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Image Brand Standards

  • Updated

Clark and Crown Image Standards

Clark and Crown-branded locations must meet specific image requirements to maintain a professional, consistent appearance. These standards ensure all sites display the proper branding, signage, and imaging elements.

For full specifications, refer to the appropriate image manual:
👉 go.clarkbrands.com/imagemanuals

Primary Sign

  • Approved Clark or Crown signs must be purchased from Everbrite and installed.

  • Clark Stores: An Unleaded product panel in Clark Blue (PMS 280) must be placed directly below the logo.

  • Crown Stores: A Regular product panel in Crown Blue (PMS 280) must be placed directly below the logo.

  • All additional product panels must appear below Unleaded or Regular.

  • If Diesel is displayed, the panel must be in Green (PMS 355).

  • MID sign support poles must be painted Clark Light Gray (PMS 420).

Monument Sign

  • Approved signs must be purchased from Everbrite and installed.

  • The logo must be placed on the left half of the monument.

  • The top-right quadrant must display:

    • Unleaded in Clark Blue (PMS 280) for Clark stores.

    • Regular in Crown Blue (PMS 280) for Crown stores.

  • All additional product panels must appear below Unleaded or Regular.

  • If Diesel is displayed, the panel must be in Green (PMS 355).

Dispensers

Each dispenser must meet the following branding requirements:

1. Valance Panel

  • Must be properly installed on all dispensers.

2. Product ID Panels (Octane & Color Standards)

  • Clark Branded Stations:

    • Unleaded: 87 Octane, PMS 280

    • Extra: 89 Octane, PMS 3005

    • Premium: 92/93 Octane, PMS 1795

  • Crown Branded Stations:

    • Regular: 87 Octane, White

    • Plus: 89 Octane, PMS 280

    • Premium: 92/93 Octane, PMS 185

3. Dispenser Skirts

  • Must have branded skirts installed.

4. Pump Topper

  • Must display Clark Crown MasterCard marketing.

  • If not used, install hose squawkers featuring the same marketing.

5. Decals

  • Credit Card Decal: Required on all dispensers.

  • Regulatory Decals: Safety, shut-off, and AVS decals must be installed per the manual.

Canopy

Canopies are essential branding elements and must meet the following:

Brand Logos

  • Illuminated Clark or Crown logos are required.

Graphics

  • Premier Canopy Graphics: Installed on new ACM panels.

  • Classic Canopy Graphics: May be installed on ACM panels or vinyl.

  • Film overlays must match Clark Sapphire Blue or Crown Blue.

Lighting

  • The Archer lighting system is required for Premier locations only.

Structural Treatments

  • Clark columns: Painted Clark Light Gray (PMS 420).

  • Crown columns: Painted Clark Light Gray, with the bottom 12" in Crown Blue (PMS 280).

  • Clearance decals must be placed per image guidelines.

General Site Treatment

In addition to the elements above, all locations must include:

  • Black or blue trash cans

  • Flag sign on all canopy poles

  • Flush-mount LED canopy decking (Premier only)

  • Dispenser Island Curbs:

    • Preferred: Untreated concrete tops with stainless steel sides

    • Alternate: Painted Clark Dark Gray (PMS 877)

Installation & Compliance Verification

Once image elements are installed:

  • Marketers must submit photographic documentation of signage, canopy, dispensers, and branding to their Regional Sales Manager (RSM).

  • The RSM will confirm compliance before final approval is granted.

Important Notes

  • Any deviation from these standards requires prior approval from a Clark Brands RSM.

  • Station owners are responsible for ensuring compliance with local municipal regulations, including sign ordinances.

  • Image standards are subject to change at any time. The most current version is always available at:👉 go.clarkbrands.com/imagemanuals

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