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X

THIS IS KENEXACopyright Kenexa®, 2009

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THIS IS WHAT WE BELIEVE

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Our calling is improving lives by what we doNo matter who they are, or what part of the world they live in, people de� ne themselves by the work that they do. It’s unavoidable. Work can make us feel appreciated or ignored, connected or isolated, competent or foolish; and have a profound e� ect on every part of our lives. At Kenexa, we believe that when people are in jobs they love, they are not only more productive employees, they are also better parents, friends, partners and neighbors. Our work is to make this happen for everyone. It’s our passion—our purpose—and it’s how we serve humanity worldwide every day.

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THIS IS WHO WE ARE

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We serve humanity—Every day We take our work very seriously, without being too serious. Day in, day out, we intelligently go forth and accomplish great things.

In our short history, we’ve impacted the lives of more than 110 million people. This is not based on luck or good fortune, but on intrinsic values that are hinged upon a mission bigger than ourselves.

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THIS IS HOW WE WANT TO BE SEEN

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Our goal is to be seen as one of the top threecompanies serving business worldwideWe seek to multiply business success through transforming the global workforce. We will know we’ve arrived when CEOs and CFOs of the world’s largest, most complex organizations immediately think of Kenexa when faced with improving business results through people.

This is re� ected in our cultural value proposition, truths, facts and brand essence.

The Adventurous AdviserA hero seeking greater glory

and deeper truths, sharing knowledge for the betterment of mankind.

TRUTHSFACTSCompany of many authors

Most comprehensive suite of HR solutions

Technology built on science

Solutions across all o�erings

Global reach

Aggressive achiever

Genuine friendships are built

Inspires people and companies

Respected for insights and knowledge

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THIS IS WHO WE ARE TALKING TO AND

WHAT WE WANT THEM TO THINK AND FEEL

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We are speaking to three audiencesWe are speaking to three audiences, � rst and foremost, ourselves. We are the brand expression, and we must live it and speak it in every interaction we make, and every task we perform. Second, we are speaking to business leaders. These are the individuals who will recognize what we can do for their organization, and who will � rst see the impact of what we do. We are making HR more strategic, helping business leaders leverage their most important investment—their people. This means solving business problems and measuring business outcomes. We want senior leaders to invite us to work with them and be con� dent that we will impact their overall performance.

Third, we are speaking to the entire HR industry. These are the people who will hire us. They represent our long-term investment. To accomplish our goals, HR professionals need to be con� dent that no matter what they are facing, working with Kenexa will make their company better—and they will be a factor of that success.

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THIS IS WHAT WE DO

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The FormulaWe realize the formula for business success requires two elements—the individual and the environment. When you multiply the right individual by the right environment, success is inevitable. The formula i x e = s is the foundation of our brand promise.

Kenexa is the secret to unlocking human potential. By combining science, technology, process and consulting, we multiply HR success. We have the tools, services and technology needed to make this possible. Other companies might be able to a� ect the i or the e, but no one else can multiply them to maximize business outcomes.

We must educate the world on what we stand for and what we deliver. The very act of using a formula serves as a teaching mechanism, while the act of claiming the X makes us a hero for businesses worldwide.

One of the ways we deliver on the X factor of our business is through Extreme Service. Delivering on this promise requires the commitment to being accurate, timely, responsive, proactive and, foremost, teaching our customers how to solve business problems and improve business outcomes by using strategic HR solutions.

SCIENCE

PROCESS

TECHNOLOGY

CONSULTING

The Four Corners of The Formula

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THESE ARE THE RULES WE FOLLOW

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One voice, one companyA brand is made up of many elements. These elements help formulate how people view, understand and perceive our brand. They are used together to create an emotional connection with Kenexa. The strategy behind these elements is based on our brand promise, our positioning and our organizational goals—to drive us where we are going as one organization.

This section represents the expression of our brand through copy, logo placement and speci� cations, typography, imagery, color, graphical elements and multimedia. The consistency comes from the prevailing greatness of our brand, not the rules and regulations around these guidelines.

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THIS IS HOW WE SOUND

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Voice and toneThe personalities and traits of Kenexa are communicated through voice, which guides the tone of written and visual communications. To do this correctly, we must specially de� ne how our voice sounds. Our voice should always be crisp, simple, modern and smart.

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ContentWe follow a few simple guidelines when writing copy:

Always keep copy concise and bene� t-driven. Copy should be focused on customers and on the bene� ts and measurable business outcomes we provide them—not on product features.

Always convey the sense that Kenexa is modern, smart and approachable. We are in business to transform the workforce and maximize human potential—when this happens, the result is business success. Clients must feel this through all of our messaging.

Be simple, direct and con� dent. We don’t “think” we can improve business, we “know” we can.

Don’t use exclamation points unless absolutely necessary. The only time this type of punctuation is necessary is when you prefer to yell at the reader rather than speak professionally.

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THIS IS HOW WE REPRESENT

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Logo usageConsistent logo usage is important in expressing our brand identity. Regardless of the medium in which it is used, the integrity of Kenexa logos should remain constant. Kenexa logos should not be stretched, resized or altered in any form. The following sections provide guidelines and clari� cation regarding Kenexa logos, including logo variations, size, background and improper usage.

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Logo variationsKenexa has multiple logo variations. These variations include primary and inversed identity, combined logo and tagline, the equation logo (i X e = s), 2x primary logo, 2x secondary logo and Kenexa 2x product logos.

Primary Identity LogoThe primary identity for the Kenexa logo includes a full color version, one color in either black or white, and full color web 2.0 re� ection treatment. These variations are represented below:

FULL COLOR

BLACK

FULL COLOR WEB 2.0 REFLECTION

ONE COLOR

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Inversed identity logoThe Kenexa logo may also be inversed when working on full color backgrounds. The inversed Kenexa logo reverses the background color and font color. This applies to full color, one color, black and white, and full color web 2.0 re� ection treatment. These variations are represented below.

FULL COLOR

BLACK

FULL COLOR WEB 2.0 REFLECTION

ONE COLORA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

1 2 3 4 5 6 7 8 9 0

IDENTITY SPECIFICATIONS

FULL COLOR

ONE COLOR

BLACK&WHITE

FULL COLOR (On Black, PMS 539, or Dark Area of BW Photos only )

ONE COLOR

BLACK&WHITE

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

CORPORATE FONTS

ITC Avant Garde Gothic:

Myrid Pro:

Tahoma:

Futura:

PMS

3005 CPMS

539 CPMS

Cool Gray 11 C

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

SIZE TESTING

CORPORATE COLOR STANDARDS

I N V E RS E D I D E N T I TYP R I M A RY I D E N T I TY

STANDARD SIZE

50% SIZE

STANDARD SIZE

50% SIZE

STANDARD SIZE

50% SIZE

IDENTITY STANDARD

BODY COPY STANDARD

WEB ALTERNATIVE FONT

PRIMARY NUMBER FAMILY

FULL COLOR WEB 2.0 REFLECTION TREATMENT FULL COLOR WEB 2.0 REFLECTION TREATMENT

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Combined logo and taglineThe tagline HR SUCCESS MULTIPLIED can be used in conjunction with the full color or inversed full color Kenexa logo. The tagline follows the page alignment of the logo. For example, if the Kenexa logo is right aligned, the tagline would also be right aligned with the logo. The combined logo and tagline is only used when the equation logo is not used. The word HR in the tagline must be bolded in every usage. This graphical element provides the viewer insight into our company’s primary focus.

FULL COLOR CENTER TAGFULL COLOR CENTER TAG

FULL COLOR LEFT TAG FULL COLOR LEFT TAG

FULL COLOR RIGHT TAG FULL COLOR RIGHT TAG

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SizeWhen using any variation of Kenexa logos, text should not be placed within half the heighth of the X of the speci� c logo being used. This will ensure that the logo is visible and uncluttered by other imagery or content.

Text must stay at least half the heighth of the ‘x’ away from the logo

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Incorrect usageUsing any Kenexa logo should follow the guidelines in this brand guide. Improper usage of Kenexa logos is prohibited. Kenexa logos should not be stretched, resized or altered in any form. The Kenexa logo can only be given out with expressed written consent to all outside parties.

If you have questions regarding the usage of Kenexa logos, please contact the Marketing Department.

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Kenexa product logosKenexa has six product logo families for Kenexa 2x applications as well as seven color treatments for the remaining products. Each of these logos are color-coded based on the family type. For the complete list, please reference page 29. Samples of di� erent product logos and colors are provided below:

Survey Scorecard®

Recruiter® BrassRing

Onboarding

Insight®

Learning Management

CareerTracker®

Recruitment Process Outsourcing

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The Formula (i X e = s)The i X e = s logo can be used as either primary or inversed. Examples of these variations are below:

Improper usage of the formula is prohibited. The image should not be stretched, resized or altered in any format.

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THIS IS HOW WE SEE OURSELVES

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ColorsWhen it comes to expressing a brand, color is one of the most important components. Colors not only evoke emotions, but they can also help de� ne the identity and personality of a company. The Kenexa color palette includes both primary and secondary colors. Primary colors represent the bold power sources behind the Kenexa brand identity, while the secondary colors are inspired by our internal cultural brand identity. The following sections provide guidelines on Kenexa primary and secondary colors and paper speci� cations.

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3005 CR-0 G-129 B-198C-100 M-28 Y-0 K-00081C6

PRIMARY COLORS

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

539 CR-0 G-41 B-66C-100 M-58 Y-23 K-77002942

Employment Branding Family

KRI & KGS Family

Primary color paletteThere are only two primary colors in the Kenexa color palette. These include dark navy and crisp blue. To ensure consistency in use of these primary colors, we have provided the actual Pantone colors as well as color values for RGB (onscreen usage), CMYK (print usage) and HEX values (web usage).

3005 CR-0 G-129 B-198C-100 M-28 Y-0 K-00081C6

PRIMARY COLORS

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

539 CR-0 G-41 B-66C-100 M-58 Y-23 K-77002942

Employment Branding Family

KRI & KGS Family3005 CR-0 G-129 B-198C-100 M-28 Y-0 K-00081C6

PRIMARY COLORS

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

539 CR-0 G-41 B-66C-100 M-58 Y-23 K-77002942

Employment Branding Family

KRI & KGS Family

3005 CR-0 G-129 B-198C-100 M-28 Y-0 K-00081C6

PRIMARY COLORS

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

539 CR-0 G-41 B-66C-100 M-58 Y-23 K-77002942

Employment Branding Family

KRI & KGS Family

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SECONDARY COLORS

631 CR-38 G-188 B-215C-73 M-0 Y-11 K-026BCD7

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

347 CR-0 G-154 B-73C-96 M-0 Y-88 K-1009A49

1795 CR-223 G-37 B-28C-0 M-96 Y-90 K-2DF251C

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

268 CR-80 G-45 B-127C-86 M-100 Y-0 K-12502D7F

215 CR-180 G-5 B-75C-5 M-100 Y-26 K-24B4054B

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

158 CR-232 G-117 B-17C-0 M-64 Y-95 K-0E87511

383 CR-175 G-189 B-34C-26 M-3 Y-93 K-17AFBD22

P M S = R G B =

CMYK =HEX # =

Learning Family

Survey Family

Performance Family

Assessment Family

Recruitment Family

Onboarding Family

RPO Family

Secondary color paletteThe secondary color palette features color-coded families for all Kenexa products. To ensure consistency in use of these secondary colors, we have provided the actual Pantone colors as well as color values for RGB (onscreen usage), CMYK (print usage) and HEX values (web usage). Please note the product family names (e.g. Learning Family or Survey Family) next to each color family correspond to their speci� c uses. For example, when designing something for the Survey division, the green color is only to be used as an accent color. The primary colors should still be the most relevant in terms of color scheme.

SECONDARY COLORS

631 CR-38 G-188 B-215C-73 M-0 Y-11 K-026BCD7

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

347 CR-0 G-154 B-73C-96 M-0 Y-88 K-1009A49

1795 CR-223 G-37 B-28C-0 M-96 Y-90 K-2DF251C

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

268 CR-80 G-45 B-127C-86 M-100 Y-0 K-12502D7F

215 CR-180 G-5 B-75C-5 M-100 Y-26 K-24B4054B

P M S = R G B =

CMYK =HEX # =

P M S = R G B =

CMYK =HEX # =

158 CR-232 G-117 B-17C-0 M-64 Y-95 K-0E87511

383 CR-175 G-189 B-34C-26 M-3 Y-93 K-17AFBD22

P M S = R G B =

CMYK =HEX # =

Learning Family

Survey Family

Performance Family

Assessment Family

Recruitment Family

Onboarding Family

RPO Family

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Paper speci� cationsIn order for the Kenexa primary and secondary colors to be correctly represented in print, and for professional presentation of Kenexa materials, we have provided guidelines for paper speci� cations.

Kenexa uses two di� erent thicknesses of paper depending on the situation. For documents that have a large amount of text, 32-pound text is standard. For documents that require a thicker stock, 80-pound cover is the standard. 98 brightness is mandatory to correctly showcase Kenexa color palettes. Recycled paper is also recommended whenever possible.

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This is how we styleWhen dealing with the written word, presented on the printed page or in a digital display, the choice of typeface is important because it gives the message a distinct personality and character.

Logo FontsAvante Garde should be used solely in Kenexa logos. Futura should be used when representing numbers in Kenexa logos. These fonts provide the basis for Kenexa’s identity standard in branded typography.

Kenexa Collateral Fonts—Product Slicks, White Papers, Case Studies and HR Thought Leadership ArticlesThe Myriad Pro font family should be used for Kenexa Product Slicks, White Papers, Case Studies and HR Thought Leadership Articles. This sans-serif font is clean, crisp and easy-to-read.

EvolveHR

Perpetua should be used for EvolveHR magazine. The narrow character width of Perpetua provides � exibility when arranging large amounts of content in a narrow horizontal space.

Event Collateral and Kenexa Visual Model FontsThe Myriad Pro font family should be used in Kenexa event collateral, including Save the Dates, Invites, Agendas and Surveys. Kenexa Models should also feature Myriad Pro. This font is a sans-serif typeface, which means the letters do not have any super� uous lines.

Microsoft Products Fonts—(Microsoft PowerPoint, Excel, Word)Arial should be used for the Microsoft suite. It is available for both Windows and Macintosh platforms.

Web FontsHelvetica and Tahoma should be used in web or online formats. These sans-serif fonts are especially suitable for on-screen display. With optimized character spacing, these fonts o� er superior legibility and readability for monitor display, even at small sizes.

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This is how we styleBelow are the typefaces chosen for speci� c media.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz

ITC Avant Garde Gothic: Book CondensedAny Font Letter Within A Product Name

Futura:Any Number within a Logo

Myriad Pro:Kenexa Corporate Font:

Font used outside the Logo Family

Perpetua:Can be used for body copy

A B C D E F G H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz

A B C D E F G H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz

1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz

ITC Avant Garde Gothic: BookAny Font Letter Within A Logo

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THIS IS HOW WE VISUALIZE

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ImageryThe use of imagery is one of the most tangible ways a brand reveals itself and de� nes its personality. Imagery will help us strengthen our brand and support the four characteristics we want to convey: crisp, simple, smart and modern.

The use of stock photography should be limited, if used at all. We are a global company and we must represent this visually in the imagery we choose—stock photography does not fully support the representation of our global footprint.

Our preferred method for imagery is Vector. Vector is the use of geometrical primitives, such as points, lines, curves and shapes, which are all based on mathematical equations. Vector graphics support our brand characteristics and give us a unique style in the market place. If photography must be used, the image should be designed using a vector graphic.

Imagery should be focused on complementing the X, our central graphical element. It is important that the brand colors, or colors that complement and re� ect the secondary palette, are used in all imagery.

Positive imagery Uses• Explore interesting angles and crops that best represent Kenexa’s personality• Refl ect the diversity of our audiences and global customer base• Ensure imagery is authentic and natural, not posed or artifi cial• Ensure all colors support Kenexa blue and the secondary palette• Seek to limit the use of stock photography • Prefer use of black and white imagery

Negative Imagery Uses• Do not use posed stock photography • Do not use clip art under any circumstance• Do not use imagery with stereotypical scenes or events

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THIS IS HOW WE INCORPORATE

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This is how we styleGraphic ElementsThe below elements were created to support our brand message and visuals, and to complement our logo. They can be used in combinations to support di� erent messaging and visual needs.

Element One: i X e = S The formula should always be used in the speci� ed font and colors to ensure consistency and to compliment the logo. The space around the formula should be clutter-free and clean.

Element Two: X The X is the mark of Kenexa and should be used in situations where it can visually make the message stronger. The X should only appear in the speci� ed shades of Kenexa blue, black or white, and should never be recreated or altered.

Element Three: i The i can be used alone when explaining the individual element of the formula. The i cannot be used alone if there is no explanation to its meaning.

Element Four: e The e can be used alone when explaining the individual element of the formula. The e cannot be used alone if there is no explanation to its meaning.

Element Five: X pattern The X pattern serves as an extension of the Kenexa logo. The X pattern may be used on speci� c pieces to help identify and visually di� erentiate the Kenexa brand. The element should not be screened back more than 20 percent and the color of the pattern should always be the Kenexa blue.

Element Six: Carrot or negative space derived from the X The carrot or negative space around the X can be used to di� erentiate products. The color of the carrot should be speci� c to the product color speci� ed in the Software Application guide.

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THIS IS HOW WE INTERACT

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As dynamic media become more prominent and relevant in the business environment, Kenexa will embrace multimedia and digital ventures as part of our overall marketing communications strategy. Video also upholds our corporate social responsibility e� ort and can be leveraged in place of in-person meetings.

Overall, video communication connects with viewers from a multi-sensory perspective—it speaks to all of our senses. More than any other medium, video alters our paradigms and changes the way we see the world. Video places the message in context and creates a place where viewers can be challenged on a thoughtful and emotional level.

Video ApplicationsThe use of Video will be incorporated into multiple Kenexa communication outlets. The following sections will highlight areas for Kenexa video use.

Kenexa Products• Featured within products (promoting Kenexa Thought Leadership) • Product demos

Sales• Part of sales presentations (for large Enterprise deals)

Training• New product training for employees, including sales force• New product training for clients

Video

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Video (continued)Marketing

• Television spots/commercials• You Tube viral videos• Client testimonials• Video Pods• Webcasting (live, streaming media)• Thought Leadership on Kenexa.com • Social networking sites

Employees• Onboarding• Employment branding• Cross-cultural learning• Company initiatives• Ceremonies and events

Clients• Project overviews• Selling Kenexa’s Value Proposition to clients

Mergers and Acquisitions• Introducing Kenexa’s company culture

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PodcastingA podcast is a multimedia � le that combines sound, visual and textual information, distributed over the web via syndication feeds. Users can play the � les either at a computer or on a mobile device such as an iPod at their convenience. The ability to syndicate multimedia in a feed using RSS has changed the distribution and strengthened the use of audio and other multimedia content.

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The Purpose of PodcastingThe primary purpose of podcasting is to provide a media outlet for Kenexa content and thought leadership. Kenexa is seeking to establish a foothold in the podcasting web space and to be � rst-in-market for podcasting in the human capital management industry.

Our brand in the HR audience will create credibility and recognition, while reinforcing science as one of the corners of our business. Podcasting will also create exposure of Kenexa’s overall brand to a broad range of potential podcast subscribers, while reinforcing the individual talents of Kenexa thought leaders.

Communication regarding Kenexa podcasting focuses on our customized website that o� ers HR professionals, business leaders and even students the ability to see, understand and connect with Kenexa. This will impact the perception of Kenexa’s accessibility signi� cantly.

Podcasting ApplicationsKenexa Products

• Advertising

Sales• Sales presentations—leave behinds• Selling Kenexa’s Value Proposition’s to clients

Training• New product training for employees, including sales force• New product training for clients

Marketing• Client testimonials• Webcasting (live, streaming media)• Thought Leadership on Kenexa.com

Employees• Onboarding• Employment branding• Cross-cultural learning• Company initiatives

Clients• Project overviews