US Retail Site Image Handbook

February 2011

Reta

il S

ite

Imag

e S

tan

dard

sE

xxo

n

Exx

on R

etai

l Site

Im

age

Sta

ndar

dsTab

le o

f C

on

ten

ts

Gu

idin

g P

rin

cip

les

Desig

n C

on

sid

era

tio

ns

Main

Id

en

tifi

cati

on

Sig

n (

MID

)C

an

op

yF

uelin

g A

rea

Backco

urt

Exte

rio

rs(C

-Sto

re, C

ar

Wash

& B

ays)

Oth

er

Fo

reco

urt

Ele

men

tsS

up

plier

Co

nsid

era

tio

ns

Reso

urc

es

1.1

.11.1

.21.2

.11.3

.11.4

.11.5

.1

1.6

.11.7

.11.7

.2

Exx

on R

etai

l Site

Im

age

Sta

ndar

dsG

uid

ing

Pri

ncip

les

Th

is t

oo

lkit

is d

esig

ned

to

make E

xxo

nb

ran

ded

sit

es a

ttra

cti

ve, b

rig

ht,

well

mark

ed

, an

d q

uic

kly

reco

gn

izab

le f

or

ap

osit

ive c

usto

mer

exp

eri

en

ce.

Imag

e s

tan

dard

s s

pelled

ou

t in

th

is

do

cu

men

t are

to

en

su

re t

hat

the m

ost

vis

ible

ele

men

ts o

f a R

eta

il s

ite p

rop

erl

yre

pre

sen

t th

e E

xxo

n b

ran

d a

nd

su

pp

ort

bu

ild

ing

a s

usta

inab

le, d

iffe

ren

tiab

le,

co

mp

eti

tive a

nd

pro

fita

ble

bra

nd

eq

uit

y.

Th

ey f

ocu

s o

n f

ou

r p

rim

ary

ele

men

ts:

Th

e M

ain

Id

en

tifi

cati

on

Sig

n (

MID

),C

an

op

y &

Fascia

, F

uelin

g A

rea a

nd

B

ackco

urt

Bu

ild

ing

Exte

rio

rs.

• •

1.1.

1

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

1.2

Desig

n C

on

sid

era

tio

ns

Th

e t

oo

lkit

ou

tlin

ed

bo

th t

he

“M

inim

um

” r

eta

il im

ag

e s

tan

dard

s

as w

ell a

s t

he “

Reco

mm

en

ded

”

sta

nd

ard

s. It

sh

ou

ld b

e n

ote

d t

hat,

wh

ile a

ccep

tab

le f

rom

th

e d

esig

n

pers

pecti

ve, th

e “

Min

imu

m” s

tan

dard

sm

ay o

r m

ay n

ot

be a

deq

uate

to

co

mp

ete

wit

h m

ajo

r co

mp

eti

tors

in

vari

ou

s m

ark

ets

.

Th

e s

tan

dard

s s

pelled

ou

t in

th

e

“R

eco

mm

en

ded

” c

olu

mn

of

this

to

olk

itare

th

ose t

hat

follo

w t

he m

ost

recen

tly

pre

scri

bed

Exxo

nM

ob

il d

esig

n w

hic

hw

ere

cre

ate

d t

o c

om

pete

dir

ectl

y w

ith

majo

r co

mp

eti

tio

n in

a m

ark

etp

lace.

• •

Th

is t

oo

lkit

do

es n

ot

ad

dre

ss o

ther

imag

e r

ela

ted

are

as t

hat

co

ntr

ibu

te

to t

he o

vera

ll c

usto

mer

exp

eri

en

ce

at

the s

ite lik

e:

bu

ild

ing

in

teri

ors

, cu

sto

mer

serv

ice s

tan

dard

s, R

eta

ilP

OS

sp

ecif

icati

on

s, u

nif

orm

s, etc

.

•

Defi

nit

ion

The

MID

is th

e m

ost v

isib

le e

lem

ent o

n a

site

di

spla

ying

the

bran

d na

me.

The

MID

Sig

n sy

stem

di

spla

ys a

n ill

umin

ated

Exx

on e

mbl

em, p

rice

mod

ule

and

anci

llary

mod

ule.

Key C

on

sid

era

tio

ns

The

use

of a

t lea

st o

ne s

tree

t sig

n (F

lag,

Tw

in P

ole

or

mon

umen

t) r

ecom

men

ded

at e

ach

Exx

on b

rand

ed r

etai

lau

to fa

cilit

y. T

he F

lag

Pol

e de

sign

is th

e re

com

men

ded

optio

n fo

r ne

w s

ign

inst

alla

tions

. The

exi

stin

g tw

in p

ole

syst

em c

an r

emai

n w

hen

retr

ofitt

ing

exis

ting

sign

s.

Util

ize

the

Mon

umen

t sig

n on

ly w

hen

ther

e ar

e lo

cal

rest

rictio

ns p

rohi

bitin

g us

e of

a F

lag

Pol

e sy

stem

.

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

2.1

Main

Id

en

tifi

cati

on

Sig

n (

MID

)

Exi

stin

g S

tyle

Fla

g S

tyle

Co

mp

on

en

tM

inim

um

R

eco

mm

en

dati

on

Gen

era

l G

uid

an

ce

Sit

es w

ith

ou

t M

ID1

Non

eF

lag

Sty

le

Sit

es w

ith

MID

2E

xist

ing

Sty

leE

xist

ing

Sty

le

NT

I / D

&R

/ N

ew

MID

F

lag

Sty

leF

lag

Sty

le

Illu

min

ati

on

For

ecou

rt B

rand

All

Com

pone

nts

Pho

toce

ll S

enso

rs

Hie

rarc

hy

Fo

reco

urt

Bra

nd

Top

Pos

ition

Top

Pos

ition

Backco

urt

Bra

nd

Non

eD

irect

ly B

elow

For

ecou

rt B

rand

Pri

ce

Mee

t Loc

al M

arke

t Req

uire

men

ts

Mee

t Loc

al M

arke

t Req

uire

men

tsD

irect

ly B

elow

Bac

kcou

rt B

rand

An

cilla

ry P

an

els

Exis

tin

g M

IDE

xist

ing

Hie

rarc

hyE

xist

ing

Hie

rarc

hy

New

MID

Bel

ow P

rice

Sig

n B

elow

Pric

e S

ign

Pan

el S

ize

per

Exx

on S

peci

ficat

ions

Pan

el S

ize

per

Exx

on S

peci

ficat

ions

G

raph

ics

for

Exx

on O

ffers

G

raph

ics

for

Exx

on O

ffers

Pri

ce S

ign

Mech

an

ics

Exi

stin

g M

echa

nics

P

laca

rd o

r LE

Ds

Sp

ecif

icati

on

sE

xxon

Tra

dem

ark

Com

pone

nts

and

Gra

phic

s E

xxon

Tra

dem

ark

Com

pone

nts

and

Gra

phic

s S

tand

ards

, Col

umn/

Fra

min

g C

olor

Sta

ndar

ds, C

olum

n/F

ram

ing

Col

or

Lo

cati

on

/Ori

en

tati

on

Non

eP

erpe

ndic

ular

to M

ajor

Tra

ffic

Main

ten

an

ce

an

d R

ep

air

Rep

lace

Exx

on B

rand

ed F

aces

if

Rep

lace

Exx

on B

rand

ed F

aces

if

Fad

ed o

r D

amag

edF

aded

or

Dam

aged

Ref

resh

Pai

ntin

gR

efre

sh P

aint

ing

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

2.2

Main

Id

en

tifi

cati

on

Sig

n (

MID

)

Gui

delin

es

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

2.3

Main

Id

en

tifi

cati

on

Sig

n (

MID

)

Pan

el H

iear

chy

Exi

stin

g S

tyle

Fla

g S

tyle

For

ecou

rtB

rand

Bac

kcou

rt

Bra

nd

Pric

e P

anel

s

Anc

ilary

O

ffers

For

ecou

rtB

rand

Pric

e P

anel

s

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

2.4

Main

Id

en

tifi

cati

on

Sig

n (

MID

)

Spe

cific

atio

ns

Fla

g S

tyle

(T

ype

B)

Anc

illar

y P

anel

s (T

ype

B)

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

2.5

Main

Id

en

tifi

cati

on

Sig

n (

MID

)

Spe

cific

atio

ns

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

3.1

Can

op

y

Defi

nit

ion

The

can

opy

perf

orm

s th

ree

basi

c fu

nctio

ns:

1) It

hel

ps s

igna

l the

pre

senc

e of

an

Exx

on b

rand

ed lo

catio

n 2)

It p

rote

cts

cust

omer

s fr

om th

e el

emen

ts3)

It p

rovi

des

illum

inat

ion

for

the

fuel

ing

area

Key C

on

sid

era

tio

ns

Illum

inat

ion

of th

e ca

nopy

logo

is r

equi

red.

Illu

min

atio

npr

ovid

es a

vis

ual b

rand

iden

tity

at n

ight

.

For

the

fasc

ia, t

he m

inim

um r

equi

rem

ent i

s to

hav

e 2D

non

-illu

min

ated

. The

hei

ght o

f the

can

opy

fasc

ia

band

sho

uld

be 2

/3 r

ed w

ith 1

/3 w

hite

. Opt

iona

l 3D

illu

min

ated

fasc

ia is

ava

ilabl

e th

roug

h th

e N

etw

ork

of Q

ualif

ied

Sup

plie

rs.

3D Il

lum

inat

ed F

asci

a2D

Non

-Illu

min

ated

Fas

cia

1E

xist

ing

2D fa

scia

s w

ith 2

/3 r

ed –

1/3

whi

te.

2W

hen

upgr

adin

g or

inst

allin

g H

ID d

ownl

ight

ing,

set

initi

al li

ght l

evel

s hi

gher

to c

ompe

nsat

e fo

r H

ID la

mp

degr

adat

ion

over

tim

e.

Co

mp

on

en

tM

inim

um

R

eco

mm

en

dati

on

Gen

era

l G

uid

an

ce

Sit

es w

ith

ou

t C

an

op

y3

Non

eIn

stal

lS

ites w

ith

Can

op

y4

Exi

stin

g S

tyle

Exi

stin

g S

tyle

NT

I / D

&R

Inst

all

Inst

all

Fascia

Desig

nP

ropr

ieta

ry T

rade

Dre

ss =

P

ropr

ieta

ry T

rade

Dre

ss =

2/

3 R

ed, 1

/3 W

hite

2/

3 R

ed, 1

/3 W

hite

Lo

go

Pla

cem

en

tP

rom

inen

tly P

lace

d in

Des

igna

ted

Loca

tions

Pro

min

ently

Pla

ced

in D

esig

nate

d Lo

catio

ns

Illu

min

ati

on

Lo

go

Illum

inat

edIll

umin

ated

Fascia

Exis

tin

g 3

DM

aint

ain

Illum

inat

ion

Mai

ntai

n Ill

umin

atio

nE

xis

tin

g 2

D1

Non

Illu

min

ated

Non

Illu

min

ated

NT

Is &

D&

R2D

Non

Illu

min

ated

3D Il

lum

inat

edU

nd

er

Can

op

y L

igh

tin

gD

ownl

ight

ing2

≥ 1

00 L

uxLE

D d

ownl

ight

ing

> 20

0 Lu

xM

easu

red

1 m

eter

off

the

grou

nd a

nd

Mea

sure

d 1

met

er o

ff th

e gr

ound

and

1/2

met

er fr

om e

ach

disp

ense

r1/

2 m

eter

from

eac

h di

spen

ser

Saf

e an

d fu

nctio

nal s

prea

der

boxe

s m

ay r

emai

nN

o sp

read

er b

oxes

or

uplig

htin

gM

&R

pra

ctic

es to

mai

ntai

n st

anda

rds

M&

R p

ract

ices

to m

aint

ain

stan

dard

s(i.

e. r

e-la

mp

whe

n <

100

Lux)

Sp

ecif

icati

on

sE

xxon

Tra

dem

ark

Com

pone

nts,

E

xxon

Tra

dem

ark

Com

pone

nts,

C

olum

n C

olor

, Dis

pens

er N

umbe

ring

Col

umn

Col

or, D

ispe

nser

Num

berin

g

Layo

ut

an

d C

on

fig

ura

tio

nN

one

Opt

ions

ava

ilabl

e

Main

ten

an

ce

an

d R

ep

air

Rep

lace

Tra

dem

ark

Com

pone

nts

if R

epla

ce T

rade

mar

k C

ompo

nent

s if

Fad

ed o

f Dam

aged

Fad

ed o

f Dam

aged

All

Can

opy

Ligh

ts W

orki

ngA

ll C

anop

y Li

ghts

Wor

king

Ref

resh

Can

opy

Col

umn

Pai

nt

Ref

resh

Can

opy

Col

umn

Pai

nt

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

3.2

Can

op

y

Gui

delin

es

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

3.3

Can

op

y

Spe

cific

atio

ns Red

Fas

cia

3DE

xxo

n B

ran

d P

anel

Ess

o B

ran

d P

anel

Red

Fas

cia

3D

Wh

ite

Fas

cia

3D

Can

opy

Str

uctu

re

A

Sec

tion

AA

Sec

tion

BB

Sec

tio

n B

/BS

ecti

on

A/A

B B

150

150

150

300600

900

300600

900

900

300450150

300450150

150

7515

0

250

1000

2500

250

75

150

Can

opy

Str

uctu

re

Def

initi

on

The

Fue

ling

Are

a, is

the

mai

n po

int o

f int

erac

tion

with

the

cust

omer

. Im

port

ant v

isua

l com

mun

icat

ions

nee

d to

be

reta

ined

suc

h as

the

disp

lay

of th

e tr

adem

ark,

bra

nd c

olor

and

prod

uct g

rade

info

rmat

ion.

The

Fue

ling

Are

a sh

ould

clea

rly d

iffer

entia

te th

e E

xxon

bra

nd fr

om c

ompe

titio

n.

Key

Co

nsi

der

atio

ns

The

gra

phic

imag

e is

com

pris

ed o

f a n

on-il

lum

inat

ed lo

goon

whi

te d

ispe

nser

hea

der,

blue

faci

ng, R

unni

ng T

iger

on

the

skirt

and

silv

er s

ides

.

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

4.1

Fu

elin

g A

rea

Bra

nded

Exx

onF

uelin

g A

rea

Co

mp

on

ent

Min

imu

m

Rec

om

men

dat

ion

Dis

pen

sers

Bra

nd

ing

Bra

nded

Exx

onB

rand

ed E

xxon

Exx

on

Bra

nd

ed F

uel

s2

Gra

de

Iden

tifie

rsIn

abs

ence

of l

ocal

reg

ulat

ion,

util

ize

Exx

onIn

abs

ence

of l

ocal

reg

ulat

ion,

util

ize

Exx

onC

ount

ry S

peci

fied

Col

or a

nd N

ame.

Cou

ntry

Spe

cifie

d C

olor

and

Nam

e.

Dec

als

Pla

cem

ent G

uide

lines

for

Gra

phic

s,P

lace

men

t Gui

delin

es fo

r G

raph

ics,

Inst

ruct

ions

, Gov

ernm

ent R

egul

atio

ns, e

tc.

Inst

ruct

ions

, Gov

ernm

ent R

egul

atio

ns, e

tc.

Sp

ecifi

catio

ns

Exx

onTr

adem

ark

Com

pone

nts,

E

xxon

Trad

emar

k C

ompo

nent

s,D

ispe

nser

Col

or a

nd N

umbe

ring

Dis

pens

er C

olor

and

Num

berin

g

Dis

pen

ser

Mak

e/M

od

elN

one

Con

tact

Ven

dors

for

Rec

omm

ende

d M

odel

s

Mai

nte

nan

cean

d R

epai

rR

epla

ce D

ecal

s, G

rade

Iden

tifie

r &

Pum

pR

epla

ce D

ecal

s, G

rade

Iden

tifie

r &

Pum

pS

kirt

if D

amag

ed o

r M

issi

ng E

lem

ents

S

kirt

if D

amag

ed o

r M

issi

ng E

lem

ents

Ref

resh

Pai

ntin

g (I

slan

d F

orm

s, e

tc.)

Ref

resh

Pai

ntin

g (I

slan

d F

orm

s, e

tc.)

2R

ecom

men

datio

n is

to d

ispe

nse

only

Exx

on b

rand

ed fu

els

unde

r br

ande

d ca

nopy

. M

arke

t spe

cific

req

uire

men

ts fo

r un

bran

ded

fuel

s w

ill b

e ad

dres

s th

roug

h th

e ex

cept

ion

proc

ess.

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

4.2

Fu

elin

g A

rea

Gui

delin

es

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

4.3

Fu

elin

g A

rea

Com

pone

nts

Exx

onB

rand

ing

Gra

de

Iden

tifie

rs

Dec

als

Bra

nded

Pum

p S

kirt

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

4.4

Fu

elin

g A

rea

Spe

cific

atio

ns

P26

EM

Gre

yP

MS

422

C

All

seco

ndar

y fo

reco

ure

rela

ted

obje

cts

(cra

sh b

arrie

rs, p

ump

isla

nd

units

, pum

p is

land

s, la

mp

post

s, e

tc.)

are,

if p

aint

ing

if re

quire

d, p

aint

ed

P26

(E

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.

Whi

te

10

6

11-1

0 ½

12-1

0 ½

6

10

2-0

3-0 15-6

P5

.$

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res

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Instr

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or

use

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witch

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ele

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Whi

le E

xxon

Mob

il ba

ckco

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rand

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e pe

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e fo

rus

e if

they

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incl

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in th

e co

ntra

ct fo

r a

part

icul

ar s

ite,

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onM

obil

trad

emar

ks m

ay n

ot b

e m

odifi

ed in

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way

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here

fore

, add

ing

desi

gns

and

wor

ds to

the

trad

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cre

ate

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w b

ackc

ourt

logo

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Bill

's E

xxon

, Spr

ingf

ield

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r M

art,

etc)

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ot p

erm

itted

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Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

5.1

Bac

kco

urt

Ext

erio

rs(C

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re, C

ar W

ash

& B

ays)

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Def

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impr

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nd th

e fo

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urt.

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kes

into

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ount

the

entir

e ex

perie

nce,

so

the

pres

enta

tion

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n at

trac

tive

back

cour

t im

age

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ngle

site

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acro

ss th

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ain

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ery

impo

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t.

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nsi

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atio

ns

The

min

imum

bac

kcou

rt im

age

stan

dard

s ar

e lim

ited

to E

xxon

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il br

ande

d ba

ckco

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, def

inin

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terio

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intin

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lors

and

pro

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ion

of E

xxon

Mob

iltr

adem

ark

com

pone

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Was

hes

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

5.2

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kco

urt

Ext

erio

rs(C

-Sto

re, C

ar W

ash

& B

ays)

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

5.3

Backco

urt

Exte

rio

rs(C

-Sto

re, C

ar

Wash

& B

ays)

Gui

delin

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mp

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Pu

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t B

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Non

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ten

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ll E

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umin

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itF

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iona

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to

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ctio

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quip

men

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ds to

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ratio

nal

Be

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ratio

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lace

Exx

onM

obil

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emar

k R

epla

ce E

xxon

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il Tr

adem

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pone

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aded

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efre

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aint

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nit

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The

pre

sent

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n of

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attr

activ

e fo

reco

urt w

ill

enha

nce

the

cust

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exp

erie

nce

thro

ugh

the

use

of

adeq

uate

On

Site

Adv

ertis

emen

t and

wel

l mai

ntai

ned

fore

cour

t per

iphe

rals

.

Key C

on

sid

era

tio

ns

The

min

imum

sta

ndar

ds in

this

sec

tion

are

limite

d to

tras

h re

cept

acle

s, s

quee

gees

and

pap

er to

wel

di

spen

sers

ava

ilabl

e an

d to

hav

e pa

ved

driv

eway

s.

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

6.1

Oth

er

Fo

reco

urt

Ele

men

ts

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ecou

rt P

erip

hera

lsC

ombo

Tra

sh C

an S

quee

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and

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el D

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mp

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ph

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ize,

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and

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eO

ptio

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vew

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nd

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air

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ite C

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ite P

aint

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e U

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Fra

mes

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

6.2

Oth

er F

ore

cou

rt E

lem

ents

Gui

delin

es

Co

de

Nam

eA

pp

licati

on

P1

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ldin

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d B

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cia

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teA

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hrou

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ign

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igh

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land

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met

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n F

ram

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opy

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xter

ior

Wal

ls o

n E

xist

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r F

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Gra

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P13

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ray

Co

lor

Sw

atc

h

Exx

on R

etai

l Site

Im

age

Sta

ndar

ds1.

6.3

Oth

er

Fo

reco

urt

Ele

men

ts

Pai

nt S

peci

ficat

ions

Exx

on R

etai

l Site

Im

age

Sta

ndar

dsS

up

plier

Co

nsid

era

tio

ns

1.7.

1

Exxo

nM

ob

il h

as lim

ited

reso

urc

es t

o

pro

vid

e d

esig

n c

on

su

ltati

on

, h

ow

ever

an

etw

ork

of

qu

alifi

ed

su

pp

liers

wh

o a

re

fam

ilia

r w

ith

Exxo

nM

ob

il s

tan

dard

s c

an

pro

vid

e c

on

su

ltati

on

on

th

e m

ost

eff

icie

nt

meth

od

s t

o p

rocu

re m

ate

rials

an

d in

sta

llsit

e im

ag

e g

rap

hic

s a

t p

art

icu

lar

sit

es.

A lis

tin

g o

f p

re-s

cre

en

ed

su

pp

liers

is

availab

le in

each

Zo

ne.

• •

Exx

on R

etai

l Site

Im

age

Sta

ndar

dsR

efe

ren

ce M

ate

rials

1.7.

2

Exxo

n Id

en

tity

Sta

nd

ard

sw

ww

.em

maste

rbra

nd

id.c

om

De-B

ran

din

g G

uid

elin

es

• •

Ret

ail S

ite

Imag

e S

tan

dar

ds

Mo

bil

US

On

ly

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tandard

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idin

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rin

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Desig

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on

sid

era

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Sig

n (

MID

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an

op

yF

uelin

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rea

Backco

urt

Exte

rio

rs(C

-Sto

re, C

ar

Wash

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ays)

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er

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up

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.11.1

.21.2

.11.3

.11.4

.11.5

.1

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.11.7

.11.7

.2

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make M

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ilb

ran

ded

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es a

ttra

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rig

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well

mark

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d q

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or

ap

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e s

tan

dard

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pelled

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th

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to

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su

re t

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ost

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ible

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men

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f a R

eta

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ite p

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e M

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il b

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d a

nd

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pp

ort

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iffe

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co

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eti

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nd

pro

fita

ble

bra

nd

eq

uit

y.

Th

ey f

ocu

s o

n f

ou

r p

rim

ary

ele

men

ts:

Th

e M

ain

Id

en

tifi

cati

on

Sig

n (

MID

),C

an

op

y &

Fascia

, F

uelin

g A

rea a

nd

B

ackco

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Bu

ild

ing

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rio

rs.

• •

1.1

.1

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.2D

esig

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on

sid

era

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Th

e t

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ou

tlin

ed

bo

th t

he

“M

inim

um

” r

eta

il im

ag

e s

tan

dard

s

as w

ell a

s t

he “

Reco

mm

en

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sta

nd

ard

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sh

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ld b

e n

ote

d t

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wh

ile a

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th

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n

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Min

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tan

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ay o

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uate

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ete

wit

h m

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r co

mp

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vari

ou

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e s

tan

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th

e

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of

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follo

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tly

pre

scri

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nM

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il d

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n w

hic

hw

ere

cre

ate

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o c

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majo

r co

mp

eti

tio

n in

a m

ark

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lace.

• •

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do

es n

ot

ad

dre

ss o

ther

imag

e r

ela

ted

are

as t

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co

ntr

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te

to t

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vera

ll c

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mer

exp

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en

ce

at

the s

ite lik

e:

bu

ild

ing

in

teri

ors

, cu

sto

mer

serv

ice s

tan

dard

s, R

eta

ilP

OS

sp

ecif

icati

on

s, u

nif

orm

s, etc

.

•

Defi

nit

ion

The M

ID is the m

ost vis

ible

ele

ment on a

site

dis

pla

yin

g the b

rand n

am

e. T

he M

ID S

ign s

yste

m

dis

pla

ys a

n illu

min

ate

d M

obil

em

ble

m, price

module

and a

ncill

ary

module

.

Key C

on

sid

era

tio

ns

The u

se o

f at le

ast one s

treet sig

n (

Fla

g, Tw

in P

ole

or

monum

ent)

recom

mended a

t each M

obil

bra

nded r

eta

il

auto

facili

ty. T

he F

lag P

ole

desig

n is the r

ecom

mended

option for

new

sig

n insta

llations. T

he e

xis

ting tw

in p

ole

syste

m c

an r

em

ain

when r

etr

ofittin

g e

xis

ting s

igns.

Utiliz

e the M

onum

ent sig

n o

nly

when there

are

local

restr

ictions p

rohib

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g u

se o

f a F

lag P

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ain

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)

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tyle

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g S

tyle

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en

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um

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eco

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Gen

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uid

an

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t M

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Photo

cell

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Top P

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nTop P

ositio

n

Backco

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ore

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ce

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raphic

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dem

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Faded o

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Sig

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Panel H

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Exis

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tyle

Fla

g S

tyle

Fore

court

Bra

nd

Price

Panels

Ancila

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Fore

court

Bra

nd

Price

Panels

Mob

il R

etai

l Site

Im

age

Sta

ndar

ds1.

2.4

Main

Id

en

tifi

cati

on

Sig

n (

MID

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Spe

cific

atio

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Fla

g S

tyle

(T

ype

B)

Anc

illar

y P

anel

s (T

ype

B)

Mob

il R

etai

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Im

age

Sta

ndar

ds1.

2.5

Mai

n Id

entif

icat

ion

Sig

n (M

ID)

Spe

cific

atio

ns

Mob

il R

etai

l Site

Im

age

Sta

ndar

ds1.

3.1

Can

op

y

Defi

nit

ion

The

can

opy

perf

orm

s th

ree

basi

c fu

nctio

ns:

1) It

hel

ps s

igna

l the

pre

senc

e of

a M

obil

bran

ded

loca

tion

2) It

pro

tect

s cu

stom

ers

from

the

elem

ents

3)

It p

rovi

des

illum

inat

ion

for

the

fuel

ing

area

Key C

on

sid

era

tio

ns

Illum

inat

ion

of th

e ca

nopy

logo

is r

equi

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Illu

min

atio

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es a

vis

ual b

rand

iden

tity

at n

ight

.

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the

fasc

ia, t

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equi

rem

ent i

s to

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non

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ated

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hei

ght o

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can

opy

fasc

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band

sho

uld

be 2

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with

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te. O

ptio

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lum

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vaila

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thro

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wor

k of

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White

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go

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inently P

laced in D

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min

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laced in D

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min

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Lo

go

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min

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dIllu

min

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g 3

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ain

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NT

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Non Illu

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d3D

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min

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d

Un

der

Can

op

y L

igh

tin

gD

ow

nlig

hting

2≥

100 L

ux

LE

D d

ow

nlig

hting >

200 L

ux

Measure

d 1

mete

r off the g

round a

nd

Measure

d 1

mete

r off the g

round a

nd

1/2

mete

r fr

om

each d

ispenser

1/2

mete

r fr

om

each d

ispenser

Safe

and functional spre

ader

boxes m

ay r

em

ain

No s

pre

ader

boxes o

r uplig

hting

M&

R p

ractices to m

ain

tain

sta

ndard

sM

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pra

ctices to m

ain

tain

sta

ndard

s

(i.e

. re

-lam

p w

hen <

100 L

ux)

Sp

ecif

icati

on

sM

obil

Tra

dem

ark

Com

ponents

,

Mobil

Tra

dem

ark

Com

ponents

,

Colu

mn C

olo

r, D

ispenser

Num

bering

Colu

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Num

bering

Layo

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on

fig

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one

Options a

vaila

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Main

ten

an

ce

an

d R

ep

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Repla

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radem

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Com

ponents

if

Repla

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Com

ponents

if

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f D

am

aged

Faded o

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All

Canopy L

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Work

ing

All

Canopy L

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Work

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Refr

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anopy C

olu

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Image S

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an

op

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Specific

ations Blu

e Fa

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3D

Mob

il B

rand

Pan

el

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Bra

nd P

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Red

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cia

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Whi

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Can

opy

Str

uctu

re

A

Sec

tion

AA

Sec

tion

BB

Sect

ion

B/B

Sect

ion

A/A

B B

150

150

150

300600

900

300600

900

900

300450150

300450150

150

7515

0

250

1000

2500

250

75

150

Can

opy

Str

uctu

re

Def

initi

on

The

Fue

ling

Are

a, is

the

mai

n po

int o

f int

erac

tion

with

the

cust

omer

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port

ant v

isua

l com

mun

icat

ions

nee

d to

be

reta

ined

suc

h as

the

disp

lay

of th

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adem

ark,

bra

nd c

olor

and

prod

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info

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Co

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The

gra

phic

imag

e is

com

pris

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f a n

on-il

lum

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whi

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blue

faci

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egas

us o

n th

esk

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nd th

e si

des

of th

e pu

mp

are

silv

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Mob

il R

etai

l Site

Im

age

Sta

ndar

ds1.

4.1

Fu

elin

g A

rea

Bra

nded

Mob

il F

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g A

rea

Co

mp

on

en

tM

inim

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R

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mm

en

dati

on

Dis

pen

sers

Bra

nd

ing

Bra

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obil

Bra

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obil

Mo

bil B

ran

ded

Fu

els

2

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de Id

en

tifi

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In A

bsence o

f Local R

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tiliz

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In A

bsence o

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Pla

cem

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phic

s,

Pla

cem

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es for

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phic

s,

Instr

uctions, G

overn

ment R

egula

tions, etc

.In

str

uctions, G

overn

ment R

egula

tions, etc

.

Sp

ecif

icati

on

sM

obil

Tra

dem

ark

Com

ponents

, M

obil

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dem

ark

Com

ponents

,

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penser

Colo

r and N

um

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um

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Dis

pen

ser

Make/M

od

el

None

Conta

ct V

endors

for

Recom

mended M

odels

Main

ten

an

ce

an

d R

ep

air

Repla

ce D

ecals

, G

rade Identifier

& P

um

pR

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ecals

, G

rade Identifier

& P

um

p

Skirt if D

am

aged o

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issin

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lem

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S

kirt if D

am

aged o

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issin

g E

lem

ents

Refr

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ain

ting (

Isla

nd F

orm

s, etc

.)R

efr

esh P

ain

ting (

Isla

nd F

orm

s, etc

.)

2R

ecom

mendation is to d

ispense o

nly

Mobil

bra

nded fuels

under

bra

nded c

anopy.

Mark

et specific

requirem

ents

for

unbra

nded fuels

will

be a

ddre

ss thro

ugh the e

xception p

rocess.

Mobil

Reta

il S

ite

Image S

tandard

s1.4

.2F

uelin

g A

rea

Guid

elin

es

Mobil

Reta

il S

ite

Image S

tandard

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.3F

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rea

Com

ponents

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ndin

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de

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nded

Pum

p S

kirt

Mobil

Reta

il S

ite

Image S

tandard

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uelin

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rea

Specific

ations

All

se

co

nd

ary

fo

reco

ure

re

late

d

ob

jects

(cra

sh

ba

rrie

rs, p

um

p isla

nd

units, pum

p isla

nds, la

mp p

osts

, etc

.)

are

, if p

ain

tin

g if re

qu

ire

d, p

ain

ted

P26 (

EM

Gre

y).

White

150

360039

00

150

150

600

P5

900 4500

Instr

uctio

n f

or

use

:1

. S

witch

of

en

gin

e2

. S

ele

ct

no

zzle

3.

Fill

-up

ca

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. P

ay

4.

$

.L

itre

s

.$

/Ltr

3300

3600

1010

250

250

P26

EM

Gre

y

PM

S 4

22

C

hile

on

Mob

il ba

ckco

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rand

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rus

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incl

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e co

ntra

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r a

part

icul

ar s

ite,

onM

obil

trad

emar

ks m

ay n

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e m

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here

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ash

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un, e

tc is

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Mob

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etai

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Im

age

Sta

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rt E

xter

iors

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Def

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cus

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pres

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n at

trac

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age

at

a si

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site

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to

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Im

age

Sta

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Exte

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ays)

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RETAIL IMAGE GUIDELINES February, 2011

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Revisions

Date Revision 2/4/11 Revised E85 dispenser page to remove reference to

Biodiesel and added page for Biodiesel dispenser image 10/19/10 Clarified numerous image items. Added additional photos

for example references. Removed reference to Gemini. 11/4/09 Minor changes. Added sign rejuvenation option. 8/1/09 Minor changes. Paint color for island forms on page 13 10/20/08 Minor updates to wording for Unbranded Fuel decals.

Added note for canopy shrouds for existing re-imaged canopies to enclose downspouts and conduits (page 6).

8/27/08 Revised Sign section to include guidelines concerning posting of Cash/Credit pricing.

6/1/08 Revised trash can color in Fuel Section (black added). 2/1/08 Revised to allow 2D fascia on back side of canopy.

Clarification of LED colors on price signs. 11/1/07 Revised to allow "Lottery" to be posted on ID. 10/17/07 Revised to include additional information on unbranded

diesel. Added information on E-85 and BioDiesel to Fueling Area and Sign sections. Revised Sign section to allow advertising of tobacco on ID sign. Revised Sign Section to allow green or yellow panels for diesel advertising on ID Sign. Added hierarchy of messages on ID sign. Added options of how to mount 3D illuminated fascias on canopies taller than 36"

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ExxonMobil RETAIL IMAGE GUIDELINES

The goal is to provide an attractive, bright, well marked, and quickly recognizable image for a positive customer experience. This document describes the components and the requirements for the Retail Image for Exxon or Mobil branded locations.

IMAGE GUIDELINES CONTENTS

1. Signage 2. Canopy 3. Fueling Area

OTHER REFERENCE DOCUMENTS

1. Dispenser Decal Placement Guides (Sample)* 2. Paint Color Specification 3. Vendor Contact List 4. Engineering Contact Information *Decal Placement Guidelines for specific dispensers are available via the portal.

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Section 1 - SignageThe ExxonMobil commitment to quality and service calls for a high-impact, easily recognizable image. That image is conveyed most visibly by the retail distribution system in place worldwide. Because of the key role the retail distribution system plays in the projection of the elements that make up the Exxon and Mobil images, great care has been taken to design an identification system that consistently reflects the quality of the underlying organization. A variety of alternatives exist for displaying the Exxon and Mobil trademarks which include, but are not limited to, high-rise signs, freestanding ID signs, and ground-level signs. The preferred sign system used to display the trademark on the street is the single-pole system. This system displays an internally illuminated Exxon or Mobil emblem, price module, and ancillary module (which identify the ancillary businesses conducted at the site).

ExxonMobil Trademarks A wide variety of sign systems have been made available for use at Exxon and Mobil facilities. All depend upon the appropriate projection of the ExxonMobil quality image. The projection of this image is assured by painstaking attention to how the Exxon and Mobil emblems and logotypes (see Figure A-1) are displayed. Specific guidelines for these items are discussed in detail on the ExxonMobil Master Brand Identity Website.

Figure A-1. The Exxon & Mobil Trademarks - Emblem and Logotype

ID Signs The point to keep firmly in mind when designing, assembling, and erecting signs for Exxon and Mobil facilities is that the Exxon or Mobil emblem and logotype must be displayed in a manner consistent with existing guidelines. For the Exxon emblem, there is a specific space surrounding the emblem. If a site is being rebranded Exxon and the existing sign can is being used, the new sign face should be designed with this space in mind. The holding line surrounding the emblem must be used to properly identify the Exxon Emblem.

Incorrect emblem spacing Correct spacing

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ID Sign OptionsFive structurally different types of support systems for major identification signs are available for Retail Design Stores. These sign-support systems are designated as follows:

1) Flag Style 2) Twin Pole (Retrofits only) 3) Monument 4) High rise 5) Special Signs

Flag Style Sign

Street Sign Requirements The use of at least one street sign (Pylon, Flag or Monument) is mandatory at each Exxon or Mobil branded retail auto facility. The flag style is the preferred and recommended option. The twin pole system is also a feasible option for retrofitting existing signs and on an exception basis when allowable square footage does not allow the flag style sign.

The monument sign should only be used when there are local restrictions prohibiting use of a flag style system and should be submitted to ExxonMobil engineering for review/approval.

General Sign GuidelinesThe street signs are made of two major components assembled together into the same pole system. The components are the ID sign can and the ancillary sign can. The ancillary comes standard with 9 slots for the store name, food service, price displays, and other ancillaries. The system shall display at a minimum the Exxon or Mobil ID and Product Price Sign. All price lines and any generic names such as ATM and Car Wash must have white letters onblue background. Diesel price signs are available in green and yellow sign faces. Green for Exxon and Yellow for Mobil. These colors should be used when the majority of the market has used these colors throughout the years. Trademark and store names may use alternative colors. A 3 line Reader Board is available and uses 2 slots. LED price signs are also available through the 3 approved sign vendors. Signs poles are to be painted P8 white.

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Sign RejuvenationTo reduce costs, a sign rejuvenation process has been approved. This process allows the existing sign to be cleaned bringing back the original colors. This can be completed on MID signs, canopy logos and building signs. See the vendor contact information for company information.

Sign Hierarchy The different components can be combined to display the desired messages. However, the following hierarchy must be followed: · Exxon or Mobil ID always at the top of the sign system · Store name shall be directly under the logo sign can. (Optional can) · Food Service· Gasoline Price . Diesel Price or message · Ancillary panels such as ATM or Car Wash · Reader Board always at the bottom All panel graphics must be made by ExxonMobil Approved suppliers.

The High Rise sign is not considered to be a street sign. The High Rise sign is intended to be used in addition to the above mentioned street signs whenever long distance visibility is desired.

Flag Signs The flag sign is the preferred sign. It should always be oriented with the white column toward the station and the projection of the sign toward the street. The sign comes in two standard sizes — eight- and six-foot wide ID cans. The eight-foot sign (Type "A") is standard at 28 feet. The six foot wide sign (Type "B") is standard at 22'-6" high.

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Image Plus Signs The Image Plus sign system has lower panel sections. The lower section, in most cases, have access panels to the handles used for the scrolling price numerals. These panels should be painted P1 tan along with the lower ancillary section can frames. The main pole support will remain white.

Twin Pole Signs The twin pole sign systems were used prior to the current Mobil Image and Exxon Image Plus systems. These signs are still available for use on conversion projects where changing the sign will lead to further square footage restrictions for local ordinances. The Exxon twin pole system is called the RID signs. Mobil twin pole signs are designated as "A" WB (Wide Body) and "B" WB sign systems. The "A" WB has a 10'-0" wide ID sign mounted on top of a 5'-8" wide (between poles) pole. The "B" WB has a 7'-6" ID sign with a 4'-8" wide pole.

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Monument Signs The monument sign is designed to relate visually and proportionally to the pylon sign. It is used when there are restrictive sign codes or where a low-profile sign meets visibility requirements. These signs are a combination of the components used to fabricate the Pylon signs and can be provided in a variety of sizes. Standard Exxon Monument sign sizes are the 32 and 50 systems in the RID format and the 100, 64, and 30 square feet in the Image Plus systems. Mobil sites shall utilize the standard ID sizes used prior to the merger. Some of the standard ID sizes are: 4'-8", 5'-8", 7'-6" and 10'-0".

Price Signs The standard price sign, for use on the major identification sign, displays prices for three grades of gasoline. Four prices are available if the facility offers Mobil, Exxon or Esso branded diesel. All gasoline products are to be white on blue background for placard style signs. LED numerals shall be red for gasoline pricing. Advertising of Regular only or Regular with branded Diesel is allowed due to square footage restrictions or due to competition in the market. Proper ExxonMobil approval is required to convert a 3 or 4 product price sign to a single product price sign.

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Discount for Cash Signs Cash and Credit pricing may be posted if done in compliance with all federal, state and local regulations. It is the responsibility the Exxon or Mobil retailer to review and comply with such regulations. There are multiple methods of posting pricing when offering different prices for cash versus credit.

� Displaying cash price - Must state as such on sign

� Displaying cash and credit price of Regular grade only

� Displaying cash and credit price of all grades. This is limited to sign type due to size.

� Display credit price with ancillary showing discount amount per gallon.

When posting only 1 grade, it is highly recommended that a metal price sign at ground level showing all prices be used to ensure that your valuable premium customers are aware of your pricing. Some states may require this.

The POS system should also be reviewed for capability with multi-price strategy. Posting of cash price for ExxonMobil cards will not normally be displayed. This may be done on a one-off basis if the POS system has capability of giving lower price at the pump. It is responsibility of the Exxon or Mobil retailer to review for capability. Refer to Alternative Pricing Signs - Guidelines graphic examples and additional information.

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Diesel Price Signs Branded Diesel products may be advertised with the use of a four-product price sign in lieu of the three-product style. There is no sign advertising permitted on the ID sign for non-branded diesel products, with the exception of BioDiesel. For placard style signs, green background with white letters is preferred to be used at Exxon or Mobil locations. Yellow background with black letters may be used at Mobil locations to be consistent with existing market. LED price panels may use either red or green LED's, however if yellow background panel is used, red LED numerals shall be used, green is not allowed.

E-85 & BioDiesel These products may be advertised on the Major ID sign with the following limitations:

� Shall be posted in graphic format below. Pricing is optional.

� Must include "Not a Mobil Branded Fuel" or "Not an Exxon Branded Fuel".

� E-85/BioDiesel panel must be separated from branded price panels by at least one other ancillary panel or a horizontal or vertical structural member.

� If space on the Major ID sign is limited and above rules cannot be met, advertising will need to be accomplished by another method such as a wind master.

� Color scheme for E-85 shall be white letters on blue background.

� Color scheme for BioDiesel shall be PMS 392 background for BioDiesel when price is not shown. If a price is shown, then the BioDiesel panel shall be white letters on blue background.

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Backcourt Panels The backcourt panel is designed to advertise retail offerings other than motor fuels, such as distributor logos, store names, QSRs, carwash, etc. Space for advertising other offerings has been increased in these easy-to-change panels. The panel should always have at least one backcourt message and has the flexibility to carry up to six messages. The messages can vary in height from a single panel to a double height panel. Any combination of these panel heights may be used. You may have custom signs screened by one of the approved ExxonMobil sign manufacturers (see attachments in folder for listing) or you may choose one of the standard pre-approved panels. Reader boards are available and must always be located in the lowest backcourt space.

Appropriate Message ContentBackcourt Message panels must describe the primary ancillary offering(s) available at a given store. Sign messages should be generic and brief preferably only one or two words in length. All messages must be approved by ExxonMobil Engineering and manufactured by ExxonMobil Approved Suppliers. Tiger Mart and other convenience store trade names owned by ExxonMobil may be licensed to ExxonMobil branded distributor's use through a direct licensing agreement. Contact ExxonMobil Territory Manager for details. Personalized messages including distributor trade names, and established convenience-store emblems or logos can be incorporated into ancillary signs. Each distributor is responsible for making certain that messages displayed on ancillary signs use approved trade names or trademarks appropriately and that no unauthorized trade names or trademarks are used. When an approved chain convenience-store logo or emblem is used, it will appear in its own colors. ExxonMobil Engineering can provide design assistance in adapting logos to comply with these guidelines and all chain logos/emblems must be approved by ExxonMobil prior to sign manufacture. All signs associated with the Exxon or Mobil brands should be internally illuminated and permanently mounted. In addition, they should be butted together vertically so that no gaps appear between them. Advertising of tobacco products is permitted on the ID sign, however, the owner shall be responsible for including any required warnings, tax statements etc. on the sign to comply with any federal, state or local regulations. A Lottery ancillary sign is also permitted on the MID.

Inappropriate Message ContentSigns may not include other oil company names, corporate logos or emblems other than approved convenience-store logos, or any reference to alcoholic beverages. The Exxon or Mobil name shall not be used with a local name such as Dave's Exxon or Niceville Mobil.

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High Rise System - Exxon Signs The high rise identification sign should be displayed at retail facilities located along multi-lane, limited-access highways unless expressly forbidden by law or where "on freeway" signs provided by the State or billboards cannot be used to display the Exxon emblem (See Figure A-23). The high rise sign support system has been designed for maximum visibility along high-speed divided highways, where motorists must make turn-off decisions well ahead of exit ramps or cross streets. This sign-support system should be at least 40 feet high. An older version of the high rise sign, designated as the HR-150 sign, featuring 142 square feet of display area atop telescoping round poles is in place at some locations. New installations should use one of the new high rise sign support systems. Existing high rise signs (see Figure A-24) should be modernized when sign faces need replacement or maintenance. The complete sign cabinet may be replaced with one featuring the HR-140 Exxon emblem. (Request "Replacement High Rise Installation" from ExxonMobil Engineering).

Figure A-23. High Rise Sign - Support System (New HR-140)

Figure A-24. Old High Rise Sign - Support System (Old HR-150)

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High Rise Ancillary Signs An ancillary sign module may be added to any standard high rise sign system. These modules must be placed immediately below the Exxon emblem and they should be the same width as the emblem. Standard messages are: Food Store, Food Mart, Market, Diesel, Convenience Store. All other messages must be approved in advance. Figure A-25 shows approved high rise ancillary sign installations. When adding ancillary or other signs to existing high rise sign installations a registered engineer should be engaged to assure that the existing pole(s) and foundations will structurally support the added wind load. Custom ancillary signs may be installed on the high rise system. If the partner sign includes the Exxon standard white border, and has the same width as the high rise sign, the ancillary sign may be installed directly below the Exxon emblem. Otherwise a 3 foot air space must be provided between the signs.

Figure A-25. Ancillary Signs - High Rise Support System

Free Standing Associate SignDistributor/QSR associate sign may be installed on a separate pole system adjacent to the standard Exxon or Mobil two pole system or at another location on the site. The two sign systems should be separated by a clear distance between signs of at least three feet and the Exxon or Mobil sign system should be located closest to the primary street. In addition, the two sign systems must be equal in apparent height.

Highway Logo Panels Most states offer uniform roadside sign programs to inform motorists of the services available at an exit. The Exxon or Mobil emblem can be displayed under these programs on "GAS" service signs preceding the highway exit and on directional signs located on or at the end of exit ramps. Each state has regulations for its specific program, so approval, in advance, should be obtained from the state. If a highway sign is requested, it should be coordinated by the Territory Manager and DDB Worldwide. Information available on the Portal and emanual.

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BillboardsIn all instances, the use of the Exxon or Mobil emblem must be used per trademark guidelines. Outdoor boards (paints and posters) should be modernized whenever possible to reflect the latest recommendations.

Rotating SignsA rotating sign is not compatible with Retail Image Standards guidelines.

Sign-Location GuidelinesMajor identification sign location/visibility is a critical factor in retail marketing and is heavily influenced by the following factors: 1) Optimum readability 2) Optimum visibility3) Limited interference from other signs or structures 4) Adequate installation space 5) Compliance with local sign regulations 6) Local marketing practices Collectively, these factors may limit the placement of a major identification sign to a few acceptable locations on a given site. Listed below are general rules that apply to common sign placement for corner and mid-block sites.

Corner Sites Figure A-1 shows possible major identification locations on a standard corner-lot site. Point A, the preferred location, is where two access roads cross - perpendicular to the primary street. An acceptable, but somewhat less desirable location is Point B, where the sign is perpendicular to the primary street. Other acceptable, but less desirable locations are at points C and D. Such alternatives should only be used when site constraints or local regulations prohibit the use of the preferred locations at points A or B. Points A and D are the preferred locations if traffic on both the primary and secondary streets is comparable and signs are needed for both streets.

Figure A-1. Sign Location - Corner Sites

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Mid-Block SitesFigure A-2 shows possible major identification locations on a standard mid-block site. The preferred location is at Point A perpendicular to the street. Only one major identification sign is recommended for mid-block sites. Locations B and C should only be used when site constraints or local regulations prohibit the placement of the sign at preferred location A.

Figure A-2. Sign Location - Mid-Block Site Limited Interference Interference is not necessarily a matter of obstruction. It is, rather, a matter of how easy a sign is to see against a background that may be cluttered with other signs competing for consumer attention. When many signs crowd the same general area, they compete for attention. The overriding goal is to place a readily recognizable sign - one that is consistently identified with high-quality products and services - in an unencumbered visual field. The use of monument or ground mount signs may be advisable in certain situations where standard pole mounted signs would not have good visibility.

Adequate Installation Space At some retail store sites, the number of locations appropriate for a standard flag sign system is limited by factors that may be beyond easy control such as the presence of large trees. Under such conditions, the amount of space available for sign installation may prove to be a limiting factor. If space is not available for a standard sign, or if the site is subject to limitations that cannot be easily overcome (existing topography or vegetation may be difficult or impossible to alter, for instance), the key point is to define the best sign system for the prevailing site conditions. The best sign for a given location may not necessarily be the largest sign available. The most appropriate sign is the one that "fits" the site the best and is the most readily recognizable against the adjacent visual background.

Compliance with Local Sign Regulations ExxonMobil corporate policy calls for all ExxonMobil employees and affiliates to diligently comply with all applicable regulations, codes, or laws. When local regulations complicate the placement of a major identification sign, those regulations must be complied with. Various alternative sign-support systems can be designed for such circumstances. However, all exceptions to the major identification sign must be approved in advance by ExxonMobil Engineering.

Local Marketing Practices Local marketing practices some times dictate sign placement. Such practices are typically regional, and should be dealt with when, and if, they arise. Once again, exceptions to existingguidelines must be approved in advance by ExxonMobil Engineering.

Sign DimensionsExxonMobil (Image 2000)

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All Dimensions in Inches

Overall Dimensions System Sign Length Height

Sign HeightStandard

SquareFeet

Numerals Height

Type "A" ID + 9 Ancillaries 27'-9 3/4" 162.93

ID 98.5 53.625 36.68

Price 85.5 23.625 14.03 16.00

Ancillaries 85.5 23.625 14.03

Type "B" ID + 9 Ancillaries 22'-2 3/4" 90.62

ID 74.812 40.75 21.17

Price 62.812 17.69 7.72 12.00

Ancillaries 62.812 17.69 7.72

Exxon Twin Pole RID SystemAll Dimensions in Inches

Overall Dimensions System Sign Length Height

Area Square Feet

Numerals Height

70 I.D. 135.00 73.75 69.14

Single Line Ancillary 135.00 44.25 41.48

Two Line Ancillary 135.00 66.00 61.88

Price 135.00 85.50 80.16 13.00

40 I.D. 97.50 53.5 36.22

Single Line Ancillary 97.50 32.25 21.84

Two Line Ancillary 97.50 48.00 32.50

Price 97.50 73.00 49.43 11.75

30 I.D. 88.00 48.4375 29.60

Single Line Ancillary 88.00 29.3125 17.91

Two Line Ancillary 88.00 43.50 26.58

Price 88.00 66.00 40.33 10.25

20 I.D. 72.50 39.70 19.99

Single Line Ancillary 72.50 24.50 12.34

Two Line Ancillary 72.50 36.00 18.13

Price 72.50 54.50 27.44 8.50

Overall Dimensions Area

System Sign Length Height

Area Square Feet

Numerals Height

10 I.D. 50.00 28.50 9.90

Single Line Ancillary (2) 50.00 42.00 14.58

Price 50.00 15.00 5.21 6.00

50 Ground Mount 118.00 61.00 49.99 9.50

32 Ground Mount 87.00 53.00 32.02 8.50

140 High Rise HD-140 192.00 104.875 139.83

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Single Line Ancillary 192.00 69.00 92.00

Two Line Ancillary 192.00 93.00 124.00

Mobil Twin Pole SystemAll Dimensions in Inches

Overall Dimensions System Sign Length Height

ActualOverall

Numerals Height

"A" WB I.D. (10'-0") 120.00 52.00 43.33

Price - 3 Product 68.00 61.31 28.95 10.75

Price - 4 Product 68.00 61.31 28.95 9.06

Single Line Ancillary 68.00 18.81 8.88

Two Line Ancillary 68.00 36.31 17.15

"B" WB I.D. (7'-6") 90.00 38.00 23.75

Price - 3 Product 56.00 51.00 19.83 9.25

Price - 4 Product 56.00 51.00 19.83 8.25

Single Line Ancillary 56.00 15.25 5.93

Two Line Ancillary 56.00 29.63 11.52

I.D. (5'-0") (1) 27.19 60.81 11.48

I.D. (8'-0") (1) 44.00 99.50 30.40

I.D. (12'-0") (1) 61.50 145.50 62.14

I.D. (1'9"x 4'8") (2) 21.62 56.00 8.41

I.D. (2'5"x 4'8") (2) 29.63 56.00 11.52

I.D. (3'0"x 5'8") (2) 36.31 68.00 17.15

NOTES:

(1) Rounded corners

(2) Square corners

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Section 2 – CanopyThe canopy performs three basic functions: 1) it helps signal the presence of an Exxon or Mobil location, 2) it protects customers from the elements, and 3) it provides illumination for the pump islands at night. These guidelines should be followed whether designing a new canopy for a grassroots facility or a replacement canopy for an existing site. A canopy is required over all dispensers dispensing ExxonMobil products, where permitted. This section of the guidelines also outlines the guidelines for canopies over fueling facilities at truck stops.

Note also that only branded products may be sold under an Exxon or Mobil branded canopy. The exception to this is for Bio-Diesel and E-85. For these products, refer to section on Fuel Area for image requirements.

Canopy Image Fascia ComponentsThe fascia is made up of two parts — the logo and the fascia band. This provides a unique look for Exxon and Mobil in the marketplace. There are (2) two canopy fascia options available: 3D Illuminated which is the recommendation for D&R and NTI locations and, 2D Non-illuminated which is the minimum standard. This terminology refers to the fascia system and not the logo. The logo is always illuminated, unless local municipalities dictate otherwise.

3D Illuminated (Recommended for D&R and NTI)

2D Non-Illuminated (Minimum Standard)

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Technical Information

The standard canopy fascia is 36" high with the top 24" in red (Exxon) or blue (Mobil) and the bottom 12" in white. For non-standard non-illuminated fascias, canopies other than 36 inches high must receive custom fascias with the same 2-to-1 ratio of red to white, and must be manufactured by approved suppliers. When codes or regulations will not permit the red or blue band on the canopy, an acceptable alternate is a non-illuminated white fascia with the standard illuminated logo. For special architecture canopies required by local municipalities, or non-standard existing canopies that are not being replaced, where the current Image is not compatible, these must be reviewed and approved by ExxonMobil Engineering. For information on ordering, technical details or electrical information, contact any approved ExxonMobil supplier.The following components are part of a standard canopy with the fascia systems:

1. Canopy Fascia

In general, all sides of an internally illuminated canopy that is visible to the public shall be fully illuminated to provide the same high quality night time image that is provided in the daylight. The back side of the canopy may be either illuminated or 2D or 3D non-illuminated. Where one or more sides of a canopy cannot be seen by customers, one or more sides may be installed without the illumination components, using either 2D or 3D non-illuminated. Example of this is when the site has an under canopy store and the back side does not face any street.

Fascia Options 3D Illuminated Canopy Fascia (new construction): The fascia band is 36 inches high and includes 24 inches of fluorescent illuminated red or blue flex-face with 12 inches of white aluminum composite material (ACM). The red or blue field is raised from the white and is internally illuminated. A translucent side and down light lens system washes the opaque white ACM surface with light. At outside corners, the red or blue raised portion of the fascia wraps the corner to create a stepped appearance.

2D Non-Illuminated Canopy Fascia: The 2D non-illuminated fascia system consists of a flat fascia with a ratio of 2/3 red or blue and 1/3 white. The standard fascia height is 36 inches high and includes 24 inches of red or blue with 12 inches of white below. This system can be accomplished with factory coated ACM in the 2 colors for new canopies, and may be either applied with decal or use a shop coated aluminum cover-up system for existing canopies. All materials must be purchased from approved suppliers.

Retrofitting fascias taller than 36" (applies to both 2D and 3D systems):Since the fascia system is made only in 36" height, there are two options:

Option 1Bottom mount the system and paint the remaining top portion GunMetal Gray. This should only be done for fascias 42” and shorter. See the Exxon photo below.

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Option 2Top mount the system and make the remaining portion at the bottom match the white of the ACM of the furnished system. This option should be used for fascia systems greater than 42”. If the fascia is a 2D system, the 36” image section must be built out to provide a stepped effect back to the lower fascia. In the photo below, the main canopy is a 3D illuminated example. The feeder canopy in the background is a 2D version of this option.

All ExxonMobil canopy fascia systems shall be purchased from the ExxonMobil Network of Qualified Suppliers. Painting of canopy fascia is not permitted.

2. Canopy Logo

The brand mark on the fascia is the company logo. For all fascia systems, the company logo must be illuminated, where permitted. A minimum of 2 logos are required on the canopy. The first or primary logo should always face the primary traffic flow. See section below for proper logo placement.

Logo Sign for 3D Fascias: The logotype consists of letters that are 6 inches deep and 18 inches high for Exxon (measured at the E) and 23 inches high for Mobil. These channel style letters are raised from the white field to provide a strong visual relationship with the brand mark and the major ID sign. The white field behind the letters shall always be flush with the white area of the fascia section. The logo box is always furnished with the illuminated system by the supplier.

Logo Sign for 2D Fascias: The logo for 2D fascia systems are not as deep as the 3D system. There are 2 alternatives for the logo:

� Logo Box - This is a 100" long sign can, 6" deep with 2" formed letters. This sign can is illuminated.

� Channel Letters - 4" deep channel letters may be used in lieu of a sign can on existing ACM canopy fascias. This sign can is illuminated.

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Proper Logo Placement

For effective long-distance visibility, canopy logos should be placed perpendicular to the primary street. As shown, they should always be placed at the edge of the canopy fascia nearest to the primary street. The Exxon or Mobil logo on the canopy fascia should always be justified towards the edge of the canopy.

Examples of proper placements are shown in the drawings below.

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Incorrect Logo Placement

The Logo should never be placed adjacent to each other on a corner. There should only be one logo per side. The photo below shows both INCORRECT placements of the logo. When circumstances permit approaching motorists to see two sides of a canopy at once, only one canopy sign should be visible.

INCORRECT LOGO PLACEMENT

Examples of incorrect placements are shown in the drawing below.

24 of 30

3. Canopy Column:

10" square columns are standard. Shrouds are not required. Canopy columns are to be painted eggshell white (P8).

For existing sites that have existing column shrouds, the shrouds can remain but must be painted eggshell white (P8).

For existing canopies that are being reimaged to Exxon or Mobil that have exposed downspouts and/or conduits, the columns should have shrouds installed and painted eggshell white (P8).

The current Retail Image Standards do not have the illuminated island designation units on the columns. These must be removed. If IDU’s are preferred, there are decals available through LSI Graphics.

25 of 30

4. Canopy Ceiling

Canopy Ceiling decking is always painted white (P5). The recommended minimum canopy height clearance is 15'-6".

Canopy Connectors (or T's)When a canopy connector is used to connect the canopy to the store, the illuminated band should stop at the connector on either side. The connector shall be completed using a minimum of 2D non-illuminated fascia. 3D non-illuminated or illuminated may be used.

Gutters and DownspoutsGutters should be installed as close to the canopy ceiling as circumstances will allow and be enclosed in a soffit fixture (never exposed under decking). Downspouts should exit the canopy ceiling by way of the inside of the column. Rainwater may be deposited on the pavement at the base of a canopy-support column, or the downspouts may be connected to the storm sewer (preferred). Connecting downspouts to the storm sewer will prevent water/ice buildup in the island area.

Canopies Over Branded Diesel Fueling Facilities at Truck Stops Canopies over branded diesel facilities shall follow the same guidelines as motor fuel facilities. The canopy may have a non-illuminated fascia system even when the fueling facility has an illuminated fascia system. The logo sign shall read Exxon or Mobil only. Addition of word "Diesel" is not permitted on the canopy fascia. A "Diesel" sign may be added on the canopy column under the canopy.

Canopies Over Unbranded Fueling Facilities at Truck StopsAll facilities that dispense Exxon or Mobil branded motor fuel must be in compliance with ExxonMobil Image guidelines. If unbranded fueling positions are located on the same site with branded facilities and they are separated by a substantial distance - 100 yards or more - then no special treatment is necessary for the unbranded facilities, however the canopy may not be imaged in any format of the ExxonMobil image. If, however, the two dispensing areas are less than 100 yards apart, the canopy over the unbranded dispensing equipment should meet the following criteria: 1. Be painted white. 2. Shall not display the Exxon or Mobil fascia sign, nor the ExxonMobil dispenser graphics. 3. Pumps shall be marked appropriately to designate that fuel is not branded Exxon or Mobil. 4. The Retailers logo and/or price signs may be installed on the canopy fascia or on the canopy columns.

26 of 30

Section 2 - Fueling Area

The fueling area image has been designed to have a clean and friendly look with blue as the primary color. Spreader bars and illuminated top hat fascias have been eliminated to reduce costs. The running Tiger and the Pegasus are included on the pump skirts for Exxon and Mobil brands to increase brand identity at the island. In addition, dispenser islands have been eliminated in areas where snow plows are not a concern. Canopy column shrouds are also no longer required at Exxon stations. These changes result in a more contemporary, distinctive, high tech and customer friendly fueling area.

Specific dispenser decal guidelines for each manufacturer as well as state specific decal requirements can be obtained at LSI Graphic Solution’s web site. The link to the website is located on the Portal under Facilities page. Additional decals should not be installed unless local regulations dictate the need for those decals.

Dispenser Image - Gasoline and 3+1 Dispensers The graphic image for dispensers is comprised of a non-illuminated top wrap, blue face with Running Tiger or Pegasus on pump skirts and silver sides. The top wrap is made of shop coated metal. The logos are applied with a decal. The face of the dispenser is to be full blue. Exceptions may be made on retrofits of existing dispensers where it is not practical to make some of the parts blue. The Exxon or Mobil legend is lined up with the inside of the riser and is always left justified on Gilbarco dispensers. For the Ovation dispensers, The Exxon or Mobil logo will be centered horizontally and vertically on the top fascia.

27 of 30

Dispenser Image - Branded Diesel Dispensers The graphic image for dispensers is the same format as the gasoline dispenser with the exception that the color shall be P1 Tan.

Figure 1 Figure 2

Un-Branded Diesel Dispensers Unbranded diesel may not be placed under the branded canopy. The face of the dispenser shall be P1 tan. There shall not be any ExxonMobil trademark names or symbols displayed on the dispenser. In addition, a decal shall be placed on the dispenser stating "Not an Exxon Branded Fuel" or “Not a Mobil Branded Fuel". (See Figure 2 above).

28 of 30

E-85 Dispensers This product may be placed under a branded canopy. For single product dispensers, there shall not be any ExxonMobil trademark names or symbols displayed on the dispenser with the exception of the Speedpass area. In addition, decals shall be placed on the dispenser stating the following messages: "E-85 is Not an Exxon Branded Fuel" or "E-85 is Not a Mobil Branded Fuel". "ExxonMobil disclaims any warranty as to its fitness, quality or performance" "Caution: This fuel may damage your vehicle unless it is a flex fuel vehicle." Specific colors for E85 dispenser nozzle boots are not noted within the API guidelines. However, it is recommended to differentiate the fueling position in some way. The guidelines below for dispenser graphics is required as well as a recommended E85 nozzle boot color of white.

Graphics from public sources may be used, however it is Exxon or Mobil retailer’s responsibility to obtain any such graphic as ExxonMobil vendors will not stock as part of the Image program.

29 of 30

Bio-Diesel Dispensers (B6-B20) This product may be placed under a branded canopy. For single product dispensers, there shall not be any ExxonMobil trademark names or symbols displayed on the dispenser with the exception of the Speedpass area. In addition, decals shall be placed on the dispenser stating the following messages:

"Notice: Biodiesel is not a Mobil Branded Fuel" or Notice: Biodiesel is not an Exxon Branded Fuel”. “WARNING This product contains more than 5% biodiesel and may not meet engine manufacturers’ specifications or warranty requirements. Consult your owner’s manual and/or the equipment manufacturer to confirm that a B6 to B20 biodiesel blend is suitable for use. ExxonMobil disclaims any warranty as to its fitness, quality or performance"

Ensure the use of proper Federal and State decals are utilized such as the Cetane rating, ULSD and Biodiesel Blend decals.

Graphics from public sources may be used, however it is the Exxon or Mobil retailer’s responsibility to obtain any such graphic as ExxonMobil vendors will not stock as part of the Image program.

For dispensers dispensing 5% or less Biodiesel, refer to page 27 of the Retail Image Guidelines for Un-branded Diesel Dispensers.

30 of 30

Trash Units Trash cans shall be 25 gallon square windshield washer units and shall be either black or gray in color.Preferred color is black, however there are no requirements to replace existing gray trash cans at time of this publication. Standard unit is DCI Marketing #755101. Trash cans at car wash shall be the 38 gallon model #732101. In front of the C-Store, a Rubbermaid model Ranger 9173-88, black in color may be used in conjunction with a Smokers Outpost from DCI Marketing.

Dispenser Islands and Forms Dispenser islands and forms are optional for Distributors. When used, they should be 2'x5' or just large enough for the dispenser to mount on (the new Marconi Encore requires slightly wider form). When islands and forms are used, the forms should be painted P13 Gray. Stainless forms are an acceptable alternative and are not required to be painted.

Decal and POP Placement Refer to guideline for dispenser used for exact placement of POP signage and decals including canopy clearance and warning decals. The POP signage on the pump top is mounted on top of the dispenser and no longer hangs from the valance for Exxon dispensers. Pump toppers, island designation units and POP signage is available from M&M Displays. Refer to their brochure on the Portal for more information.

Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.

T H I N K I M A G E

T H I N K

Scale: 1 inch = 15 inches

Version 828 October 2008

5”0” 10” 15”

15 0

> GILBARCO | ENCORE 500S 3+1

1

3

4

4a

12 13

14

5

6 7

8

9

10

11

15

2

Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.

1.

2a

2b

For columns 20”or greater in width

For columns between10” and 19” in width

Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.

2.

Canopy Column P.O.P.Sign – Align with top ofpump topper.

3.

Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.

4.

Secondary Placement4a.

Speedpass Card Holder7.

Pump Number Decal8.

Credit Card Decal9.

Speedpass Instruction Decal10.

Octane Rating Decal11.

Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).

14.

Ultra-Low Sulphur Decal15.

Please Pay First Decal; Clean Air Nozzle Decal (market specific)

12.

Temperature Decal;Oxygenated Gas Decal (check local regulations)

13.

Credit Card Application –place 1” back from edgeand 1” in from the left.

6.

Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.

5.

16

16. Cetane Decal (where required by state or local municipality)

Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.

T H I N K I M A G E

T H I N K

Scale: 1 inch = 15 inches

Version 828 October 2008

5”0” 10” 15”

15 0

> GILBARCO | ADVANTAGE B7C/B87

1

3

4

4a

5

6 7

8

10

13

12

14

15

11

9

2

Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.

1.

2a

2b

For columns 20”or greater in width

For columns between10” and 19” in width

Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.

2.

Canopy Column P.O.P.Sign – Align with top ofpump topper.

3.

Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.

4.

Secondary Placement4a.

Speedpass Card Holder7.

Pump Number Decal8.

Credit Card Decal9.

Speedpass Instruction Decal10.

Octane Rating Decal11.

Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).

14.

Please Pay First Decal; Clean Air Nozzle Decal (market specific)

12.

Temperature Decal;Oxygenated Gas Decal (check local regulations)

13.

Credit Card Application –place 1” back from edgeand 1” in from the left.

6.

Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.

5.

Disabled Access Decal12a.

Ultra-Low Sulphur Decal15.

16

16. Cetane Decal (where required by state or local municipality)

Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.

T H I N K I M A G E

T H I N K

Scale: 1 inch = 15 inches

Version 828 October 2008

5”0” 10” 15”

15 0

> DRESSER WAYNE | OVATION 3+1

$ Price per Gallon (tax included)$ Price per Gallon (tax included)$ Price per Gallon (tax included)$ Price per Gallon (tax included)

1

3

4

4a

5

6 7

8

910

11

12 1314

15

2

Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.

1.

2a

2b

For columns 20”or greater in width

For columns between10” and 19” in width

Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.

2.

Canopy Column P.O.P.Sign – Align with top ofpump topper.

3.

Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.

4.

Secondary Placement4a.

Speedpass Card Holder7.

Pump Number Decal8.

Credit Card Decal9.

Speedpass Instruction Decal10.

Octane Rating Decal11.

Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).

14.

Please Pay First Decal; Clean Air Nozzle Decal (market specific)

12.

Temperature Decal;Oxygenated Gas Decal (check local regulations)

13.

Credit Card Application –place 1” back from edgeand 1” in from the left.

6.

Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.

5.

Ultra-Low Sulphur Decal15.

16

16. Cetane Decal (where required by state or local municipality)

Note: Please make sure the dispenser surface is cleaned prior to applying any of the adhesive backed or sponge tape decals.

T H I N K I M A G E

T H I N K

Scale: 1 inch = 15 inches

Version 828 October 2008

5”0” 10” 15”

15 0

> DRESSER WAYNE | VISTA V490U/V595

1QZ

4GHI

7PRS

8TUV

9WXY

CANCEL HELP

YESCLEAR 0 ENTER NO

5JKL

6MNO

2ABC

3DEF

DEBIT CREDIT

PAYCASHIERCREDIT

$CASH

Cash CustomersPlease Pay First Inside

Pay Here withApproved Cards

No Checks Accepted

Pump Operation:Follow Instructionson Screen

Insert Card withBlack Stripe Up andto the Left

Take Receipt Here

1

3

4

4a

5

6 7

9

10

11

12

13

1415

8

2

Clearance Decal – Top ofdecal is 1’ from canopy.Each side facing approach.

1.

2a

2b

For columns 20”or greater in width

For columns between10” and 19” in width

Pump Numbers – Bottomof decal is 10’ from grade.Numbers face attendant.

2.

Canopy Column P.O.P.Sign – Align with top ofpump topper.

3.

Preferred Placement –Warning: Health, Safety,No Smoking, Cell Phone,Portable Containers.

4.

Secondary Placement4a.

Speedpass Card Holder7.

Pump Number Decal8.

Credit Card Decal9.

Speedpass Instruction Decal10.

Octane Rating Decal11.

Ethanol / Gasohol Decal -(location shown for all states.Refer to state decals for propersize decal required).

14.

Please Pay First Decal; Clean Air Nozzle Decal (market specific)

12.

Temperature Decal;Oxygenated Gas Decal (check local regulations)

13.

Credit Card Application –place 1” back from edgeand 1” in from the left.

6.

Merchandising Pump Topper- place directly on MPD topexcept for PA, NJ, NY, CT,RI and VT. Use hanging styleand place price topperdirectly on MPD in thesestates. See M&M Displaysbrochure for proper topper.

5.

Disabled Access Decal12a.

Ultra-Low Sulphur Decal15.

16

16. Cetane Decal (where required by state or local municipality)

Under Canopy Lighting

Image Assessment Worksheet

Minimum Standard

Downlighting ≥ 100 Lux1

Note: When installing new HID3 downlighting,

set initial light levels higher to compensate for

HID lamp degradation of 50% within 3 years

Measured 1 meter off the ground

and1/2 meter from each dispenser

Safe and functional spreader boxes

may remain

M&R practices to maintain standards

(i.e. re-lamp when < 100 Lux)

Recommended Standard

LED2 Downlighting > 200 Lux1

Note: No degradation occurs with LED lighting

Measured 1 meter off the ground

and1/2 meter from each dispenser

No spreader boxes or uplighting

M&R practices to maintain standards

Recommended Standard – LED downlighting > 200 Lux

Under Canopy

Lighting Standards

305 Lux shown here

1 Lux lighting levels based on horizontal light meter

readings measured 1 meter off the ground and

1/2 meter from each dispenser

2 LED = Light-Emitting Diode fixtures

3 HID = High Intensity Discharge luminaires

(e.g. metal hallide)

Note: These standards apply to all Esso, Mobil, and Exxon branded sites.

Contact your local lighting consultant for photometric analysis and recommendations

for layout and installation regarding meeting these standards at a specific site.

Under Canopy Lighting

Image Assessment Worksheet

Assessment Guidelines

Install

downlighting to

achieve ≥ 100 Lux.

LED downlighting

> 200 Lux

is recommended

No action required

Apply M&R

practices for

lighting

Re-lamp entire

site within

6 months

Yes Yes Yes

Is the site New

to Industry (NTI)

or undergoing a

major investment?

Does Existing

Site Meet Minimum

Lighting Standards?

Would re-lamping

bring the site to

Minimum Lighting

Standards?

Upgrade

downlighting

within 18 months

Install

downlighting to

achieve ≥ 100 Lux.

LED downlighting

> 200 Lux

is recommended

No No No

Parameters for Implementation

2. For existing sites not meeting

Minimum Standards, and where

re-lamping will bring the site to

Minimum lighting standards,

re-lamp (replace all bulbs)

fixtures within 6 months

1. LED is recommended technology

for all New to Industry sites or those

incurring a major investment

(e.g., new canopy or major canopy

remodel/refurbishment) > $100k

3. If investment is required to bring the

site to Minimum Standards, upgrade to

either HID or LED downlighting fixtures

within 18 months to achieve:

LED > 200 Lux

Unacceptable

No Downlighting or

Downlighting <100 Lux

Minimum Standard

Downlighting ≥ 100 Lux

Recommended Standard

LED Downlighting > 200 Lux

Not Inviting,

Dim/Dark,

Closed?

(25 Lux Avg.

shown here)

Open and

Functional

(165 Lux Avg.

shown here)

Inviting,

Like Daylight

(305 Lux Avg.

shown here)

11000-S – Retail Image Paint Standard

Page 1 of 9

Paint Requirements: Revised 10-19-10

This specification covers the painting requirements for ExxonMobil service stations.

TABLE OF CONTENTS:Section 1: Color Chart Section 2: Material - Exterior Touch Up/Interior PaintsSection 3: Material - Exterior Paints - UrethanesSection 4: Installation Notes

Revisions:L - 12/13/04 - Added Sherwin Williams touch up paints. M - 5/13/05 - Added under canopy spec, blue and red paint mixes, re-organized color

chart. Revised OTR P24/P25 to Sherwin Williams match to SW6099 Sand Dollar and SW6067 Mocha.

N - 6/10/06 - Added Jones Blair #s for P-24/P25 O - 8/17/06 - Added Sherwin Williams mix for P16 OTR Yellow P - 10/31/06 -Added note for defining Proscenium Arch vs Bass Yeager Exxon Buildings Q- 11/27/06 - Added Safety Yellow for painting curbs to identify tripping hazard areas and

Kilz Primer for grafitti cover up. R - 3/4/08 - Removed Finnaren Haley as supplier.

Changed Sherwin Williams Oil Based Urethane to Water Based Acrolon 100 Changed interior restroom door color to P-20 (OTR only)

Revised Sherwin Williams contact. R- 4/8/08 Added API Tank Fill Color Chart S- 10/19/10 - Added paint colors for Image Plus sign panel, perimeter curbing and bay

walls.

Retail Image Paint Specifications Page 2 of 9

SECTION 1: Color Chart

Element Re-imaging EXXON

Re-imaging MOBIL

Canopy / Fueling Area:1. All Column Shrouds or Columns P8 Eggshell White P8 Eggshell White 2. Sign Frames (Snap-Lock), pump toppers P9 Gunmetal Gray P9 Gunmetal Gray 3. Island Curbs, Bollards, etc. P13 Gray P13 Gray 4. Canopy Clearance Sign Letters (decals) Blue (from LSI) Blue (from LSI) 5. Dispenser Numbers for Column (decals) Blue (from LSI) Blue (from LSI) 6. Canopy Ceiling Deck Re-Painting P5 Pure White P5 Pure White 7. Canopy Fascia Band for 42 Inch Fascias P9 Gunmetal Gray P9 Gunmetal Gray 8. Tank Fill – Regular White (w/Black +) White (w/Black +) 9. Tank Fill - Plus/Special Blue (w/White +) Blue (w/White +) 10. Tank Fill - Super/Supreme Red (w/White +) Red (w/White +) 11. Tank Fill – Diesel Yellow Yellow 12. Tank Fill - Fuel Oil Green Green 13. Tank Fill – Kerosene Brown Brown 14. Tank Fill - Vapor Recovery Orange Orange

ID and Building Signs:1. ID Sign Poles/Frames (excluding High Rise

signs) Includes any sign with prices.P8 Eggshell White P8 Eggshell White

2. ID Sign Poles/Frames – High Rise signs P9 Gunmetal Gray P9 Gunmetal Gray 3. Sign Frames (CW and C-store)

Signs and Building POS SignsP13 Gray or P1 Tan

(match building) P13 Gray

4. Lower sign frames and panels for Image Plus Designs.

P1 Tan P1 Tan (for Exxon to Mobil conversions)

Building:1. Building Curbs (if existing is painted) Building Curbs (To identify trip area)

P13 Gray Safety Yellow

P13 Gray Safety Yellow

2. Handrails P13 Gray P13 Gray 3. Building * P1 Tan / P13 Gray

Or P1 Tan / P20 Gray P13 Gray / P5 Pure White

Fascia4. Building Fascia (Gemini) P6 Red / P5 White P23 Blue / P5 White 5. Building Mullions* P13 Gray P13 Gray 6. Building Cove Base* P13 Gray P13 Gray 7. Building Interior - Non OTR – bay walls P28 Woodland Snow P28 Woodland Snow 8. Island Shelter Building P8 Eggshell White P8 Eggshell White

Other:1. Yard Lights And Poles** P9 Gunmetal Gray P9 Gunmetal Gray 2. Small Free-Standing Message Sign Frames P9 Gunmetal Gray P9 Gunmetal Gray 3. Air & Water Stand** P9 Gunmetal Gray P9 Gunmetal Gray 4. Trash Enclosure/ perimeter curbing * P13 Gray P13 Gray 5. Perimeter Curbing (if existing is painted) P13 Gray P13 Gray 6. Vent Pipes (Remote from Building)** P9 Gunmetal Gray P9 Gunmetal Gray

On The Run Only:1. Building - Upper Portion*** P24 Light Stone*** P24 Light Stone*** 2. Building - Lower Portion*** P25 Stone*** P25 Stone*** 3. Building Interior - OTR ONLY P29 Sidewall Grey P29 Sidewall Grey 4. Interior Restroom Doors (re-paint) P20 Gray P20 Gray 5. Fascia P16 OTR Yellow P16 OTR Yellow

* Exxon Proscenium Arch: P1/P13. Exxon Bass Yeager P1/P20. If building exterior color varies due to local requirements, verify spec with XOM representative. Building mullions, cove base and trash enclosure may need to match the special building color. Notethat some buildings have architectural items that require alternate colors such as on fascias or trim. Do not paint any site withoutunderstanding the specific color scheme for that building style. ** If existing yard lights etc. are P13 Gray, they may remain P13 at owner's discretion. *** Effective 5/2005, match to Sherwin Williams: P24 - SW6099 Sand Dollar, P25 - SW6067 Mocha

Retail Image Paint Specifications Page 3 of 9

SECTION 2: Material - Exterior Touch Up/Interior Paints

THE FOLLOWING SECTION DEFINES TOUCH UP PAINT PRODUCTS. THESE PAINTS ARE NOT TO BE USED FOR MAINTANANCE PAINTING OF COMPLETE SERVICE STATION BY CONTRACTOR HIRED BY EXXONMOBIL. REFER TO SECTION 3 (urethanes) FOR THIS APPLICATION. A list of approved paint manufacturers and their product codes are listed below. Contact manufacturer for pricing and shipping information. See end of Section 3 for manufacturer's contact and ordering information.

Manufacturer: Jones-Blair Sherwin Williams Application Type: Repaint Repaint PRIMERPreviously painted surfaces - Exterior Touch Up

Not Applicable Macropoxy 646

- For grafitti cover up, use Kilz Premium Primer #1300.

N/A N/A

PAINT - Touch UpP5 Pure White - Touch Up Only DTM Acrylic SG

Pure White B66W211 P8 Eggshell White - Touch Up Only Rust-Not Acrylic Latex

#351-0186 P-8 DTM Acrylic SG

Pure White B54W101 P9 Gunmetal Gray - Touch Up Only Rust-Not Acrylic Latex

#351-0185 P-9 DTM Acrylic SG

SW-2118P13 Gray - Touch Up Only Rust-Not Acrylic Latex

#RHW6000 P-13 DTM Acrylic SG

P13 Gray Safety Yellow DTM Acrylic Gloss

Safety Yellow SW-4084 P16 On The Run ONLY Interior Wash ‘Wear Ltx. S. Gloss

P-16 OTR Yellow DTM Acrylic Gloss

On The Run Yellow orPro-Mar 200 Latex

Semi-Gloss P20 Gray Wash ‘Wear Ltx. S. Gloss

P-20Pro-Mar 200 Latex

Semi-Gloss SW-7022 (Alpaca) P28 Woodland Snow - Interior Wash ‘Wear Ltx. S. Gloss

P-28Pro-Mar 200 Latex

Semi-Gloss SW-1937 P29 Sidewall Grey - Interior Wash’Wear Ltx. S. Gloss

P-29Pro-Mar 200 Latex

Semi-Gloss SW-2137 PAINT - EFISP16 On The Run ONLY Loxon Exterior Masonry

Acrylic Primer & DTM Acrylic Coating (B66 Series)

DRYVIT: P16 On The Run ONLY yellow: Demandit NA2-12-10-24-05, 2 coats over one coat NA2-12-10-24-04. Contact: David Leli, 800-556-7752

Retail Image Paint Specifications Page 4 of 9

SHERWIN WILLIAMS PAINT MIX TABLE The following mixes are for Sherwin Williams DTM Acrylic paint only. These mixes may not be a direct match using other brands.

BAC Colorants COLOR NAME BASE COLORANT GALLON

FULLOZ.

1/32OZ.

1/64OZ.

1/128OZ.

P-1 Tan Extra White Deep Gold 17

Raw Umber 2 16

Black 3

DTM Acrylic Semi-Gloss B66W211 Maroon 1

P-5 Pure White Extra White

DTM Acrylic Semi-Gloss B66W211

P-8 Eggshell White Extra White Blue 1

Raw Umber 6

Deep Gold 1

DTM Acrylic Semi-Gloss B66W211

P-9 Gunmetal Gray Ultra Deep Black 4 30

Deep Gold 40

Maroon 2

DTM Acrylic Semi-Gloss B66T204 White 2 52

P-13 Gray Ultra Deep Black 2

Red Oxide 7

Yellow Oxide 54

DTM Acrylic Semi-Gloss B66T204 White 4 63

P-16 On The Run Yellow B66Y37 Yellow 100 2 27

White 10

Red 100 2

DTM Acrylic Gloss

P-20 Light Gray Extra White Magenta 1

Raw Umber 51

Black 1

DTM Acrylic Semi-Gloss B66W211 Maroon 1

P-28 Woodland Snow Luminous Deep Gold 2 1

(Interior only for Marts) Maroon 1

ProMar 200 Semi-Gloss B31W2207

Safety Yellow B66Y37

The following is a water based high quality paint to be used for buildings only in low VOC requirement areas.

P-23 ExxonMobil Blue B66T304 Envirotoner

PMS 293C B43W100 1 11

Sher-Cryl Gloss B43L100 9 3

B43G100 1

Retail Image Paint Specifications Page 5 of 9

SECTION 3: Material - Exterior Paints - Urethanes Products listed are 2 component urethanes (unless noted); do not use on EFIS or Dryvit finishes. Contact manufacturer for recommended primer and topcoat paint.

Manufacturer: Jones-Blair Sherwin WilliamsApplication Type: Repaint Repaint

PRIMERFor factory finished surfaces – White

Ureprime HS2 33010/99951 Procryl Universal Primer

For factory finished surfaces – Gray

Ureprime HS2 33514/99951 Procryl Universal Primer

For previously painted surfaces – White

Stantest Multi-Purpose Alkyd Primer 15077

Procryl Universal Primer

For previously painted surfaces-Gray

Stantest Multi-Purpose Alkyd Primer 15632

Procryl Universal Primer

Factory Finished Aluminum Mullions

Ureprime HS2 33010 or 33514/99951

Procryl Universal Primer

Steel Mullions Stantest15077 or 15632 Procryl Universal Primer

PAINTP1 Tan Acrylithane 45757 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC Urethane P5 Pure White Acrylithane 45028 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC Urethane P6 ExxonMobil Red Contact Will Dryden (Jones

Blair)Waterbased Acrolon 100

Low VOC UrethaneP8 Eggshell White Acrylithane 45027 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC Urethane P9 Gunmetal Gray Acrylithane 45627 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC UrethaneP13 Gray Acrylithane 45604 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC Urethane P16 OTR Yellow Acrylithane 45226 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC UrethaneP20 Light Gray Acrylithane 45617 (Acrylic

Urethane)Waterbased Acrolon 100

Low VOC Urethane P23 ExxonMobil Blue Contact Will Dryden (Jones

Blair)Waterbased Acrolon 100

Low VOC Urethane

P24 Sand Dollar (OTR) Acrylithane A2N7009D (Acrylic Urethane)

Waterbased Acrolon 100 Low VOC Urethane

P24 Island Sand (OTR Only - Previous Match)

Acrylithane 45771 (Acrylic Urethane)

Waterbased Acrolon 100 Low VOC Urethane

P25 Mocha (OTR) Acrylithane A2W8026D (Acrylic Urethane)

Waterbased Acrolon 100 Low VOC Urethane

P25 Gothic Rose (OTR Only - Previous Match)

Acrylithane 45776 (Acrylic Urethane)

Waterbased Acrolon 100 Low VOC Urethane

CATALYST HS2 Catalyst 99951 (quart) B65V7203:1 ratio 4:1 ratio

Ordering Information Phone (800) 492-9400; Customer Service Fax (800) 325-6321: E-mail sales@jones-blair.com. Product is shipped (Shelley Lawrence) Technical assistance: Will Dryden E-mail wdryden@jones-blair.com

Visit Local Outlet or call 800-4-Sherwin. Technical assistance: Tom Burker at 440-623-1341 or E-mail at Tom.burker@sherwin.com

Field Application Guides for JONES-BLAIR PAINTS are available by email, fax or regular mail. Same for MSDS or ORDER FORMS.

Retail Image Paint Specifications Page 6 of 9

SECTION 4: API TANK FILL COLOR CHART

Retail Image Paint Specifications Page 7 of 9

SECTION 5: Installation Notes

All painting work shall be conducted in accordance to manufacturer's instructions, including proper surface preparation, primer application and finish coating. Note that two component urethanes are specified in these specifications. Use of these products requires special application procedures and the use of respirators. It is the contractor's responsibility to obtain Material Safety Data Sheets and application instructions from the manufacturer for the primers and paints used in this program.

1. GENERAL CONDITIONS a. The contractor shall provide labor and material necessary to maintain the site in good

condition, which is conducive to good workmanship and which mitigates as much as possible the unpleasing appearance of construction. Should damage occur to any permanent structure or property, such damage shall be repaired at the Contractor's expense. The Contractor will keep the premises free from waste material, rubbish and other debris resulting from the work. At the completion of the work, he will remove all waste materials, rubbish and debris from about the premises as well as all tools, construction equipment, machinery, and surplus materials and will leave the site clean and ready for use by the Owner. The Contractor will restore to their original condition those portions of the site not designated for alteration by the contract documents.

b. The Contractor shall exercise every precaution in the storing of paints, solvents, cleaning fluids, rags and similar materials to eliminate the risk of spontaneous combustion or other hazardous conditions. Portable fire extinguishing equipment shall be provided in a convenient location for emergency access. All painting materials stored on the job site shall be stored in a location outside the work area. The Contractor shall take all safety precautions in accordance with NFPA Bulletin No. 101.

c. A copy of these specifications should be on-site at all times during prep and installation.

2. SURFACE PREPARATION a. All existing equipment and decals are to be removed prior to paint installation and reinstalled

upon completion. This includes fire extinguishers, soap dispensers, towel dispensers, hazard warning labels, all sign frames (2'x2' and other), etc. All moveable equipment should be temporarily relocated to accommodate paintwork (soda machines, ice chests, etc.).

b. Any loose material (paint, metal, wood) is to be scraped, removed and patched as appropriate. Any rusted metal surfaces should be treated with additional spot primer to eliminate further deterioration. Follow SSPC-SP2 & SP3.

c. All silicone caulking is to be removed using a safety blade. Acrylic latex caulking in good condition can remain. If the acrylic latex caulking is in poor condition, it too should be removed using a safety blade as part of the surface preparation. Contractor is responsible for determining the difference between latex and silicone caulk.

d. All metal surfaces are to be power-washed (2,000-3,000 psi) with an environmentally acceptable degreasing detergent to properly clean surfaces. Surfaces are to be thoroughly rinsed with clean water. Power washing is to be done prior to sanding. Contractor must comply with environmental regulations associated with reclaimation of wash water and degreaser.

e. All factory finished or pre-painted glossy surfaces are to be sanded with a 180-220 grit sandpaper. All sanded surfaces are to be solvent wiped before priming.

Retail Image Paint Specifications Page 8 of 9

3. CAULKINGa. All joints, seams, etc. should be caulked with 100 % premium acrylic latex caulk such as

DAP. Silicone caulk must not be used.

b. Allow caulking to cure per manufacturer's specifications prior to priming and painting.

4. PRIMING & PAINTING a. All factory finished surfaces such as ACM (Kynar), canopy column shrouds (some Exxon

locations) and canopy deck pans are to be power washed, sanded, primed and painted with 2 finish coats of paint. Sanded surfaces are to be wiped down prior to priming to remove dust. See Section 3 for material specifications for each surface.

b. All surfaces should be spot-primed as needed in addition to the coat of primer in areas where bare surfaces are revealed to provide even surfaces for finish coating.

c. All other previously painted surfaces such as Eterspan, stucco or block are to primed and covered with 2 coats of finish paint.

d. Aluminum mullions (painted and factory finished) must be sanded, primed (see Section 3 for material specs) and painted with 2 coats of finish paint. See Section 3 for material specifications for each surface.

e. If roller application is used, no more than a 3/8” nap is to be used for factory finished and smooth surfaces. A larger nap may be used on stucco, masonry, or other rough surfaces.

f. All surfaces are to receive at least two finish coats per manufacturer’s recommended DFT of paint to obtain full coverage.

g. If spray application is used, proper precautions must be taken with regards to protection of surrounding surfaces from over spray. All spray applications should be done when customer traffic is at a minimum. Contractor assumes all responsibility for over spray incidents.

h. All paint applications are to be done at or above 40 degrees Fahrenheit (or as otherwise specified by the manufacturer). Retarders or accelerators may be used as conditions warrant per manufacturer's specifications.

i. Do not apply paint finish in areas where dust is being generated. No paint shall be applied when the temperature, as measured in the shade, is below the manufacturer's required ambient and surface temperature. No paint shall be applied when the surface temperature is within five (5) degrees F of the dew point. No paint shall be applied when it is expected that the relative humidity will exceed eighty-five percent (85%) or that the temperature will drop below the manufacturer's requirements within 24 hours after application of the paint. Dew or moisture condensation should be anticipated and if such conditions are prevalent, painting shall be delayed until the surfaces are dry.

j. Protect all adjacent surfaces from paint smears, spatters, over spray and droppings. Do not paint moving parts of operating units, mechanical or electrical parts such as valve operators; linkages; sensing devices and motor shafts. Do not paint over required labels or equipment identification, performance rating, or nameplates.

k. Apply material evenly; free from sags, runs, crawls, holidays or defects. Brush out smooth leaving minimum brush marks. Roll and redistribute paint to an even and fine texture. Leave no evidence of rolling such as laps, irregularities in texture, skid marks or other surface imperfections.

Retail Image Paint Specifications Page 9 of 9

l. Provide "Wet Paint" signs as required to protect newly painted surfaces and customers. Remove temporary protective wrappings after completion of painting operations.

m. All decals on surfaces to be painted are to be removed. New decals will be installed after the items are painted. Decals should not be installed on painted surfaces until 7 days after paint application to allow adequate cure time for the paint.

1 of 7

SOFT-BRANDING GUIDELINES November, 2010

Interim Competitor Conversion

2 of 7

SOFT-BRANDING GUIDELINES

The goal of these guidelines is to provide direction for the usage of temporary signage and permanent decals for a competitor conversion to an Exxon or Mobil branded facility. While soft-branding of competitive locations is not the preferred method of converting sites to Exxon or Mobil, it may be necessary in order to meet certain deadlines imposed by the competitor company or other business opportunities that do not provide the appropriate timing for a complete rebrand. SOME OF THESE SIGNS ARE TEMPORARY ONLY AND SHOULD BE REPLACED WITH PERMANENT SIGNS WITHIN 120 DAYS. In order to reduce customer confusion during this soft-branding process, there are 4 areas that need to be addressed:

1. Main ID Signage 2. Canopy Signage 3. Fueling Area 4. On Site Advertising (OSA)

3 of 7

Section 1 – Main ID SignageIt is important that all competitive brand identification is removed and signs identifying the new brand are installed prior to the store opening under the new brand name. These signs will advise customers of the brand change.

Temporary “Bag Signs” are available through Everbrite. The dimensions of the existing competitor sign will be required when placing the order. By ordering the signs through the approved vendor, insures the correct image is provided.

The order for new signs faces and price signs should be placed as soon as possible in order to meet the 120 days rebranding deadline. Painting of the sign poles and cans can either be done prior to the installation of the new sign faces or simultaneously when replacing the sign faces.

Any ancillary sign that displays a competitor’s specialty fuel grade (ie Texaco with Techron) should also be removed or covered. This includes specialty fuel noted on price signs.

Contact Information for Everbrite

EverbriteJudy Miller jmiller@everbrite.com 1-800-796-7427 ext 1612

4 of 7

Section 2 – Canopy SignageAll competitor logos, emblems and graphics should be removed from the canopy fascia prior to the store opening under the new brand name.

As an option, a temporary sign can be installed on the canopy fascia to cover the existing competitor’s logo. This is available through Everbrite as well.

.

5 of 7

Section 3 – Fueling AreaAll competitor logos, emblems and graphics should be removed from the fueling area prior to the store opening under the new brand name. This includes, but is not limited to, grade identifiers, product hose flags, pump topper sign inserts, pump decals with competitor brand name or specialty fuel.

Above should be replaced prior to store opening under new brand name. New dispenser decals are available through LSI Graphics Plus.

Both Mobil and Exxon have brand specific grade identifiers and should be ordered correctly. Below are the grade identifiers for each brand.

Mobil Grade Identifiers Exxon Grade Identifiers

Contact Information for LSI Graphics Plus

LSI Graphics Plus Customer Service 1-800-688-8843

6 of 7

Section 3 – Fueling Area (cont)The dispenser uprights are to be replaced with silver colored uprights, These can be ordered through the dispenser vendors, or through LSI Graphics Plus. Painting of the uprights is discouraged due to potential pealing of the paint.

If the uprights are currently stainless steel, the uprights can remain unpainted. This also pertains to stainless steel bollards and island forms.

Prior to ordering uprights, confirm the existing uprights are not cover-up panels with stainless steel uprights beneath. Remove the cover-up panels and leave the stainless steel uprights in place. This can be completed during the soft-branding process.

Replace competitor upright with silver colored upright.

Existing stainless steel bollard and island form to remain unpainted.

7 of 7

Section 4 – On Site Advertising (OSA)On Site Advertising Signs are critical to identifying the new brand. If a location has pump top sign frames installed, new signs should be ordered prior to the store opening under the new brand. This also pertains to the area pole signs. New POP signage can be ordered through Sales Support Services. Dimensions of the sign frames will be required when placing the order.

Contact Information for Sales Support Services Sales Support Services 1-800-636-4POP(767)

A Conversion Package is available and should be utilized when a site is to be soft branded. This package includes additional advertising signage displaying the new brand. For information on obtaining the Conversion Package, please contact your Territory Manager.

Exxon De-branding Guidelines

Remove the ExxonMobil proprietary fuel logos (Exxon)from the Main Identification (MID) Price Sign, High RiseSign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as TigerMart, Tiger Market, Wash n' Run, Tiger Wash, Mobil 1,Speedpass, etc.

Exxon De-branding Guidelines1.1.1 Main Identification (MID)Price Sign

Proprietary Logos

Before After

Exxon De-branding Guidelines1.1.2 Main Identification (MID)Price Sign

Proprietary Logos(Continued)

Before After

Remove or change at least one of the names of theExxonMobil proprietary fuel grade identifiers on the MID pricing panel. The new grade names may not appearin ExxonMobil proprietary font.

Exxon De-branding GuidelinesMain Identification (MID)Price Sign

Fuel Grade Identifiers

1.2.1

Before

After

Exxon De-branding GuidelinesMain Identification (MID)Price Sign

Fuel Grade Identifiers(Continued)

1.2.2

Before After

Remove the ExxonMobil proprietary fuel logos (Exxon)and any other ExxonMobil proprietary logos from canopyfascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residual markings remain on thecanopy fascia after the removal of signage, they shouldalso be removed.

Exxon De-branding GuidelinesCanopy

Logo and Fascia

2.1.1

Before

After

Exxon De-branding GuidelinesCanopy

Logo and Fascia(Continued)

2.1.2

Before After

Remove the 2/3 ExxonMobil Red proprietary tradedressassociated with the Exxon branded canopies. Remove or paint over ExxonMobil Red or ExxonMobil Gray panelswith the white outlined canopy design associated with the Exxon brand.

Exxon De-branding GuidelinesCanopy

Fascia Color

2.2.1

Before

After

Exxon De-branding GuidelinesCanopy

Fascia Color(Continued)

2.2.2

Before

After

Remove any ExxonMobil proprietary logos from spreaderboxes and/or other canopy column fixtures. Remove orpaint over red, blue or gray panels outlined in white.

Exxon De-branding GuidelinesCanopy

Spreader Boxes &Column Fixtures

2.3.1

Before

After

Remove all ExxonMobil proprietary logos, advertising,and slogans, from the fuel islands and dispensers, including any Exxon, Tiger, and Speedpass logos, anybranded pump topper inserts, any Tiger pump skirts, any dispenser valance/spreader box/pump header logos,any credit card decals and applications, and any ExxonMobil slogans (i.e. We’re Drivers Too.)

Exxon De-branding GuidelinesFueling Area

Logos, Advertising & Slogans

3.1.11

Before

After

Exxon De-branding GuidelinesFueling Area

Logos, Advertising & Slogans (Continued)

3.1.2

Before After

Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font.

Exxon De-branding GuidelinesFueling Area

Grade Identifiers

3.2.1

Before

After

Remove all exterior and interior signage containingExxonMobil proprietary logos (Exxon, Tiger Mart, TigerMarket, Wash n’Run, Tiger Wash, Mobil 1, Speedpass,etc.) from the convenience store buildings, car wash,service bays, and any other ancillary buildings. Thereshould be no signage containing ExxonMobil proprietary

logos anywhere on site. Remove or paint over red, blue orgray panels outlined in white.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Proprietary Logos

4.1.1

Before After

Remove all signage containing ExxonMobil proprietarylogos from the perimeter signs and equipment, such aspay phones, trash cans, vacuums, air/water machines,ATMs, etc.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Ancillary Signs

4.2.1

Before After

Remove all ExxonMobil proprietary Tiger artwork from theinterior and exterior of the buildings. Remove or paint overred, blue or gray panels outlined in white.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Proprietary Artwork

4.3.1

Before After

Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Customer Service & Information Decals

4.4.1

Before After

Remove or paint over any building fascia that is ExxonMobil Red, ExxonMobil Blue, or ExxonMobil Gray.Remove or paint over red, blue or gray panels outlined in white.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Proprietary Colors

4.5.1

Before After

Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Sponsored Credit Cards

4.6.1

Before After

Ensure that electronic messaging on dispensers or any other forms of electronic broadcast on the site do not contain any ExxonMobil proprietary branding,trademarks, advertising, and/or slogans.

Exxon De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Electronic Messaging

4.7.1

Before

After

Element Removal Description (Minimum Requirements)

I. Main ID/Price Sign, High Rise Sign, and Secondary Signs1. Remove the ExxonMobil proprietary fuel logos (Exxon) from the Main Identification(MID) Price Sign, High Rise Sign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as Tiger Mart, Tiger Market, Wash n' Run,Tiger Wash, Mobil 1, Speedpass, etc.

2. Remove or change at least one of the names of the ExxonMobil proprietary fuelgrade identifiers on the Main ID pricing panel. The new grade names may not appear in ExxonMobil proprietary font.

II. Canopy/Canopy Fascia3. Remove the ExxonMobil proprietary fuel logos (Exxon) and any other ExxonMobil proprietary logos from canopy fascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residualmarkings remain on the canopy fascia after the removal of signage, they should also be removed.

4. Remove the 2/3 ExxonMobil Red proprietary tradedress associated with the Exxonbranded canopies. Remove or paint over ExxonMobil Red or ExxonMobil Gray panelswith the white outlined canopy design associated with the Exxon brand.

5. Remove any ExxonMobil proprietary logos from spreader boxes and/or othercanopy column fixtures. Remove or paint over red, blue or gray panels outlined in white.

III. Fueling Area6. Remove all ExxonMobil proprietary logos, advertising, and slogans, from the fuel islands and dispensers, including any Exxon, Tiger, and Speedpass logos, any branded pump topper inserts, any Tiger pump skirts, any dispenservalance/spreader box/pump header logos, any credit card decals and applications, and any ExxonMobil slogans (i.e. We’re Drivers Too.)

7. Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font. (continued next page)

Complete Date CompletedYes No N/A

Site Name:

Address: Site Number:

City: State Zip Code:

Exxon Retail IdentityDebranding Checklist

5.1.1

5.1.2 Exxon Retail IdentityDebranding Checklist

Element Removal Description (Minimum Requirements)

IV. Site Building Exterior, Perimeter, Interior, and Other 8. Remove all exterior and interior signage containing ExxonMobil proprietary logos(Exxon, Tiger Mart, Tiger Market, Wash n’Run, Tiger Wash, Mobil 1, Speedpass, etc.) from the convenience store buildings, car wash, service bays, and any other ancillary buildings. There should be no signage containing ExxonMobil proprietary logos anywhere on site.

9. Remove all signage containing ExxonMobil proprietary logos from the perimetersigns and equipment, such as pay phones, trash cans, vacuums, air/water machines, ATMs, etc.

10. Remove all ExxonMobil proprietary Tiger artwork from the interior and exterior of the buildings. Remove or paint over red, blue or gray panels outlined in white.

11. Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.

12. Remove or paint over any building fascia that is ExxonMobil Red, ExxonMobil Blueor ExxonMobil Gray.

13. Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.

14. Ensure that electronic messaging on dispensers or any other forms of electronicbroadcast on the site do not contain any ExxonMobil proprietary branding, trademarks,advertising, and/or slogans.

Complete Date CompletedYes No N/A

Mobil De-branding Guidelines

Remove the ExxonMobil proprietary fuel logos (Mobil)from the Main Identification (MID) Price Sign, High RiseSign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as MobilMart, Mobil Wash, Mobil 1, Speedpass, etc.

Mobil De-branding Guidelines1.1.1 Main Identification (MID)Price Sign

Proprietary Logos

Before After

Mobil De-branding Guidelines1.1.2 Main Identification (MID)Price Sign

Proprietary Logos(Continued)

Before After

Remove or change at least one of the names of theExxonMobil proprietary fuel grade identifiers on the MID pricing panel. The new grade names may not appearin ExxonMobil proprietary font.

Mobil De-branding GuidelinesMain Identification (MID)Price Sign

Fuel Grade Identifiers

1.2.1

Before

After

Mobil De-branding GuidelinesMain Identification (MID)Price Sign

Fuel Grade Identifiers(Continued)

1.2.2

Before After

Remove the ExxonMobil proprietary fuel logos (Mobil)and any other ExxonMobil proprietary logos from canopyfascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residual markings remain on thecanopy fascia after the removal of signage, they shouldalso be removed.

Mobil De-branding GuidelinesCanopy

Logo and Fascia

2.1.1

Before

After

Mobil De-branding GuidelinesCanopy

Logo and Fascia(Continued)

2.1.2

Before After

Remove the 2/3 ExxonMobil Blue proprietary tradedressassociated with the Mobil branded canopies.

Mobil De-branding GuidelinesCanopy

Fascia Color

2.2.1

Before

After

Mobil De-branding GuidelinesCanopy

Fascia Color(Continued)

2.2.2

Before

After

Remove any ExxonMobil proprietary logos from spreaderboxes and/or other canopy column fixtures.

Mobil De-branding GuidelinesCanopy

Spreader Boxes &Column Fixtures

2.3.1

Before

After

Mobil De-branding GuidelinesCanopy

Spreader Boxes &Column Fixtures(Continued)

2.3.2

Before After

Remove all ExxonMobil proprietary logos, advertising,and slogans, from the fuel islands and dispensers, including any Mobil, Pegasus, and Speedpass logos, any branded pump topper inserts, any Pegasus pumpskirts, any dispenser valance/spreader box/pump headerlogos, any credit card decals and applications, and anyExxonMobil slogans (i.e. We’re Drivers Too.)

Mobil De-branding GuidelinesFueling Area

Logos, Advertising & Slogans

3.1.11

Before

After

Mobil De-branding GuidelinesFueling Area

Logos, Advertising & Slogans (Continued)

3.1.2

Before After

Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font.

Mobil De-branding GuidelinesFueling Area

Grade Identifiers

3.2.1

Before

After

Remove all exterior and interior signage containingExxonMobil proprietary logos (Mobil Mart, Mobil Wash,Mobil 1, Speedpass, etc.) from the convenience storebuildings, car wash, service bays, and any other ancillarybuildings. There should be no signage containing ExxonMobil proprietary logos anywhere on site.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Proprietary Logos

4.1.1

Before After

Remove all ExxonMobil proprietary Pegasus artwork fromthe interior and exterior of the buildings.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Proprietary Logos

4.1.2

Before

After

Remove all signage containing ExxonMobil proprietarylogos from the perimeter signs and equipment, such aspay phones, trash cans, vacuums, air/water machines,ATMs, etc.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Ancillary Signs

4.2.11

Before After

Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Customer Service & Information Decals

4.3.1

Before After

Remove or paint over any building fascia that is ExxonMobil Blue.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Proprietary Colors

4.4.1

Before After

Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Sponsored Credit Cards

4.5.1

Before After

Ensure that electronic messaging on dispensers or any other forms of electronic broadcast on the site do not contain any ExxonMobil proprietary branding,trademarks, advertising, and/or slogans.

Mobil De-branding GuidelinesSite Building Exterior, Perimeter, Interior, and Other

Electronic Messaging

4.6.1

Before

After

Element Removal Description (Minimum Requirements)

I. Main ID/Price Sign, High Rise Sign, and Secondary Signs1. Remove the ExxonMobil proprietary fuel logos (Mobil) from the Main Identification(MID) Price Sign, High Rise Sign, and any Secondary Signs. Also remove any panelscontaining ExxonMobil proprietary logos such as Mobil Mart, Mobil Wash, Mobil 1,Speedpass, etc.

2. Remove or change at least one of the names of the ExxonMobil proprietary fuelgrade identifiers on the Main ID pricing panel. The new grade names may not appear in ExxonMobil proprietary font.

II. Canopy/Canopy Fascia3. Remove the ExxonMobil proprietary fuel logos (Mobil) and any other ExxonMobil proprietary logos from canopy fascia. There should be no ExxonMobil signage or reference to the brand anywhere on the canopy fascia. If any “ghosting” or residual markings remain on the canopy fascia after the removal of signage, theyshould also be removed.

4. Remove the 2/3 ExxonMobil Blue proprietary tradedress associated with the Mobil branded canopies.

5. Remove any ExxonMobil proprietary logos from spreader boxes and/or othercanopy column fixtures.

III. Fueling Area6. Remove all ExxonMobil proprietary logos, advertising, and slogans, from the fuel islands and dispensers, including any Mobil, Pegasus, and Speedpass logos, any branded pump topper inserts, any Pegasus pump skirts, any dispenseralance/spreader box/pump header logos, any credit card decals and applications, and any ExxonMobil slogans (i.e. We’re Drivers Too.)

7. Remove or change at least two of the colors and one of the names of the ExxonMobil proprietary fuel grade identifiers on the dispensers. The new grade names may not appear in the ExxonMobil proprietary font. (continued next page)

Complete Date CompletedYes No N/A

Site Name:

Address: Site Number:

City: State Zip Code:

Mobil Retail IdentityDebranding Checklist

5.1.1

5.1.2 Mobil Retail IdentityDebranding Checklist

Element Removal Description (Minimum Requirements)

IV. Site Building Exterior, Perimeter, Interior, and Other 8. Remove all exterior and interior signage containing ExxonMobil proprietary logos (Mobil Mart, Mobil Wash, Mobil 1, Speedpass, Pegasus, etc.) from the conveniencestore buildings, car wash, service bays, and any other ancillary buildings. There shouldbe no signage containing ExxonMobil proprietary logos anywhere on site.

9. Remove all signage containing ExxonMobil proprietary logos from the perimeter signs and equipment, such as pay phones, trash cans, vacuums, air/water machines,ATMs, etc.

10. Remove all ExxonMobil customer service and information signage posted on or near front entrances of convenience stores or shops.

11. Remove or paint over any building fascia that is ExxonMobil Blue.

12. Remove all ExxonMobil sponsored credit card applications and decals from dispensers and buildings.

13.. Ensure that electronic messaging on dispensers or any other forms of electronicbroadcast on the site do not contain any ExxonMobil proprietary branding, trademarks,advertising, and/or slogans.

Complete Date CompletedYes No N/A

ExxonMobil Network of Qualified Suppliers2/4/2011

All items are to be directly purchased from the approved suppliers.

ID Signage(Includes LED Price Signs) Everbrite - Judy Miller 800-796-7427 x1612 Federal Heath - Peggy Deheck 877-312-7446 x228 Architectural Graphics Inc (AGI) Jonathan Carr 800-877-7868 x254 * Global Sign Restoration, Inc Theresa Miller 800-238-9916

Price Modules - Electromagnetic & LED PWM Price Signs sales@p-w-m.com 713-290-0626

Canopy Signage Everbrite Judy Miller 800-796-7427 Channel Letters, Legend Cans Federal Heath Kathy Schilter 877-312-7446 x229 Exxon RID to GEMINI

Conversion Kit, Legend Cans Non-Illuminated Signage (Includes pump topper frames, Full/Self Signs for Dispensers, Perimeter Pole Signs (Merchandising & Price), Canopy Column POP frames, Building POP Frames, Car Wash free standing entrance/exit signs & Instructions, etc) M&M Display - Dawn Weaver 800-874-7171 x112

Spanner Banners for Buildings (18"x20') Stout Mfg - Len Ball 800-325-8530

3D Illuminated Canopy Fascia Federal Heath - Kathy Schilter 877-312-7446 x229 LSI-SGI - Customer Service - 800-688-8843

3D Non-Illuminated Canopy Fascia Stout Mfg - Len Ball 800-325-8530

2D Non-Illuminated Metal Cover-up Panels* Stout Mfg - Len Ball 800-325-8530 * LSI-SGI - Customer Service - 800-688-8843

ExxonMobil Network of Qualified Suppliers (cont.)

2D Canopy Cover-up Decals* LSI-SGI - Customer Service - 800-688-8843

Dispenser Imaging and Decals LSI-SGI - Customer Service - 800-688-8843

Store Decals - Exxon Sales Support Services - 1-800-636-4POP LSI-SGI - Customer Service - 800-688-8843

Store Decals - Mobil Sales Support Services - 1-800-636-4POP

POP Signage Sales Support Services - 1-800-636-4POP

Paint Jones Blair - 800-492-9400 - Shelley Lawrence (Tech. Assistance: Will Dryden) Sherwin Williams - 800-4Sherwin (Tech. Assistance: Product Hot-Line 800-321-8194)

ACM Mitsubishi (Alpolic) - Mike Caldwell 770-985-0930 Reynolds - Nick Kremonas - 800-841-7774

Trash Units DCI Marketing - 414-228-7000

Tiger / Mobil Mart Valance Package Miller Zell - Angie Coleman 1-800-626-5185

Car Wash (Tiger Wash/Mobil Wash/Wash-n-Run) Graphics(New bubble graphics in decal, ACM and back lit systems) LSI-SGI - Customer Service - 800-688-8843

Other Miscellaneous Suppliers ListThese suppliers are furnished as information only.

Canopies - (ExxonMobil National Contracts)Madison – Dawn Hitchcock - 918-224-6990 McGee - Tom Hagood - 800-526-5589 Frey Moss – Tony Adams - 800-366-6385

DispensersGilbarco, Dresser Wayne and Tokheim dispensers are purchased from the supplier's distribution chain.

LightingLSI Industries Customer Service - 800-436-7800 ext 3052 Beta Lighting - Customer Service - 800-236- 6800

* - Denote Gemini Light compliant option and supplier.

*** - Image Plus has been removed from the Approved Vendor list.