CITGO Collaborates With Stantec, Bedrock on New Retail Image

PETALUMA, Calif. -- CITGO Petroleum Corp. worked with Stantec Architecture and Bedrock Brands to design the new retail image for its network of nearly 6,100 gas stations and 200 Fast Lube facilities. The new exterior design and graphic elements mark the company's first reimaging in more than 10 years.

The new image features a dynamic graphic that leverages the brand equity of the signature CITGO Trimark logo. A bold new triangular design -- named the Triform -- uses the three colors of the Trimark. The new image will be featured on every canopy, dispenser skirt and valance.

Complementary colors were specified for other forecourt components such as the columns, curbs and bollards. Developed to reflect the company's brand personality while providing an affordable and easily-adaptable solution for CITGO marketers, the new retail design is currently being rolled out. CITGO aims to reimage all of its nearly 6,100 locally owned branded gasoline stations and nearly 200 CITGO Fast Lube locations over the next few years.

"While we're proud of our heritage, we are actively thinking about the future and want to provide our marketers and retailers with an updated, refreshed look that is distinguishable from the competition and cost efficient to implement," stated Gustavo Velásquez, vice president of supply and marketing for CITGO. "The new image will help our local marketers and retailers attract more business and at the same time make an impact in their communities. We believe this contemporary look is more inviting to today's consumer and hope that they will find it as exciting as we do."

Collectively, Stantec Architecture and Bedrock Brands managed the prototyping process at five retail locations for the gasoline and Fast Lube operations. The team also produced an Image Standards and Installation Manual, documenting the new design and providing application guidelines and installation instructions.

"Our team brought branding and architecture together in a powerful way," stated John Hicks, Stantec Senior Principal and principal-in-charge on the CITGO project.

Bedrock Brands is an international brand experience firm that partners with clients to provide solutions for boosting revenue, margins and market position.

Stantec Architecture provides professional consulting services in planning, engineering, architecture, interior design, landscape architecture, surveying, environmental sciences, project management and project economics for infrastructure and facilities projects.