Arco Name to Survive as BP

Arco fared better than Amoco on Monday as BP Amoco, working to digest two years of acquisitions, announced a sweeping overhaul of its global brand, logos and corporate identity.

The London-based oil giant will now be known simply as BP and its gasoline stations will get a new look. Since 1998, British Petroleum has purchased Chicago-based Amoco Corp., Los Angeles-based Atlantic Richfield Co. and two smaller companies, and was known as BP Amoco.

Now, the Amoco name will disappear except as a fuel sold east of the Rockies at stations that will be re-branded as BP.

The Arco name will survive “for the foreseeable future” on the 1,800 retail outlets in the Western states that BP Amoco purchased as part of Atlantic Richfield Co., a company spokesman said. BP also intends to maintain the Arco strategy of being the low-price leader in its markets, he said.