Site Branding Overview
Site Branding Overview
USAGE CRITERIA continued Branded Fuel Dispenser Graphics Graphics for Multiple Product Dispensers (MPDs) on the Branded Fuel Island consist of the following elements as illustrated in Section E. • Pump Bonnets • Door Skins • Brand Decals • Fuel Grade Decals • Octane Rating Decals • Warning Decals (see Important Note below) • TOP TIER TM Gasoline Decals • Proud to Be American Decals Stand-alone Branded Diesel Dispensers are acceptable on the Branded Fuel Island and will include the same door skins as on the MPDs (pump bonnets are optional). A yellow decal with DIESEL in blue letters should also be affixed to the face of Branded Diesel Dispensers (see illustration on page G.2).
Branded Fuel Dispenser Bonnets Bonnets with Valero wordmarks and logos are mandatory for all MPDs on the Branded Fuel Island.
The only exceptions are when local codes restrict the use of wordmarks on dispenser bonnets, or when local codes or certain pump models restrict the use of branded bonnets altogether. Bonnets are optional on stand-alone Branded Diesel Fuel Dispensers. If present, they should meet the same criteria as for MPDs.
Bollards Steel bollards on all Branded Fuel Islands are to be painted blue. Bollards surrounding buildings and car washes should complement the proprietary building design and Valero image. There are three exceptions: • Large concrete bollards on all fuel islands are painted dark gray. • Steel bollards on the Unbranded Fuel Island are also painted dark gray. • Steel finish bollards do not require painting unless previously painted.
Important Note: Fuel Warning/Regulatory Decals Distributors are solely responsible for providing proper notice (in compliance with all local, state and Federal laws) to consumers regarding the dangers associated with dispensing and using fuels and fuel products. Valero DOES NOT provide fuel warning/regulatory decals to distributors. However, the distributor is responsible for the purchase and placement of warning/regulatory decals on all fuel dispensers used to notify the public about the dangers associated with dispensing and using fuel and fuel products.
Curbs All curbs will be painted dark gray (excluding steel curbs which do not require painting unless previously painted). This applies to all fuel islands (including Unbranded), in addition to steel finish curbs around buildings and car washes. Light Poles/Gas Vents/Trash Enclosures All light poles will be painted Thundercloud light gray. Gas vents away from buildings will also be painted Thundercloud light gray while those adjacent to buildings should match the neutral color of the building. Trash enclosures will also be painted Thundercloud light gray. Store Fascia Graphics Except where restricted by local codes, options for store fascia treatments include: • Freestanding Building: Neutral color graphics and S tore N ame in White block letters (first letter of each word is capitalized with remaining letters in small capitals). • Island Marketer: Neutral color graphics and S tore N ame in White block letters (first letter of each word is capitalized with remaining letters in small capitals). • Building Construction: As a result of re-branding existing sites, various building types may not be conducive to standard fascia treatments; custom treatments will be dealt with on a site by site basis. Important Note: Unauthorized Signage on Building Fascia Under no circumstances is it acceptable to install or display signage on the building fascia of either a temporary or permanent nature without prior, written authorization from Valero. This includes reader boards, banners, promotional signs of any nature, etc.
Pump Number Signs Pump number signs will be placed on each side of any canopy pole adjacent to a pump at a right angle to the fuel island. These will be attached directly to the pole or cladding, whichever applies. As a rule, the pump number signs should be positioned 10’-6” from ground level (as measured from the base of the canopy pole to the rounded bottom of the sign). The background on the signs will be blue with white vinyl numbers. See page F17. Valero pump number signs can be ordered with or without the number pre-applied. Number sequence can be applied with either the same number or a different number on both sides.
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Important Note: Pump Number Signs Pump number signs are utilized on Branded Fuel Islands only. Unbranded Fuel Islands MUST NOT , under any circumstances, receive this treatment.
Branded Fuel Dispenser Risers A white or aluminum finish is the brand standard for all risers (does not apply to Ovation model dispensers).
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