Brand Guidelines v.3.0 – August 2020

www.astroscale.com Astroscale Corporate Identity Guidelines

Welcome

This document provides information on the branding guidelines for Astroscale Group and outlines rules on how it should be applied by sta and external users. It also advises on how elements can be recreated consistently using consisitently using the brand identity and supporting elements.

Please be aware that this guide is an evolving document. It will be regularly updated with additions from the ExComm team and will be expanded as the brand evolves. It will also

If you need further guidance, please see the contact details at the end of this guide.

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Contents

1.0 Logo usage ...... 1 4.0 Brand application ...... 15 1.1 Primary & secondary logotype master brands 4.1 Letterhead & Business Card 1.2 Exclusion zones and minimum sizes 4.2 Brochure & Pull-up banner 1.3 The Astroscale icon 4.3 Powerpoint template 1.4 Alignment with other logos 4.4 Website 1.5 Logotype misuse 1.6 Positioning of the logotype 5.0 Photography & imagery ...... 20 5.1 Style & size 2.0 Typography ...... 8 2.1 Primary (and Online) typeface 6.0 Contact ...... 22 2.2 Secondary typeface 2.3 In-house typeface for Word and Powerpoint

3.0 Colour palettes ...... 12 3.1 Primary colour palette 3.2 Secondary colour palette

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1.0 Logo usage 1.1 Primary & secondary logotype master brands

One of the cornerstones of a strong brand identity is its logo. These guidelines have been Primary logotype We want everyone who engages with Astroscale on a national developed to o er guidance and support for working with Astroscale’s identity. This is are, what we do, what we stand for. the master brand. The brand informs the way our services To support this, it is important that we always use one logotype in a consistent manner communicate and engage and adopt behaviours that support it. with our audience.

Consistent and correct use of to accompany the logo, this will be introduced at a later date. our identity is essential across all communications. In the following pages we refer to the Astroscale logo as the logotype. Astroscale’s main logotype Secondary logotype is to be used in the primary colour against white.

Astroscale has a secondary logo which should only be used when approved by the ExComm team. This is mainly for use when spacing is an issue.

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1.2 Exclusion zones and minimum sizes 1.3 The Astroscale Symbol & Icon

The Astroscale brand must Exclusion zone (Primary) = height of Astroscale “A” The Astroscale ‘A’ Symbol Example of when to use Astroscale icon (Powerpoint slide) be communicated through consistent implementation. The Astroscale ‘A’ Symbol Minimum size (Primary) can be used to represent If we mix brand expressions, Astroscale only when the master logotype has been doubt and distrust. This will x used beforehand. For example, on documents, presentations business and its goals. and social media activity, 1x 35mm These exclusion zones must inappropriate to use the Astroscale Symbol be adhered to at all times. It is Astroscale master logotype. imperative that any elements 1x do not encroach these areas which would compromise the The Astroscale ‘A’ Icon presence and clarity of the Exclusion zone (Secondary) = height of Astroscale “A” brand. The Astroscale ‘A’ Icon can also be used to represent In addition, to protect the Astroscale, once the master legibility of each logotype, Minimum size (Secondary) logotype has been used they must not be used on beforehand. For example, on printed or digital media x collateral, presentations and smaller than 30/35mm wide social media. As illustrated respectively. throughout these guidelines, 30mm the Astroscale icon can also Astroscale Icon

1x

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1.4 Alignment with other logos 1.5 Logotype misuse

There will be instances when The logo must not be 1. 2. the logotype will need to be distorted or rotated in any aligned with other logos. This way. The colour palette is can be done centrally or must not be altered and vertically. the background choice must always be carefully The exclusion zone should considered. be no less than one exclusion 1x square as shown here. Here are just six examples. If you are in any doubt how 3. 4. The logotype must always to use the logo, please be placed to the left when contact the Excomm team for aligned with other logos additional advice. when featured on Astroscale literature. DO NOT As all logos vary in dimension 1x 1x 1x and density and colour 1. Distort either horizontally strength, the sizing of or vertically 5. 6. individual logos when grouped 2. Rotate in any way – as an arrangement should be always use the logotype treated carefully to avoid bias horizontally towards any particualr logo.

4. Alter the colours in any way 5. Apply a drop shadow 6. Place on a complicated

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1.6 Positioning of the logotype 2.0 Typography

On printed items such Two examples of positioning Astroscale logotype correctly (A4 Brochure and Exhibition Panel) Typography plays an important role in building a strong and as brochure covers and consistent brand. exhibition material, it is preferable that the Astroscale Creating a solution for orbital sustainability Driven by a passion for space environmentalism, Astroscale is logo placed top left of the to assure orbital sustainability and secure long-term Business and secondary typefaces; their variations and their rules and guidance for usage. piece. For the responsible Case Securing long-term spaceflight Astroscale’s comprehensive use of space approach to orbital services Space Situational Awareness The logo must never be placed incorporates the business Driven by a passion for space environmentalism, we are the model, technologies, and centrally or bottom left within safety and orbital sustainability space policy solutions that will contribute to a End-of-Life Service Technology Space Just as society is dealing with issues of pollution of our land and oceans, more sustainable space environment. Solution Policy we also have to address the growing amount of debris polluting space. Active Debris Removal There are now millions of pieces of debris posing a threat to our orbital highway, Please note that for our ranging in size from small fragments of paint less than a centimeter long to large letterhead and press releases, satellites and rocket bodies the size of a bus. These uncontrolled hazards can cause potential damage to the many active satellites that are providing daily Objects or more Objects Objects ˜ ˜ ˜ Product families the logo is always centre. This Removing several large existing pieces of debris a year debris now we will endanger active satellites and the while also assuring that all future satellites have the means reference is for promotional to deorbit, even in the case of an anomaly, will improve long-term orbital sustainability and ensure safety of future collateral only. satellite operations. Astroscale is developing two main There are millions of pieces of debris in product families to address these concerns: orbit that are too small to be tracked. There are currently End-of-Life (EoL) – satellites will be prepared before launch over 29,000 pieces with a docking mechanism that will allow for eventual of space debris over removal from orbit. Targeting satellites between 150kg If you are in any doubt how 10cm in diameter being tracked. to 500kg, this “semi-cooperative” solution incorporates rendezvous and proximity operations technologies for to place the logotype, please target and approach and a magnetic capture mechanism. The primary customers for this service will be commercial contact the Excomm team for www.astroscale.com satellite operators. Active Debris Removal (ADR) – removing debris that is additional advice. currently in orbit requires a “non-cooperative” solution as this debris was not prepared for deorbit before launch. Astroscale will partner with national space agencies and international organizations to research and develop missions that incorporate innovative solutions for capture and removal of environmental critical debris from 500kg to several tons, such as rocket upper stages and defunct satellites that are already in orbit. The primary customers www.astroscale.com for this service will be Space Agencies.

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2.1 Primary (and Online) typeface 2.2 Secondary typeface

Typography plays an Gotham - Book Georgia can be used for Georgia - Regular important role in building a headlines, subheadings, strong and consistent brand. ABCDEFGHIJKLMNOPQRSTUVWXYZ captions and call to actions ABCDEFGHIJKLMNOPQRSTUVWXYZ and feature in any of the abcdefghijklmnopqurstuvwxyz Used properly, type colours within the primary 1234567890!@£$%^&*()_+[];’\,./ colour palette. 1234567890!@£$%^&*()_+[];’\,./ communications. This Aa Aa section features primary and Please note: there are lots secondary typefaces; their Gotham - Medium of di erent font companies Georgia - Bold variations and their rules and producing variations of guidance for usage. ABCDEFGHIJKLMNOPQRSTUVWXYZ typefaces. These may have ABCDEFGHIJKLMNOPQRSTUVWXYZ

When using the Gotham abcdefghijklmnopqurstuvwxyz or slightly di erent. Please abcdefghijklmnopqurstuvwxyz typeface within print 1234567890!@£$%^&*()_+[];’\,./ contact us using the details at applications, please ensure 1234567890!@£$%^&*()_+[];’\,./ Aa require assistance. Aa horizontal condensing is set to 96%. Gotham - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz Aa 1234567890!@£$%^&*()_+[];’\,./

Italic versions of the fonts shown above are also available and can be used to add emphasis or to add highlight to text. Italic versions of the fonts shown above are also available and can be used to add emphasis or to add highlight to text.

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2.3 In-house typeface for Word and Powerpoint 3.0 Colour palettes

Calibri can be used for body Calibri - Regular This section illustrates Astroscale’s primary and secondary copy, headlines, subheadings, colour palettes and their rules for usage. captions and call to actions ABCDEFGHIJKLMNOPQRSTUVWXYZ and feature in any of the abcdefghijklmnopqurstuvwxyz Please note that colours will vary on di erent screens, projectors and printed materials. This colours within the primary colour palette. Aa 1234567890!@£$%^&*()_+[];’\,./ Please note: there are lots Please contact the ExComm team if any assistance is required. of di erent font companies Calibri - Bold producing variations of typefaces. These may have ABCDEFGHIJKLMNOPQRSTUVWXYZ

or slightly di erent. Please abcdefghijklmnopqurstuvwxyz contact us using the details at 1234567890!@£$%^&*()_+[];’\,./ require assistance. Aa

Italic versions of the fonts shown above are also available and can be used to add emphasis or to add highlight to text.

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3.1 Primary colour palette 3.2 Secondary colour palette

There are four primary colours Astro Blue Astro Navy Astro Grey A secondary colour palette is Astro Red Astro Orange Astro Gold Astro Green for Astroscale which are used available to supplement the on all communications. primary colours.

To support the primary colour palette, gradients may be named these colours as: Astro used and it is proposed these Red, Orange, Gold and Astro are limited as shown here, to Green in these guidelines. provide a strong structure across the colour application. 100% 100% 100% 100% Pantone® standards are 100% 100% 100% 100% shown in the current editions of the pantone colour named these colours as: Astro publications. The colours shown here are not intended Grey in these guidelines. to match the pantone® 80% 60% 80% 60% 80% 60% 80% 60% colour standards. Pantone® 80% 60% 80% 60% 80% 60% 80% 60% Pantone® standards are shown in the current editions pantone inc. of the pantone colour publications. The colours shown here are not intended to match the pantone® 40% 20% 40% 20% 40% 20% 40% 20% 40% 20% 40% 20% 40% 20% 40% 20% colour standards. Pantone® CMY 83.30.22.5 CMY 100.81.47.56 CMY 0.0.0.100 CMY 0.0.14.63 CMY 0.100.71.0 CMY 0.76.100.23 CMY 0.20.100.34 CMY 53.0.86.52 pantone inc. RGB 50.132.166 RGB 1.35.60 RGB 0.0.0 RGB 128.127.116 RGB 229.36.59 RGB 190.83.28 RGB 193.160.30 RGB 68.105.61 Hex # 3284a6 Hex # 01233c Hex # 000000 Hex # 807f74 Hex # e5243b Hex # be531c Hex # c1a01e Hex # 44693d Pantone® 7460c Pantone® 289c Pantone® Pantone® WG10 Pantone® 199c Pantone® 167c Pantone® 7753c Pantone® 7743c

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4.0 Brand application 4.1 Letterhead & Business Card

Samples of brand application are shown in this section. This Astroscale’s A4 letterhead

layout and business card layout are displayed here.

• Letterhead & Business Card

• Brochure & Pull-up banner used is 120gsm smooth white uncoated paper printed in • Powerpoint template CMYK colour to one side.

• Website Please note: A template Dr Jason Forshaw MEng MS (Stanford) PhD CEng MIEEE SMAIAA European R&D Manager for the letterhead has been designed for online use. E : [email protected] T : +44 (0) 1235 395359 | M : +44 (0) 7801 257208 Please download from:

Business cards are provided through the local admin teams in each respective company. Please provide your details to your local admin teams. Astroscale Ltd Rutherford Appleton Laboratory

Harwell Didcot, OX11 0QX, UK www.astroscale.com

ASTROSCALE PTE. LTD. 7 Straits View, Marina One East Tower #05-01 Singapore 018936 Telephone: +65 6911-6978 Company Registration no.: 201312046C astroscale.com

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4.2 Brochure & Pull-up banner 4.3 Powerpoint template

All collateral, including A set of Powerpoint templates have been designed for be developed and designed presentation use. via the ExComm Team. An For the responsible example of our overview use of space Arial is the typeface to be Driven by a passion for space environmentalism, we are the used throughout. banners are displayed here. Slide templates The preferred system to use There are a selection of slide for these is the Barracuda 800 templates to choose from (WH321C-800A3) system. with or without imagery to Example shown uses the 800 The impact of space debris The technology (w) x 2280 (h) mm option. Our technology demonstration mission ELSA-d (End-of-Life Services by Astroscale) is create a focus on content, scheduled to be launched in early 2020 and will prove our capabilities in providing an end-to-end solution for space debris removal, including: www.astroscale.com Find and approach Satellite proximity operations Astroscale is partnering with Innovate UK For more information please branding elements. contact the ExComm team. The solution Astroscale is developing two product families: Capture Deorbit End-of-life (EoL)

will allow for eventual removal from in-orbit capture technology to enable

capture mechanism on the satellite as well as

Active debris removal (ADR) In-orbit servicing In 2018, Astroscale UK

Astroscale will

new facility will initially be the control center for Astroscale’s

For the responsible use of space astroscale www.astroscale.com astroscale_

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4.4 Website 5.0 Photography & imagery

As with all websites, content is ever changing and updating. of space and e ective design On the following page we have o ered guidance for sourcing and commissioning without complication. that will be synonymous with Astroscale.

Gotham is the only typeface used throughout the website including all sibling (sub) pages.

The Astroscale website has been designed and developed to support the companies ethos of technological acievement. www.astroscale.com

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5.1 Style and size 6.0 Contact

Style - Wherever possible, For further information and assistance, please contact the relevant people detailed below: communications should lead with a ‘hero’ image. They Astroscale Singapore Pte Ltd should engage and inspire Nicole Polii : Administration Manager the reader/user whilst still communicating a professional 7 Straits View #05-01 | Marina One East Tower | Singapore 018936 Tel: +65 6911 6978 Size - Original images should Mobile: +65 8111 2660 be as large as possible to allow for close-cropping. Every Astroscale Holdings Inc / Astroscale Japan Inc image must be at 300dpi Chie Noguchi : PR/Communication Manager at actual size when used for print. Tel: +81 3 6658 8175 Checklist - All images should: Mobile: +81 80 4148 4378 • be natural, not posed • be interesting crops with Astroscale Ltd PR/Communication Manager • be high quality, business Harwell Innovation Centre | Building R173 | Curie Avenue focussed, clean and bright • be free of clutter Oxfordshire | OX11 0QG | United Kingdom Where possible, we try to use Tel: +44 1235 395 359 real life images of sta , rather Mobile: +44 7867 490237 than bought posed shots.

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6.0 Contact

For further information and assistance, please contact the relevant people detailed below:

Astroscale U.S. Inc Dave Hebert: Director of Communications 1401 Lawrence St | Ste 1600 | Denver CO 80202 Tel: +1 720 290 5452 Mobile: +1 202 744 8127

Astroscale Israel Ltd Faye Lichter: Administration Manager 132 Manahem Begin | St. Azrieli Center 5 | 27th Floor | Tel Aviv Israel 6701101 Tel: +972 73 780 3505 Mobile: +972 50 974 0452

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