Preface. Toshiba TSD Marketing & Branding Office Toshiba Corporation March 2007

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2 2 Preface Toshiba has initiated key measures to reinforce the visibility and message of its corporate brand: a new Toshiba Brand Tagline, TOSHIBA Leading Innovation, and adoption of a new Toshiba Brand Statement. Together, these measures will clarify Toshiba s brand identity and promote further understanding of Toshiba s management style by the company s stakeholders and the wider society. They are also expected to underline the Toshiba brand as a lively, relliable and visionary corporate brand. Branding Policies Created for Toshiba TSD s Authorized Dealers In accordance to Toshiba s Corporate branding guidelines and policies, Toshiba American Information System, Telecommunications Systems Division (TAIS, TSD) has created the Toshiba TSD Branding Policies a policy book customized for TAIS TSD s Authorized Dealers. In agreement to Dealers respective contracts with TAIS TSD, we require that our Authorized Telecom Dealers adhere to these TSD Branding Policies in an effort to ensure that Toshiba s corporate brand identity is correctly and thoroughly projected. Toshiba TSD Marketing & Branding Office Toshiba Corporation March 2007

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5 5 Basic Items Certain basic items help create and project Toshiba s brand identity in the visual domain. Basic items are used in a variety of applications as visual symbols that underpin the brand identity. Centering on the Toshiba logotype, they consist primarily of corporate colors and corporate taglines intended to support the logotype. Toshiba Logotype most important element used as a visual sign or emblem. Optional Toshiba Tagline Use When Space is Available The Tagline is created uniquely as the only authorized accompanying element of the Toshiba Logo, the phrase Leading Innovation and the glyph that follows it should be all used together, when space is available. Toshiba Logo Size variations of the Tagline are controlled by the width of the Toshiba Logo. Vertical sizes and clear space are defined with the height of the T of Toshiba Logo. T is used as a kind of unit throughout this document and other guidelines. The actual size of T is determined by the width of the Toshiba logotype. The normal clear space is 0.5T around the Toshiba logotype 0.5T T 5 Toshiba Brand Tagline Master Art Size factors Size factors of the Toshiba Master art and Brand Tagline Master Art are designed as the drawing shown left. 1T T 0.5T 0.5T Corporate Color Toshiba Brand Tagline Unit : mm The normal clear space is 0.5T around the Tagline except for the descender of the g of Leading. Origins of Toshiba logotype and Tagline The Toshiba brand is a symbol of the value created by the Toshiba Group s wide-ranging products, services and corporate activities. Together with the name Toshiba used as a linguistic sign or headword, the Toshiba logotype is the Optimal clear space depends on the application medium in which the Logotype or Tagline applied. Therefore, please remember to check for the newest guidelines for each application medium every time you use the Toshiba Logo. Please contact tsdmarketing@tais.toshiba.com for any updates in the TSD Branding Policies or visit toshiba.com > Marketing > Media Bank > Branding Policies

6 6 Master Art Ideal Color Coordination

7 7 Alternative Constructions for occasions when it is impossible to apply the master art

8 8 Master Art Acceptable variations in regards to authourized Toshiba dealer mark usage In accordance to TAIS TSD Dealer contract, you are granted a non-exclusive right to use the Toshiba Logotype, Toshiba Tagline, Toshiba Authorized Dealer Mark. (Please refer to your contracts for full details on the legal clause)

9 9 Toshiba logo usage by authorized TAIS, TSD Dealers How TSD Dealers can use the Toshiba Logotype, Toshiba Tagline, Toshiba Authorized Dealer Mark * Note: The word Telecom includes any reference to Toshiba Telecommunication systems, Toshiba Business Phones, or any other variation of Toshiba s Telecommunication Systems products and applications. Where Dealer Logos Also Appear In addition to the normal clear space, keep the visual elements clear of the Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark. TSD Authorized Dealer Logos or other kinds of branding components must be displayed as if they are equivalent or superior to the Toshiba Brand. See appendix for examples. Web Pages & Web Domains The Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark may be used on Web pages for Authorized Toshiba Telecom Dealers (in good standing). The Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark can appear next to or for Toshiba Telecom products or for the installation/technical services provided on Toshiba Telecom products. On launch buttons, the minimum mark size is 90 pixels wide. Authorized Dealers may NOT use the Toshiba name in their web domain names, without the prior written agreement by TAIS TSD s VP of Sales/Marketing. Advertisements, Direct Mail & Collateral The Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark may be used in any of the Authorized Dealers advertising, direct mail, collateral, or other promotional materials about Toshiba Telecom products or for the installation/technical services provided on Toshiba Telecom products. Trade Show Signage The Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark may be used in any of the Authorized Dealers trade show signage where Dealers are promoting Toshiba Telecom products or their installation/technical services on Toshiba Telecom products. Documentation The Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark should appear on the front cover and spine of documentation for Toshiba Telecom products or for the installation/technical services provided on Toshiba Telecom products Referencing in Text In text, Authorized Toshiba Telecom Dealers can refer to the fact that they sell Toshiba Telecom products or provide installation/technical services for Toshiba Telecom products. Say: XYZ is an Authorized Toshiba Telecom Dealer. Do not say: XYZ Toshiba Telecom Systems or XYZ Toshiba Products Wearables & Promotional Items The Toshiba Logotype, Toshiba Tagline or Toshiba Authorized Dealer Mark should appear on the front of any promotional items and on the front or sleeve of any wearable items. Additional Information For additional information on the branding policies for Toshiba, please contact the Toshiba TSD marketing department at tsdmarketing@tais.toshiba.com or Minimum Size The minimum size for the Toshiba Authorized Dealer mark is 0.75 (19mm). Please do note reproduce the Toshiba Authorized Dealer mark in any smaller size, because it loses impact and readability. Colors The Toshiba Authorized Dealer mark can be used in the following colors: Reference The font used for Authorized Dealer Mark is Myriad Pro Bold designed and distributed by Adobe Systems, Inc. Since the size, kerning, spacing, and other factors of the typography are carefully designed, please be reminded that copying the tagline from the Toshiba Logotype Master Art in the Appendix is the only way to reproduce it properly, instead of trying to re-construct it by yourself.

10 10 Applying to Media Authorized Implementations Business Card Website XYZ Company XYZ Company About Products Services Links Contact Yellow Page Ads/Advertisements/Vehicle Wrap XYZ Company Wearables/Promo Items XYZ Company Flyer/Direct Mail Pieces XYZ Company

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13 13 Toshiba Authorized Dealer Mark Countries & regions where Toshiba TSD Authorized Dealers can use the Authorized Dealer Trade Mark The Americas United States, Mexico

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15 15 SUPPORT CONTACT Toshiba TSD Marketing Department Phone: Toshiba America Information Systems, Inc. Telecommunication Systems Division 9740 Irvine Blvd, Irvine, CA Public Website: Dealer Website: