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.