1. 1. Preface 2. Expert Logo Usage 3. Combining your Logo with Expert 4. Signage 6. Branding & Point of Sale 7. Contact Details 5. Advertising

2. As an Expert dealer you are part of a national chain of specialist independent retailers who have agreed to co-operate through ISER to not only ensure the success of the independent specialist but to make the independent specialist the preferred shopping destination of the South African consumer. Without clear guidelines on the use of the Expert name, brand identity may become unclear and consequently devalued. This manual offers basic guidelines for the use of the name Expert and is intended as a guide for you to produce advertising which will allow you to create your own unique dealer identity. ISER's marketing strategy is to identify specialist independents as Experts by means of signage and a national media campaign that is supported locally by co-op advertising. We request that the criteria outlined in this corporate identity are adhered to, and that the Expert logo be included in all advertising. Failure to adhere to the Corporate Guidelines as set out in this document, will result in no contribution to any request for Co-op advertising 1. Preface

3. Proportions The Expert logo must at all times have the ISER emblem and wording to the left of it The Expert logo must not have any graphics encroaching on it unless otherwise approved by North East Publishing. There are no decorative lines in the logo and any additional decorative elements used should keep a distance from the logo type of at least half the height of the ISER wording. This includes any additional strap lines such as “Change the way you shop and visit an Expert store today!” The height of the Expert wording (from the base of “P” to the top of the “T”) is 50% of the height of the entire logo. (See e.g.1) 2. Logo Structure e.g.1

4. 2.1 Dimensional Progression In order not to impair the impact of the logo there should be no departure from the portions standardized here. The length of the Expert logo should never be less than 45mm. As shown below.

5. The corporate colours are red, black and white. The colour breakdown is detailed below: 2.2 CMYK & Pantone Colour Reference Red - M:100 Y:100 Black - K: 100 Red Pantone: 458

6. Standard colour combinations for the Expert logo and its background (based on the given corporate colours) are given below. In principle, colour combinations should be selected from these. 2.3 Background for Logo’s

7. Your existing logo and the Expert logo can be successfully integrated as per the examples seen below. Dealers who wish to integrate their logo must submit their logo and a written request to North East Publishing who will design the new logo and submit it for approval. 3. Combining your Logo with Expert Logo

9. To enjoy the full benefits of being an Expert dealer it is essential for customers to recognise you as an Expert. Outdoor signage is a key factor in this process and strong Expert branding is beneficial. All signage should adhere to Expert standards & be approved by North East Publishing in order to obtain a contribution from Expert. An Iser approved contractor should be used. If dealers choose to use their own contractor, permission needs to be obtained from ISER and two contractor quotes submitted with the proposed artwork. The written quotations must include a detailed description of the sign. Should you require assistance with design and layout for signage, submit your logo, digital images of the facades (exterior of building), existing or proposed measurements for signage and a written request to North East Publishing who will design signage and submit it for approval. 4. Signage

10. 4.1 Signage Guidelines Use of the Expert logo in signage must adhere to the following guidelines: Expert logo is to appear on the right or underneath the dealers logo (See e.g.2) The height of the Expert logo must be equal to the height of the dealers logo. (See e.g.2) The distance that the Expert logo is from the dealers logo must be equal to the base width of the ISER triangle. (Se e.g.3) The Expert logo’s proportions must remain standard with the height of the Expert wording (from the base of “P” to the top of the “T”) as indicated below.

11. 4.2 Signage examples

12. All co-op advertising that is paid by ISER must comply with the format and content as detailed in this document. That is the “Change the way you shop and visit an Expert store today!” Any contribution that is to be claimed will be subject to PRIOR authorization from ISER and approval of the artwork and advertisement by North East Publishing. In order to claim, ISER require your invoice along with a copy of the advertisement plus a copy of the newspapers invoice. 5. Advertising

13. 5. Dealer Advertising Template Examples

16. Point of sale material such as price tags, posters, pull up banners and sharkfin banners can be ordered through ISER. Customised Expert co-branded artwork upon request. 6. Branding and Point of Sale

17. ISER EXPERT MARKETING Tracy Gruar (011) 483 2173 tracy@iser.co.za 8. Contact Details