Brand Guidelines
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Chapter One 1.1. > A QUICK INTRODUCTION 1.2. > OUR PHILOSOPHY 1.3. > OUR DNA 1.4. > OUR VALUES 1.5. > IT’S ALL ABOUT PERSONALITY
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1 . 1 . > A Q UICK INTRODUCTION
Hello, nice to meet you When you think of a brand, what do you think of? A logo? An award-winning TV ad? Or a pair of trainers? Whatever comes to mind, you can guarantee a vast team of people, with a huge amount of expertise, have spent a long time attempting to turn their brand into your emotional connection with their service or product. Brands aren’t just made. They’re crafted. Built with dedication, patience, even love. And whether they’re facing outwards towards a global market, or inwards into a global corporation like GSK, they work much harder when all facets of the brand communicate in the same way. Brand Edge is many things: it defines the role of the marketer, whatever their level; it provides the framework and the tools to create powerful, global marketing; most importantly, it fosters and recognises great work and great talent. Yet, first and foremost, Brand Edge is a brand. It’s why we put together these guidelines. We want to ensure that all who come into contact with it are consistent in their communication, because when we work together in harmony, we can create a more potent connection with our audiences – and a better, stronger brand. Welcome to the Brand Edge way of thinking.
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1 . 2 . > O U R PHILOSOPHY Brand Edge has one simple, consistent philosophy:
To make great, possible When we say this, we are talking about marketing. After all, the primary function of Brand Edge is to enable GSK to produce great marketing that drives growth.
“Brand Edge is a critical, indispensable component to securing competitive superiority as we look to grow our business even more rapidly in line with the GSK mission.” John M. Clarke, President GSK Consumer Healthcare
“Brand Edge is the way that GSK makes great marketing possible. It provides proven marketing frameworks, tools and learning opportunities, all of which lead to better brands – and better GSK marketers.” Ash Tailor, Global Director Brand Edge,
Yet this philosophy is also something we believe should be reflected in the way we present our image, and the way we showcase ourselves across all our communications. From PowerPoint presentations to the Brand Edge website, whatever your contribution, we don’t just want what’s possible, we want what’s great.
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1 . 3 . > O U R DNA Because you may be one of a number of people who will be accessing and contributing to the Brand Edge brand, we’d like to share our DNA: inspirational, universal, credible and clear. It’s these four vital elements that make us who we are. By always taking them into consideration, you’ll be able write clearer copy and produce engaging visual content, that’s always true to our brand.
Inspirational Universal Credible Clear It’s these four vital elements that make up our brand equity. By taking them into consideration, you’ll be able write clearer copy and produce engaging visual content, that’s always right on brief.
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1.3.
Inspirational We’re all about turning good to great. We do this by inspiring GSK marketers to achieve the best, not just for their brands and for GSK, but also for themselves. Every time a marketer comes into contact with our brand – whether it’s through our framework or our tools – they should feel inspired to achieve greater levels of success. And it’s our ambition for greatness that we want to spread across the GSK Company. Inspiration is a powerful characteristic for any brand to have, and we want ours to shine through in every single piece of communication we produce.
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1.3.
Universal GSK is a global company with global brands; a company that transcends culture, race and demographic. So whether we’re being accessed by a new starter in New Mexico or being used by a marketer leader in Bulgaria, everything should look and feel as if it comes from the same family.
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1.3.
Credible We may be perceived as a powerful marketing tool – and one that is already making a positive, beneficial difference to GSK – but we’re also human. We’re made up of real people, with real experiences and real challenges. It’s this human characteristic that helps us connect our way of marketing with the way we need to work, and it’s something we don’t want to lose.
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1.3.
Clear We always find the clearest and most direct way to express ourselves. Because we think it’s best to tell it like it is. That means no jargon, no waffle. Brand Edge is about the 20% that makes 80% of the difference – with simplicity at the heart of everything we do.
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1 . 4 . > O U R VALUES
So what does that make us?
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We are:
We are not:
Flexible and approachable
Corporate and detached
Forward-thinking and open
Blinkered by process
Simple and stylish
Cluttered and confusing
Real people with real experiences
A marketing machine
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1 . 5 . > I T ’ S ALL ABOUT PERSONALITY In a world that’s cluttered with brands, for us, a few stand out. We think it’s okay to like these brands. In fact, we admire them, because there are elements of these brands that we believe capture the essence of ours:
We like you…
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Because…
And just like you…
ou are confident, you are inventive and you Y are bold in the way you communicate.
We want to ensure we are inventive and bold.
ou are aspirational, you are innovative and Y you constantly deliver with your product.
We want to create an achievable, aspirational benchmark.
ou are helpful, you are knowledgeable and Y you are pioneers in your field.
We want to help and be a catalyst of knowledge.
ou are imaginative, you are professional, you Y develop products that help others to work better.
We want to help marketers work better.
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Chapter Two 2.1. > GETTING TO KNOW US 2.2. > OUR STYLE 2.3. > OUR GLOSSARY
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2 . 1 . > G E T TING TO KNOW US
Tone of voice Every time we say something, it needs to reflect our personality. In other words, it should capture the essence of Brand Edge and project it in a professional, friendly, and engaging way. And while it’s good to be mindful of GSK’s global way of communicating (as GSK will always be part of the bigger picture) it’s also good to remember that we’re only ever talking to one person at a time. That one special person. Whether they’re sitting right at the back of the auditorium on row Z, or sitting next to you at your desk or chatting over a cup of coffee. These three personality traits do a great job of summing up our tone of voice:
• We’re friendly, but we’re not your mate. • We’re marketers, but we avoid marketing lingo. • We’re innovative, but we don’t baffle with science. Take these into consideration when you write content, and you should be well on your way to producing the perfect tone of voice.
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2 . 1 . > G E T TING TO KNOW US
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We are:
We are not:
Straight-forward
Convoluted
Friendly
Overly familiar
Insightful
Complex
Confident
Arrogant
Imaginative
Dull
Optimistic
Negative
Collaborative
Isolated
Professional
Inexperienced
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2 . 2 . > O U R STYLE
Think about your reader Before you even put fingers to keyboard, take some time out to think about what your reader really wants to know – not just what you want to tell them. Make your communications easy to read We use simple sentences and language that’s easy to understand. Remember, if anyone has to read what you’ve written more than once to understand it, you need to rewrite it. As well as the language being clear and direct, the way we lay out the words on the page is important too. Titles, subheadings and bullet points draw people into the page and help them find their way around.
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2 . 2 . > O U R STYLE
Avoid jargon and acronyms
Vary length of sentences
Some people enjoy using a smorgasbord of fast-paced, hard-sell, marketer-friendly words and phrases. We think it’s best to avoid them. Write in plain, simple English and stay away from the jargon.
Short sentences are best – try to avoid any that are longer than 25 words. But, you’ll need to mix it up to keep it interesting. When you vary the length of sentences, your copy will be easier and more enjoyable to read.
Active not passive
Numbers
We use the ‘active voice’ because it’s clearer and more direct, easier to understand, and uses less words.
Numbers one to ten should be written out: one, two, three, four, five, six, seven, eight, nine, ten. Number 11 onwards should be written in figures: he was 12 years old. Numbers at the beginning of sentences should be written out: two million years ago.
Active: The copywriter wrote the guidelines. Passive: The guidelines were written by the copywriter.
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2 . 3 . > O U R GLOSSARY There are a few do’s and don’ts in the Brand Edge way of writing. These help us to reflect our brand personality across all communications, by keeping things consistent.
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Do use:
Do not use:
Framework
Module
Marketer
Marketeer
Essentials
Basics (ie basic training)
Capability
Training
Clarity
Simple
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2 . 3 . > O U R GLOSSARY Alternative words The shorter or simpler word or phrase is usually the more effective. It also makes us sound more human:
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Try:
Instead of:
Use
Utilise
To
In order to
Find out
Ascertain
Consider
Give consideration to
Before
Prior to
Start
Commence
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Chapter Three 3.1. > OUR VISUAL IDENTITY 3.2. > OUR LOGO 3.3. > OUR COLOURS 3.4. > OUR TINTS 3.5. > OUR VIGNETTES / GRADIENTS 3.6. > OUR BACKGROUNDS 3.7. > OUR TYPEFACES 3.8. > OUR ICONOGRAPHY 3.9. > OUR PHOTOGRAPHY 3.10. > OUR POWERPOINT TEMPLATES
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3 . 1 . > O U R VISUAL IDENTITY
It’s true, looks do matter In business, first impressions really do count. That’s why it’s important for us to keep our visual identity coherent. Consistency leverages our strength as a brand and helps build awareness. So whichever medium we present ourselves in, being uniform is the key to brand recognition – and respect. These 5 components bring our visual identity to life. When used correctly, they ensure all our communications are the best they can be, from print to PowerPoint to online.
Logo Colours Typefaces Photography Iconography
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3 . 1 . . > O U R VISUAL IDENTITY
LOGO
COPY ELEMENTS
Great news, we’ve just… BRAND EDGE SECONDARY COLOUR PALETTE
VISUAL
PRIMARY COLOUR PALETTE
ELEMENTS
IMAGERY
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TYPOGRAPHY
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3 . 2 . > O U R LOGO
The Brand Edge logo is the most visible expression of everything we stand for. It represents our individuality, our professionalism and visually personifies our brand DNA.
DO NOT: • Change the colour • Change the shape
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3 . 2 . > O U R LOGO Always position the logo for maximum impact and give it plenty of room to “breathe” to ensure its impact and legibility. Clear space separates the logo from other elements such as headlines, text, imagery, and the outside edges of printed materials. A minimum amount of clear space — equal to 2X — must surround the logo at all times. Whenever possible, use a larger amount of visually uninterrupted space for optimal visibility.
Minimum size for reproduction is 20 x 20mm.
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3 . 2 . > O U R PARENT LOGO - GlaxoSmithKline Every piece of Brand Edge communication material needs to include the GlaxoSmithKline logo. Any document consisting of more than 4 pages should also carry the GlaxoSmithKline disclaimer. Please refer to the appropriate literature when using the GlaxoSmithKline logo in your marketing materials. The appropriate guidelines can be downloaded from the GSK intranet site.
Literature
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Signage
Stationery
Miscellaneous
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3 . 3 . > O U R COLOURS – PRIMARY PALETTE Our corporate colours were chosen to help convey that we are a vibrant, forward-looking brand, professional and approachable. We have a Primary Palette and a Secondary Palette, with all tints and vignettes falling out of these specified colourways. Please DO NOT use colours other than the approved Brand Edge colour palette.
The primary colours are:
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BRAND EDGE DARK BLUE
BRAND EDGE LIGHT BLUE
BRAND EDGE SILVER
BRAND EDGE WHITE
C: 90 / M: 81 / Y: 0 / K: 0
C: 79 / M: 55 / Y: 0 / K: 0
C: 41 / M: 27 / Y: 18 / K: 0
C: 19 / M: 12 / Y: 8 / K: 0
R: 22 / G: 33 / B: 108
R: 02 / G: 120 / B: 244
R: 165 / G: 176 / B: 190
R: 214 / G: 219 / B: 226
PMS:
PMS:
PMS:
PMS:
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3 . 3 . > O U R COLOURS – SECONDARY PALETTE The secondary palette has been chosen to complement the master-brand, and is made up of interesting and vibrant colours that can be used in headlines, text blocks, iconography, etc Please DO NOT use colours other than the approved Brand Edge colour palette.
The secondary colours are:
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BRAND EDGE DARK PURPLE
BRAND EDGE LIGHT PINK
BRAND EDGE RED
BRAND EDGE WARM BLUE
BRAND EDGE COLD BLUE
BRAND EDGE GREEN
BRAND EDGE YELLOW
C: 52 / M: 100 / Y: 0 / K: 26
C: 29 / M: 90 / Y: 0 / K: 0
C: 0 / M: 100 / Y: 99 / K: 4
C: 100 / M: 66 / Y: 0 / K: 2
C: 60 / M: 7 / Y: 0 / K: 0
C: 80 / M: 0 / Y: 90 / K: 0
C: 0 / M: 38 / Y: 100 / K: 6
R: 112 / G: 20 / B: 113
R: 182 / G: 63 / B: 151
R: 227 / G: 27 / B: 35
R: 0 / G: 93 / B: 170
R: 19 / G: 181 / B: 234
R: 0 / G: 177 / B: 90
R: 238 / G: 175 / B: 17
PMS: 260
PMS: 246
PMS: 1797
PMS: 286
PMS: 298
PMS: 354
PMS: 124
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3 . 4 . > O U R COLOURS – TINTS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
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3 . 5 . > O U R VIGNETTES / GRADIENTS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
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3 . 6 . > O U R BACKGROUNDS Brand Edge background colours should always be solid. However, when this is not possible, a tint or vignette may be used. In some cases, you might also want to use a background pattern or image. Just make sure your choice doesn’t detract or clash with any text or photography.
A background can be solid colour, a tint or vignette or an image.
Do not use radial gradients.
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3 . 6 . > O U R BACKGROUND IMAGERY These background images are for your easy reference.
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Please note: Italics and condensed weights
3 . 7 . > O U R TYPEFACES – PRIMARY TYPEFACE
are not shown here but may be considered part of the family. Frutiger can be used at any
Frutiger Font Family
appropriate size but the minimum size for print materials in 5pt.
Frutiger was developed by famous type designer Adrian Frutiger in 1968. Originally created for the signs of Paris’ Charles de Gaulle Airport, this true sans serif classic now graces magazines, books and correspondence all over the world. As the chosen typeface for all Brand Edge communications, it meets several functional criteria through its legibility, timelessness, simplicity and familiarity. It’s appropriate to use across a broad range of communications, from emails to presentations, and it aligns to our brand platform and personality attributes.
Leading should be set a minimum of 2pts higher than the chosen type size but no more than 8pts.
PowerPoint: Frutiger is our preferred choice for all communications, with the exception of PowerPoint for which
Frutiger 45 Light
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3 . 7 . > O U R TYPEFACES
Frutiger 45 Light
20pt The quick brown fox jumps over the lazy dog
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3 . 7 . > O U R TYPEFACES
Frutiger 55 Roman
20pt The quick brown fox jumps over the lazy dog
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3 . 7 . > O U R TYPEFACES
Frutiger 65 Bold
20pt The quick brown fox jumps over the lazy dog
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3 . 7 . > O U R TYPEFACES
Frutiger 75 Black
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Please note: Italics and condensed weights
3 . 7 . > O U R TYPEFACES – SECONDARY TYPEFACE
are not shown here but may be considered part of the family. Frutiger can be used at any
ITC Stone Serif family (Adobe)
appropriate size but the minimum size for print materials in 5pt.
To be used as an addition to Frutiger to improve legibility on large quantities of continuous text. Please note: Stone Serif should never be used as a headline font or to emphasise information.
Leading should be set a minimum of 2pts higher than the chosen type size but no more than 8pts.
PowerPoint: Frutiger is our preferred choice for all communications, with the exception of PowerPoint for which
Stone Serif Medium
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3 . 8 . > O U R ICONOGRAPHY Always position the ICON for maximum impact and give it plenty of room to “breathe” to ensure its impact and legibility. Clear space separates the ICON from other elements such as headlines, text, imagery, and the outside edges of printed materials. A minimum amount of clear space — equal to 2X — must surround the logo at all times. Whenever possible, use a larger amount of visually uninterrupted space for optimal visibility.
Minimum size for reproduction is 20 x 20mm.
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3 . 8 . > O U R ICONOGRAPHY
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B R A N D S T E WA R D S H I P
COMMERCIAL DECISION MAKING
CONSUMER & SHOPPER CONNECTIONS
EXPER T CONNECTIONS
INNOVATION
INSIGHT
SCIENCE
C U S T O M E R C AT E G O RY MANAGEMENT
SOURCE OF GROWTH ANALYSIS
STRATEGY
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3 . 9 . > O U R PHOTOGRAPHY Photography is a powerful and dynamic tool and, as a predominantly photographic brand, our values and philosophy are reflected in the images we use. From our website to our brochures, they should always communicate the diversity, energy and professionalism of what we stand for. Our images show natural, real-life people and situations, reflecting the modern business world, without ever being clichéd or forced.
Please note: Images that are used in printed materials should be reproduced at print quality – 300 dpi.
DO NOT use images with models that are too highly styled, too pretentious or cold, or too posed. DO NOT use models who appear boring or plain or too pretty. (They should not be bald or have tattoos.) Do not crop peoples faces.
We don’t: • Use a stylised approach – no arty ‘out of focus’ images or intense colours • Use predictable stock photography of men and women at business meetings or shaking hands – these are too contrived • Use black and white photography or ‘cut outs’ (where the main part of the photo has been cut away from it’s background) • Take photos at an angle or tilt photos when we place them on the page • We never, ever use clip art
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3 . 9 . > O U R PHOTOGRAPHY All our photography needs to feel: • Natural and relaxed
• Animated and energetic People talking, listening, presenting, going about their work
• Dynamic Suggesting we’ve captured something that has just happened
Examples for illustrative purposes only.
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3 . 9 . > O U R PHOTOGRAPHY
YES! These pics are ‘yes’ because they are: • interesting • an animated angle • modern and contemporary • inspirational • showing the subject in an unusual way (people diving and hot air balloon) • in colour only
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3 . 9 . > O U R PHOTOGRAPHY
NO! These pics are ‘no’ because they are: • are too fussy • have flat composition • are black and white • are blurred • badly cropped • contrived composition • are clip art!
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3 . 9 . > O U R PHOTOGRAPHY – CROPPING Try cropping images if the image requires it, this will help to focus the attention on the relevant part of the image.
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3 . 1 0 . > O U R POWERPOINT TEMPLATES For PowerPoint screen presentations, the title and text pages should all carry the same Brand Edge logo, colour and typography. Pages should be positioned and laid out as shown here.
A full PowerPoint template guide is available by contacting Ash Tailor.
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Chapter Four 4.1. > APPROVA L PROCESSES
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4 . 1 . > A P P ROVAL PROCESSES
Don’t just get it. Get it 100% right By adhering to these brand guidelines, we’re pretty sure you’ll be right on brief with everything you develop for Brand Edge. So, once you’re satisfied with what you’ve produced, please send your work to Ash Tailor, Brand Edge Global Director. He’ll double check everything, making sure your contribution to Brand Edge is consistent, comprehensive and correct. Once you have his sign off, your communications can be distributed. Thank you.
Contact: Ash Tailor Global Director, Brand Edge ash.2.tailor@gsk.com +44 (0)7951 588 253
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These Brand Edge Guidelines are the property of GlaxoSmithKline. If found, please do not read or reproduce them in any way. Either destroy them, or post to GSK House, 980 Great West Road, Brentford, Middlesex, TW8 9GS, United Kingdom. March 2010.
BRAND GUIDELINES | MARCH 2010
47