Aspen Surgical Brand Standards

Brand Standards

Advancing the Entire Perioperative Experience.

Our Purpose Our Values

To provide clinicians with the tools to advance the entire perioperative experience.

Our Mission

We earn trust – across the procedures of today and tomorrow – by delivering a broad portfolio and creating clinical, economic, and relationship value.

Accountability

We deliver on our commitments.

Customer Focus

Innovative Spirit Integrity Collaboration

We start with the customer and patient in mind.

We do the right thing. We work together. We win together.

We are inquisitive, pushing boundaries

Brand Attributes Accountability Collaboration Integrity Customer Focus

Innovative Spirit

Company Overview

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.

Logo

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”.

WORDMARK

LEAF

The Logo

Primary 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

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

REVERSED-OUT

TRUE BLUE

DARK BLUE

The Logo

Reversed-Out Application

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.

The Logo Logo Color Application

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.

The Leaf

Primary 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

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

The Leaf

Secondary 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.

Typography

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.

Inter Tight

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 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).

abcdefghijklmnopqrstuvwxyz

Color

Primary Color Palette

Deep Blue

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.

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

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

Secondary Color Palette

Surgical & Medical Essentials

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.

Surgical Instruments

Electrosurgery

Design Elements

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.

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.

Photography

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.

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.