TABLE OF CONTENTS INTRODUCTION .................................................................................................. 3 ELEMENTS OF DESIGN ....................................................................................19 The Big Q ............................................................................................................................19 BRANDING ............................................................................................................. 4 Imagery ...............................................................................................................................22 Primer ......................................................................................................................................4 Consistency Counts ........................................................................................................5 RESOURCES .........................................................................................................26 Collateral.............................................................................................................................26 MESSAGING & WRITING ................................................................................... 6 PowerPoint ........................................................................................................................31 Company Name ................................................................................................................6 Print Portal .........................................................................................................................32 Internal Positioning ........................................................................................................7 Business Papers ..............................................................................................................33 External Positioning ........................................................................................................8 Branded Merchandise ................................................................................................34 Key Messaging ...................................................................................................................9 Advertising ........................................................................................................................35 Trade Show .......................................................................................................................36 VISUAL GUIDELINES ........................................................................................10 Corporate Colors ...........................................................................................................11 LEGAL ....................................................................................................................38 Typefaces ...........................................................................................................................12 Company Name .............................................................................................................38 Logo Usage .......................................................................................................................14 Trademark and Registration Symbols ..............................................................39 OPERATING UNIT VISUAL GUIDELINES ....................................................17 QUICK LINKS .......................................................................................................40 Tag Usage ..........................................................................................................................17 CONTACT INFORMATION ..............................................................................41