Dow Chemical Brand Book

DOW RESTRICTED Brand guidelines DOW Diamond and brandline - usage guidelines www.brand.dow.com February 2021 - Version 2.2

Contents DOW RESTRICTED The DOW Diamond Color versions Overview 3 Logo with brandline 13 One Dow brand strategy 4 Logo application Specifications Examples 14 Clearspace and small sizes 5 Misuse 5 Avoiding brandline in text Background control 6 Examples 15 Background misuse 7 Legal considerations 8 Contact us Brandline Brand team 16 Overview 9 Clearspace and small sizes 9 Logo with brandline Overview 10 Brandline misuse 10 Brand-led: logo-brandline relationships 11 Brandline-led: logo-brandline relationships 12 IMPORTANT INFORMATION REGARDING THE DOW DIAMOND: As our focus at Dow becomes more digital, we have realigned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color. Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 2

The DOW Diamond logo DOW RESTRICTED Overview The most important and distinctive element of our visual identity is the Full-color Dow Red logo One-color black logo DOW Diamond logo. The Diamond represents our brand strategy; using it consistently builds equity and brand recognition. Our DOW Diamond logo consists of three elements always used as a unit: the symbol, the logotype and the trademark. symbol is the red Diamond, the logotype is our company name in white text and the trademark is the standard registered trademark symbol. We have three logo color schemes to support a range of production needs. Full-color Dow Red logo One-color reverse logo Use the full-color Red logo is always preferred and should be used whenever possible. It is designed to work on most backgrounds. The Dow logotype MUST BE WHITE to ensure contrast and legibility. One-color black logo When the full-color logo isn’t applicable, such as when printing in grayscale, use this logo. The Dow Red logo is always the preferred logo, when possible. One-color reverse logo When the full-color logo doesn’t provide enough contrast and legibility, such as on a complicated background, use this logo. You may reverse the Dow logotype over a solid background color when printing limitations dictate, for example on a promotional items. Any third party use of the DOW Diamond requires legal approval from the Dow trademark department. IMPORTANT INFORMATION REGARDING THE DOW DIAMOND: As our focus at Dow becomes more digital, we have realigned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color. Do not copy logos directly from these guidelines. Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos. Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 3

One Dow brand strategy DOW RESTRICTED Clear space and small sizes Our brand strategy and investments are focused on strengthening and supporting One Dow brand. As a result, all of our individual initiatives 1/2 X = clear space benefit from a single strong brand reputation and high credibility, without the additional costs needed to establish individual brands. To preserve the impact of the DOW Diamond logo, it is only used to identify X Dow as a complete enterprise, and is not placed in close proximity to other words, logos or messages. This ensures that our iconic logo remains a timeless, powerful identifier of Dow and of all we achieve. Clear space To ensure the optimum legibility of the logo, maintain ample clear space around NOTE: The DOW Diamond used with the with the notch configuration is no longer for general use, but limited to Dow it. The minimum recommended clear space is one-half the height of the DOW signage and other special brand applications upon approval Diamond, represented at right by the white area surrounding the Diamond. Do not place the brandline, type or graphic elements within this clear space. Using the logo at small sizes The DOW Diamond: words in text To maintain brand integrity, be sure that the logo stays legible when small. Whenever we talk about the DOW Diamond in text, the word DOW Best practice is to review the logo in real-world media, such as in a printed is always in ALL Caps, and the word Diamond is initial capped. test and on-screen at various screen resolutions. Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 4

Dow logo specifications DOW RESTRICTED Clear space and small sizes Logo misuse Ensuring consistent use of our logo is a crucial part of building brand equity. In protecting the logo, there are several things you need to avoid. We are excited to partner with Dow and Liby to take a step further in creating awareness of the benefits Business Name Product Name Tagline Lock-up Solutions for human progress of recycling. Don’t lock-up the Dow Diamond Don’t lock-up the Dow Diamond Don’t use or create tagline lock-ups Don’t create lock-ups to the DOW Diamond logo without Don’t use the DOW Diamond logo with business names. logo with product names. to the Dow Diamond logo. Taglines Brand approval. The only lockup permitted is with the Seek logo as a word. should be treated as text headlines Together brandline and must be used per master files. or text subheadlines. TAGLINE LOGO Don’t use or create internal Don’t use or create Don’t use or create tagline logos. Don’t use or create internal Don’t use or create Don’t use or create tagline logos. initiative logos. product logos. Taglines should be treated as text initiative logos. product logos. Taglines should be treated as text headlines or text subheadlines. headlines or text subheadlines. Don’t use the DOW Diamond to identify Don’t place the word “DOW” Don’t use the Dow Diamond Don’t alter the logotype inside the Don’t add drop shadows to Don’t use the 1-color black DOW fleet vehicles, such as tractor-trailers, in a shape or design element other in repetition as a pattern. DOW Diamond logo. the DOW Diamond logo. Diamond logo for color printing. tank cars, shuttle vehicles or rolling than the official Dow Diamond. stock carrying hazardous materials. Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 5

Background control DOW RESTRICTED The DOW Diamond should be placed on backgrounds that provide sufficient legibility. The examples at right show a variety of acceptable background scenarios. Use these as a guide when choosing a solid color, photographic or texture background. On Dow Slate Gray at 100% On a photograph in an area On a photograph with a dark that is not so busy it detracts background from the logo 80% 60% On a texture where the On a texture where the background has sufficient background has sufficient 40% contrast with the logo contrast with the logo 20% Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center. 10% On white Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 6

Background misuse DOW RESTRICTED These exhibits demonstrate a few common misuses of the DOW Diamond on backgrounds, none of which are ever acceptable. Do not choose a background that is very Do not add a gradient to a background in Do not allow the background to show Do not use a background that is not in our similar in color to the DOW Diamond. place of using a colorized brand texture. through the logotype on the Dow Red color palette. Diamond logo. On the Red Diamond, the type must always be white. Do not place the DOW Diamond on a busy Do not use the black DOW Diamond when Do not use the black DOW Diamond on Do not use the reverse DOW Diamond background that compromises legibility. color is available. a photograph. Only place it on a solid on a photograph. Only place it on a solid background in one color applications. background. Exceptions may be made for the DOW watermark in video applications. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 7

DOW Diamond legal considerations Notice of ownership External use All trademarks receive a “notice” of ownership. A “notice” is a sign post staking Use of the DOW Diamond (by non-Dow companies and/or non-Dow out a claim of ownership to a mark. Primary forms of notice are: organizations) requires a trademark agreement between The Dow Chemical • The symbol (™), used to designate a product trademark. Company and the external using party. This agreement is initiated by Dow’s Trademark & Copyright Department. For further information, • The symbol (®), used to designate the DOW Diamond. consult with Dow’s Trademark & Copyright Department at (989) 633-4113 The use of the symbol (®) and footnote reference (®Trademark of The Dow (e-mail [email protected]). Chemical Company) is required to use with the DOW Diamond. Legal entities Use of the Register Symbol with the DOW Diamond Not all Dow legal entities (subsidiaries and joint ventures) are authorized to use When using the register ® symbol with the DOW Diamond, the symbol must the DOW Diamond, although exceptions will be considered where appropriate. be shown in the same color as the Diamond. For further clarification, consult with Dow’s Trademark & Copyright Consult individual sections within Dow’s Brand Guidelines for the preferred Department at (989) 633-4113 (e-mail [email protected]). treatment in most end-use applications. This information is available on dow.com at http://www.dow.com/about/corpid/corpid.html. For more information on legal considerations For additional information about the proper use of the DOW Diamond, please consult the Dow Corporate Brand Team (e-mail: [email protected]) or Dow’s Trademark & Copyright Department at (989) 633-4113 (e-mail: [email protected]). Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 8

The brandline DOW RESTRICTED Overview The DOW Diamond can appear alone, or with our brandline Seek Together™. Brandline Our brandline: • Represents our call to action as a continuous quest to collaborate, look forward and find opportunities to innovate. • Works across our business. We are finding a better way to work, using digitalization, top talent (through Diversity & Inclusion), and solutions created with and for our customers. • Reflects our focus on engaging with customers. The visual duality of the two words suggests a conversation and partnership. • Signals our commitment to building the future of Dow with others. h clear space Clear space To ensure the legibility of the brandline, maintain ample clear space around it. h h The minimum recommended clear space equals the height of the letter “h”. Note that the clear space height doesn’t include the descender of the “g”. Do h not place the Dow logo or any type or graphic elements within the clear space. Using the brandline at small sizes • For printed matter, the minimum recommended width is 1 inch. • For digital applications, be sure to maintain legibility across screen sizes. • Best practice is to review the brandline in real-world media, such as in a printed test and on-screen at various screen resolutions. 1” As with the DOW Diamond, the Seek Together™ typography is customized Minimum width for printed matter for Dow and should never be recreated. Always use artwork from the master brandline files. NOTES: As with the DOW Diamond, the Seek Together™ typography is customized for Do not copy logos directly from these guidelines. Dow and should never be recreated. Always use artwork from the master brandline files. Always use the approved digital artwork files available The Seek Together brandline can be used alone when in context to a Dow event/material, from the Brand Center. or can be used as a lockup with the DOW Diamond as described on the following pages. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 9

Logo with brandline usage DOW RESTRICTED Brand-led and brandline-led usage When using the brandline along with the DOW Diamond, select the lockup Brandline misuse based on your use context. Here are guidelines to inform your selection. Brand-led Ensuring consistent use of our logo is a crucial part of building brand equity. In protecting the logo, there are several things to avoid. More examples of logo Use this lockup in more formal situations when raising brand awareness is a misuse are covered in detail in the Brand Center. priority for Dow or when you want to reinforce that the communication comes from Dow. Examples include customer-facing materials, static advertising and our website. Brandline-led Use this lockup for more informal types of communications where the Dow brand does not need to be emphasized. Examples include employee-focused communications and materials used internally. Do not alter the brandline Do not rearrange the elements of any logo with brandline lockup Primary use: Limited use: Brand-led logo lockup Brandline-led logo lockup Toge Seek ther Do not alter the colors of the brandline Do not distort the logo or brandline in any way Our brandline is the only acceptable lockup with the DOW Diamond. See section on brandline for more information. Any other requests for lockup with the DOW Diamond Do not copy logos directly from these guidelines. is on a case-by-case basis. Always use the approved digital artwork files available from the Brand Center. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 10

Brand-led: Logo with brandline relationships DOW RESTRICTED These primary-use lockups show commonly used proportions and arrangements of the DOW Diamond with the brandline. These examples are meant to provide a starting point for your communication. Be sure to include sufficient clear space around any lockup. Vertical, centered, large brandline Vertical, left-aligned Horizontal, vertically centered X 1/2 X X X minimum 1/2 X 1/2 X between = X minimum minimum 1/2 X 1/2 X Horizontal, shared hangline 1/2 X Vertical, centered, small brandline X minimum between = X X Horizontal, shared baseline 1/2 X minimum 1/3 X X 1/2 X minimum between = X NOTE: The top three primary-use brand-led lockup Do not copy logos directly from these guidelines. configurations are pre-configured as master files and Always use the approved digital artwork files available are available from the Dow Brand Team. from the Brand Center. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 11

Brandline-led: Logo with brandline relationships DOW RESTRICTED These limited-use lockups show commonly used proportions and arrangements of the brandline with the DOW Diamond when the brandline is the dominant voice. These examples are meant to provide a starting point for your communication. Be sure to include sufficient clear space around any lockup. Contact the Brand Team for usage guidance. Vertical, centered, large Diamond Vertical, left-aligned, large Diamond Horizontal, vertically centered X 1/2 X 1/2 X minimum 1/2 X 1/2 X between = 2X minimum minimum X X Vertical, centered, small Diamond Vertical, left-aligned, small Diamond X X X X minimum minimum X X Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 12

Logo with brandline color versions DOW RESTRICTED Lockups of the logo with brandline have four primary color versions: Full-color positive lockup One-color positive lockup Full-color positive One-color black positive Full-color reverse One-color reverse These examples show the DOW Diamond and brandline lockup in each color version. For ADA compliance, always ensure that there is sufficient contrast with Also acceptable on a very light gray background Use the one-color black positive lockup only in the background for legibility. instances where one-color printing is indicated. For more information, see ADA Compliance information in the typography section of the Brand Center. Full-color reverse lockup One-color reverse lockup Use only over 100% Slate Gray only when the word Use the one-color reverse lockup only in instances “Together” will be displayed at 18pt /24px or larger. where one-color printing is indicated, or when needed for ADA compliance. Exception for horizontal lockup and when required in small type sizes for ADA compliance Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 13

Logo application DOW RESTRICTED Examples on promotional items Merchandise and promotional items can effectively showcase the Dow brand. Always select quality materials when creating branded items. Well-constructed items convey Dow’s dedication to quality and have greater brand impact by lasting longer. Choosing the appropriate logo, scale and clear space will help ensure that an item reflects our brand. Always insist on premium reproduction techniques from high-quality vendors. A pre-production proof will confirm that the item can be made as designed. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 14

Avoid using the brandline in text DOW RESTRICTED Always avoid using the words “Seek Together” set in your text. UPM BIOFUELS CIRCULATE CAPITAL IMPROVING ROADS WITH RECYCLED PLASTIC Working with our partner UPM, Dow is turning a waste residue from Circulate Capital is an impact-focused investment management firm Asia, Europe, Africa, North America, Latin America – these regions face paper production into naptha, creating an alternative and renewable dedicated to financing innovation, companies and infrastructure that different challenges. One thing they have in common? Infrastructure can feedstock for plastics production. This waste product comes from prevent the flow of plastic waste into the world’s ocean while advancing be improved. That’s why Dow is working with partners around the world sustainably managed forests - extracted as a residue when separating the circular economy. to make polymer-modified asphalt roads with recycled plastic. wood fiber for pulp production. Unlike other alternative renewable feedstocks, no extra land resources are required and there is no Dow is investing in Circulate Capital’s Roads built from recycled plastic are often more resistant to corrosion competition with the human food chain. This approach is reducing CO Ocean Fund – the first fund and incubator preventing ocean plastic. and can reduce potholes and traffic jams. Additionally, tons of plastic 2 emissions by more than 50% when compared to standard fossil derived is being diverted from landfills for the projects. And this is just the start; PE resins and the polymers produced as a result are helping packers GLOBAL PLASTIC ACTION PARTNERSHIP with our partners, we’re working toward safer, more sustainable roads. and converters to meet their sustainability goals. The Global Plastic Action Partnership (GPAP) is driven by the World SEEK TOGETHER DOW TECHNOLOGIES Economic Forum and funded by the governments of Canada and the U.K., along with Dow and other global brands. The partnership aims to Recycling for a Change has created a training, professional development Dow offers products to support the recycling of previously hard to fast-track a circular economy by evaluating viable solutions to reduce and strategic support model that is enabling waste picker cooperatives recycle products, for example, with the use of RETAIN™ Polymer plastic pollution, prioritize these solutions for investment opportunities in Brazil to become more sustainable and profitable, while providing the Modifier multi-layer barrier films can be recycled. Dow’s work in this area and develop a roadmap for implementation. highest quality materials to enhance the plastics recycling value chain. is broadening the mix of plastic waste that can be recycled and allowing recyclers to enhance the quality and therefore value of the recycled The GPAP translates commitments into local action and supports Dow’s Alongside partners Boomera and Avina, Recycling for a Change material and end-use application. commitment to a circular economy for plastic by showing how business, represents an opportunity to support local entrepreneurism and communities and government can redesign the global “take-make- economically empower individuals, families and communities. By Dow is passionate about advancing recycling capabilities. We design dispose” economy as a circular one. developing a role-model initiative that can be implemented with products for recyclability. We innovate recycling technologies. We find cooperatives, this project will generate sustainable income for hundreds new ways to incorporate recycled content into the resins we sell. All to of families across the waste management value chain in Brazil. increase the amount of plastic recycled and reused worldwide. Do use Seek Together™ only as Do not insert the brandline artwork file Do not alter the fonts within copy to mimic approved brandline artwork. into body copy or headlines. the Seek Together™ artwork files. NOTE: Certain brand approved exceptions will be made for our Digital spaces such as Dow Connect. Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us Dow brand summary v2.2 | February 2021 15

Contact us DOW RESTRICTED Reach out to us with any questions or for help using these brand guidelines. Brand Team Email: [email protected] Contents | The DOW Diamond | Brandline | Logo and brandline together | Contact us ®™Trademark of The Dow Chemical Company (“Dow”) or an affiliated company of Dow Dow brand summary v2.2 | February 2021 16