brand guidelines

1. Branding Guidelines
January 2009

2. AllianceBernstein Branding Guidelines January 2009 | 2

3. Overview
While the AllianceBernstein brand promise summarizes who we are and what we do, the
brand identity system must find a way to communicate the idea of “knowledge” in visual
terms. The objective of a brand’s visual system is to create a style for the brand that is
distinctive and recognizable.
1 Brandmark
2 Color
3 Typography
4 Literature Grid
5 Presentations
6 Imagery
7 Appendix
7–1 Paper
7–2 Legal Entity Line, Trademarks and Trademark Usage
7–3 Selecting the Brandmark Artwork
Brand Guidelines January 2009 | 3

4. 1 The Brandmark

5. Clear Space and Acceptable Applications
The minimum clear space around the
AllianceBernstein brandmark equals twice the
height of the letter “N” in AllianceBernstein, where
N=X. The clear space applies to all versions of the
AllianceBernstein brandmark.
Wherever possible, the clear space should even be
increased. No graphic element should ever be placed
in the space directly above the brandmark.
Preferred: AB Monogram in gray with black or white logotype
Alternative: 100% black or 100% white
The Brandmark January 2009 | 5

6. Unacceptable Applications
Never use the logo in the middle of text. Use Never translate the AllianceBernstein brandmark Do not place the brandmark on a photographic
the brandname AllianceBernstein, taking care to into a local language. background.
X
capitalize the A and B initials, without a space
X
between Alliance and Bernstein.
The new
X identity is
one of our most valuable...
X
Do not redraw or change any element of
The new Alliance Bernstein identity the brandmark. Do not create a transparent brandmark.
is one of our most valuable...
X AB
X
X
Never lockup individual business unit descriptor
names with the AB Monogram in text.
X
Do not change the colors of the brandmark.
X
is committed to
Investments
X
providing an exceptional level...
X
Do not outline the brandmark.
X
Do not use the brandmark on a color.
Do not add any new elements to the brandmark. X
X
The Brandmark January 2009 | 6

7. Super Graphic
Graphic Elements
The flexibility of our visual system is extended by
the use of the monogram as a graphic element.
In particular, the only approved graphic use of the
monogram is as a super graphic.
Specifications
n The super graphic is created by reproducing the
AB Monogram in large scale as either a positive
or a negative form.
n When using the super graphic on white, it is
reproduced using 5% black.
n When using the super graphic on black or dark
green, it is reproduced using 95% black.
n Other techniques such as varnish and blind
embossing are acceptable.
Guidelines that govern the use of the
super graphic
n The super graphic is never used in combination
with significant amounts of text.
n The super graphic is never used as a repeat
pattern.
n The appearance of the super graphic should
always be subtle.
The Brandmark January 2009 | 7

8. Firm Tag Line
Subhead FPO
TSandit ea at ver sustie vercinim ipit ip et, volortis ad
magna con veliqui smodolum ea faci elissi.
Put init enim vero et loborer aut nosto eugueros
nim velit volore dolore tatisl ex et lutpat, core digna
accum nonsequisit ad te facilla feuisi.
Andigna facil diatet nos nis nulla cor alis accum
vulputpatue delisit lobore coreet lortion verosto
eros nim iure veleniam nulputpat nonsectem zzrit et
aciliquamet landre minci el ea feumsan henim niat
alis et ad dip euipiscincil essequisim iuscillam velit er Knowing More. Using Knowledge Better.SM
sum velent alisi.
Nibh et, venim adiat. Estrud minibh eugue consenim
in henim il dui te tat wis elessi.
Ulput utpat voluptat. Ercidunt lam ex ea et lut num
diam acinci tatio odit lore velendre elesequisi.
The Brandmark January 2009 | 8

10. 2 Color Palette

11. UNCOATED PAPEr COATED PAPEr
Black Pantone 378U Pantone 5763C
CMYK: 0C 0M 0Y 100K CMYK: 36C 11M 91Y 38K CMYK: 36C 16M 62Y 48K
RGB: 0R 0G 0B / HEX: 000000 RGB: 108R 115G 74B / HEX: 6C734A RGB: 110R 118G 69B / HEX: 6E7645
Pantone 877C Pantone 583U Pantone 384C
Silver Metallic
CMYK: 21C 2M 97Y 13K CMYK: 24C 5M 98Y 35K
CMYK: 0C 0M 0Y 40K RGB: 159R 173G 62B / HEX: 9FAD3E
RGB: 142R 147G 0B / HEX: 8E9300
RGB: 0R 0G 0B / HEX: 000000
Pantone 549U Pantone 549C
Alternatives for Silver CMYK: 56C 10M 17Y 2K CMYK: 59C 8M 9Y 19K
RGB: 110R 158G 175B / HEX: 6E6EAF
Tandit ea at ver sustie vercinim ipit ip et, vortis ad RGB: 94R 156G 174B / HEX: 5E9CAE
magna con veliqui smodolum ea faci elissi.
Put init enim vero et loborer aut nosto eugeros Pantone 7477U Pantone 7545C
accum nonsequisit ad te facilla feuisi.
CMYK: 80C 35M 46Y 15K CMYK: 55C 30M 17Y 51K
RGB: 93R 115G 125B / HEX: 5D737D
RGB: 81R 98G 111B / HEX: 51626F
Pantone Cool Gray 8
Coated and uncoated paper
Pantone 425U Pantone 424C
CMYK: 45C 37M 35Y 1K
CMYK: 25C 18M 15Y 51K CMYK: 30C 22M 19Y 53K
RGB: 146R 148G 151B / HEX: 929497
RGB: 112R 114G 116B / HEX: 707274
RGB: 108R 111G 112B / HEX: 6C6F70
50% Black
Coated paper
Pantone 1675U Pantone 7516C
CMYK: 0C 0M 0Y 50K
CMYK: 8C 61M 95Y 17K CMYK: 9C 70M 92Y 36K
RGB: 167R 169G 172B / HEX: A7A9AC
RGB: 169R 98G 79B / HEX: A9624F RGB: 154R 84G 46B / HEX: 9A542E
30% Black
Uncoated paper
Pantone 1595U Pantone 167C
CMYK: 0C 0M 0Y 30K
CMYK: 2C 60M 91Y 6K CMYK: 3C 78M 100Y 15K
RGB: 188R 190G 192B / HEX: BCBEC0
RGB: 208R 112G 75B / HEX: D0704B RGB: 189R 79G 25B / HEX: BD4F19
Color Palette January 2009 | 11

12. 3 Typography

13. Primary Font (OpenType format)
Frutiger LT Std 47 Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger LT Std 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger LT Std 67 Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger LT Std 45 Light ABCDEFGHIJKLMNOPQrSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger LT Std 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Typography January 2009 | 13

14. Bullets
European Pi 3 JKLM
Web Dings JKLM
Arial (For PowerPoint)
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Typography January 2009 | 14

16. 4 Literature Grid

17. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better.
Logo Top Position
Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better.
Optional variations
Knowing More. Using Knowledge Better.
Knowing More. Using Knowledge Better.
Literature Grid January 2009 | 17

18. Literature Grid January 2009 | 18

20. 5 Presentations

21. 3Q 2008 Overlap Between Our Sleeves Shrank as Valuation Compression Eased
Current Strategy Review
Dec 31, 2006 Sep 30, 2008
Global Style Blend
Managed to the MSCI World Index
Value Growth Value Growth
52.9% 47.1% 51.2% 48.8%
John Doe Senior Vice President, Director—US Value Equities
Jonathan R. Davies Senior Vice President, Director—US Blend Equities
John Doe Senior Vice President, Director—US Value Equities
John Doe Senior Vice President, Director—US Value Equities
Overlap Overlap
16.2% 7.4%
September 30, 2008
Five Largest Overlap Stocks Five Largest Overlap Stocks
Citigroup General Electric JPMorgan Chase Credit Suisse
Credit Suisse AIG E.ON Citigroup
Altria Vodafone
Knowing More. Using Knowledge Better.
This presentation is provided by AllianceBernstein Limited. Bernstein Value Equities (referred to as Bernstein herein) is a unit of AllianceBernstein Limited. This presentation booklet has been provided
to you for use in a private and confidential meeting to discuss a potential or existing investment advisory relationship. This presentation is not an advertisement and is not intended for public use or Based on a representative Global Style Blend account managed to the MSCI World
distribution beyond our private meeting. This document is directed at Professional Clients (as defined in FSA rules) and the products and services described are only available to such clients. This Source: AllianceBernstein; see Disclosures and Important Information.
document is not directed at Retail Clients and no reliance should be placed on its contents by Retail Clients. Issued by AllianceBernstein Limited, Devonshire House, One Mayfair Place, London W1J
8AJ. AllianceBernstein Limited is authorised and regulated in the UK by the Financial Services Authority. AllianceBernstein.com 21
CC36
CC36 6
Presentations January 2009 | 21

22. 6 Imagery

23. Retirement Wealth Management
n Environment should exhibit a strong perspective
n Inhabit a “looking forward” mentality (ex.
horizon, path, etc.) conveying a destination or
way of getting there
n Broad landscapes with smaller human elements
n Ethnically diverse
n Color and black & white
Imagery January 2009 | 23

24. Thought Leadership
n Textural patterns showcasing relationships at
work (depth & perspective, consistency &
repetition, etc.)
n Cropping focuses attention to a specific detail of
architectural structures and surfaces
n Color and black & white
Imagery January 2009 | 24

25. Education
n Focus on learning
n Natural, candid moments of children learning
n Photography should be taken at eye level,
increasing intimacy with subject matter
n Ethnically diverse children of all ages
n Color only
Imagery January 2009 | 25

26. 7 Appendix
7–1 Paper
7–2 Legal Entity Line, Trademarks and Trademark Usage
7–3 Selecting the Brandmark Artwork

27. 7–1 Paper
Paper is an integral part of our design system. We
reproduce our identity on the best paper available at Uncoated
the most cost-effective price.
Finch Opaque Bright White—Smooth Finish
Uncoated Paper
We recommend that you use Finch Opaque as our
uncoated paper. The bluish white color of this paper Finch Fine Bright White—Smooth Finish
makes it an ideal complement to our brandmark. In
addition, the texture of this paper is almost blotter-
like, which adds to a rich sensory experience when Accent Opaque
handling the paper.
In addition, uncoated paper is often ideal to use with
Coated
account applications and agreements, because we
are requesting our clients to interact with and write
on these documents. Utopia U2 Clean White—Dull Finish
Coated Paper
We generally do not use glossy coated paper. We
recommend that you use a matte or dull coated
stock like Utopia U2 Dull for printing black books
and some materials where the design may call for
coated stock. In these instances, the use of matte
coated paper extends the equity of the image that
we have established for our brand in black books.
Examples of coated paper use:
n Black books
n retail materials
Our Paper Program
When choosing papers, always consider the selection
of corporate approved papers. These papers have
been negotiated for use by AllianceBernstein offices
because of their suitability and cost effectiveness.
Please contact Strategic Sourcing for more
information.
Appendix January 2009 | 27

28. 7–2 Legal Entity Line, Trademarks and Trademark Usage
Please adhere to these simple guidelines To ensure protection of the AllianceBernstein brand Guidelines for using trademarks and legal
for legal entity lines: within the marketplace, it is important to produce copyright
consistent materials to support the legal registration
n Legal entity lines are not formally part of the of the firm’s identity.
n When producing pitch books, research publi-
AllianceBernstein brandmark. cations, fund prospectuses, marketing brochures
Our new brandmark has been filed for registration in and pamphlets, PowerPoint presentations and
n Legal entity lines are the only element that may most countries in which the firm operates. We have websites, please insert the written trademark
be placed within the clear space area of our also filed for federal registration in the U.S. for the notice on a page that contains boilerplate
brandmark. phrase “Knowing More. Using Knowledge Better.” disclosure:
However, a registration mark ® will not be included “AllianceBernstein® and AB AllianceBernsteinSM
n The recommended placement of legal entity infor-
with our brandmark or with the phrase “Knowing are trademarks and service marks owned by
mation is:
More. Using Knowledge Better.” at this time. Any AllianceBernstein L.P.”
• On the back of brochures, as text, not locked changes to this decision will be communicated
up with the brandmark immediately by the firm. Until then, the firm prefers n When producing business cards, letterheads and
the placement of a service-mark symbol (SM) materials for internal use only, such as memos
• On the bottom of e-mails in superscript as a footnote until registration is and internal forms, no trademark notice is
• In the footer area of presentations complete. required.
• In the compliance area for account materials
n Should you need to use the legal entity line in
a lockup with an AllianceBernstein brandmark, Top
please contact the Visual Communications Group
for approved artwork.
Global Wealth Management
Brandmark
1345 Avenue of the Americas, New York, NY 10105 212.486.5800 www.bernstein.com
A unit of AllianceBernstein L.P. Legal Entity Line
Bottom
Generic U.S. Letterhead for Bernstein Global Wealth Management
Appendix January 2009 | 28

29. 7–3 Selecting the Brandmark Artwork / Web
Maximum Preferred Minimum
http://brandcentral.acml.com Filename Business Unit Brandmark
Width Width Width
InvServ_Max72.jpg InvServ_Max72.bmp
InvServ_Pref72.jpg InvServ_Pref72.bmp 3.0" 2.55" 2.09"
InvServ_Min72.jpg InvServ_Min72.bmp Investor Services
SCBLLC_Max72.jpg SCBLLC_Max72.bmp
SCBLLC_Pref72.jpg SCBLLC_Pref72.bmp 3.54" 3.0" 2.46"
SCBLLC_Min72.jpg SCBLLC_Min72.bmp
A subsidiary of AllianceBernstein L.P.
SCBLTD_Max72.jpg SCBLTD_Max72.bmp
FPO
SCBLTD_Pref72.jpg SCBLTD_Pref72.bmp 3.2" 2.7" 2.22"
SCBLTD_Min72.jpg SCBLTD_Min72.bmp
BResearch_Max72.jpg BResearch_Max72.bmp
BResearch_Pref72.jpg BResearch_Pref72.bmp 3.03" 2.6" 2.125"
BResearch_Min72.jpg BResearch_Min72.bmp
Growth_Max72.jpg Growth_Max72.bmp
Growth_Pref72.jpg Growth_Pref72.bmp 1.4" 1.2" 0.98"
Growth_Min72.jpg Growth_Min72.bmp Growth Equities
A unit of AllianceBernstein L.P.
Value_Max72.jpg Value_Max72.bmp
Value_Pref72.jpg Value_Pref72.bmp 1.58" 1.35" 1.09"
Value_Min72.jpg Value_Min72.bmp Value Equities
A unit of AllianceBernstein L.P.
FIncome_Max72.jpg FIncome_Max72.bmp
FIncome_Pref72.jpg FIncome_Pref72.bmp 3.0" 2.55" 2.09"
FIncome_Min72.jpg FIncome_Min72.bmp
Fixed Income
A unit of AllianceBernstein L.P.
SBlend_Max72.jpg SBlend_Max72.bmp
SBlend_Pref72.jpg SBlend_Pref72.bmp 3.0" 2.55" 2.09"
SBlend_Min72.jpg SBlend_Min72.bmp
Style Blend
A unit of AllianceBernstein L.P.
Appendix January 2009 | 29

30. 7–3 Selecting the Brandmark Artwork / Print
Maximum Preferred Minimum
http://brandcentral.acml.com Filename Business Unit Brandmark
Width Width Width
InvServ_Max72.jpg InvServ_Max72.bmp
InvServ_Pref72.jpg InvServ_Pref72.bmp 3.0" 2.55" 2.09"
InvServ_Min72.jpg InvServ_Min72.bmp Investor Services
SCBLLC_Max72.jpg SCBLLC_Max72.bmp
SCBLLC_Pref72.jpg SCBLLC_Pref72.bmp 3.54" 3.0" 2.46"
SCBLLC_Min72.jpg SCBLLC_Min72.bmp
A subsidiary of AllianceBernstein L.P.
SCBLTD_Max72.jpg SCBLTD_Max72.bmp
FPO
SCBLTD_Pref72.jpg SCBLTD_Pref72.bmp 3.2" 2.7" 2.22"
SCBLTD_Min72.jpg SCBLTD_Min72.bmp
BResearch_Max72.jpg BResearch_Max72.bmp
BResearch_Pref72.jpg BResearch_Pref72.bmp 3.03" 2.6" 2.125"
BResearch_Min72.jpg BResearch_Min72.bmp
Growth_Max72.jpg Growth_Max72.bmp
Growth_Pref72.jpg Growth_Pref72.bmp 1.4" 1.2" 0.98"
Growth_Min72.jpg Growth_Min72.bmp Growth Equities
A unit of AllianceBernstein L.P.
Value_Max72.jpg Value_Max72.bmp
Value_Pref72.jpg Value_Pref72.bmp 1.58" 1.35" 1.09"
Value_Min72.jpg Value_Min72.bmp Value Equities
A unit of AllianceBernstein L.P.
FIncome_Max72.jpg FIncome_Max72.bmp
FIncome_Pref72.jpg FIncome_Pref72.bmp 3.0" 2.55" 2.09"
FIncome_Min72.jpg FIncome_Min72.bmp
Fixed Income
A unit of AllianceBernstein L.P.
SBlend_Max72.jpg SBlend_Max72.bmp
SBlend_Pref72.jpg SBlend_Pref72.bmp 3.0" 2.55" 2.09"
SBlend_Min72.jpg SBlend_Min72.bmp
Style Blend
A unit of AllianceBernstein L.P.
Appendix January 2009 | 30