Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

The Alex Group Logo . . . . . . . . . . . go to sectionI

Logo Old Concept . . . . . . . . . . . . . . . . . . . . . . . . . 5
Logo Idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Logo Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Logo Color Indication . . . . . . . . . . . . . . . . . . . . . . . 9
Clear Space and Minimum Size Requirements . . . . 10
Color Applications . . . . . . . . . . . . . . . . . . . . . . . . . 11
Unacceptable Forms . . . . . . . . . . . . . . . . . . . . . . . 12 Corparte Identity . . . . . . . . . . . . . . . go to sectionI
Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Color . . . . . . . . . . . . . . . . . . . . . . . . go to sectionI Flyer Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Color Formulas . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Logo Downloads . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Gradient Overlay . . . . . . . . . . . . . . . . . . . . . . . . . .15 Logo Color Options . . . . . . . . . . . . . . . . . . . . . . . . 23

Design Elements . . . . . . . . . . . . . . . go to sectionI Logo Options . . . . . . . . . . . . . . . . . . go to sectionI

Dot Pattern . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Logo Option 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Dot Pattern Execution . . . . . . . . . . . . . . . . . . . . . . . 18 Logo Option 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

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 Introduction
The Alex Group Brand projects our core corporate values and mission to enhance
the health, safety, and quality of life for all. It’s an expression of our commitment
to provide breakthrough solutions to improve health and advance science.

The Alex Group Brand is reflected each time we communicate internally, as well as
to our marketplace. From our logo to our website, to all of our marketing materials,
consistency is the key to effectively communicating the Alex Group Brand.

This document serves as a valuable tool for ensuring that a clear and consistent
presentation of the Alex Group Brand identity is sustained throughout all forms
of communication.

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Alex Group Logo
 Logo Old Concept

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 Logo Idea

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 Typography

Primary Typeface

Secondary Typeface
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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 Logo Design

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 Logo Usage
Logo Color Indication

C :0 C :0
M:100 R :52 M:0 R :47
Y :100 G:73 Y :0 G:1
K :0 B :53 ..................................... K :50 B :2

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 Logo Usage
Clear Space and Minimum Size Requirements
Unless designated otherwise in an approved template, observe the following guidelines:

Clear Space Requirements Minimum Size

It is important to always maintain a minimum amount of clearance around the The Alex Group logo must never appear smaller than .75” (19 mm)
Alex Group logo. This clear space will make sure that the logo is always properly across as shown in the sample. This minimum size will assure
that the logo is legible in all forms of reproduction.
staged in relation to other elements and is clearly visible.

A minimum distance equal to the height of the dot over the lowercase ‘i’
must be maintained around the entire logo.

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 Logo Usage
Color Applications
The following examples show the acceptable forms of the Alex Group Logo:

Corporate black logo with red Solid black logo for use on Solid white logo for use on Optional use of white logo
dot for use on white or clear white or light backgrounds/ dark colored backgrounds/ with red dot on solid black
materials. images/materials. images/materials. background or materials only.

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 Logo Usage
Unacceptable Forms
With the exception of proportionate scaling, the logo should not be changed in any way.

Do not vertically scale/stretch the logo. Do not alter the color of the logo.

Do not horizontally scale/stretch the logo. Do not alter the color of the dot on the “A” in the logo.

Do not fill the logo with gradation, texture or pattern. Do not place the logo on a similar/same color background.

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Color
 Color Formulas

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 Gradient Overlay
The gradient overlay described below is used to create depth and texture in title bars, icons
and other large expanses of color in our printed and projected collateral.

Note that overlay percentages vary depending on base color

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Design Elements
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Dot Pattern
and Execution
 Design Elements
Dot Pattern
A key element of the Alex Group design language is a series of dot patterns. They reference the historical and
ongoing role that bead-based technology plays in the success of Alex Group and echo the circular forms present
in our past design languages.

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Design Heritage
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Simplified Fromage
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 Design Elements
Dot Pattern

The following are the approved forms the Alex Group dot patterns may take:

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Stationary
 Corporate Identity
Stationary

Letter Head
B-Card
Envelop A4
Envelop American
Folder
Pen

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 Corporate Identity
Flyer Design Layout

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 Logo Downloads

Filename: Filename: Filename: Filename:

Alex_LOGO_BLACK_186 Alex_LOGO_BLACK Alex_LOGO_WHITE Alex_LOGO_WOK_186_CMYK

Available as: Available as: Available as: Available as:

.jpg
.eps .eps .eps .eps
.png .png .png .png

File formats:
.jpg : on-screen display. for use on white backgrounds only.
.eps : printed material.
.png : on-screen or printed material. transparent background.

Please refer to page 7 for Logo Usage Color Applications.

Alex_LOGO_BLACK for use on light backgrounds/images.
Alex_LOGO_WHITE for use on dark backgrounds/images.
Alex_LOGO_WOK_186_CMYK for use on black backgrounds only.

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 Logo Color Options

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 Other Options
Option 2

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 Other Options
Option 3

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Thank You
:)