MASTER BRAND GUIDELINES December 2016 | Version 3

Table of Contents

Introduction

Creative Assets

4

23 Colors 26 Supergraphic Treatment 27 Tables 28 Square Corners 29 Typography and Styles 31 Iconography and Infographics 32 Photography 34 Vertical Photography 35 Application Photography 36 Close-up Application Photography 37 Product Feature Photography 38 Product Photography 39 Photography Don’ts

Additional Guidelines and Templates

Messaging 6 Brand Character 7 Brand Characteristics 8 Brand Voice

Logo Guidelines 10 Horizontal and Vertical 11 Variations 13 Improper Usage 15 Clear Space 16 Clear Space Usage 17 Color Background Usage 18 Supergraphic Background Usage 19 Scaling 20 Embroidery and Silkscreening 21 Programs

Privileged and Confidential. Do not copy or distribute.

Copyright and Trademarks 42 Legal Requirements

MASTER BRAND GUIDELINES 2

Introduction The Zebra brand exemplifies our promise to empower our customers to know more about their business and make intelligent, informed decisions. These Zebra Brand Guidelines have been created to provide visual consistency throughout brand communications across various media and applications. For any questions, please refer to the contact information on the last page. For questions about these guidelines please send an email to [email protected].

Privileged and Confidential. Do not copy or distribute.

MASTER BRAND GUIDELINES 3

Introduction

Additional Zebra Guidelines and Templates Guidelines

Images

• Channel Partner Brand Usage Guidelines • Collateral Brand Template Guidelines (InDesign)

The Zebra Media Library contains vertical market segment, application and product photography.

• Collateral Brand Template Guidelines (Word)

Zebra Employees

• Event Banner Brand Template Guidelines

Log in with your SSO (Single Sign On) credentials.

• Icon Guidelines

Agencies

• Infographics Brand Usage Guidelines

Send an email to [email protected] for access to the Media Library.

• PartnerConnect Brand Usage Guidelines (Email [email protected] for access) • Visibility that’s Visionary Brand Usage Guidelines

Templates • Collateral Brand Templates (InDesign) • Collateral Brand Templates (Word) • eDM Templates • Corporate Powerpoint Templates

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MASTER BRAND GUIDELINES 4

Messaging Our brand personality consists of our character, characteristics and voice elements. Together they provide the foundation for our brand and inform all our marketing and communications.

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MASTER BRAND GUIDELINES 5

Messaging

Brand Character This is what we are and what we stand for. It is what defines us. What guides us. And ultimately, what we stake our reputation on. It is what connects our products to a person. Our services to a solution. Our audience to our brand.

We are thought leaders. We are innovators. We are collaborators. We are engineers. We are problem-solvers. We are partners. We believe in possibility. We see where things are going. We build things that other people build on.

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MASTER BRAND GUIDELINES 6

Messaging

Brand Characteristics A brand’s character is made up of many different characteristics or attributes, the sum of which is far more powerful than any single trait. By attaching human characteristics to a brand name, you can humanize a corporation and create an emotional connection with customers.

Zebra is…

Zebra is not…

Innovative

Arrogant

Inquisitive

Naive

Reliable

Complicated

Responsive

Pessimistic

Confident

Hyperbolic

Collaborative

Stale

A Partner

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MASTER BRAND GUIDELINES 7

Messaging Brand Voice

Our voice is our point of view. It is both what we say and how we say it. It has a feeling and an attitude. A sound and a cadence. It is how we present ourselves in a verbal manner. It takes into account the words as much as the delivery. When we have a singular voice, all communication sounds consistent. There is customer recognition, believability and trust.

Zebra’s voice is one of confidence. It is innovative yet practical. Descriptive yet accurate. It doesn’t use jargon or slang It makes the complex simple. It delivers honesty. Above all, it believes in possibility.

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MASTER BRAND GUIDELINES 8

Logo Guidelines

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MASTER BRAND GUIDELINES 9

Zebra Logo

Horizontal and Vertical The horizontal Zebra Logo is the preferred version and should be used on all applications where space allows; use the vertical version when the space calls for a vertical treatment or where space is limited.

Horizontal Logo — Preferred Version

Vertical Logo

Zebra Head Symbol

Zebra Logotype

Do not use a color other than black or white for the Zebra Logo.

Do not use the Zebra Head Symbol as a standalone element except as a supergraphic; see Page 26 for information about the supergraphic treatment. Never use the Zebra Logotype as a standalone graphic element.

Do not replace the Zebra Logo with the Visibility that’s Visionary Lockup.

X Visibility that’s Visionary Horizontal Logo

X Privileged and Confidential. Do not copy or distribute.

X Visibility that’s Visionary Vertical Logo

X MASTER BRAND GUIDELINES 10

Zebra Logo Variations Positive

Positive

Use the positive version when placing the Zebra Logo on a white or lighter-valued background.

Reverse

Reverse

Use the reverse version when placing the Zebra Logo on a black or dark background.

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MASTER BRAND GUIDELINES 11

Zebra Logo Variations Color

Color

Use the positive version of the Zebra Logo on lighter-valued colors. Use the reverse version of the Zebra Logo on darker-valued colors.

Photography

Photography

When placing the Zebra Logo on an image background, use a white box behind the positive version of the Zebra Logo. Use a Zebra Dark Gray box behind the Zebra Logo when the image has a lighter value.

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MASTER BRAND GUIDELINES 12

Zebra Logo

Improper Usage

DO

DON’T

DO use an opaque black or white Zebra Logo on a solid color rectangle over an photograph.

DON’T allow the photograph to show through the open space in the Zebra Logo.

X DO use a solid color rectangle with an opaque black or white Zebra Logo over a photograph.

DON’T allow the background photograph to show through the solid color rectangle behind the opaque Zebra Logo.

X Privileged and Confidential. Do not copy or distribute.

MASTER BRAND GUIDELINES 13

Zebra Logo

Improper Usage Improper logo usage impedes brand awareness and recognition. Do not alter, modify, change or use the Zebra Logo in any way other than the specified versions in this document. These examples are just some of the ways that the logo can be improperly used. If you have any questions, please contact Zebra Corporate Marketing by emailing [email protected].

DON’T change the color of the Logo.

X DON’T add drop shadows or effects.

X DON’T use the Zebra Head Symbol as a standalone element.

X DON’T use other fonts for the Logotype.

X Privileged and Confidential. Do not copy or distribute.

DON’T rotate or use the Logo on an angle.

DON’T scale the Logo disproportionately.

X

X

DON’T alter the size relationship of the Zebra Head Symbol and Logotype.

X DON’T use the Zebra Logotype on its own.

X DON’T use the old Zebra Logo.

X

DON’T change the position of the Zebra Head Symbol and Logotype.

X

DON’T outline or add strokes to the Logo.

X DON’T mix the Logo with old brand illustrations such as the color bar.

X

MASTER BRAND GUIDELINES 14

Zebra Logo Clear Space

Clear space is essential in keeping the Zebra Logo free from other visual elements, logos and clutter.

Horizontal

Horizontal

4X

The accepted clear space for the horizontal version of the Zebra Logo is 4X, where X = the width of the vertical stroke of the B in the Zebra Logotype. Vertical The accepted clear space for the vertical version of the Zebra Logo is 2X, where X = the height of the Zebra Logotype.

Vertical 2X

2X

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MASTER BRAND GUIDELINES 15

Zebra Logo

Clear Space Usage

DO

DON’T

DO position text to maintain the required clear space around the Zebra Logo. See Page 15 for more information.

DON’T violate the clear space guidelines by placing text too close to the Zebra logo.

4X

Idenihillab ipsuntin rest, asimolo to qui remporeprae officil. DO position headline text to maintain the required clear space around the Zebra Logo. See Page 15 for more information.

4X

Nihillab Ipsuntin

DO use the word “Zebra” in the Proxima Nova typeface.

Zebra Nihillab Ipsuntin

Privileged and Confidential. Do not copy or distribute.

X

Idenihillab ipsuntin rest, asimolo to qui remporeprae officil.

DON’T use the Zebra Logo with text in the Proxima Nova typeface.

X X

Nihillab Ipsuntin

DON’T use the Zebra Logotype with text in the Proxima Nova typeface.

Nihillab Ipsuntin

MASTER BRAND GUIDELINES 16

Zebra Logo

Color Background Usage

DO

DON’T

DO place the vertical Zebra Logo on a white or Dark Gray rectangle that bleeds.

DON’T place the vertical Zebra Logo on a square, circle or triangle. Don’t place the vertical Zebra on a rectangle that doesn’t bleed.

XX X X Luptasp Erspienis Ero Ipsani Bea Delibus

Luptasp Erspienis Ero Ipsani Bea Delibus

PARCID MODIONS EQUIAMENT IUMQUASPERAT

PARCID MODIONS EQUIAMENT IUMQUASPERAT

DO place the horizontal Zebra Logo on a white or Dark Gray rectangle that bleeds.

DON’T place the horizontal Zebra Logo on a square, circle or triangle. Don’t place the horizontal Zebra on a rectangle that doesn’t bleed.

XX X X

Luptasp Erspienis Ero Ipsani Bea Delibus PARCID MODIONS EQUIAMENT IUMQUT

Luptasp Erspienis Ero Ipsani Bea Delibus PARCID MODIONS EQUIAMENT IUMQUT

Privileged and Confidential. Do not copy or distribute.

MASTER BRAND GUIDELINES 17

Zebra Logo

Supergraphic Background Usage

DO

DON’T

DO place the Zebra Supergraphic as a background element in your overall design.

DON’T place the Zebra Supergraphic inside a geometric shape.

Duis Autem

Duis Autem

• lorem ipsum dolor sit amet

• lorem ipsum dolor sit amet

• consectetuer adipiscing elit sed diam

• consectetuer adipiscing elit sed diam • nonummy nibh euismod

• nonummy nibh euismod

• ut wisi enim ad minim veniam quis nostrud exerci tation

• ut wisi enim ad minim veniam quis nostrud exerci tation

• ullamcorper suscipit lobortis nisl ut aliquip • ex ea commodo consequat • vel eum iriure dolor in hendrerit in

• ullamcorper suscipit lobortis nisl ut aliquip

• vulputate velit esse molestie consequat

• ex ea commodo consequat • vel eum iriure dolor in hendrerit in • vulputate velit esse molestie consequat

Occaterum Quis Atiur Maximint

• vel illum dolore eu feugiat nulla facilisis at vero • eros et accumsan et iusto odio dignissim qui • blandit praesent luptatum zzril delenit augue • duis dolore te feugait nulla facilisi

Lorem ipsum dolor sit amet consecuer adipiscing dolore magna aliquam. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exea commodo consequat.

X

• tincidunt ut laoreet dolore magna aliquam erat volutpat

• tincidunt ut laoreet dolore magna aliquam erat volutpat

• vel illum dolore eu feugiat nulla facilisis at vero • eros et accumsan et iusto odio dignissim qui

Aximendae Recon Dis Maximus

X

• blandit praesent luptatum zzril delenit augue

Lorem ipsum dolor sit amet consecuer adipiscing dolore magna aliquam. UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI TATION ULLAMCORPER SUSCIPIT LOBORTIS NISL UT ALIQUIP EXEA COMMODO CONSEQUAT. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Eumquia velecti dolendae vidis poresequi alicium. Repudiiet iquiatis es vollacc uptatur miliquid.

Privileged and Confidential. Do not copy or distribute.

MASTER BRAND GUIDELINES 18

Zebra Logo Scaling

Minimum Sizes Because of the complex nature of the Zebra Logo, care should be taken to ensure clarity and readability at small sizes in all applications. Follow the guidelines here for the minimum sizing across different media.

Print

H: .75" (19mm) W: .75" (19mm)

Digital

H: 72px

W: 72px

Favicon

16 x 16px

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MASTER BRAND GUIDELINES 19

Zebra Logo

Embroidery and Silkscreening Follow the recommended size shown for embroidering or silkscreening the Zebra Logo; consult with your vendor to determine the ideal size for your application.

Recommended Size

Use the version of the logo that works best in the space available. See page 15 for the required clear space between the Zebra Logo and text. Do not use a color other than black or white for embroidering or silkscreening the Zebra Logo.

H: 2.375" (60mm)

W: 2.75" (70mm)

Minimum Size

H: 1.25" (32mm) W: 1.5" (39mm)

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MASTER BRAND GUIDELINES 20

Zebra Logo Programs

Use the Proxima Nova typeface for Zebra program names. “ZEBRA” can appear in the first or last line of the name. Left align and capitalize all letters in the program name; use Proxima Nova Extrabold for “ZEBRA” and Proxima Nova Light for all other words. Do not use italics in the name. See Page 30 for information about the Proxima Nova font family. If you use a PC and don’t have access to the Proxima Nova font family, contact [email protected] to have a program logo created for you.

Zebra Name First

ZEBRA INNOVATOR

Construction

ZEBRA SALES FORUM

Construction

Zebra Name Second

ZIP ZEBRA

ZEBRA THE SOURCE

GO ZEBRA

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ACCESS ZEBRA

MASTER BRAND GUIDELINES 21

Creative Assets

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MASTER BRAND GUIDELINES 22

Creative Assets Colors

Main Corporate Colors The colors used to represent the Zebra masterbrand are black and white. For printed materials, consider using rich black for graphic elements with large areas of black to provide a richer appearance.

Accents The three support colors, based on the three primary hues of the color wheel, are bold and bright and provide contrast to the black and white core brand colors. They should be used as accent colors to add interest to internal and external Zebra communications.

Main Black

White

PMS Black C0 M0 Y0 K100 (Rich Black - C70 M35 Y40 K100) R0 G0 B0 Hex #000000

PMS White (Paper Stock) C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF

Accents Blue

Red

Yellow

PMS 307C / 641U C100 M10 Y0 K28 R0 G124 B176 Hex #007CB0

PMS 1795 C/U C0 M100 Y99 K4 R237 G28 B36 Hex #ED1C24

PMS 109C / 108U C0 M10 Y100 K0 R255 G210 B0 Hex #FFD200

Use only one color per communications piece to avoid visual clutter and color vibration. Yellow should be used sparingly as an accent color on a dark gray background. Do not use yellow for headline copy in collateral or on a black background.

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MASTER BRAND GUIDELINES 23

Creative Assets Colors Neutrals Six neutral colors have been selected for graphic elements including tables, charts and illustrations. Four of the neutral colors are screens of Zebra Medium Gray.

Neutrals Dark Gray

Medium Gray

PMS 432C / 433U C78 M65 Y53 K44 R51 G62 B71 Hex #333D47

PMS 430 C/U 100% C54 M41 Y38 K4 R126 G134 B140 Hex #7E868C

Screens Medium Gray 80%

Medium Gray 50%

PMS 430 C/U 80% C43 M33 Y31 K3 R148 G152 B157 Hex #94989D

PMS 430 C/U 50% C27 M20 Y19 K2 R182 G185 B188 Hex #B6B9BC

Medium Gray 30%

Medium Gray 15%

PMS 430 C/U 30% C16 M12 Y11 K1 R208 G209 B212 Hex #D0D1D4

PMS 430 C/U 15% C8 M6 Y6 K1 R228 G227 B228 Hex #E4E3E4

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MASTER BRAND GUIDELINES 24

Creative Assets Colors Screens To add color variation and provide differentiation in charts, graphs and diagrams, use screens of the Zebra Medium Gray neutral color and the Blue accent color. Do not use screens for the Zebra Red and Yellow accent colors or the Dark Gray neutral color.

Screens 80%, 50%, 30% and 15% screens can be used with the Zebra Medium Gray neutral color and the Blue accent color.

100% Medium Gray

100% Blue

80%

80%

50%

50%

30%

30%

15%

15%

Shades

Shades

Add 10% black to the three accent colors for color variation. Do not use shades for the neutral colors.

Add 10% black to the accent colors.

X

X

X

Do not use shades for the neutral colors.

100% Blue

100% Red

100% Yellow

SHADE 10% Black

SHADE 10% Black

SHADE 10% Black

Privileged and Confidential. Do not copy or distribute.

Do not screen Zebra Red, Yellow or Dark Gray.

X

X

MASTER BRAND GUIDELINES 25

Creative Assets

Supergraphic Treatment To help reinforce the Zebra brand, the Zebra Head Symbol (without the Zebra Logotype) can be used as a supergraphic. The symbol must be a screened value of the background color; recommended color values are shown here. Do not use the Zebra Head Symbol in a small box; the boxes on this page are used to provide color direction only.

100% Black Background 90% Black Head Symbol

White Background 10% Black Head Symbol

100% Dark Gray Background 80% Dark Gray Head Symbol

100% Medium Gray Background 80% Medium Gray Head Symbol

30% Medium Gray Background 15% Medium Gray Head Symbol

Proper Supergraphic Application 100% Blue Background 80% Blue Head Symbol Privileged and Confidential. Do not copy or distribute.

MASTER BRAND GUIDELINES 26

Creative Assets Tables

At-a-Glance PERNATIUM QUO VOLUPTA

Colors

Information Header Obit et optur, ebisTable eles simwith endis ea de volor Row sitendae nus res doluptatias audae cus susande.

Table header row: Zebra Blue Subhead row: 80% Zebra Medium Gray First body row: 15% Zebra Medium Gray Alternating body row colors: 15% Zebra Medium Gray 30% Zebra Medium Gray Line: Use a 2-point white line to separate cells, vertically and horizontally

Model / Series Nempore que

Do not include a 2-point white line between the blue header row and the first 15% Zebra Medium Gray body row.

Coribusas de Quain Connectivity Numaut Eniam

Print Resolution Doluptat

Print

Language et Ducia

100% Zebra Blue

Qui ut Reptatur de

Max. Print Speed Ulluptatium Aliteau

ZD500™ (RFID optional)

Erchil in Res Natem 4.09" / 104 mmIpsam re doluptatus 1

Linvellam quos aliae 802.11a/b/g/n1 1 Lpiente mo magnihi Dual Radio

Orestor eratur ZPL 203 dpi 300 dpirerro ipsam re Ebis

15% Zebra Medium Gray

6" / 152 mm per second (203 dpi)

/ 102 mm per (300 dpi) doluptatus,4" sequae netsecond optaepe lignis sundus magnihi lloremp orestor eratur modis

GX420™ & GX430™ (The GX420 is available in thermal transfer and direct thermal models; the GX430 is available in a thermal transfer model)

Volum es Endellectia

• Aut haritatiatur 1 1 ratinct iaturitia

4.09" / 104 mm

802.11b/g1

• Quatese quosam ullit • and Estiandam sector GC420™ (Available in thermal transfer direct thermal models)

Do not alternate gray screens if there are only two or three body rows; use either all 15% or all 30% Zebra Medium Gray for every row. A 2-point white line separates the Zebra Blue header row and the 80% Zebra Medium Gray subhead row below it.

Max. Print

Widths Solest

Simoditam Expla

4.09" / 104 mm

• Cus molum que ut • Quatese quosam ullit occulpa doluptatum

GT8002

4.09" / 104 mm

Verisitem Alitia

1

• ipicab ius sundae Estiandam sector

• Cae nonsecust, to

203 dpi (GX420) EPL & ZPL quint, ipsandit inis 300 dpi (GX430) (co-resident)

• Si dolene pero volescil minverata 203 dpi

EPL & ZPL

• Experspero occus, (co-resident) ipid ma ellibusam

Optional feature

2

Not available in North America

30% Zebra Medium Gray

• Consed et dolorias et laboreseque ipsam 4" / 102 mm per second

• Aut haritatiatur

15% Zebra Medium Gray

• Quatese quosam ullit

• Praeped iorias 203 dpi • Bustrum 300 dpi is optional

EPL & ZPL

volor(co-resident)

• Quatese quosam ullit

• Senducia destrum 1

• Experspero occus,

6" / 152 mm per second (GX420) ipid ma ellibusam 4" / 102 mm per second (GX430)

5" / 127 mm per second (203 dpi) • / Aut haritatiatur 4" 102 mm per second (300 dpi)

30% Zebra Medium Gray

• Estiandam sector Quatese quosam ullit

CUSCIENDA DESTIUM

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Qui Luminver Autem

Vibrate on Good Decode

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100% Zebra Blue

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Length for Code 93

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80% Zebra Medium Gray

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15% Zebra Medium Gray

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IP Rating

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zebra technologies

Privileged and Confidential. Do not copy or distribute.

1

MASTER BRAND GUIDELINES 27

Creative Assets Square Corners

The shape of graphic elements reflects the modern look of the Zebra brand. Use square corners for photographs, tables and text or quote boxes for simplicity of appearance.

DO At-a-Glance

At-a-Glance

DON’T

PERNATIUM QUO VOLUPTA

PERNATIUM QUO VOLUPTA

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Do not use rounded corners for graphic elements.

Model / Series

Max. Print Widths

Connectivity

X X

Print Resolution

Print Max. Print Language Model / Series Max. Print Speed Widths

203 dpi 300 dpi

ZPL

ZD500™ (RFID optional)

Connectivity

Print Resolution

Print Language

203 dpi 300 dpi

ZPL

ZD500™ (RFID optional)

4.09" / 104 mm

1

802.11a/b/g/n Dual Radio1

1

6" / 152 mm per second 4.09" / 104 (203mm dpi) 4" / 102 mm per second (300 dpi)

1

802.11a/b/g/n1 Dual Radio1

GX420™ & GX430™ (The GX420 is available in thermal transfer and direct thermal models; the GX430GX420™ is available & GX430™ in a thermal (Thetransfer GX420 model) is available in thermal transfer and direct thermal models; the GX430 is a 4.09" / 104 mm

1

1

802.11b/g1

203 dpi (GX420) 300 dpi (GX430)

EPL & ZPL (co-resident)

203 dpi

EPL & ZPL (co-resident)

GC420™ (Available in thermal transfer and direct thermal models) 4.09" / 104 mm

Nis sint et pratur autem a quate. Apeles enihitis plibeaquis ut eaquo GT8002 inctur solorep udipist, sedis quate si 4.09" / 104 mm doluptam, eturit volo corum rae nos. 1

1 2

6" / 152 mm per second 4.09" / 104 (GX420) mm 4" / 102 mm per second (GX430)

1

1

802.11b/g1

203 dpi (GX420) 300 dpi (GX430)

EPL & ZPL (co-resident)

203 dpi

EPL & ZPL (co-resident)

GC420™ (Available in thermal transfer and direct thermal models)

203 dpi 300 dpi is optional

4" / 102 mm per second 4.09" / 104 mm

Nis sint et pratur autem a quate. Apeles enihitis plibeaquis ut GT8002 eaquo inctur, quate si doluptam, 4.09" / 104 EPL & ZPL 5" / 127 mm per second (203mm dpi) eturit 4" volo corum rae(300 nos. (co-resident) / 102 mm per second dpi)

X X 203 dpi 300 dpi is optional

1

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Optional feature

EPL & ZPL (co-resident)

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1

Optional feature

2

Not available in North America

CUSCIENDA DESTIUM

CUSCIENDA DESTIUM

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Voluptatur

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Necti que eumquid utem.

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Tem Quaepedi Dolorum qui Strum Fugiaspediam Simustrum

X

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Modit ut Reptae

Voloria temquam commo re latur andae sunto.

Odis quo coribusaes ut reptae num faceate et qui non nobis.

Sitae id Quodipit Occab in Remquat

Estiasit Liam eum Fuga Nam aut Corro

Modit ut Reptae Odis de Coribus Seque idQui Omnis Luminver Autem

Necti que eumquid Officia pori utem ut exceaque Corro rem conse inulpar aut expla. uptatia tiassi.

Erchil in res natem et aut occus faciates incturesedis doluptatur magni.

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Privileged and Confidential. Do not copy or distribute.

Ipsanto dipitis Necti amque queeumquid cor utem. assinci llest.

MASTER BRAND GUIDELINES 28

Creative Assets

Typography and Styles Corporate Typeface Arial is the corporate typeface and should be used for company documents, presentations and non-marketing materials. The Arial typeface is pre-licensed on Microsoft Windows® operating systems and widely available for employees to use in a variety of materials. Never add a drop shadow to text.

Arial - Bold

Arial - Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

Arial - Regular

Arial - Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

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MASTER BRAND GUIDELINES 29

Creative Assets

Typography and Styles Marketing Typeface Use the Proxima Nova typeface for external marketing materials. Font family: Proxima Nova

Proxima Nova - Extrabold

Proxima Nova - Extrabold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

Proxima Nova - Bold

Proxima Nova - Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

Proxima Nova - Regular

Proxima Nova - Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

Proxima Nova - Light

Proxima Nova - Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+

Never use the Proxima Nova S, Proxima Nova A or any other alternate version of this font family. Font weights: Extrabold, Bold, Regular and Light The most common font weights for Zebra marketing materials are Proxima Nova Bold and Regular: Proxima Nova Bold is often used for headlines, while Proxima Nova is typically used for body text. Use Proxima Nova Light only for the location signature text on the last page of collateral. The Proxima Nova Extrabold font weight is rarely employed; some of the approved applications include web banners and infographics. Do not use Proxima Nova Extrabold in collateral. Use the Proxima Nova Italic fonts only for limited, approved circumstances, including titles of magazines, books, newspapers and academic journals. If “the” is not part of the title do not italicize it; for example, do not italicize the “the” when you refer to “the New York Times.” Do not use the Proxima Nova Italic fonts for emphasis. Never add a drop shadow to text.

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MASTER BRAND GUIDELINES 30

Creative Assets

Iconography and Infographics Iconography Icons are visual symbols that represent a concept without relying on written language. Zebra’s icons reflect the design approach of the corporate brand — minimal, modern and clean. Each icon should have a unique custom design that communicates the subject matter in its most simple form. The Marketing Icon Library .png files and Icon Guidelines for creating new icons are located on the Zebra Media Library; contact [email protected] for access. Infographics Infographics represent information in a graphic format. They are designed to simplify content and make it more easily understood at a glance. When creating infographics, follow the Infographic Brand Usage Guidelines located on the Zebra Media Library; contact [email protected] for access.

Our Story

Healthcare on the Move

Zebra’s Mobility solutions enable staff to collaborate and focus on Patient Care.

CLINICIANS ARE HEADED TOWARD GREATER MOBILITY

50

%

%

%

of hospitals support enterprise devices 1

50

of hospitals support personal devices 1

Nurse Call & Alerts

Secure Messaging

Integrated voice and data mobile devices can:

40% of doctors say that mobile devices decrease time spent on administration⁴

25

%

of hospitals support personal and enterprise devices 1

hospitals have deployed VoIP % ofsolutions within their organizations

Patient Record Access

Alarms

of hospitals surveyed will buy or evaluate smartphone technology within the next 18 months 1

21

33

Reliable Voice

2

Privileged and Confidential. Do not copy or distribute.

93% of doctors believe that mobile health apps can improve patient’s health and outcomes⁵

Zebra’s Mobile Computing Devices and Workforce Connect • Improve staff communications • Increase enterprise effectiveness • Simplify workflows

MASTER BRAND GUIDELINES 31

Creative Assets Photography Tone and Feel Photography should show the complexity of the environments in which Zebra operates, while demonstrating how our technology gives our customers visibility, simplifying this complexity. Photos should be professional, clean and natural feeling. Do not use images that look dated or staged, or are of poor quality. Lighting Photos should show a high tonal range, be sharp and high-definition, and appear naturally lit with no stylized lighting or unnatural filters. Image Library The Zebra Media Library contains vertical market, application and product photography. Zebra employees can log into the Media Library with SSO (Single Sign On) credentials; for marketing agency access, send an email to [email protected].

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MASTER BRAND GUIDELINES 32

Creative Assets Photography People Incorporate images that show people realizing the end-user benefits of Zebra products when possible. People should be captured in action and depict an authentic experience, rather than a staged setting. They also should not appear aware of the camera. Their expressions should convey seriousness about their activities, but not concern or stress, nor should they look overly happy. Consider regional needs when selecting talent for photo shoots. Diversity in representation of our target customer base is required, with authenticity as the primary guideline.

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MASTER BRAND GUIDELINES 33

Creative Assets

Vertical Photography Photography of vertical market segments — such as retail, transportation and logistics, manufacturing and healthcare — typically capture an entire environment for a Zebra application with no main person or product feature, although people may appear in the distance.

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MASTER BRAND GUIDELINES 34

Creative Assets

Application Photography Application photography shows a real-world environment with people using Zebra devices. Photos should feel natural and honest. Avoid staged or contrived images.

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MASTER BRAND GUIDELINES 35

Creative Assets

Close-up Application Photography Application photography shows a real-world environment with a person using a Zebra device or devices. Photos should feel natural and honest. Avoid staged or contrived images.

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MASTER BRAND GUIDELINES 36

Creative Assets

Product Feature Photography Product feature photography showcases a close-up view of a Zebra product being used in a real-world setting. Photos should feel natural and honest. Avoid staged or contrived images.

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MASTER BRAND GUIDELINES 37

Creative Assets

Product Photography Background

With Drop Shadows

Position products on a white background in marketing materials. Do not put products on a background color other than white. See exception below for white products. Drop Shadows If the product typically rests on a surface, include a subtle drop shadow. Do not include drop shadows for products, such as devices or mobile printers, that are wearable or handheld.

No Drop Shadows

Do not include drop shadows on very small product images in tables. Product Photography in Videos Contact [email protected] for guidance on using Zebra product images in a video.

Background Exception

White Product with 15% Zebra Medium Gray Background

Use a 15% Zebra Medium Gray background behind an outlined white product to differentiate the product from the background.

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MASTER BRAND GUIDELINES 38

Creative Assets

Photography Don’ts The image library has a wide array of photographs, some better for particular purposes than others.

DON’T use photography with staged or unrealistic settings.

DON’T use photography that looks too stylized.

DON’T use overly staged photography.

DON’T use photography that feels busy.

DON’T use photography that’s blurry or uses motion effects.

DON’T use photography with the Zebra path.

Avoid using images that are overly staged or busy, feel unnatural or dated, or that otherwise present Zebra and its products in a negative way. Do not put products on colored or gradient backgrounds.

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MASTER BRAND GUIDELINES 39

Creative Assets

Photography Don’ts DON’T put a color overlay over photography.

DON’T use gradation effects on photography.

DON’T allow photography to show through type box.

DON’T put products on a colored or stylized background.

DON’T DON’T put products on a gradated background.

Privileged and Confidential. Do not copy or distribute.

DON’T use old product photography.

MASTER BRAND GUIDELINES 40

Copyright and Trademarks

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MASTER BRAND GUIDELINES 41

Copyright and Trademarks

Legal Requirements

Copyright A copyright is a form of protection for original works of authorship that are fixed in a tangible form of expression or a concrete form, such as Zebra collateral and videos. All Zebra external marketing materials must include our copyright language: ©2017 ZIH Corp. and/or its affiliates. All rights reserved.

Trademarks​​ A trademark is typically any word, name, phrase, slogan or symbol (or any combination thereof) that identifies and distinguishes the source of the goods or services of one party from those of another.​ In most cases, marketing materials with the Zebra Logo, whether created by Zebra, Zebra(R) PartnerConnect program members or other third parties, must include the Zebra Trademark Attribution Statement: ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners.

Requirements for External Materials All printed Zebra-created materials with the Zebra Logo or ZEBRA must include the combined Zebra Copyright Language and Zebra Trademark Attribution Statement. ©2017 ZIH Corp. and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners. In some cases where room is limited and other trademarks are not included, the last sentence of the Zebra Trademark Attribution Statement can be removed.

Requirements for Internal Materials While it is not required to include the Zebra Copyright Language or Zebra Trademark Attribution Statement for internal materials, it is recommended that you incorporate them when possible.

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MASTER BRAND GUIDELINES 42

Contact Zebra Technologies Corporation 3 Overlook Point Lincolnshire, IL 60069 For questions about these guidelines or to access the design templates, please send an email to [email protected]

Privileged and Confidential. No unauthorized distribution or copying. ©2016 ZIH Corp and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners.