Valero announces new station design

Valero announced Wednesday, April 18, that it plans to introduce a new, contemporarily branded station design named Vanguard, that the company says will “give Valero marketers and distributors a fresh new look and an opportunity to further develop U.S. markets and strengthen customer loyalty, while also exploring new, international markets, particularly in Mexico.”

“Vanguard demonstrates our commitment to continue growing the Valero brand,” said Eric Fisher, Valero vice president of Wholesale Marketing and International Commercial Operations. “The new look created by world-renowned design firm Antista Fairclough is a significant investment in our business that we expect will appeal to consumers and provide our marketers a distinctive tool to bolster the Valero top-tier quality fuel brand.”

Atlanta-based Antista Fairclough has provided design expertise to Valero for more than 13 years.

“Vanguard evolved after a process of fully understanding Valero’s brand strategies and its customer base,” said Thomas Fairclough, co-owner of Antista Fairclough. “Valero’s brand heritage and image played an important role in the new design. Knowing how far Valero wanted to move its brand image on an evolutionary scale created a framework for the new image to successfully come to life.”

More than a dozen alternative designs were considered and evaluated in a national consumer survey. The new Vanguard design was the overall favorite with consumers and was lauded for its progressive and modern look that is considered “clean,” “likable” and “safe.”
Vanguard will be available to the market during the second quarter of 2018.

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