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©2011 Walgreen Co. All rights reserved. CONFIDENTIAL AND PROPRIETARY: FOR INTERNAL USE ONLY Core Brand Standards—May 13, 2011

BrandmarkThe Walgreens brandmark – one of our most important visual elements – consists of a customized script logotype that conveys the heritage, authenticity and quality of our product offerings and services. The consistent use of our brandmark builds visibility, brand equity and recognition with our customers, so it must be protected.

Our brandmark should always appear in Corporate Red on a white !eld unless it is being used on a black-and-white-only piece,in which case it should appear as black.

Black on White Background

2.2

©2011 Walgreen Co. All rights reserved. CONFIDENTIAL AND PROPRIETARY: FOR INTERNAL USE ONLY Core Brand Standards—May 13, 2011

White on Black Background

On rare occasions, the Walgreens brandmark may be reversed, but please reserve this use for unavoidable circumstances.

Brandmark

Please note, you may see the Walgreens brandmark being used differently in store, including as a white keyline across historic visuals (see below) or in neon lights. These highly specialized executions are for in-store use only and should not be duplicated in any marketing.

2.3 ©2011 Walgreen Co. All rights reserved. CONFIDENTIAL AND PROPRIETARY: FOR INTERNAL USE ONLY Core Brand Standards—May 13, 2011

White on Black Background

On rare occasions, the Walgreens brandmark may be reversed, but please reserve this use for unavoidable circumstances.

Brandmark

Please note, you may see the Walgreens brandmark being used differently in store, including as a white keyline across historic visuals (see below) or in neon lights. These highly specialized executions are for in-store use only and should not be duplicated in any marketing.

2.3

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©2012 Walgreen Co. All Rights Reserved. Walgreen Co. Proprietary and ConÄ dential. FOR INTERNAL USE ONLY 5.1

Walgreens Brand Standards

Corner W Icon: When to Use

We may use the icon in circumstances where a smaller visual element would be more advantageous and/or more visible, but only when it’s evident the piece is Walgreens, such as an in-store sign or circular institutional spot. It is to be used by itself or in conjunction with a headline where it acts as a visual lead-in to the main message.

Visual Elements:

DO NOT size the icon below .275" vertical height (20x20px).

SizingPreferred minimum size .45" vertical height (32x32px).

Reference File: Walgreens_Corner-W-Flag_Red-Gradient_4c.ai

:PaPUN

Preferred minimum size.45” vertical height (32x32px).

+6�56; size the icon below .275”vertical height (20x20px).

Digital VersionHEX: #E31837



The “W” in the Corner W icon should always appear in white within our Corporate Red Å ag unless it is being used on a black-and-white–only piece, in which case, it should appear as white in a black Å ag. If the Corner W icon appears on a red background, it should be reversed out with a red “W” on a white Å ag.

Color-Gradient Version: PMS: 186

Digital Version: HEX: E31837

Color Version: PMS: 186

Black Version:

Reversed Gradient Version:

Reversed One-Color Version:

Corner W Icon: Color UsageVisual Elements:

Sample Text Sample Text©2012 Walgreen Co. All Rights Reserved. Walgreen Co. Proprietary and ConÄ dential. FOR INTERNAL USE ONLY 5.5


Corner W Icon: Clear Space A clear space around the icon is required for the left, right and top edge equal to the length of the lower descender in which no other elements should appear. Type can appear to be tucked under the mark to the right of the descender. The icon should never be cropped. When considering whether or not to use the Corner W, keep in mind that it is a visual element; therefore, it should never be used in a sentence. It should also not appear in conjunction with or near the Walgreens brand logo.

Visual Elements:

Sample text.

Approved usage



Corner W Icon: Clear Space A clear space around the icon is required for the left, right and top edge equal to the length of the lower descender in which no other elements should appear. Type can appear to be tucked under the mark to the right of the descender. The icon should never be cropped. When considering whether or not to use the Corner W, keep in mind that it is a visual element; therefore, it should never be used in a sentence. It should also not appear in conjunction with or near the Walgreens brand logo.

Visual Elements:

Sample text.

Approved usage

The clear space needed for the subhead type can be established by drawing a line from the bottom point to the bottom right corner of the box containing the W. All type should be equal distance to the right and below the icon.

When using a Helvetica Neue subhead:



The clear space needed for the subhead type can be established by drawing a line from the bottom point to the bottom right corner of the box containing the W. All type should be equal distance to the right and below the icon.

Visual Elements:

Corner W Icon: Type Usage

sample text

SAThe clear space needed for the type can be established by drawing a line from the bottom point to the bottom right corner of the box containing the W. All type should be equal distance to the right and below the icon.

When using a Helvetica Neue subhead: When using a Funktion headline (no subhead):


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Duane Reade Brand Identity Standards Page 3

Duane Reade Brand Mark 1.3

There are two standardconfigurations of theDuane Reade Brand Mark – Horizontal, and Compact. The Compact is to be used in all compact situations. They are not to be redrawn, recreated, or modified in any manner.Careful adherence toproportions, spacing and size relationships of these elementsin the approved master digital artwork is crucial. Variations of any sort from this standard are unacceptable.

If there are any questions about Duane Reade Brand Mark use, proposed layouts should be submitted to Brand Governance (Marketing) for review and approval in writing.

1.3.1 Horizontal Duane Reade Brand Marks

The Horizontal Duane Reade Brand Mark is the primary expression of the Duane Reade Brand Mark and is to be used in most applications.

1.3.2 Compact Duane Reade Brand Mark

The Compact Duane Reade Brand Mark Alternate is the tertiary expression of the Duane Reade Brand Mark and is only to be used when the preferred Vertical Duane Reade Brand Mark is not suitable for available proportions, e.g. a perfect square or other conditions.

Tertiary Expression

Secondary Expression

Primary Expressions


Duane Reade Brand Mark 1.3

There are two standardconfigurations of theDuane Reade Brand Mark – Horizontal, and Compact. The Compact is to be used in all compact situations. They are not to be redrawn, recreated, or modified in any manner.Careful adherence toproportions, spacing and size relationships of these elementsin the approved master digital artwork is crucial. Variations of any sort from this standard are unacceptable.

If there are any questions about Duane Reade Brand Mark use, proposed layouts should be submitted to Brand Governance (Marketing) for review and approval in writing.

1.3.1 Horizontal Duane Reade Brand Marks

The Horizontal Duane Reade Brand Mark is the primary expression of the Duane Reade Brand Mark and is to be used in most applications.

1.3.2 Compact Duane Reade Brand Mark

The Compact Duane Reade Brand Mark Alternate is the tertiary expression of the Duane Reade Brand Mark and is only to be used when the preferred Vertical Duane Reade Brand Mark is not suitable for available proportions, e.g. a perfect square or other conditions.

Tertiary Expression

Secondary Expression

Primary Expressions

Duane Reade Brand Identity Standards

BlackCMYK: 0-0-0-100RGB: 0-0-0Hex: 330000

WhiteCMYK: 0-0-0-0RGB: 255-255-255Hex: FFFFFF

Red CMYK: 0-100-81-4RGB: 227-24-55Hex: e51937

Page 2

Duane Reade Brand Mark Elements 1.2

The Duane Reade Brand Mark consists of several key graphic elements. The graphic elementson this page are never to be used independently and are not to be redrawn, recreated, or modified in any mannerin any application. Onlyapproved master digitalartwork is to be used and it cannot be altered in any way.

1.2.1 DR-Mark Symbol

The DR-Mark Symbol is an integral part of the Duane Reade Brand Mark and is NOT to be used asa standalone element in anyapplication unless specificallyapproved in writing by BrandGovernance (Marketing).

1.2.2 Duane Reade Logotype

The Duane Reade Logotype consists of custom letterforms and must alwaysappear in an approved DuaneReade Brand Mark relationshipwith the DR-Mark Symbol.

1.2.4 Duane Reade Brand Colors

The primary Duane Reade markColor is: Black and White. The primary Duane Reade part of the Walgreens family of companies mark Colors are: Black White and Red

1.2.3 ™ Registration Declaration

The ™ registration declarationprovides notice that all elements of the Duane Reade Brand Mark areprotected from unauthorized useand is to be utilized wheneverpossible.

Duane Reade Brand Identity Standards

BlackCMYK: 0-0-0-100RGB: 0-0-0Hex: 330000

WhiteCMYK: 0-0-0-0RGB: 255-255-255Hex: FFFFFF

Red CMYK: 0-100-81-4RGB: 227-24-55Hex: e51937

Page 2

Duane Reade Brand Mark Elements 1.2

The Duane Reade Brand Mark consists of several key graphic elements. The graphic elementson this page are never to be used independently and are not to be redrawn, recreated, or modified in any mannerin any application. Onlyapproved master digitalartwork is to be used and it cannot be altered in any way.

1.2.1 DR-Mark Symbol

The DR-Mark Symbol is an integral part of the Duane Reade Brand Mark and is NOT to be used asa standalone element in anyapplication unless specificallyapproved in writing by BrandGovernance (Marketing).

1.2.2 Duane Reade Logotype

The Duane Reade Logotype consists of custom letterforms and must alwaysappear in an approved DuaneReade Brand Mark relationshipwith the DR-Mark Symbol.

1.2.4 Duane Reade Brand Colors

The primary Duane Reade markColor is: Black and White. The primary Duane Reade part of the Walgreens family of companies mark Colors are: Black White and Red

1.2.3 ™ Registration Declaration

The ™ registration declarationprovides notice that all elements of the Duane Reade Brand Mark areprotected from unauthorized useand is to be utilized wheneverpossible.

*VSVY�<ZHNL

BlackHEX: #330000

WhiteHEX: #FFFFFF

RedHEX: #E51937


Duane Reade Brand Mark Clear Space 2.1

It is important to maintain a minimum protective clear space surrounding the Duane Reade Brand Mark in all applications to ensure the visual integrity of the Duane Reade Brand Identity.

The minimum clear space measure is based on the width of the “e” letterform in the Duane Reade logotype and surrounds the entire Duane ReadeBrand Mark.

This protective clear space may not beencroached upon by any auxiliary information. However, background elements such asphotography, colors, and patterns may lie within clearspace provided that they do not interfere with the legibility of the Duane Reade Brand Mark. (See 2.4 for information regardingbackground considerations).

Any special circumstances that may impactthe minimum clear space restriction must besubmitted to Brand Governance (Marketing)for review and approval in writing.

NOTE: The Duane Reade Brand Mark has been integrated into some specially designed logos, e.g. Duane Reade Brand Mark with Your City. Your Drugstore. Tagline and the Companies corporate logo, that do not conform to the minimum clear space standard. In each case, these carefully controlled applications have been approved as unique visual identities. The minimum Duane Reade clear space must bemaintained in all other applications.

2.1.1 Minimum Space

The minimum clear spaceis measured by the width of the “e”letterform and surrounds the entire Duane Reade Brand Mark.

2.1.2 Horizontal Duane Reade Brand Protective Clear Space

The Horizontal Duane ReadeBrand Mark Protective clearspace is determined by theminimum clear spacemeasure and surrounds theentire Duane Reade Brand Mark.

2.1.3 Compact Duane Reade Brand Protective Clear Space

The Compact Duane Reade Brand Mark Protective clear space isdetermined by the minimum clear space measure and surrounds the entire Duane Reade Brand Mark.

Minimum Clear Space

Measure








2.1.1 Minimum Space






Minimum Clear Space

Measure








2.1.1 Minimum Space






Minimum Clear Space

Measure

Horizontal Duane Reade Brandmark Protective Clear Space

Compact Duane Reade Brandmark Protective Clear Space

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PR & Blogs Outreach

Email

Landing Page for Your AppSocial MediaMarketing Your API Integration

Any press release, white paper, interview request, or other related information posted on a public website mentioning Walgreens or its relationship with the third party must be approved by Walgreens Corporate Communications department before being made available publicly. Walgreens Corporate Communications department will inform the third party whether Walgreens will participate in the public document and will approve the document prior to publication. Walgreens Corporate Communication requests must be submitted via email to [email protected] a minimum of approximately four weeks before the intended announcement date.

Let your current Facebook and Twitter followers know about the new features and how it can help them.

app user base.

an email about your app and it’s ability to print to a walgreens store.

Tell a story about how your App users can benefit from the convenience and utility of the new feature in your App. If you would like to request images such as Walgreens photo products, prescription bottles, please email us and we’d be happy to help.

Here’s an example of an email we have sent promoting the update in the Walgreens App to our email list

Update your website to include the features of the Walgreens

your App. This will help with the

your website visitors learn about

your App is available on multiple platforms, this is a great place to land people from emails, social media posts, etc.

All questions and marketing materials should be directed to [email protected] for review and approval before launching live

enhances your App can attract new users to download your App and current users to update.

Promotions/Offers

products, you can request a discount code. Don’t forget to include the disclaimer for the discount code so your users are clear about what they can use it on and you can provide a positive customer experience.

PR & Blogs Outreach

Email

Landing Page for Your AppSocial Media

Promotions/Offers

All questions and marketing materials should be directedto [email protected] for review and approval before launching live

Let people know about your partnership with Walgreens

Reach out to consumer facing blogs and news outlets tolet them know about your App’s ability to order photo printsor prescription re!lls to pick up Walgreens’ stores. Focusing on the value the Walgreens API integration provides your appusers will help educate your current user base as well asattract new users to download your app.

Let your followers know about the added value your App nowprovides them. Encourage them to update your App and try thenew feature. Be creative with the copy of your posts. Ask questionsor provide suggestions of how the new feature can be useful.

To encourage your users to try the quickprints products, you can request a discount code. Don’t forget to include the disclaimer for the discount code so your users are clear about what they can use it on and you can providea positive customer experience.

app user base

an email about your app and it’s ability to print to a walgreens store

Tell a story about how yourApp users can bene!t from the convenience and utility of the new feature in your App. If you would like to request images such as Walgreens photoproducts, prescription bottles, please email us and we’d be happy to help.

Here’s an example of an email we have sent promoting the updates in the Walgreens Appto our email list.

Update your website to include the features of the Walgreens API you have integrated within your App. This will help with the

visitors to your website learn about the API features in more detail. If your App is available on multiple platforms, this is a great place to land people from emails, social media posts, etc.

FPO

PR & Blogs Outreach

Email

Landing Page for Your AppSocial Media

Promotions/Offers

All questions and marketing materials should be directedto [email protected] for review and approval before launching live

Let people know about your partnership with Walgreens

Reach out to consumer facing blogs and news outlets tolet them know about your App’s ability to order photo printsor prescription re!lls to pick up Walgreens’ stores. Focusing on the value the Walgreens API integration provides your appusers will help educate your current user base as well asattract new users to download your app.

Let your followers know about the added value your App nowprovides them. Encourage them to update your App and try thenew feature. Be creative with the copy of your posts. Ask questionsor provide suggestions of how the new feature can be useful.

To encourage your users to try the quickprints products, you can request a discount code. Don’t forget to include the disclaimer for the discount code so your users are clear about what they can use it on and you can providea positive customer experience.

app user base

an email about your app and it’s ability to print to a walgreens store

Tell a story about how yourApp users can bene!t from the convenience and utility of the new feature in your App. If you would like to request images such as Walgreens photoproducts, prescription bottles, please email us and we’d be happy to help.

Here’s an example of an email we have sent promoting the updates in the Walgreens Appto our email list.

Update your website to include the features of the Walgreens API you have integrated within your App. This will help with the

visitors to your website learn about the API features in more detail. If your App is available on multiple platforms, this is a great place to land people from emails, social media posts, etc.

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Documents

PKL >HSNYLLUZ +L]LSVWLY 7YVNYHT - Walgreens · CONFIDENTIAL AND PROPRIETARY: FOR INTERNAL USE ONLY Core Brand Standards—May 13, 2011 8IJUF PO 3FE 1"/50/& White on Black Background