The NIBE GROUP Brand Strategy

GUIDELINES

The NIBE Group Brand Strategy NO 6 · June 2018

The NIBE Group Brand Strategy The NIBE Group applies a decentralised brand policy, based on what is in the best interest of defending and expanding the market shares and profitable growth.

This means that the subsidiaries are free to either solely use their original brands or also apply the NIBE Group endorsement logo.

The objective is to maintain and enhance awareness of their brand in the market and creating a strong brand to ensure long-term business opportunities.

The brand and it's visual part – the logo - are vital and act as a differentiators in an increasingly generic range of products and services.

Endorsement logo – take advantage of the NIBE Group strong position Our endorsement logo is a signal of affiliation with the NIBE Group.

If and when affiliation with the NIBE Group can enhance a Group company’s business opportunities, this should be communicated by using the endorsement logo.

The NIBE Group is not only an owner but also a guarantor to endorse the capabilities of the Group companies. Usage of the endorsement logo underlines the affiliation to a financially strong, reputable, longterm owner with shared values and business principles.

The usage of the endorsement logo is optional When the endorsement logo is used, the guidelines presented in this documents must be followed.

The purpose of the endorsement logo is to be used as a sign of endorsement and support. It must always be used in connection with the main sender, e.g. the subsidiary’s logo. The guidelines instruct how to use it, either when placed next to the main sender's logo or as stand alone in the context of the main sender.

Consequently, the endorsement logo may not be used on its own, without any connection.

These guidelines provide rules for how to use the endorsement logo when it is applied – rules that must be followed in every respect.

If you run into problems with the usage, please contact us by mail at: brand@nibe.com

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The NIBE Group Brand Name Structure The name structure is based on the profit centres in the operational Group structure.

NIBE Group

Brands in the Business Area companies and in the Business Groups

Business Area NIBE Climate Solutions ait Group alpha innotec, NOVELAN, KKT

CC Group ClimateMaster, IEC, ClimateCraft, ClimaCool

NIBE Climate Solutions Canda Group CGC Group;Bulldog, Compax Chillers, Tempeff NA

Enertech AB CTC, Bentone, Giersch, Nu-way, OSBYparca, Turboflame

Enertech Global GeoComfort, Hydron Module, TETCO

Kaukora

Business Area NIBE Element

Contura

Backer Group Askoma, ATE Electronics, Backer Alpe, Backer BHV, Backer Calesco, Backer Cellnergy, Backer CZ, Backer ELC, Backer Eltop, Backer Facsa, Backer Fer, Backer Grand Heater, Backer Hotwatt, Backer HTI, Backer HTS, Backer HTV, Backer Marathon, Backer OBR, Backer Omni, Backer Wilson, Backer Wolff, Backer Springfield, Braude, Danotherm, Eltwin, Heatrod, Heatron, Hyper Engineering, IC Electronics, Lund & Sørensen, Meyer Vastus, Motron, Norske Backer, Structurgruppen, Termorad

Premodul

Lotus NIBE Stoves Canada Regency, Excalibur, Hampton

Nordpeis HT Group HT SpA, HT Est, HT Deu

Jevi Group Jevi, Sinus Jevi

Stovax Heating Group Stovax, Gazco, Yeoman

TermaTech

Loval

Jäspi, Jämä

MT Group

Business Area NIBE Stoves

Varde SAN Heat

alpha innotec, Metro Therm, Focus, KVM, Genvex, Høiax, Iwabo

NIBE Energy Systems NIBE, KNV, Vølund, Evan, DZD, Haato, BIAWAR, abk, Technibel, Air-Site

Schulthess Group Schulthess, Merker

WaterFurnace

Joint sales NIBE Element Wind Solutions Backer, Danotherm, Jevi, L&S, Loval, SAN, NIBE Element Railway Solutions Backer, Danotherm, Jevi, Loval, SAN, NIBE Element Appliance Solutions NIBE Element Automotive Solutions NIBE Element HVAC Solutions

WaterFurnace, Alpine pure, Symphony NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The NIBE Group Brands' Logos The brands' visual part, the logos, illustrate the Group's broad identities.

NIBE Group Business Area NIBE Climate Solutions

Business Area NIBE Element

Business Area NIBE Stoves

-

Usage of OLD Business Area logos is not allowded, please see page 5.

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The NIBE Group Logo Structure Parent company logo

Business Area logo

Endorsement logo

CLIMATE SOLUTIONS ELEMENT STOVES The NIBE Group, i.e. the parent company NIBE Industrier AB, is the only company allowed to use the logo with the sole name NIBE. The subsidiary NIBE AB in Markaryd is excepted and should also use the NIBE logo.

If any subsidiary or product brand wants to refer to NIBE, use the endorsement logo.

The Business Areas have the name NIBE connected to the Business Area name.

The purpose of the Business Area logo is to be used in Business Area presentations on Business Area-level and in Joint Sales Marketing.

The endorsement brand logo is the only logo to be used when a subsidiary/product brand is communicating the affiliation with the NIBE Group.

See pages 10-14 how to use the logo.

When writing the Business Area name in plain text, please see next page for further instructions.

Subsidiaries within the Business Areas may not use the Business Area logo when referring its affiliation with the NIBE Group, ONLY the endorsement logo.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Business Area Logos Horizontal

CLIMATE SOLUTIONS CLIMATE SOLUTIONS CLIMATE SOLUTIONS ELEMENT ELEMENT ELEMENT STOVES STOVES STOVES

The purpose of the Business Area logo is to be used in presentations on Business Area level and in Joint Sales Marketing.

Right of use is on Business Area management level.

Subsidiaries within the Business Areas may ONLY use the endorsement logo, NOT the Business Area logo when referring its affiliation with the NIBE Group.

Vertical

CLIMATE SOLUTIONS ELEMENT

STOVES

How to refer to the Business Area When a Business Area is referred to or written about, its name must be preceded by the words “Business Area” the first time it is mentioned.

There’s no need to repeat the words “Business Area” more than once in the text. Next time a certain Business Area is mentioned in the same context you may use only the name, e.g. NIBE Climate Solutions.

When writing the Business Area name in plain text, please refer to the writing below.

NIBE Climate Solutions NIBE Element NIBE Stoves

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Business Area Corporate Communication The Business Area logo can be used when the Business Area is presented in a corporate context and in internal communication and events.

When using the Business Area logo in a corporate context for external communication the graphic guidelines of the parent company must be applied.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The Business Area Logo in Joint Sales Marketing The Business Area logo can also be used when two or more subsidiaries/ brands are marketed jointly or the entire Business Area is to be promoted.

The visual profile used may belong to an already existing one except for the typography which is the same as the Parent company’s: Source sans, see page 23.

Brochure

Trade show display Use of the Business Area logo. Applicable in joint marketing events, e.g. NIBE Element Wind Solutions, Railway Solutions, Appliance Solutions, Automotive Solutions and HVAC Solutions.

CLIMATE SOLUTIONS ELEMENT

WIND SOLUTIONS

ELEMENT

WIND SOLUTIONS

STOVES

ELEMENTSOLUTIONS WIND SOLUTIONS WIND SAFETY · ENERGY EFFICIENCY · COMFORT

4 | backer.eu

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The NIBE Group, the Boilerplate How to refer to the NIBE Group in text The NIBE Group’s legal name is NIBE Industrier AB, which is to be used only in for­mal contexts such as contracts/agreements, the annual report, etc.

When referring to the NIBE Group in a less formal context, please use NIBE Group, for example in the “About the company” information on a web page.

This also ensures consistent name usage in relation to the endorsement logo.

Please note, NIBE is ALWAYS written with capital letters.

Brief description of the companies/subsidiaries in the NIBE Group Depending on the level/placement in the Group structure, the description of a relationship may vary, for example:

n NN is a company within the Backer Group, part of NIBE Group’s Business Area Element. n NN is a company within NIBE Energy Systems, part of the NIBE Group’s Business Area Climate Solutions. n NN is a subsidiary of the NIBE Group and part of the NIBE Group’s Business Area Climate Solutions/Element/Stoves.

Brief description of the NIBE Group The following text should be used as a brief description of the NIBE Group.

Please note that the text includes figures for sales and number of employees that are accurate. Accordingly, these must be checked and updated regularly.

NIBE – a global Group with operations and sales worldwide NIBE Group is a global organisation that contributes to a smaller carbon footprint and better utilisation of energy. In our three business areas – Climate Solutions, Element and Stoves – we develop, manufacture and market a wide range of eco-friendly, energy-efficient solutions for indoor climate comfort in all types of property, plus components and solutions for intelligent heating and control in industry and infrastructure.

From its beginning in Markaryd, in the province Småland more than 60 years ago, NIBE has grown into an international company with 14,300 (11,900) employees and a presence worldwide. From the very start, the company was driven by a strong culture of entrepreneurship and a passion for responsible business operation. Its success factors are long-term investments in sustainable product development and strategic acquisitions. Combined, these factors have brought about strong, targeted growth, which generated sales of just over SEK 19 (15) billion in 2017.

NIBE has been listed under the name NIBE Industrier AB on the Nasdaq Nordic Large Cap list since 1997, with a secondary listing on the SIX Swiss Exchange since 2011.

Please note that the sales figure in the description must be checked and u ­ pdated from year 2017 and onwards. Check on www.nibe.com

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The Endorsement Logo Placed on its own

Placed together with company brand

(i.e. not combined with the company logo)

Please use following endorsement logos when placed together with a main logo.

Guidelines The purpose of the endorsement logo is to be used as a sign of endorsement and support.

It must always be used along with the main sender, e.g. the subsidiary brand and its logo.

Please note that the width of the endorsement logo relative to the main logo may vary, bearing in mind that the main logo has the leading part

The endorsement logo may be used placed together with the subsidiary brand and its logo, see the right column on this page, or as stand alone in the context of the main sender, see free zones on page 14. Also see examples of both applications on page 17.

Consequently, the endorsement logo may not be used on its own without any connection.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The Endorsement Logo Colors The endorsement logo is also available in black and negative (white) color.

The endorsement logo must always be in color if the main logo is in color.

The Endorsement logo must always be in the same color as the main logo.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The Endorsement Logo Sizes Maximum width

Minimum width

The maximum size of the endorsement logo is the same width as the main logo.

The endorsement logo may have a smaller width in relation to the main logo.

Please note that the minimum size must follow the rule that it is readable when used on a business card, corresponding the font size of 6 points in source sans pro.

Vertical height

The size of the vertical endorsement logo is almost the same height as the main, when using the vertical version. It is recommended to keep this relation in order to let the main logo dominate.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The Endorsement Logo Examples Horizontal maximum width

The maximum size of the endorsement logo is the same width as the main logo.

Horizontal minimum width

The endorsement logo may have a smaller width in relation to the main logo.

Please note that the minimum size must follow the rule that it is readable when used on a business card, corresponding the font size of 6 points in source sans pro.

Vertical maximum width

Vertical minimum width

The size of the vertical endorsement logo is almost the same height as the main, when using the vertical version. It is recommended to keep this relation in order to let the main logo dominate.

The endorsement logo may have a smaller width and height in relation to the main logo.

Please note that the minimum size must follow the rule that it is readable when used on a business card, corresponding the font size of 6 points in source sans pro.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Free Zones when the Endorsement Logo Stands alone When the endorsement logo is used without direct connection to a main logo the following free zones must be applied.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Don’ts The following examples show different usages and placements of the logo that must be avoided.

Part of member of NIBE group The endorsement logo is too small and difficult to read.

Never combine a negative logo with a positive.

Do not use own versions

Do not resize.

Do not use the endorsement logo together with any logo other than the main logo.

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Don’ts

Web

The following examples show different usages and placements of the logo that must be avoided.

CLIMATE SOLUTIONS

ELEMENT WIND SOLUTIONS SAFETY · ENERGY EFFICIENCY · COMFORT 4 | backer.eu

ELEMENT Don’t use the black logo when the main logo is in color.

Use only the negative logo when applied on a dark colored background.

NIBE F1255

NIBE F1255

GROUND SOURCE HEAT PUMP

GROUND SOURCE HEAT PUMP

Don’t use the endorsement logo as main sender.

Don’t use the Business Area logo as an endorsement STOVES logo.

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Good Examples Good examples will be added in the coming versions of the guidelines.

Brochure

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Website The endorsement logo may be placed at the top of the web page.

At top, together with the main sender.

Home

Products

When used as a footer, the endorsement logo may be placed alone.

Feature

Services

About

Home

NIBE Group

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Production

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Group Leader

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ABOUT US

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Production

About

NIBE Group

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ABOUT US

Link to the NIBE Group Linking to the NIBE Group can be done by n Activating the ­endorsement logo

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n Writing: NIBE Group Using the following URL: http://www.nibe.com

Customers Group Leader

CEO

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Ben Johnson

Linda Miller

PRESS RELEASES

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Services

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Customers Ben Johnson

Feature

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Products

Linda Miller CEO

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Please note: Do not use the name NIBE Industrier when referring to the parent company in writing, only NIBE Group.

PRESS RELEASES

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NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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E-mail Signature

First name Surname Title

First name Surname Title

Phone direct: +46 xxxxxxxx Mobile: +46 xxxxxxxxxxx

Phone direct: +46 xxxxxxxx Mobile: +46 xxxxxxxxxxx

Company name Visiting address Postal address NN-xxxx TOWN Country Phone +46 xxxxxxxx www.company.com

Company name Visiting address Postal address NN-xxxx TOWN Country Phone +46 xxxxxxxx www.company.com

How to create an e-mail signature Please visit MS Office’s tutorial in how to create an e-mail signature.

Please follow the e-mail set up if the endorsement logo is included in the signature.

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Print – Business Cards and Stationery The following examples illustrate the application of the endorsement logo on a business card or on stationery.

Business cards

First name Surname Title

Phone direct: +46 xxxxxxxx Mobile: +46 xxxxxxxxxxx E-mail: name@company.com

First name Surname Title

Direct: +46 xxxxxxxx Mobile: +46 xxxxxxxxxxx name@company.com

Stationery

Company name Visiting address Postal address Country Phone +46 xxxxxxxx www.company.com

Company name Visiting address Postal address Country Phone +46 xxxxxxxx www.company.com

First name Surname Title

Phone direct: +46 xxxxxxxx Mobile: +46 xxxxxxxxxxx E-mail: name@company.com

Company name Visiting address Postal address Country Phone +46 xxxxxxxx www.company.com

First name Surname Title

Phone direct: +46 xxxxxxxx Mobile: +46 xxxxxxxxxxx E-mail: name@company.com

Company name Visiting address Postal address Country Phone +46 xxxxxxxx www.company.com

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Trade Show Display The same principles handling the endorsement logo also apply on trade show displays.

NO. 6 ¡ June 2018 ¡ Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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Special Display The logo may appear stronger/thicker on special occactions, for example, big events outdoors, for better visiability.

CLIMATE CLIMATESOLUTION SOLUTIONS S CLIMATE SOLUTIONS ELEMENT ELEMENT

WIND SOLUTIONS

STOVES STOVES

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The NIBE Group Corporate Colors Please use the following corporate colors and graphic elements for the NIBE Group.

They should be used whenever Group specific information is given.

Colors

CMYK

RGB

GREY

50 % black

128, 128, 128

Dark green

72, 25, 72, 0

106, 146, 102

Middle green

49, 16, 38, 15

139, 162, 149

Light green

32, 2, 39, 0

196, 216, 177

NIBE RED

25, 100, 100, 0

168, 21, 36

GREEN

Lines Line thickness 0.25 pt in black (50 %) 0,50 pt in black (50 %) 0,50 pt in black (100 %)

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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The NIBE Group Typography The corporate type face is Source Sans Pro, which can be downloaded freely on Google fonts.

Source Sans Pro is used in all Corporate and Business Area level communication.

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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NIBE Group Presentations The NIBE Group PPT illustrates colors and layout in the Group profile when communicating on group level. Change of colors or graphic design is not permitted.

The NIBE Group PPT/Business A rea must always use the NIBE Group profile when communicating on Business Area level. Consequently, change of colors or graphic design is not permitted.

The NIBE Group PPT/Company/Subsidiary illustrates an independent subsidiary profile. The subsidiary’s profile is used when communication on its level.

The NIBE Group presentation

The Business Area presentation

The Company/Subsidiary presentation

NO. 6 · June 2018 · Guidelines for the NIBE Group Brand Strategy | brand@nibe.com

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