guidelines GSK by claudio romito

Literature

Most of us form our first impressions of the world from the way things look. That is why our visual identity must express our distinctive character and our culture, which plays a leading role in establishing our reputation in the minds of our customers. Our corporate identity guidelines will form the foundation of the GlaxoSmithKline brand communication strategy. There will be periodic updates but the underlying principles will remain the same. The guidelines show you how to use the various design elements within a set framework, to achieve visual consistency. They are designed to be specific enough to uphold our brand values, yet flexible enough not to compromise your creativity. To ensure the use of our corporate identity is consistent, I would ask you to follow these guidelines, whenever you use our logo.

JP Garnier Chief Executive Officer

Contents

Issue #2 â&#x20AC;&#x201C; April 2001

1.0 2.0 3.0 4.0

GlaxoSmithKline identity â&#x20AC;&#x201C; basic elements Literature principles Master logo library GlaxoSmithKline brand management system

1.0 GlaxoSmithKline identity â&#x20AC;&#x201C; basic elements 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9

GlaxoSmithKline master logo Master logo configurations Vignette or solid logos - which logo should I choose? Clear space Master logo selected by print process - positive version Master logo selected by print process - negative version Incorrect use of the master logo Colour palette Typography

Basic elements GlaxoSmithKline master logo

The GlaxoSmithKline logo is the ‘touchstone’ of our visual brand. Along with our name, it forms the one constant element throughout all our communication material. The strong shape is designed to be recognisable, even on small pack designs, and with our distinctive colours, stands us apart from the competition. Our master logo is made up of two elements: the GSK ‘symbol’ and the GlaxoSmithKline ‘wordmark’ in a specially drawn typeface. Please respect the logo and wordmark relationship, they must never be used as separate elements; GSK is not an acceptable abbreviation for the masterbrand, the words GlaxoSmithKline must always be written in full. The GlaxoSmithKline master logo should always be reproduced from the correct master digital artwork. Do not re-create or alter this artwork in any way. For guidance on the correct selection and application of the logo, please refer to page 1.3. Alternative versions of the master logo are available for all circumstances, see section 3.0 for full logo library.

GSK ‘symbol’ element

GlaxoSmithKline ‘wordmark’ element

GlaxoSmithKline master logo

Please note this document may have been printed using a digital toner printing press and will not be visually accurate for colour matching. Please follow written instructions and printed sample for reference.

1.1

Basic elements Master logo configurations

The GlaxoSmithKline logo has been designed in two layout configurations to provide flexibility; 1 line version and a 2 line (stacked) version. The choice of logo is dependent on the available space for logo application. There are also available three different versions of the logo dependent on background colour or tone choice.

GlaxoSmithKline master logo - 1 line version - positive

Master logo for use on white or near white backgrounds. The 1 line version is the preferred logo for all applications.

Master logo for use on white or near white backgrounds, only when the size and shape of the area for application restricts the use of the 1 line master logo (left), the 2 line (stacked) master logo version may be used.

Master logo for use on a light to mid tone colour or photographic background (max. 30% opacity). The 1 line version is the preferred logo for all applications.

Master logo for use on a light to mid tone colour or photographic background (max. 30% opacity), only when the size and shape of the area for application restricts the use of the 1 line master logo (left), the 2 line (stacked) master logo version may be used.

Negative 1 line master logo version for application to dark toned or coloured backgrounds. The negative master is distinguished by a white keyline surrounding the GSK ‘symbol’ element as shown.

Negative 2 line (stacked) master logo for application to dark toned or coloured backgrounds. To be used when the size and shape of the area for application restricts the use of the 1 line negative version above. The negative master is distinguished by a white keyline surrounding the GSK ‘symbol’ element as shown.

GlaxoSmithKline master logo - 2 line (stacked) version - positive

The logos shown here are representative of the ‘high quality’ vignette print master of all the GlaxoSmithKline identity. A simplified print version for when screen vignette printing is not achievable is shown on page 1.3

Logo size guidelines The GlaxoSmithKline logo has been drawn up for maximum legibility at 3 different sizes: standard, large and reduced. It is critical you use the appropriate size for the specific application and respect the logo and wordmark relationship.

GlaxoSmithKline master logo - 1 line version - negative/positive

GlaxoSmithKline master logo - 2 line (stacked) version - negative/positive

Standard size logo For general use, eg. stationery, literature and signing (but NOT high level architectural signing). The minimum widths for application are: 1 line version 38mm 2 line (stacked) version 24mm Measurements are based on the full width of the logo Large logo High level architectural signing. Due to the diversity of architectural sign site formats, the minimum and maximum sizes must be assessed on a site-by-site basis. DO NOT use this large logo version for any other application without the consent of the identity management team. It is not suitable for literature use.

GlaxoSmithKline master logo - 1 line version - negative

GlaxoSmithKline master logo - 2 line (stacked) version - negative

Reduced logo For packaging and other small size applications only, e.g. promotional items. There is no ‘vignette’ version of the reduced size logo. The maximum widths for application are: 1 line version 37mm 2 line (stacked) version 27mm Measurements are based on the full width of the logo Please contact your Corporate identity manager for these logos to use on literature if your logo application size is retricted or visit the on-line brand management resource, see section 4.0.

1.2

Basic elements Vignette or solid logos – which logo should I choose?

There are two alternative styles of master logo provided, vignette and solid. They are to be selected by the type of manufacturing process used. The basic selection criteria for using the vignette logo is the availability of a fine screen print process, such as lithography or high resolution digital rendering. Also there may be cases in which it will be more expensive to print a full colour vignette. An example of this is when a print job is set up for 4 colour process, the solid logo (which uses Pantone 021 special) would be an additional colour and therefore more expensive to print. Conversely, if 4 colour process is not being used on your print job, then the solid 2 colour logo would be more economical. Please base your selection on cost and suitability.

For further information regarding logo selection see page 12 to 13 of the GlaxoSmithKline brand overview book or visit the online brand management resource. 1

Vignette master - 3 colour logo option This version is for items printed using 4 colour process or high resolution digital production. For lithography the GSK ‘symbol’ is to be printed in 2 process (CMYK) colours. Solid process yellow followed by the ‘vignetted’ halftone process magenta. The GlaxoSmithKline ‘wordmark’ prints solid special Pantone warm gray 8 or a 60% tint of process black, when a 5th (spot) colour is unavailable.

Digital artwork file name: 5C_V_1L_P Vignette master, 3 colour version – Process magenta, process yellow and Pantone warm gray 8 - 1 line version, positive

The GlaxoSmithKline logo should always be reproduced from master artwork. Never attempt to redraw the GlaxoSmithKline logo in any way. Please see section 3.1 and 3.2 for the full vignette logo library. When printing the vignette version of this logo you must match to the pre-printed sample provided with this document or available from your Corporate identity contact, see section 4.1. 2

Solid master - 2 colour logo option This logo appears in 2 spot colours. The GSK ‘symbol’ prints in solid Pantone 021 orange. The GlaxoSmithKline ‘wordmark’ prints solid Pantone warm gray 8 or a 60% tint of black. This logo is for use in circumstances when the vignette logo is unsuitable due to the ‘screen’ process used to reproduce it or the colours required to print it being more than the budget will allow. When printing the solid version of this logo you must match to the pre-printed sample provided with this document or available from your Corporate identity contact, see section 4.1. The original master logos supplied on the CD ROM have been created using Apple Macintosh DTP Programmes, they are supplied in their original ‘illustrator’ EPS (encapsulated post script) file versions in order to guarantee that any size enlargement to the logo maintains the correct ‘vignette blend’ construction. Always ensure the logo is correctly set up for film output and does not ‘band’ (noticeable tint bars) or becomes low resolution (hard sharpness to the smooth lettering shapes).

Digital artwork file name: 2C_S_1L_P

Please see page 3.3 for the full solid logo library.

Solid master, 2 spot colour version – Pantone 021 and Pantone warm gray 8 – 1 line version, positive

1.3

Basic elements Clear space

A defined area of minimum clear space around the GlaxoSmithKline logo helps protect its integrity and ensures maximum impact. This space should be kept clear of all type, graphic elements, keylines and photography. The minimum clear space surrounding the logo, is defined by the height of the lower case â&#x20AC;&#x2DC;xâ&#x20AC;&#x2122; in the GlaxoSmithKline logo. However, a larger area of clear space is preferable, please allow as much clear space as possible, to ensure that the logo is prominent. A larger area of clear space than that defined opposite is preferable, allow the maximum amount of clear space possible. Do not locate the logo using the clear space guide butted to the corner of an item. Do not use the clear space as a sizing tool, for example making it so large, that the logo clear space defines the edge of an item. See examples shown at the back of this document for a visual guide as to what is generally preferred.

1.4

Basic elements Master logo selected by print process – positive version 1

Vignette master – Print: five colour version, CMYK (only process magenta and process yellow used) + Pantone warm gray 8. Whenever suitable use the vignette (red/orange/yellow blend) master.

GlaxoSmithKline ‘wordmark’

GSK ‘symbol’

MAGENTA

YELLOW

Match to PANTONE® Warm gray 8

Halftone Tint

100% Solid

Logo selection, vignette or solid, is dependent on the specific print or manufacturing process selected for your project, see section 1.3 for selection criteria. In all circumstances of logo application, a digital master artwork file will be available. 1

Vignette master – Print: five colour version, CMYK (only process magenta and process yellow used) + Pantone warm gray 8. For full list of available masters, colour breakdown and print separations, see section 3.0.

Vignette master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). For full list of available masters, colour breakdown and print separations, see section 3.0.

Solid master – Print: two colour version, Pantone 021 and Pantone warm gray 8. For full list of available masters, colour breakdown and print separations, see section 3.0.

Solid master – Print: four colour process only version, solid CMYK (only process magenta, process yellow and process black used). For full list of available masters, colour breakdown and print separations, see section 3.0.

2 Vignette master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). GlaxoSmithKline ‘wordmark’

GSK ‘symbol’

MAGENTA

YELLOW

BLACK

Halftone Tint

100% Solid

60% Tint

Solid master – Print: two colour version, Pantone 021 and Pantone warm gray 8. GlaxoSmithKline ‘wordmark’ GSK ‘symbol’

Match to PANTONE® 021

Match to PANTONE® Warm gray 8

100% Solid

Solid master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). GSK ‘symbol’

Note: only use this version if the vignette master unsuitable.

GlaxoSmithKline ‘wordmark’ 5

MAGENTA

YELLOW

BLACK

75% Tint

100% Solid

60% Tint

Solid master – mono version – Print: black. For full list of available masters, see section 3.0. Please note alternative 2 line (stacked) master logo versions are available. See page 1.2 for selection criteria.

Solid master – mono version – Print: black.

BLACK 100% Solid

1.5

Basic elements Master logo selected by print process – negative version 1 Vignette master – Print: four colour process version, CMYK (only process magenta and process yellow) + Pantone warm gray 8. The master logo is available for negative applications in two versions: GSK ‘symbol’

GSK ‘symbol’

GlaxoSmithKline ‘wordmark’

MAGENTA

YELLOW

MAGENTA

YELLOW

Match to PANTONE® Warm gray 8

90-40% Tint

100% Solid

90-40% Tint

100% Solid

High contrast / dark background: with the GlaxoSmithKline ’wordmark’ reproduced white out. Neutral (0-30% visual opacity) backgrounds: with the GlaxoSmithKline ‘wordmark’ reproduced in Pantone warm gray 8. Whenever suitable use the vignette (red/orange/yellow blend) master.

2 Solid master – Print: two spot colour version, Pantone 021 and Pantone warm gray 8.

GSK ‘symbol’

GlaxoSmithKline ‘wordmark’

Match to PANTONE® 021

Match to PANTONE® Warm gray 8

100% Solid

Logo selection is dependent on the specific print or manufacture process selected for your project, see page 1.3 for selection criteria. In all circumstances of the logo application a digital master artwork file will be available. 1

Vignette master – Print: four colour process version, CMYK (only process magenta and process yellow). The GlaxoSmithKline ‘wordmark’ should appear white out on high contrast backgrounds and Pantone warm gray 8 on low contrast neutral backgrounds. For full list of available masters, colour breakdown and print separations, see section 3.0.

Solid master – Print: two spot colour version, Pantone 021. The GlaxoSmithKline ‘wordmark’ should appear white out on high contrast backgrounds and Pantone warm gray 8 on low contrast neutral backgrounds. For full list of available masters, colour breakdown and print separations, see section 3.0.

Solid master – Print: four colour process only version, CMYK (only process magenta, process yellow). The GlaxoSmithKline ‘wordmark’ should appear white out on high contrast backgrounds and 60% tint of black where necessary on low contrast neutral backgrounds. For full list of available masters, colour breakdown and print separations, see section 3.0.

3 Solid master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used).

GSK ‘symbol’

GlaxoSmithKline ‘wordmark’

MAGENTA

YELLOW

MAGENTA

YELLOW

BLACK

75% Tint

100% Solid

75% Tint

100% Solid

60% Tint

4 Solid master – mono version – Print: black.

BLACK

Note: only use this version if the vignette master unsuitable.

100% Solid

Solid master – mono version – Print: black. For full list of available masters, see section 3.0.

1.6

Basic elements Incorrect use of the master logo

The way in which the logo is shown and the background it sits against can affect legibility. Shown left are some simple principles for the correct use and rendition of the logo.

Positive logo Wherever possible the logo should always be seen/positioned on a white background.

Correct (white (white background) Correct background)

Incorrect use The only permissible colourways for the logo are given as master artworks. Never alter the colours of the logo. Never change its typographical configuration. Never include any other name or logo. Never reproduce the logo in less than 100% colour density. Incorrect (colouring) (colouring) Incorrect

Incorrect (naming) Incorrect (naming)

Incorrect (distorted) Incorrect (distorted) 2

Negative logo The correct negative version has a white keyline around the GSK ‘symbol’ with the GlaxoSmithKline ‘wordmark’ type in white or grey, see page 1.2. Incorrect use

Incorrect (configuration) (configuration) Incorrect

Incorrect (colourways) Incorrect (colourways)

Incorrect (naming) Incorrect (20% tint)

The only permissible colourways for the logo are given as master artworks. Never use without white keyline. Never overlap any background bars. Never print on a background with conflicting or interfering shapes. Never apply the GlaxoSmithKline master logo to photographic backgrounds with insufficient contrast and, wherever possible, use a photographic background area with a flat or smooth tonal value.

Correct (white Correct (whitekeyline) keyline)

Incorrect (without white keyline) Incorrect (‘symbol’ without white keyline or white ‘GSK’ letters)

Incorrect background) Incorrect(overlapping (overlapping background)

Incorrect (text Incorrect (textcolour colourchoice) choice)

Incorrect(conflicting (conflicting background) Incorrect background)

1.7

Basic elements Colour palette 1

GlaxoSmithKline Orange R:255 G:102 B:0

Match to PANTONE® Orange 021

C:0 M:75 Y:100 K:0

C:0 M:9 Y:15 K:43

Match to PANTONE® Warm Gray 8

Our corporate brand is made up of three core colours: GlaxoSmithKline Orange, GlaxoSmithKline Warm Grey and White. White is very important as it provides the canvas from which our Grey and Orange stand out. Generous use of white ensures our brand looks fresh and contemporary. GlaxoSmithKline Warm Grey R:153 G:153 B:153

White R:255 G:255 B:255

Additional colours are shown on the right to be used for adding accent and emphasis to the logotype. Ideally the GlaxoSmithKline logo should appear against white, but in certain applications i.e. literature, these supporting colours can be used as background colours for the logo. However, whilst red is part of the colour palette, it is very close to the GlaxoSmithKline Orange and MUST NOT be used as a background or tint. PANTONE® special colour palette When reproducing the GlaxoSmithKline colour palette in PANTONE® special inks, always refer to the most recent PANTONE® reference or the printed samples enclosed to ensure you get an accurate colour match.

CMYK process printing If you are printing in 4 colour process, you must use the 0% Cyan, 75% Magenta, 100% Yellow, 0% Black formula, to create GlaxoSmithKline Process Orange. The automatic 4 colour process breakdown of Pantone 021 is not suitable. It is understood that the Spot Orange and the Process Orange will appear differently. GSK Red

GSK Yellow

GSK Dark Blue

GSK Mid Blue

Pantone 185

Pantone 109

Pantone 647

Pantone 549

C:0 M:91 Y:76 K:0

C:0 M:9 Y:94 K:0

C:94 M:43 Y:0 K:38

C:60 M:0 Y:0 K:30

R:255 G:0 B:51

R:255 G:204 B:0

R:51 G:102 B:153

R:102 G:153 B:204

When printing the GlaxoSmithKline ‘wordmark’ in 4 colour process only (CMYK) always use 60% tint of black. In all other cases of reproducing the Warm Grey, please follow the PANTONE® process (CMYK) specification which is C:0%, M:9%, Y:15%, K:43%.

RGB screen viewed colours The RGB colour breakdowns shown here are for screen/monitor based graphics only. They are the closest equivalents to the PANTONE® colours and are recognised cross platform ‘web-safe’ colours. The specification for RGB breakdown for the full range of additional colours, is available from the identity management team. GSK Light Blue

GSK Dark Green

GSK Apple Green

GSK Light Green

Pantone 2708

Pantone 5473

Pantone 360

Pantone 366

C:34 M:9 Y:0 K:0

C:83 M:0 Y:30 K:56

C:60 M:0 Y:79 K:0

C:18 M:0 Y:47 K:0

R:204 G:204 B:255

R:51 G:102 B:102

R:102 G:204 B:102

R:204 G:255 B:153

If you are printing or manufacturing with a colour system not shown here, match to the PANTONE® reference. Printed colour sample sheets are provided at the back of this guideline, for quality control reference.

PLEASE NOTE: Please note: whilst GSK red is part of the colour palette, it is very close to the GSK ‘symbol’ colour and must not be used as a background or tint behind the GlaxoSmithKline logo.

1.8

Basic elements Typography

The GlaxoSmithKline brand uses two main typefaces. 1

Primary Typeface

Primary typeface Frutiger family (Adobe)

Frutiger Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

(The typeface to be used wherever possible.) 2

Secondary typeface ITC Stone Serif family (Adobe) To be used as an addition to Frutiger to improve legibility on large quantities of continuous text. Please note: Stone Serif should never be used as a headline font or to emphasise information. Italics and condensed weights are not shown here but may be considered part of the family. Do not alter the standard typefaces in any way. Do not increase standard character or word spaces, either in track or kern settings. Typing our business name

Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Secondary Typeface

Stone Serif ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Our business name must always be typed in full as ‘GlaxoSmithKline’ with initial capital letters and no word spaces, as shown here. Use the full version on first usage of the company name. GSK is then acceptable as a second and subsequent mention.

IMPORTANT NOTE: The approved issue source of the Frutiger and Stone Serif master font is: Fontworks 65-69 East Road London N1 6AH Phone: +44 (0) 207 490 5390 Fax: +44 (0) 207 490 5391 email: sales@type.co.uk Quote: GSK Frutiger Family A00073 GSK ITC Stone Serif Family A00040

Stone Serif Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Stone Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

1.9

2.0 Literature principles 2.1 2.2 2.3 2.4

Literature overview Cover examples Inner spread examples 1 Inner spread examples 2

Literature principles Overview

This is a style guide only, it is not a definitive design system. The covers shown demonstrate a strong graphic style, using the GSK ‘symbol’ shape, white space and secondary colour palette. The GSK ‘symbol’ shape can be used in many ways as a strong graphic device. For photography or illustration it can be used as a frame or to highlight an area. Always reproduce this GSK ‘symbol’ shape in solid colour, line or graduated colour from the secondary colour palette. Do not use the vignette from the ‘symbol’ as a graphic device. The GSK ‘symbol’ shape therefore should only be used in a clear bold and simple manner, positioned to bleed off or run over onto the back, on at least one side.

Lorum Ipsum

Typography The Frutiger family of typefaces should be used for all titles, headings, copy and highlighted information. See page 1.9 for type family. For large amounts of continuous text or where a secondary typeface is a necessity (ie. report and accounts), Stone Serif should be used. Logo Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy tincidunt ut laoreet dolore magna aliquam erat volutpat.

Use the 1 line vignette master logo wherever possible for literature. A4 front cover

1/3 A4 front cover

There are however a variety of master logos available for literature both vignette and solid. A detailed description of logo selection based on print process, cost and size is available on pages 1.2, 1.3, 1.5 and 1.6. A full list of master logos available is shown in section 3.0. Size and position of logo The logo is measured across its width, from edge of GSK ‘symbol’ to edge of GlaxoSmithKline ‘wordmark’ as shown. For items of 1/3 A4 or equivalent, a width of 50mm should be used.

For A4, US letter or equivalent, a width of 60mm should be used. For larger formats, size logo up as appropriate.

GlaxoSmithKline logo width

1.5 x A

The minimum size for literature application of this logo is 38mm, measured across the full width of the logo from the edge of the GSK ‘symbol’ to the edge of the GlaxoSmithKline ‘wordmark’.

A 0.5 x B

0.5 x B 1

1xA GlaxoSmithKline logo width

Logo position from top edge of page

Please note the 2 spot colour solid version of the GlaxoSmithKline logo, should only be used on literature if 4 colour process (CMYK) is not available, or suitable due to cost. The logos should be positioned on the right side of the page. The position of the logo is as shown:

Logo position from bottom edge of page 2

When the logo appears at the top of a cover, it should be 1.5 x A height of the GSK ‘symbol’ from edge to top of type and 0.5 x B width of the GSK ‘symbol’ from the side edge.

From the bottom of the page use 1 x A height of the GSK ‘symbol’ from the edge to the type and 0.5 x B width of the GSK ‘symbol’ from the side edge.

2.1

Literature principles Cover examples

Our literature covers are designed to be inspiring and informative. The bold use of graphics, communicate the key messages in an engaging way. Please ensure that flat areas of colour are chosen from our colour palette. Unique sizes such as squares or landscape brochure formats, are a way of keeping our literature out of the ordinary. Always protect the clear space around the logo and ensure that when it is overlayed onto images or flat colour, there is sufficient contrast to ensure its legibility and prominence on the page.

Lorum Ipsum

Square format front cover

2.2

Literature principles Inner spread examples 1

Our communication literature must reflect quality through careful selection of imagery and attention to detail in the layouts. This will ensure both clarity and originality in our communication material.

Introduction

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tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros. et.accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

We have devised some basic principles for you to choose the most appropriate recommendation, based on the various communication levels. Please ensure that the basic guidelines on the correct use of the GlaxoSmithKline logotype outlined earlier in the document, are adhered to. You may use a variety of elements such as the â&#x20AC;&#x2DC;symbolâ&#x20AC;&#x2122; shape to mask images or create areas of colourful flat graphics. Use colour and typographic emphasis to ensure you achieve the most appropriate levels of information hierarchy.

New Heading

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consequat, vel illum dolore eu feugiat nulla facilisis at vero eros. et.accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis.

2.3

Literature principles Inner spread examples 2

The GSK ‘symbol’ shape allows for exciting variations in our literature system. The examples shown are an illustration of some of the recommended solutions for use with and without pictures.

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sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint officia deserunt mollit anim id est occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullam corpe laboris nisi ut aliquip

ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er

expedit distinct. Nam liber conscient to factor tum irure dolor in ut ea reprehenderit in poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum.

The GSK ‘symbol’ shape may be used as: – a mask for cropping images dynamically – colourful keylines to create rich textures – flat graphic using the secondary colour palette A combination of the above techniques may be used such as the keyline over the flat graphic, however, beware not to clutter the layouts with an over use of the techniques. As can be seen in these visuals, Frutiger can be used in areas of continuous text.

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Square format spreads

Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat.

Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea

commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit

aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber

conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda. Ut enim ad minim veniam, quis nostrud exercitation ullamcorpe laboris nisi ut aliquip ex ea commodo consequat. Duis autem irure dolor in reprehenderit in voluptate velit esse molestaie illum dolore eu fugiat nulla pariatur. At vero eos et accusam et dignissum qui blandit praesent luptatum delenit aigue duos molestias excepteur sint occaecat cupidatat non provident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harumd dereud facilis est er expedit distinct. Nam liber conscient to factor tum poen legum odioque civiuda.

A4 landscape format spreads

2.4

3.0 Master logo library 3.1 3.2 3.3

Vignette 1 line version Vignette 2 line version Solid 1 line and 2 line versions

Master logo library Vignette 1 line version

Vignette logo, standard size 1 line version Application Literature Press advertising Print/manufacture process Lithographic Gravure Indigo Digital printing – laser/inkjet/thermal/electrostatic Please note the backgrounds are indicative only. File name: 5C_V_1L_P Vignette master – Print: five colour version, CMYK (only process magenta and process yellow used) + Pantone warm gray 8. 1 line version, positive.

File name: 4C_V_1L_P Vignette master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). 1 line version, positive.

File name: 5C_V_1L_NP Vignette master – Print: five colour version, CMYK (only process magenta and process yellow used). + Pantone warm gray 8. 1 line version, negative with grey type. Mid to light background, up to 30% opacity.

File name: 4C_V_1L_NP Vignette master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). 1 line version, negative with grey type. Mid to light background, up to 30% opacity.

See pages 1.2, 1.3, 1.5 and 1.6 for detailed description of logo selection based on print process, cost criteria and size.

ARTWORK DOWNLOADS: In order to download the logos shown on this page, access the Artwork Finder within the GlaxoSmithKline On-line Brand Management Resource. On the introductory screen, you will be able to type in the exact file name reference of the logo you need to download.

File name: 4C_V_1L_N Vignette master – Print: four colour process version, CMYK (only process magenta and process yellow used). 1 line version, negative. High contrast background.

This download facility is only available to GlaxoSmithKline approved on-line users. If you do not have access, logos are also available from your local corporate identity contact. When requesting logos please quote the exact file reference name of the logo you require.

3.1

Master logo library Vignette 2 line version

Vignette logo, standard size 2 line (stacked) version Application Literature Press advertising Print/manufacture process Lithographic Gravure Indigo Digital printing – laser/inkjet/thermal/electrostatic Please note the backgrounds are indicative only. File name: 5C_V_2L_P Vignette master – Print: five colour version, CMYK (only process magenta and process yellow used) + Pantone warm gray 8. 2 line (stacked) version, positive.

File name: 4C_V_2L_P Vignette master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). 2 line (stacked) version, positive.

File name: 5C_V_2L_NP Vignette master – Print: five colour version, CMYK (only process magenta and process yellow used) + Pantone warm gray 8. 2 line (stacked) version,, negative with grey type. Mid to light background, up to 30% opacity.

File name: 4C_V_2L_NP Vignette master – Print: four colour process only version, CMYK (only process magenta, process yellow and process black used). 2 line (stacked) version,, negative with grey type. Mid to light background, up to 30% opacity.

See pages 1.2, 1.3, 1.5 and 1.6 for detailed description of logo selection based on print process, cost criteria and size. Please note the 2 line (stacked) logo version is only for use when, the 1 line logo version is unsuitable due to the available size/area for logo application.

File name: 4C_V_2L_N Vignette master – Print: four colour process version, CMYK (only process magenta and process yellow used). 2 line (stacked) version, negative. High contrast background.

3.2

Master logo library Solid 1 line and 2 line version

Solid logo, standard size 1 line and 2 line (stacked) versions Application Limited colour literature Forms Print/manufacture process Lithographic Embossing Flexography File name: 2C_S_1L_P Solid master – Print: two spot colour version, Pantone 021 and Pantone warm gray 8. 1 line version, positive.

File name: 2C_S_2L_P Solid master – Print: two spot colour version, Pantone 021 and Pantone warm gray 8. 2 line (stacked) version, positive.

File name: 1C_S_1L_P Solid master – mono version – Print: black. 1 line version, positive.

File name: 2SC_S_1L_NP Solid master – Print: two spot colour version, Pantone 021 and Pantone warm gray 8. 1 line version, negative with grey type. Mid to light background, up to 30% opacity.

File name: 2SC_S_2L_NP Solid master – Print: two spot colour version, Pantone 021 and Pantone warm gray 8. 2 line (stacked) version, negative, with grey type. Mid to light background, up to 30% opacity.

File name: 1C_S_1L_NP Solid master – mono version – Print: black. 1 line version, negative with black type. Mid to light background, up to 30% opacity.

File name: 1C_S_2L_P Solid master – mono version – Print: black. 2 line (stacked) version, positive.

Please note the backgrounds are indicative only. See pages 1.2, 1.3, 1.5 and 1.6 for detailed description of logo selection based on print process, cost criteria and size.

File name: 1C_S_2L_NP Solid master – mono version – Print: black. 2 line (stacked) version, negative with black type. Mid to light background, up to 30% opacity.

ARTWORK DOWNLOADS:

File name: 1SC_S_1L_N Solid master – Print: one spot colour version, Pantone 021. 1 line version, negative. High contrast background.

File name: 1SC_S_2L_N Solid master – Print: one spot colour version, Pantone 021. 2 line (stacked) version, negative. High contrast background.

File name: 1C_S_1L_N Solid master – mono version – Print: black. 1 line version, negative. High contrast background.

File name: 1C_S_2L_N Solid master – mono version – Print: black. 2 line (stacked) version, negative. High contrast background.

In order to download the logos shown on this page, access the Artwork Finder within the GlaxoSmithKline On-line Brand Management Resource. On the introductory screen, you will be able to type in the exact file name reference of the logo you need to download. This download facility is only available to GlaxoSmithKline approved on-line users. If you do not have access, logos are also available from your local corporate identity contact. When requesting logos please quote the exact file reference name of the logo you require.

3.3

4.0 GlaxoSmithKline brand management system 4.1

Available guidelines and contact information

GlaxoSmithKline brand management system Available guidelines and contact information

The GlaxoSmithKline brand management system Our brand management system comprises four key elements: the brand overview book, which outlines the fundamental decision principles; five dedicated CD ROM guidelines of which this is one; an on-line brand management resource; and a team of identity contacts. Together they define and demonstrate the correct use of the core elements of the GlaxoSmithKline brand. They provide examples of application and advice on reproduction for all aspects of the corporate brand.

Brand focus

Available within each dedicated CD Rom guideline wallet and the brand overview book is a printed sample of the identity for quality control reference. In all circumstances of identity application, this sample must be used for approval.

Brand overview book Dedicated CD Rom guidelines

Literature

Stationery

Literature

Signing

Miscellaneous items

Packaging

To get hold of this printed sample, a brand overview book, or any one of the dedicated guides please ask your corporate identity contact or access the on-line brand management resource.

Miscellaneous Packaging items

On-line brand management resource brandresource.gsk.com

For more information about the new identity, there is a Corporate Identity Contact at every GlaxoSmithKline location. If you require further guidance or more information, please contact: David Holmes at: dsh19240@gsk.com

4.1