Building our brand together
Southern Company enterprise basic brand guidelines April 2020 Welcome!
Our Southern Company brand conveys who we are and unites us in our shared mission to build the future of energy. To reinforce the Southern Company brand, it is important to present ourselves consistently and distinctively.
We developed these guidelines to help us accomplish this goal. The guidelines outline all of the elements of our brand, and how they come together to create a cohesive expression of who we are. With these specifications and design examples, we hope to empower everyone with the capacity and the passion to effectively communicate our brand to the world.
Southern Company enterprise brand guidelines. April 2020. 2 Our logo
Our symbol features Southern Company’s iconic The bright light-green and light-blue colors We compose our wordmark in a well-crafted red triangle atop new components in a fresh convey vitality and a spirit of optimism; their typography, with angled edges to represent color palette, signifying the increasing breadth overlap creates a sophisticated dark blue to our warm personality while hinting at our of our capabilities and our commitment to signal our expertise and dependability. This visionary outlook. The sentence-case type style better delivering clean, safe, reliable and afford- dynamic and open symbol speaks to our in a neutral gray adds a modern, human touch. able energy. The prominent position of the future of possibility and innovation, while the red triangle suggests both leadership and our transparent, layered shapes speak to our The symbol and wordmark appear together. Never drive for growth and prosperity. culture of working together. manipulate the symbol or use with other text.
Our symbol Our wordmark
Southern Company enterprise brand guidelines. April 2020. 3 Our horizontal logo and portfolio of brands
The Southern Company logo is the cornerstone *Gas retail is the exception, per legal and regulatory of our visual identity and the basis for all requirements. Other exceptions may be established in the future. other logos in our portfolio. Most of our logos share the same symbol and type style to create a strong, unified visual expression of our brand.*
Southern Company enterprise brand guidelines. April 2020. 4 Our vertical logo and portfolio of brands
Our symbol
Our wordmark
Southern Company enterprise brand guidelines. April 2020. 5 Clear space and minimum size
Clear space Clear space The gray dotted lines in the illustration at right represent the clear space that we leave around the logo to ensure its visibility and presence.
65% H The minimum clear space on all sides of the logo equals 65% of the height of the symbol.
The clear space within the symbol should always H show as negative space and not be filled in with white.
65% H Minimum size Minimum size is the smallest size to safely reproduce the logo for either print or digital applications.
To ensure quality reproduction, do not reproduce the logo with the height of the symbol smaller Minimum size than 0.2 inches or 5 millimeters.
Note: To present a clean graphical treatment of the logo, we prefer using our logo without a ™ symbol. H = 0.2 in or 5mm
Our logo should never appear smaller than this.
Southern Company enterprise brand guidelines. April 2020. 6 Clear space and minimum size Continued
Follow the approved clear space and Clear-space examples minimum size specifications when using any of the logo variations.
65% H 65% H
H H
65% H
65% H
Minimum-size examples
H = 0.2 in or 5mm
H = 0.2 in or 5mm
Southern Company enterprise brand guidelines. April 2020. 7 Logo artwork — Horizontal
Full-color Full-color reversed One-color or special usage, black* One-color or special usage, white*
Note: To present a clean graphical treatment of the logo, we prefer using our logo without a ™ symbol.
*One-color or special usage logo variations are for use only on applications that have production limitations and/or require special techniques such as etching, embossing or one-color embroidery. Avoid using the one-color or special usage logo variations in digital or print communication materials.
Southern Company enterprise brand guidelines. April 2020. 8 Logo artwork — Vertical
Full-color Full-color reversed One-color or special usage, black* One-color or special usage, white*
Note: To present a clean graphical treatment of the logo, we prefer using our logo without a ™ symbol.
*One-color or special usage logo variations are for use only on applications that have production limitations and/or require special techniques such as etching, embossing or one-color embroidery. Avoid using the one-color or special usage logo variations in digital or print communication materials.
Southern Company enterprise brand guidelines. April 2020. 9 Helpful tips for using our logo
Respect the integrity of our logo at all times. Any modification of the logo confuses its meaning and diminishes its impact. Apply these same principles when using any of our logo variations.
SouthernSouthern Company Company
principal 12:34 AM 100%
About us What we’re doing Investors Careers Contact us
Be erBe er energyenergy forfor you,you, BrighterBrighter futuresfutures forfor allall ofof usus Let’s build together
In the news
July 7, 2016 Southern Company subsidiary acquires Lamesa Solar Facility in Texas
Do use only the approved logo artwork. Do use our stacked logo variation only Do respect the Julyminimum 6, 2016 clear space Do ensure the legibility and visibility of the Southern Company and partners where horizontal space is limited. around the logoaward (65% 10 longleaf conservationof the grants height of logo on any background. July 6, 2016 the symbol). Southern Company subsidiary acquires Henrietta Solar Project
Electric Newsletter Living
Do not create unapproved logos. Do not add any unapproved text or Do not violate the minimum clear space Do not rotate the symbol. elements to the logo. requirements by placing any unapproved text or graphics to close to the logo.
Southern Company enterprise brand guidelines. April 2020. 10 Helpful tips for using our logo Continued
Southern Company
Do not distort, condense, stretch or modify Do not recreate the logo in another typeface Do not alter the size and relationship or Do not add a drop shadow to the logo. our logo in any way. or alter the color of the logo. rearrange any elements within the logo.
Bu ld n the future of ener
Do not use our logo on a background that Do not use our logo as a holding shape for Do not create unapproved patterns. Do not use our logo as a graphic pointer may compromise the legibility of our logo. imagery or graphics. for messaging.
Southern Company enterprise brand guidelines. April 2020. 11 Color specifications — Primary palette
Use CMYK specifications for print applications; use RGB specifications for digital applications. For additional color information, refer to the color When Pantone® spot colors are necessary, match formulas below and on the following pages. the spot color to Pantone® solid-coated swatches.
Primary palette Pantone CMYK RGB HTML
Southern Company Red PMS 485 C C0 M100 Y100 K0 R236 G28 B36 EC1C24
Southern Company Light Green PMS 2299 C C35 M0 Y100 K0 R178 G210 B53 B2D235
Southern Company Light Blue PMS 306 C C75 M0 Y0 K0 R0 G188 B241 00BCF1
Southern Company Blue PMS 7461 C C100 M25 Y0 K15 R0 G125 B185 007DB9
Southern Company Gray PMS Cool Gray 10 C C0 M0 Y0 K75 R98 G98 B98 626262
Southern Company White n/a C0 M0 Y0 K0 R255 G255 B255 FFFFFF
Southern Company enterprise brand guidelines. April 2020. 12 Color specifications — Secondary palette
Secondary palette Pantone CMYK RGB HTML
Red family Southern Company Red See primary palette
Southern Company Medium Red PMS 7621 C C0 M98 Y91 K30 R177 G24 B30 B1181E
Southern Company Dark Red PMS 7624 C C0 M100 Y87 K68 R107 G0 B0 6B0000
Green family Southern Company Light Green See primary palette
Southern Company Medium Green PMS 370 C C62 M0 Y100 K25 R82 G151 B54 529736
Southern Company Dark Green PMS 2280 C C75 M0 Y100 K64 R0 G89 B29 00591D
Blue family Southern Company Light Blue See primary palette
Southern Company Blue See primary palette
Southern Company Dark Blue PMS 302 C C100 M48 Y12 K58 R0 G58 B93 003A5D
Orange family Southern Company Yellow PMS 7409 C C0 M31 Y100 K0 R253 G183 B20 FDB714
Southern Company Orange PMS 166 C C0 M76 Y100 K0 R242 G99 B34 F26322
Southern Company Brown PMS 483 C C18 M79 Y78 K62 R101 G37 B23 652517
Teal family Southern Company Teal PMS 326 C C81 M0 Y39 K0 R0 G181 B175 00B5AF
Southern Company Medium Teal PMS 7718 C C100 M0 Y48 K40 R0 G116 B109 00746D
Southern Company Dark Teal PMS 7722 C C89 M0 Y45 K72 R0 G75 B69 004B45
Gray family Southern Company Light Gray PMS Cool Gray 1 C C0 M0 Y0 K10 R232 G232 B232 E8E8E8
Southern Company Medium Gray PMS Cool Gray 7 C C0 M0 Y0 K50 R149 G149 B149 959595
Southern Company Dark Gray PMS Cool Gray 11 C C0 M0 Y0 K85 R77 G77 B77 4D4D4D
Southern Company enterprise brand guidelines. April 2020. 13 Helpful tips for using our colors
Here are examples of what to do and what not to do to help us maintain consistency across all of our communications.
About us Wh t we’re don Investors C reers Cont ct us Southern Company $591 3 SP Throughout the history About us Wh t we’re don Investors C reers Cont ct us 61 of Southern Company, our 2 SP 9 3 SS9 out of 10 SS 1 Amerc ns7 thn the ener ndustr $322 needs to nnov te We ree Re d on We’re answering LNG 21 longstanding practice 1 to see wh t we’re don $546 9 out of 10 SS SS Amerc ns thn the ener ndustr 3 SS 7 your call for needs to nnov te We ree Re d on 1 SS 3 11 $481 has been to keep customers at 4 to see wh t we’re don 21 2 SP SP 3 3 74 SP SP 4 energy innovation SP SP SP the center of every decision SP SPSPSP SP SP SP SP SP SP 224 SP SP 7 SP LNG SP 1 21 LNG SP 11 59 we make. 31 SPSP SP SP SP 1 LNG SP SP LNG LNG SP SP SP SP SS SPSPSP SP SP SP SP 17 SP SP 44 SP SP SP 10 LNG 3 HAWAII SP 931
SS 18 $2B spent n cuttn-ede R&D PUERTO RICO We’re wor n h rd to cre te nd deplo new technoloes Mxmzn renewbles $2B spent n cuttn-ede R&D th t wll ch ne how Amerc produces nd consumes ener Electrc Gs Southern Southern SouthStr Nturl Gs PowerSecure Ppelne Southern LNG We’ve commtted $20B to developn the full portfolo of We’re worn h rd to cre te nd deplo new technoloes Servce Servce Nturl Compn Ener LNG STO Store Owned & Pro ects SS SP Power Plnts # low/zero-c rbon emsson ener resources We currentl th t wll ch ne how Amerc produces nd consumes ener Terrtor Terrtor Gs Gs Servces Fcltes Mned Stes h ve more th n 40 sol r ener proects, nd the n ton’s l rest volunt r sol r pror m We’re lso the frst nvestment-r de US utlt to offer $1 bllon n Green Bonds to support nvestment n sust n ble ener ton Do use harmonious colors for a visually Do use colors strategically when highlighting Do use colors that work well together when Do choose colors from our dark color compelling look and feel. key information. using a multiply effect. palette for a more friendly look.
About us Wh t we’re don Investors C reers Cont ct us Southern Company $591 Throughout the history About us Wht we’re don Investors Creers Contct us
9 out of 10 of Southern Company, our Amerc ns thn the ener ndustr $322 We’re answering needs to nnov te We ree Re d on longstanding practice 9 out of 10 to see wh t we’re don $546 Amercns thn the ener ndustr North Star Solar Facility Tranquility Solar Facility your call for needs to nnovte We ree Red on Apex Solar Facility $481 Spectrum Solar Facility Granville Solar Facility has been to keep customers at to see wht we’re don Desert Stateline Solar Facility Cimarron Solar Facility Grant Wind Facility Key Wind Facility Plant Rowan energy innovation Plant Cleveland Morelos del Sol Solar Facility Sandhills Solar Facility* Plant Dahlberg the center of every decision Lost Hills-Blackwell Solar Facility Pawpaw Solar Facility* Plant Wansley Plant Addison Adobe Solar Facility Macho Springs Solar Facility Butler Solar Facility* Plant Harris Plant Franklin Garland Solar Facility Butler Solar Farm Decatur Parkway Solar Facility Decatur County Solar Facility we make. Roserock Solar Facility Nacogdoches Generating Facility Solar Gen 2 Facility East Pocos Solar Facility
Campo Verde Solar Facility Stanton Energy Center Unit A Calipatria Solar Facility Plant Oleander
$2B spent n cuttn-ede R&D
We’re worn hrd to crete nd deplo new technoloes M x m z n renew bles $2B spent n cutt n-ede R&D tht wll chne how Amerc produces nd consumes ener
We’ve commtted $20B to developn the full portfolo of We’re worn hrd to crete nd deplo new technolo es low/zero-crbon emsson ener resources We currentl tht wll chn e how Amerc produces nd consumes ener hve more thn 40 solr ener proects, nd the nton’s lr est voluntr solr pro rm We’re lso the frst nvestment- rde US utlt to offer $1 bllon n Green Bonds to support nvestment n sustnble enerton Do not arbitrarily apply or overuse color in Do not use multiple colors when it is not Do not use colors that are jarring or that Do not use black or any other colors that a way that may diminish its effectiveness. necessary to use colors for differentiation. appear too dark when combined. are not part of our color palette.
Southern Company enterprise brand guidelines. April 2020. 14 Our typefaces
Typography is particularly important for us due to our volume of communications and our emphasis on dialogue. To embody our tone, we use Adelle as our primary font and Bernina Sans as our secondary font. Both of these font families are well-crafted, approachable, human Hi! and readily legible. I’m Adelle and I’m Bernina Sans
Adelle Light Bernina Sans Light Adelle Light Italic Bernina Sans Light Italic Adelle Regular Bernina Sans Regular Adelle Italic Bernina Sans Italic Adelle SemiBold Bernina Sans Semibold Adelle SemiBold Italic Bernina Sans Semibold Italic Adelle Bold Bernina Sans Bold Adelle Bold Italic Bernina Sans Bold Italic Adelle ExtraBold Bernina Sans Extrabold Adelle ExtraBold Italic Bernina Sans Extrabold Italic Adelle Heavy Adelle Heavy Italic
Southern Company enterprise brand guidelines. April 2020. 15 How we use our typefaces
For all professional designs, keep it simple by 2017 Corporte Responsblt Report using only a few key type styles and weights. Keep it light At the heart of We use Adelle Light for headlines and large We prefer to use callouts. We use Bernina Sans Light for body our fonts at a light our community text and Bernina Sans Semibold for sub- weight for most communications. headlines. In situations where legibility might be a concern (such as for outdoor billboards, directional signage, or small footnotes), other weights (such as Regular or Bold) may be used. Use Southern Company Dark Gray (PMS Cool Gray 11 or 85% black) for small body text to ensure legibility.
For PC users, use Arial, a standard system font available on all Windows computers.
Keep it approachable Home M us e Keep it clear We use sentence case to convey Good aernoon, Totl Wh used We use scale and color to a warm, conversational tone. Th s month Lst month Sarah 907 1,097 help create a clear hierarchy Use italics sparingly and only if of information. necessary (e.g., when referencing Qu c ct ons Aver e d l cost
Chec m blnce Ths month $434 titles of works, such as newspapers). P now Lst month $437 Vew m us e One er o N/A Fnd n offce
Ds n b ll n per od
St up to dte Ths month 31
Report out e Contct us Lst month 30 Storm center Ener svn tps One er o N/A Out e mps Resdentl M us e Busness Rebtes Advnced solr Contct Us | FAQs | Full Ste | Chn e Bc round | Moble Sfet “We do much more than keep the © 2015 Southern Compn All R hts Reserved Dear shareholders, Prvc polc nd terms of use lights on. We provide hope for This is such an important time in America. With a volatile customers – hope for a beer way to global economy, challenges in the Middle East and ongoing economic uncertainty here at home, Americans are meet their economic challenges, looking for hope and a way to move forward and “play beer communities in which to live offense” in this unseled environment.
Southern Compn s ledn our ndustr nd, n In 2015, Southern Compn erned the Edson Electrc and a beer future for their children.” mn ws, our nton to provde rel solutons Insttute’s (EEI) Ntonl e Accounts Customer to drve our econom, crete obs, row personl Servce Awrd for the 12th tme EEI lso honored ncomes nd me Amercn lves better Albm Power wth ts Emer enc Recover Awrd for on “bove nd beond” to restore servce fter Thoms A Fnnn –Chrmn, Presdent & CEO Ths pst er ws memorble one n whch our summer storms left more thn 100,000 customers Southern Compn frnchse opertons contnued to perform beutfull wthout electrct–the seventh tme Albm Power We mde s nfcnt pro ress wth constructon t hs receved ths honor Geor Power’s Plnt Vo tle nd Msssspp Power’s emper fclt We contnued to expnd our renew- Our trdtonl opertn compnes contnue to be Southern Company enterprise brand guidelines. April 2020. ble ener portfolo We nnounced mer er mon the most h hl rted utltes for customer 16 wth AGL Resources stsfcton b JD Power, whch rns compnes on the bss of power qult nd relblt, prce, blln These re ll mor ccomplshments of whch I m nd pment, corporte ctzenshp, communctons qute proud However, none s n more mportnt nd customer servce Also, for the 18th consecutve thn the wor tht s ccomplshed to delver prctcl er, Southern Compn nd ts trdtonl opertn ener solutons tht provde vlue for customers compnes rned n the top qurtle n the Customer who must me hrd “tchen tble” fnncl Vlue Benchmr surve, our nnul peer comprson decsons ech nd ever d We provde hope for of US electrc utltes bsed on resdentl, enerl those customers–hope for better w to meet busness nd lr e busness customer vlue scores ther economc chllen es, better communtes n whch to lve nd better future for ther chldren Acheve success wth m or constructon pro ects The combned-ccle t Msssspp Power’s emper It s for these resons we hve selected “Rel Solutons” Count ener fclt hs been performn except- s the theme of ths er’s nnul report, h hl htn onll well on nturl s for more thn er customer solutons throu hout our re on nd hlf, provdn thrd of ll electrct used b Msssspp Power customers n 2015 The follown re updtes on our fve strte c prortes nd the proposed mer er wth AGL Resources Constructon of the two new nucler unts t Geor Power’s Plnt Vo tle, mon the frst to be bult n Excel t the fundmentls the Unted Sttes n more thn three decdes, s Even s we led the nnovton-centered trnsform- lso pro ressn well Current n-servce dtes re ton of our busness nto the future, we remn estmted to be 2019 for Unt 3 nd 2020 for Unt 4 stedfstl focused on customers To put t nother Once unts 3 nd 4 on the exstn two Vo tle unts w, there s nothn more fundmentl to lred n operton, Plnt Vo tle s expected to our busness thn our quest to provde superor enerte more electrct thn n other US nucler customer servce fclt, enou h to power more thn 1 mllon homes
1 Helpful tips for using our font
Here are examples of what to avoid in order to help us maintain consistency across all of our communications. These principles apply to both print and digital applications.
Our customers depend Maximizing W th renewed nd We hve severl other on reliable natural gas to strenthened prtnersh p, lndfll s proects n fuel their way of life. They renewables our development We’ve commied B to Southern Compn , Coc-Col ppelne nd loo want to know that their developing the full portfolio house will be warm, the of low/zero-carbon emission nd the PGA TOUR nnounced forwrd to reportn stove will light and their energy resources. We tod tht the TOUR on those n the future currently have more than water will be hot. Our solar energy projects, and the Chmp onsh p w ll st n core mission is and nation’s largest voluntary Atlnt throuh 2020 Do not use unapproved typefaces. Do not use unapproved type weights. Do not use unapproved type styles. Do not use a bold type weight for a large amount of body copy. Use type weight strategically to highlight key information.
We wll provde reliable, Important time A brighter future sfe nd ffordble in America 1,500 Southern Compn s ledn our ndustr nd, n mn ws, our natural gas servces n W th volt le lobl nton to provde rel solutons to drve our econom, crete obs, n envronmentll econom, chllenes n the row personl ncomes nd me Amercn lves better 1 M ddle Est nd ono n friendly mnner econom c uncert nt here t home, Amer cns re loo n Ths pst er ws memorble one n whch our frnchse for hope nd w to move opertons contnued to perform beutfull We mde s nfcnt 23 forwrd nd “pl offense” n pro ress wth constructon t Geor Power’s Plnt Vo tle nd th s unsettled env ronment Msssspp Power’s emper fclt We contnued to expnd our Do not arbitrarily mix two typefaces in Do not use all uppercase. Do not use a type size or color that does Do not overuse type size, weight and color one sentence. 6 not provide sufficient contrast and legibility. in a wayrenewble that makes ener it difficult portfolo for readers We nnounced mer er wth AGL to understandResources a clear information hierarchy.
Southern Company enterprise brand guidelines. April 2020. 17 How we use our imagery Building the future We use people-focused photography as our of energy
primary imagery to show that we put the needs John Smith and well-being of our customers, employees April 1, 2017 and communities at the center of all that we do. Our imagery should always have a simple, yet dynamic, composition and project our optimistic outlook and collaborative spirit.
When we select or shoot still imagery or video, Keep it dynamic we apply the same principles for both style and We use imagery with content as outlined in these guidelines. a sense of movement and a positive outlook.
Keep it simple We use imagery with a simple Nicor Gas composition and light background Resdentl Busness Developers Rtes nd costs Nturl s vehcles Sfet About to provide space for our full-color logo and messaging.
2016 Annul Report Is natural gas right We’re heading toward for your home? a brighter future Let’s fnd out
Keep reading
The future of ener How much cn ou sve enerSMART rebtes nd resources Be authentic and relatable How we’re nvestn n Illnos We use imagery that captures everyday people and activities.
Southern Company enterprise brand guidelines. April 2020. 18 Our primary imagery palette
Our people-focused imagery should always look authentic and relatable, capturing everyday activities in real environments.
Consider these principles when selecting an image:
• The image should have a strong focal subject.
• Consider a focal subject with a sense of movement and vivid colors to add energy and optimism.
• Natural lighting and a straight-on or eye-level view are preferred.
• The surrounding environment should be simple and have a light-color tone to provide quiet space for other visual elements (such as our logo and messaging) to reside with clear legibility.
• Consider how the focal subject interacts with the overlay graphics to create a visually compelling composition.
• For situations where the image is used independently (without overlay graphics), use scale, cropping and placement to create a dynamic composition.
Important note: For any images or video footage used in our communications, it is the user’s responsibility to secure the necessary usage rights and ensure adherence to any restrictions or requirements for use.
Southern Company enterprise brand guidelines. April 2020. 19 Our supporting imagery palette
We use supporting imagery to more explicitly Fuel sources Residential/commercial/industrial speak to specific subject matters, such as fuel sources, our products and services, the industries and regions in which we serve, our communities and our employees. Our supporting imagery should follow the same basic style principles used for our primary imagery, including colora- tion, lighting, cropping and composition.
For portraits, consider these additional principles:
• The subject should dress in simple, Facilities/locations/regions Objects yet realistic, clothing. When featuring our employee(s), the clothing should be neutral and professional.
• Posture should appear comfortable and approachable.
• The surrounding environment should be simple.
• Use a strong depth of field to highlight the subject against the background.
• When a color backdrop is preferred, choose a color from our color palette. Community and employee activities Portraits The tone-on-tone pattern may be used.
Important note: For any images or video footage used in our communications, it is the user’s responsibility to secure the necessary usage rights and ensure adherence to any restrictions or requirements for use.
Southern Company enterprise brand guidelines. April 2020. 20 Helpful tips for selecting the right image
Here are examples of what to avoid in order to help us maintain consistency across all of our communications. These principles apply to both still photography and video footage.
Do not use imagery that appears dark. Do not use imagery with a busy background Do not use imagery that looks posed Do not use imagery that doesn’t convey or complex composition. or staged. a forward-looking and optimistic quality.
Do not use imagery with Do not use imagery that depicts Do not use imagery that looks Do not use imagery that looks flat or has a blurry composition. a clichéd concept or that literally manufactured or that has been no clear subject. illustrates an idea. excessively manipulated.
Southern Company enterprise brand guidelines. April 2020. 21 Alabama Power Nicor Gas How it comes together Res dent l Bus ness Commun t Env ronment About us Report n out e S n n Resdentl Busness Developers Rtes nd costs Nturl s vehcles Sfet About
Great news! Is natural gas right Here are some key characteristics that make up More renewable for your home? energy is coming to Let’s fnd out our unique visual identity system. our neighborhoods
Lern more Keep reading
The future of ener How much cn ou sve enerSMART rebtes nd resources How we’re nvestn n Illnos
2016 Annul Report We’re heading toward a brighter future Human and optimistic Our visual system feels open and approachable, with people-focused imagery and Dimensional and forward-looking a warmhearted tone of voice. Multiple transparent pieces convey the depth and breadth of our portfolio, while infusing our sense of momentum, progress and collaborative spirit.
Community power Updates on renewables
What you as an investor Southern Power owns over 1,500 MW1 of solar generating capacity at Section divider 23 facilities in 6 states need to know Our 4 retail operating companies combined own over 300 MW of solar projects in collaboration with the U.S. military
John Smith By the end of 2016, Georgia Power expects more than 1,000 MW Smarter April 1, 2017 of owned or contracted solar capacity on its network Georgia Power named Solar Electric Power Association's 2014 Investor-owned utility of the year
energy Alabama Power, Georgia Power and Gulf Power combined have over 800 MW of PPAs from wind farms in Oklahoma and Kansas Happy Southern Power owns 450 MW1 of wind facilities in Oklahoma Southern Company subsidiaries have issued an aggregate $1.325 billion of Green Bonds to fund a portion of their future renewables expansion
7
Bold and confident Thoms A Fnnn 30 Ivn Allen Jr Blvd NW Chrmn, Chef Executve Atlnt, GA 30308 Southern Company Offcer nd Presdent 404 506 5000 tel Interacting triangle shapes Functional and engaging 404 506 6000 fx About us Wh t we’re don Investors C reers Cont ct us 404 506 7000 cell guide our visual system, tfnnn@southerncocom Vibrant supportive colors, @ThomsAFnnn echoing our unique logo We’re answering photography and iconography form and color palette. 9 out of 10 Amerc ns thn the ener ndustr your call for needs to nnov te We ree Re d on add flexibility and a touch of to see wh t we’re don energy innovation vitality to our communications.
Southern Company enterprise brand guidelines. April 2020. 22
Mxmzn renewbles $2B spent n cuttn-ede R&D
We’ve commtted $20B to developn the full portfolo of We’re worn h rd to cre te nd deplo new technoloes low/zero-c rbon emsson ener resources We currentl th t wll ch ne how Amerc produces nd consumes ener h ve more th n 40 sol r ener proects, nd the n ton’s l rest volunt r sol r pror m We’re lso the frst nvestment-r de US utlt to offer $1 bllon n Green Bonds to support nvestment n sust n ble ener ton Stationery
Stationery is a highly visible reflection of our
Street Address brand in everyday correspondence. Displayed Emploee Nme Street Address Ct, Stte Zp code Emploee Ttle Ct, Stte Zp code 123 456 7890 tel 123 456 7890 tel 123 456 7890 fx at right is our stationery design. The layouts are 123 456 7890 fx 123 456 7890 cell 123 456 7890 cell eml@southerncocom eml@southerncocom clean and open, featuring our horizontal, 1-line @ccountnme logo, along with our color palette and typefaces. Extr lne
Month Date, Year Standard Emploee Nme Street Address Addressee’s name Emploee Ttle Ct, Stte Zp code 123 456 7890 tel Business address 123 456 7890 fx • Refer to the templates for default type size, Street address 123 456 7890 cell eml@southerncocom styles and logo size. City, State Zip code Dear Addressee,
Emploee Nme Street Address Emploee Ttle Ct, Stte Zp code This is a sample ofMonth the Southern Date, Year Company U.S. standard letterhead. The clean, organized structure of • Respect and maintain template margins 123 456 7890 tel the flush-left format gives our business communications a highly professional profile. Type all body copy in 123 456 7890 fx 123 456 7890 cell 10-point Arial Regular,Addressee’s upper-and-lowercase, name on 14 points of leading. and structure. eml@southerncocom @ccountnme Business address Extr lne Set the left marginStreet of the addressbody copy at 1.125" and the right margin at 0.75". Type the date 2.25" from the top Extr lne of the page. Skip oneCity, line State before Zip codetyping the Addressee’s name and address flush left with the date line. Skip • For letterhead body copy, use Arial 10/14pt one line between the last address line and the salutation. Then skip one line between the salutation and the body of the letter. Dear Addressee, in black only. Copy-heavy Do not indent at theThis beginning is a sample of paragraphs, of the Southern and always Company skip U.S. one standardline between letterhead. paragraphs. The clean, When organized structure of your letter is complete,the flush-left skip two format lines before gives ourthe businessclosing. Then communications skip four lines a highlbetweeny professional the closing profile. and the Type all body copy in • When permitted, personal signatures may Sender’s typed name10-point to allow Arial space Regular, for the upper-and-lowercase, Sender’s signature. on 14 points of leading. Set the left margin of the body copy at 1.125" and the right margin at 0.75". Type the date 2.25" from the top be applied to letterheads. Sincerely, of the page. Skip one line before typing the Addressee’s name and address flush left with the date line. Skip one line between the last address line and the salutation. Then skip one line between the salutation and the body of the letter. • Do not add unapproved photography or Do not indent at the beginning of paragraphs, and always skip one line between paragraphs. When graphics to any of the stationery templates. Emplotee Name your letter is complete, skip two lines before the closing. Then skip four lines between the closing and the Sender’s typed name to allow space for the Sender’s signature.
Note: Please order stationary through your OpCo print Sincerely, shop via ePrint. Back (optional)
Emplotee Name
Street Address Ct, Stte Zp code
Standard and executive
Southern Company enterprise brand guidelines. April 2020. 23 Embroidery Full-color (preferred) Full-color reversed (optional) Use for white or very light-color fabrics Use for dark-color or black fabrics (saturation equivalent to 10% black or lighter) (saturation equivalent to 75% black or darker) Refer to the illustrations at right when selecting a logo version for your applications.
In order to build equity in our new brand, use the full-color logo whenever possible. A tone-on- tone or white logo treatment will be available, but it’s strongly preferred to use the full-color logo to help build recognition for our new logo.
Thread specifications Refer to the Madeira thread specifications listed below. When using threads from other manufacturers, match the color to Pantone solid-coated swatches. Examples
Pantone Madeira thread
PMS 485C 1878
PMS 2299 C 1649
PMS 306 C 1895
PMS 7461 C 1797
PMS Cool Gray 10 C 1614
n/a 1801
Southern Company enterprise brand guidelines. April 2020. 24 Embroidery — Clear space and minimum size
Clear space for embroidery Clear space for embroidery Be sure to follow the standard minimum clear space, which equals 65% of the height of the symbol on all sides of the logo.
The clear space within the symbol should always 65% H show as negative space and not be filled in with white. H
Minimum size for embroidery 65% H To ensure quality reproduction, do not embroider the logo with the height of the symbol smaller than the size illustrated at right.
Minimum size for embroidery
Horizontal lockup
H = 0.4 in or 10mm
Vertical lockup Symbol only
H = 0.4 in or 10mm H = 0.55 in or 14mm
Southern Company enterprise brand guidelines. April 2020. 25 Southern Company How we use our supergraphics About us Wht we’re don Investors Creers Contct us
We overlay our supergraphics on images that Keep it dynamic Be er energy for you appear on the primary surface of an application, We crop at least one side of Brighter futures for all of us such as website home pages, posters or the graphic off the page. Use Let’s buld toether presentation covers. Our supergraphics are scale and placement to help also effective when used as the hero element create a dynamic composition. in an application to help build equity and In the news Jul 7, 2016 Southern Compn subsdr cqures recognition for our brand, such as in fleet design Lmes Solr Fclt n Texs
Jul 6, 2016 and promotional items. Southern Compn nd prtners wrd 10 lonlef conservton rnts
Jul 6, 2016 Southern Compn subsdr cqures Additionally, we use our supergraphics as Henrett Solr Proect tone-on-tone pattern backdrops to highlight key messages and add flexibility to our communications.
Southern Company Employees
Annual Enrollment for 2017 Health & Welfare Benefits
Catch the eye We use a tone-on-tone “We do much more than keep the Dear shareholders, Hum n Resources pattern to organize content and lead the eye to messages lights on. We provide hope for This is such an important time in America. With a volatile Stay healthy, stay well Ths e r s dfferent that we want to highlight. Emploees re requred to customers – hope for a beer way to global economy, challenges in the Middle East and Enroll in benefits for 2017 choose 2017 helth plns ongoing economic uncertainty here at home, Americans are meet their economic challenges, looking for hope and a way to move forward and “play offense” in this unseled environment. Annual Enrollment for 2017 Health & Welfare Benefits beer communities in which to live October 29th, 2016 through November 16th, 2016 at 11:59pm ET Session One Southern Compn s ledn our ndustr nd, n In 2015, Southern Compn erned the Edson Electrc 7 mn ws, our nton to provde rel solutons Insttute’s (EEI) Ntonl e Accounts Customer Wed, November 7th Use it purposefully and a beer future for their children.” 2017 Annual Enrollment information sessions for US Health and to drve our econom, crete obs, row personl Servce Awrd for the 12th tme EEI lso honored Welfare benefits will be held on the dates listed below. These 2pm-3pm ET ncomes nd me Amercn lves better Albm Power wth ts Emer enc Recover Awrd sessions will highlight the changes to 2017 benefit plans as well as We use our tone-on-tone for on “bove nd beond” to restore servce fter Dial In Number: (866) 296-4240 Thoms A Fnnn –Chrmn, Presdent & CEO provide a brief overview of coverage options. Please see the link Ths pst er ws memorble one n whch our summer storms left more thn 100,000 customers Conference Code: 5594931 pattern as a bold and Southern Compn below to the Annual Enrollment Microsite, which provides resources frnchse opertons contnued to perform beutfull wthout electrct–the seventh tme Albm Power to help you make informed decisions about your benefits. Add to calendar dynamic backdrop to provide We mde s nfcnt pro ress wth constructon t hs receved ths honor Geor Power’s Plnt Vo tle nd Msssspp Power’s
visual pacing, add energy emper fclt We contnued to expnd our renew- Our trdtonl opertn compnes contnue to be 2017 Health and Benefits Enrollment guide ble ener portfolo We nnounced mer er mon the most h hl rted utltes for customer and create visual impact. wth AGL Resources stsfcton b JD Power, whch rns compnes on If you would like to attend an Annual Enrollment Information session, the bss of power qult nd relblt, prce, blln simply open, then save, the appropriate attachment to add the These re ll mor ccomplshments of whch I m nd pment, corporte ctzenshp, communctons session to your Outlook calendar. qute proud However, none s n more mportnt nd customer servce Also, for the 18th consecutve thn the wor tht s ccomplshed to delver prctcl er, Southern Compn nd ts trdtonl opertn ener solutons tht provde vlue for customers compnes rned n the top qurtle n the Customer who must me hrd “tchen tble” fnncl Vlue Benchmr surve, our nnul peer comprson decsons ech nd ever d We provde hope for of US electrc utltes bsed on resdentl, enerl those customers–hope for better w to meet busness nd lr e busness customer vlue scores ther economc chllen es, better communtes n whch to lve nd better future for ther chldren Acheve success wth m or constructon pro ects The combned-ccle t Msssspp Power’s emper It s for these resons we hve selected “Rel Solutons” Count ener fclt hs been performn except- Southern Company enterprise brand guidelines. April 2020. 26 s the theme of ths er’s nnul report, h hl htn onll well on nturl s for more thn er customer solutons throu hout our re on nd hlf, provdn thrd of ll electrct used b Msssspp Power customers n 2015 The follown re updtes on our fve strte c prortes nd the proposed mer er wth AGL Resources Constructon of the two new nucler unts t Geor Power’s Plnt Vo tle, mon the frst to be bult n Excel t the fundmentls the Unted Sttes n more thn three decdes, s Even s we led the nnovton-centered trnsform- lso pro ressn well Current n-servce dtes re ton of our busness nto the future, we remn estmted to be 2019 for Unt 3 nd 2020 for Unt 4 stedfstl focused on customers To put t nother Once unts 3 nd 4 on the exstn two Vo tle unts w, there s nothn more fundmentl to lred n operton, Plnt Vo tle s expected to our busness thn our quest to provde superor enerte more electrct thn n other US nucler customer servce fclt, enou h to power more thn 1 mllon homes
1 Promotional items
Community We prefer to use our primary power colors on promotional items to build equity and recognition for our brand.
Smarter energy Happy future
We celebrate Red, our legacy color, and use it boldly to create impact and Communitydifferentiation. power
Smarter energy Happy future
Southern Company enterprise brand guidelines. April 2020. 27 PowerPoint® presentation
For the cover, we use imagery that supports For everyday use, choose We use color dividers to the content of high-visibility presentations. a printer-friendly cover. clearly organize content.
What you as an investor Energizing the community Section divider need to know through partnerships
John Smith John Smith April 1, 2017 April 1, 2017
Updates on renewables Southern power assets A diverse generation fleet is good for everyone
Resources What we’ve used (GWs of capacity) (GWHs of energy) 3 SP
61 Southern Power owns over 1,500 MW1 of solar generating capacity at 33 GW 50 GW 52 GW
2 SP SS 9 23 facilities in 6 states 3 9% 13% SS Nuclear 1 7 11%
LNG 8% Our 4 retail operating companies combined own over 300 MW of solar 1 21 9% Hydro/Renew SS SS 8% 16% 16% 18% projects in collaboration with the U.S. military 3 SS 7 1 SS 3 11 2% 4 18% Converted gas 3% 21 13% 6% 2 4% SP SP 6% By the end of 2016, Georgia Power expects more than 1,000 MW 3 3 74 SP SP 4 SP SP 2% SP of owned or contracted solar capacity on its network SP SPSPSP SP SP SP 16% SP SP SP SP SP SP 224 CTs North Star Solar Facility 7 LNG Total gas Tranquility Solar Facility SP 1 Apex Solar Facility 21 LNG 2015: 48% Georgia Power named Solar Electric Power Association's 2014 SP Spectrum Solar Facility 11 59 SP 31 Granville Solar Facility SPSP Desert Stateline Solar Facility SP SP 2020: 49% 47% Cimarron Solar FacilitySP Grant Wind Facility Key Wind Facility 1 LNG Plant Rowan 30% Investor-owned utility of the year LNG LNG SP Plant Cleveland SP SP SP 55% SP SS SPSPSP Morelos del Sol Solar Facility SP SP SP Sandhills Solar Facility* SP 17 Plant Dahlberg SP SP 27% Alabama Power, Georgia Power and Gulf Power combined have Lost Hills-Blackwell Solar Facility 44 SP Pawpaw Solar Facility* 56% SP 10 LNG CCs SP Plant Wansley Plant Addison 3 Adobe Solar Facility Macho Springs Solar Facility Butler Solar Facility* 78% over 800 MW of PPAs from wind farms in Oklahoma and Kansas HAWAII SP 931 Plant Harris Plant Franklin Garland Solar Facility Butler Solar Farm Decatur ParkwaySS Solar Facility Decatur County Solar Facility Roserock Solar Facility Nacogdoches Generating Facility Solar Gen 2 Facility 1% ICCC Southern Power owns 450 MW1 of wind facilities in Oklahoma 18 East Pocos Solar Facility Campo Verde Solar Facility PUERTO RICO Stanton Energy Center Unit A 29% Total coal Calipatria Solar Facility 2% Plant Oleander 20% Non-PRB coal 2015: 36% Southern Company subsidiaries have issued an aggregate 33% 2020: 27% Electrc Gs Southern Southern SouthStr Nturl Gs PowerSecure 19% $1.325 billion of Green Bonds to fund a portion of their Ppelne Southern LNG Servce Servce Nturl Compn Ener LNG STO Store Owned & Pro ects SS SP Power Plnts # Terrtor Terrtor Gs Gs Servces Fcltes Mned Stes 10% renewables expansion 7% 7% PRB coal Combined Under Peaking Plant Biomass Plant Solar Plant Wind Plant Cycle Plant Development 2000 2015 2020E 2000 2015 2020E
Note; Acquisition of Grant Wind Facility subject to completion. 2020E energy usage is illustrative based on assumed natural gas prices of $2.00/mmBtu. This assumption does not necessarily 7 12 represent actual forecasts of future system fuel mix or natural gas prices. 16
We use large imagery to bring We use neutral colors, like grays, We use differentiating colors to the content to life and provide for secondary information and make information clear and easy visual pacing. bright colors for key information. to understand.
Southern Company enterprise brand guidelines. April 2020. 28 Our iconography Home M us e Featured icons Example
We use iconography as a shorthand or repre- sentation of simple objects, actions or ideas. Our icons use only one color, but the color choice is Southern Company flexible, depending on the color theme selected About us Wh t we’re don Investors C reers Cont ct us for the specific application. We’re answering 9 out of 10 Amerc ns thn the ener ndustr your call for needs to nnov te We ree Re d on to see wh t we’re don energy innovation Totl Wh used Consider using featured icons to highlight key subjects or ideas or to help create engaging Good aernoon, presentations. Consider using simplified icons for functional purposes or as call-to-action buttons. Th s month Lst month Mxmzn renewbles $2B spent n cuttn-ede R&D
We’ve commtted $20B to developn the full portfolo of We’re worn h rd to cre te nd deplo new technoloes low/zero-c rbon emsson ener resources We currentl th t wll ch ne how Amerc produces nd consumes ener h ve more th n 40 sol r ener proects, nd the n ton’s Note: For more information about creating new icons, l rest volunt r sol r pror m We’re lso the frst nvestment-r de US utlt to offer $1 bllon n Green please contact your brand ambassador. Bonds to support nvestment n sust n ble ener ton Sarah 907 1,097 Simplified icons Example
Qu c ct ons Home M us e Aver e d l cost Good aernoon, Totl Wh used Th s month Lst month Sarah 1,097 Chec m blnce907 Ths month $434 Qu c ct ons Aver e d l cost
Chec m blnce Ths month $434 P now Lst month $437 Vew m us e One er o N/A PFnd n offce now Ds n b ll n per od Lst month $437
St up to dte Ths month 31
Report out e Contct us Lst month 30 StormVew center Ener m svn tps us e One er o N/A Out e mps Resdentl M us e Busness
Rebtes Advnced solr Contct Us | FAQs | Full Ste | Chn e Bc round | Moble Sfet One er o N/A © 2015 Southern Compn All R hts Reserved Fnd n offce Prvc polc nd terms of use
Southern Company enterprise brand guidelines. April 2020. 29 Ds n b ll n per od
St up to dte Ths month 31
Report out e Contct us Lst month 30 Storm center Ener svn tps One er o N/A Out e mps Resdentl M us e Busness
Rebtes Advnced solr Contct Us | FAQs | Full Ste | Chn e Bc round | Moble Sfet © 2015 Southern Compn All R hts Reserved Prvc polc nd terms of use Contacts and resources
For inquiries relating to these guidelines, templates, downloadable logos, fonts, artwork and assets please contact your brand ambassador:
Southern Company Southern Linc Vicki Gardocki Lynda Swaney [email protected] [email protected]
Jennifer Higgins Craig Joyner [email protected] [email protected]
Alabama Power Southern Nuclear Margaret White Lizzy Yates [email protected] [email protected]
Georgia Power Southern Power Andy Huff Helen White [email protected] [email protected]
Mississippi Power PowerSecure Cindy Duvall Donna Zino [email protected] [email protected]
Southern Company Gas Tuan Lam [email protected]
Southern Company enterprise brand guidelines. April 2020. 30