All great identities grow with the times
2 | Our Brand Identity
Nycomed’s visual identity has evolved. It has been updated so that it is better aligned with today’s needs. It helps explain our company in a fresher, clearer way so that people understand us better. It provides a clear point of difference between us and our competitors. It supports our strategic objectives. All the principles have been designed to support the communication and delivery of the Nycomed brand, inspiring our people and customers alike. By embracing these principles, you will contribute to a strong and professional business looking to the future with optimism and confidence.
Our Brand Identity | 3
EVOLUTION
CLARITY
What’s new? Some things have changed only a little. The logo looks pretty much the same, but has been fine tuned to make it bolder yet be more legible. It works better in small sizes. The colour palette has been expanded and brightened a little. The biggest change is the addition of illustrations and the definition of a strong photographic style.
The split between corporate and product branding has been made more explicit in these guidelines. This is to support the company’s strategy of developing strong individual product brands which have a unique visual look.
The combination of all these changes creates a distinctive look and personality, and helps connect us with our customers. Having an appropriate kit parts is important in establishing a strong identity. Using the tools properly is what continually gives us the edge. Consistency and quality are our watchwords. This document provides an overview of the identity update, and shows the framework for its application. More detailed specifications and guidelines are available on request to those who need them.
The guidelines provide a flexible platform that will be expanded and updated. New illustrations, photography and graphic examples will be added over time. Specifications may also be amended as needs develop and change. To ensure that you have the latest copy, please view the guidelines on: www.nycomed-share.com
This strategy means that the daily impact of the new corporate identity on most people’s work will be minimal. The greatest impact will in the Microsoft templates and ensuring that we use the logo correctly. Where the corporate visual identity will be most visible is in the new Nycomed website, the company presentation, in recruitment advertising and in corporate brochures like the annual reports.
4 | Our Brand Identity
Our Brand Identity | 5
Our brand story. Nycomed’s corporate identity is more than just how we look. It is also about what we say and, most importantly, about what we do. The right identity for our business should be distinctive and compelling, capturing the values and personality of the organisation and all that it stands for. Our brand is developed to reflect and underpin our mission to improve healthcare and our vision to be the preferred partner in Europe.
6 | Our Brand Identity
Our Brand Identity | 7
OUR MISSION
OUR VISION
EVER CLOSER
We focus on Europe to get closer to the needs of people and the medical profession that serves them. That’s why so many of our employees are in contact with the healthcare profession; why we can translate our knowledge into solutions that have a positive impact on healthcare locally; and why every employee is empowered to make a difference wherever they work.
The vision guiding our business is to be the preferred partner in Europe. By understanding European’s ever-changing needs and constantly improving to meet them, we will be the best possible pharmaceutical business partner, and the partner preferred by European healthcare professionals.
Our commitment is to be ever closer to:
• Healthcare professionals: Respect them for the work they do and value their experience with our products
• Patients: See the person behind the patient and provide the choice, quality and usability that are fundamentals in healthcare
• Together: A big company run like a small company where everyone can make a difference
• Business partners: Working together to make every product a success
• Our owners: Justify the trust we receive • Authorities: Recognize that we have a common goal to provide medicines that fit Europe
• Society: Understand our role in an ever changing Europe and act according to our responsibilities
8 | Our Brand Identity
Our Brand Identity | 9
Colours
Our basic elements. The ‘identity wheel’, shown opposite, illustrates the key elements that make up our visual appearance. They comprise our logo, our colour palette, typeface, illustrations and photographic style. These elements are the ‘DNA’ of our identity. Although they may be used in different combinations and in different emphases, they build a unique, distinctive and recognisable look.
Illustrations
Photography
Gill Sans Regular
abcdefghijklmnopqrs
ABCDEFGHIJKLMNO
12345@%&?!*()¢ Typography
Packaging is not included in this document, but it is important to emphasise that the illustrations and photography are never used in packaging. This booklet is intended to give a broad overview and focuses especially on the corporate look and feel. For detail on specific applications, refer to the full guidelinesavailable from www.nycomed-share.com
10 | Our Brand Identity
Our Brand Identity | 11
UPDATING THE LOGO
LOGO POSITIONING
The Nycomed logo is already established as a recognizable part of our identity for customers and patients. Therefore only small changes were made to embolden the letters and give them a little more letter spacing, and making better use of the parallelogram shape, it means that the logo is now more readable in smaller sizes.
Because of the distinctive shape of the Nycomed logo, it is important to carefully consider where it should be positioned on applications. To anchor it into the design, the logo should normally be placed in a corner of the page.
LOGO POSITIONING
Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ Our Reference: FDM/000/00000 Your Reference: AN0/1234 17 March, 2004
Dear Sir, This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words normal letter frequencies, it then cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using the ordinary words with normal letter frequencies, it cannot deceive the eye or brain. As a simulation of actual copy, using ordinary words with actual simultext normal regular letter frequencies, it cannot deceive the eye or brain. Approximate to text have the inherent actual disadvantages that they distract attention towards themselves. Simultext may be produced in to any typeface, at whatever size and formats required. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no real meaning. As a real simulation of actual copy, using ordinary words with normal letter dummy frequencies, it cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Simultext may be produced in any typeface, at whatever size required.
Yours Sincerely
Any Other Job title
Nycomed Group P.O. Box 88, Langebjerg 1 Dk-4000 Roskilde, Denmark
T +45 46 77 11 12 F +45 46 75 42 72 www.nycomed.com
Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ
Annual Report | 2003 Getting closer to our investors
Getting closer to the medical profession
Understand our brand
THE EXCLUSION ZONE
MINIMUM SIZE
VERSIONS OF THE NYCOMED LOGO
LOGO POSITIONING
The logo is a crucial element of our identity. Therefore it must be treated with respect and always appear strong and confident. To ensure that the logo is always clear and consistent, an area of clear space (exclusion zone) must always surround the logo.
To ensure that the logo is always clear and legible, it should be used no smaller than 15mm wide in print applications.
The Nycomed logo is available in the versions below, suitable for both print and digital use.
Because of the distinctive shape of the Nycomed logo, it is important to carefully consider where it should be positioned on applications. To anchor it into the design, the logo should normally be placed in a corner of the page.
For use on screen at 72 dpi, the minimum size is 20mm or 57 pixels.
LOGO POSITIONING
The exclusion zone is double the cap-height of the letters of NYCOMED on all sides. The dotted line in the diagram below indicates the area in which no other graphic elements or text should appear. The boundary also marks the closest that the logo can come to the edge of the page.
Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ
SINGLE COLOUR VESRION PANTONE 速 540
FOUR COLOUR VESRION C 100 M 60 Y 0 K 65
DIGITAL VESRION R 0 G 48 B 92
GRAYSCALE VERSION 100% BLACK
Our Reference: FDM/000/00000 Your Reference: AN0/1234 17 March, 2004
Dear Sir, This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words normal letter frequencies, it then cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using the ordinary words with normal letter frequencies, it cannot deceive the eye or brain. As a simulation of actual copy, using ordinary words with actual simultext normal regular letter frequencies, it cannot deceive the eye or brain. Approximate to text have the inherent actual disadvantages that they distract attention towards themselves. Simultext may be produced in to any typeface, at whatever size and formats required. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no real meaning. As a real simulation of actual copy, using ordinary words with normal letter dummy frequencies, it cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Simultext may be produced in any typeface, at whatever size required.
Yours Sincerely
Any Other Job title
Nycomed Group P.O. Box 88, Langebjerg 1 Dk-4000 Roskilde, Denmark
x
T +45 46 77 11 12 F +45 46 75 42 72 www.nycomed.com
Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ
x
x x 15 mm
WHITE VERSION REVERSED OUT
x
x x Annual Report | 2003 Getting closer to our investors
Getting closer to the medical profession
Understand our brand
13 | Our Brand Identity
Our Brand Identity | 14
COLOUR PALETTE
PRIMARY COLOURS
COLOUR SPECIFICATIONS
Colour is an important part of the Nycomed identity. A wider colour palette has been created to provide increased flexibility and demonstrate that Nycomed is a diverse and colourful company.
Our primary palette of blue, light blue, spring and grey should be the first choice colours that people see. They are the predominant colours for corporate applications.
We have adopted PANTONE’s new Euroscale system which has been developed to provide a better match to the PANTONE special colours. This enables us to adopt a single standard, common throughout Europe, which provides us with the basis for greatest consistency in colour management.
To ensure consistency and strengthen our brand we need to use colour carefully. We make a distinction between primary colours and the secondary colour palette.
NYCOMED BLUE
NYCOMED SUN
NYCOMED SKY
NYCOMED ICE
PANTONE ® is the property of Pantone, Inc.
SECONDARY COLOURS The secondary palette of bright colours offers increased flexibility, and the ability to create different moods on inside pages of literature, for charts and diagrams.
NYCOMED LIGHT BLUE
NYCOMED GOLD
The colours shown here and throughout this manual have not been evaluated by Pantone, Inc. and may not match the PANTONE Standard. Consult current PANTONE Publicationsfor accurate colour.
NYCOMED FLAME
NYCOMED MARINE
NYCOMED SPRING
NYCOMED RUBY
NYCOMED LIME
NYCOMED COOL GREY
NYCOMED CHERRY
NYCOMED MINT
NYCOMED BLUE
USE PANTONE ® 540
C 100 M 50 Y 0 K 50
R 0 G 48 B 92
NYCOMED LIGHT BLUE
USE PANTONE ® 543
C 42 M 11 Y 0 K 0
R 156 G 186 B 214
NYCOMED SPRING
USE PANTONE ® 376
C 53 M 0 Y 85 K 0
R 125 G 186 B 0
NYCOMED COOL GREY
USE PANTONE ® cool grey 6
C 0 M 0 Y 0 K 40
R 181 G 176 B 173
NYCOMED SUN
USE PANTONE ® 115
C 0 M 5 Y 88 K 0
R 250 G 224 B 66
NYCOMED GOLD
USE PANTONE ® 130
C 0 M 37 Y 100 K 0
R 230 G 176 B 18
NYCOMED FLAME
USE PANTONE ® 151
C 0 M 62 Y 90 K 0
R 242 G 125 B 0
NYCOMED RUBY
USE PANTONE ® 1795
C 0 M 94 Y 75 K 0
R 209 G 36 B 33
NYCOMED CHERRY
USE PANTONE ® 2415
C 41 M 100 Y 0 K 3
R 153 G 0 B 112
NYCOMED SKY
USE PANTONE ® 7461
C 91 M 30 Y 0 K 0
R 0 G 138 B 196
NYCOMED ICE
USE PANTONE ® 284
C 53 M 20 Y 0 K 0
R 122 G 171 B 222
NYCOMED MARINE
USE PANTONE ® 325
C 57 M 0 Y 28 K 0
R 87 G 199 B 194
NYCOMED LIME
USE PANTONE ® 390
C 26 M 0 Y 92 K 5
R 181 G 186 B 5
NYCOMED MINT
USE PANTONE ® 370
C 65 M 0 Y 95 K 32
R 79 G 140 B 13
15 | Our Brand Identity
Our Brand Identity | 16
CORPORATE TYPEFACE | PRINTED APPLICATIONS
SYSTEM TYPEFACE | DIGITAL APPLICATIONS
Gill Sans is the corporate typeface that we use in all printed applications where possible. It is a classic, clean, open and easy-to-read typeface that reflects the characteristics of our brand.
Outside of printed applications, we use Arial frequently on a day-to-day basis. It resembles Gill Sans, having the same readability and openness, and is available in nearly all computer programs and applications. It is the Nycomed standard system typeface in Microsoft templates, emails, web and other digical applications.
Tabel 6.
This is dummy text.
FAX Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ
100
UK
88
90
Germany
80
Sweden
64
70
Finland Russia
60
Our Reference: FDM/000/00000 Your Reference: AN0/1234
46
50 40 30
17 March 2004
To: Attn: Fax: CC:
Company name James Smith +01 23 456 789 Mark Roberts
Date: Pages:
19 January, 2004 3
24
From: Mark Smith Fax: +12 34 56 78 90 Tel: +12 34 56 78 90 Direct: +12 34 56 78 90 Mobile: +12 34 56 78 90 Address: PO Box 88, Langengjerg 1 DK-4000 Roskilde, Denmark Email: ms@nycomed.com Web: www.nycomed.com
20 9 10
Dear Sir
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T +46 46 47 11 12
E mats@nycomed.com
International Product Development
Tryffelslingan 14
D +45 46 47 11 11
www.nycomed.com
SE-181 24 Lidingรถ
M +46 46 47 11 12
www.product.se
Any Other Acting Managing Director
Sverige
F +45 46 47 11 12
Nycomed
Box 12125
THE MAIN TITLE USES ARIAL REGULAR 30pt/34pt The Subtitle uses Arial 25pt
0
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Company Name
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Day Month 2004
Yours Sincerely
Any Other Job title
This fax and any information transmitted with it are confidential and intended solely for the use of the individual or entity to whom it is addressed. If you have received this fax in error please inform the person that sent it to you and then delete it and any attachment without retaining copies or disclosing the contents thereof to any other person.
Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to the new complete and area, as the basic copy is simply repeated.
Unauthorized publication, use, dissemination, forwarding, printing, storing or copying of this fax and its associated information is strictly prohibited.
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GILL SANS
ARIAL
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17 | Our Brand Identity
Our Brand Identity | 18
THE NYCOMED ILLUSTRATIONS
The Nycomed illustrations are the most distinctive graphic element of our new brand identity. Their application to communications should therefore be considered with due care and attention. A series of specially commissioned and unique illustrations have been created to form our portfolio.
Their role within our brand identity helps us to convey our commitment of getting closer to our customers, closer to our partners and closer to our suppliers. They also communicate important parts of our company story: i.e. our focus on Europe, our in-licensing strategy.
Our Brand Identity | 19
THE HORIZON LINE The horizon line appears in each illustration and is a strong, recognisable part of the style. To add flexibility in the way the illustrations can be used, the horizon line can be moved up and down, in three set positions. The other elements of the illustrations can also be scaled up and down in size.
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19 | Our Brand Identity
Our Brand Identity | 20
PHOTOGRAPHIC BRIEF
Photography is a vital component of our new brand identity. Our photographic style is of real people in real situations. It therefore demonstrates our honesty, our customer focus, and balances the distinctiveness of our illustrations. The photographic style is also easy to work with. By taking a real-life approach, it can be easily applied to all our markets. This means that locally we can develop photo libraries that are relevant to local needs but also match the corporate style. We don’t use models in our corporate
photography. Instead we always use people who have a real connection to Nycomed. Each image in our photo library identifies the person, their profession and their country. There are many different facets to our business that need to be reflected in our visual communications. We have therefore developed three categories of photography to cover this: People, Reportage and Details.
PEOPLE REPORTAGE
PEOPLE PORTRAITS People are portrayed naturally, being themselves. The style is modern and fresh yet classic and timeless. Close crops and eye contact with friendly, approachable facial expressions will convey their personalities, underpinning our commitment to customer service and understanding the needs of others.
• • • • •
Approachable Personal Relaxed Stylish Human
Reportage photography is an alternative to People and allows for more dynamic portrayal of our business. Reportage is about capturing human interaction between our people, suppliers, customers and partners. It reflects the dynamism and progression of our business through real situations.
DETAILS • • • • •
Dynamic Capture the moment Realism Connectivity Pace
Detail photography reflects our brand’s commitment to quality and attention to precision. Styling should always be bold, confident and impactful creating images that are simple, clean and sophisticated. Details may be of our products, our people or our locations.
CROPPING THE IMAGES • • • •
Natural light Detail but real Abstract beauty Bold
The way we work with photography reflects the way we work with our customers. We crop the photography to get closer to people and demonstrate our attention to detail by focusing on key parts in an image.
21 | Our Brand Identity
Our Brand Identity | 22
Poster ICONS The icons have been specially created for Nycomed. Icons are a useful way of providing international recognition of specific topics that are relevant to our business. They do this in a user-friendly, language free way. We have developed our own vocabulary of icons, each of which has a specific meaning.
a single message (eg featuring a person with a stethoscope for general practitioners). Sometimes though, the icons stand for more abstract ideas such as growth potential, or corporate governance. People will need to get used to the icons which we have developed for these more abstract ideas.
Inevitably with icons, some are instantly identifiable because they use simple recognisable imagery for
All the icons will become recognised through use.
Closer to the Hospital Specialist
Closer to the Pharmacists
Closer to the Hospital Specialist
T-shirt
Pharmacists
Hospital specialists
Markets
Calender October
Closer to the Hospital Specialist
Products
In-licencing
Growth potential
04
November
General practitioners
04
Operating resources Closer to medical professionals
Wk
Mon
Tue
Wed
Thu
Sun
Wk
01
02
03
02
05
06
07
08
09
10
03
12
13
14
15
Financial statements
People
Corporate governance
About us
Fri
16
Sat
Mon
Tue
Wed
Thu
04
01
01
02
03
04
11
02
05
06
07
08
09
10
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03
12
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04
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05
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05
26
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01
Fri
Sat
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LOOKING TO THE FUTURE
The previous pages show how we have evolved our identity. The following pages demonstrate how we can continue to evole. putting these refreshed elements into practice. Getting close medical r to the professio n
Our Brand Identity | 28
Posters
Annual Report
Tabel 6.
FAX To: Attn: Fax: CC:
This is dummy text.
100
Company name James Smith
UK
88
90
Germany
80
Mark Roberts
THE MAIN TITLE USES ARIAL REGULAR 30pt/34pt
Sweden
64
70
Finland Russia
60
Date: Pages: 3
Powerpoint
46
50
The Subtitle uses Arial 25pt
40
James Smith
30
24
20 9 10
Dear Sir,
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Annual Report | 2004
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Working together
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Closer to the Hospital Specialist
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Yours Sincerely
Any Other Job title
Nycomed
Box 12125
International Product Development
Tryffelslingan 14
D +45 46 47 11 11
www.nycomed.com
SE-181 24 LidingĂś
M +46 46 47 11 12
www.product.se
Sverige
F +45 46 47 11 12
Any Other Acting Managing Director
T +46 46 47 11 12
E mats@nycomed.com
Growth
Focusing on Europe
Newsletter
Corporate brochure Website
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A big European company run like a small company, where every employee can make a difference.
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All great identities move with the times
Getting closer to the medical profession
Collecting your ideas
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