brand standarrs guide

BRAND STANDARDS GUIDE V.2

1.0 EQUIFAX BRAND INTRODUCTION

1.1 The Purpose of Brand

1.1a Brand Touchpoints

1.2 The Equifax Brand

1.2a Tagline

1.3 Brand Architecture

1.3a Consumer Information Solutions

1.3b Commercial Information Solutions

1.3c Personal Information Solutions

1.3d Workforce Solutions

1.4 Equifax Brand Identity

2.0 BRAND STANDARDS & GUIDELINES

2.1 Brand Architecture Standards

2.1a Brand Architecture Examples

2.2 Brand Identity - Logo

2.3 Logo Standards

2.4 Logo Presentation & Sizing Standards

2.5 Incorrect Logo Usage Standards

2.6 Tagline Standards

2.7 Color Palette

2.8 Typography Standards

2.9 Trademark & Copyright Standards

3.0 EXAMPLES

3.1 Business Card

3.2 Letterhead

3.3 Fax Transmittal Cover

3.4 Envelopes & Labels

3.5 Presentations

3.6 Trade Shows & Exhibits

3.7 Collateral

3.8 Email Blast

3.9 Customer Newsletter

3.10 Direct Mail

3.11 Print Ad

3.12 The Internet

General Contact Information

>TABLE OF CONTENTS

May 12, 2008

1.0 EQUIFAX BRAND INTRODUCTION

>EQUIFAX BRAND INTRODUCTION

A powerful brand can be one of a company's most valuable assets. A brandcreates and leverages an expectation of value, while establishing a point ofdifferentiation from competition.

A successful brand delivers on its brand promise, a distinct anddefendable promise of value that differentiates a company from its competition.

1.1 THE PURPOSE OF BRAND

May 12, 2008

This advertisement is a testament to the power and value proposition of a brand.

A powerful brand creates an emotional connection and perception in one's mindwhile associating brand attributes and competitive preference.


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

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

1.1a BRAND TOUCHPOINTS

May 12, 2008

Brand

HR R

ECRU

ITIM

ENT INTERNAL COM

M.

NAMING BUSINESS CARDS

WEB CONTENT & DOMAINS

BRAND AMBASSADORS

SLT BRAND ADVOCACY

LETTERHEAD

EMAIL SIGNATURESPROPOSALS & CONTRACTSSALES MATERIALS

PERFORMANCE MANAGEMENT

BUSI

NESS

FORM

S

NEW

SLET

TERS

COM

MUN

ITY

AFFA

IRS

WEB

INAR

S

SIGNAGE

VOICEMAIL

WHITE PAPERS

MARKETING COLLATERAL

PR & MEDIA MESSAGING DIRECT MAIL

ANNUAL REPORT

TRADE SHOWS

INVESTOR RELATIONS

CALL CENTER

INTRANET

PRESENTATIONS

NEW

HIR

E OR

IENT

ATIO

NPR

ODUC

T M

ESSA

GING

CORP

. CAP

ABIL

ITIE

S

SPEE

CHES

BrandBrand

HR R

ECRU

ITIM

ENT INTERNAL COM

M.

NAMING BUSINESS CARDS

WEB CONTENT & DOMAINS

BRAND AMBASSADORS

SLT BRAND ADVOCACY

LETTERHEAD

EMAIL SIGNATURESPROPOSALS & CONTRACTSSALES MATERIALS

PERFORMANCE MANAGEMENT

BUSI

NESS

FORM

S

NEW

SLET

TERS

COM

MUN

ITY

AFFA

IRS

WEB

INAR

S

SIGNAGE

VOICEMAIL

WHITE PAPERS

MARKETING COLLATERAL

PR & MEDIA MESSAGING DIRECT MAIL

ANNUAL REPORT

TRADE SHOWS

INVESTOR RELATIONS

CALL CENTER

INTRANET

PRESENTATIONS

NEW

HIR

E OR

IENT

ATIO

NPR

ODUC

T M

ESSA

GING

CORP

. CAP

ABIL

ITIE

S

SPEE

CHES


Equifax is the master brand that defines our promise of value asan organization. All solutions—and the services and productofferings that comprise them—define and support this promise ofvalue.

The Equifax brand promise empowers us to: 1) maintain and expandbeyond our core credit offering; 2) support our growth strategy; 3) focus oncustomers; and 4) innovate with new types of information and solutions.

Equifax Positioning Statement:

The positioning statement communicates the unique values that distinguishus from the competition. “Empower” and “trust” are the core attributeswhich truly exemplify the foundation of our business.

“Equifax empowers customers with information they can trust.”

1.2 THE EQUIFAX BRAND

May 12, 2008


The tagline "Inform > Enrich > Empower" is the Equifax brand's promiseof value expressed in its simplest form. These three words comprise thebasis for explaining what we offer our customers and the value they canexpect to receive - regardless of which area of our business they areengaged.

Inform > Enrich > Empower is grounded in the three pillars of ouroffering: Data, Analytics & Insights and Technology.

- Data is the proprietary information at the core of everything ourbusiness offers.

- Analytics & Insights are delivered through the expertise of ourpeople who enrich information through interpretation and in-depth analysis.

- Technology enables customers to access, integrate and/orutilize the information we provide

Our products and services inform our customers, enrich their decisionmaking, and empower them to achieve their goals. This is the Equifax brandpromise of value.

1.2a TAGLINE

May 12, 2008

INFORM ENRICH EMPOWER



TM

TM

TM


Brand Architecture is the composition, relationships, and framework thatdefine an organization's offering of product, service, and value to itsexternal marketplace.

Our architecture provides a consistent structure for Equifax to communicateits core solutions, services and product offerings which comprise ourintegrated solution selling platform.

Brand Architecture for Equifax allows us to:

- Position Equifax from a customer perspective, not ourorganizational structure

- Focus investment in our global Equifax brand

- Support our growth strategy of solution selling and innovation

- Position us as “one Equifax” to better compete across markets. The Equifax brand is comprised of four main solutions. These define theframework of how we go to market across the entire organization and

how we communicate our brand offering.

1.3 BRAND ARCHITECTURE

May 12, 2008

Commercial Information Solutions

PersonalInformationSolutions

Consumer Information Solutions

Workforce Solutions


Consumer Information Solutions represents all services and productofferings that Equifax brings to market pertaining to consumer-basedinformation marketed to businesses.

1.3a CONSUMER INFORMATION SOLUTIONS

May 12, 2008

Services


ProductOfferings

Prevention

Identity

Management Database

Management

Retention

Cross-Sell/Up-

Sell

Acquisition

Collection &

Recovery

Account/

Portfolio

Management

Account Opening

& Loan

Origination

Compliance

Industry Specific

Industry Specific

Industry Specific

Integration

Data

Analytics &

Strategy

Solution

Risk Marketing Fraud Data Management


1.3a CONSUMER INFORMATION SOLUTIONS - SALES STRUCTURE

May 12, 2008


Strategic Account

Services

Regional Account

ServicesChannel PartnersInside Sales

Technology

ServicesAnalytical

Services

Mortgage

ServicesMarketing

Services

FormerlyEnabling Technologies

FormerlyPredictive Sciences

FormerlyCMSDMS


Commercial Information Solutions represents all services and productofferings that Equifax brings to market providing business intelligence andinformation to our commercial customers.

1.3b COMMERCIAL INFORMATION SOLUTIONS

May 12, 2008

Services


ProductOfferingsProductOfferings

Prevention &

Protection

Identity

Management Hygiene

Retention

Cross-Sell/Up-

Sell

Acquisition

Collection &

Recovery

Portfolio

Management

Account Opening

& Loan

Origination

Aggregation

Integration

Solution

Risk Marketing Fraud Data Management


1.3b COMMERCIAL INFORMATION SOLUTIONS - SALES STRUCTURE

May 12, 2008


Strategic Account

Services Regional Account

Services

Data

Management

Services

Inside Sales

Analytical

Services

Marketing

Services

FormerlyPredictiveSciences

FormerlyAustin-Tetra


Personal Information Solutions represents all services and offerings Equifaxbrings to market helping consumers manage their financial health andprotect their identities.

1.3c PERSONAL INFORMATION SOLUTIONS

May 12, 2008


1.3d WORKFORCE SOLUTIONS

May 12, 2008

WorkforceSolutions

Pay Reporting

W-2

Management

Compliance Hiring

Electronic

Time Entry

Paperless

Pay

Unemployment

Tax

Management

Employment &

Income

Verification

I-9

Management

Tax Credits

and

Incentives

Paperless

New Hires

Assessments &

Talent

Management

Workforce Solutions represents all services and product offerings broughtto market by TALX for HR and financial professionals in need of help withpayroll, tax issues and employment verification services.

Workforce Solutions Messaging Guidelines:

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

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

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


Brand Identity is the visual and verbal expression of a brand. Brand identityrepresents consistent messaging and tonality, correct logo usage, colorsand typography. All of these factors increase brand recognition, awarenessand builds perception.

In order to sustain a strong brand identity you must adhere to distinct andconsistent look and feel.

Equifax Brand Identity is comprised of four main components:

Equifax Logo

Equifax Tagline

Color Palette

Typography

1.4 EQUIFAX BRAND IDENTITY

May 12, 2008

- - - - - - - - - - - - - - - - - - - - - - - - - - - -+

- - - - - - - - - - - - - - - - - - - - - - - - - - - -+

- - - - - - - - - - - - - - - - - - - - - - - - - - - -+Helvetica Neue

Helvetica Neue Light CondensedPalatino Linotype

TM

> 2.0 BRAND STANDARDS & GUIDELINES

All employees, partners and vendors of Equifax are required to use approved brand standards and guidelines for any type of communications both internally and externally.

By accurately following these standards you are protecting the integrity and equity of the Equifax brand.

>BRAND STANDARDS & GUIDELINES

Brand Architecture is the framework used for all external, go-to-marketpresentation of the brand.

Level 1: Any mention of the brand needs to reference "Equifax".

Level 2: Only the four main solution names can be used beside the Equifax logo.

Equifax Solutions:

- Consumer Information Solutions

- Commercial Information Solutions

- Personal Information Solutions

- Workforce Solutions

Equifax Solution Guidelines

- Business Unit names (example, U.S. Consumer InformationServices (USCIS), etc.) are internal and should not be usedexternally in place of Level 2 solution names.

- When using a solution name you must always use itwith the Equifax name.

- No service or product names can be used with the Equifax logo,but may be used with the Equifax name in a line of text.

2.1 BRAND ARCHITECTURE STANDARDS

May 12, 2008


PersonalInformationSolutions


Workforce Solutions

LEVEL 1

LEVEL 2


2.1a BRAND ARCHITECTURE EXAMPLES

May 12, 2008

DATABASE SOLUTIONS

COMMERCIAL INFORMATIONSOLUTIONS

John DoeVice PresidentData Management Services

6333 North Highway 161, Suite 100Irving, Texas 75038Phone: 972.756.8100Fax: [email protected]

BUSINESS CARDS

COLLATERAL

LOGO AND SOLUTIONS USAGE

Incorrect Correct

John DoeVice PresidentAustin-Tetra

NORTH AMERICA COMMERCIAL SOLUTIONS

6333 North Highway 161, Suite 100Irving, Texas 75038Phone: 972.756.8100Fax: [email protected]

Incorrect

Correct

COMMERCIAL INFORMATION SOLUTIONS

Old Version

New Version

Equifax Predictive Sciences

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


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

2.2 BRAND IDENTITY - LOGO

May 12, 2008


The logo is rendered in custom, italic, sans serif letters designed to conveya powerful, dynamic corporation. Visual devices, such as the large capitalletter “E,” the truncated “QU” relationship and the linked “AX,” combine todraw attention to the logo.

The logo must never be redrawn, repositioned or altered in any way.It must not be used to form a unique word as in “EQUIGuide,” noras an element within text such as “Use for all your information needs.” Communicative integrity and legal protection of thelogo are lost when variations on the logo occur.

- The logo should always appear in the upper left hand side of thepage for any Equifax branded materials.

- Any exceptions to these standards need to be cleared withcorporate before being produced.

2.3 LOGO STANDARDS

May 12, 2008

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

Logo

registered trademark symbol


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

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

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

2.4 LOGO PRESENTATION & SIZING STANDARDS

May 12, 2008

EXAMPLE 1

EXAMPLE 2

Integrity ZoneE

½ E

E

E E

E E

CONSUMER INFORMATION SOLUTIONS

E

Preferred size - mostly usedfor printed materials

Mostly used for businesscards & letterheads

1 ½”11/8”


2.5 INCORRECT LOGO USAGE

May 12, 2008

Do NotAttempt to create the Equifax logowith type. Always use an image file— not the Equifax true type font.

Do NotPresent the logo in any color otherthan PMS 201C, PMS 410C, black orwhite (reversed).

EQUIFAX

Do NotUse the Equifax logo in text orheadline copy.

Do NotConnect descriptors with the logoany way other than what is shownon page 4 of this guide.

All copy with must

Information Services

Do NotChange the letter or symbolspacing of the Equifax logo.

Do NotUse the Equifax logo at sizesother than those recommendedin this manual.

Do NotAdd any three-dimensional effects,such as a drop shadow, to the logo.

Do NotAlter the slant of the logo orreshape it in any way.

Do NotUse a gradient screen on thelogo.


Inform Enrich Empower is the only tagline approved for use with theEquifax brand.

- Tagline can only be used when the Equifax logo is used.

- Tagline can only be used as an art graphic.

*To download the approved logo, go to Equifax Intranet and click on Brand Central

- Tagline placement always appears on the bottom right hand side ofcommunications. Minimum allowed printed size is 1.75 inches.

2.6 TAGLINE STANDARDS

May 12, 2008


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

MM

MM

POCKET FOLDER EXAMPLE

TM


The brand core color palette is made up of Equifax Red (PMS201C) and Warm Gray (PMS 410C).

Equifax Red (PMS 201C) Usage

Equifax Red (PMS 201C) is the primary color that representsthe brand identity of Equifax and the Equifax logo. It isimportant that no other shades or tones of red be used as analternative for Equifax Red. The color of the Equifax logoshould always appear in Equifax Red with the followingconsiderations:

-Black may be substituted for Red PMS 201C whenusing the logo in black & white treatments or Red PMS201C is not possible.

-The Equifax logo must be reversed in white ifproduced/appearing on a dark background

-The logo should never be represented in gray or anyother secondary color.

-Printed Materials: Equifax Red should be used as theprimary color on all Equifax-branded corporate andSolutions-level materials (i.e. brochures, folders, signs,etc.).

Equifax Gray (PMS 410C) Usage

Equifax Gray (PMS 410C) is the secondary colorrepresenting the Equifax brand. Equifax Gray should be usedas an accent color in design of materials reflecting theEquifax brand. No other gray shade or tone should besubstituted for Equifax Gray (PMS 410C).

-Equifax Gray should be the default and primary accentcolor to Equifax Red.

-Equifax Gray should be used as the text color in allEquifax corporate communication materials (i.e.,business cards etc.). Black should be used for text-heavy, communication materials.

Equifax Beige (PMS 7501C) Usage:

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

2.7 BRAND IDENTITY STANDARDS - COLOR PALETTE

May 12, 2008

Equifax Red

PANTONE: 201 C

RGB: 152 30 50

CMYK: 7 100 65 32

HEX: #981E32

Equifax Gray

PANTONE: 410 C

RGB: 118 106 101

CMYK: 19 31 26 56

HEX: #766A65

Equifax Beige

RGB: 216 199 163

HEX: #D9C8A4

Equifax Beige is used exclusively forexternal web presence as a highlight colorwith the standard red and gray.

Web Palette Only


Two typographic families are approved for Equifax use. These typefacesshould be employed on all Equifax printed materials except classifiedadvertising. Helvetica Neue (or Helvetica Condensed) is sans serif, and is tobe used for all high-visibility applications (collateral materials, newsletters,etc.). Palatino, the secondary supportive typeface, is a classic serif typefamily reserved for use on copy-heavy utilitarian applications, such asadministrative forms.

As mentioned, Palatino and Helvetica fonts are required for high-visibilityapplications (collateral materials, newsletters, etc.). However, Times NewRoman is an acceptable substitute for Palatino and Arial/Arial Narrow is thesubstitute for Helvetica Neue/Helvetica Condensed when Palatino orHelvetica are not available. These are the only substitutions allowed withoutcorporate permission.

2.8 BRAND IDENTITY STANDARDS - TYPOGRAPHY

May 12, 2008

Helvetica Neue LTStd and Helvetica Neue LTStd ItalicHelvetica Neue LTStd Bold and Helvetica Neue LTStd Bold Italic

Helvetica Neue LTStd Condensed and Helvetica LTStd Condensed ItalicHelvetica Neue LTStd Medium Condensed and Helvetica Neue LT StdMedium Condensed Italic

Palatino and Palatino ItalicPalatino Bold and Palatino Bold Italic


The corporate identification program is built upon a basic naming system,which emphasizes the communicative or trade name “Equifax” through theEquifax logo. In the interest of simplicity, parent company applications arereferred to as “corporate.” Subsidiary company, business unit, group andmajority-owned joint venture applications are referred to as “entity.”Correspondent, affiliate and associate company applications are referred toas “affiliate.”

Legal names are not the same as communicative or trade names, whichare used in all high-visibility applications. Communicative names appear ina logo format designed to convey the corporate identity. All communicativenames begin with the Equifax logo, and may be followed by a strategicdescriptor of the business unit or vertical market. Legal names aredisplayed in address blocks or text copy.

In order to enhance and protect the Equifax logo and the Equifax brand, anyprinted materials generated for public distribution must contain a legal linestating that “Equifax is a registered trademark of Equifax Inc.Copyright © 2008 [or current year], Equifax Inc. Atlanta, Georgia. Allrights reserved.” If a trademarked or service marked product name isused in the document, these must also be noted after the registeredtrademark statement. Any proposed customer and/or other third-party useof the Equifax logo in connection with any printed or electronic materialsmust be cleared with the corporate legal department to ensure that suchthird-party use is consistent with the integrity of the Equifax brand.

2.9 TRADEMARK & COPYRIGHT STANDARDS

May 12, 2008

Equifax is a registered trademark of Equifax Inc.Copyright © 2008, Equifax Inc. Atlanta, Georgia.

All rights reserved.

> 3.0 EXAMPLES

>EXAMPLES

The logo on business cards measures 11/8 inches. The business unit orvertical market strategic descriptor is recommended (if applicable). Whenthe descriptor is displayed, it aligns horizontally with the logo as shownbelow. The person’s name is highlighted in bold type. Title follows thename on a separate line. Service level designation, if required, follows thetitle on a separate line. See page 2.8 for type specifications.

The address block begins 1½ picas (baseline to baseline) below the lastline of the name block. Keep name and address blocks brief, as space islimited. The maximum line width is 10½ picas as shown on the example.The name block and address block may not exceed 11 total lines, includingthe space between the name block and address block. The address blockis positioned 1 pica from the bottom of the card trim to the baseline of thelast line of text as shown. The Equifax logo should always appear in PMS201 and the type must always appear in PMS 410

3.1 BUSINESS CARD

May 12, 2008

BUSINESS SOLUTIONS

John DoeSenior Vice PresidentSales

Equifax Information Services LLC1550 Peachtree Street, N.W.Atlanta, Georgia 30309(404) 885-8000FAX (404) [email protected]

CONSUMER INFORMATIONSOLUTIONS

John DoeSenior Vice PresidentStrategic Account Services

1550 Peachtree Street, N.W.Atlanta, Georgia 30309(404) 885-8000Cell (404) 888-3333FAX (404) [email protected]

11/4 picas

Name block

Address block

Align

11/2 picas

1 pica

11/4 picas 7 picas E 1 pica

Incorrect

Correct - Front

Correct - Back

Bold

TM

>EXAMPLES

The Equifax letterhead format is the same for corporate and all other entityuse.

The logo and strategic descriptor are positioned for letterhead use asshown. The left-hand side of the logo establishes the left margin for thetyped letter, and the descriptor, when used, aligns flush left with theaddress block. When a descriptor is not used, maintain the same locationfor the address block as shown below. See Typesetting Specifications(page 2.8) for type specifics.

The letter should begin flush left, rag right, block style, 1¼ inches leftmargin and 1¼ inches right margin. The dateline may be located asdictated by the length of the letter. Second sheets are blank matchingpaper stock.

Personalization of letterhead is reserved for vice presidents and above.

3.2 LETTERHEAD

May 12, 2008

11/4” 11/8”


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

November 1, 2001

Joe SmithABC Products, Inc.1250 Peachtree Street, N.W.Atlanta, Georgia 30302

Dear Joe,

This letter is being used to show how the Equifax “block left” letterhead format can beused to accommodate a relatively long letter. For shorter letters, this format is basically thesame, except the letter is positioned lower.

The first step to proper use of the format is to set your left margin at 1 1/4 inches. Withthis setting, your left margin will line up with the preprinted Equifax wordmark at the topof the letterhead, creating a vertical line that will add a sense of orderliness, control andsimplicity to your letter.

The second step to proper use of the format is to come down a minimum of 10 lines fromthe top of the sheet to type the date and then down 3 more for the inside address.

There are two blank lines before and after the inside address. There is only one blank linebetween all other components of the letter –– except the personal wordmark area, whichrequires three blank lines.

As you can see, all paragraphs, the closing and the wordmark block are flush to the leftmargin.

Sincerely,


JD/cg

Enclosures

3/8”COMMERCIAL INFORMATION SOLUTIONS

Typed copyshould be nolower than 1 inchabove the tagline

Personalization

TM

>EXAMPLES

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

3.3 FAX TRANSMITTAL COVER

May 12, 2008

The information contained in this facsimile is privileged and confidential. It is intendedfor the use of the addressee only. If you are not the intended recipient, be advised thatany republication, distribution or dissemination of the contents of this transmittal isstrictly prohibited. If you receive this transmittal in error, please notify the senderimmediately by telephone and destroy this transmittal.

FACSIMILE

Date:___________________________________________

Deliver To:______________________________________

FAX Number:___________________________________

Telephone Number:______________________________

From:__________________________________________

FAX Number:___________________________________

Telephone Number:______________________________

Number of pages including cover:_________________

Message:______________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

11/4” 11/8”


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

21/8”3/8”

PersonalizationCOMMERCIAL INFORMATION SOLUTIONS

>EXAMPLES

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

When a strategic descriptor is not used, move the address block up fromthe position shown and align it horizontally with the logo. The dimensionalrelationship illustrated in Example 1 applies to all sizes of windowenvelopes, regardless of window location. Begin the typed address 2¼inches below the top edge of the envelope and flush left with the returnaddress block (see Example 2). Personalization and telephone numbers arenot displayed on envelopes. See Typesetting Specifications (page 9) fortype specifics. Generally, two-color printing is preferred. However, one-color envelopes must print in black.

Preprinted mailing labels (Example 3) are used on blank, unidentifiedenvelopes and packages. The strategic descriptor aligns horizontally withthe logo. The address block is located ¼ inch below and flush left with thestrategic descriptor. Move the return address block up from the positionshown to align horizontally with the logo when a descriptor is not used. Themailing address should be positioned 1¼ inches below the top edge of themailing label and flush left with the return address block.

3.4 ENVELOPES & LABELS

May 12, 2008

1” 11/8” 1”

1/4” WORKFORCE SOLUTIONS

P.O. Box 123Atlanta, Georgia 30309

Align

Align

Example 1

Example 3

Mailing Label1/4” 11/8” E

WORKFORCE SOLUTIONS


John SmithXYZ Products, Inc.123 Industrial Ave.Atlanta, GA 30300

1/4”E

1/4”

1/4”

21/4”Align

Example 2

WORKFORCE SOLUTIONS


John SmithXYZ Products, Inc.123 Industrial Ave.Atlanta, GA 30300

1/4”

>EXAMPLES

A white background is required. Do not save as a PowerPoint ‘97-2000and ‘95 presentation, as this makes the file very large. The EquifaxPowerpoint Presentation template can be downloaded from the intranet andis mandatory.

To download the standard presentation format file go to the Equifax Intranetand go to Brand Central. From there look for Key Documents & Files andclick on Master PowerPoint Template Instructions & File Download. Followthe instructions.

3.5 PRESENTATIONS

May 12, 2008

Title Slide

Text Slide

>EXAMPLES

Representing Equifax at trade shows, job fairs and local or regional exhibitsrequires signage or banners. While many promoters provide exhibitorsignage, preprinted Equifax identification is required. As with all materialdesigned to identify Equifax, these items must conform to establishedstandards to protect the Equifax brand.

Any custom signage, unique display materials or fixtures must be approvedby Corporate prior to the date required and prior to fabrication. Equifaxexhibitor representation should be limited to a single display toaccommodate one or multiple Equifax business units.

3.6 TRADE SHOWS & EXHIBITS

May 12, 2008

>EXAMPLES

3.7 COLLATERAL

May 12, 2008

Mortgage Consumer Modeling AttributesEnhance Mortgage Decisioning Across the Entire Account Life Cycle with PowerfulConsumer Credit Behavioral Information

From origination and account management to cross-selling or up-selling, a true understanding of current mortgage-relatedconsumer credit behavior is key to effectively managing the entire customer lifecycle. You need sophisticated and cost-effectiveinformation solutions that allow you to determine strategies and make decisions that increase profitability while reducing risk.

A powerful analytic tool, Mortgage Consumer Modeling AttributesTM (Mortgage CMA) helps you gain valuable insight intomortgage-related consumer credit behavior — allowing you to better predict future behavior and benchmark past performance ofyour mortgage accounts. By aggregating and analyzing credit files from the industry’s most comprehensive consumer creditdatabase, Mortgage CMA provides a readily available source of mortgage-related credit behavior attributes that help you enhancedecisioning at all customer touch points.

Available both online and offline, Mortgage CMAenables you to gain insight on risk-related consumerbehavior, including delinquencies and derogatory events.

What’s more, Mortgage CMA enhances your decisioningby also providing information on non risk-relatedconsumer behavior, such as consumer response andusage rates.

• An advanced decisioning tool that analyzescharacteristics relevant in today’s credit environment

• A ready source of elements for criteria developmentthat can be used to set strategies

• A wealth of information that can be added to yourdata warehouse to enhance cross-selling efforts andaccount management

Use stand-alone for mortgage-related analytics, orcombine with standard Consumer Modeling Attributes(CMA) or CMA Plus to enhance broader-based endeavors.

Flexible, Predictive, Convenient

• Define and deploy advanced strategies that marry businessand analytic necessities, improving your bottom line results.

• Improve cross-sell and up-sell by understanding the status of aconsumer’s most recent first mortgage, home equity loan and home equity line.

• View short-term and long-term behaviors with the flexibility to track the same aspects over a variety oftime frames.

• Maximize the strength of your internal analytics by leveraging a powerful tool that delivers attributes with proven ability in predicting consumer behaviors.

Mortgage CMA analyzes all aspects of Equifax credit files — from credit history and type of account to delinquency patterns and consumer generated inquiries — providing you with more than 100 mortgage-related key credit decisioning attributes. Attributes can beused on their own or additional combination attributes can be created.

Increase Your Speed to Market with a Robust Analytic Tool

For more information about Mortgage Consumer Modeling Attributes, contact your Equifax sales representative or call1-800-879-1025.

Old Version New Version

>EXAMPLES

3.8 E-MAIL BLAST

May 12, 2008

>EXAMPLES

3.9 ELECTRONIC CUSTOMER NEWSLETTER

May 12, 2008

Incorrect Correct

>EXAMPLES

3.10 DIRECT MAIL

May 12, 2008

>EXAMPLES

3.11 PRINT AD

May 12, 2008

On Target!Reach the Right ConsumersGet a Jump on “In Market” CustomersIdentify the Best Marketing Mix

Equifax Intelligence.

Targeted Data • Integrated Solutions • Modeling & AnalyticsEquifax Intelligence.

Equifax Marketing Services offers the target marketing intelligence you needto isolate new customers and gain increased revenue from your existingmarketing database. Whether your goal is customer prospecting or retention,Equifax can help you find and reach the right consumers in order to maximizeyour marketing budget.

• Use our Modeling and Analytics solutions and targeted databases toidentify the records that fit your target markets and are likely to respondfavorably to your product offerings.

• Improve customer loyalty and lifetime value with our up-sell, cross-selland customer retention solutions.

• Integrate your online and offline marketing efforts with our multi-channelsolutions, including targeted consumer lists for Email, Direct Marketingand Telemarketing campaigns.

To learn more, please call 866.229.7697 and mention code DMNOC9.marketingservices@equifax.comwww.equifaxmarketingservices.com

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

Equifax is a registered trademark of Equifax Inc. Copyright © 2006, Equifax Inc., Atlanta, Georgia. All rights reserved. Printed in the USA.

CONSUMER INFORMATION SOLUTIONS

On Target!Reach the Right ConsumersGet a Jump on “In Market” CustomersIdentify the Best Marketing Mix

Equifax Marketing Services offers the target marketing intelligence you needto isolate new customers and gain increased revenue from your existingmarketing database. Whether your goal is customer prospecting or retention,Equifax can help you find and reach the right consumers in order to maximizeyour marketing budget.

• Use our Modeling and Analytics solutions and targeted databases toidentify the records that fit your target markets and are likely to respondfavorably to your product offerings.

• Improve customer loyalty and lifetime value with our up-sell, cross-selland customer retention solutions.

• Integrate your online and offline marketing efforts with our multi-channelsolutions, including targeted consumer lists for Email, Direct Marketingand Telemarketing campaigns.

To learn more, please call 866.229.7697 and mention code DMNOC9.marketingservices@equifax.comwww.equifaxmarketingservices.com

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

Equifax is a registered trademark of Equifax Inc. Copyright © 2006, Equifax Inc., Atlanta, Georgia. All rights reserved. Printed in the USA.

Incorrect Correct

>EXAMPLES

Corporate Internet policies, procedures and practices, combined with thebrand and identity standards in this guide, must be strictly observed,including the Equifax logo. Call Kelly Adams at 1.770.740.5430 forinformation regarding web site content, standards and management.

Specific website guidelines are under development and will be madeavailable as soon as possible.

The Equifax web address is www.equifax.com. Content for the U.S. intranetis managed by Internal Communications.

3.12 THE INTERNET

May 12, 2008

>APPENDIX

For specific Equifax branding inquiries please contact:

For inquiries or requests regarding material development and production

JB Booth [email protected]

For general Equifax Corporate Branding inquiries

Joe Youngs [email protected]

For inquiries regarding the PowerPoint presentation format

Lynn Harris [email protected]

CONTACT INFORMATION

May 12, 2008

brand standarrs guide

Documents

brand attributes

brand touchpointsmay

brand touchpoints1

master brand

brand awareness

successful brand

equifax brand promise

brand architecture standards2