USB_Brand_Style_Guide04.17F

Brand style guide Revised 4.2017

Master brandInternal Communications,Consumer and Small BusinessBusiness to BusinessNote: Click links above to go directly to desired section. 2

Master brand ContentsIntroduction Brandmark placement and size Internal templates4 Guideline usage 35 Brandmark placement and size 55 E-newsletter template5-7 Purpose statement 36-37 Determining brandmark size 56 Agenda8-10 Core values 38 Disclosures11 Lapel pins and name badges Digital, email and social12-13 Positioning statement Imagery media marketingVoice 40 Photography 58-60 41 Employee headshots15-18 Overview: tone and style 42 Illustration Internal Communications,19 Writing guidelines and advertorial rules 43 Clip art/cartoon imagery Consumer and Small Business20 Copyright overview 44 Imagery usage21 Trademark overview 6122 Shield usage N aming guidelines and interior design Business to Business23 and branding of work spaces 46 Shield usage Web address 86Brandmark Corporate templates25 Brand architecture and one brand 48 Stationery, business cards and envelopes26-28 Brand application 49-50 PowerPoint29 Brand relationship 51 Email signature30 Divisional executions 52 Phone and voicemail guidelines 53 Fax31 Co-branding and primary sponsorship32 Secondary sponsorship and third party usage33 Promotional itemsNote: Click links above to go directly to desired sub-section. 3

Master brand IntroductionGuideline usageThe purpose of these guidelines is to provide a clear understandingof the U.S. Bank brand from a philosophical and practical perspective.This document provides the necessary tools to work with the establishedbrand identity and convey a clear, concise and consistent image. As withall brands, adherence to these guidelines in all communication pieces—internal or external—is essential to building and maintaining the integrityof the U.S. Bank brand. 4

Master brand IntroductionPurpose statementWe invest our heartsand minds to powerhuman potential. 5

Master brand IntroductionPurpose statement We: Our purpose Invest: As a financial Our hearts: We are passionate about creating theOur purpose statement describes our applies equally to all enterprise, we apply our best path forward for our customers, colleagues,reason for being. It is the “true north” on U.S. Bank employees at time, talents, expertise communities, and the shareholders we serve.our compass. Our purpose statement is every level and in every and experience to meeting We understand that potential means more than justnot our brand or tagline. facet of our business, challenges and solving dollars and cents. without exception. problems—and we accomplish that by dedicating ourselves to the best possible outcome. We invest our hearts and minds to power human potential. And minds: We are To power: We actively Human: Our business Potential: We are the driven to find a better and continually advocate may be based on catalysts that help our way, to exceed the new ways of thinking numbers, yet we’re customers, colleagues, expectations of our and initiate new called to be champions communities, and customers and the opportunities that of the people we shareholders make standards we hold benefit our customers serve and work with, the most of every ourselves to, and to and our business—we advocating for their opportunity and realize never settle for the don’t wait for them to dreams, ambitions and their full potential. status quo. find us. best interests. 6

Master brand IntroductionPurpose statement (continued) Rules 1. Do refer to this phrase as our purpose 5. Do post internal materials containing our statement or our purpose (no capitalization purpose statement in your workspace if you’d or italics). like a visual reminder of it. Do not place these in customer-facing areas. 2. Do reference the purpose statement in full in internal communications as needed. 6. Do not use the purpose statement in Do not place the purpose statement in messaging to customers or clients. quotation marks. 7. Do not create any materials, trinkets or 3. Do not abbreviate or shorthand the purpose other merchandise that uses the purpose statement. This includes any materials using statement. The Internal Communications team the theme “The Power of Potential” developed is responsible for developing and managing all outside the Corporate Communications team’s purpose-driven materials, including posters, publications and events. desktop backgrounds, mouse pads, etc. 4. Do not use the purpose statement in 8. Do periodically check the Leaders Resources email signatures or as a tagline on internal page of Leading Us for additional materials documents such as presentations, reports, created to communicate the purpose statement. posters or flyers. 7

Master bbrraanndd IntroductionCore valuesWe do the right thing.We power potential.We stay a step ahead.We draw strength from diversity.We put people first. 8

Master brand IntroductionCore values We do the right thing.Our core values establish a standard of We act ethically, honestly and with integrity. We earn the trust of our customers by helping them make smart choices,measure for acting in the best interest of recommending only the products and services we’d choose for our own families. We treat each other with respect andour customers, colleagues, communities fairness. And we work to make positive change in our communities, because when they succeed, we succeed.and shareholders. They tell us what’simportant and how we’ll succeed—now and We power potential.in the future. Our core values are not ourbrand or tagline. Potential is all around us, every day. We champion and encourage that potential in our customers, each other and our communities. We take pride in what we do, because our work makes a real difference. In every conversation, interaction and decision, we help people make the most of what they have today and build toward a more secure and prosperous tomorrow. We stay a step ahead. We seek out smart strategies over untested fads, focusing on long-term objectives, not short-term gains. We value continuous improvement over fast growth, because bigger isn’t better: Better is better. We anticipate the needs of our customers and find better ways to serve them. We set ambitious goals and assert thoughtful leadership—always with one foot in the future. We draw strength from diversity. We come from many places, cultures and backgrounds, with a wealth of different skills and experiences. And we encourage contributions from all perspectives. We work together across departments, business lines and seniority levels to get things done. We learn from our colleagues and share what we know. Diversity, inclusion and collaboration aren’t just policies—they’re defining characteristics of our culture and our company. We put people first. The most important facets of our business are the people who use our products and services, and the people who stand behind them. We manage risk to protect the interests of our employees, customers, colleagues, communities and shareholders. And we invest in enhancing the skills and knowledge of our employees to create great experiences for our customers. Our success has always been and will always be based on putting people first. 9

Master brand IntroductionCore values (continued) Rules 1. Do refer to these as our core values 6. Do change the pronoun and the tense of the (no capitalization). Do not abbreviate to core value only as needed. Do ask Corporate simply “values.” Communications for guidance. Correct example: She did the right thing when… 2. When referring to a specific core value, Incorrect example: She exemplified do the right do use sentence case and include “We” thing when… at the beginning of the statement. Correct example: We do the right thing… 7. Do use only approved images when Incorrect example: We Do the Right Thing… introducing a core value in a presentation. Do not use different images without the 3. When using one or more core value in a consent of Corporate Communications. sentence, do use lowercase. Do not place any part of the core value in quotation marks. 8. Do use the descriptions of our core values as Correct example: One way we do the listed on the About U.S. Bank page of Inside right thing… USB until further notice. Incorrect example: One way we “do the right thing”… 9. Do periodically check the Leaders Resources page of Leading US for additional materials 4. Do not shorten our core values in phrases. created to communicate our core values. Correct example: We do the right thing… Incorrect example: Doing the right thing… 10. Do not create any materials, trinkets or other merchandise that uses the core values. 5. Do change the tense of the core value’s verb The Internal Communications team is as needed. responsible for developing and managing all Correct example: We did the right thing… purpose-driven materials, including posters, Incorrect example: We exemplified do the desktop backgrounds, mouse pads, etc. right thing… 10

Master brand IntroductionLapel pins The symbol we shareOur purpose and core values guide We are united in the commitment and we share an outward symbol of that unity.our actions every day. Each one of usaspires to bring these foundational Every employee receives a lapel pin to wear every day as they represent our company. Special recognition pins that honorelements of our brand to life through years of service are given to employees on milestone anniversaries – every five years. There is a unique gold tone pin thatevery interaction with our customers, celebrates employees with 30+ years of service.our colleagues, and our communities. Wear your pin every day as a symbol of all we have accomplished together and our commitment to a shared vision.We are united in the commitment andwe share an outward symbol of that Your lapel pin should always be worn on the left side. It should be placed on the upper chest, either fixed to your lapelunity. or positioned on your clothing as appropriate in that location. Placement should be consistent and visible. See examples of proper placement below.Name badge Your lapel pin should not be used for other purposes – it should not be used as a cufflink, tie tack or other jewelry item.Name badges are important for ourcustomers to easily connect with us. Name badgesThe new name badges are designed tobe consistent for everyone, clean and If you wear a name badge and a lapel pin, place the name badge on the right.simple to read. When ordering, you willsee flexibility in allowing a title, shouldyou wish to.The name badge area should remainclean and not surrounded by anywrapper or product message. Wewant your name to shine and not beovershadowed by other elements!Order Name Badge 11

Master bbrraanndd IntroductionPositioning statementMake possible happen. 12

Master brand IntroductionPositioning Master brand positionThe objective of our positioning statement Make possible happen. You work towards your goals with persistence and determination. We takeis to increase our brand value by driving the time to understand your goals—both big and small—so we can offer sound advice, ideas and tools thatawareness, consideration and usage. help. That’s how we help you make possible happen every day.  Note: Our positioning statement, “Make possible happen” is not a tagline, but the idea should comeThe positioning statement is not a tagline through in everything we do. However, it is important to be thoughtful when using the word “possible” inand is not externally-facing. Rather, it is any communication piece to avoid overuse. For detailed information on using “possible”, see page 18.meant to be used as a filter to ensure allwork is in alignment with our vision for the Key target audience mindsetbrand and the course we’ve charted. People with goals—some big, some small—who are disciplined about how they work to achieve them. Money is often one of the means by which they achieve these goals, and they find clever ways to establish good money habits so they can reach their better tomorrow. Brand tone and personality Disarmingly warm, plain-spoken and earnest (for a big bank). A wise, resourceful and engaged listener who always finds a way to support and inspire those around them. 13

Master brandVoice

Master brand VoiceTone and style ToneCopy tone establishes how a brand Our brand tone is defined as disarmingly warm, plain-spoken and earnest (for a big bank). A wise,sounds across all touch points. It is resourceful and engaged listener who always finds a way to support and inspire those around them.where the personality of the brandcomes to life beyond images. Please The following bullets further clarify our voice by defining the spectrum of what the tone is and is not.follow the copy tone rules when writingnew copy for U.S. Bank. • Disarmingly warm: friendly, but not • Earnest: sincere and thoughtful, but not zealous overly-familiar or doting or intenseWe generally follow Associated Press(AP) style rules for punctuation, • Plain-spoken: straightforward, but not blunt;preferred spelling and grammar. uncomplicated, but not simplisticHowever, some of the rules shownhere reflect our own “house” style. Capitalization 1. Do use sentence-case capitalization as our 2. Use title case (initial capital letters for all preferred treatment for headlines, subheads and principal words) or all caps with discretion body copy as well as feature/benefit messages when needing to create a sense of hierarchy or on brochure covers. Only proper nouns and the for purposes of guidance such as navigation, first word in a sentence are capitalized. titles, labels, headers and footers. Punctuation and headlines 3. Bullet points may or may not be punctuated. However, do maintain consistency: punctuate 1. Do use punctuation at the end of a sentence either all bullets or none. or line of copy (including headlines) when it expresses a complete sentence. 2. If a sentence ends with a quotation, do place the period within the quotation marks. Spacing 2. Do not use a double space after a colon. 1. Do not use a double space after a period. 15

Master brand VoiceTone and style (continued) Dates and timesDownload U.S. Bank Writing Guide 1. Do present dates either in an extended format 3. Do shorten the date to month and dayMessaging Style Guide (e.g., Nov. 22, 2015) or in the abbreviated (e.g., Nov. 22) after it has been presented format MM/DD/YYYY, but maintain in the extended format in a document. consistency within a given piece. 4. Do list times as “12 p.m.” and 12:30 p.m. 2. Do spell out the month unless it is used with Incorrect examples: 12:00 P.M., a date. When used with a date, you may 12:00 PM, 12PM. abbreviate the following months only: Jan., Feb., Aug., Sept., Oct., Nov., and Dec. Numbers 3. Do shorten complex numbers when possible. Correct example: $2.75 million. 1. Do use semicolons to separate numbers Incorrect example: $2,750,000. in a series. Correct example: 1,000; 1,000,000. 4. Do use digits when numbers appear in charts or tables. 2. Do spell out numbers below 10 in body copy. For numbers 10 and above, use digits. Telephone numbers 3. Do use specific toll-free prefixes when referring to toll-free numbers. 1. Do use dots as punctuation for the full phone Correct example: Call us toll-free at number, including area code. 877.555.5555. Correct example: 612.555.5555. Incorrect example: (612) 555-5555. 4. Do include the corresponding number when a telephone or fax number is given as letters. 2. Do not include a “1” before long distance Correct example: 800.USBANKS (872.2657). phone numbers. 16

Master brand VoiceTone and style (continued) Use of the U.S. Bank name 1. Do always use periods after the U and S. Do not add a space between these two letters, but Do use a space after the second period. Correct example: U.S. Bank. Incorrect examples: US Bank, USBank, U. S. Bank. 2. Do add the registered trademark symbol ® to U.S. Bank in the first use of the name in copy or with product name titles. Do not use the registered trademark if our brandmark appears on the piece. The brandmark already contains the trademark symbol. 3. Do include legal entity names in a less prominent position (e.g., on the back) of printed material (e.g., U.S. Bancorp). 4. Do not use the U.S. Bank brandmark in headlines or body copy. 5. Do not regionalize the U.S. Bank name. Incorrect example: U.S. Bank of Cleveland. 6. Do not use shorthand or abbreviations for the U.S. Bank name on customer-facing documents except when addressing the stock symbol. Incorrect example: USB. 7. Do not break the U.S. Bank name to two lines. If the name falls at the end of a copy line, adjust accordingly to keep the full name on a single line. 8. Do not use U.S. Bank as a possessive (e.g., U.S. Bank’s). Use of the word “us” 1. Do not capitalize the word “us” when referring to fellow U.S. Bank employees. Correct example: We’re glad you joined us. Incorrect example: We’re glad you joined US. 2. Do use “Us” when it appears as part of the title of an official U.S. Bank program or system. Correct example: Thank you for using The Best in Us. Correct example: Please participate in this year’s Talk to Us Survey. Incorrect example: Today, we’re rolling out a new program called Thanking US. 17

Master brand VoiceTone and style (continued) Use of the word “possible” 1. It is acceptable to use “possible,” “possibility” or “possibilities” in headlines and body copy. 2. Do use these words sparingly. Our headlines and copy should reflect the idea of “possible” but do not and should not always use this word. Please see below for samples that further illustrate this direction. 3. Do consider the broader landscape of U.S. Bank communications. If “possible” (or any variation of it) will appear multiple times across various pieces, consider using a synonym or rephrase the statement to reflect the same idea without using “possible”. 4. Do not use “Make possible happen” as a headline or tagline. Use it in body copy only if it makes sense within the context of a sentence, but do not capitalize or distinguish this phrase in any way (e.g., italicize it, underline it, etc.). Sample headline Lending opens a world of possibilities. Headline alternates without using “possibilities”: Lending opens a world of opportunities. Lending makes things happen. Lending keeps you going. Lending opens the door to your future. Note: The headlines shown here are samples only. 18

Master brand VoiceWriting guidelines Rules 1. Do use a “less is more” approach. Break up 6. Do define uncommon terms, especially for lengthy copy with subheads or bullets and trim audiences outside of the financial industry. any unnecessary copy. 7. Do use benefit-driven copy. Do not simply tell 2. Do write in the first and second person. your audience how many features a product or service has. Instead, explain how those 3. Do use an active voice. features will benefit them. Correct example: We decided. Incorrect example: It has been decided. 8. Do proofread your documents and emails. 4. Do use contractions. 5. Do not use slang, acronyms or jargon. Correct example: home equity line of credit. Incorrect example: HELOC. Use of advertorial language Do not create advertising in the ‘advertorial’ style. The U.S. Bank brand and related products and services should not be marketed as an advertorial. A typical advertorial presents content created by the brand but intended to appear to be editorial content. It can appear that the brand is being misleading by positioning content as independent news or third party opinion. U.S. Bank is straight forward and transparent. This style of marketing/advertising is not a good fit for our brand. 19

Master brand VoiceCopyright Copyright verbiageoverview • Do use approved copyright verbiage.The following provides direction for Correct example: ©year U.S. Bankappropriate use of the copyrightsymbol and language in marketing and • Do not use the following copyright verbiage.communication materials or content. Incorrect examples:Including the copyright symbol, the year • ©year U.S. Bank National Association (not legally incorrect, but not approved for use forof content development and “U.S. Bank” consistency purposes)indicates that all content in the material is • ©year U.S. Bancorp (U.S. Bancorp is the holding company not the product owner)owned and legally protected by • ©year U.S. Bank. All rights reserved (not legally incorrect, but not approved asU.S. Bank. The copyright disclaimer “All rights reserved” is not required)should be included in the disclosureand positioned as the last item listed to When to useclearly separate it from any precedingregulatory disclosures. Use the copyright symbol to protect the copy (i.e., the text) on each individual piece. It’s not necessarily tied to the product name because that’s trademarked.Note: While Corporate Compliance is not responsible Example – Web banner – “Get your Accelapay® Card today!” No copyright needed, because thefor copyright accuracy, any and all required regulatory trademark is designated and the text is extremely generic; we would not care if someone else copieddisclosure triggered by the content of the piece must it (e.g., “Get your pet food today!”). However, if we create a flyer to describe/sell the Convenient Cashbe included, reviewed and approved through the product we should include the copyright to protect the text of the flyer.MMWR process. When to update Only update the year of the copyright if you have made changes to the copy. Otherwise, the original date of the copyright should remain, as it offers the best protection to the bank. 20

Master brand VoiceTrademark Trademark symbol usageoverview It is not necessary to use the trademark symbols (“™” or “®”) with every occurrence of a trademark inWhenever we use a trademark in our an advertisement or other material. At a minimum, a symbol should be used once with each trademarkmaterials, we should use either the “™” appearing in each piece of the material, either the first time the trademark is used, or with the mostor “®” symbol with the trademark (see prominent use of the trademark.the next paragraph regarding multipleuses of a trademark within the same The reason we use trademark symbolsmaterial). For our trademarks which areactually registered with the USPTO, If we fail to designate the trademark using a trademark symbol, and another party infringes thewe should use the “®” symbol. For our trademark, we can only sue for an injunction; we cannot sue for damages or for profits. Additionally, ourtrademarks which are not registered failure to use these trademark symbols in our materials could potentially result in legal challenges to thewith the USPTO, we should use the “™” validity of our rights to those trademarks.symbol. If there is uncertainty aboutwhether a trademark is registered or not,please reference the trademark portfoliolist provided by the legal department.Note: While Corporate Compliance is not responsiblefor trademark accuracy, any and all required regulatorydisclosure triggered by the content of the piece mustbe included, reviewed and approved through theMMWR process. 21

Master brand VoiceNaming guidelines RulesEvery product or service naming exercise 1. Do review our purpose statement, core values, master brand position, tone and personalitypresents the opportunity to enhance our when initiating a naming project.target audience’s understanding of themaster brand. Each opportunity should 2. Do ensure that names are descriptive, clear and intuitive. It should be apparent what thebe considered part of a larger strategic product or service is without further clarification. Names should always leverage the masterprocess. When it is determined that there brand where possible.is a need for a new name, it is important toconsider the broader ecosystem in which 3. Do always engage the brand team when initiating a naming project.that name will live. 4. Do engage the legal team for appropriate insight into trademark viability and application.Download Naming Request Form Note: If a full trademark search is required, the vendor costs for that search will be billed to the cost center provided.Interior design 22and brandingof workspacesThe Corporate Real Estate (CRE) team isresponsible for planning, permitting andimplementing all work site renovations andupdates. This includes all interior designand brand refresh projects.CRE manages property standards,approvals and corporate policies andprocesses for all site remodels, updates,or design changes.Questions regarding projects of this natureshould be directed to your local propertymanager first.

Master brand VoiceWeb address usbank.comAll U.S. Bank URLs, including usbank.com, must appear in Helvetica NeueMedium. URLs should always be inall lowercase. Size the unit accordinglybased on the size and proportion of theapplication to deliver a legible impression.Do not lock up the URL with disclosure. Donot use the “www” prefix when listing anInternet address.Acceptable colors: U.S. Bank Blue ispreferred. Black and Pantone Gray 431may be used as secondary options.Refer to sections 1.3 and 2.2 for specificcolor conversion values. 23

Master brandBrandmark

Master brand BrandmarkBrand architectureThe U.S. Bank brandmark is our mostimportant visual asset. It should alwaysbe the most dominant element onany communication. The U.S. Bankbrandmark should be the onlylogo featured.The horizontal brandmark is the onlyorientation option.One brandDo not create secondary logosfor products, features, etc.With our focus on building greaterstrength and equity in the U.S. Bankbrand, we continue to strengthen ourcommitment to bringing the whole bankto our customers. Our goal is to create aconsistent experience that enhances ourcustomers’ relationship with the brand.The brand treatment of externally facingmaterials should clearly and consistentlybe U.S. Bank.Never re-create the Brand IdentityElements. Electronic files for allapproved versions are availableon the Visual Assets page of theBrand Identity Guidelines site. 25

Master brand BrandmarkBrand application Two-colorThe visual representation of the The primary U.S. Bank brandmark consists of two colors: Pantone® 2748 and Pantone 193. This isU.S. Bank brandmark should always be our preferred brandmark and should be used when the creative allows. When the brandmark must beconsistent with our brand. reversed, the next preferred version utilizes the U.S. Bank Red shield with white type.Electronic files for all approved versionsare available on the Visual Assets page Note: Although four-color process is typically used to create most colors, U.S. Bank Blue is a veryof the Brand Identity Guidelines site. difficult color match to achieve in process. In sales collateral, always use U.S. Bank Blue (Pantone 2748) to achieve the correct blue. When using four-color process, always use the special process breakouts provided (see page 70); do not use Pantone process equivalents. PANTONE PANTONE 2748 193 Preference 1 Preference 2 One-color One-color executions may only appear in U.S. Bank Blue (Pantone 2748), black, or white reversed out of any colors in the Primary and Secondary palettes. 26

Master brand BrandmarkBrand application (continued) Brandmark over imageUse of U.S. Bank vs. U.S. Bancorp The U.S. Bank brandmark may be used over images, but legibility must be maintained. Place theProper use of U.S. Bancorp and the brandmark over portions of photographs that are considered background. Do not place the brandmarkrelated logo is very limited for marketing over the visual subject of the image (e.g., the person/people in the image). The primary (two-color)purposes. Communication branded as brandmark is preferred and should be used with “US” in white. In addition, the U.S. Bank Red shieldU.S. Bancorp is primarily reserved for with white type version and the one-color execution (all white brandmark) are available as alternatives.Board of Directors’ related matters orInvestor Relations work. There are also Incorrect usage a handful of separately regulated entities(such as U.S. Bancorp Investments) that Do not place the two-color brandmark on photography thatare required to be totally separate from is too dark.U.S. Bank. Those groups cannot use the Do not place the brandmark over primary visual content.U.S. Bank logo. They operate with clear 27guidance and understanding of theirunique situation.For external marketing andcommunications purposes, it is typicallyappropriate to use the U.S. Bank brand(as opposed to Bancorp).If there are questions or concerns aboutwhich brand is appropriate, [email protected] Legal.

Master brand BrandmarkBrand application (continued) Incorrect usage Do not change the colors.The U.S. Bank brandmark is an integrated Do not change the placement of elements.unit. Do not alter it in any way. Theexamples shown here illustrate a variety ofincorrect uses. Do not change the proportions. Do not skew, stretch or distort. Do not change the order of the colors. Do not outline the brandmark (exception: kids coloring page). Do not place the U.S. Bank Red and white Do not place the U.S. Bank Red and Blue brandmark on solid colors other than brandmark on solid colors other than white, U.S. Bank Blue, black, PMS 292 PMS 292 or PMS 429. Do not use PMS 292 or PMS 429. Do not use PMS 292 when when collateral is being printed on a web or collateral is being printed on a web or sheetfed press. sheetfed press. 28

Master brand BrandmarkBrand relationship Clear space A proper clear space—free of copy, graphic elements, inset imagery or color—must be maintained around the brandmark to protect legibility. No visual elements other than the background may violate this clear space. The clear space is determined by an area around the brandmark equal to the height or width of the “u” in the brandmark. Placement Minimum size It is important to maintain consistent placement of The brandmark may be used as large as needed for the U.S. Bank brandmark on most communication communication materials. However, attempting to pieces. For detailed information on placement, see reproduce the brandmark at sizes that are too small page 35. may result in illegibility. Aspect ratio The minimum width at which the brandmark can be reproduced is 1\". The aspect ratio for the U.S. Bank brandmark for 29 an 8.5x11 document is 1.86 wide x 0.465 high. The aspect ratio of the brandmark must remain proportionate. The brandmark must be scaled up or down based on the size of the document without going below one inch. When using the U.S. Bancorp logo independently, the aspect ratio for an 8.5x11 document is 1.86 wide x 0.329 high. All other brand guidelines also apply to the U.S. Bancorp logo.

Master brand BrandmarkDivisional Creating a name in Adobe Creative Suite® steps Community Bankingexecutions & Branch Delivery 1. Division name is in Helvetica Neue Roman. Division nameAny division within U.S. Bank is always always appears in initial caps, not all caps. Commercial Real Estatesubordinate to the U.S. Bank brandmark. 2. Letter space tracking should be set at 0.If you choose to use the division name, itshould not be given greater prominence Creating a name in Microsoft Office® steps Community Bankingthan the U.S. Bank brandmark on any & Branch Deliverygiven piece of communication. 1. Division name is in Arial. Division name always appears in initial caps. Commercial Real EstateThe divisional execution should appear inU.S. Bank Blue or black. Location in layout 1. When using a division name in layout, our preferred placement is in the upper portion of the page with the U.S. Bank brandmark at the bottom. 30

Master brand BrandmarkU.S. Bank U.S. Bank co-branding and primary sponsorshipco-branding andprimary sponsorship When the U.S. Bank brandmark is visually linked to any other partner logo, including sponsorship company/organization/event or school logo, both logos must be similar in size and separated by a smallSponsorship and co-branding are powerful rule. U.S. Bank brand guidelines still apply to other elements of the design.tools that can create positive publicity andincrease visibility of the brand, products The rule should be the same height as the left edge of the shield when the logos are positionedand services. Partnerships can improve how horizontally. The rule should be the same length as the word “bank” in the logo when the logos arethe brand is perceived by specific target stacked. The rule between the brandmark and the sponsorship logo should be a 70% screen value ofaudiences. It is important to be consistent U.S. Bank Blue or black. The line may also be white when necessary. The stroke of line should be 0.5.in the treatment of these relationships andadhere to all guidelines with respect to the The “u” area clear space is required between brandmarks (see page 28).U.S. Bank brand and identity. The U.S. Bank logo should always be in the more predominant position. For example, when positioningThe U.S. Bank brandmark is only allowed to the stacked logos in the upper field, the U.S. Bank logo should be on top. On web pages, the U.S. Bankbe “locked up” with sponsorship brands that logo should appear first in the upper left. Additional examples of logo placement can be found below andwe have a contract with for partnership. on page 35.Note: Due to CAN-SPAM regulations, it is important to have When using the U.S. Bancorp logo in co-branding with the U.S. Bank logo, ensure that the shields in boththe U.S. Bank logo appear first in the upper left corner on logos are the same size.email communications. Right sided logo treatment Left sided logo treatment Stacked logo treatment Dual logo treatment (with a U.S. Bank legal entity) 31

Master brand BrandmarkSecondary Secondary sponsorship and co-brandingsponsorshipand third When the U.S. Bank brandmark is linked as a secondary “sponsored by” level, itparty usage appears below the partnering company/organization/event logo as shown here. When the U.S. Bank brandmark is linked as a “presenting” sponsorship level, itSponsorship and co-branding are powerful appears above the partnering company/organization/event logo as shown here.tools that can create positive publicity andincrease visibility of the brand, products presentsand services. Partnerships can improve howthe brand is perceived by specific target sponsored byaudiences. It is important to be consistentin the treatment of these relationships. Third party usageDownload Third Party Usage Form The U.S. Bank brandmark is a unique and valuable asset. We require that a U.S. Bank employee complete the request form on behalf of any third party requesting permission to use our logo. We closely review the requests and monitor compliance. It is critical that use of the brandmark by a third party never creates confusion or presents a potentially harmful risk to our reputation. It should never be used in situations that could, in any way, be contrary to our purpose and core values. 32

Master brand BrandmarkPromotional items U.S. Bank branded item guidelinesBranded promotional items are available When there is a need to purchase a U.S. Bank branded item that is not offered on the site, the followingfor order on the U.S. Bank Logo Shop. rules apply:A wide variety of items range from higherend gifts to affordable giveaways with a 1. Do only allow the U.S. Bank brandmark (logo) on the item. Legal entities (e.g. U.S. Bancorp Fundrenewed focus on delivering a consistent Services) are also allowed.brand image. The items feature simply themaster brand logo to represent the whole 2. Do not use mottos, taglines, including “The Power of Possible” or logos other than thebank, reinforcing our deep commitment to U.S. Bank brandmark.building the U.S. Bank brand. Inspired byour shared purpose and core values, we 3. Do not permit division, product or program names.will commit to wearing and sharing itemsthat feature the U.S. Bank brand, pure and 4. Do represent the U.S. Bank logo in one of the following colors:simple – not our individual division, productgroup, etc. • Full color: U.S. Bank Red, white and U.S. Bank Blue • U.S. Bank Red and whiteWear the brand. Share the brand. • U.S. Bank Blue • White • Black On apparel/embroidery items, the embroidered logo must be at least two inches wide (no smaller) and the registration mark ® is removed due to legibility. On items that have an imprint area of one inch or smaller, it is acceptable to remove the registration mark ® (e.g., pens, magnets, etc.). The preferred provider for U.S. Bank promotional items is Grapevine Designs. They can be contacted at 866.907.5043 or [email protected]. 33

Master brandBrandmarkplacement and size

Master brand Brandmark placementBrandmarkplacement and sizeThe preferred placement of the brandmarkis in the outer portions of the page. Thecorners of documents are great areas toground the brandmark. However, when thelayout requires another solution, center thebrandmark vertically on the page.On two page or more documents, includethe logo on the front and back pages. In theevent that space is limited, the logo shouldbe placed on the last page.An underlying grid is used to maintainconsistent brandmark size across piecesof similar dimensions. The grid determineswhich size to make the brandmark.The U.S. Bank brandmark will alwaysbe 3.5 blocks (squares) of the grid. Quadrant represents one block of the grid for brandmark placement reference. 35

Master brand Brandmark sizeDetermining 8.5\" x 5.5\" or two up horizontal 8.5\" x 11\"brandmark size 5.5\" x 8.5\" or two up vertical 3.75\" x 8.5\"The grid system provides a tool to ensure 36consistent application of the U.S. Bankvisual assets, and to aid in maintaining aconsistent brandmark presence across avariety of sizes and formats.Standardized grids have been created forthe most common dimensions. When usingthe brandmark on larger format materials,please use the examples shown here as avisual reference to determine the size andproportion of the brandmark relative to thematerials being created or create a grid forthe size as outlined on the next page.Contact your Corporate Design partner forstandardized grid files.Brandmark placement• Always place the brandmark 0.5 blocks from the left or right edge of the document.• When placing on the top half of a document, the brandmark may be placed anywhere between 0.5 blocks to 2.5 blocks from the upper edge.• When placing on the bottom half of a document, align the bottom of the brandmark type 0.5 blocks from the lower edge.

Master brand Brandmark sizeDetermining brandmark Building a gridsize (continued) To build a grid for a dimension that does not exist in the templates, follow these simple instructions:For custom-sized pieces, cross-referencethe standardized grids for a similar size and • Determine the size you will need.use the same principles. • Determine the live area. Your grid will fall within this area.When a standard grid is not available for thesize needed, a grid may need to be created. • Create your columns. Each piece will have an odd number of columns: either 5, 7, 9 or 11. There is aFollow the steps outlined here to create .075” gap between each column. (For large items, such as posters, the gap may be increased to givea grid for a customized piece to ensure proper gaps between the units.)consistent application of the U.S. Bankvisual assets, and to aid in maintaining • Next build your rows. To achieve the proper number of rows, create an odd number of rows thata consistent brandmark presence across creates a unit that is as close to a square as possible. There is a .075” gap between each row. (Forall collateral. We suggest the grids be large items, such as posters, the gap may be increased to give proper gaps between the units.)created in InDesign or Illustrator. • Combine the columns and rows to complete your grid. Each individual unit may be subdivided intoContact your Corporate Design partner with quarters to aid in design flexibility.any questions. 1. 2. 3. 4. 5. 6. Unit is equal to one block. 37

Master brand Brandmark placementDisclosures Quisque non eros ante. Nulla bibendum dolor turpis, at hendrerit nibh ullamcorper in. Quisque gravida vestibulum tristique. Quisque ut nulla dignissim massa feugiat gravida. Donec vehicula Quisque non eros ante. Nulla bibendum dolor turpis, at hendrerit nibh ullamcorper in. Quisque gravida vestibulum tristique. Quisque ut nulla dignissim massa feugiat sapien id auctor et. Phasellus ipsum risus, laoreet eget turpis non, auctor ultrices lacus. Fusce viverra turpis rutrum tellus pellentesque, a blandit sem scelerisque. Cras vehicula neque metus, gravida. Donec vehicula sapien id auctor et. Phasellus ipsum risus, laoreet eget turpis non, auctor ultrices lacus. Fusce viverra turpis rutrum tellus pellentesque,Maintain a consistent placement of at sollicitudin sem tincidunt eu. Aliquam id mollis ex. Phasellus non ex quam. Fusce scelerisque in metus eleifend ornare. Mauris et sollicitudin massa. a blandit sem scelerisque. Cras vehicula neque metus, at sollicitudin sem tincidunt eu. Aliquam id mollis ex. Phasellus non ex quam. Fusce scelerisque in metusU.S. Bank disclosures across a variety eleifend ornare. Mauris et sollicitudin massa.of documents. Quisque non eros ante. Nulla bibendum dolor turpis, at hendrerit nibh ullamcorper in. Quisque gravida vestibulum tristique. Quisque ut nulla dignissim massa feugiat gravida. Donec vehicula sapien id auctor et. Phasellus ipsum risus, laoreet eget turpis non, auctor ultrices lacus. Fusce viverra turpis rutrum tellus pellentesque, a blandit sem scelerisque. Cras vehicula neque metus, at sollicitudin sem Quisque non eros ante. Nulla bibendum dolor turpis, at hendrerit nibh ullamcorperDisclosures should maintain a size tincidunt eu. Aliquam id mollis ex. Phasellus non ex quam. Fusce scelerisque in metus eleifend ornare. Mauris et sollicitudin massa. in. Quisque gravida vestibulum tristique. Quisque ut nulla dignissim massa feugiatand treatment that aligns with current gravida. Donec vehicula sapien id auctor et. Phasellus ipsum risus, laoreet eget turpiscompliance rules. Member FDIC non, auctor ultrices lacus. Fusce viverra turpis rutrum tellus pellentesque, a blandit Note: The equal housing logo and Member FDIC text sem scelerisque. Cras vehicula neque metus, at sollicitudin sem tincidunt eu. AliquamDisclosure placement should be placed in accordance to compliance rules. id mollis ex. Phasellus non ex quam. Fusce scelerisque in metus eleifend ornare. Mauris et sollicitudin massa.• When the brandmark is positioned on the bottom of a document, the bottom of the disclosure should align with the bottom of the brandmark type and be placed at least the width of the “u” in the brandmark away from the brandmark and the opposite edge of the document.• When the brandmark is positioned on the top of a document, the disclosure should be placed on the bottom with a margin on the left, right and bottom sides.• When space is an issue, allow the disclosure to run the full width of the document, keeping a margin on the left, right and bottom sides. As needed, the brandmark may shift up to accommodate this adjustment.• When space permits, use the Equal Housing Lender logo. When space is limited, spell out Equal Housing Lender in text. 38

Master brandImagery

Master brand ImageryPhotographyWe’ll help our customers seethemselves in our communications—who they are, and who they want tobe. Honest, candid, inclusive, diverse,multicultural, multigenerational,approachable and genuine. Neverposed or staged, but candid andspontaneous, like a momentin time.Note: Diversity is important to us and should beconsistently represented in our photography in amanner that feels natural and appropriate given theimage or series of images needed.Note: Do not use images of real customersin collateral. 40

Master brand ImageryEmployee Branded headshotsheadshots The photographer should provide an uncropped image that is 3888 pixels wide and 2592 pixels highIn the absence of face-to-face encounters, (12.96 inches wide x 8.64 inches high) at 300 DPI in JPG format for print use. If the image is to be usedexternally-facing headshots consistently for the web, a square cropped image 1500 pixels wide and 1500 pixels high (20.83 inches wide x 20.83represent our employees and our brand. inches high) at 72 DPI in JPG format is preferred.Headshots should be taken by a Do crop images with correct proportions. Do use the “rule of thirds”.professional photographer. Incorrect• Upper body shot (not full body). Do not exceed 20 percent gray. Do not frame subject too close. Do not photograph in limiting proportions to• Subject three to five feet in front of the Subject must be wearing lapel pin allow for cropping when necessary. backdrop to avoid shadows. on the left.• White seamless background with daylight balanced lighting on the subject. This will result in a light gray background. The gray color background should be not exceed 20 percent. Avoid pure white backgrounds for print applications.• Shot using “rule of thirds” with correct distance/framing of subject to provide proper crop discretion.• Show the subject wearing his/her U.S. Bank Lapel pin. Preferred placement is on the upper left area of the chest. On suit jackets, the pin should be on the upper left lapel.• Subject should display warmth and personality. 41

Master brand ImageryIllustration Internal Communications, Consumer and Small Business samplesIllustration can be a powerful tool Contact your Corporate Design team with any illustration requests. They will connect you to a thirdin defining visual style and brand party resource.personality. As part of the U.S. Bankbrand, illustration should strive to Business to Business samplescommunicate in an interesting andengaging fashion. Illustration should Contact your Corporate Design team with any illustration requests. They will connect you to a thirdvisually represent an idea, convey party resource.a message, deliver information, oroffer an additional layer of meaning 42to the accompanying text. Illustrationis a good choice when presentingan abstract concept or goal. It canmake a daunting subject feel morefriendly and approachable and makecomplicated tasks feel simple andmanageable. Illustration has the addedbenefit of being relatable to a broaderaudience because it is less specific thanphotography.Illustrations may be used as asupplement to photography and shouldcommunicate something versus beingpurely decoration. Styling should bebold, geometric and layered with justenough detail to add interest anddimension. The sophisticated illustrationapproach outlined here will uniquelydefine the U.S. Bank brand. It’s definedby its clean, geometric lines, playfulconstruction of forms and a restrainedcolor palette.Illustration Guideline Document

Master brand ImageryClip art/cartoonimageryCertain graphic elements—includingclip art—used on previous communicationsno longer fit within our brand framework.Our new brand identity has been carefullycrafted to represent both the positionwe want to own in our key targetaudience’s mind and our core values. It issophisticated, yet approachable. Use onlyapproved artwork as defined throughoutthis document on internal and externalcommunications. 43

Master brand ImageryImagery usage RulesWhen using imagery, it should reflect 1. Do purchase imagery in accordance with the usage rights.the stylistic guidelines provided in this 2. Do ask for help from Corporate Design if you have any questions about what type of imagedocument and always align with thephotographic and illustrative approach to use for a project.outlined for our master brand. Each 3. Do not use images or logos found on the internet. The internet can be a good source ofopportunity to use imagery shouldbe considered part of a larger imagery inspiration but images downloaded from the internet cannot be used in any U.S. Bankcommunication strategy. collateral or presentation. 4. Do not use editorial images in marketing collateral. The people and things in these images are not released for use. Editorial imagery is for non-commercial, non-promotional use only. This policy is in place to avoid putting U.S. Bank at risk for improper image usage. 5. Do not use images previously used in U.S. Bank collateral. The image may not be available for use in other projects. Please check with Corporate Design for assistance. What’s legal and what’s not Every photograph and image we use internally and externally – including in presentations, documents and marketing materials – must be bought to eliminate legal risk. Using photographs or images without a valid license puts us at risk of a copyright infringement claim. Authority is generally gained in three ways: 1. The photograph or image is created by a U.S. Bank employee. 2. The photograph or image is created by a vendor who has agreed in a contract to assign ownership to U.S. Bank. 3. U.S. Bank has a valid license to use the photograph or image. We can obtain licenses through a variety of services, including Shutterstock and iStock. Visit the new Brand Resources Media Gallery. You’ll find more than 300 approved images for your use … both internally and externally. 44

Master brandShield usage

Master brand Shield usageOutside of its place within our current brandmark, the solid version ofour full shield will be retired as a graphic element/container. This includesour use of the shield as bullet points, arrows, etc. New devices thatcommunicate a broader story will serve the purpose the shield may havepreviously served.See sections 1.5 and 2.4 for additional details around the device used for each business line. 46

Master brandCorporatetemplates

Master brand Corporate templatesStationery, business Stationerycards and envelopes Address AddressThe updated corporate stationery design Address Addressretires all dated branding elements. It is clean City, State 00000 City, State 00000and simple, featuring the master brand logo. 123.456.7890 123.456.7890The template is available with logo placement 123.456.7890 123.456.7890in the upper left and right hand corner. usbank.com usbank.comThe business card design reflects our Sampleupdated clean brand look. To maintain Sampleconsistency, the elements that appear on ourbusiness cards have been streamlined. Do use the color stationery on any collateral that is not auto generated or unable to be color.• All cards feature the addition of the line Business card Envelope treatment of the shield, symbolizing our supportive, interconnected role. Alex Martin• The large bold treatment of the employee Vice President | Brand Strategy & Management name reminds us that we put people first. Strategy & Corporate Affairs The treatment of awards and recognition will be typeset in a clean consistent font 612.555.5555 direct U.S. Bank Plaza and placement. 612.555.5555 fax 200 South 6th Street 612.555.5555 mobile• To eliminate inconsistencies in quality EP-MN-L20D and to maximize accommodation of core [email protected] Minneapolis, MN 55402 content in the small format, cards will not include images, headshots, or other usbank.com add-ons.Stationery and business cards are availablefor order from the Corporate Graphics site.Envelopes have been updated to reflect thechanges in our stationery. 48

Master brand Corporate templates Title option 2 - low ink Title option 3 - photo Statement optionPowerPoint Title option 1 - heavy ink Chart option 49Internal Section divider optionCommunications, Bulleted content optionConsumer andSmall BusinessThis PowerPoint option representsthe master brand at a corporatelevel and uses the primary andsecondary brand color palettes andstyle. It may be used for internal andexternal presentations.Regardless of the line of businessyou support, all employeecommunications, collateral andpresentations should follow theinternal communications brandguidelines.Master slides have been developedfor a broad range of presentationsituations. For questions, pleasecontact Wendy Warren or JasonBrandt in Corporate Design.See page 44 for imagery usage.Link to PowerPoint TemplateLink to Best PracticesLink to User Guide

Master brand Corporate templates Title option 2 - low ink Title option 3 - photo Statement optionPowerPoint Title option 1 - heavy ink Chart option 50Business Section divider optionto Business Bulleted content optionThis PowerPoint option should beused for all external presentationstargeting middle-market and largecorporate clients or prospects. It usesthe primary and secondary Businessto Business color palette and style.This is for external use only.Regardless of the line of businessyou support, all employeecommunications, collateral andpresentations should follow theinternal communications brandguidelines.Master slides have been developedfor a broad range of presentationsituations. For questions, pleasecontact Jason Brandt or WendyWarren in Corporate Design.See page 44 for imagery usage.Link to B2B PowerPoint TemplateLink to Best PracticesLink to User Guide