Novartis Brand Essentials
Most important aspects of the Novartis corporate brand design
at a glance
December 2014
Update
Official logos p. 11
Table of contents
The Novartis brand personality
3
Core brand elements
Novartis logo
Internal logos
Color
Typography
11
14
18
22
Imagery
25
Core brand principles
Primary white
Core vertical
Color/image balance
28
31
38
The Novartis look and feel
41
Specific media/topics
Content pages
Stationery
Visuals (graphs, tables, maps, etc.)
NBR website access
NBR website and hotline
NBR guidelines at a glance
44
45
46
47
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2 | Novartis Brand Essentials | December 2014 | Business Use Only
The Novartis brand personality
33 | Novartis Brand Essentials | November 2010 | Business Use Only
Patients
are the center of
our work.
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Our purpose is to
care and cure.
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responsibly,
We act
openly and credibly.
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Innovation
meets unmet needs.
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Strong financial
performance
ensures our ability to
care and cure.
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Quality is part
of everything we do.
The Novartis brand personality
Focus
Essence
Themes
Style
 For more information go to NBR
 Novartis brand  Brand personality
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The Novartis logos
11 | Novartis Brand Essentials | November 2010 | Business Use Only
Logos with descriptors
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 For more information go to NBR
 Visual identity & logos  Logos
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Internal logos
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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.
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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 NBR
Guidelines & Templates  Visual identity & logos  Logo guideline
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The Novartis color family
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Brown
White
Red
Beige
Maroon
Dark Yellow
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Bright Yellow
Orange
Blue is reserved
exclusively for the
Novartis logo
 For more information go to NBR
Visual identity & logos  Colors
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The Novartis fonts
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Fonts for print and electronic media
News Gothic MT
Preferred typeface
For headlines, subheads, body text
and more
Sabon
For captions, call-outs
and other decorative text
 For more information go to NBR
Visual identity & logos  Fonts
23 | Novartis Brand Essentials | November 2010 | Business Use Only
Fonts for e-mail, MS Office and back-up*
Arial
E-mail and MS Office (e.g. PowerPoint)
Verdana
When News Gothic is not supported
by a browser or device version, default
to the system font Verdana.
* Due to cost constraints and to be harmonized
with News Gothic MT and Sabon as soon as
more affordable options become available.
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The Novartis image world
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Focus on people
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Warm colors
and warm
light
Out-of-focus
background
with simple
pattern
 For more information go to NBR
Visual identity & logos  Images and illustrations
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The Novartis core brand principles
Primary white
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The most important color is ...
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... White.
White should dominate all
Novartis communications
 For more information go to NBR
Visual identity & logos  Core brand principles
30 | Novartis Brand Essentials | November 2010 | Business Use Only
The Novartis core brand principles
Core vertical
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A core vertical ...
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... defines the layout ...
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... directing the eye ...
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... to the logo
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 For more information go to NBR
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 NBR
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
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Brochure content page
Specific media/topics
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One design element only inside same publication
Brochure content pages: color block or color bar
Color block always next to image
 For more information go to: NBR
Visual identity & logos  Core brand principles
44
One color bar at top of page
Red-marked areas are fixed
Stationery: letter/business card
Official logos
logo/name for
OTC pending
 For more information go to: NBR
Guidelines and templates  Print
45
Individual visuals must be in Novartis look and feel
Specific media/topics – Visuals
 For examples go to: NBR
Guidelines and templates  Print  Charts & tables or maps
46
Agencies must register for Novartis Brand Resource
(NBR) 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 Resource (NBR) website
 For guidelines, templates,
images, logos, best practices
and other corporate brandrelated information, visit the
NBR website
• www.novartisbrandresource.com
 For questions and free
design reviews contact
the NBR helpline
NBR@novartis.com
48
All Novartis brand guidelines and templates
are available on the NBR website
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The Novartis brand
•
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Novartis intranet style guide
Guideline application branding
•
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Color/image balance specifications
Novartis logo and name guideline
•
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Video player guideline for Novartis websites
Internet style guide
•
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Novartis brand architecture guideline
Image world guideline
•
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Online writing guidelines
Information architecture quick guide
•
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Image world at a glance
Illustrations guideline
•
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Information architecture
Copyright and trademark rules
•
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Photographer briefing
Photographer agreement guide
•
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How to create eNewsletters
Novartis portal style guide
•
Internal communications style guide
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49
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Events & merchandising
Novartis congresses & events branding guideline
•
Giveaways and merchandise hints and tips
Signage
Signage guidelines
Packaging & collaterals guidelines
for all Novartis divisions

Branding fundamentals
Mobile strategy
Video
•
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Novartis guidelines recruitment ads
•
Mobile Apps:
•
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Print media style guide
Advertising
•
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Print
•
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Online media
Core principles & elements style guide
Quick checklist for applying Novartis corporate design
•
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•
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Novartis video branding guideline
Filmmaker agreement guide
Microsoft Office
•
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PowerPoint quick start guide
PPT user guide
•
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PPT addin quick guide conversion
PPT fact sheet
•
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PPT design guideline
PPT addin quick guide non-bulleted text
•
PPT technical style guide