Ampol reveals new visual identity ahead of Caltex rebrand

Ampol has revealed its new visual identity, as created by branding and creative agency Houston Group.

In December 2019, Caltex announced it would be reviving the Ampol brand and transforming its business to the heritage brand over a period of three years.

The new Ampol brand will roll out in Caltex stores throughout the second half of this year.

The Ampol brand was retired 25 years ago. The decision for Australia’s Caltex business to return to the brand was sparked by the expiration of the licence for Caltex after US oil company Chevron sold its 50% stake in the Australian business in 2015.

The first service stations to carry the new branding will be in Sydney and Melbourne and appear in the second half of 2020. In 2021, Ampol stores will roll out nationally.

Houston Group has previously worked with the business, launching the its retail business Foodary in 2017.

The new Ampol logo

CEO and founder of Houston Group, Stuart O’Brien, said the project was a nostalgic one, but it was important to make the new brand contemporary.

Executive creative director, Alex Toohey, added: “The business needed to fast-forward twenty years of evolution whilst retaining its original DNA. The strong bands of the original logos and colours gave us the creative foundations of the new mark.

“The new, modern and distinctive leaning A is the centrepiece of the new design, symbolising the brand’s forward momentum, and a more refined logo for today’s applications.”

The original Ampol branding

Ampol’s interim CEO, Mathew Halliday, said the new brand will appeal to a new generation.

“Our fresh new symbol will connect Ampol with a new generation of customers and underpins our commitment to again make it Australia’s most loved and admired fuel brand. The striking simple symbol will be a beacon for customers when on the road,” Halliday said.


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