Amgen Visual Identity Guidelines - JAMES PERSONTIjamespersonti.com/James/Corel User Files/American Lung Association... · Using the Amgen Visual Identity Guidelines What the Elements

06.09.21_visualidentity_v1.pdf

Visual Identity Guidelines


Table of Contents

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Amgen LogoHow to Use the Logo and TaglineUsing the Logo Without the TaglineWhat Not to DoUse of the Name and Logo by a Third PartyWhich Color to UseUsing the Logo on a BackgroundHow to Use With PartnershipsHow to Use With Group NamesHow to Choose Color for Group Names

Amgen Corporate ColorsUsing Amgen Blue

Amgen TypefacesWhat Fonts to UseHow to Format the FontsHow to Choose Font Colors

Corporate Sign-OffHow and Where to Use It

Other Amgen GuidelinesLinks to Supplemental InformationPhotography Guidelines

Using the Amgen Visual Identity GuidelinesWhat the Elements CommunicateHow to Put It All Together

Amgen Visual Identity Guidelines

For more than 25 years Amgen has been committed to developing

vital medicines to fight serious illness and dramatically improve people’s

lives. Our corporate identity is an important way of communicating what

we do and what we stand for. It shapes and sustains our overall image

and reputation.

A consistent visual identity system is an integral part of our overall

corporate identity. This system consists of our corporate logo,

tagline, colors and typefaces.

The following guidelines will help you use the elements of our visual

identity system correctly. Proper use of the visual identity system creates

a distinct look that our key audiences quickly and easily recognize. Our

logo and tagline are especially important. The logo is the most visible

and recognizable symbol of our company, and the tagline helps describe

us to audiences that may not be familiar with Amgen.

01


Our tagline describes who we are and what we do. Using the tagline—“Pioneering science delivers vital medicines”—is important because it helps define the company: What we stand for and do. Pair it with the logo whenever possible. (See page 4 for exceptions.)

02Amgen LogoHow to Use the Logo and Tagline

Placing the logo/tagline combination properly in relation to each other and in relation to other elements provides a consistent look and reinforces Amgen’s visual identity. Tagline should align with the “M” in Amgen. Here, “Y” is the height of the tagline.

The registration notice (®) must always appear in the same color as the Amgen logotype and be positioned as shown.The trademark symbol (TM) must always accompany the tagline as shown above.

Y

1Y

Clear SpaceClear space is “breathing room” that surrounds the logo and tagline. This space must be kept clear of other elements. Keep “X” amount of clear space around the combination on all sides—with “X” here being equal to the height of the logo. Light or dark backgrounds with little or no activity may appear in the clear zone.

X

1X

1X

1X 1X

Minimum SizeTo maintain the legibility of the tagline, never size the logo/tagline smaller than the dimensions below. If less than two inches is available, you may use the Amgen logo without the tagline. (See page 3.)

Standard SizeFor general print and Internet use, the logo/tagline combination should be 2.75 inches wide.

2 inches

Download Logo with Tagline

2.75 inches

http://ptprodimage.amgen.com/imageserver/corpcommportal_img/artwork/Logos%20with%20Tagline%20EPS%20and%20PNG.zip


It is preferable to use the logo with the tagline whenever possible. Using the logo without the tagline is discouraged because in doing so we forfeit a prime opportunity to define who Amgen is and to maintain a consistent image. However, there are situations where it may be necessary. See the list below.

03Amgen LogoUsing the Logo Without the Tagline

Rules regarding clear space and minimum size must be followed even when the logo appears without the tagline.

1X

1X

1X

X

1X

1/2 inch

Minimum SizeTo maintain legibility, never use the logo at less than one-half inch.

Standard SizeWhen appearing alone in general print and Internet use, the logo should be one inch wide.

Clear SpaceClear space is “breathing room” that surrounds the logo. This space must be kept clear of other elements. Keep “X” amount of clear space around the logo on all sides—with “X” equal to the height of the logo. Light or dark backgrounds with little or no activity may appear in the clear zone.

1 inch

The permissible uses of the logo without the tagline are:• For the Amgen Foundation.• When space does not allow the two-inch minimum logo size.• With a partner’s logo. (See page 8.)• With group names. (See page 9.)• On a final-page sign-off. (See page 15.)• On promotional items. (Links to additional guidelines are on page 16.)• On stationery. (For additional guidelines see page 16.)

The registration notice (®) must always appear in the same color as the Amgen logotype and be positioned as shown.

Download Logo

http://corpcomm.amgen.com/amgenlogos/logos.html


Proper use of the logo protects it legally.When we as a company use our logo improperly, we hinder our ability to protect it legally. Altering the logo in any way is misuse. Just as important, our audience may fail to recognize an altered logo or be confused by it.

Amgen LogoWhat Not to Do

DO NOT outline the logo or create special effects.

DO NOT rotate the logo except in instances where it appears on a binder spine where all elements are rotated. DO NOT break apart and/or stack the letters of the logo.

DO NOT place the logo in a shape or in combination with any other element that might seem to form a new logo even if the additional elements are outside of the clear space.

DO NOT alter the proportions of the logo or distort the logo.

04

Pioneering Science Delivers Vital MedicinesTM

PIONEERING SCIENCE DELIVERS VITAL MEDICINESTM

DO NOT allow the logo to intersect objects.

DO NOT use the Amgen logo in a sentence.

At , we believe that

DO NOT reset the type in the tagline. DO NOT make the tagline another typeface or another style, such as ALL CAPS or Initial Caps.

DO NOT use any of the logo’s letters to create or be a part of a word.

DO NOT resize the tagline or logo separately. The size relationship between the logo and tagline must remain consistent. DO NOT change the positioning of the tagline relative to the logo.

GENETICS

DO NOT allow the logo to be placed over a photographic area where there are differences in color values.

Download Logo with Tagline Download Logo

DO NOT add addtional copy to the tagline.

Pioneering science delivers vital medicines everywhereTM


http://corpcomm.amgen.com/amgenlogos/logos.html


Legal requirements govern the use of our name and our logo.The Amgen logo is a legal trademark and the Amgen name and logo should only appear in circumstances approved by Amgen and consistent with our mission, values and policies.

Amgen LogoUse of the Name and Logo by a Third Party

05

As a general rule third parties are not permitted to use the Amgen logo or name.

Permissible Uses by a Third PartyThere are certain limited circumstances where the name and logo may be utilized in connection with Amgen sanctioned business. Amgen’s written permission should be obtained in these circumstances.

Examples of permissible use:• Signage for an Amgen meeting.• The Wyeth website. (Wyeth is a contractual partner of Amgen in co-promoting Enbrel®.)

Non-Permissible Uses by a Third PartyOutside entities often ask for permission to use the Amgen logo to identify its relationship with Amgen. Use by these entities is generally not allowed.

These include:• Universities.• Non profit organizations or advocacy groups that Amgen has not sponsored directly.• Vendors who are not currently contracted.• Endorsement to promote vendors, or other companies, products or groups.• Identification of Amgen as a client or customer by a vendor.• Use to represent an individual Amgen staff member’s participation in an event. This could be interpreted as official sponsorship and/or endorsement by Amgen.• Healthcare professionals.

Email [email protected] to inquire about approval in special instances.

UC UNIVERSITY

We welcome Dr. John Doe from Amgen as a featured guest lecturer.

Classes / Academics | Apply & Register | Student Services | Library

SMITH AND SMITH DESIGN

ABOUT US

PORTFOLIO

CONTACT

Rose Garden STAR CITYoink oink

good

Our Clients:

mailto:[email protected]


Blue is our corporate color. Use it at every opportunity.Amgen Blue is our corporate color. It is used wherever possible to create a distinct look that our audiences recognize. We dilute our corporate identity if we allow our logo to appear in a variety of colors.

Amgen LogoWhich Color to Use

DO NOT use any unapproved color or variations (shades or tints) of Amgen Blue.

DO NOT fill the logo with a pattern or create a pattern from the logo.

Preferred Usage: Use Amgen Blue*on a white background.

Alternate Usage: Black can be used when Amgen Blue or its equivalent is not available.

DO NOT make the logo and tagline different colors.

06

DO NOT place a black logo on blue or a blue logo on black.


*Amgen Blue: PMS 285; CYMK: 91C, 43M, 0Y, 0K; RGB: 0R, 99G, 195B; HEX: 007DC3

Alternate Usage: White can be used when neither Amgen Blue nor black would be legible.



Always make the logo legible. People must be able to easily read and recognize our logo. In order to deliver a consistent message about who we are and the value we provide, our logo and tagline should always be clearly visible and properly used.

Amgen LogoUsing the Logo on a Background

07

DO NOT allow the logo to be placed on a photographic background unless the logo can be seen clearly and legibly. If the logo is not legible, the background must be changed.

Placing the Logo on a Simple Photographic Background. Choose the logo color (Amgen Blue, white or black) and placement that provides the best contrast and visibility.

On a darker tinted background, including photographs, a white logo provides better legibility. Use a white logo on tints ranging from 40% to 100%.

40% 50% 60% 70% 80% 90% 100%

On slightly tinted backgrounds, a blue or black logo is the most legible application. Use Amgen Blue* or black for the logo on tints ranging from 0% to 39%.

10% 20% 30%


*Amgen Blue: PMS 285; CYMK: 91C, 43M, 0Y, 0K; RGB: 0R, 99G, 195B; HEX: 007DC3



Amgen LogoHow to Use With Partnerships

Always maintain the integrity of our logo. Proper use of logos—our own and our partners’—is key to the legal protection of both parties. Following the rules below should ensure a fair and balanced presentation of both logos.

08

DO NOT stack the Amgen logo over the partner’s logo.

Preferred Usage:Configuration A

Alternate Usages:Configuration BPartner’s Name Typeset

Configuration CPartner’s Name Before Amgen

Configuration DPartner’s Symbol

Preferred Color Usage: Both partners appear in their respective company colors.

Secondary Color Usage:Both partners appear in black.

Both partners appear in white.

DO NOT stack the Amgen logo under the partner’s logo.

X

X X

1" preferred

X

XX

Visually Equal in Emphasis

Align Vertical Midpoints

DO NOT use the Amgen logo at less than one-half inch wide.

X

X XPartner

X


Group Name

Group Name

Group names may appear in Amgen Blue, black or white.Every group within Amgen is part of the larger company. The appearance of all group names, including their color, should be consistent and uniform so that the entire design complements and promotes Amgen’s corporate identity.

Amgen LogoHow to Choose Color for Group Names

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Group Name

Group Name

Preferred Usage:Amgen Blue

Alternate Usage:Black

Alternate Usage:White (on Black)

Group Name

Acceptable Color Usage DO NOT use different colors within the lockup.

DO NOT use different colors within the lockup even if they are in the color palette.

Group Name

Alternate Usage:White (on Blue)


Amgen Corporate ColorsUsing Amgen Blue

PMS 285 CMYK: 91C, 43M, 0Y, 0KRGB: 0R, 99G, 195BHEX: 007DC3

Amgen Blue is our primary corporate color.Amgen Blue should be the dominant color in every visual communication coming from Amgen. Using Amgen Blue for the logo and in the entire design creates a powerful, easily recognized visual link to the company.

Amgen Blue and the secondary colors are available as a “PMS” color. PMS color code numbers are shown above. Sometimes, PMS colors are not available; for example, for PowerPoint presentations, on the Internet, or due to printing press limitations. In these cases, a matching color can be used. Standard matching systems are “CMYK,” “RGB” or “HEX.” The percentages required in each of these systems to match the PMS color are shown above.

11

Primary ColorAmgen Blue is one of the cornerstones of our visual identity system. Even when it does not cover a majority of the page, the general impression should be that Amgen Blue is the dominant color. Use it whenever possible.

Secondary ColorsUse these secondary colors as accents to Amgen Blue, especially to help make subheads and body copy easier to read, where appropriate.

PMS Cool Gray 11 CMYK: 0C, 2M, 0Y, 68KRGB: 113R, 111G, 115BHEX: 716F73

PMS 302 CMYK: 100C, 25M, 0Y, 50KRGB: 0R, 84G, 128BHEX: 005480

10% 20% 30% 40% 50% 60% 70% 80% 90% 10% 20% 30% 40% 50% 60% 70% 80% 90%

10% 20% 30% 40% 50% 60% 70% 80% 90%

Acceptable tint versions:

Acceptable tint versions: Acceptable tint versions:


Groups are part of the larger company.Creating separate logos for groups within Amgen is not allowed because all groups are part of the larger company. Consistent representation of the Amgen logo with a group name—and linking the name to the logo in a specific way— demonstrates that the specific group is part of Amgen.

Amgen LogoHow to Use With Group Names

X1/2 X

Group Name Typeface:Garamond, Flush Right

Line Thickness: X" = X pointsA logo height of one-inch should have a line thickness of 1 point; a logo height of two-inches should have a line thickness of 2 points, etc.

2/3 X Group Name

Length of Amgen logoLength of Amgen logo

09

Group Name

The line separating logo from group name must be twice the length of the Amgen logo. If the group name is longer than that, make the line the length of the group name.

DO NOT use any font in place of Garamond for the group name.

Group Name

DO NOT change the position of the group name in relation to the line and Amgen logo.

Group Name

DO NOT change the spacing of the elements within the lockup.

DO NOT use elements that create a new logo out of the Amgen logo.What Constitutes a Group:Group names are created for departments, company initiatives, location designations and franchises. For example:

1/2 X

Really Long Group Name

FranchisesOncologyNephrology

DepartmentsInformation SystemsCorporate AccountsR&D Standards

Company InitiativesGlobal ERPOffice Technology UpgradeGlobal Career Framework

LocationsIrelandFremontCanada

1/2" minimum

0.25"

0.25 pt.

If you have a question about group names for departments, company initiatives, location designations and franchises, email [email protected].

mailto:[email protected]


We use traditional fonts to create a serious image.We use the Helvetica font family because of its simple and professional appearance, which reinforces Amgen’s image as a scientific company dedicated to fighting serious illness. Trendy or gimmicky fonts conflict with our image.

Amgen TypefacesWhat Fonts to Use

Helvetica BoldHelvetica

Recommended Fonts for Headlines, Subheads and Body Copy DO NOT use other versions of Helvetica or italics.

Helvetica MediumHelvetica Bold Italic

Helvetica

Helvetica Bold

DO NOT stretch or distort type.

DO NOT make headlines ALL CAPS or all lower case.

AMGEN HEADLINEAs one of the industry’s pioneers, Amgen has been defining biotechnology for 25 years. We apply the power of scientific

amgen headlineAs one of the industry’s pioneers, Amgen has been defining biotechnology for 25 years. We apply the power of scientific

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“Group Names” (See page 9.) and Corporate Sign-Off (See page 15.)(Also acceptable for Amgen stationery and lengthy publication copy.)

Garamond

Helvetica Bold CondensedHelvetica Medium Condensed

Alternate Fonts for Subheads and Body Copy OnlyAlternate fonts may be used when text set in the recommended font does not fit into the allocated space in the layout.


The more important phrase and the less important phrase.


Helvetica is our primary corporate font.Just as Amgen Blue is our corporate color, Helvetica is our corporate font. Using the proper variations of Helvetica consistently for headlines, subheads and body copy creates a powerful and easily recognized visual link to the company.

Amgen TypefacesHow to Format the Fonts

Helvetica Bold Flush Left, Title/Sentence Case*

Helvetica Flush Left, Title/Sentence Case*

Helvetica Bold Flush Left, Title/Sentence Case*

How to Use Headlines and Body Copy Together (See page 18 for reference.)

Headline Bold

Helvetica MediumFlush Left, Sentence Case

Helvetica BoldFlush Left, All Caps

Helvetica Medium CondensedFlush Left, Sentence Case

YOU SHOULD use the bold call out on the most important phrase.

DO NOT call out words in the middle of the headline.


THE MORE IMPORTANT PHRASE and the less important phrase.

DO NOT use all caps for headlines.

DO NOT use italics to call out text for headlines.

13

Headlines may use bold type to emphasize a phrase and regular type for the remainder of the headline.The Headline font should be twice the point size of the body font.

Subheads and Body Copy fonts are the same size, but Subheads are bold. Headlines and Subheads are each followed by a return, and do not run into each other or into the body copy.

Titles are used as a header for a chart or graph. Never use within the same paragraph as any of the above styles.

Footnotes appear at the bottom of the page. They are at least two point sizes smaller than body copy and no less than 6 points in size.

*If your Headline or Subhead is a complete s

Headline

SubheadBody Copy Amgen has been defining biotechnology for more

than 25 years. We apply the power of scientific innovation to

help people fight serious illness. Our medicines have made

a dramatic difference in the lives of more than eight million

patients. For more information about Amgen, our pioneering

science and our vital medicines, visit www.amgen.com.

TITLES FOR CHARTS AND GRAPHS

Footnote


Alternate Usage:Amgen BluePMS 285

Alternate Usage:White: (40% to 100% Amgen Blue)

Amgen TypefacesHow to Choose Font Colors

As one of the industry’s pioneers, Amgen has been defining

biotechnology for more than 25 years. We apply the power

of scientific innovation to help people fight serious illness.







Alternate Usage:GrayPMS Cool Gray 11




DO NOT use different font colors within the body copy.

As one of the industry’s pioneers, Amgen has been defining biotechnology for more than 25 years. We apply the power of scientific innovation to help people fight serious illness.

Choose a font color that makes the type legible.The primary reason for choosing a color type should be legibility. As when choosing a color for the logo, always select a font color that makes the type easy to read against a given background.

For more information, please contact us about

DO NOT use more than one text color in a headline.

Please see page 11 for Amgen color breakdowns.

14

Alternate Usage:White

Preferred Usage:Black




DO NOT screen body text to make it gray. When type is screened, the printing process creates the type out of dots, causing the type to look fuzzy and illegible.


A corporate sign-off indicates that Amgen owns the content.We use a corporate sign-off in order to identify our authorship and provide a corporate endorsement of the content. We want to identify our company as the creator of every piece of visual communication we produce.

Corporate Sign-OffHow and Where to Use It

DO NOT make the sign-off typeface anything other than Garamond.

DO NOT change the position of the sign-off copy in relation to the logo.

Amgen Inc.One Amgen Center DriveThousand Oaks, CA 91320-1789www.amgen.com


Sign-Off Copy:Font Name: GaramondFont Color: BlackFont Size: 8 Point TypeLine Spacing: SingleAlignment: LeftCase: Title Case

X

1/2 X

1 1/4"

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Primary Color Usage:Amgen Blue LogoBlack Copy

Secondary Color Usage:Amgen Blue LogoAmgen Gray Copy

Black Logo and Copy

White Logo and Copy



Where to Use the Sign-Off:Back cover of printed material, collateral or promotional materials, or in an unobtrusive location on other materials, such as video and multi-media presentations.

1" minimum





Complementary guidelines are also available.Amgen also has guidelines for individual products and franchises, as well as guidelines for maintaining our visual identity in other media and applications. These guidelines complement and build upon the Amgen Visual Identity Guidelines.

Other Amgen GuidelinesLinks to Supplemental Information

16

Product and Franchise Guidelines

Products and franchises within Amgen benefit from having a visual identity distinct from the corporate visual identity. At the same time, it is imperative to maintain the integrity of Amgen’s corporate identity. Consequently, we have developed these franchise guidelines to define the appropriate relationship between the corporate identity and the product or franchise.

Links to Additional Corporate Guidelines

Product guidelines: • Aranesp® URL click here. • Enbrel® URL click here. • EPOGEN® URL click here. • Kineret® URL click here. • Kepivance® URL click here. • Neulasta® URL click here. • NEUPOGEN® URL click here. • Sensipar® URL click here.

Franchise guidelines: • Amgen Oncology URL click here.

Additional applications: • For web guidelines URL click here. • Stationery, video, vehicles, promotions, etc. URL click here.

Additional image sources: • ImageLink URL click here.

http://my.amgen.com/portal/server.pt/gateway/PTARGS_0_102540_4736819_0_0_18/Amgen.com%20Style%20Guide.pdf

http://picasso.amgen.com:8080/ImageLink/Standard/OpenCatalog.jsp

http://my.amgen.com/portal/server.pt/gateway/PTARGS_0_112604_4755846_0_0_18/Product%20Guidelines.pdf

http://my.amgen.com/portal/server.pt/gateway/PTARGS_0_102540_4755847_0_0_18/Additional%20Applications.pdf

http://my.amgen.com/portal/server.pt/gateway/PTARGS_0_112604_4824231_0_0_18/Amgen%20Oncology%20Brand%20Guidelines.pdf


17Amgen Photography: How to Shoot New Images

• The overall style should be editorial. Photos should tell a story and not look posed.

• Subjects should look genuine, not staged.

• The overall color should be unified and in keeping with the Amgen palette.

• If there are too many colors, simplify by retouching the image to a more controlled color palette, or by asking subjects to wear specific colors (i.e., white, light blues, etc.).

• Use neutral spaces with a splash of color.

• Image has a single point of interest.

• The background is simple and clean.

• Unimportant areas can be out of focus. Simplify by using selective focus—either a human element or science element—or by choosing a different area to shoot.

• Images are sunlit rather than using a flash. The more white space the better. Images are NOT gimmicky, no colored gels.

• Science and manufacturing should be portrayed correctly, and in compliance with Federal Regulations.


Our visual identity guidelines reinforce our corporate image. The elements in our visual identity system—logo, tagline, corporate colors, corporate fonts and certain graphic elements—express the company’s image when used properly and consistently.

Using the Amgen Visual Identity GuidelinesWhat the Elements Communicate

18

Amgen Logo: The logo indicates that Amgen owns and endorses the content.

Photography: Subject matter should reflect our commitment to science as it serves patients.

Photography: Photographs of approachable people—not models—taken in real places reinforces an authentic image.

Transparency: Translucent boxes used as graphic elements convey the company’s forthright and open character.

Charts and Graphs: Charts and graphs should be legible and easy to understand. The representation of data reflects our scientific core.

DNA and Molecule Icons: The symbolic use of a DNA strand represents our biotechnology heritage. Pairing it with the small molecule graphic indicates our diverse range of modalities.

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Following the guidelines helps maintain a uniform image. All Amgen visual communications should support and reinforce the Amgen corporate image. Using the guidelines is an effective and time-efficient way to help you produce professional materials that resonate with the Amgen corporate brand and all that it stands for.

Using the Amgen Visual Identity GuidelinesHow to Put It All Together

19

Body Copy:Font Name: HelveticaAlignment: LeftCase: Sentence Case

Subhead:Font Name: Helvetica BoldAlignment: LeftCase: Title/Sentence Case*

Titles for Charts and Graphs:Font Name: Helvetica BoldAlignment: LeftCase: All Caps

Color: The color palette is predominantly Amgen Blue. (Amgen Blue Box 80% transparency)

Footnote:Font Name: Helvetica Medium CondensedAlignment: LeftCase: Sentence Case

Headline:Font Name: HelveticaAlignment: LeftCase: Title/Sentence Case*

Headline Bold:Font Name: Helvetica BoldAlignment: LeftCase: Title/Sentence Case*

DNA and Molecule Icons:These icons can be layered over a solid color or a photograph as long as all type remains completely legible.

Amgen Logo with Tagline: See pages 3–8 for guidelines.

Photography: Select from photo library. (See page 17 for “How to Shoot New Images.”)

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Size: 9" X 12" (NOT ACTUAL SIZE)

*If your Headline or Subhead is a complete sentence, use sentence case and punctuation. If your Headline or Subhead is a single word or a sentence fragment then use title case.Please see page 14 for font color options.

Download Logo with Tagline Go to Photo Library

Headline: Use bold on the most important phrase in the headline.(See page 13 for guidelines.)

Download DNA and Molecule Icons


http://corpcomm.amgen.com/MasterBrandImages/index.htm

http://ptprodimage.amgen.com/imageserver/corpcommportal_img/artwork/logos/

Documents

Amgen Visual Identity Guidelines - JAMES PERSONTIjamespersonti.com/James/Corel User Files/American Lung Association... · Using the Amgen Visual Identity Guidelines What the Elements