brand guideInstructions and rules for using the LS Retaillogo and brand-related materials

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This manual has been created to aid those creating communication materials involving LS Retail. Our identity consists of a system including logo, type and other design elements that represent us and signify a guarantee of quality. Whether you are creating materials on behalf of LS Retail or for a third party user, you must follow the specifications in this guide when representing LS Retail, in order to preserve the brand’s values and identity.

Any and all material promoting the LS Retail brand needs final approval from the LS Retail marketing department.

For guidance regarding graphic design please contact LS Retail’s marketing department at info@LSRetail.com

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3| Purpose & values4| Company logo

8| Product logos

12| Color guide & company colors

16| Typography17| Company name & online presence18| Naming conventions19| Powerpoint template20| LS Academy

5 - Logo design6 - Correct logo usage7 - Incorrect logo usage

9 - Core products10- Software enhancers11 - Industry solutions

13 - Additional colors14 - Product colors

Index

LS Retail brand guide1purpose & values

PURPOSETo provide innovative solutions for retail and hospitality that make our customers successfulWE MAKE BUSINESS EASY!

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Our corporate values are our DNA: they shape our corporate culture and define the behavior of our employees.

IntegrityWe show integrity by being honest, respectful and open towards ourselves and others.

InnovationInnovation is key in meeting the demanding requirements of the worldwide retail market. We continually deliver value by accumulating retail knowledge from our global network and incorporating that into our products and services.

EmpowermentEmployees have the authority and means to contribute, working towards the goal of delivering best-in-class retail solutions.

Values

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This is the primary logo of LS Retail. There are two versions of the logo, a horizontal one (on the left) and a square one (see p.5). The horizontal version of the logo is the primary version, and should be used whenever possible. As a general rule, all official documents produced by or representing LS Retail must contain the logo in a prominent place.

The LS Retail logo consists of an isotype and a logotype. The two components should never be displayed separately, distorted or altered in any way without prior consent.

2aThe LS Retail logo is a whole unit and has two basic components. LS Retail’s name and a round glyph with the initials. Both components must be shown in the following configurations only, and should never be separated or positioned in a different way.

Always use the correct logo, as contained in this manual.

Color optionsDepending on what best fits your needs, you can use the LS Retail logo in the following colors:

• Blue primary• Charcoal primary• White

For detailed color info please refer to the LS Retail color guide on p. 12.

Isotype Logotype

“Logo“

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companylogo Logo

The LS Retail name part of the logo is written in the extrabold version of the FF Zwo Pro family typeface with altered kerning.

Logotype

A whole unit

Downloadcompany logo

LS Retail brand guide

When using the square version of the logo, the minimum clear space around the logo is equal to the width of the R in LS Retail. Do not place any elements inside the minimum clear area. Remember, this is the minimum space around the logo , but if you want you can add even more space for greater impact.

Logo boundaries Clear space

The smallest size of the logo should only be used when you have very limited space available.

2bWhen using the LS Retail logo, follow these guidelines about positioning, minimum size and clear space.

23 mm66 px

15 mm42 px

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The use of the isotype on its own, without the logotype, is restricted to internal LS Retail usage, and can only take place with prior consent from the LS Retail marketing department.

logodesignIsotype only

Minimum clear space

Minimum size

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uide2cWhen using the LS Retail logo, pay special attentional to the background

and the placement of the logo, as these factors will affect readability considerably.

Gradient No gradient

On photographic backgrounds, the logo should be positioned in a relatively plain area that allows the reader to easily notice it.

In the cases where this is not possible, the image must be toned down to make the logo readable. This can be achieved by applying a gradient or with similar methods.

The LS Retail logo should be used on all materials that carry the company’s name, including but not limited to brochures, factsheets, posters, letters and all other marketing and communication materials. It is required that the logo be in a clearly visible area where it’s not competing with titles, text or graphics.

Monitor your business key performance indicators (KPIs) on a graphic dashboard. Analyze, visualize, and share insights within the organization. Take actions that are based on data, and make the most profitable decisions for your retail merchandising, direct to consumer, and store operations.

From data to insight to action - it’s simple

LS Insight will help you:

• Get a graphical view of your business KPIs

• Share insights within your organization

• Compare store performance, aggregate and link data for analysis

• Analyze your data without the need of a data scientist

• Access all your information on any type of mobile device, wherever, whenever

• Ask questions and get answers in form of charts and graphs

LS Insight Cloud-based Business Intelligence (BI) software as a service (SaaS) powered by Microsoft Power BI.

Increase your efficiency with:

Real-time insights into your sales

No upfront costs

Easily customizable reports and dashboards

BI that can be run in any browser and any device

Insights from your online and physical stores

Low cost of ownership - no need for servers, infrastructure or IT staff

The complete unified commerce platform to manage your entire retail and food service operations efficiently

Run it on premises, in the cloud, or as a hybrid solution. Built on Microsoft Dynamics 365 Business Central, powered by Azure.

Unify your business front to backControl all your business processes, including purchasing, warehouses, CRM, store sales, distribution, franchises and financials, in one platform.

Unify your channelsCentrally manage products, prices, campaigns, offers and more for all your physical locations, e-commerce and m-commerce sites.

Unify your viewpointGet a comprehensive view of your enterprise and a 360-degree picture of your customers by maintaining all your core business information in one, centralized database.

Unify your brandManage all your retail and food service verticals across your enterprise within one solution with deep industry functionality.

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correct use of the logo

PositionBackground

LS Retail brand guide2d7

To ensure accuracy and consistency, never alter, embellish, stretch, rotate, attempt to recreate the LS Retail logo. Never download the logo from external sources. Always use materials provided by LS Retail.

DO NOT place the logo in a crowded area of a photo where it’s not clearly visible.

DO NOT choose a version of the logo that does not offer good contrast and readability.

stretch or compress the logo

change the position of the logo

change relative sizes of the elements

change the colors of the logo

place the logo on patterned backgrounds

use the logo in low contrast situations

place the logo in a different orientation

deform the logo in any way

use outdated logos or materials

incorrect logo usage

Do not...

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Core products, software enhancers and industry solutions.

The product logos consist of an isotype and logotype. The isotype is constructed out of four skewed parallelograms, each with a gradient in different tones of the same color to create a “box-like” effect.

The isotypes represent the product colors for each product. All core products have a specific product color. Software enhancers share a single color. Industry solutions are core products with added features for specific industries. They take on the names of those industries.

Like the LS Retail company logo, the product logos have a primary and a secondary version and are available for light and dark backgrounds.

Creating product specific materialYou should first and foremost use the appropriate logo to identify the product. The LS Retail logo can be included elsewhere in the document but should never be used alone to represent the product.

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productlogos

Downloadproduct logos

Core products

Software enhancers

LS Retail brand guide

Each core product has its own color group. The name is written in the FF Zwo Pro typeface with ‘LS’ written in Regular and the name in Extrabold.

The are two versions of the logo. The horizontal version (below) is the primary version, while the vertical version (left) is the secondary version. For detailed color info please refer to the LS Retail color guide on p. 14.

When displaying multiple product logos on the same page, you must use the same version and color option for each of them. Example: if you use the primary version of the LS Nav logo with white text, you must also use the primary version of the LS One logo with white text. Note that product logos adhere to the same rules as the company logo.

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core products

LS Central is the new name for LS Nav

The LS Nav name, and related branding elements, should only be used for versions of the software until v. 11.05 included. From version 13.0 onwards, please use the name LS Central, with related branding elements (LS Central logos, colors, and other marketing materials).

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3csoftware enhancersLS Retail’s software solutions which add functionality to core products are called software enhancers.

The enhancer logos are quite similar to the core product logos but have a slightly altered identity. They all share the same isotype and the names are written completely in FF Zwo Pro Regular. They can be identified by a light gray color and a turquoise color streak.

LS Retail brand guide3dIndustry solutions are different embodiments of some core products but with added code/customization to cater to industries with more specific needs.

Previously these solutions had an identity of their own but to avoid confusion, industry solutions should now by default use their appropriate core product logo. In some cases where additional and a more descriptive identity is needed they can be presented as follows. Core product logo with industry name added below. Examples of this would be LS Central for hotels, LS First for restaurant, LS One for forecourt.

These names are determined by the LS Retail marketing department and it is forbidden to create a new one without prior consent.

The industry name is typed out in FF Zwo Pro Light and the size is 1/3rd of the core product logo height, with the top aligned to the bottom of the logo. The clear spacing is the same as in the regular version of the core product logos.

industrysolutions

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Downloadproduct logos

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Blue primary 2935 U C100 M79 Y20 K5 R0 G74 B135 004a87

Charcoal primary 5395 U C77 M64 Y62 K63 R36 G45 B47 242d2f

Gray primary 656 U C28 M18 Y19 K0 R184 G192 B194 b8c0c2

Corporate blue dark C100 M80 Y35 K23 R10 G60 B102 0a3c66

Charcoal dark C77 M64 Y64 K70 R29 G37 B38 1d2526

Gray dark C46 M35 Y35 K1 R145 G151 B153 919799

CMYK RGB HEXDark alternative

Corporate blue light C92 M68 Y24 K7 R38 G88 B136 265888

Charcoal light C76 M62 Y57 K49 R49 G60 B64 313c40

CMYK RGB HEX

Gray light C19 M10 Y12 K0 R203 G212 B214 cbd4d6

Light alternative

4acolorguideThe LS Retail color palette is made up of product- and company-specific colors as well as carefully selected additional colors. You can use additional colors, but please make sure to respect the branding.

Colors have different identification, depending on their purpose.

PrintingCMYK and Pantone are used for printing purposes. Please note that only the primary corporate and product colors have Pantone numbers.

RGB and HEX are for screen and web purposes.

Company colorsThe corporate palette consists of 3 colors, plus white. These are the main colors for most company materials but will, in many cases, be associated with product colors and/or additional colors.

The company colors have 3 different shades in case you need options when creating text boxes or tables.

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Primary

Title example

• Bullet point example

• Bullet point example

• Bullet point example

Title example

Dolor sit amet, consectetur adipiscing elit. Suspendisse eros magna, gravida eu dui nec, commodo fringilla.

Title example

Dolor sit amet, consectetur adipiscing elit. Suspendisse eros magna, gravida eu dui nec, commodo fringilla.

Downloadcompany color palette

LS Retail brand guide

CMYK RGB HEX

Dark blue C93 M69 Y50 K46 R18 G54 B71 123647

Blue C87 M47 Y24 K3 R24 G115 B153 187399

Light blue C22 M0 Y0 K0 R191 G236 B255 bfecff

Dark green C79 M51 Y76 K58 R34 G59 B44 223b2c

Green C74 M25 Y86 K9 R76 G138 B80 4c8a50

Dark mint C55 M0 Y48 K0 R104 G212 B165 68d4a5

Mint C22 M0 Y22 K0 R191 G255 B217 bfffd9

Dark purple C69 M86 Y45 K48 R66 G36 B64 422440

Purple C63 M77 Y13 K1 R117 G84 B145 755491

Light purple C2 M20 Y0 K0 R255 G209 B252 ffd1fc

Dark maroon C48 M77 Y75 K71 R61 G28 B22 3d1c16

Maroon C28 M88 Y78 K52 R145 G52 B52 913434

Light maroon C0 M25 Y18 K0 R255 G201 B191 ffc9bf

Gold C30 M52 Y100 K12 R168 G118 B43 a8762b

Beige C0 M11 Y29 K0 R255 G226 B184 ffe2b8

4bThe additional color palette consists of various colors. For example they can be used for text boxes, text tables, graphs and most cases where product colors do not apply and you need further color options.

Color combination examples

additionalcolors

Color example This is Mint text on Navy background

Color example This is Navy text

on Light blue background

Color example This is Light maroon text

on dark purple background

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Yellow (Old LS Omni Primary) C4 M26 Y88 K0 R245 G190 B61 f5be3d

Dark yellow (Old LS Omni dark) C9 M44 Y97 K0 R229 G154 B44 e59a2c

Light yellow (Old LS Omni light) C0 M13 Y53 K0 R255 G220 B139 ffdc8b

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colorsColor identityThe LS Retail products have their own color identity. This identity is represented in different tones: Primary, dark alternative and light alternative. In most cases you should use the primary color, but when in need of more options, you should use the alternative ones. Example of this would be various text boxes or text tables.

The company and/or the additional colors can also be used alongside the product colors.

Do not use product-specific colors to represent other products than the one they are associated with.

Text table example

Augue suscipit quis

• Bullet point example

• Bullet point example

• Bullet point example

• Bullet point example

• Bullet point example

• Bullet point example

• Bullet point example

Lorem ipsum Dolor sit amet, consectetur adipiscing elit. Suspendisse eros magna, gravida eu dui nec, commodo fringilla lorem. Nam laoreet eget lectus quis ultricies. Nam leo lacus, sollicitudin id eros a, vulputate lobortis urna. Quisque vitae ullamcorper tortor, vel sagittis nulla. Curabitur efficitur congue dolor, nec congue augue suscipit quis.

Nam leo lacusSollicitudin id eros a, vulputate lobortis urna. Quisque vitae ullamcorper tortor, vel sagittis nulla. Curabitur efficitur congue dolor, nec congue augue suscipit quis.

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CMYK RGB HEX

LS Express primary 2011 U C8 M61 Y100 K0 R228 G125 B37 e47d25

LS Nav primary 298 U C64 M12 Y0 K0 R67 G179 B230 43b3e6

LS Central primary 7712U C84 M29 Y41 K4 R19 G136 B144 138890

LS One primary 7465 U C65 M0 Y60 K0 R85 G190 B140 55be8c

LS First primary 2034 U C0 M83 Y66 K0 R240 G83 B81 f05351

PANTONEPrimary

LS Nav dark C78 M30 Y5 K0 R34 G145 B199 2291c7

LS First dark C17 M93 Y89 K6 R194 G53 B50 c23532

CMYK RGB HEX

LS Express dark C17 M69 Y100 K5 R199 G101 B16 c76510

LS Central dark B C100 M84 Y40 K33 R17 G49 B86 113156

LS One dark C81 M11 Y63 K0 R0 G163 B129 00a381

LS Central dark A C94 M61 Y34 K14 R9 G89 B121 095979

Dark alternative

CMYK RGB HEX

LS Express light C3 M41 Y71 K0 R242 G163 B94 f2a35e

LS Central light / LS Nav light C41 M0 Y8 K0 R142 G214 B231 8ed6e7

LS One light C46 M0 Y42 K0 R139 G206 B171 8bceab

LS First light C0 M61 Y31 K0 R244 G132 B140 f4848c

Light alternative

LS Retail brand guide4cproductcolors

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Software enhancer colorsThe software enhancer logos use a light gray color scheme. Although similar, make sure not to confuse them with the gray colors in the company color palette.

The company and/or the additional colors can also be used alongside the product colors.

Gradient color streakThe software enhancer isotype has a gradient color streak. The streak goes from light to dark to fully transparent. These colors are only to be used alongside the product colors and not as the main color identity.

CMYK RGB HEX

Enhancer primary C35 M18 Y21 K05445 U R168 G187 B191 a8bbbf

PANTONESoftware enhancers

Enhancer dark C51 M34 Y38 K2 R133 G147 B148 859394

Enhancer light C25 M11 Y13 K0 R190 G207 B212 becfd4

Gradient streak dark C55 M0 Y26 K0 R67 G232 B216 43e8d8

Gradient streak light C40 M0 Y22 K0 R137 G236 B218 89ecda

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Typography is an extension of the LS Retail brand. As with the company logo and colors, consistent use of corporate typefaces reinforces the company’s identity.

Primary typefaces

FF Zwo Pro (marketing team only)The official font for all LS Retail material created by the marketing team. If you wish to use it you must purchase a licensed copy. Zwo Pro is also used for the company and product logos.

Office typeface - Segoe UIFor office documents, such as Word and Powerpoint and internal communication use Segoe UI, pre-installed on most Windows machines. Segoe UI is also the primary typeface to be used in LS Retail POS designs.

Online typeface - Open SansFor online purposes, it is permitted to use Open Sans from Google Fonts.

DO NOT mix the different primary typefaces together in a document, the different options are only due to various accessibility issues.

Secondary typeface/Other options

Avenir / Avenir NextMay be used for titles and/or other specific needs.

Other typefaces are optional but only with approval from the LS Retail marketing team. If you have such requests contact info@lsretail.com

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

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Zwo Pro

Segoe UI

Open sans

LS Retail brand guide

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6aCompany nameLS Retail is the name of the company, and only of the company. The name LS Retail should NOT be used to refer to any of the products. The company should always be referred to in writing with its full name.

Correct usage

Examples of incorrect usage

LS Retail

LS (as in: “LS experts”)Always use the full name (correct form: “LS Nav experts”).

Ls RetailThe letters “LS” and the “R” in “Retail” should always be capitalized.

LSRetailLeave a space between the letters S and R.

Social Media | online software databases | online 3rd party tools or equivalent: NO ONE is allowed to open an account or profile branded as LS Retail on any kind of online channel without talking to the LS Retail marketing team and getting approval.

Online presencecompany

name

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conventions

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ProductsAll products names should be approved beforehand. If you are working on a new product, connector, function and so on:

1. do NOT make up a new name2. get in touch with the marketing team to discuss naming

The prefix “LS” should only be used in product names, and ONLY in the cases below.

Core product names

LS CentralLS Nav (now LS Central)LS OneLS FirstLS Express

Software enhancer names

LS PayLS InsightLS ForecastLS Recommend

LS Staff ManagementLS ActivityLS eCommerce LS Replenishment

If you are unsure about the spelling or correct usage of one of the product names, please consult the LS Retail website or contact the marketing team at info@LSRetail.com

LS NAVIncorrect capitalization. It should be LS Nav.

LS RetailThis is the company name. The product is called LS Nav.

LS Retail NAVThe product is called LS Nav.

LS Party“LS” prefix should never be used for activities, events, etc.

LS Not a product name. “LS” should never be used on its own in writing.

LS MagentoIncludes copyrighted name of another company’s product. Do NOT coin new names for every integration you create.

LS RecommendsWrong spelling. The name is LS Recommend.

LS POSThis is not a product. Use instead “the POS”; or specify the product, ex. “the LS Nav POS”; and so on.

LS eCommerce and MobileDo NOT change the name of any product, even if you feel that the name doesn’t accurately express everything the product does.

Examples of incorrect usage

Industry solution namesLS Central for retailLS Central for hotelsLS Central for restaurantsLS Central for pharmacyLS Central for forecourt

LS One for retailLS One for restaurantsLS One for forecourtLS First for restaurantsLS First for forecourt

LS Retail brand guide7powerpointtemplate

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Presentations

Powerpoint is the software used to make presentations for LS Retail. As LS Retail has many products and logos/colors asociated with them you have an extensive template to use when presenting the company and products. All presentations should be done using the templates supplied by LS Retail and should be sent in for review by the LS Retail marketing team.

For approval and any assistance contact info@lsretail.com

FontThe font used in the Powerpoint template is Segoe UI.

DownloadPowerPoint template

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LS Retail offers certification training courses on our products and enhancers. One can become a certified expert for a product, vertical, or enhancers by attending our courses and passing a certification test. LS Academy, oversees these courses and is responsible for its content creation.

Read more about LS Academy / See LS Academy schedule

The LS Academy logo takes a little quirky sidestep from the LS Retail product logos but is still based on the same design principle. In the case of LS Academy the product isotype contains a pencil.

LS Academy can be identified with it’s purple theme color and accompanying yellow and salmon pink colors. These can be accompanied with the company and additional colors.

ls academy

CMYK RGB HEX

LS Academy salmon 2011 U C8 M61 Y100 K0 R228 G125 B37 e47d25

LS Academy dark 298 U C64 M12 Y0 K0 R67 G179 B230 43b3e6

LS Academy primary 267 U C68 M90 Y0 K0 R115 G50 B168 7332a8

LS Academy light 7465 U C65 M0 Y60 K0 R85 G190 B140 55be8c

LS Academy yellow 2034 U C0 M83 Y66 K0 R240 G83 B81 f05351

PANTONELS Academy colors

LS Retail brand guide

LS Retail Brand guide 2020