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