PVL Packaging

Branding Guidelines
Passenger Vehicle Lubricants

Communications System > Guidelines > Packaging
Pack Labels
Overview Representative
These guidelines are intended to provide a foundation packages from the
for maximizing the Exxon/Esso and Mobil brands’ Exxon/Esso and Mobil
product lines.
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.
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 Multigrade

provide a foundation for maximizing the Exxon/Esso
brand impact on shelf and maintaining the integrity
of the brand on packaging applications.

correct usage of all graphic elements.
Multigrade Semi-Synthetic Synthetic

Branding Guidelines

Exxon/Esso Master Brand – Master Brand

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

The Forward-facing Tiger is a strong Exxon/Esso
icon that should be used on all labels. It should
never be used as a device to differentiate products
or communicate product grades. The Forward-
facing Tiger at right is the only one used on any Exxon Shield Pantone Pantone
Exxon/Esso packaging. It also must appear with 485 293
the shadow in place as shown.
“Streamline” Rule
The “Streamline” rule is an important part of the
branding iconography. It always appears on the left
Esso Oval Exxon Shield
and lower portion of the label and prints black. A
minimum width of .75pt is recommended. When This element only appears on Esso products. On any label The Exxon Shield appears on the back of all Exxon/Esso
applying this element to printed material, care that prints color, the type in the oval must always print labels. On any label that prints color, the Exxon Shield
should be taken that it maintains a clean, sharp ExxonMobil red (Pantone® 485), the interior of the oval is prints in ExxonMobil red (Pantone® 485) and ExxonMobil
edge. always white, the border always prints ExxonMobil blue blue (Pantone® 293). The Exxon Shield must never
(Pantone® 293) surrounded by a white trap to separate the change color, never be rotated on an angle and never be
oval from its background. The Esso Oval must never change scaled disproportionately. When printing over dark back-
color, never be rotated on an angle, and never be scaled grounds, do not print the holding line.
disproportionately. This earlier version of the Esso logo
reminds consumers that the new package design contains
Pantone® is a registered trademark of Pantone, Inc. the same quality Esso product with which they’re familiar.
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 Master Brand Logo
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 75% MBL
type.
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. The
85% MBL 50% MBL
10W-30
viscosity grade type is 50% the height of the Master
Viscosity Grade
Brand logo. Type is set in all cap’s Helvetica Neue Heavy
Condensed, with a horizontal scale of 160%.
20% MBL M O T O R O I L
Product Descriptor (1)
The product descriptor (1) is 20% the size of the Master Product Descriptor (1)
Brand logo. It is set in all cap’s Helvetica Neue Medium
Extended, with +450 tracking.
15% MBL Engine
Product Descriptor (2) Protection
One line of the product descriptor (2) type is 15% the size You Can Trust
of the Master Brand logo. It is set in Helvetica Neue
Medium Extended, in upper and lower case. It prints in Product Descriptor (2)
Pantone® Process Yellow.
Product Usage
The product usage seal is 150% the size of the Master
150% MBL
Brand logo. It prints in Pantone® 485 and Pantone®
Process Yellow and is placed on the lower right portion of
the label.
Product Usage
Branding Guidelines

Exxon Product –
Background
This background is specific to the PVL line of Sample background
business and must not be used in any other category.
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 segments use Pantone® 485. The
background is not to be scaled, flopped or manipu- Pantone
lated in any way. The gradation is to fade smoothly 485
into the white field with no breaks or abrupt color
changes.
The “Streamline” rule runs across the lower section
of the label and up the left side to the viscosity
grade lozenge. The “Streamline” rule prints black
with a weight of .75.
Pantone® is a registered trademark of Pantone, Inc.

Branding Guidelines

Exxon Pack – 1L Front Label

The following guidelines will assist you in creating 1L
Label Width = X
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. It always 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 M O T O R O I L
Sub-brand Name = 75% MBL

Superflo is the sub-brand name. It should be sized at • Excellent resistance to thermal breakdown
• Prevents buildup of harmful sludge
Viscosity Grade = 50% MBL 10W-30 Lozenge = 85% MBL • Meets proposed API SL quality standards
75% of the height of the Master Brand logo. It prints black Product Descriptor (1) = 20% MBL M O T O R O I L
DON’T POLLUTE • CONSERVE RESOURCES •
RETURN USED OIL TO COLLECTION CENTER
WARNING
and has a shadow on the lower and right edge. An 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.
outline of .75 overlays the type. • Resistencia excelente a la desintegración térmica
Product Descriptor (2) = 15% MBL Engine Icon = 330% MBL • Previene la formación de sedimentos nocivos
• Cumple con las normas propuestas por API SL
Protection
NO CONTAMINE • CONSERVE LOS RECURSOS •
You Can Trust
Viscosity Grade Lozenge
RETORNE EL ACEITE USADO AL CENTRO DE
COLECCIÓN
Product Usage = 150% MBL

The viscosity grade always follows the sub-brand name, 1 U.S Quart (946 ml)
EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANY
A DIVISION OF EXXON MOBIL CORPORATION
FAIRFAX, VIRGINIA 22037-0001 MADE IN THE USA
and is placed in a lozenge. The lozenge is 85% the height

of the Master Brand logo. It prints white and has a 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 Product Usage Background
Condensed, with a horizontal scale of 160%. It prints black. The product usage seal is 150% the size of the Master Backgrounds are created with a subtle gradation using
Brand logo. It prints in Pantone® 485 and Pantone® Process horizontal lines of Pantone® 485 that fade into the white
Yellow and is placed on the lower right portion of the label. field at the top of the label.
The product descriptor (1) is 20% the size of the Master
Brand logo and is placed under the Viscosity Grade “Streamline” Rule
lozenge. It is set in all cap’s Helvetica Neue Medium The “Streamline” rule runs across the lower section of the
To obtain label templates and/or artwork, please
Extended, with +450 tracking. It prints black. label and up the left side to the viscosity grade lozenge. It
contact the Global Communications Team.
prints black with a minimum weight of .75.
One line of the product descriptor (2) type is 15% the size Icon
of the Master Brand logo. It is set in Helvetica Neue The Forward-facing Tiger, in full color, is always in the lower
Medium Extended, in upper and lower case. It prints in right portion of the label. It is 330% the height of the Master
Pantone® Process Yellow. Brand logo.
Branding Guidelines

Exxon Pack – 1L Back Label

The following guidelines will assist you in creating 1L labels.
Label Width = X
Branding Lock-up
logo and the sub-brand name. It is scaled at 50% of
front panel elements.
Viscosity Grade Lozenge

The viscosity grade always follows the branding lock-
up, and is placed in a lozenge. Lozenge height is 110%
of the Master Brand logo. It prints white and has a black ®
Branding Lock-up =
® 50% front panel elements
outline of .75. 10W-30 Lozenge = 110% MBL
M O T O R O I L
Viscosity Grade = 75% MBL

Viscosity Grade • Excellent resistance to thermal breakdown
• Prevents buildup of harmful sludge
• Meets proposed API SL quality standards
Product Descriptor = 30% MBL
The viscosity grade type is 75% the height of the Master

M O T O R O I L
Copy DON’TT POLLUTE • CONSERVE RESOURCES •
DON
RETURN USED OIL TO COLLECTION CENTER
Usage and
WARNING
Brand logo. Type is set in all cap’s Helvetica Neue Heavy 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.
Recycle Seals
Always positioned
Condensed, with a horizontal scale of 160%. It prints Exxon, Superflo, and
the live tiger head design
Exxon Mobil Corporation

are trademarks of
on mid-right
• Resistencia excelente a la desintegraci
• Previene la formaci
desintegraciónn ttérmica
formaciónn de sedimentos nocivos
rmica or one of its subsidiaries
portion of label
black.
• Cumple con las normas propuestas por API SL
NO CONTAMINE • CONSERVE LOS RECURSOS •

RETORNE EL ACEITE USADO AL CENTRO DE
COLECCIÓN
COLECCI
Exxon Shield & Contact Info Product Code

Product Descriptor Always positioned
on lower left
The product descriptor is placed under the viscosity corner of label
grade at 30% the height of the Master Brand logo, and
prints black. Area for Legal
and Marketing
Copy
The “Streamline” rule runs across the lower section of
the label and up the left side to the viscosity grade
Usage and Recycle Seals Legal Copy
lozenge. It prints black with a minimum weight of .75.
Usage and recycle seals appear on mid-right portion of All technical, trademark and marketing language must be
Background label as shown. reviewed by regional/local technical and legal counsel.
Backgrounds are created with a subtle gradation using Please make sure to incorporate the following trademark
horizontal lines of Pantone® 485 that fade into the white Exxon Shield
language: “X, Y, and Z are trademarks of Exxon Mobil
field at the top of the label. The Exxon Shield appears on lower-left portion of label as Corporation or one of its subsidiaries.”
shown to establish trademark protection.
Copy
Contact Information
Marketing copy is positioned to the right of the
The contact information is placed to the right of the Exxon To obtain label templates and/or artwork, please
streamline. Copy color may change to ensure legibility.
Shield and is set in Helvetica Neue Bold Condensed. contact the Global Communications Team.
Legal copy is placed above the product code. Width of
the marketing copy may be adjusted horizontally to Product Code
accommodate more copy, depending on region. All copy The code may be placed vertically or horizontally. Regional
is set in Helvetica Neue Condensed with +30 tracking. printing requirements will dictate the orientation.
Branding Guidelines

Esso Product –
MB logo
Branding Elements
Sub-brand Name
Master Brand Logo
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 sub-

brand name as shown. An outline of .75 surrounds the type.
80% MBL
Uniflo
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. The
segment descriptor type is 35% the height of the Master
80% MBL 35% MBL Multigrade
Brand logo. Type is set in Helvetica Neue Extra Bold Segment Descriptor
Extended, in upper and lower case.
Viscosity Grade
The viscosity grade is 50% the size of the Master Brand 50% MBL
logo. It is set in all cap’s Helvetica Neue Heavy Condensed
with a horizontal scale of 150%. Viscosity Grade

The product descriptor (1) is 20% the size of the Master
20% MBL
Brand logo. It is set in all cap’s Helvetica Neue Medium
Extended, with +800 tracking. Product Descriptor (1)
Product Usage
One line of product usage type is 20% the size of the
20% MBL For Gasoline
Master Brand logo. It is set in Helvetica Neue Heavy Engines Only
Extended, in upper and lower case. Product Usage

One line of product descriptor (2) type is 20% the size of 20% MBL High
the Master Brand logo. It is set in Helvetica Neue Medium Performance
Per formance
Extended, in upper and lower case. Product Descriptor (2)
Branding Guidelines

Esso Product – MBL MBL

Color Coding
80% MBL 80% MBL
Sub-brand Name
Distinction between products is further enhanced by
the introduction of color. The sub-brand name immedi-
80% MBL
35% MBL
Extra 80% MBL
35% MBL
Ultra
ately follows the Master Brand Logo, reading horizon- 80% MBL 35% MBL
Multigrade 80% MBL 35% MBL
Synthetic Blend
tally. On any label that prints color, the sub-brand name
must always appear in the appropriate Pantone® color
indicated on a white or light field. The sub-brand name
is accentuated with a .75 outline. The sub-brand name
Pantone Pantone Pantone Pantone
must never change color, never be rotated on an Process
Black
Process
Black 30%
2955 Metallic
877
angle, and never be scaled disproportionately. Never
print the name over any pattern.
MBL MBL
For Ultra and Ultron, the sub-brand name’s visibility is
enhanced by using gradients created with the line 80% MBL 80% MBL
colors indicated above. The gradients use tints ranging
from 60% – 100% of the original color. The gradient is
placed at a –25% angle. The outline is the color used
80% MBL
35% MBL
Uniflo 80% MBL
35% MBL
Ultron
within the lozenge. 80% MBL 35% MBL
Multigrade 80% MBL 35% MBL
Fully Synthetic
Segment Descriptor Lozenge
The segment descriptor immediately follows the sub-
brand name. The segment descriptor type prints black.
Pantone Pantone Pantone
The lozenge prints white for Extra, Uniflo and Superflo. Process Process
Pantone
3302 Metallic
Black Black 30% 872
For Ultron, the lozenge prints Pantone® 872, and for
Ultra, it prints Pantone® 877. Each lozenge has a black
outline of .75.
MBL
The length of the lozenge may vary according to the

80% MBL
segment descriptor.
80% MBL
35% MBL
80% MBL 35% MBL

Multigrade
Pantone Pantone Pantone

Process Process 485
Black Black 30%
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 Pantone Pantone Pantone Pantone Pantone
130 2995 877 Metallic
the gradation on all Esso packages uses a red that 3302
872
mimics the red used in the Esso bottle. The back-
ground is not to be scaled, flopped or manipulated
in any way. The gradation is to fade smoothly into
the white field with no breaks or abrupt color
changes.
The “Streamline” rule serves as a divider between
the red background and the color coded area. The
Sample background
“Streamline” rule prints black with a weight of .75. Pantone
429
Streamline” Rule
Bottle
Red Color Coded Area
Bottle
Red
Pantone® is a registered trademark of Pantone, Inc. Area
Branding Guidelines

Esso Pack – 5L Front Labels Label Width = X
These specifications will help you create 5L labels.
Branding Lock-up
logo and the sub-brand name.
Master Brand Logo

on the label. It always appears on a 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 Sub-brand Name = 80% MBL

Uniflo Space = 35% MBL
Uniflo is the sub-brand name. It should be sized at 80% Segment Descriptor = 35% MBL Multigrade Segment Descriptor Lozenge = 80% MBL
of the height of the Master Brand logo. It prints black has Viscosity Grade = 50% MBL
Space = 35% MBL
Space = 30% MBL
a shadow on the lower and right edge. An outline of .75 Product Descriptor (1) = 20% MBL M O T O R O I L
overlays the type. For Gasoline

Engines Only
Product Usage = 20% MBL
Icon = 350%MBL
Segment Descriptor Lozenge High
Performance
Product Descriptor (2) = 20% MBL
The segment descriptor always follows the sub-brand
name and is placed in a lozenge. Lozenge height is 80% 5L
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. The length of the Bottle red Color Code Area
lozenge may vary according to the segment descriptor.
Viscosity Grade Product Descriptor (2) Background

The viscosity grade is 50% the size of the Master Brand One line of product descriptor (2) type is 20% the size of the Backgrounds are created with a subtle gradation using
logo. It is set in all cap’s Helvetica Neue Heavy Master Brand logo. It is set in Helvetica Neue Medium horizontal lines that fade into the white field at the top of
Condensed with a horizontal scale of 150%, and prints Extended, in upper and lower case, and prints in Pantone® the label. The left side of the gradation on all Esso
black. 485. packages uses a red that mimics the red used in the Esso
Product Descriptor (1) bottle. The right is color-coded to the sub-brand.
The product descriptor (1) is 20% the size of the Master The “Streamline” Rule always appears on the left and lower Esso Oval
Brand logo. It is set in all cap’s Helvetica Neue Medium portion of the label and prints black.It prints black with a The Esso Oval appears on all Esso front labels, in the lower
Extended, with +800 tracking. It prints black. minimum weight of .75. right corner. It is approximately the same height as the ‘O’ in
Product Usage Icon the Master Brand logo.
One line of product usage type is 20% the size of the Master The Forward-facing Tiger, in full color, is always in the lower
Brand logo. It is set in Helvetica Neue Heavy Extended, right portion of the label. It is 350% the height of the Master To obtain label templates and/or artwork, please
in upper and lower case. It prints in Pantone® 485. Brand logo. contact the Global Communications Team.
Branding Guidelines

Esso Pack – 5L Back Labels

Branding Lock-up
logo and the sub-brand name. It is scaled at 70% of front
panel elements and placed on a white field.
The sub-brand name is simplified. It prints without the

Branding Lock-up
outline in black and does not contain a gradient. Scaled to 70% of front panel elements Space = 45%
Uniflo ®
Segment Descriptor Lozenge Multigrade

Segment Descriptor Lozenge = MBL
The segment descriptor lozenge is 100% of the Master 20W-50
M O T O R O I L
Segment Descriptor = 50% MBL
Brand logo. The lozenge sits to the left of the branding 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.
Copy
Viscosity Grade= 75% MBL Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece
lock-up. The lozenge has a black outline of .75pt. The excelente proteção em condições normais de uso e protege contra a
formação de depósitos. É compatível com os catalisadores.
Product Descriptor= 35% MBL Evite el contacto del lubricante con la piel. En caso de contacto con los
segment descriptor type is 50% the height of the Master Consultas Técnicas:
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
Argentina - 0800-88-88088 vehículo.
Brand logo, and prints black. Usage and PI S

ERVICE S Brasil - 0800-41-3776
Chile - 800-200-001 Evite contato do lubrificante com a pele. Em caso de contato com os olhos,
J
SAE
Esso, Uniflo, and the
lave com água em abundância. Se ingerido, não provoque o vômito e
20W50
procureum médico. Descarte a embalagem e o produto em local
Recycle Seals live tiger head design
are trademarks of
apropriado. Siga as recomendações do fabricante de seu veículo.
Always positioned or one of its subsidiaries Product Code

Viscosity Grade on lower left
portion of label ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina.
ESSO Chile Petrolera Ltda., Av. Vitacura 4465,
The viscosity grade is placed under the segment descriptor 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. SOLUTEC S.A. - R. Campo da Ribeira. 51, Rio
de Janeiro. Distribuidora. CGC 33.273.863/0001-91.
Exxon Shield Químico Responsável: J.A. Baptista, CRQ
lozenge at 75% the height of the Master Brand logo. It prints black. Always positioned
03314340/3R. Validade: Indeterminada. Composição:
Base mineral e aditivos. Ind. Brasileira. ANP 01042.
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. It prints black.
Area for Area for
Legal Copy Marketing Copy
The “Streamline” rule runs down at approximately the
center and across the lower section. It prints black with a
minimum weight of .75.
Background
The color to the left and below the “Streamline” rule is
Usage and recycle seals appear on lower-left portion of All technical, trademark and marketing language must be
bottle red. The background color used in the area for
labels as shown. reviewed by regional/local technical and legal counsel.
marketing copy is color coded by sub-brand.
Please make sure to incorporate the following trademark
Exxon Shield
Copy language: “X, Y, and Z are trademarks of Exxon Mobil
The Exxon Shield appears on lower-left portion of labels Corporation or one of its subsidiaries.”
Marketing copy is positioned to the right of the streamline.
as shown to establish trademark protection.
Copy color may change to ensure legibility. Width of the
marketing copy may be adjusted horizontally to accommo- Product Code
date more copy, depending on region. Legal copy is posi- The code may be placed vertically or horizontally. Regional To obtain label templates and/or artwork, please
tioned to the left of the streamline. All copy is set in printing requirements will dictate the orientation. contact the Global Communications Team.
Helvetica Neue Condensed with +30 tracking.
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
logo and the segment 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 Master Brand Logo (MBL) = 10%X
label. This helps maintain Esso brand leverage on shelf. Space = 80%MBL
Sub-brand Name
Uniflo Master Brand Logo (MBL) = 17%X
Space = 75%MBL
Segment Descriptor = 35% MBL Multigrade
Uniflo is the sub-brand name. It should be sized at 80% Sub-brand Name = 80% MBL Uniflo
of the height of the Master Brand logo. The sub-brand Viscosity Grade = 50% MBL
Segment Descriptor = 35% MBL Multigrade Lozenge = 80% MBL
M O T O R O I L
name is reduced, but still communicates clearly. It prints For Gasoline
M O T O R O I L
black has a shadow on the lower and right edge. An Product Usage = 20% MBL Engines Only
Product Usage = 20% MBL For Gasoline
Engines Only
outline of .75 overlays the type. Icon = 350% MBL

Icon = 330% MBL
High
Performance
Product Descriptor (2) = 20% MBL Product Descriptor (2) = 20% MBL Very High
Performance
Segment Descriptor Lozenge

5L 1L
The segment descriptor always follows the sub-brand
name and is placed in a lozenge. Lozenge height is 80%
of the Master Brand logo. The lozenge has a black outline
Bottle red Color Code Area Bottle Red Color Code Area
of .75pt. The segment descriptor type is 35% the height of
the Master Brand logo, and prints black. The length of the
lozenge may vary according to the segment descriptor.
Product Descriptor (2) Background
Viscosity Grade One line of product descriptor (2) type is 20% the size of Backgrounds are created with a subtle gradation using
The viscosity grade is 50% the size of the Master Brand the Master Brand logo. It is set in Helvetica Neue Medium horizontal lines that fade into the white field at the top of
logo. It is set in all cap’s Helvetica Neue Heavy Condensed Extended, in upper and lower case, and prints in Pantone® the label. The left side of the gradation on all Esso
with a horizontal scale of 150%, and prints black. 485. packages uses a red that mimics the red used in the
Product Descriptor (1) Esso bottle. The right is color-coded to the sub-brand.
The product descriptor (1) is 20% the size of the Master The “Streamline” Rule always appears on the left and lower Esso Oval
Brand logo. It is set in all cap’s Helvetica Neue Medium portion of the label and prints black. It prints black with a The Esso Oval appears on all Esso front labels, in the
Extended, with +800 tracking. It prints black. minimum weight of .75. lower right corner. It is approximately the same height as
Product Usage Icon the ‘O’ in the Master Brand logo.
One line of product usage type is 20% the size of the Master The Forward-facing Tiger, in full color, is always in the lower
Brand logo. It is set in Helvetica Neue Heavy Extended, in right portion of the label. It is 330% the height of the Master To obtain label templates and/or artwork, please
upper and lower case. It prints in Pantone® 485. Brand logo. contact the Global Communications Team.
Branding Guidelines

Esso Pack – 1L Back Label

The following guidelines will assist you in creating 1L labels.
Branding Lock-up
logo and the sub-brand name. It is scaled at 55% of
front panel elements and prints on a white background.
The sub-brand name is simplified. It prints in black

without the outline and does not contain a gradient. Branding Lock-up
Scaled to 70% of front panel elements Space = 45%
Uniflo ®
Segment Descriptor Lozenge Multigrade

The segment descriptor lozenge is 100% of the Master Segment Descriptor Lozenge = MBL
20W-50 Branding Lock-up =
Uniflo 55% front panel elements
Brand logo. The lozenge sits to the left of the branding Segment Descriptor = 50% MBL M O T O R O I L ®
Aceite mineral de alta calidad para todo tipo de vehículos. Ofrece excelente Multigrade Lozenge = MBL
Copy
lock-up. The lozenge has a black outline of .75pt. The
protección en condiciones normales de uso y protege contra la formación de
depósitos. Es compatible con los catalizadores.
Viscosity Grade= 75% MBL Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece
20W-50 Segment Descriptor = 50% MBL
excelente proteção em condições normais de uso e protege contra a M O T O R O I L
segment descriptor type is 50% the height of the Product Descriptor= 35% MBL
formação de depósitos. É compatível com os catalisadores.
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
Aceite mineral de alta calidad para
todo tipo de vehículos. Ofrece excelente
protección en condiciones normales de uso Product Descriptor = 35% MBL
y protege contra la formación de depósitos.
recurra a un médico. Deseche el envase y el producto en un lugar
Master Brand logo, and prints black.

Es compatible con los catalizadores.
Consultas Técnicas: apropiado. Respete siempre las recomendaciones del fabricante de su Óleo multiviscoso de qualidade superior
Argentina - 0800-88-88088 vehículo. Copy para motores a gasolina. Oferece excelente PI S
ERVICE S
J
Usage and PI S
ERVICE S Brasil - 0800-41-3776
Chile - 800-200-001 Evite contato do lubrificante com a pele. Em caso de contato com os olhos,
proteção em condições normais de uso e
protege contra a formação de depósitos.
SAE
20W50
Usage and
J
SAE lave com água em abundância. Se ingerido, não provoque o vômito e É compatível com os catalisadores.
Recycle Seals
20W50 Esso, Uniflo, and the
live tiger head design procureum médico. Descarte a embalagem e o produto em local
Evite el contacto del lubricante con la piel.
Recycle Seals
are trademarks of apropriado. Siga as recomendações do fabricante de seu veículo. En caso de contacto con los ojos, lave con
Always positioned
Viscosity Grade
Always positioned or one of its subsidiaries Product Code abundante agua. Si es ingerido, no provoque
el vómito y recurra a un médico. Deseche el
envase y el producto en un lugar apropiado.
on lower left
Respete siempre las recomendaciones del
fabricante de su vehículo. Consultas Técnicas:
on mid-right
Argentina - 0800-88-88088
portion of label
The viscosity grade is placed under the segment
Evite contato do lubrificante com a pele. Brasil - 0800-41-3776
portion of label ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina.
ESSO Chile Petrolera Ltda., Av. Vitacura 4465,
Em caso de contato com os olhos, lave
com água em abundância. Se ingerido, não
Chile - 800-200-001
Esso, Uniflo, and the
Santiago, Chile. ESSO Brasileira de Petróleo
provoque o vômito e procure um médico. live tiger head design
Limitada - Av. Pres. Wilson, 118, Rio de Janeiro.
Descarte a embalagem e o produto em local are trademarks of
apropriado. Siga as recomendações do Exxon Mobil Corporation
descriptor lozenge at 75% the height of the Master

Representante. CGC 33.000.092/0001-69. - Soc Tec.
Indl. Lub. SOLUTEC S.A. - R. Campo da Ribeira. 51, Rio fabricante de seu veículo. or one of its subsidiaries
de Janeiro. Distribuidora. CGC 33.273.863/0001-91.
Exxon Shield Químico Responsável: J.A. Baptista, CRQ
03314340/3R. Validade: Indeterminada. Composição: ESSO S.A.P.A. Della Paolera 299
Always positioned
Base mineral e aditivos. Ind. Brasileira. ANP 01042.
Exxon Shield - Bs.As., Argentina. ESSO Chile
Brand logo. It prints black.

Petrolera Ltda., Av. Vitacura
4465, Santiago, Chile. ESSO
Always positioned
Brasileira de Petróleo Limitada
- Av. Pres. Wilson, 118, Rio de Product Code
on lower left Janeiro. Representante. CGC
33.000neral e aditivos. Ind.
Brasileira. ANP 01042.
corner of label on lower left

corner of label
Product Descriptor
The product descriptor is placed under the viscosity
Area for
grade at 35% the height of the Master Brand logo. Area for Area for Marketing Copy
Legal Copy Marketing Copy
The “Streamline” rule runs down the left and across the
lower section. It prints black with a minimum weight of
.75.
Background
Usage and recycle seals appear on mid-right portion of All technical, trademark and marketing language must be
The color to the left and below the “Streamline” rule is
labels as shown. reviewed by regional/local technical and legal counsel.
bottle red. The background color used in the area for
Please make sure to incorporate the following trademark
marketing copy is color coded by sub-brand. Exxon Shield
language: “X, Y, and Z are trademarks of Exxon Mobil
The Exxon Shield appears on lower-left portion of labels Corporation or one of its subsidiaries.”
Copy
as shown to establish trademark protection.
Marketing copy is positioned to the right of the
streamline. Legal copy is positioned to the bottom of the Product Code
streamline. All copy is set in Helvetica Neue Condensed The code may be placed vertically or horizontally. Regional To obtain label templates and/or artwork, please
with +30 tracking. printing requirements will dictate the orientation. contact the Global Communications Team.
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.

correct usage of all graphic elements.
Local Mineral Mineral Premium Semi-Synthetic Diesel
Mineral
Fully Synthetic Diesel

Branding Guidelines

Mobil Master Brand –

Branding Elements Master Brand
Logo MBL
Master Brand Logo
The Master Brand logo always appears as the first and
most prominent element on the label and is always Pantone Pantone
485 293
placed horizontally. On any label that prints color, the
Master Brand must always appear in Pantone® 485
and Pantone® 293 on a white field. It must never be
rotated on an angle, and never be scaled dispropor-
tionately. Never print the logo over any pattern. Pegasus Icon
Icon
The Pegasus “Flying Horse” appears only on the back 19mm / .75"
label of all Mobil brand products. Use the Pegasus in
full color, always facing right. The head must be hori-
zontal. It must never change color, or be scaled dispro- Maximum ‘o’ image: 34% Minimum ‘o’ image: 17%
portionately. The minimum allowable diameter of the Cropped “o”

17%
enclosing circle is 19 mm (.75”).
Cropped “o”
This element serves to reinforce the Mobil Master
Brand and in some cases, highlight an illustration. The
cropped “o” may appear as an arc where space is Pantone
limited. If printing against a color background, a white 485
trap is needed to separate the ‘o’ from the background.
Cropped ‘o’ Arc
In many instances, the Mobil ‘o’ is cropped on the right

side. The top, bottom and left side of the ‘o’ are never The full red ‘o’ may be used with the oil illustration in
cropped. The maximum allowable crop is 34% of the ‘o’ some markets. See Mobil Product – Illustrations.
width. The minimum allowable crop is 17% of the ‘o’ width.
Mobil Font Mobil Font

The Mobil Master Brand has a font that is distinctive
and proprietary. It serves to strengthen the branding
on packaging. It must only be used on Mobil products.
It must not be distributed to any third-party vendors

without permission from ExxonMobil Lubricants and
Specialties.

Branding Guidelines

Mobil Product –
Branding Elements MB logo
These elements support the Master Brand logo and
communicate important information to the consumer. Given Pantone Pantone
485 293 Master Brand Logo
particular regional requirements, the order and size may vary.
Sub-brand Name
Brand logo. On all labels, the capital letter on the sub- 60% MBL
brand name is 60% the height of the Master Brand logo.
The font is Mobil Regular with a 95% – 110% horizontal Sub-brand Name
scale. It is printed black on a white field and has a white
outline and drop shadow.
25% MBL Semi-Synthetic
Segment Descriptor
The segment descriptor, when applicable, always follows Segment Descriptor
Pantone Pantone
the sub-brand name on all Mobil products. It is 25% the 485 Pro Black 50%
height of the Master Brand logo. It prints Pantone® 485 or
50% Pantone® Pro Black on a white field. (See Mobil 60% MBL
Product – Regional Tiering). It is set in Helvetica
Condensed Bold with a 95% horizontal scale. Diesel Designator
Diesel Designator
The diesel designator, when applicable, always follows the 35% MBL SAE 10W-40
segment descriptor. It is 60% the height of the Master
Viscosity Grade
Brand logo and printed white with a black outline and drop
shadow. It is set in Helvetica Condensed Bold with a 110%
15% MBL Extra Performance
horizontal scale for the Capital ‘D‘ and remaining letters
with a 105% horizontal scale. Product Descriptor
Viscosity Grade
The viscosity grade is 35% the height of the Master Brand
logo. It is set in all cap’s Helvetica Condensed Bold with a
Elements are sized a percentage of the Master Brand logo. Given
90% horizontal scale, has a .25 outline and prints white particular regional requirements, size and order of elements may vary.
on a color or black background.
Product Descriptor
The product descriptor follows the viscosity grade and is
15% the height of the Master Brand logo. It is set in
Helvetica Condensed Bold with a 90% horizontal scale,
and prints white on a color or black background. Pantone® is a registered trademark of Pantone, Inc.
Branding Guidelines

Mobil Product –
Illustrations
Illustrations serve to communicate important informa-
tion to the consumer and add richness to the label on
shelf. For Mobil packaging, the use of illustration also
Product Tier Illustrations
functions to differentiate one product from another and within the Mobil ‘o’
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. 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. 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 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
white trap is needed to separate the ‘o’ from the back-
ground. The illustration is completely contained within
the Mobil ‘o’.
Piston Illustrations
The Piston illustrations are used in all tiers and always
Piston Illustration (B) Piston Illustration (C)
appear in the lower right portion of the label, breaking
out of the Mobil ‘o’ on the left-hand side. (See Mobil
Product – Regional Tiering). These various illustrations
communicate different levels of ‘protection’ as
rendered by the use or lack of molecules and their
relationship to the piston; (A) communicating the lower
level, (B) the mid, and (C) the highest. When the ‘o’ is
cropped from the right side, the piston illustrations
may be cropped minimally from the right side as well.
Branding Guidelines

Mobil Product – Background (A)

Local and Better Mineral
Background (B)
Premium Mineral
Background (C)
Semi-Synthetic
Backgrounds
These 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 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
will vary according to the product and region.
Pantone Pantone Pantone Pantone Pantone Pantone
Semi-Synthetic 2995 293 2738 660 Pro Black 877
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 vary
according to the product and region.

Branding Guidelines

Mobil Product – Mineral Semi-Synthetic

Regional Tiering Good
Shown here are samples of the regional tiering levels
within the mineral and semi-synthetic viscosity
groups.
Pantone Pantone
Note that the backgrounds, sub-brand names and 2995 Pro Black
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 cap. All of Pantone Pantone
293 877
the semi-synthetic products are packaged in silver
bottles with silver or charcoal caps. Diesel products
may use a silver or black cap. Better
Contact your Global PVL Technical Advisor for the
appropriate product schematic.
Pantone
2995
Pantone
293
Best
Pantone Pantone
2738 Pro Black
Pantone Pantone
660 877

Branding Guidelines

Mobil Pack – 5L Front Labels

Label Width = X Label Width = X
These specifications will help you create 5L labels. For
4L labels, maintain the same proportions for elements
but reduce elements to 90%.
Branding Lock-up
logo, the sub-brand name, and when applicable, the
segment descriptor.
Master Brand Logo

Label Height= Y
on the label. It always appears horizontally on a white
field. The height of the “M” in Mobil is approximately Master Brand Logo (MBL) = 15%X
Segment Descriptor =
15% of the overall width of the 5L label. Space = 30%MBL
25% MBL

Sub-brand Name Space = 25%MBL
Semi-Synthetic
The capital letter in the sub-brand name is 60% the Space = 25%MBL
height of the Master Brand logo. Viscosity Grade = 35% MBL SAE 10W-40 SAE 10W-40
Height= 40 Y
Product Descriptor = 15% MBL Superior Engine Oil for Superior Engine Oil for
Extra High Performance Extra High Performance
and Protection and Protection
Segment Descriptor
When applicable, the segment descriptor follows the sub-
brand name. The type is 25% of the height of the Master
5L 5L
Brand logo. It prints, depending on tiering, Pantone® 485
or 50% Pantone® Pro Black on a white field.
Super XHP Super S
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 logo. It prints white on a color or
black background.
Illustrations
Illustrations are placed in the lower-right quadrant and
break through the background field at the top. When Background To obtain label templates and/or artwork, please
the ‘o’ is cropped from the right side, the piston illustra- The height of the background should be 40% of the contact the Global Communications Team.
tions may be cropped minimally from the right side as height of the label. Choose the proper background
well. Choose the proper illustration according to your according to your category. The color values may vary
category. according to the product and region.
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 For Mobil Diesel back labels, modify
as 5L labels, but reduce elements to 90%. these elements accordingly.
Branding Lock-up
segment descriptor. It is scaled to 45% of front-panel
elements.
®
Copy Branding Lock-up Scaled to

45% front panel elements Super
Marketing copy is positioned under the branding lock-up. Mineral Technology
MOBIL Super S is a super performance multigrade

engine oil which extends engine life in all conditions.
Legal copy is positioned beneath it. All copy is set in NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc
Helvetica Condensed. mrfio ctosv frog wrkgek mbt;emmldvmrgr ;ofjkg;toujv

vrtgbbt.
NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc

Copy
Usage and Recycle Seals • Excellent engine wear protection
• Improved oil consumption
• For all gasoline and diesel engines
Usage and recycle seals are positioned on lower-left ICE

CH-4,CG-4,CF
• Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt
RV
-4,
API SE
CF/SJ
SAE • Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcn
15W-40
portion of 5L labels. Usage & Recycle Seals

• Envfjkeh m kjvblidfgsh mvflnlvbnb
Bottom Panel
Always positioned in • Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt Gradation Background:
• Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcnb
lower left portion of label Corresponds with front panel
Icon DON’T POLLUTE: Conserve resources. Return used oil to collection centers.
NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml vmxlellgmg sniegf.

color-coding
The Pegasus “Flying Horse” appears only on back CAUTION: Continuous contact with used motor oil has caused skin cancer in laboratory animals.
In case of contact, wash thoroughly with soap and water.
NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml grlem vmxlellgmg sniegf.

Pegasus Logo & Contact Info Thncjfvnsklndv dcenk nfrlbnvvbd.
labels. Use the Pegasus in full color, always facing right. Positioned on lower portion of
REGISTERED TRADEMARKS OF:
EXXONMOBIL LUBRICANTS &
PETROLEUM SPECIALTIES COMPANY
NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml
grlem vmxlellgmg sniegf. Thncjfvnsklndv dcenk bfryjhgtlrsl Product Code
FAIRFAX, VIRGINIA 22037-0001 MADE IN USA
label and acompanied by
The head must be horizontal. It must never change color, registration mark and address
or be scaled disproportionately. The minimum allowable
diameter of the enclosing circle is 19 mm.
Area for Legal and
Contact Information Marketing Copy
The contact information is placed to the right of the

Pegasus and is set in Helvetica Neue Bold Condensed.
Product Code
Legal Copy To obtain label templates and/or artwork, please
The product code may be placed vertically or horizontally.
All technical, trademark and marketing language must contact the Global Communications Team.
Regional printing requirements will dictate the orientation.
be reviewed by regional/local technical and legal
Background council. Please make sure to incorporate the following
The background contains a gradation that corresponds trademark language: “X, Y and Z” are trademarks of
with front panel color. Exxon Mobil Corporation or one of its subsidiaries.
Branding Guidelines

Mobil Pack – 1L Front Label

Label Width = X
labels.
Branding Lock-up
Label Width = X
segment descriptor.
Master Brand Logo

On 1L labels, the Mobil logo becomes larger in propor-
tion to the other branding elements, at 25% the width
of the label. This helps maintain Mobil brand leverage
on shelf. Master Brand Logo (MBL) = 15%X
Label Height= Y
®
Space = 30%MBL Master Brand Logo (MBL) = 25% X
Label Height= Y
®
Sub-brand Name Sub-brand Name = 60% MBL Space = 30% MBL
Sub-brand name = 60% MBL
Space = 25%MBL
The capital letter in the sub-brand name is 60% the Segment Descriptor = 25% MBL Semi-Synthetic Space = 25% MBL
Semi-Synthetic
Segment Descriptor = 25% MBL
Space = 25%MBL
height of the Master Brand logo. Space = 25% MBL
Bkgd height = 50% Y

Bkgd base = 40% Y
SAE 10W-40
Viscosity Grade = 35% MBL SAE 10W-40 Superior Engine
Oil for Extra High
Product Descriptor = 15% MBL Superior Engine Oil for Performance
Segment Descriptor Extra High Performance
and Protection
and Protection
Product Descriptor = 15% MBL

When applicable, the segment descriptor follows the sub-
brand name. The type is 25% of the height of the Master 5L 1L
Brand logo. It prints, depending on tiering, Pantone® 485
or 50% Pantone® Pro Black on a white field.
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 Illustrations Background
of the Master Brand logo. It prints white on a color or Illustrations appear in the lower right quadrant of the label The background height should be 40% of the height of
black background. and break through the background at top. In order to main- the label. Choose the proper background according to
tain continuity between labels, no repositioning of the inner your category. The color values may vary according to
illustration is allowed. The Mobil ‘o’ may be reduced in size the product and region.
and cropped to a greater degree, as long as the maximum
crop amount does not exceed 35% of the ‘o’. Choose the To obtain label templates and/or artwork, please
proper illustration according to your category. contact the Global Communications Team.
Branding Guidelines

Mobil Pack – 1L Back Label

labels.
Branding Lock-up
segment descriptor. It is scaled to 45% of front panel
elements. ®
Branding Lock-up Scaled to

Copy 45% front panel elements Super
Mineral Technology
Marketing copy is positioned under the branding lock-up. MOBIL Super S is a super performance multigrade
engine oil which extends engine life in all conditions. ®
Branding Lock-up Scaled to

Legal copy is positioned at the lower-left of the label. All NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc
mrfio ctosv frog wrkgek mbt;emmldvmrgr ;ofjkg;toujv Super 45% front panel elements
vrtgbbt. Mineral Technology
copy is set in Helvetica Condensed. NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc

Copy
• Excellent engine wear protection
Copy
Usage and Recycle Seals • For all gasoline and diesel engines
CH-4,CG-4,CF
ICE • Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt
RV
-4,
Usage and recycle seals are positioned at the mid-right
API SE
CF/SJ
SAE • Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcn
15W-40
• Envfjkeh m kjvblidfgsh mvflnlvbnb
Usage & Recycle Seals Bottom Panel
Usage and
of 1L labels. Always positioned in • Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt
• Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcnb
Gradation Background:
Recycle Seals
DON’T POLLUTE: Conserve resources. Return used oil to collection centers. SAE 10W-30 Always positioned
color-coding MOTOR OIL
NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml vmxlellgmg sniegf. on mid-right
Icon CAUTION: Continuous contact with used motor oil has caused skin cancer in laboratory animals. portion of label
The Pegasus “Flying Horse” appears only on back Pegasus Logo & Contact Info REGISTERED TRADEMARKS OF:
Thncjfvnsklndv dcenk nfrlbnvvbd.
Pegasus Logo & Contact Info Questions or comments?
Call 1-800-ASK MOBIL or visit us at
www.Mobil.com
Positioned on lower portion of PETROLEUM SPECIALTIES COMPANY NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml
Positioned on lower portion of M-2675-YP
labels. Use the Pegasus in full color, always facing right.

grlem vmxlellgmg sniegf. Thncjfvnsklndv dcenk bfryjhgtlrsl

Registered Trademarks® Marcas Registradas
Product Code
registered mark and address registered mark and address

The head must be horizontal. It must never change color,
Area for Legal and Area for Legal and
Marketing Copy Marketing Copy
Contact Information
Product Code
All technical, trademark and marketing language contact the Global Communications Team.
must be reviewed by regional/local technical and
Background legal council. Please make sure to incorporate the
The background contains a gradation that corresponds following trademark language: “X, Y and Z” are
with front panel color. trademarks of Exxon Mobil Corporation or one of its
subsidiaries.
Branding Guidelines

Mobil Diesel Pack –

5L Front Label Label Width = X
For back label template, see

These specifications will help you create 5L labels. Mobil Pack – 5L Back Label
Branding Lock-up
logo, the sub-brand name, and, when applicable, the
segment descriptor.
Master Brand Logo

on the label. It always appears on a white field. The
height of the “M” in Mobil is approximately 15% of the
Label Height= Y
overall width of the 5L label. Master Brand Logo (MBL) = 15%X
®
Space = 30%MBL
Sub-brand Name Sub-brand Name = 60% MBL
Space = 30%MBL
The capital letter in the sub-brand name is 60% the Segment Descriptor = 25%MBL Semi-Synthetic
Space = 30%MBL
height of the Master Brand logo.
Diesel Designator= 60% MBL
Diesel
Height= 40% Y
Segment Descriptor Space = 65%MBL
The segment descriptor follows the sub-brand name. Viscosity Grade = 35% MBL SAE 10W-40
Product Descriptor = 15% MBL Superior Engine Oil for
The type is 25% of the height of the Master Brand logo. Extra High Performance
and Protection 5L
It prints, depending on tiering, Pantone® 485 or 50%
Pantone® Pro Black on a white field.
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 Illustrations Background
Brand logo, and prints white with a .25 black outline. Illustrations appear in the lower right quadrant of the The background height should be 40% of the height of
label and break through the background at top. In order the label. Choose the proper background according to
Product Descriptor to maintain continuity between labels, no repositioning your category. The color values may vary according to
One line of the product descriptor type is 15% the height of the inner illustration is allowed. The Mobil ‘o’ may be the product and region.
of the Master Brand logo. It prints white on a color or reduced in size and cropped to a greater degree, as
black background. long as the maximum crop amount does not exceed
35% of the ‘o’. Choose the proper illustration according To obtain label templates and/or artwork, please
to your category. contact the Global Communications Team.
Branding Guidelines

Mobil 1 Product – Master Brand ®

Branding Elements Logo MB logo
Sub-brand Icon Pantone Pantone

485 293
The sub-brand icon is the second most important item,
immediately following the Master Brand logo. The sub-
brand icon is composed of three distinct elements: the
black box background, the gradated silver beveled ‘1’ and
the gold and silver motion arcs. The box prints black with Sub-brand Icon
Pantone Pantone 300% MBL 220% MBL
a soft white drop shadow to separate it from the back- 8641 877 Made
with
ground. It is 300% the height of the Master Brand logo. SuperSyn™
The beveled ‘1’ is 220% the height of the Master Brand
logo and is centered within the box. The motion arcs are Marketing Copy
always to the left of the beveled ‘1’ within the box. The 10W-30
10W-30
Pantone
icon must never be rotated on an angle, and never be Pro Black 807008/J1
scaled disproportionately.
Turbo Diesel
807008/J1
55% MBL
Diesel Designator
Diesel Designator
The diesel designator, when applicable, follows the sub-
Made
brand icon. It is 55% the height of the Master Brand logo Product Descriptor (1) 15% MBL Ultimate
High Performance
with
and prints white with a black outline and drop shadow. It Motor Oil SuperSyn™
Made
is set in Helvetica Condensed Bold. with
SuperSyn™
Product Descriptor (1) Viscosity Grade 45% MBL 35% MBL 10W-
W-30
30
The product descriptor (1) is set in Helvetica Neue Bold
Condensed with a 95% horizontal scale. One line of the 10W-30 807008/J1
product descriptor text is 15% the height of the Master Product Descriptor (2) Pantone 20% MBL
Brand logo. 8641 807008/J1
Viscosity Grade
The viscosity grade is 35% the height of the Master
Brand logo. It is set in all cap’s Helvetica Condensed
Bold with a 90% horizontal scale, and it prints white in a
Pantone® 8641 band with a .25 black outline. The band
is 45% the height of the Master Brand logo.
One line of product descriptor (2) text is 20% the height of
the Master Brand logo. It is set in Helvetica Neue Bold
Condensed with a 90% horizontal scale. The second line,
when applicable, is set in Helvetica Neue Medium
Condensed, with a 90% horizontal scale. Both lines should
Pantone® is a registered trademark of Pantone, Inc. print white with a black outline of .25, and a drop shadow.
Branding Guidelines

Mobil 1 Product – Background (A)

Mobil 1 – High level of protection
Background (B)
Mobil 1 – Higher level of protection
Background (C)
Mobil 1 – Turbo Diesel
Backgrounds
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. Both 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 of Pantone® 877 and Pantone® 8641. The
label is placed on a white bottle with a charcoal cap.
Pantone Pantone Pantone Pantone Pantone Pantone Pantone Pantone

Pro Black 877 8641 2738 8641 Pro Black 877 8641

Branding Guidelines

Mobil 1 Product – Fully Synthetic
Regional Tiering Good
Shown here are samples of the regional tiering levels

within the fully synthetic product line.
Note that the backgrounds and sub-brand icons Pantone Pantone

change to reflect a range of products from good to 8641 Pro Black
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 are
packaged in silver bottles with black caps. Pantone
877
Contact your Global PVL Technical Advisor for the
appropriate version.
Best
Pantone
Pro Black
Pantone
8641

Branding Guidelines

Mobil 1 Pack – 5L Front Labels

Label Width = X Label Width = X
Branding Lock-up
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 approxi-
mately 15% of the overall width of the 5L label.
Sub-brand Icon
The sub-brand icon box should be sized at 300% of Master Brand Logo (MBL) = 15%X
the height of the Master Brand logo. It prints black with Space = 10%MBL
Label Height= Y
a soft white drop shadow to separate it from the back- Product Descriptor (1)
= 15%MBL
ground. The beveled ‘1’ is centered in the square and Ultimate
Sub-brand Icon = 220% MBL High Performance
is 220% of the height of the Master Brand logo. The 300% MBL Marketing Copy Motor Oil
Area
motion arcs are always to the left of the beveled ‘1’
within the box. Space = 20%MBL
Viscosity Grade Band = 45% MBL 10W-30 0W-40
Marketing Copy Viscosity Grade = 35% MBL
5L Product Descriptor (2) 5L
807008/J1
= 20% MBL
The marketing copy is placed right of the sub-brand Product Descriptor (2) = 20% MBL
807008/J1
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.
Contact your Global PVL Technical Advisor for sizing

and copy.
Product Descriptor (1) Product Descriptor (2) To obtain label templates and/or artwork, please
The product descriptor (1), when applicable, is placed The product descriptor (2), when applicable, always follows contact the Global Communications Team.
above the marketing copy. One line of the product the viscosity grade. One line of text is 20% the height of the
descriptor text is 15% the height of the Master Brand Master Brand logo. It should print white with a black outline
logo. of .25, and a drop shadow.
Viscosity Grade Band Background

The viscosity grade band is 45% of the height of the Choose the proper background according to your category.
Master Brand logo. The viscosity grade type is 35% the The color values may vary according to the product and
height of the Master Brand logo. region.
Branding Guidelines

Mobil 1 Pack – 5L Back Label

Label Width = X
For Mobil 1 Diesel Back Labels,
Mobil 1 Logo modify these elements accordingly.
The Mobil 1 logo is simplified: the motion arcs are elimi-
nated and the solid numeral ‘1’ knocks 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 ®
MBL = 35% X
Marketing copy is positioned under the sub-brand lock-up.
Legal copy is positioned beneath it. All copy is set in MOBIL 1 is the ultimate fully synthetic motor oil for all
gasoline and diesel engines.
Helvetica Condensed. NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc

mrfio ctosv frog wrkgek mbt;emmldvmrgr ;ofjkg;toujv
vrtgbbt.
Usage and Recycle Seals Copy NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc
• Excellent engine wear protection
Usage and recycle seals are positioned on lower-left ICE

CH-4,CG-4,CF
• For all gasoline and diesel engines
RV
-4,
API SE
CF/SJ
portion of 5L labels. SAE
15W-40
• Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt
• Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcn
Usage & Recycle Seals • Envfjkeh m kjvblidfgsh mvflnlvbnb Bottom Panel
Always positioned in • Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt
Gradation Background:
Icon • Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcnb
DON’T POLLUTE: Conserve resources. Return used oil to collection centers.
color-coding
NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml vmxlellgmg sniegf.
The Pegasus “Flying Horse” appears only on back CAUTION: Continuous contact with used motor oil has caused skin cancer in laboratory animals.
labels. Use the Pegasus in full color, always facing right. Pegasus Logo & Contact Info REGISTERED TRADEMARKS OF:
Thncjfvnsklndv dcenk nfrlbnvvbd.
NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml

Positioned on lower portion of PETROLEUM SPECIALTIES COMPANY
A DIVISION OF EXXON MOBIL CORPORATION grlem vmxlellgmg sniegf. Thncjfvnsklndv dcenk bfryjhgtlrsl Product Code
The head must be horizontal. It must never change color, label and acompanied by
registered mark and address

Contact Information Area for Legal and

Marketing Copy
Product Code
All technical, trademark and marketing language contact the Global Communications Team.
Background must be reviewed by regional/local technical and
The background contains a gradation that corresponds legal council. Please make sure to incorporate the
with front panel color. following trademark 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
These specifications will help you create 5L labels. Mobil 1 Pack – 5L Back Label
Branding Lock-up
logo and the sub-brand icon.
Master Brand Logo
Label Height= Y
The Master Brand logo always appears on a white or
light field. The height of the “M” in Mobil is approxi-
mately 15% of the overall width of the 5L label.
Master Brand Logo (MBL) = 15%X
Sub-brand Icon Space = 10%MBL
The sub-brand icon box should be sized at 300% of

the height of the Master Brand Logo. It prints black with Sub-brand Icon = 220% MBL
a soft white drop shadow to separate it from the back- 300% MBL Marketing Copy
Area
ground. The beveled ‘1’ is centered in the square and is
220% of the height of the Master Brand Logo. The Space = 20%MBL
motion arcs are always to the left of the beveled ‘1’ Diesel Descriptor = 55% MBL
within the box. Viscosity Grade Band = 45% MBL 10W-30 5L

807008/J1
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.
Contact your Global PVL Technical Advisor for sizing

and copy.
Diesel Designator
The diesel designator 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 Background To obtain label templates and/or artwork, please
The viscosity grade band is 45% of the height of the Choose the proper background according to your category. contact the Global Communications Team.
Master Brand logo and prints black. The viscosity The color values may vary according to the product and
grade type is 35% the height of the Master Brand logo region.
and prints white.

PVL Packaging

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

PVL Packaging

Hochgeladen von

Copyright:

Verfügbare Formate

Branding Guidelines

Passenger Vehicle Lubricants

Read and follow these guidelines carefully to ensure

Passenger Vehicle Lubricants

Exxon/Esso Pack Labels

The guidelines in this section are intended to Multigrade

Read and follow these guidelines carefully to ensure

Multigrade Semi-Synthetic Synthetic

Passenger Vehicle Lubricants

Exxon/Esso Master Brand – Master Brand

Icon Esso Oval

Passenger Vehicle Lubricants

A shadow appears on the lower and right edge of the

Passenger Vehicle Lubricants

Pantone® is a registered trademark of Pantone, Inc.

Passenger Vehicle Lubricants

Exxon Pack – 1L Front Label

Master Brand Logo

Master Brand Logo (MBL) = 17%X

Sub-brand Name = 75% MBL

outline of .75 overlays the type. • Resistencia excelente a la desintegración térmica

Product Usage = 150% MBL

and is placed in a lozenge. The lozenge is 85% the height

Passenger Vehicle Lubricants

Exxon Pack – 1L Back Label

Viscosity Grade Lozenge

Viscosity Grade = 75% MBL

The viscosity grade type is 75% the height of the Master

Exxon Mobil Corporation

NO CONTAMINE • CONSERVE LOS RECURSOS •

Exxon Shield & Contact Info Product Code

Passenger Vehicle Lubricants

A shadow appears on the lower and right edge of the sub-

Product Descriptor (1)

Product Descriptor (2)

Passenger Vehicle Lubricants

Esso Product – MBL MBL

The length of the lozenge may vary according to the

80% MBL 35% MBL

Pantone Pantone Pantone

Passenger Vehicle Lubricants

These colors are specific to the PVL line of business

Passenger Vehicle Lubricants

Esso Pack – 5L Front Labels Label Width = X

These specifications will help you create 5L labels.

Master Brand Logo

Sub-brand Name Sub-brand Name = 80% MBL

overlays the type. For Gasoline

Viscosity Grade Product Descriptor (2) Background

Passenger Vehicle Lubricants

Esso Pack – 5L Back Labels

The sub-brand name is simplified. It prints without the

Segment Descriptor Lozenge Multigrade

Brand logo, and prints black. Usage and PI S

Always positioned or one of its subsidiaries Product Code

Passenger Vehicle Lubricants

Esso Pack – 1L Front Label Label Width = X

Master Brand Logo

outline of .75 overlays the type. Icon = 350% MBL

Segment Descriptor Lozenge

Passenger Vehicle Lubricants

Esso Pack – 1L Back Label

The sub-brand name is simplified. It prints in black