product naming and branding guidelines

DOW CONFIDENTIAL — Do not share without permission. www.dowbrandcenter.com February 2015— VERSION 1

Product Naming and Branding Guidelines An addendum to The Dow Chemical Company Visual Identity

DOW CONFIDENTIAL — Do not share without permission. www.brand.dow.com

2

February 2015— VERSION 1

Table of Contents

Product Brand Strategy 3Product Brand Categories 4Product Names and Logos 5Product Brand Decision Tree 6Name Development Process 7Logo Development Process 8Branded Product Logos General Creation Guidelines 9 Logo Structural Details 10-11Ingredient Brand Treatment 12Visual Implications 13-16


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Return to Table of ContentsProduct Branding

Product Brand Strategy

We use a masterbrand strategy to ensure thatit is easy for our various audiences to recognize ourproducts and the value we deliver.Our masterbrand is Dow, and this is the pointof reference for anything and everything we do.We offer a broad portfolio of named productsand services. Each of these products and servicesmay have an individual trademark, but they shouldnot have individual logos (with the limited exceptionof a few consumer-facing product brands). Themasterbrand is applied consistently across allof our offerings.

In order to build the Dow brand, we use descriptiveterminology wherever possible. We only developunique, associative names for key products that maytruly act as lasting differentiators for our organization.We build meaningful associations by ensuringappropriate name choices. These associations helpsell our offerings and further substantiates Dow’s roleas a leading, global brand.

Name versus brandA name is a way to identify a thing or a group of things.

A trademark is a name or symbol that identifies the source. As the recognition of thetrademark grows, consumers begin to associate characteristics or qualities with thattrademark or Brand.

A brand is a “promise of an experience.”

The characteristics or qualities of a brand is the promise of an experience.

A name can achieve “brand status,” but it takes intentional effort and significant resources.Target audiences must be guided along a journey that takes them froma stage that involves simple recognition of a named thing or group of things to thestage at which they not only build deep and unique associations and expectationswith the name, but also internalize the brand promise.

Our naming stylesStandard case: DescriptorFor non-differentiated products, we use descriptive names derived from real English wordsor standard industry terms. These are fairly literal and communicate whatan offering is or what benefit it delivers. These names are easiest for audiencesto understand and remember, and they do not require significant resources to launchor maintain. However, by themselves, they cannot be protected legally.

Examples: Chlorine, Ethylene, Glycol

Breakthrough products: AssociativeProprietary names may be considered for breakthrough products that differentiate thecompany. These should be immediately suggestive of what an offering is or what benefit itdelivers. Also, just because an offering qualifies for an associative name does not mean ithas to be named that way.

Examples: UCARE™ Polymers, ADSORBIA™ Titanium-Based Media,METHOCEL™ Cellulose Ethers


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Product Brand CategoriesDefining our product/services/technology brand categories

1. DescriptorDow + descriptor name

2. AssociativeDow + associative name

3. Branded ProductProduct visible to the consumer or identified breakthrough, market-facing product

4. Stand-aloneStand-alone product brand not associated with Dow

Categories

Definition

Investment

Name, Name Treatment, and/or Logo

Why create it?

- A descriptor name describes what the offering is or what it does in clear language

- Dow brand is stronger than product brand

- A descriptor is always preceded by the Dow name

- Uses the Dow visual identity

- An associative name conveys the attributes or benefits associated with the offering

- Dow brand is stronger than product brand; however, target audience is attracted to unique/associative name for the product

- An associative name is always preceded by the Dow name

- Uses the Dow visual identity

- The offering has a unique logo and is visually associated with the Dow logo

- The product brand has more prominence than the Dow brand

- In certain instances, offering could have a unique visual system that complements the logo and value prop

- Stand-alone brands are a small number of offerings independent of Dow

- Unique name

- A stand-alone product brand is not linked to the Dow name or brand

- For Dow products that are considered by the market and/or target customers to be commodity/bulk or are at or near the end of their product lifecycle

- Strong association with Dow brand required to gain value in marketplace

- To clarify what the offering is or does

- Very small to no financial investment being made in marketing product

- For Dow products that are considered by the market and/or target customers to be breakthrough, innovative products with a unique value proposition

- To create distinction in the marketplace and from bulk/commodity offerings

- Moderate budget and/or financial investment being made in marketing product

- Business had financial commitment for costs associated with maintaining trademark on global, region or country-by-country basis (see “Trademark Costs” section at the Dow Brand Center)

- Significant financial investment and commitment (initial and ongoing) to marketing product


- Very significant financial investment and commitment (initial and ongoing) to marketing product.


- Name is not unique

- No unique product logo

- Name treatment uses plain text

- Name can be more proprietary but must be associated with a key benefit, feature, characteristic, etc.

- No unique product logo

- Name treatment uses plain text

- Name can also be descriptive

- DOW and the trademarked NAME should be all caps followed by the TM after product name

- Product can have a unique name, logo

- Unique visual system possible if business rationale is approved

- Must be visually linked to the Dow logo

- Use of the Dow logo must follow Dow’s logo usage guidelines

- Product can also be a Descriptor or Associative if appropriate

- Product can have a completely unique name, logo and visual system

- Can not be associated with Dow

- For offers marketed directly to consumers or noted on consumer product packaging/displays, etc.

- Helps position and expand Dow in the minds of consumers in a way that supports the brand promise

- Helps products stand out and compete for “shelf-space” in a consumer product world

- May help to minimize potential risks to the Dow brand

- Product has proprietary technology/unique value proposition

- For offerings that require separation from Dow due to legal or strategic reasons

- To enable business growth without risk or potential damage to the Dow brand

- No benefit to product when associated with Dow brand


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Product Names and Logos Examples

1. DescriptorDow + descriptor name

2. AssociativeDow + associative name

3. Branded ProductProduct visible to the consumer or identified breakthrough, market-facing product

4. Stand-aloneStand-alone product brand not associated with Dow

DOW Chlorine

DOW Ethylene Glycol

Common treatment:

DOW HYPOTHERM™ resin

DOW UCARSEP™solvent purification technologies

NOTE: See structural details on pages 9-11.

NOTE: The use of the Dow name preceding the product name is preferred, but may be dropped in cases such as alphabetized product listings or when repetitive in the product name.

Ingredient Brand treatment:

Ingredient Brand treatment can be used on partner branded packaging, promotional material, etc. when a strong visual link to the Dow logo is appropriate and when a formal Ingredient Brand partnership is agreed upon and contracted. (See Partnership Strategy Guidelines at the Dow Brand Center).

Made withDow HypertHerM™

resin

Processed withDow uCArseP™

solvent purification technologies

Made withDow Technology

NOTE: See structural details on page 12.

Examples of Stand-alone products:

Examples of Branded Product logos:

Embalagem com tecnologia


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Product Brand Decision TreeWhen to use

2. Risks for Dow? Are there reasons why the offering should not be associated with Dow?

3. Consumer-facing product? Is it a Dow product that is visible to, differentiable or purchased by the consumer?

4. Breakthrough innovation? Is it a breakthrough innovation that has strong organizational commitment?

1. Existing offering? Is this a variation of an existing offering or part of a family brand, or is it a truly new offering?

- Is it a proprietary technology for Dow?

- Is there marketing budget to develop a distinct brand positioning and identity?

- Will the offering generate significant revenues that justify marketing investments?

- Does the offering have a unique value proposition?

- Will this offer be used as a platform for product extensions or bundles?

- Is it purchased by end consumers rather than a business?

- Does it appear next to other consumer products?

- Is it sold through consumer channels, such as in retail stores on a shelf?

- Is it a visible ingredient in a finished product?

- Is it an ingredient noted on a product package, hang tag, point-of-purchase display, etc. for the purposes of differentiating the consumer product?

- Does this offering pose a potential risk to Dow?

- Is the offering not aligned with Dow’s business strategy or brand positioning?

- Will association with Dow affect purchase behavior negatively (confirmed by market research)?

- Are there regulatory/legal reasons or channel conflicts that prohibit association with Dow?

- Is there an existing product name or brand that can be extended to incorporate the new offering?

- Is there an existing family brand that can be extended to incorporate the new offering?

- Can this offer live under an existing strategic name or brand (i.e., it is not unique)?

We want to identify situations where the product offering should not be associated with Dow.

We are trying to restrict the number of product brands we create at Dow and leverage existing ones.

We want to distinguish innovative and differentiated offerings from basic offerings.

We want to develop strong consumer-facing product brands that can compete in a competitive market.

START

WHY ARE WE ASKING?

YES

NO

YES

NO

YES

NO

YES

NO

1. DescriptorDow + descriptor, type only

2. AssociativeDow + associative name, type only

3. Consumer-facing Product Product with distinct logo and identity, associated with Dow logo

4. Stand-aloneStand-alone product brand with its own visual identity, no association with Dow

VersionExisting name/brand + version

- New product development has been approved

- Determine linkage of new product to Dow

- Determine type of name to be developed

- Determine whether a legacy product name and logo qualify for Consumer-facing product status


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- Creates a universal process to ensure consistency and accountability across Dow.- Ensures clear roles, responsibility and governance in name development.- Marketing and business Communications, in partnership, are responsible for delivering the entire process.

Name Development Process

Name Development Process v.1 - Creates a universal process to ensure consistency and accountability across Dow.- Ensures clear roles, responsibility and governance in name development.- Marketing and business Communications, in partnership, are responsible for delivering the entire process.

Product Development Naming Begins

Start Step 1Ideation, Concept Development & Proof of Concept Established

The offering has successfully gone through the product development process; Code name is assigned to proposed offering

Description of phase

(R, A) Business group*(R) Marketing(R) Business communications(R) Sales(I) Market research

Who is involved? Using the RACI model:

R: Responsible (“the doer”)

A: Accountable (“the buck stops here”)

C: Consulted (“in the loop”)

I: Informed (“keep in the picture”)

Develop a core idea of what will be brought to market and its viability

Key outcomes

* Business group is the entity that generates the offering and is responsible for its overall development and in-market life.

Step 2Kick off Meeting

General briefing session and review of the offering

(R, A) Business group(C) Marketing(R) Business communications(C) Sales(I) Market research(I) Legal/Trademark

Gain a high level comprehension of the offering

Step 3Decision Tree & Naming Brief

Decision Tree is used to determine what type of name needs to be created; marketing creates a naming brief to share with core team

Brief Creation(R, A) Marketing(R) Business communications

Brief Review(R) Business group(R, A) Marketing(R) Business communications(R) Sales(I) Market research

Brief Approval(A) Marketing(R) Business communications

Creation and approval of a naming brief that will outline naming requirements and guidelines.

Engage purchasing if you wish to identify a supplier to support in your naming project or an RFP process to define a naming supplier, is required.

Step 4NameGeneration

Naming strategy brief is the blueprint for name development

(R, A) Marketing(R) Business communications(I) Business group(I) Sales(I) Market research(I) Legal/Trademark

Develop a broad list of names that fit to the naming criteria for the appropriate category

Step 5Team Review and Selection of Short List

A refined, short list of recommendations will be presented to the core teamand undergo initial legal check

(R, A) Marketing(R) Business communications(R) Business group(R) Sales(C) Market research(R) Legal/Trademark

Selection of names to go into market research or final approvals

Step 6Market Research (as Appropriate)

Market research is conducted on shortlisted/recommended names

(R, A) Market research(R, C) Marketing(R) Business communications(I) Sales(I) Business group(I) Legal/Trademark

Test name candidates amongtarget audiences to determine strengths and weaknesses

Step 7Legal Review / Final Name selection

Pick one preferred and 1-2 back up names to ensure legal clearance

Legal review(R, A) Legal(R) Marketing(R) Business communications

Final Name Selection(R, A) Marketing(R) Business communications(I) Business group(I) Sales(C) Legal/Trademark(I) Market research

Selection of final name


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Return to Table of Contents

Name Development

Logo Development

Guidelines Development

Start Step 1Name generation, legal review, and final name selection

Step 2

Step 3Design brief

Step 4Logo exploration

Step 5Team review and selection of direction

Step 6Market research and testing(as appropriate)

Step 7 Step 8Legal review/ Registration

Step 9Logo usage guidelines development

The naming process is complete and a final name has been se-lected and registered

Exploration of a range of logo concepts based on the design brief

Review of logo con-cepts in contextual applications and evalu -ation of design direc -tions in accordance with the design brief

New logo designs(s) tested in the market across target audiences

Finalization of logo design and identity

Final logo is cleared for legal usage and trade-mark privileges (If logo does not clear legal, go back to Step 4)

Logo usage is codi-fied through a brand identity guidelines document

Description of phase

(R, A) Business Group(R) Sales(R) Marketing(R) Business communications(C) Market research(C) Legal/Trademark

(R, A) Business group(R) Marketing(R) Business communications(C ) Branding Team(C) Sales(I) Legal/Trademark

Brief Creation:(R, A) Creative/design(R) Business communications(C) Marketing(C ) Branding Team

Brief Review:(R) Business group(R) Marketing(R) Business communications(R) Sales

(R, A) Creative/design(R) Business communications(C ) Branding Team(I) Business group(I) Marketing(I) Sales

(R, A) Business Group(R) Creative/design(R) Marketing(R) Business communications(R) Sales(I) Market research

(R, A) Market Research(R, C) Marketing(R) Business communications(I) Creative/design(I) Business group(I) Sales(I) Legal/Trademark

Refinements:(R, A) Creative/design(R) Business communications(C ) Branding Team(C) Marketing(C) Sales

Finalization:(R, A) Business group(R) Marketing(R) Business communications(C) Sales(C) Legal/Trademark(I) Creative/design

(R, A) Legal/Trademark(R) Marketing(R) Business communications(C) Business group(C) Sales(I) Creative/design

(R, A) Creative/design(R) Business communications(R) Marketing(C) Business group(C ) Branding Team(C) Sales

Who is involved? Using the RACI model:

R: Responsible (“the doer”)

A: Accountable (“the buck stops here”)

C: Consulted (“in the loop”)

I: Informed (“keep in the picture”)

Confirm a final product name

1-2 Weeks

Approve a design brief that will outline functional and creative functions and consid -erations

1 Week

Select a short list of logo options

2-4 Weeks

Select a direction to gointo market research or final approvals.

Market research onlynecessary for logoswith unique VisualIdentity required.

1 Week

Validate direction

Varies

Revise and finalize the logo

1 Week

Register final logo

Varies

Create logo guidelines document

4-6 Weeks

Key outcomes

Timing

* Business group is the entity that generates the offering and is responsible for its overall development and in-market life.

Logo Development Process v.1 - Creates a universal process to ensure consistency and accountability across Dow.- Ensures clear roles, responsibility and governance in logo development.- Marketing and business Communications, in partnership, are responsible for delivering the entire process.

Product Branding

- Creates a universal process to ensure consistency and accountability across Dow.- Ensures clear roles, responsibility and governance in logo development.- Marketing and business Communications, in partnership, are responsible for delivering the entire process.

Logo Development Process


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Branded Product LogosGeneral creation guidelines

flexible packaging by

product modifier by

product modifier by

long product modifiers break into two lines by

- Product logo must be logotype only

- Must be in black/grey as defined by Dow color palette*

- Can incorporate a graphic element only if it is an enhancement of one of the letters

- No enhancements outside of logotype

- Product modifier must be appropriate size and placement below the product logo type

- Dow Diamond must be appropriate proportion and placement below the logotype

* Depending on resources and strategy, some Branded Products may be allowed to develop their own look and feel with Brand Council guidance and approval.

See pages 14 and 15 for examples.


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11.5 pt typefont: Dow Corporate Regular

always in 100% black



Dow Diamond prints PMS 185 or CMYK conversion per brand color palette, see page 19


approximately 50 pt type (depending on the style of the font)

100% black or screens of black per brand color palette, see page 19

approximately 62-65 pt type (depending on the style of the font)


when logo type has descenders, use the height of the “D” in the Dow Diamond for clear space

when logo type has NO descenders, use 1/2 the height of the Dow Diamond for clear space

.75" wide

product modifier by

product modifier by

For long logo names, 6+ letters

For short logo names, 5 letters or less

Product Branding

Branded Product Logos Structural details

.75" wide


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Branded Product LogosStructural details - cont’d




approximately 62-65 pt type (depending on the style of the font)


when the Dow Diamond falls below a modifer with two or more lines of text, use 2/3 the height of the Dow Diamond for clear space

Type treatment for logos with long product modifiers

long product modifiers break into two lines by

¾" wide


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Ingredient Brand TreatmentStructure

Ingredient Brand treatment can be used on partner branded packaging, promotional material, etc. when a strong visual link to the Dow logo is appropriate and when a formal Ingredient Brand partnership is agreed upon and contracted. (See Partnership Strategy Guidelines at the Dow Brand Center.

The three samples to the right provide specifications for the correct structure when using the Ingredient Brand treatment.

Made withDow opULyN™

opacifiers

Processed withDow PoLYoX™

water soluble resins

Made withDow Technology

1 ½" wide Dow Diamond

Use 1 ½ times the height of the “D” in the Dow Diamond for clear space between the Diamond and the trademark text

- 12 point text with 14 point leading, flush left- Use Dow Corporate Regular, when font is available, otherwise Helvetica Regular

https://brand.dow.com/


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Visual ImplicationsAssociative product names

Associative product names are set apart from other text by using all capitalized letters for the trademarked name. Product modifiers are treated like any other text. The example below shows how an an Associative product name, BETASEAL™ Glass Bonding Systems, should be visually applied. The Dow Diamond should not be locked up with any other elements and should follow all logo use guidelines. Associative product names and their modifiers do not receive their own logo, and are rendered in the corporate font. The goal is to clearly communicate that this is a Dow product, and all Associative product names should have a consistent look and feel. These products make up the large majority of the Dow portfolio.

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sD

ow B

ETAS

EALTM

Solid All Weather PerformanceMade Possible by Dow BETASEAL™ Glass Bonding Systems

Donec lobortis placerat enim, vitae tincidunt tortor malesuada eget.

1407 Adhesive

1407 Adhesive

Solid AllWeather PerformanceMade Possible byDow BETASEALTM Glass Bonding Systems

1407

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stem

sD

ow B

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1407 Adhesive

1407 Adhesive

Solid AllWeather PerformanceMade Possible byDow BETASEALTM Glass Bonding Systems

Don’t apply or use product logos on brochures



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive

Don’t apply or use product logos on brochure covers



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive




1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



1407 Adhesive



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Branded Product logos follow the Dow Brand templates with the addition of a product logo in the approved format (see page 9 for logo format details). Following the masterbrand, the Dow Diamond logo in the top left of the page should not be locked up with any other elements and should follow all logo use guidelines. The product logo should be used as clearly secondary to the Dow Diamond.

Depending on resources and strategy, some Branded Products may be allowed to develop their own look and feel with Brand Council guidance and approval. See page 15 for example of Branded Product logos in an approved Modified Dow Visual System.

The goal is to allow Branded Products to be targeted to specific audiences while still communicating that this is a Dow product.

Visual Implications Branded Product logos

The mock Product-LogoTM shown above is an example of a standard format Branded Product logo used in the Dow Brochure template.

Consumer & Lifestyle solutionsPersonal CareConsumer & Lifestyle solutions

Images shown to the right are mock-ups for example only.

Paint & Coatings Product Manual

Dow Consumer & Industrial Solutions

Product-Logo™product descriptor by

Product-Logo™product descriptor by


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Depending on resources and strategy, some Branded Products may be allowed to develop their own look and feel with Brand Council guidance and approval.

In the case of STYROFOAM™, PMS 2995 blue is added to the Dow color palette to support product identity in the marketplace. The addition of this color comes with a limited and prescriptive use.

Following the masterbrand, the Dow Diamond in the top left corner should not be locked up with any other elements and should follow all logo use guidelines. The goal is to allow Branded Products to be targeted to specific audiences while still communicating that this is a Dow product.

Visual Implications Branded Product logos in a modified Dow Visual System

Images shown to the right are mock-ups for example only. Brochure Example

The STYROFOAMTM brochure and sell sheet shown above are examples of a Branded Product with a modified visual system using the blue product brand color in both the logo and the literature design. See pages 9-11 for details on Branded Product logos.

Sell Sheet Example


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(Not associated with Dow masterbrand)Stand-alone products are able to have their own distinct logo and visual look and feel. There is no visual link to Dow. The goal is to encourage business growth without putting the Dow Diamond at risk. There are a very limited number of standalone products.

Visual Implications Stand-alone

Dow Product Branding Dow CoNFIDeNTIAL — Do not share without permission. www.dowbrandcenter.com February 2015 — VersIoN 1

®™Trademark of The Dow Chemical Company (“Dow”) or an affiliated company of Dow

product naming and branding guidelines

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