USB_Brand_Style_Guide04.17F

Business to Business 2.4 Design elements IconographyIconography Sample iconsIcons may be used as an alternative Money/dollar sign House Car Open sign/shopto photography and should serve asa visual cue to a particular topic or Global/call-to-action icons*category within a series. Icons shouldbe supported with a descriptor, headline Phone/call number Mobile Branch usbank.comor copy. *Use of the icons is up to your discretion based on the complexity of the layout. As an alternative, you may typeset the call-to-action instead.Styling should be bold, simple, andgeometric with minimal detail.Linear icons are available in open andclosed versions. Closed versions shouldbe used when representing singlecategories or categories within a series.Open versions should be used whentelling a larger story and should beconnected to one another using a single,continuous line.Icons may be produced in any of theprimary or secondary palettes.For additional needs, please contactyour Corporate Design team. 101

Business to Business 2.4 Design elements 2.4C IconographyIconography (continued) Incorrect usageThe icons on the previous page serve a Specific products Specific services Step-by-step processes Featuresmarketing and communication purpose.However, certain items do not need tohave icon representation.These include:• Specific products• Specific services• Step-by-step processes• FeaturesSpecific products and services arebest represented by using product andservice photography.Processes and features are bestrepresented by simply listing theprocess or feature by name, step orderor as numerals. 102

Business to Business 2.4 Design elements 2.4D GraphicsGraphics Charts IconographyGraphics are modern, clean and 32%uncomplicated. An intuitive visuallanguage that appeals to a new, younger 2015audience, it does so without alienatingour current customer base.When infographics are needed, pleasecontact your Corporate Design team. Infographics Charts/graphics 33% $66M of Americans $48M have a budget $ 32 M in place. $24M 2012 2013 2014 2015 103

Business to Business 2.5 Sample work 2.6 ResourcesSample workand resources

Business to Business 2.5 Sample workSample work NavigationTo develop a strong brand presence Commercial Business Fleet Solutionsfor U.S. Bank, it’s critical to maintain aconsistent look and feel. The guidelines Wholesale Innovative paymentlaid out in this document provide the tools Banking & solutions that simplifyneeded to create all communications Commercial fleet managementpieces for internal and external purposes Real Estateacross business lines. The samples onthis page are by no means exhaustive,but demonstrate correct use of theguidelines with a snapshot of the brandbrought to life at various touchpoints. Digital sales tool Brochures Folder Sell sheets Newsletter 105

Business to Business 2.6 ResourcesFor questionsContact your identified Corporate Design team.Business to Business: [email protected]: [email protected] Communications & Enterprise-wide initiatives: [email protected] Management & Securities Services: [email protected] 106