• Gulf Unveiling New Logo and Image

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    Gulf Oil today announced plans to introduce a new retail fuel image that will
    fly on about 700 locations in the Northeast market.

    Executives note that the image will have appeal to the consumer's eye with a
    refresh of the iconic logo, brighter variations of classic Gulf colors, and
    "warm gradient sun imagery."

    "Our consumers and distributors are looking for more from the Gulf brand and
    this is an opportunity for us to capture their attention with a look unlike any
    other in the market today. The refreshed image is one of the critical elements
    of strengthening Gulf as a first-class brand and fuels supplier," said Eric
    Johnson, CEO and President of Gulf.Gulf will provide branded distributors with
    a reimage program and will offer competitive conversion incentive to customers
    looking to grow their station portfolio.

    The move is one of the first major retail efforts since Gulf Oil was sold by
    Cumberland Farms to an affiliate of ArcLight. Previous moves have seen the
    company consolidate unbranded marketing into a much tighter Northeastern
    footprint, and the company has outsourced its supply needs to Freepoint
    Commodities.

    This appears to be the first initiative from former BP executive Sue Hayden who
    is now chief marketing officer at Gulf. She called the rollout a "turning point
    for Gulf and our customers' ability to grow the business together in a more
    powerful way," and added that the reaction to prototype sites has been
    "overwhelmingly positive."

    The new image package also includes a branded diesel offering, an updated Gulf
    Express convenience store image and sleek car wash signage that are all
    complementary to the new fueling experience. The image can be viewed at several
    prototype locations throughout New England. Gulf officials will hit the road
    this month to introduce the new image to its portfolio of distributors and
    dealers through a series of road shows.

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