Innogen BrandBook™

TABLE OF CONTENTS TABLE OF CONTENTS Brand Definition ........................................................................................ 3

Company Profile .................................................................................... 16

Brand Management ............................................................................... 4

Generic Report ........................................................................................ 16

Brand Positioning .................................................................................... 5

Minutes, Agenda, Memo ................................................................. 17

Brand Expression ......................................................................................6

Polo Shirt ...................................................................................................... 19

Design Briefs ................................................................................................ 7 Primary Logo .............................................................................................. 9 Logo Options ................................................................................. ............10 Colour Palette ............................................................................................ 11 Graphics ........................................................................................................ 12 Typography ................................................................................................ 13 Letterhead..................................................................................................... 15

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Innogen BrandBook™

Business Cards ........................................................................................ 15

BRAND DEFINITION INNOGEN BRAND DEFINITION Company Name Primary Use -all signage, marketing & communications Innogen (upper/lower mixed case to be explored) Secondary - all legal reference Innogen Australia Pty Ltd Core Brand Definition As property industry experts, Innogen is the only company that truly understands, and is able to deliver a suite of energy solutions tailored to meet the specific needs of Australian retail, commercial office and industrial property owners.

Brand Promise Energy solutions with a competitive advantage.

Discover how Innogen is changing the game - Innovative Energy Generation.

Brand Personality Innogen is innovative, exceptional, genuine & involved.

To support our brand promise, we must be seen as passionate challengers of convention. Fearless innovators driven to explore. And, at the same time, a genuine, trustworthy collaborator. We must project these personality characteristics at every touch point with our customers, consistently and continually.

The brand personality describes the tone and manner of the Innogen brand that we want to communicate, in both the things we say and also in the interactions we have with customers and other key audiences.

Innogen BrandBook™

delivering highly creative solutions in a non-traditional way committed to creating the best solution for customers sincere, trustworthy and reliable inclusive and open with all key stakeholders

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Innovative Exceptional Genuine Involved

BRAND MANAGEMENT INNOGEN BRAND MANAGEMENT Coherence And Consistency With the rapid dissemination, sharing and access to information and messages brought about by the internet and globalisation, message coherence and consistency has become even more critical for brands like Innogen.

Strong global brands are coherent and consistent in the way they position and project themselves – both internally and externally – across the many markets in which they operate. Coherence is about how the brand creates meaning for – and makes sense to – our external stakeholders, in such a way that they clearly understand what Innogen stands for and is able to offer them.

Internal Execution The purpose of the BrandBook is to: • create a clear understanding of how we can make our core brand coherent for external stakeholders and apply it consistently; • provide guidance on how we can translate the Innogen brand essence into a consistent brand expression – which means how we position, communicate and live our brand through words, imagery and behaviours; • define some of the outcomes that we want in terms of the desired customer response and experience when they come into contact with the Innogen brand. Consistency is about brand alignment: making sure brand coherence is sustained over time and implemented in the same spirit whatever the medium, so that external stakeholders quickly recognise and respond to the unique voice of the brand speaking to them... and will do so again and again in all interaction with Innogen.

The Innogen brand is an extremely valuable asset. The appearance of our stationery, sales collateral, uniforms, vehicles, signs, and other branded elements form our public face. Together, they influence how we are perceived by customers, partners, the business community, the media and employees.

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Innogen BrandBook™

We aim to maximise the impact and value of our brand by presenting an appealing, professional and consistent public face that is uniquely Innogen.

BRAND POSITIONING INNOGEN BRAND POSITIONING Framework The framework simplifies the brand positioning approach: Brand Essence: the essential meaning of the brand and the combination of elements (core brand definition, brand identity, brand personality and brand promise) that make the essence unique; Brand Expression: how we translate the brand essence (meaning and uniqueness) into everyday communications and behaviour; Brand Experience: what we want our external stakeholders – primarily our customers – to think, feel and believe about Innogen in response to our communications and behaviour.

Applying all three features of the framework to our marketing and/or communication enables us to convey to customers four key attributes: innovative, exceptional, genuine & involved.

1. Brand Essence Innogen definition, identity, personality & promise

innovative exceptional genuine

2. Brand Expression

Emotional & rational response

Essence made tangible, behaviour & communication

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3. Brand Experience

Innogen BrandBook™

involved

BRAND EXPRESSION INNOGEN BRAND EXPRESSION Our brand expression is the way we communicate our brand essence. Brand expression makes the intangible elements of identity, personality and values tangible whenever they are creatively interpreted by advertising agencies, designers and copywriters. Our brand is also expressed behaviourally through the actions of employees.

The brand expression consists of three areas: communication, visual identity and brand behaviours. Visual and verbal identity must work in conjunction with the rules of Innogen’s visual identity (logotype, symbols, typeface and corporate colours).

Communications Whenever a customer reads an Innogen piece of communication, advert or brochure, they imagine what it sounds like if the printed word was being spoken phonetically. Their mind processes words as if they were engaged in a two-way conversation.

Tone of voice is the writing style, nuance and ‘pitch’ that we use in copy to communicate our messages. Innogen’s tone of voice is conditioned by its brand personality.

Our voice is smart, honest, visionary and caring. We seek to foster an emotional connection between our customers and the Innogen brand. Therefore it must contain life and compel a reaction.

We expect a certain level of intellegence from our audience and utilise high level communication. We are direct and confident, bold without being boastful. We focus on real-world solutions rather than technical features.

We speak conversationally. We express our passion for technology with a complete understanding that innovation is nothing without customer benefit.

Visual Identity Graphic elements are indispensable, if not crucial, for Innogen’s communications. They are the first element to grab a reader’s attention, arresting the eye at the start of the scanning process.

A unique and consistent style (‘treatment’) helps to create a specific look and feel to Innogen imagery. The use of Innogen “lime” is an obvious starting point. A consistent style leads to a recognisable association between the Innogen brand and the specific image style. Consistency helps the target customer to recognise the brand source of the advertisement or communication piece - a distinct advantage in a world of information and image ‘clutter’.

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Innogen BrandBook™

Memorability, however, is usually created by repeated use over time in marketing communication; so frequent changes of image style can be counterproductive by weakening brand associations and brand recognition as well as increasing marketing costs.

Continuity of image branding reinforces the Innogen brand in the customer’s mind.

DESIGN BRIEFS INNOGEN DESIGN BRIEF SUMMARY A short summary of the communication principles which should be applied to the advertising and design briefings given to an external agency.

Key aspects of the visual and verbal identity need to be reflected in the copy platform. Use them to evaluate the creative debrief.

1. Brand Promise The idea of “energy solutions with a competitive advantage”, should always support our brand positioning, implicitly or explicitly (but it is not to be used as a tag line).

2. Personality Traits One or more brand personality traits should be clearly evident.

3. Core Meaning The advertising contains a core meaning important to the customer and is integrated with the positioning.

5. Brand Message The brand message is clear (this starts with clarifying your communication objectives) and relates back to the core meaning.

6. Tone of Voice The tone is smart, honest, visionary and caring.

4. People Stories and images should feature real Innogen projects, customers or employees, to emphasise the brand relationship.

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Innogen BrandBook™

7. Images Photographic images should depict Innogen projects, with employees and/or customers (i.e. people) rather than inanimate objects or abstract illustrations. Images should also be branded using a specific and unique photographic style indelibly associated with Innogen.

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Innogen BrandBook™

BRANDMARK

PRIMARY LOGO DESIGN ELEMENTS Innogen Logo PMS 390 PMS Process Black Minimum Clear Space The Innogen logo must be surrounded by adequate clear space, otherwise known as the exclusion zone. Having a minimum clear space ensures immediate recognition and maximises the overall impact of the Innogen logo.

The Exclusion Zone is the distance between the logo and other surrounding elements, such as typography, illustrations, photographs and the trim edge of a printed item. Surrounding items should always be “2 x n” distance for top, left & right, and “n” for bottom of the logo. “n” is equal to the height & width of the letter “n” in the Innogen logo as illustrated on this page.

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EXCLUSION ZONE LAYOUT

Innogen BrandBook™

Notes Never replace corporate fonts with fonts that appear similar.

Never add any other logos, symbols or endorsements apart from the graphic elements that form part of the Innogen Brand artwork.

LOGO OPTIONS

GREYSCALE

REVERSE LOGO LAYOUT SETUP

ONE COLOUR

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REVERSE LOGO

COLOUR PALETTE CORPORATE COLOURS Innogen Logo PMS 390 PMS Process Black The corporate colours are one of the most instantly recognisable elements of the Innogen visual identity and promote a strong non-verbal message on the brands behalf.

The Innogen corporate colours are as much a part of the corporate identity as the logo, and, are equally as mandatory.

Colour Palette The corporate colours are used to ensure visual consistency.

Factors such as paper quality and printing methods can influence the appearance of the Innogen colours.

Therefore, when printing, or producing the logo electronically or digitally the respective colour breakdowns should be used to ensure colours are reproduced accurately.

We can also match paint colours for livery & signage with many brands such a Du Pont, AkzoNobel Coatings, PPG Industries.

Vehicle wraps should utilise 3M or Avery Decals

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Notes PMS - Spot Colour Printing CMYK - 4 Colour Process Printing RGB - Electronic HEX - HTML Electronic

GRAPHICS GRAPHIC ELEMENTS There are several graphic elements that may be utilised as part of the Innogen brand.

The INFINIGY is a graphic element of the Innogen logo.

Along with representing the “g” in the word innogen, it is also symbolic of infinity, a key aspect of our core business. The graphic may be used for signage and or apparel. It should not be used in its entirety on printed material - the WATERMARK should instead be used.

INFINIGY

INFINIGY WATERMARK

The SHORT STRIKE may be used for digital signatures such as email or similar.

SHORT STRIKE

The LONG STRIKE may be utilised for page headers or footers etc.

Both LONG and SHORT STRIKES, and the WATERMARK are the only acceptable infringements on the logo exclusion zone.

LONG STRIKE

Notes Please utilise Master Artwork Files to incorporate graphics into documents, electronic, online or other digital presentations.

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WATERMARK

The WATERMARK is a key element in the corporate identity items including but not limited to business cards, letterheads and internal correspondence. It is a cropped version of the INFINIGY mark.

TYPOGRAPHY

Subheadings: Body Text:

Primary Typeface:

Georgia Regular Calibri Regular

Calibri Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Calibri Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Calibri Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890

The typeface Calibri, has been chosen by the company based on its flexibility, legibility and wide availability.

Type is an integral part of the identity, and used together with the corporate colours becomes a powerful visual communication tool.

These corporate typefaces are required to provide a consistent image in all written communications generated by Innogen.

Primary Typeface The primary typeface, Calibri, is the typeface for use on all personal computers when creating body text in correspondence documents and presentations.

Regular, Bold, Italic and Bold Italic are permissible. The use of all upper case, lower case and numerical glyphs in the typeface are permissible.

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Headlines: Rockwell Bold

TYPOGRAPHY Consistent typography enables all printed material to be presented in a clear, distinctive manner.

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STATIONERY

STATIONERY The heart of a great brand is a strong and uniform identity that perfectly reflects its core values.

Innogen has a unique stationery layout style that is immediately recognisable.

Innogen Australia Pty. Ltd. Level 51, MLC Center 19 Martin Place Sydney, NSW, 2000 PHONE: +61 2 8239 3648 FAX: +61 2 8883 1799

The implementation of this consistent layout for the Innogen stationery range is key in ensuring the ongoing integrity of the Innogen brand.

SPECIFICATIONS • Letterhead Paper Size

Innogen Australia Pty. Ltd.

WEB: www.innogen.com.au

Level 51, MLC Centre 19 Martin Place Sydney, NSW, 2000

MOBILE: +61 419 446 366 EMAIL: colin.reay@innogen.com.au

PHONE: +61 2 8239 3648 FAX: +61 2 8883 1799

GENERAL MANAGER

A4, 297mm x 210mm - portrait Innogen Australia Pty. Ltd. Level 51, MLC Center 19 Martin Place Sydney, NSW, 2000 PHONE: +61 2 8239 3648 FAX: +61 2 8883 1799

Paper Type

White uncoated, 90gsm

Printing Method Digital inhouse

• Business Cards Paper Size

90mm x 45mm - landscape

Paper Type

White artboard, 420gsm

Printing Method

Full colour offset printing.

Matt celloglase with Spot UV varnish

Notes

Never replace corporate fonts with fonts that appear similar.

Never add any other logos, logotypes, symbols or endorsements.

Master artwork MUST be used for the reproduction of all elements.

All measurements are in millimetres.

The examples shown are not actual size.

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Colin Reay

STATIONERY SPECIFICATIONS • Report Template Paper Size

Level 51, MLC Centre, 19 Martin Place, Sydney, NSW, 2000 P: +61 2 8239 3924 E: enquiries@innogen.com.au

A4, 297mm x 210mm - portrait

www.innogen.com.au

Paper Type

INNOGEN GENERIC REPORT TITLE HERE 00 Month 2013

White uncoated, 90gsm

Printing Method

2.2.3 Table heading: Simple Table headings to be as per Heading 2 with plain lines.

Heading

Heading

Heading

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Our Team Colin Reay

Philip Noller

Raymund Manio

GENERAL MANAGER

PROJECT DIRECTOR

COMMERCIAL MANAGER

Innogen Australia Pty Ltd

Innogen Australia Pty Ltd

Innogen Australia Pty Ltd

• Company Profile

been with GPT for 10 years. Over the past 10 years Colin has held various roles

P: 02 8239 3648

P: 02 8239 3589

P: 02 8239 3747

M: 0419 446 366

M: 0413 018 456

M: 0402 893 737

E: colin.reay@innogen.com.au

E: phil.noller@innogen.com.au

E: raymund.manio@innogen.com.au

Paper Size

within the group which included National Property Operations and Development.

Colin Reay

Digital inhouse (or email transmission)

Colin Reay is General Manager (Innogen Australia) for The GPT Group and has

Colin was responsible for the Charlestown Square Cogeneration Plant from concept to delivery and understands the key investment and operational drivers that deliver successful embedded generation projects for Owners and Operators.

A4, 297mm x 210mm - portrait

General Manager

Paper Type

White uncoated, 90gsm

Philip has more than 25 years’ experience in the property industry. After 15 years in the construction industry, Philip was appointed to the role of

Printing Method

National Operations Manager for Lend Lease Retail / GPT, a position he held

Colin Reay GENERAL MANAGER

for 8 years. In 2008, Philip was appointed to the role of Chief Operating

Phil Noller

Raymund Manio

MOBILE: +61 413 018 456 EMAIL: phil.noller@innogen.com.au

MOBILE: +61 402 893 737 EMAIL: raymund.manio@innogen.com.au

PROJECT DIRECTOR

MOBILE: +61 419 446 366 EMAIL: colin.reay@innogen.com.au

Officer of Diamond Lend Lease Energy a joint venture of Diamond Energy and

COMMERCIAL MANAGER

Lend Lease Ventures. Philip was a Director of Lend Lease Ventures from early

Philip Noller

www.innogen.com.au

Digital inhouse (or email transmission)

2008 until the end of 2009 and a Director of WJP Solutions from mid 2008 until late 2011. In 2011 joined Innogen Australia as Project Director.

Project Director

INNOGEN GENERIC REPORT TITLE HERE 00 Month 2013

management and development. Experience in retail, commercial, residential

Sample heading section 1 [Heading 1 style]

Sample heading section 1 [Heading 2 style] ............................................................................ 3

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1.1.1

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and large scale mixed use property development across NSW & Victoria.

INNOGEN GENERIC REPORT TITLE HERE 00 Month 2013

2.2

Numbered Bullet Points: ......................................................................................................... 4

2.2.1

Bullet styles in use: ......................................................................................................................................... 4

2.2.2

Numbered styles in use: .................................................................................................................................. 5

2.2.3

Table heading: .................................................................................................................................................

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With a finance professional background with expertise in financial modeling, forecasting and analytics, and a comprehensive understanding of

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1.1

Victoria

New South Wales

Casuarina

Melbourne

Wollongong

Dandenong

Rouse Hill

Highpoint

Charlestown

Report subheading information 00 Month 2013

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Raymund Manio Commercial Manager

Parkmore

property accounting transactions, Raymund displays a strong sense of business acumen and proven leadership, seeking to ensure commercial

Never add any other logos, logotypes, symbols or endorsements.

solutions meet stakeholder requirements and maximise opportunities.

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Chrinside

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Company Profile

Master artwork MUST be used for the reproduction of all elements.

CORPORATE PROFILE >> Innogen Australia

Innogen Australia Pty Ltd (‘Innogen’) is a wholly owned subsidiary of The GPT Group. The GPT Group, an ASX Top 40 listed company, is an active owner and manager of a $14.3 billion diversified portfolio of quality Australian retail, office and industrial property assets.

Sample heading section 1 [Heading 2 style]

All measurements are in millimetres.

Innogen was borne out of the successful delivery of a natural gas fired cogeneration plant and embedded network as part of the recently completed redevelopment of Charlestown Square, north of Sydney. This plant has delivered the following quantifiable benefits:

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INNOGEN GENERIC REPORT TITLE HERE

Sample heading section 1 [Heading 1 style]

Northern Territory

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Never replace corporate fonts with fonts that appear similar.

Group. Raymund is a CPA with 12 years integrated experience in property

1.

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2.1 List Bullet Points: ..................................................................................................................... 4

Notes

Raymund Manio is Commercial Manager (Innogen Australia) for the GPT

Contents 1.1

• • • • •

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diversity of energy supply; lower operating costs; lower tenant operating costs; lower greenhouse gas emissions; and, reputational benefits for both GPT and its tenants.

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The Charlestown project is now in its second year of operations and has a forecast Total Return (10 Year IRR) of 20% and is currently mitigating 5,772 Tonnes of CO2 per annum from operations.

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Innogen has been created with a focus on delivering end-to-end innovative energy and generation solutions tailored to our customers’ requirements. Considerable time and energy is spent understanding our customers’ needs and then presenting tailored energy solutions options that seek to achieve the benefits mentioned above.

Innogen’s team has extensive property and energy markets capability. Having experience in both these markets allows us to understand and tailor energy solutions to our customers that meet the expectations of asset owners, developers and operators.

By providing end-to-end solutions Innogen is committed to a long-term relationship with our customers and is focused, not just on the delivery of energy solutions, but also on the ongoing operational and financial performance.

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The strength of this end-to-end service and our commitment to a long-term relationship ensures a win/win solution for both our customers and Innogen.

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CORPORATE PROFILE >> Innogen Australia

COMPANY PROFILE

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16 Innogen BrandBook™

The total estimated capital value of the projects detailed above is approximately: $27,000,000.

STATIONERY

Innogen Australia Pty. Ltd. Level 51, MLC Centre 19 Martin Place Sydney, NSW 2000 PHONE: +61 2 8239 3747 FAX: +61 2 8883 1799 WEB: www.innogen.com.au

SPECIFICATIONS • Minutes Paper Size

Minutes Meeting:

[Formal Name of Group]

Location:

[Location of Meeting]

Date:

[Date]

Time:

Chairperson:

[Name of Chairperson]

Attendees:

[Those Attending]

Apologies: [Apologies Received]

Distribution:

[These minutes distributed to…]

Innogen Australia Pty. Ltd.

A4, 297mm x 210mm - portrait

Paper Type

[Time]

White uncoated, 90gsm

Printing Method

Digital inhouse (or email transmission)

Level 51, MLC Centre 19 Martin Place Sydney, NSW 2000 PHONE: +61 2 8239 3924 FAX: +61 2 8883 1799 WEB: www.innogen.com.au

• Agenda

Copy ….

Paper Size

Next Meeting: [00 Month 20XX] at [00:00 am/pm]

A4, 297mm x 210mm - portrait

Agenda

Paper Type

Meeting:

[Formal Name of Group]

Location:

[Location of Meeting]

Date:

[Date]

Time:

Chairperson:

[Chairperson]

Attendees:

[Those Attending]

White uncoated, 90gsm

Printing Method

Digital inhouse (or email transmission)

[Time]

• Memo

Paper Size

Innogen Australia Pty. Ltd.

A4, 297mm x 210mm - portrait

[Copy...]

Level 51, MLC Centre 19 Martin Place Sydney, NSW 2000 PHONE: +61 2 8239 3924 FAX: +61 2 8883 1799 WEB: www.innogen.com.au

Paper Type

White uncoated, 90gsm

Memo [Recipient Name]

From:

[Your Name]

cc:

[Names]

Date:

[Click to select date]

Re:

[Subject]

1

Printing Method

Digital inhouse (or email transmission)

Notes

Never replace corporate fonts with fonts that appear similar.

Never add any other logos, logotypes, symbols or endorsements.

Master artwork MUST be used for the reproduction of all elements.

Dear [Recipient Name] [Copy....]

Yours Sincerely,

Name Title

MEMO (PROFESSIONAL DESIGN)

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AGENDA ( PROFESSIONAL DESIGN)

1

All measurements are in millimetres.

The examples shown are not actual size.

17 Innogen BrandBook™

To:

MEMO (PROFESSIONAL DESIGN)

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PROMOTIONAL

APPAREL

SPECIFICATIONS • Polo Shirts - Embroidered Shirt Stock

Black Lacoste Polo Shirts

Embroidery Position 90mm Right Chest

19 Innogen BrandBook™

STITCH SCREENSHOT

Level 51, MLC Centre 19 Martin Place Sydney NSW 2000 P: +61 2 8239 3924 E: enquiries@innogen.com.au www.innogen.com.au