Brand DNA Style Guide 6.29.2017

Graphic Standards and Style Guide

TABLE OF CONTENTS

INTRODUCTION PROMOTIONAL DECOR

Introduction 3 Introduction 42

How To Get Assistance From AlphaGraphics Graphics 43

Headquarters 4 agSigns Special Applications 48

AlphaGraphics Why Statement 4

AlphaGraphics Brand Story 5 WRITING STYLE

AlphaGraphics Value Proposition 5

Brand Voice 52

GRAPHIC STANDARDS Brand Vocabulary 53

AlphaGraphics Logo 8 Abbreviations and Acronyms 54
Logo Clear Space Usage 10
Incorrect Logo Usages 11 Capitalization 55
Globe Logo 12
Globe Logo Cutoff Treatment 13 Composition 56
AlphaGraphics Brand Statement 14
Incorrect Brand Statement Logo Usages 15 Frequently Confused Words 62
Email Header and Footer 16
Typeface Guidelines 16 Punctuation 65
Color Palettes 19
Printing Standards 20 Common Mistakes 67
Paper Standards 22
WEBSITE DESIGN STANDARDS

Introduction 70

Page Definition and Content 71

Center Content – Center Product Page 72

Center Content – Center Home Page 73

TEMPLATES Copy Content 74

Basic Content Authoring 75

Letterhead 24 Typical Modules 77

Envelopes 25 Basic Images 79

Business Cards 26 Other Images 79

Presentations 26 Image Licensing Requirements or

Business Forms 27 Conditions of Use 80

Kit Covers/Presentation Covers 29 Image Tagging 81

Packaging 30 License 84

ON SITE AlphaGraphics Website Style Guide 85

Exterior Signage 32
Business Center Interiors 35
Vehicle Wraps 39
Team Apparel 40

2 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

INTRODUCTION

INTRODUCTION

The objective of the Graphic Standards and Style Guide is to ensure that our
marketing materials, business identity package and Business Center environments
support and promote the AlphaGraphics brand.

This manual includes the following:

• Graphic standards guide outlining the AlphaGraphics logo, logo usage,

typography, color palettes and more

• Templates and forms section containing items such as, business forms,

presentations and packaging templates

• Promotional decor section detailing standards for on-site signage and Center

decor

• Writing style guide containing writing standards and tips, commonly used

acronyms, frequently asked style and grammar questions and company
trademark information

• Website design standards describing design information and style standards

related to the AlphaGraphics website

WHAT CHANGED?

• The AlphaGraphics Gradient Logo is being phased out. Outside of the three

occasions outlined below, it should be removed entirely:

• Exterior signage
• Door logo (If exterior signage matches)
• Millwork
• Updated primary AlphaGraphics logo.

• “Increase Your Reach” is discontinued. increase your reach

• Gotham typeface is primary typeface.

• Memphis typeface is discontinued.

• Candy-Stripe/Red Bar decor is discontinued.

• Added Promotional Decor section.

• Added GET NOTICED. GET BUSINESS.® brand statement.

GET NOTICED. GET BUSINESS.®

3

PROTECTING THE BRAND

AlphaGraphics invests extensively in building and maintaining its brand. Following
these guidelines carefully is critical to the success of an integrated marketing
communications program as well as overall brand consistency. This manual will
help ensure that the materials you develop not only highlight the products and
solutions you offer your customers, but also help you strengthen and further
establish the AlphaGraphics brand in the minds of your customers.

HOW TO GET ASSISTANCE FROM ALPHAGRAPHICS
HEADQUARTERS

If you have questions regarding these standards or the use of the templates, contact the
AlphaGraphics Headquarters. Marketing Department at [email protected].

ALPHAGRAPHICS WHY STATEMENT

Every person and organization on the planet knows what they do. Some know how
they do it ... but very few know WHY they do what they do. Money is not a WHY, it’s
a result. By WHY, we mean why does your organization exist? Why do you get out
of bed every morning? And why should anyone care? The leaders who inspire us all
think, act and communicate the exact same way and it’s the complete opposite to
everyone else. Those who inspire are not driven by what they do, they are driven by
WHY they do it. The ability to inspire starts with why. At AlphaGraphics, we have
three guiding principles that represent our business today and WHY people should
engage our Centers for print, marketing, design, signs and technology solutions. WHY
AlphaGraphics is covered in great detail in the Brand Refresh Section.

Our Pitch:

We are more than a printer, we help people sort out problems and get results. We help
them GET NOTICED. GET BUSINESS.

Our Internal Purpose:

Our mission is to become the go-to for print, marketing, design, signs and technology
solutions by providing a level of problem solving that is unparalleled in our industry.

Our External Purpose:

Our mission is to go beyond useful to indispensable.

4 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

INTRODUCTION

ALPHAGRAPHICS BRAND STORY

AlphaGraphics was founded by entrepreneur Rodger Ford in Tucson, Arizona, in
1970. A pioneer and innovator, Ford’s vision was to create Business Centers which
offered customers the latest visual communications technology. After successfully
building the company’s operating systems into a successful and profitable business
model, AlphaGraphics began franchising in 1979. In 1984, the company became the
first desktop publishing retailer. By the late ’80s, AlphaGraphics was aggressively
pursuing the global marketplace, becoming the first U.S. printing franchise to
expand internationally.

In 2001, the company moved its headquarters to Salt Lake City, Utah. In 2012,
AlphaGraphics was acquired by Blackstreet Capital, a private equity firm, and in
2014, AlphaGraphics became part of Western Capital Resources, Inc., a publicly
traded company based in Omaha, Nebraska. Today, there are more than 270
AlphaGraphics franchises. AlphaGraphics continues to evolve its offering in an
effort to elevate the effectiveness of its customers’ business communications and
to support their success.

ALPHAGRAPHICS VALUE PROPOSITION

What we do for you:

At AlphaGraphics, we’re problem solvers not just “doers.” Our ability to understand
and solve business problems by offering the best print and marketing solutions
is the foundation of our business. We’re not printers who do marketing, we’re
marketers who do printing incredibly well.

Why only we can do it:

AlphaGraphics is in the center of it all: the center of your community and in the
middle of the latest advancements. Inside every independentaly owned and
operated AlphaGraphics is an owner who knows exactly how it feels to invest
everything in a business. When you do business with AlphaGraphics, you’re
working with people who understand what you’re up against. Being in your shoes
keeps us in your corner.

5

The issue we solve:

We are the at-the-ready resource for all your print, marketing, design, signs
and technology solutions, from planning and development through production
and delivery. AlphaGraphics can efficiently customize and produce a broad
spectrum of products and services relevant to the way you attract, retain and
sell to customers and prospects.

The benefit to you:

AlphaGraphics has the latest tools and knowhow in print, marketing, design,
signs and technology solutions. State-of-the-art is our status quo and allows
us to deliver products and services that give our customers an edge in their
business. While others are talking passion, we are delivering proof. With
AlphaGraphics, you never have to choose between “fast and great,” you can
always count on both.

6 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

CONTENTS

AlphaGraphics Logo 8
Logo Clear Space 10
Incorrect Logo Usages 11
Globe Logo 12
Globe Logo Cutoff Treatment 13
AlphaGraphics Brand Statement 14
Incorrect Brand Statement Usages 15
Email Header and Footer 16
Typeface Guidelines 16
Color Palettes 19
Printing Standards 20
Paper Standards 22

7

ALPHAGRAPHICS LOGO

The AlphaGraphics logo is a symbol of AlphaGraphics Logotype
corporate identity, an identity that has
been established for over 47 years. It is a
trademark, and it represents our brand. The
company rigorously protects our logos and
trademarks against those companies and
individuals who try to copy or denigrate
them. Report any potential violators to
AlphaGraphics Headquarters. by e-mailing
[email protected].

In this latest iteration of the brand, the AlphaGraphics Brand Statement
tagline “Increase Your Reach” has been
eliminated, allowing the logo to stand alone.
As a result, the use of a byline or tagline is
no longer permitted.

In lieu of a tagline, a brand statement,
“GET NOTICED. GET BUSINESS.“ has been
established representing what we do and why
we do it for our customers.

Equal emphasis should be placed on the
correct use of the logo as well as the brand
statement. By following these guidelines,
you can be assured that everything you
create will protect our trademark and
maintain a consistent look and feel for
AlphaGraphics.

Approved logos for agOnline and agSigns:

®

Note: the agSigns logo is a registered trademark.

8 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

AlphaGraphics 2-Color Master Logo The 2-Color Master logo is the
AlphaGraphics 1-Color Master Logo primary AlphaGraphics logo for all
uses. “Increase Your Reach” has been
completely eliminated. Please remove
it from any and all instances.

The AlphaGraphics 1-Color Master
logo is a good option for print, cut
letter signs, building signs, formed
letter signs, illuminated signs and
promotional items.

The 1-Color Master logo may be
used and should appear in Black,
White, PMS Cool Gray 9, PMS 485
Red. Scenarios for when to use the
1-Color Master logo include:

• 1-color printing is required

• If the background color conflicts
with the elements of the 2-Color
Master logo. Reverse the logo to
white from a colored field, or a
dense, solid dark area of a photo.

NOTE: If you are purchasing new signage, decor, etc.,
the above logos should be used. The AlphaGraphics
Gradient Circle logo is being phased out. The only
current occasions where the logo is permitted are:

1. Exterior Signage (Current signage only) All new
signage should use AlphaGraphics 2-Color Master logo.

2. Door logo - if exterior signage matches (Phase out
when replacing signage. For new signs, do not use
gradient logo.)

3. Millwork

Email questions regarding the gradient circle logo to
[email protected].

9

LOGO CLEAR SPACE

To ensure that our logo stands out and gets noticed, it’s important to allow for clear
space around it. Always design clear space surrounding the logo equivalent to at
least one half the height of the letters in the logo.

Minimum logo clearance = 1X X
X

= X height Minimum logo clearance = 1X

X X
Minimum logo clearance = 1X

Approved Special Logo Treatments

From time to time, AlphaGraphics Headquarters may approve special logo
treatments, such as the 40th anniversary logo. All special logo treatments must
be approved by AlphaGraphics Headquarters.

10 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

INCORRECT LOGO USAGES

The full AlphaGraphics logo must
always have the accompanying

Registered ® mark.

DON’T combine the AlphaGraphics

logo or globe logo with a tagline or
byline of any kind.

DON’T distort or alter logos in any

way.

DON’T rotate, invert, spin, angle or

pivot the logo.

DON’T enclose logos within a

contrived shape or use with, or as
part of, any other symbol.

DON’T use logos as a word

in a sentence. When using
AlphaGraphics in a sentence, it
should appear in the same typeface,
weight, size and color as the rest
of the copy. This will maintain the
integrity of the AlphaGraphics logo
and protect it from proliferation of
secondary elements. The “A” and
“G” should always be capitalized
when written in a sentence.
EXAMPLE: AlphaGraphics.

DON’T place a drop shadow or

other effect behind the logo.

Examples only. Not intended to be a comprehensive list.

11

GLOBE LOGO AlphaGraphics 1-Color Master Globe Logo

AlphaGraphics 2-Color Master
Globe Logo.

AlphaGraphics 1-Color Filled Globe Logo

The AlphaGraphics 1-Color Master Globe and 1-Color Filled Globe Logo may be used and
should appear in Black, White, PMS Cool Gray 9, PMS 485 Red. Reverse the logo to white
from a colored field, or a dense, solid dark area of a photo.

INCORRECT GLOBE LOGO USAGES

DON’T combine the AlphaGraphics logo or globe logo

with a tagline or byline of any kind.

DON’T use the gradient globe logo. It is discontinued.

DON’T rotate, invert, spin, angle or

pivot the logo.

DON’T cut the 1-Color Master Globe Logo. The

AlphaGraphics 1-Color Filled Globe Logo is only
permitted to be cut per standards on the following
page.

DON’T place a drop shadow or other effect behind

the logo.

12 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

GLOBE LOGO CUTOFF TREATMENT

The cutoff treatment of the AlphaGraphics 1-Color Filled Globe Logo has been approved
for use. Remember, this treatment only applies to the 1-Color Filled Globe Logo. Please
follow the outlined guidelines below when using the cutoff treatment.
When cutting the left or right side of the AlphaGraphics 1-Color Filled Globe Logo, place
a horizontal guide on top of the “g” descender. The proper cut line is found at the point
where the horizontal guide meets the edge of the circle (as shown below).

The top and bottom area of the AlphaGraphics 1-Color Filled Globe Logo should not be
cutoff. However, there are special circumstances where the logo design may require a
portion of the top or bottom area of the logo to be cutoff. These special circumstances
will be approved on a case-by-case basis. Please send your special circumstance designs
to [email protected] for approval.

Examples of correctly applied 1-Color Filled Globe Logo Treatment:

13

ALPHAGRAPHICS BRAND STATEMENT

(Not a Tagline)

What is a Brand Statement?

Our branding statement
communicates the essence of who
we are and what AlphaGraphics
can do for our customers and
prospects. Our brand statement
reflects our professional reputation
- what we are known for.

GET NOTICED. GET BUSINESS.

Increase Your Reach Tagline (Discontinued)

Increase Your Reach was the tag line for a number of years. This is no longer a tagline
for the business and should not be used. If you have high-cost branding components,
such as exterior signage that still has Increase Your Reach, you can continue to use them;
however, you will need to phase this out with new components as you replace.

GET NOTICED. GET BUSINESS. Logo and Important Notes

• GET NOTICED. GET BUSINESS. is not a tagline. It is a standalone brand statement
and is not a replacement for “Increase Your Reach” and should not be used in
conjunction with or attached to the AlphaGraphics logo.

• “Increase Your Reach” has been eliminated and should be removed from any and all
instances.

• The GET NOTICED. GET BUSINESS. logo may be used and should appear in Black,
White, PMS Cool Gray 9, PMS 485 Red.

• When writing GET NOTICED. GET BUSINESS. in copy, it should always be capitalized
and “GET BUSINESS.” bolded.

• Both the AlphaGraphics and GET NOTICED. GET BUSINESS. logos are registered
trademarks of AlphaGraphics, Inc.

14 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

INCORRECT BRAND STATEMENT
LOGO USAGES

DON’T use GET NOTICED.

GET BUSINESS. as a tagline.

DON’T use a lowercase

typeface when using
the GET NOTICED. GET
BUSINESS. logo

DON’T forget to bold GET

BUSINESS.

DON’T use underlines.

15

EMAIL HEADER AND FOOTER

The email headers and footers below are examples only and should be revised to include
Center specific information.

HTML Email Header and Footer

Text Email Footer

TYPEFACE GUIDELINES

1. T he primary AlphaGraphics typeface is Gotham. Memphis, the secondary option,

is being discontinued. The Gothom fonts were chosen for their clarity, legibility,
practicality and availability worldwide.

2. T he AlphaGraphics fonts must always be used in their true form to guarantee a

consistent, professional look across all communications. Do not manipulate or distort
any font.

3. Adjust letter spacing, kerning and leading for maximum readability.

4. It is appropriate to mix the fonts in varying sizes, styles and weights to add visual

interest, or to create an information hierarchy that’s easy to follow and encourages
readership.

16 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

Primary Typeface Family GRAPHIC STANDARDS

Gotham Thin Gotham Thin Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Extra Light Gotham Extra Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Light Gotham Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Book Gotham Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Medium Gotham Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Bold Gotham Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Black Gotham Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Gotham Ultra Gotham Ultra Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

17

Primary Typeface Family Continued Gotham Narrow Thin Italic

Gotham Narrow Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Extra Light Italic

Gotham Narrow Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Light Italic

Gotham Narrow Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Book Italic

Gotham Narrow Book ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gotham Narrow Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Bold Italic

Gotham Narrow Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Black Italic

Gotham Narrow Black ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890 Gotham Narrow Ultra Italic

Gotham Narrow Ultra ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
1234567890

18 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

COLOR PALETTES

The charts below show the primary and secondary color palettes with their respective
solution names and colors. The colors in our primary color palette are considered permanent
and are to be used on materials that do not change often, such as letterhead and Center
decor. Secondary palette colors are intended for use on material that will change more often,
such as marketing campaigns. Each color has been assigned a CMYK (Cyan, Magenta, Yellow,
and Key - Black), RGB (Red, Green, Blue), Pantone Matching System (PMS), and index color
formula.

1. For all 4-color printing, the CMYK colors listed must be used.

2. For all interactive or video requirements, the RGB equivalents must be used.

3. For all web applications, Hexadecimal or RGB color equivalents must be used.

4. For all screen printing or spot-color printing, the Pantone Matching System (PMS)

equivalents must be used.

5. In all cases, AlphaGraphics logos should be opaque with no transparency.

Primary Color Palette Secondary Color Palette

PMS PMS PMS PMS PMS PMS PMS
485C Cool Gray 9C 166C 7409C 375C 310C 431C
C0 C0 C 46 C 48 C 45
C0 C 30 M 76 M 31 M0 M0 M 25
M 95 M 22 Y 100 Y 100 Y 90 Y9 Y 16
Y 100 Y 17 K0 K0 K0 K0 K 59
K0 K 57 R 227 R 240 R 151 R 106 R 91
R 218 R 117 G 82 G 179 G 215 G 209 G 103
G 41 G 120 B5 B 35 B0 B 227 B 112
B 28 B 123 Hex Hex Hex Hex Hex
Hex Hex E35205 F0B323 97D700 6AD1E3 5B6770
DA291C 75787B

19

PRINTING STANDARDS

Printing the AlphaGraphics Logo 1-Color Printing

When using an AlphaGraphics logo in 1-color printing, use the 1-color version of the digital
logo file and print all elements of the logo in black or red (matching PMS 485). The logo
can also be reversed white out of a dark background.

2-Color and Full-Color Printing

When a logo is used in a 2-color, or full-color job, print the 2-color logo in red and gray
(matching PMS 485, PMS Cool Gray 9).
Electronic versions of approved logos are available on agMarketPlace.

Raster/Vector balance

Set this balance between 95 to 100 to preserve more vector objects.
Note: The amount of rasterization that occurs depends on the complexity of the page and
the types of overlapping objects.

Line Art And Text Resolution

Set this at 1200 ppi for gradient globe.

Gradient And Mesh Resolution

Gradient and mesh resolution should generally be set at 300 ppi, because the quality
of the gradients do not improve with higher resolutions, but printing time and file size
increase.

Foil-Stamping and Embossing

The AlphaGraphics 2-color promotional logo can be foil-stamped with red and gray
metallic foil. However, the red foil must closely match PMS 485 ink and the gray must
closely match cool gray 9.

20 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

GRAPHIC STANDARDS

PRINTING STANDARDS (CONT.)

Watermarks

An AlphaGraphics logo can be used as a watermark. Watermarks should, however, be
paper-generated or special process watermarks. Printed watermarks are not appropriate.

Apparel Variation

Certain clothing provided by approved vendors may use the AlphaGraphics logo in
a nonstandard color because of the color of the clothing. See the On Site section for
complete instructions with regard to apparel applications.

Electronic Prepress

Line screens and image resolutions should be of the highest quality possible.

21

PAPER STANDARDS

Paper Specifications

Essential to maintaining our brand look are the materials we use. Bright white paper
stock enhances the vibrant colors of our palettes. Stock should always be white-
colored sheets. Color or off-white stock should not be used. The paper stock we print
on reflects the quality associated with our work.

For stationery, business cards and other business identity and marketing
communications materials, use the Accent Brand. This is a cost-effective, bright white
paper with an extensive range of text, envelopes and covers. Covers are 12, 14, and 16
point. Or use something similar/comparable.

22 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

T E M P L AT E S

CONTENTS

Letterhead 24

Envelopes 25

Business Cards 26

Presentations 26

Business Forms 27

Kit Covers/Presentation Covers 29

Packaging 30

23

LETTERHEAD

Letterhead Template

24 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

T E M P L AT E S

ENVELOPES

Commercial
No.10 Envelope

9” x 12” Envelope

25

BUSINESS CARDS

Business Card (Front)

[First] [Last] 12 pt paper stock
[Title] or better
Direct. [phone 1]
Mobile. [phone 2]
[Email Address]

Business Card (Back)

[Center Name]
[Address 1]
[City], [State] [Zip]
Phone. [phone 3]
[web address]

This AlphaGraphics® business is an
independently owned and operated
franchise of AlphaGraphics, Inc.

PRESENTATIONS

Powerpoint Template (Title Slide)

Powerpoint Template (Main Slide)

26 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

T E M P L AT E S

BUSINESS FORMS

White Paper

Word Doc Fax Cover Sheet

27

BUSINESS FORMS (CONT.)

Invoice Form

Invoice Form - Unit

Estimate Form

Statement Form V1.0 2.3.2017
Purchase Order
Delivery Ticket

28 AlphaGraphics Brand Standards Guide

T E M P L AT E S

KIT COVERS/PRESENTATION COVERS

29

PACKAGING

Packaging examples below. A complete list of packaging is available on
agMarketPlace.

Poly Retail Bag Shipping Box

Business Card Box Letterhead Box
Small

30 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

ON SITE

CONTENTS

Exterior Signage 32

Business Center Interiors 35

Vehicle Wraps 39

Team Apparel 40

31

EXTERIOR SIGNAGE

With locations all over the world, it is vital that we ensure the environments in our
Business Centers convey a consistent look that supports our brand.

Exterior Signage

All Business Centers must have approved outside signage that includes the AlphaGraphics
logo. Exterior signage must be illuminated from dusk to dawn, 7 days a week.

NOTE: The exterior signage is one of the three
instances where the AlphaGraphics gradient
circle logo is permitted. The other two include the
door logo (if the exterior signage matches) and
millwork.

Email questions regarding the gradient circle logo
to [email protected].

32 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

ON SITE

EXTERIOR SIGNAGE (CONT.)

This ALPHAGRAPHICS®
business is independently
owned and operated by

, , as a
franchised business.

Options and Variations for Exterior Signage

Because signage regulations are controlled by city ordinance and Center criteria, signage that
is different from our established style must be approved by AlphaGraphics, Inc. during the
site approval process, or by variance.
Signage needs to be obtained through the AlphaGraphics approved sign vendor. While
a few exceptions may exist due to extreme signage program or criteria restrictions, any
contemplated signage design configuration or application must be checked and approved by
AlphaGraphics Headquarters before proceeding.
If there are multiple sign opportunities, such as monument signs, the sign designs must be
submitted to AlphaGraphics Headquarters for approval.
System Standard Variance Request Form:
http://alphalink.alphagraphics.com/operations/systems-and-procedures/system-standards/
copy_of_variance-request-form/?searchterm=variance%20request%20form

33

EXTERIOR SIGNAGE (CONT.)

Door & Window Treatments

Below are examples of door and window treatments, including measurements, and
proper placement for AlphaGraphics branding elements.
NOTE: The red or candy-stripe window striping is discontinued.

Horizontally centered logo on window.

Decal is 18” using the 2-Color Choose 1 of possible 3 placement
version of the master logo. locations.

Place AlphaGraphics logo This AlphaGraphics® business is
60” above finished floor independently owned and
from top of decal. operated by [dba] as a franchised
business.
This ALPHAGRAPHICS®
business is independently • This sign must be displayed
owned and operated by on or near every entry/exit to
your Business Center. (Image
, , as a shows three sign placement
franchised business. options.)

This ALPHAGRAPHICS® This ALPHAGRAPHICS® • 18” from every entry or exit to
business is independently business is independently your Business Center.
owned and operated by owned and operated by
• 6“ x 9” minimum size.
, , as a , , as a
franchised business. franchised business. • Two-color substrate
optional depending on
60” Hours of Operation application.
M-F, 8:00 AM - 6:00 PM

This ALPHAGRAPHICS® Your employer is
business is independently
owned and operated by ,.
You are NOT an employee
, , as a of AlphaGraphics, Inc. or
franchised business. any of its a liates.

This sign must be displayed on or near This sign must be displayed in a
every entry/exit to your AlphaGraphics prominent area where only employees
Business Center. Image above shows frequent, such as the clock-in/clock-
three possible sign placement options. out station.

34 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

ON SITE

EXTERIOR SIGNAGE (CONT.) • Dusted Crystal Frosting up
to 42” or chair-rail/mullion
Center globe logo horizontally on the window. height from finished floor

Place globe logo at visual center • Do not extend above
(slightly above actual center) mullion if more than 30” up
vertically on the window. The globe from finished floor
can be placed in each window (this
example), or alternating windows. • Side windows can be fully
Center of window covered with window perfs
if desired
Hours of Operation Place Hours of Operation
M-F, 8:00 AM - 6:00 PM 44” from finished floor • Dusted Crystal Solid Flat
OR Globes 8” to 10” in diameter
2” up from adjacent window can be placed on windows,
mullion where applicable if 60” up from finished floor
the mullion is higher than 42” to top of decal, alighed with
OR door logo.
Place on door at the same
height from the finished floor.

BUSINESS CENTER INTERIORS

Business Center interiors have been designed to support AlphaGraphics brand identity by
using our primary color palette of red, black and gray, along with light maple-colored woods.
Basic décor elements include:
• The AlphaGraphics brand identity wall covering
• The AlphaGraphics brand identity window decals
• The AlphaGraphics kiosk decals

A video to help with the installation process can be found on AlphaLink at:

http://alphalink.alphagraphics.com/services/center-dev-resources/center-decor-and-
remodelling/alphagraphics-2011-interior-decor-change-tutorial

35

BUSINESS CENTER INTERIORS (CONT.)

48” - 60” Place wall or hanging graphics roughly
between 48” to 60” above finished
floor, above all equipment.

Center globe logo horizontally on the window.

10”

Center of window

Flat Globe logos 8” - 10” in
diameter can be reverse cut
out of vinyl at 60” up from
the finished floor to the top
of decal.

36”

Conference Room Treatment

To provide some privacy for meetings, conference room windows should be
covered with Dusted Crystal Vinyl from 36” above the finished floor at the bottom,
to 10” from the finished ceiling at the top.

Flat Globe logos 8” - 10” in diameter can be reverse cut out of vinyl at 60” up from
the finished floor to the top of the decal.

36 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

ON SITE

BUSINESS CENTER INTERIORS (CONT.)

Brand Identity Wall - Red and White

GET NOTICED. GET BUSINESS. This monochrome graphic replaces the multi-color brand
identity wall covering now in most Centers. As a back-of-counter centerpiece, the wall graphic
is available in three sizes and can also be scaled as needed. The brand identity wall should be
prominently displayed in every AlphaGraphics Center and may be used for other applications.

4’ x 12’ Brand Identity
4’ x 8’ Brand Identity
4’ x 6’ Brand Identity

37

BUSINESS CENTER INTERIORS (CONT.)

Counter Brochure

The AlphaGraphics GET NOTICED. GET BUSINESS. brochure features the core
products of print, marketing, design, signs and technology. More importantly,
it identifies many of the reasons why customers should choose AlphaGraphics
for their print and marketing needs. A stack of brochures should be
prominently displayed on a customer-facing counter.

“WE’RE NOT PRINTERS WHO DO MARKETING, WE’RE MARKETERS WHO
DO PRINTING INCREDIBLY WELL!”

38 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

ON SITE

VEHICLE WRAPS

All vehicle wraps should include the following elements:
- AlphaGraphics Logo
- GET NOTICED. GET BUSINESS.®
- ag Globe
- Center Information
- Website URL

Sample Wrap:

39

TEAM APPAREL

Ensuring that team members convey a consistent, professional look in each Business Center
is critical to supporting the AlphaGraphics brand identity. It is strongly recommended that
team members who work directly with customers wear approved logo apparel.

Approved apparel includes polo shirts, long-sleeved dress shirts, long-sleeved twill shirts and
for ladies, 3/4-length sleeve poplin blouses. Shirts and blouses may be red, gray, black or
white. If aprons are worn, black aprons are recommended.

Use the Globe logo on the sleeve at 2.5” diameter, and the Master logo on the left chest at 3”
wide. Alternate thread colors can be used as an exception in this case only, to best coordinate
with the apparel color.

Team members should wear black, khaki or gray slacks. No denim should be worn.

40 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

PROMOTIONAL DECOR

CONTENTS

Introduction 42
Graphics 43
agSigns Special Applications 48

41

INTRODUCTION

AlphaGraphics Promotional Decor Suite

The most recent brand evaluation program conducted by AlphaGraphics

led to three main conclusions regarding the position of AlphaGraphics Business

Centers in the market.

• AlphaGraphics Franchisees operate a business that is very much like the business of
the people they serve. They have similar business needs and experience comparable
pain points. They operate in the same area or markets and are part of the same local
business community.

• The ability to deliver marketing solutions differentiates AlphaGraphics Business
Centers from the competition.

• The primary objective of providing print, marketing, design, sign and technical
products is to help customers get noticed so they can get business.

Using these conclusions, AlphaGraphics has adopted a set of guiding principles that are
summarized in a new brand statement or promise, that defines why doing business with
AlphaGraphics is the right choice.

To support this statement and promote the products, services and brand of
AlphaGraphics, the Marketing Team has assembled a new suite of graphics and other
marketing materials aimed at promoting the company’s core products. In this new
iteration, the core products are defined as:

PRINT – MARKETING & DESIGN – SIGNS – TECHNOLOGY SOLUTIONS

NOTE: The contents within the Promotional Decor Suite section are intended to replace
the “Elements” look and feel. The Promotional Decor suite is aligned with our most recent
brand refresh and AlphaGraphics website.

42 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

PROMOTIONAL DECOR

GRAPHICS

Four Product Block (Preferred)

Use as a super graphic in any location or in collateral material. Image includes the
AlphaGraphics logo in the white margin.

Media Recommendations

If applied to a wall, either Avery MPI 2611 or Grimco brand RadGraphix wall vinyl is
suggested. (Both are 6 mil)

43

GRAPHICS (CONT.)

Single Poster Half Color – Brand Theme (Preferred)

This contemporary looking poster contains the core AlphaGraphics products in a brand
centric presentation. It can be used in a number of locations and a variety of materials
including board, vinyl and window perf. It also works in printed collateral pieces.

Media Recommendations

The Single Poster can be printed on poster paper (any prefered stock) and insterted in
snap frames, printed on adhesive vinyl and mounted to foam board or PVC and installed
using standoffs or Z brackets/French cleats.

44 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

PROMOTIONAL DECOR

GRAPHICS (CONT.)

Four Poster Set Half Color - Brand Theme (Preferred)

These contemporary looking posters can be used individually or as a group on a
conference room wall, in a main hallway or a highly visible lobby location. They can be
printed on common substrates or on a variety of materials as recommended by the
agSigns team. There are also a number of mounting options including framing, standoffs
and blind hangers.

TECHNOLOGY
SOLUTIONS

Media Recommendations

The Four Poster Sets can be printed on poster paper (any prefered stock) and insterted in
snap frames, printed on adhesive vinyl and mounted to foam board or PVC and installed
using standoffs or Z brackets/French cleats.

45

GRAPHICS (CONT.)

Four Poster Set - Full Color - Brand Theme (Supplemental)

These colorful posters can be used individually or as a group on a conference room wall,
in a main hallway or a highly visible lobby location. They can be printed on common
substrates or a variety of materials as recommended by the agSigns team. There are also a
number of mounting options including framing, standoffs and blind hangers.

Media Recommendations

The Four Poster Sets can be printed on poster paper (any prefered stock) and insterted in
snap frames, printed on adhesive vinyl and mounted to foam board or PVC and installed
using standoffs or Z brackets/French cleats.

46 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

PROMOTIONAL DECOR

GRAPHICS (CONT.)

Department Signs

Department signage is to be hung over the logical entrance point to each department
in the Center. This adds clarity to your Center setup for new employees and touring
customers and guests.

Media Recommendations

3/16” foam board would be ideal for department signs. They are lightweight and easy to
hang with ceiling hangers from ffr.com.

47

agSIGNS SPECIAL APPLICATIONS

A number of the promotional decor graphics have been adapted for large format use
to demonstrate many of the specialty products offered by AlphaGraphics. Owners are
encouraged to produce one or more large format stands and locate them around their
Center.

Half Color - Brand Theme

TECHNOLOGY
SOLUTIONS

Media Recommendations

Grimco brand Briteline Roll Up material
OR
Bantex 10 oz Curl Free black back banner material from Grimco

Showing these in different banner stands from good, better and best perspectives is
encouraged.

Banner Stand Graphics

Can be sized to suit the banner stand displays listed on page 50.

48 AlphaGraphics Brand Standards Guide V1.0 2.3.2017

PROMOTIONAL DECOR

agSIGNS SPECIAL APPLICATIONS (CONT.)

Half Color and Full Color - Brand and Product Themes

Media Recommendations

Grimco brand Briteline Roll Up material
OR
Bantex 10 oz Curl Free black back banner material from Grimco
Showing these in different banner stands from good, better and best perspectives is
encouraged.

Banner Stand Graphics

Can be sized to suit the banner stand displays listed on page 50.

49

agSIGNS SPECIAL APPLICATIONS (CONT.)

Banner Stand Displays

Below are three examples of banner stand sizes that Centers commonly use and offer.

Viewable Graphic Viewable Graphic Viewable Graphic
31.5” X 78.5” 35.5” X 82.25” 31.5” X 83.35”

For more information on banner sizes and hardware availability, contact the agSigns team:

• Tammy Coil [email protected]
• Rich Russell [email protected]
• Trent Lensch [email protected]

50 AlphaGraphics Brand Standards Guide V1.0 2.3.2017