Hexion Corporate Identity Standards. Initial Release September 2005

Transcription

1 Hexion Corporate Identity Standards Initial Release September 2005

2 Section One Introduction Letter From Our Chairman 1.1 Communicating the Hexion Brand Dear Hexion Associates: As you are all well aware, we are in the midst of major change. Four great companies with unique histories and identities have come together. We are integrating thousands of people and hundreds of products into a cohesive, powerful whole. As part of this process, and to provide clarity both inside and outside the organization, we have decided to operate under a new, unified name. That name is Hexion Specialty Chemicals. Communicating this new name to the marketplace will be both a tremendous challenge and an incredible opportunity. It s critical that from the start, we present the new company and its name in the most positive and consistent way possible. To this end, we have developed the following Corporate Identity Standards. These are very stringent guidelines for how we use the new corporate name and logo in the marketplace. Over the next several months, we will be changing everything from business cards, letterhead and envelopes to invoices, packaging and signage for hundreds of locations around the world. This will be a huge undertaking, but following these guidelines closely will ensure consistency. The standards in this manual may not foresee all possible future usages. The intent is to address the vast majority of situations in which the new Hexion logo or Hexion Specialty Chemicals name will be used. By following the practical instructions in this guide, you will be doing your part to help us introduce this exciting new entity to the marketplace. The accompanying guidelines and standards will be published on the Hexion Intranet and should be used, effective immediately. Please contact the Marketing Communications department at Columbus headquarters if you need additional information or guidance. If you would like additional printed copies for your location, please Marketing Communications with your request. Craig O. Morrison President and Chief Executive Officer

3 Section One Introduction 1.2 Purpose of the Guide The purpose of the Hexion Corporate Identity Standards and Design Guidelines is to provide an understanding of Hexion s brand strategy, our desired brand image and the tools available to develop consistent, on-brand communications. Hexion s brand image will be formed over time by our ability to deliver on our BRAND PROMISE. Through this promise and the traits we have defined for our brand, we will create brand experiences from web sites, collateral, sales presentations and customer care to product functionality and service that build preference and loyalty for the Hexion brand. Our brand promise and brand traits not only define who we are in the marketplace, but also set us apart from our competition. These guidelines provide standards for our corporate identity as well. This identity will serve as the front door to our brand. As communicators, your role is critical to our success. We have an opportunity to establish a new vibrant brand in the minds of all who touch or are touched by our people, products and services. By providing consistent, positive brand experiences for our audiences, we will be successful. In Section Two: Hexion Corporate Brand Overview, we outline the Hexion brand strategy. In Section Three: The New Look: The Hexion Corporate Identity, we provide an overview of Hexion s corporate logo configurations and delineate their appropriate usages. In Section Seven: Hexion Design System, we define the design elements that complement the Hexion identity, and explain how these elements work together to create visually distinctive communications that support our brand. These design elements and usage guidelines have been designed to allow creative flexibility, while ensuring visual consistency across a myriad of communications.

4 Section Three The New Look The Hexion Corporate Identity 3.1 Logo Corporate 2.5 The New Hexion Look Color Overview 3.6 Logo Applications Do s and Don ts The Hexion Corporate Logo is the primary visual identity device which conveys the ownership of, and responsibility for, all Hexion Specialty Chemicals properties, functions, products, services and personnel. The correct usage of this logo helps to promote and reinforce brand identity while at the same time build brand equity. The Hexion Corporate Logo is rarely, if ever, used alone. It is normally seen combined with one of the two descriptive identifiers: Marketing Entity Identifier Signature Entity Identifier The exceptions to this rule apply only to promotional items where size reduction or enlargement would render the Descriptive Identifiers illegible or obtrusive. Acceptable Applications: Impact X The unique graphic element, consisting of a custom designed X coupled with a traditional hexagon shape, which creates a strong and memorable focal point. Wordmark The combination of the Impact X and custom modified letters that collectively create the Hexion Corporate Logo. Trade Show/Event Materials Promotional/Premium Items For questions or concerns about the correct selection of a logo configuration, Hexion Corporate Logo NOTE: Exceptions must be approved by the Hexion Marketing Communications Department.

5 Section Three The New Look The Hexion Corporate Identity Logo Marketing Entity 2.5 The New Hexion Look Color Overview 3.6 Logo Applications Do s and Don ts As the Hexion Corporate Logo is new to the marketplace, it requires an identifier that reinforces where our products and services are used. Therefore, the addition of a Specialty Chemicals identifier, aligned with the Hexion Corporate Logo, creates our Marketing Entity. The primary usage for this configuration is on stationery, marketing/corporate collateral material, signage and sales promotional items. The following applications list can help you determine when this configuration is required. Sections eight through thirteen of these standards show correct usage on various communication examples. The example below is the only acceptable configuration of the Marketing Entity, and may not be altered or modified in any way. Acceptable Applications: Corporate/Divisional Stationery Business Unit Stationery Corporate Communications/Materials Internal/External Business Forms Sales Collateral Electronic and Traditional Presentations Packaging Product Labeling Point-Of-Sale Materials Internal/External Signage For questions or concerns about the correct selection of a logo configuration, Hexion Marketing Entity Corporate Logo Marketing Identifier

6 Section Three The New Look The Hexion Corporate Identity Logo Signature Entity 2.5 The New Hexion Look The Signature Entity configuration serves as the primary identification for all Business Unit and geographical Corporate/Divisional locations (e.g. Hexion Specialty Chemicals, Inc.; Hexion Specialty Chemicals It is created by combining the Hexion Corporate Logo with the appropriate complete legal name of the geographical Corporate/Divisional Entity or the Business Unit, including the local mailing address. For questions or concerns about the correct selection of a logo configuration, Color Overview 3.6 Logo Applications Do s and Don ts B.V.; Hexion Specialty Chemicals UK, Ltd.; Hexion Specialty Chemicals Pty. Ltd.; Hexion Química Indústria e Comércio S.A.; and Hexion Specialty Chemicals GmbH). The configuration is used primarily in the legal sign-off of various business documents and marketing/advertising materials. Acceptable Applications: Corporate Advertising Corporate Marketing/Collateral Business Unit Sales Collateral Hexion Signature Entity Corporate - North America Hexion Corporate Logo Hexion Specialty Chemicals, Inc. Corporate Address Divisional - North America Hexion Corporate Logo Formaldehyde and Forest Products Division Divisional Address Business Unit - North America Hexion Corporate Logo Oilfield Technology Group Park Row, Suite 160 Houston, TX Local Address

7 Section Three The New Look The Hexion Corporate Identity 3.2 Trademark 2.5 The New Hexion Look Logo Trademark The Hexion logo is protected by trademark law in the countries in which we operate. This provides Hexion with protection against others who might use a similar name or mark in our marketplace to gain entry. By law, Hexion has the right to actively pursue those who would intend to do so and views infringement or dilution of the mark, by commercial entities, as legally actionable. We have created this logo to show a strong, visually distinctive mark that is easily protected. Please keep in mind that these usage standards are in place to ensure that the Hexion Corporate Logo remains a strong and identifiable mark. Only by consistent use of the logo, and its two acceptable configurations, Hexion Corporate Logo with TM do we continue to strengthen our right to this mark. Any dilution of the mark (see page unacceptable configurations ) may weaken our right to such protection. The Trademark TM Symbol For most logo applications, Hexion uses the TM symbol to indicate our right to this mark; however, on applications where a TM becomes obtrusive because of logo enlargement, or too small because of reduction, options exist (see Logo Sizes page 3.4). The Signature Entity is always required on the back of printed literature as part of the legal sign-off. The TM must appear on all print materials. The TM is not used on electronic presentations or on specialty items such as clothing, pens, pencils, etc., or on large materials such as banners, signage, etc. where the symbol becomes obtrusive. Trademark with Body Copy The Hexion Corporate Logo may never be used within body copy situations. When used in text, the Hexion name should appear in the same font and size as the surrounding body copy. Within collateral, advertising and other related marketing communications, the first mention of Hexion must be trademarked TM and accompanied by the complete Legal Name. For all remaining Hexion references within the same document, the TM is not used. Do not use the TM in title or headline situations. Hexion Corporate Logo with Marketing Entity Identifier with TM

8 Section Three The New Look The Hexion Corporate Identity 3.3 Logo Isolation Area 2.5 The New Hexion Look 4.1 Business Cards 12.1 PowerPoint Presentation An Isolation Area around the Hexion Corporate Logo, and its variations, has been established to ensure ease of legibility for all applications. No other elements, including typography, other logos, graphics or photos may intrude upon this Isolation Area..5X Hexion Corporate Logo The dotted frame represents the Isolation Area Hexion Marketing Entity The dotted frame represents the Isolation Area Hexion Signature Entity (Corporate - North America) Hexion Specialty Chemicals, Inc. The dotted frame represents the Isolation Area

9 Section Three The New Look The Hexion Corporate Identity 3.4 Logo Sizes 2.5 The New Hexion Look Size s The Hexion Corporate Logo and its two configurations have been designed to be reduced or enlarged (within set limits) to accommodate different application needs. Size measurement is always determined by the width of the Hexion logo (excluding TM ). Small format applications: specialty items such as clothing, pens, golf balls, electronics, etc., the Hexion Corporate Logo and unique situations requiring variance guidance, contact the Hexion Marketing All Hexion printed collateral and without a TM is preferred. marketing materials require one or more of the Hexion Corporate Logo configurations. To determine the appropriate logo choice, see logo usage requirements in Section 3.1. Large format applications: for oversized posters, banners, vehicles, signage and tradeshow displays, etc., the TM should be removed. Hexion Corporate Logo Hexion Marketing Entity Hexion Signature Entity Minimum size with TM Minimum size Corporate - North America 1.125" 1.125" Hexion Specialty Chemicals, Inc. Minimum size without TM.625" NOTE: There is no maximum size limitation, however; when using the TM version beyond 2" in width, the "TM" should be reduced to remain unobtrusive and in the same position. See example on page 3.1. NOTE: There is no maximum size limitation, however; when using the TM version beyond 2" in width, the TM should be reduced to remain unobtrusive and in the same position. See example on page Divisional - North America Formaldehyde and Forest Products Division Business Unit - North America Oilfield Technology Group Park Row, Suite 160 Houston, TX 77084

10 Section Three The New Look The Hexion Corporate Identity 3.5 Corporate Logo Color Requirements 2.5 The New Hexion Look The Hexion Corporate Logo and its two acceptable configurations have been designed to accommodate certain print reproduction limitations. In all cases, the logos must use the established Hexion Corporate Color Palette. The preferred color choice has been designated as standard. Whenever possible, the standard color scheme should be used on a bright white background. When two- or three-color printing is not available, Black is the acceptable one-color option. Hexion Corporate Color Palette Black White PANTONE 279 Blue PANTONE 417 Gray NOTE: When matching PANTONE 279 Blue in 4/C process, be aware that this is a color-critical application. The formula given in this guide may differ slightly from your printer s output. Please manage the 4/C match so it is color correct. Hexion Marketing Entity Three-color standard CMYK: 68/34/0/0 RGB: 105/144/201 CMYK: 1/0/25/65 RGB: 118/117/97 In situations where PANTONE 417 Gray is not an option, Black is the acceptable alternative for the Marketing Entity identifier. In situations where a dark background is dictated, legibility becomes the key concern and the entire logo should be reversed out in White. On light backgrounds, other than White, the Hexion logo should print in one-color, Black. When spot colors are not available, the four-color process equivalent (CMYK) may be substituted. Two-color option One-color option Reverse option NOTE: The Hexion logos must appear black or white when used on color backgrounds.

11 Section Three The New Look The Hexion Corporate Identity 3.6 Logo Applications Acceptable 2.5 A New Hexion Look Logo Color Requirements The Hexion Corporate Logo is configured with two different identifier lines which are in turn required for specific applications. Refer to Corporate Logo Color Requirements in Section 3.5 for acceptable color usage. Color for the Identifier Lines It is preferable to use Pantone 417 Gray with the three-color version of the Hexion Marketing Entity and Signature Entity Logos. However, in one-color applications it is may be necessary for the logo with Specialty Chemicals to appear either all black or all white. Approved art has been created for all logo variations. Do not re-create or alter approved art. Hexion Corporate Logo Hexion Marketing Entity Hexion Signature Entity Two-color standard Three-color standard Three-color standard Hexion Specialty Chemicals, Inc. One-color option Two-color option Two-color option Hexion Specialty Chemicals, Inc. Reverse option One-color option One-color option Hexion Specialty Chemicals, Inc. Reverse option Reverse option Hexion Specialty Chemicals, Inc.

12 Section Three The New Look The Hexion Corporate Identity Logo Applications Unacceptable 2.5 A New Hexion Look Logo Color Requirements The Hexion logo may never be altered beyond its acceptable usage requirements, see Section 3.6. Below are some examples of unacceptable distortions and colorations of the Hexion logo. HE ION Specialty Chemicals Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Vestibulum

13 Section Four Corporate Stationery Applications 4.1 Business Cards North America Logo Color Requirements 4.2 Letterhead/ Envelopes 4.3 Fax and Memo Forms Business cards are one of the most prominent pieces of our Corporate Identity Standards. They not only tell people who you are, the role you play and how they can reach you, but they are generally the first impression that a person has of our company. That image can be passed from person to person around the world. Three organizational levels of business cards exist, each with specific titling requirements: The Hexion approved vendor has all the printing specifications needed for reproduction. Business cards may be ordered by completing an electronic form which is located within the Forms tab on the Home page of the Hexion intranet site. Corporate Business Card North America 3.5" x 2" Corporate Divisional Business Unit Craig O. Morrison President and Chief Executive Officer Hexion Specialty Chemicals, Inc. craig.morrison fax All business cards print on one side only as shown in the examples. Card specifications for the font, size, content, position, spacing and color have been predetermined and do not change. A maximum of two information lines exist below the individual name, to be used for: job title and professional classification A maximum of six information lines are allocated for the address block, which should include (in order): local address address phone number fax number mobile number Divisional Business Card North America Joseph P. Bevilaqua President Formaldehyde and Forest Products Division joseph.bevilaqua fax mobile Business Unit Business Card North America Jerry F. Borges Vice President Oilfield Technology Group Park Row, Suite 160 Houston, TX jerry.borges fax mobile

14 Section Four Corporate Stationery Applications Business Cards Worldwide (Metric) Logo Color Requirements 4.2 Letterhead/ Envelopes 4.3 Fax and Memo Forms Business cards are one of the most prominent pieces of our Corporate Identity Standards. They not only tell people who you are, the role you play and how they can reach you, but they are generally the first impression that a person has of our company. That image can be passed from person to person around the world. Three organizational levels of business cards exist, each with specific titling requirements: A maximum of eight information lines are allocated for the address block, which should include (in order): local address address phone number fax number mobile number The Hexion approved vendor has all the printing specifications needed for reproduction. Business cards may be ordered by completing an electronic form which is located within the Forms tab on the Home page of the Hexion intranet site. Corporate Divisional Business Unit Business cards should print on one side only whenever possible. However, in situations where additional content is required, the backside maybe used. Card specifications for the font, size, content, position, spacing and color have been predetermined and do not change. Name and Organizational Title font is HelveticaNeueLT Std Med, 7.5 pt with.5 pt leading, (7.5/8pt). Job Title and Address Block font is HelveticaNeueLT Std, 7 pt with 1 pt leading, (7/8pt). A maximum of four information lines exist below the individual name, to be used for: job title and professional classification Corporate Business Card Metric System 85mm x 55mm Nachname Titel Funktion NOTE: The example shown represents the model for Germany. Actual trim dimensions may vary as no common standard exists worldwide. When modifying card size for a specific region, the predetermined logo size, Isolation Area, type and spacing requirements do not change. Hexion Specialty Chemicals GmbH Gennaer Straße Iserlohn-Letmathe Germany vorname.nachname fax mobile 0.5cm 4.75cm 0.6cm 2.9cm

15 Section Four Corporate Stationery Applications 4.2 Letterhead/Envelopes Logo Color Requirements 4.1 Business Cards 4.3 Fax and Memo Forms Like our business cards, letterhead and envelopes are also prominent pieces of our Corporate Identity Standards. All letterhead and envelopes print on one side only, as shown in the examples. The Corporate, Divisional and Business Unit organizational levels also apply to letterhead and envelopes. Where a second language is required, the opposite side of the card should be used following the same standards. The Hexion approved vendor has all the printing specifications needed for reproduction, both North American standard and metric standard sizes. Use of these preprinted stationery components are the preferred choice, however, Microsoft Word templates have also been created and are accessible on the Hexion Intranet. When using preprinted stationery, maintaining the correct margin settings and content organization is key to creating a consistent image. (See Sections and for requirements). Corporate/Divisional North America Hexion Specialty Chemicals, Inc. hexionchem.com Business Unit North America Oilfield Technology Group Park Row, Suite 160 Houston, TX hexionchem.com Hexion Specialty Chemicals, Inc. hexionchem.com

16 Hexion Specialty Chemicals, Inc. Section Four Corporate Stationery Applications Letter Content Specifications North America 4.3 Fax and Memo Forms The following example demonstrates the correct format and usage requirements for creating a letterhead communication. This format is used for all organizational levels Corporate, Divisional and Business Units. Margin settings must be applied when using preprinted letterhead stationery. No content may be placed outside the margin requirements. Body Copy font is HelveticaNeueLT Std Lt, 10 point with 2 point leading, (10/12pt). All date, address, title and paragraph separation is double spaced. The preferred Signature Area is four-line spacing. The Date Line position is the starting point for all content. No elements, type or graphics are permitted above this line. This ensures clear space and the required isolation area for the Hexion logo. The Signature Block is located directly below the Signature Area and is the designated location for the following information (when needed), in the order shown: sender s name sender s title sender s address sender s phone number sender s fax number sender s mobile number 1.25" 1.375".625" 1.25" Corporate/Divisional.625" 1.75" hexionchem.com double space double space double space paragraph double space bullets indent at 0.25" Body Copy 10 pt HelveticaNeueLt Std Lt 2 pt leading Signature Area four-line spacing Signature Block June 16, 2005 Mr. Mark Stockstill President Graphica Design & Communications 2501 Lyons Road Miamisburg, OH Dear Mr. Stockstill; Date Line Four great companies with unique histories and identities have come together. We are integrating thousands of people and hundreds of products into a cohesive, powerful whole, under the name Hexion Specialty Chemicals. Hexion is a new name in the marketplace. Communicating this new name to the marketplace is both a tremendous challenge and an incredible opportunity. It s critical that from the start, we present the new company and its name in the most positive and consistent way possible. These new Corporate Identity Standards represent very stringent guidelines for how we use the new corporate name and logo in the marketplace. Included in this document are the tools necessary to develop consistent, on-brand communications: Logo Trademark Color Requirements Standards for Stationery Letterhead, Envelopes, Business Cards, etc. Signage While the standards in this Manual may not foresee all possible future usages, they are intended to set the tone for how we use the Hexion logo and the Hexion Specialty Chemicals name. These guidelines should provide the practical tools and information needed to carry out our Identity Strategy. By following these guidelines, you will do your part in helping us build the value of the Hexion brand in the marketplace. The accompanying guidelines and standards will be published on the Hexion Intranet and should be used on all new materials, effective immediately. Please contact me if I can provide additional information or guidance. Bill Klosterman Marketing Communications Manager fax mobile bill.klosterman 1.00"

17 Section Four Corporate Stationery Applications Letter Content Specifications Worldwide (Metric) Logo Color Requirements 4.1 Business Cards 4.3 Fax and Memo Forms The following metric example demonstrates the correct format and usage requirements for creating a A4 sized letterhead communication. This format is used for all organizational levels Corporate, Divisional and Business Units. Margin settings must be applied when using preprinted letterhead stationery. No content may be placed outside the margin requirements. Body Copy font is HelveticaNeueLT Std Lt, 10 point with 2 point leading, (10/12pt). All date, address, title and paragraph separation is double or triple spaced (see example). The preferred Signature Area is four-line spacing. The recipient address is the starting point for all content. No elements, type or graphics are permitted above this line. This ensures clear space and the required isolation area for the Hexion logo. The Date Line is located directly below the sender s name and title. The Signature Block is located directly below the Date Line and is the designated location for the following information (when needed), in the order shown: sender s address sender s phone number sender s fax number sender s mobile number Corporate/Divisional 3cm cm cm 3cm cm 6.75cm Hexion Specialty Chemicals GmbH Gennaer Straße Iserlohn-Letmathe Germany hexionchem.com 9.9cm three-line spacing Body Copy 10 pt HelveticaNeueLt Std Lt 2 pt leading paragraph double space Signature Area four-line spacing (optional position) Date Line Signature Block Corporate Detail 7 pt HelveticaNeueLt Std Lt Pantone 417 Grey Firmenname Vorname Nachname Straße Hausnummer PLZ Ort Land Anredeformel Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam. Quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit. Esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril. Delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mit freundlichen Grüßen, Vorname Nachname Funktion 3. Juni Telefon Telefax Mobil Postanschrift: Postfach 7154, Iserlohn, Germany. Sitz und Registergericht: Iserlohn HRB Steuer-Nr. 112/5709/ cm

18 Section Four Corporate Stationery Applications Correspondence Forms Signature Block (North America/Worldwide) 4.3 Fax and Memo Forms 4.5 News Release Media Policy Signatures on , letters, and memos have historically been a personal expression of an associate s role within the legacy companies. Now as we become one global company with a single Marketing Entity, the Signature Block should closely resemble the look and feel of our business cards. Therefore, the Hexion Logo, or other graphic elements, should no longer be included in the Signature Block. Signature Block Last line of message content. Bill Klosterman Marketing Communications Manager Hexion Specialty Chemicals, Inc fax mobile double space double space The examples demonstrate the correct format and usage requirements for creating /letter/memo Signature Blocks. These formats are used for all organizational levels Corporate, Divisional and Business Units. Body Copy font is HelveticaNeueLT Std Lt, 10 point with 2 point leading, (10/12pt). The Signature Block is located directly below the sender s name and is the designated location for the following optional information, in the order shown: sender s name sender s title sender s corporate/divisional/ business unit address (used only in signature) sender s address (not used on signature) sender s phone number sender s fax number sender s mobile number Letter Signature Block Last line of message content. Bill Klosterman Marketing Communications Manager bill.klosterman fax mobile Memo Signature Block Last line of message content. Bill Klosterman Marketing Communications Manager bill.klosterman fax mobile Signature Area four-line spacing single space double space double space

19 Section Four Corporate Stationery Applications 4.3 Correspondence Forms Fax/Memo Color Overview 4.1 Business Cards 4.2 Letterhead/ Envelopes Microsoft Word templates have been developed for most common internal and external correspondence materials. The Fax and Memo templates must be modified to reflect the appropriate organizational level Corporate, Divisional or Business Unit. The templates for these documents are available within the Forms tab on the Home page of the Hexion intranet site. When using these templates, the correct font size and organization of information is key to creating a consistent image. The preset margins will insure correct placement of content. Body Copy font is HelveticaNeueLT Std Lt, 10 point with 2 point leading, (10/12pt). All Title and paragraph separation is double spaced. The Signature Bock and Title is single spaced. For the memo template, the space directly below the Signature Block is the designated location for the following information (when needed), in the order shown: senders name senders title senders address senders phone number senders fax number senders mobile number NOTE: The examples shown represent North American models. When modifying forms to A4 Worldwide standard, the predetermined sizes and positions for all header components, including type and spacing requirements, do not change. Fax Form Corporate (North America) Memo Form Corporate (North America) FAX COVER MEMO Date: June 9, 2005 # of Pages: 2 Sender Fax: To: Mark Stockstill Receiver Fax: From: Bill Klosterman Phone: Subject: Corporate Identity Standards Date: June 9, 2005 To: Columbus From: Bill Klosterman Subject: bill.klostermanbill.klosterman Message: Mark, Hexion Specialty Chemicals is the combination of four separate and unique companies that represent more than 200 years of branding identity and a reputation for quality products and outstanding service. Hexion is a new name in the marketplace. We are faced with a tremendous challenge, as well as an incredible opportunity, of introducing a new company to the world. It's extremely critical that at its inception, we present the new company name of Hexion Specialty Chemicals in the most positive and consistent means available to us. We believe our global scale and breadth of product line will help us deliver significant advantages to our customers. We have opportunities to increase sales of products by introducing them to new geographies, and we will also be able to offer a more diverse product line to all our customers, utilizing the existing product lines of each of the combined businesses. These new Corporate Identity Standards represent very stringent guidelines for how we use the new corporate name and logo in the marketplace. Obviously, this is an incredible undertaking that will involve changing the name in more than 85 manufacturing locations around the world alone. This change will not happen overnight. And the standards in this Manual may not foresee all possible future usages. It is our intention, however, that these guidelines set the tone for corporate standards in how we use the Hexion logo and the Hexion Specialty Chemicals name. These guidelines should provide the practical tools and information needed to carry out our Identity Strategy. By following these guidelines, you will do your part in helping us increase the value of the Hexion brand in the marketplace. The accompanying guidelines and standards will be published on the Hexion Intranet and should be used on all new materials, effective immediately. Please contact me if I can provide additional information or guidance. If you would like additional copies for your location, please me with your request. Bill Klosterman Marketing Communications Manager To All Hexion Associates, Hexion Specialty Chemicals is the combination of four separate and unique companies that represent more than 200 years of branding identity and a reputation for quality products and outstanding service. Hexion is a new name in the marketplace. We are faced with a tremendous challenge, as well as an incredible opportunity, of introducing a new company to the world. It's extremenly critical that at its inception, we present the new company name of Hexion Specialty Chemicals in the most positive and consistent means available to us. We believe our global scale and breadth of product line will help us deliver significant advantages to our customers. We have opportunities to increase sales of products by introducing them to new geographies, and we will also be able to offer a more diverse product line to all our customers, utilizing the existing product lines of each of the combined businesses. These new Corporate Identity Standards represent very stringent guidelines for how we use the new corporate name and logo in the marketplace. Obviously, this is an incredible undertaking that will involve changing the name in more than 85 manufacturing locations around the world alone. This change will not happen overnight. And the standards in this Manual may not foresee all possible future usages. It is our intention, however, that these guidelines set the tone for corporate standards in how we use the Hexion logo and the Hexion Specialty Chemicals name. These guidelines should provide the practical tools and information needed to carry out our Identity Strategy. By following these guidelines, you will do your part in helping us increase the value of the Hexion brand in the marketplace. The accompanying guidelines and standards will be published on the Hexion Intranet and should be used on all new materials, effective immediately. Please contact me if I can provide additional information or guidance. If you would like additional copies for your location, please me with your request. Bill Klosterman Marketing Communications Manager bill.klosterman fax mobile CONFIDENTIALITY NOTE: The information contained in this facsimile message is legally privileged and confidential information intended only for the use of the individual or entity named above. If the reader of this message is not the intended recipient, you are hereby notified that any disclosure, distribution or copy of the contents of this facsimile is strictly prohibited. If you have received this facsimile in error, immediately notify us by telephone to arrange for return of the original documents to us. double space Body Copy 10 pt HelveticaNeueLt Std Lt 2 pt leading double space Body Copy 10 pt HelveticaNeueLt Std Lt 2 pt leading

20 Section Five Other Applications 5.1 Identity Badges 3.4 Isolation Area Color Overview Identity badges have been designed to allow easy recognition of Hexion personnel while clearly separating these individuals from visitors. Employee badges are required and must be obtained through the Human Resources Department. Pre-printed, numbered visitor badges are to be used by all non-employee personnel within Hexion secure locations. These badges are distributed and controlled by Hexion security personnel. Employee Identity Badge Visitor Identity Badge

21 Section Five Other Applications 5.2 Identity Apparel 3.4 Isolation Area Color Overview Apparel requirements may vary widely based on any number of issues, including: climate, safety, work environment, and durability. In addition, color may also play a role. Uniform Patch Embroidered 2.0" X = the height of logo Hexion Corporate Logo While we cannot anticipate every unique situation, a clean White ground color is the preferred choice for most apparel items such as: soft hats, short and long-sleeve uniform shirts, jackets, lab coats, etc. In cases where White is not an option, the remaining Corporate Color Palette should be the first consideration. Lab Coat Patch The two-color Hexion Corporate Logo on a White background, is to be used on uniform patches and other sewn or embroidered applications (see Section 3.5 for acceptable color use). The two-color logo (Black and PANTONE 279) is the preferred choice when used on a White background. When using any background color other than white, the Hexion Logo must be reproduced in all white or black only (see Section 3.5 for acceptable color use). Hard Hat 3.0" Hexion Marketing Entity

22 MC PUCO HF MC PUCO HF Section Five Other Applications 5.3 Vehicle Graphics Color Overview The Hexion Marketing Entity is the appropriate logo configuration for all vehicles. Please use these examples as reference to determine the appropriate size for your particular vehicle application. The base color of all vehicles must be bright white for overall fleet consistency. Mandated state transportation information must be displayed away from the Hexion Marketing Entity as shown in the examples below. The Hexion Marketing Entity must be re-produced in a three-color format (Black, PANTONE 279 Blue and PANTONE 417 Gray). The inclusion of the Web address: hexionchem.com is preferred but not required for all vehicles. When used, the preferred position is on the same baseline as the Hexion Marketing Entity, placed on the opposing side of the same common panel and printed in PANTONE 417 Gray. hexionchem.com MC PUCO HF hexionchem.com MC PUCO HF hexionchem.com hexionchem.com NOTE: On rear vehicle applications, do not split the Hexion Marketing Entity. For dual vertical cargo doors, reduce the logo to fit comfortably on one panel. For garage door types, enlarge and center, however, do not split the logo on a panel seam.

23 Section Five Other Applications 5.4 Signage Ground Mounted Logo Color Requirements Signage must use the Hexion Marketing Entity in the approved three-color combination (Black, PANTONE 279 Blue and PANTONE 417 Gray). The address number, if required, prints in PANTONE 417 Gray. The face panels are satin finish Bright White. The base panels are satin finish PANTONE 417 Gray. A narrow matte Black band, separates the face and base panels. Whenever possible, the face panel of these structures should be illuminated by internal or exterior lighting. Signage may be single- or double-sided based on location needs. Corporate signage may not include any Divisional or Business Unit names. Aluminum and/or plastic is the preferred surface material for face/base panels. Structure assembly should be designed to conceal mounting hardware from sight. Visible structural support legs or hanging signs are not permitted for free-standing ground applications. Where height is a requirement or advantageous, a pillar-mount option should be used. See the example below. While we are aware that structure size may be influenced by physical location and/or local code requirements, a 10-foot width is preferred for all ground mounted applications. NOTE: the Isolation Area requirements for Hexion Marketing Entity and address number will dictate the size proportions for the face panel, and that in turn determines the size of the all remaining signage components. Free-Standing Structure (Pillar-Mount Base Option Shown) Free-Standing Structure (Minimum Base Height Shown) 3X X = the height of logo X 1.5X 3X.5X 1800 Black Band 1.5X 2X Face Panel Base Panel Minimum Base Height Requirements Base Panel

24 Section Five Other Applications Signage Facility Mounted Logo Color Requirements In situations where a ground sign is not appropriate, a sign may be mounted to the exterior of a facility. Signage must use the Hexion Marketing Entity in the approved three-color combination (Black, PANTONE 279 Blue and PANTONE 417 Gray). The address number, if required, prints in PANTONE 417 Gray. The face panels are satin finish Bright White. Whenever possible, the face panel of these structures should be illuminated by internal or exterior lighting. Corporate signage may not include any Divisional or Business Unit names. Aluminum and/or plastic is the preferred surface material for face/base panels. Structure assembly should be designed to conceal mounting hardware from sight. While we are aware that structure size may be influenced by physical location and/or local code requirements, a 10-foot width is preferred for all ground mounted applications. NOTE: the Isolation Area requirements for Hexion Marketing Entity and address number will dictate the size proportions for the face panel. Surface-Mount Structure Overhead View Facility Surface.5X X = the height of logo 3X.5X X Front View Facility Surface

25 Section Five Other Applications Signage Directional (Free-Standing) Logo Color Requirements Direction signage must use the Hexion Marketing Entity in the approved three-color combination (Black, PANTONE 279 Blue and PANTONE 417 Gray) on a satin finish Bright White face panel. A narrow band in a matte Black finish separates the face and base panels. Painted, flat-panel facings are acceptable for all directional applications. Signage may be singleor double-sided based on location needs. Directional copy is HelveticaNeueLT Std Med, 200 point with solid leading (200/200pt), and prints White on satin finish PANTONE 417 Gray base panel. To conserve space and ensure readability, content should always be as concise as possible. Face panels may not include any Divisional or Business Unit names. Aluminum and/or plastic is the preferred surface material for face/base panels. Structure assembly should be designed to conceal mounting hardware from sight. Visible structural support legs or hanging signs are not permitted on free-standing signage. While we are aware that structure size may be influenced by physical location, local code requirements and message content, the preferred dimensions for Free-Standing Pillar signage is 30"w x 72"h x 2.75"d. Free-Standing Pillar NOTE: in all directional signage applications, the Isolation Area requirements for Hexion Marketing Entity will dictate the size proportions for the face panel. 3X 2X 72" Plant B Shipping & Loading Formaldehyde Containment Logistics Administration 2X 30"

26 Section Five Other Applications Signage Directional (Surface Mount) Logo Color Requirements Surface mounted directional signage must use the Hexion Marketing Entity in the approved three-color combination (Black, PANTONE 279 Blue and PANTONE 417 Gray) on a satin finish Bright White face panel. A narrow band in a matte Black finish separates the face and base panels. Painted, flat-panel facings are acceptable for all directional applications. Directional copy is HelveticaNeueLT Std Med, 200 point with solid leading (200/200pt), and prints White on satin finish PANTONE 417 Gray base panel. Exceptions to this standard must be approved by Hexion Marketing Communications Department. Face panels may not include any Divisional or Business Unit names. Aluminum and/or plastic is the preferred surface material for face/base panels. Whenever possible, mounting system/hardware should be concealed from sight. While we are aware that structure size may be influenced by physical location, local code requirements and message content, the preferred dimensions for Surface Mounted signage is 30" width, with depth determined by the content. NOTE: in all directional signage applications, the Isolation Area requirements for Hexion Marketing Entity will dictate the size proportions for the face panel. Surface-Mounted Directional Surface-Mounted Informational 3X 3X 2X 2X Variable Loading Bays Performance Resins Storage 1-6 South Bay Entrance 2X Gate 7 NOTE: This example demonstrates an approved exception to the preferred type size requirements. 2X 30"

27 Section Five Other Applications Signage Doors Logo Color Requirements Interior/Exterior Door Signage These applications use the Hexion Marketing Entity. As always, the proper Isolation Area (see Section 3.3) must be applied when using the Hexion logo. In certain cases, additional information may be required (address, Business Unit, suite number, directional information, etc.). This information must be displayed in HelveticaNeueLT Std Lt (see example below). Informational text and graphics are aligned and flush left with the Hexion Marketing Entity. Be sure to maintain the appropriate Isolation Area around the text for optimum legibility. Most standard doors will accommodate the Hexion Marketing Entity at 13" in width. In cases where there are two entry doors, the logo and additional information must be placed on the right-side entry door. Glass/Transparent Doors For these applications, the preferred logo color is white. Logo should be centered horizontally and positioned 60" from the floor (to baseline of logo). Wood/Metal Doors For these applications, the standard three-color logo is the preferred choice, placed on a bright white background or panel. Use the required Isolation Area (see Section 3.3) as the minimum clear space when determining an appropriate panel size. Facility Directories In facility directories, use references to Hexion in the body copy type style do not use the Hexion logo or its configurations. Leaseholder Agreement/ Local Signage Codes When necessary, check leaseholder agreements and local signage codes to ensure compliance with local restrictions and/or approval processes. Teammate Entrance Only Access Card Required

28 Section Nine Technical Publications 9.1 Product Data Sheets and Fact Sheets Microsoft Word templates have been developed for all Product Data Sheets and Fact Sheets and should not be recreated or modified. The templates for these documents are available from the Marketing Communications Department. When using these templates, the correct font size and organization of information is key to creating a consistent image. The preset margins will ensure correct placement of content. For single-sided documents, use only the Organizational Title and Address Block within the legal sign-off section. For multiple-page documents, use the complete Hexion Signature Entity within the legal sign-off section. Product Bulletin Single-page Multiple-page Product Bulletin Product Bulletin WONDERBOND WB-957H CASCOMELT PUR AB22 Product Description Product Physical Properties: (at time of manufacturing) WONDERBOND WB-957H is a Color White one part high quality, cross-linking PH@25 C polyvinyl acetate emulsion Freeze Thaw Resistance Harmed by freezing formulated for radio-frequency and hot press operations where Odor of Latex Mild good gluing performance, at Solids, Water-based Products 50 52% moderate cost, is essential. Viscosity, Brookfield LV _3/12/25 C Weight per Gallon, Gardner Cup 9.2 lbs Typical General Properties Type of Product Cross-linking PVA WB-957H is ready-to-use, has fast Storage Life at 70 F Three Months setting speed, and is suggested as a radio frequency laminating and Technical Information Before using any Hexion Specialty hot press adhesive. Chemicals product, please be sure For additional information or to read the Material Safety Data assistance, please contact your Sheet which was included with Minimum Gluing Temperature nearest Hexion Technical Service the shipment. Representative or Sales Manager at This adhesive should not be used High Point, NC (336) or For more information contact your for cold set applications. The glue Springfield, OR (541) local Hexion Specialty Chemicals line will chalk and poor adhesion Sales Representative or Customer will result. Service Center (800) WONDERBOND is a registered trademark of Hexion Specialty Chemicals, Inc. Hexion Specialty Chemicals, Inc. For worldwide locations visit hexionchem.com Hexion Specialty Chemicals, Inc. Printed in U.S.A. and Licensed trademarks of Hexion Specialty Chemicals, Inc. *Responsible Care is a registered service mark of the American Chemistry Council. HEXION SPECIALTY CHEMICALS MAKES NO WARRANTY, EXPRESS OR IMPLIED, CONCERNING ANY PRODUCT OR THE MERCHANTABILITY OR FITNESS THEREOF FOR ANY PURPOSE OR CONCERNING THE ACCURACY OF ANY INFORMATION PROVIDED BY HEXION SPECIALTY CHEMICALS, except that the product shall conform to contracted specifications, and that the product does not infringe any valid United States patent. The information provided herein was believed by Hexion Specialty Chemicals to be accurate at the time of preparation or prepared from sources believed to be reliable, but it is the responsibility of the user to investigate and understand other pertinent sources of information, to comply with all laws and procedures applicable to the safe handling and use of the product and to determine the suitability of the product for its intended use. Product Description Typical Adhesive Properties: (at time of manufacture) CASCOMELT PUR AB22 is a Property: Specification: Test/Measure Method: reactive hot melt adhesive based on Base Polyurethane polyurethane (PUR) for processing 120 C 5,000 ± 2,000 mpas (Brookfield at low temperatures and with 140 C 3,000 ± 1,000 HBTD 10 rpm) open time. PUR AB22 is well suited to highly stressed assembly Application Temperature C bonding and bonding structural Depending on bead compounds at low working Open Time 1 minutes (approx.) Storage Precautions thickness Before using any Hexion Specialty temperatures. PUR AB22 is an CASCOMELT PUR AB22 Press can Time be PUR AB22 contains seconds Chemicals product, please be excellent choice for laminating sure to read the Material Safety decorative papers to stored paper in factory-sealed Reaction containers Time diphenylmethane-4,4'-diisocyanate. 3 days Approximately Data Sheet which was included substrates, for fleece as laminating follows: cartridges Resistance for approx. Heat When 100 C hot melt (approx.) adhesives are Depending with upon the shipment. of veneers and wrapping 12 months paper and aluminum tins for Cold melted -40 C and (approx.) applied, vapors are the set substrate and PVC foils to various approx. profile 6 months. Protect from free and an unpleasant odor can For more information contact your materials. Additional advantages humidity. to occur, even if the recommended local Hexion Specialty Chemicals Rate of feed from 10 working to more than temperature Cleaning PUR AB22, following cross-linking, has been Sales Representative or Customer 20 m/min. are obtainable. observed. Substrate heavy-duty bonds are achieved Moreover It if is the unnecessary to clean Service Center (800) which are highly resistant Packaging wetting can be improved to heat, prescribed by using working equipment temperature during continuous hot air blowers placed water and cold. CASCOMELT PUR AB22: is before exceeded the over a operation. longer period, When finished working pressure rollers of the harmful machine. decomposition with products CASCOMELT PUR CASCOMELT AB22 is a registered Carton with 12 cartridges, can develop. Precautions empty should the application trademark aggregate of or Hexion Specialty Application Techniques 300g net each be taken to eliminate drain the off vapors, the remaining Chemicals, hot melt. Inc. Application Devices Carton with 4 aluminum tins, e.g., by using a suitable Immediately ventilation insert a suitable For assembly bonds CASCOMELT 1.5kg net each Hand cartridge pistol system. for manual cleaning agent, melt and discharge PUR AB22 is applied by means of application it until the last traces of hot melt hand cartridge pistols or melted from tins in systems equipped with Melting tanks with nitrogen have been removed. Cured hot melt Waste Disposal heated hoses and special nozzles. protection can only be removed mechanically. The rate of feed is dependent upon Disposal of contents EVA and/or hot melt or CASCOMELT CL16 Bulk melter systems the materials used and the shape containers should comply are suitable with all cleaning agents. of the profile. In general, for the Sealed roller systems, applicable nozzle federal, state and local production of reinforced laminated applicators and slot nozzle regulations. veneers, decorative papers etc., applicators and for profile wrapping, bulk melting systems are used. The melted CASCOMELT PUR AB22 is conveyed to the application aggregate. The adhesive is applied by means of sealed roller system or by means of slot nozzles. HCD-116 Rev 7/12/05 Wonderbond WB-957H Month 00, 199X 00/0000 Page 1 of HCD-104 7/12/05 Cascomelt PUR AB22 February 26, /26/2004 Page 1 of 2 25 PAB Hexion Specialty Chemicals, Inc For worldwide locations visit hexionchem.com 2005 Hexion Specialty Chemicals, Inc. Printed in U.S.A. and Licensed trademarks of Hexion Specialty Chemicals, Inc. *Responsible Care is a registered service mark of the American Chemistry Council. HEXION SPECIALTY CHEMICALS MAKES NO WARRANTY, EXPRESS OR IMPLIED, CONCERNING ANY PRODUCT OR THE MERCHANTABILITY OR FITNESS THEREOF FOR ANY PURPOSE OR CONCERNING THE ACCURACY OF ANY INFORMATION PROVIDED BY HEXION SPECIALTY CHEMICALS, except that the product shall conform to contracted specifications, and that the product does not infringe any valid United States patent. The information provided herein was believed by Hexion Specialty Chemicals to be accurate at the time of preparation or prepared from sources believed to be reliable, but it is the responsibility of the user to investigate and understand other pertinent sources of information, to comply with all laws and procedures applicable to the safe handling and use of the product and to determine the suitability of the product for its intended use. HCD-104 7/12/05 Page 2 of 2 Cascomelt PUR AB22 February 26, /26/ PAB

29 Section Twelve Electronic Presentations 12.1 PowerPoint Presentations Color Overview Hexion has developed PowerPoint template options for customer and internal presentations. They contain established formats for the title slide (Title Master) and content slides (Slide Master). These templates have been developed to ensure a professional and consistent look across all Hexion PowerPoint presentations. Template A Title Slide Template A Content Slide Applications: All template options contain title and content slides, along with type specifications for titles, headlines, subheads, bulleted and body copy. Template B Title Slide Template B Content Slide The Title Master slide is a fixed template that must not be altered, with the exception of the presentation title and support content such as customer, presenter name or date, etc. Copy must not exceed the allotted line count. No text should be placed outside of the content fields established in the provided templates. Graphics and photography may be placed within the content fields. All Slide Master titles should be contained in the provided content field and kept to a two-line minimum. Arial is the acceptable substitution when the corporate typefonts are not available. PowerPoint templates are available within the Forms tab on the home page of the Hexion intranet site.