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Alcon-Brand Guide(61p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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Alcon-Brand Guide(61p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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Activating Our
Corporate Brand
Corporate Brand Guidelines
3 Purpose and Benets
4 Our Corporate Brand Strategy
5 Our Brand Essence and Personality
6 Where Alcon Fits in the Novartis Brand Hierarchy
Corporate Logo
8 Approved Logo Usage
9 Clear Space and Small Scale Reproduction
10 Internal Program Logos
11 Unapproved Logo Use
12 Stationery Templates
13 Corporate Signature
14 Copyright Line
15 Email Signature
16 Trademark Standards
Corporate Brand Design System
18 Design Strategy and System Introduction
19 Grid: Introduction
20 Grid: Variations
21 Grid: A4 Dimensions
22 Grid: U.S. Letter Dimensions
23 Color Coding Introduction
24 Color Palette
25 Color Palette Heirarchy
26 Color Family Coding System
27 Color Family Spectrum Bars: Introduction
28 Spectrum Bar: Applications Overview
29 Spectrum Bar: Detail
30 Spectrum Bar: Standard Print Sizes
31 Spectrum Bar: Cover Applications
32 Spectrum Bar: Do’s and Don’ts
33 Spectrum Bar: Interior Applications
34 Brand Font
35 Typography in Use: Print Media
36 Image Library: Category Introduction
37 Image Library: Choosing Photographs
38 Image Library: PowerPoint® Usage
Implementation Playbook
40 Strategic Guidance on Usage
41 Identifying Brand Role
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 as Endorser
56 Alcon Logo and Corporate Signature in Endorser Role
57 Print Templates
58 Digital Applications: Standard Banner Sizes
59 Digital Applications: Banner Templates
60 Digital Applications: Websites
61 Video Guiding Principles
CORPORATE BRAND GUIDELINES
Contents
2 | Alcon Corporate Brand Guidelines
Purpose and Benefits
The Alcon corporate brand communicates who we
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.
On the following pages, the Alcon corporate branding
guidelines and design specications are explained in
detail. Included are tools and templates for corporate
and marketing communications.
These guidelines determine the role of the corporate
brand in all internal and external communications.
The guidelines must be used across the organization
by global, regional and local teams to reinforce our
“one company” approach as the leader in eye care.
Benets of consistently applied corporate branding:
• EnsuresAlconispresentedinaconsistentmanner–
aligned with our vision and mission
• Articulatesouruniquepositionandenhancesour
reputation as the undisputed leader in eye care,
while further strengthening relationships with ECPs
• Setspolicies,proceduresandtechnical
specications to ensure proper execution of all
brand elements such as logos, colors, fonts, graphic
assets and photography
• Energizestheorganizationandbuildsmomentum
around a single unied brand, internally and
externally
• Createsecienciesthroughawell-managedbrand
system, resulting in improved productivity, cost
savings while minimizing confusion
Compliance, adoption, training and easy access to a
resource center are critical to ensure a consistent rollout.
CORPORATE BRAND GUIDELINES
3 | Alcon Corporate Brand Guidelines
Our Corporate
Brand Strategy
Sustained growth leadership
Reinforce and drive market
dominance and brand
preference
Strategic priorities:
Enhance the reputation and
perception of Alcon as the
world leader in eye care
Articulate the Alcon brand
essence of leadership, trust
and innovation in a consistent
anddierentiatingway–
voice, tone, look and feel
CORPORATE BRAND GUIDELINES
Alcon Vision & Mission Business Strategy Corporate Brand Strategy
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Ourcorporatebrandstrategyleveragesthebrandequityofallthreeentities:Novartis,AlconandCIBA VISION.
Our Vision:
To be the most trusted leader
in eye care
Our Mission:
To provide innovative products
thatenhancequalityoflifeby
helping people see better
4 | Alcon Corporate Brand Guidelines
Our Brand Essence
and Personality
Market Leadership
Passion for
Innovation
Trust of Eye Care
Professionals and
Patients
CONFIDENT
BOLD
ENERGETIC
FRESH
CARING
DEPENDABLE
CORPORATE BRAND GUIDELINES
Brand Essence
(What we stand for)
Corporate
Brand
Strategy
Brand Personality
(Who we are)
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: condent,
bold, energetic, fresh, caring and dependable.
5 | Alcon Corporate Brand Guidelines
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