Caltex is the trademark used by Chevron Corporation to operate in Asia, the Middle East, and Pacific Region. Under this name, Chevron produces benzine, kerosene, and various petrochemical products using a total refining capacity of 800,000 barrels per day reached by the plants in 30 countries. Moreover, they have a heavy plant making 274,000 BPD, refined in light oil and high-end gasoline.
Meaning and history
Caltex is a joint enterprise formed in 1936 by Standard Oil of California (now Chevron Corporation) and Texaco, aiming to sell the oil reserves obtained in Saudi Arabia. The business had quickly started expanding its operations during the Second World War, which involved the Allies in pacific battles, costing a lot of fuel for the vehicles. Caltex sold its petroleum products to the allied forces, contributing to their war effort. Shortly after the war, Chevron bought surplus tankers from the American fleet to increase its oil transportation capability, which allowed it to equip new refining plants in the following years.
In 1949-1970, Caltex made its way through African, Pacific, and Asian markets, arranging a partnership in many countries. At the end of the 60s, Europe lost most African and Asian colonies, allowing Chevron and Texaco to take over many oil plants in Africa and Asia. The two companies have transferred most of these plants to Caltex.
In the 70s-90s, the partners had concreted their positions in Asia and the Pacific, making purchases or opening Caltex-branded offices in China, Hong Kong, India, Indonesia, and other countries. Caltex even changed its brand identity in 1996 to keep up with its growth and renamed Caltex Petroleum Corporation in 1999.
In 2001, Chevron became Caltex’s sole owner when it acquired all of Texaco’s assets.
What is Caltex?
Caltex is a subsidiary of Chevron Corporation, producing oil-based synthetics, crude petroleum, petrochemicals and gas. The company works in the Pasific, Middle East, Asia, and Africa, manufacturing 800,000 BPD in its plants across 30 countries.
1936 – 1947
Initially, Caltex bore a logotype showing an elegant five-ended star and a black nameplate over it. The lettering had a semibold sans-serif typeface with all capitals, contoured white to smooth the contrast.
1947 – 1996
Up to the end of the 40s, Caltex redesigned the logo, making it bolder. The new signature displayed a star incorporated into a black circle and split in two by the brand’s fat nameplate, executed in fat symbols placed close to one another.
1996 – today
The latter logotype is supposed to symbolize the company’s shift from the decaying 20th century to the modern age of global brands and digital communications. It features a circular emblem accompanied by the name caption to the right.
The wordmark has an uppercase font with customized ‘a’, ‘e’, and ‘x’ letters.
The Caltex emblem represents a circle containing a star, uniting the two colors of the US National Flag.
The Caltex corporate features patriotic motives. Approximately 3/4 of the emblem color is red, while the rest part blue, as it is the US flag. The white star-Caltex at the center unites the blue and red areas of the emblem. The nameplate is blue as well.
Most letterforms in the brand’s official typeface don’t have special features, using an uppercase sans-serif style as the basis. However, the designers have enriched the nameplate by customizing the ‘a’, ‘e’, and ‘x’ characters. The ‘a’ has its horizontal bar transformed into a tiny triangle at the bottom. The ‘e’ letter’s lower bar is elongated and sharpened. Finally, the lower wings of ‘x’ are longer than the upper ones.