Identity Standards & Guidelines

BRANDSTRATEGY

WHO WE ARE

wehelp people

managethe risks of

everyday life

HOW WE ACT

be engagingbe the answer

be personalBe Thankful

to everyCustomer

TAGLINE

buildingCommunities

IDENTITYSTANDARDS

PURPOSE: Identifying State FarmState Farm is establishing a unified image for the company and its services. By January 31, 2013, all communications are strongly encorage to fully reflect State Farm identity described in these guidelines.

The objective of this effort is to present a reliable and coherent identity that enhances the prestige and value of State Farm among key audiences and stakeholders. A consistentent identity will enhance our ability to lead and innovate. It will set State Farm apart from other insurance companies and increase our ability to atract and retain exceptional customers, agencies and employees. Identity standards are designed to help all departments and services by strengthening State Farm brand.

This document may be downloaded and used by anyone responsible for creating or updating any State Farm-related communications as long as guidelines are followed as outlined. Use these guidelines whenever develop-ing materials that represent State Farm to important audiences.

These guidelines establish a basic foundation for design execution and strategy. At the same time State Farm acknowledges these guidelines cannnot address every design situation taht may arise. In such cases, internal experts are available to assist you.

Signature

BrandmarkLogotype

A Signature is the structured relationship between a logotype, brandmark, and tagline. Some programs

accommodate split signatures that allow the mark and the logotype to be separate

LOGO GUIDELINES1. Different guidelines apply for print and for electronic media. Please make sure to use the State Farm logotype and/or brandmark that is most appropri-ate for your application.

a. Print Media:i. The official logo combines two separate elements: the trademark and brandmark. These two elements work in concert and cannot —when show together — be resized, reaggranged, or altered in any way.ii. While the official version is always preferred, a vertical version can beused when necessary. Again, the elents in the vertical version work in concert and cannot be resized, rearranged, or altered in any way.iii. For design purposes, the trademark and wordmark “State Farm” canbe used separately.iv. An approved version of the State Farm’s logo must appear on all material published or distributed by the marketing department. The logo should be sized and positioned for easy visibility and recognition.

b. Electronic Media:i. The official version of State Farm logo is always preferred. However, arevised vertical version should be use for web desing.

2. A “safe area” should always exist around the logo to allow maximum legibility. No elementos such a typography, other logos, or graphics should intrude over the safe area.Placing the logo too near a cut or folded edge also violates the safe area. The safe area is equal to one-half the height.

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PRIMARY LOGO

Brandmark only

The official State Farm signature including the logotype and brandmark

Logotype only

Note: The trademark must ALWAYS print in red,black, or white ink colors. Gray may be used as anaccent color, but the trademark itself should notprint in gray. The trademark cannot be printed as ascreened value or as semitransparent.

WORDMARKS1. State Farm a. In titles, addresses, and other instances where the name stands alone “the” should not be use in anyway. b. When use alone, the wordmark on printed pieces should always appear in sans serif typeface, preferably Futura BT. c. Web application should be sans serif type. Acceptable substitutes include Arial Black and Helvetica Bold.

2. Other wordmarks or terms trademarked by State Farm include ( but are not limited to) Insurance, Mutual Funds, and State Farm Bank.

STATE FARM

STATE FARM

Arial Black

Helvetica Bold

SECONDARY: Logos1. Whenever possible, print designs should be created to use the primary State Farm logo. In situations where the horizontal long logo absolutely will not fit, an alternative logo may be used. Alternative logo also require a safe area of one-half the height of the brandmark used in that application of the logo.

Horizontal Centered

Horizontal Long

PRIMARY COLOR PALETTE1. The primary color palette for State Farm is shown below. Prominent use of these colors further reinforces State Farm brand.

2. Do not screen the red ink when printing. Screening red turns the color to pink.

3. Symbols and logos can also be blind embossed, die cut, or stamped in gold foil.

RED C13, M100, Y100, K4 #CC2027

RED C25, M99, Y98, K22 #9D1F22

WHITE C0, M0, Y0, K0 #FFFFFF

SECONDARY COLOR PALETTE1. The secondary color palette provides colors to complement the primary palette of red and white. Note that secondary colors do not replace the primary color palette of red and white. In most instances where only two colors are available for printing, red and white should be used. In all cases, the colors blue and orange should be avoided.

2. Working with a standard expanded palette allows flexibility for individual entities while mintaining a coordinated expression of State Farm brand.

3. When specifying colors in HTML, please use the hexadecimal values given here and not “browser-safe” equivalents.

C0, M46, Y100, K33 #8F5917

C0, M20, Y950, K5 #CEAC75

C0, M15, Y40, K4 #DAC092

C0, M90, Y100, K51 #990000

1. PRINT: To ensure legibility andrecognition on printed materials,State Farm’s logo may not appearsmaller than the sizes shown below.

2. WEB: For web applications,State Farm’s primary logos may notappear any smaller than the sizesillustrated below. (The sizes are fora browser default monitor settingof 800 x 600 pixels.)

3. OTHER: Whenever State Farmlogo appears on collateral withlogos of other organizations, pleaseensure State Farm’s logo is equalin size and visibility to other logos.In cases where State Farm logoappears as a link on another Website or as secondary logo on aWeb site affiliated with State Farm,please ensure the logo is easilylegible and recognizable.

SIZE RESTRICTIONS

1” for signature: logotype +brandmark

trademark=.25 height

100 pixels for signature

trademark= height 35 px

UNACCEPTABLE APPLICATIONS1. Shown below are unacceptable applications of State Farm’s logo. To ensure consistency, do not alter State Farm’s logo or wordmarks in any way.

Wrong font and wrong alignment

Do not distort State Farm’s logo

The trademark should not print gray, as a screened value or as semitransparent.

State Farm

WEB USAGE1. All guidelines in this document apply to both print and electronic applica-tions, unless otherwise specified. For example, the State Farm’s logo must appear on the top left of the State Farm’s home page. The logo must retain its safe area and be used appropriately in Web environments. In addition:

a. On Web pages where the logo does not appear, the words “State Farm” must appear.b. When the State Farm’s logo is used on a Web page, is should serve as the link to the homepage. A text link should be also be provided.c. The brandmark should not be used as a repeating wallpaper pattern.d. The brandmark may not be altered in any way (reshaped, resized).

LETTERHEAD & BUSINESS CARD1. State Farm has a strong reputation for service excellence and great business. The standard format for State Farm letterhead and business cards is shown at the bottom. Layouts, type specifications, and colors are already established; variations from these graphic standards are officially discouraged and should not be allowed.

STATE FARM201 Presidents Circle

Room 201SLC UT 84112801.581.7200

statefarm.com

STATE FARM

State Farm InsuranceJason WhiteStudent AdvisorOne State Farm PlazaBloomington, IL 61710

November 24th, 2012

Dear Mr. Jason

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Signature

Claudia SnowInsurance Agent

State Farm InsuranceOne State Farm Plaza

Bloomington, IL 61710

1-800-782-8332 ext. 112561-877-734-2265

statefarm.com

STA

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STATE FARM

MERCHANDISE/TRADEMARK1. All uses and representation of State Farm’s name and marks on items of merchandise, whether for sale or for internal use, are licensed. Licensed use of State Farm’s name and marks will preserve State Farm’s good name and reputation by ensuring that products bearing State Farm’s name and marks are of quality and good taste, reflect State Farm’s commitment to fair labor practices, and are consistent witht State Farm’s branding efforts.

2. All licensed goods must be approved before production by the Licensing Administrator and may only be produced by licensed vendors. Applications approved by the Licensing Administrator do not constitute a precedent or change to the guidelines presented here.

STATE FARM

3. Before contacting a vendor, call Trademark Licensing at 800-123-4567. If you have questions about licensing, or would like a list of licensed vendors, contact the Licensing Administrator at the above number.

4. Third-party use of State Farm trademarks and/or logos in any form (including print, moving or still photography, or digital format) is governed by trademark licesing.