CBR BRAND 2.O

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TABLE OF CONTENTS

BRAND PROM ISE

BRAND ANTHEM

OUR VALUES

BRAND TARGET BRAND BENEFITS

BRAND ASSETS

BRAND DELIVERS

BRAND PERSONALITY BRAND LOOK

LOGO

GRAPH I CS

COLOR PALETTE

TYPOGRAPHY

WRIT ING STYLE

PHOTOGRAPHY

QUOTES

BRAND FRAMEWORK

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This is the essence of the CBR brand. In the pages that follow, you will learn about the passion which the com-pany was founded on. The values and philosophy that drive our relentless commitment and innovation.You will learn about the life-saving and life-changing benefits we offer our hundreds of thousands of families, who they are, and what drives us to continuously strive to deliver better results for them. You will also see how we present our brand to the world.

BRAND PROMISE

BRAND ANTHEM

OUR VALUES

BRAND TARGET BRAND BENEFITS

BRAND ASSETS

BRAND DELIVERS

BRAND PERSONALITY

BRAND PROMISETHE DISTI LLATION OF THE BRAND’S CORE I DEA AND PROM ISE –THE H IGHEST ORDER OF WHAT THE BRAND UNIQUELY DELIVERS.

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LEADING STEM CELL MEDICINE

BRAND ANTHEMA DECLARATION THAT CRYSTALIZES & CLARI FI ES THE REVOLUTIONARY I NTENT OF CBR. IT CAPTURES TH E BRAND’S PRINCIPLES, PASSIONS & HOW WE SET OUT TO ACHIEVE THEM.

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At CBR, the families who trust us are living proof of our leadership in stem cell medicine.

Our mission is to enable more breakthrough medical treatments for more families.

We’ll do that by significantly advancing the real life clinical applications of newborn stem cells.

Firstly, by searching to uncover their potential through clinical trials.

And by aspiring to absolute perfection in the collection, processing and storage of stem cells.

But above all we’ll do it by making a personal commitment to our families. Being there for them at times of greatest strife. And rejoicing with them when the lives of their children are improved or saved as a result of preserving those unique, precious stem cells.

Now and in the future.

CBR®Leading Stem Cell Medicine

OUR VALUESWHAT WE STAND FOR & WHAT WE BELIEVE IN.

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PASSIONAt CBR, we put our families first above all else. We don’t just look at case numbers. We believe that by knowing their names we’ll work harder for them. We are protect-ing stem cells that will one day save someone’s life. And the work we do today will mean a healthier future for everyone.

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PROOFWe are on a mission to bring the power of stem cell ther-apeutics to the world. And it all starts with our doctors, our research, and our stories. Every patient and every family we work with is living proof that we are revolu-tionizing stem cell therapeutics. We are humbled every-day by the evidence, not just the data.

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PROGRESSWe are devoted to perfecting the collection, the pro-cessing, and the storage of these stem cells. We take pride in being the only family cord blood bank leading clinical trials to bring more treatment options to more families. We will not rest until everyone has access to the highest quality stem cell therapeutics.

BRAND TARGETTHE COLLECTIVE MINDSET OF THE FAMILIES WE SERVE, THOSE THAT WE WILL CONNECT WITH IN THE FUTURE, AND THE ROLE OUR BRAND PLAYS IN THEIR LIVES.

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Our customers are progressive and forward- thinking. They understand that life can throw them curveballs. They believe in the natural healing power and promise of newborn stem cells. For them, it’s not a matter of “if I use them” but “when I will use them”.

BRAND BENEFITSPRI MARYTHE FUNCTIONAL & EMOTIONAL BENEFITS WE DELIVER THAT KEEP US FOCUSED ON DELIVERING POINTS OF DIFFERENTIATION THAT DRIVE AND MOTIVATE OUR CONSUMERS.

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THE LEADING CHOICE With 500,000 newborn stem cell units and counting, CBR is the #1 choice among OB/GYN’s and expecting parents.

In fact, OBGYNs recommend CBR 2:1 over all banks and more than 50% of OBGYN’s chose CBR for their family.

PRODUCT INNOVATION & QUALITY After 2 decades, 500,000 cord blood and tissue stem cell units, 17 product upgrades, and 5 exclusive clinical trials, CBR is the leader in newborn stem cell collection, transport, extrac- tion, preservation, and application. All of which ensure breakthrough medical treatments for more families now and in the future.

ADVANCING THERAPIES & APPLICATIONS Saving with CBR means access to leading FDA-regulated clinical trials for conditions including: autism, traumatic brain injury, cerebral palsy and pediatric stroke with the country’s leading research institutions.

BRAND BENEFITSSECONDARY

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FINANCIAL STABILITY As the first blood bank of its kind, CBR has been profitable for 15 years. In fact, if we stopped generating new business today, we would still have the stability to continue running and operating the lab indefinitely.

SAFE LOCATION We chose the site of our lab for one reason in particular: safety. As one of the safest cities in the US, Tuscon ensures our families’ samples will be protected from natural disaster.

AZ

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BRAND PERSONALITY

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WE ARE BOLD AND DECLARATIVE.

WE ARE FORWARD THINKING AND COMPASSIONATE.

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WE ARE HUMAN.

BRAND SNAPSHOT

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BRAND PROMISEThe distillation of the brand’s core idea / promise. The highest order of what the brand uniquely delivers.

BRAND VALUESWhat the brand stands for and believes in that made the brand great and on which we want to build.

TARGET/CULTURAL INSIGHTThe person and the situation for which the brand is always the best choice.

BRAND BENEFITSThe differentiating functional and emotional benefits that drive and motivate consumers.

LEADING STEM CELL MEDICINE

BRAND ASSETS BRAND DELIVERS BRAND PERSONALITY

Our customers are educated, progressive, and forward-thinking. They understand that life can throw them curveballs. They want to make a dif ference and improve the lives of their families.

At CBR, we put our families first above all else. We don’t just look at case numbers. We believe that by knowing their names we’ll work harder for them. We are protecting stem cells that will one day save someone’s life. And the work we do today will mean a healthier future for everyone.

We are on a mission to bring the power of stem cell therapeutics to the world. And it all starts with our doctors, our research, and our stories. Every patient and every family we work with is living proof that we are revolutionizing stem cell therapeutics. We are humbled every- day by the evidence, not just the data.

We are devoted to perfecting the collection, the processing, and the storage of these stem cells. We take pride in being the only family cord blood bank leading clinical trials to bring more treatment options to more families. We will not rest until everyone has access to the highest quality stem cell therapeutics.

PASSION PROOF PROGRESS

Cellular Therapies (Transplant & Regenerative Med)CellAdvantage Colleciton Kit

Cords for Cures (NPP)

Highest-quality standardsSuperior customer service

Personal connection w/families Transparency

We are bold and declarative.We are forward thinking and compassionate.

We are human.

PRIM

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SEC

ON

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With 500,000 newborn stem cells saved and counting, CBR is the #1 choice among OB/GYNs and expecting parents.

Saving with CBR means saving with the only cord blood bank leading FDA-regulated clinical trials for today’s most threatening conditions - autism, traumatic brain injury, cerebral palsy and pediatric stroke - with the country’s top medical universities.

With the introduction of the CellAdvantage Collection Device, we created the word’s only medical device designed specifically for the collection of cord blood stem cells.

As the first blood bank of its kind, CBR has been profitable for 15 years. In fact, if we stopped generating new business today, we would still have the stability to continue running and operating the lab indefinitely

We chose the site of our lab for one reason in particular: safety. As one of the safest cities in the US, Tuscon ensures our families’ samples will be protected from natural disaster.

This section contains the visual components of CBR. By using the components that follow to represent ourselves, we will ensure a confident, consistent display of our brand.

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BRAND LOOK

LOGO

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OUR MARKMoving forward we are evolving our logo typeface to reflect the new brand direction and future advancements. The design conveys a more clean, contemporary and high-tech feel. And because we are the pioneers and leaders in the field of stem cell science and we are not just about cord blood, we will simply call ourselves CBR.

LOGO

cord bloodregistry

cord bloodregistry

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Maintain a clear territory around all four sides of the CBR logo in all print and digital applications.

When the logo is used without accompanying images or text, a minimum safety of ½ the cap-height of the logo should be maintained.

½ c

ap

h

eig

ht

½ c

ap

h

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SAFETY AREA

COLORPALETTE

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CBR PURPLEPurple has always been at the heart of the CBR brand. The color conveys a warm and premium look. By unifying all of our work across all communications with a single color family we create a strong, instantly recognizable brand presence.

PRIMARY

CBR PURPLEPMS 2597CMYK 83/100/0/0RGB 86/46/145

CBR PURPLE at 20% body copy on dark backgroundCMYK 10/13/1/0RGB 223/216/234

GRAY at 65% body copy on light background CMYK 0/0/0/65RGB 119/120/123

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FACET GRADIENTS

CMYK 83/100/0/0RGB 86/46/145

CMYK 0/0/0/100RGB 0/0/0

CMYK 83/100/0/0RGB 86/46/145

CMYK 53/100/13/2RGB 141/26/127

CMYK 0/0/0/0RGB 255/255/255

CMYK 20/24/0/0RGB 199/189/222

CMYK 0/0/0/0RGB 255/255/255

CMYK 5/5/0/0RGB 238/237/246

GRAPHICS

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FACETGRAPHICWe have created a distinctive and ownable graphic we call ‘facets’ which adds visual depth and helps dimensionalize the brand. Its shape is inspired by some of the organic formations within stem cell structures, giving a feeling of growth and movement.

PRIMARY

DARK Mostly CBR purple to heavier black gradient facets. Pink to CBR purple facets are only used seldomly as a shine of color. This coloring should be used for all primary pieces.

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WELCOME TO THE CBR FAMILY.Hello Selena,

Welcome to CBR. Thank you for choosing to save your baby’s newborn stem cells with us. You’ve now got a partner who’ll help protect your family’s health and a team of friendly experts right at your fingertips. And now, you have exclusive access to some of today’s most advanced medical treatments.

I will be reaching out to you soon. Feel free to ask any questions you may have and discuss whatever may be on your mind. We look forward to being here for you as you prepare to welcome your new baby into the world! We are also only a phone call away at 1-800-588-6377.

Talk soon,Tabitha,CBR Cord Blood Education Specialist

Join our community:

cordblood.com | 1.888.932.6568

SECONDARY

LI GHT CBR purple gradient and silvery tone with a subtle purple tint. This is an “airier” version which should be utilized only for copy-heavy e-mails or other secondary pieces.

HOW TO USE

1200 Bayhill Drive, 3rd Floor San Bruno, CA 94066 1-888-588-0258 cordblood.com

1200 Bayhill Drive San Bruno, CA 94066 954-254-8917 cordblood.com

KATI E BROWNContent Specialist

80+ diseases have already been treated with cord blood stem cells. Every day at Cord Blood Registry we drive the science forward to make that list even longer.

Have your newborn join the 400,000 other children who have their stem cells saved with CBR.

cordblood.com | 1.888.932.6568

MY LITTLE GUY’S STEM CELLS HAVE BIG POWER.

The CBR facet is constructed using a mix of triangles and polygons with the gradient combination mentioned on the Color Palette page.

The gradients shift in color and angle should be gradual and organic for each facet. Two of the same facet treatment should never be next to each other. Adjust the gradients to make the facets “pop-off” the page.

1200 Bayhill Dr, 3rd Floor San Bruno, CA 94066

cordblood.com

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WHAT TO AVOID

80+ diseases have al ready been treated with cord blood stem cells. Every day at Cord Blood Registry we drive the science forwar d to make that list even longer .

Have your newbor n join the 400,000 other childr en who have their stem cells saved with CBR.

cordblood.com | 1.888.932.6568

80+ diseases have al ready been treated with cord blood stem cells. Every day at Cord Blood Registry we drive the scienc e forwar d to make that list even longe r.

Have your newbor n join the 400,000 other children who have their stem cells saved with CB R.

cordblood.com | 1.888.932.6568

.

The graphics should nevercome down onto the subject.A cluster of free-form facetsshould only be used once perlayout. For multi-page printpieces it can be used as acontained “texture” in additionto the free-form primarygraphic.

The graphic should neveroverpower or have jaggedpoints too close to the subject.

The cluster should use theblack to CBR purple gradientfor 90% of the facets. Therefore,only about 10% should be lightpurple to CBR purple gradient.Never use a stroke around thefacets or entire cluster.

Never use a black to lightpurple gradient.

The shapes should be touchingwith no white space inbetween. The shapes shouldvary in size to create depth.

MY LITTLE GUY’SSTEM CELLSHAVE BIG POWER.

MY LITTLE GUY’SSTEM CELLSHAVE BIG POWER.

TYPOGRAPHY

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CLEAN &MODERNTypography plays an important role in our visual communica-tions because it ensures our look is consistent across everything we do. It also expresses our tone of voice.

Our typefaces have been carefully selected to convey a sense of modernity and quality. They are clean, simple, bold, yet friendly.

TYPEFACES

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

A BCDEFGHIJKLMNOPQRSTUVWXYZ1 23 4567890

HESS GOTHIC ROUND

ITC Lubalin Graph

Arial

HEADLINEHeadlines should always be capitalized in Hess Gothic Round.

BODY COPYBody copy should always be in ITC Lubalin Graph. Do not use as a header or sub-head. Use the bold face when you want to hightlight text within the body copy.

BODY COPY WEBArial should only be used for body copy when necessary for web applications.

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HEADLINES

CORRECTThe leading should be fairly tight but comfortable. The tracking should be 50-75 points. Color is CBR purple or white when on a darkerbackground.

TOO LOOSEHeadline should looklike a block and never in black unless printing in grayscale.

TOO TIGHT AND WRONG COLORLetters should not touch and do not use a dif ferent accent color for the headline.

WRITINGSTYLE

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POWERFUL,POINTED & PERSONALThe brand should have a singular voice when speaking to our prospective customers, clients and physicians. As our tone is a direct extension of our brand, messages should be crafted with the same care we take when collecting cell samples.

Our messages should convey the ambition and vision of our brand combined with a personal, heartfelt, human touch.

As much as possible we should cement claims with hard facts to illustrate that medical breakthroughs are here and now. Our messages should always be powerful, pointed and personal. Never overwhelming or overloaded with too much information or scientific jargon.

The language should never sound preachy or exclusive, but rather should be progressive and inviting with a bit of wit and cleverness.

PHOTOGRAPHY

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BOLD &INTIMATEPhotography is the means by which we can best capture the passion and attitude of the CBR brand. The style of our photography, the uniqueness of its presentation and the craft that we employ in creating it all go toward separating ourselves from our competitors and rising above the sea of sameness in our category.

As the pioneer and leader of cord blood storage, CBR is progressive and bold and yet at the same time intimate and inclusive. Our approach to photography needs to reflect that duality in our brand and our culture. The balance of science and humanity. Of the future and the present.

Our aim is to create distinctive images with a unique CBR fingerprint across all of our work for the brand. At CBR we put our families first and they help tell the visual story of our brand.

We will use images that are brilliantly simple, bold, progressive, engaging and emotive.

PORTRAITS

At CBR our families come first and our photography should be a testament to our deep dedication to them.

When photographing our subjects, It’s important that we capture moments that are genuine in order create an emotional connection.

On a shoot we should aim to cover intimate close ups that rely on the subtlety of facial expressions and also wider shots with more active poses that capture body language and gesture.

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CASTING

We want to cast real people: attractive but not too model-like. A broad spectrum of people and ethnicities, moving away from yoga moms.

We want to capture the essence of their personalities; warm, human and engaging.

PRODUCT PHOTOS

Our products should be the hero, shot simply, cleanly and graphically.

Clearly illustrating the innovation and excellence of their design.

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TECHNIQUE

In portrait photography, our flesh tones should be neutral to warm (not purple tinted).

And importantly, sub-jects should look healthy and human.

We should employ strong key light throughout being careful not to be too dramatic or dark.

In all photography, our backgrounds should be clean. Graduated dark to light from the top and tinted purple in post.

LIGHTING EXAMPLES

Use strong key light throughout to add depth,definition and contrast to project a modern, high-tech feeling. Being careful not to be too dramatic or dark.

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OUTSIDE STUDIO LOOK

Stepping outside the studio, backgrounds should feature architectural geometric lines for the same reason. Lighting should not be too soft or flat (like lifestyle photography).

POSE EXAMPLES

Simple studio photography will avoid the generic lifestyle imagery of our competitors. Poses will be natural and not overly posed. We will capture genuine moments between the subjects making sure that the interactions are not cheesy.

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IMAGERY TO AVOID

We want to avoid the cheesy, fake shots that are common in the lifestyle pictures of our competitors.

©2013 Cord Blood Registry. All Rights Reserved.