E m p o w e r i n g T h e I n d u s t r i a l I n f r a s t r u c t u r e

w o o d h e a d . c o m

Global UnificationCorporate Identity & Branding Structure Initiative

May 2006

The Power of Corporate Identity and Branding____________________________________

Corporate Identity and Branding represent the very essence of a company. It reflects who we are to our customers, employees, shareholders, suppliers and other stakeholders. How people perceive a company’s Corporate Identity and Branding depends in large part on how the dedicated brands reflect the standards an organization sets in terms of quality, performance and service.

When developing and marketing a product, communicating with customers, partners and employees, or competing in the field…the value of a brand and its image is a direct correlation to the commitment a company makes and keeps to these standards.

As a leading global manufacturing company with powerful and recognized brands in the Automation and Electrical markets, the consistency of our company’s branding structure is the key. A uniform visual appearance and messaging will allow Woodhead Industries to capitalize on a strengthened corporate identity. This will help position Woodhead Industries as an aggressive worldwide leader in the development of technology, products and solutions to the industries we serve.

Only those who are distinct, uniform and attractive will be noticed, recognized and valued on a global basis. Global Unification – The New Corporate Identity & Branding Structure________________ Woodhead Industries is embarking on a new Corporate Identity and Branding initiative. The reason for the change is to better communicate our Corporate Identity in a manner that is consistent with our values and business focus. First, the Company Identity will be known as the Endorser Brand Woodhead Industries©. This will provide a simplified consistency in the way we present ourselves to the global market, while emphasizing the global message of “One Woodhead”. This program will not affect the various local legal identities until further notice.

Second, we will be leveraging the equity that has been built, recognized and retained over the years in our two core business areas - Automation and Electrical with two Master Brands Brad® for automation products and Woodhead® for electrical and industrial products. Each of these well known and respected brands continues to reinforce our commitment for driving innovations in fast changing markets.

Third, a new structure of Product Competencies/Categories has been established in order to clearly communicate our expanded product portfolio within these business areas. These categories will be further reinforced with the establishment of new logos that will visually leverage and support the equity associated with our two Master Brands.

Within the Automation Business our Brad® brand will be supported by the following four key product categories:

• BradConnectivity™ – Connectors, cordsets and distribution boxes for sensor, actuator and

bus network applications. • BradCommunications™ – Network interface cards, gateways, simulation software, and

diagnostic tools. • BradControl™ – Network I/O for on-machine and in-cabinet applications. • BradPower™ – Modular, flexible wiring systems for machine power distribution and motor

control.

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Within the Electrical Business the Woodhead® brand will be supported by the following nine key product categories:

• Woodhead® Balancers – Tool positioners, retractors, balancers and torque reels. • Woodhead® Electrical Specialties – Pushbutton/test instruments, pendant stations,

pushbutton controls and receptacle circuit testers. • Woodhead® Lighting – Hand lamps, wide area lamps, temporary lighting and lighting

accessories. • Woodhead® Portable Power – GFCI’s and multiple outlet boxes. • Woodhead® Hose Reels – Open and enclosed spring driven reels, hand wind, specialty and

stainless steel. • Woodhead® Wiring Devices – Plugs, connectors, cordsets and receptacles. • Woodhead® Electric Reels – Standard and heavy duty cord and cable reels and hand wind

reels. • Woodhead® Mobile Electrification – Festoon power cables and enclosed power bar

systems. • Woodhead® Wire Mesh Grips – Strain-relief, support and pulling grips.

Fourth, Product Lines structure our expanded product portfolio while leveraging from the rich heritage of known and trusted names within both the Automation and Electrical businesses. These names will continue to appear in type only in order to further reinforce and visually support the overall branding initiative.

Within the Brad® product categories are individual product lines that include names such as;

applicom®, mPm®, SST™, RJ-Lnxx®, Brad Harrison®, Mini-Change®, Micro-Change®, Nano-Change®

Within the Woodhead product categories are individual product lines that include names such as;

Aero-Motive®, Daniel Woodhead®, Watertite® and Super-Safeway®

Finally, Product Names describe and identify the type of Automation or Electrical product.

Automation - cordset, interface card, receptacle, distribution box, etc. Electrical – hose reel, hand lamp, GFCI, etc.

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®

The New Corporate Identity and Branding Structure Automation

Endorser Brand

Master Brand

Competencies / Categories

Connectors, cordsets and distribution boxes for sensor, actuator and bus network applications.

Network interface cards, gateways, simulation software, and diagnostic tools.

Network I/O for on-machine and in-cabinet applications.

Modular, flexible wiring systems for machine power distribution and motor control.

Product Line Product Name Examples Examples

SST™ Mini-Change®

mPm®

Interface cards receptacles valve connectors

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The New Corporate Identity and Branding Structure

Electrical

Endorser Brand

Master Brand

Competencies / Categories

Product Line Product Name Examples

Examples Aero-Motive® Super Safeway® Daniel Woodhead®

hose reels handlamps GFCI

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Communicating and Implementing Our New Corporate Identity and Branding Structure___ As we begin to communicate our new corporate identity it is important that we ensure correct and consistent implementation both visually and verbally worldwide. Global Marketing Communications has developed a multi-phased plan designed to establish appropriate standards and guidelines for global introduction and maintenance. Phase 1 Introduction of new Corporate Identity and Branding strategy and structure: Internal - Woodhead Industries employees and sales representatives globally via this document. External - Partners, Distributors, Customers and Press via a general notification outlining the new structure. External - End Users via all ongoing communication vehicles (i.e. advertising, literature, signage, editorial, merchandising, product placement identification, etc.). Phase 2 Development and Introduction of a Global Corporate Identity Book which include the following key sections:

1) Basic Standards (eg. Corporate Signature, Brand Structure, Logos, Use of color/Application) 2) Business Papers (eg. Letterhead, Business Cards, Envelopes) 3) Electronic Guidelines (eg. Web, Email Signature) 4) Literature (eg. Types of Literature, Format, Branding Placement) 5) Advertising (eg. Print Ads, Web Banner, Trade Show Signage, Direct Mail) 6) Packaging (eg. Product Packaging, Labelling) 7) Product Placement (eg. Guidelines, Standards) 8) Signage (eg. Building, Doors, Direction and Information) 9) Vehicles (eg. Guidelines, Examples) 10) Trademark Guidelines

Sections 1 & 2 are the core elements needed for setting the standards and guidelines for all applications. Development will begin immediately with a targeted completion date of the end of summer. All additional sections will be scheduled and completed on a rolling basis through the remainder of FY’06 and FY’07. Moving Forward_______________________________________________________________ The introduction of our new Corporate Identity and Branding is a positive time for us. We know that the coming months of change will be a challenging time, since this major initiative cannot be implemented immediately or overnight. There will be a transition time where the current brand structure for current or upcoming projects will be used until some of the basic standards are set, published and introduced. During this time we ask for your patience and understanding and that you contact either of us for appropriate direction. Every point of contact from this day forward, both internally and externally, will continue to build on our heritage and establish even greater brand equity and recognition of Woodhead Industries as a dominant leader in both the Automation and Electrical industries. Please expect further information about the status of the Corporate Identity and Branding program on a regular basis. The new Corporate Identity and Branding program is designed to benefit you – our employees, customers and suppliers – in achieving greater awareness and mutually beneficial growth. We rely on you to help us in making this happen.

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For further information please contact:

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Gregor Majhen Director, Marketing Communications - Europe Leinfelden-Echterdingen (D) gregor.majhen@woodhead.com Phone: +49 711 78 23 74 67 Mobile: +49 172 7 22 23 43 Fax: +49 711 78 23 74 11

Larry Wegner Director, Marketing Communications – North America Northbrook, Illinois (US) larry.wegner@woodhead.com Phone: +1 847 272 7990 Direct: +1 847 753 6986 Fax: +1 847 272 8133