Suncor Brand and visual identity guidelines. April 2017

Transcription

1 Suncor Brand and visual identity guidelines April 2017

2 Suncor 2 Contents The Suncor brand 1.1 How to use these guidelines Creating value Brand assets Our mission Our vision Our values Our brand personality Our brand proposition Our brand strategy Our brand architecture Expressing our brand Our brand story Our visual approach Our tone of voice Our written style Our photographic style 19 The Suncor visual identity 2.1 Bringing our brand to life Representing our brand Suncor endorsement guidelines Our logo Our logo clear space Our logo colour usage Our logo sizing Our logo misuse Our logo using the trademark symbol Using our logo with other logos and titles Suncor Energy Foundation Logo clear space, colour usage and sizing Olympic and Paralympic sponsorship Suncor sponsorship Internal project titling Our visual identity elements Our typefaces and how we use them Our primary and secondary typefaces Digital typefaces Using capitalization, sentence case 40 and colour Our primary colour palette Our secondary colour palette Our tertiary colour palette Achieving the right colour balance Our energy gradient Our energy assets the energy line 46 and frame Our energy assets the energy panel 47 Branded materials specifications and guidelines 3.1 Branded merchandise Our clothing Our gift items Our logo use on merchandise Our logo colours on merchandise 52 Brand support 53

3 Suncor How to use these guidelines These guidelines contain everything you need for the clear and consistent implementation of our brand and visual identity. Inspiration This document will help you understand our brand and inspire you to explore its potential. Information It contains all of the information you need to create and maintain a strong brand identity. Instruction Every brand and visual identity has rules, and this guideline contains detailed instructions on how to implement our identity effectively. Our brand guidelines are presented in sections that provide details on application and use. This first section and section 2 provide a good overview of the brand and its identity elements. Examples and templates Throughout these guidelines, examples of communication materials are used to illustrate the application of the identity. In addition, design templates have been created for items such as stationery and PowerPoint.

4 Suncor Creating value A strong brand is important to our business. It creates value, enhances understanding and helps build a positive reputation. Recognition Consistency in presentation and communication will help people to recognize Suncor and what we stand for. Motivation and direction Our brand is based on a clear and motivating purpose. This directs our decisions and helps us to achieve our strategic goals. Consistent experience A strong brand will help ensure that every time someone comes in contact with our company, either literally or virtually, they have the same positive experience. Differentiation Standing out from the crowd is important. We are proud of our brand and how it is different. Connection A successful brand connects with people on an emotional level, which helps them to understand, support and believe in our company. Everyone in our company is an ambassador of the brand. These guidelines will help you to understand our brand promise and how to express it.

5 Suncor Brand assets If you are not a brand, you are a commodity. Philip Kotler MISSION We have a clearly defined mission, a vision for our future and a set of values that define our behaviour. These are the foundation of our brand. VISION VALUES

6 Suncor Our mission We create energy for a better world Our mission defines the core purpose and focus of our business. When we talk about energy, we mean the valuable resource that the world needs. As an integrated energy company, we explore, develop, refine and deliver. We also create human energy, in our company and through our influence, to change our world for the better. This is our mission and our promise. It is distinctive, emotive and unique to us.

7 Suncor Our vision To be trusted stewards of valuable natural resources. Guided by our values, we will lead the way to deliver economic prosperity, improved social well-being and a healthy environment for today and tomorrow. Our vision defines where the company sees itself in the future and its place in the world. It is expressed as a set of aspirations. It speaks of being trusted stewards because we recognize our responsibilities to the environment and to the communities in which we operate. We are proud of how we manage our business and the contribution we make today and for tomorrow. We will express this view of the future through our written messages and visual imagery.

8 1.2.3 Our values Suncor 8 Our values are based on a constant set of beliefs, and describe the way we do things around here. We expect every Suncor employee to live by these values every day and we look to express them in our communications. Safety above all else Do it safely or don t do it. Respect Being our best. Giving our best. Showing we care. Raise the bar Pursue with passion. Always add value. Do the right thing The right way, with integrity. Commitments matter We are all connected and part of something bigger.

9 Suncor Our brand personality Our brand has a distinctive personality which when expressed, brings the business to life. Our personality traits are: genuine committed collaborative progressive human

10 Suncor Our brand proposition Suncor provides the energy we need to create a better world. As a leader, we raise the bar by looking at the whole picture, building bridges and finding solutions to complex problems. We value people and stand by our commitments. We are trusted to deliver economic prosperity, social well-being and a healthy environment for today and tomorrow. The brand proposition should guide content, which should express the following ideas: our mission leader improvement and innovation collaboration commitment triple bottom line

11 Suncor Our brand strategy Our brand is one of our most valuable assets. It reflects our business strategy, and helps to guide policies, culture and behavior. The aim of the brand strategy is to set direction and deliver real value to the company, both in terms of financial worth and positive reputation. It does this by helping to deliver our business goals; acts as a compass that aligns the organization in everything we do and say; and creates understanding and confidence amongst all stakeholders. And these are the measures against which we evaluate the success of our strategy. Specifically, the brand strategy is focused on: Understanding and living our mission, vision and values in everything we do Business strategy Downstream Brand Upstream Business Services Finance Human Resources Where does the brand sit in an organization? Strong brands articulate brand strategy in a clear and compelling manner and are an extension of the business strategy. Moving from saying what your brand represents to saying and doing requires effort, but it s what builds a strong brand and business. Companies that can operate in the say and do space are strong brands. Aligning all of our communications efforts to achieve coordinated goals Legal Measuring the impact of our activity against our specific objectives Major Projects Supply Chain & Field Logistics

12 Suncor Our brand architecture Suncor is our corporate brand. Within that brand, we have a number of business initiatives and campaigns and, although some of these may have their own names, they must follow the Suncor brand and visual identity guidelines. There are two sub-brands, Petro-Canada and the Suncor Energy Foundation. These brands have their own names and visual identities, but they are aligned to the Suncor brand as they share our mission, vision and values. Petro-Canada is our consumer-facing brand. It has its own brand promise and proposition and a number of product brands. The relationship between the brands is one of corporate endorsement, called an endorsement brand model. The Suncor Energy Foundation brand shares a number of the visual attributes of the Suncor brand, but it is independent of the commercial activities of our business.

13 Suncor Expressing our brand Be yourself. Everyone else is taken. Oscar Wilde Having defined the brand, we now need to bring it to life.

14 Suncor Our brand story Energy is at the core of our brand story. It is the reason we exist and it permeates everything we do. It is a physical fuel for the world and, in the abstract it powers our ideas, ambitions and actions. In practice, we should express energy in all of our communication. Images should have an energy of their own, using light and a sense of movement. Our language should have impact, and be active and expressive. Principle 1 Illumination and ideas We have energy to inspire, to see new ideas and find solutions. We tell our story through a set of communication principles. Principle 2 Vision and development We look beyond today, seeing the big picture, working responsibly, to achieve what is needed tomorrow. Integrated energy Principle 3 Realization and delivery We use our energy to help improve the world around us.

15 Tools to navigate That s why we invest in change and social progress. The Suncor Energy Foundation is a private, It s for the benefit of our organization, our people and non-profit, charitable foundation established by Suncor the communities in which we operate. When we work in 1998 to support registered Canadian charitable with people our communities, Aboriginal groups or organizations. Fully funded by Suncor, the foundation others we keep social needs at the forefront. We have complements our other community investment activities. policies to guide our way. The SunCares Employee Program supports our Recently, we began implementing a bold new approach employees passion for giving back to the communities to community investment that defines how we work where they live and work, and their desire to help with others. Its aim is to support the resilience and build sustainable communities. Our Grants Program sustainability of communities near our operations. We connects our employees and retirees to a number of see ourselves as a catalyst, connecting and supporting different grants available for them to direct to the causes our communities and partners to collaboratively they care about, and our Volunteer Program offers a address complex social challenges and build sustainable variety of tools and resources to support their volunteer communities healthy, vibrant and thriving places activities as individuals, as part of a team or through people want to visit, live in and be a part of. Suncor-sponsored events. OUR VALUES IN ACTION All across Suncor, our people know they are part of something bigger Our commitments build trust and credibility. They also enhance integrity, reliability and communication. It s very important for us all to feel connected and part of something bigger at Suncor. Jadranka Fares, Exploration & Production, Libya 46 The Suncor Way Navigating our journey 47 How we conduct ourselves day-to-day to achieve our business results is as important as the results themselves. I encourage you to be honest and ethical in every business situation, thinking about what is right and acting in a way that reflects Suncor s values. Steve Williams, Suncor President and CEO. Q: Could even a low dollar value gift be viewed as a bribe? A: Yes. There is no monetary threshold on what may be a bribe. To be clear, any Q: If bribery is commonplace gift, entertainment or other benefit in a jurisdiction and everyone that could influence a business else is paying bribes, does that decision or create even a perception mean paying a bribe is okay? of influence must never be offered or accepted, regardless of value. A: No. At Suncor, we never pay bribes. Q: If I can keep a project on schedule and save Suncor thousands of dollars by paying a nominal bribe, shouldn t A: No. Paying a I do that? bribe never saves money. Doing it even once tells the corrupt third party that Q: What do I do if you re willing to participate in illegal I receive a demand activity, which can lead to escalating for a bribe? A: You should demands. Apart from the fact that it s refuse and explain not the right thing to do, by the time it is against investigation, legal and other costs applicable anti-corruption laws associated with corruption charges are and the terms and conditions factored in, paying a bribe is always of your contract with Suncor. a losing business proposition. Afterwards, report the incident to your Suncor representative. Anti-corruption information guide Understanding Suncor s expectations If you are unsure about a situation, always ask. You may be periodically audited or asked to confirm your compliance with anti-corruption laws, Suncor s PPIP and the terms and conditions of your contract with Suncor. This dialogue will help protect everyone involved from the potential consequences of corruption and unethical business practices. If at any time you require further information or clarification, please contact your Suncor representative. Suncor Our visual approach We seek to inspire, inform or instruct in our communication. It is important to identify our primary goal to ensure we achieve the desired level of understanding or action. Inspire We need to build an emotional connection with our audience if we wish to inspire. This calls for a creative approach, where thought-provoking ideas are communicated with imaginative imagery, intelligent copy and an interesting visual layout. Inform A structured approach is necessary when our aim is to inform. Layout and design should be inviting and engaging. Clarity and accessibility are of equal importance. Instruct Documentation that aims to instruct needs to have clarity of purpose and content. It will feel more controlled than when inspiring or informing, and is likely to be more concise. Layout and design are formal, but still need to be interesting to read and inviting. Anti-corruption information guide Understanding Suncor s expectations This is our bottom line We strive to develop resources in ways that deliver economic prosperity, social wellbeing and a healthy environment. It s a continuous journey of learning, engaging, improving. And a journey we re proud to be making. Discover more in the 2013 Report on Sustainability at Suncor.com/sustainability 3Financial strength Suncor s ability to generate significant free cash flow has contributed to a very strong balance sheet, effectively positioning the company to take advantage of growth opportunities and maximize shareholder value. Our focus on capital discipline has resulted in capital expenditures that are well below our cash flow from operations for the past four years. We increased our dividend to shareholders twice in the past year, first in May 2013 by 54% and again in February 2014 by 15%. Our community involvement Suncor has a lot of eyes on our actions and performance. We know that meeting our stakeholders expectations is how we earn and retain our social licence to operate and grow. And as stewards of valuable natural resources, we have an opportunity and a duty to help build a better future. See for more about Community Investment and Aboriginal & Stakeholder Relations Commitments matter 4Sustainable development 5Industry expertise We have repurchased over 7% of Suncor s outstanding shares since Suncor has been an industry leader in sustainable development, with a focus on delivering triple bottom line results in environmental, social and economic performance. We have four public beyond compliance environmental goals, focused on land reclamation, air emissions, freshwater use and energy efficiency, and we are currently developing new long-term environmental and social goals. We are a founding member and proud leader of COSIA, which is driving environmental performance improvements across the industry. Suncor supports the development of strong, sustainable communities and contributed over $130 million in For more information on our sustainable development refer to Suncor s 2013 Report on Sustainability. Suncor pioneered commercial oil sands development and continues to advance technology through innovation to improve efficiencies, lower costs and through industry collaboration by enhancing environmental performance. We continue to make significant investments in research and development to progress our portfolio of promising technologies. Our Refining and Marketing operations have consistently led our North American peers on a net earnings per barrel of crude capacity basis. 10 Some common questions Understanding Suncor s expectations 11? Don t be afraid to ask questions

16 Suncor Our tone of voice Our tone of voice is the language we use or the way we deliver it, whether it s spoken or written, when we are representing Suncor. How we communicate verbally is as important as how we communicate visually. Our communication should engage with readers and listeners in an energetic and enthusiastic style that has a human feel to it. It reflects an honest, confident personality. The tone of our communication should never be pretentious or false; it is natural, unaffected and intelligent. We maintain a conversational manner, using simple explanations rather than jargon, and wherever possible avoid technical terms unless we define them. When writing, think of it as real people talking to real people, face-to-face, and often one-on-one. It is about real stories and shared experiences told in a meaningful, honest and engaging way. Economy has value; using long words in complicated sentences will make it harder to get the meaning across. Above all, we avoid corporate-speak and using too many internal terms, phrases and acronyms that can feel excluding to others.

17 Suncor Our written style Corporate-speak with its selfimportant feel and tired, dull phrases is the opposite of real and readable. Engaging language has an attractive simplicity and an authentic manner that respects the way people speak. Infuse energy into your sentences by choosing verbs rather than nouns. Do write like this Suncor is creating and sustaining But not like this Suncor is committed to the establishment and sustainment of Do write like this Suncor invests heavily in environmental protection. But not like this Significant funds are being invested in the protection of the environment. Be conversational. Use contractions. Ask questions. Its OK to begin the odd sentence with And Do write like this Let s talk about how this helps Suncor. It isn t simple, but we ll try to make simple sense of it But not like this The positive impacts on Suncor s business are potentially significant. [Insert complex and highly technical explanation here]. Don t use a lot of cumbersome words that are technical when a few simple straightforward ones will do. Do write like this We use new technologies to cut costs... But not like this Suncor utilizes innovative technological developments to minimize expenditures Use the opportunity to inject copy with life, transforming lazy sentences into active calls to action. Do write like this Write like a leader, not a follower. Craft each sentence with purpose and energy. Do write like this Forging strong and lasting relationships that s how we do it. But not like this Suncor is committed to developing and maintaining positive, meaningful relationships with stakeholders in all of its operating areas. Get involved! Send us your story today. But not like this You can participate by submitting a story you would like to share.

18 Suncor Our written style We have specific guidelines about our writing style, allowing all of us to communicate in a way that reflects our culture and our personality in our writing. Be bold. Take risks. Innovate rather than imitate. And seek to inspire. Do write like this In the words of Steve Williams, Innovation and human ingenuity are part of our DNA. As writers (and speakers), we share that DNA...and must let the creative genes express themselves. Choose personally empowering statements over platitudes that speak to the masses. Do write like this You have the power to make our workplace safer. But not like this Each and every one of you can contribute to the enhancement of safety in the workplace. Don t assume people have the same knowledge to decipher industry jargon as you do. Do write like this Upgrading flexibility allows Suncor to tailor blends to our customers needs and get higher prices for our products. Don t use words and clichés instead write clear and energetic copy that will engage the reader. Do write like this In our quest to create energy for a better world, Suncor never loses sight of the people and communities our business touches. Isn t that what sustainability is all about? But not like this Suncor is a unique and sustainable energy company dedicated to meeting or exceeding the changing expectations of our current and future stakeholders. Respect the fact that time is precious, so don t waste yours or your readers. Get to the point. And quickly! Do write like this This element defines the requirements for a risk management system. But not like this The intent of this element is to establish clear requirements for the implementation of a systematic approach to identify and manage risk. But not like this Suncor s flexible upgrading configuration helps to optimize realizations by allowing the company to blend synthetic crude oil to specifications desired by its refining customers Reinforce your reader s personal connection to Suncor s goals and values by addressing the individual. Do write like this You are crucial to Suncor s success. But not like this Every employee plays an important role in the attainment of Suncor s corporate goals. It is important to ensure that you are writing to our style a consistent written style will help us deliver the best brand experience. For more information about our written copy style contact brandmgmt@suncor.com.

19 Suncor Our photographic style Photography is a key tool in conveying the world of our brand and our business. Photos help present our stories, promote ideas and show our activities. They should be expressive, feeling both natural and approachable. Our photography is about capturing and reflecting the energy we bring to creating a better world. It is presented visually through the use of light and in the spirit of the people and subject matter. We use a journalistic style that captures the important moments, the movement, and the light. Images should convey ideas, support our vision and present reality in an open and honest way. We do not always reflect this in a single image sometimes we use a collection of images, each of which presents a different moment or aspect of our story. Whether it is presenting an aspect of our operations, a business support function or our view of the world, there are three key themes from our brand story that guide our imagery: illumination and ideas vision and development realization and delivery

20 Suncor Bringing our brand to life The first section of these guidelines focused on the thinking behind our brand and how it acts as a set of guiding principles for the company. In this section, we demonstrate how the brand is expressed and the rules that guide its usage. We create energy for a better world. suncor.com

21 Suncor Representing our brand Our brand is Suncor. This is the name and logo that we use in all communications about our activities and operations. When using the logo, it must appear as seen here. 1 Suncor logo is the simple form. It s how we talk about our company and how others refer to us. It represents the essence of our company. It does not require translation. For internal use, refer to Suncor on first reference, unless the full name is required for legal reasons. For external use, the first reference to the company name in an external document should always be the full name of the company (Suncor Energy). The company can then be referenced as Suncor. Exception. In cases where an external sponsorship or event is branded Suncor the Energy is not required in the first instance. ie. Suncor is a proud supporter of the 2015 Western Canada Summer Games. The simple form is used with the trademark symbol (TM, MC, TM/MC). Suncor logos, word marks and design marks are registered trademarks owned by Suncor Energy Inc. There is an English, French and bilingual version of the logo with the trademark symbol. The bilingual version is provided for third party use. 2 Suncor Energy logo is the complete form. The complete form of the logo is used on financial and corporate documents, stationery, and building signage enterprise-wide. This version of the logo does require translation. It is the logo that is used with subsidiaries (e.g. Suncor Energy Services Inc.). Suncor Energy Inc. is the legal entity used for our stock exchange listing and on legal documents. 3 Suncor has a number of sub-brands. The Suncor Energy Foundation sub-brand is a private, non-profit, charitable foundation. Petro-Canada is a sub-brand that is used in our retail, wholesale and lubricants business. Suncor and Petro-Canada logos are rarely used together. Instead, a subtle, three-level endorsement system identifies Petro-Canada as a Suncor business: 1. A Suncor business 2. Petro-Canada is a Suncor business 3. Suncor is the proud owner of Petro-Canada The endorsements communicate ownership and transfer strengths from one brand to another. Suncor 1 Business and operations (upstream/downstream/distribution) Suncor Energy Suncor Energy Inc. Corporate, financial and building signage Sub-brands 2 3 Stakeholder and customer-facing sub-brands

22 Petro-Canada is a Suncor business Petro-Canada is a Suncor business Suncor Suncor endorsement guidelines Level 1 endorsement Level 1 endorsement appears on customer-facing Petro-Canada touch points where it appears on the same page or plane as the Petro-Canada logo. Level 2 endorsement Level 2 endorsement appears on Petro-Canada wholesale, partner, distributor and product touch points where the endorsement is placed away from the Petro-Canada logo. Level 3 endorsement Level 3 endorsement is for Petro-Canada community investments and sponsorships. It appears on Petro-Canada community partnership touch points. English version A Suncor business English version Petro-Canada is a Suncor business English version Suncor is the proud owner of Petro-Canada French version Une entreprise de Suncor French version Petro-Canada est une entreprise de Suncor French version Suncor est fière propriétaire de Petro-Canada Personal Name Title Description Legal Name Address Line 1 Address Line 2 Address Line 3 Tel Cell Fax name@suncor.com INFLAMMABLE ABC COMPANY A Suncor business Petro-Canada is a Suncor business A Suncor business Suncor is the proud owner of Petro-Canada A Suncor business A Suncor business Petro-Canada is a Suncor business Suncor is the proud owner of Petro-Canada For more information about the Petro-Canada brand, visit the Petro-Canada Brand Centre at (site registration is required).

23 Suncor Our logo The Suncor logo is the symbol that represents our brand. It is made up of elements that reflect different aspects of our brand and acts as a signature to all our communication. Logotype Energy arc The Suncor logo is a fixed element of our identity and it must never be altered or recreated in any way. Its application is carefully controlled by the guidance provided in these guidelines. The logo consists of two graphic features the logotype and the energy arc. They always appear together in the relationship you see here. The blue logotype is strong, confident, and reassuring, while the yellow to warm red of the energy arc represents the energy we bring, and the enthusiasm we have for a better world. Suncor blue: PMS 294 CMYK 100/58/0/21 RGB 0/85/150 Yellow: PMS 123 CMYK 0/24/94/0 RGB 239/196/45 Orange: PMS 158 CMYK 0/60/100/0 RGB 213/111/29 Red: PMS 032 CMYK 0/90/86/0 RGB 211/41/51

24 Suncor Our logo clear space As the main identifier of our business, the logo plays a critical part of our visual identity. For maximum visual impact, always position the logo within a clear area. We always maintain a clear space around the Suncor logo, free from text and graphics. The minimum clear space is equal to the capital S of Suncor. It is also acceptable to superimpose the logo onto a photograph. Place it in an uncluttered area of the photo where there is adequate contrast between the logo and the background. Wood BuffAlo Home ownership program Investing in home ownership The Wood Buffalo Home Ownership Program provides financial assistance for you and your family to live in the Wood Buffalo region. It is designed to encourage and help you establish your home in the Wood Buffalo community while building your career with us. It aligns with Suncor s values of doing the right thing for our employees and the community, as well as our sustainable approach to business. Although the decision to live in Wood Buffalo is ultimately yours and your family s, the aim of the program is to make buying a home in the region more affordable and attainable for you. The program offers support for renters, current homeowners, and future homeowners alike, if you meet the eligibility criteria. You may benefit from the following: Mortgage Subsidy Up to 10 years of mortgage support to offset the additional cost of entering the Wood Buffalo housing market compared to other communities. Suncor will make monthly subsidy payments directly to one of our lending partners CIBC, RBC or Scotiabank to assist you with your mortgage. Suncor is making a significant investment in the Wood Buffalo Home Ownership Program to encourage as many people as possible to plant roots in the region and build a workforce that shares our commitment to the social and economic vibrancy of the community. Who s eligible? You may be eligible for the program if you are permanently based in Wood Buffalo and are a full-time salaried or hourly employee. As it was with the SHARP Housing Allowance Program, you must also meet the additional criteria to receive a Mortgage Subsidy or Lump Sum Down Payment: You bought your first home in Wood Buffalo on or after January 1, 2005, or are planning to buy your first home in the region, and Your home in Wood Buffalo is or will be your principal residence Only one Suncor employee per household is eligible for the program. Improving Connections in business 2014 WAYS OF WORKING GREATER CONNECTIONS CREATING EFFICIENCIES IN BUSINESS ESTABLISHING CONTROLS AND MEASUREMENT Driving Better Business Keeping you informed. Oversize loads on the move to Suncor sites Until November 2016, a number of oversize loads will make their way to Suncor sites north of Fort McMurray on our local highways. Most oversize loads are not expected to significantly affect traffic Some larger loads may create brief traffic flow interruptions Larger, longer, taller and slower loads have escort vehicles to help ensure public safety Safety is our top priority please watch for all oversize loads. We thank you for your patience and cooperation during this time. For more information on oversize loads, please visit 511.Alberta.ca suncor.com/connections Lump Sum Down Payment Rent Allowance A one-time payment used for the purchase of your first home in Wood Buffalo. A monthly allowance to help offset the cost of renting a home in Wood Buffalo for up to two years while you save and get ready for home ownership. Register for and attend an upcoming Housing Information Session to learn more about the program and your next steps. For details, see the back page. If you are currently participating in the SHARP Housing Allowance Program, you may enrol in the Wood Buffalo Home Ownership Program at any time by switching or renewing your mortgage with a participating bank. Switching your mortgage to a Suncor lending partner is necessary, but timing is flexible to avoid you incurring mortgage penalties. Switching may provide a financial advantage to you and you are encouraged to explore this possibility.

25 Suncor Our logo colour usage Ensuring the appropriate colour is used for our logo is important in maintaining our brand s visual integrity. The Suncor logo is made up of colours from the primary colour palette (see section 2.3.5). Wherever possible, use the full colour logo on a white background. This is the preferred version of our logo. Other colour options for the Suncor logo are acceptable. These colour variations can be used when the full colour version is not appropriate: when reproduction process limits the use of full colour when budget restricts the use of full colour Suncor s logo files can be downloaded at Full-colour positive on a white or light coloured background One-colour blue positive on a white or light coloured background One-colour black positive on a white or light coloured background Full-colour reverse on a Suncor Blue background One-colour white reverse on a Suncor Blue background One-colour white reverse on a black background Full colour reverse on a black background (for merchandise only)

26 Suncor Our logo sizing A minimum size for the use of our logo ensures that we retain clarity across all communication formats. Minimum size for print Minimum size for digital Minimum size for embroidery 15 mm 110 px 51 mm The minimum size for print is 15 millimetres / 0.6 inches. The minimum size for digital reproduction is 110 pixels. This ensures reproduction of the logo when supplied at 72 dots per inch (dpi). The minimum size for embroidery is 51 millimetres / 2.0 inches. Only the single colour version of the logo should be used for embroidery. For Suncor blue use Madeira 1934 thread.

27 Suncor Our logo misuse Controlling the appearance of our logo and its application is important in maintaining consistency and recognition. The examples opposite show various ways the Suncor logo should not be used, changed or modified. Our logo should never be: distorted expanded placed in a box created in any other colour other than those specified placed on backgrounds that impair clarity have effects applied. The logotype and energy arc should never be: separated replaced with a different typeface used independent of each other. Always use electronic files provided by Suncor to reproduce our corporate logos. Suncor s logo files can be downloaded at com/en/newsroom/584.aspx. Size the logo files proportionately using the corner handles of the digital file, while holding down the shift key.

28 Suncor Our logo using the trademark symbol The trademark symbol and notice serves to educate the public that the Suncor logo is a registered trademark of Suncor Energy Inc. Logo with the trademark symbol English version French version Bilingual version The trademark symbol and notice must be used properly to protect Suncor s trademark rights. The symbol is aligned as shown. All other logo guidelines (see sections ) apply to the trademark version of the Suncor logo. Always use electronic files provided by Suncor to reproduce our corporate logos with the trademark symbol and use the appropriate notice. There is an English, French and bilingual version of the logo with the trademark symbol. The bilingual version is provided for third party use. Select the correct logo and notice for the language of the application. Contact brandmgmt@suncor.com if you require these files and have questions about use of the trademark symbol and notice. Trademark notice used on other materials and under licence Placed away from the signature as a footnote on the page. Text is set in Frutiger Light or in the typeface of the application. English Suncor Energy Inc. materials: TM Trademark of Suncor Energy Inc. French Suncor Energy Inc. materials: MC Marque de commerce de Suncor Énergie Inc. English and French bilingual Suncor Energy Inc. materials: TM/MC Marque de commerce de Suncor Énergie Inc. Trademark. Trademark notice for Suncor web properties, annual reports, quarterly reports, other investor relation materials, and Report on Sustainability Text is set is the typeface used on each web property or report. English materials: Suncor and the Suncor logo are trademarks of Suncor Energy Inc. French materials: Suncor et le logo Suncor sont des marques de commerce de Suncor Energy Inc. English third-party materials: TM Trademark of Suncor Energy Inc. Under licence. French third-party materials: MC Marque de commerce de Suncor Énergie Inc. Utilisee sous licence. English and French bilingual third-party materials: TM/MC Marque de commerce de Suncor Énergie Inc. Trademark. Utilisee sous licence. Used under licence.

29 Suncor Our logo using the trademark symbol When to use the trademark symbol and notice 1 There are materials on which it is important that the trademark symbol and notice appear. These include: All displays and advertising materials relating to the provision of products and services when the logo is used by a third-party licensee (and in that case the notice must also indicate that the mark is used under licence) All external advertising materials (digital, print and TV) relating to the provision of products or services All trade show and event displays, including booths, panel and pop-up banners relating to the provision of products and services Consumer and business-to-business (i.e. Lubricants) websites and social media channels All invoices and bills of lading for products sold in bulk Only employees, approved suppliers and third-party licensees, such as partners, dealers, distributors and agents, may use our Suncor, Petro-Canada and Sunoco logos, word marks and design marks. 2 There are materials on which the trademark symbol and notice do not appear. These include: social media graphics logo soup sponsorship pages, advertising or banners stationery, including letterheads, business cards, envelopes and forms Corporate web interfaces PowerPoint presentations Facility signage Apparel Promotional merchandise Vehicle signage On printed or manufactured materials less than 75 millimetres / 3 inches square 3 There are materials on which the trademark symbol does not appear, but the notice is required. These include: website suncor.com microsite sustainability.suncor.com microsite connections.suncor.com microsite together.suncor.com other Suncor web properties annual and quarterly reports and other investor relations materials Report on Sustainability Although the Suncor logo with the trademark symbol is not required on the suite of Suncor web properties owned by Suncor, a trademark notice must be added to the legal notice on each site. Similarly, the notice should appear at the end of or in the legal notice of our annual reports, quarterly reports, other investor relation materials, and Report on Sustainability. Application of the trademark symbol and notice in documents On simple one-page documents, a single use of the logo with the trademark symbol and notice is sufficient. The notice is typically placed at the bottom of the page or in the footer, away from the logo. The notice is set in the font of the document. For details on typefaces, see section If there is more than one trademark referenced in a one-page document, add the trademark symbol to the first instance of each mark. Lengthier, more complex, commercial documents will require multiple applications of the trademark symbol and notice. Some commercial documents include multiple trademarks references by more than one company. Contact brandmgmt@suncor.com for more information and guidance.

30 Suncor Using our logo with other logos and titles Our logo will often need to appear with other logos in shared communication and co-branded environments. In certain situations we need to demonstrate our relationship with other brands or partners. We also have to consider the relationships between the Suncor logo and the sub-brands and initiatives we have within Suncor. This could include other brands owned by Suncor such as Petro-Canada, internal projects or the logos of our external partners. We have an approach to each type of relationship explained on the following pages. Ensure only original master artwork is used. Suncor s logo files can be downloaded at newsroom/584.aspx. Suncor Energy Foundation sub-brand Suncor sponsorship Suncor Olympic and Paralympic sponsorship Suncor internal projects PARTNER LOGO Major Projects

31 Suncor Suncor Energy Foundation The Suncor Energy Foundation sub-brand is a private, non-profit, charitable foundation established by Suncor Energy Inc. Logo elements The Suncor Energy Foundation logo is used for charitable support or funded initiatives. For Suncor logo colours, see section Grey: PMS Cool Grey 8 CMYK 15/0/0/50 RGB 136/139/141 Suncor logo Suncor Energy Foundation logotype Vertical rule Vertical format English Vertical format French Horizontal format English Horizontal format French

32 Suncor Logo clear space, colour usage and sizing For maximum visual impact, always position the Suncor Energy Foundation logo within a clear area, free from other text or graphics. The minimum clear space is equal to two times the height of the letters FOUNDATION of the Suncor Energy Foundation logotype. The logo is made up of colours from the Suncor primary colour palette with the addition of a secondary grey. Wherever possible, use the full colour logo on a white background. Clear space Minimum clear space 2X 2X Colour usage 2X 2X X Sizing Minimum size for printed applications 15 mm Minimum size for online applications 110 px Full-colour positive on white or light coloured background One-colour blue positive on a white or light coloured background One-colour black positive on a white or light coloured background Full-colour reverse on Suncor Blue background One-colour white reverse on Suncor Blue background Full colour reverse on black background (for merchandise only)

33 Suncor Olympic and Paralympic sponsorship Suncor s partnership with the Olympic and Paralympic Games follows a specific set of guidelines. Suncor Olympic and Paralympic committee sponsorship English version French version Bilingual version We have created Olympic and Paralympic logo lock-ups to reflect our relationship. The lock-ups are used for internal communication materials including signatures, presentations, the Core and elevator lobby signage. The lock-ups are used externally for media releases, websites and advertising. Suncor Olympic committee sponsorship Suncor Olympic and Paralympic logo lock-ups are available in English, French and bilingual versions. English version French version Bilingual version Approvals Always use electronic files provided by Suncor to reproduce the Olympic and Paralympic lock-ups. And use of the lock-ups must be approved in advance. Contact the Sr. Advisor, Olympic and Paralympic Sponsorship for approvals and additional information. Suncor Paralympic committee sponsorship English version French version Bilingual version

34 Suncor Suncor sponsorship Suncor s logo often appears with other logos, most commonly when we sponsor an event. These examples show ways to position our logo with others. Example Sizing When possible the Suncor logo and the partner logo should be of equal width and height to each other, or should be equal in visual weight. Spacing The distance between the Suncor logo and the partner logo is equal to twice the width of the S in our logo. Alignment The two logos may be basealigned or centre-aligned in a horizontal arrangement, and left-aligned or centre-aligned in a vertical arrangement. Choose the alignment best suited to the communication. Side-by-side identities When the full-colour Suncor logo and partner logo are placed the minimum distance apart, a vertical rule coloured Cool Grey 8 (see section 2.2), is used to visually separate them. When the Suncor logo and the partner logo are reversed out of a coloured background, the rule is also reversed out white. When the distance between logos is greater than the minimum, no rule is required. Separated base aligned Base aligned x Left aligned x Centre aligned Centre aligned PARTNER LOGO

35 Suncor Internal project titling There are rules governing the relationship of Suncor business unit and project names to our logo. Business unit or project names only ever appear as text and must be constructed in the following way: set in Frutiger set in sentence case the height of the name should be half the height of the letter R in our logo. They may sit to the right or below the Suncor logo, provided the business unit or project name sits outside the logo s defined clear space. It should be aligned as shown in the examples on this page. No other elements should be added. Spacing for horizontal applications Major Projects Spacing for vertical applications Major Projects The element relationships and features must not be altered in any way MAJOR PROJECTS MAJOR PROJECTS

36 Suncor Our visual identity elements

37 Suncor Our typefaces and how we use them Different typefaces have different visual characteristics and these can be used to convey our personality and purpose. The typefaces (or font families) we use have been chosen because they say something about who we are and enable us to communicate in different ways. Our typefaces also provide visual consistency across all types of communication, and enable our audiences to recognize us through their consistent use. Our primary and secondary typefaces used across our brand are Frutiger and Sabon. Visually they are quite different but work well together to help bring different characteristics of our brand to life. 2A proven integrated model 19% Reduction in injury frequency rate 2% Reduction in lost time injury frequency among employees and contractors An integrated approach to climate change For more information on our reserves and resources base refer to our Annual Information Form dated February 28, I work in a function where the only asset we have is our people: we sell our skills and knowledge to the rest of Suncor. We invest heavily in ensuring our people are the best in the business. From training and on-boarding to the various programs, tools and support initiatives, I see strong support for this value in Finance. Crystal Doering, Finance, Calgary Q: Could even a low dollar value gift be viewed as a bribe? A: Yes. There is no monetary threshold on what may be a bribe. To be clear, any gift, entertainment or other benefit that could influence a business decision or create even a perception of influence must never be offered or accepted, regardless of value. I know what my job is, so why do I need goals? In the course of your business relationship with Suncor, you may be authorized to engage third parties such as subcontractors or sub-distributors. Share goals with peers or other key partners that you work with. SUNCOR GOALS and value drivers open You re invited to the Suncor house 1 Leaders refine their goals based on feedback, share final goals with employees. Our mission and vision why we are here and where we are going. Businesses can be a huge part of the solution to social and environmental challenges Do the right thing The right way, with integrity Commitments matter We are all connected and part of something bigger. Help your team through change Be a change leader help your team members learn, adjust and work through new or changing business situations Build your change competence as a leader check Learning and Development on the Core OUR 2014 TARGETS How we will get there

38 Suncor Our primary and secondary typefaces Frutiger 46 Light, 55 Roman, 65 Bold, 75 Black Frutiger is our primary typeface and comes in a number of weights that enable us to vary the level and strength of voice. Sabon Roman, Italic, Bold, Bold Italic Sabon is our secondary typeface. It supports our primary typeface, Frutiger, by bringing additional visual character to our brand. Frutiger is a modern, clean and legible typeface. It brings qualities of precision, confidence, reassurance, clarity and structure to our brand. For body copy, Frutiger 45 Light and Frutiger 55 Roman are preferred. Frutiger 65 Bold can be used to create visual impact for introductory paragraphs and sub headings. 75 Black is a heavy version and its use should be restricted to places where additional strength is needed. The italicized versions of these weights of Frutiger are allowed but should only be applied where additional definition is required, such as for quotes or call-outs. We do not use Frutiger 95 Ultra Black as it is too heavy and lacks the sense of precision we want to express. As a serif typeface, Sabon expresses intelligence, humanity, depth, character and heritage. It allows us to promote an additional or more human voice within our communication. While we can use Frutiger on its own, we never use Sabon by itself. It is always presented in conjunction with Frutiger, even if it is the dominant feature. This ensures that our use of this more expressive typeface is always controlled with the confidence and reassurance of Frutiger. We do not use Frutiger or Sabon for Word, PowerPoint or other word processing applications. See section for more information.

39 Suncor Digital typefaces For digital communication such as PowerPoint, Word and websites, we use equivalent typefaces to Frutiger and Sabon, These are, Arial and Times New Roman. This ensures visual consistency of typefaces when viewed digitally. Arial Regular, Italic, Bold, Bold Italic Arial (Frutiger) Arial is the replacement for Frutiger when it is unavailable. Times New Roman Roman, Italic, Bold, Bold Italic Times New Roman (Sabon) Times New Roman is the replacement for Sabon when it is unavailable. Use these substitute typefaces for correspondence, internal documents, newsletters and PowerPoint presentations when Sabon and Frutiger are unavailable on your system. Frutiger and Sabon can be used for online communications where the delivery of the font is not dependent on the viewer s system, as in the case of digital banners. Please note that there are a number of digital and online applications where Frutiger and Sabon cannot be used. In these cases we use Arial and Times New Roman as equivalent typefaces to aid accessibility. We do not use Frutiger or Sabon for Word, PowerPoint or other word processing applications.

40 Suncor Using capitalization, sentence case and colour Use of capitalization WE CREATE ENERGY FOR A BETTER WORLD The use of capitalization creates a forceful and functional voice. It is appropriate to use when a strong, direct and determined tone is needed. We only use capitalization for short statements of a few lines to ensure legibility. Use of sentence case We create energy for a better world The majority of copy, whether headline or text, should be set in sentence case. This provides a more accessible and human voice to our communications. We can use different weights of our typefaces to increase tone. BOARD APPOINTMENT John D. Gass Appointed to board of directors of Suncor Energy suncor.com This example balances the more direct tone of voice when capitalization is used, with the warmth and vitality of the energy gradient. The use of colour in this instance softens the capitals. Mr. Gass is former vice president, Chevron Corporation and former president, Chevron Gas and Midstream. He has extensive international experience, having served in a diverse series of operations positions in the oil and gas industry with increasing responsibility throughout his career. Mr. Gass holds bachelor s and master s degrees in civil engineering and serves on a variety of business and community boards. He is a member of the American Society of Civil Engineers and the Society of Petroleum Engineers. Mr. Gass significant experience as a leader in business and in the resource industry, as well as in the community will help guide Suncor, Canada s leading integrated energy company, as it builds on its resource base and production assets to responsibly develop petroleum resources. For a detailed biography of Mr. Gass, as well as the company s entire Board of Directors, visit This example combines the use of capitalization and sentence case to help organize the hierarchy of content and achieve the appropriate tone of voice for the piece.

41 Suncor Our primary colour palette Our primary colours are used in our logo and also are a key asset in our identity. When used consistently, these colours, along with our secondary and tertiary colour palettes, will be recognized as Suncor colours. The use of our primary palette blue, red/orange/ yellow and white delivers a visual consistency through all our communication materials. Our primary colours can be used as a signature, i.e., they do not always need to be dominant, but should always be present to provide a visual link to how we express our brand. By blending the warm colours together we create a gradient that we call the Suncor energy gradient. This a key visual feature of our brand, reflecting the energy we create for a better world. More details on our energy gradient and assets can be found in section Use of red While red is part of our colour palette and energy gradient (see section 2.3.9), it is a forceful colour and should not be used as a dominant feature in any communication. The importance of white White is a key colour in our identity as it brings freshness and modernity. Suncor blue: PMS 294 CMYK 100 / 58 / 0 / 21 RGB 0 / 85 / 150 PMS 032 PMS 032 CMYK 0/90/86/0 RGB 211/41/51 PMS 158 PMS 123 PMS 158 CMYK 0/60/100/0 RGB 213/111/29 PMS 123 CMYK 0/24/94/0 RGB 239/196/45 White

42 02 SUNCOR: Report on sustainability 2014 While the global energy landscape is always Sadly, solution-oriented discussions about our evolving, some things remain constant and energy future are in short supply these days. certain. Healthy economies require a healthy We ve become very good at demonizing, supply of energy. And with a global population rather than deliberating. We excel at expected to grow to nine billion before confrontation, but we seem to have lost the middle of this century, we are more the ability to have honest, direct, human challenged than ever to develop the energy conversations about energy choices that the world needs while minimizing our impact touch all of our lives, every day. on the environment. I m convinced there is a better path forward. When it comes to discussing our shared energy Instead of trying to prove who is right and future, we must openly address the risks of who is wrong, we need to work together our energy choices, including the challenge of on practical solutions. Simply put, there global climate change. How we produce, deliver is no room for villains or heroes when we and use energy has a very real impact on our are looking at our collective energy future. planet. At the same time, we need to recognize the equally real benefits responsible energy We know we can t resolve this impasse on our development continues to generate including own. But we can contribute to building a better jobs, mobility and a better quality of life for future by striving to become the best company millions of people around the world. we can be. What does that mean? SUNCOR: Report on sustainability Among other things: Five years ago, we set an industry precedent have a responsibility to do whatever we can making safety our top priority by adopting performance goals on water to reduce our carbon footprint. But to make a working toward continuous improvements consumption, reclamation of disturbed lands, significant global impact on GHG emissions, we in our economic, social and environmental energy efficiency and air emissions. As we will all need to have a much bigger discussion performance continue to focus on achieving our 2015 about how we plan our cities, heat our homes, being bold about setting goals and objectives, we are looking to our business grow our food and access transportation. transparently reporting on our successes and stakeholders in an effort to draw up and failures ambitious sustainability goals for beyond Similarly, while I m very proud of the investments investing in technology and innovation 2015 that will address our environmental we make every year in the communities where collaborating on solutions. and social performance. we operate, I can t help thinking how much more could be achieved if industry, policymakers Our aspirations are rooted in our values, one The reason for broadening our targets is and stakeholders could come together and use of which stands above the rest: if a job can t simple: we believe companies like Suncor their collective talents and skills to tackle some be done safely, don t do it. Five separate have a unique opportunity and obligation of our social challenges, whether it s building fatalities (three employee and two contractor) to advance the well-being of the communities capacity in the non-profit sector or improving near our Oil Sands site earlier this year were a where we operate and to try to address complex educational outcomes for Aboriginal youth. sad reminder that we can never let up on our social problems. commitment to ensure every worker goes home Collaboration isn t easy, and neither are the safely. Incidents like these are unprecedented But we also recognize we can do so much challenges we face. To get to solutions, we ll and not acceptable. We have assembled a more on all of these fronts when we collaborate need to check our personal agendas at the major task force to intensify safety efforts and on solutions. door, realize our way is not always the best ensure tragedies like these never happen again. way and focus on the common good. One example is Canada s Oil Sands Innovation Nearly two decades ago, as part of our Alliance (COSIA), a network of 13 companies I believe there s reason for optimism. If we can sustainability journey, we launched a corporatewide plan to manage our greenhouse gas environmental performance. In its first year begin to work together to make it a reality. As focused on improving industry-wide start to imagine a better energy future, we can (GHG) emissions. Guided by that plan, we alone, COSIA shared more than 560 we do so, we need to recognize that not continue to invest in technology and innovation technologies worth nearly $1 billion. everything we attempt will lead to reduce our emissions intensity and ultimately directly to success. bend the curve on absolute emissions growth. Another kind of collaboration is the work Our aim is for the emissions from our product Suncor and seven other companies have done However, here s another certainty: if we don t to be on par with, or lower than, other sources to launch a United Nations Global Compact try, we will fail. And that will be on us all of of oil. We ve also made investments in (UNGC) Local Network in Canada. This is part of us to explain to future generations. renewable energy sources, primarily wind our continuing support for the UNGC and its 10 power and biofuels. These investments reflect Principles, which guide our approach to human The next conversation on our energy future our belief that all energy sources will be part rights, labour, environment and anti-corruption begins today. Let s strive to make it a of the energy mix going forward, and our wherever in the world we operate. constructive and respectful discussion commitment to producing energy that has about both the benefits and risks of energy less impact on the environment. We need to take collaboration to the next level. development. Together, we can begin to We need to start having open and honest build a more sustainable society. Technology and innovation are also allowing conversations across the stakeholder spectrum us to significantly lower our freshwater draw about the kind of society we all want to create and look at ways to recycle and reuse this and the energy choices that will get us there. water across our operations. By sharing many of these advances with industry peers, we Consider the climate change challenge. As an Steve Williams expect to have an even greater impact. energy producer, our starting point is that we president and chief executive officer Suncor Our secondary colour palette Our secondary and tertiary colour palettes have been selected for how they work with the primary palette, as well as the need for differentiation across our communication. Secondary Palette The secondary palette has been created to reflect the cool and warm colours in the primary palette. It supports our overall approach to colour while enabling greater variety in our communication. As with all our colour applications, different colours are used to create the right balance as described in section Whatever the communication or its goal, aspects of the primary palette should always be used in some way when using the secondary or tertiary palettes. P 7546 CMYK 73 / 45 / 24 / 66 RGB 37 / 55 / 70 P 5295 CMYK 30 / 24 / 10 / 9 RGB 179 / 176 / 196 P 538 CMYK 12 / 3 / 2 / 4 RGB 197 / 207 / 218 P 534 CMYK 95 / 74 / 7 / 44 RGB 27 / 54 / 93 P 3005 CMYK 100 / 30 / 0 / 4 RGB 45 / 143 / 208 P 340 CMYK 99 / 0 / 84 / 0 RGB 67 / 138 / 61 P 646 CMYK 60 / 40 / 5 / 25 RGB 124 / 138 / 180 P 305 CMYK 54 / 0 / 10 / 0 RGB 133 / 198 / 210 P 361 CMYK 55/ 0 / 90 / 0 RGB 149/ 186 / 58 P 5415c CMYK 66 / 40 / 28 / 11 RGB 104 / 125 / 147 P 543 CMYK 35 / 9 / 0 / 4 RGB 164 / 200 / 225 P 5565 CMYK 40 / 11 / 45 / 13 RGB 127 / 156 / 144 P 208 CMYK 11 / 94 / 35 / 31 RGB 134 / 31 / 65 P 715 CMYK 0 / 61 / 99 / 10 RGB 246 / 141 / 46 P 130 CMYK 0 / 30 / 90 / 0 RGB 242 / 169 / 0 P 115 CMYK 0 / 4 / 80 / 0 RGB 255 / 224 / 79 A message from our CEO There is no room for villains or heroes when we are looking at our collective energy future. P Cool Grey 11 CMYK 15 / 0 / 0 / 88 RGB 83 / 86 / 90 P Cool Grey 8 CMYK 15 / 0 / 0 / 50 RGB 136 / 139 / 141 P Cool Grey 3 CMYK 8 / 0 / 0 / 20 RGB 200 / 201 / 199 How OEMS works A finite number of causes for the things that can go wrong. Examples: Expectations don t exist Lack of knowledge Wrong incentives Equipment not capable Personnel not allocated To manage causes, we put controls in place Applying operational discipline as a leader OEMS organizes our controls into 18 written elements Operational excellence Controls to address causes and reduce incidents Examples: Planning / Proceedures scheduling OEMS 18 elements Performance Measurement People Personal and process safety Sustainability Reliability Four Sources of risk People Equipment Process Training / certification Performance management Management of change process Engineering disciplines

43 Healthy environment Sustainable development Social well-being Strong economy Trademark of Suncor Energy Inc. For our full report on our performance, including performance data, visit suncor.com/sustainability eport on sustainability 2013 Suncor: Report on sustainability Suncor: report on sustainability 2014 FOCUS AREA PLANNED ACTIVITIES Suncor: report on sustainability on the web: Further details on our environmental and social progress are available at sustainability.suncor.com RESULTS PLANNED ACTIVITIES Suncor Our tertiary colour palette Use of the tertiary colour palette should be limited to where more differentiation is required between content, such as sections within reports or highlight pages. Tertiary palette colours used where additional differentiation of content may be required The Report on Sustainability is a good example of tertiary colour use. These colours can also be used to highlight detailed content and areas of specific interest where differentiation from the primary and secondary palette is required. If the tertiary colour is too heavy and affects clarity of content, a lighter tint can be used. CMYK 66 / 16 / 38 / 0 RGB 118 / 166 / 164 CMYK 70 / 60 / 14 / 0 RGB 101 / 105 / 156 CMYK 41 / 0 / 23 / 0 RGB 178 / 212 / 206 CMYK 30 / 24 / 10 / 0 RGB 188 / 188 / 208 CMYK 70 / 21 /13 / 29 RGB 84 / 127 / 153 CMYK 22 / 44 / 63 / 0 RGB 192 / 151 / 106 CMYK 26 / 0 / 0 / 17 RGB 164 / 193 / 216 CMYK 10 / 23 / 51 / 3 RGB 219 / 194 / 140 Performance at a glance CMYK 8 / 40 / 80 / 0 RGB 216 / 163 / 76 CMYK 3 / 20 / 46 / 0 RGB 237 / 210 / 155 CMYK 0 / 0 / 65 / 40 RGB 174 / 167 / 90 CMYK 0 / 0 / 45 / 20 RGB 216 / 209 / 146 vision is to Pursue zero injuries The frequency of employee lost time stewards injuries and recordable injuries continued le natural to decline as employees and contractors embraced our Journey to Zero safety. Guided by culture and its guiding value: Do it safely or don t do it. s, we will ay to deliver We continued to implement clear and consistent process safety standards, prosperity, procedures, training and audits across Suncor s operations a program we expect social wella healthy safety targets the prevention of incidents to complete by the end of Process that can result in fatalities or significant ent for today injuries, as well as environmental, health rrow. Here and property damage. hot of our reduce our environmental footprint in 2012 and Suncor continued to make progress on its erformed. four beyond compliance environmental performance goals to improve energy efficiency, achieve absolute reductions in freshwater consumption and air emissions, and increase land reclaimed by We completed several years and more than $1.3 billion of work to implement our TRO TM tailings management process that is expected to dramatically accelerate the reclamation of tailings ponds and mined lands and reduce the need for future tailings ponds. And we began to implement our Oil Sands Water Suncor pursues a triple bottom line vision of sustainable development: we maintain that energy development should occur in a way that provides economic prosperity, promotes social well-being and preserves a healthy environment. Management Strategy a region-wide including skilled labour shortages and approach aimed at further reducing our supporting Aboriginal youth. We also freshwater withdrawal, increasing reuse began to implement a new and more and recycling of wastewater and tailings comprehensive strategy to work with water in our operations, and limiting Aboriginal businesses and communities overall tailings containment. to advance mutually beneficial economic development. And we continued to Addressing the climate integrate Suncor s Human Rights Policy change challenge across our operations. Suncor s absolute greenhouse gas (GHG) emissions and emissions intensity both Generate prosperity increased in 2012, due mainly to significant and opportunity production increases at our Firebag in situ In 2012, royalties paid by Suncor totalled operations. While we expect intensity levels approximately $2.3 billion, including to decline as those new projects mature, $684 million directed to Alberta government GHG management is a challenge requiring oil sands royalties. Suncor also paid more multiple responses. Suncor continued to than $1.5 billion in taxes to governments implement measures that conserve energy in Canada and internationally, and spent and lower GHG emissions while investing $11.2 billion on goods and services. in longer term technologies aimed at Our supply chain spending showed we significantly reducing emissions intensity had vendors in all 10 Canadian provinces and potentially bending the curve on as well as the Northwest Territories and absolute emissions. We also continued to the Yukon. engage in and encourage a broader public dialogue on energy development, use Advance collaboration and conservation. Suncor co-founded Canada s Oil Sands Innovation Alliance (COSIA), an alliance Promote social responsibility of 14 companies representing 90 per cent Suncor began implementing a bold new of oil sands production. Through COSIA, approach to community investment aimed companies share technologies and at helping communities near Suncor s best practices focused on performance operations grow, thrive and become improvements in four environmental sustainable. Part of that journey involves priority areas: tailings, water, land and addressing broader social challenges GHG emissions. $11.2 B Spent on goods and services $1.5B Taxes to governments in Canada and internationally on the web: CMYK 65 / 31 / 63 / 0 RGB 119 / 145 / 114 CMYK 0 / 0 / 0 / 20 RGB 217 / 217 / 217 CMYK 40 / 0 / 46 / 0 RGB 181 / 209 / 163 CMYK 0 / 0 / 0 / 60 RGB 134 / 134 / 134 CMYK 0 / 0 / 0 / 80 RGB 88 / 88 / 87 CMYK 0 / 0 / 0 / 40 RGB 177 / 177 / social progress report These progress reports provide details on our social performance. For detailed information about our economic performance, visit suncor.com and read our 2013 Annual Report. SocIAL Safety, health and security Seek to eliminate all workplace incidents. Implement and sustain Journey to Zero through networks, leading/lagging metrics and governance. Focus on the sustainability of process safety practices over the long term. The lost time injury frequency among Suncor employees and contractors increased slightly from 0.05 in 2012 to 0.06 in The recordable injuries frequency rate declined, from 0.59 in 2012 to 0.56 in 2013 a 5% improvement. Integration of process safety standards across all of Suncor s major facilities is complete. Seek to eliminate all workplace incidents. Implement and sustain Journey to Zero through networks, leading/ lagging metrics and governance. Focus on the sustainability of process safety practices over the long term. Human rights and social risk Review and update Human Rights policy with accompanying standards and guidelines. Integrating human rights considerations into many project implementation processes. Roll out updated Human Rights policy with accompanying standards and guidelines. Conducted corporate social responsibility assessment on Libyan operations. Fully integrate human rights considerations into project implementation process. Completed human rights training for Libya-based employees. Implemented a grievance mechanism across Libyan operations. Stakeholder and Aboriginal relations Finalize complaint and grievance mechanism and develop rollout plan. Finalize social risk assessment tool. Target more than 250 people to receive Aboriginal awareness training. Aboriginal employment strategy completed and implementation plans drafted. Establish regular cross-enterprise reporting on Aboriginal economic collaboration. Develop and implement Aboriginal Procurement Guideline. Conduct survey of our Aboriginal business partners and communicate results. External issues management process finalized and rollout plan in place. Share results of stakeholder research and develop plans to address feedback. Complete third-party audit of our Aboriginal Relations program to receive Progressive Aboriginal Relations (PAR) certification through the Canadian Council for Aboriginal Business. Complaint and grievance mechanism developed with implementation underway across refinery operations. Social risk models developed for project-specific application. More than 300 employees completed Aboriginal awareness training. Cross functional team initiated to develop an Aboriginal workforce strategy. Standard reporting processes in place for Aboriginal Relations steering committees and monthly contract spending. Standard language and criteria established for evaluating Aboriginal contracts and proposal. Work to establish external issues management process underway. External Aboriginal business partner survey conducted with results under analysis. Stakeholder research findings have been communicated. Feedback is being incorporated into stakeholder-specific engagement plans. Applied to become PAR certified in Implement, assess and report on complaint and grievance mechanism. Finalize social risk framework and incorporate into existing processes. Develop an online Aboriginal Awareness training module. Progress Aboriginal workforce strategy development. Streamline Aboriginal Relations reporting across the organization and align with PAR performance categories and key metrics. Align business development and PAR performance measures. Partner with community-driven initiatives to build local Aboriginal business capacity and leverage partnerships. Implement external issues management process. Evaluate the effectiveness of local engagement plans through third-party reputational research. Celebrate PAR certification and analyze feedback to understand areas for improvement.

44 Suncor Achieving the right colour balance The primary palette covers the cool and warm elements of the colour spectrum, so we need to make choices with colour to create the right balance for our brand. We are always looking to create the right balance between coolness and warmth, control and energy. Delivering this balance is a key visual signature for Suncor. Our logo is a good example of this balance the sense of calm, control and reassurance of the logotype, coupled with the warmth, energy and vitality of the energy arc. However, balance does not mean equal. Sometimes we will want to lead with a strong sense of energy by focusing on the warmer colours in our palette. For control and reassurance we may turn to the cooler colours. Remember that white has a key role as part of the colour mix in our identity. Control and reassurance Formal colours that express confidence and stability Our energy is always balanced and controlled Optimism and energy Dynamic colours that express warmth and the human touch Cool, still and light White for clarity and freshness Warm, dynamic and energetic

45 Suncor Our energy gradient One of our key identity elements is the energy gradient, presented as our energy arc in our logo. It symbolizes the physical energy we produce as well as the drive and determination we have for helping create a better world. In its transition from yellow to warm red, the energy gradient conveys the idea of integration; an important aspect of Suncor s energy story, and a key part of our brand story (see section for more details). We use specific gradients of colour to convey ideas such as inspiration and vision, positivity and the literal expression of energy in nature sunrise and sunset. We apply the gradient to shapes and forms, such as lines and panels. The following pages illustrate the application of the energy gradient in our communication materials. For details on the colour makeup of the energy gradient, see section

46 Suncor Our energy assets the energy line and frame The energy line and energy frame are key visual components of our communication. These elements help bring structure to a layout. The energy line can be used to underline important information and separate ideas. The gradient in the energy line can be applied in either direction to effect movement. The line weight can be thin to express precision, or can be thick and bold to express confidence. The energy frame is another way to use the gradient. The energy frame has been created for our advertising, both digital and print. For detailed information on how to create the energy frame contact brandmgmt@suncor.com. Suncor Energy aims higher. We re proud to be the long-term source of refined energy products for Colorado. The energy we bring also helps sustain and grow the communities we live and work in, aiming higher to provide support through our partnerships. Find out more at Keeping you informed. The Suncor Energy Edmonton Refinery would like to notify local residents of the potential for increased flaring or steam emissions during a scheduled maintenance outage of the operations from early April to the end of May. There may also be some additional noise present as a result of the flaring. Alberta Environment and regional stakeholders have been informed. Suncor Energy will work diligently during the shutdown and start up to minimize any impact on the community and our neighbours. If you have concerns, please call The Strathcona Industrial Association (SIA) 24 hour telephone message board called UPDATEline provides information for the public regarding unusual or non-routine activities at heavy industry operations in east Edmonton and Strathcona County. For more information, call

47 Suncor Our energy assets the energy panel As with our energy arc and line, our energy panel is a bold visual statement used to showcase important content. The energy panel can be applied in a variety ways to accommodate different layouts and graphics. The energy colours (as with the energy line) can run in different directions to ensure clarity of content and integration with the background, and colour references can start at different points on the energy gradient. Details on the energy gradient colours can be found in section Policy Statement Canadian Aboriginal relations Vision Suncor aspires to be a sustainable energy company by developing energy in a way that provides economic prosperity, promotes social well being and preserves a healthy environment. An important part of this vision involves working in collaboration with Canada s Aboriginal peoples to develop a thriving energy industry that allows Aboriginal communities to be vibrant, diversified and sustainable. Commitment Suncor is committed to working closely with Canada s Aboriginal peoples and communities to build and maintain effective, long-term and mutually beneficial relationships. To achieve this commitment, we strive for relationships that are based on transparency, mutual respect and trust. Key beliefs Responsible development takes into account Aboriginal interests regarding the opportunities and impacts of energy development on communities and on their traditional and current uses of lands and resources. People and communities affected by our activities should have the opportunity to benefit from energy development through opportunities such as employment, business development, education, training or community investment. It makes sound, strategic business sense to support the involvement of Aboriginal peoples in our business and in Canada s mainstream economy. February 2014 SunCares Employee Program Supporting the causes you care about A sustainable community is a place where people want to visit, live and be a part of because there s lots of clean, natural resources and economic opportunities. These are also communities that have the commitment and means to work together through prosperous and challenging times. Karen Reiman is the Manager, Contracts for Renewable Energy. She also volunteers as Chairman of the Board of Directors for Alberta Dance Theatre for Young People. Proud and passionate that s how we d describe you, our employees, contractors and retirees, when it comes to getting involved in your communities and making it better. Whether you ve been actively involved for years or just thinking about getting started, the SunCares Employee Program can support you to get involved and stay involved in your community. Through the SunCares program, Suncor Energy and the Suncor Energy Foundation support your efforts, and the well-being and sustainability of our communities. Improving Connections in business 2014 WAYS OF WORKING GREATER CONNECTIONS CREATING EFFICIENCIES IN BUSINESS ESTABLISHING CONTROLS AND MEASUREMENT Driving Better Business Building on a Foundation of Success Annual General Meeting

48 Suncor Branded merchandise Branded merchandise that is well-done and carefully selected will be worn with pride by employees and gratefully received as gifts by our many stakeholders. These guidelines will help you get it right by applying the logo in an optimal way on quality clothing and gift items.

49 Suncor Our clothing Wearing our logo when it s reproduced well on quality clothing reflects the pride of associating with Suncor and makes a strong impression at work and in the community. Placement In most instances, the best place for the logo on clothing is the left breast or on the front of a hat. If subtle branding is more appropriate or if Suncor is a secondary brand, you can place it elsewhere, for example on a sleeve or back of a hat. Embroidery The logo should be embroidered on fabric merchandise whenever possible. Embroidery is not suited to some fabrics though, so in these cases, it s best to screen print the logo. There are different size requirements for each, so be sure to check the section noted below as well as the section for logo colours. See section for logo clear space and minimum size, and section for logo colours. Garment colours Choose colours that reflect Suncor s corporate colours or are neutral (black, grey, dark blue). You can use colours from the secondary colour palette for trim.

50 Suncor Our gift items In addition to clothing, quality gift items with our logo are enjoyed at work and in day-to-day life outside of work. They are a great way to say thanks. These are only a few examples of quality products that may be selected to carry our logo. They demonstrate where the logo is optimally placed and the size of logo in the available space. These are important considerations when ordering new branded items, as is clear space around the logo and the colour of logo. Check out the sections noted below for size and colour guidelines. See section for logo clear space and minimum size, and section for logo colours. Gift colours Choose colours that reflect Suncor s corporate colours or are neutral (black, grey, silver, dark blue). You can use colours from the secondary colour palette for appropriate items, such as pens, and for trim elements.

51 Suncor Our logo use on merchandise The way the logo is used on merchandise is as important as the way it s used on our website, ads and signs. Always follow these guidelines for correct use. Clear space We always maintain a clear space around the Suncor logo, free from text and graphics. The preferred clear space is equal to the capital S of Suncor. The minimum clear space is equal to 1/2 the S of Suncor. Clear space Preferred clear space Minimum size Minimum size for embroidery Minimum clear space X X X X X Minimum size The minimum size of the logo on nonclothing items or where it is silkscreened is 15 millimetres / 0.6 inches. The minimum size for embroidery is 51 millimetres / 2.0 inches. 15 mm Secondary text You can add secondary text to identify an event, award or team. Whenever possible place the secondary text away from the logo, e.g., on the sleeve of a shirt, the back of a mug, or lower down on a backpack if the logo is at the top. If this is not possible, place the text a minimum distance away from the logo that is equal to the capital S of Suncor. Set secondary text in Frutiger Roman, upper and lower case. See section for logo colours. Secondary text should be the same colour as the Suncor logotype. Secondary text Secondary text 51 mm

52 Suncor Our logo colours on merchandise The correct logo colour is critical on merchandise. While embroidery poses some limitations, there s flexibility for one-colour and tone-on-tone applications. The logo may be reproduced in any of the colour options shown. Embroidered logos must be one-colour due to the difficulty of reproducing the energy arc. Tone-on-tone The logo may be tone-on-tone or it may match trim elements, provided the appearance is tone-on-tone.. Full-colour logos (screen printing only) Full-colour positive on a white or light coloured background One-colour logos (embroidery or screen printing) One-colour blue positive on a white or light coloured background Full-colour reverse on a dark background One-colour black positive on a white or light coloured background PMS 294 Madeira thread 1934 PMS 032 PMS 123 One-colour white reverse on a dark background Tone-on-tone (colours may vary)

53 Suncor 53 Brand support These guidelines should provide you with basic information on our brand and how we express it. If you have questions on how to implement any aspect of our identity, you can get help from Suncor s Brand and Reputation team. We appreciate your help in following these guidelines to develop a strong and consistent look and voice for our brand. For more information and guidance, please brandmgmt@suncor.com.