This design system applies to RaceTrac convenience brand work. This system does not apply to Enterprise/Hold Co. initiatives, RaceWay, Gulf, Potbelly, or Energy Dispatch.    

When can I start using the refreshed visual identity and what should I do about assets that are in the old branding?  

You can start using the refreshed visual identity now. This is a “roll-in” refresh, meaning existing assets do not need to be updated simply because they use our previous visual identity. As new assets are created or existing assets are updated, incorporate the refreshed brand elements wherever possible. Brand Strategy will provide education and work with teams to assess existing assets and determine where and when updates make sense. If there are regularly used assets that are externally facing that need to be updated, please contact the Brand team.  

Where can I find assets like logos, photography, and approved fonts?  

• Downloadable assets like logos and graphic elements can be found in our Digital Asset Manager (DAM) here. External vendors can use this link to download.  
• Photography (both lifestyle and product imagery) will be available in Q4 2026. Updates will be shared once available.  
• Our approved font family, Acumin Pro, is available through Adobe Creative Cloud. For internal use, Arial is approved in presentations.  

Where do I find templates?  

PowerPoint, letterhead, and other templates will be available in Q4. Updates will be shared once available.  

Can I use AI to generate assets?  

AI use is permitted to explore creative concepts and create supporting assets under the following conditions: 

• AI should never be used to generate, recreate or modify RaceTrac logos, brand elements or product photography. 
• Review all AI-generated imagery for accuracy, quality and alignment with our Brand Guidelines before use. 

If you have questions about whether an asset follows brand standards, please reach out to Brand Strategy at brandstrategy@racetrac.com.  

How often are the Brand Guidelines updated?  

The Brand Guidelines are a living resource and are updated regularly as new guidance is added or existing guidance is clarified. If significant changes or new information are added, we’ll share an internal communication so you know what’s new and can stay up to date. Expect additions to the guidelines in 2027 with Brand Foundations & Strategy as 2026 work is finalized.  

When and how do I reach out to the Creative team?  

Please reach out to Creative at Creative@racetrac.com with the following:  

• Questions about the brand guidelines and usage  
• Requests for asset development (Note: Please include context about the ask and any relevant deadlines and the Creative team will follow up with information about timelines.) 
• Feedback about the brand guidelines (challenges navigating, images rendering, etc.)