UPL EU Brand Guidance - Amanda Owen - 27.03.20

Brand Guidance: Europe

Last updated: 27/03/20

Last Update(s)

➢ Slide 61 – Packaging Labels: Current Status – For further info – Click HERE

EU Brand Guidelines 2

EU Marketing Hub

You will find any available brand assets in the EU Marketing Hub. Should anyone experience any issues with access then please do advise.
IMPORTANT: This is a live site, therefore it is important you always check for the latest guidance and assets. It is not advisable you save copies
for future use on your laptop in the event of any brand changes. Instead, always download fresh at the time of use. Click HERE to access.

EU Brand Guidelines 3

Logo Use

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About Our New Brand Identity

Our new UPL brand identity is purpose led. Our new identity has a living symbol at its heart, symbolising sustainable growth, and is inspired by our
purpose ‘OpenAg’. Powered by an open network - a network of new ideas, new connections, and new possibilities - it is full of colour, vibrancy and
energy. The perpetual fluid movement of our symbol reflects our belief in no limits, no borders.

When represented as a static symbol, we use a single frame captured in a still. In motion, the symbol rotates through a number of colours which form
the basis of our colour palette.

Animated sequences of 5 and 15-seconds length are available for end frames and presentation openings. We can use the 5-second animation for short
presentations, and the 15-second animation in the primary colours for longer presentations. Our second 15-second animation goes through a sequence
of all colours. This can be displayed on TV screens in reception areas and at events/trade shows.

All animated and still masters are available for use. You can find these in the ‘New UPL Branding’ folder shared with you.

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Primary Logo (with symbol) WITHOUT OpenAg: To be used in instances where the primary logo (with
OpenAg) can't be used due to legalities, size, or the OpenAg message is
WITH OpenAg: For use on all promotional communications materials not practical, i.e. packaging labels and/or stationery stamps for
wherever possible (including stationery, events collateral and legal/regulatory use, or where the OpenAg message would be repeated.
merchandise). This is used to reinforce our purpose where the words
OpenAg are locked together with the mark. This is the ideal logo for print
on T-shirts and goodies, i.e. water bottles.

For use on a dark background ONLY

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Secondary Logo (without symbol)

WITH OpenAg: For use only when there are restrictions preventing use of WITHOUT OpenAg: For use only when there are restrictions preventing
the primary logo, i.e. size, colour, material, etc... This is best suited for use use of the primary logo, i.e. size, colour, material, etc... and where OpenAg
on embroidered items, i.e. polo-tops/shirts where the primary logo is not the focal point. This is best suited for use on small goodies, i.e.
cannot be embroidered. pens.

For use on a dark background ONLY

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Additional Logo (horizontal)

Without OpenAg - For extreme horizontal positions such as very thin, narrow signage and when our logo has to be displayed in a very small size, i.e. UPL
websites, packaging labels, PowerPoint presentation footer and narrow goodies, i.e. pens, can this logo type be used as it has been designed to be
legible down to 5mm height. In all other instances we use the primary logo version where possible. This logo is NOT to be used for any other purpose.
UPL websites are managed by the Global Digital Team, therefore only they can change this.

For use on a dark background ONLY

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Additional Logo (OpenAg™)

If we have an application where we wish to emphasise the OpenAg message, i.e. social media channel banner or internal UPL event/conference, we can
use the ‘OpenAg’ wordmark logo which has been specifically created using the correct font, inclusive of the mandatory TM symbol (this means a trademark
application for this name has been applied for and we are awaiting registration) and specifically optimised to fit into a 16:9 screen format.

In all instances where we write the word OpenAg™ in our communications, we use this particular formatting complete with the TM symbol.

This logo type has been created primarily for visual purposes The ‘OpenAg’ wordmark logo is NOT to be used for any other purpose. At all times, the
primary UPL branding is to remain most prominent, hence we do NOT use the ‘OpenAg’ + small UPL logo in EU on any marketing communications
materials (events, clothing, merchandise, etc…) unless it’s for a specific OpenAg type event, which is most likely to be internal and not external. This is to
allow us to establish our new primary branding first and foremost. Such variations used during the early stages of brand launch/establishment will likely
dilute your re-branding efforts within your market(s), hence not recommended at this time.

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Minimum Sizing

These are the minimum sizes our logos can be sized to for optimum legibility and readability. Please do not size them below the sizes stated.

MINIMUM SIZE MINIMUM SIZE MINIMUM SIZE
Print: 15mm Print: 5mm
Screen: 120px Print: 10mm Screen: 30px
Screen: 50px
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Protecting Our Brand Mark

If we don't respect our symbol, brand mark and brand elements carefully and consistently, we risk losing Intellectual Property rights of our brand. As
shown below, we should take into consideration that we do NOT:

1. Double-brand our applications by including any of our logos more than once on a page.

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Protecting Our Brand Mark

2. We do not place our primary logo on to any of our coloured backgrounds, instead we would use a secondary logo option in white,. NOT black
coloured brand font. We also do not place a white patch on a predominantly darker coloured background in order to accommodate the logo either
(see previous slide for e.g.).

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Protecting Our Brand Mark

3. We do not ever add/place additional elements over or near our logo(s). We keep our logo(s) clean and away from all other forms of typography and
imagery and never make it a part of a scene. In EU, we do NOT write anything inside of the symbol, not even a product name or OpenAg™. Please
also do NOT write product names directly inside of, below or around our logo in any way. If you are unsure about anything, please get in touch.

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Protecting Our Brand Mark

4. We do not distort or stretch our logos in any way. Please adhere to the guidance and logos shown for different sized applications.

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Logo Symbol on Imagery

When using our logo symbol on imagery, it should be on it's own and in the centre of the image. The colour of the wordmark (UPL with or without
OpenAg) can be either white or black, depending on which works best on the chosen image. Please make sure the mark is always clearly legible. We can
use imagery in various communications to help tell a richer story, i.e. in PowerPoint slides, advertising, corporate brochures and on social media.

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Colours & Typography

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Colour Palette

We have 3 levels to our colour palette: Primary, Secondary and Tertiary. In most instances, the Primary palette should be enough to use, if we have
applications such as complex graphs or pie charts for example, we can use further colours from the Secondary and Tertiary palette.

MarCom’s Text Colour, i.e. BRAND NAME

Dark Grey
R-100 G-99 B-99
C-0 M-0 Y-0 K-75

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Colour Palette: Product Categories

The below colours are used to distinguish between our different colour categories. As part of a Global harmonisation, the below set of colours for
corresponding product categories are shown below.

THESE ARE UNDER REVIEW BY THE GLOBAL TEAM – UPDATE COMING SOON.
IN THE MEAN-TIME, CONTINUE USING THE CURRENT CATEGORY COLOURS – CLICK HERE

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Coloured Backgrounds

We have a set of dynamic coloured backgrounds. These are views from ‘inside’ our symbol. These are a core part of our brand language used to contain
messaging, i.e. in PowerPoint templates as divider slides.

In all instances we use the orange background as a primary visual whenever backgrounds are required. Only when the orange background has been
used should we use the other colours (for example, if we were to use the orange background in a presentation, we would use each of the other colours
for additional dividers for visual differentiation). These colours have no correlation with product category colours.

When we display messaging on our backgrounds, we are to keep the statements on there as short as possible for maximum legibility and impact. When
writing on backgrounds, we use our headline font ‘Noto Sans Display Extra Light’ and only in white. Where readability is poor, you can make the text
partially or fully ‘Bold’.

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Coloured Backgrounds: Don’t

Our backgrounds should be considered with the same respect as our brand logos so that our brand can remain consistent and professional.

➢ The backgrounds should not ever have our primary brand logo placed on top of them. Instead we should use only our secondary logotype
and in white only.

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Coloured Backgrounds: Don’t

➢ Do not write in any other colour except white on any of the backgrounds. Use of bold white text on a coloured background can be used to
make easier to read if required, i.e. bold heading and non-bold message text.

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Coloured Backgrounds: Don’t

➢ Never place any imagery directly next to, on-top of or underneath any of our backgrounds.

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Coloured Backgrounds: Don’t 23

➢ Our backgrounds should never be placed directly next to each other.

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Typography (Font): Primary Weights

Our primary font is Noto Sans, available in 582 languages.
1. Display Extra Light: Used for headings. Where readability is poor, use of ‘Bold’ may be used.
2. Regular: Used for sub-headings
3. Light: Used for body text.

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Typography (Font): Secondary Weights 25

EU Brand Guidelines

Signage & Stationery

(Click to access editable templates)

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Non-UPL Entities

The decision has been made by Global to stop use of all non-UPL branding
currently used by non-UPL registered entities (Some exceptions apply)

Re-branding of all items noted should have already commenced. Please ensure this is done in accordance with this guidance.
Where an entity is to remain registered as non-UPL, simply place the words “Operating as” before company name. Branding is to transition to the new
UPL branding. This is applicable to all branded items, i.e. signage, stationery, communications materials (leaflets/brochures), etc…
If you are unsure about anything regarding this, please ask.

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Signage

Only the primary logo is to be used for signage. Global has asked that the primary logo with ‘OpenAg’ is used where possible, however there may be
legalities with displaying a ‘tag line’ on external business signage, therefore it is recommended you check locally to avoid any potential issues. Use the
primary logo without ‘OpenAg’ if in doubt.

UPL REGISTERED ENTITY NON-UPL REGISTERED ENTITY

➢ Primary logo to be displayed with prominence
➢ White background for standard signage like the examples above. Exceptions may apply for the likes of back-lit signage where dark grey works well.
➢ For non-UPL entities, please use the correct version with text in black, brand font. You can translate the sentence into local language if required.
➢ Consider having a back-lit sign if appropriate for building type and/or location, and only if cost-sensible.

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Signage: Other Examples

Below show the Pantone references for the different sections of our symbol. As our symbol contains many different variants, please work with your
specific signage company to match as closely as possible to the below.

Internal Signage Totems

EU Brand Guidelines Back-lit Signage: This makes the logo really stand
out and can be used internally and/or externally.
Particularly great for reception areas.
Recommended if not too costly. White or dark
grey backgrounds work well with this type of
illuminated logo display.

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Email Signature

Simple instructions on how to update your email signature correctly can be found in the EU Marketing Hub. Font = Noto Sans. Size = 11pt. Colour =
Black. Please remember to change the website address to that of your UPL country domain. As requested by the Global digital team, please do not
display an Arysta website address. Addition of small social media icons is permitted to the scale shown below.

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Business Card

In Europe, we will use the single-sided business card as shown below. It can be used double-sided to display dual-languages, i.e. local language +
English. There are 2 slightly different options available for you to choose from. You may select only 1 based on your preference. It is recommended you
select the one to match your email signature. Suggest a premium-feel/cost-friendly card is used to convey quality.

OPTION 1 OPTION 2

WHAT’S DIFFERENT?
1. Name in bold, NOT job title
2. Bold company name and on line 1 alone
3. Capitalized and bold M, T, E, W
4. Consistent formatting of phone numbers

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Letterhead Non-UPL entity, remember
to add in the words
Do not duplicate address “Operating as” in-front of the
information if not legally registered company name.
required to do so, simply
delete. 32

EU Brand Guidelines

Mailing Label

Non-UPL entity, remember to add in the words “Operating as” in-front of the registered company name.

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Press Release 34

EU Brand Guidelines

Compliments Slip 35

Approximate size: 21cm x 10cm

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Stamps 36

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MailChimp Template 37

EU Brand Guidelines

MarCom’s

(Marketing Communications: Click to access promotional materials)

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Brand Consistent MarCom’s Collaterals (Click on images to view in full)

A4 Product Catalogue A5 Crop / Category Portfolio A4 Product Leaflets: 2 & 4 page templates

Email Banner Ad – Events Promotion Various A4, A5 &
Banner Ad design
templates available

Inside of Product Product Category & Single Brand Roller Banners
Catalogue & Portfolio:
Intro, Contents and 39
Product Pages Labelling Concept. 3 styles to suit differing reg. requirements. Click on each to view (x3 links)

MarCom’s Cost Savings

New MarCom’s Collaterals: Key Objectives

1. Establish a Strong Brand Image: How? Ensure a consistent look/feel across all MarCom’s (product catalogue, crop/category portfolio brochures, product

leaflets, exhibition materials, roller banners, packaging, etc…). Each with a distinct individual look, yet the underlying brand elements are featured throughout all materials to link
together. There is also enough opportunity for local customisation/creativity to tailor to local markets. This consistent approach will help to quickly gain stakeholder familiarity
and in-turn develop a strong UPL brand image.

2. Speed-up MarCom’s Creation: How? The structure/formatting of the ‘Product Catalogue Product Pages’ has been purposefully developed to enable re-use

across all MarCom’s. Example: A product featured in a Product Catalogue can quickly and easily be used in a portfolio brochure and/or leaflet. Or a product leaflet can easily be
taken in it’s current form and placed straight in to a catalogue and/or portfolio. The front cover of the leaflet also has dual-purpose and can be used as a press advert too. The
Product Pages are all fully interchangeable between MarCom’s, making the creation of promotional sales materials significantly quicker.

3. Minimise Duplication of Work: How? MarCom’s collaterals have been developed at EU/centralised-level to ensure designs are ‘on-brand’, hence making

available fully editable InDesign templates to all countries for use instead of each working independently to create the same type of materials. This in-turn enables more
productive use of local marketing resource too.

4. Substantial Cost Reduction: How? All MarCom’s have been specifically designed to be highly cost-effective by design. The look/feel has already been created to

provide visuals to countries/regions, in addition, ‘InDesign templates’ have been made available for local editing, therefore removing one of the highest costs (Reduction to
Marketing’s ‘Advertising & Promotion’ spend). When it comes to updating MarCom’s, the pre-defined designs will indeed become even quicker and even more cost-effective
from the second year of use as all tweaks and local alterations would have been done in year 1 (2020 MarCom’s).

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Exhibition Stand: ‘Be Bold in Colour’ Example

Two variances of the ‘Be Bold’ Exhibition Stand design have been created (BB in Colour and BB in Orange). Key Points noted below apply to both. The
orange version is shown on the next slide. Visuals are located in the EU Marketing Hub: New UPL Branding > MarCom’s (Promotional) > Exhibition Stand
& Event Tent Designs

KEY POINTS:

Example shown: Developed for EU. Used first in Greece. ➢ Open Plan Layout: On one level, keeping it simple, yet creative is the aim
➢ Minimalistic Design: Use white as the primary colour + bold pops of colour
EU Brand Guidelines
with good lighting = a quality look/feel that will stand out.
➢ UPL Brand Focused: Crop-specific imagery is not seen on the main stand, only

in the print materials found on the stand. Use of a few roller-banners that are
crop/brand specific may be used on wither side of the stand but not form part
of the main stand as the UPL branding is the primary focus. This is to ensure
the stand can be used for all events without additional cost.
➢ Informal Seating Areas: Informal, multi-functional, open and welcoming.
➢ Use of TV Screen: Featuring our ‘living logo’ animation at your events is highly
recommended.
➢ OpenAg Purpose: We would like to see the ‘OpenAg description’ displayed,
however, the UPL brand is to remain the primary focus.
➢ Do NOT display any of our ‘internal values’ on any external events materials.

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Exhibition Stand: ‘Be Bold in Orange’ Example 42

Example shown: Developed for EU. Used first in UK.

EU Brand Guidelines

Exhibition Stand: ‘Simple’ Example

KEY POINTS:

Example shown: Argentina ➢ Open Plan Layout: on one level, keeping it simple, yet creative is the aim
➢ Minimalistic Design: Use white as the primary colour + subtle pops of colour with good

lighting = a quality look/feel
➢ UPL Brand Focused: Crop-specific imagery can be built-in to an event stand as long as it

can be re-used many times and/or any panel(s) can be replaced cost-effectively. In this
example, it looks like the creative sunflower imagery panels could easily be replaced but
you would need to consider cost of such replacements. Ideally your stand will be
designed to attend all events, hence, the UPL brand should be the primary focus rather
than crop/product. Brochures and rollers banners can be used for that purpose instead.
➢ Informal Seating Areas: Open-plan with different seating zones gives a welcoming
look/feel + multi-functional.
➢ Use of TV Screen: Featuring our ‘living logo’ animation at your events is highly
recommended.
➢ OpenAg Purpose: We would like to see the ‘OpenAg description’ displayed, however, the
UPL brand is to remain the primary focus.
➢ Do NOT display any of our ‘internal values’ on any external events materials

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Event Tent: Outdoor

Our UPL branded event tent portrays a bold and clean image. It can be used for all types of outdoor events. The top of the tent should feature the
wavy ‘corporate orange colour’ which is bright and bold to attract attention. Please no NOT use a block colour orange and also try avoid white as it
doesn’t stand out. The UPL primary logo (with OpenAg) should be present on all 3 outer-sides of your tent(s), displayed prominently and with equal
white space around it. The logo-size proportions shown below are what we recommend aiming for. In addition, your country’s website address should
be displayed to all four sides of your tent, only in the section shown, and in bold white brand font. Please do NOT display any of our ‘internal values’ on
any external events materials.

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Event Materials: Flags

White flags prominently displaying our primary or horizontal logo types. It is
important that all such promotional items can be re-used at all event types.
This is to save cost and establish our new brand identity consistently.

Primary: Beach-flag with ‘OpenAg’ Other: Totem-pole Flag
Secondary: Beach-flag without ‘OpenAg’
EU Brand Guidelines
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Event Materials: Promotional Items

The primary base colour for promotional items is white for a clean, modern and fresh look/feel, and using the primary logo (with OpenAg)
wherever possible. This is important when trying to establish/build brand recognition of a new brand identity as consistency is essential. In
small narrow items, i.e. pens, the horizontal logo is better suited. The secondary logo is however good for embossing on diaries. Please do
NOT use the large ‘OpenAg + small UPL’ logo-type on any events materials / merchandise unless for an ‘internal event’. This is to first allow
us to establish our new primary branding as such variations can detract from that and dilute your efforts. Positioning and size of logo is also
very important, therefore any questions or proofs can be directed to Amanda Owen to support you where required.

Circular Mousemat used to Umbrella’s feature the
promote multiple brands primary logo no more than
from different categories twice and at opposing ends
as shown.
Low-cost, environmentally-friendly gift-bag great
for goodie give-aways at events. The sides can be Pen examples using the
coloured using the primary colour pallet or white. ‘Horizontal logo’
Please do NOT use plastic bags.
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EU Brand Guidelines

Event Materials: UPL Roller Banners (Non-Product)

UPL Branded UPL Branded + OpenAg description ‘Open’ Branded

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Event Materials: Product Roller Banners 48

EU Brand Guidelines

Event Participation Promotion: Email Banner Ad

An email footer has been created for you to use to promote your local events participation. Please use only this design to ensure a consistent and cost-effective brand approach
across EU. Kindly take note of the positioning and size proportions shown below to ensure the desired look is achieved. Editable ‘Designer files’ are readily available for your
convenience in the EU Marketing Hub: New UPL Branding > MarCom's (Promotional)

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Product Catalogue: A4 Size KEY POINTS:

Designed to shine amongst the competition. Place this bright & bold ➢ Quick to Produce: No need for sourcing or purchasing of different
catalogue in a pile of industry-standard catalogues and see who
stands-out. licensed imagery for the front/back cover(s).
In order to build and strengthen our brand image across EU, we must
be consistent in our approach, therefore we kindly ask you to use only ➢ Minimises Duplication: Make better use of local marketing resources.
this design for a ‘Product Catalogue’. To be produced locally with your
own local content using the provided InDesign template. Click Image. ➢ Reduces Costs:: One design for all of EU countries naturally reduces

EU Brand Guidelines cost, leaving more to be spent in other areas.

➢ Easily Differentiated: Each year the wavy colour on the front/back will

change to one of the other ‘Globally permitted colours’ to enable easy

differentiation between product catalogues by year. Every country is to

use the same colour which will help to establish/build upon our UPL

brand identity across the whole region. We start with the primary

corporate colour ‘orange’. Internal content will be tailored locally for

relevant markets. A4 size is less bulky and different, however can be

sized down to A5 if really needed, although not recommended.

➢ Stakeholder Familiarity: Customers & growers will quickly learn that this

design relates to a UPL ‘Product Catalogue’.

➢ Portrays a Strong Brand Image: Adopting a consistent design approach

using the primary logo (with OpenAg), across EU countries will help to

build/strengthen overall brand image. 50