Elements of our identity are as follows: color palette, typography, rule lines, imagery, signature (logo), and voice. Please select “standards” for detail about each element, and “guidelines” for direction on how to use the corporate brand.

Standards  –- We create impressions about our brand through both visual and verbal expression. Our standards provide direction on the appropriate use of Lilly visual branding elements, such as our Brand Line Signature, color palette, typography, grid layout and imagery. They also offer guidance on written and spoken communications (voice). Because it's not just what we say that's important. It's how we say it. These standards have been developed so that you can easily create materials that are consistent with the Lilly brand image.

Guidelines – The corporate brand is not only used alone. It is also used in combination with product brands, corporate components, partner companies, and sponsorships. The attached collection of guidelines help provide direction. Please access the application section for guidance to help you use the corporate brand in each of these various scenarios. For general formatting direction for the tools we use frequently – letterhead, mailing labels, envelopes, and business cards – access the formatting section.

Best Practices – Best Practices are actual examples of communications that comply with our Identity Standards and present our brand positively. Included with the examples is a helpful checklist of key features that should be addressed when producing communications. A blank checklist is also provided for you to use as a handy reference to ensure new materials are consistent with our guidelines.