Lexar brandbook 4 28

Lexar Brand Book

Spring 2017

Contents

3 Introduction 4

Lexar Brand Positioning Statement

5

Lexar Brand Pillars

6

Logo Usage

9

Brand Colors

10

Typography

11

Photography Style

12

Hero Product

13

Sample Applications

13

- Memory Cards

18

- USB Flash Drives

23

- Complete Product Line

28

Lexar Professional Logo Usage

29

Photography Style - Professional

30

Sample Applications - Professional

2

It’s pretty amazing what you can carry these days. Now all the things you can’t live without—favorite moments, amazing tunes, tons of information—can all fit on a single card or USB flash drive. But you’d better be sure it’s ready for such a big responsibility. Better make it Lexar.

This guide is your ticket to understanding the Lexar brand and crafting communications that bring it to life.

3

Lexar Brand Positioning Statement

For anyone who captures, stores, or transfers digital content, Lexar is the trusted memory provider that is dedicated to delivering reliable storage solutions centered on performance, quality, and expert support.

Trusted

Approachable

We know your content is important to you.

Precious photos. Important files. Priceless videos. We do all we can to look after them by delivering products you can count on. We make them with high-quality components and test them to their limits. We work with device manufacturers to make sure they’re compatible. Our product support and warranties are unparalleled. We create solutions for a range of needs—whether you’re a novice user or professional photographer, business executive or mom on the go. We’re trusted as a world leader in reliable memory solutions.

We’re committed to providing outstanding customer service. With friendly interactions, personalized advice, and expert support, we make it easy to do business with us. We’re easy to reach, and our support lines are staffed by real people, with a helpful attitude and the answers you need. We’re also trusted advisors to our partners and go the extra mile to help them with the materials and support they’re looking for. We’re much more than memory.

And we’re here when you need us.

Experienced When memory matters, the choice is Lexar.

With a history of more than 15 years in the industry, and vertical integration with Micron, a world leader in advanced semiconductor solutions, we know memory. We understand, develop, and introduce industry-leading, award-winning products in the latest formats, technologies, and capacities. We know the photography, video, storage, and mobile markets—inside and out. And we’re a global player in every major customer channel, having built a name synonymous with quality, innovation, and service.

Dedicated We’re driven by what we do. For years, we’ve gone the extra mile to develop innovative, industry-leading solutions and the best product experience possible. We offer helpful advice, useful tips and tricks from industry experts, clever tools like capacity widgets, and exceptional service and support. We move quickly with technology to design the right memory solution for your device, and we include valuable capabilities like security and recovery as part of our offering. You can count on Lexar for the performance and reliability you need.

4

Lexar Brand Pillars

Are you communicating the Lexar story?

Trusted Are you providing the customer with reliable, dependable, and consistent service and reassuring support?

no

yes

Experienced Are you providing expert service and support, knowledge, and benefits to your customers?

no

yes

Approachable Are you doing everything possible to make your interactions, communication and processes friendly, helpful, and easy for the customer?

no

yes

Dedicated no

Are your conversations and written communications clearly conveying our dedication to providing excellent customer service, support, and quality? yes

Sorry... please try again!

no

Do your visuals follow the Lexar Brand Identity Guidelines?

Does your content follow the Lexar Style Guide ?

yes

Congratulations!

Brand Pillar Approved

5

Logo Usage

Use the logo reversed out in white, as it works best with the dark background colors of this campaign.

Ideally, the logos should be staged with as much clear space as possible. However, the minimum clear space has been specified to ensure clear read, prominence, and clarity. To gauge the proper clear space, the surrounding space around the Lexar logo should be equal to the height of the letter “x” in “Lexar.”

Clear space = height and width of “X”

6

Logo Usage

Size options In order to keep the brand name prominent while ensuring the “by Micron” portion of the logo is legible at small sizes, it’s necessary to have a few different scales with varying ratios.

Please work with creative teams for use of approved logos.

“Small” logo

5

(between .75” - 1.5” or 75px - 125px) If using a logo at a small size, the “by Micron” needs to be slightly larger in proportion.

“Standard” logo

5

(between 1.5”- 3” or 125px - 200px) For general use, the “by Micron” logo is set at approximately 33% the size of the Lexar logo.

“Large” logo

5

(over 3” or over 200px) If using a logo at a very large size, the “by Micron” needs to be slightly smaller in proportion.

7

Incorrect Logo Usage

The examples on this page demonstrate incorrect use of the Lexar logo. Always be sure to use the logo reversed out in white when on blue background and black or full color logo when on white background.

X

Do not use the color version of the logo on colored backgrounds. Use the logo reversed out on white.

X Do not add a drop shadow or other effects.

X Do not distort the logo.

X Do not convert the logo to grey.

X Do not resize or eliminate partial logo elements.

For more details on logo usage, please refer to the Lexar Brand Identity Guidelines.

8

Brand Colors Pantone Coated

Pantone Uncoated

CMYK

RGB

Pantone 7460C

Pantone 313U

80.34.16.2

39.136.177

RGB

Pantone Coated

Pantone Uncoated

CMYK

White

White

0.0.0.0 225.255.255

Pantone Coated

Pantone Uncoated

CMYK

RGB

Pantone 427C

Pantone 427U

0.0.0.20

209.211.212

Pantone Coated

Pantone Uncoated

CMYK

RGB

Pantone 2905C

Pantone 2905U

42.8.2.0

142.199.232

The ratio between the blue and white will depend on how it’s being used. For flat layouts such as ads, the white areas should be greater to allow for use of more copy. For displays with three usable sides such as flood displays or PDQs, the dominant color can alternate depending on amount of copy and style in which product images are displayed. For a four-sided display, such as bin or pallet displays, there should be an equal amount of blue and white panels. Grey and light blue are alternate colors that require lighter color for copy.

9

Typography

Typography is an important component of our design system and creates a distinctive style for our communications.

The Lexar primary font is Avenir, a simple sans serif font. Avenir Light or Avenir Book is the preferred font style for all headlines and body copy.

Avenir Medium and Avenir Heavy should be used only sparingly.

Avenir Light ABCDEFGHIJKLM​NOPQRSTUVWXYZ abcdefghijklm​nopqrstuvwxyz 1234567890 Avenir Book ABCDEFGHIJKLM​NOPQRSTUVWXYZ abcdefghijklm​nopqrstuvwxyz 1234567890 Avenir Medium ABCDEFGHIJKLM​NOPQRSTUVWXYZ abcdefghijklm​nopqrstuvwxyz 1234567890 Avenir Heavy ABCDEFGHIJKLM​NOPQRSTUVWXYZ abcdefghijklm​nopqrstuvwxyz 1234567890

10

Photography Style

Select images that are purposefully composed with a distinct focal point.

Whether tightly cropped or open and expansive, photos should draw the viewer’s attention to the subject and provide a meaningful context that frames the image. Environments should be clear and uncluttered, not abstract or distracting.

Image selects should be: Composed Meaningfully cropped Clear Uncluttered

11

Hero Products

Lexar hero products are product images used to represent the product category. Choose a hero product that applies to the product’s category usage.

Hero product images should also be treated as a primary graphic element before the lifestyle photo(s). The hero product(s) should appear large and in front of all other elements. Hero product images that are “standing” on white should have a reflections, while products that are “floating” will not have any effects like reflection or shadow. Reflections are not used with blue background. Grouped products should be to scale with each other.

Easily move, store, and Quickly store share files and transfer important files.

Give the gift of more memories

12

Sample Applications - Memory Cards PDQ Display

13

Sample Applications - Memory Cards Counter Display

14

Sample Applications - Memory Cards Floor Displays

15

Sample Applications - Memory Cards Printed Advertisement

Celebrate moments with your mom, dad, or grad

Capture, store, and share the adventure that awaits When it comes to moms, dads, and grads, you can count on high-performance Lexar memory cards to reliably capture and store images and video of all of life's greatest moments. When memory matters, trust Lexar.

Lexar. When Memory Matters.

™

Š2017 Micron Consumer Products Group, Inc. All rights reserved. Information is subject to change without notice. Lexar, the Lexar logo, and When Memory Matters are trademarks of Micron Consumer Products Group, Inc. The Micron logo is a registered trademark of Micron Technology, Inc. All other trademarks or registered trademarks are property of their respective owners. Micron Consumer Products Group, Inc. is a subsidiary of Micron Technology, Inc.

Lifestyle Lifestyle ads are designed to create a strong personal connection by focusing on individuals and reflecting the interests, attitudes, and lifestyle of the intended audience.

16

Sample Applications - Memory Cards Web Banner Ads

17

Sample Applications - USB Flash Drives Counter Display

18

Sample Applications - USB Flash Drives Pallet Display

19

Sample Applications - USB Flash Drives End Cap

20

Sample Applications - USB Flash Drives Printed Advertisement

Memory that passes the test

Easily move, store, and share files Reliably store all your hard work with a Lexar JumpDrive USB flash drive.

Offered in a range of speeds, capacities, colors, and designs, we've got one that will fit your needs and reflect your style.

From home to school and beyond. ®

®

Lexar. When Memory Matters.

™

©2017 Micron Consumer Products Group, Inc. All rights reserved. Information is subject to change without notice. Lexar, the Lexar logo, and When Memory Matters are trademarks of Micron Consumer Products Group, Inc. The Micron logo is a registered trademark of Micron Technology, Inc. All other trademarks or registered trademarks are property of their respective owners. Micron Consumer Products Group, Inc. is a subsidiary of Micron Technology, Inc.

Lifestyle Lifestyle ads are designed to create a strong personal connection by focusing on individuals and reflecting the interests, attitudes, and lifestyle of the intended audience.

21

Sample Applications - USB Flash Drives Web Banner Ads

22

Sample Applications - Complete Product Line Floor Display Product

23

Sample Applications - Complete Product Line Floor Display Lifestyle

24

Sample Applications - Complete Product Line End Cap

25

Sample Applications - Complete Product Line Printed Advertisement

Give the gift of more memories

Premium solutions for their new devices Make the most of holiday photos and video with Lexar memory cards and JumpDrive USB flash drives. They make great stocking stuffers for everyone on your list, letting them store more of what matters this season. ®

®

Lexar. When Memory Matters.

™

©2017 Micron Consumer Products Group, Inc. All rights reserved. Information is subject to change without notice. Lexar, the Lexar logo, and When Memory Matters are trademarks of Micron Consumer Products Group, Inc. The Micron logo is a registered trademark of Micron Technology, Inc. All other trademarks or registered trademarks are property of their respective owners. Micron Consumer Products Group, Inc. is a subsidiary of Micron Technology, Inc.

Lifestyle Lifestyle ads are designed to create a strong personal connection by focusing on individuals and reflecting the interests, attitudes, and lifestyle of the intended audience.

26

Sample Applications - Complete Product Line Web Banner Ads

27

Lexar Professional Logo Usage

Use the logo reversed out in white, as it works best with the black background of this campaign.

x

Ideally, the logos should be staged with as much clear space as possible. However, the minimum clear space has been specified to ensure clear read, prominence, and clarity. To gauge the proper clear space, the surrounding space around the Lexar Professional logo should be equal to the height of the letter “x” in “Lexar.”

x

For more details on logo usage, please refer to the Lexar Brand Identity Guidelines.

28

Photography Style – Professional

Select images that are purposefully composed with a distinct focal point.

Whether tightly cropped or open and expansive, photos should draw the viewer’s attention to the subject and provide a meaningful context that frames the image. Environments should be clear and uncluttered, not abstract or distracting. The lens image from the packaging can be used as an option.

Image selects should be: Composed Meaningfully cropped Clear Uncluttered

29

Sample Applications—Professional Floor Displays

30

Sample Applications—Professional Printed Advertisement

Performance trusted by professional photographers In a world of choices, you want a high-performance memory solution you can count on. Lexar® Professional line products provide the speed and reliability professional photographers have come to expect—whether shooting high-quality images and 4K video or transferring files in post-production. From premium, full-featured memory cards and readers to unparalleled service and support, we have the right solution to accelerate your workflow, from start to finish.

Lexar. When Memory Matters.® ©2015 Micron Consumer Products Group, Inc. All rights reserved. Information is subject to change without notice. Lexar and the Lexar logo are trademarks or registered trademarks of Micron Consumer Products Group, Inc. Micron Consumer Products Group is an authorized licensee of the CompactFlash trademark. The Micron logo and When Memory Matters are registered trademarks of Micron Technology, Inc. XQD is a trademark of Sony Corporation. PCI Express is a registered trademark of PCI-SIG Corporation. All other trademarks or registered trademarks are property of their respective owners. Micron Consumer Products Group, Inc. is a subsidiary of Micron Technology, Inc.

Lifestyle Professional lifestyle ads are designed to create a strong personal connection by focusing on individuals and reflecting the interests, attitudes, and lifestyle of the intended audience.

31

Sample Applications—Professional Web Banner Ads

32