Ursa global Brand Identity Standards_san Ramon_may 08

Global Brand Identity Standards

May 2008

Corporate endorsement lineon light background

Corporate endorsement lineon dark background


May 2008

Table of Contents

Preface i Introduction ii Resources

Brand Identity System

1. Brand Signature Elements 1.01 UrsaWordmark 1.02 ClearSpace 1.03 One-ColorWordmarkUsage2. Endorsements 2.01 MasterBrandEndorsement 2.02 MasterBrandEndorsement

ClearSpace 2.03 One-ColorBrandEndorsement

Usage 2.04 CorporateEndorsementLine 2.05 CorporateEndorsementLine

ClearSpace 2.06 One-ColorCorporateEndorsement LineUsage

3. Color, Type, Size and Use 3.01 UrsaPrimaryColorPalette 3.02 ColorSpecifications 3.03 PositiveandReverseContrast Considerations 3.04 PrimaryTypography 3.06 SecondaryTypography 3.07 IncorrectSignatureUsage 3.08 SizingandRelationshipof BrandSignatureElements 3.09 LimitedSpaceApplication 3.10 Trademark,CopyrightUsageand

LegalApprovals

Applications4. Promotional Merchandise 4.01 PromotionalMerchandise 4.02 Checklist

PrefaceTableofContents



PrefaceIntroductionGlobal Brand Identity Standards

May 2008

Introduction

Strong and consistent Global Brand Identity is one of a companys most valuable assets. A successful brand has its own history, integrity, personality, recognition, reputation and value in the consumers or customers mind. The benefit of a strong brand is that it enables advertising and other communication vehicles to be consistent on a global basis. This provides consumers anywhere in the world with instantly recognizable products and services that they can trust and understand. Consumers and customers bring their beliefs and understanding about brands wherever they travel, work or live.

Chevron holds three strong master brands within its portfolio. Master brands are recognizable and have the strength to stand on their own or to endorse product brands. Chevron Corporations master brands include: Chevron, Texaco and Caltex. These master brands have their individual strengths and history in todays marketplace and serve as the organizations strategic pillars. To be consistent with our brand treatment globally, the lockup of the Chevron, master brand and Ursa wordmark must be avoided.

Product and/or service brands are the brand names applied to products or services such as Ursa Synthetic Blend Motor Oil. This usually includes the originating product and its product extensions such as Ursa Super Plus. Generally, the product brand is a recognized and established brand that has heritage and measurable market recognition (such is the case with Ursa).

Treatment of master and product brands requires consistency in order to maintain and increase the value of our brand portfolio. Awareness and appeal are the key drivers behind the value of any brand. Brand standards serve a fundamental role in ensuring that a brand is consistently represented across different touch points and media.

The Ursa brand recognition and overall global brand strength allows its identity to be unlocked from the master brand. The master brand must be present, but its role is less of an ownership role and more of a supporting role or endorsement. To be consistent with our brand treatment globally, the lock up of the Texaco and Ursa wordmarks must be avoided.

The Ursa Global Brand Identity Standards in this manual were developed to communicate the latest branding elements. Use these standards to ensure that the Ursa brand is consistently represented, reinforcing the brand to both customers and consumers (end users) globally. Individual countries may have requirements with respect to incorporating two or more languages, local laws and specifications. The standards account for flexibility to accommodate these local requirements.

The Ursa Global Brand Identity Standards provide the correct use for spacing, minimum size, proper placement, color, clear space and typography for the brand and the corporate endorsement line. These standards must be strictly enforced.

Samples are used to demonstrate the respective standard. For questions about a standard or an application not shown, contact the Chevron Global Lubricants Brand Specialist for feedback or direction on your particular application.

Brand tools are available on Brand Caf at:http://www.brand-cafe.com

Chevron corporate brand standards are available at the Chevron Brand & Advertising Center: http://www.chevronbrand.com


May 2008

Resources

PrefaceResources

Resources are available to answer any questions about correct brand usage.

Brand CafThe Brand Caf Web site is a Global Lubricants Web site designed to hold all branding information materials, approved logos, artwork, tools, etc.

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 standards to mitigate risk and

comply with advertising laws Global trademark registration and renewal services to

ensure 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 this secure Web site, please contact your regional marketing office or the Global Lubricants Brand Specialist to request registration.

Chevron Brand & Advertising CenterThe Chevron Brand & Advertising Center site contains the corporate brand standards. Information, tools and resources are available on the site to assist you in applying the corporate brand.

Chevron Brand & Advertising Center can be accessed at: www.chevronbrand.com

Global Lubricants Brand SpecialistSandy [email protected]: 925-790-6908

1.01

Brand Identity SystemBrandSignatureElementsGlobal Brand Identity Standards

May 2008

1

LijXnfi[dXibfec`^_kYXZb^ifle[

LijXnfi[dXibfe[XibYXZb^ifle[

Ursa Wordmark

The Ursa brand signature consists of the specially designed wordmark shown here. Always use the approved artwork file rather than attempting to recreate the wordmark.

The Ursa wordmark should appear either on Ursa Midnight Blue or a white background. Other colors may be used, but must be within the Ursa color palette. On white or light-colored backgrounds, use the artwork with its fine black outline. On dark backgrounds, use the artwork with no outline. See the color palette on page 3.01.

The minimum size for the wordmark is .347/8.81mm, measuring the height of U. Ensuring that the wordmark always appears at this size or larger will keep it and the registered trademark () legible and visible.

A brand signature comprises the unique visual markings of a brand. It includes several elements such as the wordmark (Ursa), a or symbol, a product descriptor, other brand endorsements and endorsement lines. All of these elements are positioned and spaced in relationship to one another according to specific brand standards. Ensuring that the brand is consistently applied across all touch points and media provides a consistent experience for consumers and in turn plays a fundamental role in maximizing the brands strength.

1.02


May 2008

1

%,q

q

%,q

%,q

%,q

%,q

q

%,q

%,q

%,q Clear Space

The Ursa 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.

A clear space of .5z must be maintained around the wordmark, where z is the height of U 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.

The registered trademark symbol is ignored for the purposes of measuring clear space.

1.03


May 2008

1

I\m\ij\nfi[dXibfe[XibYXZbîfle[

I\m\ij\nfi[dXibfeèk\id\[`Xk\YXZbîfle[

Gfj`k`m\nfi[dXibfeèk\id\[`Xk\YXZbîfle[

Gfj`k`m\nfi[dXibfec`^_kYXZbîfle[

One-Color Wordmark Usage

The positive wordmark appears in black on a white or light background.

One-color versions of the Ursa wordmark do not have a black outline as the full-color versions do.The Ursa wordmark appears in white on a dark or intermediate background.

Make every effort to use black ink in one-color printing. If another color is needed, first obtain approval from the Global Lubricants Brand Specialist.

See page 3.03 for positive and reverse contrast considerations.

2.01

Brand Identity SystemEndorsementsGlobal Brand Identity Standards

May 2008

2

K\oXZfYiXe[\e[fij\d\ekfec`^_kYXZb^ifle[

K\oXZfYiXe[\e[fij\d\ekfe[XibYXZb^ifle[

Master Brand Endorsement

The Ursa wordmark must always be accompanied by a master brand endorsement and the corporate endorsement line, A Chevron company product.

The Ursa wordmark and master brand should not be locked up. Approved artwork must be used and is available at: http://www.brand-cafe.com

The Texaco master brand endorsement has two preferred usages: one is the brand endorsement on a white background; the other is the brand endorsement on a dark background.

The Texaco logo must be clearly visible and legible.

2.02


May 2008

2

%,p

p

%,p

%,p

%,p

Master Brand Endorsement Clear Space

The brand endorsement must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around it.


Ensure that the proper clear space is maintained around the brand endorsement, as shown here. More than this is always acceptable. Also remember to leave the specified clear space distance between the endorsement and the edge of the page or label where it appears.

2.03


May 2008

2

I\m\ij\YiXe[\e[fij\d\ekfeèk\id\[`Xk\YXZbîfle[

I\m\ij\YiXe[\e[fij\d\ekfe[XibYXZbîfle[

Gfj`k`m\YiXe[\e[fij\d\ekfec`^_kYXZbîfle[

One-Color Brand Endorsement Usage

The positive brand endorsement can appear only in black on a white background.

When printing in only one color, the reverse brand endorsement appears in white on an intermediate or a dark background.

Make every effort to use black ink in one-color printing. If another color is needed, first obtain approval from the Global Lubricants Brand Specialist.

See page 3.03 for positive and reverse contrast considerations.

2.04


May 2008

2



Corporate Endorsement Line

A Chevron company product This endorsement line is to be used in those instances when you are referring to one of our many product or service brands (Ursa, Xpress Lube, etc.), which will in turn be supported by the respective master brand.

The corporate endorsement line has two preferred usages: one is the reverse artwork, where the endorsement appears in white on a dark background; the other is positive artwork with the endorsement in black on a white background.

Approved artwork must be used and is available on Brand Caf at: http://www.brand-cafe.com

2.05


May 2008

2

O

O

O

OO

O

O

O

O

O

Corporate Endorsement Line Clear Space

The corporate endorsement line, like the master brand endorsement, must clearly stand out wherever it appears. One way to ensure this is by maintaining clear space around it.


A clear space of x must be maintained around the corporate endorsement, where x 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.

2.06


May 2008

2

I\m\ij\ZfigfiXk\\e[fij\d\ekfeèk\id\[`Xk\YXZbîfle[

Gfj`k`m\ZfigfiXk\\e[fij\d\ekfeèk\id\[`Xk\YXZbîfle[

I\m\ij\ZfigfiXk\\e[fij\d\ekfe[XibYXZbîfle[

Gfj`k`m\ZfigfiXk\\e[fij\d\ekfec`^_kYXZbîfle[

One-Color Corporate Endorsement Line Usage

The positive corporate endorsement line appears in black or blue on a white or light background.

For intermediate backgrounds, the positive corporate endorsement can be used if the contrast levels are acceptable (see page 3.03 for contrast considerations).

The reverse corporate endorsement appears white on dark backgrounds. For intermediate backgrounds, the reverse corporate endorsement can be used if the contrast levels are acceptable (see page 3.03 for contrast considerations).

3.01

Brand Identity SystemColor,TypeSizeandUseGlobal Brand Identity Standards

May 2008

3

Ursa Primary Color Palette

The Ursa primary color palette is an important part of the brand identity. This color palette comprises Ursa Gold, Ursa Midnight Blue, Ursa Gray, Texaco Red, black and white. If possible, all brand communications must use colors from this palette.

The specification for these colors depends on the way they are reproduced (full-color newspaper ad, Web page, product label, etc.) For complete color specifications in different color reproduction systems, see page 3.02.

UrsaGold

UrsaMidnightBlue

TexacoRed

(Texacobrandendorsementonly)

UrsaGray

Ursa Primary Colors

Black

White

3.02


May 2008

3

LijXYiXe[ZfcfijG8EKFE

3.03


May 2008

3

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 zero to 40 percent. When the range is from 40 to 60 percent, 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 percent.

If another background color not listed in the primary color palette (see pages 3.01) is needed, first obtain approval from the Global Lubricants Brand Specialist.

I\m\ij\nfi[dXibfe,'g\iZ\ekYXZbîfle[

Gfj`k`m\nfi[dXibfe,'g\iZ\ekYXZbîfle[

I\m\ij\nfi[dXibfe[XibYXZbîfle[

Gfj`k`m\nfi[dXibfec`^_kYXZbîfle['

)'

+'

-'

/'

(''

3.04


May 2008

3

Primary Typography

The Univers Condensed Bold font and the Helvetica font families are the approved brand typefaces for the Ursa brand and should be used for headlines, body copy and fine print for marketing materials and packaging.

Shown here are Univers Condensed Bold, Helvetica Light, Helvetica Bold and Helvetica Heavy.

Univers Condensed Bold is used for the product extension identifier (such as Premium TdX). Use the approved artwork files rather than typesetting them yourself.

More font families follow on the next page.

Univers Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890(-=+_*&^%$#@!,./?)

Helvetica Light


Helvetica Bold


Helvetica Heavy


3.05


May 2008

3

Primary Typography (cont.)

Shown here are more Helvetica fonts approved for the Ursa brand: Helvetica Condensed Black, Helvetica Expanded Light and Helvetica Expanded Bold.

Helvetica Condensed Black


Helvetica Expanded Light


Helvetica Expanded Bold


3.06


May 2008

3

Secondary Typography

The Transit and Minion font families are the approved secondary brand typefaces for the Ursa 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.

Transit NormalTransit ItalicTransit BoldTransit Bold Italic

MinionMinion ItalicMinion BoldMinion Bold Italic

3.07


May 2008

3

;fefkm`fcXk\k_\ilc\jfek_\dè`dldjgXZ\Y\kn\\e\e[fij\d\ek\c\d\ekj%

Efcfe^\ièZfdgc`XeZ\lj\k_\K\oXZfJkXi %

;fefkcfZblgk_\nfi[dXibXe[dXjk\iYiXe[%

I\jg\ZkZc\XijgXZ\%

;fefkZ_Xe^\Zfcfijf]YiXe[\c\d\ekj]ifdk_\Xggifm\[fe\j%

;fefkgcXZ\YljpîXg_`Z\c\d\ekjY\_è[k_\j`êXkli\%

;fefk[`jkfikXepYiXe[j`êXkli\%

;fefkflkcè\XepgXikf]Xj`êXkli\%

Ki\Xk\XZ_j`êXkli\XjXle`k2[fefki\j`q\Zfdgfe\ekj

j\gXiXk\cp%

I\jg\Zkk_\dè`dldj`q\%;fefki\[lZ\Xiknfib

jdXcc\ik_Xe%*+.%

Incorrect Signature Usage

The integrity of the Ursa brand and all its products depends on maintaining the standards.

Shown here are examples of incorrect usage. Mistakes can be avoided by always using approved artwork files and leaving them intact and unaltered, as well as by familiarizing yourself thoroughly with the contents of these standards.

For further information regarding proper usage, contact the Global Lubricants Brand Specialist.

3.08


May 2008

3

q

%(,q

LijXnfi[dXibD`e`dld_\`^_k4%*+.&/%/(dd

:figfiXk\\e[fij\d\ekc`e\

q

9iXe[\e[fij\d\ek

Sizing and Relationship of Brand Signature Elements

A brand signature comprises the unique visual markings of a brand. It includes several elements such as the wordmark (Ursa), a or symbol, a product descriptor, other brand endorsements and endorsement lines. All of these elements are positioned and spaced in relationship to one another according to specific brand standards. Ensuring that the brand is consistently applied across all touch points and media provides a consistent experience for consumers and in turn plays a fundamental role in maximizing the brands strength.

It is important to maintain a clear relationship between the Ursa wordmark and the endorsements. Be sure to size the elements as shown here, and be extremely careful to maintain the minimum distance between them. The minimum distance between the Ursa wordmark and the Texaco brand endorsement is 3z. The minimum distance between the brand endorsement and the corporate endorsement line is 1.25z when arranged horizontally or .65z when stacked vertically.

Where the height of U in the Ursa wordmark is z (.347/8.81mm minimum), the height of the Texaco brand endorsement should also be z. The height of the corporate endorsement line should be .15z.

3.09


May 2008

3

Limited Space Application

Use this application when the space or item does not allow the minimum space of 3z between the Ursa wordmark and the master brand requirements to be met. For this limited space application, it is allowable to use the master brand at .5z and the minimum space between the elements at .5z. This standard is restricted to limited space applications only and should not be used when there is sufficient space to meet the general standard for minimum space (3z).

When using the limited space application, .5z cannot be smaller than .347 (8.81mm). This is to ensure that the minimum size of the Texaco master brand is met, and that the master brand is always legible.

*q

q q

*q

Q

*q

*q

%,q

%,qn_\eq`jefjdXcc\ik_Xe%*+./%/(dd

3.10


May 2008

Like any strong global corporation, Chevron guards its trademarks to ensure that they are not misused externally or internally. All materials must be reviewed by the Global Lubricants Brand Specialist and legal counsel for claims and consistent trademark usage.

What is a trademark?

A trademark can be any word, symbol, letter, slogan, design, color combination, package feature or even sound that distinguishes our products and services from those of our competitors.

The notation generally means that the trademark owner believes they have the rights in the trademark (generally meaning they have conducted research on the availability of the mark and have started the registration process).

Once a word, name or symbol is trademarked, its use is restricted to the trademark owner and prohibits companies or persons from using that word, name or symbol unless specifically granted permission by the trademark owner (used with permission). The symbol is revised to when the official registration has been granted. As a global company, we need to determine what other business units and regions would or could sell this product. Each country and region has its own laws for the protection of trademarks.

Registration in one country does not mean Chevron is authorized to use the brand or is protected when the brand is used in another country.

When using a trademark, be sure to use the appropriate trademark legends.

Trademark legends can help educate the public about the proprietary trademark status of a term. For example: Ursa is a registered trademark of Chevron Intellectual Property LLC.

For more information on trademarks, how to use and request new trademarks, or to find out if a word, logo or mark has a trademark, contact the Global Lubricants Brand Specialist, or visit http://www.brand-cafe.com for a more detailed presentation on trademark usage.

All print ads, billboards, posters and other marketing materials require a copyright line and a legal legend. Each country is different. Please check with your countrys local Chevron counsel to determine whats correct in your area.

As an example, in the U.S. the copyright text reads:

2008 Chevron Products Company, San Ramon CA. All rights reserved. All trademarks are the property of Chevron Intellectual Property LLC.

Trademark, Copyright Usage and Legal Approvals

Brand Identity SystemTrademarks3

4.01


May 2008

4

Merchandising

UmbrellaCap

JacketT-shirt

ApplicationsPromotionalMerchandise

Promotional Merchandise

Shown here are samples of promotional merchandise. You may substitute the product brand signature with the Ursa wordmark pictured here.

Embroidery is the preferred method of reproduction rather than silkscreening.

The background is white, black or charcoal, and there can be accents in the primary color palette (see page 3.01).

The corporate endorsement is not required on promotional merchandise.

For practical guidelines including thread color, please refer to the standards in the Chevron Brand & Advertising Center at: http://www.chevronbrand.com.

4.02


May 2008

4

Checklist

q EnsurethattheUrsawordmarkisinthecorrectcolor

q DonotlockuptheUrsawordmarkandmasterbrand

q Usetheappropriatelegalnotations

q UsethecorrectcorporateendorsementAChevroncompanyproduct,withtheofficialartwork

q Useofficialartwork

q Usethemasterbrandontheappropriatebackground

q Featurecurrentproductpackaging

q Maintainsufficientclearspace

q Ensurethatthemasterbrandislegible

q FollowtheCGLAdvertisingComplianceProcess

ApplicationsChecklist

Ursa global Brand Identity Standards_san Ramon_may 08

Documents

Transcript of Ursa global Brand Identity Standards_san Ramon_may 08