Corporate identity

Design guide manual

for literature
Introduction
Welcome to the Actavis corporate identity The identity is not, however, intended to be
manual (CIM). a straitjacket. Its role is to help you produce
communications materials that will be visible
There are exciting times ahead of us and new reminders of the corporate culture and corporate
opportunities for growth and development reputation of Actavis. To achieve this, the basic
continue to emerge. It is, therefore, vital that our rules need to be understood and must be kept.
customers recognise the full spectrum of our
services and what we stand for. This manual is primarily designed for those
companies that carry the Actavis name, but it also
To achieve this we renamed the group and contains guidelines for those retaining their own
introduced a new corporate identity in May branding for the time being. Your assistance in
2004. The new name builds a more distinctive, the following ways is appreciated:
consistent and dynamic profile across all markets,
reflects the development of our brand and – ensure that everyone in your business,
positions us now and for the future. particularly those who are responsible for
communications and marketing materials, is
Actavis is a company that creates value in aware of and understands the need for the new
pharmaceuticals for all its principal stakeholders: identity
– give your designers and printers a copy of the
– for customers we strive to provide the best manual
products, at an affordable price and ahead of – check all communications materials (including
the competition stationery) to ensure that it complies with the
– for investors we add value through organic guidelines, and that quality and content uphold
growth, strategic acquisitions, product the Group’s reputation.
innovation and the speed with which we reach
the market If you need to produce something that is not
– for employees we provide dynamic working covered in this manual, there is a list of people
environments, good terms of employment who can help you (Section R, Contacts). It is their
and opportunities for personal and job to maintain the quality and consistency of
professional growth. communications and they will be pleased to
help you.
It is important that this philosophy is evident in
everything we produce and everything we do. The collective dedication and professionalism
of our companies has made this Group what it
Prospective customers are likely to gain their is today. We are now moving forward with our
first impression of the Group from our website, ambition united under a strong identity.
from a piece of printed material – a business
card, letterhead, brochure, advertisement – or Thank you
from speaking to a receptionist at one of our
offices. Each of these contacts must present a
businesslike, high quality and consistent image.

Consistency is particularly important, which

Robert Wessman
is why we have invested in creating a new
Group Chief Executive
corporate identity. This is the foundation stone
of our image – it is the face and “tone of voice” we
present to the world.
Contents
The name
Editorial guidelines A

The logotype B

Stationery C

Signage and flags D

Uniforms E

Presentations F

Promotions G

Literature H

Photography J

Website and extranet K

Packaging L

Advertising M

Other media N

Typefaces and colour swatches P

Glossary and index Q

Contacts R
The name
Actavis was chosen with great care. It is a
combination of two Latin words: Acta, which
means action; and vis, which means strength.

The new name accurately represents a company

which is vital, ambitious, speedy, decisive,
innovative, pro-active, reliable, modern and
international.

It is important that you always pronounce it

properly. It is Actavis, with the emphasis on the
first syllable, never Actaavis, or Actayvis.

Section A1: the name

Editorial guidelines
The following guidelines are for English text.
They should be followed as closely as possible
when setting text in local languages, but you
should conform to local conventions where
necessary.
1 Spelling
Use UK, not US spelling: amortisation not
amortization; organisation not organization;
colour not color, traveller not traveler. The
exception is in the spelling of company names
or places: Travelers Insurance, for instance, is the
registered name of the company and must be
spelt that way.
2 Capitalisation
When referring to Actavis in body copy, spell
it with a capital A. When referring to it as
the company or the group, always capitalise
Company or Group.
Proper nouns are capitalised, generic nouns
begin with lower case. For example: Mr XX is
Director of Marketing at Pharmaco; but Mr XX is
a non-executive director of a number of
companies. When referring to the board of
directors, capitalise the Board.
Capitalise the first letter only of headings, unless
the heading contains proper nouns. For example,
Chairman’s statement, Notes to the accounts, but
Report by the Chief Executive. Headings may
be set in capitals, for example, CHAIRMAN’S
STATEMENT.
3 Dates
Set dates 1 January 2004, not January 1, 2004 or
1st January 2004.
4 Punctuation
Minimise punctuation, for example: Mr A J Smith,
not Mr. A. J. Smith; US and UK, not U.S. and U.K.
Use commas or double word spaces where
necessary to add clarity, particularly in addresses.
The convention of where to position the street or
building number varies from country to country
and addresses need to be clearly understood.
Holborn Gate 26 Southampton Buildings is
not clear; it could be
Holborn Gate 26, Southampton Buildings or
Holborn Gate, 26 Southampton Buildings.
Type it or typeset it as
Holborn Gate, 26 Southampton Buildings or as
Holborn Gate 26 Southampton Buildings;
alternatively, use another device (such as that
on the Actavis letterheading) to separate the
elements in the address.
4.1 Quotation marks. Use double quotes, not
single. Single quotes can create a “false end” to
a quotation, for example: ‘The company’s results
are...’ where, “The company’s results are...” is
unambiguous.
4.2 Brackets. If a complete sentence is contained
in a bracket, the full point is also inside the
bracket, for example: (This style guide is very
useful.) If the matter inside the bracket is not a
complete sentence, the full point goes outside
the bracket, for example: This style guide is
informative (and also very useful).
4.3 Dashes. Use en dashes (longer than a
hyphen) to make breaks in copy. For example:
“The company’s results – reported on 26 March
– were...”; not “The company’s results - reported
on 26 March - were...”
4.4 Apostrophes. Do not use apostrophes in
plurals. For example: “in the 1970s “, not “in
the 1970’s “; “we buy and sell videos “, not “we
buy and sell video’s “. Do use apostrophes in
possessives: “the company’s results were... “, not
“the companys results were... “
5 Currency
When spelling out the names of currency in text,
use dollar, sterling, icelandic krona, not Dollar,
Sterling, etc. As a general rule, refer to US$ (not
USD), ISK, etc.
The denomination of the currency precedes the
figure: EUR30 million, ISK30 million, not
30 million EUR, 30 million ISK. Do not set a word
space between the denomination of the currency
and the figure, example: EUR30 million, not
EUR 30 million.
6 Percentages
15%, not 15 per cent or 15 percent.
7 Figures
Spell out all numbers up to and including ten,
all numbers from 11 up are set in figures. The
exceptions are: percentages are always in figures
(1%); page numbers are always in figures (page
4); currency is always in figures (US$1).
8 Abbreviations
Abbreviate weights and distances. Use km, sq km,
kg, g, not Km, Sq Km, Kg, G, or km., sq. km., etc.
Do not punctuate after common abbreviations,
such as St for Saint (St Petersburg, St James’s).
Punctuate companies’ registered names in the
way they have been registered. US companies
are usually, for example, Actavis Inc., with a full
point after the Inc. Once the company name has
been established in the text and it is clear which
company is being referred to, it is not necessary
to repeat its full name.
9 Country/city names
Use the conventional English spelling, for
example: Denmark, not Danmark; Florence not
Firenze.
Ensure that country names are correct and
include the indefinite article when it is part of
the name, for example: The Netherlands, not
Netherlands or Holland.
10 Hyphens
Use hyphens in:
– fractions, such as two-thirds, four-fifths
– in words that begin with prefixes, for example:
non-executive, not non executive; anti-trust,
not anti trust
– in words where it aids pronunciation, for
example: co-operative, not cooperative;
co-educational, not coeducational
– to avoid ambiguity: a “little used car” could
be a car which is used rarely, or could be a car
which is small and used; a little-used car
makes the sense clear
– adjectives formed from two or more words,
Section A2: editorial guidelines
example: year-end results (but results at the
year end); little-known fact (but a fact that is
little known)
– nouns formed from prepositional verbs:
build-up, round-up
– the quarters of the compass: north-east,
north-west
11 Alphabets
Use the English alphabet, particularly on the
website.
The logotype
The most important element of the Actavis
corporate identity is the logotype.
Every piece of communication which goes
out from an Actavis Group office markets the
company. The logotype identifies the company;
it must always be prominent and must always be
used in the way set out in this manual.
The logotype is actually a symbol and a
namestyle which, together, we call the logotype.
The two elements form a single entity and the
namestyle must never be used without the
symbol.
1 The logotype when used as a single unit must
never be changed.
When the logotype is used as a single unit, the
relationship of the symbol to the logotype must
not be altered in any way.
The symbol, or sections of it, may be used as a
background for PowerPoint presentations, flags,
folder covers, etc. Examples of how to do so are
shown on dividers C to R of this manual. It may
also be used as an identifier on products.
Do not reproduce the logotype in outline,
shadow, or in any other decorative way.
2 The logotype must never be typeset.
Do not attempt to typeset the logotype. It is
based on an existing typeface, but has been
adapted and redrawn to make it individual to
Actavis. Always use the artwork provided which
you will find in the download centre on the
extranet, see Section K.
Do not make copies of the logotype from
previously printed examples or from the website.
3 Do not attempt to match the typeface of the
logotype for headlines or any other purpose.
There are examples of typefaces which may be
used for headlines and body copy in Section P of
this manual.
4 Do not use the namestyle as a background for
slides, web pages or printed matter.
5 Do not use the namestyle alone.
It must always be accompanied by the symbol.
6 Do not enclose the logotype in a box or in any
other shape.
If you want to use it on a coloured or patterned
background, reverse it out white.
7 Do not dissect the logotype in any way.
It must not be divided into sections, horizontally
or vertically.
The logotype: tag line
For many applications, such as stationery,
literature and advertising, the logotype is
accompanied by a tag line, “creating value in
pharmaceuticals”.
1 The tag line must always appear in the same
size and position.
2 Do not attempt to typeset the tag line.
You will find artwork for the logotype combined
with the tagline in the download centre.
3 Do not use the tag line on exterior signs or
flags.
4 The tag line is set in English.
If this is inappropriate for a particular use, refer to
the Corporate Communications department, see
section R.
The logotype: colour
Colour is an important element in the new
corporate identity. The logotype and tag line may
be used only in the following configurations.
1 The logotype in orange PMS 718, the tag line
in grey PMS 425.
To reproduce PMS 718 in four-colour process, use
70 magenta, 100 yellow, 10 black; to reproduce
PMS 425 in four colour process, use 70 black.
Always match to the colour swatches in section P
in the printed version of this manual or those in a
Pantone swatch book.
To reproduce the colours in RGB (for PowerPoint
and web applications) use, R223, G82, B2, for the
orange; R76, G77, B79, for the grey. Note: these
Section B1: the logotype
percentages are guides only because all screens
vary; match the Pantone colours as closely as
possible.
2 Never reproduce the logotype and tag line in
orange only.
3 Reversed out logotypes.
When using the logotype on a coloured
background or over a coloured image, reverse
both the logotype and tag line white out.
4 There will be some occasions, such as on press
ads, when it will not be possible to print the
logotype in colour.
In these instances print the logotype and the tag
line in black. Do not attempt to print the tag line
in a tint of black to emulate the grey.
5 Using the Actavis orange as a solid
background.
The Actavis orange may be used as a solid colour
on, for example, inner and outer covers.
6 Using the Actavis grey as a solid background.
The Actavis grey may be used as a solid colour on,
for example, inner and outer covers.
7 There are metallic versions of the orange and
the grey.
The orange is PMS 8922; the grey is PMS 8403.
Both may be used as solid backgrounds.
The logotype: size
When specifying logotype sizes, measure from
the top of the symbol to the base of the x-height
of the namestyle, as shown on the right.

The logotype must never be used smaller than

14mm deep, which is the size for business cards.
On letterheads and other stationery, it must be
20mm deep; on brochure and folder covers it
must be a minimum of 20mm deep, but no larger
than 40mm deep.

There are two versions of the logotype in the

download centre: logotype A is for use at 20mm
deep and over, logotype B is for use below
20mm. Ensure that you always use the right

Section B2: the logotype, size

version.

If you use logotype A for small applications, the

spaces between the letters will fill in; if you use
logotype B for large applications, the spaces
between the letters will be too large.

20mm

Logotype A

14mm

Logotype B
Stationery: letterheads
Companies which carry the Actavis name
Stationery is the most basic of the Group’s
marketing materials. It is seen by every customer
and most potential customers and is a visual
reminder of the Group’s corporate culture. It is
important that it is consistent, well printed and
underlines the Group’s quality philosophy.
Individual business units’ requirements vary, as do
the legal requirements from country to country.
Convention also varies. In some European
countries, for example, the recipient’s address
is typed top right of the letterhead, rather than
top left. US stationery is a different size from that
used elsewhere in the world.
The stationery was designed to accommodate
these variations and to ensure that it projects a
consistent image.
1 The logotype must be positioned top left.
The logotype must be exactly 20mm deep
on letterheads. The critical measurements for
positioning are from the top and from the left
edge of the paper.
2 The size and position of the logotype must
not vary.
It must be exactly 20mm deep. Use logotype A
artwork.
3 Addresses.
The business unit’s registered name (for example:
Actavis hf ), address, telephone and fax numbers,
email and web addresses, are set at the foot of
the letterhead, with the longest line 9mm from
the right-hand edge.
4 The typeface of the subsidiary information
must not vary in size, weight or position.
5 Additional information.
Any additional information is set at the foot of
the letterheading as detailed on the overlay. The
critical measurement is the distance between the
foot of the x-height of the last line of type and
the foot of the paper. (See the grid overlay for
exact position.)
6 Colour must not vary.
The logotype must be printed in PMS 718. The
tag line in PMS 425.
7 Do not introduce subsidiary elements.
Do not add boxes, rules or any other devices.
8 Punctuation.
Do not use punctuation at line ends. Do not use
full points after initials or in company names
unless it is part of the registered style of the
company (see Punctuation on page A2). Always
conform, however, to the grammatical style of
the business unit’s home country.
9 Variations
9.1 Continuation paper. This should be printed
with the logotype only, in the same size, colour
and position as on the headed paper. Plain paper
may be used for continuation paper.
9.2 Letterheads produced from a PC. Use paper
which has been pre-printed with the logotype.
A template for the rest of the information is in the
download section.
9.3 Press release and information paper.
Use the paper which has been designed for
this purpose, rather than normal letterheading.
Examples are shown on page C5.
9.4 Fax headers. Templates are provided in the
download centre of the extranet. An example is
shown on page C12.
9.5 Continuous stationery. Some companies use
continuous stationery for invoices. Artwork for
producing these with the new corporate identity
is in the download centre on the extranet.
10 Typeface.
The typeface used for the subsidiary information
on stationery is Myriad Pro. This has been chosen
because it is available in Cyrillic fonts as well as in
western European fonts. To obtain it go to
www.adobe.com; select products/print publishing;
scroll down to Design and layout; under the
heading products select Adobe type library; go
to Select by classification; select Adobe Originals
or Cyrillic. Under these headings you will find
Myriad Pro.
Each of your suppliers will be responsible for
complying with Adobe’s terms and conditions
and for buying the typeface.
11 PC typeface for letters and emails.
There must be a consistent look to letters, emails
and other communications which are originated
on PCs.
To achieve this, use 12pt Trebuchet, which is
available on all systems, and use exactly 15pt line
spacing.
Companies which retain their own name
Three of the Actavis Group companies, Fako,
Medis and Zdravlje, will continue to use their
existing trading names. Because Medis is our
third-party sales business, it will not acknowledge
membership of Actavis. Fako and Zdravlje will
retain their existing stationery style but will add
an acknowledgement of membership of the
Group.
The acknowledgement should be set in 9pt
Myriad Pro. Positioning guidelines are shown on
pages C6 and C7.
Email and web addresses
Section C1: letterheads
1 Email and web addresses will be consistent
throughout the group.
1.1 Email. These will all be configured as follows.
Names will be initial and last name in lower case,
example: ksverrisson; ehjaltadottir, etc, followed
by @actavis.is, @actavis.bg, as relevant (example:
fattard@actavis.com.mt). On letterheads, use
actavis@actavis.is, actavis@actavis.dk, etc .
1.2 Web. All business units will eventually have
their own websites, example: www.actavis.is,
actavis.bg, etc. The Actavis Group will use the
domain www.actavis.com.
Paper stock
Letterheads, continuation paper, press release
paper and compliment slips should be printed
on 90gsm Claire Fontaine, manufactured by
Clairefontaine.
 15mm
15mm

20mm

7/8 pt Myriad Pro bold italic, -2 tracking 9mm

7/8 pt Myriad Pro regular, -2 tracking

15mm

Section C2: overlay for letterheads

Section C3: letterhead
Section C4: letterhead with additional information
 Section C5: continuation paper; press release paper
Press release

22pt Myriad pro italic, -2 tracking

A4 Continauation paper

A4 Press release paper

 Actavis company

9 pt Myriad Pro italic

7mm

4mm

Section C6: Zdravlje stationery with acknowledgement of Group membership

7 mm

4 mm

9 pt Myriad Pro italic An Actavis company

15 mm

Section C7: Fako stationery with acknowledgement of Group membership

 7mm

18mm

14mm

22mm
7mm

24pt 13mm

9/10pt Myriad Pro bold, -2 tracking

6/8pt Myriad Pro italic, -2 tracking
41mm

19mm

6/8pt Myriad Pro roman, -2 tracking

6pt Myriad Pro bold italic, -2 tracking

Section C8: overlay for business cards

Business cards

As in all applications, these should be visually

consistent throughout the Group.

The logotype and subsidiary information must

be positioned as shown on the examples.
Use the transparent grid overlay to check
artwork.

1 Critical measurements are from the top and

bottom of the card.
The design is, therefore, easily adapted to US sizes.

2 The logotype must be exactly 14mm deep.

Use logotype B artwork.

Section C9: business cards

3 Telephone and mobile telephone numbers.
If the bearer of the card has a direct telephone
number, this should be shown, as should his/her
mobile telephone number.

4 Dual-language cards.
If cards are required in English and the local
language, print English on one side of the card,
the local language on the other.

4.1 Alphabets. The English side of a dual-

language card should use the English alphabet.

5 Single-language cards.
These carry the Actavis logo on the back, as
shown.

Board stock

Business cards should be printed on 300gsm

bright white plain board. Where it is available use
300gsm Ziegler Offset, manufactured by Ziegler.
Compliment slips
Compliment slips are used in some countries
and are a simple and economical way of
identifying the sender of material.

1 Size.
They should be one-third of the size of a standard
letterhead: 99mmx210mm.

2 Layout.
The top of the slip should be exactly the same as
the top of the letterhead.

3 It is not necessary to show legal information.

Section C10: compliment slips

24mm

9mm

15 pt Myriad Pro italic, -2 tracking

15mm 15mm
Fax messages
The style of fax messages should be consistent
throughout the Group.
1 They should be printed out direct from PCs.
A template is available in the download centre on
the extranet. An example is on page C12.
2 Insert your telephone number where the
template shows +000 00000.
Invoices
The way invoices are produced varies from unit
to unit.
Examples of two different invoices are shown on
pages C13 and C14.
Invoices have been individually designed to
ensure that they conform with the Group
corporate identity without needing to reformat
accounting systems.
Section C11: fax messages and invoices
Section C12: fax heading
Section C13: invoice
Section C14: invoice
Envelopes
Standard design envelopes should be
used throughout the Group.

They will be provided through

the Corporate Communications
department.

They will be printed with the logotype

and on the flap. If you wish to include
your address on the envelope, overprint
it locally in the typeface and colour
specified.

Envelopes are available in four sizes:

112x223mm (M65); 162x229mm (C5);
229x324mm (C4); 250x350mm (B4).

Section C15: envelopes

They are all peel-and-seal and can all
be supplied with windows.

Supplies can be re-ordered on the

extranet.

6 pt Myriad Pro regular, -2 tracking

B4 250x350mm shown at 60%

C4 229x324mm has similar proportions but is smaller
 6 pt Myriad Pro regular, -2 tracking

M65 112x223mm shown at 60%

Section C16: envelopes

6 pt Myriad Pro regular, -2 tracking

C5 162x229mm shown at 60%

Window envelopes
Window envelopes are extremely functional:
they make it impossible to send someone the
wrong letter.

6 pt Myriad Pro regular, -2 tracking

Section C17: window envelopes

M65 112x223mm shown at 60%

6 pt Myriad Pro regular, -2 tracking

C5 162x229mm shown at 50%

External signs
It is not possible to give definitive instructions
for signs since each building and office is
different.
Signs may also be restricted by property owners
or local planning departments. Certain general
guidelines should, however, be followed.
Examples are shown on the following pages.
1 Always show the entire logotype.
If the available space is too shallow to allow this,
please contact the Corporate Communications
department for guidance.
2 Never include the tag line on external signs.
3 Do not enclose the logotype in a box or add
any other elements, such as rules.
If any other element, such as a street number,
needs to be added, please refer to the Corporate
Communications department.
4 Colour.
Signs with a white or silver-colour background
should carry a colored logotype. Signs with
an orange background should carry a white
logotype.
5 Do not use any other background colours.
6 Wherever possible, maintain the proportion of
the logotype to the overall sign.
6 Cut-out signs.
See examples on page D3. Some locations have
cut-out signs on their buildings. If these are
made, it is imperative that the manufacturer
maintains the correct proportions and spacing of
the logotype.
Internal signs Flags
1 Internal signs. An Actavis flag is available, in two sizes, from
For internal signs such as in reception areas, the Corporate Communications department.
the logotype may be printed to match PMS 718
on perspex or transparent adhesive material, 1 Flags should always be horizontal format.
provided the sign is attached to a white wall. Do
not use a transparent sign on a coloured wall. 2 Flags must be replaced as soon as the colour
fades or the edges fray.
2 Signs on glass.
If the logotype needs to appear on a window
or glass partition, etch it into the glass or use
adhesive vinyl film to achieve a sand-blasted
effect; do not attempt to colour the logotype.
3 Keep the style of signage consistent
throughout an office and/or building.
Section D1: signage and flags
Internal directional signs should be white out
of an orange background, to match PMS 718.
Use Myriad Pro italic for the typeface. (See
examples on the following pages and Section P
for typefaces.)
 1A 1A

1A

1.5A 4A

1.5 A

Section D2: external signs and flags

1A
4.6 A
1A Layout for flags

1A
1.5A

1.5 A

4.6 A

Layout for external signs

Section D3: external signs and flags
 Section D4: internal signs
1.5 A 1.5 A

Administration Manager Myriad Pro semibold italic

Uniforms
Employees in our manufacturing units wear
protective clothing.
These carry an Actavis “badge”. Artwork for
producing these is in download centre on the
extranet. Use artwork B.

Section E1: uniforms

50 mm

1A

1A

5A
Presentations
Presentations should be produced to a
consistent format.
This will not only create a common Actavis
image, but will also enable standard slides, which
are in the download centre, to be incorporated as
appropriate.

1 PowerPoint presentations should be set in

Trebuchet.
This is available on all systems.

2 Use the templates provided in the

download centre.
Click on the relevant field and insert your text.

3 Use the Group colours.

Section F1: presentations

Do not introduce extra colours, other than to
make charts and diagrams clearer.

4 Introductory slide.
This should match to PMS 718 (R223, G82, B2) for
the orange and PMS 425 R76, G77, B79, for the
grey.

It should incorporate the symbol element and

the type should be white out.

5 Subsequent slides.
These carry a band of orange across the top
of the slide with an Actavis logo in the top left
corner. The title of the presentation is repeated in
the band, ranged right.

5.1 The first line of type in subsequent slides

should be ranged with the “a” in the Actavis logo.

6 Slides should be used as a prompt for the

speaker to talk to.
Too much information results in the audience
reading the slide rather than listening to the
speaker.

It also results in the type being too small and

unreadable.
36pt Trebuchet MS bold

Section F2: presentations

36pt Trebuchet MS bold
36pt Trebuchet MS bold

Section F3: presentations

36pt Trebuchet MS bold
Promotions
There are occasions when it is appropriate to
give customers promotional gifts.
Items such as pens, pencils, post-it notes and
mugs are likely to stay on their desks and keep
the Group’s name in front of them.

When Actavis sponsors events, it is good

marketing to give promotional items, such as
T-shirts, baseball caps or backpacks to people
who attend.
Backpack

Section G1: baseball caps, backpacks and T-shirts

Examples of promotional items are shown
on this and the following page. If you would
like to produce an item which is not shown,
please contact the Corporate Communications
department for advice.
80 mm

T-shirt

Baseball cap

60 mm

80 mm
 50 mm

80 mm

5 mm 5 mm

Section G2: keyholders, pens and mugs

Mugs

20 mm 50 mm

Keyholder

Pens

22 mm
Typefaces
Each of the typefaces has been chosen because it
is readable and is available in western European
and Cyrillic fonts. To download any of the faces
go to www.adobe.com; select products/print
publishing; scroll down to Design and layout;
under the heading products select Adobe type
library; go to Select by classification; select Adobe
Originals or Cyrillic. Under this heading you will
find Myriad Pro, Helvetica Neue and Minion
Pro. Do not use typefaces which are not on the
approved list.
Each of your suppliers will be responsible for
complying with Adobe’s terms and conditions
and for buying the typefaces.
1 The typeface used on stationery cannot be
changed. Myriad Pro has been chosen and must
not be varied.
2 There are two other families of typefaces
which you may choose to use for literature.
3 Two of the three approved typefaces are
sans serif.
Each has a different character.
4 The third typeface is a serif face.
It has been chosen to give designers the
opportunity to create a different look to a piece
of literature.
5 It is best to use a single typeface in a
publication.
Achieve emphasis with size, weight or italic.
Readability
There are basic guidelines which help to make a
document more readable.
1 It is best to set text unjustified (ranged left,
ragged right).
This gives even letter and word spacing and
makes the text more readable.
2 Hyphenation.
Do not use automatic hyphenation programmes.
They frequently break words badly, making the
text of a document disjointed and difficult to
read. If a very long word needs to be hyphenated,
do it manually. In English, words should be
Section P1: typefaces and readability
hyphenated after complete syllables only, for
example: hyphen-ation, dis-jointed, diffi-cult.
3 Do not make lines too short or too long.
Very short lines (less than about 26 characters)
result in large gaps at the ends of lines and a very
ragged look to the setting. Very long lines (more
than about 60 characters) make it difficult to find
the beginning of the next line. The longer the
lines, the more leading (line spacing) you need
between them.
4 Do not set body text in capitals.
It is difficult to read.
5 Do not set large amounts of body text in italic.
It is difficult to read.
6 Do not reverse out large areas of body text.
It is difficult to read, particularly over colour
photographs.
7 Remember that the only function type has is
to communicate information.
It is a designer’s job to make that communication
as simple as possible.
Myriad Pro Helvetica Neue Minion Pro

Myriad Pro roman Helvetica Neue light Minion Pro regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !”#$%&/()= 1234567890 !”#$%&/()= 1234567890 !”#$%&/()=

Myriad Pro italic Helvetica Neue light italic Minion Pro italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !”#$%&/()= 1234567890 !”#$%&/()= 1234567890 !”#$%&/()=

Myriad Pro bold Helvetica Neue regular Minion Pro bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Section P2: typefaces; western European fonts

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !”#$%&/()= 1234567890 !”#$%&/()= 1234567890 !”#$%&/()=

Myriad Pro bold italic Helvetica Neue italic Minion Pro bold italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !”#$%&/()= 1234567890 !”#$%&/()= 1234567890 !”#$%&/()=

Myriad Pro semibold condensed Helvetica Neue bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !”#$%&/()= 1234567890 !”#$%&/()=

Myriad Pro bold condensed Helvetica Neue bold italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !”#$%&/()= 1234567890 !”#$%&/()=
Myriad Pro Helvetica Neue Minion Pro

Myriad Pro regular Helvetica Neue regular Minion Pro regular

Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн Оо Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн
Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ Ьь Юю Яя Нн Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ
1234567890 Щщ Ъъ Ьь Юю Яя Ьь Юю Яя
1234567890 1234567890
Myriad Pro italic
Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн Оо Пп Helvetica Neue italic Minion Pro italic
Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ Ьь Юю Яя Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн
1234567890 Нн Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ
Щщ Ъъ Ьь Юю Яя Ьь Юю Яя
Myriad Pro semibold 1234567890 1234567890
Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн Оо
Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ Ьь Юю Яя Helvetica Neue bold Minion Pro bold
1234567890 Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн

Section P3: typefaces; Cyrillic fonts

Мм Нн Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ
Myriad Pro bold Шш Щщ Ъъ Ьь Юю Яя Ьь Юю Яя
Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн 1234567890 1234567890
Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ Helvetica Neue bold italic
Ьь Юю Яя Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Minion Pro italic
1234567890 Нн Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн
Щщ Ъъ Ьь Юю Яя Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ
Myriad Pro bold italic 1234567890 Ьь Юю Яя
Аа Бб Вв Гг Дд Ее Жж Зз Ии Йй Кк Лл Мм Нн 1234567890
Оо Пп Рр Сс Тт Уу Фф Хх Цц Чч Шш Щщ Ъъ
Ьь Юю Яя
1234567890
Glossary
A-sizes. The International paper-size system
in which all sizes have the same proportions;
if you know the measurements of one size,
say A4 (297x210mm), it is easy to work out the
measurements of any other. To determine the
size of the next size up, A3, double the shorter
measurement (420x297mm); to find the next
size down, A5, halve the longer measurement
(210x148mm).
A-sizes are not used in North America where
measurements are made in inches and a standard
letterhead is 11”x8.5” (279x215mm).
Artwork includes typesetting, images, etc, and is
the material from which printing plates are made.
Author’s corrections. Changes made after the
type has been set and incorporated in the first
proof of the document.
Back margin. The space on a page between the
spine and the text.
Binding. See Section H.
Bleed, bleed off. Colour or images which extend
to the edges of the page are printed “to bleed”.
You need to allow 3mm of colour or image
beyond the page parameters.
Blind embossed. An image which is raised on the
paper, but is not coloured. The Actavis logo must
never be blind embossed.
Board. See paper.
Bold. Each typeface is available in different
weights, one of which is bold. This is bold.
See section P.
Book proof. A proof that is made up, preferably
from machine plates, that is as close as possible
to the finished product.
Caps. Capital, upper-case letters.
Cap height, CH. The measurement of a capital
letter, top to bottom.
CF. When (cf ) appears after a particular word
or phrase, refer to the entry under that word or
phrase.
Character. A single letter, figure, punctuation
mark, etc, of a typeface.
Copy. The words in a document. Also known as
text or body copy.
Colour separation. The process by which a full-
colour image is broken down into four separate
images for plate making and printing. Also see
four-colour process.
Concertina fold. Also called an accordion fold.
A means of creating “pages” from one sheet of
paper without cutting and binding.
Concertina fold
Counters. The open spaces in letters such as o, a
and p. Typefaces with a large x-height (cf ) have
large counters and are easier to read.
Deboss. To depress an image into paper. The
Actavis logotype may not be debossed.
Die cutting. A die is made to cut shapes, such as
tabs, rounded corners, etc.
Digital proofing and printing. A quick way of
producing colour proofs or short-run documents.
There are a number of systems; on most the
number of colours and the paper which can be
used are limited.
Duotone. A means of printing a black-and-white
photograph in two colours. It can add an extra
dimension to a simple two-colour job. It can be
very effective using two blacks to create strong
black-and-white images.
Ems. Part of the international type measurement
system, known as the point system (cf ). One em is
the square of the typesize: an 8pt em is 8pts high
and 8pts wide.
En. Half an em.
Finishing. The process by which flat printed
sheets are turned into the finished product. It
includes laminating, folding, die-cutting, collating,
binding and trimming.
Flat plan. A plan of a publication showing what
will appear on the pages.
Foil blocking. The only means of getting gold
and silver type or images to look truly metallic.
A thin foil of metal is impressed on the paper.
It is expensive.
Folio. A page number.
Font or fount. A complete set of characters in a
typeface, in one weight, size and style.
Four-colour process. It is possible to print a
reasonable facsimile of any colour image. The
image is colour separated (cf ) and a separate
printing plate made for each colour: cyan (blue),
magenta (red), yellow and black (sometimes
called key). Some PMS (cf ) colours are impossible
to match out of four colour and have to be
printed as special colours. Many printers now
have machines which will print up to 12 colours
at a time, but remember that the more colours
you print, the more expensive the job will be.
Gate fold. A means of creating “pages” from one
sheet of paper without cutting and binding.
See Roll fold.
Gate fold
Grid. A ruled up sheet which sets out column
widths, headline and folio positions, and so on.
Gsm. Paper is specified by how much one square
metre weighs: grams per square metre. Generally
Section Q1: glossary
papers which feel thicker weigh more, but there
are some textured papers, pulp boards and
volumetric (cf ) papers which bulk up and appear
to be heavier than they are.
Gutter. The space between columns of text. For
printers, it is also the space between pages.
Imposition. The printer’s plan for printing a job.
Indent. An indent in typematter to indicate the
beginning of a new paragraph.
This line is indented.
Italic. This type is set in italic.
Justified. Justified left, or ranged left, means that
the type is in a straight line on the left. The text
in this manual is ranged left, ragged right. Type is
often also justified right, but this makes it harder
to read because letter and word spaces have to
be adjusted to make the lines fit.
Lamination. Transparent coating, gloss or matt,
usually used on covers to prevent fingerprinting
and scuffing.
Leading. The space between lines of type, also
known as line spacing.
Litho. Short for offset lithography, the most
commonly used printing method. See Section H.
Logotype. A company name which is designed
or drawn in a distinctive style to create a “trade
mark”.
Lower case. Letters that are not in capitals.
Machine proof. A proof made from the finished
plates on the printing press.
Make ready. The time taken to prepare a printing
press for a print run. It includes setting up the
plates, loading the paper, adjusting the colour,
and so on. It can take several hours.
Measure. The length of a line.
Namestyle. The same as a logotype (cf ).
Pantone. See PMS.
Paper. See Section H.
Plotter proof. A low-resolution digital proof used
for checking changes made after colour proofing.
PMS. Pantone Matching System. An international
colour-matching system which is intended to
ensure that colours are accurately matched,
anywhere in the world.
Point system. The standard system of type
measurement. See Ems, above.
Register. Print must be produced in register: the
colours must be accurately positioned on top of
one another to create a readable image.
Repro. A catch-all term which covers the
processes needed to turn artwork into printing
plates. Colour photographs can be reproduced
from transparency, colour print or direct from a
digital file.
Reversed out. Type or a symbol which
appears white on a coloured or photographic Visual. A visual representation of a finished
background. project produced by a designer for the client’s
approval.
Roll fold. See Gate fold.
Volumetric paper. A paper stock which is of high
volume. This means that a paper of, say, 115gsm
will have the feel of one which is heavier. If you
are mailing a large number of documents this
Roll fold
will save on postage. Howard Smith Papers (www.
hspg.com) produces a number of these papers,
including Munken Print Extra, Gradapat 13, and
Arctic Volume.
x-height, XH. The height of a lower-case x. Some
typefaces have a bigger x-height than others of
Roman. Upright type, as opposed to italic.
Section Q2: glossary
the same point size. This makes them easier to
read.
Sans serif. Type similar to that used in this
manual. This is Times, a serif type. It is easy to see
the difference.
Screen. Four-colour printing plates are made up
from a series of dots. If the dots are very large on
an area of, say, the magenta plate it will print a
strong red; if they are very small, the red will be
barely visible. The number of dots to the square
centimetre determines the quality of the colour
images: the higher the number of dots, the finer
the image.
Serif. See Sans serif.
Swatch. A small area of colour supplied to the
printer for matching.
Tints. If you are printing in black and white
and want to produce a grey, or in red and want
to produce a pink, you use a tint of the colour
– between 10% and 90% depending on how dark
you want the tint to be.
Typography. The design and layout of the
printed word.
U&l/c. Upper (capital) and lower case letters.
Contacts
If you need help on any application, or need to
produce something which is not covered in this
manual, please contact

Elisabet Hjaltadottir
Head of Internal Communications
ehjaltadottir@actavis.com

Fernanda Faria
Corporate Communications Assistant
ffaria@actavis.com

Section R1: contacts