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All great identities grow with the times


2 | Our Brand Identity

Nycomed’s visual identity has evolved. It has been updated so that it is better aligned with today’s needs. It helps explain our company in a fresher, clearer way so that people understand us better. It provides a clear point of difference between us and our competitors. It supports our strategic objectives. All the principles have been designed to support the communication and delivery of the Nycomed brand, inspiring our people and customers alike. By embracing these principles, you will contribute to a strong and professional business looking to the future with optimism and confidence.

Our Brand Identity | 3

EVOLUTION

CLARITY

What’s new? Some things have changed only a little. The logo looks pretty much the same, but has been fine tuned to make it bolder yet be more legible. It works better in small sizes. The colour palette has been expanded and brightened a little. The biggest change is the addition of illustrations and the definition of a strong photographic style.

The split between corporate and product branding has been made more explicit in these guidelines. This is to support the company’s strategy of developing strong individual product brands which have a unique visual look.

The combination of all these changes creates a distinctive look and personality, and helps connect us with our customers. Having an appropriate kit parts is important in establishing a strong identity. Using the tools properly is what continually gives us the edge. Consistency and quality are our watchwords. This document provides an overview of the identity update, and shows the framework for its application. More detailed specifications and guidelines are available on request to those who need them.

The guidelines provide a flexible platform that will be expanded and updated. New illustrations, photography and graphic examples will be added over time. Specifications may also be amended as needs develop and change. To ensure that you have the latest copy, please view the guidelines on: www.nycomed-share.com

This strategy means that the daily impact of the new corporate identity on most people’s work will be minimal. The greatest impact will in the Microsoft templates and ensuring that we use the logo correctly. Where the corporate visual identity will be most visible is in the new Nycomed website, the company presentation, in recruitment advertising and in corporate brochures like the annual reports.


4 | Our Brand Identity

Our Brand Identity | 5

Our brand story. Nycomed’s corporate identity is more than just how we look. It is also about what we say and, most importantly, about what we do. The right identity for our business should be distinctive and compelling, capturing the values and personality of the organisation and all that it stands for. Our brand is developed to reflect and underpin our mission to improve healthcare and our vision to be the preferred partner in Europe.


6 | Our Brand Identity

Our Brand Identity | 7

OUR MISSION

OUR VISION

EVER CLOSER

We focus on Europe to get closer to the needs of people and the medical profession that serves them. That’s why so many of our employees are in contact with the healthcare profession; why we can translate our knowledge into solutions that have a positive impact on healthcare locally; and why every employee is empowered to make a difference wherever they work.

The vision guiding our business is to be the preferred partner in Europe. By understanding European’s ever-changing needs and constantly improving to meet them, we will be the best possible pharmaceutical business partner, and the partner preferred by European healthcare professionals.

Our commitment is to be ever closer to:

• Healthcare professionals: Respect them for the work they do and value their experience with our products

• Patients: See the person behind the patient and provide the choice, quality and usability that are fundamentals in healthcare

• Together: A big company run like a small company where everyone can make a difference

• Business partners: Working together to make every product a success

• Our owners: Justify the trust we receive • Authorities: Recognize that we have a common goal to provide medicines that fit Europe

• Society: Understand our role in an ever changing Europe and act according to our responsibilities


8 | Our Brand Identity

Our Brand Identity | 9

Colours

Our basic elements. The ‘identity wheel’, shown opposite, illustrates the key elements that make up our visual appearance. They comprise our logo, our colour palette, typeface, illustrations and photographic style. These elements are the ‘DNA’ of our identity. Although they may be used in different combinations and in different emphases, they build a unique, distinctive and recognisable look.

Illustrations

Photography

Gill Sans Regular

abcdefghijklmnopqrs

ABCDEFGHIJKLMNO

12345@%&?!*()¢ Typography

Packaging is not included in this document, but it is important to emphasise that the illustrations and photography are never used in packaging. This booklet is intended to give a broad overview and focuses especially on the corporate look and feel. For detail on specific applications, refer to the full guidelinesavailable from www.nycomed-share.com


10 | Our Brand Identity

Our Brand Identity | 11

UPDATING THE LOGO

LOGO POSITIONING

The Nycomed logo is already established as a recognizable part of our identity for customers and patients. Therefore only small changes were made to embolden the letters and give them a little more letter spacing, and making better use of the parallelogram shape, it means that the logo is now more readable in smaller sizes.

Because of the distinctive shape of the Nycomed logo, it is important to carefully consider where it should be positioned on applications. To anchor it into the design, the logo should normally be placed in a corner of the page.

LOGO POSITIONING

Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ Our Reference: FDM/000/00000 Your Reference: AN0/1234 17 March, 2004

Dear Sir, This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words normal letter frequencies, it then cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using the ordinary words with normal letter frequencies, it cannot deceive the eye or brain. As a simulation of actual copy, using ordinary words with actual simultext normal regular letter frequencies, it cannot deceive the eye or brain. Approximate to text have the inherent actual disadvantages that they distract attention towards themselves. Simultext may be produced in to any typeface, at whatever size and formats required. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no real meaning. As a real simulation of actual copy, using ordinary words with normal letter dummy frequencies, it cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Simultext may be produced in any typeface, at whatever size required.

Yours Sincerely

Any Other Job title

Nycomed Group P.O. Box 88, Langebjerg 1 Dk-4000 Roskilde, Denmark

T +45 46 77 11 12 F +45 46 75 42 72 www.nycomed.com

Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ

Annual Report | 2003 Getting closer to our investors

Getting closer to the medical profession

Understand our brand


THE EXCLUSION ZONE

MINIMUM SIZE

VERSIONS OF THE NYCOMED LOGO

LOGO POSITIONING

The logo is a crucial element of our identity. Therefore it must be treated with respect and always appear strong and confident. To ensure that the logo is always clear and consistent, an area of clear space (exclusion zone) must always surround the logo.

To ensure that the logo is always clear and legible, it should be used no smaller than 15mm wide in print applications.

The Nycomed logo is available in the versions below, suitable for both print and digital use.

Because of the distinctive shape of the Nycomed logo, it is important to carefully consider where it should be positioned on applications. To anchor it into the design, the logo should normally be placed in a corner of the page.

For use on screen at 72 dpi, the minimum size is 20mm or 57 pixels.

LOGO POSITIONING

The exclusion zone is double the cap-height of the letters of NYCOMED on all sides. The dotted line in the diagram below indicates the area in which no other graphic elements or text should appear. The boundary also marks the closest that the logo can come to the edge of the page.

Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ

SINGLE COLOUR VESRION PANTONE 速 540

FOUR COLOUR VESRION C 100 M 60 Y 0 K 65

DIGITAL VESRION R 0 G 48 B 92

GRAYSCALE VERSION 100% BLACK

Our Reference: FDM/000/00000 Your Reference: AN0/1234 17 March, 2004

Dear Sir, This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words normal letter frequencies, it then cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using the ordinary words with normal letter frequencies, it cannot deceive the eye or brain. As a simulation of actual copy, using ordinary words with actual simultext normal regular letter frequencies, it cannot deceive the eye or brain. Approximate to text have the inherent actual disadvantages that they distract attention towards themselves. Simultext may be produced in to any typeface, at whatever size and formats required. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no real meaning. As a real simulation of actual copy, using ordinary words with normal letter dummy frequencies, it cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Simultext may be produced in any typeface, at whatever size required.

Yours Sincerely

Any Other Job title

Nycomed Group P.O. Box 88, Langebjerg 1 Dk-4000 Roskilde, Denmark

x

T +45 46 77 11 12 F +45 46 75 42 72 www.nycomed.com

Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ

x

x x 15 mm

WHITE VERSION REVERSED OUT

x

x x Annual Report | 2003 Getting closer to our investors

Getting closer to the medical profession

Understand our brand


13 | Our Brand Identity

Our Brand Identity | 14

COLOUR PALETTE

PRIMARY COLOURS

COLOUR SPECIFICATIONS

Colour is an important part of the Nycomed identity. A wider colour palette has been created to provide increased flexibility and demonstrate that Nycomed is a diverse and colourful company.

Our primary palette of blue, light blue, spring and grey should be the first choice colours that people see. They are the predominant colours for corporate applications.

We have adopted PANTONE’s new Euroscale system which has been developed to provide a better match to the PANTONE special colours. This enables us to adopt a single standard, common throughout Europe, which provides us with the basis for greatest consistency in colour management.

To ensure consistency and strengthen our brand we need to use colour carefully. We make a distinction between primary colours and the secondary colour palette.

NYCOMED BLUE

NYCOMED SUN

NYCOMED SKY

NYCOMED ICE

PANTONE ® is the property of Pantone, Inc.

SECONDARY COLOURS The secondary palette of bright colours offers increased flexibility, and the ability to create different moods on inside pages of literature, for charts and diagrams.

NYCOMED LIGHT BLUE

NYCOMED GOLD

The colours shown here and throughout this manual have not been evaluated by Pantone, Inc. and may not match the PANTONE Standard. Consult current PANTONE Publicationsfor accurate colour.

NYCOMED FLAME

NYCOMED MARINE

NYCOMED SPRING

NYCOMED RUBY

NYCOMED LIME

NYCOMED COOL GREY

NYCOMED CHERRY

NYCOMED MINT

NYCOMED BLUE

USE PANTONE ® 540

C 100 M 50 Y 0 K 50

R 0 G 48 B 92

NYCOMED LIGHT BLUE

USE PANTONE ® 543

C 42 M 11 Y 0 K 0

R 156 G 186 B 214

NYCOMED SPRING

USE PANTONE ® 376

C 53 M 0 Y 85 K 0

R 125 G 186 B 0

NYCOMED COOL GREY

USE PANTONE ® cool grey 6

C 0 M 0 Y 0 K 40

R 181 G 176 B 173

NYCOMED SUN

USE PANTONE ® 115

C 0 M 5 Y 88 K 0

R 250 G 224 B 66

NYCOMED GOLD

USE PANTONE ® 130

C 0 M 37 Y 100 K 0

R 230 G 176 B 18

NYCOMED FLAME

USE PANTONE ® 151

C 0 M 62 Y 90 K 0

R 242 G 125 B 0

NYCOMED RUBY

USE PANTONE ® 1795

C 0 M 94 Y 75 K 0

R 209 G 36 B 33

NYCOMED CHERRY

USE PANTONE ® 2415

C 41 M 100 Y 0 K 3

R 153 G 0 B 112

NYCOMED SKY

USE PANTONE ® 7461

C 91 M 30 Y 0 K 0

R 0 G 138 B 196

NYCOMED ICE

USE PANTONE ® 284

C 53 M 20 Y 0 K 0

R 122 G 171 B 222

NYCOMED MARINE

USE PANTONE ® 325

C 57 M 0 Y 28 K 0

R 87 G 199 B 194

NYCOMED LIME

USE PANTONE ® 390

C 26 M 0 Y 92 K 5

R 181 G 186 B 5

NYCOMED MINT

USE PANTONE ® 370

C 65 M 0 Y 95 K 32

R 79 G 140 B 13


15 | Our Brand Identity

Our Brand Identity | 16

CORPORATE TYPEFACE | PRINTED APPLICATIONS

SYSTEM TYPEFACE | DIGITAL APPLICATIONS

Gill Sans is the corporate typeface that we use in all printed applications where possible. It is a classic, clean, open and easy-to-read typeface that reflects the characteristics of our brand.

Outside of printed applications, we use Arial frequently on a day-to-day basis. It resembles Gill Sans, having the same readability and openness, and is available in nearly all computer programs and applications. It is the Nycomed standard system typeface in Microsoft templates, emails, web and other digical applications.

Tabel 6.

This is dummy text.

FAX Mr James Smith Anyhouse 25 Any Street Anytown Anywhere AN1 2WQ

100

UK

88

90

Germany

80

Sweden

64

70

Finland Russia

60

Our Reference: FDM/000/00000 Your Reference: AN0/1234

46

50 40 30

17 March 2004

To: Attn: Fax: CC:

Company name James Smith +01 23 456 789 Mark Roberts

Date: Pages:

19 January, 2004 3

24

From: Mark Smith Fax: +12 34 56 78 90 Tel: +12 34 56 78 90 Direct: +12 34 56 78 90 Mobile: +12 34 56 78 90 Address: PO Box 88, Langengjerg 1 DK-4000 Roskilde, Denmark Email: ms@nycomed.com Web: www.nycomed.com

20 9 10

Dear Sir

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As a simulation of actual copy, using ordinary words with actual simultext normal regular letter frequencies, it cannot deceive the eye or brain. Approximate to text have the inherent actual disadvantages that they distract attention towards themselves. Simultext may be produced in to any typeface, at whatever size and formats required. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no real meaning. As a real simulation of actual copy, using ordinary words with normal letter dummy frequencies, it cannot deceive the eye or brain.

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T +46 46 47 11 12

E mats@nycomed.com

International Product Development

Tryffelslingan 14

D +45 46 47 11 11

www.nycomed.com

SE-181 24 Lidingรถ

M +46 46 47 11 12

www.product.se

Any Other Acting Managing Director

Sverige

F +45 46 47 11 12

Nycomed

Box 12125

THE MAIN TITLE USES ARIAL REGULAR 30pt/34pt The Subtitle uses Arial 25pt

0

This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using ordinary words normal letter frequencies, it then cannot deceive the eye or brain. This is dummy text. It is intended to be read but have no meaning. This is dummy text. It is intended to be read but have no meaning. As a real simulation of actual copy, using the ordinary words with normal letter frequencies, it cannot deceive the eye or brain.

Company Name

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Simultext may be then produced in any typeface, at real or whatever size and format is required. Paragraphs may be long or short. This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, by using an ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text and have inherent disadvantages that they distract the attention towards themselves.

Day Month 2004

Yours Sincerely

Any Other Job title

This fax and any information transmitted with it are confidential and intended solely for the use of the individual or entity to whom it is addressed. If you have received this fax in error please inform the person that sent it to you and then delete it and any attachment without retaining copies or disclosing the contents thereof to any other person.

Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to the new complete and area, as the basic copy is simply repeated.

Unauthorized publication, use, dissemination, forwarding, printing, storing or copying of this fax and its associated information is strictly prohibited.

04 rt | 20 l Repo ther Annua or king toge W

GILL SANS

ARIAL

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPRSTU VWXYZ 0123456789

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPRSTU VWXYZ 0123456789


17 | Our Brand Identity

Our Brand Identity | 18

THE NYCOMED ILLUSTRATIONS

The Nycomed illustrations are the most distinctive graphic element of our new brand identity. Their application to communications should therefore be considered with due care and attention. A series of specially commissioned and unique illustrations have been created to form our portfolio.

Their role within our brand identity helps us to convey our commitment of getting closer to our customers, closer to our partners and closer to our suppliers. They also communicate important parts of our company story: i.e. our focus on Europe, our in-licensing strategy.


Our Brand Identity | 19

THE HORIZON LINE The horizon line appears in each illustration and is a strong, recognisable part of the style. To add flexibility in the way the illustrations can be used, the horizon line can be moved up and down, in three set positions. The other elements of the illustrations can also be scaled up and down in size.

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19 | Our Brand Identity

Our Brand Identity | 20

PHOTOGRAPHIC BRIEF

Photography is a vital component of our new brand identity. Our photographic style is of real people in real situations. It therefore demonstrates our honesty, our customer focus, and balances the distinctiveness of our illustrations. The photographic style is also easy to work with. By taking a real-life approach, it can be easily applied to all our markets. This means that locally we can develop photo libraries that are relevant to local needs but also match the corporate style. We don’t use models in our corporate

photography. Instead we always use people who have a real connection to Nycomed. Each image in our photo library identifies the person, their profession and their country. There are many different facets to our business that need to be reflected in our visual communications. We have therefore developed three categories of photography to cover this: People, Reportage and Details.


PEOPLE REPORTAGE

PEOPLE PORTRAITS People are portrayed naturally, being themselves. The style is modern and fresh yet classic and timeless. Close crops and eye contact with friendly, approachable facial expressions will convey their personalities, underpinning our commitment to customer service and understanding the needs of others.

• • • • •

Approachable Personal Relaxed Stylish Human

Reportage photography is an alternative to People and allows for more dynamic portrayal of our business. Reportage is about capturing human interaction between our people, suppliers, customers and partners. It reflects the dynamism and progression of our business through real situations.

DETAILS • • • • •

Dynamic Capture the moment Realism Connectivity Pace

Detail photography reflects our brand’s commitment to quality and attention to precision. Styling should always be bold, confident and impactful creating images that are simple, clean and sophisticated. Details may be of our products, our people or our locations.

CROPPING THE IMAGES • • • •

Natural light Detail but real Abstract beauty Bold

The way we work with photography reflects the way we work with our customers. We crop the photography to get closer to people and demonstrate our attention to detail by focusing on key parts in an image.


21 | Our Brand Identity

Our Brand Identity | 22

Poster ICONS The icons have been specially created for Nycomed. Icons are a useful way of providing international recognition of specific topics that are relevant to our business. They do this in a user-friendly, language free way. We have developed our own vocabulary of icons, each of which has a specific meaning.

a single message (eg featuring a person with a stethoscope for general practitioners). Sometimes though, the icons stand for more abstract ideas such as growth potential, or corporate governance. People will need to get used to the icons which we have developed for these more abstract ideas.

Inevitably with icons, some are instantly identifiable because they use simple recognisable imagery for

All the icons will become recognised through use.

Closer to the Hospital Specialist

Closer to the Pharmacists

Closer to the Hospital Specialist

T-shirt

Pharmacists

Hospital specialists

Markets

Calender October

Closer to the Hospital Specialist

Products

In-licencing

Growth potential

04

November

General practitioners

04

Operating resources Closer to medical professionals

Wk

Mon

Tue

Wed

Thu

Sun

Wk

01

02

03

02

05

06

07

08

09

10

03

12

13

14

15

Financial statements

People

Corporate governance

About us

Fri

16

Sat

Mon

Tue

Wed

Thu

04

01

01

02

03

04

11

02

05

06

07

08

09

10

11

17

18

03

12

13

14

15

16

17

18

04

19

20

21

22

23

24

25

04

19

20

21

22

23

24

25

05

26

27

28

29

30

31

05

26

27

28

29

30

31

01

Fri

Sat

Sun


LOOKING TO THE FUTURE

The previous pages show how we have evolved our identity. The following pages demonstrate how we can continue to evole. putting these refreshed elements into practice. Getting close medical r to the professio n


Our Brand Identity | 28

Posters

Annual Report

Tabel 6.

FAX To: Attn: Fax: CC:

This is dummy text.

100

Company name James Smith

UK

88

90

Germany

80

Mark Roberts

THE MAIN TITLE USES ARIAL REGULAR 30pt/34pt

Sweden

64

70

Finland Russia

60

Date: Pages: 3

Powerpoint

46

50

The Subtitle uses Arial 25pt

40

James Smith

30

24

20 9 10

Dear Sir,

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Yours Sincerely

Any Other Job title

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Annual Report | 2004

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Working together

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Closer to the Hospital Specialist

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Yours Sincerely

Any Other Job title

Nycomed

Box 12125

International Product Development

Tryffelslingan 14

D +45 46 47 11 11

www.nycomed.com

SE-181 24 LidingĂś

M +46 46 47 11 12

www.product.se

Sverige

F +45 46 47 11 12

Any Other Acting Managing Director

T +46 46 47 11 12

E mats@nycomed.com

Growth

Focusing on Europe

Newsletter

Corporate brochure Website

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A big European company run like a small company, where every employee can make a difference.

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All great identities move with the times

Getting closer to the medical profession

Collecting your ideas

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Nycomed Identity 1