Comcast Brand Book

V 1.0 | JULY 2017 OUR BRAND

3 7 12 22 23 24 26 27 30 31 32 33 34 WHO WE ARE WRITING LIKE US OUR LOOK OUR BRAND ELEMENTS TOOLKIT LOGO COLOR PHOTOGRAPHY TYPOGRAPHY GRAPHICS ICONOGRAPHY MOTION MUSIC LETS GET STARTED 2 Our Brand | V 1.0 Comcast Spotlight

This is what we look like, write like, and sound like. These guidelines reflect what we stand for and what makes us different. WHO WE ARE

BRINGING BRANDS AND AUDIENCES TOGETHER THROUGH THE POWER OF PREMIUM VIDEO AND ADVANCED ANALYTICS OUR PURPOSE Why we do what we do Our Brand | V 1.0 Comcast Spotlight 4

OUR COMMITMENTS WE KNOW YOU AND WE LISTEN Serving clients with the same attention and care that we bring to our advertising solutions, tailoring how we collaborate to connect their brands to the right audience in the right way. This might sound like Count on our partnership every step of the way. Tell your brands story exactly how you want. Introduce your brand to the people wholl love it. This might sound like Engage beyond the screen to build relationships that last. Win the crowd and win the people youre trying to reach. Get attention where it matters with better data and technology. This might sound like Work with a leader who has a history of changing the game. Upgrade the ways in which your audiences engage across screens. Show up everywhere your audiences are watching video. WE KNOW YOUR AUDIENCE Building bonds through broad- and targeted-reach solutions that work, from awareness to consideration, bolstered by advanced technology and smarter data and analytics. WE KNOW THE BUSINESS Continuing our legacy of breakthrough advertising innovation across screens, following audiences where they go to deliver video everywhere. What we do OUR KEY ASSETS What we deliver BEST-IN-CLASS SERVICE End-to-end collaboration and personal attention, serving as true partners DATA-ENABLED AUDIENCE DELIVERY Unmatched planning and reporting tools PREMIUM VIDEO CONTENT ACROSS ALL DEVICES Top-quality, engaging content with proven audience appeal This might sound like Work closely with us from start to finish. This might sound like Start smart and stay smart with planning and reporting tools. This might sound like Make your mark with content that people love. 5 Our Brand | V 1.0 Comcast Spotlight

DESIGN PRINCIPLES How we express ourselves UNDERSTANDING THE INS & OUTS As experts in what we do, we do our best to break down information so that people can easily access what they need and discover the things they want. Were Rigorous Analytical Meticulous REVELING IN THE MOMENT Were in the business because we love everything entertainment. We draw people in and highlight the moments that people will want to remember. Were Fresh Modern Fun HELPING YOU STAY SMART If theres a way to help people get something or take the next step, were right there. Our goal is to engage and keep engaging. Were Intuitive Active Dynamic Reach your customers where they're already engaged Join a new wave of video advertising. Capture your customers attention and share your message where, when, and how theyre watching todays best content. SEE HOW YOUR STORY. YOUR AUDIENCE. YOUR WAY. 6 Our Brand | V 1.0 Comcast Spotlight

Our communications tell a story and a big part of that story is driven by the words that we use. This section outlines some writing best practices that we can use anytime, for any piece. These writing tactics and their illustrative examples link directly back to our brand platform so how we talk and what we talk about will reflect who we are. WRITING LIKE US

Our brand voice drives Our messaging drives OUR BRAND VOICE How we want people to feel What we want people to know We view brand voice as the expression of our personality. These guidelines introduce our unique voice and outline ways in which we can use our design principles to bring our voice to life in our communications. 8 Our Brand | V 1.0 Comcast Spotlight

UNDERSTANDING THE INS AND OUTS By cutting through the clutter and distilling details into clear, interesting takeaways, we say what people actually want to hear and what they need to know in the simplest way possible. Were rigorous STAY FOCUSED We make sure the communication as a whole highlights and supports the central message. Find your main message and bring it to the top The fewer topics, the better! This might sound like Powerful data and great video come together in ad plans that boost your business. This wont sound like Partner with unparalleled analytics, geographically targeted messages, and cutting-edge technologies. This might sound like Jump into TV everywhere with more local reach and screen time. This wont sound like With more networks and programs across more screens in all formats, Premium Digital TV from Comcast Spotlight makes our goal of TV everywhere a reality for local advertisers across neighborhoods. This might sound like Heres video at a glance: 5.5: How many hours the average adult spends watching video each day This wont sound like The average adult in the U.S. spends 5.5 hours watching video each day, and Comcast customers spent more than 3 billion hours watching XFINITY On Demand in 2015. Were analytical KEEP IT CONCISE There are a million ways to say something, but we opt for the clearest. Cut out details that arent relevant in the moment Try communicating in fewer words Were meticulous BREAK IT DOWN We draw our readers to the most important or most interesting aspects of a communication. Create information hierarchy Use bullet points or lists to simplify complicated content 9 Our Brand | V 1.0 Comcast Spotlight

REVELING IN THE MOMENT We capture the readers attention and then hold it. By writing like we would talk to a friendly acquaintance, we make our communications human, engaging, and memorable. Were fresh NAIL THE FIRST IMPRESSION Our headlines should grab the readers attention and share a key benefit. Write more evocative headlines Keep functional language in the subhead or body copy This might sound like We play across the map. This wont sound like A wide range of popular networks across the U.S. This might sound like We place ads only during video content that resonates with you and your customers. This wont sound like Our proprietary 14-point quality checklist ensures that videos are brand-safe and high-caliber. This might sound like Ready for game day? Set your brand up for the perfect play. This wont sound like Turn your marketing game plan into a TOUCHDOWN! with sports fanatics. Were modern READ IT OUT LOUD We relate to readers by talking like a person and using words that everyone knows. Write it like you would say it Use clear, descriptive language and avoid jargon Were fun LET YOUR HAIR DOWN Not only do we talk like a person, we talk like a person whos cool because we are! Use a relevant turn of phrase to sound more approachable Crack a light joke if the timing feels right 10 Our Brand | V 1.0 Comcast Spotlight

HELPING YOU STAY SMART We match our voice to audience needs. That means that our Twitter tone isnt always the same as our product description tone. We share content to keep our audiences engaged and the conversations going. Were intuitive TALK AT EYE LEVEL We meet our audiences where they are, flexing our tone to meet their needs and expectations. Adjust levels of enthusiasm and sophistication, depending on audience Embrace the second person (you, yours) This might sound like Were here to turn your brand into a local household name. This wont sound like Comcast Spotlight offers vital brand awareness for local advertisers. This might sound like Ready to build your plan? Lets get started. This wont sound like Find the advertising solution thats right for your business. Learn more. This might sound like Great video gets people talking. When the timings right, join the conversation. This wont sound like Effective video generates social conversation and increases Web traction. Your brand can keep the convo going and gain presence. Were active INSPIRE WHATS NEXT We let our natural excitement shine through to prompt engagement. Avoid the passive voice Give clear calls to action and provide next steps to continue the conversation Were dynamic CHANGE UP THE PACE Predictable writing patterns can make us sound institutional, so we mix it up. Use elements like contractions, casual asides (like this), and rhetorical questions Vary sentence length and structure 11 Our Brand | V 1.0 Comcast Spotlight

When it all comes together, our materials look like theyre from one cohesive, compelling brand. OUR LOOK

VIDEO Brand and product videos We share these videos on our website to show new and potential clients the amazing difference that we can make for them. Note: Make sure all art and music rights are fully secured for an external audience. Spotlight sizzle videos We use our sizzle videos to build excitement around our brand at all events, including presentations and summits. Client sizzle videos We use these videos to show our clients that we get them, their business, and their opportunity. 13 Our Brand | V 1.0 Comcast Spotlight

COLLATERAL We keep communications concise and clear, focusing on the most relevant topics and bringing forward the most important points. Our Brand | V 1.0 Comcast Spotlight 14

COLLATERAL Our clear information hierarchy helps create intuitive layouts. We break down the complex and highlight the most important for an impactful, quick get. 15 Our Brand | V 1.0 Comcast Spotlight

We're here to help you turn your brand into a local household name. Make NFL season your next big play. Get in the middle of the action and reach your customers where theyre already locked in. SOCIAL MEDIA On social media, we promote who we are and engage with the world. Whether were highlighting one of our key offerings or relating to a timely, relevant event or conversation, we dial up our voice and present lifestyle imagery. Our Brand | V 1.0 Comcast Spotlight 16

PRESENTATIONS We craft narratives that capture our audiences attention. By avoiding slides with dense text and incorporating photography and other visuals where possible, we make our content more memorable. We want our visual pacing to feel dynamic and energetic. Our Brand | V 1.0 Comcast Spotlight 17

CO-BRANDED When cobranding, we use photography from the customer brand to show that we understand their business needs and expectations. LET'S DRIVE SALES WHY COMCAST SPOTLIGHT? Hundreds of account executives across 80 markets to support MOPAR + = Strong relationships with FCA dealers and all 9 FCA business centers Your built-in dealer distribution channel ENGAGE WITH CAR BUYERS ON MORE SCREENS 75% search online after a TV ad 2 82% search for cars on their computers 2 42% search for cars on their smartphones while at a dealership 4 35% search for cars on their tablets 3 Sources: 1 2015 New Auto Shopper Study JD Power; 2 Automotive Buyer Influence Study: IHS Auto Driven by POLK. POLK more people who see a TV commercial will go to their iPad to see the dealership website 2013; 3 The 2015 New Auto Shopper Study : IHS Automotive-driven by POLK & AutoTrader.com ; 4 DeLancey , Rich. Team Velocity Marketing. "January 19, 2016: 5461-308. Digital Dealer 20 Conference Recordings. THERE'S MORE ROOM TO GROW 18 Our Brand | V 1.0 Comcast Spotlight

POSTER We make photography the hero to elevate real, human moments. For a fresh, modern look, consider less predictable angles and crops that create active compositions. Our Brand | V 1.0 Comcast Spotlight 19

EMAIL fi                                                                                                                                                                    SEE HOW YOUR STORY. YOUR AUDIENCE. YOUR WAY. We keep communications short, to-the-point, and actionable. A strong call to action is key to continuing the conversation. 20 Our Brand | V 1.0 Comcast Spotlight

EMAIL We think about how viewers will experience each communication and optimize for the device they will be using to read it. Be sure to make all emails responsive. EMAIL Our Brand | V 1.0 Comcast Spotlight 21

Lets take a close look at our brand elements. OUR BRAND ELEMENTS

TOOLKIT Each element in our toolkit helps express our brand. Our identity toolkit includes a variety of flexible elements that together create a distinct and ownable expression. 33% Smart TV GOTHAM ABCDEFGHIJ abcdefghij 1234567890 Logo Photography Graphics Iconography Color Type 33% Smart TV PREMIUM DIGITAL VIDEO TRENDS IN ENT PREMIUM DIGITAL TV 23 Our Brand | V 1.0 Comcast Spotlight

LOGO Our logo is the simplest and most recognizable representation of our brand. To ensure its impact, give the logo plenty of clear space and place it on a quiet background. We use our full-color logo on white or light backgrounds. We use our reversed logo on photography or dark backgrounds for a clean, modern expression. Our Brand | V 1.0 Comcast Spotlight 24

REVEAL LOGO ANIMATION When animating our logo, we keep it bold and simple. Simple Use a quick fade to bring the logo into the frame. Reveal Leverage a rotation of the O in Spotlight when coming into the frame. SIMPLE 25 Our Brand | V 1.0 Comcast Spotlight

SUGGESTED COLOR PALETTE Color says a lot about a company. Our color palette is bold and modern. Most of our color comes from our choice of imagery. We then use our secondary colors to accent headlines, charts, graphs, and infographics. Choose one or two secondary colors per layout to highlight key facts and benefits for our customers. When pairing a secondary color with an image, consider the most complementary combination. PRIMARY SECONDARY ORANGE R: 232 G: 119 B: 34 C: 0 M: 63 Y: 92 K: 0 #E87722 PMS 158C WHITE R: 255 G: 255 B: 255 C:0 M:0 Y:0 K:0 #FFFFFF BLACK R: 0 G: 0 B: 0 C:0 M:0 Y:0 K:100 #000000 GREEN R: 132 G: 189 B: 0 C: 57 M: 0 Y: 100 K: 0 #84BD00 PMS 376C BLUE R: 123 G: 164 B: 219 C: 58 M: 25 Y: 0 K: 0 #7BA4D8 PMS 659C LIGHT GRAY R: 217 G: 217 B: 214 C: 4 M: 2 Y: 4 K: 8 #D9D9D6 COOL GRAY 1C CRANBERRY R: 188 G: 32 B: 75 C: 0 M: 100 Y: 63 K: 12 #BC204B PMS 7636C GOLD R: 234 G: 170 B: 0 C: 0 M: 30 Y: 100 K: 0 #EAAA00 PMS 124C DARK BLUE R: 0 G: 97 B: 127 C: 100 M: 18 Y: 12 K: 52 #00617F PMS 7707 26 Our Brand | V 1.0 Comcast Spotlight

LIFESTYLE PHOTOGRAPHY Our lifestyle photography elevates real, human moments. Lifestyle photography creates a powerful emotional connection. We use bold perspectives and framing to show our focus. We use depth of field and asymmetrical compositions to allow for copy space. Depth of field creates room for copy. Unexpected cropping reflects our analytical approach. Real people and moments show authenticity. Warmth and sunlight add energy. Asymmetrical compositions create dynamic layouts. Copy space leaves room for headlines. Were Rigorous Analytical Meticulous Were Fresh Modern Fun Were Intuitive Active Dynamic 27 Our Brand | V 1.0 Comcast Spotlight

LIFESTYLE PHOTOGRAPHY Our range of image treatments creates a distinct photography style for our brand. We show sunlight and warmth in all of our hero images. We add a light purple glow to mimic a lens flare. We use our blue overlay lightly throughout presentations to call attention to a new section or highlight an important point. A layer of white may be added over an image when the image is being used as background for content. The image may be used in grayscale if it works better for the content being placed over the image. For supporting visuals, we can blur an image (or part of one) so that content can sit on top. FILTER BLUE OVERLAY WHITE/GRAY OVERLAY BLUR AFTER BEFORE 28 Our Brand | V 1.0 Comcast Spotlight

PRODUCT PHOTOGRAPHY Our product photography is crisp and dynamic. Products should be well-lit and photographed straight on or from angles of perspective for a dynamic approach. Our Brand | V 1.0 Comcast Spotlight 29

TYPOGRAPHY Our primary typeface, Gotham, is modern, clean, and simple just like us. Using our typeface consistently strengthens our communications by giving them a distinctive, easily recognizable visual style. Several weights of Gotham are available to provide flexibility. When we cant use Gotham, we use Arial as our default system font. GOTHAM BOLD GOTHAM MEDIUM GOTHAM BOOK GOTHAM LIGHT Our Brand | V 1.0 Comcast Spotlight 30

GRAPHICS THE POWER OF PREMIUM THE LATEST 3 BILLION PREMIUM DIGITAL TV VIDEO AT A GLANCE PLAY INDUSTRY TRENDS PLAY Our cursor graphic activates primary messages and nods to our analytical approach. The cursor graphic is a simple, yet flexible, graphic device that can be used across communications. To maintain its impact, use the cursor graphic only for key pieces of information. 31 Our Brand | V 1.0 Comcast Spotlight

ICONOGRAPHY Our icons are simple, visual messages. We use iconography as a visual shorthand or representation of simple objects or actions. We use a simplified line-work icon style to align with our clean and modern aesthetic. 63 millon U.S. adults watch original digital video monthly JUMP INTO TV EVERYWHERE WITH MORE LOCAL REACH AND SCREEN TIME 5.5: HOW MANY HOURS THE AVERAGE ADULT SPENDS WATCHING VIDEO EACH DAY 5+ hours 10+ hours 20+ hours 53% INTERNET USAGE 35% 13% 2 in 3 Have watched programming across multiple devices in the past month Our Brand | V 1.0 Comcast Spotlight 32

MOTION We use video to bring our content to life and tell engaging stories. Consider these examples when making a video. Were Rigorous Analytical Meticulous Were Fresh Modern Fun Were Intuitive Active Dynamic For example: We reveal text with our cursor graphic to suggest precision. Movements and transitions are timed to audio, showing our attention to detail. For example: We think about new and exciting ways to tell stories and keep content engaging. Animations are quick and fluid. Movements can incorporate a subtle bounce before settling in place to add energy. For example: Transitions reveal content through dynamic transitions that go beyond just a simple cut or fade. (though there is a place for these, too) We favor clever, simple animations over grandiose, complicated ones. 33 Our Brand | V 1.0 Comcast Spotlight

MUSIC When our audience watches a video, what they hear is half the experience. Music is key to our videos. Take the time to carefully consider the use of voice, music, and sound effects and the role that each element plays in telling your story. The genre will vary between projects; consider the chart at right for the qualities that we seek to have in the music used in our videos. Sentimental Ambient Smooth Groovy Melancholic Quirky Edgy Progressive Discordant Relentless Acoustic Upbeat Spacious Melodious Inspirational LIGHT HEAVY SLOW FAST

WERE HERE TO HELP For advice, brand approval, or questions, contact: [email protected]