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The pictograms guidelines
The pictograms Guidelines - May 2019 1
A pictogram style has been developed that mimics the graphic features — curves and straight lines — of the Total logo typeface.
As a result, our proprietary pictogram style helps boost brand recognition.
Total has created a line of pictograms that is uniform in style.They can be placed on either a transparent (1) or acolor background to accommodate various media.
Transparent background
In the latter case, the pictogram objects are drawn using white lines.The solid color background on which the pictogramis set can be either a square (2) or a circle (3).
3
Round solid background2 Square solid background1
The pictograms
/ Technical Description
The pictograms Guidelines - May 2019 2
The grid below establishes a standard layout byspecifying the maximum amount of space a pictogrammay occupy
Maximumdimensions
A minimum size of 6 mm is required for readability.
6 mm 6 mm
Layout grid Minimum size
Squarebackgroundshape
Roundbackgroundshape
The pictograms
/ Technical Description
The pictograms Guidelines - May 2019 3
The pictograms / Using Color
To promote consistency and recognition, pictogramsshould be red, the color with which Total is identified,or placed on a red background whenever possible.
However, to meet esthetic and/or practical needs,they may be produced in color, provided that a Level2 color is used (see page 6: Rules for Using Color).
Pictograms may not be produced using ! Level 3 colors. !
The pictograms Guidelines - May 2019 4
The pictograms / Activities
Exploration & Production
Gas & Power
Offshore Platform Onshore FPSO Barrel 1 Barrel 2 Barrel 3
Liquefactionregasification 1
Liquefactionregasification 2
Spherical LNGcarrier 1
Spherical LNGcarrier 2
Membrane LNGcarrier
Gas
A first set of pictograms has already been createdto illustrate Total’s activities and cross-functionaltopics.
Before creating new ones, make sure that they are notalready in the works by clicking on the brand center’s“Contact” tab and filling out the form.
1 Generic pictogram for the activity2 Additional pictograms
1 2
1 2
The pictograms Guidelines - May 2019 5
The pictograms / Activities
Trading-Shipping
New Energies
1 Generic pictogram for the activity2 Additional pictograms
Oil tanker 1 Oil tanker 2 Spherical LNGcarrier 1
Spherical LNGcarrier 2
Solar Biomass
1 2
1
Membrane LNGcarrier
ou
or
The pictograms Guidelines - May 2019 7
The pictograms
Marketing & Services
Raffinage-Chimie
Integrated complex
Service station Fuel pump
SpecialtyChemicals
BaseChemicals
Petrochemicals
1 Generic pictogram for the activity2 Additional pictograms
1 2
1 2
Fueltransportation
4-wheel drive Sedan Engine oils andlubricants
ou
ou
/ Activities
The pictograms Guidelines - May 2019 6
The pictograms / Topics
Cross-Functionnal Topics
Earnings - Finance
Global Reach Research &Development
CreativityInnovation
Workforce 1 Workforce 2
Capitalexpenditurein euros
Capitalexpenditurein dollars
Revenue &net incomein dollars
Revenue &net incomein euros
The pictograms Guidelines - May 2019 8
Les pictograms / new
The pictograms Guidelines - May 2019 9
The pictograms Guidelines - May 2019 10
