Debiopharm

Official Websites

• https://www.debiopharm.com
• http://www.debiopharm.com

Brand Guidelines

2025

Brand Summary

Mission

• We develop tomorrow’s standard of care to cure cancer and infectious diseases and to improve patient quality of life [^1].

Core Values

• Adaptability
• Passion
• Commitment
• Creativity
• Ethics
• Efficiency

Target Audience

• The brand targets experts (well-informed, technical), business audiences (commercially interested, may require additional information), and the general audience (broad, simple, accessible communication to maintain or increase brand awareness) [^2].

Personality Traits

• Flexible
• Agile
• Responsive
• Driven
• Accountable
• United
• Innovative
• Fair
• Efficient

Visual Identity Overview

• The visual identity is structured around a red chromatic universe, minimalist logo with a circle and tagline, two main fonts (Titillium and Simplon Norm), monochrome and color logo variants, strict logo usage rules, minimalist iconography, and a focus on clarity, professionalism, and visual continuity across all materials [^3].

Categories

Brand Imagery

• Logos should be considered as images. None of their constituent elements can be modified.
• The Debiopharm™ logo consists of three elements: • Its symbol, brand identification • Its registration “Debiopharm™” • Its tagline “We develop for patients”
• In most cases, the logo has these three elements, however for better reading with smaller formats it’s possible to use the logo without tagline.
• Monochromatic use of the logo is possible in white or black. Choice will depend on the best contrast with background.
• For maximal brand impact it’s important to keep an exclusion area around the logo. corresponding to a minimum of half the height (Y) of the symbol. There should be no graphic elements in the exclusion area.
• When possible. the width is doubled to correspond to the height of the symbol (Y), increasing brand impact.
• Our logo is a brand to be displayed in a uniform manner on all our materials. To preserve its integrity, please avoid modifications that would impact the brand negatively.
• Never outline or shadow logo and never reduce opacity.
• Never tilt logo.
• Never change logo colors.
• Never distort logo.
• Never change size/space ratio between brand and symbol.
• Brand readability must be excellent in all circumstances.
• In specific contexts, for instance in a brand reminder, it’s possible to simplify by using only the symbol.

Color Palette

• The identity of Debiopharm™ is set in a red chromatic universe. That shade expresses the “swissness” of the company and its dynamic DNA focused on innovation.
• Red structures the entire visual communication of the group with black and complementary shades.
• MAIN RED CMYK 0 100 100 0 RGB 227 0 15 HEX #E3000F
• DARK RED CMYK 0 100 100 40 RGB 199 37 60 HEX #C7253C
• TEXT/CONTRAST CMYK 0 0 0 100 RGB 0 0 0 HEX #000000
• Debiopharm™ corporate visuals derive from a predefined color palette that was conceived based on the brand colors. This provides coherence and optimal contrast in all contexts.
• The human being is one of the main subjects of the visual universe, and a palette of skin tones is available to illustrators.
• Side elements in the background or in detail are always in a darker tone, but not black.
• Corporate Awareness Emphasis BASIC PALETTE CMYK 0 0 26 #1A1A18 CMYK 44 87 80 71 26 15 #471A0F CMYK 30 100 100 41 RGB 125 20 10 HEX #7D140A CMYK 24 163 99 26 #A31A17 CMYK 17 100 93 191 18 31 #BF121F CMYK 0 100 100 0 RGB 227 0 15 HEX #E3000F CMYK 0 249 86 59 #F53B40 CMYK 0 69 48 0 237 110 110 #ED6E6E CMYK 0 43 22 0 RGB 255 173 173 HEX #FFADAD
• SKIN TONES CMYK 31 61 49 28 RGB 148 94 92 HEX #945E5C CMYK 4 23 18 0 RGB 242 209 201 HEX #F2D1C9 CMYK 24 53 42 184 125 120 #B87D78 CMYK 6 25 27 0 RGB 240 201 184 HEX #F0C9B8 CMYK 0 15 13 0 RGB 250 227 217 HEX #FAE3D9
• The “Awareness” color palette is an evolution of the “Corporate” palette (page 31). This enrichment provides a more accurate and precise representation of the visuals theme.
• SPECIFIC PALETTE CMYK 73 7 50 0 RGB 69 172 149 HEX #45AB94 CMYK 50 0 30 0 RGB 141 204 190 HEX #8CCCBF CMYK 14 0 7 0 RGB 226 242 239 HEX #E3F2F0
• It’s possible to add a shade if necessary.
• If red isn’t sufficient, these colors may be used to highlight an element [in text or an illustration].
• Colors are left to the discretion of designers in charge of the project and are free from constraint. Nevertheless, they are to remain close to those of the “Corporate” universe.

Typography

• The Debiopharm™ identity is structured around two fonts.
• TITILLIUM: A contrast font used for titles, highlights, and quotes. It’s used to emphasize content in comparison to normal text.
• SIMPLON NORM: A content font used mainly for normal text.
• Titillium Light: AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890™→+-©®%?!$£
• Titillium Regular: AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890™→+-©®%?!$£
• Titillium Semibold: AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890™→+-©®%?!$£
• Titillium Bold: AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890™→+-©®%?!$£
• Simplon Norm Light: AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890™→+-©®%?!$£
• Simplon Norm Bold: AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890™→+-©®%?!$£
• Here is an example of applied typography. Although it’s possible for styles to vary in size, it’s important that texts have clear and distinct hierarchy levels.
• We recommend standardizing typographic composition by limiting the number of styles used.
• MISSION [TITILLIUM LIGHT] ESTABLISHING TOMORROW’S STANDARD OF CARE [TITILLIUM BOLD]
• Debiopharm is an independent biopharmaceutical company based in Switzerland with an ongoing commitment to improve patient outcomes and quality of life in oncology and bacterial infections. Our main activities include drug development, drug manufacturing and digital health investment. [Simplon Norm Light]
• Clinical trials [Simplon Norm Bold]
• Debiopharm’s vision of healthcare is not limited to making new medicines available. We strongly believe you can be an actor in your own medical care. [Simplon Norm Light]
• DISCOVER OUR CLINICAL TRIALS [TITILLIUM SEMIBOLD]
• The main font used for content in “Corporate” visuals is Titillium. It meets recommendations elaborated in chapter Typography (page 12).
• Text color is determined according to the background used, as illustrated below.
• MISSION [TITILLIUM LIGHT]
• ESTABLISHING TOMORROW’S [TITILLIUM BOLD]STANDARD OF CARE
• The typography can create a link with the main line of the brand. If added as a caption, the hashtag, date and location of the event, are written in the corporate font Titillium.

Logo Usage

• Logos should be considered as images. None of their constituent elements can be modified.
• The Debiopharm™ logo consists of three elements: • Its symbol, brand identification • Its registration “Debiopharm™” • Its tagline “We develop for patients”
• In most cases, the logo has these three elements, however for better reading with smaller formats it’s possible to use the logo without tagline.
• Monochromatic use of the logo is possible in white or black. Choice will depend on the best contrast with background.
• For maximal brand impact it’s important to keep an exclusion area around the logo, corresponding to a minimum of half the height (Y) of the symbol. There should be no graphic elements in the exclusion area.
• When possible, the width is doubled to correspond to the height of the symbol (Y), increasing brand impact.
• Our logo is a brand to be displayed in a uniform manner on all our materials. To preserve its integrity, please avoid modifications that would impact the brand negatively.
• Never outline or shadow logo and never reduce opacity.
• Never tilt logo.
• Never change logo colors.
• Never distort logo.
• Never change size/space ratio between brand and symbol.
• Brand readability must be excellent in all circumstances.

Tone And Messaging

• Use of these three universes is defined according to two criteria: target audience o message context, which define in which way, and with which tone the brand is commu­nicating.
• Main universe of the brand, it determines the basis for global communication of Debiopharm™. It is intended to all audiences.
• Its application is institutional, calm, structured, direct, and minimalist. Being simple it allows to communicate about simple and more complex subjects.
• This universe applies to educational or informative communication. It allows for a broader range of expression than that of the corporate universe, being more dynamic and communicative, whilst simple and understandable.
• Most expressive universe of the three. To be used in small doses to avoid overloading communication and loosing impact. It emphasizes specific and important subjects.
• The expert is a well-informed audience with technical knowledge. It tends to disregard form and focus on substance, on product specifics. Vulgarization isn’t necessary for this audience.
• Commercially interested audience, but not necessarily expert. Communicating with this audience often requires additional information. Vulgarization may be needed.
• Communication aimed at this audience is broad. Its messages are simple and accessible to all. The main objective is to maintain and/or increase brand awareness.
• In a nutshell the “Corporate” universe is an extension of the Debiopharm" brand fundamentals. Tools presented in this section are intended to communicate about the company, its collaborators, and its actions.
• It’s the most uniform and linear universe when it comes to its· application. This continuity is necessary to estab­lish a solid base on which to build a coherent and professional brand image.
• The “Awareness” universe focuses on a particular subject of the Debiopharm" universe. Whether it’s a pathology, product, event, these tools extend the capa­bilities of the “Corporate” universe and provide a more specific representation of the given subject.
• The “Awareness” universe extension complies with the rules of the two previous sections and its fundamental application remains coherent with the brand universe.
• As with “Awareness” the function of “Emphasis” is to emphasize on a subject. more often an event. acting as an external element to the brand universe.
• Among the fundamentals of the brand [color. typog­raphy, illustration), a campaign around an event treated in “Emphasis” mode, will be able to ignore one or more rules to distinguish itself from regular Debiopharm™ content.

Brand Values

• We develop tomorrow’s standard of care to cure cancer and infectious diseases and to improve patient quality of life.
• ADAPTABILITY We are flexible, agile, and responsive to the external environment.
• PASSION We are driven by our mission.
• COMMITMENT We are accountable, united, and we prioritize collective interests.
• CREATIVITY We innovate to make a difference in our field.
• ETHICS We always behave with fairness and integrity.
• EFFICIENCY We optimize our resources to ensure maximum impact.

Visual Style

• Logos should be considered as images. None of their constituent elements can be modified.
• The Debiopharm™ logo consists of three elements: • Its symbol, brand identification • Its registration “Debiopharm™” • Its tagline “We develop for patients”
• In most cases, the logo has these three elements, however for better reading with smaller formats it’s possible to use the logo without tagline.
• Monochromatic use of the logo is possible in white or black. Choice will depend on the best contrast with background.
• For maximal brand impact it’s important to keep an exclusion area around the logo, corresponding to a minimum of half the height (Y) of the symbol. There should be no graphic elements in the exclusion area.
• When possible, the width is doubled to correspond to the height of the symbol (Y), increasing brand impact.
• Our logo is a brand to be displayed in a uniform manner on all our materials. To preserve its integrity, please avoid modifications that would impact the brand negatively.
• Never outline or shadow logo and never reduce opacity.
• Never tilt logo.
• Never change logo colors.
• Never distort logo.
• Never change size/space ratio between brand and symbol.
• Brand readability must be excellent in all circumstances.
• The identity of Debiopharm™ is set in a red chromatic universe. That shade expresses the “swissness” of the company and its dynamic DNA focused on innovation.
• Red structures the entire visual communication of the group with black and complementary shades.
• MAIN RED CMYK 0 100 100 0 RGB 227 0 15 HEX #E3000F
• DARK RED CMYK 0 100 100 40 RGB 199 37 60 HEX #C7253C
• TEXT/CONTRAST CMYK 0 0 0 100 RGB 0 0 0 HEX #000000
• The Debiopharm™ identity is structured around two fonts.
• TITILLIUM A contrast font used for titles, highlights, and quotes. It’s used to emphasize content in comparison to normal text.
• SIMPLON NORM A content font used mainly for normal text.
• Here is an example of applied typography. Although it’s possible for styles to vary in size, it’s important that texts have clear and distinct hierarchy levels.
• We recommend standardizing typographic composition by limiting the number of styles used.
• Iconography embellishes content and structures and helps understand meaning.
• Icons are mono-or dichromatic using mainly black with a touch of red. Their style is minimalist with lines and round edges. It’s possible to fill-in certain parts for visual purposes.
• Icons are always inside circles. Transparent back­grounds with either a light grey outline or white outline on light background. If the background is dark or lacks contrast the icon will be in a circle with white back­ground and without outline.
• Icons are also protected by copyrights, it’s not possible to used icons found on the internet without checking if copyrights are respected.
• It’s not authorized to use icons found on the internet without adapting them to visual styles of the Debiopharm™ brand.
• The circle is central to Debiopharm" communication and part of its identity. It must appear in most of the communication and serves as the ideal graphic support for taglines and titles.
• The circle is used in its original red color [main] with a light red dot (M:65 Y: 45].
• Taglines are always in lower case. and font varies between Titillium Thin and Regular.
• The background texture is a combination of round shapes representing research and innovation.
• It is used as a background for documents, to embellish cover and back pages, inside title pages or to provide structure to the documents.
• The photo of the group expresses peacefulness and strength of character. It communicates the diligent search for solutions, that mirror its historical attach­ment to the Lake Geneva area.
• This picture is the main visual used to represent Debiopharm" in all communication. It embellishes brochure and PowerPoint presentations.
• The purpose of diagrams is to express certain complex aspects of society in a simpler manner. They allow for a lot of blank space and prevent excess of different information.

Iconography

• Iconography embellishes content and structures and helps understand meaning.
• Icons are mono-or dichromatic using mainly black with a touch of red. Their style is minimalist with lines and round edges. It’s possible to fill-in certain parts for visual purposes.
• Icons are always inside circles. Transparent back­grounds with either a light grey outline or white outline on light background. If the background is dark or lacks contrast the icon will be in a circle with white back­ground and without outline.
• Icons are also protected by copyrights, it’s not possible to used icons found on the internet without checking if copyrights are respected.
• It’s not authorized to use icons found on the internet without adapting them to visual styles of the Debiopharm™ brand.

Layout And Composition

• Logos should be considered as images. None of their constituent elements can be modified.
• In most cases, the logo has these three elements, however for better reading with smaller formats it’s possible to use the logo without tagline.
• Monochromatic use of the logo is possible in white or black. Choice will depend on the best contrast with background.
• For maximal brand impact it’s important to keep an exclusion area around the logo, corresponding to a minimum of half the height (Y) of the symbol. There should be no graphic elements in the exclusion area.
• When possible, the width is doubled to correspond to the height of the symbol (Y), increasing brand impact.
• Never outline or shadow logo and never reduce opacity.
• Never tilt logo.
• Never change logo colors.
• Never distort logo.
• Never change size/space ratio between brand and symbol.
• Brand readability must be excellent in all circumstances.
• PowerPoint presentations must be based on templates developed for each entity. Graphic codes differ from the guideline for reasons of version compatibility with operating systems.
• Lists are only used when it’s necessary (content) Style: red bullet points, identical height in the text ●
• • no text underlining • no colors for content (only titles in red) • highlighting = bold
• ARIAL REGULAR & BOLD, 8 PT LEFT ALIGNMENT OR CENTER
• LEFT ALIGNMENT
• RGB 95 95 95
• RGB 255 255 255
• CONTINUOUS, 0.5 PT
• RGB 150 150 150
• Use of a minimum of texts and content. Only highlight using bold [no colors or red letters] or by working on the structure and red blocs. Content is expressed by the narrator, not the support: slides are only a support for the message.
• Company medical posters must be based on structures of existing PowerPoint templates. Available formats for posters are: • Landscape: 170x90mm or 230x100mm • Portrait: 90x170mm or 11x230mm
• Please observe PowerPoint codes in diagrams and basic structure with regards to: • Banner on top edge of document • Title in capital letters on top left • Debiopharm" logo on top right. Partner to be added on the right of group logo. • Debiopharm conclusion capsule on bottom right • PowerPoint color codes • Two [portrait] or four [landscape] column structures

Paper Type

• Printing paper used to communicate the Debiopharm™ identity needs to meet certain criteria, to provide graphically coherent communication.
• • Type of paper: Offset (uncoated)
• • Recommendation: PlanoArt (Papyrus), Z-Offset (Fischer Paper)
• • Envelope: 100 g/m2
• • Letter A4: 90g/m2
• • Compliment card: 300 g/m2
• • Business card: 300 g/m2
• For promotional documents (company brochure) we recommend using PlanoArt of Papyrus with a weight of at least 300g/m2 .
• For flyers a lower weight is possible (ex. 200 g/m2).

Videos

• Presentation videos are an extension of the corporate photos.
• The person needs to be at ease and natural. To distin­guish the subject from the background it’s important to carefully select the color of their clothes.
• The subject needs to be in the center of the picture and looking at the lens. The framing is at chest height with eyes on the horizontal line of the upper third. This type of framing allows for a double export: square format [1:1]. more adapted to social media. and standard (16:9), for more standard video sharing formats [Vimeo. YouTube.J. The video must be stable and of good quality.
• The environment must be silent. with no background noise. Any pause or mispronunciation must be cut during editing.
• Looking at interviewer
• Busy background
• Avoid hands on knees in seated position
• Motion Design: TITLE & QUESTIONS
• LOWER THIRD
• SUBTITLES
• SIGNATURE

Newsletter

• The newsletter usually has illustrations that follow prin­ciples indicated in the dedicated chapter (page 28).
• It can be completed with other content [photos for example).

Powerpoint

• PowerPoint presentations must be based on templates developed for each entity. Graphic codes differ from the guideline for reasons of version compatibility with operating systems.
• PowerPoint color codes are a bit different from other codes.
• Visual elements RGB 95 95 149 HEX #5F5F5F
• RGB 210 0 149 HEX #D200000
• PowerPoint fonts differ from guidelines for compatibility reasons.
• Chapter title [Arial Regular & Bold, 17 pt]
• Slide title [Arial Bold, 21 pt]
• Content title [Arial Bold, 22 pt]
• Content title [Arial Bold, 12 pt]
• Standard text [Arial Regular & Bold, 16 pt]
• Standard text [Arial Regular & Bold, 10 pt]
• Lists are only used when it’s necessary (content)
• Style: red bullet points, identical height in the text ●
• no text underlining
• no colors for content (only titles in red)
• highlighting = bold
• ARIAL REGULAR & BOLD, 8 PT LEFT ALIGNMENT OR CENTER
• RGB 95 95 95
• ARIAL BOLD, 8PT
• LEFT ALIGNMENT
• RGB 255 255 255
• CONTINUOUS, 0.5 PT
• RGB 150 150 150
• Use of a minimum of texts and content.
• Only highlight using bold [no colors or red letters] or by working on the structure and red blocs.
• Content is expressed by the narrator. not the support: slides are only a support for the message.
• Please mention copyrights of photos when you use any.
• Please respect copyright by using only photos for which rights have been paid or by authorizing free use of images.
• Thanks to the basic palette presented on page 31, it’s possible to isolate each element in a graph and bring visual richness. whilst maintaining brand coherence.
• Please use slides created specifically for the companies: • Debiopharm Group • Debiopharm Innovation Fund SA • Debiopharm International SA • Debiopharm Investment SA • Debiopharm Research & Manufacturing SA With your contact details.

Posters

• Company medical posters must be based on structures of existing PowerPoint templates. Available formats for posters are: • Landscape: 170x90mm or 230x100mm • Portrait: 90x170mm or 11x230mm
• Please observe PowerPoint codes in diagrams and basic structure with regards to: • Banner on top edge of document • Title in capital letters on top left • Debiopharm" logo on top right. Partner to be added on the right of group logo. • Debiopharm conclusion capsule on bottom right • PowerPoint color codes • Two [portrait] or four [landscape] column structures

Booth

• The design of infographic elements for Debiopharm" booths must comply with indications listed on previous pages. Furniture choice is left to the discretion of specialists, provided colors and shapes are in line with the rest of the graphic wrapping.

Additional Properties