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Brand Guidelines

Color PaletteCMYKRGBWebPantone0, 99, 91, 0197, 26, 38#D42E12PMS 485CUse of color for print and digital.All materials for Counter Solutions by Lumbermen’smust utilize the colors below, with black and white. No other colors should be used to promote the Counter Solutions by Lumbermen’s brand.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789FUTURA PTFont TypefaceCounter Solutions by Lumbermen’s Typeface: All marketing material must use the fonts listed below when promoting Counter Solutionsby Lumbermen’s. If access is not available to the fonts listed, variations (if noted below) may be used.SANS-SERIFSERIFPRIMARY SECONDARYABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789MONTSERRATABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789PRATAPlease use this color only as an accent when applicable.CMYKRGBWebPantone80, 49, 16, 2768, 93, 126#445d7ePMS 7700C

Use of LogoThe Counter Solutions by Lumbermen’s logo may not be altered or re-created in any way.STANDARD 2-COLOR LOGO BLACK AND WHITE LOGOREVERSEDWhen placing the logo on an image, color or pattern, it is essential that there is enough contrast between the logo and the background. The logo must not be placed on back-grounds that detract from or compete with the logo.Allow at least a .125” border around the logo. Nothing must overlap or be placed directly adjacent in any direction without the space identified..125” SPACING AROUND LOGO

Marketing Counter Solutions by Lumbermen’sWhen promoting Counter Solutions by Lumbermen’s, please note the guidelines below:While all rules can’t apply in all cases, there are some main image guidelines that should be maintained throughout electronic, print and web material.IMAGESBrand name: Counter Solutions by Lumbermen’s Legal name: Counter Solutions by Lumbermen’s, Inc.• External Communications to customers & vendors• Marketing materials (i.e. brochures, flyers, signs, etc.)• Business cards & stationery, invoices, etc.• Non-legal correspondence• Contracts• Certificates• AgreementsBRAND NAME VS LEGAL NAME• Images should be set and sized correctly. They should not be skewed or stretched in any way to fit the space.• While the key product should be the main focus, lifestyle shots have more feeling and should be used when available.• Any vendor supplied images or logos should directly follow any guidelines the vendor has provided.• Images provided by a builder or designer may require photo credit. When requesting use of images, clarification of credit requirements should be discussed and documented.PRESENTATIONS• Avoid using unnecessary eects in presentations (i.e. fades, zoom in, sparkles, etc.)• Avoid excessive use of clip art and cartoon-like graphics, especially anything animated.• Slides with too much copy are dicult to read. Using images and/or minimal copy is much easier for the audience to digest.• If numbers in charts or graphs are too small they can get lost. Make sure that all graphics are sized so the audience can clearly view them.

Our VoiceThere are distinct messages we want to convey about Counter Solutions by Lumbermen’s through the words we choose.• Employee Owned, with personal investment• Focused on relationships• Part of the communities we work with and in• Committed to doing what’s right (not always what is asked, but what is right)• Flexible• Having staying power/longevity based on strong business practices• Committed to providing an excellent experience for all who encounter usCOPY GUIDELINES• Counter Solutions by Lumbermen’s uses the AP (Associated Press) Style.• Avoid using Serial/Oxford commas. AP’s stance is to omit the serial comma except when it prevents misreading.• Copy should be written in a friendly, warm, personable way without being too casual or dismissive.• Avoid cliché phrases such as:• Reputation of quality• Best in class• SuperiorThere should be things that we can say to differentiate Counter Solutions by Lumbermen’s:• Part of our community for over 60 years• Built on reputation, honest and trustworthy• Driven by empowered Employee Owners• Invested in relationships• Doing the right thing• Committed to providing an excellent experience for all who encounter usCounter Solutions by Lumbermen’s should be described as:

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