AMERICAN ETHANOL - Ethanol Retailer€¦ · The basic implementation of the American Ethanol and Flex Fuel identity includes new labels across the fuels portfolio. All dispenser branding

v1.1 / 05.15.2015 © American Ethanol 2015 1

AMERICAN ETHANOLBRAND IDENTITY POLICYRETAIL FUELS

VERSION 1.1 2015


CONTENTS

USING THESE GUIDELINES

3 Contacts and Resources

4 Introduction: American Ethanol Image Guidelines

FLEX FUEL DISPENSER DECAL COMPONENTS

5 Product Identifier Decals

7 Hose and Nozzle Color Coding

8 Nozzle Talker Product Identification

9 Octane Ratings

10 Push To Start Decals — Wayne

11 Push To Start Decals — Gilbarco

12 State Ethanol Decals

14 Required Regulatory Labels

15 Pumpskirts

PUMP BRANDING OVERVIEW

16 Flex Fuel Single Product Dispenser

17 Flex Fuel + Other Fuel Multi Product Dispenser

18 Dispenser Decal Placement

PURCHASE DECAL COMPONENTS

19 How To Order Pump Decals


CONTACTS AND RESOURCES

For additional information and clarification relating to the policies contained within this manual, contact the relevant department shown here. For additional resources and further guidance, visit EthanolRetailer.com/store to order station kit imaging or AmericanEthanolRacing.com for information about E15 and the American Ethanol NASCAR partnership.

AMERICAN ETHANOL BRAND AND FORMATS TEAM

Houston RuckGrowth Energy & American Ethanol Creative DirectorT: 202-545-4000E: [email protected]

Ryan WelshDirector of Sales & Marketing — American EthanolT: 605-965-2344E: [email protected]

RETAIL LIAISON

Sara BrendenMarket Development & Events SpecialistT: 402-740-9898E: [email protected]


INTRODUCTION: AMERICAN ETHANOL IMAGE GUIDELINES

These guidelines are intended to provide you with helpful image information when offering flex fuel products with regular fuels at branded retail locations. Consistency in the application of the fuel brand identity and forecourt signalization is essential to communicate a professional feel and adds value to the customer value proposition (CVP).

The branding and packaging rules illustrated in this document is set around the “ideal” case; legacy and exceptional situations will be managed through the brand and format teams.

Application Rules

The basic implementation of the American Ethanol and Flex Fuel identity includes new labels across the fuels portfolio.

All dispenser branding should be refreshed at the same time to achieve brand consistency across the forecourt — do not mix old and new branding in the same retail location.

Please read this brand policy carefully and contact the appropriate brand team member for any clarification.

A Note about American Ethanol NASCAR and retail stations

While American Ethanol is an official partner of NASCAR®, restrictions in the partnership agreement prohibit the NASCAR logo from appearing on fuel pumps or under any canopy outside of the official fuel provider of NASCAR. American Ethanol has worked closely with NASCAR to ensure that the brands and imaging produced for this kit comply with the restrictions set forth in that partnership agreement.

Terms and Conditions of this License Agreement

If Growth Energy/American Ethanol approves your request to use the American Ethanol Brand, you agree to be bound by the following terms and conditions (the “Agreement”). Including all the standards set forth in the brand guidelines. Any deviation must be approved by Ryan Welsh and Houston Ruck.

Growth Energy/American Ethanol reserves the right in its sole discretion to terminate or modify your permission to display the American Ethanol Brand Features and to take action against any use that does not conform to these terms and conditions.

How to Order Branding Components

Learn more about the items available in our online store at EthanolRetailer.com/store. Full details are available on page 19.

NASCAR® is a registered trademark of the National Association for Stock Car Auto Racing, Inc.



PRODUCT IDENTIFIER DECALS

American Ethanol recommends these labels for product identification on pumps with limited display space. They are intended for placement near product selector buttons, price windows or nozzle housing.

PRESS

15% ETHANOL15

88MINIMUM OCTANE RATING

(R + N) / 2 METHOD

GE-Soda-Wayne-e15b-01.indd 1 6/5/14 8:47 AM

PRESSfor 2001 and newer vehicles

15% ETHANOL15


(R + N) / 2 METHOD

SPECIFIC FOR E15: OCTANE RATING AND EPA LABEL

Some locations require octane ratings for E15. Please see page 8 for a complete set of octane labels. Additionally the EPA requires a label for pumps that dispense E15.



FOR FLEX FUEL VEHICLES ONLY

Available for E20, E30, E40, E50 and E85.



HOSE AND NOZZLE COLOR CODING

Fuel dispenser nozzles should be color-coded according to fuel type. The component parts of the nozzle must be colored as follows:

15% ETHANOL15


(R + N) / 2 METHOD


(R + N) / 2 METHOD

91 OCTANE FOR FLEX FUELVEHICLES ONLY

8585% ETHANOL

HOSESE0-E15: Black E20-E50: Blue E85: Blue or Yellow

NOZZLESE0-E15: Black E20-E50: Blue E85: Blue or Yellow



NOZZLE TALKER PRODUCT IDENTIFICATION

American Ethanol recommends black hoses and nozzle covers for E15. For fuel blends of E20 through E50, blue hoses and nozzle covers should be used. E85 can use either a blue or yellow hose and nozzle combination.

15% ETHANOL15


(R + N) / 2 METHOD


(R + N) / 2 METHOD

91 OCTANE FOR FLEX FUELVEHICLES ONLY

8585% ETHANOL



OCTANE RATINGS

These decals can be applied as nozzle talkers or “push-to-start” button artwork.

87 OCTANE


(R + N) / 2 METHOD

PRESS

GE-Soda-Gilbarco-e10-Minnoco-01.indd 1 10/9/14 12:36 PM

PRESS

FOR FLEX FUELVEHICLES ONLY

30% ETHANOL

GE-Soda-Gilbarco-e30-01.indd 1 8/15/14 5:53 AM

PRESS


(R + N) / 2 METHOD

89 OCTANE

GE-Soda-Wayne-89-01.indd 1 5/16/14 9:50 AM

PRESS


(R + N) / 2 METHOD

91 OCTANE

GE-Soda-Wayne-91-01.indd 1 5/16/14 9:50 AM

PRESS

10%ethanol10


(R + N) / 2 METHOD

GE-Soda-Wayne-e10-01.indd 1 5/16/14 9:50 AM

PRESS

15% ETHANOL15


(R + N) / 2 METHOD

GE-Soda-Gilbarco-e15b-yellow-02.indd 1 12/12/14 3:21 PM

PRESS

15% ETHANOL15


(R + N) / 2 METHOD

GE-Soda-Wayne-e15b-01.indd 1 6/5/14 8:47 AM

PRESSfor 2001 and newer vehicles

15% ETHANOL15


(R + N) / 2 METHOD

PRESS


8585% ETHANOL

GE-Soda-Wayne-e85-01.indd 1 5/16/14 9:50 AM

REID VAPOR PRESSURE (RVP) REGULATIONS

The following labels with yellow background are specific for RVP regulations during the summer months. This period is usually June 1 – Sept. 15. Check with local regulations.



PUSH TO START DECALS — WAYNE



PUSH TO START DECALS — GILBARCO

0.00

0.00

60.4

0

69.00

Soda Button Push To StaTT rtEU02005G___ and EU02006G___

0.00

0.00

60.4

0

69.00


0.00

0.00

60.4

0

69.00


0.00

0.00

60.4

0

69.00


0.00

0.00

60.4

0

69.00


0.00

0.00

60.4

0

69.00




STATE ETHANOL DECALS

A variety of e-blend labels are available for purchase through at EthanolRetailer.com/store. Labels are available in denominations of 10, 15, 20, 30, 40, 50 and 85.

In cases where display space is limited, American Ethanol recommends the “tagline” version paired with product identification decals. The product identification decals should be located as close as possible to the fuel nozzle.

All labels can be customized with stakeholder organization logo and text. An example for Iowa, with a logo of the Iowa Department of Agriculture and “Cleaner Air for Iowa,” is displayed below. Your state may have certain restrictions, type sizing requirements or acceptable language that is already approved. American Ethanol is happy to assist with this effort.

WITH E-BLEND Available as E15, E20, E30, E40, E50 and E85

WITHOUT E-BLEND Generic American Ethanol Branding

2.875 in wide 4.5 in tall

6 in wide 3 in tall

5.25 in wide 2.25 in tall

3 in wide 2.5 in tall

Learn more at AmericanEthanolRacing.com

CLEANER AIR FOR IOWA




CONTAINS UP TO 15% ETHANOL


For Flex Fuel Vehicles Only

MINIMUM 70% ETHANOL


ENRICHED WITH 10% ETHANOL








AVAILABLE STATE ETHANOL DECALS



CLEANER AIR FOR NEBRASKA




MINIMUM 70% ETHANOL



MINIMUM 70% ETHANOL




















CONTAINS UP TO 30%

ETHANOL

IOWA

NEBRASKA



REQUIRED REGULATORY LABELS

EPA requires fuel pumps that dispense E15 to carry the following label.

FTC rules require fuel pumps that dispense E85 to display the following label.



PUMPSKIRTS

x

x

x

x

2/3x

max height

1/2x

Stand Alone Dispenser Pumpskirt

Ovation 3+1 Pumpskirt (split)

Vista Encore Pumpskirt (split)

max height

1/2x

max height

1/2x


E-85

E-85

FuelFor use in Flexible

FuelVehicles

only

This Hose

E-85



MINIMUM 70% ETHANOL

E85

PRICE PER GALLON, ALL TAXES INCLUDED

CASH

CREDIT

$

$

Insert and removecard quickly

or

Call

Attendant

Alternate selection buttonsfor screen prompts above

SEE

SCREEN

ABOVE

This Sale

$

Gallons



MINIMUM 70% ETHANOL



State specific ethanol decal

Product identifier decal

Flex Fuel decal with white background

State specific ethanol decal

(alternative size)

FLEX FUEL SINGLE PRODUCT DISPENSER

For single product dispenser applications, American Ethanol recommends using dedicated and certified E-blend dispensers to provide optimal performance and prevent possible mis-fueling.

For stations with existing branding, American Ethanol has developed “ideal-case” scenarios for light and dark applications. In each case, the Flex Fuel branding should be presented on a solid white background. Additionally, state-specific ethanol decals are available to identify fuel blends.

Valence level product identifier decal

DARK-BACKGROUND BRANDING SCHEMELIGHT-BACKGROUND BRANDING SCHEME


PRESS

15% ETHANOL15


(R + N) / 2 METHOD


(R + N) / 2 METHOD

PRESS

91 OCTANE10%ethanol10


(R + N) / 2 METHOD

PRESSPRESS


30% ETHANOL

PRESS


8585% ETHANOL

Fuel

For use in

Flexible

Fuel

Vehicles

only

This Hose

E-85


10%ethanol10


(R + N) / 2 METHOD

PRESS PRESS


(R + N) / 2 METHOD

91 OCTANE

PRESS


(R + N) / 2 METHOD

89 OCTANE

PRESS


8585% ETHANOL


or

Select GradeTo Left

Remove NozzleINSTRUCTIONS

Call

Attendant


SEE

SCREEN

ABOVE

This Sale

$

Gallons

E85

PRESS

15% ETHANOL15


(R + N) / 2 METHOD

E15


Split dispenser skirt

Flex Fuel decal with white background

Product identifier decal

FLEX FUEL + OTHER FUEL MULTI PRODUCT DISPENSER

For situations with multi-product dispensers, American Ethanol recommends clear labeling that corresponds with ethanol-only nozzle, hoses and fuel selector buttons. Your corporate branding may require a label identifying the fuel as separate product. A split skirt is recommended to visually differentiate e-blended fuel from regular gasoline.

DARK-BACKGROUND BRANDING SCHEME

Gilbarco Encore Style Five Product Dispenser

LIGHT-BACKGROUND BRANDING SCHEME

Wayne Ovation2, 2-Hose Dispenser 3+2

Some hoses removed for clarity.

Valence level product identifier decal


E-85

E-85

FuelFor use in Flexible

FuelVehicles

only

This Hose

E-85



MINIMUM 70% ETHANOL

E85

PRICE PER GALLON, ALL TAXES INCLUDED

CASH

CREDIT

$

$


or

Call

Attendant


SEE

SCREEN

ABOVE

This Sale

$

Gallons



MINIMUM 70% ETHANOL



PRESS

15% ETHANOL15


(R + N) / 2 METHOD


(R + N) / 2 METHOD

PRESS

91 OCTANE10%ethanol10


(R + N) / 2 METHOD

PRESSPRESS


30% ETHANOL

PRESS


8585% ETHANOL

Fuel

For use in

Flexible

Fuel

Vehicles

only

This Hose

E-85


10%ethanol10


(R + N) / 2 METHOD

PRESS PRESS


(R + N) / 2 METHOD

91 OCTANE

PRESS


(R + N) / 2 METHOD

89 OCTANE

PRESS


8585% ETHANOL


or

Select GradeTo Left

Remove NozzleINSTRUCTIONS

Call

Attendant


SEE

SCREEN

ABOVE

This Sale

$

Gallons

E85

PRESS

15% ETHANOL15


(R + N) / 2 METHOD

E15


DISPENSER DECAL PLACEMENT

American Ethanol recommends decal placement as close as possible to nozzle and product selector buttons. If you have a question, please send us a photo of the potential decal location.


HOW TO ORDER PUMP DECALS

Visit EthanolRetailer.com/store to view available items and purchase decal components. If you have questions, contact Sara Brenden at [email protected].

State organizations may customize the identifying sponsor name and logo for an additional charge. Contact Sara Brenden for details.

EthanolRetailer.com/store

Click on “Place Order” and “New E10 State Labels.”

Documents

AMERICAN ETHANOL - Ethanol Retailer€¦ · The basic implementation of the American Ethanol and Flex Fuel identity includes new labels across the fuels portfolio. All dispenser branding