Brand Standarrs guide by mercadeo corporativo

BRAND STANDARDS GUIDE V.2

>TABLE OF CONTENTS

1.0 EQUIFAX BRAND INTRODUCTION

2.0 BRAND STANDARDS & GUIDELINES

3.0 EXAMPLES

1.1 1.1a 1.2 1.2a 1.3 1.3a 1.3b 1.3c 1.3d 1.4

2.1 2.1a 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12

The Purpose of Brand Brand Touchpoints The Equifax Brand Tagline Brand Architecture Consumer Information Solutions Commercial Information Solutions Personal Information Solutions Workforce Solutions Equifax Brand Identity

Brand Architecture Standards Brand Architecture Examples Brand Identity - Logo Logo Standards Logo Presentation & Sizing Standards Incorrect Logo Usage Standards Tagline Standards Color Palette Typography Standards Trademark & Copyright Standards

Business Card Letterhead Fax Transmittal Cover Envelopes & Labels Presentations Trade Shows & Exhibits Collateral Email Blast Customer Newsletter Direct Mail Print Ad The Internet

General Contact Information

May 12, 2008

1.0 EQUIFAX BRAND INTRODUCTION

>EQUIFAX BRAND INTRODUCTION

1.1

THE PURPOSE OF BRAND

A powerful brand can be one of a company's most valuable assets. A brand creates and leverages an expectation of value, while establishing a point of differentiation from competition. A successful brand delivers on its brand promise, a distinct and defendable promise of value that differentiates a company from its competition.

This advertisement is a testament to the power and value proposition of a brand. A powerful brand creates an emotional connection and perception in one's mind while associating brand attributes and competitive preference.

May 12, 2008

>EQUIFAX BRAND INTRODUCTION

A strong brand integrates into every aspect of a company's business. This integration builds brand awareness and perception while creating a positive experience for customers, key stakeholders and employees.

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BRAND TOUCHPOINTS COMMUNITY AFFAIRS

1.1a

Brand

EMAIL SIGNATURES

HR RECRUITIMENT

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Each touchpoint is an opportunity to strengthen and communicate the brand internally and externally.

May 12, 2008

>EQUIFAX BRAND INTRODUCTION

1.2

THE EQUIFAX BRAND

Equifax is the master brand that defines our promise of value as an organization. All solutions—and the services and product offerings that comprise them—define and support this promise of value. The Equifax brand promise empowers us to: 1) maintain and expand beyond our core credit offering; 2) support our growth strategy; 3) focus on customers; and 4) innovate with new types of information and solutions. Equifax Positioning Statement: The positioning statement communicates the unique values that distinguish us from the competition. “Empower” and “trust” are the core attributes which truly exemplify the foundation of our business.

May 12, 2008

“Equifax empowers customers with information they can trust.”

>EQUIFAX BRAND INTRODUCTION

1.2a

TAGLINE

The tagline "Inform > Enrich > Empower" is the Equifax brand's promise of value expressed in its simplest form. These three words comprise the basis for explaining what we offer our customers and the value they can expect to receive - regardless of which area of our business they are engaged. Inform > Enrich > Empower is grounded in the three pillars of our offering: Data, Analytics & Insights and Technology. - Data is the proprietary information at the core of everything our business offers. - Analytics & Insights are delivered through the expertise of our people who enrich information through interpretation and indepth analysis. - Technology enables customers to access, integrate and/or utilize the information we provide Our products and services inform our customers, enrich their decision making, and empower them to achieve their goals. This is the Equifax brand promise of value.

May 12, 2008

INFORM

ENRICH

EMPOWER

INFORM

ENRICH

EMPOWER

INFORM

ENRICH

EMPOWER

>EQUIFAX BRAND INTRODUCTION

1.3

BRAND ARCHITECTURE

Brand Architecture is the composition, relationships, and framework that define an organization's offering of product, service, and value to its external marketplace. Our architecture provides a consistent structure for Equifax to communicate its core solutions, services and product offerings which comprise our integrated solution selling platform.

Consumer Information Solutions

Commercial Information Solutions

Personal Information Solutions

Workforce Solutions

Brand Architecture for Equifax allows us to: - Position Equifax from a customer perspective, not our organizational structure - Focus investment in our global Equifax brand - Support our growth strategy of solution selling and innovation - Position us as â&#x20AC;&#x153;one Equifaxâ&#x20AC;? to better compete across markets.

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The Equifax brand is comprised of four main solutions. These define the framework of how we go to market across the entire organization and how we communicate our brand offering.

>EQUIFAX BRAND INTRODUCTION

1.3a CONSUMER INFORMATION SOLUTIONS Consumer Information Solutions represents all services and product offerings that Equifax brings to market pertaining to consumer-based information marketed to businesses.

Consumer Information Solutions

Solution Services Risk

Product Offerings

Account Opening & Loan Origination Account/ Portfolio Management

Marketing

Fraud

Acquisition

Identity Management

Cross-Sell/UpSell

Prevention

Retention

Industry Specific

Data Management Database Management Integration

Data Collection & Recovery

Compliance Industry Specific

May 12, 2008

Industry Specific

Analytics & Strategy

>EQUIFAX BRAND INTRODUCTION

1.3a CONSUMER INFORMATION SOLUTIONS - SALES STRUCTURE

Consumer Information Solutions

Strategic Account Services

Regional Account Services

Mortgage Services

Marketing Services

Formerly CMS DMS

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Inside Sales

Channel Partners

Technology Services

Formerly Enabling Technologies

Analytical Services

Formerly Predictive Sciences

>EQUIFAX BRAND INTRODUCTION

1.3b

COMMERCIAL INFORMATION SOLUTIONS

Commercial Information Solutions represents all services and product offerings that Equifax brings to market providing business intelligence and information to our commercial customers.

Commercial Information Solutions

Solution Services Risk

Product Offerings

Account Opening & Loan Origination

Fraud

Acquisition

Identity Management

Hygiene

Prevention & Protection

Aggregation

Cross-Sell/UpSell Portfolio Management

Collection & Recovery

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Marketing

Retention

Data Management

Integration

>EQUIFAX BRAND INTRODUCTION

1.3b COMMERCIAL INFORMATION SOLUTIONS - SALES STRUCTURE

Commercial Information Solutions

Strategic Account Services

Regional Account Services

Marketing Services

Inside Sales

Formerly Predictive Sciences

May 12, 2008

Data Management Services

Analytical Services

Formerly Austin-Tetra

>EQUIFAX BRAND INTRODUCTION

1.3c

PERSONAL INFORMATION SOLUTIONS

Personal Information Solutions represents all services and offerings Equifax brings to market helping consumers manage their financial health and protect their identities.

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>EQUIFAX BRAND INTRODUCTION

1.3d WORKFORCE SOLUTIONS Workforce Solutions represents all services and product offerings brought to market by TALX for HR and financial professionals in need of help with payroll, tax issues and employment verification services.

Workforce Solutions

Workforce Solutions Messaging Guidelines: Pay Reporting

Compliance

Hiring

- In "Workforce Solutions" descriptions, reference as “Equifax Workforce Solutions, provided by TALX”.

Electronic Time Entry

Employment & Income Verification

Paperless New Hires

- When referring to the traditional TALX HR/Payroll/Tax markets, reference as “TALX, provider of Equifax Workforce Solutions”.

Paperless Pay

I-9 Management

Assessments & Talent Management

W-2 Management

Unemployment Tax Management

Tax Credits and Incentives

- All external, corporate references to "TALX" should now be "Workforce Solutions".

May 12, 2008

>EQUIFAX BRAND INTRODUCTION

1.4

EQUIFAX BRAND IDENTITY

Brand Identity is the visual and verbal expression of a brand. Brand identity represents consistent messaging and tonality, correct logo usage, colors and typography. All of these factors increase brand recognition, awareness and builds perception.

----------------------------

In order to sustain a strong brand identity you must adhere to distinct and consistent look and feel. Equifax Brand Identity is comprised of four main components:

----------------------------

Equifax Logo Equifax Tagline Color Palette Typography

----------------------------

Helvetica Neue Helvetica Neue Light Condensed Palatino Linotype

May 12, 2008

> 2.0 BRAND STANDARDS & GUIDELINES All employees, partners and vendors of Equifax are required to use approved brand standards and guidelines for any type of communications both internally and externally. By accurately following these standards you are protecting the integrity and equity of the Equifax brand.

>BRAND STANDARDS & GUIDELINES

2.1

BRAND ARCHITECTURE STANDARDS LEVEL 1

Brand Architecture is the framework used for all external, go-to-market presentation of the brand. Level 1: Any mention of the brand needs to reference "Equifax". Level 2: Only the four main solution names can be used beside the Equifax logo. Equifax Solutions: - Consumer Information Solutions - Commercial Information Solutions - Personal Information Solutions

Consumer Information Solutions

Commercial Information Solutions

Personal Information Solutions

- Workforce Solutions Equifax Solution Guidelines - Business Unit names (example, U.S. Consumer Information Services (USCIS), etc.) are internal and should not be used externally in place of Level 2 solution names. - When using a solution name you must always use it with the Equifax name. - No service or product names can be used with the Equifax logo, but may be used with the Equifax name in a line of text.

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LEVEL 2

Workforce Solutions

>BRAND STANDARDS & GUIDELINES

2.1a

BRAND ARCHITECTURE EXAMPLES COLLATERAL Old Version

BUSINESS CARDS

Equifax Predictive Sciences

Incorrect

Providing Industry-Leading Analysis and Consulting Services That Empower You to Make Sound Business Decisions

Correct NORTH AMERICA COMMERCIAL SOLUTIONS

COMMERCIAL INFORMATION SOLUTIONS

John Doe Vice President Austin-Tetra

John Doe Vice President Data Management Services

6333 North Highway 161, Suite 100 Irving, Texas 75038 Phone: 972.756.8100 Fax: 972.756.8111 john.doe@equifax.com

New Version

LOGO AND SOLUTIONS USAGE Incorrect

DATABASE SOLUTIONS

Correct

COMMERCIAL INFORMATION SOLUTIONS

May 12, 2008

>BRAND STANDARDS & GUIDELINES

2.2

BRAND IDENTITY - LOGO

The Equifax logo serves as the ONLY signature and identifying mark of our brand. The logo is the only word mark which embodies, represents and reinforces the Equifax brand. As the company's only distinguished trademark, the logo needs to be protected and used appropriately.

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>BRAND STANDARDS & GUIDELINES

2.3

LOGO STANDARDS

The logo is rendered in custom, italic, sans serif letters designed to convey a powerful, dynamic corporation. Visual devices, such as the large capital letter “E,” the truncated “QU” relationship and the linked “AX,” combine to draw attention to the logo. The logo must never be redrawn, repositioned or altered in any way. It must not be used to form a unique word as in “EQUIGuide,” nor as an element within text such as “Use for all your information needs.” Communicative integrity and legal protection of the logo are lost when variations on the logo occur. - The logo should always appear in the upper left hand side of the page for any Equifax branded materials. - Any exceptions to these standards need to be cleared with corporate before being produced.

May 12, 2008

registered trademark symbol

Logo

The Equifax logo should always be shown with the registered trademark symbol as one complete wordmark.

>BRAND STANDARDS & GUIDELINES

2.4

LOGO PRESENTATION & SIZING STANDARDS

Equifax logo presentation is enhanced by maintaining a small clear area, with nothing but space surrounding the logo. Potential confusion and loss of distinction occur when anything appears too close to the logo. Therefore, a minimum distance must be maintained around all sides of the logo (including the descriptor when used). This area is the “integrity zone” and must remain clear of typography, rules, pictures, symbols, page trim, relief, folds and other visible images. The integrity zone is an invisible area and would never print with the dotted lines as shown. Example 1 demonstrates the integrity zone for the logo. When strategic descriptors are used, the integrity zone extends to encompass them as shown in Example 2.

EXAMPLE 1

E Integrity Zone

E ½E EXAMPLE 2 E

The integrity zone is proportionally related to the logo, based upon the height of the capital “E” in the Equifax logo. The areas shown are absolute minimums. CONSUMER INFORMATION SOLUTIONS

To maintain logo display consistency, the recommended logo width is 1½ inches for most print applications. For large cover applications, such as binders and folders, the recommended size is 2½ inches. Business cards and letterhead display a logo of 11/8 inches (see Business Card and Letterhead sections).

May 12, 2008

Preferred size - mostly used for printed materials 1 ½”

Mostly used for business cards & letterheads 11/8”

>BRAND STANDARDS & GUIDELINES

2.5

INCORRECT LOGO USAGE

Do Not Alter the slant of the logo or reshape it in any way.

Do Not Use the Equifax logo in text or headline copy.

Do Not Add any three-dimensional effects, such as a drop shadow, to the logo.

Do Not Connect descriptors with the logo any way other than what is shown on page 4 of this guide.

Do Not Use a gradient screen on the logo.

Do Not Attempt to create the Equifax logo with type. Always use an image file â&#x20AC;&#x201D; not the Equifax true type font.

Do Not Change the letter or symbol spacing of the Equifax logo.

Do Not Present the logo in any color other than PMS 201C, PMS 410C, black or white (reversed).

Do Not Use the Equifax logo at sizes other than those recommended in this manual.

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All copy with

must

Information Services

EQUIFAX

>BRAND STANDARDS & GUIDELINES

2.6

TAGLINE STANDARDS

Use an inegrity zone around the logo 2 times the height or width of the ‘M’ in EMPOWER.

INFORM

ENRICH

M M EMPOWER MM

Inform Enrich Empower is the only tagline approved for use with the Equifax brand. - Tagline can only be used when the Equifax logo is used. - Tagline can only be used as an art graphic. *To download the approved logo, go to Equifax Intranet and click on Brand Central - Tagline placement always appears on the bottom right hand side of communications. Minimum allowed printed size is 1.75 inches.

May 12, 2008

POCKET FOLDER EXAMPLE

>BRAND STANDARDS & GUIDELINES

2.7

BRAND IDENTITY STANDARDS - COLOR PALETTE Equifax Red PANTONE: 201 C RGB: 152 30 50 CMYK: 7 100 65 32 HEX: #981E32

The brand core color palette is made up of Equifax Red (PMS 201C) and Warm Gray (PMS 410C). Equifax Red (PMS 201C) Usage

Equifax Gray (PMS 410C) Usage

Equifax Red (PMS 201C) is the primary color that represents the brand identity of Equifax and the Equifax logo. It is important that no other shades or tones of red be used as an alternative for Equifax Red. The color of the Equifax logo should always appear in Equifax Red with the following considerations:

Equifax Gray (PMS 410C) is the secondary color representing the Equifax brand. Equifax Gray should be used as an accent color in design of materials reflecting the Equifax brand. No other gray shade or tone should be substituted for Equifax Gray (PMS 410C).

-Black may be substituted for Red PMS 201C when using the logo in black & white treatments or Red PMS 201C is not possible. -The Equifax logo must be reversed in white if produced/appearing on a dark background

Equifax Gray PANTONE: 410 C RGB: 118 106 101 CMYK: 19 31 26 56 HEX: #766A65

-Equifax Gray should be the default and primary accent color to Equifax Red. -Equifax Gray should be used as the text color in all Equifax corporate communication materials (i.e., business cards etc.). Black should be used for textheavy, communication materials. Web Palette Only

-The logo should never be represented in gray or any other secondary color. -Printed Materials: Equifax Red should be used as the primary color on all Equifax-branded corporate and Solutions-level materials (i.e. brochures, folders, signs, etc.).

Equifax Beige (PMS 7501C) Usage: Equifax Beige is used exclusively for external web presence as a highlight color with the standard red and gray.

Equifax Beige RGB: 216 199 163 HEX: #D9C8A4

Equifax Beige is used exclusively for external web presence as a highlight color with the standard red and gray.

May 12, 2008

>BRAND STANDARDS & GUIDELINES

2.8

BRAND IDENTITY STANDARDS - TYPOGRAPHY

Two typographic families are approved for Equifax use. These typefaces should be employed on all Equifax printed materials except classified advertising. Helvetica Neue (or Helvetica Condensed) is sans serif, and is to be used for all high-visibility applications (collateral materials, newsletters, etc.). Palatino, the secondary supportive typeface, is a classic serif type family reserved for use on copy-heavy utilitarian applications, such as administrative forms. As mentioned, Palatino and Helvetica fonts are required for high-visibility applications (collateral materials, newsletters, etc.). However, Times New Roman is an acceptable substitute for Palatino and Arial/Arial Narrow is the substitute for Helvetica Neue/Helvetica Condensed when Palatino or Helvetica are not available. These are the only substitutions allowed without corporate permission.

May 12, 2008

Helvetica Neue LTStd and Helvetica Neue LTStd Italic Helvetica Neue LTStd Bold and Helvetica Neue LTStd Bold Italic Helvetica Neue LTStd Condensed and Helvetica LTStd Condensed Italic Helvetica Neue LTStd Medium Condensed and Helvetica Neue LT Std Medium Condensed Italic Palatino and Palatino Italic Palatino Bold and Palatino Bold Italic

>BRAND STANDARDS & GUIDELINES

2.9

TRADEMARK & COPYRIGHT STANDARDS

The corporate identification program is built upon a basic naming system, which emphasizes the communicative or trade name “Equifax” through the Equifax logo. In the interest of simplicity, parent company applications are referred to as “corporate.” Subsidiary company, business unit, group and majority-owned joint venture applications are referred to as “entity.” Correspondent, affiliate and associate company applications are referred to as “affiliate.” Legal names are not the same as communicative or trade names, which are used in all high-visibility applications. Communicative names appear in a logo format designed to convey the corporate identity. All communicative names begin with the Equifax logo, and may be followed by a strategic descriptor of the business unit or vertical market. Legal names are displayed in address blocks or text copy. In order to enhance and protect the Equifax logo and the Equifax brand, any printed materials generated for public distribution must contain a legal line stating that “Equifax is a registered trademark of Equifax Inc. Copyright © 2008 [or current year], Equifax Inc. Atlanta, Georgia. All rights reserved.” If a trademarked or service marked product name is used in the document, these must also be noted after the registered trademark statement. Any proposed customer and/or other third-party use of the Equifax logo in connection with any printed or electronic materials must be cleared with the corporate legal department to ensure that such third-party use is consistent with the integrity of the Equifax brand.

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> 3.0 EXAMPLES

>EXAMPLES

3.1

BUSINESS CARD Correct - Front

The logo on business cards measures 11/8 inches. The business unit or vertical market strategic descriptor is recommended (if applicable). When the descriptor is displayed, it aligns horizontally with the logo as shown below. The person’s name is highlighted in bold type. Title follows the name on a separate line. Service level designation, if required, follows the title on a separate line. See page 2.8 for type specifications. The address block begins 1½ picas (baseline to baseline) below the last line of the name block. Keep name and address blocks brief, as space is limited. The maximum line width is 10½ picas as shown on the example. The name block and address block may not exceed 11 total lines, including the space between the name block and address block. The address block is positioned 1 pica from the bottom of the card trim to the baseline of the last line of text as shown. The Equifax logo should always appear in PMS 201 and the type must always appear in PMS 410

11/4 picas

7 picas

1 pica

11/4 picas

Align

CONSUMER INFORMATION SOLUTIONS

Name block

Address block

Bold

John Doe Senior Vice President Strategic Account Services

11/2 picas

1550 Peachtree Street, N.W. Atlanta, Georgia 30309 (404) 885-8000 Cell (404) 888-3333 FAX (404) 123-4567 john.doe@equifax.com

1 pica

Correct - Back

Incorrect

BUSINESS SOLUTIONS TM

John Doe Senior Vice President Sales Equifax Information Services LLC 1550 Peachtree Street, N.W. Atlanta, Georgia 30309 (404) 885-8000 FAX (404) 123-4567 john.doe@equifax.com

May 12, 2008

>EXAMPLES

3.2

LETTERHEAD 11/4”

The Equifax letterhead format is the same for corporate and all other entity use. The logo and strategic descriptor are positioned for letterhead use as shown. The left-hand side of the logo establishes the left margin for the typed letter, and the descriptor, when used, aligns flush left with the address block. When a descriptor is not used, maintain the same location for the address block as shown below. See Typesetting Specifications (page 2.8) for type specifics.

11/8”

3 8” COMMERCIAL INFORMATION SOLUTIONS

Personalization

John Doe Senior Vice President Strategic Account Services

November 1, 2001

1550 Peachtree Street, N.W. Atlanta, Georgia 30309 (404) 885-8000 Fax (404) 123-4567

Joe Smith ABC Products, Inc. 1250 Peachtree Street, N.W. Atlanta, Georgia 30302 Dear Joe,

The letter should begin flush left, rag right, block style, 1¼ inches left margin and 1¼ inches right margin. The dateline may be located as dictated by the length of the letter. Second sheets are blank matching paper stock. Personalization of letterhead is reserved for vice presidents and above.

This letter is being used to show how the Equifax “block left” letterhead format can be used to accommodate a relatively long letter. For shorter letters, this format is basically the same, except the letter is positioned lower. The first step to proper use of the format is to set your left margin at 1 1/4 inches. With this setting, your left margin will line up with the preprinted Equifax wordmark at the top of the letterhead, creating a vertical line that will add a sense of orderliness, control and simplicity to your letter. The second step to proper use of the format is to come down a minimum of 10 lines from the top of the sheet to type the date and then down 3 more for the inside address. There are two blank lines before and after the inside address. There is only one blank line between all other components of the letter –– except the personal wordmark area, which requires three blank lines. As you can see, all paragraphs, the closing and the wordmark block are flush to the left margin. Sincerely,

John Doe Senior Vice President Strategic Account Services

JD/cg Enclosures TM

May 12, 2008

Typed copy should be no lower than 1 inch above the tagline

>EXAMPLES

3.3

FAX TRANSMITTAL COVER 11/4”

The Equifax facsimile transmittal cover sheet is similar in format to the letterhead. Visuals including clip art and/or cartoon characters as well as slogans are not allowed.

11/8”

21/8”

3 8” COMMERCIAL INFORMATION SOLUTIONS

Personalization John Doe Senior Vice President Strategic Account Services

FACSIMILE

1550 Peachtree Street, N.W. Atlanta, Georgia 30309 (404) 885-8000 Fax (404) 123-4567

Date:___________________________________________ Deliver To:______________________________________ FAX Number:___________________________________ Telephone Number:______________________________ From:__________________________________________ FAX Number:___________________________________ Telephone Number:______________________________ Number of pages including cover:_________________ Message:______________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ The information contained in this facsimile is privileged and confidential. It is intended for the use of the addressee only. If you are not the intended recipient, be advised that any republication, distribution or dissemination of the contents of this transmittal is strictly prohibited. If you receive this transmittal in error, please notify the sender immediately by telephone and destroy this transmittal.

May 12, 2008

>EXAMPLES

3.4

Example 1

ENVELOPES & LABELS

1” Envelopes must match the stock and format of their corresponding letterhead. The same strategic descriptor used on your envelope must also be used on your letterhead. When a strategic descriptor is used, it aligns horizontally with the logo.

11/8”

1”

1 4”

P.O. Box 123 Atlanta, Georgia 30309

When a strategic descriptor is not used, move the address block up from the position shown and align it horizontally with the logo. The dimensional relationship illustrated in Example 1 applies to all sizes of window envelopes, regardless of window location. Begin the typed address 2¼ inches below the top edge of the envelope and flush left with the return address block (see Example 2). Personalization and telephone numbers are not displayed on envelopes. See Typesetting Specifications (page 9) for type specifics. Generally, two-color printing is preferred. However, one-color envelopes must print in black. Preprinted mailing labels (Example 3) are used on blank, unidentified envelopes and packages. The strategic descriptor aligns horizontally with the logo. The address block is located ¼ inch below and flush left with the strategic descriptor. Move the return address block up from the position shown to align horizontally with the logo when a descriptor is not used. The mailing address should be positioned 1¼ inches below the top edge of the mailing label and flush left with the return address block.

1 4”

WORKFORCE SOLUTIONS

P.O. Box 123 Atlanta, Georgia 30309

21/4”

Align John Smith XYZ Products, Inc. 123 Industrial Ave. Atlanta, GA 30300

Example 2 1 4”

11/8” E Mailing Label

1 4”

WORKFORCE SOLUTIONS P.O. Box 123 Atlanta, Georgia 30309

1 4”

John Smith XYZ Products, Inc. 123 Industrial Ave. Atlanta, GA 30300

Example 3 May 12, 2008

Align

WORKFORCE SOLUTIONS

1 4”

Align

>EXAMPLES

3.5

PRESENTATIONS Title Slide

A white background is required. Do not save as a PowerPoint ‘97-2000 and ‘95 presentation, as this makes the file very large. The Equifax Powerpoint Presentation template can be downloaded from the intranet and is mandatory. To download the standard presentation format file go to the Equifax Intranet and go to Brand Central. From there look for Key Documents & Files and click on Master PowerPoint Template Instructions & File Download. Follow the instructions.

Text Slide

May 12, 2008

>EXAMPLES

3.6

TRADE SHOWS & EXHIBITS

Representing Equifax at trade shows, job fairs and local or regional exhibits requires signage or banners. While many promoters provide exhibitor signage, preprinted Equifax identification is required. As with all material designed to identify Equifax, these items must conform to established standards to protect the Equifax brand. Any custom signage, unique display materials or fixtures must be approved by Corporate prior to the date required and prior to fabrication. Equifax exhibitor representation should be limited to a single display to accommodate one or multiple Equifax business units.

May 12, 2008

>EXAMPLES

3.7

COLLATERAL Old Version

New Version

Mortgage Consumer Modeling Attributes Enhance Mortgage Decisioning Across the Entire Account Life Cycle with Powerful Consumer Credit Behavioral Information From origination and account management to cross-selling or up-selling, a true understanding of current mortgage-related consumer credit behavior is key to effectively managing the entire customer lifecycle. You need sophisticated and cost-effectiv e information solutions that allow you to determine strategies and make decisions that increase profitability while reducing . risk TM A powerful analytic tool, Mortgage Consumer Modeling Attributes (Mortgage CMA) helps you gain valuable insight into mortgage-related consumer credit behavior — allowing you to better predict future behavior and benchmark past performance of your mortgage accounts. By aggregating and analyzing credit files from the industry’s most comprehensive consumer credit database, Mortgage CMA provides a readily available source of mortgage-related credit behavior attributes that help you enhance decisioning at all customer touch points.

Flexible, Predictive, Convenient • Define and deploy advanced strategies that marry business

Available both online and offline, Mortgage CMA enables you to gain insight on risk-related consumer behavior, including delinquencies and derogatory events.

and analytic necessities, improving your bottom line results. • Improve cross-sell and up-sell by understanding the status of aconsumer’s most recent first mortgage, home equity loan and home equity line. • View short-term and long-term behaviors with the flexibility to track the same aspects over a variety of time frames. • Maximize the strength of your internal analytics by leveraging a powerful tool that delivers attributes with proven ability in predicting consumer behaviors. Mortgage CMA analyzes all aspects of Equifax credit files — from credit history and type of account to delinquency patterns and consumer generated inquiries — providing you with more than 100 mortgage-related key credit decisioning attributes. Attributes can beused on their own or additional combination attributes can be created.

What’s more, Mortgage CMA enhances your decisioning by also providing information on non risk-related consumer behavior, such as consumer response and usage rates. • An advanced decisioning tool that analyzes characteristics relevant in today’s credit environment • A ready source of elements for criteria development that can be used to set strategies • A wealth of information that can be added to your data warehouse to enhance cross-selling efforts and account management Use stand-alone for mortgage-related analytics, or combine with standard Consumer Modeling Attributes (CMA) or CMA Plus to enhance broader-based endeavors.

Increase Your Speed to Market with a Robust Analytic Tool For more information about Mortgage Consumer Modeling Attributes, contact your Equifax sales representative or call 1-800-879-1025.

May 12, 2008

>EXAMPLES

3.8

May 12, 2008

E-MAIL BLAST

>EXAMPLES

3.9

ELECTRONIC CUSTOMER NEWSLETTER Incorrect

May 12, 2008

Correct

>EXAMPLES

3.10 DIRECT MAIL

May 12, 2008

>EXAMPLES

3.11

PRINT AD Incorrect

Correct

CONSUMER INFORMATION SOLUTIONS

On Target!

Reach the Right Consumers Get a Jump on “In Market” Customers Identify the Best Marketing Mix

Equifax Intelligence.

Equifax Marketing Services offers the target marketing intelligence you need to isolate new customers and gain increased revenue from your existing marketing database. Whether your goal is customer prospecting or retention, Equifax can help you find and reach the right consumers in order to maximize your marketing budget. • Use our Modeling and Analytics solutions and targeted databases to identify the records that fit your target markets and are likely to respond favorably to your product offerings. • Improve customer loyalty and lifetime value with our up-sell, cross-sell and customer retention solutions. • Integrate your online and offline marketing efforts with our multi-channel solutions, including targeted consumer lists for Email, Direct Marketing and Telemarketing campaigns.

To learn more, please call 866.229.7697 and mention code DMNOC9. marketingservices@equifax.com www.equifaxmarketingservices.com *No purchase or payment of any kind is necessary to enter or win this drawing. Do not need to be present to win. Open to legal residents of the 50 United States and the District of Columbia, 18 or older. Not open to Equifax employees, or immediate family members of Equifax employees. To enter, participants must go to the DMA06 Exhibit Hall at The Moscone Convention Center in San Francisco, CA, visit booth #1226, October 15-17, 2006. At the booth, participants will need to have their conference badges scanned by an Equifax employee to be entered into the drawing. One entry per person. The drawing will be held by October 30, 2006. If Equifax is unable to contact the winner via phone after three attempts, then a second drawing will be held shortly thereafter. This scenario will continue until a winner has been determined.

Targeted Data • Integrated Solutions • Modeling & Analytics Equifax Intelligence.

May 12, 2008

>EXAMPLES

3.12 THE INTERNET Corporate Internet policies, procedures and practices, combined with the brand and identity standards in this guide, must be strictly observed, including the Equifax logo. Call Kelly Adams at 1.770.740.5430 for information regarding web site content, standards and management. Specific website guidelines are under development and will be made available as soon as possible. The Equifax web address is www.equifax.com. Content for the U.S. intranet is managed by Internal Communications.

May 12, 2008

>APPENDIX

CONTACT INFORMATION For specific Equifax branding inquiries please contact: For inquiries or requests regarding material development and production JB Booth

jb.booth@equifax.com

For general Equifax Corporate Branding inquiries Joe Youngs

joe.youngs@equifax.com

For inquiries regarding the PowerPoint presentation format Lynn Harris

May 12, 2008

lynn.harris@equifax.com