Benchmark Brand Guidelines by Benchmark

Benchmark Brand Guidelines ®

Edition 1

Driving sustainability in aquaculture

Contents 04 Introduction 06 Purpose, vision & mission 08 Values 10

Brand identity

Brand architecture

20 Logo 26 The shard 30 Typography 38 Colours 44 Icons 46 Infographics 50 Illustrations 52 Photography 58 Applying the brand 64 Design templates 91

Contacts

Benchmark® Brand Guidelines

Introduction

Founded in 2000, Benchmark is still a ‘young’ company ®

This means we need to make an extra effort to ensure Benchmark® becomes well known in a clear and consistent way, wherever we are in the world. Branding has the ability to drive awareness, perception and loyalty. We want every reader of this Brand Guidelines to become a brand ambassador of Benchmark® — enhancing our visibility and adding value to our brand. The name Benchmark® stands for our philosophy of changing the way we produce aquaculture-sourced protein. It means raising the bar and doing things differently by seeing the issues in a wider perspective.

Benchmark® Brand Guidelines

Purpose, vision & mission Purpose

Driving sustainability in aquaculture Vision

Our aim is to be the leading aquaculture biotechnology company driving sustainability

Mission

Our mission is to enable aquaculture producers to improve their sustainability and profitability. We deliver solutions in genetics, health and advanced nutrition that improve yield, quality, animal welfare, and reduce environmental impact.

Genetics

Advanced Nutrition

Health

What Benchmark® stands for as brand

Purpose Why does Benchmark® exist?

Vision What is Benchmark®’s ambition?

Mission What do we do at Benchmark® to get there?

Values How do we work to get there?

Benchmark® Brand Guidelines

Values

Values are the guiding principles of our business to reach our goals They influence the way we interact with one another to reach our company goals and are at the heart of our culture — they support our vision and strategy, the way we conduct business and our decision-making processes. Benchmark® has four core values, moving Benchmark® from a previously R&D driven organisation to a commercially driven company. The business has grown exponentially since its inception, with many people joining the group from all over the world as well as several divestments.

There has been a re-focus on aquaculture and it is important to put into words what people in Benchmark® are about and how we want to work together as one united company moving forward. Living our values To have a thriving company culture we need our values to ‘live’ — our behaviours should reflect our values.

Innovative

Passionate

We actively seek new opportunities and ﬁnd sustainable solutions to challenges.

We live our mission and strive for excellence, taking personal leadership and celebrating our achievements.

Collaborative

Commercial

We are One Benchmark®. We help and support each other. Our interactions are built on integrity, mutual trust and respect.

We have a customer-focused, commercial mindset. We set targets and priorities and take responsibility for meeting our commitments.

Benchmark® Brand Guidelines

Brand identity OUR NAME

Benchmark is the name we chose to convey how we think and act. Our name influences our decisions and shapes our behaviour ®

Appealing to the technical B2B (businessto-business) environment — where buyers tend to make careful and pragmatic decisions — the name ‘Benchmark®’ is a word that reflects our purpose and sets out expectations around experience.

Logo mark

Logo type

Origin of the Benchmark® name The name Benchmark® has symbolic value. Our name is a metaphor of what people can expect from us — we are Benchmark®, we strive to provide and maintain the highest standards in the aquaculture industry. The term ‘benchmark’ is the original reference point. The Romans used a benchmark to guarantee reliability and surveyors have always used benchmarks to measure altitudes. Today ‘a benchmark’ refers to the highest standard by which an attribute is recognised, evaluated or measured.

Our name was chosen for the long term — allowing the business scope to develop and evolve over time. To enable people to understand our offer, our name needs to be accompanied by careful and clear message planning.

Benchmark® Brand Guidelines

OUR SYMBOL

The term ‘benchmark’ originates from the chiselled marks a surveyor cut in a wall, pillar or building and is used as a trusted reference point in measuring altitudes

A benchmark is usually composed of an incised horizontal bar with a broad arrow immediately below. An angle-iron could be placed into the horizontal bar to form a ‘bench’ for a levelling rod, ensuring a reliable reference point from the same place in the future. The word ‘benchmark’ also carries meaning beyond its original reference to a surveyors mark: a benchmark is a reference standard by which an attribute is recognised, evaluated or measured.

Original reference point and mark of reliability set in stonework

The Benchmark® logo design is based on a sign used for centuries — to measure and guarantee reliability

Benchmark® Brand Guidelines

BRAND EVOLUTION

The Benchmark logo has evolved over time to become the most visible element of our identity — a universal stamp of approval across all Benchmark assets. It’s a guarantee of quality that unites our diverse offering ®

History of the Benchmark® brand

2000-2010 — Logo before rebrand

Construction of the Benchmark® identity The Benchmark® identity was created by interlocking the strengths of the business together, aligning the synergies of innovation and technical expertise across the group.

2010 — Pre-plc branding

2015 — Post-plc rebrand

2017 — Single brand transition

Benchmark® Brand Guidelines

Brand architecture

Benchmark has three business area brands — Genetics, Advanced Nutrition and Health ®

Within each of these areas there are product brands, each complimenting one another. It is important to apply a business area brand to all product materials to ensure there is a direct relationship with the Benchmark® brand. In the following section we show how a newly acquired business should be re-branded along with how product branding should be applied.

Master brand

Business area brands

Genetics

Advanced Nutrition

Health

Benchmark® Brand Guidelines

PRODUCT BRANDS

We aim to create all product logos from the Benchmark logo mark. This ensures a unified presence across all brand collateral ®

Example of how the product brands have evolved from the Benchmark® logo mark

Genetics products examples Atlantic salmon

Shrimp

Health products examples CleanTreat®

Benchmark® Brand Guidelines

Logo MASTER BRAND

Our logo is highly visible and recognisable. It’s vital to apply it consistently There are three variations of the Benchmark® logo: The primary version should be used wherever possible. The secondary version is designed to fit into small spaces and the tertiary version can squeeze into tiny spaces (such as on pens and small promotional merchandise). Very rarely, scale or visibility may mean the primary logo isn’t suitable. If that’s the case, use the secondary or tertiary logo.

Primary

The primary logo should be used in almost all instances

Visit Assetbank to download all the Benchmark® logos.

Secondary

Designed to fit into small spaces Apply to: landscape web banners and online avatars

Tertiary

Designed for rare situations when tiny logos are required (under 8mm high) Apply to: branded pens and other small promotional merchandise

Benchmark® Brand Guidelines

LOGO POSITIONING

The Benchmark logo is rectangular, surrounded by clear space ®

To protect the clarity and visual integrity of the logo, ensure it is always surrounded by clear space. Our logo is supplied with an exclusion zone. Don’t remove the clear space around the logo: it’s vital in ensuring it stands out. The logo is positioned in the top left corner in almost all instances. Only move the logo if it is a secondary element such as a sign-off.

Example of logo application on a portrait document

Example of logo application on a landscape document

Benchmark® Brand Guidelines

LOGO APPLICATION

The Benchmark logo colour is flexible — either black or white

To achieve optimum definition, choose a logo colour that contrasts with the background colour. To maintain clarity, ensure you choose a contrasting logo. For example: if you have a dark background, choose the white logo; if you have a pale background, choose the black logo.

Correct application

Black logo on a white background

White logo on a black background

White logo on a high contrast background

Stretch Do notthe uselogo the black logo on a dark background

Do not use the white logo on a light background

Do not change the colour of the logo from black or white, even for special occasions

Do not place the logo on an unsuitable image

Do not stretch the logo

Incorrect application

Benchmark® Brand Guidelines

The shard

Alongside the logo a brand shard is applied to further strengthen our presence and provide a mark of quality The shard is a 7º diagonal line or shape used as a brand element to complement our logo. When placed on a brochure cover, always adhere to the exclusion zone of the logo and apply clear space either side of the shard to ensure the two elements have maximum impact. The shard should only be applied to documents where it is appropriate; for example, if the shard cuts through the middle of a key area of an image it should be removed. It is also important not to over use the shard. This ensures it creates impact when it appears on section breaker pages like the example adjacent. For instances such as web banners and pop-up exhibition banners, which often have narrow dimensions, the shard shouldn’t be applied. The shard is used primarily for brochures, adverts and exhibition panels.

Example of the shard being applied to a portrait cover. The logo exclusion zone should always be applied either side of the shard ensuring these two points meet

Driving sustainability in aquaculture

Benchmark® logo

The brand shard

Document tagline

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Example of the shard being applied to a brochure spread. In this instance, a solid brand colour can be used to emphasise a section introduction 27

Benchmark® Brand Guidelines

THE SHARD APPLICATION

These examples illustrate how the shard should be applied correctly The shard colour should only be black or white to match the colour of the logo, ensuring is does not interfere with the hero image.

Driving sustainability in aquaculture

A version of the white logo and shard ensuring the correct exclusion zones are applied 28

Driving sustainability in aquaculture

A version of the black logo and shard ensuring the correct exclusion zones are applied

Driving sustainability in aquaculture

Do not place the shard over a key area of the hero image

Driving sustainability in aquaculture

Do not alter the angle of the shard

Driving sustainability in aquaculture

Do not move the shard away from its fixed position

Driving sustainability in aquaculture

Do not change the colour of the shard to anything other than black or white 29

Benchmark® Brand Guidelines

Typography PRIMARY TYPEFACES

Two typefaces are used across Benchmark : Beton and Libre Franklin. Clean and legible — each has been chosen to work alongside the logo and overall brand ®

Evolving the brand over time has involved refreshing typefaces to continually move with trends and ensure Benchmark® always has a contemporary feel. Beton and Libre Franklin are both equally distinctive and enable different messages to be clearly communicated. 30

Beton A leading typeface: suitable for short lead statements and quotes of no more than 40 words.

Bold DemiBold

abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890

Libre Franklin* A body copy typeface: suitable for the majority of text and small headings. The heavier weights can be used for large headings and infographics.

Black Bold SemiBold Regular

abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890

* ITC Franklin Gothic was previously used as our secondary typeface; however, due to the flexibility of Google fonts, it was replaced with Libre Franklin for ease of use globally.

Benchmark® Brand Guidelines

ALTERNATIVE TYPEFACES

For PowerPoints, Word documents and instances when Beton and Libre Franklin aren’t easily accessible, use the system typeface Arial Arial A heading and body copy typeface: suitable for quotes, large headlines and the majority of text and small headings.

Bold Regular 32

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Global language changes Benchmark® is a global company and thus operates in several countries across the world. Therefore, in some cases it may be necessary to substitute the primary typefaces to accommodate language subtleties. Listed below are the alternative typefaces to be used in languages other than English. Norwegian, Spanish, Italian, Portuguese, Icelandic, Turkish and Bahasa Indonesia

Beton and Libre Franklin

Aquaculture

Aquaculture Chinese (simplified)

Google Noto Sans SC

水产养殖水产养殖 Vietnamese and Greek

Google Noto Sans

Nuôi trồng thủy sản Nuôi trồng thủy sản Thai

Google Sarabun

การเพาะเลี้้ย � งสััตว์์น้ำำ� การเพาะเลี้้�ยงสััตว์์น้ำำ� 33

Benchmark® Brand Guidelines

TYPESTYLES — PRINT

Establishing a clear hierarchy is vital to our communications — it provides the reader with multiple access points and organises content by placing emphasis on certain elements Use the type specimen adjacent as a guide to lay out typestyles and adjust accordingly based on the document size. Please note this example is based on an A4 brochure.

About Benchmark®

Page title Libre Franklin Black

Driving sustainability in aquaculture

Large statement Beton DemiBold

Lead paragraph Libre Franklin SemiBold

Our mission is to enable aquaculture producers to improve their sustainability and profitability Section heading Libre Franklin Bold — uppercase

BUSINESS AREAS Quote Beton DemiBold Medium heading Libre Franklin Bold

Body copy Libre Franklin Regular

Genetics Improved genetics provide a crucial starting point for production efficiencies and health resilience.

Advanced Nutrition High performance nutritional solutions for shrimp and marine fin fish enhancing fish health and production efficiency.

Health Solutions for some of the most persistent disease and fish welfare challenges.

Footnote/caption/source Libre Franklin Regular

One company creates a big family feeling. We will look out for each other and work together Trond Williksen CEO, Benchmark®

Small heading Libre Franklin SemiBold

Infographics and statistics Libre Franklin Black

800+ Employees

Species

*For marine species and shrimp

Benchmark® Brand Guidelines

TYPESTYLES — WEB

It is also important to consider how to apply our typefaces across websites and other digital platforms Use the web type specimen adjacent as a guide to lay out typestyles and adjust accordingly for different screen sizes. In some instances, such as small digital formats, use Libre Franklin as a single font option, removing Beton.

We always aim to display content in an accessible way across our websites and digital platforms to connect with a broad audience. This involves choosing the right fonts and typographic structure. Always consider the size of the font and number of words per page to ensure people with low vision and language disabilities can still process the information.

H1: Header statement Beton Bold

H2: Lead paragraph Beton DemiBold

H3: Section heading Lire Franklin SemiBold

Driving sustainability in aquaculture Our mission is to enable aquaculture producers to improve their sustainability and profitability Purpose and mission

H4: Large subheading Libre Franklin Bold

Innovative solutions H5: Small subheading Libre Franklin SemiBold

High performance nutritional solutions for shrimp and marine fin fish enhancing fish health and production efficiency Body Libre Franklin Regular

Improved genetics provide a crucial starting point for production efficiencies and health resilience. Bulleted list Libre Franklin Regular

• Improved genetics • High performance nutritional solutions • Disease and fish welfare challenges Link Libre Franklin SemiBold

Benchmark® Genetics Chile

Benchmark® Brand Guidelines

Colours PRIMARY COLOURS

The Benchmark primary colour palette consists of five colours. Use the primary colours where possible to ensure consistency and maintain a strong recognisable presence ®

Global colours

Accent colours

Black is our brand colour, which should be applied to any core elements such as text on printed and digital applications and small block elements to highlight core messaging.

Our accent colours should be applied to business area materials across the Group — Vivid Orange, Lime Green and Ocean Blue.

Navy is our background colour, which should be used when black becomes too prominent on solid block content or looks too heavy to an international audience.

Vivid Orange

75%

50% Black: Brand colour

75%

PANTONE®: 144 CMYK: 0, 55, 100, 0 RGB: 241, 135, 0 HEX: #F18700 RAL: 1037

25%

50% CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: #000000 RAL: 9005

Lime Green

75%

25% 50%

Navy: Background colour

75%

PANTONE®: 7744 CMYK: 20, 0, 81, 20 RGB: 133, 169, 41 HEX: #85A929 RAL: 1016

25%

50% PANTONE®: 540 CMYK: 100, 80, 50, 30 RGB: 21, 53, 79 HEX: #18354E RAL: 5013

Ocean Blue

75%

25% 50% PANTONE®: 640 CMYK: 100, 20, 10, 0 RGB: 0, 139, 197 HEX: #008AC4 RAL: 5012

25%

Benchmark® Brand Guidelines

SECONDARY COLOURS

The secondary colour palette consists of three colours. Only use these colours in a supporting role for illustration, data, diagrams and maps when the primary colours are not relevant

Our secondary colour palette has been devised to complement the primary Benchmark® colours. They are predominantly taken from the product brands illustrated below.

Purple

75%

50% PANTONE®: 248 CMYK: 50, 100, 0, 0 RGB: 149, 27, 129 HEX: #951B81 RAL: 4006

Green

25%

75%

50% PANTONE®: 7738 CMYK: 75, 0, 90, 0 RGB: 55, 171, 73 HEX: #36AA48 RAL: 6037

Coral

25%

75%

50% PANTONE®: 198 CMYK: 0, 85, 60, 0 RGB: 232, 66, 80 HEX: #E8424F RAL: 3018

25%

Benchmark® Brand Guidelines

COLOUR COMBINATIONS

As a general rule the navy in the primary colour palette is used as a global colour in combination with all the vibrant accent colours Primary

Secondary

Benchmark® at a glance

Our mission is to enable aquaculture producers to improve their sustainability and profitability We deliver solutions in genetics, health and advanced nutrition that improve yield, quality and animal welfare, and reduce environmental impact.

Genetics Improved genetics provide a crucial starting point for production efficiencies and health resilience. Advanced Nutrition High performance nutritional solutions for shrimp and marine fin fish enhancing fish health and production efficiency. Health Solutions for some of the most persistent disease and fish welfare challenges.

GLOBAL PRESENCE

Manufacturing and production R&D facilities Commercial services

Example of colour application in a Benchmark® brochure

Benchmark® Brand Guidelines

Icons

Designed to communicate what we do in a way that makes sense to everyone, our icons have a distinctive house style — clear, clever and simple Avoid clip art and stock images from the internet. Be consistent — use the icons we have specifically created. Our brand materials are often used for commercial purposes. Therefore, it is essential that icons are downloaded from our brand portal. Using icons from our brand portal means we avoid specific licensing issues.

Technical, informational, simple and clear Icons should always be simple and easy to use across all applications. For example, in digital formats icons often need to be displayed at a small size, especially on a smart phone, to ensure they look clear without pixelating. When applied to printed materials and presentations at a larger scale, another layer of detail can be added to icons to give a more technical look and feel. Below are a few examples that can be applied to digital assets and websites, as well as more detailed versions for presentations, technical documents and brochures.

Printed icons (detailed)

Salmon

All digital icons are based on a 48px grid system to ensure consistency and flexibility

Digital icons (simple)

Aquaculture AQUACULTURE

Reward REWARD

31 Sea bass

Research RESEARCH

Calendar CALENDAR

Tilapia

TRAINING / TALENT / Communication

Fish health HEALTH

Shrimp

Global GLOBAL

DEVELOPMENT

Benchmark® Brand Guidelines

Infographics

With the ability to tell a story and explain complex information, our infographics communicate the complexities of what we do in a simple way You know the saying, ‘A picture is worth a thousand words’. Visual graphics often communicate better to the audience than lots of words. Use infographics to display complex information such as technical processes, the geographical locations of where we work and where certain species are relevant.

Examples of Benchmark® infographics

FI L L ET YI ELD

FA M I LY

RE S I STA NCE

An illustrated element of the breeding cycle

A booklet used to promote key statistics for salmon egg production with infographics and illustrations

Benchmark® Brand Guidelines

DIAGRAMS, GRAPHS AND TABLES

Colourful, clear and insightful Diagrams should be used to display key information in a visual manner ensuring the messaging and data are concise and easy to digest.

Forecast

180 160

Mt live weight

140

2.6%

R CAG

120 100

Aquaculture

80 60

Wild catch

(volumes have stagnated)

0.4% CAGR

0 1990

1995

2000

An example of how to display information in a graph

2005

2010

2015

2020E

2026E

Continent Name

XX+

Continent Name

XX+

Continent Name

XX+

Manufacturing and production

Continent Name

R&D facilities

XX+

Commercial services

An illustrative map of our locations across the globe

Revenue from continuing operations

Gross margin from continuing operations

£XXm

Year

£XXm

Year

£XXm

XX% Growth

Year

£XXm

Year

£XXm

Examples of how to display statistics

Small heading 1

Small heading 2

Small heading 3

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Consectetur adipiscing

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An example of how to display tabular data

Benchmark® Brand Guidelines

Illustrations

Fun, engaging, bright and inviting Apply to: Workplace, people strategy, people agenda, internal posters, seasonal gifts and greetings.

An example of how our illustrations can be applied to a banner on Workplace

Season’s Greetings Felices Fiestas Julehilsener Hátíðarkveðjur ขอส่งความสุขและความปรารถนาดี แด่พนักงานทุกท่าน

An example of how illustrations can be applied to a seasonal message

Go to Assetbank to download illustrations or get in contact with your marketing team.

Benchmark® Brand Guidelines

Photography

In a world of words, photos have the power to enhance information and key messages. An excellent image can inspire and educate We use photography to tell a story without having to write lots of text. All of our imagery (both photography and film footage) must demonstrate the professionalism of our people, the health and welfare of species and quality of our facilities.

Note You should not use or distribute someone else’s photos for any branded collateral without permission. This includes reports, proposals, presentations, social media and websites. Only use our photography! This is always the easiest way to avoid copyright infringement. Also, if you notice any other company using Benchmark®-specific photography without permission please inform the legal team. It is important to protect our intellectual property and the Benchmark® brand.

Organising a large master shoot

Organising a small shoot

In addition to a photographer/filmmaker and subject, shoots rely on a team of people to get the best outcome. We recommend allocating three roles:

For small shoots, or shoots that don’t involve animals, it might not be necessary to have an art director and/or species expert.

1. Shoot organiser: Highly organised and a great communicator with the ability to respond to any obstacle, the organiser is responsible for defining the brief, achieving the desired outcome within budget and ensuring any people featured in the shoot sign a release form. 2. Art director: With an inbuilt understanding of what makes a great shot, the art director is responsible for ensuring the right things are captured in the right way, providing direction around venue, positioning, lighting and overall aesthetics. 3. Species expert: With complete clarity regarding the look, behaviour and environment of a healthy animal, the species expert ensures that only the healthiest animals and environments are included in any shoot. The species expert must sign off all animal imagery before it is added to our photo library.

Even on a small shoot, the photographer/ filmmaker always requires a clear written and spoken briefing from the shoot organiser. The brief needs to cover everything from desired outcome to venue lighting.

Stock images/footage Wherever possible, we avoid the use of stock photography and source our own professional photos and film footage. We don’t want to use the same photos as everybody else in the industry, including competitors and customers. This ensures we stand out from the crowd and our competition. Keen to demonstrate the true impact of our work, we prefer to avoid visibly staged stock images/footage, especially when they feature obvious models or appear filtered or fake. Our teams undertake incredible work — it makes sense to show it off.

Visual guidelines From fish farms in the north of Norway to research centres in Thailand, our visuals need to represent the scope of activity undertaken by our teams. Whether you’re capturing visuals of people, species, technology or facilities, follow the photography guidelines.

Go to Assetbank to view the Benchmark® image library.

Benchmark® Brand Guidelines

PHOTOGRAPHY IN USE

These examples illustrate photography in use, ensuring all brand materials deliver impact and clarity Large statement

Large statement

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One company creates a big family feeling. We will look out for each other and work together. Trond Williksen CEO, Benchmark®

Page title

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Continent

320+ 50+

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Continent

350+

Continent

Manufacturing and production R&D facilities Commercial services

Continent

90+

Benchmark® Brand Guidelines

Applying the brand

The following section illustrates how best to apply our core brand elements to create a finished piece of design that represents the unique Benchmark identity ®

The example adjacent is based on an A4 document (210x297mm) with a 12-column grid and a 20mm margin. However, the same rules can be applied to all printed collateral by adjusting the logo and typestyle sizes proportionally. The grid provides the flexibility for combining text with images in a number of ways, with the same design principles applied to all brand collateral.

It is essential that the Benchmark® logo is placed within the top 10 percent of the content area in the top left corner. Always allow clear space around the logo to ensure the brand has maximum impact. The strapline and core message should sit in the bottom 50 percent of the page and any other information, such as a supporting statement, should be placed immediately underneath. Text content should be kept to a minimum to present a clear and concise message. Also, ensure the text isn’t placed in a busy area of the hero image.

10%

Logo

Strapline/core message

50%

Supporting statement or call to action

Benchmark® Brand Guidelines

WORKING WITH THE GRID

The grid can be used with one, two or three columns. However, it is recommended to use two or three columns for body copy and a single column for large statements and quotes.

This creates a spacious design, which will make the brochure more dynamic and engaging. The following examples illustrate the flexibility of the grid and how it can be used creatively in application.

1/1

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Benchmark® Brand Guidelines

THE GRID IN USE

These examples illustrate the grid in use, making the most of the flexibility it offers Page title

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XX% Growth

Page title

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One company creates a big family feeling. We will look out for each other and work together. Trond Williksen CEO, Benchmark®

Page title

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Continent

320+

Continent

350+

Continent

50+

Manufacturing and production R&D facilities Commercial services

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Continent

90+

Benchmark® Brand Guidelines

Design templates — print

An attractive, welldesigned document is likely to be picked up, read and understood by the intended audience Consistently producing high quality printed communications ensures Benchmark® is seen to be credible and professional. Ensure consistency of cover design, imagery and messaging throughout all printed communications.

Sustainable breeding for the future benchmarkplc.com

Driving sustainability in aquaculture benchmarkplc.com

Examples of Benchmark® brochures produced for promotional purposes

INTERVIEW WITH MARCELA SALAZAR

Pioneering genetics Marcela Salazar, Benchmark’s shrimp production manager and one of the pioneers of shrimp genetics, explains how shrimp breeding programmes have evolved and outlines future opportunities with the introduction of new technology.

Can you tell us a little bit about yourself and what inspired you to become involved in shrimp genetics?

What impact did becoming part of Benchmark have on your shrimp breeding programmes?

experience in plant breeding, veterinary and human medicine, biology and genetics, which is important when dealing with shrimp — they always like to have the last word and the last laugh.

I’m a medical doctor by training, but I’ve always preferred research over clinical practice. I was trained in immunogenetics in Boston, where I worked on projects that included designing new methods for histocompatibility testing in bone marrow transplantation. When I got back to Colombia, I joined CorpoGen, a biotechnology company that was pioneering molecular biology research in Colombia.

Becoming part of a big company that, from the beginning, believed in the potential of our shrimp was exciting. As CENIACUA we were mainly focused on achieving the breeding goals but did not have the resources to commercialise the product. As part of Benchmark we are focused on producing the best animals for the market conditions, using state-of-the-art technology and facilities, and on selling them to our customers, all within the scope of sustainability.

What facilities do you have at your disposal?

Getting into the world of shrimp was an accident — inspired by the appearance of white spot syndrome virus (WSSV) on the Pacific coast of Colombia in 1999. At the time CENIACUA (The Center for Aquaculture Research in Colombia) asked Corpogen to implement the PCR diagnostic test for the pathogen and to help in the prevention and control of this virus. I was involved from the beginning and found a new, exciting field with an excellent team of young researchers. I was hired as scientific director of CENIACUA in 2000 and since then I have been researching shrimp diseases and genetics.

Being part of Benchmark also means we can count on the support and collaboration of other parts of the group, such as Morten Rye and his team at Benchmark Genetics; Oscar Hennig, Bruno Decock and the team in Asia, who are doing an incredible job of showing the potential of our animals under trials and commercial conditions; and working with INVE (Benchmark Advanced Nutrition) to create a synergy between genetics and nutrition that will help both companies. Learning from the experience of other breeding programmes has enriched ours enormously too. I’m also proud to be working with one of the best teams you can find — we’ve been working together for many years and have people with experience in all fields of shrimp breeding. We are a multi-disciplinary team with

Our main laboratory is located on the Atlantic coast of Colombia, near Cartagena, and is isolated from all other aquaculture facilities in Colombia. The climate is optimal for the growth of P. vannamei, and we have plenty of space to expand and produce the number of broodstock required by the market. We also have access to a laboratory on the Pacific coast of Colombia where we can work with a white spot resistant strain without compromising the biosecurity of the breeding nucleus. Meanwhile our challenge test facilities are located in Bogotá, more than a 1000 km from the breeding nucleus, allowing us to safely work with pathogens that are exotic to Colombia.

What areas are you currently focusing your research on? We are currently introducing genomic selection for resistance to WSSV and acute hepatopancreatic necrosis disease (AHPND) in our populations. Our priority is to produce clean, safe, specific pathogen-free (SPF) animals with high growth potential, but these must also be resistant to pathogens and adapted to environmental conditions.

Thought leadership interviews can be used to illustrate best practice out in the field 65

Benchmark® Brand Guidelines

STATIONERY ESSENTIALS

Stationery consists of business cards, compliment slips and letterheads, all of which follow the same layout principles outlined in the previous section.

Ensure the Benchmark® logo is always placed in the top left corner to improve brand recognition and give maximum impact. The shard should be removed on all stationery.

Business cards*

joe.bloggs@bmkholdings.com

Joe Bloggs Marketing Manager

+44 (0)20 222 6666 benchmarkplc.com

20 Bloggs Street, London, WC1 XYZ, UK

Compliment slips

Driving sustainability in aquaculture 20 Bloggs Street, London, WC1 XYZ, UK | +44 (0)20 222 6666 info@benchmarkplc.com | benchmarkplc.com

* Business cards previously had rounded corners — they have been removed to ensure consistency when printed globally. 66

Letterheads

Recipient Name 18 Marlborough Grove London SE1 5JT

20 Bloggs Street, London, WC1 XYZ, UK info@benchmarkplc.com +44 (0)20 222 6666 benchmarkplc.com Company no: 4115910

Dear Sir/Madam Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris convallis vel ex in consectetur. Suspendisse quis quam tristique, ornare nisi vel, consectetur elit. Vestibulum efficitur aliquam diam, in pretium ex pharetra ut. Pellentesque tempus, quis placerat sollicitudin, lacus nunc convallis tortor, nec tempus erat purus eget odio. Proin cursus est at est molestie viverra. In fringilla augue vel ipsum bibendum malesuada. Morbi vitae orci hendrerit, gravida felis at, interdum risus. Ut euismod eros justo, nec congue mauris tristique id. Morbi quis luctus neque. Sed et felis velit. Aliquam vel urna sed mauris euismod elementum eget sit amet tellus. Nulla libero tortor, euismod quis placerat ut, bibendum et risus. Vivamus vestibulum erat vitae purus rutrum hendrerit. Nullam ullamcorper non nisl a facilisis. Praesent suscipit felis velit, at convallis diam rutrum vulputate. Etiam vel feugiat tortor. Morbi vel dapibus lacus. Proin in ipsum eleifend urna rhoncus scelerisque in sollicitudin nisi. Morbi sit amet rhoncus elit, sed commodo ante. Mauris mollis tortor eu vestibulum ullamcorper. Praesent a faucibus metus. Duis nibh nibh, sodales nec lorem non, hendrerit pellentesque augue.

Kind regards Joe Bloggs Marketing Manager

Benchmark® Brand Guidelines

BROCHURES

These examples are based on an A5 brochure (148x210mm) with a 12-column grid and a 15mm margin. We suggest using A5 for most instances; experience tells us that people find it easier holding an A5 brochure in their hands rather than A4. A5 documents are also easier to carry in a bag when attending trade shows, therefore increasing longevity and reducing the likelihood of them ending up in a rubbish bin. Figure 1 demonstrates how a brochure cover should be laid out, with the Benchmark® logo in the top left corner and the shard used to elevate the brand. The core message is then placed in the bottom 50 percent of the page as outlined on page 58.

Figure 2 is an example of a standard content spread. The page title and lead paragraph are placed on the left hand side to introduce the subject, with the rest of the content flowing into the right hand side. Figure 3 illustrates how case studies can be used to break up content. A full bleed image is used to give maximum impact along with a large statement. In this instance, Libre Franklin can be used for the large statement to differentiate content types. Any other text can be placed in an area of the image with clear space to ensure legibility.

Committed to the sustainable development of the aquaculture industry

For more information about Benchmark® please visit benchmarkplc.com ✉ linkedin TWITTER

info@benchmarkplc.com Benchmark Holdings plc @WeAreBenchmark

CleanTreat is a subsidiary of Benchmark® Holdings plc. Copyright ©️ 2021, Benchmark® Holdings plc. This material and its contents are the property of Benchmark® Holdings plc and should not be copied, reproduced or modified except with the explicit permission of Benchmark® Holdings plc. All rights reserved. A5 Benchmark® Brochure V1/9 March 2021/BMK-EN-10043

An example of a front and back cover using a strong hero image and large statements 68

Driving sustainability in aquaculture We are a leading provider of aquaculture solutions in Genetics, Advanced Nutrition and Health.

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ent quiatio. Volupic iliciatatiam sinctem quam net. Parum adis alibus eum imusanditae sitat et unti te velles aut et re inihil ipis pa dolupta tumquo ius sed esto ma enimend aepratia vendendigent acestotat. Hicium vollorendunt et pa cuptamus autemque parciissum incium volupta tiant, am quisit offictur suntia accus, cor aut essi assimusandam eate consent et unt que aut quid que quo omnimet vel is dolut el et facienissit listis in nihita de core, sendessum consequi tem essequibero velignam del ipsam. Nobite mos ea nem iur aut aut dipsaessim dolores aliae videstrum nihillent laceste caeptatur repudaepero ommolupta dit officidus alist excerovid qui dolenist everum que acilitatecea voluptae. Evendun duntur aut dolum, sa denim hiciaec toriore veri dellitatem que eostiatem quia doluptate est,

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An example of an introductory spread, using pull quotes to highlight key messaging

Large statement Udior raero ipitium ventotatque mo velenihil is dolorib usciis magnitis doluptur a nulpa pra dus, quo odis inis quae nonsequid maion core volo conem labor secae mod et rectatquo que sim nos nos ad magnatiis alibus, omnis erit pliquias sitem et fuga. Optas maximoluptur soloris re idi officiu scillabor sapit et volumquatur ab il minihillant int atatur as reperch itatius volest, il esed essum auta si cus illest, offic torum fugit magnihitat idelenist, si simil id ut maios resecte mporum ex esed eaqui volupta. Totat omnihit etus, torpos non etur autem. Xime dolorit fugia dolorio ommoluptatet doluptis dolorias perum, erspedipsame occabo. Nequae deles pa dolupis nienis rectoresequo quam que consed maximinit eum denturio cum hic tem autente vernate nis re niscium dit accum nam, tent omniscient imuscid elitibu sapicae.

Obis inctibus volorum illores truptiis doluptatum qui dolupta mentem nesequi to es et remosan imendempore et quunt etur, sam earum laccabore exerem re debitio idellabores evero odiam, solorestis venet dolorro et aut ad quunt magnatibus modiorro ent quiatio. Volupic iliciatatiam sinctem quam net preiur, nos moluptat harunt. Parum adis alibus eum imusanditae sitat et unti te velles aut et re inihil ipis pa dolupta tumquo ius sed esto ma enimend aepratia vendendigent acestotat.

An example of a case study, which can used to break up large amounts of text and give impact in larger brochures 69

Benchmark® Brand Guidelines

ADVERTS

These examples are based on an A5 advert (148x210mm) with a 12-column grid and a 20mm margin. Again, the primary logo is placed in the top left corner alongside the shard. In this instance, the core message should be as short and concise as possible. This ensures it can give maximum impact at a larger size. Any other information, such as a supporting statement, can be placed under the core message to give context to the advert.

Our Beton DemiBold typeface is always used for the primary core message in this instance, with Libre Franklin used as a supporting typeface. If your chosen image does not provide enough contrast to contain the supporting text, use a white or coloured block to contain any supporting elements as shown adjacent.

Driving sustainability in aquaculture We are a leading provider of aquaculture solutions in Genetics, Advanced Nutrition and Health. benchmarkplc.com

An example of a landscape advert 70

Breeding for the future with genomic precision

We are a leading provider of aquaculture solutions in Genetics, Advanced Nutrition and Health. Optas maximoluptur soloris re idi officiu scillabor sapit et volumquatur ab il minihillant int atatur as reperch itatius volest, il esed essum auta si cus illest, offic torum fugit magnihitat idelenist volupta.

benchmarkplc.com

An example of a portrait advert 71

Benchmark® Brand Guidelines

SIGNAGE

Our signage plays an important role in terms of way-finding (letting visitors know they’re in the right place) and increasing the recognition of the Benchmark brand ®

To ensure all Benchmark® signage is effective, it’s important that the maximum number of relevant people can see it. Placement

Size

There are different types of signage and different purposes — consider:

Ensure signs are visible but not annoying: they must be big enough to read but not so big that they dominate an entire wall.

• External signs should be visible from the main road • Signs should be placed in accessible locations, so that people in wheelchairs can see them • Certain signs might need to include touch reading like braille for blind visitors

Design To ensure consistency, all Benchmark® company signage must meet one of the three predefined design formats: company brand specific, location specific or site specific.

Internal signage Internal way-finding is essential to allow people to navigate around large sites. Entrance and exit signs as well as clearly labelled individual departments and rooms should be produced based on the guidelines below.

Company brand specific Displayed at the site entrance, the company brand is always either black or white.

All signage should be as close to eye level as possible and readable from up to 12 metres away. Beton is the font used for all signage at a size of no less than 40mm high to ensure clear visibility. Another 40mm should be applied as clear space around the text.

40mm

40mm Location specific

Entrance 40mm

For location-specific signage, the company brand (e.g. Benchmark® Genetics) is followed by the location name (e.g. USA).

Site specific For site-specific signage, the brand (e.g. Benchmark® Genetics USA) is at the top, divided from the specific site (e.g. Fellsmere) by a horizontal line.

Benchmark® Brand Guidelines

MERCHANDISE & CORPORATE GIFTS

We only hand out merchandise that boosts our reputation, meets the needs of our customers and helps us stand out from our competition Any merchandise purchased on behalf of Benchmark® must have a well defined objective for use, be correctly targeted and ethically accountable.

Before buying merchandise, ask yourself the following five questions: 1. Is the merchandise the best possible way to make a positive impact on our target audience? 2. Will the merchandise add value to the Benchmark® offering? 3. Will the merchandise enhance our corporate image as a leader in sustainable aquaculture? 4. Will the merchandise inspire feelings of goodwill? 5. Does our targeted audience really need the merchandise and will they use it for years to come, instead of it ending up in the bin? If you can confidently answer ‘yes’ to each of the five questions — great. Go ahead and source sustainable items, ideally from a local supplier. Ensure your merchandise is of a high quality to improve longevity and, whenever possible, made using recycled consumer waste. If you answered ‘no’ to any of the questions, avoid creating more waste for landfill. Look after the planet and the Benchmark® brand — don’t buy unnecessary items that no one wants or needs.

Benchmark® Brand Guidelines

CLOTHING

Clothing should only be produced to promote essential aspects of the Benchmark business and always be sourced from sustainable materials ®

The Benchmark® master brand, business area brand or product brand should always be surrounded by clear space and at a size that can be recognised from a distance. Embroidered logos are preferred, as they withstand washing better than printed logos. This ensures the clothing can be used for a longer period and further underlines our sustainability ambitions.

The suggested size for logos on all clothing is 70mm wide. If it is required to be smaller, it should never be less than 40mm wide to ensure the embroidery accurately represents the brand. The first example below is when the brand is applied to a baseball cap. The Benchmark® logo should always be on the front, ideally placed on the left hand side or the centre of the cap. Any business area brand or product brand should always be placed on the right hand side of the cap surrounded by clear space.

Front Left

The second example below is when the brand is applied to a dress shirt. The Benchmark® logo should always be placed on the left breast. In the second example, the product logo is the main point of focus with the business area brand placed on the right sleeve as the supporting brand.

Right Side

Front

Right Side Side

Benchmark® Brand Guidelines

PRINT SPECIFICATION

At Benchmark we always aim to use paper that is made from 100 percent consumer waste ®

We always suggest choosing a paper weight and stock that suits the format. However, as a general rule, for a brochure or report we would recommend selecting a 300gsm uncoated stock for the cover and 120gsm for the inner pages. Business cards are printed on 350gsm uncoated stock and for a double-sided postcard or advert we would suggest a 300gsm stock to give it some weight and substance.

We use paper made from FSC-certified virgin fibre and we avoid using paper that has been created using energy generated from coal.

When buying paper, look for paper that is made from 100 percent consumer waste. Not all recycled paper is the same. When something is referred to as ‘recycled’, it might mean that only a small fraction of the material is actually made from old paper. Wherever possible, we actively avoid using products that are harmful to our planet. As coal is a well known pollutant, avoid using paper that is derived from coal energy.

If you are unable to source coal-free paper made from 100 percent consumer waste, look for paper that is made from FSC-certified virgin fibre. Unlike recycled paper, FSC-certified virgin fibre is made directly from new trees. However, the Forest Stewardship Council has strict criteria that guarantee set standards are maintained and ensure no indigenous people are displaced as part of the paper-making process.

100% recycled paper logo

FSC certified logo

Benchmark® Brand Guidelines

Design templates — digital WEBSITES

Coherent, well-designed digital communications ensure the intended audience has a positive viewing experience

For ease of use, digital content must be displayed logically. Desktop grid 1200+ pixels

Auto

3/4

Auto

1/4

1/2

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Mobile grid 0-575 pixels

1/2

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A 12-column grid applies to a desktop web layout to allow flexibility whilst being rigid enough to structure the content in a logical manner. For mobile devices, we apply a two-column grid and stack content accordingly. Always position the logo in the top left corner with clear space around it as illustrated in the logo section. A similar typography hierarchy applies to websites and printed documents with large statements and leading paragraphs in Beton and all body copy and small titles in Libre Franklin. Refer to the typography section for further guidance. It is important to consider responsive design when producing a website. This ensures all content scales smoothly to various screen sizes. Often this involves specifying that a 12-column grid at desktop size scales to two-columns on mobile devices, as illustrated in the adjacent example. 81

Benchmark® Brand Guidelines

ONLINE BANNERS

There are several different sizes of web banners. The most common sizes are outlined in the examples adjacent

Leaderboard: 1110x250px

Inline rectangle: 320x250px

Half-page: 300x600px

Skyscraper: 120x600px

Square: 250x250px

The logo should always be surrounded by clear space to ensure maximum impact. Secondly, the strapline should be clear and concise and have space to breathe. Web banners are another example where the brand shard can be removed due to the nature of the narrow format.

A white or coloured block can also be used in this instance to contain text if the chosen image does not have enough contrast. Contact your marketing team to find out more about online banners.

Benchmark® Brand Guidelines

PRESENTATIONS

Consistent use of design, fonts, formatting and imagery is essential in creating professional presentations Ensure the master Benchmark® PowerPoint template is used at all times for brand consistency. To hold the attention of the target audience, the positioning of text and logos, choice of font and use of upper and lower-case letters must remain consistent on every slide. Every slide should contain the primary logo mark to add brand value. Libre Franklin and Beton should be replaced by the system font Arial to ensure all users have the correct fonts installed. Our brand fonts are not commonly installed in PowerPoint; therefore, Arial is used as a substitute to guarantee consistency when sharing with internal and external partners. We have refreshed the fonts for PowerPoint several times over the years but Arial is now the only font used. Visit the Assetbank brand portal to download the latest template. 84

Where possible, presentation slides should be kept to a minimum and the content on each slide should be concise and easy to understand to ensure the viewer can digest the information. There are several slide layouts available in the master template to allow flexibility of use whilst maintaining a level of brand consistency. Full instructions on how to use the Benchmark® PowerPoint template are also available on our brand portal.

An example of a presentation cover slide using the full Benchmark® brand

This is a title

Sub-title and description

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An example of a content slide using just the logo mark to reinforce the brand 85

Benchmark® Brand Guidelines

SOCIAL MEDIA

It is important that the full primary logo is used at all times unless size is an issue For example, on social media small thumbnails are created when posting a message and the full logo may be illegible. Therefore, we have created the logo mark version to ensure the brand is visible when the logo is less than 50 pixels squared.

The full Benchmark® logo

The logo mark

An example of the Benchmark® Twitter page with the hero image and logo

Benchmark® Brand Guidelines

SOCIAL MEDIA

The examples adjacent illustrate some of the ways the brand can be applied to social media posts across all platforms Always ensure text is kept to a minimum in the design to give maximum impact. All other text can be added to the social media message along with hastags. In most instances the message and imagery should be prominent, using the majority of the design area. The Benchmark® brand then becomes a secondary element when used as a sign-off.

Our vision is to drive sustainability — providing needed solutions to crucial challenges as well as creating opportunities for the industry from our core areas of leading expertise, Genetics, Advanced Nutrition and Health. Trond Williksen CEO, Benchmark®

A Benchmark® LinkedIn post illustrating how quotes can be used to draw attention

Large statement

Supporting message — Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Instagram post examples using business area logos and colours as the primary focus

Benchmark® Brand Guidelines

Contacts BRANDING SUPPORT & TEAM CONTACT

We are here for you, whenever you need us. As a Benchmark employee — you are our brand ambassador ®

We know that branding comes naturally to some and less so to others, so we’re happy to support you. If you are unsure of anything or if you come across any misuse of our brand, let us know. It’s important. Contact the marketing or branding team for further guidance Marketing: comms@bmkholdings.com Branding: alex@thelostline.com

Driving sustainability in aquaculture

For a digital copy of this brand book visit Assetbank or ask your nearest marketing contact at Benchmark®.

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Contacts

Introduction

Brand identity

Design templates

Colours

Photography

Values