Deployment Guidelines for Master Brand Identity Elements · inform. Use of the full-color rendition with the Master Brand logotypes with their representative icons is preferable.

ExxonMobil

Deployment Guidelines for

Master Brand Identity Elements

January 31, 2002

ExxonMobil_Taglines_0131022

Project objectives

1. Clearly define the role of the Master Brand identity elements:

– Master Brand logotype

– Tagline

– Icon

2. Identify when and how the tagline should be used to achieve

specific communications goals

ExxonMobil_Taglines_0131023

Contents

Branding Elements and Use

– Exxon/Esso Master Brand

– Mobil Master Brand

Tagline

– Tagline Deployment Criteria

ExxonMobil_Taglines_0131024

Branding ElementsLine of business – Passenger/Commercial/Industrial

ExxonMobil_Taglines_0131025

Branding ElementsEsso logotype

Role

• Master Brand logotype

Benefit

• Master Brand for a range of products and services

• Signifies continuity across product range

Applications

• Advertising, packaging, POS, promotions

ExxonMobil_Taglines_0131026

Branding ElementsEsso tagline/logotype lock-up

Role

• Tagline/logotype work in tandem as a read through for Exxon/Esso Master Brand

Benefit

• Consumer promise

• Working as a pay-off to the promotional headline; it signifies end benefit of Exxon/Esso use

Applications

• Advertising, packaging, POS, promotions

ExxonMobil_Taglines_0131027

Branding ElementsRunning Tiger

Role

• Icon

Benefit

• Represents heritage

Applications

• Use only with Exxon/Esso Master Brand

• An emotional and highly recognizable icon used in many applications to leverage the strength and heritage associated with the Exxon/Esso

ExxonMobil_Taglines_0131028

Agenda

Branding Elements and Use

– Exxon/Esso Master Brand

– Mobil Master Brand

Tagline

– Tagline Deployment Criteria

ExxonMobil_Taglines_0131029

Branding ElementsLine of business – Passenger/Commercial/Industrial

ExxonMobil_Taglines_01310210

Branding ElementsMobil logotype

Role

• Master Brand logotype

Benefit

• Master Brand for a range of products and services

• Signifies continuity across product range

Applications

• Advertising, packaging, POS, promotions

ExxonMobil_Taglines_01310211

Branding ElementsTagline

Role

• Tagline for EMLS Mobil Master Brand

• Create consumer expectation

Benefit

• Consumer promise

Application

• Advertising, POS and promotional

• Used in three lock-up positions

ExxonMobil_Taglines_01310212

Branding ElementsPegasus

Role

• Icon

Benefit

• Represents heritage

Applications

• Use only with Mobil Master Brand

• Limited and targeted use preserves prestige and heritage association

• Minimum size requirements should be observed

ExxonMobil_Taglines_01310213

Contents

Branding Elements and Use

– Exxon/Esso Master Brand

– Mobil Master Brand

Tagline

– Tagline Deployment Criteria

ExxonMobil_Taglines_01310214

Master Brand tagline summary

Exxon/Esso Master Brand tagline

• A single tagline is used across all Exxon/Esso applications.

• Tagline serves as a payoff device to a promotional headline.

Mobil Master Brand tagline

• Mobil applications will use one of three approved tagline lock-ups.

• Tagline is stand-alone benefit statement.

ExxonMobil_Taglines_01310215

Formats

• Consistent presentation across all print advertising, broadcast media and promotional materials

Exxon/Esso Master Brand tagline Used across all B2C applications

Print advertising, Broadcast media, Promotional, POS

ExxonMobil_Taglines_01310216

Three tagline lock-ups

Mobil Master Brand tagline Variations for B2C applications

Print advertising

Broadcast Media,

Promotional, POS

Promotional, POS

ExxonMobil_Taglines_01310217

Formats

• Advertising formats provide sufficient space for the wide one-line lock-up

• Consistent presentation across all print advertising

Mobil Master Brand tagline One-line lock-up

Print advertising

ExxonMobil_Taglines_01310218

Mobil MasterBrand tagline Stacked lock-up with Pegasus icon

Formats

• Vertical format provides greater legibility and impact across a range of promotional materials and broadcast media – allowing for a larger Master Brand logo, tagline and Pegasus

• Consistent presentation across all broadcast media and promotional materials

Broadcast Media,

Promotional, POS

ExxonMobil_Taglines_01310219

Mobil MasterBrand tagline Stacked lock-up without Pegasus icon

Formats

• In the one line lock-up, the Pegasus is often below the minimum size requirement for promotional materials

Promotional, POS

ExxonMobil_Taglines_01310220

Contents

Branding Elements and Use

– Exxon/Esso Master Brand

– Mobil Master Brand

Tagline

– Tagline Usage Criteria

ExxonMobil_Taglines_01310221

Usage criteriaTagline

Q: When should the tagline be used?

A: On B2C communications that promote including advertising, POS and

promotional applications. Do not use on packaging, or materials which

inform. Use of the full-color rendition with the Master Brand logotypes with

their representative icons is preferable.

Rationale:

• The tagline is a marketing message. It is statement of the Master Brand

reputation and is an expression of consumer benefit used to engage a

consumer relationship.

• It should always be presented in it’s premium presentation in the full color

rendition, restricting it’s use at small sizes and in single-color applications.

ExxonMobil_Taglines_01310222

Usage of tagline; B2CAs a marketing message, the tagline works best when supported by the full

range of Master Brand identity elements creating a consumer expectation.

Tagline

B2C; Promotional use,

Advertising, POS,

Master Brand

B2C; Packaging, and

functionality restrictions

Master Brand

Icon(may be omitted based

on minimum size requirement)

Product Brand

Tagline

Master Brand

Icon

B2C; Informational use,

Brochures, Sell Sheets

Product Brand Product Brand