Not too long ago, the 8-foot tall orange Union 76 globes towering over gas stations could be found almost as easily as a Starbucks can today. But as those stations were renovated or as new ones were built, the glowing balls were taken down and newly built outlets got more conventional (i.e. cheaper) signage. After being acquired several times, the Union 76 brand ended up in ConocoPhillips' ever-growing portfolio. And that's when trouble started. Conoco's marketing department embarked on a mission to overhaul the 76 image and mandated that all surviving 76 balls be taken down. Automobilia collectors and museums alike were angered by the insistence of Conoco that the iconic signs be destroyed. Letters, pleas and petitions ensued.But this story ends happily. While the plan to remove the orbs will go through, some of them will be donated for preservation to museums (including The Smithsonian and the Peterson Automotive Museum). And in another turn of events, the marketing team heard all those complaints and has decided to return the glowing 76 ball to as many as 100 gas stations in western states.
[Sources: The Wall Street Journal via The Car Connection and Save the 76 Ball]
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Reader Comments (Page 1 of 1)
Vinny @ Jan 22nd 2007 3:45PM
How did that company come up with the name 76 anyway?
Chris @ Jan 22nd 2007 3:54PM
The 76 in Berkeley, CA would cover the ball up to look like a pumpkin for Halloween.
shaz @ Jan 22nd 2007 4:04PM
What about mini-76 balls for the top of the car’s antenna? Oh wait, cars don't have those kind of antennas anymore.
Ben @ Jan 22nd 2007 4:51PM
"Museums get to hold balls." Nice. ;-)
Richard Warren @ Jan 22nd 2007 5:04PM
#1 Union oil incorporated in 1890 and had several logos prior to the ball.
http://www.conocophillips.com/newsroom/logos_identity/76_lubricants/symbolhistory/index.htm
The logo number "76" emerged in 1947 it originally was to become the symbol in 1932 but U.S. Patent & Trademark Office denied the symbol because they thought people would take it to signify an octane rating of 76 which for the time was very high.
“Spirit of 76” advertising campaign stemmed from Rey Pedersen, logo designer for Unocal, and his idea to create a large, orange ball at the Seattle World's Fair in 1962.
In 1967 the antenna balls came along, still have several.
The first place I worked in the auto business was a 76 station in Westchester, CA. Still have great memories of the owner and some great customers. Man, that was 45 years ago! Lied about my age, got hired.
Bob @ Jan 22nd 2007 8:08PM
The 76 orb always brought a smile to my face. It's so recognizable - too bad it couldn't stick around.
carbuzzard @ Jan 22nd 2007 8:46PM
When all the business world searches for a distinctive logo, what does ConocoPhillips do but spike one that's instantly recognizable. Sheesh. Have to admit, however, that the automotive press was behind saving the balls, including: http://www.carbuzzard.com/newsletter/index.php?letter_id=66&lettertype=&pageaction=browse
Lee @ Jan 22nd 2007 9:40PM
Nice title
BOB @ Jan 23rd 2007 1:55AM
OUT OF STATE MORONS TOOK DOWN THE ORANGE BALLS IN CALIFORNIA ALREADY...................................
Just another case of "I bought it, so I get to change the logo, nyah, nyah!" like when Bank of America, a San Francisco tradition, was bought out.
The company was once Union Oil of California -- no one here mentioned that the balls looked like giant oranges
GET IT?? Oranges, California.???
All the out of state takeover giants that bought up our companies fail to have the California sense of humor.
I DON'T BUY THEIR GAS ANY MORE
Galley @ Jan 23rd 2007 10:06AM
Weren't those the original antenna toppers? I always wanted one, but they didn't have 76 stations in North Dakota where I grew up.