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Retail Visual Identity (RVI) program at Shell International Petroleum

RVI When Shell decided to review and update their successful ‘Retail Visual Image’ or R.V.I. during 2006, they wanted to improve both the design and reduce the build and maintenance costs per service station forecourt. They approached long term supplier - 3M Commercial Graphics - for guidance on materials and technical advice on the aesthetics as well as new, innovative technologies that could help to deliver cost, time and energy savings across their global network.

The new ‘R.V.I. Evolution’ design, which incorporates a range of different sign and graphic finishes manufactured by 3M - from matte translucent and retro-reflective materials to gloss opaque and petroleum-resistant digitally printed films – has been launched globally by 3M through sign vendor channels as far apart as Argentina, Germany, Malaysia and South Africa.

“We know that 3M make high quality products and their support is first class. With many competitive materials, we have experienced problems with deterioration in bright sunlight and also issues caused by petrol vapours and the cleaning materials used. Through our work with 3M we are confident that our brand colours are accurately matched and that their performance is covered by a strong durability warranty based on extensive technical testing.”

Tim Hannagan, Global Brand Standards Performance Manager