CEVA Brand Identity Basics

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1 The logo and other CEVA intellectual property contained in these guidelines are protected by national and international laws and conventions on trademark and copyright. All reproduction, full or partial, and any use of CEVA intellectual property is not permitted without prior written approval. It is essential that the logo and other visual elements contained in these guidelines be reproduced from original master artwork and not recreated under any circumstances. 24 April 2009 Copyright CEVA Logistics All rights reserved. Any queries regarding the CEVA brand identity should be directed to or Group Marketing & Communications, CEVA Logistics, Siriusdreef 20, 2132 WT Hoofddorp, The Netherlands Page1of24

2 > Introduction The CEVA Brand Identity is a vital and integral part of our success as we face new challenges in the many markets where we operate across the globe. To help us build a powerful global brand it is important that the elements of our brand our name, logo, the colors and fonts we use are applied consistently across all our markets. To help us achieve this, these guidelines outline the principles for using the different elements of our brand identity. Rebecca Salt Group Director of Marketing & Communications CEVA Logistics Page2of24

3 > Introduction > Brand values Our brand identity is the outward expression of what we stand for as an organization, summarized in our brand values the fundamental beliefs we hold which guide our attitude and behavior. At CEVA we are focused on delivering operational excellence to our customers, each and every day. Uniting and working together, we focus on growing our business by offering outstanding supply chain services and developing our business to support theirs. At every link of the supply chain, we help make business flow. Unity Growth Excellence Customer promise Common set of values customers first Integrated cohesive leadership teams for each customer Standard global customer facing systems We grow our capabilities to meet customer needs We grow geographically where customers need us We broaden the range of customer touches Operational excellence is evident Good ideas travel quickly and get reapplied Smart solutions capture best practice Employee promise We are a richly diverse organization which operates seamlessly as one team We cooperate to deliver world class solutions to our customers We employ the best supply chain professionals and develop this talent We develop every employee to their maximum potential We foster an open and inspiring environment in which all employees can contribute Our growth is supported by our flat, agile organization Every day we strive to be better We encourage a performance driven culture We are passionate about perfection Page3of24

4 > Introduction > Basic elements Our basic elements are the ingredients that make up our visual identity. They may be use either separately or together to build all CEVA brand applications. abcdefghi abcd Color Using only the colors from our primary and extended palettes will help to build a strong and consistent brand. Logo Our logo must be reproduced accurately and consistently every time it appears. Typography FS Albert and Calibri are modern sans serif fonts carefully chosen to complement our brand identity. Tagline We only have one tagline which must not be translated into other languages. CEVA wave The CEVA wave is a specially created graphic device that visually represents our brand positioning idea of making business flow. Imagery Our imagery is split into four categories: corporate, customers, work and conceptual. Page4of24

5 > Color > Primary palette The primary palette provides a distinctive basis for the CEVA brand identity. The principle color is CEVA burgundy. CEVA red is used primarily as an accent color, adding dimension to headlines and layouts. The neutrals black and white are also specified. The use of white is fundamental to the overall visual effect of the CEVA brand identity. White space creates a clean, efficient and professional image and reinforces the notion of simplicity and modernity. Using these colors consistently will build powerful recall and ownership. For two dimensional design Print On-screen PANTONE CMYK For three dimensional design Vinyl Paint HTML RGB 3M Scotchcal Avery RAL NCS BS4800 CEVA burgundy 202 C0 M100 Y60 K40 # R153 G0 B S 4050-R 04D45 CEVA red black white 185 C0 M100 Y80 K0 #FF0033 R255 G0 B S 1080-R 04E53 Process Black C0 M0 Y0 K100 # R0 G0 B S 9000-N 00E53 #FFFFFF R255 G255 B S 0500-N 00E55 Colors must be accurately matched and reproduced. In the absence of specific color references, the colors must be matched to the correct PANTONE coated samples provided in the most recent edition of the PANTONE Color Formula Guide. Colors must not be matched to color laser copies. Page5of24

6 > Color > Extended palette The extended palette provides a balanced and flexible range of supplementary colors for use with the CEVA brand identity. PANTONE CMYK HTML RGB purple 260 C60 M100 Y0 K20 # R102 G0 B102 maroon 222 C0 M100 Y20 K60 # R102 G0 B51 CEVA burgundy 202 C0 M100 Y60 K40 # R153 G0 B51 CEVA cardinal red pink 193 C0 M100 Y70 K20 #CC0033 R204 G0 B C0 M100 Y80 K0 #FF0033 R255 G0 B C0 M40 Y20 K0 #FF9999 R255 G153 B153 navy cerulean sky aqua lime amber orange PANTONE CMYK 295 C100 M60 Y0 K C100 M30 Y0 K C40 M10 Y0 K0 320 C100 M0 Y40 K0 390 C20 M0 Y100 K C0 M40 Y100 K0 165 C0 M60 Y100 K0 HTML RGB # R0 G51 B102 # R0 G102 B153 #99CCFF R153 G204 B255 # R0 G153 B153 #99CC00 R153 G204 B0 #FF9900 R255 G153 B0 #FF6600 R255 G102 B0 black storm silver pearl mist white CEVA colors must only be used with CEVA burgundy or CEVA red and white. Tints of extended palette colors should not be used. PANTONE CMYK HTML RGB Process Black C0 M0 Y0 K100 # R0 G0 B0 Cool Gray 10 C0 M0 Y0 K60 # R102 G102 B102 Cool Gray 7 C0 M0 Y0 K40 # R153 G153 B153 Cool Gray 4 C0 M0 Y0 K20 #CCCCCC R204 G204 B204 Cool Gray 2 C0 M0 Y0 K10 #E6E6E6 R230 G230 B230 #FFFFFF R255 G255 B255 Page6of24

7 > Logo The logo is the unique visual device used to identify and express CEVA. The logo is the most important element of the CEVA brand identity. The effectiveness of our brand depends on correct application of the logo at all times. The minimum acceptable size for the logo is 12mm for printed applications and 56 pixels for electronic applications. 12mm/ 56 pixels cp color PANTONE version cc color cmyk (4 color) version Where possible, the color version should be used, preferably on a white background. Where full color is not available, for example, for single color printing, a mono black version may be used. Please note there is no negative color version of the logo. When the logo is used on a dark background, the mono white version must be used. Original artwork of the logo is provided digitally, in Encapsulated Post Script (*.eps) formats (suitable for Apple and Windows operating platforms). The files are vector-based, allowing artwork to be enlarged or reduced with no loss of quality. mk mono black version mw mono white version For on-screen use, the logo is provided in Graphics Interchange Format (*.gif). The logo must only be used on-screen in one of the following sizes (measured over the width of the logo, not including clearspace): 56, 80, 120, 160, 240, 320, 400, 480 and 600 pixels. GIF files are raster (formed from pixels), and cannot be enlarged or reduced without significant loss of quality. Raster files are not suitable for use as original artwork. Page7of24

8 > Logo > Clearspace The logo must be afforded sufficient clear space around it to enhance clarity and visibility. The clearspace is the exclusion area around the logo. The clearspace may be used as a placement guide when positioning the logo. The clearspace must not be violated by any other graphic, typographic or visual elements. The logo has been specially drawn in proportion 2:1 to assist sizing and positioning in the design process. The minimum clearspace equals half the height of the logo. ½h h ½h ½h 2h ½h Horizontal alignment of sponsors Vertical alignment of sponsors Optimum distance Minimum distance Please note blue lines and hatched clearspace are for indicative purposes only and must not be printed. Optimum distance Minimum distance Page8of24

9 > Logo > Positioning Whenever the logo appears on a page or design it must be aligned with other elements in one of the ways shown. top aligned vertically centered bottom aligned left aligned horizontally centered right aligned Where practical, the logo must appear in the upper right hand corner of the page or design, observing the clearspace. In exceptional circumstances, when it is not practical for the logo to appear in the upper right hand corner, it may appear in the lower right hand corner, observing the clearspace. Preferred position Alternative position Please note blue lines and hatched clearspace are for indicative purposes only and must not be printed. Page9of24

The mono version may be used for etching and similar monochromatic treatments.

10 > Logo > Colorways Since there are several versions of the logo, special care must be taken to ensure the correct version is used, depending on the background. If full color printing is available, the preferred version of the logo is the color version on a white background. The background must provide sufficient contrast to the logo. Complex and/or patterned backgrounds should be avoided. If only single color printing is available, the preferred version of the logo is the mono black version on a white background. The mono version may be used for etching and similar monochromatic treatments. White (preferred) or light colored backgrounds offering sufficient contrast White (preferred) or light colored backgrounds offering sufficient contrast Insufficient contrast: Use mono white version Insufficient contrast: Use mono white version Black or dark colored backgrounds offering sufficient contrast Insufficient contrast: Use color version Page 10 of 24

11 > Logo > Misuse The logo must be reproduced from approved master artwork. Unauthorised or improper use of the logo is not permitted under any circumstances. The logo must not be distorted or altered in any way. Do not rotate, reflect, stretch, shear or apply perspective to the logo. Do not alter the colors of the logo. Do not alter the relative size and position of the constituents of the logo or use any constituents in isolation. Do not apply further effects to the logo, including three dimensional or shaded interpretations such as gradient, drop shadow, motion blur, emboss or watermark. Do not apply an outline to the logo. Do not place the logo within a box, frame or a border or include any other visual elements. Page 11 of 24

12 > Typography > Primary typeface The primary typeface for all formal publications is FS Albert, a font family that offers a wide range of weights, allowing for a hierarchy of emphasis within documents. No other typeface except FS Albert must be specified to designers or printers. FS Albert must not be altered or distorted in any way when used. FS Albert Thin FS Albert Light FS Albert FS Albert Bold FS Albert ExtraBold FS Albert Thin Italic FS Albert Light Italic FS Albert Italic FS Albert Bold Italic abcdefghi Page 12 of 24

13 > Typography > Business typeface The business typeface used for all documentation produced by CEVA employees, including presentations and proposals, stationery, and online applications, is Calibri which is included as a standard font in Microsoft Windows*. No other typeface except Calibri must be used for internal documentation unless users have not yet transitioned to Vista in which case Verdana should be used. Special effects (e.g. Microsoft Office WordArt) should be avoided. Calibri Calibri Bold abcd Calibri Italic Calibri Bold Italic Page 13 of 24

14 > Typography > Company name It is important that the CEVA company name appears consistently throughout the company. Neither the logo nor its constituent parts must be used in text. Bold, italic or underlined text must not be used to give emphasis to company names. The name CEVA must always be set in upper case, regardless of contextual case. When text is set in upper and lower case, the name CEVA Logistics must appear as shown with CEVA set in upper case and Logistics in lower case with an initial capital. When text is set in upper case only, the name CEVA Logistics must appear as shown with the name set in upper case only. At CEVA we re passionate about... At we re passionate about... At we re passionate about... At CEVA we re passionate about... At CEVA we re passionate about... At CEVA we re passionate about... At Ceva we re passionate about... At CEVA Logistics we re passionate about... At Ceva Logistics we re passionate about... At CEVA LOGISTICS we re passionate about... At Ceva LOGISTICS we re passionate about... AT CEVA WE RE PASSIONATE ABOUT... AT CEVA WE RE PASSIONATE ABOUT... AT CEVA WE RE PASSIONATE ABOUT... AT CEVA WE RE PASSIONATE ABOUT... AT Ceva WE RE PASSIONATE ABOUT... Incorrect use of logo in text Incorrect use of logo in text Incorrect bold Incorrect italic Incorrect underline Incorrect case Incorrect case Incorrect case Incorrect case Incorrect bold Incorrect italic Incorrect underline Incorrect case AT CEVA LOGISTICS WE RE PASSIONATE ABOUT... AT Ceva LOGISTICS WE RE PASSIONATE ABOUT... AT CEVA Logistics WE RE PASSIONATE ABOUT... AT Ceva Logistics WE RE PASSIONATE ABOUT... Incorrect case Incorrect case Incorrect case Page 14 of 24

15 > Typography > Tagline The tagline is set in lower case FS Albert Bold with an initial capital. When used on a white or light background the tagline must be CEVA burgundy or black. When used on a dark background the tagline must be white. In order to remain legible the minimum acceptable size for the tagline is 24mm. 24mm The tagline may appear in combination with the logo in two permitted formats: the vertical format (preferred) and the horizontal format (alternative). The size and position of the tagline bears a special relation to the logo. The tagline must not appear in isolation. Vertical format (preferred) Horizontal format (alternative) Page 15 of 24

16 > Typography > Tagline > Vertical format The vertical format is the preferred arrangement for the logo and tagline when used together. In the vertical format the tagline must appear directly below the logo. The tagline is the same width as (twice the height of) the logo. The logo and tagline are treated as a single entity and surrounded by a modified clearspace. h ½h ½h h h <½h ½h h <½h ½h 2h ½h Please note blue lines and hatched clearspace are for indicative purposes only and must not be printed. Page 16 of 24

17 > Typography > Tagline > Horizontal format In the horizontal format, the tagline must appear on the left or right of the logo, sharing the same baseline as the logo and observing the clearspace. The width of the tagline is three times the height of the logo. h 2h ½h 3h h 3h ½h 2h Please note blue lines and hatched clearspace are for indicative purposes only and must not be printed. Page 17 of 24

18 > Typography > Tagline > Positioning The tagline bears a special relationship to the logo in both size and alignment. The tagline must always be sized and aligned correctly relative to the logo. The horizontal format must not be used when the logo is positioned in the lower right hand corner of the design. Vertical format e.g. PowerPoint Vertical format e.g. brochure Vertical format e.g. brochure Vertical format e.g. pop-up stand Horizontal format e.g. banner Please note blue lines and hatched clearspace are for indicative purposes only and must not be printed. Page 18 of 24

19 > Typography > URL When used as a graphic device, the CEVA URL (or web address) is set in lower case FS Albert Bold. When used on a white or light background the URL must be CEVA burgundy or black. When used on a dark background the URL must be white Page 19 of 24

20 > Typography > CEVA wave The CEVA wave is a graphic device that represents the flow of our business. The wave always runs across the entire width of a page or application and may be positioned using the grid shown. CEVA wave 9/10 The CEVA wave may be used in any position between 1/10 and 9/10. In position 1/10 the CEVA logo must be positioned in the top right corner of the design. In position 9/10 the CEVA logo must be positioned in the bottom right corner of the design. There are two versions of the CEVA wave: (1) positive and (2) negative. (1) Positive CEVA wave Do not alter the shape of the wave change the direction of the wave rotate, shear or reflect the wave change the icons on the wave use more than one wave on a single page use outline versions of the wave position the logo or any other visual elements or text over the wave icons place the wave in zones 0/10 or 10/10 (2) Negative CEVA wave 1/10 Page 20 of 24

21 > Typography > CEVA wave The CEVA wave may be used in various ways with the primary palette and photography as shown. CEVA burgundy with white CEVA burgundy CEVA red white CEVA red with white Designs using the CEVA wave must be a combination of: CEVA burgundy or CEVA red with white, or white with photography, or white at 25% transparency with photography white with photography white at 25% transparency with photography Page 21 of 24

22 > Typography > CEVA alternative wave The CEVA alternative wave may be used in instances where it is desirable not to use the graphics contained in the CEVA wave. CEVA alternative wave 9/10 The CEVA alternative wave may be used in any position between 1/10 and 9/10. In position 1/10 the CEVA logo must be positioned in the top right corner of the design. In position 9/10 the CEVA logo must be positioned in the bottom right corner of the design. There are two versions of the CEVA alternative wave: (1) positive and (2) negative. (1) Positive CEVA alternative wave Do not alter the shape of the wave change the direction of the wave rotate, shear or reflect the wave use more than one wave on a single page use outline versions of the wave position the logo or any other visual elements or text over the edge of the wave place the wave in zones 0/10 or 10/10 (2) Negative CEVA alternative wave 1/10 Page 22 of 24

23 > Imagery > Photographic styles Colour photography should fit one of our four photographic styles. Corporate Customers Work Conceptual A bird s eye view of our world taken using a wide-angle lens with a longer exposure and large depth of field. Subject matter must not be too far away from the image; the viewer must feel involved. Avoid dull backdrops and look for images which capture places which CEVA might reach. Lifestyle images of customers and clients customers enjoying products delivered or assembled by CEVA. The communication of the photograph should be easily understood by the target audience when seen in context of the application. Capturing CEVA employees doing their various jobs across the company. These moments capture natural situations and must not appear contrived. Interesting and unusual cropped shots of objects real or abstract that artistically convey different concepts such as our innovative ways of thinking to achieve strategic success. Page 23 of 24

24 > Checklist Always be sure to take a careful and considered approach 6 to design and communication 2...use the correct version of the CEVA logo 7 reproduced from original master artwork 3...use lots of clear space and especially 8 allow the CEVA logo to breathe 4...use the correct colour specifications use the correct typeface 10...use the CEVA wave correctly...use the tagline properly with the CEVA logo...communicate using clear, concise and positive messages...closely relate your messages to our brand personality and values...contact Group Marketing & Communications if you have any questions about design. Any queries regarding the CEVA brand identity should be directed to branding@cevalogistics.com or Group Marketing & Communications, CEVA Logistics, Siriusdreef 20, 2132 WT Hoofddorp, The Netherlands Page 24 of 24

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