Ab Guidelines2009

Branding GuidelinesJanuary 2009

AllianceBernstein Branding Guidelines January 2009 | 2

Brand Guidelines January 2009 | 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

1 The Brandmark

The Brandmark

The Brandmark January 2009 | 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.

Alternative: 100% black or 100% white

Preferred: AB Monogram in gray with black or white logotype


Never use the logo in the middle of text. Use the brandname AllianceBernstein, taking care to capitalize the A and B initials, without a space between Alliance and Bernstein.

Never lockup individual business unit descriptor names with the AB Monogram in text.

Do not outline the brandmark.

Never translate the AllianceBernstein brandmark into a local language.

Do not redraw or change any element of the brandmark.

Do not add any new elements to the brandmark.

Do not place the brandmark on a photographic background.

Do not create a transparent brandmark.

Do not change the colors of the brandmark.

Do not use the brandmark on a color.

XThe new identity is one of our most valuable...

Investments is committed to providing an exceptional level...X

XThe new Alliance Bernstein identity is one of our most valuable...

Unacceptable Applications

X

ABXX

XX

X

X

X

X

X

X


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.

Specificationsn 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 graphicn 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.


Knowing More. Using Knowledge Better.SM

Firm Tag Line

Subhead

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 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.

FPO

2 Color Palette

Color Palette January 2009 | 11

Black

CMYK: 0C 0M 0Y 100K

RGB: 0R 0G 0B / HEX: 000000

Pantone 877C Silver Metallic

CMYK: 0C 0M 0Y 40K

RGB: 0R 0G 0B / HEX: 000000

Pantone Cool Gray 8 Coated and uncoated paper

CMYK: 45C 37M 35Y 1K

RGB: 146R 148G 151B / HEX: 929497

Pantone 1675U


RGB: 169R 98G 79B / HEX: A9624F

Pantone 7516C


RGB: 154R 84G 46B / HEX: 9A542E

UNCOATED PAPEr COATED PAPEr

Pantone 1595U

CMYK: 2C 60M 91Y 6K

RGB: 208R 112G 75B / HEX: D0704B

Pantone 167C

CMYK: 3C 78M 100Y 15K

RGB: 189R 79G 25B / HEX: BD4F19

Pantone 378U

CMYK: 36C 11M 91Y 38K

RGB: 108R 115G 74B / HEX: 6C734A

Pantone 5763C

CMYK: 36C 16M 62Y 48K

RGB: 110R 118G 69B / HEX: 6E7645

Pantone 583U

CMYK: 21C 2M 97Y 13KRGB: 159R 173G 62B / HEX: 9FAD3E

Pantone 384C


RGB: 142R 147G 0B / HEX: 8E9300

Pantone 549U

CMYK: 56C 10M 17Y 2KRGB: 110R 158G 175B / HEX: 6E6EAF

Pantone 549C

CMYK: 59C 8M 9Y 19K

RGB: 94R 156G 174B / HEX: 5E9CAE

Pantone 7477U

CMYK: 80C 35M 46Y 15KRGB: 93R 115G 125B / HEX: 5D737D

Pantone 7545C

CMYK: 55C 30M 17Y 51K

RGB: 81R 98G 111B / HEX: 51626F

Pantone 425U

CMYK: 25C 18M 15Y 51KRGB: 112R 114G 116B / HEX: 707274

Pantone 424C

CMYK: 30C 22M 19Y 53K

RGB: 108R 111G 112B / HEX: 6C6F70

50% Black Coated paper

CMYK: 0C 0M 0Y 50K

RGB: 167R 169G 172B / HEX: A7A9AC

30% Black Uncoated paper

CMYK: 0C 0M 0Y 30K

RGB: 188R 190G 192B / HEX: BCBEC0

Alternatives for Silver

Tandit ea at ver sustie vercinim ipit ip et, vortis ad magna con veliqui smodolum ea faci elissi.

Put init enim vero et loborer aut nosto eugeros accum nonsequisit ad te facilla feuisi.

Typography3

Typography January 2009 | 13

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

Primary Font (OpenType format)

Typography January 2009 | 14

European Pi 3 JKLM

Web Dings JKLM

Bullets

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Arial (For PowerPoint)

Literature Grid4

Literature Grid January 2009 | 17

Logo Top Position

Optional variations

Knowing More. Using Knowledge Better.














Literature Grid January 2009 | 18

Presentations5

Presentations January 2009 | 21

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 providedto 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 ordistribution 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. Thisdocument 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 W1J8AJ. AllianceBernstein Limited is authorised and regulated in the UK by the Financial Services Authority.


Global Style BlendManaged to the MSCI World Index

3Q 2008

Current Strategy Review

John Doe Senior Vice President, Director—US Value Equities

Jonathan R. Davies Senior Vice President, Director—US Blend Equities



September 30, 2008

21CC36AllianceBernstein.com CC36 6AllianceBernstein.com

Based on a representative Global Style Blend account managed to the MSCI WorldSource: AllianceBernstein; see Disclosures and Important Information.

Overlap Between Our Sleeves Shrank as Valuation Compression Eased

Overlap 16.2%

Growth47.1%

Value52.9%

Five Largest Overlap Stocks

Citigroup General Electric

Credit Suisse AIG

Altria

Dec 31, 2006

Overlap 7.4%

Growth48.8%

Value51.2%

Five Largest Overlap Stocks

JPMorgan Chase Credit Suisse

E.ON Citigroup

Vodafone

Sep 30, 2008

Imagery6

Imagery January 2009 | 23

Retirement Wealth Managementn 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


Thought Leadershipn 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


Educationn 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

Appendix7–1 Paper


7–3 Selecting the Brandmark Artwork

7

Appendix January 2009 | 27

Paper is an integral part of our design system. We reproduce our identity on the best paper available at the most cost-effective price.

Uncoated Paper

We recommend that you use Finch Opaque as our uncoated paper. The bluish white color of this paper 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 handling the paper.

In addition, uncoated paper is often ideal to use with account applications and agreements, because we are requesting our clients to interact with and write on these documents.

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.

Uncoated

Finch Opaque Bright White—Smooth Finish

Finch Fine Bright White—Smooth Finish

Accent Opaque

Coated

Utopia U2 Clean White—Dull Finish

7–1 Paper


Please adhere to these simple guidelines for legal entity lines:n Legal entity lines are not formally part of the

AllianceBernstein brandmark.

n Legal entity lines are the only element that may be placed within the clear space area of our brandmark.

n The recommended placement of legal entity infor-mation is:

• On the back of brochures, as text, not locked up with the brandmark

• On the bottom of e-mails

• In the footer area of presentations

• In the compliance area for account materials

n Should you need to use the legal entity line in a lockup with an AllianceBernstein brandmark, please contact the Visual Communications Group for approved artwork.

To ensure protection of the AllianceBernstein brand within the marketplace, it is important to produce consistent materials to support the legal registration of the firm’s identity.

Our new brandmark has been filed for registration in most countries in which the firm operates. We have also filed for federal registration in the U.S. for the phrase “Knowing More. Using Knowledge Better.” However, a registration mark® will not be included with our brandmark or with the phrase “Knowing More. Using Knowledge Better.” at this time. Any changes to this decision will be communicated immediately by the firm. Until then, the firm prefers the placement of a service-mark symbol (SM) in superscript as a footnote until registration is complete.

Guidelines for using trademarks and legal copyrightn When producing pitch books, research publi-

cations, fund prospectuses, marketing brochures and pamphlets, PowerPoint presentations and websites, please insert the written trademark notice on a page that contains boilerplate disclosure: “ AllianceBernstein® and AB AllianceBernsteinSM

are trademarks and service marks owned by AllianceBernstein L.P.”

n When producing business cards, letterheads and materials for internal use only, such as memos and internal forms, no trademark notice is required.

1345 Avenue of the Americas, New York, NY 10105 212.486.5800 www.bernstein.com

A unit of AllianceBernstein L.P.

Global Wealth Management

Legal Entity Line

Top

Bottom

Brandmark


Generic U.S. Letterhead for Bernstein Global Wealth Management


7–3 Selecting the Brandmark Artwork / Web

http://brandcentral.acml.com Filename Business Unit BrandmarkMaximum

WidthPreferred

WidthMinimum

Width

InvServ_Max72.jpgInvServ_Pref72.jpgInvServ_Min72.jpg

InvServ_Max72.bmpInvServ_Pref72.bmpInvServ_Min72.bmp Investor Services

3.0" 2.55" 2.09"

SCBLLC_Max72.jpgSCBLLC_Pref72.jpgSCBLLC_Min72.jpg

SCBLLC_Max72.bmpSCBLLC_Pref72.bmpSCBLLC_Min72.bmp

A subsidiary of AllianceBernstein L.P.

3.54" 3.0" 2.46"

SCBLTD_Max72.jpgSCBLTD_Pref72.jpgSCBLTD_Min72.jpg

SCBLTD_Max72.bmpSCBLTD_Pref72.bmpSCBLTD_Min72.bmp

3.2" 2.7" 2.22"

BResearch_Max72.jpgBResearch_Pref72.jpgBResearch_Min72.jpg

BResearch_Max72.bmpBResearch_Pref72.bmpBResearch_Min72.bmp

3.03" 2.6" 2.125"

Growth_Max72.jpgGrowth_Pref72.jpgGrowth_Min72.jpg

Growth_Max72.bmpGrowth_Pref72.bmpGrowth_Min72.bmp Growth Equities


1.4" 1.2" 0.98"

Value_Max72.jpgValue_Pref72.jpgValue_Min72.jpg

Value_Max72.bmpValue_Pref72.bmpValue_Min72.bmp Value Equities


1.58" 1.35" 1.09"

FIncome_Max72.jpgFIncome_Pref72.jpgFIncome_Min72.jpg

FIncome_Max72.bmpFIncome_Pref72.bmpFIncome_Min72.bmp

Fixed IncomeA unit of AllianceBernstein L.P.

3.0" 2.55" 2.09"

SBlend_Max72.jpgSBlend_Pref72.jpgSBlend_Min72.jpg

SBlend_Max72.bmpSBlend_Pref72.bmpSBlend_Min72.bmp

Style BlendA unit of AllianceBernstein L.P.

3.0" 2.55" 2.09"

FPO


7–3 Selecting the Brandmark Artwork / Print

http://brandcentral.acml.com Filename Business Unit BrandmarkMaximum

WidthPreferred

WidthMinimum

Width

InvServ_Max72.jpgInvServ_Pref72.jpgInvServ_Min72.jpg

InvServ_Max72.bmpInvServ_Pref72.bmpInvServ_Min72.bmp Investor Services

3.0" 2.55" 2.09"

SCBLLC_Max72.jpgSCBLLC_Pref72.jpgSCBLLC_Min72.jpg

SCBLLC_Max72.bmpSCBLLC_Pref72.bmpSCBLLC_Min72.bmp

A subsidiary of AllianceBernstein L.P.

3.54" 3.0" 2.46"

SCBLTD_Max72.jpgSCBLTD_Pref72.jpgSCBLTD_Min72.jpg

SCBLTD_Max72.bmpSCBLTD_Pref72.bmpSCBLTD_Min72.bmp

3.2" 2.7" 2.22"

BResearch_Max72.jpgBResearch_Pref72.jpgBResearch_Min72.jpg

BResearch_Max72.bmpBResearch_Pref72.bmpBResearch_Min72.bmp

3.03" 2.6" 2.125"

Growth_Max72.jpgGrowth_Pref72.jpgGrowth_Min72.jpg

Growth_Max72.bmpGrowth_Pref72.bmpGrowth_Min72.bmp Growth Equities


1.4" 1.2" 0.98"

Value_Max72.jpgValue_Pref72.jpgValue_Min72.jpg

Value_Max72.bmpValue_Pref72.bmpValue_Min72.bmp Value Equities


1.58" 1.35" 1.09"

FIncome_Max72.jpgFIncome_Pref72.jpgFIncome_Min72.jpg

FIncome_Max72.bmpFIncome_Pref72.bmpFIncome_Min72.bmp

Fixed IncomeA unit of AllianceBernstein L.P.

3.0" 2.55" 2.09"

SBlend_Max72.jpgSBlend_Pref72.jpgSBlend_Min72.jpg

SBlend_Max72.bmpSBlend_Pref72.bmpSBlend_Min72.bmp

Style BlendA unit of AllianceBernstein L.P.

3.0" 2.55" 2.09"

FPO

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Ab Guidelines2009

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