Guidelines for proper usage of The Lakeland Companies logo

Guidelines for proper usage of The Lakeland Companies logo

The Lakeland Companies Brand Guidelines 2

BRAND ESSENCE The Lakeland Companies brand can be expressed using a few key elements: logo, type, and color. A carefully managed and well-implemented brand identity program will help carry our brand message to the world. As a family-owned business, we strive to do things the right way. These guidelines are provided to ensure the correct and consistent use of the brand identity system. The following pages provide guidance about selecting styles to realize The Lakeland Companies brand. 3 The Lakeland Companies Brand Guidelines

THE LAKELAND COMPANIES LOGO The Lakeland Companies logo is a graphic representation of the brand and the values for which it stands. The diagram below illustrates the recognizable graphic features that make the logo unique. Position, size, color, spatial relationship, and proportion of the logo elements are predetermined and should not be altered. Whenever possible, use the full color version of the brand mark, which consists of black, blue, and green. Due to any number of constraints, challenges may arise when applying the Lakeland Companies logo. To provide the greatest degree of flexibility, both black and white versions of the logo have been developed to satisfy a variety of production needs. Do not: alter the mark in any way. use any part of the mark as part of another word. redesign, redraw, animate, modify, distort, or alter the proportions of the mark. rotate or render the marks three-dimensionally. add words, images, or any other new elements to the marks. replace the approved typeface with any other typeface. enclose the marks in a shape or combine it with other design elements or effects. modify the size or position relationship of any element within the marks. add additional copy to the marks. The Lakeland Companies Brand Guidelines 4

LOGO USAGE CLEAR SPACE Clear space is the area around the logo that should be free of all other text and graphic elements. The clear space around the Lakeland Companies logo is determined by the distance, x, a unit of measurement surrounding each side of the logo. The measurement x equals the height of LAKELAND as shown in the diagram to the right. A minimum clear space requirement has been established to ensure the prominence and clarity of the Lakeland Companies logo. LOGO SIZE The logo should never be used so small that legibility is compromised. Minimum width is 1.25 for print and 95 pixels for web display. If a smaller logo is absolutely necessary use The Lakeland Companies logo without the words The and Companies for best resluts. 5 The Lakeland Companies Brand Guidelines

THE LAKELAND COMPANIES BUSINESS UNITS The Lakeland Companies logo is our most powerful tool to identify ourselves. However, the diverse nature and breadth of service means that at times it is necessary to co-brand and use sub-logos to identify specific entities under the umbrella brand of The Lakeland Companies. CO-BRANDING In some cases The Lakeland Companies brand appears in cooperation with other brands. Co-branding often occurs when external organizations need to be acknowledged. Equal or greater emphasis should be placed to The Lakeland Companies logo. BUSINESS UNITS In some cases The Lakeland Companies brand appears in cooperation with internal divisions. Please contact the marketing team for any business unit logos that you may need. Careful consideration has been make to ensure consistency in font, size and placement. The Lakeland Companies Brand Guidelines 6

THE LAKELAND COMPANIES FONTS Type can be a powerful brand tool when used carefully and consistently. To help establish a consistent and credible brand style, two families of type styles have been chosen to provide flexibility. DIN Schrift has been established as the primary font for all printed materials, while Arial has been chosen for online usage. PRINT FONT USAGE DIN Schrift 30640 Neuzeit Grotesk Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DIN Schrift 30640 Neuzeit Grotesk Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 WEB, WORD and POWERPOINT FONT USAGE Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 7 The Lakeland Companies Brand Guidelines

THE LAKELAND COMPANIES COLORS Accurate color usage is an important part of any brand. Our primary color pallet of black, blue, and green should be used whenever possible. Gray has been added to provide variety and visual interest when needed. CMYK colors are preferred for print applications, while RGB equivalent colors are to be used for all digital applications. The colors in our supporting palette were chosen to complement our primary palette providing additional range to the brand experience. The secondary palette colors work well as accent colors or as subtle backgrounds behind typography or graphics. Darker colors may be used behind light-colored typography. Screens or tints of the colors may be used to achieve the desired effect but should be used cautiously, as screening certain colors may result in undesirable pastels. PRIMARY LAKELAND COLORS BLACK C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 BLUE Pantone 281 C: 100 M: 88 Y: 27 K: 11 R: 43 G: 60 B:116 GREEN Pantone 356 C: 88 M: 25 Y: 100 K: 12 R: 7 G: 129 B: 65 GRAY Pantone Cool Gray 9 C: 0 M: 0 Y: 0 K: 50 R: 147 G: 149 B: 152 The Lakeland Companies Brand Guidelines 8

SECONDARY COLORS MEDIUM GREEN Pantone 7489 C: 60 M: 0 Y: 80 K: 7 R: 102 G: 179 B: 96 LIGHT GREEN Pantone 382 C: 29 M: 0 Y: 100 K:0 R: 193 G: 216 B: 47 MEDUIM BLUE Pantone 542 C: 62 M: 22 Y: 0 K: 3 R: 86 G: 160 B: 211 YELLOW Pantone 7404 C: 0 M: 9 Y: 79 K: 0 R: 255 G: 255 B: 82 DARK ORANGE Pantone 180 C: 0 M: 79 Y: 100 K: 11 R: 217 G: 83 B: 30 ORANGE Pantone 1385 C: 0 M: 44 Y: 100 K: 7 R: 232 G: 148 B: 26 BROWN Pantone 77532 C: 0 M: 17 Y: 50 K: 65 R: 119 G: 100 B: 65 RED Pantone 485 C: 0 M: 95 Y: 100 K: 0 R: 238 G: 49 B: 36 9 The Lakeland Companies Brand Guidelines

The Lakeland Companies Minnesota Headquarters 5735 Lindsay Street Minneapolis, MN 55422 Phone: (855) 544-0321 Fax: (763) 544-5541 www.lakelandcompanies.com 15400 Medina Road Plymouth, MN 55447 2725 11th Street NE Glencoe, MN 55336 740 Railroad Avenue Gaylord, MN 55334 3100 S 44th St. Kansas City, KS 66106 4865 G Street Omaha, NE 68117 2475 West 2nd Avenue Denver, CO 80223