PARTNERSHIP BRANDING - Dow Chemical Company

Brand guidelinesPARTNERSHIP BRANDING ADDENDUM

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www.brand.dow.com December 2019 - Version 1

2Dow Partnership Branding v1.0 | December 2019

DOW RESTRICTEDContents

IMPORTANT INFORMATION REGARDING THE DOW DIAMOND:As our focus at Dow becomes more digital, we have re-aligned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color.Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos.

Partnership StrategyOverview 3Partnership Definitions 4Partner Relationship Strategies 5-6

Process and ToolsPartnership Branding

General Process Overview 7Tactical Partnerships Process Overview 8Step 1: Opportunity Filter 9-10Step 2: Involvement /Approval Process 11-12Step 3: Decision Trees Introduction 13

Ingredient BrandOverview 14Decision Tree 15Maximize Visual Linkage to Dow Brand 15Dow Endorsements on Partner Branding 17-18Partner Endorsements on Dow Branding 20-21

SponsorshipOverview 22Decision Tree 23DowOnly(signaturerelationship) 24Dow Sponsorship Lock-up 25-26Simple Dow Endorsement 27-28

Co-marketingOverview 29Decision Tree 30Partner Endorsements 31Dow Endorsements 32-33

Channel PartnerOverview 34Decision Tree 35Channel Partner Descriptors 36Dow Endorsements of Channel Partner 37-38PartnerEndorsementsofDow 39-40

Joint VentureOverview 41DecisionTree 42MaximizeVisualLinkagePriorityList 43Dual-namedStand-aloneBrands 44DowandPartnerLock-up 45Stand-aloneBrands 46

SubsidiaryOverview 47DecisionTree 48SubsidiaryLock-ups 49Dow Endorsements 50Stand-alone Brands 51

https://brand.dow.com/public/

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Dow Partnership Branding v1.0 | December 2019

Overview

Contents | Partnership Strategy | Process and Tools | Ingredient Brand | Sponsorship | Co-marketing | Channel Partner | Joint Venture | Subsidiary

Dow engages in many kinds of partner relationships: ingredient brands, co-marketing, sponsorships, channel partners, joint ventures and subsidiaries. These partnerships are crucial to growing our business. They add value to our master brand, help us achieve our business goals and enhance our relationships with key customers and stakeholders. Getting the most out of partnerships requires a strategic approach—one that’s applied consistently across our entire enterprise. The following guidelines explain how to use the Dow brand in partnerships while supporting our overall brand strategy and protecting our brand.

Dow’s partner branding options can be simplified into 6 types:

1. Ingredient Branding

In most cases, this involves identifying a Dow ingredient in a partner product. However, in some cases the branding can be usedtoidentifyanentirecategoryoffering.

2. Co-marketingUnlike ingredient branding, the purpose of the co-marketing partnership is strictly promotional rather than to create or improveanoffer.

3. Channel Partner

An agreement for cooperation among two or more independent companies to expand channel operations (distributors, manufacturers, contractors).

4. Joint VentureAnewlegalentitycreatedtoachievespecificobjectivesthroughan arrangement between two or more companies that share revenues and expenses.

5. SubsidiaryThe subsidiary has no visual or verbal link with Dow. The entity will either use the partner brand or a unique name, logo and visual system will be created.

6. SponsorshipsDow is involved with many sponsorship programs that support our corporate vision for “Solutions for Human Progress”. The most visible of these partnerships is our partnership with the Olympics through 2020.

THE DOW DIAMOND IS OUR MOST VALUABLE ASSET. Careful consideration should always be given to any potential partnership for the value that will be gained by Dow and also the possible risks to our brand that may result from certain partnerships.

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Partnership definitions

Many partnerships require licensing, a tactic that allows partners to use our brand.

Licensing (v.) the leasing of a brand name to a company other than the owner of that particular brand. Licensing agreements typically outline guidelines for how the brand can or can’t be used.

Licensing enables a company to:- Increase visibility in current and

new markets- Expand associations and perceptions

of the brand by leveraging equities of partner brands

- Ensure that the brand is used correctly even on other brands’ materials

Co-branding (v.) the use of two or more brands simultaneously on an asset or communication piece. Co-branding is most common when licensing a brand for a partnership.

1. Ingredient Brand

2. Sponsorship 3. Co-marketing 4. Channel Partner

5. Joint Venture

Ingredient brandA product or technology that is used by Dow or Dow Partner to increase overall value.

SponsorshipDow or Dow Partner may support an event, activity, person or organization financiallyorthrough the provision of products or services.

Co-marketingMarketing practice where companies may use each other’s marketing channels to promote products, abundledofferingor common initiative.

Channel partnerAgreement forcooperation among two or more independent companies to expand channeloperations (e.g., distributors, manufacturers, contractors).

Joint ventureA new entity created to achievespecificobjectivesthrough an arrangementbetween two ormore companiesthat share revenues and expenses.

6. Subsidiary Enterprise

SubsidiaryAn entity partially or wholly owned by the parent company through the ownership ofvoting stock.

EnterpriseA business orcompany, includingall legal entities,that owns andrepresents allofferingsintheportfolio.

Low prominenceLow level of control

High prominenceHigh level of control

[No examples at this time]


NOTE: In business communications, use caution whenever referring to “partners,” “partnership,” or any derivative. Partnership can convey a specific type of business and legal relationship—always confirm with Dow’s legal team before publishing externally.

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Partner relationship strategiesDefiningbrandprominence

Presenting Dow as the predominant brand in partnerships is usually preferred. However, depending upon legal reasons, contractual agreements, restrictedspaceorevenstrategicfitwiththeDowbrandtherearedifferencesin partner relationships which dictate the level of prominence of the Dow brand in a partnership.

Two key elements define partnerships: Control and Positive Impact of association. As either increases, so does the prominence of the Dow logo (asshowninthefigureontheright).

Control: Dow’s level of ownership or leverage in the partnership compared to other partners.

Positive impact of association: Theperceivedlevelofbenefittobegainedby explicitly linking the Dow brand with another brand.

This is determined by three factors:

- How much the partnership will positively impact the Dow brand- How much the Dow brand will positively impact the partnership- How much commercial value can be generated through the partnership

If the impact of association is neutral or negative, the partnership should not be formally associated with Dow in a branding context.

Low

Low HighControlNegative impace of assoiation

Posi

tive

impa

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f ass

ocia

tion

Hig

h


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Partner relationship strategiesObjectives

Understanding the overall level of control and positive impact of association helps us determine how the partnership should be branded, as shown in the chart to the right.

Low

Low HighControl

Posi

tive

impa

ct o

f ass

ocia

tion

Hig

h

Maximize integration- Dow wants to be known in the market,

but has limited control over how prominent the Dow brand can be.

- The goal is to maximize the prominence of the Dow brand, but solutions can vary based on negotiations.

Claim ownership- The partnership can help definetheDow

organization, strongly supporting Dow’s positioning and what the brand stands for.

- Dow is always the primary brand, but some solutions allow for use of a partner brand in a secondary role if it adds value.

Be visible- The partnership is an opportunity to

increase awareness, but is not critical to expanding associations of the Dow brand.

- Visibility of the Dow brand should be limited to a secondary

endorsement role or targeted communications.

Grow value- While positive impact is currently low,

this represents an opportunity to expand associations and grow the Dow brand in the future.

- The Dow brand should initially be limited to a secondary role, but visibility can increase as associations with the Dow brand expand.


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Partner branding processOverview of support tools

To make Dow partnership practices easier to work with, we’ve developed a streamlined process and a set of helpful tools. The following pageswillguideyouinfindinganappropriatesolution and will direct you to the tools and guidancespecifictoyourpartnershipneed.

These tools should be completed in the order shown. Please keep a record of all information gathered during these steps, as you may need it as part of the approval process with the business and legal.

NOTE: For Tactical Partnerships only (ingredient brands, sponsorships and co-marketing), please move on to the specific process on the following page.

Simple step-by-step process overview: Step 1. Determine whether the DOW Diamond should be used with the partnership. - Strategic tool: use the “Opportunity Filter” (found on pages 9-10) to ensure that prospective partnerships align with our positioning and do not put Dow at risk

Step 2. Determine which decision-makers need to be involved. - Strategic tool: use the “Involvement Process” (found on pages 11-12) to ensure that the right decision makers are included in the process

Step 3. Determine how to brand the partnership. - Strategic tool: use the “Decision Trees” (Decision Trees introduction on page 13) to guide you to the appropriate partnership type and how to brand it


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Partner branding processTactical partnerships process overview (Ingredient Brands, Sponsorships, Co-marketing)

Snapshot of process and involvement for tactical partnerships – follow all guidelines in this document for appropriate partnership branding format

Define Opportunity and Partner

Evaluate Value and Risk to Dow Business and Dow Brand See Step-by-step overview on

page 7 for links to help in evaluating opportunities, identifying decision

makers, and determining branding type

– Marketing/Commercial– Business PA

Implementation

Design material following the appropriate Partnership Branding

found in this document (see page links below) and implement programs againsttermsdefinedinContract

– Marketing/Commercial– Business PA

– Brand*– Regional Legal

Evaluate Terms & Sign Contract

Review Contract Terms Done with IP legal counsel

– Marketing/Commercial– IP Legal

– Business PA– Brand*

Process

Task

Involved Teams

*contact the Brand Team for implementation assistance

IMPORTANT NOTE Once the correct branding type is identified,implementationmustfollow the approved branding format for that category.

Ingredient Brand – pages 14-21Sponsorship – pages 22-28Co-marketing – pages 29-33

See Step 2 (page 12) for help deciding the level of decision maker needed


mailto:dowbrand%40dow.com?subject=

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Step 1: opportunity filterDetermine whether the DOW Diamond should be used in the partnership

Use this worksheet to determine whether the partnership would harm the Dow brand.

Need help answering the questions? Here are some suggestions:

- Conduct a media search to get a feel for current positive and negative associations with the company

- Visit the Better Business Bureau website to check for major complaints against the company

- Review any existing research on the company’s reputation, awareness, market share, etc.

- Conduct a brief research survey to determine the company’s reputation (contact the Brand Team for assistance)

Remember:Always have an exit strategy in case a partnership is not successful, to minimize any potential damage to the Dow brand. Make sure to retain all rights to our brand (e.g., name, logo, color) so we do not sell offanyequitytopartners.

No Yes Could be “Yes” if…

1. Does the partner’s or partnership’s positioning/mission align with and support Dow’s “Solutions for Human Progress” positioning?

2. Will the partnership have tangible business results and generate demand?

3. Can the partnership be established without interfering with or violating any existing partnership agreements?

4. DoesthepartnershipfitwiththeDowbrandfroma customer perspective?

5. Does the partner’s or partnership’s standard of quality align with Dow’s standards?

6. Does the partner have a strong reputation (top market standing) that is free from any controversies, past or present?

7. Is the objective of the partnership positive, posing no risk of controversy?

8. Does the partnership pose minimal risk of attracting negative attention from advocacy groups?

9. If this is a consumer product, is it something consumers associate Dow with (not food or beverage consumption)?

10. Do we have a process in place to quantify the value of the partnership branding?

If you answer “Yes” to ALL of these questions and determine that the Dow brand may be used, then move forward to Step 2 (Involvement Process”) found on pages 11-12 in this document.

If you answered “No” to some of these questions, you may still enter the partnership as long as there is no explicit association with the Dow brand.



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Step 1: opportunity filterPractical examples

Do not use the Dow brand in conjunction with products or brands that are prone to negative publicity. A relationship with these products or brands may have an adverse impact on the Dow brand. While co-branding decisions may be made on a regional basis, Dow is a global brand and decisions must be made with this in mind.

The Olympics are a well-respected event thataligns with our positioning – Olympic athletes are a clear example of human progress. The Olympics are generally viewed very positively across the globe and are supported by a large number of sponsors for every event.

While Gatorade is a reputable brand, this is notagoodfitbecauseconsumersdonotwantto associate beverages with chemicals. Dow should avoid directly associating with any kind of consumption. However, there may be other opportunities if the partnership were limited to the corporate level, since Gatorade is a strong brand and supports human progress.

No Yes Could be “Yes” if...


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Step 2: involvement/approval processOverview

Which decision makers should be involved for:

Q: Tactical Partnerships (short-term)?Ingredient brands, Sponsorships and Co-marketing tend to be more tactical because they require less investment and often are short-term agreements.

A: Brand Team & individual Market Teams / LegalTactical, low-visibility (local level) partnerships can usually be handled by individual market teams, but some require input from the Brand Team.

Q: Strategic Partnerships (long-term)?Subsidiaries, Joint Ventures and Channel Partners tend to be more strategic because they require larger investment, and are therefore more long-term.

A: Brand Leadership and LegalStrategic, high-visibility (state-wide, national or global) partnerships require input from the Brand Leader(s) and Partnership Committee.

For Strategic Partnerships (Subsidiaries, Joint Ventures, Channel Partners):Seek Partnership Committee, Senior Brand Leadership, and Legal approval

Subsidiary Joint Venture ChannelPartner

For Tactical Partnerships (Co-marketing, Sponsorships, Ingredient Brands):Marketing Leadership and Legal approval (consult Brand Manager for final Branding format)

Co-marketing Sponsorship Ingredient Brand

NOTE: This page provides general guidance only, and each partnership should be evaluated individually. For example, even though the Olympics are a sponsorship, the size and scale would require Brand Leadership involvement.


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No Yes Could be “Yes” if…

1. Is there minimal investment required to create and maintain the partnership?

2. Will the partnership be in place for a temporary, short-term period of time?

3. Will the partnership only reach audiences on a local level?

4. Does the partnership involve only two parties?

5. If the partnership is unsuccessful, will Dow’s existing partnership remain unharmed?

6. Is Dow secured against any losses if the partnership is unsuccessful?

Step 2: involvement processDetermine the level of decision maker that needs to be involved

Use this worksheet to help you determine the appropriate decision-making process.

Answering these questions will tell you whether to move forward as an individual market team or contact the Brand Team for help.

Did you answer “Yes” to ALL the questions? If so, move ahead to the decision tree set, starting on page 13.

Did you answer “No” to ANY of the questions? If so, contact the Brand Team.



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1. Acquisition? 2. New entity? 3. Channel operations?

4. Promotion? 5. Support? 6. Enhance offerings?

Is Dow acquiring or purchasing voting stockin an existing entity?

Will Dow own voting stock in a newly created entity?

Is the purpose of the partnership to expand channel operations (distributors, manufacturers, contractors, etc.)?

Are we using marketing channels to promote an existingofferingorjoint initiative?

Are we supporting an event, activity, person or organization?

Is the purpose of the partnership to create or enhance anofferingorasset?

The initial decision tree below will help you identify the correct type of partnership that you are dealing with and guide you to the appropriate individual decision tree for that particular type of partnership.

There are a total of seven decision trees in this document (one initial tree shown below and six individual decision trees found on the pages indicated at right) that were designed to simplify the partnership strategy process, using a series of questions to guide you to the correct branding opportunity.

Step 3: decision treesIntroduction/initial decision tree

Quick links to the six individual decision trees:- Ingredient brand (page 14)- Sponsorship (page 22)- Co-marketing (page 29)- Channel partner (page34)- Joint venture (page41)- Subsidiary (page47)Start here to determine the type of partnership branding you need:

START YES

NO

YES

NO

YES

NO

YES

NO

YES

NO

YES

NO

Contact the Brand Team

Ingredient brand

Sponsorship

Co-marketing

Channel partner

Joint venture

Subsidiary


Page14

Page 22

Page 29

Page34

Page41

Page47

Brand Team


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Ingredient brandOverview

Ingredient Brand (n.) is an offering or asset that uses ingredients or components from partners to increase the overall value.

Usually Dow is the ingredient in partnerofferings,butinsomecases a partner can be an ingredientinDowofferings.

In most cases, this involves identifying an ingredient or component of a product that has its own brand identity (e.g. product name). However, in some cases the Ingredient Brand can be used to identify the entirecategoryoffering.

*Note: If the partnership is strictly promotional, not resulting in an enhanced product, see the Co-marketing section.

Categories A. Dow product brandProducts are Dow-branded

B. Partner endorsementDow-branded + Partner logo endorsement

C. Strong Dow visual endorsementPartner-branded + strong prominence of Dow logo

D. Weak Dow visual endorsementPartner-branded + weak Dow logo endorsement

E. Verbal linkage onlyDo not use Dow logo directly

Definition Theofferingwillbetreatedas a Dow product in the Dow visual identity, with no links to partners.

Theofferingwillbetreatedas a Dow product in the Dow visual identity, with a visual link to the Partner logo.

The product uses the Partner visual identity and logo with a strong visual link to the Dow logo.

The product uses the Partner visual identity with a visual link to the Dow logo.

The Dow brand will not be directly linked to the product.

Why create it? - For products where the Dow brand provides most or all of the equity

- To enhance our products and expand our protfolio

- For Dow products where the partner brand provides additional equity

- To increase sales and leverage equity of the partner brand

- For partner products where Dow provides significantequity

- To expand customer perceptions of the Dow brand

- For partner products where Dow provides additional equity

- To expand customer perceptions of the Dow brand

- For partner products where the Dow brand is not positive for customers

- To expand customer perceptions without harming the Dow brand or sales

How to create it Product will be branded Dow and must follow Dow’s identity guidelines, with no link to Partner logo.

Use the Ingredient Brand Decision Tree to determine the appropriate application.

Product will be branded Dow and must follow Dow’s identity guidelines, with a secondary visual link to the Partner logo.

Use the Ingredient Brand Decision Tree to determine the appropriate application.

Maximize the prominence of the Dow logo, following identity guidelines, on a Partner-branded product.

Use the Ingredient Brand Decision Tree to determine if a Consumer facing or stand-alone brand may be used, otherwise just use Dow.

The Dow logo is secondary to the Partner logo, following identity guidelines on a Partner-branded product.

Use the Ingredient Brand Decision Tree to determine if a Consumer facing or stand-alone brand may be used, otherwise just use Dow.

The brand team will help determine alternate methods to communicate Dow’s role in the partnership (e.g., microsites, press releases).

Illustrations are intended for demonstration of brand prominence and not as actual Brand presentation on a product.

Low prominenceHigh prominence


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Ingredient brandDecision tree

1. Who provides the ingredient?

2. Differentiator? 3. Positive for Dow? 4. Positive for product?

Which party is the ingredient in the other partner’s product?

- Is Dow the ingredient in a partner’s product?

- Is the partner an ingredient in a Dow product?

Can it be proven that the ingredient provides a differentiatorthatismeaningful to customers?

- Is the ingredient primarily responsible for the differentiator?

-Willthisdifferentiator provideanextrabenefit that customers value?

Will a connection with the product have a positive impact on the Dow brand and result in commercial value for Dow?

- Does the product align with or complement our existing portfolio?

- Does it positively impact brand equity and awareness?

- Is Dow the exclusive supplier of the ingredient in question?

- Can Dow gain tangible/measurable premium pricing, royalties, value commitments and/or access to a market/geography which Dow is

aiming to penetrate?

Can a connection with the ingredient brand have a positive impact on the product?

- Will customers pay a premium if the ingredient brand is visible?

- Are customers more likely to choose the product with the ingredient brand?

- Will a visual link to the ingredient brand not disrupt sales?

Dow provides the ingredient

Partner provides the ingredient

YES

NO

YES

NO

YES

NO

YES

NO

YES

NO

E. Verbal linkage only* Do not use Dow logo directly, contact the brand team for help with other solutions

A/C/D. Maximize visual linkage Use either A) Dow only, B) strong Dow visual endorsement, or C) weak Dow visual endorsement. See priority list on the following page.

Do not use the Dow brand* Defer to the Partner’s brand

* If you are legally required to visually link to Dow, use the minimal visual linkage shown on the following page.

B. Partner endorsement Dow-branded + Partner logo endorsement

A. Dow product brand Dow-branded (See product branding guidelines)

NOTE: Marketing is ultimately responsible for the decision to Ingredient Brand and the corresponding contracts and agreement language.


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Ingredient brandMaximize visual linkage to Dow brand

When negotiating new partnerships, always strive to maximize the visual prominence of the Dow brand. Naturally, our top priority is Dow-only branding—but since our control is limited, a weak Dow endorsement (third priority) is most common.

Refer to the Ingredient Brand Decision Tree todetermine whether a Consumer facing brand may be used, otherwise just use Dow.

NOTE: Illustrations are for demonstrationpurposes only.

See Dow Product Branding Guidelines for more product brand details.

1st Priority:Dow product brand Dow branded

2nd Priority:Strong Dow visual endorsement Partner branded + strong prominence of Dow brand

3rd Priority:Weak Dow visual endorsement Partner branded + lesser prominence of Dow brand


https://brand.dow.com/brand//article/item26822/

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Ingredient brandDow endorsements on partner branding

For ingredient branding with a Dow endorsement, the communication piece or branded asset will use the Partner’s logo and visual identity, with a secondary endorsement by the Dow brand or Dow Consumer brand lock up. Supporting copy canalsobeusedtoclearlydefinetheroleoftheingredient brand in the partnership.

This is the most common option and can be applied directly on partner products and other product-related literature.

Use of the Dow logo and visual identity must adheretoDow’sofficialDowBrandGuidelines.

See Dow Endorsement specifications on the following page.

NOTE: Marketing is responsible for ensuring allcontractualagreementsdefinetherules,guidelines and parameters for the partner company in a Dow Ingredient Brand partnership. Contractual agreements should consider: supply-exclusivity, volume commitments, premium pricing, when and where the Dow logo can be used, agreement exit strategies and additional co-marketing opportunities.

The Partner’s visual identity is used and the Partner logo is the primary brand.

Primary Brand

The Dow logo must always be visually subordinate to the Partner and Product logos. Use of the Dow logo must always adhere to the Dow Logo Guidelines.

Guidelines for size and placement are shown on the following page.

Secondary Brand

Ifdesired,supportingcopycanbeusedtofurtherdefinetheroleoftheingredientbrand.Supporting copy should always be set in Dow Corporate Regular and be visually subordinate to the DOW Diamond.

Supporting copy is always used in the following formats:

Made with/Processed with+ Dow Technology

Made with/Processed with+ Dow/Product Name+ Product Descriptor

Supporting Copy(Optional)

PartnerLogo™

Dow Endorsement Sample Using Descriptive Text and/or Product Name and Descriptor:

Made with Dow Technology


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Ingredient brandDowendorsements-specificationsforsupportingcopy

Font: Black text; Helvetica Neue Regular, when available, otherwise Helvetica Regular

For 3 or less lines, center text block top and bottom to DOW Diamond

Type size is determined by4linessetwithequalsize and leading, scaled tofittheheightoftheDOW Diamond, the bottom line baseline aligns to the bottom of the DOW Diamond

Maximum width of text block equals (y), maximumof4lines

Line 1 Cap HeightLine 2Line 3Line4Baseline

1/2 x

x

y

Line 1 Cap HeightLine 2Line 3 Baseline

y

DOW Diamond with ingredient text lock-up specifications

Start with Dow Endorsement With Text Lockup master logo found on the Brand Center when creating a new Ingredient Brand text lock-up.

NOTE: Marketing is responsible for ensuring all contractualagreementsdefinetherules,guidelinesandparameters for the partner company in a Dow Ingredient Brand partnership. Contractual agreements should consider: supply-exclusivity, volume commitments, premium pricing, when and where the Dow logo can be used, agreement exit strategies and additional co-marketing opportunities.

Practical Application For Dow Endorsements, the DOW Diamond logo should always be subordinate to and not visually larger than the partner logo. The Dow logo should always be positioned away from the partner logo, such as one of the open corners on product literature. There should always be enough clear space so customers can easily understand that the Dow product is an ingredient.

Strong Dow Endorsement Position

Weak Dow Endorsement Position

Partner uses Technology by Dow. Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Quisque quis tellus a arcu adipiscing malesuada lacinia ac erat.

Nam blandit felis eleifend enim dictum sit amet luctus tellus pulvinar. Vivamus

tristique ligula ut mauris rutrum posuere. Etiam egestas lectus nisl, vivamus tempor

eros et risus suscipit molestie.

Sed ornare nibh eget urna facilisis commodo ac vitae elit. Nunc pharetra, ante ac

volutpat mollis, felis dolor placerat turpis, ac lobortis enim lorem a mi. Proin quis

ipsum id velit auctor interdum quis ut mi. Donec id velit in mauris tempor

tincidunt luctus vel turpis. Nullam a mauris urna, nec sollicitudin odio. Praesent

accumsan libero. Vivamus augue dui, dictum non sollicitudin sit id amet, sagittis

ultrices neque.

Suspendisse egestas libero sit amet metus tincidunt elementum. Quisque et

gravida, augue ac laoreet laoreet, ante arcu scelerisque tellus, vel hendrerit elit

lacus ut lectus. Curabitur ultrices pretium erat eget sollicitudin. Nulla et facilisi.

Morbi consequat, elit a tincidunt rhoncus, diam justo condimentum risus, sed

sodales quam magna ut metus. Suspendisse at adipiscing lorem. Phasellus

euismod, erat ac pulvinar posuere, nulla nisl sollicitudin sem, non consequat quam

libero eu metus.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque quis tellus a arcu

adipiscing malesuada lacinia ac erat. Nam blandit felis eleifend enim dictum sit

amet luctus tellus pulvinar. Vivamus tristique ligula ut mauris rutrum posuere.

Etiam egestas lectus nisl, vivamus tempor eros et risus suscipit molestie. Sed

ornare nibh eget urna facilisis commodo ac vitae elit. Nunc pharetra, ante ac


PartnerBranded™

Made withDow Technology











ultrices neque.







libero eu metus.







PartnerBranded™ Made with

Dow Technology


https://brand.dow.com/files/search/?tab=files#/?rows=24&q=logo&sort=score desc&fq=!tag=typeroot_type:files

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Ingredient brandDow endorsements - with consumer facing product logo

Font: Black text; Helvetica Neue Regular, when available, otherwise Helvetica Regular


Type size is determined by4linessetwithequalsize and leading, scaled tofittheheightoftheDOW Diamond, the bottom line baseline aligns to the bottom of the DOW Diamond



1/2 x

x

y

Line 1 Cap HeightLine 2Line 3Baseline

yHorizontal Product Logo

Vertical Product Logo

Start with the Dow Endorsement with Product logo master file found on the Brand Center when creating a new Ingredient Brand lock-up.

NOTE: Marketing is responsible for ensuring all contractualagreementsdefinetherules,guidelinesand parameters for the partner company in a Dow Ingredient Brand partnership. Contractual agreements should consider: supply-exclusivity, volume commitments, premium pricing, when and where the Dow logo can be used, agreement exit strategies and additional co-marketing opportunities.

Made with Product Fiber Resin Systems

Made with Product Fiber Resin Systems

Practical Application The Dow Consumer Facing brand product logo should always be subordinate to and not visually larger than the partner logo. The Dow logo should always be positioned away from the partner logo, such as one of the open corners on product literature. There should always be enough clear space so customers can easily understand that the Dow product is an ingredient.

Strong Dow Endorsement Position











ultrices neque.







libero eu metus.







PartnerBranded™ Made with

Dow Technology

Weak Dow Endorsement Position











ultrices neque.







libero eu metus.







PartnerBranded™

Made withDow Technology

1/2x

1/2x


Made withProduct Fiber ResinSystems

Made withProduct Fiber ResinSystems


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For ingredient branding with a partner endorsement, the communication piece or branded asset will use one of the following:

- The DOW Diamond logo, or - Dow consumer brand lock-up

along with the Dow visual identity and a secondary endorsement by the Partner logo. Supporting copy canalsobeusedtoclearlydefinetheroleoftheingredient brand in the partnership.

This option is less common, but can occur if using a partner’s ingredient with a strong brand.

Use of the Dow logo and visual identity must adheretoDow’sofficialDowBrandGuidelines.

Use of the Dow logo must always adhere to the officialDowLogoBrandGuidelines.

Primary Brand

Partner logo endorsements must always be visually subordinate to the Dow logo.

Guidelines for size and placement are shown on the following page.

Secondary Brand

Ifdesired,supportingcopycanbeusedtofurtherdefinetherole of the ingredient brand. Supporting copy should always be set in Dow Corporate Regular and be visually subordinate to the Partner logo.

Supporting copy is always used in the following formats:

Supporting Copy(Optional)

Two-line

Three-lineMade With Partner Product Name Fiber Resin System

Made With Partner Technology

See Dow endorsement specifications on the following page.

Dow Partner endorsement sample using descriptive text and/or Product Name and descriptor:

Made with/Processed with+ Partner Technology Made with/Processed with+ Partner/Product Name+ Ingredient Descriptor (if necessary)

Ingredient brandPartner endorsements on Dow branding


PartnerLogo™

PartnerLogo™

PartnerLogo™

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Ingredient brandPartnerEndorsements-specificationsforsupportingcopy

Practical Application The Partner logo should always be subordinate to the Dow brand and should always be positioned away from the primary logo, such as one of the bottom two open corners on product literature. as shown below. There should always be enough clear space so the partner logo does not interfere with the Dow visual identity and customers can easily understand that the partner is an ingredient.

Center align text block top and bottom to Partner Logo

Supporting copy type size for a horizontal Partner logo is determined by 3 lines of copy set with equal size and leading (set in Helvetica Neue Regular), then the total height of the 3 lines scaled to 1/6 of the width of the Partner logo.

Maximum 3 lines of supporting copy.

Space between Partner logo and supporting copy = 3x the height of a capital letter in the copy.

Start with the Partner Endorsement with text logo master found on the Brand Center when creating a new Partner Endorsement lock-up.

h

1/6h

3x

Horizontallogospecifications

Verticalorsquarelogospecifications

h


Supporting copy type size for a horizontal Partner logo is determined by 3 lines of copy set with equal size and leading (set in Helvetica Neue Regular), then the total height of the 3 lines scaled to 1/6 of the width of the Partner logo.

Maximum 3 lines of supporting copy.

Space between Partner logo and supporting copy = 3x the height of a capital letter in the copy.

1/4v

3x


Secondary (Partner) Brand with supporting copy

Primary Brand

v


PartnerLogo™

Partner Logo™

Made With Partner Product Name Fiber Resin System

PartnerLogo™



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DOW RESTRICTED


Sponsorship overview

Sponsorship (n.) Supporting an event, activity, person or organization financiallyorthroughtheprovisionofproducts or services.


Categories A. Dow onlyDow logo + Dow descriptor

B. Dow sponsorship lock-upDow sponsorship lock-up logo + a descriptive sponsorship line if necessary

C. Dow endorsementSponsorship-branded communication + Dow logo endorsement (following sponsorship specs)

Definition The sponsorship will use the Dow logo with a close visual link to the sponsorship name. In some cases greaterflexibilityisallowedtoadoptthesponsorship look and feel. This requires Brand Team involvement.

The approved Dow sponsorship logo lock-up is used, featuring both the Dow and partner logos in either the Dow or partner visual system.

The sponsorship will be in the partner visual identity, with a visual link to the Dow logo.

Why create it? - For sponsorships where Dow gets to name an event, asset, etc.

- To show ownership and a strong commitment to the event, asset, community, etc.

- For sponsorships where Dow is the only logo featured as a sponsor

- To increase awareness, expand perceptions and reach new audiences

- If partner-owned and the sponsorship logo is not allowed, C. Dow endorsement (see column C to the right)

- For sponsorships where the asset/communication is partner-owned and the Dow logo is featured along with other sponsors

- To increase awareness, expand perceptions and reach new audiences

How to create it Sponsorship names will use descriptive language unless required to use an existing name. The sponsorship name is always preceded by Dow.

All sponsorships will link to the corporate Dowbrandonly.ModificationoftheDowlogo is not allowed. Sponsorship visual elements may be used as well but requires guidance from the Brand Team.

The Dow logo is always on the left and separated by a vertical bar. A descriptive Sponsorship line may be used for additional clarity. Can use either Dow’s or the Partner’s visual identity depending on which one is the owner of the asset/communication.

All sponsorships will link to the corporate Dow brand only. The Dow logo and Dow-branded materials must follow Dow’s identity guidelines.

The Dow logo will be featured along with other sponsors. Ensure that the Dow logo maintains its integrity according to the brand guidelines.

All sponsorships will link to the corporate Dow brand only. The Dow logo must follow Dow’s identity guidelines.



23

DOW RESTRICTED


Sponsorship decision tree

1. Positive for Dow? 2. Naming rights? 3. Dow-owned? 4. Single sponsor?

Will a connection with the sponsorship have a positive impact on the Dow brand?

- Does the sponsorship align with or complement our existing portfolio?

- Does the Sponsorship represent a growth area?


Does the agreement allow Dow to name the Sponsorship?

- Is Dow naming an event, stadium, etc.?

Is the asset or communication piece owned by Dow?

- Is the asset/communication piece coming from Dow?

Is Dow the only sponsor that will be featured?

- Will the asset/communication piece only have the Dow logo along with the sponsorship logo?

YES

NOYES

NOYES

NO

YES

NO

A. Dow onlyDow logo + Dow descriptior

B. Dow sponsorship lock-upDow sponsorship lock-up logo + a descriptive sponsorship line if necessary

* If partner-owned and the sponsorship lock-up is not allowed, the Dow endorsement may be used

C. Dow endorsementSponsorship-branded communication + Dow logo endorsement

Do not enter the partnershipDo not create a co-marketing agreement

Page24

Page 25

Page 26


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DOW RESTRICTED


In a signature relationship, the Sponsorship involves naming rights to an event or branded asset. The Dow logo will be used with a close visual link to the descriptive/event name preceded by Dow.

Due to the diversity and unique criteria involved with naming and creating a brand for a sponsorship, please contact the Brand Team for help in this situation.

Use of the Dow logo must always adhere to the officialDowLogoBrandGuidelines.

Primary Brand

Practical Application In these types of sponsorships, every situation is unique.

In general, the DOW Diamond is the prominent element featured on the communication piece or branded asset, with a secondary relationship to the Sponsorship name. Please contact the Brand Team for assistance.

SponsorshipDow only (signature relationship)




25

DOW RESTRICTED


The communication piece or branded asset will feature the Dow logo and Sponsorship logo in equal prominence separated by a vertical bar. The visual identity can be either Dow or the Sponsorship.

A sponsorship line may also be used for furtherclarificationofDow’sroleinthesponsorship.This is the most common option and can be used on either Dow-branded or Sponsorship-branded communications.

Use of the Dow logo must adhere to Dow’s officialBrandIdentityGuidelines.

The Dow logo and Sponsorship logo both share the spotlight as the primary brand. Because this is a lock-up, the elements must follow this format and should not be separated. Size and spacing for Horizontal and Vertical logos are exhibited below.

Primary Brand

Start with the Sponsorship lock-up master found on the Brand Center when creating a new sponsorship lock-up.

X

D = the height of the letter “D” in DOW.

X = the height of the DOW Diamond.

Extra wide tracking. Match tracking in master sponsorship lock-up logo.

Z = the width of the DOW Diamond

Y =the height from the top of the Diamond to the top of the letter “D”

KEY

DY

Y

Z max width=1.5 Z

D D

D

Horizontal logo specifications Vertical logo specifications

SponsorshipDow sponsorship lock-up

max height =

XSponsored

Partner Logo

Z

DD

DY

max height =

2.5 X

max width = Z

Sponsored Partner

Logo

Sponsored Partner Logo

Sponsored Partner

Logo


https://brand.dow.com/files/search/?tab=files#/?rows=24&q=logos&sort=score%20desc&fq=!tag=typeroot_type:files

https://brand.dow.com/files/search/?tab=files#/?rows=24&q=logos&sort=score%20desc&fq=!tag=typeroot_type:files

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DOW RESTRICTED


The Sponsorship lock-up is the primarylogo and should be treated similarly to thestand-alone Dow logo. It should be placedin the top left corner with appropriate clearspace around the logo.

Practical Application

Call to action text: 12/18 Georgia Regular. 100% Black text. Occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim est .

www.dowbusiness.com

Subhead: 14 pt Helvetica Neue BoldBodycopyissetin11/14HelveticaNeueLight Lorem ipsum is a placeholder text commonly used in publishing and graphic design, to demonstrate the graphic elements of a document or visual. Vide duis ludus eam ne, nam at agam saepe constitu-am, cum ex tritani habemus consequuntur :

• Lorem ipsum dolor sit amet, consectetur • Lorem ipsum dolor sit amet • Ut enim ad minim veniam, quis nostrud • Duis aute irure dolor in reprehenderit in

voluptate elit esse cillum • Excepteur sint occaecat cupidatat non proi-

dent,suntinculpaquiofficiadeseruntmollitanim id et laborum

• Lorem ipsum dolor sit amet, consectetur adipis • Ut enim ad minim veniam, quis nostrud • Ut enim ad minim veniam, quis nostrud • Duis aute irure dolor in reprehenderit in

voluptate elit esse cillum

Subhead: 14 pt Helvetica Neue BoldBodycopyissetin11/14HelveticaNeueLight Lorem ipsum is a placeholder text commonly used in publishing and graphic design, to demonstrate the graphic elements of a document or visual. Vide duis ludus eam ne, nam at agam saepe constituam, cum ex tritani habemus consequuntur :


voluptate elit esse cillum • Excepteur sint occaecat cupidatat non proi-

dent,suntinculpaquiofficiadeseruntmollitanim id et laborum

• Lorem ipsum dolor sit amet, consectetur adipis • Ut enim ad minim veniam, quis nostrud • Ut enim ad minim veniam, quis nostrud • Duis aute irure dolor in reprehenderit in

®™The DOW Diamond Logo is a trademark of The Dow Chemical Company © 2019

Placeholder headline

®™The DOW Diamond Logo is a trade-mark of The Dow Chemical Company ©2014

Call to action text: 12/18 Helvetica Roman 100% Black text. Occaecat cupidatatnon proident,suntinculpaquiofficiadeseruntmollit anim est .

www.dowbusiness.com

®™The DOW Diamond Logo is a trademark of The Dow Chemical Company © 2019

SponsorshipDow sponsorship lock-up – practical application


Placeholder headline

Subhead: 14 pt Helvetica Neue BoldBodycopyissetin11/14HelveticaNeueLight Lorem ipsum is a placeholder text commonly used in publishing and graphic design, to demonstrate the graphic elements of a document or visual. Vide duis ludus eam ne, nam at agam saepe constituam, cum ex tritani habemus consequuntur :


voluptate elit esse cillum • Excepteur sint occaecat cupidatat non

proident,suntinculpaquiofficiadeseruntmollit anim id et laborum

27

DOW RESTRICTED


The communication piece or branded asset willuse the sponsorship logo and visual identity, with a secondary endorsement by Dow. A sponsorship line can also be used to clearly defineDow’sroleinthesponsorship.

This option occurs most when there are multiple sponsors in addition to Dow, or if the Sponsorship does not allow the lock-up.


The sponsorship visual identity is used and the sponsorship logo is the primary brand.

Primary Brand

The Dow logo must always be visually subordinate to the sponsorship logo. Guidelines for size and placement are covered on the following page.

If there are multiple sponsors, be sure that the Dow logo’s clear space is maintained. Use of theDowlogomustalwaysadheretotheofficialBrand Identity Guidelines.

Secondary Brand

If desired and appropriate, a sponsorship line can be used to furtherdefinethesponsorshiprole of Dow. The sponsorship line should always be set in Dow Corporate Regular, black and sized as exhibited to the right.

Sponsorship Line (Optional)

Sponsored Partner Branded™

Sponsorship Line Sponsorship Line

Presented by1/5x

1/5x

1/3x

1/3x

x

x

SponsorshipDow sponsorship – simple Dow endorsement


Presented by

28

DOW RESTRICTED


The communication piece or branded asset willuse the sponsorship logo and visual identity, with a secondary endorsement by Dow. A sponsorship line can also be used to clearly defineDow’sroleinthesponsorship.

This option typically occurs when there are multiple sponsors in addition to Dow, or if the Sponsorship does not allow the lock-up.



DOW Diamondwidth equals 1/12 the longest format edge (Y)

Preferredplacement is bottom right corner

Y

Single Sponsor Multiple Sponsors

OFFICIAL SPONSOR

SponsorshipBranded™

Lorem IpsumDolor Sit Amet


OFFICIAL SPONSOR

1/12 Y

SponsorshipDow sponsorship – simple Dow sponsor endorsement


OFFICIAL SPONSOR



SponsorLogo™

SponsorLogo™

SPONSORED BY


OFFICIAL SPONSOROFFICIAL SPONSOR



SponsorLogo™

SponsorLogo™

SPONSORED BY

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Co-marketing* (n.) A marketing practice where a company uses another company’s marketing channels to promote each other’s products, a bundledofferingorcommoninitiative.Co-marketing can also be called co-promotion or joint-promotion.

Co-marketing can sometimes result in the creation of promotional items, but unlike ingredients, the purpose of the partnership is strictly promotional rather thantocreateorimproveanoffer.

*If the partnership involves an ingredient enhancing another product, see: Ingredient Brand.

Co-marketingOverview

Categories A. Weak partner endorsementDow-branded communication + weak Partner logo endorsement

B. Strong partner endorsementDow-branded communication + strong prominence of Partner logo

C. Strong Dow endorsementPartner-branded communication + strong prominence of Dow logo

D. Weak Dow endorsementPartner-branded communication + Dow logo endorsement

Definition The asset/communication will be in the Dow visual identity, with a link to the Partner logo.

The asset/communication will be in the Dow visual identity, with a strong visual link to the Partner logo.

The asset/communication will be in the Partner visual identity, with a strong visual link to the Dow logo.

The asset/communication will be in the Partner visual identity, with a visual link to the Dow logo.

Why create it? - For Dow-owned communications where the partner brand does not play a critical role in selling theoffering

- To increase sales and offeringvalue

- For Dow-owned communications where the partner brand plays a critical roleinsellingtheoffering

- To expand perceptions of Dow and increase sale and value

- For partner-owned communications where the Dow brand plays a critical role and there is large potential upside for Dow

- To increase awareness, build equity and expand perceptions of the Dow brand

- For partner-owned communications where the Dow brand does not play a critical role and there is upside is moderate for Dow

- To increase awareness and expand perceptions of the Dow brand

How to create it Use the Dow logo and visual identity, following the Dow identity guidelines, with a secondary visual link to the Partner logo.

Use the Co-marketing Decision Tree to determine if an Alpha or stand-alone brand may be used, otherwise just use Dow.

Use the Dow logo and visual identity, following the Dow identity guidelines, with a visual relationship to the Partner logo that is no stronger than an equal relationship to Dow’s logo.


The Partner logo and visual identity is used with a strong secondary visual link to the Dow logo, following the Dow identity guidelines.


The Partner logo and visual identity is used with a weak secondary visual link to the Dow logo, following the Dow identity guidelines.


Partner Partner

Partner PartnerIllustrations are intended for demonstration of brand prominence and not as actual Brand presentation on a product.



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Page 33

Page 33

Page 31

Page 31

Co-marketingDecision tree

1. Who is the licensor? 2. Positive for Dow? 3. Licensor plays a critical role?

Which party is granting a license for use of their logo to a partner?

- Is Dow licensing use of the Dow logo to a partner?

- Is the partner licensing use of their logo to Dow?

Will a connection with the partner/product have a positive impact on the Dow brand?

- Does the partner/product align with or complement our existing portfolio?

- Does the partner/product represent a growth area?


Does the licensor’s brand play a critical role in the promotion?

-Isthisabundledofferingandthelicensor is providing a key product?

- Are both parties promoting a common initiative?

- Is the licensor’s role more than just a seal of approval, small component, etc.?

YES

NO

YES

NO

YES

NO

YES

NO

Dow is the licensor

Partner is the licensor

D. Weak Dow endorsementPartner-branded communication + weak Dow logo endorsement

B. Strong partner endorsementDow-branded communication + strong prominence of Partner logo

Do not enter the partnershipDo not create a co-marketing agreement

C. Strong Dow endorsementPartner-branded communication + strong prominence of Dow logo

A. Weak partner endorsementDow-branded communication + weak Partner logo endorsement


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DOW RESTRICTED


Section Header-Georgia-Bold-Slate Gray-10/12Body-Helvetica Neue-Regular-9/12 Aliquam erat volutpat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nulla a sem at metus mollis interdum vitae ac ipsum. Suspendisse eu euismod nunc. Quisque et quam a odio venenatis eleifend.

Nulla commodo, elit sit amet adipiscing laoreet, erat augue pellentesque nibh, et varius nisl felis eget justo. Aliquam tincid-unt, sem quis mollis auctor, nulla lorem varius odio, eu vulputate sapienelit sit amet adipiscing laoreet, erat augue pellentesque nibh, et varius nisl felis eget justo. Aliquam tincidunt, sem quis mollis auctor, nulla lorem varius odio, eu vulputate sapien

enim quis magna.

Morbi aliquam risus sit amet magna sagittis scelerisque. Sed iaculis metus vel nulla blandit scelerisque. Vivamus malesuada purus eu urna adipiscing blandit.

Solorro voloreri te pel ent labo. As simincias quo eictemossi conet volenda vellorum que perspe nos sed que pa vent aut voluptas. Aliquam tincidunt, sem quis mollis auctor, nulla lorem varius odio, eu vulputate sapien enim quis magna. Aliquam tincidunt, sem quis mollis auctor, nulla lorem varius odio, eu vulputate sapien enim quis magna.

Section Header-Georgia-Bold-Slate Gray-10/12Nulla commodo, elit sit amet adipiscing laoreet, erat augue pellentesque nibh, et varius nisl felis eget justo. Aliquam tincidunt, sem quis mollis auctor, nulla lorem varius odio, eu vulputate sapienelit sit amet adipiscing laoreet, erat augue pellentesque nibh, et varius nisl felis eget justo. Aliquam tincidunt, sem quis mollis auctor, nulla lorem varius odio, eu vulputate sapien enim.

Section Header-Georgia-Bold-Slate Gray-10/12Morbi aliquam risus sit amet magna sagittis scelerisque. Sed iaculis metus vel nulla blandit scelerisque. Vivamus malesuada purus eu urna adipiscing blandit.

Solorro voloreri te pel ent labo. As simincias quo eictemossi conet volenda vellorum que perspe nos sed que pa vent aut.Aliquam erat volutpat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nulla

Dow Business Name-Helvetica-Neue-12

Headline Primary-Georgia-Bold-30Headline Secondary-Georgia-Regular-27Subheadline-Helvetica-Neue-12

The communication piece or branded asset willuse the Dow, consumer facing brand lock-up orstand-alone product logo and visual identity, with asecondary endorsement by the Partner logo.

Additional supporting copy is not used because the communication piece should clearly describe the relationship.

Use of the Dow logo and visual identity must adheretoDow’sofficialBrandIdentityGuidelines.

Use of the Dow logo must always adhere to theofficialBrandIdentityGuidelines.

Primary Brand

Partner logo endorsements must always be visually subordinate to the Dow logo. Guidelines for size and placement are covered below.

Secondary Brand

Sponsored PartnerLogo™

None. Any supporting copy would occur within the headlines, titles and other content of the communication.

Supporting Copy

Practical Application The partner logo should always be subordinate to the Dow or Dow Consumer facing product brand logo.

In weak partner endorsements the Partner logo should have less prominence and have more distance from the primary logo.

In strong partner endorsements, the partner logo has more prominence but should never be visually larger than the primary logo, and the logos can also be positioned closer.

There should always be enough clear space so the Partner logo does not interfere with the Dow visual identity and customers can easily understand that Dow is the primary contributor.

Horizontal partner logos: Options 1 and 2 represent strong endorsements. Options 3 and 4 represent weak endorsements.

Vertical partner logos: In this layout, only Options 1 and 2 would work for vertical logos.

HorizontalPartnerlogo–specifications

X

Partner Logo™

Maximum width

1.25 X

VerticalPartnerlogo–specifications

X

Partner Logo™

Maximum width

.75 X

Partner Logo™

Partner Logo™

Partner Logo™ Option 1

placement

Option 2 placement

Option 3 placement

Option4placement

Co-marketingPartner endorsements


Partner Logo™

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DOW RESTRICTED


The communication piece or branded asset will use the Partner visual identity, with a secondary endorsement by the Dow, consumer facing brand lock-up or Dow stand-alone product logo.

Additional supporting copy is not used because the communication piece should clearly describe the relationship.

Use of the Dow logo and visual identity must adheretoDow’sofficialBrandIdentityGuidelines. by

Dow Consumer Facing Product Logo™

The partner visual identity is used and the partner logo is the primary brand.

Primary Brand

Dow Consumer facing Product Logo Structure for Co-marketing

The Dow logo must always be visually subordinate to the partner logo. Guidelines for structure, size and placement are covered below and the following page.

Use of the Dow logo must always adhere to theofficialBrandIdentityGuidelines.

Secondary Brand

PartnerLogo™

None. Any supporting copy would occur within the headlines, titles and other content of the communication.

If desired and appropriate, an endorsementline “Generously Distributed by Dow” may be used. The line should always be set in Dow Corporate Regular, black and sized as exhibited below. Guidelines for size and placement are covered on the following page.

Supporting Copy

Generously Distributed by Dow

Generously distributed by Dow

byX Z

X Y

X = the height of the letter “D” in the DOW Diamond

Y = the width of the DOW Diamond

Z = the height of the DOW Diamond

Product logo size must not exceed this area: 1.75 Y wide x 2 Z high

X


Co-marketingDow endorsements


Type size is determined by4linessetwithequalsize and leading, scaled tofittheheightoftheDOW Diamond, the bottom line baseline aligns to the bottom of the Dow Diamond



1/2 x

x

y


y

Space between supporting copy and Dow Diamond = 1/2 the height of the DOW Diamond

X = height of the DOW Diamond Y = the width of the DOW Diamond

This format is only used in Dow product co-marketing and does not replace the standard Dow product logo format with product descriptor for all other uses. See Dow product logo guidelines.


33

DOW RESTRICTED


The Dow or Dow Consumer facing brand product logo should always be subordinate to and not visually larger than the partner logo.

There should always be enough clear space so customers can easily understand that the partner is the primary contributor.


Strong partner endorsement Weak partner endorsement

by


By


Co-marketingDow endorsements – practical application


Partner Branded™

Partner Branded™

Partner Branded™

Partner Branded™

Generouslydistributedby Dow

The Generously Distributed by Dow executionshould always be in the bottom right hand cornerof a format and placed below all other Partner brands.

34

DOW RESTRICTED


Channel Partner* (n.) An agreement for cooperation among two or more independent companies to expand channel operations (e.g., distributors, manufacturers, contractors).

There is no ownership of voting stock (Subsidiary) and no new entity (JV).

*If the partnership results in a new entity, see: Joint Venture. If the partnership involves ownership of voting stock but no new entity, see: Subsidiary.

Channel partner (i.e., distributors)Overview

Categories A. Partner endorsementDow-branded asset/communication + Partner logo endorsement with supporting channel partner text

B. Dow channel partner endorsementPartner-branded asset/communication + Dow Channel Partner logo endorsement

C. Stand-alone brandDo not use Dow logo directly

Definition The asset/communication will be in the Dow visual identity, with a visual link to the Partner logo and supporting alliance text.

The asset/communication will be in the Partner visual identity, with a visual link to the Dow alliance logo.

The asset/communication will be Partner-branded and the Dow brand will not be directly linked to the channel partner.

Why create it? - For Dow-owned communications

- To expand perceptions of the Dow brand

- For partner-owned and created communications

- To increase awareness and expand perceptions of the Dow brand

-Forriskier,low-benefitchannelpartners

- To expand channel partner operations without harming the Dow brand

How to create it Use the Dow logo and visual identity, following the Dow identity guidelines, and create a secondary visual link to the Partner logo and text.

All strategic alliances will link to the corporate Dow brand only.

The Partner logo and visual identity is used with a secondary visual link to the Dow channel partner logo, following Dow’s visual identity guidelines.

All strategic alliances will link to the corporate Dow brand only.

The brand team will help determine alternate methods to communicate Dow’s role in the partnership (e.g., microsites, press releases) if necessary.




35

DOW RESTRICTED


Page 39

Page 37

Channel partner (i.e., distributors)Decision tree

1. Positive for Dow? 2. Dow-owned?

Will a connection with the partner/product have a positive impact on the Dow brand?

- Will the partnership positively impact brand equity and awareness?

- Will the partnership expand perceptions of the Dow brand into growth areas?

Is the asset or communication piece owned by Dow?

- Is the asset/ communication coming from Dow?

YES

NO

B. Dow channel partner endorsementPartner-branded asset/communication + Dow channel partner lock-up endorsement

Do not use the Dow brandDefer to the Partner’s brand

YES

NO

A. Partner endorsementDow-branded asset/communication + Partner logo endorsement with supporting channel partner text


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DOW RESTRICTED


Descriptors are used in supporting text to explainthespecificrelationshipwithpartners.There are 3 approved types of descriptors that may be used for channel partners:

- Distributor- Contractor- Manufacturer

These 3 pre-approved channel partner descriptor logos can be found on the Dow Brand Center.

Manufacturer

Contractor

Distributor

AuthorizedContractorPartner is an authorized contractor for DOW

Partner is an authorized distributor for DOW

Partner is an authorized manufacturer for DOW

Partner endorsement descriptors Dow endorsement descriptors

AuthorizedDistributor

AuthorizedManufactuerer

Channel partner (i.e., distributors)Descriptors

Dow endorsement descriptors should always be set in Helvetica Neue Regular, 50% black and sized as exhibited to the right.

1.5x

1/2x1/2x

1/3x

widthofruleis1/45x

Typeissetflushleft with equal size and leading

Center align text block top and bottom to DOW Diamond logo

x

Dow endorsement descriptor vertical variations usethesamespecificationsexcept:

1. Rule width is equal to the DOW Diamond width

2. Type is set centered

1/2x1/2x

Authorized “Descriptor”

Dow endorsement descriptor minimum clearspace is half the height of the vertical rule.


1/2x

1.5xAuthorized “Descriptor”

x

1/2xx


http://brand.dow.com

37

DOW RESTRICTED


The communication piece or branded asset will use the Partner logo and visual identity, with a secondary endorsement by the Dow channel partner logo. The channel Partner logo uses the DOW Diamond and one of the 3 approved supporting descriptor line separated by a vertical bar to clearly identify Dow’s role in the partnership.

This is the most common option and can be applied directly on partner assets (e.g., trucks) and targeted communications.


Primary Brand

Secondary Brand

Channel partner (i.e., distributors)Dow endorsement of channel partner

Dow channel partner logo should always be set in Helvetica Neue Regular, 50% black and sized as exhibited to the right.

Dow channel partner vertical variations use the samespecificationsexcept:

1. Rule length is equal to the DOW Diamond

2. Type is set centered

1/2x1/2x


Dow endorsement descriptor minimum clearspace is half the height of the vertical rule.

The partner visual identity is used and the partner logo is the primary brand.

The Dow channel partner logo must always be visually subordinate to the partner logo. Guidelines for size and placement are covered on the following page


x

1/2x

1.5xAuthorized “Descriptor”

x

1/2x


PartnerBranded™

38

DOW RESTRICTED


PartnerBranded™

Practical Application The Dow logo should always be subordinate to the partner logo.

On smaller scale applications such as promotional literature, the Dow logo should not be visually larger than the partner logo.

On large scale applications such as trucks, the Dow logo should not be visually larger than 50% to 75% of the partner logo.

The Dow logo should have enough distance from the partner logo so audiences easily understand the relationship between Dow and the Partner.

Ideally, the supporting copy is locked up underneath the partner logo, but may also be separated if necessary, as shown on the partner-branded vehicle.

In special cases when there are multiple channel partner endorsements, the Dow logo may be used without the lock up, as long as there is supporting copy that similarly represents all partners as shown on the partner branded vehicle.

Promotional Literature

Business Card Multiple Channel Partners Business Card

The 3 pre-approved channel partner descriptor logos can be found on the Dow Brand Center.

Channel partner (i.e., distributors)Dow endorsements of channel partner – practical application

hHorizontallogospecifications


Stacked variation scales to the horizontal variation DOW Diamond

Stacked variation scales to the horizontal variation DOW Diamond


v




1/2h

3/4vAuthorized Distributor

PartnerBranded™

PartnerBranded™

PartnerBranded™

PartnerBranded™



Partner Branded Vehicle

PartnerBranded™

PartnerBranded™

http://brand.dow.com

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DOW RESTRICTED


PartnerLogo™

The communication piece or branded asset will use the Dow logo and visual identity, with a secondary endorsement by the channel partner logo. Supporting copy is also used to clearly definetheroleofthechannelpartnerin the partnership.

This option is less common, but can occur ontargeted communications and forms.

Use of the Dow logo and visual identity must adheretoDow’sofficialBrandIdentityGuidelines.

Primary Brand

Secondary Brand

Supporting Copy

Channel partner (i.e., distributors)Partner endorsements of Dow

Use of the Dow logo must always adhere totheofficialBrandIdentityGuidelines.

Partner logo endorsements must always be visually subordinate to the Dow logo. Guidelines for size and placement are covered on the following page.

Supporting copy should always be set in Helvetica Neue Regular, black and sized as exhibited below. A lock-up to the Partner logo is preferred but not required.

Partner is an Authorized “Descriptor” for DOW

Horizontallogospecifications


h

v

Line 1 Cap HeightLine 2 Baseline

Line 1 Cap HeightLine 2 Baseline

3x

Type size is determined by 2 lines set with equal size and leading, scaled to fittheheightof1/8hor1/6v,toplinecap height and bottom line baseline, maximum of 2 lines

For horizontal lock-ups, center align text block top and bottom to Partner Brand

For vertical or square lock-ups, center align text block top and bottom to Partner Brand

1/8h

1/5v

3x

3x




x

x

x

x

PartnerLogo™

PartnerLogo™

Partner Logo™Partner

Logo™

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Practical Application The Partner logo should always be subordinate to the Dow logo.

On smaller scale applications such as promotional literature, the partner logo should not be visually larger than the Dow logo.

On large scale applications such as billboards, the Partner logo should not be visually larger than 50% to 75% of the Dow logo.

The partner logo should have enough distance from the Dow logo so audiences easily understand the relationship between Dow and the partner. There should be enough clear space so the partner logo does not interfere with the Dow visual identity.

Ideally, the supporting copy is locked up underneath the Partner logo, but may also be separated if necessary, as shown.

With separated supporting copy

Maximum width

x1.25x

x

Horizontallogospecifications Verticalorsquarelogospecifications

Channel partner (i.e., distributors)Partner endorsements of Dow – application

UNIVAR® is an Authorized Distributor for DOW




Maximum width

0.75x

Partner Logo™

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Joint Venture* (n.) A new legal entity createdtoachievespecificobjectivesthrough an arrangement between two or more companies that share revenues and expenses. Often shorthanded to JV.

Categories and decision tree refer to theentitynameonly,anddonotreflectproductbrandsofferedbytheseentities.

*If the partnership’s purpose is for supply chain operations and no voting stock is owned, see: Channel Partner. If Dow owns voting stock but a new entity is not created, see: Subsidiary.

Joint ventureOverview

Categories A. Dual-named stand-alone brandDow-name + partner name

B. Dow and partner lock-upNew joint venture brand + Dow and partner lock-up

C. Stand-alone brandNew stand-alone brand or partner-branded

Definition The Dow name and partner name are combined to create a new branded entity.

A new stand-alone brand is created with the endorsement lock-up “A Dow and partner joint venture”.

A stand-alone brand is created or the existing partner brand is used.

Why create it? - For joint ventures where the Dow name is critical to success but the logo is not required

- To expand perceptions and grow the value of the Dow brand while lessenging exposure to risk

- Allows for quicker launch by avoiding naming and trademarking

- Signals that this is not a Dow company, which protects the Dow brand and avoids confusion with Dow’s Megatrends and market segments

- For joint ventures where the Dow brand is not critical to success

- To increase awareness and expand perceptions of the Dow brand while minimizing exposure to risk

- Requires additional time for naming and trademarking

- Signals that this is not a Dow company, which protects the Dow brand and avoids confusion with Dow’s megatrends and market segments

- For joint ventures that do not add value to the Dow brand

- To increase revenue and gain knowledge while separating Dow from risk

- May require additional time for naming and trademarking


How to create it Dow and the partner name are combined to create a new name and unique logo.

All joint ventures will link to the corporate Dow brand only.

Create a new stand-name and logo and use the lock-up endorsement “A Dow and Partner Joint Venture”. Dow should always comefirstintheendorsementline.

All joint ventures will link to the corporate Dow brand only.

Usethepartnerbrandifithassignificantequity with the target audience, otherwise create a new stand-alone brand.

Do not link to the Dow brand except where legally required.




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Joint ventureDecision tree

1. Positive for Dow? 2. 50% or greater ownership? 3. Dow positive for joint venture?

Will a connection with the Joint Venture have a positive impact on the Dow brand?

- Does the joint venture align with or compliment our existing porfolio

- Does the joint venture represent a growth area?


Does Dow control 50% or more of the joint venture?

- Is this a 50/50 Joint Venture?- Is Dow the majority owner?

DoestheDownamesignificantlyincrease the value of the joint venture?

- Is Dow required to get your foot in the customer’s door?

- If target audiences are Dow’s competitors, will using the Dow name not interfere with sales?

-WilltheDownameaddsignificantequity to the joint venture?

YES

NO

YES

NOB. Dow and partner lock-upNew joint venture brand + Dow and partner lock-up

C. Stand-alone brandNew stand-alone brand or partner-branded

A/B. Minimize visual linkage Use either A. Dual-named stand-alone brand or B. Dow and partner lock-up. See priority list on the following page

YES

NO

A. Dual-named stand-alone brandDow name + partner name

Dow is the licensor

Partner is the licensor


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x

From the options to the right, negotiate with the partner to minimize the prominence of the Dow brand. Option 1 is the preferred option.

(NOTE: Illustrations are for demonstration purposes only. Visual executions will further definethejointventure).

Option 1 (preferred):Dow and partner lock-upNew joint venture brand + Dow and partner endorsement lock-up

Option 2:Dual-named stand-alone brandDow name + partner name

Joint ventureMinimize visual linkage priority list

Horizontallogospecifications Verticalandsquarelogospecificationsh v

3/5h

4/5v

2x

2x

A Dow and Partner JVx

A Dow and Partner JV


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Practical Application The Dow and partner names are combined together to create the JV entity name.

A new logo is created with no direct visual link to the DOW Diamond. While the Diamond may not be used, you may create diamond like objects with a similar red color as shown.

The name and logo for the new entity will use both the Dow and partner names combined together to form a new name. A new logo should be created that helps to express the purpose and positioning of the JV.

The DOW Diamond may not be used when branding joint ventures.

These guidelines refer to the branding of the entity itself, nottheproductsthattheJVoffers.

Contact the Brand Team for help creating joint venture brands (e.g., names, logos, visual systems).

Primary Brand

No visual link to DOW Diamond.

When possible, the preference is to have the Dow name come before the partner name.

Joint ventureDual-named stand-alone brands



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Practical Application The joint venture receives a unique name, logo andvisual system with no visual link to Dow or the partner.The lock-up line is always connected to the logo.

A new name and logo is created for the joint venturewith no visual link to Dow. A lock-up line is usedto explain that this entity is a JV between Dow andthe partner.

The DOW Diamond may not be used when brandingjoint ventures.

These guidelines refer to the branding of the entityitself,nottheproductsthattheJVoffers.

Contact the Brand Team for help creating jointventure brands (e.g., names, logos, visual systems).

No visual link to Dow or the partner logos. Text is locked up to the logo to explain that this entity is a JV between Dow and the partner. Copy should always be set in Helvetica Neue Regular, black and sized as exhibited to the right.

Primary Brand

Joint ventureDow and partner lock-up

Horizontallogospecifications Verticalandsquarelogospecifications


h

3/5h

2xA Dow and Partner JVx

x

v

4/5v

2xA Dow and Partner JV


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The joint venture has no visual or verbal link withDow. The entity will either use the Partner brand or aunique name, logo and visual system will be created.

If the partner has a very strong brand that resonateswell with customers, then that brand may be used ifthe Partner decides that is appropriate. Otherwise, acompletely new name, logo and visual identity shouldbe created.


No visual or verbal link to Dow.

Primary Brand

Practical Application The joint venture uses a unique name and logo without any visual or verbal link to Dow. Either a new brand is created or the Partner brand is used, if appropriate.

Joint ventureStand-alone brands



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Subsidiary* (n.) An entity partially or wholly owned by the parent company through the ownership of voting stock. When Dow owns greater than 50% of voting stock, it is a majority-owned subsidiary, 50% or less is a minority-owned subsidiary. Sometimes referred to as affiliates.

Often times, these are acquisitions or organic growth opportunities to expand capabilities or markets. Categories and decision tree refer to the entity name only,anddonotreflectproductbrandsofferedbytheseentities.

*If the partnership’s purpose is for supply chain operations and no voting stock is owned, see: Channel Partner. If the partnership results in a new entity, see: Joint Venture.

SubsidiaryOverview

Categories A. Dow product brandProducts are Dow-branded. The subsidiary entity is not branded

B. Subsidiary lock-upNew stand-alone brand or Partner-branded + subsidiary lock-up

C. Dow endorsementNew stand-alone brand or partner-branded + Dow endorsement

D. Stand-alone brandNew stand-alone brand or Partner-branded

Definition Individual products will follow Dow product guidelines, and the subsidiary entity is not communicated externally.

A stand-alone brand is created or the existing Partner brand is used and is locked up to “A Subsidiary of Dow” using the DOW Diamond.

A stand-alone brand is created or the existing partner brand is used with an endorsement by “A Subsidiary of Dow” using the DOW Diamond.

A stand-alone brand is created or the existing Partner brand is used.

Why create it? - For majority-owned subsidiaries with products closely aligned withDow’sportfoliothatbenefitfrom being presented as Dow products

- To expand the Dow product portfolio


- For majority-owned subsidiaries thatbenefitfromassociationwiththe Dow logo, but the entity’s purpose is distinct from Dow’s core business

- To expand perceptions of the Dow brand


- For subsidiaries that are positive for Dow, but the Dow brand is not relevant with target audience

- To increase awareness of the Dow brand


- For subsidiaries that do not add value to the Dow brand

- To increase revenue and gain knowledge while separating Dow from risk


How to create it Individual products are branded using the Dow Subsidiary Decision Tree.

The subsidiary entity is not communicated externally.

Use the Partner brand if legally able and there are no negative associations. Otherwise create a new brand.

The subsidiary logo is locked up to “A Subsidiary of Dow”, using the DOW Diamond logo.


Endorse with “A Subsidiary of Dow”, using the DOW Diamond logo.


Do not link to the Dow brand except where legally required.




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See Dow Product Branding Guidelines

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SubsidiaryDecision tree

1. What is Dow’s ownership? 2. Positive for Dow? 3. Dow-owned? 4. Strong alignment with Dow?

Is Dow a majority (50% or greater) or minority (less than 50%) owner??

- Is Dow a majority owner with 50% or more of controlling stake?

- Is Dow a minority owner with less than 50% of controlling stake?

Will a connection with the Subsidiary have a positive impact on the Dow brand?

- Does the Subsidiary align with or compliment our existing portfolio?

- Does the product represent a growht area?


Can a connection with Dow have a positive impact on the Subsidiary?

- Will customers pay a premium if associated with Dow?

- Are customers more likely to purchase with the Dow brand?

- Will a visual link to the Dow brand not disrupt sales?

Aretheproductsofferedby the Subsidiary so aligned with Dow that they should be Dow-branded?

- Dotheproductsofferedalignwith or compliment Dow’s existing products?

- Are customers more likely to purchase if branded Dow?

- Do customers believe that Dowcanoffertheseproducts?

YES

NO

YES

NO

B. Subsidiary lock-upNew stand-alone brand or partnerbranded + subsidiary lock-up

C. Dow endorsementNew stand-alone brand or partnerbranded + Dow endorsement

D. Stand-alone brandNew stand-alone brand or partnerbranded + Dow endorsement

C. Dow endorsementNew stand-alone brand or partnerbranded + Dow endorsement

YES

NO

YES

NO

YES

NO D. Stand-alone brandNew stand-alone brand or partnerbranded + Dow endorsement

A. Dow product brandProducts are Dow-branded.The subsidiary is not branded.






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The Subsidiary will either use the partner brand or a unique name, logo and visual system will be created. “A Subsidiary of Dow” is always locked up to the logo, using the DOW Diamond.

If the partner brand has any equity with targetaudiences, without any major negative perceptions, then the Partner brand should be used. Otherwise, a completely new name, logo and visual identity should be created.

Contact the Brand Team for help creating subsidiary brands (e.g., names, logos, visual systems).

Primary Brand Because this is a lock-up, the elements must follow this format and should not beseparated.Thespecificsizeandrelationship of the subsidiary line and Dow logo is dependent on the NewCo/Partnerlogoconfiguration.ContacttheBrand Team for assistance.

The Dow logo must always be visually subordinate to the NewCo/Partner logos. The subsidiary line should always be set in Helvetica Neue Regular and sized as exhibited to the right. The color to be used for the subsidiary line is 50% black.

Use of the Dow logo must always adhere totheofficialBrandIdentityGuidelines.

Practical Application The subsidiary uses a unique name and logo with a visual or verbal link to Dow.

A Subsidary of

A Subsidary of

SubsidiaryLock-ups

Horizontallogospecifications Vertical and square logospecifications

2x

x

x

h

4/5h

A Subsidiary of

h

2x

x

x4/5h

A Subsidiary of

v

x

x

2x

3/5v

A Subsidiary of

2xx

x

3/5v

v

A Subsidiary of



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The subsidiary will either use the partner brand or a unique name, logo and visual system will be created. “A Subsidiary of Dow” is used with the DOW Diamond as an endorsement but is never locked up to the subsidiary logo.

If the partner brand has any equity with target audiences, without any major negative perceptions, then the Partner brand should be used. Otherwise, a completely new name, logo and visual identity should be created.

Contact the Brand Team for help creating subsidiary brands (e.g., names, logos, visual systems).

The NewCo/Partner visual identities are used and the NewCo/Partner logos are the primary brands.

The Dow logo must always be visually subordinate to the NewCo/Partner logos. The Subsidiary line should always be set in Helvetica Neue Regular and sized as exhibited to the right. The color to be used for the Subsidiary line is black.

Use of the Dow logo must always adheretotheofficialBrandIdentity Guidelines.

Primary Brand

Secondary Brand

Practical Application There are currently no examples available.

Partner Branded™

SubsidiaryDow endorsements

Primaryconfiguration

Horizontalconfiguration(onlyusewhenspaceconstraintsdictate)

1/5x

1/5x

x

A Subsidiary of

1/5x1/3x

x

A Subsidiary of



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The subsidiary has no visual or verbal link with Dow. The entity will either use the partner brand or a unique name, logo and visual system will be created.

If the partner brand has any equity with targetaudiences, without any major negative perceptions, then the partner brand should be used. Otherwise, a completely new name, logo and visual identity should be created.


No visual or verbal link to Dow.

Primary Brand Partner

Branded™

SubsidiaryStand-alone brands


Practical Application There are currently no examples available.


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Dow Partnership Branding v1.0 | December 2019®™TrademarkofTheDowChemicalCompany(“Dow”)oranaffiliatedcompanyofDow

Reach out to us with any questions or for help using these brand guidelines.

Contact us

Brand TeamEmail: [email protected]


Documents

PARTNERSHIP BRANDING - Dow Chemical Company