{"id":12570,"date":"2018-10-17T13:33:00","date_gmt":"2018-10-17T11:33:00","guid":{"rendered":"https:\/\/museo-fisogni.org\/?p=12570"},"modified":"2023-03-29T16:25:12","modified_gmt":"2023-03-29T14:25:12","slug":"amoco-but-also-standard-american-panam-may-names-one-story","status":"publish","type":"post","link":"https:\/\/museo-fisogni.org\/en\/blog-en\/oil-companies-en\/amoco-but-also-standard-american-panam-may-names-one-story\/","title":{"rendered":"Amoco (but also Standard, American, Pan-Am\u2026)  Many names, one story"},"content":{"rendered":"<p>It was October 2017, when <em>BP<\/em> announced the renaissance of <em>Amoco<\/em>\u2019s brand, the American historic oil company merged with <em>British Petroleum<\/em> in 1998 and then gradually disappeared.&nbsp; But\u2026 which is its history and, especially, the story of its logo?<\/p>\n<p>The company, originally <em>Standard Oil of Indiana<\/em>, was founded in 1889 by J. D. Rockefeller; it was one of several companies linked to the powerful <em>Standard Oil<\/em>. In 1911, <em>Standard <\/em>was rejected as illegal by antitrust rules, so it was split.<\/p>\n<p><em>Standard Oil of Indiana <\/em>managed to survive without problems, and it specialized in fuel distribution in the Midwest. In 1925, it acquired <em>Pan American Petroleum<\/em>, which was the owner of half of the shares of another company, the <em>American Oil Company <\/em>(AM.O.CO.): from now, destinies and names of <em>Standard of Indiana <\/em>and <em>Amoco<\/em> would be closely interrelated.<\/p>\n<p>In these years, the history of their logo began; the first one, presented in 1926, had the name of <em>Standard Oil Company (Indiana) <\/em>in a circle, accompanied by the word \u201cService\u201d and a torch, which symbolized progress.<\/p>\n<figure id=\"attachment_9935\" aria-describedby=\"caption-attachment-9935\" style=\"width: 213px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"wp-image-9935 size-full\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/1.jpg\" alt=\"\" width=\"213\" height=\"213\"><figcaption id=\"caption-attachment-9935\" class=\"wp-caption-text\">(the first logo of <em>Standard of Indiana<\/em>; source: logos.wikia.com)<\/figcaption><\/figure>\n<p>Meanwhile, in 1932, <em>Amoco<\/em> presented its own logo: two ellipses, red or orange, with the word <em>Amoco<\/em>, on a black background. So, in a first time, <em>Standard <\/em>and <em>Amoco<\/em> kept two different and identifiable marks.<\/p>\n<figure id=\"attachment_9939\" aria-describedby=\"caption-attachment-9939\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-9939 size-medium\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/2-300x196.jpg\" alt=\"\" width=\"300\" height=\"196\"><figcaption id=\"caption-attachment-9939\" class=\"wp-caption-text\">(the first <em>Amoco<\/em> mark; Fisogni Museum collection)<\/figcaption><\/figure>\n<p>In the post-war period, however, the connection between the two companies became visible also in their symbols; in 1946, <em>Standard<\/em> revealed the new graphics, with its torch and colours accompanied by the <em>Amoco<\/em> ellipses.<\/p>\n<figure id=\"attachment_9943\" aria-describedby=\"caption-attachment-9943\" style=\"width: 300px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"wp-image-9943 size-medium\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/3-300x225.jpg\" alt=\"\" width=\"300\" height=\"225\"><figcaption id=\"caption-attachment-9943\" class=\"wp-caption-text\">(the new <em>Standard<\/em> trademark; Fisogni Museum collection)<\/figcaption><\/figure>\n<p>In some states of the USA, the word <em>Standard <\/em>was replaced, for legal reasons, by the names <em>Pan-Am<\/em> or <em>Utoco<\/em>; from 1956 these names were gradually replaced by <em>Amoco<\/em> trademark, with the same graphic: for the first time, the name of the <em>American Oil<\/em> was accompanied by <em>Standard<\/em> torch.<\/p>\n<figure id=\"attachment_9947\" aria-describedby=\"caption-attachment-9947\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-9947 size-medium\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/4-300x212.jpg\" alt=\"\" width=\"300\" height=\"212\"><figcaption id=\"caption-attachment-9947\" class=\"wp-caption-text\"><span lang=\"EN-GB\" style=\"margin: 0px; line-height: 107%; font-family: 'Calibri',sans-serif; font-size: 11pt;\"><span style=\"color: #000000;\">(Pan-Am and Utoco logos, gone into disuse since the 1950s; Fisogni Museum collection<\/span><\/span>)<\/figcaption><\/figure>\n<figure id=\"attachment_9951\" aria-describedby=\"caption-attachment-9951\" style=\"width: 300px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"wp-image-9951 size-medium\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/5-300x230.jpg\" alt=\"\" width=\"300\" height=\"230\"><figcaption id=\"caption-attachment-9951\" class=\"wp-caption-text\">(<em>Amoco <\/em>logo with the torch; Fisogni Museum collection)<\/figcaption><\/figure>\n<p>In 1961, the logo was slightly restyled, and the names were regularised: the name <em>Standard<\/em> (or <em>American<\/em>, where the first one couldn\u2019t be used) would be used in the USA, while <em>Amoco<\/em> would spread abroad.<\/p>\n<p>But later <em>Amoco<\/em> trademark, considered stronger, would return in the USA again, replacing <em>American<\/em>.<\/p>\n<figure id=\"attachment_9955\" aria-describedby=\"caption-attachment-9955\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-9955 size-medium\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/6-300x295.jpg\" alt=\"\" width=\"300\" height=\"295\"><figcaption id=\"caption-attachment-9955\" class=\"wp-caption-text\">(the logo with the name <em>American<\/em>; Fisogni Museum collection)<\/figcaption><\/figure>\n<p>In 1985 the company officially took the name of <em>Amoco Corporation<\/em>; the logo would remain quite the same in the years, except some little restyling, until its recent disappearance by the will of <em>BP<\/em>.<\/p>\n<figure id=\"attachment_9959\" aria-describedby=\"caption-attachment-9959\" style=\"width: 300px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"wp-image-9959 size-medium\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/8-300x280.jpg\" alt=\"\" width=\"300\" height=\"280\"><figcaption id=\"caption-attachment-9959\" class=\"wp-caption-text\"><span lang=\"EN-GB\" style=\"margin: 0px; line-height: 107%; font-family: 'Calibri',sans-serif; font-size: 11pt;\"><span style=\"color: #000000;\">(\u201cMarket Road\u201d n. 131, feb. 2013, Fisogni Archive)<\/span><\/span><\/figcaption><\/figure>\n<p>So, Amoco disappeared, but its logo continued to circulate in other forms. For example, few knows that in Italy an alternative version was used in recent years by some service stations, part of \u201cGrandi Reti\u201d consortium. We can see this logo in a photo from the magazine \u201cMarket Road\u201d, conserved in the Fisogni Museum Archive.<\/p>\n<p>In 2017, finally, <em>BP<\/em> decided to brush up on the old trademark, reintroducing the historic logo, in a modernised graphics, maintaining the torch and the ellipses, accompanied by the name <em>Amoco<\/em>, which return today on the signs of service stations.<\/p>\n<figure id=\"attachment_9963\" aria-describedby=\"caption-attachment-9963\" style=\"width: 250px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-9963 size-full\" src=\"http:\/\/www.museo-fisogni.org\/wp-content\/uploads\/2018\/10\/9.png\" alt=\"\" width=\"250\" height=\"202\"><figcaption id=\"caption-attachment-9963\" class=\"wp-caption-text\">(last <em>Amoco<\/em> logo)<\/figcaption><\/figure>\n<p><em>Marco Mocchetti<\/em><\/p>\n<hr>\n<p>Do you want to send us your article about petroliana, oil societies and vintage cars? <a href=\"https:\/\/museo-fisogni.org\/en\/blog-en\/petroleum\/the-cure-for-baldness-petroleum-or-maybe-not\/attachment\/rimedi-petrolio-capelli-1900-2\/\">Contact us<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was October 2017, when BP announced the renaissance of Amoco\u2019s brand, the American historic oil company merged with British Petroleum in 1998 and then gradually disappeared.&nbsp; But\u2026 which is its history and, especially, the story of its logo? The company, originally Standard Oil of Indiana, was founded in 1889 by J. D. Rockefeller; it [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":913,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[445,453],"tags":[486,550,551,572,706],"class_list":["post-12570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en","category-oil-companies-en","tag-benzina-en","tag-logo-en","tag-marchio-en","tag-fisogni-en","tag-usa-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amoco (but also Standard, American, Pan-Am\u2026) Many names, one story | Museo Fisogni<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/museo-fisogni.org\/en\/blog-en\/oil-companies-en\/amoco-but-also-standard-american-panam-may-names-one-story\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amoco (but also Standard, American, Pan-Am\u2026) Many names, one story\" \/>\n<meta property=\"og:description\" content=\"It was October 2017, when BP announced the renaissance of Amoco\u2019s brand, the American historic oil company merged with British Petroleum in 1998 and then gradually disappeared.&nbsp; But\u2026 which is its history and, especially, the story of its logo? 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