CI/CD Guidelines

corporate design/corporate identity

po l i cy

November 2010

introduction Your part in protecting and promoting our most valuable asset The dental market place has become increasingly crowded and, with several hundred implant manufacturers competing for share of mind and trust of customers, a strong global brand is a powerful, valuable asset. Indeed, the Straumann brand is one of the most valuable assets we have – which is why we need to protect and promote it effectively. Corporate identity and design have an important role in this.

The key to successful branding is consistency, which makes this Corporate Design Manual so important. It has been developed with the aim of achieving a higher level of brand consistency and recognition, adding value to our business. The guidelines presented here reflect our core values of simplicity, specialization, reliability, which should also be reflected in all our marketing and communication materials.

Every effort has been made to keep this manual simple in order to help you and our external partners produce materials that have a uniform corporate style and feel. To complement this manual, which focuses mainly on printed materials, corporate guidelines for presentations are available on my.straumann.

Branding is not an initiative driven by a single department or cost center; it has to be supported by each employee, because each of us influences the perception of the Straumann brand in the market. To draw an analogy with sport: each player is proud (and obliged) to wear the team’s true colors and would not consider playing in anything else. Belonging to the Straumann team gives us the privilege of representing one of the strongest brands in our field and puts us under the obligation of using the correct visual identity and design.

If you have any questions regarding the contents of this manual please refer to the Creative Agency in our Basel headquarters.

Beat Spalinger President & CEO Institut Straumann AG

contents 1. Logo and claim 1.1

Straumann company logo

2

1.2

Straumann claim

7

2. CORPORATE COLORS 2.1 Main Straumann colors

10

2.2 Color definition and usage

11

2.3 Shading

13

3.

corporate fonts

3.1 Printed matters

14

3.2 PC fonts for correspondence and screen presentations

15

4. Design elements 4.1 Visuals

16

4.2 Stamps

17

4.3 Photographs

18

5. PRINT MEDIA 5.1 Overview

21

5.2 Layout front cover of posters, brochures & advertisements

22

5.3 Layout inner face

24

5.4 Layout back cover

26

5.5 Disclaimers

27

5.6 Footnotes

27

5.7 References

27

5.8 Paper quality

28

6. BUSINESS MATTERS 6.1 Letterhead

29

6.2 Fax paper

30

6.3 Business card

31

6.4 Message card

31

6.5 Envelopes

32

7. PROMOTIONAL ITEMS 7.1 Giveaways

33

8. TRADEMARKS 8.1 Unregistered and registered trademarks

34

8.2 Use of trademarks

35

9.

Style guide

9.1 English manuscript guidelines

36

9.2 Foreign language documents

37

10.

electronic media

10.1 PowerPoint presentations

38

10.2 Online applications (websites, portals, etc.)

39

1. logo and Cl aim 1.1 Str aum ann company logo The Straumann logo is one unit consisting of two parts which must never be modified or used in colors different from those indicated in this Corporate Design Policy manual.

Color definition

Green CMYK: 100/0/100/30 RGB: 0/114/45 Pantone: 349 U/349 C Green

Black

Black CMYK: 0/0/0/100 RGB: 24/23/22 Pantone: Black U/Black C Black

CMYK The abbreviation CMYK stands for cyan, magenta, yellow and key black. The CMYK color model forms the technical basis for modern color printing. This version of the logo should be used in highquality print media, e.g. for publications such as corporate image brochures, technical brochures, marketing flyers, etc.

RGB The abbreviation RGB stands for red, green and blue. The RGB color space is used for self-luminous systems (color display). The RGB logo is used in all screen applications such as the internet, flashbanners, online newsletters, etc.

Black The logo completely in black is to be used in office applications for forms like faxes, memos, advertisements, etc. It ensures optimal reproduction quality.

Pantone Pantone colors are a set of standard colors for printing, each of which is specified by a single number.

These colors are also used for two-color printing.

2

logo and cl aim

background colors Background colors can completely change the face of a logo and the recognition of a brand. The Straumann logo should always appear on a white or very light background (max. 30 % black).

Exceptions Extremely few situations may require that the logo be placed on a background color other than white (e.g. prints on promotional articles). For giveaways, a negative typeface may be used in the logo. Also, on gray background (min. 30 % black), the negative typeface may be used. Please note that if the background is 100 % black, the Straumann “S� may also be white.

3

logo and cl aim

Dimensions To maintain consistency between different printed publications, the minimum size of the corporate brand mark has been defined. The dimensions of the logo depend on the size of the media and on the specific use. Please refer to the standard logo sizes below.

Format

Minimum size

smaller A6

25 mm / 1.0 inches

A6

30 mm / 1.2 inches

A5

40 mm / 1.6 inches

A4/US letter

55 mm / 2.2 inches

A3

75 mm / 2.7 inches

25 mm

30 mm

40 mm

55 mm

75 mm

4

logo and cl aim

Positioning The logo is always placed in a horizontal position. To maintain an optimal effect of the logo in publications, certain distances to texts and pictures have to be observed. This clear space may not be penetrated by texts or any visual elements. It is derived from multiples of the letter height of "n".

As a general rule, the Straumann logo always appears at the top center of the page in all publications (e.g. technical brochures, marketing flyers, job advertisements, etc.)

STRAUMANN速 GUIDED SURGERY LEADING THE WAY IN YOUR TREATMENT

CARE AND MAINTENANCE OF SURGICAL AND PROSTHETIC INSTRUMENTS

Straumann速 Implant System

5

logo and cl aim

Dont's These are typical examples of unacceptable uses of the Straumann corporate brand mark. These examples are useful in reinforcing how the Straumann corporate brand mark should actually be employed.

Colour Never change the colour of the corporate brand mark.

Shapes Never add shapes to the Straumann corporate brand mark.

Outline Never use the Straumann brand mark as an outline.

Typeface Never re-create the Straumann word mark using another typeface.

Straumann "S" The Straumann "S" (green, white or black) should not be used as an independent design element.

6

logo and cl aim

1.2 str aum ann cl aim The Straumann claim "Committed to Simply Doing More for Dental Professionals" appears on all Straumann marketing materials. This does not apply for certain exceptional cases such as scientific publications (e.g. white papers, science flashes), and patient materials (see next section).

Language The Straumann claim may not be translated. Please note that this rule also applies if the claim appears within a foreign-language text. However, it is possible in non-marketing texts to add a translation in brackets to the text for the purpose of explanation.

straumann® BoneCeramic do you want bone volume & vitality around your implant?

STRAUMANN® EMDOGAIN IS TRUE PERIODONTAL REGENERATION IMPORTANT FOR YOU?

A

before

B

after Straumann® boneCeramic is a biphasic calcium phosphate composition (ß -tCp + Ha) that has been designed to support patients' vital bone regeneration, while also restoring and preserving bone volume, which is critical for the esthetic result.

More than 100 clinical publications in peer-reviewed journals demonstrate Straumann® Emdogain to be safe and effective in stimulating the formation of new periodontal soft and hard tissue. These clinical studies involve more than 3000 defects in over 2500 patients.

s 1,2,3 l result 4,5 t clin ica be ne fit Excel len g-t erm ion al lon isf act Cli nic tie nt sat ve d pa Im pro

1

cum all y do Cli nic tic syn the Ful ly g ha nd lin Easy

en ted

*

6,7

Tonetti et al. J Clin Periodontol 2002;29:317–325

2

Froum et al. J Periodontol 2001;72:25–34

3

McGuire et al. J Periodontol 2003;74:1110 & 1126

4

Heden et al. J Periodontol 2006;77:295–301

5

Sculean et al. Int JPRD 2007;27:221–229

*

6

Jepsen et al. J Periodontol 2004;75:1150–1160

A

by courtesy of Dr A. Friedmann

7

Sanz et al. J Periodontol 2004;726–733

B

by courtesy of Prof. N. Donos & Dr N. Mardas

Froum S. J.et al. Int. J. Period. Rest. Dent. 2008; 28: 273-281

7

logo and cl aim

Variations For specific target audiences, the claim has been modified to the shorter "Simply doing more", for instance in all Straumann patient materials. Please note that this shorter version should be restricted to patient marketing.

FIRM ANCHOR AGE FOR TEETH

BEAUTIFUL TEETH

StraumannŽ Emdogain – for periodontal regeneration

Quality of life with dental implants 1

Patient information

8

logo and cl aim

Positioning On all publications, the claim is always positioned center bottom of the cover page within the green bar. It is derived from multiples of the letter height of "n". Its dimensions correspond to the Straumann logo at the top of the page.

9

2. corpor ate colors 2.1 M ain str aum ann colors Straumann documents have a distinct corporate color scheme consisting of primary and secondary colors.

Primary color The Straumann green is one of our key visual branding elements. It is the product of considerable market research, the goal of which was to find a special shade of green that would differentiate our company. The Straumann green should therefore be used as widely as possible within the scope of the Corporate Design Policy. It should also be the predominant color in our visual materials.

Straumann Green

Straumann Green with background fading

Secondary colors Lime green may be used in marketing documents to complement the Straumann green; it is mostly used as a style element in visuals, for framing illustrations and pictures or as a highlight (headlines, bullet points, etc). Lime green is not the Straumann branding color and its use dilutes the branding impact of the Straumann green. Lime green should be used sparingly and only where necessary.

Lime green dark Lime green Lime green light

Gray is widely used as typeface color or for scientific tables, framing, borders, headlines, etc. in Straumann documentation; lends a clean, technical look to documentation.

Gray dark

10

Gray

Gray light

corpor ate colors

2.2 color definition and usage In order to create a lighter and more interesting visual appearance, the main and secondary colors may be broken down into a variety of defined shades.

straumann green

CMYK 100/0/100/30

Pantone Uncoated

RGB

Pantone Coated 349

0/114/45

349

RAL 6029

Lime green Dark

CMYK

35/0/100/0

Pantone Uncoated

390

RGB

193/204/38

Pantone Coated

390

Lime green

CMYK

25/0/95/0

Pantone Uncoated

395

RGB

211/214/50

Pantone Coated

395

Lime green light

CMYK RGB

20/0/65/0 221/224/123

Pantone Uncoated

3965

Pantone Coated

3965

11

corpor ate colors

Gray Dark

CMYK RGB

0/0/0/70 112/113/114

Pantone Uncoated

Cool Gray 10

Pantone Coated

Cool Gray 10

Gray

CMYK RGB

0/0/0/50 155/156/157

Pantone Uncoated

Cool Gray 7

Pantone Coated

Cool Gray 7

Gray Light

CMYK RGB

12

0/0/0/30 196/197/198

Pantone Uncoated

Cool Gray 4

Pantone Coated

Cool Gray 4

corpor ate colors

2.3 Shading All Straumann primary and secondary colors may be used in various shades/tints (percentage values of solid color). Shades are used for variety and as style elements, for larger areas of colors or as highlights to support the primary color (Straumann green).

Straumann Green

Since Straumann green is such a vital part of our corporate appearance, no tints or shades are permitted for use.

100 %

Straumann lime Green Shading

100 %

60 %

50 %

40 %

25 %

50 %

40 %

25 %

Straumann GRAY Dark Shading

100 %

60 %

Please note that 100 % gray corresponds to 70 % black.

13

3. corpor ate fonts 3.1 Printed m at ters All printed matters must be designed with a uniform visual image as depicted in the examples in these guidelines. A uniform corporate font is used to support the uniformity in design. Futura is the Straumann Group's main typeface. Futura and the other typefaces mentioned below have to be used exclusively. Futura can be found on the enclosed CD-ROM.*

Running text & Headlines Futura Light A BCDEF G H I J K LM N OP Q R S TUV W XY Z Ä Ö Ü ab cd efghijk lmno p qrst u v w x y zä ö ü/123456789 0 Futura Light Oblique ABCD EFG H I J KL M N O PQ RSTUVWXYZÄÖ Ü a b c d e fg hijkl m n o p q rst uv w x yzä ö ü/123456789 0 Futura Medium ABCDEFGHIJKL MNOPQRSTUV WXYZ ÄÖÜ a b c d ef ghijk lmn o p qrst u v w x y zä ö ü/1234 567890 Futura Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZÄÖÜ ab cd e f ghijk lmno p qrst u v w x zä öü/1234567890 Futura Bold ABCDEFGHI J K LMNOP Q RSTUV W X Z ÄÖ Ü a b cd e f g h i j k l m n o p q rs t u v w x y z ä ö ü/123 456789 0 Futura Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXZÄÖÜ abcdefghijklmnopqrstuvwxyzäöü/123 4567890

14

* Contains both the official corporate font Futura LT, which is suitable for Macintosh computers, as well as Futura STD for PC.

corpor ate fonts

Futura Medium ABCDEFGHIJKL MNOPQRSTUV WXYZ ÄÖÜ a b c d ef ghijk lmn o p qrst u v w x y zä ö ü/1234 567890

Futura Bold ABCDEFGHI J K LMNOP Q RSTUV W X Z ÄÖ Ü a b cd e f g h i j k l m n o p q rs t u v w x y z ä ö ü/123 456789 0

3.2 PC fonts for correspondence and screen presentations For correspondence and screen presentations a system font has been adopted that works for office software applications and web/screen functions. Arial has been chosen as this system font because it is installed on most computers. It should be used consistently in order to ensure maximum uniformity in PC communication.

Running text Arial Regular A BCDEFGHIJ K LM NOPQRSTUV W X Y Z ÄÖÜ abcdefghijklmnopqrstuv w x y zäöü/123 456789 0 Headline Arial Bold A B C D E FG H I J K L M N O P Q R S T U V W X Y Z ÄÖ Ü abcdefghijklmnopqrstuvwxyzäöü/1234567890

15

4. design elements A number of design elements are used to maximize the visual appeal of Straumann publications.

In the case of visuals or stamps, they may also represent a specific product or support a respective sales claim.

4.1 Visuals In contrast to Straumann technical brochures, in which products are depicted photographically, marketing flyers and brochures heavily rely on graphic illustrations (3D visuals).* These exclusive Straumann visuals either represent the actual product (e.g. Straumann ® Emdogain, Straumann® gonyX, etc.), a product line (e.g. Straumann ® CARES ® Guided Surgery) or relate to the claim of the product (e.g. Straumann® Roxolid).

REGENERATION BY DESIGN Periodontitis is a major patient concern and can jeopardize both tooth preservation and tooth replacement. Straumann ® Emdogain is designed for maintaining and regenerating periodontal hard and soft tissue.

ROXOLID® THE NEW “DNA” OF IMPLANT MATERIALS ROXOLID® – Exclusively designed to meet the needs of dental implantologists.

Roxolid® offers

Confidence when placing small diameter implants

more treatment options

Flexibility of having

Designed to increase patients’ acceptance of implant treatment

in for sue ga Vital tis lutions rm so long-te

16

* With the exception of patient marketing material, where photographs are an essential part of the layout

design elements

4.2 sta mps Stamps may be used to announce the launch of a product, sales milestones or umbrella brands and may be designed using lime green or darker shades of green. Currently, the following stamps for Straumann® Soft Tissue Level implants, Straumann® CARES® Digital Solutions and Straumann® Roxolid

N IO US

AND

Strau

OF OS SE O

mann ®

Roxo

lid ®

AT

!

·

M ER

RATION TEG IN

· TH EF

are in use:

IA

L STR E N G T

H

eye-catchers Eye-catchers are rectangular boxes and may also contain additional claims or give more information on a product.

Guidelines Eye-catchers are always lime green and should adhere to a few general rules. With respect to lettering, different styles (e.g. bold, capitals, etc.) may be used; the frame thickness should not be less than 0.5 mm and the distance between box and text should be at least 1 mm. Eye-catchers and stamps can be made to stand out by tilting, in which case an angle of 12° is recommended (for consistency).

17

design elements

4.3 photogr aphs Technical documentation by Straumann often contains more photographs than 3D visuals. Photographic images may also be used in marketing material. The following guidelines regarding composition, content, quality and resolution have to be observed.

General rules for Photographs* The brightness, lighting and focus need to be perfect and the product has to be clearly visible.

Professional photographers have the equipment and the skills to solve those issues. 'Snapshots' of the products should be avoided. The photographic images must follow the technical specifications below, in order to be fit for any kind of reproduction: File format

.psd or .tiff

Resolution

300 dpi at 100 %

Color CMYK

Photographs for marketing brochures While 3D visuals are the more common form of illustration in marketing brochures, photographs may also be used. They should have a natural feel and be interesting to look at. Atmospheric pictures like those shown below lend themselves well for this type of brochure.

18

* Whenever you use a photograph, make sure that Straumann possesses or obtains the copyright for that particular or any future publications.

design elements

Photographs for technical Brochures The background of these photographs should be white or light gray. Usually, there is only one picture in the middle of the page. In certain situations three pictures may be used in the middle of the page. The pictures are always in a square format. The size of the square with one single picture is 56 mm. When there are three pictures, the size of the square is 37 mm. The three pictures are placed next to each other with a white space between them.

If the pictures have a gray background, there is no outline. With a white background, there is an outline around the picture of 0.5 point in 50 % black.

CARE AND MAINTENANCE OF SURGICAL AND PROSTHETIC INSTRUMENTS

STRAUMANN 速 SLActive 速 SCIENTIFIC STUDIES FOURTH EDITION (2010)

Straumann速 Implant System

Straumann速 Implant System

19

design elements

Photographs for Ads The background of these photographs has to be white (only white). The product is clearly recognizable.

The depicted object is often shown together with a shadow.

Photographs for patient material Patient materials may use photographs of people in 'real life' situations. Its very important that the models give the impression of being natural and unposed; naturally, they should have beautiful teeth. The age, gender and cultural background of the models should be appropriate for the topic of the brochure. The pictures should be shot by a professional photographer or be acquired from a professional agency like itsockphoto, gettyimages, corbis, etc. In all cases, Straumann must have signed permission from the model (or, in case of children, the model’s parents) for use in dental promotional material.

20

5. print media 5.1 overview Straumann publications can be roughly divided into two categories: technical documentation (e.g. step-by-step instructions/basic information brochures, product catalogs, scientific flashes, white papers, etc.) and marketing documentation (e.g. product flyers, marketing brochures, patient materials, advertisements, banners, etc.)

marketing

“IF YOU REALLY WANT TO MAKE NARROW DIAMETER IMPLANTS, NEW MATERIALS WILL BE NEEDED.” 1

ROXOLID™

“IF WE ARE GOING TO REDUCE DIAMETER WE NEED SOMETHING STRONG.” 1

Jan Gottlow, University of Gothenburg

THE NEW “DNA” OF IMPLANT MATERIALS

CLINICAL APPLICATIONS OF ROXOLID™ SMALL DIAMETER IMPLANTS

Stephen Barter, Eastman Dental Institute

FLEXIBILITY OF HAVING MORE TREATMENT OPTIONS

There are situations where larger diameter implants may pose some issues.

When treating patients, you want to make sure to offer them the best possible solution at all times. Therefore, you need the freedom

With Roxolid™ clinicians can address these situations, such as:

to choose the solution you want to deliver. Due to limitations of current small diameter implants, treatment options might be reduced because of mechanical aspects, limitations regarding indications or missing prosthetic flexibility. In a non-interventional study, it

p p p p p

Narrow interdental space

has been observed that Roxolid™ implants have been used for many clinical situations.6 Roxolid™ small diameter implants provide

Thin alveolar ridge

a wide range of treatment options. This supports you in choosing the optimal solution for your patients in specific clinical situations.

Congenitally missing lateral incisors New treatment options chosen with Roxolid™ Ø 3.3 mm implants

Maximization of bone and vascular supply Maximization of facial bone support

60 %

Roxolid™ implants

Differentiate yourself and your practice by offering Roxolid™.

CONFIDENCE WHEN PLACING SMALL DIAMETER IMPLANTS

40 % 58 %

20 %

42 %

Implants are exposed to high forces and need to demonstrate good osseointegration. These factors are especially important when small diameter implants are chosen due to their reduced size. The combination of the Roxolid™ material and the SLActive ®

0%

surface specifically addresses these two parameters. Mechanical tests have demonstrated higher strength of Roxolid™ implants

new treatment option

compared to pure titanium implants2,3. This high strength is combined with the hydrophilic SLActive ® surface, whose excellent with small diameter implants.

OSSEOIN OF TE

Fig. 3: The non-interventional study demonstrates that in nearly 50 % of the cases, Roxolid™ implants have been used where small diameter implants were previously avoided 6

1000

G

D

TH G

AN

!·

S

M

Tensile strength (MPa)

R

TION RA

· THE FUS IO

osseointegration properties have been shown in various pre-clinical4 and clinical studies.5 This delivers peace of mind for treatments

N

old treatment option

N AT E RIA L STR E

DESIGNED TO INCREASE PATIENTS’ ACCEPTANCE OF IMPLANT TREATMENT

800

Patients’ requirements are becoming more complex. Accordingly, you strive to offer them an optimal solution and comfortable treatment. In order to meet their needs you can differentiate your practice through the benefits of small diameter implants. Roxolid™

600

offers greater confidence when placing small diameter implants. Roxolid™ implants can be the solution you are looking for.

35

400

30 Titanium gr. 43 cold worked

Roxolid™

Roxolid™3

Fig. 1: Tensile strength of Roxolid™ is superior to annealed and cold worked titanium2

Titanium

Fig. 2: Histological analysis showing Roxolid™ (left) and titanium (right). They have shown a better bone in-growth behavior of Roxolid™ compared to pure titanium4

25 Patients

ASTM Titanium2

20 15

31

10

18

5 0 referred cases

suitable cases

Fig. 4: A market survey has shown that out of 31 patients which are suitable for implant treatment, 18 patients are referred to a treatment.7 Roxolid™ implants are designed to increase this acceptance for implant treatment

technical

4. SOFT TISSUE MANAGEMENT 3.4 THERMOPLASTIC DRILL TEMPLATE Art. No.

Article

040.526

Thermoplastic Drill templates set, single tooth, contents:

CARE AND MAINTENANCE OF SURGICAL AND PROSTHETIC INSTRUMENTS 040.527

Dimensions

Material

Thermoplastic drill template for single-tooth sites (V5)

sleeve height 10 mm, inner-Ø 2.3 mm

titanium/ polymer

Guide pin (V5)

length 20 mm, Ø 2.3 mm

stainless steel

Drill for dental laboratory

Ø 2.3 mm

steel

Thermoplastic drill template for free-end situations (V5)

sleeve height 10 mm, inner-Ø 2.3 mm

titanium/ polymer

Guide pin (V5)

length 20 mm, Ø 2.3 mm

stainless steel

Drill for dental laboratory

Ø 2.3 mm

steel

The Straumann® Bone Level Implant line puts a strong emphasis on esthetic considerations. It offers tailormade solutions that allow for natural soft tissue shaping and maintenance in all indications. A versatile portfolio of healing and temporary abutments is available, including customizable products made of polymer for easy and fast processing.

Thermoplastic drill templates set, free-end situation, contents:

V5 = 5 components per pack For more detailed information, refer to the package insert “Thermoplastic Drill Template Sets” (Art. No. 150.902).

Drill a hole in the previously determined implant position and axis in the plaster anatomic cast. Then insert the pin into the drilled hole in order to check the implant position. Subsequently, heat the template in water until it is soft and transparent. Place the template on the guide pin and press it onto the plaster teeth. After it has cooled and been disinfected, the thermoplastic drill template determines exactly how the pilot drill (Ø 2.2 mm) is to be guided.

Healing abutment

Temporary restoration

Final restoration

Esthetic results are crucially determined by successful soft tissue management. To optimize the soft tissue management process, various components with Consistent Emergence Profiles™ are available in the prosthetic portfolio of the Straumann® Bone Level Implant. This applies for all healing abutments, the temporary abutment and the abutments for the final restoration. Thus, the emergence profiles are uniform throughout the treatment process (for optimal healing abutment selection see chapter 4.3).

4.1 SOFT TISSUE MANAGEMENT SOLUTIONS

Straumann® Implant System Healing Abutment

Drill hole template for single tooth gap

Drill hole template for free end saddle Customizable healing abutment

(polymer with titanium alloy inlay)

(titanium alloy (TAN))

(titanium)

(polymer)

chapter 4.5

chapter 4.6

chapter 4.2

chapter 4.4

Prefabricated healing abutment

14

3. Preoperative planning

Temporary Abutment

4. Soft tissue management

15

Please note that this booklet only focuses on marketing documents – for more information and guidelines on technical documentation, please contact the Creative Agency at Straumann HQ.

21

print media

5.2 Layout of Brochure Front Covers, Posters and Advertisements StraumannŽ advertisements are crucial in representing the company and products at trade shows or in specialist journals. Accordingly, their appearance should correspond to certain general guidelines and a defined structure. The layout for the front cover of a brochure is nearly identical to that of the advertisements – only the body text 4 is omitted.

1 2 3 4

5

6

7 8 9

22

print media

ExplAnation of the front cover layout on A4 Format* 1 The Straumann logo is placed at top center of the page 2 Use either the full form (‘Straumann® Product’) or simply ‘Product’ in bold capital letters. The font

size of the headline is 24 point.

3 Place the main claim below the product name in capital letters (usually not bold). This font size is

also 24 point. The line space of the headline is 34 point.

4 Sales proposition for product, usually in a font size of 9 point (min. 7 point).

5 3D visual of product or visual representing claim. Partial visuals (e.g. water splashes, lines) may

be used to complement the main visual (optional).

6 Additional information on the product/product line (optional).

7 The internet address and phone number of the respective country subsidiary (optional) may be

used in marketing materials as a design element (optional). The font size of this information is the same as in 4 8 The lime green bar has a height of 4 mm. On the A5 format, the height is 2.5 mm.

9 Straumann claim; for patient material, the short version is used. The green Straumann bar has a

height of 35 mm. On the A5 format, the height is 25 mm.

exceptions Please note that some Straumann advertisements within the framework of a larger campaign (e.g.

‘Esthetics by…’) place additional weight on the main claim. In such cases, the product does not appear in capital letters in the headline and is instead marked bold within the text at least at first mention.

* Please note that all measurements are based on an A4 format and have to be proportionally modified when working in a different format.

23

print media

5.3 L ayout inner face In contrast to technical brochures, there is no set of ‘rules’ regarding the content of marketing documents. However, there are certain general guidelines which we recommend you follow when creating a manuscript and visualizing a layout.

1 2

“IF YOU REALLY WANT TO MAKE NARROW DIAMETER IMPLANTS, NEW MATERIALS WILL BE NEEDED.” 1

“IF WE ARE GOING TO REDU SOMETHING STRONG.” 1

Jan Gottlow, University of Gothenburg

CLINICAL APPLICATIONS OF ROXOLID™ SMALL DIAMETER IMPLANTS

FLEXIBILITY OF HAVING MORE TREATMENT OPTIONS

There are situations where larger diameter implants may pose some issues.

When treating patients, you want to make sure to offer them the best po

With Roxolid™ clinicians can address these situations, such as:

to choose the solution you want to deliver. Due to limitations of current sm

because of mechanical aspects, limitations regarding indications or miss

p p p p p

3

Narrow interdental space

has been observed that Roxolid™ implants have been used for many clin

Thin alveolar ridge

a wide range of treatment options. This supports you in choosing the opt

Congenitally missing lateral incisors

New treatment options chosen with Roxolid™ Ø 3.3 mm im

Maximization of bone and vascular supply Maximization of facial bone support

60 %

Roxolid™ implants

Differentiate yourself and your practice by offering Roxolid™.

CONFIDENCE WHEN PLACING SMALL DIAMETER IMPLANTS

40 % 58 %

20 %

Implants are exposed to high forces and need to demonstrate good osseointegration. These factors are especially important when small diameter implants are chosen due to their reduced size. The combination of the Roxolid™ material and the SLActive ®

0%

surface specifically addresses these two parameters. Mechanical tests have demonstrated higher strength of Roxolid™ implants ®

osseointegration properties have been shown in various pre-clinical4 and clinical studies.5 This delivers peace of mind for treatments with small diameter implants.

4 new treatment option

compared to pure titanium implants . This high strength is combined with the hydrophilic SLActive surface, whose excellent 2,3

42 %

old treatment option

Fig. 3: The non-interventional study demonstrates that in nearly 50 % of the cases, Roxolid™ implants have been used where small diameter implants were previously avoided 6

Tensile strength (MPa)

1000

DESIGNED TO INCREASE PATIENTS’ ACCEPTANCE OF IMPLA

800

Patients’ requirements are becoming more complex. Accordingly, you str

5

treatment. In order to meet their needs you can differentiate your practice

600

offers greater confidence when placing small diameter implants. Roxolid 35

400

30 Titanium gr. 4 cold worked 3

Roxolid™

3

Fig. 1: Tensile strength of Roxolid™ is superior to annealed and cold worked titanium2

Roxolid™

Titanium

Fig. 2: Histological analysis showing Roxolid™ (left) and titanium (right). They have shown a better bone in-growth behavior of Roxolid™ compared to pure titanium4

25 Patients

ASTM Titanium

2

20 15

6

10

31 18

5 0 referred cases

suitable cases

Fig. 4: A market survey has shown that out of 31 patients which are suitable for implant treatment, 18 patients are referred to a treatment.7 Roxolid™ implants are designed to increase this acceptance for implant treatment

7

24

print media

Explanation of the inner face layout on A4 Format* 1 The green Straumann bar has a height of 13 mm. In the A5 format, the height stays the same.

2 The lime green bar has a height of 2 mm. In the A5 format, the height stays the same.

3 The document should contain an introduction with text/bullet points listing the main features or

benefits of the product/system (usually in a font size of 9 point).

4 The main text may feature product pictures, additional services, or scientific sources. It may also

mention related products, application range, etc.

5 In the case of tables or graphs, use a combination of lime green and gray for a fresh, light look.

6 In case of the latter, footnotes in short documents should be limited to a minimum (usually in a font

size of 7 point).

7 To create distinctly product-specific brochures, the respective visuals reappear partially as design

elements within the documents.

In marketing brochures, the dark green bar is usually placed on the top of the page, but may also appear on the bottom. In rare cases, use of a lime green bar may be permitted as a design element.

In technical brochures, the bar must be placed on the top of the page!

* Please note that all measurements are based on an A4 format and have to be proportionally modified when working in a different format.

25

print media

5.4 L ayout back cover Ideally, the back of a cover presents some sort of ‘overview’ of a system, product application or summary of previously mentioned content (e.g. benefits and features). In the layout, the partial design elements may be repeated. The back cover always ends with the green Straumann bar containing the website address in white font. The dimensions of the green Straumann bar and the lime green bar on the bottom are the same as on the front cover.

© Institut Straumann AG, 2009. All rights reserved. Straumann® and/or other trademarks and logos from Straumann®

that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved.

S E T T I N G T H E D I E PA R A M E T ERS

Normal preparation No parameter adjustments necessary

Sharp incisal edge Increase Correction of milling radius to allow for the sharp edge

by approx. 10 – 20 %

Flat preparation, very conical preparation Increase Beginning of spacer above PL (up to max. 2/3 of die height) to achieve more friction

by approx. 0.01 mm

Reduce Cement gap for a tighter fit Preparation with parallel walls without shoulder Increase Cement gap to achieve a looser fit

by approx. 0.01 – 0.02 mm

Preparation with parallel walls and shoulder Reduce Beginning of spacer above PL until the colored zones inside the copings decrease

by approx. 0.01 mm

Increase Cement gap to achieve a looser fit Parallel walls on bridges In bridge situations there may be opposing parallel walls with colored areas inside the copings

by approx. 0.01 mm

Reduce Beginning of spacer above PL until the colored zones inside the copings decrease 09/09

Increase Cement gap to achieve a looser fit The information above applies to all materials and is provided to optimize the individual fit. We generally advise you to use default

IPS e.max® is a registered trademark of Ivoclar Vivadent AG, Liechtenstein. © Institut Straumann AG, 2010. All rights reserved. Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved.

EXCELENTE MANIPULACIÓN Y SERENIDAD p 100 % sintético, elimina cualquier riesgo de transmisión de enfermedades p Straumann® BoneCeramic absorbe rápidamente los líquidos, por lo que se adhiere al instrumento de aplicación y, posteriormente, al defecto óseo.

AMPLIA GAMA DE INDICACIONES

Alvéolos post-extracción

Defectos óseos de la cresta alveolar

Elevación de seno

Estudios sobre Straumann® BoneCeramic 1. Cordaro L. et al. Clin. Oral. Impl. Res. 2008; 19: 796-803 2. Froum S. J.et al. Int. J. Periodontics Restorative Dent. 2008; 28: 273-281 3. Artzi Z. et al. Clin. Oral Impl. Res. 2008; 19: 686-692 4. van Assche N. et al. Poster EAO 2007. Data on file (study CR 04/05) 5. Mardas N. et al. Poster IADR 2008. Data on file (study CR 03/05) 6. Friedmann et al. Clin.Oral Impl. Res. 2009; 20: 708-14 7. Zafiropoulos 2007. Periodontol. 2007; 78: 2216-2225 8. Jensen et al. J Biomed Mater Res B Appl Biomater. 2009; 90(1): 171-81 9. Jensen S. S. et al. Clin. Oral. Impl. Res. 2007; 18: 752-760 10. Schwarz F. et al. Int. J of Oral & Maxillofacial Surgery 2007; 36: 1198-1206

Dehiscencias

Defectos intraóseos/ furcaciones

Indicaciones Elevación de seno Elevación de seno Elevación de seno Dehiscencias Preservación de las dimensiones de la cresta alveolar Elevación de seno y aumento lateral Defectos periodontales Estudio preclínico, defectos estandarizados en la mandíbula Estudio preclínico, defectos estandarizados en la mandíbula Estudio preclínico, dehiscencias

UN ESTÁNDAR PARA EL ÉXITO «Hemos utilizado BoneCeramic más de 1.000 veces y se ha convertido en una valiosa ayuda cuando se requieren medidas de aumento. Se ha convertido en un estándar por sus componentes totalmente sintéticos, su volumen constante y un índice de éxito muy elevado de hasta el 99,6 %.» (Dr. A. Stricker) «Mi elección de SBC como material de injerto se basa en sus propiedades osteoconductoras y conservadoras del espacio, imprescindibles para el apoyo estructural a largo plazo de los tejidos periimplantarios duros y blandos.

La degradabilidad de la cerámica ósea es una propiedad deseada, ya que permite la sustitución gradual del injerto por hueso vital, capaz de conseguir la osteointegración.» (Dr. B. Levin)

© Institut Straumann AG, 2009. Reservados todos los derechos. Straumann® y/o otras marcas registradas y logotipos de Straumann® aquí mencionados son marcas o marcas registradas de Straumann Holding AG y/o sus filiales. Reservados todos los derechos.

© Institut Straumann AG, 2010. All rights reserved.

Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved.

www.straumann.com

26

04/10 152.815/e

settings or to make only minor adjustments.

print media

5.5 Discl aimers On all Straumann publications, products by Straumann or other manufacturers have to be accounted for in a disclaimer. The following standard texts have been defined for the six Straumann languages; for any other language, please make sure to define your own foreign language version and use it consistently in all publications. The standard text may not be modified or altered in any way.

On brochures, the disclaimer is placed underneath the Headquarters address. In shorter publications, the disclaimer appears either above the lime green bar or, to save space, vertically on the righthand side of the page.

English Straumann® and/or other trademarks and logos from Straumann ® that are mentioned herein are trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. german Straumann® und/oder andere hier erwähnte Marken und Logos von Straumann ® sind Marken oder eingetragene Marken der Straumann Holding AG und/oder ihrer verbundenen Unternehmen.

FRench Straumann® et/ou les autres marques commerciales et logos de Straumann® mentionnés ici sont des marques commerciales ou des marques déposées de Straumann Holding AG et/ou de ses sociétés affiliées.

ITalian Straumann® e/o altri marchi e loghi di Straumann ® qui citati sono marchi di fabbrica o marchi registrati della Straumann Holding AG e/o delle sue aziende collegate.

Spanish Straumann® y/u otros marcas y logotipos de Straumann ® aquí mencionados son marcas o marcas registradas de Straumann Holding AG y/o sus filiales.

Portuguese Straumann® e/ou outras marcas comerciais e logótipos de Straumann® aqui mencionados são marcas comerciais ou marcas comerciais registadas de Straumann Holding AG e/ou suas afiliadas.

5.6 FOOTNOTES Footnotes must be clear and easy to read. They should be in a font size that is appropriate to the size of font used in the main body. 7 point is the minimum. Where possible and appropriate, footnotes should appear on the same page as the mention in the text.

5.7 REFERENCES The font rules for footnotes also apply for references, which should be consistent with the 'Vancouver' style of referencing and may appear on the same page as the mention in the text, or collectively on following pages or at the end of the chapter / text.

27

print media

5.8 Paper qualit y Paper is more than just a carrier of printed information. Like the character of a type-face, the nature and feel of paper play an important role in the overall impression made. When selecting paper, it should be remembered that different types of paper also convey different moods, due to structure and surface. The optical and tactile impression of the paper quality of a printed item should therefore not be underestimated. Matte art paper is always recommended for printed matter.

The minimum requirement for the production should be 100 % chlorine-free bleached cellulose material. The fineness of the paper, which can be felt, and the matte effect, express understatement and create an impression of high quality. They convey the modern thinking of Straumann and have the effect of being pleasant and friendly. Printers will be pleased to advise in the selection of paper based on the information below.

Paper brand

LUXOART SILK; white, coated semi-matte

Paper thickness brochure cover/flyer 250 g/m2; content 135 g/m2

28

6. Business Mat ters 6.1 Let terhead Letterheads follow the general rules of the guidelines. The green fading bar at the bottom has a height of 10 mm (0.39“). No lime green flash is used on business documents! The size of the logo is 55 mm (2.16“) and the letterheads are DIN A4 (210 x 297 mm) / US letter (8.5” x 11”). All text printed from a PC should use Arial.

1

2 Firstname Lastname Road xx xxxx Town

Please contact Author Telephone +41 965 10 00 Telefax +41 61 965 10 00 Mobile

3

+41 79 000 00 00 E-Mail firstname.lastname@straumann.com

Headline Rud delismodiam duipsum sandionulla feuguer iliquis doleniam ilit lan ulla autat aliquam dunt utpatem quat, velis nulla alit, quis et, susto corpero core te tat, quatuerat, quipis nismolor aliquip sustie magna faciduipsum zzrit ad te faccum ilit alis eum vendrercinim alismodio doloboreet, velesto dit ea commy num ing ex eril essit nullan vel ut nosto odiamconse magna aliqui tem quis euismol orercin utatis nonse tie volessequi blan ulluptatis exer sit, quamconum ip eliquisi blaorercin et autem irit ulput at.

Magnibh ea facinibh etum ercidui blandio odigna feugue ex esent vel iureet ex eum dolobore consequisi ea faccum in ulla feugiam commod modolore velis nonsendre duipsum vel utat praeseq uatetue commy nonsectet lore vel utat velessectet nulla corem veratue veniamet aut ate dolute ea feu feugiam veliscin vero odipis dolor secte doloborem eliqui blandigna facipis modolobore tate venibh ea con eu feugiat.

Ed tet, sum num incip ent dignit am, veliquat. Ut ea facipsum il ea alit velit am veros nullum autpatumsan ut ero do eraesto core min utpat.

Quat. Estie ex ercilis ad te faciduis nostrud tatuerc illaorperos ea alis am vullam dunt loreetum in henis nostincilit wis dunt velendre commy niam, sustrud magna ad et lorer sim at dolum do dip et lutpatu erilism odigna feu feumsan utem ing endre faci et adignisit velenis sequiss equatueros dignibh eugait numsandit laore magna faci essequisci tat nos nulputem quis adip ex eros er iniat verit, quipsum quat wisim accum velenim ate consequisi exeros ex exero consed tat alit et erostrud eugue commy num nis nulla faccum estrud delessenit incidunt laore vullam, cor accum vercing eugait praesecte eriliquatie dolorpero dolobore delismodo odolore min vulput ilis nibh et amcor autem do el esequis dunt lamet iriusto eliscil ilis eugueros num irilit niam delent veliquat nonsequis dolore consed tat, conullaor sectem quat wissit veliquis nisit ut ulla facil del eumsan.

Institut Straumann AG ▪ Peter Merian-Weg 12 ▪ CH-4002 Basel ▪ Switzerland Phone +41 (0)61 965 11 11 ▪ Fax +41 (0)61 965 11 14 ▪ info@traumann.com ▪ www.straumann.com

4

5 6

1 Strauyamann logo

4 Body text Arial 9/14 pt.

2 Recipient address

5 Contact information

3 Sender address and date

6 Green background with fading

29

bUsiness m at ters

6.2 Fa x paper Fax paper is printed in black and white. Please note that this is the only medium on which the 100 % black logo may be used. For improved readability, the margin for text and logo is wider than on other materials. The green bar is not incorporated on fax stationery.

The fax Word template is uploaded automatically to all PCs of Straumann employees.

1.5 mm 1

telefa x message 1/2

to:

max muster

from:

sandra muster

Copy:

sven muster

Date:

01. November 2010

2

Re: Pages:

2

fax-No:

555 5555 55 55

Headline Rud delismodiam duipsum sandionulla feuguer iliquis doleniam ilit lan ulla autat aliquam dunt utpatem quat, velis nulla alit, quis et, susto corpero core te tat, quatuerat, quipis nismolor aliquip sustie magna faciduip sum zzrit ad te faccum ilit alis eum vendrercinim alismodio doloboreet, velesto dit ea commy num ing ex eril essit nullan vel ut nosto odiamconse magna aliqui tem quis euismol orercin utatis nonse tie volessequi blan ulluptatis exer sit, quamconum ip eliquisi blaorercin et autem irit ulput at. Magnibh ea facinibh etum ercidui blandio odigna feugue ex esent vel iureet ex eum dolobore consequisi ea faccum in ulla feugiam commod modolore velis nonsendre duipsum vel utat praeseq uatetue commy nonsectet lore vel utat velessectet nulla corem veratue veniamet aut ate dolute ea feu feugiam veliscin vero odipis dolor secte doloborem eliqui blandigna facipis modolobore tate venibh ea con eu feugiat.

3

Ed tet, sum num incip ent dignit am, veliquat. Ut ea facipsum il ea alit velit am veros nullum autpatumsan ut ero do eraesto core min utpat. Quat. Estie ex ercilis ad te faciduis nostrud tatuerc illaorperos ea alis am vullam dunt loreetum in henis nostincilit wis dunt velendre commy niam, sustrud magna ad et lorer sim at dolum do dip et lutpatu erilism odigna feu feumsan utem ing endre faci et adignisit velenis sequiss equat ueros dignibh eugait numsandit laore magna faci essequisci tat nos nulputem quis adip ex eros er iniat verit, quipsum quat wisim accum velenim ate consequisi exeros ex exero consed tat alit et erostrud eugue commy num nis nulla faccum estrud delessenit incidunt laore vullam, cor accum vercing eugait praesecte eriliquatie dolorpero dolobore delismodo odolore min vulput ilis nibh et amcor autem do el esequis dunt lamet iriusto eliscil ilis eugueros num irilit niam delent veliquat nonsequis dolore consed tat, conullaor sectem quat wissit veliquis nisit ut ulla facil del eumsan.

This telefax is confidential and may contain legally privileged information. If you are not the intended recipient, please inform the sender immediately and delete this telefax including any attachments.

Institut Straumann AG b Peter Merian-Weg 12 b CH-4002 Basel b Switzerland Phone +41 (0)61 965 11 11 b Fax +41 (0)61 965 11 14 b info@straumann.com b www.straumann.com

30

1 Straumann logo

3 Body text Arial 9/14 pt.

2 Fax data

4 Contact information

4

bUsiness m at ters

6.3 business card Straumann business cards are the same size as a standard credit card (85 mm x 54 mm/3.375” x 2.125”) and use a horizontal format. Optionally (eg. for sales representatives), a two-sided business card may be used. For cost reasons, it is recommended that business cards should be printed using Pantone color. Please note that the lime green flash is not used on business cards.

The template is available for download on the CD-ROM.

Firstname Lastname Title/Function Direct Dial +41 (0)61 965 11 11 Phone +41 (0)61 965 11 11 Fax +41 (0)61 965 11 11 Mobile +41 (0)61 965 11 11 firstname.lastname@straumann.com

Straumann Holding AG Peter Merian-Weg 12 CH-4052 Basel Switzerland www.straumann.com

6.4 message card Message cards have a format of 148 x 105 mm (5.83” x 4.13”). The height of the green bar is 15 mm (0.59”) and contains the web address. Please note that the lime green flash is not used on message cards.

31

bUsiness m at ters

6.5 Envelopes Before production, please check your national postal requirements. If necessary, please change the design accordingly and send a specimen to Creative Agency for approval.

1 CODING AREA

FRANKING AREA

FRANKING AREA

FRANKING AREA

Institut Straumann AG

▪

Peter Merian-Weg 12

▪

CH-4052 Basel

▪

Switzerland

10 M M

CODING AREA

Institut Straumann AG

▪

Peter Merian-Weg 12

▪

CH-4052 Basel

▪

Switzerland

1 These zones must stay white and may not contain any elements.

32

7. promotional items 7.1 giveaways All Straumann promotion material should use white, gray, silver or, in rare situations, black as a basic color. Straumann Green should be used for color accents on gifts (e.g. clip on a pen, collar on a shirt). The Straumann logo should always be printed in its original colors. However, there can be exceptions (e.g. Straumann notebook).

33

8. tr adem arks The consistent presentation of Straumann products is a key factor in the creation of marketing and other materials. This includes correct usage of product branding, including unregistered and registered trademark symbols.

8.1 Unregistered and registered tr adem arks The following list provides an overview of Straumann brands and products and their registration status as designated by the symbol.

Logos

STRaumann ® CARES ® DIGITAL SOLUTIONS Straumann® CARES ® Visual Straumann® CARES ® Scan CS2 Straumann® CARES ® CADCAM Straumann® CARES ® Guided Surgery etkon™ etkon™_visual coron® polycon® ticon® zerion™

PRoducts Biora ® Emdogain® PrefGel ® BoneCeramic™ MembraGel ®

34

tr adem arks

materials & Product lines SLA® synOcta ® SLActive ® Water implant (as a registered design) CARES ® CrossFit ® Bone Control Design™ Roxolid ®

Slogans/tag lines More than implants™ Naturally attractive™ Eliminate the Dip ® The surface with success built in® Consistent Emergence Profiles™

PRoducts Please note that this list reflects the status of registrations (September 2010) and is subject to change.

This list is not intended to be exhaustive; adhering to this content will not guarantee or substitute for final approval of a marketing document. Please also note that some registrations are valid for some regions only.

8.2 use of tr adem arks As a general rule, products should carry their respective trademark or registered sign at least once on each page, preferably at first mention (e.g. in headlines, introductions, etc.). For repeated use within one document, Straumann HQ recommends using the symbols as consistently as possible. If a product appears together with the registered Straumann® (e.g. Straumann® Emdogain, Straumann® SLActive, etc.), the registered sign behind the product is usually dropped to avoid ‘overloading’*.

This particularly applies to highly visible texts in headlines, advertisements, etc.

* Please note that ‘CARES ®’ must always be mentioned carrying its registered trademark sign and may never appear without the preceding ‘Straumann®’. Also, the usage of

®

combined with ™ (e.g. Straumann® MembraGel™) is permitted.

35

9. st yle guide Style and translation guide One of the most challenging endeavors of a multi-national, multi-lingual company like Straumann is the development of a ‘Corporate Language’ which is internationally understood and recognized.

Please refer to the following recommendations for the writing of original manuscripts in English and adhere to the translation guidelines in all subsequent processes.

9.1 English m anuscript guidelines As a general rule, documents are written in English and are passed through an approval process at headquarters in Basel, Switzerland before they are released for publication. For stylistic and formal coherence, the following should be observed:

Content Marketing documents should place an emphasis on the main sales proposition of the respective product and should be conceived according to the formats usually employed by Straumann (e.g. one-page advertisement, four-page flyer, marketing brochure, etc.).

In very short documents, footnotes should be avoided whenever possible.

The use of more than one expression/term for one and the same product/procedure/system should be avoided.

Coherent and correct usage of trademarks and third-party product references should be ensured throughout the document.

Standard texts such as disclaimers or similar (if such exist for the respective product) create a uniform look across our documentation and should be used if available.

Format All Straumann documents follow American English spelling rules: color vs. colour, analyze vs. analyse, enrollment vs. enrolment, center vs. centre, catalog vs. catalogue, check vs. cheque, judgment vs. judgement, license vs. licence, program vs. programme, counseling vs. counselling.

For English, Straumann employs the dot as the decimal sign on the baseline (e.g. 5.2).

In units of measurement, a non-breaking space has to be placed between number and unit (e.g.

100 km, 40 %, 26 °C, Ø 6 mm), in accordance with the International System of Units (SI).

Commas may not be used to separate long sequences of digits (e.g. 200 000).

Use upper case and singular case when referring to the specific product name (e.g. drill stop as a generic name vs. Straumann® Drill Stop).

Double quotation marks “ ” are reserved for speech. Single quotation marks ‘ ’ are used to highlight / distinguish words / terms in text and to use within quotations / speech, e.g. “I admire Straumann’s principle of ‘simply doing more’,” he said.

36

St yle guide

9.2 Foreign l anguage documents Foreign language documents are a vital tool in representing Straumann’s corporate identity products in different markets worldwide. When creating original documents in a language other than English, the points mentioned in the Content section of chapter 9.1 should be observed. For translation, the following additional guidelines must be observed:

Content Unless different legal or regulatory requirements apply, it is vital that the wording of the original document be maintained. Content may not be added or modified, unless the requested changes were previously approved and implemented into the English master copy by HQ or have undergone the standard approval process in the jurisdiction of the respective language.

To maximize readability and to minimize potential legal implications, it is absolutely vital that technical documentations, user manuals and similar texts always use consistent terminology in all languages.

Format For languages other than English, Straumann employs the comma as the decimal sign on the baseline (e.g. 5,2).

With abbreviations, it is recommended that the translator places the abbreviation and its English long form in brackets following the translation, e.g. deproteinisiertes bovines Knochenmineral (DBBM, deproteinized bovine bone mineral). If an official abbreviation exists and is known in the country, the translator places the official abbreviation in brackets following the translation of the long form, e.g. Estados Unidos (EE.UU.)

Do not translate Product and company names: Institut Straumann AG, Straumann Holding AG, Straumann CADCAM GmbH, Straumann ® MembraGel™, Straumann® Dental Implant System, Straumann® CARES ® Guided Surgery, Straumann® CARES ® Digital Solutions, Straumann® BoneCeramic, IPS e.max ® CAD, etkon™_visual The Straumann claim: Committed to simply doing more…

Titles relevant to Straumann® in the framework of a new corporate marketing appearance, launch, campaign, etc. (e.g. ‘For Life’).

Footnotes, References, Bibliography (titles of articles, publications, etc.)

37

10. Electronic media 10.1 PowerPoint presentations PowerPoint is a key tool for sharing information on Straumann externally. It is important, therefore, that PowerPoint presentations have a consistent Straumann feel and look. Furthermore, they should reflect our core beliefs of simplicity and reliability (quality). The Straumann guidelines for PowerPoint presentations – with templates, rules and recommendations – are available on my.straumann. The template is also available directly in PowerPoint. The examples below can be found with further details in the template.

38

electronic media

10.2 Online applications (websites, portals, etc.)

Graphic and layout requirements for online publishing differ from those for print media. Nevertheless, the principles of the Straumann Corporate Design / Corporate Identity Policy are still valid, although their application may vary. For this reason an Appendix containing rules and guidelines will be developed and published on my.straumann.

39

© Institut Straumann AG, 2010. All rights reserved.

Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved.

Straumann products are CE marked 11/10 BA1110

International Headquarters Institut Straumann AG Peter Merian-Weg 12 CH-4002 Basel, Switzerland Phone +41 (0)61 965 11 11 Fax +41 (0)61 965 11 01