THE BIG FOUR While there are a number of best practices and rules outlined in these guidelines, the top four things to remember are:

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1 SUSAN G. KOMEN BRANDING GUIDELINES As Susan G. Komen organization transitions to its new brand this year, the Brand team is issuing updated brand use and trademark protection guidelines to ensure the value of some of our most important assets: our name, our running ribbon and related logos (collectively, our trademarks). Please be sure that our colleagues, partners, vendors and others that may be authorized to use our trademarks are made familiar with and follow these guidelines. WHY ARE THESE GUIDELINES IMPORTANT? The relative effectiveness of a brand depends on its degree of distinctiveness and that trademarks must always be maintained, protected, and correctly used. Their strength, and therefore value, is directly linked to public perception. Carelessness and misuse of a brand can devalue or void the legal significance of the mark; for example, misuse can lead to a valuable trademark becoming a generic term or reference. WHAT IS A TRADEMARK? A trademark is a word, name, symbol, device, design or phrase adopted and used by the Komen organization to identify its goods and services and to distinguish them from the goods and services of others. Trademarks, otherwise known as brands, are usually marked with either a or an symbol (a designates an unregistered trademark and an designates a registered trademark). Please review the Komen organization brands in the following pages. While these generally refer to trademarks used in the United States, some trademarks may also be used and are registered internationally. These guidelines are intended to ensure the continued exclusive and unimpeachable rights to use and prevent the unauthorized use of our trademarks. These guidelines are made applicable to all authorized users of the Komen trademarks, including the national office, the Affiliates, cause-related marketing partners, vendors providing branded materials (invitations, t-shirts & mugs, etc.), and any party authorized to use the Komen trademarks. These guidelines provide you with multiple options for using Komen s registered trademarks. These registered trademarks are to be used on all branding communication, collateral, materials, fundraising documents, etc. Komen is not able to administer new logos that are not currently trademarked. WHAT IS A NEW LOGO? To determine if something is a new logo or not is subjective. We have developed a simple test to help you judge a design to see if it is a logo or not. 1. Does it have its own logotype or does it use stylized text? 2. Does it use an icon/clipart/graphic/shape other than our Running Ribbon? 3. Are the icon and text locked together in an artistic formation? (stacked, circular, etc.) 4. Does it function independently, stand on its own or can you cut and paste it to other places? If you can answer yes to any of these questions, then yes, it s probably a new logo. Separately, the elements listed above are not bad, but when they are put together - they quickly turn into new logos. In summary, please make sure that any communications material or collateral you create adheres to the Branding Guidelines, does not contain a new logo (per guidance given here) and protects the registered marks of Susan G. Komen. THE BIG FOUR While there are a number of best practices and rules outlined in these guidelines, the top four things to remember are: 1. Please do not modify, alter or otherwise change the trademarks. The permitted uses are outlined in these guidelines. Any deviations from the permitted uses may result in devaluing or voiding the trademarks. 2. Use the or whenever using Komen trademarks as a brand or logo; and use the in a circle at the first reference to Susan G. Komen or other registered trademarks when used in text. 3. Please be sure that third-party use of the trademarks are governed by a written agreement and the third-party use is made subject to these guidelines. 4. Please respect the intellectual property of others, do not use others trademarks or protected property without advance permission; and, do not incorporate Komen organization trademarks into others brands. Please report any unauthorized uses of the Komen trademarks to: trademarks@komen.org PAGE 1 REV. 1/2014

2 KOMEN BRAND HIERARCHY SIGNATURE MARK AFFILIATE LOGOS KOMEN PROGRAMS AND EVENTS EXAMPLE OF AFFILIATE PROGRAMS AND EVENTS EXAMPLE OF ANCILLARY RACE PROGRAMS PAGE 2 REV. 1/2014

3 SUSAN G. KOMEN NAME & SIGNATURE USE OUR NAME: SUSAN G. KOMEN There s no The before Susan G. Komen. Use initial caps on all words. Include on first reference only in text. We refer to ourselves as an organization, NOT a foundation. Do not use the in the following sentence: The Running Ribbon is a registered trademark of Susan G. Komen. OUR SIGNATURE The Signature should NEVER be pulled apart, manipulated or reconfigured. It should be at least a half an inch (.5") tall when printed. It should appear in three colors (PMS 232, PMS 227, Black) whenever possible. A white border should not be added around the logo. A version with a halo is preferred if a standard option will not work. The Signature should not be used on a pink (of any shade) background. The all-white or halo Signature should be used on pink backgrounds. An all white Signature can be used ONLY when placed on a pink background (not limited to our pinks). The should always be included when Signature is used as a brand or logo. A small area of isolation (.25 inches) MUST surround our Running Ribbon and logo. This area should be free of text, slogans and illustrations. Do not create an additional/new Signature logo. THE SIGNATURE MARKS 3 COLOR SIGNATURE 4 COLOR PROCESS SIGNATURE LIGHT PINK: C=3, M=67, Y=0, K=0 DARK PINK: C=0, M=100, Y=7, K=19 BLACK: C=0, M=0, Y=0, K=100 2 COLOR SIGNATURE LIGHT PINK: 100% PMS 232 DARK PINK: 30% BLACK OVERPRINTING PMS 232, BLACK: ALL TEXT SIGNATURE REVERSED PMS 232, PMS 227, WHITE ALL WHITE SIGNATURE THIS LOGO MAY ONLY BE USED ON AN ALL PINK BACKGROUND HALOED SIGNATURE OUTER GLOW OF WHITE 2 COLOR ALL PINK SIGNATURE LIGHT PINK: 100% PMS 232 DARK PINK: 100% PMS COLOR ALL PINK SIGNATURE LIGHT PINK: 50% PMS 227 DARK PINK: 100% PMS COLOR ALL BLACK SIGNATURE GRAY: 75% BLACK BLACK: 100% BLACK PAGE 3 REV. 1/2014

4 SUSAN G. KOMEN RUNNING RIBBON USE & COLOR RUNNING RIBBON The ribbon icon should NEVER be pulled apart, manipulated or reconfigured. The dot that rests atop the icon should also never be removed. The ribbon icon may NOT be used as a part of another image or built into a preexisting design or logo. The ribbon icon may NOT be used as a part of a word. The following trademark line should always be used in connection with the stand-alone pink ribbon (mice type is fine): The Running Ribbon is a registered trademark of Susan G. Komen. If the Running Ribbon icon is used apart from the Signature, or other trademarks a national program logo (Ex: Passionately Pink for the Cure) MUST appear in close proximity. Whenever possible, a should be used with the Running Ribbon unless space does not allow. Our pink ribbon is unique because it is two-toned. As such, it should always appear as two separate pinks (PMS 232, PMS 227). Note: All Signature white is the exception The two-toned Running Ribbon should not be used on a pink (of any shade) background. The all-white or halo Running Ribbon should be used on pink backgrounds. It should be at least a half an inch (.5 ) tall when printed. The icon should not be used for bulleted lists or other repetitive instances. A small area of isolation (.25 inches) MUST surround our Running Ribbon. This area should be free of text, slogans and illustrations. A white border should never be added around the Running Ribbon. A version with a halo is preferred if a standard option will not work. Please note, the use of the Running Ribbon in wording and/or designs is exclusive to Komen s private-label apparel, which is currently produced through our merchandise partner, MainGate. Some creative license in the use of Komen s trademarks is accepted within the merchandise program, while certain items (by their nature) do not lend themselves to strict application of the branding guidelines. PRIMARY COLOR PALETTE PMS 232 C 3 M 67 Y 0 K 0 R 242 G 56 B 166 PMS 227 C 0 M 100 Y 7 K 1 9 R 171 G 3 B 92 PMS COOL GRAY 3 C 0 M 0 Y 0 K 17 R 207 G 201 B 196 BLACK C 0 M 0 Y 0 K 100 R 0 G 0 B 0 PATTERNS PAGE 4 REV. 1/2014

5 RACE FOR THE CURE USE, COLOR & FONT SUSAN G. KOMEN RACE FOR THE CURE except for the Include on first reference only in text. OUR RACE LOGO The logo should NEVER be pulled apart, manipulated or reconfigured. It should appear in three colors (PMS 232, PMS 227, Black) whenever possible. A white border should NEVER be added around the logo. The should always be included when used as a brand/logo. A small area of isolation (.25 inches) MUST surround the entire Race logo. This area should be free of text, slogans and illustrations. Minimum sizes: Vertical inches tall, Horizontal -.5 inch tall RACE MATERIALS AND ADVERTISING The Race logo with the National Series Presenting Sponsor and National Series Sponsor logos must appear in all Race materials and advertising paid for by Affiliates, but not in PSAs. REFERRING TO THE RACE RACE EVENT First Reference: Susan G. Komen Race for the Cure OR Susan G. Komen Race for the Cure Series Second Reference: Komen Race for the Cure OR Komen Race for the Cure Series Third Reference: Race or Race Series AFFILIATE RACE EVENT First Reference: Susan G. Komen (location/name) Race for the Cure Second Reference: Komen (location/name) Race for the Cure Third Reference: Race or event Exception: In sentences or paragraphs in which you have already used the full name of our organization, you can use Komen Race for the Cure the first time you mention the Race. Ex: Susan G. Komen has invested more than $2.2 billion dollars to fulfill our promise, thanks in part to events like the Komen Race for the Cure. RACE LOGO RACE LOGO 1 COLOR ALL BLACK RACE LOGO GRAY: 75% BLACK BLACK: 100% BLACK RACE LOGO REVERSED PMS 232, PMS 227, WHITE RACE LOGO WITH NATIONAL SPONSORS RACE LOGO HORIZONTAL SPONSOR LOCK-UP MINIMUM SIZE OF.75" TALL RACE LOGO VERTICAL SPONSOR LOCK-UP MINIMUM SIZE OF 1.5" TALL AFFILIATE RACE LOGO STRAIGHT LINE SPONSOR LOCK-UP MINIMUM SIZE OF.75" TALL PAGE 5 REV. 1/2014

6 KOMEN BRANDING VOICE, STYLE & FONT See mykomen for key messages and frequently requested breast cancer facts. OUR VOICE If the Komen voice were a person, she would be a dear friend with a determined voice filled with compassion, gratitude and hope. As such, we write or speak as if addressing a friend. Be confident, compelling and honest. The goal is to inspire, not to preach. Say something people want to hear and you will not be ignored. OUR IMAGE Like our voice, our brand image is that of a dear friend; determined, compassionate, grateful and hopeful. The way we position our brand and the images, language, associations and context will project the organization as a respected friend and leader. We want to be bold, confident, compelling, and do not want to compromise our integrity and power with images or text that are demeaning to women. Examples include, but are not limited to, references to submission, captivity or sexual context. All collateral is subject to the Affiliate team review process and must align with Branding Guidelines. BOILERPLATE (word count 108) ABOUT SUSAN G. KOMEN Susan G. Komen is the world s largest breast cancer organization, funding more breast cancer research than any other nonprofit while providing real-time help to those facing the disease. Since its founding in 1982, Komen has funded more than $800 million in research and provided more than $1.7 billion in funding to screening, education, treatment and psychosocial support programs serving millions of people in more than 30 countries worldwide. Komen was founded by Nancy G. Brinker, who promised her sister, Susan G. Komen, that she would end the disease that claimed Suzy s life. Visit komen.org or call GO KOMEN. Connect with us on Facebook at facebook.com/susangkomen and REFERRING TO THE ORGANIZATION SUSAN G. KOMEN First Reference: Susan G. Komen Second Reference: Komen Third Reference: Komen or organization AFFILIATES First Reference: Susan G. Komen (Location of Affiliate) e.g., Susan G. Komen Dallas County Second Reference: Komen (Location of Affiliate) e.g., Komen Dallas County Third Reference: Komen (Location of Affiliate) e.g. Komen Dallas County REFERRING TO NANCY BRINKER: First Reference: Susan G. Komen Founder and Chair, Global Strategy Second Reference: Brinker Subsequent References: she or Brinker REFERRING TO DR. JUDITH A. SALERNO: First Reference: President and CEO, Susan G. Komen Second Reference: Dr. Salerno OR Salerno (situational) Subsequent References: she OR Judith OR Judy (situational) Please note: when referring to a Komen entity (other than your own), do not personify it by using the words he, she or they. Use it. APPROVED FONTS GOTHAM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ARIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz TIMES ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BYRON MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PAGE 6 REV. 1/2014

7 KOMEN BRANDING VOICE & STYLE KOMEN WRITING STYLE Affiliate: capitalize when referring to Komen Affiliates breast cancer: lowercase co-survivor: lowercase when used in reference to a person, separate from the Komen program; hyphen between co and survivor one word, lowercase e-newsletter: one word, hyphenated, capital N fundraising: one word, no hyphen health care: two words Internet: capitalized Komen department names: lowercase; Ex: The marketing department hosted a meeting. komen.org: lowercase k, unless starting a sentence. Use komen.org except in places where makes more sense in context, or for special audiences. nonprofit: one word online: one word, lowercase personal titles: capitalized only directly before a name, otherwise they are lowercase Ex: President Jane Smith OR Jane Smith, president Race: capitalize when referring to a Komen Race for the Cure Running Ribbon: capitalized survivor: lowercase website: one word GO KOMEN: hyphen between 1 and 877 and space after 877 and GO. Add ( ) in parentheses when space allows. Facebook: facebook.com/susangkomen PAGE 7 REV. 1/2014

8 SUB-BRANDS AND PLATFORMS OF SUSAN G. KOMEN The signature should be at least a half an inch (.5") tall when printed. SUSAN G. KOMEN 3-DAY Include a dash between 3 and Day Include the on first reference Preferred reference: the Susan G. Komen 3-Day (use this reference as much as possible) Subsequent references: the 3-Day or the event SUSAN G. KOMEN CIRCLE OF PROMISE Include the on first reference only after Susan G. Komen, NOT Circle of Promise First reference: Susan G. Komen Circle of Promise Subsequent references: Circle of Promise SUSAN G. KOMEN LAZOS QUE PERDURAN Include the on first reference only after Susan G. Komen, NOT Lazos Que Perduran First reference: Susan G. Komen Lazos Que Perduran Subsequent references: Lazos Que Perduran SUSAN G. KOMEN MARATHON FOR THE CURE except for the Include the on first reference only First Reference: Susan G. Komen Marathon for the Cure Subsequent References: Marathon for the Cure The black oval may be removed if used on an all-black background. SUSAN G. KOMEN PASSIONATELY PINK Include the on first reference only First Reference: Susan G. Komen Passionately Pink Subsequent References: Passionately Pink PAGE 8 REV. 1/2014

9 PROGRAMS OF SUSAN G. KOMEN The signature should be at least a half and inch (.5") tall when printed. SUSAN G. KOMEN ART FOR THE CURE PROGRAM except for the Include on first reference only First Reference: Susan G. Komen Art for the Cure Subsequent References: Susan G. Komen Art for the Cure SUSAN G. KOMEN CO-SURVIVOR PROGRAM Include a hyphen between co and survivor Include the on first reference only after Susan G. Komen, NOT Co-Survivor First reference: Susan G. Komen Co-Survivor Program Subsequent references: Komen Co-Survivor Program OR Co-Survivor Program COOK FOR THE CURE PROGRAM Include on first reference only First Reference: Cook for the Cure Subsequent References: Cook for the Cure DINE OUT FOR THE CURE PROGRAM except for the Include on first reference only First Reference: Dine Out for the Cure Subsequent References: Dine Out for the Cure SUSAN G. KOMEN GLOBAL PROMISE FUND Include on first reference only after Susan G. Komen, NOT Global Promise Fund First Reference: Susan G. Komen Global Promise Fund Subsequent References: Komen Global Promise Fund or Global Promise Fund I AM THE CURE Always in all caps Include the on first reference First references: I AM THE CURE. Subsequent references: I AM THE CURE. RALLY FOR THE CURE PROGRAM except for the Include on first reference only First Reference: Rally for the Cure Subsequent References: Rally for the Cure READ FOR THE CURE PROGRAM Include on first reference only First Reference: Read for the Cure Subsequent References: Read for the Cure PAGE 9 REV. 1/2014

10 PROGRAMS OF SUSAN G. KOMEN FOR THE CURE These trademarks may be reserved for exclusive use by a program partner. Please contact trademarks@komen.org PRIOR to any use unrelated to a partner program. A Cruise for the Cure Holland America Answers for the Cure Ask.com Art for the Cure HQ/Affiliates Bowl for the Cure USBC Cards for the Cure Hallmark Checks for the Cure Deluxe Clean for the Cure Oreck Conversations for the Cure SEWI! Cook for the Cure KitchenAid Crop for the Cure Affiliates Dance for the Cure Affiliates Decorate for the Cure Mohawk Dig for the Cure Affiliates Dine Out for the Cure Affiliates Doctors for the Cure Affiliates Fiesta for the Cure On the Border Fit for the Cure Wacoal Fly for the Cure American Friends for the Cure Affiliates Golf for the Cure Affiliates Hoops for the Cure Affiliates Home for the Cure RE/MAX Kids for the Cure Affiliates Lace Up for the Cure New Balance Laugh for the Cure Affiliates Marathon for the Cure HQ Miles for the Cure American On Deck for the Cure Holland America Passionately Pink for the Cure HQ/Affiliates Race for the Cure HQ/Affiliates Rally for the Cure Conde Nast Read for the Cure SubDirect, LLC Ride for the Cure Affiliates Row for the Cure Affiliates Shoot for the Cure - Affiliates Shop for the Cure HSN Sing for the Cure Affiliates Sleep In for the Cure Affiliates Sold for the Cure RE/MAX Specify for the Cure - Mohawk Swing for the Cure Affiliates Teaming Up for the Cure Affiliates Teens for the Cure Affiliates PAGE 10 REV. 1/2014