the brand standards of excellence...• our logo and brand symbols represent the essence of our...

THE BRAND STANDARDS OF EXCELLENCE

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Embrace the power of the Armstrong Flooring brands.For over 150 years, Armstrong Flooring has been strengthening and empowering our brands. As a result, we have grown and matured to be North America’s #1 manufacturer of resilient and wood flooring, developing innovative products and Inspiring Great Spaces®.

Our founder, Thomas Armstrong, built his business on a core belief: “Let the buyer have faith”; a pioneering principle of standing behind his products to give customers confidence in their purchase. Today, this legacy lives on in our unique and attractive brands which represent our products and the inspirational spaces they help to create.

“Let the buyer have faith”

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Achieving an effective brand starts with a unified and consistent brand identity.This guide has been designed for easy reference to the information needed to visually represent the Armstrong Flooring brands. It provides general rules for applying these elements across a variety of media types.

Adherence to these guidelines in critical to the success of our brands for these reasons:

• Our logo and brand symbols represent the essence of our brands and instill loyalty in customers

• Our logo brand symbols are protected by Intellectual Property laws which guard against infringement and copying of Armstrong Flooring concepts

• Inconsistent usage of our logos and other brand symbols could weaken and dilute our message and equity

WELCOMEWhile we prefer a standardized brand identity there may

be situations that require a tailored solution. Please contact

[email protected] to determine

options and secure approval in advance. For more information

on approvals, see page 8.

Thank you for your dedication in protecting our brands.

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CONTENTS

CONTENTSOUR BRANDS 5 Marks of Excellence 6 Tools & Resources 7 Approvals 8 Branding Checklist 9 Trademark Usage Guidelines 10

ARMSTRONG FLOORING 11 Position & Personality 12 Usage in Copy 13 Logo 14 Logo Production Guidelines 15 Tagline 16 Diamond 10® Technology 19 Co-Branding 20 Color 21 Typography 22 Imagery 23 Graphic Elements 24

BRUCE 27 Positioning & Personality 28 Logo & Colors 29 Typography 30 Imagery 31

CAPELLA 32 Visual Identity 33

MERCHANDISING 34 Our Selling Tools 35 Displays 36 Customer Samples 43 Print On Demand 44 Strap Stets 45 Tote Boards 47

FREQUENTLY ASKED QUESTIONS 49

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OUR BRANDS

Brand consistency is vital to our shared success. It is the key to unlocking customer confidence, instilling trust and driving loyalty. Brand consistency is exactly what we strive for in all our communications.

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Our name and our logo are our number one trademarks; they are among our most precious assets. As such, they need to be protected to preserve their value. The strength and selling powers of our trademarks depend on their correct and consistent use. Negligent use can weaken our trademarks and make it difficult to enforce them against competitors. If neglected, trademarks may even enter the public domain as everyday words or symbols which can be used by anyone. This can have a disastrous business impact.

OUR BRANDS - Marks of Excellence

Armstrong Flooring is both the name of our company and one of our primary brands used under license from AWI Licensing, LLC. THIS GUIDE COVERS THE FOLLOWING BRANDS: ARMSTRONG FLOORING, BRUCE AND CAPELLA.When people see our brands they instantly know they can trust in the products and services. That’s the power of a world-class brand. It’s more than just a name, more than a graphic design – it’s a meaningful symbol in the minds of consumers. And that’s the result of years of work and investment in building our brands.

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Our Brands - Tools & Resources

RESOURCE YOU WILL FIND ARMSTRONG CONNECT Brand Standards of Excellence & link to website armstrongconnect.com Logos Photography Product Launch Tools Back Label Templates Face Label Templates In-store Selling Tools ASSET REVIEW & APPROVAL Submit pdfs of displays, custom back labels, new brochures, [email protected] co-branded materials, and any type of advertising for approval

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NO APPROVAL NEEDED FOR:• Reproducing previously approved materials• Using templates provided by Armstrong Flooring

In both these cases, you do not need approval prior to use, as you will be following the standards detailed in these brand guidelines.

Approvals

ARMSTRONG FLOORING MUST APPROVE THE FOLLOWING MATERIALS:• Newly created artwork for: advertising, signage, packaging, labels, catalogs • Brochures and news releases• Promotional materials• Co-Branded materials to list• Magazine articles• Speeches• Broad distribution memos • Other media through which our trademarks will receive significant public attention

There are two basic reasons to secure the proper clearance. First, it helps us avoid errors which might harm our trademarks. Second, it helps us avoid potential legal conflicts with other users of the same or similar marks.

If you are creating new artwork or making modifications to templates, we strongly recommend sending it for review to our brand team before moving ahead to production. please follow this process to gain approval:

1. Create artwork / selling tools following the brand standards

2. Forward in pdf or jpeg format to: [email protected]

3. You will receive feedback in 3 business days or less.

Utilizing a face label template for a new

product launch Swag & Giveaways

New display

graphics

A custom selling

tool

Any type of advertising or

promotion – print, digital, radio, TV

Reprinting an existing

label

Utilizing a face label template for a new product launch

A custom selling tool

Reprinting an existing back label

New display graphics

Swag & Giveaways

Any type of advertising or promotion – print, digital, radio, TV

EXAMPLES OF APPROVAL REQUIRED

EXAMPLES OF NO APPROVAL REQUIRED

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Branding Checklist

HOW DOES YOUR PERSONAL MARKETING MEASURE UP? The following highlights the criteria by which all our marketing is measured. These criteria are crucial for maintaining the consistency and success of all Armstrong Flooring brands.

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If the Armstrong Logo or Armstrong mark are not used: All trademarks are owned by Armstrong Flooring, Inc. or its subsidiaries

If Armstrong, the Armstrong logo, AFI tagline and/or other AFI marks The Armstrong logo and Armstrong are trademarks of AWI Licensing LLC

All other marks are trademarks of Armstrong Flooring, Inc. or subsidiaries

Use of third party marks, Armstrong and/or logo, and other AFI marks.

The Armstrong logo and Armstrong are trademarks of AWI Licensing LLC

[insert TM] is a trademark of [Third Party] * or specified required attribution from third party

All other marks are trademarks of Armstrong Flooring, Inc. or its subsidiaries

Trademark Usage Guidelines

The Brand Guidelines are for Armstrong Flooring, Inc. (“AFI”) licensee, authorized Distributors, retailers, contractors, and other AFI customers to ensure proper use of these brands in promotional, advertising, instructional or reference materials. Proper approval for any use of AFI brands and/or trademarks is required. PROPER TRADEMARK USE AND TRADEMARK NOTICE• The trademark should always be distinguishable from surrounding text – at a minimum, the trademark notice (TM, SM, ®) should be used at least the first time in the text. After first instance, mark should appear with some other distinguishing feature (e.g., different font, all caps, or different color) from the surrounding text.

• The trademark should be used with an appropriate generic term, for example, Armstrong® flooring and Bruce® hardwood.

• Trademark attribution must also be included. The following are acceptable formats:

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Armstrong Flooring is your trusted advisor, delivering the confidence to create the spectacular home your deserve.

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BRAND POSITION For people looking to create or refresh their living space with new flooring, Armstrong Flooring provides the confidence to create the spectacular home they deserve. The new flooring delivers transformation, beautification and a sense of achievement.

BRAND VOICE How we communicate with customers is just as important as what we’re communicating. Tone of voice is an especially powerful tool for gaining our customers’ trust.

As you develop language and copy to promote the Armstrong Flooring brand in your communications, please consider how this messaging is crafted, so as to correctly reflect the brand voice.

Armstrong Flooring doesn’t use jargon and is never arrogant. Instead we empathize with a consumer’s situation – and then we offer a solution. We are knowledgeably confident and use clear, simple, everyday language in our communications. Our tone is warm and professional, like someone you would trust.

THE ARMSTRONG FLOORING VOICE: • Inspires trust and confidence• Is warm, honest, friendly, engaging and approachable• Is helpful and supportive• Offers partnership and service, as well as products• Invites dialogue and further communication

Positioning & Personality

A well-defined identity is a fundamental aspect of strong branding. It’s one of the primary ways to differentiate ourselves from the competition. The following information describes the proper usage of our brand visuals to convey a consistent, distinctive brand image.

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Armstrong Flooring is both a company and one of our primary brands. The usage of our trademark differs according to whether you are referring to the company or the brand of products.

COMPANY USAGEWhen using “Armstrong” in sentences to refer to our companyAlways use company modifier, Armstrong Flooring, in its entirety Do not mark Armstrong with ®. Correct Usage Example:• Armstrong Flooring offers a complete portfolio of flooring

products, so you can find the right floor for your space.

Incorrect Usage Examples:• ARMSTRONG® Flooring delivers a full array of flooring

designs so you can find the right one for your style and space.

• Flooring by Armstrong is available in a full array of designs to satisfy your style and beautify your space.

BRAND USAGEWhen using “Armstrong” in sentences to identify goods or services:• Always mark with ® (first use in sentence on page required)• Always follow Armstrong® with a generic term or noun to

identify the goods or services• When using the Armstrong mark in combination with another

trademark, you may use both marks together and follow both with a generic term or noun

Correct Usage Examples:• Armstrong® laminate floors can be installed in any room of

the house.• Armstrong® Luxe Plank® floors are easy to install.

Incorrect Usage Examples:• Armstrong Floors® can be installed in any room

of the house.• Armstrong ParagonTM floors are easy to install.

Usage in Copy

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This is the official Armstrong Flooring logo:

The Armstrong Flooring logo is a trademark – a brand of goods or services. When using this logo, it must always be accompanied by a company modifier: Flooring. There are no approved translations for modifiers. All modifiers must appear in English. The logo must not be translated.

USAGE Our logo must always standout. Always make sure that the background provides sufficient contrast for the logo to be clearly legible. Whenever possible, the logo should appear against a white background, which provides the best contrast. The second best alternative is to use the reverse logo on a solid black background. The logo should never appear on a back-ground that interferes with its visibility. A clean, single colored background without patterns or busy imagery is always preferred.

SIZING THE LOGO If the Armstrong Flooring logo cannot be used due to size restrictions, opt out of using the logo. Instead, include the brand name as text.

Reverse logo only on dark background colors

Logo

Positive logo may appear in Black or 100% Tungsten

1˝ | 25 mm | 100 pixels

LOGO DIRECTION Logo can be used on an angle or vertically but must read left to right for angled and top to bottom for vertical.

MINIMUM SIZE • Minimum 1˝ or 25 mm. • Digital formats minimum 100 pixels at 72 dpi.

CLEAR SPACE The size of the clear space around the logo is determined by the size of the circle around the A in Armstrong. The clear space is ½ the diameter of the Armstrong ring on all sides.

LOGO POSITION It is strongly preferred that the brand mark appear on the right side of the application. For flooring applications, consistently position the brand mark in the top right corner. When using the logo on websites, in 3-D displays, or in other non-traditional applications, please follow these guidelines as closely as possible. Always follow clear space rules.

Exceptions can be made when visibility would be diminished by the recommended placement. For instance, when the brand mark is being used for websites like armstrongflooring.com, when the logo must be positioned at the top left side for highest visibility, or on banners or trade show materials, where the brand mark could be less visible in its recommended spot.

COLOR • The logo can appear only in Black, White or 100% Tungsten.• If reversed out White, use only on dark background color

for contrast.• Entire mark must be same color.

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Do not reproduce the logo on a very busy background.

Do not reproduce the logo on a background that doesn’t provide enough visual contrast.

Do not distort the logo. Always scale it proportionally.

Do not use the “circle A” as a separate graphic element.

Do not reproduce the logo in any colors except those specified.

Do not use without complete logo.

Do not reproduce the typeface in the logo.

Do not use any kind of border on the logo. Do not change the relationship between elements of the logo.

Do not reproduce the logo in outline stroke.

Do not reproduce the logo with the ring in a different color.

Do not use any kind of shadow on the logo.

Logo Production Guidelines

DO NOT:• Distort, alter or embellish the logo • Use the logo in different colors

Incorrect Usage Examples:See examples to below and right.

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The tagline may also be included in a sentence as part of body copy. In this case, all three words must be capitalized, with the trademark symbol included.

INSPIRING GREAT SPACES®

The tagline must always be used in complete form and never abbreviated.

Incorrect Usage Examples: • The Armstrong Flooring tagline is not Inspiring Spaces.® • The Armstrong Flooring tagline is not Great Spaces.®

MINIMUM SIZE In print, the single-line tagline’s minimum width is 1.75˝ or 44 mm and the stacked is 0.65˝ or 16 mm.

In digital formats, the single-line tagline’s minimum width is 125 pixels at 72 dpi, and the stacked is 47 pixels at 72 dpi.

This is the official Armstrong Flooring tagline:

This tagline captures the company’s commitment to its commercial and residential customers: to inspire great design through innovative products, quality and service. Please use our tagline to compliment your marketing materials.

USAGE

The tagline must be used in conjunction with the Armstrong Flooring logo - never as a standalone element.

The tagline can be placed within your marketing materials provided it is sized appropriately and there is sufficient space surrounding it.

There are two ways to show the tagline art: • Horizontally in a single line configuration (preferred) • Stacked in 3 lines (if necessary)

1-line Version

3-line Version

1.75˝ | 44 mm | 125 pixels

0.65˝ | 16 mm | 47 pixels

1-line Tagline Stacked with Armstrong Flooring

The minimum space between ‘Flooring’ and tagline is 50% of the Circle A.

CLEAR SPACE Developed to set apart and define the brand, the tagline is as important to the brand as the logo. Clear space is the minimum amount of space required around the tag to maintain its visual integrity. Because the tagline works in concert with the logo as a unit, all complementary visual elements, excluding photographic backgrounds, must rest beyond it. Always respect the clear space of the logo and tagline.

3-line Tagline Linear with Armstrong Flooring left position (preferred)

The minimum space between ‘Armstrong’ and tagline is 50% of the Circle A.

3-line Tag Line Linear with Armstrong Flooring right position

The minimum space between ‘Armstrong’ and tagline is 50% of the Circle A.

Tagline

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COLOR The positive version of the tagline appears in Morado, Tungsten and Black only. The preferred color is 100% Morado. The color combination must have sufficient contrast for legibility

3-line Version

1-line Version

®

1-line Tagline Stacked with Armstrong Flooring

LOGO & TAGLINE RELATIONSHIP Tagline can move away from the Armstrong Flooring logo, but should stay aligned.

3-line Tagline Linear with Armstrong Flooring left position (preferred)

3-line Tagline Linear with Armstrong Flooring right position

Tagline

TRANSLATIONSThe tagline must not be translated. The following tagline is registered for Canada only and is subject to the same rules as the English version.

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Do not reproduce the tagline on a background that doesn’t provide enough visual contrast.

Do not abbreviate the tagline.

Do not position the tagline above the Armstrong Flooring logo.

Do not position the single tagline at the left side of the Armstrong Flooring logo.

Do not distort the tagline. Always scale it proportionally.

Do not reproduce the tagline in any colors except those specified.

Do not alter the typeface in the tagline. Do not distort the tagline. Always scale it proportionally.

DO NOT:• Distort, alter or embellish the logo• Use the tagline in different colors

Incorrect Usage Examples:

Tagline

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CLEAR SPACE The size of the clear space around the logo is determined by the size of the circle of the capital height of the word diamond.

COLOR • Can appear only in White or 4 Color Process comprised of Morado, Tungsten and Black - see color section on page 20 for formulas.

• If reversed out White, use only on dark background color for contrast

This is the official Diamond 10® Technology mark:

Diamond 10® Technology provides the ultimate in scratch, stain and scuff resistance. Infused with cultured diamonds, our latest innovation is available in a number of different flooring types including solid hardwood, LVT, vinyl sheet & engineered tile.

Diamond 10 and the Diamond 10 Technology logo are trademarks – a brand of goods or services. The following information describes the proper usage of the trademarks to convey a consistent, distinctive brand image.

USAGE: When using “Diamond 10® Technology” in sentences to identify goods or services. • Always mark with ® (first use in sentence on page required) • Always add a space between Diamond and 10. • Always keep the entire mark together; do not abbreviate or drop any part of the trademark.

PLEASE DO NOT: • Distort, alter or embellish the technology mark • Use the technology mark on its side • Rotate the technology mark • Squash the technology mark • Use the technology mark in different colors

MAXIMUM SIZE A general guideline for the maximum width of the logo in any application should be the equivalent to 20% of the width of the shortest side. Exceptions may be made for signage and promotional materials.

MINIMUM SIZE Minimum 1˝ or 25 mm. Digital formats minimum 100 pixels at 72 dpi.

Reversed out White on Morado

1˝ | 25 mm | 100 pixels

®

®

Incorrect Usage Examples:

®

®

®

Diamond 10® Technology

®

4 Color Process comprised of Morado, Tungsten and Black

®

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ARMSTRONG FLOORING DOMINANT COMMUNICATIONSArmstrong Flooring dominance is when Armstrong Flooring most heavily influences the communications. This is when Armstrong Flooring is driving the customer experience or if our resources are most depended upon. The potential elements to communicate this are:• Armstrong Flooring logo (primary)• Partner logo (secondary)• Armstrong Flooring color palette• Armstrong Flooring font

DESIGN REQUIREMENTS• Leverage the Armstrong Flooring Brand Standards of Excellence• The Armstrong Flooring logo and partner logo should be optically equal in size; or the Armstrong Flooring logo should be larger• Follow the logo placement guidelines

ARMSTRONG FLOORING DOMINANT DON’TS• DON’T make the partner logo bigger than the Armstrong Flooring logo.• DON’T break the rules surrounding the usage of the partner’s logo (e.g. color, background etc.).

Co-branding is a strategic agreement between two or more partner brands to work together to achieve a desired goal. Co-branding encompasses a wide range of marketing activities including partnerships, promotions and sponsorships.

Our key principles give a framework for approaching all co-branding opportunities: • The Armstrong Flooring logo should be clearly displayed and given prominence• Leverage our brand guidelines to create a partnership environment where our brand feels organic to the experience

APPROVALSFor all co-branding materials, the Brand Team must review prior to production. Please email [email protected] for review.

BRAND DOMINANCEBrand dominance means one partner will have the lead presence in executions, often emphasizing their visual system in marketing communications. Depending on the activity, there will be times when the Armstrong Flooring brand is dominant, and times when the partner brand takes the lead. Here are some guidelines on successfully executing these communications, depending on who is the dominant partner.

Co-Branding

PARTNER DOMINANT COMMUNICATIONS Partner dominance is when the partner brand heavily influences the communication experience. As a result, the Partner brand is featured more and the design is geared towards their visual system. In those instances, it’s critical that we protect and appropriately display the Armstrong Flooring brand. The potential elements for this option are:• Armstrong Flooring Logo (color option preferred)• Partner Logo• Color

DESIGN REQUIREMENTS• The Armstrong Flooring logo and partner logo should be optically equal in size• Follow the logo placement guidelines

PARTNER DOMINANT DON’TS• DON’T make the Armstrong Flooring logo bigger than the partner logo.• DON’T change the color of the Armstrong Flooring logo to match the partner’s visual system.• DON’T place Armstrong Flooring logo on a colored or textured background. In this circumstance, only use the lack or white logo option.

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COLOR VALUES For accurate reproduction of the Armstrong Flooring palette, refer to the number notations with each color. When printing in four-color process, use the LAB values rather than relying on a software program (InDesign, Illustrator, etc.) to separate the color. The number values correspond to the Pantone® color system, equally applicable on coated and uncoated substrates, except for Morado (Pantone 2104) and Tungsten (Pantone Cool Gray 7) which are custom color breakdowns and should be used as spot colors, letting your printers match the colors to pre-supplied sample color sheets. RGB values are based on the official Pantone® RGB color values. Download the color palette for accurate color breakdowns.

TINTS Tints (also known as screens or let-downs) are percentages of colors mixed with white to lighten the color yet remain within the same hue. These tints represent acceptable ranges for each color in the palette. Palette colors not shown may not be tinted. Very light tints are recommended for use as back-ground colors.

PRIMARY COLOR PALETTE The main brand colors, Morado, Tungsten and Glacier, are the primary color palette for all applications. Additionally, the primary palette also includes neutrals: Pantone Cool Gray 9, Black and White.

MORADO Morado is a brilliant violet that leans toward royal blue, expressing leadership, creativity, trust and wisdom. It’s a strong color that works best when paired with a mid- toned neutral.

GLACIER Glacier is a cool-toned blue green that is used minimally as an accent color. This color provides the right amount of prominence for a call to action button or typography callout.

TUNGSTEN Tungsten is a mid-toned cool gray that evokes elegance, balance and power. Neutral yet substantial, this color provides a clean canvas for typography and imagery and serves as an excellent complement to Morado.

PRODUCTION Our goal is to achieve consistent color reproduction of our brand colors in every application. This quick overview of printing will help ensure consistent color in everything you print.

Color Reacts Differently on Different Paper Stocks The shade of the paper stock may be warm or cool, which could significantly alter the final appearance of the approved ink color you are using. Always take care to precisely match the color palette detailed in this guide. In preparing files for production, you may need to adjust the color to accurately match the standard palette.

Black and White Reproduction When full color reproduction is not possible, monochrome printing of the logotype is acceptable. The logo can also be reversed white out of solid black or a background tone of sufficient contrast. When the logo is placed over a black and white image, extra care must be taken to ensure that it is legible.

Color Reacts Differently in Different Printing and/or Reproduction Processes Reproduction methods such as offset sheet-fed printing, flexo, and gravure can affect the final appearances of the designated color.

MORADO

PANTONE 2104

CMYKC.92 M.94 Y.0 K.0

RGBR.72 G.54 B.152

HEX483698

CMYKC.100 M.0 Y.29 K.0

RGBR.0 G.171 B.190

HEX00ABBE

CMYKC.20 M.14 Y.12 K.40

RGBR.149 G.152 B.155

HEX97999B

CMYKC.0 M.0 Y.0 K.100

RGBR.0 G.0 B.0

HEX000000

CMYKC.55 M.46 Y.44 K.10

RGBR.118 G.119 B.122

HEX75767A

GLACIER

PANTONE 3125

TUNGSTEN

PANTONE COOL GRAY 7

PANTONE COOL GRAY 9

BLACK

Color

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A vital part of our branding is the typographical use of our name, tagline and messaging. The Armstrong Flooring brand typeface is Helvetica Neue, a clean, sans-serif font ideal for legibility across a variety of weights. For Microsoft Office applications including Word and PowerPoint and some digital and online applications, you may use the alternate font, Arial, at a minimum font size of 10 pt.

USAGE Rights and files for the Helvetica Neue Font Family can be purchased online from myfonts.com.

https://www.myfonts.com/fonts/adobe/helvetica-neue/

MAIN TITLES Helvetica Neue Condensed Light is best for main titles. By capitalizing all the letters, varying the size type, stacking the words, and placing them on fields of color or photography, main titles become graphic treatments that contribute to the Armstrong Flooring brand look.

For very long headlines within a document, an exception can be made for capitalization.

SUBHEADS Helvetica Neue Condensed and the other bolder weights of Helvetica Neue are best for subheads – capitalized, using the colors of the Armstrong Flooring secondary palette as visual accents.

As noted above, long headlines can be an exception to the capitalization rule if needed.

BODY COPY Use Helvetica Neue Condensed Light and Helvetica Neue Light

for body copy, at a minimum font size of 10 pt.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890





Aa ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890



Helvetica Neue Condensed Light

Helvetica Neue Condensed Roman

Helvetica Neue Condensed Bold

Helvetica Neue Condensed Medium

Helvetica Neue Light

Helvetica Neue Roman

Helvetica Neue Medium

Helvetica Neue Bold

HELVETICA NEUE FONT FAMILY

Typography

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PHOTOGRAPHY Choosing the right image for a piece of communication is very important. Armstrong Flooring is a design leader and imagery associated with the brand needs to reflect this position. We need to present our images in a contemporary, interesting way, with “wow” factor.

Here are some essential guidelines to help you select an appropriate image or brief a photographer.

Key points for photography:

• demonstrate design leadership

• use images that are inspirational and aspirational

• select interesting angles and crops to make ordinary subjects beautiful and interesting

• choose imagery that provides a sense of discovery and is helpful in selecting products with a clear, informative view of the floor

• prioritize imagery that shows movement of people and animals, engaged and interacting in the space

An image may not provide all of the above. However, the above pointers should be used as a guide to help select the image that has the right values.

USAGE A gallery of photography is available on our brand portal. Rights and files can be downloaded through Armstrong Connect: armstrongconnect.com

Overall Shot Overhead Shot

Detail ShotLifestyle Shot

Imagery

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ILLUSTRATIONSIllustrations are a great option to communicate information in a way that is helpful and visually striking. Illustrations that are used for Armstrong Flooring are clear, helpful and un-fussy.

A collection of Illustrations available for use in materials can be downloaded from through Armstrong Connect: armstrongconnect.com

Here are some examples:

MOSTMOST

Bold Line Icon - Product AttributesProduct Illustrations - Component Details Thin Line Icon - Collection Attributes

Graphic Elements

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HEADLINE SPEECH BUBBLEThe headline speech bubble is a graphic element to be used for headlines and large “call out” messaging. This is a great way to prominently anchor the primary message in the graphic layout.

The speech bubble art can be downloaded from through Armstrong Connect: armstrongconnect.com


Save up to $500

THE FLOOR IS YOURS™

VISIT ARMSTRONGFLOORING.COM/THEFLOORISYOURS FOR TERMS AND CONDITIONS

ON YOUR FLOORING PURCHASE

F-10079 Armstrong and the Armstrong logo are trademarks of AWI Licensing LLC. © 2018 AFI Licensing LLC.

Graphic Elements

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FRACTAL ARTThe fractal art is a dynamic, multi dimensional graphic element designed to convey innovation, performance and leadership. The art should be used as an accent within a graphic layout.

The speech fractal art can be downloaded from through Armstrong Connect: armstrongconnect.com


Graphic Elements

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Bruce is your trusted partner for best-in-class performance and unparalleled customer satisfaction.

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BRAND POSITIONBruce is the enabler that allows the Trade Professional to de-liver unparalleled customer service by providing best-in-class flooring material, construction, technologies and support.

BRAND PERSONALITYPerception is reality. The manner in which we communicate ourselves externally is how the world sees us. Our brand personality uniquely characterizes Bruce, setting us apart from the crowd.

THE BRUCE BRAND PERSONALITY HAS 4 PILLARS:

INNOVATION Installation Service Directly Experienced

TRUST Guaranteed Responsible Integrity

PERFORMANCE Uncompromising Committed Fit For Use

LEADERSHIP Best-in-Class Sets It’s Own Standards Masters Obstacles

BRAND VOICE Our brand voice is distinctive, recognizable and unique. It is not simply what we say, but how we say it. This encompasses the words we choose, their order, rhythm and pace.

Positioning & Personality

Character/Persona Confident

Dependable

Attentive

Expert

Solutions-oriented

LanguageSimple to understand

Consistent

Clear

Straightforward

Sensible

PurposeEnable

Delight

Inform

Innovate

Champion

ToneDirect

Purposeful

Knowledgeable

Humble

Authentic

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LOGO POSITION It is strongly preferred that the brand mark appear on the right side of the application. For flooring applications, consistently position the brand mark in the top right corner. When using the logo on websites, in 3-D displays, or in other non-traditional applications, please follow these guidelines as closely as possible. Always follow clear space rules. Exceptions can be made when visibility would be diminished by the recommend-ed placement. For instance, when the brand mark is being used for websites like bruce.com, when the logo must be positioned at the top left side for highest visibility, or on banners or trade show materials, where the brand mark could be less visible in its recommended spot.

LOGO DIRECTION Logo can be used on an angle or vertically but must read left to right for angled and top to bottom for vertical.

This is the official Bruce logo:

USAGE: Our logo must always standout. Always make sure that the background provides sufficient contrast for the logo to be clearly legible. Whenever possible, the logo should appear against a white back-ground, which provides the best contrast. The second best alternative is to use the reverse logo on a solid black background. The logo should never appear on a back-ground that interferes with its visibility. A clean, single colored background without patterns or busy imagery is always preferred.

SIZING THE LOGO If the Bruce logo cannot be used due to size restrictions, opt out of using the logo. Instead, include the brand name as text. The brand name may also be included in a sentence as part of body copy. In this case, the brand name must be capitalized, with the trademark symbol included.

BRUCE(R)The brand name must always be used in complete form and never abbreviated..


Visual Identity


CLEAR SPACE The size of the clear space around the logo is determined by height of the lower case letters of our logo. The clear space is the diameter of the lower case letter on all sides.

COLOR • The logo can appear only in Bruce Red, Black or White • If reversed out White, use only on Bruce Red background color for contrast. • Entire mark must be same color.

1˝ | 25 mm | 100 pixels

BRUCE RED

PANTONE 186

BRUCE NAVY

PANTONE

CMYKC.0 M.100 Y.81 K.4

RGBR. G. B.

HEX

CMYKC.81 M.64 Y.0 K.70

RGBR. G. B.

HEX

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Typography

A vital part of our branding is the typographical use of our name, tagline and messaging. The Bruce Flooring brand typeface is Kapra, a clean, sans-serif font ideal for legibility across a variety of weights. For Microsoft Office applications including Word and PowerPoint and some digital and online applications, you may use the alternate font, Arial, at a minimum font size of 10 pt.

USAGE Rights and files for the Karpa Family can be purchased online from myfonts.com.

https://www.myfonts.com/fonts/adobe/kapra/

MAIN TITLES Kapra is best for main titles. By capitalizing all the letters, varying the size type, stacking the words, and placing them on fields of color or photography, main titles become graphic treatments that contribute to the Bruce Flooring brand look.

For very long headlines within a document, an exception can be made for capitalization.

SUBHEADS Kapra and the other bolder weights of Karpa are best for subheads – capitalized, using the colors of the Bruce Flooring secondary palette as visual accents.

As noted above, long headlines can be an exception to the capitalization rule if needed.

BODY COPY

Kapra for body copy, at a minimum font size of 10 pt.









Kapra Light Condensed

Kapra Regular Condensed

Kapra Bold Condensed

Kapra Medium Condensed

Kapra Light

Kapra Regular

Kapra Medium

Kapra Bold

KAPRA FONT FAMILY

31

Imagery

Photography supports the statements of the brand personality. They contribute to the precise understanding of the identity.

NOT OVERLY STYLED, CLEAR & STRAIGHT FORWARD CAPTURED MOMENTSREFLECTIVE OF TARGET AUDIENCE

33

This is the official Capella logo:

USAGE: Our logo must always standout. Always make sure that the background provides sufficient contrast for the logo to be clearly legible. Whenever possible, the logo should appear against a white back-ground, which provides the best contrast. The second best alternative is to use the reverse logo on a solid black background. The logo should never appear on a back-ground that interferes with its visibility. A clean, single colored background without patterns or busy imagery is always preferred.

Visual Identity

SIZING THE LOGO If the Capella logo cannot be used due to size restrictions, opt out of using the logo. Instead, include the brand name as text.



CLEAR SPACE The size of the clear space around the logo is determined by height of the capital letter of our logo. The clear space is the diameter of the capital letter on all sides.

COLOR • The logo can appear only in Black or White • If reversed out White, use only non-busy background for maximum contrast. • Entire mark must be same color.

LOGO DIRECTION Logo can be used on an angle or vertically but must read left

to right for angled and top to bottom for vertical.

1˝ | 25 mm | 100 pixels

34

Consistently produced displays and samples are an important selling vehicle. They build trust, help decision-making and inspire confidence when making a product selection.

MERCHANDISING

35

MERCHANDISING - Selling Tools

Selling Tools presented to customers are just as important as the products themselves. Consistently produced displays and samples, in accordance with the Armstrong Flooring Brand Standards, are an important selling feature, building trust, inspiring creativity and generating confidence in our products through the purchase journey.

In addition to features and benefits, it is important to set our products apart from the multitude of choices in the mar-ketplace. A crucial element in offering the correct flooring solution is to illustrate to the customer why Armstrong Flooring products offer them the best value for their dollar.

THE DIFFERENCE When we match the quality of our selling tools to our flooring products, no other flooring manufacturer can offer any better flooring solution to the customer. It is important that these specifications are followed, ensuring this continues moving forward.

SELLING TOOLS These tools are used to sell AFI products to retailers and to consumers:

• Display Boards, displaying products to customers at retailers

• Consumer Samples, displaying products to customers at their homes

• Strap Sets, displaying products to retailers and specifiers

• Tote Boards, displaying products to retailers and specifiers

AFI will continue producing and distributing Selling Tools for new product launches and refreshes. When replenishment of these tools is needed, AFI will produce additional quantities with pricing greater than the initial order, due to lower quantities.

• On initial orders, AFI will provide Distributors with an order window to place POs with desired Selling Tool quantities prior to production. Past selling tool history will be provided from a similar product line. An order form with details of each selling tool will be provided.

• On replenishment orders, Distributors are encouraged to bundle quantities with other Distributors to reduce unit pricing

• AFI will only be shipping bulk to Distributors

NOTE: Refer to the Strap Set and Tote Board sections for pricing illustrations

SECTION CONTENTS

Regional Vendors 36

Small Displays 37 Medium/Large Displays 38 Display Samples 39 Display Sample Labels 42 Customer Samples 43 Print on Demand 44 Strap Sets 45 Tote Boards 47

36

MERCHANDISING - Displays

AFI will no longer be producing displays for Independent Retail, Property Management or Builder customers.

There are several options for Distributors to obtain displays: • Work with Regional Vendors • Continue working with vendors currently being used • Produce displays themselves

REGIONAL VENDORS The following vendors have been selected because they can produce small displays (i.e. stackers), graphics and samples. They are located in your region for your convenience, reducing lead times and freight costs, especially if you have trucks in the area.

Central Region

Crown Metal Mfg. Co. Gerry Beluan [email protected] (614) 772-2870

South Central/West Regions

Exalt John Lamantia [email protected] (972) 245-3858

Canada East/West Regions

Colwell Industries Nicole Neff [email protected] (260) 242-9397

South East Region

Brown Industries Golden Ingle [email protected] (706) 277-8984

Northeast/Mid-Atlantic Regions

Compass Retail Display Group Displays - Vince Wilkins [email protected] (215) 305-8053

Samples - Jeff Carugati [email protected] (609) 503-4290

37

10-SKU Stacker

If small displays and samples are needed, there are a few options. These are the stacker displays offered in the 2018 Elevate Program.

REGIONAL VENDORS AFI has selected regional vendors that already produce displays and samples for other customers. Distributors will work directly with display vendors, procuring stacker displays and/or samples order(s), from start to finish. • Placing orders • Issuing PO’s • Coordinating shipping and/or warehousing needs

Note: Orders can be bundled with other Distributors, reducing the unit price.

DISPLAY CONSTRUCTION Display Material - Fibrex Trupan MDF, or equivalent - Thickness: 5/8” - Complies with formaldehyde emission requirements for MDF in CPA-ECC-2011, ANSI 208.2-2016 and CCR 93120.2 (CARB Composite Wood ATCM Phase II) - All finished raw edges to be painted black

Header Material - EX-CEL Edge, PVC Foam, White/Black, or equivalent - Thickness: 6mm thick - Low flammability - Rated UL 94 VO Self Extinguishing

20-SKU Stacker

AFI HAS NEGOTIATED STANDARDIZED PRICING FOR SMALL DISPLAYS (10-SKU AND 2-SKU STACKERS):10-SKU Stacker50 - $53.50 - $55.50100 - $51.00 - $53.00250 - $48.50 - $50.50 Connector Kit50 - $16.35 - $17.85100 - $14.75 - $16.25250 - $13.20 - $14.55

10-SKU Graphics50 - $68.50 - $74.00100 - $63.50 - $68.00250 - $58.50 - $62.50 20-SKU Graphics50 - $82.00 - $87.50100 - $77.00 - $81.50250 - $72.00 - $76.00

MERCHANDISING - Small Displays

NOTE: The 20-SKU Stacker uses 2) 10-SKU Stackers and 1) Connector Kit.

NOTE: The 20-SKU Stacker uses 2) 10-SKU Stackers and 1) Connector Kit.

CURRENT AFI VENDOR(S) AFI has established pricing and have reviewed the AFI Brand Standards with our current vendors, ensuring that displays and samples are produced consistently nationwide. Distributors will work directly with display vendors, procuring stacker displays and/or samples order(s), from start to finish • Placing orders • Issuing PO’s • Coordinating shipping and/or warehousing needs

NON-AFI VENDORS AFI will not participate in communicating AFI Brand Standards or pricing with these vendors. Distributors will take on all responsibility for these relationships, but the AFI Brand Standards will still apply, ensuring that displays and samples are produced consistently nationwide.

38

If displays other than stacker displays are required, there are a few options. These are the non-stacker displays offered in the 2018 Elevate Program.

EXISTING DISPLAYS Distributors can utilize the AFI Merchandising Team as a sourcing agent, assisting in procuring existing displays as needed. Orders can be bundled with other Distributors, reducing the unit price. Once order quantities and pricing have been presented and approved, Distributors will work directly with the existing AFI vendor, procuring displays from start to finish. • Placing orders • Issuing PO’s • Coordinating shipping and/or warehousing needs

Contact for existing displays:

Art Guild Inc. Robert Leavens [email protected] (609) 831-5386

NEW DISPLAY CONCEPTS Distributors can utilize the AFI Merchandising Team as a resource for developing new display concepts and/or to Value Engineer existing displays. Distributors will supply a completed Creative Services Brief communicating what is needed. A review will be held with all involved parties, ensuring that Distributors and the AFI Merchandising Team are on the same page, prior to engaging any vendor(s) generating concepts or value engineering. Once ready to present, the AFI Merchandising Team will review concepts with Distributors. This process will repeat until Distributors approve one-to-two concepts for ballpark pricing.

Upon Distributor approval of a final concept and ballpark pricing, a prototype will be ordered and assembled for review with all vested parties. Once a prototype has been evaluated and Distributors are satisfied, Distributors will work directly with the vendor(s). • Placing orders • Issuing PO’s • Coordinating shipping and/or warehousing needs

If Distributors are not satisfied, the process will continue until all vested parties are satisfied.

NOTE: All costs related to concept development, prototyping

and value engineering will be covered by Distributors.

MERCHANDISING - Medium/Large Displays

NON-AFI VENDORS AFI will not participate in communicating AFI Brand Standards or pricing with these vendors. Distributors will take full responsibility for these relationships, but the AFI Brand Standards will still apply, ensuring that displays and samples are produced consistently nationwide

DOMESTIC DISPLAYS If an existing display is to be reordered, the existing AFI vendor will be requested to submit stepped pricing for Distributors to review. Once quantities and pricing have been approved, Distributors will work directly with the vendor(s). Distributors will work directly with the vendor(s), coordinating shipping and warehouse needs. • Placing orders • Issuing PO’s • Coordinating shipping (collated vs. bulk) • Warehousing needs

NOTE: Orders can be bundled with other Distributors,

reducing the unit price.

OVERSEAS DISPLAYS If unit pricing and production lead time permits, overseas production is recommended. AFI will request full container pricing (20’ and 40’ containers) to submit to Distributors, along with container quantities, collation and storage costs for Distributors to review. Once quantities and pricing have been approved displays will ship bulk to the vendor(s). Distributors will work directly with the vendor(s), coordinating shipping and warehouse needs. • Placing orders • Issuing PO’s • Coordinating shipping (collated vs. bulk) • Warehousing needs

NOTE: Less than full container orders will be cost prohibited

and lead time(s) will increase.Medium Displays Large Displays

39

MERCHANDISING - Display Samples

AFI will no longer be producing LVT, Rigid Core and Wood (engineered and solid) display samples for Independent Retail, Property Management or Builder customers.

AFI will continue producing ALL samples for Residential Sheet Vinyl and Engineered Tile due to the material, labor and logistic requirements necessary to produce samples for these products. Custom sizes for select National Builders will be also be supported, per customer requirements. These samples will be made to order, along with a conservative inventory on hand for emergency requests.

18” x 18” Sample Wood/Resilient

18” x 24” Sample Vinyl Sheet

20” x 27” Sample Wood/Resilient

Custom Size Sample Wood/Resilient

Standard Display Samples

16” x 16” Tile

12” x 24” Tile

6”x 36” Plank

22 1/2” x 37 3/4” Grouted Board

Engineered Tile Display Samples

40


The following example illustrates the general guidelines used for AFI display samples. The 20” x 27” sample board was chosen because this is the display sample size that is featured in of our displays. The same guidelines apply to the 18” x 18” and custom samples, with a few exceptions (i.e. Hand Grabs are not required on sample boards smaller than 20” x 27” due to size and weight of the sample).

BOARD CONSTRUCTION • Natural MDF backing substrate

- Thickness: 1/4”

- Hand Grab: 1” x 4” slot, through the backer only

- Backer to be flush with product on all sides

- Perimeter edges to be broken around the entire perimeter

• Wood Adhesive: PUR #Jowatherm Reakant 609.30 and Hot Melt applied in a serpentine fashion without touching each other, PUR #GPUR-050 and White #PC-3078 4x applied in a linear fashion without touching each other, Lanco #0056 applied with a roller, or equivalents

• Resilient Adhesive: Manufacturer #S288 applied with a Pot Devin or equivalent

• Extrusions: applied to the face of the backer, top and bottom LVT and Rigid Core samples, protecting the product from damage during use

- Extrusions are specified for different products, due the over all sample thickness, we recommend that use what extrusions are specified or equivalents

- Adhesive: VHB tape is not sold with the extrusions, unless requested. The vendors will apply prior to shipping: #3M VHB #4910, to be applied to the inside leg of the 3/4” leg

NOTE: Extrusions can be purchased from Seagate Plastics, other third party vendors, Regional and/or existing sample vendors.

Product Category “L” Extrusion Manufacturer Model #

Luxe with FasTak 3/8” x 3/4” Provided by Sample vendor directly

Luxe with Rigid Core 1/2” x 3/4” Seagate Plastics SG1371

Pryzm 1/2” x 3/4” Seagate Plastics SG1371

Rigid Core Elements 1/2” x 3/4” Seagate Plastics SG1371

Rigid Core Vantage 1/2” x 3/4” Seagate Plastics SG1371

Vivero 3/8” x 3/4” Provided by Sample vendor directly

NOTE: Before applying the taped extrusions, first clean the top/bottom edges of the backer substrate with:

1) 50:50 mixture of water and rubbing alcohol on a soft cloth, or equivalent

2) An alcohol wipe directly on the backer, or equivalent

NOTE: Sample material to be mounted flush with the backer edges. If the overall size is not affected, remove the tongue and then the groove side of the external planks, producing a flat/square edge.

41


PRODUCT LAYOUT • Full product widths in the middle of the sample

• Factory ends (seams) to be a minimum of 5” long

- If more than one seam on a sample, a minimum of 6” between them is required

• Remove tongue and groove from the end products whenever possible, providing a more durable edge

• Equal product widths on ends if thinner than a full width

- Varying widths of the products will vary when creating samples

- Standard designs require less material square footage than designs with high characteristics and color shifting, resulting in different yield calculations

18” x 18” sample material usage - 2.9 sq. ft. to 3.4 sq. ft.

20” x 27” sample material usage - 5.2 sq. ft. to 5.7 sq. ft.NOTE: The Samples Group will provide yield calculations and an approved sample layout, calling out all of the characteristics and colors required to be included on every display sample produced, for new SKU introductions.

There are few options to consider when ordering small sample quantities:

1) Launch and Refresh Display Samples a. Samples produced supporting launches and refreshes, typically are 20” x 27” samples (LVT, Rigid Core and Wood). If 18” x 18” samples are required, they may be a percentage less, due to the size and reduction of labor to produce. Work with the your Regional Vendor for specific pricing 25 - $28.00 - $30.00 50 - $19.00 - $22.00 100 - $15.00 - $17.00

b. A 3-4 week lead time will be required to fill these requests, due to label printing and samples production

Product Category Carton SQ. FT. 18” x 18” per Carton 20” x 20” per Carton

Rigid Core Vantage 17 5.8 to 5.0 3.2 to 2.9

Rigid Core Vantage 22 7.5 to 6.4 4.2 to 3.8

Solid Wood (3/4”) 20 6.8 to 5.8 3.8 to 3.5

Solid Wood (3/4”) 24 8.2 to 7.0 4.6 to 4.2

Pryzm 21 7.2 to 6.1 4.0 to 3.6

Luxe with FasTak 24 8.2 to 7.0 4.6 to 4.2

Engineered Wood (1/2”) 25 8.6 to 7.3 4.8 to 4.3


Rigid Core Elements 26 8.9 to 7.6 5.0 to 4.5

Luxe with Rigid Core 28 9.6 to 9.2 5.3 to 4.9



Vivero 36 12.4 to 10.5 5 6.9 to 6.3

NOTE: These calculations are based on the majority of products offered by AFI. However, products like Woodland Relics require 8.0+ square feet of material per sample, due to high color variability and the number of characteristics present in the product.

c. Face/Back labels will be supplied one of two ways: i. Through the vendor producing the samples ii. Utilizing the Print On Demand vendor

d. Warehousing and pick-n-pack may be additional fees, above the cost of the samples, distribution to work out these details with the vendor

2) Minimal Display Samples a. These are display samples produced from 1+ cartons of material, with your Regional Vendor making as many samples as the material permits

b. A minimum of 10 cartons will be required to be bundled together, before producing these requests

i. Each carton can be a unique SKU

ii. Multiple cartons of the same SKU can be used as part of this quantity

iii. Multiple sample type can be produced from each carton

1. 18” x 18”, 20 x 27” and custom size samples

2. Customer samples

3. Full and half planks

c. Pricing for these samples will be a percentage increase above the 25 piece prices below, plus material supplied from distribution

$35.00 - $40.00 each, with a minimum of 10 cartons of material used

NOTE: This pricing is based on producing quantities of 1-SKU (all printed labels, production of the sample and packaging), using an entire carton of material; carton yield calculations.

3) Distributors can set up a shop area to produce small quantities of display boards

42


FACE LABELS • Material Stock/Adhesive/Liner: 3M 60# Semi Gloss Paper Label PG0198 or equivalent

• Printing: 4 to 6 colors

- Armstrong Flooring: 4 color build with PMS #2104 (Morado) and PMS # Cool Gray 7 (Tungsten) brand colors; both can print as spot colors or as 4 color builds (CMYK) and black

- Bruce hardwood floors: PMS #186 (Red) brand color (can print as spot colors or as 4 color build - CMYK) and black

- Capella wood floors: 50% black brand color and black

• Laminated: 60lb matte laminate or equivalent (optional, but preferred for durability)

• Placement on the sample to be 1/2” on the upper left corner and side of the sample

BACK LABELS • Label Size: 16” x 16” square, to be used on both 18” x 18” and 20” x 27” samples

• Material Stock/Adhesive/Liner: 3M 60# Semi Gloss Paper Label PG0198 or equivalent



- Bruce hardwood floors: PMS #186 (Red) brand color and black


• Placement on the sample to be 1” below the hand grab and centered left-to-right

• Corrugated carton: 32 ECT single wall, C flute, regular slotted carton or equivalent

• Corner protectors: four L shaped chip board or foam corners are to be used inside the carton to protect samples if/when shipped other than on a pallet

• Slip sheets (i.e. newsprint) to be placed between each sample

• Boards to face upwards

• A corrugated sheet to be placed on the top sample for protection against cutting when opening the carton (use the same material as the carton)

• Packing tape: 45mm wide Kraft sealing tape (Shurtape #WP-200 Production-Grade reinforced paper tape) or equivalent

• No more than five samples are to be included in one carton

• Maximum carton weight not to exceed 50lbs

New Label Format 5” X 1 3/4”

16” x 16” Back Label

16” x 16” Label on a 18” x 18” Board

16” x 16” Label on a 20” x 27” BoardVinyl Sheet Label

4” X 2 5/8”

New LVT Label 4 1/2” X 3”

Single over label

New LVT Label 4 1/2” X 5 3/4”

Double over label

New Alterna label 3 1/2” X 3 1/2”

Single over label

43

MERCHANDISING - Customer Samples

These samples are used for consumers and the specification community (i.e. designers, contractors and architects) to determine when considering a color, design or product family when designing a space. These samples should be produced out of the yield lose created when producing the other Selling Tools (i.e. sample boards, strap sets and tote boards).

SAMPLE SIZE

• Wood: Width of the product x 8” nominal length

• Resilient: Width of the product x 9” nominal length

• Engineered Tile: 8” nominal square

PRODUCT LAYOUT

• Retain the tongue and groove on the product, presenting

the product as it comes in the carton (i.e. tongue and groove and/or locking features)

SAMPLE LABELING

• Label Size: 2” x 2”

• Material: Avery label #22806 (white) or equivalent

- Labels can be printed on a standard office printer by downloading the Avery label template and adding the required information

• Typography to follow Visual Identity

• Samples information:

- Company Logo

- Collection Name

- SKU Number

- Species (Wood Only)

- Color

- Width

- High color/characteristic variation note; These planks have a high level of color and character variation that may not be fully depicted here • Placement on the sample to be 1/2” above the bottom and centered left-to-right

44

MERCHANDISING - Print on Demand

AFI will supply art files and templates for launch and refresh merchandising elements. Art files for existing tools will be available to download and print as needed. AFI will supply templates following the Brand Standards, for upcoming launches and refreshes.

If Distributors require unique merchandising tools, Wright Global Graphics has graphic services on site for Distributors to engage as needed. WGG will alter current files, design using AFI templates and supply digital art files or printed assets as needed. All costs related to WGG will be covered by Distributors.

An Armstrong Flooring portal is currently being created for Distributors to utilize, for Distributors to work directly with WGG. AFI will provide the portal information to Distributors by 10/1/18.

Wright Global Graphics Greg Love gregl@wrightglobal graphics.com (706) 229-6249

• Wright will provide AFI with a login link to share with Distributors

• Distributors will log into the portal to review what is available

• Various label and display signage art files and templates will be offered

- Existing face/back label and display signage art files

- Existing templates (working files) for manipulation

- Distributors will be able to upload a spread sheet with the imprint label and display graphics information for style, color, warranty etc.

- AFI will control what elements will be static and/or can be manipulated

- Distribution can also upload their logo to be printed as a secondary logo to the site but NOT replace the AFI logo

- When the information is uploaded it will generate low res pdfs for visual approvals

- Distribution can proceed to check out

- Once at check out, orders will be processed for payment and one of three shipping options

• Overnight delivery (1 day)

• 2nd day delivery (2 days)

• Ground delivery (1- 7 business days)

- Orders process and ship within 7-10 working days

- Once an order has been processed an order confirmation and the art files are uploaded for production

AFI has negotiated standardized pricing for samples labels. The pricing below is for the total number of labels, not for individual SKU’s, as long as these quantities are satisfied

• Face Labels (5” x 1.75”)

- 4C printing on PS Paper, Tire Grip Adhesive, with a gloss film laminate

50 - $1.25 each

100 - $0.75 each

250 - $0.40 each

500 - $0.30 each

• Back Labels (16” x 16”)

- 4C printing on PS Paper, Tire Grip Adhesive, with a gloss film laminate

5 - $30.75 each

10 - $19.75 each

25 - $12.25 each

50 - $9.75 each

75 - $8.95 each

100 - $8.50 each

200 - $8.00 each

45

MERCHANDISING - Strap Sets

AFI will continue producing strap sets for new product launches, refreshes and replenishment orders.

• Before production, AFI will confirm quantities per Distributor

• Distributors can chose to increase their quantities to receive best pricing

• When reorders are requested, these tools will be available at higher prices, depending on quantities ordered

• Orders can be bundled with other Distributors, reducing unit pricing

PRODUCT SIZE

• Width of the product x 9” nominal length

PRODUCT LAYOUT

• Retain the tongue and groove on the product, presenting the edges (i.e. tongue and groove and/or locking features)

• Strap Hole: punch/drill a 1/4” diameter hole in the top left corner, 3/4” from the top and side of each sample

COVER CARD

• Material: 12pt white CIS or equivalent



• Strap Hole: punch/drill a 1/4” diameter hole in the top left corner, 3/4” from the top and side

Product Launch 250 500 750 1,000

Category QTY (2K+) QTY QTY QTY QTY

LVT $21.00 29% 16% 10% 8%

Rigid Core $27.00 23% 13% 8% 6%

Vinyl Sheet $49.00 15% 10% 8% 7%

STRAP MATERIAL

• Material: CW Corp, Style #120; 1” wide x 13” long x 0.05-0.06 thick, black polypropylene webbing (750lb tensile strength), or equivalent

HARDWARE

• Binding Post: McMaster Carr #94887AXXX (XXX is the length) • 18-8 Stainless Steel slotted Low-Profile Binding Post or equivalent. The barrel length will be determined by the overall thickness of the strap set (current posts range from 1/8” to 5 1/4” long)

• Aluminum Low-Profile Binding Post, or equivalent. The barrel length will be determined by the overall thickness of the strap set (current posts range from 1/8” to 6 1/4” long)

• Countersunk Washer: McMaster Carr #98466A009, No. 8, 18-8 Stainless washer, or equivalent

ASSEMBLY

• Before inserting the Binding Post through the samples/cover card, sandwich the strap between the last two samples. This will maintain the strap material edges longer and create a better finished look to the finished assembly.

NOTE: These calculations are based on average pricing models and may vary up or down for a specific Strap Set. AFI will provide actual costs prior to placing order with the Sample Vendor.

46

MERCHANDISING - Strap Sets

LABELING

Option #1 - printing on the front of the sample

• Screen print on the face of the product

- A clear matte flooded area to be printed before printing the text, ensuring proper adhesion to the sample

- Flooded Area Size: 3 1/4” x 1 1/2


- Resilient samples information:

Company Logo

Collection Name

SKU Number

Color

Width

High color/characteristic variation note; These planks have a high level of color and character variation that may not be fully depicted her

• Placement on the sample

- Screen print on the lower right corner of the sample

- Copy to be 1/4” from sample edges

Option #2 - labeling on the back of the sample

• Label Size: 3” x 3”

• Material: Avery label #5196 (white) or equivalent


- Samples information:

Company Logo

Collection Name

SKU Number

Species (Wood only)

Color

Width

• High color/characteristic variation note; These planks have a high level of color and character variation that may not be fully depicted here

• Placement on the sample to be 1/2” above the bottom and centered left-to-right

PACKAGING






• Packing tape: 45mm wide Kraft sealing tape (Shurtape WP-200 Production-Grade reinforced paper tape) or equivalent

• One strap set to packed per carton


47

MERCHANDISING - Tote Boards

AFI will continue producing tote boards for new product launches, refreshes and replenishment orders

• Before production, AFI will confirm quantities per Distributor and adjust accordingly

• Distributor can chose to increase their quantities to receive best pricing

• When reorders are requested, these tools will be available at higher prices, depending on quantities ordered

• Orders can be bundled with other Distributors, reducing unit pricing

Product Launch 250 500 750 1,000

Category QTY (2K+) QTY QTY QTY QTY

18” x 18”

Wood $20.00 10% 4% 2% $20.00

20’ x 27”

LVT $21.00 29% 16% 10% 8%

20” x 27”

Rigid Core $27.00 23% 13% 8% 6%

20’ x 27”

Wood $25.00 16% 5% 2% $25.00

STANDARD TOTE BOARDS CONSTRUCTION

• Natural chip board substrate

• Thickness: 185pt

• Hand Grab: 1” x 4” slot, through the board

• Board to be fully wrapped, both sides

• Material: 10pt Tango paper, coated on one side, with an aqueous coating or #8300 scuff matte film laminate, or equivalents

- Corner Protectors: Curlson Sericur #CE-7267-INN, 1/4” radius nickel plated metal corner, 200pt capacity


- Armstrong Flooring: 4 color build with PMS #2104 (Morado), PMS #Cool Gray 7 (Tungsten) brand colors (can print as spot colors or as 4 color build - CMYK) and black

- Bruce hardwood floors: PMS #186 (Red) brand color, (can print as spot colors or as 4 color build - CMYK) and black


18” x 18” Bruce Hardwood Floors Tote Board

18” x 18” Capella Wood Floors Tote Board

20” x 27” Armstrong Flooring Tote Board

48

FRONT OF TOTE

• Featured SKU, presented like Sample Board, not to exceed 21.5” high and wider than the width of the board. -The sample material must leave a 1/4” of space between the copy and material, to read any printed information at the bottom of the board

• Full product widths in the middle of the sample

• Factory ends (seams) to be a minimum of 5” long

- If more than one seam on a sample, a minimum of 6” between seams is required

• Equal product widths on ends if thinner than a full width.

- Varying widths of the products will vary when creating samples

-Standard designs require less material square footage than designs with high characteristics and color shifting, resulting in different yield calculations

18” x 18” tote material usage; 1.6 sq. ft. to 2.0 sq. ft.

20” x 27” tote material usage; 3.8 sq. ft. to 4.25 sq. ft

MERCHANDISING - Tote Boards

Product Carton 18” x 18” 20” x 27” Category SQ. FT. per Carton per Carton

Rigid Core Vantage 17 N/A 4.5 to 4.0

Rigid Core Vantage 22 N/A 5.8 to 5.2

Solid Wood (3/4”) 20 12.5 to 10.0 5.3 to 4.7

Solid Wood (3/4”) 24 15.0 to 12.0 6.3 to 5.6

Pryzm 21 N/A 5.5 to 4.9

Luxe with FasTak 24 N/A 6.3 to 5.6



Rigid Core Elements 26 N/A 6.8 to 6.1

Luxe with Rigid Core 28 N/A 7.4 to 6.6



Vivero 36 N/A 9.5 to 7.0

REAR OF TOTE

• Depending on the collection, 6-20 SKU’s can be applied, illustrating other color choices (SKU’s)

• ALL product features should remain (i.e. tongue, groove, locking feature(s), etc.), illustrating the product being presented

PACKAGING






• Packing tape: 45mm wide Kraft sealing tape (Shurtape #WP-200 Production-Grade reinforced paper tape) or equivalent

• No more than five samples are to be included in one carton


NOTE: These calculations are based on for the material used on the front of the tote. The material used on the back will vary, due to the number of SKU’s displayed;

• 18” x 18” varies from 6 to 12 SKU’s (colors)

• 20” x 27” varies from 9 to 20 SKU’s (colors)

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Frequently Asked Questions

WHO ARE THESE GUIDELINES FOR?The Standards are being developed for Armstrong Flooring customers (retailers, Distributors), associated agencies (advertising, public relations, graphic design companies) and partners (sponsors, etc.).

The purpose of the Standards is to help us create coherent brand communications, visually and verbally. The Standards balance our collective need to achieve greater brand recognition through a unified approach with the individual need to create appropriate diversity for distinct audiences, territories and channels.

WHAT WILL WE GAIN FROM USING THESE GUIDELINES?You will gain an understanding of the role of brand for Armstrong Flooring, guidance on messaging, and the building blocks (graphic elements) and tools to create on brand communications.

WHY ARE THE GUIDELINES BEING PRODUCED?The Standards are being produced to empower users to confidently communicate Armstrong Flooring brands in a manner that creates alignment between communication touch points, and raises the profile and understanding of Armstrong Flooring brands.

WHEN DO I USE THESE GUIDELINES?The Standards are available today to assist you in how and what you communicate about Armstrong Flooring brands. The Standards cover the ideas and message at the heart of our brands, the graphic building blocks towards creating a visual identity and how these elements are brought together to illustrate brands in action.

HOW CAN I HELP?We can all serve as “Brand Guardians,” helping to steward positive brand adoption by all parties representing Armstrong Flooring brands. With everyone working together we will build confidence and belief in using the brand model and identity systems effectively.

WHAT’S THE DIFFERENCE BETWEEN OUR BRAND PROMISE AND COMPANY MISSION?Our mission is the operational effort required to deliver on our brand promise. Our brand promise is an encapsulation of what people can expect from Armstrong Flooring as a company and set of brands.

CAN I MODIFY THE LOGOS? ARE THERE ANY EXCEPTIONS?Generally, no. Our logos are a valuable asset and any modification of our logos confuses their meaning, diminishes their impact, and is not allowed. Unacceptable modifications include, but are not limited to:• Stretching • Colorizing• Adding graphic effects or elementsThere may be circumstances where we do allow for our logos to be modified for best use. For example: adding movement and dimension to the logo, specifically in videos and motion graphics. These are reviewed on a case-by-case basis. Please contact the Brand Team to discuss options prior to production: [email protected].

CAN I RECREATE THE LOGOS?There are rare occasions when it may be acceptable to render our logo in other mediums, for example, in video/social/events, if it is purposeful and fits the concept (i.e., chalk, clay, icing, line art, marker). Note that you must recreate the logo artwork precisely and submit the creative to the Brand Team to request an exception for the creative execution.

WHAT ARE BEST PRACTICES FOR WRITING ON VOICE?In addition to our Voice Standards for each brand, here are a few more guidelines:• Lead with a solution, rather than a problem.• Treat customers and partners with respect. Talk to them “ like they’re human beings, using conversational language and tone. • Ensure continuity around the larger customer experience.• Keep translations and cultural sensitivities in mind. • Consider starting sentences with what the customer can achieve, such as “You can…” or “Be more productive…”

HOW CAN I BRING HUMOR/WIT INTO MY COMMUNICATION?Avoid using humor for the sake of humor or language that could be perceived as negative, offensive or petty. Consider how our personality traits help create ownable copy/content. Seize opportunities to leverage clever tie-ins with promotions, events, etc. to draw readers into our communications. Use solutions-oriented language that creates empathy around a customer need or problems.

HOW DO I CREATE A TRANSACTIONAL/PURCHASE MESSAGE WITHOUT GOING AGAINST OUR BRAND VOICE?Focus on specific, high-level benefits enabled by our products/solutions. Being both concise and engaging will draw customers into the communication. We strongly recommend making the product name or specific offer the call-to-action.

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F-10199 Armstrong and the Armstrong logo are trademarks of AWI Licensing LLC. All other trademarks are owned by Armstrong Flooring, Inc. or its subsidiaries. © 2018 AFI Licensing LLC.

the brand standards of excellence...• our logo and brand symbols represent the essence of our...

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