Cat Brand Book

® CAT PHONES BRAND COMMUNICATIONS GUIDELINE

CAT® PHONES APPROVAL PROCESS PLANNING When developing marketing material to support the Cat® phone brand, please allocate 10 BUSINESS DAYS into your time for the approval process. While all parties involved strive to respond as soon as possible, time must be allowed for changes to be made. REQUESTING APPROVAL E-mail files for submission to your channel marketing manager. All submissions will be reviewed by the Cat brand manager. With Cat approval, the concept will be submitted to the Caterpillar Licensed Product Management team for authorization to proceed. Communication back and forth will occur as needed until all requirements for approval are met. WHAT TO SUBMIT: 1. PDF / JPEG’s of the artwork to be created (preferably not print-ready but in medium ‘proofing’ resolution). 2. A clear description of the activity planned and context for where the artwork will be placed. 3. If submitting materials in a language other than English, please ALWAYS provide full translation. 4. We recommend using the submissions template PDF form provided by Bullitt-Group. PROJECT COMPLETION After production, please submit 4 printed copies of the completed material. If the product is large format or non-print, please present a photo representation. File should be high resolution of the entire piece, as well as close up images of the retail flag logo and legal lines. Forward all materials to the approval contact at the following address: SUBMIT ARTWORK AND ITEMS TO: Bullitt Group Attn: Adrianne O’Hare 80 Orville Rd Suite 100 Bohemia, NY 11704

PROPER USE OF THE CAT®RETAIL FLAG LOGO Primarylogo to be Secondarylogo only to be used on color materials used on black and white materials Wherepossible, any other logo used with the cat logo should be ALWAYS USE CLEAR SPACING 80% of the size of the cat logo. To the equivalent height of the capital ‘C’ of Cat (minus the ® Registered Trademark symbol) MINIMUM SIZE: Never reproduce in a size less than .5” (12.7mm) in height CLEAR SPACE: Always surround the logo with adequate clear space. Clear space must be great than or equal to half the height of the “C” in the retail flag logo. The clear space must not contain any text or other graphic elements that would interfere with the readability or interpretation of the logo.

ALWAYS USE ORIGINAL ARTWORK - Do not use / create variations of the logo. - Do not separate the words. - Do not distort the logo or change the colours. - Do not put elements in front of logo. - Do not add text to alter. - Do not alter the proportion or add 3D effects. Phones Do not create variations or Do not distort logo in any way. Do not add text to alter. Do not put elements in alternative versions. front of logo.

BACKGROUND CONTROL P In order to maintain the power and integrity of the retail flag always ensure that the clear space provides contrast with the logo and does not disrupt that clarity of the mark. P Wherever possible, the Cat Retail Flag should be positioned in the top right corner of the artwork. UNACCEPTABLE BACKGROUND ACCEPTABLE BACKGROUND

PROPER USE OF THE CAT PHONES LOGO PRIMARY LOGO (FULL COLOR) SECONDARY LOGO (NO COLOR) USAGE: The Cat phones logo must only be used for large format printing or event stands. MINIMUM SIZE: Never reproduce in a size less than .5” (12.7mm) in height. CLEAR SPACE: Always surround the logo with adequate clear space. Clear space must be greater than or equal to half the height of the “C” in the Cat¨ logo. The clear space must not contain any text or other graphic elements that would interfere with the readability or interpretation of the logo. APPROVAL: Any material which uses this logo must still be submitted to Cat (via Bullitt-Group) for approval before production.

LOGO COLOR PALETTE Color identifies our company and create powerful impressions about the brand. This color does not have a Pantone. Provide these specifications to your print or web source to ensure proper representation of the color. CATERPILLAR CORPORATE YELLOW BLACK PANTONE®1235 C CMYK RGB Gloss Matte Red 255 Black Four Color Black Cyan 0 0 Green 205 K100 Cyan 50 Magenta 29 23 Blue 17 Magenta 30 Yellow 100 100 Yellow 30 Black (K) 0 0 Black 100

IMAGES & GRAPHICS Only the approved product images and campaign images can be used in any marketing materials. All images are available on Dropbox. Please speak with you channel marketing manager for access. PAlways display clearly. PDrop-shadows are optional. Only use approved Pwallpapers. Product images should NOT be The image of the obstructed or covered by any product should other images / graphics never be distorted.

TYPOGRAPHY A consistent use of typography can aid brand recognition and also positively impact the readability of your marketing materials. The official brand font families include:

PROPER USE OF WORD MARK AND PRODUCT NAMES 1. When referring to Cat® phones, use the superscript ® (ALT-R on MAC / HOLD ALT + 0174 on PC) in the first instance of ‘Cat’ on each page. Thereafter, you do not have to use the registered trademark symbol. More info how to create these symbols here- https://techwelkin.com/registered-symbol-type- registered-sign-in-ms-word-html 2. Do not capitalize the P in “phones”. 3. The Cat name should be presented with a capital ‘C’ and lowercase ‘at.’ CAT IS ONLY ACCEPTABLE WHEN A HEADLINE / STATEMENT IS ALL PRESENTED IN CAPITAL LETTERS. ® OIncorrect: CAT B15 smartphone is…. PCorrect: Cat® B15 smartphone is… PCorrect: CAT®B15 SMARTPHONE IS… 4. Never use the Cat name as a possessive. OIncorrect: Cat’s B15 smartphone is…. PCorrect: The Cat® B15 smartphone is…. 5. Never use the Cat Retail Flag in text or headlines in place of the word Cat OIncorrect: The ® B15 smartphone is waterproof. PCorrect: The Cat B15 smartphone is waterproof.

PROPER USE OF WORD MARK AND PRODUCT NAMES 6. Always capitalize the letter in a product model name ® OIncorrect: Cat s50 phone PCorrect: Cat® S50 phone OIncorrect: Cat® b15q smartphone PCorrect: Cat® B15Q smartphone 7. Adjectives must be place before or after the proper name conventions for the phones PCorrect: Cat® B15 smartphone PCorrect: Cat® B25 phone PCorrect: rugged Cat® B15 smartphone 8. Never capitalize any adjective placed before or after the product name. This could lead to confusion about the correct product name. OIncorrect: Cat® B15 Smartphone PCorrect: Cat® B15 smartphone

SOCIAL MEDIA APPROVAL GUIDELINES All Social Media activity must be approved prior to posting! 1. All intended use of social media to promote Cat merchandise by licensees or distributors must be submitted for approval. The site cannot go live until final production approval has been given. 2. The concept submission for approval should contain the following: Name of URL (should follow format of domain); Proposed layout of pages and tabs. Any other proposed content and images/videos. 3. Plan for management of media site (monitoring, updating, responding to posts). Any proposed links to other sites. 4. All images, ads, etc. placed on the site should be previously approved marketing material. 5. Retail licensees should use the Cat Retail Flag as their profile picture. Licensees can use images of approved Cat retail merchandise. 6. The “About Us” section should be included where information about the Cat brand is represented. 7. 8. No words in the legal lines may be hyphenated. 8. The company overview should contain a statement that the company is an authorized distributor of an authorized licensee for Caterpillar, Inc and include copyright notice.
2018 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, BUILT FOR IT, their respective logos, “Caterpillar Yellow”, the "Power Edge" trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. Bullitt Mobile Ltd is a licensee of Caterpillar Inc. is an authorized distributor of Bullitt Mobile Ltd, a licensee of Caterpillar Inc.

PRINT MEDIA APPROVAL GUIDELINES Printed materials include advertisements, promotional support, catalogs and brochures. The Cat phones Marketing Department develops creative campaigns to support the brand globally. Files are made available through your Bullitt-Group, please consult with your channel marketing manager. 1. All publications must be approved and reviewed before ad placement will be made 2. When submitting advertisements, please complete the Brand Submission Form 3. The copyright notice must always appear in a font size that may be read clearly. Copyright dates should reflect the year of publication: a. ©2018 Caterpillar. CAT, CATERPILLAR, their respective logos, "Caterpillar Yellow," the "Power Edge" trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. www.cat.com / www.caterpillar.com Bullitt Mobile Ltd a licensee of Caterpillar Inc. b. Product exception / limitations come after the legal lines, for example: *Battery door must be correctly fitted and all ports sealed securely. Waterproof to 1M for 30 minutes. 4. A distributor line must always appear at the end of the legal line: is an authorized distributor of Bullitt Mobile Ltd, a licensee of Caterpillar Inc. 5. No words in the legal lines may be hyphenated. 6. Choose an clear font colour for legal lines. 7. The Licensed Merchandise Logo (LML) must always appear to the left of the legal lines. Please see the example on the next page.

LEGAL LINES & LICENSED MERCHANDISE LOGO MUST BE INCLUDED ON ALLPRINT ACTIVITY: ©2018 Caterpillar. CAT, CATERPILLAR, their respective logos, "Caterpillar Yellow," the "Power Edge" trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. www.cat.com / www.caterpillar.com Bullitt Mobile Ltd a licensee of Caterpillar Inc. Place secondary product limitations / exceptions away from main legal copy: *Battery door must be correctly fitted and all ports sealed securely. Waterproof to 1M for 30 minutes. MUST BE ON ALLWEB / DIGITAL ACTIVITY FEATURING A CAT PHONES PRODUCT: ©2018 Caterpillar. CAT, CATERPILLAR, their respective logos, "Caterpillar Yellow," the "Power Edge" trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. www.cat.com / www.caterpillar.com Bullitt Mobile Ltd a licensee of Caterpillar Inc. Secondary logo option only to be used on black and white materials

COMMON PRINT TEMPLATES PG 1 PG 1 PG 2 SINGLE PAGE LAYOUT MULTIPLE PAGE LAYOUT