Cabela's Corporate Identity & Brand Standards | 2013

The evolution of Cabela’s logoSince its founding in 1961, Cabela’s has grown and evolved. Cabela’s famous script logo, introduced earlyin the company’s history, has evolved over the years as well, while remaining true to its heritage. This latestversion, a subtle refreshing of the logo, continues the tradition by retaining the familiar look while providinga refreshed, bold appearance.The 60s The 70s and 80s The 90s and 00s The next generationCabela’s Corporate Identity History | 1.2O UC O

INSTRUCTIONSThis section explains how to install and connect the FHD551-X LCD Panel to the video wall mount.For information on the LCD panel, refer to the LCD Panel FHD551-X User Manual (P/N: 020-100713-xx). Illustrations are graphical representations only and are provided to enhance theunderstanding of the written material.INSTALLATION TO WALL STUD• Tighten wood screws so that the wall plate is firmly attached, but do notovertighten. Never tighten in excess of 80 in-lbs (9Nm).• Hardware provided is for attaching the mount through standard thickness drywall orplaster into wood studs. Installers are responsible to provide the hardware for othertypes of mounting situations.1. Use a stud finder to locate theLandscape Orientationedges of the stud. Use of an “edgeto-edge”stud finder is highlyWood studrecommended. Based on theiredges, draw a vertical line downthe stud center.2. Place the pull out mount assemblyon the wall to use as a template.3. Make sure the pull out mount islevel and mark the center of the 4mounting holes. Make sure that thePull out mount assemblymounting holes are on the studFender washercenter line. Drill four 5/32" (4 mm)Wood screw*diameter holes 2-1/2" (65 mm)deep.* Make sure there is a minimum 16” (406.4 mm) horizontal distance between the #14 x2.5” screws.4. Make sure that the pull out mountassembly is level, secure it using 4#14 x 2.5" wood screws and fender Portrait Orientationwashers.Wood studPull out mount assemblyFender washer*Wood screwML10/MP10 LCD Video Wall Mount Instruction Sheet 5 of 22020-100726-05 Rev. 1 (07-2013)

1 | Preferred use of the primary mark is the 1-color application without the WFO tag.A dark background is critical to provide contrast and proper legibility.2 | Alternative use of the primary mark is the 2-color application on a light background withoutthe WFO tag. The subtle drop shadow provides contrast and proper legibility.OGOPrimaryLogo Use | 2.1

1 | Preferred use of the primary Cabela’s Canada mark is the 2-color application withoutthe WFO tag. A dark background is critical to provide contrast and proper legibility.2 | Alternative use of the primary Cabela’s Canada mark is the 3-color application on a lightbackground without the WFO tag. The subtle drop shadow provides contrast and proper legibility.OGOPrimaryLogo Use (Canada) | 2.2

1 | The WFO tag is an acceptable use in properties where Cabela’s Canada brand nameis not well known, but still serves as a secondary use to the Cabela’s Canada script logo on 2.2.The WFO tag is meant as a descriptor of who we are. The preferred use of this mark is the2-color application on a dark background for proper legibility.2 | The WFO tag is an acceptable use in properties where Cabela’s Canada brand nameis not well known, but still serves as a secondary use to the Cabela’s Canada script logo on 2.2.The WFO tag is meant as a descriptor of who we are. The alternative use of this mark is the3-color application on a light background.OGOSecondary Logo Use (Canada) | 2.4

1 | This is the preferred use of the primary mark for black-and-white applications.2 | This is the alternative use of the primary mark for black-and-white applications.3 | This is the preferred use of the secondary mark for black-and-white applications.4 | This is the alternative use of the secondary mark for black-and-white applications.OGOBlack-and-WhiteLogo Use | 2.5

1 | This is the preferred use of the primary mark for black-and-white Cabela’s Canada applications.2 | This is the alternative use of the primary mark for black-and-white Cabela’s Canada applications.3 | This is the preferred use of the secondary mark for black-and-white Cabela’s Canada applications.4 | This is the alternative use of the secondary mark for black-and-white Cabela’s Canada applications.OGOBlack-and-White Logo Use (Canada) | 2.6

1 | These are the eight approved usesof the Cabela’s logo. Please refer to thespecifications on 2.1, 2.3 and 2.5 forindividual use.2 | Any uses that do not comply withthese eight uses must be approved bya representative in brand managementdepartment.3 | The background colors shown below arefor example only. They are not suggestingthat the logo must be used on these colors.Examples on 2.1 through 6.2 explain this.Acceptable Logo Uses | 2.7

1 | These are the eight approved uses ofthe Cabela’s Canada logo. Please refer tothe specifications on 2.2, 2.4 and 2.6 forindividual use.2 | Any uses that do not comply withthese eight uses must be approved bya representative in brand managementdepartment.3 | The background colors shown below arefor example only. They are not suggestingthat the logo must be used on these colors.Examples on 2.1 through 6.2 explain this.Acceptable Logo Uses (Canada) | 2.8

CABELA’S YELLOWC-0 M-20 Y-100 K-0CABELA’S BLACKC-0 M-0 Y-15 K-82PMS 7406 coatedR-255 G-203 B-5 R-54 G-53 B-52PMS Black 71 | The primary colors for the Cabela’s logo are PMS 7406 and PMS Black 7.2 | The only color difference on the Cabela’s Canada logo is the red for the maple leaf which is outlined to the right.CANADA REDC-12 M-100 Y-91 K-3R-207 G-16 B-45PMS-186WHITEC-0 M-0 Y-0 K-0R-255 G-255 B-255.BLACKC-0 M-0 Y-0 K-100R-0 G-0 B-0.OGOPrimaryColor Use | 2.9

.5xmin..5x min..5xmin..5x min. .5x min..5x min.xx.5x min..5x min.1 | We’ve defined an exclusion zone that prevents other graphic elements frominterfering with the primary Cabela’s logo.2 | We’ve defined an exclusion zone that prevents other graphic elements frominterfering with the secondary Cabela’s logo.¾-inch min. size7/ 8-inch min. size 1-inch min. size3 | The Cabela’s logo shouldnever be too small to read. We’veset a ¾-inch minimum size to theprimary Cabela’s logo.4 | The Cabela’s Canada logoshould never be too small to read.We’ve set a 7 / 8-inch minimum size tothe primary Cabela’s Canada logo.5 | The Cabela’s WFO logoshould never be too small to read.We’ve set a 1-inch minimum sizeto the secondary Cabela’s logo.OGOLogo Spacing and Size Restrictions | 2.10

1 | Always follow the exclusion zone rulewhen positioning the Cabela’s logo aroundthe edges of a page or when combining itwith other graphic elements.The logo does not have to live in cornersor along edges in every instance, but caremust be taken to create balanced andconsidered compositions.OGOLogoPositioning | 2.11

2 | Lighter area’s of the image allow for the alternative useof the primary logo. Always try to choose an area of the photowhere contrast is greatest. Adjustments can be made to thephoto to increase legibility.3 | Do not use either of the preferred or alternative use logos on abackground with high-contrast light and dark areas.1 | Darker areas of the image allowfor the preferred use of the primarylogo. Always try to choose an area ofthe photo where contrast is greatest.Adjustments can be made to the phototo increase legibility.OGOLogoUse on Photography | 2.12

1 | These logos have expired. Theyshould no longer be used for anymaterials. Please refer to 2.7 and 2.8for the current logo use.®OGOExpiredLogos | 2.13

1 | Don’t skew or distort the logos proportions.1 |2 |3 |2 | Don’t rotate the logo.3 | Don’t change the color of the logo.4 | Don’t apply any effects to the logo.5 | Don’t use the drop shadow version on a dark background.6 | Don’t use the logo as part of a sentence or phrase.4 |5 |6 |this is how notto use ina sentence7 | Don’t alter the proportions or spacing of the WFO.8 | Don’t use the “C” from the script as a stand alone symbol.7 |8 |9 |9 | Don’t alter color of the maple leaf on the Cabela’s Canada logo.10 | Don’t add graphic elements to the logo.11 | Don’t add another logo within the exclusion zone.12 | Don’t adjust the width or the color of the drop shadow.10 |11 |ANOTHERLOGO12 |Logo Don’ts | 2.14OGO

22131_QDMA_4o6_Aug.indd 1CFSbela’s Inc.2/25/13 1:55 PM1 | These examples display howthe primary script logo shouldbe treated on national printadvertising.Proud partner of2 | These take into considerationthe photo use outlined on 2.12 aswell as the positioning outlinedon 2.11.3 | All national print ads shouldutilize the primary/preferred useshown on 2.1.©22013 C abela’sInc.CFS-306Let’s face it, hunting isn’t just something you do. It’s who you are. At Cabela’s, we feel the same way.That’s why it’s in our nature to support you with thousands of experts, more than 50 years ofexperience and every last bit of expertise, so you can treasure this passion for the rest of your days.CABELAS.COM | 1.800.237.4444National Print Advertising | 3.1

1 | These examples display how theprimary script logo should be treatedon catalog front covers.2 | These take into consideration thephoto use outlined on 2.12 as well asthe positioning outlined on 2.11.3 | Catalog covers will utilize bothprimary and secondary uses of the logoas shown on 2.1 and 2.3.Catalog Front Covers | 3.2

1 | These examples display how theprimary script logo should be treated oncatalog product pages.2 | The example on the left shows theprimary/alternative use outlined on 2.1along with spacing and size restrictionsoutlined on 2.10.3 | The example on the right showsboth the primary uses as outlined on 2.1and photo use on 2.12.Catalog Product Page | 3.3

1 | These examples present how theprimary script logo should be treatedon catalog introduction spreads. Theseexamples are very similar to the print adson 3.1, but extend further to illustratehow the brand moments can livesimultaneously with tactical messaging.2 | These logo uses have taken intoconsideration the photo use outlined on2.12 as well as the positioning outlinedon 2.11. Catalog intros will utilize bothprimary and secondary uses of the logo asshown on 2.1 and 2.3.Catalog Introduction Spreads | 3.4

1 | These examples display how theprimary script logo should be treatedon direct-mail postcards.2 | These logo uses have taken intoconsideration the photo use outlinedon 2.12 as well as the preferred/alternative use outlined on 2.1.3 | Please note, the preferredlogo use is applied to the darkbackgrounds (Great Gear Sale- Front and Memorial Day Sale -Back) while the alternative logo useis applied to the light backgrounds(Memorial Day Sale - Front andGreat Gear Sale - Back).Direct Mail Postcards | 3.5

1 | These examples present how theprimary script logo should be treated onretail free-standing inserts (FSIs).2 | The example on the left shows theprimary/preferred use as outlined on 2.1along with photo use outlined on 2.12.3 | The example on the right shows theprimary/alternative use outlined on 2.1along with spacing and size restrictionsoutlined on 2.10.Retail FSIs | 3.6

1 | This example presents how the secondary script logoshould be treated on the homepage of our website.2 | This example has taken into consideration the useoutlined on 2.3 as well as the positioning outlined on 2.11.3 | The logo on the top bar of the homepage should alwaysutilize the secondary-use logo as outlined on 2.3.Cabelas.com Homepage | 4.1G/SOC

1 | These examples present how theprimary script logo should be treated one-mail campaigns.2 | This example has taken intoconsideration the use outlined on 2.1 aswell as the positioning outlined on 2.11.3 | The logo on the top bar ofthe e-mail should always utilize theprimary-use logo as outlined on 2.1.E-mail | 4.2G/SOC

1 | These examples present how thesecondary script logo should be treatedon our social properties.2 | The logo in the descriptor boxshould always utilize the secondaryuselogo as outlined on 2.3.3 | The background color for the logobox on social media should be Cabela’sblack PMS 7 (oulined on 2.9).Facebook and Twitter | 4.3G/SOC

1 | This example shows how the secondary script logoshould be treated on the front of our stores.2 | This example has taken into consideration the useoutlined on 2.3.3 | The logo on the store front should always utilizethe secondary-use logo as outlined on 2.3.CStore Front | 5.1O S

1 | This example shows how the secondary script logoshould be treated on roadside entrance signs.2 | This example has taken into consideration the useoutlined on 2.3.3 | The logo on roadside entrance signs should alwaysutilize the secondary-use logo as outlined on 2.3.CRoadside Entrance Sign | 5.2O S

1 | This example presents how the secondary scriptlogo should be treated on billboards.2 | This example has taken into consideration the useoutlined on 2.3.3 | It is recommended that the secondary use outlinedon 2.3 be utilized for all billboard applications.COutdoor/Billboards | 5.3O S

1 | This example shows how the primary script logoshould be treated on grand-opening materials.2 | This example has taken into consideration the useoutlined on 2.1.3 | For grand-opening materials it is recommendedthat the primary use, outlined on 2.1, be utilized on agreen background to coincide with aestheticsof the storeCGrand Opening Package | 5.4O S

1 | These examples show how thelogo should be treated on softgoodsbranded merchandise.2 | Logo uses on the outer shellshould utilize the primary use outlinedon 2.1, while the use on neck labelsshould utilize the secondary useoutlined on 2.3.3 | The registration mark is notrecommended on outer shell usesbecause most manufacturers cannothold the mark at the specified size on2.1 (shown on expired use examples).4 | There are exceptions to the colorspecifications for softgoods brandedmerchandise. As you can see on themen’s jacket, tonal uses of the primarylogo are acceptable. Furthermore, thelogo can be colorized to match accentcolors on the garment.5 | There will be no color exceptionson hang tags. They will require useoutlined on 2.1 or 2.3.Expired Logo with® markRefreshed Logo w/o® markExpired Logo with® markRefreshed Logo w/o® markRefreshed Logo with® markCSoftgoods Application | 6.1S

1 | These examples show how the logoshould be treated on hardgoods brandedmerchandise.2 | The logo uses on the physical productshould utilize the primary use outlined on2.1. The secondary use outlined on 2.3 isalso an option, but manufacture-limitationscould impact the WFO tag, in which case theprimary-use logo would be required.Current use of unrecommended logo3 | The registration mark is notrecommended on product uses as mostmanufacturers cannot hold the mark at thespecified size on 2.1 (shown on expireduse examples).4 | There are fewer exceptions to thecolor specifications for hardgoods brandedmerchandise. As you can see on the examples,the primary logo is recommended in thebrand color outlined on 2.9. Tonal uses of theprimary logo are acceptable as well.Current use with expired logo5 | There will be no color exceptions onpackaging for hardgoods products. They willrequire use outlined on 2.1 or 2.3.CHardgoods Application | 6.2S

If you have doubts about proper logo usage, please refer this document. If you stillhave questions, please contact the Marketing and Brand Management Department.We don’t ask for much, just a little love and respect for our brand. We believe this isa reasonably flexible system that allows creativity, so give it your best shot.And make us proud.A different view.The Cabela’s Corporate Identity & Brand Standards can also be viewed online.Please visit cabelas.com/mediacenterOUGS