AMOCO
WEEK 1 – Amoco Returns!
Unlike the freestanding road sign and the sides, the front of the canopy – facing Poplar Avenue – does not feature the iconic torch and oval logo, instead opting for the AMOCO wordmark in big, bold letters, joined by the alternating red and blue stripes that surround the canopy. With Amoco’s reintroduction came a refreshed logo, basically the same old one everybody already knew but now with some glossiness and gradients that the BrandNew reviewer found a little unnecessary. I’m not the biggest fan either, but I do think it works nicely with the canopy treatment (the way the blue and red stripes appear to have the same sort of sheen) and also, the all-flat version seems a little dated. It’s a difficult thing to tinker with a vintage logo without having a lot of people think you’ve ruined it, so all in all I think they did a pretty good job!
Most notable besides the logo, though, would have to be the canopy design in general, which with its clean, white, modern look stands in stark contrast now to the days of old when black served as the primary background color: check out this Crème de Memph post for some images of that classic design, as well as more info on the history of Amoco in Memphis.
Oh, and by the way, that guy you can see in the bottom right of this photo staring at me was indeed giving me side-eye the entire time I walked around this place. He never said anything, but I sure must have gotten his attention. Can’t say I blame him, though: it is admittedly a bit weird for someone to make a circuit on foot around a gas station taking pictures, haha!
More on Saturday… as well as why this upload set is split ;)
Amoco // 5521 Poplar Avenue, Memphis, TN 38119
(c) 2020 Retail Retell
These places are public so these photos are too, but just as I tell where they came from, I'd appreciate if you'd say who :)
AMOCO
WEEK 1 – Amoco Returns!
Unlike the freestanding road sign and the sides, the front of the canopy – facing Poplar Avenue – does not feature the iconic torch and oval logo, instead opting for the AMOCO wordmark in big, bold letters, joined by the alternating red and blue stripes that surround the canopy. With Amoco’s reintroduction came a refreshed logo, basically the same old one everybody already knew but now with some glossiness and gradients that the BrandNew reviewer found a little unnecessary. I’m not the biggest fan either, but I do think it works nicely with the canopy treatment (the way the blue and red stripes appear to have the same sort of sheen) and also, the all-flat version seems a little dated. It’s a difficult thing to tinker with a vintage logo without having a lot of people think you’ve ruined it, so all in all I think they did a pretty good job!
Most notable besides the logo, though, would have to be the canopy design in general, which with its clean, white, modern look stands in stark contrast now to the days of old when black served as the primary background color: check out this Crème de Memph post for some images of that classic design, as well as more info on the history of Amoco in Memphis.
Oh, and by the way, that guy you can see in the bottom right of this photo staring at me was indeed giving me side-eye the entire time I walked around this place. He never said anything, but I sure must have gotten his attention. Can’t say I blame him, though: it is admittedly a bit weird for someone to make a circuit on foot around a gas station taking pictures, haha!
More on Saturday… as well as why this upload set is split ;)
Amoco // 5521 Poplar Avenue, Memphis, TN 38119
(c) 2020 Retail Retell
These places are public so these photos are too, but just as I tell where they came from, I'd appreciate if you'd say who :)