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CITGO Refreshes Its Image

The new exterior designs and graphic elements mark the company's first reimaging in more than 10 years.
April 11, 2011

PETALUMA, Calif. - Stantec Architecture and Bedrock Brands announced last week the design for CITGO Petroleum Corp.��s new retail concept and its network of nearly 6,100 gas stations and 200 Fast Lube facilities. The new exterior designs and graphic elements mark the company��s first reimaging in more than 10 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," said 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."

The new image 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 is featured on the canopy, dispenser skirt and valance. Complementary colors will be used for other forecourt components such as the columns, curbs and bollards. Collectively, the firms 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.

The new retail design is currently being rolled out system wide. CITGO aims to re-image all of its nearly 6,100 locally owned branded gasoline stations and nearly 200 CITGO Fast Lube locations over the next few years.