BRAND IDENTITY GUIDELINES AND APPERANCE BOHEMIAN STUDIO - JUNE 2020 BRAND BOOK

1.0 Introduction Contents 2.0 Fundamentals 1.01 Our corporate identity 1.02 About this manual 1.03 Our story 1.04 Brand promise 1.05 Brand values 1.06 What we do 1.07 Our Vision 1.08 Our Mission 3.0 The Logo 2.01 Introduction 2.02 Corporate logo 2.03 Logo versions 2.04 Exclusion Zones 2.05 Correct uses 2.06 Color versions 2.07 Logo over backgrounds 2.08 Logo over photographic backgrounds 4.0 Typography 4.01 Typeface 4.02 English Typo 4.03 Arabic Typo 5.0 Colors 5.01 Palette of colors 5.02 Primary brand colors 5.03 Secondry brand colors 6.0 Photography 5.01 Overview of categories 5.02 Proper Use 5.03 Improper Use 8.0 Basic rules 8.01 Format edge 8.02 Grid system 8.03 Ads systematics 9.0 Design Elements 9.01 Stationery 9.02 Power point template 9.03 Digital media 9.04 Mobile App 9.05 Giveaways 9.06 Events&Trade show 7.0 Icons

BRAND GUIDELINES Introduction 1.0 Introduction

BRAND GUIDELINES Introduction A brand is a promise that conveys values, messages and emotions. It creates identication, has a high recognition value and creates a strong bond with customers, employees and partners. This is reflected in any form of communication; in all areas and all types of media. The principles of our brand identity are explained in this brand book. It includes the basic elements – logo, colors, typography, imagery, key visual and icons – as well as design rules for the most important applications in our corporate design. Every interaction with our target groups gives us the opportunity to further strengthen the Buseet brand. Understanding and identifying with our brand is driven by the clarity and consistency of brand experience. Please follow these guidelines carefully. They are designed to help and inspire you to build and develop a clear, consistent and successful Buseet brand. This brand manual has been written to help you to implement Buseet logo and visual identity.

BRAND GUIDELINES Introduction 2.0 Fundamentals

BRAND GUIDELINES Fundamentals > Our corporate identity How To Use This Manual This manual has been developed in order to ensure that the graphic elements which make up the visual identity of Buseet the logo, the colors, the type font and design architecture are used correctly and consistently in all their applications. The guidelines contained in this manual indicate how to use and combine the various elements so as to maintain in the world. This tool helps to convey the idea, values and personality of Buseet, and so it is very important to digest and apply its content. With your collaboration, this manual will be an essential tool in maintaining the strength and persistence of Buseet identity over time. Simple For Our Professionals, Better For The Brand

BRAND GUIDELINES Fundamentals > About this manual Whom is this manual for? It is for you, as a part of Buseet, as a supplier or as a partner/associate of our brand. It is aimed at graphic designers, printers and any external consultant or manufacturer with responsibility for the design, creation or production of any element owned by Buseet. What is this manual for? This interactive manual is an aid to presenting ourselves as a brand in a specific, predetermined manner. We all share responsibility for protecting and caring for our brand. Through our collective efforts , we are protecting its future. Professional: the equipment produced by Buseet reflects the group’s philosophy of innovation and high quality. Consistent: all elements are presented with a sense of unity and order; they are set out clearly and with a logical reasoning and also with a flexible and open attitude. Convincing: the communication of our brand must be sound and easily recognizable. A Way Of Viewing A Brand With A Future

BRAND GUIDELINES Fundamentals > Our story Our story Buseet is a Modern Bus Network, established in late 2016, offering everyday commuters convenient rides by modern shuttles operated under a state-of-art technology. We are currently operating in Cairo and working on expanding inside Egypt and outside. Amr El-Sawy, founder of Buseet was inspired with the idea while he was commuting between New Cairo and Smart Village everyday. Now it has become the new transport option for everyone who needs a decent, affordable, and convenient ride. Buseet is The First Egyptian Company To Become A Google Transit Partner & Have Routes Shown In Google Maps.

BRAND GUIDELINES Fundamentals > Brand promise The brand promise unites our positioning, benefits and brand values into a premise according to which we act in all activities. It describes our requirement and inner attitude towards which we orientate ourselves. The promise inspires our language; however, it is not used in its pure form in external communication. Excellence and quality are not ends in themselves for Buseet but are always driven by the needs of our customers and the value they bring to them. —Je Bezos, Amazon founder “Your brand is what people say about you when you’re not in the room.”

BRAND GUIDELINES Fundamentals > Brand values Buseet values Simplicity Integrity Ownership Innovation Efficiency Fun We put a strong emphasis on proactive engagement with our customers.

BRAND GUIDELINES Fundamentals > What we do What we do Buseet is a ride hailing service, we use our app to connect (common ground) passengers and busses to provide easier transportation. Buseet fills the gap between driving, private transportation and public transportation WeprovidebothB2Crouteswithon-demandticketreservation, and B2B customised packages for companies to provide transportation benefits for their employees. Buseet is the first egyptian app to partner with Google, hence our routes are shown to people searching for locations on Google maps.

BRAND GUIDELINES Fundamentals > Our vision > Our mission Our vision Our misssion Sharing great journeys. Providing a better commute experience for everyone.

BRAND GUIDELINES Introduction 3.0 The Logo

BRAND GUIDELINES Introduction The logo is one of the basic elements of Buseet’s identity and it achieves impact when used in conjunction with the other elements. A consistent message is thereby created. The Buseet logo reflects our spirit and character, as it has been specially designed to represent our values and our brand idea. With its weight, it constitutes the solidity represented by a company that carries out transportation and high-technology bus network. It Is Our Signature, The Digital Fingerprint Of Our Organization.

BRAND GUIDELINES The Logo > Corporate logo > Architecture Architecture The logo is a graphic comprised of the wordmark (logotype) and figurative mark (symbol). The lettering is created using the Nexa typeface, and traffic and road sign reflects the idea of route. The logo should be always produced from the master artwork. Use the complete logo. The only time you should use the symbol alone is on the Buseet website or social media channels where there are other elements to help the user recognise the brand. The logo can also be accompanied by a slogan. and you can also use the typefont alone in graphical and printed materials. Sympol Logotype Logo

BRAND GUIDELINES The Logo > Corporate logo > Architecture

BRAND GUIDELINES The horizontal version The horizontal version of the logo is the official version, and should be used in all media. The vertical version However, in exceptional cases where there is not enough space for the usual logo, you can use the vertical version of the Buseet logo. You should avoid using this version unless it is strictly necessary. The Simple version you can also use the typefont alone in graphical and printed materials. Horizontal version vertical version Simple version The Logo > Corporate logo > Logo versions

BRAND GUIDELINES The Logo > Corporate logo > Exclusion Zones Exclusion Zones An exclusion zone around the logo has been created to protect its integrity and make sure the logo is easy to read. The height and width of the Buseet sympol is taken as a guide to de ne the exclusion zone. Horizontal Logo vertical Logo Logo Mark x 7 x 3.5 x 7 x

BRAND GUIDELINES LOGO USE AND MISUSE RULES When using the logo, take care to not harm its integrity by altering it or exercising your personal creative freedom The following are merely a few examples of what wouldn’t be OK alone in graphical and printed materials. For context, this is the correct logo Change colors Removing any of the elements Change colors Stretch or transform Change the font Adding shadows skew or Change the structure type Remove elements Outline abbreviated The Logo > Corporate logo > Correct uses

BRAND GUIDELINES Achromatic versions Achromatic versions (black and white), differ slightly from the main logo due to usage of only one colour. all the guidelines and rules for safe space etc. are the same as for the normal coloured version. The Logo > Logo over backgrounds > Achromatic versions Logo over white background Logo over black background

BRAND GUIDELINES Background colours You should always try to use the positive (main) version of the logo. However, when the background is the same colour as an element of the logo you can use the negative version. The Logo > Logo over backgrounds > Background colours white background Orange background Grey background

BRAND GUIDELINES Background images We’re proud of our logo, so readability is essential. Only use the main version on light backgrounds. Use the negative version on dark backgrounds which do not contrast with the Orange part of the logo. If the background picture is too complex, and it is difficult to read the logo, we strongly recommended using a different image. Use a solid corporate colour label behind the logo if there is no other option. The Logo > Logo over backgrounds > Photographic backgrounds white background Dark background Don’ts

BRAND GUIDELINES 4.0 Typography Typography > Typeface

BRAND GUIDELINES Type is more than a design element. It articulates our message, expressing both what we say and how we say it. Modern, easy to read, and humanist . Open sans is our official font and must be used when possible. It’s modern and sophisticated. It feels authentic and familiar. use Open sans in all marketing collateral and the website. Type Is Beautiful, And It Matters Use what makes it unique And Keep It Simple Typography > Typeface

÷×=>$€:;,.* Open Sans Bb Open Sans Light Primary Font Open Sans Semibold Typography > Typeface > English typo

÷×=>$€:;,.* Helvetica Neue Bb Helvetica Neue Light Secondary Font Helvetica Neue bold Typography > Typeface > English typo

÷×=>$€:;,.* Typography > Typeface > English typo Akzidenz Bb Akzidenz Regular Third Font Akzidenz Medium

÷×= Palette of colors

BRAND GUIDELINES Colors > Palette of colors > Primary brand colors Colour Palette Orange, gray and white are the main colors of our visual appearance. These brand colors are primarily used for the design of the communications media. In addition to the use of the logo, orange is used as an accent color. The tones of gray are predominately found in the typeface and as a background color. All brand colors can be used in gradations of %25. Primary colors Buseet Orange (Pantone 1505C) is the main colour of the Buseet identity so it has the strongest presence on our brand. Buseet Grey (Pantone 80K) complements the Buseet orange color, creating balance and making the palette more distinctive and sophisticated. Buseet White balances the other colours and gives space to the elements. Please note that RGB & Hex/HTML values will differ between the PANTONE Color Finder and the PANTONE Color Bridge Guides due to different standards for print and digital use. For Offset printing (couche, febriano and crystal paper). For Digital printing (flex, banner and vinyl) indoor & outdoor. CMYK C0 M68 Y100 K0 RGB R255 G107 B0 Hex FF6900 CMYK C0 M0 Y0 K80 RGB R60 G60 B59 Hex 3C3C3B CMYK C0 M0 Y00 K0 RGB R255 G255 B255 Hex FFFFFF Pantone 1505 C Pantone Dark Grey White CMYK C0 M68 Y100 K0 Colot Tint CMYK C0 M60 Y100 K0 CMYK C0 M0 Y0 K80 CMYK C0 M0 Y0 K80 Shades Tints

BRAND GUIDELINES Colors > Palette of colors > Secondary brand colors Secondary colos These colours provide flexibility when you need to present a large variety of elements. They should be used to accent the primary palette, never dominate the piece. Besides the primary and secondary colors, the Buseet color spectrum also contains information colors for web and office applications. They mainly serve the design of diagrams and infographics. CMYK C30 M27 Y31 K7 RGB R182 G173 B165 Hex #B6ADA5 CMYK C30 M95 Y45 K10 RGB R166 G46 B92 Hex #A62E5C CMYK C0 M30 Y100 K0 RGB R245 G185 B30 Hex #F5B91E CMYK C23 M0 Y60 K22 RGB R155 G200 B80 Hex #9BC850 CMYK C75 M20 Y20 K0 RGB R42 G159 B188 Hex #2A9FBC CMYK C35 M3 Y8 K7 RGB R163 G199 B210 Hex #A3C7D2 CMYK C50 M85 Y0 K0 RGB R145 G73 B155 Hex # 90499B Pantone Warm Gray 4 C/U Pantone 551 C/U Pantone 258 C Pantone 7434C Pantone 7408C Pantone 367C Pantone 7459C

BRAND GUIDELINES 6.0 Photography Photography

BRAND GUIDELINES Our photography style conveys authenticity, as if you’ve captured a subject “in the moment.” The color, composition and feel should engage viewers and make them feel like they’re in the photo. Our imagery embodies our brand value. It is modern, clear and substantiates our performance promise, our customer orientation and our commitment. The character of the images is technical, high-quality as well as human and authentic. In doing so, both products and services can be displayed as well as the “big picture”. Based on our brand value commitment, we show professional people – employees and customers – in real work situations and processes. How we express the brand in photography Use what makes it unique And Keep It Simple Photography

BRAND GUIDELINES Photography > Overview of categories Overview of categories Different business areas and communication goals create different requirements for our imagery. As a guide, we have classified the imagery into four categories. Individuals or groups of people should feel ‘s caught in the moment and unaware of the camera, as if the viewer is unobtrusively brought in to an intimate moment. Interactions Compositions Locations People

BRAND GUIDELINES Photography > Overview of categories > Proper Use Interactions These premium images are used to enthuse and inspire our audience during their first contact with us. They are the first choice for all types of effective communication. They are used for covers, website headers and event banners.

BRAND GUIDELINES Photography > Overview of categories > Proper Use Compositions Highlight the subject and the activity, movement, connection they are experiencing by keeping composition simple. negative space in the image moves the eye quickly to the main focus.

BRAND GUIDELINES Photography > Overview of categories > Proper Use Locations Subjects should be engaging with their environment, not just posing in front of it. Avoid single people in an empty landscape, unless warranted by a specific story.

BRAND GUIDELINES Photography > Overview of categories > Proper Use People Portraits and photographs of people in interaction with customers and partners underline our commitment. We focus on those that drive our innovation and performance, and thus, underlining our brand promise. Subjects are ideally real drivers, riders, and employees. If none can be found, cast models that look like real riders, drivers, and employees.

BRAND GUIDELINES Photography > Overview of categories > Improper Use Things to avoid Avoid cluttered and complex compositions that distract from the main hero. Avoid harsh shadows or lighting on the subject, along with reflections and blur that complicate the photo Avoid shooting drivers while driving. Avoid low or unnatural angles.

BRAND GUIDELINES Icons 7.0 Icons

BRAND GUIDELINES Icons are the visual expression of our services. Simple, light, sophisticated and friendly, they communicate the core idea or component of the brand. While each icon is visually distinct, all icons should have consistent line weights and visual style. Line weights can be manipulated, but take special care to keep lines light enough that they match other elements on the page. Icons Harmonious in detail Icons

BRAND GUIDELINES Icons Icons The icons can be used as black and white or you can make them pop by adding orange to an element of the icon or applying the gradient to the whole thing.

BRAND GUIDELINES 8.0 Basic rules Basic rules

Basic rules > Format edge BRAND GUIDELINES Format edge The logo size defines the distance of the type area to the format edge and ensures that the free space of the logo is preserved. The format edge is equal to 4/1 of the logo width. For special formats such as a business card, the format edge can be adapted to the needs of the medium. A A

Basic rules > Format edge > Grid system portrait BRAND GUIDELINES Grid system portrait 1 All print publications are based on a basic grid. In this grid different types of media can be flexibly and dynamically designed without leaving the framework of our corporate design. Format example: A4 page A A D E C B A F A Distance to the upper page edge 10 mm Digit A B C D E F Size 10 mm 11.25 mm 5 mm 4.25 mm 16.85 mm 281 mm Description Format edge Column width Column spacing Row spacing Row height End of the type area

Basic rules > Format edge > Grid system portrait BRAND GUIDELINES Grid system portrait 2 All print publications are based on a basic grid. In this grid different types of media can be flexibly and dynamically designed without leaving the framework of our corporate design. Format example: A4 page A A A A 10 columns Digit A Size 20 mm Description Format edge

A C B Basic rules > Format edge > Grid system portrait BRAND GUIDELINES Title systematics portait Regular frame A – The logo is always placed at the top right B – Headline and subline are aligned left below the logo C – The image fills the entire type area and occupies 2/3 of the area BUSEET is a Premium Bus Network Offering everyday commuters Convenient rides Format example: A4 page

A C B Basic rules > Format edge > Grid system portrait BRAND GUIDELINES Title systematics portait Full-bleed grid use simple logo on top A – The logo is always placed at the top if we want to use the primary logo also we can but it at the uber left B – Headline and subline are aligned left below the logo C – The image fills the entire area ( full bleed image) BUSEET is a Premium Bus Network Offering everyday commuters Convenient rides BUSEET is a Premium Bus Network Offering everyday commuters Convenient rides www.buseet.com www.buseet.com Format example: A4 page