UPS Brand Book

Standards on the UPS brandmark 1.0 Brand Guidelines – Media Professionals Published by UPS Brand Management. © Copyright 2003 United Parcel Service of America, Inc. 3/03 UPS, the UPS brandmark and the color brown are registered trademarks of United Parcel Service of America, Inc. All rights reserved.

Brand Guidelines – Media Professionals 1.1 The UPS brandmark should be presented in its Primary 3-D version (Preferred) Alternate one-color version standard and customary fashion in order to be immediately recognizable as belonging to UPS. X X Consistent presentation not only maintains the UPS brandmark as distinctive, but also makes your job X X easier. Follow the guidelines below to ensure the UPS brandmark is presented correctly. The UPS brandmark and images may be used for X X editorial purposes only in newspapers, magazines, online publications, trade publications and broadcast media. Any use of the artwork outside of these guidelines is strictly prohibited. Clear space Clear space is the minimum "breathing room" maintained around the brandmark. It should be kept free of graphics, text and other marks. It also defines Minimum size 0.25" or 6.35mm TM the minimum distance from the brandmark to the Minimum size ( can be ommited edge of a printed piece. 0.5" or 13mm at this size.) Minimum size Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width. Minimum sizes for each of the brandmark versions are: • Primary 3-D version: 0.5" wide • Alternate one-color version: 0.25" wide Trademark symbol The brandmark's trademark symbol is set in the artwork. It must accompany the brandmark whenever the brandmark appears 0.375" (9.5mm) or larger. Always use approved artwork from the UPS Brand Exchange to reproduce the UPS brandmark.

Brand Guidelines – Media Professionals 1.2 Unacceptable brandmark renderings What can do for you? Do not outline the brandmark Do not change the brandmark Do not add new elements to Do not crop the brandmark Do not create a "read-through" in any color. colors. the brandmark. in any way. header with the brand mark. Do not change the brandmark's Do not redraw any element of Do not delete the brandmark's Do not place the one-color brand- Do not add other effects to the orientation. the brandmark. "shield" background. mark on a photograph or pattern. brandmark. Do not use the brandmark as a Do not change the brandmark's Do not violate the brandmark's motif or graphic design element. gradient direction. clear space.

Brand Guidelines – Media Professionals 1.3 If the use includes the color brown, please use this Trademark guidelines When using UPS trademarks, service marks and statement: service names please follow these guidelines: UPS, the UPS brandmark and the color brown are • Do not play on the UPS initials or alter any marks. registered trademarks of United Parcel Service of These types of generic usage weaken the image of America, Inc. All rights reserved. UPS services as unique and distinguishable. Photography attribution statement Incorrect: Use UPS images only in connection with a news "Life has its UPS and downs." story on UPS or UPS products and services. Please provide appropriate credit to the reproduction of • When listing the UPS name in materials that do UPS images as follows: ® not feature the UPS brandmark, use the ( ) symbol immediately after the UPS name (first use only for This image is reproduced with permission of each document or Web page) to note that it is a United Parcel Service of America, Inc. registered trademark. © Copyright 2003 United Parcel Service of America, Inc. All rights reserved. • The names of UPS services (e.g., UPS Next Day Air®) should be treated as proper names, B-roll video attribution statement with initial capital letters. Use UPS B-roll video only in connection with a news story about UPS or UPS products and services. • Use the descriptive name of the category of Use of B-roll video must not in any way diminish or service being referred to after the UPS name otherwise damage the goodwill or reputation of (e.g., UPS shipping services). UPS, including, but not limited to, use which would be deemed obscene, pornographic, excessively • Label UPS trademarks and service marks with violent or otherwise in poor taste or unlawful, or the correct symbol in the correct position (e.g., which purpose is to encourage unlawful activities. ® SM Please provide appropriate credit to the UPS Next Day Air, UPS Worldwide Express ). reproduction of any portion of UPS B-roll video Attribution statements as follows: Whenever the UPS name, brandmark or trademarks are used by third-party organizations on any This video is broadcast with permission of communications material, the following statement United Parcel Service of America, Inc. must appear in a clear, easily readable position on © Copyright 2003 United Parcel Service of the material: America, Inc. All rights reserved. UPS and the UPS brandmark are registered trademarks of United Parcel Service of America, Inc. All rights reserved.