medline brand standards

MedlineBrandStandardsSelect Pages

Medline Branding Guidelines / Brand foundation / 1.0 Brand overview / 1.1 Design principles For internal use only. Do not distribute.

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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.

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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%

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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.

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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.

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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

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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.



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

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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

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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.



Keep rolling.Be ready to go anywhere.

here.

Changestarts



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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


The Arrow: Primary Patterns

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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

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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

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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.


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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


Larger cloth. Continued efficacy.With our ReadyPrep® CHG pre-saturated cloths,can help you reduce unnecessary problems lorem ipsum. The goal: prevention above all.


Step upyour prep.

PRE-SATURATED 2% CHG CLOTHS




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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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ProductSelector AppDescription here if necessary

SkinHealth


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


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

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brand.medline.compassword: Branding

medline brand standards

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