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Henkel XBrand Guide

Hello, These Guidelines Are for You!These guidelines are meant to assist you in getting to know our brand.The Henkel X design expresses everything our brand represents. Thedesign is simple, clean and forward-looking, and reflects our core values:we are hyperconnected, agile, and entrepreneurial. We hope that you findeverything you are looking for in the following pages.HENKEL X BRAND GUIDE2

Table of ContentsWelcome Page2What Is Henkel X?4Our Transformation Journey5The Henkel X Way6LogoColorsThe Henkel X ColorsTone of Voice20TypographyThe Henkel X Typography22Henkel X in Text23The Henkel X Tone of Voice36How We Communicate37Digital ApplicationsThe Henkel X Digital Applications39Digital Use40The Henkel X logo8PhotographyPrimary Logo9The Henkel X Photography25Newsletter Template41General Requirements26Social Media42Logo with Claim10Symmetric Measurement11Red Focus Filter Photography27Logo Do’s & Don’ts12Photography Do’s & Don’ts28Henkel X & Henkel Logos Together13Graphic ElementsPositioning of Logos14The Henkel X Graphic ElementsPositioning Don’ts15Key VisualsLogos Together in PowerPointCommunication EssentialsThe Henkel X Communication Essentials 44Business Card4530Email Signature4631Roll-Up Banner4716Molecule Graphics 32T-Shirt and Hoodie48Logo with Sub-Brands17Molecule Structure33Garment Bag49Sub-Brands Do’s & Don’ts18The X Element34Giveaways50

What Is Henkel X?Henkel X is an entrepreneurial platform for collaboration andinnovation. We bring together the smartest network and industrypartners through open collaboration. Our mission is to unite andaccelerate Henkel’s entrepreneurial transformation across three pillars:ecosystem, experience and experimentation. We offer a collaborativeapproach across all industry sectors in order to continuously improvecustomer and business partner relationships and consumer experience.The development of new business models collectively accelerates andinnovates, driving industrial digital transformation.HENKEL X BRAND GUIDE4

Our Transformation JourneyHORIZON 1HORIZON 2HORIZON 3OptimizationIncrementalInnovationMoonshotsDigital optimization:The launch of Henkel X:A culture of new:Henkel wants to become more customer-focused, innovative,Henkel X is a platform to accelerate Henkel’s entrepreneurialA semi-autonomous, knowledge-sharing and diverseagile and digital to generate sustainable profitable growthtransformation across three pillars: ecosystem, experience andsystem that produces moonshots. A digital and humanthrough 2020 and beyond. “Accelerating digitalization will helpexperimentation. Entrepreneurial transformation is about creatingculture that cultivates the spirit of entrepreneurship,us successfully grow our business, strengthen the relationshipsand nurturing a culture of “the new.” This fosters partnerships in ainnovation, digitalization and humanity.with our customers and consumers, optimize our processes, andconnected ecosystem throughout the whole value chain, promotestransform the entire company. By 2020, we will implement acommunication and collaboration, and encourages innovation andTogether with the business units, internal experts, externalrange of initiatives to drive our digital business, leveragebuilding new businesses, products, and services in a collaborativepartners and YOU, new digital services and products willIndustry 4.0, and eTransform the organization.”environment. We want to apply an entrepreneurial, hyperconnectedbe developed – to be a catalyst of industrial change and toand agile approach.drive innovation, disruptive business models andassociated activities.Henkel XIs Based onThree KeyPillars:An open innovation platformintegrating a strong, diversenetwork of partners andexperts sharing knowledge,views and ideas.New ways of working andbuilding MVPs fast in anagile environment.“Where Digital Is Inclusiveand Not Exclusive!”Accelerating Henkel’s Entrepreneurial Transformation.EcosystemExperimentExperienceHENKEL X BRAND GUIDENew and interactive events andformats fostering collaborationand innovation.5

The Henkel X WayAccelerating Henkel’s entreprenuerial transformation. As Henkel’sopen innovation platform, we are here to accelerate entrepreneurialtransformation through constant exchange and collaboration.Assisting and learning from colleagues at Henkel and external partnersworldwide, with everything we do we enable and propel a dynamic,innovative, inspiring and impactful journey forward into the future ofour fast-moving, hyperconnected, digitally driven world.HENKEL X BRAND GUIDE6

Logo

The Henkel X LogoThe Henkel X logo is the manifestation of the brand. As a subsidiaryof Henkel, we adhere to Henkel’s brand standards but aspire to takeHenkel forward into the new digital age. The added X representsfuture exponential growth for Henkel through acceleration and theinnovative ecosystem and ways of working that we bring to thepeople at Henkel. On the following pages is a brief introduction toour logo, including its primary usage, how it is written, and how itlives within our parent brand.HENKEL X BRAND GUIDE8

S PA C I N G A R O U N D T H E L O G OP R I M A RY LO G OTHE MARKThis is the Henkel X logo. It is derived from the original Henkellogo, taking the same typeface, form and color. Instead of theThe X mark of the logo represents theencompassing circle, it is open and stands alone. The X is seg-acceleration of Henkel’s entrepreneurialmented, and the negative space houses an arrow pointing in atransformation and the collaborationforward direction. The mark by itself can be used as a faviconwith the innovative ecosystem of Hen-for our app icon. In these digital contexts, it can stand alone;kel X.otherwise, it must be used with the primary logo.The spacing around the Henkel X logo is simple, with the Xmark serving as the basis of the “space” measurement. The Xmandates how much space is needed around the entire logofor the logo to “breathe” on its own.HENKEL X BRAND GUIDELO G O9

LO G O W I T H C L A I MEXAMPLEAccelerating Henkel’s Entrepreneurial Transformation.Accelerating Henkel’s Entrepreneurial Transformation.Accelerating Henkel’s Entrepreneurial Transformation.Accelerating Henkel’s Entrepreneurial Transformation.Accelerating Henkel’s Entrepreneurial Transformation.Accelerating Henkel’s Entrepreneurial Transformation.The Henkel X logo is also found with its brand claim: “AcceleratingHenkel’s Entrepreneurial Transformation.” To ensure that allaudiences fully understand the mission of Henkel X, it is imperativethat the brand claim is seen on external communications. Thismeans that for most external media the claim should be attachedto the logo, unless space restrictions prevent this option.Spacing specifications are found on the next page.HENKEL X BRAND GUIDELO G O10

Symmetric MeasurementL O G O S PA C I N G & M E A S U R E M E N T E X A M P L EThe measurement used for the size and spacing of the X is derivedfrom the measurement of the Henkel logo. (For the exact measurementbreakdowns, please note the blue-shaded squares in the measuredlogo to the left.) Like the spacing between the brand name Henkel andthe X, the positioning of the claim below the logo is also based on thisAccelerating Henkel’s Entrepreneurial Transformation.measurement.HENKEL X BRAND GUIDELO G O11

DO’SDON’TSPrimary version.Accelerating Henkel’s Entrepreneurial Transformation.Do not resize the logo or its elements.Primary version with claim.Do not resize or color the claim.Accelerating Henkel’s Entrepreneurial Transformation.Accelerating Henkel’s Entrepreneurial Transformation.Inverted.Do not reposition the claim.Black and white.Do not rotate or scale the logo.Henkel gray.Do not apply effects, use gradients, orplace logo on photographic backgrounds.Logo positioned inside the molecule.Do not outline the logo.HENKEL X BRAND GUIDELO G O12

Henkel X & Henkel Logos TogetherR E L AT I V E L O G O S PA C I N GFor all external communications, the Henkel X logo must always bepresented with the claim and the Henkel logo. Regardless of whether thecommunication is digital or print, the Henkel X logo should be placedsecondary to the Henkel logo – but both logos must be presenttogether on the given platform. The minimum spacing between the twologos should correspond to the size of the X in the Henkel X logo.When positioned vertically, the logos should have the same width and besymmetrically aligned to the mid-point.Accelerating Henkel’s Entrepreneurial Transformation.When positioned horizontally, the top and bottom of the H of the Henkelname of both logos should be aligned.Accelerating Henkel’s Entrepreneurial Transformation.HENKEL X BRAND GUIDELO G O13

Positioning of LogosR E L AT I V E P O S I T I O N I N G E X A M P L E SIn documents, the Henkel logo should be placed at the topright corner of the individual document and the Henkel Xaligned at the bottom right corner. There can be as muchspace between the vertically placed logos as is needed.If the logos are to be read from left to right, the Henkel Xlogo belongs at the bottom right side and the Henkel logoat the bottom left.The only exception to the above is the Henkel X PowerPointtemplate, which is based on the original Henkel template.For reference, see page 16.Accelerating Henkel’s Entrepreneurial Transformation.HENKEL X BRAND GUIDELO G O14

DON’TSThe Henkel X and Henkel logos shouldbe the same size weight when usedtogether.The Henkel X and Henkel logos shouldalways be placed on the same line level,or aligned, when used.Aside from the original oval encirclingArt. Word.the Henkel logo, no other outlines arepermitted.The standard logos cannot be used incombination with non-standard logoforms (e.g., negative/inverse forms, etc.).HENKEL X BRAND GUIDELO G O15

Logos Together in PowerPointR E L AT I V E L O G O S PA C I N GThe PowerPoint presentation template is the only exception to therule that the Henkel logo should go above the Henkel X logo whenplaced together (as shown on the right). The reason for this is theHenkel PowerPoint template, which has the Henkel logo in thebottom right corner. Changing this is not possible.HENKEL X BRAND GUIDELO G O16

LO G O W I T H S U B - B R A N DSH O W TO C R E AT E A S U B - B R A N DMentorship ClubHenkel X formats, such as events, programs and other, may requirethe creation of Henkel X sub-brands. Sub-brands are defined aslogos created depending on need. A sub-brand, as a product orcreation of Henkel X, must be defined and recognizable as such.When creating sub-brand logos, the specifications and spacingratios and measurements of the main Henkel X logo remainunchanged. All new sub-brands must be checked and approvedby the Henkel X team prior to use.The font required for sub-brand logos is Milo Pro Italic. The subbrand name must be aligned to the “k” of Henkel, and the spacingbased on the measurements used in the main logo. If the sub-brandname is obviously too long to fit beneath the Henkel X logo, thenthe sub-brand name must be split into two lines.HENKEL X BRAND GUIDELO G O17

DO’SDON’TSShorter words can extend beyond theMentorship Clubwordmark end.Drop longer words onto the second line.Do not resize and reposition thesub-brand elements.Do not change the sub-brand color.Institute forEntrepreneurshipWhen not using Henkel red, keep the logoMentorship ClubHENKEL X BRAND GUIDEDo not isolate the sub-brand whenand sub-brand the same color.Mentorship ClubLO G Ologo is inverted and vice versa.18

ColorsHENKEL X BRAND GUIDE19

The Henkel X ColorsHenkel red is our primary color. All colors of the Henkel X brand, likethose of the logo and typeface, are derived from the Henkel brand.Whether for digital or print use, all colors must always align to theHenkel brand. For all rules regarding the use of color please check thelatest Henkel Corporate Design Guidelines.HENKEL X BRAND GUIDE20

TypographyHENKEL X BRAND GUIDE21