IWS Brand Guidelines

BRAND GUIDELINES 2021–2022

Edition 09.2021 © IWS Integrated Warehouse Solutions

iwsolutions.com

iwsolutions.com

Brand Guidelines

THE PURPOSE OF THIS BRAND GUIDE

is to ensure consistent presentation and communication of the IWS brand.

This document establishes guidelines for messaging and graphic treatments across various applications.

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Brand Guidelines

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INSIDE THE GUIDE

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01. IDENTITY OVERVIEW 1.1 Introduction and Brand Pillars............................................ 05 1.2 Tone of Voice Principles....................................................... 06

02. BRAND DESIGN 2.1 Logo Usage............................................................................ 10 2.2 Corporate Typography......................................................... 16 2.3 IWS Colors............................................................................24 2.4 Photography........................................................................ 30

03. SAMPLE MATERIAL 3.1 Print and Environmental ......................................................34 3.2 Digital and Presentation......................................................35

Important Note We have created this document as a guide for anyone who is commissioning, writing, designing or producing IWS branded communications. This document contains a summary of the thinking behind our brand, an overview of creative style and an explanation of the basic elements of our identity. Please be considerate of these guidelines when communicating about IWS and its subbrands.

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01.

IDENTITY OVERVIEW

Brand Guidelines

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INTRODUCTION

The Integrated Warehouse Solutions family of brands offers a comprehensive range of products for the material handling industry.

We are committed to boosting the safety, efficiency and effectiveness of the facilities we serve. Our core values and strengths are best summarized by our Brand Pillars:

IMPACTFUL SOLUTIONS • Comprehensive Product Selection • Effective Problem Solving • Convenient Breadth of Knowledge RELENTLESS QUALITY • Best Mix of Products from the Best Brands • Fair Pricing, Superior Value • Accurate Service & Consistent Follow-Through

ENTERPRISING SPIRIT • Innovative Products • Continuous Improvement of Systems & Support • Leaders for the Industry DILIGENT PARTNERSHIP • Win-Win Oriented • Honest & Trustworthy • Open Communication

BRAND PROMISE IWS is your trusted partner in material handling solutions. We apply our deep industry knowledge and engineering expertise to offer the best selection of highquality brands and products, empowering workplaces to be safer, more efficient and more effective.

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Brand Guidelines

TONE OF VOICE To create communication that is distinctively IWS, we will use attributes that create a brand personality and help to increase brand recognition and recall.

Along with Look and Feel, Tone of Voice is what helps give a brand its distinctive personality and sets it apart from everyone else. This Tone of Voice needs to be reflected across all communication.

IWS TONE OF VOICE IS: CONFIDENT Our voice reflects a deep knowledge of the material handling industry and a sense of earned expertise. It is not boastful, nor is it bashful.

DIRECT Our dealers, distributors and end users are busy people; time is valuable. They deserve to find the answers they need without extraneous details.

INFORMED Each statement should be truthful and verifiable. We have the experience to back up our claims and we share what we know openly.

CONSCIENTIOUS We remain thoughtful and aware of each other’s needs and shared goals.

We take care not to offend others or neglect our values.

Using a consistent Tone of Voice serves to reflect the core identity of IWS and to reiterate what the brand stands for, in every communication. An established Tone of Voice helps you plan your messaging and choose what to emphasize.

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Brand Guidelines

02.

BRAND DESIGN

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APPROVED LOGOS IWS has one primary logo consisting of an initial-mark and a wordmark. Please note: The initial-mark and the wordmark must always be presented together, either as a lockup logotype or separated according to the IWS grid system, when first establishing IWS as the communication source. Once IWS has been established as the source, the initals can be used individually.

COLOR Our logo is available in two color schemes: The 2-color blue logo should be used on white or light-colored backgrounds; the 1-color white logo is for use on dark or busy backgrounds where color would decrease legibility.

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Brand Guidelines

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½

½

LOGO SPACING When our logo appears in a fixed relationship, it has an area of minimum clear space around it.

Do not let any text or graphcs encroach into this space. This will ensure that the logo stands out wherever it is used. Use approximately half the height of the “I” in IWS as a visual guide to determine clear space.

1.25" / 75 pixels

LOGO SIZE To make sure the logo always reproduces clearly, please do not shrink it smaller than the minimum size indicated on this page.

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SUB-LOGO LOCK-UPS In most cases, the logo lock-up of our sub-brands should appear on all IWS materials. The 2 versions of the lock-up shown below have been approved for usage.

Note that IWS brand colors have been applied to the sub-brands’ logos for visual consistency.

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Brand Guidelines

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SUB-LOGO USE WITH IWS LOGO The lock-up can appear anywhere within a layout; it does not have to appear alongside the IWS logo. However, the lock-up should never be any larger than ¼ the height of our corporate logo. This is especially true when used as part of a grouping with our corporate logo.

¼

LOGO JUSTIFICATION When appearing with the IWS logo, the sub-brand lockup can be either centered or right justified.

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Brand Guidelines

INCORRECT LOGO USAGE Any modification of our logos confuses their meaning, diminishes their impact, and is not allowed. Precise logo artwork has been created to accommodate any usage need. Never redraw, translate or otherwise alter our logo in any way. The following list of incorrect usages must be avoided to maintain the integrity of the IWS brand.

Do not warp or skew our logo.

Do not change the color of the logo.

Integrated Warehouse Solutions® Do not recreate or change the logo type.

Do not add outlines to our logo.

Do not add drop shadows or glow effects to our logo.

Do not disproportionately Scale our logo.

Do not apply metallic or 3-dimensional effects, such as bevel or emboss to our logo.

Do not rotate our logo.

Do not add elements to our logo.

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Do not rearrange, separate, or remove elements of the logo.

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IWS_blue_cmyk.ai | For full-color print

IWS_white.ai | For all printed material

IWS_blue_rgb.svg | For all digital platforms

IWS_white.svg | For all digital platforms

IWS_blue_rgb.png | For all digital platforms

IWS_white.png | For all digital platforms

IWS_blue_spot.ai | For spot color print only

AVAILABLE LOGOS The IWS and lock-up logos are available in multiple file formats for both print and digital applications. Please use the correct logo and color model for your media. All files can be downloaded via https://media.iws.com or via the QR code included on this page.

BNW_blue_cmyk.ai | For full-color print

BNW_blue_rgb.svg | For all digital platforms

BNW_white.ai | For all printed material

BNW_blue_rgb.png | For all digital platforms

BNW_white.svg | For all digital platforms

BNW_blue_spot.ai | For monochrome print only

BNW_white.png | For all digital platforms

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Brand Guidelines

2.2 CORPORATE TYPOGRAPHY IWS is a confident yet approachable brand, and its typography should reflect this. We use impactful, appealing fonts that convey intelligence and openness.

Consistent usage of type helps to form continuity across all communications and to build our brand identity.

IWS utilizes 2 typefaces: Benton Sans and Benton Modern. Benton Sans Wide is the primary IWS font and is used for most headlines and in instances where emphasis is required.

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Benton Sans Wide Light

Benton Sans Wide Regular

Benton Sans Wide Bold

Benton Sans Wide Black

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Bb abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

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Bb Benton Sans Light

Benton Sans Regular

Benton Sans Bold

Benton Sans Black

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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

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Bb Benton Sans CondensedLight

Benton Sans Condensed Regular

Benton Sans Condensed Bold

Benton Sans Condensed Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

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Brand Guidelines

Bb Benton Modern Roman

Benton Modern Roman Italic

Benton Modern Bold

Benton Modern Bold Italic

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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

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LOREM IPSUM DOLORET STET

2

LOREM IPSUM

3

1.5 X

X = 95% Leading

3X

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Benton Sans Bold may be used as a secondary headline

X = 125% Leading 3X

4

When needed, supported by an intro text, written in Benton Sans Regular. Lorem stet es oluptas pores numquaspe nonest consequae est et laut quis et eos et quam quam utet seque.

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1. Sub-headline: Benton Sans Wide Regular Text: upper case Kerning: 0 / metric Word spacing: 100% Leading: 95%

2. Main headline: Benton Sans Wide Bold Text: upper case Kerning: 0 / metric Word spacing: 100% Leading: 95%

3. Benton Sans Wide Regular Text: upper and lower case Kerning: 0 / metric Word spacing: 100% Leading: 125%

4. Benton Sans Regular and Bold can be used for secondary headlines, intro text, body copy, quotations, and graphs.

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Brand Guidelines

WEB AND EMBEDDED TYPE For online use as well as in instances when a font needs to be embedded into a documnent, e.g., Powerpoint, the fonts Libre Franklin and Staines should be used.

Libre Franklin Libre Franklin Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Libre Franklin Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Libre Franklin Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

fonts.google.com/specimen/Libre+Franklin

Staines Staines Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Staines Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

abfonts.freehostia.com/opti/fonts-s/index.htm

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REPLACEMENT TYPE When technical restrictions such as email formatting limit the use of the Benton typeface, the following replacement fonts are recommended:

If designing on or for a Mac, Helvetica Neue should be used:

Helvetica Neue Helvetica Neue Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Helvetica Neue Roman

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Helvetica Neue Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

If designing on or for Windows, Arial should be used:

Arial Arial Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Arial Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

Arial Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 !@#$%^&*()_+<>?,./:"

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2.3 CORPORATE COLORS Pantone 282 C (dark blue) is our main brand color and should be used in all IWS materials. Pantone 637 C (cyan) should be used more sparingly, as a compliment to dark blue, when a bit of energy is needed. Cool Gray 11 C is a neutral gray that serves well as a counterbalance to the others.

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Brand Guidelines

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PRIMARY COLORS

Pantone 294 C CMYK: C:100 M:72 Y:0 K:73 RGB: R:25 G:57 B:103 HEX: 193967

PANTONE® 294 C

Pantone 637 C CMYK: C:60 M:1 Y:9 K:0 RGB: R:77 G:197 B:226 HEX: 4DC5E2

PANTONE® 637 C

Pantone Cool Gray 11 C CMYK: C:63 M:52 Y:44 K:33 RGB: R:83 G:86 B:90 HEX: 53565A

PANTONE® Cool Gray 11 C

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Brand Guidelines

SECONDARY COLORS The secondary colors lend vibrancy and variety to the brand. Use only one at a time, and do not use more than a small amount.

PANTONE® 7502 C

PANTONE® 350 C

PANTONE® 2138 C

SECONDARY COLORS

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Pantone 7502 C CMYK: C:13 M:20 Y:45 K:3 RGB: R:206 G:184 B:136 HEX: CEB888

Pantone 2138 C CMYK: C:62 M:42 Y:17 K:12 RGB: R:100 G:118 B:146 HEX: 647692

Pantone 350 C CMYK: C:74 M:18 Y:81 K:62 RGB: R:44 G:82 B:52 HEX: 2C5234

Pantone 3556 C CMYK: C:0 M:88 Y:94 K:0 RGB: R:238 G:56 B:49 HEX: EE3831

PANTONE® 3556 C

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2

1

COLOR PRIORITY CHART 1 PMS 294

is the dominant color within the primary color palette.

2

PMS 637 and Cool Gray 11

are the 2 non-dominant primary colors and are used in equal amounts alongside 294.

3 The 4 secondary colors

should be used only in conjunction with the primary colors.

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Brand Guidelines

100%

60%

80%

40%

20%

20%

20%

40% 60% 80% 100%

COLOR TINT WHEEL Tints of the 3 primary colors may be used.

Tints of secondary colors should be avoided.

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40% 60% 80% 100%

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COLOR OVERLAYS Photos may be toned by using one of the 3 primary colors as multiplied overlays.

Pantone Cool Gray 11 may be used at any transparancy. However, 294 and 637 should only be used at 100%.

100%

60%

20%

PANTONE® Cool Gray 11 C Multiply

PANTONE® 294 C 100% Multiply

PANTONE® 637 C 100% Multiply

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2.4 PHOTOGRAPHY IWS imagery tells a story through people-forward photography complimented by more abstract, textural photos — e.g. a close-up on a warehouse door or loading dock tread.

Human subjects of IWS photography can be camera-aware but should always look natural in their environment. Only choose stock photos if they are believable, never cheesy. Images should be retouched, as needed, to reflect high-quality production values and professional lighting. Defining elements should be confidence, expertise and approachability.

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STOCK ART Stock images should be of the highest quality and relevant to the message being delivered. Images should never appear posed or frivolous.

INDUSTRIAL TEXTURES Industrial textures can be used to add visual interest to layouts or be used as backgrounds with overlays of primary colors.

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02.

SAMPLE MATERIAL

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PRINT AND ENVIRONMENTAL Odi ipsum quia quas nihitius mollendusam aspistrum eos erro estrum soloresequos aut voluptam ex explis dolessincit.

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About Us

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BECOME A DISTRIBUTOR Expand your capabilities with Bluff, Nordock and Wesco.

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OUR BRANDS

Bluff Manufacturing is a leading provider of steel and aluminum boards and plates, portable yard ramps, warehouse safety equipment and steel structures to companies throughout North, South and Central America for 80+ years.

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Innovative dock levelers and equipment that solves key industry challenges. Inis est, sam estor sent, sandignatem ipic torrore volum at fugia accum fuga. Nem fuga. Oritae voloreribus ex et et quis verro incilit atiores ciatia velecta quasimo lorere.

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Wesco's product line includes full lines of hand trucks, drum trucks and pallet jacks with an assortment of industrial material handling products such as plastic box carts, U-boats, service carts, wood dollies, shelf carts, machinery movers and scissor lifts.

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OUR SOLUTIONS

The Integrated Warehouse Solutions family of brands are equipped to outfit the material handling industry with a comprehensive range of products and custom engineered solutions to safely and efficiently move product in and outside of any facility.

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PRODUCT LITERATURE

LOREM DOLORET? SUPPORT

Visit the Resource Site

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WEB AND PRESENTATION Odi ipsum quia quas nihitius mollendusam aspistrum eos erro estrum soloresequos aut voluptam ex explis dolessincit.

LOREM DOLORET?

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PHOTO BACKGROUND

CHAPTER SLIDE

TITLE OF PRESENTATION IWS IPSUM DOLORET

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SUBTITLE OF PRESENTATION: PHOTO OVERLAY LOREM IPSUM DOLORET

june 15, 2022

7.TITLE OF PRESENTATION

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