Chevron Rebrand

Colors

Chevron is a global brand, and we wanted the color scheme to speak to that. Their old blue and red felt too American or Nationalist. We made a shift to a slightly softer blue that has a friendlier feel, and complimented it with minty green. This particular hue of green is commonly associated with natural gas (or being "Earth-friendly"), both of which are strong selling points for Chevron today and into the future.

The "Chevron" Shape

Geometrically, a chevron is any "V" shape—a strong design choice that we maintained. We kept the point angle very similar to their old logos, but merged the two-color design into one to present a more focused design. The major difference here is that the chevron shape now points upward to indicate that Chevron is a global leader of the future, rather than the downward, oil-drilling company of the past.

Typefaces

Chevron's old logo uses Highway Gothic (or something very similar), which is a typeface developed for street signs by the United States Federal Highway Administration. This is somewhat appropriate, though again too American or Nationalist. We kept the same overall feel with PT Sans (with slight letterform modifications in the logo) and paired it with Playfair Display.