DE NORA BRAND STANDARDSAND GUIDELINES

1

0.0 Brand Policy 2

1.0 Brand Statement1.1 Definition of a Trademark 31.2 What do the Symbols ®, ™ and SM means? 4

APPENDIX

A.1 General Policies and Management of Trademarks 5A1.1 Trademark & CopyrightsA1.2 Central Administration Procedures 6A1.3 Local AdministrationA1.4 Misuse and Infringement Reporting

2.0 Brand Components and Communications2.1 De Nora Corporate Presentation 72.2 Logo use and misuse 82.3 De Nora Logo background 92.4 The exclusion zone and minimum size 102.5 De Nora logo Color 112.6 Type of logos 122.7 Unacceptable use of logos 132.8 Logo typefaces 142.9 Brand and Companies Name 152.10 An updatable (online) library 16

3.0 Stationary and Formats(Letterheads/Envelope/Excel Data Sheet) 17

3.1 PPT stationary and formats 183.2 Business Cards 193.3 E-mail Signature 20

4.0 Websites and E-Commerce4.1 The logo 214.2 Colors used on the web

5.0 Banners-Rollup-Posters 22

6.0 Our Trade Advertising 23

7.0 Trade Show 24

8.0 Promotional Items 25

9.0 FAQ: Frequently Asked Questions 26

2

BRAND POLICY0.0

The brand and trademarks of De Nora and its various depar-tments, divisions and affiliates are valuable assets. These assetsneed our protection through constant effort. Our ability tobuild a global brand depends on how well we understand anduse the De Nora brands. This is especially true in connection withour advertising and promotional use of trademarks.

This Policy is intended to provide a detailed understanding ofcorrect trademark usage and insure every De Nora employee,distributor and our suppliers understand and consistently use DeNora trademarks. This statement will be and modified, as nee-ded, by Corporate Marketing and the Legal Department.

3

BRAND STATEMENT

The De Nora brand should communicate our tremendous technicalstrength, from decades of research that translates to high quality,high value products for electrochemical applications in any industry.No electrochemical application area is beyond our reach. De Norawill meet the needs of our customers through superior technical per-formance or superior value from our technology. And most impor-tantly, we will strive to listen to our customers, to understand theirneeds, and provide the right balance of value and technology.

1.0

1.1 DEFINITION OF A TRADEMARK

A trademark is a word, phrase, name, symbol or any combination ofthese which is used to identify De Nora products. A trademark’sessential function is to identify the commercial source or origin ofproducts or services. A trademark indicates source as a badge of ori-gin. A trademark distinguishes our products from similar productssold by other companies. Our trademark also stands as a symbol ofthe quality which people expect in the products De Nora sells.It is the trademark to which reputation and goodwill attach. A trade-mark performs this function whether or not a buyer knows the realname of a product's maker. For example, the "Lida®" trademarkinforms people that the items upon which the mark appears comefrom the owners of the "Lida®" trademark, whether or not the pur-chasers know that "Lida®" is a trademark of De Nora.

4

1.2 WHAT DO THE SYMBOLS ®, ™, AND SM MEANS?

A ™ is usually used to indicate an unregistered trademark. It is aninformal notification that there is a public claim as a trademark.An SM represents an unregistered service mark. It is also an informalnotification that there is a public claim as a service mark.The ® (commonly pronounced "R-in-a-circle" or "Circle-R") is a war-ning notice to advise the public that the mark is registered and theiruse provides legal benefits. This notice can be used only with registe-red marks. Use of a ® with any unregistered trademark may result inclaims of fraud. Several other countries also use the ® symbol to indi-cate that a trademark or service mark is registered in their respectivesystems.

5

A 1.1 TRADEMARK & COPYRIGHTSA trademark is used to distinguish goods and services of one sup-plier from those of another. Its value is maintained and increasedby its proper use.

1. Use the trademark as an adjective followed by thegeneric name of the product.Correct use:DE NORA provides for the manufacturing of DSA® anodesLIDA® anodes for cathodic protection

Incorrect use:The DSA® market

A trademark is diluted when it’s used as common name fora product and loses its capacity to signify a single source forthe product. Example: SPE (an acronym for solid polymerelectrolyte) was a trademark of GENERAL ELECTRIC and hasnow become a generic name.

2. Do not use the trademark in the plural or possessive form.Correct use:RUNNER® anodes

Incorrect use:RUNNERS

3. Use the trademark consistently.Do not use hyphenated variations or combine the markwith other words. A combination of a trademark with anew word becomes a new trademark which should be protected by a separate registration procedure.

SEACLOR ® and SEACLOR MAC® are two different,separate trademarks.

4. Use the trademark continuouslyThe products should be identified by the proper trademarks on all documents such as offers, invoices, and brochures. Consistent use of trademarks can be supported bydocuments that may be requested at the time of renewalas an evidence of effective use. Lack of documentationmay allow for cancellation of the trademark.

5. Use proper notice of trademark.Identify the trademark as registered or unregistered:

® for a registered trademarkTM for an unregistered trademark

Failure to use the registration notice on a registered trademark may cause the owner to lose its right (ex: the right toclaim the damages). Conversely using a registration symbolon a trademark that is not registered may subject the company to a fine.

1.0 APPENDIX

A.1 GENERAL POLICIESAND MANAGEMENT OF TRADEMARKS

6

A.1.2 CENTRAL ADMINISTRATION PROCEDURESThe basic legal rights in trademarks are gained by their proper useand registration. All trademarks used by De Nora, its departments,divisions and affiliates are to be registered by our legal counsel.Our legal department is the only office authorized to register anytrademark for this organization, its departments, divisions or affi-liates. However, trademark registration is not a final step. Anyrights which are gained by registration are kept only through theproper and continuing use of the trademark in commerce.It is essential in protecting our trademarks and in coordinating ourtrademark activities that our trademark program be administeredat our headquarters. The need for this should be clear. Not everyo-ne may be aware of headquarters policies which may apply in agiven situation. Further, actions inconsistent with existing interna-tional policy taken in one country can have an adverse effect inanother.All new advertising, signs, packages, labels, catalogs, brochures,news releases, promotional material, novelties, magazine articles,speeches, or any other medium from which our trademarks willreceive significant public attention, should receive proper mana-gement and trademark usage approval.

A.1.3 LOCAL ADMINISTRATIONTo further the proper administration of these policies, each DeNora network company will appoint a person as “TrademarkCoordinator” for that location. It will be the responsibility of thelocal Trademark Coordinators to train local personal in the properuse of trademarks and logos and insure that all documents, pac-kaging, advertising and items are reviewed with CorporateMarketing. The local Trademark Coordinators will also be respon-sible for record keeping (as determined by the Legal Department)and coordinating local support for audits by the corporation

which includes documents such as invoices, purchase orders andany other documents that specify product trademark names orcompany logos”

A.1.4 MISUSE AND INFRINGEMENT REPORTINGEmployees and customers should watch for misuse and infringe-ment of De Nora trademarks by others. Misuse of our markswould include making changes in marks, even unintentionally, orusing the trademark as the common name of the goods or servi-ces. Infringing marks would include use by another company of aproduct name or logo that, when used on their product, so close-ly resembles one of our trademarks as to cause confusion or mista-ke, or deceive customers.Trademarks Coordinators should collect information on infringe-ment and misuse, and communicate this information to CorporateMarketing. Marketing and the Milan legal department will consi-der whether a demand letter should be sent or other action taken.Employees should not take action on their own if they detectmisuse or infringement.

7

BRAND COMPONENTS AND COMMUNICATIONS

2.1 DE NORA CORPORATE PRESENTATION

De Nora’s Corporate Marketing maintains an up to date Powerpointpresentation that describes in detail the De Nora industrial group.The presentation has a brief history, current sales, locations (offices,facilities and joint ventures) and descriptions of business areas, pro-ducts and the R&D function. The presentation can be used as onepresentation or broken down by selecting individual slides to meetthe needs of specific customers. The whole presentation would betoo long for most customer meetings so selecting relevant slides isneeded. Any changes to slides content or requests for additionalmaterials should be made to Corporate Marketing.

2.0

DE NORA

8

2.2 LOGO USE AND MISUSE

The De Nora logo is a seal of approval and is the most important sym-bol of our brands and products. To leverage our brand equity andrecognition, the De Nora logo will appear on all printed and electro-nic communications, brochures, advertising leaflets, internet ads andweb-site, literature, products, packaging, trade show signage, clo-thing or merchandise, business cards.

De Nora logo is registered in its form (Font, Size, Color) to give war-ning notice and advise the public that the mark is registered andtheir use provides legal benefits.

This Logo should be used by DE NORA ( De Nora Deutschland, DeNora Tech USA, De Nora Do Brasil, De Nora India, De Nora Elettrodi(Suzhou), Industrie De Nora Singapore Branch).

DE NORA

mm.5

9

Pantone 355 C

Nero 100%

Pantone Cool gray 9c

2.3 DE NORA LOGO BACKGROUND

The De Nora logo should be used according to these guidelines toreinforce our trademark. The logo should usually appear on a whitebackground in Green color. However, on certain applications wherethe background cannot be changed to white, such as drums, stan-dard brown envelopes, etc., the white version or the blackversion should be used according to the most appropriate harmonywith the background.

White or Black versions are used only on colored backgrounds, suchas packaging and promotional items. Always ensure there is enoughcontrast for the logo to appear clearly and legibly.

To ensure optimum resolution and clarity, the logo is available in aseries of sizes and formats, including GIF & JPEG for website, forPowerPoint® and Word®, and BMP, EPS, TIFF for other applications.

10

2.4 THE EXCLUSION ZONE AND MINIMUM SIZE

To ensure that De Nora logo is always clear and consistent, we use an'exclusion zone'. The dotted line indicates the area where no othergraphic elements or textshould appear, such as department (e.g. Finance, Communication,etc.), subsidiaries, or products (e.g. E4AQUATM, etc.).

Again to ensure the De Nora Logo is always clear and consistent, wehave established the following minimum sizes for print and digitalapplications. Please note all measurements are based on the width ofthe De Nora Logo.

DE NORA

DE NORA

DE NORA

DE NORA

mm.2598 pixel

11

Pantone355 c

Web: 006600C:M:Y:K:

R:G:B:

94.000.0

100.000.0

014952

Pantonecool gray 9c

Web: 666666C:M:Y:K:

R:G:B:

00.000.000.065.0

123124126

To obtain a lower color is possibleto use a different color percentage.

2.5 DE NORA LOGO COLOR

12

2.6 TYPE OF LOGOS

Logos for MicrosoftThese logos are created for use with your Microsoft software, inclu-ding Word, Excel, and PowerPoint. (JPG)

Print LogosThis zip file includes high-resolution (300 dpi) logos in the appropria-te formats for print projects. (TIFF, JPG)

TaglineThese Logos file includes both a black and a white version of the EPSfiles for De Nora tagline. These files types are used by printers forhigher quality printing. Supplied as vector-based art, scalable forlarge applications these file may be used at any size from a pen logosto a wall size poster. (EPS)

13

2.7 UNACCEPTABLE USE OF LOGOS

To legally protect and maintain our trademarks and logos they mustbe used actively and consistently in our business trade.

As part of this effort, we must maintain the typographic system wehave established. If used carefully and consistently, our logos stan-dards will make an important contribution to our branding efforts.

The under mentioned guidelines here demonstrate some of themore common misunderstandings of using our typographicsystem.

• Do not distort logos• Do not use logos on a curve• Do not use unauthorized logos fonts• Do not use special colors with logos

Do Not Strech or Distort

DE NORA DE NORA

Do Not use unauthorized logos fonts

DE NORA

Do not use special colors with logos

DE NORA

14

2.8 LOGO TYPEFACES

The logo Typeface is TIMES TEN bold version

Corporate Typeface for AdvertiseThe corporate typeface is FRUTIGER, It has been specially selectedbecause it is very easy to read, and feels clean and engineered.FRUTIGER should be used on all advertise applications where pos-sible.

Digital and system typefaceOn PC templates or digital applications Arial (or Verdana) is thepreferred typeface, because it is readily available on all systems.FUTIGER can still be used in combination with Verdana on websi-tes in headings or feature text.

TIMES TEN bold

FUITIGER

ABCDEFGHILMNOPQRSTUVWXYZabcdefghilmnopqrstuvwxyz@!?0123456789

ABCDEFGHILMNOPQRSTUVWXYZabcdefghilmnopqrstuvwxyz@!?0123456789

ABCDEFGHILMNOPQRSTUVWXYZabcdefghilmnopqrstuvwxyz@!?0123456789

ABCDEFGHILMNOPQRSTUVWXYZabcdefghilmnopqrstuvwxyz@!?0123456789

15

2.9 BRAND AND COMPANIES NAME

All these brand names may be used on network company web-sitesand on network company presentations. In this way the networkcompany have logos which are consistent with the De Nora visualidentity.

Brand and Company Names

The suffixes LTD/S.p.A/Gmbh/S.r.l/Ltda/Co. Must be used only for:• Financial documents,• For payments/transactions,• For contracts and legal papers• For purchasing orders to suppliers

They should not be used in company presentations, brochures or inadvertising.

16

2.10 AN UPDATABLE (ONLINE) LIBRARY

It is our aim to create a photographic library that is constantly up-to-date, and will reflect that we are in touch with the needs of ourcustomers in our various markets.Please for our brochure or communication material the minimumpicture size require is 300dpi or higher. Images in a low resolutionformat should only be used for visualizing, selection andPowerPoint Presentations.

LOW RESOLUTION

HIGH RESOLUTION300 dpi

17

STATIONERY AND FORMS(LETTERHEADS/ENVELOPE/EXCEL DATA SHEET)

3.0

Stationery is one of the most important applications of the DeNora identity. It is the way we present ourselves every day in corre-spondance, through printed applications (such as letterheads, busi-ness cards, envelopes etc.) and electronic applications (such as con-tents of letters, facsimiles, meeting notes, etc.).Inconsistent or poorly printed stationery does not project a profes-sional image of De Nora. Follow this section to ensure that acrossthe whole range of stationery, the key elements of the De Noraidentity are used to the greatest effect.

19

3.2 BUSINESS CARDS

De Nora business cards are one of the most basic representationsof the brand, and are passed from person to person around theworld.

Mobile can be adapted to the single country use.E-Mail:name.surname@denora.it (Italy)name.surname@denora.com (worldwide)

23

OUR TRADE ADVERTISING6.0

Our advertising is one of the most visible communications that weproduce, so it must be consistent in tone, theme and graphic style.Generally, advertising materials are produced by MarketingServices in Milan. Local ads can be created, but the design shouldbe reviewed by Marketing to insure the appropriate corporate the-mes are followed.

The advertising we produce must also be flexible enough to accom-modate a wide array of content and creative content. These exam-ples demonstrate how our advertising should look and feel. Severalkey design elements make our advertising proprietary to us.

1- Our Motto “Durantes Vincunt”2- Our Colors

Our photography is bold, sophisticated and aesthetically provo-king, differentiating us from our competitors and engaging ouraudience.

The clean white space is airy and bright, allowing for both thegreatest amount of legibility and maximum impact for our logo.No graphic elements of any kind should intrude into this field.

Simple, bold headlines are honest and engaging. All of these ele-ments combine to create clear, brand-centric, strategic communica-tions across a broad range of themes and subjects helping us enga-ge our audiences.

24

TRADE SHOWS7.0

Exhibitions are a powerful extension of De Nora advertising, pro-motion, public relations and sales. As you integrate brand aware-ness into tradeshow programs, make sure that the brand imagesalways appear consistently – starting with approved corporatelogos, colors and fonts.

The booth backdrop, stands, drapes, custom carpets and other ele-ments should complement De Nora logo (see attached picture).

25

PROMOTIONAL ITEMS8.0

Promotional items help to make our brand visible in a much widerenvironment. They are often seen in isolation, therefore, to makethe most of this opportunity to promote De Nora, the Logo shouldappear with the strap line whenever possible.

De Nora has several resources for branded merchandise and pro-motional goods. When using De Nora logo for non-wearableitems, it is acceptable to use the solid black logo, or the solid whitelogo depending on the items or gadgets.

ClothingWhen using De Nora logo on clothing or other wearable items, itis acceptable to use the white and black logo, the solid black logo,or the solid white logo.

26

Why did we change the color of De Nora logo from green to blackor white? How were the colors chosen?The De Nora logo was changed as an important final step inimplementing a consistent brand image throughout the company.Over the years De Nora has used many colors for its products andmarketing communication materials. The Green, along with blackand white, were chosen to be the De Nora brand color platformbecause Green was the one color, that had the broadest use andtherefore recognition in the market.

Will the new logos be available to our distributors? What aboutfor employees?New logo art files and general brand specifications are availableto employees via De Nora Portal.

What are the guidelines to distributors regarding their changingof De Nora literature, line cards, and facility signs to the newcolors?Please update up existing literature, line cards and business forms.Distributors should dispose of this material simply for the sake ofchanging the logo. Changing building signs at distributor loca-tions will take longer.

How can we keep the Green color consistent across all materialsand substrates — print materials, equipment plastics and metal,promotional specialties, the web — all on a global basis?Whenever a Purchase Order is placed for a "branded" item thatincludes De Nora Green Logo, a color swatch must be included

with that order and the supplier must validate a color match.De Nora person placing the order is responsible for previewing asample of the ordered part to ensure that the colors match DeNora colors standard.

It is mandatory that the first-run of a new item, new material ororders with a new supplier be previewed and approved by aCommunication team member as well.

New Format and ActivitiesIn order to maintain uniform business communication and to pro-mote the strong image of De Nora, any new documents or statio-nary formats relating to our business must be approved in advan-ce by the marketing department.

FAQ: FREQUENTLY ASKED QUESTIONS9.0