exxon mobil us retail site image handbook feb 2011.pdf
DESCRIPTION
Signage & Graphics ManualTRANSCRIPT
US Retail Site Image Handbook
February 2011
Reta
il S
ite
Imag
e S
tan
dard
sE
xxo
n
Exx
on R
etai
l Site
Im
age
Sta
ndar
dsTab
le o
f C
on
ten
ts
Gu
idin
g P
rin
cip
les
Desig
n C
on
sid
era
tio
ns
Main
Id
en
tifi
cati
on
Sig
n (
MID
)C
an
op
yF
uelin
g A
rea
Backco
urt
Exte
rio
rs(C
-Sto
re, C
ar
Wash
& B
ays)
Oth
er
Fo
reco
urt
Ele
men
tsS
up
plier
Co
nsid
era
tio
ns
Reso
urc
es
1.1
.11.1
.21.2
.11.3
.11.4
.11.5
.1
1.6
.11.7
.11.7
.2
Exx
on R
etai
l Site
Im
age
Sta
ndar
dsG
uid
ing
Pri
ncip
les
Th
is t
oo
lkit
is d
esig
ned
to
make E
xxo
nb
ran
ded
sit
es a
ttra
cti
ve, b
rig
ht,
well
mark
ed
, an
d q
uic
kly
reco
gn
izab
le f
or
ap
osit
ive c
usto
mer
exp
eri
en
ce.
Imag
e s
tan
dard
s s
pelled
ou
t in
th
is
do
cu
men
t are
to
en
su
re t
hat
the m
ost
vis
ible
ele
men
ts o
f a R
eta
il s
ite p
rop
erl
yre
pre
sen
t th
e E
xxo
n b
ran
d a
nd
su
pp
ort
bu
ild
ing
a s
usta
inab
le, d
iffe
ren
tiab
le,
co
mp
eti
tive a
nd
pro
fita
ble
bra
nd
eq
uit
y.
Th
ey f
ocu
s o
n f
ou
r p
rim
ary
ele
men
ts:
Th
e M
ain
Id
en
tifi
cati
on
Sig
n (
MID
),C
an
op
y &
Fascia
, F
uelin
g A
rea a
nd
B
ackco
urt
Bu
ild
ing
Exte
rio
rs.
• •
1.1.
1
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
1.2
Desig
n C
on
sid
era
tio
ns
Th
e t
oo
lkit
ou
tlin
ed
bo
th t
he
“M
inim
um
” r
eta
il im
ag
e s
tan
dard
s
as w
ell a
s t
he “
Reco
mm
en
ded
”
sta
nd
ard
s. It
sh
ou
ld b
e n
ote
d t
hat,
wh
ile a
ccep
tab
le f
rom
th
e d
esig
n
pers
pecti
ve, th
e “
Min
imu
m” s
tan
dard
sm
ay o
r m
ay n
ot
be a
deq
uate
to
co
mp
ete
wit
h m
ajo
r co
mp
eti
tors
in
vari
ou
s m
ark
ets
.
Th
e s
tan
dard
s s
pelled
ou
t in
th
e
“R
eco
mm
en
ded
” c
olu
mn
of
this
to
olk
itare
th
ose t
hat
follo
w t
he m
ost
recen
tly
pre
scri
bed
Exxo
nM
ob
il d
esig
n w
hic
hw
ere
cre
ate
d t
o c
om
pete
dir
ectl
y w
ith
majo
r co
mp
eti
tio
n in
a m
ark
etp
lace.
• •
Th
is t
oo
lkit
do
es n
ot
ad
dre
ss o
ther
imag
e r
ela
ted
are
as t
hat
co
ntr
ibu
te
to t
he o
vera
ll c
usto
mer
exp
eri
en
ce
at
the s
ite lik
e:
bu
ild
ing
in
teri
ors
, cu
sto
mer
serv
ice s
tan
dard
s, R
eta
ilP
OS
sp
ecif
icati
on
s, u
nif
orm
s, etc
.
•
Defi
nit
ion
The
MID
is th
e m
ost v
isib
le e
lem
ent o
n a
site
di
spla
ying
the
bran
d na
me.
The
MID
Sig
n sy
stem
di
spla
ys a
n ill
umin
ated
Exx
on e
mbl
em, p
rice
mod
ule
and
anci
llary
mod
ule.
Key C
on
sid
era
tio
ns
The
use
of a
t lea
st o
ne s
tree
t sig
n (F
lag,
Tw
in P
ole
or
mon
umen
t) r
ecom
men
ded
at e
ach
Exx
on b
rand
ed r
etai
lau
to fa
cilit
y. T
he F
lag
Pol
e de
sign
is th
e re
com
men
ded
optio
n fo
r ne
w s
ign
inst
alla
tions
. The
exi
stin
g tw
in p
ole
syst
em c
an r
emai
n w
hen
retr
ofitt
ing
exis
ting
sign
s.
Util
ize
the
Mon
umen
t sig
n on
ly w
hen
ther
e ar
e lo
cal
rest
rictio
ns p
rohi
bitin
g us
e of
a F
lag
Pol
e sy
stem
.
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
2.1
Main
Id
en
tifi
cati
on
Sig
n (
MID
)
Exi
stin
g S
tyle
Fla
g S
tyle
Co
mp
on
en
tM
inim
um
R
eco
mm
en
dati
on
Gen
era
l G
uid
an
ce
Sit
es w
ith
ou
t M
ID1
Non
eF
lag
Sty
le
Sit
es w
ith
MID
2E
xist
ing
Sty
leE
xist
ing
Sty
le
NT
I / D
&R
/ N
ew
MID
F
lag
Sty
leF
lag
Sty
le
Illu
min
ati
on
For
ecou
rt B
rand
All
Com
pone
nts
Pho
toce
ll S
enso
rs
Hie
rarc
hy
Fo
reco
urt
Bra
nd
Top
Pos
ition
Top
Pos
ition
Backco
urt
Bra
nd
Non
eD
irect
ly B
elow
For
ecou
rt B
rand
Pri
ce
Mee
t Loc
al M
arke
t Req
uire
men
ts
Mee
t Loc
al M
arke
t Req
uire
men
tsD
irect
ly B
elow
Bac
kcou
rt B
rand
An
cilla
ry P
an
els
Exis
tin
g M
IDE
xist
ing
Hie
rarc
hyE
xist
ing
Hie
rarc
hy
New
MID
Bel
ow P
rice
Sig
n B
elow
Pric
e S
ign
Pan
el S
ize
per
Exx
on S
peci
ficat
ions
Pan
el S
ize
per
Exx
on S
peci
ficat
ions
G
raph
ics
for
Exx
on O
ffers
G
raph
ics
for
Exx
on O
ffers
Pri
ce S
ign
Mech
an
ics
Exi
stin
g M
echa
nics
P
laca
rd o
r LE
Ds
Sp
ecif
icati
on
sE
xxon
Tra
dem
ark
Com
pone
nts
and
Gra
phic
s E
xxon
Tra
dem
ark
Com
pone
nts
and
Gra
phic
s S
tand
ards
, Col
umn/
Fra
min
g C
olor
Sta
ndar
ds, C
olum
n/F
ram
ing
Col
or
Lo
cati
on
/Ori
en
tati
on
Non
eP
erpe
ndic
ular
to M
ajor
Tra
ffic
Main
ten
an
ce
an
d R
ep
air
Rep
lace
Exx
on B
rand
ed F
aces
if
Rep
lace
Exx
on B
rand
ed F
aces
if
Fad
ed o
r D
amag
edF
aded
or
Dam
aged
Ref
resh
Pai
ntin
gR
efre
sh P
aint
ing
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
2.2
Main
Id
en
tifi
cati
on
Sig
n (
MID
)
Gui
delin
es
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
2.3
Main
Id
en
tifi
cati
on
Sig
n (
MID
)
Pan
el H
iear
chy
Exi
stin
g S
tyle
Fla
g S
tyle
For
ecou
rtB
rand
Bac
kcou
rt
Bra
nd
Pric
e P
anel
s
Anc
ilary
O
ffers
For
ecou
rtB
rand
Pric
e P
anel
s
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
2.4
Main
Id
en
tifi
cati
on
Sig
n (
MID
)
Spe
cific
atio
ns
Fla
g S
tyle
(T
ype
B)
Anc
illar
y P
anel
s (T
ype
B)
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
2.5
Main
Id
en
tifi
cati
on
Sig
n (
MID
)
Spe
cific
atio
ns
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
3.1
Can
op
y
Defi
nit
ion
The
can
opy
perf
orm
s th
ree
basi
c fu
nctio
ns:
1) It
hel
ps s
igna
l the
pre
senc
e of
an
Exx
on b
rand
ed lo
catio
n 2)
It p
rote
cts
cust
omer
s fr
om th
e el
emen
ts3)
It p
rovi
des
illum
inat
ion
for
the
fuel
ing
area
Key C
on
sid
era
tio
ns
Illum
inat
ion
of th
e ca
nopy
logo
is r
equi
red.
Illu
min
atio
npr
ovid
es a
vis
ual b
rand
iden
tity
at n
ight
.
For
the
fasc
ia, t
he m
inim
um r
equi
rem
ent i
s to
hav
e 2D
non
-illu
min
ated
. The
hei
ght o
f the
can
opy
fasc
ia
band
sho
uld
be 2
/3 r
ed w
ith 1
/3 w
hite
. Opt
iona
l 3D
illu
min
ated
fasc
ia is
ava
ilabl
e th
roug
h th
e N
etw
ork
of Q
ualif
ied
Sup
plie
rs.
3D Il
lum
inat
ed F
asci
a2D
Non
-Illu
min
ated
Fas
cia
1E
xist
ing
2D fa
scia
s w
ith 2
/3 r
ed –
1/3
whi
te.
2W
hen
upgr
adin
g or
inst
allin
g H
ID d
ownl
ight
ing,
set
initi
al li
ght l
evel
s hi
gher
to c
ompe
nsat
e fo
r H
ID la
mp
degr
adat
ion
over
tim
e.
Co
mp
on
en
tM
inim
um
R
eco
mm
en
dati
on
Gen
era
l G
uid
an
ce
Sit
es w
ith
ou
t C
an
op
y3
Non
eIn
stal
lS
ites w
ith
Can
op
y4
Exi
stin
g S
tyle
Exi
stin
g S
tyle
NT
I / D
&R
Inst
all
Inst
all
Fascia
Desig
nP
ropr
ieta
ry T
rade
Dre
ss =
P
ropr
ieta
ry T
rade
Dre
ss =
2/
3 R
ed, 1
/3 W
hite
2/
3 R
ed, 1
/3 W
hite
Lo
go
Pla
cem
en
tP
rom
inen
tly P
lace
d in
Des
igna
ted
Loca
tions
Pro
min
ently
Pla
ced
in D
esig
nate
d Lo
catio
ns
Illu
min
ati
on
Lo
go
Illum
inat
edIll
umin
ated
Fascia
Exis
tin
g 3
DM
aint
ain
Illum
inat
ion
Mai
ntai
n Ill
umin
atio
nE
xis
tin
g 2
D1
Non
Illu
min
ated
Non
Illu
min
ated
NT
Is &
D&
R2D
Non
Illu
min
ated
3D Il
lum
inat
edU
nd
er
Can
op
y L
igh
tin
gD
ownl
ight
ing2
≥ 1
00 L
uxLE
D d
ownl
ight
ing
> 20
0 Lu
xM
easu
red
1 m
eter
off
the
grou
nd a
nd
Mea
sure
d 1
met
er o
ff th
e gr
ound
and
1/2
met
er fr
om e
ach
disp
ense
r1/
2 m
eter
from
eac
h di
spen
ser
Saf
e an
d fu
nctio
nal s
prea
der
boxe
s m
ay r
emai
nN
o sp
read
er b
oxes
or
uplig
htin
gM
&R
pra
ctic
es to
mai
ntai
n st
anda
rds
M&
R p
ract
ices
to m
aint
ain
stan
dard
s(i.
e. r
e-la
mp
whe
n <
100
Lux)
Sp
ecif
icati
on
sE
xxon
Tra
dem
ark
Com
pone
nts,
E
xxon
Tra
dem
ark
Com
pone
nts,
C
olum
n C
olor
, Dis
pens
er N
umbe
ring
Col
umn
Col
or, D
ispe
nser
Num
berin
g
Layo
ut
an
d C
on
fig
ura
tio
nN
one
Opt
ions
ava
ilabl
e
Main
ten
an
ce
an
d R
ep
air
Rep
lace
Tra
dem
ark
Com
pone
nts
if R
epla
ce T
rade
mar
k C
ompo
nent
s if
Fad
ed o
f Dam
aged
Fad
ed o
f Dam
aged
All
Can
opy
Ligh
ts W
orki
ngA
ll C
anop
y Li
ghts
Wor
king
Ref
resh
Can
opy
Col
umn
Pai
nt
Ref
resh
Can
opy
Col
umn
Pai
nt
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
3.2
Can
op
y
Gui
delin
es
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
3.3
Can
op
y
Spe
cific
atio
ns Red
Fas
cia
3DE
xxo
n B
ran
d P
anel
Ess
o B
ran
d P
anel
Red
Fas
cia
3D
Wh
ite
Fas
cia
3D
Can
opy
Str
uctu
re
A
Sec
tion
AA
Sec
tion
BB
Sec
tio
n B
/BS
ecti
on
A/A
B B
150
150
150
300600
900
300600
900
900
300450150
300450150
150
7515
0
250
1000
2500
250
75
150
Can
opy
Str
uctu
re
Def
initi
on
The
Fue
ling
Are
a, is
the
mai
n po
int o
f int
erac
tion
with
the
cust
omer
. Im
port
ant v
isua
l com
mun
icat
ions
nee
d to
be
reta
ined
suc
h as
the
disp
lay
of th
e tr
adem
ark,
bra
nd c
olor
and
prod
uct g
rade
info
rmat
ion.
The
Fue
ling
Are
a sh
ould
clea
rly d
iffer
entia
te th
e E
xxon
bra
nd fr
om c
ompe
titio
n.
Key
Co
nsi
der
atio
ns
The
gra
phic
imag
e is
com
pris
ed o
f a n
on-il
lum
inat
ed lo
goon
whi
te d
ispe
nser
hea
der,
blue
faci
ng, R
unni
ng T
iger
on
the
skirt
and
silv
er s
ides
.
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
4.1
Fu
elin
g A
rea
Bra
nded
Exx
onF
uelin
g A
rea
Co
mp
on
ent
Min
imu
m
Rec
om
men
dat
ion
Dis
pen
sers
Bra
nd
ing
Bra
nded
Exx
onB
rand
ed E
xxon
Exx
on
Bra
nd
ed F
uel
s2
Gra
de
Iden
tifie
rsIn
abs
ence
of l
ocal
reg
ulat
ion,
util
ize
Exx
onIn
abs
ence
of l
ocal
reg
ulat
ion,
util
ize
Exx
onC
ount
ry S
peci
fied
Col
or a
nd N
ame.
Cou
ntry
Spe
cifie
d C
olor
and
Nam
e.
Dec
als
Pla
cem
ent G
uide
lines
for
Gra
phic
s,P
lace
men
t Gui
delin
es fo
r G
raph
ics,
Inst
ruct
ions
, Gov
ernm
ent R
egul
atio
ns, e
tc.
Inst
ruct
ions
, Gov
ernm
ent R
egul
atio
ns, e
tc.
Sp
ecifi
catio
ns
Exx
onTr
adem
ark
Com
pone
nts,
E
xxon
Trad
emar
k C
ompo
nent
s,D
ispe
nser
Col
or a
nd N
umbe
ring
Dis
pens
er C
olor
and
Num
berin
g
Dis
pen
ser
Mak
e/M
od
elN
one
Con
tact
Ven
dors
for
Rec
omm
ende
d M
odel
s
Mai
nte
nan
cean
d R
epai
rR
epla
ce D
ecal
s, G
rade
Iden
tifie
r &
Pum
pR
epla
ce D
ecal
s, G
rade
Iden
tifie
r &
Pum
pS
kirt
if D
amag
ed o
r M
issi
ng E
lem
ents
S
kirt
if D
amag
ed o
r M
issi
ng E
lem
ents
Ref
resh
Pai
ntin
g (I
slan
d F
orm
s, e
tc.)
Ref
resh
Pai
ntin
g (I
slan
d F
orm
s, e
tc.)
2R
ecom
men
datio
n is
to d
ispe
nse
only
Exx
on b
rand
ed fu
els
unde
r br
ande
d ca
nopy
. M
arke
t spe
cific
req
uire
men
ts fo
r un
bran
ded
fuel
s w
ill b
e ad
dres
s th
roug
h th
e ex
cept
ion
proc
ess.
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
4.2
Fu
elin
g A
rea
Gui
delin
es
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
4.3
Fu
elin
g A
rea
Com
pone
nts
Exx
onB
rand
ing
Gra
de
Iden
tifie
rs
Dec
als
Bra
nded
Pum
p S
kirt
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
4.4
Fu
elin
g A
rea
Spe
cific
atio
ns
P26
EM
Gre
yP
MS
422
C
All
seco
ndar
y fo
reco
ure
rela
ted
obje
cts
(cra
sh b
arrie
rs, p
ump
isla
nd
units
, pum
p is
land
s, la
mp
post
s, e
tc.)
are,
if p
aint
ing
if re
quire
d, p
aint
ed
P26
(E
M G
rey)
.
Whi
te
10
6
11-1
0 ½
12-1
0 ½
6
10
2-0
3-0 15-6
P5
.$
.Lit
res
.$/L
tr
Instr
uctio
n f
or
use
:1
. S
witch
of
en
gin
e2
. S
ele
ct
no
zzle
3.
Fill
-up
ca
r4
. P
ay
4
33
11-8
½
12-8
½
Whi
le E
xxon
Mob
il ba
ckco
urt b
rand
s ar
e pe
rmis
sibl
e fo
rus
e if
they
are
incl
uded
in th
e co
ntra
ct fo
r a
part
icul
ar s
ite,
Exx
onM
obil
trad
emar
ks m
ay n
ot b
e m
odifi
ed in
any
way
.T
here
fore
, add
ing
desi
gns
and
wor
ds to
the
trad
emar
ksto
cre
ate
a ne
w b
ackc
ourt
logo
(ie
Bill
's E
xxon
, Spr
ingf
ield
Tige
r M
art,
etc)
is n
ot p
erm
itted
.
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
5.1
Bac
kco
urt
Ext
erio
rs(C
-Sto
re, C
ar W
ash
& B
ays)
C-S
tore
Car
Was
h
Def
initi
on
The
cus
tom
er's
impr
essi
on o
f a s
ite g
oes
beyo
nd th
e fo
reco
urt.
It ta
kes
into
acc
ount
the
entir
e ex
perie
nce,
so
the
pres
enta
tion
of a
n at
trac
tive
back
cour
t im
age
at
a si
ngle
site
or
acro
ss th
e ch
ain
is v
ery
impo
rtan
t.
Key
Co
nsi
der
atio
ns
The
min
imum
bac
kcou
rt im
age
stan
dard
s ar
e lim
ited
to E
xxon
Mob
il br
ande
d ba
ckco
urt b
uild
ings
, def
inin
g ex
terio
r pa
intin
g co
lors
and
pro
tect
ion
of E
xxon
Mob
iltr
adem
ark
com
pone
nts.
C-S
tore
Car
Was
hes
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
5.2
Bac
kco
urt
Ext
erio
rs(C
-Sto
re, C
ar W
ash
& B
ays)
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
5.3
Backco
urt
Exte
rio
rs(C
-Sto
re, C
ar
Wash
& B
ays)
Gui
delin
es
Co
mp
on
en
tM
inim
um
R
eco
mm
en
dati
on
Exxo
nM
ob
il B
ran
ded
Exte
rio
rE
xxon
Mob
il E
xter
ior
Pai
ntin
g C
olor
s an
d E
xxon
Mob
il E
xter
ior
Pai
ntin
g C
olor
s an
d E
xxon
Mob
il Tr
adem
ark
Com
pone
nts
Exx
onM
obil
Trad
emar
k C
ompo
nent
s
No
n E
xxo
nM
ob
il B
ran
ded
ch
ain
, N
one
Non
ei.e. 7-1
1, C
aseysʼs
Sin
gle
Sit
e
Non
eE
xxon
Mob
il E
xter
ior
Pai
ntin
g C
olor
s
Sp
ecif
icati
on
sE
xxon
Mob
il Tr
adem
ark
Com
pone
nts,
E
xxon
Mob
ilTr
adem
ark
Com
pone
nts,
P
aint
ing
Col
ors
Pai
ntin
g C
olor
s
Pu
blic R
estr
oo
ms
Sit
es w
ith
ou
t B
ackco
urt
Non
eM
oder
n, W
ell M
aint
aine
d R
estr
oom
sA
vaila
ble
to th
e G
ener
al P
ublic
, if T
here
is a
Bui
ldin
g
Sit
es w
ith
exis
tin
g
Mai
ntai
n R
estr
oom
s A
vaila
ble
Mod
ern,
Wel
l Mai
ntai
ned
Res
troo
ms
C-S
tore
Restr
oo
ms
Ava
ilabl
e to
the
Gen
eral
Pub
lic
NT
Is / D
&R
M
oder
n, W
ell M
aint
aine
d R
estr
oom
sM
oder
n, W
ell M
aint
aine
d R
estr
oom
sA
vaila
ble
to th
e G
ener
al P
ublic
Ava
ilabl
e to
the
Gen
eral
Pub
lic
Main
ten
an
ce
an
d R
ep
air
A
ll E
xxon
Mob
il Ill
umin
ated
Sig
nage
All
Exx
onM
obil
Illum
inat
ed S
igna
geP
rope
rly L
itP
rope
rly L
itF
unct
iona
l Equ
ipm
ent N
eeds
to
Fun
ctio
nal E
quip
men
t Nee
ds to
Be
Ope
ratio
nal
Be
Ope
ratio
nal
Rep
lace
Exx
onM
obil
Trad
emar
k R
epla
ce E
xxon
Mob
il Tr
adem
ark
Com
pone
nts
if F
aded
or
Dam
aged
Com
pone
nts
if F
aded
or
Dam
aged
Ref
resh
Pai
ntin
gR
efre
sh P
aint
ing
Defi
nit
ion
The
pre
sent
atio
n of
an
attr
activ
e fo
reco
urt w
ill
enha
nce
the
cust
omer
exp
erie
nce
thro
ugh
the
use
of
adeq
uate
On
Site
Adv
ertis
emen
t and
wel
l mai
ntai
ned
fore
cour
t per
iphe
rals
.
Key C
on
sid
era
tio
ns
The
min
imum
sta
ndar
ds in
this
sec
tion
are
limite
d to
tras
h re
cept
acle
s, s
quee
gees
and
pap
er to
wel
di
spen
sers
ava
ilabl
e an
d to
hav
e pa
ved
driv
eway
s.
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
6.1
Oth
er
Fo
reco
urt
Ele
men
ts
For
ecou
rt P
erip
hera
lsC
ombo
Tra
sh C
an S
quee
gee
and
Tow
el D
ispe
nser
Co
mp
on
ent
Min
imu
m
Rec
om
men
dat
ion
OS
A (O
n S
ite A
dve
rtis
emen
t)N
one
Exx
onM
obil
Spe
cifie
d O
SA
Pai
ntin
g S
pec
ifica
tion
sN
one
Exx
onM
obil
Spe
cifie
d P
aint
ing
Col
ors
for
Cur
bs, I
slan
ds a
nd Y
ard
Ligh
ts
Sig
ns
and
Gra
ph
ics
Non
eE
xxon
Mob
il S
peci
fied
Sto
re F
ront
Dec
als
and
Yar
d Li
ghts
Tras
h R
ecep
tacl
es, S
qu
eeg
ees
On
each
isla
nd:
Util
ize
Exx
onM
obil
Loca
lly S
peci
fied
and
To
wel
Dis
pen
sers
•G
ray
or B
lack
Tra
sh R
ecep
tacl
e of
C
ombo
. for
Tra
sh C
an, S
quee
gee
and
Sam
e S
ize,
Col
or a
nd M
odel
Tow
el D
ispe
nser
•W
ashe
r F
luid
and
Squ
eege
es•
Pap
er T
owel
Dis
pens
er
Lan
dsc
ape
Non
eO
ptio
ns A
vaila
ble
Dri
vew
ays
Pav
edP
aved
Mai
nte
nan
ce a
nd
Rep
air
Non
eS
ite C
lean
lines
s, S
ite P
aint
ing,
Yar
d Li
ghtin
gR
emov
e U
nuse
d O
SA
Fra
mes
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
6.2
Oth
er F
ore
cou
rt E
lem
ents
Gui
delin
es
Co
de
Nam
eA
pp
licati
on
P1
Tan
Bui
ldin
g an
d B
uild
ing
Fas
cia
P6
Red
Bui
ldin
g F
asci
a
P8
Egg
shel
l Whi
teA
ll C
olum
n S
hrou
ds o
r C
olum
ns, I
D S
ign
Pol
es/F
ram
es (
Exc
ludi
ng H
igh
Ris
e S
igns
) In
clud
esA
ny S
ign
with
Pric
es, a
nd Is
land
She
lter
Bui
ldin
gs
P9
Gun
met
al G
ray
Sig
n F
ram
es (
Sna
p-Lo
ck),
Can
opy
Fas
cia
Ban
d fo
r 42
Inch
Fas
cias
, Hig
h R
ise
ID S
ign
Pol
es/F
ram
es,
Yar
d Li
ghts
and
Pol
es, S
mal
l Fre
e-S
tand
ing
Mes
sage
Sig
n F
ram
es, A
ir &
Wat
er S
tand
, Tra
sh E
nclo
sure
, an
d V
ent P
ipes
(R
emot
e fr
om B
uild
ing)
P13
Gra
yE
xter
ior
Wal
ls o
n E
xist
ing
Bui
ldin
gs, M
ullio
ns, D
oor
and
Doo
r F
ram
es,
Bui
ldin
g S
ign
Fra
mes
, Cur
bs
P1
Tan
P6
Red
P8
Egg
shel
l W
hite
P9
Gun
met
al
Gra
y
P13
G
ray
Co
lor
Sw
atc
h
Exx
on R
etai
l Site
Im
age
Sta
ndar
ds1.
6.3
Oth
er
Fo
reco
urt
Ele
men
ts
Pai
nt S
peci
ficat
ions
Exx
on R
etai
l Site
Im
age
Sta
ndar
dsS
up
plier
Co
nsid
era
tio
ns
1.7.
1
Exxo
nM
ob
il h
as lim
ited
reso
urc
es t
o
pro
vid
e d
esig
n c
on
su
ltati
on
, h
ow
ever
an
etw
ork
of
qu
alifi
ed
su
pp
liers
wh
o a
re
fam
ilia
r w
ith
Exxo
nM
ob
il s
tan
dard
s c
an
pro
vid
e c
on
su
ltati
on
on
th
e m
ost
eff
icie
nt
meth
od
s t
o p
rocu
re m
ate
rials
an
d in
sta
llsit
e im
ag
e g
rap
hic
s a
t p
art
icu
lar
sit
es.
A lis
tin
g o
f p
re-s
cre
en
ed
su
pp
liers
is
availab
le in
each
Zo
ne.
• •
Exx
on R
etai
l Site
Im
age
Sta
ndar
dsR
efe
ren
ce M
ate
rials
1.7.
2
Exxo
n Id
en
tity
Sta
nd
ard
sw
ww
.em
maste
rbra
nd
id.c
om
De-B
ran
din
g G
uid
elin
es
• •
Ret
ail S
ite
Imag
e S
tan
dar
ds
Mo
bil
US
On
ly
Mobil
Reta
il S
ite
Image S
tandard
sTab
le o
f C
on
ten
ts
Gu
idin
g P
rin
cip
les
Desig
n C
on
sid
era
tio
ns
Main
Id
en
tifi
cati
on
Sig
n (
MID
)C
an
op
yF
uelin
g A
rea
Backco
urt
Exte
rio
rs(C
-Sto
re, C
ar
Wash
& B
ays)
Oth
er
Fo
reco
urt
Ele
men
tsS
up
plier
Co
nsid
era
tio
ns
Reso
urc
es
1.1
.11.1
.21.2
.11.3
.11.4
.11.5
.1
1.6
.11.7
.11.7
.2
Mobil
Reta
il S
ite
Image S
tandard
sG
uid
ing
Pri
ncip
les
Th
is t
oo
lkit
is d
esig
ned
to
make M
ob
ilb
ran
ded
sit
es a
ttra
cti
ve, b
rig
ht,
well
mark
ed
, an
d q
uic
kly
reco
gn
izab
le f
or
ap
osit
ive c
usto
mer
exp
eri
en
ce.
Imag
e s
tan
dard
s s
pelled
ou
t in
th
is
do
cu
men
t are
to
en
su
re t
hat
the m
ost
vis
ible
ele
men
ts o
f a R
eta
il s
ite p
rop
erl
yre
pre
sen
t th
e M
ob
il b
ran
d a
nd
su
pp
ort
bu
ild
ing
a s
usta
inab
le, d
iffe
ren
tiab
le,
co
mp
eti
tive a
nd
pro
fita
ble
bra
nd
eq
uit
y.
Th
ey f
ocu
s o
n f
ou
r p
rim
ary
ele
men
ts:
Th
e M
ain
Id
en
tifi
cati
on
Sig
n (
MID
),C
an
op
y &
Fascia
, F
uelin
g A
rea a
nd
B
ackco
urt
Bu
ild
ing
Exte
rio
rs.
• •
1.1
.1
Mobil
Reta
il S
ite
Image S
tandard
s1.1
.2D
esig
n C
on
sid
era
tio
ns
Th
e t
oo
lkit
ou
tlin
ed
bo
th t
he
“M
inim
um
” r
eta
il im
ag
e s
tan
dard
s
as w
ell a
s t
he “
Reco
mm
en
ded
”
sta
nd
ard
s. It
sh
ou
ld b
e n
ote
d t
hat,
wh
ile a
ccep
tab
le f
rom
th
e d
esig
n
pers
pecti
ve, th
e “
Min
imu
m” s
tan
dard
sm
ay o
r m
ay n
ot
be a
deq
uate
to
co
mp
ete
wit
h m
ajo
r co
mp
eti
tors
in
vari
ou
s m
ark
ets
.
Th
e s
tan
dard
s s
pelled
ou
t in
th
e
“R
eco
mm
en
ded
” c
olu
mn
of
this
to
olk
itare
th
ose t
hat
follo
w t
he m
ost
recen
tly
pre
scri
bed
Exxo
nM
ob
il d
esig
n w
hic
hw
ere
cre
ate
d t
o c
om
pete
dir
ectl
y w
ith
majo
r co
mp
eti
tio
n in
a m
ark
etp
lace.
• •
Th
is t
oo
lkit
do
es n
ot
ad
dre
ss o
ther
imag
e r
ela
ted
are
as t
hat
co
ntr
ibu
te
to t
he o
vera
ll c
usto
mer
exp
eri
en
ce
at
the s
ite lik
e:
bu
ild
ing
in
teri
ors
, cu
sto
mer
serv
ice s
tan
dard
s, R
eta
ilP
OS
sp
ecif
icati
on
s, u
nif
orm
s, etc
.
•
Defi
nit
ion
The M
ID is the m
ost vis
ible
ele
ment on a
site
dis
pla
yin
g the b
rand n
am
e. T
he M
ID S
ign s
yste
m
dis
pla
ys a
n illu
min
ate
d M
obil
em
ble
m, price
module
and a
ncill
ary
module
.
Key C
on
sid
era
tio
ns
The u
se o
f at le
ast one s
treet sig
n (
Fla
g, Tw
in P
ole
or
monum
ent)
recom
mended a
t each M
obil
bra
nded r
eta
il
auto
facili
ty. T
he F
lag P
ole
desig
n is the r
ecom
mended
option for
new
sig
n insta
llations. T
he e
xis
ting tw
in p
ole
syste
m c
an r
em
ain
when r
etr
ofittin
g e
xis
ting s
igns.
Utiliz
e the M
onum
ent sig
n o
nly
when there
are
local
restr
ictions p
rohib
itin
g u
se o
f a F
lag P
ole
syste
m.
Mobil
Reta
il S
ite
Image S
tandard
s1.2
.1M
ain
Id
en
tifi
cati
on
Sig
n (
MID
)
Exis
ting S
tyle
Fla
g S
tyle
Co
mp
on
en
tM
inim
um
R
eco
mm
en
dati
on
Gen
era
l G
uid
an
ce
Sit
es w
ith
ou
t M
ID1
None
Fla
g S
tyle
Sit
es w
ith
MID
2E
xis
ting S
tyle
Exis
ting S
tyle
NT
I / D
&R
/ N
ew
MID
F
lag S
tyle
Fla
g S
tyle
Illu
min
ati
on
Fore
court
Bra
nd
All
Com
ponents
Photo
cell
Sensors
Hie
rarc
hy
Fo
reco
urt
Bra
nd
Top P
ositio
nTop P
ositio
n
Backco
urt
Bra
nd
None
Directly B
elo
w F
ore
court
Bra
nd
Pri
ce
Meet Local M
ark
et R
equirem
ents
M
eet Local M
ark
et R
equirem
ents
Directly B
elo
w B
ackcourt
Bra
nd
An
cilla
ry P
an
els
Exis
tin
g M
IDE
xis
ting H
iera
rchy
Exis
ting H
iera
rchy
New
MID
Belo
w P
rice S
ign
Belo
w P
rice S
ign
Panel S
ize p
er
Mobil
Specific
ations
Panel S
ize p
er
Mobil
Specific
ations
Gra
phic
s for
Mobil
Offers
G
raphic
s for
Mobil
Offers
Pri
ce S
ign
Mech
an
ics
Exis
ting M
echanic
s
Pla
card
or
LE
Ds
Sp
ecif
icati
on
sM
obil
Tra
dem
ark
Com
ponents
and G
raphic
s
Mobil
Tra
dem
ark
Com
ponents
and G
raphic
s
Sta
ndard
s, C
olu
mn/F
ram
ing C
olo
rS
tandard
s, C
olu
mn/F
ram
ing C
olo
r
Lo
cati
on
/Ori
en
tati
on
None
Perp
endic
ula
r to
Majo
r T
raffic
Main
ten
an
ce
an
d R
ep
air
Repla
ce M
obil
Bra
nded F
aces if
Repla
ce A
ll F
aces if
Faded o
r D
am
aged
Faded o
r D
am
aged
Refr
esh P
ain
ting
Refr
esh P
ain
ting
Mobil
Reta
il S
ite
Image S
tandard
s1.2
.2M
ain
Id
en
tifi
cati
on
Sig
n (
MID
)
Guid
elin
es
Mobil
Reta
il S
ite
Image S
tandard
s1.2
.3M
ain
Id
en
tifi
cati
on
Sig
n (
MID
)
Panel H
iearc
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Exis
ting S
tyle
Fla
g S
tyle
Fore
court
Bra
nd
Price
Panels
Ancila
ryO
ffers
Fore
court
Bra
nd
Price
Panels
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
2.4
Main
Id
en
tifi
cati
on
Sig
n (
MID
)
Spe
cific
atio
ns
Fla
g S
tyle
(T
ype
B)
Anc
illar
y P
anel
s (T
ype
B)
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
2.5
Mai
n Id
entif
icat
ion
Sig
n (M
ID)
Spe
cific
atio
ns
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
3.1
Can
op
y
Defi
nit
ion
The
can
opy
perf
orm
s th
ree
basi
c fu
nctio
ns:
1) It
hel
ps s
igna
l the
pre
senc
e of
a M
obil
bran
ded
loca
tion
2) It
pro
tect
s cu
stom
ers
from
the
elem
ents
3)
It p
rovi
des
illum
inat
ion
for
the
fuel
ing
area
Key C
on
sid
era
tio
ns
Illum
inat
ion
of th
e ca
nopy
logo
is r
equi
red.
Illu
min
atio
npr
ovid
es a
vis
ual b
rand
iden
tity
at n
ight
.
For
the
fasc
ia, t
he m
inim
um r
equi
rem
ent i
s to
hav
e 2D
non
-illu
min
ated
. The
hei
ght o
f the
can
opy
fasc
ia
band
sho
uld
be 2
/3 b
lue
with
1/3
whi
te. O
ptio
nal
3D il
lum
inat
ed fa
scia
is a
vaila
ble
thro
ugh
the
Net
wor
k of
Qua
lifie
d S
uppl
iers
.
3D Il
lum
inat
ed F
asci
a2D
Non
-Illu
min
ated
Fas
cia
Mobil
Reta
il S
ite
Image S
tandard
s1.3
.2C
an
op
y
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elin
es
1E
xis
ting 2
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ith 2
/3 b
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2W
hen u
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r in
sta
lling H
ID d
ow
nlig
hting, set in
itia
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vels
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her
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om
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mp
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dati
on
Gen
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None
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ll
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Exis
ting S
tyle
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tyle
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Insta
llIn
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White
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White
Lo
go
Pla
cem
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rom
inently P
laced in D
esig
nate
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Pro
min
ently P
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min
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Lo
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min
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min
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ain
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min
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Main
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Exis
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min
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min
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Un
der
Can
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igh
tin
gD
ow
nlig
hting
2≥
100 L
ux
LE
D d
ow
nlig
hting >
200 L
ux
Measure
d 1
mete
r off the g
round a
nd
Measure
d 1
mete
r off the g
round a
nd
1/2
mete
r fr
om
each d
ispenser
1/2
mete
r fr
om
each d
ispenser
Safe
and functional spre
ader
boxes m
ay r
em
ain
No s
pre
ader
boxes o
r uplig
hting
M&
R p
ractices to m
ain
tain
sta
ndard
sM
&R
pra
ctices to m
ain
tain
sta
ndard
s
(i.e
. re
-lam
p w
hen <
100 L
ux)
Sp
ecif
icati
on
sM
obil
Tra
dem
ark
Com
ponents
,
Mobil
Tra
dem
ark
Com
ponents
,
Colu
mn C
olo
r, D
ispenser
Num
bering
Colu
mn C
olo
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ispenser
Num
bering
Layo
ut
an
d C
on
fig
ura
tio
nN
one
Options a
vaila
ble
Main
ten
an
ce
an
d R
ep
air
Repla
ce T
radem
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Com
ponents
if
Repla
ce T
radem
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Com
ponents
if
Faded o
f D
am
aged
Faded o
f D
am
aged
All
Canopy L
ights
Work
ing
All
Canopy L
ights
Work
ing
Refr
esh C
anopy C
olu
mn P
ain
t R
efr
esh C
anopy C
olu
mn P
ain
t
Mobil
Reta
il S
ite
Image S
tandard
s1.3
.3C
an
op
y
Specific
ations Blu
e Fa
scia
3D
Mob
il B
rand
Pan
el
Esso
Bra
nd P
anel
Red
Fas
cia
3D
Whi
te F
asci
a 3D
Can
opy
Str
uctu
re
A
Sec
tion
AA
Sec
tion
BB
Sect
ion
B/B
Sect
ion
A/A
B B
150
150
150
300600
900
300600
900
900
300450150
300450150
150
7515
0
250
1000
2500
250
75
150
Can
opy
Str
uctu
re
Def
initi
on
The
Fue
ling
Are
a, is
the
mai
n po
int o
f int
erac
tion
with
the
cust
omer
. Im
port
ant v
isua
l com
mun
icat
ions
nee
d to
be
reta
ined
suc
h as
the
disp
lay
of th
e tr
adem
ark,
bra
nd c
olor
and
prod
uct g
rade
info
rmat
ion.
The
Fue
ling
Are
a sh
ould
clea
rly d
iffer
entia
te th
e M
obil
bran
d fr
om c
ompe
titio
n.
Key
Co
nsi
der
atio
ns
The
gra
phic
imag
e is
com
pris
ed o
f a n
on-il
lum
inat
ed lo
goon
whi
te d
ispe
nser
hea
der,
blue
faci
ng, P
egas
us o
n th
esk
irt a
nd th
e si
des
of th
e pu
mp
are
silv
er.
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
4.1
Fu
elin
g A
rea
Bra
nded
Mob
il F
uelin
g A
rea
Co
mp
on
en
tM
inim
um
R
eco
mm
en
dati
on
Dis
pen
sers
Bra
nd
ing
Bra
nded M
obil
Bra
nded M
obil
Mo
bil B
ran
ded
Fu
els
2
Gra
de Id
en
tifi
ers
In A
bsence o
f Local R
egula
tion, U
tiliz
e M
obil
In A
bsence o
f Local R
egula
tion, U
tiliz
e M
obil
Countr
y S
pecifie
d C
olo
r and N
am
eC
ountr
y S
pecifie
d C
olo
r and N
am
e
Decals
Pla
cem
ent G
uid
elin
es for
Gra
phic
s,
Pla
cem
ent G
uid
elin
es for
Gra
phic
s,
Instr
uctions, G
overn
ment R
egula
tions, etc
.In
str
uctions, G
overn
ment R
egula
tions, etc
.
Sp
ecif
icati
on
sM
obil
Tra
dem
ark
Com
ponents
, M
obil
Tra
dem
ark
Com
ponents
,
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penser
Colo
r and N
um
bering
Dis
penser
Colo
r and N
um
bering
Dis
pen
ser
Make/M
od
el
None
Conta
ct V
endors
for
Recom
mended M
odels
Main
ten
an
ce
an
d R
ep
air
Repla
ce D
ecals
, G
rade Identifier
& P
um
pR
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ecals
, G
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& P
um
p
Skirt if D
am
aged o
r M
issin
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lem
ents
S
kirt if D
am
aged o
r M
issin
g E
lem
ents
Refr
esh P
ain
ting (
Isla
nd F
orm
s, etc
.)R
efr
esh P
ain
ting (
Isla
nd F
orm
s, etc
.)
2R
ecom
mendation is to d
ispense o
nly
Mobil
bra
nded fuels
under
bra
nded c
anopy.
Mark
et specific
requirem
ents
for
unbra
nded fuels
will
be a
ddre
ss thro
ugh the e
xception p
rocess.
Mobil
Reta
il S
ite
Image S
tandard
s1.4
.2F
uelin
g A
rea
Guid
elin
es
Mobil
Reta
il S
ite
Image S
tandard
s1.4
.3F
uelin
g A
rea
Com
ponents
Mobil
Bra
ndin
g
Decals
Gra
de
Identifiers
Bra
nded
Pum
p S
kirt
Mobil
Reta
il S
ite
Image S
tandard
s1.4
.4F
uelin
g A
rea
Specific
ations
All
se
co
nd
ary
fo
reco
ure
re
late
d
ob
jects
(cra
sh
ba
rrie
rs, p
um
p isla
nd
units, pum
p isla
nds, la
mp p
osts
, etc
.)
are
, if p
ain
tin
g if re
qu
ire
d, p
ain
ted
P26 (
EM
Gre
y).
White
150
360039
00
150
150
600
P5
900 4500
Instr
uctio
n f
or
use
:1
. S
witch
of
en
gin
e2
. S
ele
ct
no
zzle
3.
Fill
-up
ca
r4
. P
ay
4.
$
.L
itre
s
.$
/Ltr
3300
3600
1010
250
250
P26
EM
Gre
y
PM
S 4
22
C
hile
on
Mob
il ba
ckco
urt b
rand
s ar
e pe
rmis
sibl
e fo
rus
e if
they
are
incl
uded
in th
e co
ntra
ct fo
r a
part
icul
ar s
ite,
onM
obil
trad
emar
ks m
ay n
ot b
e m
odifi
ed in
any
way
.T
here
fore
, add
ing
desi
gns
and
wor
ds to
the
trad
emar
ksto
cre
ate
a ne
w b
ackc
ourt
logo
ie
Bill
s M
obil,
Spr
ingf
ield
ash
n R
un, e
tc is
not
per
mitt
ed.
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
.1B
ackc
ou
rt E
xter
iors
(C-S
tore
, Car
Was
h &
Bay
s)
-Sto
rear
as
h
Def
initi
on
The
cus
tom
ers
impr
essi
on o
f a s
ite g
oes
beyo
nd th
e fo
reco
urt.
It ta
kes
into
acc
ount
the
entir
e e
perie
nce,
so
the
pres
enta
tion
of a
n at
trac
tive
back
cour
t im
age
at
a si
ngle
site
or
acro
ss th
e ch
ain
is v
ery
impo
rtan
t.
Key
Co
nsi
der
atio
ns
The
min
imum
bac
kcou
rt im
age
stan
dard
s ar
e lim
ited
to
onM
obil
bran
ded
back
cour
t bui
ldin
gs, d
efin
ing
ete
rior
pain
ting
colo
rs a
nd p
rote
ctio
n of
on
Mob
iltr
adem
ark
com
pone
nts.
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
5.2
Backco
urt
Exte
rio
rs(C
-Sto
re, C
ar
Wash
& B
ays)
Gui
delin
es
Co
mp
on
en
tM
inim
um
R
eco
mm
en
dati
on
Exxo
nM
ob
il B
ran
ded
Exte
rio
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xxon
Mob
il E
xter
ior
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ntin
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d E
xxon
Mob
il E
xter
ior
Pai
ntin
g C
olor
s an
d E
xxon
Mob
il Tr
adem
ark
Com
pone
nts
Exx
onM
obil
Trad
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ompo
nent
s
No
n E
xxo
nM
ob
il B
ran
ded
ch
ain
, N
one
Non
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Sin
gle
Sit
e
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eE
xxon
Mob
il E
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Pai
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s
Sp
ecif
icati
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sE
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Mob
il Tr
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xxon
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ilTr
adem
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Com
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aint
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ntin
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Pu
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estr
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Non
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here
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Sit
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Mai
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Mod
ern,
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l Mai
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Res
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ms
Ava
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Gen
eral
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lic
NT
Is / D
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oder
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Ava
ilabl
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the
Gen
eral
Pub
lic
Main
ten
an
ce
an
d R
ep
air
A
ll E
xxon
Mob
il Ill
umin
ated
Sig
nage
All
Exx
onM
obil
Illum
inat
ed S
igna
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rope
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itP
rope
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unct
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quip
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ratio
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Rep
lace
Exx
onM
obil
Trad
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epla
ce E
xxon
Mob
il Tr
adem
ark
Com
pone
nts
if F
aded
or
Dam
aged
Com
pone
nts
if F
aded
or
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aged
Ref
resh
Pai
ntin
gR
efre
sh P
aint
ing
Defi
nit
ion
The p
resenta
tion o
f an a
ttra
ctive fore
court
will
enhance the c
usto
mer
experience thro
ugh the u
se o
f
adequate
On S
ite A
dvert
isem
ent and w
ell
main
tain
ed
fore
court
periphera
ls.
Key C
on
sid
era
tio
ns
The m
inim
um
sta
ndard
s in this
section a
re lim
ited
to tra
sh r
ecepta
cle
s, squeegees a
nd p
aper
tow
el
dis
pensers
availa
ble
and to h
ave p
aved d
rivew
ays.
Mobil
Reta
il S
ite
Image S
tandard
s1.6
.1O
ther
Fo
reco
urt
Ele
men
ts
Fore
court
Periphera
lsC
om
bo T
rash C
an S
queegee a
nd
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en
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on
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il S
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Pain
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il S
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ors
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onM
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Spe
cifie
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nt
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id a
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Ava
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Main
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air
one
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le
anlin
ess,
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Pai
ntin
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ight
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Rem
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nuse
d S
A F
ram
es
Mob
il R
etai
l Site
Im
age
Sta
ndar
ds1.
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ther
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reco
urt
Ele
men
ts
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lines
Co
de
Nam
eA
pp
licati
on
P8
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mn S
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Sig
n P
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igh R
ise S
igns)
Inclu
des
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ign w
ith P
rices, and Isla
nd S
helter
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P9
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ray
Sig
n F
ram
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Band for
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ascia
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igh R
ise ID
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n P
ole
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ram
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mall
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tandin
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essage S
ign F
ram
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ir &
Wate
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nclo
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,
and V
ent P
ipes (
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uild
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P13
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RETAIL IMAGE GUIDELINES February, 2011
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Revisions
Date Revision 2/4/11 Revised E85 dispenser page to remove reference to
Biodiesel and added page for Biodiesel dispenser image 10/19/10 Clarified numerous image items. Added additional photos
for example references. Removed reference to Gemini. 11/4/09 Minor changes. Added sign rejuvenation option. 8/1/09 Minor changes. Paint color for island forms on page 13 10/20/08 Minor updates to wording for Unbranded Fuel decals.
Added note for canopy shrouds for existing re-imaged canopies to enclose downspouts and conduits (page 6).
8/27/08 Revised Sign section to include guidelines concerning posting of Cash/Credit pricing.
6/1/08 Revised trash can color in Fuel Section (black added). 2/1/08 Revised to allow 2D fascia on back side of canopy.
Clarification of LED colors on price signs. 11/1/07 Revised to allow "Lottery" to be posted on ID. 10/17/07 Revised to include additional information on unbranded
diesel. Added information on E-85 and BioDiesel to Fueling Area and Sign sections. Revised Sign section to allow advertising of tobacco on ID sign. Revised Sign Section to allow green or yellow panels for diesel advertising on ID Sign. Added hierarchy of messages on ID sign. Added options of how to mount 3D illuminated fascias on canopies taller than 36"
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ExxonMobil RETAIL IMAGE GUIDELINES
The goal is to provide an attractive, bright, well marked, and quickly recognizable image for a positive customer experience. This document describes the components and the requirements for the Retail Image for Exxon or Mobil branded locations.
IMAGE GUIDELINES CONTENTS
1. Signage 2. Canopy 3. Fueling Area
OTHER REFERENCE DOCUMENTS
1. Dispenser Decal Placement Guides (Sample)* 2. Paint Color Specification 3. Vendor Contact List 4. Engineering Contact Information *Decal Placement Guidelines for specific dispensers are available via the portal.
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Section 1 - SignageThe ExxonMobil commitment to quality and service calls for a high-impact, easily recognizable image. That image is conveyed most visibly by the retail distribution system in place worldwide. Because of the key role the retail distribution system plays in the projection of the elements that make up the Exxon and Mobil images, great care has been taken to design an identification system that consistently reflects the quality of the underlying organization. A variety of alternatives exist for displaying the Exxon and Mobil trademarks which include, but are not limited to, high-rise signs, freestanding ID signs, and ground-level signs. The preferred sign system used to display the trademark on the street is the single-pole system. This system displays an internally illuminated Exxon or Mobil emblem, price module, and ancillary module (which identify the ancillary businesses conducted at the site).
ExxonMobil Trademarks A wide variety of sign systems have been made available for use at Exxon and Mobil facilities. All depend upon the appropriate projection of the ExxonMobil quality image. The projection of this image is assured by painstaking attention to how the Exxon and Mobil emblems and logotypes (see Figure A-1) are displayed. Specific guidelines for these items are discussed in detail on the ExxonMobil Master Brand Identity Website.
Figure A-1. The Exxon & Mobil Trademarks - Emblem and Logotype
ID Signs The point to keep firmly in mind when designing, assembling, and erecting signs for Exxon and Mobil facilities is that the Exxon or Mobil emblem and logotype must be displayed in a manner consistent with existing guidelines. For the Exxon emblem, there is a specific space surrounding the emblem. If a site is being rebranded Exxon and the existing sign can is being used, the new sign face should be designed with this space in mind. The holding line surrounding the emblem must be used to properly identify the Exxon Emblem.
Incorrect emblem spacing Correct spacing
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ID Sign OptionsFive structurally different types of support systems for major identification signs are available for Retail Design Stores. These sign-support systems are designated as follows:
1) Flag Style 2) Twin Pole (Retrofits only) 3) Monument 4) High rise 5) Special Signs
Flag Style Sign
Street Sign Requirements The use of at least one street sign (Pylon, Flag or Monument) is mandatory at each Exxon or Mobil branded retail auto facility. The flag style is the preferred and recommended option. The twin pole system is also a feasible option for retrofitting existing signs and on an exception basis when allowable square footage does not allow the flag style sign.
The monument sign should only be used when there are local restrictions prohibiting use of a flag style system and should be submitted to ExxonMobil engineering for review/approval.
General Sign GuidelinesThe street signs are made of two major components assembled together into the same pole system. The components are the ID sign can and the ancillary sign can. The ancillary comes standard with 9 slots for the store name, food service, price displays, and other ancillaries. The system shall display at a minimum the Exxon or Mobil ID and Product Price Sign. All price lines and any generic names such as ATM and Car Wash must have white letters onblue background. Diesel price signs are available in green and yellow sign faces. Green for Exxon and Yellow for Mobil. These colors should be used when the majority of the market has used these colors throughout the years. Trademark and store names may use alternative colors. A 3 line Reader Board is available and uses 2 slots. LED price signs are also available through the 3 approved sign vendors. Signs poles are to be painted P8 white.
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Sign RejuvenationTo reduce costs, a sign rejuvenation process has been approved. This process allows the existing sign to be cleaned bringing back the original colors. This can be completed on MID signs, canopy logos and building signs. See the vendor contact information for company information.
Sign Hierarchy The different components can be combined to display the desired messages. However, the following hierarchy must be followed: · Exxon or Mobil ID always at the top of the sign system · Store name shall be directly under the logo sign can. (Optional can) · Food Service· Gasoline Price . Diesel Price or message · Ancillary panels such as ATM or Car Wash · Reader Board always at the bottom All panel graphics must be made by ExxonMobil Approved suppliers.
The High Rise sign is not considered to be a street sign. The High Rise sign is intended to be used in addition to the above mentioned street signs whenever long distance visibility is desired.
Flag Signs The flag sign is the preferred sign. It should always be oriented with the white column toward the station and the projection of the sign toward the street. The sign comes in two standard sizes — eight- and six-foot wide ID cans. The eight-foot sign (Type "A") is standard at 28 feet. The six foot wide sign (Type "B") is standard at 22'-6" high.
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Image Plus Signs The Image Plus sign system has lower panel sections. The lower section, in most cases, have access panels to the handles used for the scrolling price numerals. These panels should be painted P1 tan along with the lower ancillary section can frames. The main pole support will remain white.
Twin Pole Signs The twin pole sign systems were used prior to the current Mobil Image and Exxon Image Plus systems. These signs are still available for use on conversion projects where changing the sign will lead to further square footage restrictions for local ordinances. The Exxon twin pole system is called the RID signs. Mobil twin pole signs are designated as "A" WB (Wide Body) and "B" WB sign systems. The "A" WB has a 10'-0" wide ID sign mounted on top of a 5'-8" wide (between poles) pole. The "B" WB has a 7'-6" ID sign with a 4'-8" wide pole.
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Monument Signs The monument sign is designed to relate visually and proportionally to the pylon sign. It is used when there are restrictive sign codes or where a low-profile sign meets visibility requirements. These signs are a combination of the components used to fabricate the Pylon signs and can be provided in a variety of sizes. Standard Exxon Monument sign sizes are the 32 and 50 systems in the RID format and the 100, 64, and 30 square feet in the Image Plus systems. Mobil sites shall utilize the standard ID sizes used prior to the merger. Some of the standard ID sizes are: 4'-8", 5'-8", 7'-6" and 10'-0".
Price Signs The standard price sign, for use on the major identification sign, displays prices for three grades of gasoline. Four prices are available if the facility offers Mobil, Exxon or Esso branded diesel. All gasoline products are to be white on blue background for placard style signs. LED numerals shall be red for gasoline pricing. Advertising of Regular only or Regular with branded Diesel is allowed due to square footage restrictions or due to competition in the market. Proper ExxonMobil approval is required to convert a 3 or 4 product price sign to a single product price sign.
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Discount for Cash Signs Cash and Credit pricing may be posted if done in compliance with all federal, state and local regulations. It is the responsibility the Exxon or Mobil retailer to review and comply with such regulations. There are multiple methods of posting pricing when offering different prices for cash versus credit.
� Displaying cash price - Must state as such on sign
� Displaying cash and credit price of Regular grade only
� Displaying cash and credit price of all grades. This is limited to sign type due to size.
� Display credit price with ancillary showing discount amount per gallon.
When posting only 1 grade, it is highly recommended that a metal price sign at ground level showing all prices be used to ensure that your valuable premium customers are aware of your pricing. Some states may require this.
The POS system should also be reviewed for capability with multi-price strategy. Posting of cash price for ExxonMobil cards will not normally be displayed. This may be done on a one-off basis if the POS system has capability of giving lower price at the pump. It is responsibility of the Exxon or Mobil retailer to review for capability. Refer to Alternative Pricing Signs - Guidelines graphic examples and additional information.
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Diesel Price Signs Branded Diesel products may be advertised with the use of a four-product price sign in lieu of the three-product style. There is no sign advertising permitted on the ID sign for non-branded diesel products, with the exception of BioDiesel. For placard style signs, green background with white letters is preferred to be used at Exxon or Mobil locations. Yellow background with black letters may be used at Mobil locations to be consistent with existing market. LED price panels may use either red or green LED's, however if yellow background panel is used, red LED numerals shall be used, green is not allowed.
E-85 & BioDiesel These products may be advertised on the Major ID sign with the following limitations:
� Shall be posted in graphic format below. Pricing is optional.
� Must include "Not a Mobil Branded Fuel" or "Not an Exxon Branded Fuel".
� E-85/BioDiesel panel must be separated from branded price panels by at least one other ancillary panel or a horizontal or vertical structural member.
� If space on the Major ID sign is limited and above rules cannot be met, advertising will need to be accomplished by another method such as a wind master.
� Color scheme for E-85 shall be white letters on blue background.
� Color scheme for BioDiesel shall be PMS 392 background for BioDiesel when price is not shown. If a price is shown, then the BioDiesel panel shall be white letters on blue background.
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Backcourt Panels The backcourt panel is designed to advertise retail offerings other than motor fuels, such as distributor logos, store names, QSRs, carwash, etc. Space for advertising other offerings has been increased in these easy-to-change panels. The panel should always have at least one backcourt message and has the flexibility to carry up to six messages. The messages can vary in height from a single panel to a double height panel. Any combination of these panel heights may be used. You may have custom signs screened by one of the approved ExxonMobil sign manufacturers (see attachments in folder for listing) or you may choose one of the standard pre-approved panels. Reader boards are available and must always be located in the lowest backcourt space.
Appropriate Message ContentBackcourt Message panels must describe the primary ancillary offering(s) available at a given store. Sign messages should be generic and brief preferably only one or two words in length. All messages must be approved by ExxonMobil Engineering and manufactured by ExxonMobil Approved Suppliers. Tiger Mart and other convenience store trade names owned by ExxonMobil may be licensed to ExxonMobil branded distributor's use through a direct licensing agreement. Contact ExxonMobil Territory Manager for details. Personalized messages including distributor trade names, and established convenience-store emblems or logos can be incorporated into ancillary signs. Each distributor is responsible for making certain that messages displayed on ancillary signs use approved trade names or trademarks appropriately and that no unauthorized trade names or trademarks are used. When an approved chain convenience-store logo or emblem is used, it will appear in its own colors. ExxonMobil Engineering can provide design assistance in adapting logos to comply with these guidelines and all chain logos/emblems must be approved by ExxonMobil prior to sign manufacture. All signs associated with the Exxon or Mobil brands should be internally illuminated and permanently mounted. In addition, they should be butted together vertically so that no gaps appear between them. Advertising of tobacco products is permitted on the ID sign, however, the owner shall be responsible for including any required warnings, tax statements etc. on the sign to comply with any federal, state or local regulations. A Lottery ancillary sign is also permitted on the MID.
Inappropriate Message ContentSigns may not include other oil company names, corporate logos or emblems other than approved convenience-store logos, or any reference to alcoholic beverages. The Exxon or Mobil name shall not be used with a local name such as Dave's Exxon or Niceville Mobil.
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High Rise System - Exxon Signs The high rise identification sign should be displayed at retail facilities located along multi-lane, limited-access highways unless expressly forbidden by law or where "on freeway" signs provided by the State or billboards cannot be used to display the Exxon emblem (See Figure A-23). The high rise sign support system has been designed for maximum visibility along high-speed divided highways, where motorists must make turn-off decisions well ahead of exit ramps or cross streets. This sign-support system should be at least 40 feet high. An older version of the high rise sign, designated as the HR-150 sign, featuring 142 square feet of display area atop telescoping round poles is in place at some locations. New installations should use one of the new high rise sign support systems. Existing high rise signs (see Figure A-24) should be modernized when sign faces need replacement or maintenance. The complete sign cabinet may be replaced with one featuring the HR-140 Exxon emblem. (Request "Replacement High Rise Installation" from ExxonMobil Engineering).
Figure A-23. High Rise Sign - Support System (New HR-140)
Figure A-24. Old High Rise Sign - Support System (Old HR-150)
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High Rise Ancillary Signs An ancillary sign module may be added to any standard high rise sign system. These modules must be placed immediately below the Exxon emblem and they should be the same width as the emblem. Standard messages are: Food Store, Food Mart, Market, Diesel, Convenience Store. All other messages must be approved in advance. Figure A-25 shows approved high rise ancillary sign installations. When adding ancillary or other signs to existing high rise sign installations a registered engineer should be engaged to assure that the existing pole(s) and foundations will structurally support the added wind load. Custom ancillary signs may be installed on the high rise system. If the partner sign includes the Exxon standard white border, and has the same width as the high rise sign, the ancillary sign may be installed directly below the Exxon emblem. Otherwise a 3 foot air space must be provided between the signs.
Figure A-25. Ancillary Signs - High Rise Support System
Free Standing Associate SignDistributor/QSR associate sign may be installed on a separate pole system adjacent to the standard Exxon or Mobil two pole system or at another location on the site. The two sign systems should be separated by a clear distance between signs of at least three feet and the Exxon or Mobil sign system should be located closest to the primary street. In addition, the two sign systems must be equal in apparent height.
Highway Logo Panels Most states offer uniform roadside sign programs to inform motorists of the services available at an exit. The Exxon or Mobil emblem can be displayed under these programs on "GAS" service signs preceding the highway exit and on directional signs located on or at the end of exit ramps. Each state has regulations for its specific program, so approval, in advance, should be obtained from the state. If a highway sign is requested, it should be coordinated by the Territory Manager and DDB Worldwide. Information available on the Portal and emanual.
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BillboardsIn all instances, the use of the Exxon or Mobil emblem must be used per trademark guidelines. Outdoor boards (paints and posters) should be modernized whenever possible to reflect the latest recommendations.
Rotating SignsA rotating sign is not compatible with Retail Image Standards guidelines.
Sign-Location GuidelinesMajor identification sign location/visibility is a critical factor in retail marketing and is heavily influenced by the following factors: 1) Optimum readability 2) Optimum visibility3) Limited interference from other signs or structures 4) Adequate installation space 5) Compliance with local sign regulations 6) Local marketing practices Collectively, these factors may limit the placement of a major identification sign to a few acceptable locations on a given site. Listed below are general rules that apply to common sign placement for corner and mid-block sites.
Corner Sites Figure A-1 shows possible major identification locations on a standard corner-lot site. Point A, the preferred location, is where two access roads cross - perpendicular to the primary street. An acceptable, but somewhat less desirable location is Point B, where the sign is perpendicular to the primary street. Other acceptable, but less desirable locations are at points C and D. Such alternatives should only be used when site constraints or local regulations prohibit the use of the preferred locations at points A or B. Points A and D are the preferred locations if traffic on both the primary and secondary streets is comparable and signs are needed for both streets.
Figure A-1. Sign Location - Corner Sites
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Mid-Block SitesFigure A-2 shows possible major identification locations on a standard mid-block site. The preferred location is at Point A perpendicular to the street. Only one major identification sign is recommended for mid-block sites. Locations B and C should only be used when site constraints or local regulations prohibit the placement of the sign at preferred location A.
Figure A-2. Sign Location - Mid-Block Site Limited Interference Interference is not necessarily a matter of obstruction. It is, rather, a matter of how easy a sign is to see against a background that may be cluttered with other signs competing for consumer attention. When many signs crowd the same general area, they compete for attention. The overriding goal is to place a readily recognizable sign - one that is consistently identified with high-quality products and services - in an unencumbered visual field. The use of monument or ground mount signs may be advisable in certain situations where standard pole mounted signs would not have good visibility.
Adequate Installation Space At some retail store sites, the number of locations appropriate for a standard flag sign system is limited by factors that may be beyond easy control such as the presence of large trees. Under such conditions, the amount of space available for sign installation may prove to be a limiting factor. If space is not available for a standard sign, or if the site is subject to limitations that cannot be easily overcome (existing topography or vegetation may be difficult or impossible to alter, for instance), the key point is to define the best sign system for the prevailing site conditions. The best sign for a given location may not necessarily be the largest sign available. The most appropriate sign is the one that "fits" the site the best and is the most readily recognizable against the adjacent visual background.
Compliance with Local Sign Regulations ExxonMobil corporate policy calls for all ExxonMobil employees and affiliates to diligently comply with all applicable regulations, codes, or laws. When local regulations complicate the placement of a major identification sign, those regulations must be complied with. Various alternative sign-support systems can be designed for such circumstances. However, all exceptions to the major identification sign must be approved in advance by ExxonMobil Engineering.
Local Marketing Practices Local marketing practices some times dictate sign placement. Such practices are typically regional, and should be dealt with when, and if, they arise. Once again, exceptions to existingguidelines must be approved in advance by ExxonMobil Engineering.
Sign DimensionsExxonMobil (Image 2000)
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All Dimensions in Inches
Overall Dimensions System Sign Length Height
Sign HeightStandard
SquareFeet
Numerals Height
Type "A" ID + 9 Ancillaries 27'-9 3/4" 162.93
ID 98.5 53.625 36.68
Price 85.5 23.625 14.03 16.00
Ancillaries 85.5 23.625 14.03
Type "B" ID + 9 Ancillaries 22'-2 3/4" 90.62
ID 74.812 40.75 21.17
Price 62.812 17.69 7.72 12.00
Ancillaries 62.812 17.69 7.72
Exxon Twin Pole RID SystemAll Dimensions in Inches
Overall Dimensions System Sign Length Height
Area Square Feet
Numerals Height
70 I.D. 135.00 73.75 69.14
Single Line Ancillary 135.00 44.25 41.48
Two Line Ancillary 135.00 66.00 61.88
Price 135.00 85.50 80.16 13.00
40 I.D. 97.50 53.5 36.22
Single Line Ancillary 97.50 32.25 21.84
Two Line Ancillary 97.50 48.00 32.50
Price 97.50 73.00 49.43 11.75
30 I.D. 88.00 48.4375 29.60
Single Line Ancillary 88.00 29.3125 17.91
Two Line Ancillary 88.00 43.50 26.58
Price 88.00 66.00 40.33 10.25
20 I.D. 72.50 39.70 19.99
Single Line Ancillary 72.50 24.50 12.34
Two Line Ancillary 72.50 36.00 18.13
Price 72.50 54.50 27.44 8.50
Overall Dimensions Area
System Sign Length Height
Area Square Feet
Numerals Height
10 I.D. 50.00 28.50 9.90
Single Line Ancillary (2) 50.00 42.00 14.58
Price 50.00 15.00 5.21 6.00
50 Ground Mount 118.00 61.00 49.99 9.50
32 Ground Mount 87.00 53.00 32.02 8.50
140 High Rise HD-140 192.00 104.875 139.83
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Single Line Ancillary 192.00 69.00 92.00
Two Line Ancillary 192.00 93.00 124.00
Mobil Twin Pole SystemAll Dimensions in Inches
Overall Dimensions System Sign Length Height
ActualOverall
Numerals Height
"A" WB I.D. (10'-0") 120.00 52.00 43.33
Price - 3 Product 68.00 61.31 28.95 10.75
Price - 4 Product 68.00 61.31 28.95 9.06
Single Line Ancillary 68.00 18.81 8.88
Two Line Ancillary 68.00 36.31 17.15
"B" WB I.D. (7'-6") 90.00 38.00 23.75
Price - 3 Product 56.00 51.00 19.83 9.25
Price - 4 Product 56.00 51.00 19.83 8.25
Single Line Ancillary 56.00 15.25 5.93
Two Line Ancillary 56.00 29.63 11.52
I.D. (5'-0") (1) 27.19 60.81 11.48
I.D. (8'-0") (1) 44.00 99.50 30.40
I.D. (12'-0") (1) 61.50 145.50 62.14
I.D. (1'9"x 4'8") (2) 21.62 56.00 8.41
I.D. (2'5"x 4'8") (2) 29.63 56.00 11.52
I.D. (3'0"x 5'8") (2) 36.31 68.00 17.15
NOTES:
(1) Rounded corners
(2) Square corners
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Section 2 – CanopyThe canopy performs three basic functions: 1) it helps signal the presence of an Exxon or Mobil location, 2) it protects customers from the elements, and 3) it provides illumination for the pump islands at night. These guidelines should be followed whether designing a new canopy for a grassroots facility or a replacement canopy for an existing site. A canopy is required over all dispensers dispensing ExxonMobil products, where permitted. This section of the guidelines also outlines the guidelines for canopies over fueling facilities at truck stops.
Note also that only branded products may be sold under an Exxon or Mobil branded canopy. The exception to this is for Bio-Diesel and E-85. For these products, refer to section on Fuel Area for image requirements.
Canopy Image Fascia ComponentsThe fascia is made up of two parts — the logo and the fascia band. This provides a unique look for Exxon and Mobil in the marketplace. There are (2) two canopy fascia options available: 3D Illuminated which is the recommendation for D&R and NTI locations and, 2D Non-illuminated which is the minimum standard. This terminology refers to the fascia system and not the logo. The logo is always illuminated, unless local municipalities dictate otherwise.
3D Illuminated (Recommended for D&R and NTI)
2D Non-Illuminated (Minimum Standard)
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Technical Information
The standard canopy fascia is 36" high with the top 24" in red (Exxon) or blue (Mobil) and the bottom 12" in white. For non-standard non-illuminated fascias, canopies other than 36 inches high must receive custom fascias with the same 2-to-1 ratio of red to white, and must be manufactured by approved suppliers. When codes or regulations will not permit the red or blue band on the canopy, an acceptable alternate is a non-illuminated white fascia with the standard illuminated logo. For special architecture canopies required by local municipalities, or non-standard existing canopies that are not being replaced, where the current Image is not compatible, these must be reviewed and approved by ExxonMobil Engineering. For information on ordering, technical details or electrical information, contact any approved ExxonMobil supplier.The following components are part of a standard canopy with the fascia systems:
1. Canopy Fascia
In general, all sides of an internally illuminated canopy that is visible to the public shall be fully illuminated to provide the same high quality night time image that is provided in the daylight. The back side of the canopy may be either illuminated or 2D or 3D non-illuminated. Where one or more sides of a canopy cannot be seen by customers, one or more sides may be installed without the illumination components, using either 2D or 3D non-illuminated. Example of this is when the site has an under canopy store and the back side does not face any street.
Fascia Options 3D Illuminated Canopy Fascia (new construction): The fascia band is 36 inches high and includes 24 inches of fluorescent illuminated red or blue flex-face with 12 inches of white aluminum composite material (ACM). The red or blue field is raised from the white and is internally illuminated. A translucent side and down light lens system washes the opaque white ACM surface with light. At outside corners, the red or blue raised portion of the fascia wraps the corner to create a stepped appearance.
2D Non-Illuminated Canopy Fascia: The 2D non-illuminated fascia system consists of a flat fascia with a ratio of 2/3 red or blue and 1/3 white. The standard fascia height is 36 inches high and includes 24 inches of red or blue with 12 inches of white below. This system can be accomplished with factory coated ACM in the 2 colors for new canopies, and may be either applied with decal or use a shop coated aluminum cover-up system for existing canopies. All materials must be purchased from approved suppliers.
Retrofitting fascias taller than 36" (applies to both 2D and 3D systems):Since the fascia system is made only in 36" height, there are two options:
Option 1Bottom mount the system and paint the remaining top portion GunMetal Gray. This should only be done for fascias 42” and shorter. See the Exxon photo below.
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Option 2Top mount the system and make the remaining portion at the bottom match the white of the ACM of the furnished system. This option should be used for fascia systems greater than 42”. If the fascia is a 2D system, the 36” image section must be built out to provide a stepped effect back to the lower fascia. In the photo below, the main canopy is a 3D illuminated example. The feeder canopy in the background is a 2D version of this option.
All ExxonMobil canopy fascia systems shall be purchased from the ExxonMobil Network of Qualified Suppliers. Painting of canopy fascia is not permitted.
2. Canopy Logo
The brand mark on the fascia is the company logo. For all fascia systems, the company logo must be illuminated, where permitted. A minimum of 2 logos are required on the canopy. The first or primary logo should always face the primary traffic flow. See section below for proper logo placement.
Logo Sign for 3D Fascias: The logotype consists of letters that are 6 inches deep and 18 inches high for Exxon (measured at the E) and 23 inches high for Mobil. These channel style letters are raised from the white field to provide a strong visual relationship with the brand mark and the major ID sign. The white field behind the letters shall always be flush with the white area of the fascia section. The logo box is always furnished with the illuminated system by the supplier.
Logo Sign for 2D Fascias: The logo for 2D fascia systems are not as deep as the 3D system. There are 2 alternatives for the logo:
� Logo Box - This is a 100" long sign can, 6" deep with 2" formed letters. This sign can is illuminated.
� Channel Letters - 4" deep channel letters may be used in lieu of a sign can on existing ACM canopy fascias. This sign can is illuminated.
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Proper Logo Placement
For effective long-distance visibility, canopy logos should be placed perpendicular to the primary street. As shown, they should always be placed at the edge of the canopy fascia nearest to the primary street. The Exxon or Mobil logo on the canopy fascia should always be justified towards the edge of the canopy.
Examples of proper placements are shown in the drawings below.
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Incorrect Logo Placement
The Logo should never be placed adjacent to each other on a corner. There should only be one logo per side. The photo below shows both INCORRECT placements of the logo. When circumstances permit approaching motorists to see two sides of a canopy at once, only one canopy sign should be visible.
INCORRECT LOGO PLACEMENT
Examples of incorrect placements are shown in the drawing below.
24 of 30
3. Canopy Column:
10" square columns are standard. Shrouds are not required. Canopy columns are to be painted eggshell white (P8).
For existing sites that have existing column shrouds, the shrouds can remain but must be painted eggshell white (P8).
For existing canopies that are being reimaged to Exxon or Mobil that have exposed downspouts and/or conduits, the columns should have shrouds installed and painted eggshell white (P8).
The current Retail Image Standards do not have the illuminated island designation units on the columns. These must be removed. If IDU’s are preferred, there are decals available through LSI Graphics.
25 of 30
4. Canopy Ceiling
Canopy Ceiling decking is always painted white (P5). The recommended minimum canopy height clearance is 15'-6".
Canopy Connectors (or T's)When a canopy connector is used to connect the canopy to the store, the illuminated band should stop at the connector on either side. The connector shall be completed using a minimum of 2D non-illuminated fascia. 3D non-illuminated or illuminated may be used.
Gutters and DownspoutsGutters should be installed as close to the canopy ceiling as circumstances will allow and be enclosed in a soffit fixture (never exposed under decking). Downspouts should exit the canopy ceiling by way of the inside of the column. Rainwater may be deposited on the pavement at the base of a canopy-support column, or the downspouts may be connected to the storm sewer (preferred). Connecting downspouts to the storm sewer will prevent water/ice buildup in the island area.
Canopies Over Branded Diesel Fueling Facilities at Truck Stops Canopies over branded diesel facilities shall follow the same guidelines as motor fuel facilities. The canopy may have a non-illuminated fascia system even when the fueling facility has an illuminated fascia system. The logo sign shall read Exxon or Mobil only. Addition of word "Diesel" is not permitted on the canopy fascia. A "Diesel" sign may be added on the canopy column under the canopy.
Canopies Over Unbranded Fueling Facilities at Truck StopsAll facilities that dispense Exxon or Mobil branded motor fuel must be in compliance with ExxonMobil Image guidelines. If unbranded fueling positions are located on the same site with branded facilities and they are separated by a substantial distance - 100 yards or more - then no special treatment is necessary for the unbranded facilities, however the canopy may not be imaged in any format of the ExxonMobil image. If, however, the two dispensing areas are less than 100 yards apart, the canopy over the unbranded dispensing equipment should meet the following criteria: 1. Be painted white. 2. Shall not display the Exxon or Mobil fascia sign, nor the ExxonMobil dispenser graphics. 3. Pumps shall be marked appropriately to designate that fuel is not branded Exxon or Mobil. 4. The Retailers logo and/or price signs may be installed on the canopy fascia or on the canopy columns.
26 of 30
Section 2 - Fueling Area
The fueling area image has been designed to have a clean and friendly look with blue as the primary color. Spreader bars and illuminated top hat fascias have been eliminated to reduce costs. The running Tiger and the Pegasus are included on the pump skirts for Exxon and Mobil brands to increase brand identity at the island. In addition, dispenser islands have been eliminated in areas where snow plows are not a concern. Canopy column shrouds are also no longer required at Exxon stations. These changes result in a more contemporary, distinctive, high tech and customer friendly fueling area.
Specific dispenser decal guidelines for each manufacturer as well as state specific decal requirements can be obtained at LSI Graphic Solution’s web site. The link to the website is located on the Portal under Facilities page. Additional decals should not be installed unless local regulations dictate the need for those decals.
Dispenser Image - Gasoline and 3+1 Dispensers The graphic image for dispensers is comprised of a non-illuminated top wrap, blue face with Running Tiger or Pegasus on pump skirts and silver sides. The top wrap is made of shop coated metal. The logos are applied with a decal. The face of the dispenser is to be full blue. Exceptions may be made on retrofits of existing dispensers where it is not practical to make some of the parts blue. The Exxon or Mobil legend is lined up with the inside of the riser and is always left justified on Gilbarco dispensers. For the Ovation dispensers, The Exxon or Mobil logo will be centered horizontally and vertically on the top fascia.
27 of 30
Dispenser Image - Branded Diesel Dispensers The graphic image for dispensers is the same format as the gasoline dispenser with the exception that the color shall be P1 Tan.
Figure 1 Figure 2
Un-Branded Diesel Dispensers Unbranded diesel may not be placed under the branded canopy. The face of the dispenser shall be P1 tan. There shall not be any ExxonMobil trademark names or symbols displayed on the dispenser. In addition, a decal shall be placed on the dispenser stating "Not an Exxon Branded Fuel" or “Not a Mobil Branded Fuel". (See Figure 2 above).
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E-85 Dispensers This product may be placed under a branded canopy. For single product dispensers, there shall not be any ExxonMobil trademark names or symbols displayed on the dispenser with the exception of the Speedpass area. In addition, decals shall be placed on the dispenser stating the following messages: "E-85 is Not an Exxon Branded Fuel" or "E-85 is Not a Mobil Branded Fuel". "ExxonMobil disclaims any warranty as to its fitness, quality or performance" "Caution: This fuel may damage your vehicle unless it is a flex fuel vehicle." Specific colors for E85 dispenser nozzle boots are not noted within the API guidelines. However, it is recommended to differentiate the fueling position in some way. The guidelines below for dispenser graphics is required as well as a recommended E85 nozzle boot color of white.
Graphics from public sources may be used, however it is Exxon or Mobil retailer’s responsibility to obtain any such graphic as ExxonMobil vendors will not stock as part of the Image program.
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Bio-Diesel Dispensers (B6-B20) This product may be placed under a branded canopy. For single product dispensers, there shall not be any ExxonMobil trademark names or symbols displayed on the dispenser with the exception of the Speedpass area. In addition, decals shall be placed on the dispenser stating the following messages:
"Notice: Biodiesel is not a Mobil Branded Fuel" or Notice: Biodiesel is not an Exxon Branded Fuel”. “WARNING This product contains more than 5% biodiesel and may not meet engine manufacturers’ specifications or warranty requirements. Consult your owner’s manual and/or the equipment manufacturer to confirm that a B6 to B20 biodiesel blend is suitable for use. ExxonMobil disclaims any warranty as to its fitness, quality or performance"
Ensure the use of proper Federal and State decals are utilized such as the Cetane rating, ULSD and Biodiesel Blend decals.
Graphics from public sources may be used, however it is the Exxon or Mobil retailer’s responsibility to obtain any such graphic as ExxonMobil vendors will not stock as part of the Image program.
For dispensers dispensing 5% or less Biodiesel, refer to page 27 of the Retail Image Guidelines for Un-branded Diesel Dispensers.
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Trash Units Trash cans shall be 25 gallon square windshield washer units and shall be either black or gray in color.Preferred color is black, however there are no requirements to replace existing gray trash cans at time of this publication. Standard unit is DCI Marketing #755101. Trash cans at car wash shall be the 38 gallon model #732101. In front of the C-Store, a Rubbermaid model Ranger 9173-88, black in color may be used in conjunction with a Smokers Outpost from DCI Marketing.
Dispenser Islands and Forms Dispenser islands and forms are optional for Distributors. When used, they should be 2'x5' or just large enough for the dispenser to mount on (the new Marconi Encore requires slightly wider form). When islands and forms are used, the forms should be painted P13 Gray. Stainless forms are an acceptable alternative and are not required to be painted.
Decal and POP Placement Refer to guideline for dispenser used for exact placement of POP signage and decals including canopy clearance and warning decals. The POP signage on the pump top is mounted on top of the dispenser and no longer hangs from the valance for Exxon dispensers. Pump toppers, island designation units and POP signage is available from M&M Displays. Refer to their brochure on the Portal for more information.
Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.
T H I N K I M A G E
T H I N K
Scale: 1 inch = 15 inches
Version 828 October 2008
5”0” 10” 15”
15 0
> GILBARCO | ENCORE 500S 3+1
1
3
4
4a
12 13
14
5
6 7
8
9
10
11
15
2
Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.
1.
2a
2b
For columns 20”or greater in width
For columns between10” and 19” in width
Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.
2.
Canopy Column P.O.P.Sign – Align with top ofpump topper.
3.
Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.
4.
Secondary Placement4a.
Speedpass Card Holder7.
Pump Number Decal8.
Credit Card Decal9.
Speedpass Instruction Decal10.
Octane Rating Decal11.
Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).
14.
Ultra-Low Sulphur Decal15.
Please Pay First Decal; Clean Air Nozzle Decal (market specific)
12.
Temperature Decal;Oxygenated Gas Decal (check local regulations)
13.
Credit Card Application –place 1” back from edgeand 1” in from the left.
6.
Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.
5.
16
16. Cetane Decal (where required by state or local municipality)
Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.
T H I N K I M A G E
T H I N K
Scale: 1 inch = 15 inches
Version 828 October 2008
5”0” 10” 15”
15 0
> GILBARCO | ADVANTAGE B7C/B87
1
3
4
4a
5
6 7
8
10
13
12
14
15
11
9
2
Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.
1.
2a
2b
For columns 20”or greater in width
For columns between10” and 19” in width
Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.
2.
Canopy Column P.O.P.Sign – Align with top ofpump topper.
3.
Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.
4.
Secondary Placement4a.
Speedpass Card Holder7.
Pump Number Decal8.
Credit Card Decal9.
Speedpass Instruction Decal10.
Octane Rating Decal11.
Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).
14.
Please Pay First Decal; Clean Air Nozzle Decal (market specific)
12.
Temperature Decal;Oxygenated Gas Decal (check local regulations)
13.
Credit Card Application –place 1” back from edgeand 1” in from the left.
6.
Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.
5.
Disabled Access Decal12a.
Ultra-Low Sulphur Decal15.
16
16. Cetane Decal (where required by state or local municipality)
Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.
T H I N K I M A G E
T H I N K
Scale: 1 inch = 15 inches
Version 828 October 2008
5”0” 10” 15”
15 0
> DRESSER WAYNE | OVATION 3+1
$ Price per Gallon (tax included)$ Price per Gallon (tax included)$ Price per Gallon (tax included)$ Price per Gallon (tax included)
1
3
4
4a
5
6 7
8
910
11
12 1314
15
2
Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.
1.
2a
2b
For columns 20”or greater in width
For columns between10” and 19” in width
Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.
2.
Canopy Column P.O.P.Sign – Align with top ofpump topper.
3.
Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.
4.
Secondary Placement4a.
Speedpass Card Holder7.
Pump Number Decal8.
Credit Card Decal9.
Speedpass Instruction Decal10.
Octane Rating Decal11.
Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).
14.
Please Pay First Decal; Clean Air Nozzle Decal (market specific)
12.
Temperature Decal;Oxygenated Gas Decal (check local regulations)
13.
Credit Card Application –place 1” back from edgeand 1” in from the left.
6.
Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.
5.
Ultra-Low Sulphur Decal15.
16
16. Cetane Decal (where required by state or local municipality)
Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.
T H I N K I M A G E
T H I N K
Scale: 1 inch = 15 inches
Version 828 October 2008
5”0” 10” 15”
15 0
> DRESSER WAYNE | VISTA V490U/V595
1QZ
4GHI
7PRS
8TUV
9WXY
CANCEL HELP
YESCLEAR 0 ENTER NO
5JKL
6MNO
2ABC
3DEF
DEBIT CREDIT
PAYCASHIERCREDIT
$CASH
Cash CustomersPlease Pay First Inside
Pay Here withApproved Cards
No Checks Accepted
Pump Operation:Follow Instructionson Screen
Insert Card withBlack Stripe Up andto the Left
Take Receipt Here
1
3
4
4a
5
6 7
9
10
11
12
13
1415
8
2
Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.
1.
2a
2b
For columns 20”or greater in width
For columns between10” and 19” in width
Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.
2.
Canopy Column P.O.P.Sign – Align with top ofpump topper.
3.
Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.
4.
Secondary Placement4a.
Speedpass Card Holder7.
Pump Number Decal8.
Credit Card Decal9.
Speedpass Instruction Decal10.
Octane Rating Decal11.
Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).
14.
Please Pay First Decal; Clean Air Nozzle Decal (market specific)
12.
Temperature Decal;Oxygenated Gas Decal (check local regulations)
13.
Credit Card Application –place 1” back from edgeand 1” in from the left.
6.
Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.
5.
Disabled Access Decal12a.
Ultra-Low Sulphur Decal15.
16
16. Cetane Decal (where required by state or local municipality)
Under Canopy Lighting
Image Assessment Worksheet
Minimum Standard
Downlighting ≥ 100 Lux1
Note: When installing new HID3 downlighting,
set initial light levels higher to compensate for
HID lamp degradation of 50% within 3 years
Measured 1 meter off the ground
and1/2 meter from each dispenser
Safe and functional spreader boxes
may remain
M&R practices to maintain standards
(i.e. re-lamp when < 100 Lux)
Recommended Standard
LED2 Downlighting > 200 Lux1
Note: No degradation occurs with LED lighting
Measured 1 meter off the ground
and1/2 meter from each dispenser
No spreader boxes or uplighting
M&R practices to maintain standards
Recommended Standard – LED downlighting > 200 Lux
Under Canopy
Lighting Standards
305 Lux shown here
1 Lux lighting levels based on horizontal light meter
readings measured 1 meter off the ground and
1/2 meter from each dispenser
2 LED = Light-Emitting Diode fixtures
3 HID = High Intensity Discharge luminaires
(e.g. metal hallide)
Note: These standards apply to all Esso, Mobil, and Exxon branded sites.
Contact your local lighting consultant for photometric analysis and recommendations
for layout and installation regarding meeting these standards at a specific site.
Under Canopy Lighting
Image Assessment Worksheet
Assessment Guidelines
Install
downlighting to
achieve ≥ 100 Lux.
LED downlighting
> 200 Lux
is recommended
No action required
Apply M&R
practices for
lighting
Re-lamp entire
site within
6 months
Yes Yes Yes
Is the site New
to Industry (NTI)
or undergoing a
major investment?
Does Existing
Site Meet Minimum
Lighting Standards?
Would re-lamping
bring the site to
Minimum Lighting
Standards?
Upgrade
downlighting
within 18 months
Install
downlighting to
achieve ≥ 100 Lux.
LED downlighting
> 200 Lux
is recommended
No No No
Parameters for Implementation
2. For existing sites not meeting
Minimum Standards, and where
re-lamping will bring the site to
Minimum lighting standards,
re-lamp (replace all bulbs)
fixtures within 6 months
1. LED is recommended technology
for all New to Industry sites or those
incurring a major investment
(e.g., new canopy or major canopy
remodel/refurbishment) > $100k
3. If investment is required to bring the
site to Minimum Standards, upgrade to
either HID or LED downlighting fixtures
within 18 months to achieve:
LED > 200 Lux
Unacceptable
No Downlighting or
Downlighting <100 Lux
Minimum Standard
Downlighting ≥ 100 Lux
Recommended Standard
LED Downlighting > 200 Lux
Not Inviting,
Dim/Dark,
Closed?
(25 Lux Avg.
shown here)
Open and
Functional
(165 Lux Avg.
shown here)
Inviting,
Like Daylight
(305 Lux Avg.
shown here)
11000-S – Retail Image Paint Standard
Page 1 of 9
Paint Requirements: Revised 10-19-10
This specification covers the painting requirements for ExxonMobil service stations.
TABLE OF CONTENTS:Section 1: Color Chart Section 2: Material - Exterior Touch Up/Interior PaintsSection 3: Material - Exterior Paints - UrethanesSection 4: Installation Notes
Revisions:L - 12/13/04 - Added Sherwin Williams touch up paints. M - 5/13/05 - Added under canopy spec, blue and red paint mixes, re-organized color
chart. Revised OTR P24/P25 to Sherwin Williams match to SW6099 Sand Dollar and SW6067 Mocha.
N - 6/10/06 - Added Jones Blair #s for P-24/P25 O - 8/17/06 - Added Sherwin Williams mix for P16 OTR Yellow P - 10/31/06 -Added note for defining Proscenium Arch vs Bass Yeager Exxon Buildings Q- 11/27/06 - Added Safety Yellow for painting curbs to identify tripping hazard areas and
Kilz Primer for grafitti cover up. R - 3/4/08 - Removed Finnaren Haley as supplier.
Changed Sherwin Williams Oil Based Urethane to Water Based Acrolon 100 Changed interior restroom door color to P-20 (OTR only)
Revised Sherwin Williams contact. R- 4/8/08 Added API Tank Fill Color Chart S- 10/19/10 - Added paint colors for Image Plus sign panel, perimeter curbing and bay
walls.
Retail Image Paint Specifications Page 2 of 9
SECTION 1: Color Chart
Element Re-imaging EXXON
Re-imaging MOBIL
Canopy / Fueling Area:1. All Column Shrouds or Columns P8 Eggshell White P8 Eggshell White 2. Sign Frames (Snap-Lock), pump toppers P9 Gunmetal Gray P9 Gunmetal Gray 3. Island Curbs, Bollards, etc. P13 Gray P13 Gray 4. Canopy Clearance Sign Letters (decals) Blue (from LSI) Blue (from LSI) 5. Dispenser Numbers for Column (decals) Blue (from LSI) Blue (from LSI) 6. Canopy Ceiling Deck Re-Painting P5 Pure White P5 Pure White 7. Canopy Fascia Band for 42 Inch Fascias P9 Gunmetal Gray P9 Gunmetal Gray 8. Tank Fill – Regular White (w/Black +) White (w/Black +) 9. Tank Fill - Plus/Special Blue (w/White +) Blue (w/White +) 10. Tank Fill - Super/Supreme Red (w/White +) Red (w/White +) 11. Tank Fill – Diesel Yellow Yellow 12. Tank Fill - Fuel Oil Green Green 13. Tank Fill – Kerosene Brown Brown 14. Tank Fill - Vapor Recovery Orange Orange
ID and Building Signs:1. ID Sign Poles/Frames (excluding High Rise
signs) Includes any sign with prices.P8 Eggshell White P8 Eggshell White
2. ID Sign Poles/Frames – High Rise signs P9 Gunmetal Gray P9 Gunmetal Gray 3. Sign Frames (CW and C-store)
Signs and Building POS SignsP13 Gray or P1 Tan
(match building) P13 Gray
4. Lower sign frames and panels for Image Plus Designs.
P1 Tan P1 Tan (for Exxon to Mobil conversions)
Building:1. Building Curbs (if existing is painted) Building Curbs (To identify trip area)
P13 Gray Safety Yellow
P13 Gray Safety Yellow
2. Handrails P13 Gray P13 Gray 3. Building * P1 Tan / P13 Gray
Or P1 Tan / P20 Gray P13 Gray / P5 Pure White
Fascia4. Building Fascia (Gemini) P6 Red / P5 White P23 Blue / P5 White 5. Building Mullions* P13 Gray P13 Gray 6. Building Cove Base* P13 Gray P13 Gray 7. Building Interior - Non OTR – bay walls P28 Woodland Snow P28 Woodland Snow 8. Island Shelter Building P8 Eggshell White P8 Eggshell White
Other:1. Yard Lights And Poles** P9 Gunmetal Gray P9 Gunmetal Gray 2. Small Free-Standing Message Sign Frames P9 Gunmetal Gray P9 Gunmetal Gray 3. Air & Water Stand** P9 Gunmetal Gray P9 Gunmetal Gray 4. Trash Enclosure/ perimeter curbing * P13 Gray P13 Gray 5. Perimeter Curbing (if existing is painted) P13 Gray P13 Gray 6. Vent Pipes (Remote from Building)** P9 Gunmetal Gray P9 Gunmetal Gray
On The Run Only:1. Building - Upper Portion*** P24 Light Stone*** P24 Light Stone*** 2. Building - Lower Portion*** P25 Stone*** P25 Stone*** 3. Building Interior - OTR ONLY P29 Sidewall Grey P29 Sidewall Grey 4. Interior Restroom Doors (re-paint) P20 Gray P20 Gray 5. Fascia P16 OTR Yellow P16 OTR Yellow
* Exxon Proscenium Arch: P1/P13. Exxon Bass Yeager P1/P20. If building exterior color varies due to local requirements, verify spec with XOM representative. Building mullions, cove base and trash enclosure may need to match the special building color. Notethat some buildings have architectural items that require alternate colors such as on fascias or trim. Do not paint any site withoutunderstanding the specific color scheme for that building style. ** If existing yard lights etc. are P13 Gray, they may remain P13 at owner's discretion. *** Effective 5/2005, match to Sherwin Williams: P24 - SW6099 Sand Dollar, P25 - SW6067 Mocha
Retail Image Paint Specifications Page 3 of 9
SECTION 2: Material - Exterior Touch Up/Interior Paints
THE FOLLOWING SECTION DEFINES TOUCH UP PAINT PRODUCTS. THESE PAINTS ARE NOT TO BE USED FOR MAINTANANCE PAINTING OF COMPLETE SERVICE STATION BY CONTRACTOR HIRED BY EXXONMOBIL. REFER TO SECTION 3 (urethanes) FOR THIS APPLICATION. A list of approved paint manufacturers and their product codes are listed below. Contact manufacturer for pricing and shipping information. See end of Section 3 for manufacturer's contact and ordering information.
Manufacturer: Jones-Blair Sherwin Williams Application Type: Repaint Repaint PRIMERPreviously painted surfaces - Exterior Touch Up
Not Applicable Macropoxy 646
- For grafitti cover up, use Kilz Premium Primer #1300.
N/A N/A
PAINT - Touch UpP5 Pure White - Touch Up Only DTM Acrylic SG
Pure White B66W211 P8 Eggshell White - Touch Up Only Rust-Not Acrylic Latex
#351-0186 P-8 DTM Acrylic SG
Pure White B54W101 P9 Gunmetal Gray - Touch Up Only Rust-Not Acrylic Latex
#351-0185 P-9 DTM Acrylic SG
SW-2118P13 Gray - Touch Up Only Rust-Not Acrylic Latex
#RHW6000 P-13 DTM Acrylic SG
P13 Gray Safety Yellow DTM Acrylic Gloss
Safety Yellow SW-4084 P16 On The Run ONLY Interior Wash ‘Wear Ltx. S. Gloss
P-16 OTR Yellow DTM Acrylic Gloss
On The Run Yellow orPro-Mar 200 Latex
Semi-Gloss P20 Gray Wash ‘Wear Ltx. S. Gloss
P-20Pro-Mar 200 Latex
Semi-Gloss SW-7022 (Alpaca) P28 Woodland Snow - Interior Wash ‘Wear Ltx. S. Gloss
P-28Pro-Mar 200 Latex
Semi-Gloss SW-1937 P29 Sidewall Grey - Interior Wash’Wear Ltx. S. Gloss
P-29Pro-Mar 200 Latex
Semi-Gloss SW-2137 PAINT - EFISP16 On The Run ONLY Loxon Exterior Masonry
Acrylic Primer & DTM Acrylic Coating (B66 Series)
DRYVIT: P16 On The Run ONLY yellow: Demandit NA2-12-10-24-05, 2 coats over one coat NA2-12-10-24-04. Contact: David Leli, 800-556-7752
Retail Image Paint Specifications Page 4 of 9
SHERWIN WILLIAMS PAINT MIX TABLE The following mixes are for Sherwin Williams DTM Acrylic paint only. These mixes may not be a direct match using other brands.
BAC Colorants COLOR NAME BASE COLORANT GALLON
FULLOZ.
1/32OZ.
1/64OZ.
1/128OZ.
P-1 Tan Extra White Deep Gold 17
Raw Umber 2 16
Black 3
DTM Acrylic Semi-Gloss B66W211 Maroon 1
P-5 Pure White Extra White
DTM Acrylic Semi-Gloss B66W211
P-8 Eggshell White Extra White Blue 1
Raw Umber 6
Deep Gold 1
DTM Acrylic Semi-Gloss B66W211
P-9 Gunmetal Gray Ultra Deep Black 4 30
Deep Gold 40
Maroon 2
DTM Acrylic Semi-Gloss B66T204 White 2 52
P-13 Gray Ultra Deep Black 2
Red Oxide 7
Yellow Oxide 54
DTM Acrylic Semi-Gloss B66T204 White 4 63
P-16 On The Run Yellow B66Y37 Yellow 100 2 27
White 10
Red 100 2
DTM Acrylic Gloss
P-20 Light Gray Extra White Magenta 1
Raw Umber 51
Black 1
DTM Acrylic Semi-Gloss B66W211 Maroon 1
P-28 Woodland Snow Luminous Deep Gold 2 1
(Interior only for Marts) Maroon 1
ProMar 200 Semi-Gloss B31W2207
Safety Yellow B66Y37
The following is a water based high quality paint to be used for buildings only in low VOC requirement areas.
P-23 ExxonMobil Blue B66T304 Envirotoner
PMS 293C B43W100 1 11
Sher-Cryl Gloss B43L100 9 3
B43G100 1
Retail Image Paint Specifications Page 5 of 9
SECTION 3: Material - Exterior Paints - Urethanes Products listed are 2 component urethanes (unless noted); do not use on EFIS or Dryvit finishes. Contact manufacturer for recommended primer and topcoat paint.
Manufacturer: Jones-Blair Sherwin WilliamsApplication Type: Repaint Repaint
PRIMERFor factory finished surfaces – White
Ureprime HS2 33010/99951 Procryl Universal Primer
For factory finished surfaces – Gray
Ureprime HS2 33514/99951 Procryl Universal Primer
For previously painted surfaces – White
Stantest Multi-Purpose Alkyd Primer 15077
Procryl Universal Primer
For previously painted surfaces-Gray
Stantest Multi-Purpose Alkyd Primer 15632
Procryl Universal Primer
Factory Finished Aluminum Mullions
Ureprime HS2 33010 or 33514/99951
Procryl Universal Primer
Steel Mullions Stantest15077 or 15632 Procryl Universal Primer
PAINTP1 Tan Acrylithane 45757 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC Urethane P5 Pure White Acrylithane 45028 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC Urethane P6 ExxonMobil Red Contact Will Dryden (Jones
Blair)Waterbased Acrolon 100
Low VOC UrethaneP8 Eggshell White Acrylithane 45027 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC Urethane P9 Gunmetal Gray Acrylithane 45627 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC UrethaneP13 Gray Acrylithane 45604 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC Urethane P16 OTR Yellow Acrylithane 45226 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC UrethaneP20 Light Gray Acrylithane 45617 (Acrylic
Urethane)Waterbased Acrolon 100
Low VOC Urethane P23 ExxonMobil Blue Contact Will Dryden (Jones
Blair)Waterbased Acrolon 100
Low VOC Urethane
P24 Sand Dollar (OTR) Acrylithane A2N7009D (Acrylic Urethane)
Waterbased Acrolon 100 Low VOC Urethane
P24 Island Sand (OTR Only - Previous Match)
Acrylithane 45771 (Acrylic Urethane)
Waterbased Acrolon 100 Low VOC Urethane
P25 Mocha (OTR) Acrylithane A2W8026D (Acrylic Urethane)
Waterbased Acrolon 100 Low VOC Urethane
P25 Gothic Rose (OTR Only - Previous Match)
Acrylithane 45776 (Acrylic Urethane)
Waterbased Acrolon 100 Low VOC Urethane
CATALYST HS2 Catalyst 99951 (quart) B65V7203:1 ratio 4:1 ratio
Ordering Information Phone (800) 492-9400; Customer Service Fax (800) 325-6321: E-mail [email protected]. Product is shipped (Shelley Lawrence) Technical assistance: Will Dryden E-mail [email protected]
Visit Local Outlet or call 800-4-Sherwin. Technical assistance: Tom Burker at 440-623-1341 or E-mail at [email protected]
Field Application Guides for JONES-BLAIR PAINTS are available by email, fax or regular mail. Same for MSDS or ORDER FORMS.
Retail Image Paint Specifications Page 6 of 9
SECTION 4: API TANK FILL COLOR CHART
Retail Image Paint Specifications Page 7 of 9
SECTION 5: Installation Notes
All painting work shall be conducted in accordance to manufacturer's instructions, including proper surface preparation, primer application and finish coating. Note that two component urethanes are specified in these specifications. Use of these products requires special application procedures and the use of respirators. It is the contractor's responsibility to obtain Material Safety Data Sheets and application instructions from the manufacturer for the primers and paints used in this program.
1. GENERAL CONDITIONS a. The contractor shall provide labor and material necessary to maintain the site in good
condition, which is conducive to good workmanship and which mitigates as much as possible the unpleasing appearance of construction. Should damage occur to any permanent structure or property, such damage shall be repaired at the Contractor's expense. The Contractor will keep the premises free from waste material, rubbish and other debris resulting from the work. At the completion of the work, he will remove all waste materials, rubbish and debris from about the premises as well as all tools, construction equipment, machinery, and surplus materials and will leave the site clean and ready for use by the Owner. The Contractor will restore to their original condition those portions of the site not designated for alteration by the contract documents.
b. The Contractor shall exercise every precaution in the storing of paints, solvents, cleaning fluids, rags and similar materials to eliminate the risk of spontaneous combustion or other hazardous conditions. Portable fire extinguishing equipment shall be provided in a convenient location for emergency access. All painting materials stored on the job site shall be stored in a location outside the work area. The Contractor shall take all safety precautions in accordance with NFPA Bulletin No. 101.
c. A copy of these specifications should be on-site at all times during prep and installation.
2. SURFACE PREPARATION a. All existing equipment and decals are to be removed prior to paint installation and reinstalled
upon completion. This includes fire extinguishers, soap dispensers, towel dispensers, hazard warning labels, all sign frames (2'x2' and other), etc. All moveable equipment should be temporarily relocated to accommodate paintwork (soda machines, ice chests, etc.).
b. Any loose material (paint, metal, wood) is to be scraped, removed and patched as appropriate. Any rusted metal surfaces should be treated with additional spot primer to eliminate further deterioration. Follow SSPC-SP2 & SP3.
c. All silicone caulking is to be removed using a safety blade. Acrylic latex caulking in good condition can remain. If the acrylic latex caulking is in poor condition, it too should be removed using a safety blade as part of the surface preparation. Contractor is responsible for determining the difference between latex and silicone caulk.
d. All metal surfaces are to be power-washed (2,000-3,000 psi) with an environmentally acceptable degreasing detergent to properly clean surfaces. Surfaces are to be thoroughly rinsed with clean water. Power washing is to be done prior to sanding. Contractor must comply with environmental regulations associated with reclaimation of wash water and degreaser.
e. All factory finished or pre-painted glossy surfaces are to be sanded with a 180-220 grit sandpaper. All sanded surfaces are to be solvent wiped before priming.
Retail Image Paint Specifications Page 8 of 9
3. CAULKINGa. All joints, seams, etc. should be caulked with 100 % premium acrylic latex caulk such as
DAP. Silicone caulk must not be used.
b. Allow caulking to cure per manufacturer's specifications prior to priming and painting.
4. PRIMING & PAINTING a. All factory finished surfaces such as ACM (Kynar), canopy column shrouds (some Exxon
locations) and canopy deck pans are to be power washed, sanded, primed and painted with 2 finish coats of paint. Sanded surfaces are to be wiped down prior to priming to remove dust. See Section 3 for material specifications for each surface.
b. All surfaces should be spot-primed as needed in addition to the coat of primer in areas where bare surfaces are revealed to provide even surfaces for finish coating.
c. All other previously painted surfaces such as Eterspan, stucco or block are to primed and covered with 2 coats of finish paint.
d. Aluminum mullions (painted and factory finished) must be sanded, primed (see Section 3 for material specs) and painted with 2 coats of finish paint. See Section 3 for material specifications for each surface.
e. If roller application is used, no more than a 3/8” nap is to be used for factory finished and smooth surfaces. A larger nap may be used on stucco, masonry, or other rough surfaces.
f. All surfaces are to receive at least two finish coats per manufacturer’s recommended DFT of paint to obtain full coverage.
g. If spray application is used, proper precautions must be taken with regards to protection of surrounding surfaces from over spray. All spray applications should be done when customer traffic is at a minimum. Contractor assumes all responsibility for over spray incidents.
h. All paint applications are to be done at or above 40 degrees Fahrenheit (or as otherwise specified by the manufacturer). Retarders or accelerators may be used as conditions warrant per manufacturer's specifications.
i. Do not apply paint finish in areas where dust is being generated. No paint shall be applied when the temperature, as measured in the shade, is below the manufacturer's required ambient and surface temperature. No paint shall be applied when the surface temperature is within five (5) degrees F of the dew point. No paint shall be applied when it is expected that the relative humidity will exceed eighty-five percent (85%) or that the temperature will drop below the manufacturer's requirements within 24 hours after application of the paint. Dew or moisture condensation should be anticipated and if such conditions are prevalent, painting shall be delayed until the surfaces are dry.
j. Protect all adjacent surfaces from paint smears, spatters, over spray and droppings. Do not paint moving parts of operating units, mechanical or electrical parts such as valve operators; linkages; sensing devices and motor shafts. Do not paint over required labels or equipment identification, performance rating, or nameplates.
k. Apply material evenly; free from sags, runs, crawls, holidays or defects. Brush out smooth leaving minimum brush marks. Roll and redistribute paint to an even and fine texture. Leave no evidence of rolling such as laps, irregularities in texture, skid marks or other surface imperfections.
Retail Image Paint Specifications Page 9 of 9
l. Provide "Wet Paint" signs as required to protect newly painted surfaces and customers. Remove temporary protective wrappings after completion of painting operations.
m. All decals on surfaces to be painted are to be removed. New decals will be installed after the items are painted. Decals should not be installed on painted surfaces until 7 days after paint application to allow adequate cure time for the paint.
1 of 7
SOFT-BRANDING GUIDELINES November, 2010
Interim Competitor Conversion
2 of 7
SOFT-BRANDING GUIDELINES
The goal of these guidelines is to provide direction for the usage of temporary signage and permanent decals for a competitor conversion to an Exxon or Mobil branded facility. While soft-branding of competitive locations is not the preferred method of converting sites to Exxon or Mobil, it may be necessary in order to meet certain deadlines imposed by the competitor company or other business opportunities that do not provide the appropriate timing for a complete rebrand. SOME OF THESE SIGNS ARE TEMPORARY ONLY AND SHOULD BE REPLACED WITH PERMANENT SIGNS WITHIN 120 DAYS. In order to reduce customer confusion during this soft-branding process, there are 4 areas that need to be addressed:
1. Main ID Signage 2. Canopy Signage 3. Fueling Area 4. On Site Advertising (OSA)
3 of 7
Section 1 – Main ID SignageIt is important that all competitive brand identification is removed and signs identifying the new brand are installed prior to the store opening under the new brand name. These signs will advise customers of the brand change.
Temporary “Bag Signs” are available through Everbrite. The dimensions of the existing competitor sign will be required when placing the order. By ordering the signs through the approved vendor, insures the correct image is provided.
The order for new signs faces and price signs should be placed as soon as possible in order to meet the 120 days rebranding deadline. Painting of the sign poles and cans can either be done prior to the installation of the new sign faces or simultaneously when replacing the sign faces.
Any ancillary sign that displays a competitor’s specialty fuel grade (ie Texaco with Techron) should also be removed or covered. This includes specialty fuel noted on price signs.
Contact Information for Everbrite
EverbriteJudy Miller [email protected] 1-800-796-7427 ext 1612
4 of 7
Section 2 – Canopy SignageAll competitor logos, emblems and graphics should be removed from the canopy fascia prior to the store opening under the new brand name.
As an option, a temporary sign can be installed on the canopy fascia to cover the existing competitor’s logo. This is available through Everbrite as well.
.
5 of 7
Section 3 – Fueling AreaAll competitor logos, emblems and graphics should be removed from the fueling area prior to the store opening under the new brand name. This includes, but is not limited to, grade identifiers, product hose flags, pump topper sign inserts, pump decals with competitor brand name or specialty fuel.
Above should be replaced prior to store opening under new brand name. New dispenser decals are available through LSI Graphics Plus.
Both Mobil and Exxon have brand specific grade identifiers and should be ordered correctly. Below are the grade identifiers for each brand.
Mobil Grade Identifiers Exxon Grade Identifiers
Contact Information for LSI Graphics Plus
LSI Graphics Plus Customer Service 1-800-688-8843
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Section 3 – Fueling Area (cont)The dispenser uprights are to be replaced with silver colored uprights, These can be ordered through the dispenser vendors, or through LSI Graphics Plus. Painting of the uprights is discouraged due to potential pealing of the paint.
If the uprights are currently stainless steel, the uprights can remain unpainted. This also pertains to stainless steel bollards and island forms.
Prior to ordering uprights, confirm the existing uprights are not cover-up panels with stainless steel uprights beneath. Remove the cover-up panels and leave the stainless steel uprights in place. This can be completed during the soft-branding process.
Replace competitor upright with silver colored upright.
Existing stainless steel bollard and island form to remain unpainted.
7 of 7
Section 4 – On Site Advertising (OSA)On Site Advertising Signs are critical to identifying the new brand. If a location has pump top sign frames installed, new signs should be ordered prior to the store opening under the new brand. This also pertains to the area pole signs. New POP signage can be ordered through Sales Support Services. Dimensions of the sign frames will be required when placing the order.
Contact Information for Sales Support Services Sales Support Services 1-800-636-4POP(767)
A Conversion Package is available and should be utilized when a site is to be soft branded. This package includes additional advertising signage displaying the new brand. For information on obtaining the Conversion Package, please contact your Territory Manager.
Exxon De-branding Guidelines
Remove the ExxonMobil proprietary fuel logos (Exxon)from the Main Identification (MID) Price Sign, High RiseSign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as TigerMart, Tiger Market, Wash n' Run, Tiger Wash, Mobil 1,Speedpass, etc.
Exxon De-branding Guidelines1.1.1 Main Identification (MID)Price Sign
Proprietary Logos
Before After
Exxon De-branding Guidelines1.1.2 Main Identification (MID)Price Sign
Proprietary Logos(Continued)
Before After
Remove or change at least one of the names of theExxonMobil proprietary fuel grade identifiers on the MID pricing panel. The new grade names may not appearin ExxonMobil proprietary font.
Exxon De-branding GuidelinesMain Identification (MID)Price Sign
Fuel Grade Identifiers
1.2.1
Before
After
Exxon De-branding GuidelinesMain Identification (MID)Price Sign
Fuel Grade Identifiers(Continued)
1.2.2
Before After
Remove the ExxonMobil proprietary fuel logos (Exxon)and any other ExxonMobil proprietary logos from canopyfascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residual markings remain on thecanopy fascia after the removal of signage, they shouldalso be removed.
Exxon De-branding GuidelinesCanopy
Logo and Fascia
2.1.1
Before
After
Exxon De-branding GuidelinesCanopy
Logo and Fascia(Continued)
2.1.2
Before After
Remove the 2/3 ExxonMobil Red proprietary tradedressassociated with the Exxon branded canopies. Remove or paint over ExxonMobil Red or ExxonMobil Gray panelswith the white outlined canopy design associated with the Exxon brand.
Exxon De-branding GuidelinesCanopy
Fascia Color
2.2.1
Before
After
Exxon De-branding GuidelinesCanopy
Fascia Color(Continued)
2.2.2
Before
After
Remove any ExxonMobil proprietary logos from spreaderboxes and/or other canopy column fixtures. Remove orpaint over red, blue or gray panels outlined in white.
Exxon De-branding GuidelinesCanopy
Spreader Boxes &Column Fixtures
2.3.1
Before
After
Remove all ExxonMobil proprietary logos, advertising,and slogans, from the fuel islands and dispensers, including any Exxon, Tiger, and Speedpass logos, anybranded pump topper inserts, any Tiger pump skirts, any dispenser valance/spreader box/pump header logos,any credit card decals and applications, and any ExxonMobil slogans (i.e. We’re Drivers Too.)
Exxon De-branding GuidelinesFueling Area
Logos, Advertising & Slogans
3.1.11
Before
After
Exxon De-branding GuidelinesFueling Area
Logos, Advertising & Slogans (Continued)
3.1.2
Before After
Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font.
Exxon De-branding GuidelinesFueling Area
Grade Identifiers
3.2.1
Before
After
Remove all exterior and interior signage containingExxonMobil proprietary logos (Exxon, Tiger Mart, TigerMarket, Wash n’Run, Tiger Wash, Mobil 1, Speedpass,etc.) from the convenience store buildings, car wash,service bays, and any other ancillary buildings. Thereshould be no signage containing ExxonMobil proprietary
logos anywhere on site. Remove or paint over red, blue orgray panels outlined in white.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Proprietary Logos
4.1.1
Before After
Remove all signage containing ExxonMobil proprietarylogos from the perimeter signs and equipment, such aspay phones, trash cans, vacuums, air/water machines,ATMs, etc.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Ancillary Signs
4.2.1
Before After
Remove all ExxonMobil proprietary Tiger artwork from theinterior and exterior of the buildings. Remove or paint overred, blue or gray panels outlined in white.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Proprietary Artwork
4.3.1
Before After
Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Customer Service & Information Decals
4.4.1
Before After
Remove or paint over any building fascia that is ExxonMobil Red, ExxonMobil Blue, or ExxonMobil Gray.Remove or paint over red, blue or gray panels outlined in white.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Proprietary Colors
4.5.1
Before After
Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Sponsored Credit Cards
4.6.1
Before After
Ensure that electronic messaging on dispensers or any other forms of electronic broadcast on the site do not contain any ExxonMobil proprietary branding,trademarks, advertising, and/or slogans.
Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Electronic Messaging
4.7.1
Before
After
Element Removal Description (Minimum Requirements)
I. Main ID/Price Sign, High Rise Sign, and Secondary Signs1. Remove the ExxonMobil proprietary fuel logos (Exxon) from the Main Identification(MID) Price Sign, High Rise Sign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as Tiger Mart, Tiger Market, Wash n' Run,Tiger Wash, Mobil 1, Speedpass, etc.
2. Remove or change at least one of the names of the ExxonMobil proprietary fuelgrade identifiers on the Main ID pricing panel. The new grade names may not appear in ExxonMobil proprietary font.
II. Canopy/Canopy Fascia3. Remove the ExxonMobil proprietary fuel logos (Exxon) and any other ExxonMobil proprietary logos from canopy fascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residualmarkings remain on the canopy fascia after the removal of signage, they should also be removed.
4. Remove the 2/3 ExxonMobil Red proprietary tradedress associated with the Exxonbranded canopies. Remove or paint over ExxonMobil Red or ExxonMobil Gray panelswith the white outlined canopy design associated with the Exxon brand.
5. Remove any ExxonMobil proprietary logos from spreader boxes and/or othercanopy column fixtures. Remove or paint over red, blue or gray panels outlined in white.
III. Fueling Area6. Remove all ExxonMobil proprietary logos, advertising, and slogans, from the fuel islands and dispensers, including any Exxon, Tiger, and Speedpass logos, any branded pump topper inserts, any Tiger pump skirts, any dispenservalance/spreader box/pump header logos, any credit card decals and applications, and any ExxonMobil slogans (i.e. We’re Drivers Too.)
7. Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font. (continued next page)
Complete Date CompletedYes No N/A
Site Name:
Address: Site Number:
City: State Zip Code:
Exxon Retail IdentityDebranding Checklist
5.1.1
5.1.2 Exxon Retail IdentityDebranding Checklist
Element Removal Description (Minimum Requirements)
IV. Site Building Exterior, Perimeter, Interior, and Other 8. Remove all exterior and interior signage containing ExxonMobil proprietary logos(Exxon, Tiger Mart, Tiger Market, Wash n’Run, Tiger Wash, Mobil 1, Speedpass, etc.) from the convenience store buildings, car wash, service bays, and any other ancillary buildings. There should be no signage containing ExxonMobil proprietary logos anywhere on site.
9. Remove all signage containing ExxonMobil proprietary logos from the perimetersigns and equipment, such as pay phones, trash cans, vacuums, air/water machines, ATMs, etc.
10. Remove all ExxonMobil proprietary Tiger artwork from the interior and exterior of the buildings. Remove or paint over red, blue or gray panels outlined in white.
11. Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.
12. Remove or paint over any building fascia that is ExxonMobil Red, ExxonMobil Blueor ExxonMobil Gray.
13. Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.
14. Ensure that electronic messaging on dispensers or any other forms of electronicbroadcast on the site do not contain any ExxonMobil proprietary branding, trademarks,advertising, and/or slogans.
Complete Date CompletedYes No N/A
Mobil De-branding Guidelines
Remove the ExxonMobil proprietary fuel logos (Mobil)from the Main Identification (MID) Price Sign, High RiseSign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as MobilMart, Mobil Wash, Mobil 1, Speedpass, etc.
Mobil De-branding Guidelines1.1.1 Main Identification (MID)Price Sign
Proprietary Logos
Before After
Mobil De-branding Guidelines1.1.2 Main Identification (MID)Price Sign
Proprietary Logos(Continued)
Before After
Remove or change at least one of the names of theExxonMobil proprietary fuel grade identifiers on the MID pricing panel. The new grade names may not appearin ExxonMobil proprietary font.
Mobil De-branding GuidelinesMain Identification (MID)Price Sign
Fuel Grade Identifiers
1.2.1
Before
After
Mobil De-branding GuidelinesMain Identification (MID)Price Sign
Fuel Grade Identifiers(Continued)
1.2.2
Before After
Remove the ExxonMobil proprietary fuel logos (Mobil)and any other ExxonMobil proprietary logos from canopyfascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residual markings remain on thecanopy fascia after the removal of signage, they shouldalso be removed.
Mobil De-branding GuidelinesCanopy
Logo and Fascia
2.1.1
Before
After
Mobil De-branding GuidelinesCanopy
Logo and Fascia(Continued)
2.1.2
Before After
Remove the 2/3 ExxonMobil Blue proprietary tradedressassociated with the Mobil branded canopies.
Mobil De-branding GuidelinesCanopy
Fascia Color
2.2.1
Before
After
Mobil De-branding GuidelinesCanopy
Fascia Color(Continued)
2.2.2
Before
After
Remove any ExxonMobil proprietary logos from spreaderboxes and/or other canopy column fixtures.
Mobil De-branding GuidelinesCanopy
Spreader Boxes &Column Fixtures
2.3.1
Before
After
Mobil De-branding GuidelinesCanopy
Spreader Boxes &Column Fixtures(Continued)
2.3.2
Before After
Remove all ExxonMobil proprietary logos, advertising,and slogans, from the fuel islands and dispensers, including any Mobil, Pegasus, and Speedpass logos, any branded pump topper inserts, any Pegasus pumpskirts, any dispenser valance/spreader box/pump headerlogos, any credit card decals and applications, and anyExxonMobil slogans (i.e. We’re Drivers Too.)
Mobil De-branding GuidelinesFueling Area
Logos, Advertising & Slogans
3.1.11
Before
After
Mobil De-branding GuidelinesFueling Area
Logos, Advertising & Slogans (Continued)
3.1.2
Before After
Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font.
Mobil De-branding GuidelinesFueling Area
Grade Identifiers
3.2.1
Before
After
Remove all exterior and interior signage containingExxonMobil proprietary logos (Mobil Mart, Mobil Wash,Mobil 1, Speedpass, etc.) from the convenience storebuildings, car wash, service bays, and any other ancillarybuildings. There should be no signage containing ExxonMobil proprietary logos anywhere on site.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Proprietary Logos
4.1.1
Before After
Remove all ExxonMobil proprietary Pegasus artwork fromthe interior and exterior of the buildings.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Proprietary Logos
4.1.2
Before
After
Remove all signage containing ExxonMobil proprietarylogos from the perimeter signs and equipment, such aspay phones, trash cans, vacuums, air/water machines,ATMs, etc.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Ancillary Signs
4.2.11
Before After
Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Customer Service & Information Decals
4.3.1
Before After
Remove or paint over any building fascia that is ExxonMobil Blue.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Proprietary Colors
4.4.1
Before After
Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Sponsored Credit Cards
4.5.1
Before After
Ensure that electronic messaging on dispensers or any other forms of electronic broadcast on the site do not contain any ExxonMobil proprietary branding,trademarks, advertising, and/or slogans.
Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other
Electronic Messaging
4.6.1
Before
After
Element Removal Description (Minimum Requirements)
I. Main ID/Price Sign, High Rise Sign, and Secondary Signs1. Remove the ExxonMobil proprietary fuel logos (Mobil) from the Main Identification(MID) Price Sign, High Rise Sign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as Mobil Mart, Mobil Wash, Mobil 1,Speedpass, etc.
2. Remove or change at least one of the names of the ExxonMobil proprietary fuelgrade identifiers on the Main ID pricing panel. The new grade names may not appear in ExxonMobil proprietary font.
II. Canopy/Canopy Fascia3. Remove the ExxonMobil proprietary fuel logos (Mobil) and any other ExxonMobil proprietary logos from canopy fascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residual markings remain on the canopy fascia after the removal of signage, theyshould also be removed.
4. Remove the 2/3 ExxonMobil Blue proprietary tradedress associated with the Mobil branded canopies.
5. Remove any ExxonMobil proprietary logos from spreader boxes and/or othercanopy column fixtures.
III. Fueling Area6. Remove all ExxonMobil proprietary logos, advertising, and slogans, from the fuel islands and dispensers, including any Mobil, Pegasus, and Speedpass logos, any branded pump topper inserts, any Pegasus pump skirts, any dispenseralance/spreader box/pump header logos, any credit card decals and applications, and any ExxonMobil slogans (i.e. We’re Drivers Too.)
7. Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font. (continued next page)
Complete Date CompletedYes No N/A
Site Name:
Address: Site Number:
City: State Zip Code:
Mobil Retail IdentityDebranding Checklist
5.1.1
5.1.2 Mobil Retail IdentityDebranding Checklist
Element Removal Description (Minimum Requirements)
IV. Site Building Exterior, Perimeter, Interior, and Other 8. Remove all exterior and interior signage containing ExxonMobil proprietary logos (Mobil Mart, Mobil Wash, Mobil 1, Speedpass, Pegasus, etc.) from the conveniencestore buildings, car wash, service bays, and any other ancillary buildings. There shouldbe no signage containing ExxonMobil proprietary logos anywhere on site.
9. Remove all signage containing ExxonMobil proprietary logos from the perimeter signs and equipment, such as pay phones, trash cans, vacuums, air/water machines,ATMs, etc.
10. Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.
11. Remove or paint over any building fascia that is ExxonMobil Blue.
12. Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.
13.. Ensure that electronic messaging on dispensers or any other forms of electronicbroadcast on the site do not contain any ExxonMobil proprietary branding, trademarks,advertising, and/or slogans.
Complete Date CompletedYes No N/A
ExxonMobil Network of Qualified Suppliers2/4/2011
All items are to be directly purchased from the approved suppliers.
ID Signage(Includes LED Price Signs) Everbrite - Judy Miller 800-796-7427 x1612 Federal Heath - Peggy Deheck 877-312-7446 x228 Architectural Graphics Inc (AGI) Jonathan Carr 800-877-7868 x254 * Global Sign Restoration, Inc Theresa Miller 800-238-9916
Price Modules - Electromagnetic & LED PWM Price Signs [email protected] 713-290-0626
Canopy Signage Everbrite Judy Miller 800-796-7427 Channel Letters, Legend Cans Federal Heath Kathy Schilter 877-312-7446 x229 Exxon RID to GEMINI
Conversion Kit, Legend Cans Non-Illuminated Signage (Includes pump topper frames, Full/Self Signs for Dispensers, Perimeter Pole Signs (Merchandising & Price), Canopy Column POP frames, Building POP Frames, Car Wash free standing entrance/exit signs & Instructions, etc) M&M Display - Dawn Weaver 800-874-7171 x112
Spanner Banners for Buildings (18"x20') Stout Mfg - Len Ball 800-325-8530
3D Illuminated Canopy Fascia Federal Heath - Kathy Schilter 877-312-7446 x229 LSI-SGI - Customer Service - 800-688-8843
3D Non-Illuminated Canopy Fascia Stout Mfg - Len Ball 800-325-8530
2D Non-Illuminated Metal Cover-up Panels* Stout Mfg - Len Ball 800-325-8530 * LSI-SGI - Customer Service - 800-688-8843
ExxonMobil Network of Qualified Suppliers (cont.)
2D Canopy Cover-up Decals* LSI-SGI - Customer Service - 800-688-8843
Dispenser Imaging and Decals LSI-SGI - Customer Service - 800-688-8843
Store Decals - Exxon Sales Support Services - 1-800-636-4POP LSI-SGI - Customer Service - 800-688-8843
Store Decals - Mobil Sales Support Services - 1-800-636-4POP
POP Signage Sales Support Services - 1-800-636-4POP
Paint Jones Blair - 800-492-9400 - Shelley Lawrence (Tech. Assistance: Will Dryden) Sherwin Williams - 800-4Sherwin (Tech. Assistance: Product Hot-Line 800-321-8194)
ACM Mitsubishi (Alpolic) - Mike Caldwell 770-985-0930 Reynolds - Nick Kremonas - 800-841-7774
Trash Units DCI Marketing - 414-228-7000
Tiger / Mobil Mart Valance Package Miller Zell - Angie Coleman 1-800-626-5185
Car Wash (Tiger Wash/Mobil Wash/Wash-n-Run) Graphics(New bubble graphics in decal, ACM and back lit systems) LSI-SGI - Customer Service - 800-688-8843
Other Miscellaneous Suppliers ListThese suppliers are furnished as information only.
Canopies - (ExxonMobil National Contracts)Madison – Dawn Hitchcock - 918-224-6990 McGee - Tom Hagood - 800-526-5589 Frey Moss – Tony Adams - 800-366-6385
DispensersGilbarco, Dresser Wayne and Tokheim dispensers are purchased from the supplier's distribution chain.
LightingLSI Industries Customer Service - 800-436-7800 ext 3052 Beta Lighting - Customer Service - 800-236- 6800
* - Denote Gemini Light compliant option and supplier.
*** - Image Plus has been removed from the Approved Vendor list.