Brand Guidelines

IntroductionThis document defines the core elements of the Pella brand and illustrates how to apply them when creating all Pella materials. If we adhere to the rules and principles contained herein, we can create a strong, consistent brand experience for our customers, employees, and partners.

Please use this as a guide when you develop anything that reflects our brand: marketing materials, presentations, events, corporate communications, product descriptions. Beyond the how to nature of whats included, this document will also help remind you of who we are and how we do business the Pella way.

So we can all go beyond to build the Pella brand into everything it can be.

Pella / Brand Style Guidelines - CONFIDENTIAL 3

Introduction 2

The Pella Brand Platform 4OUR BRAND AMBITION Why we are here . . . . . . . . . . 5OUR BRAND MISSION What drives us. . . . . . . . . . . . . . 6OUR BRAND PILLARS What we do . . . . . . . . . . . . . . . . . 7OUR KEY AUDIENCE Who we do it all for . . . . . . . . . . 8

Brand Guidelines 9BRAND GUIDELINES How to bring Pella to life. . . . . 10

VOICE AND TONE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11VOICE AND TONE How to speak Pella . . . . . . . . . . . . 12VOICE AND TONE The Pella personality. . . . . . . . . . . 13VOICE AND TONE Choose your words wisely . . . . . 14VOICE AND TONE Some examples . . . . . . . . . . . . . . . 17VOICE AND TONE Whats socially acceptable . . . . . 19VOICE AND TONE Facebook . . . . . . . . . . . . . . . . . . . . . 20VOICE AND TONE Twitter . . . . . . . . . . . . . . . . . . . . . . . . 22VOICE AND TONE Instagram . . . . . . . . . . . . . . . . . . . . . 25VOICE AND TONE YouTube . . . . . . . . . . . . . . . . . . . . . . 27VOICE AND TONE Pinterest . . . . . . . . . . . . . . . . . . . . . . 29VOICE AND TONE LinkedIn . . . . . . . . . . . . . . . . . . . . . . 30

PHOTOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31PHOTOGRAPHY Pella in pictures. . . . . . . . . . . . . . . . . . 32PHOTOGRAPHY Story telling . . . . . . . . . . . . . . . . . . . . . 33PHOTOGRAPHY Style and mood . . . . . . . . . . . . . . . . . 34PHOTOGRAPHY Environment . . . . . . . . . . . . . . . . . . . . 35PHOTOGRAPHY In home . . . . . . . . . . . . . . . . . . . . . . . . . 36PHOTOGRAPHY Lighting. . . . . . . . . . . . . . . . . . . . . . . . . 37PHOTOGRAPHY Propping . . . . . . . . . . . . . . . . . . . . . . . . 38PHOTOGRAPHY People . . . . . . . . . . . . . . . . . . . . . . . . . . 39PHOTOGRAPHY Image perspective. . . . . . . . . . . . . . . 40PHOTOGRAPHY Laydowns . . . . . . . . . . . . . . . . . . . . . . . 41PHOTOGRAPHY Specs . . . . . . . . . . . . . . . . . . . . . . . . . . . 42PHOTOGRAPHY Product . . . . . . . . . . . . . . . . . . . . . . . . . 43PHOTOGRAPHY Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44PHOTOGRAPHY Donts. . . . . . . . . . . . . . . . . . . . . . . . . . . 45

VIDEO AND MUSIC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46VIDEO AND MUSIC People . . . . . . . . . . . . . . . . . . . . . . . 49VIDEO AND MUSIC Style direction. . . . . . . . . . . . . . . . 50VIDEO AND MUSIC Music . . . . . . . . . . . . . . . . . . . . . . . . 52VIDEO AND MUSIC Specs. . . . . . . . . . . . . . . . . . . . . . . . 53VIDEO AND MUSIC Dos and Donts . . . . . . . . . . . . . . 55VIDEO AND MUSIC Product / video guidelines . . . . 56

LOGO USAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58THE PELLA LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59LOGO USAGE GUIDELINES . . . . . . . . . . . . . . . . . . . . . . . . 60LOGO-Bulls eye logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61LOGO-Yellow dot logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62LOGO-Pella script . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63LOGO-Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

TYPOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65COLOR PALETTE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

Advertising Campaign 68ADVERTISING CAMPAIGN Perfectly Beautiful . . . . . . 69ADVERTISING CAMPAIGN Using Perfectly Beautiful 70

ADVERTISING SAMPLES. . . . . . . . . . . . . . . . . . . . . . . . . . . . 72BRAND AD LAYOUT / HORIZONTAL . . . . . . . . . . . . . . . . 73BRAND AD LAYOUT / VERTICAL. . . . . . . . . . . . . . . . . . . . 74REGIONAL AD LAYOUT / HORIZONTAL. . . . . . . . . . . . . 75REGIONAL AD LAYOUT / VERTICAL . . . . . . . . . . . . . . . . 76DIGITAL / BRAND. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77DIGITAL / REGIONAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80TELEVISION / END-CARD TAGS . . . . . . . . . . . . . . . . . . . . 81LOCAL CAMPAIGN USE. . . . . . . . . . . . . . . . . . . . . . . . . . . . 82

CONTENTS

THE PELLA BRAND PLATFORM

Pella / Brand Style Guidelines - CONFIDENTIAL 5

OUR BRAND AMBITION Why we are here

To be a modern design brand that demands a premium price and creates consumer desire.

Pella / Brand Style Guidelines - CONFIDENTIAL 6

To go beyond what meets the eye.The people of Pella have an unwavering commitment to doing things right: a conviction to innovate with purpose, design with passion, build with integrity, and deliver with pride and a dedication to go beyond expectations in crafting distinctive products and services that create desire.

Its this passion that has guided our actions for nearly a century and will carry us forward for the next century, as we continue to strive to capture that rare blend between inspired design and exceptional detail.

We take pride in the little extras and challenge ourselves to continuously seek out ways to improve. We honor the fact that it requires the excellence of people to make products of integrity. And we always look for ways to turn our team members passion into our customers pride.

Simply put, we go beyond what meets the eye.

OUR BRAND MISSION What drives us

Pella / Brand Style Guidelines - CONFIDENTIAL 7

We craft products and experiences that capture the rare blend of:INSPIRED DESIGN We rely on imagination, innovation, and style.

EXCEPTIONAL DETAIL We sweat all the little extras just for you.

PELLA PASSIONWe pour ourselves into every window, every experience, every time.

OUR BRAND PILLARS What we do

Pella / Brand Style Guidelines - CONFIDENTIAL 8

Inspired Distinction Seekers those who find beauty in the details, who value distinctive design, and who take pride in their personal style. THEY ARE: Optimistic | Self-assured | Informed | Fueled by creativity | Obsessed with the details

OUR KEY AUDIENCE Who we do it all for

BRAND GUIDELINES

Pella / Brand Style Guidelines - CONFIDENTIAL 10

BRAND GUIDELINES How to bring Pella to life

Things to keep in mind, rules to follow, and general watch-outs to help you create brand-correct communications from how to use the campaign idea, fonts, and logos to how to write in the Pella voice and choose the right photography.

VOICE AND TONE

Pella / Brand Style Guidelines - CONFIDENTIAL 12

VOICE AND TONE How to speak Pella

Youve probably heard this before: Words are important. One of the ways a brand becomes great is by following this rule religiously. What we say and how we say it has a big impact on how Pella will be perceived by people everywhere.

Over the next few pages, well explain how to speak Pella by giving you some tips, examples, and watch-outs so you can do your part to help build Pella into a modern design brand.

Pella / Brand Style Guidelines - CONFIDENTIAL 13

VOICE AND TONE The Pella personality

If someone described Pella as a person, what words would come to mind? Pella is: creative, thoughtful, passionate, dedicated.

WE SPEAK TO PEOPLE LIKE PEOPLE. Whenever possible, use a direct, personal approach so that our copy feels as if we (Pella) are speaking with another individual (customer, partner). A good rule of thumb is to imagine that youre speaking with a friend. You should always sound as if youre having a one-to-one conversation and not delivering a speech or repeating corporate jargon. Write in sentence fragments. Put your ideas in simple terms. And feel free to begin sentences with conjunctions.

WRONG Pella conceives windows that elevate a home with

architecturally stunning accoutrements.

RIGHT At Pella, we craft distinctive windows that become

a focal point of your home.

WE ARE HONEST.Pella has always stood for honesty and integrity. So you should always speak truthfully about our products and services. That means never exaggerating or overpromising or coming across as cheesy salespeople. Set expectations appropriately and make sure all of your statements are accurate and not misleading.

WRONG Pella windows will change your life, thanks to our

indestructible quality and earth-shattering features.

RIGHT Pella windows will enhance your home with thoughtful

features and quality that will endure.

Pella / Brand Style Guidelines - CONFIDENTIAL 14

VOICE AND TONE Choose your words wisely

WE ARE TECHNICAL BUT HUMAN.Thanks to our passion for innovation and our obsession with testing, there thousands of great advantages for choosing Pella windows. The trick is to translate tech lingo into words that ordinary people can understand. The best approach is to think about the end-user benefit of each test, tolerance, or