On-Lot Signage—Exterior
Pump Topper (LTO)
Our pump topper signage draws guests from the pump to the store. Focus should be on food and drink products or promotions with large, simple headlines and visuals. And since guests are already on lot, pump toppers don’t need a logo.
Limited Time Only qualifier can be emphasized with a sticker to make customers aware of a special item.
Pump Topper (Price)
Price should be the #1 in the messaging hiearchy, allowing
Signage
On-lot signage like window decals, banners, and posters similarly don’t need a logo and can prioritize product and deal messaging.
A-Frame
A-Frames should feature deal and promotional messaging as guests head to the store entrance.
On-Lot Signage—Interior
Sandwich Cooler
Sandwich Cooler and similar interior signage are used to feature our latest product or offering. Use an eye-catching headline and large product photography to draw in guests.
Cooler Window Cling
Cooler Window clings feature drink deals and promotions available in the cooler. Emphasize product photography and deal messaging, with minimal additional copy.
Off-Lot Signage
Off-lot signage must feature a prominent logo to undeniably communicate “RaceTrac.”
Billboard
Billboards should have no more than two lines of copy, with a prominent RaceTrac logo.
OLA
OLA signage must feature logo, headline, imagery, and a CTA button, with room for subhead copy in larger placements. Smaller placements may also use a simplified version of the headline copy, if necessary. Use the unique CTA button exclusively on OLA/digital signage, where it serves as an interactive element. Do not use it on print signage as a graphic container for text.
Social
Across social placements, lead with a strong headline and the RaceTrac logo to quickly establish brand recognition. Depending on placements, detailed photography can then be used before ending with additional messaging and a CTA.
Motion
For animated use cases imagery should always be fixed in order to utilize screentime effectively.
On-Lot Signage—Exterior
Pump Topper (LTO)
Our pump topper signage draws guests from the pump to the store. Focus should be on food and drink products or promotions with large, simple headlines and visuals. And since guests are already on lot, pump toppers don’t need a logo.
Limited Time Only qualifier can be emphasized with a sticker to make customers aware of a special item.
Pump Topper (Price)
Price should be the #1 in the messaging hiearchy, allowing
Signage
On-lot signage like window decals, banners, and posters similarly don’t need a logo and can prioritize product and deal messaging.
A-Frame
A-Frames should feature deal and promotional messaging as guests head to the store entrance.
On-Lot Signage—Interior
Sandwich Cooler
Sandwich Cooler and similar interior signage are used to feature our latest product or offering. Use an eye-catching headline and large product photography to draw in guests.
Cooler Window Cling
Cooler Window clings feature drink deals and promotions available in the cooler. Emphasize product photography and deal messaging, with minimal additional copy.
Off-Lot Signage
Off-lot signage must feature a prominent logo to undeniably communicate “RaceTrac.”
Billboard
Billboards should have no more than two lines of copy, with a prominent RaceTrac logo.
OLA
OLA signage must feature logo, headline, imagery, and a CTA button, with room for subhead copy in larger placements. Smaller placements may also use a simplified version of the headline copy, if necessary. Use the unique CTA button exclusively on OLA/digital signage, where it serves as an interactive element. Do not use it on print signage as a graphic container for text.
Social
Across social placements, lead with a strong headline and the RaceTrac logo to quickly establish brand recognition. Depending on placements, detailed photography can then be used before ending with additional messaging and a CTA.
Motion
For animated use cases imagery should always be fixed in order to utilize screentime effectively.
Brand Overview
Brand Voice
Logo
Colors
Typography
Imagery
Graphic Elements
Layout + Application
Partnerships
Downloads + FAQs
On-Lot Signage—Exterior
Pump Topper (LTO)
Our pump topper signage draws guests from the pump to the store. Focus should be on food and drink products or promotions with large, simple headlines and visuals. And since guests are already on lot, pump toppers don’t need a logo.
Limited Time Only qualifier can be emphasized with a sticker to make customers aware of a special item.
Pump Topper (Price)
Price should be the #1 in the messaging hierarchy, creating easy-to-read prices for our customers.
Signage
On-lot signage like window decals, banners, and posters similarly don’t need a logo and can prioritize product and deal messaging.
A-Frame
A-Frames should feature deal and promotional messaging as guests head to the store entrance.
On-Lot Signage—Interior
Sandwich Cooler
Sandwich Cooler and similar interior signage are used to feature our latest product or offering. Use an eye-catching headline and large product photography to draw in guests.
Cooler Window Cling
Cooler Window clings feature drink deals and promotions available in the cooler. Emphasize product photography and deal messaging, with minimal additional copy.
Off-Lot
Off-lot signage must feature a prominent logo to undeniably communicate “RaceTrac.”
Billboard
Billboards should have no more than two lines of copy, with a prominent RaceTrac logo.
OLA
OLA signage must feature logo, headline, imagery, and a CTA button, with room for subhead copy in larger placements. Smaller placements may also use a simplified version of the headline copy, if necessary. Use the unique CTA button exclusively on OLA/digital signage, where it serves as an interactive element. Do not use it on print signage as a graphic container for text.
Social
Across social placements, lead with a strong headline and the RaceTrac logo to quickly establish brand recognition. Depending on placements, detailed photography can then be used before ending with additional messaging and a CTA.
Motion
For animated use cases imagery should always be fixed in order to utilize screen-time effectively. Headlines/typography should feel like they are zooming on/off screen as if they are stopping in for their weekly ritual. Stickers should punctuate the animation.