theStandards

Manual

1

2

3

ta

ble

ofco

nten

ts Introduction Mission Statement of Company 5

Research Comparative Analysis 7 Company Analysis 8 Competitor’s Analysis 9

Solution The Signature 11 Signature Clear Space 12 Signature Construction 13 Signature Minimum Size 14 Corporate Colors 15 Color System/Color Reproduction 16 Corporate Fonts 17 Signature Misuse 18

Stationery System Letterheads 21 Envelope 25 Mailing Label 26 Business Card 27

4

the introduction

5

m

issio

nsta

tem

ent

As a world leader in animal health, Bayer is committed to providing effective and depend-

able products that enhance and maintain the health of the animals you care for. Bayer Animal Health

is a division of Bayer HealthCare LLC, the makers of Bayer Aspirin.

Bayer’s corporate mission is to protect animals and benefit people. Bayer

has attained a leadership position in the animal health industry by continuously researching and

developing new products for animal health and pest control since 1919. A responsible relationship

between people, companion animals and livestock requires safeguarding the health of animals.

Effective health care creates a healthy environment for people and animals.

Maintaining a healthy environment prevents diseases that can be transmitted to animals

or people by way of pests such as insects or rodents. For example, Bayer delivers specific products

against malaria-carrying mosquitoes and pests that contaminate or destroy foodstuffs.

Dogs, cats and horses are human companions, and the part they play as they accom-

pany us through life is growing in significance. Keeping this close relationship healthy is not just an

obligation to our animal companions. It also protects people against the transmission of disease

pathogens from these animals. Bayer offers extensive protection in the form of effective and safe health

care products.

6

the research

7

logo

style

&de

sign

info

&pr

esen

tatio

nco

rpor

ate

mes

sage

Type

Use

Consistency

Typeface sans serif and serif sans serif sans serif

Focus sophistication strength playfulness

Consistency no yes yes

Presentation whimsical, youthful bold, strong youthful, playful

Message educated, formal strong results fast youthfulness, cleanliness

Consistency no yes yes

Message unclear strength, power, stability youthfulness, energy, relatability

Associations Bayer Healthcare Bayer Healthcare

Consistency no yes yes c

ompa

ritiv

ean

alys

istext only bold text symbol, bold

3d applications, print materials all applications, any size all applications, any size

no yes yes

8

c

ompa

ny anal

ysis

Advantage is a company that is committed to keeping fleas off of dogs and cats, which

keeps homes clean and safe for all. This company, which is owned by the Bayer Corporation, is

invested in keeping pets and humans safe and free from disease. Advantage is a gentle and effective

way to keep fleas out of homes.

Advantage needs a design that relates to the global world while maintaining the

integrity of Advantage’s identity. It is Advantage's goal to communicate that they are essential to a

happy, healthy family. It is important that Advantage distinguish itself from its competitors. There are

many competitors including Frontline, Capstar, Program, K9 Advantix and Bio Spot that sell nearly

identical products. Advantage needs a symbol that is unique and recognizable. This new identity is

going to be used on packaging, boxes, advertisements and paper products. Therefore, the design

needs to be easily used on a variety of products and should be bold enough to stand out among the

competitors while also providing the clients a symbol to relate to.

9

c

ompe

titor an

alys

isFrontline is the leading tick and flea solution for pets. Frontline is owned by the

Merial Corporation.

Their vision is to be a worldwide leader in pet healthcare products. They focus on a

diverse target audience of pet owners. They want to be recognized for being a company that is

focused on the customer and respects each as an individual. In their corporate identity they wish

to convey that they act with integrity in every aspect of their business. They promote innovation

and foster empowerment in all their endeavors. They find strength in teamwork and are committed

to exemplary performance.

Their logo is bold and strong. Using all capital lettering helps to emphasis the strength of the

product as well as the company. This design gives the impression that this company is going to last.

It is a timeless design that gives its customers faith in the product and faith in the company.

10

the solution

11

th

e signa

ture

In creating the new Advantage identity, the company ideals remained at the forefront.

Advantage is a company that is about relatability, well-being and health. The pervious logo did

not communicate this core message. The construction of the new design embraces the heart of the

company. It better relates to the goals of reaching the consumers on a personal level. The tilted axis

of the tag in the symbol creates a playful and vibrant image for pet owners to relate to. The new

Advantage font sends a message of youthfulness and cleanliness by using all lowercase letters and

a clean, sans serif font.

The overall presentation of this design sends a message of life and exuberance. The

serifed "a" of the logo paired with a sans serif font of the company contrast and complement each

other, yet each have the common theme of youthfulness and cleanliness. The message of this design

is that this is a company that cares about its clients and their pets and can relate to them on a more

personal level.

12

s

igna

ture

sp

ace

In order to set it off from other elements, the signature should always be surrounded by

an adequate amount of clear space. The dashed outline surrounding the signature above indicates

the minimum amount of clear space that must surround the signature in all applications. No other

element may be present within this space. This includes type, illustrations, photos or the edge of the

surface on which the signature is displayed. Any exceptions require approval prior to use.

Minimum clear space is specified in units of “X.” X equals the width of the logo.

13

s

igna

ture

co

nstru

ctio

n

The signature is always reproduced from approved reproduction artwork. The

signatures should never be constructed or redrawn. However, in certain approved circumstances,

it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary

and pre-approved, the following example shows the relative sizes and placement of signature

components. Placement is specified in units of “X.” X equals the width of the Advantage logo (see

the “A” drawing under Clear Space).

14

signa

ture

m

inim

um s

ize

As the signature becomes smaller, it also becomes more difficult to read and recognize.

The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers

or screen-printing) may require larger sizes.

0.5 in

15

corp

orat

e co

lors

Pantone DS 227–4 URGB 0•147•197CMYK 80•28•8•0

Pantone DS 22–1 URGB 250•166•26CMYK 0•40•100•0

Pantone DS 294–1 URGB 141•198•63CMYK 50•0•100•0

Pantone DS Process BlackRGB 0•0•0CMYK 0•0•0•100

All colors specified throughout this manual are referred to as Advantage colors.

Advantage colors are always reproduced by matching approved color swatches supplied

by the Design & Print Services Group. Equivalent matches using other color-matching systems

(e.g., Pantone® and CMYK) are given in the chart above. These equivalent specifications

may need to be modified to adjust for production variations.

16

c

olor re

prod

uctio

n

The entire signature prints in one color. If the above colors are not available, other colors are

allowed as long as the signature is clearly visible. Background is white or a light, neutral color.

The samples shown on these pages and throughout this manual are approximate matches for

the actual Advantage colors. Do not use them for color proofing. Use swatches specifically provided

for color-matching purposes.

17

corp

orat

e font

s

To help establish a consistent look and feel across a broad range of implementation

materials, two type families have been selected for use on all media. They are called Futura and

Adobe Garamond Pro. Together they provide for a great deal of versatility. Specimens of the most

commonly used typefaces within these families are shown. Numerous versions of both fonts are

produced by different manufacturers.

All fonts used should match the samples shown on these pages. Do not substitute other type-

faces in place of those specified. Never scale, condense, expand or otherwise modify any

existing letterforms. If special circumstances require the use of other typefaces, contact the Design

Department for approval.

Futura light 1234567890 abcdefghijklmnopqrstuvwxyz medium 1234567890 abcdefghijklmnopqrstuvwxyz

Adobe Garamond Pro regular 1234567890 abcdefghijklmnopqrstuvwxyz bold 1234567890 abcdefghijklmnopqrstuvwxyz

18

s

igna

ture

m

isuse

The following examples illustrate incorrect use of the signature. These examples

highlight common errors, but do not include all possible mistakes. Always use the signature as

outlined throughout this manual.

19

20

the stationery system

21

Approved letterhead formats are shown on the following pages. All letterheads

use the same basic layout, colors and type specifications. The preprinted nomenclature present

on a letterhead varies, depending on the specific origin of the document. For example, corporate

letterheads, program and department letterheads, each possess different nomenclature. A range

of examples is shown on the following pages.

Word processing specifications for the letter itself are given in the examples. They illustrate

the correct organization of contents, approved typeface, line length and spacing.

statio

nery

sy

stem

22

All corporate letterheads are reproduced

using the specifications given below, and in

approved templates.

Stock: 24lb Fox River, Arctic White, woven finish

Size: 8.5 × 11Printing: 2-color offset lithography Color: Pantone DS 227–4 U and

Pantone Black Type: Adobe Garamond ProSize: 10/12 Font Upper and lowercaseAlignment: Left-alignmentSpacing: Normal spacing; one line

space between paragraphs

c

orpo

rate

le

tterh

ead

Bayer HealthCare, LLCAnimal Health DivisionP.O. Box 390Shawnee Mission, KS 66201

800.255.6826

www.nofleas.com

02 December 2009

Mr. Benjamin Franklin75 Folsom St.San Francisco, CA 94105

Dear Mr. Franklin,

The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt., with 12 pt. leading. If Adobe Caslon Pro is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.

The left edge of the date is aligned at 2.5 inches or to the edge of the website and the top edge of the date is aligned 2.75 inches from the top of the page, using the bottom baseline of the logo. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.

The body of the letter should not be deeper than 10.5 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 5.5 inches.

Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.

Sincerely

Amanda MengConsultant

js:tbcc:Sara Thomas

23

Standard multiple pages are reproduced

using the specifications given below, and in

approved templates. Always align the letter with

the address of the company as shown in the

example. Line width should not go beyond 5.5

inches and 10 inches deep.

Page number indicator is placed at the bottom

center as shown.

c

orpo

rate

se

cond

pag

eBayer HealthCare, LLC

2

24

Board of Directors letterhead is

reproduced using the specifications given below,

and in approved templates. This is basically a

corporate letterhead, with a listing of Board of

Directors added below the address type.

boar

d of

dire

ctor

sle

tterh

ead

Bayer HealthCare, LLC

02 December 2009

Mr. Benjamin Franklin75 Folsom St.San Francisco, CA 94105

Dear Mr. Franklin,

The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt., with 12 pt. leading. If Adobe Caslon Pro is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.

The left edge of the date is aligned at 2.5 inches or to the edge of the website and the top edge of the date is aligned 2.75 inches from the top of the page, using the bottom baseline of the logo. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.

The body of the letter should not be deeper than 10.5 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 5.5 inches.

Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.

Sincerely

Amanda MengConsultant

js:tbcc:Sara Thomas

Animal Health Divis ionP.O. Box 390Shawnee Miss ion, KS 66201

800.255.6826

www.nofleas.com

Board of Directors

Van der BroekHead of Bayer HealthCare’sAnimal Health Divis ion

Jörg OhleHead of Bayer HealthCare LLC

Margaret FairhurstHead of Global Market ing

Cornelia GorskiHead of Global Human Resources

Dr. Alexander JahnHead of Region Internat ional

Dr. Michael LondershausenHead of Research and Development

Andreas SalgeHead of Operat ions

Michael A. SchulzHead of Business Planning & Adminis trat ion

Wolfgang TrebelsHead of Regional Management Europe

Dr. Giampiero VantellinoHead of Business Development

25

c

orpo

rate

en

velo

pes

Standard mailing envelopes are reproduced using the specifications given below, and in

approved templates. Always align the recipient’s address 4.75 inches from the left as shown in

the example.

Stock: Fox River, Arctic White, woven finishSize: Standard business envelope Printing: 2-color offset lithographyColor: Pantone DS 227–4 U and Pantone Black

Bayer HealthCare, LLCAnimal Health DivisionP.O. Box 390Shawnee Mission, KS 66201

Benjamin Franklin75 Folsom St.San Francisco, CA 94105

26

c

orpo

rate

m

ailin

g la

bel

Standard mailing labels are reproduced using the specifications given below, and in

approved templates. Always align the recipient’s address 1.5 inches from the side as shown

in the example.

Stock: Fox River, Arctic White, smooth finish Size: 2 x 3.5 inches Printing: 2-color offset lithographyColor: Pantone DS 227–4 U and Pantone Black

Bayer HealthCare, LLCAnimal Health DivisionP.O. Box 390Shawnee Mission, KS 66201

Benjamin Franklin75 Folsom St.San Francisco, CA 94105

27

Communications Department

Bob WalkerBayer HealthCare, LLC

Animal Health Division

P.O. Box 390

Shawnee Mission, KS 66201

800.255.6517b w a l k e r @ b a y e r h e a l t h . c o m

corp

orat

e bu

sines

s ca

rd

Business cards are reproduced using the specifications given below, and in approved templates.

Stock: 88 lb. cover Fox River, Arctic White, woven finishSize: 2 x 3.5 inchesPrinting: 2-color offset lithographyColor: Pantone DS 227–4 U and Pantone Black

w w w . n o f l e a s . c o m

P.O. Box 390

Shawnee Mission, KS 66201

800.255.6826Bay

er H

ealt

hCar

e, L

LCAn

imal

Healt

h Di

vision

28