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Identity Manual

Table of Contents

SECTION ONE:Introduction1.1 Purpose of this Manual

SECTION TWO:Elements of Brand Identity2.1 Our Name2.2 Our Logo2.3 Brand Colors2.4 ServiceMaster Brand Logo2.5 DBA Names

SECTION THREE:Service Line Branding and Logos 3.1 Disaster Restoration3.2 Business Services3.3 Residential Services

SECTION FOUR:Legal Requirements4.1 Word Marks4.2 Legal and Copyright Statements

SECTION FIVE:Style Guide5.1 Typography5.2 Iconography

SECTION SIX:Brand Applications6.1 Stationery and Business Cards6.2 Websites and Online Applications6.3 Signage6.4 Vehicles

SECTION SEVEN:ServiceMaster Clean Racing7.1 Our Sponsorship

© 2010 ServiceMaster Clean. All rights reserved.

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Home Office Marketing DepartmentP: 800.633.5703F: 901.597.7600SVMLink Identity/Logos

Identity HotlineP: 800.468.5353E-mail: [email protected]

[email protected][email protected]

Corporate Identity and Logos Websitehttp://corporate.servicemaster.com/identity/User Name: vendorPassword: bayou

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Introduction

1.1 PURPOSE OF THIS MANUAL

Just as consistency in how we behave with customers every day is essential to building our brand, so is consistency

in the look and feel of all our marketing communications. All elements of our identity manual have been carefully

considered to support our brand platform and distinguish ServiceMaster Clean from our competitors.

The purpose of this manual is to define the elements that make up our identity program, state the rules for their use,

and provide references to assist you in their implementation to ensure a consistent and powerful visual experience

with our brand and support of our brand promises.

SECTION ONE

Reviews and ApprovalsAll custom marketing pieces should be sent to a BusinessDevelopment Manager or the Identity Admin for reviewand approval.

This includes, but is not limited to:- Brochures- Direct Mail/Postcards- Radio/TV spots- Websites and Online Applications- Signage

Identity Compliance ExpectationsFranchise business owners are responsible for complyingwith this Identity Program and will bear any costsassociated with destroying, modifying or reproducingitems found not in compliance.

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Elements of Brand Identity

2.1 OUR NAME

The most important element of our identity is our name. It is at the very core of who we are.

During the 1950s, our founders devised the ServiceMaster name to express the mission of the organization—masters

of service, serving the Master. Our name is true to its original roots while capitalizing on its recognition and branding

in the marketplace. The word “Clean” uniquely positions us in the ServiceMaster family as specializing in cleaning.

ServiceMaster Clean is the corporate name by which the public knows our organization.

When the name of our company is typed or in typeset, it should always be one

phrase with initial capital letters “S”, “M” and “C” and all other letters

lowercase.

Misuses of the Name

Do not use all capital letters in body copy. All capital letters are permissible inheadlines and subheads.

Do not hyphenate “ServiceMaster” at the end of a line. Allowing “Clean” towrap to the next line is permissible only when necessary.

ServiceMaster is always one word. However, ServiceMaster Clean is never to beused as one word.

The word “Master” should never be presented in all caps or italicized all caps.

Do not use ServiceMaster Clean as a verb, as in “ServiceMaster Clean it.”

ServiceMaster Clean is never possessive. For example, it is incorrect to say,“ServiceMaster Clean’s vehicles.” Instead, say, “ServiceMaster Clean vehicles.”

SERVICEMASTER CLEAN

Service-Master Clean

ServiceMasterClean

ServiceMaster Clean

Servicemaster Clean

SECTION TWO

Service Master Clean

ServiceMASTER Clean

ServiceMASTER Clean

OK

2.2 OUR LOGOOur logo, a specially designed configuration of letters and visual

elements, is the cornerstone of our visual identity. As such, it is the

only logo that should be used to respresent our brand and franchise

businesses. Recreations of our logo and logos based on franchise dba

names are not permissible.

The logo should appear prominently on all pieces—advertising,

packaging, stationery, signage, vehicles, uniforms and sales promotional

materials. It should print in ServiceMaster Clean® Turquoise and ServiceMaster Clean Yellow. For special applications, it may

appear in black or reversed to white if used on a dark background.

ServiceMaster Clean is a nationally and internationally registered trademark. The registered trademark is positioned on the

logo after the word “Clean” beneath the triangle. It should not be positioned after the word “ServiceMaster”.

An area of isolation, or “clear space”, must be maintained around the logo on all sides. This clear space must be at least the

height of the capital letter “S” in ServiceMaster. Minimum width of the logo should be no less than 3/4". Approved exceptions to

clear space include the ServiceMaster Clean logo depicting service line taglines, the ServiceMaster Clean Racing logo and

logo usage on vehicles and decals.

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Pantone 320 and 107 Grayscale Black

Reversed

Elements of Brand IdentitySECTION TWO

*Approved for Yellow Pages and Black and White newspaper ads only.

Pantone 320 and White* on a Pantone 107 background

* Approved for vehicles only.

Pantone 107 and White* on a Pantone 320 background

* Approved for janitorial uniforms andspecific production equipment only.

Area of Isolation

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2.2 OUR LOGO (CONT.)

Misuses of the Logo


Do not stretch, condense, rotate or distort the logo. This is especially important when resizingdigital files.

Do not place the logo near or over distractingpatterns, shapes, photos, words, illustrations orother logos. Do not place the logo in a box.

Do not use the logo with any shape other than the triangle.

Do not use drop shadows, photo embossing, glowsor other image manipulation techniques.

Do not ghost or screen the logo to make it appearlighter. Print it only in solid colors.

Do not use the logo in place of the name in aheadline, phrase or sentence.

Do not use the ServiceMaster Clean logo orServiceMaster logo type as or in a dba name.

Do not use the type without the spotlight triangle.

a leading franchise company

By Smith

By Smith

7

2.3 BRAND COLORS

Our brand colors are an important factor in creating instant and ongoing recognition. A set of colors have been

defined to best complement ServiceMaster Clean® identity and visually express the brand.

ServiceMaster Clean Turquoise is the primary color used in our logo as well as graphic elements. ServiceMaster Clean

Yellow is used secondarily to turquoise and is best suited to backgrounds, most noticeably in the “Clean” triangle

and on our vehicles.

Each color formulation has been provided in Pantone®, CMYK, RGB, and HEX formats. Using these formulas ensures

color consistency across a variety of media.

Primary Color Palette

Secondary Color Palette

ServiceMaster Clean YellowPantone 107 PCC:0, M:2, Y:80, K:0R:254, G:249, B:30Hex: FEF91E


Note: Color values based on 2005 Pantone® Color BridgeTM coated book. Colors may vary based on your printer color and ink settings or yourcomputer monitor. Refer to your local vendor to ensure accurate color values.

GreenPantone 376 PCC:53, M:0, Y:96, K:0R:122, G:184, B:0Hex: 7AB800

Light GrayPantone 7542 PCC:24, M:4, Y:8, K:13R:172, G:192, B:198Hex: ACC0C6

Complementary color used primarily for solid

backgrounds and supporting graphic elements

Complementary color used exclusively to promote

our green cleaning services

ServiceMaster Clean Turquoise Pantone 320 PCC:100, M:0, Y:30, K:2R:0, G:154, B:166Hex: 009AA6

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2.4 SERVICEMASTER BRAND LOGO

The ServiceMaster® Brand Logo (“A ServiceMaster Brand”) identifies ServiceMaster Clean as one of the ServiceMaster

Family of Brands. The ServiceMaster Brand Logo is secondary to the ServiceMaster Clean Logo and should be less

prominent. It should print in black only over a contrasting background. ServiceMaster Clean Turquoise or Reversed

formats are not permissible. Minimum width should be no less than 1’’.

The ServiceMaster Brand Logo is used on stationery and envelopes. It may not be used in or on Yellow Pages ads,

promotional items, uniforms, vehicles, business cards, or small format marketing pieces where size constraints may

exist.

ServiceMaster is a nationally and internationally registered trademark. The registered trademark is positioned on the

logo after the word “ServiceMaster.”


2.5 DBA NAMES

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Appropriate Uses• Marketing materials• Promotional attire• Promotional items*• Signage • Stationery• Vehicles• Websites and online applications• Yellow Pages ads

Inappropriate Uses• Uniforms

*May be limited due to size of imprint area

As both an independent business and a franchise, franchisees are in the

unique position of being able to market the strength and equity of their

franchise brand and their localized dba name. As such, how these two

entities are presented is of utmost importance.

When advertising your dba name, you must use the full dba name listed in

your franchise agreement.

When advertising using both the ServiceMaster Clean logo and your dba name, depending on the type of material,

the logo should be used in the primary position with the dba name in secondary position.

Advertising DBA Names

ServiceMaster DBA Name

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2.5 DBA NAMES (CONT.)


When graphically displayed together, the dba name should be placedbelow the ServiceMaster Clean logo, rather than to the left or right of thelogo, reflecting the franchisor/franchisee relationship.

A dba name may be used in conjunction with the two-color or the one-colorServiceMaster Clean logo. A dba name may not be used in conjunction witha ServiceMaster Clean logo that depicts a tagline, nor another trademarklogo such as ServiceMaster, GoGreen, 866 RECOVER, etc.

The space between the ServiceMaster Clean logo and the dba name mustbe at least the height of the capital letter “S” in “ServiceMaster” depictedin the logo, measuring from the bottom tip of the spotlight triangle.(See Section 2.2 Our Logo for details on area of isolation.)

The dba name should be center aligned and be no more than 75% of thewidth of the ServiceMaster Clean logo. The dba name may carry to a secondline if necessary, with a maximum of two lines. However, the preference isfor the dba name to be displayed as one line, if possible.

The font type for the dba name should be Arial or Times New Roman, forconsistency across the network. The font size of the dba name should notexceed the size of the lowercase letters “ean” in “Clean” depicted in thelogo.

The dba name should never be stylized or transformed into its own logo.

Do not use the logo as or in a dba name. Do not use the ServiceMaster logotype in a dba name.

Appropriate and inappropriate uses listed on previous page also apply tovisually depicting the logo and your dba name together, with the exceptionof stationery, vehicles, Yellow Pages ads and potentially websites.

ServiceMaster DBA Name

Visually Depicting the Logo and Your DBA Name Together

ServiceMasterDBA NAME

APPROPRIATE USE

INAPPROPRIATE USES

ServiceMaster Professional Cleaning

By Smith

By Smith

3.1 DISASTER RESTORATION

TaglineRestoring Peace of Mind®

Brand Promise“Whether the water, smoke or fire emergency is large or small, we will do everything humanly possible to help restorepeople’s lives and homes and businesses to normal. We know that doing the best technical job is expected. What wedo is understand the emotional needs of those involved and deliver a remarkable service experience.”

ToneWhen speaking to the homeowner, ServiceMaster Clean® Disaster Restoration uses a caring, compassionate tone ofvoice without being patronizing. The tone is professional, knowledgeable and confident when addressing insuranceindustry partners.

MasterMoments®

ServiceMaster Clean has identified four MasterMoments® experiences that are integral to delivering “peace of mind.”

Reviewing the Emergency Recover Guides with the property owner/dweller.

Calling the agent within 24 hours and giving a brief policyholder state of mind and loss situation update.

Calling the adjuster within 24 hours and giving a brief scope of loss and policyholder state of mind.

Resolving customers’ concerns using problem resolution process—Solve It!

Logos

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Service Line Branding and LogosSECTION THREE

866 RECOVER® LogoPriority emergency response program for

commercial businesses

Logo with Disaster Restoration Tagline

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Service Line Branding

3.1 DISASTER RESTORATION (CONT.)

Logo with Disaster Restoration TaglineThe ServiceMaster Clean® logo depicting the tagline “Restoring Peace of Mind.®”may be used on marketing materials specific to the Disaster Restoration serviceline.

The ServiceMaster Clean logo should only print in ServiceMaster Clean Turquoise and ServiceMaster Clean Yellow.The tagline should print in black.

A registered trademark symbol (®) should appear both after the ServiceMaster Clean logo and superscripted afterthe tagline.

Minimum width should be no less than 2 ½ inches to ensure the tagline is easily readable. The area around the logomust be at least the height of the “S” in ServiceMaster Clean.

Appropriate uses of the ServiceMaster Clean logo with the Restoring Peace of Mind tagline include:

Tagline as TextThe tagline “Restoring Peace of Mind.” may also be used as text, again specific to the Disaster Restoration serviceline. A superscripted registered trademark should be used on the first instance of use. The “R”, “P” and “M” shouldbe capitalized. The tagline should be printed in black, ServiceMaster Clean Turquoise or our secondary colorServiceMaster Clean Gray.

Appropriate Uses

• Marketing materials• Advertisements• Websites and online applications• Promotional Items (where

size is appropriate)

Inappropriate Uses

• Yellow Pages• Vehicles• Uniforms• Stationery

SECTION THREE

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3.2 DISASTER RESTORATION (CONT.)

866 RECOVER LogoThe 866 RECOVER logo should appear prominently on all 866RECOVER related sales and marketing pieces. It should print inServiceMaster Clean Turquoise and Yellow, (see Color Palette sectionfor further details) when it appears on all backgrounds. Backgroundsshould be white or DR Gray. When a black/white logo is required, use the 866 RECOVER black logo.

The 866 RECOVER logo is secondary to the ServiceMaster Clean logoand should be featured less prominently when both logos are used.The area around the logo must be at least the height of the capital “R” in RECOVER.

Tagline as TextWhen used as text, the 866 RECOVER word mark will vary slightly in context. For example, when appearing as aheadline, subhead or by itself, it should appear either in 100% black or ServiceMaster Clean Turquoise.

When appearing within body copy, it may appear as the same color as the body copy and should use appropriatesentence capitalization and punctuation. A superscripted registered trademark symbol (®) should be used. Theword mark should appear as: 866 RECOVER®.

When referring to the program in copy, the word mark should be written as: 866 RECOVER®

There should a space between 866 and RECOVER. RECOVER should be in all caps. A superscripted “(®)” symbolshould be used after RECOVER. A superscripted registered trademark symbol (®) should appear after “Powered byServiceMaster Clean.”

When referring to the phone number in copy, it should be written as: 1-866-RECOVER. There should be a dash ( - )after the 1 and after 866, no spaces. RECOVER should be in all caps.

Appropriate Uses

• Marketing materials• Business cards • Websites and online applications• Promotional items (where size is appropriate)• Vehicles• Yellow Pages

Inappropriate Uses

• Uniforms• Stationery


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3.2 BUSINESS SERVICES

Taglineordinary tasks. extraordinary service.®

Value Proposition ServiceMaster Clean provides a remarkable cleaning experience through the consistent completion of ordinary tasksand transforming them into extraordinary “above and beyond” service.

ToneServiceMaster Clean Business Services uses a confident, straightforward tone of voice when speaking to propertyowners and managers. The tone can also be described as expert, trustworthy and understanding of their needs.

MasterMoments®

ServiceMaster Clean has identified four MasterMoments to help achieve “above and beyond” service and set ourservices apart from typical commercial cleaning providers.

Access: Live person answering the phone 24/7/365. Leaving customers comfortable that their issue has beentransferred to ServiceMaster Clean.

Response: Respond to the customer’s request within one hour with complete problem resolution of their concernor a detailed plan for quick action.

Consistency: Deliver and execute an inspection program for every customer with a written output that can beshared with the account.

Problem Resolution: Follow the Solve It! six-step process to resolve customer’s problem.

Logos


Logo with Business Services Tagline GoGreen with ServiceMaster Clean® Logo

3.2 BUSINESS SERVICES (CONT.)

Logo with Business Services TaglineThe ServiceMaster Clean logo depicting the tagline “ordinarytasks. extraordinary service.” may be used on marketingmaterials specific to Business Services and the janitorialservice line.

The ServiceMaster Clean logo should print in ServiceMaster Clean Turquoise and ServiceMaster Clean Yellow. Thetagline should print in our secondary color of ServiceMaster Clean Gray when used on a white background or whitewhen used on a ServiceMaster Clean Gray background.

A registered trademark symbol (®) should appear both after the ServiceMaster Clean logo and superscripted afterthe tagline.

Minimum width should be no less than 2 ½ inches to ensure the tagline is easily readable. The area around the logomust be at least the height of the “S” in ServiceMaster Clean.

Tagline as TextThe tagline “ordinary tasks. extraordinary service.” may also be used as text, again specific to the Business Servicesand the janitorial service line. A superscripted registered trademark should be used on the first instance of use.“Tasks” should be plural and “service” should be singular.

When used in copy, the tagline should be printed in black. When used as a headline or subheadline, the taglineshould be printed in black, ServiceMaster Clean Turquoise or our secondary color ServiceMaster Clean Gray.

When used as a headline or subheadline, the tagline should be depicted as: Ordinary tasks. Extraordinary service.Note: In headline or subheadline usage, the “O” and “E” should be capitalized.

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Appropriate Uses

• Marketing materials• Advertisements• Websites and online applications• Promotional Items (where size is appropriate)

Inappropriate Uses

• Yellow Pages• Vehicles• Uniforms• Stationery


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3.2 BUSINESS SERVICES (CONT.)

GoGreen LogoThe GoGreen logo should appear prominently on all green cleaning-related pieces. It should print in ServiceMaster Clean® Turquoise,ServiceMaster Clean Yellow and our secondary color of ServiceMasterClean Green. The GoGreen logo should only appear in color, not in blackand white or grayscale, unless approved by the Identity Admin.

The logo may appear on white or other light backgrounds. It should not appear on black or dark backgrounds. Makesure there is enough contrast to distinguish the logo shape and colors from the background color or image.

A superscripted registered trademark symbol (®) should appear after “with ServiceMaster Clean.”

The GoGreen logo is secondary to the ServiceMaster Clean logo and should be featured less prominently when bothlogos are used. The area around the logo must be at least the height of the lowercase “o” in Go.

The GoGreen logo may be used in conjunction with the following services: Janitorial, Commercial Carpet, Tile andGrout, Residential Carpet and Upholstery.

Tagline as TextWhen used as text, the GoGreen word mark will vary slightly with context. For example, when appearing as aheadline, subhead or by itself, it should appear either in ServiceMaster Clean Turquoise or ServiceMaster Clean Gray.

When appearing within body copy, it may appear as the same color as the body copy and should use appropriatesentence capitalization and punctuation. A superscripted registered trademark symbol (®) should be used. Theword mark should appear as: GoGreen with ServiceMaster Clean®.

Inappropriate Uses



Appropriate Uses

• Marketing materials• Business cards • Websites and online applications• Promotional items (where size is appropriate)• Vehicles• Yellow Pages

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3.3 RESIDENTIAL SERVICES

TaglineThe clean you expect. The service you deserve.®

Brand Promise “From start to satisfaction we will demonstrate our difference by the way we care for you and your home. We knowthat doing the best technical job is expected. What we do is provide a remarkable service experience that leaves youfeeling that your home was the most important stop of our day.”

ToneServiceMaster Clean® Residential uses a caring, respectful tone of voice when speaking to the homeowner. The tonecan also be described as personable, professional, trustworthy and knowledgeable.

MasterMoments®

ServiceMaster Clean has identified four MasterMoments to ensure every customer experiences a “caring specialist.”

Give a yellow rose to say thank you and brighten the customer’s day.

Lay down walk-off mat and wear booties to ensure additional dirt is not brought into the home.

Use corner buddies to protect the walls.

Resolve a customer’s problem using Solve It! -six-step problem resolution process.

Logos


GoGreen with ServiceMaster Clean® LogoLogo with Residential Tagline

3.3 RESIDENTIAL SERVICES (CONT.)

Logo with Residential Services TaglineThe ServiceMaster Clean® logo depicting the tagline “The clean youexpect. The service you deserve.” may be used on marketingmaterials specific to Residential Services; however, it is alsopermissible for all service lines.

The ServiceMaster Clean logo should print in ServiceMaster Clean Turquoise and ServiceMaster Clean Yellow. Thetagline should print in our secondary color of ServiceMaster Clean Gray when used on a white background or whitewhen used on a ServiceMaster Clean Gray background. A registered trademark symbol (®) should appear both afterthe ServiceMaster Clean logo and superscripted after the tagline.

Minimum width should be no less than 2 1/2” to ensure the tagline is easily readable. Maintain at least the height ofthe capital “S” in the ServiceMaster Clean logo and clear space around the logo and tagline on all sides.

Tagline as TextThe tagline “The clean you expect. The service you deserve.” may also be used as text, again specific to ResidentialServices, but permissible for all service lines. A superscripted registered trademark symbol should be used on thefirst instance of use.

When used in copy, the tagline should be printed in black. When used as a headline or subheadline, the taglineshould be printed in black, ServiceMaster Clean Turquoise or our secondary color ServiceMaster Clean Gray.


Appropriate uses

• Marketing materials• Promotional items (where size is appropriate)• Websites and online applications

• Yellow Pages

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Inappropriate uses

• Uniforms• Stationery• Vehicles

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3.3 RESIDENTIAL SERVICES (CONT.)

GoGreen LogoThe GoGreen logo should appear prominently on all green cleaning-related pieces. It should print in ServiceMaster Clean® Turquoise,ServiceMaster Clean Yellow and our secondary color of ServiceMasterClean Green. The GoGreen logo should only appear in color, not in blackand white or grayscale, unless approved by the Identity Admin.

The logo may appear on white or other light backgrounds. It should not appear on black or dark backgrounds. Makesure there is enough contrast to distinguish the logo the shape and colors from the background color or image.

A superscripted registered trademark symbol (®) should appear after “with ServiceMaster Clean.”

The GoGreen logo is secondary to the ServiceMaster Clean logo and should be featured less prominently when bothlogos are used. The area around the logo must be at least the height of the lowercase “o” in Go.

The GoGreen logo may be used in conjunction with the following services: Janitorial, Commercial Carpet, Tile andGrout, Residential Carpet and Upholstery

Tagline as Text When used as text, the GoGreen word mark will vary slightly with context. For example, when appearing as aheadline, subhead or by itself, it should appear either in ServiceMaster Clean Turquoise or ServiceMaster Clean Gray.

When appearing within body copy, it may appear as the same color as the body copy and should use appropriatesentence capitalization and punctuation. A superscripted registered trademark symbol (®) should be used. Theword mark should appear as: GoGreen with ServiceMaster Clean® .

Inappropriate Uses



Appropriate Uses

• Marketing materials• Business cards• Websites and online applications• Promotional items (where size is appropriate)• Vehicles• Yellow Pages

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4.1 WORD MARKS

Many of our registered trademarks are registered as word marks, without stylized design or design elements

attached. The ServiceMaster Clean® mark is an example of a mark registered as a word mark and as a stylized mark.

When using the word mark in copy:• Include a superscripted registered trademark symbol (®) on the first mention either in the header or in copy when

“ServiceMaster Clean” is used as an adjective.

• This rule applies to each page and whether or not the ServiceMaster Clean stylized mark or ServiceMaster stylizedmark is included on that page.

• The ® should be placed immediately after the “ServiceMaster Clean” mark (no spaces between the last letter and the ®).

• Whenever possible, the ® should be a superscripted mark: ®.

Listed below are examples of other word marks we use today. Follow the first-mention rules above when using these

marks in copy. Note the specific registration designation symbol that should be used.

Legal RequirementsSECTION FOUR

800 RESPOND®

866 RECOVER®

Capture and Removal Cleaning®

Clean MachineTM

GoGreen with ServiceMaster Clean®

Green For® (used on green product packaging or when

referring to our green products)

MasterMoments®

Ordinary tasks. Extraordinary service.®

Peace of Mind RestoredSM

Restoring Peace of Mind®

ServiceMaster®

ServiceMaster Clean®

ServiceMaster Clean Racing®

The clean you expect. The service you deserve.®

4.2 LEGAL AND COPYRIGHT STATEMENTS

Legal StatementEach franchise business presents itself to the public as an independent contractor operating the franchise business

pursuant to the franchisor. Thus, the following phrase must be prominently included on all forms and stationery, as well

as on advertisements and marketing materials unless limited by space:

“An independent business licensed to serve you by ServiceMaster Clean.”

Copyright StatementWhen an original work is published and the owner wishes to notify the public of one’s claim to the rights to this original

work, the recommended copyright statement should contain these elements in this order:

© [Year] [Franchise Business Legal Name]. All rights reserved.

Thus, a correct copyright statement for ServiceMaster Clean is:

© 2010 ServiceMaster Clean. All rights reserved.

A correct copyright statement for a franchise business would be:

© 2010 [Franchise Business Legal Name]. All rights reserved.

Examples: © 2010 ABC Enterprises, Inc. All rights reserved.

© 2010 ServiceMaster By Anyone. All rights reserved.

Legal RequirementsSECTION FOUR

21

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5.1 TYPOGRAPHY

The approved font for ServiceMaster Clean marketing materials is Meta, including various weights. It was chosen for

its professional look and readability in a variety of uses. Meta is a licensed font. If you do not have Meta available,

appropriate substitutes would include Arial or Calibri.

Meta Medium

[ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789]

Meta Medium Italic



123456789]

META MEDIUM CAPS


123456789]

Meta Normal



123456789]

Meta Normal Italic



123456789]

Body copy usually appears in black although a 55% screen of black is acceptable as well.

The closest font to the one used in the ServiceMaster Clean logo is ITC Gara Bold. Equivalent substitution would

include Times New Roman. Reminder: Recreations of our logo and logos based on franchise dba names are not

permissable.

Style GuideSECTION FIVE

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5.2 ICONOGRAPHY

Spotlight

The signature graphic element is

the ServiceMaster Clean® Spotlight,

which is derived from our logo.

It is primarily used to emphasize

headings, but may also appear in

the form of bullets.

The Spotlight always prints in

ServiceMaster Clean Yellow and should

not be screened, rotated or altered. It

appears with one point cropped off the

left side, except when used as bullets.

Headlines and main pieces of copy

print in solid black or a 55% screen

of black inside the Spotlight.

Technician

Used exclusively in Disaster Restoration

collateral, the Technician represents

peace of mind to our audience. The

emphasis on human interaction is

consistent with the emotional aspect of

our brand promise.

Technician images should not include a

depiction of the problem (the disaster

or damage); this does not communicate

the solution—peace of mind.


Disaster Restoration brochure using spotlight to emphasize heading

Disaster Restoration brochure featuring the technician.

Business Services brochure using spotlight to emphasize heading

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Business Services brochure using reversed Silhouettes Business Services slick using Light Gray Silhouettes

Janitorial Silhouettes: janitorial cart, vacuum,dusting, spray bottle, push mop

Commercial Silhouettes: Whittaker, Roto, carpetcleaning wand

Crossover Silhouettes: Roto, spray bottle, pushmop, dusting, carpet cleaning wand

Capture & Removal Silhouettes: dust wand,backpack vacuum, spray bottle

*Capture & Removal Silhouettes may also appear inGreen (Pantone 376) in green cleaningapplications.

5.2 ICONOGRAPHY (CONT.)

Silhouettes

Used exclusively in Business Services collateral, the Silhouettes represent the people behind the service, offeringversatility for interpretation across all industries and types of people. In groups, they are symbolic of our strength ofresources and well-trained workers. In action and focused, they hint at our equipment and methods, imply a highlevel of enthusiasm in our people and demonstrate the idea of ordinary tasks, extraordinary service.

Silhouettes usually appear in Light Gray (Pantone 7542) on a white background or reversed on a Light Gray background.* Silhouettes should always be depicted in pairings of three or five.

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6.1 STATIONERY AND BUSINESS CARDS

Stationery and business cards are essential means of public and personal communication between a company and

its many audiences. They are also of particular importance, since they are often closely viewed. Correctly branded

and consistent stationery and business cards can reinforce the credibility of a business.

Stationery Elements

Letterhead•Two-color ServiceMaster Clean logo•Group function identifier (up to two)•DBA name of franchise•Address, phone and fax numbers•QRV logo (for certified franchisees)•Legal statement*•A ServiceMaster Brand logo

Second Sheet Letterhead•Two-color ServiceMaster Clean logo•A ServiceMaster Brand logo

Envelope•Two-color ServiceMaster Clean logo•DBA name of franchise•Address•A ServiceMaster Brand logo•Domain name (optional)

Legal Statement

Franchisees are required to place the following statement on all business forms and letterhead in small but legibleletters: “An independent business licensed to serve you by ServiceMaster Clean.”

Corporate ApplicationsSECTION SIX

APPROVED LETTERHEAD LOGOS

Stationery Elements

Business CardsFRONT

•Two-color ServiceMaster Clean logo•Group function identifier (up to two)•Name of franchisee or representative and title•DBA name of franchise•Address, phone and fax numbers•Domain name and/or email address (optional)

BACK (optional)•Approved certification logos (if applicable)•Ancillary service descriptors

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6.1 STATIONERY AND BUSINESS CARDS (CONT.)

Approved Stationery VendorBFC800-774-6840SVMLink QuickLinks BFC Ordering


APPROVED BUSINESS CARD LOGOS (BACK ONLY)

QRV GoGreen USGBC Green Seal

6.1 STATIONERY AND BUSINESS CARDS (CONT.)

List of Services for Business Card Backs (Cont.)(Franchisees can select up to 14 listings - two column only)

Approved Stationery VendorBFC800-774-6840SVMLink QuickLinks BFC Ordering


List of Services for Business Card Backs(Franchisees can select up to 14 listings - two column only)

Disaster Restoration24-Hour Emergency ServicesConstruction Clean-upConstruction Services (approvalrequired)Consultation ServicesContents RestorationDisaster RestorationDehumidificationDemolition ServicesDocument RestorationDocument & Electronic RestorationElectronics RestorationEmergency Restoration ServicesFire & Smoke DamageFire/Water/Smoke RestorationHVAC Cleaning & Restoration

Inspection ProgramsMold & Mildew – RemediationMold RemediationOdor RemovalPackout & Content CleaningPost-Construction Clean upProject ManagementProject Management & ConsultationServices*Reconstruction ServicesSanitizingSite SecuritySmoke/Malodor ControlTrained SupervisorsTrauma/Vandalism Clean-upWater Damage Mitigation

Janitorial/Commercial ServicesCarpet & Floor CareCarpet CleaningCarpet Spot CleaningCommercial Carpet & FurnitureCleaning*Commercial CleaningConcrete Floor CleaningDaily, Weekly, Monthly JanitorialServices*Deep Carpet CleaningFabric/Carpet ProtectorFabric & UpholsteryFabric & Upholstery Cleaning*Fabric CleaningFabric Office SystemsFloor Waxing, Polishing & Cleaning*

Furniture CleaningGreen CleaningHard Surface Floor CareHardwood Floor CleaningHealthcare CleaningJanitorial ServicesMarble & Terrazzo MaintenanceResilient FloorsSanitizingStatic ProofingTrained SupervisorsUpholstered FurnitureUpholstery CleaningWindow CleaningWood Floors

Residential ServicesCarpet/RugsCarpet & Floor CareCarpet CleaningCarpet Spot CleaningDeep Carpet CleaningDraperiesDuct CleaningFabric/Carpet ProtectorFabric & UpholsteryFabric & Upholstery Cleaning*Fabric CleaningFloor Waxing, Polishing &Cleaning*General Housewide

Green CleaningHard Surface Floor CareMarble & Terrazzo MaintenanceResilient FloorsSpecialty CleaningSpot RemovalStatic ProofingTile & Grout CleaningTrained SupervisorsUpholstered FurnitureUpholstery CleaningWallsWindow CleaningWood Floors

*Single-column format only.

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Letterhead and Business CardGroup Identifiers (up to two allowed)

FranchiseesCatastrophe Response TeamCommercial Cleaning ServicesCommercial/Residential Cleaning ServicesCommercial/Residential Fire & Water Clean upCommercial Specialty CleaningConstruction ServicesDisaster Restoration ServicesJanitorial and Specialty CleaningJanitorial ServicesResidential Cleaning ServicesResidential/Commercial Cleaning Services

Distributors, Home Office and Regional Staff OnlyCommercial/Residential ServicesFranchise Sales and SupportResidential/Commercial ServicesBusiness Services

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All ServiceMaster Clean franchise online activity (including but not limited to: websites, emails, social media, blogs,

chat rooms, domains, emails, etc.) must contain the following elements.

Required Franchise Elements

ServiceMaster Clean logo prominently displayed on all pages.

Correct dba name (matching the one on file in your Franchise Agreement) and correct contact information. DBA name cannotbe in greater prominence or placement than the SMC logo.

You may use geographic or time references, such as: “Serving XYZ for XYZ years” but all statements must be factual andclaim only contractual territory. However, franchise may indicate city and state or county in which work has been or iscurrently performed for catastrophic events or National Accounts.

Copyright statement on every page: © 2010 ServiceMaster (DBA Name). All rights reserved.

Legal statement on every page: An independent business licensed to serve you by ServiceMaster Clean.

Copy must represent ONLY the services defined in the frachisee’s Franchise Agreement(s), including related feeable servicesand subcontracted services.

Color palette should reflect ServiceMaster Clean colors. Other colors must be approved by the Identity Admin.

Special offers/coupons must be legally compliant, current and contain the disclaimer “Only available at participatinglocations.” Offers must contain an expiration date.

Personal release forms must be on file for all photos (not including corporate photography), quotes, testimonials or othernon-proprietary elements used in online activity.

Must use consistent font style(s), type(s), color(s) and size(s) throughout: 9 pt to 12 pt.

.com

When purchasing a domain name, your primary URL should be a .com. In addition to purchasing your .com, you may

also purchase a .net or other extension and use them as redirect sites only. To do so, you must purchase web-

forwarding to point your non-.com URLs to your primary .com. The Home Office recommends that all domain names

are purchased through NetworkSolutions.com.

Re-marketing

Re-marketing allows visitors to your site to be followed as they visit other sites, popping-up advertisements that they

have not opted-into. Due to legal constraints and the violation of Federal Trade Commission (FTC) regulations and

internet etiquette, re-marketing in any form is not allowed. Franchisees are also not allowed to use any vendor who

uses the practice of re-marketing.

Approvals

All online activity must be pre-approved by the Identity Admin before purchasing or launching publicly. This includes

domains, custom websites, social media pages, etc.

6.2 WEBSITES AND ONLINE APPLICATIONS

Brand ApplicationsSECTION SIX

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Domain Names

ServiceMaster Clean® provides a default website for all franchises, using the four-digit license number

(servicemasterclean.com/license#).

Custom domain names are acceptable to use in lieu of the default domain. If a franchisee would like to use

ServiceMaster, ServiceMaster Clean or any other ServiceMaster registered trademark in their domain or email, they

may only be used in the following ways:

www.servicemaster + dba name + .com

www.svm + dba name + .com

www.sm + dba name + .com

NOTE: If the franchise’s full dba name option has already been reserved, they may submit abbreviations of their dba

name to a Business Development Manager (BDM) or the Identity Admin for approval. If all possible domain names

have been reserved and the franchise wishes to deviate from using servicemaster/svm/sm + dba name, the

franchisee may submit alternatives to a BDM or the Identity Admin for consideration. These alternative domain

names may not contain geographic references.

While the first preference is for franchise domain names to reflect their dba name, this is not always possible. A

franchisee may also choose a non-ServiceMaster domain. In this case, the domain must not be detrimental to our

brand image, must reflect only services the franchisee is licensed to provide and must be approved by a BDM or the

Identity Admin.

Domain names that reflect any of our registered trademarks, service lines and marketing initiatives are not allowed.

This includes, but is not limited to, aboveandbeyond.com, captureandremoval.com, thecleanyouexpect.com, etc.

6.2 WEBSITES AND ONLINE APPLICATIONS (CONT.)


Examples:

www.servicemasterbydoe.com

www.svmbydoe.com

www.smbydoe.com

30

E-mail Addresses

Like domain names, when using ServiceMaster, ServiceMaster Clean or any other ServiceMaster registered trademark

in e-mail addresses, they must be used in conjunction with your dba name, and they may only be used in the

following ways:

name @ servicemaster + dba name + .com

name @ svm + dba name + .com

name @ sm + dba name + .com

- or -

servicemaster + dba name @ domain.com

svm + dba name @ domain.com

sm + dba name @ domain.com

6.2 WEBSITES AND ONLINE APPLICATIONS (CONT.)


Examples:

[email protected]

[email protected]

[email protected]

- or -

[email protected]

[email protected]

smbydoe@domaincom

31

6.3 SIGNAGE

Signage is a key to creating a professional appearance, both inside and outside your office location. In many cases,

signage may provide the first impression of a business.

Use the two-color ServiceMaster Clean® logo for building signage unless otherwise specified by landlord or lessor in

lease agreement, as some may have restrictions on signage options including logos, colors, font styles, etc. If this is

the case, please contact your BDM or the Identity Admin for assistance with your building signage. The priority for

using the ServiceMaster Clean logo or name in exterior signage is as follows:

1. Logo in ServiceMaster Clean® colors

3. Name in ServiceMaster Clean® colors+ *

2. Logo in lessor colors


EXTERIOR BUILDING SIGNAGE WINDOW SIGNAGE FREESTANDING

Examples of Building Signage

* Name must be used in one line format



DBA Name or Group Identifiers on Building SignageYour dba name or Group Identifiers are allowed on building signage with the logo with the following restrictions:

1. Words should be readable from the street.

2. Must meet the area of isolation requirements found in Section 2.2 Our Logo.

3. Group Identifiers must be selected from the approved list found in section 6.1 Stationery and Business Cards.

Brand Applications

6.3 SIGNAGE (CONT.)

32

CORRECT USAGE

Promotional SignageIn creating promotional signage for tradeshows, sporting events, etc., the two-color or one-color ServiceMaster Clean

logo may be used. The logo should have primary placement and have equal or greater prominence to other logos

and/or sponsors on the promotional signage.

ServiceMaster by Anyone

INCORRECT USAGE

by Anyone

ServiceMaster by Anyone

SECTION SIX

33

6.4 VEHICLES

The ServiceMaster Clean® fleet is an enduring symbol for our company. Our cars, vans and trucks are moving

billboards for the ServiceMaster Clean brand.

Proper vehicle identity is essential. Those elements include:

1. ServiceMaster Clean Yellow

2. Logo usage and placement

3. Service descriptors and (optional) DBA name

4. Use of graphics

5. Overall vehicle appearance

ServiceMaster Clean YellowThe background color is the most obvious visual element of our vehicles. In fact, our vehicles are so unique in the

marketplace that the color yellow of our ServiceMaster Clean vehicles is trademarked.

Vehicles cannot be painted the ServiceMaster Clean Yellow at the factory (manufacturers will not do custom colors on

individual vehicles). We recommend you order a factory standard yellow or white, then have it overpainted with

ServiceMaster Clean Yellow.

Only standard painted body parts are to be painted. Wheels, chrome or rubber-covered bumpers, and other chrome

parts should not be painted. Wheel rims are to be painted white. Tires are to be black-wall.

To maintain this distinctiveness, use the following DuPont paint code for ServiceMaster Clean Yellow.

All 50 States: Only in California: U.S. Only:

Imron 5000 Imron 5000 Centari 5000

(3.5 VOC) M3328 (2.8 VOC) M3328 (3.5 VOC) V5097

Centari 5000

(2.8 VOC) R5097

For DuPont paints or to find a DuPont paint shop near you, please call DuPont Customer Service at

800-441-7515. Imron and Centari are registered trademarks of DuPont.


34

6.4 VEHICLES (CONT.)

Different elements and decals are available in production and sales vehicles. Production vehicles are defined as

vans and/or box trucks primarily used by technicians that house products and equipment. The following elements

may be included on production vehicles: ServiceMaster Clean logo, DBA name, phone number, corporate website

address and service descriptors.

Production Vehicles

Brand Applications

STANDARD VAN BOX TRUCK

Commercial (CM)Core Service Descriptors (Side of Vehicle)Carpet & Upholstery CleaningCommercial Carpet & Fabric CareCommercial Specialty Cleaning

Ancillary Descriptors (Rear of Vehicle)Carpet CareCarpet CleaningCommercial CleaningCommercial ServicesDuct CleaningFabric CareFloor CareGreen CleaningPressure WashingTile & Grout CleaningWindow Cleaning

SECTION SIX

Approved Service Descriptors by License Type

Contract Services (CS), JanitorialServices (JN) and Small Business (SB)Core Service Descriptors (Side of Vehicle)Carpet & Upholstery CleaningCommercial Carpet & Fabric CareCommercial Specialty CleaningJanitorial Services

Ancillary Descriptors (Rear of Vehicle)Carpet CareCarpet CleaningCommercial CleaningCommercial ServicesDuct CleaningFabric CareFloor CareGreen CleaningJanitorialPressure WashingTile & Grout CleaningWindow Cleaning

Residential (RS)Core Service Descriptors (Side of Vehicle)Carpet & Upholstery Cleaning

Ancillary Descriptors (Rear of Vehicle)Carpet CareCarpet CleaningFabric CareFloor CareGreen CleaningResidential CleaningTile & Grout Cleaning

35



Disaster Restoration (DR)Core Service Descriptors (Side of Vehicle)Fire & Water Damage Clean-upFire & Water Damage RestorationConstruction Services*

Ancillary Descriptors (Rear of Vehicle)1-800-RESPOND1-866-RECOVERBiohazard Clean-upCarpet CareCarpet CleaningCatastrophe Response TeamCommercial CleaningCommercial/ResidentialCommercial Restoration ServicesCommercial ServicesConstructionDisaster RestorationDuct CleaningEmergency ServiceFabric CareFire & Water DamageFloor CareMold RemediationPressure WashingResidential CleaningResidential/CommercialTile & Grout Cleaning

Windows & Carpets (WI)Core Service Descriptors (Side of Vehicle)Carpet & Upholstery CleaningCommercial Carpet & Fabric Care

Ancillary Descriptors (Rear of Vehicle)Carpet CareCarpet CleaningCommercial CleaningCommercial ServicesFabric CareGreen CleaningWindow CleaningPressure WashingTile & Grout CleaningResidential Services

Approved Service Descriptors by License Type (cont.)

On-Location (OL)Core Service Descriptors (Side of Vehicle)Carpet & Upholstery CleaningCommercial Carpet & Fabric CareCommercial Specialty CleaningFire &Water Damage Clean-upFire & Water Damage RestorationConstruction Services*

Ancillary Descriptors (Rear of Vehicle)1-800-RESPOND1-866-RECOVERBiohazard Clean-upCarpet CareCarpet CleaningCatastrophe Response TeamCommercial CleaningCommercial/ResidentialCommercial Restoration ServicesCommercial ServicesConstructionDisaster RestorationDuct CleaningEmergency ServiceFabric CareFire & Water DamageFloor CareGreen Cleaning†Mold RemediationPressure WashingResidential CleaningResidential/CommercialTile & Grout CleaningWindow Cleaning

Small Market (SM)Core Service Descriptors (Side of Vehicle)Carpet & Upholstery CleaningCommercial Carpet & Fabric CareCommercial Specialty CleaningJanitorial ServicesFire &Water Damage Clean-upFire & Water Damage RestorationConstruction Services*

Carpet & Upholstery Cleaning | Janitorial |Fire & Water Damage**

Ancillary Descriptors (Rear of Vehicle)1-800-RESPOND1-866-RECOVERBiohazard Clean-upCarpet CareCarpet CleaningCatastrophe Response TeamCommercial CleaningCommercial/ResidentialCommercial Restoration ServicesCommercial ServicesConstructionDisaster RestorationDuct CleaningEmergency ServiceFabric CareFire & Water DamageFloor CareGreen Cleaning†JanitorialMold RemediationPressure WashingResidential CleaningResidential/CommercialTile & Grout CleaningWindow Cleaning

* “Construction Services” core service descriptor is only allowed for franchises who have signed aconstruction addendum for their Disaster Restoration (DR), On-Location (OL) or Small Market (SM) franchiseagreement, and must be used in conjunction with either the “Fire & Water Damage Clean-up” or “Fire & WaterDamage Restoration” core service descriptors.** “Carpet & Upholstery Cleaning | Janitorial | Fire & Water Damage” core service descriptor is only allowed forSmall Market (SM) franchises and franchises who are licensed to perform both disaster restoration andjanitorial services.† “Green Cleaning” ancillary service descriptor may not be used in conjunction with core service descriptors:“Fire & Water Damage Clean-up,” “Fire & Water Damage Restoration,” or “Construction Services.”

36

Brand Applications

Approved Vehicle Decal VendorSignature Graphics800-356-3235

Wraps & Decals for Production Vehicles

STANDARD SALES DECALS


Sales vehicles are defined as any non-production vehicle primarily used by owners and marketers. The following

elements may be included: ServiceMaster Clean logo and phone number.

FOR ALL SERVICE LINES

FOR BUSINESS SERVICES USE ONLY

FOR RESIDENTIAL USE ONLY

RACING DECALS

SECTION SIX

Sales Vehicles

37

Brand Applications

Wraps & Decals Placement


Door:Phone Numberdba Name* (optional)*Up to 3 lines for dba Name

Side:ServiceMaster Clean LogoApproved Core Service DescriptorsApproved Wraps and DecalsApproved Service Line Decals

Rear:ServiceMaster Clean WebsitePhone NumberApproved Ancillary Service DescriptorsApproved Wraps and DecalsGoGreen window decal (Jan/Com only)

SECTION SIX

38

7.1 OUR SPONSORSHIP

ServiceMaster Clean is the Yellow Caution Flag sponsor and official cleaning and restoration partner of the

International Speedway Corporation, Speedway Motorsports Incorporated and Dover International Speedway.

ServiceMaster Clean Racing Logo

The Home Office will use the ServiceMaster Clean Racing logo to promote our sponsorship. Franchisees may use it on

promotional items/apparel purchased through approved vendors. The

logo will not be distributed nor may it be recreated.

ServiceMaster Clean Racing Word MarkServiceMaster Clean Racing(r) is the official name of this sponsorshipprogram. If space is limited, the name can be abbreviated to SMCRacing.

• When used in typed or in typeset, it should always be one phrase with initial capital letters “S”, “M”, “C” and “R” and all other letters lowercase.

• Do not refer to ServiceMaster Clean racing using a lowercase “r”.• Do not shorten the term ServiceMaster Clean Racing to SM Racing, SM Clean Racing, SMCR, SMCr or similar.

Correct use when referring to the program should include your dba name or ServiceMaster Clean.• [INSERT DBA NAME OR ServiceMaster Clean] is the Official Cleaning Partner of the International Speedway

Corporation and Speedway Motorsports International race tracks• [INSERT DBA NAME OR ServiceMaster Clean] is the Official Cleaning Team of the ISC and SMI race tracks• [INSERT DBA NAME OR ServiceMaster Clean] is the Official Cleaning Partner of [INSERT RACE TRACK]*• [INSERT DBA NAME OR ServiceMaster Clean] is the Official Clean Team of [INSERT RACE TRACK]*

*See the ServiceMaster Clean Racing page on SVMLink for the race tracks included in our sponsorship.

For more information, please refer to the ServiceMaster Clean Racing marketing toolkit on svmlink under:

SVMLink SMC Racing Marketing Materials

ServiceMaster Clean Racing®SECTION SEVEN

©2010 ServiceMaster Clean. All rights reserved.

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