1. Because every life has a purpose… © MSA 2012 Visual Brand Language Introduction to Global Style Guide

2. Because every life has a purpose… © MSA 2012 2 Agenda  What is Visual Brand Language?  MSA Brand Positioning  VBL Concept  Global VBL Style Guide – Graphic Design – Packaging Design – Industrial Design – Trade Shows  Next Steps

3. Because every life has a purpose… © MSA 2012 3  Unique combination of design elements that allow customers to make an immediate visual connection to the MSA brand  VBL communicates our values and personality  VBL is like a pyramid What is Visual Brand Language?

4. Because every life has a purpose… © MSA 2012 4 Why Visual Brand Language?  To communicate our company's brand identity more effectively and clearly  To have a uniform and recognizable appearance of communications  To support the overall customer experience  To differentiate from our competitors  To have a new and fresh look for MSA all around the world  To create an emotional connection to our target audiences

5. Because every life has a purpose… © MSA 2012 5 MSA Brand Positioning TRUST & DURABILITY For nearly 100 years our passionate mission of safety empowers us “ The Safety Company ” to protect lives. We are committed to providing the latest in innovative, best-in- class safety solutions that feature integrated systems capability and allow our customers to return safely to their families and friends. Every day our customers place their lives in our hands. In response, we provide them with protection they can trust, and their stories become our stories. Hand in hand we partner with our customers to earn that trust.  Defines the visual tone of the MSA brand in relation to other brands  Communicates our purpose, our cause, and our beliefs Goal of Brand Positioning:  Create a positive memorable image, feeling and satisfaction with MSA in the minds of our customers

6. Because every life has a purpose… © MSA 2012 6 MSA Brand Positioning  It is our goal for all MSA associates worldwide to embrace, believe and promote our brand promise  Trust & Durability should be supported visually in all our marketing materials and product designs  It should be obvious to users interacting with our products  To support MSA Brand Positioning effectively, a new Visual Brand Language concept will be applied globally

7. Because every life has a purpose… © MSA 2012 7 VBL Concept  Focus on PEOPLE (employee at work compared to individual in private life) communicates the TRUST aspect  Structured and clear look provides high-grade impression and powerful forms communicate DURABILITY

8. Because every life has a purpose… © MSA 2012 8 VBL Concept  Basic Element: MSA Keystone – Plays a fundamental role for the recognition of the MSA brand – Stands for protection, trust and durability – Clear and strong form reflects the ruggedness and reliability of MSA products Keystone

9. Because every life has a purpose… © MSA 2012 9 Global VBL Style Guide  Defines all relevant, visual features specific for MSA  Should guarantee a global consistency and recognition of the MSA brand

10. Because every life has a purpose… © MSA 2012 10 Global VBL Style Guide  Section 1: Introduction – Mission and Vision, MSA Brand Positioning, VBL Pyramid, Total Brand Experience Lifecycle  Section 2: Graphic Design – Essentials, Literature, Advertisements, Stationery, PowerPoint Presentations, Videos, MSA Website  Section 3: Packaging Design  Section 4: Industrial Design – Design Process, Design Principles, Signature Elements, General Guidelines, Logo Application  Section 5: Trade Shows

11. Because every life has a purpose… © MSA 2012 11 VBL Guide – Essentials  Logo Usage Guidelines  Corporate Color Palette  Corporate Font  Corporate Design Paper

12. Because every life has a purpose… © MSA 2012 12 VBL Guide – Literature Market-Segment Brochure4-Pages Product Leaflet2-Pages Product Leaflet

13. Because every life has a purpose… © MSA 2012 13 VBL Guide – Literature  Categories of Literature – Application / Market Segment-oriented – Product-related – Others  Image Style  Layout – Color Scheme – Typography – Graphic Elements  Literature Content

14. Because every life has a purpose… © MSA 2012 14 VBL Guide – Advertising Image-orientedProduct-oriented Half-page

15. Because every life has a purpose… © MSA 2012 15 VBL Guide – Advertising  Essential Elements – MSA Logo – Corporate Font – Contact Details  Recommended Elements – MSA Keystone

16. Because every life has a purpose… © MSA 2012 16 VBL Guide – Stationery  Business Cards  Letterheads  Internal Notices  Internal Memos  Email Signature

17. Because every life has a purpose… © MSA 2012 17 VBL Guide – PowerPoint

18. Because every life has a purpose… © MSA 2012 18 VBL Guide – Videos  Logo Opening  Identifying Graphic  Program Exit  Program Format  Packaging and Labeling

19. Because every life has a purpose… © MSA 2012 19 VBL Guide – Website  URL  Concept  Color Scheme  Typography www.MSAsafety.com

20. Because every life has a purpose… © MSA 2012 20 VBL Guide – Packaging  Corporate Logo  Color Scheme  Elements on the Box – Text – Carbon Fiber Texture – Product Picture – Keystone – Aspect Ratio  Taping

21. Because every life has a purpose… © MSA 2012 21 VBL Guide – Industrial Design  Design Process  Design Principles  Signature Elements  General Guidelines  Color Scheme  Logo Application  Product Name

22. Because every life has a purpose… © MSA 2012 22 VBL Guide – Trade Shows  General Look  Design Elements  Staff Rules

23. Because every life has a purpose… © MSA 2012 23 VBL Guide – Color Reference Sheet

24. Because every life has a purpose… © MSA 2012 24 Where to find the VBL Guide…  Online version: http://webapps.msanet.com/vbl  PDF: Global Branding Database  Printed version: For Marketing and R&D associates Note: The VBL guide is an internal document and not meant for publication.  Trainings on specific design areas in MSA-U – Graphic Design – Packaging Design – Industrial Design

25. Because every life has a purpose… © MSA 2012 25 Next Steps  Mandatory training for associates dealing with VBL topics  Local Creativity and Design Centers are provided with templates for literature and packaging design  New concept will be applied to all future materials  Existing materials will be used up and changed with revision/reorder  Existing products remain unchanged

26. Because every life has a purpose… © MSA 2012 26 Key Facts at a Glance  Always show MSA Logo in the right manner  Use the Corporate Color Palette for all materials  Always use the Corporate Font, in 80% Black  Focus on People visually supports Brand Positioning “ Trust & Durability ”  MSA Keystone as basic graphic element for all professionally designed items Keystone

27. Because every life has a purpose… © MSA 2012 27 VBL Concept applied to different Materials Leaflet Website Advert Powerpoint Product Packaging

28. Because every life has a purpose… © MSA 2012 28 THANK YOU FOR YOUR ATTENTION! Now it's up to us to support and live MSA's Visual Brand Language to make our customers' MSA experience the best that it can be!