Sram Urban Brand Book

URBAN Style GUide

Smart Simplicity

EVER yBOD y HAS A pERSONAlity . ONLY SOmE arE a PErSONaLItY. We believe in the power of bicycles. We are passionate personalities. We create components and experiences that inspire consumers and expand the potential of cycling. Our SRAm core values are “We are commited to Urban!” Stan Day, president and Founder of SRAm QUALITY PASSION INTEGRITY COMMITMENT GLOBAL LEADERSHIP

Smart Simplicity URBAN Ha S aN EFFEC tIVE IDENtItY. OUR cHARA ctER iN tHE URBAN ENViRONmENt . SRAm continues to live up to its commitment to the Urban category and create a clear and different Urban feeling. SRAm is the most exciting component manufacturer in the industry because — We provide a smart feeling in everyday mobility. — We offer simple performance and solutions.

Smart iNNOVA tiVE SOl UtiONS tO c OmplEX pROBlEmS Smart is the first part of our Urban product identity. We use our customer insights for powerful products with an added value and without technical overturn for our Urban customers. Smart stands for the ultimate Urban experience. We create products that are embedded in the Urban culture.

SImPLICItY ElEGANt AND EAS y tO USE pRODUct S Simplicity is the second part of our Urban product identity. For us trust, safety and reliability make a big difference. SRAm stands for quality engineering and most people can’t see why – it’s hidden under the surface of our products.

SRAM CORPORATE URBAN IDENTITY QUALITY TRUST Urban lifestyle needs our quality commitment. We are working with the highest accuracy on our products. t hat’s why they are simple but powerful. PASSION JOY Smart solutions generate the joy you will feel on your Urban bike. We offer innovations that are not baubles but simple solutions for Urban challenges. COMMITMENT GLOBAL We are a global fair acting company. We are producing sustainable solutions. We are part of the future Urban developments. We will not follow the trends but we will set the agenda. Smart Simplicity Sram PERSONALITY AND UrbaN IDENTITY

UrbaN COrPOratE DESIgN ViSUAl R UlES these guidelines explain the key visual elements of our Urban category, so you can bring SRAm’s Smart Simplicity to life across all communications. clear and consistent use of these elements will keep us true to the Urban category and the products it represents. Sram LO gO lOGOS m Ay ON ly BE USED i N t HE cOlORS SHOWN BE lOW: Black C:0 M:0 y :0 K:100 R:0 G:0 B:0 #000000 PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 White C:0 M:0 y :0 K:0 R:255 G:255 B:255 #FFFFFF White C:0 M:0 y :0 K:0 R:255 G:255 B:255 #FFFFFF Full Color: One Color: Full Color on Black: One Color on Black: One Color on Red: USiNG t HE l OGO .66” the registration mark ( ® ) should be removed only when the SRAM logo is scaled to a size that would make the ® unrecognizable. Minimum Size: Area of isolation:

URBAN rED Carr IE r LO gO All percentages are of total width/height of background box. *When registration mark is not in use, the right side is the same as left: 5.2% of total width Full Color: Full Color on Black: USiNG t HE RED c ARR iER l OGO .66” the registration mark ( ® ) should be removed only when the SRAM logo is scaled to a size that would make the ® unrecognizable. Minimum Size: Area of isolation: Sram Urba N LOC kUP Full Color: Full Color on Black: USiNG t HE SRA m U RBAN lO ck Up 1.3” the registration mark ( ® ) should be removed only when the SRAM logo is scaled to a size that would make the ® unrecognizable. Minimum Size: Area of isolation: URBAN URBAN URBAN SRA m U RBAN lO ck Up: FOR i NtERNA l AND S pEci Al USE ON ly! lOGOS m Ay ON ly BE USED i N t HE c OlORS SHOWN BE lOW: lOGOS m Ay ON ly BE USED i N t HE cOlORS SHOWN BE lOW: for internal and special use only!

Urba N Str IPES PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 Full Color: 38% 38% 50° 50° 100% 44% 42% lOGOS m Ay ON ly BE USED i N t HE cOlORS SHOWN BE lOW: Full Color on image: PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 One Color on Red: White C:0 M:0 y :0 K:0 R:255 G:255 B:255 #FFFFFF USiNG t HE SRA m U RBAN St Rip ES sram.com Footer: Full Color on Black: PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 6 mm Minimum Size: if possible, the Urban Stripe should bleed (goes beyond the edge of the page). Use at least 3 parallelograms - 2 complete shapes and one bleeding shape. t he bleeded shape should be bleeded more than half. Using the Urban Stripes on a page without trimming: close the parallelogram vertically. Rotation angle: max. 10°

Smart Simplicity Smart Simplicity Urba N IDEN tItY PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 Full Color: Background: PMS 186 C:0 M:100 y :81 K:4 R:184 G:39 B:49 #B82731 Font: White C:0 M:0 y :0 K:0 R:255 G:255 B:255 #FFFFFF Sram FON t F am ILY the font family, interstate, is the default font for all SRAm Urban communication materials. All forms of interstate listed below can be used. t he italic variation can be used for certain spaces such as credits, subheads or captions. SRAm and product names (e.g. ViA G t), when written out, is always styled in All c Ap S (uppercase). Smart Simplicity interstate light AB cDEFGHiJklmNOpQRS tUVWX yZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Bold ab CDEF gHIJkLmNOPQrS tUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Bold ab CDEF gHIJkLmNOPQrS tUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate light italic ABCdeFGHiJKlMNOPQRS tUVWX yZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Regular italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 interstate Bold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 USiNG t HE SRA m U RBAN iDEN tity Full Color (on white Background and image) image: Using the Urban identity on a red parallelo- gram: t he parallelogram needs to bleed on the right or left side of the page or image. Using the Urban identity on red rectangle: the rectangle needs to bleed on the top or bottom of the page or image. Sram VI a gt L OgO Full Color: One Color: Full Color: One Color: One Color: Sram g 8 L OgO Full Color: One Color: Full Color: One Color: One Color: Sram VI a C EN tr O L OgO Full Color: One Color: Full Color: One Color: One Color: Sram VI a L OgO Full Color: One Color: Full Color: One Color: One Color:

Sram D YN am O H Ub L OgOS One Color: One Color: One Color: Sram b aNDIX L OgO Full Color: One Color: Full Color: One Color: One Color: Sram i -3 L OgO Full Color: One Color: Full Color: One Color: One Color: Sram E- mat IC LOgO Full Color: One Color: Full Color: One Color: One Color: Sram aU tOmat IX L OgO Full Color: One Color: Full Color: One Color: One Color: Sram b aNDIX L OgO Full Color: One Color: Full Color: One Color: One Color:

WE tRANSFORm WORDS iNt O Sram EXPErIENCE Urban is not an abstract term. For our customers we will create a brand experience at every touch point. the brand value is touchable in the form of products, advertisements, exhibitions, pRs, newsletters or live- events. We will create a sophisticated Urban image with a homogenous surrounding and an emotional brand story. Smart Simplicity

aDVErtISmENt BRAND pictURE WORlD 100% Urban stories – 100% SRAm. With our advertisements we tell stories in an Urban environment. We will provide different stories for different markets. Each product will be presented in the perfect surrounding. New generation of gear hubs Robust, maintenance - free system Snappy, derailleur- like shifting ...in a maintenance-free package. FOR EVEr YD aY RiDiNG Smart Simplicity the new SRAm G8 features even gear spacing, paired with fast, responsive shifts, making a serious alternative to a traditional derailleur system. G8 is for riders who would rather spend their time on the road, without having to deal with maintenance and adjustments.

URBAN mARkEtiNG SaDDLE C OVEr PrOmO tION Guerrilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. this alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Guerrilla marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz. Guerrilla marketing is said to make a far more valuable impres - sion with consumers in comparison to more traditional forms of advertising and marketing. t his is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level! MÜNSTER WIEN TaIpEh UTREchT aMSTERdaM

URBAN mARkEtiNG POS COmmUNIC atION SRAm strikes out in a new direction towards bike dealers. t he goal is to own the bike shop windows at the pOS. SRAm Urban will support the shop windows program with an added value for the dealer and customer in terms of aesthetics and Urban emotions.

URBAN cOmmUNic AtiON OUr CataLOgUE the SRAm catalogue – or as we like to call it the „Big Daddy“ – is a comprehensive overview of all the SRAm brands: SRAm, RockShox, Avid, t ruvativ, Zipp, World Bicycle Relief, SRAm c ycling Fund. SRAm Urban is an integral piece of this piece. Here one can find all relevant information on the Urban products. SRAM VIA GT Less is more fun Just 20 minutes of cycling is enough to begin the release of endorphins, the “happy hormone”. But SRAM’s new VIA GT groupset with 2x10 shifting will keep you happy no matter how long you ride. The SRAM VIA GT groupset builds on the proven technologies of our SRAM X0 mountain group and SRAM RED road group. It delivers fast, crisp shifts under any conditions. With a 48/32 crankset and an 11-36 cassette, the groupset covers an enormous gear range, perfect for the touring rider. Hydraulic disc brakes provide the ultimate in stopping power with minimal maintenance. The system’s efficiency and light weight mean your bike will be nimble, agile, and fast. Cross-chaining is no problem - VIA GT delivers “rasp-free” performance in all twenty gears. The VIA GT group has the advanced efficiency of our race groups, in a practical, no-nonsense package. • Fast, proven shifting tech borrowed from SRAM RED • 2x10 drivetrain works in any gear - no cross-chain worries • Large, easy-to-read gear indicator • Hydraulic disc brakes • Sleek design SRAM G8 for everyday riding ...in a maintenance-free package. The new SRAM G8 features even gear spacing, paired with fast, responsive shifts, making a serious alternative to a traditional derailleur system. The guts of the G8 are safely contained and protected inside a sleek outer housing, making the system robust and maintenance-free. The SRAM G8 is ideal for everyday riding and all-weather conditions. It’s also perfect for touring over long distances while still keeping a race-ready feel. In short, the G8 is for riders who would rather spend their time on the road, without having to deal with maintenance and adjustments. • New generation of gear hubs • Snappy, derailleur-like shifting • Sleek German design • Robust, maintenance-free system • Shifting under load or whe stopped SRAM AuTomATIx auto shifting This one’s a no-brainer. When riding in dense city traffic, you need to concentrate on the road, not on your shifters. With SRAM’s AUTOMATIX two-speed hub, you can focus on your lane, and the hub will change gear automatically for you based on your speed. There’s no shifter, because the centrifugal clutch chooses your gear automatically. It’s a fantastic system for riding around town, with a minimum of terrain changes. If you’re on hillier ground, check out the SRAM i-3 instead. AUTOMATIX gets you where you’re going, and the centrifugal clutch changes the pace along with you. It delivers automatic two-speed shifting, no shifter required. SRAM AUTOMATIX eliminates the distractions for a ride that’s safer, easier, and more fun! • Two-speed automatic gear hub • Safe and stress-free system • No shifter, no cables, no maintenance Quick, precise and sporty shifting thanks to proven pawl-based design inherited from Truvativ’s Hammerschmidt Technology. With this internal shift mechanism, the axle remains just as strong as a standard axle. 8% stiffer axle in comparison with existing axle end designs. SCT ensures high safety when braking with faster and more sensitive response, and improved brake modulation thanks to reduced play. Intelligent system for fast, tool-free connection of hub and shifter. MÜNSTER WIEN TaIpEh UTREchT aMSTERdaM SRAM uRBAN 033 Our components are designed for high performance and are the perfect match for any challenge on the racetrack. Cyclists are using SRAM equipment to win the Tour de France and Olympic Games on the mountain bike. Our innovations like Grip Shift have revolutionized cycling. Our customers‘ success is based on our passion for innovation. We want to achieve this now, across a broader scope, for people living in the urban environment. Mobility is an attitude to life. This is why urban cyclists need intelligent systems designed at the highest technical level, that operate reliably and at the same time is easy to use. Urban mobility is fun and relaxed mobility. With components engineered by SRAM. We have captured this goal in two words: Smart Simplicity. Smart, because our products offer innovative solutions. Simple, because our products make moving easy and uncomplicated. ”Smart Simplicity“ is SRAM‘s principle for new ideas and advanced developments along the path meeting modern mobility needs. XT RIVETRAI NE -B IKEB RAKE S SpecIfIcATIoNS INTeRNAl GeAR HuBS GEaRS WEIGhT coloRS TRaNSITIoN dET aIlS opTIoNS TEchNoloGy coNTRol ElEMENTS DD3 30 27 24 Freewheel 970 g Disc brake 985 g Silver 654% 578% 541% 30, 27 or 24-speed IGH-Derailleur system Shifting under load Shifting when stopped Freewheel Disc brake Hybrid drivetrain Combination of internal gear hub (3 speed) and derailleur system (10/9/8 speed) Single sided Twist Shifter (27/24), Trigger shifter (30) G8 8 Coaster brake 2188 g Freewheel 2109 g Disc brake 2047 g Icelandic Black, Falcon Grey 260% Option: Gates beltdrive Coaster brake Freewheel Disc brake Direct Shift Special Seal Technologie Metal Injection Shift Cam Shifting under load Shifting when stopped G8 Twist Shifter i-3 3 Coaster brake 1390 g Freewheel 1120 g Disc brake 1210 g SH Rollerbrake comp. 1120 g Silver, Black 186% 3-speed internal gear hub Coaster brake Freewheel Disc brake Aluminum hub shell SH Rollerbrake comp. Gates beltdrive Shifting under load Shifting when stopped Lower shifting forces Twist Shifter Bandix Twist Shifter AuTomATIx 2 Coaster brake 1390 g Freewheel 1151 g Disc brake 883 g Silver / Grey, Silver / Ivory 136% 2-speed automatic shifting Coaster brake Freewheel Disc brake Aluminum hub shell SH Rollerbrake comp. Gates beltdrive Mechanical centrifugal clutch - exTeRNAl DRIVeTRAIN GEaRS WEIGhT coloRS TRaNSITIoN dET aIlS cRaNkSET opTIoNS TEchNoloGy coNTRol ElEMENTS VIA GT 10 20 Total weight of the group: 2448 g With disc brakes: 2691 g Black, Falcon Grey 529% Derailleur system 1x10 or 2x10 Crankset: 48/32, 48/34 All 11-36 Cassettes, e.g. PG1070 Brakes: For urban tuned hydraulic disc brakes, Disc-diameter 160 mm Chains: PC 1091, PC 1051, PC 1031 48/32 X9, X7, X5 Non Series: 48/32 S1000, S600 MatchMaker Compatible Exact Actuation X-Glide Zero Loss GXP Trigger shifter VIA ceNTRo 20 Total weight without brakes and hub set: 1440 g Black 529% Derailleur system 2x10 Crankset: 48/32, 48/34 All 11-36 Cassettes, e.g. PG1030 Chains: PC 1091, PC 1051, PC 1031 48/32 X9, X7, X5 Non Series: 48/32 S1000, S600 Exact Actuation X-Glide Trigger shifter VIA 27 24 - Black, Silver - Derailleur system 3x9 Crankset: 48/36/26 Derailleur system 3x8 Crankset: 48/38/28 All 9,8-speed Cassettes Chains: All 9,8-speed chains S600, S650 1:1 Actuation PowerGlide Trigger shifter, CBS Shifter e-BIke WEIGhT coloRS dET aIlS SpEEd TEchNoloGy Ba TTERy Ba TTERy Rack e-mATIc Motor: 4,5 kg Battery: 3,3 kg 2,8 kg 2,2 kg Black, Falcon Grey Spoke holes 32 or 36 Rated power 250 W Max. torque output 55 Nm Rear spacing 135 mm OLD Two-speed motor Max. assisted speed 20 mph (US) 25 kmh (EU) Automatic transmission Two torque outputs Brushless motor Torque sensor Battery sizes: 10 Ah / 8 Ah / 6 Ah Distance 50 to 95 km / 40 to 80 km / 30 to 60 km Charge time (approx.) 4,25 / 3,5 / 2,5 hrs. Cell type: Samsung Lithium-Ion Voltage 36 V Fits with all SRAM battery packs 6, 8 and 10 Ah Specifications and colors subject to changes without prior notice. HuB DyNAmoS WEIGhT coloRS dET aIlS opTIoNS TEchNoloGy DyNAmo D7 Hollow axle - rim brake: 565 g Hollow axle - disc brake: 594 g Silver, Black Hub Dynamo Disc brake, Quick clamp 2.4 Watts / 3.0 Watts: 6 Volt 36 CP Technology Ubgraded electrical performance even at lower speed DyNAmo D3 Solid axle - rim brake: 602 g Hollow axle - rim brake: 565 g Solid axle - N74 - rim brake: 592 g Hollow axle - N74 - rim brake: 558 g Silver, Black Hub Dynamo Quick clamp, 74 mm spacing for folding bikes 2.4 Watts / 3.0 Watts: 6 Volt 36 CP Technology pRoDucT oVeRVIeW GEaRS INTERNal GEaR hUB EXTERNal dRIVETRaIN E-BIkE BRakES DD3 30 / 27 / 24 VIA GT / ceNTRo 2x10 x0 / x9 / x7 / x5 48/32 RIVAl / Apex e-mATIc* G8 i-3 AuTomATIx These gear hubs are suitable for electrid bikes *Dual-torque gearbox DISc V-BRAke SRAm DyNAmoS D7 / D3 SeRIeS 30 20 20 20 8 3 2

UrbaN StYLE BRAND lOVE SRAm Urban dares to look across the borders. We integrate lifestyle and function. We will provide smart and simple tools. Our goal: Fall in love and want it.

Sram EXHIbItION URBAN liVE BRAND EXPErIENCE Once a year, the whole bike world meets at the Eurobike. Friedrichshafen isn’t just where the newest innovations in cycling are presented to the world – it is where the world’s bicycle industry shows off its entire innovative power. Everyone involved in mobility on two wheels comes to the Eurobike, a fact reflected in the heavy attendance at the international bicycle show.

UrbaN Da YS FAS ciNA tiNG NEtWORk plA tFORmS Our tool to bring the most different people together: the SRAm Urban days. t his platform gives us the chance to present our products and the people behind the products. SRAm has the great opportunity to bring topics on the agenda and to be the trend-setter. URBAN DAYS

Contact Information Send questions or comments to SRAm Urban Brand c ommunications: terhard@sram.com All communications should be submitted for design review to: terhard@sram.com WE CrEatE tHE URBAN FUtURE