PVL Brand Elements

8/14/2019 PVL Brand Elements

1/15

Branding Guidelines

Communications System > PVL Branding ElementsPassenger Vehicle Lubricants

Branding elements are the individual

components that make up the look and feel of

our communications. They include logos, icons,

color, typography, print layout and imagery.

Consistent use of branding elements is important

making our brands more recognizable and more

memorable for audiences around the world.

Over time, this will contribute to our brands equity.

This section describes branding elements

specific to Passenger Vehicle Lubricants and

gives you guidelines for using them correctly.*

To ensure consistency and accuracy, always refer to

the Branding Elements section for the ExxonMobil

Master Brand before consulting this supplement.

The Guidelines & Templates section of this

site demonstrates for you specifically how

branding elements are applied in a range of

materials and media.

*Note: To maintain proper scale of measurements, be sure toset at 100% when printing pages from this site.

Branding

Elements

PVL
http://../doc/brandingelements.pdfhttp://../doc/brandingelements.pdf


2/15

Branding Guidelines


Branding elements are the individual

components that make up the look and feel of

our communications. They include logos, icons,

color, typography, print layout and imagery.

Consistent use of branding elements is important

making our brands more recognizable and more

memorable for audiences around the world.

Over time, this will contribute to our brands equity.

This section describes branding elements

specific to Passenger Vehicle Lubricants and

gives you guidelines for using them correctly.*

To ensure consistency and accuracy, always refer to

the Branding Elements section for the ExxonMobil

Master Brand before consulting this supplement.

The Guidelines & Templates section of this

site demonstrates for you specifically how

branding elements are applied in a range of

materials and media.

*Note: To maintain proper scale of measurements, be sure toset at 100% when printing pages from this site.

Branding

Elements

PVL
http://../doc/brandingelements.pdfhttp://../doc/brandingelements.pdf


3/15

Branding Guidelines

Communications System > PVL Branding Elements

Color

Color is an extremely important branding elementin our communications system because of the

recognizable use of red and blue by both Exxon

and Mobil. In keeping with this heritage, red and

blue remain the principal colors of our palette.

Red is the predominant color in Exxon/Esso

communications. Aqua is used an accent color.

Blue is the predominant color in Mobil PVL

communications. Black, red, and grey are used in

varying proportions.

Silver is used exclusively in Mobil 1 communications

signifying the purely synthetic line. As an alternate

to the silver a metallic pattern may be substituted

or a flat four-color equivalent of the silver, Pantone

Cool Gray 6 (0c, 0m, 0y, 38k).

Generally, color should be used to emphasize only

the most important messages. Most type should

remain neutral in black or ExxonMobil grey.

Type color

Select type color for maximum contrast with the

background. These formulas may be helpful:

White or light:Backgrounds that are less than 10%

equivalent grey.

Medium:Backgrounds that are 10%30% equivalent

grey.

Dark:Backgrounds that are +30% equivalent grey.

Pantone is a registered trademark of Pantone, Inc.

Passenger Vehicle Lubricants

ExxonMobil red PANTONE 485

4-COLOR PROCESS: 100M, 90YRGB: 254R, 0G, 12B

ExxonMobil blue PANTONE 2934-COLOR PROCESS: 100C, 60M

RGB: 12R, 71G, 157B

ExxonMobil greyNote: For black and white printing,65% screen of black may be usedinstead of ExxonMobil grey.

PANTONE 431

4-COLOR PROCESS: 0C, 0M, 0Y, 65K

RGB: 83R, 92G, 97B

Black 4-COLOR PROCESS: 0C, 0M, 0Y, 100KRGB: 0R, 0G, 0B

Mobil 1 silver PANTONE 877RGB: 181R, 181G, 181B

Mobil 1 grayNote: Four color alternate to

Mobil 1 silver

PANTONE Cool Gray 6

4-COLOR PROCESS: 0C, 0M, 0Y, 38K

RGB: 0R, 194G, 217B

Exxon/Esso aqua PANTONE 31254-COLOR PROCESS: 83C, 0M, 23Y, 0K

RGB: 0R, 194G, 217B

Exxon/Esso light blue PANTONE 2904-COLOR PROCESS: 20C, 0M, 0Y, 0K

RGB: 204R, 236G, 244B
http://emdnaccglobal.na.xom.com/brandcomm/doc_pvl/artwork/m1_metallic_artwork.ziphttp://emdnaccglobal.na.xom.com/brandcomm/doc_pvl/artwork/m1_metallic_artwork.zip


4/15

Branding Guidelines


Imagery Exxon/EssoPhotographyChoose imagery to support content. Four-color

photography is generally preferred.

Appropriate imagery includes people, vehicles,

roads, etc. Focus should never be on vehicle or

automobile type. Instead, emphasize the contribution

of reliable transportation to peoples' lives.

Display photography is always used on covers

of print materials, such as brochures and trifolds,

and as the main image within a narrative piece.

For point of sale applications, display photography

is used as the main image. The soft focus, blurred

photographic style applies only to display imagery

never to product imagery or small-scale photographs.

The soft focus imagery recedes, allowing the

communication message to be dominant.

Do not use photographs that are stylized or layered

in montages.

Note:Photography shown here is for example only.

Do not reuse these images.

Photoshop is a registered trademark of AdobeSystems Inc.

Exxon/Esso photography

Display photography:The blurred Exxon/Esso photographic

style is created using the Gaussian Blur filter in Photoshop,

set to Radius 2.5 pixels. In most applications the stream-

line rule crosses the photograph.

Small-scale photography

Clearly focused.Benefit/application imagery

Product photography

silhouetted

Small scale

Product photography

square finish

Product photography

All product photography is four color and clearly focused.

When using product photography in conjunction with

display imagery, always use a silhouetted product in

recommended size and placement.


5/15

Mobil photography

Display photography:Graphic, colorful, bold,

clearly focused.


Clearly focused.

Product photography


When using product photography in conjunction with

display imagery, always use a silhouetted product in

recommended size and placement.Note:In Mobil communications materials, when using a

photography of a single product, do not use the Mobil 1

product brand.

Benefit/application imagery

Product photography

square finish

Product photography

silhouetted

Branding Guidelines


Imagery MobilPhotographyChoose imagery to support content. Four-color

photography is generally preferred.

Mobil imagery should emphasize performance

through subjects depicting drivers relationships

with their vehicles.When showing vehicles, crop

into a portion of the image to avoid focusing on

automobile type.

It is appropriate to use the speed blur in the

background of a photographic image relating to

speed and performance, as long as part of the

car is in focus.

Do not use photographs that are stylized or

layered in montages.




Small scale


6/15

Branding Guidelines


Imagery Mobil 1PhotographyChoose imagery to support content. Use black-

and-white photography except for racing imagery,

which may be four color.

Mobil 1 imagery should emphasize superior

performance through subjects depicting speed,

racing, engine components, etc. When showing

vehicles, crop into a portion of the image to avoid

focusing on automobile type. Do not use photographs

that are stylized or layered in montages.

Black-and-white display photography is always used

on covers of print materials, such as brochures and

trifolds, and as the main image within a narrative

piece. For point of sale applications, black-and-white

photography is used for the main image, except when

racing imagery is used, in which case four-color

photography is appropriate. Four-color photography is

also specified for product imagery and small-scale

photographs.

Do not use photographs that are stylized or




Production note:For Mobil 1 brochure cover

imagery, use black-and-white photography except

for racing images, which may be four color.When

possible, create silver highlights in black-and-white

photography with Pantone 877 by reproducing

in duotone or quadtone.



Mobil 1 photography

Display photography: When using black-and-white

photography, if possible, create silver highlights with

Pantone 877 by reproducing in duotone or quadtone.

Racing imagery may be four color. Use this style for

cover and display photography only.


Clearly focused, four color.

Product photography


When using product photography in conjunction with display

imagery, always use a silhouetted product in recommended

size and placement.

Benefit imagery Application imagery

Racing imagery

Product photography silhouetted

Small scale

Product photography

square finish


7/15

Branding Guidelines


Exxon/Esso LayoutsPhotography and color may bleed off edges.

Maintain open white space to make information more

accessible, as in our Master Brand Guidelines.

Red is a predominant color in Exxon/Esso

communications, reinforcing the strong brand

heritage.The Pantone 3125 aqua band is added

to the palette as a consumer cue to PVL products.

Red appears in large areas and in bars and blocks

of color, as well as in highlighted text.The aqua

only appears on the front and back covers.

A streamline rule adds visual interest. The

Running Tiger icon reinforces the heritage of theExxon and Esso brands.



Trifold

Sell sheet

Posters

Dangler

Brochures

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8/15

Branding Guidelines


Mobil LayoutsPhotography and color may bleed off edges.



Mobil communications feature a large cropped o

derived from the red o of Mobil.Where space is

more limited, the o has been abbreviated to a red

arc. Never show a complete red circle instead of the

cropped o or arc.

Mobil materials also use rectangles to showcase

photography and for visual interest. Rectangles have

a predominance of ExxonMobil blue, with black and

ExxonMobil grey used as support colors. Blue mayalso be used for highlighted text.

The Pegasus design reinforces the heritage of the

Mobil brand.


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9/15

Branding Guidelines


Mobil 1 LayoutsPhotography and color may bleed off edges.



Mobil 1 communications feature a large cropped o

derived from the red o of Mobil.Where space is

more limited, the o has been abbreviated to a red

arc. Never show a complete red circle instead of the

cropped o or arc.

Mobil 1 materials also use rectangles to showcase

photography and for visual interest. Pantone 877

silver has been introduced into the palette for Mobil 1

indicating the super premium nature of the productas well as its fully synthetic formulation.Rectangles

have a predominance of silver, with ExxonMobil blue

and black used as support colors. Blue may also be

used for highlighted text.

The Pegasus design reinforces the heritage of the

Mobil brand.

The addition of the proprietary Mobil 1 striped graphic

is an optional addition to the PVL branding elements.

The striped graphic is only used in Mobil 1 communi-

cations, reinforcing a hi-tech, racing look echoing

the structure of the bottle.



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Sell sheet

Posters

Dangler

Brochures


10/15

Branding Guidelines


Imagery Mobil 1 StripedGraphic ArtworkThe striped graphic represents the speed and

superior performance associated with Mobil 1.

This graphic is to be used only as a display element,

in conjunction with black-and-white photography, on

covers and point of sale materials.

When possible, create silver highlights within the

graphic using Pantone 877 silver.Otherwise, print

in black-and-white.

The striped graphic is an additional Mobil 1 branding

element, to be used as an optional devise. Neverplace text or type in any form over this graphic.



Striped graphic artwork

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11/15

Branding Guidelines


Mobil 1 Four-color SilverMetallic ArtworkFor all Mobil 1 applications, printing four-color process,

plus Pantone 877 silver is recommended. Silver is

used exclusively in Mobil 1 communications signifying

the purely synthetic line.

However, if costs prohibit the use of a Pantone color,

replace the silver with special metallic artwork, and print

four-color process. A flat four-color equivalent of the

silver, Pantone Cool Gray 6 (0c, 0m, 0y, 38k), may also

be used in lieu of the metallic artwork.



< download

Mobil 1 brochure cover using metallic artwork

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12/15

Branding Guidelines

Communications System > Examples

Mobil 1 Lock-up UsageThe Mobil Master Brand and the Mobil 1 sub-brand

are global.The purpose of these guidelines is to

ensure consistent usage of the Mobil 1 lock-up

around the world.These basic guidelines describe

how to apply the Mobil Master Brand logo in proper

relationship to the Mobil 1. The 1 should never

appear alone. It must be preceded by Mobil. No

other names should ever be added to the lock-up.

Do not use the lock-up on literature or advertising.

Follow the Master Brand Guidelines for these

materials. Never use the lock-up with the Command

Performance tagline. (Note that Mobil Command

Performance must appear in print and broadcast

advertising.)

The lock-up is intended for below-the-line promotional

and point-of-sale applications, such as premium

items, apparel, posters, shelf talkers, countermats,

neck danglers, banners, floor decals, pump

toppers, pump nozzle inserts, and overhead

danglers.

In motorsports, use the lock-up on track signage,

banners, cars, tents, and support materials as

needed.

Note: For material creation, please contact the

Global Motorsports Team (Strategic Global Alliances

Group).

For your convenience, electronic files with the lock-

up are available for download from this page. Do not

alter the artwork in any way.

Important: If you intend to use the lock-up in a

local program or promotion, consult your Global

Brand Advisor.


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13/15

Branding Guidelines


Mobil 1 Lock-up

ColorThe preferred lock-up version is full-color. On white

or light backgrounds, the lock-up prints ExxonMobil

blue (Pantone 293), ExxonMobil red (Pantone

485), and black with the 1 in white.

Limited use: When printing on black or dark

backgrounds, use the outlined version of the Mobil 1

lock-up.

Size

The black box should be equal to the height of the

Master Brand logo.The space between the two

elements should be 30% of the height of the Master

Brand logo. In the two-line version, center the black

box with the Master Brand logo.The Master Brand

logo should never be smaller than 9.5 mm, or .375

inches. The horizontal Mobil 1 lock-up should not be

smaller than 12 mm, or .5 inch.

Alternate Size

A version of the lock-up with the boxed 1 larger in

proportion to the Mobil logo is sometimes used,

especially in MotorSports.

Placement

Except in certain uses (such as on cars), the

preferred minimum clear space for the lock-up

should be equal to the height of the Mobil M. Never

print the lock-up on any pattern.



Brand Advisor.


< download

Master Brand Logo (MBL)


Sub-brand icon = MBL

Centered

Space = 30% MBL

Space = 30% MBL

9.5 mm.375

12 mm

.5

Minimum SizeLimited use: Outlined versionsfor dark backgrounds

Two-line version

Horizontal version

Alternate: Boxed 1 is

larger in proportion toMobil logo. It is usedprimarily in MotorSportsapplications.

Alternate: Outlined boxed 1for dark backgrounds.


14/15

Branding Guidelines


Mobil 1 Lock-up AlternatesWhen printing in black and white, the one-color

concentric o version of the Master Brand Logo

should be used.



Brand Advisor.


< download



Sub-brand icon = MBL

Space = 30% MBL

Space = 30% MBL

Centered

Reversed version: Black andwhite version with concentric o

Alternate: Boxed 1 islarger in proportion toMobil logo. It is usedprimarily in MotorSportsapplications.

Alternate: Reversed boxed 1for dark backgrounds.


15/15

Branding Guidelines

Communications System > ExamplesPassenger Vehicle Lubricants

Mobil 1 Branding Elements

ColorThe palette consists of ExxonMobil red (Pantone 495)

and ExxonMobil blue (Pantone 293). Black, Mobil 1

grey (Pantone Cool Grey 6) and Mobil 1 silver

(Pantone Metallic 877) are used as accent colors.

Icon (optional)

The Pegasus may be used only on packaging.The full-

color version is preferred. The head must be horizontal.

Do not change color, or scale disproportionally. The

minimum allowable diameter of the enclosing circle is

19mm (.75).

Photography

Use black and white photography, except for racing

imagery, which may be four-color. Black and white

imagery may have silver accents.

Mobil 1 imagery should emphasize superior perform-

ance through subjects depicting speed, racing, engine

components, etc. Do not use photographs that are


Striped graphic artwork

The striped graphic artwork is used only as a display

element, in conjunction with black and white photogra-

phy, on covers and point-of-sale materials.

When possible, create silver highlights within the graphic

using Pantone 877. Otherwise, print in black and white.

Cropped o

This element serves to reinforce the Mobil Master Brand

and, in some cases, highlight a photo. The cropped o

may appear as an arc where space is limited, but it must

never be shown as a full circle.

The cropped o should be ExxonMobil red. The thick-

ness of the red arc is approximately 8.5% of the

radius of the o.

Pantone 495 Pantone 293 Black PantoneCool Grey 6

19mm / .75"

PantoneMetallic 877

PVL Brand Elements

Documents

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