Amgen Brand Guidelines (Unofficial)

Brand Guidelines

amgen.com

Our belief — and the core of our strategy — is that innovative, highly differentiated medicines that provide large clinical benefits in addressing serious diseases are medicines that will not only help patients, but also will help reduce the social and economic burden of disease in society today.

Table of Contents 1. Introduction

5

1.1. Who We Are 1.2. Our Heritage 1.3. Our Mission 1.4 Key Milestones 1.5. Products

6 8 10 12 13

2. Our Logo 2.1. Logo Development 2.2. Simplify & Iconify 2.3. The Amgen Logo 2.4. Logo Usages 2.5. Genetics Pattern

15 16 18 20 22 28

3. Colours

31

4. Typography

35

5. Applications

37

5.1. Bringing our identity to life 5.2. Letterhead 5.3. Business Card 5.4. Envelope

38 39 41 43

6. On-pack 6.1. Vial Label

45 46

Introduction

Amgen is ranked & honored as one of the world’s leading biotechnology companies.

Founded in 1980, we have grown to be one of the world’s leading independent biotechnology companies. Amgen is a values-based company, deeply rooted in science and innovation to transform new ideas and discoveries into medicines for patients with serious illnesses.

We focuse on areas of high unmet medical need and leverages its expertise to strive for solutions that improve health outcomes and dramatically improve people’s lives.

At Amgen, we believe in a “biology first” approach. We use cutting-edge science and technology to study the subtlest biological mechanisms in search of therapies that will improve the lives of those who suffer from serious diseases. Amgen believes the cure for disease can be found inside each and every one of us. This approach begins by using tools like advanced human genetics to unravel the complexities of disease and understand the fundamentals of human biology.

6

Focus on Biology Amgen is helping to solve fundamental mysteries of biology.

Our deep understanding of biological pathways has been the cornerstone of Amgen’s scientific success. Our protein engineers are designing new molecular structures, employing nature’s own building blocks to try to interdict disease and redefine what a medicine can accomplish.

WHO WE ARE With unprecedented genetic information available on a large scale, a diverse array of drug modalities and more sophisticated analytic tools, we’re connecting the dots between DNA and treating disease.

We are approaching the development of promising new medicines with greater understanding, speed and confidence than ever before.

Leveraging innovation at virtually every stage in the process of getting a medicine to market—from advanced understanding of human genetics to protein engineering to accomplishing large-scale clinical trials to reliably producing biologics to reaching patients on a global scale.

But the work doesn’t stop here.

We recognize that innovation comes from many sources.

Sometimes it comes from inside our own labs—but not always.

That is why we travel the globe in search of the most promising opportunities for patients, while simultaneously advancing innovation discovered within our own walls.

At Amgen, we observe, we theorize, we test. And if we come up short, we regroup, rethink and attack the problem again. On those days when we hit the mark, disease suffers another blow. Humanity takes another step forward.

Then we get back to work, searching for the answers that exist all around us and deep within.

Fu-Kuen Lin examines x-ray film to identify gene coding for erythropoietin. The black areas show bacterial colonies containing the gene.

7

OUR HERITAGE CULTURE OF SCIENCE & INNOVATION The story of Amgen began more than three decades ago with a simple idea—that emerging research in genetics could lead to very exciting opportunities if the right scientists could be assembled and given the appropriate resources. Amgen has since grown to be the world’s largest independent biotechnology company, launching some of the biotechnology industry’s first blockbuster therapies, and subsequently changing the course of medicine. As a company, we could not have accomplished what we did were it not for our commitment to building a culture that embraces science and innovation—a culture that continues to shape who we are today.

DELIVERING FOR PATIENTS Amgen is counted among the early pioneers of biologic medicines. Our therapies have since reached millions of patients worldwide. Our scientists have characterized key biologic processes that have led to the development of innovative, first-in-class therapies. We have shaped the scientific world’s understanding of certain disease processes. We have also engineered new types of therapeutic platforms.

AMGEN FOUNDATION The Amgen Foundation seeks to advance excellence in science education to inspire the next generation of innovators, and invest in strengthening communities where Amgen staff members live and work. To date, the Foundation has donated more than $250 million in grants to local, regional and international nonprofit organizations that impact society in inspiring and innovative ways. The Amgen Foundation brings the excitement of discovery to the scientists of tomorrow through several signature programs, including Amgen Scholars, Amgen Biotech Experience, and Amgen Teach.

For more information, visit www.AmgenInspires.com.

The story of Amgen began more than three decades ago with a simple idea— that emerging research in genetics could lead to very exciting opportunities if the right scientists could be assembled and given the appropriate resources.

For more information about Amgen’s heritage, visit amgenhistory.com

9

Innovative Medicines

World-Class Bioproduction

Transformative Research

We have a presence in approximately 100 countries and regions worldwide and our innovative medicines have reached millions of people in the fight against serious illnesses. We focus on six therapeutic areas: cardiovascular disease, oncology, bone health, neuroscience, nephrology & inflammation. Our medicines typically address diseases for which there are limited treatment options, or they are medicines that provide a viable option to what is otherwise available.

The treatment of millions of seriously ill patients worldwide depends on the safe and reliable production of biologic medicines, which are administered by injection or intravenously. A worldwide leader in biologics manufacturing, Amgen has an outstanding track record of reliably delivering high-quality remedies to patients who need them. Significant skill, experience, vigilance and commitment are critical to help ensure the quality of a biologic medicine each time a new batch is made. At Amgen, robust quality control and a reliable supply of medicines for patients are every bit as important as scientific innovation.

Understanding the fundamental biological mechanisms of disease is a defining feature of Amgen’s discovery research efforts —and a major contributor to the development of Amgen’s deep and broad pipeline of potential new medicines. Amgen’s “biology first” approach permits its scientists to first explore the complex molecular pathways of disease before determining what type of medicine, or modality, is most likely to deliver optimal efficacy and safety.

With the advances in human genetics, Amgen continues to shed new light on the molecular roots of disease. Amgen subsidiary deCODE Genetics, a global leader in human genetics, is a powerful differentiator, greatly improving how we identify and validate human disease targets.

OUR MISSION “ To Serve Patients ”

At Amgen, our mission is to serve patients.

Our nearly 20,000 staff members around the world have a deep commitment to this mission. We are fully aware of both the privilege and the responsibility that goes along with this important work. We come to work knowing that with every decision made, we have the ability to make significant differences in the lives of those impacted by serious illnesses.

AMGEN VALUES Be science-based Compete intensely and win Create value for patients, staff and stockholders Be ethical Trust & respect each other Ensure quality Work in teams Collaborate, communicate and be accountable

OUR ASPIRATION We aspire to be the best human therapeutics company. We will live the Amgen Values and use science and innovation to dramatically improve people’s lives.

OUR STRATEGY The strategy at Amgen is clear—to develop innovative medicines that meet important unmet medical needs. This focus guided us when we developed our first medicine nearly four decades ago for patients suffering from kidney disease. The same unwavering focus inspired us as we have launched new and innovative products, including our novel medicine for certain patients at risk for heart disease, the most significant unmet medical need facing society today.

Indeed, the common denominator for products we develop in all six focused therapeutic areas— cardiovascular disease, oncology, bone health, nephrology, neuroscience and inflammation—is the innovative contribution they make to addressing serious illness.

Dawn of the Bio - Century Never before have we been in a better position to understand and combat human disease. Biotechnology has evolved rapidly in the past three decades. And yet we remain an industry in its infancy, which means we have only begun to realize the full potential of biotechnology and how it can benefit human health.

Many of the past century’s breakthrough innovations were in the areas of physics and information technology.

We believe we have entered an exciting new era—the Bio-Century—where there is great potential for new discoveries as we gain a deeper understanding of human biology and biotechnology.

Major advances in DNA sequencing and gene therapy are leading to exciting opportunities in discovery research. We also see growing global demand for biologic medicines on the horizon due to factors ranging from greater access to healthcare to aging populations to new kinds of cancer treatments. And investments are being made based on extensive knowledge of biologics manufacturing to improve existing processes and technologies to help further optimize the outcomes we deliver to patients.

Amgen is well positioned to break new ground in our industry—at the dawn of the Bio-Century—and serve more patients with our therapeutics worldwide.

11

KEY MILESTONES 1980

Amgen is established in Thousand Oaks, California

1983

Amgen employee Fu-Kuen Lin clones erythropoietin gene

1985

Research team at Amgen clones granulocyte colony-stimulating factor (G-CSF)

1989

EPOGEN® (epoetin alfa) is approved

1991

NEUPOGEN® (filgrastim) is approved

2001

Aranesp® (darbepoetin alfa) is approved

2002

Immunex, developer of Enbrel® (etanercept), is acquired Neulasta® (pegfilgrastim) is approved

12

2004

Sensipar®/Mimpara® (cinacalcet) is approved

2006

Vectibix® (panitumumab) is approved

2008

Nplate® (romiplostim) is approved

2010

Prolia® (denosumab) and XGEVA® (denosumab) are approved

2012

deCODE Genetics, a global leader in human genetics, is acquired Micromet, Inc., is acquired

2013

Amgen-Betta Pharmaceuticals joint venture established in China Amgen Astellas BioPharma K.K. announces Japan alliance Onyx Pharmaceuticals is acquired

2014

Amgen Singapore Manufacturing Pte. Ltd. construction is completed Asia Research and Development Center opened in Shanghai, China BLINCYTO® (blinatumomab) is approved

2015

Corlanor® (ivabradine) is approved Repatha® (evolocumab) is approved IMLYGIC® (talimogene laherparepvec) is approved

PRODUCTS Aranesp® (darbepoetin alfa) BLINCYTO® (blinatumomab) Corlanor® (ivabradine) Enbrel® (etanercept) EPOGEN® (epoetin alfa) IMLYGIC® (talimogene laherparepvec) KYPROLIS® (carfilzomib) Neulasta® (pegfilgrastim) NEUPOGEN® (filgrastim) Nplate® (romiplostim) Prolia® (denosumab) Repatha® (evolocumab) Sensipar® / Mimpara® (cinacalcet) Vectibix® (panitumumab) XGEVA® (denosumab) For information about our pipeline and therapies, visit www.amgen.com.

13

Never before have we been in a better position to understand & combat human disease.

Our Logo

LOGO DEVELOPMENT Amgen has had three logos in its history. This is our first official logo.

1983

Farmers herd sheep near the Ventura Highway in this 1967 archival image.

The Security Bank building would become the future site of Building 29 on Amgen’s Thousand Oaks campus.

Photo courtesy of Ed Lawrence.

1993

This Amgen logo has been appearing on our packages, buildings and media since 1993 until present.

Simplify & Iconify Celebrating the 40th year since Amgen is established, the new logo speaks to us at the exceptionally most noteworthy level and is crucially vital to Amgen. It portrays our trademark, an emblem of biotech and innovation.

It is, and ought to continuously be, the foremost steady component in our communications. In arrange to sustain this consistency, a number of basic guidances ought to be followed.

18

NOTE: It is important that Amgen is still our legal entity address and should be used in all instances when we are referring to the company from a legal perspective. For example, on letter headed stationery, back of pack or patient literature.

Logo Elements Amgen logo The Amgen logo is a core element of our brand. Each element of the Amgen logo has a fixed size and position. The Amgen logo is not created from an existing font and exists as a unique set of master artwork files.

Master artwork files Our symbol may exclusively be replicated from master artwork records and must not be redrawn, retyped or modify in any way.

20

1

2

Genetics

Medical Cross

(DNA Strands)

3

4 stars:

40 years of innovating and helping patients since 1980.

4

Unique set of logotype 21

PRIMARY USAGE – Full-colour recommended Amgen logo

The full-colour recommended Amgen logo should be used on a white background.

PRIMARY USAGE – Single colour, blue logo

The single colour blue logo can only be used on a light background & bright images.

22

SECONDARY USAGE – Full-colour Amgen logo

The full-colour secondary Amgen logo should be used on a blue background.

PRIMARY USAGE – Single colour, white-out logo

The single colour white logo can be used on a dark background & lowbrightness images.

23

RECOMMENDED USE LOGO Our recommended logo is the full-colour gradient version of the Amgen logo and should always be your first choice.

Do not use the full-colour version on-pack.

EXCEPTIONAL USE LOGO The single colour grey logo should only be used inexceptional circumstances.

24

SECONDARY USE LOGO This logo is the secondary version of the Amgen logo and is used incase the recommended logo is not visible on dark colour background.

Do not use the full-colour version on-pack.

ALTERNATIVE USE LOGO When you can’t use the full-colour logo, please use either the white-out or single colour blue version.

These should be used when the background image or colour is too light or cluttered to hold the full colour version.

The white-out and single colour blue are also suitable for use on-pack. Please see ‘On-pack’ section for information on application of the logo on-pack.

25

SIZE To maintain full legibility, never reproduce the logo on width side smaller than 1,5 cm (for print) or 100 pixels (for screen).

There is no maximum size limit, but use discretion when sizing the logo. It should never be the most dominant element on the page, but instead should live comfortably and clearly as an identifying mark.

≼ 1.5cm or 100px

CLEAR SPACE To ensure that clear space is maintained around the logo for legibility andprominence, photos, text and graphic elements must follow the guidelines illustrated here.

Use as a measuring tool to help maintain clearance.

26

MISUSE

Don’t attach the old “AMGEN” logo to the new Amgen logotype

Don’t crop the logo

Don’t stretch, condense or change the dimensions of the logo

Don’t skew or bend the logo

Don’t rotate the logo

Don’t attach the old “AMGEN” logo to the new Amgen logotype

Don’t use colours other than those specified in this document

Don’t distort the logo

Don’t alter and rearrange the placement or scale of the logotype

27

GENETICS PATTERN This pattern adds texture and depth when overlaid onto Amgen’s documents.

The genetics pattern should be blue on bright backgrounds/white for dark backgrounds, set to between 50 & 90 percent opacity in Adobe Creative Suite.

28

29

30

Colours

COLOUR PALETTE

The Amgen colour palette has two layers: primary and secondary palettes, each with its own subgroupings of colours.

The primary palette is broken into heritage and alternate heritage colours.

The secondary palette is broken into four groups: neutrals, vibrants, brights & darks. Each is represented by a column in the grid on the side, with colours getting progressively darker in value from left to right.

The following pages break down each column into individual colours and show ways to create unique colour palettes within the larger Berkeley palette.

32

C: 92 M: 64 Y: 11 K: 0

C: 95 M: 65 Y: 20 K: 35

C: 0 M: 25 Y: 70 K: 0

C: 0 M: 40 Y: 90 K: 0 SECONDARY

PRIMARY C: 13 M: 3 Y: 0 K: 0 C: 50 M: 10 Y: 25 K: 5 C: 70 M: 40 Y: 50 K: 0 C: 75 M: 45 Y: 50 K: 25 C: 50 M: 60 Y: 0 K: 0 C: 80 M: 90 Y: 0 K: 0 C: 55 M: 15 Y: 100 K: 0 C: 55 M: 15 Y: 100 K: 33 50

34

Typography

35

RECOLETA FAMILY FONT

Recoleta is an Open Type font family made up of two styles, each with seven weights and an extensive character set. Each style includes small capitals, fractions, standard ligature, lining and oldstyle figures, and more.

RECOLETA

California

Aa Aa Aa Aa Aa Aa Aa

Aa Aa Aa Aa Aa Aa Aa Thin

Light

Regular

Medium

Semi

Bold

Black

RECOLETA ALTERNATIVE

California

Aa Aa Aa Aa Aa Aa Aa

Aa Aa Aa Aa Aa Aa Aa Thin

NEXA FAMILY FONT

Nexa is an Open Type font family made up of two styles, each with six weights and an extensive character set. Each style includes small capitals, fractions, standard ligature, lining and oldstyle figures, and more.

Light

Regular

Medium

Semi

Bold

Black

NEXA

California

Aa Aa Aa Aa Aa Aa

Aa Aa Aa Aa Aa Aa Thin

Light

Regular

Bold

Heavy

Black

NEXA TEXT

California Aa

Aa Aa Aa Aa Aa

Aa Aa Aa Aa Aa Aa 36

Thin

Light

Regular

Bold

Heavy

Black

Applications 37

Bringing our identity to life The following examples were created to show how existing pieces can be reimagined using the new Amgen tools. A thumbnail of the original layout provides a source of inspiration for the revised design. In addition, a short creative brief is given to provide context to the situation, as well as a list of the new elements used in the new design.

The photographs used in the following samples are for demonstration only and may not feature approved images for Amgen.

38

APPLICATIONS

Letterhead

One Amgen Center Drive Thousand Oaks, CA 91320-1799 amgen.com/contact-us +1 805-447-1000

39

40

APPLICATIONS

Business Card

Dr. Luis Armstrong

l.armstrong@amgen.com Thousand Oaks, CA 91320-1799 amgen.com

+1 333-333-3333

41

42

APPLICATIONS

Envelope

43

44

On - pack

45

46 Sterile Solution No Preservative

For Subcutaneous or Intravenous Use Only

A Recombinant Granulocyte Colony Stimulating Factor (rG CSF) derived from E Coli

Amgen Inc. Thousand Oaks, CA 91320 U.S.A.

300 g/ml

U.S. License No. 1080

quo in genere peccetur .

Scrupulu m, inquam, abeunti; Quamqu am

Refridgerate at 2o to 8o (36o to 46oF). Avoid Shaking.

Each vial contains 20 mg pravastatin sodium USP WARNING : KEEP OUT OF THE REACH OF CHILDREN TAMPER : Dont use this product if Lorem ipsum dolor sit amet, consectetur adipiscing elit. Haec et tu ita posuisti, et verba vestra sunt.

Licet hic rursus ea commemores, quae optimis

Take change of your health by taking your medication properly.

NDC 55513-530-10

APPLICATIONS

Vial Label

47

48

49