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QUICK REFERENCE GUIDE BRAND IDENTITY


WELCOME TO THE NEW JULIUS BAER LOOK AND FEEL Julius Baer has grown substantially over the past 10 years and has become an international private bank with an increasingly global reach. This is reflected in our new positioning statement: Julius Baer is the international reference in pure private banking, driven by clients’ needs. Founded on a solid Swiss heritage. To reflect the new positioning, the new look and feel has a bright, candid and modern appeal and captures the essence of Julius Baer. It will not change who we are, but will impact how we communicate and what we say. Our core values are Care, Passion and Excellence and those will remain the same. We encourage you to familiarise yourself with the new brand positioning statement and the new look and feel. This Quick Reference Guide aims to help you navigate easily and conveniently through the new brand identity elements and provide valuable tips. We thank you for your continued support in making the Julius Baer brand stronger and more impactful. Best regards

Unterschrift Boris F. J. Collardi Chief Executive Officer

Unterschrift Dr. Jan Bielinski Chief Communications Officer


JULIUS BAER QUICK REFERENCE GUIDE

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CONTENTS ESSENTIALS FOR DAILY WORK POWERPOINT 5 WORD | EXCEL 6 STATIONERY 7 OUR BRAND OUR POSITIONING 8 OUR VALUES 9 OUR CREATIVE PLATFORM 10 OUR BRAND WORLD 11 BRAND IDENTITY ELEMENTS TOOLKIT 12 LOGO 13 LOCAL DESCRIPTOR 15 TYPOGRAPHY 16 COLOURS 18 SALMON BAR 22 PURITY GRAPHIC 23 PHOTOGRAPHY 25 INFOGRAPHICS 31 CHARTS AND DIAGRAMS 32 TONE OF VOICE 33 PAPER STOCKS 34 CONTACTS 35

For detailed information on the corporate design guidelines go to: Intranet: Operation>Marketing>Corporate Design


JULIUS BAER QUICK REFERENCE GUIDE

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ESSENTIALS FOR DAILY WORK The following pages contain a summary of the new brand identity elements that are most relevant to you in your daily work. From page 8, you will find the all-new brand identity elements explained in more detail. Please read and follow these guidelines carefully when developing any Julius Baer communication material to ensure that we continue to build a strong and consistent brand.


ESSENTIALS FOR DAILY WORK

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POWERPOINT

MS OFFICE TEMPLATES Our PowerPoint templates bring to life the Julius Baer brand identity. When creating a new presentation, please keep in mind our creative platform – 'Purity'. Aim to maintain clean, uncluttered slide designs with white space and consistent type sizes. Two versions of PowerPoint templates are available. Screen template example The standard text and chart sizes are larger for more concise presentations

Print template example The standard text size is smaller, allowing for more content

For new PowerPoint templates: MS Office PowerPoint> File>New>My templates>JBPresentationdesigns (ppt)

For more detailed information, please also see: page 23 on the ‘Purity’ Creative Platform


ESSENTIALS FOR DAILY WORK

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WORD & EXCEL

MS OFFICE TEMPLATES In the MS Office applications Word and Excel, the following features have changed: • new corporate typeface 'Verlag Office' • new colour palette • new charts and diagrams MS Office Word provides the following new templates: • letterhead • memo • agenda • meeting minutes • fax Letterhead and fax

Vorlagen fehlen

For new Word templates: MS Office Word>File>New>My templates>JBCorrespondence (word) For new Excel templates: MS Office Word>File>New>My templates>JBExceldesign (xls) For detailed information on the corporate design guidelines go to: Intranet: Operation>Marketing>Corporate Design

For more detailed information, please also see: page 16 for the new corporate typeface, page 18 for the new colour palette, page 32 for the new charts and diagrams


ESSENTIALS FOR DAILY WORK

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STATIONERY The new stationery is white and supports our new visual identity and the creative platform 'Purity'. Copy paper Xerox Premier ECF PEFC (white) Corporate paper and compliment cards Ziegler Offset (white, preprinted with logo) Envelopes Standard Elco with security print on the inside (white)

E-SHOP ORDERING NUMBERS FO010101

Letter paper (DIN A4)

FO010111

Compliment slip (DIN A5)

FO010009

Compliment card (DIN A6)

EN00086

Envelope C4 with window, 229mm x 324mm

EN00081

Envelope C4 without window, 229mm x 324mm

EN00102

Envelope C5 with window, 229mm x 162mm

EN00080

Envelope C5 without window, 229mm x 162mm

503563* Copy paper (DIN A4) for large quantities 499719*

Copy paper (DIN A4) quick packs

* for designated Julius Baer employees with authorised rights to place copy paper orders

For orders go to: Intranet: Applications>eShop


OUR BRAND

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OUR POSITIONING To capture the essence of who we are and our unique point of difference, we have defined our positioning profile as:

The international reference in pure private banking, driven by clients’ needs. Founded on a solid Swiss heritage.

For more information: Julius Baer Brand Identity Guidelines, page 17


OUR BRAND

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OUR VALUES The Julius Baer core values are embedded in our culture and guide how we behave. We continue to build on the existing core values.

CARE

We have created a truly customised banking experience because we are dedicated to the long-term interests of our clients. With us as their personal guide, every one of our clients gains exclusive and privileged access to a world of expertise, insight and opportunity.

PASSION

With visionary thinking built on in-depth experience, our passion is reflected in our singular devotion to pure private banking.

EXCELLENCE We set the standard for pure private banking by delivering unparalleled experience, service, advice and solutions. Our global ambition is informed by expertise from around the world.

For information on the core values go to: Fordetailed more information: Intranet: Employee>Core Values Julius Baer Brand Identity Guidelines, page 17


OUR BRAND

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OUR CREATIVE PLATFORM Our singularity of purpose and undisputed position of strength as the world’s leading pure private bank is captured in a single word – 'Purity'. This reflects the purity of our focus, vision and insight. As our creative platform, Purity will inform everything that we do and say, from our calm yet confident manner to our elegant visual identity and our refined tone of voice. Purity should inform all our communication to ensure that our brand is clear and consistent in everything we do.

For more information: Julius Baer Brand Identity Guidelines, page 17


OUR BRAND

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OUR BRAND WORLD Our identity is represented across every internal and external touchpoint to reinforce our positioning, values and core creative idea. Every image chosen, colour applied, word typeset and chart drawn should be applied consistently and with integrity to communicate our brand message clearly.

JULIUS BAER GROUP

CO

Head Office Bahnhofstrasse 36 P.O. Box 8010 Zurich Switzerland Telephone +41 (0) 58 888 1111 Fax +41 (0) 58 888 5517 www.juliusbaer.com

FO

FINANCIAL P

INTEGR

BUSINESS DE

DOCUMENT TITLE SUB–TITLE HERE

IMPO

AND CORP

January 2014 Name will be here

BUSINESS REVIEW 2014 The Julius Baer Group is present in over 40 locations worldwide. From Zurich (Head Office), Dubai, Frankfurt, Geneva, Guernsey, Hong Kong, London, Lugano, Monaco, Montevideo, Moscow, Singapore to Tokyo.

JULIUS BAER GROUP

02.02.2013 Publ. No. PU00062EN © JULIUS BAER GROUP, 2014

UK Edition | 00 Month 2014

P 1/4

Cio FlaSh FOCUS ON MACROECONOMIC DATA AGAIN no ChangES in aSSEt alloCation SUb hEading to go hErE • The continual flow of improving economic data has led to the emergence of two different market views. • For the first group, the recent expansion of price/earnings ratios seems to be justified and has raised hopes that equity markets will be propelled even higher, supported by the anticipated increase in earnings. These investors might see any correction as a buying opportunity. • For the second group, recent data has led to renewed fears that the U.S. Federal Reserve (Fed) will start tapering its asset purchases sooner rather than later. Therefore, these investors might be willing to take profits until the year-end. • These two contradictory views are likely to increase volatility on financial

• Consequently, our exposure to risky assets, such as equities, convertible bonds and high-yield corporate bonds, is still considerable. • Our exposure to North Asian equities and bonds denominated in Chinese offshore yuan (CNH) – is maintained since the region is poised to benefit most from the recovery in developed economies. • The recent resumption of the uptrend in benchmark bond yields has hardly had an impact on short and medium term bonds yet. As the upward trend is likely to continue, short duration is recommended. In addition, a further shortening of the overall duration in the portfolios is considered. • Political noise has risen recently. Neither the Sino-Japanese territorial feud nor the unrest in Thailand and the Ukraine is expected to escalate significantly and have a detrimental impact on the ASIA economy at this stage. EConoMiC PErSPECtivES

economic recovery is underway but remains fragile. France and Spain are among the countries reporting a decline in the PMI, signalling that the European peripheral countries in particular continue to recover at a sluggish pace. Credit conditions remain dire in southern Europe, where a persistent credit crunch still acts as a substantial drag on the recovery.

The economic recovery in the eurozone remains fragile. In Japan, the manufacturing PMI continued to rise, giving further evidence that ‘Abenomics’ seem to be working. The indicator points to solid economic growth in the months ahead. Meanwhile, the manufacturing PMI in China has been broadly unchanged, confirming a trend of modest expansion in the shorter term. In the longer term, however, the Chinese economy is set to benefit from the recently announced reform plans.


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TOOLKIT The Julius Baer brand is comprised of a core set of identity elements which make up our toolkit. These guidelines explain in detail how to combine and apply these elements consistently to strengthen our brand equity.

Colour

Logo

Primary

Claim

Supporting palette

Typography

Purity Graphic

VERLAG TEXT LIGHT VERLAG TEXT BOLD VERLAG OFFICE REG VERLAG OFFICE BOLD

Photography*

Iconography

Tone of voice BRIGHT, CLEAR, CANDID, SOPHISTICATED

*Images throughout this document are supplied by Gallery Stock unless otherwise stated. Permission to use any image should be sought from the Brand Management Team.

For detailed information on the identity elements go to: Intranet: Operation>Marketing>Corporate Design


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LOGO The Julius Baer logo is our core identifier and appears on all Julius Baer communications.

Blue version

Clear space X

X X

X

X

Minimum size

20mm

Black version

Negative version

For detailed information on the Julius Baer logo go to: Intranet: Operation>Marketing>Corporate Design


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LOGO

POSITIONING For maximum impact, recognition and legibility, the logo should always be positioned centrally, preferably at the top of every document.

ROUP

e e 36

h d 8 888 1111 88 5517 r.com

roup is ocations Head Office), a, Guernsey, ano, Monaco, apore to Tokyo.

BUSINESS REVIEW 2014 JULIUS BAER GROUP

U00062EN OUP, 2014

For detailed information on the logo positioning go to: Intranet: Operation>Marketing>Corporate Design


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LOCAL DESCRIPTOR In exceptional circumstances the Julius Baer logo may appear with or without a translation of the name 'Bank Julius Baer', respectively 'Julius Baer'. The descriptors are available in the following languages:

Traditional Chinese version

Simplified Chinese version

Arabic version

Russian version

For detailed information on the local descriptors go to: Intranet: Operation>Marketing>Corporate Design


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TYPOGRAPHY Our brand typeface is Verlag Text. Using our typeface consistently across printed literature, online applications and Microsoft Office software will maintain the strength of our brand equity.

Print version (for creative agencies only)

VERLAG TEXT LIGHT VERLAG TEXT BOLD

Verlag Text Light Italic | Verlag Text Bold Italic

Office version

VERLAG OFFICE REGULAR VERLAG OFFICE BOLD

Verlag Office Regular Italic | Verlag Office Bold Italic

Primary typeface All main headings are set in upper case, centred, and given plenty of clear space for prominence. Body copy should always be set in sentence case and aligned-left. System typeface Where Verlag Text is unavailable the system typeface Arial should be used as an alternative.

For detailed information on typography go to: Intranet: Operation>Marketing>Corporate Design


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IUS BAER & CO. LTD. nhofstrasse 36 P.O. Box 8010 Zurich Switzerland e +41 (0) 58 888 1111 1 (0) 58 888 1122 .juliusbaer.com

TYPOGRAPHY EXAMPLES

Below are examples that demonstrate some of our typographic hierarchy.

REAL ESTATE FINANCING

Julius Baer Group present in over cations worldwide. urich (Head Office), ne, Geneva, Lausanne, , Lugano, St. Moritz, Frankfurt, Guernsey, Moscow to Singapore.

FLEXIBLE AND INDIVIDUAL SOLUTIONS

2010 Publ. No. 77EN US BAER & CO. LTD., 2014

Type legibility on photography When placing type over photography always ensure there is a clear area to maintain text legibility.

JULIUS BAER ASIA InSIghtS DECEMBER 2013

JULIUS BAER ASIA InSIghtS DECEMBER 2013

InVESTMEnT VIEW POLICy MATTErS In ASIA Introduction copy to be written Occumetur, quate dio et, solorpo rionsed min cuptat et faccusdae viducimus, apidi omnihil invellam.

Secular change is afoot Others see Japan as having embarked on real secular change that is a step to a much brighter future. Just what that future looks like is not possible to say, but there are clear signs of improvement, and these will not fade away.

Then in July 2013, an election at the House of Councillors resulted in a LDP victory, meaning control of both houses of the legislature, making it much easier for the government to implement policy. This rare set of circumstances has resulted in the most pro-growth government and pro-growth central bank in the region.

Chart 1: Fiscal reforms would address certain imbalances Fiscal revenue and outlays breakdown in China, in % 2013

The signs are so far good. CPI inflation in October was up 1.1% in October year-on-year, compared to an average monthly rate of zero over the past two decades. The past two quarters have seen real annualised quarter-on-quarter GDP growth of around 4%, compared to an average rate of 1% over the past two decades.

revenues

Expenditure 0

50

Central government

The Bank of Japan’s quantitative easing program has caused the yen to fall versus most other currencies, so industrial production is rising, while inventories are falling.

100

Local government

Source: Credit Suisse, Julius Baer

4

Jul 13

Jul 14

We believe that naysayers will be proved wrong on Japan.

Jan 15

One of those arrows is monetary policy, and in March, the new governor at the Bank of Japan raised the central bank’s inflation target from 1% to 2%, and introduced the world’s most aggressive quantitative easing programme, targeted to infuse $1.4 trillion into the economy by the end of next year.

Core inflation, y/y % change 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0 -0.5 -1.0

Jan 14

Views on Japan tend to be binary. Some see it as content to give up its pre-eminence in manufacturing, and survive gracefully as an ageing population. In their view, attempts to reignite the economy by new Prime Minister Shinzo Abe and new Bank of Japan governor Haruhiko Kuroda are, superficial and doomed to failure.

Chart 2: Still a long road ahead for inflation

Jul 12

Shinzo Abe campaigned on a 'without action, no growth' radical economic reform platform, called 'Three Arrows'.

The number of districts reporting rising land values is up from just 2% in 2010, to over half today. In September, Tokyo, Osaka and Nagoya all reported land price gains for the first time in five years, and several overseas private equity firms have launched Japan property funds. Corporate profits are up over 30% y/y, by far the best of the major economies of the world, and tax credits will be offered to those who increase wages, as a means to partially offset the rise in the consumer tax.

Jan 13

We are in the latter camp. Sometimes it is not fortuitous circumstance, but disaster and hard luck, which are catalysts for deep self-examination, and positive change.

Jan 12

Japan: the stand-out in asia With major US and European stock market indices up over 20% year-to-date, Asia looks decidedly dull, with no major index topping a double-digit return. That is, except one. The Tokyo Stock Price Index (TOPIX) is up approximately 40% in yen terms, and 25% in dollar terms.

Core CPI path consistent with BoJ’s targe Core CPI

In the past decade, the size of China’s economy has risen over 400% (by means of comparison, over the same period the US and European economies rose by 40%). Yet in the process of growing so quickly, China has seen a significant rise in the gap between rich and poor, and numerous other challenges. In our opinion, without serious reform, China remains an inexpensive, but low-quality, investment destination.

Source: UBS IB, Julius Baer

A general election will be held before Ap The BJP party has chosen as its prime m candidate the charismatic chief minister state. Opinion polls in impending electio states suggest the BJP will win them.

Gujarat is the epitome of success in Indi infrastructure, from power to transporta visibly superior to the rest of the country due to the 'can do' attitude of Mr Modi, been its chief minister since 2001.

But changes have been underway since the new leadership assumed power in November last year. Coal mines and steel mills are being shut down, mega projects of low economic value are being scrapped and the 'shadow banking system' is being reigned in.

Nevertheless at least some of that 'can d could spread to the rest of the country, i to replicate its blueprint.

The Third Plenum meeting of the Communist Party, has signalled a serious committment to tackling China’s challenges, including the fiscal imbalance between local and central governments.

In conclusion, India reminds us a little of looked like this time last year, with a leftand somewhat unpopular incumbent, an leaning, pro-business opposition.

India’s pivotal election A complicated political environment has impeded essential infrastructure in sectors like power and transportation and been a significant factor in the deceleration in India’s year-on-year GDP growth rate from an average of 8% to 4.4% in its most recent reading.

5

For detailed information on the typography go to: Intranet: Operation>Marketing>Corporate Design


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COLOUR

PRIMARY PALETTE Julius Baer Blue is our core brand colour. It is used in the Julius Baer logo, and acts as a consistent thread running through all of our brand material. PANTONE速 Reflex Blue CMYK C100, M89, Y0, K0 RGB R0, G20, B137 White is a very important part of our palette, and should be used generously across all our brand communications. RGB R255, G255, B255 Black is used for body copy, charts and diagrams and when single colour printing is required. CMYK C0, M0, Y0, K100 RGB R0, G0, B0 Used sparingly, Julius Baer Salmon reflects our heritage and adds a sophisticated quality to our communications. PANTONE速 719 CMYK C1, M15, Y26, K3* RGB R237, G200, B163 Proportions of use

For detailed information on the colour palette guidelines go to: Intranet: Operation>Marketing>Corporate Design


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COLOUR

SECONDARY PALETTE The secondary palette should be used to highlight and differentiate information within charts, graphs and infographics. The colours may also be used for inside front covers with the Purity Graphic, within editorial spreads and events materials. Julius Baer Persian Blue PANTONE® 314 CMYK C100, M5, Y14, K17 RGB R0, G127, B163 Julius Baer Mulberry Purple PANTONE® 7657 CMYK C47, M94, Y0, K36 RGB R110, G43, B98 Julius Baer Forest Green PANTONE® 327 CMYK C100, M2, Y60, K14 RGB R0, G134, B117 Julius Baer Carmine Red PANTONE® 7427 CMYK C8, M100, Y70, K33 RGB R151, G27, B47 Julius Baer Amber Yellow PANTONE® 131 CMYK C2, M39, Y100, K10 RGB R204, G138, B0 Proportions of use

For detailed information on the colour palette guidelines go to: Intranet:Operation>Marketing>Corporate Design


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COLOUR

TERTIARY PALETTE The tertiary palette should be used when there is not a sufficient number of tints from the primary and secondary palettes for a required chart or diagram. Julius Baer Stone is provided to create a neutral base for maps or other highly detailed infographics. Julius Baer Stone PANTONE速 314 CMYK C100, M5, Y14, K17 RGB R0, G127, B163 Julius Baer Green Smoke PANTONE速 444 CMYK C45, M16, Y25, K50 RGB R113, G124, B125 Julius Baer Violet Grey PANTONE速 327 CMYK C100, M2, Y60, K14 RGB R0, G134, B117

For detailed information on the colour palette guidelines go to: Intranet: Operation>Marketing>Corporate Design


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COLOUR

TINTS AND RGB VALUES Tints should only be used to accentuate information in charts, graphs and infographics. These may be used in 10% increments as shown here. We have provided the RGB values for each tint increment for on-screen use in applications such as PowerPoint速. For charts and diagrams, always ensure the tint increments contrast sufficiently when used as chart variables. Please see chart and diagram section for advice on preferred colour choices and contrasting tint increments.

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0/20/137

57/84/162

68/109/182

87/135/200

111/159/215

137/180/227

162/200/236

188/219/244

211/233/250

233/245/253

0/0/0

25/25/25

51/51/51

76/76/76

102/102/102

128/128/128

153/153/153

178/178/178

204/204/204 229/229/229

237/200/163

239/205/172

241/211/181

242/216/191

244/222/200 246/227/209

248/233/218

250/238/227

251/244/237

253/249/246

0/127/163

25/140/172

51/153/181

76/165/191

102/178/200

128/191/209

153/204/218

178/217/227

204/229/237

229/242/246

110/43/98

124/64/114

139/85/129

153/107/145

168/128/161

182/149/176

197/170/192

211/191/208

226/213/224

240/234/239

0/134/117

25/146/131

51/158/145

76/170/158

102/182/172

128/194/186

153/207/200

178/219/214

204/231/227

229/243/241

151/27/47

161/50/68

172/73/89

18295/109

193/118/130

203/141/151

213/164/172

224/187/193

234/209/213

245/232/234

204/138/0

209/150/25

214/161/51

219/173/76

224/185/102

229/186/128

235/208/153

240/220/178

245/232/204

250/243/229

176/170/126

184/178/139

192/187/152

200/195/165

208/204/178

215/212/190

223/221/203

231/229/216

239/238/229

247/246/242

113/124/125

127/137/138

141/150/151

156/163/164

170/176/177

184/189/190

198/203/203

212/216/216

227/229/229

241/242/242

123/100/105

136/115/120

149/131/135

163/146/150

126/162/165

189/177/180

202/193/195

215/208/210

229/224/225

242/239/240

Julius Baer Blue

Black

Julius Baer Salmon Julius Baer Persian Blue Julius Baer Mulberry Purple Julius Baer Forest Green Julius Baer Carmine Red Julius Baer Amber Yellow Julius Baer Stone Julius Baer Blue Grey Julius Baer Rich Purple

For detailed information on the colour palette guidelines go to: Intranet: Operation>Marketing>Corporate Design


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SALMON BAR Julius Baer Salmon is used sparingly to add a level of detail to our design style while reflecting our heritage and building on our existing brand equity. The Salmon colour is applied at 90% with an allowance of +5% to accommodate darker imagery.

BAER GROUP

ius Baer Group esent in over tions worldwide. ch (Head Office), rankfurt, Geneva, Hong Kong, London, onaco, Montevideo, ingapore to Tokyo.

ANNUAL REPORT 2013 JULIUS BAER GROUP LTD.

ad Office hofstrasse 36 P.O. Box 10 Zurich witzerland +41 (0) 58 888 1111 (0) 58 888 5517 uliusbaer.com

Always check on press.

ANNUAL REPORT 2013 JULIUS BAER GROUP LTD.

ubl. No. PU00064EN BAER GROUP, 2014

PowerPoint content pages Presentations, pitch book Opaque Salmon Bar line rule

MAIN TITLE HERE VERLAG TEXT LIGHT 24PT SUB TITLE HERE KEEP TO ONE LINE VL 16PT

Titles Verlag Bold 12pt Body copy Verlag Light 12pt lorem ipsum dolor sit amet adispicing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean nec purus vitae nulla rutrum dictum. Quisque feugiat tortor mi. Sed eu erat in sem condimentum interdum lorem ipsum dolor. • Bullets and body copy five column width option • Bullet two • B ullet three, Aenean nec purus vitae nulla rutrum dictum. Quisque feugiat tortor mi can run to two lines. • Bullet four • Bullet five

3

For detailed information on the usage of the Salmon Bar go to: Intranet: Operation>Marketing>Corporate Design


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PURITY GRAPHIC The Purity Graphic allows us to be more flexible across applications. It can be used instead of, or alongside imagery, or simply to bring richness and texture to any brand touchpoint. It may be applied as a band crop or a full-bleed version as shown here.

Full version ARTICLES OF INCORPORATION

CONTENTS 1.

Name, domicile and term of Company

2.

Object and purpose of Company

3.

Share capital

4.

Shares

5.

Subscription rights

2 2

2

5

7

8

6.

Debentures

7.

Organisation of the Company

8.

Shareholders’ Meeting

9.

Board of Directors

8

8

12

14

10. Statutory Auditors 11. Signatures on behalf of the Company

14

14

12. Annual accounts

14

13. Liquidation

14

14. Notices 15. Acknowledgment of the Articles of Incorporation 16. Intended acquisition of assets 16bis. Intended acquisition of assets

14 15

15

1

Band version (cropped) JULIUS BAER GROUP Head Office Bahnhofstrasse 36 P.O. Box 8010 Zurich Switzerland Telephone +41 (0) 58 888 1111 Fax +41 (0) 58 888 5517 www.juliusbaer.com

The Julius Baer Group is present in over 40 locations worldwide. From Zurich (Head Office), Dubai, Frankfurt, Geneva, Guernsey, Hong Kong, London, Lugano, Monaco, Montevideo, Moscow, Singapore to Tokyo.

ARTICLES OF INCORPORATION

JULIUS BAER GROUP LTD. AS OF 24 JANUARY 2013 Translation of the registered German version.

03.02.2014 Publ. No. PU00068EN © JULIUS BAER GROUP, 2014

For detailed information on the Purity Graphic go to: Intranet: Operation>Marketing>Corporate Design


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PURITY GRAPHIC The Fibonacci numbering system goes as follows: 1, 1, 2, 3, 5, 8, 13, 21 and on to infinity where each number is the sum of the previous two. This sequence appears everywhere in nature from the seeds of a sunflower to the petals of a rose. The elegant pattern enables us to have an ownable and distinctive asset that can be used to build recognition for Julius Baer.

Fibonacci pattern

The Purity Graphic

For detailed information on the Purity Graphic go to: Intranet: Operation>Marketing>Corporate Design


ansetzen

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PHOTOGRAPHY Our photography ensures we are distinctive, memorable and relevant. All our imagery shares a unified style treatment that aligns with our creative platform 'Purity' – we call it the 'Purity Filter'. Each image features a natural or enhanced light source. Images are bright, beautifully composed, considered and always dynamic and intriguing.

For information on the photography go to: Fordetailed more information: Intranet: Operation>Marketing>Corporate Julius Baer Brand Identity Guidelines,Design page 17


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PHOTOGRAPHY CATEGORIES

To ensure flexibility of choice and to make it easy to find the images you need, the Julius Baer image library has been organised into three clear categories: 1) Places 2) Objects 3) People Each of these categories has its own specific creative principles that support the overall brand photographic style.

1) Places

2) Objects

3) People

For detailed information on the photography go to: Intranet: Operation>Marketing>Corporate Design


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PHOTOGRAPHY PLACES

These images are designed to support the 'big picture' nature of Julius Baer publications. Photographs of places depict wide-angles, vistas, countryside, cityscapes and open spaces with plenty of white light. In this category images should: - Be clean, bold and graphic - Look like natural or 'real' scenes and spaces - Leave space for headlines, copy and content - Employ enhanced depth and perspective

For detailed information on the photography go to: Intranet: Operation>Marketing>Corporate Design


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PHOTOGRAPHY OBJECTS

Graphic and bold photographs of objects, which can include plants and animals, are a useful tool to convey the broad range of activities and themes we wish to communicate. In this category images should: - Focus completely on the image - Be flexible as whole or cropped images - Have enhanced depth and perspective

For detailed information on the photography go to: Intranet: Operation>Marketing>Corporate Design


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PHOTOGRAPHY PEOPLE

When depicting people and communities, we want to represent a fresh and positive perspective on everyday lives around the world. All feature a natural or enhanced light source to ensure the images reflect the Julius Baer photographic style. In this category images should: - Use reportage style - Focus on people - Use enhanced depth and perspective - Capture positive subjects and scenarios - Depict real people - Feel natural and spontaneous

For detailed information on the photography go to: Intranet: Operation>Marketing>Corporate Design


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PHOTOGRAPHY IMAGE LIBRARY

The new Bank Julius Baer image toolpark will be launched in June 2014 and will offer a selection of images in line with the new photography style. In the meantime, please go to the Corporate Design intranet website for images that we have made available to you. For more on images go to: Intranet: Operation>Marketing>Corporate Design as of June 2014: go to: http://bjb.toolpark.com/

DOCUMENT TITLE SUB–TITLE HERE January 2014 Name will be here

For detailed information on the image toolpark go to: Intranet: Operation>Marketing>Corporate Design


BRAND IDENTITY ELEMENTS

31

INFOGRAPHICS Iconography plays an important role in the Julius Baer identity. It is essential for wayfinding with signage, for navigation within digital media such as online, or within iOS or Android applications. In editorial publications, icons can be used as a way to designate sections or topics, e.g. Planet, Growth, People.

Iconography style

Positive and negative colour options

www.juliusbaer.com/infographics

For detailed information on the infographics go to: Intranet: Operation>Marketing>Corporate Design


BRAND IDENTITY ELEMENTS

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CHARTS AND DIAGRAMS A range of chart and diagram styles have been created to ensure consistency across all our brand communications. They need to convey information clearly and efficiently. All charts and diagrams must be flat with no 3-D effects. Using only Julius Baer colours, they should be easy to read at a glance and not be cluttered. See the following pages for examples of Julius Baer chart and diagram styles.

Charts and diagrams

Chart 1: Construction and real estate contributed 13% of Q1-Q3 2013 GDP 9.2% Farming, forestry, animal husbandry, fishery

15.8% Others 6.3% Real estate

38.5% Industry

6.8%

JYP bn

% weight

60

25

50

20

40

15

30

10

20

5

10

9.1% Wholesale and

Premium Ads

Promo Ads

retail trades

Source: National Bureau of Statistics of China, Julius Baer

Mobile weight

Source: Company data, Julius Baer

For detailed information on the charts and diagrams go to: Intranet: Operation>Marketing>Corporate Design

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

Q1FY11

5.5% Transport,

0 Q1FY11

0

Q1FY11

6.8% Financial intermediation 2.0% Hotel and catering services

Chart 4: The Japanese company continues to focus on pushing mobile adverts

Smartphone weight (%)


BRAND IDENTITY ELEMENTS

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TONE OF VOICE Bright, clear, candid and sophisticated These key attributes all point to a style that shows our audience we understand them. We recognise our clients are busy people who want concise information presented in an engaging way. Our approach respects their position and intelligence and our clients should feel comfortable that they are in good hands.

BRIGHT

Intelligent with a fresh perspective, optimistic, striking

CLEAR

Straightforward, succinct, comprehensible

CANDID

Authoritative, unhesitant, sincere, forthright, confident

SOPHISTICATED Worldly, refined, calm, modern

For detailed information on the tone of voice go to: Intranet: Operation>Marketing>Corporate Design


BRAND IDENTITY ELEMENTS

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CONTACTS For queries regarding any aspect of the Julius Baer brand identity and for approved artwork and imagery files, please contact the Brand Management Team at the following address. BANK JULIUS BAER AND CO. LTD. Brand Management Team Hohlstrasse 602 P.O. Box 8010 Zurich Switzerland Brand Management Team branding@juliusbaer.com


JULIUS BAER QUICK REFERENCE GUIDE

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THANK YOU For following these guidelines to continue to further strengthen and position Julius Baer.

For more information: Julius Baer Brand Identity Guidelines, page 17


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