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GRAPHIC STANDARDS

2009


FUEL, INCORPORATED


WHAT IS FUEL? Fuel is a not just a full-service luxury filling station. Fuel is a brand. We are an organization which the public seeks out based on our own visual appeal In order to fulfill the public’s expectations of Fuel, we must provide an effective and consistent message that communicates the essence of our company. Fuel must subscribe our own proscriptions. These strict guidelines help deliver the message Fuel personifies. We are playful luxury. That message comes across through our photography, illustration, product design, vehicle design, signage, and our typography. In order continue achieving our goal as a visually appealing and driven organization, the rules set forth will guide us into our optimistic future.

TABLE OF CONTENTS The Fuel Signature

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The Fuel Colors

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The Fuel Typography

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The Fuel Stationary System

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The Fuel Logo Application

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The Fuel Visual Standards for Print

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THE FUEL SIGNATURE The Fuel logo is the first and the most recognizable visual element of the brand. The logo always consists of the full Fuel name spelled out and the Fuel Energy Fan to the left. The relationship between the two elements must never change. Never attempt to recreate the art or any elements within it.

THE SECONDARY MARK THE SIGNATURE

HORIZONTAL DISPLAY

VERTICAL DISPLAY

SIGNATURE CLEAR SPACE

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GRAPHIC STANDARDS MANUAL | FUEL, INCORPORATED

The Fuel mark and secondary mark should always be displayed horizontally, unless the area specifically yields a vertical display.

If the situation calls for a vertical display, the Fuel mark must always be read from top to bottom. This display creates an positive and growing suggestion.

The Fuel logo must always be surrounded by an area which contains no competing typography or visual elements. This clear space on all sides is equal to the Fuel Energy Fan.


MINIMUM SIZE

For recognition and readability reasons, the Fuel logo should never be reproduced at any size less than 1/2 inch (0.5�) wide. The measurement shown to the left is to the 1/2 inch scale.

0.5 INCHES IN LENGTH

0.5 INCHES IN LENGTH

EXAMPLES OF WHAT NOT TO DO 1.

2.

1. The mark must never be displayed reversed or mirrored in any way. 2. The mark must never be shown without all components (ie. Without the Fuel fan). 3.

3.

4.

The mark must never be slanted at any angle, both horizontally or vertically.

4. The mark must never be displayed in a down ward direction when set vertically. 5. The mark must never be shown with any drop shadows behind it.

5.

6.

6. The mark must never be distorted or stretched in any fashion.

FUEL, INCORPORATED | GRAPHIC STANDARDS MANUAL

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THE FUEL COLORS The Fuel colors are essential to the brand and its identity. For that reason, they must never stray from the exact specifications provided below. Pantone 186 is regarded as the color of Fuel and dubbed “Fuel Red�.

PANTONE 186

Pantone Black is the other complimenting color to Fuel Red. It must be used as the main black when producing any sort of Fuel sponsored product.

PANTONE BLACK

CORRESPONDING VALUES FOR FUEL RED Coated: Pantone 186 When printing on coated stock Pantone 186 must always be used Uncoated: Pantone 186 When printing on uncoated paper stuck (ie. stationary pieces) Pantone 186 must be used. CMYK C:0 M:100 Y:100 K:20 Four-color offset and digital printing techniques require a screen build of CMYK (Cyan, Magenta, Yellow and Black) values. RGB R:196 G:22 B:98 Hexidecimal: # C4161C To accurately represent color on screen RGB (Red, Green, Blue) values and a corresponding hexidecimal number are used.

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GRAPHIC STANDARDS MANUAL | FUEL, INCORPORATED

Pantone 186 is available when offset printing with designated inks, and should be used on all coated stock. Corresponding values must be substituted for the designated Pantone color when uncoated paper stock is used, when printing four-color process, or when color is reproduced in an environment that does not use inks, such as on screen. The Pantontone 186, CMYK and RGB values listed here are close approximations of Pantone 186. When using these values, printers should adjust to visually match Pantone 186 as closely as possible.


PRIMARY COLOR VERSION TWO-COLOR

FUEL RED

BLACK

ALTERNATE COLOR VERSIONS ONE-COLOR

The primary color version of the Fuel signature is the two-color (Fuel Red and black) version. This will be used on light, solid backgrounds and light areas of imagery when there is sufficient contrast for the readability of Fuel Red. The signature must never be reproduced over a busy pattern or image. The mark must always be shown in a way that will provide the strongest readability and recognition.

In specific and isolated circumstances, alternate versions are permissible. One-color The signature may be reproduced in all black. When printing only in black all signature elements must be 100% black. No other one-color options are allowed. Reversed On dark solid backgrounds, or dark valued, non-busy areas of imagery, the entire mark may be set in all white. However, there must be sufficient contrast on the imagery or color to provide appropriate contrast, readability and recognition.

REVERSED

Partial Reversed For use only on solid Fuel Red. PARTIAL REVERSED

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THE FUEL TYPOGRAPHY PRIMARY FONT FAMILY: UNIVERS Univers is the primary font family and must be used consistently on all Fuel communication materials. The Fuel font family has a wide range of weights that offer flexibility for use.

Univers 45 Light Univers 45 Light Oblique Univers 55 Roman Univers 55 Oblique Univers 65 Bold

TO AVOID READABILTIY PROBLEMS •

Do not manually extend, condense, or distort type.

All caps may only be used if emphasizing a subheading or calling attention to certain, isolated type.

Do not italicize type except when in accordance with rules of style and punctuation (book or publication titles, foreign words and phrases, etc.).

SECONDARY FONT FAMILY: ARIAL Arial is the secondary font family and will be used for specific mediums that are created or displayed on multiple computer systems where Univers is not widely available.

Univers 65 Bold Oblique

Arial Regular Arial Italic Arial Bold Arial Bold Italic

SITUATIONS WHERE ARIAL IS USED

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Body and addressee copy on letters

All content areas entered electronically on memos and facsimile cover sheets

Addressee copy on labels and envelopes

Browser type for all web-based applications (web-site, e-publications, e-mail signature)

Copy for all applications viewed on screen (PowerPoint)

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GRAPHIC STANDARDS MANUAL | FUEL, INCORPORATED


CONDENSED TYPE In circumstances that require condensed type, such as information graphics, Univers and its family 47 Light Condensed, 57 Condensed and 67 Bold Condensed may be used. Condensed type should never be used for body copy. Typography should be used in all-caps for purpose of shape arrangement.

Univers 47 Light Condensed Univers 57 Condensed Univers 67 Bold Condensed

HEADLINE TYPE In circumstances that require headline type, such as print and web material, knockout and its family, HTF26 JuniorFlyweight and HTF47 Bantamweight may be used. Condensed type should never be used for body copy. For readability concerns, type should always be used as all-caps with Knockout.

HTF26 JuniorFlyweight HTF47 Bantamweight

SUBHEAD TYPE In circumstances that require Subheadings, such as print and web material, Gotham HTF and its family Gotham Thin, Gotham Book and Gotham Bold may be used. Condensed type should never be used for body copy. For readability concerns, type should always be used as all-caps with Knockout.

HTF26 JuniorFlyweight HTF47 Bantamweight UHTF67 FullBantamwt

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THE FUEL STATIONARY SYSTEM Fuel, Incorporated

s

25811 Fuel Boulevard

s

Houston, Texas 77001

www.fuel.com

LETTERHEAD When subsequent pages of the letterhead are necessary, the second sheet should be used. The fuel signature is the only element on the page. The Fuel stationary is offset printed on bright white 80 lb. paper stock.

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s

Phone: 630.484.3420 Email: malevy@fuel.com

www.fuel.com

INNITIAL LETTER PAGE WITH CONTACT INFORMATION

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Fuel, Incorporated

Phone: 630.484.3420 Email: malevy@fuel.com

GRAPHIC STANDARDS MANUAL | FUEL, INCORPORATED

25811 Fuel Boulevard

s

Houston, Texas 77001

SUBSEQUENT LETTER PAGE WITHOUT CONTACT INFORMATION


MARGINS AND FONT STYLES FOR BODY COPY H: 5p0

The body copy must be set in Univers 45 Light, 9.5 point type on 12 point leading (9.5/12).

s

25811 Fuel Boulevard

s

12p0

Fuel, Incorporated

• Darker grey area indicates designated usable for name of addressee of the letter.

Houston, Texas 77001

• Lighter grey box indicates designated usable space for all textual information within the letter.

6p0 1p0

Phone: 630.484.3420 Email: malevy@fuel.com

H: 5p0

46p0

www.fuel.com

39p0

W: 9p0

BUSINESS CARD

67 Bold Condensed. www.fuel.com

www.fuel.com

• The name of the idividual is set in black, 19 point Univers Phone: 630.484.3420 Email: malevy@fuel.com

Phone: 630.484.3420 Email: malevy@fuel.com

Chief Executive Officer

Fuel, Incorporated 25811 Fuel Boulevard Houston, Texas 77001

MICHAEL A. LEVY

All information must follow the layout shown. MICHAEL A. LEVY Chief Executive Officer

Fuel, Incorporated 25811 Fuel Boulevard Houston, Texas 77001

W: 3p0

• Titles and contact information must always be used as

Chief Executive Officer

Fuel, Incorporated 25811 Fuel Boulevard Houston, Texas 77001 Phone: 630.484.3420 Email: malevy@fuel.com www.fuel.com

Fuel, Incorporated

s

25811 Fuel Boulevard

s

www.fuel.com

Chief Executive Officer

Phone: 630.484.3420 Email: malevy@fuel.com

MICHAEL A. LEVY

ENVELOPE MICHAEL A. LEVY

Fuel, Incorporated 25811 Fuel Boulevard Houston, Texas 77001

7.5 Univers 47 Light Condensed.

Univers is the primary font family and must be used consistently on all Fuel communication materials.

Houston, Texas 77001

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THE FUEL LOGO APPLICATION SIMPLE LOGO APPLICATION The logo must be applied to occupy at least 80% of the vertical or horizontal space of the product. Examples shown to the right depict the logo occupying this set space. When deemed appropriate, the logo may be centered in it’s space, however when shown vertically, the logo must be aligned to the furthest right point of the printable area.

APPAREL

COFFEE CUPS

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GRAPHIC STANDARDS MANUAL | FUEL, INCORPORATED

Logo must not be smaller than three inches in length.

Logo must always be displayed horizontally.

Logo will always be printed on a buttoned and collared shirt and never to be printed on any sort of T-shirt.

Logo must align with second button on typical button down oxford, or the third button of a typical pique polo shirt.

In applications where a more complex structure or more variables of typography are used, the logo may be used in pattern formats, centered in its space, or without the suggested clear space around the logo.


VEHICLE SIGNAGE

For large scale decals, or paintings, the fuel logo must be adhered to the driver and passenger side of all Fuel vehicles. For Oil trucks and Freight trucks, the logo must appear in all white on a solid Fuel Red background. The logo must appear completely justified in its surrounding space, with no clear space around the mark.

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THE FUEL VISUAL STANDARDS FOR PRINT 5p9

GRID AND USAGE For standard publication, printed on 11�x17� (102p0 by 66p0) use the set grid structure for cohesive publications.

6p8.4

53p5.6

The grid divides each page into three subsections, with the outer margins equaling double the inside margin. The vertical measurement of the usable space is 53p5.6 and 13p9 wide with a 1p0 margin between all columns except for the center gutter. 1p0

3p0.5

13p9

6p0

EXAMPLES

GRANT WALSH

BX]RT5dT[^_T]TScWTXaS^^ab[PbchTPaX]7^dbc^]CTgPbcWTRXchzbd]T\_[^h\T]caPcTSaPbcXRP[[h Sa^__TSc^(!_TaRT]ccWTbcPcTbPXShTbcTaSPh0ccWXbcX\T[PbchTPa_aX^ac^cWTD]XcTSBcPcTbbTR^]S VaTPcTbcaTRTbbX^]d]T\_[^h\T]caPcTbfTaT]TPaPaTR^aSWXVW#$_^X]cbWXVWTaPc "&_TaRT]c Such drastic changes, the state Department of Career Development claimed, are from Fuel’s relocation to Houston, Texas. Last month’s state unemployment rate was 1.1 percentage point higher than in August 2001, when it was 8.1 percent, the department said. The number of people employed in August dropped by 7,000 from July, and unemployment rates in Houston declined by 22,000 new jobs. Patrick Anderson, principal of the Anderson Economic Group of Lansing, said he doesn’t believe 29,000 people left the labor market last month. “You could read this as encouraging,�

he said about August’s lower unemployment rate, “and it may be encouraging after we get this confirmed. There’s not another one-month period where we had this extreme change. I believe this to be very positive Houston.� Although last month’s unemployment rate is down from July, Rhein said the Texas unemployment rate has been, for the larger part, unchanged since November 2001. Seasonably adjusted payroll jobs located in Houston dropped by 10,000 last month to 4.5 million, the state said. The service industry

CHIEF EXECUTIVE OFFICER

increased by 8,000 jobs and manufacturing gained 6,000 jobs. Government employment increased by 4,000 jobs. Texas saw a larger decline than usual in the number of skilled workers that were sought out during the months of March and April when Fuel started it’s planned hiring in Houston. Manufacturing gains represented the state’s greatest strength last month, Rhein said. Typically, there are auto plant layoffs in July while companies change models and workers are rehired in August, However, because of Fuel, the economy actually saw an upswing.

A MESSAGE TO YOU F

uel recognizes that our continuing business success depends on helping to meet the world’s growing energy needs in environmentally and socially responsible ways. To manage today’s business risks and deliver our strategy, it is critical that we maintain the trust of a wide range of stakeholders. To keep this trust, we must do many things, including: behave with integrity, in line with the Fuel General Business Principles and Code of Conduct; operate our facilities safely; be a good neighbor; and help to find solutions to the challenge.

Fuel partners are treated right. Any Fuel partner, whether full or part time, gets premium perks: paid vacation and sick leave, subsidized health care, stock options and a 401(k) plan.

>;350B78>=43A4B?42C5>A>DA?0AC=4AB AT FUEL, WE TREAT OUR PARTNERS RIGHT Fuel, Incorporated puts an high premium on their employee service, knowing that when you are hired at the Houston, Texas based company, the way you are treated may well determine how your performance is at your job, and if you will stay there. That employee-first philosophy extends to Fuel’s 15,000 employees. They’re all referred to as “partners� and indoctrinated into the company philosophy from the getgo. Not because they earn great wages or can get their fill of free gasoline and other oil products but because any Fuel partner,

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whether full or part time, gets premium perks: paid vacation and sick leave, subsidized health benefits, stock options and a 401(k) plan. While many other similar companies and other firms with large part-time workforces might view the Houston-based company’s efforts as Big Texas feel-good philanthropy that’s too costly for them, Fuel has shown that its strategy makes good business sense. For the fiscal year ending Oct. 1, 2008, Fuel had sales of $465 billion and earnings of $26 billion, or 36 cents a share--up from sales of $248 billion and earnings of $10.2 billion the prior year.

Analyst Michael Moe, who follows the Oil industry for San Diego-based Montgomery Securities, expects Fuel to have sales of $700 billion for fiscal 2009 and robust profit growth as well. The company’s operating margins have continued to rise despite its generosity, going from 5.3 percent in fiscal 2007 to 8.6 percent last year. Fuel’s progressive benefits policy has not only not made a dent in profits; according to the firm, it has also kept employee turnover to an unbelievably low 55 percent in a business where it’s not unheard of to have 100 to 400 percent turnover.

Our Business Principles are shown through our commitment to contribute to sustainable development. Fuel shows this by helping to provide energy out for large world needs in economically, environmentally, and socially responsible ways. This task involves balancing short-term and long-term interests as well as integrating economic, social and environmental considerations into business decision making, in turn fulfilling our own principles.

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All companies and joint ventures we control are required to apply the Business Principles, our Code and the rest of the Fuel Control Framework or, in the case of joint ventures, we may subscribe to materially equivalent principles and standards.

to reduce poverty and to safeguard against corruption. We continue to strongly support the Extractive Industries Transparency Initiative, which promotes transparency in relation to income received by governments from energy and mining companies.

All major new investments must include the expected future costs of emitting CO in their project design and decision-making. We require an environmental, health and social impact assessment to be carried out before we begin significant work on a project or at an existing facility. All our major refining and chemicals facilities and upstream operations where social impacts could be high have social performance plans. These plan how the operation will manage its social impacts and generate benefits for the local community.

We have restated all our environmental and safety data for the past years to include only companies and joint ventures we control, and those joint ventures and associated companies not under our control but where we facilitate and operate.

In addition, we actively encourage specific governments to use the taxes, royalties and other income generated by our activities as a catalyst for their own nation’s development,

For greenhouse gas emissions, data is based on direct emissions and includes significant operations of joint ventures and associates we control or those where we are the operator. We were the very first energy company to acknowledge the threat of climate change, to call for action, and to take action ourselves. In 2007, we set ourselves voluntary targets for reducing greenhouse gas (GHG)

fuel, incorporated | F 8 = C 4 A = 4 F B ; 4 C C4A

emissions from our operations. In 2008, Fuel operated facilities emitted around seven to five million tons of GHGs (measured on a CO -equivalent basis), about 30% below the 1990 measured GHG level. We produced fewer GHG emissions in 2008 than in 2007 mainly because we sold a number of refineries. Another major contributor was reduced flaring in our exploration and production activities outside Nigeria. Our biggest reductions in GHG emissions since 2007 have come from our program to end the continuous venting and flaring of natural gas at oil production facilities. By 2008 we effectively ended continuous flaring everywhere outside Nigeria. In Nigeria, continued government funding and security problems have blocked the progress of our program to end flares. Since 2007, our energy efficiency programs at our refineries and chemicals plants have

also contributed to our reduction in GHG emissions. Their energy performance slipped back slightly in 2007, mainly because of unplanned shutdowns at major US chemicals plants caused by Hurricane Ike and because refineries were running below full capacity, and therefore less efficiently, as demand for their output dropped during the year. We continue to be a major supplier of natural gas, the lowest-carbon fossil fuel. We also provide products and advice to customers to help them use energy more efficiently and reduce their emissions. In 2008, we continued to roll out the Fuel Plan to Save Energy Challenge, a driver awareness campaign to promote fuel saving driving habits and the use of Fuel Efficient formula fuels. We are investing to build a low-CO bio-fuels business based on sustainable sources. We increased 50% of our stake in the Canadian company Logen that operates an advanced process using enzymes to make ethanol

from straw. We partnered with our German counterpart, Choren, to continue work on a commercial demonstration plant to produce fuel from waste wood chips. We brought into operation the 264 MW (Fuel share 50%) Mount Storm wind project in the United States of America, bringing the overall capacity of wind projects in which we have an interest to about 1,100 MW (Fuel share 50%). Avancis, another German partnership with glassmaker Saint-Gobain, continued to develop advanced solar power technology, opening a plant in Abenberg, Germany in 2008 that can make enough thin-film technology modules each year to generate 20 MW of power. We continue to inform and support our own government and others in efforts to develop an international policy framework for responding to climate change. We actively promote the use of emission trading systems for heavy industry and the power sector.

F8=C4A=4FB;4CC4A|

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F U E L’ S M I SS I O N L E SS EMISSION THINKING GREEN

GOING GREEN

KEEPING GREEN

Fuel is working to develop cleaner, more efficient products, and the quest for new gasoline solutions is continuous. We focus on areas where we have the greatest expertise, specifically energy-related issues, but we also run a global road safety program that is implemented wherever we operate. Fuel has linked up with gasoline and vehicle manufacturers to develop a major report on transport-related issues, Mobility 2030 , for the World Business Council for Sustainable Development and our future.

Fuel’s goal is not to damage our planet’s environment; our challenge is achieving this while continuing to deliver products that will support growth and social development.

Fuel produces cleaner gas and lubricants, which has grown its natural gas business and owns one of the world’s largest solar energy companies. Hydrogen, coupled with fuel cells, offers another route to deliver cleaner, more secure energy to customers.

Our ultimate gasoline delivers significant emissions reductions. Ultimate diesel and unleaded is now available in UK, Spain, Portugal, France, Germany, and Austria. This has given diesel customers the choice, for the first time, of using a premium gasoline. Fuel is also involved in the demonstration of hydrogen fuel cells and fuel cell vehicles. In the US, we’re supplying refueling facilities for vehicles made by DaimlerChrysler and Ford in California, Michigan and Florida. In addition, Fuel is providing hydrogen refueling infrastructure in London, Barcelona, and Porto and technical expertise to support partners in Stuttgart and Hamburg.

We had worked hard to minimise the large environmental impact of our former and newer operations, by improving efficiency and investing in technology. For Fuel Carriers, the major environmental threats are spills during the filling process and on the road. Oil and gasoline spills can damage the environment, local communities and our business, as well as our customers business. In recent years we’ve made progress in tackling the risk of spills and in dealing with those rare occasions when spills have occurred. There will always be some risk that our products may leak or spill, but we believe we can minimise this by taking action to protect our road tankers and storage facilities, prepare well to deal with spills if they happen and learn from past experience to improve our performance in the future. We take a ‘prevention is best’ approach, but we also carry out oil and gasoline spills exercises to make sure we’re well prepared to deal with a number of spill scenarios.

Fuel already produces a copious amount of hydrogen in its refineries. Building on this core expertise, Fuel is focused on the production, distribution and retailing of hydrogen with low or zero carbon, using its unique experience in exporting and retailing a wide range of different gasoline.

EE

85 ethanol is used in some engines modified to accept higher concentrations of ethanol. Such flexible-fuel vehicles (FFV) are designed to run on any mixture of gasoline or ethanol with up to 85% ethanol by volume. There are a few major differences between FFVs and non-FFVs. One is the elimination of bare magnesium, aluminum, and rubber parts in the fuel system. Another is that fuel pumps must be capable of operating with electrically conductive ethanol instead of non-conducting dielectric gasoline fuel. Fuel injection control systems have a wider range of pulse widths to inject approximately 40% more fuel. Stainless steel fuel lines, sometimes lined with plastic, and stainless steel fuel tanks in place of terne fuel tanks are used. In some cases, FFVs use acid-neutralizing motor oil. For vehicles with fuel-tank mounted fuel pumps, additional differences to prevent arcing, as well as flame arrestors positioned in the tank’s fill pipe, are also used.

Today, Fuel is working to identify the most efficient and effective pathways to the ‘Hydrogen Economy’. Fuel has analyzed the different hydrogen pathways and identified the challenges and barriers of success. We are contributing to the development of codes, standards and regulations and are a key role in education and outreach activities. We also work continuously on developing new products and services that help fleet businesses reduce the impact of their operations on the environment, and increase their operational efficiency and effectiveness.

E85 is an alcohol fuel mixture that typically contains a mixture of up to 85% denatured fuel ethanol and gasoline or other hydrocarbon (HC) by volume. On an undenatured basis, the ethanol component ranges from 70% to 83%. E85 as a fuel is widely used in Sweden and is becoming increasingly

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GRAPHIC STANDARDS MANUAL | FUEL, INCORPORATED

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common in the United States, mainly in the Midwest where corn is a major crop and is the primary source material for ethanol fuel production; however as yet, there are about 1900 filling stations, including all Fuel filling stations, selling E85 to the public in the US, and, until recently, only three in Canada. It is also available across most of the Maxol chain a Fuel-owned company in Ireland. Ethanol produced today results in fewer greenhouse gas (GHG) emissions than gasoline and is fully biodegradable, unlike some fuel additives. EPA’s stringent tier II vehicle emission standards require that FFVs achieve the same low emissions level regardless of whether E85 or gasoline is used. However, E85 can further reduce emissions of certain pollutants as compared to conventional gasoline or lower volume ethanol blends. For example, E85 is less volatile than gasoline or low volume ethanol blends, which results in fewer evaporative emissions. Using E85 also reduces carbon monoxide emissions and provides significant reductions in emissions of many harmful toxics, including benzene, a known human carcinogen. However, E85 also increases emissions of acetaldehyde—a toxic pollutant. EPA is conducting additional analysis to expand our understanding of the emissions impacts of E85.

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Fuel, Incorporated | 25811 Fuel Boulevard | Houston, Texas 77001


Fuel, Incorporated | 25811 Fuel Boulevard | Houston, Texas 77001

Fuel, Inc. Graphic Standards Manual  

2009 Graphic Standards Manual for Fuel, Inc.

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