American Petroleum co. Inc's Design & Brand Guidelines

www.amepricanpetroleumpr.com
Design
& Brand
Guidelines

American Petroleum co. Inc.
Corporate Brand Guidelines
Version: v1 // 2017

American Petroleum co, Inc.
Design and
Brand Guidelines
Table of Contents
Section 1
| Introduction
Page 4
Section 2
| Corporate logo
Page 6
Section 3
| Corporate Typography
Page 9
Section 4
| Corporate Color Palette
Page 13
Section 5
| Corporate Stationery
Page 17
Section 6
| Creative Briefs
Page 20

Section 1
Introduction

The Design Guidelines
These guidelines describe the visual and verbal elements
that represent American Petroleum co, Inc.’s corporate
identity. This includes our name, logo and other elements
such as color, type and graphics.
Sending a consistent and controlled message of who we
are is essential to presenting a strong, unified image of our
company.
These guidelines reflect American Petroleum co, Inc.´s
commitment to quality, consitency and style.
The American Petroleum co, Inc. brand, including the
logo, name, colors and identifying elements, are valuable
company assets.
Each of us is responsible for protecting the company’s
interests by preventing unauthorized or incorrect use of the
American Petroleum co, Inc. name and marks.

Section 2
Corporate Logo
The Logo Introduction
The Logo Application & Uses
Incorrect Logo Applications

American Petroleum co, Inc. Corporate Brand Guidelines
7 // 22
Logo Introduction
Our Logo is the key building block of our identity, the
primary visual element that identifies us. The signature is a
combination of the the symbol itself and our company name
– they have a fixed relationship that should never be changed
in any way.
The Logotype
Logo Dark Version
Logo Light Version

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8 // 22
Application
& Uses
Logo A Logo B Logo C
Please keep in mind the following principles:
1. Logo A is meant only for legal purposes (e.g.: invoices, fleet cards, documents, etc.)
2. Logo B is the company’s official logotype. It is used on all marketing and promotional materials (both internal and
external).
3. Logo B must be included in all co-branding efforts.
4. Logo C is used on the company’s stationery (where the full legal name accompanies it).
5. Logo C may also be used for marketing and promotional materials when preceded by Logo B (to avoid
repetition).
Incorrect Logo Applications
Dont´s
1) Do not place the logo type on 1 line
2) Do not invert the logo symbol
3) Do not alter the logo symbol
4) Do not alter the logo type style
5) Do not change the size relationship
between the logo symbol and logo type
6) Never separate the logotype and the
symbol
7) Never change the proportions of the
logo vertically or horizontally or alter the
appearance in any way

Section 3
Corporate Typography
Primary Font
Secondary Font
Font Hierachy

American Petroleum co, Inc. Corporate Brand Guidelines
10 // 22
The Corporate Fonts
and Typography
Typography plays an important role in communicating an
overall tone and quality. Careful use of typography reinforces
our personality and ensures clarity and harmony in all
American Petroleum co, Inc. communications. We have
selected Century Gothic and Tahoma, which helps inject
energy and clarity into the entire American Petroleum co,
Inc. communications, as the primary and secondary corporate
typefaces.
Primary Font
Century Gothic
Designer:
Monotype Imaging
-
The font
Century Gothic is a sleek sans-serif
typeface in a spacious geometric style.
It is supported by all major browsers
on the web and is therefore considered
a “safe” font to use for web design
as it will translate well across multiple
platforms.
It is available in six weights (Regular,
ExtraLight, Light, Semibold, Bold, Black)
in upright and italic styles.
Bold
Regular
Century Gothic
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
Type Examples
Century Gothic
Figures
Special
Characters
0 1 2 3 4 5 6 7 8 9 0
! “ § $ % & / ( ) = ? ` ; :
¡ “ ¢ [ ] | { } ≠ ¿ ‘
« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘
æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
√ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊
Font Download
Link
Direct Link:
http://www.911fonts.com/font/download_CenturyGothicRegular_4365.htm

American Petroleum co, Inc. Corporate Brand Guidelines
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The Corporate Fonts
and Typography (Ctd.)
Typography plays an important role in communicating
an overall tone and quality. Careful use of typography
reinforces our personality and ensures clarity and harmony
in all American Petroleum co, Inc. communications. We
have selected Century Gothic and Tahoma, which helps
inject energy and clarity into the entire American Petroleum
co, Inc. communications, as the primary and secondary
corporate typefaces.
Secondary Font
Tahoma
Designer:
Matthew Carter
-
The Font
Tahoma Family is one of Microsoft’s
most popular sans serif typeface
families. The original Tahoma Family
consisted of two Windows TrueType
fonts (regular and bold), and was
created to address the challenges of
on-screen display, particularly at small
sizes in dialog boxes and menus.
Tahoma is ideal for use in User Interface
scenarios and other situations requiring
the presentation of information on the
screen.
Bold
Regular
Tahoma
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
Type Examples
Tahoma
Figures
Special
Characters
0 1 2 3 4 5 6 7 8 9 0
! “ § $ % & / ( ) = ? ` ; :
¡ “ ¢ [ ] | { } ≠ ¿ ‘
« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘
æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
√ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊
Font Download
Link
Direct Link:
http://www.fontpalace.com/font-details/Tahoma/

American Petroleum co, Inc. Corporate Brand Guidelines
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Typography and
Text Hierarchy
Typographic hierarchy is another form of visual hierarchy, a
sub-hierarchy per se in an overall design project. Typographic
hierarchy presents lettering so that the most important
words are displayed with the most impact so users can scan
text for key information. Typographic hierarchy creates
contrast between elements. There are a variety of ways you
can create a sense of hierarchy. Here are some of the most
common techniques for American Petroleum co, Inc. layouts.
Context Text
and inner Headlines
Caption Text
American Petroleum co, Inc.
-
Tahoma Regular
6 pt Type / 9 pt Leading
Copy Text
American Petroleum co, Inc.
-
Tahoma Regular
8 pt Type / 11 pt Leading
Headlines
Copytext
American petroleum co, inc.
-
Century Gothic Bold
10pt Type / 10pt Leading
Headlines and
Typobreaks
Sublines
Sections
Big
Headlines
and Title
American Petroleum co, Inc.
-
Century Gothic Bold
15pt Type / 16pt Leading
American
-
Century Gothic Bold
34pt Type / 30 pt Leading
Sequencer
and Title for
Marketing
American
-
Century Gothic Bold
48pt Type / 48 pt Leading

Section 4
Corporate Color Palette
Primary Color System
Secondary Color System

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The Primary Color System
and Color Codes
Color plays an important role in the American Petroleum
co, Inc. corporate identity program. The colors below are
recommendations for various media. A palette of primary
colors has been developed, which comprise the “One Voice”
color scheme. Consistent use of these colors will contribute
to the cohesive and harmonious look of the American
Petroleum co, Inc. brand identity across all relevant media.
Check with your designer or printer when using the corporate
colors that they will be always be consistent.
Primary Color System
-
Explanation:
American Petroleum co, Inc. has three
official colors: Red and Orange. These
colors have become a recognizable
identifier for the company.
Usage:
Use them as the dominant color
palette for all internal and external
visual presentations of the company.
Primary Color
Red
-
Color Codes
CMYK : C000 M100 Y100 K000
Pantone : 2347 C*
Lab : 49 73 57
RGB : R237 G028 B036
Web : # ED1C24
*closest color at distance 31
Color Tones
100% 80% 60% 40% 20%
Primary Color
Orange
-
Color Codes
CMYK : C000 M075 Y100 K000
Pantone : 1655 C
Lab : 58 54 65
RGB : R234 G091 B012
Web : # F16521
Color Tones
100% 80% 60% 40% 20%
The Gradient Map
Location: 80.11
Location: 1.84

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The Secondary Color System
and Color Codes
Secondary Color System
-
Explanation:
The Secondary colors are
complementary to our official colors,
but are not recognizable identifiers for
American Petroleum co, Inc.
Usage:
Use them to accent and support
the primary color palette OR when
designing for our sister company:
American Quality Lubricants.
Secondary Color
Blue
-
Color Codes
CMYK : C100 M033 Y000 K020
Pantone : 3015 C
Lab : 43 -9 -41
RGB : R000 G107 B169
Web : # 0089CC
Color Tones
100% 80% 60% 40% 20%
The Gradient Map
Location: 1.84
Angle: 30
Location: 80.11
Seconday Color
Black
-
Color Codes
CMYK : C000 M000 Y000 K100
Pantone : Black C
Lab : 11 -1 1
RGB : R035 G031 B032
Web : # 231F20
Color Tones
100% 80% 60% 40% 20%

Colors are
one of the most
important things to
transfer a brand to
the customers.

Section 5
Corporate Stationery
The Company Letterhead
The Company Business Cards
The Envelope

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The Company
Letterhead
Parameter
Dimensions
Letter
8.5” x 11”
Print
CMYK
The Company
Letterhead
-
Explanation:
This shows the approved layouts with
the primary elements of the American
Petroleum co, Inc. stationery system of
the letterhead.
Usage:
The letterhead will be used for all
official communication that is going out
of American Petroleum co, Inc.

American Petroleum co, Inc. Corporate Brand Guidelines
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The Company
Business Cards
Parameter
Dimensions
Standard
3.5” x 2”
Print
CMYK
The Company
Business Cards
-
Explanation:
This shows the approved layouts with
the primary elements of the American
Petroleum co, Inc. stationery system
for business cards.
Frontside
Usage:
The business cards will be used for all
presentation and contact purposes.
Backside
The Company
Envelope
-
Explanation:
This shows the approved layout with
the primary elements of the American
Petroleum co, Inc. stationery system
for envelopes.
Usage:
The envelope will be used only when
sending official documents (e.g.
invoices) or when accompanied by the
letterhead.
Dimensions
#10
4 1/8” x 9 1/2”
Print
CMYK

Section 6
Creative Brief

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Creative Brief
Tier 1
Creative Projects
-
Usage:
This creative brief will be used when
working with all creative projects.
Creative Brief
Responsible for Project:
Date: 00.00.00
Project name:
Clear name for project
Output:
Type of deliverable
American
It needs to be self-explanatory and
precise.
Key dates:
Draft deadline:
1 st round of edits:
2 nd round of edits:
Final deliverables deadline:
Objective:
Why are we doing this?
Location:
Where is this going to be?
Situational Background:
What do you want this creative to promote?
You may give background on the business situation, opportunity, and competitive landscape.
Call to action:
Where should we lead them?
Examples: phone, e-mail, website, visit us, etc.
Co-branding:
Are we partnering with another company/brand?
Please share logos and contact information.
SPECS:
Share specific measurements and format requirements.
Market Dates:
When is it going to be published/exhibited?
Updates:
If not a new project, include necessary updates and changes here.
Addendum, including images and links:
All other information, images, reference or research.

American Petroleum co, Inc
El Poder
del Servicio.
Contact
Address
American Petroleum co, Inc.
Carretera 865
Kilómetro 0.2 Toa Baja
Puerto Rico, 00949
Phone & Fax
Phone: (787) 794-1985
Fax: (787) 794-1920
Online
Email 1: info@americanpetroleumpr.com
Email 2: viviana@americanpetroleumpr.com
Website: www.americanpetroleumpr.com