Idemitsu Basic Design Manual

Brand Communication Section,

Public Relations Department,
Idemitsu Kosan Co., Ltd.
July 2020 Version
List of Basic Design Elements 1.0
The Idemitsu Group's basic design elements consist of the corporate logo, corporate colors, Basic Design Manual
official company name logotype, and designated fonts. By displaying combinations of these Basic Design Elements
elements, we work to convey a uniform brand image. When using these elements, understand
the role of each and deploy them effectively according to the regulations for shaping a consistent
image.

Corporate Logo Horizontal Vertical

This is the heart of the Idemitsu Group's com-
munication activities. We make heavy use of it
in various media. The design includes the
Apollo symbol and the idemitsu logotype,
which can be arranged horizontally or vertical-
ly. Except for special circumstances, such as
sign poles, you may not display either Apollo
or idemitsu by itself.

Corporate Colors Red Gray

The corporate colors present a uniform image
o f t h e I d e m i t s u G ro u p a n d a re i m p o r t a n t
elements for conveying its qualities as a com-
pany.

Official Company Name Logotype Japanese horizontal Japanese vertical

This font is used when officially displaying the
company name, which is called the official
company name logotype. The Japanese logo-
type has horizontal and vertical versions.
English
There is also an English logotype.

Official Company Name Logotype Japanese horizontal Japanese

(for Ads) vertical

This logotype is mostly used when heightened

visibility is needed, such as on outdoor signs.
The Japanese logotype has horizontal and English
vertical versions.There is also an English logo-
type.

Designated Fonts UD Shin Go L Helvetica Light

These fonts are mostly used for corporate あいうえおカキク東京都 ABCDEFGabcdefg1234567890
items such as mailing addresses and signs. UD Shin Go R Helvetica Roman
The fonts were carefully selected to go with
あいうえおカキク東京都 ABCDEFGabcdefg1234567890
the corporate logo. Give priority to using
these fonts as much as possible. UD Shin Go M Helvetica Medium
あいうえおカキク東京都 ABCDEFGabcdefg1234567890
UD Shin Go B Helvetica Bold
あいうえおカキク東京都 ABCDEFGabcdefg1234567890
Hiragino Mincho W3 Times Regular
あいうえおカキク東京都 ABCDEFGabcdefg1234567890

Use the following contact information for inquiries concerning the corporate logo and the design manual.
Contact: Brand Communication Section, Public Relations Department
Tel 03-3213-3116 Fax 03-3213-3049
Corporate Logo 1.1
The corporate logo is the heart of the Idemitsu Group's communication activities. The design is a Basic Design Manual
combination of the Apollo symbol and the idemitsu logotype, symbols of a brand that is Corporate Logo
future-oriented while carrying on our corporate attitude and qualities as a company. They can be
arranged horizontally or vertically, with precisely designed shapes and text. When reproducing
them, make sure to use the digital data. Note that there are minimum sizes to maintain visibility.

Horizontal

A 0.06A 2.5A

Minimum usable size The minimum usable

size is the regulation
size for printed materials.
There are no regulations
for monitor screens,
but take sufficient
care to reproduce the
24mm corporate logo with the
appropriate resolution.

Vertical

Type 1 A

Basic vertical shape

(recommended)

Minimum usable size

0.14B
B

1.4A 10 mm

Type 2 A

Use when you want to

primarily display Apollo.
Example: If displaying in
a square-shaped space,
it is effective for items Minimum usable size
and settings where
you want to emphasize
0.2B
Apollo.
B

A 8 mm
Corporate Colors 1.2
The corporate logo consists of two colors: red and gray. The corporate colors of red, a color that Basic Design Manual
symbolizes Japan, with a gray, which matches it well, are important elements that emotionally Corporate Color
convey the Idemitsu Group's identity. Therefore, in principle, the corporate logo should be
displayed on a white background where the corporate colors can be faithfully reproduced. (See
"1.3 Corporate Logo Display Colors / Order of Priority.") Below are the selected standard colors.
The image may differ due to factors such as the printing environment or monitor screen, but
reproduce the colors as faithfully as possible.

Corporate Colors Prioritize displaying with the process colors (i.e. the combina-
tions of the CMYK colors). If using spot color inks due to the
content, the rules, etc., base them on Pantone colors. Other-
wise, adapt to the item in question to reproduce the original
color with the approximate colors below.

Red
［idemitsu emotion red］
Basic colors

Process color: C6 M100 Y80 K4

PANTONE: 200 C

Approximate colors

DIC: 197
RGB: R217 G5 B46
Web safe color: #cc0033
Film: SC288 Royal Red
* 3M Scotchcal Film J Series

Paint (Munsell value): K 05-40V (5R4/12)

*Japan Paint Manufacturers Association 2019 K-edition

Gray
［idemitsu cool gray］
Basic colors

Process color: K70

PANTONE: Cool Gray 10 C

Approximate colors

DIC: 545
RGB: R114 G113 B113
Web safe color: #717171
Film: SC043 Dim Gray
* 3M Scotchcal Film J Series

Paint (Munsell values): K N-45（N4.5）

*Japan Paint Manufacturers Association 2019 K-edition
Corporate Logo Display Colors / Order of Priority 1.3
In principle, the corporate logo should display the colors below on a white background. When Basic Design Manual
displaying on backgrounds with dark or complex backgrounds, give priority whenever possible to Variation & Priority of
setting aside a white space to display the corporate logo. You may only use Color Negative if Corporate Logo
rules prevent you from using a white background or blank space. The numbers below provide the
order of priority. Additionally, there are other monochrome display colors. Choose appropriately
according to the display item's content, rules, etc. to display in a way that makes the corporate
logo adequately visible.
For background colors and contrast, see "1.4 Background Regulations." (See "1.8" for examples
of prohibited use.)

Colors Order of Priority

In principle,
(Stipulated Display) 1 display the
When using a corporate logo in
display other than color on a white
the stipulated background
one, make sure to (or one that is very
consult with the light).
Public Relations
Department.

If displaying on
2 dark or complex
backgrounds, give
priority whenever
possible to setting
aside a white
space to display
the corporate logo.

Color Negative
You may only use Since Color
3 this if rules prevent Negative has been
you from using a precisely designed,
white background make sure to use
or blank space. the digital data
when reproducing it.
Example: If a
partner specifies a
dark background,
etc.

Other Display Colors (Monochrome) Note: This does not apply if there are restrictions on ink color or material.
( Example: single-color sales slips, flyers, or embossed materials, etc.)

Black (Dark Gray) Outline

Mostly used for newspapers and Used to display on dark or complex backgrounds, etc.
other monochrome printing

Gold Silver
Can present the corporate logo Can present the corporate logo
on metal materials, gold leaf, etc. on metal materials, silver leaf, etc.
Background Regulations 1.4
In principle, the corporate logo should be shown on a white background, which is the most effec- Basic Design Manual
tive. This section provides guidelines on displaying the corporate logo on non-white back- Backgrounds
grounds. There are two categories: Color and Color Negative. Use this reference tool to avoid
displaying the corporate logo with inadequate contrast or otherwise impeded visibility. If you
cannot use the Color or Color Negative options due to reasons such as the display item's con-
tent or rules, use the Outline design.
The Public Relations Department checks the contrast and makes a final decision. (See "1.8" for
examples of prohibited use.)

Logo Corporate logo color display

display
Background
Color Color Negative
color

White

Light gray
Black
-and
-white
Dark gray

Black

Light

Somewhat
light
Cold
colors
Somewhat
dark

Dark

Light

Somewhat
light
Warm
colors
Somewhat
dark

Dark

Gold

Silver
Isolation Zones 1.5
With the vertical height of the corporate logo defined as A, empty space appears on all sides as Basic Design Manual
shown below. When displaying the corporate logo, use a layout that preserves the isolation zone. Isolation Zone
(See "1.8" for examples of prohibited use.)

0.4A 0.4A

Horizontal
0.25A

0.25A

Vertical Type 1 (basic shape) Type 2

0.18A 0.18A 0.18A 0.18A

０.18A ０.18A

A A

０.18A ０.18A

Color Negative The same regulations apply to Color Negative.

They are based on the height of the corporate logo, including the blank edge.

Horizontal Vertical Type 1 Type 2

0.18A 0.18A 0.18A 0.18A

0.4A 0.4A

０.18A ０.18A
０.２５A

A A A

０.２５A
０.18A ０.18A

Examples of Prohibited Use Do not place text inside the isolation zone.

1-1, Marunouchi 3-Chome, Chiyoda-ku, 1-1, Marunouchi 3-Chome,

Tokyo 100-8321 Japan Chiyoda-ku, Tokyo 100-8321 Japan
Tel +81-3-3213-3116 https://www.idemitsu.com Tel +81-3-3213-3116
https://www.idemitsu.com
Official Company Name Logotype 1.6
The official company name logotype is text used when displaying the full name Idemitsu Kosan Basic Design Manual
Co., Ltd. The official company name logotype containing only "Idemitsu Kosan" in Japanese or Corporate Name Logotype
English (used for ads) is mainly used when heightened visibility is needed, such as on outdoor
signs. The text in both versions was specifically designed to be readable and to go with the corpo-
rate logo. When reproducing them, make sure to use the digital data. Note that there are mini-
mum sizes for the official company name logotype.

Official Company Name Logotype

Japanese horizontal Japanese horizontal

Minimum usable size The minimum usable

size is the regulation
size for printed materials.
There are no regulations
for monitor screens,
but take sufficient
16 mm care to reproduce the
corporate logo with the
appropriate resolution.
Minimum usable size

English

16 mm

Minimum usable size

24mm

Official Company Name Logotype (for Ads)

Japanese horizontal Japanese horizontal

Minimum usable size

10mm
Minimum usable size
English

Minimum usable size 10mm

16 mm
Designated Fonts 1.7
The designated fonts are mostly used for corporate items such as mailing addresses and signs. Basic Design Manual
The fonts were carefully selected to go with the corporate logo. Use these fonts as much as pos- Typeface
sible, unless there is some special intent related to advertising or the like that otherwise prevents
you from doing so. Note that if a font is unavailable for reasons such as the Windows environ-
ment, then use a similar font.

Japanese UD Shin Go L

あいうえおかきくケコサシスセソ東京都 The fonts shown here are

digital fonts. You can use fonts
from the same family.
UD Shin Go R

あいうえおかきくケコサシスセソ東京都 If these fonts are unavailable,

then use a similar font.
UD Shin Go M

あいうえおかきくケコサシスセソ東京都 * Similar fonts for reference

UD Shin Go B (Japanese/Gothic)
あいうえおかきくケコサシスセソ東京都 - Shin Go
- Hiraginoc Kaku Go, etc.

Hiragino Mincho W3
(Japanese/Mincho)
あいうえおかきくケコサシスセソ東京都 - Ryu-min, etc.

Hiragino Mincho W6
(English)
あいうえおかきくケコサシスセソ東京都 - Frutiger, etc.

English Helvetica Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890 * In a Windows environment

Helvetica Roman (Japanese/Gothic)

- Meiryo
ABCDEFGHIJKLMNOPQRSTUVWXYZ - MS Gothic
abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Medium (English)
- Frutiger, etc.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Times Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Times Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Example Use

A department name An address, etc. A sign, etc.

General Affairs 1-1, Marunouchi 3-Chome, Chiyoda-ku, RECEPTION

Tokyo 100-8321 Japan
Department Tel +81-3-3213-3116
https://www.idemitsu.com
Examples of Prohibited Use 1.8
Display the corporate logo and official company name logotype in the correct shape.The follow- Basic Design Manual
ing are examples of incorrect usage. Never use them. Prohibited Uses

Do not stretch or squish Do not slant Do not add perspective, Do not use non-regulation
shadowing, or other such colors
effects

Do not change the ratio of the Do not change the position of Do not display with gradation Do not add 3D effects
combined parts the combined parts

Do not outline Do not include in another Do not place other text or Do not use a non-regulation
graphic graphics very close blank edge

Do not display on a dark Do not display with a complex Do not display Color Negative Do not use the Outline design
background image on a dark or complex with an image that impedes
backgroundbackground visibility

's basic
design elements consist of
the corporate logo, corpo-
出光興産株式会社
rate colors, official company
name logotype, and desig- Idemitsu Kosan Co.,Ltd.
nated fonts.

Do not use the official Do not deform the official Do not change the spacing Do not change the font of
company name logotype company name logotype between characters in the the official company name
inside a larger sentence or official company name logotype
phrase logotype
Reproduction Data
Basic Design Manual
Corporate Logo In principle, use these on a white background, but if that option is not available, Data
consult with the Public Relations Department beforehand.

Color
Horizontal

Vertical Type 1 Type 2

Type 1 is the basic
shape. Type 2 is mostly
used when you want to
primarily display Apollo.

Color Negative

Horizontal Vertical Type 1 Type 2

Monochrome/Black (Dark Gray) Monochrome/Outline

Horizontal
Horizontal

Vertical Type 1 Type 2 Vertical Type 1 Type 2

Official Company Name Logotype Official Company Name Logotype (for Ads)
Japanese
Japanese horizontal vertical Japanese horizontal Japanese
vertical

English English

Other Idemitsu Mark SI Mark

These marks have been passed down
over the company's history. They are
only used for in-house events, such as
ceremonial gatherings, or in materials
covering the company's history.