BRAND GUIDELINES2016

TABLE OF CONTENTS

OUR CODE2

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THE CRAIN BRAND

BRAND IDENTITY

ABOUT CRAIN

FACT SHEET

Logo treatment

Corporate colors & type

Corporate identity

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The stories we tell and the products we develop matter to our audiences. We help them be successful in their world.

Internally, the work we do and how we do it impacts everyone else we work with. We empower one another’s success as much as our own.

Acting as one company and one team, we will earn the loyalty of our audiences by delivering exceptional information and products across many platforms.

WE EMPOWERSUCCESS.

INTEGRITY. MAKE IT FUN. INNOVATE.

EXCELLENCE. COLLABORATE. CONNECT.

COMMUNICATE.

Be respectful, truthful, and fair. Share your passion and enthusiasm.

Explore new approaches, ideas, and technologies.

Raise the bar. We’re ALL on the same team. Audiences, industry leaders and community members.

Speak openly and frequently.

CORE VALUES

PURPOSE

VISION

OUR CODE

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In order to shape a brand that reflects who you are as a company, we select several human characteristics to serve as a guide in the development of messaging and design.

The brand tone serves as a guide in the creation of all content – from elevator speeches to advertising pitches. This is how Crain communicates.

With a tone that is more casual than corporate, Crain communicates with ease and informality. Similar to how colleagues communicate with each other, the tone is helpful, personable and purposeful.

BRAND PERSONALITY

BRAND TONE

OBJECTIVE

STALWART

OPEN-MINDED

CONFIDENT

DRIVEN

UPBEAT

Not influenced by personal feelings or prejudice; based on facts; unbiased

Marked by outstanding strength and vigor; sturdy and robust; strong and brave; firm, steadfast, or uncompromising

Having or showing a mind receptive to new ideas or arguments; unprejudiced

Having strong belief or full assurance

Having a compulsive or urgent qualityl propelled or motivated by something

Optimistic; happy; cheerful

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The brand persona is a well-known figure who personifies the aspirational personality of our brand. This figure should be used as a check- point and guide in future brand decisions.

The brand style descriptor serves to explain the visual perception the brand is trying to communicate. This is what Crain Communications looks like:

The Crain style is strong. It is stoic, with an adventurous streak. The style is forward thinking, but not trendy. It is black and white, with bursts of color. It celebrates heritage by continuing to step forward – fresh faced and chiseled in stone.

Billy Beane saw a problem as an opportunity. Going against the norm, he accepted a challenge that many thought was too risky. He blazed new paths, built a team, protected the chemistry of the team and took bold steps toward achieving the ultimate goal. He was objective, stalwart, open-minded, confident, driven and upbeat.

BRAD PITT AS BILLY BEANE IN MONEYBALL

BRAND STYLE

BRAND PERSONA

Messaging that differentiates Crain Communications and supports the overarching strategies, we must address audience needs while also taking into account our strengths and motivations. The following message focus area shape our brand internally and externally.

While some of this messaging may be used verbatim, the following serve as a guide in the development of content specific to individual tactics.

BRAND PERSONA

UNIQUE

AUDIENCE FIRST

INTEGRITY

REQUIRED

UNITED

- The story you can’t get anywhere else

- Information with insight and impact

- Giving context to content

- Other publications report the news.Crain publications give it meaning.

- Dedicated to helping your audience besuccessful in the world for 100 years

- Delivering the story that matters to you

- Continually innovating new ways todeliver content when and where theuser needs it

- For the audience, not the advertisers

- High Quality journalism you can trust

- An objective view of the world around you

- More than 100 years as anauthoratative content leader

- Required reading for your career

- Stories that impact your successand increase your value

- Focused on the industry leadersand topics you need to know

- From the experts whose thoughtsand opinions matter

- Crain Communications has manypublications focused on onecommon purpose

- Each publication shares the sameset of values

- Crain Communications acts as acentral resource and collaborativehub for each publication

Primary logo

Secondary logo option

Used as directed

LOGO TREATMENTBR

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TITY

The following examples show how the Crain logo should be used. There must always be a buffer around the Crain flag at 13.5% of the width.

13.5%

13.5%

The Crain flag should only be used on a solid white background.

The Crain logotype should only be used on a solid color background. Approved corporate print colors are preferred.

LOGO USAGE

The Crain flag should never be used over a photograph, skewed, or stretched. Below are approved and unapproved usages.

LOGO USAGE

PRIMARY PALETTE ACCENT PALETTE

WEB PALETTE

HEX #9e958bR158 G149 B139

HEX #002d57R0 G45 B87

HEX #0084ffR0 G132 B255

HEX #7fc1ffR127 G193 B255

HEX #d9edffR217 G237 B255

HEX #24f07fR36 G240 B127

HEX #655b58R101 G91 B88

HEX #4e4847R78 G72 B71

HEX #000000R0 G0 B0

CORPORATE COLORS

C 0 M 6 Y 12 K 38

R 158 G 149 B 139

PMS Warm Gray 7

HEX #9e958b

C 62 M 5 Y 100 K 0

C 10 M 68 Y 91 K 1

C 100 M 47 Y 0 K 69

R 0 G 42 B 79

PMS 296

HEX #002a4f

R 111 G 181 B 61

R 219 G 110 B 53

PMS 369

HEX #6eb53d

PMS 1655

HEX #db6e35

Bitter Bold ItalicBitter RegularBitter Italic

MONTSERRAT BOLD

Headline typographyAll caps

Open Sans BoldOpen Sans RegularOpen Sans Italic

Body typography

Caption & Subheadtypography

CORPORATE TYPE

CORPORATE IDENTITY

1155 Gratiot Ave.Detroit, MI 48027313.446.6000

crain.com

Dear Mr. Smith,

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Best,

Jane SmithDirector of Corporate CommunicationsCrain Communications Inc

Helvetica Regular 11/14

Helvetica Light 9/11

Line weight: 0.5pt

90px25px

11px

CORPORATE IDENTITY

62px

Helvetica Light 9/11

Line weight: 0.5pt

90px25px

11px

Campton Bold 9pt Campton Bold 7pt

11px

Helvetica Light 7pt

Helvetica Light 7/8.5

CORPORATE IDENTITY

On all colored fabrics, the Crain logotype should be used. On all white fabrics, the blue Crain flag should be used.

CORPORATE IDENTITY

MERCHANDISE GUIDELINES

AB

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Automotive News Europe

CRAIN PUBLICATIONS

ABOUT CRAIN

Crain Communications Inc is a privately held media company producing trusted and relevant news publications, lead generation, research and data products, custom publishing and events with uncompromising integrity. Reaching more than 3.5 million business decision makers and consumers across the United States and in select markets in Europe and Asia, the company’s portfolio includes many of the most influential media properties in the verticals they serve including Automotive News, Autoweek, Advertising Age, Modern Healthcare, Plastics News, Business Insurance and Pensions & Investments.

Crain Communications is one of the largest privately held media companies in the U.S. with 24 leading business, trade and consumer publications in North America, Europe and Asia. The company’s 825 employees in 13 locations produce trusted and relevant news, lead generation, research and data products, custom publishing and events that contribute to the success of its millions of readers and its clients.

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Headquartered in Detroit, Michigan, the company’s 825 employees in 13 locations publishes 25 vertical news print and online publications and the multimedia content and product extensions related to each, contributing to the success of its readers and its clients.

Through its Crain Cares program, Crain employees donate to national charities like Making Strides for Breast Cancer, United Way and The American Red Cross to hundreds of local charities.

For more information, visit crain.com

DETROIT, MIThe company’s corporate headquarters as well as headquarters for Automotive News, Autoweek, Crain’s Detroit Business and Plastics News.

1155 Gratiot Ave. Detroit, MI 48207-2732 p. 313.446.6000

AKRON, OHHeadquarters for Rubber & Plastics News, Tire Business and editorial and advertising sales staff for Plastics News.

1725 Merriman Road, Suite 300 Akron, OH 44313-9006 p. 330.836.9180

NEW YORK, NYEastern editorial and advertising sales staffs of most Crain publications and headquarters for Advertising Age, BtoB, Crain’s New York Business, Creativity, InvestmentNews, and Pensions & Investments.

685 Third Avenue New York, NY 10017-4024 p. 212.210.0100

CHICAGO, ILHeadquarters for Crain’s Chicago Business, Business Insurance, Modern Healthcare, and editorial and advertising sales staffs of most Crain publications.

150 N. Michigan Ave. Chicago, IL 60601 p. 312.649.5200

CLEVELAND, OHHeadquarters for Crain’s Cleveland Business.

700 West St. Clair Ave. Suite 310 Cleveland, OH 44113-1256 p. 216.522.1383

MOUNTAIN VIEW, CAHeadquarters for Staffing Industry Analysts.

1975 W. El Camino Real, Suite 304 Mountain View, CA 94040-2218 p. 650.390.6200

WASHINGTON, D.C.Editorial staffs of Automotive News, Modern Healthcare, Business Insurance, Crain’s Chicago, Plastics News, InvestmentNews, Modern Healthcare, Rubber & Plastics News.

814 National Press Building 529 14th Street NW Washington, D.C. 20045-1801 p. 202.662.7200

CRAIN LOCATIONS

BOSTON, MAEditorial and advertising sales staffs for Business Insurance, Pensions & Investments and InvestmentNews.

101 Federal Street, Suite 1900 Room 615a Boston, MA 02110

MUNICH (ONERPFAFFENHOFEN) GERMANYHeadquarters for Automobilwoche and Automotive News Europe.

Crain Communications GmbH Technopark Oberpfaffenhofen Argelsrieder Feld 13 82234 Oberpfaffenhofen Germany p. 011.49.815.390.7400

LONDON, ENGLANDSales and editorial staff for several Crain publications.

New Broad Street House 35 New Broad Street London, EC2M1NH UK p. 011.44.207.194.7530

SAN FRANCISCO, CAEditorial and advertising sales staffs Advertising Age, Automotive News, Business Insurance and Pensions & Investments.

71 Stevenson Street Suite 400 San Francisco, CA 94105

BUREAUS:Nashville, Tennessee

Los Angeles, California

EL SEGUNDO, CAEditorial and advertising sales staffs of several Crain publications.

400 Continental Blvd., 6th Floor El Segundo, CA 90245-5074 p. 310.426.2470

CROYDON, ENGLANDHeadquarters for European Plastics News, European Rubber Journal, Plastics & Rubber Weekly and Urethanes Technology International.

4th Floor, Carolyn House 26 Dingwall Road Croydon, CR0 9XF, UK p. 011.44.208.253.9600

CRAIN LOCATIONS

Crain Cares is a hybrid national and local community service program. At the corporate level, national charities are supported across the Crain employee population. At the local level, employees in Chicago, Detroit and New York offices of Crain Communications choose local charities that best meet local needs.

Our mission is to advocate and support the needs of local and national charities through Community involvement. We achieve this by providing Assistance and

CRAIN CARES

Summer LiteracyBack-to-School 100 Filled BackpacksBBQ for BooksCrossroads Literacy ProgramOperation BackpackDetroit Arts & ScrapsGrosse Point AcademyCollege for Creative StudiesCornerstone Schools

The Detroit Children’s Center A Safe Haven Primo Center for Women Operation Good Cheer The Detroit Children’s Center Birthday Party United Way

Capuchin Soup Kitchen Detroit Area Agency on Aging “Meals on Wheels” Easter Dinner Program

Almost Home Animal Shelter Michigan Humane Society

Piquette Square Veterans Detroit Polce Department Detroit Fire Department “Honoring our Own” Service for Military

American Red Cross Blood DriveMaking Strides Against Breast CancerBear Necessities Pediatric CenterAmerican Cancer SocietyKarmanos Cancer Institute

Greening of Detroit Eathworks Urban Farms Great Lakes Alliance Detroit Zoo Belle Isle Conservancy Grand Prix

EDUCATION STRONG FAMILIES

HUNGER

ANIMAL

THOSE IN SERVICE

HEALTH

ENVIRONMENT / COMMUNITY

Relief through the fundraising and volunteering efforts of our employees as well as promoting continuing Education of these charitable organizations to ensure their Sustainability.

Through ongoing measurement, Crain employees can gauge the social impact we’re having on our world and find ways to improve our collective impact in key areas. Areas of social impact and the corresponding charities supported in 2014 included:

PEOPLECRM database of over 6,000,000 names with information that is no more than 1 year old

WEBSITES24 publication websites with 64,000,000 unique visitors generating 300,000,000 pageviews annually

EVENTSIn 2013, Crain hosted 100 events in 9 countries with over 50,000 total attendees

PUBLICATIONS24 publications with more than 600,000 total subscribers

EMAILS70,000,000 email newsletters sent per year

1,660,523

BRANDS: 14

TOTAL LIKES: 344,305

BRANDS: 16

TOTAL FOLLOWERS: 1,172,245

BRANDS: 14

TOTAL FOLLOWERS: 79,919

BRANDS: 7

TOTAL SUBSCRIBERS: 49,441

BRANDS: 12

TOTAL FOLLOWERS: 14,613

FAC

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SOCIAL MEDIA

ALL TOGETHER:

FACTS