Brand Guidelines Help us tell the Red Lion story:

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1 Brand Guidelines Help us tell the Red Lion story: Global experts in communication, monitoring and control for industrial automation and networking

2 Table of Contents Introduction... Artwork Distribution Policies Brand Components Our Values... Brand Identity... Voice & Tone... Positioning... Logo Usage... Authorized Distributor Logo Usage... Logo Constraints... Tagline Usage... Trademark Guidelines... Color Palette... Product Line Color Differentiation... Typeface Usage... Image Treatment... Device Treatments... Industry Photography... Graphic Elements... Contact Information

3 Introduction Our brand shows the world who we are. Red Lion Controls' Brand Guidelines provide an easy-to-use set of communication standards to maintain consistency, promote brand awareness and drive competitive advantage. We invite you to use these tools to tell our story so customers and partners know where we stand and how we stand out. 3

4 Artwork Distribution Policies Original design file usage Original design files for collateral and promotional material that includes data sheets, brochures and advertisements will be provided for translation purposes only. The artwork and photography provided therein is not to be used to create new materials without prior written permission from Red Lion. Modified artwork approval Any artwork having been modified per Red Lion's written permission is subject to final approval by Red Lion. Modified artwork should be submitted to for final approval. A copy of approved artwork will remain on file at Red Lion. Any future revisions to that artwork must be resubmitted for approval. Red Lion reserves the right to deny usage of any final artwork that does not provide the same look and feel as the original. Digital artwork approval Any artwork produced from graphics downloaded from Red Lion's website is subject to final approval by Red Lion prior to usage in any printed or digital material. 4

5 Our Values Our values stand for who we are. The following values are at the core of Red Lion and define who we are as a company: Absolute Integrity: Conduct all affairs ethically, lawfully, and with 100% compliance with all regulations. Deal honestly with colleagues, customers, suppliers and shareholders. Never lie about anything. Empowerment: Treat others with dignity, respect and honesty. Encourage teamwork and consultation without abrogating responsibility. Enjoy what you do, and delight in the success of others. Have fun. Customer Focus: Develop person-to-person relationships with customers to understand their current needs and anticipate their future requirements. Go to unreasonable lengths to service all our customers. Restless Innovation: Seek to improve every product and process, and never settle for the status quo. Recognize that creative destruction drives growth, and embrace the change that it brings. High Performance: Demonstrate the sense of ownership, urgency, discipline, accountability, judgment, and risk-taking necessary to generate the greatest value and to eliminate the most waste. 5

6 Brand Identity The hero of every Red Lion story Our identity is critical to building our brand. It s how we present ourselves to the world, and it stems from our strengths and core values so first and foremost, our brand is authentic. We communicate these attributes through what we say to customers and how we say it. Primary brand attributes To gain consideration: - Reliability - Knowledgeable - Experience - Trust - Delivery To build loyalty: - Expertise - Product Value - Quality - Commitment - Innovation To stand apart: - Stability - Customer Focus - Genuine Insight - Proven Innovation - Service Brand promise Our Customers Trust Us. - Stability, History, Legacy. - Quality, Delivery, Service. - Never Leave a Man Behind. We Help Solve Problems. - Powerful, Simple, Unique. - Connect Virtually Anything, Anywhere. - Insight Drives Productivity. Using the company name Red Lion is two separate, capitalized words with a space in between. RedLion and Redlion are not acceptable forms. The company may be referred to as Red Lion Controls the first time it is referenced in a document if this is apprioriate for the context. Thereafter and otherwise, just use the shortened form, Red Lion. Do not use Red Lion Controls Inc. except in a legal or other technical context when you need to refer to the US-based legal entity. 6

7 Voice & Tone Creating a narrative that engages customers Brands are built on perception. This means we need to consistently communicate our personality so that Red Lion is always positioned correctly. These guidelines will help you craft messages that show our customers who we are and what we ve got to offer. When writing customer-facing messages, refer to our values and keep these brand attributes in mind: BEST PRACTICES: If ever in doubt on practices of punctuation and style, please refer to the AP Style Guide for a list of usage guidelines. Insightful: We re smart, we re deeply knowledgeable, but we re not show-offs. Share insights without drawing too much attention to how ingenious we are. Show, don t tell. Plain-Spoken: We are scrupulously honest and direct. Use language to explain, not to cover up flaws or to fill space. Stable: We re reliable and have a proven track record of service. Our story should build on the assumption that we honor our promises and deliver on schedule. Curious: We are not satisfied with the status quo we want to find better solutions for our customers. The language we use should reflect an openness to new ideas and possibilities. Human: Finally, and importantly, we are approachable and authentic. We value our relationships with our customers and should take pains to express that directly. 7

8 Positioning: Red Lion s Corporate Boilerplate 85 words As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion Controls has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to gain real-time data visibility that drives productivity. Product brands include Red Lion, N-Tron and Sixnet. Headquartered in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe. Red Lion is part of Spectris plc, the productivity-enhancing instrumentation and controls company. For more information, please visit 50 words As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion Controls has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to drive productivity through data visibility. Product brands include Red Lion, N-Tron and Sixnet. 28 words As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion Controls has been delivering innovative solutions to customers for over forty years. 8

9 Logo Usage Red Lion logo Our logo helps people identify the Red Lion brand at a glance, so it is important to keep it recognizable. It must be used without alteration on all materials to ensure consistency. Clear space When using the logo, no element should come closer to the Red Lion logo than half the height of the lowercase l character. This clear space is applied on all four sides. Clear space on all sides of the logo N-Tron and Sixnet logos N-Tron and Sixnet brands are important product line identities and will remain in use as terms to distinguish and differentiate our device offerings. The N-Tron and Sixnet graphic logos are no longer being used publicly except on the hardware components themselves and their use in promotional materials has been discontinued. 9

10 Authorized Distributor Logo Usage Red Lion Authorized Distributor logo This version of the Red Lion logo was created to highlight the special relationship and status of distributors who meet the following conditions: Carry Red Lion's entire industrial automation and networking product portfolio Have an executed Red Lion industrial automation and networking contract in good standing Access to the Authorized Distributor logo To request a digital copy of the Authorized Distributor logo for promotional use on web sites, collateral or sales tool materials, please send an to marketing@redlion.net. Once status of the above conditions is confirmed, an electronic version of the logo, along with an Authorized Distributor certificate, will be ed to you for use. Clear space When using the logo, no element should come closer to the Red Lion logo, including the Authorized Distributor bar, than half the height of the lower-case l character. This clear space is applied on all four sides. Clear space on all sides of the logo 10

11 Logo Constraints Aside from resizing, the Red Lion and Red Lion Authorized Distributor logos should not be adjusted or modified, and must instead be treated as single graphic elements that cannot be broken into components or segments. When resizing, proper scale must be maintained and the final logo must be at least the following: Red Lion logo = 1" Red Lion Authorized Distributor logo = 1.25" Red Lion logo on white background Red Lion logo on black background Improper logo usage Do not vertically stretch the logo Do not horizontally stretch the logo Do not alter the colors in the logo Do not place the logo over strong patterns Do not skew the logo Do not substitute other brand colors in the logo Do not break the logo into smaller pieces Do not add a drop shadow to the logo 11

12 Tagline Usage The Red Lion tagline is an ever-present verbal reminder of what we offer customers. It is important to use our tagline consistently with correct capitalization and punctuation so that it becomes uniquely associated with the brand, rather than simply being a collection of words. Graphic tagline usage Always use the appropriate digital art to represent Red Lion s tagline in communications. For access to these assets, please see the contact page at the end of this document. Connect. Monitor. Control. Connect, monitor, control. Do not flow the three words into a single sentence 12

13 Trademark Guidelines Trademark symbols must be used for all the Red Lion protected names listed in the chart below, both in the first title reference and first body copy usage. Both and markings should be superscripted in all uses. Trademark names are not nouns. They must be used as adjectives in combination with an appropriate noun. For example, it is correct to write, Graphite HMI availability, but not, Graphite availability. It is sometimes necessary to break up the product name to correctly use the or symbols. For example, PAX 2C PID controllers. Trademark Name Status Trademark Name Status Crimson Red Lion CUB RemoteTRAK EnterprisePro Sixnet EtherBUS SixTRAK EtherTRAK SixView Manager Graphite VersaTRAK IndustrialPro FlexBus Trademarked IPm FlexCard Trademarked IPm2m N-Link Trademarked MobilityPro N-Ring Trademarked N-Tron N-View Trademarked PAX NT24k Trademarked RAM E3 I/O Trademarked 13

14 Color Palette: Primary & Secondary Colors Red Lion s brand colors emphasize our distinctive personality and help drive quick recognition. We use a bold, clear primary palette that nods to our direct style and industry leadership. Primary colors PMS: 186 C CMYK: 0,100,79,20 RGB: 196,18,48 #C41230 PMS: Reflex Blue CMYK: 100,73,0,0 RGB: 0,87,168 #0057A8 PMS: Cool Gray 4 C CMYK: 0,0,0,30 RGB: 188,190,192 #BCBEC0 Black CMYK: 0,0,0,100 RGB: 0,0,0 # Red Lion Red Red Lion Blue Red Lion Gray Red Lion Black Accent colors PMS: 116 C CMYK: 0,20,100,0 RGB: 255,205,0 #FFCD00 PMS: 172 C CMYK: 0,72,91,2 RGB: 250,70,22 #FA4616 PMS: 361 C CMYK: 77,0,100,0 RGB: 67,176,42 #43B02A PMS: 2617 C CMYK: 79,100,0,15 RGB: 71,10,104 #470A68 14

15 Product Line Color Differentiation We use color to help differentiate our core industrial product lines. We use red to highlight automation and blue for networking. Note that these colors are also used as primary brand colors. Industrial Automation Industrial Networking 15

16 Typeface Usage Red Lion uses different typefaces for print and electronic communication. Fonts should always appear in their original form, and should never be distorted, condensed or expanded. Adjustments to letter kerning or tracking is permitted; please keep tracking within +/-20. Improper typeface usage Red Lion Controls, Inc. Red Lion Controls, Inc. Red Lion Controls, Inc. Red Lion Controls, Inc. Do not vertically scale text Do not horizontally scale text Do not skew text (false italic) Do not reduce leading below font size Red Lion Controls, Inc. Red Lion Controls, Inc. Do not reduce tracking below -20 Do not increase tracking above

17 Print Helvetica Neue LT Std is our design font typestyle used for all Red Lion commercially printed deliverables including brochures, displays and advertisements. This chart provides specific guidelines on their hierarchical use. (Note: the italic or bold versions of some of these fonts are not displayed, but may be used to emphasize text messaging.) Helvetica Neue LT Std Helvetica 45 Light Helvetica 55 Roman Helvetica 75 Bold Helvetica 95 Black Helvetica 46 Light Italic Helvetica 47 Light Italic Condensed Oblique Helvetica 47 Light Condensed Helvetica 77 Bold Condensed Helvetica 97 Black Condensed Primary print headline font: Helvetica Neue Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary print subhead font: Helvetica Neue Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary print body copy and disclaimer font: Helvetica Neue Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

18 Digital Calibri and Corbel are the only font typestyles Red Lion uses for electronic communications. Calibri is used for web pages and . Corbel is used sparingly for headers within internal communication templates and documents. This chart provides specific guidelines on their hierarchical use. (Note: the italic or bold versions of some of these fonts are not displayed, but may be used to emphasize text messaging.) Calibri Calibri Regular Calibri Italic Calibri Bold Calibri Bold Italic Corbel Corbel Regular Corbel Italic Corbel Bold Corbel Bold Italic Primary web headline font: Calibri Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary web subhead font, body copy, disclaimer font and internal document body copy: Calibri Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Internal document title font: Corbel Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

We have established a clean and balanced standard for print and electronic design; please ensure that your communications follow this general principle.

As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion has been delivering innovative solutions for over forty years.

With headquarters in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe.

19 Image Treatment The imagery we use in Red Lion communications is vital for defining a unique, recognizable style that best represents our brand. All images should reinforce our values, brand identity and attributes as outlined in this document. We have established a clean and balanced standard for print and electronic design; please ensure that your communications follow this general principle. A few examples follow: A comprehensive portfolio of industrial solutions. Automation. Ethernet. Cellular M2M. Industrial solutions, reliable performance and unwavering support. As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to gain real-time data visibility that drives productivity. Product brands include Red Lion, N-Tron and Sixnet. With headquarters in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe. Red Lion is part of Spectris plc, the productivity-enhancing instrumentation and controls company. For more information, please visit Red Lion Controls, Inc. All rights reserved. Red Lion, the Red Lion logo, N-Tron and Sixnet are registered trademarks of Red Lion Controls, Inc. All other company and product names are trademarks of their respective owners. Americas sales@redlion.net Asia-Pacific asia@redlion.net Europe, Africa Middle East europe@redlion.net +1 (717) Connect. Monitor. Control. ADLD Red Lion pieces are characterized by large single images of industry applications and segments. Product imagery is placed on white backgrounds with minimal effects. 19

Reflections Reflections should be used whenever a product is the unique highlight of the page the hero.

20 Device Treatments Imagery is an essential marketing component that helps distinguish our products. Each piece should use images, white space and text as needed to create a clean, balanced whole. Reflections Reflections should be used whenever a product is the unique highlight of the page the hero. They should not be used on pages featuring many small-scale or overlapping products. Reflections should only be applied to products, not to other supporting images. 20

Device Treatments Dropshadows Dropshadows may

brochures and data sheets, but it may be

21 Device Treatments Dropshadows Dropshadows may be used subtly when a product image is smaller in scale or featured alongside other products. The example below is the suggested use for all brochures and data sheets, but it may be adjusted slightly to match different backgrounds. 21

22 Industry Photography Use color industry photography for materials that are less product focused. Sometimes these photographs will be used to illustrate points made in copy, but you should also feel free to use photographs as design elements to balance dense copy blocks. In such cases, select a photograph that fits the theme and content of the document. A few examples follow: 22

23 Graphic Elements Bullet points and call-outs may be used to break up copy space and enhance readability. Bullet points should be kept in balance with other copy and call-outs should be used sparingly to highlight key points or associated content. Bullet points Always use bullet points to list product features and other text lists. Bullet points should be written in parallel structure and make use of a hanging indent, for example: Send or SMS text messages based on alarms and system values Alert operators or management in real time on critical processes Call-outs Call-outs are used to guide customers to other resources, such as our website. Call-outs are created by reversing out text from appropriately sized colored text boxes. 23

24 Contact Information Questions about how to effectively use our brand guidelines to create your materials? We re happy to help! Please contact for assistance. As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to gain real-time data visibility that drives productivity. Product brands include Red Lion, N-Tron and Sixnet. With headquarters in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe. Red Lion is part of Spectris plc, the productivity-enhancing instrumentation and controls company Red Lion Controls, Inc. All rights reserved. Red Lion, the Red Lion logo, N-Tron and Sixnet are registered trademarks of Red Lion Controls, Inc. All other company and product names are trademarks of their respective owners. Americas Asia-Pacific Europe, Africa Middle East +1 (717) Connect. Monitor. Control. ADLD0435A

BRAND STYLE GUIDE External 07/ 2011

BRAND STYLE GUIDE External 07/ 2011 TABLE OF CONTENTS understanding the brand 01 What is a brand? 01 Why are guidelines needed? 01 Who should use these guidelines? 01 How should they be used? 01 Brand