PSX Fuel Forward™ App

Icon Design

/ 2023
Icon Design

Phillips 66 Corp. sought to integrate its three fuel brands (Phillips 66®, 76® and Conoco®) mobile apps into a single entity, resulting in the creation of the Fuel Forward™ App. For this project, we tested several rounds of names and logos resulting in the iconic Fuel Forward™ name and accompanying pump icon. 

Creative Directors: Chris Gault, Brian Lambert

Writer: John Sokolowski


Many different logos and names were concepted in the early stages of the app icon’s development. These were tested against each other with focus groups, which led us to identify Fuel Forward™’ as the preferred name and the fuel icon as the preffered icon. From there, we refined the icons form and developed a brand style guide to include accompanying gradient and geometric backgrounds.

Final App in Action