1. Novartis Brand Essentials Most important aspects of the Novartis corporate brand design at a glance April 2012 Update Content reflects ECN approved corporate brand updates April 2012

2. 2 | Novartis Brand Essentials | April 2012 | Business Use Only The Novartis brand personality3 Core brand elements Novartis logo11 Internal logos15 Color19 Typography22 Imagery26 Core brand principles Primary white29 Core vertical32 Color/image balance 39 The Novartis look and feel42 Specific media/topics Content pages44 Stationery 46 Visuals (graphs, tables, maps, etc.)47 NBS website access 48 NBS website and hotline49 NBS guidelines at a glance50 Table of contents

3. 3 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis brand personality 3

4. 4 | Novartis Brand Essentials | November 2010 | Business Use Only Patients are the center of our work.

5. 5 | Novartis Brand Essentials | November 2010 | Business Use Only Our purpose is to care and cure.

6. 6 | Novartis Brand Essentials | November 2010 | Business Use Only We act responsibly, openly and credibly.

7. 7 | Novartis Brand Essentials | November 2010 | Business Use Only Innovation meets unmet needs.

8. 8 | Novartis Brand Essentials | November 2010 | Business Use Only Strong financial performance ensures our ability to care and cure.

9. Quality is part of everything we do.

10. 10 | Novartis Brand Essentials | November 2010 | Business Use Only  For more information go to NBS  The Novartis brand  Brand personality The Novartis brand personality FocusEssence StyleThemes 9

11. 11 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis logos 10

12. 12 | Novartis Brand Essentials | November 2010 | Business Use Only 11 Two exceptions made due to specific market situation and overall company positioning. Future exceptions to be approved by ECN. Logos with descriptors to express growth areas of healthcare logo/name for OTC pending

13. 13 | Novartis Brand Essentials | November 2010 | Business Use Only Protect our logo: observe minimum space requirement ; do not change logo in any way  For more information go to NBS  The Novartis brand  Visual identity & logosy 13

14. 14 | Novartis Brand Essentials | November 2010 | Business Use Only Internal logos 14

15. 15 | Novartis Brand Essentials | November 2010 | Business Use Only Working on an internal project, campaign or event?

16. 16 | Novartis Brand Essentials | November 2010 | Business Use Only Use a textual reference instead of creating an internal logo.

17. 17 | Novartis Brand Essentials | November 2010 | Business Use Only Internal logos only for: Long-term, high-impact initiatives or events with clear benefit to Novartis business and/or reputation.  For more information view internal communications style guide on NBS  The Novartis brand  Visual identity & logos  Logo guideline

18. 18 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis color family 18

19. 19 | Novartis Brand Essentials | November 2010 | Business Use Only

20. 20 | Novartis Brand Essentials | November 2010 | Business Use Only Maroon Red Orange Dark Yellow Bright Yellow Beige Brown White

21. 21 | Novartis Brand Essentials | November 2010 | Business Use Only Blue is reserved exclusively for the Novartis logo  For more information go to NBS  The Novartis brand  Visual identity & logos  Core brand elements

22. 22 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis fonts 22

23. 23 | Novartis Brand Essentials | November 2010 | Business Use Only Sabon For captions, call-outs and other decorative text News Gothic MT Standard font for all print media

24. 24 | Novartis Brand Essentials | November 2010 | Business Use Only Arial for electronic media Verdana for Internet and Intranet  For more information go to NBS  The Novartis brand  Visual identity & logos  Core brand elements

25. 25 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis image world 25

26. 26 | Novartis Brand Essentials | November 2010 | Business Use Only Focus on people

27. 27 | Novartis Brand Essentials | November 2010 | Business Use Only Warm colors and warm light Out-of-focus background with simple pattern  For more information go to NBS  The Novartis brand  Visual identity & logos  Image world overview

28. 28 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis core brand principles Primary white 28

29. 29 | Novartis Brand Essentials | November 2010 | Business Use Only The most important color is...

30. 30 | Novartis Brand Essentials | November 2010 | Business Use Only Tip: less is more... White. White should dominate all Novartis communications  For more information go to NBS  The Novartis brand  Visual identity & logos  Core brand principles

31. 31 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis core brand principles Core vertical 31

32. 32 | Novartis Brand Essentials | November 2010 | Business Use Only

33. 33 | Novartis Brand Essentials | November 2010 | Business Use Only A core vertical...

34. 34 | Novartis Brand Essentials | November 2010 | Business Use Only... defines the layout...

35. 35 | Novartis Brand Essentials | November 2010 | Business Use Only... directing the eye...

36. 36 | Novartis Brand Essentials | November 2010 | Business Use Only... to the logo

37. 37 | Novartis Brand Essentials | November 2010 | Business Use Only Tip: follow this principle and the whole layout is set  For more information go to NBS  The Novartis brand  Visual identity & logos  Core brand principles

38. 38 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis core brand principles Color/image balance 38

39. 39 | Novartis Brand Essentials | November 2010 | Business Use Only Tip: stick to official style – color block left, one image right Image area Always more dominant than color block Color block

40. 40 | Novartis Brand Essentials | November 2010 | Business Use Only  For more information go to NBS  The Novartis brand  Visual identity & logos  Core brand principles Tip: with more images, ensure vertical emphasis and simplicity – less is more Image area Always more dominant than color block Color block

41. 41 | Novartis Brand Essentials | November 2010 | Business Use Only The Novartis look and feel 41

42. 42 | Novartis Brand Essentials | November 2010 | Business Use Only Large airport poster Brochure cover AdBrochure content page Internet

43. 43 | Novartis Brand Essentials | November 2010 | Business Use Only Specific media/topics 43

44. 44 One design element only inside same publication Brochure content pages: color block or color bar Color block always next to imageOne color bar at top of page  For more information go to: NBS  The Novartis brand  Visual identity & logos  Core brand principles Tip: decide first – color block or color bar

45. 45 Red-marked areas are fixed Stationery: letter/business card  For more information go to: NBS  Guidelines and templates  Print Tip: official Novartis logos are allowed Official logos logo/name for OTC pending

46. 46 Individual visuals must be in Novartis look and feel Specific media/topics – Visuals  For examples go to: NBS  Guidelines and templates  Print  Charts & tables or maps Tip: Novartis colors; solid colors (no gradients), avoid borders

47. 47 Agencies must register for Novartis Brand Service (NBS) website; Novartis associates login directly  Direct link for Novartis associates  Sign-up for externals

48. 48 For any Novartis corporate brand related questions, refer to the Novartis Brand Service (NBS) website  For guidelines, templates, images, logos, best practices and other corporate brand- related information, visit the NBS website www.novartisbrandservice.com  For questions and free design reviews contact the NBS hotline nbs@novartis.com +41 61 324 8899

49. 49 All Novartis brand guidelines and templates are available on the NBS website  The Novartis brand Core principles & elements style guide Quick checklist for applying Novartis corporate design Color/image balance specifications Novartis logo and name guideline Novartis brand architecture guideline Image world guideline Image world at a glance Illustrations guideline Photographer briefing Photographer agreement guide Internal communications style guide  Print Print media style guide  Advertising Novartis guidelines recruitment ads  Events & merchandising Novartis congresses & events branding guideline Giveaways and merchandise hints and tips  Signage Signage guidelines  Online media Novartis intranet style guide Guideline application branding Video player guideline for Novartis websites Internet style guide Online writing guidelines Information architecture quick guide Information architecture Copyright and trademark rules How to create eNewsletters Novartis portal style guide  Video Novartis video branding guideline Filmmaker agreement guide  Microsoft Office PowerPoint quick start guide PPT user guide PPT addin quick guide conversion PPT fact sheet PPT design guideline PPT addin quick guide non-bulleted text PPT technical style guide Word templates user manual