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 11 Internal logos 14 Color 18 Typography 22 Imagery 25 Core brand principles Primary white 28 Core vertical 31 Color/image balance 38 The Novartis look and feel 41 Specific media/topics Content pages 44 Stationery 45 Visuals (graphs, tables, maps, etc.) 46 NBR website access 47 NBR website and hotline 48 NBR guidelines at a glance 49 2 | Novartis Brand Essentials | December 2014 | Business Use Only

The Novartis brand personality 3 | Novartis Brand Essentials | November 2010 | Business Use Only 3

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

We act responsibly, 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

performance Strong financial 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 NBR  Novartis brand  Brand personality 10 10 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis logos 11 11 | Novartis Brand Essentials | November 2010 | Business Use Only

Logos with descriptors 12 12 | Novartis Brand Essentials | November 2010 | Business Use Only

Protect our logo: observe minimum space requirement ; do not change logo in any way  For more information go to NBR  Visual identity & logos  Logos 13 13 | Novartis Brand Essentials | November 2010 | Business Use Only

Internal logos 14 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 NBR Guidelines & Templates  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 Orange Bright Yellow 20 | Novartis Brand Essentials | November 2010 | Business Use Only Bright Yellow

Blue is reserved exclusively for the Novartis logo  For more information go to NBR Visual identity & logos  Colors 21 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis fonts 22 | Novartis Brand Essentials | November 2010 | Business Use Only 22

Sabon For captions, call-outs and other decorative text 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

Arial E-mail and MS Office (e.g. PowerPoint) 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. 24 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis image world 25 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 NBR Visual identity & logos  Images and illustrations 27 | Novartis Brand Essentials | November 2010 | Business Use Only

The Novartis core brand principles Primary white 28 | Novartis Brand Essentials | November 2010 | Business Use Only 28

The most important color is ... 29 | Novartis Brand Essentials | November 2010 | Business Use Only

... White. White should dominate all Novartis communications Tip: less is more  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 31 | Novartis Brand Essentials | November 2010 | Business Use Only 31

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

Tip: follow this principle and the whole layout is set  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 38 | Novartis Brand Essentials | November 2010 | Business Use Only

Tip: stick to official style – color block left, one image right Image area Always more dominant than color block Tip: stick to official style – color block left, one image right 39 | Novartis Brand Essentials | November 2010 | Business Use Only

Always more dominant than color block Image area Always more dominant than color block Tip: with more images, ensure vertical emphasis and simplicity – less is more  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 41 | Novartis Brand Essentials | November 2010 | Business Use Only

Large airport poster Internet Brochure cover Ad Brochure content page 42 | Novartis Brand Essentials | November 2010 | Business Use Only

Specific media/topics 43 43 | Novartis Brand Essentials | November 2010 | Business Use Only

Tip: decide first – color block or color bar 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 Tip: decide first – color block or color bar  For more information go to: NBR Visual identity & logos  Core brand principles 44

Red-marked areas are fixed Stationery: letter/business card Official logos logo/name for OTC pending Tip: official Novartis logos are allowed  For more information go to: NBR Guidelines and templates  Print 45

Tip: Novartis colors; solid colors (no gradients), avoid borders Individual visuals must be in Novartis look and feel Specific media/topics – Visuals Tip: Novartis colors; solid colors (no gradients), avoid borders  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 brand- related 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 The Novartis brand Core principles & elements style guide Quick checklist for applying Novartis corporate design Color/image balance specifications Novartis logo and name guideline Novartis brand architecture guideline Image world guideline Image world at a glance Illustrations guideline Photographer briefing Photographer agreement guide Internal communications style guide Print Print media style guide Advertising Novartis guidelines recruitment ads Events & merchandising Novartis congresses & events branding guideline Giveaways and merchandise hints and tips Signage Signage guidelines Packaging & collaterals guidelines for all Novartis divisions Online media Novartis intranet style guide Guideline application branding Video player guideline for Novartis websites Internet style guide Online writing guidelines Information architecture quick guide Information architecture Copyright and trademark rules How to create eNewsletters Novartis portal style guide Mobile Apps: Branding fundamentals Mobile strategy Video 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 49