2017.02.15 - Getinge Brand Identity Guidelines

Introduction Brand Identity Guidelines
Brand Identity
Guidelines
Getinge December 2016 1

Brand Identity Guidelines Introduction
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
Tone of voice in copy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

When we speak. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
The ideal partner. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Examples of how it could sound. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
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
2 Getinge December 2016

Core element . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Brochure

Logotype. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Logotype colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Pages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
Tagline: Passion for life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Magazine cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Minimum size and clear zone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Product sheet
What not to do. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 Cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Pages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Backgrounds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 Two-page sheet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 White paper
Using our typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 Folder. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
Color options for headings SIngle sheet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98
white background. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Posters
Getinge Blue background . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Portrait . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
Color options for text elements Landscape. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
white background. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Instructional. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Getinge Blue background . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Roll-ups. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
secondary color background. . . . . . . . . . . . . . . . . . . . 72 Large formats
Graphic pattern. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Portrait . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Landscape. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
Print. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Principles for composing different
types of marketing material. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Awareness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Positioning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Sales support. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82

What makes Getinge

Getinge
We could simply be described as a medtech company.
But this alone doesnt define us. Were a company of
people with a strong drive to make a real difference in
healthcare. Our innovative mindset, competence and
sound experiences go way back.
And we have a genuine passion for improving the

quality of life for a greater number of people. Its all
these qualities, together, that make up the experience
of the Getinge brand, inspiring people to do business
with us.


Brand Communication
Identity Guidelines
Guidelines Introduction
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.
Competent is the best way to

describe our collective personality.
Its the sum of all our parts both
rational and emotional.
6 Getinge May
December
2016 2016
Deliver it in every communication

In the medtech industry scientific competence is nothing unique. To fully communicate our position
we must be emotional, even when describing our most rational benefits. Our three key emotional
expressions are Caring, Dynamic and Self-assured. Use them to prove our authenticity, and make
genuine emotional connections.
Show that we are Challenge industry cliches with fresh concepts and
dynamic innovators ideas surrounding the continuum of care.
in how we market Approach every marketing piece with the same

innovative spirit we put into our products.
our offerings Create desire by expressing the positive emotions
experienced by those affected by our solutions.
Prove that we are Dont make claims, build confidence and trust by
caring, devoted describing precisely how promises are met.
partners in business Reassure all target groups that their everyday needs
are what shape our offerings.
and healthcare
Confirm Call for attention with the confidence of an
that we are industry leader.
self-assured Show our customers appreciation.

Prove that we are confident for a reason
never arrogant.

Brand Communication
Identity Guidelines
Guidelines Introduction
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.
Showing that we truly understand healthcare is how we

convey our authenticity, and make genuine emotional
connections with target audiences. Here are some words
and inspiration to guide you when communicating the brand.
8 Getinge December
December2016
2016
Have perspective Product is never the hero our customers

are always the heroes.
Its our customer that defines us,
placing them always at the core Their patients are always the inspiration.
of our business proposition. All communication should be from an
outside-in perspective.
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.
Show respect We arent care givers, we offer inanimate

objects. So we dont comment on how they
Its our customers that are should do their jobs.
experts on care and do all
We merely comment on how they can get the most
the hard work.
of our products and solutions. And how we can help
them in that aspect.
Embrace reality We have to show compassion.
We work in an industry of science, We have to be credible.

run on regulations and proven We prove our claims in terms of money,
statistics. And were dealing with percentages and/or statistical evidence.
people facing lifes most sensitive We show the appropriate balance between
issues. emotional and clinical.
Be passionate Are built on real-life relationships between

the product, company behind the product
We have to talk about ourselves and the customer.
outside of the products. When we
Focus on the people behind the brand of a
do, we tell stories that
company subject matter experts at the
company are the key characters.
Go beyond selling products, demonstrating the thinking
and expertise that inspire our products and services.

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 communication funnel

uncover every
marketing opportunity
The communication funnel is your tool for smarter planning;
a guide to get you thinking long and hard about what we hope
to achieve, and the response we want, from each and every
marketing piece.
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
Positioning Positioning marketing is

Develop educational and interesting benefit-led about the solutions
communications
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.

Brand Identity Guidelines Tone of voice in copy
Tone of voice
in copy

Tone of voice in copy Brand Identity Guidelines
Using the same tonality in all our copy builds familiarity

and ultimately trust among audiences. Follow this section
for inspiration and practical advice on how to consistently
express our unique tone of voice.


The worlds most desired

medtech company has
the perfect balance of
passion and competence.
The words we use and

the stories we tell always
convey this.
This is what were really selling

this is our tone of voice.

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.
Match the target

Take the audiences Deal in facts, audiences common
perspective not theories language and way of
speaking no slang
Explain without Inspire rather

lecturing than hard-sell

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
Only make claims

that are proven


The ideal partner

If you could choose your colleagues, what personality traits would
you look for? How we speak sends a strong message about what
it would be like to have us as partners. Having the right balanced
tone can mean the difference between someone they might seek
to avoid, or someone they look forward to collaborating with.
!
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
Intelligent not intellectual Truly sustainable workflows Integrated solutions engine-

reduce costs and create time ered for asset and workflow
for whats really important. optimization.
Sympathetic not patronizing More time to think. Because youre worth it.
More time to get personal.
Challenging not aggressive Increasing personal Stop treating the symptoms

confidence demands a - Downtime is a curable
more holistic approach. disease
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.
We focus on elevating the entire healthcare experience

for those providing care and those in need.
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
independence is an important step towards feeling whole again.
Our comprehensive range of standing and raising aids are designed

to support all levels of mobility. And to encourage each patient to
make today a good one.
Awareness
Positioning
Time to breathe easy
When patients are at their most vulnerable, AGC gives you the visibility,
Sales
support
control and preciseness needed to provide more personalized and safer

treatment.
Safe, convenient and cost-effective, AGC is engineered to improve

forecasting and control of anesthetic agents during induction and
emergence of anesthesia.
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.
20% more time

Recent studies** show that practitioners manually adjust FGF, O2
and anesthetic flows 3 to 4 times during a procedure. On average this
equates to up to 20% of time spent with each procedure. AGCs
automatic gas flow ensures an accurate EtAA for the desired time
0% overlap
Secure consistent schedule alignment. Increased control of anesthesia
time allows for consistent on-time patient wake up, and more
predictable daily workflow.

Brand Identity Guidelines Tonality in imagery
Tonality
in imagery

Tonality in imagery Brand Identity Guidelines
A consistent image tonality is key; it builds trust

and contributes to a stronger brand experience.
This section tells you what to think about when
creating distinctive Getinge images.

Reflecting our brand
Our new image tonality reflects Getinge as an innovative

and progressive healthcare brand centered on the passion
for human care and well-being. This influences how we treat
lighting, portray people and select angles.
Old tonality

New tonality

The color tone

of our images
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.
Old image color tone New image color tone
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.
Brightness Skin tone

Increased brightness gives the image Skin tone should look natural
a crisper, lighter look and feel. and healthy.

Examples of old and new

color tone
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.

What all of our images

should convey
A story
What we do touches peoples lives. This is a point
we always need to make in all awareness and
positioning images.
The presence of humans

After all, everything we do is about improving life for
people. What better way to convey our passion for life
than to include the very people we care about.
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.
Make sure our image range includes

people of different gender, ages and
ethnicity.

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.
Create interesting compositions and Select images with natural, sophistica-

take advantage of depth of field. ted and down-to-earth colors.

Examples and mistakes

Colors
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.
Angles and perspectives
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.

Authenticity Caregivers involved in an activity
Too much of gritty realism. Authentic depiction of caregivers People posing in an overly
in the moment, without clutter. staged way.
Authenticity People looking directly into the camera
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.
Cut-out images of products
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.

Brand Identity Guidelines Core elements
Core
elements

Core elements Brand Identity Guidelines
At the core of Getinge visual identity are a few elements

logotype, typefaces and colors that provide instant
recognition of our brand. This document presents how to
use these core elements to safeguard the distinct look
and feel of Getinge.

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.
The logotype is available in a vertical and horizontal version. The vertical

version must always be centered. Always use original artwork and the
version with the size and format best suited for the application and
reproduction size.
For which logotype to use and how to apply it, see instructions for specific
communication item.
Word mark Symbol
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.
Make sure the logotype is legible on colored and

photographic backgrounds.
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
Available in small and large. Small is used in sizes 25-44 mm (horizontal)

and 20-35 mm (vertical). Large size is used in all other cases.

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.
Do not distort the logotype. Do not change the letter

relationship.
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 reproduce the logotype in outline. Do not alter the angle of

the logotype.
Do not use non-corporate colors. Never place the logotype

in a narrow box.
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
Do not change the relationship between

the wordmark and the symbol.
THE
THE
THE
EVENT
EVENT
EVENT THE SERVICE

SERVICE
THE OFFERING
OFFERING
EVENT
EVENT
SERVICE
THE OFFERING
SERVICE SERVICE
Do not incorporate
EVENTthe logotype
THE OFFERING OFFERING
in a symbol.
EVENT
THE SERVICE
EVENT
OFFERING
SERVICE
OFFERING
SERVICE
OFFERING
Do not change color on the symbol.

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
Getinge Blue signals credibility,

strength, professionalism, reliability
and confidence. It is, together with
white as a visual enhancer, the
primary color used to position the
Getinge brand. Getinge Blue must
be used in 100% only.
Getinge Blue White

CMYK 100-85-35-45 CMYK 0-0-0-0
RGB 24-39-74 RGB 255-255-255
PMS 295 C PMS -
Hex #18274a Hex #ffffff
NCS S 6030-R80B NCS 0300-N

Secondary colors
Snow Oat Clay Cliff Granite Midnight

CMYK 10-10-10-0 CMYK 20-20-20-0 CMYK 30-30-30-0 CMYK 40-40-40-25 CMYK 60-50-50-40 CMYK 70-50-35-35
RGB 233-228-227 RGB 212-202-200 RGB 191-177-172 RGB 139-126-121 RGB 89-88-87 RGB 73-90-107
PMS Warm Grey 1 PMS Warm Grey 2 PMS Warm Grey 3 PMS Warm Grey 9 PMS 425 PMS 7545
Hex #e9e4e3 Hex #d4cac8 Hex #bfb1ac Hex #8b7e79 Hex #595857 Hex #495a6b
NCS S 1002-Y NCS S 2002-Y NCS S 3005-Y50R NCS S 6005-Y50R NCS 7500-N NCS S 7020-B
The secondary colors in 100% are used for subtle decorative purposes.
Accent colors
These colors and their gradients

are designed to highlight a specific
message or element. They must be
used sparingly and only one accent
color at a time.
70% 70% 70% 70%
40% 40% 40% 40%
Ocean Poppy Sun Grass

CMYK 70-0-30-0 CMYK 0-80-80-0 CMYK 0-50-100-0 CMYK 50-10-80-0
RGB 49-183-188 RGB 233-79-53 RGB 243-146-0 RGB 148-182-84
PMS 7466 PMS 179 PMS 144 PMS 7489
Hex #31b7bc Hex #e94f35 Hex #f39200 Hex #94b654
NCS S 2050-B40G NCS S 1070-Y80R NCS S 1070-Y30R NCS S 2060-G40Y

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.
Backgrounds with the primary colors create awareness.
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
GSS Conf. WxHxD
57% 6710 660 x 700 x 1000 mm
6713 660 x 700 x 1300 mm
6717 660 x 700 x 1700 mm
6720 660 x 700 x 2000 mm
100 %
75 %
70 %
45 %
Quote in Adelle Sans Thin
Secondary colors work well as color plates behind tables,

charts and infographics.

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.
Arial is used for internal communication and Microsoft

office programs.
Aa
Adelle Sans

Adelle Sans Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz 1234567890
Adelle Sans Light
Adelle Sans Regular
Adelle Sans Bold
Arial Regular
Arial Bold

Using our Heading

The heading should be set in Adelle
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.

Heading in Adelle Sans Bold

and Adelle Sans Light
Preamble in Adelle Sans Light. 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.
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.
Subheading in Adelle Sans Bold

Alii dolorem ceteros ius ut, et vel salutatus voluptaria, eos ad case
definiebas. Probo facer has at, mei ne quando graecis phaedrum,
cum homero doming ne. No nec inani reprimique. Partem tibique
scaevola mea no. Cum repudiare mediocritatem 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.

Color options for headings

white background
Headings on a white background
must always be set in Getinge Blue.
Sub-headings may be set in an
accent color.
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.

Core elements
Core elements Visual Identity
Brand IdentityGuidelines
Guidelines
Color options for headings

Getinge Blue background
Headings on a Getinge Blue back-
ground can be set in white or an
accent color. If the heading is set
in an accent color, the sub-heading
must be white.
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Light
Heading in
Adelle Sans Bold
Adelle Sans Light

Color options for text elements

white background
The heading on a white background must always be set
in Getinge Blue. Captions and body copy must be set in
Granite. Other elements can be set in an accent color.
Sub-headings can also be set in Getinge Blue. Only use
one accent color on a spread or in a whole brochure.

dolor sit amet, no doctus oblique tibique
mei, volutpat tincidunt an per, eum ne.

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

Core elements
Core elements Visual Identity
Brand IdentityGuidelines
Guidelines

Getinge Blue background
The heading on a Getinge Blue background can be set in
white or in an accent color. If an accent color is used, the
sub-heading must be white. Captions and body copy must
be set in white. Other elements can be set in an accent
color. Only use one accent color on a spread or in a whole
brochure.


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


secondary color background
For the lighter secondary colors, Snow, Oat and Clay,
the same rules as for white backgrounds apply.
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
Subheading in Adelle Sans Bold Subheading in Adelle Sans Bold

Alii dolorem ceteros ius ut, et vel salutatus voluptaria, eos ad case Alii dolorem ceteros ius ut, et vel salutatus voluptaria, eos ad case
definiebas. Probo facer has at, mei ne quando graecis phaedrum, definiebas. Probo facer has at, mei ne quando graecis phaedrum,

For the darker secondary colors, Cliff, Granite and Midnight,

the same rules as for Getinge Blue backgrounds apply.
Heading in
Adelle Sans Bold
Heading in
Adelle Sans Light
Heading in
Adelle Sans Bold
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
Subheading in Adelle Sans Bold Subheading in Adelle Sans Bold

Alii dolorem ceteros ius ut, et vel salutatus voluptaria, eos ad case Alii dolorem ceteros ius ut, et vel salutatus voluptaria, eos ad case
definiebas. Probo facer has at, mei ne quando graecis phaedrum, definiebas. Probo facer has at, mei ne quando graecis phaedrum,

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.
Note! The only time the pattern can be used in printed

material is for security purposes on the inside of envelopes.
Contact Getinge Brand Management for pattern usage.

Headline in
Adelle Sans Bold
sub-heading in Adelle Sans Light
Tem rest omnimilique ommolor sum voluptaqui oditias

aut quia soluptatur sequae ped ut quis quuntotaqui
opta nobis repra sapis eiuntur
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.
For more information contact www.getinge.com
Must not be used in printed matter, for example in an ad.
Safety envelope lining.
Lorem ipsum dolor

rappep sit amet
Delenia quatem re prem volor aut optatur res quun tiisquia cone ant ilis nonsed quatur rehenis
excesciis molor mod quisquodis ad que archilicae et molumendia volectatet quo dolorporpor aut
sum unt aut ipis et ped evereium volo duciaesti liquis as sitiati ipsa con recusa aut volorum excea
culparchicid molum andelli busdae non corro sintius et quatusant autectatur, nonecul paribus
blam reriaeped molumendit autemo con et ra sita ipit asit et lab ius et ea cusam faciis que odipis
cum que molum aut as sit rehenti oditasp elibusa doluptatur?
plab is sint ressincte demporum veles mo veles et
eum rem exeria ium harum quo vera quidior a ius Lent, cum vollandi volorionet lantias qui nulpa
magnihicil in eseque netur aliquo dolo bla ipiet verum alit voluptatqui illupta spediantur accum
facerfera sequist invendi re nos aut repersp eli- rescit, nonsequiati comnim faccaboresti quam ut
LO R E M I PS U M D O LO R 7
Must not be used in printed matter, for example in a

brochure.
Must not be used in printed

matter, for example on a
rollup.
Interior decoration.
Facilities

Brand Identity Guidelines Print
Getinge in
print

Print Brand Identity Guidelines
No matter which format or size the Getinge printed

material comes in, it should deliver a clear message in a
visually consistent way building the Getinge brand.

Principles for composing

different types of
marketing material
The communication funnel consists of three groups:
awareness, positioning and sales support marketing
material. Composition and what elements to include are
different in each groups. Here are the main principles.
Awareness
Positioning
Sales
support

Awareness Awareness
Positioning
This type of communication shows what we mean with Sales

support
Passion for life. It addresses a broad audience drawing
attention to the Getinge brand.
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.
Life, is what happens

while youre living
Every patient deserves world class care, and every

caregiver deserves the time to provide it. Time to get personal
Getinge works with your unique setup your facilities intricate
We focus on elevating the entire healthcare experience puzzle to reduce hidden costs and help establish a seamless
for those providing care and those in need. workflow. So theres more time to think and more time to get
personal the essential ingredient for quality patient care.
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
Getinges solutions are the right ones.
An image of products in use or cut-out images of products may be

The headline presents used, but it does not take center stage. In this type of communication
proven claims. the headline and the body copy are more prominent.
Get a lot more done

with a lot less
Getinge 86-series Cut your costs
The new Getinge GSS67H cuts your energy needs
Lower your impact
Cutting your media consumption is not only
Three essential keys

by 20 30% and water consumption by up to 95%. better for your budget, its also better for the
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
Part of our user-centric range
99.99 % 20% more time 0% overlap 100 % 75 % 100 %
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.
*Sum faccaes pro blaccus nobist acia vel magnis ea vendia dolorepro offic totatiatio.
**Nam, quis volent molora epra sitinctur asperum harum nones aut modipsa.
For more information visit www.getinge.com

GETINGE 86-SERIES
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
Image area = 3/4 of the height or

the entire area, full bleed.
It may be 1/2 of the height if there
is need for longer body copy.
1/3 X
1/3 X
1/4 of height
Heading
1/3 X
1/3 X
Everum venimendae. Nam et velignam quo etur, alit
quatur re voluptatior sim es rera sae ducium quae
dolupitio. Olupti cullant iorehen delendi onecum aut
1/4 of height
laborro inissequis voluptas vendaecuptat ad molor
1/3 X
1/3 X
1/2 X X 1/3 X
Logotype width for different formats
Tabloid A4/Full page, spread A5/Half page Small Adverts

X=45 mm/1.8 X=40 mm/1.6 X=30 mm/1.2 X=26 mm/1

These examples illustrates the proper layout

and placement for components in an ad.
Awareness Awareness Awareness
Positioning Positioning Positioning
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
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. Solorepe
rumende llectur sed et estia voluptatur, que pratis dolupti te is aut harci
adipsam, cus unt harum quo quidus, sinverf erupta dolupta temque idem
solore se pe dipicitati a nam eate nonsequam quat.
Bit, con con consero eumque

Volupti isciendae praecus aeremporem sum acepell aborerc hicitatur apel-
lam quam, sandunt iandernatiscae niscipsam, cuptaturant, odi bea vernati
umquidipsam, ullessi ntempe volecto cuptiscidit
Tationse nimusandi sequiae. Igent quosamusaepe sequi Presente et ad magniminti quas aut eatemque volorro in plabo. Et vid
berum dicipitia volorissi re rentium labore est, seditas eosandi orepta sendaessunt, qui offici bea debis modis experiam qui con
sequis porpos moditatio ex ex esentem eum re poriatur prestinus, auditatur sentiosant landia vent, consequas quatio.
Udicide leceribusae vellabor maio corum facere veliscil maximol ecaestint dollupt
aectaero quiatis quibus sunture rchit, simi, tem que nonsequibus demporerum
velenis eos dolore et re, tem reri te doles sundaessenem sed eicatus, nos nisquis
exerio bla commo te nonsers perciae.
Onsent. Eveliquas se lat et volupta tatem. Nem acearchitate erum ipicatur *Olore vit illacerit quam, conseque reperitat abo.
reic tecepero conem voluptur simi, ute in re vel inverum ratum quis audit Doloria quo mossi anit lit velessi tatempor re santiurui reriantesed
atius cone illaborepra pratiur moloris dolorem autendu stionsequia
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.
Front cover Image area = 2/3 of the height Back cover
2/5 X
2/5 X
1/3 of height
2/5 X
2/5 X
1/3 of height
Dedicated area for

sender information.
Height may vary.
2/5 X
2/5 X
Heading X
Sub-heading
1/3 of height
1/5 X
Iquam quiam quia ipsunti ntibusc ipsant quam, volorem expelicaest eictibus dendis aut laute andendi con consequi qui
sum quae quassint as eum vellaccae latibeatur, sunt re volest dignit et eossimi, is eiciis acerero optae con consequissit
eturia si inverat.Optaqui audis elloritest, qui officab orenet quos sernam rehentur abor ratest et qui dolum vitaecerum
quide exces venihic tore consed quos derovid ernatis dolo omnissunt ellabo. Ut alicatur rerrunt facius sum quae perit est
offic tem qui conetur. Harcipsam landam et, sincia quae etur, omnisim ilibernate iduntis nonseniet faci blabo.
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
www.getinge.com PN XXXX-XXX XXXX
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
A5/Half US letter, 99x210, A6

X=32 mm/1.2

Front cover examples
These examples illustrate

the proper layout of a
brochure cover. Back-
Heading in Adelle Sans Bold Heading in Adelle Sans Bold
Sub-heading in Adelle Sans Light Sub-heading in Adelle Sans Light ground may be white or
on max two lines on max two lines Getinge Blue. Follow rules
on how to apply colors for
Optional text Optional text heading as specified for
the background color.
Back cover example
The back cover may be

white or Getinge Blue
with a vertical, centered
logotype. There is an
quide exces venihic tore consed quos derovid ernatis dolo omnissunt ellabo. Ut alicatur rerrunt facius sum quae perit est quide exces venihic tore consed quos derovid ernatis dolo omnissunt ellabo. Ut alicatur rerrunt facius sum quae perit est
offic tem qui conetur. Harcipsam landam et, sincia quae etur, omnisim ilibernate iduntis nonseniet faci blabo. offic tem qui conetur. Harcipsam landam et, sincia quae etur, omnisim ilibernate iduntis nonseniet faci blabo.
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
dedicated area for sender

www.getinge.com PN XXXX-XXX XXXX www.getinge.com PN XXXX-XXX XXXX
information.

Brochure pages
2/5 X
2/5 X
Heading
1/3 of height
Sub-heading
Preamble. Qui iur saperovit omnimet atus. Odit

2/5 X idunt vel idelectur sam atus, quiat aceperum aut
pore niti dolo ex exerio.
2/5 X
Delenia quatem re prem volor aut optatur res excesciis

molor mod quisquodis ad que archilicae sum unt aut
ipis et ped evereium volo duciaesti culparchicid molum
andelli busdae non corro blam reriaeped molumendit
autemo con et ra sita cum que molum aut as sit rehenti
Columns: 6
1/3 of height
oditasp elibusa plab is sint ressincte demporum veles mo

veles et eum rem exeria ium harum quo vera quidior a ius
magnihicil in eseque netur aliquo dolo bla ipiet facerfera
sequist invendi re nos aut repersp eliquun tiisquia cone Space between
ant ilis nonsed quatur rehenis et molumendia volectatet columns = 6 mm/0,24 inch
quo dolorporpor aut liquis as sitiati ipsa con recusa aut
volorum excea sintius et quatusant autectatur, nonecul
paribus ipit asit et lab ius et ea cusam faciis que odipis
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
X = the size of the logotype on the cover

Examples
An emotional image on the inside of

the brochure provides a nice balance
Heading in to the more professional image on
Adelle Sans Bold the cover. The same accent color on
Adelle Sans Light the cover also appears on the inside
Perum qui iur saperovit omnimet atus. Odit idunt
vel idelectur sam atus, quiat aceperum aut pore
spread.
niti dolo ex exerio.
Vollit, quidem qui ut et harchit liae. Ut qui voluptas nonsect enimagn impore occab
aut ipsundam fuga. Et acit ped eligend ipissint intior si quam sitae. busantintem
amusdaerunt lam quas voloriore audiori aperum aut voluptat iunt et as di.
busantintem aperum aut voluptat iunt et
as di volupta qui inus, consed et la non
conem quiatis ut quam, quas qui vitat illa
voluptatium fugit eum eumquae es ipsa-
pie turescil ea nus abor sum et aut officip-
it enist lam harum aditia seni optatusam
et quoditia perro quuntem. Lea quam, aut
quod exerciunt pra dolenti ncipiet ven-
dita temqui alisque perovit enim quate
vellatemos ni doles sit, et, ut occulpa
doloreiciis dolorem dolorep eriatquam
3 NAME OF BROCHURE NAME OF BROCHURE 4
The same accent color appears

Heading in throughout the brochure.
Adelle Sans Bold
and Adelle Sans Bold
Sub-heading in Adelle Sans Bold Sub-heading in Adelle Sans Bold
Optatibus velestio ipidenti dolor adipiti Optatibus velestio ipidenti dolor adipitis-
stium facepernat exerspitatem earundis tium facepernat exerspitatem earundis
aliquibusda ventore . aliquibusda ventore cerferciis sitem quo
optatur apedis audigni hicidel itatur atur
alicit velenda vel magnistrum sed ut acia
ad quo in net quas.
Sub-heading Sub-heading
100 % 75 % 100 %
25 %
Heading in Adelle Sans Bold

Delenia quatem re prem volor aut optatur res excesciis quo dolorporpor aut liquis as sitiati ipsa con recusa aut
Loremipsum Product Loremipsum Product
molor mod quisquodis ad que archilicae sum unt aut volorum excea sintius et quatusant autectatur, nonecul
name name
ipis et ped evereium volo duciaesti culparchicid molum paribus ipit asit et lab ius et ea cusam faciis que odipis
andelli busdae non corro blam reriaeped molumendit doluptatur?
autemo con et ra sita cum que molum aut as sit rehenti Lent, cum vollandi volorionet lantias qui nulpa verum
oditasp elibusa plab is sint ressincte demporum veles mo alit voluptatqui illupta spediantur accum rescit, nonse-
veles et eum rem exeria ium harum quo vera quidior a ius quiati comnim faccaboresti quam ut esequis maximol
magnihicil in eseque netur aliquo dolo bla ipiet facerfera uptiatquia solore ped ea aspel mod mos et voluptatis Optatibus velestio ipidenti dolor adipitistium facepernat exerspitatem earundis
sequist invendi re nos aut repersp eliquun tiisquia cone vendictur, to bla volorrum, se eumqui blaut estem iur aliquibusda ventore cerferciis sitem quo optatur apedis audigni hicidel itatur atur
ant ilis nonsed quatur rehenis et molumendia volectatet reped quo vellabo rroresto to imus, oditasedoluptatio. alicit velenda vel magnistrum sed ut acia ad quo in net quas
In this example, a graph is created

Heading in Adelle Sans Bold with an accent color, its gradients
and Adelle Sans Light and a secondary color. Key infor-
Delenia quatem re prem volor aut optatur res excesciis
Product name Product name Product name
mation is highlighted in the same
accent color.
molor mod quisquodis ad que archilicae sum unt aut ipis
et ped evereium volo duciaesti culparchicid molum andel-
li busdae non corro blam reriaeped molumendit autemo Lorem ipsum dolor
con et ra sita cum que molum aut as sit rehenti oditasp
elibusa plab is sint ressincte
57%
Lorem ipsum dolor
Veles mo veles eta ius magnihicil in dolo:
Veles mo veles et eum rem exeria ium harum quo vera Lorem ipsum dolor
quidior a ius magnihicil in eseque netur.
Repersp eliquun tiisquia cone ant ilis nonsed quatur

Lorem ipsum dolor
rehenis et molumendia volectatet quo dolorporpor aut
liquis as sitiati ipsa con recusa aut volorum. Lorem ipsum dolor
Di secest, quam faceria Lorem ipsum dolor
mus quia maximol con Faceruptiae re, vero omnitae quis autem. Lorem ipsum dolor
Ut et anda aliquia tatiis deratio.
aut eato facitam endus. Nequosam ipiendit adi vere, cor accum hicien Lorem ipsum dolor
Lorem ipsum dolor

Lent, cum vollandi volorionet lantias qui nulpa verum alit
voluptatqui illupta spediantur accum rescit, nonsequiati
Title of column Title of column Lorem ipsum dolor
comnim faccaboresti quam ut esequis maximol uptiatqui. Lorem ipsum dolor Rappep sit amet
Lorem ipsum dolor Rappep sit amet

Lorem ipsum dolor
Veles mo veles eta ius in dolo:
Veles mo veles et eum rem exeria ium harum quo vera Lorem ipsum dolor
quidior a ius magnihicil in eseque netur. Lorem ipsum dolor Rappep sit amet
Aliquo dolo bla ipiet facerfera sequist invendi re nos. Lorem ipsum dolor Rappep sit amet
Ped ea aspel mod mos et voluptatis vendictur, to bla Lorem ipsum dolor Rappep sit amet
Delenia quatem re prem volor aut optatur res excesciis molor mod quisquodis
volorrum, se eumqui blaut estem iur reped quo vellabo
Lorem ipsum dolor Rappep sit amet ad que archilicae sum unt aut ipis et ped evereium volo duciaesti culparchicid
rroresto to imus.
molum andelli busdae non corro blam reriaeped molumendit autemo con et ra
sita cum que molum aut as sit sequist iant ilis nonsed quatur

Magazine cover
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
alone symbol is allowed

on the front cover of a
magazine.
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
Symbol width for different formats
A3/Legal A4/US letter

X=35 mm/1,4 X=24 mm/1

Front cover example
Agnis estibusae. Et verum eatectius, Endandicia culparum nimet, si saperibus sin

elestet deri occus et ut harum di voloreh 02 none vent etur sequo dunt lam dolup 14
Magazine
Sub-heading in Adelle Sans Light on one line
Headline in
06
Adelle Sans Bold
03 | Agnis estibusae. Et verum eatectius, elestet deri occus et ut harum di voloreh

08 | Endandicia culparum nimet. Si saperibus sin none vent etur sequo dunt lam dolup

Product sheet cover

This example illustrates the proper layout of a product information sheet cover.
The cut-out image of the product is presented on a white background. The heading
is set in Getinge Blue. An accent color draws attention to the sub-heading.
Margins are set in proportion to the width of the Getinge logotype on the front cover.
Front cover Back cover
2/5 X
2/5 X
1/3 of height
2/5 X
Image area
2/5 X
1/3 of height
Dedicated area for

sender information.
Height may vary.
2/5 X
2/5 X
Product name X
Sub-heading
1/3 of height
1/5 X
2/5 X Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.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
A5/Half US letter, 99x210, A6

X=32 mm/1.2

Front cover example Back cover example
Product name in AS Bold

on max two lines Iquam quiam quia ipsunti ntibusc ipsant quam, volorem expelicaest eictibus dendis aut laute andendi con consequi qui
Manufacturer 1234 Street Address City, State and code Country +00 000 000 000 name@manufacturer.com
P R O D U C T S P E C I F I C AT I O N

Product sheet pages
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
GETINGE PRODUCT NAME

2/5 X
3
1/5 X
2/5 X 2/5 X
X = the size of the logotype on the cover

Example
Chamber volume Inner Dimensions Chamber Volume (Nominal Internal)
and size GSS Conf. WxHxD Single Door Double Door
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.
Capacity Model STU ISO SPRI
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
Installation G1206 CCB HC. The CCB is an air pressure differential

seal designed to prevent cross-contamination between
GSS67H is designed to cover a wide range of customer classified zones of the facility and to keep an air differ-
requirements concerning installation of the sterilizer ential pressure between zones.
- Control side
Number of doors - Non-control side
Single door (n/a for 6720).
Double door (pass through configuration). Control cabinet service access
Control side
GSS67H is installed recessed into wall(s) as standard. Non-control side
Optional installation alternatives are:
G1101 Cabinet Enclosure (single door). Power cabinet service access
G1102 Mixed. Recessed into wall on non-control side an Control side. Into packing area (only applicable with
cabinet on control side (double door). sidemounted operator panel)
Non control side. Into sterile area (only applicable for
GSS67H is serviced from left side as seen from control side double door and sidemounted operator panel )
as standard. Optional service alternative is:
Service area.
G1112 Right side service.
- Sideways fallback.
Placement towards control side
The vacuum pump on GSS67 is normally placed within the
- Backwards fallback.
sterilizer. Optionally it can be located remotely, up to 15m
Placement towards control side
away from the sterilizer, on the same floor or below.
- Sideways fallback.
G1142 Remote located Vacuum pump.
Placement towards non-control side
- Backwards fallback.
Other installation options Placement towards non-control side
G1152 Wheels for installation. To move the sterilizer into
place during installation.
G1161 Winnover tray. A tray to collect water or
condensate underneath the sterilizer.
GETINGE PRODUCT NAME 4

Two-page product sheet

This example illustrates the proper layout of a product information sheet.
The cut-out image of the product is presented on a white background.
An accent color draws attention to the sub-heading.
Front cover Back cover

X
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
Ut qui qui tes dit eturepta volorepta sim velenim endantu sciustis eum venist odio mod quat venihiliquas repta
2/5 X 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
2/5 X
2/5 2/5
X X X
Columns: 6
Space between columns = 6 mm/0,24 inch
A3/Legal A4/US letter A5/Half US letter, 99x210, A6

X=63 mm/2.4 X=45 mm/1.8 X=32 mm/1.2

P R O D U C T S P E C I F I C AT I O N
GSS67H 6710 660 x 700 x 1000 mm 481 L 468 L
Steam SterilizerProduct name in

6713 660 x 700 x 1300 mm 621 L 609 L
for Healthcare applications 6717 660 x 700 x 1700 mm 809 L 796 L
Adelle Sans Bold

6720 660 x 700 x 2000 mm - 937 L
Product Specification
Sub-heading in Adelle Sans Light on max one line
Capacity Model STU ISO SPRI
GSS6710 6 6 6
Icaectur aut offictiorit provit aut aut harciendit
Backed by more than 100 years of experience, Getinges GSS6713 8 9 9
ant ditat am, alit qui dollorepero temqui sequ-
global reach and extensive installed base, provides us
as endem simusdantis iusa venihil iscit, ut am
GSS6717 10 12 12
with the knowledge to numassist our customers in planning

faci quia voluptatem voluptas nonsed etur
GSS6720 12 12 12
for optimal and efficientreiundiciae

workflows.omnimIn untthis way
hic tem. werehelp
Itatet verum 1 STU = 600 x 300 x 300 mm, 1 ISO = 600 x 400 x 200 mm, 1 SPRI = 585 x 395 x 195 mm
you maximize throughput and provide

volorectibus solutions
int, con nobis quas quidforquam fa-
efficient production. With
cerumourautpremium
exceptat mo equipment, project
tem est ipsante stinven
management, logistics,imperio.
signature
Expliciisservice, and latincipsum
dolupie ndandit training, Installation Other installation options
quuntes tiatqui asperib uscipsum sum, sandisq
you can count on Getinge right from the start. G1152 Wheels for installation. To move the sterilizer into
uiscid ut omnia quidus. GSS67H is designed to cover a wide range of customer place during installation.
The Getinge Steam Sterilizers GSS67H are automatically requirements concerning installation of the sterilizer
controlled, high performance

Con esequiasteam sterilizers
temquia built with
volorepero mossequae
Number of doors
G1161 Winnover tray. A tray to collect water or
condensate underneath the sterilizer.
the latest technology and highest
consed quis name grade
dipsammaterials.
fuga. Cium quas alist,
Single door (n/a for 6720).
nullaut et lat dolorpo rerfero cus dolent aborest, G1206 CCB HC. The CCB is an air pressure differential
The Red Dot Award winning user interface CENTRIC is Double door (pass through configuration). seal designed to prevent cross-contamination between
tendis sundae pe cone renda sanis ea nusdae
intuitive and user friendly. classified zones of the facility and to keep an air differen-
eiunt quodis es ipsam. GSS67H is installed recessed into wall(s) as standard. tial pressure between zones.
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
Control side. Into packing area (only applicable with side-
Quality StatementSolupti Confidence invollest
blanit modia pro et the Getinge group
aut doluptibust in is the Solupti
comnimus. Intoresed que sundae et laccumq uisquid eliqui
mostblanit
important
modia proquality
et vollest criteria. Thisin is the
aut doluptibust
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
utemosae conserest, tem restet id quo que nonse volor utemosae conserest, tem restet id quo que nonse volor
Products and services supplied by Getinge
molorem porporecusa dolupti quamus et, voluptibusam
conform to the agreed terms and
molorem porporecusa dolupti quamus et, voluptibusam G1142 Remote located Vacuum pump. double door and sidemounted operator panel )
expectations.
expeleniento Theditio.
il molorum labores achievement
Ribus, sit volor of theseexpeleniento
sequi quality goals is the
il molorum basis
labores for continued
ditio. Ribus, sit volor sequi Service area.
competitive
blaut dolupta and audit
si beriori beratur successful enterprise. blaut dolupta si beriori beratur audit
Lorem ipsum dolor rappep. Demolorum velibus ad quiat acea soluptium aut ent offic temposapedio tem. Et liqui reruptio. Arum Ut qui qui tes dit eturepta volorepta sim velenim endantu sciustis eum venist odio mod quat venihiliquas repta
prerfer ioreium simus eatemol upistrum reriat assum illaceste plabore perume simet et alit am am conseque
aut exerum vellautatia que eicit libus. Ugit eum aut la veles nos acearum fugitatusam eum illo te pero od quia veliquo volupidere,
Application The sterilizer is intended to sterilize wrapped and unwrapped medical items suited
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elignimpor sandis quiduntis et, sum facepercim ipit, sa etur magnietur sa deni sed erorerite
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.

6710 660 x 700 x 1000 mm 481 L 468 L
6713 660 x 700 x 1300 mm 621 L 609 L

Dedicated area for
6717 660 x 700 x 1700 mm 809 L 796 L
sender information.
6720 660 x 700 x 2000 mm - 937 L
Customer Reference
1/10

White paper, folder

Present white papers, case studies or interviews in the
same style as a magazine article. Make sure to label
document type correctly e.g. white paper.

symbol on the front cover.
Front cover Pages

X
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
Heading in Adelle Sans

1/3 of height
Heading in Adelle Sans Light Bold on two lines

on max two lines
Sub-heading in Adelle Sans Light on one line
3/4 X
3/4 X
Perum qui iur saperovit omnimet atus.Odit idunt vel idelectur
3/4 X sam atus, quiat aceperum aut poreniti dolo ex exerio ipsanihi
cium aliatur ad magnis nisto quiat aceperum aut poren
Ebit volupta nus nus ut maio. Et laut evelisitate iminum

1/3 of height
quiae peritem sa voluptatus. Ucidus, antio. Faceruptiae re,

vero omnitae quis autem. Ut et anda aliquia tatiis deratio.
Nequosam ipiendit adi vere, cor accum hicient ilicat.
Harum fugia pre omnis ut plaborum idio

cus quid eos archill orempos untorepudi con parciaesero
mo occum autatur molest, illit estius es voles a voluptaque
sin reruptatem andit mos vidia quiaepernat et, optaerita
ium hari bla cus aut ratem eos es explibus.
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
Image area Exception! The stand alone Columns: 6

symbol is allowed on the Space between columns = 6 mm/0,24 inch
front cover of a white paper.
Symbol width for different formats
A3/Legal A4/US letter

X=35 mm/1.4 X=24 mm/1

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
Heading in Adelle Sans Light

1. Quide nimusae nusam, consequo omnime consequ aepedit magnisto elias re pratem.
Feribus deleniendia sapis aut et et, nobita conecuptius eost ipsant que dolorem e
on max two lines 2. Sequas di tem voluptam untiunt moloris abor sanihic ipsandam ut ut autem niminctes
volorro te pro conem lit ent.
3. Pudiciis nonemposam volorestem renda ditature voluptae aut quiamus alibus mi, om-
nihit volorup tatem. Upta nihicimperum reribeat est, eaturit maion et eum unt aciminus
erit, quaeper naturiassi reste quia aut estio con con plistor sam, que voluptium fuga.
4. Nam quiam, sunt hicilit andant audae dolorer eperoratam qui volupta essunt fuga.
Nam estias et possimo luptassit apide atemo odicime voluptatia abor sunt ma corat
eatur atem quatquam quaspiet eosae magnatem.
Heading in
Adelle Sans Bold See brochure cover
Et verum eatectius, elestet deri occus et ut harum di voloreh for measurements and
logotype placement.
si saperibus sin none vent etur sequo dunt lam dolup.
Esent volorrovid ex evendae venectur arione di quia pa sum quae quassint as eum vellaccae latibeatur, sunt re volest dignit et eossimi, is eiciis acerero optae con consequissit
Manufacturer 1234 Street Address City, State and code Country

Sales Office 1234 Street Address City, State and code Country
Pages example
This example illustrates the

proper layout of a white paper.
The background is white.
Fciur, ommo odipsae coreperferum fugit
dipsam asitia net unt quam, sim enis
expernam que eosam hitiora est illatae lab
Bold on two lines

initaturios molendit imillectem iducienim
Sub-heading in Adelle Sans Light on one line The heading on the white back-
ground must be set in Getinge
Perum qui iur saperovit omnimet atus.Odit idunt vel idelectur
Blue. The sub-heading may be
sam atus, quiat aceperum aut poreniti dolo ex exerio ipsanihi
cium aliatur ad magnis nisto quiat aceperum aut poren set in an accent color. Only use
Ebit volupta nus nus ut maio. Et laut evelisitate iminum La aut int eaquati busdanihit voluptaque Ebit volupta nus nus ut maio.
one accent color throughout
the entire white paper.
quiae peritem sa voluptatus. Ucidus, antio. Faceruptiae re, Fciur ommo odipsae coreperferum fugit consenducias ipsam volum utatat Et laut evelisitate iminum quiae peritem
vero omnitae quis autem. Ut et anda aliquia tatiis deratio. Fciur, ommo odipsae coreperferum fugit dipsam asitia net Quide nimusae nusam, consequo omnime consequ aepe- sa voluptatus. Ucidus, antio. Faceruptiae
Nequosam ipiendit adi vere, cor accum hicient ilicat. unt quam, sim enis expernam que eosam hitiora est illatae dit magnisto elias re pratem. Feribus deleniendia sapis aut re, vero omnitae quis autem. Ut et anda
lab initaturios molendit imillectem iducienim et et, nobita conecuptius eost ipsant que dolorem et, sequ- aliquia tatiis deratio. Nequosam ipiendit adi vere, cor
Harum fugia pre omnis ut plaborum idio as di tem voluptam untiunt moloris abor sanihic ipsandam accum hicient ilicat.
cus quid eos archill orempos untorepudi con parciaesero ut ut autem niminctes volorro te pro conem lit ent.
60
mo occum autatur molest, illit estius es voles a voluptaque Pudiciis nonemposam volorestem renda ditature voluptae Harum fugia pre omnis ut plaborum idio
sin reruptatem andit mos vidia quiaepernat et, optaerita 50 aut quiamus alibus mi, omnihit volorup tatem. Upta nihi- cus quid eos archill orempos untorepudi con parciaesero
ium hari bla cus aut ratem eos es explibus. cimperum reribeat est, eaturit maion et eum unt aciminus mo occum autatur molest, illit estius es voles a voluptaque
40 erit, quaeper naturiassi reste quia aut estio con con plistor sin reruptatem andit mos vidia quiaepernat et, optaerita
Sequam volori vel illaut quas inis sam, que voluptium fuga. Nam quiam, sunt hicilit andant ium hari bla cus aut ratem eos es explibus oluptatium
30
oluptatium quam ea volorernam, quiam illanduntiat vit audae dolorer eperoratam qui volupta essunt fuga. Nam quam ea volorernam, quiam illanduntiat vit dolupta tqui-
dolupta tquiame rempore dem quid ut et aut excerna tio- 20 estias et possimo luptassit apide atemo odicime voluptatia ame rempore dem quid ut et aut excerna tiorata quatius,
rata quatius, sam, que dolorum explate dolorem quiat eos abor sunt ma corat eatur atem quatquam quaspiet eosae sam, que dolorum explate dolorem quiat eos ut evendae
ut evendae dolor magnienis mossi volecti busaperi apid 10 magnatem et rem. Nequam, tes debit andebitat quid molo dolor magnienis mossi volecti busaperi apid magnim ipsam
magnim ipsam ne volo bearum quate
0
0 1 2 3 4 5
Resequam sectint a conem qui aut et magn
acit laut es nonsecum, sinimod etur, sunt, apis es volore
cuptati nobis provit aborum nat. Me persper umquodiciet 60
rem veri delit occum es eium con restota speribus dolupta- 50

Firstname Lastname
que sit alignis in corum qui vid magnimi, que cor mint. Xim faciur, ommo odipsae core-
40
Iquiat quatio. Lis eationem dolut alis simet minitas perferum fugit dipsam asitia net 30
moditib usandae as iur, sit ditae nusa in recabo. Ita am que unt quam, sim enis expernam 20
vel ilibus a pa derita volute occupta tiatur minctur asi ab que eosam hitiora est illatae lab
Fciur, ommo odipsae coreperferum fugit 10
initaturios molendit imillectem
ipsum conseque seque quibusaperum fugiasi ressinvenet dipsam asitia net unt quam, sim enis 0
iducienim
et ut accabo. Ruptatus, aut pratecusam, sunt aut exeria vel expernam que eosam hitiora est illatae lab 0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5
intius. initaturios molendit imillectem iducienim
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

White paper, single sheet

Present white papers, case studies or interviews in the
same style as a magazine article. Make sure to label
document type correctly e.g. white paper.

logotype on the front cover.
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
2/5 X qui dollorepero temqui sequas endem simusdantis iusa venihil
iscit, ut am num faci quia voluptatem voluptas nonsed etur
reiundiciae omnim unt hic tem. Itatet re verum volorectibus int,
2/5 X con nobis quas quid quam facerum aut exceptat mo tem est.
Solupti blanit modia pro et vollest aut doluptibust in

utemosae conserest, tem restet id quo que nonse volor
expeleniento il molorum labores ditio. Ribus, sit volor sequi
Columns: 6
1/3 of height
blaut dolupta si beriori beratur audit Ore non est volor-

rorum eiusa volorec temperruptam que eossimi llitature-
pro dolorunt.
Space between
columns = 6 mm/0,24 inch
2/5 X
2/5 X
1/3 of height
2/5 X
Logotype width
Solupti blanit modia pro et vollest aut doluptibust in comnimus. Intoresed que sundae et laccumq uisquid eliqui utemo-
sae conserest, tem restet id quo que nonse volor molorem porpor ecusa dolupti quamus et, voluptibusam expeleniento
il molorum labores ditio. Ribus, sit volor sequi blaut dolupta si beriori beratur audit Ore non est volorrorum eiusa volorec
temper ruptam que eossimi llitaturepro dolorunt.
2/5 X A4/US letter

X=45 mm/1.8
2/5 X X 2/5 X
Dedicated area for

sender information.

Example
C A S E S T U DY

Bold on two lines
Icaectur aut offictiorit provit aut aut harciendit ant ditat am, alit
qui dollorepero temqui sequas endem simusdantis iusa venihil This example illustrates the proper
iscit, ut am num faci quia voluptatem voluptas nonsed etur layout of a white paper. The back-
reiundiciae omnim unt hic tem. Itatet re verum volorectibus int,
con nobis quas quid quam facerum aut exceptat mo tem est.
ground is white.
Harum fugia pre omnis ut plaborum

Solupti blanit modia pro et vollest aut doluptibust in
comnimus. Intoresed que sundae et laccumq uisquid eliqui Tem alit qui ut quos periorenim velita audia nempore, The heading on the white back-
utemosae conserest, tem restet id quo que nonse volor
nonsequ iatur, cullest derum ditaquia venihicit a abora
volorepre qui aut ut laborru ptatestrum doluptat labo. Nam
ground must be set in Getinge Blue.
expeleniento il molorum labores ditio. Ribus, sit volor sequi nimolup taecum, quam, solecto verum autem. Us si as The sub-heading may be set in an
blaut dolupta si beriori beratur audit Ore non est volor- voluptatur, in re nusantis soloreped que vel il id quia vent
rorum eiusa volorec temperruptam que eossimi llitature- ea velia earum, id quid quo qui ut ut eiunt volupti oreiunt accent color. Only use one accent
pro dolorunt. am aboritatus mod quia quos dunt maios solore sequis alia
sequi alique pellaccatur alit pore corem et ex eturitior sin color.
non corro volo quat entur adis sa quam, sitatur, illorestem
earchici omnite offic tectem. Et alis enis dolorum fugite
nem nis aut explaute volupidunt, idem. Namenit labore
volupta erroreptas ium nonsenim accatur si quunt quo bea
nobisitam apid quibus ex expeditis de voluptati officae.
Harum fugia pre omnis ut plaborum

Ut quam, ut rempos cus erchit quo de di tet as unt, sim
ad unte nonsed et, consequi aut ex estrum qui dit ipsapid
mi, omm Ga. Ut et omnis resci blabore il molestium qui re
60
landunt voluptat.
50
As desto totatio quatem volum voloreritat labor mo
40
od que volupture volor mincto ea pa voloribus ius audam
30
dolum quam dentisintias intis ipis num quias rae simosam
20
as simod et aut aut as aceptatem aut re ligendi tinciliquiam
10
qui core num venduci tionsequas nemporum re peres aut
0
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5 aut qui optio. Itatis enis volumque eatet autatet ea corro-
reiumet et quasitatiore mo eatecusdae offiquasitatiore mo
Fciur, ommo odipsae coreperferum fugit dipsam asitia net eatecusdae offique voloreperum autatqui ra nonet harum
unt quam, sim enis expernam que eosam hitiora est illatae volorit, sini nonectia aria comnitin recus. Doluptae et aut
Solupti blanit modia pro et vollest aut doluptibust in comnimus. Intoresed que sundae et laccumq uisquid eliqui utemo-
sae conserest, tem restet id quo que nonse volor molorem porpor ecusa dolupti quamus et, voluptibusam expeleniento
il molorum labores ditio. Ribus, sit volor sequi blaut dolupta si beriori beratur audit Ore non est volorrorum eiusa volorec
temper ruptam que eossimi llitaturepro dolorunt.

Posters, portrait
1/3 X
1/3 X
1/3 of height
Image area may cover

entire poster, full
bleed or 2/3 of the
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
derfera enis acerior ehendis.
1/3 X
1/3 X
1/3 X X 1/3 X
Logotype width on poster
A3/legal A1 500x700 mm 700x1000 mm

X=65 mm/2.6 X=130 mm/5.2 X=110 mm/4.2 X=160 mm/6.1

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

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.
Background may be white or Getinge

Blue. Follow rules on how to apply colors
for heading as specified for the back-
ground color.
The heading on a Getinge Blue background is set

Heading in Adelle Sans Bold in white or in an accent color. Body copy and the
Sub-heading in Adelle Sans Light Getinge logotype are set in white.
on max two lines
Background may be white or Getinge Blue. Follow
www.getinge.com
rules on how to apply colors for heading as specified
for the background color.

Posters, landscape
Text plate at bottom
1/3 X
1/3 of height
1/3 X
Heading
1/3 X
1/3 X
1/3 of height
Image area may cover entire poster,

full bleed or 2/3 of the height.
1/3 X
1/3 X
Sub-heading
1/3 of height
1/3 X
1/3 X
1/3 1/3
X X X
Standing text plate always on the right side

1/3
X
1/3 X
1/3 of height
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
on max two lines

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
Porias peruntiustis rehent, odit, etur, consed

quis mos sit aut unt, officieturi ulpa is abo.
The heading on a Getinge Blue background can be set in

Doluptat omnit volupta volor sent am eius
voluptas eligni lupta volor sent am eius vo
white or in an accent color. Body copy and the Getinge

logotype are set in white.
Background may be white or Getinge Blue. Follow rules

on how to apply colors for heading as specified for the
background color.

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
Logotype width on poster
A3/legal 700x500 mm 1000x700 mm

X=65 mm/2.6 X=110 mm/4.2 X=160 mm/6.1

Instructional poster example
Heading in Adelle Sans Bold on max one line


1 2 3 4 5 6
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.
A Sub-heading in Adelle Sans Bold B Sub-heading in Adelle Sans Bold
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.
2 Connect arterial pressure cable 2 Connect arterial pressure cable

to pressure input port. to pressure input port.
Ut qui qui tes dit eturepta volorepta sim velenim endantu sciustis eum venist odio mod quat venihiliquas repta
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
An instructional poster contains a text plate in Getinge

Blue at the top. It contains a logotype to the right and a
heading with or without a sub-heading ranged left. The
headings may be set in white or an accent color.

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.
Active area for text and image
1/3 of
height
1/5
X
Logotype width on roll-ups
X=320 mm/12.8

Single roll-up examples
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.
A centered vertical logotype is

Example of group of roll-ups allowed on a roll-up that is part of
the group.
Exception! Accent colors may be used as a background on a roll-up.

Make sure the roll-up is presented in a group of Getinge roll-ups.
The group may also contain a roll-up with just an image, no logotype.

Large formats, portrait

Heading, body copy and logotype are placed on top or bottom on lightboxes,
large banners or billboards depending on location and surroundings. Text and
logotype must be clearly visible.
Image area may cover entire format,

full bleed or 3/4 of the height.
1/3 X 1/5
X X
1/5 X 1/5 X
1/5 X 1/5 X
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
Obit, imus re volum re estis atiatur, tectis

ciet harum quiam doluptae autemporitio
1/4 of height
1/5 X 1/5 X
1/5 X 1/5 X
1/3 1/5
X X X
Image area may cover entire format, full bleed

or 2/3 of the height.
Logotype width on large format, portrait
X=30 % of the shortest side.

Single large format examples
Heading in
Heading in Adelle Sans Bold Heading in Adelle
on two lines Adelle Sans Sans Bold
Bold
Body copy. Obit, imus re volum re estis
atiatur, tectisciet harum quiam dolup
tae autemporitio quidem sinimpo stot
aquamet tectisciet harum quiam
Body copy. Obit, imus re volum re estis

atiatur, tectisciet harum quiam doluptae
autemporitio quidem sinimpo stuamet
tectisciet harum quiam doluptae
Background may be white or Getinge Background may be white or Getinge

Blue. Follow rules on how to apply Blue. Follow rules on how to apply
colors for heading as specified for the colors for heading as specified for the
background color. background color.
Example of group of large formats
A centered vertical logotype is allowed on a

lightbox or large banner that is part of a group.

Large formats, landscape

The logotype can be placed in the bottom right
corner or in the upper right corner depending on
image and where it is most visible.
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
Busciis aut harchillaut vel exceperiberi

aut intia vent. Quide endae nempers
perrum quo doles aut earum reicto mil
1/5 X
ipsam sandae offictecte deniment
1/5 X
1/3 of height
1/5 X
1/4
X X
Image area
1/4 1/4 X 1/4

X X X
1/5 X
1/3 of height
1/5 X
1/5 X
Heading
1/3 of height
1/5 X
1/5 X
1/3 of height
1/5 X
Image area = 2/3 of width The logotype can be

placed in the bottom right
corner or in the upper
right corner.
Logotype width on large format, landscape
X=45 % of the shortest side.

Examples
Heading in
Adelle Sans
Bold lorem
Find out more at www.getinge.com
Heading in Consed mo eariatque am aut
Adelle Sans Bold

quissinienem voloressim
faccuptatem quiatur periat
fuga sit amet consectetur.
Visit us, booth A 02:14

2017.02.15 - Getinge Brand Identity Guidelines

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2017.02.15 - Getinge Brand Identity Guidelines

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Introduction Brand Identity Guidelines

Getinge December 2016 1

Tone of voice in copy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

2 Getinge December 2016

Core element . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Brochure

Getinge December 2016 3

What makes Getinge

And we have a genuine passion for improving the

4 Getinge December 2016

Getinge December 2016 5

Competent is the best way to

Deliver it in every communication

dynamic innovators ideas surrounding the continuum of care.

in how we market Approach every marketing piece with the same

caring, devoted describing precisely how promises are met.

Confirm Call for attention with the confidence of an

that we are industry leader.

self-assured Show our customers appreciation.

Getinge December 2016 7

Showing that we truly understand healthcare is how we

Have perspective Product is never the hero our customers

Show respect We arent care givers, we offer inanimate

Embrace reality We have to show compassion.

We work in an industry of science, We have to be credible.

Be passionate Are built on real-life relationships between

Getinge December 2016 9

10 Getinge December 2016

Getinge December 2016 11

The communication funnel

Positioning Positioning marketing is

12 Getinge December 2016

Getinge December 2016 13

14 Getinge December 2016

Using the same tonality in all our copy builds familiarity

Getinge December 2016 15

16 Getinge December 2016

The worlds most desired

The words we use and

This is what were really selling

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Match the target

Explain without Inspire rather

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Only make claims

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The ideal partner

Intelligent not intellectual Truly sustainable workflows Integrated solutions engine-

Challenging not aggressive Increasing personal Stop treating the symptoms

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We focus on elevating the entire healthcare experience

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independence is an important step towards feeling whole again.

Our comprehensive range of standing and raising aids are designed

control and preciseness needed to provide more personalized and safer

Safe, convenient and cost-effective, AGC is engineered to improve

20% more time

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A consistent image tonality is key; it builds trust

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Reflecting our brand

Our new image tonality reflects Getinge as an innovative