CPhI China Brand Manual by Mark Williamson

Brand Identity Standards Manual

2009

Guiding the best interests of the brand

04 Introduction

CPhI China Brand Identity Standards Manual

08 The CPhI China Signature 09 12 14 15 16

Logo Colour Palette Typography Strapline Exhibitor and Visitor Campaigns

18 CPhI China Print and On-line Communication 19 20 21 22 23 24 25 26 27 28 29 30

Event Invitation & Event Update Visitor Invitation (Generic) Visitor/Exhibitor Ad & Poster Event Catalogue Show Daily Exhibitor Party Invitation & Visitor/Exhibitor/Press Badges Forms - Contract, Stand Sharing & Stand Construction Website & Web Banner Email & Online Registration Form eNewsletter & Powerpoint Presentations Stationery CPhI China 2010 outlook

32 CPhI China Signage 33

Signage Examples

37 38 39 40

General Requirements Example Entrance/Registration Arch Example Info Point & Water Distribution Point Example Take5/Seating Area

36 CPhI China On-Site Features

44 Exhibitor Gifts and Visitor Give-aways 45 Gifts and Give-away Examples

46 Appendix

47 Data Protection 49 Useful Contacts

CPhI China Brand Identity Standards Manual

Introduction

A poorly maintained brand will have several adverse effects on the system

Welcome to the CPhI China Brand Identity

it represents - loss of trust, a sense of

Standards Manual. This is a tool to help

un-professionalism and a feeling of

guide and strengthen the CPhI China body

confusion are but a few of the negative

of visual communications. The information values that can be bestowed on an unprovided and discussed in this manual illustrates a more clearly articulated brand for CPhI China, providing the building blocks for supporting the brand system correctly and consistently across all media.

standardised system. The Brand Identity Standards Manual seeks to provide guidance and examples on all major applications of the CPhI China Brand. With these standards in

Every application of the CPhI China brand -

place, they can be used to apply to other

from logo to strapline to colour palettes to

communications that may be required.

advertising to the web - communicates to the viewer, both visually and verbally, a set of core personality values. The brand aims to form a consistent, integrated system of communications. The standards identified in this manual are created to ensure the integrity of the brand is maintained throughout all applications.

Remember, if you have any questions, the UBMi marketing team in Maarssen, Netherlands are always ready to help guide you through any specific bespoke projects you may have. Please note that the standards set out in this publication are for 2009. 2010 will see a new look and feel to the CPhI China brand. Always operate in the best interests of the

Introduction

Global Professional Confident Trustworthy Experienced

CPhI China brand.

Core Brand Values

Connected Committed Performance Knowledge Customer Focus

CPhI China Brand Identity Standards Manual

Introduction | Understanding why...

Understanding Understanding why... why... To understand why building and

So, what IS the brand?

protecting a strong, cohesive brand

The brand is the promise, the big idea

is a neccessary step in the event

and the expectations that reside in each

communication process, you must first

customer’s mind about the CPhI China

understand what the ‘brand’ is and why it

product. It is the manifestation of the

is so important.

Core Brand Values through effective

What the brand ISN’T

communication throughout all media. The bottom line is a good brand builds the CPhI

The brand is NOT just the signature

China experience. Each touchpoint* is a

trademark (or logo), typeface, strapline or

huge opportunity to strengthen the brand

image. Adding the CPhI China logo to an

and communicate its essence. A weak

arbitary piece of communication or using

touchpoint is very damaging to the brand

the typeface in a correspondence letter

so getting it right first time is imperative.

doesn’t automatically then make that piece ‘branded’ and part of the portfolio. These components are merely symbols for the brand and have to be used in a considered and consistent way to start to build trust and familiarity with the visitor/

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Word of Mouth

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Voice Mails Websit es

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CPhI China Brand Identity Standards Manual

Introduction | CPhI Profile

CPhI Profile

CPhI Worldwide was launched in 1990

Two sister events, ICSE and P-MEC now

as an international convention on

run alongside CPhI, a trio of events that

pharmaceutical ingredients and

is considered the must attend event for

intermediates. This inaugural CPhI

any individual or organisation within

attracted 250 visitors for the 16

the pharmaceutical manufacturing

exhibitors. Today this has grown to an

community.

unrivalled 24,000 industry professionals visiting some 1,500 exhibiting companies from over 125 countries. CPhI is the leading exhibition on pharmaceutical ingredients and allied industries. Each year the exhibition grows larger with exhibitors and visitors conducting significant levels of business at CPhI.

In 2000 CPhI was launched in China. ICSE China was launched in 2005 and P-MEC China in 2006. These three events in China are an integral part of the CPhI portfolio of events, creating an exciting and experienced brand across the globe.

CPhI China Brand Identity Standards Manual

Introduction | Exhibitor & Visitor Profiles

Companies that fall under the following categories can exhibit at CPhI China:

Exhibitor Profiles

• Active pharmaceutical ingredients

• Emulsifying/ solubilising agents

• Phospholipids • Plant/animal extracts

• Alkaloids

• Enzymes

• Prostaglandins

• Amino acids

• Excipients and drug

• Purification and separation

• Antibiotics

formulation

• Antibodies

• Fine chemicals

• Sera and vaccines

• Antimicrobial

• Flavours and perfumes

• Solvents

• Formulation development

• Stiffening agents

• Antioxidants

• Glidants

• Suppository bases

• Biocatalysts

• Herbal teas

• Suspending/viscosity

• Biotechnology

• Hormones & synthetic

preservatives

• Capsules/encapsulation

substances

techniques

increasing agents • Sweetening agents

• Chemical synthesis/analysis

• Immunochemistry

• Synthetic organic chemistry

• Chiral intermediates

• Intermediates

• Tablet binders

• Clinical trials phase i to iv

• Medical devices

• Tablet disintegrants

• Coating agents

• Medicinal plants

• Tablet filler-binders

• Colour and dispersions

• Microencapsulation

• Tablet lubricants

• Contract research

• Natural extracts

• Tissue culture medias

• Custom manufacturing

• Ointments bases

• Wetting/solubilising agents

• Cytokines

• Peptides

Please note that publishers cannot buy a stand and can only participate if they agree a barter deal with the organisers of the event.

CPhI China's target audience are:

Visitor Profiles

Decision makers and

• Cosmetic producers

• Original molecule designers

executives from General

• Custom synthesis producers

• OTC producers

• Educational institutions

• Regulatory institutions

• Engineering companies

• Research institutions

Management, Purchasing, Production, Quality Control, Engineering, R&D and Marketing &

• Generic producers

Sales departments from

• Government

the fine chemical and

• Intermediates producers

pharmaceutical industry:

CPhI China Brand Identity Standards Manual

The CPhI China Signature

Guiding the best interests of the brand

The CPhI China Signature The CPhI China Signature is the very foundation of the brand. Effective use of the signature elements creates the difference between a cohesive campaign and one that lacks professionalism, trust and consistency. This manual exhibits many helpful guidelines along with examples of good and bad applications. The Signature of a brand, however, is one set of standards that exhibit a strict set of rules to ensure sensitive and a consistent use of elements such as the logo, colour palettes, typography and straplines.

As a global brand, it is important that CPhI must preserve an international standard to send out a common universal message that speaks of professionalism and trust.

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Logo

CPhI China mark

Generic CPhI strapline

The CPhI China trademark (logo) The CPhI China trademark is made up of two components: the CPhI China mark and the generic CPhI strapline. These two components are always placed in a fixed relationship and should never be altered, modified or reproduced in any way. When reproducing the logo, use only the artwork supplied with these guidelines. The logo must appear clearly and in the approved colors (see colour palette section, p12-13). To ensure the consistency necessary to build a recognisable identity, it is critical that the CPhI China logo appears only in the colours approved in these guidelines.

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Logo - acceptable applications

Logo clear space To ensure its integrity and visibility, the CPhI China logo should

Minimum logo size

be kept clear of competing text, images and graphics. It must be

The CPhI China logo has a minimum size

surrounded on all sides by an adequate clearspace - a space equal

value to ensure legibility which is 22mm

in size to the height of â&#x20AC;&#x2DC;chinaâ&#x20AC;&#x2122;, as shown below.

wide for print and 100px wide for screen.

22mm 100px

Alternate logo versions There will be certain instances when the CPhI China logo will need to be applied to backgrounds and products and the full colour version is not appropriate. Below are variations of the logo that are deemed acceptable.

Master logo - full colour

Single colour - Black

Single colour - White

Spot colour - Pantone 7474C

Single colour - Black alternate

Single colour - CPhI China Orange

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Logo - unacceptable applications UNACCEPTABLE logo applications The CPhI China logo has been considerately designed to be a flexible mark to use in a wide variety of applications. However, to maintain the impact and integrity of the logo there are certain situations that the logo should not be used in. Examples of these are clearly illustrated below. Remember, if you have any doubt about how to apply the CPhI China logo in different situations, please contact a member of the UBMi marketing team.

• Never use anything but the approved logo. • Never attempt to create your own logo.

Never stretch or compress the logo

Never alter the configuration of the logo

Never alter the colours of the logo to non-approved colours

Never display the logo on an angle that isn’t 0° or 90°

Never use the logo as part of a sentence,

Never use a low quality logo

Never apply a shadow to the logo

Never apply any effects to the logo

Never use the logo without its strapline

Never place the logo on busy imagery

Never place the logo on imagery that doesn’t provide enough contrast

Never place the logo on a colour clashing background

The CPhI China Signature | Colour palette (visual) Colour palette The CPhI China colour palette consists of a primary, secondary and supportive colour palette. The secondary palette consists of the entire range of tints that originate from the primary colours. The lighter tints were created by screening the primary colors, and the darker tints were created by adding black to the primary colours. The tints specified in the secondary palette are samples of this range of tints. The consistent use of these colours will create recognition and strengthen the identity. The CPhI China logo must always use the primary and supportive colour palette.

Secondary

Primary

O10

G10

Secondary

Supportive

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Colour palette (references) Colour palette Use these references below to mix the appropriate colours. • Pantone references suitable for precise colour matching • CMYK references suitable for printed matter • RGB references suitable for on-screen use

CPhI China Orange (O)

CPhI Generic Green (G)

O10

G10

Black

White

Pantone Process Coated DS 32-9 C C 1 M 4 Y 9 K 0 R 253 G 242 B 229 Pantone Process Coated DS 23-8 C C 1 M 9 Y 17 K 0 R 252 G 232 B 209 Pantone Process Coated DS 33-7 C C 2 M 17 Y 34 K 0 R 249 G 212 B 171 Pantone Process Coated DS 33-5 C C 2 M 26 Y 51 K 0 R 245 G 194 B 135

Secondary

Primary

Secondary

Pantone Process Coated DS 32.4 C C 3 M 35 Y 68 K 0 R 242 G 176 B 102

Pantone Solid Coated 157 C C 4 M 43 Y 85 K 0 R 247 G 143 B 30

Pantone Process Coated DS 33-2 C C 4 M 43 Y 85 K 10 R 216 G 144 B 58 Pantone Process Coated DS 34-2 C C 4 M 43 Y 85 K 20 R 197 G 131 B 52 Pantone Process Coated DS 41-2 C C 4 M 43 Y 85 K 40 R 157 G 105 B 38 Pantone Process Coated DS 42-2 C C 4 M 43 Y 85 K 60 R 120 G 79 B 22 Pantone Process Coated DS 318-3 C C 4 M 43 Y 85 K 80 R 82 G 50 B 0

Supportive

Pantone Solid Coated Process Black C C 0 M 0 Y 0 K 100 R0 G0 B0

Pantone Process Coated DS 326-9 C C 9 M 2 Y 4 K 1 R 225 G 235 B 237 Pantone Process Coated DS 236-9 C C 19 M 4 Y 8 K 1 R 201 G 221 B 225 Pantone Process Coated DS 248-7 C C 38 M 8 Y 16 K 2 R 152 G 195 B 202 Pantone Process Coated DS 244-6 C C 57 M 12 Y 24 K 4 R 105 G 174 B 183 Pantone Process Coated DS 249-5 C C 76 M 16 Y 32 K 5 R 35 G 156 B 165

Pantone Solid Coated 7474 C C 95 M 20 Y 40 K 6 R 59 G 135 B 148

Pantone Process Coated DS 253-2 C C 95 M 20 Y 40 K 16 R 0 G 129 B 137 Pantone Process Coated DS 253-1 C C 95 M 20 Y 40 K 26 R 0 G 118 B 125 Pantone Process Coated DS 249-1 C C 95 M 20 Y 40 K 46 R 0 G 94 B 100 Pantone Process Coated DS 327-2 C C 95 M 20 Y 40 K 66 R 0 G 69 B 74 Pantone Process Coated DS 327-1 C C 95 M 20 Y 40 K 86 R 0 G 40 B 44 Pantone Solid Coated Process White C C 0 M 0 Y 0 K 0 R 255 G 255 B 255

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Typography

Typography - Print

Typography plays an important role in communicating an

Body text and headings should predominately be displayed

overall tone and quality. Careful use of typography reinforces

in ‘CPhI Green’ (see ‘Colour Palette’) on a white background.

the CPhI China brand and ensures clarity and harmony. Frutiger

Secondary text should be black on white. CPhI Orange can be

should be used as the primary typeface for all CPhI printed

used to highlight key points within text.

collateral. Light weights are suitable for all body text, medium weights suitable for highlighting areas within body text and headings and bold weights are suitable for highlighting important data only. Italic versions should be considerately employed when emphasis on certain information is critical. Frutiger Light

Frutiger Roman Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Frutiger Light Italic

Frutiger Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Frutiger Roman

Frutiger Bold Italic with colour

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography - On Screen (or if Frutiger isn’t available) On Screen For on-screen use, it is not appropriate to use Frutiger as

considerately as you would type for print; use bold weights to

a typeface unless the type is embedded within an image.

highlight key phrases and italics to pull out quotes. However, use

Unfortunately, Frutiger is not a system font on many computers

of coloured text should be kept to a minimum as high-contrast

therefore, when read back in, will not display properly, if at all.

legibility is essential to deal with accessibility issues.

This is why for websites, emails and Powerpoint presentations,

Verdana must be used. Treat on-screen type as Typography Verdana

Verdana Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Verdana Bold

Verdana Bold Italic with colour

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Straplines

CPhI China mark

Generic CPhI strapline

The CPhI China straplines The CPhI China trademark is made up of two components: the CPhI China mark and the generic CPhI strapline. The generic CPhI strapline sits with every trademark in the CPhI portfolio of events. This strapline, CPhI China 2009

unlike the CPhI China mark can be used

Take off in a place that inspires growth

as a headline on its own to emphasise a brand message. In addition, to support other

23-25 June 2009 Shanghai New International

communication messages, CPhI China uses

Business Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

other straplines, for example;

“Take off in a place that inspires growth” “The ideal place to inspire growth” With the pharma landscape undergoing continuous change, China’s rapidly expanding and diversifying pharmaceutical industry has become a major attraction for pharma professionals from around the world. For those looking to access this key market, there’s only one way to open the door to the new and exciting growth opportunities available. CPhI China. As the country’s premier networking event and ingredients show, CPhI China 2009 will be a focal point for pharma’s high flyers as they seek to generate new alliances, discover new trends and launch their businesses in the fast growing Chinese market. Take off this spring. Join us at CPhI China 2009 – the ideal place to inspire growth.

3192-62 China CPhI Visitor 297 x1 1

6/11/08 11:18:14

“Where business flourishes” Make consistent use of the chosen straplines to re-inforce and bring solidity to the brand. All straplines need to be approved by the UBMi marketing team in Maarssen,NL.

The CPhI China Signature | Exhibitor and Visitor Campaigns

CPhI China Brand Identity Standards Manual

Exhibitor Campaign

The Lily and Butterflies - Visitor Campaign

A key element in the CPhI China Exhibitor campaign is the

• Avoid overlaying any part of the image with either text or

red Lily flower image as seen below. This is classed as a core

other images. Give the image room to breath and present

signature image and should be used in one capacity or another

the message.

for most exhibitor collateral output. This Lily flower conveys a strong visual message and should be used frequently but respectfully. Bear these following points in mind when using this imagery for any purpose; • Always use the image on a white background. This white space is also an integral part of the CPhI China brand. This is a particularly important point to consider when adding multiple languages.

The ideal place to inspire growth 23-25 June 2009 Shanghai New International Business Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

• Don’t attempt to change the colour of the flower to suit a specific purpose - the colour has been chosen for specific design reasons and that should be respected. • Don’t use any other type of flower. The Lily is the national flower of China and would lose any impact if changed or modified. • Don’t use the butterflies (next page) in the exhibitor campaign.

CPhI China Brand Identity Standards Manual

The CPhI China Signature | Exhibitor and Visitor Campaigns

Visitor Campaign As you can see below, the CPhI China Visitor campaign contains another element in the signature image - butterflies. The usage of these should carry the same guidelines as the Exhibitor campaign. However, this does not mean the messages have to be the same consider your target (exhibitor or visitor) when producing any piece of work for print and screen and make sure you are communicating the appropriate key messages.

CPhI China 2009

Take off in a place that inspires growth 23-25 June 2009 Shanghai New International Business Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

With the pharma landscape undergoing continuous change, China’s rapidly expanding and diversifying pharmaceutical industry has become a major attraction for pharma professionals from around the world. For those looking to access this key market, there’s only one way to open the door to the new and exciting growth opportunities available. CPhI China. As the country’s premier networking event and ingredients show, CPhI China 2009 will be a focal point for pharma’s high flyers as they seek to generate new alliances, discover new trends and launch their businesses in the fast growing Chinese market. Take off this spring. Join us at CPhI China 2009 – the ideal place to inspire growth.

3192-62 China CPhI Visitor 297 x1 1

6/11/08 11:18:14

CPhI China Brand Identity Standards Manual

Print and On-line Communication

Guiding the best interests of the brand

CPhI China Print and On-line Communication In the previous section, the signature for the CPhI China campaign was identified. These are the building blocks for creating a cohesive and consistent brand. The following section illustrates examples of how these building blocks can be used successfully to create a whole host of different types of communication through print and online media. Use these examples as templates or as visual prompts to make decisions that reflect uniformity and are in the best interests of the brand.

* Templates are available from the CPhI marketing team in Maarssen,NL.

* Necessary translations and adaptations for Asian markets to be completed by marketing team in China.

*Standard formats for printed materials are A4 and A5. * Consider your responsibility to the environment. Carefully

check quantity of print runs to avoid waste, print on FSC or PEFC certified paper and recycle wherever possible.

CPhI China Brand Identity Standards Manual

Print and On-line Communication | Event Invitation & Event Update

Exhibitor Event Invitation Used as a selling tool and an informational piece for exhibitors that also includes stand prices, visitor and exhibitor profiles. Note the use of orange text to highlight the website.

CPhI China 2009

Colour to highlight website

CPhI China 2009

Promote your latest technological advancements and

CPhI China is undoubtedly one of the most exciting events

innovations to an audience of enthusiastic professionals.

in the pharmaceutical calendar. Whether you’re gaining

Meet and network with a vast array of visitors that will help

local market knowledge or building on your relationships,

grow your business and give you an unrivalled insight into

exhibiting at CPhI China 2009 will provide your business

the highly profitable Chinese market.

CPhI China 2009 takes place alongside two equally exciting events, P-MEC and ICSE China. Together this trio of events provides a comprehensive insight into Asia’s booming pharmaceutical industry.

Don’t miss out on the chance to gather a wealth of valuable information that is integral to the rapid growth of the Chinese pharmaceutical industry. Whatever specialist sector you work in, CPhI China 2009 provides the perfect platform from which to host your business.

ICSE

Pavilions

Where business flourishes With a yearly increase in attendance and popularity,

Hosted within a nation famed for pharmaceutical excellence and innovation, CPhI China 2009 brings together a wide range of key professionals in search of local knowledge and opportunities.

ICSE focuses on the contract services division of the pharmaceutical manufacturing process – an area that offers qualified outsourcing specialists in a single location.

P-MEC P-MEC showcases pharmaceutical machinery and equipment, a market that is experiencing rapid growth in China.

Our dedicated pavilions for 2009 will include Italy, Japan, Korea and Spain.

Prices for stand locations in 2009 Booking before 1 December Hall E1 Space only 2 `314 per m

Booking before 1 December Hall E1 Shell Basic 2 `366 per m

Booking before 1 December Hall E1 Shell Deluxe 2 `381 per m

Booking after 1 December Hall E1 Space only 2 `324 per m

Booking after 1 December Hall E1 Shell Basic 2 `376 per m

Booking after 1 December Hall E1 Shell Deluxe 2 `392 per m

Minimum stand size: Space only 20m2, Shell scheme 12m2. Additional service costs for electrical consumption: `5 per m2. All prices are exclusive of VAT.

Visitor profile CPhI

with endless opportunities.

Meet and do business with decision makers and executives from Marketing & Sales, Purchasing, Production, Quality Control, Engineering, R&D and General Management throughout the fine chemicals and pharmaceutical industry, from: Cosmetic Producers Custom Synthesis Producers Educational Institutions

23–25 June 2009 Shanghai New International Expo Centre (SNIEC),

Engineering Companies Generic Producers

Government Intermediates Producers

Original Molecule Designers OTC Producers

Regulatory Institutions Research Institutions

Exhibitor profile CPhI

Pudong, Shanghai, China

Manufacturers of active pharmaceutical ingredients, intermediates, excipients and natural extracts will be at CPhI China 2009, as well as experts in custom manufacturing and marketing services. Don’t miss the chance to display your own competitive advantages.

www.cphi-china.com

Excipients and drug formulation Fine chemicals Flavours and perfumes Formulation development Glidants Herbal teas Hormones & synthetic substances Immunochemistry Intermediates Medicinal plants Microencapsulation

Chemical synthesis/analysis Chiral intermediates Coating agents Colour and dispersions Contract research Custom manufacturing Cytokines Diagnostics Drug delivery systems Emulsifying/solubilising agents Enzymes

Active pharmaceutical Ingredients Alkaloids Amino acids Analytical services Antibiotics Antibodies Antimicrobial preservatives Antioxidants Biocatalysts Biotechnology Capsules/encapsulation

Natural extracts Ointments bases Peptides Phospholipids Plant/animal extracts Prostaglandins Purification and separation techniques Sera and vaccines Solvents Stiffening agents

Suppository bases Suspending/viscosity increasing agents Sweetening agents Synthetic organic chemistry Tablet binders Tablet disintegrants Tablet filler-binders Tablet lubricants Tissue culture medias Wetting/solubilising agents

Hotel and venue information

Contact addresses International

CMP China

CMP Information P.O. Box 200 3600 AE Maarssen The Netherlands T +31 346 559405 F +31 346 573811 E bgohl@cmpi.biz Contact: Ms. Bettina Gohl

CMP Sinoexpo International Exhibition Co., Ltd 10 Fl. Sian Dai Mansion 218 Xiang Yang Road (S) Shanghai, China T +86 21 6437 1178 F +86 21 6437 0982 E euniceweng@cmpsinoexpo.com Contact Ms. Eunice Weng

For further contact details of CMP Hong Kong, Japan, India, Korea, Taiwan and the USA please visit www.cphi.com

Hotel Address

Venue Address

Orient Explorer China 165 Cao Xi Road #13-07 Shanghai 200235 China T +86 21 51099795 F +86 21 64644008 E maggie@orient-explorer.com.cn Attn: Ms. Maggie Ma

Shanghai New International Expo Centre (SNIEC) 2345 Longyang Road Pudong New Area 201204 Shanghai China T +86 21 28906666 / 28906856 F +86 21 28906777 E terry.huang@sniec.net www.sniec.net

CCCMHPIE As in previous years, the Chinese Chamber of Commerce of Medicines & Health Product Importers and Exporters (CCCMHPIE) will act as a local organiser for CPhI China. CCCMHPIE members are active as important intermediates for international and Chinese companies who want to do business with each other.

In co-operation with Shanghai CMP Sinoexpo International Exhibition Co., Ltd.

3192-34 CPhI China Exhibitor Eve1 1

20/6/08 12:18:06

3192-34 CPhI China Exhibitor Eve2 2

20/6/08 12:18:08

Event Update Front cover and inside spread for the Event Update. Used to convey data to potential exhibitors and also existing exhibitors as part of customer retention. Effective use of the colour palette is illustrated here along with a key strapline used as a header on the front page.

The ideal place to inspire growth 23-25 June 2009 Shanghai New International Business Centre (SNIEC), Pudong, Shanghai, China

Facts and figures - Visitor statistics Visitors by job position

www.cphi-china.com

Total attendance 18,735, including 4,217 international visitors

CEO/General Manager

25.1%

Business Development Manager/Department Head

33.0%

Purchasing/ Procurement Manager

11.7%

Technician/Engineer Office Employee Others

8.0% 18.0% 4.2%

Pharmaceutical Company

22.1%

Fine Chemicals Company

13.3%

Import/Export

11.6%

Marketing

10.1%

Pharmaceutical Manufacturing

8.2%

Fine Chemicals Manufacturing

6.2%

Distribution

4.1%

Others

Use of strapline as header

9.7%

Biotechnology Company

14.7%

Effective colour palette use

Print and On-line Communication | Visitor Invitation (Generic)

CPhI China Brand Identity Standards Manual

Visitor Invitation (Generic) The example below shows a 6-page visitor invitation. This has been created to offer a generic style incorporating the co-located shows of ICSE & P-MEC. This generic style is currently being developed for CPhI, ICSE & P-MEC and will be implemented for CPhI China 2009.

Event Invitation CPhI, ICSE & P-MEC China 2009 24 - 26 June Shanghai, China

www.cphi-china.com | www.icsexpo.com | www.p-mec.com

CPhI, ICSE & P-MEC China 2009

Event Calendar

CPhI CPhI China will feature the products, abilities

A step ahead of change

and accomplishments of Chinese as well as international exhibitors. However, CPhI is more

With new opportunities emerging and new, stricter rules and regulations raising the bar even higher, the pharmaceutical landscape is changing radically. Joining these developments is China’s rapidly expanding and diversifying pharmaceutical market, which is set to enter the world’s top five in 2010.

9-11 April 2008 Tokyo, Japan www.cphijapan.com

9-11 April 2008 Tokyo, Japan www.icsejapan.com

9-11 April 2008 Tokyo, Japan www.pmec-japan.com

24-26 June 2008 Pudong – Shanghai, China www.cphi-china.com

In the midst of all the turmoil, CPhI China and its ICSE and P-MEC sister events continue to give the

No matter where 2008 will take you and your company, make sure the joint edition of CPhI, ICSE & P-MEC

www.cphi-china.com and click on the visitor registration

and more pharmaceutical companies have come

the pharmaceutical industry in general and Chinese manufacturers in particular face new regulations as well as changes resulting from the FDA and SRDA talks, they will be looking for opportunities to invest in knowledge, skills and quality control. As always, special pavilions at CPhI will be dedicated to specific countries and

China is part of your itinerary and stay a step ahead of change.

To register for CPhI/ICSE/P-MEC China 2008, please go to

event for those who want to stay ahead as more

and platform to meet new business partners and launch products and services. As

and international markets. In 2008, the combined events will host over 1300 exhibitors and numerous high pharmaceuticals from every angle.

the years, CPhI has become the must-attend

to rely on CPhI as their primary meeting ground

pharmaceutical world a clear and unrivalled insight in new developments and opportunities in the Chinese level academic conferences, seminars and the International Forum to illuminate the present and future of

than the world’s principal ingredients show. Over

regions. In 2008, Japan, Korea and Italy will take center stage. New this year will be

19-21 August 2008 Rio de Janeiro, Brazil www.cphi-sa.com

19-21 August 2008 Rio de Janeiro, Brazil www.pmec-sa.com

button at the right.

the Natural Extract Area, which will focus on the application of natural extracts in pharmaceuticals.

ICSE Integrated within CPhI China are a large number of contract services and outsourcing solution providers. Besides contract manufacturing and contract

When registered before 20 April 2008, your visitor badge will be sent out prior to the event. If you register after this date you will need to collect your badge onsite at the venue.

Facts and figures 2007

30 September - 2 October 2008 Frankfurt, Germany www.cphi.com

30 September - 2 October 2008 Frankfurt, Germany www.icsexpo.com

30 September - 2 October 2008 Frankfurt, Germany www.p-mec.com

28-30 November 2008 Mumbai, India www.cphi-india.com

27-30 November 2008 Mumbai, India www.pmec-india.com

P-MEC China 2007, 177 suppliers of machinery and equipment showcased their products and services, compared to 107 in 2006, the year of P-MEC China’s inception. Overall, the

This is what attendees stated about CPhI and P-MEC China 2007: “CPhI China is a bridge into Chinese markets” K&M Lab & Pharmacy – United States

Rohm and Haas Company - United States

the pharmaceutical world the latest accomplishments in analytical equipment, process

Expoconsult BV

2345 Longyang Road

trading as CMP Information

Pudong New Area

P.O. Box 200 | 3600 AE Maarssen

201204

The Netherlands

Exhibitor Profiles

Shanghai

T +31 346 559444 | F +31 346 573811

Active pharmaceutical ingredients, Alkaloids, Amino acids, Antibiotics, Antibodies,

China

E cphi@cmpi.biz | pmec@cmpi.biz

Antimicrobial preservatives, Antioxidants, Biocatalysts, Biotechnology, Capsules/

JMM Pharma Marketing – India

“An excellent forum, very well organized that will continue to grow in value and impact”

manufacturing and engineering. With an increasing number of exhibitors since its

Shanghai New International Expo Centre (SNIEC)

“I attend CPhI China because one can’t miss Chinese suppliers in the years to come”

other exhibitions” Shanghai Tianxiang & Chentai Pharmaceutical Machinery Co. Ltd. – China

P-MEC China focuses specifically on machinery and equipment for pharmaceuticals

Contact details

www.sniec.net

P-MEC China are the most outstanding industry trade events in China compared with the

P-MEC

Venue address

“CPhI China is one of the key-events for ingredients business” Chemacon GmbH – Germany

“This is our first experience at CPhI & P-MEC China, and we are absolutely satisfied. CPhI &

(International Contract Services Expo), this selection of service providers offers a

inception in 2006, a record turnout is expected for 2008. Exhibitors at P-MEC bring

exhibitors were rated as good/excellent by 90% of the international visitors. Over 90% of the international visitors said to have made new, valuable contacts.

services, logistic services, drug discovery and marketing services. Branded as ICSE complete overview of outsourcing services in the pharmaceutical industry.

CPhI China 2007 hosted a total of 18,735 visitors, 4,217 of which came from countries outside China. They met with 1,357 exhibitors from 17 different countries and regions. At

research, other main services provided are packaging, clinical trials, laboratory

technology and everything in between. Bringing together the very best suppliers from around the world, P-MEC China is a must-attend event for pharmaceutical professionals.

encapsulation, Chemical synthesis/analysis, Chiral intermediates, Clinical trials phase i to CCCMHPIE

iv, Coating agents, Colour and dispersions, Contract research, Custom manufacturing,

Opening hours

As previously, the Chinese Chamber of Commerce of Medicines &

Cytokines, Emulsifying/solubilising agents, Enzymes, Excipients and drug formulation,

Tuesday 24 June 09:30 am - 05:00 pm

Health Product Importers and Exporters (CCCMHPIE) will act as a

Fine chemicals, Flavours and perfumes, Formulation development, Glidants, Herbal

Wednesday 25 June 09:00 am - 05:00 pm

local organiser for CPhI China. CCCMHPIE-members will once again

teas, Hormones & synthetic substances, Immunochemistry, Intermediates, Medical

Thursday 26 June 09:00 am - 04:00 pm

prove to be highly valuable go-betweens for foreign and Chinese

devices, Medicinal plants, Microencapsulation, Natural extracts, Ointments bases,

companies eager to engage in new business ventures.

Peptides, Phospholipids, Plant/animal extracts, Prostaglandins, Purification and

In co-operation with Shanghai CMP Sinoexpo Int’l Exhibition Co., Ltd.

separation techniques, Sera and vaccines, Solvents, Stiffening agents, Suppository bases, Suspending/viscosity, increasing agents, Sweetening agents, Synthetic organic chemistry, Tablet binders, Tablet disintegrants, Tablet filler-binders, Tablet lubricants, Tissue culture medias, Wetting/solubilising agents.

CPhI, ICSE & P-MEC China 2009, 24 - 26 June, Shanghai, China www.cphi-china.com | www.icsexpo.com | www.p-mec.com

CPhI China Brand Identity Standards Manual

Print and On-line Communication | Visitor/Exhibitor Ad & Poster

Exhibitor Ad

Visitor Ad

The exhibitor ad below displays a key message but keeps

This visitor ad introduces the generic CPhI strapline into

information to a minimum, preserving the signature white

the body of text. The butterflies have been introduced in

space around the flower and strapline.

accordance with the signature standards.

CPhI China 2009

The ideal place to inspire growth

Take off in a place that inspires growth 23-25 June 2009

With the Chinese economy growing at an exponential rate, CPhI China 2009 is the perfect location from which to access

Shanghai New International

China’s prevalent pharmaceutical industry and learn all about the latest technological innovations.

Business Centre (SNIEC), Pudong, Shanghai, China

Put yourself amongst a wealth of like-minded individuals who can help your business grow and provide you with detailed

www.cphi-china.com

local knowledge of China’s pharmaceutical market. Don’t miss your chance to exhibit and to forge new and exciting networking opportunities at CPhI China 2009. Join us at the Shanghai New International Expo Centre – it’s the perfect environment for growth.

23-25 June 2009 Shanghai New International Expo Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

3192-62 China CPhI Visitor 297 x1 1

3192-34 China CPhI 297 x 210 Ad 1

6/11/08 11:18:14

20/5/08 15:05:57

Poster Posters should keep information to a bare minimum. They should be a teaser to create interest rather than display paragraphs of text.

CPhI China 2009

The ideal place to inspire growth 23-25 June 2009 Shanghai New International Expo Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

Carl

3192-32

CPhI China

19/05/08

1260 x 900 Poster

Teaser information

CPhI China Brand Identity Standards Manual

Print and On-line Communication | Event Catalogue

Event Catalogue The Event Catalogue is often a bulky piece that requires complicated display of large amounts of information and images. This does not mean the design should be compromised. A simple inner pages template should not conflict with the visually busy pages. Format: 285 x 210 mm Layout: 3 columns per page and up to 10 CPhI China Shanghai 2009

Event Catalogue 23-25 June 2009

profiles per page (example below). Exhibitor profiles: All to follow the same layout system, e.g. how addresses, phone

Shanghai New International Business Centre (SNIEC),

numbers, stand numbers etc are indicated.

Pudong, Shanghai, China www.cphi-china.com

Advertisements: Must be placed throughout the catalogue - not all at the beginning. If possible, ads should be placed next to equivalent exhibitor.

1010

| Page | PageTitle Title

CPhI CPhI China China | SNIECC, | SNIECC, Shanghai, Shanghai, 23-25 23-25 June June 2009 2009

| Page | PageTitle Title

1111

CPhI CPhI China China | SNIECC, | SNIECC, Shanghai, Shanghai, 23-25 23-25 June June 2009 2009

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shown is a

draft, created

for illustrative

purposes only.

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CPhI China Brand Identity Standards Manual

Print and On-line Communication | Show Daily

Show Daily The Show Daily is often, by its very nature, a publication that is driven by tight deadlines. Therefore, a simple yet solid template design will carry the CPhI China signature through and act in the best interests of the brand.

Please note: Example shown is a draft, created for

CPhI China 2009

Show Daily

illustrative purposes only.

Tuesday

CPhI China | Shanghai New International Expo Centre | Shanghai | 23-25 June 2009

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Tuesday Tuesday

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Print and On-line Communication | Badges & Party Invitation Exhibitor/Visitor/Press Badges These often have very strict 3rd-party guidelines to adhere to but the example below left illustrates how the brand can still be communicated across to the recipient. Example below right shows a simplified version if your budget doesn't allow a full colour version.

Your personal visitor badge* This personal badge guarantees you free and

Donâ&#x20AC;&#x2122;t forget to bring this personal badge to

easy access to CPhI, ICSE and P-MEC China 2008 for

the event.

all three days. Furthermore you are entitled to collect free copies of the event catalogues

*Any incorrect details on your badge can be amended at the badge

onsite. Badge lanyards as well as your free

query desk at the 'Porta Sud' entrance of the venue or prior to your

catalogues can be collected in registration

visit by contacting Summit at +31 30 2307945.

23-25 June 2009

Allowing room for printed info

Halls 9-11 / 12 / 14 / 18 / 20

SNIEC, Shanghai, China

Your badge is sponsored by:

1. Remove badge by peeling from LEFT OR RIGHT EDGE. Do not peel from corner. 2. Fold in half on central perforation, pressing hard to remove any air pockets. 3. Remove eyelet near the top.

Exhibitor Party Invitation Below is an example of a party invitation. It should in all cases follow the same signature standards as all other printed pieces. It should be eye-catching and the party aspect can be brought out by the addition of a few extra graphical elements/effects.

Exhibitor Party Invitation

Please note:

Example shown is a

placeholder, created for illustrative

purposes only.

We are happy to invite you and your colleagues to attend the Exhibitor Party. Join us in the Business Centre on

Tuesday 23th June 2009 We look forward to seeing you there. Kind regards, The Organisers

CPhI China Brand Identity Standards Manual

Print and On-line Communication | Forms Please note: Example shown is a placeholder, created for illustrative purposes only.

Forms Forms have many different purposes and often it is not suitable to add colour images. However, even within these strict physical constraints, you still still use the correct typeface and mono/one-colour logos.

Stand Sharing Form 2009 Please fax this form to +31 346 559 438 to the attention of the Sales Department CPhI. If more companies are sharing, please photocopy this form.

Main exhibiting company Contact person Mr./Mrs. Address Pos tal c ode / City

Country

Phone

Fax

Personal e-mail* Website

Sharing company Contact person Mr./Mrs.

1 col logo

Address Pos tal c ode / City

Country

Phone

Fax

Personal e-mail* Website An additional administration fee of

250 (excl. of VAT) will be charged to the main exhibiting company.

Sharing company Contact person Mr./Mrs. Address Pos tal c ode / City

Country

Phone

Fax

Personal e-mail* Website An additional administration fee of

250 (excl. of VAT) will be charged to the main exhibiting company.

The organiser allows the number of represented companies on your stand according to your stand size: 12m2 - 20m2: 1 stand sharer 21m2 - 40m2: 2 stand sharers 41m2 - 60m2: 3 stand sharers 61m2 - 80m2: 4 stand sharers 81m2 - 100m2: 5 stand sharers 101m2 or more: no limit The company on the exhibition contract is obliged to fill out complete details sharing companies (General Conditions, see Article 7.1).

Priority Booking Rules

U Number of points is decisive in the priority ranking. Ranking decides order of allocation. U All contract forms for first priority booking must be received on October 5, 2006 latest, second deadline for priority booking points is November 6, 2006.

U All contracts received after the deadline of November 6, 2006 will be allocated on first come first served basis. How to earn priority points U 9 points for companies applying for CPhI Worldwide 2007 in the first priority period (October 5, 2006). U 3 points for companies applying for CPhI Worldwide 2007 in the second priority period (November 6, 2006). U 1 point per 12 sq meter. Note: Priority points will be added after payment. All previous earned points remain valid. The general conditions of Expoconsult BV, trading as CMP Information apply to all contracts received.

Signature:

Date: *UBM Information may from time to time send relevant updates about CPhI and other relevant CMP Information events. Your e-mail will not be passed to 3rd parties. By providing your e-mail address you consent to being contacted by e-mail for direct marketing purposes by CMP Information and its appointed contractors.

Print and On-line Communication | Website & Web Banner

CPhI China Brand Identity Standards Manual

Website The CPhI China website has been created to reflect and protect the interests of the brand. However, when uploading new material always consider position, file size and whether it follows the signature guidelines.

No large file sizes

Web Banner Web banners and buttons are just as important as the website. Often uploaded in places that are competing for visual authority, it is essential that a strong brand identity is maintained. Donâ&#x20AC;&#x2122;t be tempted to add non-approved colours in an attempt to catch the viewersâ&#x20AC;&#x2122; attention.

Standard Banner Sizes: 120 x 60 pixels 125 x 125 pixels 468 x 60 pixels

Print and On-line Communication | Email & Online Registration Form

Emails Communication by email is an integral part of modern business practice. Hundreds, maybe thousands of emails are sent to exhibitors, visitors, sponsors and associates across the CPhI portfolio each day. The design and content of these emails are often overlooked. However, a carefully formatted email can speak volumes about a brand and what it stands for. Emails should be written in Verdana font no smaller than 12 pixels and no larger than 16pixels. Email signatures should also follow this rule and only include essential information. Keep attachments to a minimum and only send attachments that you are sure will be able to be handled and read by the recipient. Not only will this save time but it shows professional practice and pride in the brand. It shows that you take time over what you do and what you write. As a guide, a CPhI China logo attached as part of an email signature should be no more than 20kb in size and no wider than 200 pixels. If you are insure on file sizes and how to modify them, seek out assistance from a design professional.

Online Registration Form An online registration form needs to be clear, concise, intuitive and above all, consistent. With registration forms often being hosted by external suppliers, make sure these suppliers are aware of the CPhI China brand and its signature standards.

Please see Appendix for Data Capture information.

CPhI China Brand Identity Standards Manual

Print and On-line Communication | eNewsletter & Powerpoint eNewsletter

An eNewsletter can be an effective form of communication. However, a poorly designed template can have a disasterous effect on the brand. If you are sending out eNewsletters, make sure total file size (including images) does not exceed 100kb and that all the typographic standards mentioned earlier are adhered to.

Powerpoint Whether internal or external, presentations are an essential tool to communicate your message. If you are backed up by a cohesive Powerpoint presentation template, your presentation will be given professionalism and integrity whilst protecting the best interests of the brand.

Presentation Title Presentation Subtitle

23-25 June 2009 Shanghai New International Business Centre (SNIEC), Pudong, Shanghai, China

Page Header

www.cphi-china.com

Subheader

CEO/General Manager

25.1%

Business Development Manager/Department Head

33.0%

Purchasing/ Procurement Manager

11.7%

Technician/Engineer Office Employee Others

8.0% 18.0% 4.2%

Total attendance 18,735, including 4,217 international visitors

Pharmaceutical Company

22.1%

Fine Chemicals Company

13.3%

Import/Export

11.6%

Marketing

10.1%

Pharmaceutical Manufacturing

9.7%

Biotechnology Company

8.2%

Fine Chemicals Manufacturing

6.2%

Distribution

4.1%

Others

14.7%

CPhI China Brand Identity Standards Manual

Print and On-line Communication | Stationery

Letterhead When using an approved letterhead design, make sure the approved fonts are used in the body of any communication.

China (Shanghai): CMP Sinoexpo 10 Fl. Xian Dai Mansion 218 Xiang Yang Road(s) Shanghai, China Contact Ms. Eunice Weng T +86 21 6437 1178 F +86 21 6437 0982 E euniceweng@cmpsinoexpo.com w www.cphi-china.com

Business Card

Ms. Eunice Weng Ms. Eunice Weng China (Shanghai): CMP Sinoexpo China (Shanghai): 10 CMP Fl. Xian Dai Mansion Sinoexpo 21810Xiang Yang Fl. Xian DaiRoad(s) Mansion Shanghai, China 218 Xiang Yang Road(s) Shanghai, China T +86 21 6437 1178 F +86 21 21 6437 0982 T +86 6437 1178 E euniceweng@cmpsinoexpo.com F +86 21 6437 0982 E euniceweng@cmpsinoexpo.com w www.cphi-china.com w www.cphi-china.com

www.cphi-china.com www.cphi-china.com www.cphijapan.com www.cphijapan.com www.cphi-india.com www.cphi-india.com www.cphi.com www.cphi.com

Only use approved fonts in the body of a letter

Compliments Slip

Print and On-line Communication | CPhI China 2010 outlook Please note: Example shown is a placeholder, created for illustrative purposes only.

2010 Outlook To ensure that the CPhI China brand identity standards remain fresh, contemporary and relevant to the industry, the CPhI China marketing team will be developing a new creative to fall in-line with CPhI Worldwide collection of communication material. Full details of this change will be made available as soon as the development is complete. Below demonstrates how an advertisement may appear using the new style.

CPhI China 2010

The ideal place to inspire growth 23-25 June 2010 Shanghai New International Expo Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

With the Chinese economy growing at an exponential rate, CPhI China 2010 is the perfect location from which to access China’s prevalent pharmaceutical industry and learn all about the latest technological innovations. Put yourself amongst a wealth of like-minded individuals who can help your business grow and provide you with detailed local knowledge of China’s pharmaceutical market. Don’t miss your chance to exhibit and to forge new and exciting networking opportunities at CPhI China 2010. Join us at the Shanghai New International Expo Centre – it’s the perfect environment for growth.

CPhI China Brand Identity Standards Manual

Print and On-line Communication | CPhI China 2010 outlook

CPhI China Brand Identity Standards Manual

Please note: Example shown is a placeholder, created for illustrative purposes only.

2010 Outlook Below demonstrates how a double-page sponsorship document may appear using the new style. Note the consistent use of core colours, typefaces and recurrent imagery.

CPhI China 2010

Sponsorship Opportunities To discuss any of the sponsorship opportunities further, to confirm a specific promotional opportunity or if there is a promotion your organisation is interested in doing, but is not included, please contact: Martin Wilson â&#x20AC;&#x201C; Sponsorship Manager Tel:

+31 (0) 346 559 435

Fax:

+31 (0) 346 573 811

CPhI China 2010

Sponsorship Opportunities 22-24 June 2010 Shanghai New International

E-mail: mwilson@cmpi.biz

Business Centre (SNIEC), Pudong, Shanghai, China www.cphi-china.com

CPhI Pharma events calendar

CPhI India

CPhI Japan

CPhI China

CPhI South America

CPhI Worldwide

28 - 30 November 2008

21 - 23 April 2009

23 - 25 June 2009

26 - 28 August 2009

13 - 15 October 2009

Bombay Exhibition Centre

Big Sight

SNIEC

TransamĂŠrica Expo Center

Feria de Madrid

Mumbai, India

Tokyo, Japan

Pudong Shanghai, China

Sao Paulo, Brazil

Madrid, Spain

www.cphi-india.com

www.cphijapan.com

www.cphi-china.com

www.cphi-sa.com

www.cphi.com

CPhI China 2010 Sponsors include Midas, SAFC, NextPharma, CBI, Bachem, Aptuit, Glenmark, Procaps, Codexis, Indena.

CMP Information P.O. Box 200 3600 AE Maarssen Tel: +31 346 559 444 Fax: +31 346 573 811

CPhI China Brand Identity Standards Manual

CPhI China Signage

Guiding the best interests of the brand

CPhI China Signage Signage plays an important part in communicating CPhIâ&#x20AC;&#x2122;s messages, information and, above all, brand identity. The reputation and integrity of the CPhI group brand relies heavily on a considerate and consistent signage scheme wherever the venue or event. Not only will integrated signage enhance the visitorsâ&#x20AC;&#x2122; experience of the show, it will reinforce CPhIâ&#x20AC;&#x2122;s position as the pharmaceutical meeting place, where intelligence gathers. Various types of signage will have to be used during an event, many of which will no doubt have to escape the constraints of the standard format. Therefore, the examples laid out on the following two pages are for use as a guideline only; to offer a visual starting point for all signage and to illustrate how different orientations can be approached from a designbranding perspective.

CPhI China Brand Identity Standards Manual

CPhI China Signage | Signage Examples

Please note: Examples shown are placeholders, created for illustrative purposes only.

Box Banner Note the clearly visible arrows using text that has a high contrast value against the background.

CPhI Halls 3.0 - 6.2

Portrait Banner Adhere to the signature typography standards.

CPhI Halls 3.0

ICSE Hall 4.1

P-MEC Hall 4.1

Registration

Showcases Sales Stand

Portrait Sign Ensure that punctuation is correct and all banners are proofed internally before

Landscape Banner

using an external supplier to print.

Sales Stand

Organiserâ&#x20AC;&#x2122;s Office

CPhI China Brand Identity Standards Manual

CPhI China Signage | Signage Examples

Please note: Examples shown are placeholders, created for illustrative purposes only.

Finger Board Alternative versions depending

Landscape Sign

on budget.

Organiserâ&#x20AC;&#x2122;s Office

K51

K51 Fascia Board A plain, text-only version may be used if there are budget constraints.

K51 Company Name

Wide Banner

Showcases

CPhI China Brand Identity Standards Manual

CPhI China Signage | Unacceptable Signage Examples

Please note: Examples shown are placeholders, created for illustrative purposes only.

Unacceptable Portrait Banner

Unacceptable Box Banner

Directional banners are hung at least 6m

Make sure all text is legible on a clean background with plenty

from the ground so text should be as large

of contrast. Do not overlay text over image.

and readable as possible.

CPhI Halls 3.0 - 6.2 ICSE Hall 4.1 P-MEC Hall 4.1 Registration Showcases Sales Stand CPhI Halls 3.0 ICSE Hall 4.1 P-MEC Hall 4.1 Registration Showcases

Sales Stand

Unacceptable Landscape Banner Do not use unapproved colours in signage.

Sales Stand

CPhI China Brand Identity Standards Manual

CPhI China On-Site Features

Guiding the best interests of the brand

CPhI China On-Site Features With so much going on and so many messages in an exhibition environment, the visitor/exhibitor is saturated with brands, imagery and sound. It is essential, therefore, that any special features or sales areas relating to CPhI are presented correctly and clearly so that they are as easily identifiable as every other piece of CPhI brand communication. The visitor to a stand or area must be fully aware where they are and the purpose of the area they find themselves in. This next section details requirements of how to present these special areas from a build and graphics perspective.

CPhI China On-Site Features | Requirements

CPhI China Brand Identity Standards Manual

General feature requirements Below is a list detailing specific requirements for all potential feature areas at CPhI China.

Registration • Signage • Enough counters, computer equipment, personnel • Enough space for number of expected attendees • Storage for required materials (catalogues, badges, lanyards etc)

Sales Stand If size and budget of show allows, there should be a UBMi sales stand where exhibitors can rebook for following year to include; • Reception counter • Meeting tables • Display racks for brochures • Signage for next year's event If there is no sales stand, there should at least be a UBMi Info point.

Internet Café If size and budget of show allows, the organisers can offer an internet point to visitors where they have free access to internet. • Always follow signage guidelines • The area can be sponsored • Display racks for brochures are required • A number of computers depending on size of event/budget have to be provided • If space is available, additional seating area can be created

Showcases If there is a showcases programme, a dedicated area has to be offered where the speakers can give their presentations. • Always follow signage guidelines • Provide audio and visual equipment • Seating depending on expected no of viewers • Display racks for brochures of speakers

Seating Area ("Take 5" - take 5 minutes of rest) At least one seating area per hall should be available for visitors to relax. The size and number of chairs/tables depends on visitor numbers and size of show. • Always follow signage guidelines

Feature Area Carpet Colours Feature areas should always be clearly marked by approved and visible signage. In addition, all feature areas should always be marked by a different coloured carpet from that chosen for aisles and shell scheme. Colour for these carpets should not stray from the CPhI signature colours and their variants. For example, if 'CPhI Green' has been chosen as an aisle carpet colour, then the feature area may make use of 'CPhI China Orange' or a darker/lighter tint of either of these colours.

CPhI China On-Site Features | Example Entrance/Registration Arch

CPhI China Brand Identity Standards Manual

Feature examples The following pages offer guidance on how specific feature areas should be dressed with graphics and floral. The examples offer a variety of methods depending on budget, size and shape for the area. They do not intend to be a prescriptive representation of a particular area, they merely offer guidance and illustrate how the CPhI standards can be upheld in the exhibition environment. *Please note that "##local language##" illustrates where the local language can be inserted.

Registration Arch

Exit/Entrance Arch

Only use approved fonts and colours on ALL on-site signage

CPhI China On-Site Features | Example Info Point & Water Point

CPhI China Brand Identity Standards Manual

Information Point

Please ensure that all graphics used are of sufficient resolution for the size and purpose.

Water Distribution Point

If graphics budget is limited, vinyl lettering can be used but please ensure vinyl is cut in the correct typeface (Frutiger) and colour (or as close to 'CPhI Green' as possible).

CPhI China On-Site Features | Example Take 5/Seating Area

CPhI China Brand Identity Standards Manual

Take 5 Seating Areas Providing public seating areas for your visitors on a crowded exhibition floor is not an easy task; size, orientation and shape differ from event to event and from year to year. However, illustrated below and on the following pages are several examples of how a shell scheme Take 5 area, of differing orientation, can be dressed with graphics and floral. Depending on budget, there are several different options that will not only clearly identify the purpose of the area but also uphold the best interests of the CPhI brand.

Mid-row Take 5 Area

Promoting other CPhI events will illustrate to visitors they are attending a truely global event

Dress area with flowers from the specific event; e.g. Water Lily for India, Gerbera for Worldwide

CPhI China On-Site Features | Example Take 5/Seating Area

CPhI China Brand Identity Standards Manual

Corner Take 5 Area

Each Take5 area within the show can be themed on a specific event in the CPhI global portfolio

Dress area with flowers from the specific event; e.g. Water Lily for India, Gerbera for Worldwide

Island Take 5 Area

If budget is tight, coloured panels may be used to dress an area. Ensure paint/ vinyl is as close a match to the CPhI signature colours as possible.

CPhI China On-Site Features | Example Take 5/Seating Area

CPhI China Brand Identity Standards Manual

Take 5 Area with Single Back Wall

Using the show flower as a main graphic can create a simple and effective statement whilst remaining within the CPhI guidelines

Seating colours must remain within the CPhI signature guidelines

Carpet colour must offer a significant contrast from the colour chosen for aisles

Dress area with flowers from the specific event.

CPhI China On-Site Features | Exhibitor 'No-show' Quick Fix Example

CPhI China Brand Identity Standards Manual

Exhibitor 'No-show' Example If an exhibitor fails to arrive at the event, rather than have an empty space in amongst other exhibitors, dress the area with show colours and branding using fast and inexpensive graphics and furniture; to create and additional visitor seating area. Please note that not all the methods shown below need be used. A combination of one or all could be incorporated.

Paint the system panels or use precoloured panels in CPhI China's core colours

Print multiple or one large CPhI China logo to place on most visible wall

Strips of coloured vinyl around the walls are cheap and effective. Be sure to use the best match to CPhI China's core colours as possible

CPhI China Exhibitor Gifts and Visitor Give-aways

CPhI China Brand Identity Standards Manual

Guiding the best interests of the brand

Exhibitor Gifts and Visitor Give-aways Partner/Exhibitor/Visitor giveaways are a great way to reinforce the CPhI China brand whilst giving the recipient a tangible artifact that will hopefully be used in a day-to-day context. Different printing techniques offer many possibilities with regards application of the brand. A pen, for example may only be printed with a single colour logo whilst a ballot box will most probably have full colour printing capability. No matter what method of printing is used, the CPhI signature/logo standards still apply. Consider your responsibility to the environment and use recycled/eco-friendly materials wherever possible.

CPhI China Exhibitor Gifts and Visitor Give-aways | Examples

CPhI China Brand Identity Standards Manual

Give-aways Only use approved palette colours for 1 colour logos. Generally, a visitor give-away will be less expensive than an exhibitor gift.

Pen is just an example. Depending on budget, a variety

of give-aways are available. Please see local promotional item suppliers for more information.

Exhibitor Folder/Pack If a reference to next yearâ&#x20AC;&#x2122;s event is required and a style for 2009 has not been approved, do not attempt to create your own style. Use the 2008 style and substitute in text accordingly. Please note:

Example shown is a

placeholder, created for illustrative

purposes only.

Carrier Bags

Welcome to Shanghai

Material should be stable enough to carry brochures and catalogues. Models with long handles are preferred as they

See you next year

can be carried on the shoulder.

24-26 June 2010 SNIEC, Shanghai, China

www.pmec-china.com

24-26 June 2008 | SNIEC, Shanghai, China

Welcome to CPhI China

cm P information aims to reduce its carbon footprint. t he material used for this box is produced from recyclable material. Please dispose as paper waste.

CPhI China Brand Identity Standards Manual

Appendix

Guiding the best interests of the brand

Appendix

CPhI China Brand Identity Standards Manual

Appendix | Data Protection

Guidelines for the successful capture of data The following is a check list for all UBMI online registration pages. Please ensure that your website offers the following when capturing customer details.

Section 1 – Data Capture and Best Practise

• A Title field displayed as a drop down box with

TOP TIP - At the point of capturing Telephone Number, you

appropriate options, this improves the match rate for

should provide an example of the format you would like e.g.

de-duping or suppressing.

+44 207 921 8180 or 02079218180

• Separate First Name and Family Name boxes.

TOP TIP - Ensure that the information you capture can be used

• Company name box should be mandatory.

by validating it using the following rules:-

• A job title is a salutation, the same as Mr or Mrs. It is a way of

• Does NOT contain all the same number

addressing an individual. Although you should capture it, it is

• Does NOT contain any alpha characters or dashes

worth little unless accompanied by a Job Function.

• The Telephone number should be truncated so there

• If there are multiple address fields in the form, they should each be labelled to avoid confusion when data is delivered by the website host, and ‘address 2’ and ‘address 3’ should NOT be mandatory. • A ‘Country’ field displayed as a drop down box that is defaulted to contain the country that drives the most traffic. In the majority of cases this will be United Kingdom. • Email address field should be long enough to capture an email address (50 Characters) TOP TIP - Ensure that the information you capture can be used by validating it using the following rules:• Contains at least one full stop (.) • Contains one @ sign

are no spaces • When asking demographic questions, use drop down boxes wherever possible. This maintains data quality. • Where you have bandings on questions these should not overlap and should start on a even number e.g you should have 01

0-49

02 50-99 03

100-199

You cannot have 01

1-50

02 50 -100 03

100-200

CPhI China Brand Identity Standards Manual

Appendix | Data Protection

Section 2 – ABC Compliance

If your event is ABC audited and you are doing a Profile audit

• The Email Capture Data Protection Statement should be

then the following questions are mandatory for the audit

placed beneath the email field (see Appendix A). Alternatively

• Company Activity

you can replace this with a tick box that states ‘I have read and

• Job Function

agree to your Privacy Policy. The words Privacy Policy should

No other demographic questions can be mandatory . If your

always link to the Privacy Policy page.

event is not ABC audited, you cannot make any demographic

• Telephone capture should not be mandatory

questions mandatory. If people choose not to answer

TOP TIP – The data protection laws are different for telephone demographic questions, they are treated as unspecified in the capture and mobile capture, so if you use the word telephone ABC audit certificates. you do not need to have the additional data protection • A ‘Job Function’ field displayed as a drop down box with

appropriate options, If you do not know which options to provide contact rwaller@ubm.com who will be able to advise. • Wherever choices are provided, an OTHER choice should also be provided failure to do this will mean that the question cannot be audited for a profile audit. If this is an ABC mandatory question i.e. Job function/company activity then a profile audit will not be allowed and the event will have to undertake a basic audit. • Wherever OTHER is chosen, a free text box should be displayed. This free text box should be held in a unique column within the file feed. • ABC PIQ for websites the wording should be as per this example - “International Confex is audited by ABC to authenticate your registration please answer the following question.” This is useful as it makes the registrant aware of ABC which in turn helps ABC if they contact them during the audit process.

statement. • The Mobile Capture Data Protection Statement should be placed beneath the Mobile field (see Appendix B). Alternativly you can replace this with a tick box that states ‘I have read and agree to your Privacy Policy. The words Privacy Policy should always link to the Privacy Policy page. • You must have a tick box that confirms they have read and understood the Privacy Policy. This should be mandatory. • Everywhere that you use the words Privacy Policy should link to the Privacy Policy. • All Websites should contain the company house information which should be accessible from all pages. TOP TIP – Add the Company house information beneath the footer of the webpage. All registration pages should be sent to rwaller@ubm.com & jehill@ubm.com & kberti@ubm.com for approval prior to going live. The standard turnaround time is 5 days.

• The ABC PIQ MUST be made mandatory.

APPENDIX A

Section 3 – Data Protection Compliance

• Email address cannot be mandatory, unless you require it to fulfil the product/service you are offering e.g. electronic badge fulfilment, or if they’re signing up for a newsletter. If mandatory, there should be a sentence explaining why you require it at point of capture. TOP TIP – Encourage people to give you their email address by adding the following statement ‘Help us to reduce our carbon

"UBM Information Ltd may from time to time send updates about XXX and other relevant UBM Information products and services. Your email will not be passed to 3rd parties. By providing your email address you consent to being contacted by email for direct marketing purposes by UBM Information Ltd" • The above text to be placed at site of email collection • XXX to be replaced with the name of the event/publication

footprint by providing us with your email address so that we

APPENDIX B

can communicate with you in a greener way’

Phone By providing your mobile no. you consent to UBM Information Ltd contacting you with mobile text updates prior to the event only • (Specific to what they have supplied information for in the first place, show / publication etc).

Appendix | Useful Contacts

All enquiries relating to the creation, use and application of any of the brands in the Pharmaceutical portfolio, please contact: International: UBM International Media P.O. Box 200 3600 AE Maarssen The Netherlands T +31 346 559444 F +31 346 573811 E cphi@ubm.com

China (Shanghai): CMP Sinoexpo International Exhibition Co., Ltd 10 Fl. Xian Dai Mansion 218 Xiang Yang Road(s) Shanghai, China Contact Ms. Eunice Weng T +86 21 6437 1178 F +86 21 6437 0982 E euniceweng@cmpsinoexpo.com

Hong Kong: UBM Asia Ltd 17F, China Resources Building 26 Harbour Road, Wanchai, Hong Kong, China Contact Ms. Candice Lau T +852 2827 6211 F +852 2827 7831 E candicelau@cmpasia.com

Internet www.ubm.com www.cphi.com www.cphi-china.com

CPhI China Brand Identity Standards Manual

Brand Identity Standards Manual

Guiding the best interests of the brand 25 January 2009