Guidance for Web Pages of Fresenius Kabi subsidiaries
Fresenius Kabi Corporate Communications, Dec 2009 / Version September 2011
Content Page
Introduction
3
Design Guidance Homepage Inside pages
Use of logos
4 6 10
Style Guidance: Typography and Colors Homepage Inside pages
11 15
Homepage Content about the Company Inside pages
19 21 23
Content Guidance
Layout
26
Contact
29
Introduction Worldwide, our brand identity is a powerful, unifying way for communicating the value, trust, leadership and integrity of Fresenius Kabi. Whenever Fresenius Kabi is recognized for these characteristics, we build our brand awareness and market leadership. This, in turn, increases the value of our brand, creating benefits for all of our businesses. Our ability to build a truly global brand depends on how well we all understand and use the Fresenius Kabi identity system. We have many customer touchpoints, but we have one constant and unifying brand. Each of us should understand and consistently apply the Fresenius Kabi corporate design. Our unique corporate design is the foundation for building a global brand and will help us communicate Fresenius Kabi’s leadership and build business success. This document is intended to safeguard a uniform and consistent performance of Fresenius Kabi AG within the world wide web. Please take into account these guidelines for your web pages. In this way you will assist in fostering a strong image of Fresenius F resenius Kabi worldwide. The subsidiaries are responsible for the content of their web page, all IT decisions (programming, hosting etc.) and that the content of the web page complies with all legal local requirements.
Guidance for the Homepage Design To assure a uniform corporate design of Fresenius Kabi worldwide the print space and our logo are binding. Please design your local homepage:
direct log-ins local pictures introducing image and text of the respective subsidiary navigation structure local news chapters such as new congresses
Optimized for screen resolution: 1024 pixel (px). Recommended configuration/placement of the website: Centered in the browser window.
Design of Homepage Meta navigation Main navigation
= local = mandatory
Bottom line
Design of Inside Pages Binding is the place of the main navigation bar in the horizontal, the text fields in the middle and the bottom line. The navigation structure – e.g. on the left and above the text field – depends on the volume of your content. The blue background color within the text field highlights the contents.
Design of Inside Pages Meta navigation Main navigation
Breadcrumb navigation
= local = mandatory
Left navigation
Bottom line
Design of Pictures for Inside Pages The subsidiaries have to check the used pictures in terms of copyright restrictions and compliance with local legal requirements . Pictures for the internet should have a gif-, png- or jpg-format. Other formats are not supported by most of the common browsers. Please note the following: Jpg/Png: For pictures with much colors, e.g. photos (recommended). Gif/Png: For pictures with less colors, less color graduations, e.g. logos (transparency). In general pictures should not have a volume above 30 KB. A higher volume could slow down the loading time for the use. For every picture a maximum width of 440 pixel is defined. A height of 300 pixel should not be exceeded. Pictures are centered. Please use the text field (body) in the middle for your pictures. Every product picture should have a caption.
Design of Pictures for Inside Pages Meta navigation Main navigation
Breadcrumb navigation
= local
Left navigation
30 KB 440 px (width) max. 300 px (height) Centered Caption, right-aligned
Use of Logos LOGO Fresenius Kabi brings people together from all over the world with different cultural backgrounds working together as a team. With our commitment to improve patients’ quality of life, we take care of our customers’ specific needs throughout the world. This is all represented by a symbol of human beings standing one behind the other (head and shoulders), visualizing the team spirit and the vision of Fresenius Kabi. Please note that the corporate logo may neither be changed nor used in its individual parts. DO NOT combine the company claim with another slogan or claim, or create a new claim that contains our “caring for life” claim. Ready to use logo files can be found on the Fresenius Kabi Intranet/chapter Design Navigator.
Use of other company logos Within web pages titled Fresenius Kabi company logos e.g. Calea, APP, or Fresenius Vial should not be used on the homepage. Exceptions should be addressed to Corporate Communications Fresenius Kabi.
Style Guidance Typography and Colors The color guidelines for our logo and the navigation bar are binding. Used Font: Verdana Arial (Supplementary Font) Helvetica (Supplementary Font) Please refer to the following seven pages for details regarding the typography and the colors.
Style Homepage Logo
Meta navigation Main navigation
Corporate text
Welcome text
News menu
Bottom navigation
Style Homepage Typography Logo: 160 x 42 px
Meta navigation: Verdana, Bold, 11 px, RGB 0,0,0, #000000
Main navigation: Corporate text: Interstate, Bold, 40px, Sharp, Spacing 0, color: #FFFFFF Interstate, Bold, 10px, Sharp, Spacing 30, color: #FFFFFF If your agency does not have Interstate you can furnish the service provider with the order form that can be found on the Fresenius Kabi Intranet/chapter Design Navigator. Otherwise you may use Verdana. Claim: Verdana, Bold, 36px, Sharp, Spacing: -30, color: #FFFFFF Subline: Verdana, Bold, 10px, Sharp, Spacing: -55, color: #FFFFFF
Verdana, Bold, 11 px, RGB 0,0,0, #000000 Mouse Over - Red Color RGB 153,51,51, #993333
Verdana, Bold, 20 px, RGB 101,108,118, #656C76
Welcome text: Verdana, 13 px, RGB 101,108,118, #656C76
Headlines: Verdana, Bold, 20 px, RGB 101,108,118, #656C76
News menu: Headline: Verdana, Bold, 11 px, RGB 101,108,118, #656C76 Text: Verdana, 11 px, RGB 101,108,118, #656C76
Bottom navigation: Verdana, 11 px (9 px if your footer content requires more
Style Homepage Color Logo
Meta navigation: Bar color: RGB 192,197,203, #C0C5CB to RGB 159,166,176, #FA6B0
Main navigation: same as meta navigation
Corporate text:
Local Picture:
Box color: #000000, alpha: 34%
100 KB, 970 x 215 pixel
Background color: RGB 255,255,255, #FFFFFF
Footer Line: Bar color: RGB 238,238,238, #EEEEEE
Bottom navigation: Bar color: RGB 192,196,199, #C0C4C7 to RGB
Style Inside Pages Navigation
Breadcrumb navigation
Meta navigation Main navigation Please use only one navigation level for the hover menu.
Style Inside Pages Meta navigation Main navigation
Breadcrumb navigation
Contact-Link Print-Link
Title Product navigation
Body Left navigation
Style Inside Pages Typography Meta navigation:
Logo: 160 x 42 px
Verdana, Bold, 11 px, RGB 0,0,0, #000000
Main Navigation: Breadcrumb navigation:
Verdana, Bold, 17 px, RGB 101,108,118, #656C76
Verdana, 11 px, RGB 14,130,199, #0E82C7
Product navigation: Verdana, 9 px, RGB 0,0,0, #000000 Mouse Over - Red Color RGB 153,51,51, #993333
Left navigation:
Verdana, Bold, 11 px, RGB 0,0,0, #000000
Contact- and Print-Link: Verdana, 11 px, RGB 0,0,0, #000000
Body: Headline: Verdana, Bold, 13 px, RGB 0,0,0, #000000 Text: Verdana, 13 px, RGB 0,0,0, #000000
Verdana, Bold, 10 px, RGB 0,0,0, #000000 Mouse Over - Red Color RGB 153,51,51, #993333
Bottom navigation: Verdana, 11 px (9 px if your footer content requires more space), RGB 0,0,0, #000000
Style Inside Pages Color Meta navigation: Bar color: RGB 192,197,203, #C0C5CB to RGB 159,166,176, #FA6B0
Main navigation: same as meta navigation
Background color content: RGB 223,232,239, #DFE8EF
Picture: 440 px (width), max. 300 px (height)
Background color site: RGB 255,255,255, #FFFFFF
Bottom navigation: Bar color: RGB 192,196,199, #C0C4C7 to RGB 159,166,174, #9FA6AE
Content Homepage Please add on the homepage – recommended place: bottom line – a link to the homepage of Fresenius Kabi AG (www.fresenius-kabi.com). Due to legal reasons please implement an imprint and a legal disclaimer on your homepage. To ensure a common positioning of our company please integrate the image text: caring for life Therapy and care for critically and chronically ill patients within the picture field. Therapy and care for critically and chronically ill patients can be written in your local language. Please stick to English for the claim: caring for life. Please do not change the language of the claim.
= local picture = mandatory
Content Homepage Overview
= local = mandatory
Local company name
Content Company If you want to publish company information about Fresenius Kabi in general (not about the local Fresenius Kabi subsidiary), please add one chapter called Fresenius Kabi AG. The content of this chapter will be provided by Corporate Communications Fresenius Kabi AG and includes a short description of the company group. Please be aware that confidential company data are not allowed to be published. Confidential data are financial results (except these data which are already published on the web page www.fresenius-kabi.com), growth strategies as well as confidential projects (e.g. R+D, future product launches, acquisitions). For all external communications related issues please take the SOP External Communication into account, which can be found on the Fresenius Kabi Intranet.
Content Company
Structure and contents = local = local = mandatory Fresenius Kabi AG (information provided by Corporate Communications)
Content Inside Pages The content of your web page has to meet the market demands and has to take the local law into account. Please be aware that information about Fresenius Kabi AG will be provided by Corporate Communications.
Content Inside Pages Meta navigation Main navigation
Breadcrumb navigation
Product navigation
= local = mandatory
Left navigation
Bottom line
Content Inside Pages Site-related information box Meta navigation Main navigation
Breadcrumb navigation
Left navigation
Site-related information box is optional and can be displayed/used if wanted. Site-related information box with a product picture is optional and can be displayed/used if wanted.
= local = mandatory
Layout 85 px 25 px
23 px
50 px
165 px
x* px depends on the amount of news 45px 34 px
Layout
115 px 215 px 85 px 15 px
125 px 10 px 125 px
20 px
260 px
40 px
Layout
59 px 30 px 55 px 35 px
Left navigation
204 px 233 px
29 px 32 px
440 px 504 px
32 px 29 px
204 px
Contact If you need any support for your web page please do not hesitate to contact Corporate Communications Fresenius Kabi:
[email protected]
In addition to your local IT-department you could also contact:
[email protected]
