your detailed guide to PROPER USE AND DISPLAY OF THE VALERO BRAND
OVERVIEW & table of contents
VANGUARD BRANDING PROGRAM The Valero Vanguard Branding Program has been developed to give each store a look of quality and distinction. The identity and site elements are specifically designed to represent the brand as fresh, modern and forward-thinking as we pursue our goal of expanding our wholesale network. While it is impossible to show every variation to the brand image that may be required, this manual provides guidelines covering key aspects of the program including, but not limited to, signage, canopies, dispensers and paint specifications. All materials and signage necessary to meet the guidelines and specifications set forth in this Wholesale Branding Manual must be obtained through one of Valero’s authorized suppliers unless otherwise approved, in writing, by Valero. This requirement applies to new builds and sites undergoing major conversions as well as existing sites involved in minor improvements or repairs (e.g. installation of a new dispenser, repainting, refurbishment of building or canopy fascias, etc.). IMPORTANT NOTE This Branding Manual, together with the VMSC Basic Image Requirements and the VMSC Basic Operational Requirements collectively provides the requirements covering the proper use and display of the relevant Valero brand at each branded Station, as well as the operation thereof (“Brand Standards”). The current versions of each of the Brand Standards documents are available on the Wholesale Portal. The Brand Standards are an important part of your relationship with us. You are required to be in full and strict compliance at all times, unless otherwise authorized in writing by Valero. Each of your Station(s) will be inspected periodically to ensure compliance with the Brand Standards. Failure to comply with the Brand Standards is grounds for termination of the brand license for a branded Station. Valero reserves its right to amend, change, or otherwise modify the Brand Standards from time to time. In the event that the brand license for a Station has been terminated, the Station must be promptly “Physically Debranded” as that term is defined and explained in the Distributor Marketing Agreement or Dealer Supply Agreement, as applicable, and the Debrand Reference Guide attached as Appendix 1 to this Valero Branding Manual. i
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