US Foods Brand Book

® US Foods Brand Guidelines February 2021

US FOODS® BRAND GUIDELINES CORPORATE LOGO ® US Foods Our name. Our logo. Our vision. ® US Foods is a creative and innovative food company, dedicated to customer growth and success. Our brand identity consists of various design and communication components that must be protected. It starts by referring frequently to these guidelines. In every instance, consistency counts. Our logo and look are simple, visually powerful and reflect our focus on food with a unique, bold stack of typography in vibrant orange and green, combined with iconic photography to express a fresh outlook. ™ Our tagline, WE HELP YOU MAKE IT , captures the spirit of what we do for customers every day.

US FOODS® BRAND GUIDELINES TABLE OF CONTENTS Table of Contents 1.0/ ___ Brand Overview 6.0/ ___ Our Trucks 1.1 / Our Promise, Strategy and Culture 6.1 / US Foods Trucks 1.2 / The US Foods® Voice 1.3 / The US Foods Brand Persona 7.0/ ___ PowerPoint / Interactive Presentations 2.0/ ___ Corporate Logo 7.1 / Introduction Slide 2.1 / Introduction 7.2 / Text Slide 2.2 / Primary Logo 7.3 / US Foods Color RGB 2.3 / Protected Space and 7.4 / PowerPoint/Web Typography Minimum Size 2.4 / Incorrect Use of the Logo 2.5 / Color Variations (Single Color) 8.0/ ___ Stationery 2.6 / Acceptable Logo Usage 8.1 / Business Cards 8.2 / Letterhead 8.3 / Envelope (No. 10) 3.0/ ___ Color Palette 8.4 / Envelope (Catalog) 3.1 / Primary Color Palette 8.5 / Mailing Labels 4.0/ ___ Typography 9.0/ ___ US Foods Departments 4.1 / Overview 9.1 / Departments 4.2 / Corporate Typefaces 9.2 / Protected Space and 4.3 / Typesetting Notes MinimumSize 4.4 / Typesetting the URL 9.3 / Incorrect Use of the Logo 9.4 / Department Color Palette 9.5 / Department Typography 5.0/ ___ Photography 9.6 / Department Typeface 5.1 / US Foods Photographic Style 9.7 / Department Typsetting Notes 5.2 / Beautiful Food 5.3 / Ticker Tape FAQs

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES BRAND OVERVIEW 6 1.1 Section 1 Our Promise, Strategy Brand Overview: and Culture OUR PROMISE TO CUSTOMERS Our Promise, WE HELP YOU MAKE IT™ OUR STRATEGY GREAT FOOD. ™ Strategy and MADE EASY. We win with food leadership and the easiest Culture customer experience. DELIVERED WITH EXCELLENCE. We keep our service promise to our customers, safely and efficiently. OUR CULTURE SECOND TO NONE We challenge the status quo every day to be the best. TEAM UP We engage the right people, in the right way, at the right time. TALK STRAIGHT We seek the truth and exchange objective feedback. WALK THE TALK We take accountability to deliver on our commitments.

US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.2 ® The US Foods Voice Our brand voice can be summed up in a few words… About our voice. • inspired and passionate As an industry leader, it’s important to sound like one. • knowledgeable When our voice is strong, we maximize our equity. All • food-focused and referential vehicles should demonstrate a clear, easily • easy to read and understand quickly understood recognizable voice that keeps the brand image • authority consistent — and supports our position as a leader. Our voice stems from our strategy and values, and We’re here to help our customers — we are sous includes words that express: chefs, and they are head chefs. We are here help • integrity them make it. • excellence • innovation Who are we are and what we sound like. • exclusivity Our tone and style are crucial to our voice. We avoid • expertise • quality advertising cliché in favor of warmth, humor and • ease honesty. We communicate in a collaborative and easy tone. Never formal, always respectful, our honest voice earns the trust of our customers, while our passion inspires them. Always keep words and sentences short and succinct. Remember that communications should be simple, compelling and ring true to our clients. Our style is natural in that it resembles the spoken word — it has a chatty, “over the back fence” character to it.

US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.2 Who we are defines how we speak. We’re people. We’re passionate. Sure, we're a big corporation – but people want to As food people, we love to talk to our customers work with people. To that end, the reader should about their business and their culinary needs. We always have a sense of the product developers, love to talk about kitchens and cooking. Correct use chefs and other staff members behind the scenes. It of authentic culinary language is essential. Channel helps to use words like “we” and “our” along with the passion specific details when referring to recipes, trends and of those who work for the company. It’s ok to be product usage. excited about a new idea or innovation – it keeps the Examples: writing interesting and believable. What’s more, it We traveled to Asia last summer to discover a neat new trend. removes Our favorite way to use this sauce is . . . the corporation from the voice and replaces it with Back in our kitchen, we blended eggs with . . . something warm and identifiable operators can relate to. We’re leaders. Examples: Whenever possible, build credibility by showing how We were shocked by how it transformed our operation! we’re first or by making other claims. Be confident We’ve had loads of shrimp over the years, but this is without being cocky. Give the reader good reasons far and away the best. ® It just blew us away! for choosing US Foods over the competition. Examples: The world’s first croissant burger bun! The best burger you will ever taste. We’re Pat LaFrieda’s only supplier.

US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.2 We’re funny. We’re trendsetters. While we’re very serious about food, we also have a Identify trends and demonstrate how we lead the lighter side that’s more likely to appear in headlines way with new and exciting products. Our operators than body copy. Perhaps a little quirky, our sense of want humor is part of what reveals the human side of our to provide their customers with new and trendy business. It can be clever, as long as it does not experiences. Show them they can count on us for detract from the central message of expertise or the expertise and products they need. take priority over food appeal. Examples: Examples: International flavors are hot right now . . . Love at first bite! Right now, everything old is new again, so you can expect . . . We’re your advocate. We’re worldly. Reveal problems with the status quo and take every Show our readers that we’re on top of what’s opportunity to show readers that we “get it” – happening in the industry at home and around the especially when it involves problems they’ve been world. When relevant, entertain them with tales of grappling with for ages. Providing solutions creates our adventures and introduce them to new and loyalty and strengthens our relationships. exotic flavors. Examples: Examples: If Otis Spunkmeyer keeps you guessing, try this . . . This is how they serve it in Thailand! There’s no substitute for authentic, slow-cooked pork barbecue. In Italy, they use just three ingredients . . . But what a drain on time and resources! The solution? We do the cooking.

US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.3 ® The US Foods Brand Persona At our core, what we share with our employees Our brand persona can be summed up and our customers is passion. We aspire to elevate in a few words… the dining experience through innovative and fresh • bold ideas, and we are driven to take the lead for our • confident customers as they strive to make their culinary mark. • passionate The fact that the work is never done is what we love • driven about it the most. • professional • fresh • innovative • leading • aspirational • caring

US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW BOLD CONFIDENT PASSIONATE DRIVEN PROFESSIONAL BOLD CONFIDENT PASSIONATE DRIVEN PROFESSIONAL 1616 1717 Title Title TitleTitle ________ ________ FRESH INNOVATIVE LEADING ASPIRATIONAL CARING FRESH INNOVATIVE LEADING ASPIRATIONAL CARING

US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW BOLD CONFIDENT PASSIONATE DRIVEN PROFESSIONAL BOLD CONFIDENT PASSIONATE DRIVEN PROFESSIONAL Title Title TitleTitle ________ ________ FRESH INNOVATIVE LEADING ASPIRATIONAL CARING FRESH INNOVATIVE LEADING ASPIRATIONAL CARING

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES CORPORATE LOGO 2.1 Section 2 Corporate Logo ® Introducing the US Foods Logo This logo should always appear in generous white space. The color, inspired by fresh food, works to create a focal point on an otherwise clean and minimally designed visual area. The following pages include design information and rules that will ensure the successful presentation of the US Foods logo.

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES CORPORATE LOGO 2.2 2.3 Primary Protected Space and Logo Minimum Size Min. size = 0.75" Min. size = 28 pixels Protected space = height of “F” Use the primary logo whenever possible. ® The US Foods logo should always appear on a white field. The protected space that surrounds the logo should be equal to the height of the “F” in “FOODS.” When printing the logo with tagline, it should not be smaller than 1.3" wide. When the logo must appear smaller than the minimum size, the tagline should be removed.

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES CORPORATE LOGO 2.4 2.5 Incorrect Use Color Variations of the Logo (Single Color) Do not change the color. Do not add a drop shadow. Do not rotate the logo. Do not distort the logo. Do not scale Do not remove or change disproportionately. the graphic elements. Single Color (Black) Single Color (White) Whenever possible, use the Only when branding items that are US Foods® logo in full color. For dark, and when only one color is specific applications that don’t allow available, may the logo be printed in the use of color, the logo may be white only. reproduced using 100% black on light backgrounds. Do not alter color break. Do not place the logo on Do not reverse the logo on top of an image.* a light background. * Use your discretion when applying the logo in specific circumstances. An image that has large areas of solid color or low-contrast texture that accommodates the clearspace guidelines and that doesn't obscure the logo may be used.

US FOODS® BRAND GUIDELINES THE CORPORATE LOGO US FOODS® BRAND GUIDELINES THE CORPORATE LOGO 2.6 2.6 Acceptable Logo Usage Mauris aliquet mattis metus Aliquam aliquet, est a ullamcorper condimentum, tellus nulla fringilla elit, a iaculis nulla turpis sed wisi. Fusce volutpat. Etiam sodales ante id nunc. Proin ornare dignissim lacus. Nunc porttitor nunc a sem. Sed sollicitudin velit eu magna. Aliquam erat volutpat. Vivamus ornare est non wisi. Proin vel quam. Vivamus egestas. Nunc tempor diam vehicula mauris. Nullam sapien eros, facilisis vel, eleifend non, auctor dapibus, pede. White Background White Band Use the full-color logo against a white background whenever possible. When color fields are required, the full-color version of the logo may appear on ® Consult with US Foods corporate marketing department on specific a white band either to the left, right or below this field. applications when you are unable to do so.

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES COLOR PALETTE 28 3.1 Section 3 Primary Color Palette Color It’s all about food and kitchens. ® Palette The US Foods logo and supporting color palette have been inspired by tones that appear in the kitchen: fresh and appetizing ingredients, stainless steel and chef whites. This palette works best when used minimally to create a strong focal point, and most often on a pure white field. To ensure that colors are reproduced accurately and consistently, follow these guidelines: 1. Always use brand standards and color specifications. 2. Provide SWOP Certified proof sheets to vendors. PANTONE 576 PANTONE 173 PANTONE COOL GRAY 11 3. Attend all press C: 49 C: 0 C: 0 approvals. M: 0 M: 82 M: 0 Y: 100 Y: 94 Y: 0 4. Hold vendors K: 39 K: 0 K: 70 accountable for color accuracy. R: 92 R: 207 R: 113 G: 135 G: 69 G: 112 5. Instruct printers to use B: 39 B: 32 B: 115 Pantone inks, also called HEX: #5C8727 HEX: #CF4520 HEX: #717073 “specials,” whenever possible.

US FOODS® BRAND GUIDELINES COLOR & TYPE US FOODS® BRAND GUIDELINES TYPOGRAPHY 4.1 Section 4 Typography Typography Overview Two classic typefaces provide endless options for type layout. Typeset traditionally, kern diligently and present large and refined headlines and subheads to express quality, order and attention to detail. These faces are to be used for print only, as fonts for digital use are discussed in Section 7. Chronicle Text G1 The typeface Chronicle Text was chosen for its aesthetically pleasing design and legibility, while bringing strength and utility to the classic serif. This font offers flexibility through a wide range of weights. Aktiv Grotesk Aktiv Grotesk is a sans serif typeface that works well as a companion to Chronicle or on its own. Aktiv is a clean and modern sans serif with bold and modern character shapes.

US FOODS® BRAND GUIDELINES TYPOGRAPHY US FOODS® BRAND GUIDELINES TYPOGRAPHY 4.2 Corporate Typefaces Chronicle Text G1 Aktiv Grotesk Chronicle Text G1 ABCDEFGHIJKLMNOPQRSTUVWXYZ Aktiv Grotesk ABCDEFGHIJKLMNOPQRSTUVWXYZ Roman Light – abcdefghijklmnopqrstuvwxyz – abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Chronicle Text G1 ABCDEFGHIJKLMNOPQRSTUVWXYZ Aktiv Grotesk ABCDEFGHIJKLMNOPQRSTUVWXYZ Italic Regular – abcdefghijklmnopqrstuvwxyz – abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Chronicle Text G1 ABCDEFGHIJKLMNOPQRSTUVWXYZ Aktiv Grotesk ABCDEFGHIJKLMNOPQRSTUVWXYZ Semi Bold Medium – abcdefghijklmnopqrstuvwxyz – abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Chronicle Text G1 ABCDEFGHIJKLMNOPQRSTUVWXYZ Aktiv Grotesk ABCDEFGHIJKLMNOPQRSTUVWXYZ Semi Bold Italic Bold – abcdefghijklmnopqrstuvwxyz – abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

US FOODS® BRAND GUIDELINES TYPOGRAPHY US FOODS® BRAND GUIDELINES TYPOGRAPHY 4.3 4.4 Typesetting Typesetting Notes the URL Typography usfoods.com ® The US Foods typefaces are intended for many different uses: correspondence, memos and in-house usfoods.com communications; signage and large graphics to be seen from a distance and for graphic designers, when usfoods.com typesetting external and key internal publications. usfoods.com Many professional typographic refinements are built into both faces – properly sized and spaced dashes, for instance. Each typeface can be used for headlines, ® subheads and body copy. We recommend that you set The US Foods URL should appear consistently. your copy as uppercase and lowercase, flush left, rag When appearing alone, the URL should be typeset in right (just as you see it on this page). Myriad Pro Black and tracked -50. Use this lock-up Font Licenses whenever possible. Chronicle Text G1 and Aktiv Grotesk are As with the US Foods brand name itself, if the URL US Foods corporate fonts. Licenses for both should appears in a line of copy, typeset in the same typeface be purchased by US Foods and design partners. as the line of copy.

US FOODS® BRAND GUIDELINES CORPCOLOR & TORATE LYPEOGO US FOODS® BRAND GUIDELINES PHOTOGRAPHY 5.1 Section 5 ® US Foods Photography Photographic Style Beautiful Food Whether it be detailed close-ups of raw ingredients or steaming, prepared and plated food, food imagery should always inspire. Food images should always be in full color; food-preparation images may be in black and white. Chefs In their element, with energy and bright lighting, chefs move around the kitchen in a blur of activity. When photo-graphing chefs, encourage them to move authentically, ignoring the camera. Their body language is focused and in the moment. Present chef images in full airy color or as high-contrast black and whites.

US FOODS® BRAND GUIDELINES PHOTOGRAPHY US FOODS® BRAND GUIDELINES PHOTOGRAPHY 5.2 Beautiful Warm lighting and Food natural propping allow the rich color and texture of the simplest ingredients to come to life. Allow ample quiet space around the focal point of the image.

US FOODS® BRAND GUIDELINES PHOTOGRAPHY US FOODS® BRAND GUIDELINES PHOTOGRAPHY 5.3 Ticker Tape The ticker tape tells a complete brand story by using raw ingredients, prepared food, chefs in motion in their kitchen and the dining environment. Chef imagery may be presented as in high-contrast black and white, while food images are always in full, beautiful color.

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES OUR TRUCKS 42 6.1 Section 6 ® US Foods Our Trucks Trucks Our trucks say a lot to our customers about our passion for food, our knowledge of the food business and our connection to customers and their kitchens. An impressive graphic “reveal” creates the illusion that a team of chefs are actually inside the truck, working together with amazing energy and motion. Bold US Foods branding clearly communicates our focus on food and business ease. Chefs, cooks, restaurateurs and corporate managers alike will instantly connect with this authentic visual.

US FOODS® BRAND GUIDELINES OUR TRUCKS US FOODS® BRAND GUIDELINES OUR TRUCKS

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES POWERPOINT / INTERACTIVE PRESENTATIONS 46 7.1 Section 7 PowerPoint/ Introduction Slide Interactive Presentations Introduction Slide This slide is used to introduce a presentation.

US FOODS® BRAND GUIDELINES POWERPOINT / INTERACTIVE PRESENTATIONS US FOODS® BRAND GUIDELINES POWERPOINT / INTERACTIVE PRESENTATIONS 7.2 7.3 ® Text US Foods Color Slide RGB Our corporate primary colors are used for PowerPoint presentations and on the web. Graphics for viewing on- screen should be colored in RGB. Web graphics can use either RGB or HEX values. PANTONE 576 PANTONE 173 PANTONE COOL GRAY 11 R: 92 R: 207 R: 113 G: 135 G: 69 G: 112 B: 39 B: 32 B: 115 HEX: #5C8727 HEX: #CF4520 HEX: #717073 Text Slide Use this slide, showing the new corporate-strategy logo, to add text to a presentation.

US FOODS® BRAND GUIDELINES POWERPOINT / INTERACTIVE PRESENTATIONS US FOODS® BRAND GUIDELINES POWERPOINT / INTERACTIVE PRESENTATIONS 7.4 PowerPoint / Web Typography Arial Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz 1234567890 Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz 1234567890 Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold Italic – abcdefghijklmnopqrstuvwxyz 1234567890 Georgia Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular – abcdefghijklmnopqrstuvwxyz 1234567890 Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ Italic – abcdefghijklmnopqrstuvwxyz 1234567890 Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold – abcdefghijklmnopqrstuvwxyz 1234567890 Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold Italic – abcdefghijklmnopqrstuvwxyz 1234567890

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES STATIONERY 52 8.1 Section 8 Business Cards Front Stationery Size 3.5" x 2" Firstname Lastname Position Name email@usfoods.com Aktiv Grotesk Bold, US Foods 7.5 pt (7 pt leading) Office Address (Street) City, STATE 00000-0000 Color AREA�HUB� DIRECT 000.000.0000 Text is PMS Cool Gray 11 DISTRIBUTION CENTER TOLL FREE 000.000.0000 x0000 FAX 000.000.0000 CELLULAR 000.000.0000 Title WEBSITE usfoods.com Aktiv Grotesk Regular, 7 pt Back Email Aktiv Grotesk Italic, 7 pt OUR CULTURE Address SECOND TO NONE TALK STRAIGHT Aktiv Grotesk We challenge the status quo We seek the truth and exchange Regular, 7 pt every day to be the best. objective feedback. Details TEAM UP WALK THE TALK Aktiv Grotesk We engage the right people, We take accountability to Regular, 7 pt in the right way, at the right time. deliver on our commitments. Contact Method Aktiv Grotesk All Caps Bold, 6.75 pt President’s Cup *Note: all numbers and abbreviations Firstname Lastname are 0.25 pt smaller FFirirstname Lstname Lastnameastname Position PPositionosition email@usfoods.com email@usfemail@usfoods.oods.ccomom US Foods UUS FS Foodsoods Office Address (Street) OfficOffice Ae Addrddress (Sess (Strtreeteet)) City, STATE 00000-0000 CitCityy, S, STTAATE 00000-0000TE 00000-0000 DIRECT 000.000.0000 AREAREAA�HUB��HUB� DIRECT 000.000.0000 TOLL FREE 000.000.0000 x0000 DISDISTRIBTRIBUTION CENTERUTION CENTER TDIRECOLL FRET 000.000.0000E 000.000.0000 x0000 DIVISION NAME FAX 000.000.0000 FAFAXX 000.000.0000000.000.0000 CELL 000.000.0000 CECELLLLULULARAR 000.000.0000000.000.0000 WEBSITE www.usfoods.com WEWEBBSITESITE usfusfoods.oods.ccomom

US FOODS® BRAND GUIDELINES STATIONERY US FOODS® BRAND GUIDELINES STATIONERY 8.2 8.3 Letterhead Envelope (No. 10) Size Size 0.5" margin 8.5" x 11" 9.5" x 4.125" US Foods Standard US Letter gin Standard No. 10 0.5" 9605 45TH AVENUE NORTH, SUITE 500 Envelope margin LAS VEGAS, NV 89032-7764 op mar USFOODS.COM t Fonts Used " Arial, 8.5 pt 2.25 US Foods (14 pt leading) Aktiv Grotesk Bold, 8 pt NOV 6, 2011 (10 pt leading) Letter Date All Caps JAYNE SMITH Address Information ANY COMPANY Aktiv Grotesk Address 123 MAIN STREET ANY CITY, MD 21043 Regular, 8 pt All Caps, Bold (10 pt leading) Dear Ms. Smith: Left Margin Fuga. Nam facea ipidia doluptatur? Ehenimagnat voloratior senimagnihil et et id quia dolorep ererum fugitius intios USFOODS.COM eniscil maximol uptus, cust alis eaquossimo dolo maiorep ratesequis dipit facidis derupic itiant eumqui quis natiur? Aktiv Grotesk 1.25" Tatiisitius ate vel ea plictiu ntionemolor sam et od quassequis illa inciendi comnis accum nonsedi tionsedi offi cia Bold, All Caps, teculla tiusam fugit aut est. 8 pt (10 pt leading) Top Margin 1.25" margin Osam vellabo. Et quo vel ipsum secum sim debis vel ides minimus andio. Nobitat dolorpos nate ab id maximus 1.25" margin 2.25" dioriorem voluptatur autes dio. Tinctorectum quo et aut a cus am ipsunt. Que verfero vident volut eos enihicatem hilligenia consend iandit od que pro voluptatius evel imusam re acepta nobis sum hiti ium fugiae pos ea consed Left Margin ut el ipsapiet ex eni id que et oditate pore volorerum, eum faceritium illorep udandi ommo esti odis maxime erspe Right Margin elique et, sinimus earum rest abo. 0.5" 1.25" Elecum doluptas pori descillaudis ratque voloremque consendunt volor mi, as delis eum fugia audi ducid quias nullant ad qui sus vent, evelibus abore vel illibusam fugit as quis videlique quisint, voloris ea volorecere et adit Top Margin Bottom Margin pererios cus que re net mos expernam dit expliquos qui corro iurem. Ariasped qui offi c te nihil im velissin rerrore 0.5" 1.5" cuptae conet essim quis estiatur simagna tiscientur. Eum faceritium illorep udandi ommo esti odis maxime erspe elique et, sinimus earum rest abo. Or rest acest magniet hilicitat mo qui ad et harum nes pa alia core pelis etuscia Sincerely, John Doe gin | SAN FRANCISCO | om mar 6133 ANYWHERE ROAD, SAN FRANCISCO, CA 60018. P: 410.596.9085 / F: 163.557.2295 bott " 1.5

US FOODS® BRAND GUIDELINES STATIONERY US FOODS® BRAND GUIDELINES STATIONERY 8.4 8.5 Envelope (Catalog) Mailing Labels Size 0.5" margin Size 0.25" margin 12" x 9" 5" x 4" US Foods 0.5" US Foods 9605 45TH AVENUE NORTH, SUITE 500 margin LAS VEGAS, NV 89032-7764 0.25" 9605 45TH AVENUE NORTH, SUITE 500 USFOODS.COM margin US Foods US Foods LAS VEGAS, NV 89032-7764 Aktiv Grotesk Bold, 8 pt Aktiv Grotesk Bold, 8 pt USFOODS.COM (10 pt leading) (10 pt leading) Address Information Address Information Aktiv Grotesk Regular, Aktiv Grotesk Regular, 8 pt 8 pt (10 pt leading) (10 pt leading) USFOODS.COM USFOODS.COM Aktiv Grotesk Bold, All Aktiv Grotesk Bold, All Caps, Caps, 8 pt (10 pt leading) 8 pt (10 pt leading) Left Margin Left Margin 0.25" 0.25" Top Margin Top Margin 0.25" 0.25"

US FOODS® BRAND GUIDELINES DEPARTMENTS 9.1 Section 9 ® US Foods ® Departments US Foods Departments HEALHEALTHCARETHCARE MERCHANDISINGMERCHANDISING NANATIONALTIONAL INFORMAINFORMATION TION ACCOUNTS TECHNOLOGY ACCOUNTS TECHNOLOGY Department logos ® Department are an extension of the US Foods logo, and should similarly reflect the visual ideals of the US Foods brand. Departmental logos are to be used for internal departmental callouts, wayfinding within office space and departmental-team event materials. These logos are not used for consumer facing communication, such as business cards, your email signature, stationery or apparel.

US FOODS® BRAND GUIDELINES DEPARTMENTS US FOODS® BRAND GUIDELINES DEPARTMENTS 9.2 9.3 Protected Space and Incorrect Use Minimum Size of the Logo Do not change the color. Do not add a drop shadow. Do not rotate the logo. NATIONAL ACCOUNTS Do not distort the logo. Do not scale Do not remove or change disproportionately. the graphic elements. Min. size = 0.75" To maximize legibility and maintain visual unity, the logo should always appear on a white field. The protected space above and below a department logo should be equal to the height of two “Fs’’ in “FOODS.” The protected space to either side of a department logo should be equal to the height of three “Fs” in “FOODS.” Do not alter color break. Do not place the logo on Do not reverse the logo on top of an image. a light background.

US FOODS® BRAND GUIDELINES DEPARTMENTS US FOODS® BRAND GUIDELINES DEPARTMENTS 9.4 9.5 Department Department Color Palette Typography Department logos utilize the same color palette as the Typography ® ® US Foods logo. Departments of US Foods are typeset in Univers Condensed Bold and appear next to the US Foods logo, separated by a rule. Cap height NATIONAL Baseline ACCOUNTS Cap height INFORMATION Baseline TECHNOLOGY PANTONE 576 PANTONE 173 PANTONE COOL GRAY 11 C: 55 C: 0 C: 0 All caps, -25 tracking, solid leading (equal to type point size). M: 18 M: 82 M: 0 Y: 100 Y: 94 Y: 0 K: 2 K: 0 K: 70 The department title should align with the baseline of “FOODS.” Titles of three or more lines occupy the space from the cap height of “US” to the baseline of “FOODS.” R: 92 R: 207 R: 113 G: 135 G: 69 G: 112 B: 39 B: 32 B: 115

US FOODS® BRAND GUIDELINES DEPARTMENTS US FOODS® BRAND GUIDELINES DEPARTMENTS 9.6 9.7 Department Department Typeface Typesetting Notes The name of the department is typeset in Univers 67 Typography Bold Condensed. Univers is a classic Swiss-style sans ® serif typeface, like Aktiv Grotesk. Use the US Foods corporate typefaces, Aktiv Grotesk or Chronicle Text, when typesetting accompanying text. Univers 67 Bold Condensed should only be used to typeset the department name. See Section 4 Typography for details on the use of the US Foods Univers 67 Bold Condensed corporate typefaces. Univers ABCDEFGHIJKLMNOPQRSTUVWXYZ 67 Bold Condensed abcdefghijklmnopqrstuvwxyz 1234567890

US FOODS® BRAND GUIDELINES CORPORATE LOGO US FOODS® BRAND GUIDELINES FAQs 66 FAQs I have some materials that have the old logo What if I am printing the logo using my office FAQs on them in inventory. What do I do with them? color printer? Replace them with new materials. We ask Use the four-color logo provided. that you let your department leader know what you have on hand, so we can ensure My print project is a four-color job. Do I also we are capturing all current inventory at have to use the solid (spot) PMS colors for your department. the logo for the print job? It adds a lot more expense. ® When US Foods appears in print, should it No. Use the color specified in the guidelines for have a registered (®) symbol after it? four-color print jobs. The name US Foods® should have a registered (®) symbol after it upon the first reference in Can I change the logo in any way? text on a page and always when used in a You may proportionally re-size the logo bigger headline. Subsequent references in text do not or smaller for your project’s needs, as specified in need the registration mark. the guidelines, but you may not change anything else. Remember the required protected space What mark, if any, is needed in text when the surrounding the logo when scaling the logo. tagline is used? The tagline should have a registered (™) symbol I want to put other design elements and after it upon the first reference in text on a page words around the logo. May I? and always when used in a headline. Subsequent You should not put other design elements directly references in text do not need the registration around the logo. You should follow the guidelines mark. for spacing (protected space) around the logo at all times. It is important for the company to protect What are the Pantone colors for the its trademark from being misused. Using the logo US Foods logo? in a manner other than specified, such as adding Green – PMS 576 type or other elements, will diminish the brand Orange – PMS 173 value, confuse the reader and jeopardize our Gray – PMS Cool Gray 11 ability to legally protect our trademark. Which Pantone colors should I use for stationery? Stationery is usually printed on uncoated paper. The color numbers are the same, they just have a “U” after them. Your print supplier will know which to use. Save a tree. Share the soft copy, not hard.