deployment guidelines for master brand identity elements · inform. use of the full-color rendition...
TRANSCRIPT
ExxonMobil
Deployment Guidelines for
Master Brand Identity Elements
January 31, 2002
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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
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Contents
Branding Elements and Use
– Exxon/Esso Master Brand
– Mobil Master Brand
Tagline
– Tagline Deployment Criteria
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Branding ElementsLine of business – Passenger/Commercial/Industrial
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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
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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
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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
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Agenda
Branding Elements and Use
– Exxon/Esso Master Brand
– Mobil Master Brand
Tagline
– Tagline Deployment Criteria
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Branding ElementsLine of business – Passenger/Commercial/Industrial
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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
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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
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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
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Contents
Branding Elements and Use
– Exxon/Esso Master Brand
– Mobil Master Brand
Tagline
– Tagline Deployment Criteria
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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.
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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
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Three tagline lock-ups
Mobil Master Brand tagline Variations for B2C applications
Print advertising
Broadcast Media,
Promotional, POS
Promotional, POS
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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
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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
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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
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Contents
Branding Elements and Use
– Exxon/Esso Master Brand
– Mobil Master Brand
Tagline
– Tagline Usage Criteria
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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.
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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
