In 1888, the Anglo American Oil Company opened its head office in London, which eventually became a part of Esso. The Esso name did return to minor station signage at both Exxon and Mobil stations, which also had the effect of ExxonMobil de facto claiming the Standard trademark in Colorado, Kentucky, Montana, North Dakota, Oklahoma and Wyoming as Chevron withdrew from Kentucky in 2010 and BP gradually withdrew sales from the other states.Īn Esso service station in Wetherby, West Yorkshire, England (2010) under the Esso name they were primarily concerned about the additional expenses of having separate marketing, letterheads, packaging, and other materials that omit Esso. ĮxxonMobil did not specify whether they would now open new stations in the U.S. Neither BP nor Chevron (which had minimized the use of the Standard name in the 1970s) had any objection to lifting the ban. ExxonMobil cited trademark surveys in which there was no longer possible confusion with the Esso name as it was more than seven decades before. By this time, as a result of numerous mergers and rebranding, most of the remaining Standard Oil companies that had objected to the Esso name had been acquired by BP. federal court to lift the 1930s, trademark injunction that banned it from using the Esso brand in some states. In February 2016, ExxonMobil successfully asked a U.S. Station signage at an Exxon station in Columbus, Ohio, featuring the Esso logo, while BP owns the rights to the Standard Oil name in Ohio. It maintained the trademark rights to the Standard and Esso brands in the states where it held those rights by selling Esso Diesel in those states at stations that sell diesel fuel, thus preventing the trademark from being declared abandoned. In 1973, Standard Oil of New Jersey renamed itself Exxon Corporation, and adopted the Exxon brand name throughout the country. ĭuring the years of racial segregation in the United States, Esso franchises gave out The Negro Motorist Green Book: An International Travel Guide. Esso ranked 31st among American corporations in the value of World War II production contracts. The other Standard companies likewise were 'Standard' or some variant on that name in their home states, and another brand name in other states. Likewise, The Ohio Oil Company, which eventually became Marathon Oil, didn't market its downstream assets under the Standard name due to Sohio and Amoco owning the rights to the name in its core Midwestern territory. The other major Standard Oil spinoff, Standard Oil of Indiana (which became Amoco) largely didn't object due to the Midwestern United States being a weaker market for Esso. The objections were mostly made by Standard Oil of Ohio and, in the 1960s, Standard Oil of California (now Chevron Corporation) after their acquisition of former Esso jobber Standard Oil of Kentucky. In most states the company used the Enco ('Energy Company') brand name, and in a few, the Humble brand name. federal court injunction, forced Jersey Standard to use other brand names. However, in the other states, the other Standard Oil companies objected and, via a 1937 U.S. It also used the Esso brand in New York and the six New England states, where the Standard Oil Company of New York ( Socony-Vacuum, later Socony Mobil) had the rights, but did not object to the New Jersey company's use of the trademark (the two companies did not merge until November 1999). Historic Esso station in South Carolina, pictured in 2017 In most of the world, the Esso brand and the Mobil brand are the primary brand names of ExxonMobil, while the Exxon brand is used only in the United States alongside Mobil. by the Exxon brand after the Standard Oil of New Jersey bought Humble Oil, while the Esso name remained widely used elsewhere. In 1972, the name Esso was largely replaced in the U.S. Standard Oil of New Jersey started marketing its products under the Esso brand in 1926. The company adopted the name 'Esso' (the phonetic pronunciation of Standard Oil's initials, ' S' and ' O'), to which the other Standard Oil companies would later object. Originally, the name was primarily used by its predecessor Standard Oil of New Jersey after the breakup of the original Standard Oil company in 1911. For other uses, see ESSO.Įsso ( / ˈ ɛ s oʊ/) is a trading name for ExxonMobil. For the Russian village, see Esso (village).

This article is about the trading name for ExxonMobil.

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