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