BRAND GUIDELINES

OUR VISUAL IDENTITY

October 2013

Rethinking healthcare
EXELTIS. BRAND GUIDELINES

INDEX

1. BASIC PRINCIPLES 10. STATIONERY

BUSINESS CARD
2. CORPORATE BRAND A4 DOCUMENT
ENVELOPES
3. LOGO ON 1 COLOR A4 FOLDER
CD
4. PROTECTION AREA
5. MINIMUM SIZE 11. COMMUNICATION
BASIC PRINCIPLES
6. TYPOGRAPHY SCREEN BACKGROUND
PRIMARY TYPOGRAPHY SCREENSAVER
SECONDARY TYPOGRAPHY WEB
WEB TYPOGRAPHY POWERPOINT
BRANDBOOK
7. COLOR
PRIMARY COLORS
SECONDARY COLORS

8. MISEUSE
9. SIGNAGE
EXTERIOR SIGNAGE
TOTEMS AND FLAGS
INTERIOR DECORATION
SIGNAGE
PHOTOCALL
EXELTIS. BRAND GUIDELINES

1. BASIC PRINCIPLES

Our symbol appeals to the deepest core of our essence. As a tribute to perfection and excellence, we
have drawn inspiration from the golden ratio, which has fascinated humanity since ancient times. This
curious mathematical relationship is present in many forms in nature, such as conch shells, petal
a
arrangements and the human anatomy.
13
It is an organic symbol, created following the parameters of the golden ratio, which shows constant
growth, symbolizing the perseverance that leads to excellence.
A completely proportionate identity that provides a perfect balance and a distinctive personality.
Exeltis is about re-thinking everything. It is about thinking that nothing stays the same forever.
It is about re-thinking life, re-thinking science, re-thinking healthcare.

a
Exeltis, Re-thinking Healthcare
An enterprising, innovative outlook that combines knowledge and experience.
A non-conformist, non-traditional organization that is constantly evolving.
A passionate, creative, flexible team that is dedicated to improving people’s health.

2 3

1 1

8 5
b
EXELTIS. BRAND GUIDELINES

2. CORPORATE BRAND

The brand consists of 3 elements: symbol, logo and claim. Its correct reproduction means respecting
the rules described here.

Desplazamos el logotipo

Rethinking healthcare

Main Version No-claim Version

This version combines the symbol, logo and claim in the When the brand appears without the claim,
appropriate proportions. the relationship between the logo and the symbol alters and
there is a small adjustment to rebalance the spaces.
EXELTIS. BRAND GUIDELINES

3. LOGO IN 1 COLOR

When it is necessary to reproduce the brand using a single ink, we tend to opt for the graduated
version. Only if the printing systems do not allow the graduated option is the plain version used.

Graduated Version

Rethinking healthcare Rethinking healthcare

Plain Version
It cannot be used in reproduction sizes under 50 mm wide.

Rethinking healthcare Rethinking healthcare

EXELTIS. BRAND GUIDELINES

4. PROTECTION AREA

To ensure the optimum use and perception of the brand in all media and formats, a protection area
has been established that specifies a minimum distance from any text and graphic elements that may
surround it.

2x

Rethinking healthcare
2x

x x
EXELTIS. BRAND GUIDELINES

5. MINIMUM SIZE

For the logo to retain its visual effect, we must respect the minimum sizes to which the brand
can be reduced.

30 mm From 30 mm 20 mm At 20 mm
The brand will always be used together The minimum size for reproducing the brand
with the claim "Rethinking healthcare". is 20 mm wide, in which case the claim is
Rethinking healthcare removed.
EXELTIS. BRAND GUIDELINES

6. TYPOGRAPHY

Primary Typography

abc&
Lola FS

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 $%&/=¿?¡!+#
Lola Light Lola Regular Lola Medium Lola Bold Lola ExtraBold
EXELTIS. BRAND GUIDELINES

6. TYPOGRAPHY

Secondary Typography
Typography for the standard operating system. This will be used for those documents sent out in
editable format (word, ppt, excel, etc.)

abc&
Arial / Lola FS

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 $%&/=¿?¡!+#

Arial Rg Arial Italic Arial Bold Arial Bold Italic

EXELTIS. BRAND GUIDELINES

6. TYPOGRAPHY

Web Typography
Typography of Google Web Fonts. Valid only in web formats.

abc&
Source Sans Pro / Lola FS

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 $%&/=¿?¡!+#
Source Sans Pro Source Sans Pro Source Sans Pro Source Sans Pro Source Sans Pro Source Sans Pro
Light Light Italic Regular Italic Semibold Semibold Italic
EXELTIS. BRAND GUIDELINES

7. COLOR

Primary Colors

P. 289 C P. 300 C

Cuatricromía c.100 Cuatricromía c.99 Cuatricromía c.75 Cuatricromía c.100

cmyk m.76 cmyk m.51 cmyk m.10 cmyk m.60
y.12 y.0 y.0 y.0
k.68 k.0 k.0 k.0

Tricromía r.0 Tricromía r.0 Tricromía r.0 Tricromía r.0

rgb g.34 rgb g.101 rgb g.173 rgb g.102
b.68 b.189 b.229 b.178

HTML 002244 HTML 0065BD HTML 00ADE5 HTML 0066B2

EXELTIS. BRAND GUIDELINES

7. COLOR

Secondary Colors
The secondary color palette has been developed to expand the possibilities, contrasts and nuances
between these colors and the primary ones. It can never replace the primary color palette.
These colors can be used as plain communication backgrounds, for designing graphics, tables or
typographic elements (highlights, notes, comments on presentations, etc.) or to enrich the media.

P. 305 C P. 381 C P. 7500 C

Cuatricromía c.55 Cuatricromía c.29 Cuatricromía c.3

cmyk m.0 cmyk m.0 cmyk m.5
y.6 y.96 y.23
k.0 k.0 k.2

Tricromía r.101 Tricromía r.201 Tricromía r.225

rgb g.207 rgb g.221 rgb g.216
b.233 b.3 b.183

HTML 65CFE9 HTML C9DD03 HTML E1D8B7

EXELTIS. BRAND GUIDELINES

8. MISEUSE

Rethinking healthcare Rethinking healthcare

Rethinking healthcare

You cannot change the composition You cannot change the symbol/logo You cannot rotate the symbol
proportions
EXELTIS. BRAND GUIDELINES

9. SIGNAGE

Exterior Signage

Rethinking healthcare

For this application we will use the full version

of the brand.

When visibility is reduced we will use the

version of the brand without the claim that
appears in the manual.

Production
We suggest creating the symbol by overlapping
Pantone 300 C
petals made from methacrylate or translucent
glass in color Pantone 300.
As a result the transparencies needed to
create the symbol are generated.

Simulation of the overlapping and construction Symbol changed exclusively for creation in
of the symbol using leaves, where the smallest methacrylate.
leaves are in the foreground.
EXELTIS. BRAND GUIDELINES

9. SIGNAGE

In certain media such as Totems or Flags, with a more

representative nature, an exception is allowed in the use of the
brand.
For these you can change the ratio according to the rules specified
here, and you can even use the symbol in a different way to the
normal layout and proportion, to generate more attractive and
suggestive shapes with it.
In any case, you can never reproduce the logo without having the
representation of the symbol in the same visual space.

Totems

Exceptional version approved for vertical supports.

Flags
Suggested implementation of the brand for decorative flags.
EXELTIS. BRAND GUIDELINES

9. SIGNAGE

Interior Decoration

Rethinking healthcare

For indoor applications in receptions and

significant places, we will use the full version
of the brand. We can complement this with the
decorative use of the symbol.

Screen Printing on Glass

Rethinking healthcare

For its application we will choose this version

of the logo without the claim.

Suggested glass decoration

EXELTIS. BRAND GUIDELINES

9. SIGNAGE

Signage
The signage will follow the guidelines set out here.
The typeface used is LOLA FS in BOLD.

abc&
Lola FS

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz P. 300 C
0123456789 $%&/=¿?¡!+#
EXELTIS. BRAND GUIDELINES

9. SIGNAGE

Photocall
Size: 5090mm x 2300mm

The signage will follow the guidelines set out here.

EXELTIS. BRAND GUIDELINES

10. STATIONERY

Business Card
Size: 85mm x 50mm

Name Surname
Title www.exeltis.com
Affiliate Address line, 1 e-mail address
Affiliate Address line, 2 M +00 000 000 000
zip City, State
Ph +00 000 000 000
Fx +00 000 000 000
EXELTIS. BRAND GUIDELINES

10. STATIONERY

A4 Document
Size: 210mm x 297mm

33 mm 33 mm
33 mm
15 mm

CITY, DATE
ADDRESSEE Arial Regular
COMPANY
ADDRESS 10 pt
38 mm

ZIP CITY, STATE

COUNTRY

Greetings,

Arial Regular, 10 pt
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed cursus sollicitudin erat at
condimentum. Vivamus lectus lorem, pulvinar ut laoreet sed, laoreet nec urna. Etiam a metus
nisi. Aenean sodales, est a pretium tincidunt, lectus nisi venenatis eros, id tincidunt tortor
tortor eu orci. Ut mi dui, posuere fringilla rutrum ut, lacinia quis lorem. Donec tortor arcu,
aliquam eu mollis vel, sagittis nec sem. Sed sed suscipit nibh. Integer non nisl eget est
tempor convallis vel sit amet velit. Fusce a nisi nec orci suscipit sollicitudin et id neque. Fusce
accumsan mi sit amet libero pulvinar ultricies. Suspendisse luctus lorem et eros semper non
lobortis risus fringilla.

Ut eget sem eget eros vehicula ornare. Etiam interdum elit nec diam suscipit sagittis. Fusce
scelerisque sapien id leo tempus commodo. Donec molestie mollis nulla, a consectetur
augue euismod et. Mauris at augue et mauris tincidunt tempor vitae a neque. Class aptent
taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec et dolor
in libero posuere consectetur a vel quam. Etiam suscipit velit a arcu porttitor quis lacinia risus
aliquam. In pretium blandit lacinia. Quisque ornare, metus et consectetur adipiscing, ipsum
arcu ullamcorper eros, quis scelerisque velit urna vel enim. Maecenas scelerisque nibh vel
arcu iaculis imperdiet. Ut lobortis libero dictum lectus lobortis cursus. Ut sagittis ornare sem,
quis vehicula neque lacinia sed. Aliquam id ipsum a nisi egestas lobortis. Fusce egestas
lorem vitae turpis gravida molestie. Nulla dolor erat, rutrum a mollis a, rutrum adipiscing tortor.

In libero nulla, lacinia eu aliquam mattis, commodo in dui. Quisque convallis magna nec dui
porttitor blandit. Integer fringilla dapibus ante, quis sodales sapien feugiat et. Mauris dui diam,
sagittis vitae dignissim a, aliquet in turpis. Proin malesuada, quam at egestas vestibulum,
metus nisl eleifend augue, quis dictum velit orci id sapien. Ut enim lorem, molestie vel
tincidunt condimentum, hendrerit at libero. Duis dignissim egestas semper. Duis sapien nisl,
ultrices ac elementum sit amet, cursus quis ipsum. Proin a nulla mi, sit amet ullamcorper nisl.
Mauris adipiscing enim et augue posuere volutpat. Proin rutrum erat sit amet tellus vehicula
et sollicitudin purus hendrerit. Vestibulum eget eros sed felis porta bibendum id et urna. In
libero nulla, lacinia eu aliquam mattis, commodo in dui. Quisque convallis magna nec dui
porttitor blandit. Integer fringilla dapibus ante, quis sodales sapien feugiat et.

Best regards,

NAME SURNAME
TITLE

Lola FS Light, 6 pt
Affiliate Name | Affiliate Address | zip City, State | Ph +00 000 000 000 | Fx +00 000 000 000 | www.exeltis.com
13 mm

Lola FS Medium, 6 pt
EXELTIS. BRAND GUIDELINES

10. STATIONERY

Envelopes
Size: Dielines for orientation purposes, adjust them in print

Small Envelope Big Envelope

Affiliate Name | Affiliate Address | zip City, State | Ph +00 000 000 000 |a Fx +00 000 000 000 | www.exeltis.com

Affiliate Name | Affiliate Address | zip City, State | Ph +00 000 000 000 | Fx +00 000 000 000 | www.exeltis.com
EXELTIS. BRAND GUIDELINES

10. STATIONERY

A4 Folder
Size: Dielines for orientation purposes, adjust them in print

Exterior Side

Affiliate Name | Affiliate Address | zip City, State | Ph +00 000 000 000 | Fx +00 000 000 000
www.exeltis.com
EXELTIS. BRAND GUIDELINES

10. STATIONERY

A4 Folder
Size: Dielines for orientation purposes, adjust them in print

Interior Side
EXELTIS. BRAND GUIDELINES

10. STATIONERY

CD
CD Label CD Cover

Size: 120mm x 120mm Size: 243mm x 121,5mm

Affiliate Name | Affiliate Address | zip City, State | Ph +00 000 000 000 | Fx +00 000 000 000 | www.exeltis.com
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Basic Principles
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Basic Principles
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Basic Principles
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Screenbackground
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Screensaver
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Web
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Powerpoint
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Mail Signature
EXELTIS. BRAND GUIDELINES

11. COMMUNICATION

Brandbook
Thank you!