Clark and Crown Image Standards
Clark and Crown-branded stores must meet specific image requirements to maintain a professional, consistent appearance. These standards ensure all stores display the proper branding, signage, and imaging elements.
For full specifications, refer to the appropriate image manual: go.clarkbrands.com/imagemanuals
MID 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.
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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
Must be properly installed on all dispensers.
2. Product ID Panels (Octane & Color Standards)
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Clark Branded Stations:
Unleaded: 87 Octane, PMS 280
Extra: 89 Octane, PMS 3005
Premium: 92/93 Octane, PMS 1795
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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 Store Treatment
In addition to the elements above, all locations must include:
Black or blue waste bins
Flag sign on all canopy poles
Flush-mount LED canopy decking (Premier only)
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Dispenser Islands:
Preferred: Untreated concrete tops with stainless steel forms
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.
Store 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