Editing Amoco (section)

== Corporate image ==
=== Logos ===
[[File:Standard oil indiana highwaymap.jpg|left|thumb|120px|The first "torch & oval" logo used 1947–1960, here on a highway map]]
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 circles. 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.<ref>{{cite web|url=http://zippy.ci.uiuc.edu/~roma/roadmaps/naoilA.html |archive-url=https://web.archive.org/web/20060915154423/http://zippy.ci.uiuc.edu/~roma/roadmaps/naoilA.html |url-status=dead |archive-date=2006-09-15 |title=North American road maps – A |publisher=Zippy.ci.uiuc.edu |access-date=2012-11-30 }}</ref>

[[File:standardind1960s.JPG|thumb|150px|1961–1970 Standard logo. Logo bore the "AMERICAN" name outside the Indiana Standard marketing area]]
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.

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" became italicized and thicker. This was used by [[U.S. Midwest|Midwestern]] station owners who had the option of using the Amoco name (more familiar in the [[East Coast of the United States|East]] and [[U.S. South|South]]) or using the more familiar Standard name. Owners used it until they were converted to BP or another franchise. In the 1970s, both the Standard and Amoco brand icons were used on products (such as Amoco Roadmaps, Amoco Motorclub, and the Amaco Credit Card).

[[File:Amoco logo.svg|left|thumb|150px|The final logo of the original Amoco, used until 2002]]
The final Amoco logo of the company simply changed the name on the logo to "Amoco". The logo featured the familiar torch and divided ellipse.<ref>{{cite web|url=http://www.amoco.com/what_we_do/ss/library/t_and_o.html |title=The Torch and Oval |website=Amoco |date=1997 |access-date=2012-11-30 |archive-url=https://web.archive.org/web/19980212074422/http://www.amoco.com/what_we_do/ss/library/t_and_o.html |archive-date=1998-02-12}}</ref> A horizontal logo was also used, with the italicized word "Amoco" featuring trailing red, white, and blue horizontal stripes, taken from the divided ellipse of the Amoco logo. This logo was used primarily on pumps and service station canopies.

After the rebrand, for a time the Amoco brand was retained as a sub-brand to the main BP helios logo, mainly in the form of the horizontal logo (used on signage as a smaller element beneath the price displays); the black background was replaced with green, to symbolize the new parent company.<ref>{{cite web|url=http://www.life.com/image/52511121 |title=LIFE Photos &#124; Classic Pictures From LIFE Magazine's Archives |publisher=LIFE.com |access-date=2012-11-30}}</ref>

Although a few Amoco stations still use their former logo, most have since been converted to the BP livery. In [[St. Louis, Missouri]], [https://www.google.com/maps/@38.6331374,-90.3044132,3a,75y,282.98h,98.17t/data=!3m6!1e1!3m4!1sfVQP_rvLvWZRfw0U62KSqQ!2e0!7i13312!8i6656 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 in Missouri|Interstate 64]] (near the southwest corner of [[Forest Park (St. Louis)|Forest Park]], home of the [[Saint Louis Zoo|St. Louis Zoo]], the [[Saint Louis Art Museum]] and other prominent attractions). It is visible up to two miles away on the interstate. Most surviving Amoco stations are kept so BP can continue holding the trademarks for Amoco and Standard.

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". BP still uses the Silver and Amoco Ultimate brands for its midgrade and premium gasolines. For the 2017 revival (see below), the Amoco logo got a new, modernized refresh to its "torch and oval" image.

=== Sponsorship ===
In 1968–1972, (as American Oil Company) the company sponsored the American Freeway Patrol (AFP) in the metropolitan San Diego area as part of an expansion of service stations into Southern California. The American Freeway Patrol cruised the freeways and assisted disabled motorists free of charge, and provided helicopter traffic reports for local radio stations which was groundbreaking at the time. Don Langford, with KFWB (AM) Los Angeles, joined the American Freeway Patrol, San Diego, as traffic reporter on [[KOGO (AM)|KOGO-AM]]-[[KSSX|FM]], [[KNSN (AM)|KSON]] (AM), [[KIOZ|KITT]] (FM) San Diego, and [[KMLO]] (AM) Vista.<ref>{{cite web |title=Father of Calif. gov dies in Montgomery |url=http://www.enquirer.com/editions/2000/01/01/loc_father_of_calif_gov.html |website=www.enquirer.com |author=Earnest Winston |date=2000-01-01}}</ref><ref>{{cite web |title=Proposed Charter Amendments and Arguments |url=https://www.sandiego.gov/city-clerk/pdf/pamphlet710921.pdf |author=City of San Diego |date=1971-09-21 |access-date=2018-03-04}}</ref>

In 1976, Amoco (under the "''Standard''" name) sponsored the [[Barney Oldfield]] Speedway attraction at [[Six Flags Great America|Marriott's Great America]] [[theme park]] in [[Gurnee, Illinois|Gurnee]], Illinois. Although the sponsorship deal ended when [[Marriott Corp.|Marriott]] sold the park to [[Six Flags]] in 1985, the ''Standard'' logo can still be seen on all of the Barney Oldfield Speedway (now Great America Raceway) cars.

In 1988, legendary racer [[Mario Andretti]] drove the Amoco Ultimate Lola/Chevrolet for [[Newman/Haas Racing]] in the [[Indianapolis 500]] and throughout the season in the [[CART IndyCar World Series]]. Andretti provided great publicity for Amoco by winning races at Phoenix and Cleveland that year, part of his 52 career IndyCar wins. Andretti also appeared in Amoco television commercials that aired in local race markets as part of the IndyCar sponsorship campaign.

[[Dave Blaney]] drove a #93 [[Pontiac Grand Prix]]/[[Dodge Intrepid]] under Amoco sponsorship in the [[NASCAR Cup Series]] and [[NASCAR Xfinity Series]] from 1997 until the brand's demise in 2001.