Aetna Brand Book

Aetna l ogo u sage guidelines September 2019 Aetna.com

Aetna.com Logo Our logo is central to our brand. It represents who we are, what we do and what we believe in. Our logo combines the CVS Health heart icon with the wordmark, signifying the strength of the two combined companies — an exciting change for health care. Usage The re designed logo: • Incorporates a CVS Health heart icon in Aetna’s primary color violet to reflect Aetna’s important role in the CVS Health enterprise • Demonstrates the enterprise commitment to transform health care • Is a symbol of our enterprise-wide purpose of helping people on the path to better health • Is now only available in two colors — violet and white • A black logo is available ONLY for black-and-white printed materials Aetna.com ©2019 Aetna Inc. XX.XX.XXX.X (X/19)

Aetna.com Logo Key principles Our logo must be right aligned at the bottom on all Aetna communications, with exceptions for digital and mobile technical limitations only. Violet is our lead brand color. It should be exclusively used for all business- and operational-related items and materials. Aetna in text When writing the company name, we spell it with an initial capital letter (“A”). The company name is always written as “Aetna.” Aetna in foreign language translation We don’t translate the company name into foreign languages. The company name is always written as “Aetna.” Examples include brochures, flyers, postcards and posters. XX.XX.XXX.X (X/19) aetna.com Subhead bold Subhead light Headline Headline Aetna is the brand name used for products and services provided by one or more of the Aetna group of subsidiary companies, including Aetna Life Insurance Company and its affiliates (Aetna). . ©2019 Aetna Inc. XX.XX.XXX.X (X/19) aetna.com Additional copy A XX.XX.XXX.X (X/19) aetna.com Subhead bold Headline Subhead bold Subhead light Body headline Body copy ui invenima qui cones dolum, iminctu saperoratin exped moditia sed ma que doluptur, cones et quaspienda perorepero magnatam as ent eum unt provit, sit ut ulloreni nus et evellate de nitiis iderum faceat abo. Bus de mo ommodit magnati dollorat. Body copy ui invenima qui cones dolum, iminctu saperoratin exped moditia sed ma que doluptur, cones et quaspienda perorepero magnatam as ent eum unt provit, sit ut ulloreni nus et evellate de nitiis iderum faceat abo. Bus de mo ommodit magnati dollorat. Body headline Body copy ui invenima qui cones dolum, iminctu saperoratin exped moditia sed ma que doluptur, cones et quaspienda perorepero magnatam as ent eum unt provit, sit ut ulloreni nus et evellate de nitiis iderum faceat abo. Bus de mo ommodit magnati dollorat. Body copy ui invenima qui cones dolum, iminctu saperoratin exped moditia sed ma que doluptur, cones et quaspienda perorepero magnatam as ent eum unt provit, sit ut ulloreni nus et evellate de nitiis iderum faceat abo. Bus de mo ommodit magnati dollorat. XX.XX.XXX.X (X/19) aetna.com Headline Aetna.com

Aetna.com Logo Digital position Left alignment is necessary to ensure brand visibility on any device. Examples include email and websites. . Enter value-based care Rather than focusing on the quantity of care, the value-based model focuses on quality. The model pays for treatments and services that lead to better health outcomes and a personalized experience for patients. Our approach can help: Provide integrated care Improve the health of individuals Reduce health care costs We're working together with providers to deliver   care at lower costs. With our team-oriented approach, we keep your healthy employees well, and help those who are sick manage their health. We’re moving beyond sick care. It just makes sense. So take a peek at our approach in action. Learn more Trouble viewing this?   Read this email online . Bene fi t driven headline Despite skyrocketing health care costs in this country, we still experience a lower quality of health than most other developed countries. Despite skyrocketing health care costs in this country, we still experience a lower quality of health than most other developed countries. Aetna is the brand name used for products and services provided by one or more of the Aetna group of subsidiary companies, including Aetna Life Insurance Company and its a ffi liates (Aetn a). This message is for informational purposes only, is not medical advice and is not intended to be a substitute for proper medical care provided by a physician. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna ® plans, refer to aetna.com . Help/contact us: If you have any questions, please contact us . You are receiving this because you have elected to communicate with Aetna through email. If you no longer wish to receive these particular messages via email, you may unsubscribe at any time. We are located at 151 Farmington Avenue, Hartford, CT 06156. Privacy Statement | Terms of Use | Privacy Information | Member Disclosure ©2019 Aetna Inc. XX.XX.XXX.X   (X/XX) . Aetna Better Health AetnaBetterHealth.com Enter value-based care Rather than focusing on the quantity of care, the value-based model focuses on quality. The model pays for treatments and services that lead to better health outcomes and a personalized experience for patients. Our approach can help: Provide integrated care Improve the health of individuals Reduce health care costs We're working together with providers to deliver   care at lower costs. With our team-oriented approach, we keep your healthy employees well, and help those who are sick manage their health. We’re moving beyond sick care. It just makes sense. So take a peek at our approach in action. Learn more Trouble viewing this?   Read this email online . Going the extra distance for health Despite skyrocketing health care costs in this country, we still experience a lower quality of health than most other developed countries. Despite skyrocketing health care costs in this country, we still experience a lower quality of health than most other developed countries. Aetna is the brand name used for products and services provided by one or more of the Aetna group of subsidiary companies, including Aetna Life Insurance Company and its a ffi liates (Aet na). This message is for informational purposes only, is not medical advice and is not intended to be a substitute for proper medical care provided by a physician. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna ® plans, refer to aetna.com . Help/contact us: If you have any questions, please contact us . You are receiving this because you have elected to communicate with Aetna through email. If you no longer wish to receive these particular messages via email, you may unsubscribe at any time. We are located at 151 Farmington Avenue, Hartford, CT 06156. Privacy Statement | Terms of Use | Privacy Information | Member Disclosure ©2019 Aetna Inc. XX.XX.XXX.X   (X/XX)

Aetna.com Logo Mega brand When the logo is the only asset, it should be centered and focal. Examples include signage and billboards.

Aetna.com Logo Specs Keep the logo clear of competing text, images or graphics by maintaining the minimum amount of clear space, which is equal to the height of the “t” in Aetna. Keep the logo legible by always using the wordmark at sizes greater than 0.105” for print and 16px for digital applications. Please note: The small-scale logo trademark (TM) symbol is larger in proportion to the Aetna wordmark so that it remains legible at smaller sizes. “t” HEIGHT “t” “t” Print Minimum size for regular use 0.209” / 5.31mm Minimum size for small use 0.105” / 2.67mm Digital Minimum size for regular use 27px Minimum size for small use 16px

Logo Aetna Foundation The Aetna Foundation has its own logo, due to its unique tax and legal status. Except for the logo, the Aetna Foundation follows all other Aetna design standards and guidelines (for example, font, use of color and photography). Logo color We only use violet for the Aetna Foundation logo color (or a white logo on colored backgrounds). A black logo should be used on black-and-white printed materials. Clear space Keep the logo clear of competing text, images and graphics by maintaining the minimum amount of clear space, which is equal to the height of the “t” in Aetna. “t” HEIGHT “t” “t” Print Minimum size for regular use 0.44” / 11.176mm Minimum size for small use 0.28” / 7.11mm Digital Minimu m size for regular use 69px Minimum size for small use 43px Aetna.com