Brand Standards Guide

Brand Standards Guide
March 2007
www.jiffylube.com/BrandStandardsGuide/
Introduction
The Jiffy Lube brand has been revitalized to deliver an updated image
that conveys a shift from an oil change only proposition of the past to
an auto maintenance experience for the future. The development of
the new brand identity was influenced by the need for improved legibility
and the ability to express these newly defined qualities and
characteristics that are unique to Jiffy Lube:
speed
open and accessible
fresh and new
competent
progressive
The Jiffy Lube brand is a valuable asset, requiring proper care and
management. Consistency and accuracy in the way the brand is
expressed and reproduced will build brand strength and increase
brand awareness over time.
Resources
If you have any questions regarding the correct usage of the Jiffy Lube
brand, or if you would like to request artwork files, please contact:
Jiffy Lube Creative Services
Jiffy Lube International
700 Milam St. 19th floor
Houston, TX 77002
T: 713-546-8654
E: jiffy-lube-creative-services@shell.com
Table Of Contents
Marketing Materials
Who Is Jiffy Lube?
32
Brand Promise
The Branding Zone Overview
33
Jiffy Lube Customer Value Proposition
Print Template
34
Alternate Print Template
35

Brand Voice
11
Web Guidelines
36
Logo
13
Store Applications
40
Symbol and Wordmark
14
Business Forms
43
Color
16
Stationery
43
Clear Space Requirements
18
Business Card
44
Size Requirements
20
Envelope
45
Background Applications
22
Fax Cover
45
Misuse Examples
24
Powerpoint Template
46
Color Palette
26
Co-Branding
Typography
28
Appendix
Photography
31
48
1 The Branding Zone In-Depth Rules 51

2 Approval Process
59
Who Is Jiffy Lube?
Who Is Jiffy Lube?
Who Is Jiffy Lube?

Brand Promise
Jiffy Lube is the fast, convenient choice for maintaining the
performance and longevity of your vehicle through regular
oil changes and preventive maintenance services. Our expert
technicians will provide you with manufacturers service
recommendations based on your vehicles specific needs and
mileage, allowing you to make informed decisions.

Who Is Jiffy Lube?

Jiffy Lube offers a unique package of consumer benefits, including:
Fast and convenient service;
The Jiffy Lube Signature Service Oil Change is more than an
oil change;
Jiffy Lube enhances the reliability and longevity of my vehicle;
My vehicles service history at Jiffy Lube is available to me at
ALL locations;
Jiffy Lube services meet my manufacturers requirements to
maintain my vehicle warranty;
I feel like I made a smart choice to bring my vehicle to Jiffy Lube;
Jiffy Lube provides me with peace of mind that my vehicle is being
maintained properly;
Jiffy Lube is the Consumer Advocate on preventive vehicle
maintenance services.
Who Is Jiffy Lube?

Our Customer Value Proposition is supported by these reasons
to believe:
Jiffy Lube has been in business for over 26 years;
Jiffy Lube is the category innovator, developing the window reminder
sticker and drive through service bay concept;
Jiffy Lube services almost 80,000 customers a day;
Jiffy Lube has over 2,220 convenient locations across North America;
Jiffy Lube has convenient hours and is open on weekends;
Jiffy Lube requires no appointment;
Jiffy Lube takes 8 minutes or less hood up to hood down for a Jiffy
Lube Signature Service oil change;
Jiffy Lube maintains my service history at their stores;
Jiffy Lube uses a proprietary system to provide service
recommendations tied to my vehicles manufacturer
recommendations and my mileage;
(continued)
Who Is Jiffy Lube?

Jiffy Lube Customer Value Proposition Reasons To Believe (continued)
Jiffy Lube stands behind its work;
Jiffy Lube provides a comfortable and safe environment;
Jiffy Lube offers visibility of work being performed;
Jiffy Lube technicians are required to complete a certified
training program;
Jiffy Lube appreciates my business and respects my vehicle;
Jiffy Lube inspects my vital engine fluids;
Jiffy Lube provides free top-offs of my motor oil and five vital
engine fluids for up to 3,000 miles;
Jiffy Lube cleans my interior windows and vacuums my floors;
Jiffy Lube saves me time and money compared to service
offerings from car dealers.
Brand Guidelines
Brand Guidelines
Brand Voice
The Jiffy Lube brand voice is that of a trusted
friend. It is human and real, helpful and confident.
Our brand voice represents technical expertise,
to be sure, but it is also born of a connection with
consumers and a deep understanding of their daily
lives and the role we play in them. We have a
sense of humor and a perspective on the world
and our place in it. Yes, we are experts. But we
are not robots. We do not lecture or communicate
in corporate speak, but rather in the voice of
our customers.
11
Brand Voice
Examples
Not Jiffy Lube Brand Voice

At Jiffy Lube we understand that proper car maintenance involves monitoring your engines fuel
system, which pumps gas from the gas tank and mixes it with air so that the proper air/fuel
mixture can flow into the cylinders. Fuel is delivered in three common ways: carburation, port fuel
injection and direct fuel injection.
Jiffy Lube Brand Voice

Taking care of your cars engine can be complicated. Luckily at Jiffy Lube, were more than oil
change experts, were auto maintenance experts. And we offer dozens of services that keep your
car and your engine running great.
12
Logo
The Jiffy Lube logo consists of two components:
a symbol and a wordmark. The established size
and positioning relationships between these two
components that define this logo must never be
altered. The wordmark consists of specially created and spaced letter forms which may not be
modified in any way. Be sure to use the approved
artwork file rather than attempting to re-create
the logo.
Approved artwork can be found at:
13
Logo
Symbol and Wordmark
Horizontal
The symbol and wordmark must always be used

together on all Jiffy Lube communications.
The wordmark or symbol must never be
displayed alone.
The service mark symbol SM is required
when using the logo. The placement of the SM must
14
be located consistently to the top right of the e in

lube as shown.
Symbol
Wordmark
Logo
Logo
Symbol and Wordmark
Vertical
15
Symbol
Logo
Wordmark
Logo
Logo Color
Proprietary Red
The Jiffy Lube logo is expressed in one color,
P 202
Pantone 202. This proprietary red must
C: 0 M: 100 Y: 61 K: 43 (print 4-color breakdown)
be used consistently across all internal and
R: 152 G: 0 B: 46 (broadcast and web breakdown)
external communications.
Great care should be taken to ensure accurate
color reproduction when the logo is applied to all
types of paper and materials, as well as web and
broadcast channels.
Please obtain approval from Jiffy Lube if you
have a unique situation requiring an exception of
these guidelines prior to production. See contact
information on page 3 of this document.
Pantone is a registered trademark of Pantone, Inc.
16
Logo
Logo Color Option
The Jiffy Lube logo can only be reproduced in
three ways:
Proprietary Red: this is the preferred color,
make sure to use the proprietary red (P202) on
all color materials. We also recommend using the
reverse expression of the proprietary red logo on
color materials.
Black: please use this color option only on black
and white materials.
White: please use this color option only on black
and white materials or dark backgrounds.
17
Logo
Horizontal
The Jiffy Lube logo must clearly stand out
1/4XX
1/4
wherever it appears. One way to ensure this is
1/4
1/4 XX
by maintaining clear space around the logo.

1/4
1/4 XX
1/4
1/4 XX
XX
XX
Clear space is an area that is kept free of

any other text, graphic elements or other
visual distractions.
Please ensure that a clear space of 1/4X is
maintained around the logo, where X is the
18
1/4
1/4 XX
1/4
1/4 XX
height of the symbol. More than this clear space

is always acceptable. Also remember to leave
at least this distance between the logo and the
edge of the page, sign or label where it appears.
NOTE: The registered trademark symbol is
ignored for the purposes of measuring clear
space in this example.
1/4
1/4XX
1/4 XX
1/4
Logo
Vertical
1/4
1/4 XX
1/4XX
1/4
1/4
1/4 XX
1/4XX
1/4
XX
XX
1/4
1/4XX
1/4
1/4XX
1/4 XX
1/4
1/4 XX
1/4
19
Logo
Size Requirements
Print
Maintaining the legibility and the integrity of

1/8 minimum
the logo is very important, regardless of what

the application is or the manner in which it is
reproduced. Be sure that when determining the
size of the logo that its legibility and integrity are
not compromised.
20
A print media test was conducted to determine

absolute minimum logo size to maintain
Broadcast
legibility on print applications. The minimum
3/8 minimum
logo size cannot be less than 1/8 in height

22 scan lines
(height of u in lube).
For broadcast applications, a minimum
size logo cannot be less than 22 scan
lines (height of u in lube).
78 px
25 px
1/8 minimum
Logo
Size Requirements
Embroidery
An embroidery test was conducted on

the logo, and the results indicated that a
minimum size to maintain legibility cannot
3/8 minimum
be less than 3/8 (0.9525 cm) in height

(height of the u in lube).
Its imperative to maintain the clarity and
21
legibility when the logo and wordmark are

reproduced in embroidery.
78 px
25 px
Logo
Positive
The primary background colors are the

proprietary red and white.
The Jiffy Lube logo can be displayed in two
versions, a positive expression (a red logo on a
white or light color background), and a reverse
expression (a white logo on a red background).
The reverse expression of the logo is preferred
for the web, broadcast and store applications.
The staging of the logo against a red color
field is more impactful in its expression. The
resulting benefits are better legibility (backlit
illuminated conditions) and the leveraging of
the Jiffy Lube proprietary red color.
Reverse
22
Logo
Positive
In special situations where the background

color cannot be the proprietary red or white,
the black and white logo must be used.
The black and white logo option can be
displayed in two versions, a positive
expression and a reverse expression.
Reverse
23
Logo
Logo Misuse Examples
Lube
J J Lube
The Jiffy Lube logo has been carefully created

to work across a broad range of applications.
This logo configuration should not be modified
(too much
(too much
spacespace
between
between
symbol
symbol
and word
and word
mark)mark) (modified
(modified
wordmark
wordmark
- misuse
- misuse
of initial
of initial
caps caps
and bold
and bold
font) font)
or recreated in any way. This page illustrates

some, but not all of the possible misuses.
If you do not have the proper logo artwork,
J J LL
please contact the Jiffy Lube marketing

resource on page 3 of this document or go to
(modified
(modified
wordmark
wordmark
- initial
- initial
caps)caps)
24
(modified
(modified
wordmark
wordmark
- incorrect
- incorrect
colorcolor
usage)
usage)
jiffy
jiffy
lube
lube
(modified
(modified
wordmark
wordmark
- incorrect
- incorrect
font) font)
(correct logo)
(modified
(modified
symbol
symbol
- incorrect
- incorrect
symbol
symbol
color)color)
(modified
(modified
size relationship
size relationship
- incorrect
- incorrect
proportions)
proportions)
(modified
(modified
symbol
symbol
- incorrect
- incorrect
placement
placement
of symbol)
of symbol)
Logo
(correct symbol)
(wrong color)
Symbol Misuse Examples

The Jiffy Lube symbol has been carefully created
to work across a broad range of applications. This
symbol should not be modified or recreated in any
(two colors)
(correct symbol)
(wrong circle shape)

(wrong color)
(two colors)
(wrong circle weight)

(joined segments)
(wrong circle weight)

(wrong circle size)
(joined segments)
(background noise)
(wrong circle
size)symbol size)
(wrong
(background
(as anoise)
pattern)
way. This page illustrates some, but not all of the

possible misuses.
If you do not have the proper symbol artwork,
please contact the Jiffy Lube marketing resource
on page 3 of this document or go to
The symbol must be used with the wordmark
at all times.
(correct symbol)
(wrong color)
(wrong symbol
(wrongsize)
arrow direction)
(two colors)
(wrong arrow direction)
(as a pattern)
25
Color Palette
Primary And Accent Colors
Primary Color
The Jiffy Lube primary color is Pantone 202.
P 202 (Proprietary Red)
It has a professional and confident look.
C: 0 M: 100 Y: 61 K: 43
The accent colors are Pantone 8003, Pantone

490, Pantone 485 and Black and White.
Pantone 8003 has a metallic sheen and
R: 152 G: 0 B: 46
Accent Colors
is recommended to help add dimension

to communications so they do not feel flat
Metallic
P 485 (Classic Red)
P 8003
C: 0 M: 100 Y: 91 K: 0
R: 228 G: 31 B: 31
and static.
When reproduction of a metallic color is not
possible, a 4-color gradient was created to
mimic that accent color. Go to www.jiffylube.
com/BrandStandardsGuide/ to dowload the
swatch file for gradient match.
Tints of these colors may be used, ranging from
60% to 90%.
Gradient
Black
C: 42 M: 43 Y: 54 K: 0
C: 0 M: 0 Y: 0 K: 100
R: 170 G: 160 B: 153
R: 0 G: 0 B: 0
P 490
White
C: 0 M: 74 Y: 100 K: 72
R: 101 G:35 B: 0
26
Color Palette
Color Recommendations
These colors were selected based on its ability
to coordinate and complement the Jiffy Lube
Purple
P 5275
P 2695
Primary and Accent colors. Give preference

to this palette before any other color. This will
help ensure the aesthetic quality and visibility
of marketing materials. For example, these
Blue
P 631
P 654
27
colors can be used for either a background

color, headline color, etc.
Tints of these colors may be used, ranging
from 60% to 90%.
Green
P 5825
P 378
Gray
P 5507
P Cool Gray 8
P Cool Gray 10
P 179
P 116
Orange/Yellow
P 143
Typography
Primary Typeface
The two key typefaces of Jiffy Lube are
Myriad and Helvetica Condensed. Theyre
clear and readable regardless of the media
application. They also have a timeless
quality and feel modern without being
quirky. Theyre not trendy typefaces and
therefore will stand the test of time.
Primary Typeface
The primary typeface is Myriad. Myriad is
mandatory on all headlines and/or headers.
The use of Myriad Bold and/or Myriad
Roman is allowed.
Sentence case is the recommended format
when using this typeface.
Myriad Roman
Myriad Bold
28
Typography
Secondary Typeface
Secondary Typeface
The secondary typeface is Helvetica Condensed.
Helvetica Condensed Roman
Use Helvetica Condensed Roman for all body

copy and legal copy. Helvetica Condensed Bold
may be used in the body copy when a word or
Helvetica Condensed Bold
short phrase requires special emphasis.

Never use Helvetica Condensed Bold to write
body copy with 20 words or more. Sentence case
is recommended for body copy. Left justified is
the recommended body copy format.
Legal copy (such as a disclaimer) must be
no less than 5.5pt for print and must not
be smaller than 8pt in web, video or other
digital media.
29
Typography
Alternative Typefaces
Alternative Typefaces
In certain applications where Myriad and/or
Geneva
Helvetica Condensed may not be readily

available, Geneva and Arial are approved
alternatives.
Arial
30
Photography
The style of Jiffy Lube photography is
appropriate to the communication, however,
it will usually be characterized as natural,
approachable, compelling and tasteful. It
will, like our brand voice, send a message in
every photograph that the Jiffy Lube brand
is professional and trustworthy. In addition
wherever appropriate, the photographic
style should also demonstrate not just our
technical knowledge and expertise, but also
our understanding of humanity and our
customers lives.
31
Marketing Materials
Marketing materials are where most people will see
the face of Jiffy Lube. It consists of advertisements,
direct-mail pieces, in-store posters, consumer
brochures and web sites. Everything is designed to
work in harmony with the environmental design of
the stores and tied together with Jiffy Lube colors,
typefaces and graphic elements.
This will all help reinforce the Jiffy Lube brand.
32
Marketing Materials
The Branding Zone Overview
The Wave - Proprietary Red (P 202)
All Jiffy Lube marketing communications must

feature the Branding Zone. The Branding Zone
consists of a unique wave design and the Jiffy Lube
logo. This is an important graphic element because
it defines a signature that is unique to Jiffy Lube.
The primary, preferred version of the Branding Zone
is in the Jiffy Lube Proprietary Red with the Jiffy
Lube logo in white. A black and white version of the
Branding Zone is also available and must only be used
when theres such a color restriction.
Only use approved artwork rather than attempting
to re-create the Branding Zone. Approved artwork
can be obtained by contacting the Jify Lube marketing
resource listed on page 3 of this document or by
going to www.jiffylube.com/BrandStandardsGuide/
Please see more detailed rules of Branding Zone
use in the Appendix section of this document.
The Wave - Black and White

33
Marketing Materials
Print Template
Our print template consists of the following elements:
Jiffy Lube Branding Zone
Concept Zone
Border
(No wider than height of

f in Jiffy Lube Logo.)
Metallic/Gradient Border
The primary location of the Branding Zone is the
34
bottom end of the marketing material. No copy or

images can be placed in the Branding Zone.
All print advertisements must feature the Jiffy Lube
logo on the right-hand side.
Concept Zone
Branding Zone
Marketing Materials
Alternative Print Template
In the event of production limitations and/or
size restrictions, the border may be omitted.
35
Web Guidelines
Online Brand Strategy
Jiffy Lube online brand standards leverage the
existing offline presence in a meaningful way
that adds value and reinforces the overall Jiffy
Lube brand. Online branding should resonate
with customers as a logical extension of the
Jiffy Lube offline brand while adding value in
36
ways unique to the online medium.
Jiffy Lube Home Page
Jiffy Lube Secondary Page
Web Guidelines
Web Site Header
The header is framed by a horizontal bar,
expressed in Pantone 202 above the logo.
The logo (consisting of the symbol and
wordmark) must always be used on all
Jiffy Lube online communications. The logo
must clearly stand out within the header. Please
37
ensure that clear space around the logo is

maintained to reinforce brand standards.
Accent Colors
Accent colors are used to support, but not
overwhelm the core brand colors. These colors

are typically used to separate differing areas of
content or bring attention to promotional items
or call to actions, e.g. the Go button.
Web Site Header
Web Guidelines
Web Site Footer
The footer is framed by the Branding Zone (Wave
- Proprietary Red) which defines a signature that
is unique to Jiffy Lube.
38
Web Site Footer
Web Guidelines
Tone and Language
Active Language
Clear, Simple Choices
With the development of any script, document
To encourage interaction with Jiffy Lube and
Content should be streamlined so as to provide
or website, its important to consistently consider
adoption of features, as well as to nurture
clear and simple choices for Jiffy Lube customers.
the audience. Each online communication piece
ongoing dialogue between Jiffy Lube and its
The content and visual hierarchy should suppport
is intended to be a personal experience for Jiffy
customers, headers and links use active
the page objectives and provide customers with
Lube customers so that they are comfortable
language where possible. Using active verbs or
a clear path to execute tasks. Other, potentially
with its tools and features. Labels should be
declaratives help prompt customers to engage
distracting content has been removed or
intuitive so that customers feel confident about
with the website. For example, one is more likely
re-categorized so that the structure of the website
navigating the website and have an understand-
to act if he/she sees Go Here instead of simply
is intuitive and easy to navigate. Clear content
ing of the content they will find while navgiating
seeing Here. Active language provides a
segmentation enables more effective information
through pages. By making Jiffy Lube customers
suggestion to act as well as helps to set an
targeting and a better overall experience.
feel smart, informed, competent and important
expectation of what will happen if the action
Moreover, by enabling customers to choose
we hope to instill trust and thereby develop a
is taken.
what they want to see by delivering content in
valuable, ongoing dialogue with our customers.
layers, they feel empowered to control their

experience without being bombarded with
information they might find irrelevant.
39
Store Applications
The Jiffy Lube network of service centers is
where the consumer is truly immersed within
our branded environment.
Our stores provide tremendous advertising
opportunities as well. Like a billboard,
millions of impressions can be leveraged to
the companys advantage.
40
Store Applications
For these reasons, the desired appearance
of our stores and the accuracy and
consistency of the Jiffy Lube brand identity
being displayed are very important. The
building facade, using new materials and
colors unique to Jiffy Lube, has been
designed to stage the new brand identity
clearly for optimal legibility.
The primary street identity sign (pylon sign
or monument sign) has been developed to
display the new brand identity clearly while
using the same materials and colors from the
building to create a proprietary look that is
unique to Jiffy Lube.
41
Store Applications
Store Application Template
Template
Store applications are consistent with its

overall environmental design.
Signs are built with materials and colors unique
to Jiffy Lube and follow the same typographic
rules as the marketing communications.
42
Business Forms
6
Stationery
Please follow these specs when building your
service centers stationery on 8.5X11 sheets:
Jiffy Lube International, Inc.

700 Milam St (77002)
P.O. Box 4427 (77210-4427)
Houston, TX
1. Logo size: 5/32 (0.4cm) height of u

2. Logo distance from left edge: 1/2 (1.27cm)
3. Logo distance from top edge: 5/8 (1.59cm)
4. Service center name: Myriad Bold,
P 202, 8pt
Service center address: Myriad Roman,
P Black 6, 8pt, 10pt leading
5. Distance from right edge: 5/8 (1.58cm)
6. Distance from top edge: 5/8 (1.58cm)
43
Business Forms
Business Card

service centers 3.5X2 cards:
1
2

4. Name: Myriad Bold, P 202, 10pt
Title: Myriad Roman, P Black 6, 7.5pt
5. Service center name: Myriad Bold, P 202, 7.5pt
P Black 6, 7.5pt, 10pt leading
John Doe
Operations Manager
5 ABCD Lubes
700 Milam St (77002)

P.O. Box 4427 (77210-4427)
Houston, TX
T: +1 713 546 4854
F: +1 713 546 8887
E: john.doe@AbcdLubes.com
44
Business Forms
Envelope
service centers Regular #10 envelopes:
1
Jiffy Lube ABCD Store
Address
City, State, Zip Code

4. Service center name: Myriad Bold, P 202, 10pt
45

P Black 6, 7.5pt
Fax Cover

service centers fax cover on 8.5X5.5 sheets:
FAX COVER
Date:
To:
Fax #:
Phone #:
From:
Fax #:
Phone #:
4. Data: Myriad Roman or Bold, 14pt, 20pt leading
The material in this fax may be confidential, priviledged and/or protected by copyright and should not be used, copied or disclosed without permission. If it has been
sent to you in error, please contact us immediately.
Business Forms
Powerpoint Template
Abcde Lube
1 Ila Facillan Utpat Sequissit
Ila Facillan Utpat Sequissit
Lorem Ipsum Dolor Sit Amet
1000
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
1 Store Analysis
2 May 5, 2007
Abcde Lube
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullmcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
900
800
700
600
Abcdefg
123456
500
400
Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo consequat.
300
200
100
0
January
February
March
April
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam non
ummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
Cover
Text Page Example
1. Title Myriad Bold 2630pt
1. Header consistent position and size
2. Date Myriad Bold 1618pt
throughout; Myriad Bold 2630pt

2. Body Copy Left justified; Helvetica
Condensed Roman 1620pt
3. Branding Zone
4.Optional personalization area;
Myriad Bold 16pt
Graphic Page Example
46
Co-Branding
Co-Branding
Co-Branding
Vertical Display
Often, Jiffy Lube will work with another
company on a promotion to raise awareness
of both brands while sharing the involved cost.
ABC
Company
Co-promoting and Joint Ventures require

pre-approval from Jiffy Lube International.
ABC
Company
Logo Usage With Other Brands
48
In order to graphically express the relationship

between the Jiffy Lube brand and a partner
brand, a co-branding standard has been
established. As a general rule, if the partnership
is 50/50, the Jiffy Lube brand will appear in
Horizontal Display
conjunction with the partner brand, with both

brands being of equal size.
Please direct any co-branding questions or
requests to the contact information on page 3
of this document.
ABC
Company
ABC
Company
Co-Branding
Co-Branded Clear Space
Vertical Display
Enough distance is required to clearly

show that both partnership companies are
separate entities.
ABC
Company
The minimum space between the two company

brands is defined by the clear space rules for
each brand. On its horizontal display, the clear
ABC
Company
space must be at least 1/2X of the Jiffy Lube
49
logo plus the clear space mandated by the other

brand.
Horizontal Display
ABC
Company
ABC
Company
Appendix 1
Appendix:
1 The Branding Zone Guidelines
The Branding Zone

The Wave and the Jiffy Lube Logo
The wave is composed of two parts: one variable
and one fixed. By being able to extend or contract
the variable part, it is ensured that the branding
zone fits harmoniously in a variety of aspect
ratios without compromising or overtaking the
Variable artwork
Fixed artwork
concept zone.
51
On the other hand, the fixed part will ensure

that the waves angle and the Jiffy Lube logo
placement are always consistent throughout all
marketing communications.
Never attempt to re-create the Branding Zone.

Approved Branding Zone artwork can be found
and downloaded at :
Please refer to the following pages of this
document for detailed Branding Zone
usage guidelines.
w
2 7/10w
The Branding Zone

Examples of Branding Zone Usage
in Various Aspect Ratios
Single Page Ads, 1/4 page

Newspaper Ads, Similarly Sized
Pamphlets or Coupons
52
The Branding Zone

Spread Page Ads,

1/2 Page Newspaper Ads
Horizontal Pieces
(i.e. billboards, horizontal mass mail,
newspaper footer)
53
The Branding Zone

Vertical Pieces
(i.e. vertical mass mail, newspaper
strips)
54
The Branding Zone

Branding Zone Misuse
Never:

1. Change the color of the wave. In the event

of color printing restrictions (i.e. black and
1.
white materials), use the black and white

version of the Branding Zone.

2. Change the color of the Jiffy Lube logo.
3. Change the positioning of the Jiffy
55
2.
Lube logo.

4. Change the curvature of the wave.
3.
4.
The Branding Zone

Exceptions Print
Exceptions Print
In special situations where certain production

requirements impede the placement of the
Accummy nim qui

estrud etum eugait
autat accumsan
Branding Zone at the bottom of the marketing

material (such as a coupon placement) the
Branding Zone can be placed on the top edge
of the piece.
56
$ XX off
Exceptions Web
When designing Jiffy Lube branded web sites,
a Branding Zone featuring the Jiffy Lube logo on
the left-hand side can be used at the top of
the web page.
Exceptions Web
$ XX off
The Branding Zone

The Branding Zone as a Design Element
In order to preserve the integrity of the Jiffy Lube
visual identity, the Branding Zone can only be
used in the ways described by this document.
There are only two exceptions:
1. When using it as an animation for broadcast/
web (i.e. TV commercial end frames, web
animation). In these situations, it is possible
to change color, size, angle for the purposes of
animation. The last frame, however, must feature
the original and un-altered Branding Zone.
2. When using it as a cover design for
presentation materials (i.e. booklet cover,
powerpoint cover). In these situations, it is
possible to zoom in and extend the height of the
Branding Zone in order to accomodate
presentation titles. Youre not allowed, however,
to change the angle of the wave or use colors
that are not the proprietary red, black or white.
57
Appendix 2
Appendix:
2 Approval Process
Approval Process
The Jiffy Lube Franchise agreement states
Claims should be accurate, defensible and
Materials not requiring submission for
all advertising in any medium must be
backed by supporting evidence.
Brand Standards approval include materials
submitted to Jiffy Lube International for
Jiffy Lube creative services will review submit-
supplied by JLI and materials previously
prior written approval:
ted materials and respond within 15 business
approved by Jiffy Lube International within
days* with one of the following directions:
the prior 12 months.
P
rior to production, Requestor (Franchisee
or their designated agency) must submit all
Approved as submitted;
materials that use Jiffy Lube Logo or reference
Approved with changes;
the Jiffy Lube brand to the Jiffy Lube Brand
Denied material to be reworked
Standards group via email at:

jiffy-lube-creative-services@shell.com
and resubmitted
Materials will be deemed approved if
Materials should be marked Draft at the top
requestor has not received feedback within
of the page.
15 business days.
Submissions should include:
When the materials have reached the final
Copy of marketing plan or media schedule
production stage, please send copy of the
outlining planned use of materials.

Substantiation materials for any claims.
materials to Jiffy Lube Brand Standards at the

address listed on page 3 of this document.
* We will endeavor to provide feedback in a shorter timeframe however we recommend that you allow 15 business days as a general rule.
59

Brand Standards Guide

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Brand Standards Guide

Who Is Jiffy Lube?

The Branding Zone Overview

Jiffy Lube Customer Value Proposition

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