We rooted our work in their strong Human Energy brand idea. The Chevron hallmark, with minor modernizing adjustments, became the focal point of a flexible system of visual and verbal components that expressed that brand.
In the new system, the hallmark stands for Chevron. And Chevron stands for energy. Today, energy is at the heart of modern life, so the hallmark is given a central position in every communication. It reflects the pride Chevron has in bringing energy to the world.
The boldness of that central placement is then tempered by lower-case headlines in a bold, modern, sans serif type style. To convey the clarity and authenticity of the brand, each communication utilizes a straightforward, active tone of voice. A vibrant color palette – arranged in tonal triads – was developed to show optimism and humanity, and the image library was updated to give it more vitality and authenticity.
Given the importance of flexibility, the system allows communicators to design a range of simple and visually striking layouts that reflect the brand’s clarity and transparency. Importantly, that flexibility and the strength of the visual system elements allow designers to move seamlessly between print and digital without weakening the design or its distinctiveness.
To get people on board and familiar with the new visual identity, we developed comprehensive templates, guidelines, and trainings that help Chevron achieve consistent application of their new visual and verbal elements. This consistency within flexibility was a major objective for the simple, intuitive system, so that Chevron will be able to save time and company resources in creating effective communications.