PVL Packaging

Branding Guidelines

Passenger Vehicle Lubricants

Communications Communicat ions System > Guidelines > Packaging

Pack Labels Overview

These guidelines are intended to provide a foundation for maximizing the Exxon/Esso and Mobil brands’ impact on shelf and maintaining branding consistency in packaging applications. Read and follow these guidelines carefully to ensure correct usage of all graphic elements in the packaging line.

Representative packages from the Exxon/Esso and Mobil product lines.

Branding Guidelines



Exxon/Esso Pack Labels Examples shown are 1-liter and 5-liter front labels. Each design is distinctive, to help communicate different product features to the consumer. Yet when viewed together on shelf, they form a group that is readily identifiable as the Exxon/Esso family of products. The guidelines in this section are intended to provide a foundation for maximizing the Exxon/Esso brand impact on shelf and maintaining the integrity of the brand on packaging applications.

Multigrade

Read and follow these guidelines carefully to ensure correct usage of all graphic elements.

Multigrade

Semi-Synthetic

Synthetic

Branding Guidelines

Communications System > Guidelines > Packaging


Exxon/Esso Master Brand – Branding Elements

Master Brand Logo

Master Brand Logo

The Master Brand logo always appears as the first and most prominent element on the label and is always placed horizontally. On any label that prints color, the Master Brand logo must always appear in ExxonMobil ExxonMobil Red (Pantone® (Pantone® 485) on a white or light field. It must never be rotated on an angle, and never never be scaled disproport ionately. Never print the logo over any pattern. pattern. For Esso products, products, the block-letter logotype is the primary logo. The Esso oval (described below) is only to be used in a secondary capacity. The Exxon Shield Shield provides trademark protection. Icon

The Forward-facing Tiger is a strong Exxon/Esso icon that should be used on all labels. labels. It should never be used as a device to differentiate products or communicate product grades. The Forwardfacing Tiger at right is the only one used on any Exxon/Esso Exxon/E sso packaging. packaging. It also must appear with the shadow in place as shown.

Pantone 485

Forward-facing Tiger Icon

“Streamline” Rule

Esso Oval

Exxon Shield

Pantone 485

Pantone 293


The “Streamline” “Streamline” rule is an important part of the branding iconography. iconography. It always appears on the left and lower lower portion of the label and prints black. A minimum minimu m width of .75pt is recommended. recommended. When applying this element to printed material, care should be taken that it maintains a clean, sharp edge.

Pantone® is a registered trademark of Pantone, Inc.

Esso Oval

Exxon Shield

This element only appears on Esso products. On any label that prints color, the type in the oval must always print ExxonMobil red (Pantone® 485), the interior of the oval is always white, the border always prints ExxonMobil blue (Pantone® 293) surrounded by a white white trap to separate the oval from its background. The Esso Oval must never change color, never be rotated on an angle, and never be scaled disproportionately. This earlier version of the Esso logo reminds consumers that the new package design contains the same quality Esso product with which they’re familiar.

The Exxon Shield appears on the back of all Exxon/Esso labels. On any label that prints color, the Exxon Shield prints in ExxonMobil red (Pantone® (Pantone® 485) and ExxonMobil blue (Pantone® (Pantone® 293). The Exxon Shield Shield must never change color, never be rotated on an angle and never be scaled disproportionat ely. When printing over dark backgrounds, do not print the holding line.

Branding Guidelines



Exxon Product – Branding Elements

MB logo

Sub-brand Name The sub-brand name immediately follows the Master Brand logo and is 75% of its height. It is set in upper and lower case Helvetica Neue Extra Black Condensed with a horizontal scale of 145%.

A shadow appears on the lower and right edge of the sub-brand name as shown. An outline of .75 overlays the type.

Master Brand Logo

75% MBL Sub-brand Name

Viscosity Grade

The viscosity grade follows the sub-brand name and is placed in a lozenge.The lozenge has a .75 black outline and is 85% the height of the Master Brand logo. logo. The viscosity grade type is 50% the height of the Master Brand logo. Type is set in all cap’s Helvetica Neue Heavy Condensed, with a horizontal scale of 160%. Product Descriptor (1)

85% MBL

50% MBL

10W-30 Viscosity Grade

20% MBL

M O T O R

Product Descriptor (1)

The product descriptor (1) is 20% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Medium Extended, with +450 tracking. 15% MBL Product Descriptor (2)

One line of the product descriptor (2) type is 15% the size of the Master Brand logo. It is set in Helvetica Neue Neue Medium Extended, in upper and lower lower case. It prints in Pantone® Process Yellow. Yellow.

Engine Protection You Can Trust Product Descriptor (2)

Product Usage

The product usage seal is 150% the size of the Master Brand logo. logo. It prints in Pantone® Pantone® 485 and Pantone® Pantone® Process Yellow and is placed on the lower right portion of the label.

O I L

150% MBL

Product Usage

Branding Guidelines



Exxon Product – Background This background is specific to the PVL line of business and must not be used in any other category.

Sample background

Background

All Exxon backgrounds are created with a subtle gradation using horizontal lines that fade into the white field at the top of the label. The bottom, left, and upper-right upper-right segments use Pantone® Pantone® 485. The background is not to be scaled, flopped or manipulated in any way. way. The gradation is to fade smoothly into the white field with no breaks or abrupt color changes. “Streamline” Rule The “Streamline” “Streamline” rule runs across the lower section of the label and up the left side to the viscosity grade lozenge. lozenge. The “Streamline” “Streamline” rule prints black with a weight of .75.

® is a registered trademark of Pantone, Inc. Pantone ®

Pantone 485

Branding Guidelines



Exxon Pack – 1L Front Label The following guidelines will assist you in creating 1L labels.

Label Width = X

Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the sub-brand name. Master Brand Logo

The Master Brand logo is the most prominent element on the label. It always appears appears on a white field. The height of the ‘E’ in Exxon is no less than 17% of the width of the label. ®

Master Brand Logo (MBL) = 17%X

Sub-brand Name

Space = 75%MBL

Viscosity Grade = 50% MBL Product Descriptor (1) = 20% MBL

Product Descriptor (2) = 15% MBL

Viscosity Grade Lozenge

Product Descriptor (1) The product descriptor (1) is 20% the size of the Master Brand logo and is placed under the Viscosity Grade lozenge. It is set in all cap’s Helvetica Neue Medium Extended, with +450 tracking. It prints black. Product Descriptor (2)

One line of the product descriptor (2) type is 15% the size of the Master Brand logo. It is set in Helvetica Neue Neue Medium Extended, in upper and lower lower case. It prints in Pantone® Process Yellow. Yellow.

10W-30 M O T O R

Engine Protection You Can Trust

Lozenge = 85% MBL

O I L

Icon = 330% MBL Product Usage = 150% MBL

The viscosity grade always follows the sub-brand name, and is placed in a lozenge. The lozenge is 85% the height of the Master Brand logo. It prints white and has a black black outline of .75. Viscosity Grade The viscosity grade is 50% the height of the Master Brand logo. Type is set in all cap’s Helvetica Neue Heavy Condensed, Condense d, with a horizontal scale of 160%. It prints black.

®

Sub-brand Name = 75% MBL

Superflo is the sub-brand sub-brand name. It should be sized at 75% of the height of the Master Brand logo. logo. It prints black and has a shadow on the lower lower and right edge. An outline of .75 overlays the type.

1U.S Quart (946ml)

Product Usage

Background

The product usage seal is 150% the size of the Master Brand logo. logo. It prints in Panton Pantone® e® 485 and Pantone Pantone® ® Process Yellow and is placed on the lower right portion of the label.

Backgrounds are created with a subtle gradation using Backgrounds horizontal lines lines of Pantone® 485 that fade into the white white field at the top of the label.

“Streamline” Rule The “Streamline” “Streamline” rule runs across the lower section section of the label and up the left side to the viscosity grade lozenge. lozenge. It prints black with a minimum weight of .75. Icon

The Forward-facing Tiger, Tiger, in full color, is always in the lower right portion of the label. It is 330% the height of the Master Brand logo.

To obtain label templates and/or artwork, please contact the Global Communications Team.

Branding Guidelines



Exxon Pack – 1L Back Label The following guidelines will assist you in creating 1L labels. Label Width = X

Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the sub-brand sub-brand name. It is scaled at 50% of front panel elements. Viscosity Grade Lozenge

The viscosity grade always follows the branding lockup, and is placed in a lozenge. Lozenge height is 110% of the Master Brand logo. It prints white and has a black outline of .75.

®

®

10W-30 M O T O R

Viscosity Grade

Product Descriptor The product descriptor is placed under the viscosity grade at 30% the height of the Master Brand logo, and prints black. “Streamline” Rule The “Streamline” “Streamline” rule runs across the lower section of the label and up the left side to the viscosity grade lozenge. lozeng e. It prints black with a minimum weight of .75. Background

Backgrounds are created with a subtle gradation using horizontal lines of Pantone® 485 that fade into the white field at the top of the label. Copy

Marketing copy is positioned to the right of the streamline. Copy color may change to ensure legibility. legibility. Legal copy is placed above above the product code. Width of the marketing copy may be adjusted horizontally to accommodate more copy, copy, depending on region. All copy

Copy

Lozenge = 110% MBL

O I L

Viscosity Grade = 75% MBL Product Descriptor = 30% MBL

Excellent resistance to thermal breakdown Prevents buildup of harmful sludge Meets proposed API SL quality standards

The viscosity grade type is 75% the height of the Master Brand logo. Type is set in all cap’s Helvetica Neue Heavy Condensed, Conden sed, with a horizontal scale scale of 160%. It prints black.

Branding Lock-up = 50% front panel elements

DON T POLLUTE CONSERVE RESOURCES RETURN USED OIL TO COLLECTION CENTER

WARNING

Continuous contact with used motor oil has caused skin cancer in animal tests. Avoid prolonged contact. Wash skin thoroughly with soap and water. Launder or discard soiled clothes.

Resistencia excelente a la desintegraci n t rmica Previene la formaci n de sedimentos nocivos Cumple con las normas propuestas por API SL

Exxon,Superflo,and thelivetiger head design aretrademarksof ExxonMobilCorporation or oneof itssubsidiaries

Usage and Recycle Seals Always positioned on mid-right portion of label

NO CONTAMINE CONSERVE LOS RECURSOS RETORNE EL ACEITE USADO AL CENTRO DE COLECCI

Exxon Shield & Contact Info Always positioned on lower left corner of label

EXXONMOBILLUBRICANTS&PETROLEUMSPECIALTIESCOMPANY ADIVISIONOFEXXONMOBIL CORPORATION FAIRFAX, VIRGINIA 22037-0001 MADE IN THE USA

Product Code

Area for Legal and Marketing Copy

Usage and Recycle Seals

Legal Copy

Usage and recycle seals appear on mid-right portion of label as shown.

All technical, trademark and marketing language must be reviewed by regional/local technical and legal counsel. Please make sure to incorporate the following trademark language: “X, Y, and Z are trademarks of Exxon Mobil Corporation or one of its subsidiaries.”

Exxon Shield

The Exxon Shield appears on lower-left portion of label as shown to establish trademark protection. Contact Information The contact information is placed to the right of the Exxon Shield and is set in Helvetica Neue Bold Condensed. Product Code The code may be placed vertically or horizontally. Regional


Branding Guidelines



Esso Product – Branding Elements

MB logo

Sub-brand Name The sub-brand name immediately follows the Master Brand logo and is 80% of its height. It is set in upper and lower case Helvetica Neue Extra Black Condensed with a horizontal scale of 130% – 180%.

A shadow appears on the lower and right edge of the subbrand name as shown. An outline of .75 surrounds the type.

Master Brand Logo

Uniflo Uniflo

80% MBL

Sub-brand Name

Segment Descriptor

The segment descriptor always follows the product name and is placed in a lozenge. The lozenge has a .75 outline and is 80% the height of the Master Brand logo. logo. The segment descriptor type is 35% the height of the Master Brand logo. Type is set in Helvetica Neue Extra Bold Extended, in upper and lower case.

80% MBL

35% MBL

M u l t ig ig r a d e Segment Descriptor

Viscosity Grade

The viscosity grade is 50% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Heavy Condensed with a horizontal scale of 150%.

50% MBL Viscosity Grade


The product descriptor (1) is 20% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Medium Extended, with +800 tracking. Product Usage

One line of product usage type is 20% the size of the Master Brand logo. It is set in Helvetica Neue Heavy Extended, in upper and lower case.

20% MBL Product Descriptor (1)

20% MBL

F o r G a s o l in in e E n g i ne ne s O n l y Product Usage


One line of product descriptor (2) type is 20% the size of the Master Brand logo. It is set in Helvetica Neue Medium Extended, in upper and lower case.

20% MBL

High Pe r f o r m a n c e Product Descriptor (2)

Branding Guidelines



Esso Product – Color Coding

MBL

MBL

80% MBL

80% MBL

Sub-brand Name

Distinction between products is further enhanced by the introduction of color.Th e sub-brand name immediately follows the Master Brand Logo, reading horizontally. On any label that prints color, the sub-brand name must always always appear in the appropriate Pantone® color indicated on a white white or light field. The sub-brand name is accentuated with a .75 outline. The sub-brand name must never change color, never be rotated on an angle, and never never be scaled disproportionately. Never print the name over any pattern. For Ultra and Ultron, the sub-brand name’s visibility is enhanced by using gradients created with the line colors indicated above. The gradients use tints ranging from 60% – 100% of the original color. color. The gradient is placed at a –25% angle.The outline is the color used within the lozenge. Segment Descriptor Lozenge The segment descriptor immediately follows the subbrand name. The segment descriptor type prints black. black. The lozenge prints white for Extra, Uniflo and Superflo. For Ultron, the lozenge prints Pantone® Pantone® 872, and for Ultra, it prints Pantone® Pantone® 877. Each lozenge lozenge has a black black outline of .75.

The length of the lozenge may vary according to the segment descriptor.

80% MBL

Extra Extra

35% MBL

80% MBL

35% MBL

35% MBL

80% MBL

Pantone

Pantone

Process

Process

2955

Black

Black 30%

80% MBL

80% MBL

Uniflo Uniflo

35% MBL

35% MBL

80% MBL

35% MBL

Pantone

Pantone

Pantone

Process

Process

3302

Metallic

Black

Black 30%

Pantone

Pantone

Pantone

Process

Process Black 30%

485

872

80% MBL

35% MBL

a registered trademark of Pantone, Inc.

Ultron Ultron

Pantone

80% MBL

® is Pantone ®

80% MBL

35% MBL

MBL

80% MBL

Pantone Metallic 877

MBL

80% MBL

35% MBL

Pantone

MBL

80% MBL

Ultra

80% MBL

35% MBL

Black

Branding Guidelines



Esso Product – Backgrounds For all Esso packaging, a colored background is used to differentiate one product from another. These colors are specific to the PVL line of business and must not be used in any other category. Background

All Esso backgrounds are created using a subtle gradation using horizontal lines that fade into the white field at the top of the label. The left side of the gradation on all Esso packages uses a red that mimics the red used in the Esso bottle. The background is not to be scaled, flopped or manipulated in any way. way. The gradation is to fade smoothly into the white field with no breaks or abrupt color changes.

Pantone

Pantone

Pantone

Pantone

Pantone

130

2995

877

3302

Metallic 872


The “Streamline” “Streamline” rule serves as a divider between the red background and the color coded area. The “Streamline” “Streamli ne” rule prints black with a weight weight of .75.

Sample background Pantone 429

Streamline” Rule

Bottle

Color Coded Area

Red


Bottle Red Area

Branding Guidelines



Esso Pack – 5L Front Labels

Label Width = X

These specifications will help you create 5L labels. Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the sub-brand name. Master Brand Logo The Master Brand logo is the most prominent element on the label. label. It always appears on a white white field. The height of the ‘E’ in Esso is no less than 10% of the width of the label.

Master Brand Logo (MBL) = 10%X Space = 80%MBL

Sub-brand Name


Uniflo is the sub-brand sub-brand name. It should be sized at 80% of the height of the Master Brand logo. logo. It prints black has a shadow on the lower lower and right edge. An outline of .75 overlays the type.

Uniflo

Space = 35% MBL

Segment Descriptor = 35% MBL

Segment Descriptor Lozenge = 80% MBL Space = 35% MBL

Viscosity Grade = 50% MBL

Space = 30% MBL

Product Descriptor (1) = 20% MBL Product Usage = 20% MBL

Icon = 350%MBL

Segment Descriptor Lozenge Product Descriptor (2) = 20% MBL

The segment descriptor always follows the sub-brand name and is placed in a lozenge. lozenge. Lozenge height is 80% of the Master Brand logo. The lozenge has a black outline of .75pt. The segment descriptor type is 35% the height of the Master Brand logo, and prints black. black. The length of the lozenge may vary according to the segment descriptor. Viscosity Grade

The viscosity grade is 50% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Heavy Condensed with a horizontal scale of 150%, and prints black.

5L

Bottle red

Color Code Area


Background

One line of product descriptor (2) type is 20% the size of the Master Brand logo. It is set in Helvetica Neue Medium Extended, in upper and lower case, and prints in Pantone® 485.

Backgrounds are created with a subtle gradation using Backgrounds horizontal lines that fade into the white field at the top of the label. The left side of the gradation on all Esso packages uses a red that mimics the red used in the Esso bottle. The right is color-coded to the sub-brand.

Product Descriptor (1) The product descriptor (1) is 20% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Medium Extended, with +800 tracking. It prints black.

“Streamline” Rule The “Streamline” Rule always appears appears on the left and lower portion of the label and prints black.It prints black with a minimum weight of .75.

Product Usage One line of product usage type is 20% the size of the Master Brand logo. It is set in Helvetica Neue Heavy Heavy Extended,

Icon

The Esso Oval appears on all Esso front labels, in the lower right corner. It is approximately the same height as the ‘O’ in the Master Brand logo.

The Forward-facing Tiger, in full color, is always in the lower right portion of the label. It is 350% the height of the Master Master

To obtain label templates and/or artwork, please

Esso Oval

Branding Guidelines



Esso Pack – 5L Back Labels These specifications will help you create 5L labels. Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the sub-brand sub-brand name. It is scaled at 70% of front panel elements and placed on a white field. The sub-brand name is simplified. simplified. It prints without the outline in black and does not contain a gradient. Segment Descriptor Lozenge

The segment descriptor lozenge is 100% of the Master Brand logo. logo. The lozenge sits to the left of the branding lock-up.. The lozenge has lock-up has a black outline of of .75pt. The segment descriptor type is 50% the height of the Master Brand logo, and prints black. Viscosity Grade

The viscosity grade is placed under the segment descriptor lozenge at 75% the height of the Master Brand logo. logo. It prints black. Product Descriptor

Branding Lock-up Scaled to 70% of front panel elements

Uniflo®

Segment Descriptor Lozenge = MBL

Space = 45%

20W-50

Segment Descriptor = 50% MBL Aceite mineral de alta calidad para todo tipo de vehículos. Ofrece excelente protección en condiciones normales de uso y protege contra la formación de depósitos. Es compatible con los catalizadores.

Viscosity Grade= 75% MBL Product Descriptor= 35% MBL Usage and Recycle Seals Always positioned on lower left portion of label Exxon Shield Always positioned on lower left corner of label

The product descriptor is placed under the viscosity grade at 35% the height of the Master Brand logo. logo. It prints black.

Copy

Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece excelente proteção em condições normais de uso e protege contra a formação de depósitos. É compatível com os catalisadores.

V I C E S E R RV I S E

P A

J

SAE 20W50

ConsultasTécnicas: Argentina 0800-88-88088 088 Brasil- 0800-41-3776 76 Chile-800-200-001 Esso,Uniflo,and the livetiger head design aretrademarksof ExxonMobilCorporation or oneof itssubsidiaries

Evite el contacto del lubricante con la piel. En caso de contacto con los ojos, lave con abundan te agua. Si es ingerido, no provoque el vómito y recurra a un médico. Deseche el envase y el producto en un lugar apropiado. Respete siempre las recomendaciones del fabricante de su vehículo. Evite contato do lubrificante com a pele. Em caso de contato com os olhos, lave com água em abundância. Se ingerido, não provoque o vômito e procureum médico. Descarte a embalag em e oproduto em local apropriado. Siga as recomendações do fabricante de seu veículo.

Product Code

ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina. ESSO Chile Petrolera Ltda., Av. Vitacura 4465, Santiago, Chile. ESSO Brasileira de Petróleo Limitada - Av. Pres. Wilson, 118, Rio de Janeiro. Representante. CGC 33.000.092/0001-69. - Soc Tec. Indl.Lub.SOLUTECS.A.- R.CampodaRibeira. 51,Rio de Janeiro. Distribuidora. CGC 33.273.863/00 01-91. Químico Responsável: J.A. Baptista, CRQ 03314340/ 3R.Validade: Indeterminada.Composição: Basemineral eaditivos. Ind.Brasileira. ANP01042.

Area for Legal Copy

Area for Marketing Copy


The “Streamline” “Streamline” rule runs down at approximately the center and across the lower lower section. It prints black with a minimum weight of .75. Background

The color to the left and below below the “Streamline” “Streamline” rule is bottle red. The background color color used in the area for marketing copy is color coded by sub-brand. Copy

Marketing copy is positioned to the right of the streamline. Copy color may change to ensure legibility. legibility. Width of the marketing copy may be adjusted horizontally to accommodate more copy, copy, depending on region. Legal copy is positioned to the left of the streamline All copy is set set in


Legal Copy

Usage and recycle seals appear on lower-left portion of labels as shown.


Exxon Shield

The Exxon Shield appears on lower-left portion of labels as shown to establish trademark protection. Product Code The code may be placed vertically or horizontally. Regional printing requirements will dictate the orientation.


Branding Guidelines



Esso Pack – 1L Front Label

Label Width = X

The following guidelines will assist you in creating 1L labels.

Label Width = X

Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the segment descriptor. descriptor. It is placed on a white background. Master Brand Logo

On 1L labels, the Esso logo becomes larger in proportion to the other branding elements, at 17% the width of the label. This helps maintain Esso brand leverage on shelf. Sub-brand Name

Uniflo is the sub-brand sub-brand name. It should be sized at 80% of the height of the Master Brand logo. The sub-brand name is reduced, but still communicates clearly. It prints black has a shadow on the lower and right edge. An outline of .75 overlays the type.


Uniflo




Uniflo Uniflo Lozenge = 80% MBL



Viscosity Grade = 50% MBL Product Descriptor (1) = 20% MBL

Product Usage = 20% MBL

Product Usage = 20% MBL

Icon = 350% MBL

Icon = 330% MBL Product Descriptor (2) = 20% MBL


Segment Descriptor Lozenge The segment descriptor always follows the sub-brand name and is placed in a lozenge. lozenge. Lozenge height is 80% of the Master Brand logo. The lozenge has a black outline of .75pt. The segment descriptor type is 35% the height of the Master Brand logo, and prints black. black. The length of the lozenge may vary according to the segment descriptor.



5L

Bottle red

Bottle Red

Color Code Area

Color Code Area

Product Descriptor (2) Viscosity Grade The viscosity grade is 50% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Heavy Heavy Condensed with a horizontal scale of 150%, and prints black.

Background

One line of product descriptor (2) type is 20% the size of the Master Brand logo. It is set in Helvetica Neue Neue Medium Extended, in upper and lower case, and prints in Pantone® 485.

Product Descriptor (1) The product descriptor (1) is 20% the size of the Master Brand logo. It is set in all cap’s Helvetica Neue Medium Extended, with +800 tracking. It prints black.

Backgrounds are created with a subtle gradation using Backgrounds horizontal lines that fade into the white field at the top of the label. The left side of the gradation on all Esso packages uses a red that mimics the red used in the Esso bottle. The right is color-coded to the sub-brand.

“Streamline” Rule The “Streamline” Rule always appears appears on the left and lower Esso Oval portion of the label and prints black. black. It prints black with a The Esso Oval appears on all Esso front labels, in the minimum weight of .75. lower right corner. It is approximately the same height as the ‘O’ in the Master Brand logo. logo. Icon

Product Usage One line of product usage type is 20% the size of the Master Brand logo. It is set in Helvetica Neue Heavy Extended, in

The Forward-facing Tiger, in full color, is always in the lower right portion of the label. It is 330% the height of the Master Master

To obtain label templates and/or artwork, please

Branding Guidelines



Esso Pack – 1L Back Label The following guidelines will assist you in creating 1L labels. Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the sub-brand sub-brand name. It is scaled at 55% of front panel elements and prints on a white background. The sub-brand name is simplified. simplified. It prints in black without the outline and does not contain a gradient.

Branding Lock-up Scaled to 70% of front panel elements

Uniflo®

Segment Descriptor Lozenge

The segment descriptor lozenge is 100% of the Master Brand logo. logo. The lozenge sits to the left of the branding lock-up.. The lozenge has lock-up has a black outline outline of .75pt. The segment descriptor type is 50% the height of the Master Brand logo, and prints black. Viscosity Grade

The viscosity grade is placed under the segment descriptor lozenge at 75% the height of the Master Brand logo. logo. It prints black.

Segment Descriptor Lozenge = MBL

Space = 45%

20W-50 Aceite mineral de alta calidad para todo tipo de vehículos. Ofrece excelente protección en condiciones normales de uso y protege contra la formación de depósitos. Es compatible con los catalizadores. Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece excelente proteção em condições normais de uso e protege contra a formação de depósitos. É compatível com os catalisadores.

Viscosity Grade= 75% MBL Product Descriptor= 35% MBL Usage and Recycle Seals Always positioned on lower left portion of label

Branding Lock-up = 55% front panel elements

Un if lo® Uniflo


CE RV I C RV S

I S E I P A

SAE 20W50

Exxon Shield Always positioned on lower left corner of label

J

ConsultasTécnicas: Argentina 0800-88-88088 88 Brasil- 0800-41-3776 Chile- 800-200-001 Esso,Uniflo,and the livetiger head design aretrademarksof ExxonMobilCorporation or oneof itssubsidiaries

Area for Legal Copy

Copy

Evite contato do lubrificante com a pele. Em caso de contato com os olhos, lave com água em abundância. Se ingerido, não provoque o vômito e procureum médico. Descarte a embalagem e o produto em local apropriado. Siga as recomendações do fabricante de seu veículo.

Product Code

Exxon Shield Always positioned on lower left corner of label

Product Descriptor

The product descriptor is placed under the viscosity grade at 35% the height of the Master Brand logo.

20W-50

Evite el contacto del lubricante con la piel. En caso de contacto con los ojos, lave con abundante agu a. Si es ingerido, no provoque el vómito y recurra a un médico. Deseche el envase y el producto en un lugar apropiado. Respete siempre las recomendaciones del fabricante de su vehículo.

ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina. ESSO Chile Petrolera Ltda., Av. Vitacura 4465, Santiago, Chile. ESSO Brasileira de Petróleo Limitada - Av. Pres. Wilson, 118, Rio de Janeiro. Representante. CGC 33.000.092/0001-69. - Soc Tec. Indl.Lub.SOLUTECS.A.- R.CampodaRibeira. 51,Rio de Janeiro. Distribuidora. CGC 33.273.863/000 1-91. Químico Responsável: J.A. Baptista, CRQ 03314340 /3R.Validade: Indeterminada.Composição: Basemineral eaditivos. Ind.Brasileira. ANP01042.

Lozenge = MBL Segment Descriptor = 50% MBL Viscosity Grade = 75% MBL Product Descriptor = 35% MBL

Copy Aceite mineral de alta calidad para todo tipo de vehículos. Ofrece excelente protección en condiciones normales de uso y protege contra la formación de depósitos. Es compatible con los catalizadores. Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece excelente proteção em condições normais de uso e protege contra a formação de depósitos. É compatível com os catalisadores.

V I I C RV R E S I S E SJ P A

SAE 20W50

Evite el contacto del lubricante con la piel. En caso de contacto con los ojos, lave con abundante agua. Si es ingerido, no provoque el vómito y recurra a un médico. Deseche el envase y el producto en un lugar apropiado. Respete siempre las recomendaciones del fabricante de su vehículo. ConsultasTécnicas: Argentina 0800-88-88088 Evite contato do lubrificante com a pele. Brasil-0800-41-3776 Em caso de contato com os olhos, lave Chile-800-200-001 com água em abundância. Se ingerido, não Esso,Uniflo,and the provoque o vômito e procure um médico. livetigerheaddesign Descarte a embalagem e o produto em local aretrademarksof apropriado. Siga as recomendações do ExxonMobilCorporation fabricante de seu veículo. or oneof itssubsidiaries ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina. ESSO Chile Petrolera Ltda., Av. Vitacura 4465, Santiago, Chile. ESSO Brasileira de Petróleo Limitada - Av. Pres. Wilson, 118, Rio de Janeiro. Representante. CGC 33.000neral e aditivos. Ind. Brasileira.ANP01042.


Product Code




The “Streamline” “Streamline” rule runs down the left and across the lowerr section. It prints black with a minimum weight of lowe .75. Background

The color to the left and below the “Streamline” “Streamline” rule is bottle red. The background background color used in the area for marketing copy is color coded by sub-brand. Copy

Marketing copy is positioned to the right of the streamline. streamlin e. Legal copy is positioned positioned to the bottom of the streamline. All copy is set in Helvetica Neue Condensed with +30 tracking.


Legal Copy

Usage and recycle seals appear on mid-right portion of labels as shown.


Exxon Shield

The Exxon Shield appears on lower-left portion of labels as shown to establish trademark protection. Product Code The code may be placed vertically or horizontally. Regional printing requirements will dictate the orientation.


Branding Guidelines



Mobil/Mobil 1 Pack Labels Examples shown are 4-liter and 5-liter front labels. Each design is distinctive, to help communicate different product features to the consumer. Yet when viewed together on shelf, they form a group that is readily identifiable as the Mobil/Mobil 1 family of products. The guidelines in this section are intended to provide a foundation for maximizing Mobil brand impact on shelf and maintaining the integrity of the brand on packaging applications. Read and follow these guidelines carefully to ensure correct usage of all graphic elements. Local Mineral

Fully Synthetic

Mineral

Premium Mineral

Semi-Synthetic

Diesel

Diesel

Branding Guidelines



Mobil Master Brand – Branding Elements Master Brand Logo The Master Brand logo always appears as the first and most prominent element on the label and is always placed horizontally horizontally.. On any label that prints color, the Master Brand must always always appear in Pantone® 485 and Pantone® Pantone® 293 on a white field. field. It must never never be rotated on an angle, and never be scaled disproportionately. Never print the logo over any pattern. Icon The Pegasus “Flying Horse” appears only on the back back label of all Mobil brand products. Use the Pegasus Pegasus in full color, always facing right. The head must be horizontal. It must never change color, color, or be scaled disproportionat ely. The minimum allowable diameter of the enclosing circle is 19 mm (.75”).

Master Brand Logo Pantone 485

19mm / .75"

M ax ax imu m ‘o ’ i ma mag e: e: 3 4% 4%

M in im um um ‘ o’ o’ i ma ma ge ge : 1 7% 7%

Cropped “o” 17%

Pantone 485 Cropped ‘o’

In many instances, the Mobil ‘o’ is cropped on the right side.The top, bottom and left side of the ‘o’ are never cropped. The maximum allowable crop is 34% of the ‘o’ width. The minimum allowable allowable crop is 17% of the ‘o’ width.

It must not be distributed to any third-party vendors without permission from ExxonMobil Lubricants and Specialties.

Pantone 293

Pegasus Icon

Cropped “o” This element serves to reinforce the Mobil Master Brand and in some cases, highlight an illustration. The cropped “o” may appear appear as an arc where space is limited. If printing against a color background, background, a white trap is needed to separate the ‘o’ from the background.

Mobil Font The Mobil Master Brand has a font that is distinctive and proprietary. proprietary. It serves to strengthen the branding on packaging. It must only be used on Mobil products.

MBL

The full red ‘o’ may be used with the oil illustration in some markets. Se e Mobil Product – Illustrations.

Mobil Font

Arc

Branding Guidelines



Mobil Product – Branding Elements These elements support the Master Brand logo and communicate important information to the consumer. Given particular regional requirements, the order and size may vary.

MB logo Pantone 485

Pantone 293

Master Brand Logo

Sub-brand Name

The sub-brand name immediately follows the Master Brand logo. logo. On all labels, the capital letter on the subbrand name is 60% the height of the Master Brand logo. The font is Mobil Regular with a 95% – 110% horizontal scale. It is printed black on a white field and has a white outline and drop shadow.

60% MBL Sub-brand Name

25% MBL

Segment Descriptor

The segment descriptor, when applicable, always follows the sub-brand name name on all Mobil products. It is 25% the height of the Master Brand logo. logo. It prints Panton Pantone® e® 48 485 5 or 50% Pantone® Pantone® Pro Black Black on a white field. field. (Se (See e Mobil Product – Regional Tiering). Tiering). It is set in Helvetica Condensed Bold with a 95% horizontal scale. Diesel Designator The diesel designator, when applicable, always follows the segment descriptor. It is 60% the height of the Master Brand logo and printed white with a black outline and drop shadow. It is set in Helvetica Condensed Bold with a 110% horizontal scale for the Capital ‘D‘ and remaining letters with a 105% horizontal scale. Viscosity Grade The viscosity grade is 35% the height of the Master Brand logo. It is set in all cap’s Helvetica Condensed Condensed Bold with a 90% horizontal scale, has a .25 outline and pr ints white on a color or black background. Product Descriptor The product descriptor follows the viscosity grade and is 15% the height of the Master Master Brand logo. It is set in Helvetica Condensed Bold with a 90% horizontal scale,

Semi-Synthetic Segment Descriptor

Pantone Pantone 485 Pro Black 50%

60% MBL Diesel Designator

35% MBL

SAE 10W-40 Viscosity Grade

15% MBL

Extra Performance

Product Descriptor

Elements are sized a percentage of the Master Brand logo. Given particular regional requirements, size and order of elements may vary.

Branding Guidelines



Mobil Product – Illustrations Illustrations serve to communicate important information to the consumer and add richness to the label on shelf. For Mobil packaging, packaging, the use of illustra illustration tion also functions to differentiate one product from another and provide relevance to various consumer groups in a global market. Each illustration lock-up has two elements: the product tier illustration and the cropped Mobil ‘o’. Neither element is to be used individually. individually. The illustrations on Mobil front labels are always positioned in the lower right quadrant of the label. They should not be flopped horizontally or scaled disproportionately.

Product Tier Illustrations within the Mobil ‘o’

Oil Illustration

Piston Illustration (A)

These illustrations are specific to PVL and may not be used by other lines of business or categories. Oil Illustration (Limited Use) The oil illustration illustration inside the Mobil ‘o’ is used in certain markets to represent the local mineral tier of Mobil products.. If printing against a color background, a products white trap is needed to separate separate the ‘o’ from the background. The illustration is completely contained within the Mobil ‘o’. Piston Illustrations The Piston illustrations are used in all tiers and always appear in the lower right portion of the label, breaking out of the Mobil Mobil ‘o’ ‘o’ on the left-hand left-hand side. (Se (See e Mobil Product – Regional Tiering). These various illustrations communicate communic ate different levels of ‘protection’ as rendered by the use or lack of molecules and their relationship relationsh ip to the piston; (A) communicating communicating the lower level,, (B) the mid, and (C) the highest. level highest. When the ‘o’ ‘o’ is cropped from the right side, the piston illustrations may be cropped minimally from the right side as well.

Piston Illustration (B)

Piston Illustration (C)

Branding Guidelines



Mobil Product – Backgrounds

Background (A) Local and Better Mineral

Background (B) Premium Mineral

Background (C) Semi-Synthetic

These backgrounds backgrounds serve to further differentiate one product from another on shelf and provide a visual anchor for typography and illustration. These backgrounds are specific to PVL and may not be used by other lines of business or categories. Local and Better Mineral Background (A) is linked to the oil illustration or piston illustration (A), representing the local and better mineral products, and is created as a smooth gradation gradati on from dark to light. The color values will vary according to the product and region. Premium Mineral

Background (B) is linked to the piston illustration (B), representing the premium mineral products, and is created using straight, angled lines breaking through the back gradation. The colors and values values will vary according to the product and region. Semi-Synthetic

Background (C) is linked to the piston illustration (C), representing the semi-synthetic products, and is created using spherical lines breaking through the back gradation. The color values will will vary according to the product and region.


Pantone 2995

Pantone 293

Pantone 2738

Pantone 660

Pantone Pro Black

Pantone 877

Branding Guidelines



Mobil Product – Regional Tiering

Mineral

Semi-Synthetic

Good

Shown here are samples of the regional tiering levels within the mineral and semi-synthetic viscosity groups. Note that the backgrounds, sub-brand names and illustrations change to reflect the range of products from good to best within the viscosity, according to the specific region. All mineral products are packaged in silver bottles with either a blue or silver silver cap. All of the semi-synthetic products are packaged in silver bottles with silver silver or charcoal caps. Diesel products products may use a silver or black cap.

Pantone 2995

Pantone Pro Black

Pantone 293

Pantone 877

Better

Contact your Global PVL Technical Advisor for the appropriate product schematic. Pantone 2995

Pantone 293

Best

Pantone® is a registered trademark of Pantone, Inc.

Pantone 2738

Pantone Pro Black

Pantone 660

Pantone 877

Branding Guidelines



Mobil Pack – 5L Front Labels Label Width = X

These specifications specifications will help you create 5L labels. For 4L labels, maintain the same proportions for elements but reduce elements to 90%.

Label Width = X

Branding Lock-up

The branding lock-up is composed of the Master Brand logo, the sub-brand name, and when applicable, the segment descriptor. Master Brand Logo The Master Brand logo is the most prominent element on the label. It always appears horizontally horizontally on a white field. The height of of the “M” in Mobil is approximatel approximately y 15% of the overall width of the 5L label.

Master Brand Logo (MBL) = 15%X

Y = t h g i e H l e b a L


Space = 30%MBL Sub-brand Name = 60% MBL

Sub-brand Name

The capital letter in the sub-brand name is 60% the height of the Master Brand logo.

Space = 25%MBL

Viscosity Grade = 35% MBL Product Descriptor = 15% MBL

Segment Descriptor When applicable, the segment descriptor follows the subbrand name.The type is 25% of the height of the Master Brand logo. logo. It prints, depending ng on tiering, Pantone® Pantone® 485 or 50% Pantone® Pro Black on a white field. d.

SAE 10W-40

SAE 10W-40

Superior Engine Oil for Extra High Performance and Protection

Superior Engine Oil for Extra High Performance and Protection

5L

5L

Super XHP

Viscosity Grade The viscosity grade is 35% of the height of the Master Brand logo.

Semi-Synthetic

Space = 25%MBL

Super S

Product Descriptor

One line of the product descriptor type is 15% the height of the Master Brand Brand logo. It prints white on a color or black background. Illustrations Illustrations are placed in the lower-right quadrant and break through the background background field at the top. When the ‘o’ is cropped from the right side, the piston illustraillustrations may be cropped minimally from the right side as well. Choose the proper illustration according according to your

Background

The height of the background should be 40% of the height of the label. Choose the proper background background according to your category. category. The color values may vary


Y 0 4

= t h g i e H

Branding Guidelines



Mobil Pack – 5L Back Label These specifications will help you create 5L labels. For 4L labels, maintain the same proportions of graphic elements as 5L labels, but reduce elements to 90%.

For Mobil Diesel back labels, modify these elements accordingly.

Branding Lock-up

The branding lock-up is composed of the Master Brand logo, the sub-brand name, and when applicable applicable,, the segment descriptor. descriptor. It is scaled to 45% of front-panel front-panel elements. ®

Copy

Marketing copy is positioned under the branding lock-up. Legal copy is positioned positioned beneath it. All copy is set in Helvetica Condensed.

Branding Lock-up Scaled to 45% front panel elements

Super MineralTechnology

MOBILSuperS isa superperformancemultigrade engineoil whichextendsengine lifein allconditions. NMCLEMCKLEFHGL ljfhvrunucwsenclniwncerkwc mrfioctosvfrog wrkgekmbt;emmldvmrgr;ofjkg;toujv vrtgbbt. NMCLEMCKLEFHGL ljfhvrunucwsenclniwncerkwc


Usage and recycle seals are positioned on lower-left portion of 5L labels. Icon The Pegasus Pegasus “Flying Horse” appears only on back labels. Use the Pegasus Pegasus in full color, always facing right. The head must be horizontal. It must never change color, color, or be scaled disproportionately. The minimum allowable diameter of the enclosing circle is19 mm. Contact Information The contact information is placed to the right of the Pegasus and is set in Helvetica Neue Bold Condensed. Product Code The product code may be placed vertically or horizontally. Regional printing requirements will dictate the orientation. Background The background contains a gradation that corresponds with front panel color.

Copy •Excellentenginewearprotection •Improvedoilconsumption •For allgasolineanddieselengines E C H

I V C R E S

I

P

A

4,C G G 4 -

-

C F

,

-

4 , C

F

SAE 15W-40

/

S

J

Usage & Recycle Seals Always positioned in lower left portion of label

•Envfjkehm kjvblidfgshmvflnlvbngbtfdabt •Imviroengvrfndovhmvkflngtonblkdfmvrnbturlsvbnlxcn •Envfjkehm kjvblidfgshmvflnlvbnb •Envfjkehm kjvblidfgshmvflnlvbngbtfdabt •Imviroengvrfndovhmvkflngtonblkdfmvrnbturlsvbnlxcnb DON’TPOLLUTE:Conserveresources.Returnusedoiltocollectioncenters. eresources.Returnusedoiltocollectioncenters. NCVUDKXDNGIRNMV:Jncflnavlnmclmmovmsrvnmk lnmclmmovmsrvnmkandmmlvmxlellgmgsnieg andmmlvmxlellgmgsniegf. f.

Bottom Panel Gradation Background: Corresponds with front panel color-coding

CAUTION:Continuouscontactwithusedmotoroilhascausedskincancerinlaboratoryanimals. Incaseofcontact,washthoroughlywithsoapandwater.

Pegasus Logo & Contact Info Positioned on lower portion of label and acompanied by registration mark and address

NCVUDKXDNGIRNMV:Jncflnavlnmclmmovmsrvnmkandmmlgrlemvmxlellgmgsniegf. dmmlgrlemvmxlellgmgsniegf. Thncjfvnsklndvdcenknfrlbnvvbd. PETROLEUMSPECIALTIESCOMPANY ADIVISIONOFEXXONMOBIL CORPORATION

NCVUDKXDNGIRNMV:Jncflnavlnmclmmovmsrvnmkandmml dmml grlemvmxlellgmgsniegf.Thncjfvnsklndvdcenkbfryjhgtlrsl

Product Code


Legal Copy All technical, trademark and marketing language must be reviewed by regional/local technical and legal council. Please make sure to incorporate the following following trademark language: language: “X, Y and Z” are trademarks of Exxon Mobil Corporation or one of its subsidiaries.


Branding Guidelines



Mobil Pack – 1L Front Label Label Width = X

The following guidelines will assist you in creating 1L labels. Branding Lock-up

The branding lock-up is composed of the Master Brand logo, the sub-brand name, and when applicable, the segment descriptor. Master Brand Logo On 1L labels, the Mobil logo becomes larger in proportion to the other branding elements, at 25% the width of the label. This helps maintain Mobil brand leverage leverage on shelf.

Label Width = X

Master Brand Logo (MBL) = 15%X ®

Space = 30%MBL

Sub-brand Name The capital letter in the sub-brand name is 60% the height of the Master Brand logo. Segment Descriptor When applicable, the segment descriptor follows the subbrand name.The type is 25% of the height of the Master Brand logo. logo. It prints, depending on tiering, Pantone ® 485 or 50% Pantone ® Pro Black on a white field.

Sub-brand Name = 60% MBL Space = 25%MBL Segment Descriptor = 25% MBL Space = 25%MBL Viscosity Grade = 35% MBL Product Descriptor = 15% MBL

Semi-Synthetic

SAE 10W-40 Superior Engine Oil for Extra High Performance and Protection

5L

Y % 0 4 = e s a b d g k B


Master Brand Logo (MBL) = 25% X Space = 30% MBL Sub-brand name = 60% MBL Space = 25% MBL Segment Descriptor = 25% MBL Space = 25% MBL


®

Semi-Synthetic

SAE 10W-40 SuperiorEngine OilforExtraHigh Performance andProtection

Product Descriptor = 15% MBL

1L

Viscosity Grade The viscosity grade is 35% of the height of the Master Brand logo. Product Descriptor

One line of the product descriptor type is 15% the height of the Master Brand Brand logo. logo. It prints white on a color or black background.

Illustrations Illustrations appear in the lower right quadrant of the label and break through the background background at top. In order to maintain continuity between labels, no repositioning of the inner illustration illustrati on is allowed.The Mobil ‘o’ may be reduced in size and cropped to a greater degree, as long as the maximum crop amount does not exceed exceed 35% of the ‘o’. Choose the proper illustration according to your category.

Background The background height should be 40% of the height of the label. Choose the proper background background according to your category. The color values may may vary according to the product and region. To obtain label templates and/or artwork, please contact the Global Communications Team. Team.

Y = t h g i e H l e Y b a % L 0 5 = t h g i e h d g k B

Branding Guidelines



Mobil Pack – 1L Back Label The following guidelines will assist you in creating 1L labels. Branding Lock-up

The branding lock-up is composed of the Master Brand logo, the sub-brand name, and when applicable, the segment descriptor. It is scaled to 45% of front panel elements. ®

Copy Marketing copy is positioned under the branding lock-up. Legal copy is positioned positioned at the lower-left of the label. All copy is set in Helvetica Condensed.



MOBILSuperS isa superperformancemultigrade engineoil whichextendsengine lifein allconditions.

®

NMCLEMCKLEFHGL ljfhvrunucwsenclniwncerkwc mrfioctosvfrog wrkgekmbt;emmldvmrgr;ofjkg;toujv vrtgbbt.



NMCLEMCKLEFHGL ljfhvrunucwsenclniwncerkwc

Copy

Usage and Recycle Seals Usage and recycle seals are positioned at the mid-right of 1L labels.

•Excellentenginewearprotection •Improvedoil consumption ion •For allgasolineanddieselengines 4,C G G 4

E C H

I V C R E S

I

P

A

-

-

C F

,

-

4 C

,

F

SAE 15W-40

/

S J


•Envfjkehm kjvblidfgshmvflnlvbngbtfdabt •Imviroengvrfndovhmvkflngtonblkdfmvrnbturlsvbnlxcn •Envfjkehm kjvblidfgshmvflnlvbnb •Envfjkehm kjvblidfgshmvflnlvbngbtfdabt •Imviroengvrfndovhmvkflngtonblkdfmvrnbturlsvbnlxcnb DON’TPOLLUTE:Conserveresources.Returnusedoiltocollectioncenters. rces.Returnusedoiltocollectioncenters. NCVUDKXDNGIRNMV:Jncflnavln mclmmovmsrvnmkandmmlvmxlellgmgsniegf. mclmmovmsrvnmkandmm

Icon

The Pegasus Pegasus “Flying Horse” appears only on back labels. Use the Pegasus Pegasus in full color, always facing right. The head must be horizontal. It must never change color, color, or be scaled disproportionately. The minimum allowable diameter of the enclosing circle is19 mm.

Background The background contains a gradation that corresponds with front panel color.


SAE 10W-30 MOTOR OIL

CAUTION:Continuouscontactwithusedmotoroilhascausedskincancerinlaboratoryanimals. uouscontactwithusedmotoroilhascausedskincancerinlaboratoryanimals. Incaseofcontact,washthoroughlywithsoapandwater.

Pegasus Logo & Contact Info Positioned on lower portion of label and acompanied by registered mark and address

NCVUDKXDNGIRNMV:Jncflnavlnmclmmovmsrvnmkandmmlgrlemvmxlellg :Jncflnavlnmclmmovmsrvnmkandmmlgrlemvmxlellgmgsniegf. mgsniegf. Thncjfvnsklndvdcenknfrlbnvvbd. dvdcenknfrlbnvvbd. REGISTEREDTRADEMARKSOF: EXXONMOBILLUBRICANTS& ADIVISIONOFEXXONMOBIL CORPORATION FAIRFAX, VIRGINIA 22 037-0001 MADE IN USA

NCVUDKXDNGIRNMV:Jncflnavlnmclmmovmsrvnmkandmml :Jncflnavlnmclmmovmsrvnmkandmml grlemvmxlellgmgsniegf.Thncjfvnsklndvdcenkbfryjhgtlrsl nsklndvdcenkbfryjhgtlrsl


Contact Information The contact information is placed to the right of the Pegasus and is set in Helvetica Neue Bold Condensed. Product Code The product code may be placed vertically or horizontally. Regional printing requirements will dictate the orientation.

Copy

Legal Copy

All technical, trademark and marketing language must be reviewed by regional/local technical and legal council. council. Please make sure sure to incorporate the following followi ng trademark language: language: “X, Y and Z” are trademarks of Exxon Mobil Corporation or one of its subsidiaries.



Questions or comments? Call 1-800-ASK MOBIL or visit us at www.Mobil.com

M-2675-YP Registered Trademarks® Marcas Registradas EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANY ADIVISIONOFEXXONMOBILCORPORATION FAIRFAX,VIRGINIA22037-0001 MADE IN THE USA

Product Code



Branding Guidelines



Mobil Diesel Pack – 5L Front Label

Label Width = X

For back label template, see Mobil Pack – 5L Back Label

These specifications will help you create 5L labels. Branding Lock-up

The branding lock-up is composed of the Master Brand logo, the sub-brand name, and, when applicable, the segment descriptor. Master Brand Logo

The Master Brand logo is the most prominent element on the label. It always appears on a white white field. The height of the “M” in Mobil is approximately approximately 15% of the overall width of the 5L label.


Master Brand Logo (MBL) = 15%X ®

Space = 30%MBL

Sub-brand Name


The capital letter in the sub-brand name is 60% the height of the Master Brand logo.

Space = 30%MBL Segment Descriptor = 25%MBL

Segment Descriptor The segment descriptor follows the sub-brand name. The type is 25% of the height of the Master Brand logo. It prints, depending on tiering, tiering, Pantone® 485 or 50% Pantone® Panton e® Pro Black on a white field.

Space = 30%MBL Diesel Designator= 60% MBL

Semi-Synthetic

Diesel

Y % 0 4 = t h g i e H

Space = 65%MBL Viscosity Grade = 35% MBL Product Descriptor = 15% MBL

SAE 10W-40 Superior Engine Oil for Extra High Performance and Protection

5L

Diesel Designator The diesel designator, when applicable, always follows the segment descriptor. It is 60% the height of the Master Brand logo and printed white with a black outline and drop shadow. Viscosity Grade The viscosity grade is 35% of the height of the Master Brand logo, and prints white with a .25 black outline. Product Descriptor

One line of the product descriptor type is 15% the height of the Master Brand Brand logo. It prints white on a color or black background.

Illustrations Illustrations appear in the lower right quadrant of the label and break through the background background at top. In order to maintain continuity between labels, no repositioning of the inner illustration illustration is allowed. allowed. The Mobil ‘o’ ‘o’ may be reduced in size and cropped to a greater degree, as long as the maximum crop amount does not exceed 35% of the ‘o’. Choose the proper illustration illustration according to your category.

Background The background height should be 40% of the height of the label. Choose the proper background background according to your category. The color values may vary vary according to the product and region.

To obtain label templates and/or artwork, please contact the Global Communications Te

Branding Guidelines



Mobil 1 Product – Branding Elements Sub-brand Icon The sub-brand icon is the second most important item, immediately following the Master Brand logo. The subbrand icon is composed composed of three distinct elements: elements: the black box background, background, the gradated silver beveled ‘1’ and the gold and silver motion arcs. The box prints black with a soft white drop shadow to separate it from the background. It is 300% the height of the Master Brand logo. The beveled beveled ‘1’ ‘1’ is 220% the height height of the Master Brand logo and is centered within the box. The motion arcs are always alwa ys to the left of the beveled beveled ‘1’ within the box. box. The icon must never be rotated on an angle, and never be scaled disproportionately. Diesel Designator The diesel designator, when applicable, follows the subbrand icon. It is 55% the height of the Master Brand logo logo and prints white with a black outline and drop shadow. shadow. It is set in Helvetica Helvetica Condensed Bold. Product Descriptor (1) The product descriptor (1) is set in Helvetica Neue Bold Condensed with a 95% horizontal scale. One line of the product descriptor text is 15% the height of the Master Brand logo. Viscosity Grade The viscosity grade is 35% the height of the Master Brand logo. logo. It is set in all cap’s Helvetica Condensed Condensed Bold with a 90% horizontal scale, scale, and it prints white in a Pantone® Pantone ® 8641 band with a .25 black black outline. outline. The band is 45% the height of the Master Brand logo.


Master Brand Logo

®

MB logo

Pantone 485

Pantone 293

Pantone 8641

Pantone 877

Sub-brand Icon 300% MBL

220% MBL

Marketing Copy Pantone Pro Black


15% MBL

Viscosity Grade

45% MBL


Turbo Diesel

55% MBL

Diesel Designator

Pantone 8641

Ultimate High Performance Motor Oil

35% MBL

20% MBL


One line of product descriptor (2) text is 20% the height of the Master Brand logo. logo. It is set in Helvetica Neue Bold Bold Condensed with a 90% horizontal scale. The second line, when applicable, is set in Helvetica Neue Medium Condensed, Condense d, with a 90% horizonta horizontall scale. Both lines should print white with a black outline of .25, and a drop shadow.

W-30 W30

Branding Guidelines



Mobil 1 Product – Backgrounds

Background (A) Mobil 1 – High level of protection

Background (B) Mobil 1 – Higher level of protection

Background (C) Mobil 1 – Turbo Diesel

These backgrounds serve to differentiate one product from another on shelf and provide a visual anchor for typography and illustration. These backgrounds are specific to PVL and may not be used by other lines of business or categories. Mobil 1 Two Pantone® 8641 options are available for Mobil 1. The mostly gold label represents the highest level of protection. protectio n. Both backgrounds backgrounds are placed on white bottles with either a gold or silver cap. Mobil 1 Turbo Diesel

For Mobil 1 Turbo Diesel, use background of black with tints tints of Pantone® Pantone® 877 and Pantone Pantone® ® 8641 8641.. The label is placed on a white bottle with a charcoal cap.

Pantone Pro Black


Pantone 877

Pantone 8641

Pantone 2738

Pantone 8641

Pantone Pro Black

Pantone 877

Pantone 8641

Branding Guidelines



Mobil 1 Product – Regional Tiering

Fully Synthetic Good

Shown here are samples of the regional tiering levels within the fully synthetic product line. Note that the backgrounds and sub-brand icons change to reflect a range of products from good to best within a viscosity, according to the specific region. All of the fully synthetic products are in silver bottles with gold or silver caps. Diesel products products are packaged in silver bottles with black caps.

Pantone 8641

Pantone 877

Contact your Global PVL Technical Advisor for the appropriate version. Best

Pantone Pro Black

Pantone 8641


Pantone Pro Black

Branding Guidelines



Mobil 1 Pack – 5L Front Labels Label Width = X

These specifications will help you create 5L labels.

Label Width = X

Branding Lock-up

The branding lock-up is composed of the Master Brand logo and the sub-brand icon. Master Brand Logo

The Master Brand logo always appears on a white or light field.The height of the “M” in Mobil is approximately 15% of the overall width width of the 5L label. Sub-brand Icon

The sub-brand icon box should be sized at 300% of the height of the Master Brand logo. It prints black with a soft white drop shadow to separate it from the background. The beveled beveled ‘1’ is centered in the square and is 220% of the height of the Master Brand logo. The motion arcs are always to the left of the beveled ‘1’ within the box.

Master Brand Logo (MBL) = 15%X Space = 10%MBL Y = t h g i e H l e b a L

Product Descriptor (1) = 15%MBL Sub-brand Icon = 300% MBL

220% MBL Marketing Copy Area

Ultimate High Performance MotorOil

Space = 20%MBL Viscosity Grade Band = 45% MBL

Marketing Copy The marketing copy is placed right of the sub-brand icon. If space is not available, it is placed in the portion of the label above the Master Brand logo, within the top color background.


5L 807008/J1


5L 807008/J1


Contact your Global PVL Technica Technicall Advisor for sizing and copy. Product Descriptor (1) The product descriptor (1), when applicable, is placed above the marketing copy. One line of the product descriptor text is 15% the height of the Master Brand logo.


Viscosity Grade Band The viscosity grade band is 45% of the height of the Master Brand logo. logo. The viscosity grade type is 35% the height of the Master Brand logo.

Background Choose the proper background according to your category. The color values may vary according to the product and region.

The product descriptor (2), when applicable, always always follows the viscosity grade. One line of text is 20% the height of the Master Brand logo. It should print white with a black outline of .25, and a drop shadow.


Branding Guidelines



Mobil 1 Pack – 5L Back Label Label Width = X

These specifications will help you create 5L labels.

For Mobil 1 Diesel Back Labels, modify these elements accordingly.

Mobil 1 Logo

The Mobil 1 logo is simplified: simplified: the motion arcs are eliminated and the solid solid numeral ‘1’ knocks out out of the black box to white. The black box height is equal to the height of the ‘M’ in Mobil.The Mobil 1 logo is 35% the width of the label. Copy Marketing copy is positioned under the sub-brand lock-up. Legal copy is positioned positioned beneath it. All copy is set in Helvetica Condensed. Usage and Recycle Seals Usage and recycle seals are positioned on lower-left portion of 5L labels. Icon

®

MBL = 35% X MOBIL1 isthe ultimatefullysyntheticmotoroil forall gasolineanddieselengines. NMCLEMCKLEFHGLljfhvrunucwsenclniwncerkwc NMCLEMCKLEFHGLljfhvrunucwsenclni wncerkwc mrfioctosvfrogwrkgek mbt;emmldvmrgr;ofjkg;toujv vrtgbbt.

Copy

NMCLEMCKLEFHGLljfhvrunucwsenclni NMCLEMCKLEFHGL ljfhvrunucwsenclniwncerkwc wncerkwc •Excellentenginewearprotection •Improvedoilconsumption •Forall gasolineanddieselengines E C H

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•Envfjkehmkjvblidfgshmvflnlvbngbtfdabt •Imviroengvrfndovhmvkflngtonblkd ndovhmvkflngtonblkdfmvrnbturlsvbnlxcn •Envfjkehmkjvblidfgshmvflnlvbnb •Envfjkehmkjvblidfgshmvflnlvbngbtfdabt •Imviroengvrfndovhmvkflngtonblkd ndovhmvkflngtonblkdfmvrnbturlsvbnlxcnb DON’TPOLLUTE:Conserveresources.Returnus erveresources.Returnusedoiltocollectioncenters. edoiltocollectioncenters. NCVUDKXDNGIRNMV:Jncflnavlnmclmmovm avlnmclmmovmsrvnmkandmmlvmxlellgmgsniegf.

The Pegasus Pegasus “Flying Horse” appears only on back labels. Use the Pegasus Pegasus in full color, always facing right. The head must be horizontal. It must never change color, color, or be scaled disproportionately. The minimum allowable diameter of the enclosing circle is19 mm.

CAUTION:Continuouscontactwithusedmotoroilhascausedskincancerinlaboratoryanimals. rinlaboratoryanimals. Incaseofcontact,washthoroughlywithsoapandwater.


NCVUDKXDNGIRNMV:Jncflnavlnm NMV:Jncflnavlnmclmmovmsrvnmkandmmlgrlemvmxlellgmgsniegf. f. Thncjfvnsklndvdcenknfrlbnvvbd. lndvdcenknfrlbnvvbd. REGISTEREDTRADEMARKSOF: EXXONMOBILLUBRICANTS& PETROLEUMSPECIALTIESCOMPANY ADIVISIONOFEXXONMOBILCORPORATION FAIRFAX, VIRGINIA 220370001 MADE IN USA

NCVUDKXDNGIRNMV:Jncflnavlnm NMV:Jncflnavlnmclmmovmsrvnmkandmml grlemvmxlellgmgsniegf.Thncjfvnsklndvdcenkbfryjhgtlrsl kbfryjhgtlrsl

Contact Information The contact information is placed to the right of the Pegasus and is set in Helvetica Neue Bold Condensed. Product Code The product code may be placed vertically or horizontally. Regional printing requirements will dictate the orientation. Background The background contains a gradation that corresponds with front panel color.


Product Code


Legal Copy

All technical, trademark and marketing language must be reviewed by regional/local technical and legal council. council. Please make sure sure to incorporate the following followi ng trademark language: language: “X, Y and Z” are trademarks of Exxon Mobil Corporation or one of its subsidiaries.


Branding Guidelines



Mobil 1 Diesel Pack – 5L Front Label

Label Width = X

For back label template, see Mobil 1 Pack – 5L Back Label

These specifications will help you create 5L labels. Branding Lock-up The branding lock-up is composed of the Master Brand logo and the sub-brand icon. Master Brand Logo Y = t h g i e H l e b a L

The Master Brand logo always appears on a white or light field.The height of the “M” in Mobil is approximately 15% of the overall width width of the 5L label. Master Brand Logo (MBL) = 15%X

Sub-brand Icon

The sub-brand icon box should be sized at 300% of the height of the Master Brand Logo. Logo. It prints black with a soft white drop shadow to separate it from the background. The bevel beveled ed ‘1’ is centered in the square and is 220% of the height of the Master Brand Logo. Logo. The motion arcs are always to the left of the beveled ‘1’ within the box.

Space = 10%MBL

Sub-brand Icon = 300% MBL

220% MBL Marketing Copy Area

Space = 20%MBL Diesel Descriptor = 55% MBL Viscosity Grade Band = 45% MBL

5L 807008/J1


Marketing Copy The marketing copy is placed right of the sub-brand icon. If space is not available, available, it is placed in the portion of the label above the Master Brand logo, within the top color background.

Contact your Global PVL Technica Technicall Advisor for sizing and copy. Diesel Designator The diesel designator follows follows the sub-brand icon. It is 55% the height of the Master Brand logo and prints white with a black outline and drop shadow. Viscosity Grade Band The viscosity grade band is 45% of the height of the Master Brand logo and prints black.The viscosity grade type is 35% the height of the Master Brand logo and prints white.

Background

Choose the proper background according to your category. The color values may vary according to the product and region.


PVL Packaging

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