Corporate

identity guidelines

Introduction - Using these guidelines

Contents Our Innospec corporate identity guidelines cover the following topics: 1.1. Visual Identity - Logo Our logo is the single most prominent visual element of our corporate identity. We have produced strict guidelines for the clear and effective use of our logo and these are illustrated in this section. 1.2. Visual Identity - Colour A simple guide to using the specific colours of the Innospec identity. 2.1. Applications - Stationery master templates A guide to using the stationery templates that can be found on the accompanying CD. 2.2. Applications - Screen based presentations A simple guide to producing screen based presentations and how to use the powerpoint templates provided on the CD. 3.1. Visual Style - Typography An explanation of the use of typeface families. 4. CD - Contents How to access the files. If you have any questions or require further material please email: corporatecommunications@innospecinc.com

Innospec is a specialty chemicals company competing in a global market. We have manufacturing bases in many countries and run a worldwide distribution network. This means it is important for Innospec to maintain a strong visual identity across all communications, whether internal or external. This is the Innospec corporate identity manual. It has been designed to help everyone who works for Innospec understand the key elements that make up our visual identity and why it is important to maintain a consistent approach across everything we do. A strong visual identity is a great business asset. It reflects the personality of an organisation and it is instantly recognisable. This identity helps to differentiate a business from its competitors. It offers the opportunity to send out the message that a business is organised, efficient and credible. In its simplest form, an identity might be seen as just the company logo. But in practice a business creates the right impression by paying attention to a host of details. With the right investment, in terms of time and implementation, a visual identity becomes a huge asset. And just like any other business asset, a companys visual identity needs to be managed carefully if it is to retain its value.

with compliments

Innospec Inc. Innospec Manufacturing Park Oil Sites Road, Ellesmere Port Cheshire, CH65 4HF, UK Tel: +44 (0)151 348 5831 Fax: +44 (0)151 348 5838 www. innospecinc.com

Innospec Inc. Innospec Manufacturing Park Oil Sites Road, Ellesmere Port Cheshire, CH65 4HF, UK Tel: +44 (0)151 348 5831 Fax: +44 (0)151 348 5838 www.innospecinc.com

1.1. Visual Identity - Logo

specialty chemicals

Innospec Brand Values The Innospec logo has been designed to reflect the core values of our business which are:

Confident Informed Dynamic Clear Innovative

we are challenging and focused we are expert and knowledgeable we are performance driven and enthusiastic we are open and transparent we are forward thinking and inspired
The Innospec Brand Values should be reflected in everything that we do. This extends to all visual communications both internal and external.

To ensure this message is not diluted, the logo should not be adapted or amended in any way. It is vital that our logo remains clear, consistent and recognisable.

1.1. Visual Identity - Logo

1. Correct usage of the logo

specialty chemicals

2. Incorrect usage of the logo

specialty chemicals

specialty chemicals

specialty chemicals

specialty chemicals

This section indicates the correct and incorrect usage of the logo, where it should be positioned, clear areas, the minimum size for reproduction and how the logo should be used within specific business areas. The logo should never be re-drawn or modified. It should never be used in any other colours than those specified.

Innospec logo - correct use The correct use of the Innospec logo is vital to maintain consistency throughout all communication media. Innospec logo - incorrect use Illustrated on this page are a few examples of the incorrect use of the Innospec logo. Innospec logo - artwork Master files of the logo should always be used when producing new material, These can be found on the CD in the following location:

CD

Artwork

Master Logos

1. Example of Innospec businesses

There are three businesses that operate under the Innospec name - Fuel Specialties, Active Chemicals and Octane Additives. The logo for each of these is illustrated above. To maintain consistency, the logos should never be re-drawn or modified in any way.

Innospec logo - artwork Master files of these logos should always be used when producing new material, These can be found on the CD in the following location:

CD

Artwork

Master Logos

1.1. Visual Identity - Logo

1. Clear area around the logo

Clear area

Clear area

Clear area

specialty chemicals
Clear area

specialty chemicals
2. Logo reversed out of flat black colour

5. Minimum size
There is a minimum size that the logo should be produced; no smaller than 25mm in width. When there is a need to reproduce smaller than 25mm, there is an alternative version of the logo.

3. Logo reversed out of flat colour

4. Logo in black only

The Innospec logo should always have a clear area (an area where no other printed material appears). This reinforces the authority of the logo and avoids confusion. The logo can also appear reversed out of a single colour as shown above. This page also provides guidelines for use of the logo at its minimum size.

Innospec logo - artwork Master files of the logo should always be used when producing new material. These can be found on the CD in the following location:

CD

Artwork

Master Logos

1.2. Visual Identity - Use of colour for print and screen applications

Pantone reference

Process colour

RGB Screen

Pantone reference

C
Black 0

M
0

Y
0

K
100

R
0

G
0

B
0 Pantone Black

Innospec Red

94

100

237

28

36

Pantone 1795C

Innospec Green

20

100

19

178

187

28

Pantone 383C

Innospec Purple

46

88

151

67

153

Pantone 513C

Innospec Blue

100

46

10

119

192

Pantone 2935C

Our colours The table above illustrates the five colours that make up the Innospec logo. The four swatches opposite indicate the four colours and how they should appear in CMYK. Process colour
C 0 M 94 Y 100 K 0 C 20 M 0 Y 100 K 19

To be used when printing four or more colours. RGB screen To be used for screen based presentations. Pantone Reference To be used when printing single or special colour.

C 46 M 88 Y 0 K 0

C 100 M 46 Y 0 K 0

Note: This manual has been produced in CMYK, do not use this as a perfect colour match

2.1. Applications - Stationery

Firstname Secondname Position

Tel: +44 (0)151 000 5432 Fax: +44 (0)151 000 5432 Email: n.ame@innospecinc.com

with compliments

Innospec Inc.
Innospec Inc. Innospec Manufacturing Park Oil Sites Road, Ellesmere Port Cheshire, CH65 4HF, UK Tel: +44 (0)151 348 5831 Fax: +44 (0)151 348 5838 www. innospecinc.com

Innospec Manufacturing Park Oil Sites Road, Ellesmere Port Cheshire, CH65 4HF, UK www.innospecinc.com

Innospec Inc. Innospec Manufacturing Park Oil Sites Road, Ellesmere Port Cheshire, CH65 4HF, UK Tel: +44 (0)151 348 5831 Fax: +44 (0)151 348 5838 www.innospecinc.com

When producing stationery for a business like ours that operates within a global market place, consistency is vital. There are specific typographic guidelines which should be followed at all times in order to maintain this consistency. If a new piece of stationery artwork is required there are stationery master artwork files available on the accompanying CD.

Stationery examples The Innospec stationery covers a range of items. Above are a few examples. Stationery master artwork Master artwork for letterheads (A4 and US letter), compliment slips and business cards, all created in Quark Express, can be found on the CD in the following location:

CD

Artwork

Stationery Artwork

2.2. Applications - Stationery master templates

On the CD you will find master files for the production of stationery. Above are examples of A4 documents and US letter size master templates. An example of how to use these can be found on the following pages.

Stationery master templates Master template files for letterheads (A4 and US letter), fax sheets and memos, all created in Microsoft Word can be found on the CD in the following location:

CD

Master Templates

Stationery Templates

2.2. Applications - Stationery master templates

Type address details here

Fixed element on pre-printed stationery paper

Arial 10pt on single line spacing Justified

Compose your letter here

Arial 10pt on single line spacing Justified

Fixed element on pre-printed stationery paper

To prepare a letter, locate and open the file a4letter.doc. Save the template file as a new document and begin typing in the relevant field. The typeface is already set to the default corporate typeface and styling. When producing a letter the letter template should be used and printed onto the

Innospec pre-printed stationery. Other templates such as the fax template have the logo and address details incorporated and so can be printed onto plain paper. This will help you to achieve corporate consistency.

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Type details here

Fixed element included on the fax master template

Arial 10pt on single line spacing Justified

Compose your fax here

Arial 10pt on single line spacing Justified

Fixed element included on the fax master template

Stationery master templates Master template files for letterheads (A4 and US letter), fax sheets and memos, all created in Microsoft Word can be found on the CD in the following location:

CD

Master Templates

Stationery Templates

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2.3. Applications - Screen based presentations and templates

When producing screen based presentations consistency is vital. There are specific guidelines which should be followed at all times in order to maintain this consistency. If a new presentation is required there are Powerpoint template files available on the accompanying CD. Two templates have been provided, the version with the black background with white type should be used for screen presentations. For presentations which will be printed, use the white background with black type.

Powerpoint master templates for screen Master template files created in Powerpoint can be found on the CD in the following location:

CD

Master Templates

Powerpoint Templates

12

The templates provide a range of different slides from title slides through to information only and bar chart slides. If a specific graphic is required as in example 4, this would need to be created separately. To use, simply save the template file as a new document and begin typing in the relevant fields. The typeface is already set to the default corporate typeface and styling. This will help you to achieve corporate consistency.

Powerpoint master templates for print Master template files created in Powerpoint can be found on the CD in the following location:

CD

Master Templates

Powerpoint Templates

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3.1. Visual Identity - Typographic style

Arial Family

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Formata Family

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

To create a consistent look and feel across all documentation and media it is important to use the right typeface. The typefaces for Innospec have been selected to ensure our communications are easy to read and instantly recognisable. Certain typefaces work well on paper while others work better on screen. Innospec has one typeface to be used on communications such as letters, documents, screen based and electronic communications. The other typeface should be used for all other communications. The different typefaces are outlined above.

Our typefaces The two type families used in our communications are shown here. Formata is the type family that should be used in written and printed communications. Arial should be used where it is not possible to use Formata.

The Innospec font has been designed specifically for the logo and must not be used for any other application.

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4. CD - Contents

CD

Artwork

Master Logos

Artwork

Stationery Artwork

Innospec logo For use in print: innospec.eps innospec.jpg inswt.eps insblk.eps insblk.jpg (Colour) (Colour) (White) (Black) (Black)

Innospec Active Chemicals logo For use in print: insac.eps insac.jpg insacwt.eps insacblk.eps inacblk.jpg (Colour) (Colour) (White) (Black) (Black)

Stationery Artwork For use in print: a4letter usletter a4comp uscomp buscard

For use on screen: ins72.jpg insblk72.jpg (Colour) (Black)

For use on screen: insac72.jpg insacb72.jpg (Colour) (Black)

For use in print under 25mm: insml.eps insml.jpg insmlwt.eps insmlblk.eps insmlblk.jpg (Colour) (Colour) (White) (Black) (Black)

Innospec Octane Additives logo

Master Templates Stationery Templates

For use in print: insoa.eps insoa.jpg insoawt.eps insoablk.eps insoablk.jpg (Colour) (Colour) (White) (Black) (Black) Stationery Templates a4letter.doc usletter.doc a4fax.doc usfax.doc a4memo.doc usmemo.doc

For use on screen under 25mm: insml72.jpg insmlb72.jpg (Colour) (Black)

For use on screen: insoa72.jpg insoab72.jpg (Colour) (Black)

Innospec Fuel Specialties logo For use in print: insfs.eps insfs.jpg insfswt.eps insfsblk.eps insfsblk.jpg (Colour) (Colour) (White) (Black) (Black)

Master Templates

Powerpoint Templates

Powerpoint Templates scrntmp.pot printmp.pot

For use on screen: insfs72.jpg insfsb72.jpg (Colour) (Black)

The files on the CD can be accessed from the folders as illustrated above.

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Innospec Inc. Innospec Manufacturing Park Oil Sites Road, Ellesmere Port Cheshire, CH65 4HF, UK email: corporatecommunications@innospecinc.com www.innospecinc.com