor that has helped ExxonMobil to be so successful is the distinctiveness of their logo. The bright and cheerful letters of the logo can be seen on stations around the world and that kind of brand recognition is vital for the growth of any company. With this recognition when someone needs to fill up a gas tank, ExxonMobil may very well be the first company they think of. Ever since its inception ExxonMobil has been a star member of the Fortune 500 and is sure to continue to be so for many years to come. Anyone who is interested in a branding empire of their own should consider the lessons and history of ExxonMobil.
First Logo-Standard Oil
Before the creation of ExxonMobil, there was the Standard Oil Company. This company, founded by Rockefeller, soon became one of the most powerful companies in the United States. The colors of this logo are red, white and blue. These colors, the three colors of the U.S. flag, served to show Standard Oil’s patriotism. The large torch in the middle served a dual role. A torch requires fuel to burn, and the makers of the logo sought to point out that American needed fuel to thrive and grow. The torch also served as a symbol of lighting the path to the future, which would require fuel as well.
2nd logo-Exxon and Mobil
In the 1930’s Standard Oil was actually broke up into many different companies under the U.S’s anti-trust laws. Exxon and Mobil were two of these companies and these two companies used two separate logos as well. Mobil used a distinctive logo of their name next to a Pegasus in flight. This image served to represent their dedication to travel. Exxon’s logo, though much less stylized, served its purpose. The two X’s in Exxon were crossed so as to symbolize their reliability.
Current Logo-Together at Last
In 1998, Exxon and Mobil merged to create ExxonMobil. These two companies together created the world’s largest oil company and it soon rocketed to the top of the Fortune 500 list. The logo that this new company settled on was quite simple. They kept the crossed X’s of the Exxon logo, as well as its color scheme, and added Mobil to the side in the same font and color.
Why the Logo Works
As the number one company on the prestigious Fortune 500 list, there can be no doubt that the logo of ExxonMobil is effective. The logo stands for two companies that, even broken up by the government, never gave up. These companies persevered, merged and became one of the most powerful companies in the world.