Caltex refreshes branding of retail business, Star Mart
Caltex is rolling out new branding for its Star Mart convenience stores in Australia.
Created by brand design agency Hulsbosch Strategy & Design, the logo refresh is the first to be undertaken in 11 years.
The new identity is now being applied to more than 500 Star Mart stores throughout the country.
Andy Walz, Caltex Australia GM marketing, said: “Caltex is strengthening its brand positioning and image to extend its leadership in convenience retailing. Star Mart is our customer proposition and our delivery mechanism for providing what our customers expect.”
Angela Baglin, Hulsbosch GM, said the logo aims to have a “contemporary and friendly” feel and evoke “warmth, personality and fun”.
Caltex is 50 per cent owned by global energy company Chevron. The Star Mart brand has been in Australia since 1999.
Previous Star Mart branding
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“Contemporary and friendly” – as if. Hello 1995. Word Clip Art anyone?
Looks like a Klu Klux Klown.
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95, not a good year. Dancing clown clipper art really picked up after 97.
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Methinks more akin to Starlight Foundation star jumping for joy.
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It also looks very similar to the Singapore 2010 Youth Olympic Games:
http://www.singapore2010.sg
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How embarrassment…
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Me thinks if they didn’t charge so much for a can of soft drink and a meat pie and had clean toilets, particularly in regional areas, thier business would increase with out a logo change!
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