BRANDING GUIDELINES INTENTIONALLY BLANK BRANDING GUIDELINES

Deist Industries Inc. Marketing Department MK-300-V01 INTENTIONALLY BLANK BRANDING GUIDELINES The Deist™ Industries Inc division brand guidelines exists to ensure everyone communicates the Switch-N-Go® brand with the same engineering precision of the products Deist™ divisions fabricate.

Color & Typography 2 Typography & Color Mediums 8 Color Anatomy 2 Logo & Brand 10 Primary Colors 2 Logo Varations 10 Accent Colors 2 Logo Format Usage 11 External Safety Colors 3 Logo Misuses 12 Color Pairing 4 Brand Underlying Imagery 14 Supportive Typography 6 Why do we need these guidelines? 16 Typography & Imagery 7

1 Color & Typography Color Anatomy Within the Deist™ Industries divisions each brand carries the “Red Deist™ diamond” developed from the “diced” diamond letterform “I”, in Deist™ logotype, utilizes the red diamond behind the brand name Switch-N-Go®.

Red Diamond Bucks Red

Logotype Bright True Primary Colors The three primary color for Switch-N-Go® brand are Bucks Red, Bright Yellow (109C) and Rich Black.

Bucks Red Bright Yellow Rich Black Pantone Yellow U RGB | 218 41 28 RGB | 255 232 0 RGB | 0 0 0 CMYK | 0 95 100 4 CMYK | 0 0 93 0 CMYK | 75 68 67 90 HEX | E21A23 HEX | FFE800 HEX | 000000

Color Guide: Color Guide: Color Guide: Power, Bold, Excitement,Energy, Optimism, Clarity, Warmth, Formatily, Strength, Authority, Determination, Desire Transportation, Stimulation, Contained, Comfort Accent Colors The three accent color are to be used in support of the primary color or substituted when color is prohibited.

Steel Metallic Rock Charcoal Cool Grey 7 C Pantone 427 C Pantone 419 C RGB | 151 153 155 RGB | 208 211 212 RGB | 33 35 34 CMYK | 20 14 12 40 CMYK | 7 3 6 8 CMYK | 86 70 69 95 HEX | 97999B HEX | D0D3D4 HEX | 212322

2 External Safety Colors We have included the standard safety labels into the guidelines, as these will support proper color management of safety labels.

Bright Red Safety Orange Yellow Pantone 485C Pantone 152 C Pantone 109 C RGB | 218 41 28 RGB | 229 114 0 RGB | 255 232 0 CMYK | 0 95 100 0 CMYK | 0 66 100 0 CMYK | 0 0 93 0 HEX | DA291C HEX | E57200 HEX | FFE800

Blue Green Purple Pantone 2945 C Pantone 3415 C Pantone 258 RGB | 255 232 0 RGB | 0 119 73 RGB | 140 71 153 CMYK | 0 0 93 0 CMYK | 97 10 86 18 CMYK | 51 79 0 0 HEX | FFE800 HEX | 007749 HEX | 8C4799

3 Color Pairing Switch-N-Go® primary colors are strong in their psychology and visual perceptions, as such should not compete with other primary brand colors or any other non-brand colors directly.

Bright Metallic White  Red Silver

Bright Steel Grey Rock Charcoal  Red

Rich Bright Bright  Black Red Yellow

Bright Bright Rock  Red Yellow Charcoal

White Bright Metallic  Yellow Silver

Non-brand colors Bright Rock  Yellow Charcoal ETC

4 INTENTIONALLY BLANK Supportive Typography Switch-N-Go® uses the typefaces Gotham and Din for all its collateral materials or messaging when available.

• Gotham | Font Usage: headers, action buttons, captions, body copy Font Weights: Thin Extra Light Light Book Medium Bold Black Ultra Acceptable Substitutions Fonts: Helvetica Neue or Arial

HEADERS CAPTIONS STATEMENT/MESSAGE ACTION BUTTONS Body copy

• Din | Font Usage: sub-headers, condensed-headers, call-to-actions, outline copy Font Weights: Light Medium Bold Black Acceptable Substitutions: Helvetica Condensed or Arial Narrow SUBHEADERs CONDENSED HEADERS CALL-TO-ACTIONS Outline copy

6 Typography & Imagery With typography on a variety of image or mediums, clarity is key to properly displaying both the image/medium and the message communicated. Below are examples of visual best practices of typography on imagery.

• Extra Vertical ONE HOIST SYSTEM WITH Space A FLEET OF POSSIBILITIES Light Background Dark Typography

• Extra Horizontal WORK SMARTER, Space NOT HARDER Dark Background White Typography

• Knockout or Overlay WANT TO EXPAND YOUR Color Image Overlay BUSINESS? White/Silver Typograph LET’S TALK

• Overtop or Patterned Silver Pattern ONE TRUCK Black Typograph MULTIPLE BODIES, INFINITE POSSIBILITIES

• Banner or Striped LEARN THE ADVANTAGES OF A Color Banner DETACHABLE TRUCK BODY White Typograph HOIST SYSTEM

7 Typography & Color Mediums Below is some of the ”DO’s”, or trusted typography, that ensure legibility & clarity across mediums and imagery.   WORK SMARTER, ONE HOIST SYSTEM WITH A FLEET NOT HARDER OF POSSIBILITIES With a variety of detachable truck bodies With a variety of detachable truck bodies

  WORK SMARTER, ONE TRUCK MULTIPLE BODIES NOT HARDER INFINITE POSSIBILITIES With a variety of detachable truck bodies With a variety of detachable truck bodies

  LET’S TALK ONE TRUCK Talk with a local distributor/dealer about MULTIPLE BODIES opportunities available INFINITE POSSIBILITIES With a variety of detachable truck bodies

8 Below are “DON’TS”, or untrusted typography, that result in straining to read or ill-legible across mediums or images. Logo & Brand   WORK SMARTER, ONE TRUCK MULTIPLE BODIES NOT HARDER INFINITE POSSIBILITIES With a variety of detachable truck bodies With a variety of detachable truck bodies

  WORK SMARTER, ONE HOIST SYSTEM WITH A FLEET NOT HARDER OF POSSIBILITIES With a variety of detachable truck bodies With a variety of detachable truck bodies

  LET’S TALK ONE TRUCK Talk with a local distributor/dealer about MULTIPLE BODIES opportunities available INFINITE POSSIBILITIES With a variety of detachable truck bodies

9 Logo Varations Switch-N-Go® has two logo varations that translate well on complex mediums, textures or imagery. • Primary logos | three color logotype with and without tagline • Secondary logos | single color as either black or white

Logotype & Tagline Logotype Only

Logotype & Tagline Usage Single Color Logotype Black Single Color Logotype White The logotype is accompanied by a tagline under the right side. This tagline is small and more delicate and, as such, the logo with tagline cannot be printed The registered trademark (®) is to always be present in the {upper right after of or digitally smaller than: the last letter “ O”} on the logo/text version unless textures or surfaces prohibit Inches | 4.25" x 1.25" small details letterforms. Centimeters | 10.795cm x 3.175cm ® Pixels72ppi | 306pixels x 90pixels

When placing the Switch-N-Go® logo on a medium, ensure the logo has equal ratio of spacing around the logo represented by the center {H} around the logotype.

10 Logo Format Usage Switch-N-Go® logotype is constructed as full phrase, which does not have a shorten expression, or condensed icon, so clarity and legibility is key, below you will find the minimum sizes of each logotype:

53 POINT SIZE

1.25"

5 POINT SIZE 4.25" Logotype & Tagline Usage The logotype is accompanied by a tagline under the right side. This tagline is small and more delicate and, as such, the logo with tagline cannot be printed or digitally smaller than: Inches | 4.25" x 1.25" Centimeters | 10.795cm x 3.175cm Pixels72ppi | 306pixels x 90pixels

12 POINT SIZE Single Logotype Usage The logotype without tagline cannot be printed or 0.30" digitally smaller than:

1.2 POINT SIZE Inches | 1" x 0.3" 1" Centimeters | 2.54cm x 0.762cm Pixels72ppi | 72pixels x 21pixels Simple Logotype Usage The logotype without tagline or registration 6 POINT SIZE tradesmark can only printed or digitally at this range: 0.15" Inches | 1" x .3" — 0.5" x .15" .5" Centimeters | 2.54cm x 0.762cm —1.27cm x 0.381cm Pixels72ppi | 72pixels x 21pixels —36pixels x 11pixels

11 Logo Misuses Switch-N-Go® logomark was created with the height being 340% times the width. Below you find the approved and unapproved varations of the logotype, showing the logo is not to be stretched, skewed, outdated, distorted, spliced, blurred, abbreviated, miscolored or altered in any way. DO’S    DON’TS  

™

 DET ACHABLE TRUCK  BODY S YSTEM      

12 INTENTIONALLY BLANK

13 Brand Underlying Imagery Below are “DO’S”, or approved underlying imagery or colors mediums, beneath the logotype to be easily read or have vivid color or contrast.  

 

 

14 Below are “DON’TS” or untrusted underlying imagery or color mediums, beneath the logotype that result in straining to read or ill-legible across mediums or images.  

 

 

15 Why do we need these guidelines? To preserve the Switch-N-Go® brand, it is essential that everyone uses the guidelines properly as these guidelines set the standards that allow us to maintain a consistent and strong presence within the marketplace.

Switch-N-Go® is is proud division of Deist™ Industries grant each brand a unique identity that distinguishes itself from any of its competitors, partnerships or other Deist™ divisions.

Using these practices we want the brand presence to be memorable with consistant logos, fonts, colors, or imagery. This will make Switch-N-Go® instantly recognizable and memorable for clear sense of quality, reliability and integrity.

16 INTENTIONALLY BLANK If you are having an queries about applying this standards, please contact us at

Marketing Department Deist™ Industries Inc. [email protected] 888 311 0867 INTENTIONALLY BLANK Switch-N-Go.com • 888-311-0867 3550 Perry Highway Hadley, Pennsylvania 16130