APPLICATION MANUAL A guide on how to visually communicate MIPS

APPLICATION MANUAL A guide on how to visually communicate MIPS

BACKGROUND, PURPOSE AND GOAL MIPS VISUAL IDENTITY By 2017, we have been working to develop an updated brand platform that, in turn, has led to a new visual identity in order to create a strong picture of MIPS. The goal has been a clear visual platform that it is easier to identify to our external and internal audiences. In order for MIPS to position itself as a credible player in the market, the image of the company must be consistent and relevant. In the development of the visual identity, we have predominantly asked ourselfs the question why MIPS exists and what the core values mean. The core values clarify how we will act to be chosen by the target group. When the target group associates us with our core values, we have succeeded. The visual identity is an important building block for creating the right associations. OUR CORE VALUES ARE: Science Protection Honesty Innovation collaboration GUIDELINES FOR THE VISUAL IDENTITY To make it easy, we have developed guidelines that describe how the different parts of the visual identity should be used to maximize the effect. The guidelines are packaged in a graphical manual. Correct application of our visual identity provides a relevant and consistent image of our brand in all markets. GRAPHIC MANUAL The graphical manual provides guidance and practical tools for anyone who is involved in the communication work. It ensures that we behave with a voice and appearance. It serves as a framework that helps us steer towards a consistent expression. It is a tool for making MIPS more visible, clear, familiar and attractive Some basic elements are the building blocks of our visual identity. Our logo Our typography Our color palette Our pictures The fundamental goal is that we have a consistent, clear and simple language in all communications. Being associated with our core values is as important to our external target group as the internal. We need to be eligible for new customers who want to buy our services and for future employees.

MIPS VISUAL TOOL KIT LOGO BYLINE LOGO PATENTED BRAIN PROTECTION SYSTEM TYPOGRAPHY GRAPHIC ELEMENTS ABC ABCDEFGHIJKLMNOPQRSTU VWXYZÅÄÖ(.:+ )1234567890 abcdefghijklmnopqrstuvwxy OUR MAIN TYPEFACE IS GOTHAM COLORS IMAGES

MAIN LOGO Note The colour of the MIPS logo is delibrity precise. Make sure that you have the correct versions for print or digital use.

SECONDARY LOGO FOR SMALL APPLICATIONS LOGO SMALL

LOGO MIPS LOGOTYP The logo is MIPS primary visual identifier. It shows that MIPS is behind the business and information. MIPS logo is a quality stamp. By consistently following the guidelines for using our logo, we become clear towards the target group and our brand is strengthened. The free zone The logo should always be surrounded by a free zone. The free zone is the minimum distance to another graphic, text or image. Within the free zone, no other objects may be placed such as texts, logos, or other graphic elements. The same minimum spacing applies to the outer edge of the material in which the logo is to be placed. The purpose of the free zone is to make the logo clear and that text, addresses, decorative elements or images should not be perceived as part of the logo. The free zone must correspond at least to 1/2 of the width of the logo. The free zone is a minimum; The more free space that exists around the logo, the more clearly it appears. Placement Our logo is designed to be used in most contexts and sizes. However, in order for the logo to not be perceived as unclear, there is a minimum allowable size. The size may not be less than 20 mm or 70 px in width for the main logo. Smaller applications need to use the complementary logo. Background The ambition should always be a background that is as simple as possible. Versions There are two versions of the logo. - Main Logo - Secondary logo For all applications in addition to small digital sizes, Main Logo is used. Secondary logo is designed specifically to create visibility for the logo when published in small sizes in digital format. The free zone must correspond at least to 1/2 of the width of the logo. The free zone is a minimum; The more free space that exists around the logo, the more clearly it appears. Minimum 25 mm in width For the smallest publications of the logo, Secondary logo is used that is adapted for smaller sizes.

COLORS Color System RGB = Red, Green, Blue PMS Process yellow RGB 255/237/0 CMYK 0/0/100/0 HEX #FFED00 Used when loading a color image. Even the colors that the computer screen displays. RGB has a larger color space than CMYK. RGB colors are described with a value, 0-255, for each color. PMS 430 C RGB 125/134/140 CMYK = Cyan, Magenta, Yellow and K (Black) CMYK 54/41/38/4 HEX #7D868C Used at four-color printing in, for example, advertisements, printed material and posters. CMYK colors are described with a percentage indication for each color. PMS CMYK 431 C 66/52/44/17 RGB HEX 92/102/112 #5C6670 U in the color code stands for uncoated which is uncoated paper. C in the color code stands for coated which is coated paper. PMS = Pantone Matching System PMS 428 C RGB 195/198/200 Used at spot pressure. It is common to combine a spot color with four-color printing to ensure that the color of a logo is accurate- CMYK 23/17/17/0 HEX #C3C6C8 ly produced. PMS is used, for example, when printing business cards. U in the color code stands for uncoated which is uncoated paper. PMS Process black C RGB 45/41/38 C in the color code stands for coated which is coated paper. CMYK 0/0/0/100 HEX #2D2926 HEX = Hexadecimal Used as the definition of HTML colors to use for digital solutions to be displayed in browsers. PMS CMYK Process white 0/0/0/0 RGB HEX 255/255/255 #FFFFFF NCS = Natural Color System Used on vehicles, for paint on walls.

COLORS OUR COLORS Yellow should be the answer if you ask someone to think of MIPS and mention one single colour. Our colors have been chosen to distinguish us and are a valuable means of competition. MIPS color palette consists of a total of 6 colors. The profile color is MIPS Yellow. It is used as identity-creating color and builds the image of MIPS. The yellow color ABCDEFGHIJKL MNOPQRSTU VWXYZÅÄÖ ABCDEFGHIJKL MNOPQRSTU VWXYZÅÄÖ ABCDEFGHIJKL MNOPQRSTU VWXYZÅÄÖ can be used in combination with photographs and other graphic elements, but should be used discretely and tinted down and do not take too much space if competition with other elements or colorful 1234567890 abcdefghijklmn 1234567890 abcdefghijklmn 1234567890 abcdefghijklmn images occurs. Simplicity is always our benchmark. The remaining 5 colors add a flexible profile and are used primarily as background color, opqrstuvwxy opqrstuvwxy opqrstuvwxy in typography or in charts, tables, animations or in information graphics. When it is important to create contrast, the above color combinations can be used. It is also possible to use the color combinations to create divisions, chapters or sections in texts or menus. The color palette can be seen as a volume button that can be screwed up or down as needed. Large white surfaces together with the yellow color are the basis of our color system. There will be a need for formal information to be dimmed, as is the need for communicative material to be more contrasting and colorful. The percentages in the graph above aim to describe a relationship in the use of the colors. It is important to remember that these main principles are guidelines and no rules.

COLORS OUR COLORS The yellow color has a central role in MIPS identity, but should primarily be used as a clear accent on a smaller scale. All we do should be characterized by simplicity and therefore we will primarily aim for large white areas. The principle is that we supply the white surface as little HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure as possible so that there is air and that our marketing materials breathe simplicity. To the white surface we add the yellow color. We avoid yellow and black together and strive for a softer contrast with our gray denominations. Yellow graphics on the white bottom may become obscure in smaller applications, and then you will be using a gray bottom color. Yellow graphics with dark gray bottom may be necessary if high contrast is sought for, for example, smaller applications. The darker gray color is used for texts on yellow, white and light gray bottom. For the very HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris smallest texts you may need to use 100% black. nisi ut aliquip ex ea commodo consequat. Duis aute irure nisi ut aliquip ex ea commodo consequat. Duis aute irure Volume button for the colors Use the colors as a volume button. Solid-color surfaces with two to three colors on the same device, for example, require attention, like an exclamation point, and are considered high volume. Especially in com- HEADLINE HEADLINE HEADLINE bination with bold type. Keep in mind that the content should motivate the volume. Base colors Black, white and gray are base colors. The dark gray is a soft shade because completely black to white or yellow gives too much contrast and poorer readability on screen. The gray colors are used as bass / background to accentuate with yellow. The color combinations on the previous page have a good contrast, which gives good readability. These combinations should be used in most cases. The base color gray should be used as the background color. With yellow or gray as a full background, dark gray, white or yellow typography should be used. Dark gray is used against light background. White or yellow is used against darker background. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure nisi ut aliquip ex ea commodo consequat. Duis aute irure Graphic elements and illustrations in MIPS yellow will help to enhance the image of the MIPS identity. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure

TYPOGRAPHY OUR TYPOGRAPHY GOTHAM BOLD Use GOTHAM Bold in headlines. Put headline in capital letters and subheadings in lower case. The principle is to write short headings. In cases where the main headings become longer, they are added to the lower case. Recommended minimum size is 11 points in printed material and 29 pixels in digital contexts. GOTHAM BOLD ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ abcdefghijklmnopqrstuvxyzåäö 0123456789,./:()!?#@& GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ abcdefghijklmnopqrstuvxyzåäö 0123456789,./:()!?#@& In some special cases, the size can go down to 8 points in printed material, for example in connection with pictures, diagrams and illustrations.. GOTHAM BOOK Gotham Book is used in combination with Bold in shorter letters, prefixes, captions, shorter factual texts, addresses, etc. Light is used in combination with Bold as text is larger and readability is good. The minimum size is 7 points in printed material and 20 pixels in digital context. Suitable size for longer text is 9-12 points. GILL SANS (COMPLEMENTARY TYPE) When we send documents, such as invoices that we want our customers to abled to edit, we use the standard type Gill Sans instead of Gotham. Create contrast between Gill Sans Black and Medium. GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ abcdefghijklmnopqrstuvxyzåäö 0123456789,./:()!?#@& GILL SANS BOLD ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ abcdefghijklmnopqrstuvxyzåäö 0123456789,./:()!?#@& GILL SANS REGULAR ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ abcdefghijklmnopqrstuvxyzåäö 0123456789,./:()!?#@& GEORGIA (FOR LONGER BODY TEXT) For internal use, we use Georgia in body text when we publish material that requires longer texts such as annual reports or research papers. For internal use, we use Georgia in body text when we publish material that requires longer texts such as annual reports or research papers.

GRAPHIC ELEMENTS OUR GRAPHIC ELEMENTS Graphic elements are another tool that helps us create recognition in our communication work. We use the graphical elements if we want to illustrate a complex context, clarify a function or support a message. Graphic elements should therefore not be used as decorative elements, but should complement a function in strengthening the context and simplifying the message. Our toolbox consists of a number of graphical elements available to enable a clear, consistent and attractive description of our research and our products and services. 1995 Swedish neurosurgeon Hans von Holst contacts University to discuss solutions 2001 MIPS AB is founded 2004-07: A helmet with a MIPS solution is launched on the Swedish market 2010 MIPS becomes a true ingredient brand offering a global solution 2014 Establishment of BRG and MIPS collaboration 2015 MIPS Profitability 2016 More than 3.1 millions MIPS BPS sold since inception 2017 March 23, MIPS introduction on Nasdaq Stockholm RESEARCH START-UP PHASE GROWTH / INGREDIENT BRAND STRATEGY 1995-2000 2001-2009 2010-2013 2014 2015 2017 1996-98 2000-01 2009 2016 Initial tests and seed funding, First scientific The first third party hel- The first street motorcycle set up and patent filing costs publication regarding MIPS met with the MIPS Brain helmet model with the MIPS Protection System (BPS) is BPS is launched launched

GRAPHIC ELEMENTS OUR GRAPHIC ELEMENTS 1. Our arrows to describe the MIPS movement in helmets is our main descriptive graphic element. When using arrows or lines in graphic descriptions, please have these as your first choice. 2. The line with the beveled end illustrates the angled used for testing. This line is used carefully as a graphic element in presentations and prints and foremost on the bottom of the page. 3. The height should be no more then 5 percent of the height of the page in landscape mode. In portrait mode the height is 3 percent. 3. The grey grid The white grid on a grey background is used as a background when describing and showcasing MIPS products and innovations. 1. 2.

GRAPHIC ELEMENTS OUR GRAPHIC ELEMENTS In some cases, we are forced to use colors that are outside our own color range. For example, we need to use colors that are relevant to a particular type of research. This may make it more difficult to create a coherent and unified visual identity, which means that we must make high demands to be extra clear with our identity associated with us as a sender.

IMAGES CATEGORIES THREE MAIN TYPES OF IMAGE We divide photographic imagery into three different types, each with specific purposes and applications: BENEFIT & FUNCTION Objective Useful and valuable SCIENCE & INNOVATION Objective Credible PRODUCTS & SERVICES Objective Accessible, findable and desireable CREDIBLE USEFUL DESIRABLE MIPS VALUABLE ACCESSIBLE FINDABLE

BENEFIT AND FUNCTION USEFUL, VALUABLE DIRECTIONS Strive for simplicity and clarity. If possible, use only white, yellow and gray. Use black and other colors only if necessary for readability or to reproduce the research s measurement processes and values in a credible and authentic manner. Focus on explanatory, pedagogical and attractive images.

APPLICATIONS MIPS BRAIN PROTECTION SYSTEM MIPS BRAIN PROTECTION SYSTEM MIPS BRAIN PROTECTION SYSTEM MIPS BRAIN PROTECTION SYSTEM DIGITAL APPLICATIONS

APPLICATIONS BOXLABEL / HANGTAG

THE MIPS WAY ULLMAN + RINMAN & FRIENDS 17.09.20