ELDON BRAND MANUAL VERSION 2.0 APRIL 2015 FOR INTERNAL USE

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1 ELDON BRAND MANUAL VERSION 2.0 APRIL 2015 FOR INTERNAL USE

2 ELDON BRAND MANUAL CONTENTS INTRODUCTION BRAND PLATFORM BRANDING ELDON THE ELDON BRAND PLATFORM VISUAL IDENTITY GUIDELINES I BASIC ELEMENTS SIGNATURE COLOURS GRAPHIC ELEMENTS TYPOGRAPHY TONE OF VOICE PHOTO DIRECTION INTRODUCING ELDON VISUAL IDENTITY GUIDELINES I APPLICATIONS STATIONERY SIGNAGE MARKETING COMMUNICATIONS 44

3 ELDON BRAND MANUAL INTRODUCTION 3 Introduction1.0

4 1.0 INTRODUCTION 4 A word from the Eldon President and CEO: This is Version 2.0 of our Brand Manual. Many positive things have happened within our company and there is a need to update our Brand Manual. As I have said before, Eldon is a powerful brand name. It reflects our desire to grow as a company that is totally driven by the needs of our customers, with a workforce that has the expertise, the right technology and the can-do commitment to deliver high-quality enclosure solutions. Building a powerful brand is an absolute necessity in today s ever more competitive, complex and demanding marketplace. A marketplace that is both global and local at the same time, where merely offering better products and services is not enough. Our only chance, as a company, to be successful is to ensure that our products and brand are wanted by our customers, who only choose us because they are convinced that they are getting better value for their money. Fredrik Wikström, President and CEO Eldon Group: It is essential to build awareness of the Eldon brand in the minds of all stakeholders. This is particularly true for Machine Builders who form a key target group. Many things determine how our customers feel about us, apart from the quality of our products. From the way we answer the phone to the look of our stationery and from how we handle complaints to the actual name of our company on letterheads, business cards, press releases or on-line media. The Eldon Brand Manual you are now reading contains information to help you and I continue to build a world-class brand in electrical and industrial enclosure systems. Over the coming pages, you will find information about the Eldon Brand Platform with hands-on guidance about how to further strengthen our Eldon Brand to achieve considerable market advantage. You will also find directions for the Eldon Visual Identity, which provide concrete, practical advice on producing marketing communication materials. The Visual Identity Guidelines are divided in two sections: Basic Elements Applications The Basic Elements section describes the key building blocks of the Eldon Visual Identity Guidelines and includes the Signature (Logotype + Symbol), the colours that are carried forward from previous visual identities, as well as the fonts to be used. The Applications section describes the most common applications of the Basic Elements. These include letterheads, business cards, brochures, ads, trade shows etc. THE VISUAL IDENTITY GUIDELINES: BASIC ELEMENTS APPLICATIONS The Eldon Visual Identity Guidelines are divided in two sections; Basic Elements and Applications.

5 1.0 INTRODUCTION 5 To achieve the maximum effect in your marketing and communications work, you must ensure that the Eldon Visual Identity is applied in a consistent way across the entire range of marketing and presentation materials from brochures to exhibitions stands to websites. Everyone working within Eldon communicates the brand on a daily basis in contact with customers, with colleagues, prospective employees, business partners, as well as with many other stakeholders. The Eldon Signature. These guidelines should therefore not only be applied just by marketing and communications people, but also by others such as administrative staff ordering stationery and human resource professionals creating recruitment advertisements. Basically, the Eldon Brand Manual is an absolutely vital rule book that will help us speak with a single voice and develop and sustain the Eldon Brand in a clean and clear way. Clarity, sense of purpose and consistency are the keys to successful brand management because this helps enhance the perception of Eldon and encourage customers and other stakeholders to make Eldon their first choice. Please also note that the Eldon Signature is a Trade Mark in a legal context. For more details about this, please refer to the Eldon Trade Mark Manual available with the Group Marketing Communication Manager. If you have questions about the Eldon Brand Manual, please contact the Eldon Group Marketing Communication Manager. Good luck in using the Eldon Brand Manual and in your continued efforts to further strengthen our position in all markets! Madrid, April 2015 Fredrik Wikström President and CEO, Eldon Group

6 ELDON BRAND MANUAL BRAND PLATFORM BRANDING ELDON THE ELDON BRAND PLATFORM 8 Brand Platform2.0

7 2.0 BRAND PLATFORM BRANDING ELDON The process of ensuring Eldon is known and viewed positively is called Branding. Branding means that all Eldon employees act and communicate in an agreed way, based on a set of guiding principles and values defined to set Eldon apart from the competition. The job is about making sure the Eldon Brand Image, which is the way Eldon s stakeholders actually perceive us and what we do in real life, is aligned with the Eldon Brand Identity, which is a description of how we want the Eldon Brand to be perceived (the brand identity is described in the Eldon Brand Platform). Why bother about branding? Well, consider this without brands, the marketplace would be very confusing. Imagine a world without brands and that you ve just run out of ketchup. You go to your local store where you are met by a wall of red bottles simply lettered with the word ketchup. Without brands, there would be no signals to illustrate the differences between the vast array of choices other than size and price. No name, no unique packaging, nothing! So which one do you choose, why and how? BRAND IMAGE Actual brand in the hearts and minds of our stakeholders BRAND IDENTITY Our desired brand; i.e. how Eldon wants the Eldon Brand to be perceived When the brand image matches the desired brand identity, the branding goal is achieved! Making a purchase quickly becomes an ordeal and re-ordering is next to impossible. Thankfully, we live in a world where consumers have a system for differentiating products and services, as well as tracking their experiences. Brands provide a method of classification, differentiation, and identification, which allows you, the consumer, to simplify your ketchup buying decisions. KETCHUP KETCHUP KETCHUP KETCHUP As you scan shelf after shelf of ketchup bottles, your brain subconsciously translates each brand signal: Bottle shape, label, name, logo, colour scheme and graphics. Suddenly, you recognise your preferred brand. Maybe it s Heinz. Or Felix. The branding has helped speed up your choice of supplier. Branding is clearly crucial for products and services sold in huge consumer markets. But, it s also a vital business-to-business tool to help companies stand out from their competition. It brings the competitive position and value proposition to life; it positions the brand in question as a certain something in the minds of existing and potential customers, as well as other stakeholders. In our case, the Eldon Brand must consistently and repeatedly tell potential and existing customers why they should buy Eldon.

8 2.0 BRAND PLATFORM THE ELDON BRAND PLATFORM The basis for building a brand is the brand identity. A brand identity can be described in many different ways, using numerous attributes in different dimensions. Often all dimensions are defined in what is called a brand platform. THIS IS THE ELDON BRAND PLATFORM The Signature The signature comprises the Eldon logotype (the name with the letters) and the symbol (the coloured squares) and is our identification, which should stand out and be used consistently on communication materials, packaging, as signage, etc. The Brand Category The Brand Category describes what the brand actually produces and/or which business it operates within. It s a generic classification of products or services. Similar and competing products (or services) all fall into the same brand category. Customers use categories to help them quickly find things. The Eldon Signature. The Eldon Brand Category: Enclosures, Enclosure Systems, Electrical Enclosures, Industrial Enclosures. The Brand Heritage A company s heritage is a crucial element in defining the brand since it conveys a long period of continuous development in all areas and shows that Eldon has been around for quite some time. A positive, relevant Brand Heritage instils trust and confidence among all stakeholders. The Eldon Brand Heritage: Swedish roots, with a history that dates back to Eldon was founded in 1922 in Nässjö, southern Sweden, as Elektro Ljus & Kraft (Electric Light & Power). The company sold electrical materials and radio apparatus, as well as electrical installations to the Swedish market. In 1948, after having developed an electrical connection box for stoves, the company started a manufacturing process in a new enterprise called Eldon. Steady expansion in both products and markets followed for many years and in 1963, the first acquisition was made with the purchase of the company s largest Swedish competitor. Eldon AB was introduced onto the Swedish stock exchange in 1974, where it remained until 1999, when it became a privately held company. Eldon is now an independent company in the enclosure business focused on launching new versions of its main product lines. Significant investments have been made in upgrading manufacturing equipment and processes to produce the new product ranges and to reduce costs by automating many areas of the manufacturing operations. It all started in 1922 in Nässjö, Sweden. Today, headquartered in Madrid, Spain.

9 2.0 BRAND PLATFORM 9 Brand Position Communication that set the brand apart from other brands in the marketplace is based on the desired Brand Position, which is made up of the key attributes we believe differentiate our brand from the competition. The Eldon Brand Position: High-quality, value-added enclosure solutions provider. THE ELDON BRAND PLATFORM MODEL: THE ELDON SIGNATURE The logotype and the symbol Why this position? Because quality in all product and all process dimensions is essential to further success in the market. All manufacturers strive for good quality, but Eldon should do its utmost to be even better in all aspects. Eldon does not offer the cheapest products on the market. This is our chosen strategy, but its consequence is that customers expect beyond any doubt both high quality and clear value for their money. BRAND CATEGORY The product/service area the brand is related to Added value not only means optimal functionality, easy assembly, a wide range of accessories and the like; it also means first-class support such as assembly service offerings, customization possibilities, on-time deliveries, and more. Moving Eldon towards where we want to be in people s minds is a never-ending process of effort and initiatives it is what our desired position is about: A high-quality, value-added enclosure solutions provider. BRAND HERITAGE Our roots and history create confidence in our capabilities Brand Values Our Brand Values effectively state: This is what we believe in and this is how we think our business should be run. Brand values offer an opportunity for brand differentiation and attract people whose values match those being projected by their chosen brand. Those people who are attracted to work for us at Eldon are proud to align themselves with these values, as are customers and other stakeholders. With corporate branding, where the company name is the brand name, there clearly must be similarity between the brand s and the organisation s values. BRAND PROMISE What the Eldon Brand stands for; what it represents Eldon Brand Values should be regarded as guiding stars that help set Eldon apart from the competition. They should guide all the actions, words and behaviour of everyone working for Eldon. By living up to these values, everyone within Eldon shows how they think the business should be run, and how the shared values help differentiate the brand. When a customer or other stakeholder is asked the question: What made you choose Eldon?, their answer should ideally correspond to Eldon s brand values. Achieving success is not just communicating the right words. You need to make the customer or other stakeholder feel and relate to Eldon as a result of what you do, how you behave and the messages you communicate. BRAND POSITION Our differentiating attributes in relation to our competitors the space in the market we occupy BRAND VALUES This is what we believe in, and this is how we think our business should be run

10 2.0 BRAND PLATFORM 10 The Eldon Brand Values are: Responsiveness Professionalism Commitment. What do these brand values mean to Eldon s stakeholders? 1. Responsiveness means that you respond swiftly to enquiries, you provide the information needed and, to ensure you understand correctly, you also ask for information and details. It s really about quality in the total interaction with customers and other target groups in the marketplace, as well as with all other related stakeholders. For example, someone applying for a job with Eldon should receive feedback swiftly; a customer asking for a price should get it easily; a support issue should be handled promptly. THE ELDON BRAND VALUES: RESPONSIVENESS PROFESSIONALISM COMMITMENT 2. Professionalism means that you act and communicate with courtesy and honesty, and that you provide real facts. You stick firmly to Eldon s offering, but you also do your best to meet customer requirements and ensure that Eldon capabilities are matched and lined-up in the best way possible to meet the requirements to the greatest extent possible. You should never over promise. In those situations where Eldon is not able to meet customer requirements, you should politely say NO and offer a relevant alternative. Professionalism also means that you should guide the customer and offer advice when needed. Quality is closely linked to professionalism, so all your actions should contribute to delivering the high quality that Eldon strives to achieve. 3. Commitment means that you stick to your promises and that everyone delivers on time with what is expected and agreed. It means boosting pro-activity when it comes to offering the best support as well as foreseeing and meeting future challenges that might jeopardise relationships with customers. In turn, best support means Eldon, as a company, plus all its workforce should be close to the market both physically and mentally. Eldon has sales offices, skilled sales people and technicians close to the customer, who speak their language, and who all demonstrate that they understand the customer s business and market situation. Corporate Social Responsibility Report Eldon Holding AB Finally, commitment means that everyone within Eldon shows loyalty to society as a whole and cares for the environment, both in internal processes, through products, and when delivering services. The general public, politicians, trade unions, and others, should all perceive Eldon as a socially responsible company (presented in Eldon s Corporate Social Responsibility Policy). All Eldon staff influences the Eldon Brand.

11 2.0 BRAND PLATFORM 11 The Brand Promise The Brand Promise is the focal point of the brand and summarises the identity. One of its key functions is to communicate with, and energise those inside the company. The one thing you need to remember as a guiding principle, if nothing else, is the Eldon Brand Promise, and let that guide you in your daily work with Eldon. THE ELDON BRAND PLATFORM: The Eldon Brand Promise: Easy to do business with. Our brand promise summarises Eldon s ambition to create a friction-free partnership. When the brand values are delivered in the customers minds, one desired result should be a feeling of satisfaction; Eldon is easy to do business with since they respond, they are professional, and they honour their commitments. Striving to achieve the goal of being Easy to do business with requires trained and motivated personnel who live the brand and who are empowered to act and take proactive decisions. It also requires a reliable and cost-effective supply chain, as well as solid IT systems and processes, all of which Eldon Management is committed to achieving by providing extensive coaching and support. Building the Eldon Brand The sole purpose of the Eldon Brand Platform is to ensure everyone within Eldon knows what we stand for, and that all of us work from the same brief and input to contribute to building our brand. It helps each and all of us tell our story consistently and with energy, regardless of how we are communicating, whether by phone, , our marketing tools or during face-to-face meetings with existing and new customers. Brand building requires consistency Our success in the very competitive marketplace calls for effective and convincing communication. Everything we do when reaching out to people all texts, images and design should always be in line with our Brand Platform and Visual Identity and be consistent. BRAND CATEGORY Enclosures, Enclosure Systems, Electrical Enclosures, Industrial Enclosures BRAND HERITAGE Swedish roots with a history dating back to 1922 BRAND PROMISE Easy to do business with Never hesitate to double-check and evaluate what you plan to communicate and how you want to do it. For example, a simple audit of a planned communication activity should take into consideration such factors as: Does it reflect our position as a supplier of high quality, value added enclosure solutions? Does it get across the fact we deliver functionality, easy assembly, a wide range of accessories, adaptation possibilities and on-time delivery? Does it reflect the Eldon Heritage, if that is relevant to the communication message? Does it reflect our Brand Values? BRAND POSITION Eldon is a high-quality, value-added, enclosure solutions provider! BRAND VALUES Responsiveness Professionalism Commitment

12 ELDON BRAND MANUAL VISUAL IDENTITY GUIDELINES I BASIC ELEMENTS SIGNATURE THE VERTICAL SIGNATURE ALTERNATIVE SIGNATURE THE HORIZONTAL SIGNATURE HOW TO USE THE SIGNATURE THE FREE ZONE COLOURS TONED COLOUR BACKGROUNDS GRAPHIC ELEMENTS THE ELDON GRAPHIC PATTERN THE ELDON COLOURED LINE TYPOGRAPHY THE MAIN ELDON FONT THE SECONDARY FONT TONE OF VOICE GENERAL DIRECTION SPELLING AND LANGUAGE PHOTO DIRECTION CORPORATE, GENERAL AND CASE STUDIES PRODUCT IMAGES INTRODUCING ELDON 25 Basic Elements3.0

13 3.0 BASIC ELEMENTS I SIGNATURE SIGNATURE The Eldon Signature comprises the Eldon Logotype and the Eldon Symbol made up of five quadrants. The quadrants symbolise enclosures, boxes, plus the fact that Eldon has a wide product range and serves a wide range of customer groups and industries. The logotype and symbol should never be separated. However, an alternative version does exist for certain applications, but the main signature is as shown below. Images available for download in MarCom Documents Library and the Intranet THE VERTICAL SIGNATURE This is the main Eldon Signature, called the Vertical Signature, with the main version being the one with five colours. THE VERTICAL SIGNATURE This is the main signature in full colour. It should be applied on a white background, unless otherwise specified. The Eldon Logotype The Eldon Symbol The Eldon Blue Vertical Signature When only one colour can be used for practical reasons, the Eldon Blue Signature should be used unless other limitations apply. The Eldon Black Vertical Signature When there are no colour options, the Eldon Black Signature should be used. The Eldon White or Inverted Vertical Signature When the signature is applied to a dark background, the white or inverted version should be used.

14 3.0 BASIC ELEMENTS I SIGNATURE ALTERNATIVE SIGNATURE THE HORIZONTAL SIGNATURE For certain applications, it will be difficult or almost impossible to use the Vertical Signature. One simple example is on spines of the product catalogue, another is when the signature is applied on a promotional item, such as a pen. The logotype and symbol should never be separated. Signatures available for download in MarCom Documents Library and the Intranet THE HORIZONTAL SIGNATURE This is the alternative signature in full colour. The Eldon Logotype The Eldon Symbol The Eldon Blue Horizontal Signature When only one colour can be used for practical reasons, the Eldon Blue Signature should be used unless other limitations apply. This is also the version to apply for internal applications. The Eldon Black Horizontal Signature When there are no colour options, the Eldon Black Signature should be used. The Eldon White or Inverted Horizontal Signature When the signature is applied to a dark background, the white or inverted version should be used.

15 3.0 BASIC ELEMENTS I SIGNATURE HOW TO USE THE SIGNATURE THE PROPORTIONS 4 X X The Eldon Logotype 5 X The Eldon Symbol The signature may not be cut, folded, expanded, condensed, or mistreated in any way. The proportion of the original version must be maintained. In addition, the signature should not be used in body copy only Eldon should be used in such cases. The logotype and symbol should always be used together to maximise the impact of the Eldon Signature THE FREE ZONE The signature should always be surrounded with free space, or have a Free Zone as the illustrations show. The free space should always be the same as the height of the logotype = (4 x). 4 X 4 X The Free Zone Vertical Signature 4 X 4 X 4 X 4 X 4 X The Free Zone Horizontal Signature 4 X 4 X 4 X

16 3.0 BASIC ELEMENTS I COLOURS COLOURS WHEN AND HOW TO USE COLOURS The colours chosen for the Eldon Symbol are standard colours available with any printer around the world. There are different colour blends available depending on what kind of material the colours will be applied to: These specifications are shown here next to the colour sample. Black, white and shades of these are used throughout all applications. PMS 100% offset printing Colour System CMYK A four colour blending comprising Cyan / Magenta / Yellow / Black RGB A three colour blending with Red / Yellow / Blue used for digital applications HTML A colour blending for web applications NCS A blending used for painting on steel, wood, etc. The Eldon Logotype in Eldon Blue The Eldon Symbol in all five colours Main corporate colour Eldon Blue PMS 2945 CMYK 100/60/0/0 RGB 29/92/165 HTML 1D5CA5 NCS S 3065-R90B Secondary colours Eldon Green Eldon Orange Eldon Red Eldon Yellow PMS 355 CMYK 85/0/85/10 RGB 0/150/57 HTML NCS S 2070-G10Y PMS 165 CMYK 0/60/100/0 RGB 255/103/31 HTML FF671F NCS S 0580-Y60R PMS 1797 CMYK 0/100/100/10 RGB 203/51/59 HTML CB333B NCS S 1080-Y90R PMS 122 CMYK 0/20/100/0 RGB 254/209/65 HTML FED141 NCS S 560-Y10R

17 3.0 BASIC ELEMENTS I COLOURS TONED COLOUR BACKGROUNDS HOW TO MIX THE COLOURS For the Eldon Graphic Elements, further described in the Applications section, a toned colour background is used, which is described here. The Eldon colours constitute the starting point. These can then be blended as described below. Main corporate toned colour background Eldon Toned Blue CMYK 100/60/0/50 80/40/0/0 RGB 0/47/108 0/114/206 HTML 002F6C 0072CE Secondary toned colour backgrounds Eldon Toned Green CMYK 100/15/100/40 85/0/85/10 RGB 33/87/50 0/150/57 HTML Eldon Toned Orange CMYK 5/80/100/10 0/60/100/0 RGB 190/83/28 255/103/31 HTML BE531C FF671F Eldon Toned Red CMYK 0/100/100/30 0/90/70/0 RGB 171/35/40 239/51/64 HTML AB2328 EF3340 Eldon Toned Yellow CMYK 0/40/100/10 0/20/100/0 RGB 204/138/0 254 /209/65 HTML CC8A00 FED141

18 3.0 BASIC ELEMENTS I GRAPHIC ELEMENTS GRAPHIC ELEMENTS To help enhance the visual impression of Eldon a Graphic Pattern and a Coloured Line has been created. Images available for download in MarCom Documents Library and the Intranet THE ELDON GRAPHIC PATTERN The Eldon Graphic Pattern is applied to the previously shown main corporate toned colour background. The following shows the development process which leads to the result at the end of this page. FROM SYMBOL TO PATTERN The Eldon Symbol in full colour is converted into the one colour version in blue from which the Symbol is developed into a toned graphic pattern which then links to the Symbol and Eldon Logotype. The Eldon Graphic Pattern The graphic pattern is then applied into the main corporate toned colour background, but made darker to ensure the pattern becomes visible on the toned colour background. No text should be applied on the graphic pattern. The pattern applied in a brochure as a graphic element. The pattern applied horizontally. The pattern applied vertically.

19 3.0 BASIC ELEMENTS I GRAPHIC ELEMENTS THE ELDON COLOURED LINE A five colour line made up of the Eldon Colours is applied in some stationery and electronic applications. It should only be used as shown in the applications in the Eldon Brand Manual. Images available for download in MarCom Documents Library and the Intranet FROM SYMBOL TO GRAPHIC ELEMENT The Eldon Symbol in full colour is converted into a five colour line, using the five Eldon Colours. The coloured line may exist in different lengths and should be thin. In this example the line is 1.5 points. This version of the coloured line is used on stationery, for example on business cards. In this example the line is 1 point. This version of the coloured line is used on stationery, for example on letterheads and other forms. In this example the line is 1.5 points. This version of the coloured line is used on the websites and on the Intranet.

20 3.0 BASIC ELEMENTS I TYPOGRAPHY TYPOGRAPHY OUR MAIN TYPEFACE THE MAIN ELDON FONT The fonts chosen for the Eldon Visual Identity constitute a very important element in the pallet of elements, which make up the visual impression of Eldon. The fonts should be applied consistently and no home made alternatives should be applied in Eldon materials and communications channels. The main Eldon font to be used is Helvetica Neue. It should be used whenever possible, also for captions in videos, for example. Helvetica Neue Helvetica Neue Helvetica Neue Helvetica Neue Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö Helvetica Neue Pro 75 Bold Helvetica Neue Pro 65 Medium Helvetica Neue Pro 55 Regular Helvetica Neue Pro 45 Light Helvetica Neue Pro 35 Thin The italic versions can be used for quotes and captions, or when it is of value to highlight something essential. ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö Helvetica Neue Helvetica Neue Helvetica Neue Medium Italic Helvetica Neue Regular Italic

21 3.0 BASIC ELEMENTS I TYPOGRAPHY THE SECONDARY FONT While Helvetica Neue is the main font chosen by Eldon, this font is normally not available as a standard font in PCs and Macs. Normally, only professional art directors, final art staff, printers and similar, purchase and install additional fonts. Within Eldon, it is basically only the Group Marketing Communication Team who will get involved in the production of brochures, catalogues, ads etc. so they have installed Helvetica Neue. However, this means that for standard applications such as note and letter paper, PowerPoint Presentations, announcements, forms etc. a standard font needs to be used. For this, the chosen font is Arial. Arial Arial Arial Arial Below are the standard Arial fonts available in your PC/Mac, which you should use in your normal daily applications: ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö Arial Bold ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö Arial Regular ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVW XYZÄÖ ,&%!? abcdefghijklmnopqrstuvwxyzäö Arial Italic

22 3.0 BASIC ELEMENTS I TONE OF VOICE TONE OF VOICE GENERAL STYLE FOR TEXTS GENERAL DIRECTION Written tone of voice is simply the personality of the Eldon Brand expressed through the written word. Tone of voice governs what you say in writing, and how you say it the content and style of textual communications, in any setting and in any medium. We Internally we may use We. Eldon works at the local level of customers by delivering them all the support necessary to help make them successful and profitable wherever they are using one or more of our products or services. This means that we must never be arrogant or dismissive, but rather be a professional, open-minded, helpful and listening partner who demonstrates consistently that we truly care about the relationship. Our key attributes that are reflected in our tone of voice are: 1. Professional 2. Friendly 3. Pride 4. Equality You Externally, we strive to talk directly to the reader or receiver and use You. Eldon is This means Eldon communication should be factual and to the point, using the correct terms and a proper language to be perceived as professional. In Press Releases and similar materials we refer to Eldon as third person, Eldon is... Eldon should convey a friendly tone, meaning that colleagues, customers, suppliers and other stakeholders should be treated with respect. Eldon is proud of its long heritage and success that has translated into the success of its customers. When new products are launched or new orders are landed, messages may well convey that Eldon s employees are proud of the success. You should never talk down to people, neither internally nor externally. Treat everyone equally, regardless of religion, colour, culture, gender or position, as an equal, in the same way you would want to be treated SPELLING AND LANGUAGE Eldon is always spelled out with an upper case E and lower case ldon in headlines (if the whole line is not in upper case) and body copy. The main Group language applied in master versions of English should be British English. When translated to your local language, ensure a professional translation is made.

23 3.0 BASIC ELEMENTS I PHOTO DIRECTION PHOTO DIRECTION WIKIPEDIA STATES: CORPORATE, GENERAL AND CASE STUDIES Images make up an important part of the overall visual impression of a brand and the company behind it. The adage A picture is worth a thousand words supports this, as does the fact that a lot of information can be delivered in an image. Thus, it is essential you work seriously at obtaining and using images that maintain the high standards of Eldon. Such images should reflect the Eldon business and the brand values. They should be contemporary and convey a positive impression. Eldon images should to the greatest extent possible include people, the business and products in harmony, in a natural set up. Pure product images may concentrate on the product itself. Image quality must be high, to reflect Eldon s high quality standards, which means professional photography is highly recommended. A picture is worth a thousand words refers to the notion that a complex idea can be conveyed with just a single still image. It also aptly characterises one of the main goals of visualisation, namely making it possible to absorb large amounts of data quickly. Some examples of the style and direction Eldon is striving to achieve:

24 3.0 BASIC ELEMENTS I PHOTO DIRECTION PRODUCT IMAGES What is said for Corporate, General and Case Study images also goes for product images in terms of representation of the Eldon Brand. However, for product images, focus and clarity of the actual product is essential. The Group Marketing Communication Team is now gradually creating rendered images of all products, which is the preferred style.

25 3.0 BASIC ELEMENTS I INTRODUCING ELDON INTRODUCING ELDON To introduce Eldon in various situations, two standard texts may be used. The short version is called Elevator Pitch, which builds on the notion that it takes about 30 seconds to move from one floor to another in an elevator and that the presenter should be able to describe the company and its offering during such a ride. The Boiler Plate is a longer text normally applied in ads, such as recruitment ads, or external announcements. You may use the longer version in verbal presentations as well. In addition to the Elevator Pitch and the Boiler Plate, we also have a Tag Line which summarises what everyone at Eldon strives for, namely customer satisfaction leading to many loyal, repeat customers. It is supposed to be used in materials and at trade shows etc. where there is space for an additional short statement. The Eldon Tag Line: Eldon. Enclosure solutions for you. In cases where the signature is very close to the tag line, you may use only: Enclosure solutions for you. This version may also be used in headlines or body copy as plain text. Use the same fonts for trade show booths, signs etc. but adapt the size to the relevant application. The rule about the free zone described under should be applied if the tag line is used together with the signature. The tag line without Eldon should only be used with the vertical signature. Elevator Pitch: Eldon strives to satisfy a broad spectrum of customers with enclosure solutions for power & distribution, machines, automation, and control applications. To be used as an introduction where time or space is very limited. Boiler Plate: Eldon is a global enclosure manufacturer providing standard and customized enclosures, as well as a wide range of services, such as assembly services and special stocking arrangements. Founded in 1922, Eldon provides its customers with high quality, cost efficient enclosure solutions for power & distribution, machines, automation, and control applications. To be used in recruitment ads, announcements, as a standard description on the back cover or summary page of catalogues, brochures etc. See an example below: THE FREE ZONE 4 X 4 X 4 X Enclosure solutions for you. 4 X 4 X

26 ELDON BRAND MANUAL VISUAL IDENTITY GUIDELINES I APPLICATIONS STATIONERY BUSINESS CARDS SIGNATURES LETTERHEAD INTERNAL MEMOS, NOTES ETC FAX SHEETS OTHER FORMS, PURCHASE ORDERS ETC ENVELOPES AND LABELS INTERNAL MANUALS SIGNAGE SIGNS ON BUILDINGS FLAGS VEHICLES CLOTHING GIVE-AWAYS PRODUCT NAMING PRODUCT MARKING PRODUCT PACKAGING MARKETING COMMUNICATIONS INTRODUCTION INTERNAL COMMUNICATION WEB PAGES AND SOCIAL MEDIA ipad APP ELDON4U PRODUCT NEWS SHEETS CASE STUDY SHEETS NEWSLETTERS PRESS RELEASES ADS AND BANNERS TRADE SHOWS POSTERS AND ROLL-UPS ETC VIDEOS POWERPOINT PRESENTATIONS CATALOGUES BROCHURES, SHEETS AND SIMILAR 61 Applications4.0

27 4.1 APPLICATIONS I STATIONERY BUSINESS CARDS SIGNATURES LETTERHEAD INTERNAL MEMOS, NOTES ETC FAX SHEETS OTHER FORMS, PURCHASE ORDERS ETC ENVELOPES AND LABELS INTERNAL MANUALS 36 Stationery4.1

28 4.0 APPLICATIONS I STATIONERY STATIONERY BUSINESS CARDS THE FLIP SIDE OF THE BUSINESS CARD Business cards still serve as an important part of the introduction to a new contact. When several Eldon staff meet with a customer, group of customers, or any other people, consistency between the Eldon cards being handed over is crucial. Should cards with different style and settings be presented, it would create entirely the wrong impression. To boost the impression of Eldon as a progressive brand and company, please note the coloured flip side of the business card. The Blue Corporate Colour should be applied here. International version The size of the business card is 86 x 55 mm [same as a credit card]. The Eldon Signature Use the full colour Vertical Signature in 20%. The margins: All margins are 5 mm. OANA PETRESCU Marketing Communication Manager oana.petrescu@eldon.com I Mobile: +40 (0) Eldon SRL I Str. Bruxelles Nr. 4, Parcul Industrial Graells&Llonch RO , Prejmer, jud. Brasov, Romania I Phone: +40 (0) I +40 (0) Name: Helvetica Neue Pro Bold 8/9 pt. The rest in Helvetica Neue Pro Light 7/9 pt. If no mobile, just delete the bar and mobile. The line: The Eldon Graphic Line, 1 pt. Company: Helvetica Neue Pro Bold 7/9 pt. The rest in Helvetica Neue Pro Light 7/9 pt. The exact order of phone/fax may vary due to different lengths of the address. The phone number should be your direct number, unless there are special reasons to state the switchboard number. You should, however, not have both. Use.com for the web address. NILS NILSSON MSc Försäljningschef Industri nils.nilsson@eldon.com I Mobil: Local version Eldon AB I Egnahemsgatan 39, Nässjö Telefon: I Fax: Flip side Scan the QR code to view Eldon s Corporate Video. The flip side contains social media symbols plus a QR code that takes you to the Corporate Video on the Eldon websites. The text: Helvetica Neue Pro Light 5.25/auto pt. Use the Eldon Graphic Pattern in Eldon Toned Blue.

29 4.0 APPLICATIONS I STATIONERY SIGNATURES When sending s internally you may chose to delete the Signature as shown here. Oana Petrescu Group Marketing Communication Manager Direct phone: Mobile: oana.petrescu@eldon.com Eldon SRL Calle Bruxelles nr. 4, Parcul Industrial Graells & Llonch Prejmer RO Brasov, Romania Name, title and phone: Arial 8 pt. Mail address: Arial 8 pt, Blue, underlined. Company: Arial 8 pt. The rest in Arial 8 pt. Web address: Arial 8 pt, Blue, underlined. The Eldon Signature Use the full colour Vertical Signature in 15%. Banner A banner promoting special events may be included. The information contained in this communication is intended solely for the use of the individual or entity to whom it is addressed and others authorized to receive it. It may contain confidential or legally privileged information. If you are not the intended recipient you are hereby notified that any disclosure, copying, distribution or taking any action in reliance on the contents of this information is strictly prohibited and may be unlawful. If you have received this communication in error, please notify us immediately by responding to this and then delete it from your system. Eldon is neither liable for the proper and complete transmission of the information contained in this communication nor for any delay in its receipt. General Disclaimer In s to be sent externally you should, when required for legal reasons, include a legal disclaimer in line with this text. This could be translated to your own language, but in both cases, please double check the text with local legal expertise to ensure you meet the local requirements. Use Arial 6.5 pt, in Black 70%.

30 4.0 APPLICATIONS I STATIONERY LETTERHEAD The design of the letterhead shown below should be applied throughout the Eldon Group, but address details etc. should obviously be changed from entity to entity. It is recommended you use a PC-template and print on an office colour printer pre-printed letterheads fed into an office printer is not necessary unless local conditions require this. The letterhead design here is the basis for all additional forms used within Eldon, such as proposals, quotations, purchase orders, order confirmations, invoices etc. The Eldon Signature Use the full colour Vertical Signature in 25%. COMPANY: ELDON ESPANA, S.A.U POST.ADDRESS: Poligono Industrial, s/n Apartado de Correos, MARTOS (JAEN) SPAIN VISIT. ADDRESS: Poligono Industrial, s/n Apartado de Correos, MARTOS (JAEN) TEL: FAX: info.es@eldon.com WEB ADDRESS: BANCO: Banco Popular Espanol SWIFT: POPUESMM CUENTA: IBAN: ES C.I.F./V.A.T.: ES A The line and addresses The Eldon Graphic Line, 1.5 pt. Headlines in Arial Bold, 5 pt. The rest in Arial, 7 pt.

31 4.0 APPLICATIONS I STATIONERY LETTERHEAD WITH TEXT The Eldon Letterhead Template should be used (downloadable) but adapted by each Eldon-entity, and forwarded to all staff so they can upload to their computers. The Arial font should be used throughout. See setting of text below and instructions here in the column (the template should have the correct setting when forwarded). Templates available for download in MarCom Documents Library and the Intranet NO. OF PAGES 1 (2) The Eldon Signature Use the full colour Vertical Signature in 25%. DATE Consensis AB Kopparbergsvägen Västerås TO Addressee, date and page number Headlines in Arial Bold, 5 pt. The rest in Arial, 10 pt. Subject: Nunc viverra Nunc viverra imperdiet enim Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Subject: Use Arial, 12 pt. Headline Use Arial Bold, 12 pt. Introduction and sub-headline Use Arial Bold, 10 pt. Body copy Use Arial, 10 pt. Fusce aliquet pede non pede Suspendisse dapibus lorem pellentesque magna. Integer nulla. Donec blandit feugiat ligula. Donec hendrerit, felis et imperdiet euismod, purus ipsum pretium metus, in lacinia nulla nisl eget sapien. Donec ut est in lectus consequat consequat. Etiam eget dui Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Sed at lorem in nunc porta tristique. Proin nec augue. Quisque aliquam tempor magna. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nunc ac magna. Maecenas odio dolor, vulputate vel, auctor ac, accumsan id, felis. Pellentesque cursus sagittis felis. Pellentesque porttitor, velit lacinia egestas auctor, diam eros tempus arcu, nec vulputate augue magna vel risus. Cras non magna vel ante adipiscing rhoncus. Vivamus a mi. Morbi neque. Aliquam erat volutpat. Integer ultrices lobortis eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin semper, ante vitae sollicitudin posuere, metus quam iaculis nibh, vitae scelerisque nunc massa eget pede. Sed velit urna, interdum vel, ultricies vel, faucibus at, quam. Donec elit est, consectetuer eget, consequat quis, tempus quis, wisi. In in nunc. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos COMPANY: ELDON ESPANA, S.A.U. VISITING POSTAL Poligono Industrial, s/n ADDRESS: ADDRESS: Apartado de Correos, MARTOS (JAEN) SPAIN Poligono Industrial, s/n Apartado de Correos, MARTOS (JAEN) TEL: BANCO: Banco Popular Espanol FAX: SWIFT: POPUESMM info@eldon.com CUENTA: WEB: IBAN: ES C.I.F./V.A.T.:ES A The line and addresses The Eldon Graphic Line, 1.5 pt. Headlines in Arial Bold, 5 pt. The rest in Arial, 7 pt.

32 4.0 APPLICATIONS I STATIONERY INTERNAL MEMOS, NOTES ETC. The internal template is available for all kinds of internal correspondence except for major announcements, or announcements to a wider audience see Templates available for download in MarCom Documents Library and the Intranet Use the template and enter details as you require. This also goes for the title of the document which could be MEETING NOTES, AGENDA, INVITATION or similar. The Eldon Signature Use the full colour Vertical Signature in 25%. NO. OF PAGES 1 (2) DATE DONEC UT EST Title: Use Arial Bold, 12 pt. SUBJECT Nunc viverra PARTICIPANTS Åsa Boholm Johan Johansson PURPOSE OF MEETING Nunc viverra imperdiet enim DISTRIBUTION OF NOTES Fusce est Addressee, date and page number Headlines in Arial Bold, 5 pt. The rest in Arial, 10 pt. 1. Nunc viverra imperdiet enim Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Suspendisse dapibus lorem pellentesque magna. Integer nulla. Donec blandit feugiat ligula. Donec hendrerit, felis et imperdiet euismod, purus ipsum pretium metus, in lacinia nulla nisl eget sapien. Donec ut est in lectus consequat consequat. Introduction and sub-headline Use Arial Bold, 10 pt. Body copy Use Arial, 10 pt. 2. Etiam eget dui Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Forte Hanbel Quise Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Sed at lorem in nunc porta tristique. Proin nec augue. Quisque aliquam tempor magna. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. 3. Nunc viverra imperdiet enim Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Suspendisse dapibus lorem pellentesque magna. Integer nulla. Donec blandit feugiat ligula. Donec hendrerit, felis et imperdiet euismod, purus ipsum pretium metus, in lacinia nulla nisl eget sapien. Donec ut est in lectus consequat consequat. Suspendisse dapibus lorem pellentesque magna. Integer nulla. Donec blandit feugiat ligula. Donec hendrerit, felis et imperdiet euismod, purus ipsum pretium metus, in The line The Eldon Graphic Line, 1.5 pt.

33 4.0 APPLICATIONS I STATIONERY FAX SHEETS The Fax Sheet Template should be available in all PCs, but you may print out blank fax sheets and hand write the message, should you find that more suitable. Templates available for download in MarCom Documents Library and the Intranet TELEFAX NO. OF PAGES 1 (2) The Eldon Signature Use the black/white Vertical Signature in 25%. TO: Åsa Boholm DATE: NUMBER OF PAGES INCLUDING THIS: 2 FROM: Johan Johansson Details Headlines in Arial Bold, 5 pt. The rest in Arial, 10 pt. Nunc viverra imperdiet enim Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Headline Use Arial Bold, 12 pt. Body copy Use Arial, 10 pt. Fusce aliquet pede non pede Suspendisse dapibus lorem pellentesque magna. Integer nulla. Donec blandit feugiat ligula. Donec hendrerit, felis et imperdiet euismod, purus ipsum pretium metus, in lacinia nulla nisl eget sapien. Donec ut est in lectus consequat consequat. Etiam eget dui Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Sed at lorem in nunc porta tristique. Proin nec augue. Quisque aliquam tempor magna. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nunc ac magna. Maecenas odio dolor, vulputate vel, auctor ac, accumsan id, felis. Pellentesque cursus sagittis felis. Pellentesque porttitor, velit lacinia egestas auctor, diam eros tempus arcu, nec vulputate augue magna vel risus. Cras non magna vel ante adipiscing rhoncus. Vivamus a mi. Morbi neque. Aliquam erat volutpat. Integer ultrices lobortis eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin semper, ante vitae sollicitudin posuere, metus quam iaculis nibh, vitae scelerisque nunc massa eget pede. Sed velit urna, interdum vel, ultricies vel, faucibus at, quam. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Donec ullamcorper fringilla eros. Fusce in sapien eu purus dapibus commodo. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Mauris eleifend nulla eget mauris. Sed cursus quam id felis. Curabitur posuere quam vel nibh. Cras dapibus dapibus nisl. COMPANY: ELDON ESPANA, S.A.U. VISITING POSTAL Poligono Industrial, s/n ADDRESS: ADDRESS: Apartado de Correos, MARTOS (JAEN) SPAIN Poligono Industrial, s/n Apartado de Correos, MARTOS (JAEN) TEL: BANCO: Banco Popular Espanol FAX: SWIFT: POPUESMM info@eldon.com CUENTA: WEB: IBAN: ES C.I.F./V.A.T.:ES A The line and addresses The Line, 1 pt, Black 60%. Headlines in Arial Bold, 5 pt. The rest in Arial, 7 pt.

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