Esaote Brand Identity - Guidelines 2024 - EN - DIGITAL

Brand Identity
Guidelines
2024
INTRODUCTION INTRODUCTION
Reasons for the

About Esaote Guidelines
Esaote is one of the world's leading manufacturers of biomedical diagnostic devices. It is an industrial group with over 40 years of Esaote wants to use this manual to protect and strengthen its identity and become more easily recognisable on the market with a precise,
experience in manufacturing and selling ultrasound diagnoostic systems and is an internationally acknowledged leader in the sector of uniform, cohesive image.
dedicated MRI technology. The Esaote Group is also one of the major players in the healthcare IT sector and in the field of minimally Purpose of this manual
invasive, interventional technology. This manual is a complete guide to the correct use of the Esaote trademark and its components and provides information and
specifications regarding the materials Esaote uses to divulge its image for institutional and advertising purposes.
Esaote began in the early 80's as a spin-off of a major Italian, state-conrolled group and was privatised in 1994 with an innovative Manual users
management buy-out transaction Since then, the company has been quoted on the Stock Market (1996), delisted (2003) and has changed The manual is intended not only for all those working within the Esaote Group, but also for suppliers and external collaborators and those
its shareholding group (also via management buy-out transactions), until in 2018, it was acquired by a consortium of primary Chinese who, even only occasionally, want to use the Esaote trademark and/or its applications.
investors, consisting not only of leading companies in the medical and healthcare sector, but also of investors with significant experience Manual contents
in the healthcare sector. The manual explains the brand and contains everything regarding the visual and textual code. The manual specifies the rules for using the
trademark and provides numerous examples of its application according to the areas of use.
Major investments in research and development, the continual introduction of innovative technologies and an international presence have Manual concept
enabled Esaote to become of the world's top ten companies operating in the diagnostic imaging sector. Today, the head office is in Genoa The manual is produced in a printable pdf format and in digital format to facilitate and simplify its diffusion and use. It has been divided
and the Group has over 1,200 employees, 4 research centres and 4 production plants in Italy (Genoa, Florence), China (Danyang) and into chapters, each containing rules and significant examples. Many of the documents shown in the manual have been made available
Holland (Sittard). Esaote's subsidiaries, offices and international distribution network can be found in over 100 countries throughout the in various formats for quicker, easier use. Only a correct preview has been made available of others, to be used to create new layouts.
world. However the images included can only be found on the corporate Intranet or requested from Esaote.
Manual recommendations for use
A successful, corporate identity depends on the coherence with which it has been developed. It is important, therefore, that the
regulations given in this manual are strictly adhered to.
Pag. 2 Pag. 3
INTRODUCTION INTRODUCTION
What we
have done
How the
Esaote has conducted an in-depth analysis: an analysis of our competitors, surveys and visual analyses. To understand and optimise the
trademark on a market that has rapidly developed in its ways of communication and in the demand.
These analyses have been useful to provide the foundations for a detailed study to develop a new identity for the Esaote brand.
A new logo has been designed in all the formats required by the fields of application, a new research and typographic application related
manual works
to the analyses, a new colour palette that reflects the brand's history, yet turns towards a fresher, more social identity.
A new trademark has been designed with its typography and colours that has evolved into a complete brand identity. This includes the
study not only of all the brands linked to the main trademark, but also the services and range/product trademarks and a new choice of
photographic style, now with sophiticated shades and style to represent an emotional choice of a more empathetic, open trademark
Work continued by introducing new rules and clear structures to use the trademark and its conponents correctly.
This manual has been produced in a digital version and in hard copy. To make the downloadable files more user-friendly, a QR code can
This brand manual collects and shows, therefore, everything regarding the visual and textual code of the Esaote trademark, so it can be be found at the beginning of each chapter, which shows the files that can be downloaded, which are useful for the job. All the formats, in
applied without errors on each identifying, communicative instrument. which the files in that chapter are available, are listed next to the links/QR Code.
Pag. 4 Pag. 5
Contents
Pag.36 PAYOFF
Pag.38 HEALTH WITH CARE Payoff
Pag.40 Horizontal logo with payoff
Pag.41 Vertical logo with payoff
Pag.2 INTRODUCTION
Pag.2 About Esaote Pag.42 COLOURS
Pag.3 Reasons for the Guidelines Pag.44 RGB - CMYK solid colour palette Pag.76 ICONOGRAPHY Pag.110 PHOTOGRAPHY
Pag.4 What we have done Pag.45 RGB - CMYK tints palette Pag.112 Photographic use rules
Pag.5 How the manual works Pag.46 Pantone solid colour palette Pag.80 PATTERN Pag.116 Product photos
Pag.47 Pantone tints palette Pag.120 Product detail photos
Pag.8 VISUAL PERSONALITY Pag.84 STATIONARY AND OFFLINE BANNER
Pag.10 Visual perception of the brand Pag.48 TYPOGRAPHY Pag.86 Businnes card Pag.122 DIGITAL PRESENTATION TEMPLATE (PPTX)
Pag.11 Type of visual communication Pag.50 Logo typography - Raleway Pag.87 Distributors' and agents' label
Pag.12 Brand personality Pag.51 Unauthorised uses of the Raleway Font Pag.88 Ring folder Pag.128 BROCHURE TEMPLATE (INDD)
Pag.15 Tone of voice Pag.52 Text typography - Gotham Pag.89 Headed notepaper
Pag.54 Text typography - Aptos Pag.90 Small and large envelope Pag.134 TRADE FAIRS CONGRESSES AND EXHIBITIONS
Pag.16 LOGO Pag.92 A4 file Pag.136 Rules and use of logo and colours on buildings
Pag.18 Creation of a new pictogram Pag.56 PRODUCT WRITING RULES Pag.93 A4 - A5 Notebook Pag.142 Large illuminated signage
Pag.20 Horizontal solid colour logo Pag.58 Product logos Pag.94 Rules for logo position in print Pag.144 Medium/small illuminated signage
Pag.21 Vertical solid colour logo Pag.60 Rules divided according to range (MyLab + Magnifico) Pag.96 Roll-up
Pag.22 Brand evolution Pag.61 Rules divided according to range (Scan + Vet-MR) Pag.97 Advertising template Pag.146 SOCIAL MEDIA TEMPLATE
Pag.24 Horizontal tinted logo Pag.62 Rules for the use in the texts of product logos Pag.98 Template for reports Pag.148 Visual rules for social media posts
Pag.25 Vertical tinted logo Pag.63 Product logos on alternative backgrounds (colours) Pag.99 A5 Flyer
Pag.26 Solid colour logo on black/dark background Pag.100 A4 White paper Pag.154 OFFICE BRANDING
Pag.27 Tinted logo on black/dark background Pag.64 CONSTRUCTION OF SUBSIDIARIES' LOGOS Pag.156 Rules and graphics for internal walls
Pag.28 White monochrome logo on coloured background Pag.66 Use of pictogram for alternative formulas (ebit) Pag.102 WEB TEMPLATE Pag.159 Pre-spaced window decals for the offices
Pag.29 White monochrome logo on black/dark background Pag.68 Association of Esaote logo and collaborators/partners Pag.104 Web banner template
Pag.30 Reading ofthe logo on black background Pag.70 Logo use for global departments Pag.105 E-mail digital signature Pag.160 RULES FOR THE USE OF COPYRIGHT MATERIAL
Pag.32 Logo safe area Pag.106 Newsletter Pag.167 REGISTERED TRADEMARKS
Pag.22 Logo minimum size Pag.72 OTHER APPLICATIONS OF THE PICTOGRAM Pag.107 Video opening and closing shots Pag.169 DISCLAIMER RULES
Pag.34 Unauthorised uses of the logo Pag.74 Rules for branding services and initiatives Pag.108 Template landing pages
Pag.170 CONTACTS
Pag. 6 Pag. 7
Visual Personality
The visual positioning of the brand and the personality it conveys
Pag. 8 Pag. 9
VISUAL PERCEPTION OF THE BRAND TYPE OF VISUAL COMMUNICATION
The Esaote brand wants to use the font, colours, photos and all the visual elements to convey very precise emotions and perceptions. All
this has evolved naturally, due not only to corporate innovation and growth, but also to the evolution of the society in which Esaote finds
Ambient product photos Still life products
itself, not just as manufacturer, but also as promotor of wellbeing and good health.
Therefore, Esaote considers its visual perception as a real, transparent brand in contact with reality and people, which is moderately
accessible but clearly perceived for the innovation and emotions it conveys.
To ensure this natural evolution, the brand will increase its use of ambient photos, and decrease its staged photography and videos in
favour of realistic shots, of moments "stolen" in time. The use of photo retouching and computerised graphics will be reduced to a few Realistic Staged
specific situations, especially for internal use or communication within the sector.
VISUAL PERCEPTION
Photography Graphics/Photo retouching
Modern Retro
Video Motion Graphics
Innovation Tradition
Accessibility Exclusivity REALISTIC ARTIFACT
Pag. 10 Pag. 11
BRAND PERSONALITY
ESTJ - DIRECTOR (ISTJ) = Extroverted - Sensing - Thinking - Judging)
This personality is the fruit of a long market research not only on various players in the sector, but also on the Esaote brand and all the
data collected according to scientific methods, such as Jean Noël Kapferer's Prisma and the MBTI 16 personality assessment tool by
Myers-Briggs, a scientific method to understand and schematise the way a person responds and interacts with the world and with life in ESTJ - DIRECTOR
general.
Esaote maintains a strong link between the ISTJ INSPECTOR (ISTJ = Introverted - Sensing - Thinking - Judging) that has accompanied
it from its foundation to the early 2020s, when it began to evolve into a peprsonality that maintains its prgamatism and reliability, but is The Directors (ESTJ) are committed to tradition and order. They use their
moving towards a more empathetic feeling and is opening up to being more extroverted with its public. Esaote has always placed people understanding of what is right, wrong and socially acceptable to unite families and
at the centre of its end cause. However, the desire to communicate transparently with these people has strengthened, without losing all communities. People with a Director personality place a high value on honesty,
the distinctive features, which have enabled the brand to be a great promotor of innovation and technology within its segment. dedication and dignity and are appreciated for their advice and clear instructions, and
they are willing to take charge in difficult circumstances.
FORMALILITY (Introversion) EMPATHY (Extroversion) Director personalities set an example by showing dedication and propositional
I E honesty and totally rejecting laziness and cheating, especially in their job.
Their opinions are not just idle chatter, because the Directors are more than ready
to jump straight into the most demanding projects, to improve the action plans and
adjust the details along the way, making even the most complex tasks all appear easy
and accessible.
REASON (Sensing) FEELING (Intuition)
S N - Objective
- Analytical
- Organised
- Responsible
- Logical
PRAGMATISM (Thinking) ENTHUSIASM (Feeling) - Systematic
T F -
-
Confident
Altruistic
PLANNING (Judging) FLEXIBILITY (Perception)

J P
Pag. 12 Pag. 13
ISTJ - INSPECTOR ESTJ - DIRECTOR TONE OF VOICE
Although they are not particularly - Precise - Objective This personality is the fruit of a Esaote's Tone of Voice (TOV) is changing slightly from the one used until 2023, moving towards a more humble, enthusiastic and informal
showy or attention seeking, they - Logical - Analytical long market research not only on communication (in general, but especially on social media) with tiny, educational notes.
do more than what is expected - Analytical - Organised various players in the sector, but All this in order to express a personality that is closer to people, yet still from a background packed with innovation and technology that
of them to keep the company - Responsible - Responsible also on the Esaote brand and all does not appear opinionated.
on solid, stable foundations. The - Consistent - Systematic the data collected according to
Inspectors are often respected for - Realistic - Confident scientific methods, e.g. Jean Noël
being reliable, practical and for - Determined - Altruistic Kapferer's Prisma and the MBTI 16
being able to keep their feet on the personality assessment tool. Formal Informal
ground.
Distant Enthusiastic
FORMALILITY (Introversion) EMPATHY (Extroversion)
I E
Serious Joking
REASON (Sensing) FEELING (Intuition)

S N
Conservative Educational
PRAGMATISM (Thinking) ENTHUSIASM (Feeling)

T F Informative Persuasive
PLANNING (Judging) FLEXIBILITY (Perception) Assertive Humble

J P
Pag. 14 Pag. 15
LOGO MATERIAL
The logo is available to download in RGB and CMYX in vector file

formats (EPS - ODF) and bipmap PNG 8 formats
Click here if you're using the digital version
If you are using the printed guidelines, scan the QR code

or copy this link: http://bit.ly/Esaote-2024-material
Logo
The new logo in all its versions
Pag. 16 Pag. 17
Modular radius
Creation of a
Modular radius
new pictogram
The new pictogram was carefully developed using significant, strategic graphic elements.
At the centre of the design there is a circle acting as the basic nucleus of the image. This circle is a symbol of continuity, unity and
harmony to communicate a message of cohesion and consistency.
Carefully selected graphic elements have been placed around the circle to construct the trademark. These elements include straight
lines, curves and geometric shapes. The arrangement and interaction of these elements have been meticulously studied to guide the
visual flow and create a feeling of balance and movement in the design. There are hints of past geometric shapes, such as the 20° tilt of
the central axis, and some elements recall the movement and spherical element of the logo that has represented Esaote from 2006 to the
present day.
Each element has been carefully designed to guarantee the efficacy and clarity of the design by avoiding any visual confusion or
ambiguity.
In short, the new pictogram is the result of an accurate design that incorporates significant, specific graphic elements that combine to
create a distinctive, communicative and aesthetically innovative symbol.
Pag. 18 Pag. 19
HORIZONTAL SOLID COLOUR LOGO VERTICAL SOLID COLOUR LOGO
The trademark has been specifically created as a single unit and must not be redesigned. The correct use of the logo will strengthen the Solid red vertical chromatic logo for similar uses to those of the horizontal logo where the available space requires the horizontal use of a
Esaote trademark. Horizontal solid red chromatic logo to be used for websites (header), printed letterheads and signature, wallpaint, smaller logo. This version also has more elegant features and works well for wallpaints or covers.
printing on products. This is the MAIN version of the logo and must be preferred to monochrome or vertical versions.
USES: Vertical wallpapers, where printing is restricted to narrow spaces.
USES: Website header, horizontal wallpaints in all printed elements, UI on a white background, printing on product bodywork.
Red Esaote2024
#cd0000
R205 G0 B0
C15 M100 Y100 K0
PANTONE 7621 CP
Complete colour palette on pag. 44
Pag. 20 Pag. 21
BRAND EVOLUTION
Over time, the logo has interpreted all the changes the company has gone through and strengthened its identity. The ideas and challenges
of numerous change makers have crystallised into the brand: this is why the Esaote trademark has become and continues to be
internationally recognised as a signature for avant-garde solutions. Its forty-year history rests on those solid roots that have enabled it to
take up its position as an internationally acknowledged leader.
1994 (name created in 1992, trademark filed in 1994) 2006 (filed on 19/01/2006) 2024 - Esaote's new identity
1996 (Payoff filed on 09/09/1998) 2008 (filed on 17/09/2008)
2001 (payoff colour and lettering changed) 2011
Pag. 22 Pag. 23
HORIZONTAL TINTED LOGO VERTICAL TINTED LOGO
Horizontal tinted chromatic logo, for use on social media, posts and social media formats that require a logo with a more emotional Tinted vertical chromatic logo for similar uses to those of the horizontal logo, where the available space requires the horizontal use of a
feeling. smaller logo.
USES: Only social media USES: Only social media, on vertical formats 4:3 and 16:9
Development of the tints in the logo
Red Esaote2016 Red Esaote2024 PURE Red

#a81c22 #cd0000 Development of the tints in the logo #ff0000
R168 G28 B34 R205 G0 B0 R255 G00 B00
C23 M99 Y89 K17 C15 M100 Y100 K0 C00 M95 Y91 K00
Complete colour palette on pag. 44
Pag. 24 Pag. 25
SOLID COLOUR LOGO ON BLACK/DARK BACGROUND TINTED LOGO ON BLACK/DARK BACKGROUND
Where the logo is applied to black or dark backgrounds (only the grey shades in the colour tables on pag. 44 are permitted), Where the logo is applied to black or dark backgrounds (only the grey shades in the colour tables on pag. 44 are permitted),
the VERTICAL version must be used with Esaote written in white, whereas the HORIZONTAL version must be in full RED. the VERTICAL version must be used with Esaote written in white, whereas the HORIZONTAL version must be in full RED.
USES: Only for coloured or black/dark backgrounds USES: Only for coloured or black/dark backgrounds in SOCIAL MEDIA material
Vertical logo Horizontal logo with integrated pictogram Vertical logo Horizontal logo with integrated pictogram
Red Esaote2024
#cd0000
R205 G0 B0
C15 M100 Y100 K0 Development of the tints in the logo
PANTONE 7621 CP Complete colour palette on pag. 44
Pag. 26 Pag. 27
WHITE MONOCHROME LOGO ON COLOURED BACKGROUND WHITE MONOCHROME LOGO ON BLACK/DARK BACKGROUND
Where the logo is applied to coloured backgrounds (only the red shades in the colour tables on pag. 44 are permitted), the logo must be Where the logo is applied to black or dark backgrounds and needs to be monochrome (only the grey shades in the colour tables on pag.
completely white. 44 are permitted), it must be completely white.
USES: Only for coloured or black/dark backgrounds USES: Only for printing on coloured or black/dark backgrounds
Vertical logo Horizontal logo with integrated pictogram Vertical logo Horizontal logo with integrated pictogram
Pag. 28 Pag. 29
READING OF THE LOGO ON A BLACK BACKGROUND
The logo can always be coloured and the black text changed to white (in negative version) against a 41% black component. This value
also applies to the monochrome logo. Please remember it is always preferable to choose the coloured version, as the strong RED makes it
easily recognisable.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Pag. 30 Pag. 31
LOGO SAFE AREA LOGO MINIMUM SIZES
The safe area or buffer zone is a space around the logo, where no visual, text or photographic element must be placed. This area has The minimum sizes for the logo indicate the minimum size recommended to guarantee the logo has adequate legibility and recognition.
been studied starting from the modular logo itself and therefore identifies a safety space to guarantee legibility and best convey the Therefore, never drop below 100 px on the monitor width (horizontal logo) / height (vertical logo) or 30mm for printing.
trademark's featiures. There are no applicable maximum sizes
STAMPA
PRINTING WEB
WEB(MONITOR)
(MONITOR)
logo
modulo 30mm 300dpi
30mm 300DPI 100px
100px
del logo
module
logo
modulo
module
del logo
STAMPA
PRINTING WEB (MONITOR)
WEB (MONITOR)
30mm 300dpi
30mm 300DPI 100px
100px
Pag. 32 Pag. 33
UNAUTHORISED USES OF LOGO UNAUTHORISED USES OF THE LOGO
The logo has been researched and designed with specific uses in mind and must not be used for any other purpose whatsoever. Below are
a few examples of incorrect uses of the logo which, as such, are not permitted.
Only the monochrome logo can be used

Do not change the colours on coloured backgrounds Do not modify Do not rotate Do not add borders to the logo Do not erase the pictogram
Legibility must not be compromised Do not apply any effects Do not cut Do not modify the thickness Respect the dark area Do not compromise legibility
Lorem ipsum dolor sit amet,

consectetuer adipiscing elit, sed
diam
Pag. 34 Pag. 35
Payoff
Esaote's Payoff, its position in the logo and significance
Pag. 36 Pag. 37
NEW PAYOFF
The Payoff
In order to better distinguish the Group's identity and simultaneously strengthen it nationally and inrternationally, the trademark has been
HEALTH WITH CARE
given the Payoff "HEALTH WITH CARE", to be used together with the trademark in every initiative, in which it is considered opportune.
It represents the sector in which we work, the word "with" expresses the idea of inclusion and the term "care" makes us stand out.
Raleway regular
Pag. 38 Pag. 39
HORIZONTAL LOGO WITH PAYOFF VERTICAL LOGO WITH PAYOFF
Logo + Payoff - As the "logo+Payoff" is an inseperable version, the Payoff dimensions change in proportion to the size of the logo. If
space requires the size of the logo to be the smallest permitted (30 mm), the trademark without Payoff version will have to be selected.
The Payoff will always match the colour od the standard Esaote logo.
Pag. 40 Pag. 41
Colours
The solid colours and tints
Pag. 42 Pag. 43
RGB-CMYK SOLID COLOUR PALETTE RGB-CMYK TINTS PALETTE
Tints are created on the basis of the trademark's old RED and a pure red is used ONLY on social media channels for backgrounds and
visual-graphic elements. A grey background is used as a dark alternative (again only on SOCIAL MEDIA) for backgrounds and graphic
elements.
Red Esaote2024
#cd0000
R205 G0 B0
C15 M100 Y100 K0
Red distinguishes the Esaote trademark and despite being restyled over the last twenty years to reflect the company changes at the time
and to improve the quality of how the trademark is perceived, its level of communication has been maintained as the main theme, so as
not to lose past experiences and values acquired over time. The new RED is to be used for all graphic elements and backgrounds in both Red Esaote2016 Red Esaote2024 PURE Red
print and on the website to give colour to the white background (preset). #a81c22 #cd0000 #ff0000
R168 G28 B34 R205 G0 B0 R255 G00 B00
C23 M99 Y89 K17 C15 M100 Y100 K0 C00 M95 Y91 K00
BLACK WHITE LIGHT Grey

#000000 #ffffff #ececec
R00 G00 B00 R255 G255 B255 R236 G236 B236
C91 M79 Y62 K67 C00 M00 Y00 K00 C9 M6 Y7 K00
Solid BLACK, designed WHITE is the preset LIGHT GREY has been
for the texts and colour for backgrounds, added to the colour
backgrounds in sections settings and for graphic palette to be used in
with medical photos elements on coloured or sections on the website
MEDIUM Grey DARK Grey
in printed versions black/dark backgrounds. or in print, where a
#4d4d4d #282828
and for backgrounds visual contrast with the
R77 G77 B77 R40 G40 B40
in emotional product white is required.
C62 M52 Y50 K48 C72 M63 Y58 K73
sections on the website.
Pag. 44 Pag. 45
PANTONE SOLID COLOUR PALETTE PANTONE TINTS PALETTE
The PANTONE versions of the colours are used only for printing with The PANTONE versions of the colours are used only for printing with pantone colours requested by suppliers (e.g. on plastic).
pantone colours requested by suppliers (e.g. on plastic).
Pag. 46 Pag. 47
TYPOGRAPHIC MATERIAL
The two FONTS, Gotham and Raleway, are available for download
and installation. The latter is also available on Google font.

Typography
Letter type of the Esaote trademark
Pag. 48 Pag. 49
TYPOGRAPHY FOR PRODUCT AND SERVICE NAMING - SIL OPEN FONT LICENCE ERRORS NOT TO MAKE
Printed and web texts Product and service naming The Esaote logo has been designed using the
Raleway font and for stylistic purposes modifies
the "e" and "o" and cuts off the other letters with
Raleway
Raleway
specific curves.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Regular
0123456789
!@#$%^&*()_+=;'<>,./?*
Modifications
letters redrawn and rotated
FONT TYPE: SIL open font licence
Raleway is an elegant sans-serif typeface family.

Initially designed by Matt McInerney as a single, thin
Raleway ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
weight, it was expanded into a 9 weight family by 0123456789
Pablo Impallari and Rodrigo Fuenzalida in 2012 and !@#$%^&*()_+=;'<>,./?*
iKerned by Igino Marini. It was revised in detail and
Modifications
italics were added in 2016.
a curve completes the stems of the
letters. They have been modified
This Font is used only to create product and service
to make the font more akin to the
"trademarks" regarding the Esaote brand, see pag. 59
stylistic features of the pictogram.
NUMERALS:
NUMERALS
Raleway offers "special" numerals, which do not
comply with the guidelines. However, the font also has
"Lining" numerals, which match the text grid perfectly.
"LINING" NUMERALS
Pag. 50 Pag. 51
TEXT TYPOGRAPHY 1 - UNDER LICENCE - FOR AGENCIES
Printed and web texts Product and service naming The Gotham typeface will always be used with:
Book type for the paragraphs
Bold type for titles and subtitles,
Black type is reserved only for communications with a strong impact on social media channels
Gotham
Light is used only on covers and communications regarding innovative technologies and can replace
Book in the rare event a paragraph exceeds the size of 20 pt in print and for the web.
FONT TYPE: Commercial use under licence
This font must be used as the main lettertype

for the brand if you have a direct licence or third
party licence, which includes the possibility of
using this type in all 4 forms given here.
Gotham is a solid, concrete, functional, yet at the

same time accessible lettertype. Its description
Title
on the Hoefler & Co website is quite clear: "From
the lettering that inspired it, Gotham inherited an
honest tone that’s assertive but never imposing,
Gotham Bold
friendly but never folksy, confident but never
aloof.", in other words... the perfect lettering for
Esaote.
This is the brand's preset Font to be used for both Subtitle Gotham Bold
digital and website texts in the 4 weights shown
here on the right (Light - Book - Bold - Black) and
their ITALIC versions. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore
et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia
deserunt mollit anim id est laborum.
Gotham Book
Pag. 52 Pag. 53
TEXT TYPOGRAPHY - 2 - SIL OPEN FONT LICENCE - FREE LICENCE
Printed and web texts Product and service naming The Aptos typeface will always be used with:
Regular type for the paragraphs
the Bold type for titles and subtitles,
Black type is reserved for communications with a strong impact on social media channels
Aptos
Light type is used only on covers and communications regarding innovative technologies and can replace Book in the
Aptos ABCDEFGHIJKLMNOPQRSTUVWXYZ
rare event a paragraph exceeds the size of 20 pt in print and for the web.
Light 0123456789
!@#$%^&*()+=;'<>,./?*
FONT TYPE: SIL open font licence
Created by the designer, Steve Matteson, already known

for the TrueType format and for the Segoe font, the Aptos
font (formerly Bierstadt) won out over Grandview Seaford,
Skeena and Tenorite, other options selected by Microsoft. Regular 0123456789
!@#$%^&*()+=;'<>,./?*
This new solution is sans serif and will immediately find a
space in the Office suite, where it will become the default in
Title
Microsoft Word, Outlook, Powerpoint and Excel.
Its more modern, clearer and more easily understandable Aptos ABCDEFGHIJKLMNOPQRSTUVWXYZ
forms adapt to all sizes and are easy to read in digital
versions and hard copies. Bold 0123456789
!@#$%^&*()+=;'<>,./?*
Aptos Bold
This is the brand's preset Font for those who do not have a
licence for the Gotham font and will be used for digital and
web texts in the 4 weights shown here on the right (Light -
Subtitle Aptos Bold
Regular - Bold - Black) and their ITALIC versions.
Black 0123456789
!@#$%^&*()+=;'<>,./?*
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna
aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Aptos Regular
Pag. 54 Pag. 55
PRODUCT LOGO MATERIAL
The coloured product logos for black and white backgrounds are
available to download as a vector file (PDF)

Product writing rules

How to format the product "Logo"
Pag. 56 Pag. 57
RULES FOR WRITING ON DIFFERENT PRODUCT TYPES RULES DIVIDED ACCORDING TO RANGE
A change in the product range also involves a change in the naming features and, therefore, in its formatting. Below are the general rules
for writing the product name (DO NOT USE THESE RULES if the "logo" is within a text - examples can be found on pag. 60). Raleway Regular UP Apice
Range of MyLabTM metàhalf
deithe
punti delintesto
points + allinemento
the text + alignment in
up alto
Raleway Bold up
The text structure for the MyLabTM
Raleway Regular Raleway Regular UP Raleway Regular UP
Rosso
Red ESAOTE 2024 Ralew ay Regular UP Apice range uses Raleway. It consists
of Bold + REGULAR, with a Red
Raleway Regular Raleway Regular Ralew ay Regular UP Esaote2024 insert indicating
Raleway Regular
the model. Some models with
Glyph
individual specifications may have
an additional term (e.g. platform) MyLab + TM
+ X8 + PLATFORM +
S•scan
in REGULAR UPPERCASE, with
the addition of VET in specific
Esaote Dedicated MRI cases.
Raleway Bold Raleway Bold UP
Rosso
Red ESAOTE 2024
Raleway Bold up Raleway Bold Raleway Bold UP

Raleway Regular Rosso
Red ESAOTE 2024 Rosso
Red ESAOTE 2024
ARCHITECTURE IN ORDER TO ADD VET ARCHITECTURE FOR NEW LOGO Magnifico Range Raleway Book UP
Raleway Regular
The text structure for the Magnifico range
The word VET will be written vertically to the right of the The new name for a product in a pre-existing range will uses Raleway typeface. It consists of
product name for all veterinary products. inherit all the formatting for that range. Bold + REGULAR, with a Red Esaote2024
insert on the first letter. A caption can
be added for some models with special
Raleway Regular Raleway Regular
specifications (e.g. MSK or OPEN) in
REGULAR UPPERCASE APICE. This
addition is in BLACK for a product Raleway Regular UP APICE
Stupendo
Raleway Bold UP
specification or RED if it is part of the Rosso
Red ESAOTE 2024 Nero | Rosso
Black Red ESAOTE 2024
product name.
Raleway Regular up Raleway Bold up Raleway Bold up

Rosso
Red ESAOTE 2024 Rosso
Red ESAOTE 2024
Pag. 58 Pag. 59
RULES DIVIDED ACCORDING TO RANGE Red Esaote2024 Black
#cd0000 #000000
R205 G0 B0 R00 G00 B00
C15 M100 Y100 K0 C91 M79 Y62 K67
*•scan range Raleway Bold UP Raleway Regular up APICE

Rosso
Red ESAOTE 2024 Nero | Rosso
Black Red ESAOTE 2024
The text structure for the •scan range uses Raleway
typeface. It consists of BOLD UP + REGULAR, with Raleway Regular MyLabTMEIGHT
a Red Esaote2024 insert on the model initials (first
letter of the name) The dot, however, can be taken Glyph MyLabTMSEVEN
from the Raleway font glyphs Some models with
MyLabTMALPHA
individual specifications may have an additional
term (e.g. PREMIUM or BRIO) in REGULAR S + • + scan +
Esaote Dedicated MRI
PREMIUM - LIGHT | BRIO
MyLabTMGAMMA
UPPERCASE APICE. This addition is in BLACK for
a product specification or RED if it is part of the
MyLab X8PLATFORM
product name. TM
G•scanBRIO
Raleway Regular
MyLab X8
TM
O•scan
Others: Vet-MRGrande
O•scan
MyLab OMEGA
PREMIUM
TM
Raleway Regular
The text structure for the Vet-MR
range uses Raleway typeface. It Esaote Dedicated MRI MyLab SIGMA
TM
consists of BOLD UP + REGULAR,
Vet-MR + Grande
MyLab EIGHT
O•scanLIGHT
TM
with a Red Esaote2024 insert on

the range name.
MyLab OMEGA
TM Esaote Dedicated MRI
MyLab TRINGA
TM
Raleway Bold
MyLab SIGMA
O•scanEQUINE
Vet-MRGrande
Rosso
Red ESAOTE 2024 TM
S•scan
Pag. 60 Pag. 61
SOME EXAMPLES OF TYPEFACE IN A TITLE AND TEXT LOGO ON ALTERNATIVE BACKGROUNDS
The following is an example of the name of a product within The product LOGO can have 2 alternative versions:
a descriptive text. RED and WHITE for black/dark backgrounds where
they need to be monochrome or on coloured
backgrounds, which prevent red letters from being
read.
Product logo
Product name MyLab™9 Platform: Unprecedented

In a text (Title)
Performance and Value
Product name in text MyLab™9 Platform, Esaote's new ultrasound system

(Paragraph) with an ULTRA performance, has been designed
to support a wide range of multi-disciplinary,
diagnostic imaging. You get ULTRA-image control,
thanks to the unique, innovative display tools and
you can explore the clear, sensitive, high resolution
of the diagnostic information in order to make
clinical decisions with greater safety. Try the
ULTRA-comfort of an ergonomic system designed
in Italy and the ULTRA-simple, user-friendly
interface that helps improve your productivity.
MyLab™9 eXP and MyLab™9 guarantee

unprecedented performance to provide confident,
safe diagnostics without any compromise: definitely
value added, an ULTRA-value!
Pag. 62 Pag. 63
MATERIAL FOR SUBSIDIARIES' LOGOS
The logos of subsidiaries, collaborators and

divisions can be downloaded (PDF).

Construction of subsidiaries' logos

How to use the pictogram for other similar logos and create logos for companies in the Group
Pag. 64 Pag. 65
USE OF PICTOGRAM FOR ALTERNATIVE FORMULAS
The logos of Esaote's subsidiaries will also be renewed according to the guidelines in this brand manual. Below is an example of a logo,
for which all the versions envisaged for Esaote will be available (colour range, monochrome and different applications according to the
backgrounds).
Raleway
Pag. 66 Pag. 67
ASSOCIATION of Esaote AND COLLABORATORS /PARTNERS LOGOS
These proportions and distance must be followed in order to match a PARTNER logo with Esaote. The partner logo must The pictogram module is highlighted here
NOT be longer than Esaote's logo. It must be at least one module away (i.e.the safe area), inside which a black divider no which, when divided in half, creates two
thicker than the letters in the Esaote trademark is placed. empty areas that separate the logos.
Pag. 68 Pag. 69
USE OF LOGO FOR SUBSIDIARIES
Raleway Extralight font will be used for the company name on the subsidiaries' logos, inserted inside a space
taken from the precise half of the height of the text part of the logo.
biomedica biomedica
europe Raleway Extralight europe
north america latinoamerica Microsoft JhengHei

UI regular
medical españa
Pag. 70 Pag. 71
MATERIAL FOR SERVICE LOGOS AND OTHER
APPLICATIONS
The logos of services, collaborators and divisions can

be downloaded (PDF).

Other applications of the pictogram

How to use the pictogram for other similar logos and create logos for services
Pag. 72 Pag. 73
RULES FOR BRANDING SERVICES AND INITIATIVES Black
#000000
R00 G00 B00
OLD LOGOS NEW LOGOS IN GRAPHICS
Service and event naming is to be written inside the texts using the C91 M79 Y62 K67
paragraph typeface (Gotham), except for naming used as a title or
autonomously inside a design. In the latter case it can be written using
Raleway Regular and accompanied by Red Esaote2024 applied to the first
Red Esaote2024
#cd0000 e-shop e-shop
"e" of the word. R205 G0 B0
agilexam
C15 M100 Y100 K0
agilexam
mri-educational mri-educational
easy scanning easy scanning
easy quantification e
IN TEXTS IN TITLES renaissance renaissance
Gotham Book Raleway Regular esaote library esaote-library
e-generation e-generation
more more
Gotham Book Raleway Regular
Red Esaote2024
manuals e-manuals Pag. 33
Pag. 74 Pag. 75
ICONOGRAPHIC MATERIAL
The basic files of icons already created in vector files

(AI - PDF - EPS - SVG) are available to download.
If you are using the printed version of the guidelines, scan the
QR code or copy this link: http://bit.ly/Esaote-2024-material
Iconography
Basic package to create stylistically linked icons
Pag. 76 Pag. 77
ICONS LINKED TO THE BRAND Red Esaote2024 Black ICONS LINKED TO THE BRAND
#cd0000 #000000
R205 G0 B0 R00 G00 B00
Esaote has numerous distinctive icons for clinical specialities, C15 M100 Y100 K0 C91 M79 Y62 K67 We have identified a packed catalogue of ready-to-use
technologies and functions in its communication material. icons to be used/modified.
The light, linear, extremely communicative iconography uses This icon package in vector file is available to download in
a a black line with Red Esaote2024 inserts, depending on the Fine black
Linee sottililines
nere safe area
area between
sicura icon and
tra icona text
e testo the specific area accessible via the LINK/QR CODE in the
stylistic requirement or choice. introduction to this chapter.
The icons will have to be created according to these

stylistic criteria and will always have to maintain a dark
area measuring half its width throughout the entire area
surrounding the icon.
Use the black icons with red inserts on light backgrounds

and use the BLACK/WHITE MONOCHROME icon
against dark backgrounds instead of using the WHITE Red Details
dettagli Rossi
MONOCHROME icons. Safesicura
area area
Cardiology
RM
Physiotherapy
Pag. 78 Pag. 79
PATTERN MATERIAL
The pattern tiles are available to download

(AI - PDF - SVG - EPS).
If you are using the printed version, scan the QR code

Pattern
Branded pattern for backgrounds and wallpaint
Pag. 80 Pag. 81
PATTERN
The Esaote pattern for its trademark has been

studied in modular sections with a geometric form
that can be reproduced endlessly.
The rectangular structure enables the graphics to
be used like a brick.
To use and enlarge the pattern, just duplicate the
brick and place it side by side to continue the
design.
The pattern can be used instead of neutral or
photographic backgrounds for wallpaints and
various applications (web and social media).
Red Esaote2024
#cd0000
R205 G0 B0
C15 M100 Y100 K0
Black
#000000
R00 G00 B00
C91 M79 Y62 K67
Pag. 82 Pag. 83
STATIONARY AND OFFLINE BANNERS
Files to construct desk documents (IND - AI - PDF -

SVG) are available to download.
If you are using the printed version, scan the QR code

Stationary and Offline Banners

Techniques for OFFLINE work, Business cards, Envelopes, roll-ups and much more.
Pag. 84 Pag. 85
BUSINESS CARD DISTRIBUTORS' AND AGENTS' LABEL
Indicate the work area and office under the Name and Surname using a total of 2 lines, which can become 3 only for exceptional problems Esaote Distributors and Agents are encouraged to use the Esaote trademark and insert it in their own business cards, promotional
of text length by carefully reducing the space between the second and third line. The paper weight should preferably be between 240 and materials and on their websites. We suggest the following solutions, which specify "authorised agent/distributor".
250 g/m2
Format: A4 - 85 x 50 mm.
Do not modify the graphics as they are ready

for print, and only add personal details.
businnes_card_Esaote_2024.ind/idml Logo_authorized_agents_and_distributors.AI/pdf
Pag. 86 Pag. 87
RING FOLDER HEADED NOTEPAPER
Esaote_2024_folder_with_ring.AI/pdf Format: A4. - 210 x 297 mm - 8.267 x 11.692 inches Esaote_letterhead_2024.ind/idml

File to adapt to the print supplier's die cutter
Pag. 88 Pag. 89
SMALL ENVELOPE LARGE ENVELOPE
Format: - 230 x 110 mm - (9.055 x 4.330 inches) Format: - 330 x 230 mm - (12.992 x 9.055 inches)
Esaote S.p.A.
Via E. Melen, 77 - 16152 Genova
Tel. +39 010 65471 - www.esaote.com
document_envelope.ind/idml
document_envelope.ind/idml
Pag. 90 Pag. 91
FILE_A4 A4 - A5 NOTEBOOK
Format: - 297 x 210 mm - (11.7 x 8.3 inches)

Esaote_2024_folder_and_block_notes_A4.AI/pdf - 210 x 148 mm - (8.3 x 5.8 inches)
File to adapt to the print supplier's die cutter
Esaote_2024_folder_and_block_notes_A4.AI/pdf
Pag. 92 Pag. 93
RULES FOR LOGO POSITION RULES FOR LOGO POSITION
10mm 10mm
The position of the logo in
every new document drawn
up will have to respect the
logo size and the marked
safe area. 50mm
Pag. 94 Pag. 95
ROLL-UP TEMPLATE ADVERTISING TEMPLATE
The roll-up template requires a 50mm safe area along the edge of the area that can The advertising template consists of a modular grid, with a pre-set
contain graphics. The basic template file is 850x2000mm (standard format) master page with the logo and basic writing + an example page
complete with text layout with title - subtitle + paragraph. The logo
This template should be adapted to the various formats available on the market, but should always be placed on the right wherever possible.
should keep the same measurements for the safe area and the logo.
Below is an example of an institutional advertising page, which can
rollup_85x200.AI/pdf/svg also be used for marketing.
advertising_template.IND/idml
Gotham Bold 40pt

Gotham Book 25pt
Gotham book 12pt

Black #000000
Pag. 96 Pag. 97
TEMPLATE FOR REPORTS A5 FLYER
Template for trade fair and congress reports, which can also be used for performance or product reports or other. Produced using Flyer (single page) and pamphlet (two sides) typically used to announce
Indesign with the same modular grid and the same type styles identified and used for the product brochure. It stands out for its more an event, promote a new product or service, or for a local campaign or
descriptive information and the spaces dedicated to special texts and photos. The document also contains an area for NOTES, CONTENTS advertising.
and END COVER.
The Flyer template consists of a modular grid, with a pre-set master page
with the logo and basic writing + an example page complete with text layout
with title - subtitle + paragraph. The logo should always be placed on the right
wherever possible.
Template_flyer_A5.IND/idml
Gotham Bold 25pt

Gotham Book 16pt
Gotham Book 10pt

Black #000000
Report_Template_Esaote_2024.IND/idml
Pag. 98 Pag. 99
A4 WHITE PAPER
Professional grid to align photos and texts.
A White paper is a complete report on a topic, often containing statistics for training purposes and not to simply promote the product. Consistently follow the alignments according
A White Paper can also reflect company philosophy, viewpoint, approach to a challenge, a clinical application or a service. The contents to the pre-set layout pages.
of a White Paper vary, although the layout should be consistent and alswys maintain the same grid, fonts, colours and style. The same
applies to images and the logo, which must always be inserted in the same position. This template consists of a front cover + back cover,
an internal template to insert the text+photos, a page to insert fonts and closure with claims and notes.
Esaote_2024_white_paper_template.IND/idml
Titles, subtitles and paragraphs have all been

pre-formatted according to precise rules and
are ready to receive the contents:
Title - 30pt Gotham Light
Subtitle - 9pt Gotham Bold
Paragraphs - 9pt Gotham Light
The template has been configured using Indesign

with a grid and certain elements in master pages
and enables the use of a professional layout
programme that includes automatic styles of letters
and numerals. Everything has been pre-formatted.
See master page

See letter styles
The cover style must always be consistent with the one in the template.
Pag. 100 Pag. 101

WEB TEMPLATE
The web template files (AI - PDF - SVG) are

available to download.

Web Template
Banner, Landing newsletter and all the guidelines reserved for digital use
Pag. 102 Pag. 103

WEB BANNER TEMPLATE E-MAIL DIGITAL SIGNATURE
Template for pop-up advertising banners for promotional campaigns used to attract customers/potential customers and The e-mail signature is the equivalent of
arouse their curiosity and interest in new products/technologies. Even when the Banner format or its contents change, a printed business card and is essential
the 50x50px margin must remain constant. Texts can only be made smaller for very small banner formats for ADV. for corporate communication. A good
However, the proportion between the sizes must remain the same. Safe professional e-mail signature should clearly
area display the identity of a recognisable logo
Banner_template.PSD 50x50 and be the same for all Esaote employees.
The e-mail signature specifications are as
follows Mail body text Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
Logo 200 px width incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation
ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non
proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Logo
Gotham Bold - Normal size Name Surname

Gotham Book - Normal size Company department
Cell: +39 335 1289783
Black #000000 name.surname@esaote.com
Esaote S.p.A.
Via E. Melen, 77 - 16152 Genova
www.esaote.com
Social media icon

----------------------------------
Gotham Book - Small size CONFIDENTIALITY NOTICE
----------------------------------
Dark Grey #6F6F6E The materials in this electronic mail transmission (including all attachments)are private and confidential and are the property of Esaote S.p.A., Company subject to
the management and coordination of Shanghai Luzi Enterprise Management Consultancy Center (Limited partnership). Unauthorized disclosure, copying,
distribution, or the taking of any action in reliance on the contents of this material is strictly prohibited. Please notify the sender if you have received this in error.
Le informazioni contenute in questo messaggio di posta elettronica e relativi allegati sono proprieta' di Esaote S.p.A., Società soggetta all’attività di direzione e
coordinamento di Shanghai Luzi Enterprise Management Consultancy Center (Limited partnership) e sono riservate; ne e' vietata la diffusione in qualunque modo
eseguita. Qualora Lei non fosse la persona a cui il presente messaggio e' destinato, La invitiamo ad eliminarlo e ad informare colui che lo ha inviato.
social_icon_for_mail.AI
Pag. 104 Pag. 105

NEWSLETTER VIDEO OPENING AND CLOSING SHOTS
A graphic e-mail message sent simultaneously to targeted/profile contacts as direct marketing to Templates in full-HD are available for placing elements in the opening and
attract their attention. It is sent to all those (customers/potential customers) who have provided closing shots of videos.
their personal data (collected contacts) and have given their formal consent to receiving messages/ A template is also available for the opening shots of a product video.
information according to the provisions of the privacy legislation in the different countries. The templates are formatted and completed with ready-to-use grids.
The template shown here gives different blocks, including "headers" and "footers" Template_closed_video.PSD
= 4 differentiated blocks showing different layouts applicable for different Template_open_video.PSD
applications. Always keep to the text sizes and only modify the module heights Safe area Template_open_video_product.PSD
according to the contents. 50x50
Template_newsletter.PSD
Header with logo
Block with fixed width

and variable height.
Gotham Bold - 30-40pt

Gotham Book - 18-15pt
Black #000000
CTA
Gotham Bold - 15pt
Red Esaote2024
Pag. 106 Pag. 107

TEMPLATE LANDING PAGES Header with logo - contacts - language
Megabanner with photo and

completely formatted text block
A complete template that follows the theme on which the entire
Esaote website is constructed, i.e. the landing page is constructed
on the same grid with blocks that vary according to the type of
contents to be communicated. Any new block will be created Numbers for info and numbers
following the rules and stylistic features used on the online website.
The template provided clarifies the rules for the header that will
lose the browsing menu and shows a form at the bottom. This is Gallery
done so as not to distract the user with further pages and increase
conversion.
Landing_pages_template.PSD
Banner with photo and completely
formatted text block
Gallery
LAYERS
The entire file has been organised

Slider with specifications with completely
into renamed levels, so that each
formatted photo and text box
element can be called up and
modified. The texts have all been
formatted in Gotham and are
ready to receive the contents. Contact form that can
New blocks can be created if be personalised
required.
Footer
Pag. 108 Pag. 109

Photography
General, neutral product photograph in setting
Pag. 110 Pag. 111

PHOTOGRAPHIC USE
Photographic use has a choice of REAL LIFE photos. These

are well-lit, clean photos that have been closely researched
for their composition and clarity, with a focus on subjects and
a use of clearly visible fields of focus.
The images must be taken during moments of life and work

to give the idea of a real not a staged shot with warm, main
colours.
HOW TO WARM UP YOUR PHOTOS
In the event of shots in cold tones to be modified, use

Photoshop to balance the colour. CYAN will need to be
moved towards RED and BLUE towards YELLOW.
Ciano
Cyan Rosso
Red
Magenta Verde
Green
Yellow
Giallo Blue
Blu
WARM COLOURS IN THE PHOTOS (some samples)
Examples of (warm) colours sampled from the photos
Pag. 112 Pag. 113

Pag. 114 Pag. 115
Pag. 116 Pag. 117
Pag. 118 Pag. 119
PRODUCT PHOTOS PHOTOS OF PRODUCT DETAIL
Product photos are made following a pattern that In addition to full-length shots of the product, prepare a shoot that highlights the
enables 4 essential photos to be produced for each product design features with some macro lenses focusing on the control sections,
product. associated devices, functions and ease of use.
-3/4 Perspective (for presentations, mock-ups, It's better to take these shots against neutral, but not white backgrounds to maintain a
covers, social media) more natural feature (less contrived).
- Flat front view (perfect for photo-montage)
- Flat side view (perfect for photo-montage) The creation of technical material, as in the example on the right, lends itself to being
- Front and Side views together (they create a used for communications concerning the technical details of the products.
three-dimensional view of the product and help
assess its size).
In addition, also insert changes of state, e.g.

rotasting the part of the machine body when
present in the product.
Pag. 120 Pag. 121

PRESENTATION MATERIAL
The vector POWERPOINT files (PPTX) and slides (SVG) of the

presentation template are available to download. The link for the
editable CANVA model is also available.

Digital presentation template

Templates ready for PPTX presentations
Pag. 122 Pag. 123

POWERPOINT PRESENTATION
A presentation has been designed with export into SVG

and PPTX for PowerPoint.
20 ready-to-use or modify slides according to
requirements to rapidly create consistent, incisive
presentations. images and texts must not be moved,
Use the slides drawn in the template as much but can be reused to construct new
as possible. If you create new slides, keep the slides as required.
same formatting for the texts (titles, subtitles and
paragraphs).
Only use the colours in the colour palette in these
guidelines (pag. 44) for the texts and graphics and only
use warm photos according to the guidelines (pag. 110). Titles, subtitles and paragraphs have
all been pre-formatted according to
the rules and are ready to receive
20 Slides that can be modified and duplicated
the contents:
Title - 80pt Gotham BOLD
PPTX for PowerPoint
Subtitle - 35pt Gotham BOLD
Paragraphs - 20pt Gotham Book
SVG export for presentation using A.I.
Images can be replaced in the pre-

positioned boxes or inserted from
scratch as you wish.
They should display the disclaimers at the foot of the page or on the
last slide, depending on the contents and the public the presentation is
intended for.
You can find all the disclaimers on Pag. 169
Pag. 124 Pag. 125

POWERPOINT PRESENTATION - OTHER EXAMPLES OF AVAILABLE SLIDES
Pag. 126 Pag. 127

A4 BROCHURE MATERIAL
The Indesign (INDD - IDML) package is available to download to

achieve a professional layout for a product brochure.

Printed brochure template

A smooth, professional layout for revolutionary products
Pag. 128 Pag. 129

PRODUCT BROCHURE
Brochures (publications with several pages) contain important

information about products, services, technologies, clinical or
corporate applications.
The brochure format is A4 (210 x 297 mm - 8.267 x 11.692 inches).
The brochure template consists of a wide, open composition of

well-lit photos and texts with neat, formal formatting of titles and
paragraphs.
It has been studied to provide different page layouts for different

requirements in both ultrasound and MRI.
The entire layout has the new, most used colours (Dark Grey, Red
Esaote2024) for elements such as the product logo and small
graphic elements.
The format also brings the neat, bright cover to the foreground with
the Esaote logo and the product.
Template based on MyLabx8 that can be modified
Indesign (Version CC 2023 + IDML file)
Complete package with Fonts and Links
Professional layout grid for new pages
Pag. 130 Pag. 131

PRODUCT BROCHURE - INSIDE PAGES
Professional grid to align photos and texts.
Below are a few examples of pages that can be found inside the document. Some page layouts are also available with different Consistently follow the alignments according
configurations according to the focus of the photo, to enable the best possible composition to be chosen without losing the beauty and to the pre-set layout pages.
focus of the photo alongside.
MyLabTMx8 MyLabTMx8
Top-class medical
MyLabTMx8
Limitless ultrasound imaging
imaging visualization Titles, subtitles and paragraphs have all been
Collaborating with Barco to equip its premium platform, Esaote demonstrates its Experience pre-formatted according to precise rules and
product to be of the utmost quality. MyLab™X90 embeds an exclusive Led monitor
Intelligent in image quality
developed by Barco and optimised for this platform. Dual-Layer LCD technology,
fast response rate and viewing angles with higher stability over time. Imaging are ready to receive the contents:
Optimal Customizable
The high-quality Barco Eonis display
presents sharp, bright images with high
Title - 30pt Gotham Light
Subtitle - 16pt Gotham Bold
A simple image can make the difference in treating your patients; contrast and a wide viewing angle.
gestures working workstation Esaote is therefore committed now more than ever to providing you Eonis uses the latest advancements in
environment with the ultimate technologies in ultrasound imaging. MyLab™X90 LED backlight technology, ensuring a
Paragraphs - 11pt Gotham Light

is Esaote’s premium ultrasound platform, designed to deliver out- higher brightness that can be main-
standing image quality and advanced clinical solutions. Bridging the tained over a longer period of time.
When research is oriented towards the evolution With its extensive As a premium platform, MyLab™X90 has
of products and solutions for the continuous
improvement of diagnosis in terms of imaging and touchscreen, MyLab™X90 MyLab™X90 embeds an been designed for all with MyLab™X90,
EXPLORINGTHEINSIDE. technological potential and exploring unexplored
is setting a new standard exclusive light sensor for
automatic optimization of
expectations
ergonomics.
in terms of The display’s unique front consistency
sensor ensures fast power-up and con -
horizons, the result is pure innovation.
platform management, brightness to the scanning tinuous luminance stability. Broaden
Different sizes of probe
enabling intuitive real- environment, while the Opti- your horizons with Full screen capability
time control of several Light feature is backlit for and Extended Field of View modality.
the endocavity and convex
parameters such as depth, real-time lighting, providing
or linear probes can be
zoom, sample gate, replay invaluable comfort in
placed on two lateral rails.
of cineloop or even certain everyday use, depending on
An integrated gel warmer
measurements using only conditions in the scanning
can be added to the rail
room.
with the choice of two
temperature settings to
improve patient comfort. iQProbe active technol -
23.8” Full HD High Dynamic Range Monitor The high-quality articulating robe, for a stress-free c
arm and its friction experience, high sen ng
Dual-Layer technology
mechanism offer the option
The template has been configured using

Contrast resolution ratio x 40* Crystal Technology al
of lifting the monitor easily,
Higher sensitivity in brightness and color keeping it in the optimum spatial and contrast o
position chosen, and locking achieve top-level imag q y
Indesign with a grid and certain elements

Long lifespan and stability
it during transportation.
in master pages and enables the use of a

completely professional layout programme
MyLabTMx8 MyLabTMx8 MyLabTMx8 MyLabTMx8
that includes automatic styles of letters and
Augmented Insight™: the Research & Development department at Esaote according to a multidisciplinary approach,
across different modalities such as Ultrasound, MRI and Ebit. Based on data-driven machine
numerals. It has all been pre-formatted.
MyLabTMx8
Esaote intelligent solutions
Large
EasyMode* & procedures, measurements or lesions analysis
EasyColor*
At the service
Broad
Broad
Left Ventricule - Volumetric model of the
left function with XStrain4D
See master page

Detect AutoOB Breast Mass Analyser Automatic Plan recognition
probe
40+ imaging optimization
parameters adjusted in 3
of the image
See letter styles
swipes.
“ONE-TOUCH” IMAGE OPTIMIZATION

Musculoskeletal - Evolution of the Urology - Prostate biopsy with Virtual Navigator fusion imaging 3D
connectivity
connectivity
portfolio
THROUGH INTELLIGENT REAL-TIME
ALGORITHMS Automatic contouring of thyroid and Automatic proposals for fetal biometric BMA: Automatic proposal of breast lesion Automatic biometric plan recognition for
breast lesions in suspicious areas measurements fetal measurements
options
options
Esaote has completely reinvented suggested (ROI) by the physicians interest (ROI)
ultrasound exam optimization. easyMode
E S A O T E H E A LT H C A R E
and easyColor adapt and respond to user AutoEF UroFusion XStrain™ LV BreastNav™ MRI
needs. So physicians and sonographers no
2023-06
2023-06
longer need to struggle with the system

Thyroid - Lesion with ElaXto Liver - Contrast session with CnTI™ and
technology and its processes. exploration of up to 24MHz QPack
Esaote iQProbes meet gold quality standards, offering state-of-
Unique technology to simplify the
the-art technology for a large range of applications:
ultrasound image optimization:
In a fast-changing world,
In a fast-changing
when the value
world,
of information
when the value
is of information is
increased by the possibility
increased of by
sharing
the possibility
it, the highest
of sharing
level of
it, the highest level of
Superb imaging outcome
clinical data management
clinicalmust
data be
management
available tomust
meetbe
today’s
available to meet today’s
Lightweight, appleprobe ergonomics
Automatic Ejection fraction assessment of Automatic segmentation of the prostate Automatic assessment of global Automatic segmentation of the breast MRI medical needs. The worldwide
medical needs.
medical
The
imaging
worldwide
community
medical has
imaging community has
the left ventricle MRI/US, followed by autoregistration of longitudinal strain in the left ventricle and real-time fusion based on an adaptive
Higher productivity Reduced musculoskeletal strain of up to 70% entered a new era of communications
entered a new era
opportunities.
of communications opportunities.
Kidney - Tissue perfusion visualisation with microV Liver - CPI with color Doppler Carotid - Real-time measurement of the both modalities for targeted biopsies 3D model
Intima Media with QIMT
Reduced work-related musculoskele-
tal disorders for operators
Based on Windows®Based
10, these
on Windows®
developments
10, these
enabledevelopments
imaging enable imaging
Reduced number of image controls professionals to reach
professionals
diagnoses
to more
reach effectively
diagnoses and
more effectively and
14
*patent pending
Cardiac - Zero-click EF measurement with Cardiac - Zero-click strain evaluation with Uterus - XLight 3D/4D exploration Breast - Accurate multimodality diagnosis with Follow Up and BodyMap
Pag. 132 Pag. 133

Trade fairs and congresses
The rules for the correct exhibition space
Pag. 134 Pag. 135

TRADE FAIRS, EXHIBITIONS AND CONGRESSES TRADE FAIRS AND EXHIBITIONS
All the most important aspects We plan the amount of colour to use in the overall exhibition spaces, i.e. the total perception of colour spread between the structure,
created in the guidelines will be graphics and products in the exhibition area.
followed at trade fair exhibitions.
The printed and oversized logo Dark shades are kept for tiny elements to contrast
must respect the safe areas given, with white and for the floorings. White is even more predominant
and the use of colours against a compared to the first circle of
light background is preferable. colours we have seen previously
in these guidelines, as it takes into
Colours will be important on account the structure, which must be
the stand and here is the official very bright.
colour palette, from which the . Structure
old "Red Esaote2016" has been . Supplies
removed in favour of the two . Free-standing elements/desk
brighter, fuller shades.
Red Esaote2024:
For walls, backgrounds or uses in
large quantities
Red Esaote PURE:
For sporadic and detailed uses
Red Esaote2024
#cd0000
The second colour alongside white, which
R205 G0 B0
the user must be aware of, is the Red
C15 M100 Y100 K0
Esaote 2024.
. Minor structural elements
. Illuminated and non-illuminated signage
BLACK DARK Grey WHITE LIGHT Grey

#000000 #282828 #ffffff #ececec
R00 G00 B00 R40 G40 B40 R255 G255 B255 R236 G236 B236
C91 M79 Y62 K67 C72 M63 Y58 K73 C00 M00 Y00 K00 C9 M6 Y7 K00
Pag. 136 Pag. 137

GRAPHIC STYLISTIC FEATURES TO FOLLOW FOR STANDS
The rendering proposed here is not meant to be the finished structure of the brand, but more a clear idea of the stylistic features to follow. A large,
fine-lined logo high up (lit or not, depending on feasibility on the structure), white stand walls with square volumes, perpendicular structural
elements running parallel with each other.
A sign with a coloured version

of the horizontal logo for
maximum recognisability,
especially in the early months
after the rebranding (non-
illiminated draft shown here).
Use of pattern for backgrounds
Construction of the logo as an aesthetic

element to fully explain the brand change.
the main stand wall can be used for led walls,

graphic insertions or specific messages. Photographic use according to the
guidelines for oversized images.
Pag. 138 Pag. 139

ARABHEALTH 2024 STAND
Below are the stand renderings designed by the Rezzonico.design studio for the
trade fair, ARABHEALTH 2024, which show all the rules and graphic and visual
stylistic features in practice.
Pag. 140 Pag. 141

LARGE ILLUMINATED SIGNS
The sign is the initial expression of the brand and a correct reproduction of the font and colour, together with an excellent choice of style
and materials, is fundamental in the branding process. The strong focus on achieving high quality standards is also shown by complying
with the guidelines to give the brand its identity.
The illuminated signs are designed using the single colour RED Esaote2024, so the reader does not make a mistake when reading. Any
white, backlit letters would create a light that would exclude the pictogram when reading the name Esaote. As the box-type structure is DAYTIME EFFECT
very fine, it is only possible over 3 metres in length, below which an oval boxed structure or a box-type outline against a white background
can be used. Fine box-type effect of complete
logo, measuring approximately 5-6
How to create box-type letters in direct light using a led light system metres by day, LEDS switched off
Front view of the methacrylate letters in direct light with digital print (colour), aluminium or black, polished, sheet metal box.
FINE BOX-TYPE LOGO
This box-type version enables the logo to be made without having to create larger shapes. It can be built starting from 3 metres and is
perfect for stand names or on company buildings.
NIGHTTIME EFFECT
Fine box-type effect of complete

logo, measuring approximately 5-6
metres by night, LEDS SWITCHED ON
From 3000 mm or more
Pag. 142 Pag. 143

MEDIUM/SMALL ILLUMINATED SIGNS
PRECUT METHACRYLATE LOGO
To be made thicker than the layer

in which it is recessed.
From 2000mm down
Signs measuring less than 2000mm will have to be

constructed as an illuminated, perforated box with PANEL WITH LIGHTS
raised / inlaid graphics.
The first layer must contain the
The illuminated, perforated box with slightly raised lighting system.
or inlaid graphic methacrylate block is made using
a metal or perforated plastic front.
The graphics (Esaote) are illuminated on the sides
with non-translucent adhesives.
The entire word in block methacrylate is made with
individual elements jointed together and fixed on PRECUT METHACRYLATE LOGO
to the front using silicone and/or polyurethane
adhesives. The greater thickness guarantees the letters will protrude from the second
layer and backlight the logo via its methacrylate sides. The material on the
The clear construction diagram on the following PRECUT PANEL front can then be printed or masked with vinyl film. We recommend the
page shows the layers. AVERY TRANSLUCENT 4509 CARDINAL RED FILM for the Red Esaote2024.
This is the second layer and serves
to encase the methacrylate logo
and act as background to spread
the light.
Pag. 144 Pag. 145

SOCIAL MEDIA MATERIAL
The Photoshop files (PSD) are available to

download to create social media posts.

Social Media Template

It's time to be human
Pag. 146 Pag. 147

SOCIAL MEDIA TEMPLATE SOCIAL MEDIA TEMPLATE
The social media template is essential in order to Titles, subtitles and paragraphs have all been
maintain a consistent look for all posts, including pre-formatted according to the rules and are
multi-channel posts. A change in social media ready to receive the contents:
channels may involve a change in communication Title - 30-40pt Gotham BOLD
style, although not in certain elements e.g. safe areas, Subtitle - 18pt Gotham BOOK
colours and fonts. Paragraphs - 10pt Gotham BOOK
The templates have been constructed using As in the photographic mockups, we have
Photoshop with a Pixel grid and will be available in identified the useful areas to place the logos,
the guideline work files. the 2 special areas at the bottom on the right
or left depending on the composition.
The tinted logo is used on social media to increase Mandatory use of the logo with tint for social
the emotional content and social component of the media.
posts. Its position is marked on the template with two
special areas at the bottom. The grid is based on an 80pz diagram for the
margins, inside which logos or text elements
The logo at the bottom can be omitted if the must not be inserted.
graphics include one or more of Esaote's larger logos
compared to those inserted in the template (example There will also be an additional 40px x 40 px
on page 149.). internal grid to help align the elements to
create neat compositions.
Modifiable file in PSD
Basic template + ready-to-use templates
Format 1A1 + 16:9
Use of the tint
Red Esaote2016 Red Esaote2024 PURE Red

#a81c22 #cd0000 #ff0000
R168 G28 B34 R205 G0 B0 R255 G00 B00
C23 M99 Y89 K17 C15 M100 Y100 K0 C00 M95 Y91 K00
Pag. 148 Pag. 149

TEMPLATE-CREATED POSTS TEMPLATE-CREATED POSTS
Pag. 150 Pag. 151

TEMPLATE-CREATED POSTS TEMPLATE-CREATED POSTS
Pag. 152 Pag. 153

WALLPAINT MATERIAL (To adapt to your own offices)
Files to construct wallpaints (AI - PDF) are available to

download.

Office Branding
How to brand office spaces
Pag. 154 Pag. 155

OFFICE WALL NAMES ON THE DOORS
The pre-spaced name and role of the Gotham Bold 40pt

The use of images on adhesive paper or window decals, as well as new materials showing the Esaote story, has enabled us to model the person in the office are shown in black on
space occupied by our offices so it reflects our company and creates the effect of a work environment, which expresses our company and the white-painted office doors.
encourages those working for and with us to live and breathe a more pleasurable, more stimulating spirit of renewal.
Our office branding is, therefore, not only to strengthen our corporate identity, but also to turn the working environment into a great place
in which to live. However, a successful brand identity requires not only snappy graphics and clear guidelines, but also consistent, constant
application in all areas. This is why we have collected some examples in this chapter of everything that has recently been produced and
that Esaote and its subsidiaries can use wherever possible.
ENTRANCE WALLS
Adhesive paper applied to the wall of the Esaote office entrance displays the institutional image and Below are a few examples of walls bearing some key corporate messages. The graphics are on adhesive paper applied to the wall: the
contains the methacrylate Esaote logo. shade of white of the paper should be the same as the shade used for the wall.
One of the top ten world’s leading diagnostic imaging companies

3 R&D Centers
Genoa, Florence, Maastricht
Main European manufacturer of

Diagnostic Ultrasound scanners 3 Production Sites
Genoa, Florence, Maastricht
World leader in Dedicated MRI
1248 employers
IT Solutions for Healcare: leading Of which more than 50% abroad
position in Italy, expanding its
presence in other country
14 Branches
United states, Brazil, Argentina, Spain,
Today Esaote is widening its area of expertise from France, Benelux, United Kingdom, Germany,
Russia, India, China, Hong Kong
diagnostic and prevention to theatment and follow-up, thus
strengthening its position also in interventional sector
80 Local Distributors
Pag. 156 Pag. 157

PRESPACED - MEETING ROOMS
Gotham Bold 15pt
The name of the room is pre-spaced in
white on the meeting room doors (if made
PRESPACED WINDOW DECALS
of glass) The room names on the doors
should be aligned with the handle.
The windows can be covered with pre-spaced
adhesive decals. These window decals recall a wave
(or "swoosh") to represent not only dynamism and
movement, but also the typical sound wave of the
medical ultrasound technique.
The window decal is white.

OTHER GRAPHICS FOR OFFICES
The white, pre-spaced "wave" pattern should be
Adhesive paper applicable in Esaote offices placed on the front of the window. The film with
a frosted effect can be applied on the back of the
window.
Mission Vision Values

Our Mission. Complexity is simple. Our Vision. More in less. Teamwork
Commitment
We aim at bringing in the world our unique We see a future in which highly accurate diagnosis Integrity
vision and values by combining advanced and treatment will be done with our simple but Results
software with ultrasound and MRI devices to powerful medical devices as the primary choice for Customer focus
take the most from images, delivering to supporting patient care.
professionals the best tools to take decisions
for optimal care.
Pag. 158 Pag. 159

Rules for the use of material
subject to Esaote copyright
The following rules regulate the use of registered trademarks, product trademarks, logos, trade dress and much more.
Pag. 160 Pag. 161

1
The Trademarks and Materials protected by Copyright are owned exclusively by Esaote. Only Esaote can authorise their use
and set out each time the terms and conditions, procedures, geographic area and limits of that authorisation. For that purpose,
these Regulations may be referred to and opportunely integrated at the time of authorisation and/or in any contractual
agreements entered into.
2
If you intend to use the Esaote Trademarks and Materials protected by Copyright, you will have to send a request for
authorisation to Esaote's Communication and External Relations Office at the e-mail address communications@Esaote.com,
with your data and the form you can download from the website www.Esaote.com, duly completed in every part. Esaote will
acknowledge receipt within 30 working days from receipt of your request. If the above term is not complied with, Esaote's
lack of response may be interpreted as its assent to the use of the Trademarks and/or Materials protected by Copyright. This
Rules
is without prejudice to any different request procedures and relevant authorisation drawn up in any specific, contractual
agreements.
3
If you intend to use the Trademarks and/or Materials protected by Copyright not only in printed and/or interactive materials
The Trademarks and Materials protected by Copyright are major assets. Applying precise rules for their use helps us protect the value of regarding publications, seminars and/or conferences, but also in any commercial or professional activity, you may do so
our assets and strengthens the identity of our Group. This is why we have drawn up these Regulations, which all those who operate on subject to Esaote's prior authorisation and in compliance with the specific directive and/or instructions provided by Esaote.
behalf of and with Esaote must comply with. Under no circumstance may those Trademarks and/or Materials protected by Copyright be used in conflict with the strategies,
values and institutional purposes of the Esaote Group or in such a way as to prejudice its image and reputation.
The following rules regulate the use not only of the registered trademarks, product trademarks, logos, trade dress, service trademarks,
symbols and/or commercial names owned by Esaote S.p.A. and/or its subsidiaries (hereinafter "Trademarks"), but also of informational
and promotional contents regarding Esaote and/or its products, publications, images of Esaote products and machinery, photographs,
web contents, software and any other creative invention belonging to Esaote S.p.A. and/or its subsidiaries (hereinafter "Materials
4
protected by Copyright"). For any type of question regarding these Regulations and for any request regarding the use of the Trademarks and/or
Materials protected by Copyright, please send your request to Esaote's Communication and External Relations Office to the
These rules apply to the licensees with rights to use the Trademarks and/or Materials protected by Copyright, including not only e-mail address communications@Esaote.com.
authorised suppliers, distributors and/or agents, but also health professionals and operators and any third party that intends to use the
Trademarks and Materials protected by Copyright for any purpose whatsoever.
5
The duration and geographical area for the right to use the Trademarks and/or Materials protected by Copyright are
established at the time of authorisation, with the termination of every right of use after the term has expired, except in the
event of suspension, cancellation, expiry or termination for breach of the applicable laws, of these Regulations and/or of
specific regulations and/or contracts entered into with Esaote.
Pag. 162 Pag. 163

11 Unless otherwise established in specific agreements and/or regulations undersigned with Esaote, you are not permitted to:
• use or register, in whole or in part, even via a third party, the Trademarks for your own company names and/or your own
product and/or service names;
6
The Trademarks and/or Materials protected by Copyright must be used in the shapes, dimensions, graphic design and
colours specifically established in the agreements or regulations signed with Esaote or by the latter indicated at the time of • use the Trademarks or any other abbreviation of the Trademarks as your own domain name or as part of your own domain
authorisation. name;
• use the Trademarks as meta tags for your own web pages;
• use the Trademarks as names and/or verbs and not as adjectives;
7
If you are an Esaote agent or distributor, you must always indicate the position you hold when you use the Trademarks and/or
Materials protected by Copyright. E.g.: "Authorised Distributor", "Authorised Agent". • use the Trademarks in the plural or possessive form or abbreviate or create acronyms outside the Trademarks;
• register under your own name, or via a third party, trademarks or domain names that incorporate words, letters, spellings,
signs or colours that feature in the Trademarks, or any other trademark or domain name that can be confused with them,
inspired by them or derived from them in any way;
8
Each time you use the Trademarks and/or Materials protected by Copyright, you must always insert and keep all the symbols
(™. ®, ecc.) and the mentions (E.g. "Esaote is a registered trademasrk of Esaote S.p.A.") regarding Esaote's rights of intellectual • portray, depict, promote together with the Trademarks, any trademarks that may refer to competitors and/or products
and industrial property. produced by Esaote's competitors unless authorised by Esaote;
• make any type of variation, addition or graphic, chromatic or type modification to the Trademarks and/or Materials protected
by Copyright or use them in connection, as a match or together with other trademarks, name words, signs, symbols or colours
9
If you use the Trademarks and/or Materials protected by Copyright on your websites, you must display the caption "Unofficial without Esaote's prior written approval
website -for further information please visit the website www.Esaote.com” on every web page displaying those Trademarks
and/or Materials protected by Copyright. • use the Esaote logo and, more generally speaking, the Trademarks asnd Materials protected by Copyright in connection
with websites, products, packagings, manuals, advertising and promotional material or for any other purpose unless expressly
authorised.
• use the Trademarks and/or Materials protected by Copyright that lead to the belief in the existence of a relationship with
10
All the information and contents published on the Esaote websites and themed channels are protected by copyright and by the
Esaote other than what effectively exists;
laws protecting intellectual and industrial property. Esaote S.p.A. authorises the use of the information and contents published
on its websites only with the procedures, for the purposes and within the limits of what is indicated in the respective "Terms
• use the Trademarks and/or Materials protected by Copyright in order to discredit Esaote, its subsidiaries, its products or
and Conditions of Use" for each website, which can be waived - in line with the provisions of these Regulations - only with
services (e.g. false advertising, false / misleading promotional materials, etc.);
Esaote's explicit authorisation.
• use the Trademarks and/or Materials protected by Copyright to deceive the public;
• sub-allocate and/or transfer to third parties the right to use the Trademarks and/or Materials protected by Copyright granted
by Esaote;
Pag. 164 Pag. 165

12
Esaote can, at any time, directly or via third parties, conduct checks to ascertain the correct use of the Trademarks and/or
Materials protected by Copyright.
Registered trademarks
Official Definitions and Registered Trademarks for use inside Esaote material and digital contents (Reference Document)
13
Any forgery, or, more generally speaking, any fact or act by third parties that may constitute a real or feared breach of Esaote's - 3D eWave - graphics with “e of Esaote” (regarding - Needle Enhancement - graphics with “e of Esaote” in the
rights over the Trademarks and/or Materials protected by Copyright, must be notified to Esaote, in the same way as any QElaXto) word "enhancement"
dispute, claim or caution regarding the use of the Trademarks and/or Materials protected by Copyright. - 3D Pan - eTouch - graphics with “e of Esaote”
- appleprobe - eXP (MyLab™Eight eXP) - same graphics with “e of
- ADA (Automatic Doppler Angle) Esaote” as for MRI
- AutoEF - FleX
14
Esaote reserves the right to take every opportune action and to take every legal action permitted by law against whoever - AutomaticRegistration (for Virtual Navigator) - FWI
uses the Trademarks and/or Materials protected by Copyright without Esaote's prior authorisation, in contrast with these - AutoNT - Intelligent Positioning
Regulations and/or further specific directives provided by Esaote and in breach of the applicable provisions of law. The use of - B-Mode - iQProbe
the Trademarks by any unauthorised individual or in non-compliance with the terms and conditions of the authorisation will be - BodyCamera (for BodyMap) - microV
prosecuted by Esaote according to the national and international provisions protecting intellectual and industrial property. - BodyMap - M-Mode
- CFI - MultiView
- CFM - MView
- CMM - MyLab™
- CnTI™ - MyLabRemote
15
In the event of unauthorised and/or non-compliant use of the Trademarks and/or Materials protected by Copyright, you must - CPI - MyLab™SYSTEMNAME (written with “™” and with the
immediately stop using them, destroy all material containing the Trademarks and/or Materials protected by Copyright in your - CrystaLine system name attached (no spaces); e.g,: MyLab™Twice; see
possession and stop every activity considered harmful to Esaote's rights. - CW ANNEX for further details regarding system names)
- DIR XFlow - MyLibrary
- eDesign - graphics with “e of Esaote” (dedicated red - NNE
logo) - QIMT or RFQIMT (equivalent)
16
Esaote reserves the right to amend, integrate or update these Regulations at any time and without being obliged to give prior - eHD - graphics with “e of Esaote” - QAS or RFQAS (equivalent)
warning. - eKnob - graphics with “e of Esaote” - QDP
- ElaXto - QDP DIR
- eMPowered - graphics with “e of Esaote” (dedicated blue - QElaXto
logo) - PW
- eProduct - graphics with “e of Esaote” (dedicated green - PWR D
logo) - ShockPoint (for QElaXto)
Pag. 166 Pag. 167

Disclaimer rules
- SmarTouch - MyLab™50XVision
- SView - MyLab™60
- TEI™ - MyLab™70XVG
- TMI - MyLab™70XVision
- TPI - MyLab™Alpha
- TPView - MyLab™Class C (NB: this is written with a space between
- TSI “Class” and “C”) The following disclaimers should be added to commercial material (brochures, web, promos, etc.) including the pages of social media
- TV - MyLab™Class C (NB: this is written with a space between profiles and websites (written and positioned as shown in the examples in this manual) whenever the technology, product, instrument,
- TVM “Class” and “C”) procedure or applcation to which they refer are mentioned.
- UltraNeuroNav - MyLab™Delta (only for VET)
- Confidential. Restricted use. Do not copy or distribute. Property of Esaote © 2024 (and in future)
- View Finder - MyLab™Eight - All the information on products, technologies and Esaote's activities contained in this section are intended for health operators.
- Virtual Biopsy - MyLab™Eight eXP - Technology and specifications depend on the configuration/system.
- Virtual Navigator - MyLab™FIVE - Specifications subject to modifications without prior warning. The information could refer to products or procedures not yet approved
- VirtualPointer - MyLab™One in all countries. The product images are for illustrative purposes only. For further information, please contact your Esaote sales
- VPan - MyLab™Sat representative.
- VRA - MyLab™Seven - Do not use the MyLabRemote App if your iPad or iPhone has been subjected to the jailbreak procedure.
- X3D/X4D - MyLab™Six - iPad™, iPad Air™ and iPhone™ are registered trademarks of Apple Inc.
- XFlow - MyLab™Touch - CnTI™: by order of the Food and Drug Administration, the use of contrast agents in the United States is permitted only for left ventricle
- XLight - MyLab™Twice opacification and to enhance visibility of focal liver lesions.
- The visualisation only software MyLab™Desk is not intended to be used for official diagnostic purposes. For further information, please
- XHF - MyLab™Twice eHD CrystaLine
contact your Esaote sales representative.
- XSTIC - MyLabVinco™ (in MyLabVinco the entire name is marked - Astraia is a registered trademark of Astraia Software GmbH.
- XStrain™ with “™”) - eTRAX, virtuTRAX and omniTRAX are registered trademarks of Civco Medical Solutions.
- XStrain4D (written without“™” with 4D indication - Windows® is a registered trademark of Microsoft Corporation.
attached - without spacing) ANNEX 2 - Messages of thanks: - Hologic ATEC is a registered trademark of Hologic Inc.
- XView - Classic Stepper is a registered trademark of Civco Medical Solutions.
- XView+ - Thank you for considering Esaote. We listen to your
needs and work every day to provide the most advanced When a medical device requires promotion before it has obtained
ANNEX 1 - System Names: technologies and the most innovative design for you to - the CE mark, it must bear the following disclaimer:
excel in patient care.
DEVICE NAME has not yet obtained the CE mark and therefore cannot be sold or coimmissioned. As the CE mark is the first certification
- MyLab™20Plus
to be obtained, when it is as yet unavailable, also add the following disclaimer: Not available for sale in any country.
- MyLab™25Gold - (ONLY FOR PROMOS/ADVERTISING ON “EVO”) - the FDA authorisation must show the following disclaimer:
- MyLab™30Gold Thank you for your trust in Esaote. We listen to your "DEVICE NAME" still awaiting 510(k) FDA. Not available for sale in the United States.
- MyLab™40 needs and work every day to provide the most advanced
- MyLab™40 Blue Edition technologies and the most innovative design for you to
- MyLab™50Gold V excel in patient care.
Pag. 168 Pag. 169

Contacts
Esaote SPA - VAT IT05131180969
CENTRAL OFFICE IN GENOA

Via E. Melen, 77 - 16152 Genoa - Italy
Tel. +39 010 65471
Esaote@pec.Esaote.com
OFFICE IN GENOA
Via Multedo di Pegli, 2E - 16155 Genoa - Italy
Tel. +39 010 6547900
OFFICE IN FLORENCE
Via di Caciolle, 15 - 50127 Florence - Italy
Tel. +39 055 42291
The contents of this manual, prepared and produced by
www.Esaote.com KOMlab, have been provided by the Esaote Group.
For information: communications@Esaote.com
Genoa, 2024
Pag. 170 Pag. 171

Esaote S.p.A. - sole-shareholder company Please visit us online
for more information
Via Enrico Melen 77, 16152 Genoa, ITALY, Tel. +39 010 6547 1, Fax +39 010 6547 275, info@esaote.com www.esaote.com
Windows® is a registered trademark of Microsoft Corporation. MyLab™ is a trademark of Esaote S.p.A. CnTI™: The use of Contrast Agents in the USA is limited by FDA to the left ventricle
opacification and to characterization of focal liver lesions. MyLab™Desk SW suite is not intended or provided for an official diagnostic interpretation. The technology and features are system/
configuration dependent. Specifications are subject to change without notice. Information might refer to products or modalities not yet approved in all countries. Product images are for
illustrative purposes only. For further details, please contact your Esaote sales representative.
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Brand Identity

Reasons for the

Video Motion Graphics

Accessibility Exclusivity REALISTIC ARTIFACT

ESTJ - DIRECTOR (ISTJ) = Extroverted - Sensing - Thinking - Judging)

PLANNING (Judging) FLEXIBILITY (Perception)

REASON (Sensing) FEELING (Intuition)

PRAGMATISM (Thinking) ENTHUSIASM (Feeling)

PLANNING (Judging) FLEXIBILITY (Perception) Assertive Humble

The logo is available to download in RGB and CMYX in vector file

Click here if you're using the digital version

If you are using the printed guidelines, scan the QR code

Complete colour palette on pag. 44

1996 (Payoff filed on 09/09/1998) 2008 (filed on 17/09/2008)

2001 (payoff colour and lettering changed) 2011

Development of the tints in the logo

Red Esaote2016 Red Esaote2024 PURE Red

Complete colour palette on pag. 44

Only the monochrome logo can be used

Lorem ipsum dolor sit amet,

BLACK WHITE LIGHT Grey

Click here if you're using the digital version

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Raleway is an elegant sans-serif typeface family.

FONT TYPE: Commercial use under licence

This font must be used as the main lettertype

Gotham is a solid, concrete, functional, yet at the

FONT TYPE: SIL open font licence

Created by the designer, Steve Matteson, already known

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Product writing rules

Raleway Bold up Raleway Bold Raleway Bold UP

Raleway Regular up Raleway Bold up Raleway Bold up

*•scan range Raleway Bold UP Raleway Regular up APICE

Esaote Dedicated MRI

consists of BOLD UP + REGULAR,

with a Red Esaote2024 insert on

Product name MyLab™9 Platform: Unprecedented

Product name in text MyLab™9 Platform, Esaote's new ultrasound system

MyLab™9 eXP and MyLab™9 guarantee

The logos of subsidiaries, collaborators and

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Construction of subsidiaries' logos

north america latinoamerica Microsoft JhengHei

The logos of services, collaborators and divisions can

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Other applications of the pictogram

The basic files of icons already created in vector files

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The icons will have to be created according to these

Use the black icons with red inserts on light backgrounds

The pattern tiles are available to download

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The Esaote pattern for its trademark has been

Files to construct desk documents (IND - AI - PDF -

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Stationary and Offline Banners

Do not modify the graphics as they are ready