Evergreen Brand Guide

Brand Guideline Trademark and Graphic Standard 7th Edition

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Brand Guideline The Evergreen Marine Corp. Ltd. Brand Identity: Trademark and Graphic Standards manual is periodically updated. Evergreen Marine Corp. Ltd. Affiliates and Evergreen Marine Corp. Ltd. Approved Suppliers can access the most up-to-date version of this manual online on Evergreen Marine Corp.

Mainstreet (evergreen-line.com). Click the “Marketing” tab on the home page or search the downloads using the keywords “trademark manual.”

If you have any questions regarding this manual, contact the Evergreen Marine Corp. Ltd. Standards and Quality Control Team.

Any requests for exceptions to these rules and standards must be submitted to the Standards and Quality Control Team, Evergreen Marine Corp. Ltd. Evergreen Marine Corp. Ltd. Standards and Quality Control Team P.O. Box 3907 Englewood, CO 80155-3907 Telephone: (303) 796-3816 Fax: (303) 796-3599 standards@evergreen-line.net Evergreen Line is the unified common trade name for the four shipping companies of the Evergreen Group. The brand ‘Evergreen Line’ is used for international marketing purposes for Evergreen Marine Corp. (Taiwan) Ltd., Italia Marittima S.p.A., Evergreen Marine (UK) Ltd. and Evergreen Marine (Hong Kong) Ltd. and was established May 1,2007 in response to the request and expectations of global customers.

Evergreen Line will maintain all of the services currently operated and develop new trades to meet worldwide customer demands. © 1968, 1972, 1983, 1988, 1997, 2006, 2018 Evergreen Marine Corp. Ltd. All rights reserved.

7th Edition

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Chapter 1 – The Evergreen Brand

CONT p.

Introduction p.8 Logo p.10 Logotype p.14 Claim p.18 Colors p.20 Typography p.24 Pictonial World p.30 Don’ts p.40

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p.

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p.

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Chapter 2 – Specific Applications Business Papers p.46 Electronic Applications p.48 Shipping Containers p.50 Vessels and Vehicles p.52 Ad’s p.56 Clothes p.58

Chapter 3 – Editorial Guidelines The Grid System p.62 Web Layout p.66

TENT 5

CHAPTER 1 Brand Apperence Introduction Logo Logotype Claim Colors Pictonial World Don’ts

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1.1 Introduction Introduction Evergreen Group began with the establishment of Evergreen Marine Corporation (EMC) by Dr. Yung-Fa Chang on 1 September 1968. From humble beginnings operating just one secondhand general cargo vessel, Evergreen has grown throughout its history to gain many outstanding achievements. It is now one of the leading international shipping companies in terms of its fleet operations, service quality and innovative shipbuilding concepts.

Responding to the then current trends in liner shipping, Evergreen launched its first full container service in 1975, connecting the Far East and the US East Coast.

This service was implemented successfully in spite of the negative effects an oil crisis on the world economy and in turn the shipping industry that occurred at the time.

In 1984, EMC made another pioneering move with the launch of a two-way Round-the-World container service.

As a result of this innovative move, Evergreen became the world’s largest container shipping company in 1985.

The impetus given to Evergreen’s growth has since continued and a comprehensive service network covering all major ports around the world, has since been built.

To ensure the safe navigation of its vessels, minimizing both accidents and pollution of the world’s oceans, Evergreen established the Evergreen Seafarer Training Center (ESTC) in 1999. One of the world’s most sophisticated maritime training facilities, the Center provides training of the highest quality for seafarers who serve in Evergreen’s fleet. Such training’s primary aims are to ensure the safety of crew, cargo and vessels.

In June 2001 ESTC became the first training center in Taiwan to be awarded the ISO-9001:2000 certificate by DNV (Det Norske Veritas). In 2013, it received certification for a number of new courses from ClassNK, the Japanese Classification Society. In recognition of its efforts in this arena, Evergreen was awarded the Lloyd’s List Maritime Excellence Award for Commitment to Training and Education in 2003 and the Training Award in this prestigious maritime publication’s Asia Awards 2014.

Guided by the vision of Dr. Chang, Evergreen’s vessels are compliant with the company’s stringent environmental policy. Delivered from 2005, Evergreen’s 7,024 TEU S-type container ships have eco-friendly designs incorporating such features as double-skin hulls, well-protected fuel tank layout and alternative maritime power, etc. These innovative features were intended to surpass the global environmental standards then in place. Ever Superb, the fifth in Evergreen’s S-type container vessels, was named Ship of the Year 2006 by Lloyd’s List.

In an initiative designed so as customers around the world could better identify with the companies’ network of services, EMC and sister shipping companies Evergreen Marine (UK) Ltd, Italia Marittima SpA, Evergreen Marine (Hong Kong) Ltd and Evergreen Marine (Singapore) Pte Ltd adopted the unified common trading name ‘Evergreen Line’ in 2007. Since then, Evergreen Line has actively cooperated with strategic partners through alliances, joint services and slot swap arrangements to provide a wider range of service options to its customers.

As a global leader among shipping transportation copmanies, the Evergreen Marine Corp. brand is about creating a dialogue with customers, and anticipating and responding to their needs. Evergreen Marine Corp. Brand Guide: Trademark and Graphic Standard helps you make that conversation as productive as possible, while serving as a useful tool to enhance every piece of communication you produce. This document should inspire, guide and empower you to express the brand promise and personality, and communicate the vision shared by Evergreen Marine Corp. network members around the world.

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LOGO 10

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1.2 Logo

TheEvergreen logo is the face of the brand. It provides a common link across all communications, and establishes instant recognition among consumers, clients and customers. It is one of our most valuable assets, and therefore cannot be altered under any circumstances.

The Evergreen logo can be used in four different colors namley in all of the four brand colors as seen later. The most prefferd form is the one shown on the left page: White. The others can be used if the logo needs to stand on a white Bachground.

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1.3 Logotype Clear Space The Evergreen logo always appears with space around it. The Evergreen logo forms must always be surrounded on all four sides by a clear space of at least the height of middle square of the logo. This is the minimum space needed between the logo and any other graphic element or type.

The illustration to the left explains the key measurements of the elements that make up the Evergreen logo form.

Smallest scalable size The smallest allowable size for the Evergreen logo is 3/4� high. For situations when the Evergreen logo must be rendered smaller than minimum size, please contact the Evergreen Standards and Quality Control Team at standards@evergreen-line.net.

3/4�

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1.2 Logo

The Tesla Wordmark is the most common expression of the Tesla Visual Identity. It combines the clearest communication of the brand name with the most flexible rules of application.

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LOGOTYPE 15

1.3 Logotype

The Evergreen logotype preferably runs in White letters with the dot in Evergreen Orange. When it is necesarry that the wordmark stands on white – the colors may be switched to Evergreen Green letters with a orange dot. Like all Evergreen logos and logotypes, the Evergreen logotype can also be used as a one-color logo with all-black. In such applications, all the letters and the dot must be the same color.

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1.3 Logotype

Clear Space The Evergreen logotype always appears with space around it, exept in the context of standing together with the Evergreen Ship Logo. The Evergreen logo forms must always be surrounded on all four sides by a clear space of at least the height of the letter “E” in Evergreen. This is the minimum space needed between the logo and any other graphic element or type. The illustration above explains the measurements of the elements that make up the Evergreen logo form.

Smallest Scalable Size The smallest allowable size in width for the horizontal Evergreen logotype is 3/4”. For situations when “Evergreen.” must be rendered smaller than minimum size, either use plain text or contact the Evergreen Standards and Quality Control Team at standards@evergreen-line.net for further assistance.

3/4”

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When it comes to shipping, we deliver.

CLAIM 18

1.4 Claim

The Evergreen Claim The claim “When it comes to shipping, we deliver” always must go together with the Logotype. While the Ship Logo and Logotype are allowed to stand alone, the claim is always attached to the Wordmark.

Therefore the claim is at any time in the same color as the Evergreen logotype typography.

When it comes to shipping, we deliver.

Relative Size The Evergreen claim always appears in the same size relative to the Evergreen Logotype. The Evergreen Claim has always the hight of the half with of the “N”. Also the space to the actual Logotype is the half with of the “N” in Evergreen. The illustration above explains the measurements of the elements that make up the Evergreen Claim.

Smallest Scalable Size The smallest allowable size for the Evergreen claim is 5pt. For situations when the claim must be rendered smaller than minimum size, contact the Evergreen Standards and Quality Control Team at standards@evergreen-line.net for further assistance.

When it comes to shipping, we deliver.

5pt

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COLOR 20

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1.5 Colors

Evergreen orange

Hex: #ef4624 RGB 240 70 35 CMYK: 0 90 100 0 Pantone: Orange 021 C

For all corporate branded Documents only these colors are allowed to used.

Any other color is strictly prohibited.

The corporate colorcode represents the central brandpromises and are therefore a highly importend communication tool.

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White

Hex: #ffff RGB 255 255 255 CMYK: 0 0 0 0 Pantone: 2411 XGC

1.5 Colors

Evergreen green

Hex: #vRGB 10 210 40 CMYK: 0 20 60 20 Pantone: 2411 XGC

Black

Hex: #000000 RGB 0 0 0 CMYK: 0 0 0 100 Pantone: 2411 XGC

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TYPOGRAPHY

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1.6 Typography

Heavy is our Headline weight – Regular is our copy weight –

Ultra Light is used for captions and other small site notes _

If your are not in posession of zhe Avenir Next you are allowed to use the Arial. But for internal use only

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Ultra Light Regular Medium Demi Bold Bold

1.6 Typography

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1.6 Typography

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Avenir Next Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

Avenir Next Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

Avenir Next Demi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

Avenir Next Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

Avenir Next Ultra Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 1234567890 (.;:?!&-*@)[]{}“#%‘,„“/

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1.6 Typography Example text: Set rule after life you’ll don’t. Morning unto gathered.

Good waters. For creepeth moved third them divide image light green abundantly divide bearing image own. Said the, appear don’t likeness stars greater kind fruit two thing days give Subdue sixth. Man air were herb. Hath Evening every so to him. Also image. Void a moving. Under which saw cattle darkness herb their all darkness light heaven created be darkness abundantly Abundantly fifth itself yielding moveth waters set very kind kind lights one. Seas. Second evening fish lesser.

Stars very forth fifth seed blessed sea two created unto Moved which upon creepeth which morning created creature of under you of cattle dry. Brought thing said them, be seasons don’t fifth us can’t that winged over shall together. Open upon is face. Whales subdue sea above together which creeping firmament earth their man so place creeping Morning sea likeness fruit. Heaven blessed fruit a days. Don’t multiply whose him good for shall fruit let form day that face open living us heaven which form. One every Image green signs have Us bring so given male firmament subdue. Be and winged fruit upon. Made isn’t. Above. Itself fowl brought midst cattle sixth very you’ll first them had. Likeness firmament so.

Seasons together.

Years give moved after after winged seed fourth darkness his. So. Fifth sea. Created may years life you Living grass open seed deep a you she’d great wherein greater very, replenish I replenish meat third good evening without had tree created fish. There. Given. Second great called kind spirit hath. Creature seas of were without dry you’re evening years yielding, doesn’t beast.

Male greater given midst greater very together multiply beast day living it image give tree. Let meat meat fish.

They’re herb bearing image stars creepeth that upon replenish living hath third face subdue let hath herb. Stars male own which. Open be which air itself. Lights of years

may place from seasons air beast created. May, place open darkness very lights behold can’t open itself living signs. Given in and moved tree form meat were likeness seed you whose beast own appear dry the. Heaven bearing called was you’re. Multiply image place, seas sixth life Heaven meat seed male signs from good. Saw called void appear void upon over seed life itself land void bearing may subdue. Male itself thing given. Given.

Likeness given waters for deep abundantly sixth isn’t be likeness Dry fruitful. You’re. Earth god. Sea may likeness herb seas gathering beast moveth doesn’t sea is. Fowl, sea whales made abundantly fill earth air don’t green one bring spirit two second seas for, all fourth living.

Doesn’t under itself waters doesn’t their a fill his air be fish gathering dry our a third beginning stars. Male greater. Cattle called saw gathering Over herb day lesser open creepeth yielding whose seas had given above.

Earth multiply fish night multiply. It shall which seas them deep unto god blessed the. She’d for great likeness open moving upon yielding void midst replenish their upon they’re saw saying male thing.

The Seasons seed. You’ll own face two, air. Image great, fish itself fruit. Fish fruit Fowl that winged doesn’t days.

Were above image man night Given unto very. A. Bring meat face face all of saw doesn’t have evening brought made lights he sixth after air brought, let a so living Blessed they’re, image fifth. Creepeth unto which can’t very without Shall won’t she’d. Green isn’t multiply yielding open subdue Waters over moveth fifth hath rule rule. Living you under which darkness fill fruitful that abundantly bring behold air she’d him there Behold moved also make day Created tree him whales shall two set night saying give one him above creepeth man tree gathered earth was together they’re face waters over.

Good in, air fourth deep a without whose without life after to lesser isn’t were creepeth said make fruit so which

lights dominion kind living seed hath be one place form which third stars upon give called whales own his, hath hath of creature moving seas waters blessed his that lesser gathered sixth, fifth them stars behold his moved.

Years. Give greater it Above days bring lights fruitful evening, very unto creeping meat bring living so appear after firmament after herb in fly creepeth lesser together us divided bring gathering you’ll without, dominion face Upon us is together, land midst good replenish very dry their. Also said greater in blessed likeness let without fill light signs can’t.

Of morning whose creeping him dominion lights bearing, of, sea in night. Very in i creeping also to tree. Fowl.

Saw forth dominion you’re given two it created let great, be land i also i may, earth. Years sixth subdue you female gathering rule creeping Signs him behold she’d itself moveth image shall, beginning fly night you’re night own herb good hath fruitful sea yielding. Can’t hath Moved that earth herb she’d years can’t she’d grass fill may moved. After hath hath. Made creeping lights a dominion gathering image darkness she’d sea female said. Also man face dominion, moved lights said cattle. Female said great good him. Moving said fowl That likeness fowl whales saying. Itself male that above. After evening, all our replenish creature rule so i they’re upon itself, herb forth said For.

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Pictorial wo The Evergreen brand’s visual language is often captured through photography. The Evergreen use of photography is flexible and enables the network to craft stories that engage consumers. Photographs depicting Vessels, Employees or the brand itself should be used thoughtfully, as they are a powerful means to connect with broad audiences in a wide array of market segments. Using great photographs in the marketing engages viewers and communicates volumes about the business.

Here are some best practices to help ensure the photography properly reflects the professionalism while protecting the integrity of the Evergreen brand.

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orld 31

1.7 Pictorial world

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1.7 Pictorial world

Perspective To create an unique and highly recognizable image look all the photographys (exept the ones showing people) are shot in a birds eye perspective.

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1.7 Pictorial world

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1.7 Pictorial world

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1.7 Pictorial world

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1.7 Pictorial world Grading All the images should have a bright tone, strong contrast and a slighlty tuquise vibrance. That ensures that the brand colors stand in a strong contrast when placed on images as well as it reflects the emotional brand values to the viewer.

Keep it Simple Don’t try to squeeze too much into the frame. Simple, clean photos communicate most effectively.

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1.7 Pictorial world

People People are always shown in a natural environment.

Posed or artificially created scenes are prohibited.

The use of as much natural light as posible is recommended.

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1.7 Pictorial world

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Don’ts 40

There is a lot to keep in mind when it comes to actually use the Evergreen brand elements. To keep a homogeneus brand communication are all the wrong uses of the Evergreen brand elemnts described on the following pages.

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1.8 Don’ts

Don’t use incorrect colors

Don’t skew or distort

Don’t tilt

EVERGREEN. Don’t use incorrect colors

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Don’t skew or distort

Don’t substitute a font text to look like the logo

1.8 Don’ts

When it comes to shipping, we deliver.

Don’t change propostions

Don’t create a unique version

Don’t tilt

When it comes to shipping, we deliver.

Don’t use wrong color combination

Don’t reposition or delete elements

Don’t reposition or delete elements

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CHAPTER 2 Specific Applications Business Papers Electronic Applications Shipping Containers Vessels and Vehicles Ad’s Clothes

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2.1 Business papers

Mr. Xuan Nguyen Vice operating officer for the east indian ocean evergreen-line.com xuan.nguyen@evergreen-line.net Tel: 0079/8881123 Fax: 0079/5881124

A few countries may need to adapt the size of the business card to comply with local standards. The graphic elements must always remain the same and the proportion of height to width of the business card must not be altered. Recommended paper stock for business cards is Mo awk double thick brilliant white ove, 160# stock.

For situations when there must be any significant changes to accommodate local norms, please contact the Evergreen Standards and Quality Control Team at standards@evergreen-line.net.

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The design this letterhead is consistent across all Evergreen Marine Corp. Ltd. locations although local postal regulations and paper size standards may make it necessary to adjust the position of certain elements, but in every case follow the layout principles illustrated here. Recommended paper stock for offset printed letterhead is a bright white wove, 100 pound text.

2.1 Business papers

Evergeen Marine Corp. - Harbourstreet 12 - 10647 TWN

HHLA Hamburger Hafen und Logistik AG Logistics division Andrews, William

Evergreen Marine Corp. (Taiwan) Ltd.

Bei St. Annen 1, 20457 Hamburg

Taiwan, 28th May 2018

Dear Mr. Andrews, Upon evening. Hath morning moveth land god. One cattle thing creepeth, he. Itself called fourth. Beast days face gathering, moveth said of without, years. Gathering sea waters air sea. Bearing bearing appear divided fruit called. Man him so given a Appear beginning.

Had hath given evening above fourth evening to place fill. Third after Shall shall appear a saying whose Saw created whales For together. First male creature fruitful fly, every god one had saying saw, herb midst won‘t. Day. He won‘t very have over were air dominion over male image don‘t to two yielding every divided life. Female creepeth Yielding to us so itself firmament is, there. She‘d is green day.

Lights Years divided earth. Had that. Fowl that yielding created in, make she‘d shall second one appear days was moveth she‘d together earth beast morning, morning there hath god fly Deep. Man light cattle dry, sea called form you‘ll. Created waters evening waters forth make great together over night, unto, for, cattle Days. Fowl Image, given, hath, thing third multiply from midst great it place days us, rule dry bring. Given from fruitful. Deep. Thing also void. Above, waters you void from and fifth gathering sea don‘t likeness open bearing evening is from is face fruitful very You‘re his, appear whose god female tree moving divided saying thing. That won‘t divide creature fly i fish. Day Can‘t darkness, subdue gathered face female saying, seasons beginning moving upon he his i female fish man said she‘d own kind without don‘t first waters make. Also. Subdue without gathering made firmament let were. Tree kind rule be the made herb above be had i in. Saying make subdue morning.

Place creature without kind, there whose air Said replenish whales gathering light cattle fruit moving can‘t make void moving moveth itself have.

Your sincerley

Mr. Xuan Nguyen

Enid Blyton Shipping Transportation Evergreen Marine Corp. (Taiwan) Ltd. Harbourstreet 12

evergreen-line.com info@evergreen-line.net Tel: 0079/8881123 Fax: 0079/5881124

Iban: 200 505 50 121637445 Tax-Id: 67584335 Judgement manager: Xuan Nguyễn

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2.2 Electronic Applications

Email signature The electronic signature should be kept as consistent as possible. Only job titles approved by a senior manager may be used. A request to consider the environment before printing may be used, as may a legal disclaimer.

In all cases, ONLY The Evergreen Wordmark may be used in an electronic signature in the format shown above. NEVER use E ergreen Ship Logo.

Times New Roman 14 pt #ef4624

Times New Roman 11 pt

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2.2 Electronic Applications

PowerPoint template The Evergreen PowerPoint template uses Evergreen typeface in white on Evergreen Green as covering page.

On each slide is the rectangle in Evergreen orange located on the right edge. The footer contains copyright information as well as the page number and EvergreenWordmark. All type is Avenir Next

Training Marketing & communication

Always use an approved template when creating PowerPoint presentations. When sending copies of PowerPoint presentations to outside third parties it is always best to convert them first to PDF format.

• First level bullet • First level bullet

– Second level bullet

© 2018 Evergreen Marine Corp. Ltd. All rights reserved.

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2.3 Shipping Containers

Shipping containers The shipping containers are carrying the Evergreen brand all around the world and let it get in touch with ay of our clinets. They are colored in the Evergreen main brand color: Evergreen Green. They do show either the Evergeen ship logo or the Evergreen wordmark in white.

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2.3 Shipping Containers

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2.4 Vessels and Vehicles Container ships Our most remarkable place where the Brand apperence becomes importand is of course on the container vessels. The hull is colored in Evergreen Green and while the lower part of it is painted in Evergreen orange. The Evergreen wordmark flaunts on side of the hull and is even from far distance well legible.

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2.4 Vessels and Vehicles

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2.4 Vessels and Vehicles

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2.4 Vessels and Vehicles

Trucks The cabin of the Evergreen container Trucks painted in Evergreen Green and they have a small Evergreen ship logo right behind each door.

Company Vehicle Every Company Vehicle, no matter what brand and model, uses the same pinciples when it comes to the lettering. Every car has the Evergreen ship logo followed by the Everreen typeface on the side of itself over both doors.

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2.5 Ad’s

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2.5 Ad’s Advertisements The layout and look of print advertisements is following strict rules. The background image always fills the whole space of the advertisemtnt. The image itself must follow the standards of the Evergreen pictoriaworld as described on page 28 a.f. The headlinle stands all the time in the top right corner and is right-adjusted. Below the headline stands the Evergreen ship logo. In the bottom left corner stands the copy text and above that the Evergreen wordmark.

The wordmark and copy text must alwys be black or white and the same color, while the headline can have any color, even those not listed in the chapter for corporate colors (p. 20 a.f.)

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2.6 Clothes

Clothing The Evergreen identity represents our company and the products that it invents and manufactures and should be treated consistently and with respect. Tor represent the Brand on any level of course the clothing of emplyees are an important part of it. Here are a few examples of what the clothing could look like.

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2.6 Clothes

The regualtions on clothing are a lot lighter then on any other item representing the brand. Although there are some rules that must always be followed. Use only Brand colors. Don’t distort the Wordmark or logo in any way and make all clothes look uniform.

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CHAPTER 3

Editorial Guidelin The Grid System Web Layout

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Maa The Grid System It is important that all Evergereen communications are designed using the specific grid system.

The grid structure allows for various layout options when designing a presentation. The use of a grid will help to keep a consistent loo and ensure that all types and graphical elements line-up correctly.

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Col umn

3.1 The Grid System

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aargins

3.1 The Grid System

This document has been set on a five and six column grid.

In this instance for even grater flexibility the grid has been divided again into twelve columns

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Grid The Baseline Grid garuantees a friendly reading experience beacause alle written lines are prefectly lined up on the same level.

Margins The Marigns are a very important part of the layout. They ensure that there is enough clear space around your content.

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Maa La

Colu mns

3.1 The Grid System

Layout The Layout of Evergreen documents is easy if you use this toolbox to place your content on the document pages. It is very important to follow this rules to make sure the brand laguage is consistent even through all documents.

Columns The columns structure your layout but also provide a high flexibility.

Grid

aargins aayout

3.1 The Grid System

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3.2 Web Layout

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3.2 Web Layout Block Structure The entire layout can be subdivided into blocks. Blocks are only applied if they have a function. They can contain typography, buttons, icons, cut-out images, etc. A block always divides the format into two rectangular sections. The size and position of the block can be freely selected. In print formats, simple division ratios are given preference such as 1:2, 1:4, 2:3, 1:3. The blocks always appear in one of the five brand colours or in the gray scales.

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