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The following section answers several of the most frequently asked
questions related to Lilly branding standards. Click on a question
to view the answers.
1. We would like to create a logo for our functional group. What
guidelines do we need to follow?
While products have individual logos, other corporate components
should not have their own logo. A group can create a clear identity
through imagery and language instead. Good examples of the use of
imagery and language to “brand” a functional group are
HR Recruiting (use of image of people cropped to emphasize the
eyes)
and Lilly Marketing Institute (use of language and images that relate
to the theme, “planting seeds of knowledge”). In both
cases, the core elements are consistent with the corporate branding
guidelines, the only logo used is the Lilly signature, and yet they
have created easily distinguishable material.
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2. We are sponsors for a local organization and want to supply
them with our logo. Are there any standards that need to be followed?
Guidelines for use of the corporate brand in sponsorship opportunities
can be
found here.
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3. What is the difference between standards and guidelines?
Standards are required elements that should be incorporated in all
our communications; guidelines are general parameters for application
of the brand signature.
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4. Is it all right to use clip art in our presentation?
All images used in communication materials should follow the standards
for imagery. The toolkit contains information about licensing and
copyright information and external sources for imagery.
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5. Do we have to select colors from the palette for all our materials,
even if they’re for internal use only?
Yes, all materials should be consistent with the corporate branding
standards.
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6. We are collaborating with another company on a project. Can
the collaborating partner use our logo on materials?
Direction for use of our signature in collaborations can be found
here.
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7. I don’t have DIN or Celeste fonts on my computer. Can
I just use Times New Roman?
If the materials you are working on are for internal use, you can
use either Times New Roman or Ariel fonts. Any materials prepared
professionally (not on your desktop) for external use will need to
be produced in DIN or Celeste typography. These branded fonts are
available for employees along with information on how to download
them directly to their computers.
External vendors who do business for Lilly components should contact the Font Shop at http://www.fontshop.com for information on obtaining licenses for the fonts.
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