Corporate Brand Guide by Federal 1962

Corporate Brand Guide.

Logo

Color

Typography

Elements

Application

Resources

Corporate Brand Guide |

Overview

CONTENTS

Contents

Overview.

About Federal Federal Realty Investment Trust is a fully integrated real estate company that specializes in the ownership, development and operation of premier retail destinations and award-winning mixed-use neighborhoods located in the nation’s top markets including Washington, DC, Boston, New York, Miami, San Francisco and Los Angeles. Founded in 1962, our portfolio of 101 high-quality assets is home to approximately 2,800 commercial tenants in 23 million square feet, and 2,900 residential units. Federal Realty prides itself in owning the best locations within the markets where it operates with a collection of assets characterized by their outstanding demographics, dense populations and high barriers to entry. At Federal, we strive to create identifiable, amenity-rich environments and places that create connections between residents and retailers, and that serve as destinations of choice for their surrounding neighborhoods. While each of our communities has its own distinct personality and DNA, they all share several attributes—including walkable, enduring design organized around an energetic and

Overview |

ABOUT FEDERAL

inviting public space. To learn more about our best-in-class destinations, visit us at www.federalrealty.com.

The Federal Principles

Make us proud

We strive to be best-in-class in what we do and how we do it. We embrace change quickly and decisively, and approach every challenge with a determination to succeed. We set the bar high.

We’re committed to always doing the right thing, even when no one is looking. Trustworthiness, fairness and respect lead to work we can be proud of. We value diversity and embrace what makes us each unique.

Own it We do what we say we’re going to do. We take ownership for the quality of our individual work but also take pride in what we deliver as a team. We are accountable to our partners and expect the same in return.

Be progressive Innovation is at the heart of our business. We’re constantly challenging the norm and know that if we are not changing, evolving and improving—we’re falling behind. We encourage creativity, taking smart risks, and learning from setbacks.

Overview |

Be outstanding

THE FEDERAL PRINCIPLES

Who we are, what we stand for, and how we act.

Name Use Over the years, most of our stakeholders have come to know and refer to our company simply as Federal. Our new logo and brand voice capitalize on that recognition. “Federal Realty Investment Trust” refers to our full legal name – that is not changing. When writing about Federal in formal communications, such as official letters or national press releases*, use our full legal name in the first paragraph. In subsequent mentions, you can refer to the company as “Federal Realty,” “the company,” or “the organization.” Do not use “the Trust.” In all other communications, “Federal” is the preferred name. Avoid using “Federal Realty” or “FRIT,” or “FRT” when not specifically addressing our stock

* e use of “Federal” is acceptable when someone is quoted.

Overview |

In time we’ll all get comfortable with how and where Federal is used. If you have questions about name use please contact Brenda Pomar.

NAME USE

ticker symbol.

Logo.

Composition

Incorporates elements from our existing logo ‘FOUNDATIONS OF OPPORTUNITY.’

Brings FEDERAL to the forefront—a name our stakeholders have come to recognize.

Pays homage to our LONGEVITY.

Federal BRAND GUIDELINES | COMPOSITION Logo

Uses red—because we are BOLD, CONFIDENT and DIFFERENT.

8 1

Logo Use e logo will mostly be used in Federal Black or pure white with a pop of Federal Red against neutral back grounds but can also be used as a solid black or white when cost is a consideration or when inks are limited.

Logo |

ONE-COLOR OPTIONS

LOGO USE

FULL-COLOR OPTIONS

Clear Space & Minimum Size When using the logo with other graphic elements, make sure you give it some room to breathe. e minimum clear space is defined as the height of the F. is minimum space should be maintained as the logo is proportionately resized.

WEB USE MINIMUM SIZE 150 PX WIDE

PRINT USE MINIMUM SIZE 2’S WIDE

CLEAR SPACE & MINIMUM SIZE

MINIMUM SIZE

Logo |

CLEAR SPACE

Improper Use A few rules are necessary for maintaining the integrity of our brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way – that includes adding unnecessary text decorations like drop shadows and

Logo |

IMPROPER USE

outlines. Here are a few examples of some ways you should never consider using the logo.

Color.

Color Palette Color is an integral part of our brand identity. Consistent use of our color palette will not only reinforce the cohesiveness of our brand, but also serve as a way to convey the bold and confident nature of our company. Please maintain the

FEDERAL BLACK

FEDERAL RED

FEDERAL GRAY

WHITE

RGB 38 38 38

RGB 247 58 37

RGB 242 241 241

RGB 255 255 255

CMYK 71 65 63 69

CMYK 0 91 94 0

CMYK 0 0 0 5

CMYK 0 0 0 0

PMS NEUTRAL BLACK C

PMS 2347C

PMS COOL GRAY 1C

PMS N/A

HEX #F73A25

HEX #F1F1F1

HEX #FFFFFF

Color |

HEX #262626

COLOR PALETTE

appropriate color mixes across all appropriate mediums.

66%

33%

66%

33%

66%

Use Ratios When applying our colors to layout and design, our color palette should make up the dominant use of color space. Please maintain the appropriate approximate use ratios. Supporting colors should be used sparingly and minimally. Examples include tables and graphs.

15%

10%

USE RATIOS

40%

Color |

40%

PRIMARY COLORS

SUPPORTING COLORS

Typography.

Typeface Typography is a powerful brand tool when used consistently. e bold stylized look of the heading font paired with the modern simplistic feel of the primary font best represents our brand. Web replacements are to be used only when brand

Fieldwork Geo Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Blacker Display Bold

Fieldwork Geo Demibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

WEB REPLACEMENT:

GEORGIA

ROBOTO

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography |

Blacker Display Medium

TYPEFACE

fonts are not available.

Typeface Treatments

HEADING Blacker Display Bold

Heading Brand Font

BODY COPY Fieldwork Geo Light

EYE BROW Fieldwork Geo DemiBold HEADING Blacker Display Bold BODY COPY Fieldwork Geo Light

HEADING Blacker Display Bold SUB-HEADING Fieldwork Geo DemiBold

The title.

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THIS FONT ALL CAPS

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Heading Brand Font THIS FONT ALL CAPS

TYPEFACE TREATMENTS

The title.

Typography |

STAND ALONE TITLE Blacker Display Bold

Elements.

Dividends chart

Asian and Russian financial crisis

$4.24*

2009

2004

1998

OPEC imposes oil embargo on the US

Inflation in the U.S. hits 14.8%

1980

1973

$0.12*

1967 *Annualized dividends per share

2020

MAP & DIVIDENDS CHART

Inflation hits 40-year low of 1.1%

Financial crisis

Elements |

Map

Stats

160,000

$160,000

45%

Average Poplulation

Daytime Poplulation

One of the oldest REITs

24M SQF.

RATED*

A-

S&P

104 properties ~3,000 tenants 2,700+ residential units

S&P AMoody’s A3

Since 2016

500

Households

*Complete ratings reports can be accessed at federalrealty.com.

Median HHI

THE LONGEST RECORD IN THE REIT INDUSTRY

53 consecutive years of increased annual dividends.

$4.24*

Average HHI

Median Age

Households

Median HHI

Average HHI

Median Age

$0.12* 1967

53 YEAR CAGR 7%

2020

College Educated

STATS

1962

Daytime Poplulation

Elements |

EST.

Average Poplulation

Application.

Stationery Employee Name

! !

SENIOR VICE PRESIDENT

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! federalrealty.com

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Federal Realty Investment Trust | 301.998.8100 | 1626 East Jefferson Street, Rockville, MD 20852 | federalrealty.com

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STATIONERY

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Application |

1626 E Jefferson Street Rockville, MD 20852

Powerpoint Template This is Two Content - Simple THIS IS TWO CONTENT - SIMPLE

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Chart Title

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Federal ThisBrand isWay. Two Content Heading Font

2 1

“Great real estate and a vision for the future.” Category 1

Category 2

Category 3

Axis Title

DON WOOD, CEO & PRESIDENT

Category 4

Sales

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Contact. EMPLOYEE NAME Vice President, Development ename@federalrealty.com 301.998.8107 1626 E Jefferson Street Rockville, MD 20850

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2nd Qtr

3rd Qtr

4th Qtr / 9

Application |

Axis Title

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Application |

E-BLAST

E-blast

Signage

Retail Space Available. JOE BYRNES

JByrnes@federalrealty.com

Retail Space Available.

Coming Soon.

EMILY GAGLIARDI

301.998.8154 egagliardi@federalrealty.com

EMILY GAGLIARDI

301.998.8154

JOE BYRNES

301.998.8226

egagliardi@federalrealty.com

jbyrnes@federalrealty.com

TEMPORARY LEASING Mike Kelleher | 617.733.3679

For our full signage guide CLICK FOR BRAND HUB

Retail Space Available.

EMILY GAGLIARDI

301.998.8154 egagliardi@federalrealty.com

Retail Space Available. EMILY GAGLIARDI

301.998.8154 egagliardi@federalrealty.com

Application |

Retail Space Available.

SIGNAGE

301.998.8226

Patterns

B D I

E J

F K

PATTERNS

Application |

Resources.

Support.

Brand Hub.

Questions? For brand support contact:

For templates, our leasing signage guide, and other brand assets:

BRENDA POMAR Corporate Communications Manager bpomar@federalrealty.com 301.998.8316

CLICK FOR BRAND HUB

federalrealty.com

Corporate Brand Guide

Articles inside

Color