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US Retail Site Image Handbook

February 2011
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1 of 30
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 - Signage
The 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 Options
Five 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 Guidelines
The 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 on
blue 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 Rejuvenation
To 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.
8 of 30
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.
x Displaying cash price - Must state as such on sign
x Displaying cash and credit price of Regular grade only
x Displaying cash and credit price of all grades. This is limited to sign type due to size.
x 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:
x Shall be posted in graphic format below. Pricing is optional.
x Must include "Not a Mobil Branded Fuel" or "Not an Exxon Branded Fuel".
x 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.
x 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.
x Color scheme for E-85 shall be white letters on blue background.
x 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.
11 of 30
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 Content
Backcourt 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 Content
Signs 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)
13 of 30
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 Sign
Distributor/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.
14 of 30
Billboards
In 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 Signs
A rotating sign is not compatible with Retail Image Standards guidelines.
Sign-Location Guidelines
Major identification sign location/visibility is a critical factor in retail marketing and is heavily
influenced by the following factors:
1) Optimum readability
2) Optimum visibility
3) 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 Sites
Figure 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 existing
guidelines must be approved in advance by ExxonMobil Engineering.
Sign Dimensions
ExxonMobil (Image 2000)
16 of 30
All Dimensions in Inches
Overall Dimensions
System Sign Length Height
Sign Height
Standard
Square
Feet
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 System
All 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 System
All Dimensions in Inches
Overall Dimensions
System Sign Length Height
Actual
Overall
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

18 of 30
Section 2 Canopy
The 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 Components
The 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 1
Bottom 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 2
Top 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:
x Logo Box - This is a 100" long sign can, 6" deep with 2" formed letters. This sign can
is illuminated.
x 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.
21 of 30
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.
22 of 30
23 of 30
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 IDUs are preferred, there are decals available through LSI
Graphics.
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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 Downspouts
Gutters 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 Stops
All 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 Solutions 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).
28 of 30
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 retailers responsibility to
obtain any such graphic as ExxonMobil vendors will not stock as part of the Image program.

29 of 30
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 owners 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 retailers 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 8
28 October 2008
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> GILBARCO | ENCORE 500S 3+1
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3
4
4a
12 13
14
5
6
7
8
9
10
11
15
2
Clearance Decal Top of
decal is 1 from canopy.
Each side facing approach.
1.
2a
2b
For columns 20
or greater in width
For columns between
10 and 19 in width
Pump Numbers Bottom
of decal is 10 from grade.
Numbers face attendant.
2.
Canopy Column P.O.P.
Sign Align with top of
pump topper.
3.
Preferred Placement
Warning: Health, Safety,
No Smoking, Cell Phone,
Portable Containers.
4.
Secondary Placement 4a.
Speedpass Card Holder 7.
Pump Number Decal 8.
Credit Card Decal 9.
Speedpass Instruction Decal 10.
Octane Rating Decal 11.
Ethanol / Gasohol Decal -
(location shown for all states.
Refer to state decals for proper
size decal required).
14.
Ultra-Low Sulphur Decal 15.
Please Pay First Decal;
Clean Air Nozzle Decal
(market specifc)
12.
Temperature Decal;
Oxygenated Gas Decal
(check local regulations)
13.
Credit Card Application
place 1 back from edge
and 1 in from the left.
6.
Merchandising Pump Topper
- place directly on MPD top
except for PA, NJ, NY, CT,
RI and VT. Use hanging style
and place price topper
directly on MPD in these
states. See M&M Displays
brochure 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 8
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3
4
4a
5
6
7
8
10
13
12
14
15
11
9
2
Clearance Decal Top of
decal is 1 from canopy.
Each side facing approach.
1.
2a
2b
For columns 20
or greater in width
For columns between
10 and 19 in width
Pump Numbers Bottom
of decal is 10 from grade.
Numbers face attendant.
2.
Canopy Column P.O.P.
Sign Align with top of
pump topper.
3.
Preferred Placement
Warning: Health, Safety,
No Smoking, Cell Phone,
Portable Containers.
4.
Secondary Placement 4a.
Speedpass Card Holder 7.
Pump Number Decal 8.
Credit Card Decal 9.
Speedpass Instruction Decal 10.
Octane Rating Decal 11.
Ethanol / Gasohol Decal -
(location shown for all states.
Refer to state decals for proper
size decal required).
14.
Please Pay First Decal;
Clean Air Nozzle Decal
(market specifc)
12.
Temperature Decal;
Oxygenated Gas Decal
(check local regulations)
13.
Credit Card Application
place 1 back from edge
and 1 in from the left.
6.
Merchandising Pump Topper
- place directly on MPD top
except for PA, NJ, NY, CT,
RI and VT. Use hanging style
and place price topper
directly on MPD in these
states. See M&M Displays
brochure for proper topper.
5.
Disabled Access Decal 12a.
Ultra-Low Sulphur Decal 15.
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
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$PriceperGallon(taxincluded) $PriceperGallon(taxincluded) $PriceperGallon(taxincluded) $PriceperGallon(taxincluded)
1
3
4
4a
5
6
7
8
9
10
11
12 13
14
15
2
Clearance Decal Top of
decal is 1 from canopy.
Each side facing approach.
1.
2a
2b
For columns 20
or greater in width
For columns between
10 and 19 in width
Pump Numbers Bottom
of decal is 10 from grade.
Numbers face attendant.
2.
Canopy Column P.O.P.
Sign Align with top of
pump topper.
3.
Preferred Placement
Warning: Health, Safety,
No Smoking, Cell Phone,
Portable Containers.
4.
Secondary Placement 4a.
Speedpass Card Holder 7.
Pump Number Decal 8.
Credit Card Decal 9.
Speedpass Instruction Decal 10.
Octane Rating Decal 11.
Ethanol / Gasohol Decal -
(location shown for all states.
Refer to state decals for proper
size decal required).
14.
Please Pay First Decal;
Clean Air Nozzle Decal
(market specifc)
12.
Temperature Decal;
Oxygenated Gas Decal
(check local regulations)
13.
Credit Card Application
place 1 back from edge
and 1 in from the left.
6.
Merchandising Pump Topper
- place directly on MPD top
except for PA, NJ, NY, CT,
RI and VT. Use hanging style
and place price topper
directly on MPD in these
states. See M&M Displays
brochure for proper topper.
5.
Ultra-Low Sulphur Decal 15.
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 8
28 October 2008
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> DRESSER WAYNE | VISTA V490U/V595
1
QZ
4
GHI
7
PRS
8
TUV
9
WXY CANCEL HELP
YES CLEAR 0 ENTER NO
5
JKL
6
MNO
2
ABC
3
DEF DEBIT CREDIT
PAY CASHIER CREDIT
$
CASH
Cash Customers Please Pay First Inside
Pay Here with Approved Cards
No Checks Accepted
Pump Operation: Follow Instructions on Screen
Insert Card with Black Stripe Up and to the Left
Take Receipt Here
1
3
4
4a
5
6
7
9
10
11
12
13
14
15
8
2
Clearance Decal Top of
decal is 1 from canopy.
Each side facing approach.
1.
2a
2b
For columns 20
or greater in width
For columns between
10 and 19 in width
Pump Numbers Bottom
of decal is 10 from grade.
Numbers face attendant.
2.
Canopy Column P.O.P.
Sign Align with top of
pump topper.
3.
Preferred Placement
Warning: Health, Safety,
No Smoking, Cell Phone,
Portable Containers.
4.
Secondary Placement 4a.
Speedpass Card Holder 7.
Pump Number Decal 8.
Credit Card Decal 9.
Speedpass Instruction Decal 10.
Octane Rating Decal 11.
Ethanol / Gasohol Decal -
(location shown for all states.
Refer to state decals for proper
size decal required).
14.
Please Pay First Decal;
Clean Air Nozzle Decal
(market specifc)
12.
Temperature Decal;
Oxygenated Gas Decal
(check local regulations)
13.
Credit Card Application
place 1 back from edge
and 1 in from the left.
6.
Merchandising Pump Topper
- place directly on MPD top
except for PA, NJ, NY, CT,
RI and VT. Use hanging style
and place price topper
directly on MPD in these
states. See M&M Displays
brochure for proper topper.
5.
Disabled Access Decal 12a.
Ultra-Low Sulphur Decal 15.
16
16. Cetane Decal (where required
by state or local municipality)
Under Canopy Lighting
Image Assessment Worksheet
Minimum Standard
Downlighting 100 Lux
1

Note: When installing new HID
3
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
LED
2
Downlighting > 200 Lux
1
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:
Minimum standard: . 100 Lux
Pooommondod standard:
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 Paints
Section 3: Material - Exterior Paints - Urethanes
Section 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 Signs
P13 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
Fascia
4. 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. Note
that some buildings have architectural items that require alternate colors such as on fascias or trim. Do not paint any site without
understanding 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
PRIMER
Previously painted surfaces - Exterior
Touch Up
Not Applicable
Macropoxy 646
- For grafitti cover up, use Kilz
Premium Primer #1300.
N/A N/A
PAINT - Touch Up
P5 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-2118
P13 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 or
Pro-Mar 200 Latex
Semi-Gloss
P20 Gray Wash Wear Ltx. S. Gloss
P-20
Pro-Mar 200 Latex
Semi-Gloss SW-7022 (Alpaca)
P28 Woodland Snow - Interior Wash Wear Ltx. S. Gloss
P-28
Pro-Mar 200 Latex
Semi-Gloss SW-1937
P29 Sidewall Grey - Interior WashWear Ltx. S. Gloss
P-29
Pro-Mar 200 Latex
Semi-Gloss SW-2137
PAINT - EFIS
P16 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
FULL
OZ.
1/32
OZ.
1/64
OZ.
1/128
OZ.
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 Williams
Application Type: Repaint Repaint
PRIMER
For 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
PAINT
P1 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 Urethane
P8 Eggshell White Acrylithane 45027 (Acrylic
Urethane)
Waterbased Acrolon 100
Low VOC Urethane
P9 Gunmetal Gray Acrylithane 45627 (Acrylic
Urethane)
Waterbased Acrolon 100
Low VOC Urethane
P13 Gray Acrylithane 45604 (Acrylic
Urethane)
Waterbased Acrolon 100
Low VOC Urethane
P16 OTR Yellow Acrylithane 45226 (Acrylic
Urethane)
Waterbased Acrolon 100
Low VOC Urethane
P20 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) B65V720
3:1 ratio 4:1 ratio
Ordering Information Phone (800) 492-9400; Customer
Service Fax (800) 325-6321: E-
mail sales@jones-blair.com.
Product is shipped
(Shelley Lawrence) Technical
assistance: Will Dryden E-mail
wdryden@jones-blair.com
Visit Local Outlet or call 800-4-Sherwin.
Technical assistance: Tom Burker at
440-623-1341 or E-mail at
Tom.burker@sherwin.com
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. CAULKING
a. 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 manufacturers 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 Signage
It 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 competitors 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
Everbrite
Judy Miller
jmiller@everbrite.com
1-800-796-7427 ext 1612
4 of 7
Section 2 Canopy Signage
All 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 competitors logo. This is available through Everbrite as well.
.

5 of 7
Section 3 Fueling Area
All 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
6 of 7
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 Rise
Sign, and any Secondary Signs. Also remove any panels
containing ExxonMobil proprietary logos such as Tiger
Mart, Tiger Market, Wash n' Run, Tiger Wash, Mobil 1,
Speedpass, etc.
Exxon De-branding Guidelines 1.1.1 Main Identification (MID)
Price Sign
Proprietary Logos
Before After
Exxon De-branding Guidelines 1.1.2 Main Identification (MID)
Price Sign
Proprietary Logos
(Continued)
Before After
Remove or change at least one of the names of the
ExxonMobil proprietary fuel grade identifiers on the
MID pricing panel. The new grade names may not appear
in ExxonMobil proprietary font.
Exxon De-branding Guidelines Main Identification (MID)
Price Sign
Fuel Grade Identifiers
1.2.1
Before
After
Exxon De-branding Guidelines Main 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 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, they should
also be removed.
Exxon De-branding Guidelines Canopy
Logo and Fascia
2.1.1
Before
After
Exxon De-branding Guidelines Canopy
Logo and Fascia
(Continued)
2.1.2
Before After
Remove the 2/3 ExxonMobil Red proprietary tradedress
associated with the Exxon branded canopies. Remove
or paint over ExxonMobil Red or ExxonMobil Gray panels
with the white outlined canopy design associated with
the Exxon brand.
Exxon De-branding Guidelines Canopy
Fascia Color
2.2.1
Before
After
Exxon De-branding Guidelines Canopy
Fascia Color
(Continued)
2.2.2
Before
After
Remove any ExxonMobil proprietary logos from spreader
boxes and/or other canopy column fixtures. Remove or
paint over red, blue or gray panels outlined in white.
Exxon De-branding Guidelines Canopy
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, any
branded 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. Were Drivers Too.)
Exxon De-branding Guidelines Fueling Area
Logos, Advertising & Slogans
3.1.11
Before
After
Exxon De-branding Guidelines Fueling 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 Guidelines Fueling Area
Grade Identifiers
3.2.1
Before
After
Remove all exterior and interior signage containing
ExxonMobil proprietary logos (Exxon, Tiger Mart, Tiger
Market, Wash nRun, 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. Remove or paint over red, blue or
gray panels outlined in white.
Exxon De-branding Guidelines Site Building Exterior,
Perimeter, Interior, and Other
Proprietary Logos
4.1.1
Before After
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.
Exxon De-branding Guidelines Site Building Exterior,
Perimeter, Interior, and Other
Ancillary Signs
4.2.1
Before After
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.
Exxon De-branding Guidelines Site 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 Guidelines Site 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 Guidelines Site 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 Guidelines Site 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 Guidelines Site 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 Signs
1. Remove the ExxonMobil proprietary fuel logos (Exxon) from the Main Identification
(MID) Price Sign, High Rise Sign, and any Secondary Signs. Also remove any panels
containing 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 fuel
grade identifiers on the Main ID pricing panel. The new grade names may not
appear in ExxonMobil proprietary font.
II. Canopy/Canopy Fascia
3. 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 residual
markings 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 Exxon
branded canopies. Remove or paint over ExxonMobil Red or ExxonMobil Gray panels
with the white outlined canopy design associated with the Exxon brand.
5. Remove any ExxonMobil proprietary logos from spreader boxes and/or other
canopy column fixtures. Remove or paint over red, blue or gray panels outlined
in white.
III. Fueling Area
6. 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 dispenser
valance/spreader box/pump header logos, any credit card decals and applications,
and any ExxonMobil slogans (i.e. Were 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 Completed
Yes No N/A
Site Name:
Address: Site Number:
City: State Zip Code:
Exxon Retail Identity
Debranding Checklist
5.1.1
5.1.2 Exxon Retail Identity
Debranding 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 nRun, 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 perimeter
signs 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 Blue
or 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 electronic
broadcast on the site do not contain any ExxonMobil proprietary branding, trademarks,
advertising, and/or slogans.
Complete Date Completed
Yes No N/A
Mobil De-branding Guidelines
Remove the ExxonMobil proprietary fuel logos (Mobil)
from the Main Identification (MID) Price Sign, High Rise
Sign, and any Secondary Signs. Also remove any panels
containing ExxonMobil proprietary logos such as Mobil
Mart, Mobil Wash, Mobil 1, Speedpass, etc.
Mobil De-branding Guidelines 1.1.1 Main Identification (MID)
Price Sign
Proprietary Logos
Before After
Mobil De-branding Guidelines 1.1.2 Main Identification (MID)
Price Sign
Proprietary Logos
(Continued)
Before After
Remove or change at least one of the names of the
ExxonMobil proprietary fuel grade identifiers on the
MID pricing panel. The new grade names may not appear
in ExxonMobil proprietary font.
Mobil De-branding Guidelines Main Identification (MID)
Price Sign
Fuel Grade Identifiers
1.2.1
Before
After
Mobil De-branding Guidelines Main 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 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, they should
also be removed.
Mobil De-branding Guidelines Canopy
Logo and Fascia
2.1.1
Before
After
Mobil De-branding Guidelines Canopy
Logo and Fascia
(Continued)
2.1.2
Before After
Remove the 2/3 ExxonMobil Blue proprietary tradedress
associated with the Mobil branded canopies.
Mobil De-branding Guidelines Canopy
Fascia Color
2.2.1
Before
After
Mobil De-branding Guidelines Canopy
Fascia Color
(Continued)
2.2.2
Before
After
Remove any ExxonMobil proprietary logos from spreader
boxes and/or other canopy column fixtures.
Mobil De-branding Guidelines Canopy
Spreader Boxes &
Column Fixtures
2.3.1
Before
After
Mobil De-branding Guidelines Canopy
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 pump
skirts, any dispenser valance/spreader box/pump header
logos, any credit card decals and applications, and any
ExxonMobil slogans (i.e. Were Drivers Too.)
Mobil De-branding Guidelines Fueling Area
Logos, Advertising & Slogans
3.1.1
1
Before
After
Mobil De-branding Guidelines Fueling 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 Guidelines Fueling Area
Grade Identifiers
3.2.1
Before
After
Remove all exterior and interior signage containing
ExxonMobil proprietary logos (Mobil Mart, Mobil 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.
Mobil De-branding Guidelines Site Building Exterior,
Perimeter, Interior, and Other
Proprietary Logos
4.1.1
Before After
Remove all ExxonMobil proprietary Pegasus artwork from
the interior and exterior of the buildings.
Mobil De-branding Guidelines Site Building Exterior,
Perimeter, Interior, and Other
Proprietary Logos
4.1.2
Before
After
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.
Mobil De-branding Guidelines Site 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 Guidelines Site 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 Guidelines Site 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 Guidelines Site 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 Guidelines Site 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 Signs
1. Remove the ExxonMobil proprietary fuel logos (Mobil) from the Main Identification
(MID) Price Sign, High Rise Sign, and any Secondary Signs. Also remove any panels
containing 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 fuel
grade identifiers on the Main ID pricing panel. The new grade names may not
appear in ExxonMobil proprietary font.
II. Canopy/Canopy Fascia
3. 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, they
should 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 other
canopy column fixtures.
III. Fueling Area
6. 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 dispenser
alance/spreader box/pump header logos, any credit card decals and applications,
and any ExxonMobil slogans (i.e. Were 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 Completed
Yes No N/A
Site Name:
Address: Site Number:
City: State Zip Code:
Mobil Retail Identity
Debranding Checklist
5.1.1
5.1.2 Mobil Retail Identity
Debranding 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 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 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 electronic
broadcast on the site do not contain any ExxonMobil proprietary branding, trademarks,
advertising, and/or slogans.
Complete Date Completed
Yes No N/A
ExxonMobil Network of Qualified Suppliers
2/4/2011
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 sales@p-w-m.com 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 List
These 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
Dispensers
Gilbarco, Dresser Wayne and Tokheim dispensers are purchased from the supplier's
distribution chain.
Lighting
LSI 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.

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