Kryptonite Brand Book

BRAND IDENTITY AND GUIDELINES • 1 BRAND AND IDENTITY GUIDELINES

BRAND IDENTITY AND GUIDELINES 1 TABLE OF CONTENTS Purpose of Guidelines .................................................................. 2 Brand Building Blocks .................................................................. 3 Brand Standards ........................................................................... 9 Visual Standards ......................................................................... 11 Packaging Elements ................................................................... 21 Ads .............................................................................................. 30 Point of Purchase ....................................................................... 35

BRAND IDENTITY AND GUIDELINES PURPOSE OF GUIDELINES • 2 CONFIDENTIAL/PROPRIETARY INFORMATION Information contained within this document is confidential and proprietary to Kryptonite and shall not be used, copied or disclosed to others without the prior written permission of Kryptonite. If you are not the intended recipient of this information, please return the document to the sender. PURPOSE OF THE GUIDELINES The guidelines document is a quick and easy reference for all those who interact with the Kryptonite brand across the globe. From brand positioning, to utilizing the most current logos, to making sure our combined efforts all lead toward a consistent and coherent voice, these guidelines provide the roadmap for navigating the Kryptonite world. This document will ensure that you have the information you need for your next Kryptonite marketing campaign. WHEN TO USE THESE GUIDELINES These guidelines represent the foundation of the Kryptonite brand. By giving Kryptonite a cohesive presence on the shelf, in print and web applications, and in your communication with others, both the brand and the consumer win.

BRAND IDENTITY AND GUIDELINES 3 BRAND BUILDING BLOCKS

BRAND IDENTITY AND GUIDELINES BRAND BUILDING BLOCKS • 4 EARLY 1970 s Michael Zane was a free-spirited, bearded kid with a VW van and a big idea for a new kind of lock. He traveled thousands of miles showing the unique U-shaped locking device and spreading his passion for bicycle security to bike dealers all around the country. With production assistance from his father, Ernest, and a $1,500 cash investment, Kryptonite Corporation was born in 1972. Not only was a company started, but an entire new industry category, bicycle security, was created. 1977 Kryptonite introduced the Anti-Theft Guarantee on it’s newly developed K-4 U-lock. If a thief steals a bike by defeating our product, we will pay for the bike. This iconic program has set the standard for the Action Sport security category and is copied by many companies. 1980 s The K-4 U-lock revolutionized the industry and was the inspiration for most every bicycle u-lock on the market today. It was celebrated globally: Was placed in the New York Museum of Modern Art permanent design collection in 1983. The only bicycle accessory company in history to win Japan’s coveted Good Design Prize in 1988 Captured Germany’s Museum of Utilitarian Art Award in 1988. 1994 Kryptonite returned to the streets of the Big Apple to test its latest innovation - The New York Lock. The lock confounded bike thieves in a historic street test which was publicized in the New York Post. The New York Lock has become the flagship lock for the company and was the original item in what has become its premier line. BRAND HISTORY

BRAND IDENTITY AND GUIDELINES BRAND BUILDING BLOCKS • 5 2004 Kryptonite announced that its core lines (Evolution and KryptoLok) were undergoing a major change. The tubular cylinder used in these lines would be replaced in 2005 with a disc-style cylinder, similar to the one in the New York Lock. Two weeks later, the company faced its biggest challenge yet when information on how to defeat some tubular cylinders was spread throughout the internet and reported extensively by traditional media. The company continued to lead the industry by responding to the situation with a free Lock Exchange Program that stayed active for over a year. Kryptonite is the only company in the world that offered such a comprehensive plan to customers. The company redesigned or re-engineered the equivalent of nine years worth of new products in under a year while replacing, free of charge, over 400,000 locks to distributors, dealers and consumers worldwide. 2011 Kryptonite introduces a new line of innovative integrated chains to be added to the Evolution series 4 and the KryptoLok series 2 security lines. With this new line of integrated chains, the company combines forty years of bicycle security experience with a unique design to offer cyclists the ideal solution for portability and convenience in chain security. 2013 Kryptonite proudly joins Allegion. 2014 Kryptonite puts together a team of some of the great NYC messenger minds to help us with the development of the Messenger Collection. From initial brainstorming to concept selection through product testing and even packaging design, the Messengers had majority rule—every step of the way. 2016 In pursuit of industry leadership in both safety and security of the cyclist, Kryptonite releases a full range of high powered, high quality bicycle light solutions, helping the rider to both see, and be seen.

BRAND IDENTITY AND GUIDELINES BRAND BUILDING BLOCKS • 6 OUR GOAL Our passion is to ensure you can go where you want, when you want by offering smart, serious security solutions and safe lighting solutions. We will be the portable security standard against which all others will be compared by providing unparalleled product quality and service with integrity. OUR BRAND PROMISE The lock brand for people who want the certainty and freedom that comes from having Kryptonite protection. The light brand for those who want to ride safer. In short, Kryptonite allows you to: PROTECT WHAT YOU VALUE. BRAND POSITIONING

BRAND IDENTITY AND GUIDELINES BRAND BUILDING BLOCKS • 7 WHY KRYPTONITE? We created the bicycle security category and have continued to develop unique security products for the bicycle, powersport and portable security markets for the last 40 years. Here’s what sets us apart: • Unparalleled Quality . We don’t cut corners when it comes to product quality. Our products are made of premium quality materials designed and engineered in the U.S. and covered by a lifetime warranty. • Legendary Service . We stand behind our products 100%. Our Key Replacement and Anti-Theft Protection Offer have been setting the standards for 40 years. • Experience . When you sell Kryptonite, you can rely on decades of security leadership and integrity, the quality of our products, and the service we provide. We are your Trusted Advisor. • Never Finished. Always Evolving. We listen, we learn, and we always push ourselves to create and experiment. We embrace change and consistently look for ways to improve. BICYCLE GOLD 2016

BRAND IDENTITY AND GUIDELINES BRAND BUILDING BLOCKS • 8 WHERE WE ARE GOING • Continue to innovate and be a provider of premium quality security products that allow you to protect what you value. • Safe Travels In an effort to assure the cyclist and bicycle are safe and secure, we will continue to expand and refine our full suite offering of high quality lighting. • Be an industry leader in bicycle and power sport security management. Continue to expand and explore security options in both the digital world, and in physical security as we move to include a wider array of security options such as component security. • Continue to provide educational tools that assist in their outreach efforts around bicycle security and safety to dealers, end users, law enforcement, etc. • Simplify security for customers so their security decision is an informed and stress-free decision.

BRAND IDENTITY AND GUIDELINES 9 BRAND STANDARDS

BRAND IDENTITY AND GUIDELINES BRANDING STANDARDS • 10 PROTECT WHAT YOU VALUE. KRYPTONITE TAGLINE Kryptonite uses the tagline “Protect what you value.” It is a call to action to protect your vehicle, because you value it. It's not always the monetary value behind your vehicle that is most important, it's something that's a part of your identity. You use bicycle lights becasue you value your safety, and so do we. Tagline should always be in United Sans Semi-Condensed Heavy font, capitalizing all letters, and always with the period.

BRAND IDENTITY AND GUIDELINES 11 VISUAL STANDARDS

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 12 OUR IDENTITY Through years of refinement, the current Kryptonite visual identity is simple, and more techni - cal than previous designs. This wordmark aligns closely with the safety and security categories in which we operate and innovate.

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 13 IDENTITY SPACING A minimum of 1/4“ (6.4mm) of clear space must be maintained around the identity to ensure its visual integrity. Do not allow other elements such as type or obtrusive graphics to interfere with the visual impact of the identity by violating this clear space. ELECTRONIC SIZE RESTRICTIONS We recommend that the resolution of the Kryptonite identity be 300 ppi. To ensure maximum legibility when viewing the Kryptonite identity on the web, the height of the identity can not fall below 100x14 pixels @ 72 ppi. 1/4” 6.4mm 1/4” 6.4mm 1/4” 6.4mm 1/4” 6.4mm = clear space 14 pixels 100 pixels

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 14 COLOR PALETTE The Kryptonite wordmark is 100% black. At no time should the color green appear anywhere on, around or behind the Kryptonite identity. PMS PANTONE Process Black C CMYK PANTONE DS Process Black C 0/0/0/100 RGB #00000 0/0/0

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 15 COLOR VARIATIONS The black wordmark on yellow background is the preferred color combination. On a black or dark background, yellow or white may be used for the wordmark. At no time should the color green appear anywhere on, around or behind the Kryptonite identity. PMS PANTONE Process Black C CMYK PANTONE DS Process Black C 0/0/0/100 RGB #00000 0/0/0 PMS PANTONE Yellow 012 C CMYK PANTONE DS 1-1 C 0/5/100/0 RGB #FFE600 255/230/0 WHITE #FFFFFF 255/255/255

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 16 TYPOGRAPHY Headlines UNITED SANS SEMI-CONDENSED HEAVY * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Body STRATUM * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 * Font packages may not be included in standard graphic and publishing suites.

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 17 UNACCEPTABLE IDENTITY USE The Kryptonite identity represents our brand, so care should always be taken when using the identity. It should never be altered in any way. Use only the approved electronic artwork. Below are examples of unacceptable usage of the Kryptonite identity. Use the guidelines in this document to successfully express our brand. At no time should the color green appear anywhere on, around or behind the Kryptonite identity. DO NOT typeset or distort the wordmark. DO NOT use unapproved colors for the wordmark. X DO NOT use green around or behind the identity. X X DO NOT use outdated identities. X DO NOT add glows to the identity. DO NOT skew the identity in any way. X X

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 18 OUTDATED IDENTITIES The Kryptonite identities that appear below are outdated. Please begin using the new identity immediately and discard any of the files that you may have that represent the identities below. At no time should the color green appear anywhere on, around or behind the Kryptonite identity. X X X X X X X X X X X X X X X X X X

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 19 PRODUCT LOGOS Below are the logos for several of our product families as well as a few individual products. If you are communicating information regarding these specific product families or products please use only the approved electronic artwork. The Kryptonite identity represents our brand, so care should always be taken when using the identity. It should never be altered in any way. At no time should the color green appear anywhere on, around or behind the Kryptonite identity. 3“ .85”

BRAND IDENTITY AND GUIDELINES VISUAL STANDARDS • 20 TRANSLATIONS We understand how important it is to have material in native languages globally. While we do our best to translate collateral as it is created, we’re not able to translate everything, into every language. We are grateful for help creating this content. Please do not hesitate to contact us and we can work to provide source files. Whilst your efforts in these activities are greatly appreciated it is important that we maintain systematic consistency in our messaging and visual perception across the brand. •When translating content please do not re-write copy, and keep the translations as close to the exact message as possible. Changing the subject matter not only dilutes the message, it may also have legal implications. •Please do not change the layout, order, or formatting of documents as they have been designed with particular connotations in mind. •Please do not change artwork and imagery in documents as they will have been chosen specifically to correspond with other page detail, branding, and flow. •Please do not change fonts or typography. We value your support and enthusiasm on this topic and are here to help. If you have any questions or would like translated work approved please contact a member of the marketing team who will be more than happy to assist.

BRAND IDENTITY AND GUIDELINES 21 PACKAGING ELEMENTS

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 22 OUR PACKAGE Kryptonite’s package was designed to present information about our product clearly and concisely. The new package includes clean, simplified graphics that align with our new brand identity and signify strength and security. All of the elements on the package work together to provide information about the product. The following elements may be used as stand alone items in other places besides packaging: the simplified security rating, the where to transport on the bike icons, and the key safe program logo. Security Rating Key Safe Program Primary Usage Statement In Use Icons Corporate logo always included. Lifetime Warranty Garantie à Vie Garantía de Por Vida 10 Jährige Garantie New York Chain ® 1210 & Evolution™ series 4 Disc Lock 437 Turnpike Street Canton, MA 02021 (781) 828-6655 kryptonitelock.com ©2015 ALLEGION Kryptonite is a registered trademark of Allegion. / Kryptonite est une marque déposée de Allegion. / Kryptonite es una marca registrada de Allegion. / Kryptonite ist ein eingetragenes markenzeichen der Allegion. Made in China Fabriqué en Chine Fabricado en China Hergestellt in China 12mm U.S. Patent No.D564339 KEY SAFE PROGRAM Key Replacement Program* Programme de Remplacement Pour la Clé* Programa de Reemplazo de la Llave* Schlüsselersatzprogramm* *See inside for details. *Voir à l'intérieur pour détails. *Ver adentro para más detalles. *Detaillierte angaben im innenteil. WARNING: This product contains chemicals, including lead, known to the state of California to cause birth defects or other reproductive harm. Wash hands after handling. 9 /10 Security Rating Cote de Sécurité Índice de Seguridad Sicherheitsbewertung New York Chain ® 1210 & Evolution™ series 4 Disc Lock 3.25’ (100cm) x 12mm BICYCLE GOLD 2016 PK720018999515 REV 1015 Ultimate security for flexible, standard lock-ups Sécurité ultime pour verrouillage flexible standard Seguridad máxima para trabas flexibles estándar Höchste Sicherheit für flexible Standard-Absperrungen Includes LED lighted key Comprend une clé lumineuse LED Incluye llave iluminada con LED Einschließlich Schlüssel mit LED-Leuchte 12mm six-sided 3t manganese steel chain links Maillons de chaîne en acier manganèse 3t de 12 mm à six faces Cadena con enlaces de seis lados de 12mm de 3t de acero manganeso 12mm starke sechseckige Kettenglieder aus extra-hartem 3t Mangan-Stahl Now Featuring Maintenant doté d' Ahora fabrican con Jetzt mit gefertigt

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 23 PACKAGING COLOR PALETTE •Gray and silver tones will rule majority of space •Pops of yellow and red accent colors; logo, product, key copy •Yellow accent to be used with logo •Blue/orange – Key/Combo Safe Program PMS PANTONE Process Black C CMYK PANTONE DS Process Black C 0/0/0/100 PMS PANTONE Cool Gray 8 C CMYK PANTONE DS 325-0 C 0/0/0/40 PMS PANTONE 7461 C CMYK PANTONE DS 222-1 C 100/35/0/10 PMS PANTONE 165 C CMYK 0/70/100/0 PMS PANTONE Yellow 012 C CMYK PANTONE DS 1-1 C 0/5/100/0 PMS PANTONE 1795 C CMYK PANTONE DS 80-1 C 0/100/90/0 PMS PANTONE 1595 C CMYK PANTONE DS 49-1 C 0/70/100/0

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 24 Our security rating system consists of a 1-10 point scale. The security rating helps consumers choose the right product for their specific security needs. Products are categorized by the location they will be locked and how long they will be locked (i.e. quick stop, couple of hours, all day, overnight). Most Kryptonite products have a designated security rating (some accessory cables and specialty items do not). A “10” provides ultimate security and is recommended for high risk areas, such as a densely-populated metropolitan area, regardless of whether a customer is making a quick stop or leaving the bike overnight. A “5” provides moderate security 1 0 /10 Security Rating X Outdated Security Rating Current Security Rating 9 -10 = ultimate security 7 - 8 = high security 4 - 6 = moderate security 1 - 3 = deterrent security KRYPTONITE’S SECURITY RATING SECURITY RATING and is recommended for quick stop, couple of hours, all day or overnight lock-ups in a rural area as well as quick stops in a metro area or while in transit. A “1” provides secondary security and would be used for a low risk area, such as a trail in the woods. At no time should pieces of the ratings be used separately. Use only the approved electronic artwork for each rating and avoid using outdated versions of the rating system. HOW TO CHOOSE A LOCK CONSIDER WHERE YOU LOCK YOUR BIKE AND FOR HOW LONG. FIND THE RECOMMENDED SECURITY RATING ON THE CHART. CHOOSE A PRODUCT WITH THAT RATING. 1 2 3 QUICK STOP COUPLE OF HOURS ALL DAY OVERNIGHT MAJOR METROPOLITAN AREA 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY METROPOLITAN AREA 4–6 MODERATE SECURITY 7–8 HIGH SECURITY 7–8 HIGH SECURITY 9–10 ULTIMATE SECURITY COLLEGE CAMPUS 7–8 HIGH SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY SUBURBS 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY 7–8 HIGH SECURITY 7–8 HIGH SECURITY RURAL AREA 1–3 DETERRENT SECURITY 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY CAR RACK ON THE ROAD 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY 7–8 HIGH SECURITY 9–10 ULTIMATE SECURITY =ULTIMATE SECURITY =HIGH SECURITY =DETERRENT SECURITY =MODERATE SECURITY

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 25 IN USE ICONS The new more stylized and technical in-use icons were developed to give the consumer a quick read about important functional benefit information. Braided steel cable for increased cut resistance. Preset 4-digit combination. 7mm 4-sided 3t manganese steel chain links. How to Use. 9.5mm 4-sided 3t manganese steel chain links. How to Use. 10mm 6-sided 3t manganese steel chain links. Includes carrying pouch & reminder cable. 12mm six-sided 3t manganese steel chain links. How to Use. 14mm six-sided 3t manganese steel chain links. 5.5mm pin fits smaller vent hole. End link locking point for extensive holding power. Hardened drop forge steel body with 10mm pin. Versatile, durable security that’s comfy around the waist. Padlock features double deadbolt design. Cinch loop for longer length lock-ups. Transport bracket included. WheelBoltz is locked when upright and unlocked when upside down. Front wheel keyless gravity based locking skewer Fits various tube shapes and sizes between 25mm and 80mm Hook-n-Loop strap allows for easier transportation. 4-digit resettable combination. 360 degree lock head Automatic cylinder cover protects against dust and grime. Reinforced lock head for additional strength. Reinforced lock head with Talon™ retention feature for increased resistance to attack. CABLES CHAINS DISC LOCKS GRAVITY LOCKS Bike Carrying Options / Includes FlexFrame-U Bracket / Mounts Almost Anywhere. Reinforced cuff over crossbar for additional protection. Use accessory cable as secondary deterrent. Patent pending hardened double deadbolt anti-rotation design. Hardened double deadbolt design. Hardened steel sleeve over crossbar for double security. Hardened steel crossbar and shackle for ultimate security. Bent foot design for ease of use. Includes LED lighted k e y. U-LOCK

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 26 IN USE ICONS The new more stylized and technical in-use icons were developed to give the consumer a quick read about important functional benefit information. Two keys included. Recommended Locations. Fits handlebar diameters between 22mm and 32mm. Fits easily in these locations. 4-digit resettable combination. Cable extends up to 3 feet (90cm) in length. 360 degree rotation for flexible fit options. 2-point holding stabilizes lock while in transit. Lasso loop doubles usable length of cable. 5.5mm— 4 sided hardened Steel Links. 9mm— 4 sided hardened Steel Links. Lasso loop doubles usable length of cable. Compatible Plug In locks into the RingLock for extra security. Compatible with both Kryptonite & AXA plug-in chains and cables. For additional security, a compatible Plug In can be used in conjunction with the Ring Lock. TO ATTACH CARRYING BRACKET: Install on any part of the frame where it won’t interfere with your cycling style or safe operation of the bicycle. Fits U-Locks & Cables. Convenient handlebar mounting location. Fits various tube shapes and sizes between 25mm and 80mm. Tug-block™ & flexible nylon strap for easy mounting. Easy grip dial. MISC PLUG IN CHAIN, CABLE AND RING LOCK Bolts install directly into cement. 16mm hardened steel shackle. Includes masonry bits. Shackle lays flat when not in use. Compact for easy transportation. Flexible 360 degrees link rotation for stress-free lock-ups. Integrated locking head. STRONGHOLD FOLDABLE 1012 & 1015 CHAINS

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 27 PRIMARY USAGE STATEMENT The goal of including a primary usage statement is to summarize the key value proposition for each product. Also allows for quick differentiation for a customer. Ultimate security for all day or overnight lock-ups Sécurité ultime pour le cadenassage de jour et de nuit Máxima seguridad para bloqueos para todo el día o durante la noche Ultimative Sicherheit zum ganztägigen Abschließen oder über Nacht Offers convenient theft prevention, for use as a secondary deterrent Comprend un antivol pratique à utiliser comme élément dissuasif secondaire Ofrece prevención de robos conveniente, para usar como disuasivo secundario Bietet praktischen Diebstahlschutz, nutzbar als zusätzliche Diebstahlsicherung

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 28 SERVICE LOGOS Our packaging may include one or more of the following services icons indicating it is covered by, or maybe covered by one of these services. Please see below to confirm you are using the most current version. X X X

BRAND IDENTITY AND GUIDELINES PACKAGING ELEMENTS • 29 TRADEMARKS The following trademarks should be observed: ® Kryptonite® New York Fahgettaboudit® New York Fahgettaboudit Chain® New York Lock® KryptoLok® series 2 KryptoLok® New York Chain® New York Disc Lock® KryptoFlex® ™ New York Legend™ Evolution™ series 4 Evolution™ Hardwire™ New York Noose™ Key Safe™ Combo Safe™

BRAND IDENTITY AND GUIDELINES 30 ADS

BRAND IDENTITY AND GUIDELINES ADS • 31 AD LAYOUT: GRAPHIC ELEMENTS KRYPTONITELOCK.COM DESIGNED BY MESSENGERS...FOR YOU AVAILABLE NOW. MESSENGER MINI + KRYPTONITELOCK.COM DESIGNED BY MESSENGERS...FOR YOU AVAILABLE NOW. MESSENGER MINI + KRYPTONITELOCK.COM DESIGNED BY MESSENGERS ...FOR YOU AVAILABLE NOW. MESSENGER MINI + KRYPTONITELOCK.COM DESIGNED BY MESSENGERS...FOR YOU AVAILABLE NOW. MESSENGER MINI + KRYPTONITELOCK.COM PROTECT WHAT YOU VALUE. FALL 2016 SAFETY MEETS SECURITY STREET F-135 AVENUE R-14 Bright background of Kryptonite yellow is augmented with a light gritty texture. Lightly distressed typography. Lightly distressed fields of color or black can be placed behind headlines, sidebars, footers, etc to make them pop or visually separate them from the rest of the composition. Hand drawn pencil elements are used to highlight information and add emphasis.

BRAND IDENTITY AND GUIDELINES ADS • 32 #007cba #ffe600 dots on yellow #ffe600 dots on gray #f3f4f0 MAIN COLORS HEADERS: QUANTICO BOLD or QUANTICO REGULAR (replaces UNITED SANS ) Always use Quantico font in uppercase FONTS: WEB STANDARDS COLORS: BODY COPY: Armata (replaces stratum) Always use Armata font in sentence case / lowercase FORMS/FILTERS and information that feeds in from external info: Roboto Bold or Roboto Regular Roboto Bold Condensed or Roboto Regular Condensed ACCENT COLORS BACKGROUND OPTIONS #dd5f13 #000000 #d9272e #999999 #cccccc #f3f4f0 FontAwesome is used for all icons: http://fontawesome.io

BRAND IDENTITY AND GUIDELINES ADS • 33    KRYPTONITELOCK.COM SAFETY MEETS SECURITY STREET F-135 AVENUE R-14 Equal margins on all sides. Here they are .5”, but they can be adjusted based on the size of the ad. Within the border is a 6x12 grid with 12pt gutters. The main lifestyle photos and content should be arranged within this gridded structure. Photos should have the gutter width maintained between them. They should not be touching. Pencil elements add emphasis. AD LAYOUT: USE OF A GRID The ad layout is structured around an underlaying grid system. These are just guidelines, the exact dimensions of the grid, gutter, margins, etc are flexible based on size of the final ad. Kryptonite branding is placed on a black “tab” that comes in from the edge of the page and can overlap photos and other design elements. This is supposed to function almost like a sticker or tag and should not be perfectly aligned with the grid system. The distressed black texture from the background of the branding tab is also used for a smaller social media tab and corporate Allegion lockup. Clipped product photography is placed directly on the textured yellow background with a very light drop shadow to help it stand out. These elements are loosely placed based on the structural grid, but should be adjusted so that they are generally horizontally centered within the yellow space.

BRAND IDENTITY AND GUIDELINES ADS • 34 KRYPTONITELOCK.COM DESIGNED BY MESSENGERS...FOR YOU. AVAILABLE NOW. MESSENGER MINI + SAMPLE PRINT ADS GRAVITY LINE WHEELNUTZ WHEELBOLTZ WHEEL SECURITY WITH THE CONVENIENCE OF CARRYING ONLY ONE PRIMARY LOCK. NO SPECIAL TOOLS REQUIRED. LOCKED UPRIGHT UNLOCKED UPSIDE DOWN CARRY LESS. PROTECT MORE. KRYPTONITELOCK.COM LOOKING FOR NEW DISTRIBUTORS THROUGHOUT ASIA INVENTOR OF THE BICYCLE U-LOCK. US #1 SELLING LOCK BRAND IN SPECIALTY DEALERS. BOOTH: NANGANG EXHIBITION HALL 1 – L0128 KRYPTONITELOCK.COM Distributed by grofa.com H OUSE OF B RA ND S ® VON FAHRRADKURIEREN ENTWICKELT ...FÜR DICH. KRYPTONITELOCK.COM MESSENGER MINI +

BRAND IDENTITY AND GUIDELINES ADS • 35 SAMPLE WEB ADS Here are a few of our electronic security web ads for reference. 300 x 250 ppi 240 x 400 ppi 250 x 250 ppi 468 x 60 ppi 728 x 90 ppi 970 x 250 ppi 120 x 600 ppi

BRAND IDENTITY AND GUIDELINES 36 POINT OF PURCHASE (POP) This next section includes POP and examples of marketing collateral that help promote the Kryptonite brand.

BRAND IDENTITY AND GUIDELINES POINT OF PURCHASE • 37 BIKE POP (2’ lifestyle and technical graphic available for existing slat wall displays) HOW TO CHOOSE A LOCK CONSIDER WHERE YOU LOCK YOUR BIKE AND FOR HOW LONG. FIND THE RECOMMENDED SECURITY RATING ON THE CHART. CHOOSE A PRODUCT WITH THAT RATING. 1 2 3 QUICK STOP COUPLE OF HOURS ALL DAY OVERNIGHT MAJOR METROPOLITAN AREA 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY METROPOLITAN AREA 4–6 MODERATE SECURITY 7–8 HIGH SECURITY 7–8 HIGH SECURITY 9–10 ULTIMATE SECURITY COLLEGE CAMPUS 7–8 HIGH SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY 9–10 ULTIMATE SECURITY SUBURBS 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY 7–8 HIGH SECURITY 7–8 HIGH SECURITY RURAL AREA 1–3 DETERRENT SECURITY 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY CAR RACK ON THE ROAD 4–6 MODERATE SECURITY 4–6 MODERATE SECURITY 7–8 HIGH SECURITY 9–10 ULTIMATE SECURITY =ULTIMATE SECURITY =HIGH SECURITY =DETERRENT SECURITY =MODERATE SECURITY PROTECT WHAT YOU VALUE, FROM THOSE WITH NO VALUES. 10 in 36 in 10 in 36 in Kryptonite Slatwall Kit: Fin Graphics v1 Side 1 Side 2 Match PMS Yellow 012 [24" x 15"] [24" x 15"] [10" x 36"]

BRAND IDENTITY AND GUIDELINES POINT OF PURCHASE • 38 POWERSPORT POP (2’ lifestyle and technical graphic available for existing slat wall displays) 10 in 36 in 10 in 36 in Kryptonite Slatwall Kit: Fin Graphics v1 Side 1 Side 2 Match PMS Yellow 012 [24" x 15"] [24" x 15"] [10" x 36"]

BRAND IDENTITY AND GUIDELINES POWERPOINT PRESENTATIONS • 39 POWERPOINT PRESENTATIONS Powerpoints are presented in: Titles & Headers FRANKLIN DEMI GOTHIC COND Body CALIBRI

BRAND IDENTITY AND GUIDELINES RESOURCE LIBRARY • 40 Resource Library. The Kryptonite Resource Library gives you access to high resolution artwork and brochures to support your sales and marketing efforts in promoting the brand and product range. A link to the Resource Library can be found on our website homepage. This will open the login page where you can access the library or request access if you don’t have an account.

BRAND IDENTITY AND GUIDELINES RESOURCE LIBRARY • 41 Once logged in you will need to use the filters in the left hand navigation to locate your desired files. DO NOT USE THE BACK BUTTON. To save images, simply click on the file to open it in a new window and then right click and “save as” to download a copy. If you have any questions or queries please contact a member of the marketing team who will be more than happy to assist you.

BRAND IDENTITY AND GUIDELINES 437 TURNPIKE STREET CANTON, MA 02021 USA 800-SAY-LOCK (US & CANADA ONLY) KRYPTONITELOCK.COM © 2016 ALLEGION