Gordon's Brand Standards

BRAND STANDARDS UPDATED SEPTEMBER 2021

TABLE OF CONTENTS 1

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3

2

Brand Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 4

3

Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5

4

Logo Color Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7

5

Fonts and Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8

6

Writing Copy/Tone/Style . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9

7

General Copy Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10

8

Product Image Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11

9

Photography Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 12

10

Product Names and Trademarks . . . . . . . . . . . . . . . . . . . . . . Page 13

11

Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 14 Page 2

1

INTRODUCTION

PROTECTING THE GORDON’S® BRAND

Quality and integrity: they’re promises that Gordon’s® has kept for 100 years.

As a result of this commitment, the name Gordon’s has come to stand for quality products and unwavering integrity. They’re the foundation of the Gordon’s brand, and we believe it’s a brand worth protecting.

Gordon's Brand Standards were developed to ensure that the name Gordon’s will continue to exemplify quality and integrity to our customers, vendors, industry partners, and employee-owners. Think of this as an instruction manual for all Gordon’s communications. These guidelines ensure we deliver a consistent message -- and consistency builds trust.

Adhering to these guidelines is vital to maintaining the Gordon’s brand that we’ve all worked hard to build. If you have any questions at all, please don’t hesitate to contact the PBI-Gordon Marketing and Communications department at 800.821.7925. We’re here to help!

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BRAND STRATEGY

GORDON’S® BRAND STRATEGY

Gordon’s® branding isn’t just a set of rules for using trademark symbols and logos – it’s about communicating with our consumers. By achieving a consistent look, feel, and voice, we build trust with them, and that’s important because our consumers aren’t your typical “big box store” shoppers. They’re much more.

Typical Gordon’s consumers take great pride in their lawns, gardens, and pastures, and they’re serious about the care of their animals. Our consumers shop at farm and home stores, hardware stores, and independent retailers rather than big box stores because they know the advice they get there comes from experts who understand and appreciate how they feel about their properties.

The Gordon’s brand was developed to speak to this audience. Brand characteristics include: j Performance – Products proven to work j Value – Products deliver results that exceed price expectations j Midwest-Made – Gordon’s products are manufactured at one of our Kansas facilities j Integrity – The employee-owners of PBI-Gordon stand behind all Gordon’s products By following the brand guidelines and keeping these characteristics in mind, we’ll continue to effectively reach and serve our consumers.

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LOGO USAGE

LOGO USAGE AND TREATMENT These guidelines help to ensure a strong, consistent Gordon's® brand image so customers can easily identify our product lines featured in your stores.

Gordon’s® and product logos may be used on promotional items such as shirts, coffee mugs, hats, pens, etc. But because specifications vary from item to item, different logos and standards are often necessary for each.

Please contact Callie Pestock at czevecke@pbigordon.com or (816) 460-6250 for advice on getting the most out of your promotion budget while adhering to our brand standards.

Registration Symbols – ™ ®

The registered trademark symbol (®) must be included with the Gordon's logo.

Minimum Size for Print Usage

1"

When used on printed materials, the logo must be at least 1" wide.

Minimum Size for Digital Usage When used digitally, the logo must be at least 50px tall.

50px

3

Staging Area

The logo must have an area of “clear space” that remains free from intrusion by other graphic elements. This staging area is the size of the width of the uppercase “G” within the logo.

Scaling

Always scale logo proportionately.

HINT: To keep images proportionate when adjusting the size, remember to scale from the corner while holding the “Shift” key.

Hold Shift Key

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LOGO COLOR LOGO COLOR TREATMENT These guidelines help to ensure a strong, consistent Gordon's® brand image so customers can easily identify our product lines featured in your stores.

Gordon’s® and product logos may be used on promotional items such as shirts, coffee mugs, hats, pens, etc. But because specifications vary from item to item, different logos and standards are often necessary for each.

Please contact Callie Pestock at czevecke@pbigordon.com or (816) 460-6250 for advice on getting the most out of your promotion budget while adhering to our brand standards.

4 Color Option - Process CMYK

This is the preferred logo color option and should be used anytime four color process (CMYK) is available.

2 Color Option - Spot Color

Use this option when CMYK process is not available.

Uses may include embroidery or specialty items.

BLACK 100% K

PANTONE 1805 C

1 Color Option - Spot Color

This option is only used when one color is mandatory.

Uses may include embroidery or specialty items.

Reversed Logo

Use on black or dark colored backgrounds. Type and rule knocks out. (Black box is shown for background color indication only and is not a containment device or part of the logo.)

Digital Color Options

Use these color options when displaying the Gordon’s® “red” color on the web.

#b81620

R 184 Web safe G 22 #cc0033 B 32

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FONTS AND TYPOGRAPHY FONT RECOMMENDATIONS Main Typeface

Used in headlines and subheads.

The font choice should be a boldweighted, san-serif typeface. We recommend Arial or Helvetica.

If you are unable to access these suggestions, please use one similar in appearance.

Secondary Typefaces

Used in body text, captions, charts, etc. The font choice should be a regular-weighted, sanserif typeface. We recommend Arial or Helvetica. If you cannot access these fonts, please use one similar in appearance.

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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WRITING COPY/ TONE/STYLE THE VOICE OF GORDON’S®

At Gordon’s®, we believe the key to success begins with the kind of honesty and respect you’d expect not only from a partner, but from a friend. This spirit defines the conversational tone of Gordon’s communications. For instance, it’s OK to use contractions like “it’s” instead of “it is.” And it’s OK to start a sentence with “And.” By using the vernacular of our customers, we show them that they’re not talking to a company – they’re talking with the employee-owners of PBI-Gordon.

The starting point and go-to reference for all Gordon’s communications is the Associated Press Stylebook. You’ll find their rules straightforward and universally accepted. But our goal is still to protect and build the Gordon’s brand, so don’t consider AP Stylebook rules as gospel. We’ve listed some common exceptions on the following page, and again, don’t hesitate to call the PBI-Gordon Marketing and Communications department at 800.821.7925 if you have any questions.

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GENERAL COPY RULES GENERAL COPY RULES

Comma in a Series

In a simple series of three or more items, please use a serial comma, sometimes called an Oxford or Harvard comma, to separate the conjunction (both “and” and “or”) if there is any possibility of confusion.

Example: Trimec® kills clover, dandelion, thistle, chickweed, and other broadleaf weeds in turf.

“And” and “&”

Spell out “ and” unless referring to an ampersand (&) in the proper name of a product.

Phone Numbers

Gordon’s® uses the period format rather than parentheses or hyphens.

Example: 800.821.7925

PBI-Gordon Corporation

Although the PBI-Gordon logo uses a forward slash, the name is hyphenated when it appears in text.

State Abbreviations

• Spell out state names when listing three or fewer states • Use two-letter postal abbreviations (KS, MO, CA, FL, etc.) when listing more than three states • If lists of states appear more than once in a document, consistently

spell out or abbreviate the states throughout the document

Time and Date (Use AP style)

Time format

• Use a colon to separate the hour from the minutes, and periods in “a.m.” and “p.m.”

(8:10 a.m.), and it isn’t necessary to include “:00” for the top of the hour (9 a.m.)

Date format

• Abbreviate the month when including the date and year, and separate the

date from the year with a comma: The event occurs on Dec. 25, 2015.

• Spell out the month when including only the month and year, and do not separate the

month and year with a comma: The building will be completed in December 2015.

• Months with five letters or fewer aren’t abbreviated (March, April, May, June, July)

Web URLs

It’s no longer necessary to include www. in internet addresses.

Example: GordonsUSA.com

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PRODUCT IMAGE USAGE PRODUCT IMAGE USAGE We encourage the use and application of our product images, as long as they maintain their original appearance.

These guidelines will help to ensure a strong and consistent Gordon's® brand.

Cropping is a "No-No"

Gordon's® product images should never be cropped

Scaling

Always scale product images proportionately.

HINT: To keep images proportionate when adjusting the size, remember to scale from the corner while holding the “Shift” key.

Hold Shift Key

Product Image Downloads Use only product images from GordonsUSA.com/supportcenter.

To obtain a username and password, please contact your local Gordon’s Sales Representative or call 800.884.3179

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PHOTOGRAPHY USAGE

Lawn and Garden Sky should be blue, not overcast or threatening

PHOTOGRAPHY USAGE Photography used in Gordon’s® materials should accurately represent the brand, so choose images of places and situations where Gordon’s products are used, such as residential lawns, farms, and estates.

Our customers take great pride in their property, and images associated with our products should illustrate the quality and performance of Gordon’s products. Lawns, trees, shrubs, gardens, and pastures should be weed-free and green. Animals should appear healthy and well cared-for. Houses, outbuildings, and barns should be clean and in good condition. The photos on this page are examples of stock images that fit the Gordon’s brand.

Note: Context is everything with photography. There are situations where an image of weeds or an over-grown property are appropriate. But before using images like this, please call the PBIGordon Marketing and Communications department at 800.821.7925 for direction.

Trees and shrubs should be healthy and free of dead leaves and branches Grass should be bright, green, and free of weeds and bare spots

Farm and Home The sky can be dramatic, but not threatening Pastures are clean (no manure) and free of noxious weeds Country style fences are encouraged; No barbed wire

Pond

Water should appear reflective, clean, and free of algae; no animals should be in the pond

On-Animal Animals should appear healthy, groomed, and well-cared for

Pastures are clean (no manure) and free of noxious weeds

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PRODUCT NAMES & TRADEMARKS

PRODUCT NAME GUIDELINES

Product Names

On the first mention of a product in text, use the entire product name as it appears on the product label.

Example: Trimec® Crabgrass Plus Lawn Weed Killer Concentrate dilutes in water. Featuring a 3-way herbicide blend, Trimec kills more than 250 listed broadleaf weeds.

Use the Gordon’s® name with products that aren’t trademarked by Gordon’s.

Example: Gordon’s® Malathion 50% spray controls mosquitoes and other listed garden insects.

TRADEMARK GUIDELINES Trademarks are an important aspect of our identity. They protect our brands from improper use and help ensure they remain distinctive.

Trademark symbols

Registered trademarks are noted with a “circle R,” or ® symbol, and trademarks pending registration are noted with the ™ symbol. The symbol should be superscripted after the product name.

The symbols are not needed with every occurrence of the trademark, but should appear in the headline, and in the first occurrence of the trademark in text on each page.

If the first occurrence in copy appears in a bullet statement, include the trademark symbol where the brand name occurs in all subsequent bullets to improve continuity.

Trademarks are not possessive

A trademark should not be used in possessive form. Usually a simple rewrite will fix it: the incorrect form, “Trimec’s® performance...” becomes “The performance of Trimec®...”

Exception: Gordon’s is always Gordon’s – never Gordon.

Spelling and format must be correct

It is vital to always use the correct spelling and format of the trademark.

Example: Pasture Pro® is correct, whereas PasturePro and Pasture pro are incorrect.

Never abbreviate a trademark.

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PRODUCT NAMES & TRADEMARKS TRADEMARK GUIDELINES

Trademarks are an important aspect of our identity. They protect our brands from improper use and help ensure they remain distinctive.

Identify the formulation

Many of Gordon’s® trademarks have different formulations, be sure to identify throughout your text the entire trademark name. For example, when writing about Trimec® Southern, you need to use the full name – Trimec Southern – in every occurrence to differentiate it from Trimec and Trimec Crabgrass.

Trademark Acknowledgement Statement

Materials should include a listing of all trademarks used in the piece. Trademark symbols should appear with the brands in the statement. When both symbols are used, list the trademarks first, followed by the registered trademarks.

Example: A piece that includes Sedge Stop and Trimec would include this acknowledgement statement:

Sedge Stop™ is a trademark and Trimec® is a registered trademark of PBI-Gordon Corporation.

“Always read and follow label directions” should appear on all materials that include a Gordon’s product.

Logo Registered Trademark Symbol

The registered trademark symbol (®) must be included with the Gordon’s logo.

The logo must be included in the document trademark statement.

Example: Gordon’s® and logo are registered trademarks of PBI-Gordon Corporation.

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CONTACT US

CONTACT INFORMATION For additional information or answers to questions not addressed in these Brand Standards, please contact:

Callie Zevecke Pestock 22701 W 68th Terrace Shawnee, Kansas 66226

Phone: (816) 460-6250 Email: czevecke@pbigordon.com

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22701 W 68th Terrace, Shawnee, Kansas 66226 GordonsUSA.com

Sedge Stop™ is a trademark and Gordon's® and logo, Pasture Pro®, and Trimec® are registered trademarks of PBI-Gordon Corporation Version 3 – 09/2021