Where can a Circle K franchisee find the branding, image, and appearance standards for using the Marks?

According to Circle K's 2025 Franchise Disclosure Document, the branding, image, and appearance standards, policies, and guidelines for using the Marks are detailed in the Business Systems Manuals. As a Circle K franchisee, strict compliance with these manuals is required when operating the store under the Business System. Franchisees are granted a limited, nonexclusive right to use the Marks during the term of the agreement, specifically for the operation of the store, including advertising, marketing, promotion, and sale of approved products and services at the franchised location.

The Business Systems Manuals are owned by Circle K and contain trade secrets and proprietary information. Franchisees must not take any actions that could diminish the value of the Marks or other Circle K trademarks. Circle K also has the right to modify or discontinue the use of any Marks and substitute different trade names, service marks, trademarks, logos, designs, and commercial symbols. Franchisees are obligated to make modifications to the Marks displayed at the franchised location at their own expense, following Circle K's written instructions.

These standards exist to protect Circle K's interests in the Business System and the Marks. While the manuals include both required standards and guidelines or recommendations, Circle K retains the right to determine if a franchisee is meeting a required standard and whether an alternative to the recommendations or guidelines is suitable. This ensures uniformity and quality control across all Circle K franchise locations, protecting the brand's reputation and goodwill.