Table of Contents Overview......................... 1 Brand Definition..................... 2 1st Source Brand Elements............. 3 12 1st Source Elite Brand Elements..........13 21 Font........................... 22 Imagery......................... 23 Copy Guidelines.................... 24 Copy Tone..................... 25 26 Applications.................... 27 31 Resources....................... 32
1st Source Brand Elements Incorrect Usage The integrity of the Chevron 1st Source Lubrication Marketer brand and the quality of its associated services depends on adherence to the logo standards. Shown here are examples of incorrect usage. Avoid mistakes by always using approved artwork files and keeping them intact and unaltered, and familiarize yourself thoroughly with the contents of these standards. Do not outline any part of a signature. Do not change colors of elements from the approved ones. Proud partner of Chevron products. Do not violate rules on minimum space between endorsement elements. Do not place busy graphic elements behind the signature. 10
1st Source Elite Brand Elements Color Palette The Chevron 1st Source Elite Lubrication Marketer brand colors correspond to those of the Chevron master brand. Specific PANTONE, four-color process and hexadecimal values appear below for your convenience. Only these exact colors should be used. Chevron 1st Source master brand colors Color system used in lieu of brand colors PANTONE Four-color process Hexadecimal for Web C M Y K Chevron Blue or PANTONE 2935 100 49 0 0 #0050AA Chevron Red or PANTONE 186 0 100 81 4 #FF000A White 0 0 0 0 #FFFFFF Cyan or PANTONE Process Cyan 100 0 0 0 #00FFFF Dark Gray or 60% Black 0 0 0 60 #808285 Chevron Blue Cyan Chevron Blue Chevron Red Dark Gray Dark Gray 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 colors. PANTONE is the property of Pantone Inc. 18
Imagery Aside from the logo, other images associated with the Chevron 1st Source Lubrication Marketer brand include the 1st Source Silhouettes and the 1st Source Texture, as shown below. The silhouettes represent the marketers as strong, capable and confident. 1st Source Silhouettes and 1st Source Texture (dark and light versions) 23
Applications Truck Graphics Chevron permits marketers to use the Chevron 1st Source Lubrication Marketer logo on marketer trucks. Please follow these guidelines: Marketer logo and name is positioned on cab doors. It does not share space with the Chevron 1st Source Lubrication Marketer logo or artwork. Approved advertising or product photos can be placed on the sides or back of the trailer. Always use approved artwork. Do not alter or distort artwork. Clear space for any logos must be observed. This includes clear space before the edge of the truck. Design must be approved using the standard pre-approval process on the POP site. 29