Founded in 1911 and owned by the American giant ExxonMobil, Mobil is a prominent name in the oil and gas industry. It is extensively involved in the exploration, extraction, refinement, and production of natural gas and crude oil. It also manufactures various types of petroleum products and runs operations globally.
Its iconic logo has played a significant role in establishing a strong identity and recognition for the brand worldwide. The ExxonMobil logo has undergone several transformations over the years, which reflect the growth and evolution of the company and the brand. This article delves into the fascinating history and evolution of the ExxonMobil logo. It traces the journey of the brand, right from its inception to its current form.
The Genesis of the ExxonMobil Logo (1892 to 1904)
In 1892, the logo of the Standard Oil Company had a circular design that looked like a coin or a seal. The centre of the logo featured a magic lamp of the mythical Aladdin to signify prosperity and its remarkable ability to bestow wishes upon someone. This perhaps alluded to the power of oil in the industrial period. Around the lamp was the stylized wordmark “Aladdin Security Oil,” written in an antiquated script. This emphasised the role of reliability for any brand.
The primary colour scheme of the logo was a weathered white to symbolise endurance and age. On the other hand, the wordmark and other details were executed in dark colour. The logo represented the period when oil used to be the lifeblood of any economy and growth. The lower area of the seal had the name of the brand “Standard Oil Company” written in an arched shape and in a grotesque typeface. The colour of the lettering was in black set against a white background.
The SOCONY Era (1904 to 1908)
The second logo iteration was a bit different than the original, and was executed to convey the shift in focus of the branding of the company. It had a shield-like logo, which featured the wordmark “SOCONY,” an acronym for the Standard Oil Company. The acronym had a cream background and was ringed by red and navy-blue borders to convey the notions of reliability and strength.
Inside the shield, but on the second and third levels, was written “Motor Oil” to indicate the specialisation of the company, which was arguably not marketed earlier. The SOCONY logo aimed to convey the commitment of the company to speed and mobility. It reflected the growing demand for petroleum products in the transportation sector.
The Gargoyle Era (1908 to 1932)
In 1908, the company reverted to the iconic Gargoyle (a mythical creature) logo, which had become closely associated with the brand. This time, the Gargoyle figure was depicted in a more streamlined way with a modern design. Besides, it was depicted in a bold red colour scheme. The Gargoyle logo underwent several minor tweaks and refinements over the years, but its core elements remained largely unchanged. This period, known as the “Gargoyle Era,” cemented the brand identity of Mobil and established it as a leader in the oil and gas industry.
(1911 – 1931)
During this era, the logo had the Pegasus (a winged horse from the pages of Greek mythology) as its symbol, which ultimately became the visual identity of the company. This was introduced to counterbalance the dangerous and strong appearance of the Gargoyle. In fact, Pegasus appeared in white with a thin black border to make the logo appear light and graceful. It also symbolised freedom, and was uplifting and dynamic in its visual appeal. The transformation of the logo from having a Gargoyle to a Pegasus symbolised the evolution of the brand towards agility, speed, and the ability to reach new heights.
(1931 – 1932)
In the logo iteration of 1931, the Gargoyle Motor Oil was changed to a different brand name. The logo designers of the era chose the image crafted in 1904 and included two additional wordmarks to it. The top word in the emblem was an arched “Gargoyle” with a red stripe at the centre. Beneath the wordmark and the graphical figure of the Gargoyle was the wordmark “Mobiloil” rendered in black and in a sans-serif typeface.
(1932 – 1959)
The mythical Pegasus from Greek mythology made a comeback in this logo iteration. This particular image was quite different from the earlier one—well-drawn and graceful. The image of Pegasus was rendered in red and there were white strokes, especially on the wings and borders. Also, at the bottom of the soaring Pegasus was the wordmark “Mobiloil” written in a sans-serif typeface for balance.
(1932 – 1939)
For another subsidiary, Mobilegas, the same logo was used, but it had the wordmark rendered in dark blue featured within the shield and set against a white background. At the bottom of the emblem was mentioned the tagline “SOCONY-VACUUM” in a small size in red. Moreover, the whole shield had a shade of blue as its outline.
(1939 – 1955)
In 1939, the logo was redesigned, wherein the Pegasus icon appeared in red (with white strokes) but with a blue outline. Besides, the design of the logo was changed from a shield-like figure to a circle. The wordmark “Mobilgas” was mentioned in a blue shade, which evoked a sense of professionalism, stability, and trustworthiness.
(1955 – 1966)
The logo redesign of this era saw a miniature Pegasus appear at the bottom of a shield-like frame. This happened to be the first visual representation of the company after it was renamed Mobil. The proportions of both the wordmark and graphical figure were changed. The letters of the wordmark were flattened and rounded, and the whole design was placed inside a shield-like geometric figure. It had a blue frame at the top and two inverted triangles in red at the bottom.
(1964 – Present)
In 1964, the company underwent a major rebranding exercise and introduced a new logo that would become the modern Mobil logo we recognise today. The new logo featured a stylized red “o” with a white oval at the centre to represent a world in motion. The rest of the letters were rendered in a shade of blue. The design of the logo was clean, simple, and easily recognizable. It reflected the commitment of the company to innovation and a forward-thinking approach. This logo has remained largely unchanged since its introduction, with only minor tweaks to its proportions and colour scheme over the years.
(1966 – 1999)
In the 1966 logo iteration, the red Pegasus faced right and was placed within a white circle, which was further enclosed within a blue square. The wordmark below the Pegasus emblem was similar to the previous one and aligned with the shape of the emblem perfectly.
(1999 – Present)
Following the merger of the company with Exxon in 1999, the logo was redesigned again. It comprised a red wordmark “ExxonMobil” set against a white background. Incidentally, the font and style of the wordmark were crafted by the Lippincott & Marguiles Design Bureau. The highlight of the logo was the double letter “X” placed diagonally with their individual parts connected to each other. This showed the progressive approach and individuality of the company.
The Elements of the ExxonMobil Logo
Font
The font of the Mobil logo has become an integral part of the identity of the brand. It has contributed to its distinctive and recognisable appearance. The font used in the current Mobil logo is custom-designed and closely resembles the Futura family of fonts. This sans-serif font, with its clean lines and modern aesthetic, perfectly complements the minimalist design of the Mobil logo. Although the exact font is proprietary, there are several font families that closely resemble the Mobil logo font. These include Futura, Century Gothic, and Avant Garde.
Colour
While the Mobil logo has maintained its distinctive red and blue colour palette since 1932, the specific shades of red and blue have undergone a few minor refinements over the years.
The History of ExxonMobil
The journey of Mobil can be traced to the early 20th century, when it emerged as the Standard Oil Company of New York, or SOCONY, when mentioned as an acronym. It followed the dissolution of John D. Rockefeller’s Standard Oil Trust in 1911. Mobil was a pioneering company for the iconic “Mobiloil” lubricant that made history by opening the first drive-in service station in the United States of America.
In 1931, a significant milestone occurred when SOCONY merged with the Vacuum Oil Company and formed the SOCONY-VACUUM Corporation. As the years passed, the company simplified its name to SOCONY Mobil Oil Company in 1955. In doing so, it kept the soaring Pegasus as its symbol to represent the attributes of speed and strength embodied by the company.
The 1960s brought about a transformation, and in 1966, the company adopted the name Mobil Oil Corporation. Thanks to innovation, Mobil was able to play a critical role in the development of unleaded fuel and high-octane gasoline. It excelled in both upstream exploration and downstream sales, and boasted a global network of service stations.
The modern era finally arrived in 1999 with the groundbreaking merger of Exxon and Mobil to form ExxonMobil. This strategic union combined the formidable upstream capabilities of Exxon with the thriving downstream operations of Mobil to create a synergy of sorts to dominate the global energy sector. ExxonMobil continues to carry the legacy of Mobil forward. It pushes the boundaries of technology and innovation to shape the future of the energy industry.
Interesting Facts About Exxon Mobil
- The journey of Exxon Mobil began in 1870 when the Standard Oil Company was set up by John D. Rockefeller. However, later, the company was disintegrated into 34 different companies, courtesy of the Supreme Court order that found the company to have violated the Sherman Antitrust Act in 1911.
- Exxon and Mobil were merged in 1999 after a corporate deal worth $80 billion.
- ExxonMobil is part of the Big Oil; a term coined in the sixties and is used to refer to the six biggest public limited oil and gas companies in the world. The others include BP Plc, Royal Dutch Shell, Chevron, ConocoPhillips, and Total SA.
- ExxonMobil was responsible for the oil spill in Prince William Sound, Alaska, in 1989. The spill resulted in a discharge of about 11 million gallons of oil into the Alaskan coastline. This disaster resulted in the passing of the Oil Pollution Act of 1990.
- ExxonMobil operates in more than 200 countries.
- ExxonMobil is involved in the entire value chain of the oil industry. It includes exploration, production, refining, and distribution.
- ExxonMobil has often come under scrutiny for greenhouse gas emissions.
- ExxonMobil runs flagship brands, such as Exxon, Mobil, and Esso.
- ExxonMobil invests in finding sustainable solutions, especially renewable and low-carbon technologies.
- ExxonMobil drives initiatives to conserve water, minimise emissions, and increase efficiency in its facilities.
Finally
The ExxonMobil logo has had a remarkable journey. It evolved from its humble beginnings as the Gargoyle figure of the Vacuum Oil Company to the sleek and modern design we recognise today. Each iteration of the logo has played a crucial role in shaping the identity of the brand and reinforcing its values of quality, reliability, and innovation.
The current ExxonMobil logo has a simple yet powerful design. It has become an iconic symbol in the oil and gas industry and is instantly recognisable across the globe. The evolution of the ExxonMobil logo proves the adaptability and ability of the brand to stay relevant in an ever-changing market. The logo has helped the brand strengthen its position as a leader in the energy sector.