Fintech company rebranding by Jolanta Ou

Brand Standards

April 2020

Introduction

This document is a comprehensive guide for everything related to the Neontri brand. It’s the foundation for all our business communication, both with the outside world and with each other. The standardization of how we look and talk lets us leverage the combined strengths of our company and tell consistent powerful stories about our solutions. This way we can achieve our goal to build a distinctive world-class brand recognizable to the international leaders in the financial industry.

Thank you. Dominik & Jola

Contents

How to comply with brand standards: 1) Read this document in full to learn more about the company and its founders. Understand the core elements of the Neontri brand. 2) Use the table of contents or the navigation in the bottom left corner of the document to find a specific brand element and the instruction on how to apply it. 3) If you haven’t found the information you need or the appropriate template, contact Dominik (karolina.stepniewska@neontri.com) or Jola (jolanta.ozdzynska@neontri.com)

Contents

2. How we talk

3. How we look

2.1. Audience 16

3.1. Logo versions 24

1.2. Founders’ story 06

2.2. Language 17

3.2. Temporary transition logo

1.3. Founders’ bio 07

2.3. Voice and tone

3.3. Logo protection 28

1.4. Brand name 09

2.4. Communication channels

3.4. Logo responsiveness

1.5. Tagline 10

2.5. Message house 20

3.5. Logo don’ts 31

1.6. Mission and vision

2.6. Capitalization and

3.6. Fonts 32

1.7. Brand values 12

punctuation 21

3.7. Colors 35

1.8. Brand personality 13

2.7. Commonly used words

3.8. Brand system 36

1. Who we are 1.1. In a nutshell

1.9. Brand architecture

3.9. Documents 44 3.10. Logo execution examples

1. Who we are

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1. Who we are | 1.1. In a nutshell

Neontri is a brainchild of two serial entrepreneurs – Maciej Stępień and Wojciech Zatorski.

2013

The company specializes in B2B solutions in three areas: mobile banking, payments and big data. They’re created by the internal R&D team. • The company was established in March 2013 under the name Braintri, when Maciej and Wojciech were working as main consultants on the creation of a Polish national mobile payment scheme BLIK.

2016

• Over the next few years, the company grew dynamically in terms of the revenues and number of employees linked with a switch of the business model from IT consulting to software development services. • Another milestone in the history of the company was reached in 2019, when the founders came up with a strategic decision to start international expansion based on own products. This move was marked by comprehensive rebranding and renaming to Neontri.

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2019

1. Who we are | 1.2. Founders’ story It’s our second time building a successful venture together. The first one was the creation of a paytech Trevica, bought by Mastercard in 2012 and rebranded to Mastercard Payment Transaction Services.

Neontri is the brainchild of my long-time business partner Wojtek and me. We came up with the idea of founding Braintri in 2013, when we were creating the national mobile payments standard BLIK with leading Polish banks.

Over the following years, we’ve built a fintech capable of delivering top-notch solutions for the biggest players in the financial industry. Our solutions gained global recognition: • “Best of Show” at Finovate US. • World’s No. 1 Mobile Banking App (twice). • SAP Global Innovation Award. • Citi Mobile Challenge Award.

Now, the time has come for another big step in the development of our company. We want to gain a stronger foothold abroad and create our product lines based on our expertise in mobile, payments and big data. To signal this move to the market, we decided to rebrand to Neontri.

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1. Who we are | 1.3. Founders’ bio

Maciej Stępień

Wojciech Zatorski

CEO

COO

SERIAL ENTREPRENEURSHIP

FINTECH INNOVATION

MOBILE PAYMENTS EVANGELIZATION

BULLSHIT TOLERANCE

FINANCIAL EXTRAVAGANCE

As the co-founder and CEO of Neontri, Maciej is responsible for the company’s sales and business strategy.

Being the co-founder and COO of Neontri he is responsible for managing finance and operations of the company.

Before founding Neontri together with Wojciech, he created Trevica, a paytech startup bought by Mastercard. Earlier, he was also a partner and shareholder of Pentegy, an international IT consulting company.

Prior to founding Neontri, he was one of the forces behind the success of a paytech Trevica created by his long-time business partner Maciej. He’s also the founder and CEO of Camiveo, a supplier of IT infrastructure management.

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1. Who we are | 1.4. Brand name

solid

flexible

bold

we are:

smart

different

reliable deeply rooted

visible

light

organic

parallel 3 product lines

tree

new beginning neon tubes

neos

we mean:

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holistic

neon

three tri

1. Who we are | 1.5. Tagline

Reshaping fintech

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1. Who we are | 1.6. Mission and vision

Mission

To help the financial industry benefit from the transition to a mobile-first world. Vision

To build a strong global business presence based on internally invented B2B products for the financial industry.

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our tree of values: 12

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Persistence

Teamwork

Customer satisfaction

Honesty & trust

Optimism

1. Who we are | 1.7. Brand values

1. Who we are | 1.8. Brand personality

Enthusiastic

Casual

Quality

Traditional

Innovative

Quantity

Professional

Humble

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1. Who we are | 1.9. Brand architecture

Brand Architecture strategy is an important guide for the development of new products and services to help the audience access and relate to a brand. Endorsed brand architecture strategy consists of the creation of sub-brands with their own identity for certain business units under a parent brand. These sub-brands are grouped, adding prestige and credibility. To create product brand, we use: SAME • font – Vibur https://fonts.google.com/specimen/Vibur • wordmark color black • symbol color red • endorsement - “by Neontri” DIFFERENT • naming *iffee-*ee • symbol shape

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2. How we talk

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2. How we talk | 2.1. Audience

Clients

Investors

C-level executives and managers

VC / PE funds

Mobile developers (Android / iOS)

Angel investors Business accelerators

Areas of responsibility: IT, innovations, digital channels etc. Industries: banking, ﬁnance, payments, insurance

Employees CURRENT AND PROSPECTIVE

Software developers Analysts Testers

Public administration High level ofﬁcials (secretary of state and above) Types of institutions: support for Polish entrepreneurs, grants and funding, external business relations

Project managers

Influencers Journalists Bloggers Social media inﬂuencers Marketing and PR professionals from other companies

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2. How we talk | 2.2. Language

In the internal communication, we mostly use Polish. We’re a Polish company, after all!

In the external communication, we use English and Polish depending on the context and audience. All of our documentation and most marketing materials are prepared with an English-ﬁrst attitude.

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2. How we talk | 2.3. Voice and tone

Simple and clear. No jargon, KISS.

Simple

Technical

Enthusiastic. We\re proud of our achievements and quality of work. Direct. Straight to the point. Professional. With a hint of humor (2/3 pro vs. 1/3 casual). Outstanding quality. Like everything else we do.

Humble

Digressive

Casual

Quantity

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Enthusiastic

Direct

Professional

Quality

2. How we talk | 2.4. Communication channels

people company website

employees clients business partners

events

ONLINE

Jiffee, Biffee

promo items

Google search results

Google site - Pomocniczek

Neontri brand

promo materials

social media office interior design

Facebook Twitter LinkedIn

digital ads

Google ads

owned

mailings

earned paid

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OFFLINE

product websites

2. How we talk | 2.5. Message house

We are one of the most innovative European fintechs.

We offer enterprise-grade quality with the flexibility and speed of a startup.

Our R&D team creates innovative products in mobile banking, payments, and big data areas.

• We’re the co-creators of IKO – the best mobile app in the world.

Our team of outstanding IT and business experts is our most valuable asset.

innovation

• We co-created BLIK – the Polish nation-wide mobile payments scheme. • We realize projects on foreign markets – USA, UK, UAE, Brazil, Turkey. • We’ve been honored with prestigious awards, e.g. Best of Show at Finovate, Polish Innovation Award.

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mobile

ﬁntech

2. How we talk | 2.6. Capitalization and punctuation

Our capitalization and punctuation rules follow standard practices. These rules help create communications that feel natural to all of our audiences. All complete sentences start with an initial capital letter and end with appropriate punctuation. All proper nouns and acronyms are capitalized everywhere they appear. Generally, the first word in a title should always start with a capital letter, and the rest of the title should be lowercase. A title should not include a period. However, it can end with a question mark. The first word after a bullet point or sub-bullet point should always start with a capital letter. Punctuate the bulleted text according to standard punctuation rules: a complete sentence requires a period, whereas a phrase does not. Always use capital letters for the first letter of proper names, proper nouns, and names of countries and cities. All table, chart, and graph headlines should use initial capital letters. Punctuate the text according to standard punctuation rules.

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Our products

How can we help?

We analyze global innovation in the sector and form our own recipe for game-changing online payments.

We analyze global innovations in the sector and form our own recipe for game-changing online payments.

• We’re the co-creators of IKO – the best mobile app in the world. We co-created BLIK – the Polish nation-wide mobile payments scheme. • We realize projects on foreign markets – USA, UK, UAE, Brazil, Turkey. • We’ve been honored with prestigious awards, e.g. Best of Show at Finovate, Polish Innovation Award.

Figure 1. Number of users 100% 80% 60% 40% 20% 0%

2015

2016

2017

2018

2. How we talk | 2.7. Commonly used words

Dos Neontri big data IoT Internet e-mail e-commerce m-commerce

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Don’ts neontri, NEONTRI, NeonTri Big data, Big Data, BIG DATA Internet of Things, Internet Rzeczy, iot internet Email, email, eMail eCommerce, ecommerce, Ecommerce mCommerce, mcommerce, Mcommerce

3. How we look

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3. How we look | 3.1. Logo versions

Primary logo Our primary logo consists of a glyph and a wordmark. The wordmark is on the right side of the mark, and it’s pushed slightly under it. Our logo is an original blend of two elements: parallel and cylindrical neon tubes and a tree. The logo is meant to be simple and easy to use, but at the same time inspiring and clever. Every neon tube in the graphical part is irregular and organic like a tree. It symbolizes that all of our products and team members are different. But in a wider perspective, all tubes form a regular and stable geometric construction - together we form one strong entity.

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3. How we look | 3.1. Logo versions

The main color theme of our brand is based on 5 colors. Primary colors: raspberry and black. Additional colors: two shades of gray and white.

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3. How we look | 3.1. Logo versions

Logo (monochromatic version).

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3. How we look | 3.2. Temporary transition logo

The transition logo has been created for temporary use in the first few months after the rebranding. It should be used in marketing materials where it’s necessary and/or desirable to emphasize the link and continuity between the old and the new brand.

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3. How we look | 3.3. Logo protection

In order to work properly, our logo should always be used with a protection zone. It’s an area around the logo that must be kept free of graphics, text, and symbols of any kind. In order to mark the basic and minimal protection zone, we use the height and width of the letter “n”.

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3. How we look | 3.4. Logo responsiveness

A responsive logo renders a shape-shifting image across every channel, allowing our brand identity to scale and apply wherever we encounter our audience. We can also apply this rule to printed materials depending on the layout size, the used logo can differ in its form.

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3. How we look | 3.4. Logo responsiveness

We’ve added to our branding elements a logo mark. It is less official than the primary logo. The mark can be used as an additional element whenever we want to use our logo but we don’t want to make a hard statment.

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3. How we look | 3.5. Logo don’ts

Don’t: • Switch or change the colors of any part of the logo, • Change the size of any element of the logo, • Change the placement of logo elements, • Use a different typeface, • Change the size of the letters, • Stretch or contract the logo.

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neontri

3. How we look | 3.6. Fonts

For all of the company’s official materials, marketing and everything else, we use the following fonts:

SEN, available at: https://philatype.com/sen

Sen Bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ ,.?!@#$%&*():;–

Sen is used mostly for headlines, pullout text, or any leading copy.

MONTSERRAT, available at: https://fonts.google.com/specimen/Montserrat Montserrat is used for larger chunks of text and body copy text. It’s also used in Google Docs.

The typography in our texts is usually aligned left. Use sentence case whenever possible.

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Montserrat Regular abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ ,.?!@#$%&*():;–

3. How we look | 3.6. Fonts Font styles

H1 - Sen Bold We analyze global innovation in the sector and form our own recipe for game-changing online payments.

INTRO - Monserrat Regular We analyze global innovation in the sector and form our own recipe for game-changing online payments.

H2 - Sen Bold We analyze global innovation in the sector and form our own recipe for game-changing online payments.

H3 - Sen Bold We analyze global innovation in the sector and form our own recipe for game-changing online payments.

Body Bold - Montserrat Bold We analyze global innovation in the sector and form our own recipe for game-changing online payments.

Body Red - Montserrat Medium We analyze global innovation in the sector and form our own recipe for game-changing online payments.

Body - Montserrat Medium We analyze global innovation in the sector and form our own recipe for game-changing online payments.

Footer - Sen Bold: We analyze global innovation in the sector and form our own recipe for game-changing online payments.

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3. How we look | 3.6. Fonts Hierarchy examples

Our products

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Vivamus eu fermentum lacus. Nulla facilisi. Nulla tincidunt sed sem vel faucibus. Fusce pharetra suscipit odio sed fermentum. In in velit eu metus semper efﬁcitur. Mauris et placerat turpis. Suspendisse purus dui, convallis non purus eu, pellentesque pellen

Our products

Vivamus eu fermentum lacus. Nulla facilisi. Nulla tincidunt sed sem vel faucibus. Fusce pharetra suscipit odio sed

Vivamus eu fermentum lacus. Nulla facilisi. Nulla tincidunt sed sem vel

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3. How we look | 3.7. Colors

RGB and HEX colors should be used in materials primarily designed for digital screens, e.g. a website or mobile app.

Dark Grey

Ash Grey

Pantone colors are used in high-quality printed materials, where the main goal is to achieve the most accurate color.

RGB 53 | 52 | 52

RGB 223 | 221 | 219

HEX #353434

HEX #dfdddb

PANTONE P 179-15 C

PANTONE P 179-2 C

CMYK colors are used in all other printed materials.

CMYK 0 | 0 | 0 | 90

CMYK 0 | 0 | 0 | 12

Black

Additional HEX colors for digital purposes:

RGB 0 | 0 | 0

Info #26DCE2

HEX #000000

Primary #007AFF

PANTONE Black C

CMYK 0 | 0 | 0 | 100

Success #4EAC2D Warning #F9D137 Danger #FF243F

Raspberry Red

White

RGB 255 | 36 | 63

RGB 255 | 255 | 255

HEX #ff243f

HEX #ffffff

PANTONE 192 C

CMYK 0 | 0 | 0 | 0

CMYK 0 | 91 | 65 | 0

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3. How we look | 3.8. Brand system

CI ELEMENTS

Our brand identity is based on shapes because we’re “reshaping fintech”. The shapes in our logo and all other parts of our brand identity can either be filled with color or become neon outlines. Color shapes are put together as color blocks, creating dynamic and flexible compositions to use as layouts or backgrounds. Outline neon shapes can be used only on black and dark grey backgrounds or shapes. They mustn’t be used on red. Outline neon shapes are always red or grey.

colors

shapes

neon shapes & lines

highlight outline blur shadow

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3. How we look | 3.8. Brand system

Basic composition You can take one, two, or three shapes. The shapes should create a dynamic diagonal composition. The shapes can overlap.

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3. How we look | 3.8. Brand system

Shape size

Color management & composition

Big Black

We have three shape sizes: big, medium, and small. Each shape comes in one of the five brand colors.

For readability, it’s advised not to use high-contrast colors in one composition.

Dark grey

Background

Each composition should use no more than three colors at once: one background color and two colors for the shapes.

Raspberry red

Ash grey

White

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Medium

Small

+neon

3. How we look | 3.8. Brand system

Typography & elements

Reshaping fintech

We analyze global innovation in the sector and form our own recipe for game-changing online payments.

Our products Vivamus eu fermentum lacus. Nulla facilisi. Nulla tincidunt sed sem vel faucibus. Fusce pharetra suscipit odio sed fermentum. In in velit eu metus semper efﬁcitur. Mauris et placerat turpis.

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Vivamus eu fermentum lacus. Nulla facilisi. Nulla tincidunt sed sem vel faucibus. Fusce pharetra suscipit odio sed fermentum. In in velit eu metus semper efficitur. Mauris et placerat turpis.

3. How we look | 3.8. Brand system

Logo & shapes composition

We analyze global innovation in the sector.

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Reshaping fintech

3. How we look | 3.8. Brand system

Layouts with photos

We analyze global innovation in the sector and form our own recipe for game-changing online payments.Online payments

Body Bold - Montserrat Bold We analyze global innovation in the sector and form our own recipe for game-changing online payments.

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3. How we look | 3.8. Brand system Illustration color style

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3. How we look | 3.8. Brand system Icon style

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3. How we look | 3.9. Documents 01 strony tytułowe PowerPoint template

02 przekładki

Kliknij tutaj aby edytować tytuł druga linia tytułu

Kliknij tutaj aby edytować podtytuł

Reshaping fintech

Kliknij tutaj aby edytować tytuł druga linia tytułu

OPCJONALNY PODTYTUŁ SEKCJI (SEN REGULAR, 24 PT, ALL CAPS)

03 pull out texty

Kliknij tutaj aby edytować tytuł druga linia tytułu

04 foto slajdy

Nagłówek 2 (Sen Bold 24pt)

Tekst (Montserrat 16pt)

Reshaping fintech

Nagłówek 1 (Sen Bold 32pt)

05 cytat

06 ostatnia

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The standarization of how we look and talk let’s us leverage the combined strengths of our.

Nagłówek 1 (Sen Bold 32pt)

Nazwa feature

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

Nazwa feature

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

Nazwa feature

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

Nazwa feature

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

Reshaping fintech

The standarization of how we look and talk let’s us leverage the combined strengths of our.

Imię i Nazwisko

STANOWISKO

+48 693 677 027 dominik.modrzejewski@braintri.com

3. How we look | 3.9. Documents E-mail signature Nowa wiadomość Do Temat

Action item. High turnaround rate circle back for low engagement pixel pushing, or herding cats, and turn the crank. Drop-dead date beef up, or synergize productive mindfulness. Today shall be a cloudy day, thanks to blue sky thinking, we can now deploy our new UI to the cloud a loss a day will keep you focused so make sure to include in your wheelhouse quick-win proceduralize, nor deep dive, that's not on the roadmap. Out of the loop performance review. Strategic high-level 30,000 ft view big boy pants yet but what's the real problem we're trying to solve here?

Wojciech Zatorski COO

t: +48 577 757 721 e: kontakt@neontri.com

Neontri sp. z o.o. sp. k., ul. Puławska 2, 02-566 Warszawa. NIP: 521-36-45-858; REGON: 146596666; KRS: 0000502736 Sąd Rejonowy dla Miasta Stołecznego Warszawy, XIII Wydział Gospodarczy Krajowego Rejestru Sądowego. Powyższa wiadomość ma charakter ściśle poufny i dedykowana jest jedynie do jej adresata. Jeżeli otrzymałeś ją przez pomyłkę, prosimy o zawiadomienie nadawcy i natychmiastowe skasowanie jej. This message is confidential and intended solely for the person to whom it is addressed. If you are not the intended recipient, please notify the sender and delete the original without taking any action in reliance on it.

Wyślij

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3. How we look | 3.10. Logo execution examples Social media key visual

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3. How we look | 3.10. Logo execution examples Billboard

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3. How we look | 3.10. Logo execution examples

Flag

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3. How we look | 3.10. Logo execution examples Hoodie

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3. How we look | 3.10. Logo execution examples Gift box

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3. How we look | 3.10. Logo execution examples Notebook

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3. How we look | 3.10. Logo execution examples Small pendant

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3. How we look | 3.10. Logo execution examples Stickers

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3. How we look | 3.10. Logo execution examples Office interior elements

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3. How we look | 3.10. Logo execution examples Office entrance doors

duze drzwi

małe drzwi

15cm 15cm

3 55

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160xm

Thank you for your attention! In case of any further questions or doubts regarding the Neontri Brand Standards, please contact either: Karolina â&#x20AC;&#x201C; karolina.stepniewska@neontri.com or Jola â&#x20AC;&#x201C; jolanta.ozdzynska@neontri.com

Fintech company rebranding

Articles inside

1.1. In a nutshell

3.2. Temporary transition logo

3.4. Logo responsiveness

3.6. Fonts

punctuation

2.5. Message house

3.3. Logo protection

3.1. Logo versions