Overseas Branding Guidelines For Local Operators

Overseas Branding Guidelines for Local Operators November 2016

Content Our Brand 3 Discontinued logos 4 Using the new artwork 5 Branding requirements for Exodus Trips 6 Branding options 7 Branded items available from Exodus 8 Supporting document: Branding Plan Exodus is a well-known and respected brand in adventure travel and we have a reputation for providing excellent holidays and experiences. To build on this reputation effectively we need to ensure that this brand awareness carries through all the way from advertising to brochures and most importantly to the holiday itself. We therefore require support from our local partners to ensure our branding requirements are met overseas. Exodus Travels – Overseas Branding Guidelines Page 2

Exodus Travels Logo: Explanation Our Brand Our logo colour has changed When organising Exodus branded items please use this document as reference to ensure all overseas branding is in line with these changes. The below versions of the new logo are applicable for use overseas: “e” symbol Logotype Logo choice The stacked logo should be used as default. The horizontal logo should only be used where the shape of the space makes it the best fit – e.g. on a branded pen, or along the arm of a long sleeved top. The logo should always be used with a descriptor line (see below) unless it is in media Exodus Travel “owns” e.g. our brochures and website. Anywhere that the logo could initially, or subsequently, be out of an Exodus Travels owned space, the descriptor line is required. Descriptor lines Usually the descriptor line will consist of three words chosen to give context to our brand, depending on where the logo is being used. It is important to consider what it is about our company or product offering that will matter most to the people seeing the logo in that context. Brand Identity “e” symbol Logotype Descriptor line Brand Identity Exodus Travels – Overseas Branding Guidelines Page 3

Discontinued logos The old green logo should not feature on any item - including paperwork and clothing. 1. Exodus Travels Logo: Colour/Mono Example Content: Stationery The Brand Identity may be used in CMYK, Pantone, RGB or mono breakdowns. 2. They have been tested and approved. NO ALTERNATIVES ARE PERMITTED. 1. Full Colour Version This is the main Brand Identity version of the logo and should be used where possible. The Descriptor Line Version should be used in salesled communications and online marketing. 3. With Compliments For online and digital branding please supply or use the RGB version of the logo. For print materials ONLY supply or use the CMYK or Pantone (PMS) logo as an .eps. Exodus Travels Ltd, Grange Mills, Weir Road, London SW12 0NE Sales & Reservations 0845 330 6008 E-mail sales@exodus.co.uk www.exodus.co.uk A member of the TUI AG Group of Companies 2. Mono Version Where the Brand Identity is required to be reproduced in black and white, it must be used as shown. Do not tint any element of the design. 4. Registered in England (Company No. 1150160) Registered Office: TUI Travel House, Crawley Business Quarter, Fleming Way, Crawley, West Sussex RH10 9QL 3. Reversed Version For use over the ‘Exodus Rich Black’. 4. White-out Version For use over dark backgrounds and images. Exodus Travels Ltd, Grange Mills, Weir Road, London SW12 0NE Sales & Reservations 0845 330 6008 E-mail sales@exodus.co.uk www.exodus.co.uk There must be adequate contrast between the A member of the TUI AG Group of Companies logo and the background, and the logo must be clearly legible. Registered in England (Company No. 1150160) Registered Office: TUI Travel House, Crawley Business Quarter, Fleming Way, Crawley, West Sussex RH10 9QL File Location: G:\Users\Bin\Brand Guidelines\1. Exodus Brand Guidelines 2015\1. Logos Exodus Travels – Brand Guidelines Exodus Travels – Overseas Branding Guidelines Exodus Travels – Brand Guidelines Page 8 Page 4

Using the new artwork The JPEG artwork files are available to download from www.exodus.co.uk/operators If your local supplier requests a different file type (e.g. Eps), please contact us so we can provide the other file type. The brand identity must always match the logo files supplied by Exodus as specified in these Overseas Branding Guideline Documents. The colour and shape must not be changed i.e. no stretching or squashing. Logos available: Logos are available in full colour or in mono version (black or white). The stacked logo with descriptor line should be used as default, and should never be reproduced smaller than 30mm in width. Minimum Size Guide Full Colour Mono Black Mono White 30mm or 85px The stacked logo (no descriptor line) should never be reproduced smaller than 20mm in width. Minimum Size Guide Full Colour Mono Black Mono White 20mm or 58px If the colours are to be used away from the JPEG or Eps logo files, please use as follows: Logo Teal: CMYK 96.0.31.2 RGB 1.155.50 Logo Text Grey: CMYK 30.0.15.70 RGB 85.100.100 Web 556464 PMS 5477 Exodus Travels – Overseas Branding Guidelines Web 649B32 PMS 320 Page 5

Branding requirements for Exodus Trips All Exodus trips must have the following items: 1. Exodus Polo shirt for the leader 2. E xodus ‘meet and greet’ sign for airport welcome To be worn for the airport meet and greet, for the rest of the first day and at the main briefing. Welcome! Printed meet and greet sign or clipboard with Exodus logo – at least 30 cms. Daily reminder DATE: TRIP NAME: LOCAL START DATE: TRIP CODE: LEADER NAME: MOBILE NO: TRIP NAME: LEADER NAME: WHAT YOU NEED TO KNOW MAIN TRIP BRIEFING DATE: TIME: WHERE: GROUP FLIGHT DETAILS DATE: FLIGHT ARRIVAL TIME: BREAKFAST TIME: DEPARTURE TIME: DETAILS: ESTIMATED HOTEL ARRIVAL: WHAT YOU NEED TO KNOW DON’T FORGET TO BRING: LOCAL OPERATOR CONTACT DETAILS LOCAL OFFICE (NAME): NUMBER(S): 3. Exodus leader welcome notice Displayed at the joining hotel, contains information for those joining the group locally. Part of the Standard Leader Paperwork, download template from www.exodus.co.uk/leaders 4. E xodus vehicle signage When private vehicles are used, the vehicle should feature some form of Exodus branding. E.g. temporary signs (which can be affixed internally or externally) or permanent stickers on the body work. When we might ask for more? In addition to the above, dependent on the number of travellers carried per each year, we may ask you to provide other items such as hotel noticeboards, caps and fleeces for leaders and other staff, or other vehicle branding etc. Exodus Travels – Overseas Branding Guidelines Page 6

Branding options There are two ways to source your branded items: OPTION 1 OPTION 2 Producing items locally Ordering via Exodus Operational Quality Department Operators can work with a local printing shop to produce your items using artwork and templates provided by Exodus. There are many advantages of this method such as: If you find that producing items locally is not viable, please get in touch with Exodus to discuss the option of items being supplied by Exodus’ stock. All items can be designed and tailored to your own preferences, so considerations such as climate for clothing and vehicle size for signs can be taken into account. It should be cheaper. Depending on your country, you may be able to access cheaper items than we can get in the UK. Also, in all cases, we will cover 50% of your local production costs. It should reach you quicker due to time delays associated with shipping from the UK. We sometimes have customs problems when posting overseas. The benefit of supporting businesses in your local area. Costs & Postage Branded items and unit costs supplied by Exodus can be found on page 8. We will normally provide these to you at the cost price shown Confirming your branding options Each operator should complete the branding plan (supporting documents) This will help us provide you with the resources you need and help us keep track of what has been agreed with each operator. For all branding plan queries please email branding@exodus.co.uk Cost & Subsidies for locally produced items Exodus will contribute 50% of the cost when items are produced locally. In order to receive the subsidy you need to: 1. Confirm your local branding plan with Exodus Operational Quality prior to ordering. This must include an accurate quote and mock-up of designs, so we can be sure all items are suitable and the correct artwork has been used. 2. Produce items with your local supplier, distribute accordingly and send us images of them in use on the ground. 3. Send your branding invoice to the Exodus Operational Quality team at branding@exodus.co.uk for the subsidy to be processed. Exodus Travels – Overseas Branding Guidelines Page 7

Branded items available from Exodus Minimum requirements Optional Items EXODUS LEADER POLO SHIRTS To be worn for the airport meet and greet, for the rest of the first day and at the main briefing ACTIVITY SHIRTS A breathable activity shirt for use during the trip. Most suitable for hot countries or more active trips. Not suitable as a replacement for the smarter polo shirt. Sizes: XS, S, M, L, XL Colours: light grey or dark grey Please note that our polo shirts are generously sized, so you should consider ordering the smaller option Please note that our polo shirts are generously sized, so you should consider ordering the smaller option i.e. Order a small if you’re between a small & medium Unit price from Exodus: 12 Unit price from Exodus: 10 Sizes: XS, S, M, L, XL i.e. Order a small if you’re between a small & medium CAPS Can be used for leaders and well as other local staff - drivers, assistants etc. Unit price from Exodus: 5 CLIPBOARD Can be used as a Meet and Greet board and a clipboard for airport pick-up. These are currently being phased out. Unit price from Exodus: 3 VEHICLE SIGNS Internal and external versions available. Internal coach sign (with suckers): 6 – size: 450x200mm External Magnetic coach sign: 6 – size: 450x200mm CYCLING JERSEYS For Exodus cycling leaders to wear while riding. These are currently being phased out. Sizes: XS, S, M, L, XL Unit price from Exodus: 20 FLAGS For leaders to carry with them on “summit days”(passes or other high points) for summit photos or to put up at campsites as it feels appropriate. Unit price from Exodus: 8 – sizes: 1200x750mm STICKERS Two types are available: Internal and external. Please use on vehicle windows, equipment and where possible in regularly used hotels. Unit price from Exodus: Free of Charge – sizes: 1200x750mm Exodus Travels – Overseas Branding Guidelines Page 8

Date . Local Operator Local Operator Branding Plan Review date . OQ Owner (office use) ITEMS YOU WILL PRODUCE LOCALLY Quantity Item Please list specific items Total Cost Please specify currency Total Cost of branding produced locally ORDER FORM- SUPPLIED BY EXODUS TRAVELS Item Sizing Chart XS S Unit Cost M L XL Quantity XXL Polo Shirt 10 Activity Shirt 12 Cap 5 Clipboard 3 Vehicle Signage: Internal coach sign (with suckers) 6 Vehicle Signage: External Magnetic coach sign 6 Stickers Free of Charge Summit Flag 8 Total Cost of branding Please complete this form and send it back to branding@exodus.co.uk *Please note: branding items should only be supplied by Exodus Travels when it is not viable for an operator to produce items locally. Total Cost

Exodus Travels - Overseas Branding Guidelines Our Brand 3 Discontinued logos 4 Using the new artwork 5 Branding requirements for Exodus Trips 6 Branding options 7 Branded items available from Exodus 8 Supporting document: Branding Plan Exodus is a well-known and respected brand in adventure travel and we have a reputation for