The Limited Brand Guidelines - 2016

BRAND BOOK AND GUIDELINES

VERSION 2.0 – FEBRUARY 2016

INTRODUCTION This document is intended to provide guidance around our new Brand Platform and Brand Identity in order to create consistency across all brand touch points. While the core elements of the brand are intended to last many years, certain aspects of this document may be refined and expanded to reflect the brand’s growth and evolution.

2 LOGOS

The artwork, designs, phrases and other works shown herein are the intellectual prooperty of their respective holders. No part of this presentation may be reproduced, published, distributed, stored in a retrieval system, communicated, transmitted or retransmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise.

TABLE OF CONTENTS 1 BRAND PLATFORM

1.1 Vision 1.2 Mission 1.3 Values 1.4 Target Clients: The Sophisticated Professionals 1.5 Brand Promises 1.8 Attributes 1.9 Leading an Unlimited Life 1.10 Brand Story

2 BRAND IDENTITY

2.1 2.2 2.3 2.4

3 VISUAL IDENTITY

3.1 The Limited Name and Logo 3.4 URL Guidelines 3.5 Colors 3.7 Fonts 3.11 Photography

4 BRAND IN USE

4.1 Direct Mail 4.2 E-mail 4.3 E-commerce 4.5 Social Media 4.6 Leading Looks Like 4.7 In Stores 4.10 Corporate Communications

Applying the Brand Attributes Brand Voice Voice vs Tone Know Your Audience

year-to-year, our clients know they can return to The Limited to add new jackets, trousers and skirts. This is an affordable and flexible way to build a wardrobe. And it fosters loyalty.

CORE SUITING

NO L

Other features our clients love are our Exact Stretch® pants and our three trouser silhouettes, designed for comfort and crisp appearance while flattering any shape. But girls just want to have fun, so we constantly mix in the latest styles to keep our clients au courant. They know they can find tops, denim, shorts and accessories to freshen and enhance their core wardrobe each season.

TOPS

1.

BRAND PLATFORM

Our Brand Platform provides an overviewDENIM of the key elements SHORTS TROUSER SILH of our brand positioning, which, in aggregate, define our brand.

The Brand Platform is intended to aid in the understanding of our brand and provide high-level guidance for decision-making about what is “on brand” vs. “off brand”.

4 LOGOS

VISION A statement of our higher calling, our Vision is our reason for being.

It’s why we exist.

OUR VISION The Limited exists to Empower Personal Style and Inspire Possibilities‌ for our Clients, our associates, and our business partners.

Sophisticated Professionals, our target Clients, are intelligent, multi-dimensional women with high standards and confidence in their own sense of style. But they are looking for more. They want to be inspired and reach beyond their comfort zone. They seek a trusted advisor to partner with them in their desire to Lead an Unlimited Life.

Like all our Clients, we are also multi-dimensional individuals, each with our own dreams and aspirations. We are empowered to express our own personal style in how we approach our work.

By living our values, our possibilities for growth and personal development are unlimited.

1.1 VISION

MISSION Our Mission is composed of a number of discrete thoughts, each of which is equally important. These serve as the overall direction — or North Star — for the brand: OUR MISSION We will be the preferred Modern Lifestyle Brand and Trusted Advisor to Sophisticated Professionals everywhere.

Preferred

We will be our Clients’ brand of choice and top-of-mind destination.

Modern is not a style, it’s an approach. It’s how we stay relevant. As a lifestyle brand, we will continue to seek out new products and services, and new ways of engaging with her across any touchpoint.

Trusted Advisor

Being a trusted advisor is about focusing on the relationship, not the transaction; taking a genuine interest in our Clients, understanding their needs, wants, and desires; connecting with them on a personal level; and being credible, reliable, and authentic in our approach to serving them.

These are our target Clients – women who are characterized by lifestyle and attitude, not age, income, or occupation. While each SP is different, they all share a common bond – the desire to Lead an Unlimited Life.

1.2 MISSION

Modern Lifestyle Brand

Sophisticated Professionals Everywhere

VALUES Our Values define our culture. They express what we believe, how we behave, and how we interact with others. They are our code of conduct and guide our actions every day, in every setting.

AT THE LIMITED WE ARE: CLIENT FIRST We are singularly dedicated to our Clients. Our passion to serve them inspires and guides the quality of our relationships, products, and services. And, we believe that the quest to be intimately connected to them requires us to be united with each other.

OPEN We are curious, inclusive, and receptive to new insights and different views. We invite constructive feedback and new ways of doing things. We embrace and adapt to changes in the environment, the expectations of our Clients, and the needs of our business. We are transparent, candid, and fair in all our interactions.

RESOURCEFUL We are inventive, restless, and bold. We value those with a creative and revolutionary spirit.

We encourage breakthrough strategic thinking, while focusing on innovative ways to enhance our day-to-day operations and our Clients’ experience.

OWNERS We are all driven to impact our brand, our people, and our business. With passion and integrity, we are required to ask ourselves “what more can we do” to develop and grow, enhance our Clients’ experience, and deliver brand value and financial results.

COMMUNITY We help each other. We believe that a unified team is unstoppable. We have a family-like commitment to each other and those in need.

1.3 VALUES

TARGET CLIENTS: THE SOPHISTICATED PROFESSIONALS (SPs) Our Target Clients are the women around which we invest our time, resources, and talent to earn their trust, their business, and their loyalty.

SPs are characterized by their attitude and approach to life, their wardrobe, and shopping – not by their age, income, lifestage, or ethnicity.

In their life: SPs are balancing career, family, friends, community, and self. They have a strong sense of self, and are purposeful and passionate in their approach to life.

In their wardrobe: SPs understand the impact clothing has on their day. They build a wardrobe based on modern classic silhouettes, adding pops of color, pattern, and texture to make every look their own. They want clothing that is versatile across the workweek, from day to evening, weekday to weekend, and across seasons. They look to social media and celebrities to understand fashion…but to real women to be inspired.

In their shopping: SPs love to shop – it is “their” time – and they want an easy, inspiring experience. They appreciate informed and personalized assistance that helps them move beyond their comfort zone. They also want more than just deals, and seek out brands they trust for clothing that fits their style, fits well, and fits with their desire to Lead an Unlimited Life.

1.4 OUR TARGET CLIENTS: THE SOPHISTICATED PROFESSIONALS

BRAND PROMISES Our Brand Promises are a set of commitments to our Clients. They provide guidelines for our behaviors and actions, ensuring that we deliver against their desire To Lead an Unlimited Life.

Celebrate Every Form of Fabulous

Invest in You, So You Can Too

Make Polished a Piece of Cake

Embrace Modern, but Tap Into Timeless

Put a Face to the Fashion

Seize the Day, Your Way

1.5 BRAND PROMISES

WE PROMISE TO...

WE PROMISE TO...

WE PROMISE TO...

Celebrate Every Form of Fabulous

Invest in You, So You Can Too

Make Polished a Piece of Cake

Style comes in all shapes and sizes.

We say individuality is the heart of beauty, and we’re here to support the wide range of who you are, and all the things you could be.

Since 1963, we’ve had you in mind with everything we do. You put care into being your best every day – and you deserve a partner that consistently exceeds your expectations. As your trusted advisor, we put care, effort, and plenty of heart into making sure you can count on us every time.

Start with understated go-tos and make them your own with pops of pattern and color. We curate pieces so you can confidently create your own take on sophistication.

Because style should be a lens, not a limit.

TO DO THIS, WE WILL:

TO DO THIS, WE WILL:

TO DO THIS, WE WILL:

• Appeal to a broad spectrum of Clients, each one unique, but all united by a common desire to Lead an Unlimited Life.

• Continuously increase our understanding of our Clients, and proactively identify new ways we can translate this knowledge into action.

• Offer easy and efficient solutions to give each of our Clients the ability to effortlessly win in the way that works best for their goals.

• Demonstrate inclusiveness by what we do and how we do it.

• Exceed our Clients’ stated and anticipated needs, desires, and values, allowing us to build strong connections that lead to long-term trust.

• Inspire our Clients with new ideas and approaches that let them confidently stretch beyond their comfort zone.

• Consistently deliver the products, messages, experiences, and services necessary for our Clients’ success because we will make thoughtful investments in our talent and our infrastructure.

1.6 BRAND PROMISES

WE PROMISE TO...

WE PROMISE TO...

WE PROMISE TO...

Embrace Modern, but Tap Into Timeless

Put a Face to the Fashion

Seize the Day, Your Way

Classic style with a dash of fashionable flair. It’s a recipe that’s always tasteful, and perfectly today.

Style advisors on a first name basis. We’ve all got different whys and ways of shopping.

Whatever yours, you’ll find guidance when you want it, expertise when you need it, and a friendly, personal connection always.

Say hello to a wherever, whenever wardrobe. When you get dressed, it’s a way of prepping yourself for the day you want to have—and versatility is key. Because your life is action-packed. And from day to night, work to play, confidence comes from knowing you’re rocking a style that stands up in any scenario.

TO DO THIS, WE WILL:

TO DO THIS, WE WILL:

TO DO THIS, WE WILL:

• Embrace the best of our heritage in what we do and how we do it.

• Personalize connections with our Clients, making interactions authentic and tailoring our actions to what each one wants to accomplish.

• Leverage guidelines rather than rules to enable our Clients to win the day, every day, in every situation.

• Actively listen to our Clients in order to provide personalized solutions to their unique needs, wants, and desires.

• Deliver versatile approaches and solutions to our Clients that reflect their unique preferences and offer thoughtful possibilities that empower them to make confident decisions.

• Continuously look forward to innovate and grow, adopt best practices, and evolve our approach in order to remain relevant.

1.7 BRAND PROMISES

BRAND ATTRIBUTES Brand attributes help express the personality of the brand across all our touchpoints. Designed to be read both vertically (as three independent lists) and horizontally (as a set of nine “always, yet, never” statements), they define what we are – and equally as importantly – what we are not.

THE LIMITED IS:

1.8 `BRAND ATTRIBUTES

ALWAYS

YET

NEVER

Aspirational

Inviting

Exclusionary

Sophisticated

Stylish

Stuffy

Sexy

Appropriate

Risqué

Confident

Engaging

Arrogant

Modern

Classic

Edgy

Polished

Unexpected

Boring

Purposeful

Inspired

Overdone

Versatile

Effortless

Complicated

Feminine

Strong

Girly

LEADING AN UNLIMITED LIFE Our Clients are driven by a common desire — to Lead an Unlimited Life.

THIS STARTS BY BEING TRUE TO YOU...

• Knowing who you are and what you want in life.

• Living the life you want, and not apologizing for your choices or trade-offs.

• Recognizing that leading is a philosophy, not a title.

...AND THEN FEARLESSLY FOLLOWING YOUR DREAMS • Doing not only what you want to do, but what you are meant to do.

• Living courageously and unapologetically, but strategically; where values are an enabler to success, not a barrier.

• Seeing every goal not as an “if” but a “when.”

• Being a deliberate creator, in your own life and for others.

1.9 LEADING LOGOS AN UNLIMITED LIFE

BRAND STORY Our Brand Story has three distinct functions: 1. To provide an overview of the current environment in which we operate.

2. To identify some of the fundamental beliefs of our muse (who is an aspirational subset of our Sophisticated Professional clients).

3. To explain our brand positioning and promises.

However, rather than being used as a reference item, the Brand Story lays this out in an engaging narrative and is best read from start to finish.

Our Moment.

Our World Has Changed. let us count the wonderful ways...

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

Note: The Brand Story pages are intended to be read in the following order.

Either-Or is out.

And multidimensional is in.

So we can do all our things.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

1.10 BRAND STORY

PURPOSE IS THE NEW POWER.

And there’s never been a better time to be...

Leaders of the Unlimited

And Purpose pairs perfectly with Passion.

LEADERSHIP IS IN THE WAY YOU APPROACH THE EVERY DAY. Setting your own path, and making your way with determination and grace.

Our Muse.

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CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

LEADING by example

BORN AND RAISED IN THE ERA OF INFINITE POSSIBILITIES,

LEADING by seeing possibility

She’s redefining what it means to be the female lead.

LEADING a life of your own design

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1.11 BRAND STORY

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ROCKING A NEW ROLE. WRITING HER OWN SCRIPT. One where she’s free to be...

SOPHISTICATED

&

SELF-EXPRESSIVE

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

FEMININE

&

SEXY

FEARLESS

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1.12 BRAND STORY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

&

SUCCESSFUL

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SHE’S GOT THE CONFIDENCE TO CUT HER OWN CLOTH.

IT’S ABOUT INVESTING IN WHAT MATTERS MOST.

Walk her own walk.

BREAK DOWN THE MYTHS ABOUT WHAT PERFECTION IS AND SKIP THE BALANCING ACT

So she can tip the scales towards satisfaction.

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CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

HER TRICK? Taking HAVING-IT-ALL, And making it TAILOR-FIT.

FRIENDS. CAREER. FAMILY. SELF.

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1.13 BRAND STORY

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BECAUSE WITH HER OWN FORMULA FOR MAKING IT, SHE’S A MASTER AT MAKING IT WORK. All she needs is the right partner in pulling it all together.

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CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

the limited:

Outfitting Your Unlimited Life STYLE COMES IN ALL SHAPES AND SIZES.

Our Offering:

We say individuality is the heart of beauty, and we’re here to support the wide range of who you are, and all the things you could be.

Our pledge to you. We promise to…

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

1.14 BRAND STORY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

SINCE 1963, WE’VE HAD YOU IN MIND WITH EVERYTHING WE DO. You put care into being your best every day and you deserve a partner that consistently exceeds your expectations. As your trusted advisor, we put care, effort, and plenty of heart into making sure you can count on us every time.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

1.15 BRAND STORY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

START WITH UNDERSTATED GO-TOS AND MAKE THEM YOUR OWN WITH POPS OF PATTERN AND COLOR. We curate pieces so you can confidently create your own take on sophistication.

Because style should be a lens, not a limit.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

CLASSIC STYLE WITH A DASH OF FASHIONABLE FLAIR. It’s a recipe that’s always tasteful, and perfectly today.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

1.16 BRAND STORY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

STYLE ADVISORS ON A FIRST NAME BASIS. We’ve all got different whys and ways of shopping. Whatever yours, you’ll find guidance when you want it, expertise when you need it, and a friendly, personal connection always.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

HERE’S TO YOU, LTD.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

YOUR PATH IS YOUR PATH We love that.

From the very beginning we’ve believed that THIS LIFE IS YOURS TO LEAD. SAY HELLO TO A WHEREVER, WHENEVER WARDROBE. When you get dressed, it’s a way of prepping yourself for the day you want to have—and versatility is key. Because your life is actionpacked. And from day to night, work to play, confidence comes from knowing you’re rocking a style that stands up in any scenario.

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

1.17 BRAND STORY

YOU’VE GOT THE CONFIDENCE. And we’ve got the pieces you need to express it.

To build a wardrobe that’s stylishly, undeniably you.

Together we’re ushering in the era of...

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

EMPOWERMENT

ELEGANT

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

SO WOMEN EVERYWHERE CAN LEAD A BEAUTIFULLY UNLIMITED LIFE.

EFFORTLESS

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

1.18 BRAND STORY

CONFIDENTIAL DRAFT – FOR INTERNAL REVIEW ONLY

2.

BRAND IDENTITY Our brand identity is a reflection of who we are and what we stand for, which is expressed through our brand attributes.

Understanding our brand identity helps us engage with our clients in a consistent and brand-right voice and tone throughout all our touchpoints.

1.19 LOGOS

APPLYING THE BRAND ATTRIBUTES The Brand Attributes express the personality of our brand. Use them as a filter to ensure that copy maintains an on-brand voice and tone.

THE LIMITED IS:

ALWAYS

YET

NEVER

Aspirational

Inviting

Exclusionary

Sophisticated

Stylish

Stuffy

Sexy

Appropriate

RisquĂŠ

Confident

Engaging

Arrogant

Modern

Classic

Edgy

Polished

Unexpected

Boring

Purposeful

Inspired

Overdone

Versatile

Effortless

Complicated

Feminine

Strong

Girly

2.1 `BRAND ATTRIBUTES

EXAMPLE 1 THIS: Escape from the everyday in resort-ready styles to wear now (and love later, too).

[Aspirational and inviting] NOT THIS: A departure from everyday wear, our resort styles can be incorporated into your wardrobe now and be admired later in the season as well. [Aspirational yet stuffy]

THE LIMITED BRAND VOICE Brand voice is how we reflect our brand attributes (see page 1.8), or the personality of the brand, through written and verbal communications (both internal and client-facing). Maintaining a consistent voice is instrumental in developing a solid relationship with clients.

A key part of our mission at The Limited is to become a trusted advisor to Sophisticated Professionals (SPs) everywhere (see page 1.4). To that end, our voice should be confident and polished, yet approachable. It should be engaging and informative, but also comfortable and conversational.

Our voice is not that of the teacher-to-student, but rather that of the confident, fashionable friend that you both admire and trust.

2.2 BRAND VOICE

VOICE VS. TONE Tone is subset of a brand’s voice and is used to add specific feeling. Essentially, there is one voice for a brand and many tones that help refine the voice based on audience, situation, and channel.

For example, while our voice remains the same, our tone may become more or less conversational based on the channel.

EXAMPLE 1

EXAMPLE 2

Retail Window:

Social Media:

Voice is confident, polished, and approachable.

Voice is confident, polished, and approachable.

Tone is aspirational.

Tone is light and personal.

2.3 BRAND VOICE – VOICE VS. TONE

KNOW YOUR AUDIENCE Our target audience is the Sophisticated Professional (see page 1.4). Characterized by a determined attitude and purposeful approach to life, an SP may come from any lifestyle, ethnicity, or age group.

To ensure we remain inclusive, it’s important that our copy does not skew too young or too old.

EXAMPLE AVOID: Hey, rock star. Here's a sweater with an unexpected twist.

AVOID: You’ll reach for this charming cardigan time and again.

USE: Ultra soft and flawlessly stylish, this sweater makes for one memorable finish.

GRAMMAR AND PUNCTUATION For customer-facing copy, we generally adhere to AP Stylebook guidelines.

However, we have adopted the Oxford Comma (or Serial Comma) favored by many grammar gurus for added clarity (especially in promotional disclaimers).

EXAMPLE I love my parents, Lady Gaga and Steven Tyler. vs.

I love my parents, Lady Gaga, and Steven Tyler.

Without the Oxford comma, the sentence above could be interpreted as stating that you love your parents, and your parents are Lady Gaga and Steven Tyler.

2.4 BRAND VOICE – KNOW YOUR AUDIENCE

3.

VISUAL IDENTITY Visual identity governs how we express the brand in our communications across all touchpoints. Our visual identity elements – logo, colors, and fonts – reflect the brand’s positioning toward sophisticated modern women, with a nod toward our classic heritage, and contain unexpected elements that enable the brand to stand out in a crowded environment.

2.5 LOGOS

THE LIMITED NAME AND LOGO The horizontal version of the logo should be used on all printed and web material where possible.

The preferred logo color is Neutral Black. However the logo may appear reversed in Bright White or in instances where the brand wants to elevate the experience, in metallic silver (this will vary according to application).

Usage in Copy The Limited name takes on the same font and size as the text that it lives within. Where needed, it can be bolded to add emphasis, but is not required. In instances where copy is set in all caps, The Limited would follow suit.

EXAMPLES Shop The Limited's collection in our online shoppable catalog, filled with the season's best picks in an editorial e-magazine!

Alternate Usage The stacked version of the logo should be used where square compositions are required, for example in social media.

If you do not wish to receive other marketing or promotional emails from The Limited, click here.

IF YOU DO NOT WISH TO RECEIVE OTHER MARKETING OR PROMOTIONAL EMAILS FROM THE LIMITED, CLICK HERE.

3.1 THE LIMITED NAME AND LOGO

THE LIMITED LOGO – SPACING & SIZING Primary Logo Minimum size is 1" wide.

Clear space is equal to the cap height of the letter forms.

1" CAP HEIGHT

Secondary Logo Clear space is equal to the cap height of the letter forms.

Minimum size is .6265"w

.6265"

CAP HEIGHT

3.2 THE LIMITED LOGO – SPACING & SIZING

COLOR AND LOGO USAGE GUIDELINES Examples shown are not all inclusive. Legibility must be maintained, and in most cases the logo must appear in either black or white. In some applications, charcoal, gunmetal, foil, or certain brand-approved or seasonally relevant colors may be used (see page 3.5). Please contact The Limited Marketing Department for approvals outside of these standards.

DO

DO NOT

do not use other colors

3.3 COLOR & LOGO USAGE GUIDELINES

do not use brand colors in hard-to-read combinations

do not stretch logo

URL GUIDELINES TheLimited.com URL is to be used as a unique mark when used in isolation, and when there is adequate space surrounding the mark that it stands by itself, such as packaging and window cling applications.

When used as part of a larger url, context and placement will determine usage.

Examples: TheLimited.com/Careers thelimited.com/careers THELIMITED.COM/CAREERS

Disclaimer Example:

In Copy The use of the URL takes on the same font and size as the text that it lives within. Where needed, it can be bolded to add emphasis, but is not required. In instances where copy is set in all caps, the URL would follow suit.

EXAMPLES

In body of email: Hello Jennifer, To ensure you’re receiving our emails, you should add TheLimited.com to your email address book.

Petite and Tall collections, extended sizes, additional styles and colors are all available at TheLimited.com

Visit TheLimited.com to receive an exclusive offer.

ADDITIONAL STYLES ARE AVAILABLE AT THELIMITED.COM

3.4 URL GUIDELINES

Offer valid September 9-October 14, 2015 in any The Limited store or at TheLimited.com. Discount taken on highest original ticket prices. Exclusions apply. One discount per customer. Not valid on previous purchases, Scandal collection, sale items, the purchase of gift cards, or payment on a The Limited Card™ account. Not combinable with other merchandise promotions, coupons, or offers, or with student, educator, military, or associate discounts.

COLORS Color is an important part of our identity. The brand colors have been selected to appeal to our Sophisticated Professional clients and enhance our brand position.

The color palette is based on strong, sophisticated neutrals (Black, Charcoal, and Gunmetal Grays), softer, elegant accent colors (Blush, Mauve, Mint, Marble, and Taupe), and the use of metallic foils for additional “pop.”

In combination, this color palette provides the brand with a look that’s sophisticated, modern, and feminine, and a great platform (and backdrop) for our products.

Core Colors - these are the foundation of the brand, most often seen in text, logos or backgrounds.

NOIR

CHARCOAL

GUNMETAL/FOIL

PMS neutral black

PMS cool gray 11

PMS cool gray 6

Elevated/Sophisticated Color

Internal/Human Resources Color

Seasonal Colors In addition to the brand color palette, we will continue to incorporate seasonal colors into our marketing and other communications materials, at the discretion of the Marketing and Design teams.

BLUSH

MAUVE

PMS 7604

PMS 500

Secondary/Accent Colors

3.5 COLORS

MINT

MARBLE

TAUPE

MAUVE

PMS 7457

PMS 642

PMS 4985

PMS 500

COLOR USAGE The brand colors are generally applied in certain combinations, primarily consisting of the core colors, and the occasional use of the secondary colors. When applying color to The Limited wordmark, please do so only as specified in this guide.

Guidelines and templates are being developed for internal use (e.g. Powerpoint presentations), and there are certain instances where colors will need to be converted for printing on our internal printers. Please ask the Creative Marketing team for assistance.

Blush PMS 7604 should be reserved for items that call for a higher end and more sophisticated feel. Mauve PMS 500 is our corporate color used for internal presentation templates, human resources and other corporate branding, but can be used in customer facing applications as well.

NOTE: When printing The Limited logo on PMS Cool Gray 11, please use PMS Cool Gray 3 (instead of PMS Cool Gray 6) for increased legibility.

CORE COLOR PALETTE PANTONE

COATED NOIR PMS neutral black CHARCOAL PMS cool gray 11 GUNMETAL PMS cool gray 6

RGB

HEX

UNCOATED

C 72 M 66 Y 65 K 72

C 64 M 59 Y 60 K 41

R 34 G 34 B 34

222222

C 44 M 34 Y 22 K 77

C 30 M 17 Y 8 K 51

R 83 G 86 B 90

53565A

C 16 M 11 Y 11 K 27

C 19 M 11 Y 11 K 28

R 167 G 168 B 170

A7A8AA

GUNMETAL (FOIL): specific foil varies according to vendor and application C 0 M 8 Y 5 K 4

C 0 M 8 Y 4 K 2

R 228 G 213 B 211

E4D5D3

MINT PMS 7457

C 18 M 0 Y 5 K 0

C 16 M 0 Y 5 K 0

R 187 G 221 B 230

BBODE6

MARBLE PMS 642

C 13 M 2 Y 1 K 1

C 14 M 3 Y 2 K 0

R 209 G 221 B 230

D1DDE6

TAUPE PMS 4985

C 22 M 74 Y 38 K 47

C 39 M 60 Y 46 K 5

R 135 G 75 B 82

874B52

C 6 M 50 Y 21 K 14

C 5 M 43 Y 18 K 14

R 198 G 133 B 143

C6858F

BLUSH PMS 7604 ELEVATED USAGE

MAUVE PMS 500 PRIMARY INTERNAL COLOR

3.6 COLOR USAGE

CMYK

FONTS Fonts are the visual style of our language, helping us to express the brand in words and text. Like our other Brand Identity elements, our primary brand fonts of Platform (sans serif) and Miller (serif) reflect our “modern classic” brand positioning, while Minerva enables a visual “pop” for more eye-catching appeal. In combination, they offer a versatile framework to create communications that are purposeful, stylish, and engaging to our clients.

ROCKING the new ROLE, UNLIMITED P O S S I B I L I T I E S writing her own script.

FEARLESSLY FEMININE

PURPOSE I S TH E N E W POWER And purpose pairs perfectly with passion.

Leadership is in the way you approach the everyday. Setting your own path, and making your way with grace.

She’s got the confidence to cut her own cloth.

WALK HER OWN WALK. Break down the myths about what perfection is and skip the balancing act.

So she can tip the scales towards satisfaction.

I T ’ S A B O U T I N V E S T I N G I N W H AT M AT T E R S

3.7 FONTS

YOUR PATH IS YOUR PATH & WE LOVE THAT

This life is yours to lead. And we’re here to help you do it. To inspire you with the possibilities. To wardrobe you with confidence that works from the outside, in. And to usher in the era of elegant, effortless, empowerment.

GET THE LOOK >

FONTS - PRINT Sans Serif Fonts

PLATFORM Headlines, subheads, and callouts.

Serif Fonts

MINERVA MODERN Headlines, subheads, and body copy

Note: Avoid using as body copy.

MILLER DISPLAY Headlines

MILLER TEXT Headlines and body copy

Note: Avoid using numbers.

Note: Avoid using numbers.

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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

PLATFORM LIGHT

MINERVA MODERN REGULAR

MILLER DISPLAY LIGHT

MILLER TEXT ROMAN

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

PLATFORM REGULAR

MINERVA MODERN BOLD

MILLER DISPLAY SEMIBOLD

MILLER TEXT BOLD

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

PLATFORM MEDIUM

MINERVA MODERN ITALIC

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

PLATFORM BOLD

MINERVA MODERN BOLD ITALIC

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ PLATFORM LIGHT ITALIC

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

ITC MODERN 216 BT When using numbers in a serif font, use ITC Modern 216 BT family 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ MILLER TEXT BOLD ITALIC

1234567890 ITC MODERN 216 BT MEDIUM

1234567890 ITC MODERN 216 BT BOLD

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890 ITC MODERN 216 BT LIGHT ITALIC

PLATFORM MEDIUM ITALIC

1234567890

PLATFORM BOLD ITALIC

MILLER TEXT ITALIC

ITC MODERN 216 BT LIGHT

PLATFORM REGULAR ITALIC

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

ITC MODERN 216 BT MEDIUM ITALIC

1234567890 ITC MODERN 216 BT BOLD ITALIC

NOTE: All examples above are shown in 9 PT text.

3.8 FONTS

FONTS – WEB Sans Serif Font

Serif Font

AVENIR

ITC MODERN 216 BT

Headlines, subheads, body copy, and callouts.

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

AVENIR LIGHT

AVENIR HEAVY

ITC MODERN 216 BT LIGHT

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUV WXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

AVENIR LIGHT OBLIQUE

AVENIR HEAVY OBLIQUE

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ ITC MODERN 216 BT LIGHT ITALIC

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUV WX Y Z

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

AVENIR BOOK

AVENIR BLACK

ITC MODERN 216 BT MEDIUM

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUV WXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuv wxyz123456789 ABCDEFGHIJKLMNOPQRSTUV WX Y Z

AVENIR BLACK OBLIQUE

AVENIR BOOK OBLIQUE

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

ITC MODERN 216 BT MEDIUM ITALIC

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

AVENIR MEDIUM

ITC MODERN 216 BT BOLD

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

AVENIR MEDIUM OBLIQUE

ITC MODERN 216 BT BOLD ITALIC

NOTE: Web may use Platform, Miller, or Minerva as long as the text is created as an image (Use for headlines/subheads). All examples above are shown in 9 PT text.

3.9 FONTS

FONTS – INTERNAL COMMUNICATIONS Sans Serif Font

Serif Font

COOPER HEWITT (COO HEW)

CENTURY SCHOOLBOOK

Headlines, subheads, body copy, and callouts.

Headlines, subheads, and body copy.

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

COO HEW MEDIUM

CENTURY SCHOOLBOOK REGULAR

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ COO HEW MEDIUM ITALIC

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ CENTURY SCHOOLBOOK ITALIC

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

COO HEW BOLD

CENTURY SCHOOLBOOK BOLD

abcdefghijklmnopqrstuvwxyz123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

COO HEW BOLD ITALIC

CENTURY SCHOOLBOOK BOLD ITALIC

NOTE: All examples above are shown in 9 PT text.

3.10 FONTS

PHOTOGRAPHY From on-model to flat fashion photography, our images should inspire SPs as they lead an unlimited life. Continue to use the brand attributes as a filter and brand promises as guidelines throughout the photography process so that our images remain on-brand.

3.11 PHOTOGRAPHY

ON-MODEL GUIDELINES - WHO SHE IS When selecting our models, regardless of end use, we should always use the filter of our Brand Attributes (p. 1.14) and Celebrate Every Form of Fabulous within the guidelines of our attributes. Try to select a variety of hair colors and lengths, ethnicities and skin tones, and body shapes and proportions.

Not only does the model reflect our attributes, but her expression, mannerisms, poses and styling should all follow the guidelines set by the attributes and values.

SHE IS: sophisticated sexy confident polished modern

3.12 PHOTOGRAPHY – ON-MODEL GUIDELINES

ON-MODEL GUIDELINES - WHO SHE IS NOT Just as important as remembering who she is, and how she and the clothing look, is remembering who she is not.

SHE IS NOT: risquĂŠ exclusionary boring overdone girly edgy

3.13 PHOTOGRAPHY – ON-MODEL GUIDELINES

Although general guidelines are set, it's important to note that photography is subjective and creative... the guidelines are not meant to be prescriptive.

Please see separate Photography Style Guide for more detailed direction on styling, posing, lighting, cropping and model specifications if needed, or contact The Limited Marketing department with questions.

FLAT FASHION PHOTOGRAPHY Flat photography is used to enhance the experience and communication of our email, website, social media, signage, and direct mail. Layout may vary according to usage, but as always, our attributes should be considered when selecting product and styling the shot, and communication should be clear.

WE MAY COMMUNICATE:

A story the SP will connect with

Richness and texture

Color, pattern, and breadth of offering

Always keep in mind the end use of the image and what we are communicating.

It may be texture, color & pattern, leg shape, breadth of offering, or a story.

These, combined with our attributes, will help drive successful creative.

These examples are not all-inclusive, we may communicate many concepts in any given season.

Please see separate Photography Style Guide for more detailed direction on styling, lighting and cropping or contact The Limited Marketing department with questions.

3.14 PHOTOGRAPHY – FLAT FASHION PHOTOGRAPHY

Outfitting

Elegance, sophistication, and finishing touches

FLAT FASHION PHOTOGRAPHY We want our flat photography to look put together, but not stiff... fluid with movement, but not messy. Styling should be aspirational yet natural, not forced.

IT IS NOT

Sloppy

Just as importantly, we need to ask ourselves if the shot clearly communicates what we need it to.

The most beautiful shot will fall flat if it doesn't make sense in application.

Stiff

Overly styled (to the point of losing product focus)

3.15 PHOTOGRAPHY – FLAT FASHION PHOTOGRAPHY

4.

BRAND IN USE These examples from our various touchpoints are an embodiment of our brand and visual identity and serve as guidelines.

BRAND IN USE Direct Mail

HAPPY BIRTHDAY TO YOU May you seize the day your way.

(And look beautiful doing it!)

E N J OY

$20 OFF

PRESORT FIRST CLASS U.S. POSTAGE PAID

HAPPY BIRTHDAY

YO U R N E X T P U RC H A S E

Columbus, Ohio Permit No. 1213

As our gift, please enjoy

15 OFF

$

your purchase with The Limited Card™ Oct 1-31.* Save $25 when you spend over $75.

Offer valid in-store and online for $15 off a purchase made using The Limited Card, subject to credit approval. Additional $10 offer valid only with a minimum pre-tax purchase of $75. Cannot be combined with other coupons. May not be used with associate discount.

Cannot be applied to previous purchases, used as payment on The Limited Card or used to purchase gift cards. Remaining coupon value after purchase cannot be redeemed for cash or credit. If you return a portion of your purchase, a portion of the discount will be lost. No reproductions will be accepted. For in-store purchases, coupon must be surrendered at time of purchase. For online purchases, enter promo code below during checkout. Minimum pre-tax total online must be at least $15 to receive discount. Code may be used only once. In the event of technical issues, we reserve the right to suspend online redemption of this promotion. *Offer may be used up to five days past the last day of the month.

Valid October 1-31, 2015 Ring Code: 705

A1

4.1 BRAND IN USE

LTD101501 Promo Code: 00000000705

Postmaster Please Deliver September 26-30, 2015

BRAND IN USE E-mail

4.2 BRAND IN USE

BRAND IN USE E-Commerce - Website

4.3 BRAND IN USE

PMS 7604 ink coverage on outside of envelope Cool Gray 11

glue on inside of flap

BRAND IN USE E-Commerce - Packaging/Mailing

The possibilities are unlimited.

WARNING: To avoid danger of suffocation, keep this plastic bag away from babies and children.

Do not use this bag in cribs, beds, carriages or play pens. This bag is not a toy. This bag is 100% recyclable.

SERVICE:

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STYLE

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In a hurry? at TheLim here to support your desire to live an unlimited life. easy it is how store. See into one ES er you fall LES & SIZ editor pe. Wheth Be a fashion along and post your product reviews at TheLimited.com.

ONLINE STY size and sha and Talls, EXCLUSIVE , Petites e is every We’d love to m. your thoughts, or see pictures of how you wear sizes 00-18 .cohear women com Amazing n, you’ll find TheLimited colors at The Limited. Share your style using #TheLimited. combinatio a and or les ge sty size ran exclusive and fits t pan with all our Call us at 877-LTD-1963 (877-583-1963) or email us at chase customerservice@TheLimited.com.

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4.4 BRAND IN USE

BRAND IN USE Social Media

4.5 BRAND IN USE

BRAND IN USE The New Look of Leadership

4.6 BRAND IN USE

BRAND IN USE In Stores - Environmental

35416

KEEP A SUNNY OUTLOOK

4.7 BRAND IN USE

35416

BRAND IN USE In Stores - Credit & Gift Card program

THE LIMITED CARD YOU REQUESTED IS HERE TM

Start using your new card immediately.

Earn the shopping rewards* you deserve and enjoy every convenience of being JOIN THE CONVERSATION. a cardholder.

THE LIMITED CORE CARD (front)

SET A TONE FOR EVERY DAY THAT’S FROM EVERYDAY Size: 3.375”W X 2.125” H (.125”FAR rounded corners) THE LIMITED PREMIER CARD (front)

SHARE YOUR STYLE. Size: 3.375”W X 2.125” H (.125” rounded corners) GET INSPIRED BY WHAT INSPIRES US.

Open a The Limited Credit card*

Start using today your new andcard takeimmediately.

15% off yourEarn firstthe shopping rewards* you deserve and enjoy every convenience of being a cardholder.

purchase with the card.

A $15 REWARD* for every 300Enjoy points earned The offers.

Limited Card.TM instant savings.with Exclusive Points EVENTS for your every purchase.

DOUBLE POINTS to earn points, and rewards, even faster.

base card

CARDHOLDER EVENTS exclusive promotions and special offers.

A BIRTHDAY GIFT during the month of your birthday.

CARDHOLDER SINCE

CARDHOLDER SINCE

FREE HEM SERVICE on pants**purchased with The Limited Card.TM

*Subject to credit approval. The Limited Rewards Program is provided by The Limited, which is solely responsible for the program operation. The Limited may change or discontinue the program at any time. One point is earned for every $1 spent on The Limited Card™. Points will be lost If you return a portion of your purchase. You will lose any accumulated points if your account is inactive (no purchases made) for twelve consecutive months. The Limited reserves the right to void points if any person(s) have wrongfully earned points via deception, forgery, or other abuses of The Limited Rewards Program. **Excludes markdowns. Excludes Outlet stores.

option 1:

Ground PMS 7604

SET Matte A TONE finish is Satin

option 1:

Ground PMS Cool Gray 11

FOR EVERY DAY THAT’S FAR FROM EVERYDAY. SHOPPING. finish is SatinHAPPY Matte

THE LIMITED logo and PREMIER is Crown 9200 foil

THE LIMITED logo is PMS cool gray 3

embossed numbers are Silver

USE THE LIMITED CARDHOLDER SINCE is printed in cool gray CARD 11

embossed numbers are Silver

FOR

THE LIMITED CARD CARDHOLDERUSE SINCE is knockout of white

50 OFF

FOR

50 OFF

%

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A TOP

A PANT OR A SKIRT

In Stores and Online

In Stores and Online

Exclusions apply. See reverse for details.

Exclusions apply. See reverse for details.

OFFER VALID XX/XX/XXXX–XX/XX/XXX THE LIMITED PREMIER CARD (back) PROMO CODE: XXX Size: 3.375”W X 2.125” H (.125” rounded corners)

OFFER VALID XX/XX/XXXX–XX/XX/XXX THE LIMITED PROMO CODE: XXXCORE CARD (back)

4.8 BRAND IN USE

Size: 3.375”W X 2.125” H (.125” rounded corners)

perf

THE LIMITED CARD

TM

THE POSSIBILITIES ARE UNLIMITED

BRAND IN USE In Stores - Packaging

4.9 BRAND IN USE

BRAND IN USE

AGENDA INSERT NAME OF MEETING HERE Date:

Corporate Communications

Time:

Location:

Dial-in Number:

Owner: Invited Attendees:

Facilitator:

Note Taker:

Objective:

Internal Powerpoint Template

2016 Brand Template

Internal Powerpoint Template

OWNER/ FACILITATOR

TIME

TOPIC

Insert time here

Insert Topic Here • Insert sub topic here •

Insert name here

Insert time here

Insert Topic Here • Insert sub topic here •

Insert name here

Insert time here

Insert Topic Here • Insert sub topic here •

Insert name here

Insert time here

Insert Topic Here • Insert sub topic here •

Insert name here

Insert time here

Insert Topic Here • Insert sub topic here •

Insert name here

Insert time here

Insert Topic Here • Insert sub topic here •

Insert time here

Insert Topic Here • Insert sub topic here •

Insert time here

Insert Topic Here • Insert sub topic here •

Insert time here

Insert Topic Here • Insert sub topic here •

Insert name here

RECAP & ACTION ITEMS

INSERT NAME OF MEETING HERE Date: Insert name here MEETING RECAP

Time:

Insert name Insert Meeting Notes/Summary Here here Insert name here

§ Leading looks like you § And you

1

4.10 BRAND IN USE

ACTION ITEMS

WHO/WHEN

Insert Item here • Insert sub item here

Insert name, timing here

Insert Item here • Insert sub item here

Insert name, timing here

Insert Item here • Insert sub item here

Insert name, timing here

Insert Item here • Insert sub item here

Insert name, timing here

Insert Item here • Insert sub item here

Insert name, timing here

Insert Item here • Insert sub item here

Insert name, timing here

Creative license may need to be applied when designing for a specific or unusual format.

When in doubt, please contact The Limited marketing team at marketing@thelimited.com.

VERSION 2.0, FEBRUARY 2016