Introduction

All Symmetry Surgical team members should be well-versed in the brand standards and how to effectively communicate our messaging internally and externally. The purpose of this brand style guide is to inform and educate our internal staff and external partners on our standards.

Brand identity is the distinct visual elements that define a brand, such as color, design and logo. A brand identity is made up of what our brand says, what our values are, and what we want people to feel when they interact. It establishes the look, feel, and tone of how we communicate our word choices. Brand identity is comprised of our messaging, our values, and the feelings we want customers to experience. The following elements define how to develop the brand identity:

• Brand position: This represents the association of the name and logo in the customer’s mind, including the distinctive benefits, unique strengths and differentiators that come to mind when consumers think of the Symmetry Surgical brand. It gives customers a reason to do business with

Symmetry Surgical.

• Brand promise: Craftsmanship, innovation, and attention to detail in every aspect of quality is why our products are trusted to perform to the highest standards, because we understand what’s at stake.

Symmetry Surgical provides solutions to address challenges our customers face so their focus on the patient is optimized. In partnership with our customers, we will have the right product, in the right quantity, at the right time.

• Brand personality: Symmetry Surgical is a dynamic, fast-moving, and an “up and coming” disrupter in the surgical instrument marketplace. Our energy, sense of purpose, and strong desire to exceed our customers’ expectations will be expressed in the words and visual imagery we choose.

• Brand Story: The roots of our business date back to 1838 when Thomas Codman established an instrument business which became part of our portfolio in 2012. Today, Symmetry Surgical, headquartered in Nashville, TN, is a leading global healthcare technology and solutions supplier of high-quality surgical instrumentation, electrosurgery solutions and minimally invasive surgical devices.

Symmetry Surgical maintains a rich legacy of trusted brands, quality, innovation and customer service supporting all surgical specialties and sites of care.

• Brand associations: Through acquisitions and new product developments, Symmetry Surgical gained several strong brands with great brand equity such as Bovie, Bookwalter, Greenberg. These are considered sub-brands and will be discussed later in this publication.

Brand Image - Brand Image represents the perception of the brand by consumers/customers within the markets served. The company brand may differ by geography and is based on interaction with the existing brand. When consumers buy a product and service, they are not simply buying a product. They are buying the perceived brand image. The following items influence the brand image and need to be consistently delivered.

• Brand Logo: Symmetry Surgical name and icon • Brand Persona/Personality: What the customer thinks about the humanistic description of the company (Credible, Honest, Quick to Respond, Easy to work with, etc...) • Language/Tone: Word usage and tone of the messaging. • Key Messaging/Content Pillars: Based on the needs of the target. Save Time, Save Cost, Improve

Efficacy, Improve Safety etc.