Marathon Brand Book
Marathon is an energy company providing fuel, convenience store products, and renewable energy solutions across the U.S. Its reliable services support customers’ daily transportation and energy needs.
Retail Identity Brand Guidelines
Approved Usage | Logos & Brandmarks Primary Logo: White/Light Background Primary Logo: Dark/Colored Background Logotype: White/Light Background Logotype: Dark/Colored Background Secondary Logo Variations Secondary logo variations follow the Primary Logo color standard shown above. Primary Logo & Logotype Spacing .375(y) The smallest the primary logo should be x = represented is 0.375” high for legibility. 1.25 X = minimum space needed The smallest the logomark should be y = height of logo represented is 0.2” high for legibility. Marathon Retail Identity Brand Guidelines 01
Color Palette & Typography | Logos & Brandmarks Primary Color Palette Complementary Color Palette PMS 185 WHITE PMS 286 PMS 3005 Y 1 PMS 648 PMS 429 HEX C8002D HEX 00369D HEX 0074C5 HEX FFFFFF PMS COOL GRA RGB 200 0 45 RGB 0 54 157 RGB 0 116 197 RGB 255 255 255 HEX 16315A HEX A2AAAD HEX D9D9D6 CMYK 0 100 84 0 CMYK 100 79 0 12 CMYK 100 38 0 3 CMYK 0 0 0 0 RGB 0 45 93 RGB 162 170 173 RGB 217 217 214 CMYK 100 85 36 31 CMYK 38 27 27 0 CMYK 14 11 12 0 Typography Approved fonts include variations from the same font family (i.e., bold, italic, condensed, etc.) Aa Aa Aa Helvetica Neue Proxima Nova Montserrat ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789 0123456789 ({:;-!?@%}) ({:;-!?@%}) ({:;-!?@%}) Marathon Retail Identity Brand Guidelines 02
Unacceptable Usage | Logos & Brandmarks Unacceptable Primary Logo & Logotype Usage Examples shown below apply to the primary, secondary and logotype variations. A. B. C. D. E. F. G. H. I. J. A. Do not vertically or horizontally distort the logo. F. Do not use an excessive drop shadow on the logo. B. Do not change the element proportions of the logo. G. Do not modify the angle of the logo. C. Do not remove any of the logo elements. H. Do not use unapproved colors. D. Do not add any elements to the logo. I. Do not outline the logo. E. Do not violate the clear space or add additional J. Do not use low resolution logo 昀椀les or scanned images shapes around the logo. of the logo that result in jagged edges or pixelation. QUESTIONS OR A REQUEST FOR CREATIVE ARTWORK? Please contact [email protected]. Marathon Retail Identity Brand Guidelines 03