01 - Overview
CaltexGo
A familiar brand, ready to go
An app icon for Caltex’s mobile payment service, designed to feel unmistakably part of the brand. I explored visual directions as the name evolved, then created guidelines for use across markets.
02 - Brief
New service. Recognisable identity.
CaltexGo lets motorists pay, earn and redeem loyalty points through an app. The brief was to give this new service an identifiable icon without moving too far from Caltex’s existing identity.
During the design iterations, the client asked to move away from flat vector visuals and incorporate the word ‘go’. The design needed to bring those requests together with the familiar Caltex star.
My role: app icon design, visual exploration and guidelines for use across different applications and markets.
03 - Exploration
Exploring the name and the mark
The early directions explored different names and ways to use the existing Caltex identity. These boards show how the icon developed alongside the naming discussions.
A direction for Caltex Plus
For the proposed name ‘Caltex Plus’, I explored how the star and a plus sign could work together. The alternatives use different compositions and treatments of depth.
Bringing ‘go’ into the icon
Once the client confirmed ‘CaltexGo’, the explorations focused on integrating ‘go’ with the star. The final direction combines white lettering, motion lines and dimensional shading on a red background.
04 - Guidelines
Making the icon usable beyond one screen
The final deliverables were an app icon and a set of usage guidelines for sharing the assets with other markets. The guidelines cover clear space, minimum size, colour specifications and visual effects, helping teams apply the identity consistently.
05 - Results
Extending an established brand into a new digital service
A distinct identity within the parent brand
The final app icon combined the familiar Caltex star with the new service name and a sense of movement.
A defined direction through an evolving brief
Visual exploration resolved changing naming and styling requirements into a consistent final asset.
A reference for use across markets
Clear-space rules, minimum sizes, colour specifications and effects guidance equipped other teams to apply the icon consistently.