Brand Guidelines. This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency.

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2 Brand Guidelines This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need logos, typefaces, colors, and more to create a consistent tone, look, and feel for Braze materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

3 Boilerplate Full Version Braze (formerly Appboy) is a lifecycle engagement platform that forms strong bonds between people and the brands they love. We empower brands to humanize their connections with customers through technology, resulting in better experiences and increased retention, lifetime value, and ROI. Each month, tens of billions of messages associated with nearly 2 billion active users are managed through our technology. Braze is a venture-backed company with hundreds of employees. Our offices are located in New York City, San Francisco, and London. Most recently, we ve been named a Leader in the Forrester Wave : Mobile Engagement Automation, Q evaluation. We ve Braze is built for today s mobile-first reality and tomorrow s ambient computing future. Enterprise and born-digital brands rely on Braze to deliver personalized messaging experiences that span across channels, platforms, and devices. received the Digiday Signal Award for Best CRM, in addition to being named VentureBeat Omnichannel MMA s Best Bet, a Cloud100 Rising Star in Forbes, and #21 in the Deloitte Technology Fast 500 List. Learn more at Braze.com. Our flexible and comprehensive stack enables the automation of sophisticated marketing and growth strategies easily, and instantly, on a global scale. With data, technology, and teams working together in unison, we ve created a platform that makes marketing more authentic, brands more human, and customers more satisfied with every experience.

4 Boilerplate Abbreviated Version Braze (formerly Appboy) is a lifecycle engagement platform that forms strong bonds between people and the brands they love. We empower brands to humanize their connections with customers through technology, resulting in better experiences and increased retention, lifetime value, and ROI. Teams use Braze to deliver highly personalized messaging experiences that span across channels, platforms, and devices. This is made possible by our stack, which is located at the core of a modern marketing technology ecosystem. Braze is a venture-backed company with hundreds of employees. Our offices are located in New York City, San Francisco, and London. Most recently, we ve been named a Leader in the Forrester Wave : Mobile Engagement Automation, Q evaluation. We ve received the Digiday Signal Award for Best CRM, in addition to being named VentureBeat Omnichannel MMA s Best Bet, a Cloud100 Rising Star in Forbes, and #21 in the Deloitte Technology Fast 500 List. Learn more at Braze.com.

5 Logo Logotype Monogram Whitespace Sizing Incorrect Usage Special Usage

6 Logo Logotype Monogram Whitespace Sizing Incorrect Usage Logotype Special Usage Our logotype was constructed with continual, fluid engagement in mind. This gives personal character to convey a casual, progressive vibe. This will be the primary visual form in which Braze will be consumed by customers. It s important, especially in the beginning stages to associate the name with the logotype. There will be special use cases in which you will use them Logotype separately, but this is your bread and butter.

7 Logo Logotype Monogram Whitespace Sizing Incorrect Usage Monogram Special Usage The monogram is secondary symbol to the logotype. It maintains a continuous line coming from the b, making a Stroked Monogram perfect circle. The monogram should be used in circumstances when the logotype or the Braze brand has been already established, or when the constraints call for smaller elements, like social avatars or favicons. Filled Monogram

8 Logo Logotype Monogram Whitespace Sizing Whitespace The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more, the better. These visuals are used to define minimums. Incorrect Usage Special Usage x/5 x/5 x/5 x/5 x/5 x/5 x/5 x/5 The minimum whitespace around the logotype is equivalent to 1/5 the height of the monogram. The minimum whitespace around the monogram is equivalent to 1/5 the height of the monogram.

9 Logo Logotype Monogram Whitespace Sizing Incorrect Usage Special Usage Logotype Monogram Minimum Sizes For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values. 50px 16px

10 Logo Logotype Monogram Whitespace Incorrect Usage To make sure the brand appears as consistently as possible across all touch points, these are a few ways we don t want the logo to be distorted. Sizing Incorrect Usage Special Usage Don t use outside brand colors. Don t apply special effects. Don t pair the logotype and monogram. Do not manipulate or draw your own variation of the logotype. Don t stretch forms to fill space. Don t use the logo on top of imagery that is too cluttered or shares the color values of the mark.

11 Color Main Usage Color Palette Gradient Usage Logo Color

12 Color Main Usage Color Palette Gradient Usage Main Color Usage These two colors plus the gradient values capture the majority of the color needs in our brand. Logo Color White is used as the brand canvas. It captures the majority of all visuals. The three-color gradient is used sparingly to add interest to specific areas and bring impact. The black is used to support all of this and create an additional value for contrast and tertiary needs.

13 Color Main Usage Core Palette This is the core palette and will cover the majority of your needs. Color Palette Gradient Usage Logo Color Hex #ffffff # #27368F RGB 255, 255, , 33, 36 39, 54, 143 CMYK 0, 0, 0, 0 73, 67, 62, , 94, 7, 1 Pantone Coated White Neutral Black C 287 C Pantone Uncoated White Black 6 U Blue 072 U Hex #3accdd #f7918e #ff9349 RGB 59, 204, , 145, , 148, 74 CMYK 62, 0, 15, 0 0, 53, 33, 0 0, 51, 77, 0 Pantone Coated 319 C 177 C 1375 C Pantone Uncoated 3105 U 486 U 143 U Gradient Colors

14 Color Main Usage Color Palette Gradient Usage Logo Color Gradient Usage The gradient is best used on a white background with ample space to breathe. Allow the gradient to be the main source of color interest, and the best visual tone will come forward. You may place the gradient along the edges of a canvas (like this slide, for example) or in some cases as a backdrop.

15 Typography Sailec Type Usage

16 Typography Sailec Type Usage Sailec We use Sailec as our single typeface to create a consistent visual tone. Purchase Sailec at: myfonts.com/fonts/typedynamic/sailec/ Hairline Thin Thin Regular Medium Bold Authentic Personal Lifecycle Engaged Approachable Messaging Black Clean * Matching & italics

17 Bios Executive Team Acquisitions Team Logistics Team

18 Bios Executive Team Acquisitions Team Logistics Team Bill Magnuson CEO & Cofounder Bill is fascinated by technology and its ability to connect us all. On weekends, you can find Bill playing Ultimate Frisbee in the Bronx. Myles Kleeger President & CRO Myles manages all customer-facing activities and functions at Braze. He s an avid traveler who shares an international shelf of hard-to-find cultural artifacts with his daughter. Mark Ghermezian Executive Chairman & Cofounder Mark is dedicated to enabling better customer experiences at every turn. He s a Yeshiva University alum who enjoys playing hockey and supporting children s causes. Jon Hyman CTO & Cofounder Jon leads the charge on building technical systems and infrastructure. He s a Harvard alum who, in a past life, played guitar in a heavy metal band.

19 Bios Executive Team Acquisitions Team Logistics Team Marissa Aydlett SVP, Marketing Marissa shapes the company s market position to further increase brand awareness and advance strategic initiatives. She used to be a competitive figure skater, and one of her signature moves is the Daniel Head SVP, Global Sales Daniel leads our global sales efforts with over 20 years of experience under his belt. He s obsessed with windsurfing and knows all the words to Hank Snow s I ve Been Everywhere. double salchow. Tim Satterwhite VP, West Region Tim is dedicated to improving every brand s understanding of their customers and evolving opportunities that drive growth. He once lived the good life in Costa Rica as the proud owner of a hotel/bar Matt McRoberts VP, Partnerships & Channel Matt is dedicated to advancing our global channel development efforts. During his time at Boston University, he spent time in the ring as a college wrestler. Now, he s teaching his sons the ropes. on the island.

20 Bios Executive Team Acquisitions Team Logistics Team Spencer Burke VP, Customer Success Spencer helps leading brands develop successful strategies. To many, he s quite American. But Bill s mom was convinced he was Susan Wiseman SVP Legal, General Counsel & Corporate Secretary Susan works across departments to reduce and prevent corporate risk. She s known for throwing AMAZING dinner parties. Australian for about a year. So, cheers to that! Oliver Bell SVP, Finance & People Oliver leads the Finance, HR, and Talent functions at Braze. He also happens to be color blind, but not to worry he sees green just fine. ;) Kevin Wang VP, Product Kevin leads the definition of our product roadmap and R&D efforts. He loves nature documentaries, and previously ran an app that gives users random facts about animals.

21 Information This document serves as a foundational guide to using this brand identity. It covers all the rules regarding color, typography, artistic direction, and more. These guidelines are for the use of the Braze team and associated agencies only. If there is ever doubt, please refer back to this document