Principal Financial Services, Inc.

AVION

real estate leasing and management services;The English translation of the French word AVION is air or airplane.;

BENEFITWISE

educational services, namely, conducting classes, seminars and workshops on health benefits and wellness topics and distributing course materials in connection therewith;The drawing is amended to appear as follows: BENEFITWISE;

COMMUNICATION ASSESSMENT TOOL

financial and investment services;

ESOP BASICS GAME

ESOP BASICS;educational services, namely, conducting workshops in the field of employee stock ownership plans and business management;

EXCLUSIVE HEALTH

HEALTH;health care services rendered through a network of preferred provider organizations;

F I R S T DENTAL HEALTH

FIRST DENTAL HEALTH;DENTAL HEALTH INSURANCE ADMINISTRATION SERVICES;BUSINESS MANAGEMENT FOR OTHERS IN THE DENTAL CARE FIELD; UTILIZATION MANAGEMENT IN THE DENTAL CARE FIELD;DENTAL HEALTH;

FDH

dental health insurance administration services;business management for others in the dental care field; utilization management in the dental care field;

FOR ALL IT'S WORTH

FOR ALL IT IS WORTH;Annuity underwriting; investment management of and distribution of annuities; issuance and administration of annuities; Annuity services, namely, account and investment administration; funds investment; trust and custodial services for retirement plans, namely, investment of funds for others in the field of mutual funds and individual retirement accounts; financial administration of employee pension plans; trust services, namely, investment and trust company services for personal trusts; Financial retirement plan consulting and financial administrative services relating to nonqualified deferred compensation plans; financial services in the nature of an investment security; investment management services; mutual fund investment, distribution and brokerage; investment, distribution and brokerage of funds for others, said funds comprised of registered and non-registered securities; financial administration of employer-provided and individual pension and fixed investment income plans; registered investment advisory services and broker-dealer securities services, namely, broker-dealer financial services in the field of securities and providing investment advisory services; estate planning; financial planning; insurance administration in the field of life, disability, dental, vision, critical illness, accident, accidental death and dismemberment; financial administration and financial consulting in the field of employee benefit plans, namely, deferred compensation benefit plans, defined benefit pension plans, and defined contribution plans such as profit sharing, 401(k) and Employee Stock Ownership Plans; financial administration of cafeteria plans and other employee benefit plans; insurance underwriting and brokerage services for groups and individuals in the fields of life, disability and dental insurance; real estate mortgage lending; maintaining real estate mortgage escrow accounts; real estate investment services; real estate management services; real estate services, namely, leasing of commercial real estate; financial investment in the field of real estate development; administration of employee welfare benefit plans concerning pre-paid dental plans and claims administration, namely, insurance claims processing; banking services, namely, savings account services, brokerage of money market funds, the provision of certificates of deposit held in IRAs;

IT'S NOT INSURANCE. IT'S SMARTER.

IT IS NOT INSURANCE. IT IS SMARTER.;administration of a discount program for enabling participants to obtain discounts on dental fees through use of a discount membership card;

MONEY DOESN'T COME WITH INSTRUCTIONS

insurance brokerage and investment counseling services;

MY PERLS

Financial services, namely providing online resources for determining employee stock ownership plan repurchase liability;MY PEARLS;

MY PERLS

Financial services, namely, providing financial and investment advice and information in connection with employee stock ownership plans;MY PEARLS;

P

The mark consists of the stylized letter P.;PRINCIPAL;Annuity underwriting; investment management of and distribution of annuities; issuance and administration of annuities; Annuity services, namely, account and investment administration; funds investment; trust and custodial services for retirement plans, namely, investment of funds for others in the field of mutual funds and individual retirement accounts; financial administration of employee pension plans; personal trust services; nonqualified deferred compensation consulting and administrative services; financial services in the nature of an investment security; investment management services; mutual fund investment, distribution and brokerage; registered and non-registered securities investment of funds for others, distribution of funds for others and brokerage; financial administration of employer provided and individual pension and fixed investment income programs; registered investment advisory services and broker-dealer securities services, namely, brokering and trading in securities and providing investment advisory services; estate planning; financial planning; insurance administration in the field of life, disability, dental, vision, critical illness, accident, accidental death and dismemberment; financial administration and consulting of employee benefit plans, namely, deferred compensation benefit plans, defined benefit pension plans, and defined contribution plans such as profit sharing, 401(k) and Employee Stock Ownership Plans; financial administration of cafeteria plans and other employee benefit plans; insurance underwriting and brokerage services for groups and individuals in the fields of life, disability and dental; real estate mortgage lending and mortgage asset procurement for others; maintaining real estate mortgage escrow accounts; real estate investment services; real estate management services; leasing of commercial real estate; financial investment in the field of real estate development; administration of employee welfare benefit plans concerning pre-paid dental plans and claims administration, namely, claims processing; banking services, namely, savings account services, brokerage of money market funds, the provision of certificates of deposit held in IRAs;Color is not claimed as a feature of the mark.;