corporate branding & guidelines

This presentation contains nLIGHT proprietary information. No part of it may be circulated,

quoted, or reproduced without prior written approval from nLIGHT Corporation.

Corporate Branding & Guidelines

http://www.rpmbrandinnovation.com/

AGENDA

2

Area of Focus Page

Branding 4-7

Positioning 9-12

Logo Treatment 14-16

Logo & Sub-brand Treatment 18-20

Fonts & Color Palette 22-23

Industrial Design Overview 25-32

Industrial Design Specifications 34-38

nLIGHT Marcom Materials 40-44

AGENDA

Branding

Positioning

Logo Treatment

Logo & Sub-brand Treatment

Fonts & Color Palette

Industrial Design Overview

Industrial Design Specifications

nLIGHT Marcom Materials

Corporate Identity / Brand Definition

Corporate identity is the sum of the information in

the minds of various audiences, to distinguish a

given company from all others

Source: Tony Spaeth -- wwwidentityworks.com

BRAND

=

Experiences + Associations + Information

What is the nLIGHT brand delivering?

Defining the nLIGHT brand attributes

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Attribute Definition

Premium• High-end aesthetic

• Quality delivery at all levels

• Best in class: efficiency, power, durability, service

Precision

Engineered

• Clean, simple, refined

• Exacting level of detail

• Thoughtful, synergized design

• Expert knowledge, leadership voice in diode laser technology

Human

• Real, approachable, ego-less

• Compassionate in understanding of the customer's needs

• Establishing transparent , highly collaborative customer interactions

• Fostering meaningful and lasting relationships

Simple• Plug and play technologies enabling laser technology; small, refined packaging of product

• Ease of doing business: sales, service and support

• Unique designs without superfluous items or amenities (form follows function)

Reliable• Organization that delivers for the long-haul: service and support

• Product design and function that delivers on robustness, durability

nLIGHT’s brand attributes impact every aspect of our business

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→ Employee Interactions

→ Internal Team Functioning

→ Processes

→ Customer Engagements

→ Customer Service

→ Marcom Materials

→ Trade Show Presence

→ Product Portfolio

→ Quality Assurance

AGENDA

8

Branding

Positioning

Logo Treatment






What We Deliver

Our Promise

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nLIGHT’s Industrial Positioning

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Positioning Support: Continuous Focus

Positioning Support: Differentiated Value

11

12

Positioning Support: Operational Excellence

AGENDA

13

Branding

Positioning

Logo Treatment






nLIGHT Logo Overview

• nLIGHT‘s logo is the most powerful & important visual pillar of our brand delivery

− Consistency of treatment and visual prominence in materials is hugely important to

establishing a strong, well recognized, and respected brand

− The logo‘s crispness, solidity, strength and precision delivers nicely against our

brand attributes

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nLIGHT Logo Treatment: Font & Color

Logo Font

• Two fonts make up the unique nLight logo

− ―n” is Adobe Minion

− ―Light‖ is Adobe Myriad

Logo Color Specifications

• nLIGHT logo should be primarily* treated in the following logo colors

− Blue rectangle (PMS 2767, RGB 19/11/78, CMYK 100/97/0/45)

− White text reversed out of rectangle * If necessary, logo can be black with reversed out white font or silver/white with outlined nLIGHT lettering (e.g., see on-product labeling)

• 100% saturation of logo color; no gradations

• Do not re-colorize the logo in any other color, except those specified

• Logo should be treated as a solid, single block with ample room surrounding for visual

presence and prominence (e.g., 1-logo height separation around logo positioning)

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nLIGHT Logo Treatment: Usage & Orientation

• Use the logo as a visual identifier—not as an embellishment or decoration

• Do not use a color version of the logo on a colored background (e.g., utilize white

logo/black text or black logo/white text)

• Do not stretch or resize the logo to conform to another design or layout

• Do not rotate the logo

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AGENDA

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Branding

Positioning

Logo Treatment






nLIGHT Logo Treatment with Sub-brands: Overview

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In an effort to deliver consistency in brand hierarchy and logo

visualization, the following parameters must be met:

• nLIGHT is the umbrella parent brand with priority presence / prominence

• All sub-brands / product lines play a secondary level / support role to nLIGHT brand

• Extreme attention is paid to the interrelationship and spatial layout of the parent brand

and sub-brands to devise a simple, consistent communication

• As parent brand nLIGHT logo should achieve ~60% visual presence/weight

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nLIGHT Logo Treatment with Sub-brands: BU Logo Options

DEFENSE

DEFENSE

Recommended Options (Clean, Crisp, Defined, Encapsulated):

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nLIGHT Logo Treatment with Sub-brands: BU Logo Reco

DEFENSEDEFENSE

Recommendation:

Evolve nLIGHT Defense BU logo lockup

• Simple, clean, fresh

• Left to right read, highly legible

• Balanced spatially

• Encapsulated logo form with boundary around Defense

• Limit kerning on Defense to max readability and not detract from nLIGHT logo form

• In-line with working nLIGHT CN logo lockup

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nLIGHT Logo Treatment with Sub-brands: Examples

Business Units Product Lines

Pearl™

Liekki™

OptoTools™

For consistency in logo lockup, BU titling should be

treated in consistent form:

• BU title ½ logo space off the nLIGHT logo

• All capital letters

• Dark blue (PMS 2767) or dark gray

For product lines, the naming of the line be treated in

the following format:

• Product name ¾ logo space off nLIGHT logo

• Upper and lowercase text

• Dark blue (PMS 2767) or dark gray

NOTE: Under no circumstances should the logo lockup include both the BU and product line names.

Typically BU logo lockups are used for trade show, online materials, advertisements, etc. only.

DEFENSE

22

nLIGHT Logo Treatment with Sub-brands: Examples

Product Lines

Pearl™

NOTE: Under no circumstances should the logo lockup include both the BU and product line names.

Typically BU logo lockups are used for trade show, online materials, advertisements, etc. only.

• ¾ logo height separation between logo and BU/PL

• BU/PL in Arial font

• BU/PL name height matches ‗LIGHT‘ (top-bottom distance)

• BU/PL name positioning plays off of ‗nLIGHT‘ text foundation

• Product name kerning 110%

AGENDA

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Branding

Positioning

Logo Treatment






nLIGHT Typography

.

Fonts for External Corporate Communications

• ARIAL is the nLIGHT premier font for it‘s simplicity, cleanliness and legibility

• ARIAL is to be used for setting type on ALL corporate communications, such

as presentations, brochureware, datasheets, etc.

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nLIGHT Color Palette

Core Color Palette

• nLight Blue (PMS 2767, RGB 19/11/78, CMYK 100/97/0/45)

• White

Secondary Palette

• The two color in the secondary palette have tonal qualities similar to the nLight Blue but

they are not as saturated

• Since the focal point of the color palette should be the two core colors, the secondary

palette is used to compliment the core palette

− Black

− Cool Gray 9C (RGB 127/126/130, CMYK 0/1/0/51)

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AGENDA

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Branding

Positioning

Logo Treatment






Industrial Design Revamp Objective

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ObjectiveEstablish a unified, premium design language for

implementation across nLIGHT’s product lines

What do we want the

industrial design to do?

• Establish a systemized, unified design language

• Build design language that will become ownable / recognizable

• Reinforce premium, precision-engineering and durability

Desired customer takeawayBeautiful, premiuim design!

nLIGHT has a solid, durable designs and they understand my

needs…

Design Inspiration

• Robust, clean design aesthetic

• Functional, integrated design for plug/play

• Precision looking, harmonious design

• Simple, clean, designed

• Premium precision, high-tech feel

• Robust, sturdy design

• High precision

• Consistent / identifiable design platform across lines

• Aluminum, high-tech feel (clean)

• Balance of robust, premium and durable design

Design Inspiration

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The nLIGHT Design Family

30

What do we want the

industrial design to do?

Establish a systemized, unified design language

Build design language that will become ownable / recognizable

Reinforce premium, precision-engineering and durability

AGENDA

31

Branding

Positioning

Logo Treatment






Exterior Treatment Specifications

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Housing Material: Aluminum (6061 – T6)

Surface Treatment:

• Light Grain surfaces (Scotch-Brite Graining) from Datum A to B

• Provide uniform finish on specified surfaces

• Surfaces to have no visible machining marks or imperfections

• Clear anodize per MIL-A-8625F Type II Class 1 after light grain

Logo / Labeling Placement

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On-Product Labeling Overview

Single logo height separation from foundational edges / radii of product

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On-Product Labeling Overview

On-Product Treatment• Laser Etched on Product (Silver on Silver)

Labeling Structure• nLIGHT parent brand logo leads communication

• Product line name and model to right of logo

• ‗System‘ used to denote all systemized product formats (self-contained with UI)

• Use separator line to denote additional product info: driver or laser type (Green or IR)

• Power/wattage or safety info is provided via label on the back/underside of product to meet safety requirements

• ¾ logo height separation

• Product name in Arial font (font size 12)

• Product name height matches ‗LIGHT‘ (top-bottom distance)

• Product name positioning plays off of ‗nLIGHT‘ text foundation

• Product name kerning 110%

On-Product Labeling Specifics

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• All on-product labeling to be laser engraved / etched (logo and product name)

• All text to be ARIAL font

• All text to be font size 12 unless otherwise specified

• nLIGHT Laser Engraving Logo Specifications

o Logo to be taken from artwork file only

o Background to filled, no cermark

o Text and logo to be outlined with thin (200um) cermarked line

• Product Name Laser Engraving Specifications

o Text to be ¾ logo height in separation from nLIGHT logo to left

o Text to be height matched (top-bottom) to ―LIGHT‖ text in logo

o Text positioning foundation to be in alignment with ―nLIGHT‖ text in logo

o Text to be filled, no cermark

o Text to be outlined with thin (200um) cermarked line

o Text size to be ~5mm with 110% letter spacing (kerning) – match size to ―LIGHT‖

font sizing

• Interface Text (text used for buttons, LEDs, etc):

o Text to be filled with cermark

On-Product Labeling Examples

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Product Line Naming Structure Faceplate Graphic (Will be laser etched silver on silver)

OTF Direct Diode System (H20) + Driver

100W Diode Laser System (AIR)

400W Fiber Laser CW System (H20)

Pulsed Fiber Laser System (AIR/Green)

30W CW Fiber Laser System (AIR)

Pearl

Liekki

AGENDA

37

Branding

Positioning

Logo Treatment






Marcom Material Overview

All customer facing Marcom materials must:

1) Deliver a consistent and compelling brand message to target audience

2) Leverage simple, premium and unifying design characteristics

3) Amplify nLIGHT‘s core attributes:

− Premium

− Precision-engineered

− Human

− Simple

− Reliable

4) Further establish nLIGHT as a leading provider delivering ‗proven performance‘

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Marcom Material Examples: Brochureware

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Marcom Material Examples: Datasheets

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Marcom Material Examples: Tradeshow Booth

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Marcom Material Examples: Tradeshow Booth

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