Identity system
Digital design

Chevron’s previous identity created an inconsistent brand expression and additional spending to execute in the digital space. While their visual identity had stayed the same, the brand strategy had evolved. “Human Energy” needed to become core to each communication and experience.

The Chevron identity, with minor modernizing adjustments, was now the focal point for the system. Standing for energy at the heart of modern life, the logo was given a central position; the boldness of the logo’s prominent placement was complemented by using a lowercase modern, sans-serif typeface for headlines.

To convey the clarity and authenticity of the brand, each communication utilized a straightforward, active tone of voice. A vibrant color palette, arranged in tonal triads, was developed to show optimism and humanity. The image library was updated to provide vitality and a sense of dynamism. A flexible and intuitive system allowed communicators to design a range of simple and visually striking layouts that reflected the brand’s clarity and transparency.

More importantly, that flexibility and the strength of visual elements allowed designers to move seamlessly between print and digital without weakening the design or its distinctiveness — saving time and company resources in creating effective communications.

Partner, Lippincott