Novartis Brand Essentials
Most important aspects of the Novartis corporate brand design
at a glance
April 2012
Update
Content reflects ECN approved
corporate brand updates April 2012
Table of contents
The Novartis brand personality
3
Core brand elements
Novartis logo
Internal logos
Color
Typography
11
15
19
22
Imagery
26
Core brand principles
Primary white
Core vertical
Color/image balance
29
32
39
The Novartis look and feel
42
Specific media/topics
Content pages
Stationery
Visuals (graphs, tables, maps, etc.)
NBS website access
NBS website and hotline
NBS guidelines at a glance
44
46
47
48
49
50
2 | Novartis Brand Essentials | April 2012 | Business Use Only
The Novartis brand personality
33 | Novartis Brand Essentials | November 2010 | Business Use Only
Patients
are the center of
our work.
4 | Novartis Brand Essentials | November 2010 | Business Use Only
Our purpose is to
care and cure.
5 | Novartis Brand Essentials | November 2010 | Business Use Only
responsibly,
We act
openly and credibly.
6 | Novartis Brand Essentials | November 2010 | Business Use Only
Innovation
meets unmet needs.
7 | Novartis Brand Essentials | November 2010 | Business Use Only
Strong financial
performance
ensures our ability to
care and cure.
8 | Novartis Brand Essentials | November 2010 | Business Use Only
Quality is part
of everything we do.
The Novartis brand personality
Focus
Essence
Themes
Style
 For more information go to NBS
 The Novartis brand  Brand personality
9
10 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis logos
10
11 | Novartis Brand Essentials | November 2010 | Business Use Only
Logos with descriptors to express
growth areas of healthcare
logo/name for
OTC pending
Two exceptions made due to specific market situation and overall
company positioning. Future exceptions to be approved by ECN.
11
12 | Novartis Brand Essentials | November 2010 | Business Use Only
 For more information go to NBS
 The Novartis brand  Visual identity & logosy
13 | Novartis Brand Essentials | November 2010 | Business Use Only
Internal logos
14 | Novartis Brand Essentials | November 2010 | Business Use Only
Working on an
internal project,
campaign or event?
15 | Novartis Brand Essentials | November 2010 | Business Use Only
Use a textual
reference instead of
creating an
internal logo.
16 | Novartis Brand Essentials | November 2010 | Business Use Only
Internal logos only for:
Long-term, high-impact
initiatives or events with
clear benefit to Novartis
business and/or
reputation.
 For more information view internal communications style guide on NBS
 The Novartis brand  Visual identity & logos  Logo guideline
17 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis color family
18 | Novartis Brand Essentials | November 2010 | Business Use Only
19 | Novartis Brand Essentials | November 2010 | Business Use Only
Brown
White
Red
Beige
Maroon
Dark Yellow
20 | Novartis Brand Essentials | November 2010 | Business Use Only
Bright Yellow
Orange
Blue is reserved
exclusively for the
Novartis logo
 For more information go to NBS
 The Novartis brand  Visual identity & logos  Core brand elements
21 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis fonts
22 | Novartis Brand Essentials | November 2010 | Business Use Only
News Gothic MT
Standard font for all print media
Sabon
For captions, call-outs
and other decorative text
23 | Novartis Brand Essentials | November 2010 | Business Use Only
Arial
for electronic media
Verdana
for Internet and Intranet
 For more information go to NBS
 The Novartis brand  Visual identity & logos  Core brand elements
24 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis image world
25 | Novartis Brand Essentials | November 2010 | Business Use Only
Focus on people
26 | Novartis Brand Essentials | November 2010 | Business Use Only
Warm colors
and warm
light
Out-of-focus
background
with simple
pattern
 For more information go to NBS
 The Novartis brand  Visual identity & logos
ImageBrand
world
overview
27 |
Novartis
Essentials
| November 2010 | Business Use Only
The Novartis core brand principles
Primary white
28 | Novartis Brand Essentials | November 2010 | Business Use Only
The most important color is ...
29 | Novartis Brand Essentials | November 2010 | Business Use Only
... White.
White should dominate all
Novartis communications
 For more information go to NBS
 The Novartis brand  Visual identity & logos  Core brand principles
30 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis core brand principles
Core vertical
31 | Novartis Brand Essentials | November 2010 | Business Use Only
32 | Novartis Brand Essentials | November 2010 | Business Use Only
A core vertical ...
33 | Novartis Brand Essentials | November 2010 | Business Use Only
... defines the layout ...
34 | Novartis Brand Essentials | November 2010 | Business Use Only
... directing the eye ...
35 | Novartis Brand Essentials | November 2010 | Business Use Only
... to the logo
36 | Novartis Brand Essentials | November 2010 | Business Use Only
 For more information go to NBS
 The Novartis brand  Visual identity & logos  Core brand principles
37 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis core brand principles
Color/image balance
38 | Novartis Brand Essentials | November 2010 | Business Use Only
Color block
Image area
Always more dominant than color block
39 | Novartis Brand Essentials | November 2010 | Business Use Only
Color block
Image area
Always more dominant than color block
 For more information go to NBS
 The Novartis brand  Visual identity & logos  Core brand principles
40 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis look and feel
41 | Novartis Brand Essentials | November 2010 | Business Use Only
Large airport poster
Internet
Brochure cover
Ad
42 | Novartis Brand Essentials | November 2010 | Business Use Only
Brochure content page
Specific media/topics
43 | Novartis Brand Essentials | November 2010 | Business Use Only
One design element only inside same publication
Brochure content pages: color block or color bar
Color block always next to image
One color bar at top of page
 For more information go to: NBS
 The Novartis brand  Visual identity & logos  Core brand principles
44
Red-marked areas are fixed
Stationery: letter/business card
Official logos
logo/name for
OTC pending
 For more information go to: NBS
 Guidelines and templates  Print
45
Individual visuals must be in Novartis look and feel
Specific media/topics – Visuals
 For examples go to: NBS
 Guidelines and templates  Print  Charts & tables or maps
46
Agencies must register for Novartis Brand Service
(NBS) website; Novartis associates login directly
 Direct link for
Novartis associates
 Sign-up for
externals
47
For any Novartis corporate brand related questions,
refer to the Novartis Brand Service (NBS) website
 For guidelines, templates,
images, logos, best practices
and other corporate brandrelated information, visit the
NBS website
• www.novartisbrandservice.com
 For questions and free
design reviews contact
the NBS hotline
• nbs@novartis.com
• +41 61 324 8899
48
All Novartis brand guidelines and templates
are available on the NBS website


The Novartis brand
•
•
Novartis intranet style guide
Guideline application branding
•
•
Color/image balance specifications
Novartis logo and name guideline
•
•
Video player guideline for Novartis websites
Internet style guide
•
•
Novartis brand architecture guideline
Image world guideline
•
•
Online writing guidelines
Information architecture quick guide
•
•
Image world at a glance
Illustrations guideline
•
•
Information architecture
Copyright and trademark rules
•
•
Photographer briefing
Photographer agreement guide
•
•
How to create eNewsletters
Novartis portal style guide
•
Internal communications style guide

Novartis guidelines recruitment ads
Events & merchandising
•
Novartis congresses & events branding guideline
•
Giveaways and merchandise hints and tips
Signage
Signage guidelines
Video
•
•
Print media style guide
Advertising
•
49

Print
•

Online media
Core principles & elements style guide
Quick checklist for applying Novartis corporate design
•


•
•

Novartis video branding guideline
Filmmaker agreement guide
Microsoft Office
•
•
PowerPoint quick start guide
PPT user guide
•
•
PPT addin quick guide conversion
PPT fact sheet
•
•
PPT design guideline
PPT addin quick guide non-bulleted text
•
•
PPT technical style guide
Word templates user manual