Kroger Brand Book

This document is for the sole use of the intended recipient(s) and may contain information that is confidential and protected by law from unauthorized disclosure. Any unauthorized review, use, disclosure or distribution is prohibited. Logo Standards Guide Vendor Edition Vol. 5.0 U P D AT E D 11. 0 6 . 2 019

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 2 3. Our Brand Expression Our Logo Specifications 4. Logotype Construct Clear Space 5. Minimum Size 6. Logo Color 7. Incorrect Uses 8. Endorser Specifications 9. The Kroger Co. Family of Stores 10. Typography 11. Contact Information Table of Contents

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 3 Our Brand Expression As a brand whose goal is to make freshness accessible to all, our brand expression should reflect that goal with a friendly, approachable and uncomplicated look, tone and feel. We are the opposite of the highfalutin’ foodie brand. Instead, our brand is a relatable and witty friend who understands our lives and our personality quirks and offers us solutions we actually like and need. Our new visual identity is the perfect synergy of our contemporary brand’s present and past. The new logotype is designed based on what Kroger needs today, while still retaining the recognizable and signature ligatures of the original version. Because of the logo’s impact on customer perceptions of Kroger, strict adherence to the established specifications is necessary to maintain the consistency of its appearance and usage. Reproduction of the Kroger logo must always be done using Corporate-approved artwork. The logo may not be redrawn, changed or distorted and cannot be reproduced using conventional type faces. The Registered Trademark symbol ® is incorporated into the design of the Kroger logo, in the correct position and size that is appropriate for most applications. However, if the Kroger logo is greatly increased or decreased in size, the ® registration declaration should be scaled accordingly. Our Logo Specifications

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 4 Logotype Construct The updated logo is carefully constructed to maintain ownable characteristics while allowing for perfect legibility at any size, on any application. Clear Space To ensure the optimum legibility of the logo, we need to protect its perimeter. Clear space is equal to the height of the “K” curve, as shown. Do not place other logos, type or graphic elements within the clear space indicated in the diagram.

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 5 Minimum Size To ensure legibility, we have set the minimum sizes for the reproduction of our logo. Do not use our logo smaller than the minimum size. To ensure legibility, we have set the minimum sizes for the reproduction of our logo. Do not use our logo smaller than the minimum size. Minimum Size Large Print Large Digital Medium Digital Small Digital 1.25 in 80 px Medium Print 0.75 in 45 px Small Print 0.5 in 30 px Brand Standards Manual Logotype 14 2019

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 6 Kroger Logo Used for all vendor-owned and Kroger communications. The logo should always appear in Kroger blue (Pantone 2728C). The logo may be reversed in white as necessary. The logo should never be placed over a color that does not provide enough contrast. If the logo must be placed over a color other than Kroger Blue, this application should be approved by your Kroger Marketing partner. PMS 2728C C100, M82, Y6, K0 R8 G73 B153 #084999 KROGER BLUE Logo Color Kroger blue has been the signature color of the brand throughout our history. It represents the knowledge, security, heritage and trust that our brand offers.

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 7 Incorrect Uses Our logo must always be used consistently. The logo should not be misinterpreted, modified, or added to in any way. Do not alter the logo in any way. Its orientation, color and composition should remain as indicated in our guidelines. Our logo must always be used consistently. The logo should not be misinterpreted, modified, or added to in any way. Do not alter the logo in any way. Its orientation, color and composition should remain as indicated in our guidelines. Incorrect Uses Do not distort or warp the logo in any way. Do not apply a gradient to the logo. Do not apply shadows to the logo. Do not rotate or skew the logo. Do not change the typeface. Never add other graphics or type to the logo. Never use anything but the approved colors of the logo. Do not outline or create a keyline around the logo. Do not place the logo over colors that do not provide enough contrast. Brand Standards Manual Logotype 35 2019 LOREM IPSM DOLOR Our logo must always be used consistently. The logo should not be misinterpreted, modified, or added to in any way. Do not alter the logo in any way. Its orientation, color and composition should remain as indicated in our guidelines. Incorrect Uses Do not distort or warp the logo in any way. Do not apply a gradient to the logo. Do not apply shadows to the logo. Do not rotate or skew the logo. Do not change the typeface. Never add other graphics or type to the logo. Never use anything but the approved colors of the logo. Do not outline or create a keyline around the logo. Do not place the logo over colors that do not provide enough contrast. Brand Standards Manual Logotype 35 2019 LOREM IPSM DOLOR Our logo must always be used consistently. The logo should not be misinterpreted, modified, or added to in any way. Do not alter the logo in any way. Its orientation, color and composition should remain as indicated in our guidelines. Incorrect Uses Do not distort or warp the logo in any way. Do not apply a gradient to the logo. Do not apply shadows to the logo. Do not rotate or skew the logo. Do not change the typeface. Never add other graphics or type to the logo. Never use anything but the approved colors of the logo. Do not outline or create a keyline around the logo. Do not place the logo over colors that do not provide enough contrast. Brand Standards Manual Logotype 35 2019 LOREM IPSM DOLOR Do not use uapproved fonts or placement when using endorser. Do not use old versions. Do not apply a gradient to the logo. Do not distort or warp the logo in any way. Do not apply shadows to the logo. Do not rotate or skew the logo. Never add other graphics or type to the logo. Never use anything but the approved colors of the logo. Do not place the logo over colors that do not provide enough contrast Do not change the typeface. Do not outline or create a keyline around the logo. Available at Available at

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 8 “Available at” is the preferred wording to denote that a product can be found at a Kroger store. If a product is new to the market and has never been offered elsewhere, or if it is being offered at Kroger for the first time, “New at” may be used instead of “Available at.” If a product can only be found at Kroger and nowhere else, “Exclusively at” may be used instead of “Available at.” abc ABC 123 ITC Avant Garde Gothic Std Bold This easy-to-read, sans serif typeface works well across all media platforms and applications. “Available at,” “New at” and “Exclusively at” should be in ITC Avant Garde Gothic Std Bold, and centered above the logo. This is an exception to the logo clear space rule. The Kroger logo should be located in the lower right-hand corner of the layout. Kroger recognizes that some layouts may require alternative placement of “Available at,” “New at” and “Exclusively at” (e.g. to the left of the logo), or alternative placement of the logo within the layout (e.g. in the bottom left-hand corner). These layouts will be reviewed for approval on a case-by-case basis by the Kroger Creative Department. The width of “Available at” or “Exclusively at” should equal the width of the word “Kroger” in the logo when at 100%. Available at Available at Available at Exclusively at Exclusively at New at New at Endorser Specifications

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 9 To achieve a unified look across Kroger’s family of stores, we recommend using the knockout version of each store’s logo. For clear visibility of the logo collection, use a color-blocked background. The Kroger Co. Family of Stores

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 10 Typography Our primary typeface is called ITC Avant Garde Gothic Std Bold, and it should be used for all our brand communications. This simple, clean, easy-to-read font lets us communicate clearly with our customers. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() ITC Avant Garde Gothic Std Bold ITC Avant Garde Gothic Std Bold. Headline Our primary typeface is called ITC Avant Garde Gothic Std, and it should be used for all our brand communications. This simple, clean, easy-to-read font lets us communicate clearly with our customers. We utilize three different weights of our type for all brand communications. Typography Aa Brand Standards Manual Typography 64 2019

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 11 Kroger Creative Toolkit To receive the creative assets (downloadable art files), contact Kroger Marketing. You will be sent an email with instructions for a secure Internet link to easily download this material. Contact Information For general marketing questions: Amber Burkhart 513-762-7075 amber.burkhart@kroger.com For creative/design questions: Lauren Summe 513-762-4837 lauren.summe@kroger.com

CONFIDENTIAL Kroger Brand Guidelines - For approved Kroger vendor use only 12