Sea Ray Brand Guidelines

DEALER BRAND GUIDELINES

CONFIDENTIAL DO NOT DISTRIBUTE

Since 1959, the Sea Ray brand has stood for the best pleasure boat money can buy. More than that, our brand is a symbol of inspiration for those who desire to own a Sea Ray and an object of immense pride for those who currently do.

The following document is designed to help you understand our unique brand identity and ensure Sea Ray’s position as the preeminent brand of boat in the minds of the world’s most discerning enthusiasts.

S E A R AY D E A L E R BRAND GUIDELINES

OUR PROMISE

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The Sea Ray Brand Dealer Support

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OUR POSITIONING

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The Customer Mindset Tagline SPX Sundeck® SLX® Overnighter®/Weekender®/Sun Sport® Sundancer® Fly L-Class

OUR AESTHETIC

Color Palette Logo Typography Lifestyle Photography Product Photography Sea Ray Signature Frame

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10 14 16 18 20 22 24 26 28

3 32 34 40 42 44 52

OUR VOICE

How We Speak

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THE SEA RAY

B R A N D 1

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THE BOLDEST VISION

THE FINEST CRAFTSMANSHIP

Sea Ray invests in the most advanced engineering

Attuned to the preferences of today’s discerning

systems and develops the smartest new technologies

customer, Sea Ray builds on its rich heritage of

and designs to deliver next-wave products that

manufacturing expertise to deliver boats that delight

lead the industry into the future of boating.

aesthetically and perform beautifully.

• Next-Wave proprietary advancements

• Luxurious materials and a sophisticated design aesthetic

• Intelligent sourcing of ground-breaking marine technologies

• Most awarded boat brand ever

• Dynamic product introductions and thoughtful refreshments

• Veteran product development and manufacturing teams with decades of experience

For boating enthusiasts who never stop aspiring, Sea Ray offers a bold vision of what boating can be and brings that vision to life with the finest craftsmanship and an engaging ownership experience. Owners enjoy the satisfaction of achieving the well-lived life on the water.

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THE FULLEST LIFESTYLE

THE BEST SUPPORT

Sea Ray, its Owners Club and its dealers embrace

Sea Ray’s industry-leading customer service

owners with services, support and community-

operation supports a global network of dealers

enhancing events and excursions that build

hand-selected to ensure a worry-free ownership

camaraderie, simplify ownership, deepen bonds and

experience with minimal disruption.

enrich the boating experience in ways that no other brand can.

• A leader in number of “Top 100 Dealers”

• The most robust and rewarding owners club in boating

• The most CSI Awards in the recreational boating industry

• Online Community with news, conversation and 24/7 access to key boat info • Exclusive local and national events hosted year-round

6 O UR P RO M I S E

HOW THE SEA RAY BRAND SUPPORTS OUR DEALERS

D E AL E R S U P P ORT 7

Sea Ray enables each dealer to deliver the best possible boat ownership experience by collaborating with the dealer to identify key product attributes and to drive operational excellence: 1. The production of high-quality products that exceed expectations, consistently earning Customer Satisfaction Index Awards as measured by independent 3rd party surveys.

2. Marketing support that consistently portrays a prestigious and inspirational brand and enables the dealer to reach targeted consumers, available at no cost via marketing.searay.com and galleries.searay.com.

3. Collaboration with product design and engineering to ensure product relevancy.

4. Sales support that ensures the right mix of product on a market-by-market basis, with a dedicated sales & training team to ensure that your team is ready to sell Sea Ray. 5. Service support that provides accurate information quickly and creates innovative programs to enhance the service experience, including compassbbg.com.

6. Training that supports the correct message and helps the salesperson delineate the difference between Sea Ray and other brands. Visit training.searay.com.

7. Investment in customer loyalty through initiatives including the fully supported Sea Ray Owners Club Online Community, ownersclub.searay.com, Sea Ray Living magazine, and sponsorship of Owners Club events.

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2 OUR POSITIONING

10 O U R P O S I TI ONI NG

THE SEA RAY CUSTOMER MINDSET

OU R P OS I T I ON I N G 11

The most successful brands are the ones that are best-aligned with the values, needs and desires of their target customers. Sea Ray’s target customer segments fall largely within two key groups:

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IMAGE CONSCIOUS BOATERS

Image Conscious Boaters love to cruise on their boat and entertain their significant others, family and friends.

A professional-grade, cutting-edge and prestigious boat communicates to the world that they have arrived.

While they have owned boats in the past and consider themselves at an intermediate level, they expect superior service and prefer a trustworthy dealer who gives them the attention they deserve.

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BOATING DNA

Adventurous and active, Boating DNA Boaters consider boating as part of their identity. In fact, they live for boating, have for years, maybe even their entire lives.

They want a solid and reputable boat not because of how it makes them look but because of how it makes them feel—independent, confident and in control.

PURCHASE DRIVERS

PURCHASE DRIVERS

+ Cutting-Edge – A brand that is known for innovative products + Prestige – A brand with “social currency,” that tells others they only own the best + Professional – A brand that is consistently recommended by experts

+ Reliability – A brand that gives them peace of mind + Customization – A brand that is easy to customize and make one’s own + Reputability – A brand with a proven track record of excellence

All of our efforts from a marketing, branding and product development perspective should be geared towards strengthening the ties that attract and bind these two segments to the Sea Ray brand.

12 O UR P O S I TI ONI NG

Regardless of customer segment, all of our most loyal brand enthusiasts share some common characteristics: + Sea Ray owners are passionate, successful individuals who never stop aspiring. + They seek the best boat in the world because they consistently seek the best of themselves and of those around them. + Choosing a Sea Ray is as much an internal act of alignment with their personal values as it is a life-affirming statement they are proud to make aloud—a statement that we as a company are driven to fulfill and inspire.

OU R P OS I T I ON I N G 13

14 O U R P O S I TI ONI NG

HAPPINESS

HAS A RIPPLE EFFECT

OU R P OS I T I ON I N G 15

OUR TAGLINE Our tagline is like a rallying cry for the brand. It sets the mental stage and acts as shorthand for what we stand for and what our customers can expect from us. Sea Ray owners are nothing if not passionate—they recognize the inherent value of living each moment to the fullest and never shy from pursuing their dreams. In boating terms, “living” stands for the convergence of all five senses, each tingling with maximum sensation.

Sun, sky, water, laughter, comfort, camaraderie—these are the elements of enjoyment, and Sea Ray owners don’t hesitate to embrace them at full “launch” speed and with open arms.

That idea is expressed in our tagline: Launch into Living

16 O UR P O S I TI ONI NG

SPX

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For sporting enthusiasts who refuse to sacrifice style for affordability, who demand high performance matched by ease of use, the SPX series makes boating enjoyable by making the Sea Ray lifestyle accessible.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

Available sterndrive and outboard propulsion, cockpits among the largest in the category, remarkably convertible seating and social transom.

What stylistic features uniquely identify this brand?

Athletic Sea Ray curve and styling, expanded array of prominent and colorful graphics.

CUSTOMER INSIGHTS

What are the buying triggers?

SPX buyers are seeking great value with no tradeoffs required. For active families getting into boating, SPX is a fresh, competitively priced entry-level bowrider offering next-generation Sea Ray style and performance. Convenient options packages make the purchase decision easier.

How do they use it?

SPX owners rely on their boat to perform safely and easily, with the propulsion system (I/O and O/B) that best suits their environment.

For watersports or cruising, the Sea Ray SPX offers plenty of seating and storage for a large group and all their gear.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

The Sea Ray SPX is an athletic bowrider that provides access to the Sea Ray brand family with cutting-edge styling and smart use of space that set the tone for larger models.

How do we compete?

The Sea Ray SPX is a stylish, athletic product that provides access to the world’s largest dealer network; is capable of delivering agility and ease for active consumers; and boasts superior fit and finish, marked spaciousness and eye-catching aesthetics.

Key Selling Points: • Four all-inclusive Options Packages (Captain’s, Select, Elevation, All-Sport) allow for easy customization • Command-centric helm with swivel bucket seat • Versatile cockpit seating • Spacious bow with durable upholstery • Standard integrated full-beam swim platform and four-step ladder • Sterndrive and Outboard models available with premium MerCruiser® or Mercury® Verado® power options Suggested Taglines: Highly customizable. Extremely affordable. Thoroughly Sea Ray. Accessible meets admirable.

Your all-access pass to the well-lived life.

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SUNDECK 速

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For the active family seeking a crowd-pleasing, premium watercraft, the Sundeck epitomizes fun and socializing capabilities, because only the Sundeck delivers a spacious, durable and stylish runabout that’s easy to use with bow and stern access for the entire family.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

Bow ladder, walk-through transom, head, sink, extended swim platform, lower and flatter bow for boarding ladder access, storage, flow from aft to bow, deep and roomy bow, curved seating in bow for additional floor space, cockpit/bow tables. Multiple propulsion systems offered to address specific market needs.

What stylistic features uniquely identify this brand?

Sea Ray curve and styling, lower and flatter bow for boarding ladder access. Helm/gauge design, seating optimized for socializing.

CUSTOMER INSIGHTS

What are the buying triggers?

Buyers choose Sundeck as their families and their circle of friends grow. They need a boat that will both accommodate everyone, as well as one that reflects their professional accomplishments.

How do they use it?

Sundeck owners spend their days tubing and their nights cruising.

With enough storage to handle all the gear, and well appointed amenities that provide lasting comfort, Sundeck keeps the family out longer and playing harder.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

The Sundeck offers families all of the benefits of a deck boat while taking design cues from other bow riders within the Sea Ray portfolio.

The result is a sleek watercraft with a spacious floor plan and enough amenities to keep boaters on the water all day long.

How do we compete?

The Sea Ray Sundeck provides a more attractive option to traditional deckboats with Sea Ray quality fit and finish.

Key Selling Points: • Open floor plan and convertible seating encourage all-day socializing • Upscale vinyl upholstery options with diamond-stitched pattern • Standard extended swim platform with available manual submersible swim step • Stereo with wireless Bluetooth™ Suggested Taglines: So much space in which to get closer.

Deck boats as beautiful as they are spacious.

• SmartCraft® Diagnostics with custom Sea Ray back-lit instrumentation and night lighting • Huge sunpad converts to comfortable lounge • Optional forward-sweeping watersports tower • Enclosed head with vanity on larger models • Sterndrive and Outboard models available with premium MerCruiser® or Mercury® Verado® power options

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SLX 速

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Performance, luxury, innovation, power: Sea Ray calibrates these for maximum impact in the SLX line of luxury sport boats. Through technological advances that instill pride and confidence, and design choices that ensure comfort and contentment, the SLX demonstrates Orchestrated Excellence.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

The SLX’s seductive line and the walk-through transom provides easy access to full-feature helms and spacious cockpits. High-quality stainless hardware, rich upholstery, six full-length strakes and deep bows enhance performance and versatility.

What stylistic features uniquely identify this brand?

The SLX is distinguished by its high-end finishing touches inspired by classic boats as well as its sophisticated and subtle color palette.

CUSTOMER INSIGHTS

What are the buying triggers?

The SLX is the insignia of the accomplished professional. This customer is driven by the finer things in life; high-end design, attention to detail and amazing fit and finish. SLX owners buy when it’s time to treat themselves to the boat they’ve always wanted.

How do they use it?

The SLX is the final component of the total package, and often accompanies a second home. Although SLX owners use their boats for watersports, it’s ultimately about flexibility and style. SLX owners enjoy the flexibility afforded to them by the deep vee-hull design and full-length strakes. This allows them to perform in a variety of water conditions whether it’s slowly cruising the lake, entertaining their guests or heading out for a thrilling ride at top speed.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

The Sea Ray SLX is the most well-appointed runabout you can find on the water. The SLX is also the starting place for many signature Sea Ray design cues. The result is a boat that brings signature Sea Ray DNA to smaller inland boating communities.

How do we compete?

The Sea Ray SLX sets the standard for the industry. As the SLX evolves, the industry follows. When it comes to fit and finish, the SLX is surpassed by few and envied by all.

Key Selling Points: • Available Dynamic Running Surface™ and proprietary Quiet Ride™ systems for remarkable stability and dramatically reduced engine noise and vibration • Mercury’s SmartCraft DTS system for effortless command and responsiveness • Seating features stylish contrast stitching and thick, multi-density foam

• Rockford Fosgate® stereo system and optional wetbar for onboard entertaining • Oversized Bimini or available PowerTower • Available Dynamic Display touchscreen interface for seamless vessel control • Available Submersible Hydraulic Swim Platform

Suggested Taglines: Orchestrated Excellence. Excellence is a Product of Intention. Joy without limits.

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OVERNIGHTER 速, WEEKENDER 速 & SUN SPORT 速

OU R P OS I T I ON I N G 23

Tailored to the European and International markets, the Sea Ray Overnighter, Weekender and Sunsport are the boats of choice, because only Sea Ray delivers a runabout with superior craftsmanship and a well-appointed cabin designed to duck out of surf and sun or escape for an overnight getaway.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

Cuddy cabin flexibility, extended swim platform.

What stylistic features uniquely identify this brand?

Sleek design, manageable size for overnight trips.

CUSTOMER INSIGHTS

What are the buying triggers?

Boaters buy cuddy cabins for safety, security and freedom. Typically there are two groups of people looking for this: families with young children or older couples who want to use their boats to explore.

How do they use it?

The cabin provides the perfect place to get out of the sun during longer excursions, and is also the perfect place to put the kids when the weather doesn’t cooperate. Cuddies can be seen parked in secluded coves and bays, or heading out for weekend voyages up the river or across the lake.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

These boats allow for extended stays on the water without impacting the Sport Cruiser category. The boats are manageable in size, well appointed, and easy to use.

How do we compete?

The fit and finish of Sea Ray cuddies far surpasses the competition. Berths are nicely appointed and adequate for a weekend stay once you’ve found the perfect place to drop anchor.

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SUNDANCER 速

OU R P OS I T I ON I N G 25

For the accomplished boating enthusiast who never stops aspiring, only Sundancer offers elegant styling and performance in a long-range watercraft designed for socializing, a brand recognized the world over as a hallmark of achievement, and a range of products they can trade into along their own upward life journey.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

Superb performance and handling, exquisite craftsmanship and innovative technology. Spacious, usable cockpit, large galleys and heads, oversized V-berths, oversized master staterooms. Larger models in particular are light and airy.

What stylistic features uniquely identify this brand?

Distinctive sweeping profile, designer inspired cabins, rich woods, stainless fixtures, neutral fabrics with bold accent pieces.

Custom-crafted options are available.

CUSTOMER INSIGHTS

What are the buying triggers?

Sundancer owners graduate from one size to the next. They purchase boats for a variety of reasons. They buy to keep up with their friends. They buy because a new model came out. They buy because they can. They buy to satisfy themselves. They enter the market to communicate to the world and their friends that they have arrived. But most of all they love to be seen on the stylish and elegant Sundancer.

How do they use it?

Sundancers are boats for socializing and entertaining. Although they are comfortable and substantial enough for long trips, once the Sundancer owner arrives at a destination, they drop anchor and settle in. Flotillas made up of multiple Sundancers are common sights and a welcome sign to any Sea Ray owner.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

The Sundancer is the heart and soul of the Sea Ray portfolio. It extends through nearly the entire portfolio from sport cruiser to yacht, and gives the enthusiast a single sub-brand they can “trade up” throughout their boating life-cycle.

How do we compete?

Sundancers are known the world over for being exceptionally built and appointed watercraft that can be customized to the desires of any buyer. Sundancers represent the best that Sea Ray has to offer and the best that boating has to offer.

Key Selling Points: • Available Axius® joystick control and Zeus® drives enhance docking capabilities • Large, open cockpit layouts with abundant seating • Incredible livability with expansive master suites and guest accommodations Suggested Taglines: Iconic for a reason. Welcome Home.

• Luxurious cabinetry, flooring and textiles • Oversized hull windows maximize interior natural light • Large, extended swim platform with Hydraulic Swim Step available on newer models

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FLY

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For the discerning “captain” who values control and a visceral connection to sun, sea and surf, the Fly is true oceangoing luxury, because only the Sea Ray Fly offers the transformative ability to power through open waters as well as accommodations that are stylish and considered enough to arrive in a class of one’s own.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

Outstanding ride and sea-keeping abilities, finely crafted details, comfortable and spacious. The social fly bridge adds opportunity to connect with nature and guests.

What stylistic features uniquely identify this brand?

Expansive Flybridge with multiple social zones. Open, airy and full of natural light, the Fly models also feature designer inspired cabins, rich woods, stainless fixtures, and neutral fabrics with bold accent pieces.

Custom-crafted options are available.

CUSTOMER INSIGHTS

What are the buying triggers?

Fly buyers demand a vessel with superior sea-keeping ability and a commanding view from the helm. The Fly allows boaters to go farther in more challenging conditions and to do so in style and comfort.

How do they use it?

Fly owners use their boats for entertaining and for travel, and often at the same time. Whether it’s a couples weekend, an afternoon of cruising or a week at sea, the Fly helps owners appreciate the journey, not just the destination.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

The Fly complements the Sundancer in the yacht category by providing an option geared more toward longer trips in open water and a second helm above the main cabin that self-identifying “captains” desire.

How do we compete?

Sea Ray Fly is the only bridge boat that offers complete control, power, and most importantly comfort in a single vessel.

Other bridge boats may boast one or two of these facets, but only the Fly comes complete with Sea Ray fit and finish.

It’s a difference the experienced eye will notice, and the discerning captain will cherish.

Key Selling Points: • Expansive, social flybridge layout with amenities for entertaining • Available hardtop with enclosure and air conditioning • Axius® joystick docking system Suggested Taglines: Elevate your boating experience.

Yachting, elevated.

• • • •

Trendsetting interior with elegant colors and textures Large hullside windows allow for abundant natural light Hydraulic swim platform with integrated steps Superior Cummins® V-Drive propulsion

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L-CLASS

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Every square inch of an L-Class yacht is designed with one purpose: to achieve the perfect balance of style and substance. Signature Sea Ray craftsmanship combines with commanding performance, brilliant aesthetics and superior livability. L-Class takes Sea Ray’s steadfast “below-the-waterline” capabilities and raises the bar on how better yachting is experienced. This is luxury with soul, with might, with beauty. This is inspired luxury.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand?

Incredibly smooth and effortless performance, precise handling, luxury detailing, premium comfort and wide-open, airy spaces.

What stylistic features uniquely identify this brand?

L-Class yachts feature multiple social zones with seamless transitions between each space. Luxury is incorporated in the smallest details: premium stitching, sculpted edges, plush upholstery, rich cabinetry and brilliant fixtures. Custom-crafted options are available.

CUSTOMER INSIGHTS

What are the buying triggers?

L-Class buyers demand the sophistication and comfort of a large yacht, with exceptional performance to take them far. They expect every detail to be hand-selected and purposeful to reflect the lifestyles they lead on land.

How do they use it?

L-Class owners use their yachts for entertaining and for travel, and often at the same time. They revel in the experience of being with family and friends in a comfortable and stylish setting. Control and confidence at the helm is also key.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio?

The “L” in L-Class stands for “luxury,” and the brand represents the pinnacle of Sea Ray’s artform. These refined yachts are geared

toward longer trips in open water, with a spacious, light-filled interior and built-in comfort delivering the feeling of home.

How do we compete?

In addition to refined luxury and modern design sensibilities, Sea Ray’s L-Class delivers a level of trust that can only come from being part of a legacy brand. Discerning yachtsmen will appreciate the confidence and reliability inherent in Sea Ray’s craftsmanship, while reveling in the gorgeous profile and sophisticated details of the L-Class.

Key Selling Points: • Highly social bridge with sophisticated helm station and multiple areas to congregate (Fly Models) • Multiple staterooms for overnighting • Integral hydraulic swim platform with concealed swim ladder Suggested Taglines: Inspired Luxury True Performance in Service of True Luxury There Are No Little Things Luxury that moves you

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Expansive hullside windows for abundant natural light Inviting cockpit seating and wet bar for meals al fresco Modern rainshower in the master head Superior propulsion courtesy of twin Caterpillar® diesel engines or triple diesel Cummins® Zeus® Drives

BRAND STANDARDS

Refer to the L-Class Brand Standards, available on marketing.searay.com, for style guidelines and logo usage instructions specific to the L-Class.

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32 O UR A E S TH ETI C

COLOR PALETTE

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Sea Ray’s primary color scheme is Silver/Gray and White, and should be used a majority of the time. The accent color Orange should be used sparingly, most often as a way to emphasize a particular word or detail. Sea Foam and Brown are only to be used when Orange would clash visually, or in special cases when Silver/Gray doesn’t suffice.

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1. WHITE

C 00 M 00 Y 00 K 00 R 255 G 255 B 255 2. SILVER / GRAY

PMS C 877 OR PMS U 877 OR PMS C COOL GRAY 7 PMS U COOL GRAY 6 C 22 M 15 Y 11 K 32 R 154 G 155 B 156 3. ORANGE

PMS C Orange 158 PMS U Orange 158 C 02 M 66 Y 100 K 00 R 229 G 118 B 34

4. GRAY

PMS C COOL GRAY8 PMS U COOL GRAY 7 C 22 M 15 Y 11 K 50 R 116 G 120 B 127 5. SEA FOAM

PMS C 317 PMS U 317 C 25 M 00 Y 10 K 00 R 187 G 231 B 230 6. BROWN

PMS C 476 PMS U 476 C 32 M 67 Y 63 K 78 R 76 G 51 B 39

A / PRIMARY

As 4-color photography is our primary way to express the Sea Ray brand, imagery is truly our primary color palette.

Two neutrals — silver and white — complement the vibrancy of our photography and add sophistication and elegance. Sea Ray Orange—when appropriately applied—brings a shot of energy that breathes new life in to our palette. Orange should be used with restraint, making sure it doesn’t overwhelm any application and become gaudy.

Note that when silver cannot be used, substitute gray as specified in the chart to the left.

B / SECONDARY To be used sparingly as accents, mainly in typography. The darker gray should be used for back ground colors to help reverse type stand out.

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LOGO

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A / PRIMARY As 4-color photography is our primary way to express the Sea Ray brand, the logo will more often than not appear in white — or reversed out of the image. It is critical that there is enough tone and contrast in the image so that our logo is easily readable.

The Sea Ray tagline, “Launch Into Living”, should generally be omitted from the logo. It is sometimes appropriate for use in brand-level materials that may be a customer’s first interaction with the brand, or that have a particularly long shelf-life, such as print advertisements or full-line brochures.

B / SECONDARY

In cases where a logo is not being used in conjunction with an image, we recommend using either black or our primary silver color. If printing metallic ink is not an option, the silver may be substituted for Sea Ray gray.

DO NOT USE Our dimensional, platinum and gold logos were used in the past to add richness and depth to our communications. But dimensionalized, metallic logos have become ubiquitous and passé in our industry. In an effort to separate Sea Ray from our competitors, we will no longer use the metallic versions of the logo.

Our new approach to imagery is key to bringing richness and life to our brand.

VISIT: marketing.searay.com to access the proper logo files.

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LOGO PLACEMENT

B

B

B

A

O U R AE S T H E T I C 37

A / PREFERRED

Centering the logo at the bottom of the frame is the preferred placement.

B / SECONDARY The logo can also be placed in the lower left or upper right hand corner. In some cases, centering the logo vertically and horizontally is acceptable as well.

DO NOT place the logo in the same corner as the wave element in our signature frame.

Visit marketing.searay.com to download letterhead with the Sea Ray logo and frame.

38 O U R A E S TH E TI C

DO NOT:

USE DIFFERENT COLORS WITHIN THE LOGO The Sea Ray word mark and wave should always be a consistent color throughout.

Do not make the wave a different color than the words, for example.

OMIT THE SEA RAY WAVE The Sea Ray word mark and wave should appear together at all times in marketing applications. The Sea Ray word mark can only appear on its own when used on our products.

PAST SEA RAY LOGOS Past versions of our logo, including our dimensionalized platinum and gold logos and the teal-green wave logo, have been phased out. Please do not use these retired versions.

OUR AE S T H E T I C 39

PRINT THE LOGO IN A SECONDARY COLOR The Sea Ray logo should only be printed in colors from the primary palette. In some cases, black is also acceptable. For unique situations requiring another color, please consult with Sea Ray’s Marketing department.

USE THE PRODUCT BADGE The Sea Ray “Badge” that appears on the boats is for product only. It is not for marketing use.

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Klavika ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 0123456789 Klavika Light / Klavika Light Italic / Klavika Light Condensed Klavika Regular / Klavika Regular Italic / Klavika Regular Condensed Klavika Medium / Klavika Medium Italic / Klavika Medium Condensed Klavika Bold / Klavika Bold Italic / Klavika Bold Condensed

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TYPOGRAPHY Sea Ray is a premium, luxury brand. Our typography should reflect these qualities. Like our imagery, Sea Ray typography is sophisticated, elegant and fun. Never stodgy or stiff, our typography doesn’t just support our brand, it brings our voice to life in ways that are distinctly Sea Ray.

Klavika is a full-featured, do-it-all sans serif font that feels both engineered and approachable at the same time. Klavika’s crisp and open shapes keep the font legible in small sizes while the straight-sided characters solidly anchor headlines and display work. It’s an unadorned, modern font whose depth of weights and cuts make it infinitely flexible.

Uses: + Body copy + Subhead + Headline Verdana is the suggested replacement font for email communications or wherever Klavika is not an option.

The Klavika font package is available for purchase at processtypefoundary.com/. If you would prefer not to license this font, Verdana is the widely available replacement font suggested for email and other communications. .

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LIFESTYLE PHOTOGRAPHY Sea Ray imagery tells a story through moment-driven photography. Never contrived, always aspirational, these are not just pictures of a boat—but images that evoke the essence and emotion that are central to the Sea Ray boating experience and define what it means to “Launch into Living.”

To access Sea Ray’s vast collection of product, event and lifestyle photography: • Visit galleries.searay.com • Locate your desired image(s) • Click downward pointing arrow below the photo for an immediate high-resolution download • No login or purchase necessary!

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PRODUCT PHOTOGRAPHY Sea Ray has set the standard for luxury, engineering and innovation in power boats. Never commonplace, always aspirational, our imagery should elevate our product to match the elegance and luxury of what it means to launch into living.

To access Sea Ray’s vast collection of product, event and lifestyle photography: • Visit galleries.searay.com • Locate your desired image(s) • Click downward pointing arrow below the photo for an immediate high-resolution download • No login or purchase necessary!

46 O U R A E S TH E TI C

+ Whether a boat is stationary or moving, the angle of the image should showcase its length and signature design features.

O U R AE S T H E T I C 47

+ Be conscious of light and how it can bring drama to the boat and the environment.

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+ Use contrast of scale to your advantage. Pull back and let the viewer feel the freedom of open waters.

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+ Macro shots highlight the craftsmanship and detail that separate Sea Ray from our competitors.

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+ Interior imagery should feel rich and elegant. Styling should be simple, adding elements of lifestyle and color where necessary. Lighting should be clean and modern. All these elements work together to make our interiors feel large, open and luxurious.

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52 O U R A E S TH E TI C

EXCEPTIONA ENHANCED

THE MOST AWARDED

BOAT BRAND EVER

ON ALL

SEE Y

ON ALL 2015 CRUISE

OU R AE S T H E T I C 53

SIGNATURE FRAME Just as Sea Ray boats have a distinctive form, we’ve created a frame for our imagery that also distinctive. The Sea Ray Signature Frame uses the curve of our logo to create a unique frame that makes every image undeniably Sea Ray. This is especially helpful in owning imagery that does not show a Sea Ray boat exterior or interior.

The curve from the Sea Ray icon defines the Sea Ray Signature Frame.

54 O UR A E S TH ETI C

EXAMPLE APPLICATION

Introducing the new 400 Sundancer: A beautiful way out.

Whether your days are filled with schemers, sharks or middle managers, it’s good to know your getaway plan is foolproof.

Sea Ray 400 Sundancer Ad PMY Magazine November 2015 | 17.25 x 10.875 1017-2015161

♦

EXIT STRATEGY The Sea Ray 400 Sundancer makes for quick escapes with effortless performance and natural ease. Lay low in high style with sophisticated finishes, expansive social zones and two gracious staterooms to accommodate you and your crew.

Or just you. Get away clean and resurface with style.

WWW.SEARAY.COM

161_SeaRayAd_400AD_PMY.indd 1

11/19/15 10:45 AM

EXCEPTIONAL COVERAGE FOR ENHANCED PEACE OF MIND.

THE MOST AWARDED

BOAT BRAND EVER

EXCEPTIONAL BOATS. INCREDIBLE SAVINGS. LIMITED TIME. Here’s a resolution you’ll want to keep: This year, resolve to bring home the Sea Ray of your dreams.

With huge savings on new models across the lineup, now is the time to launch your boating future.

ON ALL 2015 SPORT BOATS

www.searay.com

www.searay.com SEE YOUR SEA RAY DEALER FOR DETAILS

TABLE TENT: 8" x 10"

POSTER: 24" x 36"

ON ALL 2015 CRUISERS, SPORT YACHTS AND YACHTS

Ask your Sales Representative for all the details.

www.searay.com

OU R AE S T H E T I C 55

Show restraint in using the frame.

Not every photo needs to be contained in our signature frame.

A / In a primary application such as a print ad or catalog cover,

it is recommended to inset the entire frame so that a white border appears all around the image. The width of the border should find a balance between being elegant yet substantial enough to adequately frame the image.

B / There is no set measurement for the thickness of the

border, but across applications, there should be a visual consistency in the frame width.

The example (left) shows a poster and postcard from the same campaign. Note that while the two applications are very different sizes, the impression is that the white borders are visually (not mathematically) the same.

56 O UR A E S TH ETI C

EXAMPLE APPLICATION

#SeaRaySummer #SeaRaySummer

A / PINSTRIPE

When using the pinstripe frame for typography, it is recommended to inset the entire frame so that a white border appears between the frame edge and the edge of the application.

#SeaRaySummer B / COLOR FIELD

#SeaRaySummer #SeaRaySummer #SeaRaySummer

When using the frame for typography in a color field, it is recommended to inset the entire frame so that a white border appears between the frame edge and the edge of the application.

OU R AE S T H E T I C 57

DO NOT:

DISTORT THE FRAME CURVES When adjusting the frame, do not simply stretch the frame as the curves will become distorted.

♦

BONDING AGENT Meet the accessible, adaptable new 21 SPX Outboard.

Sea Ray’s new SPX family of sporty and affordable runabouts makes it easier than ever to connect with the outdoors—and with each other. Enjoy stylish graphics, comfortable seating and loads of onboard space. Reliable Mercury® outboard power expands your boating horizons, while convenient options like the Allsport Package encourage big fishing adventures. Sure, there’s plenty of room to spread out. And yet somehow you’ll wind up getting closer.

WWW.SEARAY.COM

FLIP THE FRAME The curved corners of the Sea Ray Signature Frame should always fall in the upper left and lower right hand corners.

♦

BONDING AGENT Meet the accessible, adaptable new 21 SPX Outboard.

Sea Ray’s new SPX family of sporty and affordable runabouts makes it easier than ever to connect with the outdoors—and with each other. Enjoy stylish graphics, comfortable seating and loads of onboard space. Reliable Mercury® outboard power expands your boating horizons, while convenient options like the Allsport Package encourage big fishing adventures. Sure, there’s plenty of room to spread out. And yet somehow you’ll wind up getting closer.

WWW.SEARAY.COM

58

59

CH.

5 OUR VOICE

60 O U R VO I C E

HOW WE SPEAK At Sea Ray, we want to distinguish ourselves in a “me-too” market by projecting a premium positioning—not just premium pricing, but a premium experience and a premium expression.

That requires thoughtful choices in the way we speak and the ideas we emphasize.

OU R VOI C E 61

The Sea Ray point of view always comes across as cool, casual and confident. Like we know something, and maybe live the lives, that others would love to know more about. And while the Sea Ray lifestyle may be one worthy of envy, we’re also very careful to make sure that it never comes across as being boastful. Rather, we’re just floating a few key observations out there from a life well lived.

DO:

DO NOT:

+ Consider the brand first. Ask,

+ Lead with pricing as a value

“Does this message tell the world what we stand for and believe in?”

+ Think in terms of our customers’ aspirations and dreams, and how they’re motivated emotionally, not just rationally.

proposition. Pricing as a promotional lever is valuable, but creating a short-term customer impression of “getting a deal” is not as valuable as a lasting impression of “gaining the right brand.”

+ Overemphasize features and benefits. Sure, we’re proud of what we put into our boats, but those tend to be baseline expectations. Aim higher.

+ Assume advertising is the only point of interaction and influence we have with prospective Sea Ray owners. Ads and promotions don’t have to say everything, just the right things.

62

WE’RE COUNTING ON YOU. For all of us, there’s never been a more important time to understand, express and live the Sea Ray brand. It’s crucial that we treat our brand with passion, integrity, innovation and consistent excellence. It starts in these pages. Learn it. Commit to it. Communicate it.

QUESTIONS? Contact marketing@searay.com

DOWNLOAD ASSETS Dealers should visit marketing.searay.com to download approved Sea Ray logos, fonts, images and marketing materials. If you are unable to download from the site, please contact Natalie Kelly at (865) 582-2401 or Natalie.Kelly@searay.com for information on how to access Sea Ray-approved brand resources.

L AU N C H I N T O L I V I N G

S E A R A Y B O A T S , 8 0 0 S . G A Y S T R E E T, S U I T E 1 2 0 0 , K N O X V I L L E , T N 3 7 9 2 9 Note: All contents herein are the property of Brunswick Corporation and Sea Ray Boats, Inc. Duplication or distribution is prohibited without prior written approval.

2016 Š Sea Ray Boats