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CORPORATE IDENTITY GUIDELINES Rev CORPORATE IDENTITY GUIDELINES Rev. October 2016 CONTENTS Table of Contents ABOUT THESE GUIDELINES These guidelines include information for your development of branded materials . Contained within this document are brand strategy, brand design, co-branding, promotional/technical material, special applications and packaging information . For trade shows consult the Tradeshow Guidelines document . For instruments consult the Instrument Identity Guidelines document . Welcome . iv Headline Box and Introduction Headlines . 2-42 Sign-off . 2-44 BRAND STRATEGY Using Trademarks and Service Marks . 2-45 Brand Positioning . 1-2 Paper Stock . 2-47 Tag Line . 1-3 Corporate Stationery . 2-48 Brand Model . 1-4 Brand Architecture . 1-5 CO-BRANDING Communications Strategy . 1-6 Co-branding . 3-2 Building a Value Proposition . 1-7 Internal Co-branding . 3-3 Brand Voice . 1-9 PerkinElmer Acquisitions . 3-4 Brand Voice Evaluation Tree . 1-13 External Distributors/Dealers and Collaborators . 3-5 BRAND DESIGN PROMOTIONAL MATERIALS SPECIFICATIONS Introduction . 2-2 Introduction . 4-2 Use of PerkinElmer Name . 2-3 Brochures . 4-5 Logo . 2-4 Application Guides . 4-17 Color . 2-12 Sell Sheets . 4-24 Typography . 2-20 Flyers . 4-31 Photography . 2-24 Direct Mail . 4-35 Video . 2-27 Print Advertising . 4-39 Illustration . 2-33 E-Marketing . 4-45 Product Visual Treatments . 2-34 Software Visual Treatments . 2-38 Technology Indicators . 2-40 Grid and White Space . 2-41 Corporate Identity Guidelines | PerkinElmer | ii CONTENTS Table of Contents, continued TECHNICAL MATERIALS SPECIFICATIONS PACKAGING Introduction . 5-2 Introduction . 7-2 Grids . 5-4 Packaging Types . 7-3 Layout Specifications–Set A . 5-7 Small Products . 7-4 Header Options–Set A . 5-11 Wrapped Products and Outer Shipping Boxes . 7-5 Layout Specifications–Set B . 5-16 Core Package Elements . 7-6 Header Options–Set B . 5-25 Packaging Artwork . 7-7 Posters . 5-31 Kit Box Packaging . 7-8 50B Box Packaging . .7-15 SPECIAL APPLICATIONS Introduction . 6-2 Special Applications . 6-3 Novelites . 6-4 Clothing and Uniforms . 6-5 Signage . .6-6 Exterior Monuments . 6-7 Illuminated/Non-Illuminated Wall Signs . 6-8 Exterior Directionals . 6-9 Exterior Regulatory Signage . 6-10 Exterior Door Vinyls . 6-11 Interior Identification . 6-12 Interior Directory . 6-13 Corporate Identity Guidelines | PerkinElmer | iii BRAND STRATEGY Corporate Identity Guidelines | PerkinElmer | 1-1 BRAND STRATEGY Brand Positioning BRAND POSITIONING Our brand positioning articulates who we are, what we do and, importantly, what differentiates us . It is meant to inform the way we conduct ourselves and communicate with our audiences (employees, customers, investors, etc .); however, it is not an outward-facing message and should never appear verbatim in external marketing communications materials . PerkinElmer Brand Positioning Statement In Action At PerkinElmer, we are committed to innovating for a healthier world. We are passionate about providing customers with an unmatched experience as they help solve critical issues, especially impacting the diagnostics, discovery and analytical solutions markets. Our innovative detection, imaging, informatics and service capabilities, combined with deep market knowledge and expertise, helps customers gain earlier and more accurate insights to improve lives and the world around us. Corporate Identity Guidelines | PerkinElmer | 1-2 BRAND STRATEGY Tag Line: “For the Better” BRAND POSITIONING The PerkinElmer tag line gives concise expression to our brand Translation positioning . An inspiring, optimistic phrase, “For the Better®” says “For the Better” may be translated if it is used in copy as that everything PerkinElmer does has purpose . We are engaged in part of a larger message that is translated . work that makes a meaningful difference in people’s lives and are focused on innovating for a healthier world . Brand Personality The PerkinElmer brand personality shapes the tone of our commu- Usage nications . Basically, serving as a filter, the key to how a piece should “For the Better” should be used strategically as a traditional tagline . feel . When creating marketing materials, refer to these attributes to Therefore, it is not recommended to use "For the Better" as promo- be sure that the work reflects them . tional messaging such as a headline or closing statement . The PerkinElmer brand personality attributes are: Within body copy “For the Better” should include a register mark® at first instance . The erkinElmerP logo art only includes the one ® at • Dynamic the end of the word Elmer . • Proactive • Engaging Corporate Identity Guidelines | PerkinElmer | 1-3 BRAND STRATEGY Brand Model: Master Brand BRAND MODEL PerkinElmer uses a Master Brand model which allows us to drive consistency and build equity across businesses, mitigate risk at the product level, leverage cost efficiencies and remain nimble within our business strategy . In practice, the master brand model is executed based on the following: • The PerkinElmer brand is always the lead and most prominent brand mark . • Sub-brands for initiatives, services or products, are permitted as secondary brands . Examples include, OneSource, ViaCord . • While permitted, sub-brands and co-brands may not be used independent of the PerkinElmer brand . Corporate Identity Guidelines | PerkinElmer | 1-4 BRAND STRATEGY Brand Architecture BRAND ARCHITECTURE The PerkinElmer brand architecture is tiered and flexible . The intent of our architecture is to ensure all com- munications support and are supported by each brand entry point: corporate, solutions/applications and product/technology . Regardless of where you enter the conversation with a target audience, the main mes- sage should be closely tied to the overall end benefits and tell a comprehensive story that builds the PerkinElmer brand . CORPORATE SOLUTIONS / APPLICATIONS PRODUCT / TECHNOLOGY • Represents our brand value on • Represents our brand value at the • Represents our brand value at the user a global scale market and customer application level performance level • Umbrella platform provides over • Bundling multifaceted offerings of • Offering distinct value propositions arching benefit and supports products, services and expertise based on user advantages/improvements solutions and product offerings . Corporate Identity Guidelines | PerkinElmer | 1-5 BRAND STRATEGY Communications Strategy COMMUNICATIONS STRATEGY Our overarching aim is to be recognized as a global leader that innovates for a healthier world . Integrated communications plans that incorporate multiple customer touch points provide an opportunity for PerkinElmer to build brand equity across the markets we serve as well as with investors and media . The PerkinElmer communications strategy is based on three brand entry points, that align with our brand architecture . Each brand entry point focuses on delivering messages relative to their respective benefits . The message drivers offer guidance for appropriate message development and foster the creation of customer relevant content that's founded in the value PerkinElmer provides . Corporate Message Driver Solutions / Applications Message Driver Product / Technology Message Driver Global value: We're innovating for a Market-related value: Lead message at the User performance value: Lead message at the healthier world: solutions level, is linked to the corporate level product level and is linked to the market Purpose: Lead message at the corporate message and supported by products/ outcome and supported by the corporate level . Supported by market outcomes and technology . level message . user outcomes messages . Ex . Earlier detection of disease; better Ex . New technology; faster, more accurate Ex . Healthier, cleaner, safer . drugs, faster; earlier detection of contami- instrument, higher throughput, improve nants; improve productivity/processes productivity/processes Corporate Identity Guidelines | PerkinElmer | 1-6 BRAND STRATEGY Building a Value Proposition MESSAGE DEVELOPMENT The value proposition is one of the most important elements 4 Key Characteristics to a Strong Value Proposition of creating a winning marketing plan . A Value Proposition is a Statement: clear statement of the tangible results a customer gets from using 1) Unique – it must not be owned by another company your products or services . It is outcome-focused and stresses the business value of your offering and what makes it different from 2) Focused – if you are everything to everyone, then you are the competition . The more specific your value proposition is, the nothing to anyone better . 3) Relevant – meaningful and long-lasting in the customer’s mind Elements of a Complete Value Proposition Statement 4) Credible – to be believable offering must deliver on the • Target Audience – Who am I targeting and what do they value proposition promise need or want? • Point of Difference – How do I differentiate myself from my competition in a meaningful way? • Support (data/metrics) – Why should my target audience believe that I’m different? What are my proof points? It is often helpful to assemble a group of key stakeholders to brain- NOTE: storm together to come up with a well-crafted Value Proposition and Please consult your Marketing Communications partner and the ‘Building A test a couple of options with the target audience . Getting it right is Value Proposition’ presentation and “Positioning & Messaging Framework” what is important not how fast the process is . 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