Esso Logo — Eastern Seaboard Standard Oil ( ESSO ) is a name that was given in several places at the U.S. oil company Standard Oil . In 1911 to divide the company, the brand was the subject of litigation, which won the Standard Oil of New Jersey . In 1973 , Esso was integrated within the corporation Exxon . Today is a well known brand of fuels and lubricants and name chains of service stations, owned by ExxonMobil Corporation, whose subsidiaries worldwide are still calling Esso, except the United States, which favors the Exxon brand.

In 1911, Standard Oil was split into seven regional companies, each with rights to the brand “Standard” in certain states (plus a number of other companies that had no territorial rights). Standard Oil of New Jersey (“Jersey Standard”) had the rights in that state, also in Maryland, West Virginia, Virginia, North Carolina, South Carolina, and the District of Columbia. In 1941, he had also acquired the rights in Pennsylvania, Delaware, Arkansas, Tennessee, and Louisiana. In those states, put their products under the brand “Esso”, the phonetic pronunciation of the letters “S” and “O”. He also used the Esso brand in New York and six New England states, where the Standard Oil Company of New York (Mobil) owned the rights, but did not oppose the use of the trademark by the company of New Jersey (the two companies were not combined until 1998). However, in other states, the other Standard Oil companies objected and forced Jersey Standard to use other brands. In most states the company used the trademark “Enco”, and some “Humble.” The other Standard companies likewise remained “Standard” or some variant on that in their own states, and another brand in other states.

This situation was confusing for travelers. In 1972, Standard Oil of New Jersey was renamed Exxon Corporation, and adopted that trademark throughout the country. However maintained the rights to “Standard” and “Esso” in the states where it held those rights, a significant effort by selling “Esso Diesel” in those states at stations that sell diesel fuel, thus preventing the trademark was declared abandoned.

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