b1 The ENOC Company 10 b1.1 ENOC s Vision 10 b1.2 ENOC s Mission Statement 10

Transcription

1 Brand Manual

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3 CONTENTS P.3 INTRODUCTION a1 Message from the Group Chief Executive & Board Member 7 a2 Importance of the Super Lube Brand Manual 8 a3 How to Use the Super Lube Brand Manual 9 a4 Manual Copyright Statement 9 MARKETING b1 The ENOC Company 10 b1.1 ENOC s Vision 10 b1.2 ENOC s Mission Statement 10 b2 Super Lube (Offerings and benefits to dealers & to end users 11 b2.1 Super Lube Vision statement 11 b2.2 Super Lube Mission Statement 11 b2.3 Super Lube Brand Strategy 11 b2.4 Super Lube Values 11 BASIC ELEMENTS c1 Logo 14 c1.1 Logo Structure with Exclusion Zone 15 c1.2 Logo Minimum Size 15 c1.3 Vertical Format Logo 16 c1.4 Logo Structure with Backdrop 17 c1.5 Logo Usage with Background 18 c1.6 Unacceptable Usages 20 c2 Typography 21 c2.1 Typography Usage - Eurostile 21 c2.2 Typography Usage - Helvetica 22 c2.3 Typography Usage - Frutiger 23 c2.4 Typography Usage - Manal (Arabic) 25 c3 Colour Palette 27

4 P.4 c4 Imagery 28 c4.1 Imagery (pictorial) 28 c4.2 Imagery (abstract) 29 c4.3 Imagery (graphics) 29 BRANDING d1 Uniform 32 d1.1 Caps 32 d1.2 Polo and Pants 32 d1.3 Overalls 33 d2 Jacket 34 d3 Polo Shirt 34 d4 Service Support Material 35 d4.1 Floor Mat 35 d4.2 Car shade 36 d4.3 Oil Change Stickers 36 d5 Invoicing 37 d6 Fender 38 d7 Promotional Merchandising 39 d7.1 Mugs 39 d7.2 Umbrella 39 d7.3 Key Chain 40 d7.4 Pen 40 d7.5 Towel 41 d7.6 Tissue Box 41 e1.1 Waiting Room 42 e1.2 Super lube Bay Branding 43 e1.3 Pylon Sign 43 Communication f1 Advertising 46 f1.1 A4 Ad 46 f1.2 Half page Ad 47

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7 INTRODUCTION P.7 a1 Message from the Group Chief Executive & Board Member ENOC provides the energy behind Dubai s phenomenal growth. Supporting the oil, chemicals, gas, aviation, shipping, liquid storage, information technology, retail, travel and real estate industries, the Group touches almost every facet of the emirate s development and puts its name firmly on the overseas arena. Responsible, reliable, innovative and progressive, ENOC is the Energy Partner of Choice. This brochure maps the development of ENOC from a government-owned oil and gas player into a truly global operator spanning a number of key sectors, and as a major force in the continuing diversification of the economies of Dubai and of the United Arab Emirates. In line with its business aims and social commitment, ENOC employs an increasingly qualified, skilled and dedicated staff of UAE nationals and expatriates. This brochure also charts the Group s global expansion, from the shores of the Emirates to the Far East, Europe, Africa and the Levant. With the ENOC brand now recognized as trustworthy and reliable in more than 20 countries, the Group is now actively pursuing further global expansion. As the Energy Partner of Choice, ENOC s name will become synonymous with best practices across multiple industries and markets. Saeed Khoory Group Chief Executive

8 P.8 a2 Importance of the Super Lube Brand Manual Creating a world-class brand is one of our strategic priorities. Our new brand identity plays an important role in building the Super Lube brand. The logo, colours and identity system reflect the high standards we have set for ourselves and the professionalism with which we intend to meet these standards. The logo is the cornerstone of the Superlube visual identity system, the primary means by which we will signal our presence and activities. In the minds of our customers, the Super Lube brand is shaped by the images they see, the words they hear, and the service they receive. Every time you use the Super Lube logo and other elements of our brand identity, you are reinforcing that image. The consistent application of the brand identity will allow us to send a clear, controlled message of who we are, creating a strong unifying image of our products and services, as it is our most valuable asset. The success of our brand depends on the individual efforts of each person involved in the creation of our communications for Super Lube. The guidelines presented here will help you create high-quality marketing material for all media and to ensure that the brand has a consistent image no matter where it is seen. To summarise, the manual is necessary to: Ensure consistency of the brand image everywhere and in all applications, across different cultures, languages and customs. Keep the brand recognizable. Provide a central guide and reference for brand managers, advertising agencies, printers and all others responsible for propagating the brand image. Help preserve the legal validity of the logo and brand by ensuring that it does not change from the registered trademark.

9 P.9 a3 How to Use the Super Lube Brand Manual It is essential to read through the Marketing Section to understand the ENOC Company and the objectives of Super Lube. It provides a generic overview as well as a brief summary of the values of the Super Lube brand. Design and Communications Section: This section lays down broad guidelines for creating all kinds of communication and internal documents. These guidelines are not intended to restrict the creative process, nor the need for local flavour in communications. What they are concerned with is the position and usage of the logo and the brand colours to ensure instant recognition across all boundaries. These must be followed strictly, as laid down here. If you require electronic artworks or the fonts, please contact the Super Lube Head Office, Dubai, UAE. See back cover for contact information. We have attempted in this section to foresee and provide guidelines for all types of communication - both internal and external - that you may find the need to create. However, if there is a topic not specifically covered here, or if you are considering exceptions and modifications, they need to be cleared by the Super Lube Head Office, Dubai, UAE, for necessary approvals prior to use. See back cover for contact information. a4 Copyright Statement Copyright 2006 Emirates National Oil Company limited (ENOC)* LLC. All Rights Reserved. This manual may not be copied, modified, reproduced, used or distributed in whole or in part in any form and by any means whatsoever, whether graphic, electronic or mechanical (including photocopying), without the prior written permission of ENOC*. Possession of the logo and design guidelines does not grant any rights whatsoever to use the ENOC and Super Lube trademarks or logos (whether registered or unregistered) without the prior written permission of ENOC*. Advice and opinion provided herein are given in good faith and on the basis of the best information available, but without any warranty. ENOC disclaims all express and implied warranties to the maximum extent permitted by the law, and in no event will ENOC or any of its subsidiaries be liable for any indirect losses of any kind based on contract negligence or other tort. ENOC reserves the right to change or otherwise modify the contents of this manual or any other product information without prior notice. The use of the name ENOC or Super lube when referring to subsidiaries or affiliates is only for convenience and is not intended as an accurate description of corporate relationships. *See back cover for contact information.

10 P.10 b1 The ENOC Company To market Super Lube effectively, it is essential to understand the corporate values of the ENOC Company. As a company that is accountable to consumers, partners, regulators, and employees, ENOC has achieved an effective balance between profitability and responsibility, through certain immutable values and work practices, such as: Transparency in all relationships and honesty in all transactions. Complete professionalism in all that we do, from the training of employees to the effective adaptation of global technology to local needs. A highly productive work ethic of teamwork, in a lively and stimulating work environment Superior product quality. Trust and reliability, inspired by our uncompromising dedication to quality. Continuous growth, as a company and in product development, through proactive responses to changing consumer requirements as well as research and development. Concern and respect for each other, for our customers and our planet. We are committed to sustainable development in our areas of operation, effective environmental policies, as well as the promotion of renewable and alternative energy sources. Above all, the ENOC Company stands for quality. In all interactions - whether with customers, suppliers or employees - this value is the most important. b1.1 ENOC s Vision To be the reliable and responsible Energy Partner of Choice Reliable - Market responsive, innovative quality driven, best-in-class management, best-in-class financial performance. Responsible - Integrity, social and environmental participation, best-in-class management, best-in-class financial performance. Partner of Choice - The choice of all partners: customers, shareholders, suppliers, employees and business associates. From the individual customer at the pump to international business partners, ENOC will be the Energy Partner of Choice. b1.2 ENOC s Mission Statement To be the reliable and responsible Energy Partner of Choice, ENOC will: Constantly innovate in quality of product and service development and delivery. Meet market demands swiftly and positively. Provide best-in-class management and financial performance. Contribute positively to social and environmental issues. And hence, be a leader in Dubai>s global future.

11 P.11 b2 Super Lube Super Lube, Is a UAE brand that offers quality automotive service, available at branded outlets in ENOC gas stations and in stand alone facilities. Super Lube facilities are equipped to provide generic oil change services, car wash and other related automotive services. The brand s philosophy is to provide quality services that s convenient to the customer. Its outlets are visible and located in accessible areas. A highly trained staff performs professional services in fully equipped facilities. And most importantly, customers should feel the experience is rewarding. To this end, a comfortable waiting room is available to customers to relax while overlooking work on their car. They are also encouraged to return with a loyalty programme that includes free gifts, discounts, vouchers, car washes and 20-point checks. Super Lube caters to a more discerning customer, who is willing to invest more in their car s maintenance for ultimate peace of mind. b2.1 Super Lube Vision Statement To be recognized as the preferred automotive quick services provider b2.2 Super Lube Mission Statements To provide quality service that s convenient to the customer. This is achieved by: Visible locations in accessible areas Providing the customer with a pleasurable experience Providing professional service b2.3 Super Lube Brand Strategy To build Super Lube s brand equity through word of mouth To promote a premium image of professional and pleasurable service To generate brand loyalty through rewarding and proper service b2.4 Super Lube Values Professional service Professional staff Efficient service Customer comfort

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13 BASIC ELEMENTS P.13 BASIC ELEMENTS c1 Logo 14 c1.1 Logo Structure with Exclusion Zone 15 c1.2 Logo Minimum Size 15 c1.3 Vertical Format Logo 16 c1.4 Logo Structure with Backdrop 17 c1.5 Logo Usage with Background 18 c1.6 Unacceptable Usages 20 c2 Typography 21 c2.1 Typography Usage - Eurostile 21 c2.2 Typography Usage - Helvetica 22 c2.3 Typography Usage - Frutiger 23 c2.4 Typography Usage - Manal (Arabic) 25 c3 Colour Palette 27 c4 Imagery 28 c4.1 Imagery (pictorial) 28 c4.2 Imagery (abstract) 29 c4.3 Imagery (graphics) 29

14 P.14 c1 Logo Structure The Super Lube Logo is the foundation of the Super Lube identity and the primary common element of all communications. To preserve the legal protection and market strength of the trademark logo, it must be used strictly according to the guidelines provided here. The Super Lube logo consists of two elements: 1. The speeding line font 2. The Super Lube Logotype Pantone 3268 C C=78, M=0, Y=51, K=0 Pantone 200 C C=0, M=100, Y=65, K=15

15 P.15 c1.1 Logo Structure with Exclusion Zone Shown here is the ONLY acceptable usage of the Super Lube logo. When applying the Tagline, be sure to follow the correct spacing. 51X 8X 1X 2X 2X c1.2 Logo Minimum Size Setting a minimum size ensures that the logo retains its integrity. The minimum overall height of the logo should be an inch for print. 1inch

16 P.16 c1.3 Vertical Format Logo Under special circumstances the SuperLube logo can be used vertical. This is the only acceptable usage. 30X 14X 7X 1X

17 P.17 c1.4 Logo Structure with Backdrop The following examples clearly illustrate the acceptable usage of the logo when reversed on black, dark and light backgrounds. The grey used in the flame component is 30% black.

18 P.18 c1.5 Logo Usage with Background The following examples clearly illustrate the acceptable usage of the logo when reversed on black, dark and light backgrounds. 1X 5X 12X

19 P.19 1X 5X 12X

20 P.20 c1.6 Unacceptable Usages The following examples clearly illustrate the acceptable usage of the logo when reversed on black, dark and light backgrounds.

21 P.21 c2 Typography The typefaces here are for all Super Lube communication in English and Arabic, such as press ads, point-of-sale materials, etc. This does not include packaging. Please ensure that no other typeface is used. For other languages, choose a typeface taking into account the following factors: 1. The message must be clear and legible in any size. 2. The typeface must retain its integrity and character at minimum and maximum sizes. 3. There must be visual synergy with the English typeface. The Eurostile and Helvetica typeface has been chosen for all Super Lube communication in English. c2.1 Typography Usage - Eurostile Eurostile is used for corporate literature and headlines in advertising. The samples below are the weights which have been approved. Eurostile Bold Extended, Eurostile Plain Roman, Eurostile Bold Roman. Usages of the weight are shown below. HEADLINE FONT - Upper only - Eurostile Bold Extened Two Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Upper and Lower - Eurostile Plain Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Upper and Lower - Eurostile Bold Roman To be used where copy is reversed for added readabilty ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+

22 P.22 c2.2 Typography Usage - Helvetica Helvetica is used for bodycopy purposes in corporate literature and advertising. In addition to the Eurostile typeface, Helvetica has been chosen as a typeface for body copy. The samples below are the weights which have been approved. Helvetica Plain Roman, Helvetica Bold, Helvetica Italic & Helvetica Bold Italic. BODYCOPY FONT - Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Helvetica Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Helvetica Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+

23 P.23 c2.3 Typography Usage - Frutiger Frutiger is used for bodycopy purposes in corporate literature and advertising. In addition to the Eurostile typeface and Helvetica, Frutiger has been chosen as a typeface for body copy. The samples below are the weights which have been approved. Frutiger Roman, Frutiger Bold, Frutiger Italic, Frutiger Bold Italic, Frutiger Black, Frutiger Black Italic & frutiger Ultra Black. BODYCOPY FONT - Frutiger Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Frutiger Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Frutiger Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+

24 P.24 BODYCOPY FONT - Frutiger Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Frutiger Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+ BODYCOPY FONT - Frutiger Ultra Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =!@#$%^&*()_+

25 P.25 c2.4 Typography - Manal (Arabic) The Manal family has been chosen as the typeface for all Super Lube communication in Arabic. The weights approved for use are Manal Regular, Manal Bold and Manal Black. The Manal typeface is available in postscript format from Diwan TypeLibrary. HEADLINE FONT - Manal Black أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن BODYCOPY FONT - Manal Regular أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي BODYCOPY FONT - Manal Bold To be used where copy is reversed for added readabilty أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي Remark: Any other languages will have to be approved by EISL marketing and brands prior to any implementation.

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27 c3 Colour Palette P.27 To ensure consistent colour communication, always use the correct colour breakdowns wherever applicable. Primary Colours Pantone Process Black C C=30, M=30, Y=30, K=100 R=7, G=0, B=2 Pantone 3268 C C=78, M=0, Y=51, K=0 R=0, G=179, B=150 Pantone 200 C C=0, M=100, Y=65, K=15 R=211, G=15, B=71 White C=0, M=0, Y=0, K=0 R=0, G=0, B=0 Secondary Colours Pantone 108 C C=0, M=6, Y=95, K=0 R=255, G=229, B=16 Pantone Cool Gray 7C C=0, M=0, Y=0, K=37 R=173, G=175, B=178 Pantone 564 C C=41, M=7, Y=24, K=0 R=133, G=112, B=64 Pantone 7544 C C=13, M=3, Y=0, K=49 R=138, G=145, B=153 Tertiary Metallic Colours Pantone 871 C C=34, M=44, Y=76, K=5 R=133, G=112, B=64 Pantone 8283 C C=75, M=27, Y=51, K=5 R=53, G=-26, B=-3 Pantone 8882 C C=28, M=90, Y=61, K=16 R=40, G=46, B=13 Logo Colours The colours shown are the designated brand colours for Super Lube. Please follow the specifications here. Approximations, tints, percentages or hues are not acceptable. Super Lube Red: Pantone reference: To match Pantone 200 CVC; Process colours: Cyan 0%, Magenta 100%, Yellow 65%, Black 15%; International paint reference: NCS s 1080-R 60% Gloss; 3M Scotchcal translucent film: Regal Red ; 3M Soctchcal opaque film: Special colour VC 1957 Super Lube Green: Pantone reference: To match Pantone 3268 CVC; Process colours: Cyan 78%, Magenta 0%, Yellow 51%, Black 0%; International paint reference; NCS 50GG 30/467 60% Gloss; 3M Scotchcal translucent film; Turquoise ; 3M Scotchcal opaque film: Dark Aqua Super Lube White: International paint reference: To match Signal White Ral % Gloss; 3M Scotchcal translucent film; To match ; 3M Scotchcal opaque film: to match White ; Alucobond ACM: To match White 16, RP785

28 P.28 c4 Imagery The pictorial & abstract imagery chosen here is meant to be generic. When choosing imagery stay away from themes that can be obviously connected to specific countries. Choose images that portray movement or create this effect using a motion blur. c4.1 Imagery (pictorial)

29 P.29 c4.2 Imagery (abstract) c4.2 Imagery (Graphics)

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31 BRANDING P.31 BRANDING d1 Uniform 32 d1.1 Caps 32 d1.2 Polo and Pants 32 d1.3 Overalls 33 d2 Jacket 34 d3 Polo Shirt 34 d4 Service Support Material 35 d4.1 Floor Mat 35 d4.2 Car shade 36 d4.3 Oil Change Stickers 36 d5 Invoicing 37 d6 Fender 38 d7 Promotional Merchandising 39 d7.1 Mugs 39 d7.2 Umbrella 39 d7.3 Key Chain 40 d7.4 Pen 40 d7.5 Towel 41 d7.6 Tissue Box 41 e1.1 Waiting Room 42 e1.2 Super lube Bay Branding 43 e1.3 Pylon Sign 43

32 P.32 d1 Uniforms All uniforms must conform to the base colour of Pantone 200C. d1.1 Caps 018 d1.2 Polo & Pants

33 d1.3 Overalls P.33 The overalls must have the Super Lube tagline on the back clearly visible

34 P.34 d2 Jacket Back Front 024 d3 Polo Shirt 025

35 P.35 d4 Service Support Material Service support material is used in various facilities to prevent damage or staining of the customer s vehicle. The Super Lube logo must appear prominently. d4.1 Floor Mat (Option 1) (Option 2) (Option 3) 028

36 Service (Kms) Next Oil Filter: Oli Change: Kms: Date: Service (Kms) Next Oil Filter: Oli Change: Kms: Date: d4.2 Car Shade P.36 (Option 1) (Option 2) d4.3 Oil Change Stickers (Option 1) (Option 2) 031 Front Front Date: Date: Kms: Kms: Oli Change: Oil Filter: Next Service (Kms) Oli Change: Oil Filter: Next Service (Kms) 032 Back Back

37 P.37 d5 Invoicing

38 P.38 d6 Fender 035 (Option 1) 036 (Option 2)

39 P.39 d7 Promotional Merchandising d7.1 Mugs d7.2 Umbrella

40 P.40 d7.3 Key Chain d7.4 Pen 043

41 d7.5 Towel P d7.6 Tissue Box * In case of contribution, the dealer reserves the right to print the company s name and address on the side flaps.

42 e1.1 Waiting Room P Exterior 049 Interior

43 e1.2 Super Lube Bay Branding P e1.3 Pylon Sign 053

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45 COMMUNICATION P.45 Communication f1 Advertising 46 f1.1 A4 Ad 46 f1.2 Half page Ad 47

46 P.46 f1 Advertising This section features the Super Lube template for press, online and outdoor advertising. Please follow the proportions indicated for maximum impact and recognition. f1.1 A4 Vertical Ad 6X MAIN VISUAL AND TEXT AREA 9X 1X 054

47 P.47 f1.2 A4 Half Page Ad 11X MAIN VISUAL AND TEXT AREA 7X 1X 055

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49 Brand Manual