Activating Our
Corporate Brand
Corporate Brand Guidelines
Contents
Corporate Brand Guidelines
Corporate Brand Design System
Implementation Playbook
3
Purpose and Benefits
18
Design Strategy and System Introduction
40
Strategic Guidance on Usage
4
Our Corporate Brand Strategy
19
Grid: Introduction
41
Identifying Brand Role
5
Our Brand Essence and Personality
20
Grid: Variations
6
Where Alcon Fits in the Novartis Brand Hierarchy
21
Grid: A4 Dimensions
22
Grid: U.S. Letter Dimensions
Corporate Logo
23
Color Coding Introduction
8
Approved Logo Usage
24
Color Palette
9
Clear Space and Small Scale Reproduction
25
Color Palette Heirarchy
10
Internal Program Logos
26
Color Family Coding System
11
Unapproved Logo Use
27
Color Family Spectrum Bars: Introduction
12
Stationery Templates
28
Spectrum Bar: Applications Overview
13
Corporate Signature
29
Spectrum Bar: Detail
14
Copyright Line
30
Spectrum Bar: Standard Print Sizes
15
Email Signature
31
Spectrum Bar: Cover Applications
16
Trademark Standards
32
Spectrum Bar: Do’s and Don’ts
33
Spectrum Bar: Interior Applications
34
Brand Font
Corporate Brand as Endorser
35
Typography in Use: Print Media
56
Alcon Logo and Corporate Signature in Endorser Role
36
Image Library: Category Introduction
57
Print Templates
37
Image Library: Choosing Photographs
58
Digital Applications: Standard Banner Sizes
38
Image Library: PowerPoint® Usage
59
Digital Applications: Banner Templates
60
Digital Applications: Websites
61
Video Guiding Principles
2 | Alcon Corporate Brand Guidelines
Corporate Brand as Lead
43
Print Templates
44
PowerPoint® Templates
45
Online Advertising: Introduction
46
Online Advertising: Corporate Signature
47
Digital Applications: Standard Banner Sizes
48
Digital Applications: Banner Templates
49
Digital Applications: Banner Templates
50
Digital Applications: Non-standard Banner Sizes
51
Digital Applications: Websites
52
Email Blasts
53
Video Guiding Principles
54
Promotional Materials
Corporate Brand Guidelines
Purpose and Benefits
The Alcon corporate brand communicates who we
Benefits of consistently applied corporate branding:
are and what we stand for. It represents our company
to our customers, patients, business partners and
associates worldwide. To drive brand awareness and
loyalty, our corporate brand must be presented in a
consistent way across all communications and adhere
to uniform guidelines.
• Ensures Alcon is presented in a consistent manner –
aligned with our vision and mission
• Articulates our unique position and enhances our
reputation as the undisputed leader in eye care,
while further strengthening relationships with ECPs
• Sets policies, procedures and technical
On the following pages, the Alcon corporate branding
specifications to ensure proper execution of all
guidelines and design specifications are explained in
brand elements such as logos, colors, fonts, graphic
detail. Included are tools and templates for corporate
and marketing communications.
assets and photography
• Energizes the organization and builds momentum
around a single unified brand, internally and
These guidelines determine the role of the corporate
brand in all internal and external communications.
externally
• Creates efficiencies through a well-managed brand
The guidelines must be used across the organization
system, resulting in improved productivity, cost
by global, regional and local teams to reinforce our
savings while minimizing confusion
“one company” approach as the leader in eye care.
Compliance, adoption, training and easy access to a
resource center are critical to ensure a consistent rollout.
3 | Alcon Corporate Brand Guidelines
Corporate Brand guidelines
Our Corporate
Brand Strategy
Our corporate brand strategy leverages the brand equity of all three entities: Novartis, Alcon and Ciba Vision.
Alcon Vision & Mission
Business Strategy
Corporate Brand Strategy
Our Vision:
Sustained growth leadership
Enhance the reputation and
perception of Alcon as the
To be the most trusted leader
Reinforce and drive market
in eye care
world leader in eye care
dominance and brand
preference
Our Mission:
Articulate the Alcon brand
essence of leadership, trust
To provide innovative products
Strategic priorities:
that enhance quality of life by
and innovation in a consistent
helping people see better
and differentiating way –
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4 | Alcon Corporate Brand Guidelines
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Corporate Brand guidelines
Our Brand Essence
and Personality
Our corporate brand strategy is to enhance
Alcon’s reputation and perception as the world
leader in eye care.
We achieve this through articulating our market
leadership, passion for innovation and the trust of
eye care professionals and patients we earn every
day. Our brand can best be described as: confident,
bold, energetic, fresh, caring and dependable.
5 | Alcon Corporate Brand Guidelines
Corporate
Brand
Strategy
Brand Essence
(What we stand for)
Brand Personality
(Who we are)
Market Leadership
CONFIDENT
BOLD
Passion for
Innovation
ENERGETIC
FRESH
Trust of Eye Care
Professionals and
Patients
CARING
DEPENDABLE
Corporate Brand guidelines
Where Alcon Fits in the
Novartis Brand Hierarchy
2.1 The Novartis brand architecture
ng
O
insp
iri
nc
olog y HCPs
Level 1: Corporate & countries
Level 2: BUs & Institutes
pages 8-12
pages 13-15
Level 3: Products
(excludes level 4 products)
pages 16-18
Level 4: Company brands
pages 19-20
tic
Leader
and Driver
Global Citizen
e
th
pa
Innovative
Responsible
e
m
ccaarinngg
Individual Brand Personality
Patient
Levels 1 and 2: Full usage of
the Novartis brand identity.
Level 3: Update to new
Novartis logo.
Level 4: No changes needed.
t- b
fac
as
ed
ccuurinngg
fact-based
Novartis Brand Personality
Performance-Driven
Spirit and Organization
Only the Novartis brand
personality is relevant.
(only BUs & Institutes)
The Novartis brand personality
is the driver, but can be customized to individual markets.
(examples)
The individual brand personality is different but should not
contrast the Novartis brand
personality. The Novartis brand
personality helps to leverage
awareness and reputation.
(examples)
The individual brand personality is different but should not
contrast the Novartis brand
personality. A visible or verbal
connection to Novartis can be
made if advantageous.
Corporate &
countries
Divisions
& franchises
Spirit of “caring and curing”
yes
yes
yes
yes
yes
External use of tagline “caring and
curing”
optional*
no
no
no
no
Internal use of tagline “caring and
curing”
optional*
no**
no**
no
no**
Other tagline with logo
no
no
no
possible
possible
Reference to Novartis
not relevant
not relevant
not relevant
yes***
yes
Novartis design guidelines
yes
yes
yes
no (own guidelines)
no (own guidelines)
Novartis imagery
yes
yes
yes
no (own imagery)
no (own imagery)
Alcon fits into level four of the Novartis brand
architecture.
This requires Alcon to develop and manage a
corporate brand identity system that is different
from Novartis.
The Alcon corporate brand will replace the
CIBA VISION corporate brand.
*Should only be used in conjunction with corporate efforts and when regulatory concerns are not raised. If referring to products, product brands or diseases, the tagline must not be used.
**If the communication is related to Novartis corporate efforts (e.g. booklets on purpose, aspiration and strategy), and does not refer to products, product brands or diseases, the tagline is optional.
***Level 1 when communicating to consumers, level 2 when communicating to specific shareholders, i.e. specialists.
Novartis Brand Architecture Guideline | v.5 | © Novartis 2010 |www.novartisbrandservice.com
6 | Alcon Corporate Brand Guidelines
Table of contents
5
Corporate Logo
Corporate LOGO
Approved Logo
Usage
The Alcon logo is our strongest brand asset.
For this reason, the logo should always be applied
consistently inside and outside of the company.
To ensure a consistent presentation of the logo,
it is available in limited treatments shown on
this page. Please refer to the design templates for
guidance on the appropriate logo usage in the Alcon
design system (page 18).
Corporate logo color treatment
If black and white printing is the only option
available, the logo may be reproduced in black or
reversed out in white on black or dark gray.
Pantone® 300
In product packaging and marketing, the preferred
Alcon logo color is blue on white. In rare instances,
the Alcon logo may also appear in black and
reversed out in white on the product brand color.
Business franchise logo color treatment
Reversed out in white
on Pantone® 2627
(Pharmaceutical)
8 | Alcon Corporate Brand Guidelines
Reversed out in white on Pantone® 300
Reversed out in white
on Pantone® 320
(Surgical)
Reversed out in white
on Pantone® 362
(Vision Care)
Corporate LOGO
Clear Space and Small
Scale Reproduction
To ensure maximum legibility and visibility, always
use the appropriate amount of clear space around
the logo. The clear space is the height of the “l” in
the Alcon logo.
Clear space for the corporate logo
The size of the logo on corporate branding materials
should align with the section grid (see page 20 for
more details).
“l” height
To maintain legibility, the logo should never be
smaller than 20 mm or 100 pixels in width
(.75” width).
To reinforce the united strength of Alcon and
Novartis, we will include the reference “a Novartis
company” as part of our Alcon design system.
The Novartis corporate signature should appear
in all communications executions whether the
corporate brand is in a lead or endorser role
including product marketing.
Please refer to page 13 for further details on the use
of the corporate signature.
9 | Alcon Corporate Brand Guidelines
Minimum size for the corporate logo
20 mm width
(.75” width)
100 pixel width
(web)
Corporate LOGO
Internal Program Logos
Only internal programs that meet the following
criteria may have an internal logo treatment in line
with the corporate design system:
• Programs that are global, of strategic
significance, and long lasting
• Annual sales themes that drive our
market leadership
Internal logos are no longer permitted for:
•
•
•
Individual departments
Single/one-off events or initiatives
Programs with limited reach and short
time frames
Please contact Corporate Communications for
more guidance on internal logo development,
program themes or initiatives at
corporatecommunications@alconlabs.com.
10 | Alcon Corporate Brand Guidelines
Examples of strategic logo aligned
with corporate branding
Corporate LOGO
Unapproved Logo Use
The Alcon logo must never be altered in any way.
Any improper use of the logo causes confusion,
jeopardizes its legal protection and devalues our
brand. Never change or alter the Alcon logo, color,
size minimums or reproduction guidelines.
Eye Care
Do not use an unapproved
color
Do not use a tint
Do not add graphics to
the logo
EyeCare
Do not add words, phrases
or modifiers
Do not use the logo in
a headline or text
Do not place anything within
the clear space
Do not place the logo in a
shape
Do not add graphic
treatments
Do not dimensionalize
or use 3D effects
Do not outline
Do not lock up with the
Novartis corporate signature
Do not put on an angle
Do not use vertically
Do not place on a
photo or complicated
background
When the logo appears
in blue, do not place on a
color background
Do not remove the
registered trademark
Do not alter proportions
Do not use degraded
art work
Do not use the Alcon logo
as part of another logo
Examples of misuses are shown here.
©2011 Alcon Inc.
Medical Education
11 | Alcon Corporate Brand Guidelines
Corporate LOGO
Stationery Templates
To ensure consistency across the company, there
are limited templates for business communications.
These templates include:
Personal Name
Professional Title
Optional Second Title Line
Alcon Laboratories, Inc.
6201 South Freeway, Fort Worth, TX 76134-2099
T 713 668 9100 M 713 668 9100
F 713 668 9100
personal.name@alcon.com
www.alcon.com
• Letterhead
• Envelopes (window and non-window format)
• Business card
Business card
For further instructions on ordering stationery,
please contact the Procurement Department.
Please note the following specifications for
international stationery:
•
•
•
The placement of dates on letterhead should
correspond to the preferred country standard
For addresses, the country name should be
listed on the line following the address and
PO Box may be translated as Case Postale
Telephone numbers should appear with
the indicator (+) before the number and
follow standard format. For example,
+41 (0)61 324 1234
Envelope
Alcon Laboratories, Inc.
6201 South Freeway
Fort Worth, TX 76134-2099
Letterhead
Window envelope
12 | Alcon Corporate Brand Guidelines
Corporate LOGO
Corporate Signature
Corporate logo
To reinforce the united strength of Alcon and Novartis, we will include
the reference “a Novartis company” as part of our Alcon design system.
The Novartis corporate signature should appear in all communications
executions whether the corporate brand is in a lead or endorser role
including product marketing. The only exception to this rule will be
due to size. For example, oversized executions such as building signage
or a conference booth hanging structure will not need to include the
corporate signature.
The Novartis corporate signature is always aligned underneath the
Alcon logo and is the same width as the Alcon logo. The location of the
signature should be the the height of the Alcon “l” from the base of the
color block. It may also be placed inside of the live area if confined by
printer margins or specified by a publication.
The Novartis corporate signature should never invade the Alcon logo
clear space with the exception of product labeling and packaging.
Corporate signature
The location of the
corporate signature
should be the height of
the Alcon “l” from the base
of the color block
The corporate signature may appear in the color Cool Gray 10 or
reversed out in white. If one-color printing is the only option available,
it may be produced in black.
Translation of the corporate signature is not allowed.
Please refer to page 56 for further details on the use of the corporate
signature for product labeling and packaging.
13 | Alcon Corporate Brand Guidelines
The signature may also be
placed inside of the live area
of a document if confined
by printer margins or
specified by a publication
Corporate LOGO
Copyright Line
The Novartis copyright line should appear on the
back of all Alcon printed materials and on the
front of advertising in the bottom left corner.
The copyright line is:
lorem ipsum
© <current year> Novartis
In et quaturi squis
corae ebis aspist
Example:
© 2013 Novartis
Similar to the Novartis corporate signature, the
copyright line should be the height of the Alcon
“l” from the base of the color block. It may also be
placed inside of the live area if confined by printer
margins or specified by a publication.
Revolutionizing Eye Care
and Eye Health
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14 | Alcon Corporate Brand Guidelines
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Corporate LOGO
Email Signature
A uniform email signature is an important element for
consistent usage of our corporate logo and should be
represented as shown here.
Email signature example
The email signature should be included on all internal
and external emails.
Personal Name
Professional Title
The email signature follows these guidelines:
6201 South Freeway, Fort Worth, TX 76134-2099, USA
T 678 415 3367 | M 404 384 0067
•
•
•
•
Only includes the Alcon logo and Novartis
company signature
Other company or personal icons or quotes
are not allowed
Must include name, title, address and phone
number (mobile phone number is optional)
International telephone numbers should
appear with the indicator (+) before the number
and follow standard format. For example,
+41(0)61 324 1234
15 | Alcon Corporate Brand Guidelines
Corporate LOGO
Trademark Standards
A trademark is a distinctive indicator used by a
business organization, or other legal entity, to identify
that the products or services to consumers, with which
the trademark appears, originate from a unique source
and to distinguish its products or services from those
of other entities.
To strengthen our corporate brand identity and maintain
our trademark rights in the Alcon corporate name and
product brand names, we must use them correctly and
consistently. Incorrect usage may result in the loss of
our valuable trademark rights. Please direct any questions
regarding proper trademark usage to the Trademark
Department at Catherine Murray (817.568.6304) or
Denise Vivar (817.551.6803).
The following are general guidelines for the proper use
and trademark marking of the Alcon corporate name and
product brand names. These guidelines apply to all
uses globally.
Proper trademark marking
When referring to Alcon as a company, the company
name should be spelled with a capital “A” followed by
lower case.
E xample: The Alcon pharmaceutical business grew by
double digits in 2010.
16 | Alcon Corporate Brand Guidelines
When referring to ALCON® as a brand, it must always be
represented in all caps and should appear with a “®”.
Important things to avoid
1. Abbreviated use of the Alcon brand name’s trademarks:
Example: Use the ALCON® OPTI-FREE® RepleniSH® solution
to clean your contact lenses.
Incorrect: Alc. contact lenses
Correct: ALCON® contact lenses
Incorrect: TOBDEX suspension
Correct: TOBRADEX® suspension
Difference between “™” and “®”
“™” is generally used to denote our trademark rights
when they are not yet secured by registrations around
the world, particularly in situations where trademark
applications for registration are pending. By comparison,
“®” denotes registered trademark rights.
Whether to use “™” or “®” is decided only by the
Trademark Department, and such markings should
never be used or changed without the prior approval of
the Trademark Department. In uses of the stylized logo
design, the proper trademark marking is provided and
should not be changed without prior written approval
of the Trademark Department.
Disclaimer use
We need to identify competitor trademarks as belonging
to a third party with a disclaimer statement at the end of
all advertising and marketing collateral.
Example: ACUVUE® is a registered trademark of
Johnson & Johnson.
2. Pluralizing the trademark or use in possessive form:
Incorrect: SYSTANE’S Lubricant Eye Drops
Correct: SYSTANE® Lubricant Eye Drops
Incorrect: Alcon’s sales growth
Correct: Alcon sales growth
Incorrect: I-KNIVES
Correct: I-KNIFE® surgical blades
3. Inserting or deleting a hyphen from a trademark:
Incorrect: OPTIFREE Solution
Correct: OPTI-FREE® Solution
Incorrect: POLYQUAD-based solution
Correct: solution based on POLYQUAD® preservative
For a more comprehensive description of the Do’s
and Don’ts with regard to trademarks, please refer
to the Trademark Usage Rules found in the legal
section of the Alcon intranet.
Corporate Brand Design System
Corporate Brand design system
Design Strategy and System
Introduction
The design strategy embodies the Joy of Vision, a visual representation
of the beauty and spectrum of sight. The spectrum bar of color creates
a vibrant palette for the reader’s eye to enjoy. The photography is of real
people, patients and ECPs, close-up, celebrating the joy and benefits of
healthy vision.
The Alcon design system incorporates seven key elements. The
treatment of each element varies according to template and application.
Specifications for each element in standard-size formats are detailed on
the following pages.
Global Impact,
Global Goals
Seven key design elements:
•
•
•
•
•
•
•
Alcon logo
Novartis corporate signature
Grid system
Color system
Spectrum bar
Typography (headline and body copy)
Engaging imagery
Revolutionizing Eye
Care and Eye Health
Standard brochure cover
Standard banner ad
Information About Your
Employee Benefits
Regardless of format size (standard or non-standard) the Alcon corporate
brand look and feel must be maintained. Use the standard specifications
as guidance when applying the Alcon design system to non-standard
formats. All non-standard formats must be approved by Corporate
Communications, corporatecommunications@alconlabs.com.
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18 | Alcon Corporate Brand Guidelines
Call to action in
this style >
Corporate Brand design system
Grid:
Introduction
The Alcon corporate grids are comprised of four
core components – columns, grid sections, gutters
and margins. These components help guide the
position of all design elements in the design system,
including logo placement and size.
Column
19 | Alcon Corporate Brand Guidelines
Grid section
Gutter
Margin
Corporate Brand design system
Grid:
Variations
Vertical page grid
The vertical grid uses a three-column format, each
column contains two grid sections. The far right grid
section helps guide the placement of the Alcon logo
and Novartis signature. In the case of an extreme
vertical format (example: 4 x 9 Slim Jim), the Alcon
logo and corporate signature may run across one
column.
Horizontal page grid
The horizontal grid uses a four-column format. This
format uses eight grid sections and seven gutters
separating them. A standard column width is
two grid sections.
U.S. Letter
8.5 x 11, 6 grid
sections, 3
columns
Slim Jim
4 x 9, 6 grid
sections,
3 columns
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et eum solorempedis est, se velitem
eum que dis doluptat. Dita si nustiist
prat ad quam fuga. Nam ut ex et accus
mosamet verum qui
Column
Grid section
Grid Section
U.S. Letter Landscape
11 x 8.5, 8 grid sections,
4 columns
Text should flow across one or two of the columns.
Text boxes that go across three columns are not
recommended (including the gutters). The far right
grid section helps guide the placement and size of
the Alcon logo and Novartis signature.
20 | Alcon Corporate Brand Guidelines
Column
Column
Grid section
Corporate Brand design system
Grid:
A4 Dimensions
The Alcon A4 corporate grid is comprised of four core
components – columns, grid sections, gutters and
margins. These components help guide the position
of all design elements in the design system.
The A4 format uses a vertical page grid. Margins
appear on all sides of the page and are set to 1.27 cm
or 0.5 in.
Column
21 | Alcon Corporate Brand Guidelines
Grid section
Gutter
Margin
Corporate Brand design system
Grid:
U.S. Letter Dimensions
The Alcon U.S. Letter corporate grid is comprised
of four core components – columns, grid sections,
gutters and margins. These components help guide
the position of all design elements in the
design system.
The U.S. Letter uses a vertical page grid. Half inch
margins appear on all sides of the page.
Column
22 | Alcon Corporate Brand Guidelines
Grid section
Gutter
Margin
Corporate Brand design system
Color Coding
Introduction
The Alcon corporate brand strategy uses unique
spectrum bars and color blocks to designate
corporate as well as our three business franchises:
Pharmaceutical, Surgical and Vision Care. Using
the color coding system will reinforce our “one
company” approach while creating appeal for each
business franchise.
Revolutionizing Eye Care
and Eye Health
Corporate
Revolutionizing Eye Care
and Eye Health
23 | Alcon Corporate Brand Guidelines
Surgical
Revolutionizing Eye Care
and Eye Health
Vision Care
Revolutionizing Eye Care
and Eye Health
Pharmaceutical
Corporate Brand design system
Color Palette
Primary color palette
PMS 300
Bold and vibrant colors are fundamental components
of our design system. Alcon corporate and each
business franchise has its own color family.
Each color family is made up of primary, secondary
and tertiary colors. These colors work together to
bring our brand strategy to life.
Corporate Color
Pantone 300
C: 100 M: 44 Y: 0 K: 0
R: 0 G: 102 B: 177
Hex: #0079C1
PMS 2627
Pharmaceutical
Pantone 2627
C: 77 M: 100 Y: 0 K: 31
R: 66 G: 20 B: 95
Hex: #49176D
PMS 320
Surgical
Pantone 320
C: 100 M: 0 Y: 31 K: 7
R: 0 G: 154 B: 166
Hex: #00A0AF
PMS 362
Vision Care
Pantone 362
C: 70 M: 0 Y: 100 K: 9
R: 63 G: 156 B: 53
Hex: #49A942
Secondary and tertiary color palette
PMS 382
Pantone 382
C: 29 M: 0 Y: 100 K: 0
R: 193 G: 216 B: 47
Hex: #C1D82F
PMS 295
Pantone 295
C: 100 M: 57 Y: 0 K: 40
R: 0 G: 68 B: 124
Hex: #00386B
24 | Alcon Corporate Brand Guidelines
PMS 012
Pantone 012
C: 0 M: 4 Y: 100 K: 0
R: 255 G: 232 B: 0
Hex: #FFE800
PMS 631
Pantone 631
C: 67 M: 0 Y: 12 K: 2
R: 38 G: 188 B: 215
Hex: #26BCD7
PMS 158
Pantone 158
C: 0 M: 61 Y: 97 K: 0
R: 245 G: 128 B: 37
Hex: #F58025
PMS 7447
Pantone 7447
C: 60 M: 58 Y: 0 K: 19
R: 99 G: 97 B: 154
Hex: #63619A
PMS 227
Pantone 227
C: 0 M: 100 Y: 7 K: 19
R: 198 G: 0 B: 111
Hex: #C6006F
P M S co o l
g r ay 7
Pantone Cool Gray 7
C: 0 M: 0 Y: 0 K: 37
R: 173 G: 175 B: 178
Hex: #ADAFB2
PMS 1915
Pantone 1915
C: 0 M: 71 Y: 20 K: 0
R: 241 G: 111 B: 145
Hex: #F16F91
P ms Co o l
G r ay 1 0
Pantone Cool Gray 10
C: 0 M: 0 Y: 0 K: 65
R: 97 G: 99 B: 101
Hex: #616365
PMS 5405
Pantone 5405
C: 58 M: 17 Y: 0 K: 46
R: 59 G: 110 B: 143
Hex: #3B6E8F
Corporate Brand design system
Color Palette
Heirarchy
Primary color
Secondary color
Tertiary colors
Corporate
The color palette is comprised of three groups:
primary, secondary and tertiary.
We have defined a primary color for corporate
and each of our business franchises. This color
should be the most dominant color on the page.
It appears in color blocks and is used in text
headers, when necessary.
PMS 300
PMS 295
PMS 320
PMS 227
PMS 382
PMS 1915
PMS 5405
PMS 295
PMS 300
PMS 7447
PMS 295
PMS 300
P ms Co o l
G r ay 1 0
PMS 362
Pharmaceutical
PMS 2627
PMS 227
If needed, secondary colors are used as an accent
color to complement the primary color in design
materials.
Tertiary colors are used sparingly and appear
mainly in charts and graphs. They may be used
in design, but in a very limited role.
PMS 2627
PMS 7447
Surgical
PMS 320
PMS 5405
PMS 631
can be used
by any group
Vision Care
PMS 362
PMS 631
PMS 382
PMS 300
PMS 012
P M S co o l
g r ay 7
can be used
by any group
25 | Alcon Corporate Brand Guidelines
PMS 158
Corporate Brand design system
Color Family Coding
System
Pharmaceutical
The four primary colors work in combination with the
secondary and tertiary colors to form color families
that designate Alcon corporate or a specific Alcon
business franchise. The colors for each group are
inspired by and grounded in the respective business
franchise product portfolios.
Pharmaceutical
The hues in the pharmaceutical palette, which are
purples, blues and reds, were inspired by products such as
Moxeza®, Azarga®, iCaps®, Azopt® and Travatan®.
Surgical
The gray, teal and blue colors in the surgical palette
depict a clinical look and feel and are linked
to leading products such as LensX®, Infiniti®,
WaveLight® and Acrysof®.
P M S 1915
P M S 227
P M S 7447
P ms Co o l
G r ay 10
P M S 5405
P M S 300
P M S 7447
P M S 5405
P M S 320
P M S 631
P M S 300
P M S 295
P M S 382
P M S 012
P M S 158
P M S 320
P M S 362
P M S 382
Vision Care
P ms Co o l
G r ay 7
P M S 631
P M S 300
P M S 362
Corporate
P M S 227
26 | Alcon Corporate Brand Guidelines
P M S 295
Surgical
Vision Care
The Vision Care spectrum integrates colors from brands
such as AIR OPTIX®, DAILIES® and opti-free®. The
colors in this spectrum also celebrate the beauty and
freedom of healthy vision.
Corporate
The corporate color palette contains the primary
franchise colors and a secondary accent color from
each spectrum palette.
P M S 2627
P M S 2627
P M S 295
P M S 300
Corporate Brand design system
Color Family Spectrum Bars:
Introduction
A key element of our design strategy is the spectrum bar
of sight. It celebrates our mission in all communications
and reinforces our relentless commitment to provide
innovative products that enhance quality of life by
helping people see better. Each color family spectrum
bar represents a specific business franchise or corporate,
ending with the Alcon blue.
Pharmaceutical
Surgical
Vision Care
Corporate
27 | Alcon Corporate Brand Guidelines
Corporate Brand design system
Spectrum Bar:
Applications Overview
A key graphic element in the Alcon design system
is the spectrum bar. The spectrum bar is used as
an accent graphic that helps convey color, light
and energy.
It is used in conjunction with the business franchise or
corporate color block and can overlay photography.
The spectrum bar is transparent so the photo behind
will shine through. The spectrum accent line lies on top
of the spectrum bar positioned by the color block.
Photography area
(approximately 3/4
of page)
When a photo is not present, the spectrum bar should
appear on a white background.
The spectrum bar is the width of the photo and/or
color block. The height of the bar is dictated by the
size of the page. For sizing specs please refer to page
30 of this guide. The height of the accent line is 1/4 the
height of the spectrum bar.
There are different spectrum bars for each business
franchise. They should only appear with the specified
business franchise colors.
Spectrum accent line
(1/4 of spectrum bar
height - .0938”)
Spectrum bar
(.375”)
Corporate brand
logo area
Revolutionizing Eye Care
and Eye Health
Corporate brochure
28 | Alcon Corporate Brand Guidelines
Color block area
(approximately 1/4
of page)
Corporate signature
aligned with the
Alcon logo. Height
of Alcon “l” from
base of page
Corporate Brand design system
Spectrum Bar:
Detail
.375”
.0938”
Detailed characteristics of the spectrum bar include:
• T he spectrum bar is comprised of transparent,
overlapping color blocks
• The spectrum bar runs the width of the
document. The height of the spectrum bar is
dependent on the height of the document. Refer
to the chart on page 30 to see sizing options
• The spectrum accent line acts as a divider
between the color block and the spectrum bar
• A spectrum accent line is 1/4 the height of the
spectrum bar
• The spectrum accent line runs in front of the
entire width of the spectrum bar
• The accent line can be at the top or bottom of
the spectrum bar depending on the placement
of the color block
• The accent line is Cool Gray 10
• An opacity and blend setting is applied to the
accent line (Multiply/Opacity 50%)
The spectrum accent line is Cool Gray 10. An opacity and blend setting is applied to the accent line.
Apply Multiply/Opacity 50%. The line is 1/4 the size of the height of the spectrum bar.
The corporate spectrum bar with spectrum accent line is adjacent to the color block. When no photo is present,
the spectrum bar should overlay on a white background. Since it is transparent, it should never lay on top of a
solid color other than white.
When photography is used, the photograph should appear behind the spectrum bar. The spectrum bar is
transparent and some of the photo should show through.
The spectrum accent line can be at the top or bottom of the spectrum bar as long as it appears in combination
with a color block.
29 | Alcon Corporate Brand Guidelines
Corporate Brand design system
Spectrum Bar:
Standard Print Sizes
The diagram to the right shows how the spectrum
bar and accent line should be sized to accommodate
various document heights. This diagram is to act as
a guide. If a non-standard size is being designed, use
this diagram to determine the appropriate spectrum
bar size for non-standard formats.
Document
height
Spectrum
bar height
4” - 11”
.375”
105 - 297 mm
9.5 mm
Caution:
The width of the spectrum bar is simple. It is always
equal to the width of the document. The height
however is not simple. It varies depending upon
the overall height of the document. Judgement
must be applied when calculating the appropriate
spectrum bar height for non-standard formats. The
most critical factor to keep in mind is the overall
design integrity of the system. And the spectrum
bar contributes significantly to the overall look
and feel of the Alcon design system. Therefore the
spectrum bar height size is important. Contact
Corporate Communications with any questions,
corporatecommunications@alconlabs.com.
17”
.625”
420 mm
15.875 mm
Spectrum bar section
Accent line
height
.0938”
2.3813 mm
.1563”
3.9688 mm
24”
.875”
594 mm
22.25 mm
.2188”
5.5563 mm
36”
1.125”
841 mm
28.5 mm
.2813”
7.1438 mm
30 | Alcon Corporate Brand Guidelines
Corporate Brand design system
Spectrum Bar:
Cover Applications
Revolutionizing Eye Health
Leading the Way to Better Vision
January 2011
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Leading the
Way to Better
Vision
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excerum, se net eius eatur alitatur, quid
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et et eatur alitatur.
Vision Care mailer
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The Worldwide
Leader in Ophthalmic
Surgical Products
Information About Your
Employee Benefits
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Surgical slim jim
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© 2011 Novartis
quidenet ulluptatiae es vid ullam
Pharmaceutical newsletter
https://alcon.com/benefits
Corporate mailer
31 | Alcon Corporate Brand Guidelines
Corporate Brand design system
Spectrum Bar:
Do’s and Don’ts
To ensure the correct use of the spectrum bar,
there should be strict adherence to these guidelines.
Examples of incorrect uses are shown here.
Surgical Price List
Surgical Price List
Surgical Price List
January 24, 2011 | (8:00 pm CST)
January 24, 2011 | (8:00 pm CST)
January 24, 2011 | (8:00 pm CST)
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Correct application
The spectrum accent line should
always be next to the color block.
The spectrum bar should be the
correct proportion for the page as
listed on page 30.
Surgical Price List
Surgical Price List
Surgical Price List
Surgical Price List
Surgical Price List
January 24, 2011 | (8:00 pm CST)
January 24, 2011 | (8:00 pm CST)
January 24, 2011 | (8:00 pm CST)
January 24, 2011 | (8:00 pm CST)
January 24, 2011 | (8:00 pm CST)
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
Alcon LaboratorIes, Inc.
6201 South Freeway, Fort Worth, Texas 76134-2099
The spectrum accent line must lay on
top of the spectrum bar.
The spectrum bar should lay on top
of the photo, but not the color block.
32 | Alcon Corporate Brand Guidelines
Only use the correct business franchise The spectrum accent line should be
spectrum bar with the color block.
1/4 size of the spectrum bar height.
Do not crop the spectrum bar. The full
spectrum bar should be used.
Corporate Brand design system
Spectrum Bar:
Interior Applications
The spectrum bar may be used on interior pages
to designate a chapter heading. Only approved
spectrum segments may be used. These segments
can be found on the Alcon Corporate Brand Center.
Like the spectrum bars, the spectrum segments are
color coded to be used with each business franchise
or corporate design system.
In most cases, the spectrum segment should align
with the top margin and spread the width of a
margin and one grid section or a margin and one
column.
The spectrum segments may not be used on the
same page as the full spectrum bar.
One to three accent words should appear centered in
the segment. Myriad Pro Semibold, white in all caps
is preferred. The accent words can be a descriptor or
an indicator (e.g., introduction, section header).
The spectrum segment should be a consistent size
throughout a document.
See templates on the Alcon Corporate Brand Center
for further guidance, www.alconbrand.com.
33 | Alcon Corporate Brand Guidelines
An example of
the spectrum
segment running
the width of one
grid section and
one gutter
Business Franchise
Spectrum Segments
D ES C R I P TOR
Corporate
.25”
Pharmaceutical
Surgical
An example of the
spectrum segment
running across
one column (two
section grids) and
one gutter
M U LTI P L E WORD D ES C R I P TOR
Vision Care
M U LTI P L E WORD D ES C R I P TOR
The spectrum segment
should not flip when it
appears on the righthand side of the page and
should always end with
Alcon blue
Corporate Brand design system
Brand Font
The Alcon typography is an integral part of the
brand identity. The Alcon brand font is the Myriad
Pro font family. This font should be used on all
printed materials.
The Arial font family may be used for Web and
Desktop publishing.
Preferred type color is Cool Gray 10. For digital
applications, the RGB values of Cool Gray 10 are to be
used. Black may be used for one-color printing and
digital applications when necessary.
Suggested typography hierarchy:
• Myriad Pro Bold – use for section divisions
in paragraph text and unique needs in
charts and graphs
• Myriad Pro Regular – use for large areas of
paragraph text and headlines
• Myriad Pro Light – use in large headlines, text
between captions, graphs, charts and visuals
• Myriad Pro Bold Italic/Myriad Pro Italic/
Myriad Pro Light Italic – use for accents
*Myriad® Pro™ and Arial® are registered trademarks of
Adobe Systems Incorporated in the United States and
Monotype Imaging, respectively.
34 | Alcon Corporate Brand Guidelines
Myriad Pro
Myriad Pro Light
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Semibold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Light Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Semibold Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Regular
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Myriad Pro Bold Italic
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz0123456789
Corporate Brand design system
Typography in Use:
Print Media
To ensure brand consistency and a polished
presentation of all printed materials, please follow the
typography guidelines illustrated in the diagram.
Body text should be set in Myriad Pro
Regular. Italics and heavier weights
should be used sparingly, reserved for
single words or short phrases which
must be called-out.
Always begin a new paragraph
with a line break, not a tab indent.
Text should be reversed out on
graphic devices, such as spectrum
bar call-outs and business franchise
or corporate color blocks.
Standard letter spacing (kerning)
should be used on all typography.
Avoid the use of letter spacing that is
noticeably tight or loose.
HEALTH
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Additional standards for typography are as follows:
• Preferred text size and leading on a standard
page is 11pt/15pt
• Title size should be noticeably larger than the
size of body copy within the document
• Text and title point size may be adjusted to
work within different formats
• Standard type treatment should be left justified
• Type color for body copy, headlines and
subheads is Cool Gray 10
• Preferred text color for call-outs corresponds
with the business franchise or corporate color
• When using type on a color block, it should
be reversed out in white
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If the document has a title, it should be
typeset in Myriad Pro Regular, upper and
lower case. The title point size should be
significantly larger than the size of body
copy within the document.
35 | Alcon Corporate Brand Guidelines
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dunt lute er sed eu feum etue deliquisl
iustie min utat. Ut augue digna faci tie
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Call-out type should be in
Myriad Pro Regular; font size
is always larger than the body
text. Call-out type appears
in the business franchise or
corporate color.
Right justification
may be used in
sidebar text.
Left justification should
be used for body copy;
never full justification.
Corporate Brand design system
Image Library:
Category Introduction
Primary photos
The design system defines our photography style
for all communications. Alcon photography is
represented by primary and secondary photographs.
Characteristics of primary photos are:
• Real people in candid lifestyle shots
• Compositions are close-up with simple
backgrounds
• A key feature of the image is bright, vibrant,
healthy eyes (no glasses)
• Colors within the photograph are similar
and complementary to the colors in the
spectrum bar
• The people represented are ethnically diverse
Characteristics of secondary photos are:
• Subject matter is more technical/functional
• Bright, vibrant colors
• Interesting cropping is preferred
• While primary photos are more focused on
lifestyle imagery, secondary photos are
generally therapeutic in nature
• City landscapes may be used in reference
to specific locations
• Should not compete with primary photos
in a design template
36 | Alcon Corporate Brand Guidelines
Secondary photos
Corporate Brand design system
Image Library:
Choosing Photographs
You may secure appropriate imagery from three sources:
1.The Alcon image library located on the Alcon
Corporate Brand Center, www.alconbrand.com
2. Stock photography providers
3. Photo shoot
Stock photos can be purchased from various providers;
however, usage and license agreements may be
restrictive. Only photos with “unlimited seats” may
be posted to the image library.
Preferred stock providers that offer “unlimited seat”
licenses are:
• www.alamy.com
• www.veer.com
Rights information
Royalty free images
• Royalty free images can be bought by the
public and applied according to specific terms
of use. The creator retains all copyrights and
publishing rights. Purchased images may not
be re-sold or re-distributed to a third party.
Rights managed images
• Rights managed images can be rented from
a photographer for a fee. Purchase of such an
image incurs costs for managing the image’s
usage rights to prevent a competitor from using
the same image.
No abstract/illustrations
No unnecessary photo
techniques
No out-of-focus blurred
motion
No unrecognizable shapes
No glasses
No distorted photos
No outdated photos
No dark photos
Before adding an image to the Alcon image library, the
images must be approved by Corporate Communications,
corporatecommunications@alconlabs.com
37 | Alcon Corporate Brand Guidelines
Corporate Brand design system
Image Library:
PowerPoint®* Usage
All primary and secondary images and illustrations
from the image library may be used in PowerPoint
presentations.
Some imagery exceptions are allowed, such as graphics
or accent images. This type of imagery should be used
sparingly and should have these characteristics:
• Clean, white background
• Simple, not busy
• 3-dimensional
Examples of acceptable graphics or accent images
are shown here. A selection of imagery can be
found on the Alcon Corporate Brand Center,
www.alconbrand.com.
38 | Alcon Corporate Brand Guidelines
*PowerPoint is owned by Microsoft Corporation
Implementation Playbook
implementation playbook
Strategic Guidance
on Usage
To ensure that every communications tactic employs
a single-minded focus and a clear message, the role of
the corporate brand must be defined first.
Specifically, which brand do we want the audience to
remember after seeing this communication?
• I f the corporate brand is the one brand the
audience should remember, then it should
be the Lead Brand
• If the product brand or service offering is the
one brand the audience should remember,
then the corporate brand should be the
Endorser Brand
• The corporate branding system must be applied
on business franchise level or functional
level. See page 41 for further explanation on
identifying brand role.
40 | Alcon Corporate Brand Guidelines
It is crucial that a strategic decision be made before a
communications brief is issued to an agency partner.
It is difficult to successfully retrofit the corporate
brand at the end of the creative development process
because the role of the corporate brand affects the
visual design and brand hierarchy.
implementation playbook
Identifying Brand Role
This chart should assist in identifying the role of
the corporate brand in consumer and professional
communications.
Once the role of the corporate brand has been
determined, please refer to the appropriate pages for
execution guidance and example layouts.
Lead Brand – pages 43- 53
Endorser Brand – pages 55 - 58
Type of Media
Lead
Business cards
X
Letterhead
X
Email signatures
X
PPT templates
X
Corporate email mastheads
X
Corporate advertising
X
Corporate brochure templates
X
Trade show booth design
X
Product marketing materials
X
Product packaging
X
Product advertising
X
Product materials for trade
show and conferences
X
Product digital assets
X
Signage
X
Cross-brand collateral materials
X
Corporate and functional
digital assets (non-marketing)
X
Please contact your regional communications head
for region-specific guidance.
41 | Alcon Corporate Brand Guidelines
Endorser
Corporate Brand as Lead
corporate brand as lead
Print Templates
HEALTH
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These sample templates incorporate the design
elements of the corporate brand design system.
These templates are available on the Alcon Corporate
Brand Center, www.alconbrand.com.
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Revolutionizing Eye Care
and Eye Health
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The Worldwide
Leader in Ophthalmic
Surgical Products
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Copyright 2011 Novartis
Cross-portfolio product brochure – Surgical
4”x 9” Slim Jim format
Pharmaceutical advertising
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SOLUTIONS
Providing the Most
Advanced Treatments
in Eye Care
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Revolutionizing Eye
Care
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Service brochure – large format
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Revolutionizing Eye Care
and Eye Health
January 2011
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Newsletter
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evelenti ventibus.
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Leading the Way
to Better Vision
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https://alcon.com/benefits
Copyright 2011 Novartis
24” x 36” poster – Vision Care
43 | Alcon Corporate Brand Guidelines
a Novartis company
corporate brand as lead
PowerPoint®* Templates
In order to facilitate the efficient and effective
development of PowerPoint presentations, templates
are available for Alcon corporate and each business
franchise on the Alcon Corporate Brand Center. Each
template includes divider and cover options, as well
as further guidance on formatting.
The templates are aligned with the brand design
system and adhere to these guidelines:
•
•
•
•
The preferred type color is Cool Gray 10
(R:97 G:99 B:101) from the secondary palette
The color for accents, such as subheads and
bullets, should correspond to the appropriate
business franchise color
The template cover colors utilize the color
families of corporate and each respective
business franchise
The corporate signature is aligned with the
Alcon logo. It is 1x the cap height of the
corporate signature from the base of the
color block
44 | Alcon Corporate Brand Guidelines
Corporate
Surgical
Pharmaceutical
Vision Care
*PowerPoint is owned by Microsoft Corporation
corporate brand as lead
Online Advertising:
Introduction
Online banner text requirements for banner end frames
only:
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Tem Vel Magnim Tem Doluptas >
Headlines:
• Myriad Pro Regular, size as needed, 16 pt+
• White text on color background
• Blue text (PMS: PMS 300 / RGB: R:0 G:102 B:177) is
the preferred color on white background
Subheads:
• Myriad Pro Regular, sized at least 4 pt smaller
than headline
• White text on color background
• Gray text (PMS: Cool Gray 10 / RGB: R:97 G:99 B:101)
is the preferred color on white background
Body copy:
• Myriad Pro Regular, 10 pt
• White text on color background
• Gray text (PMS: Cool Gray 10 / RGB: R:97 G:99 B:101)
is the preferred color on white background
Call to action:
• Myriad Pro Regular, 8 pt, ALL CAPS
• White text on color background
• Appropriate brand color text on white background
45 | Alcon Corporate Brand Guidelines
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Vel Magnim Tem Doluptas >
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Laut Dolorae Perum
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corporate brand as lead
Online Advertising:
Corporate Signature
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Tem Vel Magnim Tem Doluptas >
1x the cap height
from the base of the
color block
On digital banners, the Alcon corporate signature should
be aligned with the Alcon logo and placed at the base of
the color block. Depending on the size of the piece, the
corporate signature can be either 1, 2 or 3x
the cap height of the corporate signature from the
base of the color block. Because of limited space
you may be able to only use 1x the cap height of the
corporate signature.
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2x the cap height
from the base of the
color block
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46 | Alcon Corporate Brand Guidelines
3x the cap height
from the base of the
color block
corporate brand as lead
Digital Applications:
Standard Banner Sizes
Digital banner applications comes in three standard
sizes: 728x90, 300x250, 160x600.
728x90
These sizes are recognized globally for most digital
media. These guidelines ensure consistent placement
and appearance of the corporate brand logo in online
advertising.
These guidelines are for end frames only, as animation
requirements are dependent on media specifications.
728x90px
The layout for 728x90 is divided into an 39x5 grid.
300x250
300x250px
The layout for 300x250 is divided into a 16x13.5 grid.
160x600px
The layout for 160x600 is divided into a 8.5x32 grid.
160x600
47 | Alcon Corporate Brand Guidelines
corporate brand as lead
Digital Applications:
Banner Templates
The online advertising guidelines have been designed
to allow for maximum creative flexibility. The
guidelines apply to end frames only. Any dynamic
elements used to tell the ad story (i.e., images, copy,
animation) do not need to follow a template.
Lead brand layouts should be used for corporate
and business franchise messages, events and other
corporate uses.
• Design system to include dedicated and
consistent space for placing the corporate
logo and signature
• The banner design grid positions the Alcon logo
in a consistent size and space, on the upper right
hand corner of the color block area
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Vel Magnim Tem Doluptas >
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Image
spectrum bar and spectrum accent line
corp logo
copy
CORPORATE
SIGNATURE
48 | Alcon Corporate Brand Guidelines
These are the minimum 300x250px
end frame requirements
corporate brand as lead
Digital Applications:
Banner Templates
copy
corp logo
CALL TO ACTION
CORPORATE
SIGNATURE
Image
spectrum bar and spectrum accent line
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Vel Magnim Tem Doluptas
Image
Tem Vel Magnim Tem Doluptas >
These are the minimum 728x90px
end frame requirements
spectrum bar / Accent line
corp logo
copy
Lorem Ipsum
Dolor Dolorae
Omnia Laut
CALL TO ACTION
Vel Magnim Tem
Doluptas >
These are the minimum 160x600px
end frame requirements
CORPORATE
SIGNATURE
49 | Alcon Corporate Brand Guidelines
corporate brand as lead
Digital Applications:
Non-Standard Banner Sizes
In the case of non-standard sizes for Web banners, the
standard look and feel still applies. The color block is
dominant and the Alcon logo and corporate signature
remain in a consistent placement, aligned with one
another. The spectrum bar also appears with the
corporate or business franchise color block.
Lorem Ipsum Dolor
Omnimet Laut Dunti
Vel Magnim Tem Doluptas
Tem Vel Magnim Tem Doluptas >
Omnimet Laut Omnia Dunti
Cum Resequam
Vel Magnim Tem Doluptas
Otatibus doluptae etus excera sectota erumenitatur sequi ut
quas exped mintur, tem volore eritem laccusaped quis dolorem
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Tem Vel Magnim
Tem Doluptas >
50 | Alcon Corporate Brand Guidelines
corporate brand as lead
Digital Applications:
Websites
The corporate brand is in the lead position on websites
that are corporate in nature such as Alcon.com. The
corporate brand should also be in the lead when the
website includes multiple products (excluding same
product family) and/or are cross-franchise. On websites
where the corporate brand is in the lead, please use the
following guidelines:
The preferred placement for the Alcon logo and
corporate signature on corporate websites is on
the lower left-hand side of the website.
Web Design System
• Accepted font families: Myriad Pro Regular
(preferred), Arial, Helvetica, sans-serif
• Body font color: black or dark grey
• Body font size: 11 pt minimum
• Heading font colors: use the Alcon corporate
brand color palette options for accents
• Website color palette: use the Alcon corporate
brand color palette; see pages 24-26 for options
• Link behavior: hyperlinks should maintain the
same font size in body or heading as applied
• Images: follow the corporate brand guidelines
for image selection tips
• Copyright font size: 10 pt minimum, ISA same
or equal size as body font
Spectrum Bar
The spectrum bar must appear on the home page
of all corporate websites. For more information on
the spectrum bar, please refer to pages 27-30.
Alcon Logo and Corporate Signature
The Alcon logo and corporate signature “a Novartis company”
must appear on all Alcon corporate websites. The Novartis
corporate signature is always aligned underneath the Alcon
logo and is the same width as the Alcon logo.
51 | Alcon Corporate Brand Guidelines
Please refer to pages 9 and 13 for more information
on the size, space and clearance of the Alcon logo
and corporate signature.
Legal Requirements
The following legal requirements must be
implemented on all corporate websites. The websites
must include:
• Link to alcon.com “Privacy Policy” found at
(http://www.alcon.com/privacy-policy.aspx)
• Link to alcon.com “Terms of Use” found at
(http://www.alcon.com/terms-of-use.aspx)
• Copyright line should appear on bottom
left-hand side of site. The copyright line
is © <current year> Novartis (Example:
© 2013 Novartis)
• Control Panel Navigation (CPN) should be
included on all websites as available in markets
• Accessibility is optional
corporate brand as lead
Email Blasts
To maintain consistency, email blasts should use the
corporate or business franchise color and spectrum bar
in the header of the design. Content of the email can
be adjusted to best convey your message. There is no
set grid for the content section of the email blast.
Each email blast must have a separate space for a
Web address or call-to-action, opt out and a legal
disclaimer at the bottom.
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Vel Magnim Tem Doluptas
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net vernam inctem dolor repelit est
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corecernat.
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et, tem alitiatem aut ut maiorrum nes
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rem. Nequunt isitat.
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seque peliquo ditat. Que doluptas
molupta turest dipiduci blatur rem.
Parum quodis as aceped maio.Si
blaccab oremquunt. Hicipsae porporporia net vernam inctem
Os sende pari sus exerion
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doluptatis Ximillicat labor aut odi non nim
© 2011 Novartis
52 | Alcon Corporate Brand Guidelines
corporate brand as lead
Video Guiding Principles
This page provides corporate brand guidelines for
video usage (ie., TV, internet video).
Final Frame Layout
Please note, the TV frames used in this section are for
illustrative purposes only.
Logo at 100% opacity
The video guidelines have been designed to allow for
maximum creative flexibility.
As such:
• There are currently no audio requirements
• The storyline runs uninterrupted for the full
duration of the time allotted for the video
• The Alcon logo should be used in all
instances. Exceptions:
– The video playback format will make the logo
lockup too small for legibility (as in some
online video formats)
– The video end frame includes product
packaging and/or tagline (as there will be
too much information on one screen for the
viewer to process)
The Alcon logo and corporate signature appears on a
white background or light gradient with the spectrum
bar
at the bottom of the screen.
53 | Alcon Corporate Brand Guidelines
Background solid white
Corporate Signature
Sign off, Web address or “call-to-action”
www.alcon.com
Spectrum Bar
Final frame begins 5 seconds before end of spot/video
www.alcon.com
corporate brand as lead
Promotional Materials
When producing promotional items such as pens, shirts and
notebooks the logo position, corporate signature, color and
space allocation each need to be managed carefully.
For these items, please use the approved logo and
corporate signature however the following are permissible:
• Etching the logo on the side of a metal pen,
resulting in a metallic logo, (logo may be smaller
than minimal 0.75” across)
• Embroidering the logo in the same color as
a shirt or bag
• Stamping/embossing the logo on leather for
portfolios and notebooks
• The corporate signature is required in all instances
whether the corporate brand is in a lead or endorser
role such as product marketing. The corporate
signature may appear as a lock up, similar to how
it appears in an endorser role (page 56)
• For items where the imprint area is smaller than
.75” (20 mm), the corporate signature does not need
to be included
Please use good judgement and remember the spirit
of protecting and properly representing the Alcon
brand at all times when choosing the logo position and
representation.
54 | Alcon Corporate Brand Guidelines
Corporate Brand as Endorser
Corporate LOGO
Alcon Logo and
Corporate Signature
in Endorser Role
The Novartis corporate signature should appear in all
communications including when the corporate brand
is in an endorser role. Due to size and space restrictions
in instances such as product marketing, the corporate
signature may invade upon the Alcon logo clear space.
In these cases, the corporate signature will lock up with
the logo. Using the corporate signature as a guide, the
distance is 1x cap “N” height from the logo. The width of
the corporate signature should align with the width of
the Alcon logo.
56 | Alcon Corporate Brand Guidelines
Corporate logo
Corporate signature is 1x
cap “N” height from Alcon logo
corporate brand as endorser
Print Templates
The corporate design system includes additional
guidance for product advertising to eye care
professionals and consumers. These guidelines will
ensure consistent placement and appearance of the
Alcon brand logo in product advertising.
• In
all circumstances, the Alcon logo should be
applied to consumer and eye care practitioner
advertising
• The logo and corporate signature should always
be positioned in the bottom left corner, within
the designated clear area
• It is preferred for the logo to appear in the full
color version (Alcon blue) on a white background
• If product branding requires, the logo may
appear on a solid background in white
• No other graphics are allowed inside the clear
area, with the exception of a legal disclaimer
(up to three lines)
• Preferred typography is Myriad Pro, as in the
corporate brand guidelines
• The corporate signature is required in all
instances whether the corporate brand is in a
lead or endorser role such as product marketing
57 | Alcon Corporate Brand Guidelines
Corporate
logo
placement
Clear area
Bottom of
disclaimer copy
always sits
on the lower
margin line
corporate brand as endorser
Digital Applications:
Standard Banner Sizes
The online advertising guidelines have been designed to
allow for maximum creative flexibility. These guidelines
apply to end frames only. Any dynamic elements used
to tell the ad story (ie., images, copy, animation) do not
need to follow a template.
728x90
Endorser brand layout should be used for productspecific advertising.
These are the minimum end frame requirements:
• D
esign system to include dedicated and consistent
space for placing the corporate brand logo
• The Alcon logo should be placed the height of the
Alcon “l” from the base of the ad
• These requirements apply to standard and
non-standard banner sizes
• The corporate signature is required
300x250
160x600
58 | Alcon Corporate Brand Guidelines
corporate brand as endorser
Digital Applications:
Banner Templates
Clear area
Corporate logo
placement
Alcon “l” height from baseline
These are the minimum 728x90px
end frame requirements
Corporate logo
placement
Clear area
Clear area
Corporate logo
placement
Alcon “l” height
from baseline
59 | Alcon Corporate Brand Guidelines
These are the minimum 300x250px
end frame requirements
Alcon “l” height
from baseline
These are the minimum 160x600px
end frame requirements
corporate brand as endorser
Digital Applications:
Websites
When the corporate brand is in an endorser role on
websites such as a single product or product family
sites, please use the following guidelines. If there is not
a specific product brand style guide that can be used
for the website, the corporate brand rules apply.
Web Design System
• Accepted font families: refer to specific product
brand style guide
• Body font color: black or dark grey
• Body font size: 11 pt minimum
• Heading font colors: refer to specific product
brand style guide
• Website color palette: refer to specific product
brand style guide
• Link behavior: hyperlinks should maintain the
same font size in body or heading as applied
• Images: follow the specific product brand style
guide for image selection tips
• Copyright font size: 10 pt minimum, ISA same
or equal size as body font
Alcon Logo and Corporate Signature Implementation
The Alcon logo and corporate signature “a Novartis
company” must appear on all Alcon websites, including
product-specific sites. The Novartis corporate signature
is always aligned underneath the Alcon logo and is the
same width as the Alcon logo.
60 | Alcon Corporate Brand Guidelines
The preferred placement for the Alcon logo and
corporate signature on product-specific websites
is on the lower left-hand side of the website.
Please refer to pages 9 and 13 for more information
on the size, space and clearance of the Alcon logo
and corporate signature.
Legal Requirements
The following legal requirements must be
implemented on all product-focused websites.
The website must include:
• Link to alcon.com “Privacy Policy” found at
(http://www.alcon.com/privacy-policy.aspx)
• Link to alcon.com “Terms of Use” found at
(http://www.alcon.com/terms-of-use.aspx)
• Copyright line should appear on bottom
left-hand side of the site. The copyright line
is © <current year> Novartis (Example:
© 2013 Novartis)
• Control Panel Navigation (CPN) should be
included on all websites as available in markets
• Accessibility is optional
corporate brand as endorser
Video Guiding Principles
This page provides corporate brand guidelines for
video usage (ie., TV, internet video).
Please note, the TV frames used in this section are
for illustrative purposes only.
The video guidelines have been designed to allow
for maximum creative flexibility.
As such:
• There are currently no audio requirements
• The storyline runs uninterrupted for the full
duration of the time allotted for the video
• The Alcon logo should be used in all instances
Exceptions:
– The video playback format will make the
logo lockup too small for legibility (as in some
online video formats)
– The video end frame includes product
packaging and/or tagline (as there will be
too much information on one screen for the
viewer to process)
61 | Alcon Corporate Brand Guidelines
These guidelines are for final frames only.
• T he Alcon logo and corporate signature should
appear in the bottom right-hand corner to avoid
obstructing any legal messages
• In the cases where the Alcon logo is used as an
endorser, the corporate signature is not needed
• Depending on the creative, please ensure that
there is a smooth transition on screen of the
Alcon logo
Preferred: Example of a final frame that includes
both a product shot and the Alcon logo