JJMC_EES by chen yuan

| Brand identity guidelines

05.03.10

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For EES internal use only

Brand identity guidelines | How to use this guide

How to use this guide. We strive every day to deliver a consistent brand experience. Our audiences expect it. Everyone is responsible for protecting it. That’s why we created the Ethicon Endo-Surgery brand book. There are three modules that can be referenced, and they explain what you need to know about applying our brand’s elements correctly and consistently. This module shows how to bring our brand identity to life. There are specific guidelines for our brand logo, lockups, color palette, dot patterns, photography, typography and layout. While these guidelines should be followed to achieve a successful brand experience, they are not meant to hinder creativity, rather to enhance and inspire it.

What’s inside:

Ethicon Endo-Surgery brand book

Brand strategy overview

Brand identity guidelines Brand voice guidelines

Quick reference guide. This is a helpful tool that provides a brief overview of our master-brand identity. Use it as a helpful reminder when developing or approving creative work. If you need more detailed information, see the appropriate section.

Also available:

Logo guidelines. From color to clear space, these guidelines explain how to use our master-brand logo. Use them if you need to apply our logo in any communications.

• Brand identity quick reference guide • Brand voice checklist

Graphic system guidelines. These guidelines show how to use our entire graphic system. Use them if you need to apply our color palette, dot patterns, photography, typography or grid. Sample applications. Here you’ll find samples of our master-brand identity in action. Review these samples to see how our brand is applied to everything from business cards and advertising to devices and apparel. Sub-brand guidelines. These guidelines explain how to use our sub-brand identities. Use them if you need to apply the Ethicon Endo-Surgery HARMONIC®, Ethicon Endo-Surgery ENSEAL®, Ethicon Endo-Surgery MAMMOTOME® or Ethicon Endo-Surgery REALIZE® identity.

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Brand identity guidelines | Table of contents

Go on, take a look inside.

Brand identity guidelines Logo guidelines

Graphic system guidelines

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How to use this guide Quick reference guide 01 Master-brand logo story 02 Meet our logo 03 Mark and logotype 04 Sizing and clear space 05 Color and background 06 Incorrect usage 07 Lockups 08 Lockup format 09 J&J descriptor lockup 10 Name and acronym 11 Spectrum of expression 12 Color palette 14 Typography 15 Dot patterns 16 Dot pattern samples 17 Dot pattern principles 18 Dot pattern backgrounds 19 Dot pattern incorrect usage 20 Grid system 21 Graphic band 22 Graphic band samples 23 Graphic band incorrect usage 24 Information graphics 25 Photography library 27 Photography principles 33 Photography incorrect usage 34 Graphic systems samples

Sample applications

36 Business cards 37 Stationery 38 Collateral and advertising 39 Devices 40 Environments 41 Apparel 42 Personal identification

Sub-brand guidelines

44 Architectural overview 45 Dot pattern 46 Color backgrounds 47 HARMONIC and ENSEAL 53 REALIZE for non- consumer audiences 57 REALIZE for consumer audiences 59 MAMMOTOME for non- consumer audiences 62 MAMMOTOME for consumer audiences

Resources

64 Glossary 65 Contacts

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Brand identity guidelines | Logo guidelines

It all starts with our brandâ&#x20AC;&#x2122;s logo, which comprises different-sized dots that join together to form one logo. It represents our commitment to unite people for the greater good â&#x20AC;&#x201D; in our company and in our world. Just as each dot comes together to form our logo, so do our associates come together with physicians, payors and providers to create a whole greater than the sum of its parts, focused on creating life-changing, human experiences for patients.

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Brand identity guidelines | Logo guidelines

Meet our logo.

Our master-brand logo is our face to the world. The following pages will explain how to use it correctly and consistently.

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Brand identity guidelines | Logo guidelines | Mark and logotype

The making of our logo.

As the cornerstone of our brand’s identity, the look and placement of our master-brand logo must be consistent at all times. Otherwise, our brand’s image could be negatively affected over time.

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A. “e” mark Our “e” mark symbolizes our brand strategy. It uses our dot pattern to form an “e,” which represents how we unite people for the greater good and that our whole is greater than the sum of its parts. The “e” mark should only stand alone in rare circumstances, and must be approved prior to production.

Need additional guidance? Visit http://eesbrandhub.jnj.com

B. Logotype The logotype is a carefully typeset version of the name Ethicon Endo-Surgery. Never alter or use it without the “e” mark, unless special permission and approval is granted from the brand leadership team.

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Brand identity guidelines | Logo guidelines | Sizing and clear space

It needs a little space.

.625"

A. Clear space The length of the top of our logo to its base is “x.” Keep the area equal to .5x around the logo clear of any graphic elements or text, so the logo can stand out.

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B. Clear space (circular) The safe area is equal to the height of the “E” in Ethicon Endo-Surgery, surrounding a circle with the same diameter as the logo.

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C. Minimum size Our logo must be at least .625”. The logotype’s width determines the minimum size. To maintain legibility, do not reproduce the logo any smaller than the minimum size.

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Brand identity guidelines | Logo guidelines | Color and background

Red, please. The logo reversed out of a photograph

The two-color logo used over a light photograph

The logo reversed out of red

The one-color logo (70% gray on white) B.

The logo reversed out of a dominant color field The one-color black logo (100% black on white) A.

The logo reversed out of a black color field

Color is a powerful means of recognition, so the two-color version of our master-brand logo is preferred.

A. Two-color logo Use this version for most corporate communications, stationery and signage.

When you can’t use two colors, as in newspapers, you can use the one-color version. Never reproduce the logo in any way other than what is shown on this page. You may only use the two-color versions shown here.

B. One-color logo You can use the approved one-color version in gray on a white- or light-colored background.

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C. One-color logo black You can use the approved black one-color version only if the application mandates the use of black. In all other scenarios, the use of the two-color or one-color gray are mandatory.

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D. Placement of logo on color or photography You may place the logo on a color ﬁeld or over a photograph, but there must be enough contrast to read it easily. On a dominant color field, use the two-color, one-color or reversed-to-white version. Over a photograph, make sure it’s not too busy or distracting. The logo reversed out of black should be used only when this use is mandatory. In all other scenarios, the use of the two-color or one-color gray are mandatory.

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Brand identity guidelines | Logo guidelines | Incorrect usage

Incorrect logos.

Ethicon Endo-Surgery

To preserve the integrity of our logo, never change the approved configuration or substitute elements. The mark, without Ethicon Endo-Surgery, should only stand alone in rare circumstances and must be approved prior to production.

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A. Do not distort proportions. B. Do not change the color. C. Do not tint the color. D. Do not change the angle. E. Do not use degraded logos. F. Do not use without the “e” mark. G. Do not change the “Ethicon Endo-Surgery” lettering. H. Do not outline in white. I. Do not place on busy backgrounds. J. Do not use drop shadows, glows or bevels on the logo. K. Do not change the logotype’s position in relation to the “e” mark.

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Brand identity guidelines | Logo guidelines | Lockups

Our logo and lockups.

Please note: Specialties are defined groups and will be provided lockups through their marketing communications partner. Products or services will be provided lockups during creative development. New specialties, products and services must follow these guidelines for lockup development with the oversight of a marketing communications partner.

A. Master-brand logo This is our corporate logo. It should be used for corporate, specialty, master-brand products and services, and internal communications. Use this for products or services that are core offerings and support our brand positioning.

B. Master-brand specialty lockup Use this for specialty-specific or multi-brand communications that support our brand positioning.

Do not create your own logo lockups.

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Brand identity guidelines | Logo guidelines | Lockup format

How to lay out a lockup. Master-brand specialty lockup

When the Ethicon Endo-Surgery logo is locked up with a specialty, the specialty appears under the logotype. Use only Gotham Light. Proper size and spacing is shown above. Type should be set in primary gray as designated on page 12.

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Brand identity guidelines | Logo guidelines | J&J descriptor

Global J&J descriptor.

We are part of the Johnson & Johnson family, and will use a Johnson & Johnson descriptor line for all audiences with the exception of consumers. The J&J descriptor line is never to be locked up with sub-brand logos or specialty designations.

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The EES master-brand logo with the descriptor line above is appropriate for global audiences. In certain cases, a region-specific application is required. Please contact Global Marketing for more information.

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NOTE: The J&J script must be 5/8â&#x20AC;? in length. Therefore, you cannot scale down the EES logo + descriptor together. Again, contact Global Marketing for questions.

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Brand identity guidelines | Logo guidelines | Name and acronym

How to use our name.

Ethicon Endo-Surgery

EES

Our full name

Our acronym

Our full name is Ethicon Endo-Surgery. The first reference in communications should use our full name. Once our full name is used on the page, our EES acronym can be used for subsequent uses.

Example: At Ethicon Endo-Surgery, we believe in the power of education. From our beginning, we knew it wasnâ&#x20AC;&#x2122;t enough to simply create innovative medical devices. Thatâ&#x20AC;&#x2122;s why EES made the commitment to build the first world-class Endo-Surgery Institute in Cincinnati, Ohio.

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Brand identity guidelines | Graphic system guidelines | Spectrum of expression

Our spectrum of expression. Rational

Emotional

Precise, Intuitive, Intelligent

Flexible, Performance, Connection

Warm, Human, Nurturing

While we always want to deliver a consistent brand experience, there are times we need to express different elements of our brand. Sometimes we need to emphasize our intelligence, precision and intuitive devices. Other times, we need to be more emotional and focused on connections. Depending on our audience or communications intent, it’s important to find the balance between rational and emotional. That’s why we provide a range of application options — from rational (far left) to more emotional (far right). Use the charts on the following pages to help find the right balance.

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Brand identity guidelines | Graphic system guidelines | Color palette

Show our colors. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Ethicon Endo-Surgery Gray

Ethicon Endo-Surgery Red EES Red

PMS 1797c CMYK 0/100/90/0 RGB 237/27/47

EES Gray

PMS Cool Gray 11c CMYK 0/0/0/70 RGB 109/111/113

A. Primary palette

Warm, Human, Nurturing

PMS 187c CMYK 0/100/79/20 RGB 196/18/48

PMS Cool Gray 4c CMYK 12/7/6/17 RGB 201/203/204

PMS 1817C CMYK 0/90/100/66 RGB 111/18/0

PMS Cool Gray 2c CMYK 5/3/4/8 RGB 230/231/232

PMS Cool Gray 8c CMYK 23/17/13/41 RGB 161/163/165

Silver PMS 877c

B. Secondary palette

To make sure our brand always communicates consistently, we developed an extensive color palette that can be used across all applications. Please do not use any colors outside of this palette.

A. Primary palette Our core colors are red and gray. Since theyâ&#x20AC;&#x2122;re bold, you can soften them by using more white space.

B. Secondary palette In addition to our primary palette, we use our secondary colors as accents.

These colors should only be used for marketing communications. Device colors, including cartridges, should be determined during the standard product development process.

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Brand identity guidelines | Graphic system guidelines | Color palette

More colors. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Warm, Human, Nurturing

PMS 285c CMYK 89/43/0/0 RGB 0/125/195

PMS 2925c CMYK 84/21/0/0 RGB 0/150/215

PMS 542c CMYK 62/22/0/3 RGB 86/159/211

PMS 3125c CMYK 83/0/21/0 RGB 0/181/204

PMS 7465c CMYK 50/0/25/0 RGB 122/204/200

PMS 271c CMYK 43/37/0/0 RGB 147/152/204

PMS 224c CMYK 1/63/0/0 RGB 238/128/179

PMS 1777c CMYK 0/45/40/0 RGB 244/136/135

PMS 178c CMYK 0/59/56/0 RGB 245/134/108

PMS 1585c CMYK 0/56/90/0 RGB 246/137/51

PMS 124c CMYK 0/17/80/0 RGB 238/178/17

PMS 142c CMYK 0/26/76/0 RGB 253/190/86

PMS 576c CMYK 49/0/100/39 RGB 92/135/39

PMS 368c CMYK 57/0/100/0 RGB 123/193/67

PMS 584c CMYK 12/0/79/6 RGB 217/218/86

PMS 3935c CMYK 1/0/68/0 RGB 225/243/115

PMS 4525c CMYK 0/7/39/17 RGB 218/199/147

PMS 375c CMYK 47/0/94/0 RGB 160/206/103

C. Tertiary palette

This is our tertiary color palette. Our primary and secondary color palettes appear on page 12.

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C. Tertiary palette Use these colors sparingly, because they have greater impact.

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Brand identity guidelines | Graphic system guidelines | Typography

Type it out. Gotham Light

Gotham Book

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 A.

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 B.

Our typography is a strong expression of our brand’s personality. We only use two typefaces for our materials: Gotham and Arial. Only in the case of Cyrillic should Nimbus Sans be used. Russian and other Slavic languages are written using the Cyrillic alphabet.

A. Gotham Gotham is a nice, versatile typeface with many sizes and weights that you can use for your application or context. Please do not use any substitutes. Gotham Medium works well for display copy. You can use Gotham Bold, Book or even Light for display too — just be consistent with our guidelines.

B. Arial Arial is the font to be used by employees online, in email, or in Microsoft® Office applications like PowerPoint or Word, or when translating into languages with characters not available in Gotham. However, Arial should never be used in professional print communications. In these cases, Gotham must be used.

Gotham Light and Book are the most legible, and work well at smaller point sizes. If you need to emphasize a specific word or line, try Medium or Bold.

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Brand identity guidelines | Graphic system guidelines | Dot patterns

Make it a pattern. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Sub-brand

Warm, Human, Nurturing

C. Master-brand dot pattern

Here are the four dot patterns we created to use in communications. Just like our brand logo, our dot patterns should always be used consistently. Never use our dot patterns in red.

Ethicon Endo-Surgery MAMMOTOME sub-brands can choose from a multi-textured dot pattern (D). The organizational layout of each dot pattern is “locked,” but can be adapted by changing:

Our four dot patterns can be used in a variety of ways — for the master-brand, choices range from precise, ordered, rational (A) to varied, textural, emotional (C). Our Ethicon Endo-Surgery HARMONIC, Ethicon Endo-Surgery ENSEAL, Ethicon Endo-Surgery REALIZE and

D. Sub-brand dot pattern

The dot pattern on the above right is used for our Ethicon Endo-Surgery HARMONIC, Ethicon Endo-Surgery ENSEAL, Ethicon Endo-Surgery REALIZE and Ethicon Endo-Surgery MAMMOTOME sub-brands only.

Scale Cropping Color Transparency Dimensionalization/tactile

See page 16 for dot pattern samples.

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Brand identity guidelines | G raphic system guidelines | Dot pattern samples

Playing with patterns.

B. C.

It may look complicated, but our dot patterns are easy to work with. The organizational layout of each dot pattern is “locked” and should remain as is, but cropping, scale and color should not. When determining a crop, make sure there’s a nice balance of small and large circles, and that you allow the appropriate clear space. Feel free to remove circles from your chosen crop when they aren’t relevant to the design.

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Most importantly, our dot patterns should highlight the benefits of the relevant product or service. For example, if the device promises the ability to do fine, detailed work, crop and scale the dot pattern appropriately. Or if a device is able to work with large tissue or vessels, use scale to communicate this benefit.

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Brand identity guidelines | Graphic system guidelines | Dot pattern principles

Applying our patterns.

Our dot patterns should be used to reinforce our unique and ownable brand identity. They should create a visual metaphor that emphasizes the central idea, rather than competes with it. These print advertising samples show some of the approaches you can take when applying our dot patterns.

A. Emphasizing the idea (primary) While the dot pattern is a predominant part of this visual, itâ&#x20AC;&#x2122;s also an element for directing focus to the surgeon and his thoughts. 70% / 30% relationship.

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B. Focusing the eye (secondary) The dot pattern interacts with the primary image without distracting from it. 50% / 50% relationship.

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Brand identity guidelines | Graphic system guidelines | Dot pattern backgrounds

Patterns on a background.

Our dot patterns can be used on a colored background. But only use our core colors, which are red and gray, as well as white space for balance.

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A. Primary palette Our dot patterns can be reversed out of red.

C. Gray palette Our dot patterns can be reversed out of a light gray.

B. Tone-on-tone For a subtle effect, you can use our dot patterns in a darker red to create a tone-on-tone style.

D. White palette Our dot patterns can be used in a light gray, but only on a white background.

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Brand identity guidelines | Graphic system guidelines | Dot pattern incorrect usage

Incorrect patterns.

While scale, crop and color are open for interpretation and depend on their communications usage, our patterns must maintain their integrity and support our brandâ&#x20AC;&#x2122;s identity. Filled dots and outlined dots should be avoided. When applying color to dots, please use subtle colors like gray or light blue. White transparency can also be used.

A. Pattern over people Dots should not be shown over photos of people. B. Breaking the pattern Please do not break or adapt the pattern in any way. This degrades the pattern and overall brand consistency.

C. Dots as hero The dot pattern is part of our overall identity â&#x20AC;&#x201D; not the primary focus. It must always be balanced with the object in the communications. Consider scale, contrast and color to adjust the visual priority.

Here are samples of how we should never use our dot patterns.

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Brand identity guidelines | Graphic system guidelines | Grid system

Live on the grid.

We use a simple 6-column grid that gives structure to content and ensures consistency. The photography and dot patterns should be expressive, so you donâ&#x20AC;&#x2122;t need to try too hard with the layout. Keep it clean and simple. If you need to create a grid for your design, reference this section.

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Brand identity guidelines | Graphic system guidelines | Graphic band

Creating a band.

To help keep your design clean and simple, you can use a graphic band. Itâ&#x20AC;&#x2122;s based on our 6-column grid and it can be used to hold a dot pattern, a small amount of copy, color, as well as our logo. A band can be used in any row as long as it falls within our grid.

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It should always bleed off the sides of a page. And it should only be used in a horizontal format, never vertical. See page 22 for samples.

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Brand identity guidelines | Graphic system guidelines | Graphic band samples

How to use a band.

Here are just a few ways that you can use a graphic band. A. Big band A big band can be used in any row as long as it falls within our grid. This sample shows the band in color and it contains our dot pattern. The inside spread shows how the composition adheres to our grid.

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B. Band on top In this sample, a band is used in the top two rows to hold copy and our logo. C. Transparent band This sample uses a transparent band to hold copy and our logo. When overlaying color on an image, always apply a transparency to the band.

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Brand identity guidelines | Graphic system guidelines | Graphic band incorrect usage

Incorrect bands.

To maintain the integrity of our brandâ&#x20AC;&#x2122;s identity, always use the graphic band correctly. Here are samples of how we should never use the band.

B. Vertical band A band should never appear vertically. Please use a horizontal band instead.

A. Multiple bands Never use multiple bands in your design. This creates an unbalanced composition and should be avoided.

C. Incomplete bands Never use an incomplete band in your design.

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Brand identity guidelines | Graphic system guidelines | Information graphics

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Information should be presented in a straightforward, honest and approachable tone. Eliminate unnecessary details to add clarity and power to the facts you use.

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Keep information simple and visually interesting through color, scale and white space. The geometry of the dots provides special opportunities to use their form in information graphics.

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Brand identity guidelines | Graphic system guidelines | Photography library

Pick a photo. Any photo. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Our brand photography covers a range of styles â&#x20AC;&#x201D; from rational to emotional. Itâ&#x20AC;&#x2122;s unique and creates recognition for our brand, so please use it consistently. For more information and to access our photography library, visit http://eesbrandhub.jnj.com.

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Warm, Human, Nurturing

If you need to create custom photography, please use our principles on the following pages.

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Brand identity guidelines | Graphic system guidelines | Photography library

Need another photo? Rational

Emotional

Precise, Intuitive, Intelligent

Flexible, Performance, Connection

Warm, Human, Nurturing

If you need photography that is not included in the photo library, but has been approved, please visit http://eesbrandhub.jnj.com for purchasing information.

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Brand identity guidelines | Graphic system guidelines | Photography principles

The perfect portrait. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Warm, Human, Nurturing

If you need to create a custom portrait, please follow these principles. We prefer straightforward, honest and approachable photography that uses natural lighting. Healthcare professionals should feel approachable and trustworthy, like someone that you would want to know.

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Often a white backdrop is best, but if you want to use a different setting, make sure itâ&#x20AC;&#x2122;s clean and uncluttered. Use the spectrum on this page for inspiration and direction.

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Brand identity guidelines | Graphic system guidelines | Photography principles

A human connection. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Warm, Human, Nurturing

If you need to create custom photography that captures a human connection, please follow these principles. Our brand brings a human touch to everything we do. Use photography that maintains a warm, optimistic mood and shows a connection between people. If patients are interacting with physicians,

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photos should feel natural, upbeat and comforting. Use the spectrum on this page for inspiration and direction.

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Brand identity guidelines | Graphic system guidelines | Photography principles

In the workplace. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Warm, Human, Nurturing

If you need to create custom photography that exhibits the workplace, please follow these principles. When we show people in a hospital, they should appear hopeful and in the moment. All photos should be bright and clean. They should show the

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energy and movement of that place and time. Use the spectrum on this page for inspiration and direction.

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Brand identity guidelines | Graphic system guidelines | Photography principles

The EES work experience. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Warm, Human, Nurturing

If you need to create custom photography that shows Ethicon Endo-Surgery associates at work, please follow these principles. We love what we do and we take our job seriously. To reflect this, use photography that shows our associates engaged in and enjoying their work â&#x20AC;&#x201D;

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whether working independently or interacting with a colleague. Use the spectrum on this page for inspiration and direction.

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Brand identity guidelines | Graphic system guidelines | Photography principles

Make it metaphoric. Rational

Emotional

Precise, Intuitive, Intelligent

Flexible, Performance, Connection

Warm, Human, Nurturing

If you need to create custom photography thatâ&#x20AC;&#x2122;s metaphoric, please follow these principles. All of our metaphoric photography should be harmonious, organic and textual. The content should feel optimistic and unexpected, while the lighting should feel luminous and uplifting. Use the spectrum on this page for inspiration and direction.

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Brand identity guidelines | Graphic system guidelines | Photography principles

Focusing on devices. Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

Warm, Human, Nurturing

If you need to create custom photography that features devices, please follow these principles. Our device photography should always feel bright, clean and approachable â&#x20AC;&#x201D; whether itâ&#x20AC;&#x2122;s catalog photography that needs to define every detail or advertising photography that needs to hero the device in a more emotional way.

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When you want to highlight the details, use straightforward lighting on a white background and use shadows to add dimension. If you need to create a more dramatic effect, crop in closely and light devices to accentuate their key attributes. However, take care not to photograph devices in a way that could let them appear sharp or threatening.

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Graphic system guidelines | Photography incorrect usage

Incorrect photography.

Photography should never be artificial, unnatural, decorative, stereotypical, dated or staged. Avoid dark and artificially-lit photos.

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1. Do not use dark, intimidating photographs. 2. Do not use obviously staged photographs. 3. Do not photograph devices in a way that makes them feel sharp or threatening. 4. Do not use photographs from the patientâ&#x20AC;&#x2122;s perspective looking up towards healthcare professionals. 5. Do not show empty or lifeless surgical rooms.

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For EES internal use only

Brand identity guidelines | Graphic system guidelines | Graphic system sample

How it works together. Our dot pattern is embossed and used as the hero graphic

The cover uses our Ethicon Endo-Surgery red

The design follows our grid

Our dot pattern is used as a subtle graphic element

The design follows our grid

The header appears in Gotham Medium and our Ethicon Endo-Surgery red

The body copy appears in Gotham Book and our Ethicon Endo-Surgery gray

Approved Ethicon Endo-Surgery photography

Hereâ&#x20AC;&#x2122;s a sample of how our essential graphic elements come together to create a consistent brand experience.

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Brand identity guidelines | Sample applications

Bringing the brand to life. We have an amazing brand identity that suits a variety of applications. Itâ&#x20AC;&#x2122;s versatile and adaptive to all kinds of communications. The following pages show how it comes to life.

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For EES internal use only

Brand identity guidelines | Sample applications | Business cards

Business cards that wow. 8]O\ <O^WS` 9]S\RS`W\Y

O 8]V\a]\ 8]V\a]\ Q][^O\g O 8]V\a]\ 8]V\a]\ Q][^O\g

;O`YSbW\U 2W`SQb]` 8]O\ <O^WS` 9]S\RS`W\Y CA ;O`YSbW\U ;O`YSbW\U 2W`SQb]` 5Z]POZ ;O`YSbW\U 3bVWQ]\ 3\R] AcÙS`g 7\Q "#"# 1`SSY @]OR 3bVWQ]\ 3\R] AcÙS`g 5[P6 1W\QW\\ObW =VW] "# " =ababÒaaS X\O^WS`MY]S\RS`W\Y.SSaca X\X Q][ &"" <]`RSàbSRb 5S`[O\g BSZ( F FFF FFF FFFF X\O^WS`MY]S\RS`W\Y.SSaca X\X Q][ 4Of( F FFF FFF FFFF BSZ( "' " # '% ! ;]PWZS( F FFF FFF FFFF 4Of( "' " # '% ! /RRWbW]\OZ 7\T]`[ObW]\ ;]PWZS( '% # $ " # ' /RRWbW]\OZ 7\T]`[ObW]\

Joan Napier-Koenderink Senior Marketing Director

MEDICA L

Johnson & Johnson Medical Pty. Ltd. 1-5, Khartoum Road, North Ryde, NSW 2113, Australia O 8]V\a]\ 8]V\a]\ Q][^O\g P.O. Box 134 North Ryde NSW 1670

8]O\ <O^WS` 9]S\RS`W\Y ;O`YSbW\U 2W`SQb]` CA ;O`YSbW\U 3bVWQ]\ 3\R] Ac`US`g 7\Q "#"# 1`SSY @]OR 1W\QW\\ObW =VW] "# " X\O^WS`MY]S\RS`W\Y.SSaca X\X Q][ Dir: 02 98789000 BSZ( F FFF FFF FFFF Mobile: xxxx xxx xxx 4Of( F Fas: FFF FFF FFFF 02 98875059 ;]PWZS( F FFF FFF FFFF E-mail: xxxxxxx@medau.jnj.com /RRWbW]\OZ 7\T]`[ObW]\ ABN 85 000 160 403 www.jnjgateway.com

Asia Pac

Here are two business card samples. They are crisp, clean and professional. Please consult your regional brand leader for business card design.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

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Master-brand identity guidelines | Sample applications | Stationery

Stationery that stands out.

Letter

Hereâ&#x20AC;&#x2122;s a sample of our stationery with its corresponding grid. It provides the perfect canvas for expressing ourselves professionally while reinforcing our brand.

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Brand identity guidelines | Sample applications | Collateral and advertising

The power of print.

Hereâ&#x20AC;&#x2122;s how our identity can be applied to sales collateral and advertising. Use these samples as inspiration and direction.

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Brand identity guidelines | Sample applications | Devices

Donâ&#x20AC;&#x2122;t forget our devices and packaging.

For guidance on how to apply the brand to products and packaging, please contact the brand leadership team, or email specific questions to eesbrandhelp@its.jnj.com.

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Brand identity guidelines | Sample applications | Environments

Creating our environment.

Outdoor signage

Floor mat

Office name plate

Outdoor

Common area

Electronic signage

Our identity comes to life across many touchpoints, including the places we work every day. Here are some examples of signage and other environmental applications. Use them as inspiration and direction.

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Brand identity guidelines | Sample applications | Apparel: lapel pin

Looking good. Cloisonné Lapel Pin Brushed nickel or silver plating is applied to the back of the enamel.

The pins are struck from copper and are filled with either melted glass (red) or a fired hard-enamel (red).

.75”

Brushed nickel or silver plating knocks out of the red enamel to create dimensional surface.

Deluxe Locking Clutch

The master-brand mark looks sharp on apparel: Cloisonné Lapel Pin

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This attachment offers a locking feature that clamps it securely against the post of your lapel pins.

For EES internal use only

Brand identity guidelines | Sample applications | Personal identification

Show our identification.

Jonathan Vladkin

Hello. H ello. I a am m

Jonathan J onathan V ladkin Vladkin

Associate badge

Nametag

Our personal identification is as unique as our brand. These examples show how we should be known as Ethicon Endo-Surgery, but with a personal touch.

Hello. H ello. I a am m

Jonathan J onathan V ladkin Vladkin

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Brand identity guidelines | Sub-brand guidelines

Building on our brand.

Brand identity guidelines | Sub-brand guidelines | Architecture overview

A look at architecture.

Master-brand logo This is our corporate logo. It should be used for corporate, specialty, master-brand products and services, and internal communications.

Sub-brand lockup for non-consumer audiences Use this for our sub-brands like Ethicon Endo-Surgery HARMONIC, Ethicon Endo-Surgery ENSEAL, Ethicon Endo-Surgery REALIZE and Ethicon Endo-Surgery MAMMOTOME, and when the audience is not a consumer or patient, e.g., physicians, payors, providers. See page 49, 50, 54 and 58 for more information.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

Sub-brand logos for consumer audiences Use this for consumer-facing brands like REALIZE and MAMMOTOME, and when speaking to a consumer audience. This usage requires an Ethicon Endo-Surgery master-brand endorsement. See page 57 and 61 for more information.

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Dot pattern

Dot pattern. Ethicon Endo-Surgery HARMONIC, Ethicon Endo-Surgery ENSEAL, Ethicon Endo-Surgery REALIZE and Ethicon Endo-Surgery MAMMOTOME.

A. Sub-brand dot pattern This dot pattern can be used in sub-brand communications. Just like our brand logo, our dot pattern represents unity and should always be used consistently. See page 15 for master-brand dot patterns.

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B. Sub-brand usage Hereâ&#x20AC;&#x2122;s a sample for Ethicon Endo-Surgery ENSEAL. It shows how our dot pattern should be cropped and placed on advertising.

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Brand identity guidelines | Sub-brand guidelines | Colored backgrounds

Patterns on a background. Sub-brand.

There are four colored backgrounds for our sub-brands: Ethicon Endo-Surgery HARMONIC (A), Ethicon Endo-Surgery ENSEAL (B), Ethicon Endo-Surgery REALIZE (C) and Ethicon Endo-Surgery MAMMOTOME (D). They share the same dot pattern and no other dot pattern can be used. Please use the colored backgrounds that are used on this page. No other colors should be introduced.

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A. Ethicon Endo-Surgery HARMONIC palette The dot pattern is 40% gray multiplied over Pantone 370.

D. Ethicon Endo-Surgery MAMMOTOME palette The dot pattern is 40% gray multiplied over Pantone 2603.

B. Ethicon Endo-Surgery ENSEAL palette The dot pattern is 40% gray multiplied over Pantone速 308.

E. White palette The dot pattern can be used in a light gray, but only on a white background.

C. Ethicon Endo-Surgery REALIZE palette The dot pattern is 40% gray multiplied over Pantone 2925.

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Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery HARMONIC | Lockups

Logo lockups. Ethicon Endo-Surgery HARMONIC.

B. A.

Use these lockups for communications targeted to non-consumer audiences, such as physicians, payors and providers. They are an extension of the master-brand identity, and should be used when Ethicon Endo-Surgery HARMONIC appear within the master-brand experience.

A. Three-color logo lockup Use this version for most communications. Please see page 50 and 51 for color information.

C. Placement of logo on color or photography You may place the logo on a color ďŹ eld or over a photograph, but there must be enough contrast to read it easily. On a dominant color field, use the three-color, one-color or reversed-to-white version. Over a photograph, make sure itâ&#x20AC;&#x2122;s not too busy or distracting. The logo reversed out of black should be used only when this use is mandatory. In all other scenarios, the use of the three-color or one-color gray are mandatory.

B. One-color logo You can use the approved one-color version in gray on a white- or light-colored background. C. One-color logo black You can use the approved black one-color version only if the application mandates the use of black. In all other scenarios, the use of the two-color or one-color gray are mandatory.

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For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery ENSEAL | Lockups

Logo lockups. Ethicon Endo-Surgery ENSEAL.

A. Three-color logo lockup Use this version for most communications. Please see page 50 and 51 for color information.

D. Placement of logo on color or photography You may place the logo on a color ďŹ eld or over a photograph, but there must be enough contrast to read it easily. On a dominant color field, use the three-color, one-color or reversed-to-white version. Over a photograph, make sure itâ&#x20AC;&#x2122;s not too busy or distracting. The logo reversed out of black should be used only when this use is mandatory. In all other scenarios, the use of the three-color or one-color gray are mandatory.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery HARMONIC and Ethicon Endo-Surgery ENSEAL | Lockups

Logo lockups. Ethicon Endo-Surgery HARMONIC and Ethicon Endo-Surgery ENSEAL.

Thin rule (.5pt), centered. EES gray.

When the master-brand appears with a sub-brand, the sub-brand should appear to the right of the logotype. Put a thin stroke (.5pt) between the master-brand and sub-brand. Use only Gotham Medium. Proper size and spacing is shown above.

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Note: the sub-brand logotype has its own color; refer to our color palette section on pages 50 and 51.

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For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery HARMONIC | Color palette

Color palette. Ethicon Endo-Surgery HARMONIC.

Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

EES Red

PMS 1797c CMYK 0/100/90/0 RGB 237/27/47

EES Gray

PMS Cool Gray 11c CMYK 0/0/0/70 RGB 109/111/113

Warm, Human, Nurturing

PMS 187c CMYK 0/100/79/20 RGB 196/18/48

PMS Cool Gray 4c CMYK 0/0/0/24 RGB 201/203/204

PMS 7410 CMYK 0/30/50/0 RGB 252/187/126

PMS 7492 CMYK 15/0/35/5 RGB 212/219/144

PMS 1817C CMYK 0/90/100/66 RGB 111/18/0

PMS Cool Gray 2c CMYK 0/0/0/10 RGB 230/231/232

PMS 7430 CMYK 5/20/0/3 RGB 241/189/216

PMS 5565 CMYK 25/0/15/20 RGB 139/174/162

PMS Cool Gray 8c CMYK 0/0/0/43 RGB 161/163/165

Silver PMS 877c

PMS 7403 CMYK 0/10/50/0 RGB 255/226/146

PMS 7454 CMYK 60/20/5/10 RGB 114/154/199

HARMONIC Green

PMS 370c CMYK 56/0/100/27 RGB 93/151/50

A. Primary palette

B. Secondary palette

Our vibrant colors express who we are and help strengthen our brand when used consistently. Always use green for the sub-brand name in the lockup and as the distinguishing color in sub-brand communications materials. Please do not use any colors outside of this palette.

A. Primary palette The core colors for Ethicon Endo-Surgery HARMONIC are red, gray and green. Since theyâ&#x20AC;&#x2122;re bold, you can soften them by using more white space.

C. Tertiary palette

C. Tertiary palette Use these colors sparingly, because they have greater impact.

B. Secondary palette In addition to our primary palette, we use our secondary colors as accents

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery ENSEAL | Color palette

Color palette. Ethicon Endo-Surgery ENSEAL.

Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

EES Red

PMS 1797c CMYK 0/100/90/0 RGB 237/27/47

EES Gray

PMS Cool Gray 11c CMYK 0/0/0/70 RGB 109/111/113

PMS 187c CMYK 0/100/79/20 RGB 196/18/48

PMS Cool Gray 4c CMYK 0/0/0/24 RGB 201/203/204

PMS 145 CMYK 0/50/85/0 RGB 229/142/26

PMS 369 CMYK 60/0/100/10 RGB 109/179/63

PMS 1817C CMYK 0/90/100/66 RGB 111/18/0

PMS Cool Gray 2c CMYK 0/0/0/10 RGB 230/231/232

PMS 7424 CMYK 0/65/20/0 RGB 241/103/129

PMS 321 CMYK 80/0/25/15 RGB 0/140/153

PMS Cool Gray 8c CMYK 0/0/0/43 RGB 161/163/165

Silver PMS 877c

PMS 7408 CMYK 0/20/100/0 RGB 255/194/34

PMS Process Blue CMYK 100/20/0/0 RGB 0/146/207

ENSEAL Blue

PMS 308c CMYK 100/19/8/46 RGB 0/103/103

A. Primary palette

B. Secondary palette

Our vibrant colors express who we are and help strengthen our brand when used consistently. Always use blue for the sub-brand name in the lockup and as the distinguishing color in sub-brand communications materials. Please do not use any colors outside of this palette.

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Warm, Human, Nurturing

A. Primary palette The core colors for Ethicon Endo-Surgery ENSEAL are red, gray and blue. Since theyâ&#x20AC;&#x2122;re bold, you can soften them by using more white space.

C. Tertiary palette

C. Tertiary palette Use these colors sparingly, because they have greater impact.

B. Secondary palette In addition to our primary palette, we use our secondary colors as accents

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery HARMONIC and Ethicon Endo-Surgery ENSEAL | Sample applications

Sample applications. Ethicon Endo-Surgery HARMONIC and Ethicon Endo-Surgery ENSEAL.

Here are Ethicon Endo-Surgery HARMONIC and Ethicon Endo-Surgery ENSEAL sub-brand samples of collateral and devices. Use them as inspiration and direction.

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A. HARMONIC sample application Cover incorporates the HARMONIC green sub-brand color band along with the sub-brand dot pattern. Inside spread shows how typography, device and lifestyle all come together in a unified composition.

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B. ENSEAL sample application Similar to the description outlined in A, with the exception of using the ENSEAL blue.

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery REALIZE for non-consumer audiences | Lockup

Logo lockup. Ethicon Endo-Surgery REALIZE.

Ethicon Endo-Surgery

Realize

Use this lockup for communications targeted to non-consumer audiences, such as physicians, payors and providers. It’s an extension of the master-brand identity, and should be used when Ethicon Endo-Surgery REALIZE appears within the master-brand experience. A. Three-color logo lockup Use this version for most communications. Please see page 56 for color information.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

D. Placement of logo on color or photography You may place the logo on a color ﬁeld or over a photograph, but there must be enough contrast to read it easily. On a dominant color field, use the three-color, one-color or reversed-to-white version. Over a photograph, make sure it’s not too busy or distracting. The logo reversed out of black should be used only when this use is mandatory. In all other scenarios, the use of the three-color or one-color gray are mandatory.

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery REALIZE | Lockups

Logo lockup. Ethicon Endo-Surgery REALIZE.

Realize Thin rule (.5pt), centered. EES gray.

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Note: the sub-brand logotype has its own color; refer to our color palette section on page 56.

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery REALIZE for non-consumer audiences | Sample application

Sample applications. Ethicon Endo-Surgery REALIZE for non-consumer audiences.

Here are advertising and sales collateral samples of Ethicon Endo-Surgery REALIZE for non-consumer audiences. Use them as inspiration and direction. Please see page 45 for more information on how to use the sub-brand dot pattern and page 21 for more information on our graphic band.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery REALIZE for non-consumer audiences | Color palette

Color palette. Ethicon Endo-Surgery REALIZE.

Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

EES Red

PMS 1797c CMYK 0/100/90/0 RGB 237/27/47

EES Gray

PMS Cool Gray 11c CMYK 0/0/0/70 RGB 109/111/113

PMS 187c CMYK 0/100/79/20 RGB 196/18/48

PMS Cool Gray 4c CMYK 0/0/0/24 RGB 201/203/204

PMS 137 CMYK 0/35/100/0 RGB 252/176/52

PMS 375 CMYK 40/0/70/0 RGB 160/206/103

PMS 1817C CMYK 0/90/100/66 RGB 111/18/0

PMS Cool Gray 2c CMYK 0/0/0/10 RGB 230/231/232

PMS 7423 CMYK 5/50/20/0 RGB 245/143/155

PMS 3255 CMYK 50/0/20/0 RGB 126/205/195

PMS Cool Gray 8c CMYK 0/0/0/43 RGB 161/163/165

Silver PMS 877c

PMS 123 CMYK 0/15/100/0 RGB 255/196/37

PMS 2715 CMYK 40/30/0/0 RGB 118/134/194

REALIZE Blue

PMS 2925c CMYK 84/21/0/0 RGB 89/159/208

A. Primary palette

B. Secondary palette

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Warm, Human, Nurturing

A. Primary palette The core colors for Ethicon Endo-Surgery REALIZE are red, gray and blue. Since theyâ&#x20AC;&#x2122;re bold, you can soften them by using more white space.

C. Tertiary palette

C. Tertiary palette Use these colors sparingly, because they have greater impact.

B. Secondary palette In addition to our primary palette, we use our secondary colors as accents.

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | REALIZE for consumer audiences | Endorsement

Working together.

.33x

While our consumer-facing brands have their own personalities, our master-brand logo needs to have a presence too. Itâ&#x20AC;&#x2122;s not the star, but it should always appear in the background and never smaller than 33% of the sub-brand. For more information on the REALIZE identity for consumer audiences, please see the REALIZE Guidelines. Never reference J&J on consumer-facing REALIZE communications.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery MAMMOTOME for non-consumer audiences | Lockup

Logo lockup. Ethicon Endo-Surgery MAMMOTOME for non-consumer audiences.

Use this lockup for communications targeted to non-consumer audiences, such as physicians, payors and providers. It’s an extension of the master-brand identity, and should be used when Ethicon Endo-Surgery MAMMOTOME appears within the master-brand experience. A. Three-color logo lockup Use this version for most communications. Please see page 60 for color information.

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B. One-color logo You can use the approved one-color version in gray on a white- or light-colored background.

D. Placement of logo on color or photography You may place the logo on a color ﬁeld or over a photograph, but there must be enough contrast to read it easily. On a dominant color field, use the three-color, one-color or reversed-to-white version. Over a photograph, make sure it’s not too busy or distracting. The logo reversed out of black should be used only when this use is mandatory. In all other scenarios, the use of the three-color or one-color gray are mandatory.

C. One-color logo black You can use the approved black one-color version only if the application mandates the use of black. In all other scenarios, the use of the three-color or one-color gray are mandatory.

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery MAMMOTOME | Lockups

Logo lockup. Ethicon Endo-Surgery MAMMOTOME.

Thin rule (.5pt), centered. EES gray.

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Note: the sub-brand logotype has its own color; refer to our color palette section on page 60.

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery MAMMOTOME for non-consumer audiences | Color palette

Color palette. Ethicon Endo-Surgery MAMMOTOME for non-consumer audiences.

Rational

Emotional Flexible, Performance, Connection

Precise, Intuitive, Intelligent

EES Red

PMS 1797c CMYK 0/100/90/0 RGB 237/27/47

EES Gray

PMS Cool Gray 11c CMYK 0/0/0/70 RGB 109/111/113

PMS 187c CMYK 0/100/79/20 RGB 196/18/48

PMS Cool Gray 4c CMYK 0/0/0/24 RGB 201/203/204

PMS 1575 CMYK 0/50/70/0 RGB 237/136/77

PMS 382 CMYK 25/0/95/0 RGB 196/213/42

PMS 1817C CMYK 0/90/100/66 RGB 111/18/0

PMS Cool Gray 2c CMYK 0/0/0/10 RGB 230/231/232

PMS 7423 CMYK 5/50/20/0 RGB 245/143/155

PMS 2905 CMYK 40/3/3/0 RGB 160/199/230

PMS Cool Gray 8c CMYK 0/0/0/43 RGB 161/163/165

Silver PMS 877c

PMS 7404 CMYK 0/10/90/0 RGB 236/210/54

PMS 542 CMYK 65/20/0/5 RGB 119/157/197

MAMMOTOME Purple

PMS 2603c CMYK 69/100/0/2 RGB 110/42/41

A. Primary palette

B. Secondary palette

Our vibrant colors express who we are and help strengthen our brand when used consistently. Always use purple for the sub-brand name in the lockup and as the distinguishing color in sub-brand communications materials. Please do not use any colors outside of this palette.

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Warm, Human, Nurturing

A. Primary palette The core colors for MAMMOTOME are red, gray and purple. Since theyâ&#x20AC;&#x2122;re bold, you can soften them by using more white space.

C. Tertiary palette

C. Tertiary palette Use these colors sparingly, because they have greater impact.

B. Secondary palette In addition to our primary palette, we use our secondary colors as accents.

Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | Ethicon Endo-Surgery MAMMOTOME for non-consumer audiences | Sample application

Sample applications. Ethicon Endo-Surgery MAMMOTOME for non-consumer audiences.

Here are advertising and sales collateral samples of Ethicon Endo-Surgery MAMMOTOME for nonconsumer audiences. Use them as inspiration and direction. Please see page 45 for more information on how to use the sub-brand dot pattern and page 21 for more information on our graphic band.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Sub-brand guidelines | MAMMOTOME for consumer audiences | Endorsement

Working together.

.33x

While our consumer-facing brands have their own personalities, our master-brand logo needs to have a presence too. Itâ&#x20AC;&#x2122;s not the star, but it should always appear in the background and never smaller than 33% of the sub-brand. For more information on the MAMMOTOME identity for consumer audiences, please see the MAMMOTOME Guidelines. Never reference J&J on consumer-facing MAMMOTOME communications.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

Brand identity guidelines | Resources

Answers at your fingertips.

For EES internal use only

Brand identity guidelines | Resources | Glossary

Words to know. Not sure what something means? Here’s a short list of definitions that can help.

Brand: Our brand doesn’t just represent us — it embodies who we are. Name, logo, graphic system, voice and other elements must work together to identify us and differentiate Ethicon Endo-Surgery from competitors. Our brand helps to create a relationship between our audience and our associates, products and services. Brand architecture: This is how our brands are structured to help the audience understand what we offer. Our architecture defines how the master-brand and sub-brands are related to and differentiated from one another, and how they reinforce the core purpose of our EES master-brand. Brand assets: Our assets are the elements that make up our brand, such as our product names, logos, trademarks, taglines, color palettes and typography. Brand drivers: These are the key facets of EES that drive the brand positioning and help differentiate us from our competition. Brand identity: This is how our brand appears to the world. It includes all visual brand elements, e.g., logo, color palette, typography, photography, packaging, advertising and collateral. (This can also be referred to as “visual identity.”)

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Brand identity guidelines: These are the rules and policies for how and when to use the brand identity to ensure consistency across all communications. Brand voice: Our brand voice reaches out through the written word. It brings our personality to life verbally and helps create a deeper connection with our audience. Digital hub: This is a private Website where you can learn about our brand strategy, brand identity and any recent updates. It’s also where you can download guidelines, assets and digital templates. http://eesbrandhub.jnj.com Endorsed brand: This includes any of our product or service sub-brands that are supported by the EES master-brand. Johnson & Johnson descriptor: We are part of the Johnson & Johnson family, so there are times when we must use the endorsement line — Part of the Johnson & Johnson family of companies — to show our relationship with Johnson & Johnson. Please follow the guidelines provided by Johnson & Johnson. Lockup: Our logo lockups are specially designed combinations of our master-brand logo with a sub-brand, or with a specialty, product or service.

Need additional guidance? Visit http://eesbrandhub.jnj.com

Logo: Our master-brand logo is our face to the world. It’s a specially-designed unit that includes the “e” mark and logotype, which is a carefully typeset version of the name Ethicon Endo-Surgery. Mark: Our “e” mark symbolizes our brand strategy. It uses our dot pattern to form an “e,” which represents how we unite people for the benefit of patients and that our whole is greater than the sum of its parts. Master-brand: EES is a master-brand, which is a brand name that dominates all products or services across a business. We use sub-brands, sometimes paired with descriptive names, to differentiate products or services within our portfolio. Master-brand positioning: This is the promise that EES makes that will cause people to select EES over our competition. Our master-brand positioning is “Life-changing, human experiences for patients”. Sub-brand: We have several sub-brands, such as HARMONIC, ENSEAL, REALIZE and MAMMOTOME. In our subbrand relationships, the EES master-brand plays a predominant role and the sub-brands help stretch our brand into new audience segments, as well as product or service categories.

For EES internal use only

Brand identity guidelines | Resources | Contacts

Questions? Need additional guidance? We can help.

For general information: Visit the brand hub, eesbrandhub.jnj.com For specific questions: Email eesbrandhelp@its.jnj.com

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only

This document is for learning purposes and contains competitively sensitive information. The photography in this book is for inspirational use only. The images should not be used beyond this document without securing the photography rights. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. PANTONE® Color Identification is solely for artistic purposes and not intended to be used for specification. Refer to current PANTONE Color publications for accurate color. © Pantone, Inc., 2010. All rights reserved. © 2010 Ethicon Endo-Surgery, Inc.

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Need additional guidance? Visit http://eesbrandhub.jnj.com

For EES internal use only