The Campaign. Experience the latest industry advances in contact lenses, solutions, therapeutics and leading edge medicaland diagnostic equipment.

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1

2 Messaging

3 The Campaign Vision Expo East is the complete event for ophthalmic professionals, where eyecare meets eyewear and education, fashion and innovation mingle. Shop more than 5,000 fashion and luxury brands for an unforgettable buying experience. Enhance your skillset with more than 320 hours of education and 23 specialty tracks to deliver improved patient care and grow your business. Experience the latest industry advances in contact lenses, solutions, therapeutics and leading edge medicaland diagnostic equipment. Engage in essential learning and networking that extends past the classroom onto the show floor and beyond.

4 Mandatories Logo Typography Color Story

5 Mandatories Logo Vision Yellow It is important that the Vision Expo logo be applied consistently and accurately every time it is used. Please do not alter the logo in any way. It is preferred the color logo be used whenever possible and should be placed on a white or very light background. The following are some likely incorrect uses of the logo. PMS 7409 C5 M30 Y100 K0 R241 G181 B28 #F6B221 DON T scan the logo or allow it to be reproduced in poor quality DON T distort, compress, or disproportionately resize the logo DON T change the colors from the approved palette DON T reset the type or recreate any portion of the logo DON T place the logo in a shape that can be misinterpreted as part of the logo DON T display the logo on a background or photograph that provides poor contrast or legibility

6 Mandatories Typography PROXIMA NOVA Proxima Nova Extrabold Proxima Nova Bold Proxima Nova Semibold Proxima Nova Regular OSWALD Oswald Bold Oswald Medium Oswald Regular Oswald Light Proxima Nova Light

7 Mandatories Color & Pavilions medical primary palette isea Optasia Blue Myopic Mist Cyan Science PMS 320 PMS PROCESS BLUE PMS PANTONE GREEN C PMS 298 C100 M11 Y37 C100 M37 Y7 C100 Y65 C65 M710 G156 B167 G131 B191 G168 B135 R67 G180 B227 #009CA7 #0083BF #00A88 #43B4E3 PMS 322 PMS 662 PMS 5473 PMS PMS BLUE 072C C100 M35 Y50 K13 C77 M94 Y24 K21 M62 Y86 C100 M98 Y2 K2 G115 B120 R36 G45 B105 R10 G93 B103 R43 G50 B140 # #242D69 #0A5D667 #060E9F medical pavilions

8 Mandatories Color & Pavilions fashion primary palette La Vie En Rose Apple Of My Eye Amber Acuity Insomnia PMS 2592 PMS 192 PMS PANTONE ORANGE PMS 806 C50 M88 M100 Y70 M100 Y70 M100 R144 G65 B153 R237 G24 B70 R237 G24 B70 R236 G0 B139 #90419 #ED1846 #ED1846 #EC008B PMS 267 PMS 201 PMS 1575 PMS 233 C76 M97 C23 M100 Y78 K14 M62 Y86 C19 M100 Y15 R98 G38 B158 R172 G29 B55 R244 G126 B57 R201 G24 B125 #62269E9 #AC1D37 #F47E39 #C9187D fashion pavilions PMS 5285 C48 M46 Y22 K1 R143 G136 B163 #8F88A3

9 Mandatories Gradient Color Breakdowns fashion gradient palette medical gradient palette PMS 267 PMS 233 PMS 662 PMS 320 C76 M97 C19 M100 Y15 C77 M94 Y24 K21 C100 M11 Y37 R98 G38 B158 R201 G24 B125 R36 G45 B105 G156 B167 #62269E9 #C9187D #242D69 #009CA7 general gradient palette OptiCon gradient palette PMS 233 C19 M100 Y15 R201 G24 B125 #C9187D PMS 662 C77 M94 Y24 K21 R36 G45 B105 #242D69 M81 Y98 R238 G87 B37 #EE5625 M85 Y1 R238 G77 B153 #ED4D99

10 Designs Ad Templates

11 Designs Ads East NYC fashion ad medical ad general ad OptiCon ad EVERYTHING VISION. BECAUSE VISION IS EVERYTHING. EDUCATION MARCH EXHIBIT HALL MARCH JAVITS CENTER NEW YORK CITY REGISTER TODAY! Bring your vision to New York the city where things change in the blink of an eye for the event of the year, where eyecare meets eyewear, and education, fashion and innovation mingle. YOUR VISION. YOUR WORLD VISION EXPO. EDUCATION MARCH EXHIBIT HALL MARCH JAVITS CENTER NEW YORK CITY EVERYTHING VISION. BECAUSE VISION IS EVERYTHING. REGISTER TODAY! Bring your vision to New York the city where things change in the blink of an eye for the event of the year, where eyecare meets eyewear, and education, fashion and innovation mingle. YOUR VISION. YOUR WORLD VISION EXPO. EDUCATION MARCH EXHIBIT HALL MARCH JAVITS CENTER NEW YORK CITY YOUR VISION. YOUR WORLD. VISION EXPO. REGISTER TODAY SEE FOR YOURSELF Bring your vision to New York the city where things change in the blink of an eye for the event of the year, where eyecare meets eyewear, and education, fashion and innovation EXCLUSIVE $249 PACKAGE Up to 15 hours of ABO & NCLE approved continuing education including an exclusive General Session Tailored special events, including a general session, welcome party and peer networking Access to discounted rates at a dedicated OptiCon hotel Take ABO & NCLE exam review courses and sit for the exams Two Lunch Vouchers Exhibit Hall access VISION EXPO BRINGS THE INDUSTRY S PREMIER OPTICIAN AND CONTACT LENS TECHNICIAN EDUCATION PROGRAM TO THE LARGEST GATHERING OF EYEWEAR AND EYECARE PROFESSIONALS IN THE AMERICAS. ENDORSED BY: BROUGHT TO YOU BY PROUD SUPPORTER OF PRODUCED BY VISIONEXPO.COM/NYC #VISIONEXPO BROUGHT TO YOU BY PROUD SUPPORTER OF PRODUCED BY VISIONEXPO.COM/NYC #VISIONEXPO BROUGHT TO YOU BY PROUD SUPPORTER OF PRODUCED BY VISIONEXPO.COM/NYC #VISIONEXPO EDUCATION MARCH EXHIBIT HALL MARCH JAVITS CENTER NEW YORK CITY YOUR VISION. YOUR WORLD VISION EXPO.

12 Designs Ads West LV fashion ad medical ad EDUCATION SEPTEMBER EXHIBIT HALL SEPTEMBER SANDS CONVENTION CENTER LAS VEGAS EVERYTHING VISION. BECAUSE VISION IS EVERYTHING. EDUCATION SEPTEMBER EXHIBIT HALL SEPTEMBER SANDS CONVENTION CENTER LAS VEGAS EVERYTHING VISION. BECAUSE VISION IS EVERYTHING. SAVE THE DATE Bring your vision into focus among the glitz and glamor of Vegas for the event of the year, where eyecare meets eyewear, and education, fashion and innovation mingle. YOUR VISION. YOUR WORLD VISION EXPO. SAVE THE DATE Bring your vision into focus among the glitz and glamor of Vegas for the event of the year, where eyecare meets eyewear, and education, fashion and innovation mingle. YOUR VISION. YOUR WORLD VISION EXPO. BROUGHT TO YOU BY PROUD SUPPORTER OF PRODUCED BY VISIONEXPO.COM/NYC #VISIONEXPO BROUGHT TO YOU BY PROUD SUPPORTER OF PRODUCED BY VISIONEXPO.COM/NYC #VISIONEXPO

13 Style and Communication Formatting Guidelines

14 Style and Communication Formatting Guidelines Event Nomenclature and Style Formatting Guidelines SHOW NAME: The first instance of the show name should be written out in full: Vision Expo East (Use East or West as appropriate) Subsequent mentions of the show can use the condensed version: Vision Expo Never use abbreviations (VE, VEE or VEW) to refer to the show. DATES: Dates should be written as: Day, Month Date-Day, Month Date, Year - Thursday, April 14 Sunday, April 17, 2018 There should not be spaces between the dash Mentions of the date should not include th or rd following the number TIME: Time should be written out as follows: 10:00 AM 1:00 PM Ante Meridiem and Post Meridiem should be abbreviated to upper case AM and PM There should be one space between time, AM/PM, and one space between the en dash, the time am/pm WEBSITE: Website should be written out in full (NO VisionExpo.com CAPITALIZATION: Key locations should be capitalized ie Registration, Exhibit Hall, Education ROOM NUMBERS: The letters associated with room numbers should be capitalized whether they are a part of the room number or come after the room number. ie 1E09 ie 505V BOOTH NUMBERS: Proper format for referencing booth numbers is Booth #123 or Booth #LP123. SHOW CO-OWNERS: Vision Expo is co-owned by Reed Exhibitions and The Vision Council. Always refer to Reed Exhibitions using its full, two-word name in title case. Always refer to The Vision Council using its full, three-word name in title case. PAVILION NAMES: Please refer to the Vision Expo pavilions using the following styling: Eyewear + Accessories Galleria Underground Suites Lenses + Processing Medical Low Vision Event Nomenclature and Style Formatting Guidelines

15 Style and Communication Formatting Guidelines Event Nomenclature and Style Formatting Guidelines USE: ATTENDEE Do not use: visitor, guest, conferee or exhibit only attendee Definition: Someone that has registered and/or will be registered to attend Vision Expo. Style notes: Not capitalized. USE: EXHIBITOR Do not use: customer, client, visitor or guest Definition: Someone that has reserved or purchase a booth space from Vision Expo Style notes: Not capitalized USE: VISION EXPO Do not use: International Vision Expo + Conference, Conference, Expo, Trade Show, Exposition, Vision Definition: Vision Expo is the entire four day event including Continuing Education, the Exhibit Hall, and special events. Style notes: Always try to use the full name with the East or West extension. DO NOT use abbreviations of the name (ie. VE, VEE, VEW) Vision Expo Vision Expo East Vision Expo West USE: EDUCATION Do not use: Continuing Education, CE, conference, seminars, or university Definition: The syllabus of courses, accredited and non-accredited, offered by Vision Expo Style notes: Capitalize Education as it is a key benefit to our attendees and should be called out visually. If used to define registration, program, track, focus, etc. do not capitalize the noun. USE: CLASS OR COURSE Do not use: conference to describe one event/class Definition: A course or class is a single education event listed on the schedule/grid. Style notes: Use course (not class) with numbers and descriptions. USE: EXHIBIT OR BOOTH Do not use: tradeshow booth Definition: The real-estate purchased by exhibitors to showcase their products, services, or information. USE: EXHIBIT HALL Do not use: tradeshow floor, show floor, exhibit floor, exhibition--there is more than just trade activities taking place in the Exhibit Hall Definition: The entire real-estate sold or bartered to exhibitors. Style notes: Capitalize Exhibit Hall as it is a key benefit and should be called out visually.

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