SafeTrxActive Brand Book

BRAND EXPRESSION AND GUIDELINES

What is Safety? More than just red tape. Or another box to tick... For us it’s a much bigger idea than that. It’s the innovation that makes room for progress. The confidence that makes way for daring. The ingenuity that empowers new possibilities. It’s the technology that protects the things we care about Our loved ones, our livelihoods, our futures. It’s calm, reassurance in a storm. And, capability in the face of adversity. It’s the accuracy that says we know where you are. And the signal that says… ‘ok, we’ve got you’. It’s our number one priority. BRAND EXPRESSION WHAT IS SAFETY? 04.03.2022 2

BRAND PURPOSE REDUCE RISK. PROTECT LIVES. BRAND EXPRESSION BRAND PURPOSE 04.03.2022 3

BRAND PROMISE REASSURING P R O T E C T I O N WHEN AND WHERE IT’S NEEDED THE MOST. BRAND EXPRESSION BRAND PROMISE 04.03.2022 4

BRAND VISIONBRAND VISION HARNESS TECHNOLOGY TO MINIMISE RISK AND ENHANCE PERFORMANCE. BRAND EXPRESSION BRAND VISION 04.03.2022 5

BRAND CHARACTER Our core brand character is the unassuming hero. Consider the character of an Emergency and Rescue professional; they are certainly heroes, but would never call themselves that. They are never bombastic, boastful or shouty. They are driven by an overriding motivation; to protect and ensure the safety of others. Everything they say and do aligns with this. Overall their character is one of calmness, capability and expertise. BRAND EXPRESSION BRAND CHARACTER 04.03.2022 6

TOTONNEE OOFF VVOOIICCEE TT HH EE HH EE RR OO ,, TT HH EE SS AA GG EE AA NN DD TT HH EE EE XX PP LL OO RR EE RR . . Consider an archetypal Depending on the situation and our unassuming heros. For our SAGE emergency or rescue who they are speaking to, these brand, it helps build trust. This [ENTERPRISE professional – unassuming unassuming heroes can slightly calm, clear, expert and protective FOCUS] heroes whose expertise and alter their tone of voice to get the voice is used to talk about the service helps save lives. job done. capabilities of our technology, These people communicate or how exactly we can help If they need to inspire people our customers. clearly, precisely, effectively, and around them to push efficiently. Words aren’t wasted themselves, they are supportive, Getting our messages across THE –and more often than not, there and bolder than usual. This clearly and effectively can help UNASSUMING is a wrong way, and a right way – ‘voice’ is then in the role of the prevent injuries and save lives, HERO crisis situations are binary. ‘explorer’, and we use it in our which is why, just like a rescue Real experts don’t need to show brand when we’re enabling professional, it’s absolutely off – their actions and capabilities adventurers to explore further – vital we never over complicate communicate the truth. or whenever we want to inspire our language or use Our tone of voice is exactly this. and excite. indecipherable jargon. The assured, guiding and acutely EXPLORER knowledgeable voice [B2C FOCUS] of the ‘sage’, is often used by BRAND EXPRESSION TONE OF VOICE 04.03.2022 7

VV II SS UU AA LL SS TT YY LL E E HUMAN FRAGILITY. HUMAN CONNECTION. TYPE ONE ‘BRAND’ PHOTOGRAPHY Our visual style is a careful and considered balance of visual elements which work together to consistently communicate our brand. TYPE TWO ‘BENEFIT’ PHOTOGRAPHY The brand aesthetic needs to do various different jobs depending on who we are talking TYPE THREE ‘PRODUCT’ PHOTOGRAPHY to, and about what, so our visual elements can [STATIC AND IN-USE] ‘flex’ in their relative balance to each other. This means our brand can support lots of varying messages all the way through SAFETRX GRAPHIC FAMILY the purchase process, from building brand awareness to converting sales. SAFETRX TYPOGRAPHY BRAND EXPRESSION VISUAL STYLE 04.03.2022 8

VISUAL STYLE TYPE ONETYPE ONE ‘BR‘BRAND’AND’ PHOPHOTTOGROGRAPHYAPHY Type one imagery is broadly based around Human Fragility. We communicate this, and occasionally allude to the world of tracking and locating, by showing very wide shots of the type of environments SafeTrx customers work or explore in. So huge, wide shots with a communicated impression that humans are tiny and vulnerable in a big and sometimes dangerous world. There are examples of this type of imagery all through this document. BRAND EXPRESSION VISUAL STYLE 04.03.2022 9

VISUAL STYLE TYPE TWTYPE TWOO ‘BENEFIT’‘BENEFIT’ PHOPHOTTOGROGRAPHYAPHY Type two imagery is broadly based on Human Connection. Protecting lives is at the core of our brand, and human is an important brand pillar, so let’s portray humans and humanity. Our shots will be natural, authentic and far more editorial in style. BRAND EXPRESSION VISUAL STYLE 04.03.2022 10

VISUAL STYLE TYPE THREETYPE THREE ‘‘ SS TT AA TT II CC PP RR OO DD UU CC TT ’ ’ PHOPHOTTOGROGRAPHYAPHY Type three imagery is used to clearly and proudly showcase our wearable device and other physical technology. Clear, clean, premium product shots or renders are used here. We must ensure everything is razor sharp and clean and communicates the high quality of the product. BRAND EXPRESSION VISUAL STYLE 04.03.2022 11

VISUAL STYLE TYPE THREETYPE THREE ‘IN USE PRODUCT’‘IN USE PRODUCT’ PHOPHOTTOGROGRAPHYAPHY Our graphic family of iconography, and imagery of our products in use, are used in combination to make the complex simple. Clear narratives of functionality and features can be told using graphic overlays and simple, considered premium photography. BRAND EXPRESSION VISUAL STYLE 04.03.2022 12

VISUAL STYLE GRGRAPHICAPHIC FAFAMMIILLYY A laser sharp, accurate set of lines and icons, inspired by the iconography of tracking, navigation and the sea. This is used to frame text, connect points of detail and interest, and add consistency and structure to the brand expression. BRAND EXPRESSION VISUAL STYLE 04.03.2022 13

TYPOGRAPHY A BALANCE OF CRAFTED, ACCURATE TYPOGRAPHY DETAILS. IMPACTFUL, EMOTIONAL HEADLINES. SafeTrx is tracking and alerting technology. Then, in conjunction, our supporting messages, technical information, or body copy is displayed in small, accurate In our world scale is everything. So our typography reflects highly crafted typography. this – each execution is a balance of very big, and very small type. Big and small type should always be used in balance with each other, never on their own. We’re uncompromising In broad terms, when we’re communicating ‘big’ emotional with this – we’re macro or massive, with nothing in the messages, headlines, or trying to attract attention or make middle or average. an impact our typography is big and bold. BRAND EXPRESSION VISUAL STYLE 04.03.2022 14

FONT US FONT USAAGEGE HEADLINES IN GOHEADLINES IN GOTHAM ULTHAM ULTRTRAA 1231234568456890!?[]\-+=90!?[]\-+= ABCDEFGHIJKLMNOPQRSABCDEFGHIJKLMNOPQRSTUVTUVWWXXYYZZ Uppercase, +300 kerning SUB HEADLINES IN GOSUB HEADLINES IN GOTHAM LIGHTTHAM LIGHT 1234568123456890!?[]\-+=90!?[]\-+= ABCDEFABCDEFGHIJKLMNOPQRSGHIJKLMNOPQRSTUVTUVWWXXYYZZ Uppercase, +250 kerning Body copy in Roboto Light 123456890!?\-+= AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz BRAND EXPRESSION FONT USAGE 04.03.2022 15

Our colour palette is simple, premium and bold. Predominantly monochrome, with black being the most dominant colour. ‘Rescue’ orange is often used to encourage action – and as a highlight colour. Photography and film is also graded in line with our pallete, with imagery being slightly de-saturated and darkened in the shadows. BLACK WHITE LIGHT GREY ORANGE 0/0/0 255/255/255 227/227/227 255/121/0 50/0/0/100 0/0/0/0 0/0/0/15 0/77/100/0 #000000 #000000 #E3E3E3 #FF7900 BRAND EXPRESSION COLOUR USAGE 04.03.2022 16

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