Created for Medtronic and Covidien employees and agency partners responsible for creating acquisition-related materials

Transcription

1 Transition Brand Design System for Medtronic Quick Guide and Toolkit Overview of the Transition Brand for Medtronic Practical tools for when and how to use the Transition Brand Covidien Convention Integration Strategy Created for Medtronic and Covidien employees and agency partners responsible for creating acquisition-related materials LAST UPDATED: MAY 11, 2015

2 Topic Menu: Transition Brand Design System In This Document Overview of Transition Brand for Medtronic Practical tools for when and how to use the Transition Brand Created For Medtronic and Covidien employees and agency partners responsible for creating acquisition-related materials Use Page Down to view each page in order Click the links to visit specific topics 1 QUICK GUIDE Transition Brand will be used on day 1 3 Why a Transition Brand? 4 What is the Transition Brand? 5 Assets that will be affected during the transition period 6 Branding Timeline: Decision Making 7 General guidance: when to use the Transition Brand 8 Universal messaging for internal and external audiences 9 Universal messaging details 10 2 TOOLKIT TOOLKIT Usage guidelines 12 Transition Brand templates 13 Transition Brand messaging set 14 Transition Brand headline options 15 Transition Brand design system requirements Transition Brand for the web 18 Transition Brand websites and contacts 19 2 Medtronic Confidential

3 Transition Brand Will Be Used on Day 1 TOPIC MENU QUICK GUIDE Transitioning Covidien to Medtronic Medtronic Transition Brand Design System Will ensure both internal and external alignment beginning Day 1 of the acquisition 3 Medtronic Confidential

4 Why a Transition Brand? TOPIC MENU QUICK GUIDE Welcome Covidien The messaging and visual identity system are designed to: Consistently communicate in a way that resonates with stakeholders Maintain cohesion during a likely chaotic/disruptive period Help Medtronic signal a change that we are a different company 4 Medtronic Confidential

5 What Is the Transition Brand? TOPIC MENU QUICK GUIDE Logo Lock-up with Transition Line For use on Medtronic-led communications For use on Covidien-led communications A temporary identity system to cohesively demonstrate Medtronic s acquisition of Covidien. Color Palette Typography Headline Treatment Rays 5 Medtronic Confidential

6 Assets That Will Be Affected During the Transition Period TOPIC MENU QUICK GUIDE The temporary identity system will be used for essential acquisition related Medtronic communications and key internal and external websites on day 1. Medtronic Collateral Corporate Marketing will: Produce essential corporate communication collateral (presentations, company facts and stats, etc.) Intranet Sites Global Communications will: Update MyMedtronic and Pulse with the Transition Brand Global Digital & Social Media will: Assist with determining whether/how other intranet sites should use the Transition Brand External Websites Global Digital & Social Media will: Update identified Medtronic and Covidien external websites with the Transition Brand Assist with determining whether/how additional sites should use the Transition Brand 6 Medtronic Confidential

7 Branding Timeline: Decision Making TOPIC MENU QUICK GUIDE Jan 2015 Feb Mar Apr May Jun Jul Aug Sep PRE- CLOSE My primary objective is integration or acquisitionrelated. [internal & external] then use transition branding Day 1 through August 31 My primary objective is product/business-related or business as usual. [external] then use your legacy MDT or COV branding through August 31 > for MDT products > for COV products My materials will be released after September 1 [internal & external*] If you have been brand trained, then you may begin using the new refreshed brand Day 1 The Transition period begins. NOTE: MITG internal communications may use legacy MDT branding until the new brand is launched. 7 Medtronic Confidential June 1st Training on the new refreshed Medtronic brand begins. Once brand trained, you may begin using the new brand identity for any new development releasing after September 1 (includes internal and external* communications). * August 1-31 The refreshed Medtronic brand launches internally* Although we will officially launch our new brand externally in September, we understand there may be exceptions in your work where you may need to use the new identity in external materials in the August timeframe. However, we ask that unless it s business critical, to please hold until September to externalize the new brand. This timing will help maximize the impact of the new brand identity because it will coincide with the launch of the brand at the corporate level. September 1st Refreshed Medtronic brand fully launches externally* Starting September 1, discontinue use of: Transition brand Legacy MDT brand Legacy COV brand

8 General Guidance: When to Use the Transition Brand TOPIC MENU QUICK GUIDE U S E the Transition Brand for: All acquisition-related communications to customers and employees D O N O T U S E the Transition Brand for: Materials and channels when it is business as usual* * e.g. product launches and marketing materials now through August 31, Medtronic Confidential

9 Universal Messaging for Internal and External Audiences TOPIC MENU QUICK GUIDE U N I V E R S A L M E S S S A A G I G N I G N G A blueprint for you to use and build upon to create business-, region- or function-specific communications The foundation for all acquisition-related communications developed during the transition period for both internal and external audiences 9 Medtronic Confidential

10 Universal Messaging Details TOPIC MENU QUICK GUIDE A foundation and blueprint for you to use and build upon to All Audiences create business-, region-, or function-specific communications K E Y M E S S A G E Why a new company What it means for customers What will happen in the future Together, Medtronic and Covidien are working to improve healthcare by addressing the needs of more people, in more ways and in more places around the world. We are committed to Improving the lives of patients Creating meaningful innovation Helping more people around the world get access to better healthcare We want to Change the way we work with healthcare systems and providers Partner with you Achieve better outcomes (clinical, economic and patient) We are striving to Create new models for collaboration Redefine value Deliver continuity in service Celebrate our advancements Go further together U N I V E R S A L M E S S A G I N G 10 Medtronic Confidential

11 Topic Menu: Transition Brand Design System 1 QUICK GUIDE Transition Brand will be used on day 1 3 Why a Transition Brand? 4 What is the Transition Brand? 5 Assets that will be affected during the transition period 6 Branding Timeline: Decision Making 7 General guidance: when to use the Transition Brand 8 Universal messaging for internal and external audiences 9 Universal messaging details 10 2 TOOLKIT Usage guidelines 12 Transition Brand templates 13 Transition Brand messaging set 14 Transition Brand headline options 15 Transition Brand design system requirements Transition Brand for the web 18 Transition Brand websites and contacts 19 Use Page Down to view each page in order Click the links to visit specific topics 11 Medtronic Confidential

12 Usage Guidelines TOOLKIT TOPIC MENU Use the chart below to find more specific examples of what should and should not use the Transition Brand design elements from Day 1 August 31. CURRENT MEDTRONIC CURRENT COVIDIEN MDT and COV DAY 1 AUG 31 CUSTOMER-FACING AQUISITION- RELATED COMMUNICATIONS (examples: acquisition brochure) Full Medtronic Brand Identity System Full Covidien Brand Identity System Use the full Transition Brand Design System beginning Day 1. TEMPORARY FACILITY SIGNAGE (examples: posters, banners) Full Medtronic Brand Identity System Full Covidien Brand Identity System Use the full Transition Brand Design System beginning Day 1. TRADESHOWS (examples: booth signage, collateral) Product categories with overlap should share news of the acquisition. See the decision tree for guidance. INVESTOR & PRESS/MEDIA (examples: press releases) Medtronic boilerplate copy Covidien boilerplate copy Medtronic boilerplate copy with Transition line BUSINESS/PRODUCT COLLATERAL (examples: product brochures, packaging) BUSINESS CARDS* & STATIONERY NO CHANGE 12 Medtronic Confidential *Senior leadership and customer-facing employees (i.e., Field Sales) may order a limited supply of business cards with the Transition Brand logo lock-up and transition line. Templates will be available week of January Medtronic Confidential

13 Transition Brand Templates TOOLKIT TOPIC MENU Use these templates to create pieces that require the full Transition Brand from Day 1 Aug 31. WORD HEADER POWERPOINT POSTER / BANNER DIGITAL BILLBOARD Find these templates (and more) on the Medtronic Masterbrand site (on the Transition tab) or Covidien Identity Manager site. 13 Medtronic Confidential

14 Transition Brand Messaging Set TOOLKIT TOPIC MENU Use this approved messaging as the foundation for acquisition-related communications. Copy and paste the relevant copy block(s) below, and then use as is or build upon it to tailor your communication and make it relevant to your unique business/audience. EMPLOYEES PHYSICIANS, HEALTHCARE PROFESSIONALS BUSINESS: Procurement, Distributors, Health Systems, Regulators GENERAL PUBLIC: Patients, Media, PR, Investors WHY DID THIS HAPPEN? Both Covidien and Medtronic are committed to improving the lives of patients through our medical technologies. We brought our two companies together so we can accelerate and advance our ability to create meaningful innovations that improve health for more people around the world. Because we are committed to improving the lives of patients through our medical technologies, Covidien and Medtronic have come together so we can accelerate and advance our ability to create more meaningful innovations to help you deliver the best care possible for more people. Because we are committed to improving the lives of patients through our innovative medical technologies, Covidien and Medtronic have come together to offer more comprehensive and advanced solutions that enable the best outcomes possible for more people around the world. Both Covidien and Medtronic are committed to improving the lives of people through our medical technologies. We brought our two companies together to accelerate and advance our ability to create meaningful innovations for hospitals, health systems and health care providers so they can deliver the best care possible to patients and their families around the world. WHAT DOES IT MEAN FOR YOU? We are passionate and excited about our mission to improve patients lives. The combination of our two companies will create new opportunities for all of us to change the way we work, collaborating and innovating in new ways that will ultimately deliver better health for more people. We recognize that we help patients by partnering with doctors and other health care professionals. That s why we want to partner with you to combine our capabilities with your expertise, changing the way we work with you so better clinical, economic and patient outcomes can be achieved. As we move forward as one company, we know we can make more progress if we work together. That s why we want to partner with you to combine our capabilities with your expertise, improving the way we work with healthcare systems and providers so better clinical, economic and patient outcomes can be achieved. We recognize that innovation is only meaningful if it is safe, effective and usable. That s why we are partnering with health systems and providers to combine our capabilities with their expertise to change the way we work together to achieve the best outcomes. WHAT SHOULD YOU EXPECT? The global healthcare environment is everchanging and it is our responsibility to think differently in order to solve problems to help hospitals and health systems deliver the best patient care possible. The union of Medtronic and Covidien will be transformative as we create new ways of working together in order to do more for more people. As we go forward and start the integration of our two companies, each of us will need to be nimble, flexible and creative. This will enable Medtronic, to go further, well into the future. We know that constant change in the global healthcare market requires new approaches to delivering care. In bringing Medtronic and Covidien together, we strive to work with you to create new models of collaboration to give you solutions you need so you can do more for each patient you serve. We are committed to deliver continuity of service while constantly pushing our advancements further. With the changing global healthcare system, we must do what we can to help hospitals, health systems and providers deliver the best care possible. The union of Medtronic with Covidien demonstrates our commitment to think differently to solve problems, striving to make progress for better care while creating a more efficient delivery system. We strive to deliver continuity in our service to you while constantly pushing our advancements further. With changing healthcare demands, companies that deliver health products and services must be willing to do things differently. The union of Medtronic and Covidien demonstrates that we are committed to thinking differently in solving problems to deliver better health. As we go forward, we will keep you updated about how this approach is succeeding in ensuring better health for more people. 14 Medtronic Confidential

15 Transition Brand Headline Options TOOLKIT TOPIC MENU Use these approved headlines as is or build upon them to tailor your communication and make it relevant to your unique business/audience. Follow the requirements listed below. Headline Options CREATING MEANINGFUL CHANGE TOGETHER REMOVING BARRIERS, REACHING MORE PEOPLE CONNECTING WHAT WE DO WITH WHAT PEOPLE NEED SHARED GOALS, DEEPER RELATIONSHIPS 15 Medtronic Confidential

16 Transition Brand Design System Requirements (1 of 2) TOOLKIT TOPIC MENU Follow the requirements below to ensure consistent usage of the Transition Brand design elements. LOGO LOCK-UP & TRANSITION LINE For use on Medtronic-led communications For use on Covidien-led communications Do not alter Do not use with other taglines, such as Innovating for Life or Positive Results for Life Preferred position: Upper left or right Minimum size: 4 width A vertical orientation option is also available when space is restricted COLOR PALETTE PMS 301 C100/M45/Y0/K18 R0/G101/B164 PMS 292 C60/M10/Y0/K0 R83/G183/B232 PMS 290 C20/M0/Y0/K0 R199/G234/B251 PMS CG 11 C66/M57/Y51/K29 R84/G86/B91 Use PMS 301 and 292 as primary colors Use PMS 290 as an accent color Use PMS Cool Grey 11 for text TYPOGRAPHY Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Headlines and body copy: Calibri Subheads: Chaparral Pro Web substitution fonts: Arial (sans serif) and Georgia (serif) 16 Medtronic Confidential

17 Transition Brand Design System Requirements (2 of 2) TOOLKIT TOPIC MENU Follow the requirements below to ensure consistent usage of the Transition Brand design elements. HEADLINES Use of ALL CAPS is preferred Use Calibri Apply a two-color treatment using PMS 292 and 301 Use PMS 301 to emphasize a word RAYS Rays may be built using any Creative Suite software Vertical ray PMS 301 Transparency: 100% Effect: Overlay White rule Horizontal ray PMS 290 Transparency: 100% Effect: Color (for lighter backgrounds) Effect: Screen (for darker backgrounds) PHOTOGRAPHY Photos should be heroic, authentic and candid Photos should be of people (patients, employees, customers) 17 Medtronic Confidential

18 Transition Brand for the Web TOOLKIT TOPIC MENU Use the guidelines below to substitute web-friendly fonts and colors for the Transition Brand. WEB FONTS Use Arial instead of Calibri. Use Georgia instead of Chaparral Pro. Calibri Arial Georgia WEB COLORS TEXT PMS 301 C100/M45/Y0/K18 R0/G101/B164 PMS 292 C60/M10/Y0/K0 R83/G183/B232 PMS 290 C20/M0/Y0/K0 R199/G234/B251 PMS CG 11 C66/M57/Y51/K29 R84/G86/B91 TRANSITION LINE VARIATION Covidien web properties with the Transition Brand will display the Covidien-led logo lock-up & transition line only. Medtronic-led transition line Welcoming Covidien to Medtronic Covidien-led transition line Covidien is joining Medtronic Use only approved artwork for the Transition logo lock-up and Transition Line 18 Medtronic Confidential

19 Transition Brand Websites and Contacts TOOLKIT TOPIC MENU Questions? Find answers on the websites below or direct questions to the contacts listed. Masterbrand Site Medtronic employees can find this slide deck, usage guidelines, and templates on the Masterbrand website under the Transition tab. Identity Manager Covidien employees can find this slide deck, usage guidelines, and templates on the Identity Manager website. Contact Global Brand Marketing team Contact Corporate Marketing Team 19 Medtronic Confidential

20 Convention Strategy for New Medtronic Brand and Covidien Integration Strategies

21 Covidien Integration: Exhibit Presence Recommendation Recommendation: Post-close until New Exhibit system is available. One exhibit presence if possible* Utilization of Medtronic exhibit structural design system if possible* If not possible, continue usage of Covidien exhibit structures/components. See Phased approach on next page. Medtronic Convention Exhibit Contact Questions regarding convention presence can be directed to Tina Daleiden, from Medtronic Global Conventions Comprehensive Exhibit System Launch (TBD/est. Feb 2016) Utilization of New Medtronic exhibit design system by all. *Due to component availability, cost factors, commitments, etc. NOTE: While Medtronic plc is now the legal name of our common holding company, we will not need to use this full name in every instance. Guidance for conventions is to use Medtronic (without plc). 21 Medtronic Confidential

22 Convention Brand Presence Integration Strategy PHASE 1 Transition/COV Integration Now through August 31, 2015 PHASE 2 MDT Brand Launch September 1, 2015 PHASE 3 New Exhibit Structure Launch TBD/February 2016 Transition Branding Utilize transition logo lock-up at MDT/COV conventions. Branding Continue to use existing Covidien branding for Covidien events (i.e. colors, fonts, imagery). Exhibit Presence Where possible, combine exhibit spaces utilizing the Medtronic exhibit components and use Transition Design System for exhibit communications where both MDT/COV are present. Otherwise, continue to use Covidien existing exhibits. Branding Utilize new Medtronic branding in all exhibit booths. Exhibit Presence Where possible, combine exhibit spaces utilizing the Medtronic exhibit components where both MDT/COV are present. COV Exhibit Identity If you cannot combine exhibit space with Medtronic, update Covidien exhibit components with new Medtronic identity. If available, Covidien may utilize the Medtronic exhibit components at conventions. MDT Exhibit Identity The overall Medtronic logo will not change with the current MDT exhibit design system. Branding Utilize new Medtronic branding in all exhibit booths which will include the new Medtronic logo. Exhibit Presence Utilize new Medtronic exhibit structures at all conventions, with all divisions in one space. 22 Medtronic Confidential

23 PHASE 1: Convention Transitional Branding Decision Tree PHASE 1 Transition/COV Integration Now through August 31, 2015 START Will Medtronic be present at the convention with Covidien? YES Are you able to combine exhibit space at the event? NO NO YES Use existing Covidien exhibit components and branding (color palette, fonts, images) Limited use of the transitional logo lock-up (see examples on following page) Messaging: More informative on the acquisition Use existing Covidien exhibit components and branding (color palette, fonts, images) Heavier use of the transitional logo lock-up (see examples on following page) Messaging: More emphasis on expanded product portfolio/ offerings as appropriate Work with Tina Daleiden from Medtronic Global Conventions to determine next steps 23 Medtronic Confidential

24 PHASE 1: Transitional Logo Lock-Up Usage Usage of transitional logo lock-up Transitional logo lock-up and messaging on counter components, monitors and graphics. Informative acquisition messaging. Expanded product portfolio messaging as appropriate. Both Covidien and Medtronic are committed to improving the lives of patients through our medical technologies Both Covidien and Medtronic are committed to improving the lives of patients through our medical technologies 24 Medtronic Confidential

25 PHASE 1: Transitional Logo Lock-Up Hierarchy (Recommended) Transitional Logo Lock-up Hierarchy Follow Medtronic s hierarchy guidance for consistency. The preference is to use the vertical format in the lower right corner. See clear space guidelines below. All approved versions of the Medtronic and Covidien logo lock-up will be available on the CIM/DAM and the MDT Masterbrand websites. (Vertical format) (Horizontal format) Clear Space x 2x x 2x 2x 2x Recommended Branding Hierarchy 25 Medtronic Confidential

26 PHASE 1: Covidien Booth Hierarchy Exception Covidien Hierarchy Exception As an exception, the transitional logo has been approved for use at the highest level within these parameters: At an overlapping convention where Medtronic also has a separate booth Over the Covidien space only Branding Hierarchy Exception 26 Medtronic Confidential

27 PHASE 1: Other Transitional Materials Transitional Background Graphic A darkened transitional background graphic has been created for convention graphics where both Medtronic and Covidien are exhibiting at the same convention. This background graphic is available on the DAM at covidien.widencollective.com, for Medtronic contact Kristin Trudeau at kristin.p.trudeau@medtronic.com Transitional Convention Giveaways Giveaways are often shared at conventions. Anything that could potentially be used past September 1, 2015 (for example mugs, pens, mouse pads, etc.) should use either the Covidien logo or the Medtronic logo the transition logo should not be used. or Transitional Convention Programs and Websites For conventions during the transition period, use the Covidien logo for related programs and websites. The transitional logo lockup should be used within the booth. NOTE: Disposable convention materials, that won t be used beyond September 1, 2015, such as plastic bags, may use the combined transition logo. 27 Medtronic Confidential

28 Covidien Integration: Exhibit System Usage Summary PHASE 1 Transition/COV Integration Now through August 31, 2015 PHASE 2 MDT Brand Launch September 1, 2015 PHASE 3 New Exhibit Structure Launch TBD/February 2016 Utilize existing Covidien exhibit structure & branding (with transition logo lock-up according to hierarchy) Utilize existing Medtronic or Covidien exhibit structure (with new Medtronic branding*) Utilize NEW Medtronic exhibit structures (with new Medtronic branding and logo) *with the exception that the Medtronic exhibit logo will not change until the introduction of the new exhibit in February Medtronic Confidential

29 Internal & Employee Communications

30 Internal Communications Integration-Related Internal Communications (Combined transition logo) Non-Integration Related Internal Communications (Medtronic logo only) Transition PPT templates Medtronic PPT templates Transition newsletter template (With content related to the integration) Medtronic Newsletter example (With no reference to the integration/acquisition) Transition banner template Transition Word template Medtronic banner template Medtronic Word template Internal communications that include information about the integration should follow the transition brand design system. This includes site newsletters, employee communications, etc. After the close, Covidien will become Medtronic. If your internal communication is not addressing any aspect of the integration, you may use current Medtronic-branded templates, which we will make available on the CIM/DAM. 30 Medtronic Confidential

31 Transition Period Approved Signatures (US) Communicating consistently during the transition period - Day 1 to approximately August 31, 2015 will help us maintain cohesion and ensure alignment in our internal and external communications as we prepare for the launch of the refreshed Medtronic brand on approximately September 1, Additional signature guidance and a tutorial on how to install it is available on the Pulse and the DAM. For Internal Use For External Use (with transition logo) Place the standard legal statement here if it is required by your country. Place the standard legal statement here if it is required by your country. Note: Legal disclaimers may be required by your country. Modify accordingly. 31 Medtronic Confidential

32 Transition Period Approved Signatures (OUS) For signatures outside the US (OUS), the existing company name should be kept and followed by:, A Medtronic Company. This company name can appear on one or two lines. An example would be: Covidien Deutschland GmbH, A Medtronic Company Gewerbepark Neustadt an der Donau Germany Employee Name Title Department, Franchise or GBU [Covidien Legal Entity Name], A Medtronic Company Street Address City/State/Zip Country Phone #1 (indicate type for each number) Phone #2 Phone #3 address Covidien is joining Medtronic Place the standard legal statement here if it is required by your country. Note: Legal disclaimers may be required by your country. Modify accordingly. 32 Medtronic Confidential

33 Legal Entity Names for Other Documents Company names on letterhead, documents, invoices, contracts, etc. are not changing at this time. When a company name and address are required, the current company name should still be used. The company name can be followed by, A Medtronic Company. Covidien AG, A Medtronic Company, Covidien AG, A Medtronic Company, Sample Contract 33 Medtronic Confidential

34 Resources CIM (Covidien Identity Manager) Use standard Covidien login to access DAM (Digital Asset Manager) Use standard Covidien login to access Link to DAM Questions/Help Select the Covidien Joins Medtronic option under the Guidelines dropdown. The CIM contains: General Employee Guidelines Company Communicator Guidelines The DAM contains all downloadable assets. Categories > Medtronic Transition Material NOTE: if you cannot access the materials, please contact Lisa McIntosh to ensure you have proper permissions. 34 Medtronic Confidential

35 Contacts Covidien Corporate Marketing Ellen Maly, Senior Director, Brand Marketing Laura Smith, Brand Manager Kathy Licciardi, Program Manager (Packaging) Lisa McIntosh, Corporate Marketing Coordinator (CIM/DAM access) Elaine Chaison, Brand Architecture Specialist Medtronic Global Conventions Planner: Tina Daleiden Business Card Note: In order to control costs, transition business cards are available to order for customer facing employees only, i.e. sales representatives (See the Sales Business Card link on the How To Buy site). All non-customer facing employees, including new hires and those employees that have exhausted their current supply, can continue to receive standard Covidien business cards until cards that contain refreshed Medtronic branding are available. At that time, all employees will have the option of new business cards. 35 Medtronic Confidential