Sam's Club Brand Book

Sam’s Club Brand Guidelines Updated Sept. 2019

Visual Identity

Visual Elements | Intro Expect Something Special BRAND GUIDELINES 3 Our visual identity has been refreshed to support our brand promise to turn the everyday into something special. A visual identity isn’t just a logo. It involves a combination of elements — colors, fonts, imagery and graphics — working together synergistically. How we use our visual identity system is an important part of how we communicate the Sam’s Club brand. Our brand becomes more powerful when we maintain a consistent visual style throughout our communications. By taking the time to learn how to put our elements together correctly, you’ll help reinforce our brand identity and make it more memorable. For questions about these guidelines and how to use them or to have the Brand Team review your design communications, please email brandguideteam@samsclub.com .

Visual Elements | Intro BRAND GUIDELINES 4 Our brand elements have been designed to reinforce the character of our brand and to adapt flexibly to our different communication pieces. By using the different elements in our toolkit thoughtfully, we can create a modern and consistent brand expression for Sam’s Club, and create something special across all consumer touchpoints. Our toolkit

Visual Elements | Logo Our logo BRAND GUIDELINES 5 Our Sam’s Club logo has been refreshed to support our brand promise: expect something special. The Sam’s Club logo is the core of our visual identity. It appears on all of our communications and is the most concise visual representation of our brand. Components The Sam’s Club logo is comprised of two components: the symbol (diamond) and our custom logotype. These two elements share a distinct relationship that should never be altered or modified in any way. Color Our refreshed logo leads with our primary brand color PMS 2384. It can also be knocked out of a color or background when needed. Pantone 2384 C R0 G103 B160 HEX #0067A0 C96 M60 Y14 K1

Visual Elements | Logo Logo variations BRAND GUIDELINES 6 Additional logo lock - ups have been created for layouts or communication pieces that require a vertical format. The vertical and stacked logos to the right are final approved logos and may not be altered in any way. . Vertical logo Stacked logo

Visual Elements | Logo Clear space and minimum size BRAND GUIDELINES 7 Clear space = x - height of the word in logo Clear Space It is important to maintain a minimum amount of space between the logo and other text and graphics to ensure the logo’s visibility and impact. Give the logo some room to breathe. Minimum Size The logo must always be represented in a clear, visible and legible way. Do not reproduce the logo smaller than our minimum size requirements illustrated to the right.

Visual Elements | Logo Logo use violations BRAND GUIDELINES 8 The Sam’s Club logo has been refreshed with careful consideration. Moving forward only the refreshed Sam’s Club logo. Discontinue any use of previous logos shown on this page or that exist in previous guidelines.

Visual Elements | Logo Logo use violations BRAND GUIDELINES 9 Do not recreate the new logo artwork in any way, as this dilutes the integrity of the brand. Always request/use the official logo artwork when creating Sam’s Club communications. Do not change the position of the symbol Do not create new color combinations Do not add drop shadows to the logo Do not distort the logo Do not lock - up additional elements to the logo Do not change the proportion of the symbol to the logotype Do not create the logo in two colors Do not change the logotype to sentence case

Visual Elements | Logo Symbol BRAND GUIDELINES 10 The symbol has been refreshed with careful consideration. Do not use old artwork or recreate the symbol in any way. The symbol may be used as a stand - alone graphic, however, never use it as a bullet. It should only be used in one of the approved primary brand colors below. Symbol can be knocked - out of color. Make sure there is enough contrast when knocking the symbol out. Do not place our symbol on low contrast or overly busy backgrounds. Pantone 430 C R124 G135 B142 HEX #7C878E C33 M18 Y13 K40 Pantone 427 C R206 G211 B212 HEX #D0D3D4 C7 M3 Y5 K8 Pantone 2384 C R0 G103 B160 HEX #0067A0 C96 M60 Y14 K1

Visual Elements | Logo Expect Something Special BRAND GUIDELINES 11 “Expect something special” is the new brand purpose for our Sam’s Club brand. It can only be used as a stand alone or in proximity to the logo or symbol. Do not lock up the artwork to the Sam’s Club logo. When using the purpose statement as a brand graphic, always use the approved artwork. Horizontal Stacked Pantone 430 C R124 G135 B142 HEX #7C878E C33 M18 Y13 K40 Pantone 427 C R206 G211 B212 HEX #D0D3D4 C7 M3 Y5 K8 Pantone 2384 C R0 G103 B160 HEX #0067A0 C96 M60 Y14 K1 Do not place our purpose statement on low contrast or overly busy backgrounds.

Visual Elements | Color Brand color palette BRAND GUIDELINES 12 Color Palette Color plays an important part in helping customers recognize our brand even before they read our name or see our logo. Our brand palette has been updated to communicate that we are a modern, energetic and bold company. Our palette consists of primary and secondary colors, along with bright accent colors that add vibrancy and energy to our materials. Primary Brand Colors The Sam’s Club visual identity system leads with PMS 2384C. It is an evolution stemming from our heritage of being a blue and green brand. Our primary palette is fresh and modern, and reflects our “bold bestie” personality. Our new primary palette also includes a dark blue that helps retain harmony with unchanging elements of our brand, along with a sky blue that brings a freshness to our palette. Our primary brand colors should not be applied in combination in equal proportions. Pantone 2384 C R0 G103 B160 HEX #0067A0 C96 M60 Y14 K1 Pantone 2146 C R0 G53 B142 HEX #00358E C100 M68 Y0 K20 Pantone 635 C R164 G219 B232 HEX #A4DBE8 C34 M1 Y7 K0

Visual Elements | Color Brand color palette BRAND GUIDELINES 13 Secondary Brand Colors The secondary palette includes a brighter blue and cool greys to complement our primary blues. The cool greys can help in communicating quality and the bright blue works best as an accent to highlight something special . Supporting Colors Use supporting colors with intentions. There needs to be a strong design rationale and/or a visual correlation with the hero image when incorporating a supporting color. Select tones that are complementary to our brand palette and use these bright jewel tones as examples when choosing supporting colors. Pantone 638 C R0 G175 B215 HEX #00AFD7 C84 M7 Y9 K0 Pantone 430 C R124 G135 B142 HEX #7C878E C33 M18 Y13 K40 Pantone 427 C R206 G211 B212 HEX #D0D3D4 C7 M3 Y5 K8 Pantone 7671 C R81 G70 B137 HEX #514689 C83 M81 Y0 K4 Pantone 7727 C R0 G111 B68 HEX #006F44 C100 M0 Y94 K46 Pantone 172 C R250 G70 B22 HEX # FA4616 C0 M73 Y87 K0 Pantone 213 C R227 G28 B121 HEX # DE1B73 C0 M92 Y18 K0 Pantone 7549 C R255 G181 B0 HEX #FFB500 C0 M22 Y100 K2 Pantone 265 C R144 G99 B205 HEX #9063CD C52 M66 Y0 K0 Pantone 3385 C R71 G215 B172 HEX #47D7AC C43 M0 Y28 K0 Pantone 1495 C R225 G143 B28 HEX #FF8F1C C0 M46 Y78 K0 Secondary Example: Supporting Colors

Visual Elements | Typography Primary brand fonts BRAND GUIDELINES 14 Headers Gibson SemiBold is used for headlines, subheads, calls to actions (CTAs), and special offers. Body Copy Gibson Regular is used for extensive amounts of supporting copy, such as body copy or long product descriptions. Additional approved font usage can be found in our Seasonal Guidelines. Color Headers should lead with our primary brand color PMS 2146. It can also be knocked out of a color or background when needed.

Our Brand Promise

Our Brand Promise | What Special Means BRAND GUIDELINES 16 We Turn the Everyday Into Something Special

Our Brand Promise | What Special Means BRAND GUIDELINES 18 Our brand values 18 • Confident • Risk - taking • Tech - forward • Innovative • Adventurous • Modern • Witty • We're nimble – we innovate, try new things and take chances. • We operate with honesty, humanity and humility But that doesn’t make us... • Better than anyone else • Impulsive • Full of technical jargon • All over the place • Daredevils • # GenZ LOL • Puntastic We are...

Our Brand Promise | What Special Means Members should expect something unexpected BRAND GUIDELINES 19

Our Brand Promise | What Special Means Members should expect something cool BRAND GUIDELINES 20

Our Brand Promise | What Special Means Members should expect something welcoming BRAND GUIDELINES 21

Our Brand Promise | What Special Means How to use “Expect Something Special” BRAND GUIDELINES 22 Do Use this in PROMINENT but secondary copy elements, e.g., in an assertive callout or as a hashtag. Don’t Use this as a corporate tagline or place it with our logo.

Our Brand Promise | What Special Means 23 BRAND GUIDELINES How to use “Expect Something Special” Do Use this in PROMINENT but secondary copy elements, e.g., in an assertive callout or as a hashtag. Don’t Use this as a corporate tagline or place it with our logo.

Our Brand Promise | What Special Means 24 BRAND GUIDELINES How to use “Expect Something Special” Do Use this in PROMINENT but secondary copy elements, e.g., in an assertive callout or as a hashtag. Don’t Use this as a corporate tagline or place it with our logo.

Our Brand Promise | What Special Means 25 BRAND GUIDELINES The special things you want Premium meat, seafood & produce and libations The everyday things you need Paper towels, bottled water & beverages, peanut butter, mattresses, tires All kinds of surprising, delightful, FUN and extra - special things Gigantic flamingo floats, high - end grills, kitchenware, designer bags & fragrances Awesome member benefits Free shipping & cash rewards for Plus members, travel & entertainment discounts & much more Our offerings

Our Brand Promise | What Special Means Why Sam’s Club? Why this one? 26 Curated We hand - select our best - of - the - best products for premium quality at awesome members - only warehouse club prices. Exclusive Our private label Member’s Mark items to ensure the very best quality, flavor, ingredients/materials, sourcing and value. Some exclusives are in the form of an exclusive color, style or extras/bundle. What’s unique, exclusive, more - better - different than the standard - issue product, service, benefit or experience. BRAND GUIDELINES

Our Brand Promise | What Special Means 27 Why did our expert merchant buy this item? How did they source it & why did they pick this one? Examples of how to speak to “Why This One” BRAND GUIDELINES

Our Brand Promise | What Special Means 28 Testimonial from member Sourcing story Product quality Examples of how to speak to “Why This One” BRAND GUIDELINES

Our Brand Promise | What Special Means 29 • What makes this item amazing? • What are its sensory qualities we can communicate visually & editorially to spark an emotional response? BRAND GUIDELINES Examples of how to speak to “Why This One”

Our Brand Promise | What Special Means How special shows up: One Day Event catalog cover 30 • Special applies to item - price events, too. • This is one way we’ve started designing price savings event covers to showcase special at an item level. BRAND GUIDELINES

Our Brand Promise | What Special Means 31 Summer Yum Hacks video Member's Mark Donut Shop Fair Trade Coffee video BRAND GUIDELINES How special shows up: Social video

Brand Personality

Brand Personality | Your Bold Bestie Your Bold Bestie 33 • Confident • Risk - taking • Tech - savvy • Restless • Adventurous • Modern • Witty BRAND GUIDELINES

Brand Personality | Your Bold Bestie 34 We are unapologetically here for you. We’re the one you want by your side for the high - stakes moments that CANNOT go wrong, and for the everyday moments when you just need a good laugh (or a good glass of wine). We’re the one you call for literally everything. We’re the one who calls you so you don’t miss out on literally anything. Your Bold Bestie BRAND GUIDELINES

Brand Personality | Your Bold Bestie 35 When you need to turn your day around, pull off something big or just need a helping hand to get through your list, you turn to your Bold Bestie. Most importantly, when you’re open to finding something special, your Bold Bestie points the way. She shares only her most - loved purchases, foodie moments and brands with her best friends. • Spirited, quick - witted, playful and a bit sassy. • On trend, admired and magnetic. She has contagious enthusiasm and amazing taste, and her friends, family & colleagues can’t wait for her to share her best. • Not afraid to make a fool of herself to make her friends look amazing. • Tech - savvy, with a talent for finding premium quality and values — and sharing with her bestie. • A bit of an instigator, in a good way. Great at convincing others to try new things. Your Bold Bestie is... Your Bold Bestie BRAND GUIDELINES

Brand Voice & Tone

Brand Voice & Tone 37 • Genuine yet self - assured . • Witty and a bit cheeky — in a smart, often dry and clever way — not cheesy. No eye - rolls. • Ageless, not juvenile. No # GenZ LOL • Savvy, not superficial. All Sam’s Club branded content – think social, digital, ISB, in - store, everything – should be in the Bold Bestie voice. What would your Bold Bestie say in real life about this product? How would a smart “cool mom" tell her friends about this experience? BYOSB. (Better bring two.) Even better on Sundays. As American as apple pie. Minus the pie. Add vodka. *Technically* a salad. Life’s a mess. These should help. Bold Bestie Voice BRAND GUIDELINES

Brand Voice & Tone BRAND GUIDELINES 38 Be sassy and a little feisty, yet affirming — not derisive, sarcastic, political/religious, or directly calling out competitors. Kim who? If there are leftovers, there’s something wrong with your friends. The real miracle on ice (with a twist). Now you can love thy neighbor and eat thy chicken. Small batch wine from a big ol ' club. You’re welcome. Our members won’t shut up about these. Bold Bestie Don’ts

Brand Voice & Tone 39 • Direct and assertive, with a wonderful wit & a healthy dose of winks. • Confident yet magnetic. She owns her awesomeness, loves her life, and loves sharing it with her bestie in a way that gets her to laugh. • Playful, not earnest • Clever yet genuine and conversational; not contrived or forced, or clever for the sake of clever. Your Bold Bestie keeps it real. She is... Bold Bestie Voice BRAND GUIDELINES

Brand Voice & Tone 40 • Use dry humor with plenty of personality and punchy energy, playful but not juvenile, frivolous or flippant. • Avoid insulting or blatantly calling out our competitors. Be subtle — wink - wink, not ooooh , burn! • Engage the reader emotionally while also communicating something material & meaningful about what’s special & bold and why Sam’s. • Write in second person. Talk directly to the reader using "you" not "they" or other third person pronouns. • Avoid hard - sell promotional copy. • Use active voice • Use puns sparingly (only if it's smart, not cheesy.) Caption examples for this cover image • Instagram worthy, budget friendly. # wegotyou # USDAprime • Prime steaks + savings = happiness. # nobrainer . • We’re sharing, but no one is forcing you to. # USDAprime • Invite all your food - snob friends. Bold Bestie Voice: Writing tips BRAND GUIDELINES

Brand Voice & Tone 41 Examples: ISB inside spreads BRAND GUIDELINES

Brand Voice & Tone 42 Examples: Summer Entertaining inside stories BRAND GUIDELINES

Brand Voice & Tone 43 Sweet lower prices video Scan & Go Flowers video Examples: Social video BRAND GUIDELINES

Photography style

Photography Style 45 • Emphasize single hero item photography wherever possible and meaningful, rather than many items together into a “solution” scene (such as a full tablescape selling multiple products from one shot). • Think quality, not quantity. Leave room to overlay brief storytelling editorial about what makes this specific item so special. • Show the item in use (in situ) in a lifestyle scene as it would be used in real life, while assertively zeroing in visually on the item's attributes. • Go for some drama via crops and lighting that capture the gravitational, emotional pull of the item's sensory qualities, such as this recent shot that showcases the succulent, juicy, mouthwatering quality of our new USDA Prime beef. Lifestyle item storytelling BRAND GUIDELINES

Photography Style BRAND GUIDELINES 46 • Tell a visual story about a moment in real life. Capture candid expressions, attitude and movement — avoid the posed or expected. • Showcase something ownable, special, remarkable, exciting • Opt for in - real - life imperfect, not perfectly styled and pristine. A kid with only one sock on, mom with a hair out of place ... • Elicit something fresh, unexpected and genuine from the talent: A bold, expressive, spontaneous reaction that feels human; or a surprising visual arrangement/relationship between the talent & the product. People

Photography Style 47 • Depict an irresistible, relatable energy that sparks an emotional connection. • Select model talent that clearly depicts Bold Bestie and her friends/family. This personality should come through in their look, expression and styling.​ • Select photographer and director that has solid experience in eliciting and achieving these attributes and qualities.​ • Depict family members & friends/neighbors gathering and sharing an experience with a lively energy and a true - to - life feel. • Balance candidness with intentional styling and art direction — we’re not going for the production quality of amateur snapshots or stock photos.​ BRAND GUIDELINES People

Photography Style 48 • Clean and vibrant in color • Styled with light props if/when necessary, minimalistic and simple • Dimensional and never looks flat • Studio lighting, diffused and evenly lit from both sides with short, light shadow. BRAND GUIDELINES Stylized silo

Photography Style 49 • Shoot from directly overhead if it does not allow us to prioritize these sensory/quality objectives. • Try to do too much with one busy shot. No “garage sales” or big tablescapes trying to sell multiple items from a single shot. • Compose shots without a clear single focal point of a hero item/attribute. • Shoot food from an aerial point of view or an angle that does not hero the sensory qualities — color, texture, flavor, juiciness, aroma ... • Fake natural sunlight or environment backgrounds/settings unless you can pull it off believably. BRAND GUIDELINES What NOT to do: Overall

Photography Style 50 • Posed, expected, forced, stiff, frozen, unnatural • Unrealistically perfect • Generic, unremarkable • Flat in terms of energy — lacking anything bold or special • Amateurish, low production quality • Anything that looks like a stock photo BRAND GUIDELINES What NOT to do: People