Senior Lifestyle Brand Guidelines

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 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 commiment 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.

Never try to mimic the logo in text by using different fonts or 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 Notif 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 below 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 COMMUNITY LOGO EXAMPLE

a Senior Lifestyle community

COMMUNITY LOGO LOCKUP EXAMPLE

Option One - Reversed Out White:

Option Three - One Color Blue a Senior Lifestyle community

a Senior Lifestyle community

Option Two - One Color Gray a Senior Lifestyle community

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 Thank you for your cooperation. enim ad 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.

FIRST NAME LAST NAME JOB TITLE OR DESCRIPTION HERE Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi SENIOR LIFESTYLE 000.000.0000 303 EAST WACKER DR John ad Smith enim minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis EMAILADDRESS@SENIORLIFESTYLE.COM SUITE 2400 CHICAGO, IL 60601 Marketing Coordinator nisl ut aliquip ex ea commodo consequat.

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

SENIOR LIFESTYLE 303 EAST WACKER DRIVE SUITE 2400 CHICAGO, IL 60601

COLLATERAL SUITE

EMAIL SIGNATURE

TRIFOLD

IDENTITY