Tools to Control the Brand The Raytheon logo should appear in a specified and Adherence to these standards is mandatory and consistent manner on all marketing and internal should not be interpreted as mere suggestion. communications, from advertising and collateral to Please read these standards, absorb them and use stationery and signage. These guidelines will provide them consistently. By doing so, you will be helping you with the tools that will enable you to maintain the Raytheon brand grow and prosper. the integrity of the Raytheon brand. Our Brand A good brand creates demand; provides a com petitive edge; attracts and retains customers; unites and empowers employees; focuses communications, decisions and actions; sets performance standards; and illustrates corporate goals and perspectives. Our brand is one of our most valuable assets and encompasses all parts of the company. It represents who we are, what we stand for, and why customers should be loyal to us. The Raytheon brand comprises the many interactions (visual, verbal, personal and conceptual) the public has with our people, products and services. Our brand encompasses all of these interactions, from our positioning statement and communications personality all the way through our approach — providing systems, products and services. For help, contact your Business communications VP or you may contact corporate_identity@raytheon.com. All marketing literature requires customer approval prior to publication and distribution. RAYTHEON LOGO GUIDELINES 2