MARKETING AND LOGO GUIDELINES Get ready to encourage people to Shop Small® on Nov 28. Below are marketing points to help you talk about Saturday® and the Shop Small Movement, along with tips on how to use their respective logos.

WHAT IS DO: SMALL BUSINESS SATURDAY? Ensure the words in the following terms always Created in 2010, Small Business Saturday is appear on the same line within a sentence: the cornerstone of the Shop Small Movement. • “Shop Small” Celebrated each year on the Saturday after • “Shop Small Movement” , it’s the day to rally the nation to • “Small Business Saturday” support small businesses. • “”

WHAT IS SHOP SMALL? Use Shop Small as a verb only in the While Small Business Saturday is an present tense important day kicking off the holiday season, (i.e., “Get out and Shop Small”) the Shop Small Movement is ongoing. Throughout the year, Shop Small is used as DON’T: a way to celebrate small businesses and the Use Shop Small in the past tense neighborhoods they’re in. (i.e., Shopped Small)

SHOP SMALL LANGUAGE Use Shop Small in the present participle (i.e., Shopping Small is the best) “Small Business Saturday” should be used consistently as the day that supports small Use Shop Small as a call to action to small businesses. “Shop Small” is primarily used as business owners the name of the Shop Small Movement. Note that when using these terms for advertising copy, the trademark registration symbol (® superscripted) will need to be applied at the first mention of “Shop Small” and “Small Business Saturday.”

DO SOMETHING BIG FOR SMALL BUSINESSES SMALL BUSINESS SATURDAY It should never be smaller that 3/4” for print, LOGOS and 35px square for digital. This year, Small Business Saturday® is Nov 28. Whether the logo is cropped or rotated, it must Use these two versions of the logo to help always appear with ®. If you use the logo in a spread the word about the big day. way that leaves the original ® not visible, you must replace it. Remember the new ® should be placed similarly to the original.

Individual letters can run off any side but should remain readable.

® SHOP SMALL LOGO Do not crop the words to the point where they cannot be read or Use the Shop Small® logo to encourage rotate the logo more than 15 degrees. people to support small businesses on ® Small Business Saturday, and all year long. This logo must be used in one of two solid colors:

The opacity of the logo used should never be American Express Primary Blue below 60% (for use over light backgrounds)

White (for use over dark backgrounds) 100%

C: 100% R: 0 American Express Primary Blue M: 90% G: 38 Y: 0% B: 99 K: 30% 2757C 57%

DO SOMETHING BIG FOR SMALL BUSINESSES