CHEVRON TEXACO: ExxonMobil redux

New: The Corporation, name, and wordmark

Launched: October 9, 2001

Story in brief:
The acquisition of Texaco by Chevron

Credits:
C.E.O. - Dave O'Reilly
Identity design - Lippincott & Margulies

First Impressions:
Looks like Dave O'Reilly saw last year's ExxonMobil logo by Lippincott & Margulies (see below) and said "I think I'll do that too," and so bought Texaco and commissioned another L&M sewing assignment.

The ExxonMobil comment applies here as well: "It strikes me as work in process, to be resolved some day in a brand that looks more clearly to the future than to its heritage parts."