Volvo Brand Book

Experience and Identity Guideline – Dealer edition JANUARY 2022

Contents 1. Introduction 3 2. Core elements 7 4. Stationery 53 Interior color and material mood board 74 Core and explore – our approach to brand management 4 Volvo Spread Word Mark 8 Business cards Concept development 75 Volvo identity vs dealer identity 5 Volvo Penta Spread Word Mark 11 Volvo Spread Word Mark 54 Layouts and design considerations 76 The Volvo trademark rules 6 Volvo Iron Mark Logotype 14 Volvo Penta Spread Word Mark 55 8. Exteriors at dealerships 77 Golden rules to protect the Volvo trademark 6 Volvo Penta Spread Word Mark Stacked 15 Letterheads Before getting started 78 Typography 17 Volvo Spread Word Mark 56 Planning and installing exterior signage 79 Colors 21 Volvo Penta Spread Word Mark 57 Promote main Volvo business Icons 27 Envelopes or several Volvo business entities on the facade 80 Layout principles 30 Volvo Spread Word Mark 58 Representing several Volvo business entities 81 Be generous with space 31 Volvo Penta Spread Word Mark 59 Representing several brands 82 Keep it simple 32 Invoices 60 Facade clear zones 83 Create a clear order 33 Fax sheets 61 Signage clear zones 84 Pay attention to details 34 Compliments slips Facades and lighting 85 Image tonality 35 Volvo Spread Word Mark 62 Flags and additional signs 86 Our color tone 36 Volvo Penta Spread Word Mark 63 Basic principles 87 Human presence 37 E-mail signatures 64 Small dealership 88 Storytelling 38 5. Name tags and badges 65 Medium/Large dealership 89 Clear source of light 39 Name tags 66 Things to consider 90 Authenticity 40 Badges 67 Products 41 9. Service vehicles 92 Tone of voice 42 6. Events and sponsorships 68 Striping for Volvo-branded service vehicles 93 UX principles 44 Events 69 Active areas for information Sponsorships 70 for Volvo-branded service vehicles 94 3. Marketing material 45 Service vehicles with dealership identity 95 Inserting dealer contact details 46 7. Interior principles 72 Volvo Action Service 96 Inspirational examples 47 A creative and welcoming feeling 73 References 97 VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 2

BACK TO CONTENTS 1. Introduction Stronger brand experience –better business Core and explore – our approach to brand management 4 Your dealership represents Volvo – one of the world’s best known Volvo identity vs dealer identity 5 and respected brands. The key to a strong and successful brand, is The Volvo trademark rules 6 trust and relevance. This is achieved when all touch-points have Golden rules to protect the Volvo trademark 6 a distinct and consistent brand identity; and when the customer experience is tailored to individual preferences and needs. These guidelines present the core elements that shapes the distinct Volvo identity and explains how to use them to build and maintain recognition and trust through consistent use. Compliance is mandatory for all Volvo dealers* * For dealers representing both Volvo and other Volvo Group brands, specific rules may apply regarding the relationship between the brands. Secure to always respect each brand’s identity standards. Contact your local market representative if further guidance is needed. VVOLOLVVOO EXPERIENCE EXPERIENCE AND AND IDENTIT IDENTITYY GUIDELINE GUIDELINE –– DEALER DEALER EDITION EDITION JANUARY 2022 3

INTRODUCTION BACK TO CONTENTS Core and explore – Volvo brand experience our approach to brand Divide between core and explore management The brand is the experience – as perceived by the customer. To build a strong brand, trustworthy and attractive in today’s marketplace, the two perspectives of core and explore must play together. Core is the foundational areas and elements that profoundly distinguishes the brand, e.g., purpose, heritage, values, aspirations and identity. Strong brands never compromise the core in brand activation. When the brand is activated towards customers Main fundamental, distinct and Core Explore Brand execution and activation** non-negotiable areas: ≈20% ≈80% through: and stakeholders e.g., through offers, aftermarket • Purpose • Offers support, sales and marketing, strong brands dare • Values • Sales and marketing explore execution to be relevant in a specific • Heritage • Messaging context and culture – while always staying true • Aspirations • Content to the core. • Naming • Choice of platform/channel • Identity* • Events and exhibitions • Films • etc ** As decided locally based on customer needs. * As defined and governed in this document. No global, centrally produced guidelines available. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 4

INTRODUCTION BACK TO CONTENTS A distinct Volvo identity within your dealership The physical environment BASIC PRINCIPLES FOR BASIC PRINCIPLES FOR If your dealership has its own visual identity*, there must be a dedicated area Communication about the Communication about the where you present the Volvo offering and interact with your Volvo customers. Volvo offer dealership total offer In this area, all the customer touch-points must be Volvo branded. • Promotion of all Volvo product and service Owned dealers offerings must always be Volvo-branded • All promotion of the Volvo-owned dealership Marketing and communication and follow the guidelines outlined in this and its total offering must always be Volvo All communication with Volvo customers about the Volvo offering must be Volvo- document. branded and follow the Volvo visual identity. branded. Also if you market your dealership and its total offering, possibly including • Dealer contact details must only be • Make sure the dealership is clearly presented complimentary brands, using your own dealership identity*. It is only allowed to use placed in dedicated areas. See guidelines as the sender of the message. for each specific item in this document. Volvo colors, typefaces and other Volvo identity elements for distinct Volvo offerings • Independent dealer logotype may be Independent dealers and interactions. That way it will be clear that you are the sender while the Volvo inserted in dedicated areas. • All promotion of the independent dealership identity stands strong. and its total offering must always be dealer- branded and follow the dealer’s visual identity A distinct and thereby strong and clear Volvo brand experiences will guidelines. attract and retain current and potential customers. • When promoting the total offering, the Volvo logotype may be presented next to the logos from other brands represented by the dealership. • Make sure the dealership is clearly presented as the sender of the message. • Never use the word “Volvo” in an independent dealer company or domain name. * An independent dealer that represents only the Volvo brand may choose to forgo its own visual identity and instead use the Volvo identity. The independent dealer must then follow the rules and principles that apply for Volvo-branded dealers in this document. Permission to use the Volvo identity must be granted by Volvo. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 5

INTRODUCTION BACK TO CONTENTS The Volvo trademark rules Golden rules and how to put them into practice to protect the Volvo trademark The Volvo Trademark Rules define the very basis of the Volvo brand Rely on these key points to protect the integrity of the identity and protect the Volvo trademark from being misused, degraded Volvo trademark in your daily work. or stolen. Make sure to always follow the Golden rules. 1. Never invent your own logotypes/symbols 5. It’s not allowed to put “Volvo” in an Trademark basics Creating new Volvo logotypes or logo-like independent dealer’s company name symbols for e.g. products, services, projects, Only dealers, importers and companies owned What is a trademark? Why protect it? teams or departments is not allowed. Use only by Volvo can use it. All names using the Volvo Typically, it is a name or a symbol that identifies The point of owning a registered trademark is approved logotypes in accordance with the trademark must be approved by Brand the origin of a product. The Volvo Word Mark logo- to prevent others from profiting from it. In fact, Volvo Experience & Identity Guidelines. Management at Volvo Group HQ (BEX). type is one example. This means that "Volvo" is a legal actions can be taken against anyone trademark regardless if it is used in running text or who – even in subtle ways – uses a registered 2. Write Volvo properly 6. Report suspected infringements in approved logotypes. One example is in running trademark without permission. If any company It’s Volvo with a capital V. Always. Never play Alert your market communication representative text, when “Volvo” is used together with a product could put labels saying “Volvo” on its products, around with the word, and never use it in the at Volvo immediately. Do not take any action designation as in “Volvo A25G”, for example. the meaning of “Volvo” would change radically plural form or as a verb. The Volvo Word Mark against the infringer yourself. Another example is the “Volvo” used in our iron – and the value of the Volvo brand would logotype may not be used in running text. mark and the Volvo product emblem. diminish rapidly. 7. All merchandise must be approved 3. Leverage Volvo through sponsorships All merchandise that is branded with the Volvo Who owns the Volvo trademark? It all boils down to customer benefits – but only the right ones brand carriers must be approved by Volvo. Use only Volvo Trademark Holding AB owns, maintains By following the trademark rules you also make Sponsoring activities gives the Volvo brand official Volvo merchandise or contact Volvo Group and manages all the trademarks consisting of things easier for customers: the Volvo trademark powerful exposure, so make sure you sponsor the Merchandise Services for support. or containing Volvo. This legal entity is jointly and identity will be easy to recognize, and Volvo right ones. Consult your market communication owned by AB Volvo and Volvo Car Corporation, perceived as solid and trustworthy. Stick to the representative at Volvo before signing any 8. Use official Volvo signage only and grants licenses to those two industrial trademark rules and you will continuously help to sponsorship contracts. All Volvo signs must conform to the Volvo entities to use the Volvo trademark. strengthen the Volvo brand. Signage Program specifications, and be 4. Don’t use Volvo as a trademark on purchased from centrally approved suppliers. products outside the control of Volvo The Volvo brand (and associated trademarks) 9. Never allow a supplier to refer to must not be used on any products and offerings Volvo in its marketing outside Volvo control. This since all offerings No suppliers are allowed to refer to any corporate carrying the Volvo trademarks must be verified name or trademark owned or licensed to Volvo by Volvo as compliant to Volvo standards. Group without written consent by the Brand management department at Volvo Group HQ (BEX). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 6

BACK TO CONTENTS 2. Core elements Distinct impression. Heartfelt recognition. Volvo Spread Word Mark 7 Volvo Penta Spread Word Mark 11 At the core of the Volvo visual identity are certain elements Volvo Iron Mark Logotype 14 –e.g. logotypes, typography and colors – that provide the distinct Volvo Penta Spread Word Mark 15 Do not, logotypes 16 look and feel of Volvo in every piece of communication. Together Typography 17 they create a strong first impression. And for customers who Do not, typography 20 are familiar with Volvo, these core elements secure an immediate Colors 21 and heartfelt recognition. This chapter presents how to use and Do not, colors 24 Icons 25 safeguard the core elements. Do not, icons 27 Layout principles 28 Be generous with space 29 Keep it simple 30 Create a clear order 31 Pay attention to details 32 Image tonality 33 Our color tone 33 Human presence 34 Storytelling 35 Clear source of light 36 Authenticity 37 Products 38 Do not, images 39 Tone of voice 40 Digital interfaces 42 VVOLOLVVOO EXPERIENCE EXPERIENCE AND AND IDENTIT IDENTITYY GUIDELINE GUIDELINE –– DEALER DEALER EDITION EDITION JANUARY 2022 7

LOGOTYPES BACK TO CONTENTS Volvo Spread Word Mark Clear zone The minimum clear zone is equal to three times 3X 3X the height of the Volvo Spread Word Mark. The Volvo Spread Word Mark logotype is the NOTE: When placing the Volvo Spread Word Mark next X primary identification carrier for all Volvo entities (Volvo to other logotypes a double clear zone is preferred. Group Headquarters, Volvo Group Functions and 3X 3X Volvo Group Truck Divisions, Volvo corporate offices/ operations e.g., Volvo Group India, Volvo Construction Equipment, Volvo Trucks, Volvo Buses, Volvo Defense, Volvo Autonomous Solutions, Volvo Energy and Volvo Financial Services and Volvo Cars), while the registered Minimum size trademark Volvo Penta uses the Volvo Penta Spread To ensure that the Volvo Spread Word Mark is clearly visible, it should never be rendered less 20 mm Word Mark, information can be found here >>. than 20 mm wide in print or 42 px in digital The fundamental rules regarding the Volvo Spread applications. Exceptions apply for merchandise and products under the discretion of Volvo Group Word Mark logotype are presented on this page. Design. For digital interfaces where legibility of Always use master artwork. the Volvo Spread Word Mark can not be ensured, the Volvo Iron Mark should be used instead. The business descriptor and/or tagline is never used in direct connection to the Volvo logotypes (Spread Word Mark or Iron Mark). Color versions and backgrounds Additional guidance Black is the default color for the Volvo Spread Secondary usage: Word Mark. The white version is to be used The original Volvo Word Mark logotype on darker backgrounds and images to provide is only used on parts and components and until contrast and clarity. Legibility is a priority. further notice on flags and signage. No exceptions are allowed unless approved by the Brand management department at Volvo Group HQ (BEX). The Volvo Group corporate identifier, is only used when legally required to identify the Volvo Group corporation, representing a consolidated family of brands, or when required by explicit, market related business situations. All usage is to be approved by the Brand management department at Volvo Group HQ (BEX). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 8

LLOGOOGOTTYPEYPESS BACK TO CONTENTS Recommended sizes on most common assets Placement in various media Logotype sizes are based on the width of different formats. Shown here are recommended sizes on both The Volvo Spread Word Mark logotype can be placed in a variety of ways depending printed and digital assets. Please use this to guide when applying the Volvo Spread Word Mark logotype on on the layout.* Centered placement is always preferred. The Volvo Spread Word Mark other formats. Always strive for legibility and a spacious layout to convey a premium expression. Note that can be used as a legal sender. stationary has different settings – please use Word templates/master artworks. NOTE: Carefully consider logotype prominence in relation to the other elements. Always strive to achieve a balance between logotype and main message. Avoid several competing elements. 1/3 1/4 1/3 1/2 X Square formats The height of the Volvo Spread Word Mark sets the Logotype size 1/3 of placements. The margin from the edge of the page the width. to the Volvo Spread Word Mark should equal at least 3X the height of the logotype. 3X 3X 3X 3X Standard portrait format Logotype size 1/4 of the width. 1/6 Rollups and smartstands Portrait narrow Logotype size 1/3 of the width. Logotype size 1/2 of the width. Standard landscape format Logotype size 1/6 of the width. 1/2 1/3 Landscape narrow, for large printed banners and billboards 3X 3X Landscape narrow, for web banners When using a full bleed image, the logotype size is 1/6 of the width. When the Primary placement of the Volvo Spread Word Mark Secondary placement of the Volvo Spread Word Mark When the logotype is placed in a white area (1/3 of the format) as logotype is placed in a white area (1/3 of the format) as shown in this example, shown in this example, the logotype size is 1/3 of the white area. the logotype size is 1/2 of the white area. *Information on where to place the dealer logotype can be found here >> VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 9

LOGOTYPES BACK TO CONTENTS Examples – logotype placement Shown below are examples of how to place the Volvo Spread Word Mark on different assets. Short Statement Lorem ipsum dolor amet consectetur adipiscing elit ut ed doe officim porerum et inctur rero mod quidi nosam, nobis dis eveles voluptium assimpo rporporeptas sit. Sub-heading above the headline Short headline poster Volvo Trucks. Driving Progress Sub-heading above the headline Local dealer address Long headline brochure Tel. +00 0 0000 0000 www.localdealerweb.xx set on two lines Authorized dealer for Volvo business entity name Short headline Volvo Buses. Driving quality of life web banner CALL TO ACTION Volvo Buses. Driving quality of life Short headline large banner Volvo Trucks. Driving progress Volvo Construction Equipment. Building Tomorrow Fugiapa et sum ui aeceatur luptamius doluptat ali quiae latet as. Molori tas doloria tuo ex lande eta luptamius dolu tium sum velit pa aeceatur etum. Short headline social media Sub-heading below the headline Short headline Lorem ipsum dolor amet consectetur adipis Volvo Construction Equipment. Local dealer address. Tel. +00 0 0000 0000 CALL TO ACTION Building Tomorrow www.localdealerweb.xx Authorized dealer for Volvo business entity name Business descriptor and tagline The business descriptor and/or tagline is never used in direct connection to the Volvo logotypes (Spread Word Mark or Iron Mark). The business descriptor and/or tagline may be presented as text on at least clear zone distance from the Volvo Spread Word Mark logotype. The maximum size of the text equals the height of the logotype. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 10

LOGOTYPES BACK TO CONTENTS Volvo Penta Spread Clear zone The minimum distance between the Volvo Penta 4X 4X Word Mark Spread Word Mark and any other graphical X element equals 4X the height of the logotype. The Volvo Spread Word Mark logotype in Volvo NOTE: When placing the Volvo Penta Spread Word Mark next 4X 4X Penta format is the primary identification carrier to other logotypes a double clear zone is preferred. for the registered trademark Volvo Penta. The fundamental rules regarding the Volvo Penta Minimum sizes primary logotype are presented on this page. To ensure that the Volvo Penta Spread Word Mark is Always use master artwork. clearly visible, it should never be rendered less than 45 mm 45 mm wide in print or 94 px in digital applications. Exceptions apply for merchandise and products under the discretion of Volvo Group Design. For interfaces where legibility of the Volvo Penta Spread Word Mark can not be ensured, the Volvo Penta Stacked Spread Word Mark should be used instead. Color versions and backgrounds Black is the default color for the Volvo Penta Spread Word Mark. The white version is to be used on darker backgrounds and images to provide contrast and clarity. Legibility is a priority. Additional guidance Tagline The tagline is never used in direct connection to the Volvo Penta logotypes. Secondary usage: The Volvo Penta original Word Mark, stacked version, is only used on parts and components and until further notice on flags and signage. No exceptions are allowed unless approved by the Brand management department at Volvo Group HQ (BEX). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 11

LLOGOOGOTTYPEYPESS BACK TO CONTENTS Recommended sizes on most common assets Placement in various media Logotype sizes are based on the width of different formats. Shown here are recommended sizes on both The Volvo Penta Spread Word Mark can be placed in a variety of ways depending on printed and digital assets. Please use this to guide when applying the Volvo Penta Spread Word Mark the layout.* Centered placement is always preferred. The Volvo Penta Spread Word Mark on other formats. Always strive for legibility and a spacious layout to convey a premium expression. Note can be used as a legal sender. that stationary has different settings – please use Word templates/master artworks. NOTE: Carefully consider logotype prominence in relation to the other elements. Always strive to achieve a balance between logotype and main message. Avoid several competing elements. 2/3 1/2.5 1/2 2/3 X The height of the Volvo Penta Spread Word Mark sets the placements. The margin from the edge of the page to the Volvo Penta Spread Word Mark should Square formats equal at least 4X the height of the logotype. Logotype size 2/3 of 4X 4X the width. 4X 4X Standard portrait format Logotype size 1/2.5 of the width. On large posters and banners the recommended size is 1/2 of the width. Rollups and smartstands Portrait narrow 1/3 Logotype size 1/2 of the width. Logotype size 2/3 of the width. 1/3 4X 4X Primary placement of the Secondary placement of the Volvo Penta Spread Word Mark Volvo Penta Spread Word Mark Standard landscape format Landscape narrow Logotype size 1/3 of the width. When clear visibility of the Volvo Penta Spread Word Mark can't be ensured the stacked version of the Volvo Penta logotype should be used instead. *Information on where to place the dealer logotype can be found here >> VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 12

LOGOTYPES BACK TO CONTENTS Examples – logotype placement Shown below are examples of how to place the Volvo Penta Spread Word Mark on different assets. Short headline Long headline brochure Sub-heading above the headline Short statement web banner Sub-heading below the headline set on two lines Short headline poster Sub-heading below the headline Made to move you Lorem ipsum dolor amet consectetur adipiscing Lorem ipsum dolor amet conse elit ut ed doe officim porerum et inerea tetur edicarum forarer. tur rero mod quidi nosam, nobis dis eveles. CALL TO ACTION Made to move you Local dealer Local dealer address Tel. +00 0 0000 0000 www.localdealerweb.xx Made to move you Sub-heading above the headline Made to move you Short headline banner ShorShort headline t headline ssocial mediaocial media Made to move you Made to move you Made to move you Sub-heading above the headline Short headline Lorem ipsum dolor edicarum consectetur adipis. Local dealer address Tel. +00 0 0000 0000 Made to move you CALL TO ACTION www.localdealerweb.xx Authorized dealer for Volvo business entity name Tagline The tagline is never used in direct connection to the Volvo Penta logotypes. The tagline may be presented as text on at least clear zone distance from the Volvo Penta Spread Word Mark logotype. The maximum size of the text equals the height of the logotype. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 13

LOGOTYPES BACK TO CONTENTS Volvo Iron Mark logotype Clear zone 1X 1X Minimum clear zone equals 1/4 the width of the Volvo Iron Mark logotype. The Volvo Iron Mark logotype in 2D is the NOTE: When placing the Volvo Iron Mark logotype X secondary identification carrier for all Volvo next to other logotypes the minimum clear zone should 1X 1X entities (Volvo Group Headquarters, Volvo Group be equal to the width of the Volvo Iron Mark logotype. Functions and Volvo Group Truck Divisions, Volvo corporate offices/operations e.g., Volvo Group India, Volvo Construction Equipment, Volvo Trucks, Volvo Buses, Volvo Defense, Volvo Autonomous Solutions, Volvo Energy and Minimum sizes and placements Volvo Financial Services and Volvo Cars). It To ensure that the Volvo Iron Mark logotype is clearly visible, it should never be rendered is mainly used in digital applications and only less than 12 mm wide. For digital interfaces, when clear visibility of the Volvo Spread Word as well as for merchandise, there are Mark can not be ensured. exceptions to this rule. Legibility is a priority. 12 mm 16 px The fundamental rules regarding the Volvo Iron The Volvo Iron Mark is always positioned Minimum size Minimum size for favicon in the centre of any prescribed area. It is Mark logotype are presented on this page. used in social media, as browser tab favicon Always use master artwork. on our website, taskbar shortcut icon and desktop shortcut icon. Keep the minimum clear zone around the logotype. The Volvo Iron Mark in the browser tab favicon is an exception to the clear zone principles and is sized to best fit the shape. Placement in social media Example of how the Volvo Iron Mark logotype is used in social media. Additional guidance Business descriptor and tagline Color versions and backgrounds The business descriptor and/or tagline is never used in direct connection Black is the default color for the Volvo Iron Mark to the Volvo logotypes (Spread Word Mark or Iron Mark). Volvo emblems logotype. The white version is to be used on darker The Volvo Iron Mark logotype in 3D is used on Volvo products as outlined backgrounds and images to provide contrast and in the Volvo Emblem Handbook, managed by Volvo Group Design. clarity. Legibility is a priority. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 14

LOGOTYPES BACK TO CONTENTS Volvo Penta Stacked Clear zone 1X 1X The minimum clear zone is equal the Spread Word Mark height of the Volvo Penta Stacked Spread X Word Mark logotype. 1X 1X The Volvo Penta Stacked Spread Word Mark NOTE: When placing the Volvo Penta Stacked Spread is the secondary identification carrier for Volvo Word Mark logotype next to other logotypes a double clear zone is preferred. Penta. It is mainly used in digital applications and only when clear visibility of the Volvo Penta Spread Word Mark can not be ensured. The fundamental rules regarding the Volvo Penta Minimum sizes and placements Stacked Spread Word Mark are presented on To ensure that the Volvo Penta Stacked Spread Word Mark logotype is clearly visible, Sub-heading above the headline this page. Always use master artwork. Short headline it should never be rendered less than web banner 20,5 mm 16 px Lorem ipsum dolor amet consectetur adi 20,5 mm wide. For digital interfaces, as well piscing elit ut ed doe officim poreruet inctur rero mod quidi nosam, nobis dis eveles as for merchandise, there are exceptions to Minimum size Minimum size for favicon ptium assimpo rporporeptas sit. this rule. Legibility is a priority. Made to move you The Volvo Penta Stacked Spread Word Mark is always positioned in the centre of any CALL TO ACTION prescribed area used in social media and as favicon on our website. Keep the minimum clear zone around the logo. The logo for the website favicon is an exception to the clear zone principles and is sized to best fit the Placement in social media shape. Color versions and backgrounds Additional guidance Black is the default colour for the Volvo Penta Stacked Spread Word Mark logotype. The white version is to Example of how the Volvo Penta Tagline be used on darker backgrounds and images to provide Stacked Spread Word Mark can The tagline is never used in direct connection be used in a web banner. to the Volvo Penta logotypes. contrast and clarity. Legibility is a priority. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 15

LOGOTYPES BACK TO CONTENTS Do not Please, always use correct artwork for Volvo Spread Word Mark, Volvo Penta Spread Word Mark, Volvo Iron Mark and Volvo Penta Stacked Spread Word Mark and respect the don’ts shown below. ABC Volvo Group University Do not place logotypes, text or graphics within Do not add any business descriptor or tagline Do not add any visual effects on any of the logotypes. Do not squash any of the logotypes. the clear zone of any of the logotypes. to any of the logotypes. Action Service Do not combine any of the logotypes with illustrations. Do not stretch any of the logotypes. Do not change color on any of the logotypes. Do not add any name or statement to any of the logotypes. Business entity name or tagline Do not add the business entity next to the Do not tilt any of the logotypes. Do not reproduce any of the logotypes in outline. Volvo Iron Mark logotype as a unit. short statement short statement Sub-heading in Novum Lorem ipsum dolor sit Sub-heading in Novum ectetur adipiscing elit sed. Lorem ipsum dolor sit. Do not rotate any of the logotypes. Do not crop any of the logotypes. Do not use the original Volvo Word Mark logotype Do not use the Volvo Penta original Word Mark in any marketing materials. in any marketing materials. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 16

TYPOGRAPHY BACK TO CONTENTS Typography Volvo Novum Volvo Broad Volvo Novum is our default typeface for most texts, Volvo Broad is the font that is most closely linked with including headings, sub-headings, introductions, body our brand and provides impact and recognition. To secure Our two primary typefaces are Volvo Novum copy and captions. Volvo Novum comes in four primary a premium brand expression, Volvo Broad must only be and Volvo Broad while defined typefaces exist for weights, which provide useful variation. Volvo Novum used for strong, short statements and carefully selected product application e.g., model emblems. Both Medium versions are to be used for "bold" text, never use messages. It also works well in product designations. Never Volvo Novum and Volvo Broad are Volvo owned the default "bold" in your software. The italic versions of the use Volvo Broad for body copy, long headings or detailed four weights is suitable to highlight whole sentences or just information. Volvo Broad Digital is a headline typeface fonts and should be used in all communication, a single word. Volvo Novum Digital is a font developed for developed for responsive digital designs. It should be treated both print and digital. Note that Volvo Broad is responsive digital designs. It should be treated in the same in the same way as the version used in print. not to be used to communicate any other brand way as the version used in print. than the Volvo brand. Independent dealers may only use Volvo typefaces when promoting Volvo products or services – Light ABCabc123 never when promoting their own companies, competing offerings, or complementary brands. Light Italic ABCabc123 ABC123 Volvo Novum supports Latin, Cyrillic and Greek languages and Volvo Broad supports Western Semi-Light ABCabc123 and Central European languages. See information Volvo Broad Outline, optional Semi-Light Italic ABCabc123 This typeface can be used to highlight words in sentences for other languages here >>. set in Volvo Broad. Volvo Broad Outline is never used for a full sentence Download fonts here Regular ABCabc123 Regular Italic ABCabc123 Additional guidance ABC123 Antiqua The typeface Volvo Antiqua (serif) is a third Volvo owned typeface. It is not used by Volvo Group. Medium ABCabc123 Additional typefaces are used for products only and by Group Design. Medium Italic ABCabc123 NOTE: The Volvo typefaces are pre-installed on Volvo computer clients for use in Volvo brand distinct communication. If the communication is distributed externally e.g., a PowerPoint presentation, the communication must be saved to .pdf for correct typeface display. For communication through third party applications, e.g., MS Sharepoint and Outlook, the application's default typefaces are used. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 17

TYPOGRAPHY BACK TO CONTENTS Spacing and leading Examples For a contemporary and distinct look, it is recommended to use Volvo Broad, including Examples of how our typefaces can be used and combined. Volvo Broad Outline, in accordance to defined spacing and leading. Short headlines or statements in Volvo Broad gives a The spacing can be set between +50 to +60% The leading can be set to between 85-90% of to make a more airy and humanistic appearance. the font size to harmonize with the airier spacing. Shown below: +60%. Shown below: 85% e.g. 50/42,5pt. strong impression ABC ABC Words in a Volvo Broad headline or statement can be set in Leading Spacing 123 Volvo broad outline Words in a Volvo Novum text can be set in Italic to highlight specific words. Words in a Volvo Novum text can be set in Medium to highlight specific words. Spacing in PowerPoint presentations To create the same airy visual expression VOLVO NOVUM LIGHT Sub-heading in Volvo Novum Medium in PowerPoint presentations, choose CAN BE SET IN ALL CAPS Body copy set in Volvo Novum Light “loose setting” in the spacing panel. Sub-heading in Volvo Novum Medium NOTE: If the PowerPoint presentations VOLVO NOVUM SEMI-LIGHT Body copy set in Volvo Novum Semi-Light is distributed externally, the presentation CAN BE SET IN ALL CAPS Sub-heading in Volvo Novum Medium must be saved to .pdf for correct typeface Body copy set in Volvo Novum Regular display. VOLVO NOVUM REGULAR CAN BE SET IN ALL CAPS VOLVO NOVUM MEDIUM Caption set in Volvo Novum Light Caption set in Volvo Novum Semi-Light CAN BE SET IN ALL CAPS Caption set in Volvo Novum Regular VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 18

TYPOGRAPHY BACK TO CONTENTS Font equivalents The Volvo brand typefaces support a wide range of languages – but not all languages used on the markets in which we are present. VOLVO BROAD VOLVO NOVUM ARIAL This page details Volvo font equivalents to use for non-supported languages. The suggested CHINESE Volvo Broad CN Source Hans Sans Microsoft Yahei fonts are recommendations, other fonts may • Volvo owned font. Available via Faros, • Free font. • Microsoft system font. be used as long as they strongly resemble the or contact your Brand management • All communication (print and digital). • For office communication (e.g. Email). department for further support. • For some printed and digital communication. fonts presented here. • All communication (print and digital). KOREAN Source Han Sans KR Source Han Sans KR Malgun Gothic • Free font. • Free font. • Microsoft system font. • All communication (print and digital). • All communication (print and digital). • For office communication (e.g. Email). • For some printed and digital communication. JAPANESE Japanese Meiryo Japanese Meiryo YU Gothic • Microsoft system font. • Microsoft system font. • Microsoft system font. • All communication (print and digital). • All communication (print and digital). • For office communcation (e.g. Email). • For some printed and digital communication. THAI Lily UPC Browalia New Arial Thai • Microsoft system font. • Microsoft system font. • Microsoft system font. • All communication (print and digital). • All communication (print and digital). • For office communcation (e.g. Email). • For some printed and digital communication. ARABIC Arial Arabic Arial Arabic Arial Arabic • Microsoft system font. • Microsoft system font. • Microsoft system font. • All communication (print and digital). • All communication (print and digital). • For office communication (e.g. Email). • For some printed and digital communication. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 19

TYPOGRAPHY BACK TO CONTENTS Do not Shown here are examples of incorrect use of the Volvo typefaces. Facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximus. Facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Do not use Volvo Broad for body copy. Do not stretch/extend (or condense) Do not make italics out of upright letters. Do not fill or adjust parts Do not manually change Volvo Broad or Volvo Only set Volvo to change the width of the characters. Only use specified italic fonts. of the characters. Novum to bold and/or italics. typefaces horizontally. Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem Facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximus. Do not use Volvo Broad for long headings. Do not affect the appearance Do not overdo visual effect combinations like Do not use Volvo Broad Outline Never put an image into Do not jeopardize readability and clarity, of the characters by removing parts, 3D extrusion, outline, drop shadows etc. in any color on a color. Volvo Broad Outline. e.g. by positioning Volvo Broad Outline (in black apply in pattern grids or the like. If a shadow is needed for readability reasons or white) on a scattered image background. it shall be very subtle, hardly noticeable. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 20

COLORS BACK TO CONTENTS Colors Volvo main colors The heart of our color universe is Volvo Blue, a color that has a unique association to our brand. Volvo Blue is never used for decorative purposes and until further Dark Blue Black White Volvo Blue 2747C 533C Process Black C - PMS PMS PMS PMS notice only allowed on flags, signage and service CMYK 88 / 72 / 32 / 72 CMYK 0 / 0 / 0 / 98 CMYK 0 / 0 / 0 / 0 CMYK 100 / 85 / 0 / 15 RGB 32 / 42 / 68 RGB 20 / 20 / 20 RGB 255 / 255 / 255 RGB 24 / 40 / 113 vehicle striping according to defined guidelines. HEX# 202A44 HEX# 141414 HEX# FFFFFF HEX# 182871 To compliment Volvo Blue there are seven additional Volvo Blue shall not be used for decorative or Volvo main colors. These should be used to position accentuating purposes. the Volvo brand both online and offline in, for example, Grey One Grey Two Grey Three Grey Four PMS Cool Grey 1C PMS Cool Grey 5C PMS Cool Grey 8C Cool Grey 11C apps, brochures and product guides. On images and PMS CMYK 14 / 11 / 13 / 0 CMYK 37 / 29 / 30 / 8 47 / 37 / 38 / 18 22 / 0 / 0 / 85 CMYK CMYK colored backgrounds we use text in white or black. All RGB 225 / 223 / 221 RGB 167 / 168 / 169 RGB 136 / 139 / 141 RGB 83 / 86 / 90 main colors can be used for text on a white background. HEX# E1DFDD HEX# A7A8A9 HEX# 888B8D HEX# 53565A The extended color palette consists of three Volvo accent colors, Leaf, Teal and Flow. The Volvo accent Volvo accent colors colors may be used in four different, predefined The primary accent colors are shades. The Volvo accent colors should only be used Leaf One, Teal One and Flow One. Flow One Flow Two Flow Three Flow Four Note that Leaf and Teal are lighter as supporting colors, to highlight details and should PMS 3155C PMS 5483C PMS 5493C PMS 5513C than Flow, which impacts shading never dominate a layout. CMYK 100 / 0 / 25 / 50 CMYK 68 / 25 / 30 / 15 CMYK 45 / 15 / 25 / 10 CMYK 30 / 10 / 18 / 2 scale visualization. RGB 57 / 105 / 118 RGB 103 / 140 / 150 RGB 150 / 176 / 182 RGB 195 / 210 / 214 HEX# 396976 HEX# 678C96 HEX# 96B0B6 HEX# C3D2D6 Teal One Teal Two Teal Three Teal Four 564C 563C 7473C PMS 573C PMS PMS PMS CMYK 24 / 0 / 15 / 0 CMYK 40 / 0 / 27 / 0 CMYK 55 / 0 / 35 / 0 CMYK 75 / 15 / 50 / 0 RGB 184 / 222 / 216 RGB 141 / 201 / 191 RGB 102 / 179 / 166 RGB 80 / 162 / 148 HEX# B8DeD8 HEX# 8DC9BF HEX# 66B3A6 HEX# 50A294 Additional colors Leaf One Leaf Two Leaf Three Leaf Four 365C 367C PMS 368C PMS 369C PMS PMS Winter Orchid Green CMYK 30 / 0 / 60 / 0 CMYK 40 / 0 / 68 / 0 CMYK 59 / 0 / 100 / 0 CMYK 70 / 10 / 100 / 0 May be used for Volvo specific innovations. Contact the Brand management RGB 200 / 230 / 145 RGB 168 / 212 / 107 RGB 143 / 197 / 78 RGB 120 / 184 / 51 department at Volvo Group HQ (BEX) HEX# C8E691 HEX# A8D46B HEX# 8FC54E HEX# 78B833 for further information. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 21

COLORS BACK TO CONTENTS Examples – Volvo main colors Examples – Volvo accent colors Shown below are examples of how the Volvo main colors can be used. Shown below are examples of how the Volvo accent colors can be used. Volvo Novum SemiLight Volvo Novum SemiLight Sub-heading above the headline Sub-heading above the headline Sub-heading above the headline Short statemenT Short headline brochure Short statement Aorrorpora venim et omnit, quisi mintis as natenda ntorum quia Short headline Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem sunt lab iumqui culpa vendae vo lore acipic temporporene nonsed esed facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia que quidele ndignist rem quae num et omnissi milibearum que nis Volvo Trucks. Driving Progress dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut reri ut pro offi cienia dolupit vid modita nihiliqu ae amenet eum aliquae. brochure faceatur, simaximus esercitatis qui dollitat. Sub-heading below the headline Ullaborunti comnis and ullaborunti Modis et eiur sam quae debitia tatquo ipiendem fugiatem quid ut acculpa rchillenis as et et quassit aut et moloris Ullaborunti Ullaborunti 1 eum vollesti am quatess imendent magnam sunt ipsape magnimaximet magnimaximet lignis dit lab Ullaborunti Ullaborunti Sub-heading above the headline Ullaborunti Ullaborunti magnimaximet magnimaximet Volvo Trucks. Driving Progress Ullaborunti magnimaximet magnimaximet Ullaborunti Ullaborunti Ullaborunti magnimaximet magnimaximet magnimaximet magnimaximet Short headline ad Ullaborunti Ullaborunti Ullaborunti Ullaborunti Ullaborunti Ullaborunti magnimaximet magnimaximet magnimaximet magnimaximet magnimaximet magnimaximet Itataquam totae ipici rem facepudis Aorrorpora venim et omnit, quisi mintis as natenda ntorum quia Maque lam incimi, sit eiunt velestiat quae volore volorro mol sunt lab iumqui culpa vendae vo lore acipic temporporene nonsed esed uptatur restia dolorae exerro expliandi di berectem. Ullaborunti Moluptatur Ullaborunti 2 comnis magnimaximet eos sit enis aut raeera. Itataquam, totae que quidele ndignist rem quae num et omnissi milibearum que nis ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae reri ut pro offi cienia dolupit vid modita nihiliqu ae amenet eum aliquae. volore volorro moluptatur restia dolorae exerro expliandi. Eos sit enis aut raeera Eos sit enis aut raeera Itataquam, totae ipici rem facepudis malam Itataquam, totae ipici rem facepudis malam eiunt velestiat quae volore volorro moluptatur eiunt velestiat quae volore volorro moluptatur dolorae exerro expliandi di. Ullaborunti dolorae exerro expliandi di. Ullaborunti comnis magn imaxi met eos sit enis aut raeera. comnis magn imaxi met eos sit enis aut raeera. Itataquam, totae ipici rem facepu dis ma Itataquam, totae ipici rem facepu dis ma que lam incimi, sit eiunt velestiat. que lam incimi, sit eiunt velestiat. Alam incimisit eiunt velestiat quae Ullaborunti comnis magnimaximet eos sit enis aut raeera. Sub-heading above the headline Volore volorro moluptatur restia dolorae exerro expliandi Itataquam, totae ipici rem facepudis ma que lam incimi, sit di berectem. Ullaborunti comnis magnimaximet eos sit Ullaborunti comnis 3 enis aut raeera. Itataquam, totae ipici rem facepudis ma eiunt velestiat quae volore volorro moluptatur restia dolorae enis aut eos raeera. Itataquam, totae ipici rem Long headline brochure que lam in cimi, sit eiunt velestiat quae volore volorro exerro expliandi di berectem. Ullaborunti comnis magn facepudis ma que lam incimi, sit eiunt veles tiat moluptatur restia dolorae exerro expliandi di berectem imaxi met eos sit enis aut raeera. Itataquam, totae ipici rem quae volore volorro moluptatur restia. il ipsant. facepu dis ma que lam incimi, sit eiunt velestiat quae volore Ullaborunti comnis and ullaborunti set on two lines volorro moluptatur restia dolorae. Modis et eiur sam quae debitia tatquo ipiendem fugiatem ut acculpa rchillenis as et et quassit aut et moloris eum vollestiam quatess imendent magnam sunt ipsapelignis dit lab inis dia doluptaqui bearum quae optatet es ma que as cus simusape nat evellor epuditatus et doluptat eos. Made to move you Volvo Buses. Driving quality of life Volvo Novum Light | Volvo Novum Medium 11 Volvo Novum SemiLight Volvo Novum SemiLight Volvo Novum SemiLight Volvo Novum SemiLight Short headline Short headline brochure 7. Apsae dolorpos voles aut es Short headline Maiore aspero Nam quaeped Apsae dolore Ellandu cima llaborunti comnis magnimaximet eos sit enis 12345 12 34 56 social media aut raeera. tataquam totae ipici rem acepudis 12345 12 34 56 ma que lam incimi sit eiunt velestiat quae volore 12345 12 34 56 volorro moluptatur restia dolorae exerro expliandi 12345 12 34 56 di berectem. llaborunti comnis magnimaxi met 12345 12 34 56 eos sit enis aut raeera. tataquam. 12345 12 34 56 Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade Ullaborunti comnis and ullaborunti reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera Modis et eiur sam quae debitia tatquo cullo erchiliquost exernam esed essus. Volvo Buses. Driving quality of life ipiendem ugiatem quid ut acculpa 1-2 8. Nam uaeped maiore aspero rchillenis as et et quassit aut et moloris eum vollestiam quatess imendent Maiore aspero Nam quaeped Apsae dolore Ellandu cima magnam sunt ipsapelignis dit lab inis 12345 12 34 56 dia doluptaqui bearum quae. 12345 12 34 56 Sub-heading above the headline 12345 12 34 56 Itataquam totae ipici rem facepudis 12345 12 34 56 Maque lam incimi sit eiunt velestiat 12345 12 34 56 quae volore volorro moluptatur restia 3-5 dolorae exerro expliandi di berectem. 12345 12 34 56 11. Nam uaeped maiore aspero Short statement llaborunti comnis magnimaximet eos Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade sit enis aut raeera. tataquam totae reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera cullo erchiliquost exernam esed essus. cullo erchiliquost exernam esed essus. ipici rem acepudis ma que lam incimi sit eiunt velestiat quae volore. Maiore aspero Nam quaeped Apsae dolore Ellandu cima 9. Nam uaeped maiore aspero 12345 12 34 56 Maiore aspero Nam quaeped Apsae dolore Ellandu cima 12345 12 34 56 Maiore aspero Nam quaeped apsae dolore* Cus simusape nat evellor Cus simusape nat evellor epuditatus 12345 12 34 56 12345 12 34 56 et doluptat eos. 12345 12 34 56 12345 12 34 56 Simusape Velestiat 12345 12 34 56 12345 12 34 56 Exerro expliandi di berectem 1  12345 12 34 56 12345 12 34 56 Sit eiunt velestiat quae volore 1  Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade ptatur restia dolorae 1  reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera Aorrorpora venim et omnit, quisi mintis as natenda ntorum quia sunt lab Ullaborunti comnis magnimaximet eos sit enis aut raeera. cullo erchiliquost exernam esed essus. 12. Nam uaeped maiore aspero *Maque lam incimi sit eiunt velestiat quae volore volorro moluptatur restia. Short headline iumquiculpa vendae vo lore temporporene nonsed esed quidele Itataquam, totae ipici rem facepudis ma que lam incimi, sit Maiore aspero Nam quaeped Apsae dolore Ellandu cima eiunt velestiat quae volore volorro moluptatur restia dolorae 10. Apsae dolorpos voles aut es 12345 12 34 56 web banner ndignist rem quae num et omnissi milibearum que nis reri ut pro offi cienia exerro expliandi berectem. Ullaborunti comnis magnimaxi Maiore aspero Nam quaeped Apsae dolore Ellandu cima 12345 12 34 56 met eos sit enis aut raeera. 20% Short sub-heading brochure 12345 12 34 56 dolupit vid modita nihiliqu ae amenet eum aliquae. Aorrorpora venim 12345 12 34 56 Ullaborunti comnis and ullaborunti Ullaborunti comnis and ullaborunti Modis et eiur sam quae debitia tatquo ipiendem fugiatem 12345 12 34 56 12345 12 34 56 omnit, quisi mintis as natenda ntorum quia sunt lab iumqui culpa vendae CALL TO ACTION Modis et eiur sam quae debitia tatquo ipiendem fugiatem Modis et eiur sam quae debitia tatquo ipiendem quid ut acculpa rchillenis as et et quassit aut et moloris 12345 12 34 56 12345 12 34 56 vo lore acipic temporporene nonsed esed que ndignist. quid ut acculpa rchillenis as et et quassit aut et moloris eum fugiatem ut acculpa rchillenis as et et quassit aut eum vollestiam quatess imendent magnam sunt ipsapelig 12345 12 34 56 12345 12 34 56 vollestiam quatess imendent magnam sunt ipsapelignis dit et moloris eum vollestiam quatess imendent nis dit cus simusape nat evellor epuditatus et doluptat eos. 12345 12 34 56 Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade lab inis dia doluptaqui bearum quae optatet es ma que as magnam sunt ipsapelignis dit lab. Ulla borunti comnis magnimaximet eoaut raeera. Volore 12345 12 34 56 reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera cus simusape nat evellor epuditatus et doluptat eos. volorro moluptatur restia dolorae exerro expliandi di be cullo erchiliquost exernam esed essus. rectem. Ullaborunti comnis magnimaximet eos sit enis. Volvo Trucks. Volvo Novum iht | olvo Novum Medium 11 Volvo Novum iht | olvo Novum Medium 1 1 Driving progress VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 22

COLORS BACK TO CONTENTS Functional colors Examples functional colors For specific action or alert purposes, these The functional colors may be used together with the main and accent colors additional functional colors are available. (the color palette can be found here >>) when there is a functional need, in for example line charts. The functional colors may never be used for decorative purposes. 100 100 Success Warning Error 75 75 100 / 0 / 100 / 0 0 / 10 / 100 / 0 0 / 100 / 100 / 0 CMYK CMYK CMYK RGB 71 / 150 / 45 RGB 247 / 211 / 2 RGB 196 / 0 / 26 HEX# 47962D HEX# F7D302 HEX# C4001A 50 50 25 25 CTA blue CTA blue hover CTA blue active 0 0 100 / 70 / 0 / 0 RGB 0 / 86 / 214 0 / 65 / 163 CMYK RGB jan feb mar apr may jan feb mar apr may jan feb mar apr may june RGB 0 / 79 / 188 HEX# 0056D6 HEX# 0041A3 HEX# 004FBC 100 100 75 75 50 50 25 25 0 0 jan feb mar apr may jan feb mar apr may jan feb mar apr may june Lorem ipsum dolore sit amet. Enem que laborro dolup taectem illabor sin pratqui ulpa ditat et. Enditibus accum ipsam, od untotatem sinctibus cus arundania commolut quas autent et que volu ptat ipiciunt ea nobisci psamet dernam. Statement Download Sub-heading below the headline LOG IN VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 23

COLORS BACK TO CONTENTS Extended functional color palette Principles for extended functional For light theme For r theme A color palette that reflects Volvo Group brand position and blends color palette perfectly with Volvo Blue to create harmony and consistency for all The colors can be applied to digital user Backgroud / primary HEX #FFFFFF Backgroud / primary HEX #1™1™1™ uses. The rules and recommendations state how to best use each interface (UI) design for both light theme and color type. dark theme. Dark theme color palette should not be used on white backgrounds. Light Backgroud / secondary HEX #F2F2F2 Backgroud / secondary HEX #©‚©‚©‚ Each color should be used in 100% only, to secure consistency. theme colors should not be used on black Backgroud / tertiary Backgroud / tertiary HEX #±©±6±A Colors may appear slightly different depending on which media is backgrounds. HEX #E1~F~~ being used. Use the colors to communicate the visual Ornamental / divider HEX #~š~š~š Ornamental / divider HEX #6©6©6© hierarchy, guide interactions and create a ale consistent brand identity. c Ornamental / Rain HEX #A2AAŸ Ornamental / Rain HEX #A2AAŸ ays Gr Each theme includes: Grayscale: used to determine surface colors Ornamental / border HEX #B~ Ornamental / border HEX #~š~š~š and ornaments. For instance, colors used for background, foreground, divider and border. Foreground / tertiary HEX #±©±6±A Foreground / tertiary HEX #E1~F~~ CTA (Call-To-Action): use it for links, selec- Foreground / secondary HEX #©‚©‚©‚ Foreground / secondary HEX #F2F2F2 tions and other interactive elements. They cover three states: default, hover and active Foreground / primary HEX #1™1™1™ Foreground / primary HEX #FFFFFF states. The colors Error, Warning and Success are CTA blue / default HEX #1C6BBA CTA blue / default HEX #1F2~1 used to comply with legal industry require- ments such as digital clusters inside the cabs. CTA blue / qover HEX #‚BE~E CTA blue / qover HEX #™™A1FF And to be used off board as well only for the purpose of giving the user feedback of error, CTA blue / active HEX #1š™EŸB CTA blue / active HEX #‚C©EF warning and success. Accent HEX #©™6±±Ÿ Accent HEX #66B©A6 Error HEX #BF‚š1‚ Error HEX #EA‚C1A Warning HEX #FFAššš Warning HEX #F2~©š‚ Success HEX #1A6C©1 Success HEX #™2Ÿ6‚~ VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 24

COLORS BACK TO CONTENTS Examples extended functional colors Web on mobile Mobile Application LIGHT THEME DARK THEME LIGHT THEME DARK THEME VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 25

COLORS BACK TO CONTENTS Do not Shown here are examples of incorrect use of Volvo colors. Volvo Novum SemiLight Nam uaeped maiore aspero Aut esequi cus volectem acest volo repudae incti cullabo re proriatur ade reperorit, cum volest quibusd amen duc ilibus es plaborempor sant eter cullo erchiliquost exernam. Aut ese qui cus Volectem acest volo repudae incti cullabo reproriatur ade reperorit, cum volest quibusd amen duc Short statemenT ilibus es plabo rempor sant eter cullo erchiliquost. 90 Sub-heading above the headline Apsae dolorpos voles aut es Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem Maiore aspero Nam quaeped Apsae dolore Ellandu cima 80 Short headline facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia 12345 12 34 56 dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut 12345 12 34 56 faceatur, simaximus esercitatis qui dollitat. 12345 12 34 56 brochure 12345 12 34 56 70 12345 12 34 56 Ullaborunti comnis and ullaborunti Modis et eiur sam quae debitia tatquo ipiendem fugiatem 12345 12 34 56 quid ut acculpa rchillenis as et et quassit aut et moloris 1 eum vollesti am quatess imendent magnam sunt ipsape Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera lignis dit lab cullo erchiliquost exernam esed essus. Nam uaeped maiore aspero 60 Made to move you Esequi cus volectem Maiore aspero Nam quaeped Apsae dolore Ellandu cima Maiore aspero Nam quaeped Apsae dolore Ellandu cima 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 50 12345 12 34 56 12345 12 34 56 Itataquam totae ipici rem facepudis 12345 12 34 56 Maque lam incimi, sit eiunt velestiat quae volore volorro mol uptatur restia dolorae exerro expliandi di berectem. Ullaborunti Apsae dolorpos voles aut es 2 comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae Plaborempor sant eter exernam Maiore aspero Nam quaeped Apsae dolore Ellandu cima 40 volore volorro moluptatur restia dolorae exerro expliandi. 12345 12 34 56 Maiore aspero Nam quaeped Apsae dolore Ellandu cima 12345 12 34 56 Sub-heading above the headline 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 30 Short headline 12345 12 34 56 12345 12 34 56 Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade Alam incimisit eiunt velestiat quae reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera brochure Volore volorro moluptatur restia dolorae exerro expliandi Apsae dolorpos voles aut es cullo erchiliquost exernam esed essus. di berectem. Ullaborunti comnis magnimaximet eos sit 3 enis aut raeera. Itataquam, totae ipici rem facepudis ma Maiore aspero Nam quaeped Apsae dolore Ellandu cima 20 Sub-heading below the headline que lam in cimi, sit eiunt velestiat quae volore volorro 12345 12 34 56 Aut ese qui cus volectem moluptatur restia dolorae exerro expliandi di berectem Maiore aspero Nam quaeped Apsae dolore Ellandu cima il ipsant. 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 0 12345 12 34 56 12345 12 34 56 12345 12 34 56 12345 12 34 56 jan feb mar apr may Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade Volvo Trucks. Driving Progress reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera cullo erchiliquost exernam esed essus. Volvo Novum Light | Volvo Novum Medium 11 Do not combine and use Volvo accent colors Do not combine colors and/or logotype The functional colors should not be used Do not use to many colors in a layout. Do not combine colors that could compromise in large colored backgrounds. versions that could compromise visibility. for decorative purposes. visibility. ubheading above the headline 100 Short headline brochure 75 Sub-heading above the headline Short 50 statement Necesuiae et aut solup. Ut ius sita eum om nis rem. Necesuiae et aut volupta solup. Ut ius sita Is minia volor re sum equiae. Ceptiun acacum daesciis eum omnis rem uidiam.Is minia volor re sum 25 requiae. Ceptiun daesciis exerum imus aca exerum imus acacum ut verum re mi ut veni offici. cum ut re mi, ut veni officiisi doluptaquae. Consequae verum qui res dolente nectata eaquiat iaestis maxim sinciis diasit hillaccab inctur mil inctibus aut quat odio a do lestquas sae litae niet aditaesequia arunt eossimu. Endia nos et et aut quunt eruptiones arunt dunditiae soluptat harciene molor simaior nos emolupt 0 aecesto cus. Abore cupta ex et, soluptier aepudio. Orehentis verrore rrorum quodis ex ex es eum fuga. jan feb mar apr may june jan feb mar apr may Text on images should be set in white or black. Do not use Volvo Blue is used exclusively for and in combination with Volvo logotypes and Volvo accent colors should never dominate The functional colors should only be used when the white frame when creating new material. shall not be used for any decorative or accentuating purposes. in a layout. there is a functional need. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 26

ICONS BACK TO CONTENTS Icons The Volvo icons are effective visual tools for Basic principles for Volvo icons highlighting key information and activity Always strive for simplicity and let the explanatory text be the main bearer of the information, –in applications to make interaction easier, instead of trying to include all the information in the Volvo icon. The same icon can be used for different messages. The icons should never be used for decorative purposes. and in marketing materials to promote the same interaction. They guide the user, or customer, and make their experience smooth and pleasant. The common design style for Volvo icons creates recognition in all of our touch-points. It is therefore necessary to consistently follow the basic principles described here. Always strive for simplicity and user-friendliness. For new icons, contact Volvo Group Design. They are responsible for developing both communication and functional icons. Download icons here VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 27

ICONS BACK TO CONTENTS Icon colors Examples of icons in main colors Examples The Volvo icons for communication Shown below are examples of how our icons can be used and combined. purposes can be set in our main colors (except Volvo Blue). These Volvo Novum SemiLight Volvo Novum SemiLight are the only allowed colors for Short headline brochure communication icons. Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximus esercitatis qui dollitat. For functional icons and their use please contact BEX. Sub-heading aboSubheading abovve the headline e the headline ShorShort headline broct headline brochurehure Ullaborunti comnis and ullaborunti Itataquam totae ipici rem facepudis Itataqua totae ipici rem facepudis Modis et eiur sam quae debitia tatquo Maque incimi eiunt velestiat Ma que lam incimi, sit eiunt velestiat quae ipiendem fugiatem quid ut acculpa rchillenis quae volore volorro moluptatur restia volore volorro moluptatur restia dolorae as et et quassit aut et molo ris eum volle dolorae exerro expliandi berectem. ex erro expliandi di berectem il ipsant. apelignis dit lab inis dia doluptaqui bearum Ullaborunti comnis magnimaximet Mavolorro moluptatur restia dolorae exerro Main colors, examples nat evellor epuditatus et doluptat eos. moluptatur eos sit enis aut. expliandi di berectem. Background colors Sit eiunt velestiat quae volore volorro Sit eiunt velestiat quae volore volorro Sit eiunt velestiat quae volore volorro moluptatur restia dolorae exerro expliandi moluptatur restia dolorae exerro expliandi moluptatur restia dolorae exerro expliandi di berectem il ipsant. Nat evellor moluptatur epuditatus et doluptat eos. di berectem il ipsant. Nat evellor The Volvo icons for communication moluptatur epuditatus et doluptat eos. moluptatur epuditatus et doluptat eos. purposes can be placed on our main Ullaborunti comnis and ullaborunti Magnam sunt ipsapelignis Alam incimisit eiunt velestiat quae and accent colors (except Volvo Blue). Modis et eiur sam quae debitia tatquo Dit cus simusape nat evellor epuditatus et Volore volorro moluptatur restia dolorae ipiendem fugiatem quid ut acculpa rchillenis doluptat eos. Ulla borunti comnis magni exerro expliandi di berectem. Ullaborunti as et et quassit aut et moloris eum vollesti di berectem il ipsant. Nat evellor maximet comnis magnimaximet eos sit enis aut When placed on accent colors the am quatess imendent. moluptatur eoaut raeera. raeera. Itataquam, totae ipici. moluptatur restia dolorae exerro expliandi Sit eiunt velestiat quae volore volorro Sit eiunt velestiat quae volore volorro di berectem il ipsant. Nat evellor moluptatur restia dolorae exerro expliandi moluptatur restia dolorae exerro expliandi icons must only be black or white. moluptatur epuditatus et doluptat eos. di berectem il ipsant. Nat evellor moluptatur epuditatus et doluptat eos. moluptatur epuditatus et doluptat eos. Accent color, examples Brochure Apps In combination with text Icons with text A complementary or descriptive text can be placed below a Volvo icon. The text should be set in Volvo Novum Light, Volvo Novum Regular or Volvo Welcome to Volvo Group Novum Novum Novum Almost 100000 employees. 1 brands. 10 markets. roduction facilities in 1 countries. rucks buses construction e uipment and marine and industrial en­ines. Complete solutions for financin­ and service. his is who we are. Novum Medium depending on Light Regular Medium 100.000 18 190 application. The icons can be stand Number of Volvo Group employees. Countries we have production facilities in. Markets we sell our products in. alone or placed on backgrounds in What our services and products contribute with various shapes. News around the world Novum Novum Novum Light Regular Medium Web page Onboard VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 28

ICONS BACK TO CONTENTS Do not Here are examples of incorrect use of the Volvo icons. Do not fill Volvo icons with colors and do not apply any Do not combine several Volvo icons to make decorative illustrations and patterns. Do not use icons from, special effects such as, for example, 3D-effects, gradients and shadows. Exception apply for Volvo Group Merchandise Services. for example, clip art libraries. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 29

BACK TO CONTENTS Layout principles There are four defined principles to help convey the values and aspirations of the Volvo brand in graphic layouts. The principles are there to guide you when updating, designing or creating new marketing assets, presentations, services or other interfaces. The layout principles support the Volvo Design Philosophy where functionality, clarity and ease-of-use is key. 1. Be generous with space 2. Keep it simple 3. Create a clear order 4. Pay attention to details VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 30

LAYOUT PRINCIPLES BACK TO CONTENTS 1. Be generous with space Sub-heading above the headline Too much information set Short headline PowerPoint Short statement in volvo broad as a Sub-heading above the headline Nam quaeped maiore aspero ip sae do lorpos voles aut es An airy layout with generous space between Volvo Trucks. Driving Progress headline on three lines illandu er cimaxim aut esequi cus volec tem acest volore repudae incti cullabo reproriatur a de reper orit um volest quibusd amen duc ili bus es pla borempor sant eter cul lo the objects provides a serene impression, Short statement erciliquost exernam esed essus dolup tur re inciis is aesthetically pleasing and helps the viewer Volvo Trucks. Driving Progress take in and process the information at their own pace. Department name | Document name/Issuer | Classification 2021-00-00 4 What to think about: Short headline PowerPoint • Space makes your message/content stand out. • Divide the information on several areas or prioritize The headline is too long to be set in only the most important message. Volvo Broad – the text should have been divided as shown in the correct • Don't try to say it all at once. example to the left. • Remember that the attention span of your viewer Nam quaeped maiore aspero ip sae do lorpos Sum volest quibusd amen duc ili bus es pla Tem acest volore repudae incti cullabo voles aut es illandu er cimaxim aut esequi borempor sant eter cul loera. reproriatur a de reper orit. is normally only a few seconds. Help the viewer by Department name | Document name/Issuer | Classification 2021-00-00 4 providing a visual paus. • A clean, airy layout with less graphic elements and messages is easier to digest. Headline with too much information. Set in Volvo Novum on three lines. Nam quaeped maiore aspero ip sae do lorpos voles aut es • A spacious layout can be achieved with color as well illandu er cimaxim aut esequi cus volec tem acest volore repudae incti cullabo reproriatur a de reper orit, cum volest quibusd amen duc ili bus es pla borempor sant eter cul lo as with white space. erchiliquost exernam esed essus dolup tur re inciis. Short headline Nam quaeped maiore aspero ip sae do lorpos Sum volest quibusd amen duc ili bus es pla Tem acest volore repudae incti cullabo banner voles aut es illandu er cimaxim aut esequi borempor sant eter cul loera. reproriatur a de reper orit. Lorem ipsum dolor amet consectetur Department name | Document name/Issuer | Classification 2020000  adipiscing elit ut sed doeiusmod tempor incididunt labore dolore magna aliqua. Instead of placing all information on one slide, divide the information on two or more slides, making the presentation easier to digest. Short headline banner The text is too large, and the Lorem ipsum dolor amet consectetur adipiscing margins too small, making elit ut sed doeiusmod tempor incididunt labore the layout look crowded and dolore magna aliqua. not spacious enough. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 31

LAYOUT PRINCIPLES BACK TO CONTENTS 2. Keep it simple Limit font types and sizes, as well as colors, images and icon sizes, to a few. This helps create a consistent design experience with an overall calm expression. Namus odis ut faceatur Too much information Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem set in volvo broad as a headline facepudis maquelam incimi, sit eiunt velestiat quaevolore volorro molupta tur restia dolorae exerro expliandi di berectemil ipsant volo bearci tem. Abo. Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe pa qui corrum od perias conessuntre por abo. Tem aut et, num atusant aut lis Nam usodis experem sivellest vellaborem aut utatio. Nam mod vel et, tor alis et endant pario. Et re natiusam site quis et repe eum rae. Ullaborunti comnis magnimaximet enis aut rae tataquam Volvo Novum Medium Volvo Novum Medium Volvo Novum Medium Sub-heading above the headline Too much information Idi remassim vendia dolore Nam quaeped maiore aspero ip Plaborempor sant eter cullo erchili Culpa vendae vo lore acipic sae dolor pos voles aut es illandu quost exernam esed essus dolup temporporene nonsed esed que cimaxim aut esequi cus volectem tur re, inciis as core eos eum vel quidele ndignist rem quae num et set in volvo broad as a headline acest volo repudae incti cul labo in nam es ratiunt iorrorpora venim omnissi milibea rum que nis reri What to think about: reproriatur a de reperorit, cum et omnit, qui simintis as natenda ut pro officienia dolupit vid modita volest quibusd amen duc ilibuses. ntorum quia sunt lab. nihiliqu ae amenet eum aliquae. short statement Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe pa qui corrum od perias conessuntre por abo. Tem aut et, num atusant aut lis Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe pa qui corrum experem sivellest vellaborem aut utatio. Nam mod vel et, tor alis et endant pario. • Let one strong image tell the story rather than many small od perias conessuntre por abo. Tem aut et num atusant aut lis experem sivellest vellabo Et re natiusam site quis et repe eum rae. rem aut utatio. Nam mod vel et, toraliset endant pario. Et re natiusam site quis et repe eum rae. Namusodis Faceatur Utaceatur images. Ullaborunti comnis magnimaximet Velestiat quae volore volorro molupta Facepudis ma que lam incimi, sit eiunt sit enis aut rae. Itataquam, totae ipici tur restia dolorae exerro expliandi ipsant velestiat quae volore volorro molupta rem facepudis ma que lam incimi. volo bearci molupta tur restia dolorae restia dolorae exerro expliandi volo mol Do not place images on top of images. Velestiat expliandi di berectem il ipsant volo. uptaera tur restia dolorae exerro. • Limit the number of colors you use to an absolute minimum. Namusodis Molupta Volvo Novum Medium Volvo Novum Medium Volvo Novum Medium The headline should have been divided Nam quaeped maiore aspero ipsae dolor Sant eter cullo erchiliquost exernam esed Acipic temporporene nonsed esed que • Create a short impactful headline rather than a long title. pos voles aut es illandu cimaxim aut esequi essus doluptur re, inciis as core eos eum quidele ndignist rem quae num et omnissi since it´s too long to be set only in cus volectem acest volo repudae incti cul vel in nam es ratiunt iorrorpora venim milibea rum que nis reri ut pro officienia labo reproriatur a de reperorit, cum volest etomnit, qui simintis as natenda ntorum dolupit vid modita nihiliqu ae amenet eum Comnis magni eosit quibusd amen duc ilibus plaborempor. quia sunt lab iumqui culpa vo lore. aliquae odi inci vidis abore volum. Volvo Broad. Too many accent colors are Totae ipici rem facepudis ma que lam incimi, sit • Simplicity helps build a premium and sophisticated eiunt velestiat quae volore volorro molupta restia used creating a scattered impression. dolorae exerro expliandi di berectem il ipsant. impression. It also projects confidence. Tataquam era Namus odis ut faceatur Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximuse sercitatis qui dollitat. Idi rem as sim vendia dolo. Facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximusesercitatis qui dollitat. Idi rem as sim vendia dolo doluptaeria vitem Namusodis. Nonseceptat quam fugitis faccus volorepe. Short headline small ad Ullaborunti comnis magnimaximet eos sit enis aut rae tataquam Idi remassim vendia dolore Short headline small ad Namusodis Faceatur Utaceatur Short headline Lorem ipsum dolor amet Ullaborunti comnis magnimaximet Velestiat quae volore volorro molupta Facepudis ma que lam incimi, sit eiunt consectetur adipiscing elit ut ed doe. sit enis aut rae. Itataquam, totae ipici tur restia dolorae exerro expliandi ipsant velestiat quae volore volorro molupta rem facepudis ma que lam incimi. volo bearci molupta tur restia dolorae restia dolorae exerro expliandi volo mol small ad Eventestem dolorerae nossi. expliandi di berectem il ipsant volo. uptaera tur restia dolorae exerro. Velestiat Short headline Namusodis Molupta Lorem ipsum dolor amet consectetur Pa qui corrum od perias small ad conessuntre. adipiscing elit ut ed doe. Eventestem dolorerae nossi nonseceptat quam fugitis faccus volorepe Comnis magni eosit pa qui corrum od perias conessuntre. No strong header image. Too Totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta restia Too many visual impressions with dolorae exerro expliandi di berectem il ipsant. many large icons and different Tataquam era different colors and several images. accent colors. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 32

LAYOUT PRINCIPLES BACK TO CONTENTS 3. Create clear order Short headline PowerPoint Help the viewer prioritize information with Short headline brochure Sub-heading below the headline Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem am uaeped maiore aspero ip sae do lorpos oles aut es 100 facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur illandu er cimaim aut eseui cus olec tem acest olore a clear order. Simply make the more important restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus repudae incti cullabo reproriatur a de reper orit Sum olest odis ut faceatur, simaximus esercitatis qui dollitat. Idi rem as sim vendia dolo uibusd amen duc ili bus es pla borempor sant eter cul lo 75 information more prominent, it conveys doluptaeria vitem ra dolenissedis eum dolupti. erchiliuost eernam esed essus dolup tur re inciis confidence and purpose. 50 25 0 jan feb mar apr may Business Entity Department name | Document name/Issuer | Classification 2021-00-00 4 What to think about: Ullaborunti comnis and ullaborunti comnis Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro moluptatur restia dolorae exerro expliandi di berectem. Ullaborunti • Make it clear what the main message is and ensure comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro moluptatur restia dolorae exerro expliandi di berectem il ipsant volo bearcitem. it's easy to take in. Headline with too much information. Set in Volvo Novum Medium on two lines Nam quaeped maiore aspero ip 100 • Use a structured grid to align your layout and add space sae do lorpos voles aut es illandu er cimaxim aut esequi cus volec tem acest volore repudae incti 75 between different sections to guide the viewer and create cullabo reproriatur a de reper orit um volest quibusd amen duc ili bus es pla borempor sant 50 a clear order in the layout. eter cul lo erciliquost exernam esed essus dolup tur re inciis 25 • Prioritize by using scale and size – make the most Ullaborunti comnis Ullaborunti comnis Ullaborunti comnis magnimaximet Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici 0 Incorrect margins and the table is eos sit enis aut raeera. Itataquam, rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro moluptatur important content the most prominent. totae ipici rem facepudis ma que lam. restia dolorae exerro expliandi di berectem il ipsant volo. jan feb mar apr may too big making the slide feel crowded Business Entity Department name | Document name/Issuer | Classification 2021-00-00 4 and not spacious enough. Short headline brochure Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximus esercitatis qui dollitat. Idi rem as sim vendia dolo doluptaeria vitem ra dolenissedis eum dolupti. ShorShort headlinet headline Ullaborunti comnis Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam incimi, sit elestiat quae volore volorro moluptatur restia dolorae eiunt v exerro expliandi di berectem ssocial mediaocial media Short headline Ullaborunti comnis Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam. Sub-heading beloSub-heading below the headlinew the headline social media Sub-heading below Sub-heading below headline headline Ullaborunti comnis Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt v elestiat quae volore volorro moluptatur restia dolorae exerro expliandi di berectem il ipsant volo. No clear structured grid or The Volvo Spread Word Mark is Ullaborunti comnis Ullaborunti comnis magnimaximet eos sit enis aut raeera. main message. Difficult for too large. All information is set Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro moluptatur restia dolorae exerro expliandi di berectem il ipsant volo bearcitem. the viewer to know how to in the same frame and in similar digest the information sizes making it both crowded and without a clear order. difficult to understand. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 33

LAYOUT PRINCIPLES BACK TO CONTENTS 4. Pay attention to details VOLVO NOVUM MEDIUM Ulla‚orunti comnis  Dolorerae nossi Make sure all objects are aligned and Eventestem dolorerae Tem aut et, num atusant aut lis nossi nonseceptat: expe remt nonse ceptat quam: Nons ceptat quam. Tem aut et, num Eventestem qui dolorerae nossi non Dolorerae nossi nonseceptat quam fugi atusant aut lis expe rem sivellest vellabo structured in a harmonious and orderly way. seceptat quam fugitis quam faccus tis quam faccus volorepe pa qui corrum rem aut utatio. volorepe pa qui corrum od perias coness od perias conessuntre por abo.  Sam mod vel et untre por abo. Tem aut et, num atusant  Tem aut et num Stor alis et endant pario. Et re natiu aut lis experem sivellest vella borem aut It conveys quality. Atusant aut lis experem sivellest vellab sam site quis etre pe eum. Fugitis quam utatio. Nam mod vel et, tor alis et endant rem aut utatio. faccus volor epe qui corrum peria. pario. Et re natiu sam site quis et repe ­ Tem aut etnum eum rae.  Nam mod vel et Tor alis endant pa rio. Et re natiu sam site Atusant aut lis expe rem sivellest vellab Sivellest eventestem quis et repe eum. rem aut rem sive llest vellab. dolorerae nossi endant:  Dolorerae nossi Dolorerae nossi nonseceptat quam. Nonsceptat quam. Tem aut et num Dolorerae nossi endant: Tem aut et, num atusant aut lis expe atusant aut lis expe rem sivellest vellabo Eventestem qui dolorerae nossi nonse rem si vellest vellabo rem aut utatio. rem aut utatio. ceptat quam fugitis quam fac cus volore Nam mod vel et, tor alis et endant pario. pe pa qui corrum od perias conessuntre. Et re natiu sam site quis et repe eum  Sam mod vel et Stor alis et endant Tem aut et, num atusant aut lis expe rem Short headline rae. Fugitis quam faccus volorepe pa qui pario. Et re natiu sam site quis et repe sivellest vellaborem aut utatio. Nam mod corrum od perias conessuntre vel et, eum. Fugitis quam faccus volor epe qui vel et, tor alis et en dantpa rio. Et re natiu full page ad tor alis et endant pario. por abo. corrum peria. sam site. What to think about: • Ensure margins are balanced from left to right and top Dolorerae € to bottom. • Strive for balance in your layout by making sure it's not Sub-heading set in Volvo Novum Light Ulla‚orunti comnis too heavy to one side. Eventestem qui dolorerae ullaborunti comnis magnimaximet eos sit enis aut tataquam ero totae iici rem aceudis ma que lam incimi sit eiunt velestiat uae volore volorro moluta VOLVO NOVUM MEDIUM tur restia dolorae exerro exliandi di berectem il isant volo bearci tem. bo. Namus odisut • Make sure texts and images are aligned. aceatur simaximus esercitatis qui dollitat. di rem as sim vendia dolo dolutaeria vitemra Eventestem dolorerae Tem aut et, num atusant –  Dolorerae nossi Nons dolenissedis eum doluti. Sanihicitate sita laut oiciamus oicid maximaio. Nonsece arch nossi nonseceptat: aut lis expe remt nonse ceptat quam. Tem aut et, ciundam remos sitatur eudic te el inis esto excesequat aut re renimincim. ceptat quam: num atusant aut lis expe Eventestem qui dolorerae nossi rem sivellest vellabo rem nonseceptat quam fugitis quam Dolorerae nossi nonseceptat quam aut utatio. • Don't rush the work – pay careful attention to details. faccus volorepe pa qui corrum od fugitis quam faccus volo repe pa –  Sam mod vel et Stor alis perias conessuntre por abo. Tem qui corrum od perias conessuntre et endant pario. Et re natiu aut et, num atusant aut lis experem por abo. sam site quis et repe eum. Volvo Trucks. Driving Progress sivellest vellaborem aut utatio. Fugitis quam faccus volor Nam mod vel et, tor alis et endant –  Tem aut et num Atusant epe qui corrum peria. pario. Et re natiu sam site quis et aut lis experem sivellest repe eum rae. vellab rem aut utatio. – ­ Tem aut etnum –  Nam mod vel et Tor alis Atusant aut lis experem Sivellest eventestem endant pario. Et re natiu sivellest vellab rem aut dolorerae nossi endant: sam site quis et repe eum. rem sivellest vellab. Dolorerae nossi nonseceptat quam. –  Dolorerae nossi Nons Dolorerae nossi endant: Tem aut et, num atusant aut lis ceptat quam. Tem aut et expe rem sivellest vellabo rem aut num atusant aut lis expe Eventestem qui dolorerae nossi utatio. Nam mod vel et, tor alis et rem sivellest vellabo rem nonseceptat quam fugitis quam endant pario. Et re natiu sam site aut utatio. faccus volorepe pa qui corrum od quis et repe eum rae. Fugitis quam –  Sam mod vel et Stor alis perias conessuntre. No clear margins or balance faccus volorepe pa qui corrum od et endant pario. Et re natiu Tem aut et, num atusant aut lis perias conessuntre vel et, tor alis et sam site quis et repe eum. experem sivellest vellaborem aut endant pario. por abo. Fugitis quam faccus volor utatio. Nam mod vel et, tor alis et in the layout. Texts are not epe qui corrum peria. endant pario. Et re natiu sam site. Short headline Dolorerae € aligned. Line spacing is too full page ad tight making it look cramped. short statement Lorem ipsum dolor amet consectetur adipiscing elit ut ed doeventestem dolorerae nossi. Volvo Buses. Driving quality of life Volvo Buses. Driving quality of life Sub-heading set in Volvo Novum Light Eventestem qui dolorerae ullaborunti comnis magni maximet eos sit enis aut tataquam ero totae iici rem aceudis ma que lam incimi sit eiunt velestiat uae volore volorro moluta tur restia dolorae exerro exliandi di berectem il short Lorem ipsum dolor amet cons isant volo bearci tem. bo. Namus odisut ace ectetur adipiscing elit ut ed atur simaximus esercitatis qui dollitat. di rem statement doeventestem dolorerae nossi. as sim vendia dolo dolutaeria vitemra dolenis Volvo Buses. Driving quality of life sedis eum doluti. Sanihicitate sita laut oici amus oicid maximaio. Nonsece arch ciundam remos sitatur eudic te el inis esto excesequat aut re renimincim. Margins are not balanced making the ad too heavy to Volvo Trucks. Driving Progress one side. Texts and images are No clear margins or balance in the layout making the banner too heavy one side. Texts not aligned. are not aligned. The Volvo Spread Word Mark is not centered in the white area. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 34

IMAGE TONALITY BACK TO CONTENTS Image tonality Our color tone Warm, earthy color tones accentuate our friendly and humanistic brand personality. The color tone creates an overall visual consistency and works The key features of our image tonality spring well with our different product images. from the very core of our brand, our heritage and our aspirations. The light, the human presence, and the masterpieces of engineering portrayed, all communicate a strong sense of innovation and care. Pay attention to all the details when creating an image – make sure the depicted product is placed and used in a realistic way. It conveys Overall tone quality and safety. Warm grey and brown tones. These guiding principles for image tonality applies to video as well as still images. Whites White areas (highlights) should be warm rather than neutral and cold. Blacks Dark areas (shadows) are NOTE: Always secure image usage rights, permissions and ensure deeper dark grey, rather than that photos and video are legally and GDPR compliant. high contrast pitch black. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 35

IMAGE TONALITY BACK TO CONTENTS Storytelling Seduce the target audience with images that tell a story, highlighting the ultimate customer benefit in a dynamic and emotional way. Compose settings that explain why our customers are passionate about, and proud of, Volvo. When showing the products in action, use dynamic imagery that captures the user experience. Basic principles • Convey a genuine story, capture a moment in time. • Place the product in a setting that creates exciting associations. • Settings can be anything from city and urban life to countryside and nature. • Capture elements of nature and life, for example the ocean, trees, people and movement. • Demonstrate our role in the bigger picture by including passengers or bystanders in the scene as well. • If possible, show Volvo products in collaboration. • When portraying scenes that indirectly affect people’s lives, in rural areas and nature imagery, human presence is not necessary. • Reflect reality in an authentic and credible way, never greenwash or exaggerate social and safety benefits. These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 36

IMAGE TONALITY BACK TO CONTENTS Human presence Volvo is the “people first” brand. People can be depicted in their work environment, as well as in their everyday life and to demonstrate our role in society we can also include passengers or bystanders in the scene. Basic principles • Portray colleagues over models (and make sure to secure their consent). • Close in on the people portrayed, but still make sure to capture the context and environment. • When we portray people looking directly into the camera, we keep it natural and spontaneous to capture the feeling of a “moment in time.” • In images of moving products, audiences can still catch a glimpse of the operator or driver. • Steer away from busy images/backgrounds to avoid distractions, but never use cut-out images. Corporate portraits • Use natural light, such as windows for soft shadows and natural colors. • Use a short depth of field. Consider the angle and shoot straight ahead, not from below or above. • Note that these rules do not apply for portraits in for example magazines. These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 37

IMAGE TONALITY BACK TO CONTENTS Clear source of light Light sources reflect our Swedish origin. They also add a sense of optimism and belief in the future, which conveys the care associated with our brand. Basic principles • Depict a clear source of light, preferably capturing “the magic moment” of a day. • Take advantage of natural light sources such as windows or use an outdoor setting to catch warm, natural light. • A clear source of light isn’t limited to natural daylight. It can come from headlights, street lamps or other adequate sources of light. • Shots taken of product interiors should have a warm feel, with an abundance of light. • Ensure that the light source adds a warm feeling even in industrial or “grey” environments. These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 38

IMAGE TONALITY BACK TO CONTENTS Authenticity Pay attention to all the details when creating an image – make sure the depicted product is placed and used in a realistic way. A professional who looks at the image will spot even the smallest irregularity. Basic principles • Show the products hard at work in their authentic environments. Products should be clean but when it supports the authenticity, it is okay for products to be dirty. • Include human presence with people who fit naturally within the setting. They can be operators, drivers, worksite colleagues, passengers or bystanders. • Provide a broad perspective – always try to tell a story with the picture. • Use clear, warm light and dynamic angles to portray details and features in a premium and contemporary way. • Choose images of products in action. Avoid closely cropped product images. • Showcase products at their best. Capture the very best angles that highlight unique features and brand-specific details. • Simplicity. Choose the right objects to portray visually, and avoid objects that aren’t interesting to look at. Look for simple, strong backgrounds that do not divert attention from the products. These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 39

IMAGE TONALITY BACK TO CONTENTS Products Studio shots are an opportunity to show our products in their entirety, without distraction and in the most attractive way. We want the products to shine and reflect the innovation, knowledge and unique design that is built into each one of them. Product features and detail images have a progressive and premium feel. They capture the beauty of our products; and make even the most sophisticated technologies attractive, exciting and understandable. Basic principles Products in studio • Use a soft, warm, light that makes materials and textures feel real, authentic and distinctive. • Use dynamic angles to emphasize the unique design features, appealing shapes and details. • Product shots should include a light drop shadow to prevent the product from "floating". • The products are polished and clean to present an air of high quality. Products – details/features • Select features and details that send the strongest innovation message and zero in on unique technological solutions. • Highlight the most visually appealing, and brand-distinct, design features. • Ensure that the details and features we portray are always clean and in top condition. • Consider how human presence can be conveyed in the picture. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 40

IMAGE TONALITY BACK TO CONTENTS Do not Sometimes to explain what we mean, it's easier to show what not to do. Here are some examples. Overly staged situations like Avoid unnatural distortions and visual Never use poor resolution images. Avoid taking the light too far so that it burns out the Static photos that include no a handshake. effects caused by extreme wide lenses, image and creates a washed out or dull look. engaging activity. and ensure proper color balance. Distracting backgrounds and unclear Too much retouching and too dark. People need to have a natural mission Do not depict the product as static without Avoid cold tones and blue color cast. product focus should be avoided. in the image, like driving, not posing. a driver/operator in a work environment. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 41

TONE OF VOICE BACK TO CONTENTS Tone of voice The aspired Volvo brand experience is a perception Personality Expression of pleasure and ease of use, a feeling of serenity and It is this personality that makes people connect with us – both How we interact with people and communicate is also shaped genuine care. emotionally and intellectually. Our personality shines through the by this overall expression. This means that we focus on the strongest when we present new ideas and interesting perspectives. end-results and express what people, societies and our planet And when we create communication that is sympathetic and get, not what we do. And that our communication always is clear, The Volvo brand experience is shaped by people steers away from industry clichés. correct and welcoming. with different skills and competences. All representing and continuously delivering our shared heritage and joint aspirations. Together we form a collective tone of voice by projecting the Volvo brand personality A progressive, trustworthy and expression through the services we provide, the and competent citizen Friendly professional. interactions we have, the messages we convey and with a humanistic approach. the dialogues we participate in. We want our tone of voice to be recognized across all markets and channels when speaking to our target groups. NOTE: When the Volvo Group talks about prosperity we take on that “big picture” perspective. That is why we are careful with how we use this word. “Prosperity” in any form is not allowed as a standalone word The voice of Volvo on, for example, a heading of a roll-up. The Volvo tone of voice is how we sound in text and spoken words. Volvo Group corporate language is English. We typically use American English since it is used by a majority of our customers, but British English is an option to The voice of Volvo is: The voice of Volvo can be: Volvo talks in order to: better suit a particular audience or occasion. We do not spend time and money on adapting original content in British English to American English, or the other way around, unless there is a specific reason to do so. Competent not arrogant. Challenging but never aggressive. Explain but not lecture. Intelligent not intellectual. Witty but never ironic or sarcastic. Reveal but not just describe. Sympathetic not flattering. Powerful but never grand. Prove but never just claim. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 42

TONE OF VOICE BACK TO CONTENTS Examples on how we speak The words we choose, spoken and written, are the result of both our personality and expression. Remember, keep it short and simple and always use the correct terminology. Finding the right tone of voice is key, so here are some examples. Characteristics Say Not Competent not arrogant Our new engine reduces emissions by 25 %. We have the best engine in the world. Intelligent not intellectual Truly sustainable transportation reduces costs and time. Integrated transport solutions engineered for asset and workflow optimization. Sympathetic not flattering Small is the new big. Because you’re worth it. Challenging but never aggressive We took something good and made it better. We’ve created the very best solution for you. Witty but never ironic or sarcastic Step into a more comfortable working day. Like you’d had a better experience. Powerful but never grand Be part of the solution. Protect the planet. Explain but not lecture To achieve a change in driver attitude and behavior … You must reduce speed to … Reveal but not just describe You gain power by … Engine acceleration is xx. Prove but never just claim The fuel efficiency has been reduced by x (provide reference). Unbeatable fuel efficiency. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 43

UX PRINCIPLES BACK TO CONTENTS User Experience (UX) Volvo main UX principles principles 1 2 3 User experience (UX) is simply how people feel when they use a product or service. In a digitalized world, Design for your users, not for yourself Business needs and value Design consistency It is a key factor to consider to convey a distinct and Always start with the user needs. All UX design solutions for Volvo Group Consistency is the key principle of consistent Volvo brand experience as aspired. Make sure you fully understand them. needs to consider return of investment. UX design. A consistent user experience Verify that the needs are met throughout When designing digital services take into – throughout the entire user journey To build relations, enable loyalty and grow business. the design process by creating low consideration both satisfied and happy – is the signum of a premium brand. fidelity prototypes. Let potential users, end-users, and defined business goals. It helps build value, credibility and trust. For a digital Volvo experience that is innovative, human colleagues and others test them. Examples: Examples of what needs to provide centric and premium as well as functionality oriented Again and again. • Do not spend time on fancy details a consistent experience: and easy-to-use, these main UX principles are the Different types of projects: if they do not add value. • Sounds • Design of new services. • Focus on the essence and simplicity • Icons foundation for all Volvo interfaces. Apply them always • Improvement of existing services. of the solution. • Fonts when you specify, design, develop and update Volvo • Addition of new features to existing services. • Ease of use gives the brand increased • Colors market value. • User interaction patterns interfaces. And - naturally, rules and guidance related to other identity elements e.g., logotypes, layout principles, colors and typefaces, apply also to digital 4 5 6 interfaces. Technology handshake Validate and anchor Context and dependencies Note that specific guidance is available regarding logo- Technology keeps changing and so does To maintain consistency and validate In every UX project, map the context type artworks for social media and mobile app launch business. Always verify, as early as possi- that the right design decisions are and dependencies. That means, for icon design. ble, that the technology you want to use made, evaluate and analyze in detail example, how services will be carried supports the design goals, user journey every decision first. In the beginning, out and how changes ripples through and visions of Volvo. This will save time throughout, and at the end of every into other departments. and money and speed up development process. Make sure to Examples: time to market. anchor the decisions continuously with • Ensure when, where and how the service, Examples: key stakeholders. application or solution will be used. • Define possibilities and limitations of the Key stakeholders include: • If there are dependencies with other solutions, technology before getting started. • Brand departments align decisions with people in charge of those • Check continuously with developers to make • Technology and product owners solutions. sure your design decisions are supported by the • Business technology and possible to build. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 44

BACK TO CONTENTS 3. Marketing material Clear message. Visually compelling Inserting dealer contact details 44 No matter which format and size the Volvo marketing material comes in, Inspirational examples 45 it should deliver a clear and focused message in a visually compelling Do not 49 way – building the Volvo brand. On most marketing pieces, you can add your company logotype, dealership name and contact details. This chapter describes where to insert your dealer contact information and provides inspirational examples for a variety of Volvo-branded marketing material. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 45

MARKETING MATERIAL BACK TO CONTENTS Inserting dealer Primary placement of the Volvo Spread Word Mark Secondary placement of the Volvo Spread Word Mark and the Volvo Penta Spread Word Mark and the Volvo Penta Spread Word Mark contact details Volvo dealers may add contact information and/or logotype on all marketing material. The basic principle is to insert the information on the opposite side or, in the opposite corner, from the Volvo Spread Word Mark or Volvo Penta logotype. An independent dealer must include “Authorized dealer for Volvo ...”. Also, always use Volvo-branded marketing material to promote Volvo products and Dedicated area for dealer information. Dedicated area for dealer information. Dedicated area for Dealer logotype optional Dealer logotype optional dealer information. services. Dealer logotype optional NOTE: An independent dealer that represents only the Volvo brand may choose to forgo its own visual identity and instead use the Volvo identity. Permission to use the Volvo identity must be granted by Volvo. NOTE: All product information and fact sheets are produced centrally by Volvo. Dedicated area for dealer information. Dedicated area for dealer information. Dedicated area for Dealer logotype optional Dealer logotype optional dealer information. Dealer logotype optional VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 46

MARKETING MATERIAL BACK TO CONTENTS Web banners Short headline Short headline Short headline Lorem ipsum dolor amet consectetur adipis Volvo Construction Equipment. web banner CALL TO ACTION Building Tomorrow web banner Sub-heading below the headline Lorem ipsum dolor consetetur Lorem ipsum dolor amet conse expedio nsendust amet sum a volupta. tetur edicarum forarer. Sub-heading above the headline CALL TO ACTION CALL TO ACTION Short headline Lorem ipsum dolor edicarum consectetur adipis. Made to move you CALL TO ACTION Wide skyscraper 160x600 Short headline web banner CALL TO ACTION Short statement Short headline Lorem ipsum dolor amet consectetur. CALL TO ACTION Volvo Buses. Volvo Trucks. CALL TO ACTION Driving quality of life Driving progress Made to move you Volvo Construction Equipment. Volvo Trucks. Driving progress Building Tomorrow Longer headline web banner on three lines CALL TO ACTION Volvo Trucks. Driving progress VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 47

MARKETING MATERIAL BACK TO CONTENTS Apps and social media posts Short headline social media Sub-heading below the headline Short headline social media Sub-heading below the headline Short Statement Short headline Lorem ipsum dolor amet consectetur adipiscing elit ut ed doe officim porerum et social media inctur rero mod quidi nosam, nobis dis eveles voluptium assimpo rporporeptas sit. Sub-heading below the headline 09:20 Sub-heading above the headline Short headline social media Short headline Short headline social media social media Made to move you Made to move you Log in Volvo Buses. Driving quality of life VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 48

MARKETING MATERIAL BACK TO CONTENTS Brochures Direct marketing pieces Sub-heading aboSub-heading abovve the headline e the headline Short headline direct marketing Sub-heading above the headline Longer headline Longer headline Ro eium que nesci velignat que arupid quibus adis nu sandis brocbrochure shure set et quit maion consed maiore volum verspel lanturios ea quatiur am statement Short headline on three lineson three lines volute vellaut apition sedist doluptatem faces abor mosa. brochure on two lines Sub-heading below the headline Sub-heading below the headline Volvo Buses. Driving quality of life Les asimus, cumqui nos ipiciae quam audam rerum vol erumquiant, consernation remodit hitat od es ad quiam upti ant volut voluptatur as esequodia doluptam reniet adi qui dit unt, se que officab ius aut ut lit quoditas eritat si rat ameture provite cessedita volupta nem ullaciumquia omnimag natur. que laccus exerum et rem aut occus ducienis eum simod Comnis ut quam, et pa conet odi sit que coratib ustium quia cum, undam nem qui nullupta quosa quatemo luptati erorerrum nobis am doluptamus assitate sinus nonserna oreius dem que officabo. Ihillat. mus eum faccum ius, quam aut as mo quuntem olupta tatur, comnihit dolupicim est escitae derferspid exeri Occullaturem quiassit volore pores at autet et fugit odis si as as eume nullam, ipis aut mo Ex et volorio nsenis voluptaqui ut ere plaborum et liquia molorum iur magnat laccatur atur aut facea dipis reius culpa di odipidel ma dit, que niaturion pedici ad quis maxi est doleste re, voluptatur, seque dolorum utem doloremo Local dealer mpost, ut volende ndamus doluptatibus re ent landeli tem tem faceaquae eiur sitem ex eumet quo explit laborrorem Local dealer address. Tel. +00 0 0000 0000 porum re in nonecab ide sint. Ro eium que nesci velignat commodi dolor sum faces ad eos ut facesti conseni atio www.localdealerweb.xx Made tMade to moo movve ye youou que arupid quibus adis nu sandis qui ut maion consed rep eliquosa is endiore essit, consedi nat. maiore volum verspel lanturios ea quatiur am volute vellaut apition sedist doluptatem sit faces abor mosa do Vollora ab ium exernam venti Brochure, independent dealer esserit ulpa aut idunt idunt qui aut fuga. Et quuntecepe Acepuda veratem voluptas acianimolore dellandae dol consectem si antum autatur. upta quam fuga. equi ulpariae nus doluptatur sita aute optates tibeaquam volorite pro qui volectur a pa samet Ulles es as essiminvelis andi asin et asperum aut faciet ommo molum nestios ni Volum aut hictect atemquam sinctotae latis audam as voluptur. mnis ut quam, et pa conet odi sit que coratib eum quam ut que pel is es rereri doluptur, te velibus pe ustium erorerrum nobis am doluptamus assitate sinus nonse dionet quam iste coriassum que eribus, ipis et nonserna mus eum faccum ius, quam auter. Local dealer address. Tel. +00 0 0000 0000 Local dealer www.localdealerweb.xx Local dealer address el.     Authorized dealer for business entity name .localdealereb.xx Volvo Construction Equipment. Building Tomorrow Brochure portrait, independent dealer DM flyer, Volvo-owned dealer Local dealer Local dealer address Tel. +00 0 0000 0000 www.localdealerweb.xx Short headline direct marketing Sub-heading below the headline Sub-heading above the headline Short headline Short headline direct marketing brochure Volvo Construction Equipment. Building Tomorrow Made to move you DM landscape, independent dealer Local dealer address Tel. +00 0 0000 0000 Local dealer address www.localdealerweb.xx Tel. +00 0 0000 0000 Authorized dealer for business entity name www.localdealerweb.xx Authorized dealer for Volvo business entity Brochure landscape, Volvo-owned dealer DM envelope, independent dealer VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 49

MARKETING MATERIAL BACK TO CONTENTS Rollups Large printed banner Posters Ads Short headline Sub-heading above the headline small ad Fugiapa et sum ui aeceatur om nis voluptamius Short statement doluptat ali quiae latet as molori tas doloria. Ituo ex lande eta ui illes dolu tium velit pa etum. Sum aeceatur om nis soludamiuar. Sub-heading below the headline olvo onstruction uiment. uilding Tomorrow Short headline rollup Volvo Trucks. Driving Progress Made to move you Local dealer Local dealer address. Tel. +00 0 0000 0000 Sub-heading above the headline www.localdealerweb.xx ugiaa et sum ui aeceatur om lutamius dolutat ali uiae latet as molori tas doloria. ­tuo ex lande eta ui illes dolu tium velit a etum Short headline poster sum aeceatur om nis soludamiuar. autet et fugit odis si as as eume nulla iis aut mo molorum iur magnat laccatur atur aut facea diis. Small ad, Volvo Trucks. Driving Progress Volvo-owned dealer Local dealer address Tel. +00 0 0000 0000 www.localdealerweb.xx Authorized dealer for business entity name Local dealer address Tel. +00 0 0000 0000 Sub-heading above the headline www.localdealerweb.xx Authorized dealer for Volvo business entity name Ad full page, independent dealer statement Poster, independent dealer on two lines Fugiapa etum sum ui aeceatur om nis voluptamius doluptat aluiae latetas moloritas doloria. Etuo ex lande etilles acimendit la sum quatis eost quati etum sum ui latet aeceatur. Volvo Construction Equipment. Building Tomorrow Longer headline Sub-heading above the headline Sub-heading above the headline ad set on two lines Fugiapa et sum ui aeceatur om nis voluptamius Short headline ad doluptat ali quiae latet as molori tas doloria. Ituo ex lande eta ui illes dolu tium velit pa etum Longer headline poster sum aeceatur om nis volu. Made to move you Volvo Buses. Driving qualit of life. set on two lines Local dealer Local dealer address. Tel. +00 0 0000 0000. www.localdealerweb.xx Sub-heading below the headline Local dealer address. Tel. +00 0 0000 0000. www.localdealerweb.xx Authorized dealer for Volvo Penta Large printed banner, Volvo-owned dealer Ad half page, independent dealer Equi invendit ut que off quis aut unt fugia pa etum sum uiaeceatur voler tamiusa aliquiae latet as moloritas doloria. Ituo exlande illes dolup tium velit etum sum dignis maionse nosan dantar picim aut eta moloferum es qui repudignis maionse. Om voler tamiusa doluptat aliquiae uiaeceatur voler latet velit moloritas. Local dealer Local dealer addressTel. +00 0 0000 0000www.localdealerweb.xx Ad full page, Volvo-owned dealer Local dealer address. Tel. +00 0 0000 0000 www.localdealerweb.xx Authorized dealer for Volvo Penta Volvo Buses. Driving quality of life Local dealer Local dealer address Tel. +00 0 0000 0000 www.localdealerweb.xx Rollup, independent dealer Poster, Volvo-owned dealer VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 50

MARKETING MATERIAL BACK TO CONTENTS Examples of dealer marketing material to show how to present the Volvo Spread Word Mark next to other brands. Headline dealer rollup Headline dealer Headline dealer brochure full page ad Equi invendit ut que off quis aut unt fugia pa etum sum uiaeceatur as voler tamiusa doluptat aliquiae latet as moloritas doloria. Ituo exlande illes dolup tium velit etum sum. Doluptatiis dignis maionse nosan dantar picim aut eta moloferum es qui repudignis maionse. uiaeceatur as om voler tamiusa doluptat aliquiae latet velit etum sum. Volvo Buses. Driving quality of life. OTHER OTHER OTHER OTHER BRAND BRAND BRAND BRAND A B A B OTHER OTHER BRAND BRAND Brochure, front cover Ad, full page A B Rollup VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 51

MARKETING MATERIAL BACK TO CONTENTS Do not Sometimes to explain what we mean, it’s easier to show what not to do. Here are some examples. Sub-heading aboSub-heading abovve the headline e the headline Longer headline Longer headline brocbrochure shure set et Sub-heading above the headline on three lineson three lines Short headline Sub-heading above the headline Short headline Suheading aove the headline brochure rollup Short headline Sub-heading below the headline brochure Volvo Construction Equipment. Building Tomorrow Volvo Buses. Driving quality of life Made to move you Local dealer address. Tel. +00 0 0000 0000. www.localdealerweb.xx Authorized dealer for Volvo Penta Make sure to respect the Volvo Spread Word Mark Local dealer or the Volvo Penta Spread Word Mark clear zone. Local dealer address. Tel. +00 0 0000 0000 www.localdealerweb.xx Made tMade to moo movve ye youou Text on images should only be set in white or black. Local dealer address Tel. +00 0 0000 0000 www.localdealerweb.xx Authorized dealer for business entity name HEADLINE SET IN Do not combine and use Volvo accent colors in large colored backgrounds. DEALER TYPEFACE Sub-heading set in dealer typeface Local dealer address. Tel. +00 0 0000 0000 www.localdealerweb.xx Too much information set in Volvo Broad Authorized dealer for Volvo Penta as a headline on two lines Volvo Trucks. Driving Progress Sub-heading above the headline Business entity set in dealer typeface Short headline brochure Local dealer address. Local dealer address Tel. +00 0 0000 0000. Tel. +00 0 0000 0000 Local dealer address www.localdealerweb.xx www.localdealerweb.xx Tel. +00 0 0000 0000 www.localdealerweb.xx Authorized dealer for business entity name Authorized dealer for Volvo business entity name Authorized dealer for Volvo business entity name Volvo Trucks. Driving Progress Volvo Broad should only be used for short headlines or statements. Do not use dealer typefaces in Do not use the Volvo Spread Word Mark or the Volvo Penta Spread Word Mark in Volvo Blue. Do not use the white frame when creating Volvo material. The Volvo Spread Word Mark or the Volvo Penta Spread Word Mark can only be used in black or white. new material. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 52

BACK TO CONTENTS 4. Stationery Strengthen the Volvo brand –and your dealership Business cards Business cards, letters and other articles used by you as a Volvo Volvo Spread Word Mark 51 representative in daily correspondence are all important carriers of your Volvo Penta Spread Word Mark 52 contact information and of the Volvo visual identity. These guidelines Letterheads Volvo Spread Word Mark 53 show you where to place your logotype, name, address and other details Volvo Penta Spread Word Mark 54 to create professional looking stationery that strengthens the Volvo Envelopes brand as well as your dealership. Volvo Spread Word Mark 55 Volvo Penta Spread Word Mark 56 Invoices 57 Fax sheets 58 Compliments slips Volvo Spread Word Mark 59 Volvo Penta Spread Word Mark 60 E-mail signatures 61 VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 53

STATIONERY BACK TO CONTENTS Business cards with the Which business card should I use? Volvo Spread Word Mark I am.../ Volvo only Volvo and other brands I sell and service... 1 Use Volvo-branded business cards when A Volvo-owned 1 Volvo business card. 1 Volvo business card, dealer Very Long Name Very Long Surname Academic Title representing Volvo. Dealer-branded business when representing Volvo Very long job title – covering very many areas Department name | Main department cards are allowed, but not preferred. (mandatory). Volvo business entity name Dealer Company name T. +46 00000000 | M +46 00 00 00 00 very.long.name.very.long.srnamevolvo.com An independent 2 Volvo business card 2 Volvo business card treet address | ilding | rea dealer City tate ip code | Contry ­ebsite.com (preferred). “Authorized (preferred) when dealer for...” should be representing Volvo. included above the “Authorized dealer for...” dealer company name. should be included above the dealer company name. Name Surname 3 Dealer-branded business Job title card with Volvo Spread 3 Dealer-branded business 2 Authorized dealer for Volvo business entity name Dealer Company name Word Mark. card with Volvo Spread T. +00 00 00 00 00 name.surname@volvo.com Word Mark. Street address City, State, Zip code | Country website.com Independent dealers may include the Volvo Spread Word Mark on 3 their business card. Place the Volvo Spread Word Mark in the opposite corner from the dealer logotype. 4 Additional brands. Name Surname Always ensure a clear zone of at Academic title/Job title least 3X the height of the Volvo Dealer company name 123 Any Street, Anytown, Postcode Country Spread Word Mark to any other Telephone: 000 0000 000, Fax: 000 0000 000 firstname.lastname@dealercompany.com logotypes. All brands must be given www.dealercompany.com equal visual status (excluding the dealer logotype, which can be more 3 Checklist prominent). The Volvo Spread Word 4 Mark must never be smaller than • Only use bright white, high quality stationery paper with 20 mm in width. the best environmental credentials. • Present official web addresses (optional), e.g. to corporate, Name Surname market or dealer websites. Do not present social media Academic title/Job title OTHER Dealer company name BRAND or campaign website addresses. 123 Any Street, Anytown, Postcode Country Telephone: 000 0000 000, Fax: 000 0000 000 OTHER • Safeguard that the business cards produced are properly firstname.lastname@dealercompany.com BRAND www.dealercompany.com approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 54

STATIONERY BACK TO CONTENTS Business cards with the Which business card should I use? Volvo Penta Spread Word Mark I am.../ Volvo Penta only Volvo Penta and other brands I sell and service... 1 Use Volvo-branded business cards when A Volvo-owned 1 Volvo Penta 1 Volvo Penta business dealer Very Long Name Very Long Surname Academic Title representing Volvo Penta. Dealer-branded business card. card, when representing Very long job title - covering very many areas Department name | Main department business cards are allowed, but not preferred. Volvo Penta (mandatory). Volvo Penta Dealer Company name T. +46 00000000 | M +46 00 00 00 00 very.long.name.very.long.srnamevolvopenta.com An independent 2 Volvo Penta business 2 Volvo Penta business treet address | ilding | rea dealer City tate ip code | Contry ­ebsite.com card (preferred). card (preferred) when “Authorized dealer for representing Volvo Penta. 2 Volvo Penta” should be “Authorized dealer for included above the dealer Volvo Penta” should be company name. included above the dealer Name Surname Job title 3 Dealer-branded business company name. Authorized dealer for Volvo Penta 3 Dealer Company name card with Volvo Penta Dealer-branded business T. +00 00 00 00 00 name.surname@volvopenta.com Spread Word Mark. card with Volvo Penta Street address Spread Word Mark. City, State, Zip code | Country website.com Independent dealers may include 3 the Volvo Penta Spread Word Mark on their business card. Place the Volvo Penta Spread Word Mark in the opposite corner from the dealer logotype. Name Surname Academic title/Job title 4 Additional brands. Dealer company name 123 Any Street, Anytown, Postcode Country Telephone: 000 0000 000, Fax: 000 0000 000 Always ensure a clear zone of at firstname.lastname@dealercompany.com least 4X the height of the Volvo www.dealercompany.com Penta Spread Word Mark to any other logotypes. All brands must be 3 Checklist given equal visual status (excluding 4 • Only use bright white, high quality stationery paper with the dealer logotype, which can be the best environmental credentials. more prominent). The Volvo Penta Spread Word Mark must never be • Present official web addresses (optional), e.g. to corporate, smaller than 45 mm in width. Name Surname market or dealer websites. Do not present social media Academic title/Job title OTHER Dealer company name BRAND or campaign website addresses. 123 Any Street, Anytown, Postcode Country Telephone: 000 0000 000, Fax: 000 0000 000 OTHER • Safeguard that the business cards produced are properly firstname.lastname@dealercompany.com BRAND www.dealercompany.com approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 55

STATIONERY BACK TO CONTENTS Letterhead with the 1 Volvo letterhead. 1 Volvo Spread Word Mark 2 Independent dealers using Volvo-branded letterheads should Insert full name. ate elect date. Insert full name. ateƒ „elect date. Insert address. Insert address. Insert zipcode and city. Insert zipcode and city. Letters sent to Volvo customers should be include “Authorized dealer for...” Insert country. Insert country. above the line. Volvo-branded. Dealer-branded letterheads Greeting text Greeting text are allowed, but not preferred. 3 Dedicated area for multiple dealer Text example. Text example. addresses, optional. Kind regards, Kind regards, 4 Dealer-branded letterhead with Your signature Your signature Volvo Spread Word Mark. XX YY XX YY Job title Job title Independent dealers may include the Main department name optional Main department name optional Volvo Spread Word Mark on their letterheads. Place the Volvo Spread Word Mark in the opposite corner from the dealer logotype. 3 ocal ealerMaret usiness entity, 5 Additional brands. ocal Maret T. ­€€ €€ €€ €€ €€ ‚‚‚.localmaret.com ocal ealerMaret usiness entity, Always ensure a clear zone of at least 3X ocal Maret T. ­€€ €€ €€ €€ €€ ‚‚‚.localmaret.com ocal ealerMaret the height of the Volvo Spread Word Mark usiness entity, ocal Maret T. ­€€ €€ €€ €€ €€ to any other logotypes. All brands must be ‚‚‚.localmaret.com ocal ealerMaret usiness entity, ocal Maret given equal visual status (excluding the dealer T. ­€€ €€ €€ €€ €€ ‚‚‚.localmaret.com logotype, which can be more prominent). Authorized dealer for Volvo business entity name Authorized dealer for Volvo business entity name Dealer Company name Telep­one €‚‚ ‚‚ ‚‚ ‚‚ ‚‚ …egistered ity, tate, ountry ˆ ˆ Dealer Company name Telep‡one ­€€ €€ €€ €€ €€ Šegistered …ity, „tate, …ountry Ž Ž 2 ity, tate, ip code Mobile €‚‚ ‚‚ ‚‚ ‚‚ ‚‚ …egistration †o. ‚‚‚‚‚‚-‚‚‚‚ 2 …ity, „tate, †ip code Mobile ­€€ €€ €€ €€ €€ Šegistration ‹o. €€€€€€-€€€€ The Volvo Spread Word Mark must never be ountry firstname.lastnameƒ„ol„o.com „ol„o.com …ountry firstname.lastnameˆ‰ol‰o.com ‰ol‰o.com smaller than 20 mm in width. 4 4 Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. • Present official web addresses (optional), e.g. to corporate, market or dealer websites. Do not present social media or campaign website addresses. OTHER BRAND • Safeguard that the letterheads produced are properly OTHER 5 Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com BRAND approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 56

STATIONERY BACK TO CONTENTS Letterhead with the 1 Volvo Penta letterhead. 1 Volvo Penta Spread Word Mark 2 Independent dealers using Volvo-branded letterheads should Insert full name. ate elect date. Œnsert ƒull name. Date: Selet date. Insert address. Œnsert address. Insert zipcode and city. Œnsert Žipode and it. Letters sent to Volvo Penta customers should include “Authorized dealer for Volvo Insert country. Œnsert ountr. Penta” above the line. be Volvo-branded. Dealer-branded letterheads are Greeting text Greeting text allowed, but not preferred. 3 Dedicated area for multiple dealer Text example. Text example. addresses, optional. Kind regards, Kind regards, 4 Dealer-branded letterhead with Your signature Your signature Volvo Penta Spread Word Mark. XX YY XX YY Job title Job title Independent dealers may include the Main department name optional Main department name (optional) Volvo Penta Spread Word Mark on their letterheads. Place the Volvo Penta Spread Word Mark in the opposite corner from the 3 dealer logotype. oal DealerMaret usiness entit, oal Maret T. ­­ ­­ ­­ ­­ ­­ 5 Additional brands. €€€.loalmaret.om oal DealerMaret usiness entit, oal Maret T. ­­ ­­ ­­ ­­ ­­ Always ensure a clear zone of at least 4X €€€.loalmaret.om oal DealerMaret usiness entit, oal Maret the height of the Volvo Penta Spread Word T. ­­ ­­ ­­ ­­ ­­ €€€.loalmaret.om oal DealerMaret usiness entit, Mark to any other logotypes. All brands must oal Maret T. ­­ ­­ ­­ ­­ ­­ €€€.loalmaret.om be given equal visual status (excluding the Authorized dealer for Volvo Penta Authorized dealer for Volvo Penta Dealer Company name Telep­one €‚‚ ‚‚ ‚‚ ‚‚ ‚‚ …egistered ity, tate, ountry ˆ ˆ Dealer Company name Telep‚one ­­ ­­ ­­ ­­ ­­ †egistered ‡it, State, ‡ountr Š (Š) 2 ity, tate, ip code Mobile €‚‚ ‚‚ ‚‚ ‚‚ ‚‚ …egistration †o. ‚‚‚‚‚‚-‚‚‚‚ 2 ‡it, State, ‹ip ode Mobile ­­ ­­ ­­ ­­ ­­ †egistration ˆo. ­­­­­­-­­­­ dealer logotype, which can be more promi- ountry firstname.lastnameƒ„ol„openta.com „ol„openta.com ‡ountr ƒirstname.lastname„…ol…openta.om …ol…openta.om nent). The Volvo Penta Spread Word Mark must never be smaller than 45 mm in width. 4 4 Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. • Present official web addresses (optional), e.g. to corporate, market or dealer websites. Do not present social media or campaign website addresses. OTHER BRAND • Safeguard that the letterheads produced are properly OTHER 5 Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com BRAND approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 57

STATIONERY BACK TO CONTENTS Envelopes with the 1 Volvo envelope. 1 Volvo Spread Word Mark 2 Independent dealers using Volvo-branded envelopes should include “Authorized Use Volvo-branded envelopes when dealer for...” above the dealer company name. corresponding with Volvo customers and prospects. Dealer-branded envelopes 3 Dealer-branded envelope with Volvo Spread Word Mark. are allowed, but not preferred. Independent dealers may include the Volvo Spread Word Mark on their dealer-branded envelopes. Preferably place the Volvo Spread Word Mark in the bottom left corner. Placement of the logotypes is dependent on local postal rules. 2 Authorized dealer for Volvo business entity name 4 Additional brands. Dealer company name Street address | Building | Area City, State, Zip code | Country Always ensure a clear zone of at least 3X the height of the Volvo Spread Word Mark to any other logo- types. All brands must be given equal visual status (excluding the dealer logotype, which can be more prominent). The Volvo Spread Word Mark must never be smaller than 20 mm in width. 3 3 Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. OTHER OTHER • Safeguard that the envelopes produced are properly approved 4 BRAND BRAND prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 58

STATIONERY BACK TO CONTENTS Envelopes with the 1 Volvo Penta envelope. 1 Volvo Penta Spread Word Mark 2 Independent dealers using Volvo-branded envelopes should include “Authorized Use Volvo-branded envelopes when dealer for Volvo Penta" above the dealer company name. corresponding with Volvo Penta customers and prospects. Dealer-branded envelopes 3 Dealer-branded envelope with Volvo Penta Spread Word Mark. are allowed, but not preferred. Independent dealers may include the Volvo Penta Spread Word Mark on their dealer-branded envelo- pes. Preferably place the Volvo Penta Spread Word Mark in the bottom left corner. Placement of the logotypes is dependent on local postal rules. 2 Authorized dealer for Volvo Penta 4 Additional brands. Dealer company name Street address | Building | Area City, State, Zip code | Country Always ensure a clear zone of at least 3X the height of the Volvo Penta Spread Word Mark to any other logotypes. All brands must be given equal visual status (excluding the dealer logotype, which can be more prominent). The Volvo Penta Spread Word Mark must never be smaller than 45 mm in width. 3 3 Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. OTHER OTHER • Safeguard that the envelopes produced are properly approved 4 BRAND BRAND prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 59

STATIONERY BACK TO CONTENTS Invoices with the 1 Independent dealers using 2 Volvo Spread Word Mark Volvo-branded invoices should include “Authorized dealer for...” above the dealer company name. Invoice Invoices sent to Volvo customers should be 2 Volvo invoice. Volvo-branded. Dealer-branded invoices are allowed, but not preferred. 3 Dealer-branded invoice with Volvo Spread Word Mark. Independent dealers may include the Volvo Spread Word Mark on their invoices. Place the Volvo Spread Word Mark in the opposite corner from the dealer logotype. 4 Additional brands. Always ensure a clear zone of at least 3X the height of the Volvo Spread Word Mark to any other logotypes. All brands must be given equal visual status (excluding the dealer logotype, which can be more prominent). The Volvo Spread Word Mark must never be smaller than 20 mm in width. 1 Authorized dealer for Volvo business entity name Dealer Company name Telephone +00 00 00 00 00 eistered City, State, Country   City, State, Zip code Mobile +00 00 00 00 00 eistration o. 000000-0000 Country firstname.lastname@volvo.com volvo.com 3 3 Invoice Invoice Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. OTHER BRAND 4 • Safeguard that the invoices produced are properly approved OTHER Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com BRAND prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 60

STATIONERY BACK TO CONTENTS Fax sheets with the 1 Volvo or Volvo Penta fax sheet. 1 1 Volvo Spread Word Mark or 2 Independent dealers using Volvo-branded fax sheets should T ­ T ­ Number of pages (incl. this page): Number of pages (incl. this page): Volvo Penta Spread Word Mark include “authorized dealer for Date: Date: Volvo business entity name or To: From: To: From: Volvo Penta” above the line. Company Company Company Company Fax messages sent to Volvo or Volvo Penta Name Name Name Name Department Department Department Department customers should be Volvo-branded. 3 Dealer-branded fax sheets, Volvo. Telephone Telephone Telephone Telephone Telefax Telefax Telefax Telefax Dealer-branded fax sheets are allowed, but Independent dealers may include the Volvo In case of illegible or missing pages, please notify sender immediately. Than you In case of illegible or missing pages, please notify sender immediately. Than you Please note: The information contained in this facsimile message is priileged and confidential and is Please note: The information contained in this facsimile message is priileged and confidential and is Spread Word Mark on their dealer-branded intended only for the use of the indiidual named aboe. If the recipient is not the intended recipient, you are intended only for the use of the indiidual named aboe. If the recipient is not the intended recipient, you are not preferred. hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. If hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. If fax sheets. Place the Volvo Spread Word you hae receied this communication in error, please notify us immediately by telephone and return the you hae receied this communication in error, please notify us immediately by telephone and return the original message to us ia the postal serice. original message to us ia the postal serice. Mark in the opposite corner from the dealer logotype. Always ensure a clear zone of at least 3X the height of the Volvo Spread Word Mark to any other logotypes. All brands must be given equal visual status (excluding the dealer logotype, which can be more prominent). The Volvo Spread Word Mark must never be smaller than 20 mm in width. 4 Dealer-branded fax sheets, 2 Authorized dealer for Volvo business entity name 2 Authorized dealer for Volvo Penta Dealer Company name Telephone ƒ„„ „„ „„ „„ „„ ‡egistered City, €tate, Country Dealer Company name Telephone ƒ„„ „„ „„ „„ „„ ‡egistered City, €tate, Country Volvo Penta. City, €tate, ‚ip code …obile ƒ„„ „„ „„ „„ „„ ‡egistration No. „„„„„„-„„„„ City, €tate, ‚ip code …obile ƒ„„ „„ „„ „„ „„ ‡egistration No. „„„„„„-„„„„ Country firstname.lastname†olo.com olo.com Country firstname.lastname†olopenta.com olopenta.com Independent dealers may include the Volvo Penta Spread Word Mark on their dealer-branded fax sheets. Place the Volvo 3 4 Penta Spread Word Mark in the opposite corner from the dealer logotype. Always ensure a clear zone of at least 4X the height T ­ T ­ of the Volvo Penta Spread Word Mark to Number of pages (incl. this page): Number of pages (incl. this page): Date: Date: any other logotypes. All brands must be To: From: To: From: given equal visual status (excluding the Company Company Company Company Name Name Name Name Department Department Department Department dealer logotype, which can be more Telephone Telephone Telephone Telephone prominent). The Volvo Penta Spread Word Telefax Telefax Telefax Telefax In case of illegible or missing pages, please notify sender immediately. Than you In case of illegible or missing pages, please notify sender immediately. Than you Please note: The information contained in this facsimile message is priileged and confidential and is Please note: The information contained in this facsimile message is priileged and confidential and is Mark must never be smaller than 45 mm intended only for the use of the indiidual named aboe. If the recipient is not the intended recipient, you are intended only for the use of the indiidual named aboe. If the recipient is not the intended recipient, you are hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. If hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. If you hae receied this communication in error, please notify us immediately by telephone and return the you hae receied this communication in error, please notify us immediately by telephone and return the in width. original message to us ia the postal serice. original message to us ia the postal serice. Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. • Safeguard that the invoices produced are properly approved Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com Postal Adress 123 Any Street Anytown, Postcode Country. Tel: 000 0000 000. www.webaddress.com prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 61

STATIONERY BACK TO CONTENTS Compliment slips with the 1 Volvo compliment slips. 1 3 3 Volvo Spread Word Mark 2 Independent dealers using Volvo- branded compliment slips should Compliment slips used in correspondence include “Authorized dealer for...” above the dealer company name. with Volvo customers should be Volvo-branded. Compliment slips may be personalized. 3 Dealer-branded compliment slips with Volvo Spread Word Mark. Name Surname Name Surname Academic title/Job title Academic title/Job title OTHER Dealer-branded compliment slips are allowed, Dealer company name Dealer company name BRAND Independent dealers may include the Volvo 123 Any Street, Anytown, Postcode Country 123 Any Street, Anytown, Postcode Country 4 Telephone: 000 0000 000, Fax: 000 0000 000 Telephone: 000 0000 000, Fax: 000 0000 000 OTHER firstname.lastname@dealercompany.com firstname.lastname@dealercompany.com BRAND but not preferred. Spread Word Mark on their dealer-branded www.dealercompany.com www.dealercompany.com compliments slips. Place the Volvo Spread Word Mark in the opposite corner from the dealer logotype. Name Surname Job title Department name | Main department 2 4 Authorized dealer for Volvo business entity name Additional brands. Dealer Company name T. +46 00000000 | SMS +46 00 00 00 00 name.surname@volvo.com Always ensure a clear zone of at least 3X Street address | Buildin | rea it State ip code | ountr website.com the height of the Volvo Spread Word Mark to any other logotypes. All brands must be given equal visual status (excluding the dealer logotype, which can be more prominent). The Volvo Spread Word Mark must never be 1 smaller than 20 mm in width. Name Surname Job title Department name | Main department 2 Authorized dealer for Volvo business entity name Dealer Company name T. +46 00000000 | SMS +46 00 00 00 00 very.long.name.very.long.surnamevolvo.com Street address | uilding | rea ity State ip code | ountry website.com 3 3 Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. Name Surname Name Surname Academic title/Job title Academic title/Job title OTHER Dealer company name Dealer company name BRAND 123 Any Street, Anytown, Postcode Country 123 Any Street, Anytown, Postcode Country 4 • Safeguard that the compliment slips produced are properly Telephone: 000 0000 000, Fax: 000 0000 000 Telephone: 000 0000 000, Fax: 000 0000 000 OTHER firstname.lastname@dealercompany.com firstname.lastname@dealercompany.com BRAND www.dealercompany.com www.dealercompany.com approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 62

STATIONERY BACK TO CONTENTS Compliment slips with the 1 Volvo Penta compliment slips. 1 3 3 Volvo Penta Spread Word Mark 2 Independent dealers using Volvo- branded compliment slips should Compliment slips used in correspondence include “authorized dealer for Volvo Penta” above dealer company name. with Volvo Penta customers should be Volvo-branded. Compliment slips may be 3 Dealer-branded compliment slips with Volvo Penta Spread Name Surname Name Surname Academic title/Job title Academic title/Job title OTHER personalized. Dealer-branded compliment Word Mark. Dealer company name Dealer company name BRAND 123 Any Street, Anytown, Postcode Country 123 Any Street, Anytown, Postcode Country 4 Telephone: 000 0000 000, Fax: 000 0000 000 Telephone: 000 0000 000, Fax: 000 0000 000 OTHER firstname.lastname@dealercompany.com firstname.lastname@dealercompany.com BRAND slips are allowed, but not preferred. Independent dealers may include the www.dealercompany.com www.dealercompany.com Volvo Penta Spread Word Mark on their dealer-branded compliments slips. Place the Volvo Penta Spread Word Mark in the Name Surname o title opposite corner from the dealer logotype. epartment name | Main department 2 Authorized dealer for Volvo Penta Dealer Company name T. +46 00000000 | SMS +46 00 00 00 00 name.surname@volvopenta.com 4 Additional brands. Street address | Building | Area City State ip code | Country esite.com Always ensure a clear zone of at least 4X the height of the Volvo Penta Spread Word Mark to any other logotypes. All brands must be given equal visual status (excluding 1 the dealer logotype, which can be more prominent). The Volvo Penta Spread Word Mark must never be smaller than 45 mm in width. Name Surname Job title Department name | Main department 2 Authorized dealer for Volvo Penta Dealer Company name T. +46 00000000 | SMS +46 00 00 00 00 name.surname@volvopenta.com Street address | Buildin | rea it State ip code | ountr website.com 3 3 Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. Name Surname Name Surname Academic title/Job title Academic title/Job title OTHER Dealer company name Dealer company name BRAND 123 Any Street, Anytown, Postcode Country 123 Any Street, Anytown, Postcode Country 4 • Safeguard that the compliment slips produced are properly Telephone: 000 0000 000, Fax: 000 0000 000 Telephone: 000 0000 000, Fax: 000 0000 000 OTHER firstname.lastname@dealercompany.com firstname.lastname@dealercompany.com BRAND www.dealercompany.com www.dealercompany.com approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 63

STATIONERY BACK TO CONTENTS E-mail signatures Name Surname Name Surname Volvo-owned dealers Job title Job title E-mails sent to Volvo cust omers should contain a Volvo e-mail signature. Volvo business entity name Volvo Penta Department | Main deartment Department | Main deartment Independent dealers T. +46 123 45 67 | Additional number T. +46 123 45 67 | Additional number Independent dealers must use their own Street address | City, State, Zip | Country Street address | City, State, Zip | Country e-mail signatures. They should not use the name.surname@volvo.com name.surname@volvopenta.com Volvo Spread Word Mark or the Volvo Penta volvo.com volvopenta.com Spread Word Mark or write “authorized dealer for...” in their signatures. Optional online point of interaction, such as official media accounts, can be added below the logotype (respecting the clear zone), either as icons like in the illustrations or url links. It is allowed to add up to four business driven and brand compliant e.g, SoMe links, badges etc. with icons. Maximum size of each icon is 24 pt. NOTE: Nothing else may be added (no icons, logos, banners, images etc., neither external, personal nor internal material). Checklist • Do not include taglines, marketing messages or quotes. • Do not include images, graphic elements or animations. Such elements will increase e-mail size. Images may also be blocked by anti-virus software, rendering an empty box with a red X in the e-mail message. • If including social media icons, only use official logotypes for respective media to respect the individual brands. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 64

BACK TO CONTENTS 5. Name tags and badges Name tags and badges Name tags 63 A consistent look and feel of name tags and badges makes Badges 64 it easy to identify Volvo representatives and contributes to a trustworthy and professional impression. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 65

NAME TAGS AND BADGES BACK TO CONTENTS Name tags in paper or metal Always make sure that all details presented Volvo-branded name tag Volvo-branded name tag Dealer-branded name tag are current and correct, and that the material, with dealership logotype dealer-specific typefaces and identity printing, and finish are of the highest quality. Name tags Dealerships with no visual identity of their in paper own can use Volvo-branded name tags. Longer Name Longer Surname Name Surname Longer Name It is also possible to add the Volvo Spread Longer Surname Word Mark or Volvo Penta Spread Word Mark Job title/Qualifications Job title/Qualifications Volvo BA/GF/TD Dealer company name Title to dealer-branded name tags. Insure proper clear zones. Longer Name Longer Surname Name Surname Longer Name Longer Surname Job title/Qualifications Job title/Qualifications Volvo BA/GF/TD Dealer company name Title Name tags in metal Longer Name Longer Name Longer Surname Name Surname Longer Surname Job title/Qualifications Job title/Qualifications Volvo BA/GF/TD Dealer company name Title Checklist • Only use bright white, high quality stationery paper with the best environmental credentials. Longer Name Longer Name Longer Surname Name Surname Longer Surname • Present official web addresses (optional), e.g. to corporate, Job title/Qualifications Job title/Qualifications market or dealer websites. Do not present social media Volvo BA/GF/TD Dealer company name Title or campaign website addresses. • Safeguard that the business cards produced are properly approved prior to final production and distribution. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 66

NAME TAGS AND BADGES BACK TO CONTENTS Badges Use Volvo-branded badges when representing Volvo-branded badges Volvo-branded badges Dealer-branded badges Volvo. Always make sure that all details with dealership logotype dealer-specific typefaces and identity presented are current and correct, and the material, printing and finish are of the highest quality. Independent dealers may use their own visual identity or Volvo-branded badges. Name Event name Longer Name Surname It is also possible to add the Volvo Spread Longer Surname Word Mark or Volvo Penta Spread Word Mark Longer Name Longer Surname Optional title Group 2 to dealer-branded name tags. Ensure proper clear zones. G2 Longer Name Event name Event name Longer Surname on two lines Longer Name Optional title Name Surname Longer Surname Checklist • Size is flexible. Adapt to the amount of information that is needed on the badge. Maintain margins and distances. • Paper badges must be white and are not allowed to contain a background color or image. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 67

BACK TO CONTENTS 6. Events and sponsorships Events and sponsorships Events 66 Events are a great opportunity to activate the Volvo brand and brand Sponsorships 67 collaborations are alliances created in order to establish a higher perceived customer value from a functional, emotional and/or visual perspective. VOLVO EXPERIENCE AND IDENTITY GUIDELINE– DEALER EDITION JANUARY 2022 68

EVENTS AND SPONSORSHIPS BACK TO CONTENTS Activate the Volvo brand through events Events are a perfect example of the explore perspective in our brand management approach (see Core and explore). At an event, all core principles and elements must be adhered to. But, how these are activated at a specific event – digital or analogue – is decided by the event responsible, close to customer or stakeholder. That way, we secure that the Volvo brand is distinct through core and attractive/relevant to the event participant in a specific context and culture. Meaning, there are no global, centrally produced guidelines for how to set up a Volvo event. Instead, follow the guidelines for the Volvo core elements as presented in this document and use your expertise about your current and future customers to tailor the event based on their needs and expectations. You are empowered to bring the Volvo brand to market! VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 69

EVENTS AND SPONSORSHIPS BACK TO CONTENTS Activate the brand through Principles for Volvo logotypes in sponsorships 3X 3X 4X 4X sponsorships The minimum clear zone shall be equal to 3X X X the height of the Volvo Spread Word Mark and 3X 3X 4X 4X Sponsorships are an integral part of the overall 4X the height of the Volvo Penta Spread Word Mark. marketing mix and a tool for escalating the Volvo 3X 3X 4X 4X brand by reinforcing the aspired perception and If possible, a double clear zone is preferred OTHER OTHER BRAND BRAND build or deepen relationships with customers when placing the Volvo logotypes next to other and stakeholders. This for both commercial and logotypes. corporate purposes, e.g.. drive sales, increase The Volvo logotypes and other brand logotypes employer attraction, showcase commitments. 3X 4X may be separated by a thin, black line centered between the logotypes. 3X The Volvo Sponsorship Strategy, issued by 4X OTHER the Brand Management Department at The business descriptor and/or tagline for an BRAND individual business is not allowed in direct con- OTHER Volvo Group Headquarters (BEX) provides BRAND the overall sponsorship direction while the nection to the Volvo logotypes (Spread Word Mark or Iron Mark). following principles apply for brand exposure. 2X 3X 3X For large and narrow and special applications X X the following exceptions to the clear zone rules 2–3X 2X 3-4X 3-4X apply for sponsorship and collaborations: • Clear space 2X above and below the logo- type + 2–3X to the sides for large advertising boards and special formats, width 5+ meters. Visual balance and other elements to consider X 0,5X Additional guidance determine if 2 or 3X clear zone to the sides work better. For Volvo Penta 3X +3–4X apply. 4–6X 4–6X When Volvo Group or other Volvo entities is in sponsorship, or in partner- Use white or black background with contrasting ship of the same event as Volvo Cars (or another Volvo entity) the Volvo logotype. Spread Word Mark is used – one for both parties. Clarification regarding 1X the specific entity involved is kept to the activation of the sponsor-/partner- X ship and/or separate texts elsewhere on a website for example. • Clear space 0,5X top and bottom + 4–6X left and right for wide narrow LED animated arena 6–8X 6–8X Exception: if there is no opportunity to communicate besides the logotype banners. For Volvo Penta 1X +6–8X apply. on e.g. a website the Volvo Spread Word Mark with a corporate identit- fier/business descriptor can be allowed in rare cases. No exceptions are White logotype on black background is recom- allowed unless approved by the Brand management department at Volvo mended for better visibility. Group HQ (BEX). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 70

EVENTS AND SPONSORSHIPS BBAACKCK T TOO C CONTENTONTENTSS Approved applications to establish the sponsorship • Use activation, staff or product presence to show presence. • Use the logotype in combination with an image of a product or service. • Use a descriptive text presenting Volvo and the business entity or offering. • Use a speaker. • Use the text “Sponsored by Volvo Business Entity” in Volvo Novum instead of a logotype. • Use the text “Sponsored by Volvo Business Entity” in Volvo Sponsored by Novum clearly separated from the logotype. Volvo Buses Mockup Storsklyt Vasaloppet 8,8 x 2 meter Fri yta: 3X VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION SEPTEMBER 2021 71

BACK TO CONTENTS Interior principles Although the shapes and sizes of our facilities vary greatly, as do the nature of our operations, one shall always feel an instant connection to Volvo when visiting us worldwide. The Volvo interior look & feel is more than just a logotype and a poster on wall. Furniture, lighting, efficiency level, scent and sound are all examples of elements that speak to our senses and contributes – consciously or unconsciously – to the Volvo brand impression. May it be a corporate office, a production site, an exhibition area, a recording studio or a dealership, the recognition of the Volvo interior style shall be evident no matter the place or context. We achieve this by leaning on the principles of Scandinavian interior design according to the Volvo Design Philosophy. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 72

INTERIOR PRINCIPLES BACK TO CONTENTS A creative and welcoming feeling We want to host welcoming and creative environments where customers, suppliers, colleagues, and other stakeholders fully can experience the Volvo culture and identity. Our Scandinavian origin combined with our brand history give Volvo its values, culture and uniqueness. Scandinavian design Our interior philosophy stems from our Scandinavian heritage and the very same overarching design principles of credibility, humanism and functionality that guide our product and service designs. By applying the same principles to our indoor spaces, we stay true to our core values and help build a consistent brand experience throughout all touchpoints. The essence of Scandinavian interior design translates into clean and simple lines, minimalism and taking advantage of natural light. The style focuses on light, muted, earthy colors and embraces the use of natural materials. Exposed floors dominate but the space may be softened by neutral rugs and other textiles. Without sacrificing beauty, functionality is key. The fundamentals of Scandinavian interior design: • Functionality • Simplicity • Sustainability • Clean lines • Natural materials, e.g. wood and stone • Natural light • Neutral, muted colors • Greenery • Softening textiles NOTE: This chapter has a look & feel approach and no intention to propose exact colors, shapes, furniture pieces, exhibition artwork or similar. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 73

INTERIOR PRINCIPLES BACK TO CONTENTS Interior color and material mood board This mood board is for interior design purposes. We focus on neutral, muted colors and natural materials that offer a long life-cycle. Combine material sets from the chart to create an appealing, dynamic vibe. Mix a few. Avoid using all the shades in one single space as it will leave a cluttered, uncalm impression. Please note that the Volvo color palette is developed for digital and print and shall not be applied to interior projects. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 74

INTERIOR PRINCIPLES BACK TO CONTENTS Concept development Let the user profile, space dimensions and functionality lead the way when applying the Scandinavian interior design principles to your project. Who will use the space and what sort of activities should be accommodated? Are collaborative seating arrangements and proper workstations required, or will a lounge sofa do? Will users generally wear workwear, leisurewear, or business attire? What color and type of fabric from the mood board will be optimal? Time well spent The time customers and visitors spend with us is precious. Continuously look for ways to facilitate efficiency and make the overall interior experience comfortable as well as interesting. The progressive technological advancements we bring to the transport industry should also be reflected in how we manage our facilities. Based on space and user profile, consider for example providing: • WiFi access • Coffee and tea • Waste recycling opportunities • Digital check-in systems • Air quality monitoring • Digital wayfinding solutions • Work stations with charging facilities • Silent areas/booths • Engaging information/content via digital interfaces rather than printed material, e.g. Digital Information Boards (DIBs). Always try to go beyond expectations when improving the visitor experience. NOTE: Contact your local BIM (Business infrastructure manager) to install and connect to the Digital Information Boards software used by Volvo. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 75

INTERIOR PRINCIPLES BACK TO CONTENTS Layout and design considerations • The interior layout shall be based on based on function, needs and aspired output. • The interior layout shall reflect openness and inclusiveness. • Our interior design shall be modern, inspiring and with a clear influence of Volvo’s foundation and inspiration. • Our interior design shall encourage dialogue and collaboration. • Our interior environments shall be designed to achieve healthy work conditions. • Our interior design shall leverage the benefits of diversity. • Our interior spaces shall strive for digitalization and reduction of paper consumption. • Green plants uphold a connection to nature as well as giving a welcoming vibe. • Evaluate options of how to maximize the use of space by including flexible furniture that serves multiple functionality requirements. • Consider using height dimensions of the space to add interesting proportions, e.g. raised seating platforms. • Avoid over-decorating – Keep it simple. • Avoid placing all elements lined up against a wall. • Never incorporate Volvo blue in interior elements. • Always keep your areas clean and tidy. Dealer specifics More specific information regarding dealer interiors and front office profiling is under development. However, please note that: • Current Interior signage program and wooden backdrop is still valid. New Volvo signage program to be launched in 2023. • Previous look & feel guidance concerning shop and display furnishing as well as reception desk for dealers is still valid. Back-office spaces The Volvo Group Real Estate – Future Workplace team offers extensive • Updated examples of furniture look & feel is under development. Previous furniture guidance documents are obsolete and not valid anymore. additional material on the Activity Based Working methodology (ABW). Please contact brand@volvo.com for further support. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 76

BACK TO CONTENTS 7. Exteriors at dealerships Exteriors at dealerships Before getting started 70 The welcoming impression starts once customers have turned off the main Planning and installing exterior signage 71 road and onto the dealership premises. Signs and lanes show them where to Promote main Volvo business park and, once out of their vehicles, they easily find the way to the reception. or several Volvo business entities on the facade 72 Representing several Volvo business entities 73 The entrance itself is open and inviting. And all around, the buildings and Representing several brands 74 grounds look professional and well maintained. Facade clear zones 75 Signage clear zones 76 A Volvo signage program renewal project is initiated with the ambition for new signs Facades and lighting 77 to be available for ordering in 2023. In the intermediate time period leading up to the Flags and additional signs 78 launch of the new program, a modest signage investment approach is recommended. Basic principles 79 Small dealership 80 The recommendation is that only clearly worn-out and faulty signs or signs of potential Medium/Large dealership 81 danger are to be replaced as of now. Functional, well-looking Volvo signs, regardless Things to consider 82 deviation from current guidelines, may be kept to safeguard business investments. Do not 83 Projects involving new facilities with lack of existing signs may undertake a modest approach when ordering. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 77

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Before getting started The following checklist is valid for all types of facilities. For more Principles for large and medium Volvo dealers: information and available exterior signs, see the Volvo Signage Program. • Preferably place a Volvo pylon at the entrance*. • Only official Volvo signs from approved suppliers are allowed to • Preferably place Volvo flags at the entrance (in uneven numbers). present the Volvo brand. • Secure correct building permits. • Place either the Volvo Iron Mark lettering sign or Volvo wall sign on the facade. If the Volvo wall sign is chosen, a Volvo Iron Mark entrance pylon must be placed • Follow local laws and restrictions. at the front door. • Always respect the clear zone of each sign. • At large and medium Volvo dealerships, the Volvo far distance sign is optional. • Never incorporate Volvo Blue in a dealer’s own logotype (exception Volvo Truck Center). Principles for small Volvo dealers: • Never use the Volvo Blue color on buildings, or parts of buildings, • Where possible, follow the principles for large and medium dealerships. in display windows, window frames, entrances or similar. Minimum is Volvo Iron Mark lettering sign or Volvo wall sign and Volvo • Make sure that all signs are easy to see and read, and not obscured Iron Mark entrance pylon. by trees, other signs or light sources. • At small dealerships flags are preferred but optional. • Volvo business entity names shall be in English.* • At all times, make sure the exterior looks clean, tidy and uncluttered. Principles for Volvo Penta dealers: • The curved Volvo Penta wall sign is mandatory when Volvo Penta is * For legal reasons there are exceptions from this rule in some markets. the main or only Volvo business entity on the site. • The Volvo Iron Mark is never allowed on a Volvo Penta site unless Volvo Trucks, Volvo Buses or Volvo Construction Equipment are represented as well. • At small Volvo Penta dealerships flags are preferred but optional. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 78

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Planning and installing exterior signage With the correct use of signs and flags, visitors Effective visibility range of signage – sign placement guide immediately know that they have arrived at the right place. Always consider road and traffic flow when Close readability Mid readability Far readability placing signs. Ensure that the Volvo brand 16m Volvo iron mark lettering signs Double-sided far distance sign is effectively showcased. Take into consideration 14m visibility range and driving speeds. Presenting 2400 mm VVolvo Tolvo Trucks & Busesrucks & Buses VlVolvo TkTrucks & BBuses a Volvo sign on the primary facade is mandatory. 12m To increase recognition and visibility, a Volvo 1600 mm VVolvo Tolvo Trucks & Busesrucks & Buses 10m sign can also be exposed on other facades. VlVolvo TkTrucks &B& Buses Pylon 8m 1200 mm VVolvo Tolvo Trucks & Busesrucks & Buses VlVolvo TkTrucks &&B Buses 6m 4m Entrance pylon 2m 10m 20m 50m 100m 5001000m Visible range to sign VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 79

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Promote main Volvo business Main business on the facade or several Volvo business entities on the facade As a dealer you can choose to present either your main Volvo business or your complete Volvo offer on the facade. You know what suits your business best. If you choose to present only the main Volvo business, all Volvo business entity names must be listed on the blue Volvo Directional sign. Further information can be found here >> When you choose to present only the main Volvo business on the Volvo Iron Mark lettering sign, the other Volvo business entity names shall be listed on the blue directional sign and the entrance pylon, see page X. Several businesses on the facade Additional guidance • When you represent more than one Volvo business (e.g. Volvo Trucks and Volvo Construction Equipment), it is your decision which main facade sign to use. • For more information and available sizes for each sign, see the Volvo Signage Program. Several Volvo business entity names may be presented on the Volvo Iron Mark lettering sign. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 80

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Representing several Volvo business entities Volvo pylons Allowed Volvo business entity names on the sub-sign include: To clarify for visitors that your dealership sells – Volvo Trucks Blue directional sign and/or services more than one Volvo business, – Construction Equipment All represented Volvo business entities may be listed on the blue directional sign. the Volvo business entity names can be presented – Volvo Buses Follow the same principles for allowed – Volvo Trucks & Buses business entity names as for the Volvo on exterior signage as outlined on this page. When several business entities are represented entrance pylon. at the dealership (except for Volvo Trucks & Maximum ten lines of information text Buses) the sub-sign is omitted. are allowed on the blue directional sign. Volvo entrance pylon vs. dealer entrance pylon Volvo Penta entrance pylon You can decide if you want a Volvo Volvo Penta shall have a separate entrance entrance pylon or a dealership-branded. pylon. However, when there is not sufficient Your dealership logotype is not allowed space, the Volvo Iron Mark entrance pylon on the Volvo entrance pylon. The Volvo with the Volvo Penta word mark logotype Iron Mark is not allowed on your dealer can be used. Opening hours can be added entrance pylon. Opening hours can be to the blue surface. added to the blue surface. Volvo entrance pylons Allowed Volvo business entity names below the Volvo Iron Mark include: – Volvo Trucks – Volvo Trucks & Buses – Construction Equipment Construction Equipment Additional guidance – Volvo Buses – Volvo Trucks Construction Equipment • For examples on how to present several brands together, see – Volvo Trucks & Buses the multi-brand section on Brand Center, Violin. – Volvo Buses Construction Equipment • For more information and available sizes for each sign, see the Volvo Signage Program. Opening hours can be added to the blue surface. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 81

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Representing several brands For space reasons or other, there is sometimes Basic principles for multi-brand situations a need to showcase several different brands on • Each brand uses signage from their respective the same signage unit. The Volvo Signage Program single-brand signage program, as applicable offers generic signs that can be used for this (facade, poles, pylons, etc.). purpose. Those generic multi-brand signs are the only elements in the Volvo Signage Program on • Decisions on size combinations and sort ordering which other trademarks are permitted. are commercial business decisions, taken close to customer. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 82

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Facade clear zones Minimum 1/3X Y Minimum 1Y Minimum 1/3X At all times, the exterior must look clean, tidy X and uncluttered. Signs must be easy to see and reed, not obscured by other signs or light Minimum 1/3X Volvo Iron Mark lettering sign sources. Follow local laws and restrictions, • Clear zone to building corners, the roof, secure correct building permits. windows etc equals minimum one third of the X height of the Volvo Iron Mark. • When a dealership sign or other complementary brand signs (non-Volvo Group) is placed on the same facade as the Volvo Iron Mark lettering sign, the clear zone must be at least the length of the Volvo Iron Mark lettering sign (Y). Exception is made for small buildings with a Volvo Construction Equipment lettering sign; minimum clear zone equals 2 x Volvo in lettering. Minimum 2X Y Minimum 2Y Minimum 2X Volvo and Volvo Penta wall sign • Clear zone to building corners, the roof, X windows etc equals minimum the double X height of the Volvo Word Mark. Minimum 2X • When a dealership sign or other complementary brand signs (non-Volvo Group) is placed on the same facade as the Volvo or Volvo Penta wall sign, the clear zone must be at least double the length of the Volvo or Volvo Penta wall sign (Y). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 83

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Signage clear zones Avoid a cluttered impression by keeping signs clearly separated. Always respect the clear zone of each sign. Far distance signs and pylons • The clear zone’s radius equals the height of the sign. • No other signage or buildings may be placed within the clear zone of the the sign. Flagpoles • The minimum distance between flagpoles in a group of flags is equal to the width of the flag or banner used. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 84

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Facades and lightning All facades should be off-white or light grey, since bright and neutral backgrounds make the Facade colors signage stand out clearly. Lighting is vital for the overall impression of a dealership. It creates Off-white Light grey a warm and inviting atmosphere, and makes the dealership easier to locate. Good lighting also makes the site feel safe and secure. Key functions such as entrance areas, signage, facades, driveways, etc. need to be clearly defined and equipped with sufficient lighting. Invest in energy-efficient lamps such as LED to reduce energy consumption. Additional guidance • More detailed information, such as color codes for facade wall and roof, is provided in the Dealer Facility Standards document. Please contact brand@volvo.com for access. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 85

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Flags and additional signs Flags Keep in mind that not all signs and details are presented in the scenarios in this document. In addition there are also alternate flags, secondary signs and service bay numbers. For more details, see the Volvo Signage Program. Volvo banner and company flags Use either Volvo banner flags or Volvo company flags. The two types of flags must never be mixed. Keep the Volvo flags grouped together and separated from your dealership flags and other brand flags. Place sets of three, five or seven flagpoles in a line or in a group. Flags should be kept clean and changed regularly. Local flagging routines apply. Signs Secondary entrance sign Service bay numbers Make sure that you provide sufficient information Wall-mounted service bay numbers, above the bay entrance, on dedicated signs at secondary entrances. are functional and make a professional impression. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 86

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Summary of exterior principles • As a dealer you can choose to present your main Volvo business. Keep Volvo and other brands’ signage separate Further information can be found here >> • Maintain sufficient clear zones between Volvo signage, • If there is sufficient space, the Volvo Iron Mark lettering sign or Volvo dealership signage and complementary brands’ signage. wall sign can be placed on multiple facades to increase recognition • Orient the different brand’s signage components towards and visibility. different sides of the premise (e.g. pole signs and flags). • When you choose to present only the main Volvo business entity • Preferably place Volvo signage on one side of the facade and on the facade, all represented Volvo businesses shall be listed on your dealership/complimentary brands’ signage on the other the blue Volvo directional sign. side. Preferably align wall signs horizontally on the facade • When several business entities are represented at the dealership and keep them clearly separated from each other. (except for Volvo Trucks & Buses) the sub-sign is omitted on the • Complementary brands’ signage may be placed in a group Volvo pylon and the far distance sign. only if their individual guidelines allow. Consider stacking • To provide on-site direction, the optional Volvo Blue or grey complementary wall signs when it is not possible to align directional sign is available. them horizontally. • For small dealerships flags are preferred but optional. • The generic multi-brand signs are the only elements in the Volvo Representing Volvo without your own dealership identity Signage Program on which other trademarks are permitted. If you are an independent authorized dealer without your own visual identity, or choose not to use your own visual identity program, you may use the Volvo identity program. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 87

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Small dealership This example displays proper placement of Volvo 1 Volvo pylon 4 Volvo Iron Mark lettering sign 7 Entrance pylons and dealer signage at a dealership that represents one The most prominent identification The Volvo Iron Mark lettering sign is The entrance pylon, with the illuminated or more Volvo business entities (Volvo Construction for the Volvo brand is used to mark placed on the opposite side of your Volvo Iron Mark and the Volvo Penta Equipment and Volvo Penta is used as an example) as the entrance gate to the dealership. dealership name sign (alternatively entrance pylon should preferably be The name of the Volvo business is a Volvo wall sign may be used). placed in front of the main entrance to well as other complementary brands. It is allowed to list presented on the sub-sign. Respect clear zones. the reception area. complementary brands on the Volvo multi-brand signage, or present them on separate non-Volvo signs from the 2 Volvo flags 5 Volvo wall sign 8 Multi-brand main exterior pylon complementary brand’s dedicated signage program. One or two sets of banner flags, with The Volvo wall sign is placed on the Complementary brands, such as tires three flags in each set, enhance the opposite side of your dealership and oil makers, may be listed below Volvo identity on the site. name sign. The business entity name the Volvo Word Mark logotype on can bepresented on the sub-sign the silver-colored multi-brand main 3 Dealer logotype (optional). exterior pylon. Your dealership name Your dealership sign/logotype is or logotype may appear at the top placed on the facade by the entrance. 6 Volvo Penta wall sign of this sign. Volvo Penta needs a separate wall sign. 9 Complementary brands Present complementary brands on separate signs, clearly separated from the Volvo signs. 2 2 3 6 3 4 6 5 9 9 7 7 1 8 2 8 VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 88

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Medium/Large dealership This example displays proper placement of Volvo and 1 Volvo pylon 5 Volvo Penta wall sign 8 Volvo far distance sign dealer signage at a dealership that represents two or The most prominent identification Volvo Penta needs a separate The optional far distance sign is more Volvo business entities (Volvo Trucks, Volvo for the Volvo brand is used to mark wall sign. designed to be seen from a great Construction Equipment and Volvo Penta are used the entrance gate of the dealership. distance and to guide visitors from 6 Entrance pylons e.g. a highway to the dealership. as examples) as well as other complementary brands. 2 Volvo flags The entrance pylon, with the It is allowed to list complementary brands on the Volvo One or two sets of flags, with illuminated Volvo Iron Mark and 9 Multi-brand main exterior pylon multi-brand signage, or present them on separate five flags in each set, enhance the Volvo Penta entrance pylon Complementary brands, such as non-Volvo signs from the complementary brand’s the Volvo identity on the site. should preferably be placed in tires and oil makers, may be listed front of the main entrance to in text below the Volvo Word Mark dedicated signage program. 3 Dealer logotype the reception area. logotype on the silver-colored Your dealership sign/logotype is multi-brand main exterior pylon. Secure to always respect each brand’s identity placed on the facade by the entrance. 7 Directional road sign Your dealership name or logotype standards. Contact your local market representative The Volvo grey directional sign may appear at the top of this sign. 4 Volvo Iron Mark lettering sign provides on-site directions. Blue if further guidance is needed. The Volvo Iron Mark lettering sign is directional sign is also available. 10 Complementary brands placed on the opposite side of your All represented Volvo business Present complementary brands dealership name sign (alternatively names may be listed on the blue on separate signs, clearly separated a Volvo wall sign may be used). directional sign. from the Volvo signs. Respect clear zones. 8 2 4 5 10 3 1 2 9 6 7 VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 89

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Things to consider When the wall sign with the Volvo Word Mark logotype is used as main brand carrier, Place your dealership sign/logotype on the entrance side of the the entrance pylon with the Volvo Iron Mark should be present at the front door. building, and the chosen Volvo sign on the opposite side. You can decide if you want a Volvo entrance pylon or a dealership-branded. Your dealership logotype Complementary brands may be listed below the Volvo Word Mark logotype on the silver-colored is not allowed on the Volvo entrance pylon. The Volvo Iron Mark is not allowed on your dealer entrance multi-brand main exterior pylon or on separate signs as per individual brand’s signage program. pylon. With opening hours and directions clearly presented on the Volvo entrance pylon, there is no need to clutter the entrance with other signs or information. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 90

EXTERIORS AT DEALERSHIPS BACK TO CONTENTS Do not These examples show improper use of signage. Note that incorrect signage will not only have a negative impact on the customer experience. It may violate trademark rules and cause legal consequences and unnecessary costs. The property dimensions allow installation of a Volvo Pylon at gate. Never place other brand logotypes on a Volvo sign. The Volvo Iron Mark logotype or the Volvo Word Mark Never intrude on the clear zone. Never use the Volvo Blue color for logotype must never be reproduced as line art or decorative purposes on buildings or painted. Use only official Volvo signage, produced and other objects. delivered by an approved supplier. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 91

BACK TO CONTENTS 9. Service vehicles Service vehicles Striping for Volvo-branded service vehicles 85 All Volvo vans, cars and trucks must be easy to Active areas for information for Volvo-branded service vehicles 86 identify and give a professional impression. Service vehicles with dealership identity 87 Volvo Action Service 88 VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 92

SERSERVICEVICE VEHICLE VEHICLESS BACK TO CONTENTS Striping for Volvo-branded The side of the vehicle The side of the vehicle has a Volvo Blue band that holds the Volvo Spread Word Mark or the Volvo Penta Spread Word Mark in the top area. service vehicles The width of the Volvo Blue band is approximately 1/4 of the total length of the vehicle, as shown in this example. The word ”SERVICE”* set in Volvo Broad is placed in the area below. Dealer information, with or without dealer logotype, may be displayed in the white area. The Volvo Blue band on the side of Volvo service vehicles are designed to make a distinct impression. The back chevrons is highly visible, which promotes safety in traffic and at work sites. Dealer name on maximum two lines Service Any City Service 0123-45 67 89 The contact information printed on each vehicle makes www.dealername.com it easy for customers and other road-users to identify the vehicle and get in touch with your dealership. For ordering and more information, contact your Volvo marketing representative. volvo Service volvo Penta Service Dealer name on volvo maximum two lines volvo Penta Any City Service 0123-45 67 89 Service www.dealername.com The front of the vehicle The rear of the vehicle The text ”VOLVO SERVICE”* or ”VOLVO PENTA SERVICE” The rear of the vehicle is striped with high-visibility chevrons for strong vehicle set in Volvo Broad is placed above the windshield. recognition and maximum safety. The text ”VOLVO SERVICE”* or ”VOLVO PENTA SERVICE” set in Volvo Broad is placed on the left back door and dealer information, with or without dealer logotype, can be placed on the right back door. *The word ”SERVICE” can be replaced by another short statement that reflects the function of the vehicle. For example ”VOLVO ACTION SERVICE”. These texts may be translated. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 93

SERVICE VEHICLES BACK TO CONTENTS Active areas for information on 1 The Volvo active area 1 2 Volvo-branded service vehicles This area features the Volvo Spread Word Mark or Volvo Penta 4 4 Spread Word Mark and specifies the function of the vehicle (“SERVICE”, "VOLVO ACTION SERVICE" or "IT SERVICE"). These texts may be translated into your local language. Dealer name on There are two major identification areas: the Volvo maximum two lines Service Any City 0123-45 67 89 active area and the dealership active area where 2 The dealership active area – owned dealers www.dealername.com you place your dealership information. This is where you present the name of your dealership, its location and phone number using the Volvo Novum typeface. Dealer information must not be placed outside active area. For ordering and more information, contact your Volvo marketing representative. 3 The dealership active area – independent dealers In the dealership active area you can choose to present the name of your dealership, its location and phone number using 1 3 your own dealership identity, including your dealership logotype. Dealer information must not be placed outside active area. 4 4 4 Centered placements The Volvo Spread Word Mark and Volvo Penta Spread Service Word Mark should be centered horizontally on the Checklist Volvo Blue band. All other texts should be centered both • The Volvo Blue band (approximately 1/4 of the total length of the vertically and horizontally in the Volvo Blue and white area. vehicle) is always placed at the back of each side of the vehicle. • The Volvo Spread Word Mark is centered and takes up 1/2 of the width of the Volvo Blue band. The Volvo Penta Spread Word Mark is centered and takes up 3/4 of the width of the Volvo Blue band. • The word ”SERVICE” is centered in the Volvo Blue band and 1 2 1 3 is 4X the height of the Volvo Spread Word Mark and 6X the height of the Volvo Penta Spread Word Mark. • Optional dealership information should be contained within the dealership active areas. • Preferably use white or off-white vehicles. Dealer name on volvo maximum two lines volvo Penta Any City Service 0123-45 67 89 Service • The Volvo Iron Mark logotype is not permitted on www.dealername.com vehicle striping. 4 4 4 4 • The high-visibility red (reflective) chevrons should be added to the rear for safety and strong vehicle recognition. • Always check with local or regional authorities for the legislation regarding the usage of reflective material on vehicles, style and usage of chevrons, usage of emergency lights, etc. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 94

SERVICE VEHICLES BACK TO CONTENTS Service vehicles with 1 Multi-brand clear zone dealership identity The multi-brand clear zone equals 3X the height of the Volvo Spread Word Mark and the height of the Volvo Penta Stacked Spread Word Mark. The multi-brand clear zone between Volvo Spread Word Mark or Volvo Penta Stacked Spread A few basic rules apply to a service vehicle Word Mark and other logos should always be applied. with dealership identity representing Volvo The other brand logotypes must not appear more visually prominent than the and complementary non-Volvo Group brands. Volvo Spread Word Mark or Volvo Penta Stacked Spread Word Mark. Preferably Use the black Volvo Spread Word Mark or place the Volvo Spread Word Mark or Volvo Penta Stacked Spread Word Mark first/on top. Volvo Penta Stacked Spread Word Mark on white or off-white vehicles. The dealer active area must be separated from the product brand logotypes. 3X 3X X X 1 1 3X X X X 3X X Checklist • Always make sure not to position any dealership information in the Volvo active area. • The Volvo Iron Mark logotype is not permitted on vehicle striping. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 95

SERVICE VEHICLES BACK TO CONTENTS 1 ‚1„ Volvo Action Service Single brand A Volvo Action Service van is designed for recognition and visibility. Dealer name on Dealer name on Volvo maximum two lines The striping is similar to that of our service vehicles: maximum two lines Action Any City Any City Service www.dealername.com it uses the same blue "band" at the sides, yellow high www.dealername.com vis ability striping on the sides and front and it has high visibility chevrons on the back of the vehicle. It has one active area on each side and one on the right back door. This is where dealer information is presented. The text Volvo Action Service is striped at the left back door and if possible at the front of the v ehicle. Dealer name on maximum two lines Checklist Any City www.dealername.com • The Volvo Blue band is always placed at the back of each side of the vehicle. 1 ‚1„ 1 ‚1„ • The Volvo Spread Word Mark is centered and takes up 1/2 of the width of the Volvo Blue band. • The text ” ACTION SERVICE” is centered in the Volvo Blue band and is 3X the height of the Volvo Spread Word Mark logotype. Volvo Action Volvo Service Action • Yellow high visibility striping on sides and front. Service Dealer name on Dealer name on maximum two lines maximum two lines • Optional dealership information should be contained within the Any City Any City www.dealername.com www.dealername.com dealership active areas. Dual brand 1 ‚1„ 1 ‚1„ • Preferably use white or off-white vehicles. • The Volvo Iron Mark logotype is not permitted on ALL RIGHTS RESERVED ©2021 vehicle striping. …und/†ustomer: Projektledare/Project Manager: Datum/Date:  / e: €kala/€cale: ‡O‰‡O Magnus Olsson 2022-01-12 ­ordonsdekor 1:ƒ0 ‚ƒ„ • The high-visibility red (reflective) chevrons should be added to ­ordon/‡eˆicle: Designer: Volvo Volvo Reviderad/Revised: Övrig ino/dditional no: Action Action the rear for safety and strong vehicle recognition. Renault Master ‰ƒ Š2 Roland Welander Service Service 2-2022-01-27 Dealer name on Dealer name on Dealer name on Dealer name on maximum two lines maximum two lines maximum two lines maximum two lines • Always check with local or regional authorities for the legislation Any City Any City Any City Any City www.dealername.com www.dealername.com www.dealername.com www.dealername.com regarding the usage of reflective material on vehicles, style and usage of chevrons, usage of emergency lights, etc. ALL RIGHTS RESERVED ©2021 ALL RIGHTS RESERVED ©2021 …und/†ustomer: …und/†ustomer: Projektledare/Project Manager: Datum/Date: Datum/Date:  / e:  / e: €kala/€cale: €kala/€cale: Projektledare/Project Manager: ‡O‰‡O ‡O‰‡O Magnus Olsson Magnus Olsson 2022-01-12 2022-01-12 ­ordonsdekor ­ordonsdekor 1:ƒ0 1:ƒ0 ‚ƒ„ ‚ƒ„ ­ordon/‡eˆicle: Designer: Designer: Reviderad/Revised: Övrig ino/dditional no: ­ordon/‡eˆicle: Reviderad/Revised: Övrig ino/dditional no: Renault Master ‰ƒ Š2 Renault Master ‰ƒ Š2 Roland Welander Roland Welander 2-2022-01-27 2-2022-01-27 Dealer name on Dealer name on VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION maximum two lines maximum two lines JANUARY 2022 96 Any City Any City www.dealername.com www.dealername.com ALL RIGHTS RESERVED ©2021ALL RIGHTS RESERVED ©2021 …und/†ustomer: …und/†ustomer: Projektledare/Project Manager:Projektledare/Project Manager: Datum/Date: Datum/Date:  / e:  / e: €kala/€cale: €kala/€cale: ‡O‰‡O ‡O‰‡O Magnus Olsson Magnus Olsson 2022-01-12 2022-01-12 ­ordonsdekor ­ordonsdekor 1:ƒ0 1:ƒ0 ‚ƒ„ ‚ƒ„ ­ordon/‡eˆicle: ­ordon/‡eˆicle: Designer: Designer: Reviderad/Revised: Reviderad/Revised: Övrig ino/dditional no:Övrig ino/dditional no: Renault Master ‰ƒ Š2 Renault Master ‰ƒ Š2 Roland Welander Roland Welander 2-2022-01-27 2-2022-01-27

BACK TO CONTENTS References Please visit the Volvo brand identity site at www.volvogroup.com/identity. Beyond the rules and guidance provided in this document, you will also find artwork, icons and typefaces for download, templates for marketing material and additional documents for specialized areas. Everything you need to continuously strengthen and deliver on-brand Volvo experiences. NOTE: Do not store any documents on your computer – always access the latest version online. Signage Templates Workwear Volvo Signage Program Volvo Template Gallery Volvo Workwear Handbook Presents the different Volvo signs approved In the Templates Gallery you gain access to our common templates Available under References. and how they should be displayed. Available under References. for market communication e.g., ads, posters and rollups. Additional, supporting documents only available internally within Volvo Group. Please email brand@volvo.com if you would need a copy or related guidance. Design Philosophy Emblems Merchandise Volvo Design Philosophy Volvo Emblem Handbook Volvo Group Merchandise Only available internally at Violin Brand Center. Only available internally at Violin Brand Center. Services provide the framework for merchandise carrying the Volvo brand. Merchandise Shop. For questions please email: support.merchandise@volvo.com Naming Presentations Stationery Sponsorship and partners Volvo Commercial Naming Guideline Volvo PowerPoint templates Volvo templates Volvo Sponsorship Strategy Only available internally at Violin Brand Center. Volvo use specific PowerPoint templates for presentations Volvo use specific Word and InDesign templates for stationery, Only available internally at Violin Brand Center. available for Volvo Group employees within PowerPoint. available for Volvo Group employees within Word for letters etc, and Click on the Volvo Assets (Pickit) icon in the home menu top bar. on Brand Center for envelopes, business cards etc. In Word click on the Volvo Assets (Pickit) icon in the home menu top bar. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 97

Contact Brand management department at Volvo Group HQ (BEX) at brand@volvo.com volvogroup.com/identity JANUARY 2022