mtrex_brandspecrev4-1

N E T W O R K S

BRAND IDENTITY GUIDELINES FOR MTREX NETWORKSV.1 10/08/2013

We have developed these brand guidelines to help you use the MTREX Networks brand when creating and producing materials for your own communications, initiatives and events.

You will notice that there are several sections to this book: •History of the MTREX Brand •Brand Essence •Brand Personality •Brand Values •Brand Identity •Retail Channel If you have any questions while usingthisspecificationguide,pleaseemail: [email protected] or call 1-888-99MTREX.

THE HISTORY OF OUR BRAND

Our current branding began with our own corporate executive team deciding that MTREX Networks was at an important and critical juncture in its business growth.Werealizedwewouldbenefitfroma‘brandrefresh’ in order to meet our current business goals, strengthen our market leader positioning and realize our vision for the future.

We called on an outside creative agency to assist us in exploring and identifying our strengths and re-invent-ing our brand. We were most concerned with commu-nicating the invisible or intangible qualities that make us a leader in the market, a sought-after business part-ner, and a competitor to watch in the years to come. We were seeking to communicate a more progressive and modern image.


The results of the creative process has elevated our game, transformed our image and brought our core values to the fore – out of hiding and into the public eye.

What anyone who has ever dealt with MTREX Net-works knows is how committed we are to going be-yond in serving our customers/partners. We care about the whole relationship – it is not just a sale to us. We seek to spot and leverage opportunity that can enhance our clients’ business and ensure their success, anddeliverasuperior,reliable,flexible,secureandsim-ple experience in network connections worldwide.

What is second nature to us is: A classic commitment to old world relationship-based values.


We had never considered bringing these values into our core messaging until now. We realized that what is second nature to us – delivering more - is at the core of our business model, our business ethos, and is, for us,thedefinitionoftrueservice.

Thus, our new brand message is:

EXPECT MORE.

Expect More is meant to be applied to every aspect of our business – technology and delivery system and the end-user (customer/partner) experience.

THE BRAND ESSENCE

The MTREX Networks brand essence is : EXPECT MORE

This means that you can expect more from MTREX Networks – both as a partner and a customer. MTREX will exceed expectations and deliver more at every level – in technology, network connection worldwide and relationship & business building.

Expect More:• theULTIMATEINMEANINGFULCONNECTIONS – through its partnership with major wireless carri ersitallowsforthe‘largestcellularwirelessreach in and around the world’

• HIGHWAYOFNETWORKSthatensurethe smooth, reliable, secure delivery of an increasingly complex M2M transfer of energy, money, data, information between machines and devices worldwide

• LUXURYBRAND–ultimateincustomer experience

THEBRANDPERSONALITY

• ONE-LINEBILLING–totallygreen–easeofuse

• FLEETOFFOOT–movingfasttospotand capital ize on opportunity

• FLEXIBLEenoughtoremaincompetitive

EXPECT MORE telegraphs an open, friendly, personal, caring, solid, generous and authentic personality. A surprise positioning for a TECH company. It is cutting edge – and caring. It is alive, vital, fresh, personable and reliable, secure and leading edge. It delivers beyond expectations – in every way imaginable – so much so, thatyouwillfindyourselfpleasantlysurprised.

Expect More is a living brand – lived via the customer and partner experience of the brand.

THEBRANDVALUES

MTREX Networks new branding is founded in a set of values that combines old world with contemporary world – in fact, you could say, the best of all possible worlds.

MTREX Networks never rests on their laurels, they are always looking to spot and leverage opportunity and they never forget where they came from – solidly built relationships founded in integrity, caring, reliability, communication, security.

OURVALUES:

WE CARE ABOUT YOU – Mtrex Networks cares about the customer and their entire business – and strives to deliver the ultimate in customer care – an-ticipating needs and offering solutions.

ALERTTOOPPORTUNITIES–Weworkhardtospotopportunities for you that can enhance and grow your business and your bottom line.

FLEXIBLEENOUGHTOEVOLVE–Thebusinessisgrowingfast,becominginfinitelymorecomplex.Com-panies that thrive are those that can evolve quickly. We pride ourselves on our commitment to continuously improve – continuously evolve.

ULTIMATESECURITYANDRELIABILITY-99%up-time and unhackable.

ONELINEBILLING–Webelieveineaseandsimplic-ity and keeping things lean and green. We have made a commitment to the ecosystem – and to making things easy for you. Billing comes to you in one-line. No fuss, no muss.

SPEAKTHEFUTURE–Wemakesurewemakemean-ingful connections – by learning the languages of the future. We do business worldwide – in many languages, including Mandarin.

THEVISUALIDENTITY

MTREXNETWORKS–INTRODUCTION

Having established MTREX’s positioning and values, we bring them to life with a visual and verbal identity.The brand elements described in these guidelines ex-press our visual identity in a beautiful and inspiring way.

The following pages explain the brand elements and how to use them consistently across all media and communications.

THEVISUALIDENTITY

MTREXNETWORKS–NEWBRANDLOGO

The MTREX logotype is the most important element of our visual identity. It is the visual embodiment of the brand that people will instantly come to recognise and associate with MTREX Networks.

The following pages outline a few simple rules about our logotype. Please take your time to understand how it is applied so that it will always appear in a clear and consistent way.

The graphic symbol represents the roots of the com-pany in M2M technology comprising network, alternat-ing signals, and wireless delivery, winged motif.

The logotype has been specially created for us, so please don’t alter it in any way. It must always be re-produced from master artwork. Different artworks have been created for different applications; these can be downloaded from www.mtrexnetworks.com.

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THEVISUALIDENTITY

MTREXNETWORKS–LOGOEXCLUSIONZONE

EXCLUSIONZONEWe’vedefinedanexclusionzonethatstopsothergraphic elements interfering with the MTREX logotype.

MINIMUMSIZEThe logotype should never be too small to read. We’ve set a minimum size of 30mm.

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30mm

X

X

1/2 X

EXCLUSION ZONE

MINIMUM SIZE

THEVISUALIDENTITY

MTREXNETWORKS–LOGOPOSITIONING

Always follow the exclusion zone rule when position-ing the MTREX logotype around the edges of a page or when you are combining it with other graphic ele-ments.

The logo does not have to only live in corners or along edges, but care must be taken to create well bal-anced and considered compositions.

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THEVISUALIDENTITY

MTREXNETWORKS–LOGOLOCKUP

The MTREX logotype is comprised of a wordmark and a graphic symbol. These two elements together form what is know as the lockup.

We have provided a standard lockup and an alternate versionforspecificapplicationswhereaverticalorsquare placement is necessary.

Beyond these two versions the logotype should not be altered in any way.

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STANDARD LOCKUP

ALTERNATE LOCKUP

THEVISUALIDENTITY

MTREXNETWORKS–LOGOTYPE

WHAT NOT TO DOAs with any creative identity guidelines there will be elements that are open to interpretation. The MTREX logotype operates around rules of common sense. If you feel what you’ve created doesn’t make sense, or looks strange then it probably is.

To help we have highlighted some things that should never be done to our logotype.

N E T W O R K S“Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occae-cat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.”

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1. Including elements in the exclusion zone. 2. Stretching or squeezing the logotype.

3. Rotating the logotype. 4. Creating a new lockup with other typo-graphical elements.

5. Including graphical elements in the exclusion zone.

6. MTREX Blue logo on blue background.

7. MTREX Blue logo on gold background. 8. Altering the logotype lockup.

X XXX

XX

XX

THEVISUALIDENTITY

MTREXNETWORKS–COLOURPALETTE

To keep our brand fresh and exciting we have created a palette of 3 colours. The inspiration for these comes from a mixture of the old and the new.

The colour Blue is grounded in the companies history and symbolizes MTREX roots in commerce and signi-fiestheircommitmenttoreliabilityandsecurity.TheGoldtonesignifiesMTREX’spositionasagloballeader, an upscale brand and provider of M2M technol-ogy and network services.

The Silver tone is a nod to MTREX’s old world values where, much like B&W photography, the human story is imparted into every business relationship.

The MTREX logotype can be produced only from these colours or reversed out to either black or white. Please select the most appropriate colour for your communication.

Original

Pantone

Modi�ed CMYK

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COLOUR PALETTE

THEVISUALIDENTITY

MTREXNETWORKS–COLOURPALETTE

Forfullcolourspecifications,andguidanceonusageseetheCOLOURUSAGEsection.Alwaysreproducethe coloured logos from the master artwork. These can be downloaded from www.mtrexnetworks.com.

THEVISUALIDENTITY

MTREXNETWORKS–COLOURUSAGE

The identity can by applied using the approved colours invariousconfigurations.Itcanappearassolidfullbleed colours or reversed out to white or black as the examples illustrate.

In special circumstances where the background co-lour is MTREX Blue then the MTREX Silver logotype should be utilized for contrast and corporate colour consisitency.

Colour Pantone C M Y K R G B HEX#MTREX Blue Pantone 7546C 84 67 38 22 65 79 105 414f69MTREX Gold Pantone 611C 16 10 86 0 216 207 84 d8cf54MTREX Silver Pantone 428C 10 7 7 7 210 211 212 d2d3d4MTREX Black Pantone Process Black 0 0 0 100 2 2 2 020202MTREX White 0 0 0 0 255 255 255 ffffff

STANDARD

SILVER

BLACK

WHITE

THEVISUALIDENTITY

MTREXNETWORKS–COLOUR

WHAT NOT TO DO• Donotintroducenewcolours.

• Donotmixthecolourswithinthelogo.

• Donotchooseimagerywhichclasheswiththe logotype.

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THEVISUALIDENTITY

MTREXNETWORKS–PHOTOGRAPHY

INTRODUCTIONPhotography is a key part of the MTREX brand.Our images should be thought-provoking and inspiring.They should demonstrate a knowledgeable perspective of the MTREX corporate culture and not just technol-ogy from a business point of view.

We want to show a unique, unexpected and surprising angle on technology. The images should be B&W with an element of vibrancy, depicting natural action and emotion within them. Images should create a sense of place and lifestyle that transverses the modern to the past. It is important to show the human side of MTREX that celebrates old world values and relation-ships within a modern lifestyle.

We have divided our photography into 4 main catego-ries:ICONIC,DETAIL,ABSTRACTandPEOPLE.Use the images that you feel are most relevantto the message you are trying to communicate.

ICONIC

DETAIL

PEOPLE

ABSTRACT

THEVISUALIDENTITY

MTREXNETWORKS–PHOTOGRAPHY

PHOTOGRAPHICCHECKLIST1. Is the image dramatic and inspirational?

2. Does the image have a natural warmth?

3. Is the image thought-provoking and unique?

4. Does the photograph have good colour contrast, engaging subject matter, interesting use of light and a strong composition?

5. Does the image feel balanced in tone and not overly brightorartificial?

6. Is the image clean, simple with a clear focal point and not busy, cluttered and complicated?

7. Did you achieve the most impact from your image or can you present or crop it in a better way?

THEVISUALIDENTITY

MTREXNETWORKS–TOPOGRAPHY

Typography is a powerful tool in the development of a creative identity. Using a typeface consistently makes it recognizable. It pulls together communications and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand; clean, modern and stylish.

TheMTREXbrandusesGillSansLightinallusesoftitles, headlines and body text. In cases where copy needstobeemphasizedthenGillSansRegularcanbeutilized. You must ensure you own a legitimate copy andlicenseofGillSansbeforeusingit.

For further information regarding purchase, and us-age of this font, contact: [email protected] or www.adobe.com.

GILL SANS LIGHTABCDEFGHI JKLMNOPQRSTUVWXYZabcdefgh i jk lmnopqr stuvwxyz0123456789

THEVISUALIDENTITY

MTREXNETWORKS–TOPOGRAPHY

TITLES,HEADLINESANDQUOTESUse UPPERCASE with a tracking value of 50 to create impact and recognition in titles, headlines and quotes.This is applied to the secondary line of information and the colour is always taken from the approved co-lour palette. This effect is used instead of bold and ital-ic type. Never use uppercase uniquely as body text.

TITLELEADINGLeadingfortitles,phrases,headlinesandquotesatsizesabove 14 pt. is the point size multiplied by 0.5.

BODY TEXTUse the automatic leading setting (approximately thepoint size plus 2). To emphasize phrases, use UPPER-CASEwithtrackingsetto50ortheRegular,notLight,version of the typeface.

Do not use bold and italic versions of the font.

MTREX NETWORKSEXPECT MORE.

X0.5X

Tracking set to 50

Leading

(Secondary line colour taken from colour palette.)

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TITLES, HEADLINES

BODY TEXT Uppercase, tracking set to 50

THEVISUALIDENTITY

MTREXNETWORKS–TOPOGRAPHYLAYOUTANDGRID

Layoutsshouldbecleanandsimple.Toachievethisyoushould avoid combining too many sizes of text.

As a general rule in MTREX communications on por-trait‘Aformat’layoutsuseasimple4columngrid.

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EXPECT MORE.MTREX NETWORKS

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EXPECT MORE.MTREX NETWORKSS

LOREM IPSUMLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo con-sequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Excepteur sint oc-caecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

“Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium do-loremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.

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blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas mo-lestias excepturi sint occaecati cupiditate non provident, simi-lique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum qui-dem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo mi-nus id quod maxime placeat facere pos-simus, omnis voluptas assumenda est, omnis dolor repellendus. quatur aut perferendis doloribus asperiores repellat.

EXPECT MORE MTREX NETWORKS

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lore eu fugiat nulla pariatur. Excepteur sint oc-caecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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quis nostrum exercita-tionem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequa-tur? Quis autem vel eum iure reprehen-derit qui in ea volup-tate velit esse quam nihil molestiae con-sequatur, vel illum qui dolorem placeat

THEVISUALIDENTITY

MTREXNETWORKS–TOPOGRAPHYLAYOUTANDGRID

Onlandscape‘Aformat’layoutsusea6columngridto keep layouts clean and simple. Don’t be afraid to be bold with headlines and quotes as they enhance the page layout.

POWERPOINT TYPEFACEArial is used for all powerpoint presentations.This ensures compatibility and cohesion across allplatforms and on computers that do not have the MTREXbrandfontGillSansinstalled.Usethesamerules,guides,andspecificationsasifusingGillSans.

ARIALABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

MTREX NETWORKS

MTREX NETWORKSEXPECT MORE.

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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

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Lorem ipsum do-lor sit amet, con-sectetur adipisicing elit, sed do eius-mod tempor in-cididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercita-tion ullamco labo-ris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Excepteur sint oc-caecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est labo-rum.

“Sed ut perspi-ciatis unde omnis iste natus error sit voluptatem accusantium do-loremque laudan-tium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit asper-natur aut odit aut fugit, sed quia con-sequuntur magni dolores eos qui ratione voluptatem

sequi nesciunt.

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odio dignissimos ducimus qui blan-ditiis praesentium voluptatum dele-niti atque corrupti quos dolores et quas molestias ex-cepturi sint occae-cati cupiditate non provident, similique sunt in culpa qui i oasperiores repel-lat.


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MTREX NETWORKS


THEVISUALIDENTITY

MTREXNETWORKS–RETAILCHANNEL

The MTREX retail channel is built upon the company visual identity along side a naming structure for each retail product.

The naming structure will be developed as the retail channel expands but follows the ancestral roots of the company’s founder. Some examples that follow this naming convention are:AMALFI,PADUA,BANCA,VOLO,CAPRI,FIRENZE.

These product names are all in the public domain and are taken from ancestral roots in old world Italy.

The packaging will feature a stylized illustration of old world architecture, people and art which is screened into a solid colour background.

THEVISUALIDENTITY

MTREXNETWORKS–RETAILCHANNEL

TheproductnamewillbefeaturedintheGillSansLighttypefaceandthecompanylogotypeandtypog-raphy follow all the conventions and rules previously outlinedinthisspecificationguide.

A secondary selling line emphasizes the differentiator for the consumer. This value added service is what sets MTREX apart from the competition and highlights the buy in for the retail market. That is:

POWEREDBYTHEMTREXBORDERLESSNETWORK

The MTREX Network borderless connection needs to be the top line selling feature and should appear prom-inently on the packaging.

This retail channel, being in its opening phases, will be revised and further developed as needed on a product by product basis.

BRANDINGGUIDE

MTREXNETWORKS–SPECIFICATIONS

ThisBrandingSpecificationGuidewaspreparedex-presslyforMTREXNETWORKSanditscontentsaresubject to copyright.It will be revised periodically and you should be aware that you are referencing the latest version. Please [email protected].

Prepared by:RobertM.DiVitoStudio,LLG1444 Dupont Street Suite 41Toronto, ONM6P4H3

mtrex_brandspecrev4-1

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