Shell Global Brand Essentials Assessment - Assessor Manual - FINAL 13.04.2022 (GBW Version)

BRAND ESSENTIALS
ASSESSMENT
Assessor Manual
Introduction to Brand Essentials
Structure
The Brand Essentials assessment is an overt (openly announced) assessment which will
normally be done immediately following a Mystery Motorist GEA (Guest Experience
Assessment). In come instances you may only be asked/assigned a stand alone Brand
Essentials Assessment.
If you are asked/assigned to do both on your visit, you are required to visit the site as a
Mystery Motorist and first complete the covert GEA (Guest Experience Assessment visit).
Only once that part of the evaluation has been completed, should you announce your
presence to the Retailer or site staff and proceed to undertake the “brand assessment”
part of the visit.
The GEA (Guest Experience Assessment )part of the visit will be considered completed
only when:
 You as the Mystery motorist have visited the restroom and completed
restroom evaluation (if there is a customer restroom on the site)
 You have checked the forecourt and shop facilities (if present on site)
 You have completed your petrol purchase and also the shop purchase if there
is a convenience store on the site
 Staff have been given opportunity to provide a farewell
The last point is very important. Even if you check the restroom and the air and water
facility before completing your shop purchase, you should not announce yourself until
you have given both shop and forecourt staff the opportunity to provide a farewell.
HINT: The suggested order of visit at site with shop, toilet, and air & water facilities is:
 Pull up at pump and refuel

 Pay for petrol on forecourt (or pay in shop if possible)
 Check restroom
 Make shop purchase
 Return to car and check air and water facilities
 Park and put on your high visibility vest
 Return to shop and announce your visit to service station manager or person
in charge
 Proceed with Brand Essentials assessment
Purpose of the Brand Essentials Assessment

The Brand Essentials assessment is intended to supplement the Mystery Motorist visit
assessment of the Shell customer promises:
 Is everything clean and bright?

 Does the site layout and facilities make the experience quick and easy?
Copyright © 2021 of Shell International Petroleum Company Page 1 of 53 January 2021

Introduction to Brand Essentials
 Is everything working?
 Does it contribute to the customer being treated like a guest?
Once you have announced yourself as an assessor, you are now free to check specific
assets more thoroughly and assess certain key brand elements to ensure that these are
providing a positive impression of the Shell brand.
The key observations which need to be made are:
 Was the element free from excessive dirt/ marks/ stains?

 Was the element free from noticeable damage?
 Was the element free from noticeable fading?
The elements that are covered in the survey will be described in detail later in this
manual, but briefly they are:
 The Prime Sign which is the main roadside signage for the service station
 The canopy over the pumps – particularly the white, yellow and red Shell
branding on the fascia, including the the Pecten panel or “Shell” logotype
 Any directional signage indicating the entrance to the service station
 Leader boards and spreader panels
 Pump cabinets, including the fuel grade labels and any nozzle talkers on the
hoses
 HSSE signage at the pump islands
 Shop fascia and exterior
For all of these things, the overall intent is to measure them against the key customer
measures.
Therefore “Clean” isn’t defined by a “white glove” test, but in the light of reasonable
customer expectations.
“Damage” considers both when something is not functioning correctly and also the
impact on the customer when something is physically damaged or deteriorated but still
functioning. For instance, a pump might show considerable rusting and dents but still
be able to dispense fuel. Again, it’s about how noticeable it would be to the customer.
“Faded” assesses the Shell brand colours. i.e. Shell Red should not look pink, yellow
should not look beige. Different tones of Red and Yellow across the forecourt, around
the canopy fascia, buildings, etc. are not acceptable.
These are the correct colours.
More detail will be provided on how to assess these later in the manual.

Safety
Safety
Safety is a critical concern for Shell.
Assessors must complete the separate safety training modulel and successfully pass the
safetly accreditation test.
You are required to observe all Shell’s key safety rules not only while on site, but also
while travelling to and from the sites.
These include:
 Wearing the high visibility safety vest at all times once the assessment part of
the visit has started.
 Absolutely no smoking at any time while on site.
 Switch mobile/ cell phones to airplane mode.
 No flash photography.
 If you are using a digital camera, ensure it is safely secured, either on a
lanyard or using a wrist strop.
 Awareness of traffic movement around the site – keeping alert to the dangers
inherent in walking across/ inspecting elements in traffic flow areas.
 Work with a valid work permit where required
 Obtain authorisation before entering a confined space
 Obtain authorisation before overriding or disabling safety (NOTE: you do not
need to test the emergency shut off switch or the fire extinguisher)
 Do not walk under a suspended load
 No alcohol or drugs while working or driving
 While driving, do not use your phone and do not exceed speed limits
 Wear your seat belt
 Obey any safety or emergency instruction you are given by staff.
 For your personal safety be aware of suspicious people or activities
 Avoid using the entry/ exit ramps for the Car Wash
Finally, when introducing yourself to the site manager, you should ask them to advise
you of the main safety risks at that site.
Assessor Presentation
In the same way that it is important to Shell that their sites meet appropriate
presentation standards, it is equally important that the assessors who go out to visit the
sites meet appropriate professional standards.
These standards include:
 You need to be neatly and appropriately dressed in “business casual” clothes.

Shorts, jeans, t-shirt, etc are NOT acceptable.
 You may need a waterproof jacket if it is a wet day.
 You must wear closed toe and comfortable shoes (no sandals).

Cleanliness, Damage, Fading
Cleanliness, Damage and Fading

Nearly all elements will need to be assessed to determine if they meet the requirements
of Shell’s customer promises in terms of being free from dirt, damage and fading issues.
Cleanliness
Cleanliness is primarily about dirt and surface markings such as stains, streaks, etc. that
can be removed by regular cleaning procedures. It does not include areas of damage to
surfaces such as rust, corrosion or fading.
Elements simply need to ‘appear clean’ with no visible dirt or stain when viewed from
appropriate distance on site. The ‘appropriate distance’ will be determined by the
average distance that the customer would look at each item during a typical visit
(generally a range between 2 to 5 or metres and up to 10-15 metres for a prime sign on
larger sites).
For forecourt elements in particular please make allowance for general factors (e.g.
weather conditions), affecting outdoor signage and equipment and what may be
considered as a reasonably clean condition for such assets.:.
You will be required to make a judgement about whether the cleanliness issue is a
“Major” or “Minor” one. As a rule of thumb, cleanliness issues affecting less than 50% of
the asset overall should be marked down as minor cleanliness issues only when clearly
visible and dectracting from an overall impression of reasonable cleanliness for forecourt
stations environments.
Considerable dirt accumulation, large stain areas, large amount of grime, affecting more
than 50% of the asset, should be classified as ‘major’ cleanliness issues.
Damage
As well as covering whether or not the various items are functional, this also covers
instances where the element has been subject to some kind of damage, whether that is
dents, etc., rusting/ corrosion, peeling paint, tears and scratches and the like.
Again, you will usually need to determine whether the damage is a Minor or Major issue.
If any item is so damaged as to be not functioning, then that would always be classed as
major damage. (Note: The exception here is pump hoses, unless more than one on a
single pump are marked as Out of Order.)
Graffiti is always assessed as damage.
Faded
Shell Brand Colours should not be faded - i.e. Red should not look pink. Different tones
of Red and Yellow are not acceptable.
Panels should not be faded to the point the colours do not match the expected tones.

Minor and Major Issues

For most “No” responses you will be asked to determine whether this is a major or a
minor issue.
 Observe from the appropriate distance and consider whether the average customer
would notice any dirt/ marks/ litter/ damage.
 To make the distinction between whether an issue is ‘major’ or ‘minor’, you need
to consider the overall cleanliness or condition – how much is affected by the
issue? What is the overall impression created? This is particularly important
when assessing multiple items (such as spreaders, pumps, etc.).
 As a rule of thumb, if less than 50% overall is affected then it is likely to be a
minor issue.
 Use your common sense to judge what the impact would be on most customers who
visit the site. Would the average customer notice the dirt/ damage? If they did
notice, would it negatively impact their view of the asset ?
 For instance, the prime sign is a clear focus area for the customer to identity the
service station and check fuel prices and messages. So if there is dirt or damage
affecting the prime sign, you need to consider whether it is significant enough
that customers would notice. And if so, would it be likely to result in creating a
strongly negative impression?
 If they would notice, but not be overly affected, then it’s probably a minor issue
 If they would be likely to notice, and to receive a strongly negative impression of
the site, then it’s probably a major issue.
Where multiple units are being assessed
Where you are assessing an element that has multiple units, such as pumps, posters, etc.
the definition of major is that 50% or more of the units are affected by the issue.
For instance, if you are considering whether there is a cleanliness issue on the pumps,
you would look at all the pumps and if half of them or more have noticeable dirt,
streaks, etc, you would say it is a major issue.
Where a single unit is being assessed
In this case, the 50% rule still applies, but common sense is also required. If, for
instance, there is only one piece of directional signage on the site, but it has a large
chunk missing, this would be classed as major damage even though it is less than 50% of
the total sign. On the other hand, small scratches that are not really noticeable but
which cover most of the sign would still only be a minor issue.
Fading
When assessing the Shell Pectens on the Prime sign, and on the canopy fascia,
cleanliness and condition require a simple Yes/ No assessment.

However “fading” needs you to make a judgement as to whether the degree of fading is
Major or Minor. This is based partly on whether the whole of the Pecten is affected, and
also on the degree of fading. If the red has faded to pale pink and/ or the yellow to soft
lemon then it would be a Major issue.
If the colours are no longer the strong colours of the original, but are still reasonably
dark, then it would be a minor issue.
No - minor No major
Yes
Some fading. Significant fading.
Not faded.
Colours strong and bright Colours still reasonably Colours faded to pink and
bright pale yellow
Normal Wear and Tear
One of the things you should bear in mind throughout the assessment is the concept of
“normal wear and tear”. It is natural that there will be some degree of wear and tear on
elements which are exposed to the elements.
Kerbs and bollards may have small chips and dents. Pumps may have some scratching
(particularly round the nozzle housing). On windy days, there may be small pieces of
litter.
As long as these are not highly noticeable, and would not cause customers to form a
negative opinion of the site, then these sorts of small issues should still be given a “Yes”
response.

Examples - Kerbs
Normal Wear and Tear
Cleanliness Damage
Minor Issue
Cleanliness Damage
Major Issue - Damage
Major Issue - Cleanliness

Photos
Photos
Once the assessment part of the visit commences, assessors will be required to take a
number of photos while they are on site.
Photos should attempt to provide a “customer viewpoint”. That is, photos of the Prime
Sign should be taken from a reasonable distance (approx 10 metres). If necessary to
illustrate an issue, a closer photo, or one using a zoom, can be taken.
Cameras should not be used closer than 2 metres from the pumps.
Required Photos
There are five photos which you must take for every visit (providing that the element is
present).
1. Whole site – this photo should include the main canopy branding and should give an
impression of the site overall. Ideally it would be taken from the site entrance,
showing the approach to the pumps.
2. Prime sign – this is the roadway sign which shows the site is Shell branded; it is
usually a “monolith”, but may also be a “flag” sign, mounted on a pole, or even on the
site wall.

Photos
3. Pump island – this should be taken from the front, clearly showing the pump livery,
hoses, etc. Please choose a pump that is typical of those on the site.
4. Shop – please take from the front showing the shop fascia including signage and the
door.
5. Staff member – from neck down (for privacy reasons) showing Shell approved
uniform (or if they are not wearing any form of uniform).
NOTE: Staff members have the right to refuse to have their photo taken. Please just
take note of their refusal.

Photos
You will usually need to take a photo for each question. Where you have answered “No”
to the question, the photo should clearly show what the issue is.
For instance, one of the elements which may require a photo is the pump. If one of the
pumps is extremely dirty, then the photo should clearly illustrate the problem.
Here is the list of elements which need to be evaluated. You will need to take photos of
all of them.
 Prime sign – monolith/ prime sign

 Canopy and canopy branding including Pecten/ Shell logotype, the canopy
underside and the supporting columns
 Directional signage for the forecourt – entry signs, etc.
 Permanent frames and their content on the forecourt
 Leader boards (at each pump island, listing fuels available)
 Spreaders and pump number panels over the pump
 HSE signage at the pump
 Pump dispenser cabinet including fuel labels and pump livery
 Shell roundels on pump nozzles and nozzle talkers (if any are in use)
 Store presentation - the external walls, doors and windows which are visible
to customers
 Permanent frames and any Shell-branded content on the shop
 Ancillary buildings such as lube bay and car wash
 Ancillary signage including price signs, etc outside the car wash, Shell Helix
and Shell Helix Oilcheck Plus
 Shell approved staff uniforms

Establishing the Site Type
Retail Visual Identity (RVI) types

There are two key site types which you are likely to be visiting:
 The original RVI image which was developed in the 90’s;

 The new (evolved) RVIe image which is gradually being rolled out globally.
The two key branding elements are the the canopy over the pumps and the Prime Sign.
There will be sites where there is a mix of both RVI and RVIe branding; there may be
some sites where one or both of the key branding elements is missing; or even sites
where there is still much older branding which has yet to be replaced.
All of this can be very confusing, so instead of asking you to try to establish the site type
you will be asked a few questions which will allow our systems to make that
determination.
This approach may seem a little complicated, but the questions themselves are very
simple.
ST1: Is the branding on the canopy over the pumps:
a) Shell Pecten?
Select this option if the key branding element on the canopy is a Shell pecten (Shell
shaped logo) on a white background.
b) the word “Shell” (Shell logotype)

c) Other
Includes mix of branding e.g. the word Shell with a Shell Pecten, or Pecten/ “Shell”
displayed on a non standard background ( i.e. no yellow strip with red strip below it),
Shell pecten on yellow or red background.
Both branding elements/ no yellow/red strips Old branding (red strip above yellow)
No yellow/ red strips Pecten placement is non standard
d) None
No canopy fascia No branding element (Pecten or “Shell”)

ST2: Is the canopy branding able to be illuminated?
This question isn’t asking if the canopy is illuminated at the time of assessment; it’s not
asking if the illumination is working and it’s not asking about the under-canopy lighting.
It’s asking whether the canopy branding on the fascia has the capacity to be illuminated
during hours of darkness.
At most sites, we recommend that the easiest way to answer this question correctly is to
ask the manager.
However, if the site is unmanned, there are some tips that will help you determine this.
Answer Yes if:
 The yellow portion of the canopy fascia is curved If it is then the canopy branding
WILL be illuminated. (Always check for the curve at the corner nearest the Pecten/
logotype.)
 The red bar is set out from the fascia on brackets. If it is, then the canopy branding
will be illuminated.
 The Pecten panel/ Shell logotype is 3d, not just a decal. In these cases, the Pecten/
logotype will illuminate even if the fascia does not
In this case, the answer would be Yes,

even though the lighting is not fully
functional.

Answer No if:
 There is a Shell Pecten/ logotype and this a flat decal If it is, then the canopy
branding will not be illuminated.
Answer NA:
 If there is no canopy or no branding on the canopy
The final question will help us determine whether the site is perhaps a “mixed” site – i.e.
it has different branding on the canopy and the prime sign.
ST3: Is the Prime Sign primarily:
a) White (RVIE)
Select this option if the Prime sign is mainly white. The Prime sign will usually be a
monolith type (example A), but could be a flag sign (example D) or in some cases only a
price board (example B). If a monolith is present, that is the main prime sign.
With this flag

sign there is
only the white
panel with no
grey strip.
Assess as
A B C D “white”.

b) Grey (RVI)
Select this option if the Prime Sign is mainly grey aside from the Pecten Panel. If it is a
flag sign (examples C and D) even a small grey strip below the pecten panel is enough to
select this classification.
With this flag

sign there is a
grey strip under
the pecten
panel. Assess
as “grey”.
A B C D
c) Other
Select this option if the main prime sign does not fit either of the styles above or if there
are a confusing mix of styles. (If there are a mix you should provide multiple prime sign
photos in the relevant photo slots.)
The yellow border

around the price sign
makes this non-
standard. Assess as
“Other”.
d) None
Select this option if there is no Prime Sign – that is, no monolith, no flag sign (not even
one attached to the building) and no price board.

EN1: Things observed on approach
EN1.1: Was the Shell pecten on the Prime Sign free from damage, fading
and excessive dirt, marks or stains?
EN1.2: Was the pricing zone on the Prime Sign free from damage, fading
EN1.3 Was the message zone on the Prime Sign free from damage,
fading and excessive dirt, marks or stains?
NOTE: All should be assessed from 10 mt distance.
Standard:
Answer “Yes” if, from the 10 metres, all elements of the prime sign including Fuel panels,
alliance partners, non fuel offers (such as Shell Helix, Deli2Go, etc.) appear to be clean,
undamaged and not faded.
Answer “No” if you identify any of the following issues:
 Dust, dirt streaks, marks, damage or fading on the pecten panel

o In example #1 below, pecten panel shows clear fading issue; in #4 there is
obvious damage.
 Message panels (if present) are free from damage, fading, dust and dirt
o Message panels are those which refer to the fuel offer, non fuel items
(such as deli2go, car wash), cards acceptance, etc.
o In example #2 there is a clear issue with dirt and dust on the message
panels of the prime sign/ monolith
 Fuel price panels are free from damage, fading, dust and dirt and are clearly
legible
o Not all signs will display price panels, but where these are present
they should always be functioning and legible
o In example #3 the LED price display is not functioning and therefore
the prices are illegible

Examples
#1 Fading #2 Dirt/ Dust
#3 Damage - Prices not displaying #4 Damage

EN1.4: Was the high rise sign (if applicable) free from damage, fading
NOTE: Should be assessed from 10 mt distance.
A high rise sign would normally only be used on a motor way or free way to give the site
greater visibility, so most Shell sites will not have these.
While a normal prime sign is around 5 – 7 mt tall, a high rise sign is 10 – 15 mt tall.
They should be assessed for noticeable dirt, damage and fading.

EN1.5: Were the landscape, kerbs and bollards (if applicable) free from
damage, fading, and excessive dirt, marks or weeds?
NOTE: Should be assessed from 10 mt distance.
This question is assessing the landscape, kerbs and bollards around the front of the site,
the entrance and exit, and the store entrance only. You do not need to check the whole
site, only the areas in plain view to customers from the forecourt or as they approach or
leave the site.
Standard:
Answer “Yes” if, from the 10 metres, the landscape, kerbs and bollards around the
entrance and site approach appear to be clean, undamaged and free from excessive litter
and/ or weeds. If there are any plant pots located on the forecourt, please include them
in this question. Please be especially mindful if weeds or even shrubs or plants are
blocking visibility of signage – Prime sign or entry/ exit signs.
 Kerbs are broken or have badly chipped/ peeling paint

o In example #1 below, several large chunks are displaced from the kerb
 Bollards are damaged, show excessive rust or have badly chipped/ peeling
paint
 Landscape/ kerb area has excessive weeds, dead plants or litter
 There are plant pots on or around the forecourt which have dead plants or
excessive weeds

Examples
#1 Damage – broken kerbs #2 Dirt/ Litter
#3 Peeling/ faded paint #4 Overgrown/ weeds
#5 Overgrown – impacting signage #6 Bollards peeling/ rusted
NOTE:
The images below show lights, not bollards. The damage to the kerbs in both cases
would be considered normal wear and tear.

EN2: Entering the site
EN2.1: Were the branded canopy fascias and edges free from damage,
fading and excessive dirt, marks or stains?
EN2.2 Was the Shell Logotype / Pecten on the canopy fascia free from
damage, fading and excessive dirt, marks or stains?
EN2.3 Was the Canopy Underside / Soffit free from damage and
excessive dirt, marks or stains?
EN2.4: Were the columns / stanchions supporting the canopy free from
damage and excessive dirt, marks or stains?
EN2.5: Were the permanent forecourt Poster Frames & Content free from
Standard:
Answer “Yes” if the canopy over the pumps, including the fascia, the Shell Pecten/
Logotype, the canopy underside and the columns is free from fading, damage and dirt/
dust. And also if the Shell branded posters around the forecourt, including their frames
are free from dirt/ marks, or stains, damage and fading.
 The branded fascia had noticeable damage, fading or dirt/ dust.

o Dirt must be visible from a distance of 10 metres and be noticeable to
customers
o To check for fading, compare different panels
o Only check the sides of the fascia which would normally be visible to
customers
 The Pecten panel or “Shell” logotype had noticeable damange, fading or dirt/
dust.
o Damage might include dents, rust, or cracks

o For fading on the logotype check contrast between logotype and red bar
(see example #1 below)
 The underside of the canopy had noticeable damage, stains, dirt or dust.
o Because the underside of the canopy is typically white, there may not
be fading but could be severe discolouration, particularly over diesel
pumps (see example #3 below)
o Damage to the underside of the fascia might include peeling or pitted
paint
 The columns have noticeably dirt, marks, stains or damage.
o NOTE: The columns are normally pointed white, so fading is not
assessed for the columns.
 The permanent frames and their contents around the forecourt are free from
dirt, damage and fading.
o Include only permanent placement frames and their content.
o Do not include temporary POP such as banners, flags, etc. Do not
include movable frames such as “a-frames”, etc.
Examples
#1 Fading #2 Dirt/ Dust
#3 Staining/ Discoloration #4 Damage – pitted/ peeling paint

#5 Dirty columns #6 Dirty poster frame, damaged poster
Examples of which posters to include/ exclude
Include permanent frames:
Installed on forecourt Attached to columns Attached to shop wall/window
Do NOT include temporary frames/ POP
Movable frames Temporary banners/ flags

CP1: Choosing a pump
CP1.1: Was the directional signage free from damage, fading and
CP1.2: Were the Leader Boards free from damage, fading and excessive
dirt, marks or stains with all relevant products listed?
CP1.3: Were the Spreaders & Pump Numbers free from damage, fading
CP1.4: Were the Shell Pectens on Spreaders free from damage, fading and
Directional signage
Standard:
Answer “Yes” if, where directional signage is present, the messages are visibly clean, not
damaged and unfaded.
NOTE: Not all service stations will have directional signage to the forecourt. This is
acceptable.
 The directional signage is visibly dirty

 There is noticeable damage/ fading to directional signage
o If the evaluation is done during times of darkness and the directional
signage is not illuminated please include here
o If the evaluation is done during times of darkness and the directional
signage illumination has dark patches please include here

Examples
#1 Visibly dirty #2 Badly faded #3 Damage/ graffiti
Leader Boards
NOTE: There is an additional assessment required for leader boards – were all products
available at the pump island displayed on the Leader board for that pump island?
Answer “Yes” if, where Leader boards are in place, they are clean and undamaged and
not faded, and display all products available at that pump island.
Answer “No” if you encounter any of the following issues:
 One or more Leader boards showed noticeable dirt/ dust

o Remember, this is not a “white glove” test, only Answer “No” if there is
significant dirt/ dust (see example #2)
 One or more Leader boards showed noticeable damage or fading
o Damage might include peeling decals, cracks, graffiti (see example #3)
o Fading might include discolouration, especially of white plastic or
decals (see example #4)
 Not all products available at the pump island were listed on the Leader board

Examples
#1 Noticeable dirty streaks #2 Peeling decals
#3 Discolouration/ fading #4 Damage - missing letters
#5 Not all products listed

Spreaders
Standard:
Answer “Yes” if the spreader panels and pump number panels appear clean, undamaged
and legible.
o This does not include pump number stickers attached to pumps or to

columns
Answer “No” if you find any of the following issues:
 One or more spreaders are noticeably dirty

 One or more spreaders are damaged or faded
 One or more pump number panels are noticeably dirty
 One or more pump number panels are damaged or faded
Examples
#1 Noticeably dirty #2 Damage – peeling decal
#3 Damage #4 Damaged pump number panel

#5 Faded spreader and pump number #6 Damaged pump number
#7 Damaged – promotional “wraps” are sometimes used on spreaders but they should be
properly affixed at all times.
Shell Pecten on Spreaders
Standard:
Answer “Yes” if where spreader panels are present which include a Shell Pecten, this is
visibly clean, undamaged and unfaded.
o Not all service stations will have spreaders/ pump numbers installed, but
where present they should be at all pump islands
o Not all spreader styles include Shell pectens, and this is acceptable.

 One or more spreaders has a Pecten which is visibly dirty

 One or more spreaders has a Pecten which shows noticeable damage or
fading
o In many cases the Shell Pecten is applied as a separate decal so there may
be instances of decal peeling or being rubbed away
Examples
#1 Peeling #2 Damaged #3 Faded

HSE1 – Safety Messaging at the pump
HSE1: Was HSSE/safety Messaging at the pump legible and free from
Standard:
Answer “Yes” if the HSE messaging appears clean, undamaged and not faded.
o May be on column/ stanchion or on pump
 HSE signage is noticeably dirty

 HSE signage is damaged
o Include peeling, torn
 HSE signage is faded
Examples
#1 Noticeably dirty #2 Damaged
#3 Faded

CH1 – At the pump
CH1.1: Were all pump bodies free from damage and excessive dirt, marks
or stains?
CH1.2: Was all pump livery free from damage, fading and excessive dirt,
marks or stains?
CH1.3: Were all fuel labels free from damage, fading and excessive dirt,
marks or stains?
CH1.4: Were all Shell Pectens on pumps free from damage, fading and
NOTE: You must check all pumps at all pump islands.
Fuel labels
Pump body
Pump livery
Standard:
Answer “Yes” if the pump bodies, the fuel labels and the pump livery is visibly clean,
unfaded and undamaged.
 One or more pump bodies were damaged (including rust, severe dents, etc.)
 One or pump bodies were dirty
o Only mark down if one or more pumps has excessive grease and / or oil
stains
o Remember 50% Major/ Minor distinction
 Fuel labels were damaged (including peeling, tears, etc.)
 Fuel labels were noticeably faded
 Fuel labels were dirty
 Pump livery was damaged (including peeling, tears, etc.)
 Pump livery was noticeably faded

CH1 – At the pump
Examples
#1 Pump livery damaged/ dirty #2: Pump noticeably dirty
#3 Fuel Label damaged/ peeling #4 Pump body damaged - rust
#5 Pump livery faded #6 Fuel grade labels faded

CH1 – At the pump
Shell Pecten on pump livery

Standard:
Answer “Yes” if the Shell Pecten on the pump livery is visibly clean, undamaged and not
faded.
 There may be no Shell Pecten on the pump livery and this is acceptable
Answer “No” if:
 One or more Pectens on the pump livery are noticeably dirty

 One or more Pectens on the pump livery are noticeably faded
 One or more Pectens on the pump livery show signs of damage such as
peeling, scratches, etc.
Examples
#1 Shell Pecten peeling #2 Shell Pecten dirty

CH2 – Pump nozzles
CH2.1: Were all Shell branded roundels on Fuel Nozzles free from
CH2.2: Were all nozzle talkers on fuel nozzles free from damage, fading
Shell branded roundels
Standard:
Answer “Yes” if , where Shell pecten roundels are in use, these are visibly clean,
undamaged and not faded.
o It may be that there are no Shell pecten roundels are in use, and this is
acceptable.
Answer “No” if:
 Pectens on any of the nozzles are noticeably dirty.

 Pectens on any of the pump nozzles are damaged – including peeling, tears,
etc
 Pectens on any of the nozzle talkers are noticeably faded.
Examples
#1 Dirty #2 Damaged #3 Faded

Nozzle talkers
These are the covers which are sometimes attached to the fuel hose handles. Typically
they will announce the type of fuel dispensed from that hose, but they may also consist
of promotional material for e.g. store specials, etc.
Standard:
Answer “Yes” if , where nozzle talkers are in use, these are visibly clean, undamaged and
legible. If there is a Shell Pecten on the nozzle talker, was it in good condition – i.e. not
torn or faded.
o It may be that there are no nozzle talkers in use, and this is acceptable.
o It may be that the nozzle talker does not include a pecten and this is
acceptable.
Answer “No” if:
 Any of the nozzle talkers are dirty or illegible

 Any of the nozzle talkers are damaged – including tears, etc
 Any of the nozzle talkers are noticeably faded
 Pectens on any of the nozzle talkers are dirty or illegible
 Pectens on any of the nozzle talkers are damaged – including tears, etc
 Pectens on any of the nozzle talkers are noticeably faded
Examples:
#1 Nozzle talker dirty #2 Nozzle talker illegible

#3 Nozzle talker damaged #4 Pecten on nozzle talker dirty

SP1 – Store and other buildings
Convenience Store
SP1.1: Was the Shell Branded store fascia free from damage, fading and
SP1.2: Were the visible exterior surfaces of the Shell branded store free
from damage, fading and excessive dirt, marks or stains?
SP1.3: Were all poster frames and Shell branded content on store exterior
free from damage, fading and excessive dirt, marks or stains??
Standard:
NOTE: Only Shell branded convenience stores are to be assessed for the first two
questions. Signage for Shell branded stores will either have the word “Shell”, the word
“Select” or both.
Answer “Yes” if the store fascia, the outside walls, windows and doors of the store amd
any Shell branded posters/ frames are visibly clean, not faded and undamaged.
 The assessment only relates to walls which are visible to the customer,
usually from the forecourt or roadway.
Answer “No” if you find any of these issues:
 Shop fascia is damaged, faded or has excessive dirt, marks or stains

 Shop walls, windows or doors are damaged (including peeling paint and
graffiti), faded (this will usually apply only to grey paint on wall base) or
excessively dirty
 Shell branded posters / frames are damaged or faded or show excessive dirt,
marks or stains. (This is to be assessed regardless of Store branding.)

Shell branded Posters
A poster is considered Shell branded if it includes the word “Shell”, the Shell Pecten or if
it is advertising any Shell product – e.g. V-Power, Shell Helix, Deli2Go, etc. Usually the
Shell branding will be in the form of the Pecten “lock up”.
Pecten “lock up”
Examples
#1 Shop fascia shows excessive dirt #2 Shop fascia damaged
#3 Shop walls visibly dirty #4 Peeling paint on door and walls

#5 Broken glass in door #6 Windows visibly dirty
#7 Shell branded poster frame damaged #8 Shell branded poster dirty

Ancillary branded offer signage and buildings
SP1.4: If present, are the exterior surfaces (and interior surfaces of

manual car wash) of the Shell branded Car Wash clean, uncluttered
and well maintained?
SP1.5: If present, is the Shell branded autoservice/ lube bay clean,

uncluttered and well maintained?
SP1.6: If present, is the customer lounge for the Shell branded

autoservice/ lube bay clean, uncluttered and well maintained?
These questions assess Shell branded Car Washes and Lube Bays and the signage
immediately outside them.
To determine if a Car Wash or Lube Bay is Shell branded, please be aware that most Shell
branding for these buildings does NOT include the word Shell.
Older branding for Car Wash is a yellow bar with a blue square at one end. For the lube
bay, it’s a yellow bar with a grey square. There is also the old Aquavalet branding which
has a rainbow between the blue and yellow sections.
There are also some sites which have a plain yellow bar with red text.
Newer branding is white with red text, with or without the word “Shell”.

NOTE: For safety reasons you are not required to assess the interior of any automated
car wash. You should also avoid the entry and exit ramps, and take extra care to be
aware of traffic movement around these facilities. If the manual Car Wash is in use, you
should not enter the area. Observations will be restricted to what can be observed from
outside.
The interior of the Lube Bay should be assessed from the entrance only. For safety
reasons, you should not enter the area.
In addition to determining the branding, you will also need to determine the type of Car
Wash.
“Enclosed” means fully enclosed with walls on either side and a roof.
“Partially enclosed” means that there is one or more walls, or a roof but either roof or
side wall is absent. Select this option if there is even one adjacent wall for the area.
“Completely open” means that there are no enclosing walls or roof around or adjacent to
the Car Wash area.
Examples
Enclosed automated Car Wash Open automated Car Wash

Enclosed manual Car Wash Open manual Car Wash
Jet Wash hose(s) only Customer Lounge/ Waiting Area
Standard:
NOTE: Only Shell branded Car Wash and Lube bays are to be assessed for these
questions. See above for how to recognise Shell branding as this does not always include
the word “Shell” on these fascilities.
Answer “No” if you find any of these issues:
 Building fascia of the Shell branded Car Wash/ Lube Bay is damaged, faded or
has excessive dirt, marks or stains
 Building walls, or doors are damaged (including peeling paint and graffiti),
faded (this will usually apply only to grey paint on wall base) or excessively
dirty
 Related Shell branded signage such as Car Wash instructions, price boards,
Shell Helix or Helix Oilchange Plus is damaged or faded or show excessive
dirt, marks or stains
 The interior of the manual car wash shows signs of grime, mould or mildew
 The inside of the Lube Bay has excessive grease and oil spills or appears
cluttered and untidy
 The Customer Lounge/ waiting area appears dirty or cluttered, if seating is
damaged or if related signage appears damaged or faded.

Examples
#1 Building walls show excessive dirt #2 Building walls are damaged
#3 Related signage is damaged #4 Related signage is excessively dirty
#Interior of Lube Bay cluttered

UN1 - Uniform
UN1.1: Were all Shell approved uniforms free from damage, fading and
Standard:
Answer “Yes” all Shell approved staff uniforms are clean, undamaged and free from
fading. This includes forecourt and lube bay staff. However, when assessing overalls,
etc. worn by lube bay staff, please make reasonable allowance for the nature of work.
This includes both Shell approved branded uniforms, including 3rd party branding, and
staff who are not wearing uniforms at all.
Do not penalise just for no uniform as long as what they are wearing is free from
damage, fading and excessive dirt, marks or stains.
 One or more uniforms have holes, tears, missing buttons and other damage
 One or more uniforms are noticeably faded
 One or more uniforms have large stains
o Do not penalise for small stains or fresh grease/ oil, etc. which may have
happened during course of work for the day
Examples
#1 Unform badly faded

UN1 - Uniform
#3 Uniform has significant staining #4 Uniform torn/ damaged
3rd party with Pecten Shell with 3rd party logo

GLOSSARY
This section contains examples to help you identify various features and facilities.
Canopy
Canopy branding Canopy fascia
Canopy underside
Columns

GLOSSARY
Prime Signs
Prime Sign Pecten Panels
Prime sign Price Panels
(not all Prime signs will have Price Panels)
Prime sign Message Panels
(not all Prime Signs will have Price Panels)
Message panels may include Fuel panels, opening hours, other services, card
acceptance, etc. Anything which is not part of the price panels or the pecten
panel counts as a message panel.

GLOSSARY
High Rise Sign – used on Motorways/ Freeways
Landscape, kerbs, bollards
Landscape Bollards Kerbs
Bollards
Bollards can come in many forms – poles, “hoops” or even concrete blocks. Their
purpose is to prevent someone driving into a dangerous situation – such as colliding
with the pump or crashing into the shop.

GLOSSARY
Directional signagage
(Car) (Truck)
Leader boards
At end of pump island (stand alone or on CSU or pump body) or on upper part of pump
On upper part of pumps or end of spreaders

GLOSSARY
At the pump island
Spreader Fuel labels
Pump
numbers
HSSE signage
Poster/ One possible
location
frame
Likely
placement for
Leader board
Pump body Nozzle talkers Pump livery
Spreader Fuel labels
Pump
numbers
HSSE signage
One possible
location
Pump body
Likely
placement
for Leader
board
Pump livery Nozzle talker Shell roundel

GLOSSARY
Nozzle talkers and Shell roundels
Some hoses may have Shell roundels, some may have nozzle talkers, some may have
neither.
Shell roundel Nozzle talker Neither
HSSE signage at the pump
Warning/ safety messages about not smoking, not using mobile phones, etc.
Should be placed to be visible to customers/ staff as they’re using the pump. May be on
column, on pump or on side of rubbish bin/ service unit nearest the pump. May also be
incorporated into top part of column-mounted poster frame.

GLOSSARY
Shop
“Shell” and “Select” branded shops only.
To be included for assessment.
“Select” branding – may or may not include the word “Shell”
“Shell Shop” branding (note – the word “Shell” may be in comparatively small font)
NOT to be included –
Stores with word “Shop” (without “Shell”), 3rd party branded shops, no branding

GLOSSARY
Ancillary Services
These are basically lube/ service bays and car wash and should only be assessed if Shell
branded.
For Car Wash
The second question covers all signage relating to the ancillary services, including the
signage on the building facsia. Shell Helix signage should also be assessed.
Interior surfaces
not to be assessed
To be assessed for automated Car
Wash
Tidiness and
Signage and general
exterior appearance of
surfaces to be interior to be
assessed.
assessed from
entrance only.

Shell Global Brand Essentials Assessment - Assessor Manual - FINAL 13.04.2022 (GBW Version)

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BRAND ESSENTIALS

 Pull up at pump and refuel

Purpose of the Brand Essentials Assessment

 Is everything clean and bright?

Copyright © 2021 of Shell International Petroleum Company Page 1 of 53 January 2021

The key observations which need to be made are:

 Was the element free from excessive dirt/ marks/ stains?

These are the correct colours.

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These standards include:

 You need to be neatly and appropriately dressed in “business casual” clothes.

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Cleanliness, Damage and Fading

Graffiti is always assessed as damage.

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Minor and Major Issues

Where multiple units are being assessed

Where a single unit is being assessed

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Normal Wear and Tear

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Major Issue - Damage

Major Issue - Cleanliness

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 Prime sign – monolith/ prime sign

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Retail Visual Identity (RVI) types

 The original RVI image which was developed in the 90’s;

ST1: Is the branding on the canopy over the pumps:

b) the word “Shell” (Shell logotype)

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No yellow/ red strips Pecten placement is non standard

No canopy fascia No branding element (Pecten or “Shell”)

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ST2: Is the canopy branding able to be illuminated?

Answer Yes if:

In this case, the answer would be Yes,

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 If there is no canopy or no branding on the canopy

ST3: Is the Prime Sign primarily:

With this flag

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With this flag

The yellow border

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NOTE: All should be assessed from 10 mt distance.

Answer “No” if you identify any of the following issues:

 Dust, dirt streaks, marks, damage or fading on the pecten panel

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#1 Fading #2 Dirt/ Dust

#3 Damage - Prices not displaying #4 Damage

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NOTE: Should be assessed from 10 mt distance.

They should be assessed for noticeable dirt, damage and fading.

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NOTE: Should be assessed from 10 mt distance.

Answer “No” if you identify any of the following issues:

 Kerbs are broken or have badly chipped/ peeling paint

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#1 Damage – broken kerbs #2 Dirt/ Litter

#3 Peeling/ faded paint #4 Overgrown/ weeds