Professional Documents
Culture Documents
Brand Identity
Guidelines
Content
What makes Getinge Getinge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
We are competent know it, own it. . . . . . . . . . . . . . . . . . . . . . . . . . . 6
When we communicate the brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Our customers three segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
The communication funnel
uncover every marketing opportunity. . . . . . . . . . . . . . . . . . 12
Tonality in imagery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Reflecting our brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
The color tone of our images. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Examples of old and new color tone. . . . . . . . . . . . . . . . . . . . . . . . 30
What all of our images should convey. . . . . . . . . . . . . . . . . . . . . 32
Image category
Products in studio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Products at work. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
People Care givers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
People Care recievers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
People Care providers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
People Getinge experts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Celebrate everyday life. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Corporate images. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Examples and mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
We are competent
know it, own it
One of our greatest strengths is that our brand is built from a broad
spectrum of diverse individuals. All come together, each day, to achieve
exceptional things. Together this collective personality can best be des-
cribed as competent. And it is this quality that gives our customers the
confidence to choose us as partners over all of our competitors.
6 Getinge May
December
2016 2016
Introduction Brand Identity Guidelines
Show that we are Challenge industry cliches with fresh concepts and
Prove that we are Dont make claims, build confidence and trust by
partners in business Reassure all target groups that their everyday needs
are what shape our offerings.
and healthcare
When we
communicate the brand
We come from a place of experience. After all, we have
spent hours in hospitals training customers on our products,
watched them work during medical procedures and really
paid attention to their needs.
8 Getinge December
December2016
2016
Introduction Brand Identity Guidelines
Express compassion Its never about what we do. Its always about
what they get; the values that are felt, tangible
Our customers world is much and measurable.
more important than ours. They
Assume audiences are intelligent, but never
have little time to spare, dealing
assume they understand completely.
with life and death issues.
Showing is always better than telling.
Our customers
three segments
Not all customers are the same. To gain a deeper
understanding of who they are and better anticipate
their needs, we divide them into three target groups:
Care Providers
Care Givers
Care Receivers
The model itself symbolizes the customer journey, from Grouping communications in the same way encourages us
first contact with the brand to the moment of purchase. to plan strategically. To consider what we communicate,
It shows how target audiences can be grouped into three and how we deliver it, from the audiences perspectives.
main stages, according to how well they know our brand So what we create inspires audiences to take one step
and/or our offerings. closer to us to get to know us even better.
Awareness
Awareness marketing
Create inspiring stories that grabs the attention
of broader target audiences
is about the brand
Sales support
Make it clear that you have Sales Support marketing
something valuable and pieces are the deal makers
are ready to prove it
For example
Imagine a market where we are well known for
sterilization solutions, but not so well known for
the solutions we offer within operating room.
We need to create a campaign to stimulate that
part of our business:
EXAMPLE
It includes the least amount of detail but the highest People need to know that we have competence in
degree of storytelling. This is where we seduce broad that area. What type of communications will create
audiences by providing a window to the heart and soul that awareness?
of Getinge.
Benefit-led presentations make it clear why current and Existing customers, and prospects, already have
EXAMPLE
potential customers should invest in Getinge solutions relationships with competitors in this area.
as opposed to competitors. In other words positioning What type of communications will best show
marketing answers the question: whats in it for them? our position? How do we compete?
They are generally delivered face-to-face and have Once weve caught their interest, what type of
EXAMPLE
one commmunicative goal: to provide evidence that communication will help prove that ours
Getinges solutions are the right ones. Its about whats is the better solution?
in it for customers and how much.
Tone of voice
in copy
When we speak
The words we choose, and how we use them paint a clear
picture of the personality, attitudes and competence of
the people behind our brand. Create dialogues that are
Reveal instead of
relevant, get right to the point and speak directly to the
audience. Like a conversation with a trusted friend or describe
colleague. The idea is to inspire them to continue the
discussion in person.
Focus on stakeholder
Portray reality in
benefits, not the
a positive way
offering alone
Have a conversation,
speaking directly Include clear Aim to motivate,
to the target audience calls-to-action not instigate
not about them
!
The Getinge How Not how
tone of voice Getinge speak Getinge speak
Competent not arrogant Elevating the complete The fascinating story about a
healthcare experience exceptional line of products
for everyone involved. that happen to help save lives
Sympathetic not patronizing More time to think. Because youre worth it.
More time to get personal.
Note that Geting Group never must be translated. The Getinge logotype is not allowed
in running text, always write Getinge.
Examples of how
it could sound
Awareness
Positioning
Life is what happens
Sales
support while youre living
Every patient deserves world class care, and every
caregiver deserves the time to provide it.
Awareness
Positioning
Time to get personal
Sales
support Getinge works with your unique setup your facilities intricate
puzzle to reduce hidden costs and help establish a seamless
workflow. So theres more time to think and more time to get
personal the essential ingredient for quality patient care.
Awareness
Positioning
Each day should
Sales
support be a reminder
With the right tools and the ideal setup you can give
patients what they truly need and once
again experience the true joy of healing.
Awareness
Positioning
Today was a very good day
For patients with impaired mobility, every bit of reclaimed
Sales
support
Awareness
Positioning
Time to breathe easy
When patients are at their most vulnerable, AGC gives you the visibility,
Sales
support
The result is greater control of the patients status before, during and
after surgery. And better control of the operating room workflow.
Awareness
Positioning
Three essential keys for faster,
Sales
support
safer and more efficient patient care
99.99%
A single FiO2 target setting provides exceptional accuracy and control
of oxygen delivery. Recent studies* show the risk for hypoxia reduced to
less than one-hundredth of a percent in all anesthesia situations.
0% overlap
Secure consistent schedule alignment. Increased control of anesthesia
time allows for consistent on-time patient wake up, and more
predictable daily workflow.
Tonality
in imagery
Old tonality
New tonality
Our images are natural and convey authentic people and feelings.
Colors are sophisticated and down-to-earth rather than vivid and
vibrant. Blues and whites are warm rather than cold. Blacks are
dark grey rather than pitch black. Images are frequently bright
and contain clean, uncluttered areas.
Note!
Warmer colors tones will not be achieved through
higher saturation or by adding a filter.
Whites Blue
White areas within the image Blue on clothing should be dark
should be warm rather than cold. blue and warm rather than cold.
Avoid white with hints of blue. Avoid hints of purple.
Cold white. Skin looks pale and dull. Brighter, warmer white. Natural, warmer skin tone.
Cold blue tones. Warmer blue on clothing.
Image is gray. Walls and bedding is cold. Brighter. Walls and bedding have warmer tone.
Skin looks pale and dull. Natural, warm skin tones.
Cold white walls and objects. Purple clothing Brighter, warmer white. Warmer blue on clothing.
tones. Shadow areas in the face. Less shadows in the face.
Flat and cold. Shadow areas in the faces. Brighter, warmer white. Warmer blue on clothing.
Natural, warm skin tones. Less shadows.
Too much cyan. A blue filter has been applied. Whiter surroundings. Warmer blue on clothing.
A story
What we do touches peoples lives. This is a point
we always need to make in all awareness and
positioning images.
Different perspectives
Shooting with a range of perspectives allow us to capture
the full picture as well as more intimate, personal feelings.
Authenticity
The people we portray should be in their natural environ-
ment. The setting shouldnt be overly staged. Lighting
should feel authentic. Take advantage of windows and
natural light sources, without neccesarily including them
in the shot.
We aim to use authentic Getinge images. If you need to use a stock photo,
send it to marcomsupport@getinge.com for review before your purchase.
Image category
Products in studio
Photo brief
Place cut-out images on a white Use dynamic angles to emphasize Make sure the products are
background and include a light, unique design features, appealing polished and clean to present
gray drop shadow to prevent the shapes and details. an air of high quality.
products from floating.
Make the product the star. Avoid Use a soft, warm light that makes
distracting objects and shoot materials and textures feel real and
products as they are, without authentic.
unrealistic photographic effects.
Image category
Products at work
Photo brief
Capture the product being used in its Take advantage of windows and Portray real people over obvious
natural environment. natural light sources and shoot in an models. They should be natural
authentic and warm setting. Avoid rather than beautiful.
cold, clinical color tones.
Always include surrounding people Portray healthcare professionals Make sure our image range includes
interacting with the product or wor- working with Getinge products as people of different gender, ages and
king nearby it. Capture people confident and compassionate. ethnicity.
in the moment for an authentic
and unstaged look.
Use dynamic and interesting angles. Dress people wearing hospital Always check details and settings
Take advantage of depth of field. clothing in warm tones, e.g., dark with a special application expert.
The product does not have to be blue or green, or warm white or gray. Accurate depictions build trust and
placed in the center of the image. Avoid cluttered backgrounds. credibility while irregularities and
mistakes reflects poorly on the
Getinge brand.
Image category
People caregivers
Photo brief
Show people involved in an activity Use dynamic and interesting angles. Dress people wearing hospital
or conversation. Capture healthcare Take advantage of depth of field. clothing in warm tones, e.g., dark
professionals in dialogue with People do not have to be placed in blue or green, or warm white or gray.
patients and with each other. the center of the image. Avoid cluttered backgrounds.
Also shoot people looking directly Portray healthcare professionals Portray real people over obvious
into the camera. This creates a working with Getinge products as models. They should be natural
connection with the viewer. confident and compassionate. rather than beautiful.
Capture people in the moment for Take advantage of windows and Always check details and settings with
an authentic and unstaged look. natural light sources and shoot in an a special application expert. Accurate
authentic and warm setting. Avoid depictions build trust and credibility
cold, clinical color tones. while irregularities and mistakes
reflects poorly on the Getinge brand.
Make sure our image range includes
people of different gender, ages and
ethnicity.
Image category
People care recievers
Photo brief
Shoot with a range of perspectives. Care receivers are sometimes Use dynamic and interesting angles.
From a wide shot, to get the full portrayed in vulnerable situations. Take advantage of depth of field.
picture, to close-ups that convey Respect personal integrity and avoid People do not have to be placed in
a more personal feeling. excessive presence of blood and the center of the image.
gruesome details.
Show people engaged in conver- Take advantage of windows and Portray real people over obvious
sations. Also shoot people looking natural light sources and shoot in an models. They should be natural
directly into the camera to create a authentic and warm setting. Avoid rather than beautiful.
connection with the viewer. cold, clinical color tones.
Capture people in different care situ- Capture authentic details that Make sure our image range includes
ations and on their way to recovery. contribute to telling a story. people of different gender, ages and
It should be in the moment for ethnicity.
an authentic and unstaged look.
Image category
People care providers
Photo brief
Capture business professionals in Use dynamic and interesting angles. Shoot in an authentic and warm set-
their natural environment for an Take advantage of depth of field. ting. Avoid cold, clinical color tones.
authentic and unstaged look. A blurry object in the foreground
Convey the feeling that we under- conveys a documentary look and feel.
stand what it is like to run a hospital.
Show people engaged in an activity Capture people in the moment for Take advantage of windows and
or conversation. Also shoot people an authentic and unstaged look. natural light sources and avoid dark
looking directly into the camera to environments. Show offices clean
create a connection with the viewer. and in top condition.
Make sure our image range includes Portray real people over obvious
people of different gender, ages and models. They should be natural
ethnicity. rather than beautiful.
Image category
People Getinge experts
Photo brief
No matter if it is a special application Show people engaged in an activity Use dynamic and interesting angles.
expert, an international product or conversation. Also shoot people Take advantage of depth of field.
designer or someone working in looking directly into the camera to A blurry object in the foreground
manufacturing that is being portrayed, create a connection with the viewer. conveys a documentary look and feel.
always convey pride and competence.
Images for HR and recruitment Take advantage of windows and Portray real people over obvious
purposes should communicate natural light sources and avoid dark models. They should be natural rather
job satisfaction. environments. Show offices clean than beautiful.
and in top condition.
Image category
Celebrate everyday life
Use these images for media in the awareness
or positioning phase of the communication funnel.
Photo brief
To us, Passion for life means Use dynamic and interesting angles Make sure our image range includes
enjoying everyday life a life people to capture the story we want to tell. people of different gender, ages and
might not have been able to enjoy Make sure to include details that ethnicity.
without the help of Getinge products, trigger the viewers to continue
and the proffesionals using them. the story in their heads.
To portray this we capture the small Portray real people over obvious Shoot in an authentic and warm set-
moments in life. Focus on personal models. They should be natural ting. Avoid cold, clinical color tones.
stories joyus moments, the simple rather than beautiful.
pleasures of life, warm facial expres-
sions, everyday activities and conver-
sations with loved ones. Avoid shooting people looking
directly into the camera.
Image category
Corporate images
This image category is for corporate communication,
not marketing communication.
Photo brief
Use decorative images of the en- Evoke Passion for life on a higher People do not need to be included in
vironment to set a mood in corporate level. Select interesting and striking this type of visuals. If they are, show
communication, e.g., annual and scenery with natural light sources. them from a distance.
financial reports.
Colors are too cold. Colors are sophisticated and down-to-earth. Colors are too yellow and warm.
Blues and whites are warm rather than cold.
Dull and flat. Uninteresting Dynamic composition and great depth of Too elaborate and overly staged.
composition. field created with woman in the forefront
and a slight blurry background.
Lighting
Underexposed and too dark. The light looks natural and brings Overexposed and with a
warmth to the setting. conspicuous lense flare.
Too much of gritty realism. Authentic depiction of caregivers People posing in an overly
in the moment, without clutter. staged way.
The model looks dispassionate Natural looking model with a sympathe- It is too apparent that the people
and not engaged. Background is tic face with a warm expression. posing are models. Overly staged.
cluttered and dull.
A colored background makes the A light drop shadow provides depth An unnatural shadow makes the
products look unauthentic. of field and prevents the product from products look less premium.
floating.
Core
elements
Logotype
The Getinge logotype consists of a word mark and a contemporary symbol
that resembles the international pharmaceutical symbol, stressing the
connection to the medtech industry.
For which logotype to use and how to apply it, see instructions for specific
communication item.
Horizontal
logotype
Logotype
Vertical logotype
Logotype colors
The logotype can be presented in Getinge Blue, black or
white. The preferred version is Getinge Blue on a white
background. The black version is primarily used in black
and white media and, for example, when the logotype
appears together with other logotypes, as well as on
merchandise.
Positive
logotype
Negative
logotype on
Getinge Blue
background
Logotype on
images
Note! Make sure the blue tone in the symbol works against the
background, if not, use the monochromatic version instead.
Monochrome
logotype
Tagline:
Passion for life
Our tagline Passion for life emphasizes our The Getinge logotype with the Passion for life tagline
emotional connection with our customers and end can only be used when raising awareness of the Getinge
users. It represents our genuine passion for providing brand, for example in an ad. The vertical version must
innovative healthcare solutions that improve the always be centered.
every-day life for people.
For when and how to apply the logotype with tagline,
see instructions for specific communication item.
Minimum size
and clear zone
The logotype must never be boxed in.
It needs to be surrounded by a clear
zone on all sides equal to the height
of the letters in Getinge. All other 20 mm 16 mm
design elements, including the edge
of a page, must remain clear of this
space. To maintain legibility, the
logotype must never be smaller than
the minimum sizes shown here.
25 mm 20 mm
X X
X X
X X X X
X X
X X
X X X X
What not to do
Incorrect use of the Getinge logotype has a damaging
effect on the brands impact and legal protection. Here
are some examples of what not to do.
GGEETTIINNGGEE
G EE TT II N
G NG GEE
GE T I NGE
G E substitute
T I Ntypefaces
GE
GE T I NGE
Do not Do not place elements inside
in the wordmark. the clear zone.
Do not add visual effects to the logotype. Do not add a shadow to the logotype.
A
Do not create your own logotypes or
A Campaign
symbols. ItAis not allowed for any purposes,
for example services or events, or in any
Do not change the placement
Passion
A forfor
Campaignmedia life or external use.
internal
A Campaign
of the symbol. Passion for life
A
Passion for life
Campaign
Campaign A
Campaign
Passion forPassion
life for life
Passion for life A
Campaign
Passion for life
Campaign
Do not use parts of the wordmark. Passion for life
Colors
Follow the hierarchy of the Getinge
color palette at all times. Each color
on this page is shown with four diffe-
rent color values that accommodate
the most common reproduction
methods. Colors may appear slightly
lighter or darker depending on the
value.
Primary colors
Secondary colors
Accent colors
Primary colors
Secondary colors
The secondary colors in 100% are used for subtle decorative purposes.
Accent colors
Backgrounds
Backgrounds in, for example, ads, brochure and magazine
covers, and all other media that is used to raise awareness
should be in primary colors, the Getinge Blue and white.
For more neutral backgrounds, for example inside a
brochure or magazine, and for color plates, secondary
colors should be used.
Headline Headline
in Adelle in Adelle
Sans Bold Sans Bold
and Adelle and Adelle
Sans Light Sans Light
Secondary colors are used for more subtle backgrounds and color plates.
Inner Dimensions
100 %
75 %
70 %
45 %
Typography
Adelle Sans is used for all external communication, e. g.
marketing and sales material to existing and potential
customers. It is a humanist sans-serif typeface that
evokes a feeling of warmth and personality, and it is a
versatile tool for all graphic applications.
Aa
Adelle Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
Adelle Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
Adelle Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
Adelle Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
typography
Sans Bold and the sub-heading
in Adelle Sans Light. Always set a
heading on a white background in
Getinge Blue. The sub-heading may
be set in an accent color.
Adelle Sans comes in different
weights suitable for different appli-
cations. Make sure to place text and
use spacing and kerning to ensure
readability and clarity at all time.
Preamble
The preamble should be set in Adelle
Sans Light in Granite. An accent color
may be used.
Sub-heading
The sub-heading should be set in
Adelle Sans Bold in Getinge Blue. Sub-
heading may be set in an accent color.
Other elements on the same spread
may appear in the same accent color.
Qoutes
The quote should be set in Adelle
Sans Thin. Use an accent color to
draw attention to the quote. Only use
one accent color on a spread. Caption
Caption should be set in Adelle
Sans Regular in Granite.
Body copy
Body copy should be set in
Adelle Sans Regular in Granite.
Body copy in Adelle Sans Regular. Lorem ipsum dolor sit amet,
no doctus oblique tibique mei, volutpat tincidunt an per, eum ne
scripta intellegat scripserit. Usu veniam nostro audire ad, te usu
vulputate sententiae. Agam paulo omittam eu quo. Mei nulla eir-
mod assentior ex, id laudem scriptorem vel. Semper persius sea
et, ei vel nihil rationibus signiferumque, eu singulis complectitur
mea. Vim te inani docendi percipit, graeci persius sea eu.
Quote in
Adelle Sans Thin Caption in Adelle Sans Regular.
Sea alii dissentiunt at, te vero mediocrem mel. Te quodsi doctus Lorem ipsum dolor sit amet, no doctus oblique tibique mei,
vis, et pro agam eius. Fugit populo adolescens nam ei, ea facilis volutpat tincidunt an per, eum ne scripta intellegat scripserit. Usu
efficiendi sit, his ne idque suscipit. Iusto mundi sonet mel in, his veniam nostro audire ad, te usu vulputate sententiae. Agam paulo
eu dictas persius. Eu officiis inimicus neglegentur per. omittam eu quo. Mei nulla eirmod assentior ex, id laudem scripto-
Cum te hinc insolens delicata, duo ad modus putant nonumes, cu rem vel. Semper persius sea et, ei vel nihil rationibus signiferum-
numquam scaevola mnesarchum sea. Nonumy iisque accusamus que, eu singulis complectitur mea. Vim te inani docendi percipit,
quo cu, pericula evertitur eu quo, accommodare delicatissimi pri graeci persius sea eu.
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Light
Heading in
Adelle Sans Bold
Adelle Sans Light
Only Getinge Blue, white or Granite
can be used for headings on images.
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Light
Heading in
Adelle Sans Bold
Adelle Sans Light
Body copy in Adelle Sans Regular. Lorem ei vel nihil rationibus signiferumque, eu
ipsum dolor sit amet, no doctus oblique singulis complectitur mea. Vim te inani
tibique mei, volutpat tincidunt an per, docendi percipit, graeci persius sea eu.
eum ne scripta intellegat scripserit. Usu
veniam nostro audire ad, te usu vulputate Subheading in Adelle Sans Bold
sententiae. Agam paulo omittam eu quo. Alii dolorem ceteros ius ut, et vel salutatus
Mei nulla eirmod assentior ex, id laudem voluptaria, eos ad case definiebas. Probo
scriptorem vel. Semper persius sea et, facer has at, mei ne quando graecis pha-
Quote in
Adelle Sans Thin
Body copy in Adelle Sans Regular. Lorem ei vel nihil rationibus signiferumque, eu
ipsum dolor sit amet, no doctus oblique singulis complectitur mea. Vim te inani
tibique mei, volutpat tincidunt an per, docendi percipit, graeci persius sea eu.
eum ne scripta intellegat scripserit. Usu
veniam nostro audire ad, te usu vulputate Subheading in Adelle Sans Bold
sententiae. Agam paulo omittam eu quo. Alii dolorem ceteros ius ut, et vel salutatus
Mei nulla eirmod assentior ex, id laudem voluptaria, eos ad case definiebas. Probo
scriptorem vel. Semper persius sea et, facer has at, mei ne quando graecis pha-
Quote in
Adelle Sans Thin
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Light
Heading in
Adelle Sans Bold
Sub-heading in Adelle Sans Light
Body copy in Adelle Sans Regular. Lorem ipsum dolor sit amet, Body copy in Adelle Sans Regular. Lorem ipsum dolor sit amet,
no doctus oblique tibique mei, volutpat tincidunt an per, eum ne no doctus oblique tibique mei, volutpat tincidunt an per, eum ne
scripta intellegat scripserit. Usu veniam nostro audire ad, te usu scripta intellegat scripserit. Usu veniam nostro audire ad, te usu
vulputate sententiae. Agam paulo omittam eu quo. Mei nulla vulputate sententiae. Agam paulo omittam eu quo. Mei nulla
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Light
Heading in
Adelle Sans Bold
Sub-heading in Adelle Sans Light
Body copy in Adelle Sans Regular. Lorem ipsum dolor sit amet, Body copy in Adelle Sans Regular. Lorem ipsum dolor sit amet,
no doctus oblique tibique mei, volutpat tincidunt an per, eum ne no doctus oblique tibique mei, volutpat tincidunt an per, eum ne
scripta intellegat scripserit. Usu veniam nostro audire ad, te usu scripta intellegat scripserit. Usu veniam nostro audire ad, te usu
vulputate sententiae. Agam paulo omittam eu quo. Mei nulla vulputate sententiae. Agam paulo omittam eu quo. Mei nulla
Graphic pattern
The discreet graphic pattern has been created from the
symbol that is part of the Getinge logotype. The purpose of
the pattern is to bring the Getinge identity to life in physical
environments such as exhibitions and offices. It can be used
on a glass walls and fabrics.
Headline in
Adelle Sans Bold
sub-heading in Adelle Sans Light
Lest, sendae. Olore vit illacerit quam, conseque reperitat abo. Doloria quo mossi
anit lit velessi tatempor re santiur? Qui reriantesed qui apis mos volutempore
nihitiissit ommolecessin con porume pa dolorio blaborio odi de ea ius de nos
dendit iunt eicia dolupti squuntias ad ex estint.
LO R E M I PS U M D O LO R 7
Facilities
Getinge in
print
Awareness
Positioning
Sales
support
Awareness Awareness
Positioning
The headline is emotional, compelling and/ The image of every day life with The image of daily care with
or inspirational. Combined with an image people interacting occupies people interacting occupies
of everyday life or daily care with people most of the visual space. most of the visual space.
interacting, it is attention grabbing and tells
an engaging story.
For more information visit www.getinge.com For more information visit www.getinge.com
Body copy is short with a warm The logotype contains the Include for more information
tone of voice. It does not go into tagline Passion for life. and web address.
detail about our offering.
Positioning
Awareness
Positioning
Sales
support
This type of communication states the benefits of
products and solutions confirming the position of
Getinge as a leading medtech company.
The headline highlights benefits in an The main image of an every day life or care
emotional or interesting way pinpointing situation occupies most of the visual space.
how the product or solution from Getinge
makes a difference in someones life.
Time to
breathe easy Today was
a very good day
When patients are at their most vulnerable, AGC gives you For patients with impaired mobility, every bit of
the visibility, control and preciseness needed to provide reclaimed independence is an important step
more personalized and safer treatment.
towards feeling whole again.
Safe, convenient and cost-effective, AGC is engineered to improve forecasting and
Our comprehensive range of standing and raising aids are designed
control of anesthetic agents during induction and emergence of anesthesia.
to support all levels of mobility. And to encourage each patient to
The result is greater control of the patients status before, during and after surgery.
make today a good one.
And better control of the operating room workflow.
For more information visit www.getinge.com For more information visit www.getinge.com
A smaller, cut-out image Body copy is short and presents Include a clear call to action Logotype without
of the product may also the most interesting details and web address. tagline.
be included. about the product or solution in
a captivating way.
Sales support
Awareness
Positioning
Sales
This type of communication provides evidence that support
a smarter washer disinfector These savings quickly add up, giving you a rapid
return on investment.
environment. Because Getinge GSS67H uses less
resources than other sterilizers, you can improve
your environmental profile while saving money.
Its better for everyone.
for faster, safer and more efficient patient care Energy consumption Water consumption
A single FiO2 target setting provides Recent studies** show that practitioners Secure consistent schedule alignment. In-
exceptional accuracy and control of manually adjust FGF, O2 and anesthetic creased control of anesthesia time
oxygen delivery. Recent studies* show the flows 3 to 4 times during a procedure. On allows for consistent on-time patient
risk for hypoxia reduced to less average this equates to up to 20% of time wake up, and more predictable daily work- 5%
than one-hundredth of a percent in all spent with each procedure. AGCs automa- flow.
anesthesia situations. tic gas flow ensures an accurate EtAA for Comparable GSS67H Comparable GSS67H
sterilizer sterilizer
the desired time.
Ask your Getinge representative to show you exactly how much you stand to save by
using our Lifecycle Calculation tool.
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Include a clear call to action Logotype without Body copy is longer and more detailed. It presents
and web address. tagline. facts and clinical results in a professional language
understood by the target group.
Advertising
All ads must have a defined target audience and a clear purpose
to either raise awareness, position the brand or support sales.
1/3 X
1/3 X
1/4 of height
1/3 X
1/3 X
1/4 of height
1/3 X
1/4 of height
Heading
1/3 X
1/3 X
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1/4 of height
1/3 X
1/3 X
1/2 X X 1/3 X
Sales
Sales Sales
support
support
support
Heading in
Heading in Adelle Headline in Adelle Sans Bold
Sans Bold Adelle Sans Bold sub-heading in Adelle Sans Light
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For more information contact www.getinge.com
www.getinge.com
For more information contact www.getinge.com
This is an example of an ad to raise This ad is used to position the This ad support the sales phase.
awareness of the Getinge brand. Getinge brand.
The cut-out product image is
The logotype contains the Passion The image covers 3/4 of the ad and presented on a white background.
for life tagline. The ad contains an the heading is set in white. The A light drop shadow prevents it
image of everyday life with people cut-out product image is always from floating. The heading and the
interacting and the heading and presented on a white background. logotype are set in Getinge Blue. An
logotype is set in Getinge Blue. Body A light drop shadow prevents it from accent color is used to draw attention
copy is set in Granite to make it easy floating. An accent color draws to the sub-heading and preamble.
to read. The heading in an ad can be attention to the sub-heading. Body Body copy is set in Granite.
set in Getinge Blue, white or Granite, copy is set in Granite. The heading
depending on which one provides in an ad can be set in Getinge Blue,
best legibility. white or Granite, depending on which
one provides best legibility.
Brochure cover
Margins are set in proportion to the width of the Getinge
logotype on the front cover.
2/5 X
2/5 X
1/3 of height
2/5 X
2/5 X
1/3 of height
2/5 X
2/5 X
Heading X
Sub-heading
1/3 of height
1/5 X
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2/5 X Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.com
Sales Office 1234 Street Address City, State and code Country +00 000 000 000 salesoffice@getinge.com
2/5 X
2/5 2/5
X X X
A3/Legal
X=63 mm/2.4
A4/US letter
X=45 mm/1.8
Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.com Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.com
Sales Office 1234 Street Address City, State and code Country +00 000 000 000 salesoffice@getinge.com
information.
Brochure pages
2/5 X
2/5 X
Heading
1/3 of height
Sub-heading
2/5 X
2/5 X
1/3 of height
2/5 X
NAME OF BROCHURE 18
2/5 X
1/5 X
2/5 X 2/5 X
Examples
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et quoditia perro quuntem. Lea quam, aut
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Sub-heading Sub-heading
100 % 75 % 100 %
25 %
57%
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Magazine cover
Margins are set in proportion to the width of the Getinge
symbol on the front cover.
3/4 X X 3/4 X
3/4 X
3/4 X
Exception! The stand
Title
1/4 of height
3/4 X
3/4 X
1/4 of height
Image area
3/4 X
3/4 X
1/4 of height
3/4 X
Headline
3/4 X
1/4 of height
3/4 X
Magazine
Sub-heading in Adelle Sans Light on one line
Headline in
06
Adelle Sans Bold
Margins are set in proportion to the width of the Getinge logotype on the front cover.
2/5 X
2/5 X
1/3 of height
2/5 X
Image area
2/5 X
1/3 of height
2/5 X
2/5 X
Product name X
Sub-heading
1/3 of height
1/5 X
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2/5 X Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.com
Sales Office 1234 Street Address City, State and code Country +00 000 000 000 salesoffice@getinge.com
2/5 X
2/5 2/5
X X X
A3/Legal
X=63 mm/2.4
A4/US letter
X=45 mm/1.8
Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.com
Sales Office 1234 Street Address City, State and code Country +00 000 000 000 salesoffice@getinge.com
P R O D U C T S P E C I F I C AT I O N
www.getinge.com PN XXXX-XXX XXXX
2/5 X
2/5 X
1/3 of height
2/5 X
2/5 X
Columns: 6
1/3 of height
Space between
columns = 6 mm/0,24 inch
2/5 X
2/5 X
1/3 of height
2/5 X
1/5 X
2/5 X 2/5 X
Example
6710 660 x 700 x 1000 mm 481 L 468 L The same accent color as on the cover
6713 660 x 700 x 1300 mm 621 L 609 L highlights key information and sub-headings.
6717 660 x 700 x 1700 mm 809 L 796 L
A secondary color makes the information in
6720 660 x 700 x 2000 mm - 937 L
the table easier to read.
GSS6710 6 6 6
GSS6713 8 9 9
GSS6717 10 12 12
GSS6720 12 12 12
1 STU = 600 x 300 x 300 mm, 1 ISO = 600 x 400 x 200 mm, 1 SPRI = 585 x 395 x 195 mm
2/5 X
2/5 X
Product name
1/3 of height
Sub-heading
2/5 X
2/5 X
1/3 of height
2/5 X
2/5 X
1/3 of height
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2/5 X prerfer ioreium simus eatemol upistrum reriat assum illaceste plabore perume simet et alit am am conseque
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www.getinge.com
2/5 X
2/5 2/5
X X X
Columns: 6
Space between columns = 6 mm/0,24 inch
P R O D U C T S P E C I F I C AT I O N
Chamber volume Inner Dimensions Chamber Volume (Nominal Internal)
Product Specification
Sub-heading in Adelle Sans Light on max one line
Capacity Model STU ISO SPRI
GSS6710 6 6 6
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Backed by more than 100 years of experience, Getinges GSS6713 8 9 9
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global reach and extensive installed base, provides us
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GSS6717 10 12 12
The sterilizer design includes stainless steel chamber, Optional installation alternatives are: - Control side
G1101 Cabinet Enclosure (single door).
door, piping and components, is designed to facilitate - Non-control side
G1102 Mixed. Recessed into wall on non-control side an
easy cleaning and service. cabinet on control side (double door). Control cabinet service access
Control side
GSS67H is serviced from left side as seen from control side
Non-control side
as standard. Optional service alternative is:
G1112 Right side service.
Power cabinet service access
Sub-heading in Adelle Sans Bold Sub-heading in Adelle Sans Bold
Control side. Into packing area (only applicable with side-
Quality StatementSolupti Confidence invollest
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The vacuum pump on GSS67 is normally placed within the
sterilizer. Optionally it can be located remotely, up to 15m mounted operator panel)
hallmark of all our external and internal commitments, activities and products. away from the sterilizer, on the same floor or below. Non control side. Into sterile area (only applicable for
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Products and services supplied by Getinge
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conform to the agreed terms and
molorem porporecusa dolupti quamus et, voluptibusam G1142 Remote located Vacuum pump. double door and sidemounted operator panel )
expectations.
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Application The sterilizer is intended to sterilize wrapped and unwrapped medical items suited
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for high pressure steam sterilization at a temperature between 121C and 135C, www.getinge.com
such as surgical instruments, hard goods, textiles, gowns, towel packs, containers,
paper and plastic items.
Customer Reference
1/10
3/4 X
C A S E S T U DY/A RT I C L E / W H I T E PA P E R
3/4 X
3/4 X
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3/4 X
3/4 X Title
1/3 of height
3/4 X
2 LO R E M I PS U M D O LO R
3/4 X 1/2 X
3/4 3/4
X X
C A S E S T U DY/A R T I C L E / W H I T E PA P E R
References
on max two lines 2. Sequas di tem voluptam untiunt moloris abor sanihic ipsandam ut ut autem niminctes
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Heading in
Adelle Sans Bold See brochure cover
Et verum eatectius, elestet deri occus et ut harum di voloreh for measurements and
logotype placement.
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offic tem qui conetur. Harcipsam landam et, sincia quae etur, omnisim ilibernate iduntis nonseniet faci blabo.
Pages example
Sub-heading in Adelle Sans Light on one line The heading on the white back-
ground must be set in Getinge
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Blue. The sub-heading may be
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one accent color throughout
the entire white paper.
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60
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30
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4 LO R E M I PS U M D O LO R LO R E M I PS U M D O LO R 5
2/5 X
W H I T E PA P E R /C A S E S T U DY/A R T I C L E
2/5 X
Heading
1/3 of height
Sub-heading
Icaectur aut offictiorit provit aut aut harciendit ant ditat am, alit
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2/5 X
2/5 X
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2/5 X
Logotype width
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Example
C A S E S T U DY
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qui dollorepero temqui sequas endem simusdantis iusa venihil This example illustrates the proper
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reiundiciae omnim unt hic tem. Itatet re verum volorectibus int,
con nobis quas quid quam facerum aut exceptat mo tem est.
ground is white.
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temper ruptam que eossimi llitaturepro dolorunt.
Posters, portrait
1/3 X
1/3 X
1/3 of height
1/3 X
1/3 X
Heading
1/3 of height
1/3 X
1/3 X
Sub-heading
Porias peruntiustis rehent, odit, etur, consed quis mos sit aut unt, officieturi
ulpa is abo. Doluptat omnit volupta volor sent am eius voluptas eligni
doluptium liquissiti odigenti que iumqui dolore sinihilla qui berundam auta
1/3 of height
1/3 X
1/3 X
1/3 X X 1/3 X
Examples
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Bold Sub-heading in Adelle Sans Light
Sub-heading in on max two lines
Adelle Sans Light Porias peruntiustis rehent, odit, etur, consed quis mos sit aut unt, officieturi
ulpa is abo. Doluptat omnit volupta volor sent am eius voluptas eligni
doluptium liquissiti odigenti que iumqui dolore sinihilla qui berundam auta
derfera enis acerior ehendis.
The heading is set in Getinge Blue, The heading is set in Getinge Blue, white
white or Granite. Since this is an or Granite. In this case a white heading
awareness poster, the logotype provides best legibility. Sub-heading is
contains the Passion for life tagline. set in an accent color. Body copy is set
in Granite.
Posters, landscape
1/3 X
1/3 of height
1/3 X
Heading
1/3 X
1/3 X
1/3 of height
1/3 X
1/3 X
Sub-heading
1/3 of height
Porias peruntiustis rehent, odit, etur, consed quis mos sit aut unt, officieturi
ulpa is abo. Doluptat omnit volupta volor sent am eius voluptas eligni
doluptium liquissiti odigenti que iumqui dolore sinihilla qui berundam auta
derfera enis acerior ehendis.
1/3 X
1/3 X
1/3 1/3
X X X
1/3 X
Heading
1/3 X
1/3 X
Porias peruntiustis rehent, odit, etur, consed
quis mos sit aut unt, officieturi ulpa is abo. Logotype width
on poster
Doluptat omnit volupta volor sent am eius
voluptas eligni lupta volor sent am eius vo
1/3 of height
A3/legal
X=65 mm/2.6
1/3 X
1/3 X
A1
1/3 of height
X=130 mm/5.2
1/3 X
700x500 mm
1/3 X
X=110 mm/4.2
1/3 1/3
X X X
1000x700 mm
Image area = 2/3 of the width. X=160 mm/6.1
Examples
Heading in
Adelle Sans Heading in
Adelle Sans Bold
Bold
Sub-heading in
Adelle Sans Light
Sub-heading in Adelle Sans Light
on max two lines
Porias peruntiustis rehent, odit, etur, consed quis mos sit aut unt, officieturi
ulpa is abo. Doluptat omnit volupta volor sent am eius voluptas eligni
doluptium liquissiti odigenti que iumqui dolore sinihilla qui berundam auta
The heading can be set in Getinge The heading can be set in Getinge Blue, white or Granite.
Blue, white or Granite. Since this is In this case a white heading provides best legibility. Body
an awareness poster, the logotype copy is set in Granite.
contains the Passion for life tagline.
Background may be white or Getinge Blue. Follow rules
on how to apply colors for heading as specified for the
background color.
Heading in
Adelle
Sans Bold
Sub-heading in Adelle Sans
Light on max two lines
Posters, instructional
Instructional posters often present user instructions for
products and are important in sales. They mostly contain
images with explanatory texts. The instructional poster
must never be cluttered or contain too much text.
X 1/3 X
1/3 X
Heading
Sub-heading
1/3 X
1/5 X
Divide this area into wanted numbers of rows and columns
1/5 X
1/5 X
1/3
X
Start
Push then twist to firmly attach Using the provided 30cc syringe Twist and remove the syringe, keeping Insert needle at 45 angle or Make a small incision at the exit Insert the vessel dilator over the
the one-way valve to the male apply a 30cc vacuum. the one-way valve attached to the male less, then insert 0.025 (0.06cm) of the guidewire. guidewire, tapered end first.
luer fitting of the IAB catheter. luer fitting of the IAB catheter. guidewire.
7 8 9 10 7 8 9 10
Choose method
A or B. Carefully spread the subcuta- Remove the IAB catheter from the Advance the IAB catheter over Advance the sheath seal as close Insert the introducer dilator into 1 Advance sheath over guidewire Remove the IAB catheter from the Advance the IAB catheter in short
neous tissue to facilitate sheath- T-handle by pulling STRAIGHT out to the guidewire into the artery in to the insertion site as possible the sheath hub and secure. into artery using a rotary motion. T-handle by pulling STRAIGHT out to 1 strokes through the sheath into
less insertion. avoiddamaging it. short 1 strokes until correct and secure the IAB catheter to the avoid damaging it. the artery until correct placement
placement is achieved. patients leg. 2 Withdraw introducer dilator is achieved. Push the sheath seal
leaving sheath in place. into the hub of the sheath and
secure the IAB catheter to the
patients leg.
11 12 13 14 15 16 16
Remove the guidewire and Perform a manual flush of the Attach a standard arterial fluid Twist and pull to remove the Connect the IAB catheters male 1 Connect male luer fitting of 1 Connect male luer fitting of
aspirate 3cc of blood from the inner lumen with 3-5cc of flush pressure monitoring apparatus. one-way valve from the IAB luer fitting to the female luer catheter extender to Safety Disk catheter extender to Pneumatic
inner lumen. solution. catheter. fitting of the catheter extender. of CS300. Module of CARDIOSAVE.
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prerfer ioreium simus eatemol upistrum reriat assum illaceste plabore perume simet et alit am am conseque
elignimpor sandis quiduntis et, sum facepercim ipit, sa etur magnietur sa deni sed erorerite rene molorro modi. www.getinge.com
Roll-ups
1/3 X 1/5
X X
A single, stand alone roll-up must 1/5 X
always be in Getinge Blue or white.
2/3 X
If there are several roll-ups in a
group, and at least two of them
are Getinge Blue or white with the
Getinge logotype, a roll-up with a full Heading
bleed image, no logotype, is allowed. Sub-heading
A roll-up in an accent color may also
be part of the group. An accent-
colored background on a single
stand alone roll-up is not allowed.
1/3 of
height
1/5
X
X=320 mm/12.8
White background. Getinge Blue background. Full bleed image. Since this White background with
is an awareness roll-up e.g. seminar agenda or
the logotype contains the educational information.
Passion for life tagline.
1/4 of height
1/3 of height
Heading
Heading 1/5 X
1/5 X
Sub-heading
1/5 X
1/4 of height
1/5 X
1/3 of height
1/5 X
1/5 X
1/4 of height
1/5 X
1/5 X
1/5 X
1/5 X
1/3 of height
1/5 X 1/5 X
1/5 X 1/5 X
1/3 1/5
X X X
Heading in
Heading in Adelle Sans Bold Heading in Adelle
on two lines Adelle Sans Sans Bold
Sub-heading in Adelle Sans Light
Bold
Body copy. Obit, imus re volum re estis
atiatur, tectisciet harum quiam dolup
tae autemporitio quidem sinimpo stot
aquamet tectisciet harum quiam
1/4 1/5
X X
1/5 X
1/3 of height
Heading in
Adelle Sans Bold
1/5 X
1/5 X
1/3 of height
1/5 X
1/4
X X
Image area
1/5 X
1/5 X
Heading
1/3 of height
1/5 X
1/5 X
1/3 of height
1/5 X
Examples
Heading in
Adelle Sans
Bold lorem
Find out more at www.getinge.com