GLOBAL PACKAGING Language Analysis October 2005

BASED on “Mice” Packagin g Samples

GLOBAL PACKAGING

GLOBAL PACKAGING United Kingdom

GLOBAL PACKAGING France

GLOBAL PACKAGING Germany

GLOBAL PACKAGING Netherlands

GLOBAL PACKAGING Italy

GLOBAL PACKAGING Spain

GLOBAL PACKAGING United Kingdom French German Italian Dutch Spanish

GLOBAL PACKAGING English

C O U N T R Y U.K. P R O D U C T N A M E 1 Language P R O D U C T D E S C R I P T O R 6 Languages Front 3 Icons F R O N T

C O U N T R Y U.K. P R O D U C T N A M E NOT Repeated P R O D U C T F E A T U R E S 6 Languages Back 0 Icons B A C K

C O U N T R Y U.K. P R O D U C T N A M E English ONLY P R O D U C T D E S C R I P T O R 3 Languages 6 Icons F R O N T

C O U N T R Y U.K. P R O D U C T N A M E English P R O D U C T F E A T U R E S 19 Languages Back 5 Photos linked via numbering on 6 Languages only 13 Languages NOT linked to photos A D D R E S S E S 3 CORPORATE USA/EUROPE/ASIA B A C K

C O U N T R Y U.K. P R O D U C T N A M E English P R O D U C T D E S C R I P T O R 3 Languages Smaller - French/German/Italian F R O N T

C O U N T R Y U.K. P R O D U C T D E S C R I P T O R 4 Languages English/French/German/Italian A D D R E S S E S 0 Corporate Address B A C K

C O U N T R Y U.K. P R O D U C T N A M E English 3 Icons English/German/French 1 Icon for “International Version” P R O D U C T D E S C R I P T O R 3 Languages Smaller - French/German/Italian F R O N T

C O U N T R Y U.K. P R O D U C T F E A T U R E S 3 Main Languages Back 2 Photos linked via numbering to English/German/French Icons with Flag Motiv 9 Languages not linked to numbers A D D R E S S E S 3 Corporate Addresses USA/Europe-Middle East Africa/Asia B A C K

GLOBAL PACKAGING French

C O U N T R Y FRANCE P R O D U C T N A M E 1 Language - English P R O D U C T D E S C R I P T O R 3 Languages Front English/German/French 3 Icons in 3 Languages 1 photo with 3 Languages F R O N T

C O U N T R Y FRANCE P R O D U C T F E A T U R E S 6 Main Languages Back 5 Photos linked via numbering to English/German/French/Italian/ Spain/Dutch Icons with Flag Motiv 6 Languages not linked to numbers A D D R E S S E S 3 Corporate Addresses USA/Europe-Middle East- Africa/Asia B A C K

C O U N T R Y FRANCE P R O D U C T N A M E 1 Language - English 4 Languages Front German/French/English/Dutch 2 Icons in English 1 photo with 3 Languages F R O N T

C O U N T R Y FRANCE 4 Main Languages Back 1 Photo linked to languages of German/French/English/Dutch CONFIGURATION REQUIREMENTS English with Icons - Dutch & French with copy only A D D R E S S E S 1 Corporate Addresses USA ONLY B A C K

C O U N T R Y FRANCE P R O D U C T N A M E 1 Language - English P R O D U C T D E S C R I P T O R 4 Languages Front German/French/English/Dutch 1 Icon MAIN in English 4 called out in copy 0 photos F R O N T

C O U N T R Y FRANCE 4 Main Languages Back 1 Photo of Product 1 Lifestyle Photo German/French/English/Dutch CONFIGURATION REQUIREMENTS Copy on in German/French/English/Dutch A D D R E S S E S 1 Corporate Addresses USA ONLY B A C K

C O U N T R Y FRANCE P R O D U C T N A M E 1 Language - English P R O D U C T D E S C R I P T O R 1 Language Front English 1 Icon MAIN in English F R O N T

C O U N T R Y FRANCE English - Main Product Name 15 Languages on Back All given SAME size and Weight CONFIGURATION REQUIREMENTS A D D R E S S E S 1 Corporate Address Taiwan, R.O.C. ONLY U P C C O D E S 2 = UPC/EAN B A C K

C O U N T R Y FRANCE P R O D U C T N A M E 1 Language - English P R O D U C T D E S C R I P T O R Language Front English/German/French 1 Icon MAIN in English INTERNATIONAL VERSION Icon for Global F R O N T

C O U N T R Y FRANCE English - Main Product Name P R O D U C T D E S C R I P T O R 3 Languages on Back with 3 features explained 13 ADDITIONAL LANGUAGES Using Flag Motiv A D D R E S S E S 3 Corporate Addresses USA/ASIA PACIFIC/EUROPE U P C C O D E S 1 = UPC B A C K

C O U N T R Y FRANCE SIDE COPY 3 Languages on Side with 1. Package Contents 2. System Requirements S I D E

C O U N T R Y FRANCE GLOBAL ICON This has been seen on ALL Logitech Packaging and on a few other packages BOTTOM CORNER

GLOBAL PACKAGING German FROM CZECH REPUBLIC

C O U N T R Y CZECH REPUBLIC P R O D U C T N A M E 1 Language - English English ONLY on Front F R O N T

C O U N T R Y CZECH REPUBLIC 15 Languages on Back ALL with top three features 1 photo with English only Descriptor 1 UPC/1 EAN B A C K

GLOBAL PACKAGING Dutch

C O U N T R Y NETHERLANDS P R O D U C T N A M E 1 Language - English + 6 Language ONLY 1 Icon MAIN in English 1 photos F R O N T

C O U N T R Y NETHERLANDS 6 Main Languages Back 4 Photos of Product 1 Lifestyle Photo TECHNICAL SPECIFICATIONS UK/DE/FR/NL/IT/ES CONFIGURATION REQUIREMENTS German/French/English/Dutch A D D R E S S E S 1 Corporate Addresses USA ONLY B A C K

C O U N T R Y NETHERLANDS P R O D U C T N A M E 1 Language - English 3 Language on Front English/German/French 1 Icon in English ONLY 6 Icons in 3 Language w/ICONS F R O N T

C O U N T R Y NETHERLANDS English - Product Name 6 Languages on Back with 4-5 features explained 13 ADDITIONAL LANGUAGES Using Flag Motiv A D D R E S S E S 3 Corporate Addresses USA/ASIA PACIFIC/EUROPE U P C C O D E S 1 = UPC B A C K

C O U N T R Y NETHERLANDS P R O D U C T N A M E 1 Language - English P R O D U C T D E S C R I P T O R English/German/French 3 Icons in 3 Languages 1 photo with 3 Languages F R O N T

C O U N T R Y NETHERLANDS 6 Main Languages Back 5 Photos linked via numbering to English/German/French/Italian/ Spain/Dutch Icons with Flag Motiv 6 Languages not linked to numbers A D D R E S S E S 3 Corporate Addresses USA/Europe-Middle East- Africa/Asia B A C K

C O U N T R Y NETHERLANDS P R O D U C T N A M E 1 Language - English P R O D U C T D E S C R I P T O R 6 Languages English/French/German Dutch/Italian/Spanish 1 Icon in 1 Language 1 photo with 0 Languages F R O N T

C O U N T R Y NETHERLANDS P R O D U C T N A M E 1 Language English 6 Main Languages Back 1 Photo no copy English/French/German Dutch/Italian/Spanish A D D R E S S E S 4 Corporate Addresses USA/Europe/Canada/Australia B A C K

GLOBAL PACKAGING Italian NO SAMPLES TO DATE

GLOBAL PACKAGING Spanish NO SAMPLES TO DATE

GLOBAL PACKAGING RECOMMENDATIONS

48 CURRENT U.S.A. FRONT

49 CURRENT U.S.A. BACK

LANGUAGES FRONT

ENGLISH GERMAN FRENCH

52 GLOBAL LANGUAGES FRONT PANEL USE 1 English Product Name for ALL E.U. Skus

53 GLOBAL LANGUAGES FRONT PANEL Warranty Information: Keep only in English on back/side or bottom of structure.

54 GLOBAL ICONS KEEP ICONS CONSISTENT Identify an “Olympic” mentality to all icons [This would NOT be translated]

55 GLOBAL ICONS KEEP ICONS CONSISTENT Translate ALL icon graphics where appropriate into English/German/French [These would be translated]

56 GLOBAL IMAGERY Where appropriate use stock or custom photos that are of a global mentality [Different ethnicities where it is appropriate]

57 GLOBAL VERSION Design a Global or International icon that says that Kensington is a GLOBAL BRAND Would be in English ONLY [NO translations on this] Possible placement ALWAYS on the bottom right corner if possible - other areas if retail space has limitations

58 GLOBAL LANGUAGES BACK PANEL REPEAT 1 English Product Name for ALL E.U. Skus

59 GLOBAL LANGUAGES BACK PANEL ONE English Icon where appropriate

60 GLOBAL LANGUAGES BACK PANEL Use a numbering system OR “Flag” system to call out TOP THREE FEATURES

61 GLOBAL LANGUAGES BACK PANEL ONE [ 1 ] GLOBAL ADDRESS on all E.U. Skus -USA or U.K. and/or THREE [ 3 ] GLOBAL ADDRESSES on all E.U. Skus - USA/U.K./Asia ? ? ?

62 GLOBAL LANGUAGES BACK PANEL English Compatibility in Icons and text

63 GLOBAL LANGUAGES BACK PANEL OTHER Compatibility in TEXT ONLY

64 GLOBAL LANGUAGES TRANSLATION COMPATIBILITY USE ONE SOURCE for ALL TRANSLATIONS TO KEEP A CONSISTENT “TONE and VOICE” in each language per country. RECOMMEND USING “IOTA” on ALL TRANSLATIONS O R D E R: English German French Dutch Italian Spanish

65 GO GLOBAL AS FAST AS YOU CAN!

66 Questions?