Honeywell Brand Book

Essential guidelines to help you create communications in the Honeywell style. WELCOME TO THE HONEYWELL BRAND GUIDELINES 09/17/2004 1

Dear Honeywell Colleague, We are building a world that’s safer and more secure … You’ll note that our master branding initiative includes the elimination More comfortable and energy efficient … or migration of many legacy brands. In fact, this effort has increased More innovative and productive. the portion of our Honeywell-branded products from less than 70 per- We are Honeywell. cent a year ago to more than 90 percent today. The result is a more consistent and powerful position in the marketplace for all our master- This is the essence of today’s Honeywell … our brand promise. branded products, solutions, and services. For more than a century, the Honeywell name has been synonymous A brand is much more than logotypes, colors, trademarks, and busi- with technology solutions that improve people’s lives. In these compli- ness card formats. Honeywell’s brand is really the product of many cated times, more than ever before in our history, customers are turn- different factors that create an overall impression of our company in ing to Honeywell to help solve many of the world's most complex people’s minds. Our brand image is the way that people think, feel, problems. and respond when they hear the word “Honeywell.” The brand has to stand for something and we (including our products and services) The Honeywell master brand and our other well-known business, have to act and perform consistent with that image. product, and service brands are valuable company assets. Brands that are recognized and respected help Honeywell attract new cus- Every Honeywell employee is a brand ambassador. With every cus- tomers and keep the ones we already have. An important part of our tomer contact and whenever we represent Honeywell, we have the Growth initiative has been building Sales and Marketing capabilities opportunity either to strengthen the Honeywell brand or to cause it to within each business to create stronger connections with customers lose some of its luster and prestige. Generations of Honeywell and markets. Having a well-defined brand is essential to effective employees have built our powerful brands with their hard work, spirit Sales and Marketing because it makes it easier for us to enter new of innovation, passion for quality, and commitment to customers. I am markets, sell more products and services, and obtain premium counting on every Honeywell employee to continue that legacy as we prices. Our brand can also be a powerful tool to help us find and strive to keep our brand promise and build a better world. keep the best employees. Sincerely, One of the ways we can continue to build and protect our brands is by using the Honeywell name, our logotype, and our other brand names and trademarks correctly and consistently. You will find useful tools and information within our visual identity system on the Brand Dave Cote Management Website at http://www.honeywell.com/brandm. All Chairman and Chief Executive Officer Honeywell employees, suppliers, and partners are responsible for August 2004 complying with these identity standards. 2

Acknowledgments These guidelines and the Honeywell Brand Management website repre- While there is still much work to be done, the foundation has been set sent the terrific work of the Honeywell Global Brand Council, com- and we’ll be relying on the Brand Council and all Honeywell employ- prised of professionals from every Honeywell Strategic Business Group, ees to build upon these efforts. Thank you for your enthusiastic sup- key functions and regional operations. We’d like to acknowledge and port of our renewed efforts to build the value, power and prestige of thank the following members of the Brand Council who’ve been working the Honeywell brand. diligently since late 2002 to help redefine our brand, migrate old brands and unify our company: Mike Bennett Adria Kesselman Bill Birtcil Brian Marcotte Kyle Hultquist Tom Buckmaster Jim Brown Margaret McCloud Global Brand Council Leader Vice President, Don Callahan Burke Mitchell Corporate Communications Brian Chapman Nancy Ramm Lance Chapman Louanne Sargent August 2004 Sabine Chmielewski Ilse Schouteden David Cohen Larry Splett Michelle Dumetier Rita Srinivasan David Gottlieb Tim Swinger Theo Grigoriou Michael Timmermann Dan Harrison Reid Walker Grant Hutchison Chen Yao Margaret Johnson 3

Honeywell’s powerful brand is one of the company’s most valuable assets. Building and protecting the brand by adhering to our standards is everyone’s job. Guidelines for Brand Communication 4

TABLE OF CONTENTS THEHONEYWELLBRAND HONEYWELL’S BRAND PROMISE OURMODIFIEDMASTERBRANDARCHITECTURE BUILDINGTHEHONEYWELLBRAND INITIATIVES & BEHAVIORS A FOUNDATION FOR OUR COMMUNICATIONS THEHONEYWELLLOGO THEGLOBALARC OUR TYPOGRAPHIC SYSTEM HOW WE USE TYPOGRAPHY OUR COLOR SYSTEM OUR STYLE OF PHOTOGRAPHY BRANDCOMMUNICATIONSSTRATEGY OUR TRADE ADVERTISING LITERATURE APPLICATIONS TRADE SHOWAPPLICATION OUR STANDALONE BRANDS OUR ENDORSED BRANDS SUMMARY 5

This is Honeywell’s moment. Like never before in our history, the forces of society, commerce and culture have come together to create a new world of possibilities for Honeywell and our employees. Our strategies and strengths align perfectly with some of the world’s most critical needs.The world needs and wants all that Honeywell has to offer. Honeywell is a global company with leading positions in many of the world’s most important and dynamic markets. Our customers include the top companies across many major industries. Honeywell technology makes peo- ple’s lives better in thousands of ways, everywhere you look. Our collective experience, spirit of innovation and in-depth customer under- standing combine to create breakthrough solutions. But despite our size, scope, diversity and global reach, there are core threads that tie all of Honeywell together - across continents, business units, product types and industries. For example, everyone in Honeywell is united by a common set of Five Initiatives and 12 Behaviors, and a proven THEHONEYWELLBRAND formula for success that is elegant in its simplicity: Customers + Technology = Performance. The Honeywell Brand also sets us apart from other companies. The Honeywell brand is shaped by the total experience people have when they interact with our company and see first-hand how our products and servic- es perform. It is also defined by the way that people think, feel and respond on an emotional level when they hear our name. Our brand embodies what Honeywell is all about for the people who matter most to us – our employ- ees, customers, potential customers, partners and suppliers, investors, and neighbors in the community. The essence of the Honeywell brand – our brand position – is captured in this idea: We are building a world that's safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell. This brand position represents the ideal image that Honeywell wants to cre- ate, communicate and reinforce through action, to all our audiences, across all our businesses, and in all our locations. This Brand Guide ensures that everyone in Honeywell has the information and the tools they need to effectively and consistently communicate the Honeywell brand. 6

We are building a world that's safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell. Honeywell's Brand Position encapsulates our company's unique attributes and the many benefits that Honeywell technology solutions bring to a world that is growing more complex every day. Now, more than ever before, peo- ple want and need what Honeywell has to offer. When it comes to applying leading-edge technology to solve the world's problems, few companies can rival Honeywell's long record of achievement. It all started in the 1880s, when we pioneered the combination of sensors and actuators that gave birth to a new field of technology - automation and control. We've never looked back. Across 12 decades, Honeywell innovations have been building a better HONEYWELL’S world. We have created ground-breaking technology solutions for cus- tomers of our aerospace, transportation systems and specialty materials BRAND PROMISE businesses. And, yes, we're still the world's leader in automation and control solutions. Honeywell technology makes life on earth better in thousands of ways every day. Our products and systems help make air travel the safest, most efficient form of transportation the world has ever known. Our control technology keeps homes safe, comfortable and secure and makes industrial plants safer and more efficient. Our turbochargers enable automakers to develop fuel-efficient vehicles without sacrificing performance. And our fluorine refrigerants and insulators save energy and protect the environment. There are thousands more examples of Honeywell technology at work. Honeywell’s success is rooted in our superior expertise in all our most criti- cal technologies. It's strengthened by a smart and talented workforce that strives to be the first to know, to innovate and to create solutions for our cus- tomers. It's built by strong customer relationships and extensive industry knowledge gained through decades of experience. And it's supported by shared initiatives and behaviors, a performance-driven Six Sigma culture, and an uncompromising drive to be the best. We aren't bragging when we say that Honeywell is building a better world. We prove it to ourselves, our customers and the rest of the world in thou- sands of ways and with every single interaction, every single day. 7

OURMODIFIEDMASTER Endorsed Brand and Standalone Brand status recognizes that each of these brands currently has value in its respective marketplace. Our BRANDARCHITECTURE overarching brand migration strategy is designed to transfer that existing value to the Honeywell Master Brand whenever practical. At the same time, by retaining the current brand name as a product or As part of an ongoing examination of Honeywell’s brand architecture, service brand, Honeywell can continue to capitalize on the brand in 2004 the company adopted a modified master brand strategy. equity that exists in the Endorsed Brand or Standalone Brand today. Almost all of the company’s business units, products and services are now branded “Honeywell.” Nearly all of the company’s businesses, Business units responsible for the existing Endorsed Brands and products and services are branded with the well-known Honeywell Standalone Brands must develop a strategic brand plan that: Master Brand as their primary identifier. • Takes into account such factors as customer relationships, market- Within its master brand architecture, Honeywell supports a variety of ing channels and channel conflicts, and transition costs; sub-brands, product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are • Considers the use of one or more interim steps to evolve the brand secondary to the Honeywell Master Brand. identity from its current Endorsed Brand state, to its new status as a branded product or service under the Honeywell Master Brand archi- Honeywell also supports a number of Honeywell Endorsed Brands tecture. Each interim step should build a progressively stronger link and Honeywell Standalone Brands. These brands have excellent to the Honeywell Master Brand; recognition, brand equity and value in their specific markets. These brands are supported and managed independently of the Honeywell • When complete migration is the appropriate path, use the smallest Brand Management System and the Honeywell Visual Identity number of interim steps possible to make the transition, minimize cost System. They have their own logos, brand colors and identity and avoid confusion among customers, employees and other key standards. audiences; In many cases, Endorsed Brand status is a step in the migration to • Includes an appropriate external and internal brand communica- the Honeywell Master Brand. Over a relatively short period of time tions plan to support the migration. Depending on the brand and (18-36 months), many of the current Endorsed Brands will evolve into market, this plan should include public relations, internal communica- product or service brands under the Honeywell Master Brand archi- tions and marketing communications elements. tecture. Those few that do not migrate will maintain their current form. Most Standalone Brands will retain their current status, but will be evaluated periodically for opportunities for closer alignment with the Honeywell Master Brand. 8

OURMODIFIEDMASTER EEnnddoorrsseedd BBrraanndd LLooggoo MMiiggrraattiioonn BRANDARCHITECTURE Original Brand Logo Brand migration strategies will be developed in consultation with the business unit communications leader and the Honeywell Brand Council. This migration philosophy and strategic process will also be followed for companies and brands acquired in the future. Brand migration Endorsed Brand Lockup should be considered by business units involved in merger and acquisition activities, as part of the due diligence and integration processes. The following brand logo migration examples are shown for illustrative purposes only. Each brand-migration plan is unique and will include specific interim steps and timelines. Transition Lockup Option 1 Transition Lockup Option 2 Product or Service Master Branded 9

Great brands are not born – they’re built, one step at time. That’s why it’s important that we create a consistent experience for our customers and everyone else who interacts with Honeywell. We build our brand by keeping the promises made in our brand position – every time, everywhere, with every contact. It should be obvious to everyone that we are one company, applying our technology and expertise to build a world that is safer and more secure...more com- fortable and energy efficient...more innovative and more productive. Our communications programs are one critical element of creating a consistent – and consistently positive – Honeywell brand experience. These guidelines have been created to make sure that you have the information and tools you need to create communications that sup- BUILDINGTHE port and build the Honeywell brand. HONEYWELL BRAND These guidelines have been developed to ensure that Honeywell communications media (such as advertising, company literature, etc.) are consistent in theme, style and appearance. At the same time, our guidelines allow for great flexibility to meet specific market needs and promote creativity. Use of these Brand Guidelines and Honeywell’s Visual Identity Standards (found at www.honeywell.com/brandm) is mandatory for all organizations that do business under the Honeywell Master Brand. 10

INITIATIVES & BEHAVIORS Champions Change and Six Sigma drives continuous improvement and fosters a Six Sigma mindset to make decisions that are in the best interests of customers, shareowners and the organization. It reflects a constant commitment to do things better. Strongly supports Honeywell people breathe life into our brand. Doing a superb job for Design for Six Sigma. Champions change that ensures the long-term our customers, each and every day, is the first pillar of Honeywell’s strength of the company regardless of personal impact. growth strategy. That philosophy also extends to other people and Fosters Teamwork and Diversity defines success in terms of the groups that are important to Honeywell’s success. whole team. Employees must understand and capitalize on the fact Our actions speak louder than our communications. All the great ads that Honeywell’s workforce is composed of individuals who represent and brochures we create can be undone by one employee who a great diversity of values, opinions, backgrounds, cultures and doesn’t keep our brand’s promise. The best way for employees to help goals. Recognizes diversity as an important value and develops build the value of the Honeywell brand is by understanding and sup- diverse teams. Effective team leaders not only meet the expectations porting the Honeywell Initiatives, and living up to the ideals of the of their role as leaders, but they also set and meet the expectations Honeywell Behaviors. for team members. Growth Global Mindset is viewing the business from all relevant perspectives and seeing the world in terms of integrated value chains. Productivity Intelligent Risk Taking recognizes that generating greater returns Cash requires taking greater risks; While using sound business judgment, has the courage to take action where outcomes are uncertain, but People where potential rewards are great. Business decisions often need to Enablers: DigitalWorks and Six Sigma be made based on incomplete information. Self-Aware/Learner individuals recognize their behaviors and how Growth and Customer Focus recognizes that we need to think different- they affect those around them. Employees must accurately assess ly in order to grow. The customer is the cornerstone of our success. their own strengths and weaknesses and take action to improve. Effective employees do a superb job for customers every day in qual- ity, delivery, value and technology. They aggressively pursue new Effective Communicator means providing timely and concise informa- opportunities through superior sales and marketing, globalization, and tion to others, and using clear and thoughtful oral and written commu- technology road maps supported by Design for Six Sigma. nications to influence, negotiate and collaborate effectively. Leaders and employees need to appreciate that effective communication is Leadership Impact means thinking like a leader regardless of your about listening and being listened to, but is not always about being in job, delivering on commitments, and being a role model for others. All agreement. leaders demonstrate passion for their work and care about the people in the organization. Each employee must be able to: 1) conceptualize Integrative Thinker decides and takes action by applying intuition, an issue, 2) develop an action plan to address the issue and 3) exe- experience, and judgment to the data available. Demonstrates ability cute the plan. to assimilate various and conflicting information or opinions into a well-considered decision. Gets Results requires consistently meeting commitments to the busi- ness and to others. Quickly translate business requirements into Technical or Functional Excellence means being capable and effec- actions by defining “who does what by when” to ensure plans are tive in a particular area of expertise. Employees must remain aware of executed. advances and current thinking in their fields and look for ways to apply the latest technologies to their work. Makes People Better encourages excellence in peers, subordinates and/or managers. Be a positive influence in the development of others. 11

ESTABLISHING A DISTINCTIVE HONEYWELL MASTERBRANDLOOK ANDFEELFORALLOUR COMMUNICATIONS. 12

A FOUNDATION FOR OUR COMMUNICATIONS These are the basic building blocks we use to create communica- tions in the Honeywell visual style. When we use them, we will con- sistently capture our spirit and express our distinctive look in every communication we create. THE HONEYWELL LOGO THEGLOBAL ARC THE HONEYWELL TYPOGRAPHIC SYSTEM THE HONEYWELL COLOR PALETTES THE HONEYWELL IMAGERY SYSTEM 13

THEHONEYWELLLOGO The Honeywell logotype is our company’s primary identifier. The freestanding logotype Regardless of where the logo is being used, there are only three approved ways to use the Honeywell logotype: Freestanding logo- type, logotype in bar, and logotype with rule (see the Honeywell ID Standards for more information on logo usage: www.honeywell.com/brandm). For our current advertising campaign and our marketing literature, we use the freestanding logotype. The Honeywell logo should be reproduced in Honeywell Red. The logo may be reproduced in black in one-color materials only. A clear zone, also known as the control field, always must surround the freestanding logotype. No graphic elements of any kind should intrude into this field. The width and height of the control field is determined by a measure equal to the height of the capital H in any size of logotype used. 14

THEGLOBAL ARC We’ve adopted a distinctive graphic device to be used in our communications – the “Global Arc.” We use it to structure our layouts and to help us integrate our photos. A distinctive feature of the Honeywell Graphic Language is the “Global Arc.” It has been created as a unifying graphic element that will be used across all of our communications. The “Global Arc,” a subtle, yet powerful graphic, reinforces our key attributes. First and foremost, the “Global Arc” represents Honeywell’s global perspective and unique vantage point. It appears both as a view of the curvature of the earth, as well as a long-reaching view over the horizon. Second, it gives all of the imagery we use a proprietary crop- ping. Over time, this unique look will instantly be recognizable as Honeywell’s. Use of the “Global Arc” is preferred and is used in most of our communications. Orientation is horizontal, never vertical. We place the Global Arc so that it bleeds off of the left and right margins. The images we place are always located above the Global Arc. Headlines and copy are located below the Global Arc. 15

HOWWEUSETHEGLOBAL ARC The Global Arc is a core component of our visual style. It serves as a Schematic examples (U.S. Standard-8.5" x 11") illustrating permissible structural organizer for our graphic layouts, defining the size and range of placing the Global Arc on literature covers. scale of the primary image area in our advertising and the covers of 1.0" our literature. The image area is always above the Global Arc, never below it. No headlines or copy should appear in the image area. 4.5" Image Area 6.0" For flexibility in application, the Global Arc can move within a limited 7.5" range on its vertical axis. A minimum and a maximum position has been established as shown in the illustration here. Although the Global Arc may move vertically, it may not be altered or cropped. For brochures, the only copy allowed below the Global Arc is the pri- Lowest placement Preferred placement Highest placement mary/secondary headline copy. 16

THEGLOBALARCANDA4FORMAT The Global Arc adapts well to the A4 size format. Proportionately, place- Schematic examples (A4 European Standard-210mm x 297mm) ment has been altered to adjust to the more vertical format. illustrating permissible range of placing the Global Arc on literature covers. Flexibility is built into the system by means of the vertical and hori- zontal columns in our grid system. Whether A4 or U.S. Standard is used, consistency and continuity are maintained. Image Area Lowest placement Preferred placement Highest placement 17

OUR TYPOGRAPHIC SYSTEM Helvetica Light Honest and easy to read, this weight is perfect for both body copy and large ad headlines. Helvetica Medium Type can be a powerful brand tool when used carefully and consis- When greater emphasis is desired in body copy, Medium is a good choice. tently. To help us establish a consistent and credible brand style, a single family of typefaces has been chosen for most applications – Helvetica Bold Helvetica. It has been chosen because it is contemporary, simple and A bit heavier than Medium, upper & lower case Bold is ideally suited for head- readable. For simplicity and ease of use, we only use select weights lines in our print collateral. of Helvetica. For internal word-processed communications and presentations, such as PowerPoint, Arial, a system font may be substituted. No other HELVETICA LIGHT typefaces, no matter how similar they appear, may be used. Easy to read in small sizes, this weight is perfect for captions and secondary heads. Font naming conventions may vary depending on the computer oper- ating system (Macintosh or PC). HELVETICA MEDIUM When greater emphasis is desired in text and captions, Medium All Caps is a good choice. HELVETICA BOLD A bit heavier than Medium, all caps Bold is a good choice for subheads. 18

HOW WE USE TYPOGRAPHY PRIMARY MESSAGING– Style of headlines grounded We’ve developed typographic standards for how we use Automation and Control Solutions type to convey our messages. For primary headlines, we use Helvetica Bold. OUR NICHE IS THE Effective communications make information more accessible. When ULTIMATE EXPRESSION formatting body copy, take care to direct the reader’s attention to the OF SCIENCE most important information in the most logical order. The reader should sense structure immediately. Helvetica Light is the preferred we make it GO typestyle for body copy and text. Three weights are permitted: Light, Medium and Bold. These typestyles were selected because they are contemporary classics and easy to read. Space permitting, we prefer SECONDARY MESSAGING– Style of subheads & captions open line spacing. It reinforces the strong horizontal flow of our communications. If space limitations pose a problem, Helvetica Light, Medium and Bold Condensed may be substituted. We are committed to FIRST TO KNOW creating products and FIRST TO INNOVATE services that improve FIRST TO CREATE safety, quality and comfort of human life. WE ARE SERIOUS BECAUSE WE HAVE A LOT AT STAKE We make terrifically brilliant, often complex, multiple variable products 19

UNACCEPTABLEUSEOF • Do not distort type TYPOGRAPHY In order for us to project a confident, credible and consistent appear- • Do not use type on a curve ance to our audiences, we must adhere to our communications stan- dards. As part of this effort, we must maintain the typographic system we have established. There is plenty of flexibility in our guidelines for using typography. If used carefully and consistently, our typograph- ic standards will make an important contribution to our branding efforts. The examples shown here demonstrate some of the more common • Do not use unauthorized typefaces misunderstandings of using our typographic system. • Do not use special effects with type • Do not put type in perspective 20

OUR COLOR SYSTEM PRIMARY PALETTE Honeywell RED Total Black Brilliant White PMS 485C Building strong color equity for the Honeywell brand is critical ® to strengthening brand awareness. Used consistently over For Honeywell Red use: PANTONE 485C c:0 m:95 y:100 k:0 web:#DE0031 time, colors become associated with companies. UPS For Total Black use: c:0 m:0 y:0 k:100 web:#191A00 brown and Coca-Cola red are a couple of good examples. For Brilliant White use: c:0 m:0 y:0 k:0 web:#FFFFFF Consistent use of color will help make our communications even more recognizable to our audiences. SECONDARY PALETTE The Honeywell color system is comprised of three palettes – Primary, Secondary, and Tertiary. Honeywell Red is the color of our logo and our primary brand color. We also use it to identify high-level corporate communications. Two other colors – Total Black and Brilliant White – Dark Gray Light Gray round out the primary palette. PMS 431C PMS 428C ® The Secondary palette is made of 2 colors consisting of Dark Gray and For Dark Gray use: PANTONE 431C c:11 m:0 y:0 k:65 web:#666666 ® Light Gray. These colors are used as large solid areas and as informa- For Light Gray use: PANTONE 428C c:0 m:0 y:0 k:23 web:#D6D7D6 tion differentiation elements, as demonstrated in the examples on the following pages. TERTIARY PALETTE The Tertiary palette consists of 5 colors. Deep Blue, Dark Green, Light Green, Bright Blue and Tan. These colors have a wide range for usage. For instance – blocks of color to differentiate content, as Headings and Subhead, bullets and graphical elements, charts, graphs and bullets. Overall they should be used as an accent color to enhance communi- Deep Blue Dark Green Light Green Bright Blue Tan PMS 2945C PMS 364C PMS 384C PMS 2925C PMS 729C cation without diluting from our primary corporate palette. For Deep Blue use: PANTONE® 2945C c:100 m:38 y:0 k:15 web:#2E6099 It is important to reproduce these colors accurately in our communica- For Dark Green use: PANTONE® 364C c:72 m:0 y:100 k:43 web:#3D9240 tions. PANTONE® and four color formulas have been provided here. For Light Green use: PANTONE® 384C c:15 m:0 y:100 k:30 web:#8BA862 ® For Bright Blue use: PANTONE 2925C c:87 m:23 y:0 k:0 web:#3B87DE For Tan use: PANTONE® 729C c:0 m:27 y:56 k:18 web:#D0A660 21

OUR STYLE OF PHOTOGRAPHY The images we use in our communications can make a Examples of people and industry/technology images. powerful impression.Whether commissioning new photog- raphy or using stock images, it is important to select images that reflect our personality and set the right tone. In our communications, we use photos of people and images that depict industry and technology and illustrate the connection between people and Honeywell’s innovations in industrial and technological settings. This makes the connection between Honeywell and the peo- ple who create the technology or benefit from it. When selecting a primary image for usage in collateral, literature and advertising our goal is to use a single, compelling image. The image should engage the viewer and tell a powerful story. If a single image is not available, multiple images, as in a collage, are considered acceptable. Use images of people that are candid, but natural. Using the right images can enrich the messages we send and help to break up pages of dense text and charts. 22

All of our communications, from our advertising to our literature, should convey our unique and consistent visual style and spirit.The examples that follow illustrate how you can bring all of our tools together to create communications that express our look in a style that is distinctly Honeywell. BRINGING IT ALL TOGETHER 23

While every Honeywell business unit, product line and location has its own marketing and communications strategies and objectives, every communications vehicle we produce must support the company’s brand position. The essence of the Honeywell brand is captured in this brand position: We are building a world that's safer and more secure … More comfortable and energy efficient … More innovative and productive. We are Honeywell. Honeywell does not currently have an advertising/marketing slogan or themeline. We do not require that specific “boilerplate” copy reinforcing the company brand position be inserted into every communications BRANDCOMMUNICATIONS vehicle. We do expect our Marketing Communicators copy to reflect the essence of our Brand Promise – a direct, clear, benefits-orientated STRATEGY approach to presenting the value of what we do. To the greatest extent possible, communications efforts and resources should be focused on materials that support our brand communications efforts. Subject matter for ads, literature and other communications should emphasize one or more of the ideas expressed in the positioning statements. Whenever possible, messag- ing consistent with the positioning statement should be included in the themes, headlines and copy of all communications materials. 24

OUR TRADE ADVERTISING Examples of our trade advertising. Our advertising is one of our most powerful and effective tools. Because it is one of the most visible communications that we produce, it must be consistent in tone, theme and graphic style. low vis The advertising we produce must also be flexible enough to accom- modate a wide array of content and creative intent across Honeywell. These examples demonstrate how our advertising should look and feel. Several key design elements make our advertising proprietary to us. The difference between passengers arriving on 1. Our name and our logo. schedule or late, or on-time cargo and day-late cargo, is the Honeywell Digital Head-Up Display system.The Digital HUD system improves operations 2. Honeywell Red, the color of our logo. by reducing take-off and landing minima on those days when the weather just will not cooperate . 3. Our use of typography and our color palette. 4. Our proprietary graphic elements—the Honeywell logo and the Global Arc. 5. The unique shape we use to crop our images (created by the Honeywell’s Digital HUD is the leading edge in high performance flight guidance systems, delivering the highest level Global Arc) of safety to airline operations. For further information, call 1-877-484-2979. Outside the U.S.A. call +1 602-436-0272. 6. Our photographic style. Our photography is bold, sophisticated and aesthetically dramatic, dif- ferentiating us from our competitors and engaging our audience. The Global Arc is a powerful, yet simple proprietary element that symbolizes our global perspective. The clean white space is airy and bright, allow- ing for both the greatest amount of legibility and maximum impact for our logo. Simple, bold headlines are honest and engaging. All of these elements combine to create clear, brand-centric, strategic communications across a broad range of themes and subjects help- ing us engage our audiences. 25

HOWWECREATE TRADE ADVERTISING IN THE HONEYWELLSTYLE Whether an ad is a two-page spread, a single page or partial page, we must communicate the Honeywell brand consistently and effectively. Primary headline set in Helvetica Light. A short headline in all lower case is preferred The proprietary cropping of the featured images in our communica- tions, creates the cornerstone of our new visual style. Its unique look helping to differentiate us from the competition. Rectangular in structure, both the left and right sides extend to the edge of the communication. The Global Arc forms the lower edge, providing the distinctive look. Global Arc in medium to high placement We use a secondary, smaller image to support the message in our ad. It is rectangular in shape and usually features images of technology Honeywell logo in Honeywell Red, aligned flush left with the copy and secondary image above Background color in Brilliant White from the Honeywell primary color palette 26

HOWWECREATE TRADE ADVERTISING IN THE Provided here are core dimensions for sizing and placing the Global Arc, HONEYWELLSTYLE placement of headlines, subheads and the Honeywell logo. Overall cover dimensions: 8.5" x 11" 8.5" 1.5" 4.6" 1.6" 2.3" 1.5" 0.3" 27

HOW WE CREATE ADVERTISING IN THE HONEYWELL STYLE Full Page Print Media 1.5” paper less Sample overall dimensions: 8”W x 10.75”L Primary headline set in Helvetica Roman A short headline in all lower case is preferred. Global Arc in medium to high placement. We use a secondary, smaller image to support the message in 4.6”4.6” our ad It is rectangular in shape and usually features images of technology. Honeywell logo in Honeywell Red, aligned flush left with the copy and secondary image above. Allow one “H” height distance below text. Background color in Brilliant White from the Honeywell Say goodbye to the hassles of paper recording, while hold- ing on to the confidence of a permanent record. Easily. primary color palette. Our 21CFR Part 11–compliant Minitrend and Multitrend Plus paperless recorders with Extended Security System let you focus on your work, confident your data is being captured securely. Advertising Typography Validation IQ/OQ is fully supported with documentation and templates that step you through the process—or you can engage Honeywell Services to do it for you. A host of complementary PC Primary Headline software tools enhance your productivity and efficiency from the very start. And with Ethernet net- working, customizable high-visibility color displays, and configuration software, Honeywell paper- 54 pt. Helvetica Roman 4.6” less recorders are designed to fit right into your environment. Go paperless, penless, ink- Color: PMS 431 less, ribbonless, file cabinetless—and worry free. Subhead 9/14 pt. Helvetica Medium Color: Honeywell Red For a demonstration visit our website www.honeywell.com/imc/paperless or call 1-800-343-0228. © 2004 Honeywell International Inc. All rights reserved. Body Copy 8.25/14 pt. Helvetica Roman 0.5” 2.1” 1.5” Color: Total Black Call To Action Block Use as few words as possible to relay contact information, such as web address and toll-free numbers. Do not include personal contact information. Last line is the following copy- right statement: © 20xx Honeywell International Inc. Right justified 4.1/6 pt. Helvetica Roman, Black. 28

HOW WE CREATE ADVERTISING paper less 0.8” IN THE HONEYWELL STYLE Half Page Print Media Sample overall dimensions: 4”W x 10.75”L 3.1” Primary headline set in Helvetica Roman A short headline in all lower case is preferred. Global Arc in medium to high placement. Say goodbye to the hassles of paper recording, while holding on to the confidence of a per- We use a secondary, smaller image to support the message in manent record.Easily. Our 21CFR Part 11–compliant our ad. It is rectangular in shape and usually features images Minitrend and Multitrend Plus paperless recorders with Extended Security System let you focus on your work, confident your data is being captured securely. of technology. Validation IQ/OQ is fully supported with docu- mentation and templates that step you through the process—or you can engage Honeywell Services to do it for you. A host of complementary PC software Honeywell logo in Honeywell Red, aligned flush left with the tools enhance your productivity and efficiency from the very start. And with Ethernet copy and secondary image above. Allow one “H” height networking, customizable high-visibility color displays, and configuration software, Honeywell distance below text paperless recorders are designed to fit right into your environment. Go paperless, penless, inkless, ribbonless, file cabinetless—and worry free. Background color in Brilliant White from the Honeywell primary color palette. Call To Action Block Use as few words as possible to relay contact information, For a demonstration visit our website www.honeywell.com/imc/paperless or call 1-800-343-0228. such as web address and toll-free numbers. Do not include © 2004 Honeywell International Inc. All rights reserved. personal contact information. Last line is the following copy- 1.0” 1.5” right statement: © 20xx Honeywell International Inc. Right justified 4.1/6 pt. Helvetica Roman, Black. 29

LITERATURE APPLICATIONS Examples of brochure covers designed in the It is very important that our literature link to our trade Honeywell style. advertising campaign. If we are to be successful, we must promote the Honeywell brand consistently – both internally Versatile Integrated Avionics (VIA) for Boeing and externally. Every brochure we produce must look and sound like us.They must be structured and simple. The brochures we create must encourage our customers to select us over our competitors, so it is important that their look and feel be distinctive and their messages credible. The three examples shown here demonstrate the visual strength of the Global Arc. The literature system we’ve created is designed to be easy to use. Expand your flight function We feature the Global Arc prominently on our covers. As demonstrat- capabilities with a single high-integrity system ed in the examples here, it allows us to feature a wide range of images and content, while still maintaining a unified style. Our cover messages are concise and easy to read. The images we select align DU-1500 Large Format Display with our strategy. The grid we’ve employed will work in both U.S. Standard letter and A4 formats. Overall, consistent use and application of our graphic language will assist us in developing an inspiring literature style that will contribute to building a strong Honeywell brand. Detailed specifications for designing Honeywell literature may be found on Honeywell’s Brand Management website at http://www.honeywell.com/brandm. The newest flight deck display product from the industry leader 30

HOWWECREATE LITERATURE COVERS INTHE HONEYWELLSTYLE 0.5" 1.5" 1.0" 0.5" 1.5" 1.0" 1.0" 1.0" Overall cover dimensions: 8.5" x 11" 7.5" 7.5" Do not place any copy in the image area of the brochure cover. Honeywell cover options: Two options are available for the band at the top of our literature. 0.5" 0.5" Option One: Separate product name and Honeywell logo appear in the 1.0" 1.0" upper band. Option Two: Honeywell name spelled out in conjunction with product 2.25" 2.25" name in the upper band. Honeywell logo remains in bottom Option One right position. Do not use the Honeywell logo in the product name. 0.5" 1.0" 1.0" Cover Typography PPrroodduucctt oorr SSeerrvviiccee NNaammee 7.5" 20 pt. Helvetica Bold, limit copy length to one line. Color: Total Black or Brilliant White, if placed on black background. PPrriimmaarryy HHeeaaddlliinnee 22/24 pt. Helvetica Bold 0.5" Color: Brilliant White or Total Black depending on Global Arc color 1.0" SSeeccoonnddaarryy HHeeaaddlliinnee 12/14 pt. Helvetica (all caps) 1.0" Color: Brilliant White or Total Black depending on the color below 2.25" 1.5" Global Arc - color must match that of the band at the top Option Two 31

HOWWECREATE LITERATURE COVERS INTHE HONEYWELLSTYLE Cover Color Options As demonstrated in the following examples, there are 3 acceptable color options. White, Black and Light Gray. For all cover options the upper band must match the color of the lower panel. When determining which of the three colors to use, follow this basic, but subjective guide. Use a background color that emphasizes the primary image. For example a very light photo should be placed on a black background and conversely a very dark image should be placed on either a Light Gray or White background. If the image is of neutral value, then use a background color that most effectively com- pliments the image. If you are doing multiple brochures that revolve around the same product or service line, using the same background color for all helps them look more unified. This approach should be implemented whenever possible. Honeywell logotype The logotype is always Honeywell Red (Pantone 485C). Size of logotype is 1.5" in width. 32

HOWWECREATE LITERATURE SPREADS INTHE HONEYWELLSTYLE Inside spreads give us many design elements to work with. All of these elements must work together to communicate our distinctive style. Structure your information so it flows. Maintain legibility. And remember to keep it simple. Never overload a page. Inside spread typography MMaaiinn SSpprreeaadd HHeeaaddlliinnee 50 pt. Helvetica Medium, size may vary with length of copy (minimum of 30 pt.) Color: any primary, secondary or tertiary color SSuubb HHeeaaddlliinnee 9.5/10.5 pt. Helvetica Bold Color: any primary, secondary or tertiary color BBooddyy CCooppyy 9/14 pt. Helvetica Light or 10/15 pt. Helvetica Light, point size may vary with length of copy. Color: any primary, secondary or tertiary color CCaappttiioonnss 8/9.5 pt. Helvetica Light Color: Total Black 33

HOWWECREATE LITERATURE SPREADS INTHE HONEYWELLSTYLE 0.25" 0.25" 0.25" 2.33" 2.33" 2.33" 2.33" 4.91" Alternate literature spreads The Honeywell style is flexible when it comes to inside spreads on lit- erature that is four pages or more. All options call for 0.5" margin on the top, bottom, left, and right of the page. The dimensions shown are for a standard 8.5"x11" literature only. Refer to figures 1, 2, and 3 for grid column layouts. FFIIGGUURREE 11.. 3-Column Design Grid FFIIGGUURREE 22.. One-Third/Two-Third or Two-Third/One-Third Design Grid 0.25" 3.625" 3.625" FFIIGGUURREE 33.. 2-Column Design Grid 34

HOWWECREATE LITERATURE BACK COVERS INTHE Whether a brochure is a two-page spread, a single page or partial page, HONEYWELLSTYLE we must communicate the Honeywell brand consistently and effectively. Overall back cover dimensions: 8.5" x 11" Body copy should be used sparingly on the back cover. The 3- Column Design Grid must be followed on the back cover. Brilliant White is the preferred color for the back cover; however, Total Black may be used if there is little copy. There are three required elements on the back cover: WWWorldwide customer support Honeywell’s avionics for the Sino Swearingen SJ30-2 ar on proven Address Block, Copyright Information, Honeywell logotype technology pr with - tionally high r and simplified is needed, our t and AAddddrreessss BBlloocckk service centers are located around the world to ovide efficient, LLiinnee 11 - Strategic Business Group (SBG) name or Strategic Business responsive support. As always, our SPEX service is available 24- Unit (SBU) name only. 9/14 pt. Helvetica Bold. hours a day. In addition to providing avionics designed for ous business opera- LLiinnee 22 - This line is optional. Strategic Business Entity (SBE) name. tions, ’s customer and product support organization provides mainte- 9/14 pt. Helvetica Light. nance training, pilot courses, support documentation and on-site support at your location when needed. This level of service ensures a smooth transition from LLiinnee 33 - (Its position is second line if no SBE is used, and third line, if aircraft delivery through the service life of the aircraft. one is used.) Honeywell or Honeywell International Inc. (Note, there is no comma after International) 9/14 pt. Helvetica Light. BBeeggiinnnniinngg LLiinnee 44 - Mailing address. Keep address lines to a minimum (i.e. do not use both street and P.O. Box). 9/14 pt. Helvetica Light. NNeexxtt lliinnee - Phone numbers, optional. Use main facility phone number or call center number. Do not use personal contact numbers. E-mail Aerospace Electronic Systems addresses MAY NOT be included. 9/14 pt. Helvetica Light. Business, Regional & General Aviation Honeywell 5353 West Bell Rd. Glendale, Arizona 85308 TTTell:602-436-0272 A60-0806-000-000 LLaasstt lliinnee - Main Honeywell URL. www.honeywell.com 9/14 pt. www.honeywell.com August 2004 1.0" ©2004Honeywell International Inc. Helvetica Light. 0.5" 0.5" 3.0" 1.5" 1.5" The address block is in a fixed position on the back cover. See dia- gram for correct placement. Color: Total Black or Brilliant White 35

HOWWECREATE LITERATURE BACK COVERS INTHE Whether a brochure is a two-page spread, a single page or partial page, HONEYWELLSTYLE we must communicate the Honeywell brand consistently and effectively. Copyright Information Line 1 - Document number or part number. 6/8 pt. Helvetica Light. Line 2 - Month and year printed. 6/8 pt. Helvetica Light. Line 3 - Copyright statement © 20XX Honeywell International Inc. 6/8 pt. Helvetica Light. The copyright information is in a fixed position on the back cover. See diagram for correct placement. Color: Total Black or Brilliant White HHoonneeyywweellll LLooggoottyyppee Honeywell logotype is always Honeywell Red. The logotype is in a fixed position on the back cover. See diagram for correct placement and size. OOppttiioonnaall IInnffoorrmmaattiioonn AArreeaa An optional information area may be added above the Address Block. A suggested title is "Find out more". This area may contain additional information, such as product line names, specific web addresses, additional site addresses or facsimile numbers. Do not include personal email addresses or other personal contact informa- tion. Font size: 9/14 PPrriinnttiinngg LLiitteerraattuurree The literature we create should encourage our customers to select us over our competitors. High quality printed pieces relay a sense of Honeywell's strong commitment to quality. 1.0" 0.5" Suggested (not required) offset printing specifications: 0.5" 3.0" 1.5" 1.5" Paper: 100# Opus Cover, Dull White Ink: 6/6 - 4 color process + PMS 485 + overall Aqueous over same 36

DATA SHEET APPLICATIONS IN THEHONEYWELLSTYLE Example of a data sheet front and back designed in the Honeywell style. 37

HOWWECREATE DATA SHEET Data sheets give us a lot of information to work with. All of these APPLICATIONS IN THE elements must work together to communicate our distinctive style. HONEYWELLSTYLE Structure your information so it flows. Maintain legibility. And remem- ber to keep it simple. Never overload a page. Overall cover dimensions: 8.5" x 11" PPrroodduucctt NNaammee ((ooppttiioonnaall)) 20/24 pt. Helvetica Bold Color: any primary or secondary color SSeeccoonnddaarryy HHeeaaddlliinnee 12/14 pt. Helvetica (all caps) Color: any primary, secondary or tertiary color BBooddyy CCooppyy 9/14 pt. Helvetica Light or 10/15 pt. Helvetica Light, point size may vary with length of copy. Color: any primary, secondary or tertiary color The address block and copyright information are in fixed positions for Data Sheet applications. See diagram for correct placement. Back cover should be Brilliant White. PPrriinnttiinngg When printing any literature containing photography, Honeywell Red should be printed as PMS 485 (CMYK equivalent my be used for digital printing only). Paper should be 100# Opus Cover, Dull White 1.0" 0.5" 0.5" 1.5" 1.5" 3.08" 38

HOWWECREATE A4 LITERATURE 1.246cm 3.796cm1.246cm IN THE HONEYWELLSTYLE 2.497cm Overall cover dimensions: 21cm x 29.7cm 19.097cm Do not place any copy in the image area of the brochure cover. Honeywell cover options: Please reference the “How We Create Literature in the Honeywell Style” 1.246cm 2.497cm Cover Typography PPrroodduucctt oorr SSeerrvviiccee NNaammee 20 pt. Helvetica Bold, limit copy length to one line. Color: Total Black or Brilliant White, if placed on black background. 5.662cm PPrriimmaarryy HHeeaaddlliinnee 22/24 pt. Helvetica Bold Color: Brilliant White or Total Black depending on Global Arc color SSeeccoonnddaarryy HHeeaaddlliinnee 12/14 pt. Helvetica (all caps) Color: Brilliant White or Total Black depending on the color below Global Arc - color must match that of the band at the top 1.246cm 2.497cm 1.246cm 3.796cm 39

HOWWECREATE A4 LITERATURE SPREADS INTHE HONEYWELLSTYLE Inside spreads give us many design elements to work with. All of these elements must work together to communicate our distinctive style. Structure your information so it flows. Maintain legibility. And remember to keep it simple. Never overload a page. Inside spread typography MMaaiinn SSpprreeaadd HHeeaaddlliinnee 50 pt. Helvetica Medium, size may vary with length of copy (minimum of 30 pt.) Color: any primary, secondary or tertiary color SSuubb HHeeaaddlliinnee 9.5/10.5 pt. Helvetica Bold Color: any primary, secondary or tertiary color BBooddyy CCooppyy 9/14 pt. Helvetica Light or 10/15 pt. Helvetica Light, point size may vary with length of copy. Color: any primary, secondary or tertiary color CCaappttiioonnss 8/9.5 pt. Helvetica Light Color: Total Black 40

HOW WE CREATE #10 0.375” 0.5” 0.375” 0.5” 0.375” 0.5” SINGLE-FOLDBROCHURE Product name 0.6” Product name 0.6” Product name 0.6” COVERS IN THE HONEYWELL STYLE Overall cover dimensions : 4”W x 9”L Do not place any copy in the image area of the brochure cover. Honeywell cover options: Two options are available for the band at the top of our 0.5” 0.5” 0.5” SECONDARY HEADLINE SECONDARY HEADLINE SECONDARY HEADLINE literature. 1.0” FLUSH LEFT AND PLACED HERE 1.0” FLUSH LEFT AND PLACED HERE 1.0” FLUSH LEFT AND PLACED HERE Primary headline Primary headline Primary headline is placed here is placed here is placed here Option One: Separate Product name and Honeywell logo appear in the upper band. Option Two: Honeywell name spelled out in conjuction 1.25” 1.25” 1.25” with product name in the upper band. 0.375” 0.5” Honeywell logo in bottom right position. Do Option One Honeywell plus Product name 0.6” not use the Honeywell logo in the product name. Cover Typography Product Name or Service 10 pt. Helvetica Bold Color: Total Black, or Brilliant White if placed on black background 0.5” SECONDARY HEADLINE Primary Headline 1.0” FLUSH LEFT AND PLACED HERE 13/14 pt. Helvetica Bold Primary headline is placed here Color: Total Black or Brilliant White depending on Global Arc color 1.25” Secondary Headline Option Two 7/10 pt. Helvetica Roman 1.25” Color: Total Black or Brilliant White depending on Global Arc color 41

0.5” 0.5” 0.5” HOW WE CREATE #10 SINGLE- 0.6” FOLDBROCHURE SPREAD Honeywell Digital HUD IN THE HONEYWELL STYLE 0.5” Lorem ipsum dolor sit amet, consectetuer. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis tation ullamcorp- Overall dimensions : 8”W x 9”L er suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent Spread Typography luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, my nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Image Caption : Lorem ipsum dolor sit amet, onsectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt Main Spread Headline ut laoreet dolore magna. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcor- per suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis 34/36 pt. Helvetica Roman, size may vary with length of copy autem vel eum iriure dolor in hendrerit in vulputate velit esse Lorem ipsum dolor sit amet. molestie consequat, vel illum dolore eu feugiat nulla facilisis at Lorem ipsum dolor sit amet, consectetuer vero eros et accumsan et iusto odio dignissim qui blandit praesent adipiscing elit, sed diam nonummy nibh euis- Color: any primary, secondary or tertiary color luptatum zzril delenit augue duis dolore te feugait nulla facilisi. mod tincidunt ut laoreet dolore magna ali- quam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorp- er suscipit lobortis nisl ut aliquip ex ea com- Sub Headline modo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel 9 pt. Helvetica Medium illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue Color: any primary, secondary or tertiary color duis dolore te feugait nulla facilisi. Lorem Image Caption : Lorem ipsum dolor sit amet, onsectetuer ipsum dolor sit amet, consectetuer adipiscing adipiscing elit, sed diam nonummy nibh euismod tincidunt elit, sed diam nonummy nibh euismod tin- ut laoreet dolore magna. Body Copy: 0.75” 8/12 pt. Helvetica Light, size may vary with length of copy 0.5” 0.5” 0.5” Color: any primary, secondary or tertiary color 0.6” Captions Title/Header 6/9 pt. Helvetica Light goes here Color: Total Black 0.5” 0.75” 42

HOW WE CREATE #10 0.25” 0.25” 0.25” 0.6” 0.6” 0.6” SINGLE-FOLDBROCHURE FIND OUT MORE FIND OUT MORE For more information on Honeywell Digital For more information on Honeywell Digital HUD systems for commercial HUD systems for commercial BACKCOVERS IN THE aircraft, contact: aircraft, contact: Add contact info, address, Add contact info, address, HONEYWELL STYLE phone numbers, e-mail, etc. phone numbers, e-mail, etc. Footnote: Footnote: FIND OUT MORE The Enhanced Vision System (EVS) The Enhanced Vision System (EVS) is a product of Kollsman and is a product of Kollsman and For more information on Honeywell Digital Elop Electro-Optic Industries. Elop Electro-Optic Industries. HUD systems for commercial Overall back cover dimensions : 4”W x 9”L aircraft, contact: Footnote: Back Cover Typography The Enhanced Vision System (EVS) is a product of Kollsman and 6/10 pt. Helvetica Light Elop Electro-Optic Industries. Color: Total Black or Brilliant White depending on front cover Global Arc Aerospace Electronic Systems Aerospace Electronic Systems Aerospace Electronic Systems Air Transport Systems Air Transport Systems Air Transport Systems Honeywell International Inc. Honeywell International Inc. Honeywell International Inc. 21111 North 19th Avenue 21111 North 19th Avenue 21111 North 19th Avenue Phoenix, AZ 85027 Phoenix, AZ 85027 Phoenix, AZ 85027 1.0” Tel: 602.436.2522 C61-0117-000-000 1.0” Tel: 602.436.2522 C61-0117-000-000 1.0” Tel: 602.436.2522 C61-0117-000-000 Fax: 602.822.7272 July 2004 Fax: 602.822.7272 July 2004 Fax: 602.822.7272 July 2004 www.honeywell.com © 2004 Honeywell International Inc. www.honeywell.com © 2004 Honeywell International Inc. www.honeywell.com © 2004 Honeywell International Inc. 1.5” 1.0” 0.6” 1.0” 0.6” 1.0” 0.6” 43

HOW WE CREATE PRICE BOOKS 1" AND CATALOGS IN THE HONEYWELL STYLE Price Books and Catalogs Left Page FFrroonntt aanndd BBaacckk CCoovveerr - Please follow the specifications listed under “How We Create Literature Covers in the Honeywell Style” and “How We Create Literature Back Covers in the Honeywell Style”. IInntteerriioorr PPaaggeess - Layout of interior pages is determined by the business. Use only Helvetica fonts. FFooootteer - Every inside page carries a standard footer: 1/2" Left page - Page number- far left side, placed at least 1/2 inch from left edge of page. 1/2" 1/2" 1/2" Honeywell Red or black, Helvetica font. 1" - Web address- to the right of page number, no closer than 1/2 inch. Black Helvetica font. The web address wwwwww..hhoonneeyywweellll..ccoomm is required. Specific site may be added following main address page - example wwwwww..hhoonneeyywweellll..ccoomm//sseeccuurriittyy Right page - Page number- far right side, placed at least 1/2 inch from the right edge of page. Honeywell Red or black, Helvetica font. Right Page - Honeywell freestanding logo- to the left of page number, no closer than 1/2 inch. Honeywell Red when printing in color, black, if color printing is not required. Nothing else should appear in the footer section. 1/2" 1/2" 1/2" 1/2" 44

1.5" HOW WE CREATE TECHNICAL/ 1/2" INFORMATION DOCUMENTS IN THE HONEYWELL STYLE Technical/Information Documents Technical/Information Document layouts should be used for highly tech- nical literature, white papers, case studies, and product information or application notes.This format should not be used for general marketing collateral. Front cover - A black or red freestanding Honeywell logo is to appear on the front cover. The Honeywell logo is to be 1.5 inches in length and 1/2" .5 inches from the top right edge. 1/2" 1/2" Back cover - Please follow the literature back cover specifications located in the section titled “How We Create Literature Back Covers Center Fold in the Honeywell Style”. 1/2" Footer - Every inside page carries a standard footer: - Left page, far left side, the page number in red or black, (Helvetica) at least 1/2 inch from left edge of page. - Left page, to the right of the page number is Honeywell’s main web address in black (Helvetica), no closer than 1/2 inch to page number. The web address www.honeywell.com is required. Specific site may be added following main web address - example www.honeywell.com/security * If any of the information within the document is confidential, include the words “HONEYWELL - CONFIDENTIAL” in all caps (Helvetica) on 1/2" all pages 1/2 inch away from the center fold. Defense or government documents may require different phrasing. 1/2" 1/2"1/2" 1/2" 45

TRADE SHOWDISPLAY PANEL Illustration of a 30" x 40" trade show display panel It is crucial to maintain consistency and continuity across the various media channels if we are to build trust and credibility. That is why our trade show communications maintain a visual link to the graphic style we have developed. While there are multiple formats and applications to consider, this illustration simply demonstrates the application to a portrait format. Use this format for all external posters. The important thing to remember is that our trade show display panels and our external posters should be consistent as possible to other communi- cations vehicles. When selecting a primary image for usage, our goal is to use a sin- gle, concise image. The image should address our primary communi- cations goal, as well as engage the viewer. If a single image is not available, a multiple image or collage is considered acceptable. All trade show panels will use black (c:60 m:30 y:30 k:100) for the bar across the top and the area below the Global Arc. Detailed specifications for designing Honeywell trade show panels and plasma displays may be found on Honeywell’s Brand Management website at http://www.honeywell.com/brandm. Suggestions for Printing Trade Show Display Panels FFllaatt ssuurrffaaccee — glossy Lambda print with a satin laminate. Mount on 1/8" black sintra. Velcro (hook) attached to the back of the panel. CCuurrvveedd ssuurrffaaccee — duraflex print with 15 mil. lexan laminate on the front surface. Velcro (hook) attached to the back of the panel. 46

HOW WE CREATE TRADE SHOW DISPLAY PANELS IN THE Illustration of a 30" x 40" trade show display panel HONEYWELL STYLE 1" 3" 30" x 40" Display Graphic Photoshop and Quark Xpress templates are available to use as a starting point to build your graphics. These files are set up at 100%— 30x40, final output at 150 dpi, RGB color. PPrriimmaarryy HHeeaaddlliinnee 21" 26" 100/110 pt. Helvetica Bold Color: Light Gray SSeeccoonnddaarryy HHeeaaddlliinnee 40/50 pt. Helvetica Bold (3 lines max) Color: Light Gray PPaanneell ccoonntteenntt iinnffoorrmmaattiioonn 3" Min. 40/50 pt. — Max. 80/90 pt. Helvetica 3" Bullets may be used in this area - they must be round bullets in Honeywell Red. Copy should not go below the Honeywell logotype INSET baseline. This text box is in a fixed position on the horizontal and 11" PHOTO 6" vertical axis. Color: Brilliant White IInnsseett PPhhoottoo ((OOppttiioonnaall)) 2" Size: 6" x 6" Use white frame (4pt.) to set off image from the background. 2.5" 11.5" 7" 5" 47

HOW WE CREATE TRADE SHOW DISPLAY PANELS IN THE Illustration of a 60" x 40" trade show display panel HONEYWELL STYLE 60" x 40" Display Graphic 0.5" Photoshop and Quark Xpress templates are available to use as a 1.5" starting point to build your graphics. These files are set up at 50%— 30x20, final output at 150 dpi, RGB color. All dimensions and point sizes reflect the document scaled to 50% of final output size. 13" PPrriimmaarryy HHeeaaddlliinnee 10.5" 50/55 pt. Helvetica Bold Color: Light Gray SSeeccoonnddaarryy HHeeaaddlliinnee 1.5" 20/25 pt. Helvetica Bold 1.5" Color: Light Gray INSET 3" PHOTO PPaanneell ccoonntteenntt iinnffoorrmmaattiioonn Min. 20/25 pt. — Max. 40/45 pt. Helvetica 1" Bullets may be used in this area - they must be round bullets in 4" 12" 3.5" 7" Honeywell Red. Copy should not go below the Honeywell logotype baseline. This text box is in a fixed position on the horizontal and vertical axis. Color: Brilliant White IInnsseett PPhhoottoo ((OOppttiioonnaall)) Size: 3" x 3" Use white frame (2pt.) to set off image from the background. 48

TRADE SHOW POWERPOINT PRESENTATIONS Illustration of a monitor format (10" x 7.5") PowerPoint presentation To create trade show slide graphics, use the Adobe Photoshop tem- plate provided on the Brand Management website at http://www.honeywell.com/brandm. The Global Arc is placed on a separate layer in Photoshop and should not be moved vertically. The area below the Global Arc will always be Black. Use images that are relevant to the needs of our customers. If you are selecting a range of photos, stay consistent in style and tone. Avoid overused metaphors. Avoid posed portraits. Use images of people that are candid, but natural. Using the right images can enrich the messages we send and help to break up pages of dense text and charts. 49

HOW WE CREATE TRADE SHOW POWERPOINT PRESENTATIONS IN THE HONEYWELL STYLE 10" x 7.5" monitor presentation The TITLE copy in Microsoft PowerPoint is 24 pt. Arial Bold, White, with four lines of copy maximum. Main bullet copy for content slides is 14 pt. Arial. Use only red round bullets. Sub bullet copy is 12 pt. Arial with white dash Additional bullets can form a second column. Be sure copy size is consistent with both columns. Columns should not be moved/re-sized to accommodate copy - reduce pt. size if needed. Do not use copy below 10 pt. Content slide may be used with optional inset photo. Title slide Slide transition “SPLIT VERTICAL OUT” FAST is recommended throughout the presentation. Timing for slide advancement is deter- mined by content of each slide. Content slide with optional photo Content slide 50

HOW WE CREATE TRADE SHOW POWERPOINT PRESENTATIONS IN THE HONEYWELL STYLE 16" x 9" plasma presentation Save slide image from Photoshop as a JPEG file and then import into PowerPoint. Use the PowerPoint template available on the Brand Management website at http://www.honeywell.com/brandm as a start- ing point to build your presentations. The TITLE copy in PowerPoint is 36 pt. Arial Bold, White, with four lines of copy maximum. Main bullet copy for content slides is 18 pt. Arial. Sub bullet copy is 16 pt. Arial. Additional bullets can form a second column. Be sure copy size is consistent with both columns. Columns should not be moved/re-sized Title slide to accommodate copy - reduce pt. size if needed. Do not use copy below 12 pt. Content slide may be used with optional inset photo. Slide transition “SPLIT VERTICAL OUT” FAST is recommended throughout the presentation. Timing for slide advancement is deter- mined by content of each slide. Content slide with optional photo Content slide 51

OUR STANDALONE BRANDS Honeywell supports sixteen Honeywell Standalone Brands, which Current Standalone Brands have excellent recognition, brand equity and value in their specific markets. These brands are supported and managed independently of the Honeywell Brand Management System and the Honeywell Visual Identity System. They have their own logos, brand colors and identity standards. In some cases, they have their own architecture of sub- brands, products and service brands. 52

OUR ENDORSED BRANDS Honeywell maintains and supports a family of Honeywell Endorsed Brands. These brands are co-branded with the Honeywell name. They Current Endorsed Brands have their own logos and brand colors, and in some cases, have their own identity standards. In most promotional uses, the endorsement line, “by Honeywell,” appears below the brand logo. In many cases, Endorsed Brand status is a step in the migration to the Honeywell Master Brand. Over a relatively short period of time (18-36 months), many of the current Endorsed Brands will evolve into product or service brands under the Honeywell Master Brand architecture. Those few that do not migrate will maintain their current form. Endorsed Brand status recognizes that each of these brands currently has value in its respective marketplace. Our overarching brand migra- tion strategy is designed to transfer that existing value to the Honeywell Master Brand whenever practical. At the same time, by retaining the current brand name as a product or service brand, Honeywell can continue to capitalize on the brand equity that exists in the Endorsed Brand today. Brand migration strategies will be developed in consultation with the business unit communications leader and the Honeywell Brand Council. Endorsed Brands – Aftermarket Only 53

SUMMARY By now,you should understand how to use the key design  Have you selected themes supporting our brand position? elements of our identity to create a Honeywell look and  Have you used the authorized artwork for the Global Arc? feel. Before you send a communication out in the world, make sure it looks and sounds like us. Step back and take  Have you correctly placed the Global Arc? a moment to check:  Have you correctly sized and placed the Honeywell logo?  Is our logo in the correct colors? Is it on the right color background?  Do the photos you are using reflect our style and personality?  Are your graphics aligned with the messages you are sending?  Have you used the Honeywell typefaces and no others?  Are your headlines and copy sized and styled correctly?  Have you stayed within our color palette? By following these guidelines, you ensure that Honeywell’s identity is always consistently presented to the world. Whether you’re looking at our advertising or our literature, the look is unmistakably Honeywell. The success of our business depends on how well we communicate. Together, we will build a strong, distinctive and credible Honeywell brand. If you have any questions or need help, contact your local Communications representative or access the Honeywell Brand Management website at http://www.honeywell.com/brandm. 54

APPENDIX:THE UNITYMARK Use of the UnityMark will be phased out at the end of 2004. The Schematic examples (U.S. Standard-8.5" x 11") illustrating four permissible UnityMark is only allowed for use by Honeywell Process Solutions. zones for placement of the UnityMark on covers. The UnityMark, a secondary design element, has been intentionally “ghosted back” through use of a transparent effect. By keeping its Image Area emphasis down, it does not compromise or compete with our logo or our images and messages. For maximum flexibility in application, we have established four zones for placement. Try to always maintain the visibility and legibility of the photos you use. Pick the zone that interferes least with the content of Left high Right high Left low Right low the photo. Never force-fit the UnityMark into your layouts. placement placement placement placement To add drama and extend its flexibility, we bleed the UnityMark off of the side margins of the page. If you are using the highest placement of the Global Arc, bleed the mark off of the top of the format as well. This helps maintain its size and impact. From the lowest to highest Schematic illustrations that demonstrate UnityMark size and placement with- placement, the UnityMark can be used within the full range of Global in the Global Arc vertical range. Arc options. Image Area Lowest placement Preferred placement Highest placement 55