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Deployment Kit: Committed To Better Energy
Deployment Kit: Committed To Better Energy
Deployment Kit: Committed To Better Energy
DEPLOYMENT KIT
COMMITTED TO
BETTER ENERGY
FEBRUARY 2014
THE BRAND BLOCK INTRODUCTION | VERSIONS | PROTECTED AREA | INCORRECT USAGE
04 | THE BRAND BLOCK INTRODUCTION
A “trademark block” has been created to facilitate its day-to-day use, ensure
consistency and, above all, make our graphic identity more meaningful. Creating
this block required slight changes to our logo for this specific case, despite the
rule stating that the company’s symbol cannot be altered, including in terms of
clear space. This exception is designed to facilitate the day-to-day use of the new
baseline, ensure consistency and, above all, clearly define our graphic identity
and make it more meaningful. It’s a way for us, like other major companies, to
reinforce our brand identity and communicate our business, goal and corporate
spirit in a relatively small space. This is a real strength at a time when we need to
increase brand awareness, improve our global image and differentiate ourselves
to develop our business.
This document is designed to help you add the baseline to your brochures,
business cards, PowerPoint presentations and other documents. Style guidelines
will also be published shortly.
05 | THE BRAND BLOCK INTRODUCTION
For now,
The standard version of the brand block is horizontal. From now on, the vertical version
may only be used under clearly defined circumstances, on media whose technical
characteristics make them unsuitable for the horizontal brand block. The official brand typeface
For the time being, however, the vertical version will continue to be used as the standard
for the service station network and Marketing & Services’ marketing collateral. M&S is
already using the horizontal version for its internal and organizational communication.
Red
Black 58%
Dark blue
Black 75%
Light blue
Black 41%
K58%
K20%
K58%
K75%
K70% Chrome yellow
K41% Black 20%
Gray
Black 70%
08 | THE BRAND BLOCK MONOCHROME VERSION
Black 100%
Black 0%
09 | THE BRAND BLOCK PROTECTED AREA AND MINIMUM SIZE
Protected area
A clear space is left around the brand block to optimize readability.
The clear space area is standardized in line with the size of
the brand block. No other objects, words or graphic components
may be placed in the clear space.
x
Minimum size
This is the minimum width of brand block below which
it should never descend to preserve readability.
She is determined to 40 mm.
Beyond that, it will be necessary to use the Total classic logotype,
which the minimum size of print is 10 mm.
40 mm 10 mm
10 | THE BRAND BLOCK INCORRECT USAGE
Modified space between the symbol, Modified typeface. Incorrect proportions for the symbol, Slanted of the symbol,
the typeface or the signature. the typeface or the signature. the typeface or the signature.
Modified colors for the symbol, Modified symbol. Modified symbol, the typeface Do not write «Total» in its specific typeface
the typeface or the signature. or the signature. in titles/headlines or body text.
Technical Specifications
• Gradients are linear. Location 50 % Location 60 %
• The height of the bands is determined
by the size of the media.
• The width of the transparent band is fixed. Gradient stop Gradient stop Gradient stop
Color White Color White Color White
• The width of the gray band is variable.
Opacity 100 % Opacity 100 % Opacity 0 %
The midpoint can be moved ±10% Location 0 % Location 35 % Location 90 %
so that the brand block is easy to read.
• The same is true for the band under
the headline, so that the text is easy to read.
Proper Application
The gradient is too short, The gradient is too long, The gradient is harmonious,
making it very difficult to see making the band overpowering. leaving enough white around and under
the brand block. As a result, the band loses its momentum. the brand block and gradually fading
into the picture.
Proper Application
LOREM
IPSUM
COLYDER
DOLORE SIT
AMET
EXPLORATION-PRODUCTION
The gradient is too long, The gradient is too short, The gradient is harmonious,
placing the brand block on a gray leaving the brand block outside with the brand block in the wave
background and reducing its impact. the suggested wave. but easy to read.
15 | STYLE COMPONENTS FOOTER-POSITIONED GRADIENT BANDS (Brand Block ON THE RIGHT)
Technical Specifications
• Gradients are linear. Location 50 % Location 60 %
• The height of the bands is determined
by the size of the media.
• The width of the transparent band is fixed. Gradient stop Gradient stop Gradient stop
Color White Color White Color White
• The width of the gray band is variable.
Opacity 100 % Opacity 100 % Opacity 0 %
The midpoint can be moved ±10% Location 0 % Location 35 % Location 90 %
so that the brand block is easy to read.
• The same is true for the band under
the headline, so that the text is easy to read.
Proper Application
The gradient is too short, The gradient is too long, The gradient is harmonious,
making it very difficult to see making the band overpowering. leaving enough white around and under
the brand block. As a result, the band loses its momentum. the brand block and gradually fading
into the picture.
Proper Application
The gradient is too long, The gradient is too short, The gradient is harmonious,
placing the brand block on a gray leaving the brand block outside with the brand block in the wave
background and reducing its impact. the suggested wave. but easy to read.
36 | DIGITAL MEDIA POWERPOINT
2
1 Presentation title
- Arial
- 32 pt
2 Presentation subtitle
- Arial
- 20 pt
Photos Credits: © Total / Schulzki Jurgen - © Total / Barry Steven - © Total / Pascal Laurent - © Total / Shams - © Total / Pirotte Claude - © Total / Lacour François - © Total / Von Der Fecht Florian