Bayer Brand Book

Bayer HealthCare Animal Health

Science for a better life

consumer brand book

welcome

our story

In the hallways at Bayer HealthCare Animal Health headquarters hang photo after photo of our employees and their pets, each telling a different story about the lives they share. And while no two stories are the same, all of them serve as a constant reminder that here, cats and dogs are family.

Bayer HealthCare Animal Health has spent nearly a century refining the science of pet care. That’s why pet owners trust us to get the basics right for their dogs and cats. Getting the basics right means pet owners can focus less on finding the right products to keep their pets healthy and more on the little things that make their relationships special.

This brand book is intended to help you tell our story, so pet owners can see how our products contribute to theirs. The look of this book is an example of how to use the color palette, graphic elements and photography to bring Bayer HealthCare Animal Health to life.

welcome

our story

In the hallways at Bayer HealthCare Animal Health headquarters hang photo after photo of our employees and their pets, each telling a different story about the lives they share. And while no two stories are the same, all of them serve as a constant reminder that here, cats and dogs are family.

Bayer HealthCare Animal Health has spent nearly a century refining the science of pet care. That’s why pet owners trust us to get the basics right for their dogs and cats. Getting the basics right means pet owners can focus less on finding the right products to keep their pets healthy and more on the little things that make their relationships special.

This brand book is intended to help you tell our story, so pet owners can see how our products contribute to theirs. The look of this book is an example of how to use the color palette, graphic elements and photography to bring Bayer HealthCare Animal Health to life.

our values

• to develop groundbreaking products to help the pet community, from veterinarians to pet retailers to shelters, provide the best care possible • to protect the special bond between people and their cats and dogs • to empower pet owners to take an active role in managing their pet’s health

we are

we are not

trustworthy intelligent transparent relationship-driven honest celebratory sincere

opaque questionalbe deceitful stuffy cold arrogant domineering

our values

• to develop groundbreaking products to help the pet community, from veterinarians to pet retailers to shelters, provide the best care possible • to protect the special bond between people and their cats and dogs • to empower pet owners to take an active role in managing their pet’s health

we are

we are not

trustworthy intelligent transparent relationship-driven honest celebratory sincere

opaque questionalbe deceitful stuffy cold arrogant domineering

our pet owners

The relationship people share with their with cats and dogs has changed a lot over the past 100 years.

Throughout that time, one belief has always guided Bayer HealthCare Animal Health: our cats and dogs deserve healthy, comfortable and happy lives just like any other member of the family.

our pet owners are

our pet owners are not

moms dads doting engaged loving concerned involved

disengaged indifferent reactive absentee cheap apathetic

Neguvon, a product to combat mange, is the first specific animal health product launched by Bayer.

Bayer launches Naganol, the first veterinary product to combat blood parasites in animals.

Bayer develops the first vaccine against foot-andmouth disease (FMD).

Bolto, a product to protect small animals against fleas and ticks is launched.

Drontal®, a broad-spectrum dewormer for cats and dogs launches.

Baytril®, a new generation of anti-infectives for the treatment of bacterial infections launches.

Advantage®, an imidacloprid-based, long-acting anti-flea product for dogs and cats launches.

Advantix® flea and tick protection for dogs launches.

Advantage Multi® broad-spectrum protection against heartworm, fleas and intestinal parasites launches.

Profender® Cat, a deworming agent for cats launches.

Profender® Dog a deworming agent for dogs launches.

1919

1923

1948

1968

1983

1987

1996

2000

2004

2005

2009

our pet owners

The relationship people share with their with cats and dogs has changed a lot over the past 100 years.

Throughout that time, one belief has always guided Bayer HealthCare Animal Health: our cats and dogs deserve healthy, comfortable and happy lives just like any other member of the family.

our pet owners are

our pet owners are not

moms dads doting engaged loving concerned involved

disengaged indifferent reactive absentee cheap apathetic

Neguvon, a product to combat mange, is the first specific animal health product launched by Bayer.

Bayer launches Naganol, the first veterinary product to combat blood parasites in animals.

Bayer develops the first vaccine against foot-andmouth disease (FMD).

Bolto, a product to protect small animals against fleas and ticks is launched.

Drontal®, a broad-spectrum dewormer for cats and dogs launches.

Baytril®, a new generation of anti-infectives for the treatment of bacterial infections launches.

Advantage®, an imidacloprid-based, long-acting anti-flea product for dogs and cats launches.

Advantix® flea and tick protection for dogs launches.

Advantage Multi® broad-spectrum protection against heartworm, fleas and intestinal parasites launches.

Profender® Cat, a deworming agent for cats launches.

Profender® Dog a deworming agent for dogs launches.

1919

1923

1948

1968

1983

1987

1996

2000

2004

2005

2009

our look

the endorser brand

The endorser brand links a family of product brands with a shared basic promise, one that customers come to associate with the manufacturer regardless of an individual product’s branding.

A good example is Nestlé Purina Petcare. The familiar red Purina checkerboard logo appears on pet food brands such as ALPO®, Beggin’®, Beneful®, Fancy Feast®, Mighty Dog®, and Whisker Lickin’s®, to name a few. It also appears on non-food products including Tidy Cat cat litter, pet accessories under the Purina PetGear® brand, and multiple websites, social media games, sponsorships and partnerships. The Purina logo supports each product brand with its endorser brand promise of “Nourishing pets. Enriching lives.”

The Bayer HealthCare Animal Health endorser brand promise reflects our commitment to providing high-quality solutions for our pet owners. This commitment is represented by the Bayer logo and our tagline: Science for A Better Life.

Science for a Better Life­­­—what it means

Our tagline is the most concise expression of our story as it applies to Bayer HealthCare Animal Health.

Science for a better life

It is how our employees feel, think and act. The use of the tagline represents both what we want to be and our responsibility.

where and how to use it The Bayer tagline is primarily used for image-building communications. It must always be used in combination with the Bayer Cross in one of the colors/configurations shown.Only in exceptional cases may it be positioned differently (e.g., trade show booths, websites). Special rules apply to the correct spelling for integration into texts.

Please refer to Bayer Identity Net for further direction on how to use both the Bayer Cross logo and our tagline.

Science Pet owners have a positive association with science and trust Bayer’s scientific expertise.

The words “science” and “research” are often part of the flea and tick conversation, implying investigation, knowledge, tested and safe.

for a

better

life

The word “better” resonates with pet owners and implies “health.”

“Life” suggests taking care of the whole family.

Many pet owners regularly refer to their pets as family, children, kids, etc.

our look

the endorser brand

The endorser brand links a family of product brands with a shared basic promise, one that customers come to associate with the manufacturer regardless of an individual product’s branding.

A good example is Nestlé Purina Petcare. The familiar red Purina checkerboard logo appears on pet food brands such as ALPO®, Beggin’®, Beneful®, Fancy Feast®, Mighty Dog®, and Whisker Lickin’s®, to name a few. It also appears on non-food products including Tidy Cat cat litter, pet accessories under the Purina PetGear® brand, and multiple websites, social media games, sponsorships and partnerships. The Purina logo supports each product brand with its endorser brand promise of “Nourishing pets. Enriching lives.”

The Bayer HealthCare Animal Health endorser brand promise reflects our commitment to providing high-quality solutions for our pet owners. This commitment is represented by the Bayer logo and our tagline: Science for A Better Life.

Science for a Better Life —what it means

Our tagline is the most concise expression of our story as it applies to Bayer HealthCare Animal Health.

Science for a better life

It is how our employees feel, think and act. The use of the tagline represents both what we want to be and our responsibility.

where and how to use it The Bayer tagline is primarily used for image-building communications. It must always be used in combination with the Bayer Cross in one of the colors/configurations shown.Only in exceptional cases may it be positioned differently (e.g., trade show booths, websites). Special rules apply to the correct spelling for integration into texts.

Please refer to Bayer Identity Net for further direction on how to use both the Bayer Cross logo and our tagline.

Science Pet owners have a positive association with science and trust Bayer’s scientific expertise.

The words “science” and “research” are often part of the flea and tick conversation, implying investigation, knowledge, tested and safe.

for a

better

life

The word “better” resonates with pet owners and implies “health.”

“Life” suggests taking care of the whole family.

Many pet owners regularly refer to their pets as family, children, kids, etc.

our colors

our photography Bayer green

Our color palette is taken from the Bayer Corporate blue and green. Our primary palette is made up of Bayer blue, green and grey. The secondary palette includes slight variations of these colors. The colors should always start with the greens and transform into the blues to match Bayer corporate guidelines. These colors should be used on graphic elements including connecting lines, dog and cat silhouettes, blends and fades.

Bayer blue

primary palette

Bayer gray

blue green

secondary palette

light blue

dark gray

color mixes for print CMYK Pantone

Bayer green

Bayer blue

Bayer gray

blue green

light blue

dark gray

65/0/100/0

100/10/0/10

0/0/0/70

100/0/51/0

60/0/0/0

0/0/0/80

368

process blue

Cool Gray 11

7472

60% cyan

80% black

Photography brings the Bayer HealthCare Animal Health brand story to life. Our images serve to create an emotional bond between our brand and our consumers. In order to set Bayer HealthCare Animal Health apart, photography must feature a distinctive look — and this look must be consistently applied in all media.

• • • • •

Capture “real” moments Avoid distractions from the dog or cat like people who have distinct personalities themselves Dogs and cats should have natural expressions and body language The viewer should be able easily relate to the scene in an image For further direction on photography guidelines, please refer to Bayer Identity Net

our colors

our photography Bayer green

Our color palette is taken from the Bayer Corporate blue and green. Our primary palette is made up of Bayer blue, green and grey. The secondary palette includes slight variations of these colors. The colors should always start with the greens and transform into the blues to match Bayer corporate guidelines. These colors should be used on graphic elements including connecting lines, dog and cat silhouettes, blends and fades.

Bayer blue

primary palette

Bayer gray

blue green

secondary palette

light blue

dark gray

color mixes for print CMYK Pantone

Bayer green

Bayer blue

Bayer gray

blue green

light blue

dark gray

65/0/100/0

100/10/0/10

0/0/0/70

100/0/51/0

60/0/0/0

0/0/0/80

368

process blue

Cool Gray 11

7472

60% cyan

80% black

Photography brings the Bayer HealthCare Animal Health brand story to life. Our images serve to create an emotional bond between our brand and our consumers. In order to set Bayer HealthCare Animal Health apart, photography must feature a distinctive look — and this look must be consistently applied in all media.

• • • • •

Capture “real” moments Avoid distractions from the dog or cat like people who have distinct personalities themselves Dogs and cats should have natural expressions and body language The viewer should be able easily relate to the scene in an image For further direction on photography guidelines, please refer to Bayer Identity Net

our graphic elements

our graphic elements The graphic elements shown here should be used throughout all Bayer HealthCare Animal Health endorser brand communications.

color fades and the use of lines and bars The color fade from green to blue is inspired by the colors of the Bayer logo at the top of the page.

This design of this book should be used as an example of the correct way to design all graphic treatments including color fades on rules, headlines, subheads, and graphic elements. A .75 point color fade rule and bracket are examples of correct usage. The rules and bar serve as devices for emphasis and to lead the eye to type or graphic elements.

headlines Helvetica New Bold should be use for all headlines.

The color used shoud be the green to blue fade or Bayer gray, which is 70% black. This book shows the headlines in lower case, however the option of a headline with an intial cap is acceptable. Headlines should have minus 10 optical kerning. Headline size should be determined by the tactic, but since it is the main message, it should always be a dominate element of the design.

.25 inch color bar .75 point rule for brackets .75 point rule

.75 point rule with bracket

color fade

circle usage A circle with the green to blue color fade can be used for type callouts, to for icon placement. This treatment can be used to emphasize a message or a graphic symbol.

Circle colors from the Bayer primary and secondary palettes can used as keys to help organize information.

These circles can also be numbered to help guide communication flow.

headline with color fade headline in lowercase Headline with intitial cap

circle with icon

type

circle with type

1

Bayer palette used for colored circles

2 3 4

circles with numbers

our graphic elements

our graphic elements The graphic elements shown here should be used throughout all Bayer HealthCare Animal Health endorser brand communications.

color fades and the use of lines and bars The color fade from green to blue is inspired by the colors of the Bayer logo at the top of the page.

This design of this book should be used as an example of the correct way to design all graphic treatments including color fades on rules, headlines, subheads, and graphic elements. A .75 point color fade rule and bracket are examples of correct usage. The rules and bar serve as devices for emphasis and to lead the eye to type or graphic elements.

headlines Helvetica New Bold should be use for all headlines.

The color used shoud be the green to blue fade or Bayer gray, which is 70% black. This book shows the headlines in lower case, however the option of a headline with an intial cap is acceptable. Headlines should have minus 10 optical kerning. Headline size should be determined by the tactic, but since it is the main message, it should always be a dominate element of the design.

.25 inch color bar .75 point rule for brackets .75 point rule

.75 point rule with bracket

color fade

circle usage A circle with the green to blue color fade can be used for type callouts, to for icon placement. This treatment can be used to emphasize a message or a graphic symbol.

Circle colors from the Bayer primary and secondary palettes can used as keys to help organize information.

These circles can also be numbered to help guide communication flow.

headline with color fade headline in lowercase Headline with intitial cap

circle with icon

type

circle with type

1

Bayer palette used for colored circles

2 3 4

circles with numbers

our graphic elements

our graphic elements

Lorem ipsum dolor sit amet,

bracketed copy

dog and cat icons usage An icon for a dog and a cat has been created for communication graphic. The icons are the preferred usage in the place copy when appropriate as a quick communication device. For example, on a chart, rather than using the words “dog” and “cat” use these icons as symbols to call out product for each species.

Another usage for the two icons are to show a product is for both dogs and cats, especially when photography only shows one of the species.

color fade

Brackets can be used around a copy phrase to emphasize the thought. If appropriate, the dog and cat icon can be part of the design as shown.

bracketed copy with collor fade

sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Bayer gray

Lorem ipsum dolor sit amet, consectetur adipiscing elit,

Bayer blue The icons should usually be shown in the outlined form, in any of colors in the approved color palette, and reverse white when shown on a dark background or photo. The dog and cat may be used together or each icon may used separately.

consectetur adipiscing elit,

bracketed copy with dog and cat icon reversed white

icons used separately

screened color fades A screened green to blue color fade can be used to add color to charts or as a graphic element on a prodominently white page.

color fade

sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

our graphic elements

our graphic elements

Lorem ipsum dolor sit amet,

dog and cat icons usage An icon for a dog and a cat has been created for communication graphic. The icons are the preferred usage in the place copy when appropriate as a quick communication device. For example, on a chart, rather than using the words “dog” and “cat” use these icons as symbols to call out product for each species. Another usage for the two icons are to show a product is for both dogs and cats, expecially when photography only shows one of the species.

The icons should usually be shown in the outlined form, in any of colors in the approved color palette, and reverse white when shown on a dark background or photo. The dog and cat may be use together or each icon may be seperately

bracketed copy color fade

Brackets can be used around a copy phrase to emphasize the thought. If appropriate, the dog and cat icon can be part of the design as shown.

bracketed copy with collor fade

consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Bayer gray

Lorem ipsum dolor sit amet, consectetur adipiscing elit,

Bayer blue bracketed copy with dog and cat icon reversed white

icons used seperately

screened color fades A screened green to blue color fade can be used to add color to charts or as a graphic element on a prodominently white page.

color fade

sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Cat Homepage

our digital identity

our language Speaking pet owners’ language We always say …

We sometimes say …

We do not say …

Veterinarian recommended

Veterinarian approved Veterinarian endorsed Veterinarian formulated

Recommendation

Consultation Diagnosis

Preventive Treatment

Prevention Preventive treatment

Treat or treatment Regular Prevent

Seasonal Year-round Consistent

Regimen Routine

Family Best friend

Pet owner Companion

Parent Pet products Animal health

Pet health products Fleas Ticks

Child Four-legged family member Furry friend

Heartworm Mosquitoes

Parasites

Insects Bugs

Unprotected

Disease Infestation

Proven

Safety

Efficacy Compliance

Company

Brand

Protecting pets from fleas and ticks is one of the basic responsibilities of being a pet owner.

But, more importantly, keeping pets happy and healthy keeps the relationship between pet and pet owner strong — and shows how much a pet owner cares for their pet.

Concept: For A Better Life

Desktop

Entrance - Cat Highlighted

The Pet Basics website is a place to learn more about the essentials that keep pets well with products that are proven, safe and that work.

From our name to our logo mark, Pet Basics merges the trust-worthiness of the Bayer established brand with the emotion that comes with caring for pets.

Worms Pests

Dose Application Product Manufacturer Trust Expertise Knowledge

Confidence Assured Heritage

1

Cat Homepage

our digital identity

our language Speaking pet owners’ language We always say …

We sometimes say …

We do not say …

Veterinarian recommended

Veterinarian approved Veterinarian endorsed Veterinarian formulated

Recommendation

Consultation Diagnosis

Preventive Treatment

Prevention Preventive treatment

Treat or treatment Regular Prevent

Seasonal Year-round Consistent

Regimen Routine

Family Best friend

Pet owner Companion

Parent Pet products Animal health

Pet health products Fleas Ticks

Child Four-legged family member Furry friend

Heartworm Mosquitoes

Parasites

Insects Bugs

Unprotected

Disease Infestation

Proven

Safety

Efficacy Compliance

Company

Brand

Protecting pets from fleas and ticks is one of the basic responsibilities of being a pet owner.

But, more importantly, keeping pets happy and healthy keeps the relationship between pet and pet owner strong — and shows how much a pet owner cares for their pet.

Concept: For A Better Life

Desktop

Entrance - Cat Highlighted

The Pet Basics website is a place to learn more about the essentials that keep pets well with products that are proven, safe and that work.

From our name to our logo mark, Pet Basics merges the trust-worthiness of the Bayer established brand with the emotion that comes with caring for pets.

Worms Pests

Dose Application Product Manufacturer Trust Expertise Knowledge

Confidence Assured Heritage

1

Variations our digital identity The graphic elements shown here should be used throughout all Bayer HealthCare Animal Health endorser brand communications.

Pet Basics overview The Pet Basics identity is designed to communicate Bayer’s commitment to guiding pet owners through the unexpected headaches that arise with pet ownership.

logo style

Bayer Bayer Aquisition Aquisition Site Site Variations Pet Pet Basics Basics Logo Logo

our digital identity

Bayer Aquisition Site Variations Variations Pet Basics Logo

logo sizes

variations

Minimum padding requirements should be adhered to in all uses. Special permissions may be granted on a case-by-case basis.

two color

A minimum height of 50 px and width of 147 px is • Two color required for all web uses. When possible center logo Preferred use on all desktop•web mediums.

three color

For logo readability, a minimum height of 39.5 px and width of 117 px is required for all uses on a mobile platform.

one color

The logo is comprised of two typefaces to illustrate the emotional and scientific facets of the Pet Basics brand.

The second clean, precise font signifies Bayer’s historic past and scientific innovation.

The “from Bayer” subtext is a required element of the mark and should never be removed or modified in any way aside from the approved color variations.

[alternative use]

[for light background use]

[for dark background use]

color mixes for digital Bayer green

The grey Pet Basics logo with blue subtext is the preferred logo for all web and print use.

[preferred use]

one color

• Three color • Alternative use

The first stylized font adds an approachable, emotional character to the logo and the brand.

Variations

Bayer blue

Bayer gray

100/10/0/10

0/0/0/70

RGB 107/194/0

0/144/197

103/103/103

HEX #6BC200

#0090C5

#676767

CMYK 65/0/100/0

• One color on dark background

Variations our digital identity The graphic elements shown here should be used throughout all Bayer HealthCare Animal Health endorser brand communications.

Pet Basics overview The Pet Basics identity is designed to communicate Bayer’s commitment to guiding pet owners through the unexpected headaches that arise with pet ownership.

logo style

Bayer Bayer Aquisition Aquisition Site Site Variations Pet Pet Basics Basics Logo Logo

our digital identity

Bayer Aquisition Site Variations Variations Pet Basics Logo

logo sizes

variations

Minimum padding requirements should be adhered to in all uses. Special permissions may be granted on a case-by-case basis.

two color

A minimum height of 50 px and width of 147 px is • Two color required for all web uses. When possible center logo Preferred use on all desktop•web mediums.

three color

For logo readability, a minimum height of 39.5 px and width of 117 px is required for all uses on a mobile platform.

one color

The logo is comprised of two typefaces to illustrate the emotional and scientific facets of the Pet Basics brand.

The second clean, precise font signifies Bayer’s historic past and scientific innovation.

The “from Bayer” subtext is a required element of the mark and should never be removed or modified in any way aside from the approved color variations.

[alternative use]

[for light background use]

[for dark background use]

color mixes for digital Bayer green

The grey Pet Basics logo with blue subtext is the preferred logo for all web and print use.

[preferred use]

one color

• Three color • Alternative use

The first stylized font adds an approachable, emotional character to the logo and the brand.

Variations

Bayer blue

Bayer gray

100/10/0/10

0/0/0/70

RGB 107/194/0

0/144/197

103/103/103

HEX #6BC200

#0090C5

#676767

CMYK 65/0/100/0

• One color on dark background

legal guidelines

legal guidelines Bayer HealthCare Animal Health Trademarks Rules & Uses • Trademarks must be used on all products. Both Bayer and the Bayer Cross must be used on all packaging and other product-related materials.

• Trademarks must be used in the correct form. The incorrect use of a trademark, even if it is only in company correspondence, weakens the trademark. The correct use of a trademark is described in the table below.

Use of the trademark symbols ™ and ® The ® symbol stands for “registered” and is used only when trademarks have been registered in the respective country where the product will be sold.

The ™ symbol may be used if the trademark has been filed with the trademark office, but is not yet registered.

The ® symbol is placed after all registered trademarks except the Bayer and Bayer Cross trademarks. These two corporate marks are always used without the ® due to their special nature and for aesthetic reasons.

In all other cases, the ® should always be placed immediately after the trademark. As a rule, this is only the product name without suffixes and descriptive terms, e.g. Seresto® and K9 Advantix® II. Since only the product names themselves are registered trademarks, the ® comes after the name.

US Legal/Trademark Lines

How our trademarks have to be used Bayer should never be used in the possessive form (genitive) in connection with product trademarks.

Avoid using “Bayer” immediately in front of a product trademark. This could create the false impression that the product trademark does not exclusively belong to Bayer.

Never use a trademark in the plural or spell it incorrectly.

The following guidelines are specific to US Animal Health

Wrong:

Bayer’s Seresto®

Right:

K9 Advantix II from Bayer

Wrong:

Bayer Advantage® II

Right:

Seresto®, a product of Bayer HealthCare Animal Health

Wrong:

Several Advantages®

Right:

Advantage Multi® for Dogs (imidacloprid + moxidectin)

Wrong:

Advantage® II’s formulation

Right:

The formulation of Advantage II

®

Never use a trademark in the possessive form.

Never shorten a trademark.

®

• Always include (unless otherwise directed): • Bayer © line • Bayer ™ line when a piece contains the Bayer logo or any trademarked brands.

• Other ™ lines if additional companies’ products appear.

• Legal lines are set in small type (no less than 6-point).

• Legal lines appear following any fair balance and footnotes. The Bayer literature number typically appears with the legal lines, or nearby.

US copyright The copyright line usually appears on a separate line with no period following the ZIP. the product will be sold.

Standard US Format: ©2015 Bayer HealthCare LLC, Animal Health, Shawnee Mission, Kansas 66201 Exception for US Email: ©2015 Bayer HealthCare LLC, Animal Health, P.O. Box 390, Shawnee Mission, Kansas 66201-0390, USA Exception for US Digital and Very Small Formats: ©2015 Bayer HealthCare LLC —or sometimes— ©2014 Bayer Exception when all US legal lines are run together: ©2015 Bayer HealthCare LLC, Animal Health, Shawnee Mission, Kansas 66201, USA. Bayer, the Bayer Cross and Advantage are registered trademarks of Bayer. [ Sometimes the legal lines must be run together, either visually with no extra space separating the copyright line from the trademark lines, or run on in a single paragraph. In this case, a period is used after the ZIP or USA.]

Never combine a trademark with other word elements, logos or marks unless the Trademarks Department has explicitly approved this

Please refer to Bayer Identity Net for further direction on legal guidelines.

legal guidelines

legal guidelines Bayer HealthCare Animal Health Trademarks Rules & Uses • Trademarks must be used on all products. Both Bayer and the Bayer Cross must be used on all packaging and other product-related materials.

• Trademarks must be used in the correct form. The incorrect use of a trademark, even if it is only in company correspondence, weakens the trademark. The correct use of a trademark is described in the table below.

Use of the trademark symbols ™ and ® The ® symbol stands for “registered” and is used only when trademarks have been registered in the respective country where the product will be sold.

The ™ symbol may be used if the trademark has been filed with the trademark office, but is not yet registered.

The ® symbol is placed after all registered trademarks except the Bayer and Bayer Cross trademarks. These two corporate marks are always used without the ® due to their special nature and for aesthetic reasons.

In all other cases, the ® should always be placed immediately after the trademark. As a rule, this is only the product name without suffixes and descriptive terms, e.g. Seresto® and K9 Advantix® II. Since only the product names themselves are registered trademarks, the ® comes after the name.

US Legal/Trademark Lines

How our trademarks have to be used Bayer should never be used in the possessive form (genitive) in connection with product trademarks.

Avoid using “Bayer” immediately in front of a product trademark. This could create the false impression that the product trademark does not exclusively belong to Bayer.

Never use a trademark in the plural or spell it incorrectly.

The following guidelines are specific to US Animal Health

Wrong:

Bayer’s Seresto®

Right:

K9 Advantix II from Bayer

Wrong:

Bayer Advantage® II

Right:

Seresto®, a product of Bayer HealthCare Animal Health

Wrong:

Several Advantages®

Right:

Advantage Multi® for Dogs (imidacloprid + moxidectin)

Wrong:

Advantage® II’s formulation

Right:

The formulation of Advantage II

®

Never use a trademark in the possessive form.

Never shorten a trademark.

®

• Always include (unless otherwise directed): • Bayer © line • Bayer ™ line when a piece contains the Bayer logo or any trademarked brands.

• Other ™ lines if additional companies’ products appear.

• Legal lines are set in small type (no less than 6-point).

• Legal lines appear following any fair balance and footnotes. The Bayer literature number typically appears with the legal lines, or nearby.

US copyright The copyright line usually appears on a separate line with no period following the ZIP. the product will be sold.

Standard US Format: ©2017 Bayer HealthCare LLC, Animal Health, Shawnee Mission, Kansas 66201 Exception for US Email: ©2017 Bayer HealthCare LLC, Animal Health, P.O. Box 390, Shawnee Mission, Kansas 66201-0390, USA Exception for US Digital and Very Small Formats: ©2017 Bayer HealthCare LLC —or sometimes— ©2014 Bayer Exception when all US legal lines are run together: ©2017 Bayer HealthCare LLC, Animal Health, Shawnee Mission, Kansas 66201, USA. Bayer, the Bayer Cross and Advantage are registered trademarks of Bayer. [ Sometimes the legal lines must be run together, either visually with no extra space separating the copyright line from the trademark lines, or run on in a single paragraph. In this case, a period is used after the ZIP or USA.]

Never combine a trademark with other word elements, logos or marks unless the Trademarks Department has explicitly approved this

Please refer to Bayer Identity Net for further direction on legal guidelines.

notes

notes

Science for a better life

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