Logo. The KPMG logo is our most valuable visual asset. Contents. Our brand

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1 Page 11 The KPMG logo is our most valuable visual asset. It s a mark of authenticity that states who we are and sets apart our communications, buildings and materials from those of other organizations. Think of it as the face of KPMG an instantly recognizable visual mark. This section explains how to use our logo.

2 1 / 3 versions Page 12 There are five versions of our logo: 1. KPMG primary logo. 2. KPMG blue logo. 3. KPMG black logo. 4. KPMG solid blue logo. 5. KPMG solid black logo. Please note that our logo has not changed The first three logos mentioned above are a slightly refined cut of our recogniz ed symbol. The KPMG solid blue and solid black logos are the exact same cuts of the logo we have been using for years. We have re-named them solid as the rectangles in these versions are filled with solid colour. The following two pages provide clear guidance on when to use each logo.

3 2 / 3 versions Page 13 There are five versions of our logo. 1. KPMG primary logo Our primary logo is used for online and offline applications inside our. Our primary logo is white, and appears reversed out of the KPMG Blue Gradient. This version should be used wherever possible. It can appear on a 80% or 100% black background for black and white applications only. 2. KPMG blue logo When our logo needs to sit on a white or very light background, it can be printed in KPMG Blue. Situations where this may occur are: 1. KPMG primary logo Reversed out of the KPMG Blue Gradient applications where use of a may not be practical, or co-branding ventures when the KPMG logo is required to sit on another brand s collateral. 3. KPMG black logo Our black logo is used in exceptional circumstances for black and white applications only, when our logo needs to appear on a white or very light background. KPMG primary logo Reversed out of the 80% black in black and white applications only KPMG primary logo Reversed out of the 100% black in black and white applications only Please see the following page for guidance on when to use the KPMG solid logos. Always use the master artworks supplied and never try to recreate our logos. 2. KPMG blue logo 3. KPMG black logo

4 3 / 3 versions Page 14 The following two logos are used on specific collateral, such as signage and stationery: 4. KPMG solid blue logo This logo is already used on our signage and stationery. New signage and stationery will continue to use this logo for the forseeable future. Further applications may continue to use this logo. However, this logo is not to be used on marketing communications. If you are unsure which version of the logo to use, please ask the KPMG brand team. 5. KPMG solid black logo This logo is used in the same situations as the KPMG solid blue logo, but only if the application is black and white. Please see the previous page for guidance on when to use the KPMG primary logo, KPMG blue logo and KPMG black logo. Always use the master artworks supplied and never try to recreate our logos. 4. KPMG solid blue logo 5. KPMG solid black logo

5 exclusion zone Page 15 For maximum impact, our logo should always be prominent and legible. The exclusion zone gives the logo enough space to make this impact and not be compromised by other elements. The height and width of a single box within the KPMG logo is used to define the exclusion zone. No text, imagery or patterned background should enter this space. The desired clear space on the left is measured from the far left panel within the logo. This exclusion zone exists to define the minimum amount of space that should be left clear around the logo. Whenever possible, leave a great deal more clear space around the logo than the exclusion zone. Exclusion zone for exceptional cases We have an exclusion zone for exceptional cases. This is used for applications where it is impossible to use the normal exclusion zone without compromising the size of our logo, for example a mobile application button or a sponsorship hoarding. Half the height and width of a single box within the KPMG logo is used to define the exclusion zone for exceptional cases. Unlike the normal exclusion zone, here the desired clear space on the left is measured from the left of the capital K within the logo. Y Y Y KPMG logo exclusion zone 0.5Y Y Y KPMG logo exclusion zone for exceptional cases Example of sponsorship hoarding using the exclusion zone for exceptional cases

6 sizing Page 16 The logo is measured by the full width from the capital K to the last rectangle. The logo must feature prominently on all applications, without dominating the page. The table below shows the appropriate size for the logo in different applications. Minimum logo size For print, the minimum size of the logo is 13mm wide. In exceptional circumstances where you need a very small version on a pen for example the absolute minimum width is 10mm. In these situations the strapline should not appear with the logo as it will be too small. For digital applications, the logo should not be less than 70 pixels wide. sizes for common applications Business cards A5 format material CD case format US letter material (brochures/letterheads) US half letter material A4 format material (brochures/letterheads) Compliments card (210 x 99mm) Compliments card (8.5 x 3.75in) PowerPoint (on-screen) Magazine ads US magazine ads Newspaper tabloid ads Newspaper broadsheet ads US newspaper broadsheet ads 15mm 20mm 20mm 23mm 20mm 25mm 25mm 23mm 75 pixels 25mm 23mm 35mm 45mm 35mm How to measure the logo

7 1 / 3 positioning Page 17 On the majority of applications the logo is located in either left-hand corner of the (see page 18). Always adhere to the logo exclusion zone. Basic principle The logo is placed in one of the left-hand corners of the, as this is where the KPMG Blue Gradient is darkest. It is important not to place the logo in the right-hand corners of the, as this is the lightest area of the gradient and could affect legibility. Depending on whether the corner the logo is placed in touches the edge of the application, position as follows: 1. When the logo is placed in a corner of the that does not touch the edge of the application Position the logo as close as possible to the corner edges without breaking the exclusion zone. 2. When the logo is placed in a corner of the that touches the edge of the application Align the logo to the outside margin of the grid. 1. positioned in a corner of the panel that does not touch the edge of the application Aligned to exclusion zone = Outside margin of the grid = exclusion zone 2. positioned in a corner of the panel that touches the edge of the application Aligned to outside margin of grid = Outside margin of the grid = exclusion zone

8 2 / 3 positioning Page 18 Here is a selection of positioning options for our logo, using the principles explained on page 17. = Outside margin of the grid = exclusion zone

9 3 / 3 positioning Page 19 For languages that read from right to left, we have an exception to our rule of positioning the logo. In these instances, the logo position is flipped from the left-hand corner to the right-hand corner. This is because in these instances, the darkest color of the gradient begins on the right, with the lightest color on the left (L< R). Please note, the is not flipped it must keep a consistent diagonal angle for all languages. kpmg.com s positioned in a right-hand corner of the panel

10 When to use the strapline Page 20 The strapline is a powerful expression of how we want to differentiate ourselves in the market. It is a bold and assertive statement and should be used at the high-level communication point on our external and internal communications. For example, use the strapline on: advertisements literature covers PowerPoint cover slides sponsorship ventures (whenever possible) events, collateral and environments home page (landing pages) Don t use the strapline on: applications where space restrictions do not allow room for the strapline applications where the use of the strapline will result in too much repetition of the message stationery business cards signage inside spreads of literature

11 and strapline lock-up Page 21 Our strapline has a defined lock-up with our logo. The strapline is based on Univers 65 Bold italic but the letters have been individually kerned so the artwork supplied must be used. The defined lock-up with the logo is as follows: Align the c in cutting left with the K in our logo. Align the c in complexity with the far right point of our logo. Set the strapline a distance below the logo equal to the height of the i in cutting labelled in the illustration opposite as i. Please note the strapline is only used with the KPMG logo and is never used as a separate element. The trademark symbol must always appear with the strapline. Always use the artwork provided and never try to re-create the strapline. The strapline should always appear in English. If you would like to discuss this further please contact the brand helpdesk at: GO-FM Global Brand Management i i

12 and strapline exclusion zone Page 22 For maximum impact, our logo should always be prominent and legible. The exclusion zone gives the logo and strapline enough space to make this impact and not be compromised by other elements. Y The height and width of a single box within the KPMG logo is used to define the exclusion zone. No text, imagery or patterned background should enter this space. Y The desired clear space on the left is measured from the far left panel within the logo. This exclusion zone exists to define the minimum amount of space that should be left clear around the logo. Whenever possible, leave a great deal more clear space around the logo than the exclusion zone. Y i i and strapline minimum size As detailed on page 16, the minimum size of the logo, when used with the strapline is 13mm wide.

13 1 / 2 and strapline positioning Page 23 Our strapline has a defined lock-up with our logo. Keeping this relationship, the principles for positioning the logo, detailed on page 17, still apply when the strapline is used with the logo. Always adhere to the logo and strapline exclusion zone. Here are some notional examples of logo and strapline positioning. and strapline positioned in a corner of the panel that does not touch the edge of the application Aligned to exclusion zone = Outside margin of the grid = exclusion zone and strapline positioned in a corner of the panel that touches the edge of the application Aligned to outside margin of grid = Outside margin of the grid = exclusion zone

14 2 / 2 and strapline positioning Page 24 Here is a selection of notional positionings for our logo and strapline, to further illustrate the principles. = Outside margin of the grid = exclusion zone

15 and strapline checklist Page 25 Should you be using the strapline on the application? See page 20 Are you using the correct version of the logo? See pages Are you adhering to the logo exclusion zone? See page 15 Are you using the right size of logo for your application? See page 16 Are the logo and strapline positioned in a left-hand corner of the and on top of the darkest area of the gradient (or on the darkest area in a right-hand corner for languages that read from right to left)? See page 17 Are you using the official artwork for the logo and strapline lock-up? See page 21 Is the strapline locked-up to our logo as specified? See page 21

16 and strapline don ts Page 26 The schematics below illustrate incorrect ways to apply our logo and strapline. Don t use the solid KPMG logo reversed-out. Don t place the logo directly on an image. Don t distort the logo. Corporate Finance Don t change the colour of the logo. Don t alter elements within the logo. Don t rotate the logo. Corporate Finance Don t encroach on the logo exclusion zone with anything other than our strapline. Don t use other type styles for the strapline. Always use the artwork provided. Don t alter the logo and strapline lock-up.

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