brand guidelines - taylor corporation

BRAND GUIDELINESVersion 1.5 | April 2017

taylorcorp.com

Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . 3Brand Identity, Vision & Mission . . . . . 4Brand Character . . . . . . . . . . . . . . . . . . . 5Brand Personality, Voice & Messaging . 6Brand Architecture . . . . . . . . . . . . . . . 7-8

Overview . . . . . . . . . . . . . . . . . . . . . . . . 9Primary Logo . . . . . . . . . . . . . . . . . . . . 10Logo Elements . . . . . . . . . . . . . . . . . . . 11Clear Space & Minimum Size . . . . . . . 12Alternate Logos . . . . . . . . . . . . . . . . . . 13Reversed Logos . . . . . . . . . . . . . . . . . . 14Location Logos . . . . . . . . . . . . . . . . . . . 15 Mark Usage . . . . . . . . . . . . . . . . . . . . . 16Incorrect Usage . . . . . . . . . . . . . . . . . . 17Subsidiary & Affiliate Logo Guidelines . 18

Overview . . . . . . . . . . . . . . . . . . . . . . . 25Lato Typeface . . . . . . . . . . . . . . . . . . . . 26Lato Italic Styles . . . . . . . . . . . . . . . . . . 27Arial Typeface . . . . . . . . . . . . . . . . . . . . 28Unacceptable Typeface Usage . . . . . . 29Typographical Application Examples . 30

Overview . . . . . . . . . . . . . . . . . . . . . . . 19Primary Colors . . . . . . . . . . . . . . . . . . . 20Accent Colors . . . . . . . . . . . . . . . . . . . . 21Neutral Colors . . . . . . . . . . . . . . . . . . . 22Color Application Examples . . . . . 23-24

Banners . . . . . . . . . . . . . . . . . . . . . . . . . 45Apparel . . . . . . . . . . . . . . . . . . . . . . . . . 46Post-it Notes & Folder . . . . . . . . . . . . . 47Website . . . . . . . . . . . . . . . . . . . . . . . . 48Media Press Release . . . . . . . . . . . . . . 49

Overview . . . . . . . . . . . . . . . . . . . . . . . 37Business Cards . . . . . . . . . . . . . . . . . . . 38Letterhead & Envelope . . . . . . . . . . . . 39Note Cards & Envelope . . . . . . . . . . . . 40PowerPoint . . . . . . . . . . . . . . . . . . . . . . 41Digital Documentation . . . . . . . . . . . . 42Email Signature . . . . . . . . . . . . . . . . . . 43 Advertising Collateral . . . . . . . . . . . . . 44

Overview . . . . . . . . . . . . . . . . . . . . . . . 31Lifestyle Imagery . . . . . . . . . . . . . . . . . 32Product Imagery . . . . . . . . . . . . . . . . . . 33Iconography . . . . . . . . . . . . . . . . . . . . . 34Patterns . . . . . . . . . . . . . . . . . . . . . . . . 35 Pattern Application Examples . . . . . . . 36

WHO WE ARE

LOGO

TYPOGRAPHY

COLOR

TEMPLATES & EXAMPLES

GRAPHICSBrand Guidelines Revision History . . . 50REVISION HISTORY

Introduction

WHO WE ARE: INTRODUCTION

Taylor Corporation is one of the largest privately held companies in the United States. Our family of companies create powerful and intuitive products, provide unique services, and offer the strategic thinking needed to develop incredible interactive printing and marketing solutions. We empower businesses to build memorable brands, operate effectively and efficiently, and identify unique priorities and needs of clients to craft one-of-a-kind solutions.

The brand guidelines were created to add consistency and unified strength to the Taylor brand. We are industry leading experts in creating some of the world's most recognizable brands. It is critical that we adhere to our brand standards to communicate that we can be a trusted leader and partner, in establishing and taking care of our customer's brand.

This document provides guidelines and samples to follow when working with the brand. Please note that not all examples and instances will be represented in this guide. Use your best judgment when building communications and marketing materials. If you have any questions, contact the Taylor Creative team at [email protected].

Developing a foundation that creates success.

WHO WE ARE: BRAND IDENTITY, OUR VISION & OUR MISSION

Taylor Corporation is always looking to the future for innovation and progress. We share a common core set of values and our vision is to continuously engage in projecting, sharing, and finding empowerment from these core values:

• We respect the potential and significance of every individual

• We have a passion for our customers and our work

• We believe there is always a better way

• We embrace personal and shared responsibility and accountability

Taylor Corporation and its family of companies are a connected team of dedicated and motivated professionals who seek to create tomorrow’s innovations, business processes, and marketing solutions for our clients. Our core mission is to create opportunity and security for our employees.

Our Vision Our Mission

Brand IdentityFor over 40 years, Taylor Corporation has been a progressive technology and message delivery company. Our focus is to provide communication services, products, and innovative technologies to many of the most recognizable brands in the world. Our solutions enable businesses to acquire, retain, and sell more to existing customers and improve their brand presence in the marketplace.

It’s important for our brand to communicate and leverage the different strengths and services we offer to set us apart from our competition. We built an organization where great ideas, innovations, and people can thrive and share a common vision and passion for “finding a better way”.

Throughout the design process of the Taylor brand identity, we sought rhetoric that represented Taylor as a whole. The power of the brand is not only recognized by its logo and aesthetics, but also by clients, customers, subsidiaries, and affiliates who associate Taylor with rhetoric that exemplifies the values and aptitude of the corporation and its promise.

WHO WE ARE: BRAND CHARACTER

Expert

Strategic

Reliable

Innovative

We hire only the best people who do the most important work on behalf of and with Taylor’s clients, customers, subsidiaries and affiliates. We hire those with experience in a field already and then work to train them to master comprehensive knowledge and skills in their field(s).

One who has comprehensive and authoritative knowledge of a skill in a particular area.

One who features advanced and original methods for conducting work that are creative in thinking.

One who is consistently dependable with regards to quality and performance and is able to be trusted in doing so.

One who creatively introduces something new or different, such as an idea, technology improvement, or process.

We are always looking for a better way to conduct jobs and improve processes. Our teams work hard to come up with unique and creative ways of solving problems and then putting those ideas into action.

Employees at Taylor work together and trust each other to solve problems and improve processes and want that trust to extend outside of the company to clients, customers, and affiliates of Taylor.

Part of our mission is to create tomorrow’s innovations, business processes, and marketing solutions for our clients. We pride ourselves in doing just that.

Brand CharacterThe expression of our Taylor brand, lets people know what we believe in and what makes us unique. These key messages direct our focus and attention to work together to empower us to achieve the highest level of performance.

WHO WE ARE: BRAND PERSONALITY, OUR VOICE & OUR MESSAGING

Brand PersonalityTaylor Corporation exemplifies a minimalistic aesthetic design style. A compelling first impression is mandatory for customers and prospective customers to engage with our brand, products, and services. Creating a balanced, unified, consistent, and concise appearance across all applications helps define the image of the brand. All communications and marketing materials both internally and externally must adhere to our brand standards and must include the Taylor logo.

The pages that follow include logo variations, colors, typography, graphics, templates, document guidelines and examples of correct and incorrect usage. Always conform to these guidelines and examples for successful application of the Taylor brand.

One vision. One Voice.

The purpose of having a voice for the corporation and its supporting documentation is to show cohesiveness, cooperation, and teamwork of the corporation its subsidiaries and affiliates. Delivering a vision and voice that is clear, personable, and professional is imperative when in conversation or building communication and marketing materials for the brand. The audiences of each piece you write will change, but the voice behind that documentation should always represent Taylor.

Our characteristics, vision and mission are all key messages that reflect the brand value. Our tone and message should be communicated properly to maintain our valued reputation. Our tone and message sets the brand apart from the rest and builds trust with our customers. • Be consistent in the use of language so its familiar

to the customer and comes across as intended for all audiences.

• Form a good impression when communicating by choosing words carefully that build unity, integrity and trust.

• Use human-focused memorable imagery showing people and products that evokes a connection and emotion.

• Convey a sense of professionalism that is personable, simple, subtle and effective.

Our Voice Our Messaging

WHO WE ARE: BRAND ARCHITECTURE

The Taylor Brand Architecture helps to illustrate the alignment of Taylor Companies, as it provides clarity in how brands are positioned in the marketplace. There are three different types of Brand Architectures. The Taylor Family of Companies falls within the Combination Brand Architecture, as there are Taylor Companies that align with the Branded House (Taylor Corporation, Taylor Communications, Taylor Healthcare, etc.) and the House of Brands (all other Taylor Companies).

Within the Branded House, Taylor Corporation has been established as the Master Brand, followed by Taylor Communications as the Sub-Brand. Taylor Communications will inherit many of the same brand components as Taylor Corporation, but will offer some subtle changes that allow the brand to stand on its own. Within Taylor Communications, there will be industry verticals, such as Taylor Healthcare, that will inherit the Taylor Communications overall aesthetic and design, but will utilize their own logo and primary and secondary color palettes that allow their vertical brand to connect to their customers. The companies that are not branded Taylor fall under the House of Brands structure and will continue to operate under their own brand and brand guidelines.

Brand Architecture

C O M M U N I C AT I O N S

Master Brand

Sub-Brand

Vertical Brands

In a Branded House Architecture, all of the sub-brands use the same master brand and they only differentiate in their descriptions. The sub-brands often add clarity and further definition to the offering. Market leaders such as FedEx, IBM, and Boeing employ the Branded House structure.

Master Brand: FedExSub-Brands: FedEx Express, FedEx Ground, FedEx Fright, etc.Vertical Brands: FedEx SupplyChain, FedEx Home Delivery, FedEx Office, FedEx TechConnect

A House of Brands Architecture is characterized by a group of stand-alone brands. Each brand operates independently and obtains separate market share. The Taylor Family of Companies that conduct business under their own brand would fall under the House of Brands.

Amsterdam, Carlson Craft, ComplyRight, Garvey, National Recognition Products, Optima Graphics, Precision Press, Taymark, Thayer, etc. For full list, visit the Companies page on Compass.

Brand Architecture

Branded House Examples

Examples

Examples

House of Brands

Combination BrandsCombination Brand Architectures have companies within a Branded House and a House of Brands. Taylor Corporation, Taylor Communications, Taylor Healthcare, and future Taylor Communications branded verticals are included in the Branded House. The Taylor Family of Companies that operate under their own brand fall under the House of Brands. Google is an industry-leading example of a Combination Brand Architecture.

Master Brand: GoogleBranded House: Google Maps, Google Drive, Google Search, Google AdSense, etc.House of Brands: YouTube, Gmail, Blogger, etc.

WHO WE ARE: BRAND ARCHITECTURE

LOGO: OVERVIEW

Our LogoTaylor Corporation’s bold and modern logo represents the values and mission of our corporation, projecting auras of expertise, strategy, reliability and innovation. The rectangular nature of the logo conveys that we are a strong corporation and business partner, and will take a bold position to help our customers reach their goals with our rich array of solutions. The logo is memorable, recognizable, and stands tall and stable, just like our corporation.

The logo is clean, straightforward and simple. We want our brand guidelines to inherent minimalistic qualities.

The circle implies unity, protection, and a infinite set of possibilities. The underside of the circle mark conveys inclusiveness, embracing challenges to solve problems. The red “T” in the circle mark demonstrates the umbrella of solutions we offer.

The “A” appears as a pyramid to show strength and stability in our corporation. The horizontal red bar in the “A” and the incomplete nature of its connection, is reminiscent of our creativity, and the way we look at things differently.

The contemporary sans-serif typeface conveys that we are a humble but strong organization.

LOGO: PRIMARY LOGO

Primary Logo

BlackC 75 M 68 Y 67 K 90R 0 G 0 B 0

RedC 0 M 100 Y 82 K 10R 227 G 31 B 45PMS 1795 C

NOTE: The Taylor logo is vector artwork.

Logo Elements

LOGO: LOGO ELEMENTS

Wordmark

Logo

Logo

Descriptor 1

Descriptor 2

We have established terms for clarity and consistency that you will encounter throughout these brand guidelines. The term 'Logo' refers to the entire logo. The term 'Wordmark' refers to the visual symbols and typographic characters used in the Taylor portion of the logo. The term 'Descriptor' represents the type that brands an individual location. Some locatoins may have more than one decriptor.

Taylor Location Logos

Taylor Corporation Logo

LOGO: CLEAR SPACE/MINIMUM SIZE

Minimum Size

Clear space is required around the outside of our logo and must be kept free of other graphic elements such as headlines, text and the outside edge of materials. This is to promote brand recognition and legibility of the logo. The minimum required clear space is defined by the measurement “X” as shown. This measurement is equal to the height of the red “T” in the letter “O.”

In print mediums, the minimum width the wordmark of the logo can measure is 10.5 mm (.41 in) wide. In digital mediums, the minimum width the wordmark of the logo can measure is 22 mm (63 px) wide. Violating this standard compromises the integrity and legibility of the logo.

Print10.5 mm.41 in

Online22 mm63 px

X

X

X

X X

Clear Space

XX

XX X

LOGO: ALTERNATE LOGOS

Alternate LogosThe logos shown below are the only acceptable logo variations; however, we recommend using the full-color logo as often as possible in order to enhance brand recognition. The grayscale versions are only to be used when the full-color version cannot be used. All logos must be shown at 100% opacity. For the specific Taylor Red and Black color values of the logo, reference the Primary Colors.

GrayscaleBackground: 100% White | 7% or less BlackThe one-color logo is for limited use only on one or two-color applications such as newspaper advertising or forms. A light grey background may be used when a background is necessary for the design.

NOTE: The grayscale logo is only available for use when the full-color logo is not an option.

Full-colorBackground: 100% White | Light Grey (see Neutral Colors)One of the light greys from the Neutral Colors may be used when a background color is necessary for the design.

LOGO: REVERSED LOGOS

Reversed LogosThe options listed below are the only variations acceptable for the reversed logo. Screens of the reversed logo are NOT allowed. All logos must be at 100% opacity.

Grayscale reversedBackground - 70% or higher BlackThe one-color reverse logo may be placed on a 70% or higher screen of black.

NOTE: The grayscale logo is only available for use when the full-color logo is not an option.

Full-color reversedBackground - 100% Black or Dark Grey (see Neutral Colors)The full-color logo may be placed on a 100% black color or dark grey 1-4 from the neutral color palette.

Location Logos

LOGO: LOCATION LOGOS

Clear Space is required around the outside of the logo. Follow the clear space guidelines. The logos are always stacked and should never be wrapped or displayed in any way other then how they are displayed here. Do not create or recreate location, services, or team/group logos without consulting [email protected] .

LOGO: MARK USAGE

Mark UsageThe Taylor Power Mark is to be used sparingly and cannot be used by itself. It can only be used if the logo or website URL is visible. If cropping occurs, all of the red “T” in the mark must be visible. The mark must sit upright with no rotation.

One-color greyLess than or equal to a 50% screen of black is allowedThis logo mark is only allowed on a 100% white background.

One-color white on black or dark greyLess than or equal to a 50% screen of white is allowed The one-color white mark may be placed on a black or Dark Grey 1-4 (see Neutral Colors) background color.

One-color branded grey Allowed colors (see Neutral Colors): Light Grey 1 (hex #f2f3f4), Light Grey 2 (hex #e8ebea), Light Grey 3 (hex #dde1e3), and Light Grey 4 (hex #cfd3d6). This mark is only allowed on a white background.

Red and blackThe full-color mark is only allowed on a 100% white or Light Grey 1 (hex #f2f3f4) background.

LOGO: INCORRECT USAGE



Incorrect UsageThe logo and Power Mark should never be used on top of complex imagery or on a background color other than white, black, grey or neutral image. Our logo is a 2-color logo and cross bar on the “A” and the “T” in the “O” should always be red except if the logo is presented in grayscale. The logo or logo mark should never be stretched or angled.

Do not display the logo on any color other than white, grey, black or neutral color imagery. Only use the reversed logo on dark grey or black backgrounds.

Do not show the logo in one-color, except in printed form when a two-color process is not available.

Do not display the logo on a red background.

Do not display logo on a complex background image.

Do not change the Primary Red color in the crossbar on the “A” and the “T” in the “O”. Grayscale versions allow the crossbar and the “T” to be displayed in grey.

Do not change the color of the logo in any way.

Do not alter the colors in the logo mark. The “T” in the letter “O” should always be Red when viewing the mark in color.

Do not change the color of the “T’ in the letter “O”.

Do not display the mark on any color other than white, grey, or black.

Do not display a one-color mark in any color, other than the approved red and black (primary) or one-color grey.

Do not rotate the mark, or cut off the “T” in the letter “O”. The full “T” should always be visible.

Do not place the mark on a complex image.


A S u b s i d i a r y o f

A S u b s i d i a r y o f

LOGO: SUBSIDIARY & AFFILIATE LOGO GUIDELINES

Subsidiary & Affiliate Logo GuidelinesWhen connecting the relationship between a Taylor Corporation company and Taylor Corporation, please remain consistent in the marketplace by choosing one of these two text options in all caps along with the Taylor logo: A SUBSIDIARY OF or AN AFFILIATE OF. It is a legal requirement that “taylorcorp.com” be included directly under the Taylor logo.

Minimum clear space requirements around the Taylor logo should be used when placing other logos near the Taylor logo (see page 8). Examples below show horizontal and vertical layouts for combining the Taylor Corporation logo with another company logos.

A n A f fi l i a t e o fA n A f fi l i a t e o f

A n A f fi l i a t e o fA n A f fi l i a t e o f

A n A f fi l i a t e o f

A n A f fi l i a t e o f

Subsidiary of TaylorA “subsidiary” is any company who is wholly owned by a parent company, and in this case, Taylor Corporation. All of the Taylor companies are subsidiaries of Taylor Corporation.

Affiliate of TaylorAn “affiliate” is any company under common control with the same shareholders.

taylorcorp.comtaylorcorp.com

taylorcorp.com taylorcorp.com

AN AFFILIATE OF

AN AFFILIATE OFA SUBSIDIARY OF

A SUBSIDIARY OF

COLOR: OVERVIEW

ColorMaximizing the power of our brand with color.

Taylor Corporation's primary and secondary brand colors reflect a reliable, powerful, and energetic appearance while continuing to exhibit a harmonic and simplistic aura. As we integrate the color palette with a minimalistic and clean aesthetic style, we send a unified brand message suited for our customers and markets.

The brand colors use a double split complementary color scheme with the addition of an array of neutral cool grays. This rich color scheme provides high contrast to create a vibrant look when working with the brand.

COLOR: PRIMARY COLORS

Taylor Red

Hex #e31f2d C 0 M 100 Y 82 K 10 R 210 G 38 B 48PMS 1795 C

Black

Hex #000000 C 75 M 68 Y 67 K 90 R 0 G 0 B 0

Primary ColorsIt is important that our use of color be consistent across all applications. Red and Black are the primary dominant brand colorsand should used as often as possible as we work to establish our industry-leading brand. Colors from our Accent and Neutral Color Palettes should be used only to assist the Red and Black Primary Colors.

Never use gradients of any color in the palettes.

Accent ColorsThe accent colors pictured have been carefully selected to support the Taylor Red and Black primary colors. They work well in combination with each other, and also add pops of color to the Taylor Red and Black Primary Colors and Neutral Color Palettes. When using one Accent Color, select from the Primary Accent Colors first. If using more colors, then the Secondary Accent Colors may be used.

Never use gradients of any color in the Primary and Secondary Accent Colors.

COLOR: ACCENT COLORS

Accent Red

Hex #ff4844 C 0 M 86 Y 72 K 0 R 255 G 72 B 68

Light Orange

Hex #f38b00 C 2 M 54 Y 100 K 0 R 243 G 139 B 0

Dark Orange

Hex #e96f0b C 5 M 69 Y 100 K 1 R 233 G 111 B 11

Light Blue

Hex #4492cf C 71 M 32 Y 0 K 0 R 68 G 146 B 207

Dark Blue

Hex #0a74c7 C 84 M 52 Y 0 K 0 R 10 G 116 B 199

Light Green

Hex #77bc1f C 59 M 2 Y 100 K 0 R 119 G 188 B 31

Dark Green

Hex #589c00 C 71 M 16 Y 100 K 3 R 88 G 156 B 0

Secondary Accent Colors

Primary Accent Colors

COLOR: NEUTRAL COLORS

Neutral Colors

Light Grey 1

Hex #f2f3f4 C 4 M 2 Y 2 K 0 R 242 G 243 B 244

White

Hex #ffffff C 0 M 0 Y 0 K 0 R 255 G 255 B 255

Light Grey 5

Hex #bfc2c7 C 25 M 19 Y 16 K 0 R 191 G 194 B 199

Dark Grey 4

Hex #262729 C 73 M 66 Y 62 K 67 R 38 G 39 B 41

Dark Grey 3

Hex #3b3d40 C 71 M 63 Y 58 K 48 R 59 G 61 B 64

Light Grey 2

Hex #e8ebea C 8 M 4 Y 5 K 0 R 232 G 235 B 234

Light Grey 6

Hex #aaadb4 C 35 M 27 Y 23 K 0 R 170 G 173 B 180

Light Grey 3

Hex #dde1e3 C 12 M 7 Y 7 K 0 R 221 G 225 B 227

Dark Grey 1

Hex #81858d C 52 M 42 Y 37 K 4 R 129 G 133 B 141

Light Grey 4

Hex #cfd3d6 C 18 M 12 Y 11 K 0 R 207 G 211 B 214

Dark Grey 2

Hex #5a5d64 C 65 M 56 Y 48 K 23 R 90 G 93 B 100

The Neutral Colors are intended to assist the Primary and Primary Accent Colors to convey necessary information in a clean manner to provide variety and depth. It is recommended to use contrasting greys when using greys together (i.e. Light Grey 2 with Light Grey 6). Limit the use of greys to two to three options on a design piece.

Never use gradients of any color in the Neutral Colors.

COLOR: COLOR APPLICATION EXAMPLES

Color Application ExamplesWe’ve gathered and created a few examples in which one would apply Taylor Corporation branding and the Taylor logo to content. These examples are meant to be helpful in providing context of the logo in a different settings, but may not applicable to all applications.

COLOR: COLOR APPLICATION EXAMPLES

Color Application Examples

Taylor Corpora�on is a provider of message-delivery products, services and technologies.

Al DutcherVP of Business [email protected]

Comprehensive mobilestrategy and applica�ondevelopment

Data and analy�csop�miza�on

300 of the Fortune 500 companies served

Located in 32 states and 8 countries

Mail 2 billion pieces per year

World’s largest corporateiden�ty solu�ons provider

World’s largest plas�ccard printer

Most diverse prin�ngcapabili�es in North America

taylorcorp.com

WELCOMEWELCOME

KYLE SMITHHuman Resources

Typography

TYPOGRAPHY: OVERVIEW

Typography that adds harmony to our brand.

Taylor Corporation’s contemporary Lato sans-serif typeface, with its strong structure, the typeface communicates a stable and intelligent typographical voice to the brand. The semi-rounded details of the letters and classical proportions of the uppercase letters portray feelings of warmth and harmony. Using the typeface combined with our brand aesthetics adds character to the brand while maintaining a clear, readable style.

TYPOGRAPHY: LATO TYPEFACE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890







Lato Light (default body copy weight) Lato Bold

Lato Medium Lato Black

Lato Regular (default body headline weight) Lato Heavy

Lato Semi-bold

Lato TypefaceOur brand typeface, Lato, is available in many different styles. We are offering only the font styles shown in this section for flexibility across applications. We are not using the thin and hairline styles, as the strokes on these styles are to thin for the messages we want to convey.

Lato Regular should be used primarily for headlines, while Lato Light should be used for supporting text, such as body copy. There may be instances during which the weight needs to be thicker, such as with reversed text; in this case, use Lato Bold for headlines and Lato Regular for supporting text. All caps may be used in headlines.

TYPOGRAPHY: LATO ITALIC STYLES








Lato Light Italic Lato Bold Italic

Lato Medium Italic Lato Black Italic

Lato Italic Lato Heavy Italic

Lato Semibold Italic

Lato Italic StylesThe Italic Lato styles should be used very sparingly to emphasize text when necessary.

TYPOGRAPHY: ARIAL TYPEFACE

Arial TypefaceIf the primary Lato typeface cannot be used, Arial is the secondary typeface. Arial Italic and Arial Bold styles should be used sparingly (i.e. only for emphasizing small amounts of text). Arial is often used for digital documentation and email communication.





Arial (default body and headline copy weight) Arial Bold

Arial Italic Arial Bold Italic

TYPOGRAPHY: UNACCEPTABLE TYPEFACE USAGE

Unacceptable Typeface Usage

Do not distort type. Do not use unauthorized typeface.

Do not use type on a curve.

Do not use special effects. Do not add perspective. Do not . . .

TA

YLOR CORPORATIONTAYLOR

TAYLOR

GRAPHICS: TYPOGRAPHICAL APPLICATION EXAMPLES

Taylor is one of the largest privately held companies in the United States. Our family of companies create powerful and intuitive products, provide unique services, and offer the strategic thinking needed to develop incredible interactive, printing, and marketing solutions. We empower businesses to build memorable brands and operate effectively and efficiently. Everything we do begins with identifying the unique priorities and needs of our clients and crafting one-of-a-kind solutions.

SOLUTIONS & SERVICESAs a top ranking supplier of communications, print and promotional products across North America, Taylor’s distinct com-petitive advantages is our ability to serve as a single source capa-ble of producing an infinite number of solutions.

Taylor is one of the largest privately held companies in the United States. Our family of companies create powerful and intuitive products, provide unique services, and offer the strategic thinking needed to develop incredible interactive, printing, and marketing solutions. We empower businesses to build memorable brands and operate effectively and efficiently. Everything we do begins with identifying the unique priorities and needs of our clients and crafting one-of-a-kind solutions.

Innovation at Work

Innovation at Work

PURPOSE & PeopleReversed Lato Example (Lato Bold, Lato Regular)Lato Example (Lato Regular, Lato Light)

Arial Example (Arial Regular)

Committed to our employees, committed to the future.

Typographical Application ExamplesPictured are a few examples to show Taylor Corporation’s typographical design style.

Graphics

GRAPHICS: OVERVIEW

Imagery, patterns, and iconography that's meaningful to the brand.

Taylor Corporation’s graphical design style highlights collaboration with the use of memorable imagery, abstract patterns and impactful iconography. Using real-life imagery of people and products in their natural environment focuses on human connections, and gives our customers an engaging and memorable experience. Subtle use of abstract patterns add an innovative visual design style that accentuates order and structure. Our simple iconography uses basic flat geometric shapes to synthesize a idea or object to portray a clear message to our customers in an abbreviated way.

Our graphics reflect who we are and what makes us unique: expertise, strategy, reliability, and innovation.

GRAPHICS: LIFESTYLE IMAGERY

Lifestyle ImageryTo maximize the impact of our imagery, please refer to the proper usage examples pictured. Images should convey a feeling; they should feature real-life examples of people, that in most cases are not looking at the camera. Avoid images that appear to be a stock photo. Include product when possible.

Do show authentic, real-life interaction between people.

Do show people as they would appear in their work environment.

Do show authentic product interaction.

Do capture natural expressions in spontaneous moments.

Do consider different perspectives in imagery.

Do show diversity (ethnicities, gender, age)

GRAPHICS: PRODUCT IMAGERY

Product ImageryWhen it is necessary to focus on a specific product outside of an environment, a product may be featured by itself using the standards shown.

Do ground the product using subtle shadows and reflections.

Do consider depth and varying angles to highlight features.

Do incorporate images with human elements around the product image.

Do capture people in sponta-neous moments.

Do consider different perspec-tives in imagery.

Do show diversity (ethnicities, gender, ages...)

GRAPHICS: ICONOGRAPHY

IconographyIconography serves as an important visual aid in communication. Icons are best used in conjunction with text-based content that accurately represents the information. Our iconography uses flat, geometric shapes and must follow a consistent, uniformed style, focusing on width, depth and level of detail. Iconography and icons are recommended to draw attention to our products, services, menus, and features.

Below are sets of iconography that have been created to represent our brand. The utilization of establishing iconography is recommended to provide brand consistency. When it is necessary to create new iconography, a similar style should be applied.

Taylor iconography can be either Dark Grey 3, reversed to white on a dark background, or key icons and hover states on websites can be Primary Taylor Red.

GRAPHICS: PATTERNS

PatternsPictured are acceptable patterns that can be used in throughout the Taylor brand, primarily in print and digital media. Use patterns in a subtle way to add visual design style and create interest. Reference Pattern Application Examples showing proper usage of the approved patterns.

Black Star PatternUse with a Black or Dark Grey 4 overlay. The opacity may be reduced to a minimum of 75%.

Pinstripe PatternUse at 100% opacity.

Grey PatternOpacities of any percentage may be used.

Blue PatternUse at 100% opacity.

Grey Star PatternOpacities of any percentage may be used.

Monthly amount will fluctuate on actual payroll schedule and number of paychecks paid in each month. Plans and rates are effective for the 2016 plan year. Medical plans are part of a preferred network of providers, or PPO, with deductibles ranging from $2,000-$12,000

ONEfamily of companies

MANYo p p o r t u n i t i e s

For over 40 years,Taylor Corporation has been a progressive technology and message delivery company.

Part of our mission is to create tomorrow’s innovations, business processes & marketing solutions for our clients.

We exist to create opportunityand security for employees.It’s our tradition.

DENTAL

Monthly Rates

SECURITY PREMIUM SECURITY PLUS HSAP

Single Single Single Single

Single + 1 Single + 1 Single + 1 Single + 1

Family Family Family Family

$153.30 $39.57 $82.83$83.62

$179.80

$238.32

$329.58 $85.11 $178.14

$436.92 $112.77 $236.11

SECURITY SELECT

Monthly Rates Monthly Rates Monthly Rates Monthly Rates

MEDICAL PLAN CHOICES

Single$16.05

Single + 1$34.52

Family$45.75

VISION

Single$8.23

Single + 1$11.80

Family$21.00

About UsTaylor companies provide a diverse set of brand communication products, services andtechnologies for the world’s most recognizable brands. You’ll see our solutions in your email inbox, in your mailbox, in retail settings and on your mobile device.

Taylor companies embody the entrepreneurial spirit, work ethic and concern for people that distinguish us from other companies. While the business landscape has changed, and our family of companies has grown, our core purpose and values have remained constant. Perhaps that’s the reason our companies continue to make big waves in the marketplace.

How We Make a DifferenceOur companies encourage their teams to take their skills beyond the workplace to be active members in community and professional organizations. Support for community involvement is one of the things that makes our culture unique and helps our employees experience the Total Rewards of giving back.

Total RewardsOur Total Rewards package of benefits and compensation reflects our bold commitment to creating opportunity and security for employees.

HEALTH, DENTAL & VISIONOur health plans offer you choices – allowing you to choose from several plan options, as well as providing an opportunity to earn wellness credits through annual wellness fair screenings. As part of the nation’s largest network, our dental plan provides access to over 75% of dentists nationwide. Our vision plan offers substantial discounts and access to network doctors that are in medical offices and shopping centers – close to your home and work.

Monthly Rates

GRAPHICS: APPLICATION EXAMPLES

Pattern Application ExamplesWe’ve gathered and created a few examples in which one would apply Taylor Corporation branding and the Taylor patterns to content. These examples provide context of the patterns in a different setting, but may not apply to all applications.

EMPLOYEE

BENEFITS2016 OPEN ENROLLMENT MEETING

1 CONFIDENTIAL

LIFEDENTAL

VISION FLEX

HEALTH

Templates & Examples

TEMPLATES & EXAMPLES: OVERVIEW

Developing a impactful and cohesive brand treatment.

Taylor Corporation's unified brand treatment is key to portray our corporation in a consistent manner to give our prospective customers a positive first impression, and our current customers, a long-standing assurance of our strength, stability, and expertise.

Use the following templates and examples as guides when developing communications and marketing materials to determine the best way to apply style to Taylor's brand.

TEMPLATES & EXAMPLES: BUSINESS CARDS

Business Cards

Executive Card• 3 layers of paper (black, red (middle), white)• Back side used soft touch paper and has a deboss imprint of the mark with a foiled logo• Front side has red foil on the mark and a spot varnish on the grey swoosh

Digital Card• Same design as the executive card on front and back side but is printed digitally (no foil, deboss or spot varnish)• 1 paper layer (white)• A soft touch coating can be added to the back of the card for an additional fee

Lenticular Card• The red and black logo mark effect disappears as you tilt the card• The “Taylor” logo on the back side, as you tilt the card, turns on each letter until all letters appear on the card• The grey and black layers on the back side of the card flip as you tilt the card

Taylor Corporation1725 Roe Crest Drive North Mankato, MN 56003

[email protected]

taylorcorp.com

Deb TaylorCEO

Taylor Corporation1725 Roe Crest Drive North Mankato, MN 56003

[email protected]

taylorcorp.com

DEBTAYLORCEO

TEMPLATES & EXAMPLES: LETTERHEAD & ENVELOPES

Letterhead & EnvelopeEnvelope• Flat offset printing on white avalanche paper• URL is placed on the envelope back, centered .25

inches from the bottom• Mail to address: Lato Light 10-12pt, Black, left

justified 1.5 inches from the left edge

Letterhead Body Text• Text should be right justified 1/2 inch from the

bottom right edge of the page

• Flat offset printing on white avalanche paper• Main body text should be left justified .5 inch

from the left edge • Main body text use Lato Light, 10.5 pt Black or

Arial Regular, 10.5 pt Black

1725 Roe Crest DriveNorth Mankato MN 56003

1725 Roe Crest Drive, North Mankato, MN 56003P: 507 .625 .2828 | F: 507 .625 .2988 | taylorcorp .com

TEMPLATES & EXAMPLES: NOTE CARDS

Note Cards & Envelope

Note Cards• 2 styles• Foil on red areas

Envelopes• Text should be left justified .25 inch

from the left of the page• Font should be Lato Light, black• Litho print

1725 Roe Crest DriveNorth Mankato, MN 56003

taylorcorp .com

1725 Roe Crest DriveNorth Mankato, MN 56003

TEMPLATES & EXAMPLES: POWERPOINT

PowerPointTaylor has established two standard formats for presentation slides. The standard formats are to be used in all presentations for internal and external audiences. The use of a common, flexible format throughout the organization provides consistency and reinforces the brands identity.

Format 1

Format 2

The legal disclosure below should always be included with presentations: CONFIDENTIALITY NOTICE: This document contains confidential information intended solely for the recipient(s) named herein. The information set forth in this document may not be reproduced or disclosed by the recipient(s) without the prior written consent of the author.

The examples above show just a few of the slides available in the standard format.

TEMPLATES & EXAMPLES: DIGITAL DOCUMENTATION

Digital DocumentationTaylor has established a multiple page standard format for digital documentation to allow for complex documents and reporting when needed. The multiple page format utilizes the header and footer on each page to provide consistency and reinforces the brands visual identity.

Title Page• Title - Arial Bold 24, Black• Subtitle - Arial 20, GrayNote: The title page can be removed, but the confidential information must then be placed on another page.

Content Page• Page Header - Arial Bold 16, Red• Title - Arial Bold 14, Black• Subtitle - Arial Bold 12, Gray• Body Copy - Arial 11, Black

Header & Footer• The header consists of the Taylor logo in the upper right corner with a thin red line separating it from the content.• The footer consists of the date and number of pages in the document

TEMPLATES & EXAMPLES: EMAIL SIGNATURE

Email SignatureWhen email messages are distributed outside the company, they should be professional and consistent in content, tone and appearance with the Taylor brand. Refrain from using sayings, slogans, icons and quotations in your company email signature.

Name: Arial Bold, 13 point, blackTitle: Arial Italic, 12 point, blackCompany: Arial Regular, 12 point, blackAddress: Arial Regular, 12 point, blackPhone: Arial Regular, 12 point, blackEmail: Arial Regular, 12 point, blackURL: Arial Regular, 12 point, blackConfidentiality Notice: Arial Regular, 9 point, grey

** To protect Taylor, the legal disclosure provided should ALWAYS be included with email/mobile messages for content being disclosed without reproduction rights.

CONFIDENTIALITY NOTICE: The information contained in this electronic mail transmission may contain privileged communications and/or confidential information intended only for the use of the named recipient(s). If the reader of this information is not the named recipient(s), or the employee or agent of the named recipient(s), you are hereby notified that any dissemination, distribution, copying or use of this information is strictly prohibited. If you received this transmission in error, please: (1) immediately notify us by return electronic transmission at <INSERT YOUR EMAIL>; and (2) permanently delete this message from your computer and all servers and other storage devices.

TEMPLATES & EXAMPLES: ADVERTISING COLLATERAL

Advertising Collateral

CONTACT AMY OPSAL, LEAD GENERATION SPECIALIST(651)361-7482, [email protected] www.taylorcorp.com

MARKETING LEADERS CHOOSE TAYLOR: MARKETING EXECUTION AND COMMUNICATIONS FOR INSURANCE AND FINANCIAL SERVICES

Seven of the top ten insurance and financial services companies in the world rely on Taylor for marketing, program management and execution. With advanced technology services, a focus on industry best practices and unparalleled experience in the marketplace, Taylor is uniquely qualified to drive customer acquisition, cross-sell and retention programs. Taylor’s 90 plus subsidiaries and 9,000 employees provide innovative solutions for design, custom printing, fulfillment, corporate identity and more.

• Taylor works with 7 of the top 10 insurance and financial services companiesin the world.

• Provide our partners with industry best practices and strategic insights through a consultative process.

• Offering marketing solution sets, services and technologies to drive new customer acquisition, cross-selling and retention programs.

TAYLOR SOLUTION SETS:

• Customer Communications Programs

• Marketing Execution• Omni Channel Direct

Marketing• Marketing and Promotional

Print• Prepaid and Loyalty Products• Corporate Identity Products• Managed Communications and

Print Service

• Big Data Management Services• Prospecting and Loyalty

Programs

• Postal Optimization Services• Campaign Management

Services• Cloud and Web Based

Technology Platforms to drive top line revenue and deliver low cost efficiencies

The company was looking for ways to make thiscommunication more timely, efficient and costeffective, while still maintaining compliance withstrict regulatory guidelines.

A large pharmaceutical company - with multiple branded products covering several therapeutic areas – relies on a network of national sales representatives to deliver product training and education to prescribing physicians.

Online Ordering Site Exceeds PharmaceuticalCompany’s Expectations

FLOURISH

THE CHALLENGE

TEMPLATES & EXAMPLES: BANNERS

Banners

TEMPLATES & EXAMPLES: APPAREL

Apparel

Clothing Color & Logo Combinations• Black clothing used with the Reversed Red/White Logo• Dark grey clothing (reference Dark Grey 2-4 from the Neu-

tral colors) used with the Reversed Red/White Logo• Light grey clothing (reference Light Grey 1-3 from the Neu-

tral colors) used with the Primary Red/Black Logo• White clothing used with the Primary Red/Black Logo• Clothing colors other than black, grey or white are not ac-

ceptable color choices unless the logo is placed on a white, grey or black patch

Combining With Other Logos• If the shirt color is black, grey or white and an affiliate/sub-

sidiary logo is the primary logo, the Taylor logo may be used on the front, back, sleeve or cuff of the shirt 75% or smaller than the primary logo.

• If the shirt color is a color other than black, grey or white and an affiliate/subsidiary logo is the primary logo, Taylor Corporation must me written out in Lato or Arial font.

• It's suggested to place the primary logo in the upper-left area on shirts and the secondary logo on the arm sleeve.

TEMPLATES & EXAMPLES: POST-IT-NOTES & FOLDERS

Post-it Notes & Folder

FoldersThe Taylor folder design draws parallels from the brand aesthetics. This signifies to our customers that we are expert, reliable, innovative, and strategic.

• Red foil on red areas of logo• Deboss on mark shown on cover

Offering a professional feel to highlight and promote our capabilities to our customers.

Post-it NotesThe Taylor Post-It and Notepad designs focus on simplicity to keep white space available to communicate, while still reinforcing the brand. Use a two-color print process with a 5% screen on the Power Mark.

taylorcorp.com

TEMPLATES & EXAMPLES: WEBSITE

WebsiteA website should have a simple design, using the primary colors and accenting iconography with the accent primary colors. Images should follow the image guidelines and the Lato typeface used where possible (Arial typeface as a secondary option when Lato is not available). Images and graphics should be used in accordance to brand guidelines.

TEMPLATES & EXAMPLES: MEDIA PRESS RELEASE

Media Press Release

Media Press ReleasePositive news coverage of Taylor Corporation and its people, activities, capabilities, products and services can contribute to the overall growth and success of our corporation, enhance our reputation, and build the value of the Taylor brand.

Any form of media that mentions Taylor or Taylor Corporation must be reviewed and approved by the Communications Department. If you need assistance in drafting, creating or responding to media requests, please contact Taylor ([email protected]).

If any Taylor employees are contacted directly by a news media representative, they are required to refer that person to Taylor ([email protected]) as well.

Taylor BoilerplateThe Taylor boilerplate is to be used for Taylor Corporation Press/Media releases only.

“Taylor Corporation, one of the largest privately held companies in the United States, provides innovative products, technologies and services that focus on the evolving needs – personal and business – of more than half of the Fortune 500 companies and millions of small businesses and consumers around the world. With more than 80 domestic and foreign subsidiaries, Taylor is recognized as one of the top 3 graphics communications companies in North America, delivering what matters most to its customers.”

Brand Guidelines Revision History

VERSION 1.4April 2017Page 10: Red CMYK values

VERSION 1.4June 2016Pages 7-8: Brand ArchitecturePage 11: Logo ElementsPage 15: Location Logos: Brand Guidelines Revision History

VERSION 1.3March 2016Adjustments to Brand Identity, Character, and PersonalityAdded Advertising, Banners, Apparel, and Website ExamplesAdded Iconography and Pattern Guidelines and Examples

VERSION 1.2February 2016Added IntroductionAdded Brand Identity, Vision, and MissionAdded Brand CharacterAdded Brand Personality, Voice, MessagingUpdates to all logo overview and logo pages Updates to Subsidiary & Affiliate Logo Guidelines

REVISION HISTORY: BRAND GUIDELINES REVISION HISTORY

Updates to Color Overview Adjustments to Secondary Accent Color Values Adjustments to Neutral Color Values Added Color Application Examples Updates to Typography Overview Added Unacceptable Typeface GuidelinesAdded Graphics Overview and SectionAdded Lifestyle and Product Imagery GuidelinesAdded Templates and Examples Overview and SectionAdded Business Cards, Letterhead/Envelopes, Notecards/EnvelopesAdded Email Signature, Post-It Notes, FoldersAdded Powerpoint, Digital Word Documents and LetterheadAdded Media Press Release

VERSION 1.1July 2015Who We AreLogo OverviewPrimary Logo GuidelinesClear Logo Space GuidelinesAlternate and Reversed Logo GuidelinesPower Mark Usage GuidelinesIncorrect Usage of Logo and Power MarkPartner Lockup (later renamed to Subsidiary & Affiliate Logo Guidelines) Color OverviewPrimary, Accent and Neutral Color Definition Typography OverviewPrimary and Secondary Font Definition Typographical Application Examples

[email protected]

CONTACT INFORMATION