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		⚫	#REDIRECT ]
	:''For the genetic term see ]''
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	'''Exxon''' and ] are the two heritage petrochemical companies that merged in 1999 to form the ].
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	==History==
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	''Exxon'' formally replaced the '']'', ''Enco'', and ''Humble'' brands on ], ], in the ]. The name ''Esso'', pronounced ''S''-''O'', attracted protests from other ] spinoffs because of its similarity to the name of the parent company, ''Standard Oil''. Hence, the company was restricted from using ''Esso'' in the USA except in those states awarded to it in the ]. In states where the Esso brand was blackballed, the company marketed its gasoline under the Humble or Enco brands. The Humble brand was used at Texas stations for decades as those operations were under the direction of Jersey Standard affiliate, ], and in the mid-to-late 1950s expanded to other Southwestern states including ], ] and ].

	In 1960, Jersey Standard gained full control of Humble Oil and Refining Co. and, through a reorganization of the company, restructured Humble into Jersey's domestic marketing and refining division to sell and market gasoline nationwide under the Esso, Enco and Humble brands. The Enco brand was introduced by Humble in 1960 at stations in ] but was soon blackballed after Standard Oil of Ohio (Sohio) protested that Enco (Humble's acronym for "ENergy COmpany") sounded and looked too much like Esso as it shared the same oval logo with blue border and red letters with the two middle letters the only difference. At that point, the stations in Ohio would be rebranded Humble until the name change to Exxon in 1972.

	After the Enco brand was discontinued in Ohio, it was moved to other non-Esso states. In 1961, Humble stations in Oklahoma, New Mexico and Arizona were rebranded as Enco and the Enco brand appeared on gasoline and lubricant products at Humble stations in Texas that same year with service stations there changed to Enco in 1962. By that time, Jersey had expanded the Enco brand to stations in the Midwest and Northwest that had been operated by various subsidaries such as Carter, Pate and Oklahoma among others.

	In 1963, Humble was approached by Tidewater Oil Company, a major gasoline marketer along the eastern and western seaboards, to purchase the firm's refining and marketing operations on the west coast, a move that would have given Humble a large number of existing stations and a refinery in California, which was then the fastest-growing gasoline market. However, the ] objected to Humble's plan to purchase Tidewater's west coast operations, which were later sold to ] in 1966. Meanwhile, Humble gradually built up new and rebranded service stations in California and other western states under the Enco brand and purchased a large number of stations from Signal Oil Company in 1967, followed by the opening of a new refinery ] in 1969.

	In 1966, the Justice Department ordered Humble to "]" from using the Esso brand at stations in several Southeastern states following protests from Standard Oil of Kentucky (a ] subsidiary by that time and in the process of rebranding the Kyso stations as ]). By 1967, stations in each of those states were rebranded as ].

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	Despite the success of the "Put A Tiger In Your Tank" advertising campaign introduced by Humble in 1964 to promote its Enco/Esso Extra gasolines, the similar logotypes, use of the Humble name in all Esso/Enco ads and the uniformity in design and products of Humble stations nationwide, the company still had difficulties promoting itself as a nationwide gasoline marketer competing against truly national brands such as ] - then a 50-state marketer and the only company selling products under one brand name in each state. Humble officials realized by the late 1960s that the time had come to swallow its pride by developing a new brand name that could be used nationwide throughout the U.S. At first, consideration was given to simply rebranding all stations as "Enco" but that was shelved when it was learned that "Enco" is a [[Japanese language\|
	Japanese]] abbreviation of "engine failure." (エンジン故障, ''enjinkoshou'')

	In order to create a unified brand, the company changed its corporate name from ''Jersey Standard'' to ''Exxon'', rebranding all its U.S. stations under the latter title in the summer and fall of 1972 following the successful test marketing of the Exxon brand and logo in late 1971 and early 1972 at rebranded Enco/Esso stations in certain U.S. cities. However, the unrestricted international use of the popular brand ''Esso'' prompted the company to continue using ''Esso'' outside of the USA. ''Esso'' is the only widely used Standard Oil brand left in existence. Other Standard Oil descendants, such as ], do however maintain a few stations with the ''Standard Oil'' brand in specific states in order to retain their trademarks and prevent others from using them.

	The rectangular ''Exxon'' logo with the blue strip at the bottom and red lettering with the two "X's" interlinked together was designed by noted industrial stylist ]. The interlinked "X's" are incorporated in the modern-day ExxonMobil corporate logo, but the original Exxon sign continues for marketing efforts and station signage.

	==Trivia==
	*In the Summer of 2006 when gasoline prices in the United States averaged around $3 per gallon, Exxon reported record-high profits of more than $10 billion (US). According to , that’s an astounding $1,318 (US) per second during their second quarter!
	*The Exxon Logo was created in 1981 by ], a graphic designer known for his motion picture title sequences.

	==External links==
	*

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Latest revision as of 19:58, 27 July 2024

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