TEVA brandbook

Corporate Language Guidelines 2010
version 02

1

We, at Corporate Communications, Within these pages, you will find
wish to express our gratitude to the basic guidelines for Teva's
more than 60 CorCom Network new Corporate Language.
Here we go... members, for their creativity and We have designed it to be easy for
cooperation in giving birth to these implementation, yet flexible enough
Corporate Language Guidelines. to allow individual creativity.

2

Teva Corporate Language Guidelines

Culture & Language ....................................... type over color ................................................................ 54 folders ............................................................................... 110
our images ........................................................................ 56 brochures ......................................................................... 114
our way ...............................................................................6 using images .................................................................... 58 posters .............................................................................. 116
our values ......................................................................... 8 grid basics ......................................................................... 60
our messages ................................................................... 10 our grid ............................................................................. 62 Online ..........................................................
our vision .......................................................................... 12 extensions ......................................................................... 64
our slogan ......................................................................... 14 image on grid .................................................................... 66 website ............................................................................. 120
our visual legacy ............................................................. 16 logo+slogan ....................................................................... 70 presentation ..................................................................... 122
from values to emotions to elements ......................... 18 letterhead (word format) ............................................... 126
Entities ......................................................... email signature ................................................................ 128
Logo .............................................................
basics ................................................................................ 74 Environment .................................................
framing the logo .............................................................. 22 proportions 1 ................................................................... 76
proportions ...................................................................... 24 proportions 2 ................................................................... 78 signage (interior) ............................................................ 132
over white ........................................................................ 26 corporate formal definition ........................................... 80 signage (exterior) ............................................................ 154
over color ......................................................................... 28 entity names .................................................................... 82 vehicles ............................................................................. 156
over images ...................................................................... 30 subdivisions ..................................................................... 84 flags ................................................................................... 158
black & white ................................................................... 32 tags .................................................................................... 86 media back ....................................................................... 160
hebrew .............................................................................. 34 partners ............................................................................ 88 rollups ............................................................................... 162
logo "dont's" ..................................................................... 36 subsidiaries ...................................................................... 92 dress & headwear ........................................................... 164
mousepad ......................................................................... 166
Elements ...................................................... Implementation cd / dvd ............................................................................. 168

our typeface ..................................................................... 40 Print ............................................................
typography ........................................................................ 42 Appendix ......................................................
our colors 1 ....................................................................... 44 letterhead (print format) ............................................... 100
our colors 2 ....................................................................... 46 envelope ........................................................................... 102 paper type ........................................................................ 172
color combinations 1 ...................................................... 48 business card (one sided) ............................................. 104 how it all comes together .............................................. 174
color combinations 2 ..................................................... 50 business card (two sided) ............................................. 106 credits ............................................................................... 176
color combinations 3 ..................................................... 52 business card (two languages & subsidiaries) .......... 108

3

teva | corporate language | guidelines

4

Culture & Language

5

Teva | Corporate Language | Culture

Our way
As members of the Teva Group, we are all aware
of the importance of effective communications
with our clients, our partners and ourselves.

I am proud to introduce to you the new
Teva Language Guidelines, that have been
created by the CorCom Network members
all over the world.

This special initiative, the base guidelines
for all ongoing and future communications
and creative materials, translates our values
into a bold and coherent graphic language.
It incorporates quality, accessibility,
simplicity and a One Teva approach, that
will present our company consistently and
vibrantly across borders and businesses.

Enjoy it,

Yossi Koren
Vice President, Corporate Communications

6

“
This initiative translates our values into
a bold and coherent graphic language.
It incorporates quality, accessibility,
simplicity and a One Teva approach.
“
7


Our values
Teva's guiding values are the result of
extensive research across Teva, as well
as in-depth discussions among Teva's
Executive Committee.

This set of values reflects who we are as
a company today, how we do things in
Teva, and how our culture will enable us
to achieve our goals in the future.

8

We lead the way
We are committed to excellence
We are prepared for change
We are accessible
We value simplicity
We are One Teva

9


Our messages
In order to develop a language that will be
simple and coherent, we have transformed
Teva’s values into four elements: Quality,
Accessibility, Efficiency, and Partnership.

We have translated these elements into
messages that describe our aspiration
towards excellence in everything we do.

10

Quality Efficiency
we make it better we make it happen

Accessibility Partnership
we make it accessible we make it together

11


Our vision
Once you recognize the connection
between Quality – our drive and ability to
produce the best products possible, and
Accessibility – our aspiration to provide
better affordable healthcare to people
around the world, you will agree that only
Teva can combine these two elements to
reach our unique vision.

12

we make better
healthcare
accessible
around the world

13


Our slogan
Having established our mission statement,
we can now turn to the world with a message
everyone, everywhere can relate to:
Whatever we do - we do it so you can...
live your life

14


Dan Reisinger
Our visual legacy
Ariel Kotzer

In 1985, in keeping with Teva’s aspirations logo that became one of his most
to become an international company, recognized works and an inherent part
an acute need arose to consolidate the of the company’s culture and personality.
entire brand language across all of its
entities, giving expression to a strong In approaching Teva’s new visual
and solid presence. guidelines, Ariel Kotzer, the new Teva
language designer, has taken this logo
Eli Hurvitz, then CEO of Teva, turned to and built a language around it that
Dan Reisinger, one of Israel’s foremost corresponds to Teva’s ongoing legacy
graphic designers. of quality and simplicity.

The request sought an identity that
would express the two meanings of
the word Clean:
Sterile - scientific and medical
Honest - authentic and transparent

Without any significant changes for the
past 25 years, Teva has used Reisinger's

16


18

Teva | Corporate Language | Logo

Our logo
Framing the logo

The first step in preparing a new corporate
language for Teva begins by placing the
historic logo within a square area, thus
making it "untouchable" and giving it due
presence and respect within any graphic
context.

20


Our logo
Proportions

The logo is placed within this square in a
simple set of proportions, so as to create
a well balanced composition that aims to
allow maximum visibility and presence for
the logotype, even when very small.

22

7a
a 5a a

7a

1cm

1cm
Minimum size: 1 cm

23


Our logo
Over white

When placed on white, the logo appears
on a square Cool Gray area, using color
PG1 from the guidelines color palette.

See page 47 for color schemes

24


Our logo
Over color

When placed on a colored area, the square
around the logotype appears in white.

26


Our logo
Over images

White is also used as a color for the logo
square whenever it is placed over images
or illustrations.

28


Our logo
Black and white

When using one color, we maintain the
logo rules, applying the grayscale values
derived from black.

See page 47 for color schemes

30


Our logo
Hebrew

Whenever needed, the Hebrew logo will
appear alongside the English one.

32


Logo "dont's"
01. No borders on frame 06. No logo over Teva Green

02. No negatives 07. No color frames other than white or PG1

03. No elements over frame 08. No change in size or position of logo within square

04. No scaling 09. No change in size or position of logo within square

05. No gradients 10. No rotations or shadows

34

01 02 03 04 05

❦

06 07 08 09 10

35


36

Teva | Corporate Language | Elements

From values
To emotions
To elements
Now that our vision and values have been
stated, we need a way to express our
values through the components of
a graphic design.

We've chosen to express our quality mainly
through images, and our efficiency
and simplicity by using a simple grid.
The font will portray our human expression,
and the new color palette will represent
our warm and vibrant partnerships.

38

Quality Efficiency
Better Simple
Image Grid

Accessibility Partnership
Human Warm
Font Colors

39

Teva | Corporate Language | Elements | Typeface

Our typeface
A confident and friendly voice

Designed by Erik Spiekermann in 2003, Unit is
an extremely versatile font, suitable for use
in large headlines and highly legible in bodycopy.

Its character is perfectly suited to Teva's voice:
modern and affirmative, yet very human and
easy going. The font's opentype capabilities
allow for alternative characters as well as
specific punctuation marks required for
numerous languages.

Look within Illustrator or InDesign glyphs
for additional characters and ligatures.

Refer to Unit_infoguide.pdf for additional features.

40

Unit thin Unit light Unit bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345

Unit thin italic Unit light italic Unit bold italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345 abcdefghijklmnopqrstuvwxyz 12345

hello Teva Pharmaceutical Industries Ltd. (NASDAQ:TEVA) is a leading global pharmaceutical company,
committed to increasing access to high-quality healthcare by developing, producing and marketing
affordable generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical
ingredients. Headquartered in Israel, Teva is the world's largest generic drug maker, with a global
product portfolio of more than 1,250 molecules and a direct presence in almost 60 countries.

41

Teva | Corporate Language | Elements | Typeface

Typography
Don't use too many sizes or weights at once.
Maintain a strong, clear hierarchy between
headlines and bodycopy.

Use optical kerning for headlines and metric kerning
for bodycopy. Use Italic for accentuating words within
sentences. Use Unit thin for headlines, Unit light for
bodycopy, and Unit bold for headlines and heads
within bodycopy.

Initials/acronyms will appear in uppercase.
Slogans/taglines may appear in lowercase
and/or Italic.

Refer to Erik Spiekermann’s type_tips.pdf
for further information.

42

Customer Service

43

Teva | Corporate Language | Elements | Colors

Our colors 1
Teva Pantone Green, black, white and grays

Teva's new color scheme maintains the existing
color palette and builds upon it.

Teva's Pantone Green is used exclusively within
the logotype — and nowhere else.

Black is used for the logotype in single-color projects
and also for typography.

PG1 is used exclusively for the logo square when
the logo appears over white.

Use Process grays unless you are doing
a single-color project.

Please use the teva_cl_colors.ase swatch to access these
colors and implement them in your artwork.

44

Existing Teva brand colors
Pantone Green CVC White Black
C:100 M:0 Y:65 K:0 C:0 M:0 Y:0 K:0 C:0 M:0 Y:0 K:100
R:0 G:131 B:86 R:255 G:255 B:255 R:0 G:0 B:0

Process grays
C:5 M:5 Y:5 K:5 C:10 M:8 Y:10 K:10 C:23 M:16 Y:19 K:24 C:32 M:25 Y:27 K:36 C:51 M:40 Y:38 K:52
R:226 G:223 B:222 R:205 G:205 B:202 R:157 G:160 B:159 R:123 G:125 B:124 R:77 G:81 B:84
Pantone Cool Gray 2

PG1 PG2 PG3 PG4 PG5

One color grays
7% black 20% black 40% black 55% black 70% black

K1 K2 K3 K4 K5

45


Our colors 2
Teva greens, blues and oranges

Expressing Teva's lively and positive attitude, these
colors serve to enhance the primary palette.
They are used for color coding in the company's
entity hierarchy and as color areas for printed
and online materials.

Please use the teva_cl_colors.ase swatch to access these
colors and implement them in your artwork.

46

Monochromatic greens
Pantone 382 Pantone 375 Pantone 376 Pantone 369 Pantone 355

G1 G2 G3 G4 G5

Monochromatic blues
Pantone 291 Pantone 2905 Pantone 284 Pantone 300 Pantone 2945

B1 B2 B3 B4 B5

Monochromatic oranges
Pantone 129 Pantone 123 Pantone 136 Pantone Hexachrome Pantone Warm Red
Orange C

O1 O2 O3 O4 O5

47


Color combinations 1
Monochromatic

The first form of combination among colors within
Teva's color palette is monochromatic.

Examples 1 to 3 show a light monochromatic range,
4 to 6 a deep range, and 7 to 9 a contrasting range.

Of course, multiple combinations are possible within
a given color range, at the designer's discretion.

48

G1 G2 O1 O2 B1 B2
1 2 3

G4 G5 O3 O4 B3 B4
4 5 6

G1 G5 O1 O5 B1 B5
7 8 9

49


Adjacent and complementary

Colors can also be combined across Teva's color
palettes, although there are color schemes which
work better than others.

Here are a few we like:
1 To 3 show oranges and greens of similar depth.
4 To 6 show the same for blues and greens.
7 To 9 show the same for oranges and blues.

50

O1 G1 O3 G3 O4 G5
1 2 3

B1 G1 B3 G3 B5 G5
4 5 6

O1 B1 O3 B3 O4 B5
7 8 9

51


Compositions

Teva's color palette allows for numerous
combinations, but these should be kept
simple and relegated to a few basic rules:

1 to 3: Monochromatic schemes work well.

4: Monochromatic grays can be
accentuated by an additional single color.

5: This works well for adjacencies and
complementary schemes.

52

G1 G2 O1 B1 B3

G3 O3 O4 B4

1 2 3

PG2 G1 G2 O1 G2

PG3 O3 O4 B4 O5

4 5

53


Type over color
When placing type over color use only black or white.

Choose either according to the one that gives you
maximum contrast.

54

Teva | Corporate Language | Elements | Images

Our Images
Real people,
healthy living... and us

Images will showcase unposed,
real people celebrating life.

Image color should augment
Corporate Language color pallette.

Teva lab and factory images accompany
these as secondary imagery.

see page 69

56

Teva | Corporate Language | Elements | Images

Using images
In principle, try to keep the number of
images per page to a minimum of one.
A well chosen photograph in full bleed will
have much more presence and resonance
than many smaller ones. It will also act as
a strong backdrop for typographic content.

Place the image first, then use the other
elements in your composition according to
the areas available within the image.

58

Teva | Corporate Language | Elements | Grid

Grid basics
Taking its cue from the "logo square",
a grid consisting of additional squares is
placed around it, at a distance of 5% of
the original square's dimensions.

This grid serves for constructing Teva
entity logos as well as for compositing
elements in printed and online materials.

60

5%a a 5%a

5%a

a

5%a

61


Our grid
The grid can be resized according to the
dimensions of the work at hand.

Once you decide how many squares are
appropriate, place the grid so that the
squares are flush with the outer edges of
your work.

The example at right shows the grid that
was used in designing these guidelines.

62


Extensions
The most basic use of the grid is to extend
strips of color adjacent to and
in alignment with the logo.

These strips are used as backdrops for
Teva entity names and definitions,
as well as for headlines and product
or project titles.

Extensions can be used in all four
directions, but only one direction
at a time.

64

Teva | Corporate Language | Grid

Image on grid
Simple and flexible

Logo will always appear within square
frame, with one edge of the frame flush
with any given side of the area.

Additional information is relegated to
colored areas aligned to logo frame.

66

Managing Multiple Sclerosis

67


Image on grid
Balancing lifestyle and science

Company images are used to enhance
primary lifestyle images. Those images
should express our messages and values
as the prime image of the artwork and
the secondary visual should reflect the
medical aspect.

68

What is Multiple Sclerosis?

Multiple Sclerosis (MS) is a chronic disease of the central nervous
system characterized by both inflammation and neurodegeneration,
which are both interrelated and independent of each other. In the
majority of patients, the disease is of the relapsing-remitting form,
Managing Multiple Sclerosis which is manifested by acute attacks (relapses) followed by recovery
(remission). This recovery may be incomplete at times, resulting in a
disability progression which is measured by the Expanded Disability
Status Scale ("EDSS").

69


Logo + Slogan
When placed alongside the logo, these two
elements act as the graphic embodiment
of Teva's character and purpose.
In that case you may use Italic and lowercase.

Refer to file: teva_logo+slogan.indd

70


72

Teva | Corporate Language | Entities

Entities
Basics

The most common use of the grid is in
building extended logos for Teva's many
bodies and entities.

This is done by stretching an area of
color to the right of the logo, which can
accommodate the entity's name, and
whenever necessary, its definition.

74

Name

Name
The entity definition

75


Entities
Proportions 1

Guidelines for the name x-uppercase
height are derived from the
logotype's height.

Definitions are half the size of the name's
uppercase size, and should not appear
less than 7 pt. in size.

Entity names will appear as follows:

76

Name x-uppercase height = logotype's height

Name x-height

The entity definition 50% x-height
b

b b b
77


Entities
Proportions 2

Acting as an extension of the Teva logo,
the entity name is placed within its strip
at a distance equal to that of the logotype
from the edge of its confining square.
The strip ends at an equal distance to the
right of the entity name.

78

a Global Quality

b b b

79


Corporate formal definition
When it comes to the entity typography
proportions, the only exception to the rule
is Teva's formal definition.

In this case, the x-height is the logotype's
white area height.

80

Pharmaceutical Industries Ltd. x-height =
logotype's white
area height

81


Entity names
Color coding

By combining the strips and colors,
we achieve a basic color coding system
for Teva's entity subcategories.

The colored strip should be equal
or longer than Teva's logo.

Never shorter than the logo's width.

82

GBP TGS Human Resources
Global Branded Products Teva Generics System

Corporate PG3

Europe B.V. US Italy

Geographical B4

Neuroscience TAPI Sicor Biotech UAB

Business units G4

Exchange Intranet Customer Service

Projects G2

83


Subdivisions
When an entity has several divisions, as in
the sample shown here, they take on the
color and name of the parent entity, with
name extensions and definitions placed as
needed within the given guidelines.

Strips adjust their length accordingly.

84

TAPI TAPI
Teva Active Pharmaceutical Ingredients

Business unit logo + definition

TAPI Mexico TAPI Mexico
Customer Service

+ location + service type

TAPI Mexico TAPI Mexico 1-800-8382-8274
Human Resources Customer Service www.tapi.com

+ subdivision + additional info

85


Tags
Appended strips can be added according
to need to hold additional information,
but should maintain the simplistic look.
Use complementary color schemes or
a contrasting color when you need to
make a message stand out.

Please do not use more than three strips.

86

North America
Teva Pharmaceuticals www.tevausa.com

Nearer to
Hospitals your patients,
Closer to you

let's
Exchange change
IT

87


Partners
Partnerships with ad-hoc or onging
partners should adhere to the options
shown here.

88

on white on color or image

A new
partnership

89


Partners
Only when there is a joint event or an
ongoing partnership, and when explicitly
ordered by Teva management, the
partner's logo will appear alongside Teva's
logo, equal in hierarchy.

90

Brochure distributed on closing day with ratiopharm

91


Subsidiaries
Independent brands within Teva like IVAX
will appear as shown in this sample.

Independent entities whose name
includes "Teva", like Teva Neuroscience
will appear as seen opposite.

Please send your designs for approval
by CorCom studio.

92

Argentina S.A.

Logo and affiliation to Teva's group Group Member

Neuroscience

Logo

Neuroscience
Teva Neuroscience Ltd.

Logo and definition

Dr. James Jones. Medical Director

Neuroscience Tel. 1-816-123-4567 | Fax. 1-816-123-4567
james.jones@tevaneuro.com
www.tevapharm.com | www.tevaneuroscience.com

Email signature

93


Subsidiaries
Subsidiaries such as PLIVA or ratiopharm,
which act as independent entities or
brands, will add the "Teva Group Member"
logo as a footnote on their communication
tools subject to the business unit or
country manager's decision.

Refer to teva group member files

94


Implementation

96

Teva | Corporate Language | Implementation | Print

Letterhead
Print format 1. Text
UnitOT Light 11pt. Black
Based on a 9 across grid, the letterhead, Character
along with the additional stationery items, Metrics
acts as the foremost ambassador for Teva's
Corporate Language. 2. Title
The size, weight and placement of the text UnitOT Bold 11pt. Black
makes the document easy to read, human
and assertive in voice. 3. Footer
1.2cm from the bottom
Use the attached template and place your Entity name: UnitOT Bold 8pt.
entity logo and address lines according to More details: UnitOT Thin 8pt.
the grid shown here. Color: Black

Refer to file: teva_A4_letterhead.indd
or teva_USA_letterhead.indd

98

Human Resources Human Resources

June 4, 2010 June 4, 2010

Dear John, Dear John,

Enclosed please find a catalog presenting the wide range of generic medicines manufactured under the Enclosed please find a catalog presenting the wide range of generic medicines manufactured under the

1 Teva label. All of our products are produced according to the highest quality standards at plants worldwide
that have both FDA and European approval. You will find that our commitment to excellence and quality is
Teva label. All of our products are produced according to the highest quality standards at plants worldwide
that have both FDA and European approval. You will find that our commitment to excellence and quality is
manifested in every step of our product life cycle, as well as in the outstanding service we offer. Please find manifested in every step of our product life cycle, as well as in the outstanding service we offer. Please find
below additional information about our company and about the project we would like more information below additional information about our company and about the project we would like more information
about from you. about from you.

2 1. General
Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to increasing
1. General
Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to increasing
access to high-quality healthcare by developing, producing and marketing affordable generic drugs as access to high-quality healthcare by developing, producing and marketing affordable generic drugs as
well as innovative and specialty pharmaceuticals and active pharmaceutical ingredients. Headquartered well as innovative and specialty pharmaceuticals and active pharmaceutical ingredients. Headquartered
in Israel, Teva is the world's largest generic drug maker, with a global product portfolio of more than in Israel, Teva is the world's largest generic drug maker, with a global product portfolio of more than
1,250 molecules and a direct presence in approximately 60 countries. Teva's branded businesses focus 1,250 molecules and a direct presence in approximately 60 countries. Teva's branded businesses focus
on neurological, respiratory and women's health therapeutic areas as well as biologics. Teva's leading on neurological, respiratory and women's health therapeutic areas as well as biologics. Teva's leading
innovative product, Copaxone®, is the number one prescribed treatment for multiple sclerosis. Teva innovative product, Copaxone®, is the number one prescribed treatment for multiple sclerosis. Teva
employs approximately 40,000 people around the world and reached $13.9 billion in net sales in 2009. employs approximately 40,000 people around the world and reached $13.9 billion in net sales in 2009.

2. Teva website project 2. Teva website project
The Teva website must reflect our organization’s values and vision as well as the key messages that The Teva website must reflect our organization’s values and vision as well as the key messages that
communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a leading communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a leading
pharmaceutical company, and a channel through which we communicate with stakeholders in a wide pharmaceutical company, and a channel through which we communicate with stakeholders in a wide
range of areas, including the pharma industry, business realm, corporate social responsibility, customers, range of areas, including the pharma industry, business realm, corporate social responsibility, customers,
patients and employees. patients and employees.

Thank you, Thank you,

Teva Corporate Communications Team Teva Corporate Communications Team

3 Teva Human Resources
5 Basel St., Petach Tikva, Israel | Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com
Teva Human Resources

99


Envelope
The two version envelope, is based 1. Entity name
on a 5 up grid. UnitOT Bold 8pt. Black
Use the attached template and place your 2. More details
entity logo and address lines according to
the grid shown here. UnitOT Thin 8pt. Black
Character
Refer to file: teva_envelope.indd Metrics
or teva_USA_envelope.indd

100

USA option

Teva Pharmaceutical Industries Ltd.
5 Basel St., Petach Tikva, Israel
Tel. 972.3.9999999 | Fax. 972.3.9999999 | www.tevapharm.com


1

2

101


Business card
One sided 1. Name
UnitOT Bold 8pt. Black
The grid is fitted to the dimentions of the
given work. Use this business card when 2. Title and department name
all the information fits on one side of the Entity name
business card. More details
Refer to file: teva_business card_one sided.indd UnitOT Light 8pt. Black
Character
Metrics

102

1
Dan Barak Dan Barak
Senior Director, Legal Department Senior Director, Legal Department
Teva Neuroscience Teva Neuroscience
Tel. 972.3.9999999 Fax. 972.3.9999999 Tel. 972.3.9999999 Fax. 972.3.9999999
5 Basel St., Petach Tikva, Israel 5 Basel St., Petach Tikva, Israel
dan.barak@teva.co.il dan.barak@teva.co.il
www.tevapharm.com www.tevapharm.com

2

103


Business card
Two sided Front
1. Name
When the amount of text is too large to fit UnitOT Bold 8pt. Black
on one side or if you want to add the slogan
to one side of the businesscard, use this 2. Title and department name
format. More details
Refer to file: teva_business card_two sided.indd UnitOT Light 8pt. Black
or teva_business card_slogan.indd Character
Metrics

Back
1. Entity name

2. More details
Character
Metrics

104

1

Dan Barak Dan Barak

Senior Director, Legal Department Senior Director, Legal Department
Tel. 972.3.9999999 Cel.972.54.8888888 Tel. 972.3.9999999 Cel.972.54.8888888

2
Front

1

Teva Neuroscience Teva Neuroscience
5 Basel St., Petach Tikva, Israel 5 Basel St., Petach Tikva, Israel
Fax. 972.3.9267862 Fax. 972.3.9267862
www.tevapharm.com www.tevapharm.com

2
Back

Dan Barak
Corporate Communications
Tel. 972.3.9999999
Cel. 972.54.8888888
dan.barak@teva.co.il

Front Back
105


Business card
Two languages 1. Name
Another good reason for using a two sided
business card is when the card calls for 2. Title and department name
the use of two languages. Entity name
More details
Refer to file: teva_business card_two languages.indd
Character
Subsidiaries Metrics
Two options for subsidiaries,
one sided and two sided.

106

Dan Barak
‫דן ברק‬
‫יועץ בכיר, מחלקה משפטית‬
Senior Director, Legal Department ‫טבע תעשיות פרמצבטיות בע"מ‬
Teva Pharmaceutical Industries Ltd. 054 8888888 ‫טל. 9999999 30 נייד‬
Tel. 972.3.9999999 Cel.972.54.8888888 49131 ‫רח' בזל 5, פתח תקוה‬

Pharmachemie - one sided

Milan Vujinovic
Vodja skupnih služb
Pliva Ljubljana d.o.o.
Pot k sejmišcu 35, 1231 Ljubljana, Slovenija
T: 01 5890 355, F: 01 5890 399
M: 031 574 639
E: milan.vujinovic@tevasi.si, www.tevasi.si

Group Member

Pliva Slovenia - two sided
107


Folders
Cover

A folder is an effective tool to reveal
and express your business unit's values
and messages.

You can use color areas or images, and
use logo+slogan in many creative ways.

108

Results
Corporate Language
Graphic Guidelines

First
Quarter
People
2010

109


Folders
Inside

The inside part of the folder should
obviously extend the look and feel
of the cover, using the same language.

Please use only rectangular lines
and refrain from using rounded corners
in die cuts.

110

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111


Brochures
After choosing the format for your
artwork, place a grid according to
your need.

Place headlines, bleed images,
illustrations, color areas and bodycopy
according to the grid.

112

a new future
"Desire and passion are the key to our
success; the connection between people
The combination of ratiopharm and teva
and a vision is what sets us apart." strengthens and enhances our global and
Benny Klener, VP Pharma Operations Israel & european market leadership position,
Global Portfolio Strategy
Teva Generics System, Israel
to customers on a global scale, and brings
"The rapid growth in teva changes not together an outstanding team of employees
only your job itself, but also your vision and managers.
for your own career, and where you see it
going." You are now part of our worldwide team
Ruud Smit, Director of R&D
Teva Pharmachemie, The Netherlands
themselves, action oriented, creative,
growing fast receive to grow and face new challenges
gives us the feeling that we can do
assertive and challenging, yet also
humble in the knowledge that they will be
Teva is the leading global generic pharmaceutical company
anything." surrounded by outstanding colleagues
and among the top 15 pharmaceutical companies in the world.
Angela Murphy, Quality Assurance (QA) Manager, in the service ultimately of millions of
The company develops, manufactures and markets
generic and branded pharmaceuticals as well as active
Solid Dose Production
Teva Pharmaceuticals Ireland
patients.
pharmaceutical ingredients, now with approximately
40,000 employees worldwide. "In teva, you can actually see what Teva welcomes ratiopharm into our
growing together organization."
Dave Rekenthaler, Director, National Accounts,
Teva Sales Teva Pharmaceuticals USA
global family, a company you can be
proud to work in, and where you can
continue to grow with the best
As part of teva, you have joined the industry leader with
a long record of global success and a strong emphasis on
developing our employees. A dynamic and empowered working
environment brings out the best in our people with continuous
opportunities for personal and professional growth alongside

the
the company's growth. We take pride in working by the
highest industry standards, with ongoing investment in new
technologies, processes and products. the

our vision teva’s guiding values

we make quality healthcare
accessible around the world
We set the pace and strive to excel in everything we do. Being open and available increases the shared knowledge and learning
we lead the way every action or response. we don’t just say it, we do it.
we are accessible in teva, and helps us understand the market needs in order to make

Discover a world of growing opportunities
we are committed Quality and safety are our number one priority. We are committed
to the well-being of our employees, customers, community and
we value simplicity
In a fast-moving, complex organization like teva, simplicity is the key
to success. To keep up to speed we must remain lean, agile and never
to excellence environment. We act with integrity, ethical conduct and the highest
standards of service.
lose touch with the people we serve.

we are prepared Change is a natural and constant part of our business environment.
We initiate and respond to change as an opportunity for greater
we are One Teva
Each of our individual actions contribute to teva’s success overall, and
together, our combined activities across the globe are making a real
for change advantage

distribution operations in close to 60 countries across the globe.

Closing day Teva-ratiopharm integration brochure

113


Posters
Use colored areas or images as
backgrounds.

Typography can also act as an image.

114

Customer Service

Poster designed for TAPI Customer Service values

115


Implementation

116

Teva | Corporate Language | Implementation | Online

Website
After analyzing Teva’s unique This concept has been developed and
characteristics, we have chosen to “translated” into web language; the
focus the User Interface on Teva’s “Bridging Duality” theme runs through
varied target audiences: pharma industry, every page of the site, telling Teva’s story.
business realm, social responsibility,
government affair issues, internal
communications and our customers
and consumers.

Our messages will elaborate on our
extraordinary ability to thrive in an
environment of "Complementary Dualities":

Quality - Accessibility
Innovation - Tradition
Humanity - Human
Excellence - Togetherness
Creativity - Simplicity
Success - Care

118


Presentation
One of the main tools for disseminating
information within the corporate structure
and outside is the PowerPoint format.

As part of the Corporate Language rehaul,
a coherent and comprehensive
presentation has been devised to help
all of Teva's employees, across the globe
and on all levels, in presenting clear and
convincing arguments in a captivating
manner.

Please assist Teva employees in your
department to design their presentations
according to Teva's Corporate Language.

Refer to file: teva_ppt template.ppt
which contains built-in guidelines and
recommendations.

120


Presentation
Graphs and diagrams that are imported
from an Excel file, have very limited color
and design options.

Once you use them, you will need to match
the colors available in your
current Microsoft Office with our
language color pallette.

Note: Arial font should be used in all
presentations delivered to Teva worldwide.

122


Letterhead
Word format 1. Text
Arial Regular 10pt. Black
Since much of the written communication Character
will be done through Word documents Metrics
sent online, we have designed a Word
template for the letterhead, which can be 2. Title
read on the computer or printed out on Arial Bold 10pt. Black
standard office printers.
3. Footer
The design follows the print letterhead 1.2cm from the bottom
design but makes sure the logo will not be Entity name: Arial Bold 8pt.
cut off by the printer's inability to print all Adress: Arial Regular 8pt.
the way to the edge of the paper. Color: Black

Refer to file: word letterhead template.doc

124

Human Resources Human Resources

June 4. 2010 June 4. 2010

Dear John, Dear John,

Enclosed please find a catalog presenting the wide range of generic medicines manufactured Enclosed please find a catalog presenting the wide range of generic medicines manufactured

1 under the Teva label. All of our products are produced according to the highest quality standards
at plants worldwide that have both FDA and European approval. You will find that our commitment
under the Teva label. All of our products are produced according to the highest quality standards
at plants worldwide that have both FDA and European approval. You will find that our commitment
to excellence and quality is manifested in every step of our product life cycle, as well as in the to excellence and quality is manifested in every step of our product life cycle, as well as in the
outstanding service we offer. Please find below additional information about our company and about outstanding service we offer. Please find below additional information about our company and about
the project we would like more information about from you. the project we would like more information about from you.

2 1. General
Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to
1. General
Teva Pharmaceutical Industries Ltd. is a leading global pharmaceutical company, committed to
increasing access to high-quality healthcare by developing, producing and marketing affordable increasing access to high-quality healthcare by developing, producing and marketing affordable
generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical generic drugs as well as innovative and specialty pharmaceuticals and active pharmaceutical
ingredients. Headquartered in Israel, Teva is the world's largest generic drug maker, with a global ingredients. Headquartered in Israel, Teva is the world's largest generic drug maker, with a global
product portfolio of more than 1,250 molecules and a direct presence in approximately 60 countries. product portfolio of more than 1,250 molecules and a direct presence in approximately 60 countries.
Teva's branded businesses focus on neurological, respiratory and women's health therapeutic areas Teva's branded businesses focus on neurological, respiratory and women's health therapeutic areas
as well as biologics. Teva's leading innovative product, Copaxone®, is the number one prescribed as well as biologics. Teva's leading innovative product, Copaxone®, is the number one prescribed
treatment for multiple sclerosis. Teva employs approximately 40,000 people around the world and treatment for multiple sclerosis. Teva employs approximately 40,000 people around the world and
reached $13.9 billion in net sales in 2009. reached $13.9 billion in net sales in 2009.

2. Teva website project 2. Teva website project
The Teva website must reflect our organization’s values and vision as well as the key messages that The Teva website must reflect our organization’s values and vision as well as the key messages that
communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a communicate our strategy. The website should serve as a tool for presenting Teva’s strengths as a
leading pharmaceutical company, and a channel through which we communicate with stakeholders leading pharmaceutical company, and a channel through which we communicate with stakeholders
in a wide range of areas, including the pharma industry, business realm, corporate social in a wide range of areas, including the pharma industry, business realm, corporate social
responsibility, customers, patients and employees. responsibility, customers, patients and employees.

Thank you, Thank you,

Teva Corporate Communications Team Teva Corporate Communications Team

3 Teva Human Resources
Teva Human Resources

125


Email signature
Using the basic logo and strip format,
an e-signature has been devised to allow
maximum legibility while taking up
minimum space on the email document.

Enclosed is a PowerPoint one-page file,
offering you a short and a long version
signature, where you may insert your
details, save as a picture and import
to your Outlook signature.

Consult your IT team for the
implementation of the email signature
into your Outlook.

Refer to file: emailsignature_short.ppt
or emailsignature_long.ppt

126

Bill Johns

Website Characterization

Dear Bill,
Regarding the re-design, do you have certain guidelines you could send to me
and I will send you a template for approval?
Would it be better to meet with someone in your department?

Thank you,
John

Bill Johns

John Rogers. Head of Communications
Cell. +972.54.8888888 Tel. +972.3.9999999
www.tevapharm.com

Dear Bill,

Thank you,
John

John Rogers. Head of Communications
Bill Johns TAPI Cell. +972.54.8888888 Tel. +972.3.9999999
www.tapi.com

Dear Bill,

Thank you,
John

Dr. Roberto Garcia. Director Medico
Tel. (54) 11 123-4567 | Fax. (54) 11 123-4568
Cel. 99878-2686
roberto.garcia@ivax.com.ar
www.tevapharm.com | www.ivax.com.ar
Group Member

127


Implementation

128

Teva | Corporate Language | Implementation | Environment

Interior Signage
Entrance/Elevator sign

When a building contains more than one
entity, it will be named according to the
building name or address.

Main lobby signage needs to denote the
departments quickly and clearly.

Floors are arranged according to physical
order, upper floors on top.

130

16 Basel St.

3
Global Pharmacovigilance
TAPI
Purchasing & Global Real Estate

2
Corporate Patent Dept.
Global Product Development
Strategic Business Planning
R&D Initiative
HR Israel
Global Real Estate Unit

1
Global Products Division

131


Interior Signage

Headings for signs in buildings which
house a unique entity will denote the
entitiy’s name.

132

Pharmaceutical Industries Ltd.

3
TAPI

2
R&D Initiative
HR Israel

1

133


Interior Signage

If the entity logo has a color (refer to
entity color guidelines, pages 45,47),
that color will be used on the signs.

134

UK
Teva UK Limited

3
TAPI

2
R&D Initiative
HR Israel

1

135


Interior Signage
Floor directional sign

When coming out of the elevator or
reaching an intersection on a given floor,
this kind of sign is appropriate.

Please note: conference rooms are
separated by a full line from departments,
their names appearing in unit bold. This
allows for quicker orientation for guests.

136

2
TAPI

Opal Conference Room
Pnina Conference Room

R&D Initiative
HR Israel

Tarshish Conference Room

137

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