Kingfisher Brand Communication Guidelines. Version 1 : December 2015

Transcription

1 Kingfisher Brand Communication Guidelines Version 1 : December 2015

2 Contents 02 Introduction 03 Our ambition 04 Brand fundamentals 05 Our logo 06 - Clearance zone 07 - Use with OpCo s 08 - Icons 09 Our colours - Primary 10 - Secondary 11 Our typography - Corporate (Proxima Nova) 12 - Lifestyle (Pleuf Pro) 13 Graphic system 14 Devices 15 Logo 16 Text 17 Frame 18 Examples 19 Powerpoint 20 Info graphics Eco system 23 Imagery 24 Human-centred 25 Product-centred 26 Language 27 Tone of voice 28 How we talk and write 29 The ingredients 30 Glossary Digital Asset Library (DAL) 33 Contacts 34

3 Introduction 03 Introduction In line with our new strategy, we need to update the way we communicate on our Kingfisher brand. These communication guidelines are a transitional step in our brand journey and reflect the over-arching principles of the way we want to operate: simple graphic rules to ensure consistency across the company and a low cost implementation. The Kingfisher communication guidelines set out the principles for the correct implementation of the brand s identity in all forms of communication. They lay out all visual and verbal elements of our brand and show how to bring our Home Improvement expertise to life. They are here to assist both internal and external agencies in the creation of coordinated and consistent communication material. Everyone who communicates on behalf of the brand or interacts with our customers has an impact on how we are perceived. This guide is therefore for anyone who plays a part in this process. The rules lay out in these guidelines must be adhered to at all times, in our internal and external communications. All the elements contained within these guidelines, such as logos and graphic elements, can be lifted from the live file when opened in Illustrator. Under no circumstances should they be recreated manually. However, no images should be lifted from the file due to purchasing rights. Our brand is Kingfisher and therefore, no alternative or department or project specific logos can be created: we must remain simple, practical and consistent. If you have any questions regarding this, contact the Kingfisher Brand Team.

4 Our ambition 04 OUR AMBITION We create good homes by making home improvement accessible for everyone. We believe everybody should be able to have the home they feel good about. That is why all of us put our passion and expertise into inspiring and supporting millions of people - and those that help them - to be successful whatever their home improvement project is: to build, to re-build, to maintain and to personalize the home that is good to live in.

5 BRAND FUNDAMENTALS - Our logo - Our colours - Our typography

6 Brand fundamentals / Our logo 06 Our logo The logo is made up of typography and the Kingfisher symbol. The symbol represents the Kingfisher bird and also acts as the letters fi. Within the symbol, the black circle represents both the dot of the second i in the word Kingfisher and the eye of the bird. Minimum Size: 16mm The logo may be scaled up or down but never recreated. The colours and proportions should never be changed. Minimum size: Print: 16mm length Digital: 45 pixels Note: when written in text, Kingfisher should always start with a capital letter. Kingfisher Grey 80% Black

7 Brand fundamentals / Our logo / Clearance zone 07 Clearance zone The logotype needs room to breathe; a clearance zone must be respected around it. The size of the clearance zone must equal the height of the letter K in the logotype. These dimensions must be respected on all sides of the logo as shown above.

8 Brand fundamentals / Our logo / Use with OpCo s 08 Clearance zone 50% of clearance zone Use with OpCo s There will be occasions when the OpCo logos are used alongside our logo. When this occurs they should be placed to the right of our logo in the order and size shown above.

9 Brand fundamentals / Our logo / Icons 09 Cropped symbol version Full symbol version Full colour Kingfisher Grey Kingfisher Grey Icons The icons shown have been created using the Kingfisher symbol from our logo, shown in full or cropped. They have a variety of applications including digital, print or Powerpoint presentations.

10 Brand fundamentals / Our colours / Primary 10 Kingfisher Red Pantone: 1665 C CMYK: 4, 83, 100, 0 RGB: 225, 69, 4 Hex: e14504 Kingfisher Orange Pantone: 716 C CMYK: 0, 62, 100, 0 RGB: , 0 Hex: ed7800 Kingfisher Yellow Pantone: 116 C CMYK: 0, 20, 96, 0 RGB: 255, 206, 0 Hex: ffce00 Kingfisher Pale Yellow Pantone: 1205 C CMYK: 3, 11, 54, 0 RGB: 249, 224, 142 Hex: f9e08e Kingfisher Blue Pantone: 3115 C CMYK: 74, 0, 19, 0 RGB: 0, 191, 215 Hex: 00bfd7 Kingfisher Dark Blue Pantone: 7683 C CMYK: 80, 55, 8, 0 RGB: 66, 108, 169 Hex: 426ca9 Our colours - Primary These seven colours are our primary colours which are used across all Kingfisher collateral. Please refer to the colour references shown here and make sure they are always adhered to. Kingfisher Grey Pantone: Black C 80% CMYK: 0, 0, 0, 80 RGB: 88, 88, 87 Hex:

11 Brand fundamentals / Our colours / Secondary 11 Kingfisher Brown Pantone: 465 C CMYK: 23, 38, 67, 11 RGB: 189, 150, 92 Hex: bd965c Kingfisher Green Pantone: 375 C CMYK: 50, 0, 100, 0 RGB: 148, 214, 0 Hex: 94d600 Kingfisher Aqua Pantone: 7465 C CMYK: 68, 0, 41, 0 RGB: 60, 191, 174 Hex: 3cbfae Kingfisher Pink Pantone: 245 C CMYK: 22, 58, 0, 0 RGB: 226, 128, 210 Hex: e280d2 Kingfisher Purple Pantone: 667 C CMYK: 58, 60, 22, 5 RGB: 124, 105, 145 Hex: 7c6991 Our colours - Secondary Should you need alternative colours, please use this secondary palette.

12 Brand fundamentals / Our typography / Corporate 12 Title Lorem ipsum dolor sit amet, consectetuer euismod tincidunt ut laoreet dolore ante magna aliquam erat volutpat. Lorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril. Our typography - Corporate Proxima Nova is our corporate font and should be used for more serious communications and where legibility is important. There are three weights available and these can be used across all our communications. Using a variety of weights will add depth and interest to our communications and help to pace our copy. Proxima Nova Light is our standard weight, with Regular and Bold variations available to give structure and hierarchy. Proxima Nova Light should always be used for body copy. Regular should be used for captions, small copy reversed out of images and to highlight information in body copy. Bold should be used for titles, headlines and sub-headings. See the following page for our Lifestyle font. Proxima Nova Bold Proxima Nova Light Proxima Nova Bold Proxima Nova Regular Proxima Nova Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Proxima Nova Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Proxima Nova Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} If it s not possible to use these fonts (for example in s, Word documents etc.) Arial may be used as a substitute. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)}

13 Brand fundamentals / Our typography / Lifestyle 13 Pleuf Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Pleuf Pro Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Pleuf Pro Regular Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Our typography - Lifestyle Pleuf Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !?#% $@*{(/ı\)} Pleuf Pro can be used alongside Proxima Nova to inject a bit life into your communications. It is a fun and engaging font which will project a more conversational tone of voice. It will mainly be used within the graphic device system as shown on page 18. There are four weights available and these can be used across all our communications.

14 GRAPHIC SYSTEM - Appearance - Construction - Infographics

15 Graphic system / Devices 15 Primary device Graphic system - Devices The circular graphic system has been designed to add more energy to Kingfisher communications. The painterly look and feel helps to breathe life into a corporate document. It is used as a carrier for elements we want to focus on. There are a variety shapes available which can be filled with any of the colours from the Kingfisher colour palette on pages 10 and 11. Base layer Inner texture layer The primary device is the preferred option and should be used for title and dividing pages. But for documents with multiple pages the other device options can be used to add variety. A library of devices in different shapes and sizes has been supplied with this document. The above example uses Kingfisher Blue. The inner texture layer is multiplied onto the base layer to create the darker colour. The above example uses Kingfisher Orange. The inner texture layer is multiplied onto the base layer to create the darker colour. The above example uses Kingfisher Yellow. The inner texture layer is multiplied onto the base layer to create the darker colour.

16 Graphic system / Logo 16 Full colour logo Mono logo White background Clearance zone Any colour from the Kingfisher colour palette Full colour logo on white graphic device. Vel illum dolore eu feugiat nulla 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. Graphic system - Logo The graphic device can be used to carry the Kingfisher logo. When positioning the logo within the device ensure it is surrounded by the clearance zone. When using the full colour logo the device must be filled with white. If a primary colour is used to fill the device then the Kingfisher logo must be white. Mono logo reversed out of the graphic device. Body copy is in Proxima Nova to ensure the text is legible on the image.

17 Graphic system / Text 17 1/8 1/8 1/8 1/8 1/8 1/8 1/8 1/8 Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in hendrerit in vulputate. Vel illum dolore feugiat nulla facilisis vero. Text centred vertically Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in henderit in vulpute. Vel illum dolore eu feugiat nulla facilisis at vero. In this example two graphic devices have been used to add an extra colour and balance to the page. Graphic system - Text The circular graphic system can also be used to carry text. See above for guidance on how to position the text within the graphic device to ensure consistency. The graphic system should be used to make communications more fun and playful. The position and size of the graphic device is unrestricted and can be positioned anywhere on a page. But it is important that it works well with the image or other content it appears with. Where possible use our lifestyle font Pleuf Pro as this will add extra energy. Where the content is more serious and informative use Proxima Nova. Lorem ipsum ut laoreet dolor amet 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. In this example the graphic device has been bled off the page but kept within the frame.

18 Graphic system / Frame 18 1/30 1/30 The above example shows the frame containing an image. Graphic system - Frame When showing imagery or a flood of colour the frame above should be used. It has been designed to work with the graphic devices so therefore has the same painterly effect. When placed on a page it should have an equal white border all round. The size of the border is determined by dividing the long side by 30. The frame can be found in the device library supplied with this document. Alternatively the frame can be filled with colour.

19 Graphic system / Examples Ut wisi enim ad minim veniam quis nostrud exerci tation Lorem: ipsum dolor sit amet 19 Lorem ipsum 1: Lorem ipsum dolor sit amet Ut wisi enim ad minim veniam Lorem ipsum dolor sit amet; consectetuer adipiscing, 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 iriure dolor in enim ad minim venia. Duis autem vel eum iriure; dolor in hendrerit in vulputate velit esse molestie consequat, 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. Ut wisi enim ad minim veniam; quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Title page - A full bleed image has been used here to make it stand out. Copy is in Proxima Nova to ensure the text is legible on the image. Section page Text page - Body copy is in Proxima Nova. To add more pace the graphic device carries text in Pleuf Pro. Ut wisi enim ad minim veniam Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, 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. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volut. Ut wisi enim adminim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip. Tem vero volum num eum dic te optatin. Saped quaest milisci eniendit in rectis et officipitius eum dolupti sinvelique eum fugia voluptatur aliquae rrundis mo beratur, culliquo optas autatum a sus suntustrum, consequatio. Duis autem vel eum iriure dolor in hendrerit in vulputate. Vel illum dolore eu feugiat. Aquam quia volorep eligenimaion re conserior sus eum qui con ressimperio magnist, optatio culpa. This example shows how the graphic device can also carry a cut-out image. An example of a full bleed image without frame, showing the use of a different shaped graphic device.

20 Graphic system / Powerpoint 20 PRESENTATION NAME IN 1, 2 OR 3 LINES Supporting copy if required SECTION START IN 1, 2 OR 3 LINES Heading in 1 or 2 lines sentence case 30pt on 36pt leading Body copy 1: 16pt Proxima nova light lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sub heading - sentence case 20pt Body copy 2: 12pt Proxima nova light duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate Et iusto odio dignissim qui blandit praesent luptatum Duis autem vel eum iriure dolor in hendrerit in vulputate Et iusto odio dignissim qui blandit praesent luptatum Title page - The graphic system frame has been used to contain the image. Copy is in Proxima Nova to ensure the text is legible on the image. Section page Text page - Title is in Pleuf Pro and the body copy is in Proxima Nova. Heading in 1 or 2 lines sentence case 30pt on 36pt leading Body copy 1: 16pt Proxima nova light lorem ipsum dolor sit. Heading in 1 or 2 lines sentence case 30pt on 36pt leading (800)M Heading in sentence case 30pt on 36pt leading Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Sub heading - sentence case 20pt Body copy 2: 12pt Proxima nova light duis autem vel eum iriure dolor in hendrerit. Duis autem vel eum iriure dolor in hendrerit in vulputate Et iusto odio dignissim qui blandit praesent luptatum Lorem ipsum dolor (480)M (260)m (230)m Lorem ipsum Lorem ipsum Lorem ipsum dolor Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod. Duis autem vel eum iriure dolor in hendrerit in vulputate Et iusto odio dignissim qui blandit praesent luptatum (210)M (110)M (310)m Lorem ipsum Lorem ipum Lorem ipum Lorem ipum Lorem ipum Lorem ipsum dolor Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum 350M 50M 100M 500M Text and image page - Title is in Pleuf Pro and the body copy is in Proxima Nova. Chart page - Graph has been created using the Powerpoint presets. Graphic page - The example shows how the graphic system can be used. Graphic system - Powerpoint Shown here are examples of how to create various Powerpoint pages using the graphic system. Powerpoint documents should be set up using a 16:9 format and the brand font Proxima Nova should be used. Please refrain from using Powerpoint slides as an autocue: one idea per slide, keep it short and punchy. Our audience should listen to what we say, not read long paragraphs of text.

21 Graphic system / Info graphics 21 24% Lorem ipsum dolor sit amet, consectetuer adip elit % Lorem ipsum dolor sit amet, consectetuer adip elit. 8 6 Lorem ipsum dolor sit amet, consectetuer adip elit. 10% 8% Lorem ipsum dolor sit amet, consectetuer adip elit. 4 Lorem ipsum dolor sit amet, consectetuer adip elit. 22% 30% Lorem ipsum dolor sit amet, consectetuer adip elit. 2 0 Text Text Text Text Text Graphic system - Info graphics Graphs and pie charts should be visualised in an engaging, legible and playful visual style. This style allows space for carrying supporting information if required and utilises the colour palette for increased brand awareness and engagement. The above and other examples can be found in the library supplied with this document.

22 Graphic system / Info graphics % 12% 7.5% % 62% Text Text Text Text Text Graphic system - Info graphics Graphs and pie charts should be visualised in an engaging, legible and playful visual style. This style allows space for carrying supporting information if required and utilises the colour palette for increased brand awareness and engagement. The above and other examples can be found in the library supplied with this document.

23 Graphic system / Eco system 23 The Tools The Tools The Tools Helpers Helpers Helpers Homes Homes Home Improvers Home Improvers Homes Digital Friends Extended family Media Digital Friends Extended family Media Home Improvers Pros Pros Digital Friends Extended family Media Stores Stores The Tools The Tools Helpers Helpers Pros Homes Homes Home Improvers Home Improvers Stores Digital Friends Extended family Media Digital Friends Extended family Media Pros Pros Stores Stores Graphic system - Eco system We will often refer to our Home Improvement Ecosystem. This is the way we illustrate it.

24 IMAGERY There are two types of imagery: - Human-centered - Product-centered

25 Imagery / Human-centred Human-centred to talk about our company Focused on our customers and their home improvement challenges: Before: from needing ideas and inspiration, to making plans. At home, displaying what they want to improve, renovate, repair. Or in a preparation task: researching online for inspiration, tips, or browsing magazines, devising plans etc. During: choosing solutions and buying, building and installing, maintaining and improving. At home: in the middle of their home improvement project, however big or small. With a helper, with products etc Photos with customers are preferable to those without any human presence In store, displaying interaction with our store colleagues. Photos of our stores should never be devoid of customers, should always show staff interacting with customers. After: at home, showing the result of their hard work and their pride! All photos to be used must replicate our customers reality. No Getty photo, no artificial Photoshop. A database of approved photos are available on our Digital Asset Library (DAL). Should you need access, please contact the brand team (details at the back of this guide). 25

26 Imagery / Product-centred 26 In location Cut-out Product-centred to talk about our products expertise All products to be used must be own brand products. Location or in-store photography shows one or more products being used in the moment or resting in a relevant environment: with dust, soil, rubble etc. Cut-out photography only shows a specific product, cut-out on a white background.

27 LANGUAGE - Tone of voice - How we talk and write - The ingredients

28 Language / Tone of voice 28 Language - Tone of voice We are for everybody who wants to improve the home; home owners and renters, people in apartments and people in houses. People with resources and know-how, and people without. Millions of people with different needs and projects, all wanting to create a good home. We base everything we do on the reality of peoples lives and our knowledge of real home improvement needs and on our home improvement know-how. We observe first and then create new insight on which we design solutions that work. A Good Home is a home that is functional and evolves with family needs, is green outside/in, is sustainable, resource and energy smart, clean and healthy for comfort, durable in quality and style, coordinated to look good, and that provides good home economics.

29 Language / How we talk and write 29 Language - How we talk and write We are accessible We are for the many, not for the few. It means listening to customers, thinking like customers and anticipating what they need. We speak like they do: we are jargonfree and easy to understand. We understand our customers and the reality of home improvement We create everything with our customers in mind. For all at Kingfisher, customer experience is key. We acknowledge that not everything can be easy and simple but we always convey our desire to help, support and inspire all: customers and colleagues. Like our customers, we ll have a go! We are honest, humble, passionate about home improvement, customer focused and approachable. We are evolving At Kingfisher, we don t stand still. We are reshaping our company to become the leaders of Home improvement. We are constantly on the lookout for improvements that will help our customers. We not only take into account all the difficulties they encounter today, but also all those they might have tomorrow. Our tone of voice reflects our increasing knowledge and expertise in Home Improvement: we are field experts and support with facts everything we say.

30 Language / The ingredients 30 Language - The ingredients Our context Our vocabulary Our nature We are an international brand of everyday life, building the future. We live in the positive present, and share our customers have a go attitude. We are a Company, not a financial Group. We operate on low costs but we always put quality first. We are building one culture, focusing on what we have in common, not what makes us different. We talk to everyone and this is why we use simple words and short sentences. We banish jargon and the technical language of experts. But we do not over simplify either! We are direct, our sentences are short and easy to understand. We are WE, not I and THEY. We are humble. We are diverse. We are passionate and knowledgeable about home improvement. We are open minded. We are encouraging and supportive. We want to inspire, provoke desire and trigger action. We display our collaborative spirit.

31 Language / Glossary 31 Ambition Becoming Best sellers Broken English Brutal honesty Centralised Checking in Clarify Clean the floor Consolidate Company Competence HI Consumables Customer Customer needs Cut the tail What is it? We want to become the leading home improvement company We put our passion and expertise into inspiring and supporting millions of people - and those that help them - to be successful whatever their home improvement project is; to build, to re-build, to maintain and to personalize the home that is good to live in On the way. Products with the largest number of sales. Deliver the same best sellers everywhere to enhance our growth. Business language for tolerance, inclusiveness and diversity. Saying the way it is. Going forward, our aim is to maximise our scale and organise ourselves so that we unlock our potential. To do so we need to organise ourselves very differently. Today we are very OpCo driven. We will move from silos towards a more unified organisation with centralised centres of excellent competence, and in doing so we will reduce costs. Before we start a meeting, leave distractions behind, share the state of mind you are in so people know and all can focus on the task. Clarify the new/explain/ make people understand. We want to prepare for the future by cleaning the old that is in the way, also by removing inactive SKUs. Do more of the good we have. We are ONE company, rather than a collection of OpCos. We are more than a retailer. In the future we will do more than just selling products that we buy. People with knowledge/ expertise. Products used once, products with limited duration, renewed over and over (like charcoal or bbq gas or pool cleaning chemicals, etc ) Millions of people who want to improve a home. The pro and non pro customers. We will observe and anticipate customer reality and their needs, not what they say or think they want. We want to prepare for the future by cleaning the old that is in the way, both from a product and store point of view. We will close loss making stores and cut the product tail. We have plans to clean delisted SKUs with stock, as well as low performing and unnecessary products in active range (i.e. not meeting customers needs). What is it NOT? Purpose Aggressive Cascade Clean the room Group - retailer Retailer we are more than that Manager/ Generalist Consumer What we think we know about customers Decision gate Design Digital customer experience Direction Diversity Do more of the good we have Eco system Effective Efficient Europe + Fact based Focus Good home good life Helper Home Improvement Insight What is it? Decision times needed between framework concept product development commercial development. A new solution. We will be with the customers at all stages of his experience digitally. The way forward. Diversity in experience, nationality, gender, seniority,.. Rich with perspectives. Do more of the best practices we have within Kingfisher, be it in terms of process, product, store operating model. We have observed and surveyed thousands customers across our geographies and this has built our strong conviction that our market is a vast ecosystem rather than an addition of traditional segments. Do the right things, eg the degree to which you meet and/or exceed customer needs and requirements. Do the things right, in an optimal way, eg the amount of resources consumed in achieving effectiveness. Europe and its bordering countries, like Russia and Turkey. We build knowledge to take fact based decisions. Undivided attention. We will do less but do it well, with an unwavering commitment to quality. We believe everybody should have a home they feel good about. Not in relative terms but in absolute terms. Home Improvers do what it takes to succeed, and get organised. That s where the Helpers come into the game, whether they are true professionals or not. A helper is anyone a Home Improver is going to call upon for help with their projects: people they know, friends, family or neighbours first to save money of course, but very often because they need to trust the person implicitly. Expertise is not enough, there s a need to make sure a Helper is somehow emotionally engaged with the project as well! Anything that helps you to improve your home, from complete projects to products that help you to finalise the projects, all within the scope we have decided for our company. We are not a home furnisher. We do sell decorative items as they are part of a home improvement project, but we don t want to sell beds or coffee machines. The understanding of a specific cause or effect in a specific context. What is it NOT? Decision tree Define Ambition Gender diversity only Low cost Europe + is focus for now, but one might not exclude that later on we will look into other continents Opinions DIY/ DIFM Information

32 Language / Glossary 32 International Knowledge Know how Language Leading Local Low cost Millions of people Non pro customer Omni channel everywhere ONE Kingfisher Parking lot Passion Process Pace Pro customer Purpose Quality Same Simple Skills What is it? We want to be a truly international company. We build knowledge to take fact based decisions. Knowledge from practice, based on experience. Same consistent vocabulary, with same meaning behind the same words. Ahead of the game. By leading we will become number 1, but the ambition is to be leading in terms of customer experience. When customer needs are different we will have a local offer. No waste. We will be obsessed with costs. Low cost culture low cost everyday and everywhere: at all levels in the organisation, within the store/opco/head office, from end to end in the supply chain. This will enable us to have a better quality offer at a lower price to our customers. We are helping millions of people to have a good home to live in. People who want to improve their homes themselves. People who have some proficiency but they need help or want to learn. We want to be omni channel everywhere, at every stage of the customer experience. We want to become one company rather than a collection of business to take advantage of our scale, competence, creativity, shared resources, geographic presence. We want to have ONE Kingfisher culture based on diversity, openness, passion, expertise and sharing, with humble and curious men and women, who have an unwavering commitment to quality and effective and pro-active ways of working. Issues on hold for later consideration. We are passionate about HI and about customer needs Organised workflow of activities and decisions leading to the wished innovation or decisions. It is a 10 year journey but we are starting now, at a fast pace. People who are doing it for others: tradesmen, high proficiency who help family/friends, grey economy. The reason for which Kingfisher exists: Better/good homes, better/ good lives. Unwavering commitment to quality in everything we do. Higher quality offer at lower price. As soon as the customer need is the same, we will offer the same product everywhere. Intuitive if you need a training or a manual to explain, it s not simple. Competence. What is it NOT? Anglo French Workstream Gut feel Copy cat/ me too Number 1 Mass market Objective Kommon Easy Solution Standardised processes Supply chain Sustainable Unified offer Unique offer We What is it? To answer customer projects, we offer solutions to customers: product, service, knowledge. Simplified and unified systems and processes to make us more efficient, agile, and benefit from our scale. From end to end, from the raw materials to the customer homes. Being planet positive is part of our daily business/ part of everything we do. We also want sustainable growth, not short term growth. Unify the best we have in common and SKUs with high sales potential as well as buy together products which are unique Unique and differentiated offer where we can differentiate ourselves with a leading offer We are ONE Kingfisher What is it NOT? Only logistics Short term / one off I / they us/ them

33 Digital Asset Library (DAL) 33 Own Brand Imagery (DAL > Own Brand Assets > Imagery) Kingfisher Brand Imagery (DAL > Kingfisher Brand > Kingfisher Photography) All images were taken at our customers' home. There are no restrictions to using any of them for internal communication purposes. When these images are being used externally, can you please contact the Brand Team so we can get the appropriate authorisation from our customers? Allow enough time to do so as it might take a few days to obtain authorisation. Digital Asset Library (DAL) The above screenshots show the DAL section of Kingfisher Brandflow and indicate where to find the Own Brand and Kingfisher Brand imagery. To avoid using the same photos externally, can you also kindly indicate on DAL when and where each photo was used using the edit function. To do this click on the image thumbnail to bring up the 'Asset Detail' window and click on edit (as shown to the right).

34 Contacts 34 For all brand enquiries please contact: Nathalie Horley Brand Development Manager Tel: +44 (0) For access to our Digital Asset Library please contact: Michele Portsmore Brand Application Manager Tel: +44 (0)