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01 INTRODUCTION Alpha History Brand Purpose 02 BRAND PRINCIPLES Mission Statement Tagline Value Proposition Core Values Personality and Voice 03 13 14 16 18 20 BRAND ELEMENTS Logo Design and Composition Color Palette Typography Photography Iconography Illustration 2 06 08 24 34 66 72 90 100 104 3

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6 Alpha Warranty Services was founded in is Alpha Warranty s owner and CEO and a business that today serves not only those 2002 by a father and son team The father who had just returned from serving a tour of few original partners but thousands of other Craig a retired military commander had duty in Afghanistan as part of the U S Army s dealers and hundreds of thousands of contract learned about the vehicle protection industry 119th Special Forces Group Steve had some holders across the country many of which are through an acquaintance and had become an money he had set aside from his military repeat customers This simple gesture built agent for a vehicle protection plan provider compensation from his time on active duty Alpha Warranty on the principle of integrity in Idaho After signing up several dealerships and agreed to fund the startup of a new and doing what s right The same values have he started receiving complaints about unpaid company they called Alpha Warranty Services guided our company ever since claims Craig approached the leadership of Together Craig and Steve approached the that company and when it became clear dealerships that had been abandoned by the owner had no intention of taking care the other company and offered to cover the of those contract holders and dealerships claims if they would switch to Alpha Warranty Craig decided to follow through with the Services as their provider By remaining commitments he had made because it was true to the ideal of doing the right thing the right thing to do Craig brought the issue Alpha Warranty honored several contracts up with his son Steve Rosenvall who today developed valued partnerships and started The things we re developing and coming out with are super unique and powerful I feel that Alpha has a way of doing things better and at a higher level that FOUNDING STORY We re not just a service contract company ALPHA BRAND GUIDE COMPANY HISTORY COMPANY HISTORY helps everyone reap the benefits of the business and share in the profitability It s what I believe is the right thing to do Steve Rosenvall CEO and Founder 7

HOW OUR HISTORY IMPACTS OUR BRAND This is important because consistent brands have more impact on their Alpha Warranty Services was founded on the principle of doing the customers and industry and creates an authentic brand experience right thing As we provide others with the protection to help them live Such brands are stronger more user friendly more valuable and more their ideal lifestyles we live this principle It drives everything we do our credible The strength of a clear brand standard is the consistency and purpose mission value proposition and daily operations It is the core of clarity it provides to creative professionals in the design of marketing our brand collateral Standards are presented so subjective elements of the design ALPHA BRAND GUIDE THE PURPOSE OF THE BRAND THE PURPOSE OF OUR BRAND are removed and an in depth brand personality is created WHO IS THIS BRAND STANDARDS MANUAL FOR Our employees are the heart of our brand This document has been HOW SHOULD THE BRAND BE USED created by unifying the efforts of each department in our company Our Treat these standards like the rule book for the brand Refer to this brand s success is up to each one of us working together toward the document when starting any project This document not only gives same goal These standards are designed to help Alpha employees guidance for communication in terms of brand personality and vision but understand the importance of the brand and to govern how the brand also for visual guidance on logo usage brand colors and typography is communicated and visually represented The goal is consistency regardless of how many employees represent the brand 8 9

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OUR MISSION STATEMENT PURPOSE This mission statement is Alpha Warranty s guiding objective It outlines our WHY WE HAVE BRAND PRINCIPLES Alpha Warranty s brand principles define who we are where we are going and why we do the things we do They establish a collective purpose for the company and give meaning to what we are doing each and every day It s the reason we exist and work to provide the service and products that we do To protect the lifestyles of our contract holders agents and dealers by providing innovative vehicle protection plans unrivaled customer experiences and creative technology solutions demographic our contributions and the level of service we provide It is designed to guide employee actions and engage our partners ALPHA BRAND GUIDE MISSION STATEMENT WHAT WE STAND FOR MISSION STATEMENT STANDARDS and contract holders by helping them understand our intentions HOW IT S USED Use the mission statement as a road map to define your purpose and actions as an employee Allow the mission statement to help you to meet company goals as you serve our partners and contract holders HOW NOT TO USE Do not change the mission statement or alter it in any way It is intended to be used as written 12 13

TAGLINE STANDARDS ALPHA BRAND GUIDE TAGLINE TAGLINE PLACEMENT WITH LOGO To the right is an example of how Alpha s logo is used with the tagline In this structure the beginning of the tagline or the P in the word Protecting should left align with the A and W in the Alpha Warranty TAGLINE logotype The length of the tagline should be sized to end with the TM PURPOSE Protecting your lifestyle TM right aligned with the right edge of the I in SERVICES The tagline is A tagline plays an important role in a HOW NOT TO USE company s branding Our tagline is designed to be memorable and help our audience Do not add to alter or change the tagline in anyway relate to our company It should help them feel Do not write the tagline in all caps comfort care and security when working with TAGLINE STRUCTURE us Our tagline should also help us stand out Do not capitalize the first letter in each word of the tagline from our competition Do not use the tagline without the TM capitalized No other letters should be capitalized The tagline should positioned 1 5x the height of the P in Protecting below the sub line WARRANTY SERVICES When writing the tagline the P in Protecting should always be be ended with a period followed by a superscript TM representing the HOW TO USE trademark for the statement The TM should be 75 x the font size of the Always capitalize the P in Protecting in the first word of the tagline tagline and top aligned with the tall letters End the tagline with a period followed by superscript TM Use the tagline in conjunction with the Alpha logo Protecting your lifestyle TM Protecting Your Lifestyle TM protecting your lifestyle TM Protecting Your Lifestyle Use the tagline as headline Rawline and Monopol are acceptable for this usage Use the tagline in general copy When using it in this format flow the statement into the copy rather than having it stand alone If used as part of a sentence the capitalization period and TM may be removed for grammar 14 15

VALUE PROPOSITION Supercharged service and technology powered by amazing people PURPOSE HOW NOT TO USE A value proposition is what we promise to our Do not change or alter the value proposition in anyway contract holders dealers and agents when they purchase our products and choose to work with our company This statement is simple and to the point It declares how we intend to act as we follow through on our Do not use the value proposition as or in lieu of the tagline ALPHA BRAND GUIDE VALUE PROPOSITION VALUE PROPOSITION STANDARDS mission statement and provides a reason why customers and dealers should choose to work with us It is how we hope our brand is to be received HOW TO USE Do clearly communicate our value proposition to our audience via messaging in our office on our website and in marketing materials Do understand the value proposition is a promise of why someone should choose Alpha Warranty Services This promise is fulfilled by our employees Do use the typographical design displayed to the left VALUE PROPOSITION DESIGN Alpha Warranty s value proposition in a typographical design 16 17

WHY OUR CORE VALUES ARE IMPORTANT DO THE RIGHT THING BE ACCOUNTABLE Our values are based on the founding principle There is more to us than just our products Do what you say you will do when you say you of doing the right thing That s why do the right Show humanity through integrity and empathy will do it When a mistake is made own up to it thing is the first value It is the basis for how Respect yourself your work and others Value and strive to be better we believe we should act and it influences people over profit our other values Alpha Warranty s core values ALPHA BRAND GUIDE CORE VALUES CORE VALUES ENJOY LIFE support our mission statement define our FOCUS ON THE CUSTOMER Love what you do and have fun doing it Invest culture and reflect what we believe They help Provide an unrivaled customer experience in yourself and in your career Together we aim us make decisions on behalf of the company that exceeds expectations through meaningful to balance life and work educate our partners and contract holders innovation and challenging the status quo on what we stand for and aid us in recruiting outstanding employees that help make our TAKE ACTION team great Work as if it is your car that is in the shop Perform as if it is the success of your dealership at stake Act as if it is your agency to grow 18 19

WHO WE ARE Just like an individual Alpha Warranty Services has a unique personality which is the personification of our brand Our personality is made up of a handful of human characteristics that describe how we want our partners and contract holders to think of us These characteristics make us relatable and help us forge OUR CHARACTERISTICS WHAT IT MEANS HOW TO USE HOW NOT TO USE CONCISE We respect our audience s time We skip the fluff and provide relevant content Wisely and thoughtfully structure your content Say it simply Use less words well Don t use flowery or overly complex words ORIGINAL We think beyond the limits of our industry We create interesting content that appeals to and engages our audience Be creative Be fresh and modern Be fun and clever Don t be impractical BOLD We believe we have the best products and services available and are passionate about our partner relationships Don t belittle competitors Don t sound arrogant Don t be indecisive RELATABLE While our products are based on legal documents we don t communicate that way Be relatable and easy going Add a splash of humor when appropriate Use plain simple language Don t use big words or industry jargon AUTHENTIC With us there are no hidden elements What you see is what you get Be genuine Be consistent Be honest and up front Don t hide behind excuses Don t be cheesy or tacky Don t be insincere genuine relationships with those we serve This sets us apart from our competition CREATING A BRAND VOICE Alpha Warranty s brand voice is how we communicate our personality and establish trusting relationships Refer to the guides on the opposite page to properly create our voice APPROVED PHRASING Protecting your lifestyle TM F I for today s customer People over profit Work life balance Meaningful innovation Act with integrity 71 20 of consumers are more likely to recommend brands with whom they have an emotional connection Do the right thing 51 of people expect brands will anticipate their wants and needs Be humble yet confident Know your stuff Be professional Be emotionally intelligent ALPHA BRAND GUIDE VOICE AND PERSONALITY PERSONALITY AND VOICE 21

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To the right are examples of the Alpha Warranty Services standard value logo The construction of the standard value logo ALPHA BRAND GUIDE LOGO LOGO STANDARDS LOGO CONSTRUCTION contains a combination of an abstract logo brand mark with logotype text The Alpha Warranty Services logo should always INTRODUCTION Alpha Warranty s logo is the first visual connection our consumers and partners have with our brand For this reason it is important that it be used accurately This section will provide the guidelines on how to properly use the Alpha Warranty Services logo include the symbol in the upper right hand Standard value logo on a light background It includes the gradient brand mark symbol Alpha logotype 90 gray and Warranty Services logotype 60 gray The symbol is in the upper right hand corner corner BRAND MARK SYMBOL The brand mark symbol is a circular shape with a blue gradient background containing the Greek letter alpha in white LOGOTYPE Standard value logo on a dark background It includes the gradient brand mark symbol and Alpha Warranty Services logotype in white The symbol in the upper right hand corner The logotype consists of Alpha Warranty Services written in Bank Gothic Medium font It contains two lines of equal lengths with the height split into thirds The upper two thirds contain text for Alpha while the lower third contains Warranty Services The logotype on the standard value logo has three acceptable color combinations 90 gray Standard value logo with tagline on a light background It includes the gradient brand mark symbol Alpha logotype 90 gray and Warranty Services logotype 60 gray The symbol is in the upper right hand corner The tagline sits below the logotype 60 gray black and white 24 25

STANDARD VALUE LOGO COLORS LOGO CLEAR SPACE APPROVED STANDARD VALUE LOGOS BRAND MARK COLOR LOGO TYPE COLORS It is preferred that the clear space around the logo is at least the full height and width of the alpha brand mark However if space does not allow the Standard value refers to the standard The brand mark in the standard value logo The logo type is approved in three color amount of clear space around the logo cannot be less than half the height and width of the alpha brand mark gradient brand mark symbol The naming is a default color configuration It is not variations to be paired with the gradient structure is standard value logo the color permitted to be changed unless an approved standard value brand mark These colors are of the logo type The approved standard flat colored logo needs to be used See flat black gray black and white value logos are as follows logo color guidelines ALPHA BRAND GUIDE LOGO LOGO CLEAR SPACE USAGE Standard value logo black gray The circular brand mark contains a blue The standard value logo is to be used for all Standard value logo black gradient background A darker blue gradates digital and 4 color print applications Standard value logo white to a light blue from the outer edges of the circle to the center of the negative spacing on the Greek letter alpha The center point for the gradient is not centered in the middle 26 Preferred use of clear space on logo with tagline Preferred use of clear space with grid on logo and tagline Minimum use of clear space on logo Minimum use of clear space on logo of the circle Standard value logo black gray Standard value logo black Standard value logo white 27

FLAT LOGO EXAMPLES OF FLAT LOGOS ON OPPOSITE PAGE The flat logo refers to a flattened uniform or non gradient color of the 1 Flat logo Alpha mid tone blue black brandmark On the flat logo the brandmark color may be different than 2 Flat logo Alpha mid tone blue white the logo type The full logo may also be one solid color 3 Flat logo 1 color black ALPHA BRAND GUIDE LOGO FLAT LOGO COLORS 4 Flat logo 1 color white APPROVED FLAT LOGO COLORS 5 Flat logo 1 color Alpha dark blue Flat color logos can be a combination of our approved color pallet black 6 Flat logo 1 color Alpha mid tone blue and white When using a 1 color flat logo the white a in the brandmark 7 Flat logo 1 color Alpha gray should be removed and changed to a negative space 8 Flat logo 1 color Alpha light blue 1 Flat logo Alpha mid tone blue black 2 Flat logo Alpha mid tone blue white 3 Flat logo 1 color black 4 Flat logo 1 color white 5 Flat logo 1 color Alpha dark blue 6 Flat logo 1 color Alpha mid tone blue 7 Flat logo 1 color Alpha gray 8 Flat logo 1 color Alpha light blue The naming structure will be flat logo the color of the brandmark the color of the logotype The naming structure for a 1 color flat logo with be flat logo 1 color approved color name USAGE The standard value logo should be the default option However due to cost and print capabilities the standard value logo is not always possible In these circumstances an approved flat color logo may be used Flat color logos are approved for use when an application does not allow a digital or 4 color press production such as promotional items 28 29

APPROPRIATE USAGE HOW TO USE THE ALPHA LOGO WITH A BACKGROUND IMAGE The Alpha Warranty Services logo should be a prominent focal point within a design This is why the background on which the logo is placed is important The Alpha Warranty logo maybe placed over an image as long as the location of the image has a clear space for the logo with no distracting elements When choosing a background the logo color must always stand out and contrast against it The brand mark or logo should never blend in or be a similar ALPHA BRAND GUIDE LOGO LOGO BACKGROUNDS color to the background The clear space should always be recognized APPROVED SOLID COLOR BACKGROUNDS The Alpha Warranty logo is approved for use against the following colors White Alpha light blue Black Alpha gray Alpha dark blue Alpha yellow 1 Standard value logo black gray on white 2 Standard value logo white on black 3 Standard value logo white on Alpha dark blue 4 Standard value logo black gray on Alpha light blue 5 Standard value logo white on Alpha gray 6 Standard value logo black gray on Alpha yellow APPROVED LOGO AND BACKGROUND COLOR COMBINATIONS 1 Standard value logo black gray on white 2 Standard value logo white on black 3 Standard value logo white on Alpha dark blue 4 Standard value logo black gray on Alpha light blue 5 Standard value logo white on Alpha gray 6 Standard value logo black gray on Alpha yellow 30 31

ALPHA BRAND GUIDE LOGO LOGO USAGE UNACCEPTABLE LOGO USE 1 Do not move the placement of the brand mark from the standard value logo 2 Do not use the logo without the Alpha brand mark 3 Do not angle rotate or skew the logo Do not make the logo disproportionate in any way 1 2 4 Do not use the logo with styling effects such as a drop shadow or glow 5 Do not use the logo on an unapproved background color When placing the logo on top of an image or promotional product do not select a background where the brand mark and or logo type blends in or is similar in color to the background It should always contrast and standout against the background 3 4 5 6 5 7 Consumers need around 5 7 impressions before they recognize a business logo Pam Moore 2014 6 Do not use the logo on a busy background Be sure the background is simple and allows the logo to be the main focus 32 33

WHAT IS A GRID A predetermined understructure which the designer can employ to give a consistent experience through the layout and ultimately the brand The grid is the invisible glue that holds a design together ALPHA BRAND GUIDE GRID DESIGN COMPOSITION STANDARDS THE GRID GRID SPECIFICATIONS Using the guidelines below choose a layout most appropriate to your project Please note when an art template is provided by a printer always refer to these default bleed settings Stick to Alpha Warranty s brand guidelines for margins columns and column gutters FORMAT 34 STANDARD SIZE BLEED MINIMUM MARGIN MAXIMUM COLUMNS MINIMUM GUTTER Inches Inches Inches Business Cards 3 5x2 0 125 0 125 2 Inches 0 125 Card 3 5x5 0 125 0 125 3 0 125 Card 5x7 0 125 0 25 6 0 125 9 0 125 Flyer 8x10 0 125 0 5 Flyer 8 5x11 0 125 0 5 9 0 125 Rack Card 4x8 5 0 125 0 5 2 0 125 Bi Fold Brochure 8x8 5 0 125 0 5 4 0 125 6 0 125 Tri Fold Brochure 11 9375x8 5 0 125 0 5 Booklet 6x6 0 125 0 5 6 0 125 Booklet 11x8 5 0 125 0 5 9 0 125 Booklet 12x12 0 125 0 5 9 0 125 9 0 25 Poster 11x17 0 125 0 5 Poster 24x36 0 125 1 25 9 0 25 Horizontal Banner Refer to Vendor Template Refer to Vendor Template 3 5 12 1 5 35

CONSISTENT ELEMENTS Alpha Warranty Services uses a grid in its design structures Using a grid adds consistency in all Alpha design projects It visually organizes information VERTICAL SPACING BETWEEN ELEMENTS simplifies designs and ultimately unifies the brand The grid provides brand consistency via margins and columns To keep designs fully balanced design elements such as text boxes images graphics and others must be consistently vertically spaced within columns Vertically space elements using 0 125 0 25 0 5 0 75 and 1 increments For web GRIDS PROVIDE A SOLID FOUNDATION ALPHA BRAND GUIDE GRID USING THE GRID space elements using 25 50 75 and 100 pixel increments The purpose of a grid is to establish a set of guidelines for how elements should be positioned within a layout An effective grid sets up a solid foundation and establishes the visual pacing for a design It makes the content accessible and gives the reader a visual guide to find information within the piece The ANGLES grid is ultimately a road map to your content Angles have been a prominent design feature in Alpha Warranty s design When using angles such has an angled image or the two toned angles design element the angle must be 29 5 degrees This is the same degree as the angle of the A in the Alpha Warranty Services logotype GRID DEFINES PROPORTION BALANCE AND DIRECTION The structure of the grid sets up margins and columns that provide balance to the design This has multiple benefits It makes the designer s job easier when LOGO SIZING laying out material by providing pleasing visual aesthetics It also gives the reader a direction to follow the design This helps us maintain control of the brand Logo sizes should remain consistent within design categories For example in an email header the logo should be the same size for every email by showing the consumer how to navigate it Email 200px wide Flyers 2 25 wide GRID WORK WITH KEY DESIGN PRINCIPLES Business Cards 1 75 wide The grid is just one tool alongside many basic principles you can use to enhance your layouts The grid is not intended to make designs rigid or limited The structure that the grid provides reinforces brand consistency and enhances our key design elements 36 37

Monogram Below is a visual example of the monogram DESIGN ELEMENTS Alpha Warranty s design is a significant part of the visual brand identity It s modern uplifting colorful and easy going Alpha Warranty s design compliments our brand messaging by visually representing our tagline Protecting your lifestyle TM The intent of our design is to subconsciously tell our audience that working with Alpha Warranty is appealing and helps them focus on the brighter more enjoyable things in life TWO TONED ANGLED SHAPE Alpha Warranty s design features a two toned angled shape This design shape helps bring a graphical consistency to the brand The shape may be featured in the upper right corner of a design or along angled images ALPHA BRAND GUIDE DESIGN VISUAL BRAND IDENTITY AND DESIGN Two Toned Angled Shape Below are visual examples of the two toned angled shape Monogram Pattern Below is a visual example of the monogram pattern The monogram can be used in a pattern form to bring a texture and graphical element to a design MONOGRAM Alpha Warranty has custom designed an AWS monogram The monogram may be used in a pattern design to add texture to a shape or background COLORFUL LIFESTYLE IMAGES Alpha Warranty s images are vivid colorful positive natural and authentic OVERSIZED HEADLINES Oversized headlines are a bold design element that helps the viewers focus onto a key point within the design CONTRASTING COLORS AND IMAGES Alpha Warranty s design elements always contrast in colors and images creating depth and interest COPY THAT BREATHES Large amounts of copy should never weigh down the visual aesthetics of a design Additional leading should be given to allow copy to breathe See typography standards section on page 72 for leading guidelines 38 39

LETTERHEAD DESIGN The letterhead is a standard 8 5 x11 template The design bleeds on two sides There are three standard elements in the letterhead the Alpha Warranty logo in the upper left corner a two toned angled shape in the upper right hand corner and the company contact information in the bottom footer These elements should never be changed altered or overlapped with any other content USAGE BODY COPY PLACEMENT For multiple page documents the letterhead should be used on the first page only The body copy begins 1 below the bottom of the logo and 1 2 from the When sending a digital copy of the letterhead externally send the document as a PDF Never send the letterhead externally as an MS Word document The left side of body copy should be in alignment with the A in Alpha and When printing a hard copy of the letterhead always print the document on the preprinted blank letterhead The design should always bleed to the edge on an 8 5 x11 document Preprinted letterhead is provided by the marketing department of the page or 5 above the bottom margin to allow for a buffer between DOCUMENT MARGINS Top Margin 1 inch left side of the page or 0 7 from the right margin left edge of the logo W in Warranty of the logotype The copy should end 1 from the bottom Letterhead Example with Grid Document margins Red Body text placement guides Green ALPHA BRAND GUIDE DESIGN EXAMPLES LETTERHEAD LETTERHEAD Letterhead Example Below is a visual example of how the letterhead should be used footer and body copy Top 1 below bottom of logo Left 0 7 from left margin or 1 2 from left edge of page Right 1 from right edge of page Bottom 1 Left Margin 0 5 inch Right Margin 0 5 inch Bottom Margin 0 5 inch 40 41

BUSINESS CARD DESIGN The business card is a standard 3 5 x2 2 sided document The design carries over the same elements from the letterhead while adding in an AWS monogram pattern on the back of the card USAGE The business card should always be printed as a two sided document Always use a heavy weight paper for printing The design has a bleed on the front and back Always print the document with the bleed settings Trim the bleed on the physical copy to show the edgeto edge design This is intended to be completed by the print team in the marketing department Business Card Example with Grid Document margins Red Columns gutters Green ALPHA BRAND GUIDE DESIGN EXAMPLES BUSINESS CARD BUSINESS CARD Business Card Example Below is a visual example of how the business card should be prepared DOCUMENT MARGINS Top Margin 0 25 Left Margin 0 25 Right Margin 0 25 Bottom Margin 0 25 DOCUMENT GRID FRONT Columns 2 Gutter 0 125 DOCUMENT GRID BACK Columns 1 42 43

RATE CARD DESIGN The rate card is a standard 11 x 8 5 document with landscape orientation The design is intended to be simple with points of color to help the reader navigate key points of the card DOCUMENT MARGINS Top Margin 0 375 Left Margin 0 5 Right Margin 0 5 Bottom Margin 0 375 Rate Card Example with Grid Document margins Red Columns gutters Green ALPHA BRAND GUIDE DESIGN EXAMPLES RATE CARDS RATE CARD Rate Card Example Below is a visual example of the PriorityOne rate card Other rate cards should be modeled after this style DOCUMENT GRID Columns 4 Gutter 0 375 inch 44 45

BROCHURE DESIGN The tri fold brochure is a standard 4 x 8 document when folded or 12 x 8 when flat USAGE Contact information and legal disclaimer on back panel should always be in line with the A in Alpha and W in Warranty of the logo type Spacing of elements should always be in 25 increments DOCUMENT MARGINS Top Margin 0 25 Left Margin 0 5 Right Margin 0 5 Bottom Margin 0 5 ALPHA BRAND GUIDE DESIGN EXAMPLES BROCHURES BROCHURES Brochure Example To the left is a visual example of the front side of the PriorityOne tri fold brochure Other brochures should be modeled after this style Brochure Example To the left is a visual example of the back side of the PriorityOne tri fold brochure Other brochures should be modeled after this style DOCUMENT GRID FRONT Columns 3 Gutter 0 5 DOCUMENT GRID BACK Columns 3 Gutter 0 5 46 47

Document Margins Red Grid Green Brochure Mock up The images below demonstrate how a mock up of the tri fold brochure would appear in hand ALPHA BRAND GUIDE DESIGN EXAMPLES BROCHURES Brochure Example with Grid To the left is a visual example of the grid layout on the front side of the PriorityOne tri fold brochure This design shows a three column layout with 25 margins and 5 gutters Other tri fold brochures should be modeled after this grid layout Brochure Example with Grid To the left is a visual example of the grid layout on the back side of the PriorityOne tri fold brochure This design shows a three column layout with 25 margins and 5 gutters Other tri fold brochures should be modeled after this grid layout Document Margins Red Grid Green 48 49

FLYER DESIGN TEMPLATE 1 This flyer template is a standard 8 5 x 11 document USAGE Design is an edge to edge layout Flyers should always be printed with a 125 bleed and trimmed to 8 5 x 11 Never print flyers to show a white edge Spacing of elements should always be in 25 increments STANDARD FLYER ELEMENTS Flyer Example with Grid Document margins Red Columns gutters and spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES FLYERS FLYER OPTION 1 Flyer Example Below is a visual example of a flyer template Logo size is 2 25 wide DOCUMENT MARGINS Top Margin 0 5 Left Margin 0 5 Right Margin 0 5 Bottom Margin 0 5 DOCUMENT GRID Columns 3 Gutter 0 5 50 51

FLYER DESIGN TEMPLATE 2 This flyer template is a standard 8 5 x 11 document USAGE Design is an edge to edge layout Flyers should always be printed with a 125 bleed and trimmed to 8 5 x 11 Never print flyers to show a white edge Spacing of elements should always be in 25 increments STANDARD FLYER ELEMENTS Flyer Example with Grid Document margins Red Columns gutters and spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES FLYERS FLYER OPTION 2 Flyer Example Below is a visual example of a flyer template Logo size is 2 25 wide DOCUMENT MARGINS Top Margin 0 5 Left Margin 3 125 Right Margin 0 5 Bottom Margin 0 5 DOCUMENT GRID Columns 3 Gutter 0 5 52 53

FLYER DESIGN TEMPLATE 3 This flyer template is a standard 8 5 x 11 document USAGE Design is an edge to edge layout Flyers should always be printed with a 125 bleed and trimmed to 8 5 x 11 Never print flyers to show a white edge Spacing of elements should always be in 25 increments STANDARD FLYER ELEMENTS Flyer Example with Grid Document margins Red Columns gutters and spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES FLYERS FLYER OPTION 3 Flyer Example Below is a visual example of a flyer template Logo size is 2 25 wide DOCUMENT MARGINS Top Margin 0 5 Left Margin 0 5 Right Margin 0 5 Bottom Margin 0 5 DOCUMENT GRID Columns 3 Gutter 0 5 54 55

FLYER DESIGN TEMPLATE 4 This flyer template is a standard 8 5 x 11 document USAGE Design is an edge to edge layout Flyers should always be printed with a 125 bleed and trimmed to 8 5 x 11 Never print flyers to show a white edge Spacing of elements should always be in 25 increments STANDARD FLYER ELEMENTS Flyer Example with Grid Document margins Red Columns gutters and spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES FLYERS FLYER OPTION 4 Flyer Example Below is a visual example of a flyer template Logo size is 2 25 wide DOCUMENT MARGINS Top Margin 0 5 Left Margin 0 5 Right Margin 0 5 Bottom Margin 0 5 DOCUMENT GRID Columns 3 Gutter 0 5 56 57

EMAIL DESIGN F ALIGNED TEMPLATE This F aligned email template is 600px wide The F alignment design refers to left justified email content The reader reads the content top to bottom left to right USAGE Elements should be spaced in 25 50 and 100 pixel increments Spacing should be consistent and designs should never feel cramped For an example see second image to the right Email Example with Grid Document margins Red Spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES EMAIL F ALIGNED EMAIL Email Example Below is a visual example of an email template with an f alignment design STANDARD EMAIL ELEMENTS Logo size is 200px wide EMAIL MARGINS Top Margin 25 pixels Left Margin 50 pixels Right Margin 50 pixels Bottom Margin 50 pixels DOCUMENT GRID Columns 1 58 59

EMAIL DESIGN INVERTED PYRAMID TEMPLATE This inverted pyramid email template is 600px wide The inverted pyramid design refers to center justified email content with the content being weighted heavier on the top and lighter on the bottom The layout helps the reader navigate easily through the content from the top drawing the eye to the call toaction at the bottom of the email USAGE Elements should be spaced in 25 50 and 100 pixel increments Spacing should be consistent and designs should never feel cramped For an example see second image to the right Email Example with Grid Document margins Red Spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES EMAIL INVERTED PYRAMID EMAIL Email Example Below is a visual example of an email template with an inverted pyramid design STANDARD EMAIL ELEMENTS Logo size is 200px wide EMAIL MARGINS Top Margin 25 pixels Left Margin 50 pixels Right Margin 50 pixels Bottom Margin 50 pixels DOCUMENT GRID Columns 1 60 61

EMAIL DESIGN ZIG ZAG TEMPLATE The zig zag email template is 600px wide The zig zag design begins with left justified email content which alternates from left to right as the email scrolls down This aesthetic design helps the reader easily navigate through content USAGE Elements should be spaced in 25 50 and 100 pixel increments Spacing should be consistent and designs should never feel cramped For an example see second image to the right Email Example with Grid Document margins Red Spacing standards Green ALPHA BRAND GUIDE DESIGN EXAMPLES EMAIL ZIG ZAG EMAIL Email Example To the left is a visual example of an email template with a zigzag design STANDARD EMAIL ELEMENTS Logo size is 200px wide EMAIL MARGINS Top Margin 25 pixels Left Margin 50 pixels Right Margin 50 pixels Bottom Margin 50 pixels DOCUMENT GRID Columns 1 62 63

EVENT DISPLAY TEMPLATES There may be several options and combinations for event displays depending on the event Some events may require multiple displays such as a backdrop standing banners table displays and podiums while other events may require a more simple display with only a tablecloth The example to the right shows a full tradeshow display option USAGE Elements should be spaced vertically in one inch increments Spacing should be consistent and designs should never feel cramped ALPHA BRAND GUIDE DESIGN EXAMPLES EMAIL EVENT DISPLAYS Tradeshow Backdrop Example Below is a visual example of a tradeshow set up on vendor supplied templates EVENT DISPLAY MARGINS Refer to vendor template DOCUMENT GRID Columns 4 64 65

PRIMARY ALPHA WARRANTY COLORS The primary color palette acknowledges Alpha Warranty s rich history while focusing optimistically on the future The Alpha Blue has been a staple in the color palette for many years This new palette keeps the Alpha Blue and introduces two new colors designed to add brightness and contrast to the brand ALPHA BRAND GUIDE COLOR PALETTE COLOR PALETTE STANDARDS COLOR PALETTE Alpha Warranty s color palette is a distinct part of our brand identity These colors work together to make our brand recognizable When consistently and properly applied these colors provide a strong visual link across various materials and distinguish us from the competition 66 Alpha Dark Blue Alpha Blue Alpha Yellow HEX CMYK RGB Pantone HEX CMYK RGB Pantone HEX CMYK RGB Pantone 252B62 100 96 31 22 37 43 98 534 C 41b0db 66 12 5 0 65 176 219 298 C e8d238 11 11 91 0 232 210 56 129 C 67

SECONDARY ALPHA WARRANTY COLORS Alpha Warranty s secondary colors expand the color palette adding depth and additional contrast These colors are intended to be used in support of the primary colors 68 Alpha Dark Gray Alpha Light Blue HEX CMYK RGB 54575a 66 56 53 29 84 87 90 HEX CMYK RGB c5d9e7 21 7 4 0 197 217 231 Pantone 173 13 C Pantone 119 1 C ALPHA BRAND GUIDE COLOR PALETTE COLOR PALETTE 69

ALPHA BRAND GUIDE COLOR PALETTE COLOR USAGE BRAND IDENTIFICATION STRATEGY Alpha Warranty s colors are intended to be one with the brand We have chosen these colors to help build brand recognition in the industry and with consumers PRIMARY VS SECONDARY COLORS The primary colors are intended as the main color use and should be used in the majority of the branding Secondary colors are to be used when additional depth and contrast are needed within a design CONTRAST The color palette is intended to provide contrast The colors should always be used in this manner 70 80 Using a signature color can increase brand recognition by 80 Reboot 2018 71

ALPHA BRAND GUIDE TYPOGRAPHY TYPOGRAPHY STANDARDS APPROVED FONTS PRIMARY FONTS Rawline is Alpha Warranty s primary font It complements our branding with it s clean and modern style It is available in multiple weights and can be used for headlines subheaders and body text Rawline AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789 THIN REGULAR BOLD EXTRA LIGHT MEDIUM EXTRA BOLD LIGHT SEMI BOLD BLACK AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 72 AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 73

APPROVED FONTS PRIMARY FONTS ACCENT FONTS Merriweather is the second of Alpha Warranty s primary fonts By adding a serif font to the font collection we provide added contrast to our typography It Monopol is an accent font in Alpha Warranty s typography collection This taller narrower font provides an alternative design option for our typography pairs well with Rawline and is available in multiple weights This font is intended for body copy only It is approved to use for standalone accent copy or to provide an alternate font for headlines It can also be combined with Rawline to create a bold headline It is available in multiple weights Merriweather AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789 LIGHT BOLD REGULAR BLACK AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 74 AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz ALPHA BRAND GUIDE TYPOGRAPHY APPROVED FONTS Monopol AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789 THIN AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz MEDIUM AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz LIGHT AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz SEMIBOLD AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz BOLD AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 75

APPROVED FONTS ACCENT FONTS EMAIL APPROVED FONTS Mistrain is an option for another accent font in Alpha Warranty s typography collection This modern hand lettering font is intended to help draw the reader s Calibri is the approved alternate font for email for when our primary fonts are not an option It is available in multiple weights and as a web font eye to a key point in our typography It has one weight and is approved as an accent font only Mistrain AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 123456789 Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 76 Calibri ALPHA BRAND GUIDE TYPOGRAPHY APPROVED FONTS AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz123456789 LIGHT AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz BOLD AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz REGULAR AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 77

APPROVED FONTS FONTS PAIRINGS FONTS PAIRINGS Below are typographical examples pairing the primary font Rawline with the accent font Monopol Below is an example pairing the primary fonts Rawline and Merriweather with the accent font Mistrain This example shows Mistrain used as an Rawline MONOPOL accent in a headline HEADLINE IN MONOPOL HEADLINE IN RAWLINE Rawline Mistrain ALPHA BRAND GUIDE TYPOGRAPHY APPROVED FONTS Subheader Example in Rawline Merriweather Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum A SECOND LONGER HEADLINE IN RAWLINE 78 79

HOW TO STRUCTURE PARAGRAPHS Be consistent in following the examples provided to maintain uniformity throughout the brand LEADING ALPHA BRAND GUIDE TYPOGRAPHY PARAGRAPH STRUCTURE STANDARDS Leading is the spacing between adjacent lines of type Leading is very important to the overall look and feel of Alpha Warranty s design and typography In our typography design leading should be given adequate room to allow the design to feel light even when a lot of copy is needed See font standards for specific guidelines KERNING AND TRACKING Kerning is the process of adjusting the spacing between characters in a proportional font usually to achieve a visually pleasing result Kerning adjusts the space between individual letter forms while tracking letterspacing adjusts spacing uniformly over a range of characters 80 81

HEADLINE Subheader HEADLINE SUBHEADER AND BODY COPY IN RAWLINE The following examples are standards for a paragraph structure with a headline subheader and body copy in Rawline HEADLINES IN RAWLINE Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum Bold weight 2 times the point size of sub headline 4 times the point size of the body Leading 150 value of headline SUB HEADER IN RAWLINE Regular weight Half point size of headline Leading 150 value of sub header BODY IN RAWLINE Regular weight Quarter point size of headline Double spaced after sub header Leading 150 or 200 value of body 82 HEADLINE Subheader Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum Subheader Font Size 20 Weight Regular Leading 30 Body Font Size 10 Weight Regular Leading 15 ALPHA BRAND GUIDE TYPOGRAPHY RAWLINE FONT STANDARDS Headline Font Size 40 Weight Bold Leading 60 Headline Font Size 40 Weight Bold Leading 60 Subheader Font Size 20 Weight Regular Leading 30 Body Font Size 10 Weight Regular Leading 20 83

HEADLINE HEADLINE AND BODY COPY IN RAWLINE Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum The following examples are standards for a paragraph structure with a headline and body copy in Rawline Body Font Size 10 Weight Regular Leading 15 HEADLINE IN RAWLINE Bold Weight 3 times the point size of body Leading 150 value of headline HEADLINE Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod BODY IN RAWLINE tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud Regular weight exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in Third point size of headline reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat Double spaced after sub header cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum Headline Font Size 30 Weight Bold Leading 60 ALPHA BRAND GUIDE TYPOGRAPHY RAWLINE FONT STANDARDS Headline Font Size 30 Weight Bold Leading 45 Body Font Size 10 Weight Regular Leading 20 Leading 150 or 200 value of body 84 85

HEADLINE Subheader HEADLINE SUBHEADER AND BODY COPY IN RAWLINE AND MERRIWEATHER The following examples are standards for a paragraph structure with a headline and subheader in Rawline and body copy in Merriweather HEADLINE IN RAWLINE Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum Bold Weight 2 times the point size of sub headline 4 times the point size of the body Leading 150 value of headline SUB HEADER IN RAWLINE Regular weight Half point size of headline Leading 150 value of sub header HEADLINE Subheader Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod BODY IN MERRIWEATHER Light weight Quarter point size of headline Double spaced after sub header Leading 150 or 200 value of body 86 tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum Subheader Font Size 20 Weight Regular Leading 30 Body Font Size 10 Weight Light Leading 15 ALPHA BRAND GUIDE TYPOGRAPHY RAWLINE MERRIWEATHER FONT STANDARDS Headline Font Size 40 Weight Bold Leading 60 Headline Font Size 40 Weight Bold Leading 60 Subheader Font Size 20 Weight Regular Leading 30 Body Font Size 10 Weight Light Leading 20 87

HEADLINE HEADLINE AND BODY COPY IN RAWLINE AND MERRIWEATHER Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum The following examples are standards for a paragraph structure with a headline in Rawline and body copy in Merriweather Body Font Size 10 Weight Light Leading 15 HEADLINE IN RAWLINE Bold Weight 3 times the point size of the body Leading 150 value of headline HEADLINE Headline Font Size 30 Weight Bold Leading 60 ALPHA BRAND GUIDE TYPOGRAPHY RAWLINE MERRIWEATHER FONT STANDARDS Headline Font Size 30 Weight Bold Leading 45 Body Text Example Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod BODY IN MERRIWEATHER tempor incididunt ut labore et dolore magna aliqua Ut enim ad minim veniam quis nostrud Light weight exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat Duis aute irure dolor Third point size of headline in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur Excepteur sint Double spaced after sub header occaecat cupidatat non proident sunt in culpa qui officia deserunt mollit anim id est laborum Body Font Size 10 Weight Light Leading 20 Leading 150 or 200 value of body 88 89

LIGHTING CRISP HIGH QUALITY PHOTOGRAPHS Lighting should be interesting dynamic and never flat Look for and use Never use low quality images images that contain morning or evening light EMOTION BOLD AND VIVID COLORS Alpha Warranty photography visually represents our brand and The colors in selected images should bring a visual interest and contrast reputation Photography should always be positive uplifting creative to the design They should be colorful and natural When using images and modern They should compliment our personality and voice with lighter tones the design should be such that the lighter toned by conveying a sense of positive emotion whether it be via human image contrasts with the design expression nature or lighting Photos should be creative and modern AUTHENTIC PHOTO LIBRARY Alpha Warranty uses lifestyle photography that represents Protecting Alpha Warranty has an approved library of photography to choose from ALPHA BRAND GUIDE PHOTOGRAPHY PHOTOGRAPHY STANDARDS WHAT OUR PHOTOGRAPHY LOOKS LIKE your lifestyle TM Images should appear natural in the moment and never staged 90 91

DIVERSITY MULTI SEASONAL The people we use in our photography should reflect inclusion and a The library for lifestyle photography should represent people and vehicles diversity in style thought and culture in all seasons spring summer fall and winter FAMILY ORIENTED PG CONTENT ALPHA BRAND GUIDE PHOTOGRAPHY LIFESTYLE PHOTOGRAPHY STANDARDS The activities portrayed in our images should be appropriate for any age culture or viewpoint Photography Examples To the right are visual examples of lifestyle photography for the brand This is not an all inclusive list 92 93

SUPPORTING LIFESTYLE MULTI SEASONAL When showing vehicle photography within the brand the viewer should The library for vehicles should represent vehicles in all seasons spring be able to recognize the human role in the image even though a human summer fall and winter may not be visually present ALPHA BRAND GUIDE PHOTOGRAPHY VEHICLE PHOTOGRAPHY STANDARDS Photography Example Below are visual examples of vehicle photography for the brand This is not an all inclusive list Vehicle photography should compliment our personality and visually represent our tagline Protecting your lifestyle TM 94 95

CASUAL FUN ENVIRONMENT CLEAN LIGHTING Office lifestyle should show a fun and casual environment It should be an Office lifestyle photography should be cleanly lit and properly accurate representation of Alpha Warranty s culture color balanced DIVERSITY ALPHA BRAND GUIDE PHOTOGRAPHY OFFICE LIFESTYLE PHOTOGRAPHY STANDARDS Photography Example To the right are visual examples of office and office lifestyle photography for the brand This is not an all inclusive list The people we use in our photography should reflect inclusion and diversity in style thought and culture 96 97

STAGED BLOWN OUT SKIES The actions in Alpha Warranty approved photography should never be Avoid using images with blown out or completely white skies staged Look for natural and authentic actions Exception If the blown out sky is a small focus of the image and the For example a person sticking their arms out a car window or up in the air How often do you drive down the road and see someone subject adds color interest and contrast Lighter images may be used if the image contrasts with the rest of the design ALPHA BRAND GUIDE PHOTOGRAPHY HOW ALPHA PHOTOGRAPHY SHOULD NOT LOOK doing this It is not authentic or safe and therefore does not represent our brand STORMY CLOUDY SKIES Avoid using images that appear gloomy or have stormy and cloudy skies DULL MUTED COLORS The images representing Alpha Warranty s brand should feel positive Images should not contain or be edited to have dull or muted colors and cheerful This represents our tone of voice and how we protect our customer s lifestyle UNNATURAL OVER PROCESSED EDITS While we encourage dynamic and interesting light do not go overboard Do not select images that look overly processed and fake Lighting should always look natural Unapproved Photography Examples To the right are visual examples of how Alpha Warranty s photography should not look This is not an all inclusive list 98 99

ICONOGRAPHY Iconography provides a simple visualization and instruction to text It helps the reader quickly engage with Alpha Warranty s content STROKED OUTLINED ICONS Alpha Warranty uses stroked icons Filled icons are not permitted This style adds a light feel and modern look to our designs Exception If the project being worked on requires a small icon a solid fill icon may be used in place of an outlined icon only if the outlined icon loses detail at a small scale An example of this is social media icons ALPHA BRAND GUIDE ICONOGRAPHY ICONOGRAPHY STANDARDS ICONOGRAPHY CONSISTENT SIZING Alpha Warranty icons must always be sized consistently within a design For printed and digital materials size icons in 25 increments no larger than 1 inch For the web icons should be sized at 18 24 36 or 48 pixels and no larger than 100 pixels Icons must always show full detail and be clearly read If an icon starts to lose detail at a small size use another icon BUILDING AN ICON Alpha Warranty icons must be consistent in stroke weight To build this consistency start with a 4 5 x4 5 art board Stroke the icon to 14pt Transform the icon to the desired size Outline the icon if necessary to maintain uniform weight while transforming All icons within a design must be the same size 100 101

UNAPPROVED ICON STYLES Below are examples of approved icons This is not an all inclusive list DO NOT USE FILLED ICONS ALPHA BRAND GUIDE ICONOGRAPHY APPROVED ICON STYLES Filled Icons are not approved GOOGLE ICONS Google outlined icons are approved for web use Google outlined icons can be found here https fonts google com icons selected Material Icons home Do not use Google filled rounded sharp or two toned icons Illustration Examples Below are examples of what Alpha illustrations should look like 102 Unapproved Illustration Examples Below are examples of what Alpha illustrations should not look like File Customer Service Car Location Gear Mechanic Giving Money Information Briefcase Battery Phone Car Beverage Fuel Notification Person Charge Full Charge Time Stairs Ask A Question Cracked Windshield Car in Garage Hard Drive Mail Repairing Car Money Oil Funnel Online Chat Phone Chat Insurance Incomplete Email Repair Pin Power On Tag Chair Power Off 103

FLAT AND SIMPLE SHAPES ILLUSTRATION COLORS Seldom use gradients Use colors from the color shades palette Non descriptive people no facial features Using tones and shades of our existing color palette will add depth to the illustration while still maintaining simplicity and keeping the design on brand ALPHA BRAND GUIDE ILLUSTRATION ILLUSTRATION STANDARDS ILLUSTRATION STYLE INTRODUCTION Alpha Warranty s illustrations are modern clean and simple The style of our illustrations compliments our personality and design Like our photography any illustration chosen should add contrast and visual interest to the design 104 105

106 ALPHA BRAND BRAND GUIDE GUIDE ILLUSTRATION ILLUSTRATION ALPHA Illustration Examples Below are examples of what Alpha Warranty illustrations should look like 107

ALPHA DARK BLUE SHADES HEX CMYK RGB 5a6bed 62 55 0 7 90 107 237 ALPHA GRAY SHADES HEX CMYK RGB 424ead 62 55 0 32 66 78 173 HEX CMYK RGB 2a326e 62 55 0 57 42 50 110 HEX CMYK RGB 252c62 62 55 0 62 37 44 98 HEX CMYK RGB 1b2047 62 55 0 72 27 32 71 ALPHA BLUE SHADES HEX CMYK RGB 45bbe6 70 19 0 10 69 187 230 HEX CMYK RGB d5dde6 7 4 0 10 213 221 230 HEX CMYK RGB 9aa0a6 7 4 0 35 154 160 166 HEX CMYK RGB 5f6266 7 4 0 60 95 98 102 HEX CMYK RGB 54575a 7 3 0 65 84 87 90 HEX CMYK RGB 3b3e40 8 3 0 75 59 62 64 HEX CMYK RGB c5d9e7 15 6 0 9 197 217 231 HEX CMYK RGB b0c2cf 15 6 0 19 176 194 207 HEX CMYK RGB 8f9ea8 15 6 0 34 143 158 168 HEX CMYK RGB 596269 15 7 0 59 89 98 105 ALPHA BRAND GUIDE ILLUSTRATION COLOR PALETTE SHADES FOR ILLUSTRATIONS ALPHA LIGHT BLUE SHADES HEX CMYK RGB 41b0da 70 19 0 15 65 176 218 HEX CMYK RGB Pantone 252B62 100 96 31 22 37 43 98 534 C HEX CMYK RGB 399cbf 70 18 0 25 57 156 191 HEX CMYK RGB 1b4959 70 18 0 65 27 73 89 ALPHA YELLOW SHADES HEX CMYK RGB d0e6f5 15 6 0 4 208 230 245 ALTERNATE APPROVED COLORS FOR ILLUSTRATIONS The alternate colors for illustrations are intended to provide an added depth to the graphic when needed to draw the eye into a specific point They should be used sparingly as a pop of color They should never be used as a primary color HEX CMYK RGB 108 f5df38 0 9 77 4 245 223 56 HEX CMYK RGB e8d336 0 9 77 9 232 211 54 HEX CMYK RGB cfbc30 0 9 77 19 207 188 48 HEX CMYK RGB a89927 0 9 77 34 HEX CMYK RGB 695f18 0 10 77 59 105 95 24 HEX CMYK RGB CC203D 14 100 78 3 204 32 61 HEX CMYK RGB 71C7AC 55 0 41 0 113 199 172 Colors to represent skin tones and hair color are also approved 109

ALPHA BRAND GUIDELINES EFFECTIVE 07 01 2021