Baxter Brand Standards Manual

Brand Standards Guidelines

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Brand Standards Manual

6 TABLE OF CONTENTS

table of

table of contents 7

our story 8

brand application 58

brand identity

stationery 60 advertisements 74 package system 88 vehicles 108 website 114 social media 134

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logo 18 colors 32 typography 38 photography 48

credits 140

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our story

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We are the intersection of saving and sustaining lives to make you live to see another day.

To make millions live to see another day.

10 OUR STORY

who are we?

Baxter began as the first commercial manufacturer to prepare IV solutions. For more than 85 years, we have been at the critical intersection of saving and sustaining lives.

Baxter is a multinational healthcare company that focuses on producing medical products and therapies that are used throughout hospitals and clinics, focusing on transforming global healthcare for years to come.

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12 OUR STORY

brand’s motto & promise As innovation is at our core, we aim to make a meaningful difference amongst millions of lives worldwide. By saving and sustaining lives, we make sure that people live to see another day.

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14 OUR STORY

tone Fresh: As a company, we work to ensure that our products are not only up to date, but our brand too.

We aim to create an inviting and bright atmosphere to the tone, as we ensure to provide a positive experience when using our products.

Attentive: As innovators, we work to ensure that every detail that we put out there not only fits the brand but ensures the safety of the patients and workers.

Earnest: As providers, we work to ensure that we save lives by using the creation of our products. We are always thinking of the patients and healthcare professionals to make sure that we are there for them every step of the way.

These are the foundations that help Baxter keep moving forward as the company we are today; to ensure the safety and longevity of many lives.

fresh

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earnest attentive

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brand identity

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Our brand’s identity represents our promise and commitment to help people worldwide.

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logo

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Our identity starts with the logo. The essence of our brand.

20 BRAND IDENTITY

primary logo The idea of this logo was to encapsulate the essence of Baxter: being the intersection of saving and sustaining the lives of people by the use of our medical equipment.

We capture the concept of making healthcare institutions a brighter and approachable place to the patients with the tonality of our brand. As our products fill up the hospital rooms for the patients to see and use, we convey an earnest, fresh look to our brand to our patients.

The emblem’s height and width is the measurement for the minimum height and clear space for the logo.

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clear space 0.5in space all around the logo

emblem

wordmark

minimum size 1 emblem=0.4in 0.8in total (includes clear space)

22 BRAND IDENTITY

primary logo: misuse It’s important that the logo isn’t being misused in any sort of way.

primary logo: misuse 23

1. No drop shadows on the logo.

2. No tilting or skewing of the logo.

3. The change of color on the emblem is not permitted for this use, as it’s not applicable to use with the wordmark.

4. The emblem must stay at the horizontal-side up, not vertical-side up when used with the wordmark.

5. No resizing of the emblem or wordmark when both are used together.

6. The subsidiary company’s name for Baxter must be used in the secondary color, not the primary color (more information on pages 24-25).

24 BRAND IDENTITY

secondary logo: emblem The emblem symbolizes a few motifs. As it has two parts: a triangle shape and an arc shape, the triangle represents stability, while the arc shape intentionally references part of a “B” shape. Together, it creates a heart shape, encapsulating Baxter’s theme of thinking of the people and providing for the people, with them being the priority.

The emblem is also usable as a stand-alone logo. The right side up for Baxter, in this case, is on its side, as it’s more visible to see the ghost resemblance of the “B” rather than the upright version, which showcases more of the heart shape.

secondary logo: emblem 25

Triangle shape

Heart “B”

The triangle shape creates half of the emblem. It represents the bottom part of the heart. The triangle itself also represents the stability and onward movement of the comany.

An abstract “B” shape creates half of the emblem. It represents the “B” in Baxter, as well as the top part of the heart.

26 BRAND IDENTITY

uses The emblem is also usable as a graphical element. The graphic element of the logo has four different types of applications: the pattern, the arc, the heart-shaped up emblem, and the two color-coded system. The first three types showcase the empty part in the middle, where it resembles a sunrise, furthering establishing Baxter’s motto in helping patients “to live to see another day.” The last one is specifically for our package system (more on pages 88-91).

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1. Pattern

2. Arc-shape

The pattern closely resembles the Japanese “Seigaiha wave”: the fanshaped waves that are symbolic of water waves, representing surges of good luck, power, and resilience, but also resembling the tranquil waves of water, representing a peaceful life. The added motif behind its close resemblance to the waves fits with the brand’s image and tonality, as it conveys our approach of hope, resilience, and a brighter future for our patients.

The arc not only shows the sun rising, but it can also be representative of a rainbow-arc, instilling hope and happiness from our care.

3. Heart-shaped up

4. Two color-coded system

The heart-shape is an overall showcase of our love towards our community: our workers, our patients, and the drive we put behind creating innovative medical products. We hope by our brand’s tonality of being attentive, earnest, and fresh, we instill love, hope, and happiness to our patients and community worldwide.

This two-color system is primarily used for the package system. This system helps indicate which care system is in whichever packaging.

This system is helpful for the huge packages we send out to healthcare institutions and professionals that buy bulks of equipment and products at the same time (more information on pages 86-89).

28 BRAND IDENTITY.

secondary logo: emblem misuse It’s important that the emblem isn’t being misused in any sort of way.

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1. No adjusting of the emblem itself with the color use.

2. No resizing of the two parts of the emblem.

3. No skewing or tilting of the emblem.

4. No color change for the triangle part; only color change for the arc-shape part of the emblem.

30 BRAND IDENTITY

other variations As Baxter has many subsidiaries, we want to make sure that each specific company of Baxter is easily recognizable and distinguishable. This is represented by the logo on the right, having the subsidiary be below the wordmark. The subsidiary will be in the secondary color of the brand.

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wordmark

emblem

subsidiary companies of Baxter Internationals This uses the secondary color to contrast it more with the wordmark of the logo.

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Color has a huge impact on how people view the world in life, and we want to use that to our advantage. By showcasing the brighter tones, we further instill the brand’s tonality.

34 COLORS

Baxter Blue (primary) colors Baxter’s colors take on a brighter and uplifting tone for the brand. Although we produce medical products, we want to convey that our products and brand has a sense of professionalism but also has positive connotations akin to hope and happiness. The colors we selectively chose for this brand reflects our motto of saving and sustaining lives so our patients can live to see another day.

The secondary color brings a different pop and tone compared to the primary colors. Adding a warmth of color brings out the connotations of love, passion, health, and care for our brand.

CMYK: 82 61 19 2 RGB: 66 101 150 Hex: 43c5dd

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Bold Black (primary)

Pristine White (primary)

CMYK: 62 0 12 0 RGB: 40 40 40 Hex: 282828

CMYK: 0 0 0 0 RGB: 255 255 255 Hex: ffffff

Heart-warming Red (secondary) CMYK: 0 76 56 0 RGB: 253 99 96 Hex: fd6e60

36 COLORS

Tranquil Blue (Hospital Care) CMYK: 82 61 19 2 RGB: 66 101 150 Hex: 426596

colors: tertiary The tertiary colors are used exclusively for our photography and packaging system. The assignment of the colors is reflective of the care systems. With these five colors, they bring more vibrancy to the brand, instilling, and doubling down, the connotations the brand has for hope, happiness, care, and health for our brand.

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Leafy Green (Nutritional Care)

Healthy Orange (Renal Care)

CMYK: 80 27 65 9 RGB: 49 135 110 Hex: 31876e

CMYK: 0 63 83 0 RGB: 247 125 62 Hex: f77d3e

Sunny Yellow (Critical Care)

Bloody Pink (Surgical Care)

CMYK: 0 19 89 0 RGB: 255 204 51 Hex: ffcc33

CMYK: 5 86 44 0 RGB: 228 74 105 Hex: e44a69

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typogr

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Typography opens people’s minds, and it’s able to create and convey stories that we want to share. With various use of weights, size, and hierarchy of the typography, we draw people’s attention to our brand and tell Baxter’s story, as well as our community’s stories.

raphy

typography Baxter uses Metropolis for all of our typography choices. Metropolis is a very flexible typeface that has various weights, and it’s huge x-height make it very legible and readable. This typeface can cater to many diverse uses for our brand and consumers, which makes the typeface very memorable to use for Baxter.

italics

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regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()/;:‘“

extra bold

light

bold Metropolis Regular

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Metropolis Italics

medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz semi 1234567890!@#$%^&*()/;:‘“

bold

42 TYPOGRAPHY

hierarchy Because of the many weights, it’s also important to establish a type hierarchy to ensure what comes first.

Although this type of hierarchy might not be usable for every part of our brand, this is considered the standard for Baxter. The hierarchy can create more unity and awareness of our brand.

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header usually around 40-50pt

health making a meaningful difference.

body usually around 10-12pt

As innovation is at our core, we aim to make a meaningful difference amongst millions of lives worldwide. By saving and sustaining lives, we make sure that people live to see another day.

subhead usually around 20-30pt

44 TYPOGRAPHY

uses With our typography, there are certain choices we made that makes it particular for our brand. For display, huge lowercase texts become attention-grabbing and bring awareness for the topic at hand with usually a few words. The cropping of the text is intentional, as it represents the brand’s identity of being the intersection of medical products and people. We cross the intersection to create and help both, as both are fundamental to not only our brand but what we do to accomplish for our motto.

Lowercase text is used for easier legibility and readability. Although all capital text has more uniformity in its shape, it’s also hard to read. By using lowercase letters, the cropping is minimal. Cropping is primarily done for the sides of the letters and not the top and bottom because the lowercase shapes of certain letters can be easily misread.

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text crop With using lowercase, display text, we crop it to visually showcase that Baxter is the intersections between people and medical equipments.

display

46 TYPOGRAPHY

misuses In addition to the use of typography, we want to clarify what not to do for our brand.

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FRESH 1. No all caps.

For our cropped display texts, there should be no use of all capital letters, only lowercase. We want to ensure readability and legibility for all ages. Lowercase texts are also approachable and fit more with our tone.

health 1. Color texts restrictions.

For colored texts, we do not use the tertiary colors for any of our brand applications, except for our package system. For any other brand application, we must use the primary and secondary colors.

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photo graphy

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Photography can capture moments to ingrain in our memories and to tell stories. We use photography to convey the stories of our workers and patients.

We highlight the imagery and aspects of hope, happiness, and love with these photos, as our brand’s goal is to ensure the life of our patients is in good hands.

50 PHOTOGRAPHY

uses & style Photography is a dominant aspect of our brand, as we use it to show our effects and results of using our products. The way we use photography is to convey how our patients and our workers live their lives because of the influence Baxter has on them. Because of this, most of the imagery shown is of the lifestyle of daily, intimate moments of people. Our image also includes still portrait shots of our medical equipment to emphasize the clarity of our products and how patients and workers use the products.

Our photography consists of people, medical equipment, and pops of color. Pops of color can be from primary, secondary, or tertiary brand colors. By doing this, we instill our brand’s vision and our earnest work to ensure lives lasting longer.

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1. Pops of color.

We use photography that show intimate moments with pops of color with any of the color systems of Baxter.

4. Medical products and people.

We use shots of our workers using our products to showcase the innovative side of Baxter.

2. Happy People.

We use photography of people of any age conveying their wellness in health.

4. Medical products.

We fully showcase the visuals of the medical products so people can put the visual to the name of the product.

3. Close-up shots.

We use close-up shots of intimate moments to convey the priceless moments of life of loved ones.

52 PHOTOGRAPHY

people & pathos People photography is a dominant factor of our brand, as it conveys the stories of our patients, workers, and anyone associated with Baxter. We use photography to tell their stories, and in doing so, also translates the emotions they have with being in our care.

1. People and workers of Baxter.

They are essential to our commuunity and our workforce, making sure that our medical products are up-to-date and help patients. These workers represent our earnest and dedicated drive to help people.

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2. Patients of Baxter.

Our patients come in different ages, and we want to show who we’ve helped. With using pops of color to brighten the atmosphere of the image, alongside with the expressions of the patients, we showcase how much Baxter has an impact on people worldwide.

3. Intimate shots of moments.

With showcasing our patients and their expressions, we also use body language and intimate shots to convey the feelings of family, love, and hope Baxter instills for patients.

54 PHOTOGRAPHY

products Photography of our products shows what the product looks like for patients and workers who are unsure of the name and visual of said product. We want to make the product have as much clarity as possible before they are purchased or used. Photography of our products also shows the differentiation of medical equipment used for patients and medical equipment used for medical workers.

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1. Products itself.

Our photography of our products are usually paired with a colored background or a transparent background. We want to fully show what our products are, so patients and healthcare professionals can see what specific products are being used.

Simple shots of the products are the best represented.

2. Products being used by patients.

When using photography shots of patients with our products, we want to make sure we capture the use of the product and how it can effect the patient.

56 PHOTOGRAPHY

misuses Because of the amount of imagery and photography that dominates the brand’s image, we want to make sure that there are also clear restrictions for our photography use.

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1. Somber tones.

For instilling emotions and intimate moments, we want to showcase brighter emotions that promote the wellness of the health of our patients. Somber tones contradict our brand’s tonality and the lifestyle of our patients.

2. Different emotions coming across differently.

For people’s lifestyle and intimate moments, we want to make sure that color is a prominent aspect. Photography needs to ensure one of the colors of our brand to create a connection, as our brand has a brighter feeling overall.

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brand applicati

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Real world application of our brand’s identity.

ions

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stationery

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The use of stationery is to create a personal connection to our patients and workers with our brand’s identity and typography. By using the brand’s colors, graphic elements, and logo, we establish our tonality to our consumers.

62 STATIONERY

letterhead For our letterheads, we aim to have a cohesive and clear communication of our brand and whatever we are communicating in the letters. Contextual information about our brand and the letter’s recipient is included on the left side. This leaves enough white space for the body copy on the right side of the letterhead.

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Logo

Letterhead context information date context of letterhead name of recepient street city, state, zip code country

Body of letterhead

Sender’s information Baxter’s information (place, website, contact information)

signature sender sender’s occupation

64 STATIONERY

envelopes Envelopes are the primary medium of sending personal medical information to our patients, as well as other important information that’s sent primarily in physical form. It’s also the first thing new patients and consumers will see when receiving physical letters and invitations from our brand to the community. Because of this, we want to make our brand’s identity and tonality is as clear as possible.

The envelope will show the subsidiary company on the logo to mark which part of the company sent the envelope. The design of the envelope includes pops of color, the brand’s motto, and graphic elements of our emblem to encompass our brand’s identity.

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Logo with subsidiary company

Recipient’s information recepient’s name recepient’s living location

Envelope seal Baxter’s promise graphic element of emblem

Inside of envelope Baxter’s pattern

66 STATIONERY

business cards We want our consumers to have and hold a personal connection with any of our representatives from Baxter. Our business cards hold information about our workers, as well as Baxter’s main information. The back of the card includes the emblem only, and its visually represented vertically or horizontally, which carries the motifs of who we are as a brand from that simple emblem alone.

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Worker’s information

Logo

worker’s name worker’s occupation

Logo emblem This can be seen as the emblem and/or graphic element

68 STATIONERY

postcards Because we are not only a medical equipment company, we also ensure the health and lives of our patients. We want to make sure that their loved ones or our workers have a way to reach our patients in physical form.

The postcards include our motto, motifs, and pop of colors of our brand to ensure clarity and the tonality of our brand.

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Baxter’s main motto Written in secondary color

Graphic element of logo The arc is represenative of the concept of the logo “to live to see another day.”

Baxter’s logo

Logo: emblem & Name of recepient

Placement of mail stamps

First name is normal, while the last name is all caps.

Body

Sender’s name

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product catalog As we have an electronic version of our catalog on our website, we wanted to include a physical version for the people working with Baxter. The product catalog includes all of the products Baxter innovates, produces, and sells. The catalog is renewed each year, as newer versions of products, or revised products, are put into the catalog.

The product catalog includes the descriptions, the uses, the cautions, and the details of the product (weight, volume, size, pack count). The color of the care system highlights the product code (tertiary brand colors), so users know what care system the product is under.

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Product information product number product type product itself

Body Description, uses, and caution of the product.

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Product image(s)

Details of product size, weight, product code, pack amount (how many you get when you buy one pack)

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Advertisements are essential to letting new consumers know how we impact people’s lives doing what we do. We use typography, photography, and color to emphasize our brand’s identity and motifs.

76 ADVERTISEMENTS

billboards With our billboards, we aim to show the impact Baxter leaves on patients, as the billboards’ photography is mainly people photography. We utilize three different kinds of billboard advertisements to capture Baxter’s promise in our advertisements.

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1. Half & Half With a split between the color block and the photography, we showcase one intimate moment with one of our catchphrases to show clarity and connection with our identity and intersection of what Baxter does.

2. Checkerboard A checkerboard style that uses both color blocking and photography. Paired with a catchphrase that parts of it relate to a photo, it creates a connection and multiple imageries.

3. Full imagery A photography-reliant billboard that already has a pop of color within the photo, so no color blocking is needed. Paired with a catchphrase of Baxter, it showcases the full imagery of the photo.

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82 ADVERTISEMENTS

posters Our posters utilize both people and medical equipment photography. We have three different kinds of poster advertisements to capture Baxter’s promise in our advertisements.

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1. Medical products We advertise medical equipment that Baxter uses to help patients. This visually promotes what products we use as well as how it’s impacted patients worldwide.

2. Half & Half With the mix between color blocking and photography, we create the intersection of Baxter by using text to overlap both the photography and color blocks. This emphasizes the importance of Baxter having involvement in both medical equipment and people.

3. Full imagery With a huge emphasis on photography, we show the full, intimate moments and impact Baxter has on patients.

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package sy

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With our package system, we deliver help and hope to people’s doors. Having a visually recognizable system by using colors and text will make visual communication easier for our workers and healthcare institutions and workers.

ystem

90 PACKAGE SYSTEM

colors system On pages 30-31, we went over the tertiary colors for our brand. Those colors are primarily used for our photography and our package system. The tertiary colors are split up into five care systems that we have: hospital (h), nutritional (n), renal (r), critical (c), and surgical (s) care. By utilizing the colors and text for each care system, we make the visual communication of each package easier to see at a glance.

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hospital care (h)

nutritional care (n)

renal care (r)

critical care (c)

surgical care (s)

92 PACKAGE SYSTEM

sticker labels Sticker labels are essential to put down what product is stored in each package. The sticker labels are typed out in our typeface, Metropolis, and are printed out and stuck on each package before being sent out. We make sure to be attentive with this process, as having one letter or number wrong for the product code or the amount in the package can be detrimental.

(1) The round sticker label is primarily used for the huge boxes of shipment for healthcare institutions and hospitals that carry the smaller packages in bulk. Those packages are in Baxter’s primary color blue, so this helps indicate what care system products are inside before opening.

(2)The rectangular sticker is primarily used for the smaller boxes that include individual products. This includes the product code, name of the product, volume of the product, and the quantity of the products. The first letter represents the care system (N=nutritional), while the rest of the code represents the exact product that’s associated with the code.

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The arc shape Only for the package system, the arc shape changes color to be similar the care system that the box packages hold.

Product code Product information The product’s name and information

The care system (N) and the product code

Extra information The size, weight, volume, and pack count of the product.

94 PACKAGE SYSTEM

mailing labels Having a mailing label is essential to making sure who’s getting the right shipment, as we want to make sure the right products go to the right people. We use the QR code to show electronic receipts to make sure the receiver is getting the right products. Other notable qualities that we have to make sure the package is for the right person is having the shipping number and receiver’s information.

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Baxter’s Information Baxter’s logo and location the products came from

QR code QR code acts as an electronic version of the receipt that the package has, so the delivery person as well as the receiver of the package can check and see if the package has the right items

Shipping number The shipping number of the package order.

Customer/Receiver Name of street, city, state, country, and zip code

Bar code

96 PACKAGE SYSTEM

square box packages Our square box packaging can hold the bulkier, bigger products we have. By using the pattern and emblem with the right care system color, as well as the big texts, we ensure the best visual communication of our products.

Sticker labels go on the side with the text of the care system to ensure what product is inside the package.

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98 PACKAGE SYSTEM

rectangle box packages Our rectangle box packaging holds the skinnier, longer products we have. By using the pattern and emblem with the right care system color, as well as the big texts, we ensure the best visual communication of our products. Sticker labels go on the side with the text of the care system, to ensure what product is inside the package. Packages are read vertical-side up; this is showed by the waves and text.

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100 PACKAGE SYSTEM

parcel packages Our parcel packaging is one of the two external packages that carry the smaller bulks of smaller products, product repairs, or product replacements.

The external packages have the mailing labels to ensure the right package makes it to the right consumer.

It’s visually different from the square and rectangle packages seen on pages 92-95, as the color of the packaging is the primary blue, and the graphic element is the arc-shape rather than the pattern.

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Logo: emblem

Mailing label

Package design For external packages like the parcels, they will have the arc-shape design to differentiate them from the smaller patterned packages that we store inside them.

102 PACKAGE SYSTEM

huge box packages Our huge box packaging is one of the two external packages that carry the larger bulks of small or big products, product repairs, or product replacements.

The external packages have the mailing labels to ensure the right package makes it to the right consumer. The huge box packaging includes a spot to add the sticker labels on the top of the box, to make it easier for the consumers to see and know what’s in the packages.

It’s visually different from the square and rectangle packages seen on pages 92-95, as the color of the packaging is the primary blue, and the graphic element is the arc-shape rather than the pattern.

huge box packages 103 Logo

Package’s Information Mailing label

For our huge packages to send to healthcare professionals and institutions, stickers indicate and help show what products are stored in the packages.

Package design For external packages like the huuge box packages, they will have the arc-shape design to differentiate them from the smaller patterned packages that we store inside them.

104 PACKAGE SYSTEM

invoices Our invoices, or receipts, include all of the information of the purchased products. This also includes where the shipment’s sender and receiver. The invoice incorporates brand elements into the design, while also prioritizing the purchase items and ordering information.

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Shipping information Date of shipment, where it was shipped from, and where it’s being shipped to

Products

Cost of products

Baxter’s information Baxter’s location and contact information

106 PACKAGE SYSTEM

brochure information These brochure booklets are inside of primarily homecare products’ packages for patients’ use. These include physical step-by-step instructions on how to use a product, as well as important details and information, and visual guides of the product itself for ease of use.

We make sure it’s important to know how to use our products, so we can ensure our patients can use our products to the best of their ability.

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Baxter has two types of vehicles we use to deliver our products safely and efficiently to our consumers.

110 VEHICLES

truck We use the truck primarily to deliver huge shipments, mainly for healthcare institutions and hospitals. The truck is designed with simple brand elements to easily communicate who Baxter is: our logo, our motto, our brand colors, and our graphic element.

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112 VEHICLES

van We use the van primarily to deliver smaller shipments, or our consultants and healthcare providers, to directly assist our home-care patients. The van is designed with simple brand elements to easily communicate who Baxter is: our logo, our motto, our brand colors, and our graphic element.

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The website captures the tonality of the brand: attentive, earnest, and fresh.

By making the information on the websites easier to digest by the visual communication of colors, text, and hierarchy, we ensure that the website is more friendly to use for our consumers.

116 WEBSITE

web elements Our website is one of the most critical parts of our brand. Our website allows for the easier purchase of products, digestion of information, as well as keeping a better record of our patients that are within healthcare institutions or within a home. Certain web elements remain constant throughout our website experience to connect it to our brand’s identity: hierarchy, color blocking, and use of photography.

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navbar left: general navigations for website right: account specific

cta (triangle arrow) A subdued version of an CTA. Triangles are used to help be an indicator that they are links and CTAs.

color blocking The color blocking style is reflective of the brand identity, to the website more brighter and engaging to scroll through.

118 WEBSITE

navigation bar The navbar works uniquely given that our range of consumers and audience differs. This ensures the website provides the right information for the user for the right account. As Baxter is an international medical equipment company, there is a lot of information about us that may be extended for certain groups that the information doesn’t apply to them.

The left side of the navigation bar is the general links that will be there for all types of accounts. This includes the about page, perspectives page, products page, and the news page. This side is heavily dependent on what account the user is.

The right side is exclusive to the type of account the audience is on: guest account, patient account, healthcare professionals account, partners & suppliers account, and people of Baxter account. Depending on what type of account the user signs up on, the website will cater specific information towards that particular account. For example, using the products page that’s on the left side, the products listed to buy will be different depending on the account. Only patients and home-care products will be purchasable on the patients’ accounts. In comparison to the healthcare professionals’ accounts, they will have access to all of our products because of their line of work. The right side also includes language changes for the website as our company is based internationally, as well as a search bar.

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120 WEBSITE

responsive design Our website is also responsive, as we know our consumers may use desktop, tablet, or mobile devices.

Responsive design ensures that our website will work on a variety of devices, ensuring ease of use and accessibility to our website.

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122 WEBSITE

home page Our home page will be the first thing consumers will view when searching for us online. Because of that, we ensure that we kept the information on the home page short and concise. The home page includes our mission statement, huge CTAs, and a featured page that includes the latest news, product, and post on our social media pages.

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124 WEBSITE

about page Our about page gives our users a glimpse into the story of Baxter. We communicate whom we are with our design elements on the page, as well as telling our story. We also use a promotional video at the top of the page to convey who we are as a company.

about page 125

126 WEBSITE

login/sign up pages Our login and sign-in pages help users and people of Baxter know what kind of consumer the user is. Based on the type of account the user picks, the information the website provides will be catered towards that specific account. This ensures that certain information, as well as certain products, are restricted and accessible for the right users and accounts.

Note that information provided by Baxter is received by getting an email from our Privacy & Security department after the user verifies themselves via an electronic submission form. This must be done before signing on the website, as the information should be provided beforehand.

Each of the specific account sign-ups will have specific ID verifications to ensure the validity of the user making the account: (1) Patient: social security number and ID code, with ID code being provided by Baxter (2) People of Baxter: worker’s ID number, provided by Baxter (3) Healthcare professionals: ID code and worker’s ID number, provided by Baxter and healthcare institutions (4) Partners & Suppliers: ID code, provided by Baxter

Guest accounts are accessible to everyone, and there’s no need for specific ID verification to sign up, as the user is already a guest before they sign in to a specific account. Everything on the navigation bar will be accessible to navigate and click through, but there will be restrictions on the products page (users on guest accounts cannot save/buy anything from the products page, but can look through them).

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history page Our history page includes the decades and years of what Baxter has done and accomplish. This helps convey our dedication to our work as well as how long we have helped patients. We hope to continue our dedication for many years to come.

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product page Our products page is also an electronic version of our products catalog. This page is heavily dependent on what type of account the user has, as there are restrictions on purchasability placed on this page for certain account users. The only accounts that have all access to our products are the healthcare professionals’ accounts and the people of Baxters’ accounts.

Our products information page is short and concise, having specific details and information highlighted in one to three paragraphs. Similar products are shown at the bottom of the page to show users similar products to the one the user is currently viewing.

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Baxter is a medical equipment company that also makes sure that we emphasize the people in our community. With social media, we can reach out and convey many of the people’s stories from our community. We aim to make a difference worldwide, whether it’s impacting people’s lives directly or conveying to others how we impact people’s lives through visual imagery and stories.

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instagram Our social media feeds will include primarily two aspects: the people of Baxter, and the products Baxter has. As we are the intersection of both medical equipment and people, we want to highlight both as the two of them are very important for Baxter.

Posts about the people will be their visual story, written and shown, of how Baxter has helped them or impacted their lives.

Posts about the products will be for if it’s a new product, or a revised product, as we are continuing to innovate new products to better care for our patients.

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News New information, new products, new achievements, etc.

Instagram feed New products and patients’ stories. The main goal for their photos is to showcase people’s stories of Baxter as well as the new products that Baxter has.

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youtube Our youtube videos will include primarily two aspects: the people and community of Baxter, and the products Baxter has. As we are the intersection of both medical equipment and people, we want to highlight both as the two of them are very important for Baxter.

Videos about people will be a visual and auditory story.

This could entail having interviews, a visual showcase of a patient’s daily life with using our products, or after a patient’s recovery from using our products. With videos, we will be able to show how Baxter has helped them or how Baxter has impacted their lives worldwide.

Videos about the products will be a visual and auditory introduction of a new or revised product or a tutorial on how to use home-care products for patients new to using home-care products or therapies. With videos, we will ensure that patients and consumers worldwide will have a visual and auditorial library of our products and how they work.

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credits Brand’s identity system, design system, brand standards manual, and copyrighting developed

by Ravnn Thornton Hite Art Institute | University of Louisville 573 Identity Systems Fall 2020

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