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Chevron Logo

Chevron Logo
Chevron Logo PNG

The proverb “As you name a ship, so it will float” is not just an empty word for big businessmen. A lot depends on the brand name: the target audience’s attitude, customer loyalty, and increased consumer interest. It’s good when the brand is promoted, and the name is on everyone’s lips. Nevertheless, a necessary element for organizing any business is creating a visual reference to the logo. The time comes, and the brand acquires a visual design, a graphic outline, which, at the slightest glance at it, instantly builds an associative array with the name and the offered products or services.

Nowadays, a logo solves many tasks, so not a single self-respecting entrepreneur will refuse the opportunity to remind customers of himself using bright and memorable symbols. Building an emotional connection with a client through a visual image is the main goal of a logo.

The path to creating a unique ideal image for a specific type of business activity is thorny and interesting in its way. Using the Chevron logo as an example, it becomes clear how important it is to define your business niche accurately, work with clients in the same cultural field and give feedback not only in the form of innovations in production but also to change the appearance as work on mistakes.

Meaning and History

Chevron Logo History
Evolution of the Chevron Logo

What is Chevron?

Chevron is the second-largest oil company in the United States. It is engaged in the extraction of oil and natural gas and the production of electricity, petrochemical products, fuels, and lubricants.

Today, the Chevron company is well known to Americans because its gas stations are located almost everywhere throughout the United States. The brand has gained credibility among competitors, customer loyalty, and great respect in entrepreneurship. And all because not only high-quality raw materials and excellent service provided by the staff but also high-quality design, developed identity made Chevron the flagship of the fuel industry.

1879 – 1906

Pacific Coast Oil Company Logo 1879-1906

The brand’s history begins about 100 years ago when The Pacific Coast Oil was founded in 1879. At the time, such a name was not surprising – the clear description at the base of the name provided simple information directly to the potential buyer. We can say that there was a certain tendency to call things by their proper names and not to call companies pretentious, bright and complex, unrelated words. In this case, the company positioned itself as the leader of the Pacific region, fixing the geographical names and representing the production area. The stylized lettering, corresponding to the time, reflected the graphic traditions of the visual design of American manufacturers. It was lettering and ornamental patterns that made the future market leader’s image conservative, pragmatic, and modern.

1906 – 1948

Standard Logo 1906-1948

Then there was a series of changes. There were changes in the general concept of the business model and a time of calm when the company adjusted to its image and developed during a difficult period for America. At the same time, Standard filling stations began to appear, focusing on the high quality of raw materials. In the context of the identity development, the manufacturer’s strategy was to add the word “Standard” and geometrically outlined forms of the letter “V.” Three multi-colored lines appeared with a characteristic curve in the middle, which resembled a chevron. The colors – blue, white, and red – layered one on top of the other, forming visually sharp wings or enlarged arrowheads. The blue caption above – “Standard” – was written in capital letters and did not stand out anymore.

1948 – 1969

Standard Logo 1948-1969

And again, the changes in the appearance of the brand happened in 1948. We removed the sidelines that held the three “V” together, made more visual white space, and added “Standard Basoline” on the top. This word was built into the general model of the conventionally called “wings” and resembled a bolt or plug that could plug a pipe. An interesting vision of the image is associated with a flag, chimney, or box, but these were the non-standard decisions of the management. And it knew exactly what it wanted to achieve from the logo – to attract customers’ attention and establish close partnerships.

1948 – 1969

Chevron Logo 1948-1969

A sharp change followed this in the concept of the logo. The first emblem was incorporated into the logo. It looked like an inscription in a circle connected with three V. It is worth noting separately that these V-shaped “wings” were framed by a shadow on the right side, which had not been graphically executed before. One way or another, the innovations have become very noticeable. The client’s focus shifted to the round “cap” of the logo. Perhaps it was just a tribute to the fashion of the visual culture of the time. After all, as you know, starting from the 50s, more and more rounded patterns began to be created, both in textiles and in architecture. Nothing prevented Chevron from picking up this trend, adding a new round in its graphic design. By the way, the circle didn’t just include Chevron Baselines, but there was also a fire on the V as if the wind had blown from the right and the flame had jumped to the left side. In general, the logo began to look like a magic ball with an installed leg or a light bulb. Impressions from him are ambiguous: the manufacturer loudly declares himself, in every possible way demonstrating his field of activity (fire, a light bulb that burns), but at the same time forgets about the rules of proportionality, relevance, and simplicity. Too many colors and details of different sizes. This attracts with its variegation but also repulses with a heap of details. This logo could not have been left unambiguously indifferent.

1969 – 2006

Chevron Logo 1969-2006

And again, there was a simplification of the logo. The leaders of the industry leader realized the mistake and decided to redesign the logo, reducing the style to a less pretentious and more formal one. Simplifying the logo has become a meaningful formalism. There are only two V letters in blue and red shades, “Standard” on top. Nothing remarkable, but the lettering that adjoined the top V made the top of the logo appear rounded. It cannot be said that the logo of that time evoked any emotions or associations: just a logo standard, just lines.

2006 – present

Chevron Logo 2006-present

The brand name and its logo must match each other. Therefore, Chevron has become a visual chevron and not a veiled symbolism of the company’s sphere of activity. Of course, one can agree that the name does not reflect the essence of the company, but rather the original logo dictated its own naming rules. But still, one cannot deny the victory of sincerity and simplicity over demonstrativeness and an exaggerated desire to stand out. Tasteful, neat, and laconic greetings from Chevron not only please the buyer’s eye, making him recognizable and unique at the same time, but also authoritatively declares: masters are masters because they know how to admit mistakes and do so better. It should be added that now the chevron logo is inscribed in a rectangle with a sharp end from below, and the white V line does not stand out at all but only hints at its presence. The font of the “Chevron” lettering has also changed, organically fitting into the overall concept of the logo. The logo can be called solid, solid, and self-sufficient because all elements are connected by meaning and form. In 2005, according to the tradition of visual graphics of that time, it was decided to add a gradient to blue and red colors and “wrap” the letter V. On top, the inscription “Chevron” became less sharp because the font changed, which seemed more attractive and visually less conformable…

Font and Colors of the Emblem

Chevron Emblem

The current emblem was based on the 1969 emblem. A common design vision unites them, yet the “muted” font, soft color palette, and 3D effect add completeness and conformity to modern identity trends.

Chevron Symbol

The typeface bears similarities to Myriad Pro-Bold, which was designed by Robert Slimbach and Carol Twombly for Adobe. At least the “h” has been changed because its top has been beveled to give a better size next to the capital “C.” Talking about color, there is no ambiguity or doubt – blue and red shades on a white background form folded acute-angled V, in some places of the fold a blurred gradient is obvious.