After 78 Years, Exxon Asks Court To Use 'Esso' Name Again

Law360, New York (December 21, 2015, 5:48 PM EST) -- Oil giant ExxonMobil asked a Missouri federal judge Friday to change an injunction from the Great Depression that prevents it from using the "Esso" trademark across much of the United States, saying the passage of time and numerous rebrandings have eliminated the chance that consumers would think "Esso" was associated with its Anglo-American competitor BP.

Exxon, the modern-day successor of Standard Oil of New Jersey, says that while it has no plans to expand its use of the Esso mark in the affected states, it wants to avoid the expense of rebranding letterhead, invoices, packaging and marketing materials that flow between...

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