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:
jiffy lube Brand Standards Guide
- 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 increasebrand awareness over time.
Table Of Contents
Who Is Jiffy Lube®?
Brand Promise 6
Jiffy Lube Customer Value Proposition 7
Brand Standards Guide
Brand Voice 11
Logo 13
Symbol and Wordmark 14
Color 16
Clear Space Requirements 18
Size Requirements 20
Background Applications 22
Misuse Examples 24
Color Palette 26
Typography 28
Photography 31
Marketing Materials 32
The Branding Zone Overview 33
Print Template 34
Alternate Print Template 35
Web Guidelines 36
Store Applications 40
Business Forms 43
Stationery 43
Business Card 44
Envelope 45
Fax Cover 45
Powerpoint Template 46
Co-Branding 48
Appendix
1 – The Branding Zone In-Depth Rules 51
2 – Approval Process 59