Our logoGuidelines on proper use of

the Aetna logo

March 2018

Logo

Building our equityOur logo is a representation of who we are.The Aetna logo was created to reinforce our

team approach and our dedication to building relationships with our members.

Key principlesLogo

Aetna Dental® Indemnity PlanFreedom to choose — and no referrals, ever

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Our logo must be centered on all Aetna communications, with

exceptions made for digital technical limitations only.

Violet is our lead brand color. It should be exclusively used for all business- and operational-related items and materials.

When placing the Aetna logo on imagery, use only the

white Aetna logo. It should be interwoven with the image and

horizontally centered.

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Color usage in business and operational materialsLogo

All business- and operational-related items and materials should use our violet logo, or our white logo on violet.

Business- and operational-related items and materials include, but are not limited to, business cards, stationery, emails and email signatures, apparel, promotional items, signage and event booths.

Building and office signage can feature the logo in brushed silver in cases where the violet logo can’t be used.

ID cards Business cards Stationery Signage

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Susan Abbondolo Print Buyer Corporate Procurement

9 Entin Road Suite 200 Parsippany, NJ 07022

abbondolos@aetna.com 973-222-6501 T 973-595-0614 T

CUSTOMER NAME LINE ONE CUSTOMER NAME LINE TWO

ID W1234 56789NAME01 JOSEPH Q SAMPLEHea l th P lan (80840) 914086 0054 GRP: 111111-011-00101PCP: ABC Fami l y P r a c t i c e02 JANE Q SAMPLE PCP : ABC Fami l y P rac t i ce 03 JACKSON Q SAMPLE PCP : ABC Fami l y P rac t i ce 04 JESSE Q SAMPLE PCP : ABC Fami l y P rac t i ce 05 JEFFREY Q SAMPLE PCP : ABC Fami l y P rac t i ce

RX B I N # 6 1 0 5 0 2PCP $ 25.00SPC $ 40.00

Managed ChoiceOpen Access

Product logo

Network logo

Hartford, CT 06105151 Farmington Ave

aetna.com860-273-0123 P

10 November 2012

Jane McSample1234 Main StreetAnytown, US 12345

Dear Jane,

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nulla pulvinar eu.

consectetur adipiscing elit. Donec et magna vitae

Sincerely,

Eugene VilliatoraLorem title

aetna.com

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151 Farmington AveHartford, CT 06105

Jane McSample1234 Main StreetAnytown, US 12345

Color usage in marketing materialsLogo

Marketing materials may use our white logo on any one of our primary colors or have our logo set in any one of our primary colors.

Advertising communications use a white logo.

Websites can use whichever color from the primary color palette best complements the design.

Customer brochures and other marketing materials can use whichever color from the primary color palette matches the color used in the design.

Black-and-white printed materials should use our black logo.

Advertising Websites

Why choose us?Everyone’s needs are different. But we all

want health insurance coverage that makes life easier. Aetna offers affordable coverage that’s easy to understand and easy to use.

Learn more about how an Aetna health plan can work for you.

Tools and resourcesWe offer many different health plans.

Doctors may accept some of our plans and not others. If you log in to your secure

account, the system uses your specific plan information during your search.

Improving community healthFifty U.S. cities and counties were recently

recognized for their efforts to improve community health.

Individuals & families Employers & organizations Producers About usHealth care professionals

Helpful links for membersFind a doctor » View coverage » Check a claim » Print an ID card » Update account »

Log in/register

Brochures and flyers

Find it fast

Gym memberships, weight-loss programs, eyewearand exams, massage and more

Aetna Discount ProgramLive well with on-the-spot savings

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Aetna Dental® Indemnity PlanFreedom to choose — and no referrals, ever

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DocFind® online Provider DirectoryFind the doctor you need today

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5

Clear spaceLogo

Keep the logo clear of competing text, images and graphics by maintaining the minimum amount of clear space, which is equal to .25 of the width of the logo on all sides.

X

.25X .25X

.25X

.25X

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Minimum sizesLogo

Keep the logo legible by always using the wordmark at sizes greater than 0.14” high for print and 25px by 98px for digital applications.

Minimum size for printFor print, use the “regular usage” file whenever the height of the logo is 0.5” or greater. When the logo is between 0.14” and 0.5” in height, use the “small print and digital usage” file.

All print applications should use an EPS logo from the Aetna Brand Center.

Minimum size for digitalFor digital applications, use the “small print and digital usage” file for all sizes.

All digital applications should use a PNG, JPEG or SVG logo from the Aetna Brand Center.

H: 0.14″

PrintUse the small print logo for heights between 0.14” and 0.5”. The ® is larger in proportion to the Aetna wordmark to remain legible at smaller sizes.

H: 25px

W: 98px

DigitalUse the digital usage logo for all digital applications. The ® is larger in proportion to the Aetna wordmark to remain legible at smaller sizes.

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Logo on photographyLogo

When placing the Aetna logo on imagery:

• Use only the white Aetna logo

• Interweave with the image and horizontally center

• The ® is not required to be used with the logo

A designer has the software and can help you integrate the Aetna logo on photography.

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Placement on print applicationsLogo

On print applications, our logo should be centered and placed at the bottom of the communication.

If a print application is two-sided or has a front and back cover, the logos should be the same size and have the same placement on both sides, whenever possible.

When placing the logo, always respect the logo clear space.

Aetna Dental® Indemnity PlanFreedom to choose — and no referrals, ever

aetna.com00.03.384.1 G (8/17)

Dental indemnity insurance plans are offered and/or underwritten by Aetna Life Insurance Company (Aetna).Apple, the Apple logo and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Android and Google Play are trademarks of Google Inc.This material is for information only and is not an offer or invitation to contract. You must complete an application to obtain coverage. Rates and benefits vary by location. Dental insurance plans contain exclusions and limitations. Dental information programs provide general dental information and are not a substitute for diagnosis or treatment by a dentist or other dental care professional. Providers are independent contractors and are not agents of Aetna. Provider participation may change without notice. Aetna does not provide care or guarantee access to dental services. Not all dental services are covered. See plan documents for a complete description of benefits, exclusions, limitations and conditions of coverage. Plan features and availability may vary by location and/or group size and are subject to change. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.Policy forms issued in Oklahoma include: GR-9/GR-9N, GR-23 and/or GR-29/GR-29N.

aetna.com

So easy to useThis dental insurance plan covers the usual — routine exams, emergencies and specialist visits. No referrals needed. And it’s so easy to use your benefits:

1. Go to any licensed dentist for covered services. You don’t need a member ID card.

2. Many dentists will submit the claim for you. If yours doesn’t, you can find a claims form on your members-only website at www.aetna.com.

3. Pay your share directly to the dentist when you get the bill.

Check for your costsGroup dental insurance plans are all different. That’s why you won’t see your specific cost information here. Instead, check the benefits summary that comes with your plan information to find your share of the costs. This may include your:

Deductible — the dollar amount some plans require you to pay for services before coverage begins.

Coinsurance — the percent of health care expenses you pay after your deductible. Your health plan pays the rest. For instance, you pay 20 percent, and your plan pays 80 percent.

Balance bill — some dentists charge more than the plan allows. In some cases, you might have to pay this difference.

Your dental plan may have annual and lifetime limits on coverage. And there may be age and frequency limits on some services.

Extra online helpGet your informationWhen you’re an Aetna member, you get tools and resources to help you manage your health and your benefits. All of your plan information and cost-saving tools are in one place—your secure member website. Sign up today at www.aetna.com.

And get tips for a brighter, healthier smileCheck out our dental articles and interactive tools. You’ll find topics ranging from fillings and flossing to dentures … and more. Plus, get expert opinions from the Columbia University College of Dental Medicine, as well as the latest dental news. Visit www.simplestepsdental.com.

Find what you need — wherever, wheneverThe Aetna Mobile app puts our most popular online features at your fingertips. It’s available for Android™ and iPhone® mobile devices.

Visit www.aetna.com/mobile.

Easy is good. So sign up today to get your go-anywhere dental plan.

©2017 Aetna Inc. 00.03.384.1 G (8/17)

9

PrintOur logo is centered and placed at the

bottom of the communication.

Placement on digital applicationsLogo

Our logo should be centered on all digital applications, unless prohibited for technical reasons.

Our logo can be placed at the top of the page or underneath a headline.

When placing the logo, always respect the logo clear space.

Centered, top of page

Our logo is centered in the navigation bar at the top of the page.

Why choose us?Everyone’s needs are different. But we all

want health insurance coverage that makes life easier. Aetna offers affordable coverage that’s easy to understand and easy to use.

Learn more about how an Aetna health plan can work for you.

Tools and resourcesWe offer many different health plans.

Doctors may accept some of our plans and not others. If you log in to your secure

account, the system uses your specific plan information during your search.

Improving community healthFifty U.S. cities and counties were recently

recognized for their efforts to improve community health.

Individuals & families Employers & organizations Producers About usHealth care professionals

Helpful links for membersFind a doctor » View coverage » Check a claim » Print an ID card » Update account »

Log in/register

Find out what you owe or already paid. See what your plan paid. And check the amount you have left to meet your deductible.

Not registered?

Registering for an Aetna Navigator® member website account only takes a few minutes. You’ll need your Aetna ID number.

REGISTER NOW »

PRIVACY STATEMENT | TERMS OF USE MEMBER DISCLOSURE | ©2017 AETNA, INC.

CONTACT US »

We are located at 151 Farmington Ave, Hartford, Connecticut 06156

View yourclaim now

VIEW YOUR CLAIM »

Centered, underneath headline

Our logo is centered beneath the headline or header image.

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Things to avoidLogo

Never set our logo in one of our tints or place a white logo on a tint. This keeps our brand vibrant and ensures that the logo stays legible.

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Things to avoidLogo

Our logo stands for who we are. It is recognizable, full of character and always consistent. Therefore, it should not be altered under any circumstances. Here are some examples of things to avoid when using our logo.

Do not change our logo’s proportions.

Do not outline our logo. Do not add drop shadows or other effects to our logo.

Do not use the “ae” ligature by itself.

Do not use the cropped “ae” as a favicon, app icon or elsewhere.

Do not crop our logo. Do not use a color logo on imagery; use the white logo.

Do not place our logo in a holding shape.

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Logo libraryLogo

For Microsoft applicationsJPEG and PNG files should be used for PowerPoint, Word and other Microsoft applications.

Aetna Logo Violet (transparent background).pngAetna Logo Violet (white background).jpg

Aetna Logo White (transparent background).png

Note: Cranberry and teal logos are for marketing use only.

Aetna Logo Cranberry (transparent background).pngAetna Logo Cranberry (white background).jpg

Aetna Logo Teal (transparent background).pngAetna Logo Teal (white background).jpg

Note: Black logo is for exceptional uses only.

Aetna Logo Black (transparent background).pngAetna Logo Black (white background).jpg

For web and digital designScalable vector SVG files should be used for responsive web and digital designs.

Aetna Logo Violet (transparent background).svg

Aetna Logo White (transparent background).svg

Aetna Logo Cranberry (transparent background).svg

Aetna Logo Teal (transparent background).svg

Aetna Logo Black (transparent background).svg

For print, regular useThe “regular usage” logo will serve for most print applications. It has been designed for use in print at heights of 0.5” and larger.

Aetna Logo Violet CMYK Coated.eps

Aetna Logo White.eps Aetna Logo Cranberry CMYK Coated.eps

Aetna Logo Teal CMYK Coated.eps

Aetna Logo Black.eps

For print, small size useThe “small space usage” logo has a larger registered mark and has been designed to work in print at heights less than 0.5”.

Aetna Logo ss Violet CMYK Coated.eps

Aetna Logo ss White.eps Aetna Logo ss Cranberry CMYK Coated.eps

Aetna Logo ss Teal CMYK Coated.eps

Aetna Logo ss Black.eps

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Thank you

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