BRANDING STYLE GUIDE

BRANDING STYLE GUIDE

THE GREEN WISE STORY Green Wise is a comprehensive program for paint manufacturers to test and market their environmentally responsible products to designers, specifiers, and retail consumers. The Green Wise program includes product testing services by a highly accredited laboratory, and a marketing package with logo, point of sale materials, and a convenient website for product selection. For Green Wise Publications, Publicity and Marketing Purposes Published by Green Wise Marketing and Communications. Green Wise products are tested and certified by Coatings Research Group, Inc. ISO/IEC 17025 Certificate # L2182-1 If you have questions about our testing parameters or our testing process, please contact us with your questions at: info@greenwisepaint.com The Green Wise mark is your assurance that these products have been tested under strict laboratory conditions by a degreed scientist, and meet or exceed scientifically determined performance and environmental standards. Green Wise was developed to fill the need for a certification program that would: Provide a comprehensive program for environmental and performance certification of architectural coatings Certify products on the basis of testing by an independent third party with ISO 17025 accreditation as a testing laboratory Be fully transparent -- the manufacturer would receive the results of all tests performed Create a certification mark recognized and valued by specifiers, contractors, designers, and consumers Provide a useful variety of product categories and list them in a manner that is easy for specifiers to use Be easily understood in terms of product standards and tests performed to evaluate products Have categories for products that meet requirements of programs such as LEED and CHPS Assist manufacturers in implementing US Federal Trade Commission Green Guides The Green Wise certification program, originally available only to CRGI members, is now available to the greater architectural paint manufacturing industry. For CRGI members, part of the cost of testing and certification is included in the membership dues. The charges beyond this are very reasonable. Non-members will find the cost of Green Wise certification a good value, also. Green Wise offers many tools in one place for the green coatings manufacturer: 1. Product testing and certification for environmental and performance standards are performed by CRGI, a fully accredited independent paint testing laboratory, in cooperation with other qualified third party laboratories for certain highly specialized testing Green Wise Gold standards are consistent with LEED requirements for low-emitting materials Green Wise regular has low VOC limits The manufacturer receives all test results in a certified report. 2. Style guides and communication tools are provided to support unified branding and messaging. Logos and label copy In-Store displays Trade show banners and copy Web link directions 3. Website: www.greenwisepaint.com Educates the contractor/consumer about benefits of using certified products Shows product standards and explains testing in simple, plain English. Lists the approved products by product category, then by manufacturer, with a link to each manufacturer s website. 4. FTC Green Guides -The Green Wise program conforms with FTC Green Guides, helping manufacturers avoid potential challenges to environmental claims. Green Wise gives accurate, understandable, and truthful information to specifiers and consumers.

PANTONE 370 C PANTONE 578 C PRIMARY LOGO Color palette please see Color Specifications page of this guide for complete color specifications Primary Logo 2-color Pantone 370 C (darker green) + Pantone 578 C (lighter green) LOGO VERSIONS Several options of the logo have been created one color, two color, CMYK and RGB. They provide options for consistent application taking into account purpose, size, prominence and production methods. CLEAR SPACE An important element of the logo is its clear space. This will ensure a consistent look to the brand as well as protect the logo from distractions within a layout in various applications. SIZING Proper logo size is vital in maintaining readability, as well as ensuring a consistent look throughout the brand. Make sure the logo is applied at a reasonable size. This means the logo should never be overpowering (too large) or understated (too small) for each individual application. Minimum Size Logo should not be used smaller than 1 in height from top to bottom as shown here. Clear Space To determine clear space, the space between the g and the w has been defined as X. Clear space should be at least 1x. 1 1/4 x If a smaller size is required the Solid Monogram may be used in one-color but should not be reproduced smaller than 1/2 in height from top to bottom as shown here. =x 1/4 x 1/4 x 1/4 x * Color use at smaller scale will depend upon reproduction capabilities. Color should not be forced if it impedes clear legibility.

CERTIFICATION MARK & GRAPHICS STANDARDS Specific use of GREEN WISE Certification Mark The GREEN WISE certification mark may be used under the terms of the CRGI GREEN WISE License Agreement only. This mark is registered with the United States Patent and Trademark Office. So as not to mislead the consumer, the GREEN WISE mark may not be used in close proximity to product claims which are not included in the GREEN WISE standards for that product. ALLOWED USES The GREEN WISE certification mark is to be used in the marketing and promotion of CRGI tested and certified products only. This includes mark placement on: Product labels Product data sheets Product promotion Product marketing Product advertising Product display Product tradeshow content Product specific website content Any other product specific materials DO NOT USE The GREEN WISE certification mark is not to be used on any product, service, or other item which has not been tested and certified by CRGI. The mark is not to be used for: Manufacturing processes Packaging materials Recycling or reuse programs Any material or process outside the scope of the GREEN WISE certification mark Placement of GREEN WISE Certification Mark The GREEN WISE certification mark must be located in an area of prominence on all certified product packaging and literature. In general, this mark should always be showcased in the front or beginning of the label or literature, and the additional copy explanation at the back or end. Mark placement product labels: Front of product labels Visually easy to identify as the product is displayed for sale See color and size requirements Mark placement product literature: Front page (top or bottom) of product literature (such as data sheets) See color and size requirements Additional copy requirements (see below): Placed at the back of product labels and other marketing materials Additional copy as companion to GREEN WISE Certification Mark The GREEN WISE certification mark must always be accompanied by an explanation of the certification and benefits of its use along with a 1 inch display of the mark. (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon) Need for additional copy companion: Allow specifiers / applicators to understand the GREEN WISE certification Allow specifiers / applicators to understand why it is a benefit to them General mark/additional copy placement: Mark should always be showcased in the front or beginning The additional copy explanation at the back or end Copy requirement product labels: (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon). Option 1: This product is certified by Coating Research Group Inc. to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of colorants which contain greater than 10 g/l VOC may increase the final VOC of a tinted paint. Option 2: This product is certified by Coating Research Group Inc. to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of VOC-containing colorants may increase the final VOC of a tinted paint. Copy requirement marketing material: (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon) Option 1: This product is certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint. com. The addition of colorants which contain greater than 10 g/l VOC may increase the final VOC of a tinted paint. Option 2: This product is certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint. com. The addition of VOC-containing colorants may increase the final VOC of a tinted paint. Copy Requirement Example: This product is certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint. com. The addition of colorants which contain greater than 10 g/l VOC may increase the final VOC of a tinted paint. For GREEN WISE GOLD logo, font and copy requirements see GREEN WISE GOLD section.

FONT, SIZE, COPY AND COLOR Font, copy, and color requirements of GREEN WISE Certification Mark The GREEN WISE certification mark shall be used as stated below in print and web applications regarding fonts, type case, and color. Printing / displaying the mark in color is preferred. Fonts and case in copy The first time GREEN WISE appears in the copy piece, it must be shown with the superscript as: GREEN WISE. Afterward, the may be omitted. GREEN WISE must always be shown in upper case throughout the entire piece. Any font style, all upper case, can be used in straight text (without use of circular mark) PMS Colors PMS 370 for the dark green (upper half of mark) PMS 578 for the light green (lower half of the mark) PMS 370 for the wrap text of Certified by Coatings Research Group Incorporated PMS colors as shown in the Pantone Formula Guide / Solid Coated PMS 370 PMS 578 PMS 370 4 color process All colors can be achieved with 4 color process build 1 color, spot color Mark may be printed in grayscale, black or one spot color Web colors Use the appropriate RGB equivalents to achieve the proper shades of green Visual color acceptance is preferred over straight RGB conversion for web post Size requirements of GREEN WISE Certification Mark Mark size in print Minimum size of 1 inch from top to bottom Do not showcase the mark at a size of less than 1 inch on front product label placement 1 inch is the target printed size for other promotional materials and marketing literature Full Original Graphics Standards The GREEN WISE logo is provided in 4 formats; EPS, PDF, TIF, JPG, and 2 files for web use. Where possible, EPS and PDF formats are preferred. The EPS and PDF formats are set-up at.75 inch diameter. This is the minimum recommended size. There are 5 versions of the logo provided in EPS and PDF formats: 1. greenwise_logo_2color This version should be preferred at all times if the use of 2 spot colors is possible. The border is PMS 370 The border text is PMS 370 The top half of the circle is PMS 370 The bottom half of the circle is PMS 578 2. greenwise_logo_1color This version should be used when only 1 spot color is possible. The border is PMS 370 The border text is PMS 370 The top half of the circle is PMS 370 The bottom half of the circle is PMS 370 screened to 50% 3. greenwise_logo_4color_process_cmyk This version should be used when 4-color process is the only option. The border is C=64 M=5 Y=100 K=24 The border text is C=64 M=5 Y=100 K=24 The top half of the circle is C=64 M=5 Y=100 K=24 The bottom half of the circle is C=24 M=1 Y=42 K=3 4. greenwise_logo_gray This version should be used when black is the only available ink and screening is available The border is Black (K=100) The border text is Black (K=100) The top half of the circle is Black (K=100) The bottom half of the circle is 50% Gray (K=50) 5. greenwise_logo_black This version should be used when black is the only available ink and screening is not available. All elements are Black (K=100) For GREEN WISE GOLD logo, font and copy requirements see GREEN WISE GOLD section.

COPY REQUIREMENTS Black logo CMYK logo There are 2 versions of the logo provided in TIF and JPG formats: 1. greenwise_logo_black 2. greenwise_logo_cmyk There are 2 formats for web use: 1. greenwise_logo_web_transparent This is a PNG file which allows transparency around the circle. 2. greenwise_logo_web This is a standard JPG optimized for web use. General website copy for GREEN WISE Certification Mark The GREEN WISE certification mark should be explained on member websites as suggested in the additional copy section above. Copy requirements: Copy requirement product information on web: (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon). This product is certified by Coatings Research Group, Incorporated to meet performance and environmental standards established by CRGI s ISO-accredited facility for this specific product type. Visit www.greenwisepaint.com to view product standards. Copy requirement marketing information on web: (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon). (Insert company name here) products that display the GREEN WISE mark are tested and certified by Coatings Research Group, Incorporated. These products meet or exceed performance and environmental standards established for various specific product types by CRGI s ISO-accredited facility. Visit www.greenwisepaint.com to view product standards. Additional copy requirements: Additional summary copy for GREEN WISE Certification Mark and CRGI It has been requested that a more detailed summary be designed for member use when promoting participation in the GREEN WISE program offered by CRGI. This copy can be used in general marketing and promotion (press releases, in store display, corporate brochures, etc.) It is different than the label, data sheet, website and specific product placement copy as it includes information on CRGI. The basis of this additional copy choice is to give a general yet more in depth overview of who CRGI is and what they are offering through the GREEN WISE program. These paragraphs may be used individually or together. The GREEN WISE certification mark is your assurance that this product is environmentally preferred on the basis of its lower VOC content and absence of certain traditional chemicals in its formulation. It has been tested and certified by Coatings Research Group, Inc. (CRGI) to meet certain environmentally responsible standards. GREEN WISE certified products do not contain certain chemicals which have been determined to be harmful to humans or our environment. For a list of these chemicals, go to www.greenwisepaint.com and see Performance Standards. GREEN WISE certified products meet or exceed these stringent CRGI green performance criteria. CRGI is an international organization of paint manufacturers. The CRGI laboratory, staffed with degreed chemists, is recognized the world over for high quality technical work and scientific reporting. Visit www.greenwisepaint.com for further information on the GREEN WISE standards and to learn more about Coatings Research Group, Inc. Coatings Research Group, Inc. will send appropriate electronic files for GREEN WISE certification mark use to members upon product certification. For GREEN WISE GOLD logo, font and copy requirements see GREEN WISE GOLD section.

Green Wise Gold Font, Copy Requirements IMPORTANT: Only use GREEN WISE GOLD logo with products certified and licensed by CRGI under GREEN WISE GOLD standards. GREEN WISE GOLD products have been tested and certified to pass the indoor air quality requirements of the California 01350 Small Chamber Emissions Test, and to contain less than 5 grams VOC per liter, even after tinting with specified colorants. GREEN WISE GOLD certified products meet the same performance and durability standards as the original Green Wise certified products. IMPORTANT: Only for use with products certified and licensed by CRGI under GREEN WISE GOLD standards. Font, copy and color requirements of GREEN WISE GOLD certification mark: The GREEN WISE GOLD certification mark shall be used as stated below in print and web applications regarding fonts, type case and color. Printing/ displaying the mark in color is preferred. Fonts and case in copy 1. The first time GREEN WISE GOLD appears in the copy piece, it must be shown with the superscript as GREEN WISE Gold. Afterward the may be omitted. GREEN WISE GOLD must always be shown in upper case throughout the entire piece. 2. Any font style, all upper case, can be used in straight text (without use of circular mark). Additional copy as companion to GREEN WISE GOLD Certification Mark: The additional copy shown must be placed at the back of product labels and other marketing materials. The GREEN WISE GOLD certification mark must always be accompanied by an explanation of the certification and benefits of its use. (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon). Need for additional copy companion: 1. Allow specifiers / applicators to understand the GREEN WISE GOLD certification. 2. Allow specifiers / applicators to understand why it us a benefit to them. General mark/additional copy placement: 1. Mark should always be showcased in the front or beginning. 2. The additional copy explanation at the back or end. Copy requirement product labels: (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon). Option 1: This product is certified by Coating Research Group Inc. to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of colorants which contain greater than 10 g/l VOC may not be used in GREEN WISE GOLD certified products. Option 2: This product is certified by Coating Research Group Inc. to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of VOC-containing colorants may not be used in GREEN WISE GOLD certified products. Copy requirement marketing material: (includes 1 display of mark on containers 1 gallon or greater. 0.5 on containers smaller than 1 gallon This product is certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of VOC-containing colorants may not be used in GREEN WISE GOLD certified products. Copy Requirement Example: This product is certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of VOC-containing colorants may not be used in GREEN WISE GOLD certified products.

Green Wise Gold Logo The Green Wise Gold logo is provided in 4 formats; EPS, PDF, TIF, JPG, and 2 files for web use. Where possible, EPS and PDF formats are preferred. The EPS and PDF formats are set-up at 1 inch diameter. This is the minimum recommended size. There are 6 versions of the logo provided in EPS and PDF formats: 1. greenwisegold_logo_4color This version should be preferred at all times if the use of 4 spot colors is possible. The border is a gradient from PMS 610 to PMS 612 The border text is PMS 370 The top half of the circle is PMS 370 The bottom half of the circle is PMS 578 2. greenwisegold_logo_2color This version should be used when only 2 spot color is possible. The border is a gradient from PMS 612 screened to 50% to PMS 612 at 100% The border text is PMS 370 The top half of the circle is PMS 370 The bottom half of the circle is PMS 370 screened to 50% 3. greenwisegold_logo_1color This version should be used when only 1 spot color is possible. The border is a gradient from PMS 370 screened to 25% to PMS 370 at 75% The border text is PMS 370 The top half of the circle is PMS 370 The bottom half of the circle is PMS 370 screened to 50% There are 2 versions of the logo provided in TIF and JPG formats: 1. greenwisegold_logo_black 2. greenwisegold_logo_cmyk There are 2 formats for web use: 1. greenwisegold_logo_web_transparent This is a PNG file which allows transparency around the circle. 2. greenwisegold_logo_web This is a standard JPG optimized for web use. Green Wise Gold logo color palette PANTONE 370 C PANTONE 610 C PANTONE 578 C PANTONE 612 C 4. greenwisegold_logo_4color_process_cmyk This version should be used when 4-color process is the only option. The border is a gradient from C=14 M=8 Y=76 K=0 to C=28 M=23 Y=100 K=1 The border text is C=64 M=5 Y=100 K=24 The top half of the circle is C=64 M=5 Y=100 K=24 The bottom half of the circle is C=24 M=1 Y=42 K=3 5. greenwisegold_logo_gray This version should be used when black is the only available ink and screening is available The border is a gradient from 25% Gray (K=25) to 75% Gray (K=75) The border text is Black (K=100) The top half of the circle is Black (K=100) The bottom half of the circle is 50% Gray (K=50) 6. greenwisegold_logo_black This version should be used when black is the only available ink and screening is not available. All elements are Black (K=100) Primary Gold Logo 4-color Pantone 370 C (darker green) + Pantone 578 C (lighter green) + Pantone 610 C (lighter gold) + Pantone 612 C (darker gold) See greenwisegold option #4 for CMYK color conversion.

ADVERTISING AND PROMOTIONS Green Wise provides you with several advertising and promotional options to use. Use these pre-designed tools to help promote your Green Wise certification on your website, newsletter, letterhead, POP, ads or place of business. needs. Ad unit content must be clearly distinguishable from normal page content (i.e. ad unit must have clearly defined borders and not be confused with normal page content) Print Advertising These pre-designed ads are available for print advertising purposes and content should not be changed. Some resizing may be done to fit individual publication Additional Advertising Please adhere to logo specifications when the Green Wise logo is being used in advertising other than what is shown here. Please note that wherever Green Wise web advertising appears it must be accompanied with the following text: These products are certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint.com<http:// www.greenwisepaint.com>. The addition of VOC containing colorants may increase the final VOC of tinted paint. If the above text is not already in the ad it must be added below or near the ad. 5x7 Third Page Half Page Page Footer Space for company contact information. Space for company contact information. 5 x7 Advertisement 300 dpi, CMYK Half Page ad 5.75 x 4.75, 300 dpi, CMYK Third Page ad 10 x 2 300 dpi, CMYK Page Footer ad 8 x 1.5, 300 dpi, CMYK

POP/STORE PROMOTIONS Banners: Two different banners have been designed to help with your Green Wise certified products promotions. One displays the Green Wise logo while the other gives you the ability to promote your own business while promoting your Green Wise certification. POP Display Sign: Point of purchase signs can be displayed anywhere you want customers to see you offer certified Green Wise paint. These signs are setup to be printed on any 8.5x11 printer or if printing at a commercial printer an option with bleed can be used. Company Logo Here 4 x2 Banner art with space for company logo. 4 x2 Banner art with larger Green Wise logo. POP signs are setup in two different sizes depending on your needs or printing capabilities. With bleed: 8.625 x11.25 Without bleed: 8.25 x10.5 Company Logo Here Green in any Color! We offer, low VOC, coatings certified by Coatings Research Group Inc. Just look for the Green Wise logo on specially marked products. 5 x7 One Color Static Cling 4 x2 Vertical Banner with space for company logo. 4 x2 Vertical Banner with larger Green Wise logo. 5 x7 Color Static Cling Window Clings: There are two options for window clings depending on your printing/ printers capabilities. These static clings can be proudly displayed in store front windows to notify customers that you offer certified Green Wise products.

WEB ADVERTISING AND PROMOTIONS Web Advertising: Several sizes are available for your promotional purposes on your website. Proudly display the below options on your website to let them know you offer products certified by the the Coatings Research Group Inc. Smaller sqaure options are available in the 180x150 and 300x250 pixels options. For sidebars or banner options the 160x600 and 728x90 options can be used. Each companies web sizes may differ but these basic options should fit into most web layouts. 180x150 pixels, 72 dpi Please note that wherever Green Wise web advertising appears it must be accompanied with the following text: These products are certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint.com. The addition of VOC containing colorants may increase the final VOC of tinted paint. 300x250 pixels, 72 dpi 728x90 pixels, 72 dpi 160x600 pixels, 72 dpi 960x320 pixels, 72 dpi

ADVERTISING AND PROMOTIONS IMPORTANT: Only use GREEN WISE GOLD logo with products certified and licensed by CRGI under GREEN WISE GOLD standards. Green Wise provides you with several advertising and promotional options to use for those meeting the GOLD standard. Use these pre-designed tools to help promote your GREEN WISE GOLD certification on your website, newsletter, letterhead, POP, ads or place of business. Print Advertising These pre-designed ads are available for print advertising purposes and content should not be changed. Some resizing may be done to fit individual publication needs. Ad unit content must be clearly distinguishable from normal page content (i.e. ad unit must have clearly defined borders and not be confused with normal page content). Additional Advertising Please adhere to logo specifications when the GREEN WISE GOLD logo is being used in advertising other than what is shown here. Please note that wherever GREEN WISE GOLD web advertising appears Third Page it must be accompanied with the following text: These products are certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint.com<http:// www.greenwisepaint.com>. VOC-containing colorants may not be used in GREEN WISE GOLD certified products. If the above text is not already in the ad it must be added below or near the ad. 5x7 Half Page Page Footer Space for company contact information. Space for company contact information. 5 x7 Advertisement 300 dpi, CMYK Page Footer ad 8 x 1.5, 300 dpi, CMYK Half Page ad 5.75 x 4.75, 300 dpi, CMYK Third Page ad 10 x 2 300 dpi, CMYK

POP/STORE PROMOTIONS Banners: Two different banners have been designed to help with your GREEN WISE GOLD certified products promotions. One displays the GREEN WISE GOLD logo while the other gives you the ability to promote your own business while promoting your GREEN WISE GOLD certification. POP Display Sign: Point of purchase signs can be displayed anywhere you want customers to see you offer certified GREEN WISE GOLD paint. These signs are setup to be printed on any 8.5x11 printer or if printing at a commercial printer an option with bleed can be used. Company Logo Here 4 x2 Banner art with space for company logo. 4 x2 Banner art with larger GREEN WISE GOLD logo. POP signs are setup in two different sizes depending on your needs or printing capabilities. With bleed: 8.625 x11.25 Without bleed: 8.25 x10.5 Company Logo Here Green in any Color! We offer low VOC coatings certified by Coatings Research Group Inc. Just look for the GREEN WISE GOLD logo on specially marked products. 5 x7 One Color Static Cling 4 x2 Vertical Banner with space for company logo. 4 x2 Vertical Banner with larger GREEN WISE GOLD logo. 5 x7 Color Static Cling Window Clings: There are two options for window clings depending on your printing/ printers capabilities. These static clings can be proudly displayed in store front windows to notify customers that you offer certified GREEN WISE GOLD products.

WEB ADVERTISING AND PROMOTIONS Web Advertising: Several sizes are available for your promotional purposes on your website. Proudly display the below options on your website to let them know you offer products certified by the the Coatings Research Group Inc. Smaller sqaure options are available in the 180x150 and 300x250 pixels options. For sidebars or banner options the 160x600 and 728x90 options can be used. Each companies web sizes may differ but these basic options should fit into most web layouts. 180x150 pixels, 72 dpi Please note that wherever GREEN WISE GOLD web advertising appears it must be accompanied with the following text: These products are certified by Coating Research Group Inc., an ISO accredited testing laboratory, to meet performance and environmental standards as shown on www.greenwisepaint.com. VOC-containing colorants may not be used in GREEN WISE GOLD certified products. 300x250 pixels, 72 dpi 728x90 pixels, 72 dpi 160x600 pixels, 72 dpi 960x320 pixels, 72 dpi