Branding Guidelines
2014
Table of Contents
LOGO
Logo
Variations
Usage
003
ELEMENTS
Color
Typography
Imagery
010
Logo
OUR NAMESAKE
Chaparral was named after the fleet-footed Chaparral bird. Commonly known as the
roadrunner, the Chaparral is one of the few avian species capable of living in unforgiving
desert climates. With a combination of speed, agility and highly developed survival
instincts, the Chaparral is particularly equipped to thrive in the wild.
Like our namesake, Chaparral has thrived in the competitive and unforgiving oil and gas
industry, while constantly exploring new opportunities for growth. The Chaparral never
stands still, and neither do we.
Logo
CORPORATE LOGOS
Our logo is our signature and is the first visual contact a person has with Chaparral.
Words and images come together to create a recognizable face for our brand. As our
corporate trademark, the Chaparral logo is our signature and distinguishes us from all of
the other companies. It is the single most valuable symbol of the company. Consistent use
of our logo is an essential part of our larger business strategy and key to legally protecting
our trademark. The Chaparral logo should appear consistently and prominently at least
once on all external products and materials that are directly tied to our business.
Our logo standards are carefully assembled to assist you when applying the Chaparral logo.
Intended to cover a range of primarily print applications, these identity standards will be
most successful when they are carefully reviewed and precisely applied. These standards offer
the nuts and bolts of how our logo is to be displayed graphically, as well as provide a sense
of the intent behind the instructions. Our aim is for you to gain a basic understanding and
appreciation of these principles. Taking the time to review these standards, and then using
them properly and consistently, effectively communicates our logo.
If you have any questions about logo usage or company communications, you should contact
Brandi Wessel, Manager – Corporate Communications, at 405-426-6657 or brandi.wessel@
chaparralenergy.com.
ICON: BI R D
WOR DM A R K: C H A PA R R AL ENERGY
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Logo
COLORS
Chaparral’s core colors, brick and ash, create the strongest, most powerful visual
representation of our brand. These colors should never be altered or substituted without
approval from the Corporate Communications team.
Every attempt should be made to use the preferred full-color version of the Chaparral logo
below.
BRICK
CMYK 50.100.100.25 PMS 505 RGB 122.36.38
ASH
CMYK 0.0.0.70 PMS 424 RGB 109.110.113
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Logo
ALTERNATE VERSIONS
Because we recognize that the full-color version is not always optimal or appropriate due
to cost considerations or reproduction limitations, we have created acceptable positive and
reverse, two- and one-color versions of our logo.
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Logo
CLEAR SPACE
Clear space is the area surrounding the signature that must always be free of any text or
graphic elements. It ensures that the logo distinctively stands alone in any environment.
It is measured by the height of the bird in our wordmark as shown below. The minimum
clear space must always be equal to the size of the bird on all sides of the logo. Whenever
possible, the amount of clear space should be at least slightly greater.
MINIMUM SIZE
A minimum size has been established for the Chaparral logo. This is the smallest size at
which the signature may be reproduced on any application. The signature should never
appear smaller than one inch wide. When reproducing the Chaparral logo, remember that
legibility should always be the top priority.
1. 5”
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Logo
BACKGROUND USAGE
When placing the logo within an application, optimal legibility should always be your
first priority.
Wherever possible, use the two-color preferred logo. When background activity or contrast
prohibits use of the preferred logo, choose a logo version from the family of logos that will
maintain brand integrity.
CORRECT
INCORRECT
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Logo
INCORRECT USAGE
Consistent and proper use of all logo components is essential to maintain the integrity of
the Chaparral logo. Avoid any alterations to the logo components, including changes to
color, size or placement that are not specifically defined as correct use variations.
The examples below show incorrect uses and alterations of our logo.
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Elements
ELEMENTS
The Chaparral bird located within the “C” of the Chaparral name is an illustrated version
of our company’s namesake. Commonly known as a roadrunner, the bird’s speed, agility
and adaptability are the very characteristics that have allowed Chaparral to thrive in the
ever-changing oil and gas industry. Never satisfied with standing still, we, just like the
Chaparral, are constantly evolving and exploring new opportunities for growth.
Our logo is a specific combination of the specially drawn logotype and includes Chaparral
Energy and the “bird.” Each component is a critical piece of the logo and must stay in the
proper relationship to each other. Our logo should be treated as a unique and whole piece
of artwork. Removing or altering any component dilutes the integrity of the logo and
diminishes the strength of the brand communication. Under no circumstances are these
elements to be altered beyond the variations defined in these standards, this includes
using the “bird” as a standalone branding element.
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Elements
COMPLIMENTARY COLOR USAGE
At times it may be appropriate or necessary to use additional colors within specific
messaging items or presentations. These colors should complement Chaparral’s brick and
ash and not overpower or distract from the company’s brand.
BRICK
CMYK 50.100.100.25 PMS 505 RGB 122.36.38
ASH
CMYK 0.0.0.70 PMS 424 RGB 109.110.113
GOLD
CMYK 0.31.100.0 PMS 7549 RGB 255.183.0
SAGE
CMYK 47.32.70.7 PMS 5773 RGB 139.144.100
WATER
CMYK 80.12.1.0 PMS 2995 RGB 0.168.225
ALTERNATE COLOR
Cardinal red is mainly to be used as a highlight in combination with Chaparral brick. It is
to be used sparingly.
CARDINAL
CMYK 5.98.100.0 PMS 485 RGB 226.35.26
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Elements
COLOR USAGE
The colors can also be used in various transparency levels as demonstrated below.
100%
100%
100%
100%
100%
100%
BRICK
75%
50%
GOLD
75%
50%
SAGE
75%
50%
WATER
75%
75%
ASH
25%
25%
50%
25%
50%
25%
CARDINAL
75%
25%
50%
25%
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Elements
TYPOGRAPHY
The preferred corporate font family is Adobe Garamond Pro and Times. If these families
of fonts are unavailable, they can be replaced by substitute fonts that have the same
or similar visual appearance. The approved primary and alternate corporate typefaces
are shown below. Try to create contrast in the document by using a sans-serif font for
headlines and a serif font or lighter weight font for the body text. For Microsoft PowerPoint
or PC-only applications, it is acceptable to substitute Helvetica Neue for Adobe Garamond
Pro.
PR I M A RY BR A ND FON T
PR I M A RY DIGITA L FON T
A D OBE G A R A MON D PRO
T I M E S R E GU L A R
A B C DE F G H I J K L M NOP QR S T U V W X Y Z
a b c de f g h ijk l m nop qr s t uv w x y z
0123 456789
A D O B E G A R A M O N D PRO B O L D
A B C DE F G H I J K L M N O P QR S T U V W X Y Z
a b c d e f g h ijk l m nop qr s t u v w x y z
012 3 45 6789
A D O B E G A R A MO N D P R O I TA L IC
A BC DE FGH I J K L M NOP QRST U V W X Y Z
ab c defg h ijk l m nop qr st uv w xyz
0123456789
T I M E S BOL D
A BCDE FGH I J K LM NOP QR ST U V W X YZ
ab cdefg h ijk l m nopqr st uv w x yz
01 2 3 4 5 678 9
T IM E S I TA L I C
A B C DE F G H I J K L M N O P Q R ST U V W X Y Z
a b cd e f ghijk l m n opqr st u v w x y z
012 3 456789
A B CDE FG H IJK L M NOPQR S T U V W X Y Z
a b c d efgh ij k l m n op q rs t u v wx yz
012345678 9
SECONDARY BRAND FONT
ALTERNATE BRAND/DIGITAL FONT
PALAT I NO R EGU LA R
A RI A L R EG U L A R
PA L AT I NO BOLD
A R I A L BO LD
PA L AT I NO I TA L IC
A R I A L ITA L I C
ABC DEFGH I J K LM NOPQR ST U V W X YZ
abcdefg h ijk l m nopqr st uv w x yz
0123 456789
A BC D EFG H IJ K LM N O P Q RST U V W X Y Z
ab c defghijk lmno p qr stuv w x y z
0123 4 5 678 9
ABC DE FGH I J K L M NOPQR ST U V W X Y Z
abcde fg h ijk l m nopqr st uv w x y z
0 1 2 3 4 5 67 8 9
A BCD E FG H I J K LM N O PQ RST U V W X Y Z
abcdefghijklmnopqrstuv w xyz
0123 4 5 678 9
A B CDEFGH I J K L M NOPQR ST U V W X YZ
abcd e fghijk lmno pqrst uv wx yz
012 3 4 5678 9
A B C D EFG H IJ K L M N O P Q RST U V W X Y Z
ab c defg hi j k l mno p qr s tuv w x y z
0123 4 5 678 9
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Elements
IMAGERY
The images that accompany our logo and branding materials are vital to accurately
communicating our brand and company messages. Images should be pertinent to the topic
and our business, and should be as realistic as reasonably possible.
14
Elements
Overly-staged, Photoshopped or enhanced images are not appropriate. Likewise, landscapes
unrelated to the topic or areas where we operate, objects from other industries and dramatically unrealistic imagery are not acceptable.
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Best Use
EMAIL SIGNATURES
All employees should use the approved company signature template below when sending
communications from their Chaparral email account. Signatures should not include
multiple colored or large-size fonts, quotations, clip art or any image other than the
Chaparral logo.
Your signature should only include your name, title, email, phone number(s) and the
company web address. You may, however, choose to include or not include the company
logo as shown below.
JOHN SMITH
SUPERVISOR
john.smith@chaparralenergy.com
Office: 405-478-8770
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Contact
CONTACT
If you have any questions concerning these guidelines or items related to branding,
please contact Brandi Wessel, Manager – Corporate Communications,
at 405-426-6657 or brandi.wessel@chaparralenergy.com.
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