Lion Rules: Dreyfus Corporate Identity System

October 2004

. . . . . . . . . . . . . . . . . . . . . . . 6 Dreyfus Corporate Entities and Business Units . . . . . . . . .Lion Rules: The Dreyfus Corporate Identity System Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . 7 Trademarks and Copyrights. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Typography and Dreyfus Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Photography . . . . . . . . . . . 16 Presentations . . . . . . . . . . . . . .5 Placement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Stationery . 4. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 Appendix A: Lions as the Dreyfus Corporate Icon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Policy and Procedure . . . . . . . . . . . . . . . . . . . . 8. . 14. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The Dreyfus Branding System: The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

as appropriate.Lion Rules: The Dreyfus Corporate Identity System Introduction It is the policy of Dreyfus to maintain a cohesive Corporate Identity System that consistently presents the company’s brand identity across all visual media. The first section of this manual describes the elements of the graphic standard system and presents the ways in which they should be used. Updates will also appear on the Dreyfus Intranet site. all of which carry company identification and are visual representations of Dreyfus and what we are all about. The Group is prepared to assist corporate departments.The Lions are Dreyfus’ icon and a critical component in presenting this identity. and it is important that it be kept up-to-date and accessible. The Creative Services Group (the “Group”) is responsible for administering and updating the manual.All inquiries should be directed to the Creative Services Group. 1 Introduction . your cooperation is essential to the success of this system. A handbook containing copies of various uses of lions by Dreyfus in its advertising over its corporate history also is maintained in the Legal Department.The overall objective of this manual is to provide the direction and guidelines necessary for developing and maintaining consistent and effective visual identification standards for the Dreyfus brand and associated use of lions. Accordingly. Every visual contact is an opportunity to project Dreyfus’ corporate values. with the effective resolution of corporate identity and branding issues. etc. Therefore. This manual is a functional document meant for your use. as embodied in its name and in the lion.The Group is responsible for the review and approval of all visual applications of the brand. This manual should be used as the central reference by all persons responsible for any phase in the development. suppliers.The guidelines presented in this manual — including. Business units may only be exempt from portions of the system on a case-by-case basis with the written approval of the Director of Investor Communications. The Corporate Identity System is comprehensive and covers The Dreyfus Corporation and all of its affiliated entities. but not limited to. the Financial Centers and print collateral. It is imperative that you support this program and comply with the standards it sets forth. Subsequent sections illustrate the standards for correspondence. size. The Dreyfus Corporation makes a major investment in all forms of visual communication. production and implementation of any communications materials (including signage) that bear the Dreyfus brand signature or Dreyfus lions. color and placement — represent Dreyfus policy and must be respected. new or revised guidelines will be added to this manual from time to time. including the Dreyfus logo and the Dreyfus lions in photography and in other forms.

Contact the Group if you have questions regarding suppliers. all work performed by outside suppliers should be reviewed and approved by the Creative Services Group.The guidelines and standards of this manual apply to any entity preparing any print. electronic or mass media communication that references Dreyfus by name. Production will not produce anything that uses the Dreyfus logo until it has written approval of the Creative Services Group in the Product Marketing Department. the Product Marketing Department will forward it to Dreyfus’ Production Department. All print material must be handled by current Dreyfus-approved vendors with a formal purchase order containing all job specs. 2 Introduction . The person requiring graphic design materials or production contacts the Creative Services Group. All approved requests for printed material should be directed to the Dreyfus Production Department. Once the artwork is available. the Creative Services Group will either produce the materials needed or retain an outside supplier. • Making modifications. must be “licensed” by the Product Marketing Department to use the Dreyfus logo (as defined on p. • Contracting with outside graphic consultants and suppliers. exceptions or additions to the graphic standards as needed. proprietary names. 2. the supplier will receive a graphics standards manual. all suppliers. However.Lion Rules: The Dreyfus Corporate Identity System Policy The Dreyfus Corporate Identity System will be administered by the Creative Services Group under the supervision of the Director of Investor Communications/Brand Manager. After discussing the required work. as required by the company. and training them in the use of the graphic standards. 4. departmental/divisional logos and any other nomenclature related to corporate image. receive a manual before receiving instructions from a member of the Creative Services Group. 3) . Following this meeting. A supplier should never. service marks. the Creative Services Group is responsible for: • Developing and controlling the usage of trademarks. where all projects will be quoted and scheduled for completion after approval of the “client” business unit. To become “licensed. 3.When the material is approved by both the Group and the requester. they will consider a supplier who is recommended by the entity requesting the work. the Creative Services Group will examine it to make sure it conforms to the approved graphic standards. • Approving in writing all materials that use our logo. including costs and distribution data. • Seeing that the graphic requirements are met and maintaining quality control standards. Print material will be monitored and approved during the process by Dreyfus Production Management and the “client.” In order to control the quality and cost of production. including those who have worked with Dreyfus in the past.With regard to this program. 1.” the supplier must meet with a member of the Group and review the graphic standards. under any circumstances. Although it is preferred that all design work be produced within the Creative Services Group. Procedure The following sets forth procedures for producing graphic materials.

“You.When used according to the guidelines provided in this manual.Lion Rules: The Dreyfus Company Logo The Dreyfus Branding System The Dreyfus Branding System is a composite of basic text and graphic elements. is required on all printed materials. The Dreyfus Logo always must be surrounded by adequate clear space so that other elements will not compete with it and diminish its visual impact.” Mellon Financial Corporation Branding Guidelines Mellon’s “Corporate Graphic Identity Guidelines” (CPP-105-1) provide. Using it in a clear. This includes the typeface. Maintain clear space around the Dreyfus Logo half the height of the “D. The Dreyfus Corporation has made a considerable investment in creating and protecting the Dreyfus Logo and its component parts. 3 The Dreyfus Company Logo d . To obtain alternate electronic formats of the Dreyfus Logo. in a mailing address or is inappropriate to the collateral audience. more is acceptable. with graphic or pictorial images of the lions included when needed. use of the tag line “A Mellon Financial Company” satisfies the Mellon policy in this regard. Clear space around the Dreyfus Logo is equal to 1⁄2 the size of the “D. The Mellon guidelines provide alternate identifiers.” For Dreyfus. the Dreyfus Logo is a composite of basic textual elements.Your Advisor and Dreyfus” and “A Mellon Financial Company SM. is essential to the success of the system. link themselves to the Mellon “megabrand. The Dreyfus Logo must never be altered or redrawn and must include the federal trademark registration symbol “®” as shown. letter spacing and placement of other individual elements. in part. Consistent use of the Dreyfus Logo.” This is the minimum amount of space required. The minimum clear space. including Dreyfus. including the Dreyfus company name as well as the graphic image of the Dreyfus lion that has been in use in commerce since 1972. accurate and consistent manner is critical to our marketing strategy. Minimum width of the Dreyfus Logo is one inch. The primary component of the Dreyfus Logo is the Dreyfus name and graphic lion illustration within the “D. as shown. proportion. but to meet securities regulatory requirements Dreyfus has adopted this identifier.They are the most visible components of the Dreyfus Branding System. Tag lines The Dreyfus Company Logo The Dreyfus company logo (the “Dreyfus Logo”) consists of three elements. A clear space equal to approximately one half the height of the “D” should be maintained around the Dreyfus Logo. Generally.” The top tag line should be dropped only when the Dreyfus Logo appears as letterhead. The Dreyfus Logo utilizes a specially designed font. as illustrated throughout this manual.” There are two tag lines. these elements make a strong statement about the heritage and leadership that exists throughout the Dreyfus organization. that all business subsidiaries. contact the Creative Services Group or download from the Dreyfus Intranet site.

Dreyfus_YYA_black Due to the lion artwork in the Dreyfus “D. PMS 548 on white Dreyfus_MFC_black Dreyfus_YYA_gray Black on white or light color background Dreyfus_MFC_gray Dreyfus_YYA_blue 35% Black on 100% black or dark color background Dreyfus_MFC_blue 4 The Dreyfus Logo: Correct Usage . solid black and a tint of black. usually 35%.” the Dreyfus Logo must never appear in “reverse” or white on dark background. for instances where the Dreyfus Logo will appear on a dark color background. which is the company color.Lion Rules: The Dreyfus Logo: Correct Usage and Color Applications The Dreyfus Logo is to appear in one of three colors.They are PMS 548.

5 Incorrect Usage . Do not knock-out the logo to white. Do not print the logo in an unofficial color. YOU. Do not substitute other artwork or typefaces for the Dreyfus mark. Do not place the logo in an odd shape. Do not distort the logo.Lion Rules: Incorrect usage of the Dreyfus Logo SM Do not use poor reproductions of the logo. Do not place the logo on a textured or competing background. YOUR ADVISOR AND d SM A M E L L O N F I N A N C I A L C O M PA N Y dreyfus Do not produce the logo smaller than 9 points high. SM Do not print the logo with a drop shadow.

the recommended width of the Dreyfus Logo is 1 1 ⁄ 2 inches and should be in the lower right hand corner or upper left corner on covers and centered in the lower quadrant on the back cover.This is the smallest size the Dreyfus Logo should ever appear. Please address any questions or any exceptions to the Creative Services Group.A specific Dreyfus Logo font has been developed and can be installed on both the PC and Macintosh platforms and can be used just like any other font in your system. © Dreyfus Service Corporation. The samples at right illustrate the recommended placement of the Dreyfus Logo on various types of print collateral. the Dreyfus Logo can be provided in a variety of file formats for placement in both Macintosh and PC programs.Lion Rules: Brochures and Collateral Dreyfus Logo Placement for Brochures and Other Collateral The size and placement of the Dreyfus Logo is critical to the consistency and integrity of all collateral and reinforcement of the brand. the Dreyfus Logo should be 1 1 ⁄ 8 inches wide. Distributor Statement Insert Show Your Colors Invest in America d d Code Brochures 6 Brochures and Collateral . For statement inserts and smaller collateral. In addition. For 8 1 ⁄ 2 x 11 inch brochures and collateral.

For example. Inc.. Inc. or the fund’s name appears as a document heading (as on a fact sheet). Proper usage of corporate names is both a legal necessity and good business practice. Accordingly. However. These division names should be used in the following manner. if the fund is listed among all funds in the Dreyfus family of funds.g. coupled with a legend disclosure that the named entity is a Dreyfus Service Corporation division. These are “incorporated” entities with an independent legal existence. The Dreyfus Trust Company The following are “division” names of Dreyfus Service Corporation. Dreyfus Precious Metals.g. the corporate identifier is not required.” respectively. Registered Broker-Dealers Dreyfus Service Corporation Dreyfus Service Organization. Identifying Specific Dreyfus Mutual Funds Some Dreyfus funds are incorporated as Maryland corporations and use “Inc. without abbreviation or variation. Distributor.). Registered Investment Advisors The Dreyfus Corporation Dreyfus Management. The Dreyfus “fund family” in the aggregate should be referred to as “the Dreyfus family of funds. their names should be used in the following manner. but is not required in all circumstances. Inc. Others are organized as Massachusetts business trusts and do not have a corporate indicator (e.. a Division of Dreyfus Service Corporation. Inc. refer to then as “the Dreyfus no-load family of funds” and “the Dreyfus premier family of funds. the corporate indicator is required when formally referring to the fund’s name. Dreyfus Municipal Bond Fund. Inc.” as part of their name (e. as in a shareholder letter or manager commentary).” When referring to our no-load or load funds separately. without abbreviation or variation. Note: do not reference “Distributor” when this is in reference to separate accounts). Dreyfus Cash Management). 7 Dreyfus Corporate Entities and Business Units .g. Dreyfus Investments Dreyfus Institutional Services Division Dreyfus Separate Account Management Mellon Advisor Services (e.. For funds that are corporations.. in naming the fund as part of a textual discussion (e. Inc.Lion Rules: Dreyfus Corporate Entities and Business Units Use of Company Names Set forth below is a list of relevant company names. the corporate indicator should be used. Dreyfus Investments.g. Related Entities Dreyfus Transfer. Dreyfus Investment Advisors.

Patent and Trademark Office (PTO). Questions regarding trademark ownership. and distinguish its financial services has made the Dreyfus lion (along with the Dreyfus name) one of the company’s most valuable assets. The Legal Department maintains a catalogue of all Dreyfus trademarks and has provided a copy of it to the Creative Services Group. It also includes examples reflecting Dreyfus’s continuous use of lions in commerce since 1955. Dreyfus policy also requires that all persons subject to this manual will affix the appropriate trademark symbol (“®”.Lion Rules: Trademarks and Copyrights Trademarks Substantive Overview A “trademark” is any word. Generally. referred to as “trademarks” in this manual). and may indicate that they have adopted a mark as a trademark by affixing the symbol “SM” or “TM” to the mark. Trademark owners may seek federal registration of their marks used in commerce with the U. name. Any deviation from this practice must be approved by the Creative Services Group or by the Legal Department. Federal registration provides prima facie evidence of the exclusive right to use the mark in connection with the goods licenses. Since then. Common law rights place the burden of proof of ownership on the party alleging ownership.Trademark owners acquire common law rights to protect their trademarks when the mark is used in interstate commerce. even absent a likelihood of confusion. Dreyfus policy requires controlled use of the various Dreyfus trademarks and trade names. as applicable) to every Dreyfus trademark used in any print. define Dreyfus. A “service mark” generally has the same meaning with respect to services (collectively. Common law marks also are protected. and to indicate the source of those goods. and is a means for enforcing such rights against infringing uses by third parties. many of which include pictures of lions or the term “lion. symbol. and vigilant enforcement to protect them from the likelihood of confusion with third-party marks and from the dilution of their distinctive value. Using the Dreyfus Logo. usage. symbolize its corporate values. or mass media communication.“TM” or “SM”.The lion’s distinctive ability to 8 Trademarks and Copyrights . Dreyfus Trademarks: Past and Present Dreyfus owns numerous federally registered and common law trademarks. The symbol “®” is affixed to a federally registered trademark. Dreyfus Policy Dreyfus first used lions in commerce to identify its financial services in 1955.” Dreyfus first obtained federal registration of a lion trademark in 1961. federal trademark law protects trademarks from third-party uses of marks that are likely to cause confusion as to the source or origin of the products or services offered. representations of Dreyfus lions and related trademarks and trade names in an accurate and consistent manner is critical to protecting the value of these assets as well as to the overall effectiveness of the Dreyfus Branding System. registration. or name availability should be directed to the Legal Department. Federal registration confers special exclusive use rights to the trademark owner.S. Appendix A sets forth an overview of the history of the Dreyfus lion as a company trademark. The law also protects “famous” marks (which Dreyfus’ lion marks are) from third-party marks likely to dilute the distinctive value of the owner’s mark. or device or any combination thereof adopted and used by an entity to identify and distinguish its products from those of another entity. electronic. Dreyfus has invested substantial resources to associate lions with the Dreyfus name and its financial services. Accordingly.

Distributor 8 pt.Lion Rules: Trademarks and Copyrights Copyrights Copyright protection subsists in original works of authorship fixed in a tangible medium of expression. Under certain circumstances there can be “fair use” of copyrighted material. This means that copyright rights exist in original works once they are produced. designs and styles) should not be used without the prior permission of those organizations. Bembo Dreyfus policy also provides that the marks and names of other organizations (including distinctive logos. For example: © 2002 Dreyfus Service Corporation. . The Dreyfus Corporation runs considerable risk of litigation. you must obtain permission from the owner. Notice of copyright protection may appear on original works. 9 Trademarks and Copyrights Notice of copyright must appear in a manner and location as to give reasonable notice of the claim of copyright. which means not having to obtain the consent of the owner. using the “©” symbol. Federal registration is not required to use the “©” symbol. Consult with the Legal Department for information concerning copyrights and fair use. to be placed either at the bottom of the first or last page of a document or as part of the closing frame of a videotape or electronic application. If you want to “borrow” from a copyrighted work (for example. However. Notice given in a reasonably prominent manner protects parties seeking to enforce copyright rights from defense claims of innocent infringement. Dreyfus policy calls for this notice to be given on all original works. Accordingly. Otherwise. followed by the year of first publication of the work and the name of the copyright owner. reprinting an article that is complimentary to Dreyfus or using a certain music score in your video). copies of original works may be filed with the Copyright Office. federal copyright registration is required with the Register of Copyrights to enforce copyright infringement claims under federal law.

letterhead and advertising/marketing materials. and no larger than 12 pt. the use of alternate typefaces has been authorized to accommodate these circumstances. Body copy should be set no smaller than 8 pt. These typefaces have been chosen for their variety of weights and allow for an optimal visual hierarchy for use in forms. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Garamond Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Arial 10 Typography . of leading. Bembo Regular should be set on 10 pts. 8 pt.Therefore. For example. indicated as Bembo 8/10. with line spacing at 120% of the type size for optimum legibility. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Interstate Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Interstate Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Interstate Regular Condensed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Interstate Bold Condensed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Bembo Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Bembo Bold Alternate Typefaces Some of these preferred typefaces and weights may not be available on Dreyfus’ in-house computer systems.Lion Rules: The Dreyfus Fonts Corporate Typefaces Shown at the right are the typefaces approved for use on Dreyfus collateral and marketing materials.

The use of any color not specified here must be approved by the Creative Director or a member of the Creative Services Group in the Product Marketing Department. .PANTONE® 288* Muni .Lion Rules: Dreyfus Color Palette The Dreyfus Color Palette This page represents the PMS colors selected for use in print collateral.PANTONE® 167* Equity .PANTONE® 166* Bond .PANTONE® 646 Lighthouse .PANTONE® 654 Note: Separate account colors often print in combination with PANTONE 8401 (metallic) due to the inclusion of the Dreyfus Managed Assets logo.PANTONE® 202* Int’l .PANTONE® 5473 Franklin . PMS 8383 Metallic PMS 8402 Metallic PMS 7493 PMS 452 Accent Colors PMS 132 Toyo Colors PMS 129 CF0805 CF0402 CF0899 CF1050 CF1043 * Asset class color 11 Color Morningstar Accent Color . PMS 5473 PMS 548 PMS 560 PMS 646 PMS 654 PMS 166 PMS 167 PMS 202 PMS 288 PMS 357 PMS Color Specs Product Brochures Tech . Always reproduce these using Pantone™ or Toyo™ colors or their four-color process equivalents.PANTONE® 357 Boston Co.PANTONE® 560* Separate Accounts Fayez .

456. NY 10166 TEL: 212. Note that the top tag line of the Dreyfus Logo: “You.The Dreyfus Logo should always appear as shown above when it is followed by a return address or appears on a form.Your Advisor and Dreyfus” does not appear on these items.This is one of the few instances where this tag line is not used. ST Z IP TE L : 1 2 3 .6000 Î MEMBER NASD & SIPC D REYFUS S ERVICE C ORPORATION B RANCH A DDRESS C ITY . This will ensure the proper use of the Dreyfus Logo in terms of size and position and also consistency of paper stock and printing specifications. NY 10166 D REYFUS S ERVICE C ORPORATION Jane Q.COM Stationery System Generic 12 Stationery All stationery items should be ordered online through the stationery store in the Mellon Mall. Sample Title 200 PARK AVENUE NEW YORK. 4 5 6 .7890 E-MAIL: SAMPLE. 7 8 9 0 TOLL-FREE: 123.JQ@DREYFUS.Lion Rules: Stationery Î THE DREYFUS SERVICE CORPORATION Î 200 P ARK A VENUE N EW Y ORK .922. .

In addition the following guidelines should be followed when using the templates:The font used throughout is Arial in various weights. separate accounts template. All subsequent text is usually white with the first level text in 28 pt. Custom templates can also be designed for specific needs and unique events. Please contact the Creative Services Group in the Product Marketing Department for assistance.ppt Generic2. Arial Regular (white) Product1. Arial Bold (white) 2nd level: 26 pt. Footnotes should not fall below the Dreyfus Logo and appear in white. Tables and charts should have a light background and dark text.Titles and subtitles should have a slight shadow. The Creative Services Group can provide you with the templates you require. Arial Black and in yellow.Third level text is preceded by a light blue dash and is 24 pt.ppt 13 Presentations . Second level is in 26 pt. and the FusionTM template.They consist of the following: product presentation template. Lion Library/partnership template. Arial Narrow. Arial Regular. Arial Regular with a yellow dash preceding the text.ppt Product2. Templates Generic1.ppt Fusion Template Title: 36 pt. Arial Black (yellow) 1st level: 28 pt. Arial Bold preceded by a light blue bullet.Lion Rules: Presentations The Creative Services Group has developed several templates for use in PowerPoint-generated presentations. Arial Bold Italic. Subtitles are light blue and 28 pt.The title should be 36 pt. All text should align left. 10 pt.

Photos shown of the dominant male. showing a portion of the lion or a specific lion body part such as the mouth. the Dreyfus Logo must appear on the same page. alpha lion are recommended. 004 005 003 007 Any exceptions to these standards must be approved by the Creative Services Group in the Product Marketing Department.). Photographs should not be cropped where the result creates a different image (i. Although a background may be cropped away.The lion in its natural habitat is of particular significance as a symbol of Dreyfus’ corporate values along with the nature and quality of Dreyfus’ corporate values and financial services. In order to preserve the integrity of the lion image. eye. etc. mane. Applications and Guidelines The use of photography in printed materials from the Dreyfus lion collection is encouraged.e. 016 015 14 Lion Photography . there are rules on where and how the artwork is used. If a cover or a stand-alone piece contains a lion image. the lion itself MUST remain intact and shown as it appears in the selected photograph.Lion Rules: Lion Photography Images of the live lions trademarks contribute to Dreyfus’ visual identity by providing a strong symbol that creates a stronger emotional impact than the Dreyfus Logo alone.

Juxtapositions of the lion with any other images also need prior approval. as does the use of stock photography in place of the Dreyfus lion collection.Lion Rules: Lion Photography 009 001 Note The Creative Services Group first must approve any manipulation or background changes.S. PTO. 008 006 017 012 15 Lion Photography .This is of particular importance as several of these images are the subject of trademark applications recently filed with the U.

integrity. and this value must be vigilantly guarded. It remains one of the most recognizable corporate trademarks in the United States. It is visible and proclaiming. it is one of Dreyfus’ most valuable assets. not passive or dormant. feel and message so that every contact Dreyfus has with a customer or potential customer that involves a lion image confirms these corporate values. teamwork and leadership. 16 Appendix A . The Lions continue to appear in Dreyfus’ advertising today.The lion seeks power. highlights Dreyfus’ “Lion Rules” for investors and features the lion in its natural habitat in Africa. It hunts cooperatively. Breaking from traditional mutual fund advertising. intelligence. and according to studies is the most recognizable trademark in the mutual fund industry. founder and then Chairman of Dreyfus.Lion Rules: The Lion: The Corporate Icon of Dreyfus In the 1950s. The current television ad campaign. which began in 1999. emerging from a subway station and striding down Wall Street. This includes maintaining and enforcing a consistent look.The lion is competitive. As a trademark. as it combines with the force of its pride to provide the best chance to defeat its competition.The lion idea was created by Jack Dreyfus. the first Dreyfus lion made his debut on television in the 1960s. These attributes make the lion the archetype of Dreyfus’ core values of strength. the lion became the symbol of The Dreyfus Corporation. The lion is Dreyfus’ icon. The lion has created an immeasurable amount of trust and goodwill for Dreyfus as a provider of financial services.