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Humble Company - 1960

Humble Company – 1960
Scan credit: Fred’s AdverCity on Tumblr

Humble’s acquisition of Pate and Carter was supposed to help it finally become a national brand. Yet, despite the similar looking signs and unified marketing with its even larger owner, Standard Oil of New Jersey and its Esso stations, the company could never shake its regional reputation compared to other brands such as Texaco. Humble even added yet another brand later in the 1960s when it bought California’s Signal Oil and changed its long-time stoplight logo to the same oval. The company finally gave up on this approach and, in what might still be one of the most expensive rebranding campaigns in oil company history, brought everything under the new banner of Exxon.

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