Global Branding Principles & Style Guide

P&G Oral Care: CONFIDENTIAL • V1.1: 09.21.10

Welcome to the branding principles
and style guide for the P&G Oral Care
brands. Use this as a tool to be inspired
when expressing our brand equities.
Visit the Oral Care Visual Identity site to access the latest visual

assets such as logos, packaging images, PowerPoint templates as well as

a full version of the Oral Care Branding Principles & Style Guide.

[Link]
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 4

Equity Guide Complete Protection

Brandmark Lock-ups . . . . . . . . . . . . . . . . 72
Branding Principles & Style Guide Objectives . . 5 Typography . . . . . . . . . . . . . . . . . . . . . 74
Manifesto . . . . . . . . . . . . . . . . . . . . . . . 6 Color & Variant Colors . . . . . . . . . . . . . . . 75
Our WHO . . . . . . . . . . . . . . . . . . . . . . 10 Backgrounds & Icons . . . . . . . . . . . . . . . . 76
Equity Pyramid . . . . . . . . . . . . . . . . . . . 11 Twirl & Marquee . . . . . . . . . . . . . . . . . . . 77
Architecture . . . . . . . . . . . . . . . . . . . . . 12 Packaging Hard & Soft Points . . . . . . . . . . 79
Brand Theme . . . . . . . . . . . . . . . . . . . . 14 Photography . . . . . . . . . . . . . . . . . . . . 80
Equity Building Choice Wheel . . . . . . . . . . . 15
VisID Summary . . . . . . . . . . . . . . . . . . . 16
Essentials
Design Language . . . . . . . . . . . . . . . . . . 25
Business Packaging Strategy . . . . . . . . . . . 27 Typography . . . . . . . . . . . . . . . . . . . . . 82
Colors . . . . . . . . . . . . . . . . . . . . . . . . 83
Photography & Illustration . . . . . . . . . . . . 84
USAGE Guide

Promotional Packaging
Category Principles . . . . . . . . . . . . . . . . . . . . . . 86

Quick Look
Crest Brandmark . . . . . . . . . . . . . . . . . . 33 Branding . . . . . . . . . . . . . . . . . . . . . . . 87
Oral-B Brandmark . . . . . . . . . . . . . . . . . . 35 Shape . . . . . . . . . . . . . . . . . . . . . . . . 88
Blend-a-med Brandmark . . . . . . . . . . . . . . 37 Typography . . . . . . . . . . . . . . . . . . . . 89
Master Brandmark Lock-Ups . . . . . . . . . . . 38 Color . . . . . . . . . . . . . . . . . . . . . . . . 90
Typography . . . . . . . . . . . . . . . . . . . . . 41 “New” Communication . . . . . . . . . . . . . . . 92
Color & Background . . . . . . . . . . . . . . . . 42 Paste Examples . . . . . . . . . . . . . . . . . . . 93
Lifestyle Photography . . . . . . . . . . . . . . . 43 Rinse Examples . . . . . . . . . . . . . . . . . . 94
Mega-property Photography Principles . . . . . 44 Manual Brush Example . . . . . . . . . . . . . . 95
Product Photography . . . . . . . . . . . . . . . 45 Power Brush Example . . . . . . . . . . . . . . . 96
Waypoint & Shape Language . . . . . . . . . . 46 Floss Example . . . . . . . . . . . . . . . . . . . . 97
The information contained in this book is confidential and is for internal use only.

FMOT
Professional Health
The photography in this for document is used for inspirational purposes only. Licensing
Principles . . . . . . . . . . . . . . . . . . . . . . 99
and/or permission for their use may not have been obtained. The images must not be used Brandmark Lock-ups . . . . . . . . . . . . . . . 54
Shape . . . . . . . . . . . . . . . . . . . . . . . 102
beyond this document. Please refer to section “Contact List”, if you wish to obtain more Typography . . . . . . . . . . . . . . . . . . . . 56
information on usage rights for photography.
Color . . . . . . . . . . . . . . . . . . . . . . . . 103
Color & Variant Colors . . . . . . . . . . . . . . . 57
PDQ . . . . . . . . . . . . . . . . . . . . . . . . 104
Iconography & Benefit Copy . . . . . . . . . . . . 58
Header Card . . . . . . . . . . . . . . . . . . . . 106
Backgrounds . . . . . . . . . . . . . . . . . . . . 59
Blade Sign . . . . . . . . . . . . . . . . . . . . . 108
Professional Health Marks . . . . . . . . . . . . 60
Packaging Hard & Soft Points . . . . . . . . . . 61
Photography & Illustration . . . . . . . . . . . . . 62 CLUB
Principles . . . . . . . . . . . . . . . . . . . . . . 111
Hard & Soft Points . . . . . . . . . . . . . . . . . 115
Radiance
Brandmark Lock-ups . . . . . . . . . . . . . . . 64
Typography . . . . . . . . . . . . . . . . . . . . 66 Approval . . . . . . . . . . . . . . . . . . . . . 116
Color & Variant Colors . . . . . . . . . . . . . . . 67
Backgrounds . . . . . . . . . . . . . . . . . . . . 68 Coming Soon . . . . . . . . . . . . . . . . . . . 117
Packaging Hard & Soft Points . . . . . . . . . . 69
Photography & Illustration . . . . . . . . . . . . 70 Contact list . . . . . . . . . . . . . . . . . . . 118
 BRANDING PRINCIPLES & STYLE GUIDE Objectives:

1. Drive strategy
Bring P&G Oral Care brands’ global brand strategy to life
Oral Care (OC) Branding

Principles & Style Guide: 2. Build speed and scale

These principles and guidelines were Enable global consistency and local flexibility (freedom within a framework)
developed as a tool to aid in the delivery

of a consistent visual expression for all of

the P&G Oral Care brands. Using the visual

3. Inspire culture
identity systems outlined in this guide will Lead by creating an unforgettable brand style
bring to life a holistic and distinctive brand

experience for our consumers.

4. Build equity
Build equity in our brand assets

5. Create differentiation
Leverage the power of design to build distinctive brand value
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 6

Manifesto: The Confidence Behind Your Smile.

A brand’s inspirational reason for being and the impact it seeks to make in the world. In Oral Care, our Manifesto expresses our Purpose and inspires all that we do.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 7

Manifesto: Continued...
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 8

Manifesto: Continued...
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 9

Manifesto: Continued...
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 10

Our WHO

Description: Description: Description: Description:

She is detail oriented, results driven and aspires She is image conscious, greatly influenced by She is a free-spirit who places great importance She is “home-centric,” places great importance on
to be in control of all aspects of her and her people around her and wants her authentic self on the relationships in her life and appreciates the health, happiness and stability of her family.
family’s life. She has high expectations for herself to shine through. She is a perfectionist who the simple things. She is active, outgoing and Her interests and wants are second to those of
and her family and feels personally responsible notices the small imperfections that others busy, and aspires to seize life’s opportunities. her family. She likes to stay in her comfort zone,
that those expectations are met. She wants to may not and believes in good impressions that Her day is usually a bit unpredictable, but she avoid unnecessary risks, make simple, comfortable
establish a healthy foundation for the future. express her lifestyle and her real values. just takes it as it comes. choices and be resourceful. She takes pride in her
ability to make sensible choices.
Key Motivations: Key Motivations: Key Motivations:
• Accomplishing or achieving the high standards I • Projecting a true reflection of who I am. • Shared experiences and doing the right thing Key Motivations:
set for myself. • Having, feeling and looking the best. for others. • Small achievable steps towards a better future.
• Establishing a healthy foundation for the future. • My passion for living life to the fullest. • Living for today. • The pride I feel when my sensible choices pay off.
• Worries? I consider them goals. • Simple pleasures. • Taking comfort in the familiar.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 11

Equity Pyramid

OVERALL
EQUITY
The Confidence
Behind Your Smile

BRAND CHARACTER
Magnetic Enthusiast
(The know-how of an expert, the spirit to inspire.)

Equity Pyramid: BUILDING BLOCKS • PODs

The Equity Pyramid defines what each brand stands for in the mind of the consumer. It outlines the Performance: Emotional: Experiential:
• Provides noticeable • Allows me to feel • Provides an enjoyable
strategic focus and identifies the functional and emotional aspects of the Oral Care brands. improvements in oral confident about the product and/or
health and appearance impression I leave on multi-sensorial
others experience
• Most used, trusted, and
recommended by • Allows me to smile with • Innovative design
dentists/RDHs confidence solutions that are
(professional irresistible
• Understands my and my
credentialing) family’s oral care needs
• Dentist/Expert-inspired through life
solutions

EQUITIES CONSUMERS EXPERIENCE

Neutraface
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklnopqrstuvwxyz 1234567890
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 12

Architecture
OC Category Architecture Principles: OC Category Architecture Objectives: Architecture Definitions:

• Architecture is a tool to drive decisions for • Provide an inspirational roadmap to enable

future product offerings – the expectation is brands to grow to 50 share
Is a unique, benefit-based grouping of products. It is not another way to articulate the WHO
that all product groups will be housed in this CLUSTER
segmentation. It should be easy to grasp and have a specific, positive business and equity implication.
• Drive Regimen
cluster strategy.
• Get to market faster through global strategy Should be benefit-based and distinct in order to motivate purchase from the WHO segment. All
• The architecture is the intersection of our WHO PROMISE cluster promises should link back to deliver the OC category equity PODs.
insights and the need to drive regimen with our • Simplifies and improves the shopping
product groupings. experience
Should be used to define the cluster promise in a meaningful way. It should be memorable, ownable
MEGA-PROPERTY
• 5 Clusters will drive consistency and clarity of • Brings equity to life and distinct. It will enable regimen as it must also span more than one OC form. The end goal is one
or SUB-BRAND mega-property per cluster per region.
mega-properties.
• Opens up innovation opportunities
• ‘Clinique’ cluster approach represents an Is a sub-set of the cluster promise. In Oral Care, most clusters have two cliniques. The two clinques have
• Enables MSA opportunities
CLINIQUE unique and defined promises that when put together ladder to the overall cluster promise. It should be
opportunity to develop more robust product a collection of products.
offerings that work together at shelf.

• ‘Clinique’ will differentiate products from CORE Is the base clinique for all clusters. The products that fit into the core clinique will fit the promise and
CLINIQUE be used for daily oral care. The core clinique may have price tiers in the 1x-2x range.
cluster to cluster.

• Within each clinique, there can be price tiering

Is an industry-advancing, new to the world collection. It may be targeted products to solve issues or
to enable premium products in both core & SPECIALTY be occasion based or be problem-solution products. It could be new jobs to be done. Specialty
CLINIQUE clinique products may have claimable data and/or may be P&G invented or owned products The price
specialty cliniques. range for specialty has a large range of 5x-10x or more than the core clinique.

• New initiatives should include the appropriate,

single clinique promise on all briefs. LIFESTAGE Is for products geared to particular lifestages such as babies, kids, tweens or seniors. More work is
CLINIQUE underway to further develop these cliniques.
• The OC architecture is globally relevant but not
all clusters are necessary in all regions. Has been developed to inspire and unites us, in order to activate the Oral Care Category architecture
BRAND at shelf. A brand theme enables holistic communication and design. It allows design to happen with
THEME clarity, consistency and distinction for the category as well as between our clusters. Our brand theme
is meant to inspire and ground creative expressions, and enable Oral Care to achieve cohesive and
unique brand experiences over time.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 13

Architecture
PROFESSIONAL COMPLETE
CLUSTER BALANCE RADIANCE ESSENTIALS
HEALTH PROTECTION

DESIGNED
PURPOSEFUL PURPOSEFUL PASSIONATE HARMONIOUS FAMILIAR
TO DELIGHT

Advanced oral health Unique balance of advanced Transforms your smile so you Complete protection you can Trusted family oral care
protection and prevention science and natural remedies can create a radiant impression feel with enticing extras solutions that you can
PROMISE
improvements inspired - East meets West depend on
by professionals

MEGA-PROPERTY TBD

Industry advancing, A unique balance of advanced Cosmetic treatments and

SPECIALTY claim-supported specialty science and natural remedies products to transform
CLINIQUE treatments for oral care to treat oral health issues your mouth and smile
health problems

Daily care that a dentist Natural products for your Transformational products Complete protection you can Trusted family oral care
CORE would recommend to protect oral health to use regularly for a feel with enticing extras solutions that you can
CLINIQUE my whole mouth and beautiful smile depend on
prevent issues

Engaging and age Complete oral care health for Trusted oral care for
LIFESTAGE appropriate oral health kids with delightful extras children 2+
CLINIQUE products to establish a
proper foundation

BRAND
THEME
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 14

Brand Theme

Category BRAND Theme:

Marine Immersion is the overall visual metaphor

for the Oral Care portfolio. This metaphor
illustrates the role that water plays in human
life – it has a natural optimism and energy and
interacts with humans on several different
functional and emotional levels.

For whatever we lose (like a

you or a me), It’s always our
self we find in the sea.
—E.E. Cummings
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 15

Category Unifiers
E COL
L LIN OR
SEL

life o
PMS 3005

pens
SH

AP
E
IC

up

E
VO
F

when
O
NE
TO

you

GR
do

APH
IC E L
C
MUSI

EM ENT
Equity BUilding Choice Wheel:
CATEGORY
Oral Care’s Brand Unifiers have been developed to achieve cohesive, unique brand experiences over time. EQUITY:
The confidence
The visual strategy encompasses all global brands in the Oral Care portfolio and provides a framework behind your smile.
that enables clear regimen, brand blocking and brings the architecture to life on shelf as well as across all BRAND
CHARACTER:
communication touchpoints. Magnetic
Enthusiast

TEXT

TERN
URE

PAT
IL
LU
RA
Neutraface

ST
TI
O
N MEGAPROPERTY/
HEADLINE

O
G
LO
Gotham
BODY/FEATURE/BENEFIT

PH O
TO T YPE
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 16

VisID Summary

CLUSTERS
LOGO TAGLINE

LOOK - TONE - FEEL

life opens up when you do
CATEGORY UNIFIERS

PROFESSIONAL Essentials
HEALTH RADIANCE
complete
PHOTOGRAPHY SHAPE
protection

Professional Captivating Spirited Reliable

Performance Mesmerizing Spontaneous Simple

Neutraface Neutraface No. 2 Gotham

COLOR
PMS 3005 PMS 298 WHITE PMS
485
Precise
Intelligent
Transformative
Sensual
Invigorating
Bold
Intuitive
Friendly
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 17

Professional Health

Professional Health Brand Theme:

Dive is the immersion metaphor for the Professional Health cluster. This is for the Purposeful consumer
who wants to go deep and explore. They want to be experts at what they are seeing and doing. They
believe in the power of the tools they use and take pride in going in further than anyone else. The visual
metaphor reflects that deep, technical, conquering of the water.

The poetry we chose for this board came from a diver’s blog. It captures the emotion and technical
details, and speaks to the technology, sights and the spirit of the experience.

You descend, pulling your mask around over your face, venting
air from your vest. A short stop on the bottom to re-adjust:
Tighten the waist strap, the shoulder straps. Play out the flag
line. Move your light to your waist belt and check it once more.
You take a compass reading to find due east, adjust the bezel
of your watch to match your computer, then gently kicking,
enraptured by your own neutral buoyancy.
—GrierHPharmD, ScubaBoard
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 18

Professional Health Unifiers

E COL
L LI N OR
SEL

life o
E PMS 3005
IC

pens
VO SH
F

AP
O
NE

up

E
TO
DPS

when
DENTIST
PATIENT

you
STORY

GR
do

APH
IC E L
C
DEVELOPED

MUSI
ProFEssional Health Equity Wheel:

EMENT
WITH

Professional Health Unifiers have been developed to achieve cohesive category strategy and unique
mega-property experiences. The visual strategy encompasses all global brands in the Oral Care portfolio
and provides a framework that enables clear regimen, brand blocking and brings the architecture to life
PRO-HEALTH
on shelf as well as across all communication touchpoints.

T E XT

N
TER
URE

PAT
Neutraface
MEGAPROPERTY/
HEADLINE

IL
L
US

O
AT Gotham

TR

G
I O LO
N BODY/FEATURE/BENEFIT

PH O
TO T YPE
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 19

Radiance

Radiance Brand Theme:

Shimmer is the immersion metaphor for the Radiance cluster. This is the Passionate consumer. She
believes first impressions are important. She wants things that are beautiful and yet appear effortless
(though she spends a lot of time on herself). We took inspiration from some of the water’s most
beautiful, mysterious and natural beauty. The deep color is rich with a touch of iridescence.

The poetry we chose for this board is from Khalil Gibran and speaks to the treasure of beauty and the
detailed effort it takes to discover it.

And the treasure of your infinite depths would be revealed

to your eyes. But let there be no scales to weigh your unknown
treasure; And seek not the depths of your knowledge with
staff or sounding line. For self is a sea boundless
and measureless.
—Khalil Gibran
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 20

Radiance Unifiers
E COL
L LI N OR
SEL

life o
PMS 3005

pens
SH

AP
E
IC

up

E
VO
F

when
O
NE
TO

you
do

GR
APH
C

IC EL
MUSI
Radiance Equity Wheel:

EMENT
Radiance Unifiers have been developed to achieve a cohesive category strategy and unique
mega-property experiences. The visual strategy encompasses all global brands in the Oral Care
portfolio and provides a framework that enables clear regimen, brand blocking and brings the
3D WHITE
architecture to life on shelf as well as across all communication touchpoints.

T E XT

NTER
URE

PAT
3D

IL
Neutraface

LU
RA

ST
TI MEGAPROPERTY/
O
N HEADLINE

O
G
Gotham LO
BODY/FEATURE/BENEFIT

PH O
TO T YPE
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 21

Complete
Protection
Complete protection Theme:

Splash is the immersion metaphor for the Delightfully Easy cluster. This is the Harmonious consumer
whose optimism and exuberance defines them. They take life as it comes and celebrate the moment. This
board is high energy, free spirited and captures a quintessential summer day.

The poetry we chose for this board is an excerpt from Brian Ewart. It represents a sense of optimism,
spirit and energy.

I wonder where that wave started

Was it from an oceans floor?
Surging upwards through the tides
To end on this sandy shore?
Did it learn from its long journey?
As through time its power belayed
Its purpose, to tell the story
Of how our destiny is made.
(You The Wave by Brain Ewart)
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 22

Complete Protection Unifiers

E COL
L LI N OR
SEL

life o
PMS 3005

pens
SH

AP
E
IC

up

E
VO
F

when
O
NE
TO

you

GR
do

APH
IC E L
C
MUSI
Complete Protection Equity Wheel:

EM ENT
Complete Protection Unifiers have been developed to achieve cohesive category strategy and unique
mega-property experiences. The visual strategy encompasses all global brands in the Oral Care portfolio
and provides a framework that enables clear regimen, brand blocking and brings the architecture to life COMPLETE
on shelf as well as across all communication touchpoints.

T E XT

N
TER
URE

PAT
Neutraface
MEGAPROPERTY/

IL
HEADLINE

L
US

O
AT
Gotham

TR

G
I O LO
N BODY/FEATURE/BENEFIT

PH O
TO T YPE
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 23

Essentials

Essentials Brand Theme:

Swim is the immersion metaphor for the Essentials cluster. This is the Familiar consumer who needs to
trust – trust in themselves, their work and their products. Swimming is the most fundamental experience
with water. The imagery is in a pool because it helps with the safe, contained feeling. The hands meeting
speaks strongly to that trust while the buoyancy of the child brings the emotional spirit. It has such
optimism in its color and pattern choices.

The poetry we chose for this board is a simple haiku poem. It represents simplicity, trust, and safety.

Everyday swim.
Taking my feet off the ground.
Trust in the water.
—L. Crombie
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 24

Essentials Unifiers
E COL
L LIN OR
SEL

life o
PMS 3005

pens
SH

AP
E
IC

up

E
VO
F

when
O
NE
TO

you

GR
do

APH
IC E L
C
MUSI
Essentials Equity Wheel:

EM ENT
Essentials Unifiers have been developed to achieve cohesive category strategy and unique
mega-property experiences. The visual strategy encompasses all global brands in the Oral Care
1•2•3
portfolio and provides a framework that enables clear regimen, brand blocking and brings the
architecture to life on shelf as well as across all communication touchpoints.

TEXT

N
TER
URE

PAT
Neutraface

IL
MEGAPROPERTY/

LUS
HEADLINE

O
AT

TR

G
I O LO
N Gotham
BODY/FEATURE/BENEFIT

PH O
TO T YPE
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 25

Design Language: Manual

What Is A Design Language?

The Oral Care Category Design Language is a tool that leads internal or external designers and cross-functional partners (R&D, MKT, PR) through the process of designing products specifically for the Oral Care
Category and its consumers.

It combines the foundational understanding of the Oral Care Category, its values and target consumers, a framework for designing and a set of reference designs that bring the framework to life.

a. Universal Brush Head Profile

a. Reinforces consumer confidence around a consistent high level of performance across the P&G Oral Care brush portfolio.
The repetition of positive arcs within the Profile hint at a confident smile.

b. Collar
Creates a crisp, clean transition between the handle and neck, and flows into the Origin to reinforce performance by promoting the habit of healthy brushing via rotation.
B.

D.
c. Thumbstop
C.
Provides intuitive thumb positioning at the point where the brush performance originates, reassuring consumers that they are holding the brush correctly to achieve the
results they expect from Oral-B.
The modern, innovative ripple pattern is inspired by the Oral-B heritage and connects the energy flow of the gestures with the performance of the brush head.

d. Precision Point
Performance driven; the Precision Point provides tactile feedback to ensure that the user’s thumb is properly located at the exact point for maximum brush-head control.

e. Brandmark
Bold and confident, the Brandmark’s consistent size, position and application on each brush builds trust in the Brand and acts as an endorsement of performance.
E.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 26

Design Language: Manual

Professional Health RADIANCE Complete Protection Essentials

BODY COLOR PALETTE: BODY COLOR PALETTE: BODY COLOR PALETTE: BODY COLOR PALETTE:
• Brightest white • Saturated “fashion” colors • Dynamic, spunky colors, neons • Simple White
• Clear transparency • Warm and feminine • Broad color spectrum • Crayola-inspired colors
• Few cool, saturated colors • Shimmering jewel accents • Mixed and (mis-) matched • Basic colors
• Touches of metallic • Metallic accents • Balanced through white • Saturated, opaque

BODY COLORS: BODY COLORS: BODY COLORS: BODY COLORS:

• Ultra White • Pearlescent white • Bright White • Simple White
• Clear • Translucent gradients

Pearlescent
Ultra White Bright White Simple White
White

Translucent
Clear Gradients
(white, pastels)

ACCENT COLOR PALETTE: ACCENT COLOR PALETTE: ACCENT COLOR PALETTE: ACCENT COLOR PALETTE:

PMS 7469 PMS 3005 PMS 297 PMS 300

PMS 428 PMS 2768 White PMS 273

Stainless Steel Silver

PMS 354 PMS 2995 PMS 7488 PMS 199

PMS 3005 PMS 2685 PMS 7439 PMS 234

Chrome Chrome

PMS 809 PMS 813 PMS 116 PMS 190

PMS 327 PMS 1788 PMS 383 PMS 7416
PMS 1585 PMS Orange 021
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 27

Business Packaging Strategy

Global Dentifrice BPS Objectives: Recommended Packaging Priorities:

• Develop a comprehensive near to mid-term • Better & cheaper decoration via C2

(3 to 5yr) packaging strategy for paste that • Carton structure innovation
aligns with our new Global Who Segmentation • Differentiation via end seals
and Oral Care Category Architecture. • Tube structure innovation
• Cap menu reduction
• Establish clear priorities for structural
• Simplexity
packaging capabilities as they relate to the
product pipeline and the Initiative Master Plan.

• Make recommendations for capital investment

that will enable new manufacturing capabilities
for mainstream products without placing the
financial burden on any single initiative.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 28

Business Packaging Strategy

Professional Health Cluster Structures: CARton options: Tube options:
End Seal Blow Molded
Straight: Wave: Hour Glass:

Die Cut:

PROFESSIONAL
HEALTH

Standard:

Professional
Performance
Precise
Intelligent
Large Flip Cap Large Flip Cap Large Flip Cap
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 29

Business Packaging Strategy

Radiance Cluster Structures: Vertical CARton options: Tube options:

End Seal Blow Molded

S-Curve: Full Chamfer: Straight: Wave: Hour Glass:

RADIANCE

Captivating
Mesmerizing
Transformative
Sensual
Large Flip Cap Large Flip Cap Large Flip Cap
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 30

Business Packaging Strategy

Complete Protection Cluster Structures: CARton options: Tube options:

End Seal Blow Molded

Straight: Wave: Vase:

Partial Chamfer:

complete
protection Standard:

Spirited
Spontaneous
Invigorating
Bold
Medium Flip Cap Large Flip Cap Large Flip Cap
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 EQUITY GUIDE 31

Business Packaging Strategy

Essentials Cluster Structures: CARton options: Tube options:

End Seal

Straight: Rounded:

Partial Chamfer:

Essentials
Standard:

Reliable
Simple
Intuitive
Friendly
Fez Cap Small Flip Cap
Usage Guide: Details, details, details.
While these rules mandate certain limitations, there is room for creative

interpretation around the OC visual language. The guidelines build the

framework, but good design allows our brands to be iconic and to unite.

By giving OC a cohesive presence, our brands and the consumer win.

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 33

Crest Brandmark
The Crest brandmark is a global hard point. The outline Brandmark Color Palette:
PMS 3005
on the brandmark was intentionally added to give
The palette was chosen to enable regimen between
appropriate pop and dimension. The outline enables
forms and brands. The colors are strong and
a clear, extractable brandmark. It is the same weight
straightforward hues of blue and reinforce the
as the outline of our other brandmarks to insure
overall equity.
consistency in two brand markets. These elements
should not be used separately; they always form a
unit as illustrated here. The brandmark should only be
reproduced from the master artwork and may not be
redrawn or altered in any way.
PMS PMS
Use On White: 485 294
CYAN

®
When using a registered trademark symbol ( ), follow
the example to the right for placement. For usage
When used on white the Crest brandmark must always be used with the
blue drop shadow. The outline of our marks is consistent between all
criteria, please check with P&G legal department.
Oral Care brands.
Primary – Dimensional
PMS 294 OVER PMS 485 PMS 294 OVER CYAN

Primary – Dimensional:
PMS 485 PMS 2935
The primary brandmark is built by printing PMS 294 on
top of PMS 485 and Cyan. The dimensional brandmark
expresses the premium aspects of the Crest brand
and should be used unless printing limitations prevent
One-Color – Flat
it. This treatment should be applied consistently on X X
all materials. The preferred background color for the PMS 3005
brandmark is PMS 3005 – the Oral Care equity color.
X

PMS 2935
Two-Color – Flat:
The two-color brandmark should only be used on X
applications that require it to appear at a size less
than 1 inch or if there are printing limitations. The
One-Color – Flat
two-color brandmark should be printed in PMS 485 X
and PMS 2935. The preferred background color for the
brandmark is PMS 3005 – the Oral Care equity color.

Isolation Area:
One-Color – Flat: PMS 3005

The one-color brandmark should only be used on The Crest brandmark must always be surrounded by abundant free
applications that require it to appear at a size less than space. The space from all points off the brandmark is to be at least
equal to the height of the letter “C” in Crest (shown in illustration PMS 3005 Oral Care Equity Color
1 inch or if there are printing limitations. The one-
color brandmark should be printed in PMS 2935. The below as “X”).
preferred background color for the brandmark is PMS
3005 – the Oral Care equity color.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 34

Crest Brandmark: Regional

CHINA:

PMS 3005: ON WHITE:

ARABIC:

PMS 3005: ON WHITE:

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 35

Oral-B Brandmark
The Oral-B brandmark is a global hard point. The Brandmark Color Palette:
outline on the brandmark was intentionally added PMS 3005
The palette was chosen to enable regimen
to give appropriate pop and dimension. The outline
between forms and brands. The colors are
enables a clear, extractable brandmark. It is the
strong and straightforward hues of blue and
same weight as the outline of our other brandmarks
reinforce the overall equity.
to insure consistency in two brand markets. These
elements should not be used separately; they always
form a unit as illustrated here. The brandmark should
Use On White:
only be reproduced from the master artwork and may
not be redrawn or altered in any way. When used on white the Crest brandmark must always be used with the
blue drop shadow. The outline of our marks is consistent between all PMS 294
®
When using a registered trademark symbol ( ), follow
the example to the right for placement. For usage
Oral Care brands.
Primary – Dimensional
criteria, please check with P&G legal department.

CYAN

PMS 294 OVER CYAN

Primary – Dimensional:
≤ .5”
The primary brandmark is built by printing PMS
294 on top of Cyan. The dimensional brandmark

®In Registered
expresses the premium aspects of the Oral-B brand Trademark Symbol:
and should be used unless printing limitations prevent
some applications the Oral-B brandmark will need to be pretty small. In these One-Color – Flat
it. This treatment should be applied consistently on PMS 2935
cases, when the brandmark drops below or equal to .5 inches the registered
all materials. The preferred background color for the PMS 3005
trademark symbol will need to be pulled out of the “truncated circle”.
brandmark is PMS 3005 – the Oral Care equity color.

X
One-Color – Flat: X

The one-color brandmark should

X
only be used on applications that require it to
appear at a size less than 1 inch or if there are
printing limitations. The one-color brandmark
should be printed in PMS 2935. The preferred X
background color for the brandmark is PMS 3005 –
the Oral Care equity color.
Oral Care Equity Color
X PMS 3005

PMS 2935
Isolation Area:
The Oral-B brandmark must always be surrounded by abundant free space. The
space from all points off the “truncated circle” shape is to be at least equal to the
height of the letter “B” in Oral-B (shown in illustration below as “X”).
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 36

Oral-B Brandmark: Regional

TAIWAN:

PMS 3005: ON WHITE:

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 37

Blend-a-med Brandmark
The blend-a-med brandmark is a global hard point. The blend-a-med brandmark has been specially drawn and Brandmark Color Palette:
consists of three elements; the blend-a-med brandmark type, the Hockey stick and the Forschungs/Research
The primary brand colors, the BAM Red and BAM Black
icon. These elements should not be used separately; they always form a unit as illustrated here. The brandmark
together with White reinforce the medical equity and aid
should only be reproduced from the master artwork and may not be redrawn or altered in any way.
in consumer recognition. BAM Red should only be used
as a accent color to draw attention when necessary.
50mm 25mm 15mm
Primary – Full Color: Whenever possible the blend-a-med brandmark should be used in the color version on a
white background. The brandmark is built by printing PMS Black and PMS 200. Two-Color:

Smaller versions:
For very small reproduction purposes. The minimum size for reproducing the blend-
a-med brandmark is 15 mm wide. Do not use the brandmark at any size smaller than
15 mm. Simplified icon with use for sizes from 50 mm – 26 mm. Version without icon
PMS BLACK PMS 200
use for sizes from 25 mm – 15 mm, minimum size: 15 mm.

blend-a-med brandmark Research icon

Hockey stick
One-Color:

X
PMS BLACK PMS BLACK
60%

X X
One-Color:
The one-color brandmark should only be used on applications that require it to appear at a size less than 1 inch
or if there are printing limitations. The one-color brandmark should be printed in Black and 60% Black.

Isolation Area:
To ensure that the blend-a-med brandmark is immediately recognizable and always
legible, it must always appear on a white background and with an area of clear space
that is free of other elements such as type or imagery. The outer box around the Oral Care Equity Color
PMS 3005
blend-a-med brandmark shows the minimum area of clear space that is permitted
as illustrated. This area is a minimum requirement only and should be increased
wherever possible. Its construction is based on the x-height of the brandmark type
(height of the letter ‘n’).
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 38

Master Brandmark Lock-ups

Vertical Lock-ups:

Brandmark Lock-ups:

• The brandmarks are a primary category unifier.

• It is preferred to be placed on our category

blue (PMS 3005) to ensure we “own blue”.

• In two brand markets, the two brands must

appear locked up with the Waypoint symbol
(see section “Waypoint” for more information).

• In all regimen communications, the 2 brands

must be locked-up together. In single
product executions, the single brand
may be shown alone.

• The brandmark should only be reproduced

from the master artwork and may not be
redrawn or altered in any way.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 39

Master Brandmark Lock-ups

life opens up when you do PMS 294 to 100% CYAN

TWO Brandmark Lock-ups

w/Mega-property: life opens up when you do PMS 294

• Brandmarks always appear on dominant

PMS 3005 blue side.

• The brands are always locked up with the

Waypoint symbol.
life opens up when you do PMS 273
• Sell line always locks up with the master
brandmarks.

• Mega-property mark appears by itself on

the primary mega-property color, except for
category where no mega-properties are used.
life opens up when you do PMS 368

life opens up when you do PMS 2905

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 40

Master Brandmark Lock-ups

life opens up when you do

One Brandmark Lock-ups

w/Mega-property:
life opens up when you do
• Brandmark always appears on dominant PMS
3005 blue side.

• Sell line always locks up with the master

brandmarks.
life opens up when you do
• Mega-property must be placed on the primary
mega-property color.

•• life opens up when you do

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 41

Typography
The chosen typefaces are from the Neutraface and Gotham families.

Neutraface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Headline: Neutraface Bold
123456789.:!?#$&% Variant: Gotham
Neutraface No. 2 Benefit/Feature Copy: Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ
All Other Body Copy: Gotham
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
Statement Of Identity: Gotham Condensed
Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ Net Weights: Gotham Condensed
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% Legal/Regulatory: Helvetica Neue Condensed
* Arial – is to be used when regional (i.e. Chinese, Cyrillic) characters are needed.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 42

Color & Background

Cyan PMS 294

P&G 0054 P&G 1723

PMS 485 PMS 3005

P&G 0689 SILVER
P&G 0533

WHITE PMS 2095

Category Color: Gradient & Pattern:

A spectrum of blues inspired by our category metaphor “Marine Immersion” and anchored by PMS 3005. A gradient runs across the background to add dimension and provide contrast for key communication
Layers of blue balanced with white allow a broader color palette to be expressed by each cluster. areas. The gradient starts as PMS 294 and goes to 100% cyan. The line pattern appears over the
gradients to activate negative space and reinforce the Waypoint shape language. The lines go from thick
to thin with 100% PMS 294 to 75% Cyan to 50% PMS 3005.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 43

Lifestyle Photography
Photography Principles:

Oral Care Category Photography

should capture the beauty and power
of a real moment. Illustrate good
health, wonderful relationships smiles
and healthy habits. Show an honest
experience and connection between
subjects. Professional (dentist) images
should also follow these basic principles.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 44

Mega-property Photography Principles

PROFESSIONAL Health: Radiance: Complete Protection: Essentials:

For the Professional Health cluster, Environment where she wants to make Fun-loving and in the moment. Everyday expected moments. Simple
photography should feature more task- a special impression. Social settings can In the company of friends and family. pleasures. May be multigenerational families.
oriented situations; work, exercise, include Important events such as a date, a Casual but enjoyable situations. Birthday
errands. Photos are less about making dinner, party, or a show. Can be intimate one- parties, cookouts, family gatherings, Sensible in dress and attitude.
an impression and more about on-one situations or can be large gatherings. weekend activities.
accomplishment. Photos can feature
individuals or interaction. Strive to Also can include less social but public Casual in dress and attitude.
represent a health conscious image. environments such as walking down a stylish
street in Paris.
Dental Situations: Could be in dentist’s
office, with or without with dentist
She is well dressed and made up.
or hygienist.

Look should not be too formal or

authoritative.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 45

Product Photography
Product Photography Principles:

These principles ensure a consistent look and

feel across the various media for a reinforcement
of Oral Care equity. Additionally, a consistent
style for product photography will reduce
photography costs by reducing the number
photo shoots.

Oral Care Product Photography should always

show dimension of our products.
• The generally preferred angle for product
photography is three-quarter.
• In times when shooting front facing
photographs it is suggested that the camera
angle be raised enough to allow a little of the
top surface of the product to be seen.
• Products should never be cropped outside of
the frame of the photograph.
• The choice of camera lens is very important. Never
use extended wide-angle or long lenses. These can
dramatically distort the product’s shape.

Avoid these common mistakes when using

Oral Care product photos.
• Do not alter product photos or add type,
violators, or other graphics.
• Do not animate or enhance product photos.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 46

Waypoint

Waypoint Inspiration:

Waypoints are sets of coordinates that define a place in physical space. The coordinates include
longitude and latitude. A waypoint can be a destination, a fix along a planned course used to make a
journey, or simply a point of reference useful for navigation.

• Inspired by Marine Immersion, Waypoint is a navigation term that denotes an intersection.

• The Waypoint symbol itself is only used as coupling device to connect brandmarks in a
two-brand market.

• The Waypoint symbol provides inspiration for our Category Visual Identity system.

• Each element of the Waypoint is important as together to inform our visual language.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 47

Shape Language

Shape Language:

The shapes were inspired by zooming in or out of the Waypoint symbol to create a consistent yet
flexible visual language. The Oral Care shapes were developed to scale to various touchpoints. The shape
language consists of the following elements:

• Color: Anchored in our category blue, our Waypoint symbol also includes a white gap and lighter
screen of our category blue to add depth and dimension to our palette.

• Shape: rounded corners and an implied point of connection are key elements of our shape.

• Slant: The forward slant of the Waypoint symbol mimics the brandmark slants and adds motion and
energy to our visual language.

• Connection point: The white gap is an important element to add dimension and imply two things
coming together.

Do: (see Master Brandmark Lock-up page for usage)

• DO use Waypoint symbol to inspire shape

• DO use rounded edges

do not:

• DO NOT overtly show Waypoint symbol except to couple brandmarks in two brand markets
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 48

Shape Language Examples:

Category
Using the shape language consistently, gives each touchpoint a cohesive brand look without having to be matching luggage.
Examples demonstrate how unifiers reinforce the category. Refer to category section for more details on visual identity elements.

life opens up when you do Lorem Odo Feu Fe Uiss

Ecte Mod Olen Issisi.

life opens up when you do Message priority option.

Lorem Odo Feu Fe Uiss Ecte Mod

Olen Issisi. life opens up when you do

life opens up when you do

Lorem Odo Feu

Fe Uiss Ecte Mod
Olen Issisi.

Lorem Odo Feu Fe Uiss Ecte

Mod Olen Issisi.
MANUFACTURER COUPON

SAVE
EXPIRES 03-31-10 MANUFACTURER COUPON

SAVE
EXPIRES 03-31-10

Lorem Odo
With Crest Pro-Health rinse, you get professional level whitening right at home. Which will make the
evenings you’re not at home even brighter. This is not real copy. It’s just a placeholder and it is not
$0.75 $0.75 Feu Fe Uiss
Ecte Mod
on any ONE (1) Oral-B® on any ONE (1) Crest®
meant to be read. It’s not real. Pulsar®, CrossAction®, Toothpaste 4.0 oz. or
Advantage® or any larger or Liquid Gel
TWO (2) Indicator®

Olen Issisi.
Toothbrushes

life opens up when you do

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 49

Shape Language Examples:

Professional Health
Using the shape language consistently, gives each touchpoint a cohesive brand look without having to be matching luggage.
Examples demonstrate how category unifiers are used in conjunction with mega-property visual identity elements to reinforce
the cluster. Refer to mega-property sections for more details on visual identity elements.
life opens up when you do.
life opens up when you do

life opens up when you do

Message priority option.

LOREM IPSUM
DOLOR SIT AMET,
LOREM ODO CONSECTETUR. life opens up when you do

FEU UISS ECTE

OLEN ISSISI. LOREM IPSUM
DOLOR.
life opens up when you do

LOREM IPSUM DOLOR SIT AMET,

CONSECTETUR ADIPISCING.

MANUFACTURER COUPON EXPIRES 03-31-10 MANUFACTURER COUPON EXPIRES 03-31-10

SAVE SAVE
Tum iure dolesenim incipit nostissim dolor si. Te ex eugiat amconse ndignis
nonsectet autatuer iustrud mincipit wis at, quisci esenim dolobor susci esed
$0.75 $0.75
diam, quis nim am zzrit luptat alit loreet, quam, commod tie dolore dignit atie on any ONE (1) Oral-B®
Pulsar®, CrossAction®,
Advantage® or any
on any ONE (1) Crest®
Toothpaste 4.0 oz. or
larger or Liquid Gel
LOREMODO
FEUFEUISS
TWO (2) Indicator®
Toothbrushes

life opens up when you do

ECTEMOD
OLENISSISI
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 50

Shape Language Examples:

Radiance
Using the shape language consistently, gives each touchpoint a cohesive brand look without having to be matching luggage.
Examples demonstrate how category unifiers are used in conjunction with mega-property visual identity elements to reinforce
the cluster. Refer to mega-property sections for more details on visual identity elements.

life opens up when you do

life opens up when you do Message priority option.

Lorem odo feu fe uiss ecte mod

OLEN ISSISI. life opens up when you do

Lorem odo feu

fe uiss ecte mod
OLEN ISSISI.
life opens up when you do

Lorem odo feu

fe uiss ecte mod
OLEN ISSISI.

Lorem odo feu

fe uiss ecte mod
OLEN ISSISI.
3D
With Crest 3D White Whitestrips, you get professional level MANUFACTURER COUPON EXPIRES 03-31-10 MANUFACTURER COUPON EXPIRES 03-31-10

whitening right at home. Which will make the evenings you’re

not at home even brighter. This is not real copy. It’s just a SAVE SAVE
placeholder and it is not meant to be read. It’s not real. $0.75 $0.75
on any ONE (1) Oral-B® on any ONE (1) Crest®
Pulsar®, CrossAction®, Toothpaste 4.0 oz. or
Advantage® or any larger or Liquid Gel
TWO (2) Indicator®
Toothbrushes

3D life opens up when you do

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 51

Shape Language Examples:

Complete Protection
Using the shape language consistently, gives each touchpoint a cohesive brand look without having to be matching luggage. lorem ipsum dolor sit amet,
Examples demonstrate how category unifiers are used in conjunction with mega-property visual identity elements to reinforce consectetur adipiscing.

the cluster. Refer to mega-property sections for more details on visual identity elements.
life opens up when you do

Message priority option.

lorem ipsum dolor sit amet,

consectetur adipiscing. life opens up when you do
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 52

Shape Language Examples:

Familiar
Using the shape language consistently, gives each touchpoint a cohesive brand look without having to be matching luggage.
Examples demonstrate how category unifiers are used in conjunction with mega-property visual identity elements to reinforce
the cluster. Refer to mega-property sections for more details on visual identity elements.

life opens up when you do.

Tat lut adipit amcorem
adigna alit esequip. life opens up when you do.

life opens up when you do.

Tat lut adipit amcorem

Tat lut adipit amcorem adigna alit esequip.
Tat lut adipit
adigna alit esequip. MANUFACTURER COUPON EXPIRES 03-31-10 MANUFACTURER COUPON EXPIRES 03-31-10

amcorem
SAVE SAVE
Tum iure dolesenim incipit nostissim dolor si. Te ex eugiat amconse ndignis nonsectet
autatuer iustrud mincipit wis at, quisci esenim dolobor susci esed diam, quis nim am zzrit
$0.75 $0.75 adigna alit
esequip.
on any ONE (1) Oral-B® on any ONE (1) Crest®
luptat alit loreet, quam, commod tie dolore dignit atie Pulsar®, CrossAction®, Toothpaste 4.0 oz. or
Advantage® or any larger or Liquid Gel
TWO (2) Indicator®
Toothbrushes

life opens up when you do

Professional Health
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 54

Professional Health Brandmark Lock-up

The brand/mega-property lockup and its consistent use across packaging help to unify the Professional Health mega-property and support our regimen strategy. If a need for brand/mega-property lockup beyond
packaging arises, please contact the P&G Design mega-property owner.

Professional Health BrandING Unit FOR PACKAGING:

The brand/mega-property lockup is brand dominant, mega-property secondary. Size relationship (65% Brand/35% Mega-property) should remain as consistent across forms as possible. Mega-property name is always
in Neutraface No. 1, Bold, all caps. The lock-up should be primarily used on PMS 3005 blue. The brandmark must be first priority.

* The burst behind the Caduceus should only appear when

used in the brandmark lock-up.

Brand and Mega-property Lock-up Rules: see section “Brandmark Master Lock-ups” for more information.

TWO Brandmark Lock-ups w/Mega-property: ONE Brandmark Lock-ups w/Mega-property:

• Brandmarks always appear on dominant PMS 3005 blue. • Brandmark always appears on dominant PMS 3005 blue side.
• The brands are always locked up with the Waypoint symbol. • Mega-property mark appears by itself on the PMS 294 primary
• Sell line always locks up with the master brandmarks. mega-property color.
• Mega-property mark appears by itself on the PMS 294 primary • Sell line always locks up with the master brandmarks.
mega-property color.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 55

Professional Health Brandmark Lock-up

When the lock-up can not be used on blue, you can use it on white.

Unacceptable Identity Use:

The lock-ups represents our brand, so care should always be
taken to ensure proper usage. It should never be altered in
any way. Use only the approved electronic artwork. Here are
examples of unacceptable usage.

DO NOT: Move mega-property right DO NOT: Drastically change size relationship DO NOT: Skew or distort DO NOT: Put on an angle DO NOT: Put on busy background
or left. Keep centered
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 56

Professional Health Typography

The chosen typefaces are from the Neutraface and Gotham families.

Neutraface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Mega-property/HEADLINE:
abcdefghijklmnopqrstuvwxyz
NEUTRAFACE BOLD, ALL CAPS
123456789.:!?#$&%
VARIANT: GOTHAM BOLD, ALL CAPS
Neutraface No. 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ BENEFIT/FEATURE COPY: GOTHAM BOLD, ALL CAPS
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% All other body copy: Gotham
Gotham Statement of Identity: Gotham Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Net Weights: Gotham Condensed
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
Legal/Regulatory: Helvetica Neue Condensed
* Arial – is to be used when regional (i.e. Chinese, Cyrillic) characters are needed.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 57

Professional Health Colors

PRIMARY Color Palette: Core Base VERSIONING: CLINICAL VERSIONING:

The primary colors of the Professional Health palette create a feeling of trust and confidence. The consistent These color communicate variant benefits and These color communicate variant benefits and
representation of these colors reinforces the distinctiveness of the Professional Health mega-property. differentiate between versions. differentiate between versions.

• Colors graduate vertically on Oral-B Paste:

dark - highlight - dark
• Crest Paste gradient is primarily horizontal:
dark - highlight - dark
• No gradient on BAM Paste
PMS 485 PMS 877
P&G 0533

Enamel:
100-35-100 Sensitivity Relief:
PMS 877 P&G 1326
PMS 204

Cyan PMS 296 Deep Clean: Whitening:

P&G 0054 P&G 0823 100-75-100 15-03-15
PMS 534 Cyan

PMS 3005
P&G 0689

Sensitive: All-Around:
15% PMS 204 55-30-55
Cyan

Sensitive+Whitening:
Gum Protection:
40-03-40
P&G 0255
PMS 204
PMS 338

PMS 294
P&G 1723

WHITE SILVER
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 58

Professional Health Iconography

ALL-AROUND: SENSITIVE: SENSITIVE+ WHITENING: ENAMEL: DEEP CLEAN: GUM: GUM SENSITIVE
Circle Hexagon  HITENING:
W Diamond Shield CIRCLE Triangle PROTECTION
Diamond with inner
circles

Core Base Variant Iconography: CLINICAL VARIANT ICONography:

A series of simple and relevant icons with distinctive holding shapes and colors reinforce the primary benefit, aid navigation and promote regimen. A silver caduceus inside the bezel band reinforces
the clinical strength formulation of the products in
this clinique.

Professional Health Benefit Copy

Benefit Litany:
CAVITIES
GINGIVITIS The litany is a critical equity asset that communicates product efficacy.
PLAQUE
SENSITIVITY • Benefit copy is treated like a list to individually highlight key benefit features.
TARTAR
• Actual benefits may vary based on form and/or region.
WHITENING
FRESHENS BREATH • Check marks are optional for packaging.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 59

Professional Health Backgrounds

Core Base Gradient: CLINICAL Gradient:

Pattern: Gradient:

Pattern is used to activate negative space, to communicate the science, technology and efficacy of the A gradient runs across the background to add dimension and provide contrast for key communication
product. It communicates precision by repeating at even intervals. The background pattern appears over areas. The gradient starts in the lower left corner and vignettes to the top right corner. The dot pattern
a gradient that starts in the lower left corner and vignettes to the top right corner, going from dark to can appear over the gradients.
light to dark.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 60

Professional Health Marks

GLOBAL
CREDENTIALING MARK:

Caduceus:
1. Burst behind the Caduceus should only appear when
used in the brandmark lock-up (Crest & Ipana)
2. As watermark on Oral-B
3. As “stamp” on Clinical
Professional endorsement
4. As icon on floss and brushes
relevant to all regions.

DEVELOPED WITH DENTISTS:

CREDENTIALING MARK: 1. As watermark
The caduceus is an integral part of the Professional Health toolkit to communicate a sense of credentialing and professional-level results. In regions
where the caduceus is not allowed, alternate symbols have been developed for this purpose.

• Caduceus = Main mark

• “Developed with Dentists” = Benelux regions
• Forchung = BAM regions

Forchung:
1. Locked up w/BAM brandmark
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 61

Professional Health Packaging Hard & Soft Points

MEGA-PROPERTY UNIFIERS

• Pro-Health (Pro-Expert, Pro-Salud, Pro-Saude) Treatment/Placement • Dot Pattern Background

• Mega-Property Name – Neutraface Font; All other copy Gotham • Credentialing Marks
• Package Layout (per product form - see wireframes) • Litany/Benefit Placement (per product from - see wireframes)

PRIORITY OF COMMUNICATION:

1. Brand CORE BASE UNIFIERS CORE PREMIUM UNIFIERS POWER

2. Mega-Property
• Medium Blue Color Palette (except BAM region) • Dark Blue Color Palette (except BAM region) with
3. Variant/Icon/Claim use of Silver
• Versioning Band (per variant/per form)
4. Benefit/Litany (may be unique by form.) • Benefit Icon • “Clinic”/“Clinical”
• Bezel Band with Benefit Icon
5. (If needed) Additional form specific claims BRAND
Mega-Property

and/or new technology

VARIANT

BENEFITS

Note: On brush, brush head is number 2 POC.

ICON

ICON Benefit

CLAIM CLAIM
BRAND
ICON Benefit

Claim Claim
ICON Benefit

Mega-Property
ICON Benefit

BRAND BRAND
ICON Benefit

VARIANT
ICON Benefit

Mega-Property Mega-Property BENEFIT

ICON Benefit

ICON Benefit

VARIANT ICON VARIANT

Mega-Property
Mega-Property ICON VARIANT
VARIANT
ICON

BRAND
ICON
VARIANT BENEFITS

BRAND
BENEFITS
BENEFITS BENEFITS
BENEFITS
BENEFITS BENEFITS BENEFITS VARIANT
ICON BENEFITS
BENEFITS BRAND
BENEFITS
BENEFITS
ICON CLAIM
BRAND
Mega-Property CLAIM BENEFITS
BENEFITS
Mega-Property BENEFITS
BENEFITS
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROFESSIONAL HEALTH 62

Professional Health Photography & Illustration

PHOTOGRAPHY Principles: ILLUSTRATION:

For the Professional Health cluster, photography should feature more task-oriented situations; work, exercise, errands. Photos are less about making an Illustration can be used to demonstrate
impression and more about accomplishment. Photos can feature individuals or interaction. Strive to represent a health conscious image. particular product features or benefits. The
style is clean and technical, often accompanied
Dental Situations: Could be in dentist’s office, with or without with dentist or hygienist.
with diagrammed callouts to communicate
Look should not be too formal or authoritative. science in efficacy.
Radiance
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 64

Radiance Brandmark Lock-up

The brand/mega-property lockup and its consistent use across packaging help to unify the Radiance mega-property and support our regimen strategy. If a need for brand/mega-property lockup beyond packaging
arises, please contact the P&G Design mega-property owner.

Radiance BrandING Unit FOR PACKAGING:

The brand/mega-property lockup is mega-property dominant with brand secondary. Size relationship (45% Brand/55% Mega-property) should remain as consistent across forms as possible. Mega-property name is
always in Neutraface No. 1, Light & Bold, all caps. The lock-up should be primarily used on PMS 3005 blue.

* The burst behind the “C” and the gleam placed on “3D” are used to reinforce the
whitening benefit, which can not be altered.

Brand and Mega-property Lock-up Rules: see section “Brandmark Master Lock-ups” for more information.

TWO Brandmark Lock-ups w/Mega-property: ONE Brandmark Lock-ups w/Mega-property:

• Brandmarks always appear on dominant PMS 3005 blue. • Brandmark always appears on dominant PMS 3005 blue side.
• The brands are always locked up with the Waypoint symbol. • Mega-property mark appears by itself on the PMS 273 primary
• Sell line always locks up with the master brandmarks. mega-property color.
• Mega-property mark appears by itself on the PMS 273 primary • Sell line always locks up with the master brandmarks.
mega-property color.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 65

Radiance Brandmark Lock-up

When the lock-up can not be used on blue, you can use it on white.

Lock-up w/whitestrips:

Unacceptable Identity Use:

The lock-ups represents our brand, so care should always be
taken to ensure proper usage. It should never be altered in
any way. Use only the approved electronic artwork. Here are
examples of unacceptable usage.

DO NOT: Move Brand below the mega-property DO NOT: Drastically change size relationship DO NOT: Skew or distort DO NOT: Put on an angle DO NOT: Put on busy background
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 66

Radiance Typography
The chosen typefaces are from the Neutraface and Gotham families.

Neutraface
ABCDEFGHIJKLMNOPQRSTUVWXYZ Mega-property/headline:
abcdefghijklmnopqrstuvwxyz Neutraface light, Sentence case
123456789.:!?#$&% VARIANT: GOTHAM MEDIUM, ALL CAPS
Neutraface No. 2
Benefit/feature copy: Gotham medium, Sentence case
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% All other body copy: Gotham
Gotham Statement of Identity: Gotham Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% Net Weights: Gotham Condensed
* Arial – is to be used when regional (i.e. Chinese, Cyrillic) characters are needed. Legal/Regulatory: Helvetica Neue Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 67

Radiance Colors
PRIMARY Color Palette: VERSIONING:

The primary colors of the Radiance palette create a feeling of richness and shimmer. The consistent Bands of color communicate variant benefits and differentiate between versions.
representation of these colors reinforces the distinctiveness of the Radiance mega-property.

VIVID ADVANCED
PMS PROCESS CYAN PMS 215
PMS 254 PMS 273

PROFESSIONAL EFFECTS SENSITIVE

SILVER PMS 204
PMS 3005
PMS 269 SILVER
P&G 0689

2 HOUR EXPRESS STAIN SHIELD

WHITE PMS 254

Cyan
WHITE
P&G 0054
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 68

Radiance Backgrounds

Pattern: Gradient:

The chandelier graphic is a key element and should always be in close proximity to 3D White. It draws A gradient runs across the background (may change angle) to add dimension and provide contrast for
consumers eyes and communicates a transformative experience. It reinforces whitening and beauty key communication areas. The gradient starts purple, vignettes to cyan, back to purple. Colors: PG1101 to
cues with the Passionate consumer. The Chandelier should always flow vertically, never horizontally and PG0689 to PG1101.
should always be seen on gradient pattern.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 69

Radiance Packaging Hard & Soft Points

MEGA-PROPERTY UNIFIERS

• 3D White Treatment/Placement • Chandelier Pattern

• Mega-Property Name – Neutraface Font; All other copy Gotham • Gradient
• Package Layout (per product form - see wireframes)

PRIORITY OF COMMUNICATION:

1. Brand CORE BASE UNIFIERS CORE PREMIUM UNIFIERS POWER

2. Mega-Property

3. Variant/Icon/Claim

4. Benefit/Litany (may be unique by form.)

5. (If needed) Additional form specific claims

and/or new technology

Note: On brush, brush head is number 2 POC.

BRAND BRAND
MEGA-PROPERTY

BRAND BRAND Mega-Property VARIANT

MEGA-
CLAIM
PROPERTY
VARIANT MEGA-PROPERTY
CLAIM VARIANT VARIANT BENEFIT

PROPERTY
MEGA-
CLAIM

BENEFITS
VARIANT
BRAND

BRAND MEGA-PROPERTY CLAIM

CLAIM VARIANT
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 RADIANCE 70

Radiance Photography & Illustration

PHOTOGRAPHY: ILLUSTRATION:

For the Radiance cluster, photography should feature an environment where she wants to make a special
impression. Social settings can include important events such as a date, a dinner, party, or a show. Can be
intimate one-on-one situations or can be large gatherings.

Also can include less social but public environments such as walking down a stylish street in Paris.

She is well dressed and made up.

Complete Protection
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 72

Complete Protection Brandmark Lock-up

The brand/mega-property lockup and its consistent use across packaging help to unify the Complete mega-property and support our regimen strategy. If a need for brand/mega-property lockup beyond packaging
arises, please contact the P&G Design mega-property owner.

Complete Protection BrandING Unit FOR PACKAGING:

The brand/mega-property lockup is brand dominant, mega-property secondary. Size relationship (70% Brand/30% Mega-property) should remain as consistent across forms as possible. Mega-property typeface was
inspired by Neutraface No. 1, Medium, lowercase. The lock-up should be primarily used on PMS 3005 blue. The brandmark must be first priority.

Complete MARK:

The mark was made from the four layers of protection that Complete offers:

• Red: Protection/Tooth • Yellow: Whitening/Gleam • Clean: Blue/Bubbles • Freshness: Green/Leaf

Brand and Mega-property Lock-up Rules: see section “Brandmark Master Lock-ups” for more information.

TWO Brandmark Lock-ups w/Mega-property: ONE Brandmark Lock-ups w/Mega-property:

• Brandmarks always appear on dominant PMS 3005 blue. • Brandmark always appears on dominant PMS 3005 blue side.
• The brands are always locked up with the Waypoint symbol. • Mega-property mark appears by itself on the PMS 368 primary
• Sell line always locks up with the master brandmarks. mega-property color.
• Mega-property mark appears by itself on the PMS 368 primary • Sell line always locks up with the master brandmarks.
mega-property color.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 73

Complete Protection Brandmark Lock-up

When the lock-up can not be used on blue, you can use it on white.

Unacceptable Identity Use:

The lock-ups represents our brand, so care should always be
taken to ensure proper usage. It should never be altered in
any way. Use only the approved electronic artwork. Here are
examples of unacceptable usage.

DO NOT: Drastically change size relationship DO NOT: Move Brand below the mega-property DO NOT: Skew or distort DO NOT: Put on an angle DO NOT: Put on busy background
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 74

Complete Protection Typography

The chosen typefaces are from the Neutraface and Gotham families.

Neutraface
ABCDEFGHIJKLMNOPQRSTUVWXYZ mega-property/headline:
abcdefghijklmnopqrstuvwxyz neutraface bold, lowercase
123456789.:!?#$&% variant: gotham bold, all caps
Neutraface No. 2
Benefit/feature copy: Gotham medium, Sentence case
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% All other body copy: Gotham
Gotham Statement of Identity: Gotham Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% Net Weights: Gotham Condensed
* Arial – is to be used when regional (i.e. Chinese, Cyrillic) characters are needed. Legal/Regulatory: Helvetica Neue Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 75

Complete Protection Colors

PRIMARY Color Palette: VERSIONING:

The primary colors of the Harmonious palette are bright and expressive. The consistent representation Bands of color communicate variant benefits and differentiate between versions.
of these colors help reinforces the distinctiveness of the Harmonious mega-property. Secondary accents
and highlights are clean and crisp to communicate enticing extras.

DEEP CLEAN CINNAMON EXPRESSIONS

PMS 225 PMS 2925 PMS 534 PMS 485
PMS 294
PMS 368 P&G 1723
SCOPE WHITE HERBAL MINT EXPRESSIONS
WHITE PMS 355

SCOPE OUTLAST WINTERGREEN EXPRESSIONS

PMS 3005 PMS 340 PMS 7459
P&G 0689

SCOPE ORANGE SCOPE GREEN

PMS 150 PMS 347

SCOPE BLUE
PMS 298
PMS 123 PMS 485

PMS 165
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 76

Complete Protection Background & Icons

Pattern: Alternative Patterns: Alternative Patterns:

The Harmonious pattern combines both complete protection (Complete Protection mark) and the The pattern can also be used tone-on-tone with The pattern can also be used tone-on-tone
spontaneity of the enticing extras (organic sizing and positioning of the icons) that the cluster offers. overlayed color graphics for added energy. on PMS 3005 blue.
The pattern should primarily be used tone-on-tone with PMS 368.

Complete MARK:

The mark was made from the four layers of protection

that Complete offers:

• Red: Tooth/Protection
• Yellow: Gleam/Whitening
• Clean: Bubbles/Blue
• Freshness: Leaf/Green
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 77

Complete Protection Twirl & Marquee: NA

Variant Marquee:

The variant marquee is the consistent composition of typography and graphic elements which communicate product variant. The combination of vector graphics, photorealistic illustrations and color are used reinforce
the primary benefit, aid navigation and promote regimen.

SCOPE: does not follow the marquee treatment because graphic style prior to development of Complete VisID existed.

BRUSH:
Color exception is orange because previous FLOSS:
existing sku color. Color for Deep Clean PMS 534.

Variant Twirl:

The “Twirl” graphic is the signature variant visual that represents the enticing extras. The Twirl jumps out from the dimensional background graphic, reinforced by secondary supporting graphics.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 78

Complete Protection Twirl & Marquee: Regional

Variant Marquee:

The variant marquee is the consistent composition of typography and graphic elements which communicate product variant. The combination of vector graphics, photorealistic illustrations and color are used reinforce
the primary benefit, aid navigation and promote regimen.

Variant Twirl:

The “Twirl” graphic is the signature variant visual that represents the enticing extras. The Twirl jumps out from the dimensional background graphic, reinforced by secondary supporting graphics.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 79

Complete Protection Packaging Hard & Soft Points

MEGA-PROPERTY UNIFIERS

• Complete Treatment/Placement • Variant Marquee

• Mega-Property Name – Inspired by Neutraface Font; • Twirl
All other copy Gotham
• Package Layout (per product form - see wireframes)

PRIORITY OF COMMUNICATION:
CORE BASE UNIFIERS
1. Brand

2. Mega-Property

3. Variant

4. Claim

5. Enticing Extras

Note: On brush, brush head is number 2 POC.

CLAIM

PROPERTY
VARIANT
MEGA-
Claim

BRAND
BRAND TWIRL
VARIANT
MARQUEE
MEGA-PROPERTY
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 COMPLETE PROTECTION 80

Complete Protection Photography

PHOTOGRAPHY:

Fun-loving and in the moment. In the company of friends and family. Casual but enjoyable situations. Birthday parties, cookouts, family gatherings, weekend activities.

Casual in dress and attitude.

Familiar
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 ESSENTIALS 82

Essentials Typography
The chosen typefaces are from the Neutraface and Gotham families.

Neutraface
ABCDEFGHIJKLMNOPQRSTUVWXYZ Mega-Property/Headline:
abcdefghijklmnopqrstuvwxyz Neutraface Bold, Title Case
123456789.:!?#$&% Variant: Gotham Bold, Title Case
Neutraface No. 2
Benefit/Feature Copy: Gotham Medium, Title Case
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% All other body copy: Gotham
Gotham Statement of Identity: Gotham Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&% Net Weights: Gotham Condensed
* Arial – is to be used when regional (i.e. Chinese, Cyrillic) characters are needed. Legal/Regulatory: Helvetica Neue Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 ESSENTIALS 83

Essentials Colors
PRIMARY Color Palette: VERSIONING:

The primary colors of the Essentials palette are expected and straightforward. Colors used are from a family Bands of color communicate variant benefits and differentiate between versions.
of primary colors with focused/single hits of color. The consistent representation of these colors helps
reinforce the distinctiveness of the Essentials mega-property.

CAVITY PROTECTION FAMILY PROTECTION

PMS 485 PMS 137
PMS 485 PMS 294
P&G 1723

PMS 3005
P&G 0689

EXTRA WHITENING TARTAR PROTECTION

WHITE PMS 877

WHITE PMS 2905

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 ESSENTIALS 84

Essentials Photography & Illustration

PHOTOGRAPHY: Icons/ILLUSTRATION:

Everyday expected moments. Simple pleasures. May be multigenerational families. Icons are simple and relevant that through shapes and colors reinforce the primary benefit, aid
navigation and promote regimen.
Sensible in dress and attitude.
Promotional Packaging
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 86

Promotional Packaging Principles

Principles: Hard points:

These usage guidelines provide global principles • Branding

for developing promotional packaging for Oral
• Primary equity colors
Care. Following the principles outlined here
will ensure global consistency and continuity in • Shape
promotional packaging. (When the shape covers the variant
communication, the variant must be repeated
Maintain the following equities with all
on the promo area)
promotional material executions.
• Typography
1) Branding

2) Brand equity colors

Soft points:
3) Shape
• Variant/promotional messaging colors
4) “Pop” Color
• Promotional messaging claims
5) Typography
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 87

Promotional Packaging: Hard Point > Branding

Branding Principle: Branding EXAMPLE:

Promotional treatment should not interfere with the master brandmark. In multi-pack executions where multiple brandmarks exist, one full brandmark must be
visible without any interference.

CLINICAL
GUM PROTECTION

VALUE
TWIN PACK
Helps Prevent
Gingivitis &
HELPS REVERSE
GINGIVITIS IN
4 WEEKS
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 88

Promotional Packaging: Hard Point > Shape

Waypoint Shape Principle:

Derived from the Waypoint, the holding shape for promotional communication has been developed to work with a wide range of package shapes and orientations. The forward slant and rounded feel of the Waypoint
symbol mimics the brandmark slants and adds motion and energy to our visual language. The shapes were inspired by zooming in or out of the Waypoint symbol to create a consistent yet flexible visual language.

=
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 89

Promotional Packaging: Hard Point > Typography

VALUE MESSAGE: NEUTRAFACE BOLD, ALL CAPS

BENEFIT/FEATURE COPY: GOTHAM BOLD, ALL CAPS

Typography: All other body copy: Gotham

All promotional communication should use the
globally approved typography guidelines as Statement of Identity: Gotham Condensed
defined along with choiceful graphics from
the package.
Net Weights: Gotham Condensed
Legal/Regulatory: Helvetica Neue Condensed

* Arial – is to be used when regional (i.e. Chinese, Cyrillic)

Neutraface Neutraface No. 2
characters are needed.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%

123456789.:!?#$&% Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz123456789.:!?#$&%
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 90

Promotional Packaging: Hard Point > Color

Promotional Area Color Proportion Scale:

On the promotional area, the pop color should represent the majority and the mega-property color should be supporting.

WHITE POP MEGA-PROPERTY

COLOR = 2/3 COLOR = 1/3
Primary MEGA-Property Colors:

Primary mega-property colors should always be used for copy and messaging, which compliments the packaging colors.

PMS 254 PMS 273 PMS 368 PMS 294 PMS 485 PMS 294
Cyan PMS 296 P&G 1723 P&G 1723
P&G 0054 P&G 0823

PROFESSIONAL COMPLETE
RADIANCE ESSENTIALS
HEALTH PROTECTION

Cyan PMS 123 PMS 485 WHITE PMS 2905

WHITE
P&G 0054

PMS 294
P&G 1723
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 91

Promotional Packaging: Shape & Color Examples

“Sustaining” Promotional Color: “Limited time offering” Promotional Color:

Shape: The shapes were inspired by zooming in or out of the Waypoint symbol to create a consistent yet Shape: The shapes were inspired by zooming in or out of the Waypoint symbol to create a consistent yet
flexible visual language. flexible visual language.

Background color: The preferred background color for all Crest and Oral-B promotional packaging Background color: Yellow (PMS 116) provides a sense of urgency and maximizes impact at FMOT.
executions is white. White provides pop contrast with the primary package and maximizes impact at
Typeface: Typeface color should change be PMS 294 blue.
FMOT. For BAM markets the preferred background color is PMS 3005 blue. Yellow or red assents may
also be used – PMS 137 or PMS 485 should be used.

Typeface: Typeface color should change by mega-property as shown on previous page.

NEU
VISIBLY WHITER TEETH - GUARANTEED

VALUE
TWIN PACK NEW/NUEVO
VISIBLY WHITER TEETH - GUARANTEED
EXTRA WHITENING POWER
00.00 TOOTHPASTE
GET ONE
NEU

FREE FREE WITH

VALUE PACK
00.00 TOOTHPASTE PURCHASE SCOPE RINSE
NEW/NUEVO

1 - MOUTHWASH
NET WT 250mL
VALUE PACK (8.4 FL OZ)
1- MOUTHWASH
NET WT 1L
(33.8 FL OZ)
NEW!

3D
VISIBLY WHITER TEETH - GUARANTEED

VALUE
DEEP
CLEAN
WHITENS: CAN REDUCE UP TO 80% OF SURFACE STAINS IN 14 DAYS VIVID
FLOSS

TWIN PACK
FLUORIDE ANTICAVITY TOOTHPASTE
SLIDES

FREE SAMPLE SIZE

UP TO
50%
MORE
NET WT 7.6 OZ (215 g) 00.00 TOOTHPASTE
RADIANT MINT
EASILY
IN TIGHT #1 DENTIST CREST TARTAR PROTECTION PASTE
NEW! RECOMMENDED

3D
SPACES
vs. leading DEEP BRAND
00.00 TOOTHPASTE
floss CLEANING
WHERE BRUSHES
CAN’T REACH
FLUORIDE ANTICAVITY TOOTHPASTE
WHITENS: CAN REDUCE UP TO 80% OF SURFACE STAINS IN 14 DAYS VIVID
VIVID
FLUORIDE ANTICAVITYRADIANT
TOOTHPASTE
MINT
COOL MINT

43.7 YD (40m)
NET WT 7.6 OZ (215 g) RADIANT MINT
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 92

Promotional Packaging: “New” Communication

“New” Flag Principle: Color Soft Point: In regions where an alternate color is
NEW!
The new flag should stand out, but also compliment the promotional graphics. To do this the consistent NEW! used for “new” communication, it may be used instead
(i.e. PMS 355 Green may be used in the UK region).
shape is inspired by Waypoint and the color is PMS 485 Red on every cluster. A white shape is used to
separate itself from the rest of the packaging colors. Gotham Bold Italic should be used as the typeface and
reverses out to white.

NEW!

BRAND
SAFE AREA HARD POINTS:

• Place in upper left corner

• Can not cover brandmark
• Size: the flag can be scaled, but should not overwhelm the pack. Keep it within the priority of communication.

NEW! NEW!
NEW! NEW/NUEVO
ALL-AROUND CAVITIES
PROTECTION GINGIVITIS
PLAQUE
SENSITIVITY
ENAMEL WHITENS: CAN REDUCE UP TO 80% OF SURFACE STAINS IN 14 DAYS VIVID
TARTAR
WHITENING
FLUORIDE ANTICAVITY TOOTHPASTE
BREATH
PROTECTS THE AREAS
DENTISTS CHECK MOST
ANTIBACTERIAL FLUORIDE TOOTHPASTE
AUST R XXXXX Active ingredients: Stannous Fluoride 0.454% w/w; Sodium Fluoride 0.078% w/w 100g CLEAN MINT
NET WT 7.6 OZ (215 g) RADIANT MINT
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 93

Promotional Packaging: Paste Examples

SUSTAINING: Limited time offering:

NEW!

3D
VISIBLY WHITER TEETH - GUARANTEED
VISIBLY WHITER TEETH - GUARANTEED

WHITENS: CAN REDUCE UP TO 80% OF SURFACE STAINS IN 14 DAYS VALUE

VALUE VIVID

TWIN
TWINPACK
PACK
FLUORIDE ANTICAVITY TOOTHPASTE

00.00 TOOTHPASTE
FREE SAMPLE SIZE
NET WT 7.6 OZ (215 g) 00.00 TOOTHPASTE
RADIANT MINT CREST TARTAR PROTECTION PASTE
00.00 TOOTHPASTE
NEW!

WHITENS: CAN REDUCE UP TO 80% OF SURFACE STAINS IN 14 DAYS

3D
FLUORIDE ANTICAVITY TOOTHPASTE
VIVID
VIVID
NEW!
Whiter, Fresher, and Stronger Teeth Más blancos, más frescos y más fuertes
family
protection
Paste Design Principles: FLUORIDE ANTICAVITYRADIANT
TOOTHPASTE
MINT
protección
familiar

Hard Points: NET WT 7.6 OZ (215 g) RADIANT MINT

NET WT/PESO NETO 6.4 OZ (181 g) FLUORIDE TOOTHPASTE/PASTA DENTAL CON FLUORURO
fresh mint
menta fresca

Branding; Primary equity colors; Shape;

Typography

Soft Points: NEU

VISIBLY WHITER TEETH - GUARANTEED
NEW/NUEVO
Variant/promotional messaging colors;
VALUE
VISIBLY WHITER TEETH - GUARANTEED

Promotional messaging claims GET ONE

TWIN PACK FREE
00.00 TOOTHPASTE
00.00 TOOTHPASTE
NEU
NEW/NUEVO
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 94

Promotional Packaging: Rinse Examples

EXTRA WHITENING POWER

Rinse Design Principles:
FREE WITH
Hard Points:
Branding; Primary equity colors; Shape;
PURCHASE SCOPE RINSE

Typography 1 - MOUTHWASH
NET WT 250mL
(8.4 FL OZ)
Soft Points: 1- MOUTHWASH
NET WT 1L
(33.8 FL OZ)
Variant/promotional messaging colors;
Promotional messaging claims

EXTRA
WHITENING POWER ASH
UTHW L
FREE WITH 1 - MTOWT 250mZ)
NE (8.4 FL O H

PURCHASE
AS
UTHW 1L
1- MO NET WT Z)
FO
L
SCOPE RINSE (33.8
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 95

Promotional Packaging: Manual Brush Examples

4 PACK
SOFT/ SOFT/
SUAVE SUAVE
S PAQUETE S

Manual Brush Design Principles:

Hard Points:
Branding; Primary equity colors; Shape;
Typography

Soft Points: DEEP

CLEAN
Variant/promotional messaging colors;
DEEP
Promotional messaging claims CLEAN

DEEP CLEAN
LIMPIEZA PROFUNDA
advantage
advantage
advantage

DEEP CLEAN • LIMPIEZA PROFUNDA

VALUE EXTRA VALUE

PACK PACK

2 TOOTHBRUSHES/CEPILLO DENTAL 4 TOOTHBRUSHES/ CEPILLO DENTAL

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 96

Promotional Packaging: Power Brush Example

SAVE

• LIMITED TIME OFFER
• MAIL-IN REBATE
FORM PRINTED
ON REVERSE.
• UP TO 3 REBATES
PER HOUSEHOLD
ANDREMOVEUPTO
MOREPLAQUE*

Power Brush Design Principles:

Hard Points:
Branding; Primary equity colors; Shape;
Typography

Soft Points:
Variant/promotional messaging colors;
Promotional messaging claims
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 PROMOTIONAL PACKAGING 97

Promotional Packaging: Floss Example

VALUE PACK

VALUE PACK
Floss Design Principles:

Hard Points:
Branding; Primary equity colors; Shape;
Typography DEEP
CLEAN
Soft Points: FLOSS
Variant/promotional messaging colors; SLIDES
UP TO
50%
Promotional messaging claims MORE
EASILY
IN TIGHT #1 DENTIST
RECOMMENDED
SPACES
vs. leading DEEP BRAND
floss CLEANING
WHERE BRUSHES
CAN’T REACH

COOL MINT

43.7 YD (40m)
FMOT
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 99

FMOT Principles

Principles: Hard points:

These usage guidelines provide global principles • Branding

for developing FMOT in-store materials for Oral
• Primary equity colors
Care. Following the principles outlined here will
ensure global consistency and continuity. • Shape

• Typography

Soft points:

• Messaging claims

• Variant messaging colors

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 100

FMOT Principles: Our WHO

Purposeful: Passionate: Harmonious: Familiar:

Who She Is: Who She Is: Who She Is: Who She Is:
• Primary Oral Care focus: health • Primary Oral Care focus: beauty • Primary Oral Care focus: easy & experiential • Primary Oral Care focus: value within a
trusted brand
• An information seeker • She has a multi-step beauty routine for her • Open to trying new things
skin and nails • Cost conscious
• She wants to be reassured by product benefits • On the go, busy
• She is accustomed to spending money on • Fulfilling basic needs
• Desires advanced performance and her looks • Emotionally connects
superior care • Family gatekeeper
• She makes on-the-go beauty touchups
• She is validated by compliments

Who She Is at Retail: Who She Is at Retail: Who She Is at Retail: Who She Is at Retail:
• Shopping alone • Wants to be inspired • Looking for what’s new – more likely to sample • Short on time
• Takes the time to read • Feels more beautiful and connected to style • Won’t take time to read • Shopping with a list
through products
• Impulsive decision-maker • With kids

• More apt to buy spontaneously from

kiosks/displays
• Easily distracted – wants it easy & fast

Sell Strategy: Health Regimen/System Sell Strategy: Beauty Routine Sell Strategy: Easy & Engaging Sell Strategy: Family Solutions
Focus on oral health benefits and professional Describe her oral care products as producing Make the shopping experience easy. Tell her She is currently buying basic paste and brushes.
performance at home. beautiful results just like her skin and nail care quickly that her needs will be met and the Focus on Value. Suggest expanding her solution
products do. experience will be satisfying. Reassure her that set to also include mouthwash, floss and a
Encourage her to utilize the entire Pro-Health
her regimen will be fast & simple, freeing up time different paste for her children because this will
system for maximum results. Together they complete her beauty routine.
for the more important things in life. Bundle her be a proactive way to save money at the dentist
Beautify the process to make it appealing. Focus
regimen by experiential benefit (i.e. flavor, breath- office. Offer her a loyalty/rewards program and
on the holistic experience and dazzling visual
freshening, etc) to make it easy to grab and go. she’ll be a customer for life.
impact of her smile.

Her Product Line Up: Her Product Line Up: Her Product Line Up: Her Product Line Up:
• Pro-Health Pastes, Oral-B power brushes, Pastes, Manual brush, Pulsar brush, Rinse, • Whitening Expressions Paste/Gel Toothpaste, • Classic paste, cavity protection paste, tartar
Deep Clean Glide, Pro-Health Rinses Whitestrips, Glide whitening Crest and Scope Paste, Oral-B Advantage protection paste, Oral-B Indicator brushes,
Brush, Glide with Scope, Scope Mouthwash Original Glide
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 101

FMOT Principles
STOP HOLD CLOSE
“Who Am I?” “What Am I?” “Why Am I Right For You?”

  

BRAND BENEFIT
CLAIM & RTB
VISIBILITY COMMUNICATION

BE RECOGNIZABLE; BE DISRUPTIVE BE CLEAR; BE SIMPLE REMOVE PURCHASE BARRIERS

Leverage equity blue, design shape language, Visualize end benefit and create Communicates “reason to buy” benefits
brand marks and packaging emotional connection.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 102

FMOT: Hard Point > Shape

Waypoint Shape:

Derived from the Waypoint, the shape language

has been developed to work with a wide range
of shapes and orientations. The shape may be
scaled as needed for the execution.

The forward slant and rounded feel of the

Waypoint symbol mimics the brandmark slants
and adds motion and energy to our visual
language. The shapes were inspired by zooming
in or out of the Waypoint symbol to create a
consistent, yet flexible visual language. (Refer to
Shape Visual Language Principles page for
in-depth guidelines)

Do:

• DO use Waypoint symbol to inspire shape

• DO use rounded edges

do not:

• DO NOT overtly show Waypoint symbol in

shape language
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 103

FMOT: Hard Point > Color

OVerall shelf impression of color (Blur test):

PMS 3005 CATEGORY = PMS 294 to 100% CYAN

PMS 3005 PRO-HEALTH = PMS 294

FMOT Area Color:

Overall shelf impression of color should be majority category blue and accent mega-property color.
Category color should represent the majority and the mega-property color should be supporting.
PMS 3005 3D WHITE = PMS 273

Primary MEGA-Property Colors:

Primary mega-property colors should always be used for copy and messaging, which compliment the
PMS 3005 COMPLETE PROTECTION = PMS 368
packaging colors.

Product backdrop color:

PMS 3005 ESSENTIALS = PMS 2905
Since all our packaging is based on category PMS 3005 and it is important that our products stand off
on shelf, PMS 298 should be used as a backdrop color. This will reassure that all products pop off our
blue color impression.

Product backdrop color:

PMS 298
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 104

FMOT: PDQ Wireframes

Single Brand: Double Brand:

PDQ Design Principle Wireframes:

Mega-property Color Bar Area Mega-property Color Bar Area

Hard Points:

• Brandmarks – always live on PMS 3005

• Use chosen primary equity colors, but overall

color impression should be blue Campaign Photograghy Area
Product Area Product Area
Campaign Photograghy Area
Product Area
Category PMS 298 Category PMS 298 Category PMS 298

• Shape – inspired by Waypoint Light Blue Light Blue Light Blue

• Typography – Mega-property specific

Category PMS 3005 Bar Area Category PMS 3005 Bar Area

Soft Points: NEW Area NEW Area

Category PMS 3005 Area Mega-property Color/Graphic Area

• Messaging claims Mega-property Color/Graphic Area
Main Message/Claims Single Brand/Mega-property Main Message/Claims
Tagline life opens up when you do

• Variant/promotional messaging colors

Category PMS 3005 Area

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 105

FMOT: PDQ Examples

Category:

life opens up when you do Lorem Odo Feu Fe Uiss life opens up when you do Lorem Odo Feu Fe Uiss
Ecte Mod Olen Issisi. Ecte Mod Olen Issisi.

Lorem Odo Feu Fe Uiss Ecte Mod

Olen Issisi. life opens up when you do

Professional Health: Radiance: Complete Protection: Essentials:

life opens up when you do

life opens up when you do

Lorem odo feu fe uiss ecte mod Examples show how visual assets are scalable across various sizes and proportions.
LOREM IPSUM OLEN ISSISI. life opens up when you do
DOLOR SIT AMET,
CONSECTETUR. life opens up when you do
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 106

FMOT: Header Card Wireframes

Single Brand: Double Brand:

Category PMS 3005 Area

Header Card Wireframes:

Category PMS 3005 Area/Single Brand/Mega-property/Tagline life opens up when you do

Hard Points:

• Brandmarks – always live on PMS 3005

• Use chosen primary equity colors, but overall

color impression should be blue
Mega-property Mega-property
• Shape – inspired by Waypoint Campaign Photograghy Area Color Campaign Photograghy Area Color
Graphis Area Graphis Area
Main Message Main Message
• Typography – Mega-property specific Claims Claims

Soft Points:

• Messaging claims

• Variant/promotional messaging colors

Product Area/Category PMS 298/Light Blue Product Area/Category PMS 298/Light Blue
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 107

FMOT: Header Card Examples

Category:
life opens up when you do life opens up when you do

Lorem Odo Lorem Odo

Feu Fe Uiss Feu Fe Uiss
Ecte Mod Ecte Mod
Olen Issisi. Olen Issisi.

Pro-Health: Radiance: Complete Protection: Essentials:

life opens up when you do life opens up when you do

Lorem odo feu

fe uiss ecte mod
OLEN ISSISI.
LOREMODO
FEUFEUISS
ECTEMOD
OLENISSISI

Examples show how visual assets are scalable across various sizes and proportions.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 108

FMOT: Blade Sign Wireframes

Single Brand: Double Brand:

Category PMS 3005 Area

Single Brand/Mega-property
Tagline life opens up when you do
Category PMS 3005 Area

Blade Wireframes:

Hard Points:

• Brandmarks – always live on PMS 3005

• Use chosen primary equity colors, but overall

color impression should be blue

• Shape – inspired by Waypoint

Campaign Photograghy Area Campaign Photograghy Area
• Typography – Mega-property specific

Soft Points:

• Messaging claims

• Variant/promotional messaging colors

Mega-property Color Mega-property Color

Graphic Area Graphic Area
Main Message Main Message
Claims Claims
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 FMOT 109

FMOT: Blade Sign Examples

Category:

Pro-Health: Radiance: Harmonious: Essentials:

life opens up when you do life opens up when you do life opens up when you do life opens up when you do

Tat lut adipit

3D amcorem adigna
Lorem odo feu lorem ipsum dolor
alit esequip.
LOREM ODO FEU
fe uiss ecte mod sit amet, consect-
FE UISS ECTE MOD
OLEN ISSISI. etur adipiscing.
OLEN ISSISI.

Examples show how visual assets are scalable across various sizes and proportions.
Club
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CLUB 111

Club Principles

Principles: Hard points:

With such an overwhelming in-store • Branding

environment, there is 2 seconds to capture
• Primary equity colors
shoppers attention.
• Shape
Who am I (STOP) and What am I (HOLD) must
be communicated from a distance – sometimes • Typography
20-50 ft.

Benefits, Claims, and Package counts should be

Soft points:
visible and easy to find (all critical information
must be read from 3-5 ft.). • Messaging claims

• Leverage contrasting colors and branding to • Variant messaging colors

drive stopping power

• Use 1 strong power claim vs. several messages

• Use visuals vs. relying on words only

• Package, tray, and pallet MUST be designed

to work together. Maximize real estate of
complete impression (package, tray and
pallet together).

• Use consistent information architecture to

drive brand blocking and regimen

.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CLUB 112

Club Principles
STOP HOLD CLOSE
“Who Am I?” “What Am I?” “Why Am I Right For You?”

  -

BRAND BENEFIT
CLAIM & RTB
VISIBILITY COMMUNICATION

BE RECOGNIZABLE; BE DISRUPTIVE BE CLEAR; BE SIMPLE REMOVE PURCHASE BARRIERS

Leverage equity blue, design shape language, Visualize end benefit and create Communicates “reason to buy” benefits
brand marks and packaging emotional connection.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CLUB 113

Club Principles
Club Principles 1 & 2:
Protect all
these areas
1. Use Contrasting Colors
dentists check
most:
2. Use Strong Visuals vs. Too Many Words Cavities
Gingivitis
Plague
Sensitivity
Tartar
Whitening
Freshens Breath

Only ADA-accepted toothpaste

for 6 different benefits
C AV I T I E S | G I N G I V I T I S | P L A G U E | S E N S I T I V I T Y | W H I T E N I N G | F R E S H E N S B R E AT H

6 PACK
Dentist
Recomended
Brand 2. 1.
DEEP CLEAN FLOSS

Slides up to 50% more easily in tight spaces.

DEEP CLEAN DEEP CLEAN DEEP CLEAN

deep clean
COOL MINT . FLOSS COOL MINT . FLOSS COOL MINT . FLOSS
1. along gum line with
outer angled bristles
43.7 yd (40m) 43.7 yd (40m) 43.7 yd (40m)

Outer angled
bristle design

DEEP CLEAN DEEP CLEAN DEEP CLEAN

COOL MINT . FLOSS COOL MINT . FLOSS COOL MINT . FLOSS

43.7 yd (40m) 43.7 yd (40m) 43.7 yd (40m)

2.
COOL BLAST Just as soft as Shred Resistant
of Clean Feeling Comfort Plus!

®
6 UNITS – 43.7 YD (40 m) EACH, TOTAL: 262.2 YD (240 m)
Power tip to clean hard advantage
advantage
®

to reach plaque.

1. 2.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CLUB 114

Club Principles
Club Principles 3, 4 & 5:
with Scope
Freshness

flouride anticavity
3. Pack & Tray Design Should Work Together To toothpaste
Have a Greater Impact As A Whole

4. Strong, Bold Claims

5. On Packs, Make Count Visible & Easy To Find

3.
Visibly whiter teeth
5. in one tube * by removing surface stains

4.

More cleaning
action than the
®

leading manual
toothbrush.

BATTERY
POWERED
BRUSH
BATTERIES
INCLUDED
Significantly Reduces Plaque ®

4. 3.
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CLUB 115

Club Hard & Soft Points:

• Mega-Property Font = Neutraface No. 1, bold italic, lowercase
• Headlines & Claims = Neutraface No. 2, bold italic, lowercase; Support Copy = Neutraface No. 2, Sentence case
• Main Color = P&G 0689 (PMS 3005)

Tray Side Background:

Color Graphic & Gradient: • P&G 0689 (PMS 3005)
Benefit Statement: • Color will change per to Cyan
Brush Flex:
• Upper Left Corner product offering • Overlay Circle Pattern • Reverse to White

Count & Count Background:

• Count Reverse to White out of Bonus Panel:
P&G 0533 (PMS 186) with White • Count Reverse to White out of
Outline P&G 0533 (PMS 186) with White
deep clean Outline
along gum line with
outer angled bristles
Logo & Mega-Property:
Outer angled Bonus Background:
bristle design • Centered; Stacked on Left Side
• P&G 0823 (PMS 654)

Claim:
• Centered; Reverse to White

Benefit Icons:
• Flush Left; Type P&G 1465 (PMS
294)

Power tip to clean hard advantage White Banding:

advantage
®

to reach plaque. • White with Grey Edge

Front Tray Claim & Color Gradient: Tray Lip Background: Logo & Mega-Property: Product Super-Graphic: Logo & Mega-Property:
Support Icon: • Color will change per • P&G 0689 (PMS 3005) • Side-by-Side in Lower • Centered in • Stacked in Lower
• Left Side of Tray product offering to Cyan Right Corner Middle Circle Right Corner Battery Icon: Background:
• Reverse to White • Overlaying Circle Graphic • Overlay Circle Pattern • Centered With Logo & Mega- • P&G 1465 (PMS 294) > Cyan >
Property P&G 1465 (PMS 294)
• White Circle Graphic
divides Headline color
band and mega-property
color band
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 116

Approval
DESIGN SCOPE: INITIATOR: APPROVAL:

1. Strategic Brand Identity Elements

• Oral Care Identity including brandmark Global Design Manager Brand Franchise Leader
• Global package lineup Global Design Manager Brand Franchise Leader
• Guidelines Global Design Manager Brand Franchise Leader

2. New Items
• New Form Global Design Manager Brand Franchise Leader
– Design Architecture
• New Variant Global Design Manager Brand Franchise Leader
– Design Architecture & Color Palette
• New Size Global Design Manager Brand Franchise Leader
– Design Architecture

3. Regional Customization (global design architecture)

• Regional Name Global Design Manager/Regional Project Leader Regional General Manager
• Regional Graphics Global Design Manager/Regional Project Leader Regional General Manager
• Promotional Communication Global Design Manager/Regional Project Leader Regional General Manager
 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 117

Coming Soon
• Dentist Photography Principles

• Power Brush BPS

• Power Brush Design Language

• Complete SKU Level Patterns

 P&G Oral Care: CONFIDENTIAL • Global Branding Principles & Style Guide • V1.1: 09.21.10 CATEGORY 118

P&G Design: Landor:

Debbie Kokoruda Lori Gross

Design Director Client Director
Overall Global Design Strategy Overall Global Design Strategy
[Link]@[Link] [Link]@[Link]
513-622-5404 513-419-2468

Contact List
Sara Keating Donna Allen
Design Manager Associate Client Director
Category Visual Identity Professional Health Visual Identity
Radiance Visual Identity [Link]@[Link]
keating.s@[Link] 513-419-2333
513-622-0957
Jodi Enia
Mike Rice Sr. Client Manager
Design Manager Radiance Visual Identity
Promotional & FMOT [Link]@[Link]
Complete Protection and Essentials 513-419-2405
Visual Identity
rice.m.3@[Link] Matoaka Ricketts
513-622-0915 Sr. Client Manager
Complete Protection Visual Identity
Gery Uribe [Link]@[Link]
Design Manager 513-419-2363
Professional Health Visual Identity
uribe.g.2@[Link]
513-622-2095