Identity Guide and “Gradients” Campaign Direction...This is the ARCO identity. To maintain consistent and correct usage, the ARCO identity should never be altered. Definition The

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Identity Guide and “Gradients” Campaign Direction Version 4, January 2021

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One Brand, One VoiceCreated 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.

This guide provides helpful tools for brand and campaign direction. If you require brand assets or have questions regarding correct or incorrect usage, please contact the ARCO Brand Management Department at (562) 495-6924 or [email protected].

Welcome

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Table of Contents

2 Welcome

3 Table of Contents

4 Building Our Brand

5 Marketplace

6 2-Color Preferred Use

7 1-Color Use

8 Black & White Use

9-10 Incorrect Use

11 Isolation

12 Color & Color Equivalents

13 Primary Typeface

14 Secondary Typeface

15 Type Comparison

16 TOP TIER™ Designation

17 Brand Specifications and

Approved Disclaimer

18 Our History

19 Campaign Direction “Gradients”

20 Look & Feel

21 Let’s Talk TOP TIER™

22 Out-of-Home Examples

23 Point-of-Purchase Examples

24 Proportions

25 Placement

26 Campaign Identity Isolation

27 Campaign Typeface

28 Type Comparison

29 Acquiring the Campaign Typeface

30 Typesetting Example

31 Digital Color Reproduction

32-33 Print Color Reproduction

34 Available Video Bumpers & Slates

35 Close

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ARCO has TOP TIER™ gas thatexceeds EPA minimum standards

to keep engines clean and improve engine performance,

optimizing fuel economy

ARCO has quality TOP TIER™ gas for less.

HonestSmartWittyReal

Brand Voice KeySupport Points

ARCO’s Point of Differentiation

Building Our Brand

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.

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Collateral

Mobile and On-line Advertising

Websites Out-of-Home

TelevisionPoint-of-Purchase

Social MediaSponsorships

ARCOStation Experiences

Radio

Marketplace

It’s important for the ARCO brand to be recognized instantly. Our branding and messaging are, and should be, plentiful and consistent across many platforms. Here are just a few of the media avenues where we can be found.

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This is the ARCO identity.

This is our preferred mark, which is used on all current marketing efforts.

To maintain consistent and correct usage, the ARCO identity should never be altered.

DefinitionThe 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.

2-Color Preferred Use

PMS 286C / PMS 485C on white

PMS 485C on white (No other spark color may be used) PMS 485C on ARCO blue

White / PMS 485C on ARCO blue

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The ARCO identity and spark are registered symbols and must always include a registration mark as shown.

When 2-color reproduction is not an option (e.g., silk screening or vinyl graphics), using the 1-color version is permitted. Please note the all-white logo may be used on any dark-colored background; however, black or ARCO blue is preferred.

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 by itself may only be used in ARCO red.

1-Color Use

PMS 485C on white (No other spark color may be used) White on black

PMS 286C on white White on ARCO blue

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Black & White Use

100% black on white 100% white on black

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acceptable

Placing the ARCO identity over a photo is acceptable as long as the background image offers a clean, uniform area that is free from intrusive elements. Shown are acceptable and unacceptable examples. Please also remember to adhere to the area of isolation around the identity.

Incorrect Use

acceptable unacceptable

unacceptable

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Incorrect Use

The ARCO identity has been developed for maximum impact and readability. Please do not alter it in any way or change the relationship of its elements.

Here are some examples of misuse.

These examples do not necessarily represent all possible cases of unacceptable use. Do not change the color.

Do not stretch or distort.

Do not create your own logo.

Do not resize any elements.

Do not outline.

Do not reconfigure elements.

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XX

X

X

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X

1/2 X

1/2 X

1/2 X

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XX

X

X

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X

1/2 X

1/2 X

1/2 X

Maintaining a clear space around our logo keeps us distinct and easily recognizable. This space should be kept clear from other intrusive elements such as headlines, text, graphic elements or imagery.

This example demonstrates the preferred 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.

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.

Shown above is a perfect example of appropriate use and application of the ARCO spark.

Isolation

Preferred May be used only when the primary identity is also represented nearby.

Alternate for AdvertisingFor use with approvals only.

Alternate for AdvertisingFor use with approvals only.May be used only when the primary identity is also represented nearby.

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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.

DrawdownsWhen 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.

ARCO Blue PMS 286 C

100 / 60 / 0 / 6

25 / 70 / 141

Name:Spot Color, Pantone Matching Systems (PMS)

Process Color (CMYK)

RGB

ARCO WhiteOpaque

0 / 0 / 0 / 0

255 / 255 / 255

ARCO RedPMS 485 C

0 / 100 / 91 / 0

224 / 39 / 38

Color & Color Equivalents

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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.

Primary Typeface

Helvetica Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Helvetica Regular


Helvetica Light


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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.

Always avoid using or substituting other typefaces.

Secondary Typeface

DIN Bold


DIN Regular


DIN Light


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Type Comparison

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.

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TOP TIER™ Detergent Gasoline is a premier standard for gasoline performance that was established and recognized by nine of the world’s top automakers. TOP TIER™ gas helps drivers avoid lower-quality gasoline that can leave deposits on critical engine parts, which reduces engine performance. General Motors owns the registered trademark, which allows them final clearance and approval of usage.

TOP TIER™ Registered TrademarkThe phrase TOP TIER™ is TOP TIER Trademark in the U.S. and when used in the context of gas quality or gas certification the words must always be executed in all capital letters with a trademark symbol after TOP TIER™.

TOP TIER™ Legal RecognitionWhen using TOP TIER™ on any form of communication, acknowledgment of the TOP TIER™ designation and URL must be included. To learn more, visit toptiergas.com.

TOP TIER™ LogoThe TOP TIER™ logo must always be in the coloring as it appears in the retailer’s license: green, black or white – please see example below.

ARCO paired with TOP TIER™

The ARCO brand and TOP TIER™ must not be used side by side, as it cannot be understood as one entity. To ensure the communication standards are met, a modifier must separate the two. For instance: “ARCO has quality TOP TIER™ gas for less.” and/or “ARCO. Quality TOP TIER™ gas for less.”

TOP TIER™ Designation

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FOR LESS SubstantiationA quarterly OPIS pricing studysubstantiates all marketing claims with the“FOR LESS” message. Placements like thewebsite house the full-length disclaimerwith the dates and markets included. Allother materials must include the shorter-form disclaimer, which directs to arco.com.Use of an alternative or abbreviated formof the disclaimer is up to the discretion ofthe ARCO Brand Management Department.

ARCO Brand Specifications:ARCO must be in all caps and never italicized.

Tesoro Copyright:©[CURRENT YEAR] Tesoro Refining & MarketingCompany LLC

Long-form Disclaimer:1 Website and Consumer-Facing Collateral

English*:Average Savings based on March 2019 – March 2020 OPIS Price Survey weighted average industry differential street price amongmajor brands for all three gasoline grades in the following marketing areas: Los Angeles, San Diego, Bakersfield, San Francisco,Sacramento, Stockton, Fresno, Portland, and Seattle. To learn more, visit toptiergas.com.©[CURRENT YEAR] Tesoro Refining & Marketing Company LLC

Spanish*:El promedio de ahorro es basado en una encuesta OPIS de Precios de la Industria del March 2019 – March 2020, basado en lospromedios y diferencias de precios de venta de las marcas principales, en todos sus tres grados de gasolina en los mercados delas áreas siguientes: Los Angeles, San Diego, Bakersfield, San Francisco, Sacramento, Stockton, Fresno, Portland y Seattle.Para más información, visita toptiergas.com.©[CURRENT YEAR] Tesoro Refining & Marketing Company LLC

*OPIS markets represented reflect 2014 survey territories. Markets may change, check with Marketing Department.

Short-form Disclaimer:1 Digital Display, POP, OOH, Radio and TV (super on screen)

English:See arco.com for details. To learn more visit www.toptiergas.com.©[CURRENT YEAR] Tesoro Refining & Marketing Company LLC

Spanish:Ve a arco.com para más detalles. Para más información, visita www.toptiergas.com.©[CURRENT YEAR] Tesoro Refining & Marketing Company LLC

1These disclaimers are suggestions only and are to be used in Tesoro’s marketing territories. Final review and approval to be provided by ARCO Brand Manager

ARCO Brand Specifications and Approved Disclaimer

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Our History

ARCO was formed in 1966 and is best known for its undeniable reputation for value. The Atlantic Richfield Company, however, has a heritage dating back to 1866. At the right, you’ll see a brief historical evolution of our brand.

Please do not use any historical identifiers or tag-line lock-ups.

In 1917 the First Richfield Oil Company gas station opened in Los Angeles and was identified by its bold eagle trademark.

The fledgling Atlantic Petroleum Storage Company was founded in 1866.

In 1966 Atlantic merged with the Richfield Oil Company, forming the Atlantic Richfield Company and the acronym ARCO. The modern identity was designed by Bauhaus artist, designer and architect Herbert Bayer.

In 2013 the current ARCO identity was refreshed and given a more current appearance.

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Campaign Direction

“Gradients”

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Look & Feel

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.

When presented as a billboard, point-of-purchase or Web banner, all campaign elements are equally effective and recognizable. 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.

These references are only applicable in Tesoro marketing territories. Final review and approval of all creative must be provided by the ARCO Brand Manager.

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Let’s Talk TOP TIER™

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.

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:


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Out-of-Home Examples

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Point-of-Purchase Examples

Gradient colors shown here are not color correct and

are pre-press reproduction colors. Do not use this

as a color guide.

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Proportions

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.

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Smile. You’re getting TOP TIER™ gas.

TOP TIER™ gas exceeds EPA minimum detergent requirements to help clean your engine and maintain optimal performance.

To learn more, visit www.toptiergas.com. Savings based on independent retail price survey. See arco.com for details. ©2014 Tesoro Refining & Marketing Company LLC

Placement

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.

X X1.5X

Primary

100%

Secondary

50%

1.5X

Z = Z

Z = Z

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X

1/2 X

1/2 X

1/2 X

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Smile. You’re getting TOP TIER™ gas.

TOP TIER™ gas exceeds EPA minimum detergent requirements to help clean your engine and maintain optimal performance.

To learn more, visit www.toptiergas.com. Savings based on independent retail price survey. See arco.com for details. ©2014 Tesoro Refining & Marketing Company LLC

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X

1/2 X

1/2 X

1/2 X

Campaign Identity Isolation

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.

Preferred Advertising Use

For use with approvals only.

Incorrect placement.

The identity does not align on the bottom and right margins. This will create a finished unbalanced appearance.

Correct placement.

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Campaign Typeface

DIN NEXT LT ProThe 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


DIN NEXT LT Pro Regular


DIN NEXT LT Pro Light


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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.

ARCO Campaign Typeface

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.

Type Comparison

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Acquiring the Campaign Typeface

The name of our font, DIN NEXT LT Pro, differs from the name that is available for purchase. Be assured the typefaces are identical. You can find the DIN NEXT Devanagari family at the URLs to the right and may purchase the family set or individual typeface by weight.

DIN NEXT Devanagari FAMILYhttp://www.linotype.com/1165917/DINNextDevanagariFamilyPack-product.html

DIN NEXT Devanagari BOLDhttp://www.linotype.com/1149133/DINNextDevanagariBold-product.html

When selecting the hyperlinks above, you may see Devanagari script letter forms. Do not be alarmed. Simply

type sample text into the copy field (shown below) or select Basic Latin from the character map pull-down and

traditional Roman letter forms will appear.

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TOP TIER™ gas exceeds EPA minimum detergent requirements to keep engines clean and improve engine performance, for optimized fuel economy.

Typesetting Example

100% HeadlineDIN NEXT LT Pro Boldtype 55ptlead 65pttracking -30pt

50% SubheadDIN NEXT LT Pro Boldtype 27.5ptlead 32.5pttracking -10pt

Body CopyDIN NEXT LT Pro Boldhead 12pttracking 0pt

DIN NEXT LT Pro Lightbody 9ptlead 12.8pttracking 0pt

What is TOP TIER™?The gasoline standard recommended by nine

of the world’s top automakers, TOP TIER™ gas

exceeds EPA minimum detergent requirements

to keep engines clean and improve engine

performance, for optimized fuel economy.

Why TOP TIER™?Lower-quality gasoline can cause sludge

buildup and corrosion in your engine’s most

critical parts. ARCO has TOP TIER™ gas that is

blended with a high-quality additive that helps

protect these components.

TOP TIER™ gas for less. For many years, ARCO has built an undeniable

reputation for value. We know that our customers

also have high expectations for gasoline quality.

Simply stated, motorists seek high-quality gas

at an affordable price. And at ARCO, we have

TOP TIER™ gas for less.

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Digital Color Reproduction

The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for digital RGB.

Digital RGBYou 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 Blue 3 / 47 / 170

ARCO Blue 25 / 70 / 141

ARCO Red 224 / 39 / 38

ARCO Blue 0 / 193 / 243

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Print Color Reproduction (1 of 2)

The “Gradients” campaign is reproduced in four distinct color profiles—digital and print. Please follow these instructions for print CMYK.

Print CMYKYou 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 Blue 3 / 47 / 170

ARCO Blue 0 / 193 / 243

ARCO Blue 25 / 70 / 141

ARCO Red 224 / 39 / 38

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Available Gradients

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Print Color Reproduction (2 of 2)

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

[email protected]

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Available Video Bumper & Slates

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

[email protected].

Static Title Card HD (1920x1080)

Animate Identity HD (1920x1080)

Static Title Card Standard (720x486)

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Thank you for taking the time to review and to adhere to this style guide. If at any time you have a question regarding correct or incorrect usage or require brand assets, please contact the ARCO Brand Management Department at (562) 495-6924 or [email protected]

Please be sure you are using the most current guideline materials.Version 4, January 2021

©January 2021 Tesoro Refining & Marketing Company LLC

Documents

Identity Guide and “Gradients” Campaign Direction...This is the ARCO identity. To maintain consistent and correct usage, the ARCO identity should never be altered. Definition The