CHAPTER 1 VALVOLINE TRADEMARK AND LOGO GUIDELINES

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Susan Owens
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1 SIGNAGE GUIDELINES

2 CHAPTER 1 VALVOLINE TRADEMARK AND LOGO GUIDELINES Valvoline is a registered trademark of Ashland or its subsidiaries in numerous countries and is used by Ashland to market its patented product technology. This document sets forth the guidelines for referencing the Valvoline trademarks and logo. This document also describes the review and approval process for marketing materials and press releases that reference Valvoline products by name and/or include the Valvoline logo. Trademark Guidelines The following guidelines specify how to reference Valvoline products in marketing materials, the correct trademark symbol to use, and the correct capitalization of the trademark. > Valvoline and Valvoline registered products must never be used as a generic term or in plural or as a possessive noun, e.g., Valvoline s. > When the Valvoline brand name and/or Valvoline registered products is used as part of noun, it should never appear on its own. It should always be accompanied by a noun. For example, Valvoline products, Valvoline lubricants, etc. Trademark Symbol As Valvoline is a registered trademark, the trademark symbol must be used immediately after the trademark on first use. The use of the symbol is not required on subsequent references Correct: Valvoline Incorrect: Valvoline Capitalization When the trademark Valvoline is presented in copy, capitalize only the first letter. The trademark should never appear in all uppercase letters in copy. Correct: Valvoline Incorrect: VALVOLINE Logo Guidelines Please refer to to obtain an electronic file of Valvoline logos and guidelines. The guidelines that follow indicate the color, background, minimum size, clear space, and center alignment requirements for the preferred Valvoline EMEA logo. Take care to ensure the logo is used correctly in all applications, both print and online. The shape, color, and configuration should never be altered in any way. Always use the electronic artwork provided by Ashland.

3 Color Palette The Valvoline logo was created using a PANTONE* color, which is used in professional printing presses, and is the preferred color model for print applications. When the PANTONE color is unavailable or using the PANTONE color is not possible, use the CMYK color model. For all Web/Internet applications, use the RGB color model. The color models, applications and values for the logo are shown in the table below. Valvoline Dark Blue Color Model Application Values PANTONE Printing PANTONE 280 CMYK Printing C=100 M=72 Y=0 K=18 RGB Web/Internet R=0 G=51 B=153 Valvoline Red Color Model Application Values PANTONE Printing PANTONE 485 CMYK Printing C=0 M=97 Y=100 K=0 RGB Web/Internet R=255 G=51 B=51 Valvoline Light Blue Color Model Application Values PANTONE Printing PANTONE PROCESS BLUE CMYK Printing C=100 M=10 Y=0 K=10 RGB Web/Internet R=0 G=153 B=204 Black Color Model Application Values CMYK Printing C=0 M=0 Y=0 K=100 RGB Web/Internet R=0 G=0 B=0 Silver Color Model Application Values PANTONE Printing PANTONE 877 RGB Web/Internet R=153 G=153 B=153 White Color Model Application Values RGB Web/Internet R=255 G=255 B=255

4 Background Control Careful control of the background on which the Valvoline logo is placed ensures proper legibility. When choosing a background color or image, always select a color that provides sufficient contrast between the logo and the background and avoid photographic or illustrative backgrounds that are overly complex or that visually compete with the logo. Minimum Size Requirements To protect the integrity, legibility, and impact of the Valvoline logo, adhere to the minimum size requirements shown in the table below. Application Printing Web/Internet Minimum Size Requirement No smaller than 0.75 (19 mm) wide (excluding shield) No smaller than 70 pixels wide (excluding shield) Clear Space Setting the Valvoline logo apart from other graphic elements is key to preserving its visibility and legibility. It is critical to always maintain a minimum clear space to protect the logo from other graphic elements, such as copy, photography or illustrations. Maintaining the appropriate clear space gives the logo the prominence and impact it deserves. The minimum clear space for the Valvoline logo is measured by using the doubled height of the e in the Valvoline logo. Valvoline Badge Logo

5 CHAPTER 2 STANDARD OUTDOOR SIGNAGE This chapter covers the standards and guidelines of the Valvoline Service Center name- and outdoor signs. Although the given example has a width of 300 cm and a height of 60 cm, sizes, lengths and distances are expressed relatively whenever possible. The main guidelines on proportions and percentage relative measurements will be determined by these guidelines. GENERAL VALVOLINE SERVICE CENTER SIGN 300 x 60 cm STANDARD OUTDOOR SIGNAGE > DEVIATIONS Overlap: Service center should overlap the badge, aliging the center of the letter S to the center of the full width of the badge border. Aligning the center of the S to the center of the full border of the badge. Outlining Service Center: Positioning the words Service center is based on its x-height. In any size, the top border of Service center s x-height should be aligned the 50% line of the total height. x-height 50% of the total height Bottom margin Service center is the same as the distance between the bottom of Valvoline x-height to the bottom of the trademark sign.

Left margin: Based on the standard size of 3000 x 60 mm, the left margin should be 127,5 mm (4,25% of

Should the badge be repositioned, the left margin should be at least 100 mm (3% of sign width), until

crop line top margin to crop line should be 85% of Valvoline s x-height crop line bottom STANDARD

6 Left margin: Based on the standard size of 3000 x 60 mm, the left margin should be 127,5 mm (4,25% of sign width) from left border until the outer line of the Valvoline badge logo. Should the badge be repositioned, the left margin should be at least 100 mm (3% of sign width), until the badge. crop line top margin to crop line should be 85% of Valvoline s x-height crop line bottom STANDARD OUTDOOR SIGN / ILLUMINATED OUTDOOR SIGN 75 x 100 cm 45% of D Distance from left edge to the red element of the V is the same as the distance from the right edge to the silver outline of the V. Distance will be called D

7 STANDARD OUTDOOR SIGNS > DEVIATIONS Final size has a larger width Make sure left, right and top margin are in proportion. Scale logo according these margins. Adjust background accordingly, scale from top. Final size has a larger height Make sure left, right and top margin are in proportion. Scale logo according these margins. Adjust background accordingly, scale from top. Final size has a smaller height Make sure left, right and top margin are in proportion. Scale logo according these margins. Adjust background accordingly, scale from top.

CHAPTER 3 VALVOLINE SERVICE CENTER NAME SIGNS PERSONALIZED NAME SIGN 1 300 x 60 cm Aligning Personalized Name: Align the middle of the personalized name to the 50% height line of the total height of

8 CHAPTER 3 VALVOLINE SERVICE CENTER NAME SIGNS PERSONALIZED NAME SIGN x 60 cm Aligning Personalized Name: Align the middle of the personalized name to the 50% height line of the total height of the name sign. 50% of height line Margins: The x-height is to be used as top and bottom margins while scaling the logo these margins will serve as boundaries to the full logo, service center included. Overlap takes place where the outer badge border touches the x-height middle of Service center. Use x-height of valvoline to determine top and bottom margins. Scale logo until the borders of these margins have been reached.

PERSONALIZED NAME SIGN 2 300 x 60 cm Aligning Personalized Name 2 row: As with the single row version align the middle of the text to the center of the 50% height line.

9 PERSONALIZED NAME SIGN x 60 cm Aligning Personalized Name 2 row: As with the single row version align the middle of the text to the center of the 50% height line. In this case, the middle is determined by the space between the lines. 50% of height line Determining size of the name: The size of the personalized name is 25% of the full height of the valvoline+service center logo. 25% Height of the name is 25% of the total height of the full logo

10 VALVOLINE SERVICE CENTER NAME SIGNS > DEVIATIONS Sometimes deviations in sizes of signs are needed. Although it is preferred to use the standard sign sizes, it is inevitable to consider the possibilities of deviations. This part shows a general set of rules when deviations of different dimensions are encountered. When logo is being cropped Final size has a smaller width If height is the same, just scale back service center until it has the same right margin. center Final size has a larger width Extend background accordingly. If background ends, move background to the right edge or scale accordingly. Make sure the blue background continues on the left side. Center the logo+service center. Left and right margin will be larger. Final size has a smaller height Scale the entire logo until within the crop lines. If there is more background extend the background into extra width. If not scale background, but leave the stripes in the same position, top right. Final size has a larger height Scale the badge until it reaches the crop edges. Position service center according the proportions given before. Extend background towards extra height below. If no extra background is available scale accordingly, and leave the stripes in the same position, top right. If needed, scale back Service center and maintain the same margin and overlap.

11 When logo is not being cropped Final size has a smaller width Move background and logo so that the right margin is maintained. Position name according left margin en relative middle of height. Scale back name if needed. Final size has a larger width Move background and logo so that the right margin is maintained. Extend/Scale background accordingly. Maintain position of stripes. Position name according left margin and relative middle of height. Final size has a smaller height Scale logo, background and name according the new height, so that the proportion of logo and background is maintained on the right side. Position name according left margin and relative middle of height. Final size has a larger height Scale badge logo and background according the new height, so that the logo/background proportion is maintained. Position name according left margin en relative middle of height. Scale back name size if needed. CHAPTER 4 REVIEW AND APPROVAL OF DEVIATIONS For review and approval of marketing materials, please submit a PDF proof to Muriel Wolda at mwolda@ashland.com prior to printing, production and distribution.

Valvoline EMEA P.O. Box 421 I 2991 XT I Barendrecht I The Netherlands t +31 10 497 5000 I f +31 10 497 5975 www.valvolineeurope.

However, because the conditions and methods of use of the products are beyond Ashland s control, Ashland cannot assume any responsibility for performance or results obtained through the use of the

12 Valvoline EMEA P.O. Box 421 I 2991 XT I Barendrecht I The Netherlands t I f The information presented in this brochure is believed to be accurate and reliable. However, because the conditions and methods of use of the products are beyond Ashland s control, Ashland cannot assume any responsibility for performance or results obtained through the use of the products herein described. It shall be the responsibility of the user to determine the suitability of any of the products mentioned for the user s specific use. Ashland s sole warranty is that the products shall at the time of delivery conform to the technical specifications in effect at the time of shipment. Any warranties that may be applicable pursuant to any laws or regulations, including any warranties of fitness for a particular purpose or merchantability, are expressly excluded. Unless expressly agreed otherwise, Ashland s liability with regard to non-conforming products will be limited to the replacement value. Statements or suggestions concerning the possible use of the products described herein are made without representation or warranty that any such use is free of patent infringement and are not recommendations to infringe any patent. Although every care is taken to ensure accuracy and completeness in compiling these data, no liability can be accepted for damage or loss caused by any errors or omissions in the information given. *Trademark owned by a third party Trademark of Ashland or its subsidiaries, registered in various countries 2011, Ashland

contents Tectyl Bodysafe Wax 04 Tectyl 190 Grey / Black Tectyl Glashelder / Klar Tectyl Amber Tectyl ML Tectyl ML Greenline Tectyl Multi Purpose 506

contents Tectyl Bodysafe Wax 04 Tectyl 190 Grey / Black Tectyl Glashelder / Klar Tectyl Amber Tectyl ML Tectyl ML Greenline Tectyl Multi Purpose 506 AEROSOLS PROTECTIVE PRODUCTS 1 table of contents 2 3 Bodysafe Wax 04 190 Grey / Black Glashelder / Klar Amber ML ML Greenline Multi Purpose 506 Multi Purpose Clear 930 Motor Konservering scheme 04 06 06