SiteLock

1. SiteLock Brand Guidelines

2. The brand is never the face of the company.Faces fib.The brand is the spine.

3. The Brand: Who is SiteLock? • SiteLock is a website security firm that provides software and services designed to keep online businesses safe. • We scan your site daily to find current problems and send you an instant alert when we identify them. • We provide expert technical services to fix and help prevent future risks to your online business. • We offer TrueShield, an enterprise-grade web application firewall (WAF) that adds a protective layer around your website, to block and prevent attacks before they happen. • We accelerate the speed of your website with our TrueSpeed technology and globally-distributed content delivery network (CDN). • We get your website PCI compliant in minutes. • Find. Fix. Prevent. Comply.

4. The Brand: Objectives • Ensure that our brand components are understood internally through our mission and vision and externally through our messaging, website and marketing communications • To ensure messaging is consistent with our business objectives and represents our personality and tone of voice • To ensure that our brand upholds industry leading technology and an exceptional customer experience • To increase the awareness and credibility of the SiteLock trust shield • To build brand credibility, influence the market and motivate customers to purchase from us and related market leaders to partner with us • To be perceived as a leader not a follower

5. The Brand: Mission To provide the website security products and solutions essential to small business website owners, our partners and all of their visitors.

6. The Brand: Vision • Demonstrate unparalleled understanding of, and service to, our customers and partners • Develop best-in-class technology products that are intuitive and constantly evolving • Provide high-value security services for small businesses and website owners • Gain universal recognition of the SiteLock badge as a sign of trust and security • Build strategic partnerships to efficiently reach and service small businesses • Deliver on the commitment to produce products and provide solutions that are affordable for small business

7. The Brand: Message Map Target Audience Had problem on website Sought out website security solution Hosted/partner site Pain point • My website is blacklisted and is down • My website has been hacked • My customers can’t get to my website • I don’t want to put my customers’ data at risk • I know I need website security because I conduct financial transaction on my business website • I was referred to SiteLock for website security • What website security program? • Doesn’t my hosting company take care of my website security? • How will I know if my site is affected? Primary message(s): customer focused • Lead with Expert Services • SiteLock has an expert team of website “surgeons” that diagnose the problem with your website, fix it and get you back in business quickly. • Once you’ve experienced the crippling effect of having your site down, it’s not a chance you want to take again. SiteLock can help prevent that from happening. • SiteLock reduces your business downtime and loss of revenue. We protect your reputation and let visitors know your website is safe. • Lead with software; ongoing education • Did you know that your website has an X% probability of being hacked if you meet these criteria: A/B/C? • The best medicine is prevention. Don’t wait for your website (your business) to be taken down. SiteLock works proactively to protect your online business, keeping it safe for visitors and reducing your risk for data or revenue loss. In fact, we help you maximize your online revenue and increase online sales conversions. • Lead with education; follow with software upgrades; availability of services • What do you know about your website’s security? You might take it for granted, much like your insurance policy – you don’t think about it until there is a problem. • SiteLock provides the same type of coverage – for your online business. We protect your assets, like customer data, revenue stream and business reputation. And you don’t even need your own IT staff. Supporting message(s): product focused • SiteLock delivers ongoing website security scanning of your site once you’re back online. It’s like having a daily X-ray of your site to point out any weaknesses and alert you to the risks. We’ll even fix them for you. • SiteLock provides a website security system that detects, corrects, and helps prevent future problems from affecting your business website. • SiteLock looks out for your online business. We are continuously scanning your website and looking for potential risks, threats, and areas where you may have been compromised. • Even though your website environment and infrastructure are secured by your hosting provider, your website and applications you run on it still need to be protected. And SiteLock can help.

8. The Brand: Tone of Voice • Confident: SiteLock messaging and copy should never be apologetic or submissive. In order to be perceived as a market leader, we need to sound like the experts that we are in all matters related to website security. • Personable: SiteLock should sound empathetic, yet knowledgeable, about how to protect our customers’ reputations and businesses online. Using phrases like, “We have seen significant increase in conversions…” as opposed to “It has been shown that…” • Friendly: SiteLock needs to communicate in a way that makes people want to do business with us. People work with and respect people. Everyone in the company is a brand ambassador and should maintain a positive and helpful approach when dealing with customers and partners alike. • Technically savvy: SiteLock has the technical expertise, the credibility and the experience to lead the website security market. We need to demonstrate that, however, through easy to use tools, interactive user experiences, and reports/results that make sense to business users.

9. The Brand: Logo The logo should maintain its aspect ratio and not be distorted in height or width. Ratio: 1.0” H :3.91” W • Acceptable uses of the logo include: • Black/Red/Grey against white background • Black/Red/Grey against transparent background • All white to be used only against black background • All black/Greyscale to be used when printing B/W Need a hi-res white on black version.

10. The Brand: Color palette • Primary colors: • Red: #C31F25 • Black: #000000 • Grey: #B2B2B2 R: 195 G: 31 B: 37 R: 0 G: 0 B: 0 R: 178 G: 178 B: 178

11. The Brand: Font • Primary font: Arial (used on website) • Sans-serif family • Arial Narrow may be substituted in certain situations • White papers • Case studies • Other documents for print • Standard email signature example (need to add confidentiality disclosure notice to email footer) • First LastTitleP: ###.###.#### | E: name@sitelock.comwww.sitelock.com