INTRODUCTION: Our Visual Identity

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1 VISUAL IDENTITY GUIDELINES

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3 HOW we LOOK INTRODUCTION: Our Visual Identity The elements of our visual identity system inspire and guide us to create consistently compelling communications across all customer touch points. Informed by our brand strategy, our visual identity reflects the refreshed look and feel of the Ashley HomeStore brand to engage and excite customers every time they come in contact with us. The following pages introduce you to our logo and how to use it to ensure it remains the most impactful visual representation of our brand. We also have refreshed our visual equity assets, including color palette and photographic style. These elements of our visual toolbox are used together to create dynamic communications that reflect the many ways we work to inspire our customers dream homes. WHAT S INSIDE > Our brand filter > Logo and usage guidelines > Visual equity assets > Example identity applications iii

4 CONTENTS Our Brand Filter 1 Our Look and Feel...3 Campaign Overview...6 Campaign Manifesto...7 Logo & Usage Guidelines 9 Our Brand Identity Primary Logo...12 Secondary & Tertiary Logo...13 Logo Color Specs Logo Color Variations Clear Space & Minimum Size Incorrect Usage Brand Protection...22 Visual Equity Assets 25 A Visual Toolbox...27 Primary Brand Colors...28 The House Dingbat Diagonal Element Social Media Icons...31 Campaign Photography...32 Photographic Style Example Identity Applications 37 Bringing it Together Business Card...40 Letterhead Thank You Card & Envelope Postcards...44 #10 Envelopes Truck Wrap Graphics Gift Cards...76 Style Cards...77 Floor Mats...78 RSA Name Tags...79 Paper Bags...80 Plastic Bags & Tissue Paper Lapel Pin...82 Pens Ladies Polo Shirt Ladies Casual Button Down Ladies Cardigan Mens V-Neck Sweater...87 Mens Polo Shirt Mens Button Down His or Her T-shirt...90 His or Her Windbreaker Stocking Hat Baseball Hat... 93

5 Sales Invoice Business Checks Customer-Needs Sketch Pad Notebooks...97 Post-It Notes Desk Calendar Business Card Holder Signature Powerpoint Template Padfolios Umbrella x10 Outdoor Tent Reusable Bag Backpack Messenger Bag Insulated Tumblers Coffee Cups Water Bottle Coaster Hand Sanitizer Magnetic Clip Paper Yard Stick Measuring Tape Furniture Duster Golf Balls Branded Mints Temporary Tattoo Appendix 127 Contact Information...129

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7 OUR BRAND FILTER

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9 Our Look & Feel As we begin to create a platform to bring our brand to life, our brand filter helps visualize our brand by illustrating how we look, sound and most importantly, feel to our customers. The themes of marketplace, a weekend state of mind, personal expression, optimism and comfort shine through our filter to create the perfect environment for our customers to be inspired throughout their entire Ashley experience. 3

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12 Campaign Overview home. There is nothing more important, or more personal. It s where family lives, where love grows, and it s the background for our most important moments and most cherished memories. Home is the place that soothes our spirits and nourishes our ideas. It s where all the sweetness, silliness, messiness and beauty of life happens. And so furnishing a home isn t simply about expressing ourselves. It s about creating a place where we can keep discovering who we are. Every day. The this is home. campaign embodies homes that feel lived in, and scenes that feel real. Because home is the most real place on earth, and every piece of communication we put out into the world should reflect that. 6

13 Campaign Manifesto Your home is so much more than the four walls that surround you, and the roof above your head. What makes your home uniquely yours is everything that s inside. The people you live with. The guests you invite over. The laughter. The movie nights. The dog who disobeys you. And of course the furniture you choose. Because your style isn t just a reflection of you. It s actually the story of who you are. And how you choose to decorate is your way of telling that story. Not with words, but with sofas, beds, tables and ottomans. So go ahead. Dream big. Decorate like only you can. And create a home that s the most authentic place on earth. A place no other could compare. That from the moment you walk in, you re overcome with that feeling that: This is where I belong. This is who I am. This is where I was meant to be. This is home. 7

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15 LOGO & USAGE GUIDELINES 9

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17 Our Brand Identity Anchored with a new simplified graphic home icon, the modernized Ashley logo represents our leadership and trend setting authority in the industry. Our new brand identity is rooted in our rich heritage but refreshed to bring to life a more current, sophisticated and simple visual aesthetic. 11

18 PRIMARY LOGO The Primary Logo is to be used on all applications that allow it to be scaled to a sufficient size for impact and legibility. The logo is composed of two main elements: type and a mark. The mark is a silhouette of a house in orange, Ashley s core brand color. The type is modern, forward thinking and stylish. 12

19 SECONDARY LOGO The Secondary Logo should be used on all applications where the Primary Logo cannot achieve the desired size due to space and proportion restrictions. This would include applications that only have a very vertical space available for the logo to live within, such as storefront signage. TERTIARY LOGO The Tertiary Logo should only be used on monument signage in which neither the Primary Logo nor Secondary Logo cannot achieve the desired space due to space and proportion restrictions. This would only include applications that only have an extremely horizontal space available for the logo to live within. 13

20 LOGO COLOR SPECS To suit different media requirements, five types of color specifications have been developed for the campaign brand symbol and tagline. Spot Color Ashley orange PMS 715C charcoal PMS black 7C CMYK Ashley orange C0 M54 Y93 K0 charcoal C64 M62 Y65 K55 14

21 RGB Ashley orange R247 G141 B45 charcoal R61 G56 B52 HEX Ashley orange #F68C2C charcoal #3D3833 Black & White 92% of black (k) 92% of black (k) 15

22 LOGO COLOR VARIATIONS To maintain the legibility of the Ashley identity, these color variations can be used for different media applications. The appropriate color option for each logo is to be used on all print collateral and digital and interior flat graphic applications; however, the preferred is on white or PMS 715. When the logo is used in dimensional interior applications and on exterior signage, usage of the relevant color option will depend upon the production method and sign placement. Preferred Versions white background - Ashley Orange house and charcoal logotype Ashley Orange background - KO house and logotype 16

23 1 Color Ashley Orange charcoal On Color Field midtone background - Ashley Orange house and KO logotype photo background - Ashley Orange house and charcoal logotype charcoal background - Ashley Orange house and KO logotype contrasting background - KO house and logotype 17

24 LOGO COLOR VARIATIONS Special Needs In certain circumstances the home shape can change to a color that is not called out in our color palettes. Messaging must be added to clarify why the color has been changed. This should be done rarely to retain the integrity of the logo and the strength of the brand colors. 18

25 CLEAR SPACE & MINIMUM SIZE Clear space is the area surrounding the identity that must be kept free of any text or graphic elements. It ensures that the identity stands out in any environment. The clear space is measured by the height of HomeStore, shown as the value x. The minimum clear space must always be 2x on all sides of the identity. Whenever possible, this amount of clear space should be increased. The same clear space rules apply to all configurations and variations of the mark. To ensure the legibility and clarity of our identity in print applications, follow these minimum size guidelines: The.75" minimum height of the preferred logo is measured from the top of the home shape to the baseline of HomeStore and should never be scaled smaller. 3/4".75" Minimum Size:.75" 19

26 INCORRECT USAGE To preserve the integrity of the Ashley brand, the logo must always be applied correctly. Altering, distorting, or redrawing the logo in any way weakens the power of the brand and what it represents. Some common misuses are shown on this page. Note that these examples apply to all logo versions. Do not place the logo on any background which obscures its legibility Do not place the logo on any colors which compete with or do not provide sufficient contrast to the brand colors Do not create shapes or devices around the logo HOME DECOR Do not crop images inside of the logo mark Do not lock any other words up to our logo artwork unless approved by the brand Do not change the scale or relationship of any of the logo elements 20

27 Do not introduce colors which are not specified Do not apply any visual effects such as shearing or drop shadows to the logo Do not omit any elements of the logo artwork Ashley HOMESTORE Do not add a key-line to the original logo artwork Do not change the typeface 21

28 BRAND PROTECTION The Trademark and Registered Trademark logos are to be used when Brand Protection is required. The Registration Symbol must never be removed or moved from where it sits as shown on the next page or changed in any other way (e.g., size). The TM version is to be used until such time as the new Brand Logo has been registered in all countries. Use Logo With Registered Trademark Symbol On: Use Logo Without Registered Trademark Symbol On: Print collateral Brochures Annual reports Publications Newsletters Advertising Press releases Video/multimedia Apparel Packaging Signage Website Stationery Banners and posters PowerPoint presentations Electronic communications Promotional items When logo appears at.5" wide or smaller 22

29 Registered Trademark Trademark 23

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31 VISUAL EQUITY ASSETS 25

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33 A Visual Toolbox Our visual identity system is more than just a logo. By consistent use of all our visual elements, we ensure that each and every communication looks and feels like us and tells the right story about the Ashley brand. 27

34 PRIMARY BRAND COLORS Color plays a prominent role in all of our visual communications and is one of the cornerstones of our visual vocabulary. The new charcoal foundational color palette is polished, yet inviting. The orange is a nod to who we ve always been, capturing the essence of Ashley, but with a softer and more sophisticated hue of our signature brand color. PANTONE 715 C PANTONE BLACK 7 C WHITE C 0 C 64 C 0 M 54 M 62 M 0 Y 93 Y 65 Y 0 K 0 K 55 K 0 R 247 R 61 R 255 G 141 G 56 G 255 B 45 B 52 B 255 HTML F68C2C HTML 3D3833 HTML FFFFFF 28

35 THE HOUSE DINGBAT A secondary brand identifier is created by removing the Ashley logotype and using the new house shape. An iconic and easily identifiable dingbat is created. The house dingbat will appear across all print (brand and promo). Color Headline Lock Up home is here. house dingbat size - match cap height of headline OOH Lock Up you re almost home house dingbat size - from second baseline to cap height of first line Paragraph Dingbat Give your home a mini-makeover with a new piece or room set. Ashley carries many collections perfect for flipping a room or just adding something new. house dingbat size - base of house matches the cap height of paragraph 29

36 DIAGONAL ELEMENT The diagonal element, which alludes to a dog-eared magazine page, helps differentiate Ashley from our competitors while simultaneously tying back to the brand logo. The diagonal element, used in print and FSIs, is created by matching the size and angle of the upper left side of the logo, and applying the cut to the upper left of the visual element. 30

37 SOCIAL MEDIA ICONS To keep social media icons consistent across channels, the following icons are to be used. The order of the icons should also be consistent. Full Color KO Examples of Incorrect Icons 31

38 CAMPAIGN PHOTOGRAPHY When selecting campaign photography, keep in mind that images should always feel authentic, bright, colorful, and natural. The photography should be a reflection of real life, and not just furniture beauty shots. In fact, photography should always focus on how our customers use the furniture in their everyday lives. Captured images should never feel staged or sterile. The viewer should feel like a fly on the wall in an intimate home moment, when people are acting like real people, not models. A realistic amount of clutter in the room and prop imperfections should be visible. Actors shouldn t feel staged, and should feel fresh and new. Showing action and not looking at camera is important, as well as showing bodies in motion when possible. authentic bright natural colorful intimate note: This style of photography is ONLY used for brand print and brand digital executions. NOT for circulars or promotions. 32

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40 PHOTOGRAPHIC STYLE 01. In use In use images showcase room environments or singular products that are obviously in use and somewhat imperfect in nature, communicating that Ashley provides the furniture for customers to live their every day lives. The tone is warm and inviting to convey that Ashley can be at the heart of a dream home. 02. Real life Real life Images of home environments with people are utilized to capture the essence of real living and the moments that truly make a home. These photos are more intimate and are focused on all three customer segments living in and enjoying their dream homes. The background is always simple, maintaining focus on the joy and comfort of the Ashley family. 03. Captured moments Candid, close up shots of people with a limited view of or focus on furniture are used to depict the deep emotion connected with a home. The images are bright and vibrant to showcase these captured moments in an Ashley setting. 34

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43 EXAMPLE IDENTITY APPLICATIONS 37

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45 Bringing it Together Setting visual brand standards is key to helping our customer identify Ashley HomeStore at every touchpoint, from store tags to shopping bags and stationery. The following applications showcase a number of ways you can create distinct, brand-right communications in all areas of visual identity. 39

46 BUSINESS CARD Front Side Business cards are 3.5 x 2 with a.5, 45 die cut on the top left corner. The front side features the home icon in Ashley Orange. The icon is.5 tall, and it is placed.375 from the top edge and.333 from the left edge. The employee name is split on two lines in Ashley Chalet at 12pt with 13pt leading in Ashley Orange. It is placed.9375 from the left edge and is aligned to the top of the home icon. The employee title is in all capital Gotham Narrow medium at 7pt in charcoal. It is aligned to the employee name and bottom edge of the home icon. Back Side The contact information is in Gotham Narrow medium in charcoal and Ashley Orange at 7pt with 8pt leading. It is aligned right to.5 from the right edge. Associated initials (A, P, etc.) are.125 farther right. An extra.03 of vertical space is provided between address, phone number and groups. The baseline for the bottom row of text is.1667 above the bottom edge of the card. The backside of the business card is available in the three color options shown here. It features the primary Ashley HomeStore logo without the registered trademark symbol. It is centered to the card at a size of.75 tall. It also shows the company website in 8pt Gotham Narrow medium centered on a baseline.1667 from the bottom edge. 40

47 LETTERHEAD Company letterhead is 8.5 x 11 with a 1, 45 Ashley Orange corner on the top left corner. It features the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed 1 below the top edge and aligned so the letter A is 1 from the left edge of the paper. It is.75 tall with the home icon in Ashley Orange and logotype in charcoal. A separate home icon in Ashley Orange is.5 tall, and it is placed.5 from the bottom right edge of the paper. The return address is aligned to the bottom of the logo and.75 from the right edge of the paper. The font is Gotham Narrow book sized 8pt with 10pt leading and colored charcoal. All other copy is Gotham Narrow light sized at 10pt with 12pt leading and colored charcoal. To Whom it May Concern, Mi, odisquia ventet ut ut aut in etum re, sit molores seceat volorum et, quodigendi cum sum harum et doluptatur, a inihic tem dolo mo dolore magnis dolut etur re nost, alit eos quos ad ex elliquam re dit eos deribeatur audant ex elit ma voloribus praectu rendiandem si repratqui re omnissi tatquam essit earum re, quiae occae et volorpo reratqui consedit el maion excearuptae et harum aut evelictus sent quis es as evenihilis nos et estem illorrore vit, nobis aliqui que rereped qui se et utemolu ptatur secatem velis magnis sinus autatus ma natur sedit pa quatur, simporro qui con rendaep resecus explandaes ut adit laborume voluptas cuptate mquatem nonsendios verum exeris enis ad mil eum aut odiam lat. Ration con pori ut lant vel ma consecepel ipsae voluptatem eum volesedi volum quid eos el il ium volor asi te nihit officabo. Ut lacidit asperis untureh enecus audaectas dellaboris exerehenis rempeli quunt. Turepudae solorio rumquis nus, tectus utemodita expeditae. Et eliquiat. Aximusdae volore reici toris remqui quo tem remquam ulpa diciassi nobitat ureperis cum laccus is sequat. Tet int quis id ut repe sit odis entur, que sundia voluptatquo beatem quo volupta sam aut aute volorep erfernatio ex erestio. Inus, odit lautemquam aspero milliquate quiantium eaquis con consedit ut a sequiam, quassitates nullendes in peria quatia ipsamen tiatem re santiam reiust, vella volorrum ent omnit laborest veligent. Quis molorepudis que sum rempora quam et excerferiore voluptate lam, simenis itaecti illa di nos ma consequod essed quunto qui delitae doloribusdam in prae velignienis explautem am ut optatia tumqui reribus rerum laccabore serchil lorio. Et mi, sus est quibus. Fercim iliqui dolore voluptis nobitatem fugit, consedis dolest, invelis nos debis recae dio quasperunt harci vereicabo. Am fugit pa quam esti venissi minimet quiaeperit acest, sapis ipsam sit ea voluptatium, quas maion persperum et aut eni dellecuptat occullaciis modisim harchil iur? Volorum aut omni quibus aut et et qui dolupti anihilluptus pratume nihitemqui beatus veligent et quis est re nonem volorup tiusam sit audandae ex etur? Qui renisciis maioribus, totatem quatempos ex es aliament harum et as nonem volupta voloribus nus se corest ium quod quo tempost iaerovitas enet estiosape il iniates tistis a voluptaspist as essit dolum labo. Nemollaborum fugit, nosam ut fugitae ritiur? Liquid quo maximus aut eum quas eum eicae volora ation cum seditam, cor solorem possita sum volorec aectusa coriate mpost, eum con pa ipsum earum inci bero conse int, sitaturisto exces doluptatae cus, occus aut re sunt, commolest a nobisti tes volupta spisit qui atint et pedipitibus dolupti iuscipsa nonsequosant ad et eiunditaquo et de nust, veria exerempos de molum nam a aut vel ipsam, sunt doloriti inciet ipsam rerspe rem ius dis aut quodit, seque nobitiume quibus, conecus quiaperessatudem ium idi pondiis bon re tu simusse caet; nostiamquos rescena, nihiliu rnitilis, etis, me tum incles, es nondem neque ilicit, faci pos me rei publien diissi ericonem quem involtiam moverite consulibem posti satis conihic aperfesuam moltus, se patquam ommorei sendiorati, nit, tam desi clem res iam num ciam terevius norum acotervili sent? Evirmius concules perum niquem aperurehent? Sincerely, 2998 Broadway Center Blvd Brandon, FL Jane Thompson 2998 Broadway Center Blvd Brandon, FL text area The margins are as follows: top 2.5 left 1 right.75 bottom

48 THANK YOU CARD & ENVELOPE Thank you cards are x when folded. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is centered.625 above the bottom edge at a size of.75 tall with the home icon in Ashley Orange and logotype in charcoal. The words thank you are centered from the bottom in Ashley Chalet bold and embossed. 42

49 Envelope Front Side 2998 Broadway Center Blvd Brandon, FL Envelopes for the folded thank you cards are 6.4 x They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed.25 from the top and left edges of the envelope with the home icon in Ashley Orange and logotype in charcoal. The return address is in Gotham Narrow medium in charcoal at a size of 8pt. It is placed.25 from the left edge with a baseline below the top edge. The flap is printed in solid Ashley Orange. Envelope Back Side 43

50 POSTCARDS Version 1 Postcards are 6 x 4. The front side features the home icon in Ashley Orange at a size of.75 tall. It is horizontally centered and placed 1 from the top edge. from our home to yours On version one, the words are in Ashley Chalet light. They are sized at 30pt in charcoal and horizontally centered with a baseline 2.5 from the top edge. Version 2 On version two, the words thank you are in Ashley Chalet light. They are sized at 30pt in charcoal and horizontally centered with a baseline 2.5 from the top edge. thank you 44

51 Back Side 2998 Broadway Center Blvd Brandon, FL place stamp here The back side features the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed.25 from the top and left edges at a size of.75 tall with the home icon in Ashley Orange and logotype in charcoal. A 1pt, charcoal divider line is 3.5 long and centered both vertically and horizontally. AshleyHomeStore.com is centered on the left half in 8pt Gotham Narrow Book in charcoal with a baseline.25 above the bottom edge AshleyHomeStore.com The store address is in 8pt Gotham Narrow medium colored charcoal. It is aligned left to the edge of the logo on a baseline 1.25 from the top edge. The store phone number and web address is in 8pt Gotham Narrow medium colored charcoal. It is centered on the bottom left half of the card on a baseline.25 from the bottom edge. 45

52 #10 ENVELOPES Standard 2998 Broadway Center Blvd Brandon, FL #10 envelopes feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed.25 from the top and left edges of the envelope with the home icon in Ashley Orange and logotype in charcoal. The return address is in Gotham Narrow medium in charcoal at a size of 8pt. It will be placed.25 from the left edge with a baseline below the top edge. With Window 2998 Broadway Center Blvd Brandon, FL

53 Orange Flap 47

54 TRUCK WRAP GRAPHICS 14ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 48

55 14ft Box Trucks - Ashley Orange 49

56 TRUCK WRAP GRAPHICS 16ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 50

57 16ft Box Trucks - Ashley Orange 51

58 TRUCK WRAP GRAPHICS 18ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 52

59 18ft Box Trucks - Ashley Orange 53

60 TRUCK WRAP GRAPHICS 20ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 54

61 20ft Box Trucks - Ashley Orange 55

62 TRUCK WRAP GRAPHICS 22ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 56

63 22ft Box Trucks - Ashley Orange 57

64 TRUCK WRAP GRAPHICS 24ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 58

65 24ft Box Trucks - Ashley Orange 59

66 TRUCK WRAP GRAPHICS 26ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 60

67 26ft Box Trucks - Ashley Orange 61

68 TRUCK WRAP GRAPHICS 28ft Box Trucks - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 62

69 28ft Box Trucks - Ashley Orange 63

70 TRUCK WRAP GRAPHICS 48ft Trailer - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 64

71 48ft Trailer - Ashley Orange 65

72 TRUCK WRAP GRAPHICS 53ft Trailer - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 66

73 53ft Trailer - Ashley Orange 67

74 TRUCK WRAP GRAPHICS Dodge Sprinter - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 68

75 Dodge Sprinter - Ashley Orange 69

76 TRUCK WRAP GRAPHICS Chevy Van - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 70

77 Chevy Van - Ashley Orange 71

78 TRUCK WRAP GRAPHICS Ford Van - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 72

79 Ford Van - Ashley Orange 73

80 TRUCK WRAP GRAPHICS Dodge Caravan - Charcoal Licensees who would like to order truck wraps should contact: Signature Graph Truck Wraps. Virginia Bain at The vendor has the artwork and can resize to the truck specs of any licensee and help with printing and install. 74

81 Dodge Caravan - Ashley Orange 75

82 GIFT CARDS Front Back Not valid on previous purchases. Not redeemable for cash. Not replaceable if lost or stolen. Available at participating HomeStores only. Not good with any other promotion. One card per purchase. Limit one per household. If expiration date is shown below, card expires on expiration date except where prohibited by law. All Ashley HomeStores are independently owned and operated Ashley HomeStores, Ltd. 76

83 STYLE CARDS Front Back This card is only redeemable for accessories and home accents. Not valid on previous purchases. Not redeemable for cash. Not replaceable if lost or stolen. Available at participating HomeStores only. Not good with any other promotion. One card per purchase. Limit one per household. If expiration date is shown below, card expires on expiration date except where prohibited by law. All Ashley HomeStores are independently owned and operated Ashley HomeStores, Ltd. 77

84 FLOOR MATS 5 x 3 On the 5 x 3 version of the floor mat, the home icon and tagline lock up is 32 wide and centered. 8 x 4 On the 8 x 4 version of the floor mat, the home icon and tagline lock up is 42 wide and centered. 78

85 RSA NAME TAGS Regular Tag Vanessa General Manager RSA name tags are 3 x 1.5 with rounded corners. They feature the home icon at.4 tall in Ashley Orange. It is placed.125 from the top left corner. The name is in Gotham Narrow medium in charcoal at a size of 30pt, and it is horizontally centered with a baseline.875 below the top edge. The associate s position is in 8pt Gotham Narrow book in charcoal. It is centered with a baseline below the top edge. Hope to Dream Tag Ron Retail Sales Associate A version of the name tag with the Hope to Dream logo is also available. The Hope to Dream logo is.4 tall, and it is placed.125 from the top and right edges. To maintain visual balance, the baseline of the name is 1 below the top edge, and the baseline of the position is 1.25 below the top edge. Extra callouts (such as million dollar seller ) may be placed along the same horizontal space at the same.4 height of the Hope to Dream callout. Leave.25 of space on the right of the home icon. Reusable Tag this is home. Reusable name tags are also available. They feature the home icon in Ashley Orange at.2895 tall and the tagline this is home. in charcoal at 30pt Ashley Chalet bold. The home icon/tagline lockup is placed on a baseline.4675 below the top edge. 79

86 PAPER BAGS Large Medium Small (not to scale) 80

87 PLASTIC BAGS & TISSUE PAPER Large Tissue Paper Small Tissue paper used for wrapping and protecting small items in shopping bags will have the home icon pattern printed in Ashley Orange on white tissue paper. Gift (not to scale) 81

88 LAPEL PIN Lapel pins of the home icon are available in Ashley Orange only at a size of.75 tall..75 tall 82

89 PENS Good Pens are available in a variety of quality and price points. They feature the primary Ashley HomeStore logo/tagline lockup without the registered trademark symbol. Better Although the size of the logo will be smaller than determined by brand standards, it is important to make sure that the entire lock up is visible from one side. 83

90 LADIES POLO SHIRT White 1 tall (actual size) Ladies polo shirts are available in white, Ashley Orange, or charcoal. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 1 tall in the color treatment as displayed on this page. Ashley Orange Charcoal 84

91 LADIES CASUAL BUTTON DOWN White 1 tall (actual size) Ladies casual button down shirts are available in white, Ashley Orange, or charcoal. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 1 tall in the color treatment as displayed on this page. Ashley Orange Charcoal 85

92 LADIES CARDIGAN Charcoal 2 tall (actual size) Ladies cardigans are available in charcoal only. They feature the vertical Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 2 tall with the house logo in Ashley Orange and logotype in white. 86

93 MENS V-NECK SWEATER Charcoal 1 tall (actual size) Mens v-neck sweaters are available in charcoal only. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 1 tall with the house logo in Ashley Orange and logotype in white. 87

94 MENS POLO SHIRT White 1 tall (actual size) Mens polo shirts are available in white, Ashley Orange, or charcoal. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 1 tall in the color treatment as displayed on this page. Ashley Orange Charcoal 88

95 MENS BUTTON DOWN White 1 tall (actual size) Ashley Orange Charcoal Mens button down shirts are available in white, Ashley Orange, or charcoal. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is centered 3/4 above the left breast pocket at a size of 1 tall in the color treatment as displayed on this page. A home icon monogram is also available on the left cuff above the watch. The monogram is.75 tall in Ashley Orange on white and charcoal shirts or in white on Ashley Orange shirts. 89

96 HIS OR HER T-SHIRT White 1 tall (actual size) His or her T-shirts are available in white, Ashley Orange, or charcoal. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 1 tall in the color treatment as displayed on this page. Ashley Orange Charcoal 90

97 HIS OR HER WINDBREAKER Charcoal 1 tall (actual size) His or her windbreakers are available in charcoal only. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed on the left side at a size of 1 tall with the house logo in Ashley Orange and logotype in white. 91

98 STOCKING HAT Charcoal Stocking hats are available in charcoal only. They feature the primary Ashley HomeStore logo without the registered trademark symbol. The logo is placed.5 from the bottom edge at a size of 1.25 tall with the home icon in Ashley Orange and logotype in white tall (actual size) 92

99 BASEBALL HAT White 2.25 tall (actual size) Ashley Orange Charcoal Baseball hats are available in white, Ashley Orange, or charcoal. They feature the vertical Ashley HomeStore logo without the registered trademark symbol. The logo is centered.5 above the lip at a size of 2.25 tall. and in the color treatment as displayed on this page. 93

100 SALES INVOICE SOLD TO: Ashley HomeStore 555 Main Street Anytown, US (555) CUSTOMER ID DELIVER TO: SALES NO. SALE DATE PAGE SALE Sales invoices feature the primary Ashley HomeStore logo with the registered trademark symbol. They are available in one-, twoand three-part versions. SALESPERSON DELIVERY PAYMENT TERMS QTY SOLD STATUS ITEM ID ITEM DESCRIPTION UNIT PRICE EXTENDED PRICE I have been presented the Furniture Protection Plan in its entirety and choose to ACCEPT DECLINE this service. (initials) Customer Order Acceptance (Date) This order is subject to the Terms and Conditions on the reverse side of this form. SALE TOTAL TAXABLE MISC. CHARGES SALES TAX NON-TAX MISC. CHARGES GRAND TOTAL PAYMENT RECEIVED BALANCE DUE Received Denoted Product Above in Good Condition (Date) 94

101 BUSINESS CHECKS Although layout and colors vary from bank to bank, we recommend including the primary Ashley HomeStore logo with the registered trademark symbol. 95

102 CUSTOMER-NEEDS SKETCH PAD Front Back 96

103 NOTEBOOKS SMALL x 8.5 Note books are available in two different sizes: 5.5 x 8.5 and 7 x 10. They feature the vertical Ashley HomeStore logo without the registered trademark symbol on the front and the home icon pattern in Ashley Orange on the back. Pages have an option of graph or lined papers. LARGE - 7 x 10 97

104 POST-IT NOTES Post-it notes have design elements that tie back to the stationery system. These include a.5 dogear in Ashley orange on the top left corner and the home icon with tagline in the bottom right corner. 98

105 DESK CALENDAR The monthly, flip-style desk calendar features the home icon in the bottom right corner. 99

106 BUSINESS CARD HOLDER Custom-made business card holders are 3.75 x.875 x 2 with a.25 slot to hold business cards at an angle. They are stained to match our charcoal brand color. 100

107 SIGNATURE Standard Jane Thompson ASHLEY HOMESTORE MARKETING GRAPHIC DESIGNER II 2998 Broadway Center Blvd Brandon, FL ext ashleyhomestore.com The information contained in this may be confidential and is intended solely for the addressee. Unauthorized access, disclosure, copying, distribution or other action taken or omitted relying on the contents of this message, is prohibited and may be unlawful. If you are not the intended recipient please reply and advise the sender of the erroneous transmission and immediately delete the message. Internal/Replies Jane Thompson ASHLEY HOMESTORE MARKETING GRAPHIC DESIGNER II 101

108 POWERPOINT TEMPLATE A powerpoint template is available with a variety of slide styles for various uses. 102

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110 104 POWERPOINT TEMPLATE CONTINUED

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112 PADFOLIOS Zippered Padfolio Padfolios are available in various sizes and styles. All feature the Ashley HomeStore logo without the registered trademark symbol. 106

113 Small Padfolio Junior Calculator Padfolio 107

114 UMBRELLA The classic-shaped umbrella features the primary Ashley HomeStore logo without the registered trademark symbol on two opposite sides. It also has a cute home icon/rain drop pattern reversed out on two other opposite sides. 108

115 10 X10 OUTDOOR TENT The 10 x10 outdoor tent features the vertical Ashley HomeStore logo without the registered trademark symbol. It also invites people to come inside with the tagline this is home. in Ashley Chalet bold reversed out of Ashely Orange on each side. 109

116 REUSABLE BAG Reusable shopping bags feature the home icon pattern in Ashley Orange on the broad sides and the vertical Ashley HomeStore logo without the registered trademark symbol on the narrow sides. 110

117 BACKPACK Drawstring backpacks are made with soft cotton to indicate the quality of our products. It features the vertical Ashley HomeStore logo without the registered trademark symbol. 111

118 MESSENGER BAGS Better Messenger bags are available in two styles and price points. Both feature the primary Ashley HomeStore logo without the registered trademark symbol. Best 112

119 INSULATED TUMBLERS Good Better Best Insulated tumblers are available in three styles and price points. Each features the vertical Ashley HomeStore logo without the registered trademark symbol. 113

120 COFFEE CUPS Good Coffee cups are available in three styles and price points. The good version is a basic ceramic coffee cup featuring the vertical Ashley HomeStore logo without the registered trademark symbol. The better version is a ceramic/ stainless steel hybrid. It features the primary Ashley HomeStore logo without the registered trademark symbol. Better 114

121 Best The best version is a double walled, ergonomic ceramic cup with the home icon laser engraved on the front side. 115

122 WATER BOTTLE Banded water bottles feature the vertical Ashley HomeStore logo without the registered trademark symbol. The logo is centered on one side, and this is h 2 ome in Ashley Chalet bold is on the back side in Ashley Orange. 116

123 COASTER Double-sided coasters feature the vertical Ashley HomeStore logo without the registered trademark symbol. The logo is centered on one side, and refresh your style in Ashley Chalet bold is on the back side in charcoal. 117

124 HAND SANITIZER Small 2oz. bottles of hand sanitizer feature the vertical Ashley HomeStore logo without the registered trademark symbol on a clear label with a fading Ashley Orange gradient on the bottom. 118

125 MAGNETIC CLIP Magnetic clips in the shape of a home feature the primary Ashley HomeStore logo without the registered trademark symbol. 119

126 PAPER YARD STICK Paper yard sticks are an inexpensive convenience for customers to use around the store. They feature the primary Ashley HomeStore logo without the registered trademark symbol, which is placed every other inch in black and white. 120

127 MEASURING TAPE Quality measuring tapes feature the primary Ashley HomeStore logo without the registered trademark symbol. It is placed on the front side with the home icon in Ashley Orange and the logotype in white. 121

128 FURNITURE DUSTER Orange furniture dusters feature the primary Ashley HomeStore logo without the registered trademark symbol. 122

129 GOLF BALLS Nike NDX Heat golf balls feature the vertical Ashley HomeStore logo without the registered trademark symbol. 123

130 BRANDED MINTS Branded mint wrappers feature the primary Ashley HomeStore logo without the registered trademark symbol. 124

131 TEMPORARY TATTOO Children s temporary tattoos feature the vertical Ashley HomeStore logo without the registered trademark symbol. 125

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133 APPENDIX 127

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135 CONTACT INFORMATION For any questions regarding the Ashley HomeStore brand or these guidelines, please contact the executive listed below. BRAND INQUIRIES Lisa Fanaro SENIOR DIRECTOR, CORPORATE STRATEGY P ext A 2998 Broadway Center Blvd. Brandon, FL E LFanaro@Ashleyfurniture.com EXECUTIONAL INQUIRIES Ted Hutcheson CREATIVE DIRECTOR P ext A 2998 Broadway Center Blvd. Brandon, FL E THutcheson@Ashleyfurniture.com Some images contained herein are for design intent only. The images are not owned or licensed by Interbrand Design Forum LLC or Ashley HomeStore and may not be copied, distributed, or used in any other publication or medium. 129

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