Lowe's Brand Book

VISUAL STANDARDS GUIDELINES JULY 2015 Visual Standards Guidelines

VISUAL STANDARDS GUIDELINES JULY 2015 STANDARD LOGO 1.0 Corporate Logo • Horizontal Logo PMS 280 and PMS 3005 • Vertical Logo PMS 280 and PMS 3005

VISUAL STANDARDS GUIDELINES JULY 2015 LOGO GUIDELINES • Whenever the logo is placed over an image, moving footage, or a solid color, the white outline version must be used. 1.1 Corporate Logo DON’T For Vendor Signs, don’t use the Lowe’s pagoda logo.

VISUAL STANDARDS GUIDELINES JULY 2015 TYPOGRAPHY GUIDELINES • Font weight and point size is determined by signage dimensions and viewing distance. Judge accordingly. 2.0 • For more condensed spaces, use Avenir Next Condensed. Corporate Avenir Light Font ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz “Avenir“, meaning Avenir Roman “the future” in French, ABCDEFGHIJKLMNOPQRSTUVWXYZ is a highly legible and abcdefghijklmnopqrstuvwxyz th versatile 20 Century Avenir Medium font, suitable for both ABCDEFGHIJKLMNOPQRSTUVWXYZ text and headline use. abcdefghijklmnopqrstuvwxyz Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

VISUAL STANDARDS GUIDELINES JULY 2015 Aa The use of text and imagery on signage in Lowe’s 12 pt. type for packaging, pricing & tear pads stores should adhere to the following requirements: • Communicate in a succinct and direct man- ner. Most customers are shopping for specific Aa items and do not have time to read an excessive amount of text. 20 pt. type for text at eye level • Keep product explanations simple, avoid industry 2.1 jargon, and use imagery that supports your text. Be certain the information is applicable to the Font Size Aa customer. • Choose images that maintain a high standard of 48 pt. type on signs above 5'-0" & below 7'-0" quality and clarity and include diverse people and environments. See Content Management Guide- lines for more details. • Describe the primary features and benefits of Aa product categories. Provide the information necessary for our customers to make an informed 48 pt. type on signs above 5'-0" & below 7'-0" buying decision. • Provide detailed descriptions on packaging or brochures rather than signage. Most customers want information quickly and will not spend time poring over lengthy explanations. Messaging Aa must catch a person’s eye within 5 seconds. • Avoid wide paragraphs or lines of copy. Remem- 60 pt. type for headers above 7'-0" ber that your display signage, packaging, and brochures all work together to communicate your message to customers. Below is a table of production processes and the recommended image resolution at finished size: Process Minimum Resolution Required Screen Printing: 55 lpi 110 dpi Screen Printing: 65 lpi 130 dpi Screen Printing: 75 lpi 150 dpi Screen Printing: 85 lpi 170 dpi Aa Offset Printing: 150 lpi 300 dpi Digital Printing: Varies widely depending on output 150 pt. Type for overhead display panels device – contact your source for minimum resolution above 10'-0" guidelines.

VISUAL STANDARDS GUIDELINES JULY 2015 ZONE 1 | High Level Navigation Reserved for department wayfinding from a maximum distance. ZONE 2 | Mid Level Navigation Reserved for wayfinding within aisle. ZONE 3 | Eye Level Navigation 2.2 Text Reserved for close-up viewing of specific product information, Legibility pricing, inspiration and operational policy. B ZONE 1M in. 200pt. at 15 ft. Keep it simple. B M in. 150pt. at 10 ft. ZONE 2B M in. 60pt. at 7 ft. B M in. 48pt. on signage between 5 and 7 ft. ZONE 3B M in. 20 pt. type for text at eye level 20 ft + 3 - 4 ft

New Blue K 2 New Blue 0 2 34 Y K ANTONE 3005 P M Y 0 100 34 C PMS 3005 VISUAL STANDARDS GUIDELINES C 100 M JULY 2015 CORPORATE BLUE – PMS 280 *ALL VENDOR INFORMATION SHOULD USE Corporate Blue K 18 PREDOMINATLY PMS 280 BLUE. 0 72 Y ANTONE 280 P M C 100 This is Lowe’s Corporate Colour used in the Lowe’s Pagoda. Communicate information regarding company Corporate UNIVERSAL services, policies, product information and Vendor Blue 18 partnerships. K 0 Y PMS 280 alue Red M 72 V K 3 C 100 • Product Cards, Bay Universals 92 Y ANTONE 186 P 100 M • Lowe’s Service Offerings, Register Shields C 12 3.0 • Cash Desk Decals ellow alue Y Colour V K 0 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor SECONDARY BLUE – PMS 3005 ellow Palette alue Red Y V 0 K K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 M 100 C Direct and guide customers to various areas and ellow C 12 Contractor Y CURTAINS product departments. 23 1 K 0 91 Y ANTONE AND BLINDS P 23 • Category Banners • Product Locators M C 0 • Uprights, Aisle • Front End Signage, Violators Enter/Exit, Washrooms New Blue K 2 New Blue 0 2 34 Y K ANTONE 3005 P M Y 0 100 34 C PMS 3005 C 100 M Corporate Blue New Blue 0 K 18 New Blue 72 Y 0 K 2 ANTONE 280 2 P M 34 Y K ANTONE 3005 P 100 M Y 0 C 100 34 C PMS 3005 C 100 M CORPORATE BLUE PMS 280 AND SECONDARY BLUE PMS 3005 Corporate Blue 18 K 0 Y PMS 280 alue Red M 72 V K 3 C 100 The 2 blues can be used in conjunction when com- Corporate Blue 92 Y 18 ANTONE 186 P 100 K M 0 C 12 72 Y municating both Directional and Product or Service ANTONE 280 P M C 100 Information. The usage ratio should be determined by Corporate the amount of directional information versus the product New Blue Blue New Blue or service content. 0 K 2 2 ellow 34 Y 18 K ANTONE 3005 K P M 0 Y 0 alue Y 100 Y 34 V C PMS 280 PMS 3005 alue Red K 0 M 72 M V 100 K 3 C 100 C 100 Y ANTONE YELLOW 109 P 10 92 M Y 0 ANTONE 186 P 100 C M C 12 Contractor ellow alue Red Y V 0 K K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 Corporate Blue M 100 C C 12 0 K 18 ellow 72 Y ANTONE 280 ellow P M Contractor Y C 100 alue Y V 23 1 K 0 0 91 K Y 100 ANTONE Y P ANTONE YELLOW 109 P 23 M 10 0 M C 0 C Corporate Contractor Blue ellow alue Red Y V K 18 0 0 K K 3 Y Y 91 PMS 280 M 72 PMS 123 alue Red 92 23 V Y 100 0 M PMS 186 92 K 3 M 100 C C Y C 12 ANTONE 186 P 100 ellow M C 12 Contractor Y23 1 K 0 91 Y ANTONE P 23 M C 0 ellow alue Y V K 0 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor ellow alue Red Y V 0 K K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 M 100 C ellow C 12 Contractor Y23 1 K 0 91 Y ANTONE P 23 M C 0

New Blue K 2 New Blue 0 2 34 Y K ANTONE 3005 P M Y 0 100 34 C PMS 3005 C 100 M Corporate Blue K 18 0 72 Y ANTONE 280 P M C 100 Corporate Blue 18 K 0 Y PMS 280 alue Red M 72 V K 3 C 100 92 Y ANTONE 186 P 100 M C 12 VISUAL STANDARDS GUIDELINES VALUE CUE & PRICING JULY 2015 Communicate and trigger the customer of any value and price offerings. ellow alue Y V K 0 • Price Match Messaging 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor • SALE Signage ellow alue Red Y • Lowe’s LOWER PRICE V 0 K K 3 Y 91 • Bulk Buy PMS 123 92 23 Y 0 M PMS 186 M 100 C ellow C 12 Contractor Y23 1 K 0 91 Y ANTONE P 23 M 3.1 C 0 Colour NAILED DOWN PRICE Palette New Blue K 2 New Blue 0 2 34 Y K ANTONE 3005 P M Y 0 100 34 C PMS 3005 C 100 M Corporate Blue K 18 0 72 Y CLEARANCE ANTONE 280 P M C 100 Corporate Blue 18 CLEARANCE K 0 Y PMS 280 alue Red M 72 V K 3 C 100 92 Y ANTONE 186 P 100 M C 12 New Blue K 2 New Blue ellow 0 2 alue Y 34 Y K V ANTONE 3005 P M 0 Y 0 100 K 34 C PMS 3005 100 M Y ANTONE YELLOW 109 P 10 C 100 M C 0 CREDIT Contractor ellow alue Red Y V 0 K K 3 Y 91 PMS 123 92 23 Y 0 M days PMS 186 M 100 C 12 4 Corporate Blue C onLy! ellow 18 JuLy 31-august 3 0 K usE youR LowE’s 72 Y ConsuMER CREdIt CaRd ANTONE 280 P M Contractor Y23 asK FoR C 100 1 K 0 91 Y ANTONE % P 23 M * C 0 10oFF youR PuRChasE no MInIMuM PuRChasE REquIREd Corporate oR * * s h t n o M t s E R E t n I Blue o n . S H T N O M 8 1 N I H T I W L L U F N I D I A P F I S T N E M Y A P Y L H T N O M M U M I N I M . D E R I U Q E K 18 8R 1 d E R I u q E R E s a h C R u P 0 M u M I n I M 9 9 2 Y $ PMS 280 alue Red M 72 Offer applies to everything on your single receipt in-store purchase of $299 or more made on your Lowe’s Consumer V K 3 C 100 Credit Card. Valid In-Store Only. Offers cannot be combined. Some exclusions apply. 92 Y ANTONE 186 P 100 M C 12 ellow alue Y V K 0 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor ellow alue Red Y V 0 K K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 M 100 C ellow C 12 Contractor Y23 1 K 0 91 Y ANTONE P 23 M C 0

New Blue K 2 New Blue 0 2 34 Y K ANTONE 3005 P M Y 0 100 34 C PMS 3005 C 100 M Corporate Blue K 18 0 72 Y ANTONE 280 P M C 100 Corporate Blue 18 K 0 Y PMS 280 alue Red M 72 V K 3 C 100 92 Y ANTONE 186 P 100 M C 12 VISUAL STANDARDS GUIDELINES CONTRACTOR SERVICES JULY 2015 Messaging regarding the Lowe’s Contractor Services and/or offerings. In conjunction with 100% BLACK, this ellow is the approved colour palette for Contractor Services, alue Y V K 0 100 Y CAP, Business Credit and Offerings. ANTONE YELLOW 109 P 10 M C 0 BUSINESS Contractor CREDIT 1 2 3 4 5 6 7 8 9 10 11 12 • Contractor Services Sign ellow * alue Red Y % • Business Credit Signage V 0 5 OFF K K 3 Y 91 PMS 123 92 23 Ask for 5% off with Y 0 M PMS 186 Lowe’s Business Credit M 100 C EVERYDAY C 12 *Subject to credit approval. Some exclusions apply. See store associate or credit promotion disclosures for details. ® Ask for 5% Off Your Lowe’s Commercial Credit Account Purchase* ® ® *Ask for 5% off your single-receipt in-store purchase of any in-stock or Special Order merchandise charged to your Lowe’s Business Account or Lowe’s Accounts Receivable. Not valid on sales via Lowes.ca, Lowes.com, previous sales, purchase of services or gift cards. Offer cannot be used in conjunction with any coupon, instant savings or rebates on kitchen cabinets, Lowe’s employee discounts, Lowe’s low price guarantee, Lowe’s Volume Pricing Program or Lowe’s National Accounts Volume Pricing Program. Offer must be requested at ® the time of purchase. We reserve the right to discontinue or alter these terms at any time. Offer is subject to credit approval by GE Money in Canada. Excludes Lowe’s Consumer Credit ® ® ® Card, Lowe’s Project Card Accounts, and all Lowe’s US Credit products. ©2013 by Lowe’s . All rights reserved. Lowe’s and the gable design are registered trademarks of LF, LLC and ellow used under license by Lowe’s Companies Canada, ULC. Contractor Y23 New Blue K 2 New Blue 1 0 0 2 K 34 Y K 91 ANTONE 3005 Y P M Y 0 ANTONE P 23 100 34 M C PMS 3005 C 0 C 100 M 4.0 Colour COMMERCIAL SERVICES Corporate Blue Commercial Services manage large business accounts 0 K 18 72 Y managed outside of the store environment which would ANTONE 280 P M Palette & C 100 include sales to national companies, government agen- Corporate cies, builders etc. y Blue e Logos for Gr 4 K 18 42 0 1 Y S 6 PMS 280 K 72 M 0 M alue Red Y V P 0 100 K 3 C M 0 92 Y C ANTONE 186 P 100 M Lowe’s C 12 New Blue K 2 New Blue 0 2 34 Y K ANTONE 3005 P M Y 0 100 34 C PMS 3005 Services C 100 M ellow INSTALLATION SERVICES alue Y V K 0 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor Lowe’s Installation Services manage the sale of all instal- Corporate Blue K 18 0 ellow lation projects quoted and sold within the store environ- 72 Y Y ANTONE 280 P M alue Red C 100 V 0 K ment. These sales would typically involve stock and/or SOS K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 M 100 C product supplied by our Lowe’s product vendor’s, along with ellow C 12 Corporate labour services performed by install vendors. Examples of Contractor Y Blue 23 1 K 0 Installation Services may be garage door opener, carpet, 91 18 Y K ANTONE P 23 0 M Y 0 PMS 280 alue Red C M 72 V K 3 C 100 faucet & sinks installations and more. 92 Y ANTONE 186 P 100 M C 12 ellow FREE IN-HOME CONSULATION SERVICES alue Y V K 0 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor Lowe’s FREE In-Home Consultation Services manage the ellow sale of all installation projects/services quoted and sold alue Red Y V 0 in a Customer’s home. There is no charge for In-Home K K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 Consultations. Examples of Free In-Home Consulta- M 100 C ellow C 12 tion Services may be roofing, painting, HVAC, design New Blue K 2 New Blue Contractor Y 0 23 2 1Y 0 K 34 ANTONE 3005 services and more. P M 91 K Y 0 100 Y ANTONE 34 C PMS 3005 P 23 M M C 0 C 100 Corporate Blue K 18 0 72 Y ANTONE 280 P M C 100 Corporate Blue 18 K 0 Y PMS 280 alue Red M 72 V K 3 C 100 92 Y ANTONE 186 P 100 M C 12 ellow alue Y V K 0 100 Y ANTONE YELLOW 109 P 10 M C 0 Contractor ellow alue Red Y V 0 K K 3 Y 91 PMS 123 92 23 Y 0 M PMS 186 M 100 C ellow C 12 Contractor Y23 1 K 0 91 Y ANTONE P 23 M C 0

VISUAL STANDARDS GUIDELINES VISUAL STANDARDS GUIDELINES JULY 2015 DO Euro • Use PMS 280 • Small space design • Fully assembled • Vitreous top included • Knock out copy in White • Show Features & Benefits 506674 508179 to quickly help customers LOW025001264 make a decision about your product. Why Buy LED? LIGHT QUALITY LIGHT QUALITY KEEP IT SIMPLE! BENEFITS OF LED 2700K 5000K 5.0 • Offer energy savings up to 85% over traditional lighting products. • Long life: last up to 22+ years! Long Lasting Energy Saving Dimmable No Mercury Save money on Do’s and • Instant on, with no warm up time. energy bills Don’ts DON’T • Don’t use colours other than PMS 280 Blue for the majority of the material. • Don’t use claims such as: “BEST” “STRONGEST” Barbaro Oak Luxury Vinyl Plank 9" wide plank x 48" length x 5mm thickness (23.25 sq.ft/carton) “BETTER” Batch Feed Model a first for your laundry room KWD125B1/EZ - WarranTy: Limited lifetime residential, 10 year light commercial NO TOOLS REQUIRED. with 20 mil wear layer. WhErE: Can go over both concrete or wood sub floors. QUICK ASSEMBLY. ■ 1 1/4 H.P. motor for efficient grinding, and sound insulated shell for DURABLE. InsTallaTIon METhod: Click together floating vinyl plank with patented Uniclic technology that locks the planks together to form ultra quiet operation a tight and water resistant joint. ■ 10 year in-home service warranty sEllIng fEaTurE: Classic styling with a reclaimed feel. This aged  cognac colour floor works in any décor. ■ Easy mount installation system and ITEM #644972 LOW026002326 factory installed power cord ■ Affix Price Label nhiits odors and environmentally friendly LOW026002237 Phase3_LaminateMoldingInfo_Card_24x64_OL.indd 1 1/25/13 3:49 PM

VISUAL STANDARDS GUIDELINES Vendor Weekly Promos JULY 2015 RULES FOR VENDOR WEEKLY PROMOS: DON’T • Don’t use the Lowe’s pagoda logo. • Background colour should be RED. 6.0 • All copy should be white. Vendor/ Weekly/ Promos WEEKLY PROMO • Lowe’s numbers are issued by Canada Store Environment once artwork is Euro 7.0 approved. Stores will not display any signage without a Lowe’s number. • Small space design • Fully assembled • Vitreous top included Example: LOW025000926 506674 508179 Lowe’s LOW025001264 Numbers