Aspen Surgical Brand Standards

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Brand Standards

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Advancing the Entire Perioperative Experience.

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ASP EN SURG ICA L

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Our Purpose

Our Values

To prov ide cl inici ans wit h t he tool s to ad vance t he en t ire p e r iope r ative experience .

Our Mission We earn trust – across t he pro c edure s of tod ay and tomorrow – by delivering a broad por tfolio and creating c lin ic a l, economic, and rela t io n shi p val ue.

Accountability We deliver on our commitments.

Integrity

Customer Focus

Collaboration

We do the right thing.

We start with the customer and patient in mind.

We work together.

We win together.

Innovative Spirit We are inquisitive, pushing boundaries

ASP EN SURG ICA L

Brand Attributes

Accountability Collaboration Integrity Customer Focus Innovative Spirit

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Company Over view Founded in 1999, Aspen Surgical is a leading medical device manufacturer that provides clinicians with tools to enhance the entire perioperative experience.

Aspen Surgical offers an expanding portfolio of surgical tools and solutions, as well as trusted brands that ensure consistent performance day after day, including Bard-Parker®, Bovie®, Bookwalter®, Olsen®, and more. Their high-quality products are designed with precision to meet the stringent demands of the perioperative environment.

Headquartered in Caledonia, Michigan, and extending its global footprint in Las Piedras, Puerto Rico; Agua Prieta, Mexico; and Cheltenham, Australia, Aspen Surgical stands at the forefront of trusted performance at all points of care.

For an in-depth look at products and the Aspen Surgical community, please visit www.aspensurgical.com and follow Aspen Surgical on LinkedIn.

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Logo

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The Logo Our logo is made up of two elements.

The aspen leaf, which is an “a” turned at an angle. The wordmark is our full corporate name.

This is due to the high-end buzz surgical entails.

We are a surgical company and always will be.

Our name has always been set in a san serif typeface since the beginning (1999).

The wordmark font chosen is ITC Avant Garde Gothic Std, Book. It keeps Aspen looking modern with a reference to our aspen leaf lower-case “a”.

LOGO

S PACE

REGIS TRATION

LEA F

WORDM ARK

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The Logo

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R EV ER SED - OUT

Primar y Usage There are three primary options when using our logo in a communication.

First and foremost, we must ensure clarity and readability. The logo is meant to be a one-color application to create a more unified presence.

• The Reversed-out (white) • True Blue • Dark Blue

T R UE B L UE

Do not add any other color variations outside of these options.

DA R K B L UE

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The Logo Reversed- O u t App licatio n The Aspen Surgical logo can be reversed-out (white) on the Deep Blue, True Blue, gradient, and photography backgrounds.

When reversing-out over photography, seek maximum contrast to maximize logo visibility.

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The Logo Logo Co lor App licatio n When using a solid color logo, use Deep Blue or True Blue options.

They can be used on solid colors and photography.

When using solid application on photography, seek contrast to maximize visibility.

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The Leaf Primar y Usage There are three options when using the leaf icon in a communication. We must ensure clarity and readability The leaf is intended to be a one-color application to create a more unified presence.

Apply the leaf icon on a solid color or photography background. When placing over photography, seek contrast to maximize readability.

• The Reversed-out (white) • True Blue • Dark Blue

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Seal The Aspen Surgical Seal is a combination mark that includes the leaf and the purpose statement.

It needs to be used on the following Brand architecture levels: • Platform Level • Power Brand Level • Product Level

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The Leaf

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LEA F

Seco nd ar y Usage When we depict the Platform Level apply color to the leaf or seal in your communication as a visual identifier.

• Surgical & Medical Essentials (Yellow) • Surgical Instruments (Orange) • Electrosurgery (Green) When using our leaf icon. Ensure clarity and readability.

Apply the leaf or seal over the Deep Blue solid background, monotone photography or lifesetyle photography.

SEA L

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Typography

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Primary Type Inter Tight The primary type face used for all pieces of communication and brand representation.

To be used for headlines, subhead and body copy. Contrast to be created within those sets of hierarchy.

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T Y P EFACE

Inter Tight ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789

Secondary Type Arial Secondary type face only to be used as a substitute for Inter Tight through labeling and the Microsoft Systems (Powerpoint, email, etc).

LIGHT REGULAR SEMI BOLD

T Y P EFACE

Arial ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789

LIGHT ITALIC BOLD BOLD ITALIC

LIGHT ITALIC ITALIC SEMI ITALIC

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Color

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Primar y Color Palette These are the four primary colors: Deep Blue, True Blue, Light Blue & Chalk.

Deep Blue is our lead. It is the anchor color that we lean on, and is both passive yet dominant.

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Deep Blue

True Blue

HEX#

HEX#

042359

True Blue is an active accent color. It can be utilized for various elements including type, icons or infographics.

RGB

Light Blue & Chalk are interchangeable resource colors that should be used to highlight certain elements or create depth in design.

CMYK

R4 G35 B89 C100 M91 Y32 K31 PMS

295

55A9CB RGB

R85 G169 B203 CMYK

C72 M12 Y12 K0 PMS

638

Light Blue HEX#

C9E6EE RGB

R201 G230 B238 CMYK

C22 M0 Y5 K0 PMS

7457

Chalk HEX#

F2F3F5 RGB

R242 G243 B245 CMYK

C4 M2 Y2 K0 PMS

WHITE

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Secon dar y Color Palette This secondary palette exists solely for visual organization. These colors are only to be used to represent products that live inside each platform to which they are attributed. These colors should never dominate the screen or background.

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Surgical & Medical Essentials HEX#

E2C703

RGB

R226 G199 B3

CMYK

C13 M16 Y100 K0

PMS

108

Surgical Instruments HEX#

F96523

RGB

R249 G101 B35

CMYK

C0 M80 Y100 K0

PMS

166

Electrosurgery HEX#

28DB9B

RGB

CMYK

R240 G219 B155 C79 M0 Y64 K0

PMS

3405

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Design Elements

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Graphic Diagonal Overlay This overlay is intended to keep any form of communication engaging, but also on-brand. It can be used as a full background, as an accent piece or even as a dynamic lower thirds.

It will primarily feature Deep Blue, but can also incorporate True Blue.

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Gradient All four primary colors can be incorporated into a gradient to serve as a more dynamic background for certain deliverables. An use-case example would be in lieu of a photograph, or in any digital space where we need to draw the eye but not distract from messaging.

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Photography

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Lifestyle Photography When curating photography assets, adhere to the following criteria: • Authentic human connection. Show faces where possible to engage empathy.

• Open to candid or portrait photography, but must retain professionalism.

• Fresh and bright. No low-key or high-contrast lighting.

• Modern feel, both in environment, wardrobe and propping.

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Monotone Photography Adhere to the same photographic criteria as the lifestyle imagery: You can also utilize a mono-tone styled photograph in communication if you want to enhance the background and need more than just a solid color wash. This style provides visual interest and the necessary contrast with copy-heavy communication material.

This style should only utilize the Deep Blue swatch.

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Tradeshow Booth

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Boot h Example

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Brand Architecture & Collateral

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Catalog

Minimally Invasive

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Brochure

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Corpo rate Umbrella Brand Level

Corporate Umbrella Brand

Ownership Tagline

Power Brands Platforms

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Corpo rate Umbrella Brand Level Corporate Umbrella Brand

Ownership Tagline

Power Brands Platforms

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Platform Leve l

Ownership Tagline Platform Platform Color Bar

Power Brands Categories

Corporate Umbrella Brand

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Powe r Brand Level

Ownership Tagline Power Brand Category

Platform

Corporate Umbrella Brand

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Power Brand Level

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Product Level

Ownership Tagline Power Brand Product Name Product Description

Platform

Corporate Umbrella Brand

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Identity Kit

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Letterhead & Business Cards

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Email Signature

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Powerpoint Template

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PH OTO COV ER OP T IO N S

GR A PH I C C OV E R O PT I O N

I N T E R N A L PAGE O PT I O N S

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Linkedin Banne rs

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EM P LOY EE L IN KED IN PAG E

P R OFIL E IM AG E Prof i l e Im a ge

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