UCB Brand Standards Manual

UCB PHARMA

UCB PHARMA Inspired by patients. Driven by science.

Brand Standards Manual

Created by Amber Marsden

Table of Contents

2

Section One

5

Section Two

16 25 35

41

Section Six

48

Section Seven

UCB’s History

The Rebrand: Logo

Section Three The Rebrand: Brand Elements

Section Four The Rebrand: Stationery

Section Five The Rebrand: Print Advertisements

55 68 75

The Rebrand: Digital Advertisements

The Rebrand: Building Design

Section Eight The Rebrand: Website

Section Nine The Rebrand: Accessories

Section Ten Final Thoughts

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1

UCB’s History

UCB’s Creation: 1928 UCB was created in Brussels, Belgium

Zyrtec® became a blockbuster and

by a man named Emmanuel Jannsen in

helped to further raise the profile of the

the 1920s. Ten years later, the company

company. Keppra® was then launched

decided it was time to expand into US

in the 1990s, spurring further global

land and continue doing what they

growth.

started: making scientific breakthroughs centered around chemistry.

Despite their many breakthroughs, the company didn’t have the greatest logo

UCB’s first major breakthrough came in

design and didn’t change until 2013.

the 1950s followed by the 1960s in the field of biotechnology. This only fueled their drive to continue making scientific products to help those with severe diseases. A significant breakthrough came in the 1980s with UCB’s creation of Zyrtec®.

UCB’s Original Logo: Created in 1928

UCB Pharmaceuticals Brand Standards Manual | Page 3

UCB Today UCB didn’t release a new logo until

Nothing about their current logo

2013, well after they created a name for

screams helping hand, friendly,

themselves. They had already released

knowledgeable or even scientific.

up to 10 popular medicines, all with

The rebrand needs to be all of

different brands. While they were busy

these things and more.

making a name for themselves, they ignored the brand entirely.

UCB’s new logo released shortly after 2012 and barely looked any different than the original created in 1920. The logo shown to the right is still in use today and has little to no impact on the viewer - let alone their audience: patients with severe diseases.

UCB’s Current Logo: Created in 2013

UCB Pharmaceuticals Brand Standards Manual | Page 4

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2

The Rebrand - Logo

UCB’s Transition UCB was no longer going to be the brand that everyone dismissed as boring or uninteresting. It needed to fit it’s reputation of being innovative, clean, and most importantly: scientific.

After all, the company has it’s roots in chemistry, and that’s where many of the design choices came from.

Before starting the design, however, UCB needs to establish some “ground rules” to make sure their new brand stays consistent with everything that it creates and shows patients.

UCB Pharmaceuticals Brand Standards Manual | Page 7

Helpful Science-based Innovative Proactive Clean Smart Crisp

Logo Ideation While starting to design the new logo for UCB, it was important that the new brand ideals were kept in mind. Some things that kept coming up were a hexagon shape, lab bottles, and sans-serif type.

Many of the starting sketches were straying way too far into the literal; lab bottles, pills, syringes, and more. UCB shouldn’t want to seem like something a child would fear or something an adult wouldn’t completely understand. The hexagon shape was to continue to the final logo design.

UCB Pharmaceuticals Brand Standards Manual | Page 8

Primary Logo The final UCB logo is a combination of the hexagon shape seen in representations of chemical formulas. When possible, the primary logo should always be the full color enhanced version.

UCB PHARMA

UCB PHARMA

UCB PHARMA

Full color enhanced logo

Full color flat logo

Black and white logo

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Logo Iterations The only time any of the logos below should be used are when placed upon one of the main colors, an image (when permitted), or when placed on black.

UCB PHARMA

White logo on color

UCB PHARMA

White logo on black

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Full Logo Clearance To have consistent readability throughout all applications, the rules below should be followed. The space on each side of the logo is equivalent to how long the “U� is before it bends.

Separate but similar rules are applied when the mark is being used alone.

UCB Pharmaceuticals Brand Standards Manual | Page 11

UCB PHARMA

Mark Clearance Again, to have a consistent, recognizable, mark, nothing should come into the space on each side of the logo that is equivalent to how long the “U� is before it bends.

UCB PHARMA

UCB Pharmaceuticals Brand Standards Manual | Page 12

UCB Logo: DO NOTs The UCB logo should stay the exact same

The logo needs to stay the same in order

as the original vector file throughout any

to maintain consistency and keep the

applications the company decides to use it

brand fresh, familiar, and overall clean. If

on. It should never be altered in or outside

the logo does change, the familiarity of the

of it’s original format - including color and

brand will be lost and therefore dirtied. A

typography.

good logo stays the same throughout any applications that the company would use.

Examples of ways you should NOT use the logo can be seen to the right.

UCB Pharmaceuticals Brand Standards Manual | Page 13

P

UCB PHARMA

H

A

R

U C M B A U C B P H A R M A

Change of color/edited text

Rotated logo

UUCB CB P HPHARMA ARMA

UCB PHARMA

Change of typography

Added drop shadows

Stretched/distorted logo

UCB PHARMA

Change of opacity

UCB Pharmaceuticals Brand Standards Manual | Page 14

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3

The Rebrand - Brand Elements

Logo Typography and Other Type Examples Throughout all created materials, the typography should follow the examples listed in the next page.

The font in the logo also follows the brand typefaces and should not stray to any outside fonts. The type in the logo is

UCB PHARMA

specifically Open Sans Light with 200pt tracking in between the letters.

Open Sans Light with 200pt tracking

UCB Pharmaceuticals Brand Standards Manual | Page 17

Open Sans Light

Open Sans Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxys

abcdefghijklmnopqrstuvwxys

0123456789

0123456789

Open Sans Bold

Open Sans Extrabold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxys

abcdefghijklmnopqrstuvwxys

0123456789

0123456789

UCB Pharmaceuticals Brand Standards Manual | Page 18

UCB Brand Colors Throughout all created materials, the brand colors should stay consistent and never stray from the ones listed to the right. The hex codes must not be tampered with.

Any other colors may be used in

UCB PHARMA

photography, but no other outside solid colors are allowed to use for UCB’s new brand.

UCB Pharmaceuticals Brand Standards Manual | Page 19

Enhanced logo uses brand colors along with a slight gradient

Raspberry

Jean

CMYK

CMYK

84 71 6 0

13 100 60 0

RGB

213 31 83

RGB

67 91 161

HEX

#d41e52

HEX

#425ba1

Chimney

Wine CMYK

70 87 23 8

CMYK

0 0 0 95

RGB

102 64 122

RGB

40 40 41

HEX

#663f79

HEX

#282829

UCB Pharmaceuticals Brand Standards Manual | Page 20

UCB Patterns/Gradients UCB has a couple of patterns and gradients

Any of the patterns should only be used

that can be used on various platforms. The

as an accent - meaning that they should

patterns must always mimic the logo in some

not appear on every application that UCB

form. Hexagons are used throughout UCB’s

creates. They are meant as a slight accent

brand and are also a reoccurring theme

in order to familiarize the brand.

throughout the patterns.

UCB Pharmaceuticals Brand Standards Manual | Page 21

UCB signature gradient (all 3 brand colors)

UCB signature pattern (hexagons)

UCB Pharmaceuticals Brand Standards Manual | Page 22

UCB Photography UCB is focused around helping patients with severe diseases - thus the photography should reflect mostly on the happy people that have been bettered by UCB. Although patients are the main focus in the photography, UCB should not focus 100% on people. Other photos of their medicine, facilities, or technology are helpful as well.

Example UCB’s facilities

UCB Pharmaceuticals Brand Standards Manual | Page 23

Example of showing a happy patient

UCB Pharmaceuticals Brand Standards Manual | Page 24

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4

The Rebrand - Materials: Stationery

Letterhead and Folder UCB’s new letterhead is purposefully designed to be extremely minimal so that the recipient can focus on the content. Although minimal, it should carry all of the brand elements that we’re mentioned before. Hexagons can be seen throughout both pieces either being used as a pattern or as a marker for informational purposes.

UCB Pharmaceuticals Brand Standards Manual | Page 27

UCB Pharmaceuticals Brand Standards Manual | Page 28

Envelope and Label The envelope shown on the second page would serve as a container for any outreach materials such as a letterhead or personal invite. The inside of the envelope has a slightly altered version of the brand pattern in order to catch the viewer’s eye as quickly as possible.

Mailing Label

UCB Pharmaceuticals Brand Standards Manual | Page 29

UCB Pharmaceuticals Brand Standards Manual | Page 30

Business Cards The business cards must always stay in the hexagonal shape. They would be the same size as a standard business card but only in a different shape than normal to mimic the logo and other brand elements.

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5

The Rebrand - Print Advertisements

Print Advertisements Throughout the next couple of pages, you will see how UCB should handle all of their print advertisements. These can be used as billboards, magazines, posters, brochures, handouts, and much more. All of the advertisements that UCB creates should follow these examples.

UCB Pharmaceuticals Brand Standards Manual | Page 37

UCB Pharmaceuticals Brand Standards Manual | Page 38

Billboard Example

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6

The Rebrand - Digital Advertisements

Digital Advertisements Throughout the next couple of pages, you will see how UCB should handle all of their digital advertisements. The digital advertisements should be mostly focused on recruiting new members of the UCB team. The imagery should revolve around happy patients with several of the brand elements mentioned previously.

UCB Pharmaceuticals Brand Standards Manual | Page 43

UCB Pharmaceuticals Brand Standards Manual | Page 44

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UCB Pharmaceuticals Brand Standards Manual | Page 46

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7

The Rebrand - Building Design

Building Signage Throughout the next couple of pages, you will see how UCB should handle all of their wayfinding design and any interior building design. Hexagonal shapes should be used whenever possible but only for decorative purposes.

UCB Meeting Room Name Plate

UCB Pharmaceuticals Brand Standards Manual | Page 49

UCB Meeting Room

UCB Pharmaceuticals Brand Standards Manual | Page 50

UCB Corporate Headquarters

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UCB Headquarters Stairwell

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UCB Wayfinding Sign

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UCB Delivery Car

UCB Pharmaceuticals Brand Standards Manual | Page 54

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8

The Rebrand - Website Design

UCB Website Homepage 1

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UCB Website Homepage 2

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UCB Website Homepage 3

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UCB Website Homepage 4

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UCB Website Our Company Page 1

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UCB Website Our Company Page 2

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UCB Website Disease Areas Page 1

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UCB Website Disease Areas Page 2

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UCB Website Life Stories Page

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UCB Website Newsroom Page

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9

The Rebrand - Accessories

UCB Attire UCB’s new clothing and attire should be as minimal as possible. The white space on the clothing hints to cleanliness, simplicity, and overall professionalism. The logo should be present and visible on any printed materials such as shirts, lab coats, bracelets and pins.

UCB Polo Shirt

UCB Pharmaceuticals Brand Standards Manual | Page 69

UCB Lab Coat for Doctors and Researchers

UCB Pharmaceuticals Brand Standards Manual | Page 70

UCB Pens for Patients and Workers

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UCB Aluminum Water Bottles

UCB Pharmaceuticals Brand Standards Manual | Page 72

UCB Pens for Patients and Workers

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UCB Hat

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10

Final Thoughts

Inspired by patients.

Driven by science.

UCB’s new brand breathes meaning back into their famous tag line. It reflects how their business is professional, clean, and most importantly: scientific. Patients and doctors can finally see UCB as the pharma to trust.

UCB PHARMA

UCB PHARMA Inspired by patients. Driven by science.

Brand Standards Manual