Caltex: Premium with Brand Guide "Delo"

Brand Identity System Brand Signature Elements Delo ® Wordmark

Delo wordmark on a light background A brand signature comprises the unique visual
DeDleolowowrodrmdmarakroknoanddaarrkkbbaackcgkgroruonudnd markings of a brand. It includes several elements,
such as the wordmark (Delo® ), a ™ or ® symbol,
a product descriptor, other brand endorsements
and endorsement lines. All of these elements are
positioned and spaced in relationship to one another
according to specific brand standards. Ensuring that
the brand is consistently applied across all touchpoints
and media provides a consistent experience for
consumers and, in turn, plays a fundamental role in
maximizing the brand’s strength.

The Delo signature consists of the specially designed
wordmark shown here. Always use the approved
artwork file rather than attempting to re-create the
wordmark.

The Delo wordmark must appear either on Delo Blue or
white background.

Approved artwork must be used.

The minimum size for the wordmark is 0.347 "/8.81mm,
measuring the height of “D.” Ensuring that the wordmark
always appears at this size or larger will keep it and the
registered trademark (®) legible and visible.

Brand Identity System Brand Signature Elements

00..55ZZ 00..55ZZ
0.5Z
00..55ZZ Delo ® Wordmark
ZZ
A brand signature comprises the unique visual
00..55ZZ markings of a brand. It includes several elements,
such as the wordmark (Delo® ), a ™ or ® symbol,
0.5Z a product descriptor, other brand endorsements
and endorsement lines. All of these elements are
0.5Z positioned and spaced in relationship to one another
according to specific brand standards. Ensuring that
Z the brand is consistently applied across all touchpoints
and media provides a consistent experience for
consumers and, in turn, plays a fundamental role in
maximizing the brand’s strength.

The Delo signature consists of the specially designed
wordmark shown here. Always use the approved
artwork file rather than attempting to re-create the
wordmark.

The Delo wordmark must appear either on Delo Blue or
white background.

Approved artwork must be used.

The minimum size for the wordmark is 0.347 "/8.81mm,
measuring the height of “D.” Ensuring that the wordmark
always appears at this size or larger will keep it and the
registered trademark (®) legible and visible.

0.5Z

Brand Identity System Brand Signature Elements

One-color positive wordmark on a light background One-color Wordmark Usage

The positive wordmark appears in black on white or
light backgrounds.

The Delo® reverse wordmark appears in white on light
or dark backgrounds.

Make every effort to use Delo Blue or black ink for
one-color printing. If ano ther color is needed, first
obtain approval from the Lubricants MarketingTeam.

See page 3.03 for positive and reverse contrast
considerations.

One-color positive wordmark One-color reverse wordmark
on an intermediate background on an intermediate background

One-color reverse wordmark on a dark background

Brand Identity System Brand Signature Elements

Delo Sports wordmark on a light background Delo ® Sports Wordmark
Delo Sports wordmark on a dark background
A brand signature comprises the unique visual
markings of a brand. It includes several elements,
such as the wordmark (Delo® ), a ™ or ® symbol,
a product descriptor, other brand endorsements
and endorsement lines. All of these elements are
positioned and spaced in relationship to one another
according to specific brand standards. Ensuring that
the brand is consistently applied across all touchpoints
and media provides a consistent experience for
consumers and, in turn, plays a fundamental role in
maximizing the brand’s strength.

The Delo signature consists of the specially designed
wordmark shown here. Always use the approved
artwork file rather than attempting to re-create the
wordmark.

The Delo wordmark must appear either on Delo Blue or
white background.

Approved artwork must be used.

The minimum size for the wordmark is 0.347 "/8.81mm,
measuring the height of “D.” Ensuring that the wordmark
always appears at this size or larger will keep it and the
registered trademark (®) legible and visible.

Brand Identity System Brand Signature Elements

0.5Z 0.25Z 0.5Z 0.25Z Delo ® Sports Wordmark

0.5Z 0.5Z A brand signature comprises the unique visual
markings of a brand. It includes several elements,
Z Z such as the wordmark (Delo® ), a ™ or ® symbol,
0.25Z 0.25Z a product descriptor, other brand endorsements
and endorsement lines. All of these elements are
positioned and spaced in relationship to one another
according to specific brand standards. Ensuring that
the brand is consistently applied across all touchpoints
and media provides a consistent experience for
consumers and, in turn, plays a fundamental role in
maximizing the brand’s strength.

The Delo signature consists of the specially designed
wordmark shown here. Always use the approved
artwork file rather than attempting to re-create the
wordmark.

The Delo wordmark must appear either on Delo Blue or
white background.

Approved artwork must be used.

The minimum size for the wordmark is 0.347 "/8.81mm,
measuring the height of “D.” Ensuring that the wordmark
always appears at this size or larger will keep it and the
registered trademark (®) legible and visible.

Brand Identity System Brand Signature Elements

Screen-color wordmark on a light background One-color Wordmark Usage

The positive wordmark appears in black on white or
light backgrounds.

The Delo® reverse wordmark appears in white on light
or dark backgrounds.

Make every effort to use Delo Blue or black ink for
one-color printing. If ano ther color is needed, first
obtain approval from the Lubricants MarketingTeam.

See page 3.03 for positive and reverse contrast
considerations.

One-color reverse wordmark on a dark background

One-color reverse wordmark on an intermediate background One-color positive wordmark on an intermediate background

Brand Identity System Endorsements Master Brand Endorsement

Chevron or Caltex brand endorsement on a light background The Delo® wordmark should be accompanied by
Chevron or Caltex brand endorsement on a dark background the master brand endorsement and the corporate
endorsement line, “A Chevron company product”.

The Delo wordmark and master brand should not
be locked up (placed close together, creating one
identity). Approved artwork must be used and is
available in the Chevron Image Library.

The Chevron or Caltex master brand endorsement has
two preferred usages: one is the brand endorsement
on a Delo Blue background; the other is the brand
endorsement on a white background. Note the
difference between the two versions: the white
holding shape around the Chevron logo and the white
border around the Caltex logo for the blue background.

When the primary logo cannot be used on the
approved background colors, a special holding shape
may be used for the Chevron Hallmark. This allows
the primary logo to be used before resorting to the
one-color logo version.

The Chevron or Caltex logo must be clearly legible.

Brand Identity System Endorsements 0.5x Master Brand Endorsement
0.5x Clear Space
0.5x logo height – 1x
0.5x The Chevron or Caltex master brand endorsement
1x 0.5x must clearly stand out wherever it appears. One way
0.5x 0.5x to ensure this is by maintaining clear space around it.

0.5x Clear space is an area that is kept free of any other
text, graphic elements or other visual distractions.

A clear space of 0.5x must be kept around logos
where 1x is the height of the logo. More than this is
always acceptable. Also remember to leave at least the
specified distance between the endorsement and the
edge of the page or label where it appears.

Please note: The Chevron logo height (1x) includes
the wordmark, but the Caltex logo height (1x) does
not include the wordmark.

The Chevron master brand holding shape has a
special size relationship to the logo that differs from
the specified clear space. Use the approved artwork—
which includes both the holding shape and the logo
as one unit—to proportionally scale the logo holding
shape according to your needs.

You must never redraw the Chevron master brand
holding shape artwork or alter the placement and
size relationship of its elements. Approved electronic
artwork is available on Chevron Brand Center at:
www.chevronbrand.com .

Brand Identity System Endorsements

One-color positive brand endorsement on a light background One-color Brand Endorsement
Usage

The positive brand endorsement appears in black on
white or light backgrounds.

When printing in only one color, the reverse
brand endorsement appears in white on a dark or
intermediate background.

Make every effort to use black ink for one-color
printing on a white background or white on a black or
dark background. If another color is needed, first obtain
approval from the Lubricants MarketingTeam.

One-color reverse brand endorsement One-color reverse brand endorsement
on a dark background on an intermediate background

One-color reverse brand endorsement on a dark background

Brand Identity System Color, Size and Usage

Delo Blue Delo Sport Yellow Delo® Primary Color Palette
PANTONE ® 2935c PANTONE® 123c
C :100 M:46 Y :0 K :0 C :0 M:19 Y :89 K :0 The Delo primary color palette is an important part
R :0 G:80 B:176 of the brand signature system. This color palette
R:255 G:199 B:44 comprises Delo Blue, black, white and grey. All brand
White communications must use colors from this palette.

Black The specifications for these colors will depend on how
they are reproduced (full-color newspaper ad, Web page,
Grey product label, etc.). For complete color specifications
PANTONE ® 5455c in different color reproduction systems, see the
C :6 M:0 Y :0 K :9 following page.
R :216 G:227 B:233
Note: The Delo Blue PANTONE® Color 2935c is the
same as Chevron Blue.

Brand Identity System Color, Size and Usage

Delo Brand Colors PA NTO NE® Color Process Color HTML Hex Color Color Specifications
PANTONE® 2935 C C :100 M :46 Y :0 K :0 #0050AA
Delo Blue C :0 M :0 Y :0 K :100 #000000 The Delo® brand colors can be reproduced in a variety
Black C :0 M:0 Y :0 K :0 #FFFFFF of ways. When printing, spot inks provide the most
White consistent match to our brand colors and their use is
PANTONE® 2935 C C :100 M :46 Y :0 K :0 #0050AA strongly recommended. Spot inks are specified to our
Chevron Master Brand Colors PANTONE® 186 C C :0 M:100 Y :81 K :4 #FF000A brand colors with PANTONE ® colors, the standards
for which are shown in the current edition of the
Chevron Blue PANTONE® 3035 C C :100 M :0 Y :10 K :70 #004D64 PANTONE FORMULA GUIDE. You must provide the
Chevron Red PANTONE® 485 C C :0 M :100 Y :91 K :0 #FD000D best possible match to the alternative PANTONE color,
no matter how you are reproducing colors.
Caltex Master Brand Colors
Four-color process (CMYK) printing can also be used.
Caltex Deep Ocean Green The appropriate percentages of the four process inks
Caltex Red are shown here.

When specifying colors for the Web, you may need
a hexadecimal for our brand colors. The appropriate
codes are shown in the table.

Chevron corporate colors and logo must be reproduced
based on Chevron corporate brand standards available on
the Chevron Brand Center at: www.chevronbrand.com .

Brand Identity System Color, Size and Usage

80% Reverse wordmark on a dark background Positive and Reverse
Contrast Considerations
60%
Shown on the left is a percentage diagram that shows
positive and reverse wordmark usages.

Use the positive wordmark on background colors
that range from zero percent to 40 percent. When
the range is from 40 percent to 60 percent, either the
positive or reverse wordmark can be used. Make every
effort to ensure the wordmark stands out clearly. Use
the reverse wordmark on background colors that
range from 60 percent to 100 percent.

If another background color not listed in the primary
color palette is needed, first obtain approval from the
Lubricants MarketingTeam.

40% Positive wordmark Reverse wordmark
on 50% background on 50% background

0% Positive wordmark on a light background

Brand Identity System Color, Size and Usage

Do not distort any brand Do not outline any part of Do not use unapproved colors for Incorrect Signature Usage
signature. a signature. any signature.
The integrity of the Delo® brand and all its products
depends on maintaining the brand signature standards.

Shown here are examples of incorrect usage.
Mistakes can be avoided by always using approved
artwork files and keeping them intact and unaltered,
as well as by familiarizing yourself thoroughly with the
contents of these standards.

For any questions regarding proper wordmark and
signature elements usage, contact the Lubricants
Marketing Team.

Do not place busy graphic Do not lock up wordmark and Do not lock up wordmark and
elements behind the signature. master brand. Respect clear space. master brand. Respect clear space.

Do not violate rules on minimum space Do not isolate signature Do not place our Hallmark in an
between endorsement elements. components. unapproved holding shape.

Brand Identity System Color, Size and Usage Sizing and Relationship of Brand
Signature Elements
Z
Delo wordmark (minimum height = .347 "/8.81 mm) A brand signature comprises the unique visual
ZZ markings of a brand. It includes several elements,
such as the wordmark (Delo ® ), a ™ or ® symbol,
Chevron or Caltex brand endorsement a product descriptor, other brand endorsements
and endorsement lines. All of these elements are
A Chevron company product .15Z positioned and spaced in relationship to one another
according to specific brand standards. Ensuring that
Corporate endorsement line the brand is consistently applied across all touchpoints
and media provides a consistent experience for
consumers and, in turn, plays a fundamental role in
maximizing the brand’s strength.

It is important to maintain a clear relationship between
the Delo wordmark and endorsements. Be sure to size
the elements as shown here, and be extremely careful
to maintain the minimum distance between them.

Delo Wordmark and Chevron/Caltex brand endorsement
minimum distance = 3Z.

Brand Endorsement and corporate endorsement
minimum distance = 1.25Z or .65Z when stacked vertically.

To use these elements in a limited-space application, see
page 3.06.

Where the height of “D” in the Delo wordmark is Z
(.347 "/8.81 mm minimum), the height of the Chevron
or Caltex brand endorsement should also be Z (Z is
the height of the Chevron Hallmark, not including the
holding shape). The master brands can also be up to
1.5 times the height of the “D” in Delo as needed,
within approved clear space.

The height of the corporate endorsement line should
be .15Z.

Brand Identity System Color, Size and Usage

.5Z
.5Z

Z .5Z when .5Z is no smaller Limited-Space Application
Z .5thZawnh.4en33.52Z" (is11.n0o0s4mmamlle)r
than .4332" (11.004 mm) Use this application when the space or item does
Example showing Limited Space Z not allow the minimum space of 3Z between the Delo®
Example showing Limited Space Z Limited-space example wordmark and the master brand requirements to be
Showing limited space met. For this limited-space application, it is allowable
to use the master brand at 0.5Z and the minimum
3Z 3Z space between the elements at 0.5Z.This standard is
3Z 3Z restricted to limited-space applications only and should
not be used when there is sufficient space to meet the
3Z general standard for minimum space ( 3Z).
3Z
When using the limited-space application, 0.5Z cannot
Z be smaller than .4332 " (11.004 mm). This is to ensure
Z that we obey the minimum size of the master brands,
3Z and that the master brands are always legible.
3Z
When using the master brand logo, the minimum size
Showing 3Z clear space is .25 " wide (6.35 mm).
Example showing 3Z clear space
Example showing 3Z clear space

Brand Identity System Font English Campaign Typography

Univers 67 Bold Condensed – Headlines and taglines The primary typography for the Delo ® brand, the
Univers Condensed font family, is used for the Delo
ABCDEFGHIJKLMNOPQRSTUVWXYZ “Let’s go further” campaign advertising elements.
abcdefghijklmnopqrstuvwxyz
1234567890(-=+_*&^%$#@,.!?) Univers 67 Bold Condensed must be used for headlines
and taglines.
Univers 57 Condensed – Body copy
Univers 57 Condensed is used for body copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Univers 47 Light Condensed is used for fine print copy
1234567890(-=+_*&^%$#@,.!?) (e.g., legal text).

Univers 47 Light Condensed – Fine print copy (i.e., legal text) The secondary typefaces for the Delo brand are the
Transit and Minion font families.These are to be used
ABCDEFGHIJKLMNOPQRSTUVWXYZ only when Univers is not available.
abcdefghijklmnopqrstuvwxyz
1234567890(-=+_*&^%$#@,.!?)

Brand Identity System Font Thai Campaign Typography

DB Helvethaica X 77 Bold Condensed – Headlines and taglines The primary typography for the Delo® brand, in Thai
DB Helvethaica X font family, is used for the Delo
กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถ “Let’s go further” campaign advertising elements.
ทธนบปผฝพฟภมยรลวศษสหฬอฮ
1234567890(-=+_*&^%$#@,.!?) DB Helvethaica X 77 Bold Condensed must be used
for headlines and taglines.
DB Helvethaica X 67 Bold Condensed – Body copy
DB Helvethaica X 67 Bold Condensed is used for body copy.
กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถ
ทธนบปผฝพฟภมยรลวศษสหฬอฮ DB Helvethaica X 57 Bold Condensed is used for
1234567890(-=+_*&^%$#@,.!?) fine print copy (e.g., legal text).

DB Helvethaica X 57 Condensed – Fine print copy (i.e., legal text) The secondary typefaces for the Delo brand are the
Transit and Minion font families.These are to be used
กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถ only when DB Helvethaica X is not available.
ทธนบปผฝพฟภมยรลวศษสหฬอฮ
1234567890(-=+_*&^%$#@,.!?)

Delo ® “ Let’s go further. ™” Campaign Advertising Elements

X Delo Logo and Tagline Relationship
3/7 X
In all print advertising, the vertical logo and tagline
(minimum treatment should be used. In those cases where space
prohibits this, the horizontal logo and tagline treatment
distance) 4/6 X is acceptable.

Vertical logo and tagline treatment. Always use the Delo logo art and the “Let'’s go further”
art provided. Do not just set these in the Univers fonts.
X 4/6 X
The size relationships between the logo and tagline
X (minimum distance) indicated here should be maintained whenever possible.
The Delo logo and the “Let’s go further” art should not
Horizontal logo and tagline treatment. be any closer than indicated here. However, they can
be placed farther apart if necessary in applications like
brochures and displays.

Note that it is acceptable to use the words “Delo. Let’s
go further”. as a headline, but do NOT use the actual
Delo logo in this case.This is often done in out of home
where space and brevity are at a premium.The headline
can be displayed on one line or stacked on two lines.

Headline treatment without the logo. One line. Headline treatment without the logo.Two lines.

Delo ® “ Let’s go further. ™” Campaign Advertising Elements

0.5X Caltex Delo Logo and Tagline
X Relationship

Vertical logo and tagline treatment. 4/6 X In all print advertising, the vertical logo and tagline
X (minimum distance) treatment should be used. In those cases where space
0.5X prohibits this, the horizontal logo and tagline treatment
X is acceptable.

Horizontal logo and tagline treatment. Always use the Delo logo art and the “Let'’s go further”
art provided. Do not just set these in the Univers fonts.

The size relationships between the logo and tagline
indicated here should be maintained whenever possible.
The Delo logo and the “Let’s go further” art should not
be any closer than indicated here. However, they can
be placed farther apart if necessary in applications like
brochures and displays.

Note that it is acceptable to use the words “Delo. Let’s
go further”. as a headline, but do NOT use the actual
Delo logo in this case.This is often done in out of home
where space and brevity are at a premium.The headline
can be displayed on one line or stacked on two lines.

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Limited-Space Application

Normal space use Chevron, Caltex and Delo at 1Z,
for Delo Sports only use height of “D” at 0.5Z

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

Z Z

Delo Blue Delo Sport Yellow
PANTONE ® 2935c PANTONE® 123c
C :100 M:46 Y :0 K :0 C :0 M:19 Y :89 K :0
R :0 G:80 B:176 R:255 G:199 B:44

White Caltex Deep Ocean Green
PANTONE® 3035c
Grey C :100 M:0 Y :15 K :70
PANTONE ® 5455c R:0 G:76 B:96
C :6 M:0 Y :0 K :9
R :216 G:227 B:233 Caltex Red
PANTONE® 485c
C :0 M:100 Y :91 K :0
R:237 G:28 B:46

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Limited-Space Application

Normal space use Chevron, Caltex and Delo at 1Z,
for Delo Sports only use height of “D” at 0.5Z

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

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Limited-Space Application

Normal space use Chevron, Caltex and Delo at 1Z,
for Delo Sports only use height of “D” at 0.5Z

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

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Limited-Space Application

Normal space use Chevron, Caltex and Delo at 1Z,
for Delo Sports only use height of “D” at 0.5Z

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

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Long-Space Application

Long space can use Caltex, Delo and Delo Sports at 1Z,
in horizontal.

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

Z Z

Z Delo Sport Yellow
PANTONE® 123c
Delo Blue C :0 M:19 Y :89 K :0
PANTONE ® 2935c R:255 G:199 B:44
C :100 M:46 Y :0 K :0
R :0 G:80 B:176 Caltex Deep Ocean Green
PANTONE® 3035c
White C :100 M:0 Y :15 K :70
R:0 G:76 B:96
Grey
PANTONE ® 5455c Caltex Red
C :6 M:0 Y :0 K :9 PANTONE® 485c
R :216 G:227 B:233 C :0 M:100 Y :91 K :0
R:237 G:28 B:46

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Large Space Application

When Delo logo need to be presented, please make sure that
a using area has enough space for Delo and Delo Sports
logo in scale 1Z, the same size with Caltex and Chevron logo.

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

Z Z

Z Delo Sport Yellow
PANTONE® 123c
Delo Blue C :0 M:19 Y :89 K :0
PANTONE ® 2935c R:255 G:199 B:44
C :100 M:46 Y :0 K :0 Caltex Deep Ocean Green
R :0 G:80 B:176 PANTONE® 3035c
C :100 M:0 Y :15 K :70
White R:0 G:76 B:96

Grey Caltex Red
PANTONE ® 5455c PANTONE® 485c
C :6 M:0 Y :0 K :9 C :0 M:100 Y :91 K :0
R :216 G:227 B:233 R:237 G:28 B:46

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Large Space Application

When Delo logo need to be presented, please make sure that
a using area has enough space for Delo and Delo Sports
logo in scale 1Z, the same size with Caltex and Chevron logo.

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

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Large Space Application

When Delo logo need to be presented, please make sure that
a using area has enough space for Delo and Delo Sports
logo in scale 1Z, the same size with Caltex and Chevron logo.

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.

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Large Space Application

When Delo logo need to be presented, please make sure that
a using area has enough space for Delo and Delo Sports
logo in scale 1Z, the same size with Caltex and Chevron logo.

When using the limited-space application, 0.5Z cannot
be smaller than .4332 " (11.004 mm). This is to ensure
that we obey the minimum size of the master brands,
and that the master brands are always legible.

When using the master brand logo, the minimum size
is .25 " wide (6.35 mm).

Delo Sports Yellow (Pantone 123C) will not be presented
over 10% of all color on goods.