You are on page 1of 49

Novartis Brand Essentials

Most important aspects of the Novartis corporate brand design at a glance April 2012
Update Content reflects ECN approved corporate brand updates April 2012

Table of contents
The Novartis brand personality Core brand elements Novartis logo Internal logos Color Typography Imagery Core brand principles Primary white Core vertical Color/image balance The Novartis look and feel Specific media/topics Content pages Stationery Visuals (graphs, tables, maps, etc.) NBS website access NBS website and hotline NBS guidelines at a glance 3 11 15 19 22 26 29 32 39 42 44 46 47 48 49 50

2 | Novartis Brand Essentials | April 2012 | Business Use Only

The Novartis brand personality

3 | Novartis Brand Essentials | November 2010 | Business Use Only 3

Patients
are the center of our work.

4 | Novartis Brand Essentials | November 2010 | Business Use Only

Our purpose is to

care and cure.


5 | Novartis Brand Essentials | November 2010 | Business Use Only

We act openly and credibly.

responsibly,

6 | Novartis Brand Essentials | November 2010 | Business Use Only

Innovation
meets unmet needs.
7 | Novartis Brand Essentials | November 2010 | Business Use Only

Strong financial

performance
ensures our ability to care and cure.

8 | Novartis Brand Essentials | November 2010 | Business Use Only

Quality is part
of everything we do.

The Novartis brand personality

Focus

Essence

Themes

Style

For more information go to NBS The Novartis brand Brand personality


9 10 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis logos

10 11 | Novartis Brand Essentials | November 2010 | Business Use Only

Logos with descriptors to express growth areas of healthcare

logo/name for OTC pending

Two exceptions made due to specific market situation and overall company positioning. Future exceptions to be approved by ECN.

11 12 | Novartis Brand Essentials | November 2010 | Business Use Only

For more information go to NBS The Novartis brand Visual identity & logosy
13 | Novartis Brand Essentials | November 2010 | Business Use Only

Internal logos

14 | Novartis Brand Essentials | November 2010 | Business Use Only

Working on an internal project, campaign or event?

15 | Novartis Brand Essentials | November 2010 | Business Use Only

Use a textual reference instead of creating an internal logo.

16 | Novartis Brand Essentials | November 2010 | Business Use Only

Internal logos only for: Long-term, high-impact initiatives or events with clear benefit to Novartis business and/or reputation.

For more information view internal communications style guide on NBS The Novartis brand Visual identity & logos Logo guideline
17 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis color family

18 | Novartis Brand Essentials | November 2010 | Business Use Only

19 | Novartis Brand Essentials | November 2010 | Business Use Only

Brown White

Beige Dark Yellow

Red Maroon

20 | Novartis Brand Essentials | November 2010 | Business Use Only

Bright Yellow

Orange

Blue is reserved exclusively for the Novartis logo

For more information go to NBS The Novartis brand Visual identity & logos Core brand elements
21 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis fonts

22 | Novartis Brand Essentials | November 2010 | Business Use Only

News Gothic MT
Standard font for all print media

Sabon
For captions, call-outs and other decorative text

23 | Novartis Brand Essentials | November 2010 | Business Use Only

Arial
for electronic media

Verdana

for Internet and Intranet

For more information go to NBS The Novartis brand Visual identity & logos Core brand elements
24 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis image world

25 | Novartis Brand Essentials | November 2010 | Business Use Only

Focus on people

26 | Novartis Brand Essentials | November 2010 | Business Use Only

Warm colors and warm light

Out-of-focus background with simple pattern

For more information go to NBS The Novartis brand Visual identity & logos Image world overview 27 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis core brand principles

Primary white

28 | Novartis Brand Essentials | November 2010 | Business Use Only

The most important color is ...

29 | Novartis Brand Essentials | November 2010 | Business Use Only

... White. White should dominate all Novartis communications

For more information go to NBS The Novartis brand Visual identity & logos Core brand principles
30 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis core brand principles

Core vertical

31 | Novartis Brand Essentials | November 2010 | Business Use Only

32 | Novartis Brand Essentials | November 2010 | Business Use Only

A core vertical ...

33 | Novartis Brand Essentials | November 2010 | Business Use Only

... defines the layout ...

34 | Novartis Brand Essentials | November 2010 | Business Use Only

... directing the eye ...

35 | Novartis Brand Essentials | November 2010 | Business Use Only

... to the logo


36 | Novartis Brand Essentials | November 2010 | Business Use Only

For more information go to NBS The Novartis brand Visual identity & logos Core brand principles
37 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis core brand principles

Color/image balance

38 | Novartis Brand Essentials | November 2010 | Business Use Only

Color block

Image area
Always more dominant than color block

39 | Novartis Brand Essentials | November 2010 | Business Use Only

Color block

Image area
Always more dominant than color block

For more information go to NBS The Novartis brand Visual identity & logos Core brand principles
40 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis look and feel

41 | Novartis Brand Essentials | November 2010 | Business Use Only

Large airport poster

Internet

Brochure cover

Ad

Brochure content page

42 | Novartis Brand Essentials | November 2010 | Business Use Only

Specific media/topics

43 | Novartis Brand Essentials | November 2010 | Business Use Only

One design element only inside same publication


Brochure content pages: color block or color bar
Color block always next to image One color bar at top of page

For more information go to: NBS The Novartis brand Visual identity & logos Core brand principles
44

Red-marked areas are fixed


Stationery: letter/business card
Official logos

logo/name for OTC pending

For more information go to: NBS Guidelines and templates Print


45

Individual visuals must be in Novartis look and feel


Specific media/topics Visuals

For examples go to: NBS Guidelines and templates Print Charts & tables or maps
46

Agencies must register for Novartis Brand Service (NBS) website; Novartis associates login directly

Direct link for


Novartis associates

Sign-up for
externals

47

For any Novartis corporate brand related questions, refer to the Novartis Brand Service (NBS) website
For guidelines, templates,
images, logos, best practices and other corporate brandrelated information, visit the NBS website
www.novartisbrandservice.com

For questions and free


design reviews contact the NBS hotline
nbs@novartis.com +41 61 324 8899

48

All Novartis brand guidelines and templates are available on the NBS website

The Novartis brand


Core principles & elements style guide Quick checklist for applying Novartis corporate design Color/image balance specifications Novartis logo and name guideline Novartis brand architecture guideline Image world guideline Image world at a glance Illustrations guideline Photographer briefing Photographer agreement guide Internal communications style guide

Online media
Novartis intranet style guide Guideline application branding Video player guideline for Novartis websites Internet style guide Online writing guidelines Information architecture quick guide Information architecture Copyright and trademark rules How to create eNewsletters Novartis portal style guide

Video
Novartis video branding guideline Filmmaker agreement guide

Print
Print media style guide

Advertising
Novartis guidelines recruitment ads

Microsoft Office
PowerPoint quick start guide PPT user guide PPT addin quick guide conversion PPT fact sheet PPT design guideline PPT addin quick guide non-bulleted text PPT technical style guide Word templates user manual

Events & merchandising


Novartis congresses & events branding guideline Giveaways and merchandise hints and tips

Signage
Signage guidelines

49