ABB Distributor Brand Reference Guide EL US

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MAY 2025

DISTRIBUTOR BRAND REFERENCE GUIDE

Electrification U.S.

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About this guide

This resource is provided to ensure proper use of ABB’s brand by authorized Electrification U.S. Distribution Channel Partners. Visual elements including ABB logo and color palette are covered in this guide. It also addresses promotional merchandise and more. All legally authorized Electrification U.S. Distribution Channel Partners are responsible for upholding ABB’s image by utilizing the ABB name and brand correctly. In accordance with the terms of executed agreements, the use of ABB brand elements may not be transferred or assigned. If you have any questions regarding information in the guide, please refer to the last page of this document for contact information.

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Contents

03 Branch signage

05 Literature

04 Vehicles

01 ABB logo

02 Promotional merchandise

• Distributor produced

• Placement • Size

• Exterior • In-store

• About the ABB logo and protective space • Proper use • Color codes for specific applications

• Apparel • Hats • Various examples

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THE ABB LOGO

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ABB logo Protecting the logo safe area

The ABB logo is bold and iconic. The three segmented letter forms are clean, precise and represent our values, our vision as well as our businesses, and the unfolding of processes and ideas. The red color of the logo signifies our passion and energy, and the grid within the letter forms symbolizes our precision and skill. Protective area = ABB logo height measurement The protective area is the clear space that always surrounds the ABB logo. It ensures that the ABB logo is distinct and never lost among other elements in its vicinity. Always ensure that the protective area is free from graphic elements and typography. The primary version of the ABB logo is ABB red and appears on a white background. Use this logo version for all applications whenever possible. There are black and white versions that may be used only when printing restrictions do not allow the use of ABB red. We ask that you obtain ABB approval before production.

Downloadable logo files can be found on our Marketing to Marketing (M2M) Distributor Partner Portal. CLICK TO ACCESS LOGO FILES

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ABB logo Proper use of the logo — common issues and concerns

Proper scale Never stretch or compress the ABB logo.

Logo colors Logos are only red. There are also black and white versions that you may use only when printing restrictions do not allow the use of ABB red.

DON’T use claims with the ABB logo There should never be any text around the ABB logo. This would include: • Business names • Taglines • Product names • Using the logo

DON’T place the ABB next to another company logo or divide by a vertical line

rather than “ABB” in sentence context

DON’T use the ABB logo direct on complicated or patterned backgrounds.

Any alteration or manipulation compromises the ABB logo, its recognition and ultimately ABB brand value.

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ABB logo Color codes for specific applications

ABB color scheme Simple, elegant and flexible, ABB’s core colors — white, red, and black — create a strong, recognizable identity that reflects our bold and passionate approach to innovation.

Always start with the proper code for your application Colors produce differently in print than on screen.

How to chose a code HEX codes are for websites RGB is for digital use, including video, PowerPoint and social media

CMYK is for printed material such as brochures

PANTONE is used in single color applications

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PROMOTIONAL MERCHANDISE

This section highlights how to display the ABB logo on authorized distributor produced promotional merchandise.

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Promotional merchandise

Promotional merchandise is a favored way to showcase our partnership to customers in the market. From apparel and accessories to tech gadgets and lifestyle products, dual brand promotional merchandise acts as a walking billboard promoting both brands whenever and wherever seen.

Please refer to guidance in this section when selecting promotional merchandise showcasing the ABB brand.

Your logo

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Apparel

Apparel (polo shirts, T-shirts, jackets, etc.) are promotional merchandise market favorites. Please refer to the guidance below and obtain ABB pre-approval before production. Color The recommended color for displaying the ABB logo is red on a white shirt. Please view next page for guidance on alternative shirt color options.

Logo placement •

Sleeve – opposite side of your logo

Logo size • The distributor partner’s logo should always be larger than the ABB logo. 2:1 or 3:1 ratio should fit most designs.

Logo application •

Embroidery (high-quality)

Note: While we understand there may be circumstances when front of shirt logo addition and screen printing should be considered, we ask that you consult with ABB in advance on the desired selection and production process to ensure all standards are met.

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Apparel

Color apparel Distributor partners who chose to lead with their visual identity color and display the ABB logo should refer to the table below for ABB guidance. ABB pre-approval is required before production to ensure the ABB logo color and apparel color of choice are acceptable.

Shirt color

ABB logo color

Black

Red

Blue

Red

Green

Red

White

Yellow

Black

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Hats

Hats are promotional merchandise market favorites. Please be mindful of the ABB logo placement when choosing a style. ABB pre-approval before production required.

Logo placement • Back of hat 1 Logo application •

Embroidery (high-quality)

Hat color

ABB logo color

Your logo

Black

Red

Blue

Red

Green

Red

White

1 If the desired style will not accommodate back of hat logo placement, please consult with ABB for recommendations.

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Examples of promotional merchandise

Power bank front engraving

Power bank back engraving

Mug and tumbler

Cooler

Your logo

Tote bag

Water bottle

Front only imprint

Front and back imprint

Your logo

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BRANCH SIGNAGE This section highlights how to display the ABB logo on authorized distributor produced signage.

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Exterior signage

Exterior signage is one of the ways to promote and advertise ABB either by itself or alongside other distributed brands. To best showcase the ABB brand, please follow the guidance below.

ABB brand only If ABB is the only supplier, the distributor partner’s logo should always be larger than the ABB logo. ABB alongside multiple suppliers If ABB is featured with multiple suppliers, the distributor partner’s logo should always be the largest of all. Regardless of the signage color, the ABB logo should be enclosed within a protective space on white background.

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In-store signage

In-store signage plays a vital role in the overall in-person customer experience. It’s often one of the main visuals that customers remember, so it’s crucial that the ABB brand is properly presented.

ABB brand only When presenting ABB as the only supplier, all official banners and POS materials must be located inside the store and lead with the distributor’s logo. Multiple brands When presented alongside other supplier brands in a distributor’s retail environment, all official ABB banners and POS material must be located inside the store. The distributor’s logo should always lead and be placed above all supplier brands.

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VEHICLES This section highlights how to display the ABB logo on authorized distributor owned vehicles.

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Vehicles

Authorized distributor partner vehicles should not be represented as ABB vehicles. Please place the mark where it can be clearly seen. Tailgates, side panels and doors are ideal.

The size of the ABB logo should be always smaller than the distributor partner’s logo. However, the actual size of the logo depends on the logo proportion and layout definition.

The distributor partner’s logo and the ABB logo should be aligned centrally.

NEVER create a lockup of both logos.

Applications and size requirements

• The ABB logo may be applied to the body of the vehicle or adhered as a window decal.

• Window decal width = minimum 3 inches and maximum of 6 inches.

Note: Guidance for applying the ABB logo on wrapped vehicles is in development .

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LITERATURE This section explains how to display the ABB logo on authorized distributor produced literature.

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Literature

Distributor partners are welcomed to create literature using their visual brand identity and reference the ABB relationship. It should always be clear to customers that the literature owner is the distributor partner and not ABB. Leaflet and brochure – ABB brand only In all leaflets and brochures that promote ABB as the only brand, the ABB logo and the distributor’s logo should be placed in opposite corners. The distributor’s logo should always be larger than the ABB logo. 2:1 or 3:1 ratio should fit most layouts. Leaflet and brochure – Multiple brands In all leaflets and brochures that promote multiple brand logos, the ABB logo together with all other supplier logos, should ideally be placed in the opposite corner from the distributor’s logo.

Note: Please feel free to leverage the Marketing to Marketing (M2M) Distributor Partner Portal for ABB produced customer-facing materials.

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QUESTIONS?

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Contacts

Lauri Ratcliffe Market Development Fund (MDF) Operations ABB Electrification U.S. Email lauri.ratcliffe@us.abb.com

Niketa Bryant Distribution Channel Marketing ABB Electrification U.S.

Email niketa.bryant@us.abb.com

Kimberly Fairley OEM Channel Marketing ABB Electrification U.S.

Email kimberly.fairley@us.abb.com

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