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TEVA brandbook TEVA brandbook Presentation Transcript

  • Corporate Language Guidelines 2010 version 02 1
  • We, at Corporate Communications, Within these pages, you will find wish to express our gratitude to the basic guidelines for Tevas more than 60 CorCom Network new Corporate Language. Here we go... members, for their creativity and We have designed it to be easy for cooperation in giving birth to these implementation, yet flexible enough Corporate Language Guidelines. to allow individual creativity.2
  • Teva Corporate Language GuidelinesCulture & Language ....................................... type over color ................................................................ 54 folders ............................................................................... 110 our images ........................................................................ 56 brochures ......................................................................... 114our way ...............................................................................6 using images .................................................................... 58 posters .............................................................................. 116our values ......................................................................... 8 grid basics ......................................................................... 60our messages ................................................................... 10 our grid ............................................................................. 62 Online ..........................................................our vision .......................................................................... 12 extensions ......................................................................... 64our slogan ......................................................................... 14 image on grid .................................................................... 66 website ............................................................................. 120our visual legacy ............................................................. 16 logo+slogan ....................................................................... 70 presentation ..................................................................... 122from values to emotions to elements ......................... 18 letterhead (word format) ............................................... 126 Entities ......................................................... email signature ................................................................ 128Logo ............................................................. basics ................................................................................ 74 Environment .................................................framing the logo .............................................................. 22 proportions 1 ................................................................... 76proportions ...................................................................... 24 proportions 2 ................................................................... 78 signage (interior) ............................................................ 132over white ........................................................................ 26 corporate formal definition ........................................... 80 signage (exterior) ............................................................ 154over color ......................................................................... 28 entity names .................................................................... 82 vehicles ............................................................................. 156over images ...................................................................... 30 subdivisions ..................................................................... 84 flags ................................................................................... 158black & white ................................................................... 32 tags .................................................................................... 86 media back ....................................................................... 160hebrew .............................................................................. 34 partners ............................................................................ 88 rollups ............................................................................... 162logo "donts" ..................................................................... 36 subsidiaries ...................................................................... 92 dress & headwear ........................................................... 164 mousepad ......................................................................... 166Elements ...................................................... Implementation cd / dvd ............................................................................. 168our typeface ..................................................................... 40 Print ............................................................typography ........................................................................ 42 Appendix ......................................................our colors 1 ....................................................................... 44 letterhead (print format) ............................................... 100our colors 2 ....................................................................... 46 envelope ........................................................................... 102 paper type ........................................................................ 172color combinations 1 ...................................................... 48 business card (one sided) ............................................. 104 how it all comes together .............................................. 174color combinations 2 ..................................................... 50 business card (two sided) ............................................. 106 credits ............................................................................... 176color combinations 3 ..................................................... 52 business card (two languages & subsidiaries) .......... 108 3
  • teva | corporate language | guidelines4
  • Culture & Language 5
  • Teva | Corporate Language | Culture Our way As members of the Teva Group, we are all aware of the importance of effective communications with our clients, our partners and ourselves. I am proud to introduce to you the new Teva Language Guidelines, that have been created by the CorCom Network members all over the world. This special initiative, the base guidelines for all ongoing and future communications and creative materials, translates our values into a bold and coherent graphic language. It incorporates quality, accessibility, simplicity and a One Teva approach, that will present our company consistently and vibrantly across borders and businesses. Enjoy it, Yossi Koren Vice President, Corporate Communications6
  • “This initiative translates our values intoa bold and coherent graphic language.It incorporates quality, accessibility,simplicity and a One Teva approach. “ 7
  • Teva | Corporate Language | Culture Our values Tevas guiding values are the result of extensive research across Teva, as well as in-depth discussions among Tevas Executive Committee. This set of values reflects who we are as a company today, how we do things in Teva, and how our culture will enable us to achieve our goals in the future.8
  • We lead the wayWe are committed to excellenceWe are prepared for change We are accessible We value simplicity We are One Teva 9
  • Teva | Corporate Language | Culture Our messages In order to develop a language that will be simple and coherent, we have transformed Teva’s values into four elements: Quality, Accessibility, Efficiency, and Partnership. We have translated these elements into messages that describe our aspiration towards excellence in everything we do.10
  • Quality Efficiency we make it better we make it happen Accessibility Partnershipwe make it accessible we make it together 11
  • Teva | Corporate Language | Culture Our vision Once you recognize the connection between Quality – our drive and ability to produce the best products possible, and Accessibility – our aspiration to provide better affordable healthcare to people around the world, you will agree that only Teva can combine these two elements to reach our unique vision.12
  • we make better healthcare accessible around the world 13
  • Teva | Corporate Language | Culture Our slogan Having established our mission statement, we can now turn to the world with a message everyone, everywhere can relate to: Whatever we do - we do it so you can... live your life14
  • 15
  • Teva | Corporate Language | Culture Dan Reisinger Our visual legacy Ariel Kotzer In 1985, in keeping with Teva’s aspirations logo that became one of his most to become an international company, recognized works and an inherent part an acute need arose to consolidate the of the company’s culture and personality. entire brand language across all of its entities, giving expression to a strong In approaching Teva’s new visual and solid presence. guidelines, Ariel Kotzer, the new Teva language designer, has taken this logo Eli Hurvitz, then CEO of Teva, turned to and built a language around it that Dan Reisinger, one of Israel’s foremost corresponds to Teva’s ongoing legacy graphic designers. of quality and simplicity. The request sought an identity that would express the two meanings of the word Clean: Sterile - scientific and medical Honest - authentic and transparent Without any significant changes for the past 25 years, Teva has used Reisingers16
  • 17
  • teva | corporate language | guidelines18
  • Logo 19
  • Teva | Corporate Language | Logo Our logo Framing the logo The first step in preparing a new corporate language for Teva begins by placing the historic logo within a square area, thus making it "untouchable" and giving it due presence and respect within any graphic context.20
  • → 21
  • Teva | Corporate Language | Logo Our logo Proportions The logo is placed within this square in a simple set of proportions, so as to create a well balanced composition that aims to allow maximum visibility and presence for the logotype, even when very small.22
  • 7a a 5a a 7a 1cm 1cmMinimum size: 1 cm 23
  • Teva | Corporate Language | Logo Our logo Over white When placed on white, the logo appears on a square Cool Gray area, using color PG1 from the guidelines color palette. See page 47 for color schemes24
  • 25
  • Teva | Corporate Language | Logo Our logo Over color When placed on a colored area, the square around the logotype appears in white.26
  • 27
  • Teva | Corporate Language | Logo Our logo Over images White is also used as a color for the logo square whenever it is placed over images or illustrations.28
  • 29
  • Teva | Corporate Language | Logo Our logo Black and white When using one color, we maintain the logo rules, applying the grayscale values derived from black. See page 47 for color schemes30
  • 31
  • Teva | Corporate Language | Logo Our logo Hebrew Whenever needed, the Hebrew logo will appear alongside the English one.32
  • 33
  • Teva | Corporate Language | Logo Logo "donts" 01. No borders on frame 06. No logo over Teva Green 02. No negatives 07. No color frames other than white or PG1 03. No elements over frame 08. No change in size or position of logo within square 04. No scaling 09. No change in size or position of logo within square 05. No gradients 10. No rotations or shadows34
  • 01 02 03 04 05 ❦06 07 08 09 10 35
  • teva | corporate language | guidelines36
  • Elements 37
  • Teva | Corporate Language | Elements From values To emotions To elements Now that our vision and values have been stated, we need a way to express our values through the components of a graphic design. Weve chosen to express our quality mainly through images, and our efficiency and simplicity by using a simple grid. The font will portray our human expression, and the new color palette will represent our warm and vibrant partnerships.38
  • Quality Efficiency Better Simple Image GridAccessibility Partnership Human Warm Font Colors 39
  • Teva | Corporate Language | Elements | Typeface Our typeface A confident and friendly voice Designed by Erik Spiekermann in 2003, Unit is an extremely versatile font, suitable for use in large headlines and highly legible in bodycopy. Its character is perfectly suited to Tevas voice: modern and affirmative, yet very human and easy going. The fonts opentype capabilities allow for alternative characters as well as specific punctuation marks required for numerous languages. Look within Illustrator or InDesign glyphs for additional characters and ligatures. Refer to Unit_infoguide.pdf for additional features.40
  • Unit thin Unit light Unit boldABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345Unit thin italic Unit light italic Unit bold italicABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345hello Teva Pharmaceutical Industries Ltd. (NASDAQ:TEVA) is a leading global pharmaceutical company, committed to increasing access to high-quality healthcare by developing, producing and marketing affordable generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical ingredients. Headquartered in Israel, Teva is the worlds largest generic drug maker, with a global product portfolio of more than 1,250 molecules and a direct presence in almost 60 countries. 41
  • Teva | Corporate Language | Elements | Typeface Typography Dont use too many sizes or weights at once. Maintain a strong, clear hierarchy between headlines and bodycopy. Use optical kerning for headlines and metric kerning for bodycopy. Use Italic for accentuating words within sentences. Use Unit thin for headlines, Unit light for bodycopy, and Unit bold for headlines and heads within bodycopy. Initials/acronyms will appear in uppercase. Slogans/taglines may appear in lowercase and/or Italic. Refer to Erik Spiekermann’s type_tips.pdf for further information.42
  • Customer Service 43
  • Teva | Corporate Language | Elements | Colors Our colors 1 Teva Pantone Green, black, white and grays Tevas new color scheme maintains the existing color palette and builds upon it. Tevas Pantone Green is used exclusively within the logotype — and nowhere else. Black is used for the logotype in single-color projects and also for typography. PG1 is used exclusively for the logo square when the logo appears over white. Use Process grays unless you are doing a single-color project. Please use the teva_cl_colors.ase swatch to access these colors and implement them in your artwork.44
  • Existing Teva brand colors Pantone Green CVC White Black C:100 M:0 Y:65 K:0 C:0 M:0 Y:0 K:0 C:0 M:0 Y:0 K:100 R:0 G:131 B:86 R:255 G:255 B:255 R:0 G:0 B:0Process grays C:5 M:5 Y:5 K:5 C:10 M:8 Y:10 K:10 C:23 M:16 Y:19 K:24 C:32 M:25 Y:27 K:36 C:51 M:40 Y:38 K:52 R:226 G:223 B:222 R:205 G:205 B:202 R:157 G:160 B:159 R:123 G:125 B:124 R:77 G:81 B:84 Pantone Cool Gray 2 PG1 PG2 PG3 PG4 PG5One color grays 7% black 20% black 40% black 55% black 70% black C:0 M:0 Y:0 K:7 C:0 M:0 Y:0 K:20 C:0 M:0 Y:0 K:40 C:0 M:0 Y:0 K:55 C:0 M:0 Y:0 K:70 R:237 G:237 B:238 R:209 G:211 B:212 R:167 G:169 B:172 R:138 G:140 B:142 R:109 G:111 B:113 K1 K2 K3 K4 K5 45
  • Teva | Corporate Language | Elements | Colors Our colors 2 Teva greens, blues and oranges Expressing Tevas lively and positive attitude, these colors serve to enhance the primary palette. They are used for color coding in the companys entity hierarchy and as color areas for printed and online materials. Please use the teva_cl_colors.ase swatch to access these colors and implement them in your artwork.46
  • Monochromatic greens C:30 M:0 Y:100 K:0 C:45 M:0 Y:100 K:0 C:60 M:0 Y:100 K:0 C:70 M:0 Y:100 K:0 C:90 M:0 Y:100 K:0 R:190 G:215 B:48 R:153 G:202 B:60 R:114 G:191 B:68 R:81 G:184 B:72 R:0 G:171 B:78 Pantone 382 Pantone 375 Pantone 376 Pantone 369 Pantone 355 G1 G2 G3 G4 G5Monochromatic blues C:30 M:0 Y:0 K:0 C:50 M:0 Y:0 K:0 C:50 M:10 Y:0 K:0 C:80 M:30 Y:0 K:0 C:100 M:50 Y:0 K:0 R:170 G:225 B:250 R:109 G:207 B:246 R:117 G:190 B:233 R:0 G:145 B:208 R:0 G:113 B:188 Pantone 291 Pantone 2905 Pantone 284 Pantone 300 Pantone 2945 B1 B2 B3 B4 B5Monochromatic oranges C:0 M:15 Y:100 K:0 C:0 M:25 Y:100 K:0 C:0 M:40 Y:100 K:0 C:0 M:60 Y:100 K:0 C:0 M:80 Y:80 K:0 R:255 G:212 B:0 R:255 G:194 B:14 R:250 G:166 B:26 R:245 G:130 B:32 R:241 G:91 B:64 Pantone 129 Pantone 123 Pantone 136 Pantone Hexachrome Pantone Warm Red Orange C O1 O2 O3 O4 O5 47
  • Teva | Corporate Language | Elements | Colors Color combinations 1 Monochromatic The first form of combination among colors within Tevas color palette is monochromatic. Examples 1 to 3 show a light monochromatic range, 4 to 6 a deep range, and 7 to 9 a contrasting range. Of course, multiple combinations are possible within a given color range, at the designers discretion.48
  • G1 G2 O1 O2 B1 B21 2 3 G4 G5 O3 O4 B3 B44 5 6 G1 G5 O1 O5 B1 B57 8 9 49
  • Teva | Corporate Language | Elements | Colors Color combinations 2 Adjacent and complementary Colors can also be combined across Tevas color palettes, although there are color schemes which work better than others. Here are a few we like: 1 To 3 show oranges and greens of similar depth. 4 To 6 show the same for blues and greens. 7 To 9 show the same for oranges and blues.50
  • O1 G1 O3 G3 O4 G51 2 3 B1 G1 B3 G3 B5 G54 5 6 O1 B1 O3 B3 O4 B57 8 9 51
  • Teva | Corporate Language | Elements | Colors Color combinations 3 Compositions Tevas color palette allows for numerous combinations, but these should be kept simple and relegated to a few basic rules: 1 to 3: Monochromatic schemes work well. 4: Monochromatic grays can be accentuated by an additional single color. 5: This works well for adjacencies and complementary schemes.52
  • G1 G2 O1 B1 B3 G3 O3 O4 B41 2 3 PG2 G1 G2 O1 G2 PG3 O3 O4 B4 O54 5 53
  • Teva | Corporate Language | Elements | Colors Type over color When placing type over color use only black or white. Choose either according to the one that gives you maximum contrast.54
  • 55
  • Teva | Corporate Language | Elements | Images Our Images Real people, healthy living... and us Images will showcase unposed, real people celebrating life. Image color should augment Corporate Language color pallette. Teva lab and factory images accompany these as secondary imagery. see page 6956
  • 57
  • Teva | Corporate Language | Elements | Images Using images In principle, try to keep the number of images per page to a minimum of one. A well chosen photograph in full bleed will have much more presence and resonance than many smaller ones. It will also act as a strong backdrop for typographic content. Place the image first, then use the other elements in your composition according to the areas available within the image.58
  • 59
  • Teva | Corporate Language | Elements | Grid Grid basics Taking its cue from the "logo square", a grid consisting of additional squares is placed around it, at a distance of 5% of the original squares dimensions. This grid serves for constructing Teva entity logos as well as for compositing elements in printed and online materials.60
  • 5%a a 5%a5%a a5%a 61
  • Teva | Corporate Language | Elements | Grid Our grid The grid can be resized according to the dimensions of the work at hand. Once you decide how many squares are appropriate, place the grid so that the squares are flush with the outer edges of your work. The example at right shows the grid that was used in designing these guidelines.62
  • 63
  • Teva | Corporate Language | Elements | Grid Extensions The most basic use of the grid is to extend strips of color adjacent to and in alignment with the logo. These strips are used as backdrops for Teva entity names and definitions, as well as for headlines and product or project titles. Extensions can be used in all four directions, but only one direction at a time.64
  • 65
  • Teva | Corporate Language | Grid Image on grid Simple and flexible Logo will always appear within square frame, with one edge of the frame flush with any given side of the area. Additional information is relegated to colored areas aligned to logo frame.66
  • Managing Multiple Sclerosis 67
  • Teva | Corporate Language | Grid Image on grid Balancing lifestyle and science Company images are used to enhance primary lifestyle images. Those images should express our messages and values as the prime image of the artwork and the secondary visual should reflect the medical aspect.68
  • What is Multiple Sclerosis? Multiple Sclerosis (MS) is a chronic disease of the central nervous system characterized by both inflammation and neurodegeneration, which are both interrelated and independent of each other. In the majority of patients, the disease is of the relapsing-remitting form,Managing Multiple Sclerosis which is manifested by acute attacks (relapses) followed by recovery (remission). This recovery may be incomplete at times, resulting in a disability progression which is measured by the Expanded Disability Status Scale ("EDSS"). 69
  • Teva | Corporate Language | Grid Logo + Slogan When placed alongside the logo, these two elements act as the graphic embodiment of Tevas character and purpose. In that case you may use Italic and lowercase. Refer to file: teva_logo+slogan.indd70
  • 71
  • teva | corporate language | guidelines72
  • Entities 73
  • Teva | Corporate Language | Entities Entities Basics The most common use of the grid is in building extended logos for Tevas many bodies and entities. This is done by stretching an area of color to the right of the logo, which can accommodate the entitys name, and whenever necessary, its definition.74
  • NameNameThe entity definition 75
  • Teva | Corporate Language | Entities Entities Proportions 1 Guidelines for the name x-uppercase height are derived from the logotypes height. Definitions are half the size of the names uppercase size, and should not appear less than 7 pt. in size. Entity names will appear as follows:76
  • Name x-uppercase height = logotypes height Name x-height The entity definition 50% x-height bb b b 77
  • Teva | Corporate Language | Entities Entities Proportions 2 Acting as an extension of the Teva logo, the entity name is placed within its strip at a distance equal to that of the logotype from the edge of its confining square. The strip ends at an equal distance to the right of the entity name.78
  • a Global Quality b b b 79
  • Teva | Corporate Language | Entities Corporate formal definition When it comes to the entity typography proportions, the only exception to the rule is Tevas formal definition. In this case, the x-height is the logotypes white area height.80
  • Pharmaceutical Industries Ltd. x-height = logotypes white area height 81
  • Teva | Corporate Language | Entities Entity names Color coding By combining the strips and colors, we achieve a basic color coding system for Tevas entity subcategories. The colored strip should be equal or longer than Tevas logo. Never shorter than the logos width.82
  • GBP TGS Human Resources Global Branded Products Teva Generics SystemCorporate PG3 Europe B.V. US ItalyGeographical B4 Neuroscience TAPI Sicor Biotech UABBusiness units G4 Exchange Intranet Customer ServiceProjects G2 83
  • Teva | Corporate Language | Entities Subdivisions When an entity has several divisions, as in the sample shown here, they take on the color and name of the parent entity, with name extensions and definitions placed as needed within the given guidelines. Strips adjust their length accordingly.84
  • TAPI TAPI Teva Active Pharmaceutical IngredientsBusiness unit logo + definition TAPI Mexico TAPI Mexico Customer Service+ location + service type TAPI Mexico TAPI Mexico 1-800-8382-8274 Human Resources Customer Service www.tapi.com+ subdivision + additional info 85
  • Teva | Corporate Language | Entities Tags Appended strips can be added according to need to hold additional information, but should maintain the simplistic look. Use complementary color schemes or a contrasting color when you need to make a message stand out. Please do not use more than three strips.86
  • North AmericaTeva Pharmaceuticals www.tevausa.com Nearer toHospitals your patients, Closer to you letsExchange change IT 87
  • Teva | Corporate Language | Entities Partners Partnerships with ad-hoc or onging partners should adhere to the options shown here.88
  • on white on color or image A new partnership 89
  • Teva | Corporate Language | Entities Partners Only when there is a joint event or an ongoing partnership, and when explicitly ordered by Teva management, the partners logo will appear alongside Tevas logo, equal in hierarchy.90
  • Brochure distributed on closing day with ratiopharm 91
  • Teva | Corporate Language | Entities Subsidiaries Independent brands within Teva like IVAX will appear as shown in this sample. Independent entities whose name includes "Teva", like Teva Neuroscience will appear as seen opposite. Please send your designs for approval by CorCom studio.92
  • Argentina S.A.Logo and affiliation to Tevas group Group Member NeuroscienceLogo Neuroscience Teva Neuroscience Ltd.Logo and definition Dr. James Jones. Medical Director Neuroscience Tel. 1-816-123-4567 | Fax. 1-816-123-4567 james.jones@tevaneuro.com www.tevapharm.com | www.tevaneuroscience.comEmail signature 93
  • Teva | Corporate Language | Entities Subsidiaries Subsidiaries such as PLIVA or ratiopharm, which act as independent entities or brands, will add the "Teva Group Member" logo as a footnote on their communication tools subject to the business unit or country managers decision. Refer to teva group member files94
  • 95
  • teva | corporate language | guidelines Implementation96
  • Print 97
  • Teva | Corporate Language | Implementation | Print Letterhead Print format 1. Text UnitOT Light 11pt. Black Based on a 9 across grid, the letterhead, Character along with the additional stationery items, Metrics acts as the foremost ambassador for Tevas Corporate Language. 2. Title The size, weight and placement of the text UnitOT Bold 11pt. Black makes the document easy to read, human and assertive in voice. 3. Footer 1.2cm from the bottom Use the attached template and place your Entity name: UnitOT Bold 8pt. entity logo and address lines according to More details: UnitOT Thin 8pt. the grid shown here. Color: Black Refer to file: teva_A4_letterhead.indd or teva_USA_letterhead.indd98
  • Human Resources Human Resources June 4, 2010 June 4, 2010 Dear John, Dear John, Enclosed please find a catalog presenting the wide range of generic medicines manufactured under the Enclosed please find a catalog presenting the wide range of generic medicines manufactured under the1 Teva label. All of our products are produced according to the highest quality standards at plants worldwide that have both FDA and European approval. You will find that our commitment to excellence and quality is Teva label. All of our products are produced according to the highest quality standards at plants worldwide that have both FDA and European approval. You will find that our commitment to excellence and quality is manifested in every step of our product life cycle, as well as in the outstanding service we offer. Please find manifested in every step of our product life cycle, as well as in the outstanding service we offer. Please find below additional information about our company and about the project we would like more information below additional information about our company and about the project we would like more information about from you. about from you.2 1. General Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to increasing 1. General Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to increasing access to high-quality healthcare by developing, producing and marketing affordable generic drugs as access to high-quality healthcare by developing, producing and marketing affordable generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical ingredients. Headquartered well as innovative and specialty pharmaceuticals and active pharmaceutical ingredients. Headquartered in Israel, Teva is the worlds largest generic drug maker, with a global product portfolio of more than in Israel, Teva is the worlds largest generic drug maker, with a global product portfolio of more than 1,250 molecules and a direct presence in approximately 60 countries. Tevas branded businesses focus 1,250 molecules and a direct presence in approximately 60 countries. Tevas branded businesses focus on neurological, respiratory and womens health therapeutic areas as well as biologics. Tevas leading on neurological, respiratory and womens health therapeutic areas as well as biologics. Tevas leading innovative product, Copaxone®, is the number one prescribed treatment for multiple sclerosis. Teva innovative product, Copaxone®, is the number one prescribed treatment for multiple sclerosis. Teva employs approximately 40,000 people around the world and reached $13.9 billion in net sales in 2009. employs approximately 40,000 people around the world and reached $13.9 billion in net sales in 2009. 2. Teva website project 2. Teva website project The Teva website must reflect our organization’s values and vision as well as the key messages that The Teva website must reflect our organization’s values and vision as well as the key messages that communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a leading communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a leading pharmaceutical company, and a channel through which we communicate with stakeholders in a wide pharmaceutical company, and a channel through which we communicate with stakeholders in a wide range of areas, including the pharma industry, business realm, corporate social responsibility, customers, range of areas, including the pharma industry, business realm, corporate social responsibility, customers, patients and employees. patients and employees. Thank you, Thank you, Teva Corporate Communications Team Teva Corporate Communications Team3 Teva Human Resources 5 Basel St., Petach Tikva, Israel | Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com Teva Human Resources 5 Basel St., Petach Tikva, Israel | Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com 99
  • Teva | Corporate Language | Implementation | Print Envelope The two version envelope, is based 1. Entity name on a 5 up grid. UnitOT Bold 8pt. Black Use the attached template and place your 2. More details entity logo and address lines according to the grid shown here. UnitOT Thin 8pt. Black Character Refer to file: teva_envelope.indd Metrics or teva_USA_envelope.indd100
  • USA option Teva Pharmaceutical Industries Ltd. 5 Basel St., Petach Tikva, Israel Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com Teva Pharmaceutical Industries Ltd. 5 Basel St., Petach Tikva, Israel Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com 1 Teva Pharmaceutical Industries Ltd. 5 Basel St., Petach Tikva, Israel Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com 2 101
  • Teva | Corporate Language | Implementation | Print Business card One sided 1. Name UnitOT Bold 8pt. Black The grid is fitted to the dimentions of the given work. Use this business card when 2. Title and department name all the information fits on one side of the Entity name business card. More details Refer to file: teva_business card_one sided.indd UnitOT Light 8pt. Black Character Metrics102
  • 1 Dan Barak Dan Barak Senior Director, Legal Department Senior Director, Legal Department Teva Neuroscience Teva Neuroscience Tel. 972.3.9999999 Fax. 972.3.9999999 Tel. 972.3.9999999 Fax. 972.3.9999999 5 Basel St., Petach Tikva, Israel 5 Basel St., Petach Tikva, Israel dan.barak@teva.co.il dan.barak@teva.co.il www.tevapharm.com www.tevapharm.com2 103
  • Teva | Corporate Language | Implementation | Print Business card Two sided Front 1. Name When the amount of text is too large to fit UnitOT Bold 8pt. Black on one side or if you want to add the slogan to one side of the businesscard, use this 2. Title and department name format. More details Refer to file: teva_business card_two sided.indd UnitOT Light 8pt. Black or teva_business card_slogan.indd Character Metrics Back 1. Entity name UnitOT Bold 8pt. Black 2. More details UnitOT Light 8pt. Black Character Metrics104
  • 1 Dan Barak Dan Barak Senior Director, Legal Department Senior Director, Legal Department Tel. 972.3.9999999 Cel.972.54.8888888 Tel. 972.3.9999999 Cel.972.54.8888888 dan.barak@teva.co.il dan.barak@teva.co.il2 Front1 Teva Neuroscience Teva Neuroscience 5 Basel St., Petach Tikva, Israel 5 Basel St., Petach Tikva, Israel Fax. 972.3.9267862 Fax. 972.3.9267862 www.tevapharm.com www.tevapharm.com2 Back Dan Barak Corporate Communications Teva Pharmaceutical Industries Ltd. Tel. 972.3.9999999 Cel. 972.54.8888888 dan.barak@teva.co.il Front Back 105
  • Teva | Corporate Language | Implementation | Print Business card Two languages 1. Name UnitOT Bold 8pt. Black Another good reason for using a two sided business card is when the card calls for 2. Title and department name the use of two languages. Entity name More details Refer to file: teva_business card_two languages.indd UnitOT Light 8pt. Black Character Subsidiaries Metrics Two options for subsidiaries, one sided and two sided.106
  • Dan Barak ‫דן ברק‬ ‫יועץ בכיר, מחלקה משפטית‬ Senior Director, Legal Department ‫טבע תעשיות פרמצבטיות בע"מ‬ Teva Pharmaceutical Industries Ltd. 054 8888888 ‫טל. 9999999 30 נייד‬ Tel. 972.3.9999999 Cel.972.54.8888888 49131 ‫רח בזל 5, פתח תקוה‬ dan.barak@teva.co.il dan.barak@teva.co.ilPharmachemie - one sided Milan Vujinovic Vodja skupnih služb Pliva Ljubljana d.o.o. Pot k sejmišcu 35, 1231 Ljubljana, Slovenija T: 01 5890 355, F: 01 5890 399 M: 031 574 639 E: milan.vujinovic@tevasi.si, www.tevasi.si Group MemberPliva Slovenia - two sided 107
  • Teva | Corporate Language | Implementation | Print Folders Cover A folder is an effective tool to reveal and express your business units values and messages. You can use color areas or images, and use logo+slogan in many creative ways.108
  • ResultsCorporate LanguageGraphic Guidelines First Quarter People 2010 109
  • Teva | Corporate Language | Implementation | Print Folders Inside The inside part of the folder should obviously extend the look and feel of the cover, using the same language. Please use only rectangular lines and refrain from using rounded corners in die cuts.110
  • Cor pora te C om mu nic atio ns5B s tion aTel. sel St .,w w 97 2.3 Petac a nic w.t .99 h T eva 99 ik v mu pha 999 a, Is rm.c | rae o m Fa x . l om te C 97 2 .3 .99 ora 999 99 p Cor s deline c Gui phi Gra 111
  • Teva | Corporate Language | Implementation | Print Brochures After choosing the format for your artwork, place a grid according to your need. Place headlines, bleed images, illustrations, color areas and bodycopy according to the grid.112
  • a new future "Desire and passion are the key to our success; the connection between people The combination of ratiopharm and teva and a vision is what sets us apart." strengthens and enhances our global and Benny Klener, VP Pharma Operations Israel & european market leadership position, Global Portfolio Strategy Teva Generics System, Israel to customers on a global scale, and brings "The rapid growth in teva changes not together an outstanding team of employees only your job itself, but also your vision and managers. for your own career, and where you see it going." You are now part of our worldwide team Ruud Smit, Director of R&D Teva Pharmachemie, The Netherlands themselves, action oriented, creative, growing fast receive to grow and face new challenges gives us the feeling that we can do assertive and challenging, yet also humble in the knowledge that they will be Teva is the leading global generic pharmaceutical company anything." surrounded by outstanding colleagues and among the top 15 pharmaceutical companies in the world. Angela Murphy, Quality Assurance (QA) Manager, in the service ultimately of millions of The company develops, manufactures and markets generic and branded pharmaceuticals as well as active Solid Dose Production Teva Pharmaceuticals Ireland patients. pharmaceutical ingredients, now with approximately 40,000 employees worldwide. "In teva, you can actually see what Teva welcomes ratiopharm into our growing together organization." Dave Rekenthaler, Director, National Accounts, Teva Sales Teva Pharmaceuticals USA global family, a company you can be proud to work in, and where you can continue to grow with the best As part of teva, you have joined the industry leader with a long record of global success and a strong emphasis on developing our employees. A dynamic and empowered working environment brings out the best in our people with continuous opportunities for personal and professional growth alongside the the companys growth. We take pride in working by the highest industry standards, with ongoing investment in new technologies, processes and products. the our vision teva’s guiding values we make quality healthcare accessible around the world We set the pace and strive to excel in everything we do. Being open and available increases the shared knowledge and learning we lead the way every action or response. we don’t just say it, we do it. we are accessible in teva, and helps us understand the market needs in order to make Discover a world of growing opportunities we are committed Quality and safety are our number one priority. We are committed to the well-being of our employees, customers, community and we value simplicity In a fast-moving, complex organization like teva, simplicity is the key to success. To keep up to speed we must remain lean, agile and never to excellence environment. We act with integrity, ethical conduct and the highest standards of service. lose touch with the people we serve. we are prepared Change is a natural and constant part of our business environment. We initiate and respond to change as an opportunity for greater we are One Teva Each of our individual actions contribute to teva’s success overall, and together, our combined activities across the globe are making a real for change advantage distribution operations in close to 60 countries across the globe.Closing day Teva-ratiopharm integration brochure 113
  • Teva | Corporate Language | Implementation | Print Posters Use colored areas or images as backgrounds. Typography can also act as an image.114
  • Customer ServicePoster designed for TAPI Customer Service values 115
  • teva | corporate language | guidelines Implementation116
  • Online 117
  • Teva | Corporate Language | Implementation | Online Website After analyzing Teva’s unique This concept has been developed and characteristics, we have chosen to “translated” into web language; the focus the User Interface on Teva’s “Bridging Duality” theme runs through varied target audiences: pharma industry, every page of the site, telling Teva’s story. business realm, social responsibility, government affair issues, internal communications and our customers and consumers. Our messages will elaborate on our extraordinary ability to thrive in an environment of "Complementary Dualities": Quality - Accessibility Innovation - Tradition Humanity - Human Excellence - Togetherness Creativity - Simplicity Success - Care118
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  • Teva | Corporate Language | Implementation | Online Presentation One of the main tools for disseminating information within the corporate structure and outside is the PowerPoint format. As part of the Corporate Language rehaul, a coherent and comprehensive presentation has been devised to help all of Tevas employees, across the globe and on all levels, in presenting clear and convincing arguments in a captivating manner. Please assist Teva employees in your department to design their presentations according to Tevas Corporate Language. Refer to file: teva_ppt template.ppt which contains built-in guidelines and recommendations.120
  • 121
  • Teva | Corporate Language | Implementation | Online Presentation Graphs and diagrams that are imported from an Excel file, have very limited color and design options. Once you use them, you will need to match the colors available in your current Microsoft Office with our language color pallette. Note: Arial font should be used in all presentations delivered to Teva worldwide.122
  • 123
  • Teva | Corporate Language | Implementation | Online Letterhead Word format 1. Text Arial Regular 10pt. Black Since much of the written communication Character will be done through Word documents Metrics sent online, we have designed a Word template for the letterhead, which can be 2. Title read on the computer or printed out on Arial Bold 10pt. Black standard office printers. 3. Footer The design follows the print letterhead 1.2cm from the bottom design but makes sure the logo will not be Entity name: Arial Bold 8pt. cut off by the printers inability to print all Adress: Arial Regular 8pt. the way to the edge of the paper. Color: Black Refer to file: word letterhead template.doc124
  • Human Resources Human Resources June 4. 2010 June 4. 2010 Dear John, Dear John, Enclosed please find a catalog presenting the wide range of generic medicines manufactured Enclosed please find a catalog presenting the wide range of generic medicines manufactured1 under the Teva label. All of our products are produced according to the highest quality standards at plants worldwide that have both FDA and European approval. You will find that our commitment under the Teva label. All of our products are produced according to the highest quality standards at plants worldwide that have both FDA and European approval. You will find that our commitment to excellence and quality is manifested in every step of our product life cycle, as well as in the to excellence and quality is manifested in every step of our product life cycle, as well as in the outstanding service we offer. Please find below additional information about our company and about outstanding service we offer. Please find below additional information about our company and about the project we would like more information about from you. the project we would like more information about from you.2 1. General Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to 1. General Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to increasing access to high-quality healthcare by developing, producing and marketing affordable increasing access to high-quality healthcare by developing, producing and marketing affordable generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical ingredients. Headquartered in Israel, Teva is the worlds largest generic drug maker, with a global ingredients. Headquartered in Israel, Teva is the worlds largest generic drug maker, with a global product portfolio of more than 1,250 molecules and a direct presence in approximately 60 countries. product portfolio of more than 1,250 molecules and a direct presence in approximately 60 countries. Tevas branded businesses focus on neurological, respiratory and womens health therapeutic areas Tevas branded businesses focus on neurological, respiratory and womens health therapeutic areas as well as biologics. Tevas leading innovative product, Copaxone®, is the number one prescribed as well as biologics. Tevas leading innovative product, Copaxone®, is the number one prescribed treatment for multiple sclerosis. Teva employs approximately 40,000 people around the world and treatment for multiple sclerosis. Teva employs approximately 40,000 people around the world and reached $13.9 billion in net sales in 2009. reached $13.9 billion in net sales in 2009. 2. Teva website project 2. Teva website project The Teva website must reflect our organization’s values and vision as well as the key messages that The Teva website must reflect our organization’s values and vision as well as the key messages that communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a leading pharmaceutical company, and a channel through which we communicate with stakeholders leading pharmaceutical company, and a channel through which we communicate with stakeholders in a wide range of areas, including the pharma industry, business realm, corporate social in a wide range of areas, including the pharma industry, business realm, corporate social responsibility, customers, patients and employees. responsibility, customers, patients and employees. Thank you, Thank you, Teva Corporate Communications Team Teva Corporate Communications Team3 Teva Human Resources 5 Basel St., Petach Tikva, Israel | Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com Teva Human Resources 5 Basel St., Petach Tikva, Israel | Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com 125
  • Teva | Corporate Language | Implementation | Online Email signature Using the basic logo and strip format, an e-signature has been devised to allow maximum legibility while taking up minimum space on the email document. Enclosed is a PowerPoint one-page file, offering you a short and a long version signature, where you may insert your details, save as a picture and import to your Outlook signature. Consult your IT team for the implementation of the email signature into your Outlook. Refer to file: emailsignature_short.ppt or emailsignature_long.ppt126
  • Bill JohnsWebsite CharacterizationDear Bill,Regarding the re-design, do you have certain guidelines you could send to meand I will send you a template for approval?Would it be better to meet with someone in your department?Thank you,John Bill Johns John Rogers. Head of Communications Cell. +972.54.8888888 Tel. +972.3.9999999 www.tevapharm.com Website Characterization Dear Bill, Regarding the re-design, do you have certain guidelines you could send to me and I will send you a template for approval? Would it be better to meet with someone in your department? Thank you, John John Rogers. Head of CommunicationsBill Johns TAPI Cell. +972.54.8888888 Tel. +972.3.9999999 www.tapi.comWebsite CharacterizationDear Bill,Regarding the re-design, do you have certain guidelines you could send to meand I will send you a template for approval?Would it be better to meet with someone in your department?Thank you,John Dr. Roberto Garcia. Director Medico Tel. (54) 11 123-4567 | Fax. (54) 11 123-4568 Cel. 99878-2686 roberto.garcia@ivax.com.ar www.tevapharm.com | www.ivax.com.ar Group Member 127
  • teva | corporate language | guidelines Implementation128
  • Environment 129
  • Teva | Corporate Language | Implementation | Environment Interior Signage Entrance/Elevator sign When a building contains more than one entity, it will be named according to the building name or address. Main lobby signage needs to denote the departments quickly and clearly. Floors are arranged according to physical order, upper floors on top.130
  • 16 Basel St. 3 Global Pharmacovigilance TAPI Purchasing & Global Real Estate 2 Corporate Patent Dept. Global Product Development Strategic Business Planning R&D Initiative HR Israel Global Real Estate Unit 1 Global Products Division 131
  • Teva | Corporate Language | Implementation | Environment Interior Signage Entrance/Elevator sign Headings for signs in buildings which house a unique entity will denote the entitiy’s name.132
  • Pharmaceutical Industries Ltd. 3 Global Pharmacovigilance TAPI Purchasing & Global Real Estate 2 Corporate Patent Dept. Global Product Development Strategic Business Planning R&D Initiative HR Israel Global Real Estate Unit 1 Global Products Division 133
  • Teva | Corporate Language | Implementation | Environment Interior Signage Entrance/Elevator sign If the entity logo has a color (refer to entity color guidelines, pages 45,47), that color will be used on the signs.134
  • UKTeva UK Limited 3 Global Pharmacovigilance TAPI Purchasing & Global Real Estate 2 Corporate Patent Dept. Global Product Development Strategic Business Planning R&D Initiative HR Israel Global Real Estate Unit 1 Global Products Division 135
  • Teva | Corporate Language | Implementation | Environment Interior Signage Floor directional sign When coming out of the elevator or reaching an intersection on a given floor, this kind of sign is appropriate. Please note: conference rooms are separated by a full line from departments, their names appearing in unit bold. This allows for quicker orientation for guests.136
  • 2 Global Pharmacovigilance TAPI Purchasing & Global Real Estate Opal Conference Room Pnina Conference Room Corporate Patent Dept. Global Product Development Strategic Business Planning R&D Initiative HR Israel Global Real Estate Unit Tarshish Conference Room 137
  • Teva | Corporate Language | Implementation | Environment Interior Signage Junction directional sign In some cases, as in corners, it is best to separate these signs into two specific directions.138
  • Corporate Patent Dept. Global PharmacovigilanceGlobal Product Development TAPIStrategic Business Planning Purchasing & Global Real EstateR&D InitiativeHR Israel Opal Conference RoomGlobal Real Estate Unit Pnina Conference RoomTarshish Conference Room 139
  • Teva | Corporate Language | Implementation | Environment Interior Signage Department signs Departmental signs maintain the basic guidelines layout for entities, making for an ease of legibility and quick recognition. Colors should be kept within the gray scheme.140
  • Finance DivisionPurchasing & Global Real EstateFinance DivisionTravel DepartmentPurchasing & Global Real Estate 141
  • Teva | Corporate Language | Implementation | Environment Interior Signage Department signs Another option for a subdepartment is to add an additional, separate square or rectangle. Option with color. The option should be applied to all units within a department/floor.142
  • Legal Department GlobalLegal Department Patent Group GlobalLegal Department Patent Group 143
  • Teva | Corporate Language | Implementation | Environment Interior Signage Room signs Room signs denote the room number and the occupants name. Again, this is done within the confines of the corporate language, with titles appearing half the size of the bearers name. The name will appear in Unit bold.144
  • 2013 2013 2012 Suzanne van Dijk James Johns Rachel James Johns Marketing Director SmithOne person One person + Title Two persons 145
  • Teva | Corporate Language | Implementation | Environment Interior Signage Conference room signs Conference room signage should be kept to a minimum of required information: room number and name. The icon tells us this a conference room.146
  • 1234 Pnina1234Pnina 147
  • Teva | Corporate Language | Implementation | Environment Interior Signage Icon room signs (various options) Icons are also used to denote additional public spaces, and can be juxtapositioned with arrows to create directional signs. Please refer to signage codes in your country for specific rules and regulations when designing these kind of signs.148
  • 1234 12351235 Exit 149
  • Teva | Corporate Language | Implementation | Environment Interior Signage Icons are taken from font Netto Office icons. Additional icons (i.e. meeting room) have been designed accordingly. These can be used for standalone signage (closets etc.) as well as room and directional signage. If you are designing a new icon, please make sure to send it to the corcom studio for approval.150
  • Entrance Exit PCafeteria / Meeting room ParkingKitchenetteToilets Mens room Womens room Disabled readyFire extinguisher Fire escape 151
  • Teva | Corporate Language | Implementation | Environment Signage Exterior Like the rest of the Corporate Language, Tevas signage design strives for strong impact while maintaining a simplicity of elements allowing for fast, coherent legibility. The grid is used to allow each piece of information to be read in turn. Arrows in different formats can be accessed within the opentype glyphs for our font, Unit.152
  • Basel st. → → ‫רח בזל‬ 153
  • Teva | Corporate Language | Implementation | Environment Signage Private & commercial vehicles For private cars, use the logo on its own. Commercial vans can be fitted with larger logo decals, incorporating our slogan where appropriate.154
  • 155
  • Teva | Corporate Language | Implementation | Environment Flags Teva flags will be designed and manufactured in two formats horizontal and vertical using G4 green. For regional flags you may use B5 blue.156
  • Teva flag Regional flag 157
  • Teva | Corporate Language | Implementation | Environment Media back Media backs are backdrops used behind the table at news conferences. Logos are placed in a staggered grid, to make sure they are seen, no matter what angle the photographer shoots the speaker from.158
  • 159
  • Teva | Corporate Language | Implementation | Environment Rollups Rollups should be treated as large stickers. Use as few elements as possible. Make sure to make them large enough to be seen from a distance, especially text.160
  • ResultsQ2 Second Quarter 2010Q2 2010 results rollup Exchange shift to Outlook project rollup 161
  • Teva | Corporate Language | Implementation | Environment Dress & Headwear Tevas Corporate Language applies itself naturally to wearable items. Whether printing or stitching graphics on to material, make sure the colors comply with the guidelines palette. Place graphics in a clearly visible area on the item, either front or side. One appearance per item is sufficient.162
  • Exchange shift to Outlook project dress and headwear 163
  • Teva | Corporate Language | Implementation | Environment Mousepad Like many other items, this is a perfect opportunity to flaunt our messages. Note the precise placement of the logo in relation to the typography.164
  • 165
  • Teva | Corporate Language | Implementation | Environment CD/DVD Here is a good example of how colored areas can be implemented as visual elements, without the need for additional images or illustrations.166
  • Corporate LanguageGraphic Guidelines Corporate Language Graphic Guidelines 167
  • teva | corporate language | guidelines168
  • Appendix 169
  • Teva | Corporate Language | Appendix Paper type Use matte papers with a warm feel in different weights. Matte laminations over chrome paper are also recommended.170
  • 165171
  • Teva | Corporate Language | Appendix How it all comes together These guidelines have been put together with the intent to be simple enough to implement intuitively, yet flexible enough to allow designers, across the world, to experiment and stretch the Corporate Language in distinct and creative directions. We believe that, implemented correctly, you will enrich Teva’s visual presence everywhere and help give it a diverse, unified voice. You are invited to consult with our Corporate Communications studio: corcom.studio@teva.co.il172
  • 167173
  • Ariel Kotzer. Creative and Design Direction Ziva van Dijk. Studio Manager CorCom Racheli Levi. Design and Production Shir Altay. Corporate Communications Manager 2010 Corporate Communication Maya Bartal. Corporate Communications Assistant version 01 Yossi Koren. VP Corporate Communications174