Mercedes‑Benz Brand Communication Standards Table of Contents SECTION I 1. Language Usage ..................................................................................................................................................................................................................4 ƒ Discounting, Distressed Language, Unsubstantiated Claims, Misleading Language 2. MBUSA “Monthly Sales Program Guide” Compliance ...............................................................................................................................................9 ƒ Lease/APR 3. Fleet ......................................................................................................................................................................................................................................13 ƒ USAA, Distressed Language 4. Marketing Outside of AOI ................................................................................................................................................................................................14 5. Compatibility with Mercedes-Benz Strategies/Goals/Philosophies ......................................................................................................................18 ƒ Media, Marketing Materials 6. Service Marketing .............................................................................................................................................................................................................20 Category I Strike Policy Overview .....................................................................................................................................................................................28 SECTION II 7. Separation of Brands/Co-Marketing Partners/Pre-Owned .....................................................................................................................................30 8. Mercedes-Benz Star ..........................................................................................................................................................................................................31 9. Mercedes-Benz Word Mark and Claim .........................................................................................................................................................................34 10. Typography: Subheadline Principle ............................................................................................................................................................................37 11. Layout Principle “Panorama” ........................................................................................................................................................................................40 12. Layout Applications ........................................................................................................................................................................................................42 13. Co-Branding .....................................................................................................................................................................................................................56 14. The Mercedes-Benz Corporate Typeface ..................................................................................................................................................................58 15. “Mercedes” and “Mercedes-Benz” Trade Name Dealer Application....................................................................................................................59 16. Mercedes-Benz Product Nomenclature ....................................................................................................................................................................60 17. Art, Photography, and Video Footage .......................................................................................................................................................................61 18. Premier Express Logo Guidelines .............................................................................................................................................................................62 Category II Infraction Policy Overview ............................................................................................................................................................................67 Specifics of Legal Disclaimer Language ...........................................................................................................................................................................69 ƒ Airbag Disclaimers ƒ Radio Disclaimers ƒ Print Disclaimers Mercedes-Benz Star Service Prepaid Maintenance Disclaimer ..................................................................................................................................70 Published August 2015, Rev. 10 Mercedes-Benz Brand Communication Standards l Page 3