Branding Guidelines5/15/2015

RAM MountsBrand Positioning and

Graphic Guidelines

Information contained in these brand guidelines is confidential and proprietary to National Products Inc. (the “Company”) and is intended only for the persons to whom it is transmitted by the Company or its representatives. Any reproduction of this document, in whole or in part, or the divulgence of any of its contents without the prior written consent of the Company, is prohibited.

INTRODUCTIONWhether for work or play, the RAM® Mounts brand is synonymous with an active lifestyle. Customers rely on RAM Mounts in a wide variety of applications including rugged vehicle, material handling, aviation, law enforcement and outdoor recreation.

RAM® Mounts include a diverse product line which is protected by over 100 issued patents with more than 60 patents pending. RAM ball and socket mounts feature a design revolving around an elastomeric rubber ball. Incorporating a non-slip feature as well as shock and vibration dampening, our often imitated but never duplicated mounting solutions are truly one of a kind and enhance every application they are used in. Utilizing the finest assembly hardware, durable composites, steel, stainless steel, rubber, and aluminum, our mounting bases and complete kits are manufactured in the USA to perform above expectations and remain cost effective.

The RAM® Mounts brand is comprised of design schemes expressing core elements that come together to create a distinctive look and feel that makes the brand instantly recognizable.

multiple RAM® mounts used in redbull stratos event

“To create innovative solutions that enable people across the globe.”

POSITIONINGRam® Mounts is a brand of National Products Inc. (NPI). The company was founded in 1992 by Jeff Carnevali, product inventor with hands-on expertise in machining, tooling, molding, casting and industrial design. Mr. Carnevali is still highly involved in product design and ensuring products are manufactured to the highest quality in the industry. All NPI products are led by innovation and manufactured in the United States at NPI manufacturing facilities. New product innovation and manufacturing quality help differentiate NPI products from competitors.

Product Positioning – RAM Mounts

RAM Mounts include thousands of products designed to securely hold and mount technology devices and equipment for a variety of applications including transportation, military, emergency vehicle, aviation, material handling and outdoor recreation.

The brand is centered on active outdoor and work lifestyles where enthusiasts want to leverage technology to get the most from their activity. Customers select RAM Mounts over other mounting solutions because RAM Mounts are RUGGED and DEPENDABLE.

RAM Mounts are made in the U.S.A. to the highest quality standards with a proprietary rubber ball and socket design that provides a durable, stable, shock-absorbing mount that ensures the protection of high-value devices.

Messaging Points: Made in America, versatile design, ruggedized, vibration-dampening, lifetime warranty. Customer Value: Trusted device protection, secure holding strength, limitless adjustment angles.

LOGO USENPI uses product group logos to represent its products. Padding around all logos must be a minimum of 25% with no taglines, images or other text within that space. Logos may be placed with transparent backgrounds if the background is consistent and does not detract from the logo.

Incorrect Use1 Do not rotate the logo2 Do not add effects including shadows or outer glows3 Do not add web addresses or taglines4 Do not change individual dimensions of logo elements5 Do not make a pattern or texture out of the logo6 Do not alter the transparency of the logo7 Do not recolor the logo8 Do not remove the registration marks9 Do not combine a tagline with the logo10 Do not stretch or distort logo in any way

Incorrect Examples1

5

2

rammount.com

3

7

4

86

109

JUST RAM IT!

RAM Mount Approved Logos

Iconography

Color concepts and usages

Due to a wide variety of products, applications and industry markets, it is difficult to narrowly assign colors and layouts that will effectively communicate with all of our audiences. Therefore, we focus on the use of imagery to communicate the brand.

Primary image colors dictate predominant colors used in the design. Identified online and print colors are used as highlights to create consistency throughout the visual pieces.

RAM® Colors

REDCMYK- 0, 98, 90,15RGB- 206, 31, 40#cd1e27

GREYCMYK- 0, 0, 0, 40RGB- 167, 169, 172#a7a9ab

BLACKCMYK- 0, 0, 0, 0RGB- 0, 0, 0#000000

Typography (RAM)

Helvetica Neue LT Std

55 RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

75 BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Typography (web alternate)

ArialRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Photo useWe use action-oriented imagery to represent our products. Here are some tips to produce imagery that we can use. Here are a few tips to produce the imagery that we would like to keep consistent in all collateral.

Preferred aspects1 Product in clear view2 Product must be in focus3 Images should be aspirational4 The subject in the photo should be facing the viewer or the product5 Do not put type or logo over the product6 Device transparency may be lowered to show holder ( if necessary )

Graphic elements

1 Icons 2 Rules ( containing type and or logo )3 Background textures associated with specific vertical4 Product detail callouts ( close-up with directional graphic )

RAMMOUNT.COM

PRODUCT NAMEtag l ine or descr ip t ion

1

2

3

4

TONE OF VOICEThe tone of voice embodies and expresses the brand’s personality and set of values. It’s about the people that make up the company and the personal bonds we make with customers. The editorial voice is conversational, one-to-one and compels an emotional connection between customers and the brand. These general standards should be incorporated when writing for external audiences. However, text written for news publication will follow APA Style.

Formal vs. Informal: The NPI voice is more formal than informal, using text to portray a sense of professionalism, innovation and authority. For example, • Instead of “Watch out! We’re chucking a new offer in your direction”, use something like, “An exclusive offer is now available for you”.• Instead of “You’re gonna love this new product – It rocks!”, use something like “This new product helps you get more out of your device, and more out of your life”. • And don’t be too formal. For example, Instead of “The procedure for contacting National Products, Inc. regarding

a question about our products is by email. Your inquiry will then be processed and responded to within 24 hours”, use something like, “Have feedback about our products? We’d love to hear from you. Simply contact us by phone or email and we’ll gladly help.”

Simple vs. Technical: The NPI voice is simple and direct. Simple, concise text inspires a sense of trust and intimacy with our customers. When writing, read the copy out load. The text should flow with short pauses. It should not contain long, complex words. For example, • Instead of “accessible”, use a phrase like “easy access”.• Instead of “substantial”, use words like “strong” and “rugged”.• While we err away from informal language, we write for simplicity and understanding. And often beginning a sentence

with a conjunction or using fragments helps break up text. Creating natural pauses and flow. This is especially the case when writing for online social mediums.

Customer vs. Company Centric: The NPI voice centers on customers and the value they receive from our products. Therefore, we use direct, first-person language.• Instead of “RAM Mounts help customers secure their devices”, use something like “You secure your devices with RAM Mounts”.• Instead of “Now devices have a home anywhere, whether that be in the boardroom, on the road, or with the family”, use something like “Now your device has a home anywhere you go, whether in the boardroom, on the road, or with your family”.

EMAIL SIGNATURE

STATIONARY

Hello, Esteban

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Sincerly,Javier Jimenez

April 24, 2015

NPINational Products Inc8410 Dallas Avenue SouthSeattle, WA 98108 U.S.A.Phone: 206-763-8361www.rammount.com

Hello, Esteban

Onecaborerum sam quiaepe lessequi alit minci dolor aut eum quibusa pe vellent, ipsumquibus dolorenti atum fuga. Nam il imus est, qui res sapieni scipis nullacc aborem volore iunt.

Num quiationse oditati beatemquam vento ommodio. Nequodi ut lamusdam rendaec tecuptatempe nonectecte num sant as et rendel ius esti serspeles aut et vera cuptatium quae dolorem eatur molo.

Atur, sit aliquo omnihit in cor aliquia con ea doloritius esed et iumquam sit, sequi volumqui vent autem. Et ut voluptiame officil iquiaec estiost, ulluptam iur? Em que vendam cus molendis iur.

Sincerly,Javier Jimenez

April 24, 20151-800-497-74798410 Dallas Avenue South Seattle, WA 98108

EX. EX.

These guidelines were created to build a consistent design language for NPI/ Ram Mounts communication. Not all examples and instances will be represented in this guide. Please use your best judgement when building communication pieces. If you have any questions please contact the Marketing department.

1-800-497-74798410 Dallas Avenue South Seattle, WA 98108