Lion Rules:

Dreyfus Corporate Identity System

October 2004

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Lion Rules:The Dreyfus Corporate Identity System

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Policy and Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

The Dreyfus Branding System: The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4,5

Placement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Dreyfus Corporate Entities and Business Units . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Trademarks and Copyrights. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8,9

Typography and Dreyfus Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14,15

Appendix A: Lions as the Dreyfus Corporate Icon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Contents

Lion Rules:

IntroductionIt is the policy of Dreyfus to maintain a cohesive Corporate Identity Systemthat consistently presents the company’s brand identity across all visual media.Theoverall objective of this manual is to provide the direction and guidelines necessaryfor developing and maintaining consistent and effective visual identificationstandards for the Dreyfus brand and associated use of lions.

This manual should be used as the central reference by all persons responsiblefor any phase in the development, production and implementation of any communications materials (including signage) that bear the Dreyfus brandsignature or Dreyfus lions.

The Corporate Identity System is comprehensive and covers The DreyfusCorporation and all of its affiliated entities. Business units may only be exemptfrom portions of the system on a case-by-case basis with the written approval ofthe Director of Investor Communications.

The first section of this manual describes the elements of the graphic standardsystem and presents the ways in which they should be used. Subsequent sectionsillustrate the standards for correspondence, the Financial Centers and printcollateral.

The Creative Services Group (the “Group”) is responsible for administering andupdating the manual.The Group is responsible for the review and approval of allvisual applications of the brand, including the Dreyfus logo and the Dreyfus lionsin photography and in other forms. The Group is prepared to assist corporatedepartments, suppliers, etc. with the effective resolution of corporate identity andbranding issues.All inquiries should be directed to the Creative Services Group.

The Dreyfus Corporation makes a major investment in all forms of visualcommunication, all of which carry company identification and are visualrepresentations of Dreyfus and what we are all about.The Lions are Dreyfus’ iconand a critical component in presenting this identity.

Every visual contact is an opportunity to project Dreyfus’ corporate values, asembodied in its name and in the lion.

Therefore, your cooperation is essential to the success of this system. It isimperative that you support this program and comply with the standards it setsforth.The guidelines presented in this manual — including, but not limited to, size,color and placement — represent Dreyfus policy and must be respected.

This manual is a functional document meant for your use, and it is importantthat it be kept up-to-date and accessible.Accordingly, new or revised guide-lines will be added to this manual from time to time, as appropriate.Updates will also appear on the Dreyfus Intranet site.A handbook containingcopies of various uses of lions by Dreyfus in its advertising over its corporatehistory also is maintained in the Legal Department.

The Dreyfus Corporate Identity System

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Lion Rules:

PolicyThe Dreyfus Corporate Identity System will be administered by the CreativeServices Group under the supervision of the Director of Investor Communi-cations/Brand Manager.With regard to this program, the Creative ServicesGroup is responsible for:

• Developing and controlling the usage of trademarks, service marks, propri-etary names, departmental/divisional logos and any other nomenclaturerelated to corporate image.

• Seeing that the graphic requirements are met and maintaining qualitycontrol standards.

• Approving in writing all materials that use our logo.

• Contracting with outside graphic consultants and suppliers, as required bythe company, and training them in the use of the graphic standards.

• Making modifications, exceptions or additions to the graphic standardsas needed.

ProcedureThe following sets forth procedures for producing graphic materials.Theguidelines and standards of this manual apply to any entity preparing any print,electronic or mass media communication that references Dreyfus by name.

1. The person requiring graphic design materials or production contacts theCreative Services Group.

2. After discussing the required work, the Creative Services Group willeither produce the materials needed or retain an outside supplier.

Although it is preferred that all design work be produced within theCreative Services Group, they will consider a supplier who is recommendedby the entity requesting the work. However, all suppliers, including those who have worked with Dreyfus in the past, must be “licensed” by the Product Marketing Department to use the Dreyfus logo (as defined on p. 3)

. To become “licensed,” the supplier must meet with a member of the Group and review the graphic standards. Following this meeting, the supplier will receive a graphics standards manual.

A supplier should never, under any circumstances, receive a manual before receiving instructions from a member of the Creative Services Group.Contact the Group if you have questions regarding suppliers.

3. Once the artwork is available, the Creative Services Group will examine itto make sure it conforms to the approved graphic standards.When the materialis approved by both the Group and the requester, the Product MarketingDepartment will forward it to Dreyfus’ Production Department. Productionwill not produce anything that uses the Dreyfus logo until it has writtenapproval of the Creative Services Group in the Product Marketing Department.

4. All approved requests for printed material should be directed to the DreyfusProduction Department, where all projects will be quoted and scheduled forcompletion after approval of the “client” business unit.

All print material must be handled by current Dreyfus-approved vendors with aformal purchase order containing all job specs, including costs and distributiondata. Print material will be monitored and approved during the process by DreyfusProduction Management and the “client.”

In order to control the quality and cost of production, all work performed byoutside suppliers should be reviewed and approved by the Creative ServicesGroup.

The Dreyfus Corporate Identity System

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The Dreyfus Branding System is a composite of basictext and graphic elements,with graphic or pictorialimages of the lions included when needed.Whenused according to the guidelines provided in this man-ual, these elements make a strong statement about theheritage and leadership that exists throughout theDreyfus organization.

The Dreyfus Company Logo

The Dreyfus company logo (the “Dreyfus Logo”)consists of three elements.They are the most visiblecomponents of the Dreyfus Branding System.Consis-tent use of the Dreyfus Logo, as illustrated throughoutthis manual, is essential to the success of the system.

Generally, the Dreyfus Logo is a composite of basictextual elements, including the Dreyfus companyname as well as the graphic image of the Dreyfus lionthat has been in use in commerce since 1972. Theprimary component of the Dreyfus Logo is theDreyfus name and graphic lion illustration within the“D.” There are two tag lines,“You,Your Advisor and

Dreyfus” and “A Mellon Financial CompanySM.”The top tag line should be dropped only when theDreyfus Logo appears as letterhead, in a mailingaddress or is inappropriate to the collateral audience.The Dreyfus Logo must never be altered or redrawnand must include the federal trademark registrationsymbol “®”as shown. This includes the typeface,proportion, letter spacing and placement of otherindividual elements.

The Dreyfus Corporation has made a considerableinvestment in creating and protecting the DreyfusLogo and its component parts.Using it in a clear,accurate and consistent manner is critical to ourmarketing strategy.

The Dreyfus Logo utilizes a specially designed font.To obtain alternate electronic formats of the DreyfusLogo,contact the Creative Services Group ordownload from the Dreyfus Intranet site.

The Dreyfus Logo always must be surrounded byadequate clear space so that other elements willnot compete with it and diminish its visual impact.The minimum clear space, as shown, is required onall printed materials. Minimum width of the DreyfusLogo is one inch. Maintain clear space around theDreyfus Logo half the height of the “D.” This isthe minimum amount of space required; moreis acceptable.

Mellon Financial CorporationBranding Guidelines

Mellon’s “Corporate Graphic Identity Guidelines”(CPP-105-1) provide, in part, that all business sub-sidiaries, including Dreyfus, link themselves to theMellon “megabrand.” For Dreyfus, use of the tag line“A Mellon Financial Company” satisfies the Mellonpolicy in this regard. The Mellon guidelines providealternate identifiers, but to meet securities regulatoryrequirements Dreyfus has adopted this identifier.

Lion Rules:The Dreyfus Company Logo

A clear space equal to approximately one halfthe height of the “D” should be maintained

around the Dreyfus Logo.

dClear space around the Dreyfus Logo

is equal to 1⁄2 the size of the “D.”

Tag lines

The Dreyfus BrandingSystem

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Lion Rules:The Dreyfus Logo: Correct Usage and Color Applications

PMS 548 on white

35% Black on 100% black or dark color background

Black on white or light color background

The Dreyfus Logo is to appear in one of threecolors.They are PMS 548, which is the companycolor, solid black and a tint of black, usually 35%,for instances where the Dreyfus Logo will appearon a dark color background.

Due to the lion artwork in the Dreyfus “D,” theDreyfus Logo must never appear in “reverse” orwhite on dark background.

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Dreyfus_YYA_gray

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Dreyfus_YYA_blue

Dreyfus_MFC_blue

Dreyfus_MFC_black

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Lion Rules: Incorrect usage of the Dreyfus Logo

Do not distort the logo.Do not use poor reproductions of the logo.

Do not produce the logo smallerthan 9 points high.

Do not print the logo with a drop shadow.Do not place the logo on a textured

or competing background.

Do not knock-out the logo to white.Do not substitute other artwork or

typefaces for the Dreyfus mark.

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Do not place the logo in an odd shape.

Do not print the logo in anunofficial color.

dreyfus

YOU, YOUR ADVISOR AND

A M E L L O N F I N A N C I A L C O M PA N Y

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Statement Insert

Brochures

Dreyfus Logo Place-ment for Brochuresand Other Collateral

The size and placement of the Dreyfus Logois critical to the consistency and integrity of allcollateral and reinforcement of the brand.Aspecific Dreyfus Logo font has been developed andcan be installed on both the PC and Macintoshplatforms and can be used just like any other fontin your system. In addition, the Dreyfus Logo canbe provided in a variety of file formats for place-ment in both Macintosh and PC programs.

For 81⁄2 x 11 inch brochures and collateral,the recommended width of the Dreyfus Logois 11⁄2 inches and should be in the lower righthand corner or upper left corner on covers andcentered in the lower quadrant on the back cover.For statement inserts and smaller collateral, theDreyfus Logo should be 11⁄8 inches wide.Thisis the smallest size the Dreyfus Logo shouldever appear.

The samples at right illustrate the recommendedplacement of the Dreyfus Logo on various typesof print collateral. Please address any questions orany exceptions to the Creative Services Group.

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Lion Rules:Brochures and Collateral

Show Your Colors Invest in America d

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© Dreyfus Service Corporation, Distributor Code

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Lion Rules:Dreyfus Corporate Entities and Business Units

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Use of Company NamesSet forth below is a list of relevant company names. These are “incorporated”entities with an independent legal existence. Proper usage of corporate namesis both a legal necessity and good business practice. Accordingly, their namesshould be used in the following manner, without abbreviation or variation.

Registered Investment Advisors

The Dreyfus CorporationDreyfus Management, Inc.Dreyfus Investment Advisors, Inc.

Registered Broker-Dealers

Dreyfus Service CorporationDreyfus Service Organization, Inc.

Related Entities

Dreyfus Transfer, Inc.Dreyfus Precious Metals, Inc. The Dreyfus Trust Company

The following are “division” names of Dreyfus Service Corporation. Thesedivision names should be used in the following manner, without abbreviationor variation, coupled with a legend disclosure that the named entity is a DreyfusService Corporation division.

Dreyfus InvestmentsDreyfus Institutional Services DivisionDreyfus Separate Account ManagementMellon Advisor Services

The Dreyfus “fund family” in the aggregate should be referred to as“the Dreyfus family of funds.” When referring to our no-load or loadfunds separately, refer to then as “the Dreyfus no-load family of funds”and “the Dreyfus premier family of funds,” respectively.

Identifying Specific Dreyfus Mutual Funds

Some Dreyfus funds are incorporated as Maryland corporations and use “Inc.”as part of their name (e.g., Dreyfus Municipal Bond Fund, Inc.). Others areorganized as Massachusetts business trusts and do not have a corporate indicator(e.g., Dreyfus Cash Management). For funds that are corporations, the corporateindicator is required when formally referring to the fund’s name, but is notrequired in all circumstances. For example, if the fund is listed among all fundsin the Dreyfus family of funds, or the fund’s name appears as a document head-ing (as on a fact sheet), the corporate indicator should be used. However, innaming the fund as part of a textual discussion (e.g., as in a shareholder letter ormanager commentary), the corporate identifier is not required.

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(e.g., Dreyfus Investments, a Division of Dreyfus Service Corporation, Distributor. Note: do not reference “Distributor” when this is in reference to separate accounts).

Lion Rules:Trademarks and Copyrights

TrademarksSubstantive Overview

A “trademark” is any word, name, symbol, or device or any combinationthereof adopted and used by an entity to identify and distinguish its productsfrom those of another entity, and to indicate the source of those goods.A “service mark” generally has the same meaning with respect to services(collectively, referred to as “trademarks” in this manual).Trademark ownersacquire common law rights to protect their trademarks when the mark isused in interstate commerce, and may indicate that they have adopted a markas a trademark by affixing the symbol “SM” or “TM” to the mark.

Trademark owners may seek federal registration of their marks used in com-merce with the U.S. Patent and Trademark Office (PTO). The symbol “®”is affixed to a federally registered trademark. Federal registration confersspecial exclusive use rights to the trademark owner, and is a means forenforcing such rights against infringing uses by third parties. Generally,federal trademark law protects trademarks from third-party uses of marksthat are likely to cause confusion as to the source or origin of the productsor services offered. The law also protects “famous” marks (which Dreyfus’lion marks are) from third-party marks likely to dilute the distinctive valueof the owner’s mark, even absent a likelihood of confusion.

Common law marks also are protected. Federal registration provides primafacie evidence of the exclusive right to use the mark in connection with thegoods licenses. Common law rights place the burden of proof of ownershipon the party alleging ownership.

Dreyfus Policy

Dreyfus first used lions in commerce to identify its financial services in 1955.Since then, Dreyfus has invested substantial resources to associate lions withthe Dreyfus name and its financial services.The lion’s distinctive ability to

define Dreyfus, symbolize its corporate values, and distinguish its financialservices has made the Dreyfus lion (along with the Dreyfus name) one of thecompany’s most valuable assets.

Accordingly, Dreyfus policy requires controlled use of the various Dreyfustrademarks and trade names, and vigilant enforcement to protect them fromthe likelihood of confusion with third-party marks and from the dilution oftheir distinctive value. Using the Dreyfus Logo, representations of Dreyfuslions and related trademarks and trade names in an accurate and consistentmanner is critical to protecting the value of these assets as well as to the over-all effectiveness of the Dreyfus Branding System.

Dreyfus policy also requires that all persons subject to this manual will affixthe appropriate trademark symbol (“®”,“TM” or “SM”, as applicable) to everyDreyfus trademark used in any print, electronic, or mass media communica-tion. Any deviation from this practice must be approved by the CreativeServices Group or by the Legal Department.

Dreyfus Trademarks: Past and Present

Dreyfus owns numerous federally registered and common law trademarks,many of which include pictures of lions or the term “lion.” Dreyfus firstobtained federal registration of a lion trademark in 1961. The Legal Depart-ment maintains a catalogue of all Dreyfus trademarks and has provided a copyof it to the Creative Services Group. Appendix A sets forth an overview ofthe history of the Dreyfus lion as a company trademark. It also includesexamples reflecting Dreyfus’s continuous use of lions in commerce since 1955.

Questions regarding trademark ownership, registration, usage, or name

availability should be directed to the Legal Department.

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Lion Rules:

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CopyrightsCopyright protection subsists in original works of authorship fixed in a tan-gible medium of expression. This means that copyright rights exist in origi-nal works once they are produced. However, federal copyright registration isrequired with the Register of Copyrights to enforce copyright infringementclaims under federal law. Accordingly, copies of original works may be filedwith the Copyright Office. Notice of copyright protection may appear onoriginal works, using the “©” symbol, followed by the year of first publica-tion of the work and the name of the copyright owner. For example:

© 2002 Dreyfus Service Corporation, Distributor

Notice of copyright must appear in a manner and location as to give reason-able notice of the claim of copyright. Federal registration is not required touse the “©” symbol. Notice given in a reasonably prominent mannerprotects parties seeking to enforce copyright rights from defense claimsof innocent infringement.

Dreyfus policy calls for this notice to be given on all original works, to beplaced either at the bottom of the first or last page of a document or as partof the closing frame of a videotape or electronic application.

If you want to “borrow” from a copyrighted work (for example, reprintingan article that is complimentary to Dreyfus or using a certain music scorein your video), you must obtain permission from the owner. Otherwise,The Dreyfus Corporation runs considerable risk of litigation. Under certaincircumstances there can be “fair use” of copyrighted material, which meansnot having to obtain the consent of the owner.

Dreyfus policy also provides that the marks and names of other organizations(including distinctive logos, designs and styles) should not be used withoutthe prior permission of those organizations.

Consult with the Legal Department for information concerning

copyrights and fair use.

8 pt. Bembo

Trademarks and Copyrights

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Alternate TypefacesSome of these preferred typefaces and weightsmay not be available on Dreyfus’ in-housecomputer systems.Therefore, the use of alternatetypefaces has been authorized to accommodatethese circumstances.

Lion Rules:The Dreyfus Fonts

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzInterstate Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzInterstate Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzInterstate Regular Condensed

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzInterstate Bold Condensed

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzBembo Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzBembo Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzGaramond Book

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NnOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzArial

Corporate TypefacesShown at the right are the typefaces approved foruse on Dreyfus collateral and marketing materials.These typefaces have been chosen for their varietyof weights and allow for an optimal visual hierarchyfor use in forms, letterhead and advertising/market-ing materials. Body copy should be set no smallerthan 8 pt. and no larger than 12 pt. with line spac-ing at 120% of the type size for optimum legibility.For example, 8 pt. Bembo Regular should be set on10 pts. of leading, indicated as Bembo 8/10.

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The Dreyfus Color PaletteThis page represents the PMS colors selectedfor use in print collateral.Always reproducethese using Pantone™ or Toyo™ colors or theirfour-color process equivalents.

The use of any color not specified here must beapproved by the Creative Director or a memberof the Creative Services Group in the ProductMarketing Department.

PMS Color Specs

Product Brochures

Tech - PANTONE® 166*

Bond - PANTONE® 167*

Equity - PANTONE® 202*

Int’l - PANTONE® 288*

Muni - PANTONE® 560*

Separate Accounts

Fayez - PANTONE® 646Lighthouse - PANTONE® 5473Franklin - PANTONE® 357Boston Co. - PANTONE® 654

Lion Rules:Dreyfus Color Palette

PMS 166 PMS 167 PMS 202 PMS 288 PMS 357

PMS 548 PMS 560PMS 5473 PMS 646 PMS 654

PMS 8383Metallic

PMS 8402Metallic

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MorningstarAccent Color

PMS 129 CF0805 CF0402 CF0899 CF1050 CF1043

Note: Separate account colors often print in combinationwith PANTONE 8401 (metallic) due to the inclusion ofthe Dreyfus Managed Assets logo.

* Asset class color

PMS 7493 PMS 452 PMS 132

Toyo Colors

Accent Colors

Lion Rules:

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Stationery

Stationery SystemGenericAll stationery items should be ordered onlinethrough the stationery store in the Mellon Mall.This will ensure the proper use of the DreyfusLogo in terms of size and position and also con-sistency of paper stock and printing specifications.

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THE DREYFUS SERVICE CORPORATION

200 PARK AVENUE

NEW YORK, NY 10166

TEL: 212.922.6000

Jane Q. SampleTitle

DREYFUS SERVICE CORPORATION

BRANCH ADDRESS

CITY, ST ZIP

TE L : 123.456.7890

TO L L - F R E E : 123.456.7890

E -MA I L : S A M P L E . J Q@D R E Y F U S .C O M

ÎMEMBER NASD & S IPC

ÎDREYFUS SERVICE CORPORATION

200 PARK AVENUE

NEW YORK, NY 10166

Note that the top tag line of the Dreyfus Logo:“You,Your Advisor and Dreyfus” does not appearon these items.This is one of the few instanceswhere this tag line is not used.The Dreyfus Logoshould always appear as shown above when it isfollowed by a return address or appears on a form.

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The Creative Services Group has developedseveral templates for use in PowerPoint-generatedpresentations.They consist of the following: prod-uct presentation template, Lion Library/partner-ship template, separate accounts template, andthe FusionTM template.

The Creative Services Group can provide youwith the templates you require. In addition thefollowing guidelines should be followed whenusing the templates:The font used throughout isArial in various weights.The title should be 36 pt.Arial Black and in yellow. Subtitles are light blueand 28 pt.Arial Bold Italic.All subsequent text isusually white with the first level text in 28 pt.Arial Bold preceded by a light blue bullet. Secondlevel is in 26 pt.Arial Regular with a yellow dashpreceding the text.Third level text is preceded bya light blue dash and is 24 pt.Arial Regular.

Tables and charts should have a light backgroundand dark text. Footnotes should not fall belowthe Dreyfus Logo and appear in white,ArialNarrow, 10 pt.

All text should align left.Titles and subtitlesshould have a slight shadow.

Custom templates can also be designed forspecific needs and unique events. Please contactthe Creative Services Group in the ProductMarketing Department for assistance.

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Lion Rules:Presentations

Title: 36 pt. Arial Black (yellow)

Templates

1st level: 28 pt. Arial Bold (white)

2nd level: 26 pt. Arial Regular (white)

Fusion Template

Product2.ppt

Generic2.ppt

Product1.ppt

Generic1.ppt

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Lion Rules:Lion Photography

Images of the live lions trademarks contribute toDreyfus’ visual identity by providing a strong sym-bol that creates a stronger emotional impact thanthe Dreyfus Logo alone.The lion in its naturalhabitat is of particular significance as a symbol ofDreyfus’ corporate values along with the nature andquality of Dreyfus’ corporate values and financialservices. In order to preserve the integrity of thelion image, there are rules on where and how theartwork is used.

Applications and GuidelinesThe use of photography in printed materialsfrom the Dreyfus lion collection is encouraged.Photos shown of the dominant male, alpha lionare recommended. If a cover or a stand-alonepiece contains a lion image, the Dreyfus Logomust appear on the same page.

Photographs should not be cropped where theresult creates a different image (i.e. showing aportion of the lion or a specific lion body partsuch as the mouth, eye, mane, etc.).Although abackground may be cropped away, the lion itselfMUST remain intact and shown as it appears in

the selected photograph.

Any exceptions to these standards must be approved bythe Creative Services Group in the Product MarketingDepartment.

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Lion Rules:Lion Photography

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NoteThe Creative Services Groupfirst must approve any manipula-tion or background changes.Juxtapositions of the lion withany other images also need priorapproval, as does the use of stockphotography in place of theDreyfus lion collection.This isof particular importance as severalof these images are the subject oftrademark applications recentlyfiled with the U.S. PTO.

In the 1950s, the lion became the symbol of The DreyfusCorporation.The lion idea was created by Jack Dreyfus, founderand then Chairman of Dreyfus. Breaking from traditional mutualfund advertising, the first Dreyfus lion made his debut on televi-sion in the 1960s, emerging from a subway station and stridingdown Wall Street. The Lions continue to appear in Dreyfus’advertising today. It remains one of the most recognizable cor-porate trademarks in the United States, and according to studiesis the most recognizable trademark in the mutual fund industry.The current television ad campaign, which began in 1999,highlights Dreyfus’ “Lion Rules” for investors and featuresthe lion in its natural habitat in Africa.

The lion is Dreyfus’ icon.The lion is competitive. It huntscooperatively, as it combines with the force of its pride toprovide the best chance to defeat its competition.The lionseeks power. It is visible and proclaiming, not passive ordormant. These attributes make the lion the archetypeof Dreyfus’ core values of strength, integrity, intelligence,teamwork and leadership.

The lion has created an immeasurable amount of trust andgoodwill for Dreyfus as a provider of financial services.As atrademark, it is one of Dreyfus’ most valuable assets, and thisvalue must be vigilantly guarded. This includes maintaining andenforcing a consistent look, feel and message so that every con-tact Dreyfus has with a customer or potential customer thatinvolves a lion image confirms these corporate values.

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Lion Rules:The Lion: The Corporate Icon of Dreyfus

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