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NIOVisual and Verbal IdentityVersion 1.0 September 2016Strictly ConfidentialPlease note that the imagery in this document is unlicensed and is not owned by NIO.

We created these brand guidelines to show everyone what we stand for, and to provide you with all the inspiration and guidance you’ll need to design great things for our brand. NIO belongs to all of us.So where will you take it?2 NIO Visual Identity V1.0 Introduction

Introducingthe brand1ExperiencePrinciples2BrandAssetsDesigning for NIO43Identityin actionContact56Contents3 NIO Visual Identity V1.0 Introduction

1.0Introducing the brand1.0 Introducing the Brand4 NIO Visual Identity V1.01.0 Introducing the Brand4 NIO Visual Identity V1.0

Hello. We are NIO.1.0 Introducing the Brand5 NIO Visual Identity V1.01.0 Introducing the Brand5 NIO Visual Identity V1.0

A next generationcar company.1.0 Introducing the Brand6 NIO Visual Identity V1.01.0 Introducing the Brand6 NIO Visual Identity V1.0

This is our symbol.1.0 Introducing the BrandNIO Visual Identity V1.0 7

Our symbol represents ‘Blue Sky Coming’.Which is our Chinese name �� (Weilai).1.0 Introducing the Brand8 NIO Visual Identity V1.01.0 Introducing the Brand8 NIO Visual Identity V1.0

There are powerful complementary forces at the core of our brand.They interact to form a dynamic system in which the whole is greater than the parts.1.0 Introducing the Brand9 NIO Visual Identity V1.0

We forecast collective behaviours, then design for individuals.1.0 Introducing the Brand10 NIO Visual Identity V1.01.0 Introducing the Brand10 NIO Visual Identity V1.0

Superior performance leads to unforgettable experiences.1.0 Introducing the Brand11 NIO Visual Identity V1.01.0 Introducing the Brand11 NIO Visual Identity V1.0

Physical products have digital DNA.1.0 Introducing the Brand12 NIO Visual Identity V1.01.0 Introducing the Brand12 NIO Visual Identity V1.0

Decades of experience drives innovation.1.0 Introducing the Brand13 NIO Visual Identity V1.01.0 Introducing the Brand13 NIO Visual Identity V1.0

Experiences are designed to easeas much as to excite.1.0 Introducing the Brand14 NIO Visual Identity V1.0

We have vision, and we take action.1.0 Introducing the Brand15 NIO Visual Identity V1.01.0 Introducing the Brand15 NIO Visual Identity V1.0

To make our lifebetter and shapea joyful lifestyle.1.0 Introducing the Brand16 NIO Visual Identity V1.01.0 Introducing the Brand16 NIO Visual Identity V1.0

2.0Experience Principles2.0 Experience Principles17 NIO Visual Identity V1.02.0 Experience Principles17 NIO Visual Identity V1.0

Our Experience Principles describe what emotions we want our customers to feel.And how we believe we can shape their experiences to be joyful.2.0 Experience Principles18 NIO Visual Identity V1.0

Experience Principles.Know meSense of freedomJoy through all sensesUltimate easeDeep reassuranceNIO Visual Identity V1.0 192.0 Experience Principles

Know me.Our customers fe...