1. Novartis Brand Essentials
Most important aspects of the Novartis corporate brand design at a glance
December 2014
Update
Official logos p. 11

2. 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
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3. The Novartis brand personality
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4. Patients are the center of our work.
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5. Our purpose is to care and cure.
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6. We act responsibly, openly and credibly.
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7. Innovation meets unmet needs.
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8. performance Strong financial ensures our ability to care and cure.
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9. Quality is part of everything we do.

10. The Novartis brand personality
Focus
Essence
Themes
Style
 For more information go to NBR  Novartis brand  Brand personality 10
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11. The Novartis logos 11
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12. Logos with descriptors12
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13. 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
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14. Internal logos 14
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15. Working on an internal project, campaign or event?
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16. Use a textual reference instead of creating an internal logo.
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17. 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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18. The Novartis color family
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20. Brown White Red Beige Maroon Dark Yellow Orange Bright Yellow
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Bright Yellow

21. Blue is reserved exclusively for the Novartis logo
 For more information go to NBR Visual identity & logos  Colors
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22. The Novartis fonts
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23. 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
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24. Arial E-mail and MS Office (e.g. PowerPoint)
Fonts for , MS Office and back-up*
Arial 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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25. The Novartis image world25
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26. Focus on people
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27. 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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28. The Novartis core brand principles Primary white
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29. The most important color is ...
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30. ... White. White should dominate all Novartis communications
Tip: less is more
 For more information go to NBR Visual identity & logos  Core brand principles
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31. The Novartis core brand principles Core vertical
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33. A core vertical ...
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34. ... defines the layout ...
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35. ... directing the eye ...
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36. ... to the logo
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37. Tip: follow this principle and the whole layout is set
 For more information go to NBR Visual identity & logos  Core brand principles
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38. The Novartis core brand principles Color/image balance38
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39. 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
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40. 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
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41. The Novartis look and feel41
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42. Large airport poster Internet Brochure cover Ad Brochure content page
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43. Specific media/topics43
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44. 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

45. 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

46. 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

47. Agencies must register for Novartis Brand Resource (NBR) website; Novartis associates login directly
Direct link for Novartis associates
Sign-up for externals 47

48. 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
For questions and free design reviews contact the NBR helpline 48

49. 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