Advertising Campaign

Mobil Delvac > Advertising > Table of Contents

1 Digital: Digital BannerExamples

2 Digital: Misuse3 Digital: YouTube Banner

Examples4 Out-of-Home: Guidelines5 Out-of-Home: Misuse6 Print: Body Copy and Logo

Glines7 Print: Body Copy and Logo

Glines w/ Pack8 Print: Body Copy and Logo

Placement9 Print: Body Copy and Logo

Placement w/ Pack10 Print: Headline Guidelines11 Print: Headline Placement: C

Vehicle12 Print: Headline Placement:

Pack and Truck13 Print: Headline Placement:

Portraits14 Print: Legal Line Application15 Print: Photography Choices

http://www.exxonmobilbrands.com/mobildelvac

Mobil Delvac > Advertising >Digital > Digital Banner Examples

1

http://www.exxonmobilbrands.com/mobildelvac/page/show/2668

The headline is the dominant element. Itis not to be reduced in size, where itcompetes with other elements. Theheadline sometimes overlaps the imagearea without covering the importantaspects of the photography. Notice thatpack photography works best with squarebanners.

The background should be a default 4%black.

Notice with portraits work the best invertical banners.

Minimum 10 pixel clear space for brandand vertically centered elements. Thebackground should be a default 4% black.

See the animation frames.

Mobil Delvac > Advertising >Digital > Misuse

2


Examples of what not to do when facedwith small banners and incorporatingbrand elements.

Mobil Delvac > Advertising >Digital > YouTube Banner Examples

3


YouTubes new channel banners are onegraphic cropped to individual devices. Thecomplete image below is scaled fortelevision. The essence of the campaignneeds to be communicated through alldigital mediums.

Also shown are cropped versions of thefull sized graphic above. The graphicscales nicely for every device.

On the smallest banner for mobile devicesnever use small type, and inset logo.

Mobil Delvac > Advertising >Out-of-Home > Guidelines

4


The billboards utilize semi-truck or packphotography, a headline, the logo and theweb address, and sometimes the packitself. The headline is a bold, dominantelement. It is not to be reduced in sizewhere it competes with, or is secondaryto, the logo. The secondary image of thepack is shown here. The pack can becropped.

Mobil Delvac > Advertising >Out-of-Home > Misuse

5


These examples are what not to do whencomposing out-of-home billboards.Headline is too big and runs into theimportant features of the truck, pack iscropped too much and logo is too small.

On the second board, the pack is croppedtoo much, the image is too large and thetruck is abstracted.

Mobil Delvac > Advertising >Print > Body Copy and Logo Glines

6


The logo is always placed below the bodycopy. The distance from the logo to thebaseline of the last line of copy is 1/4height of the logo. The line length of thebody copy may vary, depending on thewhite space it sits in.

Mobil Delvac > Advertising >Print > Body Copy and Logo Glines w/ Pack

7


The logo is always placed below the bodycopy. The distance from the logo to thebaseline of the last line of the copy is 1/4height of the logo. The distance from thelogo to the pack is 1/4 height of the logo.When the body copy and logo are alignedright, the pack always sits on the right.

When the body copy and logo are alignedleft, the pack always sits on the left. Theline length of the body copy may vary,depending on the white space it sits in.

Mobil Delvac > Advertising >Print > Body Copy and Logo Placement

8


The body copy and logo always sittogether in the negative space. The bodycopy never runs over the photography.

The body copy and logo are always rightor left aligned. The body copy and logoshould never be centered.

Mobil Delvac > Advertising >Print > Body Copy and Logo Placement w/ Pack

9


The body copy, logo and pack always sittogether in the negative space.

The body copy never runs over thephotography. The body copy and logo arealways right or left aligned to the pack.Thebody copy and logo should never becentered.

Mobil Delvac > Advertising >Print > Headline Guidelines

10


FOR BOUNDING BOX MEASUREMENT:

Using the lowercase t from the headlinepoint size, measure the stem to theBOTTOM of the arms of the t. This is themeasurement that defines the distancefrom the text to the edges of the yellowbounding box.

FOR LEADING:

Using the lowercase t from the headlinepoint size, measure the stem to the TOPof the arms of the t. This measurement

defines the leading.

When punctuation is used, the messagingstays in Mobil Regular but puncuation isNeuzeit Grotesk Bold.

Mobil Delvac > Advertising >Print > Headline Placement: C Vehicle

11


The headline is a bold, dominant element.It is not to be reduced in size where itcompetes with, or is subordinate to, thelogo lockup. It overlaps image areaswithout covering the important aspects ofthe photography. It can sit close to thebody copy and logo, but it should not bearranged with them. It does not bleed offthe page.

Mobil Delvac > Advertising >Print > Headline Placement: Pack and Truck

12



Mobil Delvac > Advertising >Print > Headline Placement: Portraits

13



Mobil Delvac > Advertising >Print > Legal Line Application

14


The legal line should always be placed atthe live area at a minimum point size of5.5 with 6 points of leading. The legal linemust be legible. The legal line can besubdued by using an opacity. When usedon a light background, the type may bemultiplied.

Mobil Delvac > Advertising >Print > Photography Choices

15


Photography must have either people ORtrucks, vehicles, equipment and canNEVER be people AND trucks, vehicles,equipment. All images must remain heroicand on a grey background.

For some messaging, imagery may not beprovided due to the specificity of theparticular ad setup and placement.

If uncertain the imagery meets theserequirements please reach out forapproval.

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