2. BRAND BOOK
Guidelines XX
®
SUPERIOR Y SU EXPRESIÓN
Brand guidelines
For internal use only. Do not distribute.
BRAND GUIDELINES, SENSORY CODES, BRAND BOOKS AND LICENSING GUIDES ARE MADE TO ABIDE TO
THE COMMANDMENTS OF THE BRANDS. ALL THE BRANDS WE LOVE AND WANT TO EMPOWER.
THEY ARE THE GUIDELINES FOR THE OTHER HANDS THAT WANT TO CREATE WITH THE BRAND..
TREASURES WHEN GIVEN PERSONAL VALUE.
THESE ARE THE GUIDELINES, TREASURES TO BE DISCOVERED HERE.
X
3. BRAND GUIDELINES
For internal use only. Do not distribute.
TO ACHIEVE THEIR VISIONARY AIM, WITH THREE STRATEGIC IMPERATIVES:
OWN, GROW AND EXPAND.
X
4. LEVERAGING
OUR PORTFOLIO
By ensuring a consistent, strong and unifying identity across
our brands and services, we begin to assume a premium place
in our customers’ and consumers’ minds. If everything is infused
with an identity that resonates with our audiences, the business
potential and cohesion is greatly improved.
Our Galderma A&C identity will particularly help us when we
need to communicate without using our product brands.
Additionally, we will have a strong market position for our new
products in development; they will easily be able to integrate
into the family with shared branding elements.
HARMONYALLIANCE
One vision
Strategic imperatives
Leveraging our
portfolio
Meeting customer &
consumer needs
Creative strategy
Brand values &
behaviours
Creative expression
Key messages
GALDERMA A&C PORTFOLIO
STYLE GUIDELINES
GRAPHIC ELEMENTS
Cross device Transparent band
Tone-of-voice
Graphic elements
Logos
Typography
Tagline
Colour
Images
Application
Copyright and legal
The transparent band device is used to
contain the headlines on front covers of all
launch materials. It is also used as an overlay
on spreads with full page images.
The band is always used in combination with
the cross and lines device as shown and
should always contain either a headline or a
logo.
• The device uses a band that varies from
60-80% in transparency dependent on the
section of mural it covers and is at the
discretion of the designer as its value.
• The baseline of the device should align with
the top of the ascending line in the cross
and line lock-up on front covers, and should
align with the horizontal line of the lock-up
on spread pages as shown
• When used on front covers, the band
should adhere to the clearance zone around
the logo and not encroach on this space
(see Logos section)
• The band should always bleed off the page
With the breadth of innovative products in our portfolio,
together we can deliver small changes to the way your patients
look that can make a big difference to the way they feel.
Restylane Medical devices CE0344. Emervel Medical devices CE0459.
Summary of Product Characteristics for Azzalure and Pliaglis are available on request
at Galderma. Restylane, Emervel, Azzalure and Pliaglis are registered trademarks
MEDICAL
EDUCATION
PROGRAMMES
A4 Advert
Used to display Galderma logo on front
cover and in conjunction with logo lock-up
Logo
Aligned with top of vertical line
and the horizontal line of the
cross and line lock-up device
Positioning
Positioned at top of vertical
line of cross and line lock-up
device
Positioning
Transparent band should only
appear on page dividers that
contain A&C images
TYPOGRAPHY
The bold typeface represents the strength
and straightforward nature of Galderma
and enforces the certainty of Positive
Transformation, with split-level wording
helps to demonstrate the building blocks of
transformation. Galderma stands out from
the crowd as a company that is not afraid to
be different or hide behind convention.
When using the bold typeface, the plus
symbol should only appear within As or Es
or within Fs in a last instance. No more than
3 should appear in one headline.
Split-level wording should be used to make
the type as large as possible but retain
maximum legibility of the word.
STYLE GUIDELINES
Headlines Print Digital
Tone-of-voice
Graphic elements
Logos
Typography
Tagline
Colour
Images
Application
Copyright and legal
COLOUR
STYLE GUIDELINES
PRIMARY COLOURS
PMS: 1807C Pantone+ 1807 CP
C: 10
M: 93
Y: 71
K: 33
R: 161
G: 36
B: 45
HEX: #A1242D
Tone-of-voice
Graphic elements
Logos
Typography
Tagline
Colour
Images
Application
Copyright and legal
The use of rich, deep, vibrant colour reflects
the positive feeling of treatment and is an
expression of Galderma A&C’s energetic
and premium personality. It should be used
to colour the cross hair graphic element
and for highlighting text in both print and
digital.
STYLE GUIDELINES
IMAGE TO BE
FINALISED
IMAGES
Tone-of-voice
Graphic elements
Logos
Typography
Tagline
Colour
Images
Application
Copyright and legal
General Harmony Alliance
These images of patients can appear on the
insides of printed and digital materials
alongside Harmony messaging and/or logo.
They should not appear on the front of
materials or in printed advertisements.
Offer quality choices for all
The group of women reflect the range of
patients who could benefit from the
Galderma aesthetics portfolio -
demonstrating that our broad range is built
on quality and innovation.
Enable facial balance
The close up photography reflects how the
portfolio can offer an advanced,
complementary and affordable injection
strategy for facial harmony.
Transform emotions
The other woman is a depiction of positive
emotions - how small changes to the outside
can positively transform how patients feel on
the inside
Offer quality
choices for all
Enable facial balance
Transform emotions
MEETING CUSTOMER AND
CONSUMER NEEDS
Stronger, more unified Galderma A&C branding acts as a
distinctive wrapper and compelling message that helps us
connect with our customers on an emotional level far more
effectively than our competitors today. This is because they
recognise the positive effects that treatments have on their
consumers and patients.1
In turn, we must help them grow their
business.
Business growth can be achieved with existing and potential
consumers/patients by forging a stronger connection between us,
them and our customers. We can do this by ensuring consumers
feel empowered by our communications to make themselves look
and feel great. As well as communicating the important
relationship between outer appearance and inner wellbeing, we
simultaneously position ourselves through branding as a premium
company with the best products to enact this positive change.
CUSTOMERS (SHORT-TERM) CONSUMERS AND PATIENTS (MID-TERM)
One vision
Strategic imperatives
Leveraging our
portfolio
Meeting customer &
consumer needs
Creative strategy
Brand values &
behaviours
Creative expression
Key messages
1. Internal market research, ‘HA Filler brand assessment, quantitative results’, March 2012
GALDERMA A&C PORTFOLIO
Example inside double page spread
Using Enable Facial Balance image with appropriate
copy and key messaging
STYLE GUIDELINES
APPLICATION
Print Experiential Digital
Tone-of-voice
Graphic elements
Logos
Typography
Tagline
Colour
Images
Application
Copyright and legal
In an inside spread, a single image can only
be used to illustrate key messages. Single
images should never be used on the front
cover of materials.
Images should only appear alongside
relevant copy, see Images section for more
information.
HARMONY*:
AN ADVANCED,
COMPLEMENTARY
AND AFFORDABLE
INJECTION STRATEGY
With the holistic Harmony* approach to facial treatments,
backed by a range of products designed for every purpose,
practitioners can positively transform the whole facial result
for their patients.
Restylane and
Emervel fillers
Restylane skincare
Restylane
Skinboosters
Azzalure
Glabellar lines
*Coming soon. Launch in September 2013.
For internal use only. Do not distribute.
Under final regulatory approval.
Tear trough
Earlobes
Nose augmentation
Cheek augmentation
Nasolabial folds
Oral commissures
Marionette lines
Lip enhancement
Jawline augmentation
Chin augmentation
Forehead area
Periorbital area
Face rejuvenation
Acne scars
Perioral areas
Lip rejuvenation
Neck area
Décolletage
Hands
Forehead area
Combine with
all treatments
Glabellar lines
Eyebrow
Periorbital lines
KEY MESSAGES
Small changes to practice can
make a big difference to results
A range built on quality and innovation
An advanced, complementary and
affordable injection strategy
Small changes to the outside can
transform how they feel on the inside
One vision
Strategic imperatives
Leveraging our
portfolio
Meeting customer &
consumer needs
Creative strategy
Brand values &
behaviours
Creative expression
Key messages
GALDERMA A&C PORTFOLIO
EN BLE
FACIAL
B L
ANCE
OFF R
QUALITY
CHOICES
FOR LL
These key messages underpin the
essence of the Power of Positive
Transformation, and how it has enhanced
they way we communicate the overall
product portfolio, Alliance and Harmony.
STYL
GUIDELINES
Tone-of-voice
Graphic elements
Logos
Typography
Tagline
Colour
Images
Application
Copyright and legal
^
NEXT
5. brand
strategy
2013
estrategia de marca
1. Competitive landscape
¡Empecemos por mis competidores!
2. Brand opportunity
¡La oportunidad de crunchear!
3. Communication task
Soy ideal para los chavos
4. Target Audience
¡Crunch® es cool!
5. Insight
Cruncheando en buen plan
6. Brand Proposition
¡Esto es lo que buscamos!
7. Ownable brand idea
¡Soy como tú!
8. Key performance indicators
#
#
#
#
#
#
#
STRATEGY TO KEEP THE CRUNCH GOING AMONG OUR
MILLENIUM GENERATION CRUNCHERS.
X
6. brand
strategy
2013
¡Empecemos
pormis
competidores!
chocolates
galletas, refrescos
#
Mi competencia no sólo incluye
marcas de la categoría de chocolates,
sino también de otras categorías
como galletas, helados, refrescos,
botanas saladas, etc., ya que son
opciones indulgentes que satisfacen
el antojo de los adolescentes.
botanas saladas
indulgentes
Snickers® es mi competidor más fuerte,
ha tenido una comunicación consistente
y congruente, basada en un beneficio
funcional (hambre) por más de 6 años.
Por el contrario, yo establezco
un beneficio emocional con los
consumidores, gracias a una
comunicación de dos vías en
todos los puntos de contacto.
Regresamos a tener comunicación
en medios masivos en 2012.
competitivelandscape
helados
brand
strategy
2013
2
laoportunidad’
decrunchear Soyidealpara
loschavos
yo quiero
me encanta
para mi
love it
Convencer a los adolescentes que Crunch®
es la mejor opción, ya que la marca vive, piensa
y se comporta como ellos.
#
Generar mayor consideración de marca para
convertirme en el chocolate favorito de los adolescentes.
brandopportunity
communicationtask
#
X X
7. ®
¡crunch® es cool!
!
brand
strategy
2013
target audience
insight
##
brand
preposition
Esto es
lo que
buscamos
I. Brand essence.
Mi consumidor típico
es el adolescente entre
17 y 18 años (ambos sexos),
con un perfil actitudinal
definido como “cool”.
Es muy sociable y
es considerado
el líder de su grupo.
“Me gusta romper las reglas, pero no hay necesidad de ser abusivo”.
La irreverente y
liberadora mordida
de chocolate.
II. Functional benefit
IV. Reason to believe
(including 60/40+)
La sensación de
un chocolate
crujiente y
ruidoso.
La combinación ideal entre
chocolate con leche y
arroz crujiente
V. Brand personality
Irreverente, entretenida
e inesperada.
III. Emotional benefit
La libertad de expresión.
OWNABLE BRAND IDEA
KEYPERFORMANCE
indicators
La voz liberadora que grita mi punto.
CONSIDERACIÓN 23%
¡soy como tu !
ú!
cruncheandoenbuenplan
consume
why
i do it
who
am i
what
i do
when
and
where
shop engage
target
consumer product personality benefit
Mi consumidor típico es el
adolescente entre 17 y 18 años
(50% hombres y 50% mujeres),
con un perfil actitudinal
definido como “cool”. Es muy
sociable y es considerado el
líder de su grupo.
Soy el Crunch® que suena y
sabe increíble gracias a mi
perfecta combinación de
suave chocolate con leche y
arroz crujiente.
Irreverente, divertido e
inesperado.
Funcional: La sensación de
un chocolate crujiente y
ruidoso.
Emocional: La libertad de
expresarme.
brand
strategy
2013
##
¡esto es lo que busco para crunchear !
ú!
• Porque me gusta expresar lo que
pienso y siento, pese a que no esté de
acuerdo con lo que se dice a mi
alrededor.
• Porque me gusta tener un montón de
experiencias diferentes.
• Porque quiero un producto que
satisfaga mi antojo y que no sea
demasiado caro.
• Porque me gusta cómo luzco y me
siento.
• Porque me gusta expresar lo que Dos
perfiles diferentes de comprador:
• Adolescente: Motivado por el antojo
y mi consumo individual (“voy a la
tiendita”).
• Mamá: Busca tener algo en la alacena
• Su consumo es en su mayoría: OOH,
34% en la escuela, el 10% en casa de
amigos y el 9% en cines.
• 43% lo consume en actividades
sociales.
• 6 de cada 10 consumidores son
hombres.
• 65% se consume entre comidas.
• Es percibida como una marca con la
que me identifico.
• Al 76% de los consumidores no les
importa engordar.
Árbol de decisiones:
1. Marca.
2. Sabor.
3. Tipo de chocolate.
• 71% compra una barra de chocolate.
• El tiempo aproximado enfrente del anaquel en
autoservicios es de 47 segundos (la norma son 75
segundos).
• El 70% de las personas sólo pasa al lado de la
estantería en autoservicio, pero no interactúa con ella
o con el producto.
• El 25.5% se vende en conveniencia, el 10% en
farmacias, el 32.2% en autoservicio y el 32% en
tradicional. En tradicional, el 66% de las ventas se
realizan en VDM.
• Lo hago para estar en contacto con
mis amigos y me actualizo con todo lo
que sucede.
• Además es un espacio en el que
puedo expresarme libremente y sin
restricciones. Puedo buscar contenidos
que me gustan sin consultar a nadie.
• Es un espacio sólo para mí.
• Puedo elegir lo que puedo ver,
escuchar, leer y descargar.
El mundo digital es parte de mi vida y
siempre ha existido en mi entorno.
Puedo chatear con mis amigos, hacer
login (Facebook, Twitter, HI5),
descargar música y videos (Youtube) y
jugar online con mis amigos.
Demográficos:
Adolescentes de 17 y 18 años. NSE: C/D+. Perfil: Definido como “cool”.
Psicográfico:
Adolescentes independientes, líderes de su grupo, tienen muchos amigos, son quienes establecen la pauta y consumen lo
que quieren. En realidad, no se dejan llevar por otros. Ellos se distinguen por su alta autoestima y su fortaleza para tomar
riesgos sin importar las consecuencias. Ellos saben lo que quieren y siempre dicen lo que piensan. La indulgencia es muy
importante para ellos y con frecuencia están buscando probar nuevos productos y lugares.
^
NEXT
8. EMPOWER THE BRAND
IN OTHER LEVEL,
USHERING SHOPPERS TO
SURROUND THEMSELVES BY
THE BRAND.
X
X
9. LOGO SOBRE FONDO BLANCO
O FONDOS CLAROS
LOGO SOBRE FONDO NEGRO
O FONDOS OSCUROS
VARIANTE DE APLICACIÓN DEL
LOGO SOBRE FONDO BLANCO
O FONDO NEGRO
uso LOGOS
XX en todo
los PATRONES
Para ser usados en los
COLORES de la
MARCA
dice XX
XX en todo
PLAYERAS
dice XX
^
NEXT
X X
11. BEING A MAN: EASY
Passion for sports
Soccer
The Eagles
Backgrounds
All together
Soccer Art
Boxing
The Eagles
Backgrounds
All together
Boxing Art
Fonts
Colors
Thrill for Outdors
The Eagles
Backgrounds
All together
Outdoors Art
Fonts
Colors
A guy knows
The Eagles
Backgrounds
All together
Guy knows Art
Fonts
Colors
SOCCERART
PASSIONFORSPORTSSOCCERPASSIONFORSPORTSBOXING
X X
12. Putting it all together
OUTDOORART
OUTDOORS
A GUY KNOWS HOW TO EXPRESS IT
AGUYKNOWSART
Putting it all together
X X
X X
^
NEXT
13. EMPOWER THE ESSENCE OF
THE BRAND.
ALL THE VALUES THAT MAKE
THE BRAND ALIFE AND
INTEGRATE THEM TO CREATE A
NEW ASSET.
X
X
16. X
VISUALLY DEFINE HUNT’S BRAND ESSENCE AND THE ELEMENTS THAT BRING THE BRAND TO LIFE PROVIDING
THE GUIDEPOSTS FOR INTEGRATION ACROSS ALL TOUCH POINTS.
18. ®
SUPERIOR Y SU EXPRESIÓN
X
IN ESSENCE A BRAND THAT HAS A LOT OF STORY TELLING, ESSENCE AND ELEMENTS THAT BRING THE BRAND
TO LIFE, PROVIDING THE GUIDEPOSTS FOR INTEGRATION ACROSS ALL TOUCH POINTS.
