Citgo Petroleum Corporation

Official Websites

• https://www.citgo.com
• https://www.clubcitgo.com
• https://www.mystiklubes.com
• https://www.citgo.com/motorists

Brand Guidelines

2021

Brand Summary

Mission

• Maintain the highest level of consistency of the CITGO brand image, ensure proper reproduction of the CITGO logo, and consistently portray and build upon CITGO brand equity [^1].

Core Values

• consistency
• integrity
• proper usage
• brand equity

Target Audience

• CITGO employees, marketers, and those responsible for the integrity of the CITGO brand in all forms of media, including print, digital, video, and web display [^2].

Personality Traits

• professional
• recognizable
• consistent
• trustworthy

Visual Identity Overview

• The CITGO visual identity centers on a highly recognizable triangular logo with strict guidelines for color usage (Pantone and CMYK formulas), logo placement, and font selection (Univers as primary, ITC Berkeley Oldstyle as complement). The brand prohibits alterations, drop shadows, and conflicting visual material to maintain logo integrity. Visual elements must be placed no closer to the logo than its width or height, and only approved color combinations are allowed [^3].

Categories

Logo Usage

• The CITGO logo consists of a trimark and the logotype “CITGO.” The tagline “Fueling Good” and CITGO logo each carry a registered trademark and should be displayed with a superscript ® on the first reference within a document. Below are all accepted variations and usage of the logo.
• Process Logo For use on white, aluminum or very light backgrounds. Preferred on most advertising materials. Refer to pages 6 and 7 for additional specifications.
• Process with Reverse Type Logo For use on dark photo or color backgrounds that provide sufficient contrast with the logo colors.
• Grey Scale Logo For use on high resolution (250 dpi or higher) one and two-color applications that include black. For low resolution applications such as newspaper, silkscreening, etc., use one-color logo.
• One-Color Logo Use of the one-color version of the CITGO logo works best: • at extremely small sizes, no smaller than 1⁄4-inch squared • in one- or two-color low- resolution applications such as novelty items, T-shirts, mugs, caps, koozies, etc. • where poor registration prevents the use of full-color logos • when the background or substrate is not white The standard one-color logo can appear in black, PMS 286 Blue, PMS 185 Red or reversed.
• Two-Color Logo The two-color, black and PMS 185 Red, logo should be used when full-color printing is not possible, but when two-color printing is available.
• Promotional Item Usage • Use only one primary logo on any one item at a time. Follow the standard logo guidelines. • The preferred size for the CITGO logo on apparel is 1.6”W x 2.1”H. • Any use of specific product names or product logos on branded items must receive prior approval via email at projectmgr@CITGO.com. • For those items that present color challenges, a general rule to follow is to use the one-color version of the logo. • For odd-sized or small promo items that do not easily fit the logo guidelines, contact projectmgr@CITGO.com for guidance.

Color Palette

• Four-Color Process Color Formula ORANGE DARK RED 60% Magenta 100% Yellow 30% Cyan 100% Magenta 100% Yellow MEDIUM RED 5% Cyan 100% Magenta 100% Yellow CITG FUELING GOOD" Tagline and CITGO Logotype Registration and Registration BLACK BLUE 100% Black 100% Cyan 66% Magenta 2% Black
• The CITGO logo is available in CMYK color formats for offset and/or Web printing. The ink combinations shown above are required to maintain the logo’s color integrity
• Please exercise caution to portray the logo in the strongest representation possible at all times. Conflicting visual material, including underlines, drop shadows, shapes or textures weaken the impact of the CITGO brand and are prohibited.
• As a general rule, visual elements should be placed no closer to the logo than the width or height of the logo itself.
• Never combine CMYK and PANTONE colors to create the CITGO logo or other elements using CITGO colors.
• Pantone Color Formula ORANGE DARK RED Pantone 158 Pantone 187 MEDIUM RED Pantone 185 CITG FUELING GOOD* Tagline and CITGO Logotype Registration and Registration BLUE BLACK Pantone 286 100% Black
• The CITGO logo is available in PANTONE color formats for offset and/or Web printing. The ink combinations shown above are required to maintain the logo’s color integrity
• Four-Color Process Color Formula ORANGE DARK RED 60% Magenta 100% Yellow / 100% Magenta 30% Cyan 100% Yellow MEDIUM RED 5% Cyan 100% Magenta 100% Yellow CITGO / FUELING Gooo·\ CITGO Logotype Tagline and and Registration Registration White White
• Pantone Color Formula ORANGE DARK RED Pantone 158 / Pantone 187 MEDIUM RED Pantone 185 CITGO. FUELING GOO/ D CITGO Logotype Tagline and and Registration Registration White White
• The CITGO logo is available in PANTONE color formats for offset and/or Web printing. The ink combinations shown above are required to maintain the logo’s color integrity.
• Below are the CITGO colors (PANTONE and CMYK). Key: C = Cyan M = Magenta Y = Yellow K = Black
• Pantone 158 60% M / 100% Y R: 245 / G: 130 / B: 32 Pantone 286 100% C / 66% M / 2% K R: 0 / G: 93 / B: 170 Pantone 7409 30% M / 95% Y Pantone 185 5% C / 100% M / 100% Y R: 227 / G: 32 / B: 38 Pantone 187 30% C / 100% M / 100% Y R: 184 / G: 41 / B: 47 Black 100% K R: 0 / G: 0 / B: 0 70% Pantone 1205 5% M / 31% Y Pantone 7504 25% M / 45% Y / 40% K Pantone 7493 14% C / 36% Y / 10% K Pantone 7491 32% C / 100% Y / 40% K Pantone 668 65 % C / 64% M / 30% K Pantone Cool Gray 8 1% M / 43% K Pantone Cool Gray 9 1% M / 51% K Pantone Cool Gray 10 2% M / 60% K Pantone Warm Gray 9 11% M / 20% Y / 47% K Pantone 7510 30% M / 72% Y / 11% K Pantone 458 10 % C / 10% M / 73% Y Pantone 7501 4% M / 20% Y / 6% K Pantone 376 50% C / 100% Y Pantone 382 29% C / 100% Y Pantone 5275 60% C / 47% M / 30% K Pantone 647 100% C / 56% M / 23% K Pantone 632 92% C / 15% Y / 5% K Pantone 282 100% C / 68% M / 54% K Pantone 549 52% C / 6% M / 25% K Pantone 321 100% C / 31% Y / 23% K Pantone 5473 82% C / 28% Y / 52% K Pantone 7545 23% C / 2% M / 63% K Pantone 444 15% C / 15% Y / 42% K

Typography

• Univers represents the standard brand font for all CITGO collateral. This clean and edgy font should be used as the primary font in CITGO brochures, manuals, ads, flyers, etc. If Univers is not available Helvetica can be used as a substitute.
• Univers 45 Light Headline Univers 55 Roman Headline Univers 65 Bold Headline Univers 67 Bold Condensed Headline Univers 75 Black Headline
• Univers 45 Light Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse min- Univers 45 Light Oblique Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse min- Univers 45 Light Condensed Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim dolesequate corer Univers 45 Light Condensed Oblique Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmo-dolore minibh exer sequat, quationse mincillamet nim Univers 55 Roman Lor senisim nismodolore facipit nonse do-lore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, Univers 55 Oblique Lor senisim nismodolore facipit nonse do-lore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat,
• The Adobe Berkeley font works best as a complement to Univers. It provides a light and friendly feel, working well as a title, header, sub header, etc., font in documents that are copy-intensive.
• ITC Berkeley Oldstyle Book Headline ITC Berkeley Oldstyle Italic Headline ITC Berkeley Oldstyle Book Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim Digna amet eros non volestio od ITC Berkeley Oldstyle Bold Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim dolesequate corer susto dipsustrud ITC Berkeley Oldstyle Bold Headline ITC Berkeley Oldstyle Bold Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim dolesequate corer ITC Berkeley Oldstyle Bold Italic Headline ITC Berkeley Oldstyle Black Headline ITC Berkeley Oldstyle Bold Italic Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim dolesequate corer susto dip- ITC Berkeley Oldstyle Black Lor senisim nismodolore facipit nonse dolore tat do-lummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim dolese- ITC Berkeley Oldstyle Black Italic Headline ITC Berkeley Oldstyle Black Italic Lor senisim nismodolore facipit nonse dolore tat dolummy nisit ad ting eum in veraess equamco mmodolore minibh exer sequat, quationse mincillamet nim dolesequate corer susto

Visual Style

• A fixed relationship exists between each element in the complete logo. Do not alter the size, weight or physical relationship of any of the elements-trimark, logotype, tagline or background. Only the CITGO Brand Communications Department has the authority or direction to modify or enhance the CITGO logo for specific campaigns or purposes.
• The CITGO logo is available in CMYK color formats for offset and/or Web printing. The ink combinations shown above are required to maintain the logo’s color integrity.
• Four-Color Process Color Formula ORANGE DARK RED 60% Magenta 100% Yellow 30% Cyan 100% Magenta 100% Yellow MEDIUM RED 5% Cyan 100% Magenta 100% Yellow CITG FUELING GOOD" Tagline and CITGO Logotype Registration and Registration BLACK BLUE 100% Black 100% Cyan 66% Magenta 2% Black
• Please exercise caution to portray the logo in the strongest representation possible at all times. Conflicting visual material, including underlines, drop shadows, shapes or textures weaken the impact of the CITGO brand and are prohibited.
• As a general rule, visual elements should be placed no closer to the logo than the width or height of the logo itself.
• (Exceptions: the identification Lubricants, other approved company taglines and www.CITGO.com. These must be placed no closer than 14-inch away from the logo.)
• NOTE: Never combine CMYK and PANTONE colors to create the CITGO logo or other elements using CITGO colors.
• Pantone Color Formula ORANGE DARK RED Pantone 158 Pantone 187 MEDIUM RED Pantone 185 CITG FUELING GOOD* Tagline and CITGO Logotype Registration and Registration BLUE BLACK Pantone 286 100% Black
• The CITGO logo is available in PANTONE color formats for offset and/or Web printing. The ink combinations shown above are required to maintain the logo’s color integrity.
• Four-Color Process Color Formula ORANGE DARK RED 60% Magenta 100% Yellow / 100% Magenta 30% Cyan 100% Yellow MEDIUM RED 5% Cyan 100% Magenta 100% Yellow CITGO / FUELING Gooo·\ CITGO Logotype Tagline and and Registration Registration White White
• Pantone Color Formula ORANGE DARK RED Pantone 158 / Pantone 187 MEDIUM RED Pantone 185 CITGO. FUELING GOO/ D CITGO Logotype Tagline and and Registration Registration White White
• Below are only a few restricted-use examples of the CITGO logo. Please contact the CITGO Brand Communications Department to clarify logo usage prior to display.
• Never place the CITGO logo within a shape.
• Never superimpose the CITGO logo on a heavy texture, background pattern or conflicting visual material.
• Never angle the CITGO logo without permission from the Brand Communications Department.
• Never stretch the CITGO logo to fit a specified area.
• Never place the CITGO logo side-by-side with another company’s logo. The CITGO logo should always have dominating presence.
• Never incorporate the CITGO logo with other design elements to create a new logo without permission from the Brand Communications Department.
• Never use the trimark symbol without permission from the Brand Communications Department.
• Never change the CITGO logotype.
• Never place the logotype to the side of the trimark without permission from the Brand Communications Department.
• The logotype may be used as a separate design element only in certain situations, and then only in CITGO blue or black. (i.e., canopy applications)
• The logotype may not be: • used in place of the complete trimark, • used in text, and/or • repositioned within the CITGO logo.
• When displayed as an independent design element, the logotype should be “dropped out” or used in negative form if the required CITGO blue or black are not available or appropriate.
• Should layout prevent the use of negative form, the logotype may appear in any color compatible with the design, providing there is sufficient dark-to-light contrast.
• General rules applying to trimark usage also apply to the logotype when used alone.

Additional Properties