EvistaEli Lilly

FabrazymeGenzyme Corporation

Fabrazyme is a registered trademark of Genzyme Corporation©2009 Genzyme CorporationFabr/00/P094/0-12/08

The Fabrazyme Brand Book does not contain promotional material and is not for external distribution. If you use any of the materials or information supplied in this document for development of external materials, you will need to review the content for compliance with local regulations and code-of-conduct prior to distribution in your country or region.

Fabrazyme Brand BookGuidelines & Agency Instructions

1.0 Introduction 10

1.1 Review of Research 14

1.2 How to Use this Brand Book 15

1.3 Basic Defi nitions 16

2.0 Fabrazyme Strategy 18

2.1 Brief History of Fabrazyme 20

2.2 The Future of Fabrazyme 22

2.3 The Strategic Map 24

2.4 The Brand Platform 32

2.5 Creative Brief 37

2.6 Messaging 41

2.7 Branding from a Medical Perspective 43

3.0 Concept 46

3.1 Introduction 47

3.2 Background 48

3.3 Rationale 49

3.4 Critical Elements 50

4.0 Branding Elements 52

4.1 Introductions 54

4.2 Brand Signature 57

5.0 Visual Vocabulary 72

5.1 Color Palette 73

5.2 Typography 75

5.3 Visual Voice 77

5.4 Photography 79

5.5 Scientifi c and Product Imagery 83

5.6 Information Graphics 84

6.0 Professional Communication 88

6.1 Advertising for Professionals 90

6.2 Sales aid for Professionals 96

6.3 Convention Panels for Professionals 100

6.4 Monograph for Professionals 103

6.5 PowerPoint 107

6.6 Other Examples 111

7.0 Fabry Patient Support Materials 122

Coming Soon!

8.0 Appendix 124

8.1 Appendix A: Review of Research 125

8.2 Appendix B: Leadership Branding 127

8.3 Appendix C: Experiental Branding 127

8.4 Appendix D: Messaging 128

8.5 Appendix E: Abbreviated SmPC 134

8.6 Appendix F: Photo Release Form 135

Table of Contents

PGH UnitGenzyme Europe

PERSONALIZED GENETIC HEALTHbackground & guidelines

table of contents

1 1.1 From LSD to PGH: The Evolution

1.2 Our Mission and Vision

PERSONALIZED GENETIC HEALTH BUSINESS UNIT BACKGROUND

2 2.1 Strategy

2.2 Design Brief

2.3 Messaging

PGH COMMUNICATIONS

3 3.1 Using the PGH name

3.2 PGH Graphic

3.3 Letterhead template

3.4 PowerPoint template

3.5 Agenda and Internal/External Memo templates

3.6 Business Cards

GRAPHIC IDENTITY

TEMPLATES

4 4.1 PGH Tools to Guide Communications

4.2 Relationship Wheel

4.3 Brand Ladder

4.4 Communications Approach

APPENDIX

FOR INTERNAL GENZYME USE ONLY.

Philips Medical Systems

Philips Medical SystemsGlobal Advertising Campaign

SepraFilmGenzyme Corporation

Seprafilm® GlOBal BraND GUiDeGuidelines & agency instructions

The Seprafilm® Global Brand Guide does not contain promotional material and is not for external distribution. If you use any of the materials or information supplied in this document for development of external materials, you will need to review the content for compliance with local regulations and code-of-conduct prior to distribution in your country or region.

Seprafilm and Genzyme are registered trademarks of Genzyme Corporation.

© 09/2009 Genzyme Corporation

Seprafilm Global Brand Guidelines

1.0 Introduction

1.1 About the Seprafilm Global Brand Guide

2.0 Seprafilm brand strategy

2.1 A brief history of the Sepra family of products

2.2 Seprafilm clinical and market overview

2.3 The strategic map & targets 3.0 Seprafilm brand platform

3.1 The brand ladder

3.2 Description of components

3.3 The brand position & the brand personality 4.0 Seprafilm branding elements

4.1 Brand logo

4.7 Genzyme Biosurgery logo

4.8 Color palette

4.10 Typography

4.12 Photography (product images)

4.13 Information graphics

4.14 Scientific images 5.0 Seprafilm global brand concept

5.1 “What If” concept and language

5.2 Key visual elements of “What If” concept

5.3 Concept Photography (vertical and horizontal examples)

6.0 Seprafilm professional communications

6.1 Seprafilm professional communications

6.2 Sales brochure for General Surgeons

6.4 Sales brochure for OBGYNs

6.6 Sales brochure for Gynaecologic Oncologists

6.7 Print advertisement for General Surgeons

6.9 Print advertisement for OBGYNs

6.10 Print advertisement for Gynaecologic Oncologists

6.11 Congress panel for General Surgeons

6.12 Congress panel for Gynaecologic Oncologists

6.13 Congress panel for OBGYNs

Table of contents

iNTrODUCTiONSection One

6.14 Additional execution examples

6.14.1 PowerPoint presentation templates (Genzyme, Seprafilm)

6.14.5 Letterhead template (A4)

6.14.6 Direct Mail

6.14.7 Poster

6.14.8. CD with Sleeve

6.14.9 Post-It Notes & Surgical Cap

6.14.10 Promotional Items (bag, t-shirt, pen, umbrella) 7.0 Appendix

7.1 Seprafilm CE Instructions for Use

7.2 Reference list

7.4 Photography release form

Seprafilm Global Brand Guidelines

Table of contents

HumatropeEli Lilly