Staroil brand manual by tag studios

STAR BRAND MANUAL

STAR IDENTITY GUIDELINES for channel affiliates and Star-certified individuals even further...

STAR BRAND MANUAL

© Copyright 2014 Tag Concepts. All Rights Reserved The colors shown here and throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.

This brand manual may be futuristic in its presentaion and depiction of brand elements. It is meant to be a guide for the business in whatever we want to embark on. The CD (Compact disc) affixed in this manual contains everything that has been designed in this brand manual in AI (Adobe Illustrator) version for easy editing and usage. You may make changes to these designs as you deem fit but with consultation with the brand developer so as to conform with the trends and technology herein envisaged. All copy or images that may be used in illustrations are for such puroses only and should not be redistributed as owned by the business. also fonts that may have been used in developing any of these documents may be on sale and IMC must purchase these legally from the stated source.

To avoid confusing users, customers and any recipients of our communication, we ask you to make sure that any old versions of the IMC logo are removed and replaced with the new and updated version. There is of course no way you can exemplify every possible situation that might occur for improper brand usage – so good judgement is the key factor here. Try to understand the basic principle, so you can make educated guesses in your decision-making, or simply contact the IMC Marketing Department when in doubt. Avoid situations where you twist, spin, turn or in any other way corrupt the logo and its elements. Another rule of thumb is not to put the logo in circumstances where it’s hard to see.

STAR BRAND MANUAL

CONTENT 05 06 07 08 09 10

Background Introduction, Our Vision, Our Mission The Brand, Corporate Values Our Look and feel The Brand Platform Our Brand Personality Branding the Core

13 14 15 16 17 18 19 20

Brand Signature Wordmark, Symbol Brand Promise The Logo Logo Specification Logo Application Logo with tagline Typeface Branding the core

22 23

COLOR Core Color palette Core color palette

25 26 27

VISUAL LANGUAGE The master arch The growth arch The galaxy

CORPORATE COLLATERAL 29 Stationery 30 Stationery 31 Press Release 32 Product Flyers 33 Product Posters 34 Powerpoint templates 35 Signage 36 T-Shirts 37 Polo Shirts 38 Mugs 39 Clothing accessories 40 Others 41 Vehicle branding

ENVIRONMENT BRANDING Interior & Exterior branding

58 59 61

WEB & SOCIAL MEDIA Web design Web content Key considerations for social media

63 64 66

FILLING STATIONS Branding the tills Stations at day Stations at night

ADVERTISING 43 The way we communicate 45 Template 46 Billboard 47 Pullup banner PHOTOGRAPHY 49 Creative direction 50 Art Director 53 Incorrect imagery

STAR BRAND MANUAL

BACKGROUND

STAR BRAND MANUAL

INTRODUCTION The aim of the Star brand manual is sim- wording. ple enough: we want to help you help us communicate. By following the guidelines presented in this Whenever a star product appears in manual, and by simply doing things the print, online or even on film, a numway we do them, you will help us comber of key identifiers come into play: municate our brand and our products fonts and logos and their colors and in a clear, effective way. placement, graphical components and their respective uses, even tonality and

VISION

MISSION

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STAR BRAND MANUAL

OUR BRAND

CORPORATEVALUES

Our brand is Star: a dependable partner, a faithful companion, a loyal friend. We believe in quality and aspire to excellence in everything we do. Our motivation is to reward all our stakeholders for their loyalty and trust, and to build a first-class, world class oil marketing group. Driven by this vision, we lead by example, taking our customers and stakeholders even further, with our people, our process and our performance.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi Passionate to Serve We are dedicated to achieving the highest level of service at all times. Culture of Excellence We have unbending determination to achieve excellence in everything we undertake. Serving the Community We value community highly. Our values inspire us to give back to the community and to compete fairly.

STAR BRAND MANUAL

OUR LOOK & FEEL A comprehensive visual system In keeping with our updated brand approach, we’ve created a complete set of design guidelines. These guidelines are intended to ensure consistency over just about every instance of customer contact. How? By building a deeper and more emotional connection to our customer. It’s subtle, yet so tangible when executed properly. That’s why it’s our duty as keepers of the brand to protect, support, and communicate our brand clearly and consistently in everything we say and do. Do this and the strong, positive perceptions created will drive customers to our pumps. The core design elements are the essential visual elements of our brand — the star logo, typefaces, color palettes, imagery, and graphics — and are the starting point for any star communication.

COLOR TYPOGRAPHY

VISUALS POWERPOINT PRESENTATION

OUR CORE IDENTITY

OUR LOGO EMAIL SIGNATURES

INTERNAL COMMUNICATION

STATIONERY

STAR BRAND MANUAL

THE BRAND PLATFORM A brand may be compared to a personality. Before we can build a reputation in the minds of our consumers, we must understand what principles define us. Close to our heart are drivers that describe our highest ideals. Our brand essence is the heart of our personality. The outer layer describes the ‘hygiene factors’ – basic requirements of an oil brand. The closer we get to the centre, the more power our ideas have to differentiate our brand from our competitors. While basic competence is in demand, it is not enough to stand above our competitors. To

establish a truly differentiated market position, the star brand will lead, and become the benchmark for our industry. We have drivers that: 1. May be expected of any oil marketing company 2. May be uncommon in our market and will help to make us more competitive 3. Will build upon our existing reputation in oil marketingservices The essence of our brand is COMPETENCE. It describes a personality that satisfies our consumers’ expectations with conscious ease.

STAR BRAND MANUAL

OUR BRAND PERSONALITY Male – A responsible persona, with stylish presence and an alluring appeal. Proactive – A quick-thinking, decisive posture, exhibited through a can-do spirit Charismatic – A magnetic karma, with allembracing positivism Caring – A dependable companion, with a keen spirit of service

Reason to Believe

Our Customer Our Customers Feel: Welcomed – Warmly received with comfortable confidence, putting you at ease Understood – Recognition of your potential, value and ambition Empowered – You define your future with our support every step of the way

Progressive oil marketing solutions – Our solutions deliver results

Non-customers feel our customers are: Current – In tune with innovation and leadership

A service that believes in me – A customized, committed approach for each aspiration

Vibrant – Positive, confident and high- spirited

Involved in my community – We touch lives in important and meaningful ways

Capable – Skilled, dynamic, resourceful and successful

High performance expectations – We deliver beyond expectations Global best practice – We work with international standards for everything we do 9

STAR BRAND MANUAL

BRANDINGTHE CORE Star – even further... The Star brand has become a success by growing and evolving over more than a decade of consistent excellence by its employees. Typical of all growing brands, it is imperative to gain an understanding of the foundation of the brand’s success: the vision, the inspiration, the core competencies, and the persona of the brand. THE REBIRTH As a brand, we have been strentghened through a number of phases: • Creation of a vibrant corporate identity; • Development of a unique corporate personality; • Clarification of our service and benefits to customers; • Development of a brand platform, standards and brand guidelines; • Establishment of guidelines for messaging; • Establishment of a consistent co-branding platform to reflect our warm, youthful and vibrant brand personality. These activities are all vital for the continued growth and success of Star. They also 10

serve as critical determinants for understanding the behaviours required to raise the value and impact of the brand. The vision was crystallised into a mission, with the development of a competitive brand idea:, to become a world-class company, providing superior returns for the key stakeholders, including customers, shareholders, employees, and regulators. For our audiences, our brand represents quality and excellence as standard attributes. Brands that gain the nirvana status, and achieve dominance are those that affect behaviour. To the Star vision, a careful blend of rational considerations, and an aspirational and emotive offering. This is captured in the our tagline, “even further...”. Market dominance is not all about sleekness and sloganeering. The communication should match actual service delivery. This is the ultimate determinant of the ‘even further...’. Customers’ experiences with our brand must always confirm our brand promise.

Some success could be chalked through aggressive marketing communication. However, greater success and appeal can be achieved if all employees, partners and owners of the Star brand embrace a culture that would inspire positive associations with our brand. WELCOME TO A NEW BRAND OF EXPERTISE – ‘UNCONSCIOUS COMPETENCE’ At the heart of our drive towards excellence and the highest ideals is a spirit of “unconscious competence”. This conviction reflects a brand personality that exceeds the expectations of our customers and other strategic publics with remarkable and seemingly effortless ease. Our positioning is premised on the belief that every employee has a responsibility for the well-being of the brand, and that our brand promise can and should be attained by every employee.

STAR BRAND MANUAL

An internal customer service orientation can significantly change employees’ perspectives and behaviors. We believe that orientation can be used to leverage our technology, loyalty, and the credibility of the brand. Taking the Star brand in this direction requires a genuine spirit to excel from every employee, across all levels of our organization. An aspirational positioning has been crafted for how the brand should be perceived and understood. The Star brand notion is enriched by a fresh corporate image.

The attraction of the Star brand is built on sound pillars: • a drive to exceed expectations; • desire to work with integrity; • passion for service; • a culture of inspired excellence, and • commitment of service to the community. The Star brand also represents: • Trust, dependability and loyalty; • A spirit of excellence; • A motivation to reward all stakeholders; • Leadership by example, and • A quest to deliver world class quality service and a quest to take our customers and stakeholders “even further...“

STAR BRAND MANUAL

BRAND SIGNATURE

STAR BRAND MANUAL

WORD MARK/SYMBOL Our brand name is made up of one word: ‘star’. Star ‘star’ is rendered boldly in lower case type, reflecting the strength and capabilities of the firm. Its upward and unbending trait is a reflection of the upright and honest nature and innovative posture of the brand.

Symbol The brand icon (The Opening Star) the star opens up in origami nature exposing even a detailed pattern beneath the surface signalling the tedious effort in the find for oil; reaching deep down the earth beyond the surface.

STAR BRAND MANUAL

BRAND PROMISE To successfully position the star brand in the market, a brand proposition was developed to convey the brandâ&#x20AC;&#x2122;s dynamic culture of excellence. Our brand aspires to a higher standard. Our brand promise has been shaped by the following notion of excellence: A new level of service A new level of support A new level of products star - even further. We aspire to taking you even further with our services and products.

STAR BRAND MANUAL

THE LOGO

Blue is of trust, honesty and loyalty. It is sincere, reserved, reliable and responsible. This color exhibits an inner security and confidence. You can rely on it to take control and do the right thing in difficult times. It has a need for order and direction in its life, including its living and work spaces. It is a giver, not a taker. It builds strong trusting relationships. Blue is persistent and determined to succeed in whichever endeavors it pursues. Yellow relates to acquired knowledge. It is the color which resonates with the left or logic side of the brain stimulating our mental faculties and creating mental agility and perception. Yellow is the color of new ideas, helping us to find new ways of doing things. It is the practical thinker, not the dreamer and can awaken greater confidence and optimism. Yellow is the great communicator, it is related to the ego and our sense of self worth. The icon - the opening star revealing an even more defined star

STAR BRAND MANUAL

LOGO SPECIFICATIONS Never redraw or alter the logo, including the placement and size relationship of its letter or “the Opening star”. Doing so weakens our identity • Use authorized artwork from attached disc Clear space • Always maintain clear space around the star signature to protect the logo from distracting graphics or typography. • For the signature, measure clear space by the width of the top-right arch of the star for vertical space, and an apporpriately angled version for horizontal spacing. • For the distance between right most tip of the star and the left most tip of the “s” measure as seen in the diagram on the right. • Never allow typography or other elements to “invade” the signature or the symbol. Minimum size The star signature reproduces well at almost any size. Going too small, however, can damage the logo’s integrity – and effectiveness. So please never reproduce the signature:

Logo color When the logo appears on a white background, use our primary, authorized star medium blue (PANTONE® 285 C).

Logo without brand promise 5cm

Logo with brand promise 5cm

STAR BRAND MANUAL

LOGO APPLICATION Alternative color backgrounds • Our primary, authorized star blue (PANTONE® 285 C) is preferred when you need a blue background. When using blue as a background, type remain white and blues in the icon remain white while lighter blues are at 50% transparency yellow angle remains yellow. • When the star logo is used on a color background that is in equal value or brighter Do not use the old logo The star logo has been revised and refined. Make sure to use the new version of the star logo. No other colors Do not use colors other than the defined star colors. Never place the logo on images or gradient backgrounds.

than PANTONE® 285C, reverse the logo out to white. Logo execution Variations of the star identity are strictly limited to black and white and inverted representations of the identity as specified in the ‘Alternate Applications’ section. The signatures below should NEVER be used to represent our brand. Logo stays the same Never reshape or break up the logo. If it does not fit your design, redesign. The shape and whitespaces come first. Stay flat Do not use 3D. Do not use shadows, bevels or in any way create an illusion of depth in any material. 17

STAR BRAND MANUAL

LOGOWITHTAGLINE Taglines Taglines are an integral part of conveying a brand image. To maximize its impact and to preserve its unique status, please: Never use it alone or linked to a product or service. Don’t change the lockup (how it’s positioned with our logo). Please, never ever create taglines and, don’t use any tagline other than our authorized tagline in any advertising or marketing materials. For authorized, original artwork for the approved logo and tagline lockup, refer to the attached Compact Disc. Subsidiary & Department Locked-up type treatments let departments and subsidiaries identify themselves in ways that are consistent with the star brand. Below are acceptable examples of how to lock up department or subsidiary names to our star logo, as well as how to separate the artwork.

oil

STAR BRAND MANUAL

TYPEFACE An easy way to add personality to all communications is through the use of typography. Use typeface, type size, and type weight wisely to establish a clear hierarchy of information. You’ll be amazed at the results you can get.

Heading 1

AaBbCc1234

The chart below demonstrates a range of weights of Myriad Pro that may be applied to IMC–branded materials. Type selections should always be: Relevant to the particular mood or emotion desired • Supportive of selected brand or product imagery

Heading 2

AaBbCc1234

Heading 3

AaBbCc1234

MARKETING COMMUNICATION

ELECTRONIC COMMUNICATION

OFFICE COMMUNICATION

Our font family for advertising, stationery, and exhibition materials is MYRIAD

Our font family for electronic view eg. website, electronic presentation etc is ARIAL

Our font family for administrative work in the office is VERDANA

ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrst uvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUV ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrst W X Y Za b c d e f g h i j k l m n o p q r s t uvwxyz1234567890 uvwxyz1234567890

STAR BRAND MANUAL

BRANDINGTHE CORE WHAT’S IN A NAME? A WHOLE LOT!

INTERNAL CUSTOMER CARE

Our name should serve as a constant clarion call for all employees to uphold the highest ideals of faithfulness, trustworthiness, and transparency in their dealings with all customers, employees and other stakeholders.

Brands live and prosper, or suffer and die by their reputation. People love to talk about life experiences and people they encounter each day. The best way to get people telling stories about our brand is to exceed expectations.

Our name is an entreaty to all employees to be confident, bold, firm and fair to all, in their professional and personal lives. OUR BRAND, OUR PEOPLE Every great organization is the lengthened shadows of its employees. To continue to be the industry benchmark, our people necessarily have to consistently be the best. We hire the best and keep only the best! Our employees are expected to be at the cutting edge, through constant renewal and relevant professional development.

Our people are organic billboards for the Star brand. Our brand’s internal focus is on how best to enhance our service delivery amongst our various service lines and departments, whilst exuding the spirit of our brand. Our service model draws on our entire brand platform, and promotes interdepartmental cooperation and cohesion, using our people as a communication channel. We believe in people and we believe in excellence. By achieving a new standard of collaboration, consistency and competence internally, we will exhibit the brand- adequate behaviours that will translate into taking our customers to an “even further...“ service.

STAR BRAND MANUAL

COLOR SPECIFICATION

STAR BRAND MANUAL

CORE COLOR PALETTE starâ&#x20AC;&#x2122;s core colours have been carefully chosen to help differentiate our brand. Our brand colour is vibrant and signifies freshness and growth.

Star Purple (purple) Our core colour palette consists of a deepish light deep blue (referred to as star blue). Green is an outstanding colour, and was chosen for its unique characteristics.

star Yellow (Yellow) star Yellow (sunrise yellow) offers a natural counterbalance to the blue.

RGB Equivalent 108R, 48G, 145B

RGB Equivalent 255R, 193G, 14B

CMYK Equivalent 71%, 97%, 1%, 0%

CMYK Equivalent 0%, 25%, 99%, 0%

Hexadecimal #6C3091

Hexadecimal #FFC10E

STAR BRAND MANUAL

CORE COLOR PALETTE Spot Colour Special ink colours. It is preferred that the PANTONE MATCHING SYSTEM® spot colour equivalents are used wherever possible. PANTONE® is the global standard colour matching system and PANTONE® spot colour inks offer consistency, saturation and luminosity not achievable with CMYK process inks.

RGB Equivalent 108R, 48G, 145B Hexadecimal #6C3091

RGB Equivalent 255R, 193G, 14B Hexadecimal #FFC10E

Process Colour CMYK ink colours. For use in printed material where special inks are not possible, e.g. magazine advertising CMYK process printing simulates colours by overlaying tints of cyan, magenta, yellow and black inks. This process is used in most commercial printing for economical reasons, but it is limited in its accuracy, colour saturation and luminosity.

CMYK Equivalent 71%, 97%, 1%, 0% Hexadecimal #6C3091

CMYK Equivalent 0%, 25%, 99%, 0% Hexadecimal #FFC10E

Monitor Colour RGB video & monitor colours. The RGB (monitor colour) equivalents are only for electronic use, e.g. in television and audiovisual presentations. Hexadecimal (HTML) colours are specifically for use in websites and are reduced to websafe equivalents for maximum compatibility.

RGB Equivalent 108R, 48G, 145B Hexadecimal #6C3091

RGB Equivalent 255R, 193G, 14B Hexadecimal #FFC10E

STAR BRAND MANUAL

VISUAL LANGUAGE

STAR BRAND MANUAL

THE MASTER ARCH Derived from origami nature of the star icon with the bottom right arch of the star icon Flyers For flyers the master rectangle is derived from the bottom right arch of the star with less angles.

Billboard

Posters For posters the master rectangle is derived from the bottom right arch of the star with more angles. Billboards For large billboards the master rectangle is derived from the bottom right arch of the star with more angles rotated 90 and flipped horizontally.

Flyers Posters

STAR BRAND MANUAL

THE GROWTH ARCH “The Growth arch” represents our mantra of taking you “even further” represented in our branding as “even further...” It signifies the ability for our services and products to carry our cherished customers even further. This element can be used in all advertorials (check page 30) but must be an addition and not a major element. The growth arch cannot be used for any reason on any official document.

Used in its tri form at the top right corner of a stationery. 26

The arch may not be disintegrated in any way and should not be independent of each other as they go together. PS. the inner depression is not exactly in the center of the entire arch and should never be represented as such. The growth arch should always be represented in yellow on dark background or white on a lighter background.

Used in its tri form on entire stretch of a stationery.

Used in its tri form at the top right corner and replicated in background

STAR BRAND MANUAL

THE GALAXY “The Growth arch” represents our mantra of taking you “even further” represented in our branding as “even further...” It signifies the ability for our services and products to carry our cherished customers even further. This element can be used in all advertorials (check page 30) but must be an addition and not a major element. The growth arch cannot be used for any reason on any official document.

STAR BRAND MANUAL

CORPORATE COLLATERAL

STAR BRAND MANUAL

STATIONERY You can see here how the logo and IMC brand has been applied on all corporate documents.

29 Belrose lane, Labone - Accra | P. O. Box XT 667 Xchange, Accra T: +233 30 200 0000 F: +233 30 200 0001 | E: info@staroil.com w w w. s t a ro i l. co m

STAR BRAND MANUAL

STATIONERY

Letterhead

You can see here how the logo and IMC brand has been applied on all corporate documents. Business card Lorem ipsum dolor sit amet, consectetuer adipiscing elit

Email signature

Kwaku Mensah

UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI

233 30 200 0000 C: 233 50 030 0090 k.mensah@imcfinance.com www.imcfinance.com

Chief Executive Officer

M: E: W:

Kwame Jack Attah Senior Marketing Officer Phone +233 29 877 6888 +233 56 587 8787 kwame.attah@star.com Star Limited No 29 Orphan crescent, Labone Accra, Ghana - Africa even further...

29 Belrose lane, Labone - Accra P. O. Box XT 667 Xchange, Accra

www.staroil.com

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Your faithfully

Envelope

29 Belrose lane, Labone - Accra P. O. Box XT 667 Xchange, Accra

T: +233 30 200 0000 F: +233 30 200 0001 E: info@staroil.com

www.staroil.com

STAR BRAND MANUAL

PRESS RELEASE You can see here how the logo and Star brand have been applied on all corporate documents.

Press Release Date: August 20, 2010

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Your faithfully

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate

29 Belrose lane, Labone - Accra P. O. Box XT 667 Xchange, Accra

T: +233 30 200 0000 F: +233 30 200 0001 E: info@staroil.com

www.staroil.com

29 Belrose lane, Labone - Accra P. O. Box XT 667 Xchange, Accra

T: +233 30 200 0000 F: +233 30 200 0001 E: info@staroil.com

www.staroil.com

STAR BRAND MANUAL

PRODUCT FLYERS Here is an example of how the style elements can be applied to flyer layouts. All flyers must feature the corporate signature as per the specified controls.

FEATURES Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. BENEFITS Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. CONDITIONS Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Front

filling up smiles.

www.imcfinance.com

Reverse 32

@staroil www.staroil.com

29 Belrose lane, Cantonments- Accra E: info@staroil.com T: +233 30 200 0000

STAR BRAND MANUAL

TYPICAL POSTER STYLE Here is an examples of how the style elements can be applied to poster layouts. Posters may vary from A4 to A0 in size. All posters must feature the corporate signature as per the specified controls.

filling up smiles.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore

@staroil www.staroil.com

29 Belrose lane, Cantonments- Accra E: info@staroil.com T: +233 30 200 0000

STAR BRAND MANUAL

POWERPOINTTEMPLATES Powerpoint templates should bear the same characteristics as shown on the right hand side.

w w w. s t a ro i l. co m

HEADER/TITLE PAGE

LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

w w w. s t a ro i l. co m

STAR BRAND MANUAL

SIGNAGE

Sign post

Our corporate signage is meant to still maintain the fresh clean look and boldly spotting the IMC logo in its original color

oil TEMA BRANCH

3km Ahead

PETROL DIESEL KERO

Sign post

pik bay auto

oil 3km Ahead

www.star.com

Side View Front View Birdâ&#x20AC;&#x2122;s eye 35

STAR BRAND MANUAL

T-SHIRT Examples of the style elements that can be applied to T-shirt designs.

Front

Reverse

STAR BRAND MANUAL

POLO SHIRT Examples of the style elements that can be applied to polo shirt designs. Our icon is positioned on the top left hand side of the polo shirt (from the wearerâ&#x20AC;&#x2122;s perspective).

Front

Reverse

Reverse 37

STAR BRAND MANUAL

MUGS Our identity must be used tastefully on all promotional materials. Below are some examples.

...growth upward.

STAR BRAND MANUAL

CLOTHING ACCESSORIES Our identity must be used tastefully on all promotional materials. Below are some examples.

STAR BRAND MANUAL

OTHERS Our identity must be used tastefully on all promotional materials. Below are some examples.

STAR BRAND MANUAL

VEHICLE BRANDING Our icon must always feature prominently on vehicles. Vehicles must be branded on both front doors with the icon. â&#x20AC;&#x153;the globe dotsâ&#x20AC;? must be featured on the back , sides of the vehicle Branding can be executed on vehicles of any colour, granted the colours are used in sharp contrasts.

+233 30 200 0001 | info@star.com www.star.com

STAR BRAND MANUAL

ADVERTISING

STAR BRAND MANUAL

THEWAYWE COMMUNICATE Inasmuch as we prescribe specific rules for the use of our visual identity, the star brand is also dynamic in the way in which we seek to engage all those who encounter our brand. Our Verbal Brand – the character and tone of our communications, seeks to create understanding and build relationships with our customers and all other stakeholders. Our verbal brand reflects our corporate values, and when in action, its objective is to ensure the effectiveness of our communications. Our communications must be: Simple: We always use short, straightforward, easy to comprehend language in all our communications. Personal: When we speak, we communicate with the individual. Our message must always appeal to our audience on a personal level.

Direct: Our communications must always get to the point. We do not ‘delay’ the impact of our messaging or confuse our audience with jargon or veiled statements; every communication is clear and unambiguous. Friendly: We communicate to build relationships. Our communications are always presented candidly, yet, we are never aloof, casual or over-familiar. Where necessary, our tone is formal, but always with the respect that true friendship calls for. Confident: We communicate with the authority of a brand that believes in its offering. Our tone is inspirational and upbeat, never arrogant or condescending.

For radio and television advertising, the creative execution must be ‘conversational’ and ‘everyday’, while still being underpinned by our verbal brand traits. Visual Personality The star brand is vibrant, and our visual communications should reflect this. The people and the environments we use in our marketing communications must always be fresh, ‘clean’ and ‘alive’. We are a ‘cosmopolitan’ brand, rather than a ‘retro’ brand. Everything and everyone that features in our communications must depict youthfulness and modernity. Real People.

Courteous: We respect our audiences. Every piece of communication coming from us is reverent. Our tone is always polite and professional.

Our choice of models is never cliché. We want the viewer to identify with the communication. The settings can be aspirational but the people must be ‘real’ everyday folks. We avoid using “model” types or excessive makeup. The best

Broadcast Media These guidelines apply to both written and spoken communications, including our audio communications in advertising.

way to describe the type of person we need is confident and positive.

STAR BRAND MANUAL

Magical Atmosphere In our above the line communications we tend to capture magic moments in life, the rewards of hard work and prudent choices. Pictures you could find in a family album, that make you smile. The surroundings and settings are always pristine and dreamlike, with vivid colour. For that naturally radiant feel, we encourage outdoor shots with brilliant sunlight for extra glow The Right Stuff For our brochures, flyers and other below-the-line communications, we use objects and setups as metaphors for products and services. These often depict benefits or processes. These are often the simplest every day examples of the service, and serve as reassurance of the straightforward nature of the product or service. Style & Presence The overall feel of our visuals must grab attention in the way that speaks to the viewerâ&#x20AC;&#x2122;s ambitions and aspirations, whether in the short or long term. In everything we do, the simplicity of the message is key. The visuals should not depict a narrative. The environment should contain just enough elements to set the mood and send one clear, exciting message in an engaging manner.

STAR BRAND MANUAL

PRINT ADVERTISING TEMPLATE Fresh and clean, our advertising template for print offers clear simple vibrancy. Using our colours and a functional layout, the focus is always on the visual cue, to get the customer to read the message.

filling up smiles. Front

www.imcfinance.com

@staroil www.staroil.com

29 Belrose lane, Cantonments- Accra E: info@staroil.com T: +233 30 200 0000

STAR BRAND MANUAL

PRINT ADVERTISING BILLBOARD Fresh and clean, our advertising template for billboards offers clear simple vibrancy. Using our colours and a functional layout, the focus is always on the visual cues. @staroil www.star.com

filling up smiles

Reverse

29 Belrose lane, Cantonments- Accra E: info@staroil.com T: +233 30 200 0000

STAR BRAND MANUAL

PRINT ADVERTISING PULL UP BANNER Stylish and highly memorable, our outdoor template exudes tasteful simplicity.

w w w. s t a ro i l. co m

filling up smiles.

w w w. s t a ro i l. co m

even further...

smiles and miles go together.

E: info@staroil.com T: +233 30 200 0000 29 Belrose lane, Cantonments E: info@staroil.com T: +233 30 200 0000

www.imcfinance.com E: info@staroil.com T: +233 30 200 0000

@staroil www.staroil.com

www.imcfinance.com

STAR BRAND MANUAL

PHOTOGRAPHY

STAR BRAND MANUAL

CREATIVE DIRECTION Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work from others. By applying these three basic traits to our creative direction we’ll succeed in defining the star brand.

Satisfaction Think about what type of photography conveys satisfaction best. It usually includes some human element to it.

Upward We are upward thinkers... we are interested in the satisfaction of our cherished customers.

We can elevate our work by caring for our subjects, lighting, styling, and every aspect of our photographs. When we care enough to speak from the brand the customer will respond.

We understand when a photograph feels staged or contrived and so do our customers. Are your models interacting or just acting? If you ever need to give advice just say “keep it real”.

Standard Think about what type of photography conveys an adherence to international standards best. It usually includes adjectives such as convenient, secure etc.

STAR BRAND MANUAL

ART DIRECTOR Art Direction Place figures in real settings. People should be engaged with one another or if alone caught in the moment of whatever they are doing... not posing for the camera. These moments should feel real. If people are looking into the camera they should be making an emotional connection to the viewer. The person should emote a sense of caring, happiness, fun, satisfaction or contentment... never too much seriousness. They should interact with the camera, environment, or product. Selective focus can be used to focus on the people and product letting the background and foreground become softer in focus. Lighting Natural lighting is preferred. The use of heavy fill flash should be avoided. Lighting should be balanced without heavy shadows. When studio lighting is necessary it should look natural.

STAR BRAND MANUAL

ART DIRECTOR Location Real locations are preferred. They should reflect the demographics of our core customer. Studio shots should look like real settings. There can be an aspirational aspect to the setting but never out of the realistic grasp of our customerâ&#x20AC;&#x2122;s imagination.

STAR BRAND MANUAL

INCORRECT IMAGERY Sometimes there are subtle differences between a correct image and an incorrect image. All the elements of lighting, styling, and location can be correct but if the interaction between people or realness is missing it can result Do not use overly styled photos Overly sterile, lacking realness and warmth in an off-brand photo. The following demonstrate more subtle examples of what to avoid.

Sexually explicit

Wrong body language

Gothic

Poor lighting

Overcrowded

STAR BRAND MANUAL

ENVIRONMENT BRANDING

STAR BRAND MANUAL

The office environment should be contemporary in its design, with great flexibility for customization of working areas. It should include open-plan work areas as well as separate offices of various dimensions.

A band of star on brilliant white walls in a typically spacious encilonment creates an ambiance of peacefullness while being served. Chairs and table have curves and arcs in shadeds of our orange.

STAR BRAND MANUAL

INTERIOR & EXTERIOR BRANDING environment should reflect a firstworld, oil sales and marketing institution, be contemporary in style, as well as functionally elegant. Our interiors have basic elements of our brand such as the icon. A band of star on brilliant white walls in a typically spacious encilonment creates an ambiance of peacefullness while being served. Chairs and table have curves and arcs in shadeds of our orange.

STAR BRAND MANUAL

WEB AND SOCIAL MEDIA

STAR BRAND MANUAL

WEB DESIGN Scouts seeking information have put aside the compass and map for their search engine. Your first personal contact with Scouts and their par- ents more than likely won’t be in person, but rather on the Web. Whether you’re creating a new website or sending a tweet, every message must be appropriate and consistent with the Boy Scouts of America brand. There are five important elements to building an effective website: • Know your audience. Websites should be structured so the visitor can find the information. Don’t create the categories based upon organizational structure. • Clean design. Websites should be treated no differently than any other marketing materials. Use the approved brand identity elements, colors, and online font—Arial. Simple navigation. 58

A menu bar that contains all available pages and a link back to the homepage invites visitors to explore your website. Interactive opportunities. Digital content has an enormous advantage over printed material—interaction. Encourage visitors to share thoughts by creating interactive elements such as polls, a monitored forum board, or a blog. Plan for timely and appropriate content. Develop an editorial calendar to ensure that you are continually updating your site. This creates a “sticky” site that brings visitors back. Even short updates about past events, upcoming outings, or a regular blog entry can increase site traffic. See Web Content Guidelines on page 27 for more information.

STAR BRAND MANUAL

WEB CONTENT

Desktop

Tablet Phone 59

STAR BRAND MANUAL

WEB CONTENT Maintaining the Star brand image online goes beyond clean design and simple navigation. While these guidelines apply to star sites, affiliate sites can also benefit from these guidelines. To better ensure security and privacy, all affiliates should follow these guidelines: * Affiliate websites must be hosted offsite at a hosting facility and may not be connected in any way to the main star network. * The affiliate must have direct control over the content of its website. * The content of the affiliate site must be appropriate for an oil marketing site. *The affiliate site cannot contain links to any sites that may contain material deemed inappropriate for our purpose. * The affiliate site cannot contain any advertisements or commercial endorsements. * The affiliate site cannot engage in the electronic sale of competitive merchandise or competing products.

* affiliate sites must abide by all laws regarding copyrights, trademarks, and other intellectual property, and by those pertaining to the Internet. * affiliate sites must consider the safety and privacy of their members and participants by obtaining the necessary permissions to release information about or images of any individual. Honesty is one of the Star trademarks. Do not plagiarize or use copy- righted material. Safety is paramount within oil marketing. Donâ&#x20AC;&#x2122;t provide too much identifiable information. YouTube videos provide a great way to increase the interest on your site. When embedding videos, do not show related content after the video. The related videos are determined by a YouTube algorithm that takes control out of affiliate hands. While the Star understands that many â&#x20AC;&#x153;freeâ&#x20AC;? web services often include advertising, the questionable nature of these advertisers or fund- raisers may reflect negatively on the brand. Any independent sales, solicitation,

or collection of donations is prohibited. Web services that include such objectionable content must be avoided.

STAR BRAND MANUAL

KEY CONSIDERATIONS (including the use of proper FOR SOCIAL MEDIA guidelines safety equipment) when displaying phoSocial media can be a powerful tool for sharing the joys and clients testimonies of our world class service, but it should be managed properly to help ensure that it remains beneficial. Below are some basic considerations for using social media in a sales capacity. See the complete Star Social Media Guidelines • Use forethought, care, and responsibility when creating and maintaining social media channels where people share information and media about their experience at the star stations. • Adhere to the terms of service and existing guidelines outlined by each individual social media channel such as Facebook, Twitter, and YouTube. • Abide by the guidelines outlined in the brand manual, as well as Star client information protection policies when participating in social media activities. That includes following recommended Safely

tos and/or videos of till attendants and customers on a social media channel. • Follow the spirit of two-deep management and keep social media channels and all communication on or through them public. Designate at least two administrators who have access to the login, password, and channel management/ monitoring information. • Before creating a Facebook page, consider whether designated administrators will be able to monitor that page and post content consistently to help ensure that only appropriate content is posted. • Do not give out’ personal information (e.g., last name, phone number, home address) on social media channels.

• Be timely in updating social media channels and responding to information requests on social media channels. • Understand that the public may view your social media activities, and members of the public may engage in an online dialogue with you as a result. • Do not do anything on a social media channel that reflects poorly on you, other individuals in the company or unit, Star, or any- one else. Should you have questions not covered here regarding any of the guidelines and/or recommendations or concerning the use of a specific social media channel, please contact the Star social media team at social@ staroil.com.

• Never post questionable content or respond to someone else’s content in a way that could reflect poorly on yourself or the Star brand. 61

STAR BRAND MANUAL

FILLING STATIONS

STAR BRAND MANUAL

Star Limited Aluguntugu street Cantonments - Accra, Ghana