Citgo: A Cultural Landmark
My roommate recently told me that before she graduates BU, she wants to attempt to climb onto the Citgo sign. Outlandish and possibly illicit undertakings aren’t new to her so I obviously didn’t question the idea, but after some thought, I had an idea of my own. The Citgo sign is incredible advertising.
The sign has all the basics down. It’s in an area with little to no ads, therefore not much competition. Additionally, It’s always “working” to bring brand awareness by reaching thousands of eyes a day at all times. Whether you just left a Red Sox game at Fenway, driving on Storrow Drive, or of course, you’re one of the 36,000+ BU students walking down Commonwealth rushing to class, you’ve at the very least seen the sign. Further than its familiarity, it somehow became a Massachusetts staple and an iconic symbol of the city of Boston. What started as a simple sign of an oil company’s logo is presently a constant for the people. But how did this different kind of brand loyalty emerge and how did Boston’s love for the sign start?
The history goes as follows:
1940: The original ‘Cities Services’ sign was built above their regional headquarters.
1965: The corporation rebranded to ‘Citgo’, causing the company to revamp its sign to the familiar one.
1979 - 1982: absence made the heart of the public grow fonder as, during this time, the sign remained unlit per the oil crisis at the time. Near the end of these years, there were talks of taking the sign down completely. This was halted due to major uproar from Bostonians and even the Boston Landmarks Commission attempting to make it an official city landmark.
2008: sign caught on fire!
2010: internal lights were replaced in an effort to be more environmentally cautious.
2018: efforts to make the sign a landmark was vetoed.
Per the quick history, the adoration for the sign started more than 40 years ago which can be traced back to the attachment caused by… well by just being uniquely there. Since its resurrection, it’s made a lasting impact on the lives of many. The second I told my cousin I went to school at BU she mentioned how a friend of hers who also went got the Citgo sign tattooed on her arm. I was coming from a concert at MGM Music Hall in Fenway and knew how to get home by just looking up. Other than being a lighthouse for Boston University students, it’s become a large part of Boston’s baseball culture along with being a must-see when traveling to Boston.
But is so much blind brand loyalty a good thing? The advertising is obviously working wonders. Let’s say a Bostonian was driving, needed gas, and saw a Citgo and a Shell right across from each other, they would most likely go for the Citgo. But it can be believed that the majority of people that walk around with Citgo sign tattoos don’t understand they are flaunting an oil company that much like any other oil company generates insurmountable pollution while hurting our natural land and wildlife.
Regardless, the Citgo sign stays synonymous with all things Boston, after baked beans, the Boston Marathon, and lobster rolls. And though not an official historical landmark, the perfect ad remains a figurative one.
Fernanda Valdez