Global Partners Launches New Brand Identity

The company also announced it will transform 400 company-operated retail sites.

March 13, 2024

Global Partners LP, parent company of Alltown Fresh, debuted a new brand identity—including a new logo, new colors, and new tagline.

According to the Waltham-based company, the rebranded identity is meant to reflect and embody “the company’s commitment to supplying the energy people need today, while actively investing in and promoting sustainable alternatives for the future.”

“Our new brand image symbolizes a shift in our thinking—a new mindset that positions us at the forefront of an evolving landscape,” said Global Partners CEO Eric Slifka. “Putting our energy to work, we will strengthen and differentiate our energy infrastructure, create retail experiences that redefine convenience and hospitality, and continue to be an integral part of the communities we serve. As the energy transition continues, we will guide our industry forward, leading thoughtfully, responsibly, and sustainably.”

Global Partners new brand identity encompasses:

  • New Logo: Meant to be reminiscent of a tank filling, the company said the stylized “O” symbolizes liquid fuels of the past, present, and future.
  • New Brand Colors: According to the company, the new color palette is bold, vibrant, and confident, with slate blue balanced by Atlantic teal and energizing electric lime.
  • New Tagline: Global Partners’ new tagline is “Putting our Energy to Work,” which is intended as a distillation of what the company is and what it does, highlighting the products and services it provides.

The company also announced plans to transform more than 400 company-operated retail locations into “experiential destinations,” focusing on “fresh, better-for-you food options, local products, cutting-edge technology, and innovative designs.”

The company operates more than 1,700 retail locations across 12 Northeast states, the Mid-Atlantic, and Texas.

Along with the rebrand comes a commitment from the company to provide additional support to employees through an employee relief fund and additional support to its communities through its corporate sponsorship of the Global for Good Fund charitable organization.

“This brand relaunch is a commitment to ensuring a world where we can all grow, move, and thrive, and it is an invitation to our partners, customers, and the communities we serve to join us in this journey,” Slifka said. “We are not just a company. We are a force for good and a catalyst for positive change.”

On the fuel side, in 2023, the company closed on an acquisition of 25 liquid energy terminals. The acquisition doubled the size of Global’s terminal network, which the company said will allow it to “further scale its operations, leverage existing infrastructure, and supply more communities with essential energy products.”