Logo Story

Indiana Original Standard Oil of Indiana "torch & oval" logo used from 1946 thru 1960.
The first Indiana Standard logo was unveiled in 1926 after a competition. The logo featured a circle, representing strength, stability, and dependability, with the words "Standard Oil Company (Indiana)" in red. The inner circle represents the cycle of service to customers. The word "Service" was written in the inside of the circ les. In addition, the logo also had a torch with a flame, symbolizing progress. This logo appeared on gas station buildings. The roadside sign was a blue rectangle saying "STANDARD SERVICE" in white block letters.

Concurrently, American Oil introduced in 1932 a logo which was the first to bear the name "Amoco". It featured an ellipse divided into three sections horizontally; the top and bottom were red, and the middle had a black background with white lettering. This logo was used in the northeastern U.S.

A new logo was developed by Indiana Standard and introduced in 1946. It combined the Standard torch with the Amoco oval. The oval colors were, from top to bottom, red, white, and blue. The new logo was called the "Torch and Oval (T&O)." In parts of the country where the company could not use the name "Standard", the logo read "Utoco" or "Pan-Am". When the "Pan-Am" name was replaced by "Amoco", it marked the first time the torch and oval was used with the Amoco name. The red and black logo continued to be used in the northeast and maps distributed by Amoco in the late 1950s through 1960 showed both logos.

In 1961, the torch and oval was redesigned with a flatter oval and a more contemporary torch design with the logo bearing the Standard or American name in the U.S. and the Amoco name outside the U.S.

1960s Standard logo.

The next updated logo in 1971 enhanced the previous one. It featured a blue bottom and a sleeker-looking torch. In addition, the word "Standard" become italicized and thicker. This was used by Midwestern station owners who had the option of using the Amoco name (more familiar in the East and South) or using the more familiar Standard name. Owners used it up until they were converted to BP or another brand.

Standard logo with slogan.

The final Amoco logo simply changed the name on the logo to "Amoco". The logo featured the familiar torch and divided ellipse.
Currently, BP still employs the Amoco name, albeit under another logo. BP currently uses the logo under the main BP helios logo. The italicized word "Amoco" is shown after red, white, and blue horizontal stripes, taken from the divided ellipse of the former Amoco logo. This logo existed prior to the acquisition, and was used primarily on pumps and service station canopies. Since the merger, the black background has been replaced with green, to symbolize the new parent company.
Although a few Amoco stations still use their former logo, most have since been converted to the BP livery. In St. Louis, Missouri, near the highest point of the city, the largest Amoco sign in the world, both before and after the company's demise, still stands. It stands at the intersection of Clayton Road, Skinker Boulevard, McCausland Avenue, and Interstate 64/U.S. Highway 40. It is visible up to 2 miles away on Interstate Most surviving BP stations are kept so BP can continue holding the trademarks for Amoco and Standard.

BP station with "torch and oval" Standard sign in Durand, Michigan

In May 2008, United States BP stations mostly discontinued use of the "Amoco Fuels" logo as BP introduced its new brand of fuel, "BP Gasoline with Invigorate". The only remaining usage of the Amoco name is the brand of BP's highest grade, 93-octane "Amoco Ultimate".