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1 BRAND GUIDE 2018

2 00 Table of Contents

3 Contents 01 Hello 4 Welcome to Index Exchange 5 02 Making Our Mark 6 Our Logo 7 Let it Breathe 8 Our R Is Never Silent 9 Logo Color Variations 10 The Squares Are Social 11 Distortion To Static 12 Minimum Sizing 13 Incorrect Usage Expanded Logo 15 Expanded Logo Grid 16 Expanded Logo Color Variations 17 Incorrect Usage Color Palette 19 Color Spectrum 20 Primary Colors 21 Secondary Colors 22 Data Visualizations Typography 24 Our Typeface 25 Adelle Sans 26 Calibri Photography 28 Photographic Style 29 Overlays & Color 30 Incorrect Usage A Final Word 32 3 IX Brand Guide 2018

4 01 Hello

5 Welcome to Index Exchange At the complicated intersection of advertising and technology, Index Exchange was built to make things simple. Our technology makes connections - between publishers and marketers, and then between marketers and consumers. Our stated mission is to democratize digital advertising - to open the doors for the people and partners who will make the future of our industry possible. The relationship we share with those partners runs parallel to the approach we take with our brand - when we re at our best, it is through their continued success that we shine. As a result, we don t feel any strong urge to self-promote. Our brand tends to be understated, elegant, clean, and perfectly appropriate to the environment in which you find us - a seamless connection between context and character. Our approach is measured, deliberate, independent, precise, and without bias. The visuals and voice of our materials should amplify these ideals, while remaining open and approachable. This is who we are. This identity system is the result of careful thought and planning and exhibits what Index Exchange means to our clients, our team, and the world. 5 IX Brand Guide 2018

6 02 Making Our Mark

7 Our Logo Also known as the Squares, our logo should be the primary presentation of our brand. Whenever possible, use this version to represent Index Exchange, except in cases where we re not well-known or in contexts which are obviously more appropriate for the expanded logo. BUILT WITH INTERNAL HARMONY The 4 parts of the Squares are laid out in accordance with the Fibonacci Sequence, otherwise known as the Golden Ratio (1:1.618). Just as the Fibonacci Sequence informs the Golden Ratio, the Golden Ratio informs the Golden Spiral, which inspired the layout of our logo. The organic layout superimposed on the angular tiles creates a subtle tension without distorting the strength of its shape. By focusing on the symmetrical relationships between them, the Squares signify growth, motion, and progress. 1 : IX Brand Guide 2018

8 Let It Breathe Imagine an invisible bounding box equal to the height (here shown as x ) of the logo that surrounds it entirely. This rule applies in almost all contexts, unless otherwise noted herein, to both the Squares and our expanded logo. You may also use at least that distance as a reference on how to set margins and other spacing. x x x x x Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed accumsan sapien vitae diam aliquet molestie malesuada et tortor. Morbi ut nisi diam. Suspendisse potenti. Integer vulputate ero. 8 IX Brand Guide 2018

9 Our R Is Never Silent The small R enclosed in a circle that sits next to the Squares or our name gives legal notice to potential infringers that our logo and name are legally registered trademarks, and are so protected under the law. This version of the logo should be used in all external documents and applications. In most cases the diameter of this Registered Trademark Symbol should match the thickness of the line of one of the squares in the logo. At very small sizes, however, it may become necessary to increase the size of the Registered Trademark Symbol, in which case it should never become larger than 1/2 the size of the smallest square. In all cases, take care that the symbol is readable next to our logos in all reasonable contexts. 9 IX Brand Guide 2018

10 Logo Color Variations While the Index Blue Squares should be used in most contexts, occasionally it becomes necessary to use one of the two below versions for either readability or printing limitations. Use them sparingly and only when appropriate. SOLID BLACK Only used when the primary logo is not an option (e.g. grayscale printing). SOLID WHITE Only used when placed against a dark or black background. 10 IX Brand Guide 2018

11 The Squares Are Social Social media platforms such as Twitter, Instagram, et al, often utilize profile images as circular icons, so take care when spacing out the logo inside the default square. While these don t have to adhere to the exact spacing rules above, they should allow for at least the width of the second largest square on every side. Extra care should be made to ensure the logo remains as clear as possible - always use the largest, most sharp image and file format the platform will accept. x x EXAMPLE: 11 IX Brand Guide 2018

12 Distortion to Static As stated, care must be taken to ensure our logos remain as clear and crisp as possible - on occasion when uploading our logo to other platforms they may be compressed, blurred, or otherwise skewed or warped in the process (especially at very small sizes). In all cases, it is best to use as sharp and large an image as the platform will allow, in a format optimized for that platform. Depending on the use case, certain formats are more ideal than others - for printed works use a CMYK color mode vector file (either EPS, AI, SVG, or Vector PDF) that can be scaled up infinitely, for digital materials in most cases it will be best to use a transparent RGB color mode PNG file which has been scaled down proportionally to the needed size, and in some rarer cases a JPEG will be required. Should you have a unique situation the best possible version of our logo will be provided upon request. Double and triple check to avoid these common errors: WHY IT S WRONG: The Squares are more narrow than they should be. WHY IT S WRONG: The lines of the Squares are warped, more thin in some places than others. WHY IT S WRONG: The Squares are blurry. 12 IX Brand Guide 2018

13 Minimum Sizing Our logo is the embodiment of our brand and must, at all times, be perfectly legible and without distraction. To ensure this, the Squares should never be smaller than the minimum sizes shown below. Even at its minimum, the logo must be surrounded by the appropriate amount of white space on all sides. Only use these smallest sizes when absolutely necessary. THE SQUARES Print:.625in / 1.58cm Digital: EXPANDED LOGO Print: 1.5in / 3.81cm Digital: 13 IX Brand Guide 2018

14 Incorrect Usage We ve taken special care in creating the specific personality of our logo and in selecting every rule laid out herein. The following are a few examples of practices that would violate our logo and identity system. Please use your best judgment so as not to violate any of the specific rules set forth here. If in doubt, check! One final note: the essence of our logomark is its internal harmony, so if an application of the Squares feels wrong, it probably is. THE RULES 01 Let the Squares breathe - space around the logo communicates clearly the openness and precison we re known for. 02 Always include the Registered Trademark Symbol ( ) to give notice to others about our protected marks. 03 The Squares are the primary representation of Index Exchange, and should be used in most cases, but especially where the audience already knows us well. Off-brand colors/effects should not be used and/or applied in the logo. Other color variations should only be used where appropriate. 04 Always use the Squares where adjacent to our partners, where the environment or canvas is very small, or on apparel. 05 Don t render the Squares. They re strongest in two dimensions, not three. 06 Never break the Squares (don t bend, don t cut). The full-color logo should never be placed against a complex photographic or graphic background. The logo should never be used without the Registered Trademark Symbol ( ). 14 IX Brand Guide 2018

15 03 Expanded Logo Logotype

16 Expanded Logo Grid The relationship between the logomark and the logotype is intentional. These elements were combined to create a single object in motion and are only scaled together when used as a standalone mark, with the tiles never altering in arrangement or position. The weight of the square tiles directly corresponds to the weight of the letters in the logotype (as shown below with the letter I ), and can also be used to determine the size of the space between the overlapping tiles. Logomark Logotype 16 IX Brand Guide 2018

17 Expanded Logo Color Variations As discussed with the Squares, in most situations the full color Index Blue and Night Sky Black logo should be the default. When, due to readability or printing limitations, that is not practical, one of the two below versions may be utilized. Again, please use them sparingly and only when appropriate. SOLID BLACK Only used when the primary logo is not an option (e.g. grayscale printing). SOLID WHITE Only used when placed against a dark or black background. 17 IX Brand Guide 2018

18 Incorrect Usage Much like the Squares, the expanded logo has been specifically calibrated for optimum effect. Below are a few examples of practices that violate our guidelines. Keep in mind almost anything that violates the rules for the Squares would likely be inappropriate for the expanded logo as well. THE RULES 01 Let the expanded logo breathe - space around it communicates openness and precison, as with the Squares. 02 Our expanded logo is unnecessary where the audience is familiar with our brand. 03 Our expanded logo is unnecessary where the audience is familiar with our brand. Off-brand colors/effects should not be used and/or applied in the expanded logo. No other elements in the expanded logo should be altered or adjusted. 04 Only use the expanded logo where the brand is not well-known or on proper materials like printed pieces or the first page of presentations. 05 As above, never break the expanded logo (don t bend or cut it). The full-color expanded logo should never be placed against a complex photographic or graphic background. The logo should never be used without the Registered Trademark Symbol ( ). 18 IX Brand Guide 2018

19 04 Typography Color Palette

20 Color Spectrum Our choice of colors, like our logo, is intended to express our most cherished ideals. While the Squares do this through their structure and order, our colors set the tone of our identity through their meaning, subconscious emotional response they elicit in our audience, and their relationships and proportion to the other colors in our spectrum. COLORS & MEANING White clarity, efficiency Blue trust, loyalty, wisdom, and focus Violet respect, creativity Green growth, health, and harmony Pink intensity of purpose, vibrancy Grey timelessness, neutrality Black sophistication, elegance 20 IX Brand Guide 2018

21 Primary Colors Ice White should be the dominant color in most cases representing us, with Index Blue used as the primary accent. Blue Jay and Night Sky can serve to ground the duo and add contrast and emphasis wherever needed, and the other colors in our collection should be used sparingly and only in small quantities (when appropriate). ICE WHITE R255 G255 B255 C0 M0 Y0 K0 HEX #FFFFFF 100% INDEX BLUE R29 G66 B138 COATED: C79 M52 Y1 K27 UNCOATED: C100 M75 Y0 K21.3 HEX #1D428A BLUE JAY PMS 282C R4 G30 B66 C100 M90 Y13 K68 HEX #041E42 NIGHT SKY PMS BLACK 6C R0 G0 B0 C0 M0 Y0 K100 HEX # % 100% 100% 21 IX Brand Guide 2018

22 Secondary Colors In addition to our Primary Colors, the below options can be used to add a spark of whimsy in an otherwise straightforward design. They should almost never be the dominant color in a piece, and 100% saturation is preferred in most cases. GREY JAY PMS 537C / 7543U R174 G190 B204 C15 M7 Y0 K0 HEX #AEBECC 100% 80% 60% 40% 20% BRIGHT SKY PMS 299C / 2995U R44 G172 B226 C81 M24 Y0 K11 HEX #2CACE2 100% 80% 60% 40% 20% WINTERGREEN PMS 7478C / 7478U R136 G229 B193 C41 M0 Y16 K10 HEX #88E5C1 100% 80% 60% 40% 20% RAPTOR PURPLE PMS 265C / 266U R130 G89 B247 C47 M64 Y0 K3 HEX #8259F7 100% 80% 60% 40% 20% VIOLA PMS 2715C / 2715U R143 G142 B248 C42 M43 Y0 K3 HEX #8F8EF8 100% 80% 60% 40% 20% HEADER TAG PINK* PMS 213C R222 G57 B110 C0 M92 Y18 K0 HEX #DE396E 100% 80% 60% 40% 20% *Should be used rarely (if at all), only where appropriate, and should never be more than 10% of any design. 22 IX Brand Guide 2018

23 Data Visualizations Our color palette should be used in all visuals. The examples provided below showcase how the color spectrum informs various types of data visualization. Use colors that contrast against one another to make clear distinctions between data. Stacked Column Chart Competitor Chart Pie Chart Area Chart 23 IX Brand Guide 2018

24 05 Typography Typography

25 Our Typeface We chose Adelle Sans for its uncomplicated, friendly and versatile nature. It s a flexible typeface that works well in a wide variety of applications from its attentiongrabbing bolder weights that are well-suited for headlines to its beautifully thin weights for more elegant and refined communications. WHY WE LOVE IT It s the perfect blend of power and warmth, with its strong-capped letterforms and delicately-crafted lowercase characters. We like design to be visually powerful, intellectually elegant, and above all timeless. Massimo Vignelli 25 IX Brand Guide 2018

26 Adelle Sans As our signature typeface, Adelle Sans represents our personality across digital, web, print, and video applications. It should be utilized whenever possible and appropriate. Thin Body text and large scale headlines Thin Italic Emphasis, subtitles, captions, and footnotes SemiBold Calls to action Bold Regular scale headlines and stronger emphasis in body text and other headlines Adelle Sans Thin abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adelle Sans Thin Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adelle Sans SemiBold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adelle Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ IX Brand Guide 2018

27 Calibri As a complement to our signature typeface, PC and Mac users should use Calibri in instances where Adelle Sans is not available. Calibri comes packaged with the installation of any Microsoft Office product (including Powerpoint, Word, etc.). Regular Italic Bold Bold Italic Calibri Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ #&@?!/+(.,:;) Calibri Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ #&@?!/+(.,:;) Calibri Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ #&@?!/+(.,:;) Calibri Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ #&@?!/+(.,:;) 27 IX Brand Guide 2018

28 06 Photography

29 Photographic Style Our images should convey both our complexity and humanity. This is done through a balancing of sharp focus and shorter depth of field that heightens the attention on one or more elements of an image. Photography should be clean, bright, elegant, natural, and authentic. 29 IX Brand Guide 2018

30 Overlays & Color Use of overlays on our images may sometimes be necessary to enforce legibility of text on top of the images. When doing so, transparency should always be set at 30% or less so as not to overwhelm or overdarken an image. Clean black & white images communicate a classic look we love and should be well-contrasted with strong black and sharp white. 30% OVERLAY EFFECT APPLIED ORIGINAL Lorem ipsum dolor sit amet BLACK & WHITE EFFECT APPLIED ORIGINAL 30 IX Brand Guide 2018

31 Incorrect Usage A picture is worth a thousand words, and every image we use communicates some aspect of our brand promise to our current and potential partners, our competitors, possible recruits, and our existing team. The examples below will give you some idea of images or choices that we feel convey a different message than we intend. THE RULES 01 Use IX specific imagery whenever possible - we do things differently and our photography should reflect the originality of our spirit. 02 Be thoughtful about how both the brand and how the people inside and outside IX are represented. 03 Avoid repetition and use a variety of people in imagery whenever possible. Show off the complexity of IX, from Commercial to Engineering! Don t use gradients over our photography. Avoid stock photography whenever possible. 04 Err towards brighter, more lively images that represent the character of IX. 05 Be careful about using images downloaded from the Internet; If you re not sure about the usage rights, avoid them for any external documents or presentations. Avoid overlays of more than 30%. Don t use extreme closeups or images which do not have at least some key areas of sharp focus. Also avoid using unflattering images of people wherever possible. 31 IX Brand Guide 2018

32 07 A Final Word By using the Index Exchange trademarks and other intellectual property, you agree to abide by all guidelines set forth in our Brand Guide - in addition to any and all other Index Exchange rules and policies as are applicable. Our preferred logos, colors, and the most recent version of this guide may be found for download at /brand. A detailed Brand Request Form may also be found there. If you have any other questions, or need additional assistance please feel free to contact us at creative@. 32 IX Brand Guide 2018

33 COPYRIGHT 2018 INDEX EXCHANGE. ALL RIGHTS RESERVED.