2019 INTERSTATE BRAND GUIDELINES This Is Interstate

2019 INTERSTATE BRAND GUIDELINES This is Interstate. LOGO

PMS 368 PMS 485 CMYK: 65, 0, 100, 0 CMYK: 0, 100, 95, 0 RGB: 98, 187, 70 RGB: 237, 28, 41 #62BB46 #ED1C29

Rich Black Black CMYK: 60, 40, 40, 100 CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 RGB: 0, 0, 0 #000000 #000000 PRIMARY LOGO CLEARSPACE

Keep a clear area around the logo equal to the height of “Interstate Batteries.” The words, “Interstate Batteries,” should be in the center, following the rule of thirds. This means that the space above, below and on each side is equal to the height of the words, “Interstate Batteries,” which includes the red outline. Apply this rule to type and imagery, but not backgrounds.

ONLINE LOGO USAGE

Online, the logo should be no smaller tha 125 pixels wide. If it must Minimum size for online is 125 pixels at go smaller, don’t go less than 65 pixels wide and remove the tagline. 72 ppi from guideline to guideline. PRIMARY LOGO USAGE

Color Logo on White Background Color Logo on Green Background One-Color Logo on Light Background

One-Color Logo on Dark Background Color Logo on Light Image Background Color Logo on Dark Image Background ALTERNATIVE LOGO USAGE

Only used when the primary logo is present on the same medium. Registered mark (®) is applicable when needed.

Alternative logo usage to be approved by brand manager.

Primary Logo type Full Logotype SUB-BRAND & PARTNER LOGO USAGE

Below are permitted uses of the Interstate identity in conjunction with a sub-brand or partnership.

All Battery Center Logo Joe Gibbs Racing Logo Interstate Batteries Racing Logo Team Interstate Race Car (Must have JGR approval for use, Numbers Logo consult brand team)

IBS Recycling ALL BATTERIES CENTER LOGO DO’S AND DON’T

INAPPROPRIATE USE

Never float the logo over a busy background or do any of the following: ALL BATTERIES CENTER LOGO USAGE WITH COUPON

ABC LOGO USAGE WITH COUPON

This modified version of the Interstate All Battery Center logo is used only in coupons. PRINT BRAND COLORS WEB BRAND COLORS

Some colors are not represented and are only used for hover, click actions, etc. Refer to web team for complete web colors. COLOR GRADIENTS

RGB & HEX code gradients to be used for all digital and web work.

MTP Gold Gradient

RGB: 215,195, 128 RGB: 176,146, 71 #D7C380 #B09247

MTX Platinum Gradient

RGB: 207, 209, 210 RGB: 169, 171,173 #CFD1D2 #A9ABAD

Green Gradient

FONT USAGE TAGLINE USAGE & RULES

ALWAYS USE TAGLINE UNLESS SPACE PROHIBITS USE.

Do not use “Outrageously Dependable” in Do not use the word “outrageously” “Outrageously Dependable” cannot be copy, outside of the tagline. separate of the tagline. Cannot be used with modified, and it should always carry the ® other words in copy. on first reference. TONE

We are Bold, not Cocky

We are Approachable, not Harsh TONE OF VOICE We are Witty, not Slapstick The Interstate Batteries tone is a direct representation of the brand. It is the voice of our story and the expression of our values. Our tone We are Credible, not Technical should be relatable but authoritative. Something people can read and understand we are a leader without us saying it. And it must be We are Honest, not Fake consistent and intentional as we embark on the journey of solidifying our message in the heart and minds of our audiences. We are Lighthearted, not Serious

We are Empathetic, not Insensitive

We are Relevant, not Outdated

ICONOGRAPHY

A simplified representation of The Bolt found in the Interstate Batteries logo. To be used primarily as a design element i.e., backgrounds, windows for product, etc.

The positive and negative icons are to be used as a smaller design element when visual interest is needed i.e., as a bullet point, page break, etc.

CATEGORY ICONS

Icons to be used primarily when describing or showcasing our broad array of product categories. All icon colors can be changed to an approved Interstate Batteries brand color, i.e. green, silver, gold, platinum. PHOTOGRAPHY PHOTOGRAPHY PHOTOGRAPHY

At times, an all green treatment of photography may be appropriate. To create this effect, simply follow the process outlined below:

1. CREATE A FILL LAYER USING INTERSTATE GREEN

2. INSERT A PHOTO AS A LAYER ABOVE THE GREEN LAYER

3. DESATURATE THE PHOTO LAYER

4. ADJUST THE OPACITY OF THE PHOTO LAYER

5. CHANGE THE BLENDING MODE TO OVERLAY

6. EXPORT TO DESIRED FILE FORMAT VIDEO

In order to create dynamic video for the Interstate brand, the proper utilization of elements in this brand guide will be key.

COLORING

In order to highlight a piece of footage or to create a dynamic background element, utilize the green colorization effect used on photography.

TITLE CARDS

The headline treatment using Refrigerator Deluxe is recommended for any title or art card sequences.

LOWER THIRDS

Fields or bands of the Interstate Green and Gold colors can be used to create a space for simple typographic elements like titles, event names, etc.

ICONOGRAPHY

The bolt, positive/negative, and category icons can be used in their flat state or a 3D state to create simple motion graphics to add visual interest to your video. CO-BRANDING APPAREL RULES & LEGAL

REGISTERED TRADEMARKS COPYRIGHTS

Use the appropriate trademark symbol on the first reference in headlines, ©2019 Interstate Batteries subheads and body copy for all these company names, taglines and slogans. For Latin America INTERSTATE® ©2019 Todos los derechos reservados. Interstate Batteries. INTERSTATE BATTERIES® For material to be used internally/international Distributors OUTRAGEOUSLY DEPENDABLE® ©2019 All Rights Reserved. Interstate Batteries. Information contained is INTERSTATE ALL BATTERY CENTER® confidential and proprietary. Any reproduction without express written consent is prohibited. INTERSTATE ADVANTAGE™ ©2019 Todos los derechos reservados. Interstate Batteries. La información aquí contenida es confidencial y sujeta a derechos de autor. Cualquier reproducción realizada sin consentimiento expreso y por escrito está prohibida.

Joe Gibbs Racing: Charlie Brim must get approval from JGR before anything is used. Use only the trademarks that apply and remove ones that do not.

Full version ©2019 Interstate Batteries. Kyle Busch®, No. 18®, M&M’s®, Denny Hamlin®, No. 11®, FedEx®, Matt Kenseth®, No. 20®, Dollar General®, DEWALT®, Carl Edwards®, No. 19®, ARRIS® and STANLEY® licensed under authority of Joe Gibbs Racing, Huntersville, N.C. Toyota trademarks used with permission.