OUR TRADE ADVERTISING Examples of our trade advertising. Our advertising is one of our most powerful and effective tools. Because it is one of the most visible communications that we produce, it must be consistent in tone, theme and graphic style. low vis The advertising we produce must also be flexible enough to accom- modate a wide array of content and creative intent across Honeywell. These examples demonstrate how our advertising should look and feel. Several key design elements make our advertising proprietary to us. The difference between passengers arriving on 1. Our name and our logo. schedule or late, or on-time cargo and day-late cargo, is the Honeywell Digital Head-Up Display system.The Digital HUD system improves operations 2. Honeywell Red, the color of our logo. by reducing take-off and landing minima on those days when the weather just will not cooperate . 3. Our use of typography and our color palette. 4. Our proprietary graphic elements—the Honeywell logo and the Global Arc. 5. The unique shape we use to crop our images (created by the Honeywell’s Digital HUD is the leading edge in high performance flight guidance systems, delivering the highest level Global Arc) of safety to airline operations. For further information, call 1-877-484-2979. Outside the U.S.A. call +1 602-436-0272. 6. Our photographic style. Our photography is bold, sophisticated and aesthetically dramatic, dif- ferentiating us from our competitors and engaging our audience. The Global Arc is a powerful, yet simple proprietary element that symbolizes our global perspective. The clean white space is airy and bright, allow- ing for both the greatest amount of legibility and maximum impact for our logo. Simple, bold headlines are honest and engaging. All of these elements combine to create clear, brand-centric, strategic communications across a broad range of themes and subjects help- ing us engage our audiences. 25