Hisense Brand Book

BRAND GUIDELINES

BRAND GUIDELINES Contents BRAND GUIDELINES 2 Our Brand ........................................................................ 03 Consumer benefits ......................................................... 04 Values ..................................................................................... 06 Tone of Voice ..................................................................... 07 Positioning & Core thought ...................................... 08 Proposition .......................................................................... 09 Brand Devices ............................................................. 10 Logos ....................................................................................... 11 Fonts ........................................................................................ 12 Colour Palette .................................................................... 13 Colour Usage ...................................................................... 14 Icons ........................................................................................ 15 Product Copy ..................................................................... 16 Imagery .................................................................................. 17 3rd Party Logos ................................................................ 18 Online Examples ...................................................... 19 Illustrations .......................................................................... 20 Digital Banners .................................................................. 21 Social Media Assets ....................................................... 22 Screen Fills .......................................................................... 23 Sponsorship .................................................................. 24 2018 FIFA World Cup ..................................................... 25 Aston Villa FC .................................................................... 26 Contact Details Please see online guidelines for downloadable assets

Our Brand OUR BRAND 3 The purpose of this document is simple: to give you the guidance and information you need to work with the Hisense brand. Our Brand Manifesto provides a clear definition of the Hisense brand and how it occupies a unique position in the markets and categories in which it operates. The Manifesto should be used as both the blueprint and the inspiration for all marketing communications, across any channel. Consumer benefits ......................................................... 04 Values ..................................................................................... 06 Tone of Voice ..................................................................... 07 Positioning & Core thought ...................................... 08 Proposition .......................................................................... 09

OUR BRAND Values OUR BRAND - VALUES 4 Quality Regardless of where a product sits within the Hisense range, there’s a commitment to build quality and reliability that you would expect from a leading brand. Forward thinking We’re always looking for opportunities to advance our products and brand, evidenced by investment in R&D and incorporation of the latest technology. Thoughtful We understand people and we carefully consider the best ways to make our products even better for them through the incorporation of genuinely useful features. Giving more features Our features aren’t just thoughtful – you also get more with Hisense, either through paying less for desirable features, or getting more features than other models at the price point. Bringing technology to everyone We always strive to include the latest technology in products, whether that’s Smart, inverter technology, triple zone cooling or something else, but at more accessible prices. Design Hisense products are well designed and look premium, to fit in with modern consumers’ homes.

OUR BRAND Consumer Benefits OUR BRAND 5 Functional Benefits Product quality – in terms of quality, Hisense products are comparable to or even better than products from leading brands. This is reflected in reviews and recognised by the trade. More for your money – Hisense products are priced competitively. When you buy a Hisense, you get features you might not expect to find at that price point from Samsung and LG. Improving life in your home – Additional Hisense features serve the purpose of improving life in the homes of our consumers. E.g. non-plumbed water dispensers, My Fresh Choice, Pause + Add and Vidaa U, specifically for the UK. Making new technology more accessible – Hisense make new technology like 4K or HDR more accessible for more people, without compromising on quality. Two year warranty – Compared to competitors in the industry, Hisense guarantee at least two years usage out of the product.

OUR BRAND Consumer Benefits OUR BRAND - CUSTOMER BENEFITS 6 Emotional Benefits Aesthetically pleasing – the stylish design of Hisense products means they look like truly premium products. Individuality – Consumers feel they are expressing individuality by choosing Hisense over other traditional leading brands. Smart - value for money allows Hisense buyers who have researched thoroughly and know the quality of the products to feel like they know more/are more savvy than others. Visibility – Hisense might be new to the UK market, but it’s on a mission to grow brand awareness through its substantial marketing activities, including its sponsorship of the 2016 UEFA European Championships, the upcoming 2018 FIFA World Cup and the previous sponsorship of the Red Bull Racing Formula One Team. Reassurance – The two year warranty offered by Hisense, combined with good reviews from respected sources gives consumers confidence in Hisense’s product quality and reliability. Expertise – Globally, Hisense have a long history of manufacturing and innovation. Better than you’d expect – Consumers who choose Hisense are delighted with their purchase and the value it offers. As a result many become advocates of the brand.

OUR BRAND Tone of Voice OUR BRAND - TONE OF VOICE 7 When we communicate with consumers, we will always talk about how our products help people. We want to make our technology understandable and accessible, but we’ll never talk down to the consumer. We make it simple by talking on a smart level that’s empathetic and understands them and their life. Sometimes we have exciting topics – like TVs and sponsorships – but we make more functional aspects interesting and relevant to the consumer too, for example talking about a 9kg washing machine in terms of how many loads it could save the user. We don’t say: This is everything this product has. We do say: Here are the ways this product can help you in your life. “Too much detergent can result in excess foam formation, reducing washing performance. Smart Foam Control automatically detects if there is too much foam in the machine and reduces it, improving the wash quality and making clothes kinder on your skin.” “See more colours on screen than ever before. The ultra wide colour gamut of ULED boasts over 1 billion colours, and more colours means breathtakingly vivid, true-to- life images that look exactly as the director intended.” Examples

OUR BRAND Positioning and Core Thought OUR BRAND - POSITIONING AND CORE THOUGHT 8 Positioning Statement Everything Hisense does is designed to benefit the user – whether that’s making good looking products that fit seamlessly into the home, incorporating features that meet a clear consumer need, or always being on the look out for new technologies and ways to make these more accessible. Not only that, but they give a two year warranty and all at a price the consumer is willing to pay. Reviews and global brand heritage give users additional confidence in Hisense’s ability to deliver this. Brand Truth Hisense think about the user first and foremost.

OUR BRAND Proposition OUR BRAND - PROPOSITION 9 Designed with you in mind Putting the person first with thoughtful features that are designed specifically to enhance their experience Good looking products to fit seamlessly into users’ homes Making life easier for the user – whether with a Netflix button or Pause and Add Reliability and a two year warranty More for your money in terms of features The latest technology at prices people are willing to pay Build quality Design Accessible technology R&D More features Thinking about you Life Reimagined STRAPLINE

Brand Devices BRAND DEVICES 10 Logos ....................................................................................... 11 Fonts ........................................................................................ 12 Colour Palette .................................................................... 13 Colour Usage ...................................................................... 14 Icons ........................................................................................ 15 Product Copy ..................................................................... 16 Imagery .................................................................................. 17 3rd Party Logos ................................................................ 18 Please see online guidelines for downloadable assets

BRAND DEVICES Logos BRAND DEVICES - LOGOS 11 50% 50% 50% 50% ≥10mm 1 2 1H 0.52H 1H 0.45H 1H 0.45H 150% 150% 150% 150% 50% 50% 50% 50% ≥10mm 1 2 1H 0.52H 1H 0.45H 1H 0.45H 150% 150% 150% 150% Always scale in proportion Minimum Print Size 10mm Clearance Area 50% 50% 50% 50% ≥10mm 1 2 1H 0.52H 1H 0.45H 1H 0.45H 150% 150% 150% 150% Main Logo Colour Variations Logo with strapline Logo with strapline block Please see online guidelines for downloadable logo formats Minimum Digital Asset Size 50px 50% 50% 50% 50% ≥10mm 1 2 1H 0.52H 1H 0.45H 1H 0.45H 150% 150% 150% 150% 50% 50% 50% 50% ≥10mm 1 2 1H 0.52H 1H 0.45H 1H 0.45H 150% 150% 150% 150% Position from corner of digital asset

BRAND DEVICES Fonts BRAND DEVICES - FONTS 12 Aa Zz Aa Zz Headline Font CircularStd-Bold.otf Body Font Calibre-light.ttf

BRAND DEVICES Colour Palette BRAND DEVICES - COLOURS 13 Highlight Colours Colours to be used on select headline words and small highlights. Block Colours Colours to be used as backgrounds and headline font colours. Green 62, 0, 58, 0 Orange 0, 82, 86, 0 Light Blue 48, 0, 16, 0 Yellow 17, 0, 90, 0 Dark Grey 60, 45, 45, 75 Medium Grey 61, 48, 43, 38 Light Grey 11, 8, 9, 0 Mid Grey 36, 28, 27, 6 White 0, 0, 0, 0 CMYK RGB HEX Code CMYK RGB HEX Code FA4720 73F9F4 EEF923 2B2B29 585C61 E7E7E7 FFFFFF AAA9AB Blue 73, 24, 0, 0 45DB93 00A1EE Brand Colour CMYK 100, 0, 44, 0 Hisense Green RGB 0, 154, 154 Hex Code 009A9D Logo colour 69, 219 ,147 250 ,71, 32 115, 249, 244 238, 249, 35 0, 161, 238 Please see online guidelines for Hex colours 88, 92, 97 231, 231, 231 170, 169, 171 43, 43, 41 255 ,255, 255

BRAND DEVICES Colour Usage BRAND DEVICES - COLOURS 14 Highlight Colour Block Colours Highlight Colour Block Colours Background in ‘Dark Grey’ Headline in ‘White’ Background in ‘Light Grey’ Headline in ‘Dark Grey’ Pull-out word in ‘Yellow’ Pull-out word in ‘Orange’ Legibility Ensure all combinations allow for good legibility on screen or printed materials. Correct Example Correct Example Incorrect Example Incorrect Example

ASSETS Icons ASSETS - PRODUCT ICON LIBRARY 15 Icon usage Icon with copy description Product Icons There is a library of product feature icons for each prodcut category Icons can appear in any of the brand colours as long as legibility is kept All icons have accompanying copy descriptions which should be used where appropriate Please see online guidelines for downloadable assets

COPY Product Copy COPY - PRODUCT COPY 16 Examples Long Version Groundbreaking ULED technology combines the latest in hardware and software to bring you the best ever 4K experience. Ultra Colour gives breathtakingly vivid images, Ultra Contrast uses Local Dimming for striking levels of brightness and depth, Ultra Smooth Motion means a smoother, more fluid visual experience, and Ultra HD guarantees a pin sharp, stunningly realistic picture. Medium Version Groundbreaking ULED technology combines the latest in hardware and software to bring you the best ever 4K experience. Short Version ULED technology brings you the best ever 4K experience. Strap Line Our Ultimate 4K Experience. ULED Please see online guidelines for downloadable copy Product Copy Product copy has been written for all the different product features. For each feature please use the long, medium, short and strapline versions depending on space available.

ASSETS Imagery ASSETS - IMAGERY 17 CGI Fridge room image TV room image NETFLIX Clip image - which can be used for a screen fill. Cover image Netflix titles used must adhere to all Netflix guidelines. A bank of images are available through the Netflix online portal. Please be aware that all assets must be signed off by Netflix. Please see online guidelines for downloadable assets

ASSETS 3rd Party Logos ASSETS - 3RD PARTY LOGOS 18 Awards Companies Features Please see online guidelines for downloadable assets

Online Examples ONLINE EXAMPLES 19 The following examples are to be used as a style guide only. Illustrations .......................................................................... 20 Digital Banners .................................................................. 21 Social Media Assets ....................................................... 22 Screen Fills .......................................................................... 23

20 ONLINE Illustration Examples ONLINE - ILLUSTRATION EXAMPLES Illustration style Product features shown with support of graphics - please follow this style when creating illustrative graphics.

ONLINE Digital Banners - Product MPUs Examples ONLINE - DIGITAL BANNERS 21

ONLINE Social Assets - Examples ONLINE - SOCIAL ASSETS 22 Netflix Product Feature Product Feature @HisenseUK

ASSETS Screen Fill Examples ASSETS - SCREEN FILLS 23 Icons White panel set to 75% opacity with faded outer edge Please see online guidelines for downloadable background images Shanghai Skyline 1 (ULED + features screenfills) Colour paint close-up (ULED TV screenfills only) 2018 FIFA World Cup Sponsorship Shanghai Skyline 2 (UHD TV screenfills only)

Sponsorship SPONSORSHIP 24 The following pages show an overview of some of the sponsorship assets. Please see individual Sponsorship guidelines for a comprehensive list of assets and the rules set around them. 2018 FIFA World Cup ..................................................... 25 Aston Villa FC .................................................................... 26

ASSETS Sponsorship - World Cup 2018 ASSETS - SPONSORSHIP The 2018 FIFA World Cup logo may only be used in the context of TV – please see Hisense 2018 FIFA World Cup guidelines Logo lock-ups Backgrounds 25

ASSETS Sponsorship - Aston Villa FC ASSETS - SPONSORSHIP Please see Aston Villa Sponsorship guidelines Logo lock-up Logo example on asset Example of supplied photography 26 OFFICIAL PARTNER OF ASTON VILLA OFFICIAL PARTNER OF ASTON VILLA

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