Lilly Brand Guide

Welcome to the new Lilly Brand Guide.
This
document is an interactive PDF, so you can
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use document, click here. We hope you’ll
find this guide helpful and easy to use.
Thanks, The Lilly Brand Team
Bringing our brand to life

Contents:
Chairman’s Letter
Introduction: Setting Our Brand Apart
Brand Character Map
Lilly Brand Standards
How To Guide

We make many of the most sought-after drugs in the world.
Our collective effort to live our brand’s promise ensures that
the world will continue to benefit from our labors. I can think
of no nobler pursuit or more rewarding endeavor.
Eli Lilly and Company is more than a pharmaceutical manufacturer. We make many of the most sought-after medications in the world.
We do more than develop and sell medications. If that were all Our collective effort to live our brand’s promise ensures that the
we did, our future would be short, our prospects dim, and our world will continue to benefit from our labors. I can think of no
independence threatened. nobler pursuit or more rewarding endeavor.
To be truly successful, we must connect with patients, their families, I hope you feel as I do and will use the information outlined here to
and their caregivers. We have to consistently deliver better patient help make the Lilly brand the premier source of answers that matter
outcomes. And we can only do that by nurturing and growing our to those who need them most: patients and their caregivers. I hope,
customers’ faith in our brand and what it stands for. too, that you will turn to it for answers and for inspiration as you
work to bring our brand’s promise to life.
These materials were developed to help each of us better understand
what we can do to set our brand apart. You can use them to guide
your choice of words, images, colors, and typefaces to keep our
brand’s promise: offering answers that matter to the millions of
people around the world who rely on us to search relentlessly for Sidney Taurel
cures to disease, ease suffering, and improve their quality of life.

SETTING OUR BRAND APART At Lilly, every business decision is
To make the most appropriate branding decisions for
guided by one question: “Who do I
Eli Lilly and Company, you should begin by asking
yourself one question: Who do I work for? It’s a work for?” It’s a question that has but
question that has but one answer: patients.
one answer: patients.
It’s an answer that captures the true essence of our
brand. It’s an answer that matters more than any other
because it will help you as you develop communication
materials for Lilly. Of course, this doesn’t mean
that you needn’t concern yourself with physicians,
caregivers, or family members; it simply goes to the
core of what we are all about. In serving the needs of
patients, we also serve the needs of their caregivers,
their families, and the many people who influence the
care and advice that patients receive. So by serving
the needs of a physician or formulary manager or any
one of our many constituents, you are also helping
deliver better patient outcomes.

The materials presented here can’t make decisions for
you, but they can serve as a guide. In them, you’ll find
lots of information about logo, typefaces, colors, grids,
and photography—the most visible elements of our
brand. But you won’t find its heart. Because the heart
of our brand is how we behave—what we do, day in and
day out, to meet patients’ needs and connect them to
better outcomes. And while you must know the dos and
don’ts of logos and layouts and more, it’s much more
important to step back from what you’re doing and ask
yourself, “Is this a reflection of a company that puts
patient outcomes first? Is it giving answers that matter
to that patient or that patient’s family or physician?”
This approach to branding decisions might sound

The heart of our brand is how we simple, but it doesn’t mean those decisions are easy
behave—what we do, day in and to make. It probably makes them harder. Finding the
most appropriate photograph, choosing the right words,
day out, to meet patients’ needs and putting better patient outcomes first and foremost—all
connect them to better outcomes. take time, care, and courage. But it’s an approach that
will set our brand apart and ultimately make Lilly the
first choice of physicians everywhere.

Brand Character Map
Brand Promise Lilly provides trusted answers that matter to deliver better patient outcomes

OUR BRAND LOGO TYPOGRAPHY COLORS IMAGERY GRID VOICE GALLERY
1.1 Brand Standards

brand standards
The standards outlined here offer clear instructions on how to One note before we continue: When developing Lilly-branded
use the basic visual elements in Lilly-branded materials. Much materials, remember that you aren’t talking to a random group
of what you will find here is intended as a guide. As such, you of patients with diabetes or psychiatrists treating schizophrenia.
should use it to help you make decisions regarding use of our logos, Imagine instead that you are talking to a 50-year-old married man
typefaces, colors, imagery, and layouts. While no set of guidelines with diabetes with 2 kids in college or a physician trying to help
can anticipate all the types of communications you develop for a patient he’s treated for several years. Your audience is always
Lilly, you must use your best judgment and rely on the examples one person listening, watching, thinking, and responding, not a
presented here. faceless crowd.
The standards outlined here offer clear instructions on how

to use the basic visual elements in Lilly-branded materials.
6
1.0 Our Logos

corporate corporate
logospace
basics clear logo size
minimum + tagline
color product brand logos
placement application
Lilly Corporate Logo Lilly Corporate Logo + Tagline Lilly Product Brand Logos

1.1 Logo
basics clear space minimum size color placement application
The Lilly logo is the primary visual representation

of our brand and should accompany all corporate
and product communications. This section outlines
the standards for using the logo, both by itself
and in conjunction with product brand logos and
other marketing or informational materials. Never
recreate, alter, or distort the logo in any way. To
obtain approved artwork for the logo, visit our
corporate brand site at http://branding.lilly.com
or contact the Lilly Corporate Brand Office
at 317-277-7007.

1.2 Logo
To ensure legibility and consistency, the Lilly logo x x

must always have the surrounding clear space as
presented here. The clear space is determined by
the x-height of the letter “y” in the logo itself. This
space should be free of text, graphics, and borders
established by the edge of page, screen, etc., except x x
in those situations where the logo is overprinted
on color or a full image (see Application section on
x x
page 13).

1.3 Logo
The Lilly logo can appear no smaller than

the size specified here in any marketing or
informational materials.
10
1.4 Logo
The primary color for our logo is Lilly Red

(see page 30 for Lilly palette, including
PANTONE®, CMYK, and RGB values). For
restricted or one-color materials, use black
or white (typically a reverse out of a solid
color or image).
11
1.5 Logo
In nonproduct and nonpromotional materials, the

Lilly logo should always conform to clear-space and
minimum-size requirements. Avoid overprinting on
imagery or color fields that may impede legibility.
In product-branded materials, the Lilly logo should

reside in a white band that runs across the bottom
width of marketing materials (brochures, sales
aids, etc.). This band should be free of other marks,
logos, text, and graphics as shown here. Include
the Lilly logo (in the white band) on the front and
back covers of product-branded materials. The logo
should always be in Lilly Red or black. However,
the Lilly logo can appear in white (reversed) against
a background.
12
1.6 Logo
basics clear space minimum size color placement application Click To Enlar ge Examples
The examples presented here give some context to

the Lilly logo standards outlined in this section.
13
1.1 Corporate Logo + Tagline

basics clear space minimum size color application
The Lilly tagline, “Answers That Matter,” captures The Lilly Logo
the essence of our brand and its promise. The
combined Lilly logo and tagline, known as the Lilly
signature line, is a single piece of art that should be
used in all instances when displaying the logo and
tagline. Do not attempt to recreate the signature
line in any way. Its use is restricted primarily to
nonpromotional or nonproduct-branded messaging
(disease state ads, patient education brochures,
and other materials—NOT in product-branded
advertisements, sales, etc.). Its use in signage or
on apparel is restricted to nonproduct-related
materials, events, trade shows, etc.
The Lilly Tagline
In presenting the Lilly brand to the public, consider

the purpose of the medium. It’s best to limit use
of the signature line to educational venues and
sponsored events related to improving public
health. If you are unsure, use the Lilly logo
without the tagline.
14

When using the Lilly signature line, always provide

the clear space identified here.
15

When using the Lilly signature, the logo itself

should be no smaller than 5/8” (16 mm) wide. If
space constraints require a smaller logo, omit the
tagline altogether.
16

The preferred color for the signature line is Lilly

Red for the logo and black for the tagline as shown
here. Ideally, the Lilly signature should run on
solid color fields (preferably white), but it doesn’t
have to so long as the tagline remains legible; you
can also reverse the signature line out of a solid
field of color or image, provided it offers enough
contrast for readability. Note the examples in the
Application section.
17

Remember to use the Lilly signature line only with

nonpromotional materials. When reversing out or
printing on images, make sure that all elements
of the signature line are legible. Use the examples
listed here to guide your decisions.
18
1.1 Product Brand Logos

For any product-related materials, the product

brand’s elements take precedence. When working
on such materials, always rely on the product
brand’s logo art, fonts, and color palette, as
well as its established guidelines for color, size,
clear space, etc. The Lilly logo should appear
on front and back covers of product-branded
materials—do not use the Lilly signature line
on product-branded materials.
19

When using the Lilly logo with product-branded

materials, always provide the appropriate clear x x
space as identified here. Note placement of the logo
in the white band at the bottom of publications—
do not place product logos in this band. The Lilly
logo should appear only on the front and back x x
covers of product-branded materials.
x x
20

When the Lilly logo appears on the same page

(or same field of display) with a product-brand
logo, it should be one half the size of the product-
brand logo. Use this 1:2 ratio between the
Lilly logo and the product logo as shown here
whenever space permits. Remember the Lilly
logo can run no smaller than 5/8” (16 mm).
Do not use the Lilly signature line in product-
branded materials. When space constraints
prevent using the 1:2 ratio, defer to a 1:1 ratio
as shown in the Application section.
2:1 Ratio 2:1 Ratio
Minimum Size
21

The primary color for our logo is Lilly Red

(see page 30 for Lilly palette, including
PANTONE®. CMYK, and RGB values). For
restricted or one-color materials, use black
or white (typically a reverse out of a solid
color or image).
22

When used on product-branded materials, the Lilly

logo should reside in a white band that runs across
the bottom width of the marketing materials.
This band should be free of other marks, logo,
text, and graphics as shown here. The Lilly logo
should appear only on the front and back covers of
product-branded materials. If you have questions
about incorporating cobranded product logos, call
the Lilly Corporate Brand Office at 317-277-7007.
23

basics clear space minimum size color placement application Click To Enlar ge Examples
Generally, the Lilly logo will run at the bottom

of any product-branded publication or display
(see Placement section). Use the examples
shown here to guide you as you work with the
Lilly logo in promotional materials for any Lilly
product brand.
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2.1 Typography
basics primary secondary tertiary application
DIN Regular
When working with typefaces (fonts), let legibility
be your guide in terms of point size, column width,
reversing type (on color fields or images), overprinting
on images, etc. For Lilly-branded materials (i.e., not ABCDEFGHIJKLMNOPQRSTUVWXYZ
product branded), always use the Lilly corporate fonts abcdefghijklmnopqrstuvwxyz 1234567890
DIN™ and Celeste®. In applications such as Microsoft®
Word, PowerPoint®, and programs with restrictive font
sets, use Arial and Times New Roman. Celeste Regular
For product-branded materials, always use their ABCDEFGHIJKLMNOPQRSTUVWXYZ
respective brand fonts. Your computer should have the abcdefghijklmnopqrstuvwxyz 1234567890
four Lilly fonts installed; these fonts reside on all
computers with Windows® XP. If you do not have
them on your computer, they are available through the
corporate brand Web site at http://branding.lilly.com.
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Times New Roman

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2.2 Typography
DIN™ is the primary Lilly font. This sans serif font is DIN Light
used for headlines, subheads, body copy, and captions. ABCDEFGHIJKLMNOPQRSTUVWXYZ
DIN is available in a wide variety of weights, including
Light, Regular, Italic (in several weights), Medium, Bold,
and Black (in several weights). The Application section DIN Regular
below offers guidance on working with fonts in
Lilly-branded materials.
DIN Light
DIN Medium
DIN Regular DIN Bold
DIN Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ

DIN Bold DIN Black
DIN Black abcdefghijklmnopqrstuvwxyz 1234567890
26
2.3 Typography
Celeste® is the secondary Lilly font. This serif font Celeste Regular
is used principally for body copy but can be used ABCDEFGHIJKLMNOPQRSTUVWXYZ
for headlines or display in some applications
(see Application section).
Celeste Italic
Celeste Regular Celeste Bold
Celeste Italic abcdefghijklmnopqrstuvwxyz 1234567890
Celeste Bold Celeste Bold Italic
Celeste Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890
27
2.4 Typography
In applications that have a limited number of Arial

available typefaces such as Microsoft® PowerPoint®, ABCDEFGHIJKLMNOPQRSTUVWXYZ
Excel®, Adobe® Acrobat®, Web browsers, Internet, and
interactive programs, use either Arial or Times New
Roman. These universally available fonts will ensure Times New Roman
that anyone who receives communications from you
will be able to open and read your documents.
Arial
Times New Roman
PowerPoint Slides: Title and Text Pages
28
2.5 Typography
basics primary secondary tertiary application Click To Enlar ge Examples
As noted earlier, legibility should be your primary

guide when working with typefaces. Do not use
fonts smaller than 6 pt. or set type on rule lines
(distance from rule lines should be 1 line of
leading of body copy). Celeste®, at smaller point
sizes, becomes less legible, especially in reverse
printing applications. The following examples
show successful uses of typography.
29
3.1 Colors
basics primary colors secondary colors application
The Lilly color palette offers a great range of Primary Color Secondary Color
expression that allows you to communicate clearly Palette Palette
and confidently. Our colors (the primary palette,
especially) are very expressive and powerful—traits
that any message from Lilly must and should have.
But in other applications, ads aimed at patients
or families for example, it’s possible to employ
techniques to bring more warmth and emotion Lilly Red Lilly Yellow Lilly Light Orange Lilly Light Blue Lilly Light Green
to your designs and the imagery you use. For
more on this, see the Application section.
Lilly Purple Lilly Ochre Lilly Blue Lilly Orange
Lilly Gray Lilly Silver
30
3.2 Colors
Our primary colors are Lilly Red, black, and white. Use color * The colors shown on this page and throughout these guidelines have not been evaluated
by PANTONE® , Inc. or accuracy and may not match the PANTONE Color Standards. Refer
values given here, and work with Lilly-approved vendors to to the current edition of the PANTONE Color Formula Guide for accurate colors. Pantone
is a registered trademark of PANTONE, Inc.
ensure consistency.
Lilly Color Pantone* Color C M Y K R G B Web-Safe Hex Values
Lilly Red PANTONE 485C C:0 M:100 Y:100 K:0 R:204 G:0 B:0 Hex: CC 00 00
Black N/A N/A N/A Hex: 00 00 00
White N/A N/A N/A Hex: FF FF FF
31
3.3 Colors
The colors shown here are used to add emphasis, highlight, or accent * The colors shown on this page and throughout these guidelines have not been evaluated
by PANTONE® , Inc. for accuracy and may not match the PANTONE Color Standards. Refer
information in Lilly-branded materials. Avoid using them as the to the current edition of the PANTONE Color Formula Guide® for accurate colors. Pantone
is a registered trademark of PANTONE, Inc.
dominant color fields in layouts, and defer instead to either Lilly
Red, black, or white. Use the color values provided here, and work
with Lilly-approved vendors to ensure consistency.
Lilly Color Pantone* Color C M Y K R G B Web-Safe Hex Values
Lilly Yellow PANTONE 114C C:0 M:6 Y:72 K:0 R:255 G:240 B:83 Hex: FF 99 33
Lilly Light Orange PANTONE 150C C:0 M:30 Y:69 K:0 R:255 G:147 B:68 Hex: FF 99 33
Lilly Light Blue PANTONE 297C C:51 M:0 Y:0 K:0 R:125 G:194 B:228 Hex: 66 CC FF
Lilly Light Green PANTONE 367C C:30 M:0 Y:60 K:0 R:153 G:231 B:110 Hex: 99 FF 66
Lilly Purple PANTONE 5215C C:43 M:43 Y:30 K:0 R:178 G:145 B:164 Hex: CC 99 CC
Lilly Ochre PANTONE 617C C:0 M:0 Y:47 K:18 R:215 G:186 B:122 Hex: CC CC 66
Lilly Blue PANTONE 549C C:60 M:0 Y:0 K:30 R:81 G:141 B:170 Hex: 33 66 99
Lilly Orange PANTONE 152C C:0 M:51 Y:100 K:0 R:248 G:100 B:0 Hex: FF 66 00
Lilly Gray PANTONE Cl Gray6C C:0 M:0 Y:0 K:38 R:204 G:204 B:204 Hex: LL LL LL
Lilly Silver PANTONE 877C no CMYK equivalent R:118 G:118 B:118 Hex: 66 66 66
32
3.4 Colors
basics primary colors secondary colors application Click To Enlar ge Examples
Use the examples presented here to guide you

when working with the Lilly color palette.
Take special note of those ads that employ
various techniques to bring more warmth and
an emotional feel to the communication. As is
always the case, simplicity of presentation and
your audience will dictate your design decisions.
Let the message rather than the medium lead
you in your choices of color and any techniques
you use in developing Lilly communications.
33
4.1 Imagery
basics photography illustration scientific data application
Your choice of imagery will be dictated by audience, Remember that your communications are designed
age, demographics, disease state, and any number to deliver information and to provoke an emotional
of factors. An image appropriate for one product response. In short, to be successful in presenting
brand may be inappropriate for another. Avoid better patient outcomes, marketing materials need
presenting patients, caregivers, or families as to communicate both fact and feeling, information
always happy, free of disease, and what some and passion, knowledge and emotion. The degree
might call “outcome” images, because your message to which you invest any marketing materials with
might get lost, contributing to the marketplace emotion often depends on how close it comes to a
clutter rather than rising above it. Photographs that patient. Materials for a mental health symposium,
authentically depict reality resonate with for example, will have less emotional content than
consumers more readily and bring more honesty a patient information brochure.
to your communications. And finally, do not use
clip art because its wide availability and varied
quality detract from the integrity and uniqueness
of the Lilly brand.
Avoid presenting patients, caregivers, or families as always

happy, free of disease, and what some might call “outcome” images,
because your message might get lost, contributing
to the marketplace clutter rather than rising above it.
34
4.2 Imagery
basics photography illustration scientific data application Click To Enlar ge Examples
1 2 3 4 5 6 7 87 8
Photography is perhaps one of the best ways to

communicate emotion, from happy to sad, painful
to pleasurable, or disturbing to comforting. Take
a look at the photographs shown here and ask
yourself, “Does the photograph speak to me?” Does
it invite you to look more closely? Does it look
authentic? Or does it just look like the countless
photographs you can find in any magazine,
newspaper, or television commercial? Is it telling
you a story or could you imagine what type of story
would accompany it?
As you select photographs, try to separate your

personal response to an image. For example, while a
photograph might remind you of a pushy salesman
at a car dealership, it might remind someone else
of a kind, old uncle or close friend. By responding
emotionally rather than personally, you can
approach the photographs you select by how they
are likely to make your audience feel.
The images shown here and on the next several

pages and accompanying commentary can help
you as you choose or prepare to shoot photographs
for Lilly communications.
35
4.2 Imagery
1 2 3 4 5 6 7 87 8
36
4.2 Imagery
1 2 3 4 5 6 7 87 8
37
4.2 Imagery
1 2 3 4 5 6 7 87 8
38
4.2 Imagery
1 2 3 4 5 6 7 87 8
39
4.3 Imagery
Illustrations in our branded materials are often

renderings of mechanisms of action, effects of
disease on an organ, molecular structure, etc. Be
sure to let your audience determine the degree of
complexity of your illustrations.
Illustration Sample: Detail Aid
40
4.4 Imagery
basics photography illustration scientific data application Click To Enlarge Examples
1 2 3 4
The Lilly logo should appear on documents associated with
o Enlarge Examples
medical research sponsored by Lilly (although some associations
may prohibit even the use of our corporate logo). Product-brand
elements (colors, type face, logos, symbols, or trademark) are not to
be used on documents involved in the conduct of medical research
or on materials used to present our medical research in scientific
forums. For research involving a Lilly product, you may use the
trademarked name followed by the generic name in parentheses
at the first mention, e.g. Alimta® (pemetrexed); subsequent
references in the document should use the generic name.
To enhance data transparency, scientific data disclosures should be

easily identified with Lilly; and to emphasize scientific integrity,
scientific data disclosures should not be promotional in nature.
Scientific presentations should utilize Lilly red, black, and white, Scientific Poster (11"x17"), Branded
but for some venues, “scientific blue” may be preferred. The fact
that Lilly data are being presented should be easily viewed either
by displaying the Lilly ‘signature’ (without the tag line) or by
stating, “Funded by Eli Lilly and Company” in the lower margin
of a poster or in the acknowledgment section of a poster or
slide presentation. These guidelines are consistent with the Lilly
Principles of Medical Research.
You can find more examples of scientific posters and how to

present scientific data the Gallery section.
To obtain templates of scientific posters, visit http://branding.lilly.

com/external_branding/index.cfm. Click on the toolkit menu and
choose “Templates.”
Scientific Poster (11"x17"), Nonbranded
41
4.4 Imagery
1 2 3 4
Sales Aid Chart Example (8.5"x11") Scientific Poster Chart Example (11"x17")
42
4.4 Imagery
1 2 3 4
PowerPoint® Slides: Title and Text Pages
43
4.5 Imagery
What follows should serve as a guide to working

with imagery in Lilly publications. Avoid using
imagery for imagery’s sake, and work instead to
let imagery complement or highlight the message
you are communicating. When working with
photography, ensure that all copyright and
usage information is available and adhered to.
44
5.1 Grid
basics columns rule lines application
The Lilly design grid can help you organize the How you organize the information—establishing
information you are trying to present. You can its hierarchy—can help you direct your audience
think of each page you are working with as a to the most important information first and
large cabinet consisting of various drawers, each supporting information afterwards. Generally,
designed to hold the individual components of the human eye goes to photographs, large color
your message—logos, headlines, photographs, and fields, and large type displays first. And remember
body copy. By using the grid’s structure, you can the power of less. Saying one thing well—clearly,
communicate clearly, concisely, and consistently. concisely, and carefully—is a tried and true
communication tool. The less you put on the
page, the more attention the individual elements
will receive. We all know this, but most of us
have a hard time doing it.
The Lilly design grid employs a basic horizontal

orientation and uses color bands and rule lines
to accent and present information.
45
5.2 Grid
basics columns rule lines application Click To Enlar ge Examples
Our grid follows a 4-column format. You can

group the columns into sets of 2 even columns
or combinations of 3 and 1.
Gutter Mar gin
4-Column Grid
4-Column Grid
Image Area
11"x17"Grid Sample
2-Column Grid
Image Area
2-Column Grid
Outside Margin
Grid [US Standard 8.5"x11"]
8.5"x11"Grid Samples
46
5.3 Grid
basics columns rule lines application Click To Enlarge Examples
When laying out information on the page, you

should use half-point rule lines to establish a
hierarchy of information. Generally, rule lines
should bleed off the page. Do not run text on
rule lines, and keep one line of leading (body
copy) between text and rule lines. You needn’t set
off each portion of your layout with rule lines,
but instead, use them selectively to group related
components. Outlined here are several examples
of layouts to help guide you as you develop
your layouts.
47
5.4 Grid
basics columns rule lines application Click To Enlar ge Examples
The Lilly design grid offers a great deal of variety

in terms of how you can lay out information.
Avoid presenting too many variations of the
grid on a single layout, and work to establish
a clear hierarchy of information. The samples
here can serve as a guide for working with the
Lilly grid.
48
6.1 Voice
basics personality application
Lilly communications should express our corporate As you write, consider that no medication is
brand. Each one is an opportunity to build perfect, and each medication has its place in
customer relationships one-on-one because well- treatment. No drug can be right for everyone
crafted communications are designed to talk to all the time. Sharing knowledge honestly and
one person at a time—an individual patient with forthrightly is a powerful means of convincing
diabetes or a physician treating a woman with your reader that Lilly’s primary goal is always to
bipolar depression, for example. deliver better patient outcomes.
As you write Lilly communications, your audience

will always be your best guide in terms of word
choice, sentence length, and level of complexity.
But regardless of who your audience is,maintaining
a sense of writing to one person rather than
a crowd can help ensure that your writing is
approachable and informative without being
informal. Always let the level of formality of your
writing be guided by your audience. Finally, our
brand communications must be accurate, honest,
clear, confident, and concise.
49
6.2 Voice
basics personality application
Our brand’s personality can best be described as a

caring, knowledgeable guide. Our goal is ultimately
to ensure better patient outcomes through the
medications we develop and the services we
perform every day. The portions of this branding
guide that focus on our message—including what
you can find in our chairman’s letter (page 2) and
the general introduction (pages 3–4)—present
examples of the compassionate, knowledgeable
personality we seek to project.
50
6.3 Voice
basics personality application Click To Enlar ge Examples
The copy samples here cannot possibly anticipate

every form of communication you may be called
upon to produce. They can, however, give you a
sense of how to speak in the Lilly voice and help
to fulfill the Lilly brand promise to deliver better
patient outcomes through Answers That Matter.
51
7.1 Gallery
advertisements collateral charts scientific data exhibit Click To Enlarge Examples
1 2 3
The samples presented here, along with those that

appear elsewhere in this guide, were developed to
be just that: a guide. They cannot make decisions
for you, but you can use them to shape your choice
of words, images, and layouts in messages from
Lilly and deliver a consistent and recognizable
expression of the Lilly brand.
52
7.1 Gallery
1 2 3 4 5 6
53
7.1 Gallery
1 2 3 4 5 6
54
7.2 Gallery
1 2 3 4
Sales aids, patient education materials, direct mail,

and physician communications are all examples
of collateral. Remember to distinguish between
promotional (product-related) that require the Lilly
logo only and nonpromotional materials, which
require the Lilly signature line. Avoid cramming
pages with information and overwhelming your
audience with information. Like you, your audience
sees hundreds, if not thousands, of messages
every day, so your materials will be competing
for attention.
Patient Brochures
55
7.2 Gallery
1 2 3 4
Sales Sheet Detail Aids
Direct Mail
56
7.2 Gallery
1 2 3 4
#10 Envelope
shown at 27% actual size
Business Card (Front)

U.S. Standard Letterhead (8.5"x11")

Business Card (Back)

57
7.3 Gallery
advertisements collateral charts scientific data exhibit
When presenting information visually in charts or

graphs, limit the amount of information to a single
idea, if possible. The simpler the presentation, the
easier it will be to understand. Be sure to supply
supporting data and references when presenting
study results, product comparisons, etc.
Sales Aid Chart Example (8.5"x11")
58
7.4 Gallery
1 2 3
PowerPoint® Slides: Title and Text Pages
59
7.4 Gallery
1 2 3
60
7.5 Gallery
Backlit Panels Table Top Panels Backlit Panels
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Corporate Logo close
Logo Placement
Always place the Lilly logo on the outer edge of brochures (not beside the
spine). In all cases, the logo appears with its appropriate clear space (“x”
height of the letter “y” in the logo), ideally in areas free of color fields or
imagery. If the logo is reversed or overprinting, be sure it is legible.
Corporate Logo close
Logo placement
Always place the Lilly logo on the outer edge of brochures (not beside the
spine). In all cases, the logo appears with its appropriate clear space (“x”
height of the letter “y” in the logo), ideally in areas free of color fields or
imagery. If the logo is reversed or overprinting, be sure it is legible.
Product Brand Logos close
Logo size relationship

Product brand logos always
appear in a 2:1 ratio with the
Lilly logo, as shown here.
Corporate logo + product logo

Product promotional materials must always include the Lilly corporate
logo (without the tagline). Typically, the Lilly logo is used to “sign“ an ad
or piece of collateral by appearing in a band at the bottom righthand side
of the page, free of color or imagery. Use Lilly Red whenever possible.
Product Brand Logos close
Logo size relationship

Product brand logos always
appear in a 2:1 ratio with the
Lilly logo, as shown here.
Corporate logo + product logo

Product promotional materials must always include the Lilly corporate
logo (without the tagline). Typically, the Lilly logo is used to “sign“ an ad
or piece of collateral by appearing in a band at the bottom righthand side
of the page, free of color or imagery. Use Lilly Red whenever possible.
Typography close
Headline
This headline is in the voice of
a patient. The Celeste® font is
often used in these situations
because if connotes a more
personal, warmer relationship;
however, the DIN™ font was
used here to ensure readability.
Body copy
Serif fonts like Celeste are
common for use in body
copy—newspapers and books
generally employ them for
their readability. Reversed
serif fonts, as presented here,
can be hard to read if the type
is too small. This ad, an 8 1/2
by 11, allowed the copy to run
at a legible point size.
Typography close
Headline
Using multiple colors allows
you to call attention to key
words and can create intrigue
to draw the reader in.
Typography close
Headline type
By using DIN™ fonts, you
can project a bold clarity
that is part of the Lilly brand
and communicate to your
audience with confidence.
Logo
Note the placement of the
logo in a white band to “sign”
the ad. Clear space constraints
are tight in this ad but follow
the guidelines. Keep in mind
your “live area” in placing the
logo so it will always have the
appropriate clear space.
Typography close
Headline
Using multiple colors allows
you to call attention to key
words and can create intrigue
to draw the reader in.
Colors close
Color
Large color fields can help
draw attention to an ad
running in journals whose
pages are for the most part
white. The color in this ad
brings warmth to the message
and offers a clear background
for the typography.
Colors close
Textures and Color

The Lilly palette offers a rich
array of color. It’s possible to
extend this depth by working
with textures to lend warmth,
depth, and richness to your
layouts. This texture features
the standard Lilly Red plus
black texture.
Color and Headlines

Regardless of which Lilly font you use, always make readability your
guide in font choice and size. Note the spacing between type and rule
lines, which must always be at least the x-height of the font.
Imagery close
Single portraiture, subject in

an environment, focus is on
the strength of color. Reveals
cultural elements, locale, and
global presence.
Imagery close

nonspecific environment, focus is
on the character of subject. Offers
clues about subject, in this case a
boy’s humorous disposition.
Imagery close

specific environment, focus is
on the subject with sufficient
background to clarify subject’s
role, in this case a Lilly scientist.
Imagery close

specific environment, focus is
on the character and mood of
subject. Environment (garden,
arbor) seems conducive to
subject’s mood and look of
contemplativeness.
Imagery close
Single portraiture, subject in a

nonspecific environment. Tight
framing and closeness of subject
establishes direct relationship
with the viewer, often used to
confront audience, ask questions,
challenge assumptions.
Imagery close
Subject in an environment.
Reveals older patient
demographic. Strong story-
telling value. Metaphoric
applications—hope, honesty,
and endurance.
Imagery close
Reveals younger patient
demographic. Strong story-
telling value. Captures widely
shared moment in many
cultural settings. Metaphoric
applications—growth,
possibility, hope.
Imagery close

specific environment, focus
is on the character of subject.
Image tells story of youth and
contemplation of adult roles.
Imagery close
Single portraiture, subject

in an environment. Presents
old age in a compelling,
revealing way. Highly
interpretive image with
strong story-telling power.
Reveals cultural elements
and setting.
Imagery close

an environment. References
gender and illustratively
tells story. Reveals cultural
elements (urban), realism,
and authenticity.
Imagery close
Portraiture, setting reveals

character of place and
people—vigorous, hardy.
Subjects project confidence,
power, challenging sensibility.
Imagery close

nonspecific environment,
focus is on the character
of subject. Woman seems
thoughtful, concerned,
perhaps worried. Strong
presentation of character.
Authentic representation
of aging.
Imagery close

of subject. Girl appears to
be looking at someone or
something, seeking an answer
or direction. Image conveys
curiosity, hope, perhaps
naïveté of youth.
Imagery close

specific environment, focus
is on the character of subject.
Reveals clues about subject,
in this case an active, middle-
aged, healthy woman.
Imagery close

focus is on the character of
subject. Subject’s directly
looking into camera engages
the viewer as if the man is
listening or engaged in a
conversation with audience.
Imagery close

of subject. Reveals clues
about subject, in this case
a young woman. Connotes
contemplative, questioning,
and thoughtful outlook.
Imagery close

in specific environment,
focus is on the character of
subject. Reveals clues about
subject, in this case a young
boy’s playfulness.
Imagery close

in specific environment,
of subject. Offers clues about
subject, in this case an older
man’s engaging, friendly
demeanor. Presents elderly in
favorable light.
Imagery close

an environment. Dynamic
composition of elements
tells story (weight, pressure,
isolation). Minimal reference
to cultural elements or locale.
Imagery close
The Lilly logo should appear on

documents associated with medical
research sponsored by Lilly (although
some associations may prohibit even
the use of our corporate logo). Product-
brand elements (colors, type face,
logos, symbols, or trademark) are not
to be used on documents involved
in the conduct of medical research
or on materials used to present our
medical research in scientific forums.
For research involving a Lilly product,
you may use the trademarked name
followed by the generic name in
parentheses at the first mention, e.g.
Alimta® (pemetrexed); subsequent
references in the document should use
the generic name.
At the discretion of the Brand Team,

product-brand elements may be
incorporated on materials used to
present information (including findings
from medical research) in promotional
settings (for example, promotional
speaker slides used by our speakers who
give promotional talks on our behalf).
To obtain templates of scientific posters,
visit http://branding.lilly.com/external_
branding/index.cfm. Click on the toolkit
menu and choose "Templates."
Imagery close

the generic name.
At the discretion of the Brand Team,

product-brand elements may be
incorporated on materials used to
present information (including findings
from medical research) in promotional
settings (for example, promotional
speaker slides used by our speakers who
give promotional talks on our behalf).
menu and choose "Templates."
Imagery close
Strong story-telling value.
Metaphoric applications—
search for answers.
Imagery close
Expressions
The human face is capable
of assuming thousands of
unique expressions. In this
case, this man’s expression
connotes a combination of
confidence, humor, and light-
heartedness. The headline
helps the reader understand
how he feels, and the image
offers a powerful complement
to that emotion.
Using Contrast
The dark portion of this
image makes it easy to reverse
the headline out of the
photograph and still remain
very readable.
Imagery close
Using charts to present data

helps isolate key comparisons
and highlight important
differences. These charts,
taken from a Zyprexa
sales aid, focus the viewer’s
attention on a single point
of information rather than
presenting too many data
points at once.
Imagery close
Product brands often establish

metaphors to tell their story
in compelling ways and use
consistent photography to
present its various “chapters.”
Imagery close
Photography can present

a range of emotions; and
when showing emotions
depicting disease states, in
this example depression,
it’s important to be honest
without overwhelming your
audience. The more powerful
the image, the more hopeful
the copy needs to be in
order to add balance to the
communication.
Imagery close
Using textures can add more visual interest to your When you include visuals, especially photographs of
presentations. When using them, however, avoid people, be aware that your audience will focus first on
presenting too many on successive pages because they the photograph. When using imagery, make sure it
will begin to distract from the information. supports the message.
Grid close
The Lilly grid offers designers

a great deal of flexibility in
presenting information. This
simple split of the information
into two columns provides
balance to the page.
Grid close

presenting information. In this ad
layout, the body copy is restricted
to the outside column, while the
headline crosses all four.
Grid close

presenting information. The
copy in this ad is split into
two sets of two columns.
Splitting it into four columns
would make for very short
line breaks and make the
copy harder to read. Running
the copy across all four
columns would also impede
legibility. In judging column
widths for type, a good rule
of thumb is not to exceed two
and one-half alphabets (65
characters, including spaces).
Grid close

simple split of information into
a single column for body copy
and running the headline across
all four is a standard layout for a
short copy ad.
Grid close

two columns for body copy and
running the headline across all
four is a standard layout for a
short copy ad.
Grid close

simple split of information
into one column for body
copy and running the
headline across all four is a
standard layout for a short
copy ad. When working with
spreads, be sure to allow for
gutter space in the center so
headlines remain readable.
Grid close

simple split of information
into two columns for body
copy and running the
headline across two is a
standard layout for a short
copy ad.
Grid close

two columns for body copy and
two for the headline is a standard
layout for a short copy ad.
Grid close

simple split of information is
a standard use of the grid in
ad layouts.
Grid close

ad layouts. Take special care
when working with spreads
so no copy is lost or hidden in
the gutter (center of ad).
Grid close

ad layouts.
Voice close
The audience for many Lilly

advertisements are physicians—
readers who are stressed for time.
By simplifying your message, you
can communicate quickly and
have a better chance of getting
your ads read.
Voice close

advertisements are physicians—
readers who are stressed for time.
By simplifying your message, you
can communicate quickly and
have a better chance of getting
your ads read.
Voice close
Direct mail is a good way to reach

physicians, but if your message
isn’t compelling, your mail will
never get opened. This headline
succeeds by using emotionally
charged language rather than the
clinical terms usually found in
advertising targeting physicians.
Voice close
The Lilly voice needs to be

confident, direct, and honest.
This ad is a straightforward
attempt to let the audience
know who Lilly’s true
customers are—patients. By
making patients real and
giving them a name and a
face, your ads can make an
emotional connection with
your reader.
Voice close

advertisements are physicians
—readers who are stressed
for time. This ad, despite
having a lot of copy, breaks
the information down and
distills the most important
information into the headline.
Readers seeking more
information can find it easily.
Gallery close
Standard short copy ad.
Product logo, fonts, and

palette dominate.
Lilly logo (without tagline) runs

at half-size of product logo.
Gallery close

palette dominate.
Lilly logo (without tagline)

runs at half size of
product logo.
Rule lines defined by borders

of image.
Gallery close
Lilly signature line runs at bottom

in band free of color
or imagery.
Rule line in center offers

anchor for headline.
Gallery close

palette dominate.

runs at half-size of
product logo.
Rule line anchors headline.
Body copy shown here is

for presentation purposes.
Designers call this “greeking.”
Gallery close
Standard medium copy ad.
Lilly signature line runs at

bottom in band free of color
or imagery.
Rule lines indicated by

borders of the image.
Gallery close
Standard long copy ad.

palette dominate.

product logo.
Rule line frames color fields/

image and bleeds
off page.
Gallery close

palette dominate.

product logo.
Rule line frames color fields/

image and bleeds
off page.
Gallery close
Lilly signature line runs

in band free of color and
imagery. Used to “sign” the ad.
Rule line implied by border of

color field and image.
Gallery close
Lilly signature line runs in band

free of color and imagery. Used
to “sign” the ad.
Rule line used to establish

hierarchy. Bleeds off page.
All four columns of grid employed.

Gallery close

palette dominate.

Gallery close

palette dominate.

product logo.
Rule line establishes hierarchy

and bleeds off page. Sets off
Lilly logo used to “sign” the ad.
Gallery close
Lilly signature line in white

band at bottom of page to
“sign” the ad.
Rule line implied by border

of color field and photograph.
Gallery close

imagery. Used to “sign”
the ad.

hierarchy and split headline
from body copy. Bleeds
off page.
Gallery close

imagery. Used to “sign” the ad.
Rule lines implied by imagery

and color fields.
Gallery close

free of color and imagery. Used to
“sign” the ad.
Rule lines used to establish

hierarchy and split headline from
body copy. Bleeds off page.
Gallery close

free of color and imagery. Used
to “sign” the ad.
Rule line serves as anchor for

headline. Bleeds off page.
Gallery close
Sales aid cover.
Messaging used to establish

patient type.
Product brand fonts, palette, and

imagery dominate.
Lilly logo runs in white band at

bottom of cover at half-size of
product logo.
Rule lines used to establish

hierarchy. Bleed off page.
Gallery close
Sales aid cover.

patient type.

imagery dominate.

product logo.
Rule line implied by border of

color field.
Gallery close
Sales sheet.

patient type.

imagery dominate.

product logo.

hierarchy. Bleeds off page.
Gallery close
Sales sheet.

patient type.

imagery dominate.

product logo.
Rule lines implied by border of

color field.
Gallery close
Direct mail.

palette dominate.

Rule line sets off Lilly logo and

bleeds off page.
Gallery close
Direct mail.
Product brand fonts, palette,

and imagery dominate. Product
logo omitted.
Lilly logo should run with tagline

(promotional material).
Lilly logo runs in white band

at bottom.
Rule line implied by border

of image.
Gallery close
Standard Lilly business card.
Lilly logo “signs” card; special

instance where logo is in same
plane as other type.
Tagline runs independently from

logo; special instance for business
cards only.
Rule line serves as anchor

for copy.
Business Card (Front)
Business Card (Back)

Gallery close
Standard business envelope.
Lilly logo dominates.
Rule line sets of logo from

address; special instance
where rule line does not bleed
off page to accommodate
postal regulations.
#10 Envelope
Gallery close
Standard business letterhead.
Lilly logo dominates.
Rule lines establish hierarchy and

bleed off page.
Lilly tagline runs independently

of logo; special instance used in
business stationery.
U.S. Standard Letterhead

Imagery close
At the discretion of the Brand Team, product-brand elements

may be incorporated on materials used to present information
(including findings from medical research) in promotional
settings (for example, promotional speaker slides used by our
speakers who give promotional talks on our behalf).
When working with PowerPoint®, make sure you are using

approved PowerPoint templates. These are available online at
http://branding.lilly.com/external_branding/index.cfm. Click
on the toolkit menu and choose “Templates.” Be sure to follow
the logo standards (see Logo section).
Template for PowerPoint Title Slide Template for PowerPoint Slide

Imagery close
Template for PowerPoint® Slide

Imagery close



Imagery close

Gallery close
Backlit panel for tradeshow.
Headline presents simple,

compelling message; encourages
viewer to read or ask for more
information. Photography
presents disease state in a
sympathetic way.
As with many branded

presentations, the fair balance
consumes a fair portion of the
copy. The principal message is
set off in white (reverse) type as
well as with rule lines to establish
message hierarchy.
Gallery close
Headline presents simple benefit

message; encourages viewer to
read or ask for more information.
Illustration (graph) focuses on
principal data that support the
product claim.
Because this is a product-branded

display, the Lilly logo appears
without the tagline. The product
brand’s fonts and color palette are
used rather than those of the Lilly
corporate brand.
Gallery close
A dramatic use of Lilly Red. This

tradeshow panel presents a stark
and compelling message which
the Lilly Red complements and
reinforces. The Lilly voice comes
through clearly as confident,
positive, and caring.
The logo appears without

the tagline because of the
promotional venue in which
the panel appeared.
Gallery close



Gallery close

Gallery close



Gallery close

Gallery close

the generic name.

menu and choose “Templates.”
Gallery close
Imagery close
Imagery close
At some scientific congresses, use of

corporate branding is discouraged or
prohibited. This is an example of a
“nonbranded” poster that would be
appropriate for those venues. The Lilly
logo has been removed, and black is
the predominant color. When using
a non-branded poster, it is important
to clearly display, “Funded by Eli Lilly
and Company” to ensure transparency
regarding the funding source. Product
brand elements (colors, typeface, logos,
symbols, or trademark) are not to be
used on documents involved in the
conduct of medical research or on
materials used to present our medical
research in scientific forums. For
research involving a marketed Lilly
product, it is acceptable to utilize the
trademark followed by the generic name
in parentheses at the first mention [e.g.
Alimta® (pemetrexed)]; subsequent
the generic name.

menu and choose “Templates.”
Typography close
Type on image
The high contrast and rich
blacks of this photograph
allow for easy use of reverse
type. Placing the headline in
dark areas ensures that it will
be clearly legible.
Mixed font headline

Although not recommended,
using mixed fonts in a
headline can help create a
sense of urgency and allows
you to draw attention to
key phrases and invite the
reader into the copy. Note the
absence of rule lines, which in
this layout would add another
visual element to the page
and distract the reader.
Logo
Note the placement of the logo in a white band to “sign” the ad. Clear
space constraints are tight in this ad but follow the guidelines. Keep
in mind your “live area” in placing the logo so it will always have the
appropriate clear space.

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Lilly Brand Guide

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Welcome to the new Lilly Brand Guide.

Thanks, The Lilly Brand Team

Bringing our brand to life

Introduction: Setting Our Brand Apart

Brand Character Map

Lilly Brand Standards

This approach to branding decisions might sound

1.1 Brand Standards

The standards outlined here offer clear instructions on how

1.0 Our Logos

The Lilly logo is the primary visual representation

To ensure legibility and consistency, the Lilly logo x x

The Lilly logo can appear no smaller than

The primary color for our logo is Lilly Red

In nonproduct and nonpromotional materials, the

In product-branded materials, the Lilly logo should

The examples presented here give some context to

1.1 Corporate Logo + Tagline

In presenting the Lilly brand to the public, consider

1.2 Corporate Logo + Tagline

When using the Lilly signature line, always provide

1.3 Corporate Logo + Tagline

When using the Lilly signature, the logo itself

1.4 Corporate Logo + Tagline

The preferred color for the signature line is Lilly

1.5 Corporate Logo + Tagline

Remember to use the Lilly signature line only with

1.1 Product Brand Logos

For any product-related materials, the product

1.2 Product Brand Logos

When using the Lilly logo with product-branded

1.3 Product Brand Logos

When the Lilly logo appears on the same page

2:1 Ratio 2:1 Ratio

1.4 Product Brand Logos

The primary color for our logo is Lilly Red

1.5 Product Brand Logos

When used on product-branded materials, the Lilly

1.6 Product Brand Logos

Generally, the Lilly logo will run at the bottom

Times New Roman

DIN Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ

In applications that have a limited number of Arial

PowerPoint Slides: Title and Text Pages

As noted earlier, legibility should be your primary

Lilly Purple Lilly Ochre Lilly Blue Lilly Orange

Lilly Gray Lilly Silver

Lilly Color Pantone* Color C M Y K R G B Web-Safe Hex Values

Black N/A N/A N/A Hex: 00 00 00

White N/A N/A N/A Hex: FF FF FF

Lilly Color Pantone* Color C M Y K R G B Web-Safe Hex Values

Use the examples presented here to guide you

Avoid presenting patients, caregivers, or families as always

Photography is perhaps one of the best ways to

As you select photographs, try to separate your

The images shown here and on the next several

Illustrations in our branded materials are often

Illustration Sample: Detail Aid

To enhance data transparency, scientific data disclosures should be

You can find more examples of scientific posters and how to

To obtain templates of scientific posters, visit http://branding.lilly.

PowerPoint® Slides: Title and Text Pages

What follows should serve as a guide to working