Lubricants Oil

MotoGP Sponsor

AGIP (Azienda Generale Italiana Petroli) established in 1926 and is world famous brand of ENI, Italy, 6th largest petroleum company in the world, who is ranked 16th in Global Fortune 500 List of Companies.

About American Agip        

American AGIP Co. Inc. was established in North America in 1987. American Agip is part of the Eni Group, a global company operating in the oil, natural gas, power generation and petrochemicals industries, as well as oil field services and engineering. After having, in 2008, spun off its methanol and petroleum products trading activity to its sister company, Eni Trading and Shipping (ETS), American Agip is now active and exclusively focused on the manufacturing and marketing of quality lubricants.
We are a manufacturer marketer & distributor of a complete line of industrial lubricants. Our manufacturing facility is located in Cabot, Pennsylvania where we have over 1,000,000 gallons of lubricant storage. Agip products are manufactured from the highest quality solvent-refined paraffin base oils and bright stocks and the latest technology in heavy-duty additives. As of April 1, 1997, Agip Super passenger car motor oils, All-Guard, and All-Guard Premium heavy-duty motor oils are being manufactured with Group II base oils. Agip also markets a complete line of greases available in tubes, pails, kegs, and drums.
A competent and service driven sales force, together with a modern fleet of company owned vehicles, allows the state of the art distribution centers located in Cabot (PA), Hainesport (NJ), Jane Lew (WV), Medina (OH), Westbury (NY), Boucherville (Quebec-Canada), to efficiently distribute lubricants throughout Eastern United States and across Canada. American Agip is also ISO-9001:2000 certified for manufacturing.

the six-legged dog      
an exhibition to tell the history of eni from 1953 to present

 the trademark today                                                                          the trademark in 1998

Eni Brand Today
Eni, in its natural evolution, has now become an all-round energy company. 

It is therefore natural and essential that the image with which it presents itself in the 70 countries where it operates should evolve accordingly.
The privatisation process, first of all, and an increasingly competitive market system have made this change even more necessary and led the company to rethink itself as a single entity, operating in a wide range of sectors but speaking with one voice and one brand.

An analysis carried out to identify the elements that best distinguish and define the system of values on which the company is based revealed two essential needs that were to prove key in the construction of the new identity:

* to unify markets and the different contexts in which Eni operates with a single voice and under a single name

* to make visible in a graphic sense Eni's dynamism, closeness, openness and integration.

The analysis involved all the subjects with whom Eni interacts on a daily basis, from stakeholders and opinion leaders, to consumers and employees.

The research carried out to date has confirmed the increased effectiveness of a single brand and the need for greater consistency in communications.

History and Trademark
the true story of the six-legged dog

From the first discoveries made at Caviaga in 1946 and up to 1952, Enrico Mattei was focused on oil. But it soon became clear that the real abundance of treasure of the “open-air safe” that was the Po Valley was in fact natural gas which, in a few short years, would provide the big industries of the north of Italy with energy. However, Mattei needed to make public opinion and the political class believe that there was an abundance of oil and that the country could count on its own supplies of petrol, produced and refined “in-house”. This was the signal to give a boost to the modernization of the commercial line of Eni through an advertising image consonant with the times, and able to combine a sense of optimism, speed and progress. The creation of the logo with the six-legged dog, linked to the promotion of petroleum produced by the plant at Cortemaggiore, had to be an example of that Italian segment that “had made it”.

An Agip techinician and a detail on an air valve, Caviaga 1944The starting point for Mattei was simple: to build upon the success in the mineral field to cast a new light on the company’s commercial activities, showing consumers the virtuous link between the two aspects. This was where the idea for the slogan “la potente benzina italiana” (a powerful Italian petrol) and the name “Supercortemaggiore” came from, recalling, with an effective neologism, the relationship between innovation (Super) and reliability, commitment and consolidated experience (Cortemaggiore). Mattei soon realized that motorisation of Italy was at its beginning and that the years of economic recovery provided ideal conditions to plant for the future. At the beginning of 1952 – when the creation of Eni was now a certainty – Mattei decided to make what was a significant economic investment for the period: a competition with total prize-money of ten million lire for the design of logos for the two leading products (Supercortemaggiore and Agipgas), accompanying advertising posters and livery for the petrol pumps. As usual, Mattei personally defined the terms of the competition, the timing, the prizes and even the jury. In May 1952 the terms of the competition were published in Domus, then edited by Gio Ponti, which was considered Italy’s most important architecture and furniture magazine. The jury was made up of a number of prestigious names, including Gio Ponti, Mario Sironi, Mino Maccari and Antonio Baldini. Between May and July 1952 more than 4,000 submissions were made and, on September 8, a vote was taken, with “a big majority” to decide the winners. For the Supercortemaggiore poster – which would soon invade Italian streets – the six-legged dog, designed by the sculptor Luigi Broggini but presented by the Milanese Giuseppe Guzzi, was selected.

Much has been said about the history of the six-legged dog. In the many biographies of the first chairman of Eni written over the years, an air of mystery has often surrounded the logo. In fact, the minutes from the competition committee and a reconstruction of the history refute conclusively the legend that “Broggini’s dog” had not won a prize and that it was Enrico Mattei himself who picked it out from among the losers. Enrico Mattei, trip to Iran, 1958They also refute assertions, once an for all, that the dog originally had four legs and that Enrico Mattei had two extra legs added, with a surprising touch of imagination and originality. But it is also not true that Enrico Mattei was completely ignorant of decisions that were being taken about the logo. If it is true – and many of the chairman’s entourage of the time have confirmed it – that the chairman of Eni was much taken by the dog, with its strange and aggressive form, six legs, strong colours and red flame, it is also true that he had a not insignificant role in ensuring its use not only in advertising posters but in the logo.

Already by the end of 1952, the six-legged dog had come to represent the “powerful Italian petrol” on the pages of leading newspapers and a range of magazines with national circulation. This was how the dog, for which Ettore Scola (then working at the advertising department of Agipgas) would invent the well-known slogan “il cane a sei zampe fedele amico dell’uomo a quattro ruote” (the six-legged dog, loyal friend of four-wheeled man), quickly came to represent not only the products, but, more generally, Eni’s way. It was from here that Italy got going again, right from this flame, able to reignite enthusiasm, optimism and a desire to do things