Page "Exxon" Paragraph 5

In 1959, Jersey Standard gained full control of Humble Oil and restructured it into its U. S. marketing and refining division, to market nationwide under the Enco, Esso and Humble brands.

Enco was created as an abbreviation of the phrase " ENergy COmpany.

" Humble introduced the Enco brand in 1960 in Oklahoma and surrounding states, to replace Humble's subsidiary Oklahoma and Pate brands.

Humble also tried marketing under Enco in Ohio, but Standard Oil Company of Ohio ( Sohio ) protested that the Enco name and logo ( a white oval with blue border and red lettering ) too closely resembled that of Esso.

Consequently, stations in Ohio were rebranded as Humble, and remained so until the Exxon brand came into use.