1. E m p o w e r i n g T h e I n d u s t r i a l I n f r a s t r u c t u r e
w o o d h e a d . c o m
Global UnificationCorporate Identity & Branding Structure Initiative
May 2006

2. The Power of Corporate Identity and Branding____________________________________
Corporate Identity and Branding represent the very essence of a company. It reflects who we are to our
customers, employees, shareholders, suppliers and other stakeholders. How people perceive a
company’s Corporate Identity and Branding depends in large part on how the dedicated brands reflect
the standards an organization sets in terms of quality, performance and service.
When developing and marketing a product, communicating with customers, partners and employees, or
competing in the field…the value of a brand and its image is a direct correlation to the commitment a
company makes and keeps to these standards.
As a leading global manufacturing company with powerful and recognized brands in the Automation and
Electrical markets, the consistency of our company’s branding structure is the key. A uniform visual
appearance and messaging will allow Woodhead Industries to capitalize on a strengthened corporate
identity. This will help position Woodhead Industries as an aggressive worldwide leader in the
development of technology, products and solutions to the industries we serve.
Only those who are distinct, uniform and attractive will be noticed, recognized and valued on a global
basis.
Global Unification – The New Corporate Identity & Branding Structure________________
Woodhead Industries is embarking on a new Corporate Identity and Branding initiative. The reason for
the change is to better communicate our Corporate Identity in a manner that is consistent with our
values and business focus.
First, the Company Identity will be known as the Endorser Brand Woodhead Industries©
. This will
provide a simplified consistency in the way we present ourselves to the global market, while
emphasizing the global message of “One Woodhead”. This program will not affect the various local legal
identities until further notice.
Second, we will be leveraging the equity that has been built, recognized and retained over the years in
our two core business areas - Automation and Electrical with two Master Brands Brad®
for automation
products and Woodhead®
for electrical and industrial products. Each of these well known and respected
brands continues to reinforce our commitment for driving innovations in fast changing markets.
Third, a new structure of Product Competencies/Categories has been established in order to clearly
communicate our expanded product portfolio within these business areas. These categories will be
further reinforced with the establishment of new logos that will visually leverage and support the equity
associated with our two Master Brands.
Within the Automation Business our Brad®
brand will be supported by the following four key product
categories:
• BradConnectivity™ – Connectors, cordsets and distribution boxes for sensor, actuator and
bus network applications.
• BradCommunications™ – Network interface cards, gateways, simulation software, and
diagnostic tools.
• BradControl™ – Network I/O for on-machine and in-cabinet applications.
• BradPower™ – Modular, flexible wiring systems for machine power distribution and motor
control.
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3. Within the Electrical Business the Woodhead®
brand will be supported by the following nine key product
categories:
• Woodhead®
Balancers – Tool positioners, retractors, balancers and torque reels.
• Woodhead®
Electrical Specialties – Pushbutton/test instruments, pendant stations,
pushbutton controls and receptacle circuit testers.
• Woodhead®
Lighting – Hand lamps, wide area lamps, temporary lighting and lighting
accessories.
• Woodhead®
Portable Power – GFCI’s and multiple outlet boxes.
• Woodhead®
Hose Reels – Open and enclosed spring driven reels, hand wind, specialty and
stainless steel.
• Woodhead®
Wiring Devices – Plugs, connectors, cordsets and receptacles.
• Woodhead®
Electric Reels – Standard and heavy duty cord and cable reels and hand wind
reels.
• Woodhead®
Mobile Electrification – Festoon power cables and enclosed power bar
systems.
• Woodhead®
Wire Mesh Grips – Strain-relief, support and pulling grips.
Fourth, Product Lines structure our expanded product portfolio while leveraging from the rich heritage
of known and trusted names within both the Automation and Electrical businesses. These names will
continue to appear in type only in order to further reinforce and visually support the overall branding
initiative.
Within the Brad®
product categories are individual product lines that include names such as;
applicom®
, mPm®
, SST™
, RJ-Lnxx®
, Brad Harrison®
, Mini-Change®
, Micro-Change®
,
Nano-Change®
Within the Woodhead product categories are individual product lines that include names such as;
Aero-Motive®
, Daniel Woodhead®
, Watertite®
and Super-Safeway®
Finally, Product Names describe and identify the type of Automation or Electrical product.
Automation - cordset, interface card, receptacle, distribution box, etc.
Electrical – hose reel, hand lamp, GFCI, etc.
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4. ®
The New Corporate Identity and Branding Structure
Automation
Endorser Brand
Master Brand
Competencies / Categories
Connectors, cordsets and distribution boxes for
sensor, actuator and bus network applications.
Network interface cards, gateways, simulation
software, and diagnostic tools.
Network I/O for on-machine and in-cabinet applications.
Modular, flexible wiring systems for machine power
distribution and motor control.
Product Line Product Name
Examples Examples
SST™
Mini-Change®
mPm®
Interface cards
receptacles
valve connectors
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5. The New Corporate Identity and Branding Structure
Electrical
Endorser Brand
Master Brand
Competencies / Categories
Product Line Product Name
Examples Examples
Aero-Motive®
Super Safeway®
Daniel Woodhead®
hose reels
handlamps
GFCI
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6. Communicating and Implementing Our New Corporate Identity and Branding Structure___
As we begin to communicate our new corporate identity it is important that we ensure correct and
consistent implementation both visually and verbally worldwide.
Global Marketing Communications has developed a multi-phased plan designed to establish appropriate
standards and guidelines for global introduction and maintenance.
Phase 1
Introduction of new Corporate Identity and Branding strategy and structure:
Internal - Woodhead Industries employees and sales representatives globally via this document.
External - Partners, Distributors, Customers and Press via a general notification outlining the new
structure.
External - End Users via all ongoing communication vehicles (i.e. advertising, literature, signage,
editorial, merchandising, product placement identification, etc.).
Phase 2
Development and Introduction of a Global Corporate Identity Book which include the following key
sections:
1) Basic Standards (eg. Corporate Signature, Brand Structure, Logos, Use of color/Application)
2) Business Papers (eg. Letterhead, Business Cards, Envelopes)
3) Electronic Guidelines (eg. Web, Email Signature)
4) Literature (eg. Types of Literature, Format, Branding Placement)
5) Advertising (eg. Print Ads, Web Banner, Trade Show Signage, Direct Mail)
6) Packaging (eg. Product Packaging, Labelling)
7) Product Placement (eg. Guidelines, Standards)
8) Signage (eg. Building, Doors, Direction and Information)
9) Vehicles (eg. Guidelines, Examples)
10) Trademark Guidelines
Sections 1 & 2 are the core elements needed for setting the standards and guidelines for all applications.
Development will begin immediately with a targeted completion date of the end of summer.
All additional sections will be scheduled and completed on a rolling basis through the remainder of FY’06
and FY’07.
Moving Forward_______________________________________________________________
The introduction of our new Corporate Identity and Branding is a positive time for us.
We know that the coming months of change will be a challenging time, since this major initiative cannot be
implemented immediately or overnight. There will be a transition time where the current brand
structure for current or upcoming projects will be used until some of the basic standards are set,
published and introduced. During this time we ask for your patience and understanding and that
you contact either of us for appropriate direction.
Every point of contact from this day forward, both internally and externally, will continue to build on our
heritage and establish even greater brand equity and recognition of Woodhead Industries as a dominant
leader in both the Automation and Electrical industries.
Please expect further information about the status of the Corporate Identity and Branding program on a
regular basis. The new Corporate Identity and Branding program is designed to benefit you – our
employees, customers and suppliers – in achieving greater awareness and mutually beneficial growth.
We rely on you to help us in making this happen.
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7. For further information please contact:
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Gregor Majhen
Director, Marketing Communications - Europe
Leinfelden-Echterdingen (D)
gregor.majhen@woodhead.com
Phone: +49 711 78 23 74 67
Mobile: +49 172 7 22 23 43
Fax: +49 711 78 23 74 11
Larry Wegner
Director, Marketing Communications – North America
Northbrook, Illinois (US)
larry.wegner@woodhead.com
Phone: +1 847 272 7990
Direct: +1 847 753 6986
Fax: +1 847 272 8133