ARCO

📋 1 Guidelines

🔗 Connections

Sector

Petrol station

Region

Usa

Guideline Year

2021

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2021

Brand Summary

Mission
  • To deliver on ARCO’s promise of quality and value, starting with a foundation of core values that define character and what ARCO stands for [^1].
Core Values
  • Honest
  • Smart
  • Witty
  • Real [^2]
Target Audience
  • Motorists seeking high-quality gas at an affordable price, with expectations for gasoline quality and value [^3].
Personality Traits
  • Approachable
  • Trustworthy
  • Fun
  • Light-hearted
  • Conversational [^4]
Visual Identity Overview
  • ARCO’s visual identity emphasizes simplicity, clarity, and bold geometric shapes. The logo consists of the word ‘ARCO’ in bold, uppercase letters, paired with a red geometric ‘spark’ symbol. The primary color palette is ARCO blue, ARCO red, and white. Helvetica is the primary typeface, with DIN as the secondary and campaign typeface. Visual style is clean, modern, and consistent across digital and print applications, with strict guidelines for logo usage, color reproduction, and layout [^5].

Categories

Brand Voice
  • Created through consistent visual iconography and voice, the ARCO brand is shaped by everything we say and do. Used effectively and consistently, these brand guidelines help reinforce our perception of value while reflecting our approachable and trustworthy character.
  • Every well-respected brand starts with a strong foundation of core values. What we believe in helps us define who we are, and what we want ARCO users to believe.
  • To deliver on ARCO’s promise of quality and value, we must start with a foundation of core values that help define our character and what we stand for.
  • Honest Smart Witty Real
  • Our voice should be fun, light-hearted and conversational. To our customers, we’re the good guys in a world filled with technical jargon and corporate agendas. Maintaining this persona is one of the strongest reasons to believe our brand message:
Brand Imagery
  • To maintain consistent and correct usage, the ARCO identity should never be altered.
  • The identity is composed of two elements. Please refer to these elements as the: ARCO “logotype” and the “spark.”
  • The ARCO identity and spark are registered symbols and must always include a registration mark as shown.
  • The 2-color version is the preferred identity for all use. While the White/PMS 485C red version is preferred against a blue background, darker backgrounds are permitted where most fitting (i.e. - ARCO logo on a dark gray/black ARCO uniform shirt, etc.)
  • The ARCO spark by itself may be used in combination on assets when the ARCO primary identity is also presented, only with the consent and approval of the ARCO Brand Management Department. The ARCO spark may only be used in ARCO red.
  • PMS 286C / PMS 485C on white
  • White / PMS 485C on ARCO blue
  • PMS 485C on white (No other spark color may be used)
  • PMS 485C on ARCO blue
Color Palette
  • Our primary color is ARCO blue. Color is an integral part of maintaining our identity and forms the basis of our communications.
  • We have also provided approximate color equivalents for consistent color reproduction. The default guide is to always match to the primary Pantone® Spot defining color.
  • When color-matching with your vendor, request drawdowns on the material you are utilizing to avoid color shifting. This allows for color correction and approval prior to final printing or reproduction.
  • Name: Spot Color, Pantone Matching Systems (PMS)
  • ARCO Blue
  • ARCO White
  • ARCO Red
  • PMS 286 C
  • Opaque
  • PMS 485 C
  • Process Color (CMYK) RGB
  • 100 / 60 / 0 / 6
  • 0 / 0 / 0 / 0
  • 0 / 100 / 91 / 0
  • 25 / 70 / 141
  • 255 / 255 / 255
  • 224 / 39 / 38
  • The 2-color version is the preferred identity for all use. While the White/PMS 485C red version is preferred against a blue background, darker backgrounds are permitted where most fitting (i.e. - ARCO logo on a dark gray/black ARCO uniform shirt, etc.)
  • PMS 286C / PMS 485C on white
  • White / PMS 485C on ARCO blue
  • PMS 485C on white (No other spark color may be used)
  • PMS 485C on ARCO blue
  • The ARCO spark may only be used in ARCO red.
  • Do not change the color.
  • Gradient colors shown here are not color correct and are pre-press reproduction colors. Do not use this as a color guide.
  • The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for digital RGB.
  • Alert! If you ever have any questions regarding color, always try to match to what you see on screen in this example for any reproduction.
  • ARCO Red ARCO Blue ARCO Blue ARCO Blue 224 / 39 / 38 25 / 70 / 141 3 / 47 / 170 0 / 193 / 243
  • The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for print CMYK.
  • An RGB background is to be used for conversions to CMYK by outside vendors. Please follow the steps outlined by IDL Worldwide for proper color conversion to CMYK reproduction on the following page. The first step is to save out the file for reproduction as a PDF before conversion. Do not import a file directly from .ai or .indd. Only import a .pdf.
Typography
  • ARCO utilizes Helvetica as our primary typeface for outward-facing communications. This is also used for inward-facing corporate communications.
  • Always avoid using or substituting other typefaces.
  • Helvetica Bold is the typeface used in the ARCO logo.
  • Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • Helvetica Regular # ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • Helvetica Light ## ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • ARCO’s alternate typeface is DIN. Please be aware that there are many editions and variations of DIN and it is important to use the correct typeface for any communications.
  • DIN Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • DIN Regular ## ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • DIN Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • ARCO Primary Typeface Helvetica Bold is the ARCO primary typeface. It’s characterized by its sans serif corners and bold graphic qualities.
  • ARCO Secondary Typeface DIN Bold is the ARCO secondary typeface and reflects Helvetica in a more contemporary form.
  • DIN NEXT LT Pro The campaign’s typeface communicates the ARCO brand with a fresh, light-hearted touch. DIN is our corporate typeface; however, DIN NEXT LT Pro carries a less harsh, more current appearance. This can be recognized and identified when enlarging the typeface to reveal its true character, presenting softer rounded corners.
  • Our primary typeface is DIN NEXT LT Pro Bold and should be used for all headlines.
  • You may use other weights for body copy, depending on legibility and size. Regular and Light are preferred.
  • DIN NEXT LT Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • DIN NEXT LT Pro Regular ## ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • DIN NEXT LT Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
  • DIN NEXT LT Pro Bold has been selected as the primary typeface for the 2014 “Rays” campaign. The micro-radius corners offer a more approachable and modern response without excessive harshness.
  • 100% Headline DIN NEXT LT Pro Bold type 55pt lead 65pt tracking -30pt
  • 50% Subhead DIN NEXT LT Pro Bold type 27.5pt lead 32.5pt tracking -10pt
  • Body Copy DIN NEXT LT Pro Bold head 12pt tracking 0pt
  • DIN NEXT LT Pro Light body 9pt lead 12.8pt tracking 0pt
Logo Usage
  • To maintain consistent and correct usage, the ARCO identity should never be altered.
  • The identity is composed of two elements. Please refer to these elements as the: ARCO “logotype” and the “spark.”
  • The ARCO identity and spark are registered symbols and must always include a registration mark as shown.
  • The 2-color version is the preferred identity for all use. While the White/PMS 485C red version is preferred against a blue background, darker backgrounds are permitted where most fitting (i.e. - ARCO logo on a dark gray/black ARCO uniform shirt, etc.)
  • The ARCO spark by itself may be used in combination on assets when the ARCO primary identity is also presented, only with the consent and approval of the ARCO Brand Management Department. The ARCO spark may only be used in ARCO red.
  • PMS 286C / PMS 485C on white
  • White / PMS 485C on ARCO blue
  • PMS 485C on white (No other spark color may be used)
  • PMS 485C on ARCO blue
Tone And Messaging
  • Created through consistent visual iconography and voice, the ARCO brand is shaped by everything we say and do. Used effectively and consistently, these brand guidelines help reinforce our perception of value while reflecting our approachable and trustworthy character.
  • Every well-respected brand starts with a strong foundation of core values. What we believe in helps us define who we are, and what we want ARCO users to believe.
  • To deliver on ARCO’s promise of quality and value, we must start with a foundation of core values that help define our character and what we stand for.
  • Honest Smart Witty Real
  • Our branding and messaging are, and should be, plentiful and consistent across many platforms.
  • Designed to complement ARCO stations and their diverse appearances, the Gradients campaign feels fun and fresh while communicating the TOP TIER™ gas for less messaging. The type is simple, bold and easily read, while white borders help to separate and frame content from the environment.
  • By blending tones of the ARCO logo colors, we can add visual interest, dimension, and depth. Variations of the gradient can live within the same campaign family to highlight messages while staying fresh and modern.
  • These elements always maintain a consistent look and feel, with a proportional appearance regardless of format, media or application.
  • Our voice should be fun, light-hearted and conversational. To our customers, we’re the good guys in a world filled with technical jargon and corporate agendas. Maintaining this persona is one of the strongest reasons to believe our brand message:
  • ARCO has quality TOP TIER™ gas for less.
  • Don’t look back.
  • Quality TOP TIER™ gas is right in front of you.
  • Listen to the signs. Fill up your tank with quality TOP TIER™ gas.
  • Live life in the quality TOP TIER™ gas lane.
  • Quality TOP TIER" gas from ARCO optimizes fuel economy. We’ll miss you at the pump, but we’ll see you on the road. TOP TIER* gas from ARCO improves engine performance. It also improves engine confidence and self-esteem.
  • Quality TOP TIER* gas from ARCO optimizes fuel economy. Driver-tested, road-trip-approved. TOP TIER* gas from ARCO improves engine performance better than any pep talk.
  • ARCO gas keeps your car running at peak performance. If it ran any better, you’d have to go catch it. ARCO gas delivers maximized engine protection. Minimal effort for maximum protection. Win-win.
  • Quality ARCO gas optimizes fuel economy, so you can drive off into the sunset and then some.
  • Quality TOP TIER* gas from ARCO keeps engines clean. Yes, even the nooks and crannies.
  • You can’t put a price on quality TOP TIER™ gas. But we do. And it’s a great one.
  • Value or optimized fuel economy? With ARCO gas, you get both.
  • If you can read this, you’re filling up with quality TOP TIER™ gas.
  • You’re getting great value on TOP TIER™ gas. And making other cars jealous.
  • Smile. You’re getting TOP TIER™ gas.
  • TOP TIER™ gas exceeds EPA minimum detergent requirements to help clean your engine and maintain optimal performance.
Brand Values
  • Every well-respected brand starts with a strong foundation of core values. What we believe in helps us define who we are, and what we want ARCO users to believe.
  • To deliver on ARCO’s promise of quality and value, we must start with a foundation of core values that help define our character and what we stand for.
Visual Style
  • To maintain consistent and correct usage, the ARCO identity should never be altered.
  • The identity is composed of two elements. Please refer to these elements as the: ARCO “logotype” and the “spark.”
  • The ARCO identity and spark are registered symbols and must always include a registration mark as shown.
  • The 2-color version is the preferred identity for all use. While the White/PMS 485C red version is preferred against a blue background, darker backgrounds are permitted where most fitting (i.e. - ARCO logo on a dark gray/black ARCO uniform shirt, etc.)
  • The ARCO spark by itself may be used in combination on assets when the ARCO primary identity is also presented, only with the consent and approval of the ARCO Brand Management Department. The ARCO spark may only be used in ARCO red.
  • PMS 286C / PMS 485C on white
  • White / PMS 485C on ARCO blue
  • PMS 485C on white (No other spark color may be used)
  • PMS 485C on ARCO blue
Layout And Composition
  • When creating elements, it’s important to maintain proportional content and structure.
  • Please be aware of these items: - Borders/margins are uniform and consistent. - Radius corners are not distorted. A common stretch-to-fit error is shown at the far right. Also note the stretched unequal white border. - The gradients are placed in a consistent location and the position of the rays is revealed between 9 and 12 o’clock only.
  • The right and left margins are roughly 1.5 times the width of the white border.
  • Copy should be left-justified and presented in a proportional hierarchy of 100% for the primary message to 50% for the secondary message size.
  • The primary message, when presented with a secondary message, should have equal spacing top and bottom as represented by Z. 100%
  • The bottom margin is roughly proportional to the combined width of the margins for balance when added to the bottom margin. This prevents a top-heavy layout.
  • For most campaign elements, a secondary message is not included.
  • Z = Z
  • Primary 100%
  • Secondary 50%
  • X 1.5X
  • 1.5X
  • The space around the logo should be clear, keeping it distinct and easily recognizable. It must be separated from intrusive elements like headlines, text, graphic elements and imagery.
  • This example demonstrates the alternate amount of clear space isolation. Reductions in isolation are permitted only with the Brand Management Department’s approval.
  • X is equal to the height and width of the spark.
  • Incorrect placement. The identity does not align on the bottom and right margins. This will create a finished unbalanced appearance.
  • Correct placement.
  • 1/2 X
  • Preferred Advertising Use For use with approvals only.
Digital Guidelines
  • The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for digital RGB.
  • Digital RGB You may use the background on the right for all digital content: - Web - Online - Digital Displays - TV - Client Presentations
  • Alert! If you ever have any questions regarding color, always try to match to what you see on screen in this example for any reproduction.
  • ARCO Red ARCO Blue ARCO Blue ARCO Blue 224 / 39 / 38 25 / 70 / 141 3 / 47 / 170 0 / 193 / 243
  • The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for print CMYK.
  • You may use the background as shown to the right for any and all printed content: - Signage - Out-of-Home - Point-of-Purchase - Collateral - Stickers
  • An RGB background is to be used for conversions to CMYK by outside vendors. Please follow the steps outlined by IDL Worldwide for proper color conversion to CMYK reproduction on the following page. The first step is to save out the file for reproduction as a PDF before conversion. Do not import a file directly from .ai or .indd. Only import a .pdf.
  • Alert! If you ever have any questions regarding color, always try to match to what you see on screen in this example for any reproduction.
  • ARCO Red ARCO Blue ARCO Blue ARCO Blue 224 / 39 / 38 25 / 70 / 141 3 / 47 / 170 0 / 193 / 243
  • The process used for the conversion is to open the PDF in Adobe Photoshop, selecting the page with RGB art on it. When opening, you will receive a prompt for opening the file. Select CMYK (please see screen shot). You will then save the file as a Photoshop PDF using the GRACol2006_ Coated1v2 PDF settings to be used in a normal pre-press workflow. The file is then placed in layout and sent through an ESKO workflow. Similar pre-press workflows can be used as well.
  • Please note that this reproduction is targeting for proof and print control Reference Printed Conditions to GRACol2006_ Coated1v2. If you are reproducing using a different print condition, you will have different results.
  • Please direct any questions regarding CMYK reproduction to: Dean DeMarco Director of Graphic Services IDL Worldwide (724) 431-0606 x102-5304 ddemarco@idlww.com
Packaging Design
  • When creating elements, it’s important to maintain proportional content and structure.
  • Please be aware of these items: - Borders/margins are uniform and consistent. - Radius corners are not distorted. A common stretch-to-fit error is shown at the far right. Also note the stretched unequal white border. - The gradients are placed in a consistent location and the position of the rays is revealed between 9 and 12 o’clock only.
  • The right and left margins are roughly 1.5 times the width of the white border.
  • Copy should be left-justified and presented in a proportional hierarchy of 100% for the primary message to 50% for the secondary message size.
  • The primary message, when presented with a secondary message, should have equal spacing top and bottom as represented by Z. 100%
  • The bottom margin is roughly proportional to the combined width of the margins for balance when added to the bottom margin. This prevents a top-heavy layout.
  • For most campaign elements, a secondary message is not included.
  • The space around the logo should be clear, keeping it distinct and easily recognizable. It must be separated from intrusive elements like headlines, text, graphic elements and imagery.
  • This example demonstrates the alternate amount of clear space isolation. Reductions in isolation are permitted only with the Brand Management Department’s approval.
  • X is equal to the height and width of the spark.
  • Measurement indicators around the entire composition show equal spacing on all sides, with each margin marked as half of X units, ensuring proportional margins surrounding the entire visual.
  • The font size of ‘ARCO’ and the logo size are proportionate to the overall layout, and the color contrast between the background, text, and logo enhances visibility and emphasis.
  • DIN NEXT LT Pro Bold has been selected as the primary typeface for the 2014 “Rays” campaign. The micro-radius corners offer a more approachable and modern response without excessive harshness.
  • DIN NEXT LT Pro Bold and should be used for all headlines.
  • You may use other weights for body copy, depending on legibility and size. Regular and Light are preferred.
  • The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for digital RGB.
  • You may use the background on the right for all digital content: - Web - Online - Digital Displays - TV - Client Presentations
  • Alert! If you ever have any questions regarding color, always try to match to what you see on screen in this example for any reproduction.
  • ARCO Red ARCO Blue ARCO Blue ARCO Blue 224 / 39 / 38 25 / 70 / 141 3 / 47 / 170 0 / 193 / 243
  • The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for print CMYK.
  • You may use the background as shown to the right for any and all printed content: - Signage - Out-of-Home - Point-of-Purchase - Collateral - Stickers
  • An RGB background is to be used for conversions to CMYK by outside vendors. Please follow the steps outlined by IDL Worldwide for proper color conversion to CMYK reproduction on the following page. The first step is to save out the file for reproduction as a PDF before conversion. Do not import a file directly from .ai or .indd. Only import a .pdf.
  • The process used for the conversion is to open the PDF in Adobe Photoshop, selecting the page with RGB art on it. When opening, you will receive a prompt for opening the file. Select CMYK (please see screen shot). You will then save the file as a Photoshop PDF using the GRACol2006_ Coated1v2 PDF settings to be used in a normal pre-press workflow. The file is then placed in layout and sent through an ESKO workflow. Similar pre-press workflows can be used as well.
  • Please note that this reproduction is targeting for proof and print control Reference Printed Conditions to GRACol2006_ Coated1v2. If you are reproducing using a different print condition, you will have different results.
  • Please direct any questions regarding CMYK reproduction to: Dean DeMarco Director of Graphic Services IDL Worldwide (724) 431-0606 x102-5304 ddemarco@idlww.com
Motion Graphics
  • As part of our HD broadcast media, the closing message for our identity is presented in a 3-D animation.
  • Static HD (1920x1080) and Standard (720x486) slates are also available.
  • Every end frame must finish with the following voice-over (VO). Please be sure this is included. VO: ARCO. Quality TOP TIER™ gas for less.
  • For acquisition, please contact the ARCO Brand Management Department at (562) 495-6924 or WDCrader@marathonpetroleum.com.
  • Animate Identity HD (1920x1080)
  • Static Title Card HD (1920x1080)
  • Static Title Card Standard (720x486)
🐛 Report