Guideline Dec 2020 Abbott Video Design V4-0

VIDEO DESIGN
GUIDELINES
V E R S I O N 4 .0
VERSION 4.0 | © 2020 A B B OT T

VIDEO DESIGN GUIDELINES 2
ABBOTT’S VISUAL IDENTITY

Our visual identity system was created to show the world we
are unique and to differentiate us from our competitors. We
have developed a visual system that is solidly grounded in our
beliefs and our brand strategy.
This system enables us to use our brand elements in more

creative and expressive ways to drive awareness of Abbott
with our broad global audience.
Applied consistently, these tools will help our communications

stand apart and keep them aligned with our brand strategy. By
reinforcing our brand voice and expressing our personality, our
visual identity system helps bring the Abbott brand to life.

4 Overview
5 Visual system framework
6 Using the 9-grid to determine look and feel
7 Guidelines at-a-glance
8 Brand elements
8 Abbott signature
13 Sound
13 Sonic
14 Color palette
16 Typography
17 Video elements
17 Title frames
18 Captions
19 Headlines
21 Gradients and dynamic graphic elements
22 Incorrect applications
Important note:
This guideline is purely illustrative to demonstrate how to use the brand elements.
Always refer to the Brand Resource Center for the latest version of the guidelines.
OVERVIEW
Video is an increasingly important brand application. As with all

applications, consistency is critical. This guide details the correct
usage of the Abbott visual identity system in video.
Many variables can impact the content of a video, storytelling
approach, format, and length. Defining goals, messaging, variable,
and the insight driving your project at the outset of a video
production ensures that your content is created with audience,
length, and platform in mind. Refer to Video Content Storytelling
Strategy and Guidelines to learn more.

VISUAL S YS TEM FR A MEWORK
We use the visual landscape and 9-grid as tools to help determine the look and feel of our communications for our many different target
audiences and business needs. The expanded visual system allows flexibility to create the most appropriate look and feel for the story
we are trying to tell and the tone in which we want to communicate.
W H AT S T O R Y W H AT T O N E W H AT AU D I E N C E
+ +
ARE WE TRYING TO TELL? D O W E W A N T T O C O M M U N I C AT E ? ARE WE SPE AKING TO?
HORIZONTAL AXIS represents What Story? VERTICAL AXIS represents What Tone? Knowing your target audience is key and
live fully story or product/tech story? pioneering tone or caring tone? should always be factored into the equation.
Helps determine where we fall on the visual landscape to guide look and feel
HD Grid
VISUAL L ANDSC APE AND 9-G RID

PIONEERING
1 2 3
MEDICAL DEVICES
4 5 6
CHANGING LIVES.
TRANSFORMING
L I V E F U L LY
THE FUTURE.
T E C H N O L O G Y/
LIFE-CHANGING
PRODUCTS
Global leader in Cardiovascular,
Neuromodulation and Diabetes Care 69 ABBOTT/HRS PANEL EXPLORATION/ ©2019 VSA PARTNERS
( W H AT W E D O) TECHNOLOGY
(HOW WE DO IT )
7 3
8 9
CARING
HD Grid HD Grid
M O S T LY F O U N D A T I O N A L E L E M E N T S M O S T LY E N H A N C E D E L E M E N T S
MEDICAL DEVICES MEDICAL DEVICES
CHANGING LIVES. CHANGING LIVES.

TRANSFORMING TRANSFORMING
THE FUTURE. THE FUTURE.
Global leader in Cardiovascular, Global leader in Cardiovascular,
3 3

USING THE 9-GRID TO DETERMINE LOOK AND FEEL
Use the 9-grid below to determine which grid best suits the communication objective; then use the brand elements on the following
pages to create the look and feel for each category.
9-G RID OVERVIE W
PIONEERING
1 2 3
STORY: LIVE FULLY STORY: LIFE-CHANGING TECHNOLOGY STORY: TECHNOLOGY/PRODUCTS
I want to tell a human interest story I want to tell a life-changing I want to tell a product/technology
about living fully that reinforces the technology story about a cutting-edge story that shows how our world-class
image of pioneering by tackling tough solution that meets an institutional or technology has made a breakthrough
healthcare challenges. global need to create the future in health.
of health.
TONE: PIONEERING TONE: PIONEERING TONE: PIONEERING

Empowering and vibrant, suggesting Confident, modern, inspiring Vibrant, precise, technical yet
unlimited possibilities yet serious cutting-edge
4 5 6
T E C H N O L O G Y/ P R O D U C T S
I want to tell a human interest story I want to tell a story about the I want to tell a product/technology
(HOW WE DO IT )
( W H AT W E D O)
about living fully that demonstrates life-changing and inspirational impact story that highlights its unique value
L I V E F U L LY
how Abbott tackles healthcare a specific technology has had proposition to our customer.
challenges yet helps people and on human healthcare.
communities lead fuller lives.
TONE: PIONEERING YET CARING TONE: PIONEERING YET CARING TONE: PIONEERING YET CARING
Lively, emotional and personal Sophisticated and future-focused, Clean, crisp, modern and
emotional, personal and dynamic sophisticated
7 8 9
I want to tell a human interest story I want to tell a warm, caring story I want to tell a product/technology
about living fully that demonstrates about the life-changing human impact story that shows how committed
how Abbott is helping people and of Abbott technology addressing a Abbott is to helping families and
communities lead fuller lives. health challenge. communities live fuller lives.
TONE: CARING TONE: CARING TONE: CARING

Compassionate, warm-hearted, Emotional, personal and dynamic Optimistic, assuring and positive
and sincere while being assuring
and positive
CARING

G U I D E L I N E S AT A G L A N C E
All video designs use elements of the Abbott visual system. This document will cover brand standards specific to video
Our guidelines enable each video to be distinctive while design, as well as examples and guidelines that demonstrate
consistently portraying the Abbott identity. how to apply our visual identity to support your specific
communication need.
Build equity in Abbott

by prominently using our
corporate signature
Abbott horizontal signature:

Product or program with
unique identity videos only
Global video end frame Product endorsement end frame
Mercury Text G1
BRANDON GROTESQUE
Use our typefaces to create a unified
Lorem Ipsum
UT E NIM A D MINIM V E NI A M
and differentiated appearance
Use compelling and authentic imagery

to connect and convey emotion
SEE HOW WE CHANGE LIVES
Use colors from the Abbott palette

BRAND ELEMENTS
A B B O T T S I G N AT U R E
All videos must include the Abbott brand signature in the opening or end frame. To help build stronger equity in the Abbott brand, we
use a unique version of the Abbott signature that includes animation and sound: the sonic logo.
All videos are required to include the Abbott sonic

logo in the opening or end frame.
This includes all corporate, divisional and product
videos, including products with their own unique
identities.
S TA N D A R D S O N I C L O G O
OP TIONAL DESCRIP TOR
Abbott vertical signature Abbott vertical signature with optional descriptor or URL
SONIC LO GO
(PRODUC TS WITH UNIQUE IDENTITIES)
Unique product identity with Abbott horizontal signature Separate elements where the product sign-off precedes the standard
as an endorsement Abbott vertical signature sign-off

A B B O T T S I G N AT U R E F R A M E
V E R T I C A L S I G N AT U R E P L A C E M E N T H O R I Z O N TA L S I G N AT U R E P L A C E M E N T
The vertical signature should be centered on the frame. The horizontal signature is used in the lower-right corner
Scale the vertical signature to occupy 35%–45% of the (preferred) or upper-left corner for products with unique
height of the frame. The standard size in the sonic logo identities. Scale the horizontal signature to 8.5% of the
files is approximately 42% of the height of the frame, height of the frame. The size may be increased slightly, if
which is ideal for most applications. The size may be desired. The horizontal signature must have clear space
adjusted slightly to optimize it for large or small screens. around it equal to the height of the signature (x).
V E R T I C A L S I G N AT U R E H O R I Z O N TA L S I G N AT U R E
uniquet
Signature height:
Center line
pro duc
35%–45% of identity
frame
Signature height: 8.5% of frame X

Bottom Margin (1X)
Right Margin (1X)

16:9 (1,920 px x 1,080 px) 16:9 (1,920 px x 1,080 px)
Center line
S I G N AT U R E S C A L E
To ensure maximum presence and legibility, the signature size must be optimized for the intended use and viewing distance. For example, the
signature should be enlarged to enhance legibility in small applications (e.g., mobile devices).
Signature height:
45% of frame
Signature height:
35% of frame
Example: For viewing on large screens, the scale of the Example: For viewing on small screens (e.g., mobile devices), the
signature may occupy less of the overall screen size scale of the signature should be enlarged to enhance legibility

A B B O T T S I G N AT U R E W I T H D E S C R I P T O R O R U R L
The Abbott signature may be displayed with optional text, PL ACEMENT

such as a descriptor, URL or disclaimer. Place the descriptor or URL below the clear space margin
for the signature, and center the signature/descriptor
T YPOGRAPHY
vertically on the frame.
Descriptors, such as areas of expertise, should be set in
Brandon Grotesque Black, All Caps and centered below the COLOR
Abbott signatures. Descriptor text may use one of the colors in the Abbott
signature (Abbott Primary Blue or black) or gray from the
A URL or other text, such as call to action, may use Mercury
Abbott color palette. If you’re using the reverse signature,
Text G1, in mixed-case letters, to enhance legibility.
the descriptor text should be white.
Descriptor text should be a maximum of 75% of the height of
the Abbott wordmark.
1/3 X
1/3 X
O P T I O N A L D E S C R I P TO R T WO LINES
OP TIONAL DESCRIP TOR
Clear space Optional descriptor

Include clear space below the signature equal to one-third the height of the Brandon Grotesque Black, All Caps
Abbott signature Maximum font size is 3/4 height of the Abbott wordmark
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc eleifend, libero ac finibus cursus, nunc massa auctor nisl,
www.abbott.com
non elementum mi velit nec nibh. Donec ut quam in dui tincidunt tristique. Praesent mollis, lacus nec scelerisque varius,
urna erat tincidunt magna, eu tristique ante leo sit amet purus. Vivamus ac mi neque. Phasellus porta enim tincidunt,
porttitor massa ac, sodales ligula. Sed elit turpis, gravida a urna quis, auctor sollicitudin mauris. tincidunt a. Pex elit
tincidunt ex, a condimentum lectus nibh at arcu.
Optional URL Disclaimer

Mercury Text G1 in mixed-case letters Mercury Text G1 in mixed-case letters
Maximum font size is 3/4 height of the Abbott wordmark Maximum font size is 9 pts

S I G N AT U R E C O L O R S A N D B A C K G R O U N D S
The two-color Abbott signature is preferred and may be placed SO L ID-CO LO R O R DA RK PH OTO G R A PHI C
on light solid-color, gradient or photographic backgrounds, as B ACKG R O U N D S
shown below. Only use the approved Abbott color palette. The Abbott reverse signature may be placed on solid-color
Products with unique identities may also use additional or dark photographic backgrounds. Use the two-color
product colors. reverse signature when there is sufficient contrast.
L I G H T B ACKG R O U N D S
The Abbott two-color signature may be placed on white

or light-colored photographic backgrounds that provide
sufficient contrast for legibility.
T W O - C O L O R S I G N AT U R E ( P R E F E R R E D)
life. to the fullest.
Use the two-color Abbott signature on white backgrounds or light colored photographic backgrounds that provide sufficient contrast for
legibility
R E V E R S E S I G N AT U R E
For solid-color backgrounds, two options are available: the reverse signature on Abbott Primary Blue or the reverse signature on the You may also use the reverse Abbott
Abbott Dark Blue background or an approved gradient background signature on photographic backgrounds that
provide sufficient contrast for legibility
I N C O R R E C T A P P L I C AT I O N
DO NOT place the signature on a DO NOT use the Abbott symbol as an DO NOT use the horizontal Abbott signature
background that compromises legibility image mask

A B B O T T S I G N AT U R E S E Q U E N C E O P T I O N S
The sonic logo is generally used at the end of the video, but it may be used at the beginning instead. It is used only once per video.
The sequencing examples below illustrate placement options.
C O R P O R AT E , A R E A O F E X P E R T I S E A N D F U N C T I O N A L
Sign-off (preferred)
The sonic logo is used full screen,
centered at the end of the video
Video content Video content Sign-off
Sign-on
The sonic logo is used full screen,
centered at the beginning of the video.
Sometimes used in online videos, if
there’s potential of the viewer not
watching the entire video
Sign-on Video content Video content
PRODUC TS WITH UNIQUE IDENTIT Y
Product endorsement
The sonic logo (horizontal) is used
in the lower-right corner of the
beginning or the end frame, with
the product logo
Video content Video content Product endorsement

®
Product endorsement (alternate)

The full-screen sonic logo may also be
used at the end of product videos, after
®
the product sign-off or at the beginning
of the video
Video content Product sign-off Sonic logo sign-off

SOUND
Sonic branding is the strategic use of sound to help increase USAGE GUIDELINES
brand awareness and differentiation. A sonic signature is • The sonic logo is used as a separate element from
far more memorable than a visual logo alone. It establishes a music, voiceover and sound design. Do not add any
unique and ownable sound that articulates our identity. music, voiceover or sound effects to the sonic logo
The sonic logo is used in all videos and sonic or mark.
experiences (e.g., radio ads). Several options have been • Use the sonic logo as provided. Do not shorten or edit
provided to ensure flexibility in use. the sonic logo or the animation of the signature.
SONIC LO GO FIL ES • The volume of the sonic logo should be leveled to the
average volume of your video.
All versions of the sonic logo are available for download in
the Brand Resource Center in both 24 FPS and 30 FPS • Fade out any music or voiceover before playing the
options. The files are organized by signature type, sound sonic logo. An element, such as a cymbal, may be
and color option. used to transition from music to the sonic logo,
as appropriate.
Refer to Music, Sonic Mark and Audio Guidelines to learn more.
SONIC
S O U N D VA R I AT I O N S T O A C C O M M O D AT E D I F F E R E N T T Y P E S O F V I D E O
SONIC LO GO (PRIM A RY ) R U B AT O L O G O SONIC MARK L I F E- C H A N G I N G

TECHNOLO G Y SONIC
Our primary logo – Use for Alternate logo – Use for videos Short-form expression of the
videos that reflect a more that reflect a more enduring, sonic logo – Use as an Alternate logo – Use for videos
pioneering, achieving tone. caring tone. endorsement within product that reflect a more technology/
spots or for videos that are products tone.
15 seconds or less.
Corporate — Corporate — Product

LIFE. TO THE FULLEST.® Message Other or Service
Sound Sound Sound
≤ 0:10* Animation Animation Animation

seconds
Voiceover Voiceover Voiceover
Sound Sound Sound
VIDEO ≤ 0:15 Animation Animation Animation

seconds
Sound Sound Sound
≥ 0:30 Animation Animation Animation

seconds
Sound Sound Sound
≤ 0:15 Animation Animation Animation

seconds

AUDIO
Sound Sound Sound
≥ 0:30 Animation Animation Animation

seconds
Voiceover: Abbott.
Voiceover: Abbott Voiceover
LIFE. TO THE FULLEST.®
*An alternative option for videos less than 0:10 seconds is to include a watermark
Abbott signature in the lower-right corner throughout the entire video.
C O L O R PA L E T T E
Color is fundamental to the way we express the Abbott A B BOT T SECO NDA RY CO LO RS
brand. Our color palette includes a combination of: Abbott’s secondary colors consist of our core brand colors,
accent, energy colors and neutral. Care must be taken when
• Primary colors applying these colors to communications across a range of
• Secondary colors audiences and applications. When communicating
− Core colors life-changing technology, we use more of our energy colors.
− Accent colors TEX TURE AND GR ADIENTS

− Energy colors By using more of the energy colors in our palette and adding
− Neutral texture through gradients and shadows to create depth, our
look becomes more vibrant and unique.
• White space
These colors may be used in various combinations across all W H I T E S PA C E
our communications. The role of white in our color palette is powerful. It acts like
a blank stage that draws attention to your message. It also
A B BOT T PRIM A RY B R A ND CO LO RS
has a dual personality because depending on its use, it can
Abbott Primary Blue and Abbott Black are the primary suggest sophistication or simplicity. Our vibrant colors,
colors in our color palette. They are the colors used in the imagery and typography really pop against a white
Abbott signature and bring significant brand equity to our background.
visual system. They do not need to be used as a primary
color element in all communications.
C O L O R PA L E T T E
NEUTRAL TEX TURE AND GRADIENTS
PRIMARY
BRAND
COLORS
CORE
BRAND
COLORS
WHITE
ACCENT
S PA C E
ENERGY
COLORS

B R A N D C O L O R PA L E T T E : K E Y TA K E A W AY S
• More functional materials should incorporate our • Tints of our color palette may be used in digital
primary brand color (Abbott Primary Blue) and at least applications or when creating gradients, but solids (100%)
one of our three core colors are preferred
• More expressive materials can use our energy colors in • Products with an approved unique visual identity use
greater amounts, especially when communicating Abbott’s color palette and may have one additional unique
life-changing technology color as determined in their product brand visual identity
• No more than three energy colors may be used per

simultaneously viewed surface
O N -S C R E E N
PRIMARY Abbott Primary Blue R:0 G:156 B:222

HEX: 009CDE
Black R:0 G:0 B:0

HEX: 000000
CORE Abbott Dark Blue R:0 G:42 B:58

HEX: 002A3A
Abbott Medium Blue R:0 G:79 B:113

HEX: 004F71
ACCENT
Abbott Light Blue R:91 G:194 B:231
HEX: 5BC2E7
Abbott Mint R:100 G:204 B:201

HEX: 64CCC9
ENERGY Abbott Purple R:71 G:10 B:104

HEX: 470A68
Abbott Magenta R:170 G:0 B:97

HEX: AA0061
Abbott Red R:228 G:0 B:43

HEX: E4002B
Abbott Orange R:255 G:105 B:0

HEX: FF6900
Abbott Gold R:238 G:179 B:59

HEX: EEB33B
Abbott Yellow R:255 G:209 B:0

HEX: FFD100
Abbott Medium Green R:0 G:177 B:64

HEX: 00B140
Abbott Light Green R:124 G:204 B:108

HEX: 7CCC6C
NEUTRAL Abbott Charcoal R:34 G:39 B:49

HEX: 222731
Abbott Dark Gray R:99 G:102 B:106

HEX: 63666A
Abbott Medium Gray R:136 G:139 B:141

HEX: 888B8D
Abbott Light Gray R:217 G:217 B:214

HEX: D9D9D6
Note: Metallic gold and silver accents can be used in print materials to signal premium look and feel with approval from GMEA.
T YPOGRAPHY
A key element of our brand is typography. Using our The typefaces we have chosen, and the way they are
selection of approved typefaces will give communications applied—size, weight, color and layout—can have a big
in our videos an unified appearance and our brand a impact on our communications and how clear and engaging
distinct personality in the process. they will be.
Products with an approved unique visual identity use Abbott’s

typefaces and may have one additional unique typeface as
determined in their product brand visual identity.
P R I M A R Y T Y P E FA C E S
Use the following typefaces for all videos.
SERIF SANS SERIF
Mercury Text G1 B R A N D O N G R OT E S Q U E
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890!? abcdefghijklmnopqrstuvwxyz1234567890!?
Mercury Text G1 Roman Brandon Grotesque Light
Mercury Text G1 Roman Italic Brandon Grotesque Light Italic
Mercury Text G1 Semibold Brandon Grotesque Regular
Mercury Text G1 Semibold Italic Brandon Grotesque Regular Italic
Mercury Text G1 Bold Brandon Grotesque Medium
Mercury Text G1 Bold Italic Brandon Grotesque Medium Italic
For Mercury family, keep the tracking between -10 and +10. Brandon Grotesque Bold
Brandon Grotesque Bold Italic
Brandon Grotesque Black
Brandon Grotesque Black Italic
For Brandon Grotesque, set the tracking at 0–20 for sentence case
and 50–100 for headlines in All Caps, but the amount of spacing
should be adjusted based on the size of the copy.
L A N G U A G E-S P E C I F I C T Y P E G U I D A N C E
Japanese Korean Chinese Arabic Cyrillic Greek Vietnamese
Headings/body copy MS Simplified Arabic and Georgia Regular Georgia Regular Times New
MS Mincho Batang Sim Sun Regular
Georgia equivalent Simplified Arabic Bold and Bold and Bold Roman
Malgun Gothic Sim Hei (Windows)

Subtitle: Calibri Meiryo and MS Simplified Arabic and Calibri Regular Calibri Regular
and Malgun Segeo UI
equivalent Meiryo Bold Heiti SC (Mac) Simplified Arabic Bold and Bold and Bold
Gothic Bold
Acquiring fonts
The Mercury Text G1 font family requires a license to be purchased before use. Abbott has retained a global enterprise license for the Brandon
Grotesque family of fonts, therefore a license for this font does not need to be acquired. Divisions, external agencies and suppliers must purchase
the Mercury Text G1 font license independently. Internally, fonts can be licensed through the Global Service Desk Software Request Portal.
Note: Brandon Grotesque Condensed and Brandon Text are both acceptable alternative fonts to
Brandon Grotesque for copy heavy materials (e.g., our proxy and packaging inserts).
VIDEO ELEMENTS
TITLE FRAMES
Title frames highlight key content and messages. They T Y P O G R A P H Y A N D B ACKG R O U N D CO LO R

can be used as an introduction or as a transition between For title copy and background, use approved colors that
video segments. ensure legibility. When the title text is superimposed
over imagery, use colors that have strong contrast against
T Y P E FA C E S A N D A L I G N M E N T
the background image.
Titles can be set in Brandon Grotesque Bold, All Caps, or in
Mercury Text G1 Regular, sentence case. You may also use a For a straightforward informational approach, use colors
combination of both typefaces for subheads or captions. from our core color palette. For a bolder, more expressive
Title frame copy should typically be centered vertically approach, use colors from our energy color palette.
and/or horizontally.
Demonstrated below are some additional layout
options for title frames. Layout can be adjusted
to accommodate content.
S OTitle
Title Lover
I Dover
BA C Kcolor
solid
solid color GROUND COLOR FU
Title
Title Lover
overL- Ffootage
RAME
footage IM AGERY
Video
Video title
title over
over solid
solid color
color VIDEO
VIDEO TITLE
TITLE OVER
OVER FOOTAGE
FOOTAGE
Place,
Place, date
date PLACE,
PLACE, DATE
DATE
Center line Center line

Color
Color variation
variation
Centered title text on solid-color background in Mercury Text G1 Regular Centered title text in Brandon Grotesque Bold on background imagery
VIDEO
VIDEO TITLE TITLE
OVEROVER
SOLIDSOLID
COLORCOLOR VideoVideo title over
title over solidsolid
colorcolor
PLACE,
DATE DATE Place,
PLACE, Place, date date
BRANDON BOLD HEADLINE MERCURY TEX T HE ADLINE
VIDEO TITLE OVER SOLID COLOR

VIDEO TITLE OVER SOLID
PLACE, COLOR
DATE
VideoVideo title over
title over solidsolid
colorcolor
Place, date
LOREM
LOREMIPSUM
IPSUMDOLOR
DOLORAMET,
PLACE, DATE
Lorem
Loremipsum
ipsumdolor amet,
amet,consecte tue
Place, date
AMET, dolor consecte tue

CONSECTE
CONSECTE TUEADIPISCING
TUEADI PISCINGSED
SED adi
adipiscing
piscingsed
sednonummy
nonummy euismod.
euismod.
NONUMMY
NONUMMYEUISMOD.
EUISMOD. LOREM IPSUM
LOREM DOLOR
IPSUM DOLOR
LOREM
LOREMIPSUM
IPSUMDOLOR
DOLOR
Center line Center line
Headline: Brandon Grotesque Bold Headline: Mercury Text G1 Regular

Subhead: Brandon Grotesque Bold Subhead: Brandon Grotesque Bold
LOREM
LOREMIPSUM DOLOR
IPSUM DOLOR AMET,
AMET, LOREM IPSUM
LOREM IPSUMDOLOR
DOLORAMET,
AMET, Lorem ipsum
Lorem dolor
ipsum amet,
dolor consecte
amet, tue tue
consecte Lorem ipsum
Lorem dolordolor
ipsum amet, consecte
amet, tue tue
consecte
CONSECTE
CONSECTE TUEADI
TUEADIPISCING SED
PISCING SED CONSECTE
CONSECTETUEADI PISCING
TUEADI SED
PISCING SED
adi adi
piscing sedsed
piscing nonummy
nonummyeuismod.
euismod. adi piscing sed nonummy
adi piscing sed nonummyeuismod.
euismod.
NONUMMY EUISMOD. NONUMMY EUISMOD.
NONUMMY EUISMOD. NONUMMY EUISMOD. LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR LOREM IPSUM DOLOR

LOREM IPSUM DOLOR AMET, LOREM IPSUM DOLOR AMET, Lorem ipsum dolor amet, consecte tue Lorem ipsum dolor amet, consecte tue
LOREM IPSUM
CONSECTE DOLOR
TUEADI AMET,
PISCING SED LOREM IPSUM
CONSECTE DOLOR
TUEADI AMET,
PISCING SED adi Lorem
piscingipsum dolor amet,
sed nonummy consecte tue
euismod. Lorem ipsum
adi piscing dolor amet,
sed nonummy consecte tue
euismod.
CONSECTEEUISMOD.
NONUMMY TUEADI PISCING SED CONSECTE
NONUMMY TUEADI PISCING SED
EUISMOD. adi piscing sed nonummy euismod. adi piscing sed nonummy euismod.
NONUMMY EUISMOD. NONUMMY EUISMOD. LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
CAPTIONS
It is best to use left-aligned typography for captions. As an T Y P E FA C E S A N D A L I G N M E N T

option, captions can be placed within a translucent Caption headlines should be set in Brandon Grotesque
white bar to enhance legibility. The caption bar can be Regular, All Caps or Mercury Text G1, sentence case. Caption
extended to accommodate longer copy. Use fixed caption subheads are set in Brandon Grotesque Bold, All Caps when
width sizes throughout the video, and avoid using headline is set in Mercury Text G1 or initial caps when
“accordion” effects to make the caption bar expand headline is set in Brandon Grotesque Regular, to ensure
or grow. legibility. Typography should be aligned left.
TE X T COLOR PL ACEMENT AND LINE HEIGHT
The preferred color of choice for caption copy is Abbott The preferred placement of the caption is within the
Primary Blue. Optionally, caption copy may also appear lower third of the frame, along the bottom. When the subject
in Abbott Medium Gray, black or white. matter is positioned toward the left, the footer can be
positioned in the lower-right corner with aligned-left copy. A
maximum of three lines of copy can be used. If the image does
not allow these placements, the caption can be positioned in
the upper portion of the frame.
S TA N D A R D
Translucent footer bar
Headline: Brandon Grotesque Regular

Subhead: Brandon Grotesque Bold
Firstname Lastname
Center line
16:9 (1,920 px x 1,080 px)
LOREM IPSUM DOLOR AMET, CONSECTE TUEADI
Firstname Lastname
Firstname Lastname: Lorem ipsum dolor amet

Dr. Amy Johnson Firstname Lastname
LOREM IPSUM DOLOR AMET, CONSECTE TUEADI LOREM IPSUM DOLOR AMET, CONSECTE TUEADI
Full-width footer with optional gray typography Optional right-justified footer Footer with white typography on translucent blue footer bar
Firstname Lastname

Firstname Lastname
Translucent white bar may be omitted if background Optional caption positioned in upper portion of the frame Dual language footer with blue typography on translucent
contrast is sufficient white footer bar

HEADLINES
The position of headlines is flexible and can be adjusted T Y P O G R A PH Y COLOR A ND EFFEC T S

to accommodate the background elements. The color of typography should contrast with the color of
the background. For example, white typography can
T Y P E FA C E S A N D A L I G N M E N T
appear over a dark background, and black typography can
Headlines can be set in Brandon Grotesque Bold, All Caps, appear over a light background.
or in Mercury Text G1, sentence case. For communicating
life-changing technology, use a combination of
Brandon Grotesque Light and Bold weights set in All Caps.
Typography should be aligned left.
WHITE HEADLINE WITH LIGHT DROP SHADOW
MESSAGE HEADLINE LOREM Headline: Brandon Grotesque Bold

IPSUM DOLOR AMET
ALIGNING THE HEADLINE
16:9 (1,920 px x 1,080 px) Headline may be positioned at the top,

middle or bottom left
BL ACK HE ADLINE
MESSAGE HEADLINE LOREM

IPSUM DOLOR AMET
Message headline lorem

Message headline lorem Ipsum dolor amet piscing sed
Headline: Mercury Text G1 Regular
Ipsum dolor amet piscing sed
16:9 (1,920 px x 1,080 px)
M I X E D T Y P E FA C E W E I G H T H E A D L I N E
Brandon Grotesque Bold
Brandon Grotesque Light
16:9 (1,920 px x 1,080 px)

SUBTITLE
Subtitle: Brandon Grotesque Regular,

Look, I’m flying, Tipu!
Sentence case, 16 points, white or black
depending on the contrast required
16:9 (1,920 px x 1,080 px)
Subtitle: Mercury Text G1, Sentence case,

white or black depending on the contrast
16:9 (1,920 px x 1,080 px) required
Subtitle: In Abbott approved language

specific typeface
16:9 (1,920 px x 1,080 px)

G R A D I E N T S A N D DY N A M I C G R A PH I C E L E M E N T S
Gradients and dynamic graphic elements can also be used in the video frames. They add vibrancy and dimension and can be used as a
background or be integrated with photography to illustrate a function or key concept. These graphic elements help communicate our
Life-Changing Technology and its impact. Refer to Life-Changing Technology guidelines for more information on their usage.
Title frame in Brandon Grotesque on Gradient Background Centered frame in Brandon Grotesque on Gradient Background
Product frame on Gradient Background Product frame on Gradient Background
Frame with Dynamic element Product frame with Dynamic element
Infographic frame on Gradient Background Closing frame on Gradient Background
Important note: Dynamic graphic elements are designed to help enhance and strengthen our messaging to
represent an innovation or concept. If dynamic graphic elements don’t help to communicate our message, don’t
use them. They should never be used for decoration.
Message headli
VIDEO DESIGN GUIDELINES ne lor ing sed 22
em t pisc
• Donec blandit ael
lor ame
sodalee pulvina do
• Amassa mattis en Ipsum
nec lorem ipsum
I N• Edolor
C O RametR Eel C T A P P L I C AT I O N S
consecte
These examples demonstrate some things to avoid when creating videos. Consistent use of our brand standards will allow our audiences
to recognize our look as unique to Abbott.
Message headli
LOREM IPSUM ing sed
ne lorDOLOR AMET,iscROMISTA
em
CONSECTE TUEADI et p SED TODI
PISCING
• Donec blandit ael
olo r am • Donec blandit ael
sum d
sodalee pulvina NONUMMYIpEUISMOD DONEC BLANDIT sodalee pulvina
• Amassa mattis en • Amassa mattis en
nec lorem ipsum AEL SODALEE PULVINA AMASSA MATTIS nec lorem ipsum
• Edolor amet el EN NEC LOREM IPSUMDONEC BLANDIT • Edolor amet el
consecte AEL SODALEE PULVINA AMASSA MATTIS consecte
Message headli EN NEC LOREM IPSUM.

ne lor ing sed
em t pisc
lor ame LOREM IPSUM DOLOR
do
Ipsum
DO NOT use the Abbott signature as a watermark DO NOT use unnecessary visual effects DO NOT place large transparent blocks or large
when revealing headlines or transitioning amounts of copy over images or footage
to the next segment
LOREM IPSUM DOLOR AMET, ROMISTA
CONSECTE TUEADI PISCING SED TODI
NONUMMY EUISMOD DONEC BLANDIT
AEL SODALEE PULVINA AMASSA MATTIS LOREM IPSUM DOLOR AMET,
EN NEC LOREM IPSUMDONEC BLANDIT CONSECTE TUEADI PISCING SED
AEL SODALEE PULVINA AMASSA MATTIS NONUMMY EUISMOD. LOREM IPSU
EN NEC LOREM IPSUM. LOREM IPSUM DOLOR CONSECTE T
LOREM IPSUM DOLOR AMET, ROMISTA NONUMMY E
CONSECTE
• Donec blandit aelTUEADI PISCING SED TODI LOREM IPSUM DOLOR LOREM IPSUM DO
sodalee
NONUMMY pulvina EUISMOD DONEC BLANDIT
• Amassa mattis en
AEL SODALEE
nec lorem ipsum PULVINA AMASSA MATTIS
EN NEC
• Edolor ametLOREM
el IPSUMDONEC BLANDIT
AEL SODALEE PULVINA AMASSA MATTIS
consecte
EN NEC LOREM IPSUM. Message headli
ne lor ing sed
em t pisc
• DonecIPSUM
LOREM blandit ael
DOLOR • Donec blandit ael
lor ame
sodalee pulvina sodalee pulvina do
• Amassa mattis en • Amassa mattis en Ipsum
nec lorem ipsum nec lorem ipsum
• Edolor amet el • Edolor amet el
DOconsecte
NOT use unapproved Abbott DO NOT use the Abbott vertical signature for
consecte DO NOT use the horizontal Abbott signature,
signature animations product videos except as a sign-off in products with unique
identities videos
Message headline lorem
Ipsum dolor amet piscing sed
LOREM IPSUM DOLOR AMET,

CONSECTE TUEADI PISCING SED
NONUMMY EUISMOD. LOREM IPSUM DOLOR AMET,
LOREM IPSUM DOLOR CONSECTE TUEADI PISCING SED
Message headline
NONUMMY lorem
EUISMOD. Message
LOREM headline
IPSUM lorem
DOLOR AMET, ROMISTA
Ipsum dolor amet piscing sed Ipsum dolor
CONSECTE amet piscing
TUEADI PISCINGsedSED TODI
LOREM IPSUM DOLOR
NONUMMY EUISMOD DONEC BLANDIT
LOREM IPSUM DOLOR AMET, AEL SODALEE PULVINA AMASSA MATTIS
CONSECTE TUEADI PISCING SED EN NEC LOREM IPSUMDONEC BLANDIT
NONUMMY
LOREM IPSUMEUISMOD.
DOLOR AMET, LOREM IPSUM DOLOR AMET, AEL SODALEE PULVINA AMASSA MATTIS
CONSECTE
LOREM IPSUMTUEADI
DOLOR PISCING SED CONSECTE TUEADI PISCING SED EN NEC LOREM IPSUM.
NONUMMY EUISMOD. NONUMMY EUISMOD.
LOREM IPSUM DOLOR LOREM IPSUM DOLOR LOREM IPSUM DOLOR
DO NOT use three or more text colors within the DO NOT use white or light-colored type on a DO NOT set long text passages in Brandon, All Caps
same frame light-colored image or color background

These examples demonstrate some things to avoid when creating videos. Consistent use of our brand standards will allow our audiences
to recognize our look as unique to Abbott.
DO NOT use cartoon characters DO NOT use flashy fonts and shapes DO NOT use glow effect for text
DO NOT combine shots with graphical illustrations DO NOT use outline fonts and typefaces other DO NOT use cartoon-like illustrations and
than those recommended in the Typography animations. DO NOT use fonts other than Abbott
guidelines approved typefaces
DO NOT use white board animation DO NOT use see-through effect for fonts that
reveals the imagery that it is placed on

C O N TA C T
Global Marketing and External Affairs
email: brandteam@abbott.com
December 2020
Confidential property of Abbott.

Do not distribute or reproduce without express permission of Abbott.
The Abbott symbol and wordmark are registered trademarks of

Abbott Laboratories. All rights reserved.

Guideline Dec 2020 Abbott Video Design V4-0

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VIDEO DESIGN

VERSION 4.0 | © 2020 A B B OT T

ABBOTT’S VISUAL IDENTITY

This system enables us to use our brand elements in more

Applied consistently, these tools will help our communications

VERSION 4.0 | © 2020 A B B OT T

Video is an increasingly important brand application. As with all

VERSION 4.0 | © 2020 A B B OT T

VISUAL S YS TEM FR A MEWORK

VISUAL L ANDSC APE AND 9-G RID

MEDICAL DEVICES MEDICAL DEVICES

CHANGING LIVES. CHANGING LIVES.

VERSION 4.0 | © 2020 A B B OT T

USING THE 9-GRID TO DETERMINE LOOK AND FEEL

9-G RID OVERVIE W

TONE: PIONEERING TONE: PIONEERING TONE: PIONEERING

TONE: CARING TONE: CARING TONE: CARING

VERSION 4.0 | © 2020 A B B OT T

Build equity in Abbott

Abbott horizontal signature:

Use compelling and authentic imagery

SEE HOW WE CHANGE LIVES

Use colors from the Abbott palette

VERSION 4.0 | © 2020 A B B OT T

All videos are required to include the Abbott sonic

OP TIONAL DESCRIP TOR

VERSION 4.0 | © 2020 A B B OT T

Signature height: 8.5% of frame X

Right Margin (1X)

VERSION 4.0 | © 2020 A B B OT T

The Abbott signature may be displayed with optional text, PL ACEMENT

Clear space Optional descriptor

Optional URL Disclaimer

VERSION 4.0 | © 2020 A B B OT T

The Abbott two-color signature may be placed on white

life. to the fullest.

VERSION 4.0 | © 2020 A B B OT T

Video content Video content Sign-off

Sign-on Video content Video content

PRODUC TS WITH UNIQUE IDENTIT Y

Video content Video content Product endorsement

Product endorsement (alternate)

Video content Product sign-off Sonic logo sign-off

VERSION 4.0 | © 2020 A B B OT T

SONIC LO GO (PRIM A RY ) R U B AT O L O G O SONIC MARK L I F E- C H A N G I N G

Corporate — Corporate — Product

Sound Sound Sound

≤ 0:10* Animation Animation Animation

Voiceover Voiceover Voiceover

Sound Sound Sound

VIDEO ≤ 0:15 Animation Animation Animation

Voiceover Voiceover Voiceover

Sound Sound Sound

≥ 0:30 Animation Animation Animation

Voiceover Voiceover Voiceover

Sound Sound Sound

≤ 0:15 Animation Animation Animation

Voiceover Voiceover Voiceover

≥ 0:30 Animation Animation Animation

− Accent colors TEX TURE AND GR ADIENTS

NEUTRAL TEX TURE AND GRADIENTS

VERSION 4.0 | © 2020 A B B OT T

• No more than three energy colors may be used per

PRIMARY Abbott Primary Blue R:0 G:156 B:222