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 2 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 3 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 4 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