CIS CaltexDeloIdentityGuide

Caltex Delo Global Brand Identity Standards
Preface Introduction
Preface Introduction
Introduction
A strong and consistent brand identity is one of a companys most valuable assets. It permits advertising and other communications to be consistent on an international basis and provides consumers anywhere in the world with instantly recognizable products that they can understand and trust. The purpose of these guidelines is to provide a tool for consistency in the design and use of the Delo brand identity and all the related products, advertising and marketing materials that are produced worldwide. Consistent application and precise reproduction of the approved trademarks and graphic design elements will strengthen the image of our brand and all our products. The product packaging is designed to meet the needs of the different global marketing areas. The package graphics work together to reinforce the Delo brand identity. Individual countries may have particular requirements, especially with respect to incorporating two or more languages. This manual was designed to maintain consistency and be exible enough to accommodate local requirements. The integrity of the Delo brand and all its products depends on a conscious effort to maintain the standards in these guidelines. All standards for signature use including color, clear space, minimum size, typography and proper placement of brand and corporate endorsements must be strictly adhered to for successful branding applications, from collateral and signage to packaging and promotional merchandise.
00.01
Preface Resources
Resources
If you have any questions regarding the correct usage of any of our brands, there are many resources available within the company to help you. Brand Caf Brand Caf can be accessed at: http://www.brand-cafe.com Brand Caf supports regional sales and marketing efforts by providing: Up-to-date brand identity standards documents for each major brand Answers to questions regarding global or regional use of brand identities Advertising compliance guidelines to mitigate risk and comply with advertising laws Global trademark registration and renewal services to ensure that our brands are protected All artwork for wordmark, endorsements and product brand extensions can be downloaded from Brand Caf. If you do not have a username and password for the Web site contact your regional marketing ofce. Brand Management Team Individuals within the company are also available for consultation. Below are the main contacts you will need for global and regional brand identity issues: Global Radu Murgescu Brand Architecture Manager, Global Brand & Marketing Don Walsh General Manager, Global Brand & Marketing Delo and Ursa John Cerveny Commercial Manager, Global Brand & Marketing Havoline Richard Masters Consumer Manager, Global Brand & Marketing Regional Asia Pacic: Barbara Young Brand & Marketing Manager EAME: Philip Lim Brand & Marketing Manager Latin America: Brian Rooney Brand & Marketing Manager North America: James Welchman Product Management & Marketing Manager Shibly Latiff Marketing Communications Manager
00.02
Preface Table of Contents
Table of Contents
Preface 00.01 Introduction 00.02 Resources 00.03 Table of Contents Brand Identity 01. Brand Signature 01.01 Delo Wordmark 01.02 Clear Space 01.03 One-Color Wordmark Usage 02. Endorsements 02.01 Brand Endorsement 02.02 Corporate Endorsement 02.03 Brand Endorsement Clear Space 02.04 Corporate Endorsement Clear Space 02.05 One-Color Brand Endorsement Usage 02.06 One-Color Corporate Endorsement Usage 02.07 Alternate Brand Endorsement 02.08 Alternate Brand Endorsement Clear Space 03. Brand System 03.01 Primary Color Palette 03.02 Secondary Color Palette 03.03 Color Specications 03.04 Positive and Reverse Contrast Considerations 03.05 Primary Typography 03.06 Secondary Typography 03.07 Incorrect Signature Usage 03.08 Sizing of Brand Elements 03.09 Placement of Brand Elements Applications 04. Product Brand Extensions 04.01 Product Brand Signatures 04.02 Product Brand Signature Components 04.03 Clear Space 04.04 Full-Color Product Brand Signature 04.05 One-Color Product Brand Signature 05. Collateral 05.01 Collateral Usage 06. Trademarks 06.01 Trademarks and Copyright Usage 06.02 API, ILSAC and JASO Seals 06.03 Premium Seal Usage 06.04 Premium Seal Color Effects 07. Packaging 07.01 Print Considerations for Packaging 07.02 Product Brand Signature Color Usage 07.03 Product Brand Endorsement Color Usage 07.04 Product Corporate Endorsement Color Usage 07.05 Plastic Packs 07.06 Product Labels 07.07 Cartons 07.08 Drum Labels 07.09 Plastic Pails 08. Merchandising and Promotional 08.01 Promotional Merchandise
00.03
Brand Identity Brand Signature
Delo Wordmark
The Delo brand signature consists of the specially designed wordmark shown here. Be sure to use the approved artwork le rather than attempting to re-create the wordmark. The Delo wordmark should preferably appear either on a Delo Blue or a white background. Approved artwork must be used.
Delo wordmark on a dark background
The minimum size for the wordmark is .347/8.81mm, measuring the height of D. Ensuring that the wordmark always appears at this size or larger will keep it and the registered trademark () legible and visible.
Delo wordmark on a light background
01.01

.5z .5z
Clear Space
.5z
The Delo wordmark must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around the wordmark. Clear space is an area that is kept free of any other text, graphic elements or other visual distractions.
.5z
Ensure that a clear space of .5z is maintained around the wordmark, where z is the height of D in the wordmark. More than this is always acceptable. Also remember to leave at least this distance between the wordmark and the edge of the page or label where it appears.
.5z .5z
The registered trademark symbol is ignored for the purposes of measuring clear space.
.5z
.5z
01.02
One-Color Wordmark Usage

When printing in only one color, the Delo reverse wordmark appears in white. The positive wordmark appears in black on a white or light background.
One-color reverse wordmark on a dark background
Please make every effort to use Delo Blue or black ink in one-color printing. If you need to use another color, please obtain approval rst from your Regional Brand & Marketing Manager. See page 03.04 for positive and reverse contrast considerations.
One-color positive wordmark on an intermediate background
One-color reverse wordmark on an intermediate background
One-color positive wordmark on a light background
01.03
Brand Identity Endorsements
Brand Endorsement
The Delo brand signature should normally be accompanied by the Caltex brand endorsement and the corporate endorsement A ChevronTexaco Brand. Approved artwork must be used. The Caltex brand endorsement has two preferred usages: one is the reverse brand endorsement on a Delo Blue background; the other is the positive brand endorsement on a white background. Note the differences between the two versions: the color of the Caltex logotype and the ring around the Caltex Star. The minimum size for the Caltex brand endorsement is .347/8.81mm, measuring from the top of the Caltex Star to the baseline of the Caltex logotype. Ensuring that the endorsement always appears at this size or larger will keep it legible and visible.
Caltex brand endorsement on a dark background
Caltex brand endorsement on a light background
02.01
Corporate Endorsement
The corporate endorsement has two preferred usages: one is the reverse artwork, where the endorsement appears in white on a Delo Blue background; the other is the positive artwork, with the endorsement in black on a white background. Approved artwork must be used.
Corporate endorsement on a dark background
Corporate endorsement on a light background
02.02

.5z .5z
Brand Endorsement Clear Space

.5z
The Caltex brand endorsement must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around it. Clear space is an area that is kept free of any other text, graphic elements or other visual distractions.
.5z
.5z
.5z
Ensure that a clear space of .5z is maintained around the Caltex brand endorsement, where z is the height of the entire signature (both the Caltex Star and the Caltex logotype). More than this is always acceptable. Also remember to leave at least this distance between the endorsement and the edge of the page or label where it appears.
.5z
.5z
02.03
Corporate Endorsement Clear Space

1.5A 1.5A A 1.5A 1.5A
The corporate endorsement, like the brand endorsement, must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around it. Ensure that a clear space of 1.5A is maintained around the corporate endorsement, where A is the height of A. Also remember to leave at least this distance between the endorsement and the edge of the page or label where it appears.
1.5A 1.5A A 1.5A
1.5A
02.04
One-Color Brand Endorsement Usage

When printing in only one color, the reverse brand endorsement appears in white. The positive brand endorsement appears in black on a white or light background.
One-color reverse brand endorsement on a dark background
One-color positive brand endorsement on an intermediate background
One-color reverse brand endorsement on an intermediate background
One-color positive brand endorsement on a light background
02.05
Brand Identity Endorsements One-Color Corporate Endorsement Usage

When printing in only one color, the reverse corporate endorsement appears in white. The positive corporate endorsement appears in black on a white or light background.
One-color reverse corporate endorsement on a dark background
One-color positive corporate endorsement on an intermediate background
One-color reverse corporate endorsement on an intermediate background
One-color positive corporate endorsement on a light background
02.06
Alternate Brand Endorsement

In markets requiring stronger brand identication, it is permissible to use the alternate brand endorsement. Where vertical space is extremely limited or would become illegible, (see promotional pen example on page 08.01.2) the alternate brand endorsement can be used. In case of doubt, consult with your Regional Brand & Marketing Manager before using the alternate brand endorsement.
Alternate brand endorsement on a dark background
The minimum size for the alternate brand endorsement signature is .347/8.81mm, measuring the height of the Caltex Star. Ensuring that the endorsement always appears at this size or larger will keep it legible and visible. The preferred color usages, shown here, are similar to those for the standard brand endorsement shown on page 02.01.
Alternate brand endorsement on a light background
02.07

.5z .5z
Brand Identity Endorsements Alternate Brand Endorsement Clear Space

The alternate brand endorsement must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around it. Clear space is an area that is kept free of any other text, graphic elements or other visual distractions.
.5z
.5z
Ensure that a clear space of .5z is maintained around the alternate brand endorsement, where z is the height of the Caltex Star. More than this is always acceptable. Also remember to leave at least this distance between the endorsement and the edge of the page or label where it appears.
.5z .5z
.5z
.5z
02.08
Brand Identity Brand System
Primary Colors
Primary Color Palette

Delo Blue Black
The primary color palette is an important part of the brand identity. This color palette comprises of Delo Blue, Caltex Deep Ocean Green, Caltex Red, black and white. If possible, all brand communications should use only colors from this palette. For any exceptions, please obtain approval from your Regional Brand & Marketing Manager. Some Delo products have an additional color used in the product extension identier. See page 03.02 for details. The specication for these colors will depend on the way they are reproduced (e.g., full-color newspaper ad, Web page, product label, etc.) For complete color specications in different color reproduction systems, see page 03.03.
Caltex Deep Ocean Green (Caltex brand endorsement only)
White
Caltex Red (Caltex brand endorsement only)
03.01
Secondary Colors
Delo 400 Green **Requires special ink treatment Delo CXJ Red
Secondary Color Palette

The colors shown here have restricted use and should be used mainly in product extension identifier, (see Product Brand Extensions, page 04.01 to 04.05). The secondary colors should be used to highlight certain words or graphics, but should not dominate the color schemes. Their use in overly large areas or as backgrounds should be avoided. The colors from the primary color palette should always predominate. The specification for these colors will depend on the way they are reproduced (e.g., full-color newspaper ad, Web page, product label, etc.) For complete color specications in different color reproduction systems, see page 03.03. For specifications on any new product brand extensions and their colors, please contact your Regional Brand & Marketing Manager.
Delo Gold Delo Sports Gold
Delo Silver
Delo SHP Blue
03.02

Caltex Delo brand color Color system used in lieu of brand colors PANTONE Alternative
(Spot ink colors) Delo Blue or PANTONE 300 C
Four-color process
C% 100 100 0 0 0 M% 43 0 100 0 0 0 15 0 0 100 Y% 0 10 90 0 0 78 94 0 78 90 K% 0 70 0 100 0 0 0 18 0 0
Hexadecimal
(HTML colors) 095BA6 004D64 FD000D 000000 FFFFFF A0D21C F2CC07 C8C8CA 469FDF BD2925
Color Specications
The Caltex Delo brand colors can be reproduced in a variety of ways. When printing, spot inks provide the most consistent match to our brand colors and their use in strongly recommended. We specify spot ink alternatives to our brand colors with PANTONE colors, the standards for which are shown in the current edition of the PANTONE formula guide. No matter how you are reproducing color, you should try to provide the best possible match to the alternative PANTONE color. Four-color process (CMYK) printing can also be used. The appropriate percentages of the four process inks are shown here. When specifying colors on the Web, you may need a hexadecimal alternative of our brand colors. The appropriate codes are shown in the table.
Caltex Deep Ocean Green or PANTONE 3035 C Caltex Red Black White Delo 400 Green Delo Gold/Sports Delo Silver Delo SHP Blue Delo CXJ Red or PANTONE 375 C or PANTONE 116 C or PANTONE Cool Gray 3 C or PANTONE 299 C or PANTONE 485 C or PANTONE 485 C
41 0 0 41 0
The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.
03.03

100%
Brand Identity Brand System Positive and Reverse Contrast Considerations

Shown on the left is a percentage diagram that shows positive and reverse signature usages. Use the positive signature on background colors that range from 0% to 40%. When the range is from 40% to 60%, either the positive or reverse signature can be used. Please make every effort to make the signature stand out clearly. Use the reverse signature on background colors that range from 60% to 100%. If you need to use another background color that is not listed in the primary and secondary color palettes (see pages 03.01 and 03.02) please obtain approval rst from your Regional Brand & Marketing Manager.
80%
Reverse wordmark on a dark background 60% 40% Positive wordmark on a 50% background Reverse wordmark on a 50% background 20% 0% Positive wordmark on a light background
03.04
Univers Condensed Light
Primary Typography
The Univers Condensed font family is the approved brand typeface for the Delo brand. Shown here are Univers Condensed Light, Regular and Bold. Univers Condensed Light and Bold are used for some product extension identier. Univers Condensed Regular and Bold are used on labels and similar applications. You must use the approved artwork les rather than typesetting them yourself.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890(-=+_*&^%$#@!,./?)
Univers Condensed Regular
1234567890(-=+_*&^%$#@!,./?)
Univers Condensed Bold
1234567890(-=+_*&^%$#@!,./?)
03.05
Transit Normal Transit Italic Transit Bold Transit Bold Italic Minion Minion Italic Minion Bold Minion Bold Italic
Secondary Typography
The Transit and Minion font families are the approved secondary brand typefaces for the Delo brand. Roman and italic styles, as well as regular and bold weights, in both fonts are approved. Use these secondary typefaces for non-packaging applications, such as print advertising and marketing materials.
03.06
Incorrect Signature Usage

The integrity of the Delo brand and all its products depends on maintaining the standards in these guidelines.
Do not distort any brand signature. Do not outline any part of a signature. Treat each signature as a unit; do not resize components separately.
Shown here are examples of incorrect usage. Mistakes can be avoided by always using approved artwork les and leaving them intact and unaltered, as well as by familiarizing yourself thoroughly with the contents of these guidelines. In case of doubt regarding proper usage, please contact your Regional Brand & Marketing Manager.
Do not violate rules on clear space and size relationships between elements.
Do not change colors of elements from the approved ones.
Do not place busy graphic elements behind the signature.
Do not violate rules on minimum space between endorsement elements.
Do not isolate signature components.
Make sure there is enough contrast between the wordmark and the color background.
03.07
Sizing of Brand Elements

z
It is important to maintain a clear relationship between the Delo wordmark and endorsements. Be sure to size the elements as shown here, and be extremely careful to maintain the minimum distance between them that is described below. Where the height of D in the Delo wordmark is z (.347/8.81mm minimum), the height of the Caltex brand endorsement should also be z. The height of the corporate endorsement should be .15z. It is also critical that elements be separated from each other by a minimum distance. The minimum distance between the Delo wordmark and the Caltex brand endorsement is 3z (see product label example on page 03.09). The minimum distance between the brand endorsement and the corporate endorsement is 1.25z when arranged horizontally or .65z when stacked vertically.
Delo wordmark (Minimum height = .347"/8.81mm)
Brand endorsement
.15z
Corporate endorsement
03.08
z 3z min. z .15z .65z min. 3z min. z 1.25z min.
Placement of Brand Elements

Shown here are typical approved placements of brand and endorsement elements on labels and collateral. In the product label example, the Delo wordmark appears near the top, and that the brand and corporate endorsements are restricted to the bottom third of the label. With both a front and back product label exist, the corporate endorsement should appear on the back label. In the brochure example, the Delo wordmark appears in the upper left, aligned horizontally with the brand endorsement, at the upper right. The corporate endorsement at the bottom right, is vertically aligned to the brand endorsement. In applications such as billboards (not shown), it may be desirable for the Delo wordmark to appear much larger than is dictated by the size relationships on page 03.08. In these cases, it is permissible for the wordmark to appear once at the larger size, and then to be repeated at a smaller size that maintains the usual size relationship with the brand and corporate endorsements.
Sample collateral
.15z
33%
Front
Back
Sample product label
03.09
Applications Product Brand Extensions
Product Brand Signatures

Various Delo products are represented here by their individual product brand signatures. Note that the grade descriptor (in this case Multigrade) included in the signatures is a variable element. Note that the height of the product extension identier in all cases is the same as the height of D in Delo. Artwork is available in approved form for all necessary product brand signatures. You must not attempt to re-create the les yourself. Please ensure that you always use the most current version of the artwork rather than any outdated les you may have available.
04.01

Product extension identifier
Product Brand Signature Components

The Delo Gold product brand signature is shown here as an example of the components of all Delo product brand extensions signatures. The product extension identier is the part that differs between products. The grade descriptor is an optional element used where appropriate and approved. Finished artwork les are available for all variations. They should be used as is and not modied.
Grade descriptor (optional) Product brand signature on a dark background
.25z
Size and spacing relationships between signature elements are illustrated so that you can check your artwork for accuracy. If there are any problems, please obtain new approved artwork. Do not attempt to adjust any artwork yourself.
z .18z .5z
Product brand signature on a light background
04.02

.5z .5z
Clear Space
.5z
It is just as important to maintain an area of clear space around product brand signatures as it is around brand signatures. Clear space is an area that is kept free of any other text, graphic elements or other visual distractions. Ensure that a clear space of .5z is maintained around the product brand signature, where z is the height of D in the product brand signature. More than this is always acceptable. Also remember to leave at least this distance between the product brand signature and the edge of the page or label where it appears.
.5z
.5z
.5z
.5z
.5z
04.03
Full-Color Product Brand Signature

The preferred product brand signature for labels, packaging and all uses is always a full-color version, positive or reverse, like the Delo Gold example shown. When printing in full-color, the reverse product brand signature appears on a Delo Blue background. The Delo wordmark and the grade descriptor are white and the product extension identier is in Delo Gold.
Full-color product brand signature on a dark background
The positive full-color product brand signature appears on a white background. The Delo wordmark and the grade descriptor are in Delo Blue and the product extension identier is in Delo Gold.
Full-color product brand signature on a light background
04.04
One-Color Product Brand Signature

When printing in only one-color, the Delo reverse product brand signature appears in white. The positive one-color product brand signature appears in black on a white background. Please make every effort to use Delo Blue or black ink in one-color printing. If you need to use another color, please obtain approval rst from your Regional Brand & Marketing Manager.
One-color product brand signature on a dark background
See page 03.04 for positive and reserve contrast considerations.
One-color product brand signature on a light background
04.05
Applications Collateral
Applications Collateral
Collateral Usage
In all collateral, it is important to ensure that the Delo wordmark and the brand and corporate endorsements are placed prominently. All standards in these guidelines regarding proper usage including clear space, minimum sizes and distances, and color usage must be strictly followed. Similar documents (e.g. a series of brochures or advertisements) should be systematized to achieve consistent placement of all brand elements. This can add instant visual recognition that reinforces the power of the brand. When brand signatures appear on photographic backgrounds, please ensure that the area within the signatures clear space is free of visual distractions and provides sufcient contrast for the signature to stand out clearly.
Sample collateral layouts
05.01
Applications Trademarks
Trademarks and Copyright Usage

It is absolutely essential to protect the value of our brands by ensuring proper usage of trademarks and copyrights in every publication and on every product we produce. The Brand Caf and various brand managers (see Resources, page 00.02) can help you in this regard. Make sure to check the trademark/registered trademark status of any of our brands or other trademarks being referred to in your collateral materials. The symbol for registered trademark () or a trademark (), as appropriate, must appear with the rst usage of any trademarked term in body copy. A copyright line is required in every publication featuring a ChevronTexaco brand. This line consists of a copyright symbol, the year the document is to be published, your legal entity, city and state, and All rights reserved. Example: 2004 ChevronTexaco Products Company San Ramon, California. All rights reserved. In all brochures, newsletters, advertisements, etc. promoting several brands at once, you must add the appropriate text to the legal copy block attributing ownership of the trademarks used. Example: Havoline, Delo and Ursa are registered trademarks of ChevronTexaco Corporation or one of its subsidiaries.
06.01
API, ILSAC and JASO Seals

Usage of API, ILSAC and JASO seals is extremely important where appropriate and approved. It is your responsibility to ensure that before any packaging is produced, the appropriate seals for your product are included and that they meet the relevant technical requirements. Please note that traceability codes may be required even if none of the above seals are appropriate for inclusion on the product label.
Sample API seal
Sample ILSAC seal
D065CSL452
DH-1
Sample JASO seal
06.02
Premium Seal Usage

The premium seal has been designed to promote both the globalization of the Delo brand and the premium products themselves. The seal should be used on retail packaging and cartons, brochures, sales literature, product data sheets and advertisements. Prefer to 06.04 for premium seal color effects. The PREMIUM PERFORMANCE PROTECTION SEAL is a trademark of ChevronTexaco Corporation or one of its subsidiaries.
Premium seal
06.03
Premium Seal Color Effects

There are three color effects of the premium seal: Delo 400 Multigrade and Delo CXJ use the version of the seal that has no color effect applied. Delo Silver products and collateral use the Delo Silver-colored version of the seal. Delo Gold products and collateral use the Delo Gold-colored version. See page 06.03 for important details on seal usage. See pages 03.01 and 03.02 for color standards.
Basic premium seal: Use only for Delo 400 Multigrade and Delo CXJ
Gold premium seal: Use only for Delo Gold
Silver premium seal: Use only for Delo Silver
06.04
Applications Packaging
Print Considerations for Packaging

The Delo packaging les contained in this manual have been developed to be produced using only the colors of the primary and secondary color palettes shown on pages 03.01 and 03.02. Spot ink colors are preferred over four-color process (CMYK) printing. Printing Specications The preferred printing process for Delo labels is offset lithography, although local conditions around the world may sometimes make it necessary to use other processes. Files have been built and approved for use with 150 line-per-inch screen value or higher. Lower line screens may be acceptable, depending on the printing process. Prior approval is needed before proceeding to press. Approvals Prior to printing, you must review your printer proofs with your Regional Brand & Marketing Manager who will approve the artwork and will be able to answer any questions you may have. Localization Both front and back labels and carton art les may be localized with address, warnings, etc. Do not change the order or emphasis in the label hierarchy without permission from your Regional Brand & Marketing Manager. Designated areas are provided to insert locally required elements on labels and cartons.
07.01
Product Brand Signature Color Usage

Preferred Product Brand Signature The full-color version of the Delo product brand signature, like the example shown on top, is the preferred version for use on any packaging. The preferred usage is on a Delo Blue background. One-Color Product Brand Signature When printing with only one color of ink, as is sometimes necessary, it is not possible to reproduce a signature such as the one on top. The bottom examples are one-color product brand signatures that have been adapted for use in these circumstances.
Preferred product brand signature for packaging
Product brand signatures for use in one-color printing
07.02
Applications Packaging Product Brand Endorsement Color Usage

Preferred Brand Endorsement The full-color version of the Caltex brand endorsement, shown on top, is the preferred version for use on any packaging. The preferred usage is on a Delo Blue background. One-Color Brand Endorsement When printing with only one color of ink as is sometimes necessary, it is not possible to reproduce as the one on top. The bottom examples are one-color product brand endorsement.
Preferred product brand endorsement for packaging
Product brand endorsements for use in one-color printing
07.03
Applications Packaging Product Corporate Endorsement Color Usage

Preferred Corporate Endorsement The corporate endorsement appears in one-color only. The preferred version for use on any packaging is the reverse endorsement on a Delo Blue background, shown on top. If it is not possible to reproduce the reverse endorsement, a positive version, shown at below, is acceptable.
Preferred product corporate endorsement for packaging
Product corporate endorsements for use in one-color printing
07.04
Plastic Packs
In these sample product packs, notice that the product brand signature appears prominently at the top of the label. The Caltex brand endorsement appears in the bottom third of the label. The corporate endorsement appears on the back label of these products. Clear space guidelines on pages 01.02, 02.03 and 02.04 are respected, as well as the sizerelationship guidelines described on page 03.08.
Sample 5-liter plastic pack
Sample 1-liter plastic pack
07.05
Product Labels
The product brand signature appears prominently at the top of the sample front and back product labels shown here. The Caltex brand endorsement appears in the bottom third of both labels. The corporate endorsement appears only on the back label, near the bottom with the brand endorsement. Clear space guidelines on pages 01.02, 02.03 and 02.04 are respected, as well as the sizerelationship guidelines described on page 03.08. Temporary promotions should not be included on the label. Rather, they should appear on pack neck tags or point-of-purchase materials. Labels should be made from durable UV-protected and anti-scuff material.
Front
Back
Sample product label
07.06
Cartons
This sample shows a typical product carton printed in two-colors. The ring of protection graphic varies in color depending on the product.
Sample 6 x 4-liter product carton
07.07
Drum Labels
Shown here are samples illustrating various considerations regarding the branding of drum labels. As always, clear space guidelines on pages 01.02, 02.03 and 02.04 are respected, as well as the sizerelationship guidelines described on page 03.08. Shown here is a sample label and its placements on a drum.
Sample plastic pail and drum label
Label placements
07.08
Plastic Pails
Blue pails should be used throughout the Delo product range and are not limited to Delo 400 Multigrade. The Delo wordmark appears at the top left of the sample label shown here, with the brand endorsement at right and the corporate endorsement at bottom. Clear space guidelines on pages 01.02, 02.03 and 02.04 are respected, as well as the sizerelationship guidelines described on page 03.08. Labels should be made from durable UV-protected and anti-scuff material. For consistency and drum-lling efciency, print labels should be used instead of silkscreen or stencil labels.
18-liter plastic pail
Sample label for plastic pail
07.09
Applications Merchandising and Promotional
Promotional Merchandise
Shown here are samples of promotional merchandise. You may substitute the product brand signature with the Delo wordmark pictured here. Embroidery is the preferred method of reproduction rather than silkscreening. The background is white or Caltex Deep Ocean Green, and there can be accents in the primary and secondary color palettes. (see pages 03.01 and 03.02)
T-shirt Jacket
Note the use of the alternate brand endorsement on the t-shirt and umbrella. The corporate endorsement is not required on promotional merchandise.
Cap
08.01.1
Promotional Merchandise (cont.)

Shown here are more samples of promotional merchandise. You may substitute the product brand signature with the Delo wordmark pictured here. Note the use of the alternate brand endorsement on the pen.
Pen
The corporate endorsement is not required on promotional merchandise.
Golf ball
Mug
08.01.2

CIS CaltexDeloIdentityGuide

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Caltex Delo Global Brand Identity Standards

Caltex Delo Global Brand Identity Standards

Caltex Delo Global Brand Identity Standards

Caltex Delo Global Brand Identity Standards

Caltex Delo Global Brand Identity Standards

Preface Table of Contents

Caltex Delo Global Brand Identity Standards

Brand Identity Brand Signature

Caltex Delo Global Brand Identity Standards

Brand Identity Brand Signature

Delo wordmark on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Brand Signature

Caltex Delo Global Brand Identity Standards

Brand Identity Brand Signature

One-Color Wordmark Usage

One-color positive wordmark on an intermediate background

One-color reverse wordmark on an intermediate background

One-color positive wordmark on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

Caltex brand endorsement on a dark background

Caltex brand endorsement on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

Corporate endorsement on a dark background

Corporate endorsement on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

Brand Endorsement Clear Space

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

Corporate Endorsement Clear Space

1.5A 1.5A A 1.5A

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

One-Color Brand Endorsement Usage

One-color positive brand endorsement on an intermediate background

One-color reverse brand endorsement on an intermediate background

One-color positive brand endorsement on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements One-Color Corporate Endorsement Usage

One-color positive corporate endorsement on an intermediate background

One-color reverse corporate endorsement on an intermediate background

One-color positive corporate endorsement on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements

Alternate Brand Endorsement

Alternate brand endorsement on a light background

Caltex Delo Global Brand Identity Standards

Brand Identity Endorsements Alternate Brand Endorsement Clear Space

Caltex Delo Global Brand Identity Standards

Brand Identity Brand System

Caltex Delo Global Brand Identity Standards

Brand Identity Brand System

Primary Color Palette

Caltex Deep Ocean Green (Caltex brand endorsement only)

Caltex Red (Caltex brand endorsement only)

Caltex Delo Global Brand Identity Standards

Brand Identity Brand System