Union 76
Union 76, commonly branded as 76, is an American gasoline and service-station brand operated by Phillips 66 and marketed primarily through independently operated retail locations, known for its orange circular "76" logo.
Last updated October 14, 2026
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Overview
Union 76 is an American fuel-retailing brand whose roots extend to the Union Oil Company of California, commonly known as Unocal. The brand was introduced in 1932 as Union 76 and became one of the most recognizable gasoline identities in the United States through its distinctive orange-ball logo, roadside visibility, and association with the western American petroleum market. The number 76 has been associated with the year 1776 and with the brand's gasoline designation; public descriptions of the name's origin differ in emphasis, but the 76 identity became the durable consumer-facing mark. The brand developed through Union Oil's integrated petroleum business, which included exploration, production, refining, distribution, and service stations. Its historical retail presence was particularly strong in California and other western states, where Union 76 stations became familiar fixtures on highways and in urban neighborhoods. The orange, white, and blue visual system, together with the circular 76 sign, gave the brand a highly recognizable physical presence at a time when gasoline companies competed heavily through roadside architecture, signage, credit cards, promotions, and motor-sport sponsorship. Union 76 also built visibility through automotive and sporting associations. The company supplied fuel for racing and became connected with major American motorsport events, including NASCAR's Daytona 500, where 76 served as a long-running official fuel sponsor. These activities helped position the brand not only as a gasoline seller but also as a performance-oriented automotive brand. The identity was later shortened in consumer use to 76, although Union 76 remains an important historical name and is still used in references to the brand's heritage. Ownership changed substantially as the American petroleum industry consolidated. Union Oil acquired Pure Oil in 1965, expanding its refining and marketing system. Union Oil was acquired by Tosco Corporation in 1997, and Tosco was subsequently acquired by Phillips Petroleum Company in 2001. Phillips Petroleum and Conoco merged in 2002 to form ConocoPhillips. Following the 2012 separation of ConocoPhillips's downstream and midstream businesses into Phillips 66, the 76 brand became part of Phillips 66's marketing portfolio. Today, 76 is principally a branded fuel-retailing and gasoline brand rather than a separately listed corporation. Phillips 66 supplies and supports the brand while many stations are owned or operated by independent dealers, distributors, or other retail partners. Offerings can include regular, mid-grade, and premium gasoline, diesel at participating locations, branded payment or loyalty services where available, and convenience-store products determined by individual operators. Availability, station ownership, services, and fuel grades vary by location. The brand's current identity retains the orange-ball 76 mark and relies on a combination of licensed retail distribution, fuel quality positioning, and the nostalgic strength of a long-established American roadside brand.
History
The 76 brand was created by Union Oil Company of California in 1932. Union Oil, later known as Unocal, was an integrated American petroleum company with a particularly important commercial presence in California and the western United States. The company's gasoline business used the Union 76 name, while its broader operations included oil and gas production, refining, transportation, and marketing. The brand's central visual asset became the orange 76 ball. The design was highly effective in roadside environments because it was simple, legible from a distance, and distinct from the rectangular signs used by many competing fuel companies. The name was commonly connected with the United States bicentennial year 1776 and with the gasoline's 76 designation. Regardless of the precise emphasis used in different historical accounts, the number became inseparable from the brand and eventually allowed the shorter name 76 to function independently. Union Oil expanded its downstream presence over time. Its 1965 acquisition of Pure Oil added assets and operations to the company's petroleum system. The company also used promotional programs, branded stations, credit services, and sports associations to build consumer recognition. Among the brand's most visible associations was American motorsport. Union 76 supplied racing fuel and became a prominent sponsor connected with NASCAR, including the Daytona 500. This helped attach the brand to performance, road travel, and car culture beyond its ordinary role as a gasoline retailer. The petroleum-industry consolidation of the late twentieth and early twenty-first centuries changed the corporate setting around the brand. Tosco Corporation acquired Union Oil in 1997. Phillips Petroleum then acquired Tosco in 2001, making 76 part of Phillips's refining and retail network. In 2002, Phillips Petroleum merged with Conoco to create ConocoPhillips. During this period, 76 coexisted with other fuel brands in the combined company's portfolio, and the brand's station network increasingly depended on branded marketers, dealers, and independently operated locations rather than a single vertically managed chain of company-owned outlets. In 2012, ConocoPhillips separated its downstream and midstream operations into Phillips 66. The 76 brand moved to Phillips 66, where it remains a gasoline and fuel-retailing identity. Phillips 66 manages the brand, supplies fuel, and supports retail partners, but individual locations can differ in ownership, services, convenience offerings, and operating practices. The modern brand therefore combines corporate fuel supply with a distributed retail model. The contemporary 76 identity retains the orange-ball emblem and the name's long-standing American heritage. It is strongest as a domestic United States fuel brand, especially in markets where the Union Oil and western-U.S. legacy remains familiar. Its principal products are gasoline grades and, at selected stations, diesel. It is not a separately listed company; its public-market status derives from Phillips 66, whose shares trade under the ticker PSX. The brand's historical significance rests on the continuity of its visual mark, its role in western American petroleum retailing, and its sustained connection with automotive and motorsport culture.
- 2012
Transfer to Phillips 66
[3]ConocoPhillips spins off Phillips 66, which becomes the corporate owner of the 76 brand; Phillips 66 also acquired related U.S. downstream assets from Chevron, and the 76 brand subsequently moved into its system.
- 2002
Formation of ConocoPhillips
[4]Phillips Petroleum merges with Conoco, creating ConocoPhillips and retaining 76 within its downstream portfolio.
- 2002
Formation of ConocoPhillips and transition to Chevron system
[1]Phillips Petroleum merges with Conoco, creating ConocoPhillips and retaining 76 within its downstream portfolio; also in 2002, after Union Oil merged into Chevron, the 76 brand became a Chevron retail fuel brand in the United States.
- 2001
Phillips Petroleum acquires Tosco
[3]The acquisition transfers the 76 brand to Phillips Petroleum.
- 1997
Tosco acquisition
[2]Tosco Corporation acquires Union Oil and takes control of the 76 business.
- 1965
Pure Oil acquisition
[2]Union Oil acquires Pure Oil, expanding its petroleum and marketing operations.
- 1932
Union 76 is introduced
[1]Union Oil Company of California launches the Union 76 gasoline identity for its service stations and fuel products, later shortened in common use to 76.
Products and positioning
A heritage American gasoline and service-station brand positioned around strong roadside recognition, the orange-ball 76 identity, fuel quality, and automotive and motorsport associations. Current retail execution is generally delivered through Phillips 66's branded fuel network and independent station operators. A fuel and highway travel brand for the general American motoring public, emphasizing its easily recognizable visual identity and long-standing associations with American Western, highway, and racing culture.
Gasoline · 1932
76 gasoline
The core 76 offering consists of branded gasoline sold through participating service stations for everyday passenger vehicles and other road users in the United States. Locations may offer regular, mid-grade, and premium grades, with exact formulations, octane ratings, additive packages, and availability varying by market and station operator. The primary fuel offering sold at 76 stations for everyday passenger vehicles and other road users in the United States. Grades, additive formulations and availability may vary by location.
Diesel fuel
76 diesel
Selected 76 locations sell diesel fuel under the brand for diesel passenger vehicles, light commercial vehicles, and other road-transport uses. Diesel availability is not universal across the network and depends on station equipment, local demand, and the operating decisions of the retailer. Diesel sold at selected 76 stations for diesel passenger vehicles, light commercial vehicles and other road-transport uses, subject to station availability.
Fuel retail · 1932
76 service stations
76-branded stations provide fuel retailing and may include convenience stores, vehicle services, car washes, food, beverages, and payment or loyalty features. These ancillary services are location-specific because many stations are independently owned or operated. Fuel-retail locations operating under the 76 identity. Stations commonly offer gasoline or diesel and may include convenience retail, car washes or other roadside services, depending on the site.
Marketing campaigns
- 76 motorsport sponsorship and racing-fuel program
United States
Union 76 developed a long-running association with American motorsport through racing-fuel supply and sponsorship, including a prominent relationship with NASCAR and the Daytona 500. The activity connected the gasoline brand with performance, competition, and driving culture. Union 76 developed a long-running association with American motorsport through racing-fuel supply and sponsorship, including a prominent relationship with NASCAR and the Daytona 500. The activity connected the gasoline brand with performance, competition, and driving culture, and strengthened 76's visibility among automotive enthusiasts, making the orange-ball brand a familiar presence in televised and trackside American racing.
Outcome. The program strengthened 76's visibility among automotive enthusiasts and made the orange-ball brand a familiar presence in televised and trackside American racing.
Brand decisions
2012
Downstream separation creates Phillips 66StrategyBackground
ConocoPhillips separated its downstream and midstream operations from its upstream exploration and production business.
Action taken
Phillips 66 was established as an independent public company and received the 76 brand; Phillips 66 also acquired selected U.S. downstream assets and related brand assets from Chevron.
Aftermath
76 continued as a Phillips 66 retail brand supported through branded fuel marketers and station operators.
2001
Phillips Petroleum acquires ToscoM&ABackground
Phillips Petroleum expanded its refining and marketing portfolio through the acquisition of Tosco.
Action taken
Phillips Petroleum acquired Tosco and its associated retail brands, including 76.
Aftermath
76 became part of the Phillips downstream system and later the ConocoPhillips portfolio.
1997
Union Oil is sold to ToscoM&ABackground
Union Oil was acquired during a period of consolidation in the American petroleum and refining sector.
Action taken
Tosco Corporation acquired Union Oil, including the Union 76 fuel-marketing business.
Aftermath
The brand continued under new corporate ownership before moving to Phillips Petroleum and subsequently to ConocoPhillips.
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