Download - Medline Brand Standards
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Medline Branding Guidelines / Brand foundation / 1.0 Brand overview / 1.1 Design principles For internal use only. Do not distribute.
4
Provide focus and navigation.Strategic, insightful, organized, agile, confident
But still listening
Guiding. Personal. Simple.Make complexity approachable.
Concise, distilled, essential, direct
But still comprehensive
Form emotional connections.Human-to-human, immersive, story-driven, authentic
But still professional
Design principlesOur formula for unified design
G P S
Medline Branding Guidelines / Brand foundation / 1.0 Brand overview / 1.1 Design principles For internal use only. Do not distribute.
5
Personal:
Guiding:
Simple:
Human-to- humanConnections between Medline and customer; caregiver and patient
FocusedCalls attention to clearly identifiable focal points
DistilledNothing is decorative, every design element has a purpose
ExpressiveEngaging the viewer with pops of color
SmartContemporary/sophisticated illustration style
Story-drivenTells a story to make topic insights more relatable
VisualizingDelivering ideas in telegraphic, easily digestible ways
DirectShort and concise for quick and clear communication
CuratedCarefully organized arrangements of products
mortality rates with clabsi 2
5 daysthe majority of clabsis
than 5 days after
28%
17
Knowhow.
Design principles appliedExamples and explanation
Medline Branding Guidelines / Brand foundation / 1.0 Brand overview / 1.2 Brand voice For internal use only. Do not distribute.
2
Defining our brand voice – guiding, personal and simpleOur tone of voice leverages Medline Design Principles —guiding, personal and simple (GPS) to create a visual and verbal consistency across all brand communications.
We speak with:
Guiding expertise and understanding We realize the decisions healthcare professionals have to make can be difficult and stressful. We use our expertise to help guide and inform their choices.
Personal dedication and sincerity We speak as a trusted partner. We care about our customers. Our voice is human, grounded and personable —focused on “you,” “your team” and “your solutions.”
Simple clarity and openness We use direct, conversational language to help simplify complicated healthcare information.
Medline Branding Guidelines / Brand foundation / 1.0 Brand overview / 1.2 Brand voice For internal use only. Do not distribute.
3
How our voice sounds
• Knowledgeable, not a know-it-all• Conversational, not unprofessional • Empathetic, not patronizing
• Down to earth, not uninteresting• Confident, not bragging• Straightforward, not boring
Sample copy showing how we communicate our healthcare solutions
Create a culture of prevention.
Make skin health second nature.
Breakthroughs come easier given the right tools. And know how.
Innovation brings hope.
Sample copy showing how we communicate our services and expertise
We make it easier to do the right thing.
Be ready for what’s next. We can help.
Together, we can do more.
We take on your goals as if they’re our own.
Sample copy showing how we communicate our products
It took years to develop a better exam glove and only one day to deliver it by the thousands.
Prevention starts with all-around protection.
Where there’s quality, there’s better patient care.
Examples:
What should we sound like?
Medline Branding Guidelines / 2.0 Branding strategy / 2.1 Brand architecture and naming
2
Medline Branding Guidelines / 2.0 Branding strategy / 2.1 Brand architecture
Core: Medline as Generalist
Large portfolio of products that improve everyday healthcare operations
Areas of Expertise:
Medline as Expert
A cross-market need state where we want to
demonstrate our expertise
Specialized: Medline as Specialist
For customers seeking the best quality products — and looking to specialists to provide them
Tier Core Core + Core Segment Specialized Product Specialized Segment
DefinitionCommoditized products that Medline delivers at a lower cost and with great service.
Good quality products that compete on specific features and benefits that Medline delivers at a great price and with great service.
Communicating our capabilities to mainline healthcare market segments.
Products used across multiple market segments paired with clinical training and education.
Product that appears engineered by specialists focused on advancing formula, technology and performance.
Products organized and developed for specialists in a specific area of medicine with a unique mechanism
Brand Strategy
The brand is Medline. Product has a descriptive name, but is not a separate brand.
The brand is Medline. Product has a unique name, but is not a separate brand.
The brand is Medline. Segment has a name, but is not a separate brand.
The brand is Medline. Area of Expertise has a name, but is not a separate brand.
Medline is the endorsing brand that features the sub-brand.
Medline is the endorsing brand that features the sub-brand.
Verbal Treatment
Straightforward, descriptive language. Not unique or trademarked.
Meaning of name implies enhancements or benefits. Unique, trademarked name.
N/A Straightforward, descriptive language. Not unique or trademarked.
Meaning of name implies enhancements or benefits. Unique, trademarked name.
Meaning of name implies enhancements or benefits. Unique, trademarked name.
Visual Treatment
Title case type treatment using corporate font (Glober). Mix of xBold and Regular weight to separate form and function.
Title case type treatment using corporate font family (Glober). Mix of xBold and Regular weight to separate form and function.
N/A Title case type treatment using corporate font family (Glober). Mix of xBold and Regular weight to separate form and function.
Has a unique look, a distinctive typographic treatment and is placed next to Medline logo.(no other icons or logos)
Has a unique look, a distinctive typographic treatment and is placed next to Medline logo. (no other icons or logos)
Example(no market
name attached)
Our product and service offerings are named and organized based on their relationship to Medline’s Core equity as a generalist provider of products that improve everyday healthcare operations. To foster brand trust, Medline must balance that core equity against its reputation as a specialist offering expertise and innovation in specific healthcare areas, competencies and technologies.
RightTemp ™
Ear Thermometer
UrinalysisReagent Strips
Brand Architecture
SkinHealth
Medline Branding Guidelines / 3.0 Brand elements / 3.1 The Medline logo
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Good brand stewardship begins with mindful, consistent application of our logo usage guidelines, which in turn, begins with three foundational rules:
• The Medline torch and wordmark graphic are always presented together.
• They always appear in white. • They are always contained in our
blue holding square.
Using the correct color profilePrint: PMS or CMYKVector format of these logo assets enable high quality printing at any size without loss of quality. AI and EPS formats are available for download.
Web/digital: RGB or HexRGB logo is for web, video, TV, email signatures and Microsoft applications, etc. JPG and PNG formats are available for download. JPG and PNG logos and may only be scaled down in size. Never scale them up to larger sizes.
Logo formats are available for download at link here.
Logo basics
PMS 2935 CCMYK 100/60/0/0RGB 0/82/204HEX #0052CC
Medline Blue
Medline Branding Guidelines / 3.0 Brand elements / 3.2 Typography
Version 2.0 | March 17, 2019 9:45 PM 13
Glober is a sans-serif font with its own unique style, expressed in perfect softened geometric forms.
Delivering superb legibility in web and print, optimized kerning and excellent web font performance, Glober gives us the flexibility to solve an increasingly complex array of communications challenges while always reinforcing Medline’s brand personality.
Our font: GloberEndlessly versatile. Always fresh.
Glober xBoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!£$%^&*)_—–+=<>?”|]
Glober Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!£$%^&*)_—–+=<>?”|]
Medline Branding Guidelines / 3.0 Brand Elements / 3.4 Color
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Our color palette has three layers: primary blues, primary highlight (Medline Orange), and neutrals. These colors don’t just co-exist; they work together. Our primary blues anchor our color use and express confidence. Our neutral grays keep blue from overpowering our designs, providing contrast and relief. Orange is our highlighting tool. Use it strategically to create bolts of startup-like energy and to guide the reader to the most important elements within your designs.
When using color builds, always use the color values listed here. They were adjusted for optimal reproduction in print and on-screen and do not always match Pantone Color Bridge breakdowns.
1375 C0/51/100/0255/153/31
#FF991F
431 C74/59/35/1480/95/121#505F79
287 C100/75/0/0
0/73/176#0049B0
428 C21/15/10/2
212/212/216#E0E0E0
7688 C70/30/0/076/154/255
#4C9AFF
430 C50/37/26/0137/147/141#8993A4
2935 C100/60/0/00/82/204#0052CC
Primary blues Highlight
Neutrals
Primary paletteThe color logic at Medline
Medline Blue
Medline Orange
Medline Branding Guidelines / 3.0 Brand Elements / 3.4 Color
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Full Palette Primary & Extended
*Medline Blue=B400 Medline Orange=Y400
M* O*
G10044/0/37/0
#79f2c0
N203/2/1/0#f4f5f7
G7530/0/27/0
#abf5d1
N101/1/1/0#fafbfc
G509/0/8/0#e3fcef
G20058/0/50/0#57d9a3
N306/5/3/0#ebecf0
G30074/2/68/0#36b37e
N4011/7/6/0#dfe1e5
G40087/23/81/8#00875a
N5021/15/10/2
#c1c7d0
G50095/0/65/60
#006644
N6036/26/20/0
#b3bac5
T10061/0/15/0#79e2f2
N8043/31/23/0
#97a0af
T7550/0/12/0
#b3f5ff
N7037/28/17/4#a5adba
T5035/0/9/0#e6fcff
T20077/0/16/0#00c7e5
N9050/37/26/0
#8993a4
T30084/0/16/0#00b8d9
N10056/42/29/2
#7a869a
T40093/2/15/17#00a3bf
N20062/47/31/5
#6c798f
T50098/6/10/29
#008da6
N30061/49/26/14
#5e6c84
B10070/30/0/0
#4c9aff
N50075/62/30/25
#42526e
B7545/0/15/0
#b2d4ff
N40074/59/35/14
#505f79
B5018/5/0/0#deebff
B20085/35/0/0
#2684ff
N60086/72/38/25
#344563
B300100/50/0/0
#0065ff
N70089/76/31/37
#253858
B400100/60/0/0
#0052cc
N80098/85/42/40
#172b4d
B500100/75/0/0
#0049b0
N900100/88/34/55
#091e42
P10048/45/0/0#998dd9
P7530/0/27/0#c0b6f2
P5010/10/0/0
#eae6ff
P20057/56/0/0#8777d9
P30073/73/0/0#6554c0
P40081/83/0/0#5243aa
P50093/96/0/0#403294
R1000/55/53/0
#ff8f73
R750/38/36/0
#ffbdad
R500/21/18/0
#ffebe5
Y1000/6/53/0#ffe380
Y751/4/45/1#fff0b2
Y500/4/27/0#fffae5
R2000/72/70/0
#ff7452
R3000/80/85/0
#ff5630
R4007/92/100/1#de350b
R5005/96/80/22
#bf2600
Y2000/20/90/0
#ffc400
Y3000/32/100/0
#ffab00
Y4000/51/100/0
#ff991f
Y5000/60/87/0#ff8b00
Version 2.0 | March 19, 2019 2:51 PM 2
Medline Branding Guidelines / 3. Brand Elements / 3.3 The Arrow
Left-alignwhen arrowpoints thisdirection.
Right-alignwhen arrow
points thisdirection.
here.
Changestarts
here.
Changestarts
The Arrow
2
The Medline Arrow was designed to flex and shapeshift in order to accommodate the unique needs of each situation. It accrues meaning through repeated use. However, its value is only created through purposeful and imaginative application. Yet, there are specific rules and standards that determine how the arrow can be stretched and shaped so that it always feels consistent in shape.
Ride easyAnd sit more comfortably.
Callout
100%10%
Use to point outa notablefeature.
100%
10%
“Create
speech
bubbles”
Callout
Use to point outa notablefeature.
“Create
speech
bubbles”Left-alignwhen arrowpoints thisdirection.
Right-alignwhen arrow
points thisdirection.
Keep rolling.Be ready to go anywhere.
here.
Changestarts
Right-alignwhen arrow
points thisdirection.
Version 2.0 | March 19, 2019 2:51 PM 11
Medline Branding Guidelines / 3. Brand Elements / 3.3 The Arrow
The Arrow: Translating into secondary elements
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Pointer / Call-Out AMore examples showing different directions
Quotation BubbleScalable and can be colorized. Used on or near photograph.
Pointer / Call-Out ACan be scaled, colorized. and point in 8 directions (see examples below.)
Pointer / Call-Out BScalable and can be colorized. Used on or near photograph.
Callout Call
out Callout
Call out Call
out Call out Call
out Call out
Use to point
out something
extra notable
or importa
nt“P
ull quote
goes here”
- Full N
ame
Title, C
orp.
Use topoint out a notablefeature
Use to point
out something
extra notable
or importa
nt“P
ull quote
goes here”
- Full N
ame
Title, C
orp.
Use topoint out a notablefeature
When creating new secondary elements, try to maintain the visual character of the arrow while making necessary adjustments to ensure functionality of elements.
In the content highlighters shown on the right, three primary points are left as hard edges while other corners are rounded. The three hard edges (and type alignment within) allow each element to maintain the visual character of the arrow as well as directional funtion. The two rounded edges soften the shapes so that, as secondary elements, they can be easilly applied to compositions without feeling disruptive or busy.
Version 2.0 | March 19, 2019 2:51 PM 12
Medline Branding Guidelines / 3. Brand Elements / 3.3 The Arrow
The Arrow: Primary Patterns
12
Corner Pattern:
Seamless Background Pattern:
Consistent angles Proper type alignment Purposeful and organized
Aligned
left with
pointAligned
right w
ith
point135˚90˚
Medline Branding Guidelines / 3. Brand Elements / 3.5 Photography
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Hero photography is:Applying our design principles
Personal:
Guiding:
Simple:
Human-to-humanHuman connection and collaboration
CuratedCarefully organized arrangements of products
DistilledNothing is decorative, every design element has meaning
ExpressiveActive; things are happening or getting done
Negative spaceApproximately 50% negative space for a contemporary, sophisticated look
Story-drivenTells a relevant, meaningful story
DirectDirect camera orientation
COMING SOON: Visit the web version for an in-depth look at each photo
FocusedPops of color that call attention to a focal point
VisualizingPurposeful propping that delivers information telegraphically
Version 2.0 | March 18, 2019 11:27 PM 13
Icon & Illustration Summary
2
Medline Branding Guidelines / 3. Brand Elements / 3.6 Icons and Illustration
Spot illustration
Icon
Form
Simple geometric shapes
2
5 rules to writing great copyUse this as your guide to creating copy that captures our brand voice.
Medline Branding Guidelines / 1. Overview / 3.7 Writing Style
2
1. Keep it simple, brief and to the point. Talk to your customer like you would talk to an industry peer. Write copy that’s knowledgeable yet approachable.
2. Get passionate, but keep it real. You’re offering something meaningful to your customer.Let them know how you feel.
3. Tell it like it is – talk straight. Open, honest, direct – you have a great story to tell, no flowery embellishments necessary. Write like you talk..
4. Say it once, with meaning. Keep your messaging tight and light. Don’t repeat the same story in different words throughout the piece.
5. Don’t fall into a rut. Keep things fresh. Challenge yourself to find new and interesting ways to talk about our solutions–connect with your reader, relate to their daily challenges. Try to avoid over used words that feel repetitive and lose meaning.
Medline Branding Guidelines / 4. Application / 4.2 Collateral
3
Print Portfolio MatrixTo ensure brand consistency, clarity, and prevent potential branding issues from negatively impacting customer perceptions and sales, all materials must recieve a visual treatment that is consistent with their place in our portfolio.This matrix illustrates a birds-eye view of how each collateral touch-point fits into our overall design system.
For more info, visit chapter 2.1 Brand Architecture
HME DealershipEfficient inventory management for critical supplies.
Boost revenue.Enhance
convenience.
Learn more and receive a free CAUTI risk analysis: Medline.com/BladderBundle
No Foley, no CAUTI. Our ERASE CAUTI bladder bundle can help you reduce unnecessary catheterizations. The goal: prevention above all.
© 2017 Medline Industries, Inc. All rights reserved. ERASE CAUTI and Medline are registered trademarks of Medline Industries, Inc. BioCon is a registered trademark of Mcube Technology Co., Ltd. MKT1779953 / 15
Intelligentdesign.
Our ERASE CAUTI bladder bundle —with the BioCon® 750 bladder scanner—can help you reduce unnecessary catheterizations.
© 2017 Medline Industries, Inc. All rights reserved. ERASE CAUTI and Medline are registered trademarks of Medline Industries, Inc. BioCon is a registered trademark of Mcube Technology Co., Ltd. MKT1779953 / 15
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Ordering InformationItem No. Description Pkg.ABC123456 Product Description 1/eaABC123456 Product Description 50/bxABC123456 Product Description 1/bx
Learn more. Contact your Medline Representative for a product demonstration.
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Talking Ear & ForeheadThermometer
Learn more and receive a free CAUTI risk analysis: Medline.com/BladderBundle
Larger cloth. Continued efficacy.With our ReadyPrep® CHG pre-saturated cloths,can help you reduce unnecessary problems lorem ipsum. The goal: prevention above all.
© 2017 Medline Industries, Inc. All rights reserved. ERASE CAUTI and Medline are registered trademarks of Medline Industries, Inc. BioCon is a registered trademark of Mcube Technology Co., Ltd. MKT1779953 / 15
Step upyour prep.
PRE-SATURATED 2% CHG CLOTHS
Learn more. Contact your Medline Representative for a product demonstration.
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Subhead B
Item No. Description Pkg.ABC123456 Product Description 1/eaABC123456 Product Description 50/bxABC123456 Product Description 1/bx
Ordering Information
Foot Plating Screw System
L for a p
Laboratory & Diagnostic Equipment, Catheters and Drain BagsUrology Program
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conseque de dolupta
Subhead B » Bullet vid explaut volende net harciis qui debitibeat
que con pos nobis et labo. Iquamus cipsus » Bullet quame dolorep elluptisite
consequ aecabor reptat » Bullet que omni consequi ut laborerupti rereic te
essuntorrum inverep ratinve lloremporest reheniet
Ordering InformationItem No. Description Pkg.ABC123456 Product Description 1/eaABC123456 Product Description 50/bxABC123456 Product Description 1/bx
Learn more. Contact your Medline Representative for a product demonstration.
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essuntorrum inverep ratinve lloremporest reheniet
Ordering InformationItem No. Description Pkg.ABC123456 Product Description 1/eaABC123456 Product Description 50/bxABC123456 Product Description 1/bx
Learn more. Contact your Medline Representative for a product demonstration.
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PRE-SATURATED 2% CHG CLOTHS
Intro copy will go here. dolorati reium nulparu ptatur apis ea eatestrum rehent et ipsa por rem. Aperum demqui volorio. Pieniam vitinit evelic tenim sitat et porisquost voluptatur res et.
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que con pos nobis et labo. Iquamus cipsus » Bullet quame dolorep elluptisite
consequ aecabor reptat » Bullet que omni consequi ut laborerupti rereic te
essuntorrum inverep ratinve lloremporest reheniet
Learn more. Contact your Medline Representative for a product demonstration.
ProductSelector AppDescription here if necessary
SkinHealth
Learn more and receive a free CAUTI risk analysis: Medline.com/BladderBundle
Product selector app Our ERASE CAUTI bladder bundle —with the BioCon® 750 bladder scanner—can help you reduce unnecessary catheterizations.
SkinHealth
Product, program, solution
TM
Headline goes here.
N/A
N/A
Core SpecializedOffering Capability Spotlight Market Segment
Broc
hure
sCa
talo
gsSp
ec S
heet
sPr
int A
Ds
Superior Quality Orthobiologics
Essentials
PRE-SATURATED 2% CHG CLOTHS
Step upyour prep.
Larger cloth. Continued efficacy.
Intelligentdesign.
Ankle Fracture System Intelligently designed to address surgeon and patient needs
Supplies for Your Urology PracticeLaboratory & Diagnostic Equipment, Catheters and Drain Bags
Boost revenue.Enhance
convenience.
SkinHealth
Make skin health
second nature.
Systemwide Standardization Solution
N/ASkinHealth
Catalog Products and resources that supporturological care across all settings
UUrology
Supplies for Your Urology PracticeLaboratory & Diagnostic Equipment, Catheters and Drain Bags
Area ofExpertise
N/A
N/A
N/A
36
brand.medline.compassword: Branding