USB_Brand_Style_Guide04.17F

Master brand Corporate templatesEmail signature Correct example Incorrect examplesEmail is a common communication Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincint ut John Roberttool used with clients and employees. laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation Vice President | Business Segment MarketingSignatures on email should be treated ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum dolor in 612-555-5555 | [email protected] to your business card. hendrerit in vulputate velit esse molestie consequat. U.S. Bank Plaza 200 S. 6th Street, EP-MN-L20D | Minneapolis, MN  55402Your email signature may include the Alex M. Martinfollowing elements: Vice President | Brand Strategy & Management Angela Smith p. 612.555.5555 | [email protected] Branch Manager• Your first name, middle initial if preferred, and U.S. Bank 612-555-5555 | [email protected] last name U.S. Bank Plaza 900 2nd Avenue S. | Minneapolis, MN  55402 200 S. 6th Street, EP-MN-L20D | Minneapolis, MN  55402 “Make today ridiculously amazing.”• Compliance-approved industry designations (CFP®, CWS, NMLS, etc.) U.S. BANCORP made the following annotations | Electronic Privacy Notice. This e-mail, and any attachments, contains Do not include: information that is, or may be, covered by electronic communications privacy laws, and is also confidential and proprietary in • inspirational quotes• If you use your corporate title (Vice President, nature. If you are not the intended recipient, please be advised that you are legally prohibited from retaining, using, copying, • images Senior Vice President, etc.), place that title distributing, or otherwise disclosing this information in any manner. Instead, please reply to the sender that you have received • logos before your functional title. this communication in error, and then immediately delete it. Thank you in advance for your cooperation. • banners• Your functional title (Financial Advisor, Private Note: No additional elements are allowed in your signature. 51 Banking Relationship Manager, etc.) For example, inspirational quotes, images, logos or banners.• Your NMLS number (if applicable) should be placed after your functional title.• Business lines should be included in body copy within the signature.• Phone number• Fax number (optional)• Email address• Company name: U.S. Bancorp Investments, Inc. (for FAs), U.S. Bank (for PBRMs), Elavon, The Private Client Group of U.S. Bank, etc. This information should help the recipient understand the area of the bank in which you work.• Office address (if home-based, please include a business address as required by your business line for correspondence purposes)• Interoffice mail code (if applicable)• Approved enterprise social handles (Facebook. com/usbank, Twitter.com/usbank) (optional) Do not use personal social handles.• Company website (usbank.com or other if different)• Department-specific confidentiality or other disclaimer if required (The general company disclaimer is automatically attached to all emails sent outside the company.)

Master brandPhone and Standard phone greetingsvoicemailguidelines Answering external calls “Thank you for calling U.S. Bank. This is Sue.”One of the ways we representU.S. Bank is through our interactions on Answering call center or external callsthe phone system. We want to offer a “Thank you for calling U.S. Bank. This is Bob. How may I help you?”consistent experience to those who callus for support. Answering call center calls “Thank you for calling U.S. Bank. This is Joe. How may I direct your call?”In addition, your voicemail shouldbe clear, concise and professional. Standard voicemail greetingsLet callers know when you will beavailable to talk or other resources they Daily usecould contact if they need immediate “Hi, you have reached the voicemail of [name] in the [what] department. I’m sorry I missedassistance. Voicemail should notbe used to share company taglines, your call. Please leave your name, number and message, and I’ll be back in touch as soon asslogans, personal quotes possible. You may also press [what] and one of my colleagues may assist you.”or similar content. Weekly use “Hi, you have reached the voicemail of [name] in the [what] department. This is the week of [date], and although I am in the office, I am unable to take your call right now. Please leave your name, number and message, and I’ll be back in touch as soon as possible. You may also press [what] and one of my colleagues may assist you.” Out of office use “Hi, you have reached the voicemail of [name] in the [what] department. I will be out of the office until [date]. I’m sorry to have missed you, but please leave your name, number and message, and I’ll be back in touch when I return. If you need immediate assistance, please call [name or number].” 52

Master brand Corporate templatesFaxDownload Fax Template 53

Master brandInternaltemplates

Master brand Internal templatesE-newsletter Your Local USB: Upper Midwest Update is sent periodically. Post your news, recaps, blogs, events,template etc., in the community to be featured in the update email.No new newsletters or publications Local blog Developmentshould be created, nor should existingnewsletters be redesigned in the • U.S. Bank employees come together • 1:1 career consultationsnew branding without authorization to support and raise funds for Junior • Register now: What is the Innovatefrom Corporate Communications. All Achievementnewsletters should be electronic and Leadership Practice all about?link back to content on USBook. Post • Welcome to fewer emails • Register now: Get to know our businessyour news, blogs, events, etc., in yourcommunity so you can link back to it – Payment Servicesin your newsletter. Email U.S. BankCommunications Shared to learn more Local news Volunteerismabout the new process. • Minnesota small businesses bullish • Volunteer opportunity in Sioux Falls, about state economy South Dakota: Habitat for Humanity building event Discounts • See “International Pop” for free at the Walker Art Center Other events • May 29: Virtual Java developer trainee program • June 1: Virtual Java developer trainee program • June 1: Richfield: Learn more about the Innovate Leadership Practice at Meridian Crossing • June 2: St. Paul: Learn more about the Innovate Leadership Practice at West Side Flats • June 4: St. Paul: Weight Watchers meeting at West Side Flats U.S. BANCORP made the following annotations Electronic Privacy Notice. This e-mail, and any attachments, contains information that is, or may be, covered by electronic communications privacy laws, and is also confidential and proprietary in nature. If you are not the intended recipient, please be advised that you are legally prohibited from retaining, using, copying, distributing, or otherwise disclosing this information in any manner. Instead, please reply to the sender that you have received this communication in error, and then immediately delete it. Thank you in advance for your cooperation. 55

Master brand Internal templatesAgendaDownload Agenda Template 56

Master brandDigital, email & socialmedia marketing

Master brand Digital marketingDigital marketingAll digital communication should follow thebrand guidelines as laid out.But the channel is always evolvingand there are unique considerationswhen work is developed specifically fordigital assets.The digital marketing team managesresources that provide appropriatedirection for all aspects of digital designand communication.Contact the Omni Channel UserExperience team for consultationas needed.Reference the U.S. Bank DigitalBrand Design System for all digitalADA-approved colors and guidelines. 58

Master brand Email marketingEmail marketingAll email communication should follow thebrand guidelines as laid out.But the channel is always evolving andthere are unique considerations whenwork is developed specifically foremail assets.The email marketing team managesresources that provide appropriatedirection for all aspects of email designand communication.Contact the email marketing teamfor additional direction:[email protected] Email Style Guide 59

Master brand Social mediaSocial media RulesU.S. Bank is just one of many companies 1. Do not post any viewpoints that are not reflected by U.S. Bank, specifically political, social orpromoting products, events and stories economic opinions that are potentially inflammatory or polarizing.on social media, and it’s important thatour posts stand out by delivering relevant, 2. Do maintain your audience’s attention by keeping posts concise and on-topic.engaging and appropriate content to ourfans or followers. The goal of our social 3. Do ensure you have permission from the subjects of a photo before posting it.media posts should be to humanize thebank. Posts should always be relevant to 4. Do send photos and stories from events or activities to the Social Media team, who will select whatour audience and reflect our purpose and gets shared on our social media channels.core values.Download Resource Documents 60

Master brandInternal Communications,Consumer and Small BusinessBusiness to Business

Internal Communications,Consumer and Small BusinessRegardless of the line of business you support, all employeecommunications, collateral and presentations should followthe internal communications brand guidelines. 62

Internal Communications, ContentsConsumer and Small Business1.1 Internal guidelines 1.3 Color 1.5 Design elements1.1A Internal logo policy 65 1.3A Primary and secondary palettes 1.5A Graphic device 77-78 and color conversions 70 1.5B Graphic treatment 79 1.3B Tertiary palette and color conversions, 1.5C Iconography 80-81 metallic colors and web colors 71 1.5D Graphics 821.2 Typography 1.4 Imagery 1.6 Sample work1.2A Primary font 67 1.4A Stylistic guidelines 73-74 841.2B 1.4B Stock search tips 75 Celebratory fonts 68 1.7 Resources 85 63

Internal Communications, 1.1 Internal guidelines 1.1A Internal logo policyConsumer and Small BusinessInternalguidelines

Internal Communications, 1.1 Internal guidelines 1.1A Internal logo policyConsumer and Small BusinessInternal logo policy RulesTo ensure consistency of our brand, It is not appropriate to create a unique logo for an internal program, initiative, employee group, etc.only approved logos are allowed.This includes those marks developed When there is a need to call out or identify these types of opportunities, use a consistent typesetand used internally. Please review treatment for all related communications (this includes news articles, printed materials, web pages, etc.).the rules on this page for furtherclarification and exceptions. DU.Se. Bvanek lopment Network UB.S.uBasnkiness Resource GroupsNote: As of January 2016, any new and existing VolunteerU.S. Bankprograms must follow rules around the use of theword “US” and the shield. It is acceptable to create a unique look or feel (not logo) for an event or short-term programs in other ways if desired. Visual distinction can be achieved through thematic imagery or design style. Important: All custom event design elements must be approved by Corporate Design and may not be featured outside the scope of the project or beyond the date of the event. Exception: It may be appropriate to create a unique logo if the effort is to develop an identity for an internal, short-term promotion or contest. These “logos” should be viewed as single, one-time use elements that do not live beyond the specific contest or promotion time frame. 65

Internal Communications, 1.2 Typography 1.2A Primary fontConsumer and Small Business 1.2B Celebratory fontsTypography

Internal Communications, 1.2 Typography 1.2A Primary fontConsumer and Small Business Primary fontTypography Headlines – Helvetica Neue LT Standard Bold (-10 Tracking)Helvetica has long been an essentialpart of our brand equity, and its AaBbCcDdEeFfGgHhIiJjKkLlMmNnappeal is timeless. We’ve revitalized its OoPpQqRrSsTtUuVvWwXxYyZzrole in brand communications, usingit in fresh but approachable ways to Subheads/Captions/Callouts – Helvetica Neue LT Standard Mediummake our message intriguing, invitingand easy to understand. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZzDo not use typefaces—including otherweight ranges within the approved font Body Copy – Helvetica Neue LT Standard Romanfamily—other than those shown here. AaBbCcDdEeFfGgHhIiJjKkLlMmNnIt is the responsibility of each vendor OoPpQqRrSsTtUuVvWwXxYyZzto purchase the appropriate licensingrights to use these fonts. Italicized Copy – Helvetica Neue LT ItalicNote: The preferred typeface is Helvetica Neue. AaBbCcDdEeFfGgHhIiJjKkLlMmNnHowever, for all PC applications, Arial is the OoPpQqRrSsTtUuVvWwXxYyZzacceptable and preferred font. Legal Copy – Helvetica Neue LT Standard Condensed AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 67

Internal Communications, 1.2 Typography 1.2B Celebratory fontsConsumer and Small Business Celebratory fontsTypography (continued) Alimbar ProCelebratory fonts are used to bring AaBbCcDdEeFfGgHhIiJjKkLlMmNna classic elegance to more formal OoPpQqRrSsTtUuVvWwXxYyZzinvitations and event materials, andto personalize very specific marketing Al mibar Swash 1materials that tie directly to our brand. AaBbCcDdEeF fG gHhIiJ jKkLlMmNnAlmibar is used for formal materials OoP pQ qRrSsTtUuVvWwXxY yZ zwhile Narrative BF is used for moreinformal materials. Narrative BF AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTt UuVvWwXxYyZz 68

Internal Communications, 1.3 Color 1.3A Primary and secondary palettesConsumer and Small Business 1.3B & color conversions Tertiary palette & color conversionsColor

Internal Communications, 1.3 Color 1.3A Primary and secondary palettesConsumer and Small Business and color conversionsColor Primary paletteCore colors are U.S. Bank Blue, Pantone 2748 is known as U.S. Bank Blue and serves as the brand’s foundational color. As such, it shouldU.S. Bank Red and white. Light blue, always deliver a dominant impression over its red counterpart, Pantone 193.green and orange serve as accentcolors. Black will be used primarily for PANTONE PRINT SCREEN WEBlonger blocks of text. 2748 C CMYK: 100/90/0/20 RGB: 12/32/116 #0C2074Tints are allowed. However, gradientsare not allowed. PANTONE PRINT SCREEN WEBDisclosures should be set in a size 193 C CMYK: 0/95/68/11 RGB: 222/22/43 #DE162Band treatment that aligns with currentcompliance rules. Secondary palettePrinting our brand primary color Secondary colors provide additional flexibility and add an element of warmth when bringing the brand toTo accurately reproduce our brand’s life. Our journey line may be produced in any of these colors, but use discretion when applying color toprimary color, U.S. Bank Blue (PMS larger areas. Always ensure that the U.S. Bank Blue has been established first when using this palette.2748 or process equivalent) Pieces of collateral or posters within a broader family of materials, or branded branch environment, are• N ever use a matte or satin varnish on great examples of the brand already being established so that secondary colors may be used more freely. a coated stock. NOTE: Only use large blocks of solid color when visual elements are few. Lead with white as a complimentary color, working in other colors only as needed. Only use one secondary accent color, except when creating charts and graphs.• A lways print U.S. Bank Blue as PMS 2748 when printing on uncoated PANTONE PRINT SCREEN WEB stock on web or offset. 292 C CMYK: 55/16/0/0 RGB: 103/178/232 #67B2E8(The only time you can run processequivalent on uncoated stock is when PANTONE PRINT SCREEN WEByou are printing digital). 362 C CMYK: 75/15/100/0 RGB: 77/156/69 #4D9C45Note: Please refer to actual PANTONE color chipsto accurately match and reproduce U.S. Bank PANTONE PRINT SCREEN WEBConsumer and Small Business colors on the paperstock you are using. The CMYK and RGB formulas 716 C CMYK: 0/65/100/0 RGB: 235/121/35 #EB7923shown here should be used as starting points.Please work with your printers and producers to PANTONE PRINT SCREEN WEBdetermine the correct color for your specific project. 431 C CMYK: 0/0/0/75 RGB: 99/100/102 #636466 PANTONE PRINT SCREEN WEB BLACK CMYK: 100/100/100/100 RGB: 0/0/0 #000000 70

Internal Communications, 1.3 Color 1.3B Tertiary paletteConsumer and Small Business and color conversionsColor (continued) Tertiary paletteWhen creating charts, graphs and Tertiary colors are only used with the corresponding color pairing shown here and should not be used oninfographics that require more their own. The amount of a tertiary color used may not exceed that of its corresponding color.color variation than the primary andsecondary palettes offer, a tertiary PANTONE PANTONE PRINT SCREEN WEBpalette is available. 292 C 7459 C CMYK: 72/9/9/13 RGB: 98/149/177 #6295B1Note: Please refer to actual PANTONE color chipsto accurately match and reproduce U.S. Bank PANTONE PANTONE PRINT SCREEN WEBConsumer and Small Business colors on the paperstock you are using. The CMYK and RGB formulas 362 C 390 C CMYK: 27/0/100/3 RGB: 182/190/52 #B6BE34shown here should be used as starting points.Please work with your printers and producers to PANTONE PANTONE PRINT SCREEN WEBdetermine the correct color for your specific project. 716 C 130 C CMYK: 0/32/100/0 RGB: 233/171/63 #E9AB3FWeb colors PANTONE PANTONE PRINT SCREEN WEBWhen dealing with certain digitaland web applications of the brand, 431 C 429 C CMYK: 21/11/9/23 RGB: 162/170/173 #A2AAADthe web color palette must be used.The web color palette, when applied Metallic PMS colorsconsistently, should effectivelycommunicate our visual brand identity. Metallic PMS colors are to be used for printing purposes only. Do not screen Pantone 8383 orThe U.S. Bank web color palette is Pantone 8001. There is not a CMYK or a RGB equivalent. Metallic PMS colors are not approvedbased on the Corporate Brand color for use in the brandmark.palette. However, in order to adhereto the Web Content Accessibility Metallic PANTONEGuidelines (WCAG), minor adjustments Goldwere made to increase readability and 8383meet screen contrast requirements. MetallicThe web color palette should always Silver PANTONEbe used specifically when dealingwith text and UI elements on digital 8001interfaces. This includes, but notlimited to, all external, secure, and Digital or web color usemobile app environments. Reference the Visual Style, Color section of the U.S. Bank Digital Brand Design System for all digital ADA-approved colors and guidelines. 71

Internal Communications, 1.4 Imagery 1.4A Stylistic guidelinesConsumer and Small Business 1.4B Stocks search tipsImagery

Internal Communications, 1.4 Imagery 1.4A Stylistic guidelinesConsumer and Small BusinessStylistic guidelines Lifestyle photography Do not stage a scene. Portrait photographyLifestyle photography should follow Silhouette photography Do not use an unnatural expression or pose.a documentary approach and feel asif the photographer has stumbled upon Do not capture moments of interaction 73a scenario that’s already taking place. or activity.These moments must be relatable,and represent life in motion and/orsmall milestones.Portrait photography should focuson capturing the subject’s naturalexpression and personality. Body shouldbe aligned towards camera, but head,face and eyes may drift off-camera tocapture moments that feel more likeouttakes than formal portraits.Silhouette photography can be usedwhen highlighting individuals inportrait-like settings. This style shouldnot be used to capture moments ofinteraction or activity, but rather focus oncapturing the subject’s natural expressionand personality. Silhouette photographyshould always be shot on a whiteseamless background. Body should bealigned towards camera, but head, faceand eyes may drift off-camera to captureexpressive moments that feel more likeouttakes than formal portraits.Note: Diversity is important to us and should beconsistently represented in our photography in amanner that feels natural and appropriate giventhe image or series of images needed.

Internal Communications, 1.4 Imagery 1.4A Stylistic guidelinesConsumer and Small BusinessStylistic guidelines Product photography(continued) Do not stage a scene.Product photography should beshown in context of life whenever Branch photographypossible and should match thestylistic approach of lifestyle and Do not take flat shots with no angles.portrait shots, with similar levels ofcontrast and saturation.Branch photography should presentour brick and mortar locations in thebest light possible. Three-quarterangles shot at eye level are best forexterior photographs and create morevisual interest than shots that aretaken directly in front of the building.Interiors should be photographed ina similar fashion and should highlightas much of the branch as possiblein a single shot. In cases wherebranches are small or set withinanother environment, please eliminateall temporary/unnecessary signageso the location feels more open andless cluttered.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. Do not take photographs straight on. Do not have extra signage and desk clutter that can be moved out of the image. 74

Internal Communications, 1.4 Imagery 1.4B Stock search tipsConsumer and Small BusinessStock search tips Lifestyle photography • Happy • Fun • Togetherness • PlayingWhen using stock imagery, it’s • Life • Love • Leisureimportant to accurately represent the • Candid • Moment • HomeU.S. Bank brand. Imagery must reflect • Everydaythe guidelines provided in this document • Laugh • Confidentand should always align with the • Happyphotographic approach outlined for our Portrait photography • Faces • Looking awaymaster brand (see page 40). • Individuality • Portrait • Casual • PerspectiveWe’ve provided keyword • Smile • Gesturesrecommendations to add to your • Grin • Interactionssearching criteria that may aid inthe search process. These aremeant to serve as a starting pointonly. Combinations of these wordsreturn better results than using themindividually. Product photography • Hands • Contemporary • Detail • Candids • Cropped • Humanity 75

w 1.5 Design elements 1.5A Graphic device 1.5B Graphic treatment Internal Communications, 1.5C Iconography Consumer and Small Business 1.5D GraphicsDesignelements

Internal Communications, 1.5 Design elements 1.5A Graphic deviceConsumer and Small BusinessGraphic device Correct usageThe continuous line treatment of the See what’sshield, or journey line, serves as a device possibleto illustrate and highlight key moments inthe customer journey and our supportive, Our preferred use of the shield will highlight moments within Use words and short statements (no more than three lines) within the shield wheninterconnected role. photographs and wrap around simple elements to create photographs are absent. Match line weight to text weight. Copy should be centered dynamic impact and sense of energy. within the shield.The graphic device may be producedin any of the primary or secondary palettes. Incorrect usageDo not alter the shape or proportion of theshield. It should match the U.S. Bankbrandmark.Refer to the Consumer and Small Businessbrand color palette in section 1.3 forspecific color conversion values.Line art strokeWeight: Match thickness of type. If used overphoto and without type, use your best judgment.Cap: Butt capCorner: Miter joinAlign stroke: Align stroke to outside Do not place linear shield art over Nunc augue lorem eficitur Do not create other shapes that photographs without highlighting eu arcu sit amet, laoreet become equal to or more dominant a moment. sodales ex. Etiam sedder than the shield. massa quis tellus imperdi laoreet. Donec in dui nulla pellentesque sagittis ised mauris. Seauctor semper arcu fertum. Do not place large amounts of copy within the shield. 77

Internal Communications, 1.5 Design elements 1.5A Graphic deviceConsumer and Small BusinessGraphic device (continued) Correct usage “Quote here pulvinar venenatisa Personal pharetra. Maecenas a suscipitThe size and scale of the graphic Banking neque. Suspendisse cursusadedevice can vary from document felis finibus. In quis arcu sem.”to document. However, the deviceshould be used more prominently for Title Placed Here 2advertising, branding and collateralpieces, and less prominently for Use the graphic device as a form of authorship when otherpromotional pieces where rates and information is more important.offers take the lead.Never force the device. If it does notfeel like an integrated component ofthe document, use it as a sign-off ornot at all. Use the graphic device prominently when introducing the brand and/or its products. Incorrect usage Do not place photographs in a 78 full shield.

Internal Communications, 1.5 Design elements 1.5B Graphic treatmentConsumer and Small Business LivelihoodGraphic treatment Correct usage The silhouette should always be placed in front of the linearIn special circumstances, we may utilize journey line, unless the line is integrated with the image andsilhouette shots of people to bring a sense wraps it in a unique way.of humanity to our identity and/or linearjourney line. This is also a great way toposition the bank as the behind-the-sceneshero in our customer’s financial journey.This treatment will not take the place of thefull brandmark and will, in most cases, beused in materials and environments wherethe full brandmark is already in play. Incorrect usage Livelihood The silhouette should never cover two or more complete letters of the brandmark. 79

Internal Communications, 1.5 Design elements IconographyConsumer and Small BusinessIconography 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. Internal icons Heart Development Leaf/tree Wellbeing 80

Internal Communications, 1.5 Design elements 1.5C IconographyConsumer and Small BusinessIconography (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. 81

Internal Communications, 1.5 Design elements 1.5D GraphicsConsumer and Small Business Charts IconographyGraphics 32%Graphics are modern, clean anduncomplicated. An intuitive visual 2015language that appeals to a new,younger audience, it does so withoutalienating our current customer base.When infographics are needed,please contact your CorporateDesign team. Infographics Charts/graphics 33% $66M of Americans $48M have a budget $ 32 M in place. $24M 2012 2013 2014 2015 82

Internal Communications, 1.6 Sample workConsumer and Small Business 1.7 ResourcesSample workand resources

Internal Communications, 1.6 Sample workConsumer and Small BusinessSample work About U.S. Bank  |  Customer ServiceTo develop a strong brand presence Searchfor U.S. Bank, it’s critical to maintain aconsistent look and feel. The guidelines Personal | Small Business | Commercial & Governmentlaid out in this document provide the tools Online & Mobile Banking  |  Checking & Savings  |  Credit Cards & Prepaid Cards  |  Mortgage & Refinance  |  Loans & Lines of Credit  |  Investing & Wealth Managementneeded to create all communicationspieces for internal and external purposes Login Login Assistanceacross business lines. The samples on Personal IDthis page are by no means exhaustive, Online Bankingbut demonstrate correct use of the Loginguidelines with a snapshot of the brandbrought to life at various touchpoints. We’re Need online access? Enroll Now. always on the go. Find a Location City, State or Zip Code Mobile Banking Personal Buying Save time, 2.49% Banking a home? bank online. Get a great APR Brochure Find out how much you can borrow. Find the right with flexible card for you. terms. Prequalify Learn More Learn more Learn more Today’s APR Banking Loans + Credit Investing + Wealth Disclosures Rates Home Mortgage....... Low Rates Savings/CDs Mortgage Get Started Retirement Planning Security Home Equity Line Checking Compare Accounts Home Equity Check Rates Real Steps>Retirement®2 Careers of Credit............... as low as 3.99%1 Visa Check Card® Activate Card Credit Card Compare Financial Planning FAQs Auto Loan............. as low as 2.49%1 Online Banking Get a User ID Personal Line of Credit College Savings Privacy Mobile Banking Get the App Auto Loans IRAs Online Tracking/Advertising See all U.S. Bank Product Rates Bill Pay Boat Loans RV Loans Online Investing Open Account Site Map Student Banking Private Banking Accessibility Wealth Management Advisor App Website Welcome Feel at home ATM screen with our mortgage solutions. 84 Loan approval is subject to credit approval and program guidelines. Not all loan programs are available in all states for all loan amounts. Interest rates and program terms are subject to change without notice. Visit usbank.com to learn more about U.S. Bank products and services. Mortgage, Home Equity and Credit products are offered by U.S. Bank National Association. Deposit products are offered by U.S. Bank National Association, Member FDIC. ©2015 U.S. Bank. Point of purchase

Internal Communications, 1.7 ResourcesConsumer and Small BusinessFor questionsContact your identified Corporate Design team.Business to Business: [email protected]: [email protected] Communications & Enterprise-wide initiatives: [email protected] Management & Securities Services: [email protected] 85

Master brandInternal Communications,Consumer and Small BusinessBusiness to Business

Business to Business Contents2.1 Typography 2.3 Imagery 2.5 Sample work2.1A Primary font 89 2.3A Stylistic guidelines 95-96 1052.1B Alternative font and 2.3B Stock search tips 97 2.6 Resources celebratory fonts 90 1062.2 Color 2.4 Design elements2.2A Primary and secondary palettes 2.4A Graphic device 992.2B and color conversions 92 2.4B Tertiary palette and color conversions, 2.4C Use of white space 100 metallic colors and web colors 93 2.4D Iconography 101-102 Graphics 103 87

Business to Business 2.1 Typography 2.1A Primary font 2.1B Alternate font and celebratory fontsTypography

Business to Business 2.1 Typography 2.1A Primary fontTypography Primary fontHelvetica has long been an essential Headlines/Callouts – Helvetica Neue LT Standard Roman (-10 Tracking)part of our brand equity, and its appealis timeless. We’ve revitalized its role in AaBbCcDdEeFfGgHhIiJjKkLlMmNnbrand communications, using it in fresh OoPpQqRrSsTtUuVvWwXxYyZzbut approachable ways to make ourmessage intriguing, inviting and easy Subheads/Captions/Callouts – Helvetica Neue LT Standard Lightto understand. AaBbCcDdEeFfGgHhIiJjKkLlMmNnDo not use typefaces—including other OoPpQqRrSsTtUuVvWwXxYyZzweight ranges within the approved fontfamily—other than those shown here. Note: Highlight callout with color from color palette.It is the responsibility of each vendor Body Copy – Helvetica Neue LT Standard Lightto purchase the appropriate licensingrights to use these fonts. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZzNote: The preferred typeface is Helvetica Neue.However, for all PC applications, Arial is the Italicized Copy – Helvetica Neue LT Light Italicacceptable and preferred font. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Alternate Body Copy – Helvetica Neue LT Standard Thin AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Legal Copy – Helvetica Neue LT Light Condensed AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 89

Business to Business 2.1 Typography 2.1B Alternate font and celebratory fontsTypography (continued) Alternative fontSerif fonts may be used for subheads, Adobe Garamond (Various weights may be used depending on needs.)captions or callouts to provide anadditional means of hierarchy when AaBbCcDdEeFfGgHhIiJjKkLlMmNnlengthy amounts of copy are necessary. OoPpQqRrSsTtUuVvWwXxYyZzOur preferred serif font is AdobeGaramond. Various weights may be Celebratory fontsused depending on need. Times New Alimbar ProRoman may be substituted when usingMicrosoft Office. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZzSerif fonts may also be used for bodycopy when creating documents that are Al mibar Swash 1longer than 10 pages. AaBbCcDdEeF fG gHhIiJ jKkLlMmNnCelebratory fonts are used to bring OoP pQ qRrSsTtUuVvWwXxY yZ za classic elegance to more formalinvitations and event materials, and Narrative BFto personalize very specific marketingmaterials that tie directly to our brand. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTt UuVvWwXxYyZzAlmibar is used for formal materialswhile Narrative BF is used for moreinformal materials. 90

Business to Business 2.2 Color 2.2A Primary and secondary palettes 2.2B and color conversions Tertiary palette and color conversionsColor

Business to Business 2.2 Color 2.2A Primary and secondary palettes and color conversionsColor Primary paletteCore colors are U.S. Bank Blue, Pantone 2748 is known as U.S. Bank Blue and is the brand’s primary color. As such, it should deliverlight blue and gray. A refined yellow, a dominant impression over other colors.green, blue, purple and silver serve asaccent colors. Dark gray (Pantone 431) PANTONE PRINT SCREEN WEBwill be used primarily for longer blocksof text. 2748 C CMYK: 100/90/0/20 RGB: 12/32/116 #0C2074Tints are allowed. However, gradients PANTONE PRINT SCREEN WEBare not allowed. 292 C CMYK: 55/16/0/0 RGB: 103/178/232 #67B2E8Disclosures should maintain a sizeand treatment that aligns with current PANTONE PRINT SCREEN WEBcompliance rules. 429 C CMYK: 38/28/27/0 RGB: 164/169/173 #A4A9ADPrinting our brand primary color.To accurately reproduce our brand’s Secondary paletteprimary color,U.S. Bank Blue (PMS 2748 or process Secondary colors provide additional flexibility and add an element of warmth when bringing the brandequivalent) to life. Discernment should be used when applying the secondary palette to large blocks of solid color.• N ever use a matte or satin varnish on Always ensure that the U.S. Bank Blue has been established first when using this palette. Pieces of collateral or posters within a broader family of materials, or branded branch environment, are great a coated stock. examples of the brand already being established so that secondary colors may be used more freely.• Always print U.S. Bank Blue as PMS NOTE: Only use large blocks of solid color when visual elements are few. Lead with white as a complimentary color, working in other colors only 2748 when printing on uncoated stock as needed. Only use one secondary accent color, except when creating charts and graphs. on web or offset. PANTONE PRINT SCREEN WEB(The only time you can run processequivalent on uncoated stock is when 7555 C CMYK: 13/30/95/0 RGB: 224/176/48 #E0B030you are printing digital). PANTONE PRINT SCREEN WEBNote: Please refer to actual PANTONE color chips toaccurately match and reproduce U.S. Bank Business 383 C CMYK: 23/0/100/27 RGB: 159/169/69 #9FA945to Business colors on the paper stock you are using.The CMYK and RGB formulas shown here should be PANTONE PRINT SCREEN WEBused as starting points. Please work with your printersand producers to determine the correct color for your 442 C CMYK: 42/20/33/0 RGB: 152/178/169 #98B2A9specific project. PANTONE PRINT SCREEN WEB N/A CMYK: 37/70/7/17 RGB: 143/88/138 #8F588A PANTONE PRINT SCREEN WEB 431 C CMYK: 0/0/0/75 RGB: 99/100/102 #636466 92

Business to Business 2.2 Color 2.2B Tertiary palette and color conversionsColor (continued) Tertiary paletteWhen creating charts, graphs and Tertiary colors are only used with the corresponding color pairing shown here and should not be used oninfographics that require more their own. The amount of a tertiary color used may not exceed that of its corresponding color.color variation than the primary andsecondary palettes offer, a tertiary PANTONE PANTONE PRINT SCREEN WEBpalette is available. 7555 C 7751 C CMYK: 0/5/67/26 RGB: 194/182/97 #C2B661Note: Please refer to actual PANTONE color chips toaccurately match and reproduce U.S. Bank Business PANTONE PANTONE PRINT SCREEN WEBto Business colors on the paper stock you are using.The CMYK and RGB formulas shown here should 383 C 7492 C CMYK: 14/0/59/9 RGB: 206/213/131 #CED583be used as starting points. Please work with yourprinters and producers to determine the correct PANTONE PANTONE PRINT SCREEN WEBcolor for your specific project. 442 C 441 C CMYK: 23/0/12/14 RGB: 178/201/198 #B2C9C6Web colors PANTONE PANTONE PRINT SCREEN WEBWhen dealing with certain digitaland web applications of the brand, N/A N/A CMYK: 20/40/5/10 RGB: 182/145/177 #B691B1the web color palette must be used.The web color palette, when applied Metallic PMS colorsconsistently, should effectivelycommunicate our visual brand identity. Metallic PMS colors are to be used for printing purposes only. Do not screen Pantone 8383 orThe U.S. Bank web color palette is Pantone 8001. There is not a CMYK or a RGB equivalent. Metallic PMS colors are not approvedbased on the Corporate Brand color for use in the brandmark.palette. However, in order to adhereto the Web Content Accessibility Metallic PANTONEGuidelines (WCAG), minor adjustments Goldwere made to increase readability and 8383meet screen contrast requirements.The web color palette should always Metallic PANTONEbe used specifically when dealing Silverwith text and UI elements on digital 8001interfaces. This includes, but notlimited to, all external, secure, and Digital or web color usemobile app environments. Reference the Visual Style, Color section of the U.S. Bank Digital Brand Design System for all digital ADA-approved colors and guidelines. 93

Business to Business 2.3 Imagery 2.3A Stylistic guidelines 2.3B Stock search tipsImagery

Business to Business 2.3 Imagery 2.3A Stylistic guidelinesStylistic guidelines Interior corporate photography Do not use staged or cliché scenes. Exterior corporate photographyWe’ll feature clients within a bright and Portrait photography Do not use extreme angles.modern corporate culture. Honest, candid,inclusive, diverse, approachable and genuine, Do not use images that look like 95with ample white space. Never posed or formal portraits.staged, but candid and spontaneous, likea moment in time.Corporate photography provides a visualmeans for us to communicate the idea of“big business” quickly. Exterior shots shouldcapture corporate business in a broadercontext, shown from eye level as much aspossible and avoiding extreme angles whichtend to make shots feel overwhelming andopportunities less attainable. When anglesare used, allow for one or two sides of thephoto to remain open to eliminate the feelingof constraint. Interior shots should follow adocumentary approach, feel relatable andrepresent business in motion—as if thephotographer has stumbled upon a scenariothat’s already taking place.Portrait photography should focus oncapturing the subject’s natural expression andpersonality. Body should be aligned towardscamera, but head, face and eyes may driftoff-camera to capture moments that feel morelike outtakes than formal portraits.Note: Diversity is important to us and should be consistentlyrepresented in our photography in a manner that feels natural andappropriate given the image or series of images needed.

Business to Business 2.3 Imagery 2.3A Stylistic guidelinesStylistic guidelines (continued) Product photography Do not use images that are unapproachable. Equipment photography Do not feature the equipment.Product photography can be utilizedto provide visual cadence and should be Do not isolate the equipment.the approach utilized to feature productwhen necessary. Lower angles and tightercrops will help the viewer focus on what’simportant. The presence of humanity willmake these shots more relatable.Equipment photography should beshot in context of use rather than asan isolated or featured product. Whenpossible, include humanity to add warmthand make the photograph more relatable.Perpendicular angles (to the camera)are best and will keep shots dynamicand engaging. Exceptions to this stylemay be made based on the businessneed. Contact your Corporate Designteam for additional direction. 96

Business to Business 2.3 Imagery 2.3B Stock search tipsStock search tips Corporate photographyWhen using stock imagery, it’s important • Business • Contemporary • Full-lengthto accurately represent our brand. Imagery • Conversationsmust reflect the guidelines provided in this • Candid • Collaborate • Workingdocument and should always align with • Conference roomthe photographic approach outlined for our • Corporate • Brightmaster brand (see page 40). • Confident • Modern • White space • HappyWe’ve provided keyword recommendations • Looking awayto add to your searching criteria that may Portrait photography • Facesaid in the search process. These are • Individuality • Perspectivemeant to serve as a starting point only. • Portrait • Casual • GesturesCombinations of these words return better • Smile • Interactionsresults than using them individually. • Grin Product photography • Hands • Contemporary • Detail • Candids • Cropped • Humanity 97

Business to Business 2.4 Design elements 2.4A Graphic device 2.4B Use of white space 2.4C Iconography 2.4D GraphicsDesignelements

Business to Business 2.4 Design elements 2.4A Graphic deviceGraphic device Correct usageThe overlapping shields serve as a visual Government Banking  |  Volume 12, Issue 3representation of U.S. Bank as aconsistent, stable resource/partner for Todaycorporate clients operating within complexenvironments. Wholesale Type may be placed within the Banking & shield shapes, but copy shouldShields are cropped in interesting ways Commercial be kept to a minimum.and nod to the master brand without being Real Estatetoo overt. Use two overlapping shields to create energy and a dynamic Photography is allowed within the heavily cropped shapes that nod to theThe graphic device may be produced impact. Always use one linear shield and complement it with brandmark. However, full shields should not be used as the design then becomesin any of the primary and secondary another shield that is either linear or solid. too overt and dilutes our brandmark and identity.palettes. Incorrect usageRefer to the Business to Businessbrand color palette in section 2.2 forspecific color conversion values.Line art strokeWeight: Thickness of the line may vary basedon application and scale. The preferred ruleis to match the thickness of the line to theheadline type when the graphic device is usedin conjunction with words or short phrases.Increase its weight (up to 2x the headline type)when used with long headlines to ensure that theshield carries a sense of visual strength. If usedover photo and without type, use yourbest judgment.Cap: Butt capCorner: Miter joinAlign stroke: Align stroke to outside Do not use more than two shields as the graphic Do not use a single Do not place photographs in a 99 becomes too complex and distracting. or double solid shield. full shield.

Business to Business 2.4 Design elements 2.4B Use of white spaceUse of Correct usage Incorrect usagewhite space IPnublitceSecrtonr ational BankingWhite space or “negative space” isan essential element in print and web Morbi lacus magna, condi mentumme et euismod et, efficitur eget velit. Ut iaculis lectus at placerat malesuada. Donec eget nequecommunications. White space serves eget dui aliquam congue. Sed at ipsum risus. Curabitur at erat viverra, facilisis nunc quis, rutrum neque. Ut egestas, diam vitaea purpose in supporting the visual sollicitudin gravida, erat neque mollis neque, eget interdum arcu magna interdum nibh. Suspendisse dui nibh, porttitor lacinia erosintegrity of a layout, creates a feeling id, feugiat eleifend leo. Aliquam malesuada mi id mauris efficitur, a varius massa convallis. Donec malesuada varius turpis vitaeof sophistication and allows for better accumsan. Interdum et malesuada fames ac ante ipsum primis in faucibus.legibility. White space also helpscommunicate what is most important Nam at aliquet dolor, nec convallis sie mauris. Curabitur finibus rutrum feu giat. Sedand guides the reader through content. pretium ac risus ac pell ente esque. Nulla molestie sapien et ligu la maximus, feugiat Sed libero sem, lacinia at vulputate sed, pulvinar id sapien. Integer euism od interdum risus. Vivamus a erat nec augue cursus vehicula at at sem. Sed venenatis mollis finibus. Sed sit amet magna non magna condi men tum iaculis. Donec id eleifend leo. Maec enas tincidunt laoreet elit et varius. Sed volutpat odio vel vestibulum tincidunt. Donec et ipsum laoreet, ultricies nisi eu, mattis arcu. Nam mollis ante convallis massa rhoncus, vel lobortis lectus placerat. Sed et lectus sed est ultrices feugiat in eget nibh. Suspendisse porta orci in nisi dignissim commodo. Vestibulum sagittis in massa id sodales. Fusce in lorem ac ex vulputate. Morbi lacus magna, condi mentumme et euismod et, efficitur eget velit. Ut iaculis lectus at placerat malesuada. Donec eget neque eget dui aliquam congue. Sed at ipsum risus. Curabitur at erat viverra, facilisis nunc quis, rutrum neque. Ut egestas, diam vitae sollicitudin gravida, erat neque mollis neque, eget interdum arcu magna interdum nibh. Suspendisse dui nibh, porttitor lacinia eros id, feugiat eleifend leo. Aliquam malesuada mi id mauris efficitur, a varius massa convallis. Donec malesuada varius turpis vitae accumsan. Interdum et malesuada fames ac ante ipsum primis in faucibus. usbank.com/federal Curabitur ullamcorper, augue sodales rhoncus lacinia, mi tellus consectetur mauris. 100