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examining our brand identity branding guidelines and graphic standards
examining our brand identitybranding guidelines and graphic standards
understanding the Welch Allyn brand
2
3
Peter H. Soderberg, President and Chief Executive Officer
Contents
4 Brand potential
8 Company values
9 Expressing the brand
28 Putting the pieces together
If you’re reading this, it’s because you are one of
the few being trusted with the care and feeding
of arguably the most valuable thing we possess—
the Welch Allyn brand. Ours is a brand that
has been nurtured for nearly a century by your
predecessors and colleagues who helped establish a
reputation for quality and a legacy of relationships
that are unsurpassed in our industry.
As we work to express the brand in new market
segments and new geographies around the world, we
need to draw on the strengths of the past while being
mindful of the opportunities of the future. In doing
so, we will continue to build our business consistent
with the values of a family-owned company and in
harmony with our corporate vision for the future.
Caregivers in frontline settings worldwide will look
to the people of Welch Allyn first for solutions to
their patient care problems.
the Welch Allyn vision
brand potential
What does the Nike swoosh mean to you? The Mercedes star? McDonalds’
golden arches? When you see these brands, you know instantly what they’re
about—performance, luxury, and convenience, respectively. And users of
these brands recognize something—they identify with the principles that the
brands stand for, which fosters brand loyalty.
Brand management is good business. By developing a more complete
picture of what the Welch Allyn brand stands for and communicating
it clearly and consistently, we will enhance the value of our company.
4
a strong brandcommands higher prices
increases market share
generates customer loyalty
delivers new opportunities
draws attention to industry leadership
saves time, money, and energy
is a corporate asset
Today, the world’s most successful companies identify and
manage every point of interaction the customer has with the
brand—every experience. More than just the logo or an
advertisement, the brand extends to the products themselves,
building signage, trade show booths—even phone greetings.
In other words, everything we say and do is an inseparable
part of the Welch Allyn brand.
Powerful brands are built on consistency. The more times our
customers come into contact with the Welch Allyn brand and
have the same feeling and emotional take-away, the more likely
they are to remember our messages. When everything works
together, we present a clear picture of who we are. And that
builds not only a sense of community, but builds our brand as well.
5
COMPANY BRAND VALUE (USD)
Coca-Cola $70.45 billion
Microsoft $65.17 billion
IBM $51.77 billion
Intel $31.11 billion
Nokia $29.44 billion
Notes: Based on a 2003 valuation by Interbrand®. Global corporations with extensive brand portfolios, such as Johnson & Johnson,
were ranked separately. Several business-to-business brands, such as Cisco Systems, SAP, and Goldman Sachs, rank in the Top 50.
The World’s Most Valuable Brands
A well-managed brand is, quite literally, a business asset. Building our
brand equity allows us to command premium pricing and contributes to
improved economies of scale. More broadly, it creates a profitable cycle in
which customers actively seek to purchase Welch Allyn branded products,
which in turn leads to increased market share and brand loyalty.
While brand valuation methodologies vary, they parallel the principles
used to measure tangible assets. Brand valuation is factored into such
business decisions as determining the terms of an acquisition, a license,
or efforts to secure financing.
These figures are based on the value of the brand alone. No patents,
no people, no plants, no products—just the ability to use the brand
on products and services. Amazing.
brand value
6
different people, different cultures, one voice
As colleagues who live and work on every continent, we may speak
different languages, but we’re saying the same thing. Bound by a
common mission and shared values, we at Welch Allyn are working to
support our local medical communities—helping doctors, nurses and
other professionals deliver the best possible healthcare more efficiently
than ever before.
Although the ways in which we interact with our customers—and the
settings in which they provide care—may differ from country to country
and region to region, we’re building from a common foundation of core
values that continue to drive our business.
7
customer focus
integrity & respect for others
innovation & change
accountability
superior, profitable growth
Our customers’ needs drive everything we do—inspiring every product and
service we develop, and shaping every interaction we have with others.
Ethical behavior matters, and is rooted in a heritage that values and respects
the individual while fostering a spirit of teamwork and collaboration.
We recognize that change enables progress—so, as a company, we have an
open mind, an inventive spirit and a passion for continuous improvement.
Every commitment is a promise—that’s why we take each one seriously and honor
obligations to our customers, our colleagues, our communities and ourselves.
By consistently executing our business strategies, pursuing our company vision,
and living our core values, we will achieve sustainable growth and build a
solid future.
These values fuel our company vision, which articulates our purpose and relates
directly to our revitalized brand.
8
company values
expressing the brand
9
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Welch Allyn is the only company that focuses its efforts entirely on helping
frontline practitioners work more effectively, efficiently and empathically
with their patients at the point of care.
We apply innovation in ways that help caregivers:
deliver more advanced and comprehensive care
optimize their time and skill
enhance their relationship with patients
focused innovation
The spark at the center of the Welch Allyn brand is our brand essence,
which is Focused Innovation. Focused Innovation is a way of uniquely
characterizing Welch Allyn and the work we do. Rather than pursuing
innovation for innovation’s sake, our efforts are concentrated and efficient,
directed specifically at improving performance in a discrete segment of the
healthcare market—the frontlines of care. Based on extensive global research
and reflection, we are expressing this in a brand positioning that states:
brand tagline
The tagline we choose to be the anchor of our communications is an
extremely important expression of our brand. It should sum up and put
an exclamation point on all of our communications to customers, channel
partners and employees alike. It should be succinct enough to express an
attitude and point of view that are at once aspirational and yet grounded in
the reality of what we can deliver today. It should be flexible enough to be
applied in a meaningful way across the broad spectrum of our businesses.
Our tagline—like any tagline—does not exist in a vacuum. It will always
be used as part of a comprehensive communications effort. And it will
reinforce the key messaging concepts being communicated through a
thoughtful, integrated program that consistently reinforces these messages
at every point of customer contact.
Advancing Frontline Care
11
12
brand voiceOur voice (or tone of voice) is the written or spoken expression of our brand identity. The
brand voice is not so much what we say (the content), but how we say it—its manner and tone.
We recently examined our competitors to get a sense of the voice each employs, and what
we found was encouraging: they all say virtually the same thing in the same way. That, of
course, presents an opportunity: we can further distinguish ourselves by using a character-
istic tone of voice, one that can become associated with the Welch Allyn brand.
As much as we like to emphasize innovation and technology, practical business decisions
and prudent operational practices, we need to keep in mind that people choose particular
brands because of the emotional connection they make. Our voice, then, is charged with
energy. It conveys an understanding of our customers’ commitment and passion—traits
we comprehend because we’re committed and passionate ourselves.
Our voice is clear: no ambiguity, no distractions. Clarity in and of itself illustrates efficiency
and shows respect—because who has time to wade through dense copy?
Using a collaborative voice means treating our audience as equals. We aren’t telling them what
Welch Allyn can do for them as much as we are involving them in the process of understand-
ing how we can best work together.
A compassionate tone communicates the notion of shared experience, which in turn helps to
create a community comprised of Welch Allyn, the doctors and medical professionals we
serve, as well as their patients. Word choice is an important part of developing a compassion-
ate tone, so use words, phrases, and idioms that emphasize understanding and connection.
By familiar, we mean that we understand both the nuances of industry and the day-to-day
realities of our customers in frontline medical settings. Having served this market for nearly
one hundred years, we’ve gained credibility; continuing to dedicate ourselves to leadership in
meeting their needs keeps us current and vital. Take care not to let the familiarity in our tone
edge into the realm of presumptuousness: the former demonstrates a subdued confidence
gained through experience, while the latter is just plain arrogant.
Finally, our tone is eloquent in its grace and brevity.
clear
collaborative
compassionate
familiar
eloquent
When developing communications pieces and delivering presentations to support products and services that carry the Welch Allyn brand, weconsistently use a brand voice—a way of writing and speaking—that is:
13
photographymood
The mood created by photography is that of cap-turing an intimate moment between caregiverand patient. The image should appear soft,friendly, and with a great deal of sensitivity.
colorA simple clear, soft blue and green color palette relates the images to our brand. Theimages instantly associate themselves with the Welch Allyn brand.
compositionShots should be elegantly simple; reduced tominimal elements. Spare, clean shot design usinginteresting angles and cropping will become easily recognizable as a Welch Allyn image.
selective focusUse of a very short depth of field and selectivefocus draws the viewer to the point of care.
lightingLighting should be soft and natural.
props and wardrobeWhen selecting props, wardrobe, background or setting, strict attention should be paid to theadherence to the Welch Allyn secondary colorpalette. Every effort should be made to keep all objects and materials selected for the shotwithin this color family.
product photographyAll products should be photographed in the most attractive angles possible to show off the products’ key features. Products should befocused with all of the pieces or componentsthat you will need to operate the product so that readers can quickly ascertain what comeswith the product and how it works. Backgroundsshould be white so that they can easily be sil-houetted out during retouching. The Welch Allynlogo should also be clearly visible, if possible.
Approved photography for products and applicationsis available at www.welchallynimages.com.14
15
wordmark
The Welch Allyn corporate wordmark is the cornerstone of the Welch Allyn
identity. This single wordmark represents our company at all levels. Consistent
use of our name will result in increased recognition in the marketplace.
worldwide signatureThis single wordmark represents our company at all levels; it is essential that we preserve andprotect it. These guidelines establish a legalstandard for use; alterations of letter forms, proportions or weights are not allowed.
communicative nameAlthough not the legal name, “Welch Allyn” isour communicative name. It should be used inspeech, correspondence, body copy and printedmaterial to refer to the worldwide company orany of its business units or affiliates. The nameof our corporation is spelled as two words withinitial capital letters, Welch Allyn.
The company should always be referred to intext by the full name “Welch Allyn.” Never shorten the name, e.g., “WA.”
reproduction artReproduce the Welch Allyn wordmark only fromauthorized printed or electronic reproduction art.
The letter forms used in the wordmark are customgenerated; they cannot be redrawn or recreatedby conventional typesetting methods.
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legal registration
The name Welch Allyn can be used as a “tradename” to refer to the company
(Welch Allyn, Inc.) or the group of Welch Allyn-affiliated companies. It also can
be used as a “trademark” linked to a product description (e.g., Welch Allyn
Halogen Ophthalmoscope).
When using Welch Allyn as a tradename on items such at stationery, business
cards, invoices, labels, manuals and sales brochures, do not include registration
information (®).
The name Welch Allyn, when used as a trademark, is a registered trademark of
the company in the United States and around the world. In these cases, use the
®-symbol on the Welch Allyn wordmark every time it appears in all printed
materials. When the wordmark is used prominently (e.g., trade show signage),
the ®-symbol may be left off for aesthetic reasons as long as the registration
information appears elsewhere in the document, or in the case of a product,
appears on the product label or packaging.
If there are questions concerning the correct use of the company’s trademarks,
contact the Welch Allyn Legal Department.
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use over dark backgroundOver a black or a dark background (over60% gray scale in value), use logo in white.
use over light backgroundOver a white or light background (under 20%gray scale in value), use logo in full color.
The Welch Allyn corporate wordmark’s graphic impact results from its
simplicity of color. The wordmark should be used in Pantone® 355 Green
and Pantone® 281 Blue whenever possible.
wordmark color
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cmyk: 100, 0, 91, 6
rgb: 0, 152, 101
spot color: Pantone® 355
web: 009933
cmyk: 100, 72, 0, 38
rgb: 29, 47, 104
spot color: Pantone® 281
web: 0033cc
19
Color is a powerful tool. When used properly, a simple,
clear color palette differentiates the Welch Allyn
brand. Welch Allyn wordmark blue (Pantone 281)
and green (Pantone 355) are to be used in the word-
mark only. More subtle blues and greens are the
dominant colors of our brand, with more emphasis
given to the blue hues over the greens. Our secondary
colors were chosen to complement the Welch Allyn
wordmark blue and green and to work harmoniously
with one another.
Pantone 549cmyk: 52, 6, 0, 25
rgb: 99, 153, 171
Pantone 550cmyk: 38, 4, 0, 19
rgb: 140, 176, 191
Pantone 551cmyk: 27, 3, 0, 13
rgb: 166, 194, 204
Pantone 552cmyk: 15, 0, 0, 9
rgb: 191, 209, 214
Pantone 5503cmyk: 29, 0, 10, 14
rgb: 168, 196, 196
Pantone 5513cmyk: 18, 0, 7, 5
rgb: 196, 214, 209
Pantone 622cmyk: 24, 0, 19, 4
rgb: 196, 209, 196
NOTE: Color swatches shown are printed in cmyk process. RGB values should be used for web applications and should be “web safe” (over 256-color bit settings).
secondary color
Pantone 621cmyk: 13, 0, 10, 2
rgb: 217, 224, 212
W height W height
W height
W height
W height
separate the wordmark
For clarity and impact, keep a clear space around the Welch Allyn wordmark.
Placing it too close to type or graphic elements interferes with its recognizability
and diminishes its protectability.
Tagline set in Univers 57 CondensedRegular in a point size equal to 1/2 the size of the W height. The tagline,which should be used as a sign off on all communications materials, must appear in Welch Allyn blue.
W height
W height
W height
W height
1/2 W height
W height
W height
Advancing Frontline Care™
tagline
20
minimum sizeReproduce the Welch Allyn wordmark in offset lithography no smaller than the specified minimum size for optimum reproduction.
no confining shapeThe Welch Allyn wordmark should be usedwithout the appearance of being enclosedin a shape. Apply the signature to an arealarge enough to be perceived as a generalbackground, rather than a confining shape.
1”
questionsFor questions regarding the application of these standards or for additional reproduction art, please contact us at:
Welch Allyn, Inc.4341 State Street Road PO Box 220Skaneateles Falls, NY 13153-0220 USA800.535.6663 ext. 3696
download filesAuthorized reproduction art is available fordownloading on the Welch Allyn corporate website. These files may be accessed at:www.welchallynimages.com
reproduction art
21
The Welch Allyn wordmark should only be reproduced from authorized
reproduction art.
incorrect usage
Do not change the arrangement of words
Do not alter the size relationship between components
Do not create a box or border
Do not render wordmark in all blue
Do not render wordmark in all green
Do not change the order of colors
Do not alter the color
Do not place over opposing backgrounds
Do not render any of the components in outline
Do not render the wordmark as a repeat pattern
Do not render at an angle
Do not add graphic elements
Do not screen wordmark
Do not set the words in typefaces22
use over light image areaOver a white or a light portion of an image (under 20% gray scale in value), use logo in full color.
wordmark over images
Special care is necessary when the Welch Allyn wordmark is used over
photographs or backgrounds with varying tones. The wordmark should
stand out clearly on all backgrounds.
use over dark image areaOver a black or a dark portion of animage (over 60% gray scale in value),use logo in white.
use in black and whiteIn black and white applications, the logo must always be used as 100% black—never gray, black/gray or two-tone.
Advancing Frontline CareTM
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typography
WT
Typography helps to establish a distinctive look for Welch Allyn. Univers
Condensed Light, Regular and Bold have been selected as the sans serif
font family for use in headlines, callouts, captions and bullet points. Sabon
is the selected serif font for use in highly informational and lengthy text.
24
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Univers 47 Condensed LightClean and professional with timeless modernity,Univers Condensed Light is used in body copy,callouts and bullets.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Univers 47 Condensed Light ObliqueUnivers Condensed Light Oblique is used in conjunction with Univers Condensed Light tocall attention to specific words in text.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzUnivers 57 Condensed Regular
Univers Condensed Regular is used to addemphasis to headlines and subheads.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzUnivers 67 Condensed Bold
Univers Condensed Bold is used sparingly to give added emphasis to subheads.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
SabonSabon is a formal, serious font for use in highly informational body copy.
25
Univers 47 Condensed LightClean and professional with timeless modernity,Univers Condensed Light is used in body copy,callouts and bullets.
Univers 47 Condensed Light ObliqueUnivers Condensed Light Oblique is used in conjunction with Univers Condensed Light tocall attention to specific words in text.
Univers 57 Condensed RegularUnivers Condensed Regular is used to addemphasis to headlines and subheads. It canalso be used online for graphic elements only.
Univers 67 Condensed BoldUnivers Condensed Bold is used sparingly to give added emphasis to subheads.
SabonSabon is a formal, serious font for use in highly informational body copy. It is not recommended for online use unless in agraphic format. The nearest typeface for online use to Sabon is Times Roman.
ArialWhen HTML generated text is required, theArial type family should be used. These fontsshould never be used over 18 pixels or under10 pixels in height. Legal text may go as low as 9 pixels and no larger then 12.
typography palettes
Our fonts can be used in different combinations to tailor each message
to its audience. The following examples are provided to help you select
a type option for your application.
For example:
Disposable One-Piece Blood Pressure Cuffs
A level of quality only Welch Allyn can offer.
For nearly a century, Welch Allyn has made blood pressure instruments
with unmatched quality. So, when we began manufacturing One-Piece
Blood Pressure Cuffs, we adhered to the same standards the healthcare
community has come to expect.
• Validated for use on multiple monitors
• Meet latest AHA and AAMI sizing guidelines for accurate readings
• Designed to last longer than other leading brands
• Patented flat-port tubing eliminates leakers
• Hook-and-loop stands up cycle after cycle
Palette OneHEADLINE:Univers 57 Condensed size/leading: 23/27 kerning: -3align: left
SUBHEAD:Univers 57 Condensed size/leading: 13/16 kerning: -2 align: left
BODY COPY:Sabonsize/leading: 11/19 kerning: -1leading after paragraph: 12 pt.align: left
BULLETS:Universe 47 Condensed Lightsize/leading: 10/13kerning: 0leading after line break: 3 pt.align: leftindent: .2”
26
•NEO 1 (3.3-5.6 CM)•NEO 2 (4.2-7.1 CM)•NEO 3 (5.4-9.1 CM)•NEO 4 (6.9-11.7 CM)•NEO 5 (8.9-15.0 CM)•MULTI-PACK
5082-101-15082-102-15082-103-15082-104-15082-105-15082-241-9
5082-101-25082-102-25082-103-25082-104-25082-105-25082-241-10
one-tube(10 pack)
two-tube(10 pack)
neonatal soft disposable cuffs
address formats
Address copy must always appear in the Univers family of typefaces. The type
weights are specified for location names and addresses on all communications.
Address signoffUnivers 47 Condensed Lightsize/leading: 9/10 kerning: 0align: right
Align top line of address withthe bottom of the “h” in thewordmark and position one Wheight away from wordmark.
Advancing Frontline Care™4341 State Street Road, PO Box 220, Skaneateles Falls, NY 13153-0220 USA
800.535.6663 www.welchallyn.com
W height
Palette Two chartsCHART HEAD:Univers 57 Condensed size: 13 kerning: -2align: left
COLUMN SUBHEAD:Univers 57 Condensed size/leading: 9/9 kerning: 0align: left
COLUMN COPY:Univers 47 Condensed Light size/leading: 9/12 kerning: 0align: left
27
28
The elements of our brand identity—wordmark, tagline, typography, colors,
photo style and copy voice—when used consistently, present a unified view of
the Welch Allyn brand without necessitating a strict layout grid. By allowing
for flexibility in the application of these brand elements, we allow the brand
to evolve, and let individual communications pieces take on the characteristics
most suitable to their intended use and audience.
The examples on these pages show just a few ways these elements can blend
together and be appropriately used for communications across channels and borders.
US Franchise Catalogs
United Kingdom Catalogs
Asia/Australia Catalogs
putting the pieces together
29
United States Acute Care Advertising
French Medical School Poster
Defibrillator BrochureDirect Mail Dealer Sales
Promotions
European Blood PressureLiterature
French Emergency Services Mailer
Welch Allyn registered product names and trademarks
30
The company maintains many trademarked brand names in addition
to the Welch Allyn brand. The ® or ™ symbol should be used on
the signature and in the first mention in body copy on an individual
piece. If a portion of the printed piece can easily be removed from the
original piece, it must also carry the appropriate ® or ™ symbol
on the signature and in the body copy.
In copy, Welch Allyn trademarks should appear as adjectives followed
by the generic name of the product after the Welch Allyn brand. For
example, the Welch Allyn PanOptic™ Ophthalmoscope. Welch Allyn
trademarks should not be used as verbs or in the plural or possessive form.
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Acuity® Central Monitoring Station
Acuity® LT
Advancing Frontline Care™
AED 10™
AED 20™
AM 232™ Manual Audiometer
Atlas™ Monitor
AudioScope® 3 Screening
Audiometer/Otoscope
AudioSpec®
AutoStep® Coaxial Ophthalmoscope
Axial PointSource™ Optics
CardioPerfect™ Workstation
CompacSet™
CompacVideo™ Otoscope
CP 10™ Multichannel
Electrocardiograph
CP 20™ Multichannel Electrocardiograph
DuraShock™ Sphygmomanometer
Elite® Stethoscope
EpiScope® Skin Surface Microscope
Exam Light III™ Fiber Optic Light
FDT™
The Flexible Monitoring Company®
FlexNet®
Frontline Flexible Monitoring™
Halogen HPX™
Harvey™ DLX Stethoscope
Harvey™ Elite® Stethoscope
KleenScoop™
KleenSpec® Disposable
Otoscope Specula
KleenSpec® Disposable
Vaginal Specula
LS-135™
LS-200™
LumiView™
MacroView™
Micropaq®
MicroTymp® 2 Portable
Tympanometric Instrument
Mobile Acuity LT™
Networked Acuity™
OptiSense™
PanOptic™ Ophthalmoscope
PIC 30™ Monitor/Defibrillator
PIC 40™
PIC 50™
PocketScope™
Proforma™
Propaq®
Shown here is a partial list of trademarks that Welch Allyn has registered with the US Patent and Trademark Office. In addition to these registered trademarks designated with the ® symbol are a number of common law trademarks designated by the TM symbol that Welch Allyn has cleared but not yet registered with the US Patent and Trademark Office.
Propaq® CS
Propaq Encore®
RL-150™ Rhinolaryngoscope
SensorTech™ Technology
Smartcuf®
SmartView®
SofSpec® Reusable Diagnostic
Otoscope Specula
Solarc®
Spot Vital Signs®
StrabismoScope™
Unidirectional Occluder
Superpac®
SureSight® Autorefractor
SureSight® Vision Screener
SureTemp®, SureTemp® Plus
Electronic Thermometry
TM 262™ AutoTymp®
Tycos®
Other products:
Braun ThermoScan® Pro3000
Ear Thermometer (® should be
base aligned when possible)
stationery
The layout, positioning and alignment of all elements, including the typed or
word-processed information, that appear on all stationery items have been carefully
designed to convey and reinforce the professionalism of the Welch Allyn identity.
All stationery items are designed to function together as a cohesive system.
The letterhead is one of the most visible items used to communicate to our customers
and other audiences. Therefore, the consistent application of all visual elements will
help establish a positive impression of Welch Allyn. Note the recommended margins
and alignment of typed or word-processed information have been specified on the
letterhead examples on the following pages. Overprinted information should appear
in Times New Roman font.
address block typography
The correct use of the typesetting specifications will assure a consistent and distinctive
“Welch Allyn” appearance from one piece to another. The typography used in the
address block is Univers 47 Condensed Light and Univers 67 Condensed Bold. Set
address block type in 9 point on 10.5 point line leading, flush left, caps and lowercase,
Univers 47 Condensed Light. Personal or departmental slogans or graphics are not
allowed on Welch Allyn stationery items. The first line of the address block must
always contain the full legal name of the company or subsidiary, set in Univers 67
Condensed Bold. Division names, if required, will appear as the second line of
information, set in Univers 47 Condensed Light. The use of group names in the
address block is not allowed.
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letterheaddomestic: 8-1/2” x 11” international: 210 mm x 297 mm
wordmark1-1/2” or 38 mm width
legal name9/10.5 pt. Univers 67 CondensedBold, caps and lowercase, flush left, ragged right
address block9/10.5 pt. Univers 47 CondensedLight, caps and lowercase, flush left, ragged right
stockStrathmore Writing Recycled, 24 lb. Bright White
colorWelch Allyn Wordmark Greenand Blue
1-7/16” / 38 mm
5/16” / 8 mm
1 5/16” / 33 mm
Welch Allyn4341 State Street RoadP.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.Telephone: 315.685.3361Fax: 315.685.0054
Align
Welch Allyn4341 State Street RoadP.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.Telephone: 315.685.3361Fax: 315.685.0054
33
Welch Allyn4341 State Street RoadP.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.
Welch Allyn4341 State Street RoadP.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.
To Be Opened by Addressee Only
Welch Allyn4341 State Street RoadP.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.
wordmark1-1/2” or 38 mm width
legal name9/10.5 pt. Univers 67 CondensedBold, caps and lowercase,
flush left, ragged right
address block9/10.5 pt. Univers 47 CondensedLight, caps and lowercase, flush left, ragged right
stockStrathmore Writing Recycled, 24 lb. Bright White, wovefinish or comparable
colorWelch Allyn Wordmark Greenand Blue
1/4”
1-1/4”
1-3/8”
1/4”
1-7/16”
1-5/8”
1-3/8”
7 mm
32 mm
38 mm
envelopesdomestic: 9.5” x 4.5”international: 220 mm x 110 mm
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Welch Allyn4341 State Street RoadP.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.
First Class Mail
envelopesoversized: 6” x 9” or larger
wordmark1-7/8” or 48 mm
legal name10/11.5 pt. Univers 67 CondensedBold, caps and lowercase, flush left, ragged right
address block10/11.5 pt. Univers 47 CondensedLight, caps and lowercase, flush left, ragged right
“First Class Mail” typography 14/16 pt. Univers 67 CondensedBold, caps and lowercase, flush left, ragged right
colorWelch Allyn Wordmark Green and Blue
5/16” / 8 mm
1-5/16” / 33 mm
2-1/4” / 57 mm
1-1/2” / 38 mm
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Welch Allyn4341 State Street Road, P.O. Box 220Skaneateles Falls, NY 13153-0220 U.S.A.Telephone: 315.685.3361Fax: 315.685.0054Email: [email protected]: www.welchallyn.com
Dana SmithNortheast Sales Manager
business carddomestic: 3.5” x 2”
wordmark1-1/2”
personalization10 pt. Sabon Bold, Caps and lowercase, flush left, ragged right
company name8/8 pt. Sabon Bold, Caps and lowercase, flush left, ragged right
address block7/8 pt. Sabon, Caps and lowercase, flush left, ragged right
stockStrathmore Writing Recycled,80 lb. cover, Bright White, wovefinish or comparable
colorWelch Allyn Wordmark Greenand Blue
card back address block(optional)
7/8 pt. Sabon Bold/Sabon, Caps and lowercase, flush left, ragged right
Residential Contact:8405 Hickory LaneGaitherburg, MD 20579Telephone: 704.667.8940
1-1/8”
3/16”
1-5/16”
3/8”
1-1/8”
3/16”
Welch Allyn France814 Rue Charles de GaulleMareuil Les Meaux, France 771000 1 6009 3366Fax: 0 1 6009 6797Email: [email protected]: www.welchallyn.com
Pierre LeBlancNortheast Sales Manager
28 mm
7 mm
35 mm
12 mm
International 90 mm x 55 mm
Note: For Welch Allyn employees whowork out of their homes, residentialcontact information may be added to the back of the card.
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international address listingLOCATION:
Univers 67 Condensed Boldsize/leading: 9/10 kerning: 5align: right, set in all caps
ADDRESS:
Univers 47 Condensed Lightsize/leading: 9/10 kerning: 0align: right, set upper- and lowercase
WELCH ALLYN4341 State Street Road, PO Box 220, Skaneateles Falls, NY 13153-0220 USA
800.535.6663 (in USA) 315.685.3361 fax 315.685.0054
WELCH ALLYN7420 Carroll Road, San Diego, CA 92121-2334 USA
800.535.6663 (in USA) 858.621.6600 fax 858.621.6610
WELCH ALLYN8500 SW Creekside Place, Beaverton, OR 97008-7107 USA
800.289.2500 (in USA) 503.530.7500 fax 503.526.4919
WELCH ALLYN1000 Asbury Drive, Buffalo Grove, IL 60089 USA
800.462.0777 (in USA) fax 847.520.0303
WELCH ALLYN CANADA LTD.160 Matheson Blvd. East, Unit #2, Mississauga, Ontario L4Z 1V4 Canada
800.561.8797 (in Canada and USA) or 905.890.0004 fax 905.890.0008
EUROPEAN CUSTOMER SERVICENavan Business Park, Dublin Road, Navan, County Meath Ireland
+353 46 906 7790 fax +353 46 906 7754UK Telephone: 0 207 365 6780 UK Fax: 0 207 365 9694
WELCH ALLYN U.K.Cublington Road, Aston Abbotts, Buckinghamshire HP22 4ND England
0 207 365 6780 fax 0 207 365 9694
WELCH ALLYN ITALIA SRLVia Napo Torriani, 29 20124 Milan Italy
0 02 6699 291 fax 0 02 6671 3599
WELCH ALLYN GERMANYPostfach 31, Zollerstrasse 2-4, 72417 Jungingen Germany
0 7477 92710 fax 0 7477 927190
WELCH ALLYN FRANCE814 Rue Charles de Gaulle, 77100 Mareuil Les Meaux France
0 1 6009 3366 fax 0 1 6009 6797
WELCH ALLYN IBERIA Leopoldo Alas Clarin 8, Local 7, 28035 Madrid Spain
0 91 386 3047 fax 0 91 386 1029
WELCH ALLYN AUSTRALIA PTY. LTD.Unit 5, 38-46 South Street, Rydalmere NSW 2116 Australia
02 9638 3000 fax 02 9638 3500
WELCH ALLYN CHINAUnit 1011 Central Plaza, No. 227 HuangPi North Rd., Shanghai China 200003
21 6327 9631 fax 21 6327-9632
WELCH ALLYN JAPAN K.K.6F Kinseisha Bldg., 3-15 Kanda-nishikicho, Chiyoda-ku Tokyo 101-0054 Japan
3 3219-0071 fax 3 3219-0074
WELCH ALLYN SINGAPORE10 Hoe Chiang Road, #19-03/04, Keppel Towers Singapore 089315
6419 8100 fax 6291 5780
WELCH ALLYN PTY. LTD, S. AFRICA394 Surrey Ave., Ferndale, Randburg 2194 South Africa
0 11 777 7509 fax 0 11 777 7501
Welch Allyn Facilities supportedby European Customer Service
at Welch Allyn Ltd.,-SSC. (Ireland,France, Germany, Italy, Iberia, UK) 37
dimensional adaptations
Three-dimensional objects require special care to ensure that the brand retains
its integrity and communicates the same consistent company image.
colorsColors should match Welch Allyn blue (Pantone 281) and green (Pantone 355).
signage backgroundsSigns need to project a quality image from agreat distance. The size, color and locationsof signs need to be determined by sight lines,viewing distance, zoning codes, traffic patterns,and lease agreements.
Recommended backgrounds for the Welch Allynwordmark are white, Pantone 552 and silver.
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4341 State Street Road, P.O. Box 220, Skaneateles Falls, NY 13153-0220 USA(P) 800.535.6663 (F) 315.685.0054 www.welchallyn.com
©2004 Welch Allyn Printed in USA SM2673 Rev BNellcor® is a registered trademark of Nellcor Puritan Bennett Inc. ThermoScan® is a registered trademark of Braun GmbH.
