Most logo design advice is generic. Gas station logos have specific requirements that the generic advice misses. The Petrol Group design team has learned these five lessons from 25 years of fuel retail branding.
Secret 1: Design at totem scale first
Design the logo as it will appear on the totem (2-4m wide) before considering how it looks on a business card. If it doesn’t work at that scale, it doesn’t work.
Secret 2: Two colours maximum for physical applications
More than two colours makes ACP production, embroidery, and signage significantly more expensive — and more prone to variation between suppliers.
Secret 3: No gradients
Gradients don’t embroidery well, look different in every production process, and fade inconsistently in UV exposure. Flat colours only.
Secret 4: Test in black and white
If the logo doesn’t work in single colour, it’s not a strong enough mark. You’ll need it in monochrome for stamps, invoices, and embossing.
Secret 5: Get the font licensed
Using a free font without checking commercial licensing creates IP liability when the logo is used commercially.
See: logo design guide and brand manual.