Product Naming and Branding Guidelines

An addendum to The Dow Chemical Company Visual Identity

DOW CONFIDENTIAL — Do not share without permission. www.dowbrandcenter.com February 2015— VERSION 1 Table of Contents

Product Brand Strategy 3 Product Brand Categories 4 Product Names and Logos 5 Product Brand Decision Tree 6 Name Development Process 7 Logo Development Process 8 Branded Product Logos General Creation Guidelines 9 Logo Structural Details 10-11 Ingredient Brand Treatment 12 Visual Implications 13-16

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Product Brand Strategy

We use a masterbrand strategy to ensure that it is easy for our various audiences to recognize our Name versus brand products and the value we deliver. A name is a way to identify a thing or a group of things. Our masterbrand is Dow, and this is the point of reference for anything and everything we do. A trademark is a name or symbol that identifies the source. As the recognition of the We offer a broad portfolio of named products trademark grows, consumers begin to associate characteristics or qualities with that and services. Each of these products and services trademark or Brand. may have an individual trademark, but they should not have individual logos (with the limited exception A brand is a “promise of an experience.” of a few consumer-facing product brands). The masterbrand is applied consistently across all The characteristics or qualities of a brand is the promise of an experience. of our offerings. A name can achieve “brand status,” but it takes intentional effort and significant resources. Target audiences must be guided along a journey that takes them from a stage that involves simple recognition of a named thing or group of things to the stage at which they not only build deep and unique associations and expectations with the name, but also internalize the brand promise.

In order to build the Dow brand, we use descriptive terminology wherever possible. We only develop Our naming styles unique, associative names for key products that may Standard case: Descriptor truly act as lasting differentiators for our organization. For non-differentiated products, we use descriptive names derived from real English words We build meaningful associations by ensuring or standard industry terms. These are fairly literal and communicate what appropriate name choices. These associations help an offering is or what benefit it delivers. These names are easiest for audiences sell our offerings and further substantiates Dow’s role to understand and remember, and they do not require significant resources to launch as a leading, global brand. or maintain. However, by themselves, they cannot be protected legally.

Examples: Chlorine, Ethylene, Glycol

Breakthrough products: Associative Proprietary names may be considered for breakthrough products that differentiate the company. These should be immediately suggestive of what an offering is or what benefit it delivers. Also, just because an offering qualifies for an associative name does not mean it has to be named that way.

Examples: UCARE™ Polymers, ADSORBIA™ Titanium-Based Media, METHOCEL™ Cellulose Ethers

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Product Brand Categories Defining our product/services/technology brand categories

Categories 1. Descriptor 2. Associative 3. Branded Product 4. Stand-alone Dow + descriptor name Dow + associative name Product visible to the consumer or identiﬁed Stand-alone product brand breakthrough, market-facing product not associated with Dow

- A descriptor name describes what the - An associative name conveys the attributes - The offering has a unique logo and is visually - Stand-alone brands are a small number Deﬁnition offering is or what it does in clear language or beneﬁts associated with the offering associated with the Dow logo of offerings independent of Dow - Dow brand is stronger than product brand - Dow brand is stronger than product brand; - The product brand has more prominence than the - Unique name - A descriptor is always preceded by however, target audience is attracted Dow brand - A stand-alone product brand is not linked the Dow name to unique/associative name for the product - In certain instances, offering could have a unique to the Dow name or brand - Uses the Dow visual identity - An associative name is always preceded by visual system that complements the logo and the Dow name value prop - Uses the Dow visual identity

- For Dow products that are considered - For Dow products that are considered - For offers marketed directly to consumers or noted - For offerings that require separation from Why create it? by the market and/or target customers by the market and/or target customers on consumer product packaging/displays, etc. Dow due to legal or strategic reasons to be commodity/bulk or are at or near to be breakthrough, innovative products with - Helps position and expand Dow in the minds of - To enable business growth without risk the end of their product lifecycle a unique value proposition consumers in a way that supports the brand promise or potential damage to the Dow brand - Strong association with Dow brand - To create distinction in the marketplace - Helps products stand out and compete for - No beneﬁt to product when associated required to gain value in marketplace and from bulk/commodity offerings “shelf-space” in a consumer product world with Dow brand - To clarify what the offering is or does - May help to minimize potential risks to the Dow brand - Product has proprietary technology/unique value proposition

Investment - Very small to no financial investment - Moderate budget and/or financial investment - Significant financial investment and commitment - Very significant financial investment being made in marketing product being made in marketing product (initial and ongoing) to marketing product and commitment (initial and ongoing) - Business had financial commitment for - Business had financial commitment for costs to marketing product. costs associated with maintaining trademark associated with maintaining trademark on global, - Business had financial commitment for costs on global, region or country-by-country basis region or country-by-country basis (see “Trademark associated with maintaining trademark (see “Trademark Costs” section at the Dow Costs” section at the Dow Brand Center) on global, region or country-by-country basis Brand Center) (see “Trademark Costs” section at the Dow Brand Center)

Name, Name - Name is not unique - Name can be more proprietary but must - Product can have a unique name, logo - Product can have a completely unique Treatment, - No unique product logo be associated with a key beneﬁt, feature, - Unique visual system possible if business rationale name, logo and visual system characteristic, etc. and/or Logo - Name treatment uses plain text is approved - Can not be associated with Dow - No unique product logo - Must be visually linked to the Dow logo - Name treatment uses plain text - Use of the Dow logo must follow Dow’s logo usage - Name can also be descriptive guidelines - DOW and the trademarked NAME should be - Product can also be a Descriptor or Associative if all caps followed by the TM after product name appropriate

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Product Names and Logos Examples

1. Descriptor 2. Associative 3. Branded Product 4. Stand-alone Dow + descriptor name Dow + associative name Product visible to the consumer or identiﬁed Stand-alone product brand breakthrough, market-facing product not associated with Dow

DOW Chlorine Common treatment: Examples of Branded Product logos: Examples of Stand-alone DOW HYPOTHERM™ resin products: DOW Ethylene Glycol DOW UCARSEP™ solvent purification technologies

NOTE: The use of the Dow name preceding the product name is preferred, but may be dropped in cases such as alphabetized product listings or when repetitive in the product name.

Ingredient Brand treatment:

Made with DOW Technology

Made with Embalagem com tecnologia Dow Hypertherm™ resin

Processed with Dow ucarsep™ solvent purification technologies

Ingredient Brand treatment can be used on partner branded packaging, promotional material, etc. when a strong visual link to the Dow logo is appropriate and when a formal Ingredient Brand partnership is agreed upon and contracted. (See Partnership Strategy Guidelines at the Dow Brand Center).

NOTE: See structural details on page 12. NOTE: See structural details on pages 9-11. 5

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Product Brand Decision Tree When to use

- New product development has been approved

- Determine linkage of new product to Dow 1. Existing offering? 2. Risks for Dow? 3. Consumer-facing product? 4. Breakthrough - Determine type of name Is this a variation of an existing Are there reasons why the Is it a Dow product that is visible innovation? to, differentiable or purchased to be developed offering or part of a family offering should not be associated Is it a breakthrough innovation by the consumer? brand, or is it a truly new with Dow? that has strong organizational offering? - Determine whether a legacy commitment? product name and logo qualify

for Consumer-facing product - Is there an existing product name or - Does this offering pose - Is it purchased by end consumers - Is it a proprietary technology status brand that can be extended to a potential risk to Dow? rather than a business? for Dow? incorporate the new offering? - Is the offering not aligned with - Does it appear next to other - Is there marketing budget - Is there an existing family brand Dow’s business strategy or brand consumer products? to develop a distinct brand that can be extended to positioning? - Is it sold through consumer positioning and identity? incorporate the new offering? - Will association with Dow affect channels, such as in retail stores on - Will the offering generate - Can this offer live under an purchase behavior negatively a shelf? significant revenues that justify existing strategic name or brand (confirmed by market research)? - Is it a visible ingredient in a finished marketing investments? (i.e., it is not unique)? - Are there regulatory/legal reasons product? - Does the offering have a unique or channel conflicts that prohibit - Is it an ingredient noted on a product value proposition? association with Dow? package, hang tag, point-of-purchase - Will this offer be used as a platform for display, etc. for the purposes of product extensions or bundles? differentiating the consumer product? 1. Descriptor Dow + descriptor, type only

NO 2. Associative YES Dow + associative name, type only

NO 3. Consumer-facing Product YES Product with distinct logo and identity, associated with Dow logo NO 4. Stand-alone YES Stand-alone product brand with its own visual identity, no association with Dow NO Version YES START Existing name/brand + version

WHY ARE We are trying to restrict the We want to identify situations We want to develop strong We want to distinguish innovative number of product brands we where the product offering should consumer-facing product brands and differentiated offerings from WE ASKING? create at Dow and leverage not be associated with Dow. that can compete in a competitive basic offerings. existing ones. market.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Name Development Process

- Creates a universal process to ensure consistency and accountability across Dow. - Ensures clear roles, responsibility and governance in name development. Name Development Process v.1 - Marketing and business- CreatesCommunications, a universal in process partnership, to ensure consistency and accountability across Dow. are responsible for delivering- Ensures the clear entire roles, process. responsibility and governance in name development. - Marketing and business Communications, in partnership, are responsible for delivering the entire process.

Product Development Naming Begins Start Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Ideation, Concept Kick off Meeting Decision Tree & Name Team Review and Market Research Legal Review / Development & Proof of Naming Brief Generation Selection of Short List (as Appropriate) Final Name selection Concept Established Description of phase The offering has successfully General brieﬁng session and Decision Tree is used to Naming strategy brief is the A reﬁned, short list of Market research is conducted on Pick one preferred and 1-2 gone through the product review of the offering determine what type of name blueprint for name development recommendations will be shortlisted/recommended names back up names to ensure development process; Code needs to be created; marketing presented to the core team legal clearance name is assigned to proposed creates a naming brief to share and undergo initial legal check offering with core team

Who is involved? Using the RACI model: (R, A) Business group* (R, A) Business group Brief Creation (R, A) Marketing (R, A) Marketing (R, A) Market research Legal review (R) Marketing (C) Marketing (R, A) Marketing (R) Business communications (R) Business communications (R, C) Marketing (R, A) Legal R: Responsible (R) Business communications (R) Business communications (R) Business communications (I) Business group (R) Business group (R) Business communications (R) Marketing (“the doer”) (R) Sales (C) Sales (I) Sales (R) Sales (I) Sales (R) Business communications A: Accountable (I) Market research (I) Market research Brief Review (I) Market research (C) Market research (I) Business group (“the buck stops here”) (I) Legal/Trademark (R) Business group (I) Legal/Trademark (R) Legal/Trademark (I) Legal/Trademark Final Name Selection C: Consulted (R, A) Marketing (R, A) Marketing (“in the loop”) (R) Business communications (R) Business communications (R) Sales (I) Business group I: Informed (I) Market research (I) Sales (“keep in the picture”) (C) Legal/Trademark Brief Approval (I) Market research (A) Marketing (R) Business communications

Key outcomes Develop a core idea of what Gain a high level comprehension Creation and approval of a Develop a broad list of names Selection of names to go Test name candidates among Selection of final name will be brought to market of the offering naming brief that will out line that fit to the naming criteria into market research or target audiences to determine and its viability naming requirements and for the appropriate category final approvals strengths and weaknesses guidelines.

Engage purchasing if you wish to identify a supplier to support in your naming project or an RFP process to deﬁne a naming supplier, is required.

* Business group is the entity that generates the offering and is responsible for its overall development and in-market life.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Logo Development Process

- Creates a universal process to ensure consistency and accountability acrossLogo Dow. Development Process v.1 - Ensures clear roles, responsibility and governance in logo development. - Creates a universal process to ensure consistency and accountability across Dow. - Marketing and business- Ensures Communications, clear roles, responsibility in partnership, and governance in logo development. are responsible for delivering- Marketing the and entire business process. Communications, in partnership, are responsible for delivering the entire process.

Name Logo Guidelines Development Development Development Start Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Name generation, Design brief Logo exploration Team review Market research Legal review/ Logo usage legal review, and and selection and testing Registration guidelines final name selection of direction (as appropriate) development

Description of phase The naming process is Exploration of a range Review of logo con- New logo designs(s) Finalization of logo Final logo is cleared for Logo usage is codi- complete and a final of logo concepts based cepts in contextual tested in the market design and identity legal usage and trade- fied through a brand name has been se- on the design brief applications and evalu - across target audiences mark privileges identity guidelines lected and registered ation of design direc- (If logo does not clear document tions in accordance legal, go back to with the design brief Step 4)

Who is involved? Using the RACI model: (R, A) Business Group (R, A) Business group Brief Creation: (R, A) Creative/design (R, A) Business Group (R, A) Market Research Refinements: (R, A) Legal/Trademark (R, A) Creative/design (R) Sales (R) Marketing (R, A) Creative/design (R) Business (R) Creative/design (R, C) Marketing (R, A) Creative/design (R) Marketing (R) Business R: Responsible (R) Marketing (R) Business (R) Business communications (R) Marketing (R) Business (R) Business (R) Business communications (“the doer”) (R) Business communications communications (C ) Branding Team (R) Business communications communications communications (R) Marketing communications (C ) Branding Team (C) Marketing (I) Business group communications (I) Creative/design (C ) Branding Team (C) Business group (C) Business group A: Accountable (C) Marketing (“the buck stops here”) (C) Market research (C) Sales (C ) Branding Team (I) Marketing (R) Sales (I) Business group (C) Sales (C) Sales (C ) Branding Team (C) Legal/Trademark (I) Legal/Trademark (I) Sales (I) Market research (I) Sales (I) Creative/design (C) Sales C: Consulted (“in the loop”) (I) Legal/Trademark Finalization: Brief Review: (R, A) Business group I: Informed (R) Business group (R) Marketing (“keep in the picture”) (R) Marketing (R) Business (R) Business communications communications (C) Sales (C) Legal/Trademark (R) Sales (I) Creative/design Key outcomes Confirm a final product Approve a design Select a short list of Select a direction to go Validate direction Revise and finalize Register final logo Create logo guidelines name brief that will outline logo options into market research the logo document functional and creative or final approvals. functions and consid- erations Market research only necessary for logos with unique Visual Identity required.

Timing 1-2 Weeks 1 Week 2-4 Weeks 1 Week Varies 1 Week Varies 4-6 Weeks

* Business group is the entity that generates the offering and is responsible for its overall development and in-market life.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Branded Product Logos General creation guidelines

- Product logo must be logotype only

- Must be in black/grey as defined by Dow color palette*

- Can incorporate a graphic element only if it is an enhancement of one of the letters

- No enhancements outside of logotype flexible packaging by product modifier by

- Product modifier must be appropriate size and placement below the product logo type

- Dow Diamond must be appropriate proportion and placement below the logotype

* Depending on resources and strategy, some Branded Products may be allowed to develop their own look and feel long product modifiers break with Brand Council guidance and approval. product modifier by into two lines by See pages 14 and 15 for examples.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Branded Product Logos Structural details

For long logo names, 6+ letters

approximately 50 pt type (depending on the style of the font) 100% black or screens of black per brand color palette, see page 19

11.5 pt type product modifier by font: Dow Corporate Regular always in 100% black .75" wide

Dow Diamond prints PMS 185 or CMYK conversion per brand color palette, see page 19 when logo type has descenders, use the height of the “D” in the Dow Diamond for clear space

For short logo names, 5 letters or less

approximately 62-65 pt type (depending on the style of the font) 100% black or screens of black per brand color palette, see page 19

11.5 pt type product modifier by font: Dow Corporate Regular always in 100% black .75" wide

Dow Diamond prints PMS 185 or CMYK conversion per brand color palette, see page 19 when logo type has NO descenders, use 1/2 the height of the Dow Diamond for clear space

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Branded Product Logos Structural details - cont’d

Type treatment for logos with long product modifiers

approximately 62-65 pt type (depending on the style of the font) 100% black or screens of black per brand color palette, see page 19

11.5 pt type long product modifiers break font: Dow Corporate Regular into two lines by always in 100% black

¾" wide Dow Diamond prints PMS 185 or CMYK conversion per brand color palette, see page 19 when the Dow Diamond falls below a modifer with two or more lines of text, use 2/3 the height of the Dow Diamond for clear space

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Ingredient Brand Treatment Structure

Ingredient Brand treatment can be used on partner branded packaging, promotional material, etc. when a strong visual link to the Dow logo is appropriate Made with and when a formal Ingredient Brand partnership is agreed upon and contracted. (See Partnership DOW Technology Strategy Guidelines at the Dow Brand Center.

The three samples to the right provide specifications for the correct structure when using the Ingredient Brand treatment. Made with Dow OPULYN™ opacifiers

Processed with Dow POLYOX™ water soluble resins

1 ½" wide Dow Diamond

Use 1 ½ times the height of the “D” in the Dow Diamond - 12 point text with 14 point leading, flush left for clear space between the Diamond and the trademark text - Use Dow Corporate Regular, when font is available, otherwise Helvetica Regular

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 1407 Adhesive Solid All Weather Performance Made Possible by Dow BETASEAL™ Glass Bonding Systems

Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Glass Bonding Systems

Product Branding TM Return to Table of Contents

Visual Implications 310ml e Associative product names

Associative product names are set apart from other text by using all Don’t apply apply or or use use product product logos logos on brochure on brochures coversDon’t apply or use product logos on brochure covers capitalized letters for the trademarked name. Product modifiers are Don’t apply or use product logos on brochure covers treated like any other text. The example below shows how an an Associative product name, BETASEAL™ Glass Bonding Systems, should be visually applied. The Dow Diamond should not be locked up with any other elements and should follow all logo use guidelines. Dow BETASEAL Dow 1407 Adhesive 1407

Associative product names and their modifiers do not receive their 1407 Adhesive 14071407 Adhesive Adhesive 14071407 Adhesive Adhesive 1407 Adhesive

1407 Adhesive Solid1407 Adhesive All Weather Performance Solid1407Solid Adhesive AllAll WeatherWeather PerformancePerformance SolidSolid AllAll WeatherWeather PerformancePerformance Solid All Weather Performance own logo, and are rendered in the corporate font. The goal is to clearly ™ ™ ™ Made Possible by Dow BETASEAL™ Glass Bonding Systems MadeMade PossiblePossible byby DowDow BETASEALBETASEAL™ GlassGlass BondingBonding SystemsSystems MadeMade PossiblePossible byby DowDow BETASEALBETASEAL™ GlassGlass BondingBonding SystemsSystems Made Possible by Dow BETASEAL Glass Bonding Systems Solid All Weather Performance Solid All Weather Performance Solid All Weather Performance communicate that this is a Dow product, and all Associative product Made Possible by Dow BETASEAL™ Glass Bonding Systems MadeDonec lobo Possiblertis placerat enim by, vDowitae tincidunt BETASEAL tortor malesu™ad Glassa eget. Bonding Systems MadeDDoneconec lobo lobo Possiblerrtistis p plalacecerratat enim enimby, ,vDow vititaaee tincidunt tincidunt BETASEAL to torrtortor males malesu™uaad dGlassaa eg egeett.. Bonding Systems DDoneconec lobo loborrtistis p plalacecerratat enim enim, ,v vititaaee tincidunt tincidunt to torrtortor males malesuuaaddaa eg egeett.. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. names should have a consistent look and feel. These products make Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. up the large majority of the Dow portfolio.

1407 Adhesive Solid All Weather Performance Made Possible by Dow BETASEALTM Glass Bonding Systems

1407 Adhesive

1407 Adhesive 1407 Adhesive 1407 Adhesive Solid All Weather Performance 1407 Adhesive 1407 Adhesive 1407 Adhesive 1407 Adhesive Solid1407 Adhesive All Weather Performance Solid1407Solid Adhesive AllAll WeatherWeather PerformancePerformance SolidSolid AllAll WeatherWeather PerformancePerformance Solid All Weather Performance ™ Made Possible by Dow BETASEAL™ Glass Bonding Systems MadeMade PossiblePossible byby DowDow BETASEALBETASEAL™™ Glass Glass BondingBonding SystemsSystems MadeMade PossiblePossible byby DowDow BETASEALBETASEAL™™ Glass Glass BondingBonding SystemsSystems Made Possible by Dow BETASEAL™ Glass Bonding Systems Made Possible by Dow BETASEAL Glass Bonding Systems Solid All Weather Performance Solid All Weather Performance Solid All Weather Performance Made Possible by Dow BETASEAL™ Glass Bonding Systems MadeDonec lobo Possiblertis placerat enim by, vDowitae tincidunt BETASEAL tortor malesu™ad Glassa eget. Bonding Systems MadeDDoneconec lobo lobo Possiblerrtistis p plalacecerratat enim enimby, ,vDow vititaaee tincidunt tincidunt BETASEAL to torrtortor males malesu™uaad dGlassaa eg egeett.. Bonding Systems DDoneconec lobo loborrtistis p plalacecerratat enim enim, ,v vititaaee tincidunt tincidunt to torrtortor males malesuuaaddaa eg egeett.. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget.

Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget. Glass Bonding Systems TM 310ml e Dow BETASEAL Dow 1407 Adhesive 1407 13

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1

1407 Adhesive Solid All Weather Performance Made Possible by Dow BETASEALTM Glass Bonding Systems Product Branding Return to Table of Contents Visual Implications Branded Product logos

Branded Product logos follow the Dow Brand templates with the addition of a product logo in the approved format (see Consumer & Lifestyle Solutions Personal Care page 9 for logo format details). Following the masterbrand, Consumer & Lifestyle Solutions the Dow Diamond logo in the top left of the page should not be locked up with any other elements and should follow all logo use guidelines. The product logo should be used as clearly secondary to the Dow Diamond.

Depending on resources and strategy, some Branded Products may be allowed to develop their own look and feel with Brand Council guidance and approval. See page 15 for Dow Consumer & Industrial Solutions example of Branded Product logos in an approved Modified Paint & Coatings Product Manual Dow Visual System.

The goal is to allow Branded Products to be targeted to specific audiences while still communicating that this is Product-Logo™ product descriptor by a Dow product.

Product-Logo™ product descriptor by

Images shown to the right are mock-ups for example only. The mock Product-LogoTM shown above is an example of a standard format Branded Product logo used in the Dow Brochure template.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Visual Implications Branded Product logos in a modified Dow Visual System

Depending on resources and strategy, some Branded Products may be allowed to develop their own look and feel with Brand Council guidance and approval.

In the case of Styrofoam™, PMS 2995 blue is added to the Dow color palette to support product identity in the marketplace. The addition of this color comes with a limited and prescriptive use.

Following the masterbrand, the Dow Diamond in the top left corner should not be locked up with any other elements and should follow all logo use guidelines. The goal is to allow Branded Products to be targeted to specific audiences while still communicating that this is a Dow product.

Images shown to the right are mock-ups for example only. Brochure Example Sell Sheet Example

The STYROFOAMTM brochure and sell sheet shown above are examples of a Branded Product with a modified visual system using the blue product brand color in both the logo and the literature design. See pages 9-11 for details on Branded Product logos.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 Product Branding Return to Table of Contents Visual Implications Stand-alone

(Not associated with Dow masterbrand) Stand-alone products are able to have their own distinct logo and visual look and feel. There is no visual link to Dow. The goal is to encourage business growth without putting the Dow Diamond at risk. There are a very limited number of standalone products.

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com February 2015— VERSION 1 ®™Trademark of The Dow Chemical Company (“Dow”) or an affiliated company of Dow

Dow Product Branding DOW CONFIDENTIAL — Do not share without permission. www.dowbrandcenter.com February 2015 — VERSION 1