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the Standards Manual


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table of contents

Introduction Mission Statement of Company

5

Research Comparative Analysis Company Analysis Competitor’s Analysis

7 8 9

Solution The Signature Signature Clear Space Signature Construction Signature Minimum Size Corporate Colors Color System/Color Reproduction Corporate Fonts Signature Misuse

11 12 13 14 15 16 17 18

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

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4

the introduction


mission statement

As a world leader in animal health, Bayer is committed to providing effective and dependable 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 accompany 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.

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6

the research


logo

Type Use

info & presentation

style & design

Consistency

corporate message

comparitive analysis

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Typeface

text only

bold text

symbol, bold

3d applications, print materials

all applications, any size

all applications, any size

no yes yes sans serif

sans serif

strength

playfulness

Consistency no

yes

yes

Presentation

whimsical, youthful

bold, strong

youthful, playful

educated, formal

strong results fast

youthfulness, cleanliness

yes

yes

strength, power, stability

youthfulness, energy, relatability

sans serif and serif

Focus sophistication

Message

Consistency no

Message

Associations

unclear

Bayer Healthcare

Consistency no

yes

Bayer Healthcare yes


company analysis

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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.


competitor analysis

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Frontline 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.


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the solution


the signature

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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.


signature space

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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.


signature construction

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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).


signature minimum size

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0.5 in

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.


corporate colors

Pantone RGB CMYK

DS Process Black 0•0•0 0 • 0 • 0 • 100

15 Pantone RGB CMYK

DS 227–4 U 0 • 147 • 197 80 • 28 • 8 • 0

Pantone RGB CMYK

DS 22–1 U 250 • 166 • 26 0 • 40 • 100 • 0

Pantone RGB CMYK

DS 294–1 U 141 • 198 • 63 50 • 0 • 100 • 0

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.


color reproduction

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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.


corporate fonts

Futura

light 1234567890 abcdefghijklmnopqrstuvwxyz medium 1234567890 abcdefghijklmnopqrstuvwxyz

Adobe Garamond Pro

regular 1234567890 abcdefghijklmnopqrstuvwxyz bold 1234567890 abcdefghijklmnopqrstuvwxyz

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 typefaces 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.

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signature misuse 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.

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the stationery system


stationery system

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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.


corporate letterhead

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B a ye r H e a l t h C a r e , L L C Animal Health Division P.O. Box 390 Shawnee Mission, KS 66201 800.255.6826

www.nofleas.com

02 December 2009

All corporate letterheads are reproduced

Mr. Benjamin Franklin 75 Folsom St. San Francisco, CA 94105

using the specifications given below, and in Dear Mr. Franklin,

approved templates. Stock: 24lb Fox River, Arctic White, woven finish Size: 8.5 × 11 Printing: 2-color offset lithography Color: Pantone DS 227–4 U and Pantone Black Type: Adobe Garamond Pro Size: 10/12 Font Upper and lowercase Alignment: Left-alignment Spacing: Normal spacing; one line space between paragraphs

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 Meng Consultant

js:tb cc:Sara Thomas


corporate second page

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B a ye r H e a l t h C a r e , L L C

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.

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board of directors letterhead

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B a ye r H e a l t h C a r e , L L C Animal Health Division P.O. Box 390 Shawnee Mission, KS 66201 800.255.6826

www.nofleas.com

02 December 2009

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

Mr. Benjamin Franklin 75 Folsom St. San Francisco, CA 94105

Board of Directors

Dear Mr. Franklin,

Van der Broek

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.

Head of Bayer HealthCare’s Animal Health Division

Jörg Ohle

Head of Bayer HealthCare LLC

Margaret Fairhurst

Directors added below the address type.

Head of Global Marketing

Cornelia Gorski

Head of Global Human Resources

Dr. Alexander Jahn Head of Region International

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.

Dr. Michael Londershausen

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.

Andreas Salge

Sincerely

Head of Research and Development

Head of Operations

Michael A. Schulz

Head of Business Planning & Administration

Wolfgang Trebels

Amanda Meng Consultant

Head of Regional Management Europe

Dr. Giampiero Vantellino Head of Business Development

js:tb cc:Sara Thomas


corporate envelopes

25 B a ye r H e a l t h C a r e , L L C Animal Health Division P.O. Box 390 Shawnee Mission, KS 66201

Benjamin Franklin 75 Folsom St. San Francisco, CA 94105

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: Size: Printing: Color:

Fox River, Arctic White, woven finish Standard business envelope 2-color offset lithography Pantone DS 227–4 U and Pantone Black


corporate mailing label

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B a ye r H e a l t h C a r e , L L C Animal Health Division P.O. Box 390 Shawnee Mission, KS 66201

Benjamin Franklin 75 Folsom St. San Francisco, CA 94105

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: Size: Printing: Color:

Fox River, Arctic White, smooth finish 2 x 3.5 inches 2-color offset lithography Pantone DS 227–4 U and Pantone Black


B a ye r H e a l t h C a r e , L L C

www.nofleas.com Animal Health Division

corporate business card

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Communications Department

P.O. Box 390 Shawnee Mission, KS 66201 800.255.6826

B o b W a l ke r Bayer HealthCare, LLC Animal Health Division P.O. Box 390 Shawnee Mission, KS 66201

800.255.6517 bwalker@bayerhealth.com

Business cards are reproduced using the specifications given below, and in approved templates. Stock: 88 lb. cover Fox River, Arctic White, w  oven finish Size: 2 x 3.5 inches Printing: 2-color offset lithography Color: Pantone DS 227–4 U and Pantone Black


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Advantage Standards Manual  

A manual outlining the corporate identity standards.

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