Evolution of the Caltex ‘Star’

A logo is the most memorable element of a brand's identity - one that instantly catches attention and remains etched in a customer's memory longer than the brand's name. American petroleum company Caltex is recognised by its 'Delta Star' logo, symbolising quality, value, and service. Apart from forming its identity and conveying its brand ethos, the logo differentiates it from competitors and creates a bold first impression.  

Caltex was born out of a union between its parents - California's Standard Oil Co. or Socal (later Chevron) and The Texas Co. or Texaco, in 1936. The five-pointed Red Star in its logo was borrowed from Texaco and has beautifully evolved over time. The Star had been the guiding force for Texaco's customers and was envisioned to do the same for its descendants’ customers. 

The initial Caltex logo featured black sans-serif 'Caltex' lettering in Dark Blue and White outline written over the Star, marking the birth of the Caltex 'Star'. In 1971, the logo underwent subtle yet strategic changes. The Caltex lettering was emboldened and modernised, now written on a White strip intersecting the Red Star. A thin Black circular frame was added to the logo, enhancing its visual appeal and market presence.  

The 'Delta Star' logo, introduced in 1996, marked a significant shift in Caltex's visual identity. The Caltex lettering and the Star were separated and placed beside each other. The Delta sign (Δ), a symbol of change in Mathematics, was introduced in both these elements. A Dark Blue Delta arrow was placed below the 'A' in Caltex, and a Red Delta triangle intersected the White five-pointed Star. This new logo symbolised the brand's dynamic and ever-changing nature, inspiring a sense of movement and continual evolution.  

Further, the Caltex wordmark was executed in a bold and uppercase custom typeface with a diagonal cut on the lower bar of the letter ‘E'. The star's colour was changed to White, and it was enclosed in a two-coloured circle. The Red and Dark Blue colors of the circular enclosure and the White in the Star together paid tribute to the brand's American roots.  

The bright and stylish logo improved the brand's visual impact and represented professionalism, passion, and energy. It renewed the brand identity for its new corporate and retail programme. At this time, the company was upgrading its network in key markets and renovating its retail outlets across the Asia-Pacific region. 

The Caltex Star also distinguishes the brand from its contenders, especially the ones with similar names or related ancestry. One such competitor is the South Korean Energy company - GS Caltex. It is a 50-50 joint venture between Chevron (a common parent) and GS Group, and operates in the same industries as Caltex. However, one can clearly differentiate between the two because of their discrete logos.  

The Caltex Star is now guiding customers in the Indian auto market, too. Through a long-term association with Hindustan Petroleum Corporation Limited (HPCL), the brand sells engine oils under the Havoline and Delo ranges here. These products are backed by expert technology that delivers optimum engine performance and durability.