Quick reference guide 01 Interim branding guide 01.01 Interim branding guide for BD and CareFusion...2 01.02 CareFusion interim logo...3 01.03 Website...4 01.04 Business cards...6 01.05 Email signatures...7 01.06 PowerPoint templates...8 01.07 Building signage...9 01.08 Directional signage between booth locations... 10 01.09 Trade show signage options...11 01.10 Additional guidelines... 14
01.01 Interim branding guide Interim branding guide for BD and CareFusion (Merger Day 1 through October 2015) The process of aligning our two brands is both important and complex, and will take the rest of the BD fiscal year to complete. For the interim period, a team of BD and CareFusion associates has developed guidelines to enable the proper use of the brand. It s important for BD and CareFusion associates to plan Day 1 activities in the context of what is essential and then schedule other activities on a priority basis to achieve their strategic objectives. To signify our first step on the journey of building a new, combined company, we place a high priority on incorporating a new visual reference for CareFusion customers and associates, while we determine our long-term branding plan. This document should serve as a guide for both BD and CareFusion associates, explaining what will and will not change in terms of each company s identity during this interim period from Day 1 of the merger through October 2015. Should you have any further questions, BD associates may submit questions to BD_CareFusion_Integration@bd.com and CareFusion associates may submit questions to CareFusion.Communication@carefusion.com. 2
01.02 CareFusion interim logo The phrase CareFusion has joined BD is in the active tense, reflecting that CareFusion is an integral part of BD. This visual treatment is also consistent with our one-company strategy. Interim logo usage for Day 1: 1. CareFusion.com and all customer-facing sites/portals 2. Digital and print product advertisements 3. Promotional materials (e.g., direct mail, eblasts, campaigns, etc.) anything that will be in front of customers during this interim period 4. Trade shows 5. Lobby signage (every global CareFusion office with 10 employees or more to visually associate and communicate BD with CF associates starting Merger Day 1) 6. Microsoft Office templates 7. Business cards Below are detailed examples of where and how this change will be reflected in internal and external customer-facing scenarios. Any other areas are not affected at this time. 3
01.03 Website carefusion.com In the top left corner on all web pages, the interim CareFusion logo shown here will replace the existing CareFusion logo. This interim logo will be incorporated into all CareFusion customer-facing websites/portals (ecommerce sites, Customer Portal, ecatalogs). The banner and visual/phrase treatment of the CF logo will help raise awareness of the merger and provide an immediate visual cue that CareFusion is an integral part of BD. The homepage banner will be static through October 2015. The button will allow customers to link directly to the bd.com homepage. Engage The site will continue to provide updates on all BD and CareFusion merger activity. 4
01.03 Website (cont.) BD.com Showcase the CF merger message of "better together" as a homepage story Update the About BD section to include and identify CareFusion businesses in the appropriate Units of the BD Medical Segment Include CareFusion in the Products rollover in the main header on bd.com and link to carefusion.com BDOne Include a CF merger/ better together story 5
01.04 Business cards CareFusion Communication will be sent to CareFusion executive leadership as well as sales explaining that ONLY key identified executives and sales leadership for CareFusion should use the interim business card design shown. CareFusion interim logo will appear on the front side of the card, with both company logos and URLs on back side to introduce BD company to external CareFusion customers. Individual s name Title Capability first.last@carefusion.com 3750 Torrey View Court San Diego, CA 92130 888.876.7128 tel 858.617.2900 fax BD Front No change bd.com carefusion.com Back 6
01.05 Email signatures CareFusion Interim CareFusion logo signature to be used for all outgoing email communications from CareFusion associates. BD No change Note: Be sure to hyperlink the underlined portion to the URL: Learn more about BD. http://bd.com CareFusion has joined BD. Learn more about BD. 7
01.06 PowerPoint templates CareFusion External presentation template will reflect both BD and CareFusion logos on title slide and master slide. Internal presentation template will reflect current BD internal PowerPoint template to help CareFusion associates start making the transition immediately to being a part of BD. BD No change Title (Verdana Bold 36) Design 1 Presenter name Title in 14 pt Verdana Business or department Date, 2015 2012 3 2015 2012 CareFusion Corporation or one of its subsidiaries. All rights reserved. PowerPoint Template Subtitle color color Example of a of slide a slide with with a subhead a Set Set the the slide slide title title in title in title case case Set Set subheads in sentence in case case Generally set set subhead to 20pt to 20pt or smaller or smaller so it so will it will fit on fit a on a single single line line The The subhead color color is defined is defined for for this this template but but must must be be selected; In PowerPoint In 2007, 2007, it is it the is the third third font font color color from from the the left left 4 CONFIDENTIAL CONFIDENTIAL for internal for use internal only use only 4 2015 2012 CareFusion 2015 2012 CareFusion Corporation Corporation one of its or subsidiaries. one of its subsidiaries. All rights reserved. All rights reserved. 8
01.07 Building signage CareFusion No external facility signage will be changed during interim period. Lobby signage will be provided to all global CareFusion offices with 10 employees or more. Each office contact will receive digital artwork and in some cases produced signage to display in lobby or central associate entrances starting Merger Day 1. BD No change CareFusion lobby signage 9
01.08 Directional signage between booth locations When both BD and CareFusion are attending the same trade show in two different booth spaces For the CareFusion exhibit, please visit Booth #345 For the BD exhibit, please visit Booth #225 Wide Tall 10
01.09 Trade show signage option 1 Logos only When both BD and CareFusion are attending the same trade show OR at a CareFusion-only show to visually explain the merger with BD Wide Tall 11
01.09 Trade show signage option 2 When both BD and CareFusion are attending the same trade show OR at a CareFusion-only show to visually explain the merger with BD Innovative healthcare solutions that help improve patient safety and reduce the cost of care Innovative healthcare solutions that help improve patient safety and reduce the cost of care Wide Tall 12
01.09 Trade show signage option 3 When both BD and CareFusion are attending the same trade show OR at a CareFusion-only show to visually explain the merger with BD Medication Management Infection Prevention Patient Safety Medication Management Infection Prevention Patient Safety Wide Tall 13
01.10 Additional guidelines Advertising CareFusion: Interim CareFusion logo to replace CareFusion logo on print/digital ads running during interim period. Campaigns CareFusion: Interim CareFusion logo to be added to any campaign deliverables that will be in front of customers. Promotional materials CareFusion: Interim CareFusion logo to be added to any promotional materials (direct mail, eblasts, etc.) that will be in front of customers. Product naming CareFusion: Any new names for products being launched during interim period should follow current CareFusion master-brand naming strategy. Corporate store merchandise CareFusion: CareFusion branded items in stock OK to order and use up. No custom orders for CareFusion-only branded merchandise should take place during interim period. Technical labeling/documentation CareFusion: No change Hardware/software badging and packaging CareFusion: No change Stationery CareFusion: Interim CareFusion logo will be added to electronic stationery templates on Engage. Printed stationery in stock at RRD still OK to use up. Forms CareFusion: Interim CareFusion logo will be added to electronic form templates on Engage. Printed forms in stock still OK to use. Social media channels CareFusion: No change Sales support collateral (brochures, tip sheets, etc.) CareFusion: No change 14