Esso Card

📋 1 Guidelines

🔗 Connections

Sector

Finance Petrol station

Region

Usa

Guideline Year

2016

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • The Esso CardTM logo is the visual representation of the Esso CardTM brand, aiming for consistent, recognizable, and high-quality branding across all applications [^1].
Core Values
  • consistency
  • legibility
  • visual impact
  • accuracy
Target Audience
  • Internal use, approved agencies, and card issuers involved with Esso CardTM branding and communications [^2].
Personality Traits
  • professional
  • reliable
  • clean
  • bold
Visual Identity Overview
  • The visual identity centers on the Esso CardTM logo, which uses specific color palettes (ExxonMobil Red, ExxonMobil Blue, White), clear space, minimum size requirements, and multiple logo variations for different backgrounds. The style is clean, bold, and highly recognizable, emphasizing legibility and brand consistency [^3].

Categories

Logo Usage
  • Avoid changing the proportions, style, and color of the logo. Only authorized artwork of the logo should be used for reproduction.
  • Always adhere to color specifications to ensure consistent presentation of our logo. For all print communications, refer to Pantone® or CMYK specifications. For all digital communications (e.g., PowerPoint® presentations or on a website), refer to RGB or Hex specifications.
  • A minimum amount of clear space should always surround the logo, separating it from other graphic elements. This protected area preserves the legibility and visual impact of the logo.
  • The minimum clear space is equal to the height of the “E” in Esso mark on all sides of the logo. When placed on the ExxonMobil Blue background, the minimum clear space may be equal to 1/2 of the height of the “E” in Esso mark on all sides of the logo.
  • Minimum size is the smallest size at which to safely reproduce the logo for both print and digital applications.
  • To ensure quality reproduction, the logo may not be reproduced with the height of the “E” in Esso mark smaller than 0.156 inches; 4 mm; or 11 pixels.
  • Note: All logo variations share the same clear space and minimum size specifications.
  • ExxonMobil Red: Pantone 485 C, CMYK 0 100 90 0, RGB 254 0 12, HEX #D42E12
  • ExxonMobil Blue: Pantone 293 C, CMYK 100 60 0 0, RGB 12 71 157, HEX #0047BA
  • White: Pantone n/a, CMYK 0 0 0 0, RGB 255 255 255, HEX #FFFFFF
  • Using the appropriate logo variations is critical on every application. When selecting the logo, consider the space in which the logo will be shown to ensure legibility and visual impact of the logo.
  • The color-positive and color-reverse logos are the preferred versions. Use the color-positive version on all white or light backgrounds. Use the color-reverse version on black or dark backgrounds. One-color versions may be used when print color is limited.
  • Note: Within these guidelines, logos are occasionally displayed within a box or shape. This treatment is for display purposes only. Always adhere to clear space specifications.
Color Palette
  • Always adhere to color specifications to ensure consistent presentation of our logo. For all print communications, refer to Pantone® or CMYK specifications. For all digital communications (e.g., PowerPoint® presentations or on a website), refer to RGB or Hex specifications.
  • ExxonMobil Red: Pantone 485 C, CMYK 0 100 90 0, RGB 254 0 12, HEX #D42E12
  • ExxonMobil Blue: Pantone 293 C, CMYK 100 60 0 0, RGB 12 71 157, HEX #0047BA
  • White: Pantone n/a, CMYK 0 0 0 0, RGB 255 255 255, HEX #FFFFFF
  • Avoid changing the proportions, style, and color of the logo. Only authorized artwork of the logo should be used for reproduction.
  • The color-positive and color-reverse logos are the preferred versions. Use the color-positive version on all white or light backgrounds. Use the color-reverse version on black or dark backgrounds. One-color versions may be used when print color is limited.
Visual Style
  • Avoid changing the proportions, style, and color of the logo. Only authorized artwork of the logo should be used for reproduction.
  • Always adhere to color specifications to ensure consistent presentation of our logo. For all print communications, refer to Pantone® or CMYK specifications. For all digital communications (e.g., PowerPoint® presentations or on a website), refer to RGB or Hex specifications.
  • A minimum amount of clear space should always surround the logo, separating it from other graphic elements. This protected area preserves the legibility and visual impact of the logo.
  • The minimum clear space is equal to the height of the “E” in Esso mark on all sides of the logo. When placed on the ExxonMobil Blue background, the minimum clear space may be equal to 1/2 of the height of the “E” in Esso mark on all sides of the logo.
  • Minimum size is the smallest size at which to safely reproduce the logo for both print and digital applications.
  • To ensure quality reproduction, the logo may not be reproduced with the height of the “E” in Esso mark smaller than 0.156 inches; 4 mm; or 11 pixels.
  • Note: All logo variations share the same clear space and minimum size specifications.
  • ExxonMobil Red Pantone: 485 C, CMYK: 0 100 90 0, RGB: 254 0 12, HEX: #D42E12
  • ExxonMobil Blue Pantone: 293 C, CMYK: 100 60 0 0, RGB: 12 71 157, HEX: #0047BA
  • White Pantone: n/a, CMYK: 0 0 0 0, RGB: 255 255 255, HEX: #FFFFFF
  • Using the appropriate logo variations is critical on every application. When selecting the logo, consider the space in which the logo will be shown to ensure legibility and visual impact of the logo.
  • The color-positive and color-reverse logos are the preferred versions. Use the color-positive version on all white or light backgrounds. Use the color-reverse version on black or dark backgrounds. One-color versions may be used when print color is limited.
  • Note: Within these guidelines, logos are occasionally displayed within a box or shape. This treatment is for display purposes only. Always adhere to clear space specifications.
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