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HSBC Brand–Basic Elements Incorrect Usage

DO NOT!

The effectiveness of the HSBC brand program is based on accurate, consistent application of the brand basic elements.

Unacceptable applications

This and the next three pages show some exam- ples of improper brand usage. Our success in promoting the brand is dependent on consistent applications and their cumulative positive effect on our audiences.

When the corporate signature is reproduced in color, the triangles inside the hexagon must be white

The corporate signature may not appear all in red

The corporate signature may not appear in white out of a red background

The corporate signature may not appear in white out of a blue or any other colored background

HSBC Brand–Basic Elements North America, April 27, 2005

Do not reverse or overprint the logo on photographic backgrounds

Do not contain the corporate signature in a shape

Do not place the corporate signature on a distracting background

The corporate signature may not appear in white out of a green or any other colored background

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