Senior Lifestyle Brand Guidelines: June 2019

BRAND GUIDELINES A brand reference guide to ensure consistency and uniformity in all applications of Senior Lifestyle

TABLE OF CONTENTS INTRODUCTION SENIOR LIFESTYLE BRAND LOGO USAGE MISSION & VISION FONT PALETTE COLOR PALETTE IMAGE LIBRARY VISUAL ELEMENTS PROGRAM LOGOS COMMUNITY LOGO LOCKUP BRAND APPLICATIONS STATIONARY MAIL BOX GREETING COLLATERAL SUITE EMAIL SIGNATURE/TRIFOLD IDENTITY

INTRODUCTION Welcome to Senior Lifestyle - Our story started in 1985 with our iconic dancing couple and a dream of seniors’ housing communities that would allow seniors to pursue the lifestyle they wanted.

Today, that same dancing couple acts as a symbol for who we are and what we do. To us, dancing represents much more than a pastime; it’s a passion, it’s spirit and freedom, it’s liveliness, and it’s the opportunity to choose how you express yourself from endless options. In short, it’s an avenue to live your life in your style.

BRANDING LOGO USAGE From the very beginning, the Dancing Couple has been an iconic symbol that represents our commitment to allowing our residents the same freedom, spirit and options that any dancer, beginning or expert, can explore.

Just like a dance studio, our communities are a place where residents, team members and families can learn, celebrate and engage in their passions with the support they need to achieve their goals, be it in art, music, fitness, cooking, gardening, or more.

Our logo represents our mission and philosophy that empowers our residents to live their lives, in their style.

PMS NAVY 7694

PMS COOL GRAY 4U 20%

BRANDING COLOR REPRODUCTION OF SENIOR LIFESTYLE’S LOGO Whenever possible, the logo should be reproduced in the corporate colors on light-colored backgrounds. Reversed-out version of the logo may also be used when appropriate (shown below).

Full Color Logo Option 1

Two Color Logo Option 1

One Color Logo Option 2

One Color Logo Option 3

One Color Logo Option 4

BRANDING LOGOTYPE IMPROPER USE The Senior Lifestyle logo must never be altered in any way. treatments.

Improper Use Fig. 7-12

YOUR LIFE, YOUR STYLE

BRANDING MISSION & VISION

VISION To become the trusted leader in senior living services by creating great places to work and great places to live.

MISSION Every day, Senior Lifestyle’s caring team members purposefully brighten and enrich the lives of those we service with dedication to our core values: • HOSPITALITY • EXCELLENCE • APPRECIATION • RESPECT • TEAMWORK

BRANDING FONT PALETTE Consistency in typography is an important, but often overlooked, component of branding. Senior Lifestyle’s corporate fonts are Gotham and Noto Serif chosen for legibility, sophistication and versatility.

HEADLINE SUB-HEADLINES Body Copy

GOTHAM AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()

NOTO SERIF

Italics Body Copy

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*() AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()

BRANDING COLOR PALETTE The use of rich blue and soft gray elicits a feeling of ease and comfort, yet depicts a sophisticated appeal reflective of our rich history and tradition of excellence.

Each corporate color below is identified by its Pantone (PMS) and CMYK values for print, as well as RGB and hex values for web and other digital media. When printing on uncoated paper stock, please use the following PMS/CMYK values instead of those noted below.

PMS NAVY 7694

CMYK: 100c 78m 34y 20k RGB: 16r 50g 89b HEX: #103259

PRINT B+W USE ONLY

PMS COOL GRAY 4U 100%

CMYK: 5c 4m 5y 0k RGB: 234r 232g 231b HEX: #eae8e7

PMS COOL GRAY 4U 20% CMYK: 5c 4m 5y 0k RGB: 234r 232g 231b HEX: #eae8e7

BRANDING IMAGE LIBRARY Images play a significant role in communicating Senior Lifestyle’s message and purpose. The images on the following page are a sample of the look and feel that should be portrayed and can be used for all general Senior Lifestyle’s collateral.

• General images that don’t exclude or call out specific services should be used for all-encompassing collateral.

• Images should feel warm with laughter and smiles.

• A sense of security should radiate from each photo as the purpose of Senior Lifestyle is to provide each resident the opportunity to persue their life in their style.

• Images should focus on candid moments with limited use of posed shots.

• Images should be high quality (300dpi minimum) taken by a professional photographer.

• Portray scenes subtly revolving around Independent Living, Assisted Living, Memory Care, Skilled Nursing, residents, nurses, family members, and advisors.

• Photos should also include a focus on diversity that reflects that of our residents.

BRANDING IMAGE LIBRARY EXAMPLES

BRANDING VISUAL ELEMENTS

The dancing couple can be used on all items alone with the brand colors.

*Watermark

PROGRAM LOGOS

health & wellness

sales & marketing

BRANDING LOGOTYPE COMMUNITY All community’s have a standard logo. They must only be PMS 7694 or reversed out white. Name of community must be the same size font. The line from the dancing couple must end where community name ends and must not extend. The only exception for color would be for The Sheridan properties, which would be in PMS warm red c.

Community Logo Examples

BUSINESS STATIONERY Stationery templates have been designed for Senior Lifestyle. If you do not see what you need, additional templates and sizes can be developed based on the brand standards BUSINESS CARD / LETTERHEAD / ENVELOPE / NAME BADGE YEARS OF SERVICE

Dear Community, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi Thankad you for your cooperation. enim minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis We look forward to commodo future! nisl ut aliquip ex ea consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Krystyna Bontrager Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummyCommunications and Brand Manager nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi MAIN: 312.673.4362 303 East Wacker Dr John ad Smith MOBILE: 000-000-000 Suite 2400 enim minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis FAX: 000-000-000 Chicago, IL 60601 Marketing Coordinator nisl ut aliquip ex ea commodo consequat.

KBontrager@seniorlifestyle.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis.

Thank you for your cooperation.

We look forward to future!

John Smith Marketing Coordinator

NAME HERE Job Title Goes Here

COMMUNITY NAME HERE

a Senior Lifestyle community

NAME HERE Job Title Goes Here

COMMUNITY NAME HERE

a Senior Lifestyle community

MAIL BOX GREETING Welcome to Senior Lifestyle! Please use the scripts below to set up your mail box for day-to-day calls, as well as during occasions when you are out of office.

VOICEMAIL BOX GREETING Hello, you have reached (insert name), (insert title) with Senior Lifestyle. Your call is important to me, so please leave a detailed message with your name, purpose of your call, and the best number and time to reach you. I will return your call as soon as I am able. If you would like to return to the receptionist, you may press zero at any time.

Have a wonderful day (OR thank you).

OUT-OF-OFFICE VOICEMAIL BOX GREETING Hello, you have reached (insert name), (insert title). I am currently on vacation (out of the office, etc...) and will return on (insert date of return). If your call is of an urgent nature, please call (insert name) at (insert phone number). Otherwise, please leave a detailed message with your name, purpose of your call, the best number and time to reach you and I will return your call upon my return. Have a wonderful day.

OUT-OF-OFFICE EMAIL GREETING “Hello, I am currently on vacation (out of the office, etc...) and will return on (insert date of return). If your message is of an urgent nature, please contact (insert name) at (insert e-mail address). I will respond to your e-mail upon my return. Thank you.�

For voicemail assistance, please email SLC@telcomcorp.com.

For email assistance, please call the SLC IT Help Desk at 855-249-1830.

COLLATERAL SUITE

EMAIL SIGNATURE

TRIFOLD

IDENTITY

IDENTITY

IDENTITY All announcements and flyers must be displayed in frames or acrylic displays. Loose paper with scotch tape is not permitted.

Frames and acrylic displays are available for order on the Senior Lifestyle store.

COLOR OPTIONS: Single Single Single Single

Mat Mat Mat Mat

- BLACK - BLUE – DARK RED – BROWN

Double Double Double Double

Mat Mat Mat Mat

– – – –

BLACK OUTSIDE, WHITE INSIDE BLUE OUTSIDE, WHITE INSIDE DARK RED OUTSIDE, WHITE INSIDE BROWN OUTSIDE, WHITE INSIDE

Here when you need us.

adult day services 7 days a week, 24 hours a day. What is adult day services? Adult day services provides; meals, snacks, activities, a quiet space for relaxing and a place to rest for your loved ones.

OVERNIGHT SERVICES are also available where the residents can sleep here at Community Name Here and then be picked in the morning.

This is a great way for us to give the communities caregivers some relief and rest as well as get the day services residents some socialization, friendship and something to look forward to.

COMMUNITY NAME GOES HERE

a Senior Lifestyle community LEVELS OF CARE | LEVELS OF CARE ADDRESS HERE | CITY, STATE 00000 W W W. S E N I O R L I F E S T Y L E . C O M

ADHESIVE PUTTY This adhesive putty solution works on most porous and non-porous surfaces.

IDENTITY Corporate Bios

Option 1 - With Image

Option 2 - Without Image

IDENTITY Independent Living Bus

IDENTITY Assisted Living Bus

IDENTITY embrace Bus

IDENTITY Memory Care Bus

IDENTITY

IDENTITY

IDENTITY