pvl packaging

Branding Guidelines

Communications System > Guidelines > Packaging

Pack LabelsOverviewThese guidelines are intended to provide a foundationfor maximizing the Exxon/Esso and Mobil brands’impact on shelf and maintaining branding consistencyin packaging applications.

Read and follow these guidelines carefully to ensurecorrect usage of all graphic elements in the packagingline.

Passenger Vehicle Lubricants

Representative packages from theExxon/Esso and Mobilproduct lines.

Branding Guidelines


Exxon/Esso Pack LabelsExamples shown are 1-liter and 5-liter front labels.Each design is distinctive, to help communicatedifferent product features to the consumer. Yet whenviewed together on shelf, they form a group that isreadily identifiable as the Exxon/Esso family ofproducts.

The guidelines in this section are intended toprovide a foundation for maximizing the Exxon/Essobrand impact on shelf and maintaining the integrityof the brand on packaging applications.

Read and follow these guidelines carefully to ensurecorrect usage of all graphic elements.


Multigrade

Multigrade Semi-Synthetic Synthetic

Branding Guidelines


Exxon/Esso Master Brand –Branding ElementsMaster Brand Logo

The Master Brand logo always appears as the firstand most prominent element on the label and isalways placed horizontally. On any label that printscolor, the Master Brand logo must always appearin ExxonMobil Red (Pantone® 485) on a white orlight field. It must never be rotated on an angle,and never be scaled disproportionately. Never printthe logo over any pattern. For Esso products, theblock-letter logotype is the primary logo. The Essooval (described below) is only to be used in asecondary capacity. The Exxon Shield providestrademark protection.

Icon

The Forward-facing Tiger is a strong Exxon/Essoicon that should be used on all labels. It shouldnever be used as a device to differentiate productsor communicate product grades. The Forward-facing Tiger at right is the only one used on anyExxon/Esso packaging. It also must appear withthe shadow in place as shown.

“Streamline” Rule

The “Streamline” rule is an important part of the branding iconography. It always appears on the leftand lower portion of the label and prints black. Aminimum width of .75pt is recommended. Whenapplying this element to printed material, careshould be taken that it maintains a clean, sharpedge.


Pantone® is a registered trademark of Pantone, Inc.

Esso OvalThis element only appears on Esso products. On any labelthat prints color, the type in the oval must always printExxonMobil red (Pantone® 485), the interior of the oval isalways white, the border always prints ExxonMobil blue(Pantone® 293) surrounded by a white trap to separate theoval from its background. The Esso Oval must never changecolor, never be rotated on an angle, and never be scaleddisproportionately. This earlier version of the Esso logoreminds consumers that the new package design containsthe same quality Esso product with which they’re familiar.

Exxon ShieldThe Exxon Shield appears on the back of all Exxon/Essolabels. On any label that prints color, the Exxon Shieldprints in ExxonMobil red (Pantone® 485) and ExxonMobilblue (Pantone® 293). The Exxon Shield must neverchange color, never be rotated on an angle and never bescaled disproportionately. When printing over dark back-grounds, do not print the holding line.

Master Brand Logo

Forward-facing Tiger Icon

“Streamline” Rule

Esso Oval

Exxon Shield Pantone485

Pantone293

Pantone485

Branding Guidelines

Communications System > Guidelines > PackagingPassenger Vehicle Lubricants

MB logo

75% MBL

85% MBL

20% MBL

15% MBL

150% MBL

50% MBL

EngineProtectionYou Can Trust

10W-30

M O T O R O I LM O T O R O I L

Master Brand Logo

Sub-brand Name

Product Descriptor (1)


Viscosity Grade

Exxon Product –Branding ElementsSub-brand NameThe sub-brand name immediately follows the MasterBrand logo and is 75% of its height. It is set in upper andlower case Helvetica Neue Extra Black Condensed with ahorizontal scale of 145%.

A shadow appears on the lower and right edge of thesub-brand name as shown. An outline of .75 overlays thetype.

Viscosity Grade

The viscosity grade follows the sub-brand name and isplaced in a lozenge. The lozenge has a .75 black outlineand is 85% the height of the Master Brand logo. Theviscosity grade type is 50% the height of the MasterBrand logo. Type is set in all cap’s Helvetica Neue HeavyCondensed, with a horizontal scale of 160%.

Product Descriptor (1)The product descriptor (1) is 20% the size of the MasterBrand logo. It is set in all cap’s Helvetica Neue MediumExtended, with +450 tracking.

Product Descriptor (2)One line of the product descriptor (2) type is 15% the sizeof the Master Brand logo. It is set in Helvetica NeueMedium Extended, in upper and lower case. It prints inPantone® Process Yellow.

Product UsageThe product usage seal is 150% the size of the MasterBrand logo. It prints in Pantone® 485 and Pantone®Process Yellow and is placed on the lower right portion ofthe label.

Product Usage

Branding Guidelines


Exxon Product –BackgroundThis background is specific to the PVL line of business and must not be used in any other category.

BackgroundAll Exxon backgrounds are created with a subtlegradation using horizontal lines that fade into thewhite field at the top of the label. The bottom, left,and upper-right segments use Pantone® 485. Thebackground is not to be scaled, flopped or manipu-lated in any way. The gradation is to fade smoothlyinto the white field with no breaks or abrupt colorchanges.

“Streamline” RuleThe “Streamline” rule runs across the lower sectionof the label and up the left side to the viscositygrade lozenge. The “Streamline” rule prints blackwith a weight of .75.


Sample background


Pantone485

Branding Guidelines


1 U.S Quart (946 ml)

10W-30

EngineProtectionYou Can Trust

M O T O R O I LM O T O R O I L

®

®

M O T O R O I L

EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYA DIVISION OF EXXON MOBIL CORPORATIONFAIRFAX, VIRGINIA 22037-0001 MADE IN THE USA

• Excellent resistance to thermal breakdown• Prevents buildup of harmful sludge• Meets proposed API SL quality standards

DON’T POLLUTE • CONSERVE RESOURCES • RETURN USED OIL TO COLLECTION CENTER

WARNINGContinuous 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.

• Resistencia excelente a la desintegración térmica• Previene la formación de sedimentos nocivos• Cumple con las normas propuestas por API SL

NO CONTAMINE • CONSERVE LOS RECURSOS • RETORNE EL ACEITE USADO AL CENTRO DE COLECCIÓN

Product Descriptor (2) = 15% MBL

Master Brand Logo (MBL) = 17%X

Sub-brand Name = 75% MBL Space = 75%MBL

Viscosity Grade = 50% MBL Lozenge = 85% MBL

Icon = 330% MBL

Product Usage = 150% MBL


Label Width = X

Exxon Pack – 1L Front LabelThe following guidelines will assist you in creating 1Llabels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo and the sub-brand name.

Master Brand LogoThe Master Brand logo is the most prominent element on the label. It always appears on a white field. The height ofthe ‘E’ in Exxon is no less than 17% of the width of the label.

Sub-brand NameSuperflo is the sub-brand name. It should be sized at75% of the height of the Master Brand logo. It prints blackand has a shadow on the lower and right edge. Anoutline of .75 overlays the type.

Viscosity Grade LozengeThe viscosity grade always follows the sub-brand name,and is placed in a lozenge. The lozenge is 85% the heightof the Master Brand logo. It prints white and has a blackoutline of .75.

Viscosity GradeThe viscosity grade is 50% the height of the Master Brandlogo. Type is set in all cap’s Helvetica Neue HeavyCondensed, with a horizontal scale of 160%. It prints black.

Product Descriptor (1)The product descriptor (1) is 20% the size of the MasterBrand logo and is placed under the Viscosity Gradelozenge. It is set in all cap’s Helvetica Neue MediumExtended, with +450 tracking. It prints black.

Product Descriptor (2)One line of the product descriptor (2) type is 15% the sizeof the Master Brand logo. It is set in Helvetica NeueMedium Extended, in upper and lower case. It prints inPantone® Process Yellow.

Product UsageThe product usage seal is 150% the size of the MasterBrand logo. It prints in Pantone® 485 and Pantone® ProcessYellow and is placed on the lower right portion of the label.

“Streamline” RuleThe “Streamline” rule runs across the lower section of thelabel and up the left side to the viscosity grade lozenge. Itprints black with a minimum weight of .75.

IconThe Forward-facing Tiger, in full color, is always in the lowerright portion of the label. It is 330% the height of the MasterBrand logo.

Background

Backgrounds are created with a subtle gradation usinghorizontal lines of Pantone® 485 that fade into the whitefield at the top of the label.

To obtain label templates and/or artwork, pleasecontact the Global Communications Team.

Branding Guidelines


Exxon Pack – 1L Back LabelThe following guidelines will assist you in creating 1L labels.

Branding Lock-up The branding lock-up is composed of the Master Brandlogo and the sub-brand name. It is scaled at 50% offront panel elements.

Viscosity Grade LozengeThe 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 blackoutline of .75.

Viscosity GradeThe viscosity grade type is 75% the height of the MasterBrand logo. Type is set in all cap’s Helvetica Neue HeavyCondensed, with a horizontal scale of 160%. It printsblack.

Product Descriptor The product descriptor is placed under the viscositygrade at 30% the height of the Master Brand logo, andprints black.

“Streamline” RuleThe “Streamline” rule runs across the lower section ofthe label and up the left side to the viscosity gradelozenge. It prints black with a minimum weight of .75.

Background

Backgrounds are created with a subtle gradation usinghorizontal lines of Pantone® 485 that fade into the whitefield at the top of the label.

CopyMarketing copy is positioned to the right of the streamline. Copy color may change to ensure legibility.Legal copy is placed above the product code. Width ofthe marketing copy may be adjusted horizontally toaccommodate more copy, depending on region. All copyis set in Helvetica Neue Condensed with +30 tracking.


M O T O R O I L

10W-30M O T O R O I LM O T O R O I L

EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYEXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYA DIVISION OF EXXON MOBIL CORPORATIONA DIVISION OF EXXON MOBIL CORPORATIONFAIRFAX, VIRGINIA 22037-0001 MADE IN THE USAFAIRFAX, VIRGINIA 22037-0001 MADE IN THE USA

• Excellent resistance to thermal breakdown Excellent resistance to thermal breakdown• Prevents buildup of harmful sludge Prevents buildup of harmful sludge• Meets proposed API SL quality standards Meets proposed API SL quality standards

DONDON’T POLLUTE T POLLUTE • CONSERVE RESOURCES CONSERVE RESOURCES • RETURN USED OIL TO COLLECTION CENTERRETURN USED OIL TO COLLECTION CENTER

WARNINGWARNINGContinuous contact with used motor oil has Continuous contact with used motor oil has caused skin cancer in animal tests. Avoid caused skin cancer in animal tests. Avoid prolonged contact. Wash skin thoroughly with prolonged contact. Wash skin thoroughly with soap and water. Launder or discard soiled soap and water. Launder or discard soiled clothes.clothes.

• Resistencia excelente a la desintegraci Resistencia excelente a la desintegración tn térmicarmica• Previene la formaci Previene la formación de sedimentos nocivosn de sedimentos nocivos• Cumple con las normas propuestas por API SL Cumple con las normas propuestas por API SL

NO CONTAMINE NO CONTAMINE • CONSERVE LOS RECURSOS CONSERVE LOS RECURSOS • RETORNE EL ACEITE USADO AL CENTRO DE RETORNE EL ACEITE USADO AL CENTRO DE COLECCICOLECCIÓN

®

®

Exxon, Superflo, andthe live tiger head design

are trademarks ofExxon Mobil Corporationor one of its subsidiaries

Label Width = X

Branding Lock-up = 50% front panel elements

Lozenge = 110% MBL

Usage and Recycle SealsAlways positioned on mid-right portion of label

Copy

Product CodeExxon Shield & Contact InfoAlways positioned

on lower left corner of label

Viscosity Grade = 75% MBLProduct Descriptor = 30% MBL

Area for Legal and Marketing

Copy

Usage and Recycle Seals Usage and recycle seals appear on mid-right portion oflabel as shown.

Exxon ShieldThe Exxon Shield appears on lower-left portion of label asshown to establish trademark protection.

Contact InformationThe contact information is placed to the right of the ExxonShield and is set in Helvetica Neue Bold Condensed.

Product CodeThe code may be placed vertically or horizontally. Regionalprinting requirements will dictate the orientation.

Legal CopyAll technical, trademark and marketing language must bereviewed by regional/local technical and legal counsel.Please make sure to incorporate the following trademarklanguage: “X, Y, and Z are trademarks of Exxon MobilCorporation or one of its subsidiaries.”


Branding Guidelines


MB logo

80% MBL

80% MBL

50% MBL

20% MBL

20% MBL

20% MBL

35% MBL

UnifloUnifloUniflo

MultigradeMultigrade

HighHighPerPerformanceformance

For GasolineEngines Only

Master Brand Logo

Sub-brand Name

Viscosity Grade


Product Usage


Segment Descriptor

Esso Product –Branding ElementsSub-brand NameThe sub-brand name immediately follows the MasterBrand logo and is 80% of its height. It is set in upper andlower case Helvetica Neue Extra Black Condensed with ahorizontal 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.

Segment Descriptor The segment descriptor always follows the product nameand is placed in a lozenge. The lozenge has a .75 outlineand is 80% the height of the Master Brand logo. Thesegment descriptor type is 35% the height of the MasterBrand logo. Type is set in Helvetica Neue Extra BoldExtended, in upper and lower case.

Viscosity GradeThe viscosity grade is 50% the size of the Master Brandlogo. It is set in all cap’s Helvetica Neue Heavy Condensedwith a horizontal scale of 150%.

Product Descriptor (1)The product descriptor (1) is 20% the size of the MasterBrand logo. It is set in all cap’s Helvetica Neue MediumExtended, with +800 tracking.

Product UsageOne line of product usage type is 20% the size of theMaster Brand logo. It is set in Helvetica Neue HeavyExtended, in upper and lower case.

Product Descriptor (2)One line of product descriptor (2) type is 20% the size ofthe Master Brand logo. It is set in Helvetica Neue MediumExtended, in upper and lower case.

Branding Guidelines



ExtraExtraExtraSynthetic Blend

UltraUltraUltraMultigrade

Multigrade

Multigrade

Fully Synthetic

UltronUltronUltronUltronUnifloUnifloUniflo

PantoneProcess Black

MBL

80% MBL

80% MBL

80% MBL

35% MBL

35% MBL

PantoneProcess Black 30%


MBL

80% MBL

80% MBL

80% MBL

35% MBL

35% MBL



MBL

80% MBL

80% MBL

80% MBL

35% MBL

35% MBL


Pantone3302

MBL

80% MBL

80% MBL

80% MBL

35% MBL

35% MBL

PantoneMetallic872

Pantone2955

MBL

80% MBL

80% MBL

80% MBL

35% MBL

35% MBL

Pantone485

PantoneMetallic 877

Esso Product –Color CodingSub-brand NameDistinction between products is further enhanced bythe introduction of color. The sub-brand name immedi-ately follows the Master Brand Logo, reading horizon-tally. On any label that prints color, the sub-brand namemust always appear in the appropriate Pantone® colorindicated on a white or light field. The sub-brand nameis accentuated with a .75 outline. The sub-brand namemust never change color, never be rotated on anangle, and never be scaled disproportionately. Neverprint the name over any pattern.

For Ultra and Ultron, the sub-brand name’s visibility isenhanced by using gradients created with the linecolors indicated above. The gradients use tints rangingfrom 60% – 100% of the original color. The gradient isplaced at a –25% angle. The outline is the color usedwithin the lozenge.

Segment Descriptor LozengeThe segment descriptor immediately follows the sub-brand name. The segment descriptor type prints black.The lozenge prints white for Extra, Uniflo and Superflo.For Ultron, the lozenge prints Pantone® 872, and forUltra, it prints Pantone® 877. Each lozenge has a blackoutline of .75.

The length of the lozenge may vary according to thesegment descriptor.

Pantone130

Pantone429

BottleRed

Pantone2995

Pantone877

Pantone3302

PantoneMetallic872

Branding Guidelines


Esso Product –BackgroundsFor all Esso packaging, a colored background isused to differentiate one product from another.

These colors are specific to the PVL line of businessand must not be used in any other category.

BackgroundAll Esso backgrounds are created using a subtlegradation using horizontal lines that fade into thewhite field at the top of the label. The left side ofthe gradation on all Esso packages uses a red thatmimics the red used in the Esso bottle. The back-ground is not to be scaled, flopped or manipulatedin any way. The gradation is to fade smoothly intothe white field with no breaks or abrupt colorchanges.

“Streamline” RuleThe “Streamline” rule serves as a divider betweenthe red background and the color coded area. The“Streamline” rule prints black with a weight of .75.


Sample background


Bottle Red Area

Color Coded Area

Streamline” Rule

Branding Guidelines


M O T O R O I L

HighPerformance


UnifloUnifloUnifloMultigrade

5 LProduct Descriptor (2) = 20% MBL


Sub-brand Name = 80% MBL

Bottle red Color Code Area

Viscosity Grade = 50% MBL



Space = 80%MBL

Space = 35% MBL

Space = 35% MBL

Space = 30% MBL

Segment Descriptor = 35% MBL Segment Descriptor Lozenge = 80% MBL

Label Width = X

Icon = 350%MBL

Esso Pack – 5L Front LabelsThese specifications will help you create 5L labels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo and the sub-brand name.

Master Brand LogoThe Master Brand logo is the most prominent element on the label. It always appears on a white field. Theheight of the ‘E’ in Esso is no less than 10% of the widthof the label.

Sub-brand NameUniflo is the sub-brand name. It should be sized at 80%of the height of the Master Brand logo. It prints black hasa shadow on the lower and right edge. An outline of .75overlays the type.

Segment Descriptor LozengeThe segment descriptor always follows the sub-brandname and is placed in a lozenge. Lozenge height is 80%of the Master Brand logo. The lozenge has a black outlineof .75pt. The segment descriptor type is 35% the height ofthe Master Brand logo, and prints black. The length of thelozenge may vary according to the segment descriptor.

Viscosity GradeThe viscosity grade is 50% the size of the Master Brandlogo. It is set in all cap’s Helvetica Neue HeavyCondensed with a horizontal scale of 150%, and printsblack.

Product Descriptor (1)The product descriptor (1) is 20% the size of the MasterBrand logo. It is set in all cap’s Helvetica Neue MediumExtended, with +800 tracking. It prints black.

Product UsageOne line of product usage type is 20% the size of the MasterBrand logo. It is set in Helvetica Neue Heavy Extended, in upper and lower case. It prints in Pantone® 485.

Product Descriptor (2)One line of product descriptor (2) type is 20% the size of theMaster Brand logo. It is set in Helvetica Neue MediumExtended, in upper and lower case, and prints in Pantone®485.

“Streamline” RuleThe “Streamline” Rule always appears on the left and lowerportion of the label and prints black.It prints black with aminimum weight of .75.


Background

Backgrounds are created with a subtle gradation usinghorizontal lines that fade into the white field at the top ofthe label. The left side of the gradation on all Esso packages uses a red that mimics the red used in the Essobottle. The right is color-coded to the sub-brand.

Esso OvalThe Esso Oval appears on all Esso front labels, in the lowerright corner. It is approximately the same height as the ‘O’ inthe Master Brand logo.


Branding Guidelines


Esso Pack – 5L Back LabelsThese specifications will help you create 5L labels.

Branding Lock-up The branding lock-up is composed of the Master Brandlogo and the sub-brand name. It is scaled at 70% of frontpanel elements and placed on a white field.

The sub-brand name is simplified. It prints without theoutline in black and does not contain a gradient.

Segment Descriptor LozengeThe segment descriptor lozenge is 100% of the MasterBrand logo. The lozenge sits to the left of the brandinglock-up. The lozenge has a black outline of .75pt. Thesegment descriptor type is 50% the height of the MasterBrand logo, and prints black.

Viscosity GradeThe viscosity grade is placed under the segment descriptorlozenge at 75% the height of the Master Brand logo. It prints black.

Product DescriptorThe product descriptor is placed under the viscosity gradeat 35% the height of the Master Brand logo. It prints black.

“Streamline” RuleThe “Streamline” rule runs down at approximately thecenter and across the lower section. It prints black with aminimum weight of .75.

Background

The color to the left and below the “Streamline” rule isbottle red. The background color used in the area formarketing copy is color coded by sub-brand.

CopyMarketing copy is positioned to the right of the streamline.Copy color may change to ensure legibility. Width of themarketing copy may be adjusted horizontally to accommo-date more copy, depending on region. Legal copy is posi-tioned to the left of the streamline. All copy is set inHelvetica Neue Condensed with +30 tracking.


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.

Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece excelente proteção em condições normais de uso e protege contra a 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 recurra a un médico. Deseche el envase y el producto en un lugar apropiado. Respete siempre las recomendaciones del fabricante de su vehículo.

Evite contato do lubrificante com a pele. Em caso de contato com os olhos,lave com água em abundância. Se ingerido, não provoque o vômito e procureum médico. Descarte a embalagem e o produto em local apropriado. Siga as recomendações do fabricante de seu veículo.

Multigrade

20W-50M O T O R O I L

API SERVICE SJ

SAE20W50

Consultas Técnicas:Argentina - 0800-88-88088Brasil - 0800-41-3776Chile - 800-200-001

Esso, Uniflo, and thelive tiger head designare trademarks ofExxon Mobil Corporationor one of its subsidiaries

ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina.ESSO Chile Petrolera Ltda., Av. Vitacura 4465, 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. Químico Responsável: J.A. Baptista, CRQ 03314340/3R. Validade: Indeterminada. Composição: Base mineral e aditivos. Ind. Brasileira. ANP 01042.

UnifloUnifloUniflo ®

Branding Lock-upScaled to 70% of front panel elements Space = 45%

Copy

Product Code

Segment Descriptor Lozenge = MBL

Segment Descriptor = 50% MBL

Viscosity Grade= 75% MBL

Product Descriptor= 35% MBL

Usage and Recycle Seals

Always positioned on lower left

portion of label

Exxon ShieldAlways positioned


Area forLegal Copy

Area forMarketing Copy

Usage and Recycle Seals Usage and recycle seals appear on lower-left portion oflabels as shown.

Exxon ShieldThe Exxon Shield appears on lower-left portion of labelsas shown to establish trademark protection.




Branding Guidelines


M O T O R O I L

HighPerformance



5 LProduct Descriptor (2) = 20% MBL



Bottle red Color Code Area




Space = 80%MBL


Label Width = X

1 L

Very HighPerformance


M O T O R O I L


Bottle Red Color Code Area







Space = 75%MBL

Segment Descriptor = 35% MBL Lozenge = 80% MBL

Icon = 350% MBL Icon = 330% MBL

Label Width = X

Esso Pack – 1L Front LabelThe following guidelines will assist you in creating 1L labels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo and the segment descriptor. It is placed on a whitebackground.

Master Brand LogoOn 1L labels, the Esso logo becomes larger in proportionto the other branding elements, at 17% the width of thelabel. This helps maintain Esso brand leverage on shelf.

Sub-brand NameUniflo is the sub-brand name. It should be sized at 80%of the height of the Master Brand logo. The sub-brandname is reduced, but still communicates clearly. It printsblack has a shadow on the lower and right edge. Anoutline of .75 overlays the type.

Segment Descriptor LozengeThe segment descriptor always follows the sub-brandname and is placed in a lozenge. Lozenge height is 80%of the Master Brand logo. The lozenge has a black outlineof .75pt. The segment descriptor type is 35% the height ofthe Master Brand logo, and prints black. The length of thelozenge may vary according to the segment descriptor.

Viscosity GradeThe viscosity grade is 50% the size of the Master Brandlogo. It is set in all cap’s Helvetica Neue Heavy Condensedwith a horizontal scale of 150%, and prints black.

Product Descriptor (1)The product descriptor (1) is 20% the size of the MasterBrand logo. It is set in all cap’s Helvetica Neue MediumExtended, with +800 tracking. It prints black.

Product UsageOne line of product usage type is 20% the size of the MasterBrand logo. It is set in Helvetica Neue Heavy Extended, inupper and lower case. It prints in Pantone® 485.

Product Descriptor (2)One line of product descriptor (2) type is 20% the size ofthe Master Brand logo. It is set in Helvetica Neue MediumExtended, in upper and lower case, and prints in Pantone®485.

“Streamline” RuleThe “Streamline” Rule always appears on the left and lowerportion of the label and prints black. It prints black with aminimum weight of .75.


Background

Backgrounds are created with a subtle gradation usinghorizontal lines that fade into the white field at the top ofthe label. The left side of the gradation on all Esso packages uses a red that mimics the red used in theEsso bottle. The right is color-coded to the sub-brand.

Esso OvalThe Esso Oval appears on all Esso front labels, in thelower right corner. It is approximately the same height asthe ‘O’ in the Master Brand logo.


Branding Guidelines


Esso Pack – 1L Back LabelThe following guidelines will assist you in creating 1L labels.

Branding Lock-up The branding lock-up is composed of the Master Brandlogo and the sub-brand name. It is scaled at 55% offront 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.

Segment Descriptor LozengeThe segment descriptor lozenge is 100% of the MasterBrand logo. The lozenge sits to the left of the brandinglock-up. The lozenge has a black outline of .75pt. Thesegment descriptor type is 50% the height of theMaster Brand logo, and prints black.

Viscosity GradeThe viscosity grade is placed under the segmentdescriptor lozenge at 75% the height of the MasterBrand logo. It prints black.

Product Descriptor The product descriptor is placed under the viscositygrade at 35% the height of the Master Brand logo.

“Streamline” RuleThe “Streamline” rule runs down the left and across thelower section. It prints black with a minimum weight of.75.

Background

The color to the left and below the “Streamline” rule isbottle red. The background color used in the area formarketing copy is color coded by sub-brand.

CopyMarketing copy is positioned to the right of the streamline. Legal copy is positioned to the bottom of thestreamline. All copy is set in Helvetica Neue Condensedwith +30 tracking.


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.

Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece excelente proteção em condições normais de uso e protege contra a formação de depósitos. É compatível com os catalisadores.


Evite contato do lubrificante com a pele. Em caso de contato com os olhos,lave com água em abundância. Se ingerido, não provoque o vômito e procureum médico. Descarte a embalagem e o produto em local apropriado. Siga as recomendações do fabricante de seu veículo.

Multigrade


API SERVICE SJ

SAE20W50

Consultas Técnicas:Argentina - 0800-88-88088Brasil - 0800-41-3776Chile - 800-200-001

Esso, Uniflo, and thelive tiger head designare trademarks ofExxon Mobil Corporationor one of its subsidiaries

ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina.ESSO Chile Petrolera Ltda., Av. Vitacura 4465, 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. Químico Responsável: J.A. Baptista, CRQ 03314340/3R. Validade: Indeterminada. Composição: Base mineral e aditivos. Ind. Brasileira. ANP 01042.

UnifloUnifloUniflo ®

Branding Lock-upScaled to 70% of front panel elements Space = 45%

Copy

Product Code

Segment Descriptor Lozenge = MBL


Viscosity Grade= 75% MBL

Product Descriptor= 35% MBL

Usage and Recycle Seals

Always positioned on lower left

portion of label



Area forLegal Copy

Area forMarketing Copy


Multigrade

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.Óleo multiviscoso de qualidade superior para motores a gasolina. Oferece excelente proteção em condições normais de uso e protege contra a formação de depósitos.É compatível com os catalisadores.


Evite contato do lubrificante com a pele. Em caso de contato com os olhos, lave com água em abundância. Se ingerido, não provoque o vômito e procure um médico. Descarte a embalagem e o produto em local apropriado. Siga as recomendações do fabricante de seu veículo.


Multigrade

API SERVICE SJ

SAE20W50

Consultas Técnicas:Argentina - 0800-88-88088

Brasil - 0800-41-3776Chile - 800-200-001

Esso, Uniflo, and thelive tiger head design

are trademarks ofExxon Mobil Corporationor one of its subsidiaries

®UnifloUnifloUnifloBranding Lock-up = 55% front panel elements

Lozenge = MBLSegment Descriptor = 50% MBLViscosity Grade = 75% MBLProduct Descriptor = 35% MBL

ESSO S.A.P.A. Della Paolera 299 - Bs.As., Argentina. ESSO Chile Petrolera Ltda., Av. Vitacura 4465, Santiago, Chile. ESSO Brasileira de Petróleo Limitada - Av. Pres. Wilson, 118, Rio de Janeiro. Representante. CGC 33.000neral e aditivos. Ind. Brasileira. ANP 01042.



Area for Marketing Copy


Copy

Product Code

Usage and Recycle Seals Usage and recycle seals appear on mid-right portion oflabels as shown.

Exxon ShieldThe Exxon Shield appears on lower-left portion of labelsas shown to establish trademark protection.




Branding Guidelines


Mobil/Mobil 1 Pack LabelsExamples shown are 4-liter and 5-liter front labels.Each design is distinctive, to help communicatedifferent product features to the consumer. Yet whenviewed together on shelf, they form a group that isreadily identifiable as the Mobil/Mobil 1 family ofproducts.

The guidelines in this section are intended to providea foundation for maximizing Mobil brand impact onshelf and maintaining the integrity of the brand onpackaging applications.

Read and follow these guidelines carefully to ensurecorrect usage of all graphic elements.


Local Mineral Diesel

Diesel

Mineral PremiumMineral

Semi-Synthetic

Fully Synthetic

Branding Guidelines


Mobil Master Brand –Branding ElementsMaster Brand LogoThe Master Brand logo always appears as the first andmost prominent element on the label and is alwaysplaced horizontally. On any label that prints color, theMaster Brand must always appear in Pantone® 485and Pantone® 293 on a white field. It must never berotated on an angle, and never be scaled dispropor-tionately. Never print the logo over any pattern.

IconThe Pegasus “Flying Horse” appears only on the backlabel of all Mobil brand products. Use the Pegasus infull color, always facing right. The head must be hori-zontal. It must never change color, or be scaled dispro-portionately. The minimum allowable diameter of theenclosing circle is 19 mm (.75”).

Cropped “o” This element serves to reinforce the Mobil MasterBrand and in some cases, highlight an illustration. Thecropped “o” may appear as an arc where space islimited. If printing against a color background, a whitetrap is needed to separate the ‘o’ from the background.

In many instances, the Mobil ‘o’ is cropped on the rightside. The top, bottom and left side of the ‘o’ are nevercropped. The maximum allowable crop is 34% of the ‘o’width. The minimum allowable crop is 17% of the ‘o’ width.

Mobil Font The Mobil Master Brand has a font that is distinctiveand proprietary. It serves to strengthen the brandingon packaging. It must only be used on Mobil products.

It must not be distributed to any third-party vendorswithout permission from ExxonMobil Lubricants andSpecialties.



Pantone485

Pantone293

MBL

19mm / .75"

Master Brand Logo

Pegasus Icon

Mobil Font

Pantone485

Cropped “o”

The full red ‘o’ may be used with the oil illustration insome markets. See Mobil Product – Illustrations.

17%

Cropped ‘o’ Arc

Maximum ‘o’ image: 34% Minimum ‘o’ image: 17%

Branding Guidelines


Mobil Product – Branding ElementsThese elements support the Master Brand logo and communicate important information to the consumer. Givenparticular regional requirements, the order and size may vary.

Sub-brand NameThe sub-brand name immediately follows the MasterBrand logo. On all labels, the capital letter on the sub-brand name is 60% the height of the Master Brand logo.The font is Mobil Regular with a 95% – 110% horizontalscale. It is printed black on a white field and has a whiteoutline and drop shadow.

Segment DescriptorThe segment descriptor, when applicable, always followsthe sub-brand name on all Mobil products. It is 25% theheight of the Master Brand logo. It prints Pantone® 485 or50% Pantone® Pro Black on a white field. (See MobilProduct – Regional Tiering). It is set in HelveticaCondensed Bold with a 95% horizontal scale.

Diesel DesignatorThe diesel designator, when applicable, always follows thesegment descriptor. It is 60% the height of the MasterBrand logo and printed white with a black outline and dropshadow. It is set in Helvetica Condensed Bold with a 110%horizontal scale for the Capital ‘D‘ and remaining letterswith a 105% horizontal scale.

Viscosity Grade The viscosity grade is 35% the height of the Master Brandlogo. It is set in all cap’s Helvetica Condensed Bold with a90% horizontal scale, has a .25 outline and prints whiteon a color or black background.

Product DescriptorThe product descriptor follows the viscosity grade and is15% the height of the Master Brand logo. It is set inHelvetica Condensed Bold with a 90% horizontal scale,and prints white on a color or black background.


Semi-Synthetic

SAE 10W-40SAE 10W-40

Extra PerformanceExtra Performance

MB logo

35% MBL

60% MBL

25% MBL

15% MBL

60% MBL

Master Brand Logo

Sub-brand Name

Viscosity Grade

Product Descriptor

Segment Descriptor

Diesel Designator

Pantone485

Pantone293

Pantone485

PantonePro Black 50%


Elements are sized a percentage of the Master Brand logo. Givenparticular regional requirements, size and order of elements may vary.

Branding Guidelines


Mobil Product –IllustrationsIllustrations serve to communicate important informa-tion to the consumer and add richness to the label onshelf. For Mobil packaging, the use of illustration alsofunctions to differentiate one product from another andprovide relevance to various consumer groups in aglobal market.

Each illustration lock-up has two elements: the producttier illustration and the cropped Mobil ‘o’. Neither elementis to be used individually. The illustrations on Mobil frontlabels are always positioned in the lower right quadrantof the label. They should not be flopped horizontally orscaled disproportionately.

These illustrations are specific to PVL and may not beused by other lines of business or categories.

Oil Illustration (Limited Use)The oil illustration inside the Mobil ‘o’ is used in certainmarkets to represent the local mineral tier of Mobilproducts. If printing against a color background, awhite trap is needed to separate the ‘o’ from the back-ground. The illustration is completely contained withinthe Mobil ‘o’.

Piston IllustrationsThe Piston illustrations are used in all tiers and alwaysappear in the lower right portion of the label, breakingout of the Mobil ‘o’ on the left-hand side. (See MobilProduct – Regional Tiering). These various illustrationscommunicate different levels of ‘protection’ asrendered by the use or lack of molecules and theirrelationship to the piston; (A) communicating the lowerlevel, (B) the mid, and (C) the highest. When the ‘o’ iscropped from the right side, the piston illustrationsmay be cropped minimally from the right side as well.


Product Tier Illustrationswithin the Mobil ‘o’

Oil Illustration Piston Illustration (A)

Piston Illustration (B) Piston Illustration (C)

Branding Guidelines


Mobil Product –BackgroundsThese backgrounds serve to further differentiateone product from another on shelf and provide avisual anchor for typography and illustration.

These backgrounds are specific to PVL and maynot be used by other lines of business or categories.

Local and Better MineralBackground (A) is linked to the oil illustration orpiston illustration (A), representing the local andbetter mineral products, and is created as a smoothgradation from dark to light. The color values willvary according to the product and region.

Premium MineralBackground (B) is linked to the piston illustration(B), representing the premium mineral products,and is created using straight, angled lines breakingthrough the back gradation. The colors and valueswill vary according to the product and region.

Semi-Synthetic Background (C) is linked to the piston illustration(C), representing the semi-synthetic products, andis created using spherical lines breaking throughthe back gradation. The color values will varyaccording to the product and region.



Background (A)Local and Better Mineral

Background (B)Premium Mineral

Background (C)Semi-Synthetic

Pantone293

Pantone2995

Pantone660

Pantone2738

Pantone877

PantonePro Black

Branding Guidelines


Mobil Product –Regional TieringShown here are samples of the regional tiering levelswithin the mineral and semi-synthetic viscositygroups.

Note that the backgrounds, sub-brand names and illustrations change to reflect the range of productsfrom good to best within the viscosity, according tothe specific region. All mineral products are packagedin silver bottles with either a blue or silver cap. All ofthe semi-synthetic products are packaged in silverbottles with silver or charcoal caps. Diesel productsmay use a silver or black cap.

Contact your Global PVL Technical Advisor for theappropriate product schematic.



Mineral Semi-Synthetic

Good

Better

Best

Pantone293

Pantone2995

Pantone293

Pantone2995

Pantone660

Pantone2738

Pantone877

PantonePro Black

Pantone877

PantonePro Black

Branding Guidelines


Mobil Pack – 5L Front LabelsThese specifications will help you create 5L labels. For4L labels, maintain the same proportions for elementsbut reduce elements to 90%.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo, the sub-brand name, and when applicable, thesegment descriptor.

Master Brand LogoThe Master Brand logo is the most prominent elementon the label. It always appears horizontally on a whitefield. The height of the “M” in Mobil is approximately15% of the overall width of the 5L label.

Sub-brand NameThe capital letter in the sub-brand name is 60% theheight of the Master Brand logo.

Segment DescriptorWhen applicable, the segment descriptor follows the sub-brand name. The type is 25% of the height of the MasterBrand logo. It prints, depending on tiering, Pantone® 485or 50% Pantone® Pro Black on a white field.

Viscosity GradeThe viscosity grade is 35% of the height of the MasterBrand logo.

Product DescriptorOne line of the product descriptor type is 15% the heightof the Master Brand logo. It prints white on a color orblack background.

IllustrationsIllustrations are placed in the lower-right quadrant andbreak through the background field at the top. Whenthe ‘o’ is cropped from the right side, the piston illustra-tions may be cropped minimally from the right side aswell. Choose the proper illustration according to yourcategory.


5 L5 L

SAE 10W-40SAE 10W-40SAE 10W-40

Semi-Synthetic

SAE 10W-40SAE 10W-40Superior Engine Oil for Extra High Performance and Protection

Superior Engine Oil for Extra High Performance and Protection

Superior Engine Oil for Superior Engine Oil for Extra High Performance Extra High Performance and Protectionand Protection

5 L5 L

Label Width = X

Lab

el H

eig

ht=

Y H

eig

ht=

40

Y




Product Descriptor = 15% MBL

Space = 30%MBL

Space = 25%MBL


Space = 25%MBL

Label Width = X

Super XHP Super S

BackgroundThe height of the background should be 40% of theheight of the label. Choose the proper backgroundaccording to your category. The color values may varyaccording to the product and region.


Branding Guidelines


REGISTERED TRADEMARKS OF:EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYPETROLEUM SPECIALTIES COMPANYA DIVISION OF EXXON MOBIL CORPORATIONA DIVISION OF EXXON MOBIL CORPORATIONFAIRFAX, VIRGINIA 22037-0001 MADE IN USA

• Excellent engine wear protection• Improved oil consumption• For all gasoline and diesel engines

• Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt• Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcn• Envfjkeh m kjvblidfgsh mvflnlvbnb

• Envfjkeh m kjvblidfgsh mvflnlvbn gbtfdabt• Imviroengvrfndovh mvkflngto nblkdf mvrnbturlsvbn lxcnb

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. Thncjfvnsklndv dcenk nfrlbnvvbd.

NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml grlem vmxlellgmg sniegf. Thncjfvnsklndv dcenk bfryjhgtlrsl

SAE15W-40

API S

ERV

ICE CH-4,CG-4,CF-4,CF/SJ

DON’T POLLUTE: Conserve resources. Return used oil to collection centers.

NCVUD KXDNGIRNMV: Jncflnavlnmclm movmsrv nmkand mml vmxlellgmg sniegf.

MOBIL Super S is a super performance multigrade engine oil which extends engine life in all conditions.

NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc mrfio ctosv frog wrkgek mbt;emmldvmrgr ;ofjkg;toujv vrtgbbt.

NMCLE MCKLEFHGL ljfhvru nucwsenclniw ncerkwc

®

Mineral Technology

SuperBranding Lock-up Scaled to 45% front panel elements

Copy

Pegasus Logo & Contact InfoPositioned on lower portion of label and acompanied by registration mark and address

Usage & Recycle SealsAlways positioned inlower left portion of label

Bottom Panel Gradation Background:Corresponds with front panel color-coding

Product Code

Area for Legal andMarketing Copy

Mobil Pack – 5L Back LabelThese specifications will help you create 5L labels. For 4Llabels, maintain the same proportions of graphic elementsas 5L labels, but reduce elements to 90%.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo, the sub-brand name, and when applicable, thesegment descriptor. It is scaled to 45% of front-panelelements.

CopyMarketing copy is positioned under the branding lock-up.Legal copy is positioned beneath it. All copy is set inHelvetica Condensed.

Usage and Recycle SealsUsage and recycle seals are positioned on lower-leftportion of 5L labels.

IconThe Pegasus “Flying Horse” appears only on backlabels. Use the Pegasus in full color, always facing right.The head must be horizontal. It must never change color,or be scaled disproportionately. The minimum allowablediameter of the enclosing circle is19 mm.

Contact InformationThe contact information is placed to the right of thePegasus and is set in Helvetica Neue Bold Condensed.

Product CodeThe product code may be placed vertically or horizontally.Regional printing requirements will dictate the orientation.

BackgroundThe background contains a gradation that correspondswith front panel color.


Legal CopyAll technical, trademark and marketing language mustbe reviewed by regional/local technical and legalcouncil. Please make sure to incorporate the followingtrademark language: “X, Y and Z” are trademarks ofExxon Mobil Corporation or one of its subsidiaries.

For Mobil Diesel back labels, modifythese elements accordingly.

Branding Guidelines


Mobil Pack – 1L Front LabelThe following guidelines will assist you in creating 1Llabels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo, the sub-brand name, and when applicable, thesegment descriptor.

Master Brand LogoOn 1L labels, the Mobil logo becomes larger in propor-tion to the other branding elements, at 25% the widthof the label. This helps maintain Mobil brand leverageon shelf.


Segment DescriptorWhen applicable, the segment descriptor follows the sub-brand name. The type is 25% of the height of the MasterBrand logo. It prints, depending on tiering, Pantone® 485or 50% Pantone® Pro Black on a white field.

Viscosity GradeThe viscosity grade is 35% of the height of the MasterBrand logo.



5 L5 L

®



Semi-Synthetic

1 L1 L

SAE 10W-40SAE 10W-40SAE 10W-40

®

Superior Engine Superior Engine Oil for Extra High Oil for Extra High Performance Performance and Protectionand Protection


Semi-Synthetic

Label Width = X

Lab

el H

eig

ht=

Y

Bkg

d h

eig

ht =

50%

Y

Master Brand Logo (MBL) = 25% X

Sub-brand name = 60% MBL Space = 30% MBL




Lab

el H

eig

ht=

Y

Bkg

d b

ase

= 4

0% Y





Space = 30%MBL

Segment Descriptor = 25% MBL Space = 25%MBL

Space = 25% MBL

Label Width = X

Space = 25% MBL Space = 25%MBL

IllustrationsIllustrations appear in the lower right quadrant of the labeland break through the background at top. In order to main-tain continuity between labels, no repositioning of the innerillustration is allowed. The Mobil ‘o’ may be reduced in sizeand cropped to a greater degree, as long as the maximumcrop amount does not exceed 35% of the ‘o’. Choose theproper illustration according to your category.

BackgroundThe background height should be 40% of the height ofthe label. Choose the proper background according toyour category. The color values may vary according tothe product and region.


Branding Guidelines


REGISTERED TRADEMARKS OF:REGISTERED TRADEMARKS OF:EXXONMOBIL LUBRICANTS & EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYA DIVISION OF EXXON MOBIL CORPORATIONA DIVISION OF EXXON MOBIL CORPORATIONFAIRFAX, VIRGINIA 22037-0001 MADE IN USAFAIRFAX, VIRGINIA 22037-0001 MADE IN USA







SAE15W-40

API S

ERV




MOBIL Super S is a super performance multigrade engine oil which extends engine life in all conditions.



®

Mineral Technology

Super

Registered Trademarks® Marcas RegistradasEXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYA DIVISION OF EXXON MOBIL CORPORATIONFAIRFAX, VIRGINIA 22037-0001 MADE IN THE USA

M-2675-YP

Questions or comments?Call 1-800-ASK MOBIL or visit us at

www.Mobil.com

SAE 10W-30MOTOR OIL

®

Mineral Technology

Super

Branding Lock-up Scaled to 45% front panel elements

Copy

Pegasus Logo & Contact InfoPositioned on lower portion of label and acompanied by registered mark and address





Branding Lock-up Scaled to 45% front panel elements


Product Code

Copy


Mobil Pack – 1L Back LabelThe following guidelines will assist you in creating 1Llabels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo, the sub-brand name, and when applicable, thesegment descriptor. It is scaled to 45% of front panelelements.

CopyMarketing copy is positioned under the branding lock-up.Legal copy is positioned at the lower-left of the label. Allcopy is set in Helvetica Condensed.

Usage and Recycle SealsUsage and recycle seals are positioned at the mid-rightof 1L labels.






Legal CopyAll technical, trademark and marketing languagemust be reviewed by regional/local technical andlegal council. Please make sure to incorporate thefollowing trademark language: “X, Y and Z” aretrademarks of Exxon Mobil Corporation or one of itssubsidiaries.

Branding Guidelines


®



Semi-Synthetic

DieselDiesel

5L5L

Label Width = X

Lab

el H

eig

ht=

Y

Hei

ght

= 4

0% Y



Diesel Designator= 60% MBL



Space = 30%MBL

Space = 30%MBLSegment Descriptor = 25%MBL

Space = 30%MBL

Space = 65%MBL

Mobil Diesel Pack – 5L Front LabelThese specifications will help you create 5L labels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo, the sub-brand name, and, when applicable, thesegment descriptor.

Master Brand LogoThe Master Brand logo is the most prominent elementon the label. It always appears on a white field. Theheight of the “M” in Mobil is approximately 15% of theoverall width of the 5L label.


Segment DescriptorThe segment descriptor follows the sub-brand name.The type is 25% of the height of the Master Brand logo.It prints, depending on tiering, Pantone® 485 or 50%Pantone® Pro Black on a white field.

Diesel DesignatorThe diesel designator, when applicable, always followsthe segment descriptor. It is 60% the height of theMaster Brand logo and printed white with a black outlineand drop shadow.

Viscosity GradeThe viscosity grade is 35% of the height of the MasterBrand logo, and prints white with a .25 black outline.


IllustrationsIllustrations appear in the lower right quadrant of thelabel and break through the background at top. In orderto maintain continuity between labels, no repositioningof the inner illustration is allowed. The Mobil ‘o’ may bereduced in size and cropped to a greater degree, aslong as the maximum crop amount does not exceed35% of the ‘o’. Choose the proper illustration accordingto your category.

BackgroundThe background height should be 40% of the height ofthe label. Choose the proper background according toyour category. The color values may vary according tothe product and region.


For back label template, seeMobil Pack – 5L Back Label

Branding Guidelines


MB logo

55% MBL

220% MBL300% MBL

10W-30

SuperSyn™

Madewith

807008/J1

10W-W-3030

SuperSyn™

Madewith

807008/J110W-30

SuperSyn™

Madewith

807008/J1

15% MBL

20% MBL

45% MBL 35% MBL

Turbo DieselTurbo DieselTurbo Diesel

Ultimate High Performance Motor Oil

10W-30

807008/J1

®


Viscosity Grade

Sub-brand Icon


Pantone485

Pantone293

Master Brand Logo

Pantone8641

Pantone877

Pantone8641

Diesel Designator

Product Descriptor (2)One line of product descriptor (2) text is 20% the height ofthe Master Brand logo. It is set in Helvetica Neue BoldCondensed with a 90% horizontal scale. The second line,when applicable, is set in Helvetica Neue MediumCondensed, with a 90% horizontal scale. Both lines shouldprint white with a black outline of .25, and a drop shadow.

Mobil 1 Product –Branding ElementsSub-brand IconThe 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: theblack box background, the gradated silver beveled ‘1’ andthe gold and silver motion arcs. The box prints black witha soft white drop shadow to separate it from the back-ground. It is 300% the height of the Master Brand logo.The beveled ‘1’ is 220% the height of the Master Brandlogo and is centered within the box. The motion arcs arealways to the left of the beveled ‘1’ within the box. Theicon must never be rotated on an angle, and never bescaled disproportionately.

Diesel DesignatorThe diesel designator, when applicable, follows the sub-brand icon. It is 55% the height of the Master Brand logoand prints white with a black outline and drop shadow. Itis set in Helvetica Condensed Bold.

Product Descriptor (1)The product descriptor (1) is set in Helvetica Neue BoldCondensed with a 95% horizontal scale. One line of theproduct descriptor text is 15% the height of the MasterBrand logo.

Viscosity Grade The viscosity grade is 35% the height of the MasterBrand logo. It is set in all cap’s Helvetica CondensedBold with a 90% horizontal scale, and it prints white in aPantone® 8641 band with a .25 black outline. The bandis 45% the height of the Master Brand logo.

Marketing Copy

PantonePro Black


Branding Guidelines


Mobil 1 Product –BackgroundsThese backgrounds serve to differentiate one productfrom another on shelf and provide a visual anchor fortypography and illustration.

These backgrounds are specific to PVL and may not beused by other lines of business or categories.

Mobil 1Two Pantone® 8641 options are available for Mobil 1.The mostly gold label represents the highest level ofprotection. Both backgrounds are placed on whitebottles with either a gold or silver cap.

Mobil 1 Turbo DieselFor Mobil 1 Turbo Diesel, use background of blackwith tints of Pantone® 877 and Pantone® 8641. Thelabel is placed on a white bottle with a charcoal cap.


Background (A)Mobil 1 – High level of protection

Background (B)Mobil 1 – Higher level of protection

Background (C)Mobil 1 – Turbo Diesel

Pantone8641

Pantone2738

Pantone877

PantonePro Black

Pantone8641

Pantone877

PantonePro Black

Pantone8641


Branding Guidelines


Mobil 1 Product –Regional TieringShown here are samples of the regional tiering levelswithin the fully synthetic product line.

Note that the backgrounds and sub-brand iconschange to reflect a range of products from good tobest within a viscosity, according to the specificregion. All of the fully synthetic products are in silverbottles with gold or silver caps. Diesel products arepackaged in silver bottles with black caps.

Contact your Global PVL Technical Advisor for theappropriate version.



Fully Synthetic

Good

Best

Pantone877

Pantone8641

PantonePro Black

Pantone8641

PantonePro Black

Branding Guidelines


Mobil 1 Pack – 5L Front LabelsThese specifications will help you create 5L labels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo and the sub-brand icon.

Master Brand LogoThe Master Brand logo always appears on a white orlight field. The height of the “M” in Mobil is approxi-mately 15% of the overall width of the 5L label.

Sub-brand IconThe sub-brand icon box should be sized at 300% ofthe height of the Master Brand logo. It prints black witha soft white drop shadow to separate it from the back-ground. The beveled ‘1’ is centered in the square andis 220% of the height of the Master Brand logo. Themotion arcs are always to the left of the beveled ‘1’within the box.

Marketing CopyThe marketing copy is placed right of the sub-brandicon. If space is not available, it is placed in theportion of the label above the Master Brand logo,within the top color background.

Contact your Global PVL Technical Advisor for sizingand copy.

Product Descriptor (1)The product descriptor (1), when applicable, is placedabove the marketing copy. One line of the productdescriptor text is 15% the height of the Master Brandlogo.

Viscosity Grade BandThe viscosity grade band is 45% of the height of theMaster Brand logo. The viscosity grade type is 35% theheight of the Master Brand logo.


10W-30

807008/J1807008/J15L

0W-40

807008/J1807008/J15L

Ultimate High Performance Motor Oil

Lab

el H

eig

ht=

Y


Viscosity Grade Band = 45% MBL


Space = 10%MBL

Space = 20%MBL

220% MBL


Marketing CopyArea

Label Width = X

Product Descriptor (1)= 15%MBL

Product Descriptor (2)= 20% MBL

Sub-brand Icon = 300% MBL

Label Width = X

Product Descriptor (2)The product descriptor (2), when applicable, always followsthe viscosity grade. One line of text is 20% the height of theMaster Brand logo. It should print white with a black outlineof .25, and a drop shadow.

BackgroundChoose the proper background according to your category.The color values may vary according to the product andregion.


Branding Guidelines


REGISTERED TRADEMARKS OF:REGISTERED TRADEMARKS OF:EXXONMOBIL LUBRICANTS & EXXONMOBIL LUBRICANTS & PETROLEUM SPECIALTIES COMPANYPETROLEUM SPECIALTIES COMPANYA DIVISION OF EXXON MOBIL CORPORATIONA DIVISION OF EXXON MOBIL CORPORATIONFAIRFAX, VIRGINIA 22037-0001 MADE IN USAFAIRFAX, VIRGINIA 22037-0001 MADE IN USA







SAE15W-40

API S

ERV




®

MOBIL 1 is the ultimate fully synthetic motor oil for all gasoline and diesel engines.



Label Width = X

MBL = 35% X

Copy




Product Code


Mobil 1 Pack – 5L Back LabelThese specifications will help you create 5L labels.

Mobil 1 LogoThe Mobil 1 logo is simplified: the motion arcs are elimi-nated and the solid numeral ‘1’ knocks out of the blackbox to white. The black box height is equal to the heightof the ‘M’ in Mobil. The Mobil 1 logo is 35% the width ofthe label.

CopyMarketing copy is positioned under the sub-brand lock-up.Legal copy is positioned beneath it. All copy is set inHelvetica Condensed.

Usage and Recycle SealsUsage and recycle seals are positioned on lower-leftportion of 5L labels.






Legal CopyAll technical, trademark and marketing languagemust be reviewed by regional/local technical andlegal council. Please make sure to incorporate thefollowing trademark language: “X, Y and Z” aretrademarks of Exxon Mobil Corporation or one of itssubsidiaries.

For Mobil 1 Diesel Back Labels,modify these elements accordingly.

Branding Guidelines


807008/J1807008/J15L10W-30


Viscosity Grade Band = 45% MBL

Diesel Descriptor = 55% MBL

Space = 10%MBL

Space = 20%MBL

220% MBL


Label Width = X

Sub-brand Icon = 300% MBL Marketing Copy

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Mobil 1 Diesel Pack – 5L Front LabelThese specifications will help you create 5L labels.

Branding Lock-upThe branding lock-up is composed of the Master Brandlogo and the sub-brand icon.

Master Brand LogoThe Master Brand logo always appears on a white orlight field. The height of the “M” in Mobil is approxi-mately 15% of the overall width of the 5L label.

Sub-brand IconThe sub-brand icon box should be sized at 300% ofthe height of the Master Brand Logo. It prints black witha soft white drop shadow to separate it from the back-ground. The beveled ‘1’ is centered in the square and is220% of the height of the Master Brand Logo. Themotion arcs are always to the left of the beveled ‘1’within the box.

Marketing CopyThe marketing copy is placed right of the sub-brandicon. If space is not available, it is placed in theportion of the label above the Master Brand logo,within the top color background.

Contact your Global PVL Technical Advisor for sizingand copy.

Diesel DesignatorThe diesel designator follows the sub-brand icon. It is55% the height of the Master Brand logo and printswhite with a black outline and drop shadow.

Viscosity Grade BandThe viscosity grade band is 45% of the height of theMaster Brand logo and prints black. The viscositygrade type is 35% the height of the Master Brand logoand prints white.

BackgroundChoose the proper background according to your category.The color values may vary according to the product andregion.


For back label template, see Mobil 1 Pack – 5L Back Label

pvl packaging

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