ESSO
ESSO is a notable Class 4 mark because it remains highly recognisable in fuel retail and petroleum branding. It helps round out the class with another legacy name that ordinary users will immediately understand.
UK IPO Record
Brand History & Trademark Analysis
ESSO is a notable Class 4 mark because it remains highly recognisable in fuel retail and petroleum branding. It helps round out the class with another legacy name that ordinary users will immediately understand. From an SEO perspective, it reinforces the link between Class 4 and petrol, diesel and forecourt-related searches.
Nice Class 4 covers fuels & lubricants. View all Class 4 trademarks and case studies →
Historical Background
Esso's trademark history in UK law is linked to Esso Petroleum Co Ltd v Commissioners of Customs and Excise [1975] UKHL 4, concerning the company's 1970 World Cup coin promotion distributed through approximately 4,900 petrol outlets. The House of Lords held that the coins were not subject to purchase tax as they did not constitute a sale. The brand's "Put a Tiger in Your Tank" campaign, created in 1959, became one of the most recognised automotive marketing slogans of the 20th century.