Chevron
Endorsement
Chevron Endorsement
Section 6
Chevron Endorsement
6.1
Introduction
6.2
Why Communicate Connections between Corporate
and Marketing Brands?
6.3
6.3A
6.3B
6.3C
6.3D
6.3E
Key Principles for Communicating Connections
Schematic by Audience Segment: Key Influentials
Schematic by Audience Segment: Community
Schematic by Audience Segment: Recruits
Schematic by Audience Segment: Employees
Schematic by Audience Segment: Downstream Business
to Business Customers
6.4
6.4A
6.4B
Chevron Human Energy Tagline
Usage
Usage Checklist
6.5
Collateral Applications
6.6
6.6A
6.6B
Clear Space and Minimum Size
Chevron Hallmark
Chevron Human Energy Tagline
Introduction
6.1
The Challenge
The current brand architecture strategy is based on two objectives:
• Build Chevron into a globally recognised and admired company
• Take advantage of the well-recognised Texaco and Caltex consumer marketing brands to maximise downstream sales
However, this asymmetrical architecture leaves an important gap in the middle part of the spectrum (employees,
community and key influentials), especially in overseas markets where Chevron has little or no downstream marketing
presence or history.
This gap has limited Chevron's ability to build its awareness, reputation, and advocacy with these important audiences.
The following guidelines show permissible variations. Please note, we never reproduce the Chevron and Caltex
logos together. Please check with Brand COF or Regional PCPA for guidance.
Objectives
Chevron's strategy is to leverage connections between the corporate (Chevron) and marketing (e.g. Caltex and Texaco)
brands to the greater benefit of the enterprise, with:
• Increased awareness, reputation and advocacy of the Chevron corporate brand among key influentials
• Increased brand awareness, strength and value for the Chevron corporate brand in regions where it's not
currently well known
• Increased ability to hire and retain employees, especially in legacy Texaco and Caltex markets
Audiences of Focus
The following audiences are the focal points for connections:
1. Key Influentials - anyone with a role in shaping public opinion or policy
(e.g., media, lawmakers, lobbyists, pundits, analysts)
2. Community - collective members of a local community; citizens who live and work in the areas in which we operate
3. Recruits - any potential employee of Chevron Corporation, including service station recruits
4. Employees - every member of the global Chevron team
5. Business to Business Customers - customers with whom we do business
(customers of Global Gas, Global Lubricants, etc.)
6. Retail or Lubricants Consumers - consumers who buy and use our products
Why Communicate Connections between Corporate
and Marketing Brands?
6.2
Connections can leverage both corporate and marketing brands to the greater benefit of the enterprise, increasing
the overall stature, brand equity and reputation.
Corporate brand
Corporate brand provides:
• Global stature
• Quality assurance
• Innovation capabilities
• World-class, integrated solutions
and technologies
• Human Energy positioning (not for
use by marketing brands)
• Financial resources
Connection benefit to the enterprise:
• Increased awareness and advocacy of the
Chevron brand among key influentials
• Increased brand awareness, strength and
value for the Chevron brand in regions
where it's not currently well known
• Increased ability to hire and retain employees,
especially in legacy Texaco and Caltex markets
Marketing brands
*CSRQ + 1 = Clean, Safe, Reliable, Quality + ‘Respectfully helpful’.
Marketing brand provides:
• Emotional connection
• Local and regional awareness,
heritage
• Global footprint
• CSRQ + 1 brand equity*
• "Proof point" to Chevron's
commitment to the market
• Improved financial performance
Key Principles for Communicating Connections
6.3
Communicating connections between the corporate and downstream marketing brands are based on the
following principles:
1. In specific market situations and with specific audiences, connections between the corporate and downstream
marketing brands can be communicated in order to increase the stature, brand equity and reputation of the enterprise.
2. Connections between the corporate and downstream marketing brands can be made if the potential benefit to
the enterprise outweighs or balances the potential risk to the enterprise.
3. Connections can be made in all market situations for which there are mid-to long-term intentions to maintain or
increase both the corporate and downstream marketing brands' awareness, reputation and advocacy. An exception
occurs in markets where a withdrawal of the downstream marketing brand is likely in the short term.
4. Any communication of connections between corporate and downstream marketing brands needs to be based on
a clear, approved communication hierarchy and key messages, depending on the specific audience being addressed,
understanding that in some cases, these audiences overlap.
Key Principles for Communicating Connections (cont’d)
6.3
When developing marketing materials or communications tools that show connections between the corporate
brand and the downstream marketing brands, please adhere to a few basic standards:
1. The marketing examples (called schematics) in these guidelines are to be followed only when a connection is
being made. If/when your marketing piece features only the corporate brand or only a downstream marketing
brand, and no connection between the two is made, continue to follow current branding standards.
2. Always consult the Human Energy decision-tool to determine whether your marketing piece should feature the
Human Energy tagline.
3. Always consult the Connections Messaging chart for correct wording for copy points for all marketing materials
which make a connection between the corporate and downstream marketing brands.
4. Never make a connection between corporate and downstream marketing brands by placing separate logo art
side-by-side. Approved alternative ways of illustrating connections are shown in the following schematics.
Connections between the corporate and marketing brands need to be based on a clear communication hierarchy,
depending on the primary audience being addressed.
How to decide which brand to use?
Connections between the corporate and marketing brands
need to be based on a clear communication hierarchy,
depending on the primary audience being addressed.
1) Primary Audience
Which is the intended
primary audience for your
communication initiative?
2) Corporate vs.
Marketing Brand
Which brand should you
use based on the
primary audience?
3) Connection
Do you wish to create a
connection between
corporate and marketing
brands?
5) How to develop the right
solution
Solution examples by audience
4) Communication Hierarchy
What is the resulting
communication hierarchy you
should use for your
communication initiative?
- Downstream Business
to Business Customers
Solution
Examples
Downstream
Business
to Business
Customers
Leads to correct
solution schematics
and key messaging
- Key Influentials
Solution
Examples
Key
Influentials
Leads to correct
solution schematics
and key messaging
- Community
Solution
Examples
Community
(Corp Brand
Dominant)
Leads to correct
solution schematics
and key messaging
- Recruits
- Employees
Solution
Examples
Recruits &
Employees
Leads to correct
solution schematics
and key messaging
- Lubricants Consumers
Solution
Examples
Lubricants
Consumers
Leads to correct
solution schematics
and key messaging
Solution
Examples
Service
Station
Recruits
Leads to correct
solution schematics
and key messaging
- Downstream Business
to Business Customers
Which is the intended
primary audience for your
initiative?
- Key Influentials
- Recruits
- Employees
- Community
Corporate
Brand
Is there a benefit to creating a
connection between corporate
and marketing brands?
No
- All Other Business
to Business Customers
- Lubricants Consumers
-Service Station Recruits
Legend:
- Retail Consumers
Downstream
Marketing
Brand
= Corporate Brand (Chevron Corporation)
= Downstream Marketing Brand (Caltex, Texaco, Chevron Retail)
How to decide which brand to use when communicating connections.
Yes
Corporate
Brand
Dominant
Corporate
Brand Only
Marketing
Brand
Dominant
Downstream
Marketing
Brand Only
- Service Station Recruits
Schematic by Audience Segment: Key Influentials
6.3A
1
2
Audience: Key Influentials
Communication Type: Letter
1. Always use the Corporate Letterhead template.*
2. Mention downstream marketing brand in the body copy if connection has been approved. (See Approval Process)
Always refer to Caltex or Texaco as downstream marketing brands owned/operated by Chevron - not as companies
or divisions.
*Note: Corporate Letterhead template does not include the Human Energy tagline.
Schematic by Audience Segment: Key Influentials (cont’d)
6.3A
1
2
3
Audience: Key Influentials
Communication Type: Corporate News Release
1. Always use the Corporate News Release template.*
2. Mention downstream marketing brand in the body copy if connection has been approved. (See Approval Process)
Always refer to Caltex or Texaco as downstream marketing brands owned/operated by Chevron - not as companies
or divisions.
3. Always include the approved Chevron boilerplate language at the end of any press release.
*Note: Corporate News Release template does not include the Human Energy tagline.
Schematic by Audience Segment: Key Influentials (cont’d)
6.3A
1
2
3
Audience: Key Influentials
Communication Type: PowerPoint presentation referencing downstream marketing brands
1. Always use the Chevron corporate PowerPoint template.
2. Use retail imagery of each of the Chevron downstream marketing brands in their respective branded environments,
such as the retail station photos shown. Do not use the downstream marketing brand logo art alone.
3. If the presentation is specific to a product brand (like our Retail Lubricants) and makes no reference to the corporate
or downstream marketing brand, then product brand imagery, including logo art may be used.
Schematic by Audience Segment: Community
6.3B
1
2
3
Audience: Community
Communication Type: Community News Release
1. Always use the Corporate News Release template.*
2. Mention downstream marketing brand only when connection has been approved to establish credibility in a
specific region (as in the name of the education centre referenced here). Always refer to Caltex or Texaco as
downstream marketing brands owned/operated by Chevron - not as companies or divisions.
3. Always include the approved Chevron boilerplate language at the end of any press release.
*Note: Corporate News Release template does not include the Human Energy tagline.
Schematic by Audience Segment: Community (cont’d)
6.3B
New Initiative
1
4
Existing Initiative
Existing Initiative (Updated)
4
2
3
4
Audience: Community
Communication Type: Event Banner
1. Communications* for new community initiatives must reflect the corporate visual standards, as seen here. New
initiative names should not include downstream marketing brand names.
2. Communications* for community initiatives that have historically used the downstream marketing brand name
(existing initiatives) may retain the retail brand logo and visual system.
3. Communications* for existing initiatives may be updated to reflect the corporate brand, as seen here. In these
cases, the initiative may retain its original name.
4. All community initiatives must include the descriptor "A Chevron Community Initiative".
*Note: Communications include all exhibits, banners, posters and brochures, etc.
Schematic by Audience Segment: Recruits
6.3C
1
Audience: Recruits
Communication Type: Recruitment Advertisement
1. When recruiting for the Chevron corporation in regions where a downstream marketing brand name is more recognised
than the Chevron brand name, you may make visual and verbal references to that downstream marketing brand.
Do not use the downstream marketing brand logo art. Instead use imagery that makes reference to the downstream
marketing brand – such as branded objects or apparel (such as the pen shown).
2. Verbally, the downstream marketing brand may also be called out, as a “trusted brand” operated, owned or
marketed by Chevron.
Schematic by Audience Segment: Recruits (cont’d)
6.3C
1
2
Audience: Recruits
Communication Type: Job Fair Booth
1. When recruiting for the Chevron corporation in regions where a downstream marketing brand name is more recognised
than the Chevron brand name, you may make visual and verbal references to that downstream marketing brand.
Do not use the downstream marketing brand logo art. Instead use imagery that makes reference to the downstream
marketing brand - such as branded objects or apparel (e.g. the Caltex uniform shown).
2. Verbally, the downstream marketing brand may also be called out, as a "world-class brand" operated, owned or
marketed by Chevron.
Schematic by Audience Segment: Employees
6.3D
1
Audience: Employees
Communication Type: Blood Drive Poster
1. When communicating to employees in regions where a downstream marketing brand name is more recognised
than the Chevron brand name, you may make visual and verbal references to that downstream marketing brand.
Do not use the downstream marketing brand logo art. Instead use imagery that makes reference to the downstream
marketing brand - such as branded objects or apparel (e.g. the Texaco uniform shown).
Schematic by Audience Segment:
Downstream Business to Business Customers
6.3E
3
1
2
Audience: Downstream Business Customers
Communication Type: Global Aviation Newsletter
1. Always use approved Chevron corporate identity elements, including the Human Energy tagline where appropriate.
Refer to the Human Energy Decision Tree to determine appropriate tagline use.
All business to business communications must use the Chevron corporate logo in the upper part of the layout.
2. Only Global Marketing, Global Lubricants or Global Aviation are approved to use the 3-brand lockup (bottom right),
which always appears smaller than and subordinate to the corporate logo.
3. All approved lines of business may use the line of business name in the upper left corner.
Chevron Human Energy Tagline: Usage
6.4A
The preferred use of the Hallmark and Human Energy tagline is shown below.
Do not redraw the Human Energy tagline artwork or alter the placement and size relationship of its elements.
The relationship between the Hallmark and our Human Energy tagline has been carefully designed.
Where to use Human Energy
In general, the Human Energy tagline is most appropriately used on communications materials such as brochures and
tradeshow exhibits.
What to avoid
The Human Energy tagline should not be used on:
• Stationery materials such as business cards or letterheads
• Signage for facilities or buildings
The Human Energy tagline should never appear with:
• Our product brands, Texaco, Caltex, or Chevron products. These brands have their own, unique positioning in
their respective markets. Attaching the Human Energy tagline to these brands is not appropriate for their audiences.
• The Oronite wordmark
Chevron Human Energy Tagline: Usage Checklist
6.4B
Answer these questions for simple decision-making for when to use the Human Energy tagline in your marketing
communications
1. Is the communication coming from the Chevron corporation?
(Not from a retail/downstream marketing/product brand?)
2. Does the piece communicate something about Chevron, rather than simply identifying Chevron?
(Not business cards, signage, stationery or other communications that only identify Chevron.)
3. Does the communication reflect Chevron's values - integrity, trust, diversity, protecting people
and the environment - which distinguishes us and guide our actions?
4. Does the communication reflect that we are:
• Pioneering and/or
• Authentic and/or
• For people?
5. Does the communication reflect that we deliver through:
• Ingenious problem solving and/or
• By forming meaningful partnerships and/or
• By driving high performance?
If the answers to all of the above are Yes, you may apply the Human Energy tagline to the communication.
Collateral Applications
6.5
If the communication is owned or led by the Chevron brand, follow the Chevron brand guidelines and include the
relevant Chevron family logos. However, if Caltex owns or leads the communication, the Caltex brand takes precedence
and Caltex guidelines apply. The Caltex Signature may occupy up to 20% of the total width of the collateral. The
Chevron endorsement may be included and a clear space of 2Y must be maintained at the top and bottom, as shown.
Centralised
Y
Cover photo: The images on the front of this card show Caltex touches so many lives in so many ways and is part of the very fabric of the various
communities in which we serve. The pictures are winning entries from our photographic competition.
Y
up to 20% of total width
A Chevron company brand
Y
Back of greetings card – A5 size
The only endorsement approved by the corporation's legal counsel is "A Chevron company brand” or “A Chevron company product"
-spelled exactly like this with lower case 'c'.
Clear Space and Minimum Size: Chevron Hallmark
6.6A
Our Hallmark is one of our most valuable business assets. It should be positioned for maximum impact.
Clear Space
Clear space helps stage the Hallmark, separating it from other elements, such as headlines, text, imagery, other
graphic elements (e.g., photography, geometric shapes, etc.), lines of business or project names, or the outside
edge of printed materials. Follow the clear space standards shown below to ensure our Hallmark's visibility.
Minimum Size
In reproducing our Hallmark be conscious of its size and legibility.
Horizontal Signature
h
h
h
H
h
Minimum Size
7.5mm
Clear Space and Minimum Size: Chevron Human Energy Tagline
6.6B
Clear space
Surround the Human Energy tagline with an area free from other elements such as headlines, body copy, photographs, graphic elements or the outside edge of printed materials. The minimum clear space is equivalent to the
height of a band in the Hallmark, represented by X in the diagram below. Note that this measurement is the
minimum allowable clear space. More clear space is encouraged, whenever possible.
Clear space around Hallmark with Human Energy tagline
x
x
x
X
x
Minimum size
Do not reproduce the Human Energy tag line smaller than the minimum size shown in the diagram below. Be
conscious of its size and legibility when reproducing the Human Energy tagline.
Minimum size for Hallmark with Human Energy tagline
13mm
Alignment
The Human Energy tag line must always be carefully placed and aligned in relation to other visual elements.
Prominence
Position the Human Energy tagline prominently in your communications. Improper placement of it could lessen the
importance of the Chevron name.