Lawton Brand Guidelines | Abbreviated

BRAND GUIDELINES | ABBREVIATED

LOGO

PRIMARY

SECONDARY

STRAPLINE

Logo on light background There are three versions of the logo; primary, secondary and strapline. Using the correct exclusion zone around the logo is essential and these rules should be adhered to at all times. The exclusion zone around the logo is half the width of the roundal. The logo should never bleed over the edge of a page, and other graphic and textual items should never appear over the logo and vice versa.

01

BRAND GUIDELINES | ABBREVIATED

LOGO

PRIMARY

SECONDARY

STRAPLINE

Logo on dark background When required, the logo text may also appear whiteout on a black background.

02

BRAND GUIDELINES | ABBREVIATED

LOGO

ROUNDAL ON WHITE

Roundal on light background The roundal logo says ‘Lawton Tubes’ quickly. It can be used within brochures and company collateral once the full Lawton Tubes brand has already been introduced.

The roundal can be used as a reminder of the brand, or as a sign-off, and works well when the company strapline ‘The nations copper specialists’ is alongside it.

03

BRAND GUIDELINES | ABBREVIATED

LOGO

ROUNDAL ON BLACK

ROUNDAL ON COPPER

Roundal on dark background When required, the logo may also appear on black backgrounds, in full colour.

When used on a copper background, it must be white-out.

04

BRAND GUIDELINES | ABBREVIATED

LOGO

PLUMBING

ACR

MEDICAL

ENGINEERING

Sub-brand logos on light background There are four Lawton sub-brands that cover the four distinct business sectors in which we operate. We have different teams for the different sectors and our offices are colour-coded accordingly.

05

BRAND GUIDELINES | ABBREVIATED

LOGO

PLUMBING

ACR

MEDICAL

ENGINEERING

Sub-brand logos on dark background When required, the logo may also appear on black backgrounds, with the ‘Lawton’ logo text white-out.

06

BRAND GUIDELINES | ABBREVIATED

TYPOGRAPHY HEIRACHY

TITLES

DIN Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SUBTITLES | 100% BLACK

HIGHLIGHT 1 | ALL CAPS | COPPER

DIN Medium ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

DIN Medium ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890

BODY COPY | 90% BLACK

HIGHLIGHT 2 | ALL CAPS | 60% BLACK

DIN Regular

DIN Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

07

BRAND GUIDELINES | ABBREVIATED

TYPOGRAPHY HEIRACHY

TITLES

DIN Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SUBTITLES | 100% BLACK

HIGHLIGHT 1 | ALL CAPS | COPPER

DIN Medium ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

DIN Medium ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890

BODY COPY | 90% BLACK

HIGHLIGHT 2 | ALL CAPS | 60% BLACK

DIN Regular

DIN Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

08

BRAND GUIDELINES | ABBREVIATED

COLOUR PALLETTE

Primary COPPER

DARK COPPER

Print: C0 M50 Y75 K0

Print: C0 M50 Y75 K0

Web: #F3954A

Web: #CF5208

COPPER GRADIENT 90O angle vertical gradient of the two coppers above

RICH BLACK

BLACK

Print: C25 M25 Y25 K100

Print: C0 M0 Y0 K100

Web: #000000

Web: #000000

95% BLACK

60% BLACK

Print: C0 M0 Y0 K95

Print: C0 M0 Y0 K60

Web: #282727

Web: #878787

5% BLACK Print: C0 M0 Y0 K8 Web: #F0F0F0

Secondary

09

PUMBING | CYAN

ACR | GREEN

Print: C70 M0 Y0 K0

Print: C50 M00 Y100 K0

Web: #0BBBEF

Web: #95C11F

MEDICAL | RED

ENGINEERING | MAGENTA

Print: C0 M100 Y100 K0

Print: C20 M100 Y0 K0

Web: #E30613

Web: #C7017F

BRAND GUIDELINES | ABBREVIATED

BRAND KEY MESSAGE

Lawton Tubes is a fourth-generation family-owned business and the UK’s leading independent copper specialist. Priding themselves on their family values, Lawton Tubes are committed to treating their staff and customers with respect.

As global technical experts in their field, Lawton Tubes provides stock and bespoke copper products for plumbing, ACR, medical and engineering applications.

PUMBING | ACR | MEDICAL | ENGINEERING

10

BRAND GUIDELINES | ABBREVIATED

The UK’s leading copper specialists with global reach.

PUMBING | ACR | MEDICAL | ENGINEERING

11

BRAND GUIDELINES | ABBREVIATED

12

BRAND GUIDELINES | ABBREVIATED

The UK’s leading copper specialists with global reach.

PLUMBING TUBES & FITTINGS

13

BRAND GUIDELINES | ABBREVIATED

14

BRAND GUIDELINES | ABBREVIATED

The UK’s leading copper specialists with global reach.

AIR CONDITIONING AND REFRIGERATION TUBES & FITTINGS

15

BRAND GUIDELINES | ABBREVIATED

16

BRAND GUIDELINES | ABBREVIATED

The UK’s leading copper specialists with global reach.

MEDICAL GAS TUBES & FITTINGS

17

BRAND GUIDELINES | ABBREVIATED

18

BRAND GUIDELINES | ABBREVIATED

The UK’s leading copper specialists with global reach.

ENGINEERING CONSULTANCY, SOLUTIONS AND APPLICATIONS

19

BRAND GUIDELINES | ABBREVIATED

20

BRAND GUIDELINES | ABBREVIATED

VALUE PROPOSITION

Introduction Lawton Tubes is a fourth-generation family-owned business with global reach.

Established in 1918 and still based in Coventry to this day, Lawton Tubes manufacture and supply copper into the plumbing, ACR, medical and engineering sectors.

As the UK’s leading independent copper specialist, Lawton Tubes are the technical experts in their field.

With stable share in the UK plumbing and ACR market, Lawton Tubes are now looking to expand their medical and engineering business sectors in the UK and internationally.

Each of the 4 business sectors has its own challenges and objectives and they need to be catering for a wide variety of customers, from individual traders to national chains.

Lawton Tubes is not a faceless corporate. They act and run their business like a family, looking after their employees and their customers. Compared to their largest competitor, their customer service is exceptional.

With a broad portfolio of stocked products as well as design and prototyping capabilities in-house, Lawton Tubes is a full-service provider for copper tube, fittings and accessories.

Company Values Lawton Tubes prides themselves on the fact that they operate the business as a family. They value honesty, trust and commitment to create good culture internally, but also take these values through to the way that they support their customers.

Following through on these values has meant that Lawton Tubes has an exceptionally high employee retention rate and stable market share in the UK. • Honesty • Trust • Commitment • Integrity

21

BRAND GUIDELINES | ABBREVIATED

VALUE PROPOSITION

What makes Lawton Tubes different from its competitors?

“We are better – better service, better quality stock, better people.

We are a trusted brand” • Broad product portfolio • Not a faceless corporate • Act as an advice centre on copper tubing and copper market • Direct and exceptional communication with clients – calls/emails/site visits • Customer service and sales team are technical experts in copper for plumbing, ACR, medical and engineering applications • Quality-controlled product manufacture and distribution processes • UK delivery fleet • Technical calculators

Why buy from Lawton Tubes?

In a climate where it is becoming increasingly easy to purchase copper products online via well-known and trusted DIY brands such as B&Q, Screwfix and Tool Station, why would customers choose to buy products from Lawton Tubes?

• Technical experts – customers can get honest advice on their copper requirements for individual projects, as well as advice on the copper market in general, directly from the manufacturer. Customers can also use the free technical calculators to assess pressure, pressure loss, weight and wall diameter estimates and requirements • Customer relationship – having a small but dedicated customer service and sales team means that customers speak to the same people every time that they contact Lawton Tubes, allowing them to build a relationship and understanding of the customers’ needs • Competitive price – Lawton Tubes can provide customers with competitive pricing on copper products, with price flexibility as the wider copper market fluctuates

22

BRAND GUIDELINES | ABBREVIATED

VALUE PROPOSITION

What are the key challenges for Lawton Tubes?

Lawton Tubes face several challenges from a variety of sources.

• Competing with companies that have all their manufacturing capabilities in the UK • Competing with large online retailers with e-commerce capabilities • Maintaining and increasing market share with a product that has no brand equity • Customers can focus on price and ease of purchase as key factors when choosing who to purchase from, as most companies are selling the same basic product • Plastic and other materials can offer a cheaper and lighter alternative to copper products • In order to continue to compete with Mueller and other competitors who have a similar offering and model to Lawton Tubes, as well as large online retailers who allow copper products to be purchased online, Lawton Tubes need to continue to add value to their clients above the purchase of copper tubing as well as increasing the ease of purchase.

Engineering – what is the value proposition?

What are the benefits of this offering?

• Bespoke copper solutions • Copper applied to any project or application • Deal directly with the manufacturer • Small batch orders available

What makes this offering valuable?

• To the business – there is the potential for higher profit margins for engineering products versus ACR, plumbing and medical because a premium can be charged for the research, design, prototyping and manufacture of bespoke copper products • To the client – receive risk-free technical advice on bespoke copper products for any project or application, as well as a prototype to test before investing in a batch order of the product

23

BRAND GUIDELINES | ABBREVIATED

VALUE PROPOSITION

Plumbing – what is the value proposition?

What are the benefits of this offering?

• Broad portfolio of high-quality plumbing products • Products stocked in UK distribution warehouse for fast delivery • Products are kitemarked and manufactured to Commercial and Domestic BS EN 1057 standards and quality audited to ISO 9001:2008 standards • UK deliveries are made by the Lawton Tubes fleet with drivers trained to protect products during loading, transit and offloading • What makes this offering valuable?

• One-stop-shop for copper products for plumbing applications • Fast, reliable and safe delivery of products • All products safe for commercial and domestic use

ACR – what is the value proposition?

What are the benefits of this offering?

• Full pipeline solutions for refrigeration and air conditioning • Products stocked in UK distribution warehouse for fast delivery • Products designed specifically for ACR applications • Products are manufactured to EN 12735-1 standards and quality audited to ISO 9001:2008 standards • UK deliveries are made by the Lawton Tubes fleet with drivers trained to protect products during loading, transit and offloading • What makes this offering valuable?

• One-stop=shop for copper tube, fittings and accessories required in ACR pipeline systems • Fast, reliable and safe delivery of products • All products safe for use in refrigeration and air conditioning

24

BRAND GUIDELINES | ABBREVIATED

VALUE PROPOSITION

Medical – what is the value proposition?

What are the benefits of this offering?

• Full pipelines solutions for medical installations • Full project management support for large-scale copper pipeline installations such as new hospitals • Products specifically designed for medical gas and vacuum systems • Products manufactured to EN 13348 medical gas standards and quality audited to ISO 9001:2008 standards • UK deliveries are made by the Lawton Tubes fleet with drivers trained to protect products during loading, transit and offloading • What makes this offering valuable?

• Customers receive technical and project management support for large-scale copper tubing installations in hospitals and surgeries internationally • Products safe for use in life-or-death medical situations

Where do clients come from?

• Referrals and great reputation – all business sectors • Exhibitions and networking – medical • Website enquiries – mainly plumbing

What is the client’s journey like?

The client’s journey largely depends on the product application, with a different sales process for each of the 4 business sectors.

• A client account must be opened before first product order • Paperwork heavy – not much of the process is digitised • Product search difficulties – unless the client has the most up-to-date product brochure, it can be difficult or not possible to search for products, prices and stock levels on the current website • Direct communication from the Lawton Tubes team is good throughout the order process – however some of this could be digitised to increase efficiency of the Lawton Tubes team • Delivery service in the UK is exceptional compared to competitors with the same business model, however faster delivery can be available from online retailers

25

BRAND GUIDELINES | ABBREVIATED

VALUE PROPOSITION

What is Lawton Tube’s future business plan?

Lawton Tubes currently do not have a formal growth plan; however, they do have objectives for each of the separate business sectors.

• Plumbing – maintain UK market share • ACR – maintain UK market share • Medical – grow international export • Engineering – grow UK market share and then look internationally • Value proposition • Family history – Lawton Tubes is the UK’s leading independent copper specialist, still family owned and in its fourth generation • Family values - Lawton Tube’s family values are applied internally to their staff and externally to their customers • Technical experts - Lawton Tubes are technical experts in their field and offer more than the purchase of copper products, they also offer advice, support and have design and prototyping capabilities

26

BRAND GUIDELINES | ABBREVIATED

PUMBING | ACR | MEDICAL | ENGINEERING