1 | LE LOGO NORMALISATION

DEPLOYMENT KIT
COMMITTED TO
BETTER ENERGY

FEBRUARY 2014
THE BRAND BLOCK INTRODUCTION | VERSIONS | PROTECTED AREA | INCORRECT USAGE
04 | THE BRAND BLOCK INTRODUCTION

On January 8, 2014, Christophe de Margerie unveiled the new brand baseline —

“Committed to better energy” — to be used with the Total logo. The baseline is
designed to enable the brand to express itself more powerfully and with a more
selective focus. This will allow it to fully play its role of supporting our growth.

Encapsulating Total’s strategic vision, “Committed to Better Energy” is intended

to be used in all our internal and external communication media, including sales
and marketing materials, on a long-term basis in all countries and by all business
segments. However, pending its deployment later this year, marketing and
advertising campaign baselines for M&S will remain the same.

A “trademark block” has been created to facilitate its day-to-day use, ensure
consistency and, above all, make our graphic identity more meaningful. Creating
this block required slight changes to our logo for this specific case, despite the
rule stating that the company’s symbol cannot be altered, including in terms of
clear space. This exception is designed to facilitate the day-to-day use of the new
baseline, ensure consistency and, above all, clearly define our graphic identity
and make it more meaningful. It’s a way for us, like other major companies, to
reinforce our brand identity and communicate our business, goal and corporate
spirit in a relatively small space. This is a real strength at a time when we need to
increase brand awareness, improve our global image and differentiate ourselves
to develop our business.

This document is designed to help you add the baseline to your brochures,
business cards, PowerPoint presentations and other documents. Style guidelines
will also be published shortly.
05 | THE BRAND BLOCK INTRODUCTION

For now,

the Total logo without the baseline

will continue to be used:
• On products
• At service stations
• On workwear
• On signs

The rules governing M&S’s

commercial brand will continue
to have a dedicated site:
http://www.norms.rm.total.com/
06 | THE BRAND BLOCK INTRODUCTION

The standard brand block comprises:

- the energy-curve symbol
- the Total name in the official brand typeface
- and the signature «Committed to better energy».

The standard version of the brand block is horizontal. From now on, the vertical version
may only be used under clearly defined circumstances, on media whose technical
characteristics make them unsuitable for the horizontal brand block. The official brand typeface
For the time being, however, the vertical version will continue to be used as the standard
for the service station network and Marketing & Services’ marketing collateral. M&S is
already using the horizontal version for its internal and organizational communication.

Red Dark blue Light blue Chrome yellow Gray

Pantone 185 C Pantone 286 C Pantone 279 C Pantone 138 C K 70
M 100 - Y 80 C 100 - M 80 C 70 - M 30 M 48 - Y 100
07 | THE BRAND BLOCK GRAYSCALE

The grayscale brand block

is used to achieve a rendering similar
to the color brand block
in black and white printing.

Red
Black 58%

Dark blue
Black 75%

Light blue
Black 41%

K58%
K20%
K58%
K75%
K70% Chrome yellow
K41% Black 20%

Gray
Black 70%
08 | THE BRAND BLOCK MONOCHROME VERSION

The monochrome version of the brand block

will be used in case of special applications
such as embossing, engraving, faxes ....

Black 100%

Black 0%
09 | THE BRAND BLOCK PROTECTED AREA AND MINIMUM SIZE

Protected area
A clear space is left around the brand block to optimize readability.
The clear space area is standardized in line with the size of
the brand block. No other objects, words or graphic components
may be placed in the clear space.
x

Minimum size
This is the minimum width of brand block below which
it should never descend to preserve readability.
She is determined to 40 mm.
Beyond that, it will be necessary to use the Total classic logotype,
which the minimum size of print is 10 mm.
40 mm 10 mm
10 | THE BRAND BLOCK INCORRECT USAGE

The brand block application guidelines are mandatory. No modifications

in the color or shape of the logo symbol or typeface are allowed.

Commited to better energy

Modified space between the symbol, Modified typeface. Incorrect proportions for the symbol, Slanted of the symbol,
the typeface or the signature. the typeface or the signature. the typeface or the signature.

Suspendisse lectus tortor,

adipis nec dignit sit
amet, ultricies sed, dolor.
Lorem ipsum dolor sit

Modified colors for the symbol, Modified symbol. Modified symbol, the typeface Do not write «Total» in its specific typeface
the typeface or the signature. or the signature. in titles/headlines or body text.

The brand block printed on a colored, black or busy background.

STYLE COMPONENTS GRADIENT BANDS
12 | STYLE COMPONENTS HEADER-POSITIONED GRADIENT BANDS (BRAND BLOCK ON THE LEFT)

The gradient band is an integral part of COLORED BACKGROUND = TRANSPARENT GRADIENT

the graphic standards for Total publications,
The width of the transparent band is fixed.
whether on color, white or other backgrounds.
It is constructed in a specific way to create

The height is determined

by the size of the media
a consistent look for the Group’s written
communications.
The pictures here show how to create gradient
bands using Adobe Illustrator®.

Technical Specifications
• Gradients are linear. Location 50 % Location 60 %
• The height of the bands is determined
by the size of the media.
• The width of the transparent band is fixed. Gradient stop Gradient stop Gradient stop
Color White Color White Color White
• The width of the gray band is variable.
Opacity 100 % Opacity 100 % Opacity 0 %
The midpoint can be moved ±10% Location 0 % Location 35 % Location 90 %
so that the brand block is easy to read.
• The same is true for the band under
the headline, so that the text is easy to read.

WHITE BACKGROUND = GRAY GRADIENT

The width of the gray band is variable.
The height is determined
by the size of the media

The brand block band contains

nothing else but the brand block

These principles are applicable

to bands on streamers, hanging banners,
posters, invitations and badges,
which are covered by the Graphic Location 50 % Location 60 %
Standards for Special Events.

Gradient stop Gradient stop Gradient stop

Color White Color White Color Black 30%
Opacity 100 % Opacity 100 % Opacity 100 %
Location 0 % Location 35 % Location 90 %
13 | STYLE COMPONENTS HEADER-POSITIONED GRADIENT BANDS

Total band: balanced gradient on a color background

The construction of the header-positioned gradient band is fixed. Photos taken from Total’s photo library.
The proportions are determined by a fraction of the height of the support.
The visual and layout are
provided as an example.

Proper Application

LOREM IPSUM DOLOR LOREM IPSUM DOLOR LOREM IPSUM DOLOR

SIT AMET, CONSECTETUR ADIPISCING SIT AMET, CONSECTETUR ADIPISCING SIT AMET, CONSECTETUR ADIPISCING

name of the business name of the business name of the business

The gradient is too short, The gradient is too long, The gradient is harmonious,
making it very difficult to see making the band overpowering. leaving enough white around and under
the brand block. As a result, the band loses its momentum. the brand block and gradually fading
into the picture.

Photos Credits: © Total / Pascal Laurent

14 | STYLE COMPONENTS HEADER-POSITIONED GRADIENT BANDS

Total band: balanced gradient on a white background

The construction of the gradient gray band is flexible.
It must adapt to the visual / background selected.
However, the recommendations below should be followed The visual and layout are
to obtain a harmonious result. provided as an example.

Proper Application

LOREM
IPSUM
COLYDER
DOLORE SIT
AMET

EXPLORATION-PRODUCTION

The gradient is too long, The gradient is too short, The gradient is harmonious,
placing the brand block on a gray leaving the brand block outside with the brand block in the wave
background and reducing its impact. the suggested wave. but easy to read.
15 | STYLE COMPONENTS FOOTER-POSITIONED GRADIENT BANDS (Brand Block ON THE RIGHT)

The gradient band is an integral part of COLORED BACKGROUND = TRANSPARENT GRADIENT

the graphic standards for Total publications,
The width of the transparent band is fixed.
whether on color, white or other backgrounds.
It is constructed in a specific way to create

The height is determined

by the size of the media
a consistent look for the Group’s written
communications.
The pictures here show how to create gradient
bands using Adobe Illustrator®.

Technical Specifications
• Gradients are linear. Location 50 % Location 60 %
• The height of the bands is determined
by the size of the media.
• The width of the transparent band is fixed. Gradient stop Gradient stop Gradient stop
Color White Color White Color White
• The width of the gray band is variable.
Opacity 100 % Opacity 100 % Opacity 0 %
The midpoint can be moved ±10% Location 0 % Location 35 % Location 90 %
so that the brand block is easy to read.
• The same is true for the band under
the headline, so that the text is easy to read.

WHITE BACKGROUND = GRAY GRADIENT

The width of the gray band is variable.
The height is determined
by the size of the media

The brand block band contains

nothing else but the brand block

These principles are applicable

to bands on posters, which are covered
by the Graphic Standards
Location 50 % Location 60 %
for Special Events.

Gradient stop Gradient stop Gradient stop

Color White Color White Color Black 30%
Opacity 100 % Opacity 100 % Opacity 100 %
Location 0 % Location 35 % Location 90 %
16 | STYLE COMPONENTS FOOTER-POSITIONED GRADIENT BANDS
Total band: balanced gradient on a color background
The construction of the footer-positioned gradient band is fixed.
The proportions are determined by a fraction of the height of the support.
LOREM IPSUM
DOLOR SIT AMET LOREM
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent convallis convallis
hendrerit. Nam tincidunt commodo aliquet.
Duis interdum lectus eget nibh hendrerit
tempus. Donec in mi ante. Nullam venenatis
vestibulum risus ac vestibulum. Donec portti-
tor condimentum dictum.
The gradient is too short,
making it very difficult to see
the brand block.
Photo credits: © Total/Steven Barry
LOREM IPSUM
DOLOR SIT AMET LOREM
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent convallis convallis
hendrerit. Nam tincidunt commodo aliquet.
Duis interdum lectus eget nibh hendrerit
tempus. Donec in mi ante. Nullam venenatis
vestibulum risus ac vestibulum. Donec portti-
tor condimentum dictum.
The gradient is too long,
making the band overpowering.
As a result, the band loses its momentum.
Photos taken from Total’s photo library.
The visual and layout are
provided as an example.
Proper Application
LOREM IPSUM
DOLOR SIT AMET LOREM
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Praesent convallis convallis
hendrerit. Nam tincidunt commodo aliquet.
Duis interdum lectus eget nibh hendrerit
tempus. Donec in mi ante. Nullam venenatis
vestibulum risus ac vestibulum. Donec portti-
tor condimentum dictum.
The gradient is harmonious,
leaving enough white around and under
the brand block and gradually fading
into the picture.
17 | STYLE COMPONENTS FOOTER-POSITIONED GRADIENT BANDS

Total band: balanced gradient on a white background

The construction of the gradient gray band is flexible.
It must adapt to the visual / background selected.
However, the recommendations below should be followed The visual and layout are
to obtain a harmonious result. provided as an example.

Proper Application

LOREM IPSUM LOREM IPSUM LOREM IPSUM

DOLOR SIT AMET, DOLOR SIT AMET, DOLOR SIT AMET,
FUSCE IN VELIT FUSCE IN VELIT FUSCE IN VELIT
ELIT, UT FRINGIL ELIT, UT FRINGIL ELIT, UT FRINGIL
LA NEQUE UT AC LA NEQUE UT AC LA NEQUE UT AC
NUNC AC NULLA NUNC AC NULLA NUNC AC NULLA
PORTA PULVINAR PORTA PULVINAR PORTA PULVINAR
DICTUM EGET DICTUM EGET DICTUM EGET

The gradient is too long, The gradient is too short, The gradient is harmonious,
placing the brand block on a gray leaving the brand block outside with the brand block in the wave
background and reducing its impact. the suggested wave. but easy to read.
36 | DIGITAL MEDIA POWERPOINT

Screen presentation (4:3)

7 new documents were created, Text justified left aligned with
the steam of the first «T» in Total
with specific masks integrating
1,04 cm
the headband brand block.
The components of the PowerPoint files
2,35 cm
are positioned according
standards presented below.

2
1 Presentation title
- Arial
- 32 pt

2 Presentation subtitle
- Arial
- 20 pt
Photos Credits: © Total / Schulzki Jurgen - © Total / Barry Steven - © Total / Pascal Laurent - © Total / Shams - © Total / Pirotte Claude - © Total / Lacour François - © Total / Von Der Fecht Florian