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MEANINGFUL SOLUTIONS > powered by unparalleled expertise. The Dow Chemical Company > BRAND IDENTITY STANDARDS 8.2010

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The Dow Chemical Company > B R A N D I D E N T I T Y S T A N D A R D S 8.2010

MEANINGFUL SOLUTIONS >

powered by unparalleled expertise.

OUR COMMON PURPOSE >

consistency will enhance the value of the Dow brand.

Our brand is cultivated by all of our communications, activities and customer interactions. Its what we say and what we do. As one of our most valuable assets, it is critical that each of us expresses the Dow brand every day.

WELCOME

As Dow realizes its vision to become a high growth and margin solutions company, the Dow brand remains one of our most important assets. It is essential that the entire organization understands our shared brand and acts with common purpose to express it and thereby enhance its value. A consistent brand is a powerful brand. It helps our customers confidently navigate through options. It helps build preference in the minds of our channel partners. And importantly, it sends a strong symbol worldwide that we are united and focused in our efforts. This document was created to help you understand what our brand is and your important role representing it. In that pursuit, our brand team made this document easy to navigate, educational, simple, and clear. It will guide you to the right course of action as we work as a team to build a consistent, strong, and trusted brand across the globe. And just as Dow continues to evolve, so will these Brand Identity Standards. Turn to our Brand Advisors listed on the next page for more direction as we rise to meet new challenges. Its an exciting time to be part of Dow a time of change, and of opportunity. As we set our course for the New Dow, a big part of that journey is your effort, every day, to build and strengthen the Dow brand. Join us on our journey. My hope is that these Brand Identity Standards will guide and inspire you along the way.

Andrew Liveris, Chairman and Chief Executive Officer

The Dow Chemical Company

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Brands are valuable in business and human terms. Strong brands enhance revenue creation by driving demand, creating preference, enhancing margins and protecting against unavoidable failures or disappointments. A brand is also a repository of trust and relationship building. The worlds top brands grow strong by the on-brand choices their employees make every day. Each decision, action, and expression you make on behalf of Dow has the potential to grow our brand and reinforce the relationship between our stakeholders and our company. In the spirit of turning possibilities into solutions, these Brand Standards are intended to inspire you to make building the Dow brand an integral part of your goal-setting and accomplishments. We are in the business of science, defined as a knowledge system reconciling practical ends. In the same sense, these Standards provide practical guidance on how to meet the communication needs of your individual Business Units in the context of the overall Dow brand. Its not a how-to list of directives, but a how-can-you directional document. It will help you balance the fundamentals with your own creativity. Your common sense applies your judgment is the most fundamental element in everything you do at Dow. Feel free to turn to our Brand Advisors, as well as these additional resources, to help you balance the science, and art, of managing the Dow brand.

BUILDING OUR BRAND

BRAND ADVISORS Mike Kolleth, Dow Corporate Brand & Advertising corporate brand & reputation Mary Hardy, Corporate Identity Manager general questions, requests for assets / artwork [email protected] [email protected] (989) 636-4711 (508) 229-7285

ADDITIONAL RESOURCES Dow Electronic Letterhead letters intended for electronic distribution McKay Press Custom Ordering Interactive Network ordering collateral (business cards, envelopes, forms, etc) Dow Brand Merchandise ordering promotional merchandise http://corpbrand.intranet.dow.com/corporateidentity/letterhead.htm

http://www.cgxsolutions.com/dow

(989) 631-2360 x309 or x333

Dow eMart Procurement System http://gpurchasing.intranet.dow.com American Identity (800) 739-3714 or (419) 893-0060 x6734

The Dow Chemical Company

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O U R D O W B R A N D S T R AT E G Y

Dow competes in a profoundly dynamic marketplace and the pace of change is even accelerating! As a result weve significantly transformed ourselves to better serve our customers, our employees, and our key stakeholders through acquisitions and joint ventures. A critical component of our ongoing and accelerated success is leveraging every opportunity to enhance the impact of our brand on how we do business. A key component of this success is having a crisp, clear articulation of what differentiates us in the marketplace this is the cornerstone of a brand, and is communicated in a brand strategy. We need to outline a forward-looking vision for our brand: how we want to be positioned in the minds of our stakeholders. Thus, we began the first of many dialogues about what the Dow brand stands for.

Our team sought contributions from several Business Units. Their input and involvement have been crucial in developing our brand strategy. And together, we created this over-arching positioning our Brand Idea for the shared Dow brand: meaningful solutions powered by unparalleled expertise.

M E A N I N G F U L S O L U T I O N S P O W E R E D B Y U N PA R A L L E L E D E X P E R T I S E

Products that truly perform for the end-user

Unparalleled experience & expertise

The Positive Power of Dow

We must take the initiative to recognize the expertise and the value of Dow to help our customers and our communities see The Positive Power of Dow at work. This includes our products, our people, our scale and scope. As we continue to connect with our customers to understand their ever-evolving needs, we must turn insight into action and our brand will be common ground for everything we say and do. Now is the time for all Dow Business Units to begin consistently communicating the Dow brand for all our audiences. As you approach each new opportunity, we are here to help.

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With a clear position in mind for our Dow brand, now its time to consider how all our efforts align to create the New Dow. Your role is paramount. Every day, every one of us has opportunities to build our brand. For a little inspiration, read on to see how your colleagues in three Business Units have already put the New Dow brand into motion to build their businesses and generate real results.

PUTTING OUR DOW BRAND S T R AT E G Y T O W O R K

Example #1: Dow Wire & Cable

Dow Wire & Cable saw a clear opportunity to leverage Dow brand equity as an ingredient brand in their industry. To help accomplish this, they jointly created ads with the corporate marketing team to demonstrate the strong overall investment in the Dow brand both at the corporate brand and product ingredient brand levels. These ads directly reached key influencers, while reprints were shared in selling conversations with key customers, signaling the commitment and support for the shared Dow brand.

The Dow Chemical Company

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Example #2: Dow Water Solutions Business leaders in Dow Water Solutions saw an opportunity to leverage Dows brand equity, to create value for Dow and our customers. They worked together to outline a new product naming system that would leverage the Dow shared brand, followed by descriptors focused on the benefits they ultimately provide our customers. This leveraged the Dow brand in a meaningful way: showing a stronger alignment to the Dow brand provides an assurance of quality while making it simpler for the customer to navigate their offering.

Leveraging the Shared Dow BrandProposed Product Naming Convention

FROM: OMEXELL ultrafiltration module RO12345 Naming practice: Coined brand name / technology / model number

TO:

Naming practice: Dow brand / customer problem / (water type) or DOW desalination seawater RO12345. (The model number can be included as part of the product name when written in text. It shouldnt be included in the lockup logo.) See pages 6 and 7 for more information about Business Unit and Product lockups.

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Example #3: Dow Coating Solutions With a solid understanding of the brand strategy, Dow Coating Solutions chose to apply it as a filter to their customer expressions. The team recognized they had over a dozen messages in use some overlapping and potentially unclear in the eyes of their customers. Using the Dow brand strategy as a guide, they recrafted key messages, each clearly aligned with a core pillar of our Dow brand positioning.

Products that truly pe rform fo r the end-use r Innovative products that deliver meaningful benefits Broadest product portfolio & leading-edge Broadest product portfolio and leading-edge technology, uniquely meet technology, uniquely combined to combined to meet your needs your needs A focus on sustainable solutions that help to reduce the environmental impact of our coatings without compromising performance

Unparalleled experience & expe rtise Un-biased technical solutions Propelled by the combination of experts across a broad range of technology and product areas Local resources and expertise with Local resources & expertise with global global access and perspective access & perspective

The Positive Power of DowTransportation & CP, Architectural and Transportation and CP, Architectural and Industrial sector expertise and experience Industrial sector expertise & experience Dows commitment to the coatings industry provides continual market innovation and growth Passionate people with the heart and Passionate people with the heart & experience to make a difference experience to make a difference Getting product to customers when and where they need it through our broadest offering of coatings products available worldwide

The Dow Chemical Company

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TA B L E O F C O N T E N T S >

Our Dow Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Use of the DOW Diamond . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Our Dow Brand Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Using Our Dow Brand Every Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Correspondence Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Communications Literature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Technical Data Sheets & MSDSs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Preparing Electronic Files For Printing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Digital, Web, Multimedia & Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Signs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Personal Identification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Promotional Merchandise. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Trade Shows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Self-Service Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

At Dow, we stand behind every product and service that we offer, and we only offer what we can stand behind. This brand promise opens opportunities by setting high expectations for our customers. When delivering this promise, we create brand preference and ultimately, brand loyalty. And done consistently, we set ourselves apart from the competition. Using these simple Brand Standards, we encourage clear, focused, and consistent communication of our brand promise across Dow worldwide. Consider the following guidance in delivering our brand promise: > Show we have confidence in our brand which encourages our customers and partners confidence as well. > Project quality and professionalism in every touchpoint. Together these impressions will build a cohesive, unified view of our brand around the world. > Emphasize the strength of our Dow brand and our pursuit of solutions for our customers in our visual communication and verbal messaging. In this section youll learn specific yet simple tips from our years of experience tips you can put into action in your communications every day. Join us in making our Dow brand even stronger!

< OUR DOW BRAND

The word Dow is often used to reference The Dow Chemical Company and its consolidated subsidiaries and this is acceptable. However, in formal documents such as business cards, letterhead, communications literature, packaging, etc., when referring to a specific legal entity, the legal entitys name should be used, such as The Dow Chemical Company (capitalize the T in The), Dow Chemical Canada Inc., Dow Europe GmbH, etc.

< REFERENCES TO DOW

GUIDANCE

The DOW Diamond is more than a four-sided red shape. The DOW Diamond is our signature. Its what identifies us and shows were distinct: a symbol of who we are and what we represent. The DOW Diamond is one of the most famous and durable trademarks in existence; in our space it has the potential to evoke similar positive brand regard as Apple, GE or Nike have in their respective categories. Thus, it deserves the same level of respect, care, attention to detail and consistency afforded these other iconic marks. Correct usage of the DOW Diamond creates long-term value for Dow. Used consistently, it will simply and easily bring to mind all the positive equity people have in our brand.

< USE OF THE DOW DIAMOND

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The DOW Diamond is our companys most valuable trademark. Feature the DOW Diamond as the valuable asset it is: > Let it serve a prominent role. It should not be cluttered by other elements. This breathing room around the DOW Diamond helps draw attention to it and gives it the respect it deserves. > Always portray the DOW Diamond in the proper colors and proportions as described in these Brand Standards. Consistency will strengthen our brand. > Avoid the temptation to add too much window-dressing to the DOW Diamond. Visual clutter will weaken our brand.STANDARDS

These standards for corporate identity will provide the consistency and direction that will help Dow achieve its long-term vision. Proper use of the DOW Diamond is emphasized in these Corporate Identity Standards. However, it is also important to present the product trademarks of the Company correctly. These product trademarks are a specific indicator of the source or sponsorship of the products produced by the Company. For specific details about the use of product trademarks, employees should consult Dows Intranet website for the Trademark Use Manual (Dow Keyword: Trademark) or on dow.com at http://www.dow.com/about/corpid/corpid.html.

Isolation area

The DOW Diamond must always be surrounded by abundant free space. The space from all points of the Diamond is to be at least equal to the height of the letter D in Dow (shown in illustration below as X).X X

DOW Diamond

X

X

X

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Minimum DOW Diamond size

To ensure optimal legibility when reproducing the DOW Diamond, the width should not fall below 3/8 inch (shown in illustration as Y) or less than 72 dpi for digital applications and electronic files.

Color

The desired color to be used globally for the DOW Diamond is Dow Red Pantone 185C. A red DOW Diamond with white letters must be used for the DOW Diamond in these applications: business cards, letterhead, standard external business envelopes, notepads, Internet/Intranet web pages, external signs on Dow property and Dow flags. In some other applications, a red DOW Diamond, black Diamond or a white Diamond with a contrasting background (that gives maximum prominence to the Diamond) may be used. Refer to individual sections within the Corporate Identity Standards for approved color standards to be used for the DOW Diamond.Pantone and PANTONE MATCHING SYSTEM are registered trademarks of PANTONE, Inc.

To ensure a uniform Dow Red reproduction, suppliers should use a Pantone 185C color swatch for matching. For digital usage, the DOW Diamond should have RGB equivalents of R:232; G:0; B:51.

Electronic formats

Multiple electronic versions of the DOW Diamond and Dow Business Unit Lockups are available at the Dow Images Library: http://www.dowphotos.com/templates/login.html Logon and select Logos from the left navigation. If there is a logo missing at this site, please contact Mary Hardy, Corporate Identity Manager at: [email protected] Do not use a DOW Diamond snatched off random websites. Quality and proportions can suffer. Always turn to our Dow Intranet for a pure file in EPS, JPEG, or TIFF, PNG, or GIF formats.

References to the DOW Diamond

When referring in words to the DOW Diamond, capitalize the word Dow and capitalize the initial letter D in the word Diamond. The text reference appears like this: the DOW Diamond.

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Trademarks, and Usage

All trademarks receive a symbol as a notice of ownership. These trademarks and their symbols identify our products and services and help distinguish them from our competitors offerings. You can help protect our trademarks by using them correctly in all applications. > The DOW Diamond will use the symbol (shown in the same color as the Diamond) and accompanying footnote: Registered Trademark of The Dow Chemical Company. > Dow product trademarks will use the symbol and accompanying footnote: Trademark of The Dow Chemical Company (Dow) or an affiliated company of Dow. See the Dow Identity Standards Addendum for complete trademark information.

Donts

Its important to preserve the strength of our brand. The following are a few of the worst offenders that would dilute our brand below are examples of what not to do.Do not distort, stretch or manipulate the DOW Diamond (use official reproduction art) Do not use the DOW Diamond at an angle

Do not place the DOW Diamond on a visually competitive background

Do not use the DOW Diamond in combination with another graphic element or logo

Do not create a shape around or confine the DOW Diamond

Do not re-color or use any color combinations on the DOW Diamond other than those listed as approved standards

Do not add any words or graphics to the existing DOW Diamond

Do not use a DOW Diamond downloaded from the www.dow.com website

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With a clear image in mind for our Dow brand, now its time to think about how all our efforts align to create the New Dow of tomorrow. Complexity is inherent in our categories. Our task is to manage that complexity in a way that enables clear, confident decision-making for our customers while creating preference for our offering. The way we organize our offerings relative to the Dow brand is our brand architecture. To maximize the value of the Dow brand, weve outlined a path to align our brand architecture in support of our brand strategy. This simple architecture uses a descriptive business unit and product naming strategy to explicitly link Dow with a wide range of innovative solutions.

< OUR DOW BRAND ARCHITECTURE

Leveraging the Shared Dow Brand

Every day our customers choose to work with Dow, confident in our solutions and expertise. And thus every time by The Positive Power of Dow.

we present a unified face to the market, we help our customers know that the solution theyre selecting is backed

Business Unit Lockups

All our customer-facing Business Units will have lockups with the Dow brand. These lockups have been created by our teams and are available through Mary Hardy, Corporate Identity Manager, [email protected] The Business Unit typeface is Bell Gothic. The main lockup shown directly below is the preferred layout. If space is an issue, then use the horizontal or vertical lockup. The Business Unit lockup space from the Diamond should equal the height of the letters OW in Dow (shown in illustration below as Y).Business Unit Examples:HORIZONTAL:

Water SolutionsY

Y

Water Solutions

VERTICAL:

If you have limited horizontal space, use an

Water Solutions

additional half diamond width as a guide to determine when lines breaks should happen.

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Product Lockups

In general, consider using a product lockup as a header for a page with more specific information. Lockup only as much as necessary to indicate Dow has a relevant offering; the rest of the description of our offering should follow in text/body copy. Product Naming Example: > Model numbers should not be used in the lockup.

Desalination SeawaterProduct Naming used as text or spoken word: > Dow Desalination Seawater RO12345

PRODUCT NAMING CONVENTION 1. Dow 2. Clear, industry-accepted product/category descriptor OR customer-driven benefit statement 3. Market (or sub-category) that describes application

RATIONALE The brand that has equity and drives preference Clear to customer because it is a widely-recognized description of the product category that is comparable to other products and not invented Once the decision is made to buy Dow in a product category, the customer chooses a specific product based on the application weve tailored it for This may be complex but weve made the complex part of the decision last where it can be guided by a sales person or distributor

4. Model, series or grade #

For additional guidance, feel free to reach out to our Brand Advisors. And for additional inspiration, read on!

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Transitioning to Lockups

When appropriate, Dow may need to transition over time from current branding to our desired branding. For example, this may occur due to an acquisition or a change in our business strategy. Our goal is to gain stronger alignment to the shared Dow brand in a manner that is clear to our customers. Ideally, we will always want to transition to the final stage as illustrated on the right, but transition steps will sometimes be needed. The following are two examples of these transitions.Product Brand Example:

Move product brand to standardized Dow lockup

Convert product brands to recommended brand architecture

Acquired Company Example:

AcmeCoA DOW COMPANY

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>FORMERLY

AcmeCo

AcmeCo

The Dow Chemical Company

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USING OUR DOW BRAND > E V E R Y D AY >

GUIDANCE

Every day we each have the opportunity to build positive perceptions of our Dow brand. The touchpoints you create will go a long way towards delivering a consistent message and making a lasting impression. No matter what end of the spectrum your communications operate, we have one shared goal: to get people intrigued to learn more about Dow, thus engaging our employees, business units, and partners worldwide. Look for ways to express our brand in your business materials. Weve included a few illustrative examples to inspire you, followed by specific standards. Blend our guidance with your judgment to create your own materials, and consult the individual sections that follow for some key applications. And then share your work with us! Wed love to showcase the latest and greatest materials you create!

Dow Elastomers Folder Cover

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Dow Polyurethanes Brochure Cover

Dow Wire & Cable Brochure Cover

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Dow Water Solutions Tradeshow Booth

Dow Oil & Gas Brochure Cover

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GUIDANCE

< BUSINESS CARDS

Business cards can be one of the first points of introduction to our brand, and thus the DOW Diamond plays a very prominent role. To order business cards, visit the Dow business card and stationery ordering site at http://www.cgxsolutions.com/dow.

STANDARDS

The primary identification, printed below the employee name and group, will be the name of the Dow-named legal entity for which the employee works (e.g., The Dow Chemical Company, Dow Quimica Mexicana, SA DE CV). This legal entity name will appear as the fourth line of copy, directly above the local standardized mailing address.

EMPLOYEE NAME

Employee Title 1 Employee Title 2 Employee Group (Business Unit or Function)

EMPLOYEE NAME

Employee Title Employee Group (Business Unit or Function) 1425 S. Vidal Street P.O. Box 3030 Sarnia, Ontario N7T 8C6 Canada

Dow Chemical Canada Inc.1425 S. Vidal Street P.O. Box 3030 Sarnia, Ontario N7T 8C6 Canada Tel:

Dow Chemical Canada Inc.Tel: 000.000.0000 Mobile: 000.000.0000 Fax: 000.000.0000

[email protected]

000.000.0000 Ext: 0000000 Fax: 000.000.0000 Mobile: 000.000.0000 Pager: 000.000.0000 PIN: 0000000 Voice: 000.000.0000 Website: www.dow.com [email protected]

Special business cards have been created for Rohm & Haas businesses that have not yet transitioned to the Dow name. To order, please visit http://www.cgxsolutions.com/dow.

If a secondary identification is to be used (e.g., specific business group, function, building number, etc.), it must appear as a part of the legal entity/address signature block. Employees with dual job roles within the same Dow legal entity may have their business cards printed on both the front and back specifying their different roles. Employees also have the option of ordering two separate business cards. If an employee has dual job roles within different Dow legal entities, a separate business card is needed for each legal entity. Whenever necessary, the back of English-language business cards can be printed in a non-English language to meet cultural needs.

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C O R R E S P O N D E N C E M AT E R I A L S >

GUIDANCE

Its important for Dow to present a consistent brand image through our everyday interactions. Correspondence materials such as letterhead, envelopes, notepads, and facsimile transmittal sheets are key touchpoints to communicate the Positive Power of Dow even when face-to-face dialogue is not possible. To find the appropriate e-letterhead for a specific business, visit the Dow Intranet at http://corpbrand.intranet.dow.com/corporateidentity/letterhead.htm.

STANDARDS

The main text identification on correspondence materials will be the Dow-named legal entity for which the

employee works (e.g., The Dow Chemical Company, Dow Quimica Mexicana, S.A.deC.V.). The legal entity name is positioned directly under the red typographic rule on letterhead and envelopes, below the employee name and group on notepads, and under the DOW Diamond on mailing labels. The legal entity name is positioned in a prominent place: directly above the local mailing address. If a secondary identification is used (e.g., specific business group, function, building number, etc.), it must appear as a part of the legal entity/address signature block. No logos, graphic marks, photos or symbols other than the DOW Diamond may appear on Dow letterhead, envelopes, notepads, mailing labels or facsimile transmittal sheets unless legally required.Ordering and template information: Ordering Dow correspondence materials is easy via our Custom Ordering

Interactive Network, led by McKay Press, which can be found at http://cgxsolutions.com/dow. Templates are also available for Dow facsimile sheets. These templates are located on the Dow Intranet in our Literature Archives. For additional guidance, contact Mary Hardy, Corporate Identity Manager, [email protected]

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The Dow Chemical Company

Midland, MI 48674 U.S.A.

Letterhead

October 13, 2008

Recipient Name Title Company Name 4321 First Street Anytown, State 54321

Dear Name, Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam. Ut enim ad minim veniam, quis nostrud exerc. Irure dolor in reprehend incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse molestaie cillum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. Nam liber te conscient to factor tum poen legum odioque civiuda et tam. Neque pecun modut est neque nonor et imper ned libidig met, consectetur adipiscing elit, sed ut labore et dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in voluptate velit esse cillum dolore eu fugiat nulla pariatur. At vver eos et accusam dignissum qui blandit est praesent. Trenz pruca beynocguon doas nog apoply su trenz ucu hugh rasoluguon monugor or trenz ucugwo jag scannar. Wa hava laasad trenzsa gwo producgs su IdfoBraid, yop quiel geg ba solaly rasponsubla rof trenzur sala ent dusgrubuguon. Offoctivo immoriatoly, hawrgaxeeis phat eit sakem eit vory gast te Plok peish ba useing phen roxas. Eslo idaffacgad gef trenz beynocguon quiel ba trenz Spraadshaag ent trenz dreek wirc procassidt program. Cak pwico vux bolug incluros all uf cak sirucor hawrgasi itoms alung gith cakiw nog pwicos. Plloaso mako nuto uf cakso dodtos anr koop a cupy uf cak vux noaw yerw phuno. Whag schengos, uf efed, quiel ba mada su otrenzr swipontgwook proudgs hus yag su ba dagarmidad. Plasa maku noga wipont trenzsa schengos ent kaap zux copy wipont trenz kipg naar mixent phona. Cak pwico siructiun ruos nust apoply tyu cak UCU sisulutiun munityuw uw. Sincerely yours,

To order letterhead and envelopes, go to http://cgxsolutions.com/dow.

Electronic letterheads available at: http://corpbrand.intranet.dow.com/ corporateidentity/Search_Letterhead.htm.

Andrew Liveris

The Dow Chemical CompanyMidland, MI 48674 U.S.A.

Return Address Area

Optical Character Reader free space area required by U.S. Postal Service non-delivery address information and/or graphic elements are not allowed in this space. (2-3/4 inches up from bottom of mailpiece)

Delivery Address Area

#10 Envelope>B R A N D I D E N T I T Y S TA N D A R D S

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NotepadEMPLOYEE NAME Employee Group (Business Unit or Function) or Title2030 Dow Center Midland, MI 48674 U.S.A.

The Dow Chemical Company

The Dow Chemical CompanyReturn Address AreaBiopharmaceutical Contract Manufacturing Services 100 Technology Way Smithfield, RI 02917 U.S.A.

Delivery Address Area

Shipping Label

To order notepads and labels, go to http://cgxsolutions.com/dow.

Tel: 000-000-0000 Fax: 000-000-0000

E-mail: [email protected] Website: www.dow.com

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GUIDANCE

< C O M M U N I C AT I O N S L I T E R AT U R E

Dow printed communication materials, such as sell sheets, pamphlets, and brochures, convey the quality of our offerings and shape our stakeholders initial perceptions of our brand. The DOW Diamond has an important role on these materials, serving as an endorsement of our products and services. Consistent use will strengthen our brand.

STANDARDS Use of the DOW Diamond

The DOW Diamond should preferably be placed at the top right edge of publications when used alone. The standard accompanying footnote is required:

Trademark of The Dow Chemical Company (Dow) or an affiliated company of Dow.

This footnote should be placed at the bottom of the page: > For one-sided publications, the footnote should appear flush left at the bottom of the page to align with the body copy. > For multi-page publications, the footnote should be centered at the bottom of the back cover and thus become part of the Literature Signature Bar (see the following page).

Publication Size (inches/millimeters)

Diamond Size (picas/millimeters)

3-2/3 x 8-1/2 (84.7mm x 215.9mm) 8-1/2 x 11 (215.9mm x 279.4mm) 11 x 17 (279.4mm x 431.8mm) 100mm x 210mm B5 (176mm x 250mm) A4 (210mm x 297mm) A3 (297mm x 420mm) 7 x 11 (177.8mm x 279.4mm)

6p (25.4mm) wide 8p6 (36mm) wide 8p6 (36mm) wide

9p9 (41.3mm) wide 25.4mm (6p) wide 36mm (8p6) wide 36mm (8p6) wide 41.3mm (9p9) wide

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Literature signature bar

The DOW Diamond (with accompanying symbol and footnote) plus the appropriate information classification and Records Management Policy.

form number is required as a literature signature bar. This will ensure compliance with our Information Handling

Literature signature bar using the DOW Diamond on back covers of multi-page publications. Right point of Diamond is at least 3/4 inch (19.05mm) from bottom of page.

Back cover of publication showing Literature Signature Bar using the DOW Diamond with ( )

Printed in U.S.A.

Form No. 000-00000-0606QRP

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Multi-page publications

The DOW Diamond should be used as the primary identification logo of The Dow Chemical Company on the front covers of multi-page publications. Size and Placement of the DOW Diamond: A DOW Diamond of varying widths (see chart on page 16) should be placed at the top right edge of the front cover of multi-page publications. Free space around the Diamond should meet the isolation area requirement (see section 2: page 3). Trademark Identification of the DOW Diamond: The symbol () and accompanying footnote reference DOW Diamond on the back cover of multi-page publications.

(Trademark of The Dow Chemical Company (Dow) or an affiliated company of Dow) is to appear with the

One-sided publications

This section covers the treatment of the DOW Diamond on flyers or other collateral pieces that are published on only one side of a page. Size and Placement of the DOW Diamond: A DOW Diamond of varying widths (see chart on page 16) should be placed at the top right edge of one-sided publications. Free space around the Diamond should meet the isolation area requirement (see section 2: page 3). Trademark Identification of the DOW Diamond: The symbol () and accompanying footnote reference left at the bottom of the page to align with the body copy.

(Trademark of The Dow Chemical Company (Dow) or an affiliated company of Dow) should be placed flush

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TECHNICAL DATA SHEETS & MSDSS >

GUIDANCE

Technical data sheets play an important role in conveying the quality and value of Dow products to our current and prospective customers, while MSDSs convey critical information to parties that handle our materials. Templates for these sheets have been created to simply and accurately deliver product information while expressing our brand. These templates are available via the Dow Intranet Literature Archive. Please note that the templates can also be used for similar literature types such as product information sheets and product bulletins.

Overview of the Templates

Youll find that the template design is flexible to allow for various amounts of information and individual business needs. The design purposefully accommodates both 8-1/2x11 and A4 page sizes to meet global needs for digital delivery and desktop printing. One-, two-, and multi-page templates are available in a clear, easy-to-read two-column grid system: > The left column is primarily for subheadings, page numbers, and contact information. > The right column generally contains details, such as body text, artwork, notes, references, etc. > Because most charts and tables contain a large amount of information, they stretch across both columns. The templates include all pertinent formatting, such as fonts and styles, and standard information, such as signature bars, footers, and the DOW Diamond. Examples appear on the following pages.

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Technical Data Sheets and MSDSs

One-page

Technical Data Sheet

DOWFAX Surfactants

The Structure of DOWFAX Surfactants Introduction DOWFAX* surfactants are a reaction mixture of an olefin with diphenyl oxide which is then sulfonated. Though a mixture, the primary component, represented above, is disulfonated which is what makes DOWFAX surfactants unique. The R group (hydrophobe) is comprised of from 6 to 16 carbons. The surfactants are most commonly sold as the sodium salt, though the acid form is also available, either commercially or on an experimental basis.

Figure 1

O

R

SO3-X+

SO3-X+

Table 1Product DOWFAX C6L DOWFAX 3B2 DOWFAX DOWFAX 3B0 DOWFAX 2A1 DOWFAX 2A0 (XUS 41000.00 is a higher actives form of DOWFAX 2A0) DOWFAX 8390 Hydrophobe Source C6 alpha olefin C10 alpha olefin C10L C10 alpha olefin C10 alpha olefin Tetrapropylene Tetrapropylene C16 alpha olefin Average Molecular Weight Form 474 542 555 498 576 524 643 Average Molecular Weight Form Na salt Na salt Na salt acid Na salt acid Na salt

Contact information For more information about DOWFAX Surfactants, call The Dow Chemical Company: North America: 1-800-447-4369 Latin America: 1-517-832-1556 Europe: (+31) 20-691-6418 Asia/Pacific: (+886) 2715-3388 http://www.dow.com

Notice: No freedom from any patent owned by Seller or others is to be inferred. Because use conditions and applicable laws may differ from one location to another and may change with time, Customer is responsible for determining whether products and the information in this document are appropriate for Customers use and for ensuring that Customers workplace and disposal practices are in compliance with applicable laws and other governmental enactments. Seller assumes no obligation or liability for the information in this document. NO WARRANTIES ARE GIVEN; ALL IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE ARE EXPRESSLY EXCLUDED.

Page 1 of 1

*TTrademarkoofTTheDow Chemical Company (Dow) or an affiliated company of Dow rademark f he Dow Chemical Company DOWFAX Surfactants

Form No. 119-01266-798QRP CH 151-202-E-798

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Technical Data Sheets and MSDSs

Multi-page

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GUIDANCE

< PA C K A G I N G

One of the most visible sales tools that a company has is the packaging of its products. Its a touchpoint customers see day-in and day-out and thus leaves a very memorable impression on the customer. Package design not only represents the quality of a product but also the quality of the company and its operations. Thus, take care when developing labeling and printed packages. Our packaging: > Should be created within approved label and packaging systems with our authorized suppliers. > May be subject to a wide variety of regulatory requirements or guidelines. > May be specific to geographic location, package type, product, and/or business requirements, etc.

STANDARDS Use of the DOW Diamond

The DOW Diamond is an essential element for packaging; treat it with respect. Remember to follow the general guidance regarding color, proportions, sizing, and isolation area noted in the introductory sections of this Brand Standards document.

Packaging signature bar

The DOW Diamond (with accompanying symbol and footnote) is required as a packaging signature bar. Typeface, font, character set, color, size, and position must meet geographic and/or regulatory compliance needs.

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Package labels and printed packages

> For package labels, the Signature Bar is usually located at the end of the last column of text. And for printed packages, the Signature Bar is located in the lower one-third of the packages main or front panels. Size is proportionate to this panel. > In addition, the DOW Diamond itself may also appear in a prominent location of the label or package design. The preferred color for the DOW Diamond is GCMI 75 Red or PANTONE 185C Red. PANTONE 485 Red should be substituted when U.S. Department of Transportation [D.O.T.] requirements apply. A secondary color choice is GCMI 90 Black or PANTONE Black.

Package Label

Printed Package The DOW Diamond itself may appear in a prominent location on the label or package design.

Labeling & packaging design:

> should be created within approved label and packaging systems and/or with authorized suppliers. > may be subject to a wide variety of regulatory requirements or guidelines. > may be specific to geographic location, package type, product and/or business requirements, etc.

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Page Layout

Dow requires that all collateral materials be produced and provided electronically for electronic publishing and/or commercial print production. Use professional page layout software such as Adobe InDesign or QuarkXPress. Define your page size as the final trim size of your document. If your document pages include bleed, extend your page elements 1/8 inch off the edge of the page. Use only PANTONE or CMYK colors. Never use RGB, HSL, or any other non-standard color models. Delete any unused colors.

< P R E PA R I N G E L E C T R O N I C F I L E S FOR PRINTING >

Images

Images should be scanned at 300 dpi to the size that the art will be reproduced or double the line screen used. They should be saved in or converted to EPS, TIFF, or PSD format. When saving files in TIFF format, use Adobe Photoshop whenever possible. Imported high-resolution scans should be placed as close to 100% of size whenever possible. Enlarging or reducing an image may impact its quality. Rotate images in Adobe Photoshop prior to importing or placing them in your page layout document. Do not save images as RGB, be sure they are converted to CMYK. Each image file should be appropriately identified. The file name needs to have the correct three-character extension (e.g., image.tif).Fonts

Include all fonts used in the document. Be sure to include any fonts used in placed files linked to the document or you may convert those fonts to outlines. Always select font styles from the font menu in your page layout program. Do not use the measurement palette style buttons or type styles menu to change from Roman to Bold or Italic. This creates a fake bold or italic face that can image incorrectly.

Preflight and Packaging

Use the preflight and packaging function included in your page layout software to collect all files, graphics, and fonts in your document for printing. The document file must be provided in two forms: as a native page layout file and as a Portable Document Format (PDF) file. The creator of the digital document is responsible for all technical requirements (i.e., traps, bleeds, etc.) necessary for commercial printing.

Be sure to provide this information to your creative agencies.

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Dow Archive

All Dow published literature with residual value will be archived in the form of PDF files. PDF file size must be considered for electronic delivery. Recommended maximum size for PDF files is 2 MB. Compression techniques should be used in professional file preparation and should be web-optimized. All PDF files should be single pages with the cover as the first page. The creator is required to store the corresponding native files and deliver those files to Dow or a Dow-specified supplier upon request.

Dow Product Logos

For Vendors, Agencies, Publications, and Commercial Printers:

The preferred file is vector artwork in EPS format (Adobe Illustrator). All fonts must be converted to paths or outlines. If bitmap artwork is required, it needs to be at a high resolution of a minimum 300 dpi at full size usage. Images copied or saved from websites or Microsoft Word or Microsoft PowerPoint Documents ARE NEVER ACCEPTABLE AS ARTWORK. Save file in all potential print uses: PMS, CMYK, black & white, reversed out white. Name file appropriately with correct three-character extension (e.g. nordel pms.eps)For Desktop Printing (Microsoft Word or Powerpoint):

Save files in all potential color uses at 72 dpi, RGB mode. Image size should be two to three times larger than generally used so file will print out cleanly. JPEG format (color logo on white background) PNG format (color logo and reversed out white logo on transparent background) Name file appropriately with correct three-character extension (e.g. nordel.jpg)Adobe Acrobat, Adobe InDesign, Adobe Illustrator, and Adobe Photoshop are trademarks of Adobe Systems Incorporated. Microsoft Word and Microsoft PowerPoint are trademarks of Microsoft, Inc. PANTONE is a trademark of Pantone, Inc. QuarkXPress is a trademark of Quark, Inc.

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GUIDANCE

< DIGITAL, WEB,

Our increasingly digital world brings new opportunities to showcase our Dow brand. Its important that all our electronic and digital materials are organized and prepared correctly to reap cost and time efficiencies while presenting a consistent and impactful brand image. Electronic, digitally formatted, and online collateral materials help Dow deliver messages faster and more accurately to targeted audiences around the world. A common digital document preparation enables Dow businesses to quickly utilize existing elements created and archived for a multitude of marketing objectives. These standards create value for Dow. Our document preparation and digital standards will assist our employees and partners in fulfilling Dows digital requirements when creating materials. However, we acknowledge that the digital world is not static! Thus, these standards are subject to change as technology advances and our needs expand. Consider the following general guidance as you assess opportunities: > Solid branding practices apply here in the digital world just as they do in print vehicles. Consistency will strengthen our brand. > Resist the temptation to add too much window-dressing or crowd out the DOW Diamond. Un-branded audio, excessive animation, or other visual clutter will dilute our brand. > Know that, realistically, our audiences attention spans are limited. Thus, be sure to focus your efforts on our brand and our customers needs, versus the latest and greatest digital tactic. Draw attention to the Positive Power of Dow and what it can do on behalf of its customers. We trust youll use your best judgment to always project professionalism and confidence. Look for ways to use questions, please contact Mary Hardy, Corporate Identity Manager, [email protected]

MULTIMEDIA & VIDEO

digital media in a way that complements and does not compete with the Dow brand. And if you have specific

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STANDARDS Use of the DOW Diamond

Remember, the general standards for proper colors, proportions, and isolation area apply in the digital world as well! Always place the DOW Diamond in a position of clarity and strength. > Ensure RGB images are used, with a minimum size of 72 dpi. Use JPEG file format for photos, GIF for line art. > Allow it to serve as an anchor point or identifier of materials. It should not dominate the composition; aim for less than 15% of the overall visual composition. > Do not place it on a visually competitive background (such as patterns or textures). > Consider the following preferred positions for the DOW Diamond (listed in order of preference): 1) top right 4) bottom rightSpecial effects

2) top center 5) bottom center

3) top left 6) bottom left

Today, special effects and animation add so much to the interactive experience. Our audiences have come to view these graphic treatments as a staple in digital communication. Carefully consider the appropriate role of these effects, and apply the following tips from our digital experts: > The word Dow and the Diamond shape must never separate; they must constantly remain an integrated whole. > The DOW Diamond must never shatter or be segmented in any way. > The signature color, Dow Red in RGB (R:232; G:0; B:51) or color browser format, must remain constant. Although lighting effects in animation will alter the lightness, brightness and intensity of color, care must be taken to avoid shifts to other hues. > The Diamond shape may spin, flash, or morph from one shape to another as long as the word displayed in its normal resting state prior to adding Dow as a complete word.

Dow is not contained in the shape. Ensure theres at least two seconds in which the Diamond is

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Video requirements

Dow has developed the following standards for use by all our partners. Please note that the standards are subject to change as technology advances or our needs change over time. Questions should be directed to the Dow Communication Resources Support Center. > Dow requires that all video content (this includes both raw source footage and finished program) produced on its behalf be provided, within 10 days of project completion and approval, to: Corporate AV, Video and Broadcast Services The Dow Chemical Company 2020 Dow Center Midland, MI 48674 > Provide all video elements in one of the following formats: Betacam SP, DVCAM, Mini DV, DVD, MPEG2, Quicktime DV, or AVI. > Copies of all associated model releases (written approvals) must accompany each program. > Each tape or file and accompanying documentation must be clearly marked with shooter, contact information, length, title, date of acquisition (for raw footage) or completion (for finished program). > All component graphic elements of the finished video program must be provided on a data CD or DVD. The graphic elements should be in one of the following formats: PSD (preferred), JPEG, GIF, TIFF or BMP. If none of these formats is available, then graphic elements should be recorded on video media as described above. > Each media element (even if part of a larger project) must be accompanied by a completed Video Log Worksheet, that tracks in/out time, clip title, date and clip description. If an agency does not maintain their own forms, a copy of Dows worksheet is available from Communication Resources via phone at (989) 636-3939. > All animated/motion graphic elements should be accompanied by the source files and the application file it was created in. Animation files created in Motion, After Effects, or Cinema4D are preferred. > All animated/motion graphic video files that are submitted should be formatted to the following specifications: 4:6 ratio (square) or 16:9 ratio (horizontal - approximately 720x480 pixels) DV/DVCPRO-NTSC codec 29.97 frames per second Interlaced/Lower (even) frame first > Flash and other web design-based applications will not be acceptable. > For compatibility questions or assistance, please contact the Communication Resources Support Center at (989) 636-2911.

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SIGNS >

GUIDANCE

Exterior signs play an important, visible role in our Companys image. They give Dow the opportunity to make an initial positive impression on people who work in or visit our facilities, as well as the countless thousands in our communities who pass our properties daily. Our signs must be very standardized, since theyre a very visible aspect of our brand. Signs become a key touchpoint for audiences who may have much less direct or less frequent interactions with Dow. Thus our goal is to project a professional, consistent image worldwide that instills confidence in the members of our local communities. These Standards will help achieve that desired brand image.

STANDARDS

Typography

To ensure similarity of signage design throughout Dow, Helvetica will be the official typeface for all signage. All text for signs will be set initial cap and lowercase only. Choose from the following examples:

Helvetica abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Helvetica Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Helvetica Black/Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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Color

The specified color to be used globally for the DOW Diamond is Dow Red (PANTONE 185C) on all primary

and secondary signs. The color for the lower portion of primary signage is PANTONE 422 Gray. The color for

secondary signage is PANTONE 424 Gray. Note: PANTONE 422 Gray and PANTONE 424 Gray are used only on Dow signage. A different shade of gray PANTONE 431 is used on Dow business cards, mailing labels, letterhead, envelopes, news releases and notepads. To ensure a uniform Dow Red reproduction for the DOW Diamond, suppliers should match their ink to a PANTONE 185C color swatch.

PMS 185C

Note: Sign restrictions

It is not Dow policy to identify any fleet vehicles (such as tractor-trailers, tank cars, shuttle vehicles or rolling stock), water towers or pipeline containing hazardous materials with the DOW Diamond. Also, no logos, graphic marks, photos or symbols, unless legally required, should be used below the DOW Diamond. If a unique sign is required for your facility, contact Mary Hardy, Corporate Identity Manager, [email protected] Facility names located in the lower left of signs (as in example on the following page) should be short to improve visual readability, descriptive to promote an immediate understanding to employees/visitors of what each facility does and should not contain the word Dow; e.g., Michigan Operation.

PMS 431

PMS 424

PMS 422

Primary signage

Primary signs are typically located at the main entrance to provide optimum visibility and identification to visitors and employees. All sites must have at least one primary sign.Identification:

Our teams have two options for identification: > Legal entity name (such as Dow Chemical Canada, Inc.) > An approved standardized version of Dow (such as Dow Beijing)

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Cultural considerations:

For non-U.S. locations, check with the Dow Legal Department to determine the legal entity name in your country. We acknowledge that at times the full legal entity name may be too long to be easily conveyed on exterior signage. In those rare cases, it may be necessary to use an approved standardized version of Dow. These standardized versions are essentially an abbreviation of the legal entity name and/or the identifier that is commonly spoken in that country.Format:

Ground-mounted signs must be used when ample lawn space is available to identify a facility. Building signs (as in example on the following page) are acceptable for primary identification where conditions prevent installation of ground-mounted signs.Material:

> Use aluminum post and panel construction of ample gauge to avoid surface distortion. Powder finish .063 gauge is recommended; if not available, prime with white automotive acrylic enamel. > Paint lower portion of sign with automotive acrylic enamel to match PANTONE 422 Gray. > Use premium grade vinyl (seven-year minimum lifespan) to match PANTONE 185C for the Dow Red specified for the DOW Diamond and the one-half inch (12.8 mm) red dividing line between the white and gray areas. > Use black die-cut vinyl in Helvetica type for all text.

10' (3048 mm)

6" (152.4 mm)

> Primary Ground-Mounted Sign Example in the U.S.

14" (355.6 mm) 1/2" (12.8 mm) 18" (457.2 mm) 4" (101.6 mm) 8" (203.2 mm)

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> Primary Ground-Mounted Sign Example in Europe

Dow Deutschland Inc.

Werk Rheinmunster

> Primary Building Sign ExampleDow Chemical Canada Inc.

Sarnia Site

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Secondary signage

Secondary signs include:

> those at a facilitys non-primary entrance > informational and directional signs to provide guidance to visitors after entering the facility > signs to identify individual buildings within a complex These signs have the option of containing the DOW Diamond while using a minimal number of words to communicate the information. > Use aluminum post and panel construction of ample gauge to avoid surface distortion. Powder finish .063 gauge is recommended; if not available, prime with white automotive acrylic enamel. > Paint lower portion of sign with automotive acrylic enamel to match PANTONE 424 Gray. > Use premium grade vinyl (seven-year minimum lifespan) to match PANTONE 185C for the Dow Red specified for the DOW Diamond and the one-quarter inch (6.3 mm) red dividing line between the white and gray areas. > Use white die-cut reflective vinyl in Helvetica type for the text in the gray areas.

36" (914.4 mm)

36" (914.4 mm)

14" (355.6 mm)

Administration Building Computer Services

14" (355.6 mm)

1/4" (6.3 mm)

36" (914.4 mm)

1/4" (6.3 mm)

36" (914.4 mm)

Main Entrance Personnel Central Receiving

Main Entrance36" (914.4 mm)

36" (914.4 mm)

Personnel Central Receiving

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12" (304.8 mm) 4" (101.6 mm) 1/4" (6.3 mm)

14" (355.6 mm)

Shipping & Receiving

Visitor Parking

Private PropertyTrespassers will be Prosecuted

Private PropertyTrespassers will be Prosecuted

One WayDo Not Enter

Speed Limit

36" (914.4 mm)

24" (609.6 mm)

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P E R S O N A L I D E N T I F I C AT I O N >

GUIDANCE Personal identifiers such as employee badges and e-mail auto signatures serve as an additional means of Company identification both externally and internally. Use of the DOW Diamond in personal identification identifiers will support the effective use and global management of Dows Corporate Identity Program. applications must correspond with the identity standards listed in this section. The consistent treatment of these

STANDARDS Employee Badges > If the legal entity at your work location is licensed to use the DOW Diamond, a red Diamond (PANTONE 185) of up to 1 inch (25.4 mm) in length may be used on employee badges. > The DOW Diamond must always be surrounded by abundant free space. The space from all points of the Diamond must be at least equal to the height of the letter D in the word Dow. > A register () symbol is required with the DOW Diamond.

E-mail Auto Signatures Properly designated auto signatures are an effective means of communicating key information at the end of e-mail messages. For employee signatures, select a font for this feature as provided by your Dow workstation: > For e-mails being sent externally, your auto signature should match the information on your business card. See example below. > The DOW Diamond may not be included in e-mail auto signatures. John Doe Global Public Affairs The Dow Chemical Company 2030 Dow Center Midland, MI 48674 U.S.A. Phone: (989) 636-XXXX Fax: (989) 638-XXXX E-mail: [email protected]

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GUIDANCE Promotional products using the DOW Diamond, designed to further enhance Dows brand equity within the marketplace, are available for distribution to employees, customers and other external stakeholders. All items selected to bear the DOW Diamond should be culturally appropriate and project a professional corporate image. Use of the DOW Diamond must follow the identity standards listed, including background restrictions. Using the DOW Diamond on promotional merchandise poses unique challenges due to variability in shapes, sizes and substrates of individual items. In all cases, a register() symbol is required below the DOW Diamond.

< PROMOTIONAL MERCHANDISE

STANDARDS Color alternatives for the DOW Diamond > Standard Red Pantone 185, white letters on contrasting background > Black logo on contrasting (light-colored) background > White logo on contrasting (dark-colored) background > Gold logo on contrasting background Generally, trademarks other than the DOW Diamond may appear in any contrasting color on apparel and promotional items.

Ordering Approved Merchandise Dow promotional merchandise is available on Dows Corporate merchandise site: http://dowchemical.corpmerchandise.com For any promotional items that are not displayed on this site, please call 1-866-446-3530 ext. 2087 or 1-800-416-8153 for international orders.

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TRADE SHOWS >

GUIDANCE Dow participates in many trade shows and special events each year to promote Dows products and services. The DOW Diamond should be the primary identifier on all Dow trade show and event graphics. The presence and image of Dow at such events on a global basis helps to position our Company as a world leader in the marketplace. For all events, displays should be consistent with the look and feel of Dows brand identity.

STANDARDS The DOW Diamond The DOW Diamond will be displayed prominently within a trade show booth. A register () symbol is required below the DOW Diamond on booth displays. With the exception of trade show booth banners (see Display Booth Banners on the next page), a red (PANTONE 185) DOW Diamond may be used in other visual components associated with the booth.

Dow Flags When Dow flags are an appropriate form of promotion at Dow-sponsored or community events, use of the DOW Diamond must be consistent with corporate identity standards for size, color and substrate materials. Approved Dow Flag Design:Standard-size flags: 3 ft. x 5 ft. (914.4 mm x 1524 mm) Standard-size flags may be ordered from The John Christian Company via e-mail [email protected] Other Available Flag sizes: 4 ft. x 6 ft. (1219.2 mm x 1828.8 mm) 2 ft. x 3 ft. (609.6 mm x 914.4 mm) 5 ft. x 8 ft. (1524 mm x 2438.4 mm) 6 ft. x 10 ft. (1828.8 mm x 3048 mm)

The red DOW Diamond appears centered on both sides of the white fabric flag, ensuring that the DOW Diamond is visible in the same position from front or back view. Red thread used to create the DOW Diamond should match PANTONE 185 Red as closely as possible. A register () symbol appears below the DOW Diamond on Dow flags. Flag Example: Front View Back View

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Cultural Considerations Country flags must be used in accordance with legal requirements and the cultural protocol of both the country represented in the flag graphics and the country in which they are flown or displayed. com or a local professional flag maker. Country flags should be ordered by contacting The John Christian Company via e-mail [email protected]

Name Tags Name tags that will be used for special events or functions can include the DOW Diamond to identify or promote The Dow Chemical Company. Size, Placement and Color of the DOW Diamond A DOW Diamond of 3/4 inch (19.05 mm) minimum to 1 inch (25.4 mm) maximum length should be placed with the right point 1/2 inch (12.7 mm) from the top and 1/2 inch (12.7 mm) from the right or left edge of the front cover. A register () symbol is required below the DOW Diamond.

RESOURCES Dow Diamond logos and Business Lockup logos: http://www.dowphotos.com/templates/login.html Order Business Cards and other stationery items: http://www.cgxsolutions.com/dow Electronic Letterheads available at: http://corpbrand.intranet.dow.com/corporateidentity/Search_Letterhead.htm Technical Literature templates and guidelines: http://cropt.intranet.dow.com/EPUB/LIT/default.asp Order Dow branded Promotional Merchandise: http://dowchemical.corpmerchandise.com

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Form No. 162-02512-1009 CDP DW09N035, Rev. 3 UNRESTRICTED - May be shared with anyone Trademark of The Dow Chemical Company (Dow) or an affiliated company of Dow

The Dow Chemical Company

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