BD 10901 MAX Brand Book Lv22 010317 · 2018-08-05 · brand recognition . (See “Color Palette,”...

BD MAX BRAND GUIDELINES | 12 .15 .16

B D M A X™ B R A N D G U I D E L I N E S

STYLE?

HOW CAN YOU ACHIEVE

INTRODUCTION | BD MAX BRAND GUIDELINES | 2BD MAX BRAND GUIDELINES |

Podium sign22” x 47”

© 2016 BD. BD and the BD Logo are trademarks of Becton, Dickinson and Company.

Our standards are central to creating

a unifying systematic visual for the BD MAX™

brand that speaks to people throughout the

world. By applying these standards consistently,

we provide clarity for our customers and evoke

positive emotional responses.

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TABLE OF CONTENTS

CONTENTS | BD MAX BRAND GUIDELINES |

CAMPAIGN OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

VISUAL GUIDELINES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

BD MAX Brand Building Blocks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Supporting Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

BD MAX Letter Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

BD MAX Lockup . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

BD Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Primary Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Color Assignments by Extension . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Color Assignments by Syndromic Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Partner Assays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Charts and Graphs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Typography (Print) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Typography (Non-Print) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Page Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Sales Collateral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Conference Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

EDITORIAL GUIDELINES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Copy Tone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Key Messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Quotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Writing Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

CONTACT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

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INTRODUCTION | BD MAX BRAND GUIDELINES | 4

C A M P A I G N O V E R V I E W

CONTENTS | BD MAX BRAND GUIDELINES | 4

The mission of the BD MAX campaign is to directly address the target audience of the “happy customer,” or the laboratory decision maker who uses the BD MAX System and testing solutions to not only improve lab performance but also to positively impact patient care .

From its ability to promote greater workfl ow effi ciency in the lab to its fi nancial appeal in reducing cost of ownership to its end result of augmenting patient management, BD MAX helps various stakeholders in the hospital environment to achieve MAX Impact .

Applying the following brand guidelines consistently can help to foster recognition of and trust in the BD MAX brand across all marketing channels to our audiences . The elements required to express our brand identity consistently are detailed in the following Visual and Editorial Guidelines .

CAMPAIGN OVERVIEW | BD MAX BRAND GUIDELINES | 4

“Tests that take hours as opposed to days ... will have a positive patient impact.”

Scientifi c Director of the Esoteric Testing/R&D DepartmentTampa General Hospital IMPACT?

HOW CAN YOU ACHIEVE

References: 1. Centers for Disease Control and Prevention. Recommendations for the laboratory-based detection of Chlamydia trachomatis and Neisseria gonorrhoeae—2014. MMWR Recomm Rep. 2014;63(RR-02):1-19. 2. Hirvonen JJ et al. Comparison of BD Max Cdiff and GenomEra C. difficile molecular assays for detection of toxigenic Clostridium difficile from stools in conventional sample containers and in FecalSwabs. EJCMID. 2015;34(5):1005-1009. 3. Mortensen JE et al. Comparison of time-motion analysis of conventional stool culture and the BD MAX Enteric Bacterial Panel (EBP). BMC Clin Pathol. 2015;15:9. 4. Le Guern R et al. Evaluation of a new molecular test, the BD Max Cdiff, for detection of toxigenic Clostridium difficile in fecal samples. J Clin Microbiol. 2012;50(9)3089-3090. 5. Bauman M. Transitioning from culture to molecular: implementation and integration of BD Max Enteric Bacterial Panel at Cincinnati Children’s Hospital. ADVANCE Healthcare website. http://laboratory-manager.advanceweb.com/SharedResources/Downloads/2015/051815/bd_advertorial.pdf. Updated June 2015. Accessed June 1, 2016. 6. Felder RA et al. Process evaluation of an open architecture real-time molecular laboratory platform. J Lab Autom. 2014;19(5):468-473.

© 2016 BD. BD, the BD Logo and BD MAX System are trademarks of Becton, Dickinson and Company. BD, 7 Loveton Circle, Sparks, MD 21152-0999 USA Tel: 1.800.638.8663 bd.com/ds

Workflow efficiency for timely patient management1-3

Diagnostic speed and accuracy to aid in fast, appropriate treatment1,2,4,5

Testing versatility for a wide range of patients6

Expand your lab’s molecular testing potential

Visit bd.com/ds to find out how

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VISUAL GUIDELINES | BD MAX BRAND GUIDELINES |

V I S U A L G U I D E L I N E S

The Visual Guidelines for the BD MAX brand serve as a resource for showcasing how campaign elements can be executed across print and digital collateral . Proper use of the logo, imagery, color sets, charts and graphs, and typography are shown in a variety of examples that provide a sense of consistency, whether viewed singly or along with other pieces .

5

BRAND BUILDING BLOCKS | BD MAX BRAND GUIDELINES |

BD MAX BRANDBUILDING BLOCKS

Our brand elements serve as the building blocks for executing the look and feel of the BD MAX System across all marketing channels . Together, these elements include our logo, photography, typography, and colors, building the foundation for our unique brand expression .

BD MAX Lockup

Supporting Images

HOW CAN YOU

IMIZE • Workfl ow e� ciency for timely patient management1-3

• Diagnostic speed and accuracy to aid in fast, appropriate treatment1,2,4,5

• Testing versatility for a wide range of patients6

EXPAND YOUR LAB’S MOLECULAR TESTING POTENTIAL.

IT’S POSSIBLE WITH THE BD MAX™ SYSTEM.

IMPACT?

BD MAX Letter Images

Primary colors Secondary colors

Typography (Print)Gotham CondensedBebas Neue Bold

ABCDEFG123 ABCDEabc 123ABCDEabc 123

ABCDEabc 123 ABCDEabc 123

6

SUPPORTING IMAGES | BD MAX BRAND GUIDELINES | 7

SUPPORTING IMAGES

Imagery drives the mood behind our print and digital collateral . Monotone images of healthy people in natural poses carry the progressive, optimistic, and emotional tone of this campaign through various executions . We explore interesting close-ups and crops to enhance the photographs to the fullest extent possible .

The images are often used in conjunction with the BD MAX color palette, particularly the spectrum of blue and orange hues, to reinforce brand recognition . (See “Color Palette,” p . 11 .) The choice of a core color and its tints should be derived from the image and integrated into the angles and throughout the collateral . See the examples to the right .

HOW CAN YOU






IMPACT?

7

BD MAX IMAGES | BD MAX BRAND GUIDELINES |

BD MAXLETTER IMAGES

We use images to provide context for the BD MAX brand . The duotone MAX letters are a unique, versatile visual element that helps diff erentiate our brand . The letters can feature images of laboratory decision makers or patients, depending on which word follows “MAX” (e .g ., “Impact,” “Confi dence,” etc .) .

Images of lab decision makers—portraits of the “happy customer” persona—will always appear within the capital letter “M” of “MAX,” ideally looking into the camera . The letters “A” and “X” will feature patients; the preferred execution is that they look away from the camera . Inclusion of these photos within the letters spelling “MAX” speaks to the emotional benefi t derived from achieving maximum impact on patient management .

For printed collateral, “MAX” and its integral imagery lend themselves well to the die-cut format for door drops, direct mail pieces, and other healthcare conference–related marketing materials . (See “Conference Materials” pp . 27-28 .)

Decision Maker Patients



FPOFPOFPOFPOFPOFPOFPO

8

BD MAX LOCKUP | BD MAX BRAND GUIDELINES |

Used on a Solid Color

Minimum Space Requirement

Minimum Size

3/8”

PMS 2145 CPC98 M62 Y0 K14R0 G69 B147HEX: 004593

PMS 1655 CPC4 M73 Y98 K0R242 G119 B7HEX: F27707

Color Logo with Color Builds

BD MAX LOCKUP

The visual elements of the BD MAX logo, the tagline “MAXimize Success,” and the product photo are grouped together and colloquially referred to as “the lockup .” Deploying the lockup eff ectively is essential to building our brand . It ideally should be placed in the bottom-right corner of a piece to serve as a signature that provides closure to the brand messaging . If the bottom-right corner is not feasible, then select the most appropriate section of real estate on the collateral that ensures visual prominence .

Use the primary full-color logo whenever possible to ensure brand consistency .

X = cap height of “SUCCESS”

X

X

X

X

X

9

BD LOGO | BD MAX BRAND GUIDELINES |

BD LOGO

Minimum Space Requirement

X = cap height of “B”

X

X

XX

Used on Solid Color

Minimum Size1/2”

In addition to the BD MAX logo, the BD logo—comprised of the aspirational symbol and the logotype—should always be prominently included on each BD MAX piece of advertising .

Ensure that the BD logo is isolated from all other words, images, and designs and the outside edges of printed collateral . When white space does not allow for optically obvious isolation, use the height of the “B” in “BD” as the unit from which to measure minimum clear space around the respective logo . The height of the “B” is designated as variable (“X”) . The amount of white space on all 4 sides of the logo should at least be X distance away from the logo, as shown on the right .

Use common sizes for each logo and set a minimum standard size that ensures protection for both logos . Scale the BD MAX and BD logo elements together as units to ensure that the approved proportions and relationship between these elements will always be maintained .

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25Print collateral

Back to Table of contents04.01.2016

Primary blue

Purple

Pink Primary orange

Green

TealCyan

Yellow

Color

COLOR | BD MAX BRAND GUIDELINES |

COLOR PALETTE

BD Color Palette

Visual branding reinforcement for BD MAX is made possible through the vibrant, crisp hues and emotional overtones of the BD color palette . The palette has been extended with Yellow and Cyan to lend a more contemporary feel and add depth and dimension . Ranging from the cool, clinical, and authoritative tone of the Primary Blue to the boldness of Pink, the BD MAX color palette intimates a sense of innovation in healthcare .

For each BD MAX execution, whether in print or digital format, the overall tone, image anchors, and presentation of copy will be driven by selected colors from this palette .

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HOW CAN YOU






GOALIMPROVING PATIENT CARE WITH SPEED AND ACCURACY

CHALLENGETraditional methods are slower, which can contribute to:

• Inappropriate or ine� ective treatment

• Extended hospital staysfor patients

MAX PERFORMANCE?HOW CAN YOU ACHIEVE

BD MAX SYSTEM VERSUS CULTURE HIGHER SENSITIVITY8

FASTER TIME TO RESULT2,3

IMPACT? LEADING TO TIMELY PATIENT MANAGEMENT1

MOLECULAR TESTING

REDUCES TIME TO RESULT

FOR FAST, APPROPRIATE TREATMENT“The advantages of the

BD MAX TM System are that we are able to get results very quickly and correctly. Above all, it is very fast and gives us accurate results.”Clinical MicrobiologistAkdeniz University Hospital

HOW CAN YOU ACHIEVEGOAL REACHING MORE PATIENTS WITH THE RIGHT TESTS AT THE RIGHT TIME

CHALLENGE The lab needs one system with the ability to provide:

• A variety of testing options for infection control

• An expanding o� ering to keep up with emerging diagnostic requirements

• Tailored options based on specifi c patient needs

MAX VERSATILITY?LEVERAGE CLINICALLY RELEVANT ASSAYS FOR A WIDE RANGE OF PATIENTS

The BD MAX™ System is cleared or approved by the FDA only when used with BD MAX IVD assays which have been cleared or approved by the FDA. IVD assays, research use only (RUO) assays and user-defi ned protocols (UDP) cannot be combined in the same rack.

“One of the attractions of the BD MAX System was ... tests that are available, and future tests that could be put onto it.”Microbiology Manager Hampshire Hospital’s NHS Foundation Trust

WOMEN’S HEALTH AND STI

Innovative Design for Clinical Impact

GBS CT/GC/TV Vaginal Panel Additional assays in development

THE BD MAX SYSTEM FEATURES • A broad and fl exible syndromic test selection

• An innovative assay pipeline, with complete testing solutions in development

• A suite of Open System Reagents for User-Defi ned Protocols

GASTROINTESTINAL

Focused Panels for Targeted Solutions

Enteric Bacterial Panel Enteric Parasite Panel Additional assays in development

HEALTHCARE-ASSOCIATED INFECTIONSTest the Right Targets to Reduce Transmission

Cdi� MRSA XT

StaphSR

OPEN SYSTEM REAGENTS

Open to Possibilities

Kits for the extraction of DNA or TNA Mastermix

A BROAD SUITE OF MOLECULAR SOLUTIONS

US NON-Tradeshow

GET ANSWERS FOR MORE PATIENTS, FASTER.THE BD MAX SYSTEM CAN HELP.

HOW CAN YOU ACHIEVEMAX EFFICIENCY?

REFERENCES:1. Centers for Disease Control and Prevention. Recommendations for the laboratory-based detection of Chlamydia trachomatis and Neisseria gonorrhoeae—2014. MMWR Recomm Rep. 2014;63(RR-02):1-19.2. Hirvonen JJ et al. Comparison of BD Max Cdi� and GenomEra C. di� cile molecular assays for detection of toxigenic Clostridium di� cile from stools in conventional sample containers and in FecalSwabs. EJCMID. 2015;34(5):1005-1009. 3. Mortensen JE et al. Comparison of time-motion analysis of conventional stool culture and the BD MAX Enteric Bacterial Panel (EBP). BMC Clin Pathol. 2015;15:9. 4. Le Guern R et al. Evaluation of a new molecular test, the BD Max Cdi� , for detection of toxigenic Clostridium di� cile in fecal samples. J Clin Microbiol. 2012;50(9):3089-3090.5. Bauman M. Transitioning from culture to molecular: implementation and integration of BD Max Enteric Bacterial Panel at Cincinnati Children’s Hospital. ADVANCE Healthcare website. http://laboratory-manager.advanceweb.com/SharedResources/Downloads/2015/051815/bd_advertorial.pdf. Updated June 2015. Accessed June 1, 2016.6. Felder RA et al. Process evaluation of an open architecture real-time molecular laboratory platform. J Lab Autom. 2014;19(5):468-473.7. LeBlanc L et al. Cost-e� ectiveness and laboratory workload e� ciency of 8 C. di� cile testing algorithms. Poster presented at: American Society for Microbiology; May 30-June 2, 2015; New Orleans, LA.8. Knabl L et al. Comparison of the BD MAX Enteric Bacterial Panel assay with conventional diagnostic procedures in diarrheal stool samples. EJCMID. 2016;35(1):131-136.

*Based on processing 24 samples.

THE BD MAX SYSTEM CAN HELP WITH: • Workfl ow e� ciency for timely patient management1-3

• Diagnostic speed and accuracy to aid in fast, appropriate treatment 1,2,4,5


ASK YOUR BD REPRESENTATIVE HOW THE BD MAX SYSTEM CAN HELP YOU ACHIEVE MAXIMUM IMPACT.

15 MINUTES* HANDS-ON TIME PER RUN2,6

LESS THAN 1 MINUTE*

HANDS-ON TIME PER SPECIMEN2,6

OVER 2 HOURS* WALK-AWAY TIME PER RUN6

1 hr 2 hr

GOALOPTIMIZING WORKFLOW TO IMPROVE CARE

CHALLENGEPatient wait time is a source of concern. Manual methods plus multiple instruments mean a longer time for results. These delayslead to a decrease in available beds.

TESTING FLEXIBILITY • Runs 1–24 samples and di� erent assays at the same time2,5

• Tests a wide range of sample types6

STAFF PRODUCTIVITY THROUGH AUTOMATION• O� ers simple implementation and standardized workfl ow6

OPPORTUNITY TO REDUCE TOTAL COST• By enabling increased testing volume through streamlined workfl ow2,5,7

HOW CAN YOU ACHIEVE

IMPACT?“Tests that take hours as opposed to days ... will have a positive patient impact.”

Scientifi c Director of the Esoteric Testing/R&D DepartmentTampa General Hospital

“[The BD MAX TM System] makes a big difference ... in how we manage our patients and beds within the hospital.”Consultant Microbiologist and Clinical Director for Pathology Hampshire Hospitals

BD7 Loveton Circle Sparks, MD 21152-0999 USATel: 1.800.638.8663bd.com/ds

©2016 BD. BD, the BD Logo and all other trademarks are property of Becton, Dickinson and Company.223834 September 2016 Printed in the U.S.

FOR YOUR LAB AND YOUR PATIENTSDIFFERENCE

mAKE THE


PRIMARY COLORS

PMS 2145 CP C98 M62 Y0 K14 R0 G69 B147 HEX: 004593

PMS 1655 CP C4 M73 Y98 K0 R242 G119 B7 HEX: F27707

PMS 2145 CP C75 M0 Y5 K0 R0 G188 B232 HEX: 00BCE8

The qualities embodied by our primary color palette speak to the humanity, the leadership, the agility, and the collaborative spirit associated with the BD brand personality .

The color triads grouped by BD Blue, BD Orange, and BD Cyan represent our company’s vision of advancing global healthcare .

Primary colors should be used for major campaigns.

BD MAX Sales Aid (Inside Spread)

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COLOR ASSIGNMENTSBY EXTENSION

As the messaging for the BD MAX brand extends beyond the initial “IMPACT” campaign to address further topics, each messaging category will be assigned a specifi c color from the extended color palette . These colors will be applied to the bar at top, headline, subhead, and quote . This will enable each category to be easily recognizable, while enabling pieces from all categories to work together as a system .

Effi ciency

• Testing fl exibility• Staff productivity• Reduce total cost

MAXimize Impact

• Master campaign embodying all benefi ts leading to better patient management

• Expand your molecularpotential for better workfl ow effi ciency

PMS 287 CPC100 M75 Y2 K18R0 G70 B140HEX: 00468C

PMS 513 CPC53 M99 Y0 K0R141 G42 B144HEX: 8D2A90

“Tests that would take three

to four hours, as opposed to

three to four days ... will have

a positive patient impact.”

Scientific Director of the Esoteric Testing/R&D Department Tampa General Hospital

IMPACT? THE BD MAX™ SYSTEM CAN HELP

HOW CAN YOU ACHIEVE

CONFIDENCE?

HOW CAN YOU ACHIEVE

“Tests that would take three to four hours, as opposed to three to four days ... will have a positive patient impact.”


Optimize patient outcomes. It’s possible with the BD MAX™ System.

HOW CAN YOU ACHIEVE



CONTROL?Reduce testing costs with the BD MAX™ System.

HOW CAN YOU ACHIEVE

FREEDOM?Improve testing flexibility with the BD MAX™ System.



IMPACT

BD MAX Color System Exploration

FLEXIBILITYREDUCED COST OF OWNERSHIPOUTCOMES

NOTE:All executions will be differentiated by imagery, words and color


Scientific Director of the Esoteric Testing/R&D Department Tampa General Hospital IMPACT?

HOW CAN YOU ACHIEVE

References: 1. Centers for Disease Control and Prevention. Recommendations for the laboratory-based detection of Chlamydia trachomatis and Neisseria gonorrhoeae—2014. MMWR Recomm Rep. 2014;63(RR-02):1-19. 2. Hirvonen JJ et al. Comparison of BD Max Cdiff and GenomEra C. difficile molecular assays for detection of toxigenic Clostridium difficile from stools in conventional sample containers and in FecalSwabs. EJCMID. 2015;34(5):1005-1009. 3. Mortensen JE et al. Comparison of time-motion analysis of conventional stool culture and the BD MAX Enteric Bacterial Panel (EBP). BMC Clin Pathol. 2015;15:9. 4. Le Guern R et al. Evaluation of a new molecular test, the BD Max Cdiff, for detection of toxigenic Clostridium difficile in fecal samples. J Clin Microbiol. 2012;50(9)3089-3090. 5. Bauman M. Transitioning from culture to molecular: implementation and integration of BD Max Enteric Bacterial Panel at Cincinnati Children’s Hospital. ADVANCE Healthcare website. http://laboratory-manager.advanceweb.com/SharedResources/Downloads/2015/051815/bd_advertorial.pdf. Updated June 2015. Accessed June 1, 2016. 6. Felder RA et al. Process evaluation of an open architecture real-time molecular laboratory platform. J Lab Autom. 2014;19(5):468-473.

© 2016 BD. BD, the BD Logo and BD MAX System are trademarks of Becton, Dickinson and Company. BD, 7 Loveton Circle, Sparks, MD 21152-0999 USA Tel: 1.800.638.8663 bd.com/ds






NOT A PRODUCED PIECE,

FOR EXAMPLE PURPOSES ONLY

13


COLOR ASSIGNMENTS BY EXTENSION (CONTINUED)







HOW CAN YOU ACHIEVE

CONFIDENCE?

HOW CAN YOU ACHIEVE




HOW CAN YOU ACHIEVE




HOW CAN YOU ACHIEVE




IMPACT










HOW CAN YOU ACHIEVE

CONFIDENCE?

HOW CAN YOU ACHIEVE




HOW CAN YOU ACHIEVE




HOW CAN YOU ACHIEVE




IMPACT




Versatility

• Clinically relevant assays providing comprehensive testing solutions

• Open systems

Performance

• Faster results for better patient management

• Higher sensitivity

PMS 513 CP C76 M0 Y38 K0 R0 G184 B176 HEX: 00B8B0

PMS 376 CP C54 M0 Y100 K0 R129 G195 B65 HEX: 81C341





14


COLOR ASSIGNMENTS BY SYNDROMIC TEST

HOW CAN YOU ACHIEVE

“[A] returning traveller from Morocco...was unwell with bloody diarrhoea, and we were concerned about a number of possible causes. By mid-afternoon we were able to give a diagnosis of Campylobacter and treat the patient before she went home. She left in the afternoon with the right treatment, and the bed was released for the next patient.”

Clinical Director for PathologyHampshire Hospitals NHS Foundation Trust, UK


IMPACT? Workflow efficiency for timely patient management1

Diagnostic speed and accuracy to aid in fast, appropriate treatment2



B D M A X ™ E X T E N D E D E N T E R I C B A C T E R I A L PA N E L

HOW CAN YOU ACHIEVE

BD MAX™ VAGINAL Panel

“ Tests that take hours as opposed to days ... will have a positive patient impact.”


Workflow efficiency for timely patient management1





As the BD MAX brand expands its suite of comprehensive molecular solutions, each syndromic area will be assigned its own color . Color coding will help provide recognition of test-specifi c collateral at a glance . As the examples on the right show, tactics focused on STI testing are dark green, and tactics promoting GI panels are pink .

There will be 14 products launched through 2020 . Each fi ts within a syndromic category .

Gastrointestinal

• Enteric Bacterial Panel• Extended Enteric

Bacterial Panel

Women’s Health

• Vaginal Panel• CT/GC/TV• GBS

PMS 2272 CPC87 M0 Y100 K2R2 G170 B77HEX: 02AA4D

PMS 227 CPC7 M100 Y10 K21R183 G1 B107HEX: B7016B



15


COLOR ASSIGNMENTS BY SYNDROMIC TEST (CONTINUED)

HOW CAN YOU ACHIEVE

B D M A X ™

“Testing simultaneously for CT, GC, and Trichomonas is optimal for detection of the most common treatable STIs in female patients.” 1

2013 IDSA & ASM GuidelinesIMPACT?






HOW CAN YOU ACHIEVE

B D M A X ™








Respiratory

• TB • Flu

Healthcare Associated Infection (HAI)

• C. Diff • MRSA XT • Staph SR • CPE

PMS 7409 CP C0 M31 Y100 K0 R253 G183 B19 HEX: FDB713

PMS 2145 CP C75 M0 Y5 K0 R0 G188 B232 HEX: 00BCE8





16



HOW CAN YOU ACHIEVE

B D M A X ™








HOW CAN YOU ACHIEVE

B D M A X ™








Blood Vials

Open Systems


HOW CAN YOU ACHIEVE

B D M A X ™







Visit bd.com/ds to find out howPMS 225 CP C4 M88 Y0 K0 R230 G67 B152 HEX: E64398





17



HOW CAN YOU ACHIEVE

B D M A X ™








Transplant




18

HOW CAN YOU ACHIEVE

“[A] returning traveller from Morocco...was unwell with bloody diarrhoea, and we were concerned about a number of possible causes. By mid-afternoon we were able to give a diagnosis of Campylobacter and treat the patient before she went home. She left in the afternoon with the right treatment, and the bed was released for the next patient.”

Clinical Director for PathologyHampshire Hospitals NHS Foundation Trust, UK


IMPACT? Workflow efficiency for timely patient management1




B D M A X ™ E X T E N D E D E N T E R I C B A C T E R I A L PA N E L


HOW CAN YOU ACHIEVE



Workflow efficiency for timely patient management1





CHECK-POINTS CHECK-DIRECT CPEAND CPE SCREEN FOR BD MAX™COLOR ASSIGNMENTS

BY SYNDROMIC TEST(CONTINUED)

PARTNER ASSAYS

For partner assays, like CPE with Checkpoints, logo and tab of partner’s primary color should be incorporated in the upper right of the layout .



19

THESE INFECTIONS RESULT IN

APPROXIMATELY 10 MILLIONOFFICE VISITS PER YEAR5

UP TO 75% OF WOMEN EXPERIENCE

AT LEAST ONE CASE OF VVC,* TV** OR BV† IN THEIR LIFETIME2

40% TO 45% WILL HAVE 2 OR MORE3

*VVC = vulvovaginal candidiasis . **TV = Trichomonas vaginalis . †BV = bacterial vaginosis .

CHARTS AND GRAPHS | BD MAX BRAND GUIDELINES |

CHARTS AND GRAPHS

Charts and graphs associated with the BD MAX System can convey information as detailed, stand-alone data units, or as infographic, at-a-glance executions that are paired with textured images, such as photos of patients .

The examples on the right also make effi cient use of the white space between sections of copy . We should always strive for a look that is impactful—conveying information clearly and concisely, through an economical use of visual elements .

EXPANDED FLUORESCENT CHANNEL CAPABILITIES

Excitation Range Emission Range

464 - 490 510 - 530

520 - 540 559 - 571

555 - 598 618 - 638

622 - 636 657 - 670

673 - 683 710 - 790


LESS THAN 1 MINUTE*



1 hr 2 hr

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TYPOGRAPHY | BD MAX BRAND GUIDELINES |

TYPOGRAPHY (PRINT) Primary typeface—Bebas Neue Bold

Secondary typeface—Gotham Condensed

Bebas Neue Bold

Gotham Condensed Book

AaBbCcDdEeFfGgHhIiJjKk abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&’*(, .;:@#!?) • Body Copy • ISI

Gotham Condensed Book Italic

ABCDEabcde 123 • Quotes • Journal names • Bacteria names

Gotham Condensed Bold

ABCDEabcde123 • For emphasis

ABCDEFGHIJKLMNOPQR STUVWXYZ 123456789• Headlines and subheads • Chart titles and call-outs

These fonts were specifically chosen to represent and build the BD MAX brand for print executions only . See page 23 for any non-print usage .

Please use only these fonts .

Headlines and subheads can be set in block capital letters, and end punctuation only appears for copy phrased as a question (e .g ., “HOW CAN YOU ACHIEVE MAX IMPACT?”) .

The primary font for BD MAX is Bebas . • Headlines and subheads • Chart titles and call-outs • No lowercase is available

The secondary font for BD MAX is Gotham Condensed . • Book is used for body copy and ISI • Book Ital is used for quotes,

journal names, and bacteria names • Bold is used for emphasis • Medium is used when Bold is

too heavy

21


TYPOGRAPHY (PRINT) (CONTINUED)









mAKE THE

Bebas Neue Bold • Headlines and subheads • Chart titles and call-outs

Gotham Condensed Book • Body copy • ISI and References

Gotham Condensed Bold • For emphasis

Print

22


TYPOGRAPHY (NON-PRINT)

For use in: Websites Oswald can be used in place of Bebas for: • Headlines and subheads • Chart titles and call-outs

For use in: Email Word PowerPoint Excel Arial Bold Condensed should be used in place of Bebas for: • Headlines and subheads • Chart titles and call-outs

Arial Condensed • Body copy • ISI and References

These fonts were specifically chosen to represent and build the BD MAX brand in any non-print execution . See prior page for any print usage .

Please use only these fonts .

Headlines and subheads can be set in block capital letters, and end punctuation only appears for copy phrased as a question (e .g ., “HOW CAN YOU ACHIEVE MAX IMPACT?”) .

Primary typeface—Oswald

SECONDARY typeface—ARIAL CONDENSED

Oswald (Google font) For use in websites

Arial Condensed Bold For use with Email, Word, Powerpoint, Excel

ABCDEabcde123 • Headlines and subheads • Chart titles and call-outs

Arial Condensed Book

AaBbCcDdEeFfGgHhIiJj abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRST 1234567890$%&’*(,.;:@#!?) • Body copy • ISI

Arial Condensed Book Italic

ABCDEabcde 123 • Quotes • Journal names • Bacteria names

ABCDEFGHIJKLMNOPQR STUVWXYZ 123456789• Headlines and subheads • Chart titles and call-outs

23

PAGE STRUCTURE | BD MAX BRAND GUIDELINES |

PAGE STRUCTURE

The structure of the BD MAX layout is grid-based . It starts with the “MAX” logotype and divides the page into 3 parts, or 6 columns .

6-Column Grid

24

PAGE STRUCTURE | BD MAX BRAND GUIDELINES |

PAGE STRUCTURE(CONTINUED)

1/3–2/3-Column Page 2/3–1/3-Column Page

2-Column Page Logo Placement

The grid can then be contracted to accomodate various column widths . The 3 examples on the right illustrateour 3 preferred page structures .The 4th example shows proper placement of the BD logo and BD MAX lockup .

25

SALES COLLATERAL | BD MAX BRAND GUIDELINES |

SALESCOLLATERAL

BD sales representatives use collateral materials when meeting with laboratory decision makers . Leveraging the BD MAX brand look and feel, these materials highlight the various advantages off ered by the BD MAX System (e .g ., effi ciency, fl exibility, performance), always raising these benefi ts to the emotional rewards they provide for patients and clinicians .

(First Reveal)

(Inside Spread)

BD MAX Sales Aid (Cover)

HOW CAN YOU ACHIEVE



HOW CAN YOU














MOLECULAR TESTING


















GASTROINTESTINAL




Cdi� MRSA XT

StaphSR





US NON-Tradeshow










LESS THAN 1 MINUTE*



1 hr 2 hr







HOW CAN YOU ACHIEVE


Scientifi c Director of the Esoteric Testing/R&D DepartmentTampa General Hospital





mAKE THE

HOW CAN YOU














MOLECULAR TESTING


















GASTROINTESTINAL




Cdi� MRSA XT

StaphSR





US NON-Tradeshow

HOW CAN YOU














MOLECULAR TESTING


















GASTROINTESTINAL




Cdi� MRSA XT

StaphSR





US NON-Tradeshow

HOW CAN YOU














MOLECULAR TESTING


















GASTROINTESTINAL




Cdi� MRSA XT

StaphSR





US NON-Tradeshow US NON-Tradeshow

26

CONFERENCE MATERIALS | BD MAX BRAND GUIDELINES |

CONFERENCEMATERIALS

Conferences and scientifi c meetings geared towards audiences of laboratory medicine and healthcare professionals are ideal venues for showcasing the BD MAX brand and for cultivating new brand ambassadors . Conference marketing materials allow us to leverage our color palette, key messaging, and MAX-related imagery in order to drive traffi c to our booth and augment the presence of our speakers .

BD_10897-1_MAX_AMP Symposium_PullupBanner_PD_v7_100416.indd 1 10/5/16 1:01 PM

Pull-up Banner Podium Sign

Easel Sign

27

11.2

5” b

leed

11” T

rim

11.2

5” b

leed

11” T

rim

HOW CAN YOU ACHIEVE

MAX IMPACT?

Step up to the BD MAX™ System for performance¹

Reference: 1 . Chapin K, McVeigh L, Andrea S. Comparison of four Reference: 1 . Chapin K, McVeigh L, Andrea S. Comparison of four commercial molecular assays for direct detection of commercial molecular assays for direct detection of Clostridium difficileClostridium difficile. Paper presented at: European Congress of Clinical Microbiology and Paper presented at: European Congress of Clinical Microbiology and Infectious Diseases; April 30, 2013; Berlin, Germany.Infectious Diseases; April 30, 2013; Berlin, Germany.© 2016 BD. BD, the BD Logo and BD MAX are trademarks of Becton, Dickinson and Company. 2016 BD. BD, the BD Logo and BD MAX are trademarks of Becton, Dickinson and Company.

MAXimize successLEARN MORE at Booth 1019

CONFERENCE MATERIALS | BD MAX BRAND GUIDELINES |

CONFERENCEMATERIALS (CONTINUED)

Bag Insert

The synergistic eff ect of font selection/typography, color, and images is visually arresting, diff erentiating BD MAX from its competitors on the exhibit hall fl oor and beyond .

HOW CAN YOU ACHIEVE

IMPACT?FIND OUT AT AMP 2016 BOOTH1019

© 2016 BD. BD, the BD Logo and BD MAX are property of Becton, Dickinson and Company.

AMP 2016 ANNUAL MEETINGBOOTH 1019• November 10-12, 2016• Charlotte Convention Center

Charlotte, NC


mAKE THE

The BD Max™ system can help

Pre-Conference Mailer

AMP 2016 ANNUAL MEETING BOOTH 1019• November 10-12, 2016• Charlotte Convention Center

Charlotte, NC

START MAXIMIZING YOUR IMPACT AT

TO EFFICIENCY, PERFORMANCE, AND VERSATILITY THE BD MAX™ SYSTEM CAN HELP.

TAKE THE

APPROACH

HOW CAN YOU ACHIEVE

IMPACT?

Hand-out Invitation

28

EDITORIAL GUIDELINES | BD MAX BRAND GUIDELINES |

E D I T O R I A L G U I D E L I N E S

The Editorial Guidelines for the BD MAX brand serve to enforce communications consistency across all marketing collateral, both print and digital . By gaining an understanding of appropriate copy tone, key messages, use of testimonial quotations from healthcare providers, and critical points of writing style, whoever touches the BD MAX brand will be able to consistently serve as its ambassador through clear, impactful marketing communications .

29

COPY TONE/KEY MESSAGES | BD MAX BRAND GUIDELINES |

HOW CAN YOU






IMPACT?





LESS THAN 1 MINUTE*



1 hr 2 hr








COPY TONE

Our tone is bold—direct and insightful—and suff used with an emotive sensibility . The copy asserts the benefi ts of the BD MAX System and testing solutions and ladders those benefi ts up to the emotional level of what they mean to providers and patients .

KEY MESSAGES

The BD MAX System helps laboratory decision makers achieve maximum impact by expanding their labs’ molecular testing potential, resulting in better patient management .

The “MAX Impact” messaging platform is articulated across 3 main buckets:

1 . MAX Effi ciency, which centers on laboratory staff productivity through automation

2 . MAX Performance, which centers on increasing accuracy and reducing cost of ownership

3 . MAX Versatility, which focuses ona variety of testing options

2nd Page of Sales Aid

3rd Page of Sales Aid

30

QUOTES | BD MAX BRAND GUIDELINES |

HOW CAN YOU ACHIEVE



HOW CAN YOU ACHIEVE




“The advantages of the BD MAX TM System are that we are able to get results very quickly and correctly. Above all, it is very fast and gives us accurate results.”Clinical MicrobiologistAkdeniz University Hospital

QUOTES

To help bring the “happy customer” persona to life, our campaign prominently features quotes from actual laboratory decision makers/BD MAX System customers . Each quote may focus on a certain attribute, such as testing versatility, or reduced cost of ownership, or it may describe how the lab improved patient management by using the BD MAX System .

Quotes sometimes feature excerpts from case studies, real-life examples of how a decision maker succeeded in overcoming a challenge and thereby improving patient outcomes by using the BD MAX System .

Quote treatment used on cover of Sales Aid

Quote treatment used on Sales Aid interior

31

WRITING STYLE | BD MAX BRAND GUIDELINES |

WRITING STYLE

This purpose of this section is to impart a consistent style across all BD MAX marketing communications . Style topics appear alphabetically below; please note that this section will be subject to revision, as agreed-upon standards become incorporated into the BD Writing Style .

In general, the adopted style is rooted in AMA Manual of Style—especially for citations of references .

Ampersands Do not use ampersands in the names of BD businesses, events, programs, or departments or as an abbreviation for “and .” Unless space restrictions require it, spell out the word “and .”

Articles Do not capitalize articles or conjunctions (e .g ., the, and, or, with) unless they are words that begin a sentence .

Barcode This is 1 compound word, not 2 words .

Block Capital Letters In reference to the product name, “BD” and “MAX” always appear in all capital letters .

Bulleted Lists All items in a bulleted list must be parallel in grammatical structure . Always capitalize the first letter of the first word of bulleted text .

Company Address For printed collateral, below the BD Logo on the bottom left corner of the piece, the company name and address, telephone number, and URL should appear in line, or stacked, as follows, depending on formatting needs .

BD, 7 Loveton Circle, Sparks, MD 21152-0999 USA Tel: 1 .800 .638 .8663 bd .com/ds

BD 7 Loveton Circle Sparks, MD 21152-0999 USA Tel: 1 .800 .638 .8663 bd .com/ds

32


WRITING STYLE (CONTINUED) Copyright Statement The copyright symbol precedes the year of publication of the collateral in question with a space between the symbol and the year . The symbol and year herald the full statement, as shown below:

© (year) BD . BD, the BD Logo and BD MAX are property of Becton, Dickinson and Company .

When more than one trademarked product is included, use:

© (year) BD . BD, the BD Logo and all other trademarks are property of Becton, Dickinson and Company .

Ellipses Ellipses are used in quotations to indicate a gap in the text . Ellipses need to be preceded and followed by a space .

Example: “Tests that take hours as opposed to days … will have a positive impact.”

Email Lowercase the word, unless it begins a sentence . Do not hyphenate it .

Headlines—Punctuation The preference is to not punctuate headline or subhead copy unless the phrase is posed as a question—for example, “How can you achieve MAX Impact?”

Healthcare Use as 1 closed-up word, regardless of noun or adjectival form .

Spacing Use only 1 space after sentences in body copy .

Telephone Numbers Separate telephone number digits with periods (e.g., 614.757.7000). Use the + symbol before international phone numbers (e.g., +49 931 4972 0).

33


WRITING STYLE (CONTINUED) Trademark Symbol In printed collateral, properly designate all registration, trademark and service mark symbols (i .e ., ®, ™, SM ) only on the first reference in the headline and first reference in the text (in this case, the subhead is considered text) . Use a descriptor after every reference, even references without a symbol (e .g ., BD MAX™ System) . In digital media, including catalogs and price lists, the appropriate symbol must be used in all applications of the mark . Markings are not required in extensive lists and indices .

34

C O N T A C T S

These BD MAX standards will evolve over time, so please be sure to check back for the latest information .

If your BD MAX project contains elements not specifi cally called out in this document, or if you have any questions or need any guidance,

please visit bdmaxdiff erence .com .

35

BD 10901 MAX Brand Book Lv22 010317 · 2018-08-05 · brand recognition . (See “Color Palette,”...

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