Components of Our Brand A brand represents the relationship between Strong brands endure, build loyalty and inspire a company and its customers. A brand reflects the confidence. Research demonstrates that strong images, ideas, values and behaviors that define brands have significantly higher shareholder value. who we are and how we’re different. Our brand makes a promise, which we express with our identity and prove with our performance. Our Brand A brand has several components that make it distinct, strong and memorable. Our corporate logo works in conjunction with the verbal messages we convey, our business positioning, and our relationships with our employees and partners. The brand also is embodied in the marketing communications we produce. The Raytheon Logo The Raytheon identity displays strength and unique character. The logotype is bold and the letters are unique and should not be substituted. Tagline Our tagline, Customer Success Is Our Mission, is the public shorthand expression of our promise and intentions — a unique maxim in our market. Like our positioning, our tagline focuses first on the value we return to our customers, rather than on the actual products and services we provide. Corporate Positioning The Raytheon positioning statement is a clear, brief statement of our value proposition, target audience and market positioning. All communications, products and services should be formulated within this context. Brand Attributes Brand attributes differentiate Raytheon from our competitors and represent our corporate personality. Brand Colors Raytheon has an approved color palette for use in all marketing communications. Using the palette makes our brand consistent and unique, and strengthens identity. RAYTHEON LOGO GUIDELINES 3