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<p>The strength of the Jiffy Lube<sup>&reg;</sup> brand communication relies upon the consistent execution of messaging and creative. The following pages provide guidelines to express the Jiffy Lube corporate brand identity. These identity guidelines are the standards for the application of the Jiffy Lube brand. If these guidelines are adhered to, the Jiffy Lube brand will have maximum clarity and impression. </p>
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<p><span class="pagesubtitle">WHO IS JIFFY LUBE?</span><br>
  Jiffy Lube is a leader in the industry. Its tone of voice should reflect this with an authority and confidence that comes from specializing in the oil change business. It is never intimidating or overtly technical, rather it is always warm and welcoming. Jiffy Lube is eager to please by going &ldquo;over and above&rdquo; the call of duty to please customers, appealing equally to both men and women. Jiffy Lube is down to earth and straightforward. Jiffy Lube takes preventive maintenance seriously, but it also has a sense of humor that appeals to everyone.</p>
<p><span class="copytitlemedium">The Jiffy Lube promise</span><br>
  Jiffy Lube&rsquo;s marketing, advertising, procedures, training and operations will always communicate, support and enhance our Customer Value Proposition (CVP).</p>
<p><span class="copytitlemedium">The core benefits of our CVP are:</span><br>
&bull; Jiffy Lube is fast and convenient.<br>
&bull; Jiffy Lube Signature Service<sup>&reg;</sup> Oil Change is more than an oil change.<br>
&bull; Jiffy Lube enhances the reliability and longevity of my vehicle.<br>
&bull; My vehicle&rsquo;s Jiffy Lube service history is available to me at ALL locations.<br>
&bull; Jiffy Lube services meet the manufacturer&rsquo;s requirements to maintain my vehicle&rsquo;s warranty.<br>
&bull; I feel like I made a smart choice.</p>
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LOGO GUIDELINES</p>
<p>This section introduces you to the Jiffy Lube Flying &ldquo;J&rdquo; logo. For both the Jiffy Lube Flying &ldquo;J&rdquo; logo and the &ldquo;Word&rdquo; logo, follow the defined logo guidelines.</p>
<p>Proper treatment of the Jiffy Lube logo is crucial as it is the primary visual association consumers have with the brand. Following the brand standards for logo treatment ensures a consistent visual representation that protects brand equity.</p>
<p>The Jiffy Lube Flying &ldquo;J&rdquo; logo is the preferred logo. However, there are times when there is not enough room to display the logo at the correct size without the letterforms distorting and the logo becoming illegible. In a space restrictive environment, when the conditions described occur, the Jiffy Lube &ldquo;word&rdquo; logo should be used. The color logo described in this section can appear on a white or a light solid background, or on a black or dark solid.</p>
<p>Use only the digital version (vector art) of the logo, which is available on Storenet (our extranet site).</p>
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<p><span class="pagesubtitle">LOGO</span><br>
  <span class="copytitlemedium">COLOR OPTIONS</span></p>
<p><span class="copytitlemedium">Preferred Color Logo</span><br>
  The color logo shown here can appear on a white 1 or solid background 2 , or on a black or dark solid background. 3</p>
<p><span class="copytitlemedium">Alternate Logos<br>
</span>As an alternate to the color version, the logo may appear Black on a white background.</p>
<p><span class="copytitlemedium">Space Around the Logo</span><br>
  It is required that the logo have clear space around it, separating it from other graphic elements. As shown in the diagram 4 , there should be a minimum of 1/4'' of clear space. Whenever possible, allow more than this minimum.</p>
<p><span class="copytitlemedium">Minimum Size</span><br>
  With decreasing size, the letterforms begin to distort and the logo itself becomes illegible. To avoid this, the logo should not be reduced below 3/4''. 5</p>
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<p class="pagesubtitle">LOGO</p>
<p><span class="copytitlemedium">Registration Mark</span><br>
The <sup>&reg;</sup> (registered trademark) is required when using the logo. It is placed to the right of the &ldquo;e&rdquo; in &ldquo;lube,&rdquo;in white, as shown here. 1</p>
<p>The <sup>&reg;</sup> can only be removed if there are problems reproducing it when stitching the logo on apparel.</p>
<p class="copytitlemedium">LOGO: INCORRECT USAGE</p>
<p><span class="copytitlemedium">Changing Colors</span><br>
  Jiffy Lube colors must always correspond to the Pantone Colors, or match the swatches supplied with these guidelines. 2</p>
<p><span class="copytitlemedium">Background</span><br>
  The logo should not appear on a pattern or background that impairs the legibility of the logo. 3</p>
<p><span class="copytitlemedium">One-Color</span><br>
  The logo should never appear in a one-color version, except all-black or all-white. 4</p>
<p><span class="copytitlemedium">Incorrect Orientation</span><br>
  The Jiffy Lube logo is not a directional element and therefore should always be presented with the arrow pointing to the right. It is important that the orientation of the logo be presented consistently. As with every piece of communication, consistency aids in developing the brand. Presenting the logo in any other way diffuses any brand equity that was built using the logo correctly. 5</p>
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