Suncor

Brand and
visual identity
guidelines
April 2017
Suncor Brand and visual identity guidelines 2

Contents PAGE

The Suncor brand 2.2 Using our logo with other logos and titles 30
1.1 How to use these guidelines 3 2.2.1 Suncor Energy Foundation 31
1.1.1 Creating value 4 2.2.2 Logo clear space, colour usage and sizing 32
2.2.3 Olympic and Paralympic sponsorship 33
1.2 Brand assets 5
2.2.4 Suncor sponsorship 34
1.2.1 Our mission 6
2.2.5 Internal project titling 35
1.2.2 Our vision 7
1.2.3 Our values 8 2.3 Our visual identity elements 36
1.2.4 Our brand personality 9 2.3.1 Our typefaces and how we use them 37
1.2.5 Our brand proposition 10 2.3.2 Our primary and secondary typefaces 38
1.2.6 Our brand strategy 11 2.3.3 Digital typefaces 39
1.2.7 Our brand architecture 12 2.3.4 Using capitalization, sentence case 40
and colour
1.3 Expressing our brand 13 2.3.5 Our primary colour palette 41
1.3.1 Our brand story 14 2.3.6 Our secondary colour palette 42
1.3.2 Our visual approach 15 2.3.7 Our tertiary colour palette 43
1.3.3 Our tone of voice 16 2.3.8 Achieving the right colour balance 44
1.3.4 Our written style 17 2.3.9 Our energy gradient 45
1.3.5 Our photographic style 19 2.3.10 Our energy assets – the energy line 46
and frame
The Suncor visual identity
2.3.11 Our energy assets – the energy panel 47
2.1 Bringing our brand to life 20
2.1.1 Representing our brand 21 Branded materials – specifications and guidelines
2.1.2 Suncor endorsement guidelines 22 3.1 Branded merchandise 48
2.1.3 Our logo 23 3.1.1 Our clothing 49
2.1.4 Our logo – clear space 24 3.1.2 Our gift items 50
2.1.5 Our logo – colour usage 25 3.1.3 Our logo – use on merchandise 51
2.1.6 Our logo – sizing 26 3.1.4 Our logo – colours on merchandise 52
2.1.7 Our logo – misuse 27
2.1.8 Our logo – using the trademark symbol 28 Brand support 53
 Suncor Brand and visual identity guidelines 3

CONTENTS

1.1 How to use these guidelines PAGE

These guidelines contain everything

you need for the clear and consistent
implementation of our brand and
visual identity.
Inspiration
This document will help you understand our
brand and inspire you to explore its potential.
Information
It contains all of the information you need to
create and maintain a strong brand identity.
Instruction
Every brand and visual identity has rules, and
this guideline contains detailed instructions on
how to implement our identity effectively.
Our brand guidelines are presented in sections that
provide details on application and use. This first
section and section 2 provide a good overview of
the brand and its identity elements.

Examples and templates

Throughout these guidelines, examples of
communication materials are used to illustrate
the application of the identity. In addition, design
templates have been created for items such as
stationery and PowerPoint.
 Suncor Brand and visual identity guidelines 4

CONTENTS

1.1.1 Creating value PAGE

A strong brand is
important to our
Recognition Motivation and direction Consistent experience
business. It creates Consistency in presentation and Our brand is based on a clear and A strong brand will help ensure
value, enhances communication will help people to motivating purpose. This directs our that every time someone comes in
understanding recognize Suncor and what we stand for. decisions and helps us to achieve our contact with our company, either
strategic goals. literally or virtually, they have the
and helps build a same positive experience.
positive reputation.

Differentiation
Standing out from the crowd is
important. We are proud of our brand
and how it is different.

Connection
A successful brand connects with people
on an emotional level, which helps them
to understand, support and believe in
our company. Everyone in our company is an
ambassador of the brand. These
guidelines will help you to
understand our brand promise
and how to express it.
 Suncor Brand and visual identity guidelines 5

CONTENTS

1.2 Brand assets PAGE

“If you are not a

brand, you are
a commodity.”
Philip Kotler MISSION

VISION
We have a clearly defined mission, a
vision for our future and a set of values
that define our behaviour. These are VALUES
the foundation of our brand.
 Suncor Brand and visual identity guidelines 6

CONTENTS

1.2.1 Our mission PAGE

We create
energy for a
better world
Our mission defines the
core purpose and focus of
our business.
When we talk about energy, we mean
the valuable resource that the world
needs. As an integrated energy company,
we explore, develop, refine and deliver.
We also create human energy, in our
company and through our influence, to
change our world for the better. This is
our mission and our promise. It is
distinctive, emotive and unique to us.
 Suncor Brand and visual identity guidelines 7

CONTENTS

1.2.2 Our vision PAGE

To be trusted stewards of
valuable natural resources.
Guided by our values, we
will lead the way to deliver
economic prosperity,
improved social well-being
and a healthy environment
for today and tomorrow.

Our vision defines where the company sees

itself in the future and its place in the
world. It is expressed as a set of aspirations.
It speaks of being trusted stewards because
we recognize our responsibilities to the
environment and to the communities in
which we operate. We are proud of how we
manage our business and the contribution
we make today and for tomorrow. We will
express this view of the future through our
written messages and visual imagery.
 Suncor Brand and visual identity guidelines 8

CONTENTS

1.2.3 Our values PAGE

Our values are based on a constant set of beliefs, and describe “the way
we do things around here.” We expect every Suncor employee to live by
these values every day and we look to express them in our communications.

Safety above all else Respect Raise the bar

Do it safely or don’t do it. Being our best. Giving our best. Pursue with passion.
Showing we care. Always add value.

Do the right thing Commitments matter

The right way, with integrity. We are all connected and part
of something bigger.
 Suncor Brand and visual identity guidelines 9

CONTENTS

1.2.4 Our brand personality PAGE

Our brand has a distinctive

personality which when
expressed, brings the
business to life.

Our personality traits are:

genuine

committed

collaborative

progressive

human
 Suncor Brand and visual identity guidelines 10

CONTENTS

1.2.5 Our brand proposition PAGE

Suncor provides the energy we

need to create a better world.
As a leader, we raise the bar by
looking at the whole picture,
building bridges and finding The brand proposition
solutions to complex problems. should guide content,
which should express the
We value people and stand by our following ideas:
commitments. our mission

We are trusted to deliver economic leader

prosperity, social well-being and a improvement and

innovation
healthy environment for today and
collaboration
tomorrow.
commitment
triple bottom line
 Suncor Brand and visual identity guidelines 11

CONTENTS

1.2.6 Our brand strategy PAGE

Our brand is one of our most

valuable assets. It reflects our
business strategy, and helps to
guide policies, culture and behavior.
The aim of the brand strategy is to set Where does the brand sit in
direction and deliver real value to the Downstream an organization?
company, both in terms of financial worth Strong brands articulate brand strategy in
and positive reputation. It does this by helping Upstream a clear and compelling manner and are an
to deliver our business goals; acts as a compass extension of the business strategy. Moving
that aligns the organization in everything from “saying” what your brand represents
we do and say; and creates understanding Business Services to “saying and doing” requires effort, but
and confidence amongst all stakeholders. it’s what builds a strong brand and business.
And these are the measures against which Companies that can operate in the say and
we evaluate the success of our strategy. Finance do space are strong brands.
Specifically, the brand strategy is focused on: Business
strategy Brand
Understanding and living our mission,
vision and values in everything we do Human Resources

Aligning all of our communications

efforts to achieve coordinated goals Legal
Measuring the impact of our activity
against our specific objectives Major Projects

Supply Chain
& Field Logistics
 Suncor Brand and visual identity guidelines 12

CONTENTS

1.2.7 Our brand architecture PAGE

Suncor is our corporate brand. Within that brand, we have a number

of business initiatives and campaigns and, although some of these
may have their own names, they must follow the Suncor brand and
visual identity guidelines.
There are two sub-brands, Petro-Canada and the Suncor Energy
Foundation. These brands have their own names and visual identities,
but they are aligned to the Suncor brand as they share our mission,
vision and values.
Petro-Canada is our consumer-facing brand. It has its own brand
promise and proposition and a number of ‘product brands.’
The relationship between the brands is one of corporate
endorsement, called an endorsement brand model.
The Suncor Energy Foundation
brand shares a number of the
visual attributes of the Suncor
brand, but it is independent
of the commercial activities
of our business.
 Suncor Brand and visual identity guidelines 13

CONTENTS

1.3 Expressing our brand PAGE

“Be yourself.
Everyone else
is taken.”
Oscar Wilde

Having defined the brand, we now

need to bring it to life.
 Suncor Brand and visual identity guidelines 14

CONTENTS

1.3.1 Our brand story PAGE

t
Energy is at the core of our brand story.
r y through a se
ur sto iples. 2
It is the reason we exist and it permeates We tell o unication princ Principle
of comm nd
everything we do. It is a physical fuel for
Vision a
the world and, in the abstract it powers
e v e l o p ment seeing the
our ideas, ambitions and actions.
1 d yond tod
ay,
Principle be ly, to
sib
In practice, we should express energy in all We look , working respon rrow.
tion re o
big pictu at is needed tom
of our communication. Images should have
Illumina s achiev e w h

and ideato
an energy of their own, using light and a
sense of movement. Our language should
energy
have impact, and be active and expressive. We have ew ideas
see n
inspire, to find solutions.
and

ed en ergy
Integrat

3
Principle
ion and
Realizat y
deliver to helpy
ur energ .
We use o world around us
ve th e
impro
 Suncor Brand and visual identity guidelines 15

CONTENTS

1.3.2 Our visual approach PAGE

We seek to
inspire,
Inspire Instruct
Inform
We need to build an emotional Documentation that aims to instruct
A structured approach is necessary
connection with our audience if we needs to have clarity of purpose and
when our aim is to inform. Layout

inform or
wish to inspire. This calls for a creative content. It will feel more controlled than
and design should be inviting and
approach, where thought-provoking when inspiring or informing, and is
engaging. Clarity and accessibility
ideas are communicated with likely to be more concise. Layout and

instruct in
are of equal importance.
imaginative imagery, intelligent copy design are formal, but still need
and an interesting visual layout. to be interesting to read and inviting.

our communication. Anti-corruption

information guide
It is important to identify our
primary goal to ensure we
achieve the desired level of Understanding Suncor’s expectations

understanding or action.

This is our
bottom line

3
Suncor’s ability to generate significant free cash
We strive to develop resources in ways that deliver economic flow has contributed to a very strong balance
sheet, effectively positioning the company to take
prosperity, social wellbeing and a healthy environment.
advantage of growth opportunities and maximize
It’s a continuous journey of learning, engaging, improving. shareholder value.

And a journey we’re proud to be making. Our focus on capital discipline has resulted in
capital expenditures that are well below our cash
Discover more in the 2013 Report on Sustainability at flow from operations for the past four years.
Suncor.com/sustainability Financial strength
We increased our dividend to shareholders twice
in the past year, first in May 2013 by 54% and
again in February 2014 by 15%.

?
We have repurchased over 7% of Suncor’s
outstanding shares since 2011.

4
ENGLISH Anti-corruption booklet_v4.0_291113_AW.indd 1 21/01/2014 17:25
Suncor has been an industry leader in sustainable
Tools to navigate development, with a focus on delivering triple bottom line
results in environmental, social and economic performance.
Our community involvement We have four public “beyond compliance” environmental
10 Anti-corruption information guide
Understanding Suncor’s expectations 11
goals, focused on land reclamation, air emissions, freshwater
use and energy efficiency, and we are currently developing
Suncor has a lot of eyes on our actions and performance.
new long-term environmental and social goals. Some How we conduct ourselves day-to-day to
achieve our business results is as important
as the results themselves. I encourage you
We know that meeting our stakeholders’ expectations
is how we earn and retain our social licence to operate We are a founding member and proud leader of COSIA, common to be honest and ethical in every business
situation, thinking about what is right and
Sustainable
questions
and grow. And as stewards of valuable natural resources, which is driving environmental performance improvements acting in a way that reflects Suncor’s values.
we have an opportunity – and a duty – to help build Steve Williams, Suncor President and CEO.
a better future. development across the industry.

Suncor supports the development of strong, sustainable Q: Could even a low

communities and contributed over $130 million in 2013. dollar value gift be
viewed as a bribe?
A: Yes. There is no
For more information on our sustainable development monetary threshold on
what may be a bribe. To be clear, any
refer to Suncor’s 2013 Report on Sustainability. Q: If bribery is commonplace gift, entertainment or other benefit

5
in a jurisdiction and everyone that could influence a business
else is paying bribes, does that decision or create even a perception
mean paying a bribe is okay?
Suncor pioneered commercial oil sands of influence must never be offered
or accepted, regardless of value.
development and continues to advance
A: No. At Suncor,
technology through innovation to improve we never pay bribes.
That’s why we invest in change and social progress.
It’s for the benefit of our organization, our people and
The Suncor Energy Foundation is a private,
non-profit, charitable foundation established by Suncor
OUR VALUES IN ACTION efficiencies, lower costs and through
the communities in which we operate. When we work
with people – our communities, Aboriginal groups or
in 1998 to support registered Canadian charitable
organizations. Fully funded by Suncor, the foundation Commitments matter industry collaboration by enhancing Q: If I can keep a project on schedule
others – we keep social needs at the forefront. We have complements our other community investment activities. environmental performance. and save Suncor thousands of dollars
policies to guide our way. All across Suncor, our people know they are by paying a nominal bribe, shouldn’t
The SunCares Employee Program supports our part of something bigger A: No. Paying a
I do that?
Recently, we began implementing a bold new approach employees’ passion for giving back to the communities bribe never saves
to community investment that defines how we work where they live and work, and their desire to help “Our commitments build trust and credibility. We continue to make significant investments money. Doing it even

Don’t
with others. Its aim is to support the resilience and build sustainable communities. Our Grants Program They also enhance integrity, reliability and If you are unsure about a situation, always ask.
sustainability of communities near our operations. We connects our employees and retirees to a number of for communication. It’s very important for us all in research and development to progress our Q: What do I do if
once tells the corrupt third party that
see ourselves as a catalyst, connecting and supporting different grants available for them to direct to the causes See you’re willing to participate in illegal You may be periodically audited or asked to
Industry expertise
to feel ‘connected and part of something bigger’
more about Community portfolio of promising technologies. I receive a demand activity, which can lead to escalating confirm your compliance with anti-corruption
be afraid
our communities and partners to collaboratively they care about, and our Volunteer Program offers a at Suncor.”
Aboriginal
Investment and
address complex social challenges and build sustainable variety of tools and resources to support their volunteer for a bribe? A: You should demands. Apart from the fact that it’s laws, Suncor’s PPIP and the terms and conditions
Relations
& Stakeholder
Jadranka Fares, Exploration & Production, Libya refuse and explain
communities – healthy, vibrant and thriving places activities as individuals, as part of a team or through not the right thing to do, by the time of your contract with Suncor. This dialogue
Our Refining and Marketing operations have
to ask
people want to visit, live in and be a part of. Suncor-sponsored events. it is against investigation, legal and other costs will help protect everyone involved from the
applicable anti-corruption laws associated with corruption charges are
consistently led our North American peers on a and the terms and conditions factored in, paying a bribe is always
potential consequences of corruption and

questions
46 – The Suncor Way Navigating our journey – 47
of your contract with Suncor.
unethical business practices. If at any time you
net earnings per barrel of crude capacity basis. Afterwards, report the incident
a losing business proposition.
require further information or clarification, please
to your Suncor representative. contact your Suncor representative.

ENGLISH Anti-corruption booklet_v4.0_291113_AW.indd 10 21/01/2014 17:26 ENGLISH Anti-corruption booklet_v4.0_291113_AW.indd 11 21/01/2014 17:26

SUNCOR ENERGY INC. ANNUAL REPORT 2013 7

 Suncor Brand and visual identity guidelines 16

CONTENTS

1.3.3 Our tone of voice PAGE

Our tone of voice is the language we

use or the way we deliver it, whether
it’s spoken or written, when we are
representing Suncor.
How we communicate When writing, think of it as
verbally is as important as real people talking to real
how we communicate visually. people, face-to-face, and
Our communication should often one-on-one. It is about
engage with readers and real stories and shared
listeners in an energetic and experiences told in a
enthusiastic style that has a meaningful, honest and
‘human’ feel to it. It reflects an engaging way.
honest, confident personality.Economy has value; using
The tone of our communication long words in complicated
should never be pretentious sentences will make it harder
or false; it is natural, to get the meaning across.
unaffected and intelligent. Above all, we avoid
We maintain a conversational ‘corporate-speak’ and using
manner, using simple too many internal terms,
explanations rather than phrases and acronyms that
jargon, and wherever possible can feel excluding to others.
avoid technical terms unless
we define them.
 Suncor Brand and visual identity guidelines 17

CONTENTS

1.3.4 Our written style PAGE

Corporate-speak – with its self- Infuse energy into your Be conversational. Use Don’t use a lot of Write like a leader,
sentences by choosing contractions. Ask cumbersome words that not a follower. Craft
important feel and tired, dull verbs rather than nouns. questions. Its OK to are technical when a few each sentence with
phrases – is the opposite of real begin the odd sentence simple straightforward purpose and energy.
Do write like this…
and readable. Engaging language with “And” ones will do.
Do write like this…
has an attractive simplicity and an Suncor is creating and
Do write like this… Do write like this…
sustaining… Forging strong and lasting
authentic manner that respects Let’s talk about how this We use new technologies to relationships – that’s how
But not like this…
the way people speak. helps Suncor. It isn’t simple, cut costs... we do it.
Suncor is committed to the but we’ll try to make simple
establishment and
But not like this… But not like this…
sense of it…
sustainment of… Suncor utilizes innovative Suncor is committed to
But not like this… technological developments developing and maintaining
to minimize expenditures… positive, meaningful
The positive impacts on
Do write like this… relationships with stakeholders
Suncor’s business are in all of its operating areas.
Suncor invests heavily in potentially significant. [Insert Use the opportunity to
environmental protection. complex and highly technical inject copy with life,
But not like this… explanation here]. transforming lazy
sentences into active
Significant funds are being
invested in the protection of calls to action.
the environment. Do write like this…
Get involved! Send us your
story today.
But not like this…
You can participate by
submitting a story you would
like to share.
 Suncor Brand and visual identity guidelines 18

CONTENTS

1.3.4  Our written style PAGE

We have specific guidelines Be bold. Take risks. Choose personally Don’t use words and Respect the fact that time
Innovate rather than empowering statements clichés – instead write clear is precious, so don’t waste
about our writing style, allowing imitate. And seek to over platitudes that speak and energetic copy that yours or your readers. Get
all of us to communicate in a way inspire. to the masses. will engage the reader. to the point. And quickly!
that reflects our culture and our Do write like this… Do write like this… Do write like this… Do write like this…
personality in our writing.
In the words of Steve You have the power to make In our quest to create energy
This element defines the
Williams, “Innovation and our workplace safer. for a better world, Suncor
requirements for a risk
human ingenuity are part of never loses sight of the
But not like this… management system.
our DNA.” As writers (and people and communities
speakers), we share that Each and every one of you our business touches. Isn’t But not like this…
DNA...and must let the can contribute to the that what sustainability is
creative genes express enhancement of safety all about? The intent of this element is
themselves. in the workplace. to establish clear
But not like this…
requirements for
Suncor is a unique and the implementation of a
Don’t assume people have sustainable energy company systematic approach to
the same knowledge to dedicated to meeting or identify and manage risk.
decipher industry jargon as exceeding the changing
you do. expectations of our current
Do write like this… and future stakeholders.
Upgrading flexibility allows
Suncor to tailor blends to our
customers’ needs…and get Reinforce your reader’s
higher prices for our personal connection to
products. Suncor’s goals and values
by addressing the
But not like this…
individual.
Suncor’s flexible upgrading
Do write like this…
configuration helps to
It is important to ensure that
optimize realizations by You are crucial to Suncor’s you are writing to our style
allowing the company to success. – a consistent written style
blend synthetic crude oil to will help us deliver the best
But not like this…
specifications desired by its brand experience.
refining customers… Every employee plays an
For more information about
important role in the our written copy style contact
attainment of Suncor’s brandmgmt@suncor.com.
corporate goals.
 Suncor Brand and visual identity guidelines 19

CONTENTS

1.3.5 Our photographic style PAGE

Photography is a key tool in

conveying the world of our brand
and our business. Photos help
present our stories, promote ideas
and show our activities. They
should be expressive, feeling
both natural and approachable.
Our photography is about capturing and
reflecting the energy we bring to creating
a better world. It is presented visually
through the use of light and in the spirit
of the people and subject matter.
We use a journalistic style that captures
the important moments, the movement,
and the light. Images should convey ideas,
support our vision and present reality in
an open and honest way.
We do not always reflect this in a single
image – sometimes we use a collection of
images, each of which presents a different
moment or aspect of our story.
Whether it is presenting an aspect of our
operations, a business support function or
our view of the world, there are three key
themes from our brand story that guide
our imagery:
illumination and ideas
vision and development
realization and delivery
 Suncor Brand and visual identity guidelines 20

CONTENTS

2.1 Bringing our brand to life PAGE

The first section of these guidelines focused on

the thinking behind our brand and how it acts
as a set of guiding principles for the company.
In this section, we demonstrate how the brand
is expressed and the rules that guide its usage.

We create
energy for a
better world.

suncor.com
 Suncor Brand and visual identity guidelines 21

CONTENTS

2.1.1 Representing our brand PAGE

Our brand is Suncor. This is the name and logo that we use in all
Suncor Energy
communications about our activities and operations. When using Suncor Suncor Energy Inc. Sub-brands
the logo, it must appear as seen here.
1 2 3
1 2
Suncor logo is the simple form. It’s how Suncor Energy logo is the complete form.
we talk about our company and how others The complete form of the logo is used
refer to us. It represents the essence of our on financial and corporate documents,
company. It does not require translation. stationery, and building signage
enterprise-wide. This version of the logo
For internal use, refer to Suncor on first does require translation. It is the logo that
reference, unless the full name is required is used with subsidiaries (e.g. Suncor Energy
for legal reasons. Services Inc.). Suncor Energy Inc. is the legal
entity used for our stock exchange listing
For external use, the first reference to the and on legal documents.
company name in an external document
should always be the full name of the 3
company (Suncor Energy). The company Suncor has a number of sub-brands.
can then be referenced as Suncor. The Suncor Energy Foundation sub-brand is
a private, non-profit, charitable foundation.
Exception. In cases where an external
sponsorship or event is branded ‘Suncor’ the Petro-Canada is a sub-brand that is used in
‘Energy’ is not required in the first instance. our retail, wholesale and lubricants business.
ie. Suncor is a proud supporter of the 2015 Suncor and Petro-Canada logos are rarely
Western Canada Summer Games. used together. Instead, a subtle, three-level
endorsement system identifies Petro-Canada
The simple form is used with the trademark
as a Suncor business:
symbol (TM, MC, TM/MC). Suncor logos,
word marks and design marks are registered 1. A Suncor business
trademarks owned by Suncor Energy Inc. 2. Petro-Canada is a Suncor business
There is an English, French and bilingual 3. Suncor is the proud owner of Petro-Canada
version of the logo with the trademark The endorsements communicate
symbol. The bilingual version is provided ownership and transfer strengths from
for third party use. one brand to another.
Business and operations Corporate, financial and Stakeholder and
(upstream/downstream/distribution) building signage customer-facing sub-brands
 Suncor Brand and visual identity guidelines 22

CONTENTS

2.1.2 Suncor endorsement guidelines PAGE

Level 1 endorsement Level 2 endorsement Level 3 endorsement

Level 1 endorsement appears on customer-facing Level 2 endorsement appears on Petro-Canada wholesale, Level 3 endorsement is for Petro-Canada community
Petro-Canada touch points where it appears on the partner, distributor and product touch points where the investments and sponsorships. It appears on Petro-Canada
same page or plane as the Petro-Canada logo. endorsement is placed away from the Petro-Canada logo. community partnership touch points.

English version English version English version

A Suncor business Petro-Canada is a Suncor business Suncor is the proud owner of Petro-Canada

French version French version French version

Une entreprise de Suncor Petro-Canada est une entreprise de Suncor Suncor est fière propriétaire de Petro-Canada

Personal Name
Title Description

Legal Name INFLAMMABLE ABC

COMPANY
Address Line 1
Petro-Canada is a Suncor business
Address Line 2
Address Line 3
Tel 000 000 0000
Cell 000 000 0000
Fax 000 000 0000
name@suncor.com

A Suncor business www.petro-canada.ca

Petro-Canada is a Suncor business

Suncor is the proud owner of Petro-Canada

A Suncor business

A Suncor business

Petro-Canada is a Suncor business

Suncor is the proud owner of Petro-Canada

A Suncor business
Petro-Canada is a Suncor business

For more information about the Petro-Canada brand, visit the

Petro-Canada Brand Centre at http://brand.petro-canada.ca
(site registration is required).
 Suncor Brand and visual identity guidelines 23

CONTENTS

2.1.3 Our logo PAGE

The Suncor logo is the symbol that represents

our brand. It is made up of elements that Energy arc
reflect different aspects of our brand and acts Logotype
as a signature to all our communication.
The Suncor logo is a fixed The blue logotype is strong,
element of our identity and it confident, and reassuring,
must never be altered or while the yellow to warm red
recreated in any way. Its of the energy arc represents
application is carefully the energy we bring, and the
controlled by the guidance enthusiasm we have for a
provided in these guidelines. better world.
The logo consists of two
graphic features – the
logotype and the energy arc.
They always appear together
in the relationship you Suncor blue: Yellow:
PMS 294 PMS 123
see here.
CMYK 100/58/0/21 CMYK 0/24/94/0
RGB 0/85/150 RGB 239/196/45

Orange:
PMS 158
CMYK 0/60/100/0
RGB 213/111/29

Red:
PMS 032
CMYK 0/90/86/0
RGB 211/41/51
 Suncor Brand and visual identity guidelines 24

CONTENTS

2.1.4 Our logo – clear space PAGE

As the main identifier of our

business, the logo plays a
critical part of our visual
identity. For maximum visual
impact, always position the
logo within a clear area.
We always maintain a clear space around
the Suncor logo, free from text and
graphics. The minimum clear space is
equal to the capital ‘S’ of Suncor.
It is also acceptable to superimpose the
logo onto a photograph. Place it in an
uncluttered area of the photo where there
is adequate contrast between the logo and
the background.
Improving
Wood BuffAlo
Suncor is making a significant
investment in the Wood Buffalo
Connections in Driving
Better
Home Ownership Program to
When you’re ready to join Home oWnersHip progrAm encourage as many people as
business
possible to plant roots in the

2014
Business
region and build a workforce
To take advantage of the Wood Buffalo Home Ownership Program,
that shares our commitment
simply follow the steps below. The enrolment process is simple with
Ask
Keeping you informed.
to the social and economic
minimal required paperwork.
your questions, vibrancy of the community.
bring family members, Enrolment has never been easier! WAYS OF WORKING
and learn more
about the program GREATER CONNECTIONS
together!
1 leArn more
Attend an upcoming housing information session, meet
CREATING EFFICIENCIES
IN BUSINESS
Oversize loads on the move
to Suncor sites
representatives from the Suncor lending partners and
pick up an enrolment kit. Investing in home ownership Who’s eligible? ESTABLISHING CONTROLS
AND MEASUREMENT
Take the first step The Wood Buffalo Home Ownership Program provides financial assistance for you and You may be eligible for the program Until November 2016, a number of oversize loads will make their
your family to live in the Wood Buffalo region. It is designed to encourage and help if you are permanently based in Wood way to Suncor sites north of Fort McMurray on our local highways.
2 enrol in tHe progrAm
you establish your home in the Wood Buffalo community while building your career Buffalo and are a full-time salaried or
Register for one of the following
Email your completed enrolment kit (also available on
with us. It aligns with Suncor’s values of doing the right thing for our employees and hourly employee. • Most oversize loads are not expected to significantly affect traffic
the Core) and required documents to the Housing Office
housing information sessions by visiting at WBHousingOffice@suncor.com. Once approved, the community, as well as our sustainable approach to business.
As it was with the SHARP Housing
• Some larger loads may create brief traffic flow interruptions
www.eventsforce.net/suncor or calling the Housing Office will send you a Housing Statement
confirming your eligibility and entitlement in the program. Although the decision to live in Wood Buffalo is ultimately yours and your family’s, Allowance Program, you must also • Larger, longer, taller and slower loads have escort vehicles to
1-888-606-0636. This is your opportunity to
If you are a current or former SHARP participant, a the aim of the program is to make buying a home in the region more affordable meet the additional criteria to receive help ensure public safety
learn more and ask questions. Representatives
Housing Statement outlining your options has been and attainable for you. a Mortgage Subsidy or Lump Sum
from each of the lending partners will also be mailed to you. Down Payment: Safety is our top priority – please watch for all oversize loads.
available to schedule one-on-one consultations, The program offers support for renters, current homeowners, and future homeowners
so register early! alike, if you meet the eligibility criteria. You may benefit from the following: • You bought your first home in We thank you for your patience and cooperation during this time.
Wood Buffalo on or after January 1,
For more information on oversize loads, please visit 511.Alberta.ca
2005, or are planning to buy your
locAtion
3 contAct A suncor lending pArtner Mortgage Up to 10 years of mortgage support to offset the first home in the region, and
It’s up to you to research and select a Suncor lending Subsidy additional cost of entering the Wood Buffalo housing
Suncor Business Centre partner to work with. Contact CIBC, RBC or Scotiabank for • Your home in Wood Buffalo is –
market compared to other communities. Suncor will make
885 Memorial Drive a consultation when you receive your Housing Statement. or will be – your principal residence
monthly subsidy payments directly to one of our lending
Fort McMurray partners – CIBC, RBC or Scotiabank – to assist you with Only one Suncor employee per suncor.com/connections
your mortgage. household is eligible for the program.
dAtes
If you are currently participating in the
Lump Sum A one-time payment used for the purchase of your first
October 15, 16, 17 home in Wood Buffalo.
SHARP Housing Allowance Program,
Down Payment
October 21, 22, 23 you may enrol in the Wood Buffalo
Rent Allowance A monthly allowance to help offset the cost of renting Home Ownership Program at any time
November 4, 5, 6 by switching or renewing your mortgage
a home in Wood Buffalo for up to two years while you
November 12, 13, 14 with a participating bank. Switching
save and get ready for home ownership.
November 25, 26, 27 your mortgage to a Suncor lending
December For more information about the program, visit partner is necessary, but timing is
2, 3, 4
the Core > My Life at Suncor > Workforce Mobility and Housing. flexible to avoid you incurring mortgage
penalties. Switching may provide a
AvAilABle times Register for and attend an upcoming Housing Information financial advantage to you and you are
5:00 to 7:00 p.m. Session to learn more about the program and your next steps. encouraged to explore this possibility.
6:30 to 8:30 p.m. For details, see the back page.
8:00 to 9:30 p.m.
 Suncor Brand and visual identity guidelines 25

CONTENTS

2.1.5 Our logo – colour usage PAGE

Ensuring the appropriate

colour is used for our logo is
important in maintaining our
brand’s visual integrity.
Full-colour positive on a white or light coloured background Full-colour reverse on a Suncor Blue background

The Suncor logo is made up of colours from

the primary colour palette (see section 2.3.5).
Wherever possible, use the full colour logo
on a white background. This is the preferred
version of our logo.
Other colour options for the Suncor logo are
acceptable. These colour variations can be
used when the full colour version is not
appropriate:
• when reproduction process limits the
use of full colour
• when budget restricts the use of full colour
Suncor’s logo files can be downloaded at
One-colour blue positive on a white or One-colour black positive on a white or
www.suncor.com/en/newsroom/584.aspx. light coloured background light coloured background

One-colour white reverse on a One-colour white reverse on a Full colour reverse on a black
Suncor Blue background black background background (for merchandise only)
 Suncor Brand and visual identity guidelines 26

CONTENTS

2.1.6 Our logo – sizing PAGE

A minimum size for the use

of our logo ensures that
we retain clarity across all Minimum size for print Minimum size for digital Minimum size for embroidery
communication formats.

15 mm
110 px

51 mm

The minimum size for print is The minimum size for digital reproduction is The minimum size for embroidery is 51 millimetres / 2.0 inches.
15 millimetres / 0.6 inches. 110 pixels. This ensures reproduction of the Only the single colour version of the logo should be used for
logo when supplied at 72 dots per inch (dpi). embroidery. For Suncor blue use Madeira 1934 thread.
 Suncor Brand and visual identity guidelines 27

CONTENTS

2.1.7 Our logo – misuse PAGE

Controlling the appearance of our logo

and its application is important in
maintaining consistency and recognition.
The examples opposite show The logotype and energy arc
various ways the Suncor logo should never be:
should not be used, changed
separated
or modified. Our logo should
never be: replaced with a
different typeface
distorted
used independent of
expanded
each other.
placed in a box
Always use electronic files
created in any other colour provided by Suncor to
other than those specified reproduce our corporate logos.
placed on backgrounds that Suncor’s logo files can be
impair clarity downloaded at www.suncor.
com/en/newsroom/584.aspx.
have effects applied.
Size the logo files
proportionately using the
corner handles of the digital
file, while holding down
the shift key.
 Suncor Brand and visual identity guidelines 28

CONTENTS

2.1.8 Our logo – using the trademark symbol PAGE

The trademark symbol and notice Logo with the trademark symbol
serves to educate the public that English version French version Bilingual version
the Suncor logo is a registered
trademark of Suncor Energy Inc.
The trademark symbol and notice must
be used properly to protect Suncor’s
trademark rights.
The symbol is aligned as shown. All other
logo guidelines (see sections 2.1.3-2.1.7)
apply to the trademark version of the
Suncor logo.
Trademark notice used on other materials and under licence Trademark notice for Suncor web properties,
Always use electronic files provided by
Placed away from the signature as a footnote on the page. annual reports, quarterly reports, other investor
Suncor to reproduce our corporate logos
Text is set in Frutiger Light or in the typeface of the application. relation materials, and Report on Sustainability
with the trademark symbol and use the
appropriate notice. There is an English, French Text is set is the typeface used on each web property or report.
and bilingual version of the logo with the
trademark symbol. The bilingual version
English Suncor Energy Inc. materials: English materials:
is provided for third party use. Select the
correct logo and notice for the language of
TM
Trademark of Suncor Energy Inc. Suncor and the Suncor logo are trademarks of
the application. Suncor Energy Inc.
French Suncor Energy Inc. materials:
Contact brandmgmt@suncor.com if you French materials:
MC
Marque de commerce de Suncor Énergie Inc.
require these files and have questions about
Suncor et le logo Suncor sont des marques de
use of the trademark symbol and notice. English and French bilingual Suncor Energy Inc. materials: commerce de Suncor Energy Inc.
TM/MC
Marque de commerce de Suncor Énergie Inc. – Trademark.

English third-party materials:

TM
Trademark of Suncor Energy Inc. Under licence.

French third-party materials:

MC
Marque de commerce de Suncor Énergie Inc. Utilisee sous licence.

English and French bilingual third-party materials:

TM/MC
Marque de commerce de Suncor Énergie Inc. – Trademark.
Utilisee sous licence. Used under licence.
 Suncor Brand and visual identity guidelines 29

CONTENTS

2.1.8 Our logo – using the trademark symbol PAGE

When to use the trademark symbol and notice Application of the trademark symbol
and notice in documents
1 2 3 On simple one-page documents, a single
There are materials on which it is There are materials on which the There are materials on which the use of the logo with the trademark symbol
important that the trademark symbol trademark symbol and notice do trademark symbol does not appear, and notice is sufficient. The notice is typically
and notice appear. not appear. but the notice is required. placed at the bottom of the page or in the
footer, away from the logo. The notice is set
These include: These include: These include: in the font of the document. For details on
typefaces, see section 2.3.2.
All displays and advertising materials relating social media graphics website suncor.com
to the provision of products and services If there is more than one trademark
‘logo soup’ sponsorship pages, advertising microsite sustainability.suncor.com referenced in a one-page document, add
when the logo is used by a third-party
or banners the trademark symbol to the first instance
licensee (and in that case the notice must also microsite connections.suncor.com
indicate that the mark is used under licence) stationery, including letterheads, business of each mark.
microsite together.suncor.com
cards, envelopes and forms Lengthier, more complex, commercial
All external advertising materials (digital,
other Suncor web properties documents will require multiple
print and TV) relating to the provision of Corporate web interfaces
products or services annual and quarterly reports and other applications of the trademark symbol
PowerPoint presentations and notice. Some commercial documents
investor relations materials
All trade show and event displays, including include multiple trademarks references
Facility signage
booths, panel and pop-up banners relating Report on Sustainability by more than one company. Contact
to the provision of products and services Apparel brandmgmt@suncor.com for more
Although the Suncor logo with the
Consumer and business-to-business Promotional merchandise information and guidance.
trademark symbol is not required on the
(i.e. Lubricants) websites and social Vehicle signage suite of Suncor web properties owned by
media channels Suncor, a trademark notice must be added
On printed or manufactured materials less to the legal notice on each site. Similarly,
All invoices and bills of lading for products than 75 millimetres / 3 inches square
sold in bulk the notice should appear at the end of or
in the legal notice of our annual reports,
Only employees, approved suppliers and quarterly reports, other investor relation
third-party licensees, such as partners, materials, and Report on Sustainability.
dealers, distributors and agents, may use
our Suncor, Petro-Canada and Sunoco
logos, word marks and design marks.
 Suncor Brand and visual identity guidelines 30

CONTENTS

2.2 Using our logo with other logos and titles PAGE

Our logo will often need to appear with

other logos in shared communication and
co-branded environments.
In certain situations we We have an approach to each
Suncor Energy Foundation sub-brand Suncor Olympic and Paralympic sponsorship
need to demonstrate our type of relationship explained
relationship with other brands on the following pages.
or partners. We also have to Ensure only original master
consider the relationships artwork is used. Suncor’s
between the Suncor logo and logo files can be downloaded
the sub-brands and initiatives at www.suncor.com/en/
we have within Suncor. newsroom/584.aspx.
This could include other
brands owned by Suncor
such as Petro-Canada,
internal projects or the logos Suncor sponsorship Suncor internal projects
of our external partners.

PARTNER
LOGO
Major Projects
 Suncor Brand and visual identity guidelines 31

CONTENTS

2.2.1 Suncor Energy Foundation PAGE

The Suncor Energy Foundation

sub-brand is a private, non-profit,
charitable foundation established
by Suncor Energy Inc. Logo elements

The Suncor Energy Foundation logo is used Grey:

for charitable support or funded initiatives. For Suncor PMS Cool Grey 8
logo colours, CMYK 15/0/0/50
see section 2.1.3 RGB 136/139/141

Suncor Energy
Suncor
Foundation
logo
logotype

Vertical rule

Vertical format – English Vertical format – French Horizontal format – English Horizontal format – French
 Suncor Brand and visual identity guidelines 32

CONTENTS

2.2.2 Logo clear space, colour usage and sizing PAGE

For maximum visual impact, Clear space Sizing

always position the Suncor
Energy Foundation logo within Minimum clear space Minimum size for printed applications Minimum size for online applications

a clear area, free from other

text or graphics. The minimum
clear space is equal to two 2X 2X
times the height of the letters
“FOUNDATION” of the Suncor
Energy Foundation logotype.
X 15 mm
The logo is made up of 2X 2X 110 px
colours from the Suncor
primary colour palette with
the addition of a secondary
grey. Wherever possible,
use the full colour logo on
Colour usage
a white background.
Full-colour positive on white or One-colour blue positive on a white or One-colour black positive on a white or
light coloured background light coloured background light coloured background

Full-colour reverse on Suncor Blue background One-colour white reverse on Suncor Blue background Full colour reverse on black background
(for merchandise only)
 Suncor Brand and visual identity guidelines 33

CONTENTS

2.2.3 Olympic and Paralympic sponsorship PAGE

Suncor’s partnership with Suncor Olympic and Paralympic committee sponsorship

the Olympic and Paralympic English version French version Bilingual version

Games follows a specific set

of guidelines.
We have created Olympic and Paralympic
logo ‘lock-ups’ to reflect our relationship.
The lock-ups are used for internal
communication materials including email
signatures, presentations, the Core and
elevator lobby signage. The lock-ups are
used externally for media releases,
Suncor Olympic committee sponsorship
websites and advertising.
Suncor Olympic and Paralympic logo English version French version Bilingual version

lock-ups are available in English, French

and bilingual versions.

Approvals
Always use electronic files provided by
Suncor to reproduce the Olympic and
Paralympic lock-ups. And use of the
lock-ups must be approved in advance.
Contact the Sr. Advisor, Olympic and
Paralympic Sponsorship for approvals
and additional information. Suncor Paralympic committee sponsorship

English version French version Bilingual version

 Suncor Brand and visual identity guidelines 34

CONTENTS

2.2.4 Suncor sponsorship PAGE

Suncor’s logo often appears with other

logos, most commonly when we sponsor
an event. These examples show ways to
position our logo with others. Example

Sizing Side-by-side identities Separated – base aligned

When possible the Suncor When the full-colour Suncor

logo and the partner logo logo and partner logo PARTNER
LOGO
should be of equal width are placed the minimum
and height to each other, distance apart, a vertical
or should be equal in rule coloured Cool Grey 8
visual weight. (see section 2.2), is used to
visually separate them.
Spacing When the Suncor logo and
The distance between the the partner logo are reversed
Base aligned Centre aligned

Suncor logo and the partner out of a coloured background,

logo is equal to twice the the rule is also reversed out x x
width of the ‘S’ in our logo. white. When the distance
between logos is greater
Alignment than the minimum, no rule
The two logos may be base- is required.
aligned or centre-aligned in a
horizontal arrangement, and
left-aligned or centre-aligned
in a vertical arrangement.
Choose the alignment best Left aligned Centre aligned

suited to the communication.

 Suncor Brand and visual identity guidelines 35

CONTENTS

2.2.5 Internal project titling PAGE

There are rules governing the relationship

of Suncor business unit and project names
to our logo.
Business unit or project names They may sit to the right
only ever appear as text and or below the Suncor logo, Spacing for horizontal applications Spacing for vertical applications
must be constructed in the provided the business unit
following way: or project name sits outside
the logo’s defined clear
set in Frutiger
space. It should be aligned
set in sentence case as shown in the examples
on this page.
the height of the name should
Major Projects
be half the height of the letter No other elements should
‘R’ in our logo. be added. Major Projects

The element relationships and features must not be

altered in any way

MAJOR PROJECTS

MAJOR PROJECTS
 Suncor Brand and visual identity guidelines 36

CONTENTS

2.3 Our visual identity elements PAGE

 Suncor Brand and visual identity guidelines 37

CONTENTS

2.3.1 Our typefaces and how we use them PAGE

2
Different typefaces have
different visual characteristics
An integrated approach
and these can be used to climate change
to convey our personality Leaders refine their
goals based on
and purpose. Q: Could even a low feedback, share final
goals with employees.
dollar value gift be Share goals with

The typefaces (or font families) we use have viewed as a bribe? peers or other key
A: Yes. There is no partners that you
been chosen because they say something monetary threshold on work with.

about who we are and enable us to For more information on our what may be a bribe. To be clear, any

SUNCOR
reserves and resources base
communicate in different ways. refer to our Annual Information gift, entertainment or other benefit
Form dated February 28, 2014.
that could influence a business
Our typefaces also provide visual consistency
across all types of communication, and
decision or create even a perception
of influence must never be offered GOALS
and value drivers
A proven
or accepted, regardless of value.
enable our audiences to recognize us
through their consistent use.
integrated model
open house
Our primary and secondary typefaces used You’re invited to the Suncor
across our brand are Frutiger and Sabon.
Visually they are quite different but work
19
“I work in a function where the only
well together to help bring different asset we have is our people: we ‘sell’
% our skills and knowledge to the rest of
characteristics of our brand to life. Reduction in injury
Suncor. We invest heavily in ensuring
frequency rate
our people are the best in the business.

2
From training and on-boarding to the

1 Our mission and vision

various programs, tools and support Do the right thing
The right way, with integrity
% initiatives, I see strong support for this
Reduction in lost time
value in Finance.” why we are here and Commitments matter
We are all connected and part of
where we are going.
injury frequency among
employees and contractors
Crystal Doering, Finance, Calgary something bigger.

I know what my job is, Help your team through change

so why do I need goals?

• Be a change leader – help your team members
learn, adjust and work through new or changing
business situations
• Build your change competence as a leader –
check Learning and Development on the Core
In the course of your business relationship “Businesses can be
with Suncor, you may be authorized to a huge part of the
solution to social
engage third parties such as subcontractors and environmental OUR 2014 TARGETS
or sub-distributors. challenges”
How we will get there
 Suncor Brand and visual identity guidelines 38

CONTENTS

2.3.2 Our primary and secondary typefaces PAGE

Frutiger Sabon
46 Light, 55 Roman, Roman, Italic, Bold,
65 Bold, 75 Black Bold Italic
Frutiger is our primary typeface and comes Sabon is our secondary typeface. It supports
in a number of weights that enable us to our primary typeface, Frutiger, by bringing
vary the level and strength of voice. additional visual character to our brand.
Frutiger is a modern, clean The italicized versions of these As a serif typeface, Sabon
and legible typeface. It weights of Frutiger are expresses intelligence,
brings qualities of allowed but should only be humanity, depth, character
precision, confidence, applied where additional and heritage. It allows us to
reassurance, clarity and definition is required, such promote an additional or
structure to our brand. as for quotes or call-outs. more human voice within
our communication.
For body copy, Frutiger 45 We do not use Frutiger 95
Light and Frutiger 55 Roman Ultra Black as it is too heavy While we can use Frutiger on
are preferred. Frutiger 65 and lacks the sense of its own, we never use
Bold can be used to create precision we want Sabon by itself. It is always
visual impact for introductory to express. presented in conjunction with
paragraphs and sub headings. Frutiger, even if it is the
75 Black is a heavy version dominant feature.
and its use should be This ensures that our use of
restricted to places where We do not use
this more expressive typeface Frutiger or Sabon for
additional strength is needed. is always controlled with the Word, PowerPoint or
confidence and reassurance other word processing
of Frutiger. applications. See
section 2.3.3 for
more information.
 Suncor Brand and visual identity guidelines 39

CONTENTS

2.3.3 Digital typefaces PAGE

For digital communication such as

PowerPoint, Word and websites, we use
equivalent typefaces to Frutiger and Sabon,
These are, Arial and Times New Roman.
This ensures visual consistency of typefaces
when viewed digitally.

Arial
Regular, Italic,
Bold, Bold Italic
Arial (Frutiger)
Arial is the replacement for
Frutiger when it is unavailable.

Frutiger and Sabon can be used for

Times New Roman online communications where the
delivery of the font is not dependent
Roman, Italic, Bold, on the viewer’s system, as in the case
of digital banners.
Bold Italic Please note that there are a number of
digital and online applications where
Times New Roman (Sabon)
Frutiger and Sabon cannot be used.
Times New Roman is the replacement
In these cases we use Arial and Times
for Sabon when it is unavailable.
New Roman as equivalent typefaces
to aid accessibility.
Use these substitute typefaces for
correspondence, internal documents, We do not use Frutiger or Sabon for
newsletters and PowerPoint Word, PowerPoint or other word
presentations when Sabon and Frutiger processing applications.
are unavailable on your system.
 Suncor Brand and visual identity guidelines 40

CONTENTS

2.3.4 Using capitalization, sentence case and colour PAGE

Use of capitalization Use of sentence case

WE CREATE We create
ENERGY FOR A energy for a
BETTER WORLD better world
The use of capitalization creates a forceful and functional The majority of copy, whether headline or text, should be
voice. It is appropriate to use when a strong, direct and set in sentence case. This provides a more accessible and
determined tone is needed. We only use capitalization for human voice to our communications. We can use different
short statements of a few lines to ensure legibility. weights of our typefaces to increase tone.

BOARD APPOINTMENT

John D. Gass
Appointed to board of directors
of Suncor Energy

Mr. Gass is former vice president, Chevron Corporation and former president,
Chevron Gas and Midstream. He has extensive international experience, having
served in a diverse series of operations positions in the oil and gas industry with
increasing responsibility throughout his career.
Mr. Gass holds bachelor’s and master’s degrees in civil engineering and serves
on a variety of business and community boards. He is a member of the American
Society of Civil Engineers and the Society of Petroleum Engineers.
Mr. Gass’ significant experience as a leader in business and in the resource
suncor.com
industry, as well as in the community will help guide Suncor, Canada’s leading
integrated energy company, as it builds on its resource base and production
assets to responsibly develop petroleum resources.
For a detailed biography of Mr. Gass, as well as the company’s entire
Board of Directors, visit www.suncor.com.
This example balances the more direct tone of voice when
capitalization is used, with the warmth and vitality of the energy
gradient. The use of colour in this instance softens the capitals. J000675_Suncor_Appointment_Naple_07.indd 1 13/02/2014 17:13

This example combines the use of capitalization and

sentence case to help organize the hierarchy of content
and achieve the appropriate tone of voice for the piece.

suncor.com
 Suncor Brand and visual identity guidelines 41

CONTENTS

2.3.5 Our primary colour palette PAGE

Our primary colours are used in our logo and

also are a key asset in our identity. When
used consistently, these colours, along with
our secondary and tertiary colour palettes,
will be recognized as Suncor colours.
The use of our primary Use of red
palette – blue, red/orange/ While red is part of our
yellow and white – delivers a colour palette and energy
visual consistency through all gradient (see section 2.3.9), Suncor blue: PMS 294 | CMYK 100 / 58 / 0 / 21 | RGB 0 / 85 / 150
our communication materials. it is a forceful colour and
Our primary colours can be should not be used as a
used as a ‘signature,’ i.e., dominant feature in any
they do not always need to communication.
be dominant, but should The importance of white
always be present to provide White is a key colour in our
a visual link to how we identity as it brings freshness
express our brand. and modernity.
By blending the warm colours
together we create a gradient
that we call the Suncor
energy gradient. This a key PMS 032 PMS 158 PMS 123
visual feature of our brand,
reflecting the energy we
create for a better world.
More details on our energy PMS 032 PMS 158 PMS 123 White
gradient and assets can be CMYK 0/90/86/0 CMYK 0/60/100/0 CMYK 0/24/94/0
found in section 2.3.9. RGB 211/41/51 RGB 213/111/29 RGB 239/196/45
 Suncor Brand and visual identity guidelines 42

CONTENTS

2.3.6 Our secondary colour palette PAGE

Our secondary and tertiary colour palettes

have been selected for how they work with
the primary palette, as well as the need for
differentiation across our communication. Secondary Palette

The secondary palette has Whatever the communication

been created to reflect the or its goal, aspects of the
P 7546 P 534 P 646 P 5415c
cool and warm colours primary palette should CMYK 73 / 45 / 24 / 66 CMYK 95 / 74 / 7 / 44 CMYK 60 / 40 / 5 / 25 CMYK 66 / 40 / 28 / 11
in the primary palette. It always be used in some way RGB 37 / 55 / 70 RGB 27 / 54 / 93 RGB 124 / 138 / 180 RGB 104 / 125 / 147
supports our overall approach when using the secondary
to colour while enabling or tertiary palettes.
greater variety in our
P 5295 P 3005 P 305 P 543
communication. CMYK 30 / 24 / 10 / 9 CMYK 100 / 30 / 0 / 4 CMYK 54 / 0 / 10 / 0 CMYK 35 / 9 / 0 / 4
As with all our colour RGB 179 / 176 / 196 RGB 45 / 143 / 208 RGB 133 / 198 / 210 RGB 164 / 200 / 225
applications, different colours
are used to create the right
balance as described in P 538 P 340 P 361 P 5565
section 2.3.8. CMYK 12 / 3 / 2 / 4 CMYK 99 / 0 / 84 / 0 CMYK 55/ 0 / 90 / 0 CMYK 40 / 11 / 45 / 13
RGB 197 / 207 / 218 RGB 67 / 138 / 61 RGB 149/ 186 / 58 RGB 127 / 156 / 144

P 208 P 715 P 130 P 115

CMYK 11 / 94 / 35 / 31 CMYK 0 / 61 / 99 / 10 CMYK 0 / 30 / 90 / 0 CMYK 0 / 4 / 80 / 0
02 SUNCOR: Report on sustainability 2014 SUNCOR: Report on sustainability 2014 03

RGB 134 / 31 / 65 RGB 246 / 141 / 46 RGB 242 / 169 / 0 RGB 255 / 224 / 79
A message from “There is no room for villains or heroes when
we are looking at our collective energy future.”

our CEO
Among other things: Five years ago, we set an industry precedent have a responsibility to do whatever we can
– making safety our top priority by adopting performance goals on water to reduce our carbon footprint. But to make a
– working toward continuous improvements consumption, reclamation of disturbed lands, significant global impact on GHG emissions, we
in our economic, social and environmental energy efficiency and air emissions. As we will all need to have a much bigger discussion
performance continue to focus on achieving our 2015 about how we plan our cities, heat our homes,
– being bold about setting goals and objectives, we are looking to our business grow our food and access transportation.
transparently reporting on our successes and stakeholders in an effort to draw up
and failures ambitious sustainability goals for beyond Similarly, while I’m very proud of the investments
– investing in technology and innovation 2015 that will address our environmental we make every year in the communities where

2 3
P Cool Grey 8 P Cool Grey 3
– collaborating on solutions. and social performance. we operate, I can’t help thinking how much
Understanding our Operational Understanding our Operational

P Cool Grey 11
more could be achieved if industry, policymakers
Excellence Management
Our aspirations are rootedSystem
in our values, one The reason for broadening our targets is and stakeholders could come together and use Excellence Management System
of which stands above the rest: if a job can’t simple: we believe companies like Suncor their collective talents and skills to tackle some
be done safely, don’t do it. Five separate have a unique opportunity – and obligation – of our social challenges, whether it’s building
fatalities (three employee and two contractor) to advance the well-being of the communities capacity in the non-profit sector or improving
near our Oil Sands site earlier this year were a where we operate and to try to address complex educational outcomes for Aboriginal youth.

How does
A good company-wide
CMYK 15 / 0 / 0 / 88 CMYK 15 / 0 / 0 / 50 CMYK 8 / 0 / 0 / 20
sad reminder that we can never let up on our social problems.

In a business as large and complex

commitment to ensure every worker goes home
safely. Incidents like these are unprecedented
as Suncor, things
But we also recognize we can do so much
have
Collaboration isn’t easy, and neither are the
challenges we face. To get to solutions, we’ll STEVE WILLIAMS
the potential to go wrong. Without
and not acceptable. We have assembled a
the proper controls inway is not always the best
more on all of these fronts when we collaborate need to check our personal agendas at the
major task force to intensify safety efforts and
on solutions. door, realize our
standard includes:
place, unplanned events and
ensure tragedies like these never happen again.
One incidents happen.
Sands InnovationThis affects
way – and focus on the common good.
• Purpose, scope, objective
“Operational excellence is our
RGB 136 / 139 / 141 RGB 200 / 201 / 199
example is Canada’s Oil

OEMS RGB 83 / 86 / 90
our safety andwereliability,
Nearly two decades ago, as part of our
sustainability journey, launched a corporate-increases ourindustry-wide
costs and lowers
Alliance (COSIA), a network of 13 companies
focused on improving our
I believe there’s reason for optimism. If we can
start to imagine a better energy future, we can • Minimum requirements
performance. But when
plan, we wealone,
wide plan to manage our greenhouse gas
put controls
shared more thanin 560place and
environmental performance. In its first year
act
begin to work together to make it a reality. As

• Roles and responsibilities

means to take charge of the
While the global energy landscape is always Sadly, solution-oriented discussions about our (GHG) emissions. Guided by that COSIA we do so, we need to recognize that not
evolving, some things remain constant and energy future are in short supply these days.
withtooperational discipline,
continue to invest in technology and innovation
incidents and errors godirectly
technologies worth nearly $1 billion.
down
everything we attempt will lead

• Measurement & verification

certain. Healthy economies require a healthy We’ve become very good at demonizing, reduce our emissions intensity and ultimately to success.

and our
Our aim isperformance goes Suncorup.and seven other companies have done However, here’s another certainty: if we don’t
supply of energy. And with a global population rather than deliberating. We excel at ‘bend the curve’ on absolute emissions growth. Another kind of collaboration is the work

things we can control and help

support
expected to grow to nine billion before confrontation, but we seem to have lost for the emissions from our product
the middle of this century, we are more
challenged than ever to develop the energy
the ability to have honest, direct, human
conversations about energy choices that
to be on par with, or lower than, other sources
of oil. We’ve also made investments in
to launch a United Nations Global Compact
(UNGC) Local Network in Canada. This is part of
try, we will fail. And that will be on us – all of
us – to explain to future generations.
• Continuous improvement
the world needs while minimizing our impact touch all of our lives, every day. The operational excellence
renewable energy sources, primarily wind ascontinuing
our its goal, the
support for the UNGCOperational
and its 10

us deliver on our promises.

on the environment. power and biofuels. These investments reflect Principles, which guide our approach to human The next conversation on our energy future
I’m convinced there is a better path forward. Excellence Management
our belief that all energy sources will be part System
rights, labour, (OEMS) providesbegins
environment and anti-corruption consistent
today. Let’s strive to make it a
When it comes to discussing our shared energy Instead of trying to prove who is right and of the energy mix going forward, and our – wherever in the world we operate. constructive and respectful discussion
controls intothe form ofhas company-wide standards about andboth the benefits and risks of energy

operational
future, we must openly address the risks of who is wrong, we need to work together commitment producing energy that

OEMS gives us a framework.”

our energy choices, including the challenge of on practical solutions. Simply put, there less impact on the environment. We need to take collaboration to the next level. development. Together, we can begin to
global climate change. How we produce, deliver is no room for villains or heroes when we practices that are applied across We need to startthe company.
having open and honest These controls
build a more sustainable society.
and use energy has a very real impact on our are looking at our collective energy future. Technology and innovation are also allowing conversations across the stakeholder spectrum
planet. At the same time, we need to recognize are grouped into 18 elements to make it easier
us to significantly lower our freshwater draw about the kind of society we all want to create for us to talk
the equally real benefits responsible energy We know we can’t resolve this impasse on our and look at ways to recycle and reuse this – and the energy choices that will get us there.
development continues to generate – including own. But we can contribute to building a better about
waterthem, work
across our operations. with
By sharing manythem and meet their requirements.

excellence?
jobs, mobility and a better quality of life for future by striving to become the best company of these advances with industry peers, we Consider the climate change challenge. As an Steve Williams
millions of people around the world. we can be. What does that mean? expect to have an even greater impact. energy producer, our starting point is that we president and chief executive officer

How OEMS works A finite number of causes To manage causes, Applying operational
for the things that can go we put controls in place discipline as a leader
wrong. Examples:
Expectations don’t exist
Lack of knowledge
Wrong incentives
Equipment not capable
OEMS organizes our controls
Personnel not allocated
into 18 written elements

Controls to address causes and reduce incidents

Operational Examples:
excellence OEMS

Proceedures
Planning /
scheduling
18
elements
Performance Measurement
Four Sources Training / Management of
People
of risk certification change process
Personal and process safety
Sustainability People
Reliability Equipment Performance Engineering
Process management disciplines
 Suncor Brand and visual identity guidelines 43

CONTENTS

2.3.7 Our tertiary colour palette PAGE

Use of the tertiary colour palette should be

limited to where more differentiation is
required between content, such as sections
within reports or highlight pages. Tertiary palette – colours used where additional differentiation of content may be required

The Report on Sustainability If the tertiary colour is too

is a good example of tertiary heavy and affects clarity of
CMYK 66 / 16 / 38 / 0 CMYK 41 / 0 / 23 / 0 CMYK 70 / 21 /13 / 29 CMYK 26 / 0 / 0 / 17
colour use. content, a lighter tint can RGB 118 / 166 / 164 RGB 178 / 212 / 206 RGB 84 / 127 / 153 RGB 164 / 193 / 216
These colours can also be used be used.
to highlight detailed content
and areas of specific interest
where differentiation from the CMYK 70 / 60 / 14 / 0 CMYK 30 / 24 / 10 / 0 CMYK 22 / 44 / 63 / 0 CMYK 10 / 23 / 51 / 3
primary and secondary palette RGB 101 / 105 / 156 RGB 188 / 188 / 208 RGB 192 / 151 / 106 RGB 219 / 194 / 140
is required.
Performance
at a glance

CMYK 8 / 40 / 80 / 0 CMYK 3 / 20 / 46 / 0 CMYK 0 / 0 / 65 / 40 CMYK 0 / 0 / 45 / 20

RGB 216 / 163 / 76 RGB 237 / 210 / 155 RGB 174 / 167 / 90 RGB 216 / 209 / 146

vision is to Pursue zero injuries

Suncor pursues a
Management Strategy – a region-wide
approach aimed at further reducing our
including skilled labour shortages and
supporting Aboriginal youth. We also
The frequency of employee lost time
d stewards injuries and recordable injuries continued
‘triple bottom line
vision’ of sustainable
freshwater withdrawal, increasing reuse began to implement a new and more

ble natural to decline as employees and contractors development: we

and recycling of wastewater and tailings
water in our operations, and limiting
comprehensive strategy to work with
Aboriginal businesses and communities

CMYK 65 / 31 / 63 / 0 CMYK 40 / 0 / 46 / 0 CMYK 0 / 0 / 0 / 80 CMYK 0 / 0 / 0 / 40

embraced our Journey to Zero safety maintain that energy
s. Guided by

11.2
culture and its guiding value: Do it safely development should overall tailings containment. to advance mutually beneficial economic
development. And we continued to
es, we will or don’t do it. occur in a way that
provides economic Addressing the climate integrate Suncor’s Human Rights Policy
change challenge
way to deliver We continued to implement clear and prosperity, promotes across our operations.
$ B
c prosperity,
d social well-
consistent process safety standards,
procedures, training and audits across
Suncor’s operations – a program we expect
to complete by the end of 2013. Process
social well-being and
preserves a healthy
environment.
Suncor’s absolute greenhouse gas (GHG)
emissions and emissions intensity both
increased in 2012, due mainly to significant
production increases at our Firebag in situ
Generate prosperity
and opportunity
In 2012, royalties paid by Suncor totalled
Spent on goods
and services
RGB 119 / 145 / 114 RGB 181 / 209 / 163 RGB 88 / 88 / 87 RGB 177 / 177 / 176
d a healthy safety targets the prevention of incidents operations. While we expect intensity levels approximately $2.3 billion, including

1.5
to decline as those new projects mature, $684 million directed to Alberta government
ment for today that can result in fatalities or significant
injuries, as well as environmental, health GHG management is a challenge requiring oil sands royalties. Suncor also paid more
orrow. Here and property damage. multiple responses. Suncor continued to than $1.5 billion in taxes to governments

shot of our reduce our

Healthy Strong
implement measures that conserve energy
and lower GHG emissions while investing
in Canada and internationally, and spent
$11.2 billion on goods and services. $ B
environmental footprint
s in 2012 and Suncor continued to make progress on its
environment economy in longer term technologies aimed at
significantly reducing emissions intensity
Our supply chain spending showed we
had vendors in all 10 Canadian provinces Taxes to governments
performed. four ‘beyond compliance’ environmental Sustainable
development
and potentially ‘bending the curve’ on as well as the Northwest Territories and in Canada and
internationally
performance goals to improve energy absolute emissions. We also continued to the Yukon.
efficiency, achieve absolute reductions in engage in and encourage a broader public
freshwater consumption and air emissions, dialogue on energy development, use Advance collaboration
and increase land reclaimed by 2015. and conservation. Suncor co-founded Canada’s Oil Sands
We completed several years and more Social Innovation Alliance (COSIA), an alliance
than $1.3 billion of work to implement well-being Promote social responsibility of 14 companies representing 90 per cent
our TROTM tailings management process Suncor began implementing a bold new of oil sands production. Through COSIA,

CMYK 0 / 0 / 0 / 20 CMYK 0 / 0 / 0 / 60
that is expected to dramatically accelerate approach to community investment aimed companies share technologies and
the reclamation of tailings ponds and at helping communities near Suncor’s best practices focused on performance
mined lands and reduce the need for operations grow, thrive and become improvements in four environmental
on the web:
future tailings ponds. And we began sustainable. Part of that journey involves priority areas: tailings, water, land and For our full report on our performance,

RGB 217 / 217 / 217 RGB 134 / 134 / 134

to implement our Oil Sands Water addressing broader social challenges – GHG emissions. including performance data, visit
™ Trademark of Suncor Energy Inc. suncor.com/sustainability

Report on sustainability 2013 Suncor: Report on sustainability 2013 — 3

30 Suncor: report on sustainability 2014 Suncor: report on sustainability 2014 31

2014 social
progress report
These progress reports provide details on our social performance. on the web: Further details on our
For detailed information about our economic performance, environmental and social progress
are available at sustainability.suncor.com
visit suncor.com and read our 2013 Annual Report.

FOCUS AREA 2013 - 14 PLANNED ACTIVITIES 2013 - 14 RESULTS 2014 - 15 PLANNED ACTIVITIES

Safety, health and security – Seek to eliminate all workplace incidents. – The lost time injury frequency among Suncor employees and – Seek to eliminate all workplace incidents.
SocIAL – Implement and sustain Journey to Zero through networks, contractors increased slightly from 0.05 in 2012 to 0.06 in 2013. – Implement and sustain Journey to Zero through networks, leading/
leading/lagging metrics and governance. – The recordable injuries frequency rate declined, from 0.59 in 2012 lagging metrics and governance.
– Focus on the sustainability of process safety practices over to 0.56 in 2013 – a 5% improvement. – Focus on the sustainability of process safety practices over
the long term. – Integration of process safety standards across all of Suncor’s major the long term.
facilities is complete.

Human rights and social risk – Review and update Human Rights policy with accompanying – Integrating human rights considerations into many project – Roll out updated Human Rights policy with accompanying
standards and guidelines. implementation processes. standards and guidelines.
– Conducted corporate social responsibility assessment on Libyan – Fully integrate human rights considerations into project
operations. implementation process.
– Completed human rights training for Libya-based employees.
– Implemented a grievance mechanism across Libyan operations.

Stakeholder and – Finalize complaint and grievance mechanism and develop – Complaint and grievance mechanism developed with implementation – Implement, assess and report on complaint and grievance mechanism.
Aboriginal relations rollout plan. underway across refinery operations. – Finalize social risk framework and incorporate into existing processes.
– Finalize social risk assessment tool. – Social risk models developed for project-specific application. – Develop an online Aboriginal Awareness training module.
– Target more than 250 people to receive Aboriginal – More than 300 employees completed Aboriginal awareness training. – Progress Aboriginal workforce strategy development.
awareness training. – Cross functional team initiated to develop an Aboriginal workforce – Streamline Aboriginal Relations reporting across the organization
– Aboriginal employment strategy completed and strategy. and align with PAR performance categories and key metrics.
implementation plans drafted. – Standard reporting processes in place for Aboriginal Relations steering – Align business development and PAR performance measures.
– Establish regular cross-enterprise reporting on Aboriginal committees and monthly contract spending.
economic collaboration. – Partner with community-driven initiatives to build local Aboriginal
– Standard language and criteria established for evaluating Aboriginal business capacity and leverage partnerships.
– Develop and implement Aboriginal Procurement Guideline. contracts and proposal.
– Implement external issues management process.
– Conduct survey of our Aboriginal business partners and – Work to establish external issues management process underway.
communicate results. – Evaluate the effectiveness of local engagement plans through
– External Aboriginal business partner survey conducted with results third-party reputational research.
– External issues management process finalized and rollout under analysis.
plan in place. – Celebrate PAR certification and analyze feedback to understand
– Stakeholder research findings have been communicated. Feedback areas for improvement.
– Share results of stakeholder research and develop plans is being incorporated into stakeholder-specific engagement plans.
to address feedback. – Applied to become PAR certified in 2014.
– Complete third-party audit of our Aboriginal Relations program
to receive Progressive Aboriginal Relations (PAR) certification
through the Canadian Council for Aboriginal Business.
 Suncor Brand and visual identity guidelines 44

CONTENTS

2.3.8 Achieving the right colour balance PAGE

The primary palette covers the cool and

warm elements of the colour spectrum,
so we need to make choices with colour
to create the right balance for our brand.
We are always looking to create the right balance
between coolness and warmth, control and energy.
Delivering this balance is a key visual signature for Suncor.
Our logo is a good example of this balance – the
sense of calm, control and reassurance of the logotype, Control and reassurance Our energy is always Optimism and energy
coupled with the warmth, energy and vitality of the Formal colours that express balanced and controlled Dynamic colours that express
energy arc. confidence and stability warmth and the human touch
However, balance does not mean equal. Sometimes
we will want to lead with a strong sense of energy
by focusing on the warmer colours in our palette.
For control and reassurance we may turn to the
cooler colours.
Remember that white has a key role as part of the
colour mix in our identity.

Cool, still and light White Warm, dynamic and energetic

for clarity
and freshness
 Suncor Brand and visual identity guidelines 45

CONTENTS

2.3.9 Our energy gradient PAGE

One of our key identity elements is the

energy gradient, presented as our energy
arc in our logo. It symbolizes the physical
energy we produce as well as the drive
and determination we have for helping
create a better world.
In its transition from yellow We apply the gradient to
to warm red, the energy shapes and forms, such
gradient conveys the idea as lines and panels. The
of integration; an important following pages illustrate
aspect of Suncor’s energy the application of the
story, and a key part of our energy gradient in our
brand story (see section communication materials.
1.3.1 for more details). For details on the colour
We use specific gradients of makeup of the energy
colour to convey ideas such gradient, see section 2.3.5.
as inspiration and vision,
positivity and the literal
expression of energy in
nature – sunrise and sunset.
 Suncor Brand and visual identity guidelines 46

CONTENTS

2.3.10 Our energy assets – the energy line and frame PAGE

The energy line and energy

frame are key visual components
of our communication. These
elements help bring structure
to a layout.
The energy line can be used to underline
important information and separate ideas.
The gradient in the energy line can be applied
in either direction to effect movement.
The line weight can be thin to express
precision, or can be thick and bold to
express confidence.
The energy frame is another way to use
the gradient. The energy frame has been
created for our advertising, both digital
and print. Suncor Energy
For detailed information on how to aims higher.
We’re proud to be the long-term source of refined energy

create the energy frame contact products for Colorado. The energy we bring also helps
sustain and grow the communities we live and work in,
aiming higher to provide support through our partnerships.

brandmgmt@suncor.com. Find out more at www.suncor.com

Keeping you informed.

The Suncor Energy Edmonton Refinery would like to notify local
residents of the potential for increased flaring or steam emissions
during a scheduled maintenance outage of the operations from early
April to the end of May. There may also be some additional noise
present as a result of the flaring. Alberta Environment and regional
stakeholders have been informed.
Suncor Energy will work diligently during the shutdown and start up
to minimize any impact on the community and our neighbours. If you
have concerns, please call 780-410-5642.
The Strathcona Industrial Association (SIA) 24 hour telephone message
board called UPDATEline provides information for the public regarding
unusual or non-routine activities at heavy industry operations in east
Edmonton and Strathcona County.
For more information, call 1-866-653-9959.

www.connections.suncor.com
 Suncor Brand and visual identity guidelines 47

CONTENTS

2.3.11 Our energy assets – the energy panel PAGE

As with our energy arc and

line, our energy panel is a SunCares A sustainable

bold visual statement used to

community is…

Employee
a place where people want
to visit, live and be a part
of because there’s lots of

showcase important content. Program

clean, natural resources and
economic opportunities.
These are also communities
that have the commitment
and means to work together
Supporting the through prosperous and
challenging times.

The energy panel can be applied in a Policy Statement

Canadian Aboriginal relations
causes you care
about
variety ways to accommodate different
layouts and graphics. Vision

Suncor aspires to be a sustainable energy company

by developing energy in a way that provides economic

The energy colours (as with the energy prosperity, promotes social well being and preserves a healthy
environment. An important part of this vision involves
working in collaboration with Canada’s Aboriginal peoples

line) can run in different directions to to develop a thriving energy industry that allows Aboriginal
communities to be vibrant, diversified and sustainable.

ensure clarity of content and integration Commitment

Suncor is committed to working closely with Canada’s Aboriginal peoples and

with the background, and colour communities to build and maintain effective, long-term and mutually beneficial
relationships. To achieve this commitment, we strive for relationships that are based
on transparency, mutual respect and trust.

references can start at different points Key beliefs

on the energy gradient.

Responsible development takes into account Aboriginal interests regarding the
opportunities and impacts of energy development on communities and on their
traditional and current uses of lands and resources.

People and communities affected by our activities should have the opportunity Karen Reiman is the Manager, Contracts
for Renewable Energy. She also volunteers
to benefit from energy development through opportunities such as employment,

Details on the energy gradient colours

as Chairman of the Board of Directors for
business development, education, training or community investment. Alberta Dance Theatre for Young People.

It makes sound, strategic business sense to support the involvement of Aboriginal

peoples in our business and in Canada’s mainstream economy. Proud and passionate – that’s how we’d describe you, our employees, contractors and retirees,
can be found in section 2.3.5. when it comes to getting involved in your communities and making it better. Whether you’ve
been actively involved for years or just thinking about getting started, the SunCares Employee
Program can support you to get involved and stay involved in your community.
Through the SunCares program, Suncor Energy and the Suncor Energy Foundation support your
efforts, and the well-being and sustainability of our communities.
February 2014

Improving
Connections in Driving
business Better
2014
WAYS OF WORKING
Business
GREATER CONNECTIONS
CREATING EFFICIENCIES
IN BUSINESS
Building on a Foundation of Success
ESTABLISHING CONTROLS
AND MEASUREMENT Annual General Meeting
 Suncor Brand and visual identity guidelines 48

CONTENTS

3.1 Branded merchandise PAGE

Branded merchandise that is well-done and

carefully selected will be worn with pride by
employees and gratefully received as gifts by our
many stakeholders. These guidelines will help you
get it right by applying the logo in an optimal way
on quality clothing and gift items.
 Suncor Brand and visual identity guidelines 49

CONTENTS

3.1.1 Our clothing PAGE

Wearing our logo when it’s

reproduced well on quality
clothing reflects the pride of
associating with Suncor and
makes a strong impression at
work and in the community.
Placement
In most instances, the best place for the
logo on clothing is the left breast or on
the front of a hat. If subtle branding is
more appropriate or if Suncor is a
secondary brand, you can place it
elsewhere, for example on a sleeve
or back of a hat.

Embroidery
The logo should be embroidered on
fabric merchandise whenever possible.
Embroidery is not suited to some fabrics
though, so in these cases, it’s best to
screen print the logo. There are different
size requirements for each, so be sure to
check the section noted below as well as
the section for logo colours.

See section 3.1.3 for logo clear space

and minimum size, and section 3.1.4 for
logo colours.

Garment colours
Choose colours that reflect Suncor’s
corporate colours or are neutral (black,
grey, dark blue). You can use colours from
the secondary colour palette for trim.
 Suncor Brand and visual identity guidelines 50

CONTENTS

3.1.2 Our gift items PAGE

In addition to clothing,
quality gift items with our logo
are enjoyed at work and in
day-to-day life outside of
work. They are a great way
to say thanks.
These are only a few examples of quality
products that may be selected to carry our
logo. They demonstrate where the logo is
optimally placed and the size of logo in the
available space. These are important
considerations when ordering new branded
items, as is clear space around the logo and
the colour of logo. Check out the sections
noted below for size and colour guidelines.

See section 3.1.3 for logo clear space

and minimum size, and section 3.1.4 for
logo colours.

Gift colours
Choose colours that reflect Suncor’s
corporate colours or are neutral (black,
grey, silver, dark blue). You can use colours
from the secondary colour palette for
appropriate items, such as pens, and for
trim elements.
 Suncor Brand and visual identity guidelines 51

CONTENTS

3.1.3 Our logo – use on merchandise PAGE

The way the logo is used on Clear space

merchandise is as important Preferred clear space Minimum clear space
as the way it’s used on our
website, ads and signs. Always X X

follow these guidelines for

correct use.
X

Clear space
X X
We always maintain a clear space around
the Suncor logo, free from text and
graphics. The preferred clear space is
equal to the capital ‘S’ of Suncor. The
minimum clear space is equal to 1/2 the Minimum size Minimum size for embroidery
‘S’ of Suncor.

Minimum size
The minimum size of the logo on non-
clothing items or where it is silkscreened is
15 millimetres / 0.6 inches. The minimum size
for embroidery is 51 millimetres / 2.0 inches.
15 mm

Secondary text 51 mm
You can add secondary text to identify an
event, award or team. Whenever possible
place the secondary text away from the
logo, e.g., on the sleeve of a shirt, the Secondary text
back of a mug, or lower down on a
backpack if the logo is at the top. If this is
not possible, place the text a minimum
distance away from the logo that is equal
to the capital ‘S’ of Suncor.
Set secondary text in Frutiger Roman,
upper and lower case.

See section 3.1.4 for logo colours. Secondary text

Secondary text should be the same
colour as the Suncor logotype.
 Suncor Brand and visual identity guidelines 52

CONTENTS

3.1.4 Our logo – colours on merchandise PAGE

The correct logo colour Full-colour logos (screen printing only)

is critical on merchandise. Full-colour positive on a white or light coloured background Full-colour reverse on a dark background

While embroidery poses

PMS 294
some limitations, there’s Madeira thread 1934
flexibility for one-colour and
tone-on-tone applications.
PMS 032
The logo may be reproduced in any of the
colour options shown. Embroidered logos
must be one-colour due to the difficulty
of reproducing the energy arc.
PMS 123
Tone-on-tone
The logo may be tone-on-tone or it may One-colour logos (embroidery or screen printing)
match trim elements, provided the One-colour blue positive on a white One-colour black positive on a white
appearance is tone-on-tone. or light coloured background or light coloured background

One-colour white reverse on a dark background Tone-on-tone (colours may vary)

 Suncor Brand and visual identity guidelines 53

CONTENTS

 Brand support PAGE

These guidelines should provide you

with basic information on our brand and
how we express it. If you have questions
on how to implement any aspect of
our identity, you can get help from
Suncor’s Brand and Reputation team.
We appreciate your help in following
these guidelines to develop a strong and
consistent look and voice for our brand.
For more information and guidance,
please email brandmgmt@suncor.com.