Exxon is a brand of fuel sold by ExxonMobil which formally replaced the Esso, Enco, and Humble brands on January 1, 1973, in the USA. The name Esso was a trademark of Standard Oil Company of New Jersey and attracted protests from other Standard Oil spinoffs because of its similarity to the name of the parent company, Standard Oil.

As a result, the company was restricted from using Esso in the USA except in those states awarded to it in the 1911 Standard Oil antitrust settlement. In states where the Esso brand was blackballed, the company marketed its gasoline under the Humble or Enco brands. The Humble brand was used at Texas stations for decades as those operations were under the direction of Jersey Standard affiliate, Humble Oil, and in the mid-to-late 1950s expanded to other Southwestern states including New Mexico, Arizona, and Oklahoma.

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