Caltex unveils new Ampol logo as brand comes back to Australia

Iconic Australian brand will start rolling back out from H2, 2020

Caltex has officially unveiled its Ampol logo as the fuel retailer commenced plans to bring the iconic brand back to Australia later this year.

The new logo takes its cues from key elements of the more than 80-year old heritage Ampol brand, including the original red and blue bands, and is designed to capitalise on the organisation’s local history. In announcing the new-look logo to the market last week, Caltex Australia interim CEO, Matthew Halliday, said it was the right time to operate under the Ampol name as an independent and growing company.

The debut of the logo came in advance of the company’s annual general meeting, where formal approval for the name change to Ampol was confirmed, 25 years after the brand name disappeared from the Australian market.  

“Trusted and high-quality products, a commitment to customer service, market-leading networks and infrastructure and playing a positive role in local communities remain at the heart of our business, as they were when Ampol was established over 80 years ago,” Halliday said in a statement.

“At the same time, the new Ampol logo reflects our growth and evolution into new markets and geographies and our ongoing drive to be world-class in everything we do. Our fresh new symbol will connect Ampol with a new generation of customers and underpins our commitment to again make it Australia’s most loved and admired fuel brand.”

Plans to rebrand back to Ampol were first revealed in December and came after US-based Chevron terminated the licensing agreement for the Caltex brand with the Australian operation.

In a letter to the market, Halliday added the Ampol name will evoke “fond memories” for many Australians, while the fresh modern mark will connect it with a new generation of customers.

“We are committed to again making Ampol Australia’s most loved and admired fuel brand,” he said.

While the new Ampol logo has old-fashioned cues, the ASX-listed company said the slanting ‘A’ was an attempt to symbolise forward momentum and be a beacon for when customers are on the road, he said.

The first Ampol-branded sites are expected in Sydney and Melbourne in the second half of this year, followed by a national rollout in 2021. The full transition of all 2000 sites is expected to be completed by the end of 2022.

The Ampol story began in 1936 when its founder, Sir William Gaston Walkley, created the Australian Motorists Petrol Company (AMP) in response to concerns about unfair petrol prices and transfer pricing by foreign oil companies. The group listed on the ASX in 1949 as Ampol Petroleum, then was acquired and delisted in 1988 by Pioneer, the largest Australian retailer and distributor at that time.

In 1995, Ampol was merged with Caltex, with the two becoming Caltex Petroleum Australia in 1997.

The rebrand comes as the Australian company’s proposed takeover by Canada-based operator, Alimentation Couche-Tard, remains stalled. The latter walked away from discussions in April due to economic uncertainties posed by the COVID-19 pandemic. The two companies have said they may re-engage once the global outlook improves.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in