exponential - ci guide

D ES I G N A N DB R A N D G U I D E L I N ES

INNOVATION POWERED BY MMI HOLDINGS

CO M PA N YBAC KG RO U N DWho are we | What we doHow Exponential contributes to the MMI DNA/Essence of Financial Wellness The Exponential Brand EggBrand VisionBrand DNABrand ValuesOur PurposeOur MissionOur PersonalityOur StructureOur Stakeholders

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WHO WE ARE

After identifying the risk of disruption facing MMI and the wider insurance industry, not only as a result of fundamental changes in consumer behaviour and expectations, but also due to on-going technological advances and emerging business models that are dramatically reducing barriers to entry by innovative new tech-driven players, MMI decided to proactively head off this threat and turn it into a powerful opportunity for growth over the long term. Accordingly, a disruptive innovation capability, called Exponential, has been set up to respond and take advantage of this opportunity. It is charged with scanning for and potentially investing in innovative young businesses that it believes will enhance MMI’s relevance and competitive position over the medium to long-term.

Exponential is a strategic ‘defence’ arm of MMI set up to proactively respond to and take advantage of the threat that fundamental changes in consumer behaviour hold, their growing expectations as well as to pre-empt on-going technological advances and emerging business models.

WHAT WE DO

Exponential is specifically interested in:

• Technology-based businesses, which when combined with MMI’s assets (e.g. brand, distribution, insurance skills), show meaningful potential to rapidly generate exponential growth in revenue and profit for MMI (Scaler opportunities);

• Technology-based businesses that have the potential to deliver significant savings in expenses for MMI’s existing business (Optimiser opportunities); and

• Identifying and developing brand new and disruptive ventures that reach new markets, meet new needs, leverage new business models and show the potential to fundamentally disrupt the insurance market space as we know it over slightly longer time horizons (Venture Developer opportunities).

Considered from the perspective of the entrepreneurs, which are often unaccustomed to dealing with large corporates such as MMI, Scaler and Optimiser opportunities offer them the potential to accelerate and bring forward their own growth curves through a partnership engagement that is actively steered by the Exponential team. The more effective activation, marshalling and alignment of MMI resources towards Scaler / Optimiser initiatives through Exponential’s expert involvement, significantly raises the likelihood of an effective engagement with MMI that delivers on the expected results for both parties, something which has often proved elusive for young, entrepreneurial firms attempting to partner with established corporates. In the case of the Venture Developer aspect, a key pillar of the Exponential strategy is the establishment of corporate venture capital funds whose overarching objectives are to take a long-term view and identify, invest and grow highly innovative new businesses that have the potential to disrupt the dominant insurance business model by leveraging new technologies and/or business models.

The significant value to entrepreneurs in the Venture Developer category therefore revolves around access to capital, access to dedicated early stage business building capabilities and access to MMI’s significant resource of intellectual property and experience across the domains of insurance, investments and healthcare.

Exponential Brand Guidelines

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HOW EXPONENTIAL CONTRIBUTES TO THE MMI DNA/ESSENCE OF FINANCIAL WELLNESS

Futureproofing MMI, while leveraging new technologies and business models in pursuit of universal Financial Wellness.

THE EXPONENTIAL BRAND EGG

The brand egg is the core of the brand, and the platform from which all brand communication originates. It therefore forms the verbal identity for Exponential, which encompasses its vision, mission, values and personality, which in its entirety shapes the messaging of the brand and gives it a unique, differentiated, and identifiable voice.


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Agililty Collaboration Futuristic

Learning Boldness Integrity

Disruptive innovationcapability

To create an exponential leap towards client and business financial wellness, through

disruptive innovations, in collaboration with the insuretech, healthtech,

fintech and welltech start-up community and other business

partners.

BRAND VISION

To create an exponential leap towards client and business financial wellness, through disruptive innovations, in collaboration with the Insuretech start-up community and other business partners.

BRAND DNA

Disruptive innovation capability

BRAND VALUESLearning Boldness Integrity Agililty Collaboration Futuristic

OUR PURPOSE

Scanning for, and potentially investing in, innovative young businesses that Exponential believes will enhance MMI’s relevance and competitive position over the medium to long term.


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OUR MISSION

Futureproofing MMI, while leveraging new technologies and business models in pursuit of universal Financial Wellness.

To rapidly generate exponential growth in revenue and profit for MMI through :

OUR PERSONALITY

We approach our interactions with the intent to learn/explore and collaborate with our partners. We have the courage to go after what is right and not just what is easy. We firmly believe in the work that we do and engage honestly with our stakeholders. We are a small team and our agility allows us to respond with the necessary speed to changes in the environment. We have the foresight to meaningfully influence the future of the industry, ultimately to help attain universal Financial Wellness.


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OUR STRUCTURE

Exponential is a wholly owned subsidiary of MMI Holdings.

We currently operate in the UK and SA.

OUR STAKEHOLDERS1. MMI and its four client-facing brands, Momentum, Metropolitan, Guardrisk and Multiply.2. Anthemis Group3. Tax Tim4. 4Di5. Tshimologong6. Insuretech, healthtech, fintech and so-called welltech.

BRAND APPEARANCEThe brand operates in the innovation arena, and needs to build and leverage strong brand assets that will set it apart from others in this space. It’s interested in tech innovations in the holistic wellness/insurance industry, and thus needs to feel “visionary & futuristic” but with a strong sense of “groundedness”, brought by its holding company MMI Holdings. It’s sharp, techno, futuristic, “steely”, multidimensional, fast, measured.

The way the brand shows up needs to appeal to entrepreneurs.

The activity of the brand will be mostly in the online and digital space.

The primary (yellow & grey) and secondary (red variant & steel blue variant) need to bring depth, richness, creativity and dimension to the overall “square / cold” feel of the brand. Another brand asset that needs to be developed and leveraged is the “X” in the logo; its application must also bring dimension and interest. The arrow in the negative space on the "X" symbolises forward thinking and innovation.

In creative layouts, the brand name "Exponential" is used. However, for PR pieces, the registered name of the business "Exponential Ventures" should be used.


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Our logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the

symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

B R A N D A P P EA R A N C E

The logo and iconThe deviceLogo construction and clear spaceSmaller primary logo applicationOur one colour logo application

02

1

2


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1) The logoConsists of a powerful element evoking the culture forward thinking business solution services and a grey square background.

2) The XThe "X" is one of the brand assets that can be used on its own to identify the brand, it can be stretched over the page as a device. The negatice space forms an arrow to show the future and progress.

BRAND ASSETS

THE LOGO & ICON

It is important to keep the identity clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

Area of Isolation

LOGO CONSTRUCTION AND CLEARSPACE

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3) The deviceConsists of a powerful element evoking the culture of forward thinking and this can be used at the bottom of the page and it can also hold text and the tagline "Innovation powered by MMI Holdings".All company colours can be applied to this device.

4) The device (second application)This can be used when there is no need for a lot of copy on a page, you can fill most of the page with this device and all company colours can be applied to this device.

THE DEVICE


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ONE COLOUR LOGO APPLICATION

1 2

ONE TONAL LOGO REVERSED

1) Flat logo on background colourcan be used on fabric or coarse material such as t-shirts, caps and flags.

Recommended formats are:.eps | .ai | .png | .jpg | .tiff

Please note that the full colour Identity on white is the primary application of the Exponential Brand. The full colour flat identity can be used when the production or printing process does not allow you to produce good enough quality to print the gradients in the full colour tonal identity.

Please note that the single colour identity on white is the primary application of the Exponential Brand (where a one colour identity is necessary). The single colour reversal is only to be used in select circumstances where the primary application cannot be used.

ONE TONAL LOGO

FULL COLOUR & REVERSAL OF IDENTITY - FLAT

ONE COLOUR AND REVERSAL OF IDENTITY

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1) One tonal logo2) One tonal logo reversed

Attention:The flat logo version on dark should be used sparingly as the primary logo on white needs to be used wherever possible, on all marketing material and collateral.

Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information.

Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Exponential.

T H E CO R P O R AT E T Y P O G R A P H Y

Corporate font introductionDigital and corporate font substitute

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THE FONT

Calibri is a humanist sans-serif typeface family designed by Lucas de Groot. Calibri is part of the ClearType Font Collection, a suite of fonts from various designers released with Windows Vista. All start

with the letter C to reflect that they were designed to work well with Microsoft’s ClearType text rendering system, a text rendering engine designed to make text clearer to read on LCD monitors.

CORPORATE FONT INTRODUCTION

PRIMARY FONTCALIBRI

DESIGNER : LUCAS DE GROOT

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C A L I B R IBold

Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z


TYPE EXAMPLESCALIBRI0 1 2 3 4 5 6 7 8 9 0

Special Characters

Figures

! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

CHARACTERISTICS

The font features subtly rounded stems and corners that are visible at larger sizes. Its italic includes calligraphic influences, which are common in modern typefaces. The typeface includes characters from Latin, Latin extended, Greek and Cyrillic scripts. Developed using sophisticated OpenType formatting, Calibri features a range of ligatures as well as lining and text figures, and extra features such as indices (numbers enclosed by circles) up to 20 and an alternate f and g accessible by enabling the fourth and fifth stylistic sets.


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CONTEXT TEXTAND INNER HEADLINES

HEADLINES AND TYPOBREAKS

Caption text

Copy text

Headlines copy text

Sublines sections

EXPONENTIAL

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Calibri Regular

6 pt Type / 9 pt Leading

EXPONENTIAL- Calibri Regular 8 pt Type / 11 pt Leading

EXPONENTIAL- Calibri Regular - Capital Letters 10pt Type / 10pt Leading

EXPONENTIAL- Calibri Bold - Capital Letters 16pt Type / 16pt Leading

EXPONENTIAL- Calibri Bold - Capital Letters 34pt Type / 30 pt Leading

Big headlines and title

TYPOGRAPHY AND TEXTHIERARCHY


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ARIAL

Arial, sometimes marketed or displayed in software as Arial MT, is a sans-serif typeface and set of computer fonts. The typeface was designed in 1982 by a 10-person team, led by Robin Nicholas and

Patricia Saunders, for Monotype Typography. This is the font that will be used for our digital presence.

DIGITAL AND CORPORATE FONT SUBSTITUTE

PRIMARY FONTARIAL

DESIGNER : ROBIN NICHOLAS & PATRICIA SAUNDERS

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A R I A LBold

Regular



TYPE EXAMPLESARIAL 0 1 2 3 4 5 6 7 8 9 0

Special Characters

Figures

! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

Colour plays an important role in the Exponential corporate identity program. The colours below are recommendations for various media. A palette of primary colours has been developed, which comprise the Exponential colour scheme. Consistent use of

these colours will contribute to the cohesive and harmonious look of the Exponential brand identity across all relevant media. Always refer to these colour palettes and colour codes when using the corporate colours to ensure consistency.

CO R P O R AT E CO LO U R SYST E MTHE PRIMARY COLOUR SYSTEM AND COLOUR CODES

Primary colour systemSecondary colour system

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PRIMARY COLOUR60% BLACK

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COLOUR CODESCMYK : C0 M0 Y0 K60Pantone : - RGB : R135 G135 B135 Web : #878787

PRIMARY COLOURAMBER-

COLOUR CODESCMYK : C6 M36 Y100 K0Pantone : 124CRGB : R237 G170 B0 Web : #EDAA00

PRIMARY COLOUR SYSTEM-

Usage:Use them as the dominant colour palette for all internal and external visual presentations of the company.

Explanation: Exponential has two official primary colours: grey and amber. These colours have become a recognisable identifier for the company.

COLOUR TONES COLOUR TONES100 % 100 %60 % 60 %80 % 80 %40 % 40 %20 % 20 %


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SECONDARY COLOURPASTEL RED-

SECONDARY COLOURTURQUOISE-

SECONDARY COLOUR SYSTEM-

Usage:Secondary colours should be used primarily to showcase any and all internal affairs. The secondary colour palette is the key identifier between

the different internal departments. The colour palette needs to be used as a distinguishing element and not an accent element per se.

Explanation: The secondary colours are complementary to our official colours, but are not recognisable identifiers for our company. Secondary colours should be used sparingly (less than 10 % of the palette in one piece).

RGB : R195 G58 B50 Web : #C33A32

CMYK : C17 M91 Y89 K6Pantone : 180C

RGB : R135 G170 B177 Web : #d89b2b

CMYK : C53 M23 Y29 K0Pantone : 5493C

Tones

Tones

C U STO M I S E DG R I D SYST E M SGrid systems (Portrait and landscape)

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In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organise graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organise graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape. A simple grid has been created to control the sizing, proportions and positioning of the Exponential identity and visual language.

The height of the format is divided into 10 (y), and the width of the format is divided into 4 (x). Please note the 10 (y) 4(x) grid is scalable and can be applied to any format. The cell specific sizes below are limited to the document size specified and will change according to the document size.

10y

29.7 mm

52.5 mm

21 mm

74.25 mm

10y

4x

52.5 mm

24.75 mm

10y

4x

10y

4x

Document size: A4 Portrait

Document size: A4 Landscape


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CUSTOMISED GRID SYSTEMS-

VARIOUS GRID SYSTEM EXAMPLES

CO R R EC T LO G O P L AC E M E N TCorrect logo placementCo-Branding display example

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The height of the format is divided into 10 (y), and the width of the format is divided into 4 (x). Please note the 10 (y) 4(x) grid is scalable and can be applied to any format.

LOGO PLACEMENT-

VARIOUS GRID SYSTEM EXAMPLES


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10y

29.7 mm

52.5 mm

21 mm

74.25 mm

10y

4x

52.5 mm

24.75 mm

10y

4x

10y

4x

Document size: A4 Portrait

Document size: A4 Landscape

Whenever there is co-branding needed in a document with any of our partners, the partner logo needs to be 80% of the Exponential logo. This will ensure visual hierachy is achieved and the Exponential brand is the focal point of the communication.

CO-BRANDING DISPLAY EXAMPLE


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10y

29.7 mm

52.5 mmDocument size: A4 Portrait

CO R P O R AT E I M AG E ST Y L E07


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CORPORATE IMAGE-Corporate images are responsible to transfer the values of Exponential Ventures to our employees or our potential customers. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. Exponential Ventures use various corporate images and should show the evolution of technolgy.

EXPONENTIAL CORPORATE IMAGE SYSTEM:

- Requirements: Futuristic Clean lookMinimalistic lookModern and casual corporateHigh technologyPartnering/connecting


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Always choose images that will depict a futuristic feel or evolution as this will bring out the values of the business. It is recommended to use images that have a shade of one of the company colours.

EXPONENTIAL CORPORATE IMAGE SYSTEM:

- Requirements: Futuristic Clean lookMinimalistic lookModern and casual corporateHigh technologyPartnering/connecting

Stationery is a primary means of communication and it is essential that every application be a consistent reflection of our corporate identity. There is only one approved design format for all corporate and business unit stationery, although there are slight variations in size and content for different regions of the world. This section illustrates approved layouts for standard SA business

stationery. It includes specifications for typography, colour, printing method, paper stock and word processing stationery. Brand management guidelines do not include invoices, bills of lading, credit letters, business forms, checks, email tags or other business processes.

STAT I O N E RY A N D M A R K E T I N G M AT E R I A LINTERNAL PAPERSTATIONERY

The company word documents and letterheadBusiness cardsEmail signaturePresentation cover and slidesCompany foldersBrochure

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Exponential venturesThe Rex Building, 62 Queen StreetEC4R 1EB,London

ContactTel:Email:Website : www.exponentialventures.io


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THE COMPANY WORD DOCUMENTS AND LETTERHEAD

Usage:The Word documents and letterhead will be used for all official communication used to relay messages to employees or clients.

Explanation: This shows the approved layouts with the primary elements of the Exponential stationery system for the front of the of the Word documents .

Dimensions 297 x 210mmA4

PARAMETER

Jaco OosthuizenChief Exponen�al Officer Exponen�al VenturesThe Rex Building, 62 Queen Street, London EC4R 1EB T +44(0) 1172 805 120 M +44(0) 7841 861 794E jaco.oosthuizen@exponen�alventures.iowww.exponen�alventures.io


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BUSINESS CARD-

Explanation: Business card with company font and devices at the bottom of the design.

Jaco OosthuizenChief Exponenti al Offi cer Exponenti al VenturesThe Rex Building,62 Queen Street, London EC4R 1EB T +44(0) 1172 805 120 M +44(0) 7841 861 794E jaco.oosthuizen@exponenti alventures.io www.exponenti alventures.io

Dan SmithManaging Partner: Global Investments Exponen� al Ventures The Rex Building,62 Queen Street, London EC4R 1EB M +44(0) 7710 442 170E dan.smith@exponen alventures.io www.exponen alventures.io

EMAIL SIGNATURE-

Explanation: Email signature with company font and device at the bottom of the design.


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-

Usage:Corporate presentations for internal and external use.

PRESENTATION COVER AND SLIDES

SLIDE HEADING


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FOLDERS -

Usage:The folders will be used for all official communication that is going out of the company.

Explanation: This shows the approved layouts with the primary elements of the Exponential stationery system for the folders.

BROCHURE Z-FOLD-

Explanation: This can be used as a leaflet at events to notify people of what the company does.


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POSTERS (FOR OFFICE USE)-

Usage:This layout will be used for all official communication that is going out to employees.

Explanation: This shows the approved layouts with the primary elements of the Exponential stationery system for the creation of posters.


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A digital presence is essential given that we in an era where almost everything is digital. Technology and most communication is internet based so it is important for Exponential to have a very strong digital presence through the mediums below.

D I G I TA L

WEB ELEMENTS AND SOCIAL MEDIA

The emailer and newsletterWeb bannersFacebook and Twitter

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THE COMPANY EMAILER & NEWSLETTER-

Usage:This layout will be used for all official communication that is going out to employees or clients.

Explanation: This shows the approved layouts with the primary elements of the Exponential stationery system for the creation of emailers and newsletters.


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-

Explanation: The container stretches to the very right edge of all portrait banners. The logo can either be placed above or below the image.

WEB BANNERS

Usage:Web banners are used on the web but can be used on the Intranet.


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-

Explanation: Generic Banners with no images and a portrait banner with a different layout.

WEB BANNERS

Usage:Web banners are used on the web but can be used on the Intranet.

1

2


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-

Usage:Having presence on social media platforms.

1) Facebook2) Twitter

FACEBOOK AND TWITTER

S U M M A RYA N D CO N TAC T10

Address

Exponential VenturesThe Rex Building, 62 Queen Street EC4R 1EB, London

268 West Avenue, Centurion, 0157, PO Box 7400, Centurion, 0046

Phone & Fax

Phone: Fax:

Online

Email: [email protected]

Website: www.exponentialventures.io www.mmiholdings.com


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A SHORT SUMMARYA brand is a collection of symbols, experiences and associations that shape how others perceive a product, service, or company. A logo alone, for example, is not a brand but simply a component of a brand. Similarly, websites, brochures, events, and even people can also be representatives of a brand.

A strong brand is usually synonymous with trust in the hearts and minds of an organisation’s public. This trust can be built over time through careful positioning of the brand at every touch point, or it can be tarnished in an instant when an organisation fails to deliver on the expectations of its audiences. This brand trust can be reinforced through stronger alignment of messaging and visual representation.

Every organisation has an identity. It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organisation within its competitive environment.

When well managed, a corporate identity can be a powerful means of integrating the many disciplines and activities essential to an organisation’s success. It can also provide the visual cohesion necessary to ensure that all corporate communications are coherent with each other and result in an image consistent with the organisation’s ethos and character.

WWW.EXPONENTIALVENTURES.IO

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