STYLE GUIDE

2005

7.29.05 /Rev.3

TABLE OF CONTENTS
I. II. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ........... 1 The Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ............ 2 a. Core Values III. The Name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ........... 3 a. Product Names IV. Logo .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...... 4-10 a. Main Corporate/Packaging b. Advertising Branding Logo and Tagline c. Soft Goods/Apparel Logo d. Merchandising/Fixture Logo e. The Chevron Device
Che v ro n D e v i c e w i t h C a l l a w a y G o l f L o g o

f. Special Logos
Cas t a b l e L o g o Tou r H e a d w e a r L o g o Sub - b r a n d L o g o s ( e . g . a p p a re l l o g o t y p e )

g. Logo Usage Rules h. Logo Hierarchy i. Improper Logo Reproduction V. Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .......... 11 a. Primary Colors b. Secondary Colors VI. Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..... 12-13 a. Advertising Example b. Point-of-Sale Example c. Web Site Example d. Sub-brand Example VII. Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ......... 14 a.Soft Goods Photography VIII.Professional Staff Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ......... 15 IX. Copyrighted Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ......... 16 X. Trademark Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..... 17-18 XI. Legal Lines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .......... 19 XII. Media Usage Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...... 20-21 a. Marketing Communication s
Prin t , P O S , C o l l a t e r a l a n d T V E x a m p l e s

b. Letterhead, Forms, Publications

Let t e r h e a d E x a m p l e

c. Merchandising
Me rc h a n d i s i n g E x a m p l e

d. Signage
Sig n a g e E x a m p l e

e. Web
We b P a g e S a m p l e

f. So ft Goods/Accessories/Apparel
Gol f B a g E x a m p l e Gol f C a p E x a m p l e Foo t w e a r E x a m p l e Sho p p i n g B a g E x a m p l e s

XIII. Callaway Golf Terms and Styles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .....

2005 Callaway Golf Company.

22-27 7.29.05 /Rev.3

INTRODUCTION
Ca l l a w a y G o l f I s O n e o f t h e Most Recognized and Valued Br a n d s i n t h e Wo r l d .
It is each of our responsibilities to communicate the brand in a manner that is consistent, professional and in accord with its strategic direction. Doing so strengthens Callaway Golf s recognition, facilitates internal processes and inspires confidence in the marketplace.

Us i n g T h i s G u i d e
This Style Gui de is meant to be just thata guide to creating a framework for consistency across a variety of projects we undertake. It does not contain all legal inf ormation pertaining to such things as comparative advertising, puffery, professional tour player us age, tournament results, technical features, sales and pricing, international rules and regulations, product terminology or USGA issues. Ca llaway Golf trademarks and logos may not be used without the expressed written permission of Callaway Golf Company. This document is not meant to imply such wr itten permission.

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THE BRAND
El y C a l l a w a y C re a t e d T h i s Company with a Desire, a Dream an d a n A t t i t u d e T h a t R e v o l utionized the Game and Business of G o l f .
He demanded products that looked better and products that played better. Today, that mandate continues to resonate in our brand statement: Through an unwavering commitment to innovation, Callaway Golf creates products and services designed to make every golfer a better golfer. Ad ditionally, we strive to guide our organization with four Core Values that permeate our culture, business activities, products and communications: Bold Innovative Passionate Leaders

BoldUnless our efforts get noticed, theyre a waste of time. We are never out of line, but we are never shy about showcasing our hard work. InnovativeWe are synonymous with innovative breakthroughs. It is our razor-sharp thinking that creates the cutting edge. Pa ssionateGolf is emotion. No one is more excited about or dedicated to the re creation and the business of this great game. LeadersLeaders inspire confidence. Leaders are approachable. Simply put, leaders lea d. We do not run with the pack. Instead, we will always be the one others follow.

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THE NAME
We are Callaway Golf, not Callaway. There are other Callaways in the business world, such as Callaway V ineyards, Callaway Gardens and Callaway Editions. Always refer to us as Callaway Golf.

Approved: Callaway Golf balls Callaway Golf clubs

Improper : Callaway golf balls Callaway golf clubs Callaway balls Callaway clubs

Pro d u c t N a mes
Alw ays capitalize the type of product when used with the products proper name.

Approved: Great Big Bertha Driver Improper: Great Big Bertha driver

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THE LOGO
The Callaway Golf logo is the single, most important piece of brand communication t o our audiences. Different applications dictate different logo needs. Use the following to determine which logo is appropriate for your use.

M a i n C o r p orate/Packaging

APPROVED USAGE: use for corporate branding including all printed corporate materials such as corporate stationery, store signs, store bags, wall signage, packaging and Web site. Additionally, it may be used for merchandising, including headers for product fixtures, and three-dimensional signage. The logo can be placed within a medallion for merchandising purposes (see Merchandising L ogo). It may also be used for accessories (bags, towels, headcovers, etc.) and hard goods branding where possible (medallions, etc. Also see Castable Logo.).

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THE LOGO (continued)

A d v e r t i s i n g Branding Logo and Tagline
Always maintain the required protected space around the Callaway Golf logo from any other logos, copy or design elements. The protected area (shown in blue) is the minimum clear space around the Callaway Golf logo. The Advertising Branding Logo and Tagline shown here.
1/2 X
1/2 X

1/2 X

X=

must in proportion to be kept the example

AP PROVED USAGE: all consumer communication materials including advertising, television commercials, and printed point-of-sale materials. collateral

1/2 X

Logo in Advertising Example:

Logo in Point-of-Sale Example:

1.8.04 10am

8.5 x 11 SLIP SHEET FRONT vert

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THE LOGO (continued)

S o f t G o o d s /Apparel Logo

AP PROVED USAGE: when possible, use the main corporate logo. If necessary, the above lo gos can be used on hats, gloves, towels, apparel, bags and footwear.

CAPS WITH CALLAWAY GOLF CORPORATE LOGO

CAPS WITH CALLAWAY GOLF LOGO AND CHEVRON

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THE LOGO (continued)

Me rc h a n d i s i n g / F i x t u re L o g o

AP PROVED USAGE: when possible, use the main corporate logo. However, this logo can be used on all fixtures and point-of-purchase displays. The logo must always be positioned on the top of the fixture for maximum visibility.

Th e C h e v ro n D e v i c e

The Chevron Device was created by Callaway Golf s V ice Chairman, Richard Helmstetter, to distinguish Callaway Golf products from others. This mark was first used on the crown of Callaway Golf woods in 1987. It was subsequently trademarked in 1991 and has been utilized on Callaway Golf equipment and merchandise since that time.

AP PROVED USAGE:
Accent design elements or marking on soft goods, apparel and soft goods fixtures. (With appropriate Callaway Golf approvals.) Device on hard goods. In conjunction with the Callaway Golf corporate logo on soft goods (see examples on page 6). The Chevron should only be reproduced in 100% black or reversed to white. When the Chevron is used with the Callaway Golf corporate logo, both should be the same color (100% black or white) and kept to the proportions on the following page. The Chevron can be used by itself on soft goods and equipment; however, the Callaway Golf logo should be clearly visible on the same piece. (See the golf bag example that follows.)

IM PROPER USAGE:
The Chevron Device should not be used by itself to stand for the Callaway Golf brand. If the Chevron does appear by itself, the Callaway Golf logo should be clearly visible on the same piece. (See the golf bag example that follows.) On printed communication materials (ads, brochures, etc.), the corporate logo with advertising tagline takes precedence over the corporate logo with Chevron Device. Do not use the tagline below the Chevron.
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THE LOGO (continued)

Ch e v ro n D e v i c e w i t h C a l l a way Golf Logo
Always maintain the required protected space around the Callaway Golf logo from any other logos, copy or design elements. The protected area (shown in blue) is the minimum of clear space that should be allowed. MAINTAIN PROPORTIONS SHOWN HERE. The Callaway Golf logo and Chevron must be kept in proportion to the example shown here. The height of the Chevron should not exceed 2/3 (66%) of the height of the Callaway Golf logo. All Callaway Golf logo and Chevron usage must be approved by Callaway Golf.
1/2 X

1/2 X

1/2 X

=X

2/3 X
1/2 X

= 2/3 X Do not exceed.

Chevron Device on golf club

Chevron Device

Callaway Golf logo

Appropriate use of Chevron Device and Callaway Golf logo when used separately on golf bag and putter.

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THE LOGO (continued)

Sp e c i a l L o g o s
Ca s t a b l e L ogo

The word GOLF is larger than it is in the corporate logo and has slightly rounded corners in order to be castable on Callaway Golf clubs. AP PROVED USAGE: sole plates, grips.

To u r H e a d wear Logo

The word GOLF is larger than it is in the corporate logo for visibility in televised events. AP PROVED USAGE: caps for Callaway Golf Staff Professionals.

S u b - b r a n d Logos

Av enir, 65medium 10/10, +700track, 100%k

solid line, 100%k

Other Callaway Golf sub-brands such as Apparel should be treated as above. It utilizes the main corporate logo, with the sub-brand between two lines below. When possible, avoid creating entirely new logos for Callaway Golf sub-brands. Use this template instead.

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THE LOGO (continued)

L o g o U s a g e Rules
D o not modify the logo(s). D o not reproduce the logos in any color other than 100% black or white. The logo may be engraved, embossed, debossed, etc. If a fill color is required, it should only be 100% black or white.

L o g o H i e r a rchy
The Callaway Golf logo should always be the largest logo on any piece of communication or equipment. On equipment or packaging, logos and marks should appear in this size hierarchy: 1) Callaway Golf logo = largest 2) Sub-brand < 75% of Callaway Golf logo 3) Technology (thats not part of the sub-brand name such as S2H2) < 50% of Callaway Golf logo

Im p ro p e r L ogo Reproduction
A PPROVED:

I MP R OP E R:

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COLOR PALETTE
Use these colors to create marketing communication materials such as advertising, point-of-sale, and Web pages. The approved colors are divided into two groups: primary and secondary.

Pr i m a r y C o l ors

Backgrounds of communication pieces should be 100% white if possible.

White

70% black

100% black

Silver Pantone 877 C

S e c o n d a r y Colors
This muted palette is meant to convey a sense of sophistication. Secondary colors should be used sparingly as type, borders or other accents. Only use a secondary color if a piece of communication necessitates it. For instance, to complement the ochre Chevron Device in the Big Bertha Fusion Irons, PMS 1255 C (ochre) can be used as an accent. Only one accent color should be used per page or per piece. These colors should not constitute more than 10% of a piece of communication and should not be used as backgrounds. The following is a list of secondary colors matched with products to date.

Pantone 200 C

Pantone 1255 C

70% black

Pantone 7461 C

Pantone 392 C

Pantone 295 C

BIG BERTHA HEAVENWOOD HYBRIDS BIG BERTHA TITANIUM 454 DRIVER BIG BERTHA FAIRWAY WOODS BIG BERTHA IRONS BIG BERTHA RED & BLUE GOLF BALLS

BIG BERTHA FUSION IRONS ERC FUSION DRIVER WARBIRD GOLF BALLS

HX TOUR GOLF BALLS

FORGED+ WEDGES X-18X-18 PRO SERIES IRONS

GREAT BIG BERTHA II 415 DRIVER HX RED & BLUE GOLF BALLS

Pantone 322 C

Pantone 411 C

Pantone 173 C

Pantone 364 C

Pantone 871 C

HX HOT GOLF BALL BIG BERTHA FUSION FAIRWAY WOODS BIG BERTHA FUSION FT-3 DRIVER

HX TOUR 56 GOLF BALL

NOTE:

The colors on this page are not intended to be used as a color matching device. For accurate standards, please refer to the current edition of the Pantone Color Formula Guide.

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TYPOGRAPHY
Type s hou ld b e c l e an , s i m p l e , v i s u al l y ap p eal in g a nd easy t o read . A dvert is ing E x am p l e
E n g r a v er s G o th i c BT 1 4 / 1 7 + 3 8 0 t r a c k A LL C A P S, a c cen t c o l o r 1 0 0 %
pat e n t :

360-DEGREE

UNDERCUT

CHANNEL

Century Old Style St, Italic 16/25 +40track, 80%k

E n g r a v er s G o th i c BT 1 0 / 1 3 + 18 0 t r a ck l o w erca s e , co lo r : 8 0% k 1p t J a pa n e s e do t s 5 0 % k [ ov er l a p 1 s t a nd l a s t dot t o e qu a l ly sp a c e ] [ a li gn w i t h b a s e l i n e & c a p h e i gh t o f # ] C e nt u ry O l d S t y l e S t, B o ld 32/ 3 3 , a cce nt co l o r 1 0 0 % [ b a s e a li gn wi th PATE N T ]

The dissect-the-course-like-a-surgeon-you-bet-Im-dancingin-two-stop-bowing-youre-embarrassing-me Patent.

In tr o d u c i n g T h e X- 1 8 A n d X - 1 8 Pr o Se r i es Ir o n s .
A legacy of performance and forgiveness, taken to the next level. A patented deeper, 360-degree variable undercut channel optimizes the center of gravity by pulling weight off the clubface. This gets your ball up and on target from any distance and turf condition. Even more extreme Notch Weighting adds stability. And a rened head size increases workability and condence at address. Accomplished players will appreciate the Pro Series design that features a narrower sole and thinner top line. Its the set of precision tools for precision shots. Learn more at callawaygolf.com or tradeintradeup.com.
While both share proven core technologies, the standard design offers a progressive offset for improved forgiveness and the Pro Series provides a reduced offset by .125 for enhanced versatility and control.

C e n t u r y O l d St yl e S t , I t a l i c 2 1 /2 5 +4 0 t r ac k , 1 0 0 % a c c e nt c o l o r
Engr ave r s Got h ic B T 15/ 18 +180t r ac k Int i t ia l Ca ps, 100% a cc en t c ol or

5749795

Av e n i r, 3 5 l i g h t 8 /2 0 , -40track, 100%k

Standard

Pro Series

Av en i r, 3 5 l i ght 6 . 5 / 1 0 , + 40 t r a ck, 1 0 0 % k

Av e n i r, 8 5 h ea vy 8 / 2 0 , -20track, 80%k

File: C G L o g o B G B D . ep s
E n gr aver s G oth i c BT A BC DE F G HIJ K LM N OP QR STUVWXYZ Cen tu ry Ol d St yle S t, Bo l d AB C D EF G HI J KL M NOPQ RS TU VWX YZ Cen tu ry Ol d St yle S t, It a lic ABC D EF G H I JK LM NO PQR ST UV WXYZ Ave n ir, 3 5 l i gh t A bcd ef g hi j kl mno pq r stu vwxyz Ave n ir, 8 5 h eavy Abc defgh ij k lmn opqrs tuv wx yz

Jap anese D ots

are native to InDesign. In Illu st r ato r, d o t s ca n be m ad e un d er th e stro k e p allet, DASHED LINE, w h ere you ca n ad jus t t he m with a d ash & gap, an d th e ro u nd sha p e . If th e se d o tt e d line s are ne e d ed in P hotos ho p, yo u c an cu t an d p a st e t he dotted lin e f ro m Illu stra to r int o P hotos ho p .

Av en i r, 3 5 l i ght 5 / 6 , 0t r a ck, 1 0 0 % k

2004 Callaway Golf Company. X-18 and the chevron device are trademarks and/or registered trademarks of Callaway Golf Company.

1.8.04 10am

8.5 x 11 SLIP SHEET FRONT vert

P oint- of- Sale E xa m p l e

Engravers Gothic BT Regular, 39/32 Initial Cap, 30track, Reverse White
Engravers Gothic BT Regular, 28/25 Initial Cap, 40track, 100% accent color

News Gothic Std Medium, 14/17, 100% accent color

En gra ve rs Gothic BT ABCDEFGHIJKLM NOPQRSTUVW X Y Z Ne ws Gothic Std, Me dium AB CDEF GH IJK LM NOPQ RSTUVW X Y Z Aven ir, 55 Roma n Abcde fgh ijklmn opqrst u vwxy z

Avenir, 55 Roman, 12/17pt, 80%k 1pt Japanese dots, 50%k

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TYPOGRAPHY (continued)
Web Site Example

PRODUCT HEAD/SUBHEAD: Engravers Gothic BT Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Abcdefghijklmnopqrstuvwxyz

BODY: Verdana Regular 9pt, %80k, Leading 20pt

PERF LINES: 1pt Japanese dots (Adobe InDesign), %50k

Special Web s ite usage notes:

The corporate logo is used without the tagline. Verdana replaces Avenir in the body copy.

A B

Sub-b rand Exampl e

Av e nir, 6 5 med i um 10 / 1 0 , + 7 0 0 tr ac k , 1 0 0 % k

so lid l ine , 1 0 0 % k

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PHOTOGRAPHY
Ca llaway Golf creates premium products. They should be reproduced with a re verence that conveys the same craftsmanship, innovation and quality that goes int o making them. Products should be photographed on or knocked out against white backgrounds. Where possible, a light reflection should be placed below the product to increase its premium feel. Additionally, products with a highly polished finish should appear that way when retouched. This is achieved by creating sharp, contrasting highlights in the retouching (as opposed to soft, blended highlights, which will make the products appear to have a satin or brushed finish).

Ap proved photography of most products can be found at: http://callawaygolfsupport.com/

Please contact th e C a l l a w a y G o l f C re a t i v e S e r v i c e s D e p a r t m e n t f o r a u s e r n a m e a n d p a s s w o rd .

S o f t G o o d s Photography
When shooting products by themselves (without people) every attempt should be made to place products on a white background. No reflections are needed for soft goods. Lif estyle photography (incorporating people with scenic backgrounds) can be utilized to showcase soft goods. However, these photographs should be placed in a design environment that is predominantly white (such as the Callaway Golf Apparel site ww w.callawaygolfapparel.com ).

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PROFESSIONAL STAFF PHOTOGRAPHY

Ut ilize Callaway Golf Professional Staff photos where applicable. This helps demonstrate the success of Callaway Golf s innovations within the professional tours. V isit http://www.callawaygolf.com for a complete list of current Staff Professionals.

P rofessional Staff Photography and Material Approval A ll photos of professional staff must be approved by Callaway Golf (through the M arketing, Creative Services, and/or Sports Marketing Departments as well as the at hletes Management Company). Sp ecifically, the following information will be required before permission is granted: a) Application (how the photo will be used) b) Dates of usage including first used c) Location(s) where it will be used P rior to using the Professionals Endorsement in any advertising or promotional m aterials, Callaway Golf will submit such materials to the Professional for approval, w hich approval shall not be unreasonably withheld. The materials shall be deemed ap proved unless the Professional disapproves the materials in writing within five (5) da ys after rec eipt. If the Professional disapproves of any materials, the Professional s hall state the specific grounds for di sapproval.

NOTE: On professional staff photos, DO NOT remove logos of other companies that m ay have contractual agreements with Callaway Golf professional staff. (i.e. Do not remove the Ford or Bearing Point logos from images of Phil Mickelson. Likewise, do not remove Cutter & Buck, Kraft or Mercedes-Benz logos from images of Annika Sorenstam.)

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COPYRIGHTED WORKS
Ca l l a w a y G o l f s C o p y r i g h t ed Works
Ca llaway Golf s copyrighted advertising works include our commercials, print advertisements, packaging, brochures, catalogs and other similar creative works. Always include a copyright notice whenever possible. A copyright notice includes the symbol fo llowed by the year and Callaway G olf Company.

For example: 2005 Callaway Golf Company.

O t h e r P a r t y s C o p y r i g h t e d Works
Permission must be obtained from the owner of a copyrighted work before such copyrighted work is used by Callaway Golf. Such copyrighted works include all or portions of network video of professional golfers during a tournament, all or portions of movies, characters created by others (such as Superman, Happy Gilmore, etc.), lo gos of tournaments, of clubs, and much more. Internal use is not a defense to copyright infringement. Any use of anothers copyrighted work must have the permission of the owner of the copyrighted works.

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TRADEMARK USAGE
In troduction
A trademark conveys to the consuming public the source of a particular good or service. Our trademarks convey that a golf product bearing a Callaway Golf mark is a premium golf product from Callaway Golf Company. Thus, our trademarks are arguably our most valuable assets. However, improper use of our marks could result in the marks becoming generic, and thus invalid and unenforceable. In an advertisement, the trademarked product has three components: 1) the trademark(s); 2) the trademark marking or notice symbol; and 3) the product or goods. Example The Callaway Golf HX Hot Golf Ball. Callaway Golf and HX are the trademarks. is the trademark marking or notice symbol, which indicates the mark is registered. Golf Ball is the product.

N o n - g e n e r i c U s e o f a Tr a d emark
Always use trademarks as an adjective followed by a product term such as woods, drivers, balls, putters and the like. Example In a one-page advertisement that uses the trademark Great Big Bertha, Great Big B ertha Driver must be used at least once, and the advertisement must convey to the reader that it is a Great Big B ertha Driver. In a longer text document, every paragraph that refers to Great Big Bertha must use Great Big B ertha Driver at least once in the paragraph. In an advertisement or other document, ALWAYS use a legal line that references ownership of the trademarks by Callaway Golf Company, such as Callaway Golf and Big Bertha are trademarks of Callaway Golf Company. In an advertisement or other document, ALWAYS use a or TM at least once with each trademark, typically with the first appearance of the trademark in the advertisement or other document.

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TRADEMARK USAGE (continued)

Im p ro p e r U s e o f a Tr a d e m ark
Never use our trademarks as nouns, such as Its not a driver, its a Great Big Bertha, or 25 Great Big Berthas were used at the PGA tournament or The winner used a Great Big Bertha . Never use Callaway Golf in front of another trademark without a product term fo llowing the trademark. For example, never use Callaway Golf Big Bertha.

Tr a d e m a r k L i s t
Trademarks: Th e t r a d e m a r k s , s e r v i c e m a r k s a n d l o g o s ( Tr a d e m a r k s ) u s e d a n d d i s p l a y e d i n t h i s S t y l e G uid e are registered a n d u n re g i s t e re d Tr a d e m a r k s o f C a l l a w a y G o l f a n d o t h e r s . N o t h i n g i n t h i s S t y l e G u i d e s h ou ld b e construed as gra n t i n g , b y i m p l i c a t i o n , e s t o p p e l , o r o t h e r w i s e , a n y l i c e n s e o r r i g h t t o u s e a n y Tr a d e m a r k di sp laye d, without the writt e n p e r m i s s i o n o f t h e Tr a d e m a r k o w n e r. C a l l a w a y G o l f a g g re s s i v e l y e n f o rc e s i t s i n t e l l e c t u al property rights t o t h e f u l l e s t e x t e n t o f t h e l a w. A l i s t o f U . S . Tr a d e m a r k s o w n e d b y C a l l a w a y G o l f f o l l o w s . Any questions conce r n i n g t h e u s e o f t h e s e Tr a d e m a r k s o r w h e t h e r a Tr a d e m a r k t h a t d o e s n o t a p p e a r o n t h i s li st is a Trademark of Ca l l a w a y G o l f s h o u l d b e re f e r re d t o t h e C a l l a w a y G o l f L e g a l D e p a r t m e n t a t ( 7 6 0 ) 9 3 1 - 1 7 7 1 . United States Tr a d e m a r k s Big Bertha, Biggest Big Bertha, Black & Blue tag, Callaway, Callaway-Connect, Callaway Golf, Callaway Golf design, Callaway Golf Center, Callaway Golf Performance Center, Chevron Device, CTU 30, Dawn Patrol, Daytripper, Demonstrably Superior and Pleasingly Different, Deuce, Divine Nine, Dual Zone, Ely Would, ERC, ERC & design, ERC II, ERC II sole plate design, ERC Fusion & design, FT-3, Fusion, Gems, Game Enjoyment System, GES, Great Big Bertha, Great Big Bertha II, HX, HX Tour, Hawk Eye, Hawk Eye device, Heavenwood, Hybrid 45, I-Trax, OptiFit, ORG. 14, Pencil, RCH, S2H2, S2H2 & design, SenSert, Steelhead, Steelhead Plus, STS, Taupe, light gray and gold tag, Tour Blue, Trade In! Trade Up!, Tru-Bore, Tunite, VFT, VFT design, Warbird, War Bird, War Bird sole plate, Worlds Friendliest, X-12, X-14, X-16, X-18, X-SPANN & design, X-Tour and XWT.

See the Callaway Golf Web site for a complete list of Callaway Golf Company trademarks. www.callawaygolf.com/en/Legal.aspx.

Lic e n s e e s
Th e main licensees of Callaway Golf are Ashworth, Inc. (clothing in the U.S., Canada, Europ e and Australia), Sanei International (clothing in Japan and Korea), Tour Golf Group, Inc. ( foot wear), TRG Group (luggage) and Fossil (Callaway Golf T imepiece Collection). If any of t hese companies or items (clothing, luggage, timepieces) are mentioned in an advertisement , the licensee must be recognized in the legal line. Ex amples: Ashworth is an official licensee of Callaway Golf Company. Callaway Golf Apparel provided by Ashworth, an official licensee of Callaway Golf Comp any.

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LEGAL LINES
The legal line of an advertisement provides for notice of trademarks and copyrights, disclaimers for representations in the text of the advertisement, and contact inf ormation.

Ca l l a w a y G o l f Tr a d e m a r k s
Any Callaway Golf trademarks used in an advertisement should be listed in the trademark sentence of the legal line. In an advertisement that has the company logo with the Chevron Device, mentions the Great Big Bertha II Drivers and shows the HX Golf Balls, the trademark sentence of the l egal line should read: Great Big Bertha, HX, the Chevron Device and Callaway Golf are trademarks and/or registered trademarks of Ca llaway Golf Company.

O t h e r s Tra d e m a r k s
If an advertisement uses the trademarks of others, then a trademark sentence must be provided in the legal line for these other trademarks. For example, if Pebble Beach is used in the text of the advertisement, then the sentence should read: Pebble Beach is a registered trademark of the Pebble Beach Company.

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MEDIA USAGE EXAMPLES

Use the following examples as guidelines for creating Callaway Golf Company materials.

Marketing Communications
1.8.04 10am
8.5 x 11 SLIP SHEET FRONT vert

Le t t e r h e a d / F o r m s / P u b l i c a t ions

M e rc h a n d i s i n g D i s p l a y

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MEDIA USAGE EXAMPLES (continued)

Si g n a g e

We b

So f t G o o d s / A c c e s s o r i e s / A pparel
3.5"

6.5"

1.5"

5"

5"

1.5"

6"

12"

Go lf Cap Ex a m p le G olf Bag E xamp le

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F oot we ar Ex a mp le
4" 10" 8"

4"

S h op p in g Ba g Ex a mpl es

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CALLAWAY GOLF TERMS AND STYLES

For a complete glossary of Callaway Golf technical terms, please refer to the Web site at http://www.callawaygolf.com/en/techter ms.aspx.

Numbers and Dates

In general, spell out one through nine. 2-wood, 3-wood, 4-wood, 5-wood, 7-wood, 9-wood, etc. Strong 3-wood. Strong 4-wood. Irons: 3-iron, 4-iron, 5-iron No. 1 (vs. #1), No. 2 titanium driver two years, 10 years; two-year deal, 10-year contract (adj.) 50 percent or 50% depending on contexttext vs. chart or table, use latter 48 Pitching, 52 Approach, 56 Sand, 60 Lob first place/1st place (n.) first-place/1st-place (adj.) as in fi rst-place finisher; three-part (adj.), five-piece, six-way, nine-pocket, top-10 360-Degree Undercut Channel 17-4ph stainless steel 195cc, 203cc par-5s; 5-under-par; the back nine, the final 18; the 10th hole; 3-stroke handicap; a 2-hole lead phone no. style: 800-699-9580 (no italics)

Pu n c t u a t i o n a n d S p e l l i n g
No serial comma. Ex.: red, white and blue (vs. red, white, and blue). Compound adjectives: When a compound modifiertwo or more words that express a single conceptprecedes a noun, use hyphens to link all the words in the compound except the adverb very and all adverbs that end in -ly. Ex.: highly paid salesperson Hyphens to form temporary compounds: Hyphens are joiners. Use them to avoid ambiguity or to form a single idea from two or more words. Ex.: He will address smallbusinessmen (as in their business es are small, not the peoples size). The meaning of The president will speak to small businessmen is unclear. Many combinations hyphenated before a noun are not hyphenated when they occur after a noun. Ex.: The custom-logoed webbing on the bag . . . vs. The bag has a custom logo.

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CALLAWAY GOLF TERMS AND STYLES (continued)

Miscellaneous
Compared to/compared with: Use compared to when the intent is to assert, without need for elaboration, that two or more items are similar; use compared with when juxtaposing two or more items to illustrate similarities and/or differences. Ex.: He compared his exceptional golf talent to that of Phil Mickelson. His score was 68, compared with 75 for his closest competitor. Prefixes: Generally, do not hyphenate when using a prefix with a word starting with a consonan t. Except for cooperate and coordinate use a hyphen if the prefix , ends in a vowel and the word that follows begins with the same vowel. Use a hyphen if the word that follows is capitalized. Use a hyphen to join doubled prefixed: sub-subparagraph. Equipment is either conforming or non-conforming, not legal or illegal.

A all - n e w ( a d j . ) as p e c t r a t i o ( n . ) B ba c k s p i n ( a d j . , n . ) ba c k s w i n g ( n . ) ba l l f l i g h t ( n . ) ba l l s p e e d ba l l - p e e n ( a d j . ) ba l l - s t r i k e r ( n . ) be r m ( n . ) be s t - f e e l i n g ( a d j . ) be s t - s e l l i n g ( a d j . ) be s t s e l l e r ( n . ) Bi g B e r t h a ( a d j . , n . ) Bi g B e r t h a C 4 D r i v e r Bi g B e r t h a E R C I I F o rg e d T i t a n i u m D r i v e r ( s) Bi g B e r t h a F a i r w a y Wo o d s ( n . ) Bi g B e r t h a F u s i o n F T- 3 D r i v e r ( F T- 3 D r i v e r on s u b s e q u e n t re f e re n c e , a n d t h e N e u t r a l , Draw a n d F a d e m o d e l s a re c a p ) Bi g B e r t h a G o l d I ro n s Bi g B e r t h a H a w k E y e V F T T i t a n i u m D r i v e r (s) Bi g B e r t h a H a w k E y e V F T T i t a n i u m F a i r w a y Wo o d s Bi g B e r t h a H e a v e n w o o d H y b r i d s Bi g B e r t h a , H o w G o l f S h o u l d F e e l Bi g B e r t h a I ro n s Bi g B e r t h a S t e e l h e a d D r i v e r Bi g B e r t h a S t e e l h e a d M e t a l Wo o d s

Big Bertha Steelhead Woods Big Bertha Tour Series Wedges Big Bertha TungstenT itanium Irons Big Bertha Ultra Light Big Bertha X-12 Irons Biggest Big Bertha Ultra Light BJ-1 Black Trapezoid design blade-like (adj.) Bobby Jones Bobby Jones Series Putters bogey; (p.t.) bogeyed; (pl.) bogeys bore-through (adj.) technology C C design Caddie (not caddy) Callaway Constant Weight Rifle Shaft Callaway-Connect Callaway Golf fairway woods Callaway Golf Fitting Solution Callaway Golf (not Callaway) Callaway Golf Magazine Callaway Golf Staff Professional (when used as part of a title: Callaway Golf Staff Professional Annika Sorenstam. Otherwise, lowercase.) Carlsbad, Calif. (not CA in text) CB-1 Center of Gravity (n.)/center-of-gravity (adj.) chamfer (n.) Characteristic T ime (CT) Test

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CALLAWAY GOLF TERMS AND STYLES (continued)

Ch e v ro n D e v i c e clo s e - c u t ( a d j . ) clu b f a c e ( n . ) clu b f i t t i n g ( a d j . ) clu b h e a d ( a d j . , n . ) clu b m a k e r ( s ) ( n . ) clu b s h a f t ( a d j . , n . ) CN C ( a d j . ) Co e ff i c i e n t o f R e s t i t u t i o n ( C O R ) Co m p a n y c a p C w h e n u s e d i n p l a c e o f C allaway G o l f : T h e C o m p a n y re l e a s e d e a r n i n g s t oday... co m p u t e r- c o n t ro l l e d ( a d j . ) Co n c e n t r i c C o re Te c h n o l o g y ( H X To u r 5 6 ) co n s t a n t - w i d t h ( a d j . ) cro s s - p ro d u c t ( n . ) cro w n p l a t e ( n . ) CT U 3 0 cu p f a c e ( n . ) cu p - f a c e ( a d j . ) cu s t o m - f i t t i n g ( a d j . ) D Da w n P a t ro l G l o v e Da y t r i p p e r De m o n s t r a b l y S u p e r i o r a n d P l e a s i n g l y D i ff e re n t DF X 2 - B a l l P u t t e r Di v i n e N i n e M et a l Wo o d do u b l e - b e n d ( a d j . ) do u b l e - c l i c k ( v. ) do u b l e - r a d i u s e d ( a d j . ) do w n s w i n g ( n . ) Dr a w B i a s Te c h n o l o g y ( n . ) Du a l F o rc e ( a d j . , n . ) Du a l I n s e r t Te c h n o l o g y Du a l Z o n e Dy n a m i c G o l d E e-b u s i n e s s ( a d j . , n . ) ela s t o m e r ( a d j . ) El y Wo u l d ( n . ) em a i l (a d j . , n ., v. ) ER C ER C I I F o rg e d T i t a n i u m D r i v e r ( s ) ER C F u s i o n D r i v e r ER C F u s i o n F a i r w a y Wo o d s
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Even the Score extra-large (adj.) extra-stiff (adj.) F face-balanced (adj.) fairway woods fall line (n.) fine-tune (v.) Firmfeel firsthand (adv.) Fitting Solution flanged-blade (adj.) flatstick (n.) follow-through (adj., n.) FT-3 Driver (on second reference) full-shaft (adj.) Fusion Technology G Game Enjoyment System (GES) Gem M-10 Special Gems Lite GES Ginty golf ball (adj., n.) golf club (adj., n.) Grafalloy TM Pro Lite Great Big Bertha Great Big Bertha Hawk Eye Driver Great Big Bertha Hawk Eye Fairway Woods Great Big Bertha Hawk Eye Metal Woods Great Big Bertha Hawk Eye T itanium Woods Great Big Bertha T itanium Driver greenkeeper (not greenskeeper) groundbreaking (n.) H half-shaft (adj.) hang time (n.) hardpan (n.) Hawk Eye clubhead Hawk Eye T itanium Driver Hawk Eye T itanium Woods Hawk Eye TungstenInjected T itanium Irons Hawk Eye VFT Fairway Woods Hawk Eye VFT Pro Series T itanium Irons

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CALLAWAY GOLF TERMS AND STYLES (continued)

Ha w k E y e V F T T i t a n i u m D r i v e r s he a d c o v e r ( n . ) he a t - t re a t e d ( a d j . ) He a v e n w o o d H y b r i d He a v e n Wo o d ( o r i g i n a l B i g B e r t h a 7 - w o o d ) he e l - s h a f t e d ( a d j . ) he e l - t o e ( a d j . ) w e i g h t i n g HE X A e ro d y n a m i c ( s ) u s e s s i n g u l a r v e r b hi g h - t r a j e c t o r y ( a d j . ) hi g h t r a j e c t o r y ( c l u b l o f t ) hi s t o r i c ( a d j . ) a h i s t o r i c ( n o t a n ) Hi t i t . B e l i e v e i t . ho s e l ( n . ) ho t - f o r m e d ( a d j . ) Ho w G o l f S h o u l d F e e l HX HX B l u e 2 - P i e c e HX R e d 2 - P i e c e HX To u r 5 6 G o l f B a l l ( n o t c a s t t h e r m o s e t urethane, j u s t t h e r m o s e t u re t h a n e ) HX To u r G o l f B a l l HX 2 - P i e c e I i nt e r n a l w e i g h t i n g ( a d j . ) s y s t e m i nv e s t m e n t - c a s t ( a d j . ) i nv e s t m e n t - c a s t i n g ( a d j . ) isomer (adj., n.) I- Tr a x P u t t e r C a l l a w a y G o l f I - Tr a x P u t t e r on m a j o r re f e re nc e s J -K - L L ad i e s G e m s ( n . ) L am k i n TM l ef t - h a n d ( a d j . ) l ef t - h a n d e d ( a dj . ) l ef t - h a n d e r s ( n . ) L it t l e B e r t h a G o l f C l u b s l oc k e r ro o m ( n . ) ( = 2 w o rd s ) l on g - i ro n ( a d j . ) / l o n g i ro n ( n . ) l oo k - a l i k e ( a d j . ) L P G A To u r M ma l l e t - i n s p i re d ( a d j . ) d e s i g n Ma s t e r s To u r n a m e n t ( N o p o s s e s s i v e . U s e the M a s t e r s o n s e c o n d re f e re n c e . )
25

Match Play Memphis10 98 or M-10 98 M-10 Special mid-iron (n.) miss-hit (adj., v.) not mis-hit or mishit Mobile Caddie Mobile Tour moment of inertia moment of inertia (MOI)only if used in a second reference multifaceted (adj.) multilayer (adj.) multimaterial (adj.) multipiece (adj.) N #1, #2 #1 Putter in Golf 96 Bend No Neck non-conforming (adj.) nonglare (adj.) non-insert (adj.) nonslip (adj.) O Odyssey Odyssey Golf Odyssey TriHot Putter Odyssey White Hot 2-Ball Putter off-center (adj., adv.) off-line (adj.) online (adj., n.) OptiFit (n.) ORG. 14 (all caps, n.) outperform (v.) oversize (adj.) (not oversized) P par-3 hole perimeter weighting (n.) perimeter-weighting (adj.) PGA European Tour PGA of America PGA Tour playability (n.) playoff ( adj., n.)

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CALLAWAY GOLF TERMS AND STYLES (continued)

pre c i s i o n - c a s t ( a d j . ) pre c i s i o n - m i l l e d ( a d j . ) d e s i g n Pro F o rc e Pro L i t e pu t t e r f a c e ( n . ) pu t t e r h e a d ( n . ) Q- R rad i u s e d ( a d j . ) RC H P ro S e r i e s H - 6 5 S h a f t s RC H P ro S e r i e s S h a f t s RC H S e r i e s 9 9 G e m s RC H S e r i e s 9 6 ( a d j . ) s h a f t RC H 9 9 U l t r a L i g h t G r a p h i t e Re d S w i r l g r i p Ri c h a rd C . H e l m s t e t t e r Te s t C e n t e r ( n . ) ( t est center i s n o t c a p u n l e s s u s e d a s p a r t o f t h e f u l l name) ri g h t - h a n d ( a d j . ) ri g h t - h a n d e d ( a d j . ) ri g h t - h a n d e r s ( n . ) RIM ( R e a c t i o n I n j e c t e d M o l d i n g ) Ro s s i e Ro y a l P re c i s i o n TM Ru l e 3 5 G o l f B a l l run n e r- u p ( n . ) S S-b e n d ( a d j . ) S2 H 2 ( n . ) sco o p - b a c k ( a d j . ) se m i - m a l l e t ( n . ) Se n s i c o re se t - u p ( n . ) sh a f t - o v e r- h o s el ( a d j . ) sh a f t - s l e e v e t e c h n o l o g y sh a l l o w - f a c e ( a d j . ) sh o r t - g a m e ( a d j . ) Sh o r t S t r a i g h t H o l l o w H o s e l ( n . ) sh o t m a k i n g ( a d j . ) sh o t - p e e n e d ( a d j . ) si d e s p i n ( n . ) si g h t l i n e s ( n . ) si n g l e - m a t e r i a l ( a d j . ) sl a n t - n e c k ( a d j . ) sm o k e - p o l i s h e d ( a d j . ) So f t f e e l so l e p l a t e ( n . )
26

soleweighted (adj.) Staff Professionals (when referring to Callaways) state-of-the-art (adj.) steel-face (adj.) Steelhead Steelhead Plus Steelhead X-14 Irons Stronomic Insert Technology (adj., n.) STS Sub-HEX design (HX Tour 56) Sun Belt (n.) superdense (adj.) superheavy (adj.) superlight (adj.) sweatband (n.) sweet spot (n.) (= 2 words) swing weight (n.) Swirl Device System 50 System 60 T 360-Degree Undercut Channel teardrop (adj., n.) Terra Firma Test Center (n.) test-driven (n.,v.) thermoplastic (adj.) T itanic T itanium (n.) TLN topline (n.) Tour Blue Tour Fill putters Tour Proven, Amateur Friendly Tour Series Wedges (n.) Tour Velvet tour-level (adj.) Tour-Lined putters tour-proven (adj.) tour-tested (adj.) TourWrap TPU SenSert Trade In! Trade Up! TriForce Series Putters TriHot (adj.) TriSole (adj.)

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CALLAWAY GOLF TERMS AND STYLES (continued)

po l y c a r b o n a t e ( a d j . ) Tru - B o re ( a d j . ) Te c h n o l o g y Tru e Te m p e r TT D y n a m i c G o l d Tu b u l a r L a t t i c e N e t w o r k Tu n g s t e n T i t a n i u m ( a d j . ) Tu n g s t e n G r a v i t y S c re w Tu n g s t e n - I n j e c t e d tun g s t e n - i n j e c t i o n ( a d j ) Tu n g s t e n We i g h t M a t r i x ( n . ) tun g s t e n w e i g ht i n g ( a d j . ) tun g s t e n - w e i g h t e d ( a d j . ) Tu n i t e a l l o y Th e Tu t t l e ( n . ) Tu t t l e I I ( n . ) 2-B a l l d e s i g n U U. S . O p e n C h a m p i o n s h i p ( U s e t h e U . S . O p e n o r t h e O p e n o n s e c o n d re f e re n c e .) U. S . Wo m e n s O p e n U- g ro o v e Ul t r a L i g h t ( n . ) ult r a l i g h t ( a d j . ) ult r a t h i n ( a d j . ) up p e rc u t ( n . , v. ) US G A US T P ro F o rc e 6 5 V Va r i a b l e F a c e Th i c k n e s s ( V F T ) Te c h n o l o g y VF T Te c h n o l o g y vs . ( n o t v e r s u s p e r A P s t y l e ) W War Bird Glove War Bird (adj.) Metal Wood War Bird sole Warbird Golf Ball Web site ( adj., n. ) weight chip (n.) weight injection (n.) technology White Hot insert design (adj.) White Hot Insert design White Steel Putters Worlds Friendliest Worlds Friendliest Fairway Woods Worlds Friendliest Golf Clubs worldwide (adj.) X-Y-Z X-12 X-14 Constant Weight X-16 X-18 X-SPANN X-Stiff X-Tour You Cant Argue W ith Physics

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