Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. CORPORATE STYLE GUIDE Identity and Brand Standards August 2012 TABLE OF CONTENTS THE Boart LONGYEAR BRAND Brand Guide Overview 5 Product Packaging 73 Brand Guide Overview 5 Approval Process 7 Product Labels 74 The masterbrand represents safety, expertise, reliability and Development Support 7 innovation. And although these core attributes have remained Approval Levels 7 Equipment Identification 77 Logo 11 unchanged, the symbol which represents them has evolved to reflect significant evolution in the company’s history. Logo 11 Color 19 Logo Usage & Formats 12 Facility Signage 89 Preferred Logo 13 Facility Signage 90 Typography 23 The corporate style guide is available at: Single Stack 13 Wayfinding 93 Triple Stack 14 Standard Flag / Banner Flag 94 www.BoartLongyear.com/brand Messaging 27 Spinner 15 Spinner Block 15 Electronic Media 97 For situations not documented here please contact: Incorrect Usage 16 Photography & Illustration 31 [email protected] Public Website 98 The Underground 99 Color 19 Mobile App 100 Collateral 37 Palettes & Production Values 20 Drillers Connect 101 Corporate Colors 20 Promotional Items 45 Social Media 103 Typography 23 Tradeshows 51 Public Relations 107 Presentation Material 57 Messaging 27 Press and PR Contacts 108 Master & Support Messages 28 Messaging Guidelines 28 Correspondence 61 Product, Safety, Service Messaging Examples 29 and Hazard Alerts 111 Personal Identification 69 Photography Alert Process 112 Product Alerts 112 Packaging 73 & Illustration 31 Safety Alerts 113 Photography 32 Service Alerts 113 Hazard Alerts 113 Equipment Identification 77 Illustration 35 Alert Format 114 Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. Collateral 37 Facility Signage 89 Brochure Guidelines 38 Distributor & Business Advertising Guidelines 41 Partner Guidelines 117 Electronic Media 97 Using Logos, Marks & Trademarks 118 Promotional Items 45 Cobranding 118 Social Media 103 Creating New Materials 119 Hard Hats & Baseball Caps 46 Use of the Boart Longyear Name 119 Golf Shirts & Other Items 47 Tradeshow Guidelines 119 Public Relations 107 Tradeshows 51 Legal 123 Product, Safety, Service, and Hazard Alerts 111 Trademark Policy 124 Presentation Material 57 Trademarks List 129 Distributor & Business Contact 130 Partner Guidelines 117 Correspondence 61 Letterhead 62 Legal 123 Fax 64 Personnel Announcement 65 Envelopes 66 Contact 130 Personal Identification 69 Business Cards 70 E-mail Auto-signatures 71 Copyright © 2012 Boart Longyear. All rights reserved. Brand GUIDE OVERVIEW The Boart Longyear brand is more than a logo, a color, or a typeface; it is the total experience a customer has with the company. For that reason, it is critical to maintain consistency in all customer interactions, from products and catalogs to tradeshows and employee contact. The consistent use of brand elements, as defined in this guide, work together to build recognition and equity in the Boart Longyear brand. Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. 4 Contact a member of the Marketing team for Specifically, all materials used in advertising, BRAND OVERVIEW advice and guidance on any aspect of these WHY FOLLOW THIS catalogs, direct mail, tradeshows, video guidelines, or for approval to use the corporate production, collateral, web content, logo in any way that is not covered within PowerPoint™ templates, facilities signage and This Corporate Brand Style Guide serves as a these guidelines. structured systeM? vehicle labeling and identification, must be resource to help all employees: approved by the Marketing department before implementation. See the Approval Levels table Note that All Boart Longyear communication By working within a structured system below. • Appropriately position the Boart Longyear materials using the corporate logo must be to develop marketing materials, brand proofread and approved by the Marketing Boart Longyear can: • Convey company strengths with consistent team before final production. For approvals, contact the Marketing and well-defined collateral • Create a consistent brand image department at: • Enable clear and simple business • Build awareness of promotional gaps and communications [email protected] stop unnecessary material being produced • Maximize the value of brand assets [email protected] (saving time and money) • Provide a uniform brand strategy for +1 801-972-6430 • Avoid duplication of material in different migrating acquired brands to Boart Longyear +1 800-453-8740 (from US or Canada) regions standards • Continually update and improve literature • Promote Boart Longyear as a unified group, as opposed to individually branded businesses or divisions DEVELOPMENT Support All rights reserved. Copyright © 2012 Boart Longyear. Although some rules presented in this guide are fixed, they are not intended to be limiting. There is scope for creative expression ApproVAL Process For support in the development of marketing within the context of the guidelines, provided materials, including advertisements, catalogs, direct mail, tradeshow elements, collateral, consistency and simplicity are maintained. All Boart Longyear marketing and branding etc., please contact the Marketing department: communications must be approved by the Marketing department [email protected] before use. Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. MARKETING - ApproVAL LEVELS Brand Council Global Marketing Regional Manager Design Templates Logo Usage Regional Presentations Copyright Usage Font Usage Sales Patent Usage Color Usage Correspondence Web Design Advertising Catalogs Direct Mail Direct Manager Tradeshows General Presentations Photography Video Production Collateral Web Content PowerPoint Templates 6 7 1890 1974 1994 1995 First diamond core hole is Boart International Acquires SDS & Boart Longyear drilled by Edmund J. Longyear acquires 100% of North Star formally merge in northern Minnesota 1958 Longyear Company Develops the wireline drilling system 1960s 2006 1912 Develops Acquires NWD, First international drilling Longyear Drills Drillcorp, KWL, project conducted in Cuba for the Apollo 1986 Prosonic and Acquires Morrisette, project Grimwood Davies Canada 1890 1936 1980 2005 2008 All rights reserved. Copyright © 2012 Boart Longyear. E. J. Longyear “Longyear” Participates in the discovery Developed impregnated Boart Longyear sold by Acquires Company is formed, providing of the Falconbridge nickel bit technology Anglo American Eklund Drilling, contract drilling services deposits at Sudbury Britton Brothers, 1981 2007 and Aqua Drilling Acquires Lang, USA Acquires Connors Argentina & Chile 2008 Boart Longyear debuts on the Australian Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. Stock Exchange as one of the largest IPOs in Australian history 8 9 LOGO The Boart Longyear logo is one of the company’s most valuable assets. Its value increases as it is used properly and consistently in identifying the company. It unites the company’s regions and divisions under one global umbrella. By providing a uniform logo wherever visual identification occurs, it projects the quality that Boart Longyear has come to represent. The logo is the core element of visual identity. It should be seen on everything from vehicle identification to advertisements to promotional materials. Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. 10 LOGO USAGE & FORMATS Masterbrand FORMat: PREFERRED LOGO The logo should always be used as downloaded and never recreated. There are no approved The most commonly used format of the masterbrand signature is the double-stack linear format. The modifications to the logo. The logo should always bear the trade mark symbol TM/™. masterbrand always appears in a set size and position on all our communications. The logo is available in EPS, JPG, PNG and GIF format. The appropriate artwork format should be used on the requirements of the situation. Where possible, file formats should preferably be used as follows: • EPS: All professionally printed applications • JPG: Microsoft programs, online usage • PNG: Online usage • GIF: Online usage t Note This format Logo files are available for download from The Underground or can be requested from is based on [email protected]. a common measurement of “X” that is equal to 1/3 of the vertical height of the All rights reserved. Copyright © 2012 Boart Longyear. symbol. The logo consists of two elements: the spinner and the corporate logotype. It should not be redrawn, digitally manipulated or altered. It must always be reproduced from a digital master reference. The trademark symbol (™) should be used in all logo applications, without fail. The only exception when the spinner appears by itself, then the reigstered mark (®) should be used. Copyright © 2012 Boart Longyear. All rights reserved. Copyright © 2012 Boart Longyear. Masterbrand FORMat: SINGLE-STACK In order to maximize its visual presence, the logo requires a surrounding area clear of any other The secondary signatures are only to be used when the primary signature will not fit well within a graphic elements or text. The exclusion