CITGO Unveils New Retail Image, Marks 100th Anniversary

CITGO Petroleum Corp.’s new retail image features a predominately red tri-form design on the retail canopy, pump and Quick Lube building. A symbol of brand innovation, the new design is meant to grab attention and attract more consumers to CITGO-branded locations, according to the company.

“While we are very proud of our 100-year heritage, we cannot simply rest on our past. 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,” said Gustavo Velasquez, vice president of supply and marketing for CITGO, based in Houston. “The new image will help our local marketers and retailers attract more business and at the same time make an impact in their local 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.”

The design was developed in conjunction with CITGO marketers across the network. It was tested at sites in Katy, Texas; Miami; Greensboro, N.C.; Bristol, Conn.; Park City, Ill.; and Fuquay Varina, N.C., to ensure it will stand up to various weather conditions and can be easily installed, the company said. The new design is available to all new-to-CITGO locations. Rebranding across the CITGO network of locally owned retail sites will begin Jan. 1, 2011. CITGO aims to have the new street image installed in the next few years at each of the nearly 6,500 locally owned CITGO-branded gasoline stations and nearly 200 CITGO Fast Lube stations across the country.

“The feedback from marketers was extremely important,” Velasquez said. “We wanted to be sure that the design met the needs of those on the front lines of the brand and reflected what CITGO means to them and their communities. Not only will the new image enhance the visual impact of branded locations, but the support from CITGO, combined with the ease of installation, will ensure marketers and retailers can affordably implement the upgrades with little disruption to their business.”