Loading...
HomeMy WebLinkAboutSPRING CREEK CENTER PUD FINAL - 17 90D - SUBMITTAL DOCUMENTS - ROUND 1 - ARCHITECTURAL DETAILSRVI and the Shell Brand The RVI Design - function and Emotion Shell's Shell's new Retail Visual Identity (RVI) has been designed to embody the core values of the Shell brand in a modern and welcoming environment which conforms to customer's existing perceptions of Shell as warm, friendly and caring. RVI confirms Shell's leadership in retail marketing by demonstrating a capability to make innovative improvements in response to the changing needs of customers. RVI is one of the most powerful and visible means of projecting the Shell brand. Retail professionals worldwide are, in this respect, guardians of the Shell brand. The careful and consistent management of RVI will have a substantial impact on sustaining Shell's brand leadership over the long term. The RVI design creates a modern presentation of the Shell brand which enhances the positive values already associated with Shell. The design has functional as well as emotional benefits to customers. The functional benefits include, for examples, the design of signs which communicate information clearly and the selection of lighting which provides illumination of the right intensity and quality. One of the emotional benefits of the RVI design is that it creates a bright, clean and comfortable environment - an ambience which is more 'retail' and less 'industrial'. This was a particularly important aspect of the design brief because ancillary profit centers offers (especially convenience stores) are increasingly important elements of the total retail business. © 2002 Equilon/Moriv InfrOdudiOn 1.00 c , . Lazy "S" Fascia modules The Lazy "S" Fascia module is a trademark item and shall not be produced locally. This module has been designed to tight specifications and materials selected for the manufacture of the fascia modules must be capable of presenting this shape precisely. Surface deformations in the material must be avoided. It has been carefully color matched to ensure even reflected illumination. Shell logotype The Shell logotype comprises five separate letters, each made from suitable translucent material. These are mounted to curved fascia module, manufactured in the same material as the other fascia modules. Red bar The red bar is modular and is manufactured in lengths. Red bar joints shall align with joint of curved fascia. This illuminated red bar also provides backlighting for illumination of the yellow fascia. 0 2002 Equilon/Moriw Lary "S" Canopy Fascia 1.10