Proper trademark

Recently, a friend, who is an ExxonMobil employee, passed me a publication entitled "The Branding of ExxonMobil."This noble document was a 4 page, glossy, tabloid-sized discourse on how to utilize the ExxonMobil "trademark" in publications, displays, etc. Coloring (text and background), spacing, sizing, acceptable fonts, etc. all were covered.I realize in this age of desktop publication, e-commerce, etc., keeping the proper form is pseudo-important, but this document went a bit too far for my comprehension of relevance. Certainly, the 19,000 terminated employees of the premerger Exxon and Mobil companies must feel this is a proper result of the merger and promised cost savings.Stan S. Thu...

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