Brand book

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Global brand book

Smith & Nephew is more than the name of our Company; it is our brand, and it is important that Smith & Nephew stands for something positive, memorable and distinctive in the minds of our customers, employees and other stakeholders.

A strong, clear and consistent brand can help us unify our diverse Company, seize the opportunities our changing marketplace provides, and attract and retain talented employees who are motivated by a common purpose and understanding.

Whether we’re communicating information about our products, our solutions and services, our annual results, or advertising to attract new talent to our business, our message and aesthetics should be consistent globally.

Smith & Nephew is the company that supports healthcare professionals in their daily efforts to improve the lives of their patients, just as we have for more than 150 years. We continue to build on this tradition.

Together:

• We pioneer.

• We provide access to our technologies.

• We enable better outcomes.

Each of us does this through our values of performing, innovating and earning trust.

We are proud of what we do at Smith & Nephew.

Olivier BohuonCEO

3 Introduction

4 Our brand proposition6 Supporting healthcare professionals for over 150

years by enabling better outcomes

8 Supporting healthcare professionals for over 150 years by securing wider access

10 Our brand values

12 Key brand elements

14 Our brand14 Written expressions

16 Visual expressions

18 On products

20 Online

22 Visual communications

Contents Introduction

Watch Oliver Bohuonintroduce our brand

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Global brand book

Supporting healthcare professionals for over 150 years through pioneering designSmith & Nephew aims to bring together the sharpest minds in the industry to create and supply the most exciting and differentiated products and services to our customers, supporting them in the most noble of missions: to improve the lives of patients worldwide.

We were the first to bring the concept of Moist Wound Healing and film dressings to our customers, the first to combine materials for knee implants that were tested and proven to be sufficient for 30 years of wear performance and the first commercial company to develop an on-line education tool for nurses.

Both PICO™ and ALLEVYN™ Life employed significant human factor ethnographic research during their design phase to focus on the physical and emotional needs of clinicians and patients, resulting in the creation of products which are leading the way in advanced, cost-effective care.

Smith & Nephew products are designed for people who happen to be patients. Significant time and resources are dedicated to research and development, to ensure that our products support HCPs and patients.

Our brand proposition

Watch what Oliver Bohuonthinks of pioneering design

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Enabling better outcomesWe strengthen the impact of healthcare professionals by providing support in order to produce better outcomes, improving results for both patients and buyers.

VISIONAIRE™ Patient Matched Technology uses the patient’s own MRI and full leg X-Ray to design patient specific cutting blocks, allowing for the proper implant positioning for each individual. This shortens procedures by eliminating sizing and alignment steps from surgery and improves productivity with reduced instrumentation, requiring less set-up and turnover time.

ACTICOAT™ makes a difference. It’s proven to improve patient outcomes within two weeks, resulting in an overall lower cost per healed wound compared to other silver dressings.

We provide high quality products, medical education and services that are designed to help drive better clinical outcomes, supporting our customers in improving the lives of patients worldwide.

Supporting healthcare professionals for over 150 years by enabling better outcomes

Watch Oliver Bohuonexplain how Smith & Nephew enables better outcomes

1856 with presence in the UK

Smith & Nephew now has presence in

103 countries

CanadaUnited States

ArgentinaBrazilChileColombiaEcuadorMexicoParaguayPeruPuerto RicoUruguayVenezuela

AlbaniaAustriaBelarusBelgiumBulgariaCroatiaCzech RepublicDenmarkEstoniaFinlandFrance

GeorgiaGermanyGreeceHungaryItalyLatviaLithuaniaMoldovaNetherlandsNorwayPoland

PortugalRomaniaRussiaSerbiaSlovakiaSloveniaSpainSwedenSwitzerlandTurkey

IsraelUnited ArabEmirates

AustraliaNew Zealand

South Africa

BruneiChinaHong KongIndiaIndonesiaJapanMalaysiaPakistanPhilippinesSingaporeSouth KoreaSri LankaTaiwanThailandVietnam

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Supporting healthcare professionals for over 150 years by securing wider access

Securing wider access We’re committed to forging a path to create access to the latest technologies through new and exciting approaches to our global markets. We support healthcare professionals by making our products available for use with their patients, by designing, manufacturing and providing accessible products.

We provide flexible choices in terms of commercial packages to suit the requirements of buyers; and products that provide proven cost-effective outcomes for patients.

In emerging markets, we continue to refine our pioneering mid-tier model to address their specific needs for affordable care with a specially developed range of products as well as a dedicated sales organisation. We have launched the Syncera™ model to provide affordable access for clinicians and buyers to Smith & Nephew’s advanced products.

We have made strategic acquisitions, such as ArthroCare and Adler, which provide access to more product technologies and support, as well as providing local expertise and resources for more customers.

Watch Oliver Bohuonexplain how Smith & Nephewsecures access

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Ambition and commitmentSmith & Nephew is a vibrant company, with ambition and commitment at the heart of everything we do. Helping to differentiate us from our competitors and make a profound difference to our clients, their patients, our employees, and stakeholders.

Understanding what we do, how we do it and how we act, enables you to ensure your work reflects these values, enabling it to be a true ambassador of our brand, and everything it stands for.

Through your work, you should consistently communicate our value proposition.

Q: Does your work underpin what we do, how we do it and how we act?

A: “ Smith & Nephew value proposition is clearly in my work” – great answer!

We value what we do – and we value what you do, too.

Our brand values

What we do Smith & Nephew supports healthcare professionals in their daily efforts to improve the lives of their patients.

How we do it Enabling better outcomes

We enable better outcomes for patients and healthcare systems.

Pioneering design

We take a pioneering approach to the design of our products and services.

Securing access

We strive to secure wide access to our diverse technologies for more customers globally.

How we act I Perform

We are responsive to the needs of our customers, setting ourselves clear goals and standards and achieving them.

We deliver quality and value in our products and services that provide quantifiable social and economic benefits.

I Innovate

We take a pioneering approach to the design of our products and services, being energetic, creative and passionate about everything we do.

We are forward looking; anticipating customers' needs, overcoming barriers and developing opportunities.

We encourage and support new ideas, and are always seeking to improve the lives of healthcare professionals and the patients they treat with effective and safe product and service innovations.

I Earn trust

We understand that we have to earn trust. We earn it by being friendly, approachable and listening to others.

We work hard to build lasting and close relationships with our customers, colleagues and the communities in which we operate.

We are honest and straightforward and do what we say. We have integrity and an ethical approach to business.

Watch Oliver Bohuonsummarise our brand values

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Key elementsOur brand elements used in a consistent way create powerful visual communications and bring recognition to the Smith & Nephew brand and personality.

Opposite are the key aesthetic elements that combine to make our brand unique and memorable.

Corporate fontThe Smith & Nephew type family is our corporate font. This simple, elegant font is for use in all communications, from headlines to body copy.

Logotype elementsThe Smith & Nephew logotype consists of the energy burst and lettering. The energy burst and lettering appear in a fixed relationship that should never be altered. The lettering should never be used without the energy burst.

Primary coloursOur colours are our personality. Using these three primary colours is a powerful tool to create a distinctive and consistent look to all our communications.

Secondary coloursOur supporting colours are there for when more colours are needed to provide differential or clarity, i.e. charts, diagrams and tables.

Key brand elements

Pantone 151

Pantone Cool Gray 9

Pantone Cool Gray 11

SN Orange

SN Grey

SN Dark Grey

CMYK 0 / 60 / 100 / 0

CMYK 0 / 0 / 0 / 65

CMYK 0 / 0 / 0 / 80

RGB 255 / 115 / 0

RGB 124 / 124 / 124

RGB 87 / 87 / 87

Web ff7300

Web 7c7c7b

Web 575756

Use for text, headers and colour blocks.

Use for text, headers and colour blocks.

Use for colour blocks and text if extra contrast is needed.

Primary colours

Pantone 108

Pantone 382

Pantone 292

Pantone 2726

Pantone 266

Pantone 485

SN Yellow

SN Green

SN Blue

SN Medium Blue

SN Purple

SN Red

CMYK 2 / 11 / 100 / 0

CMYK 35 / 0 / 100 / 0

CMYK 60 / 20 / 0 / 0

CMYK 79 / 49 / 0 / 0

CMYK 72 / 84 / 0 / 0

CMYK 8 / 97 / 100 / 1

RGB 254 / 217 / 0

RGB 170 / 210 / 53

RGB 102 / 150 / 255

RGB 52 / 108 / 223

RGB 103 / 59 / 184

RGB 220 / 41 / 30

Web fed900

Web aad235

Web 6696ff

Web 346cdf

Web 673bb8

Web dc291e

Use for highlighting, charts, diagrams and tables. (We prefer to use them sparingly).

Secondary colours

Smith & Nephew Regularabcdefghijklmnopqrstuvwxyz0123456789

Smith & Nephew Bold abcdefghijklmnopqrstuvwxyz0123456789

Smith & Nephew Productabcdefghijklmnopqrstuvwxyz 0123456789

Smith & Nephew Logo*smith&nephew

Figure 1. Corporate font

Figure 4. Colour palette.

Figure 2. The elements of the Smith & Nephew logotype.

Logotype

Energy burst Lettering

Syncera™

Powered by *smith&nephew

Figure 3 Syncera logotype.

Lettering

Smith & Nephew Trademark symbol

Strapline

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Written expressionsTo tell people more about Smith & Nephew we often use facts and phrases that articulate what we stand for to all of our target audiences.

Think of these as flexible symbols of our brand that contain succinct facts about our business and instil a sense of pride about being connected to Smith & Nephew.

ExternalThe strapline shown in Figure 5, should be used on all communications. We will make an exception if legibility would be compromised at small sizes.

Internal communicationsWe are Smith & Nephew is intended for internal communications only. However, it can be used externally for recruitment by Human Resources and recruitment materials.

Stories“Tell us more.” You can use Smith & Nephew approved brand stories to communicate who we are, what we are, and what we stand for. Choose the stories best suited to your particular audience. You will find they are succinct facts about us as a brand. Please ask the brand team to provide you with the approved stories.

Our brand: written expressions

Figure 5. Smith & Nephew logotype and strapline - for external use

* At smith&nephew we’re proud to support healthcare professionals in their daily efforts to improve the lives of their patients.

Figure 9. A Smith & Nephew story.

*We are smith&nephew

Figure 6. We are Smith & Nephew – for internal use only.

Supporting healthcare professionals for over 150 years

Figure 7. PowerPoint - for external use. Figure 8. PowerPoint - for internal use.

*We are smith&nephew

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Our brand: visual expressions

Visual expressions of our brandFor both customers and employees, there are certain visual elements that help people to recognise Smith & Nephew.

A combination of the types of imagery and colour palette we use, as well as a simplicity of style and content helps to build positive and recognisable associations with our brand. The following elements are key to our brand expression:

• The orange and white box.

• Imagery.

• Office environments.

• Event booths.

The white rectangle is a key element to our visual identity, it is well recognised as a visual feature of Smith & Nephew materials. It ensures a clean background for our corporate mark, Product Identifier and critical text.

Imagery provides a unique opportunity to connect with our audience. We use a variety of imagery in our materials, consistently using simple, credible images often combined with white space.

We brand physical spaces such as our offices and manufacturing facilities, with the consistent presence of our orange corporate mark, our font, colour palette and clear and simple signage and imagery.

For customers, our event booths combine many of the same elements with an additional product focus in ways that engage our surgeon and nurse audiences.

Figure 10. Visual expressions of our brand.

The Orange and white box

Imagery and Office environments

Event booths

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Our brand on productsDespite our diverse portfolio, our products are consistently branded and aligned to our corporate proposition.

Each product has a consistent identifier and description, locked up to the overarching Smith & Nephew brand.

Packaging is instantly recognisable regardless of division or geography.

Our brand: on products

Product

Product identifier

Packaging

Figure 11. Our brand on products.

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OnlineDigital communications support our corporate and product brands across our multiple digital media platforms.

It’s important that all digital environments consistently reflect the messaging and aesthetics of the Smith & Nephew brand regardless of channel or audience.

Our brand: online

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Visual communicationsCommunication pieces are one of the most visible expressions of our brand. Stationery and literature are often the first direct contact we have with our customers, so it’s important that they present a strong image of who we are and what we do.

Our brand: visual communications

* At smith&nephew we aim to bring together the sharpest minds in the industry, to create and supply pioneering products and services to our customers.

Figure 14. Business card: back.

Division NameSmith & NephewStreet AddressCityCountyPostcodeCountry

T +44 (0) 000 000 0000F +44 (0) 000 000 0000www.smith-nephew.com

*smith&nephew

A N OtherJob title in one line

a.n.othername@smith-nephew.comD +44 (0) 000 000 0000M +44 (0) 000 000 0000F +44 (0) 000 000 0000

Figure 13. Business card: front.

Stationery

Firstname Last name | Job title | Division namea.n.other@smith-nephew.comD +44 (0)000 0000 000M +44 (0)000 0000 000www.smith-nephew.com

Figure 12. Generic email signature.

Email signature

Figure 17. Product advert.

Sensory feedback takes the guesswork out of soft-anchor deployment

SUTUREFIX ULTRA Suture Anchor construct forms against the inserter, not the cortical layer, so deployment is more reliable. It even lets you know when the anchor has been deployed – with audible, tactile and visual cues.

Suture Anchor

Supporting healthcare professionals

The only soft anchor that tells you when it’s deployed

SUTUREFIXULTRA.com or call +1 978 749 1000

Figure 15. Corporate advert.

GPs The hands you can trust

SUTUREFIXULTRA.com or call +1 978 749 1000

smith-nephew.com

Figure 16. Product literature.

When it's time to act on infection" An infected wound has to be treated fast before it gets serious."

Helping you get closer to zero wound infectionswww.closertozero.com Supporting healthcare professionals

*smith&nephew ACTICOAT™ Antimicrobal Barrier Dressings

Figure 18. Recruitment - job description example

Literature

Smith & Nephew Medical LtdCroxley Green Business ParkBuilding 5, Lakeside, Hatters Lane, Watford, Hertfordshire, WD18 8YEUKT +44 (0) 1923 477100F +44 (0) 1923 477101

www.smith-nephew.com

™Trademark of Smith & Nephew All [tm]Trademarks acknowledged © October 2017 Smith & Nephew