Bringing back an Australian icon

Houston has been Ampol’s strategic brand partner since 2015, leading the transformation of the business’ brand portfolio, as well as its internal culture and purpose programs.
In 2018, a change in circumstances meant it was time to explore options for an alternative fuel brand. Since Ampol are an Australian owned and operated company, it was essential that the new brand reflected not only the character of Australia, but the future-focussed mindset of a renewed premium fuel provider. We explored a number of hypotheses and scenarios for change – and through rigorous consumer testing confirmed a revitalised Ampol was the right approach. It was time to bring back an Australian icon

The Ampol name evokes fond memories for many Australians – and the fresh, modern brandmark connects it with a new generation of customers.
Ampol’s logo captures both a nod to the heritage and a look to the future. The original red and blue bands and capitalisation of the word, Ampol, link to the heritage logo, while the new, modern and distinctive leaning ‘A’ symbolises forward momentum.
The new logo features bold custom typography, priming Ampol to become once again Australia’s most loved and admired premium fuel brand—a simple, striking beacon for customers when on the road.

Ampol’s refreshed brand hasn't been in the market for as long as most of their competitors (2020) – but this new chapter of an Australian icon is off to a momentous start. Approximately 75% of drivers already recognise Ampol based on its logomark (A symobl) alone. This is even higher for drivers aged between 18 and 34 – who would not have been aware of the Ampol brand when it was previously in markets. 80% of drivers also associate red and blue colours with Ampol, reflecting the mark of a brand that has quickly established itself in the minds of Australian drivers.

78%

Drivers between 18 and 34 who can identify Ampol based on its 'A' logomark.

80%

Drivers who associated red and blue with Ampol.