Historic Blue and Orange: Why the Gulf x Williams Partnership is so Iconic

How an oil company won the branding game

Gulf Oil Ltd’s bright orange and powder blue liveries have been present throughout the history of motorsport, and continue to leave their mark in today’s Formula 1 calendar. The history and legacy of the oil company are long and not without controversy, but the branding is nothing short of legendary. The brand keeps the past firmly at the forefront of their design, which is why the most recent collaboration is one for the history books.

The History of Gulf in Motorsports

Gulf-inspired liveries have a longstanding relationship with motorsport, initially appearing on the scene in the 1960s with the largely successful Gulf-JW Automotive team. The vibrant orange and pale blue we know and love first emerged on cars like the Ford GT40 and Porsche 917. Gulf’s corporate colours (darker blue and orange) were considered too muted for the racetrack, so they decided to take inspiration from their acquired company, Wilshire Oil. And so, the now instantly recognisable powder blue and striking orange palette was born.

The 1966 Ford GT40 in a blue and orange Gulf livery. Source: Gulf Oil Ltd