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

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Patients
are the center of our work.

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Our purpose is to

care and cure.

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We act openly and credibly.

responsibly,

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Innovation
meets unmet needs.
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Strong financial

performance
ensures our ability to care and cure.

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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
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Internal logos

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Working on an internal project, campaign or event?

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Use a textual reference instead of creating an internal logo.

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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
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The Novartis color family

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Brown White

Beige Dark Yellow

Red Maroon

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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
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The Novartis fonts

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News Gothic MT
Standard font for all print media

Sabon
For captions, call-outs and other decorative text

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Arial
for electronic media

Verdana

for Internet and Intranet

For more information go to NBS The Novartis brand Visual identity & logos Core brand elements
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The Novartis image world

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Focus on people

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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

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The most important color is ...

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... White. White should dominate all Novartis communications

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

Core vertical

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A core vertical ...

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... defines the layout ...

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... directing the eye ...

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... to the logo

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 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

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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

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Specific media/topics

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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

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

Direct link for

Novartis associates

Sign-up for
externals

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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

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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

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