The Microlise brand guidelines document defines the branding standards that cascade through all Microlise Group sub-brands and marketing communications. It covers topics such as colour usage, the logo, typefaces, graphic devices, imagery, icons and product shots to maintain a consistent brand identity. Sub-brands like Human Resources, Transport Conference and Focus are also addressed and may have some unique branding elements defined within the guidelines.

1. BRAND
GUIDELINES
MICROLISE GROUP
EXTERNAL DOCUMENT - V1.2

2. Microlise Group branding......................................................3
Colour usage & breakdowns .........................................4
The logo.............................................................................5
Powered by Microlise......................................................7
Typefaces & usage...........................................................8
Typography........................................................................9
Buttons, boxes and flows.............................................10
Graphic devices..............................................................11
Imagery and usage........................................................12
Icons.................................................................................14
Product shots..................................................................16
Graphics - Top level........................................................17
Diagrams & illustrations................................................18
Promotional collateral...................................................19
Human Resources - Sub-brand..........................................20
Typography & photography............................................21
Promotional collatoral....................................................22
Microlise Transport Conference - Sub-brand....................24
Logo, typography & photography.................................25
Visual devices...................................................................26
Focus - Sub-brand.................................................................27
Logo & photography........................................................28
CONTENTS
Microlise brand guidelines
cascade through the rest of the sub-
brands. So are applied unless stated in
this document.
STRUCTURE
MICROLISE
Brand colours & typography
Graphic devices
Illustration & photography
Promotional collatoral
HUMAN RESOURCES
MICROLISE TRANSPORT
CONFERENCE
FOCUS
KNOWLEDGE PORTAL
Typography
Graphic devices
Illustration
Logo
Graphic devices
Imagery
Logo
Graphic devices
Photography
Logo
Photography

3. MICROLISE
BRANDING
MICROLISE GROUP
This document defines the Microlise Group brand
guidelines. The guidelines cascade through all
marketing communications, and apply to all sub-
brands unless specifically noted in this document.
3 CORE-BRAND - MICROLISE GROUP

4. The core colour palette for the Microlise brand is made from two primary
colours and one accent colour. The clear ‘white’ space of every touch point
should be used to the benefit of the brand.
COLOUR USAGE AND
BREAKDOWNS
Primary colours
The primary colours for the
Microlise brand include a strong
electric blue and a dark charcoal
grey, which contrasts well and gives
the palette balance.
Accent colour
A bright and vibrant sunshine yellow
can be used as an accent colour to
inject energy and contrast.
75%
50%
25%
ELECTRIC BLUE
PANTONE 3005 C
CMYK: 100 / 40 / 0 / 0
RGB: 0 / 117 / 191
HEX: #0075C9
75%
50%
25%
5%
CHARCOAL GREY
PANTONE 426 C
CMYK: 75 / 64 / 57 / 73
RGB: 37 / 40 / 42
HEX: #25282A
CMYK: 75 / 30 / 0 / 0
RGB: 64 / 152 / 207
HEX: #3F97CE
CMYK: 55 / 49 / 47 / 51
RGB: 98 / 97 / 96
HEX: #626060
CMYK: 50 / 20 / 0 / 0
RGB: 128 / 186 / 223
HEX: #7FBADE
CMYK: 25 / 10 / 0 / 0
RGB: 191 / 221 / 239
HEX: #BFDCEE
CMYK: 37 / 33 / 31 / 34
RGB: 150 / 149 / 149
HEX: #969595
CMYK: 18 / 16 / 16 / 17
RGB: 203 / 202 / 202
HEX: #CACACA
CMYK: 4 / 3 / 3 / 3
RGB: 245 / 244 / 244
HEX: #F4F4F4
75%
50%
25%
SUNSHINE YELLOW
PANTONE 108 C
CMYK: 2 / 11 / 99 / 0
RGB: 255 / 218 / 17
HEX: #FFDA11
CMYK: 1 / 8 / 75 / 0
RGB: 255 / 228 / 64
HEX: #FFE43F
CMYK: 1 / 5 / 50 / 0
RGB: 255 / 237 / 128
HEX: #FFED7F
CMYK: 0 / 3 / 25 / 0
RGB: 255 / 246 / 191
HEX: #FFF6BF
MICROLISE GROUP
4 COLOUR USAGE

5. THE LOGO
Colour variants
The Microlise logo is clean, confident and flexible. The versatile logo
can be reproduced in any of the ways shown below but must always sit
on a flat colour to show a considered and consistent approach across
all collateral.
MICROLISE GROUP
5 THE LOGO

6. Minimum size and clear space
To maintain clarity and visual integrity the logo should always be clear
and legible. The following restrictions have been set for the benefit of
the brand.
The rules set for the minimum size and clear space area must be
adhered to at all times.
MINIMUM SIZE
The logo can scale depending on
its use, but there is a point where it
will become illegible. To retain the
legibility of the logo, it should never
be produced smaller than the size
shown opposite.
CLEAR SPACE
The clear space must be adhered to
in both printed and digital material.
This space is determined by the
width and height of one square of
the logo mark. The size and shape
of this is defined by the ‘Y’ in the
grey box, the equivalent space of
two ‘Ys’ must be clear around the
entire logo.
Y
Y x2
Y x2
Y x2 Y x2
25mm
MICROLISE GROUP
Note: M icon should never
be used separately from
Microlise lettering.
6 THE LOGO

7. POWERED BY
MICROLISE
Powered by logo
The words ‘Powered by’
sits left aligned to the ‘M’
of Microlise logo, using the
Decima typeface.
In exceptional circumstances
where height space is at
an absolute premium, the
logo can be unstacked (see
examples at bottom of page).
MICROLISE GROUP
Under certain circumstances there is a need to use ‘Powered by’
Microlise. In this instance we have created a ‘Powered by’ logo.
This should only be used under specific instructions.
7 POWERED BY MICROLISE

8. TYPEFACES
AND USAGE
Primary typeface
Decima is used for headlines, sub
headlines, pull-quotes and stand out
information in a communication.
It should generally be set in upper-
case when used in headlines and
sub headlines, and sentence case for
pull-quotes.
Secondary typeface
Roboto Light is used for body copy
and other large blocks of text. It can
also be used to complement Decima
when communications use secondary
information in the masthead, like for
dates or contact numbers and web
addresses.
DECIMA LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
DECIMA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ROBOTO LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
TAHOMA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Tertiary typeface
Tahoma is a humanist sans-serif
typeface common on most desktop
computers. It should be used when
Primary and Secondary typefaces are
unavailable.
The Microlise brand uses two typefaces to define and emphasise specific
information or messages. Decima is a sleek and stylish modern font
giving a sense of strength and confidence with a subtle technical feel.
FS Lola is a unique contemporary
serif font with well-rounded letters,
great for large volumes of content.
MICROLISE GROUP
8 TYPEFACES AND USAGE

9. Sub-title ‘H2’
NEXT TITLE ‘H3’
Another title ‘H4’
Welcome to Microlise. You have joined a
Company with the best people ‘Body intro’
Welcome to Microlise. Make inline text blue use ‘M_Inline blue‘
character style You have joined a Company with a great tradition
of innovation, which prides itself on having the best quam.
Make inline text bold use ‘M_Inline bold’ character style
laccumquiam, commolupta del iumquam et perspe doles est
magnimp orporiatecte es consequae verorerrum verum es et
pelenia volupturia ‘M_Body text’ paragraph style.
TITLE FOR STANDARD BULLET LIST
ĉ List item1 use ‘M_Body bullets benefits tick‘
ĉ List item2
ĉ List item3
TITLE FOR A BULLET LIST OF BENEFITS ‘H3’
M List item1 use ‘M_Body bullets benefits tick‘
M List item2
M List item3
TITLE FOR A BULLET LIST OF FEATURES (H3)
+ List item1 use ‘M_Body bullets features plus‘
+ List item2
+ List item3
BODY
HEADER ‘H1’
MICROLISE GROUP
“You have joined
a Company with a
great, tradition of
innovation”
YOU HAVE JOINED
A COMPANY WITH A
GREAT, TRADITION
OF INNOVATION
‘BODY INTRO’
Focus boxes
This is an alternative method
of focusing on certain content
within - for example - an article
in a brochure.
Traditionally used at the end
of an article.
Note: H1 is all caps, and line
height is always the same
as point size in blue
Note: No full stops at
the end of bullet points
Note: No full stops at
the end of Body intro
9 TYPOGRAPHY

10. Internal
Visit the Microlise Intranet to access these assets.
BUTTONS,
BOXES & FLOWS
Boxes
USE ‘M_TEXT
BOX BLUE FILLED’
OBJECT STYLE
USE ‘M_TEXT BOX
WHITE OUTLINE’
OBJECT STYLE
USE ‘M_TEXT BOX
BLUE OUTLINE’
OBJECT STYLE
USE ‘M_TEXT BOX
WHITE FILLED’
OBJECT STYLE
MICROLISE GROUP
Call to action
Find assets external-link
Find assets external-link
MARKETING LEAD EXAMPLESTEMPLATED EXAMPLES
(WORD DOCUMENTS ETC)
microlise.com/insights chevron-double-right
External
Read our latest thought leadership at:
Internal
Visit the Microlise Intranet to
access these assets.
Find assets >>
External
Read our latest thought
leadership at:
microlise.com/insights >>
microlise.com/insights chevron-double-right
Roll-over state
(Screen only)
Roll-over state
(Screen only)
10 BUTTONS, BOXES & FLOWS

11. Examples
MICROLISE
LTD MICROLISE
GROUP LTD
SHAREHOLDING
100%
MICROLISE
HOLDINGS
LTD
SHAREHOLDING
100%
MICROLISE
GROUP
HOLDINGS
LTD
SHAREHOLDING
100%
MICROLISE
ENGINEERING LTD
MICROLISE TELEMATICS
PRIVATE LTD
MICROLISE
PTY LTD
MICROLISE
SAS
SAVE FUEL,
IMPROVE
PERFORMANCE
Microlise telematics solutions save our customers
£210 million per year in fuel costs & reduce C02 emissions
by 472,000 metric tonnes every year by helping to:
M Improve efficiency
M Improve driving style
M Improve fleet utilisation
M Enhance business intelligence
M Increase vehicle uptime
M Reduce accident rates
Visit microlise.com �For more information, call 01773 537000 or...
Example flyer
11 EXAMPLES

12. MICROLISE GROUP
GRAPHIC
DEVICES
MICROLISE GROUP
FLEET
PERFORMANCE
A MICROLISE TELEMATICS PRODUCT
LARGE HEADLINE
Sub-header
Date issued:
(Any further notes to be included in here)
The central block image
This style is used when a document is most likely
going to be printed on a standard office printer.
It consists of the Microlise logo, header, sub-header,
necessary details such as version number and an
image centralised and aligned to the bottom of the
page.
The blue box
The blue box is a fundamental part of the Microlise
brand. This is always the Microlise Group blue and
at 90% opacity (this can be opaque depending on
context) when placed on top of an image. Generally
placed in the top left corner of marketing material.
The box can decrease in width according to the
content within, but ample space needs to be added
above and below the logo and header.
This style is predominantly used when a document is
screen-only or professionally printed.
Find templates external-link
For reference, image
size: 12.9cm (height)
x 15.95cm (width)
12 GRAPHIC DEVICES

13. Imagery should be professionally shot, relevant, and retain a strong,
dramatic, and imposing quality.
Images should be connected to the relevant internal sub-brand,
independent of platform or channel.
IMAGERY
AND USAGE
MICROLISE GROUP
YES
YES
NO
NO
Dynamic and atmospheric, showing movement
and a dramatic sky. Modern looking vehicles.
Image shows Microlise product displayed on a supported, top
of-the-range device. The background should be appropriate to
the transport industry.
Static and low contrast. Older lorries, with specific markings
should not be used.
Out-dated device and inappropriate background.
13 GRAPHICS - IMAGERY AND USAGE

14. Local audience consideration
Please consider local audiences when using imagery. The primary element
to consider is the side of the road on which the vehicle is driving.
For example, for the UK use modern trucks (Euro 6) with flat fronts, driving
on the left hand side of the road.
Featuring people
The people featured in
marketing material should
appear professional and
focussed on the job at hand.
Also, the people featured should
be wearing appropriate clothing
for the situation. Specifically
wearing high-visiblity vests
when situated in or around
transportation, warehouses
and depots.
YES
YES
NO
NO
MICROLISE GROUP
14 GRAPHICS - IMAGERY AND USAGE

15. ICONS
Benefits
This is an example set of icons for communicating the benefits
of the services & products Microlise provides.
MICROLISE GROUP
MAXIMISE FLEET
EFFICIENCY
MANAGE
COMPLIANCE
IMPROVE DRIVER
PERFORMANCE
ENHANCE CUSTOMER
EXPERIENCE
INCREASE SAFETY
& MANAGE RISK
MANAGE DRIVER
WORKFLOWS
15 GRAPHICS - ICONS

16. Diagrams
PRODUCT
FORWARD
FACING CAMERA
(Mounted in cab)
REAR FACING CAMERA
(Mounted at the top of
the trailer doors)
NEARSIDE
CAMERA
OFFSIDE
CAMERA
DRIVER FACING
CAMERA
DVR
(Digital Video Recorder)
INCIDENT DATA
RECORDER
Remotedownload
Product
Use the appropriate icons when
communicating information about
specific physical products.
Product
illustrations
MICROLISE GROUP
16 GRAPHICS - ICONS PRODUCT

17. PRODUCT
SHOTS
Warning
over-revving
Labels for
products
Labels for products
Devices and annotation
Where possible, screenshots should be displayed on the appropriate device.
Design your own
work-flow - choose
which tasks drivers
should complete
MICROLISE GROUP
Labels for products
Potential for
improvement
Labels for products
Please contact Marketing if you require these assets.
17 PRODUCT SHOTS

18. ILLUSTRATION
STYLE
Personality and warmth
The purpose of this part of the Microlise brand is to
give our message extra personality and warmth.
Typography
PRIMARY TYPEFACE
SECONDARY TYPEFACES
MATIZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Cardenio Modern
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
luna
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
SP-Marker Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Om Telolet Om
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
This style is used for top level business
structure diagrams and processes. It is
also used within internal and external
human resources communications.
Note: This style should only be created or
edited by the marketing team.
MICROLISE GROUP
Please contact Marketing if you require these assets.
18 ILLUSTRATION STYLE

19. Diagrams & illustrations
EXAMPLE COMPANY ‘BIG PICTURE’ DIAGRAM
STANDARD LAYOUT
OUR NEW CUSTOMER
SERVICE MANAGEMENT
SYSTEM
Strategic investment in the service
management function
The deployment of a fully ITIL (Information
Technology Infrastructure Library) aligned service
management system is part of a strategic investment
in the service management function. It will allow
Microlise to deliver a better service to our customers,
with improved communication and faster incident
resolution times.
As part of an ongoing commitment to improving the
customer experience, Microlise has also invested in
additional functions within our service teams:
+ ITIL ALIGNED PROBLEM MANAGEMENT - to identify and
address the root cause of incidents to mitigate
future problems
+ TIER 3 SUPPORT - to provide an extra level of
technical knowledge
+ CHANGE MANAGEMENT - to protect the business
from unauthorised alterations which could impact
customers
M Improved communication
M Faster resolution times
M A reduction in incidents
M The ability to self-serve
SERVICE MANAGEMENT
K
now
l
e d g e
EXPERTISE
SERVICE LIFECYCLE
ITIL
Serv
iceDesign
ServiceOpe
ration
Service Transition
Se
rviceStrat
egy
Co
ntinual Service Improvem
e
nt
ITIL (IT Infrastructure Library) provides
a framework of Best Practice guidance
for IT Service Management and since
its creation, ITIL has grown to become
the most widely accepted approach to
IT Service Management in the world.
A
PPROVAL
S
ESCALATION
AS
SIGNMENT
OR
SER
VICE REQUE
ST
E
SCALATIO
N
F
UNCTIONA
L
CLOSURE
I
NCIDEN
T
D
EVELOPMEN
T
M
A
NAGEME
N
T
RELEASE
CHANG
E
M
A
NAGEME
N
T
R
ESOLUTIO
N
C
ATEGORISIN
G
LOGGING &
SERVICE LEVEL AGREEMENT
INCIDENT
M
AJOR
CUSTOM
ER
PRIORITY
&
PRIORITISING
LOGGING,
C
ATEGORISIN
G
PRIORITY
M
A
NAGEME
N
T
PROBLEM
&
DIAGNOSIS
IN
VESTIGATIO
N
SELF-SERV
TE
L / EMAI
L
&
R MA
FI
ELD VISI
T
TIER INCIDENTS RAISED
P1 2hr 30
P2 1hr 24
with 95% resolved
within SLA
said their experience
was POSITIVE
85%of incidents
reported 4,000incidents
raised
AVERAGE RESOLUTION
P3 49 min
P4 15 min
TIER 1 60% fixed
TIER 2 20% fixed
TIER 3 10% fixed
K
now
l
e d g e
EXPERTISE
SERVICE LIFECYCLE
ITIL
Serv
iceDesign
ServiceOpe
ration
Service Transition
Se
rviceStrat
egy
Co
ntinual Service Improvem
e
nt
ITIL (IT Infrastructure Library) provides
a framework of Best Practice guidance
for IT Service Management and since
its creation, ITIL has grown to become
the most widely accepted approach to
IT Service Management in the world.
A
PPROVAL
S
ESCALATION
AS
SIGNMENT
OR
SER
VICE REQUE
ST
E
SCALATIO
N
F
UNCTIONA
L
CLOSURE
I
NCIDEN
T
D
EVELOPMEN
T
M
A
NAGEME
N
T
RELEASE
CHANG
E
M
A
NAGEME
N
T
R
ESOLUTIO
N
C
ATEGORISIN
G
LOGGING &
SERVICE LEVEL AGREEMENT
INCIDENT
M
AJOR
CUSTOM
ER
PRIORITY
&
PRIORITISING
LOGGING,
C
ATEGORISIN
G
PRIORITY
M
A
NAGEME
N
T
PROBLEM
&
DIAGNOSIS
IN
VESTIGATIO
N
SELF-SERV
TE
L / EMAI
L
&
R MA
FI
ELD VISI
T
TIER INCIDENTS RAISED
P1 2hr 30
P2 1hr 24
with 95% resolved
within SLA
said their experience
was POSITIVE
85%of incidents
reported 4,000incidents
raised
AVERAGE RESOLUTION
P3 49 min
P4 15 min
TIER 1 60% fixed
TIER 2 20% fixed
TIER 3 10% fixed
1
Example of
style in action
‘Service
life-cycle’
diagram
SERVICE LIFECYCLE
ITIL
Serv
iceDesign
ServiceOpe
ration
Service Transition
Se
rviceStrat
egy
Co
ntinual Service Improvem
e
nt
ITIL (IT Infrastructure Library) provides
a framework of Best Practice guidance
for IT Service Management and since
its creation, ITIL has grown to become
the most widely accepted approach to
IT Service Management in the world.
CLOSURE
EME
N
T
ASE
ENT
0
4
RESOLUTION
P3 49 min
P4 15 min
MICROLISE GROUP
Note: This style should only
be created or edited by the
marketing team.
19 ILLUSTRATION STYLE

20. HR & CAREERS
SUB-BRAND
MICROLISE SUB-BRAND - HR
Microlise sub-brands inherit all of the styles of the Microlise
Group brand. The styles in this section show the difference
between the sub-brand and the Microlise Group brand.
20 SUB-BRAND - HUMAN RESOURCES

21. TYPOGRAPHY
& IMAGERY
Typography
The two changes include using Decima Light for body text
(instead of FS Lola) and using Decima Bold for inline highlighting.
MICROLISE SUB-BRAND - HR
SECONDARY TYPEFACE
(BODY COPY)
PRIMARY TYPEFACE
ILLUSTRATION PHOTOGRAPHY
DECIMA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
POPPINS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Imagery
21 SUB-BRAND - HUMAN RESOURCES - TYPOGRAPHY & IMAGERY

22. Promo example
Looking for a
career in software
development?
Microlise develops software that empowers the world’s
leading automotive, retail and transport companies
to improve fleet efficiency, increase safety
and reduce environmental impact.
Microlise offer
great career
paths, opening
up great
opportunities.
For more information visit microlise.com/careers
Call to actions
For more information visit
microlise.com/careers
For more information visit
microlise.com/careers
MICROLISE SUB-BRAND - HR
PROMOTIONAL
COLLATORAL
22 SUB-BRAND - HUMAN RESOURCES - CALL TO ACTIONS & PROMO

23. MICROLISE SUB-BRAND - MTC
MICROLISE
TRANSPORT
CONFERENCE
Microlise sub-brands inherit all of the styles of the
Microlise Group brand. The styles in this section
show the difference between the sub-brand and the
Microlise Group brand.
23 SUB-BRAND - MTC

24. MICROLISE SUB-BRAND - MTC
LOGO, TYPOGRAPHY
& IMAGERY
Logo
Imagery
WIDE ANGLE
PEOPLE/INTERACTION
The primary photos used should be wide angle shots of busy areas of the conference.
Showing people interacting and smiling while at the conference is also important.
24 SUB-BRAND - MTC - TYPOGRAPHY & IMAGERY

25. MICROLISE SUB-BRAND - MTC
REGISTER NOW AT
microliseconference.com
EXHIBITORS
OPPORTUNITIES
CONNECTIONS
FASCINATING STANDS
50+
DELEGATES
POSSIBILITIES
CONVERSATIONS
SUCCESS STORIES
1200+
SPEAKERS
INTELLIGENT INSIGHTS
PRACTICAL TIPS
FRESH APPROACHES
40+
15TH MAY 2019, THE RICOH ARENA, COVENTRY
1 6 M A Y 2 0 1 8 ,
T H E R I C O H A R E N A , C O V E N T R Y
Visual devices
THE CHEVRON
The chevron is a recurring theme
within the conference branding.
THE SUNSHINE YELLOW STRIP
All of the promotional activity and much of the collatoral
for the conference should feature a yellow strip on the left
hand side of the designs.
25 SUB-BRAND - MTC - CALL TO ACTIONS

26. MICROLISE SUB-BRAND - FOCUS
FOCUS
Microlise sub-brands inherit all of the styles of the
Microlise brand. The styles in this section show the
difference between the sub-brand and the Microlise
brand.
26 SUB-BRAND - FOCUS

27. MICROLISE SUB-BRAND - FOCUS
LOGO
& IMAGERY
Logo
Imagery
27 SUB-BRAND - FOCUS

28. OTHER MICROLISE SUB-BRANDS
OTHER LOGOS
Insights
Knowledge Portal
28 SUB-BRAND - FOCUS

29. Microlise Limited
Farrington Way, Eastwood, Nottingham, United Kingdom NG16 3AG
 +44 (0)1773 537000  enquiries@microlise.com globe microlise.com