identity graphic standards guide

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1 identity graphic standards guide The following is a set of guidelines for anyone producing visual materials representing the Gulf Oil brand. This set of instructions includes basic graphic principles that make up the Gulf Oil Identity Standards. It is extremely important to our company to maintain the integrity of our brand by using it consistently across all applications. Any changes or adjustments to the Gulf Brand that exceed these standards require approval from the Gulf Oil Marketing Department. With permission, logos and taglines referred to in this document can be downloaded in both jpeg and eps formats at gulfoil.com.

2 5 A. four-color straight B. four-color tilted C. two-color logo a. logo configuration The Gulf standard logotypes are represented in the formats above. When printing in four-color process, the fourcolor logos are preferred; when printing in two-color process, screen printing, embroidering etc., the two-color logo should be used. Logos with taglines may be used when appropriate if space allows. The four-color Gulf icon may be tilted to the left or right by 5 degrees. Never tilt on an angle other than 5 or negative 5 degrees.

3 J 5 tagline =.5 x logo width tagline = 2.5 x logo width tagline = 2.5 x logo width D. logos with flat taglines E. logos with side stacked taglines F. logos with side flat tagline b. logo configuration Proportions s to flat taglines (D) must always remain as : 2.5 ratios in width, as shown above. Proportions s to stacked taglines (E) must always remain as :.5 ratios in width, as shown above. Proportions s to side flat taglines (F) must always remain as : 2.5 ratios in width, as shown above. Stacked (E) and side flat (F) taglines may be adjusted in size if required by available space. When used in proximity to the logo, the tagline should be used in one of the three formats:. used flat (D), centered directly below the logo (/3 of the logo s height away); 2. used stacked (E) and vertically centered to the right (at a distance equal to the width of the L ); or 3. used flat, to the right (F) of the logo (baseline should match up with the lower right corner of the f in Gulf and be placed at a distance equal to the width of the L ). The tagline should never appear above or to the left of the logo. Refer to section 3 of this guide for proper spacing of all taglines.

4 2. logo on a background The outermost edges of the four-color and two-color logo are white borders. This white border is present in the standard Gulf logo graphic, and its width should never be altered beyond that proportion. As a point of reference, the width of the outside white border should always be equivalent to the width of the inside blue border. When either the two-color or four-color logo is placed on a background other than white, the outside white border must be visible and in the correct proportion.

5 same x-height.5 A. flat B. stacked 3. tagline The Gulf standard tagline is represented in the two formats above. Use the tagline only as in the two compositions pictured above. Select the appropriate version based on the space available and overall design of the specific application. In some instances, the tagline may be separated from the logo, however, the logo must still appear elsewhere on the piece. In the flat version, Life and one mile at a time. must have the same x-height. In the stacked version, Life must have an x-height.5 times larger than one mile at a time. and the left edge of the e in Life should line up exactly with the left edge of the o in one. Refer to section b of this guide for proper use of the tagline with the logo.

6 xyz xyz no graphic or type should be placed over the logo or in the clear space around the logo or logo with tagline the tagline should not wrap around the logo no graphical elements should be added to the logo itself 4. clear space There is a minimum clear space around each version of the logo and tagline, indicated by the outer bounding boxes. The clear space around the logo alone should be no less than /4 of the width of the logo. The clear space around the outermost points of the logo with tagline should be no less than /4 of the width of the logo. The clear space around the outermost points of the taglines should be no less than the width of the L in Life. The Gulf logo must remain intact. No other images, typography or graphic elements may be placed within or on top of the logo or the requisite clear space surrounding the logo. The tagline may not be wrapped around the logo. The Gulf logo must remain autonomous and may not be used as a component or element of another image.

7 minimum size The preferred minimum reproduction size of the four-color logo and two-color logo alone is.5 in width. The preferred minimum size of the flat tagline or logo with flat tagline is in width. The preferred minimum size of the logo with stacked tagline or side flat tagline is.5 in width. Reproduction of any logo at sizes smaller than the preferred minimums may result in unreadable text.

8 A. four-color logo B. two-color logo 6. color The four-color Gulf logo should be reproduced as Process Blue 00C, 45M, 0Y,8K, and Process Orange 0C, 60M, 00Y, 0K. The two-color Gulf logo should be produced as Pantone Blue PMS 30 and Pantone Orange PMS 65. Logos can also be used in grayscale or black & white as shown. The Life...one mile at a time. tagline can be used in several ways. Colors should follow the blue and orange CMYK or PMS values as in both Gulf logos, or may be used as one-color in black or white. The tagline may be produced in a number of combinations as shown above. Life and... must always be the same color, as should one mile at a time. and TM. When producing the tagline in two colors on a white background, Life... must always be in orange and one mile at a time.tm should always be in blue. When producing the tagline in one color on a white background, only orange, blue or black should be used. When producing the tagline in one or two colors on a solid background only blue, orange, black or white should be used. Background colors should be carefully selected to ensure sufficient contrast.

9 Stop at your local station today! Arial; Arial Bold; Arial Black Baskerville; Baskerville Italic; Baskerville Bold; Baskerville Semibold; Baskerville Semibold Italic; Garamond; Garamond Italic; Garamond Bold; Garamond Semibold; Garmond Semibold Italic 7. typography The word Gulf in the logo is its own graphic. It is not to be typeset. In the tagline, Life... is in Baskerville semibold italic and one mile at a time. TM is in Arial Bold. It is recommended that the above-listed fonts be used in body copy featuring the Gulf Logo, at the designer s or writer s discretion, to provide emphasis and visual interest. If the Baskerville font family is unavailable, Garamond may be used as a secondary choice. The Gulf logo must never be used to replace the word Gulf within a body of text, heading or sentence.

10 Copyright 2007 Gulf Oil Limited Partnership. All rights reserved.

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