C O R P O R A T E B R A N D M A N U A L

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Lynette Whitehead
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1 C O R P O R A T E B R A N D M A N U A L

2 Welcome to SmartLite...a unique material that reflects a spirit of innovation in the focus of our research and technology, passion of our design, and strength of our engineering. Welcome to a product of quality...adding value to footwear brands through a soling material of unrivalled design possibilities. SmartLite soles are 40 per cent lighter than rubber of comparable properties. They can be recycled, and are easy to combine with other materials such as leather. Our new offering meets the market need for a material with enhanced performance, versatility and lightweight. Welcome to a new era in soles...taking the footwear industry significant and exciting steps forward. Steve TALBOT Huntsman Polyurethanes MISSION STATEMENT "Providing our partners with soling solutions for product creativity, keeping them ahead in the ever-changing footwear market." 2

3 We l c o m e t o t h e C r ea t i v e D e s ig n Te c h n ol o g y Wo r l d Why a Brand Label? To express the added values that SmartLite brings to our TPU business. The SmartLite brand label creation was built from our technologies, our know-how and our values. The new brand label will allow the product to be differentiated from these of our competitors and to be distinguished from existing raw materials. The outcome is the result of workshops involving designers, marketeers and technical experts. SmartLite was born with a symbol which expresses the brand ambition: to be the link between technology, creativity and innovation, to help our clients create new products. To create a consistent corporate brand identification, a logo has been developed to communicate the brand characteristics. It should be integrated in all designs in a coherent and prominent way.the objective of this manual is to establish a simple and precise guide on the use of the SmartLite identity. It simplifies the creation of each element you need for your communication. Please use this manual _ it is vital to have a consistent representation of the SmartLite brand each and every time. The shoe must go on. 3

4 C O N T E N T S S m a r t L i t e VISUAL IDENTITY Version A: basic logo Version B: basic logo with the baseline The colors, black & white and negative logo Color samples Version C: horizontal logo for large format Version D: logo for small sizes Logo layout Version E: logo for soles and covers Version F: Smart L i t e website logos C O M M U N I C A T I O N S m a r t L i t e g u i d e l i n e s Usual typeface I c o n s Advertising campaign S m a r t L i t e s h o e t a g S m a r t L i t e A l l i a n c e Stationery letterhead Stationery standard examples Product Data Sheets Electronic presentation Tr a n s p o r t a t i o n

5 V I S U A L I D E N T I T Y

6 V I S U A L I D E N T I T Y L o g o Ver s ion A : b a s i c l o go The visual identity of SmartLite expresses the SmartLite know-how and its positioning. The two elements of the basic logo: 1 the red oval with the S from the brand name SmartLite. Its unique form expresses creativity, quality, technology and movement 2 the original SmartLite type centered below the symbol. Uses: from 10 mm high (oval + type) > for black & white versions and dark background see page 9, > for the very small uses, a specific version has been created see page 12. Warning: The oval and the type form a whole. The proportions of the different elements, the positioning and the colors are standardised and may not be modified, even partially. 6

7 V I S U A L I D E N TI T Y L o g o The visual identity of Smart Lite is a registered trademark of Huntsman International LLC in one or more countries, but not all countries. 7

V I S UA L I DE N T I T Y L o g o Ve r s i on B : b a s i c l o go w i t h t he b a s e li n e The visual identification of SmartLite expresses the SmartLite know-how and its positioning.

8 V I S UA L I DE N T I T Y L o g o Ve r s i on B : b a s i c l o go w i t h t he b a s e li n e The visual identification of SmartLite expresses the SmartLite know-how and its positioning. The two elements of the basic logo: 1 the red oval with the S 2 the original SmartLite type centered behind the symbol 3 the baseline Creative Design Technology under the symbol. Uses: from 10 mm high (oval + type). Warning: The oval and the type form a whole. This version of the logo contains three elements. The proportions of the different elements, the positioning and the colors are standardised and may not be modified, even partially. 8

9 V I S UA L I D E NT I T Y L o g o T h e c o l o r s, b l a c k & w hi t e a n d n eg a t i v e l og o colors red + black 1 color version 3 a 3 b Black and white version Negative logo version The corporate colors: two colors used The following reference numbers are the only colors to be used. No change or interpretation is allowed. Red: The Huntsman red 202 Pantone. CMJN: 0 / 100 / 65 / 47. RAL: Black 100 % black. 2 One color version This version is to be used in special cases on surfaces on which the reproduction of the corporate colors is not possible (eg: one color advertisement). Red: The Huntsman red 202 Pantone. CMJN: 0 / 100 / 65 / 47. RAL: Black & white and negative version There are two versions (for light and for dark backgrounds). 3 a The first version is to be used in special cases on surfaces on which the reproduction of the corporate colors is not possible (eg: fax, stamp, daily newspaper, advertisement). 3 b This second version is to be used in special cases on surfaces on which the reproduction of the corporate colors is not possible (eg: fax, stamp, daily newspaper, advertisement). 4 Version with halo This version is to be used on a background of the same color as the logo or on a dense background. 5 Exceptions Huntsman Communications Department may approve the use of the symbol on specific surfaces such as on greeting cards or gifts. Usable colors: Grey, silver, gold or embossed, varnish >for embossed version see page 14. Version with halo Gold or grey color 9

10 V I S U A L I D E N T I T Y L o g o Co l o r s a mp l e s Warning: Pantone colors can be affected by temperature, humidity and ageing and by the use of different print medium. Pantone reference samples are given as an indicator. The actual color must be duplicated whatever medium and print process used.

11 V I S UA L I D E NT I T Y L o g o Ve r s i o n C : ho r i z o n t a l l o g o f o r la r g e fo r m a t This version of the logo is adapted for large format. It contains two elements: 1 the red oval with the S 2 the SmartLite type to the right of the symbol. Warning: The oval and the type form a whole. The proportions of the different elements, the positioning and the colors are standardised and may not be modified, even partially. 1 1

12 V I S U A L I D E N T I T Y L o g o Ve r si o n D : l o g o f o r s m a l l s i z e s Version A Version D Comparison between Version A a n d Version D provided for small sizes. This version of the logo is adapted for use in small sizes. It contains two elements: 1 the red oval with the S redesigned to for smaller formats 2 the SmartLite type enlarged and redesigned to be more visible. Uses: from 5 mm high (oval + type) minimum to 9 mm maximum. Warning: Not to be used over 9 mm uses. 1 2

13 V I S U A L I D E N T I T Y P r o p o r t i o n s L og o l ay o ut Ver si on A Ve r s i o n B Ve r s i o n C Ve r s i o n D 1 3

14 V I S U A L I D E N T I T Y L o g o Ve r s i o n E : l o g o f o r s o l e s a n d c o v e r s These versions are to be used for moulds lids, for a scale superior to 20 mm. Exception This version is to be used on sole, for a scale inferior or equal to 20 mm. 1 4

15 V I S UA L I D E NT I T Y L o g o Ve r s i o n F : S m a r t L i t e w eb s i te l o g o s These versions are to be used for all information concerning the SmartLite website. 1 5

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17 C O M M U N I C A T I O N

C O M M U N I C A T I O N S m a r t L i t e g u i d e l i n e s These guidelines are intended to reinforce the recognition and consistency of all the Smart Lite communication.

18 C O M M U N I C A T I O N S m a r t L i t e g u i d e l i n e s These guidelines are intended to reinforce the recognition and consistency of all the Smart Lite communication. Warning: All examples are explained in the following pages. Exceptions for using specific creations (eg: greetings card, gifts) are only on the approval by the Huntsman Communications Department. 1 8

19 C O M M U N I C A T I O N U s u a l t y p ef a c e Type Use only Arial Narrow typeface, available in regular, bold, italic and bold italic. Warning: Other typefaces are not allowed. Arial Narrow regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z , ; :?! Arial Narrow bold A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z , ; :?! Arial Narrow italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z , ; :?! Arial Narrow bold italic A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z , ; :?! 1 9

20 C O M M U N I C A T I O N I c o n s Shock Absorption Softness Lightweight Abrasion Resistance Flexibility Icons have been created to symbolise the main advantages of SmartLite. They can be used to emphasise the message in your communications. 2 0

21 C O M M U N I C A T I O N A dv e r t is i n g c a m p a ig n 2 1

22 C O M M U N I C A T I O N S m a r t L i t e s h o e t a g The SmartLite shoetag has been created in two models for use on shoes for cobranding with shoe brands. Basic shoetag This version presents: - the SmartLite logo in its colors in a shape derived from the logo, - the SmartLite added values for the consumer, - the shoebrand logo. Personalized shoetag This version presents: - the SmartLite logo on a colourful background*, - the SmartLite added values for the consumer, - the shoebrand logo. *This example is a lifestyle image. You can use your own image to create the background. 2 2

23 C O M M U N I C A T I O N S m a r t L i t e p a r t n e r s S m a r t L i t e A l l i a n c e SmartLite Alliance is the name of a network of SmartLite partners. Their names and contact details are indicated in the presentation leaflet and on the SmartLite website. These are regularly updated. 2 3

C O M M U N I C A T I O N S t a t i o ne r y l e t t e r h e a d S m a r t L i t e l e t t e r h e a d L o g o s Ve r si o n A and C 3 1 2 1 2 3 The elements of the first model of letterhead 1

24 C O M M U N I C A T I O N S t a t i o ne r y l e t t e r h e a d S m a r t L i t e l e t t e r h e a d L o g o s Ve r si o n A and C The elements of the first model of letterhead 1 Focused SmartLite logo 2 Guideline at the top and the bottom of the format 3 Sender s details on the left: Address, Area code: Arial Narrow standard, size 7, int 10, spacing 50, Tel., Fax, Arial Narrow italic, size 7, int. 10, spacing 50. Use this artwork to create your stationery. Real size: 297 x 210 mm 2 4

25 C O M M U N I C A T I O N S t a t i o n e r y s t a n da r d e x a m pl e s B u si n e s s ca r d a nd l et t e r c a r d e l e m e nt s The elements of the business card 1 Focused SmartLite logo 2 Guideline at the top and the bottom of the format 3 Name and surname: Arial Narrow bold, size 7.2, spacing Function on one or two lines: Arial Narrow italic, size 7, int. 8.5, spacing Sender s details on the left: Address, Area code: Arial Narrow standard, size 7, int.@10, spacing 50, Tel., Fax, Arial Narrow italic, size 7, int. 10, spacing 50. Size: 90 x 51 mm The elements of the letter card 1 Focused SmartLite logo 2 Guideline at the top and the bottom of the format 3 Text: Arial Narrow italic, size 9, spacing Real size: 98 x 195 mm 2 5

26 C O M M U N I C A T I O N S t a t i on e r y s t a nd a r d ex a mp l e s E n v e l o p e s The elements of the envelopes 1 SmartLite logo 2 Sender s details on the left: Address, Area code: Arial Narrow standard, size 6, int. 9, spacing 50, Tel., Fax, Arial Narrow italic, size 6, int. 9, spacing 50 3 Sender s details on the left: Address, Area code: Arial Narrow standard, size 5.5, int. 7.5, spacing 50, Tel., Fax, Arial Narrow italic, size 5.5, int. 7.5, spacing Real size: 115 x 230 mm 2 Real size: 240 x 310 mm 2 6

27 C O M M U N I C A T I O N S t a t i o ne r y s t a n da r d e x a m pl e s F a x 1 2 Real size: 210 x 297 mm 3 The elements of the fax 1 Focused SmartLite logo 2 Title: Arial Narrow bold, size 16, int. 18, spacing 200, Text : Arial Narrow standard, size 16, int. 28, spacing 200, Filets: 0.6 pt 3 Sender s details of the address: Address: Arial Narrow standard, size 12, spacing 200, Tel., Fax, Arial Narrow italic, size 12, int. 12, spacing

28 C O M M U N I C A T I O N P r o d u c t D at a S h e et s Real size: 210 x 297 mm Advertising product Data Sheet in high resolution Macintosh version created in Illustrator, in CMYK. Standard product Data Sheet in low resolution There is a PCversion created in Word, in RVB. Real size: detail 2 8

29 C O M M U N I C A T I O N E le c t r o n i c p r e se n t a t io n Standard version with icons. 2 Light version without icons. 2 9

30 C O M M U N I C A T I O N Tr a n s p o r t a t i o n These are models for trucks. To develop your design, please ask the Huntsman Communications Department to provide you with artwork. 3 0

31 Corporate contact Stephane PEYSSON Everslaan 45, B-3078 Everberg Belgium Tel.: (32) Fax: (32) stephane_peysson@huntsman.com Design contact KHEOPS 22, rue Cambon Paris - France Tel.: (33) Fax: (33) kheops@kheops-fr.com 3 1

32 Ev ers laan 45 B E ver berg B e l g i u m Tel.: (32) Fa x: (32 )

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