brand standards guide

Brand Standards GuideMarch 2007

www.jiffylube.com/BrandStandardsGuide/

Introduction

The Jiffy Lube brand has been revitalized to deliver an updated image

that conveys a shift from an oil change only proposition of the past to

an auto maintenance experience for the future. The development of

the new brand identity was influenced by the need for improved legibility

and the ability to express these newly defined qualities and

characteristics that are unique to Jiffy Lube:

speed

open and accessible

fresh and new

competent

progressive

The Jiffy Lube brand is a valuable asset, requiring proper care and

management. Consistency and accuracy in the way the brand is

expressed and reproduced will build brand strength and increase

brand awareness over time.

Resources

If you have any questions regarding the correct usage of the Jiffy Lube

brand, or if you would like to request artwork files, please contact:

Jiffy Lube Creative Services

Jiffy Lube International

700 Milam St. 19th floor

Houston, TX 77002

T: 713-546-8654

E: [email protected]

Table Of Contents

Who Is Jiffy Lube?

Brand Promise 6

Jiffy Lube Customer Value Proposition 7

Brand Standards Guide

Brand Voice 11

Logo 13

Symbol and Wordmark 14

Color 16

Clear Space Requirements 18

Size Requirements 20

Background Applications 22

Misuse Examples 24

Color Palette 26

Typography 28

Photography 31

Marketing Materials 32

The Branding Zone Overview 33

Print Template 34

Alternate Print Template 35

Web Guidelines 36

Store Applications 40

Business Forms 43

Stationery 43

Business Card 44

Envelope 45

Fax Cover 45

Powerpoint Template 46

Co-Branding 48

Appendix

1 The Branding Zone In-Depth Rules 51

2 Approval Process 59

Who Is Jiffy Lube?

Wh

o Is Jiffy Lu

be

?


Who Is Jiffy Lube?

Brand Promise

Jiffy Lube is the fast, convenient choice for maintaining the

performance and longevity of your vehicle through regular

oil changes and preventive maintenance services. Our expert

technicians will provide you with manufacturers service

recommendations based on your vehicles specific needs and

mileage, allowing you to make informed decisions.


Who Is Jiffy Lube?

Jiffy Lube Customer Value Proposition

Jiffy Lube offers a unique package of consumer benefits, including:

Fast and convenient service;

The Jiffy Lube Signature Service Oil Change is more than an

oil change;

Jiffy Lube enhances the reliability and longevity of my vehicle;

My vehicles service history at Jiffy Lube is available to me at

ALL locations;

Jiffy Lube services meet my manufacturers requirements to

maintain my vehicle warranty;

I feel like I made a smart choice to bring my vehicle to Jiffy Lube;

Jiffy Lube provides me with peace of mind that my vehicle is being

maintained properly;

Jiffy Lube is the Consumer Advocate on preventive vehicle

maintenance services.


Who Is Jiffy Lube?

Jiffy Lube Customer Value Proposition

Our Customer Value Proposition is supported by these reasons

to believe:

Jiffy Lube has been in business for over 26 years;

Jiffy Lube is the category innovator, developing the window reminder

sticker and drive through service bay concept;

Jiffy Lube services almost 80,000 customers a day;

Jiffy Lube has over 2,220 convenient locations across North America;

Jiffy Lube has convenient hours and is open on weekends;

Jiffy Lube requires no appointment;

Jiffy Lube takes 8 minutes or less hood up to hood down for a Jiffy

Lube Signature Service oil change;

Jiffy Lube maintains my service history at their stores;

Jiffy Lube uses a proprietary system to provide service

recommendations tied to my vehicles manufacturer

recommendations and my mileage;

(continued)


Who Is Jiffy Lube?

Jiffy Lube Customer Value Proposition Reasons To Believe (continued)

Jiffy Lube stands behind its work;

Jiffy Lube provides a comfortable and safe environment;

Jiffy Lube offers visibility of work being performed;

Jiffy Lube technicians are required to complete a certified

training program;

Jiffy Lube appreciates my business and respects my vehicle;

Jiffy Lube inspects my vital engine fluids;

Jiffy Lube provides free top-offs of my motor oil and five vital

engine fluids for up to 3,000 miles;

Jiffy Lube cleans my interior windows and vacuums my floors;

Jiffy Lube saves me time and money compared to service

offerings from car dealers.

Brand Guidelines

Bran

d G

uid

elines

11


Brand Voice

The Jiffy Lube brand voice is that of a trusted

friend. It is human and real, helpful and confident.

Our brand voice represents technical expertise,

to be sure, but it is also born of a connection with

consumers and a deep understanding of their daily

lives and the role we play in them. We have a

sense of humor and a perspective on the world

and our place in it. Yes, we are experts. But we

are not robots. We do not lecture or communicate

in corporate speak, but rather in the voice of

our customers.

12


Brand Voice

Examples Not Jiffy Lube Brand Voice

At Jiffy Lube we understand that proper car maintenance involves monitoring your engines fuel

system, which pumps gas from the gas tank and mixes it with air so that the proper air/fuel

mixture can flow into the cylinders. Fuel is delivered in three common ways: carburation, port fuel

injection and direct fuel injection.

Jiffy Lube Brand Voice

Taking care of your cars engine can be complicated. Luckily at Jiffy Lube, were more than oil

change experts, were auto maintenance experts. And we offer dozens of services that keep your

car and your engine running great.

1


Logo

The Jiffy Lube logo consists of two components:

a symbol and a wordmark. The established size

and positioning relationships between these two

components that define this logo must never be

altered. The wordmark consists of specially cre-

ated and spaced letter forms which may not be

modified in any way. Be sure to use the approved

artwork file rather than attempting to re-create

the logo.

Approved artwork can be found at:


14


Logo

Wordmark

Logo

Symbol

Symbol and Wordmark

The symbol and wordmark must always be used

together on all Jiffy Lube communications.

The wordmark or symbol must never be

displayed alone.

The service mark symbol SM is required

when using the logo. The placement of the SM must

be located consistently to the top right of the e in

lube as shown.

Horizontal

15


Logo

Symbol and Wordmark Vertical

Wordmark

Logo

Symbol

1


Logo

Logo Color

The Jiffy Lube logo is expressed in one color,

Pantone 202. This proprietary red must

be used consistently across all internal and

external communications.

Great care should be taken to ensure accurate

color reproduction when the logo is applied to all

types of paper and materials, as well as web and

broadcast channels.

Please obtain approval from Jiffy Lube if you

have a unique situation requiring an exception of

these guidelines prior to production. See contact

information on page 3 of this document.

P 202

C: 0 M: 100 Y: 61 K: 43 (print 4-color breakdown)

R: 152 G: 0 B: 46 (broadcast and web breakdown)

Proprietary Red

Pantone is a registered trademark of Pantone, Inc.

17


Logo

Logo Color Option

The Jiffy Lube logo can only be reproduced in

three ways:

Proprietary Red: this is the preferred color,

make sure to use the proprietary red (P202) on

all color materials. We also recommend using the

reverse expression of the proprietary red logo on

color materials.

Black: please use this color option only on black

and white materials.

White: please use this color option only on black

and white materials or dark backgrounds.

1


Logo

Clear Space Requirements

The Jiffy Lube logo must clearly stand out

wherever it appears. One way to ensure this is

by maintaining clear space around the logo.

Clear space is an area that is kept free of

any other text, graphic elements or other

visual distractions.

Please ensure that a clear space of 1/4X is

maintained around the logo, where X is the

height of the symbol. More than this clear space

is always acceptable. Also remember to leave

at least this distance between the logo and the

edge of the page, sign or label where it appears.

NOTE: The registered trademark symbol is

ignored for the purposes of measuring clear

space in this example.

1/4 X 1/4 X

1/4 X 1/4 X

1/4 X

1/4 X

X

1/4 X

1/4 X

X

1/4 X 1/4 X

1/4 X1/4 X

1/4 X 1/4 X

1/4 X1/4 X

Horizontal

XX

1


Logo

Clear Space Requirements Vertical

1/4 X1/4 X

1/4 X 1/4 X

1/4 X

1/4 X

X

1/4 X

1/4 X

X

1/4 X 1/4 X

1/4 X1/4 X

1/4 X1/4 X

1/4 X 1/4 X

X X

20


Logo

Size Requirements

Maintaining the legibility and the integrity of

the logo is very important, regardless of what

the application is or the manner in which it is

reproduced. Be sure that when determining the

size of the logo that its legibility and integrity are

not compromised.

A print media test was conducted to determine

absolute minimum logo size to maintain

legibility on print applications. The minimum

logo size cannot be less than 1/8 in height

(height of u in lube).

For broadcast applications, a minimum

size logo cannot be less than 22 scan

lines (height of u in lube).

1/8 minimum

3/8 minimum

25 px

78 px

Print

Broadcast

22 scan lines

21

Brand Standards Guide1/8 minimum

3/8 minimum

25 px

78 px

Logo

Size Requirements

An embroidery test was conducted on

the logo, and the results indicated that a

minimum size to maintain legibility cannot

be less than 3/8 (0.9525 cm) in height

(height of the u in lube).

Its imperative to maintain the clarity and

legibility when the logo and wordmark are

reproduced in embroidery.

Embroidery

22


Logo

Background Applications

The primary background colors are the

proprietary red and white.

The Jiffy Lube logo can be displayed in two

versions, a positive expression (a red logo on a

white or light color background), and a reverse

expression (a white logo on a red background).

The reverse expression of the logo is preferred

for the web, broadcast and store applications.

The staging of the logo against a red color

field is more impactful in its expression. The

resulting benefits are better legibility (backlit

illuminated conditions) and the leveraging of

the Jiffy Lube proprietary red color.

Positive

Reverse

2


Logo

Background Applications

In special situations where the background

color cannot be the proprietary red or white,

the black and white logo must be used.

The black and white logo option can be

displayed in two versions, a positive

expression and a reverse expression.

Positive

Reverse

24


Logo

Logo Misuse Examples

The Jiffy Lube logo has been carefully created

to work across a broad range of applications.

This logo configuration should not be modified

or recreated in any way. This page illustrates

some, but not all of the possible misuses.

If you do not have the proper logo artwork,

please contact the Jiffy Lube marketing

resource on page 3 of this document or go to


jiffy lube

J L

J Lube(too much space between symbol and word mark)

(modified wordmark - initial caps)

(modified wordmark - incorrect font)

(modified symbol - incorrect placement of symbol)

(modified symbol - incorrect symbol color)

(modified size relationship - incorrect proportions)

(modified wordmark - incorrect color usage)

(modified wordmark - misuse of initial caps and bold font)

jiffy lube

J L

J Lube(too much space between symbol and word mark)

(modified wordmark - initial caps)

(modified wordmark - incorrect font)

(modified symbol - incorrect placement of symbol)

(modified symbol - incorrect symbol color)

(modified size relationship - incorrect proportions)

(modified wordmark - incorrect color usage)

(modified wordmark - misuse of initial caps and bold font)

(correct logo)

25


Logo

Symbol Misuse Examples

The Jiffy Lube symbol has been carefully created

to work across a broad range of applications. This

symbol should not be modified or recreated in any

way. This page illustrates some, but not all of the

possible misuses.

If you do not have the proper symbol artwork,

please contact the Jiffy Lube marketing resource

on page 3 of this document or go to


The symbol must be used with the wordmark

at all times.

(correct symbol)

(wrong arrow direction)

(two colors)

(wrong circle weight)

(wrong circle size)

(wrong symbol size)

(joined segments)

(as a pattern)

(background noise)

(wrong circle shape)

(wrong color)

(correct symbol)


(two colors)


(wrong circle size)

(wrong symbol size)

(joined segments)

(as a pattern)

(background noise)


(wrong color)

(correct symbol)


(two colors)


(wrong circle size)

(wrong symbol size)

(joined segments)

(as a pattern)

(background noise)


(wrong color)

2


Color Palette

Primary Color

Accent Colors

Primary And Accent Colors

The Jiffy Lube primary color is Pantone 202.

It has a professional and confident look.

The accent colors are Pantone 8003, Pantone

490, Pantone 485 and Black and White.

Pantone 8003 has a metallic sheen and

is recommended to help add dimension

to communications so they do not feel flat

and static.

When reproduction of a metallic color is not

possible, a 4-color gradient was created to

mimic that accent color. Go to www.jiffylube.

com/BrandStandardsGuide/ to dowload the

swatch file for gradient match.

Tints of these colors may be used, ranging from

60% to 90%.

P 202 (Proprietary Red)

C: 0 M: 100 Y: 61 K: 43

R: 152 G: 0 B: 46

Metallic

P 8003

P 490

C: 0 M: 74 Y: 100 K: 72

R: 101 G:35 B: 0

Gradient

C: 42 M: 43 Y: 54 K: 0

R: 170 G: 160 B: 153

P 485 (Classic Red)

C: 0 M: 100 Y: 91 K: 0

R: 228 G: 31 B: 31

Black

C: 0 M: 0 Y: 0 K: 100

R: 0 G: 0 B: 0

White


2


Color Palette

Color Recommendations

These colors were selected based on its ability

to coordinate and complement the Jiffy Lube

Primary and Accent colors. Give preference

to this palette before any other color. This will

help ensure the aesthetic quality and visibility

of marketing materials. For example, these

colors can be used for either a background

color, headline color, etc.

Tints of these colors may be used, ranging

from 60% to 90%.

P 5275

Purple

P 2695

P 631

Blue

P 654

P 5825

Green

P 378

P 5507

Gray

P Cool Gray 8 P Cool Gray 10

P 143

Orange/Yellow

P 179 P 116

2


Typography

Myriad Roman

Primary Typeface

The primary typeface is Myriad. Myriad is

mandatory on all headlines and/or headers.

The use of Myriad Bold and/or Myriad

Roman is allowed.

Sentence case is the recommended format

when using this typeface.

Primary Typeface

Myriad Bold

The two key typefaces of Jiffy Lube are

Myriad and Helvetica Condensed. Theyre

clear and readable regardless of the media

application. They also have a timeless

quality and feel modern without being

quirky. Theyre not trendy typefaces and

therefore will stand the test of time.

2


Typography

Helvetica Condensed RomanSecondary Typeface

Helvetica Condensed Bold

Secondary Typeface

The secondary typeface is Helvetica Condensed.

Use Helvetica Condensed Roman for all body

copy and legal copy. Helvetica Condensed Bold

may be used in the body copy when a word or

short phrase requires special emphasis.

Never use Helvetica Condensed Bold to write

body copy with 20 words or more. Sentence case

is recommended for body copy. Left justified is

the recommended body copy format.

Legal copy (such as a disclaimer) must be

no less than 5.5pt for print and must not

be smaller than 8pt in web, video or other

digital media.

0


Typography

GenevaAlternative Typefaces

Arial

Alternative Typefaces

In certain applications where Myriad and/or

Helvetica Condensed may not be readily

available, Geneva and Arial are approved

alternatives.

1


Photography

The style of Jiffy Lube photography is

appropriate to the communication, however,

it will usually be characterized as natural,

approachable, compelling and tasteful. It

will, like our brand voice, send a message in

every photograph that the Jiffy Lube brand

is professional and trustworthy. In addition

wherever appropriate, the photographic

style should also demonstrate not just our

technical knowledge and expertise, but also

our understanding of humanity and our

customers lives.

2


Marketing Materials

Marketing materials are where most people will see

the face of Jiffy Lube. It consists of advertisements,

direct-mail pieces, in-store posters, consumer

brochures and web sites. Everything is designed to

work in harmony with the environmental design of

the stores and tied together with Jiffy Lube colors,

typefaces and graphic elements.

This will all help reinforce the Jiffy Lube brand.


The Branding Zone Overview

All Jiffy Lube marketing communications must

feature the Branding Zone. The Branding Zone

consists of a unique wave design and the Jiffy Lube

logo. This is an important graphic element because

it defines a signature that is unique to Jiffy Lube.

The primary, preferred version of the Branding Zone

is in the Jiffy Lube Proprietary Red with the Jiffy

Lube logo in white. A black and white version of the

Branding Zone is also available and must only be used

when theres such a color restriction.

Only use approved artwork rather than attempting

to re-create the Branding Zone. Approved artwork

can be obtained by contacting the Jify Lube marketing

resource listed on page 3 of this document or by

going to www.jiffylube.com/BrandStandardsGuide/

Please see more detailed rules of Branding Zone

use in the Appendix section of this document.

Marketing Materials

The Wave - Proprietary Red (P 202)

The Wave - Black and White

4


Marketing Materials

Print Template

Our print template consists of the following elements:

Jiffy Lube Branding Zone

Concept Zone

Metallic/Gradient Border

The primary location of the Branding Zone is the

bottom end of the marketing material. No copy or

images can be placed in the Branding Zone.

All print advertisements must feature the Jiffy Lube

logo on the right-hand side.

Border

Concept Zone

Branding Zone

(No wider than height of

f in Jiffy Lube Logo.)

5


Marketing Materials

Alternative Print Template

In the event of production limitations and/or

size restrictions, the border may be omitted.

36


Web Guidelines

Online Brand Strategy

Jiffy Lube online brand standards leverage the

existing offline presence in a meaningful way

that adds value and reinforces the overall Jiffy

Lube brand. Online branding should resonate

with customers as a logical extension of the

Jiffy Lube offline brand while adding value in

ways unique to the online medium.

Jiffy Lube Home Page

Jiffy Lube Secondary Page

37


Web Guidelines

Web Site Header

The header is framed by a horizontal bar,

expressed in Pantone 202 above the logo.

The logo (consisting of the symbol and

wordmark) must always be used on all

Jiffy Lube online communications. The logo

must clearly stand out within the header. Please

ensure that clear space around the logo is

maintained to reinforce brand standards.

Accent Colors

Accent colors are used to support, but not

overwhelm the core brand colors. These colors

are typically used to separate differing areas of

content or bring attention to promotional items

or call to actions, e.g. the Go button.



Web Site Header


38


Web Guidelines

Web Site Footer

The footer is framed by the Branding Zone (Wave

- Proprietary Red) which defines a signature that

is unique to Jiffy Lube.



Web Site Footer


Web Guidelines

Tone and Language

With the development of any script, document

or website, its important to consistently consider

the audience. Each online communication piece

is intended to be a personal experience for Jiffy

Lube customers so that they are comfortable

with its tools and features. Labels should be

intuitive so that customers feel confident about

navigating the website and have an understand-

ing of the content they will find while navgiating

through pages. By making Jiffy Lube customers

feel smart, informed, competent and important

we hope to instill trust and thereby develop a

valuable, ongoing dialogue with our customers.

Active Language

To encourage interaction with Jiffy Lube and

adoption of features, as well as to nurture

ongoing dialogue between Jiffy Lube and its

customers, headers and links use active

language where possible. Using active verbs or

declaratives help prompt customers to engage

with the website. For example, one is more likely

to act if he/she sees Go Here instead of simply

seeing Here. Active language provides a

suggestion to act as well as helps to set an

expectation of what will happen if the action

is taken.

Clear, Simple Choices

Content should be streamlined so as to provide

clear and simple choices for Jiffy Lube customers.

The content and visual hierarchy should suppport

the page objectives and provide customers with

a clear path to execute tasks. Other, potentially

distracting content has been removed or

re-categorized so that the structure of the website

is intuitive and easy to navigate. Clear content

segmentation enables more effective information

targeting and a better overall experience.

Moreover, by enabling customers to choose

what they want to see by delivering content in

layers, they feel empowered to control their

experience without being bombarded with

information they might find irrelevant.

40


Store Applications

The Jiffy Lube network of service centers is

where the consumer is truly immersed within

our branded environment.

Our stores provide tremendous advertising

opportunities as well. Like a billboard,

millions of impressions can be leveraged to

the companys advantage.

41


Store Applications

For these reasons, the desired appearance

of our stores and the accuracy and

consistency of the Jiffy Lube brand identity

being displayed are very important. The

building facade, using new materials and

colors unique to Jiffy Lube, has been

designed to stage the new brand identity

clearly for optimal legibility.

The primary street identity sign (pylon sign

or monument sign) has been developed to

display the new brand identity clearly while

using the same materials and colors from the

building to create a proprietary look that is

unique to Jiffy Lube.

42


Store Applications

Store Application Template

Store applications are consistent with its

overall environmental design.

Signs are built with materials and colors unique

to Jiffy Lube and follow the same typographic

rules as the marketing communications.

Template

4


Business Forms

Stationery

Please follow these specs when building your

service centers stationery on 8.5X11 sheets:

1. Logo size: 5/32 (0.4cm) height of u

2. Logo distance from left edge: 1/2 (1.27cm)

3. Logo distance from top edge: 5/8 (1.59cm)

4. Service center name: Myriad Bold,

P 202, 8pt

Service center address: Myriad Roman,

P Black 6, 8pt, 10pt leading

5. Distance from right edge: 5/8 (1.58cm)

6. Distance from top edge: 5/8 (1.58cm)

700 Milam St (77002)P.O. Box 4427 (77210-4427)Houston,TX

Jiffy Lube International, Inc.

2 1

54

44


Business Forms

Business Card


service centers 3.5X2 cards:




4. Name: Myriad Bold, P 202, 10pt

Title: Myriad Roman, P Black 6, 7.5pt

5. Service center name: Myriad Bold, P 202, 7.5pt


P Black 6, 7.5pt, 10pt leading

John DoeOperations Manager

ABCD Lubes700 Milam St (77002)P.O. Box 4427 (77210-4427)Houston, TXT: +1 713 546 4854F: +1 713 546 8887E: [email protected]

21

4 5

45


Business Forms

Envelope


service centers Regular #10 envelopes:




4. Service center name: Myriad Bold, P 202, 10pt


P Black 6, 7.5pt

Fax Cover


service centers fax cover on 8.5X5.5 sheets:




4. Data: Myriad Roman or Bold, 14pt, 20pt leading

FAX COVER

Date:

To: Fax #:

Phone #:

From: Fax #:

Phone #:

The material in this fax may be condential, priviledged and/or protected by copyright and should not be used, copied or disclosed without permission. If it has been sent to you in error, please contact us immediately.

AddressCity, State, Zip Code

Jiffy Lube ABCD Store

21

4

21

4

4


Business Forms

Powerpoint Template

Lorem Ipsum Dolor Sit Amet

Abcdefg

January

1000

900

800

700

600

500

400

300

200

100

0

February March April

123456

Ila Facillan Utpat Sequissit

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam non ummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

Abcde Lube

Cover

1. Title Myriad Bold 2630pt

2. Date Myriad Bold 1618pt

Text Page Example

1. Header consistent position and size

throughout; Myriad Bold 2630pt

2. Body Copy Left justified; Helvetica

Condensed Roman 1620pt

3. Branding Zone

4. Optional personalization area;

Myriad Bold 16pt

Graphic Page Example

Store AnalysisMay 5, 2007

12

Ila Facillan Utpat Sequissit

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullmcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Lorem ipsum

dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Abcde Lube

1

2

4

Co-Branding

Co

-Bran

din

g

4


Co-Branding

Often, Jiffy Lube will work with another

company on a promotion to raise awareness

of both brands while sharing the involved cost.

Co-promoting and Joint Ventures require

pre-approval from Jiffy Lube International.

Logo Usage With Other Brands

In order to graphically express the relationship

between the Jiffy Lube brand and a partner

brand, a co-branding standard has been

established. As a general rule, if the partnership

is 50/50, the Jiffy Lube brand will appear in

conjunction with the partner brand, with both

brands being of equal size.

Please direct any co-branding questions or

requests to the contact information on page 3

of this document.

Vertical Display

Horizontal Display

ABC Company

ABC Company

ABC Company

ABC Company

4


Co-Branded Clear Space

Enough distance is required to clearly

show that both partnership companies are

separate entities.

The minimum space between the two company

brands is defined by the clear space rules for

each brand. On its horizontal display, the clear

space must be at least 1/2X of the Jiffy Lube

logo plus the clear space mandated by the other

brand.

Vertical Display

Horizontal Display

ABC Company

ABC Company

ABC Company

ABC Company

Co-Branding

Appendix:1 The Branding Zone Guidelines

Ap

pen

dix 1

51

Fixed artworkVariable artwork

The Wave and the Jiffy Lube Logo

The wave is composed of two parts: one variable

and one fixed. By being able to extend or contract

the variable part, it is ensured that the branding

zone fits harmoniously in a variety of aspect

ratios without compromising or overtaking the

concept zone.

On the other hand, the fixed part will ensure

that the waves angle and the Jiffy Lube logo

placement are always consistent throughout all

marketing communications.

Never attempt to re-create the Branding Zone.

Approved Branding Zone artwork can be found

and downloaded at :


Please refer to the following pages of this

document for detailed Branding Zone

usage guidelines.

The Branding Zone

h

h

h

h

w

2 7/10w

52Single Page Ads, 1/4 page Newspaper Ads, Similarly Sized Pamphlets or Coupons

Examples of Branding Zone Usage in Various Aspect Ratios

The Branding Zone

5

Spread Page Ads, 1/2 Page Newspaper Ads


The Branding Zone

Horizontal Pieces (i.e. billboards, horizontal mass mail, newspaper footer)

54


The Branding Zone

Vertical Pieces (i.e. vertical mass mail, newspaper strips)

55

Branding Zone Misuse

Never:

1. Change the color of the wave. In the event

of color printing restrictions (i.e. black and

white materials), use the black and white

version of the Branding Zone.

2. Change the color of the Jiffy Lube logo.

3. Change the positioning of the Jiffy

Lube logo.

4. Change the curvature of the wave.

The Branding Zone

1.

2.

.

4.

5

Exceptions Print

In special situations where certain production

requirements impede the placement of the

Branding Zone at the bottom of the marketing

material (such as a coupon placement) the

Branding Zone can be placed on the top edge

of the piece.

Exceptions Web

When designing Jiffy Lube branded web sites,

a Branding Zone featuring the Jiffy Lube logo on

the left-hand side can be used at the top of

the web page.

The Branding Zone

Exceptions Print

Exceptions Web

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5

The Branding Zone

The Branding Zone as a Design Element

In order to preserve the integrity of the Jiffy Lube

visual identity, the Branding Zone can only be

used in the ways described by this document.

There are only two exceptions:

1. When using it as an animation for broadcast/

web (i.e. TV commercial end frames, web

animation). In these situations, it is possible

to change color, size, angle for the purposes of

animation. The last frame, however, must feature

the original and un-altered Branding Zone.

2. When using it as a cover design for

presentation materials (i.e. booklet cover,

powerpoint cover). In these situations, it is

possible to zoom in and extend the height of the

Branding Zone in order to accomodate

presentation titles. Youre not allowed, however,

to change the angle of the wave or use colors

that are not the proprietary red, black or white.

Ap

pen

dix 2

Appendix:2 Approval Process

5

Approval Process

The Jiffy Lube Franchise agreement states

all advertising in any medium must be

submitted to Jiffy Lube International for

prior written approval:

Prior to production, Requestor (Franchisee

or their designated agency) must submit all

materials that use Jiffy Lube Logo or reference

the Jiffy Lube brand to the Jiffy Lube Brand

Standards group via email at:

[email protected]

Materials should be marked Draft at the top

of the page.

Submissions should include:

Copy of marketing plan or media schedule

outlining planned use of materials.

Substantiation materials for any claims.

Claims should be accurate, defensible and

backed by supporting evidence.

Jiffy Lube creative services will review submit-

ted materials and respond within 15 business

days* with one of the following directions:

Approved as submitted;

Approved with changes;

Denied material to be reworked

and resubmitted

Materials will be deemed approved if

requestor has not received feedback within

15 business days.

When the materials have reached the final

production stage, please send copy of the

materials to Jiffy Lube Brand Standards at the

address listed on page 3 of this document.

Materials not requiring submission for

Brand Standards approval include materials

supplied by JLI and materials previously

approved by Jiffy Lube International within

the prior 12 months.

* We will endeavor to provide feedback in a shorter timeframe however we recommend that you allow 15 business days as a general rule.

brand standards guide

Documents

jiffy lube jiffy lube

day jiffy lube

years jiffy lube

brand promise jiffy

oil change jiffy lube

locations jiffy lube

brand awareness

brand strength