GLOBAL BRAND GUIDELINES. Implementing the Valmont Utility Brand VU-DI-0517

Transcription

1 GLOBAL BRAND GUIDELINES Implementing the Valmont Utility Brand VU-DI-0517

2 BRAND GUIDELINES NOTE: This is the binder spine art if applicable for production.

3 WELCOME The Valmont Utility brand is an increasingly important asset in an increasingly competitive world. Carrying the equity of the Valmont brand, Valmont Utility is positioned to epose our reputation of leadership within our respective market and further draw a distinction of our products and services in a competitive global market. We re committed to presenting a unified brand at every level from corporate and division communication to partner development and beyond. These guidelines are for everyone who contributes to the epression of our brand and for all who communicate under the Valmont Utility banner. These guidelines are for those responsible for managing, building and representing the brand. They provide information about the overall brand framework, basic elements and messaging, and describe how these elements combine to create a look and feel that is uniquely Valmont Utility. They are not meant to be restrictive, but to provide a formal structure ensuring that the brand is presented correctly and consistently across all applications. Your help in doing this is invaluable and will build an even stronger Valmont Utility brand now and for the future. Lenora Vinckier Global Brand Manager

4 CORPORATE OVERVIEW Valmont Industries Valmont Industries is a leading producer and distributor of products for the infrastructure and agriculture markets. Valmont Industries began in 1946 when our founder, Robert B. Daugherty, combined his $5,000 savings and wholehearted belief that business could and should be done better. Since that modest start more than 60 years ago, our company has grown into an international leader in engineered products and services for infrastructure and water-conserving irrigation equipment for agriculture. From the lighting and traffic structures that guide your way, to communication towers and utility structures that power your home and business, to irrigation equipment that waters the croplands on which your food is grown, Valmont products improve lives worldwide. Valmont Industries operates in five primary business segments: Engineered Support Structures; Utility Support Structures; Irrigation; Coatings; as well as Energy and Mining. Valmont (VMI) is publicly traded on the NYSE. Valmont Industries focuses on two global markets: infrastructure and agriculture. Valmont Industries is an international manufacturing company with operations around the world. We operate over 100 manufacturing plants, located on si continents, and sell our products in more than 100 countries. Valmont employees are passionate about the products we make. Our products are the cornerstone of our success. We pride ourselves on being people of integrity who ecel at delivering optimal results. We pursue opportunities for growth by taking our products and processes to new markets, introducing new products to regions where we have a presence, and continually improving our services to ensure that Valmont solutions are second-to-none.

5 TABLE OF CONTENTS 01 Overview Brand Pillars Valmont Utility Brand Brand Positioning Valmont Utility Logo Logo Usage Logo Sizes Logo Sizing on Apparel & Premiums Logo Spacing/Positioning Valmont Utility Tagline Usage Valmont V Usage Newmark Usage Product Logo Usage Product Icon Usage Spacing & Positioning Product Logos Product Logo Naming Structure Valmont Utility Partner Brands Valmont Utility Color Palette Typeface Product Photography Usage Brand Voice Brand Description 02 REGISTRATION & TRADEMARKS Registered & Unregistered Marks Trademarks & Registration Marks Brand & Product Name Usage 04 SIGNAGE Outdoor Signage Vehicle Signage 05 TEMPLATES PowerPoint Intra-Company Correspondence DIGITAL GUIDELINES Signature PUBLIC RELATIONS Press Release Guidelines Press Release Template Story Pitches & Media Alerts Media Alert Template APPROVAL PROCESS 03 STATIONERY & BUSINESS CARDS Letterhead Guidelines Envelope Guidelines Business Card Guidelines

6 01 VALMONT UTILITY BRAND GUIDE

7 01 Overview The Valmont Utility brand is indisputably our most valuable asset. It is how we are recognized and valued by our most important audiences customers, partners, investors and employees. Every time the Valmont Utility name or logo is used, we are making a statement about who we are and what we stand for. Although this document provides guidance on the use of many of the brand s visual and verbal applications, it is how they are implemented that is most important and that is up to you. To ensure a consistent brand eperience, we need your help. You are the steward of this brand. These guidelines provide you with the tools to begin.

8 01 Brand Pillars What do we stand for? The traits we adopt as a company are simply another way to position ourselves with our customers. The ultimate intent is to gain value having our customers perceive our company with the same characteristics that embody our brand. Passion We have a passion for our products, services and customers. Integrity We operate with absolute integrity. Continuous Improvement We strive for continuous improvement, removing waste everywhere with a true sense of urgency. Deliver Results We consistently deliver results. These pillars serve as the foundation from which all our communications and interactions flow. They create the epectation for customer connection and allow our customers to eperience our brand promise firsthand.

9 01 Valmont Utility Brand These guidelines were developed to provide a comprehensive understanding of the Valmont Utility brand. The Valmont Utility identity can only make a positive impact if it is used consistently and correctly. The basic elements of the Valmont Utility brand include: the Valmont Utility logo the Valmont Utility tagline the corporate colors the corporate typeface brand voice brand photography We convey our brand identity through every form of communication and eperience through the products we sell, the service we provide, how we act and what we say. Everything we do has a direct impact on how the world perceives us. Tagline Logo Colors VALMONT UTILITY BRAND Photos Voice Typeface

10 01 Brand Positioning As the world market leader in transmission, distribution and substations, Valmont Utility has a breadth of knowledge, engineering and custom solutions no other company can offer. All of our solutions are custom engineered specifically for our customers needs there is no one size fits all product. Through sustainable partnerships and a large manufacturing footprint, we deliver on time, every time. The largest engineering team in the industry coupled with a proprietary, state-of-the-art design program mean that nothing is off the table; innovative transmission, distribution and substation solutions frequently leave our doors, resolving our customers challenges head-on. Put your trust in Valmont Utility a company you can count on. Engineered to Perform. The Capacity to Deliver.

11 01 Valmont Utility Logo The Valmont Utility logo is the main asset of the Valmont Utility brand. To ensure its effectiveness and preserve the logo integrity, it is important to avoid misusing or modifying the logo artwork. The logo includes the trademark V carefully and precisely paired with the stylized Valmont logotype and register mark. To prevent any misuse issues, only use approved logo artwork and avoid adding effects that change its appearance in any way. Variations and mistakes, however small, will reduce the impact of the brand. Always use the most recent high-quality versions of the logos. Download the approved logos from Preferred Use Horizontal logo Horizontal logo with tagline Acceptable Variations (for use on dark backgrounds) Secondary Use (to be used in corporate materials only) 2-color corporate logo

12 01 Using the Valmont Utility Logo While not an ehaustive list, the eamples shown here demonstrate logo misuses that undermine all efforts to build a consistent and unifying brand identity. The logo and tagline cannot be redrawn, re-typeset or modified in any way, under any circumstance. Unacceptable Usage Do not alter the approved colors in any way. Do not apply different colors to the elements of the logo. Do not use tints or shades of colors. Engineered to Perform. The Capacity to Deliver. Engineered to PERFORM. The Capacity to DELIVER. Built to Perform. The Drive to Deliver. Do not alter the proportions or positioning of the logo elements. Do not change the positioning or typeface of the Valmont Utility tagline. Do not change the type weight or scale/positioning of the tagline. Do not change the tagline in any way. Valmont Utility Do not rearrange the elements of the logo. Do not recreate the logo using another typeface. Do not outline the logo. Do not add special effects, such as bevel, drop shadow or glow. (If this usage is necessary based on created element, the Valmont Corporate Marketing Department must provide approval before use.)

13 01 Using the Valmont Utility Logo Unacceptable Usage ANYTOWN USA almont Utility Inc. Do not skew or stretch the logo. Do not use any part of the logo to create a new logo. Do not use the Valmont V trademark as part of a pattern or graphic. Do not use the Valmont logotype without the V trademark. Do not scan the logo, copy/paste from an Internet application or use the logo with poor resolution. Do not use orange for the word Utility. The logo is always all one color. YOUR VALMONT UTILITY SPECIALIST FOR OVER 10 YEARS Do not place the logo on a distracting background that makes it difficult to stand out. Do not place the logo in a bo on an image. Do not use the logo elements separately or integrate with a different tagline. Always ensure the logo is positioned on a background offering sufficient contrast to maintain visual clarity. When the logo appears on an image, ensure that it is positioned on an area light enough (or dark enough if using reverse version) to ensure maimum clarity.

14 01 Using the Valmont Utility Logo Unacceptable Usage Do not ignore the minimum clearance zone (see Spacing and Positioning the Valmont Utility Logo). MONTREAL, CANADA Do not add a business, product or location name to the logo. Company ABC, Inc. Do not put any other identities under the logo, unless it is approved by the Valmont Corporate Marketing Department. Incorrect: Check out these new products from Correct: Check out these new products from Valmont Utility. Do not use the logo in a statement or sentence, instead spell out the company name, Valmont Utility. Important Notice: If the logo is misused, it will be the responsibility of the party who created the materials to immediately rectify at its cost. In the event of unauthorized use, Valmont Utility will assert its right to claim legal action.

15 01 Valmont Utility Logo Sizes Use of all logos must follow all of the logo guidelines outlined in the Brand Basics section. Logos used in websites, social media and digital applications must use the following additional specifications: 72 DPI RGB color mode.jpg,.gif or.png file format If the logo is being used against a white background, a.jpg or.gif is recommended If the logo is being used against a dark or non-white background, a.png with a transparent background is recommended Digital Logo Usage Guidelines: Valmont Utility Logo without Tagline Minimum required width 75 piels Maimum recommended width 300 piels Valmont Utility Logo with Tagline Minimum required width 200 piels Maimum recommended width 300 piels Without tagline With tagline 75 piels width minimum 200 piels width minimum

16 01 Valmont Utility Logo Sizes The Valmont Utility logo is the primary asset of the Valmont Utility brand. To ensure its effectiveness and preserve the logo integrity, it is important to avoid misusing or modifying the logo artwork. To ensure clear legibility, the Valmont Utility logo should never be reproduced smaller than the minimum sizes shown here. Minimum Size Print Logo Usage: Without tagline With tagline width minimum 2 width minimum

17 01 Logo Usage on Apparel & Premiums Correct usage of the Valmont Utility logo on apparel and accessories is essential in maintaining the Valmont Utility brand. As individuals who create Valmont Utility clothing and premium gifts, you are uniquely positioned to ensure the Valmont Utility brand is consistent and impactful on all items distributed to customers and employees. Premium items and apparel should be ordered by contacting: Jayne Banghart The Valmont Store , Et Embroidery Logo Usage: The logo should only be embroidered without the tagline. Logo can be embroidered in tone-on-tone colors to represent the Valmont Utility color palette. Otherwise the logo should be embroidered in black or white. 3 width preferred

18 01 Valmont Utility Logo Sizes Use of all logos must follow all of the logo guidelines outlined in the Brand Basics section. Logos used in websites, social media and digital applications must use the following additional specifications: 72 DPI RGB color mode.jpg,.gif or.png file format If the logo is being used against a white background, a.jpg or.gif is recommended If the logo is being used against a dark or non-white background, a.png with a transparent background is recommended Digital Logo Usage Guidelines Valmont Utility Logo without Tagline Minimum required width 75 piels Maimum recommended width 300 piels Valmont Utility Logo with Tagline Minimum required width 200 piels Maimum recommended width 300 piels Without tagline With tagline 75 piels width minimum 200 piels width minimum

19 01 Spacing & Positioning the Valmont Utility Logo To maimize the recognition and impact of our identity in all applications, surround the Valmont Utility logo with sufficient clear space free of type, graphics and other elements that might cause visual clutter. The visual spacing does not have any impact in regard to colored backgrounds. It is only allocating for space around the logo so crowded type or graphics do not hinder the representation of the brand logo. When the Valmont Utility logo is used, with or without the tagline, a clear spacing of should be maintained around the perimeter of the logo (where = the height of l in valmont ). This means no other design elements or tet should be positioned within this clear zone. The logo also should not be positioned any closer than 2 to the outer margins or trim edge of the document. Logo spacing without tagline = the height of l in valmont Minimum Signature Clear Zone (+ 1X) Signature Clear Zone from document trim (+ 2X) Logo spacing with tagline Minimum Signature Clear Zone (+ 1X) Signature Clear Zone from document trim (+ 2X)

20 01 Spacing & Positioning the Valmont Utility Logo Correct Incorrect 2X 2X 1X FOR IMMEDIATE RELEASE For more information, contact: Name, Company Phone number (international) FOR IMMEDIATE RELEASE For more information, contact: Name, Company Phone number (international) VALLEY, Nebraska, USA (Month, date, 2017 of the Valley brand of irrigation equpment, an VALLEY, Nebraska, USA (Month, date, 2017 of the Valley brand of irrigation equpment, an Correct Incorrect demand for safeguarding substation roduces one of the most versatile and en in the industry, combining function visual appeal. Whether it s brute force r protection or improved aesthetics, th demand for safeguarding substation roduces one of the most versatile and een in the industry, combining function visual appeal. Whether it s brute force r protection or improved aesthetics, th 1X 1X 1X FOLLOW US: 1X FOLLOW US: = the height of l in valmont

21 01 Valmont Utility Tagline Usage The tagline Engineered to Perform. The Capacity to Deliver. must always appear in black unless it appears on a colored background, in which case it can appear in white as shown. The logo and tagline cannot be redrawn, re-typeset or modified in any way, under any circumstance. When the Valmont Utility logo is used with the tagline, a clear spacing of should be maintained from the baseline of the trademark V to the top of the tagline. Please refer to the Spacing and Positioning of Logo page in this document for details regarding. Download the approved tagline usage from Tagline aligns to the right side of the Valmont Utility logo Alternate: On dark backgrounds = the height of l in valmont

22 01 Valmont V Usage The Valmont V is associated with Valmont. Therefore, only the corporate office is permitted to use the V as a separate or supportive design element. In some cases, the V may be used as a separate or supportive design element. This must be done tastefully and only with the review and approval of the Global Brand Manager. When using the V independent from the logotype, do not rotate the V. Do not add dimension (3D embellishments) or drop shadows. Do not add patterns or additional design elements to the V. The following eamples depict some acceptable uses as a design element.

23 01 Valmont Utility Newmark Usage Valmont purchased the Newmark company and brand because for decades, a Newmark pole has been synonymous with superior quality, engineering ecellence, and reliability. Because of the strong reputation, every pole we produce in any of our facilities, concrete or steel, will have the Newmark product name, therefore when we reference poles in our materials, unless there is a specific product name (PyraMAX, Hybrid Pole, Rapid Response TM, etc), we will call out Newmark as the product name (see eamples on net page). When do I use Newmark? We are Valmont Utility, and any reference to our company would not include a Newmark reference. We offer Newmark poles, and we will reference that product as Valmont Utility Newmark, the same way we handle other product names (for eample, Valmont Utility PyraMAX ). You will only include the Newmark name if you are referencing a pole without an eisting product name (PyraMAX, Hybrid Pole, etc). See the net page for guidelines on Valmont Utility product logo usage. Newmark

24 01 Valmont Utility Product Logo Usage In addition to the Valmont Utility brand, several sub-brands/products require the same strict adherence to the basic rules for logo treatment and usage as the Valmont Utility logo. These logos should be applied in a consistent manner and should never be modified in any way. Basic Rules These logos should appear on their own and should not be used with a separate full-size version of the Valmont Utility logo. The Valmont Utility logo has been incorporated into the sub-brand marks when necessary and, therefore, these logos stand alone. Do not adjust the balance of the sub-brand logo tet with the Valmont Utility logo. Do not modify, distort or change the proportions of the sub-brand logo. Only use master artwork, available from the Valmont Corporate Marketing Department. See clear space standards. Third parties may only use these logos with permission from the Valmont Global Brand team. In the event of unauthorized use, Valmont Utility will assert its right to claim an authoritative warning or relief in the form of a cease and desist which may further result in compensative relief for unauthorized use. Newmark PyraMAX TriFORCE Rapid Response SteelCOR StrongARM Muscle Pole Valmont Utility sub-brand logos are available by request from the Valmont Corporate Marketing Department. For the comprehensive list, visit Hybrid Pole Substation Protection

25 01 Valmont Utility Product Icon Usage Each Valmont Utility sub-brand/product has an icon associated with the product name that best represents the product to the market. These icons can be used as graphical support for product sheets, product catalogs, website, presentation materials and tradeshow graphics, and must be used in association with the product. Basic Rules The icons should appear with the full Valmont Utility/Product Typeface logo when possible. Do not adjust the balance of the sub-brand logo tet and icon with the Valmont Utility logo. Do not modify, distort or change the proportions of the sub-brand logo tet and icon. Only use master artwork, available from the Valmont Global Brand team. If photos of the product are present and the icon is similar in nature causing repetition, the icon can be screened back to a variance of percentage, (minimum 8% / maimum 15%) and used as a graphic element. Third parties are NOT permitted to use these icons. In the event of unauthorized use, Valmont Utility will assert its right to claim an authoritative warning or relief in the form of a cease and desist which may further result in compensative relief for unauthorized use. PyraMAX TriFORCE Rapid Response SteelCOR Valmont Utility sub-brand logos are available by request from the Valmont Corporate Marketing Department. For the comprehensive list, visit

26 01 Spacing & Positioning the Valmont Utility Product Logos To maimize the recognition and impact of our identity in all applications, surround the Valmont Utility sub-brand logos with sufficient clear space free of type, graphics and other elements that might cause visual clutter. When the Valmont Utility sub-brand logos are used, with or without the icons, a clear spacing of should be maintained around the perimeter of the logo (where = the height of l in valmont ). This means no other design elements or tet should be positioned within this clear zone. The logo also should not be positioned any closer than 2 to the outer margins or trim edge of the document. = the height of l in valmont Horizontal logo spacing without icon Document trim edge PyraMAX Horizontal logo spacing with icon Document trim edge PyraMAX

27 01 Product Logo Naming Structure Each Valmont Utility product logo name is structured to be both memorable and descriptive. It should convey the unique properties or characteristics of the product. To prevent confusion and to comply with trademark restrictions, it cannot be identical to any similar or competing product in the market. All product names must be approved by Valmont Global Brand team to ensure they reflect the brand and do not present any legal conflicts or issues. Here are some basic guidelines for understanding the structure of the Valmont Utility product names: Product names should be as short and concise as possible. One word is preferable (two words maimum). All product names should be title case format (initial letter cap for each word, remainder lower case). If the name conveys a unique or powerful characteristic, and the name is one word only, ALL CAPS can be utilized within the name, as in PyraMAX and TriFORCE. This structure can only be applied if the unique feature falls at the end of the name. For eample, you could not structure Hybrid Pole as HYBRID Pole, even though hybrid is a unique characteristic of that product because the name is two words and the unique feature comes first in the name. Product Logo Structure for Products with Subdivisions In some instances, products will have a variety of divisions or product lines. For these products, a different logo structure may be applied. These products can appear with or without the subdivision descriptor. In the eample below, Rapid Response has a line of products called the V-Series. For this logo, application of the descriptor V-Series falls below Rapid Response in small tet, ALL CAPS, flush right with the last letter of the last word in the product name (not with the TM symbol). This structure should be followed for any other subdivisions within the product. Rapid Response V-SERIES

28 01 Valmont Utility Partner Brands To maintain its standing as the global leader and largest supplier of steel and concrete structures, Valmont Utility often partners with supporting brands to offer a wider range of product choices. While these products are available within the Valmont Utility family of products, they are also available through other utility structure suppliers. These products maintain their own identity and, therefore, do not fall within the product logo guidelines. Some of these products are listed below. Since products are frequently added to the Valmont Utility lineup, please consult the Valmont Global Brand team for the most up-to-date list of products. PicPerf Shakespeare AcoustaWall BOLD

29 01 The Valmont Utility Color Palette The Valmont Utility colors are an important part of our corporate image, differentiating us from other brands. Additional colors are designed to prevent applications from becoming too monochromatic. These colors are intended to be used sparingly. Consistent use of the approved color palette will maimize the impact and recognition of our communication materials in the marketplace building equity. Reproducing the Color Palette When creating any printed, online or display material, always use the color values shown on this page. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. Valmont Utility Primary Pantone % 50% 25% CMYK: 1/72/100/7 RGB: 203/96/21 WEB: #CB6015 Valmont Utility Secondary Pantone 5483 Pantone % 50% 25% 75% 50% 25% CMYK: 65/11/25/27 RGB: 79/134/142 WEB: #4F868E CMYK: 96/54/5/27 RGB: 35/97/146 WEB: # Valmont Utility Neutrals Black Pantone 431 Pantone 409 Pantone 411 Pantone % 50% 25% 75% 50% 25% 75% 50% 25% 75% 50% 25% 75% 50% 25% CMYK: 0/0/0/0 RGB: 0/0/0 WEB: #00000 CMYK: 45/25/16/59 RGB: 91/103/112 WEB: #5B6770 CMYK: 17/25/22/51 RGB: 133/120/116 WEB: # CMYK: 30/42/34/75 RGB: 94/81/77 WEB: #5E514D CMYK: 3/4/14/8 RGB: 214/210/196 WEB: #D6D2C4

30 01 The Valmont Utility Primary Typeface The Roboto type family is the preferred typeface for all print applications. It is a clean font, easy-toread and suitable for headlines, body copy and tables. Font Usage Roboto comes in a variety of styles and weights which allow for fleibility, but always take consistency into consideration in any application. For the majority of uses, Roboto Light is preferred. Other weights and styles may be used when appropriate. For eample, Roboto Bold is used for second level subheads. Roboto Condensed weights work well in tables and infographics in which space can be limited. Please eercise restraint when using different styles and weights of the font to preserve the integrity and consistency of Valmont Utility printed materials. To ensure the tet is readable, the minimum size used for this font should be 8 point (eception is disclaimers, which are usually 6 pt). ROBOTO LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO CONDENSED LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO CONDENSED BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*)

31 01 The Valmont Utility Alternative Typeface Arial is the alternative because it is readily available on a variety of applications, Arial is the preferred typeface only if Roboto is not available. Arial Regular should be used in most situations where it is the only typeface option. To ensure the tet is readable, the minimum size used for this font is 8 point. ARIAL REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ARIAL BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ARIAL BLACK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ARIAL NARROW Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*)

32 01 Product Photography Our product is our hero. Product photographs and video footage reinforce our brand positioning, establish a distinctive visual presence and create an emotional connection with our customers. If you have a special request for photography or video footage, please contact the Valmont Corporate Marketing Department. Avoid Discolored Images Avoid the use of photographs/ video footage which shows a structure that is discolored. Structures that look new are preferred. In some situations, such as for maintenance/ upgrade promotions, the use of photographs which show slightly used or damaged structures is allowed. Incorrect Correct Avoid Poor Image Quality Avoid the use of photography that is of low resolution or poor quality. Never pull photos from the internet, for eample, for use in print. Incorrect Correct

33 01 Brand Voice All visuals and verbal messages should reinforce the Valmont Utility brand positioning to ensure that Valmont Utility is seen as the market leader in engineering custom solutions for the utility market. Through the language we use, our voice lets the world eperience our brand. Our voice meets the technical competency of our target market. We are anchored in eperience that elevates us to operate with a customized approach. Our speak is not salesy. Our brand voice is progressive, all knowing, powerful and certain. We impart the current state of industry specific needs and have an open approach to promoting our partners for the greater good of our customers. We operate knowing our customers have new challenges in today s world, and that means nothing is off the table in solving those challenges. We control a unique footprint with sustainable products in which we lead with the benefits and follow with the technical specs. We are compelling and our promise is our word. We use concise, active language written in second person point of view. We tell stories about the benefits of our products, rather than simply listing specs and features. We communicate our confidence by focusing on what our products can do for our customers and why they need them.

34 01 Brand Description If a publication requests information on Valmont Utility, please use the following tet: 46 words: Valmont Utility is the industry leader in custom engineering and manufacturing of steel, concrete and hybrid pole structures for electrical transmission, substation and distribution applications. Operating globally, Valmont Utility has 12 North American distribution facilities and 3 in global regions meeting the high stakes delivery challenges. 124 words: Valmont Utility is the industry leader in custom engineering and manufacturing of steel, concrete and hybrid pole structures for electrical transmission, substation and distribution applications, and provider of substation protection options to secure our nation s power grid. As the country s only provider of spun concrete, tubular steel and hybrid poles for the power delivery industry, in association with Newmark, Valmont Utility offers a seamless blend of custom solutions for diverse applications through one company maimizing cost effectiveness. For over 30 years, the epertise from our custom engineers offers our customers the ability to achieve results for today s most difficult install and operational challenges. Operating globally, Valmont Utility has 12 North American distribution facilities and 3 in global regions meeting the high stakes delivery demands. The Brand Description can be found at

35 02 REGISTRATION & TRADEMARKS VALMONT UTILITY BRAND GUIDE

36 02 REGISTRATION & TRADEMARKS Registered & Unregistered Trademarks Trademark registration is a crucial component of the branding process. It provides enhanced legal protection and can help prevent other companies from using proprietary products, services, goods, logos, symbols or designs. Two different legal markings are used with trademarks: Registered Trademark A symbol indicates that a mark has been federally registered with the U.S. Patent and Trademark Office. It is a symbol of registration and only should be used with federally registered marks. Unregistered Trademark A symbol indicates notice of pending trademark registration and/or a claim of rights to the mark, or if you have a long established, defensible brand name in the industry. Once a name is registered with the Patent and Trademark Office, the or identifier is replaced with a. To ensure proper use and protection of the Valmont Utility marks, please follow the recommended applications outlined in this section. The Register Mark Usage Valmont Utility with a registration mark is required to be used in its first appearance in headline and copy with a subscript in line with tet as follows: Valmont Utility

37 02 REGISTRATION & TRADEMARKS Trademarks & Registration Marks Many Valmont Utility terms and product names are registered, and many others require a symbol. Please follow the guidelines below to ensure proper usage: Use the or symbol in the first mention of any name listed below in the headline and the body copy in any advertising or promotional material, regardless of the medium. Eamples include the first mention on the front page of a brochure or the first time it appears on each individual web page. While omission of the or symbol does not invalidate a trademark owner s rights, it is one of the primary ways to ensure protection because it alerts the public to the ownership of a legal mark. A list of Valmont Utility trademarks and registered marks can be found on this page. As properties are updated periodically, please refer to the most recent Brand Guidelines PDF each time you develop communications materials to ensure proper use. The following items currently carry a mark: Valmont Utility SteelCOR (Registered in: United States) (Registered in: United States) Newmark Newpole (Registered in: United States) (Registered in: United States) PyraMAX (Registered in: United States) The following Valmont Utility products and tagline currently carry the designation: TriFORCE Rapid Response StrongARM Muscle Pole Engineered to Perform. The Capacity to Deliver. Additional Utility products without a trademark: Hybrid Pole

38 02 REGISTRATION & TRADEMARKS Usage of Brand & Product Names in Tet When you use the Valmont Utility brand name in tet, do not repeat the style elements (e.g., font) of the logo. This means the Valmont Utility name should appear in the same font, type size and color as the rest of the tet. Brand & Product Name Usage Never use a brand name as a possessive: Correct Usage: Valmont Utility leads the market in innovation. Incorrect Usage: Valmont Utility s innovation leads the market. Correct Usage: The products from Valmont Utility are the best in the industry. Incorrect Usage: Valmont Utility s products are the best in the industry. Never use the brand name in the plural form: Correct Usage: How many Valmont Utility transmission poles will be needed? Incorrect Usage: How many Valmont Utilities will be needed? Never use Valmont Utility without both Valmont and Utility : Correct Usage: Valmont Utility is the global leader of steel and concrete structures. Incorrect Usage: Valmont is the global leader of steel and concrete structures.

39 03 BUSINESS STATIONERY VALMONT UTILITY BRAND GUIDE

40 03 STATIONERY & BUSINESS CARDS Letterhead Standard These guidelines are designed to reinforce a consistent brand image. Stationery consistency will help build brand equity throughout the company Ida Street P.O. Bo 358 Valley, Nebraska USA P: valmontutility.com 1. Valmont Utility Logo width = color: Black 2. Address Block: Helvetica Neue LT 45 Light type size 8.5 pt / leading 11 pt kerning -10 color: Black Recommended Paper: Classic Crest Solar White - 24# Tet Download digital files from - The digital version of the stationery for ing letters To order letterhead, please submit your request to deb.mellema@valmont.com..375

41 03 STATIONERY & BUSINESS CARDS Envelopes Envelopes should use the same style specifications to ensure consistency in design Ida Street PO Bo 358 Valley, NE USA 1. Valmont Utility Logo width = 1.5 color: Black 2. Address Block: Helvetica Neue LT 45 Light type size 8 pt / leading 10 pt color: Black Additional Envelope Artwork Sizes Available #9-3 7/8 8 7/8 #11-4 1/2 10 3/8 9 1/2 12 1/ Recommended Paper for #10 envelopes: White Wove - 24# Tet To order envelopes, please submit your request to deb.mellema@valmont.com.

42 03 STATIONERY & BUSINESS CARDS Business Cards Our business cards are often the first and longest-lasting impression of our corporate identity. The cards are set up for printing and should not be altered. The order of the contact information must follow the eample: address, office phone number, mobile number, fa number (optional), Skype (optional), then company URL. Name, title and address should appear on the left side. If an additional language is required, please include it on the back using these same guidelines JOHN SMITH Title Goes Here Ida Street P.O. Bo 358 Valley, NE USA P: M: valmontutility.com Note: Those individuals who work remotely should use their home address for their office address. 1. Valmont Utility Logo width = 1.5 color: Black 2. Name: ALL CAPS Helvetica Neue LT 75 Bold type size 10 pt / leading 9 pt color: Black 3. Title: Helvetica Neue LT 45 Light type size 7.5 pt / leading 9 pt color: Black 4. Helvetica Neue LT 55 Roman type size 7.5 pt / leading 9 pt color: Pantone Address Block: Helvetica Neue LT 55 Light type size 7.5 pt / leading 9 pt color: Black 6. Line: Height should equal height of address block weight: 1 pt. color: Pantone 159 Paper: Classic Crest Color: Solar White Weight: Classic Crest -110# Cover Size: To order business cards, please submit your request to deb.mellema@valmont.com.

43 04 SIGNAGE VALMONT UTILITY BRAND GUIDE

44 04 SIGNAGE Valmont Utility Outdoor Signage The first impression is often made through your building s signage. To create a consistent image of the Valmont Utility brand it is vital to follow common principles of identification. Signage solutions are available for all building configurations based on size, distance and height. For questions and recommendations regarding the development of your building signage, please contact the Global Brand Manager.

45 04 SIGNAGE Vehicle Signage ford1341 Vehicles used for sales and service are a valuable tool for communicating the Valmont Utility brand. Vehicles that bear the Valmont Utility logo should be properly maintained and cared for (showing no significant body damage) and cleaned regularly. Download approved logos for printing at a local printer from Pickup and Utility Truck Logo Usage Vehicle logo branding will vary depending on vehicle type and size. Logo usage for vehicles should not utilize the tagline (see left) and should comply with logo spacing and positioning for brand consistency. A Valmont Utility logo should be place on the front driver and passenger door. Maintain a clear space of 1 around the Valmont Utility logo. Minimum Signature Clear Zone = 1X ( = the height of l in valmont ) Passenger Car Logo Usage Maßstab / Scale: 1:20 Vehicle logo branding will vary depending on vehicle type and size. Logo usage for vehicles should not utilize the tagline (see right) and should comply with logo spacing and positioning for brand consistency. A Valmont Utility logo should be place on the front driver and passenger door. Maintain a clear space of 1 around the Valmont Utility logo.

46 05 TEMPLATES VALMONT UTILITY BRAND GUIDE

47 05 TEMPLATES PowerPoint Templates To capitalize on the Valmont Utility brand name, a standardized, clean and consistent Valmont Utility PowerPoint template has been created for your presentations. Using the standardized template provides the strongest professional representation of the Valmont Utility brand. The corporate presentation PowerPoint template can be downloaded from Welcome Slide SECTION HEADLINE Presenter Name Date 3 May 1, 2017 Valmont Utility Headline Tet Goes Here Headline Tet Goes Here Category 1 Category 2 Category 3 Category 4 Series 1 Series 2 Series 3 Subhead tet goes here Bullet tet goes here Bullet tet goes here Bullet tet goes here 2 May 1, 2017 Valmont Utility 4 May 1, 2017 Valmont Utility Headline Tet Goes Here Bullet tet goes here Bullet tet goes here Bullet tet goes here Tombstone tet goes here 5 May 1, 2017 Valmont Utility 6 May 1, 2017 Valmont Utility

48 05 TEMPLATES Intra-Company Correspondence Regular eposure to a consistent brand is a great reminder to employees about the value Valmont places on its brand. That includes seemingly routine correspondence: The Memo template should be used when communicating to all Valmont Utility employees at one time. The New Employee Announcement template should be used when announcing a new hire The Employee Retirement Announcement template should be used when announcing a retirement. Retirement Announcement Memo To: From: cc: To: From: Date: Subject: [Staff in new employee s department/division] [Employee s manager or Department Head] [One week before new employee s start date] Welcoming [New employee] Date: Subject: [Retirement announcement info] Best Regards, [Name of Manager] [Manager s Job Title] You can reach [new employee] at: [work address/office location] [office phone number] [office address] New Employee Announcement To: From: Date: Subject: [Staff in new employee s department/division] [Employee s manager or Department Head] [One week before new employee s start date] Welcoming [New employee] I m very pleased to announce that [new employee] will be joining us as [job title] on [start date]. [New employee] will be responsible for [insert information about what he/she will be doing]. [New employee] joins us from [information about Insert Photo recent relevant employment background]. [New employee] has a [specify degree(s)] from [specify college(s)/university(ies)]. Please join me in welcoming [New employee] to the Valmont Team! Best Regards, [Name of Manager] [Manager s Job Title] You can reach [new employee] at: [work address/office location] [office phone number] [office address]

49 06 DIGITAL GUIDELINES VALMONT UTILITY BRAND GUIDE

50 06 DIGITAL GUIDELINES Signature With the number of s we all send every day, the signature has replaced the business card as our primary form of identity and association with Valmont Utility. Please use this template, copy and paste it into your signature block, and replace with your specific information to build your own signature. Go to to download the signature template that you can then just alter with your personal information. Required for All Company (New s) First/Last Name Job Title Valmont Utility Address Address 2 (optional) City, State ZIP Phone +1 (000) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com valmontutility.com If you d rather input your own information, here is a simple guide: Your Name/Company Name: Font: Arial Bold 10 pt. Color: RGB 89, 89, 89 All other tet: Font: Arial Regular 10 pt. Color: RGB 127, 127, 127 and Web Links: Font: Arial Bold 10 pt. Color: RGB 0/0/255 If your mobile device does not allow you to build this signature or changes the format when pasting, the following is an acceptable substitute: First/Last Name Official Valmont Utility Job Title Valmont Utility Phone (optional) Mobile (optional) (Must Include at least one phone number) Please remember: all font sizes, font weights and tet colors must remain as provided (with the eception of the mobile device). Images, fun/inspirational quotations, false job titles and backgrounds in your signatures are not acceptable. We appreciate your help in continuing to help build consistent branding and messaging for Valmont Utility.

51 07 PUBLIC RELATIONS VALMONT UTILITY BRAND GUIDE

52 07 PUBLIC RELATIONS Public Relations There are four key reasons for developing good relationships with members of the media: You can generate third-party credibility and implied endorsement of your product or business. You can use relationships with the media and subsequent placement of stories to position your company as an authority, and to build your image and reputation. Through stories in the media, your messages will reach current and potential customers, influencers and decision-makers. Building relationships in good times helps protect you and your business in bad times.

53 07 PUBLIC RELATIONS Preparing Press Releases Press releases and story pitches inform the media about your news and events. Press releases are essentially short articles you write and send to media outlets. The eposure is free if a media outlet chooses to use it. Story pitches are a quick way to share a potential story idea with a reporter. A successful pitch will entice the reporter to write a story. Press Releases Tips for writing a press release: Make sure the information you are writing about is newsworthy. Reporters decide quickly whether a release is newsworthy, so include the most important information (who, what, where, when, how and why) in the first couple of paragraphs. Keep the release short no more than two pages. Always include a contact name and number, in case the reporter wants more information. Tips for sending a press release: Call your targeted media outlets to find out: How they want the release sent (e.g., , fa) Who to send the release to The deadlines for submission The desired lead time for an event (generally two or three weeks for a newspaper) There is much debate on the best day of the week and the best time of day to send a news release. You may choose to use the outlets deadlines (or specific advice) as your guide. The Valmont Corporate Marketing Department usually sends its press releases in the morning, on Tuesdays, Wednesdays or Thursdays. DO NOT send news releases on Fridays.

54 07 PUBLIC RELATIONS Press Release Template A standardized Valmont Utility press release template has been created to help you craft your press releases. To create a consistent and trustworthy image of the Valmont Utility brand, it is vital to achieve a high level of recognition and standards by sharing common communication methods. Valmont Utility press releases must be approved by Corporate Media Relations. Download the approved template from FOR IMMEDIATE RELEASE For more information, contact: Name, Company Phone Number Address Valmont Utility VALLEY, Neb. (, 20XX) Valmont Utility, the global leader and largest supplier of steel and concrete utility structures,. X About Valmont Utility Valmont Utility is the world market leader in transmission, distribution and substations. For years, it has offered a breadth of knowledge, engineering and custom solutions that no other company can offer. Through sustainable partnerships and a large manufacturing footprint, Valmont Utility delivers on time, every time. For more information, please visit valmontutility.com. ###

55 07 PUBLIC RELATIONS Story Pitches & Media Alerts Story Pitches A story pitch is a quick way to notify a reporter of a potential story idea. Make sure your idea is newsworthy. Ask yourself, "Why would a reader care about this? Is it interesting, timely, new, useful or unique?". Do not pitch the same story to competing news outlets at the same time. Story pitches are most successful when you already have a relationship with a reporter or assignment editor. Pitches can be made by phone or . If you call: Introduce yourself, tell the reporter you have a story idea, and ask if they have a moment to discuss it. Give them a brief eplanation of your idea, including the basic facts: who, what, when, where and why. Ask them how they would like you to follow up. If you Keep it brief. Eplain your story idea and describe its relevance to readers. Provide pertinent dates, times and background. Provide your contact information. Media Alerts A media alert is a specific tool designed to let the media know about an event that will generate news. Often an alert provides enough information to arouse interest without completely revealing the story. An alert should include concise information: Who is involved, including: speakers, key attendees or who is invited. Why the event is important. What the event is. Where the event is, including location and directions. When the event is, including the date and time.

56 07 PUBLIC RELATIONS Media Alert Template A standardized Valmont Utility media alert template has been created to help you provide information to media outlets quickly. Download the approved template from ***Media Alert*** Valmont Utility is doing something newsworthy. Who/What: Include a brief description of the event and who is involved. For eample: Valmont Utility will be introducing a new product that will revolutionize the utility pole structure industry. When: Location: Why: Contact: Date, date, time Name of location, address, town, state Included a sentence or two about what makes this interesting and newsworthy. You may want to include a link to a website that provides more information. Name, title, company, address and phone number About Valmont Utility Valmont Utility is the world market leader in transmission, distribution and substations. For years, it has offered a breadth of knowledge, engineering and custom solutions that no other company can offer. Through sustainable partnerships and a large manufacturing footprint, Valmont Utility delivers on time, every time. For more information, please visit valmontutility.com. ###