HELLA Group Brand Standards Guideline

HELLA GROUP BRAND STANDARDS GUIDELINE

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360° ELECTRIFIED

The inexorable move towards electrification in the field of mobility is picking up speed. As the industry continues to transform, we will support our customers with a comprehensive product portfolio for all levels of electrification. In the process, we want to strengthen our position as a supplier of high-performance key

components while also expanding our role as a provider of innovative subsystems. Our passion and technological expertise will enable us to support the industry’s transformation to clean mobility while also harnessing the opportunities that it brings. A strategy with vision: 360° electrified.

TABLE OF CONTENTS 4

The Story

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Brand Identity

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Ancillary Elements

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Digital Standards

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Business Applications

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Digital Applications

88

Advertisements

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Other Applications

THE STORY

HELLA IS BORN: THE COMPANY “WESTFÄLISCHE METALL-INDUSTRIE AKTIEN-GESELLSCHAFT” IS FORMED

On 11 June 1899, Mr. Sally Windmüller establishes the company “Westfälische Metall-Industrie AktienGesellschaft” (WMI) in the town of Lippstadt, Germany.

The new company operates a factory specializing in production of lanterns, headlamps, horns and fittings for bicycles, carriages and automobiles. Windmüller recognizes the vast growth potential offered by the motoring industry even as it is just getting off the ground.

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CORPORATE RESPONSIBILITY CUSTOMER SATISFACTION IS OUR HIGHEST GOAL

CORPORATE VALUES PROFESSIONALISM AND TEAMWORK ARE IN OUR DNA We strive to offer the perfect union of performanceoriented professionalism and teamwork. At HELLA, we believe that this approach is key to helping our company achieve healthy and successful long-term growth, along with an authentic awareness of values and superior performance.

Our corporate culture is rooted in seven basic values: entrepreneurial spirit, teamwork, sustainability, focus on performance, innovation, integrity, and exemplary conduct on the part of all concerned. These values shape our quest to meet and exceed the expectations of our customers, suppliers, business partners and shareholders, day in and day out.

There’s only one way to reach this ultimate goal – together, as a family-owned company with a stable group of shareholders and visionary executive management.

Our corporate guidelines focus on the long term and sustainability, not on short-term success and mere shareholder value. And we have one more critical asset: employees who share our understanding of team spirit, solidarity, professionalism and mutual success.

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LOOKING AHEAD WITH ENTREPRENEURIAL SPIRIT WORKING TOGETHER EFFECTIVELY ENSURING SUSTAINABILITY DELIVERING TOP PERFORMANCE STRIVING TOWARD INNOVATION DOING BUSINESS WITH INTEGRITY SETTING AN EXAMPLE 9

LOGO EVOLUTION

LOGO HISTORY FROM 1908 TO 2019

No one knows for sure how the HELLA name came to be trademarked for an acetylene head lamp in 1908, or how the logo later developed for the product came to be registered with the German Patent Office in 1926. The most likely story is that the name "Hella" was developed

by WindmĂźller himself in honor of a nickname used by his wife Helene.

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THE HUECK FOUNDATION GIVING BACK TO SOCIETY

HUECK FOUNDATION RESEARCHERS

The Hueck Foundation (Dr. Arnold Hueck-Stiftung) was founded in 1999 to mark the company’s centennial anniversary. Until his death, Dr. Arnold Hueck (1922–1989) acted as the personally liable managing partner of HELLA as well as the Eduard Hueck company (founded in 1814), based in the town of Lüdenscheid, and he managed all of the business activities of the Hueck family

of shareholders. The foundation focuses in particular on providing funding to support science and research, education and training, art and culture, assistance to children, youth and older adults, environmental conservation and historical preservation initiatives, and various charities.

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THE BRAND

PRIMARY LOGO

THE NEW HELLA IS BORN: THE COMPANY “WESTFÄLISCHE METALL-INDUSTRIE AKTIEN-GESELLSCHAFT” IS REFORMED

This is the primary logo for HELLA. It represents forward movement and light as an ode to the company value, Striving Toward Innovation.

Use this logo for all official business applications. This is the only logo allowed for use on a white background.

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LOGO CLEARSPACE Sizing of the logo is based on the "H". The primary logo is created in relation to the height of five "H"s. Keep a clearspace of one "H" around the logo at all times.

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OFFICIAL LOGO HEIGHT OF H X5

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LOGO AND COLOR Aim to use the specified color stories for the logo-background relationship. The contrast between the background and logo should be prioritized but should be a case by case decision.

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INCORRECT USES MAINTAINING BRAND EQUITY It is crucial in order for HELLA to establish brand equity that the presentation of our logo is consistent. The logo may not be tampered with in any way, and amongst others, the following are examples of misuse that are strictly prohibited..

1. DO NOT ROTATE OR TILT

2. DO NOT CROP

3. DO NOT CHANGE THE COLORS

4. DO NOT ALTAR THE PROPORTIONS

5. DO NOT APPLY A DROP SHADOW

6. DO NOT BLUR OR CHANGE THE RESOLUTION

7. DO NOT COMBINE PRIMARY AND ANCILLARY

8. DO NOT REARRANGE ELEMENTS

9. DO NOT REMOVE THE BACKGROUND

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HELLA Yellow: Print Pantone 102 C Hex: # fff33e CMYK: 0 0 85 0

HELLA Yellow: Web Hex: # ffff00 RGB: 255 | 255 | 0

HELLA Blue Pantone 280 C Hex: #0e2249 CMYK: 100 90 40 43 RGB: 14 | 34 | 73

HELLA Black Pantone 419 C Hex: #0c100b CMYK: 73 65 69 83 RGB: 12 | 16 | 11

COLOR DISTRIBUTION MAINTAINING THE TIMELESS VISUAL RHYTHM This graph shows the correct color distribution that should occur on all HELLA Group materials for print and web. Maintain 50% of the layout for whitespace, whilst using 15% each of HELLA Black and HELLA Blue as a base in combination with the last 10% of HELLA Yellow as accent. Do not alter the colors in any way, including tints, shades, and opacities.

50%

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15%

15%

10%

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ACUMI 28

IN PRO 29

TYPOGRAPHY Acumin Pro is used for all company deliveerables. We want to maintain the clean and systematic, yet flexible and iconic look as a company rooted in German history.

Primarily use Extra Light/Extra Light Italic, Regular/Italic, and Bold and Bold/Italic.

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ACUMIN PRO EXTRA LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/:;

ACUMIN PRO EXTRA LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?/:;

ACUMIN PRO REGULAR

ACUMIN PRO ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()?/:;

1234567890!@#$%^&*()?/:;

ACUMIN PRO BOLD

ACUMIN PRO BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()?/:;

1234567890!@#$%^&*()?/:;

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TYPE HIERARCHY With the large number of font weights provided by Acumin that allows for flexibility, there also comes an issue with establishing proper type hierarchy. Although the hierarchy should be dependent case by case, the hierarchy here should be the baseline hierarchy for most print materials.

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HEADER

TECHNOLOGY WITH VISION.

ACUMIN BOLD ITALIC ALL CAPS 13.5 PT

SUBHEAD

THE INNOVATIVE FAMILY-OWNED COMPANY

ACUMIN THIN ALL CAPS 9 PT

BODY ACUMIN EXTRA LIGHT 9PT

HELLA is a global, family-owned company listed on the stock exchange that has a rich history spanning over 100 years. We develop and manufacture lighting technology and electronic products for the automobile industry and have one of the largest retail organizations for vehicle parts and accessories in Europe.

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LARGE SCALE TYPOGRAPHY

ACUMIN VARIABLE CONCEPT WIDE BOLD

A B C D E F G H IJ K L M N O P Q R S T U V W X Y Z a b c d e f g h ijk lm n o p q r s t u v w x y z 12 3 4 5 6 7 8 9 0 !@ # $ % & * ()? /: ;

ACUMIN VARIABLE CONCEPT WIDE BOLD ITALIC

A B C D E F G HIJK LM NOP QR S T UV W X Y Z a b c d e f g h ijk lm n o p q r s t u v w x y z 12 34 5 6 7 8 9 0 !@ # $ %& * ()? /: ;

When using bold text for large scale applications, use Acumin Variable Concept Wide Bold and its corresponding italic. This is especially relevant for outdoor applicatioins such as building and billboard advertisements. Quick legibility from a distance is priority in these cases.

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TYPE AND COLOR With different color backgrounds, the HELLA colors used for text must always be taken into consideration. For quality assurance, only used the specified colors per each background color.

TECHNOLOGY WITH VISION. TECHNOLOGY WITH VISION.

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TECHNOLOGY WITH VISION.

TECHNOLOGY WITH VISION.

TECHNOLOGY WITH VISION. TECHNOLOGY WITH VISION.

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PHOTOGRAPHY: CARS

As a company in the auto industry, using photos of cars are standard. However, the cars in the photos should only come from HELLA partner companies using HELLA parts.

When photographing the car exterior, focus more on the car as a whole rather than the car company emblem.

Ideally feature the front or back lights.

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CORRECT CAR PHOTOGRAPHY USAGE

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PHOTOGRAPHY: PEOPLE

When using images of people, avoid unprofessional and/or posed photos and strive for in-action shots.

Although images of people are allowed, the focus of the photo should never be solely the subject. Always pair the subject with images of cars, research, or German locations. Ideally avoid photos with blues that are

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obvious lengths away from the HELLA Blue. Strive for a sophisticated and clean tone with the photos. This becomes much more flexible with our social media, where we want to convey a sense of community with the brand and photography posts will be up to the discretion of the social media marketing team.

CORRECT PEOPLE PHOTOGRAPHY USAGE

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PHOTOGRAPHY: LOCATION

When using location images, we always want to go back to our German roots. Whenever possible, use images taken in Germany. If this is not possible, use images that do not link back to a certain city, state, or country. Images like the above are not allowed.

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CORRECT LOCATION PHOTOGRAPHY USAGE

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GRID All HELLA deliverables must use the horizontal 12 point grid. The vertical grid should be case by case, but always use a 1 pica gutter for columns lines. The horizontal grid should always take priority above the vertical.

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ANCILLARY ELEMENTS Elements of the logo can be taken and adjusted as ancillary elements for added visual interest in an application. For brand consistency, these should be the only secondary visual elements in any given application.

UNDERLINE We want HELLA to move in a direction where the brand can be recognized with a simple underline. Although the HELLA logo may never be presented without the underline, the underline may exist as its own visual element in applications such as advertisements that need extra brand recognition.

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CORNER The Corner is taken from a relative 20% from the bottom right hand corner of the "H". When used, it should exclusively act as a decorative element on the bottom right hand corner. Never make the corner the primary visual element on an application and it should take up no more than 5% of the page.

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20% HEIGHT OF FULL "H"

COLOR BLOCK In order to add visual interest, color blocking the underline is allowed only for advertisement and internal applications. For advertisements, use the color blocking when the purpose is to gain extra publicity and attention.

Internal applications increase in flexibility and will case by case dependent on managerial approval. Do not use the color blocking technique for applications involving official HELLA business correspondence.

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PATTERN In order to maintain brand consistency, the only pattern that may be used is the H pattern. The main purpose of the Pattern is for background textures. Using this pattern for official HELLA business correspondence applications is allowed and encouraged.

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DIGITAL STANDARDS

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HEADER ACUMIN BOLD 20/24 PT

CAPTION ACUMIN REGULAR ALL CAPS 12/24 PT

BODY ACUMIN REGULAR 16/24 PT

MOBILE TYPOGRAPHY Acumin Pro is used for all company deliveerables. We want to maintain the clean and systematic, yet flexible and iconic look as a company rooted in German history.

Primarily use Extra Light/Extra Light Italic, Regular/Italic, and Bold and Bold/Italic.

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LARGER SCREEN TYPOGRAPHY We have two envelopes that can be used interchangeably depending on paper size. Primarily use the long envelope when sending letterhead paper, but everything else can be interchanged to best fit the content being sent.

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HEADER BREADCRUMB

ACUMIN BLACK 22 PT

ACUMIN REGULAR 14 PT

BODY ACUMIN REGULAR 16/22 PT

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ICONS HELLA icons are straightforward and to the point. They visually nod towards our logo. Use these icons for any digital application like the website and apps. Always use the hamburger as a nagivation icon. Altar the color as necessary.

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BUTTONS There are three button styles. Use the primary for dark color backgrounds and the secondary for light backgrounds. The tertiary should only be used in the prefooter of the website's home page as a contrasting element to entice a click from the user.

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PRIMARY BUTTON

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SECONDARY BUTTON

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TERTIARY BUTTON

QUATERNARY BUTTON

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APP ICONS With the large number and variety of mobile applications HELLA offers to our customers, consistency within the app system is crucial. App icons should always maintain a clean look and we offer two styles. Either use the HELLA logo with a solid color background or use a product shot and layer the H outline on top. Never use the H pattern or color blocking in app icon designs, as they will get lost in the small scale application.

HELLA ECONNECT

CATALOG

APP ICON VERSION 1: LOGO

APP ICON VERSION 2: PRODUCT

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BUSINESS APPLICATIONS It is crucial to maintain the official HELLA look for business correspondence applications. Although we want to maintain our visual flexibility, we want to drive the official HELLA look, especially with our business to business applications.

DIE CUT LETTERHEAD

Always use our HELLA die cut paper for business letterheads. This is the only time when a die cut on official business stationery may be used. This is to add in a HELLA Group visual element without disrupting the

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LOW BUDGET LETTERHEAD

content discussed on the letterhead.

Although not ideal, if there are budget restrictions in the firm, printing the die cut section as a Corner ancillary element is allowed.

FRONT (LEFT), BACK (RIGHT)

Our business cards are sleek and modern. With a simple glance, we drive our HELLA brand to others. The diagonally aligned text with the official H is crucial and specific to the business card. Therefore, this may not be altered in any way.

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LONG ENVELOPE

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SHORT ENVELOPE

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P

US POSTAGE & FEES PAID PRIORITY MAIL COMMERCIAL BASE PRICING

033S9876543759 FROM 689283

PRIORITY MAIL 2-DAY™ HELLA GMBH & CO. KGAA Rixbecker Straße 75 59552 Lippstadt / Germany

SHIP TO:

0253

ROLF BREIDENBACH SCHULSTRASSE 4 32547 BAD OYENHAUSEN USPS TRACKING #

7389 6125 4123 7997 6403 88

SHIPPING LABEL

This is the official HELLA Group shipping label. Depending on the length of the address, the corner H element may be removed.

Cardboard is always used for shipping for cost purposes.

Never print directly on the cardboard, for the ink for absorb into the cardboard and will alter the official HELLA

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colors. Anything on the cardboard should be printed separately as stickers. For the cardboard box using for shipping products, always put the shipping label on the bottom corner on the front panel. Additionally, put the official HELLA logo sticker on the top to give the box the HELLA identity.

CARDBOARD BOX

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DIGITAL APPLICATIONS

RESPONSIVE DESIGN Testing on all devices and making sure each webpage adjusts appropriately on each screen size is crucial. The user experience cannot be compromised with any device..

DESKTOP AND MOBILE WEBSITE

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DESKTOP AND MOBILE PRODUCT CATALOG SITE

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HELLA ECONNECT HELLA EConnect is the company's official app for both employees and customers. It largely features "My HELLA" where users keep track of their account points and

FRAMES FROM HELLA ECONNECT

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favorited items, "HELLA Products" to browse through our product catalog, and "HELLA Press" where users can stay up to date with the latest news concerning our brand.

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ADVERTISEMENTS

IMAGE AND TEXT BILLBOARD

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PRINT ADVERTISEMENTS

TEXT HEAVY BILLBOARD

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B2B INFORMATIONAL FLYER (FRONT)

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FIT & FORGET

BY DESIGN

EXPERTLY DESIGNED AND PRECISION MANUFACTURING FOR VISIBILITY AND SAFETY ON ROADS Fit and Forget by Design is not just a marketing slogan, it is a philosophy adopted by our design team in 1998 when HELLA New Zealand designed our first DuraLEDÂŽ signal lamp for the commercial transport sector.

To create lamps that will function faultlessly for the vehicle life and beyond requires dedication to excellence and the most rigorous, verified test regime. Extensive consultation with our most discerning industry partners was conducted, followed by months of field tests before the first DuraLEDÂŽ was ever sold to a customer.

Over the past 16 years the same team of dedicated perfectionists have continuously improved the latest designs from ongoing research and market experience.

Material selection, LEDs, optics, drive electronic, circuit protection, design of the sealing geometries, rigidity versus deliberate flexibility of the mounting system all work in harmony to create a product of truly lasting value and safe operation.

Fit and Forget by Design is your peace of mind of purchasing a product designed to stand the test of time, without compromise.

B2B INFORMATIONAL FLYER (BACK)

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DIGITAL ADVERTISEMENTS Buttons and arrows on digital advertisements are recommended but not necessary. Given the limited space for each ad especially in mobile, decide on a case by case basis if the button enhances the design or not.

DESKTOP AND MOBILE ADVERTISEMENTS

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DESKTOP LEADERBOARD

MOBILE LEADERBOARD

MOBILE LEADERBOARD

DESKTOP AND MOBILE RECTANGLE

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SOCIAL MEDIA ADVERTISEMENTS Out of all the applications, social media advertisements allow for the most flexibility. We want to adjust our style to match the current social media style whilst also maintaining our look in order to stand out amongst the plethora of companies using social media as a platform.

Use a mixture of relevant hashtags, full bleed images, color blocking, location markers, and ancillary HELLA elements to create stories.

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CALL TO ACTION ACUMIN BOLD ITALIC 38 PT

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OTHER APPLICATIONS

SEMI TRUCK

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COMPANY MUGS

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EMPLOYEE LANYARDS

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IDEAS TODAY FOR THE CARS OF TOMORROW

HELLA Group Brand Standards Manual Lynn Ogawa University of Louisville Hite Art Institute 2020