CANADA VISUAL STANDARDS GUIDE - LowesLink

CANADAVISUALSTANDARDSGUIDE©2006 by Lowe’s®. All rights reserved. Lowe’s andthe gable design are registered trademarks of LF,LLC and used under license by Lowe’s CompaniesCanada, ULC.VOLUME 1 JULY 2006

1Canadian Content Management Guidelines Lowe’s July 2006TABLE OF CONTENTS3 Advertising Requirements5 Content Management Guidelines6 Vendor Responsibilities7 Colour Image Specifications9 Copy Specifications9 Logo Specifications10 Colour Proofing Specifications11 Standards for Colour Proofs12 Appendix A

2Canada Content Management Guidelines Lowe’s July 2006Lowe's has established guidelines for Content Management to ensure consistency and accuracy of media assets. Content is definedas photography, product copy specifications and logos for advertising purposes.Our vendors are responsible for providing Lowe's with photography and advertising information according to the specificationsoutlined in this guide. A list of qualified photography studios is printed in the back of this guide. Lowe's strongly recommendsthe use of these studios when working on Lowe's projects, as they are familiar with our standards and naming conventions.William D. RobinsonPresidentLowe’s Companies Canada, ULC

10Canada Content Management Guidelines Lowe’s July 2006COLOUR PROOFING SPECIFICATIONSInformation that should be attached to every colourproof shipment:All information that applies and is available to the vendor➤ Lowe's Event ID➤ Round of pro o f s(1st, Rev. 1, Rev. 2, Final, etc.)➤ Supplier contact info for questions(a business card is acceptable)➤ Name, phone extension and Lowe's mail codeof recipient at Lowe's( A d v e rtising Production = 3WPM)➤ D e s i red turn - a round time of pro o f s(in days – not just “ASAP”)➤ Supplier of files that produced proofs and contactinfo (if diff e rent from proofing vendor)➤ P roofing output device(Kodak Approval, Creo, Fuji, etc.)➤ P roofing output dpi (600, 1200, 2400, etc.)➤ Max density of images – including black ink limitand UCR/GCR➤ C u rve applied to pro o f s(linear or name/type of profile for re f e re n c e )➤ Printing type (sheet-fed, web heatset/coldset, etc.)➤ Printing paper type(35# SNC 65 Brite, 50# Coated #5, etc.)➤ P roofing screen type (halftone, stochastic, etc.)➤ Printing lpi and dot shape/size➤ P roofing output lpi and dot shape/size(if diff e rent from printing lpi )➤ P roofing output substrate( c o m m e rcial gloss, publication matte, etc.)➤ Trap settings shown in pro o f(none, or overlap – in points)➤ C o m p ression type used on images(EPS, JPEG, uncompressed TIFF, etc.)➤ A c robat Distiller compression settings used tomake PDFs (if applicable)Information that must be on every colour proof:All information that applies and is available to the vendor➤ Lowe's Event ID➤ Date/time of printing➤ Output device (Kodak Approval, Creo, Fuji, etc.)➤ Scale of page pro o f s(100% will be assumed unless marked)➤ Name and scale of each image on randomsNone of this information should be pro p r i e t a r y to thevendor supplying proofs to Lowe's. This inform a t i o ngives context to the proofs so Lowe's can make morei n f o r med, faster and more consistent colour decisions.Without it, the colour reviewer is guessing.Colour Proof DOs:➤ DO ship all colour proofs in protective packagin g➤ DO ship page proofs in page ord e r➤ DO supply re t u r n shipping information ifc o rrections are re q u i r e d➤ DO label shipments with “set” info (set 1 of 4, etc.)➤ DO ship marked-up proofs back with new pro o f sduring correction cycles➤ DO hinge overlays at top edge of proofs ifoverlays are re q u i re d➤ DO try to keep like products together onmultiple-up randoms, if possible➤ DO run page proofs at 100% – Tile if necessaryColour Proof DON’Ts:➤ DO NOT apply paper clips or staples to colour proofs➤ DO NOT trim off crop marks on page proofs, unlessrequested➤ DO NOT reference prior jobs (Example: “samesettings as Event 125”)➤ DO NOT individually package proofs (adds weight andslows reviewing time)

11Canada Content Management Guidelines Lowe’s July 2006.STANDARDS BY WHICH COLOUR PROOFS WILL BE JUDGED. . . .Suppliers should be aware of these standards every time colour is viewed:➤ Colour proofs should accurately re p resent the final printed piece as closely as possible➤ Colour depth should be optimized for the specific print vehicle and paper type➤ Colour proofs should simulate:➤ printed ink colour➤ substrate characteristics, including colour, gloss and dot gain➤ printed screening (if possible)➤ Colour should be as accurate to product colors as possible➤ Colour should be realistic and life-like (especially skin tones, plants and grass)➤ Retouching should be realistic and as undetectable as possible➤ Clipping paths should be clean and accurate➤ Colour should be rich, vibrant and eye-catching (according to design intentions)➤ Colour should be balanced across the image and not “blown-out” in highlightsColour corrections will be marked if:Excluding obvious supplier errors or omissions➤ Leaving image as-is will adversely alter perception of product or ad's intent➤ Cost of adjustments to images does not outweigh potential benefit to the ad➤ Quality of image or proof does not meet the above standard s

12Canada Content Management Guidelines Lowe’s July 2006APPENDIX AContents:Photography Studio Contact InformationLowe’s Model ReleaseCopy Template Samples

13Canada Content Management Guidelines Lowe’s July 2006Lowe’s Advertising ContactsContent Management Hotline:(704) 757-2002Content.ManagementAdvertising@Lowes.comLowe’s Customer Support CentreMail Code 3EAP1000 Lowe’s BoulevardMooresville, NC 28117PHOTOGRAPHY STUDIO CONTACT INFO....TORONTO (on E.S.T. and E.D.T.)Digital Freedom PhotographyPhotographer: David BattenEmail:start@digitalfreedom.comCell: (647) 297-6941Main: (905) 642-0030Fax: (905) 642-9584Address: 1780 Concession Rd. 3Goodwood, ONL0C 1A0The above studio is our current studio of choice in Canada.We are in the process of identifying additional studios withinCanada. Please look for updates to the Canadian ContentManagement Guidelines on Loweslink.com in Q3 06.

14Canada Content Management Guidelines Lowe’s July 2006Vendor Name: ________________________________Model ReleaseIn consideration of my engagement as a model, and for other good and valuable consideration herein acknowledged as received,I, ________________________, hereby grant ____________________ (hereinafter referred to as “Photographer”), its client, LoweʼsCompanies, Inc. and its subsidiaries including, without limitation, Loweʼs Companies Canada, ULC (hereinafter referred to as“Loweʼs”), Photographerʼs and/or Loweʼs legal representatives, assigns, those for whom Photographer is acting, and those acting with itsauthority and/or permission, the irrevocable and unrestricted world-wide right and permission to take, copyright in its own name, Loweʼsname or otherwise, and use, re-use, publish photographic portraits or pictures of me or in which I may be included, in whole or in part,without restriction as to changes or alterations, in conjunction with my own or a fictitious name, or reproductions thereof in color orotherwise, made through any medium at its studio or elsewhere, and all media now or hereafter known for illustration, promotion, art,editorial, advertising, trade, store signage, internet, electronic commerce or any other purpose whatsoever. I also consent to the use ofany published matter in conjunction therewith.I hereby waive any right that I may have to inspect or approve the first product or products and the advertising copy, or other matter thatmay be in used in connection therewith, or the use to which it may be applied.I hereby release, discharge and agree to save harmless Photographer, Loweʼs, their legal representatives, officers, employees, assigns, allpersons acting under their permission and/or authority and those for whom they are acting, from any liability by virtue of any blurring,distortion, alteration, optical illusion, or use in whole, part or composite form, whether intentional or otherwise, that may occur or beproduced in the taking of said picture or in any subsequent processing thereof, as well as any publication thereof, including withoutlimitation any claims for libel, passing off, misappropriation of personality or breach of trademark, copyright or invasion of privacy.I hereby represent and warrant that I am not currently an employee of or model for The Home Depot, Inc. (including Home Depot ofCanada Inc. and Home Depot Expo); Payless Cashway, Inc.; Sears (including Sears Hardware, Sears Appliance and Hardware, SearsHome and Orchard Supply and Hardware Company); Home Base, Inc.; Scotty's, Inc., Menard, Inc., Villagers Hardware, 84 Lumber,Wickes, Hughes Lumber, McCoys, Great Indoors, Sutherlands, The Brick, Pro Hardware, Pro Home Centre, Home Hardware, CanadianTire Corporation Limited or RONA Inc. (including RONA Home Centre, RONA Home and Garden, RONA Lansing, RONA Cashwayand The Building Box) (individually referred to hereinafter as a "Competitor"). I hereby agree that should I become engaged or retainedby a Competitor I will immediately notify Lowe's and Photographer. I hereby further agree that while engaged as a model for Lowe's Iwill not perform or agree to perform any modeling services for or on behalf of a Competitor.I hereby represent and warrant that I am over ( ) or under ( ) eighteen years of age, and competent to contract in my own name, or withthe consent of my parent/guardian if I am under the age of eighteen, in so far as the above is concerned. In addition, I warrant that I amnot represented by any agent, agency or any other person or entity. Accordingly, if any agent, agency, person or entity makes any claimagainst Photographer or Loweʼs for improper use of the images covered by this release agreement, including claims for compensation ofany kind, I shall save harmless, and reimburse Photographer and Loweʼs for any and all damages the agent and/or agency would beawarded via court judgment, arbitration, mediation or settlement. I have read the above release agreement, prior to its execution, and amfully familiar with the contents thereof. This release agreement shall be binding upon me, my heirs and legal representatives.__________________________Date__________________________Signature__________________________Witness__________________________Parent / Guardian Signature(If under age of eighteen)__________________________Witness Address__________________________Address__________________________Loweʼs Job Number

15Canada Content Management Guidelines Lowe’s July 2006Examples of Good and Bad Features/Benefits CopySample Ad12" Heavy Duty Compound Miter Saw•Includes 60 tooth Supertension Series 20 carbideblade •Length-O-Matic •Dust N' Catch dustbag system •15-amp electronic-conductive motor#0327812" Heavy Duty Titanium-HousedCompound Miter Saw•Includes 60-tooth carbide blade •Extensionkit for longer boards •Dust bag system foreasy clean-up •15-amp motor powersthrough the toughest materials #03278Energizer 4-PackAA Batteries•Not rechargeable•Worlds only AA lithiumbattery #173385POOR Marketing Copy•Too much jargon (i.e. "Length-O-Matic").•Doesn't explain benefits of features.•Product name excludes major feature (i.e."Titanium-Housed").GOOD Marketing Copy•Quickly explains benefit of features.•Product name includes differentiatingfeature (i.e. "Titanium-Housed").•Brief copy points fit small ad space.POOR Marketing Copy•Doesn't explain benefit to consumer.•Includes a typo.•Says a negative about the product.Complete copytemplates withconsumer-friendlycopy!• Be succinct.• Clearly explain thefeature/benefit to thecustomer.• Don't repeat copypoints.Energizer 4-PackAA Batteries•Longer-lasting AA lithiumbatteries •Ideal for hightechdevices #173385510 Series Insulated Steel Garage Door•Available in white, brown, almond, sandstone,teratone, hunter green and deep crimson colors•Available through Special Order510 Series Insulated Steel Garage Door•Available in 7 colors with optional windows anddecorative inserts •15-year limited warranty•Available through Special OrderGOOD Marketing Copy•Quickly explains benefit to consumer.•NO typos.•Brief copy points fit small ad space.POOR Marketing Copy•Doesn't quickly explain benefits.•Only mentions ONE of many benefits.•Confusing terminology ("teratone")consumers won't understand.GOOD Marketing Copy•Succinctly explains multiple benefits.•No confusing terminology.• Be CLEAR.• If you don't have theappropriate copytemplate for yourproduct, call yourContent Specialistand ask for the correcttemplate. (Do notattempt to change atemplate or submit copyvia other documentation.)

16Canada Content Management Guidelines Lowe’s July 2006

17Canada Content Management Guidelines Lowe’s July 2006

C3Canada Content Management Guidelines Lowe’s July 2006Image File Name :Image DetailsPLEASE FILL IN ALL FIELDSTab/Project#: Page#: Block#:Date Shot:Studio/Vendor:Content Specialist Designer:Image Format:Image type: Type:Loweʼs Products in Shot:Loweʼs Item #/Model/Name SOS Product RequisitionProduct VendorLowe's Studio Props:Loweʼs Item#/Model/Description SOS Collection (if known)Product VendorTHIS SECTION FOR CONTENT USE ONLYTalent Release on file (Content):Details entered:CMS: ____________________________________________ Date: _____/_____/_____

C4Canada Content Management Guidelines Lowe’s July 2006IMAGE DETAILSADDITIONAL ITEMSTab/Project# Page# Block#Loweʼs Products in Shot:Loweʼs item #/Model Name SOS Product RequisitionNon-Lowe's Studio Props:Description & Vendor/Brand SOS Purchase Location