Corporate Brand Standards
Revised 2/20/12
Table of Contents
1
2
3
4
5
6
7
8
9
Logo
Color Versions
Sizes and Clear Space
Unacceptable Uses
Special Uses
Typography
Corporate Print and Display Fonts
Member Special Font
Digital Font Standards and
Font Substitutes
Color
Color Specifications
Color Use and Ratios
14
15
16
Graphic Devices
Arc
Arrow
Emphasis Color Bar
17
18
Diagrams and Illustrations
Charts
Tables
19
Writing Style and Tone
Overview
20
21
10
12
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Photography
Corporate Tone and Feel
Member Tone and Feel
Appendix
Corporate Communications
Design Examples
Member Communications
Design Examples
Express Scripts Corporate Brand Standards
LOGO
Color Versions
A :: Standard Two-Color Logo
The Express Scripts logo is more than an identity on a piece
of paper. It represents a set of values and attributes that
reflects the philosophy of our company.
Using it consistently will help reinforce our position as a
leading pharmacy benefit manager.
A :: Standard Two-Color Logo
This is the preferred version of the logo, and should be used
whenever possible.
Brand Blue
Black
B :: Logo Colors
When placed on a color field, the logo has a slight stroke of
white around the “E” icon.
B :: Logo Colors
The standard two-color logo consists of brand blue and black.
C :: Logo Color Versions
There are five official versions of the standard logo that
should be used unless otherwise approved by Creative
Management.
• Two-color
Most applications, on white or lighter colors
(e.g., light blue).
• One-color blue
Limited one-color applications.
• One-color black
Limited black-and-white applications.
• Reversed out of blue or black
Limited one-color or black-and-white applications.
• One-color reversed
Maintains brand blue behind the “E.” To be used on
darker colors.
C :: Logo Color Versions
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
1
LOGO
1.25"
Sizes and Clear Space
A :: Recommended Logo Size
Under most circumstances, the logo should be sized between
2" and 2.5" wide for best readability and aesthetic appeal.
Do not size larger on any standard printed pieces (brochures,
letters, reports, postcards, etc.).
2.5"
B :: Minimum Size
A :: Recommended Logo Size
It is understood that scaling the logo on larger pieces
(e.g., banners, displays, etc.) may be necessary.
For outdoor display and signage, please refer to the specialty
logo uses to maintain the standard for those situations.
B :: Minimum Size
In most cases, the logo should not be smaller than 1.25"
wide. If putting the logo on novelty or promotional items,
cards, etc., where space is limited, please refer to the special
logo uses for further details.
1/2 height of “E” icon
C :: Clear Space
C :: Clear Space
The minimum clear space around the logo ensures clarity and
legibility. Always respect this zone, and don’t allow any other
graphic elements into this area. The perimeter that is formed
should be free from imagery, text, graphic elements or the
edge of the given format.
One Express Way
St. Louis, MO 63121
Note: As shown at the top of page 1, the logo has a white
stroke around the “E” icon that must be maintained as part
of the logo. Build the clear space around the stroke. For ease,
measure the “E” from edge of blue to edge of blue.
D :: Exceptions to Clear Space
In the case of stationery addresses, the content can invade
the clear space, as illustrated. Alignment with the logo as
shown must be followed.
One Express Way
St. Louis, MO 63121
D :: Exceptions to Clear Space
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
2
LOGO
Always maintain proper contrast
between the background and
the logo to ensure appropriate
readability.
Unacceptable Uses
Maintaining the integrity of the logo is very important, and is
the responsibility of everyone who uses it. Please avoid these
logo misuses.
PC Logo Scaling Tip for PowerPoint and Word:
After placing the art in your document, (Insert/Picture/Insert
Picture From File), hold down the shift key, then grab any
one of the four corner marks on the art box and drag. DO NOT
release the shift key until you have finished sizing the logo.
Do not use the center marks. If you do not hold down the
shift key while dragging the corner mark(s), you will distort
the logo.
Avoid placing the logo on gradient
or patterned backgrounds, imagery
or other elements that compete with
the identity.
Do NOT reverse the background of
the “E” icon. Never let any pattern,
gradient or color show through the
“E” icon.
Never distort the logo’s proportions,
skew, tilt or place it on a diagonal.
The “E” icon must remain a circle.
Do NOT alter the spacing between
the “E” icon and the logo text.
Never break apart or restack the
logo text, always use the approved
logo files.
Do NOT attach words to the logo, or
alter/replace the logo text.
Marketing & Corporate Communications
Marketing & Corporate Communications
Do NOT use the “E” icon as a letter
in a word. Do NOT use the “E” icon
by itself. *Note, see special uses
section for acceptable use of the “E”.
SP CIALTY
A :: Unacceptable Uses
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
3
LOGO
Special Uses
Where space is greatly limited for some novelty/promotional
items and for occasional outdoor applications, these special
use logos may be used.
Note: Using these should be a last resort.
A :: Stacked Logo Color Versions
When horizontal space is limited, the stacked logo may be
used. Notice the approved color and reversed versions.
B :: Logo Clear Space
The minimum clear space around the logo ensures clarity and
legibility. Always respect this zone, and don’t allow any other
graphic elements into this area. The perimeter that is formed
should be free from imagery, text, graphic elements or the
edge of the given format.
Note: The logo has a white stroke around the “E” icon that
must be maintained as part of the logo. Build the clear space
around the stroke. For ease, measure the “E” from edge of
blue to edge of blue.
A :: Stacked Logo Color Versions
1/2 height of “E” icon
C :: “E” Icon Only Minimum Size
For novelty, promotional, outdoor or environmental
applications only.
D :: Outdoor Signage
The logo has been modified for outdoor signage. For
improved legibility at greater distances, the logo text
EXPRESS SCRIPTS becomes the dominant element.
1/2 height of “E” icon
B :: Logo Clear Space
The two-color version of the logo is always preferred.
In limited situations where signage is required on an Express
Scripts building, the “E” icon with the registration mark can
be used independent of the logo text. (fig. C)
.5"
Obtain approval from Creative Management before using any
of these logo versions.
C :: “E” Icon Only Minimum Size
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
D :: Outdoor Signage
Express Scripts Corporate Brand Standards
4
TYPOGRAPHY
Corporate Print and
Display Fonts
There are several approved corporate font families, to be used
in tandem and for very specific reasons.
A :: Corporate Font
Trade Gothic was chosen for its simplicity, distinctiveness
and legibility. It is the recommended font for use in all
communications pieces.
Trade Gothic should be used in all headline, paragraph and
display circumstances.
Trade Gothic Light, Medium and Bold No. 2 should be
used first, and the condensed faces should only be used if
necessitated by the quantity of content.
B :: Display and Table Numbers Font
Helvetica Neue has been chosen for its clean and classic
numerals. Substitute this for Trade Gothic (numbers only) in
tables and as large type elements.
Trade Gothic Light
Trade Gothic Bold No. 2 Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Trade Gothic Light Oblique
Trade Gothic Condensed No. 18
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Trade Gothic Medium
Trade Gothic Condensed No. 18 Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Trade Gothic Oblique
Trade Gothic Bold Condensed No. 20
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Trade Gothic Bold No. 2
Trade Gothic Bold Condensed No. 20 Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Do not substitute the font for numerals within normal
paragraph copy.
C :: Special Use Serif Font
Use Adobe Garamond only in special cases (e.g., invitations,
etc.) when a classic serif font is needed.
NOTE: It is recommended to use 80% black for printed body
copy text in order to make it more pleasant to read and to
complement the overall look and feel of our communications.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
A :: Corporate Font
Note: Do NOT use Trade Gothic Bold. (only
Trade Gothic Bold No. 2)
Helvetica Neue
Adobe Garamond
1234567890 #$%
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
B :: Display and Table Numbers Font
C :: Special Use Serif Font
Express Scripts Corporate Brand Standards
5
TYPOGRAPHY
Member Special Font
Member communications have an additional font to be used
only under special circumstances.
A :: First-Person Voice Font
Handwriting – Dakota should be used to convey the
first-person voice of a member in conjunction with
testimonial-style photography to evoke a personal and
relatable feel.
It is always placed over or in close proximity to the photo
of the person “speaking” or may occasionally be used
independently as a quote.
Handwriting – Dakota
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
NOTE: A stroke may need to be added to the font
to give it extra weight, especially when on a color
or photo background. Additionally, an outer glow
or shadow may need to be added for readability.
A :: First-Person Voice Font
NOTE: Do not use all caps with this font, except to pull out a
word or two from a sentence.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
6
TYPOGRAPHY
Digital Font Standards and
Font Substitutes
Trade Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Maintaining consistency across all platforms and mediums
is very important. To best achieve this, follow these guides
for digital use and acceptable font substitutes when options
are limited.
A :: Digital Graphics
For all text built as graphics, follow the corporate print font
standards, and use Trade Gothic.
A :: Digital Graphics
All web/digital fonts should be listed as “Arial, Helvetica,
sans-serif.” The default size should be equivalent to 12 pixels
for web pages and emails, but could go up to 14 pixels in
emails, if necessary.
B :: Acceptable Font Substitutes
When working on a PC, or when fonts are limited, use
Franklin Gothic as a substitute.
Typical circumstances in which to use Franklin Gothic
include Word docs, PowerPoints, member letters,
presentations, proposals, press releases, etc.
Franklin Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*();:“”®©
Arial may be used as a last resort.
If required (e.g., Medicare/Medicaid), substituting Times New
Roman is acceptable.
B :: Acceptable Font Substitutes
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
7
COLOR
SPOT
Coated
SPOT
Uncoated
PROCESS
Coated
PROCESS
Uncoated
Brand Blue
PMS 301 C
PMS 301 U
C: 100
M: 50
Y:
0
K:
40
C: 100
M: 45
Y:
0
K:
20
R:
G:
B:
0
60
180
033895
Light Blue
PMS 542 C
PMS 543 U
C:
M:
Y:
K:
C:
M:
Y:
K:
53
7
0
3
R:
G:
B:
113
177
213
78a3c5
Yellow
PMS 124 C
PMS 7406 U
C:
0
M: 30
Y: 100
K:
5
C:
2
M: 20
Y: 100
K:
2
R:
G:
B:
228
200
17
e7ba09
Light Orange
PMS 144 C
PMS 130 U
C:
0
M: 50
Y: 100
K:
0
C:
0
M: 40
Y: 100
K:
0
R:
G:
B:
254
145
0
fa9d1c
Dark Orange
PMS 159 C
PMS 152 U
C:
0
M: 70
Y: 100
K:
10
C:
0
M: 60
Y: 100
K:
5
R:
G:
B:
220
75
10
e56121
Light Green
PMS 584 C
PMS 584 U
C:
20
M:
0
Y: 100
K:
10
C:
10
M:
0
Y: 100
K:
5
R:
G:
B:
205
215
30
cdcf16
C:
18
M:
0
Y: 100
K:
33
R:
G:
B:
155
169
14
9a9e16
C:
0
M: 100
Y:
0
K:
45
R:
G:
B:
132
12
74
860057
Color Specifications
The chart on this page provides color-formula specifications
for reproduction in all media types.
Core Brand Colors
COLOR NAME
In order to achieve the maximum visual color match, there is
often a difference between the coated and uncoated spot and
process colors.
Color reproduction must visually match Pantone Matching
System (PMS) colors. Certain end-use adjustments in color
may be necessary to achieve an exact color match.
Supporting Colors
NOTE: When printing digitally, the Process Coated formulas
reproduce the best and most accurate color, no matter which
paper substrate you are printing on.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
67
25
10
2
Dark Green
PMS 391 C
PMS 398 U
C:
20
M:
4
Y: 100
K:
32
Purple
PMS 242 C
PMS 228 U
C:
25
M: 100
Y:
9
K:
42
RGB
WEB
Express Scripts Corporate Brand Standards
8
COLOR
Color Use and Ratios
The Express Scripts color palette has been developed to
express our brand. Color can serve as a powerful tool for
visual recognition. When consistently and appropriately
applied, the color palette will support and extend the
Express Scripts brand and message.
Color should be used carefully and strategically to address
each audience.
A :: Corporate Color Use and Ratio
Corporate communications should strongly leverage the core
brand colors. Selections from the supporting color palette
may also be used, but in secondary proportions. The overall
color palette should be predominately blue.
A :: Corporate Color Use and Ratio
B :: Member Color Use and Ratio
Member communications have the liberty to leverage more
of the supporting colors in order to attract and engage a
narrower audience segment, and to communicate in a more
personal manner. The core brand colors should always be
used in the communication, but may be secondary.
Refer to the appendix design examples for visuals of how
corporate and member communications compare.
B :: Member Color Use and Ratio
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
9
PHOTOGRAPHY
Corporate Tone and Feel
Photography is a critical aspect of the Express Scripts brand.
Corporate communications should maintain a professional
and healthcare-centric image.
Corporate communications include but are not limited to the
Annual Report, Drug Trend Report, Research & New Solutions
Lab collateral, client/prospect/broker materials, corporate
advertising, public affairs and internal communications.
Imagery Style
Corporate imagery style can range from a technology and
innovation focus for the Lab, to a lifestyle focus for client
communications.
Note: Color photography is the default, but B&W photography
can be used when producing printed materials that require a
one- or two-color application. Avoid duotones.
A :: Technology Facilities and Innovation
All corporate imagery should encompass these
characteristics and photography styles:
•
•
•
•
•
•
Contemporary
Progressive
Authentic
Natural (not over posed)
Bright
Lively
•
•
•
•
•
•
Engaging
Purposeful
Relatable
Emotionally Appropriate
Natural Light
Selective Focus
Subject Matter
A :: Technology Facilities and Innovation
Our research, technology and innovative systems come to life
in the Center, and the photography used should complement
it and help tell the story. Lab images should reflect innovation
and research. Imagery representing the pharmacy should
reflect efficiency and safety.
B :: Employees, Pharmacy and Contact Center Personnel
When depicting employees, consider cropping into the
upper body and face to portray engagement, sincerity,
trustworthiness and intelligence. Employees should be
depicted as happy, passionate about their work, filled with
pride and confidence, yet humble. Employees should be
shown as smart problem solvers, who are service oriented,
critical thinkers, compassionate and friendly.
B :: Employees, Pharmacy and Contact Center Personnel
Continued on next page
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
10
PHOTOGRAPHY
Corporate Tone and Feel
continued
Subject Matter continued
C :: Face of the Member
Our clients provide the prescription benefit for millions of
Americans — people of all ages, genders and ethnicities. It’s
essential to represent this diversity in photography. When
showing members, consider cropping into the upper body
and face to portray engagement, relatability and dialogue.
Members should be shown generally happy and engaged
with the camera. Avoid on-the-job images, unless specifically
depicting union members.
D :: Lifestyle
Candid shots of members “living life” are often used to
support the brand message. Members should be generally
happy.
C :: Face of the Member
E :: Clinical, Doctor and Patient
Our clinical care offerings and services are part of our core
business. We often show patients at the point of care. The
essence of consultation and discussion as it relates to care
should be the focus, rather than procedures or treatments.
D :: Lifestyle
E :: Clinical, Doctor and Patient
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
11
PHOTOGRAPHY
Member Tone and Feel
Effectively communicating with members requires
photography that both attracts and engages them.
Follow these style guidelines for imagery in member
communications.
Imagery Style
Photography for member communications can depict
pharmacists and contact center personnel serving the
member or members interacting with each other.
Imagery should always be full color unless the printed piece
requires a black-and-white application. Avoid duotones.
All member communications imagery should encompass
these characteristics and photography styles:
A :: First-Person Testimonial Style
•
•
•
•
•
•
Contemporary
Progressive
Authentic
Natural (not over posed)
Bright
Lively
•
•
•
•
•
•
Engaging
Purposeful
Relatable
Emotionally Appropriate
Natural Light
Selective Focus
Subject Matter
A :: First-Person Testimonial Style
Testimonial-style photography can effectively engage and
persuade members to make better healthcare decisions.
An image of a pharmacist or doctor conveys the principle
of authority and helps advance behavior change. This style
should be used in conjunction with the Handwriting font
(pg. 6) to convey a more personal, one-on-one dialogue.
Models should make eye contact with the camera and
selective focus should be used.
B :: Lifestyle
Lifestyle photography should be used to portray happy
members “living life” — not worrying about their prescription
benefit. These images can also help set a mood or enhance
the conceptual direction (e.g., relaxing at home for Express
Scripts Pharmacy communications, being active for wellness/
clinical program communications or a narrow audience
segment for a disease-specific specialty communication).
B :: Lifestyle
Continued on next page
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
12
PHOTOGRAPHY
Member Tone and Feel
continued
Subject Matter continued
C :: Pharmacists, Customer Service and Nurses
It’s essential to put a trustworthy face on the professionals
we represent through photography. Images of pharmacists,
customer service representatives and nurses must appear as
helpful, knowledgeable, friendly and engaging. This will help
members feel confident about the services we provide.
D :: Pharmacy and Facilities
Some detail shots of technology and the automated process
are acceptable, but most of the focus should be on the
people involved in the process to help bring the operations to
life. A mix of scale, volume efficiency and safety combined
with human involvement and oversight works well.
C :: Pharmacists, Customer Service and Nurses
D :: Pharmacy and Facilities
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
13
GRAPHIC DEVICES
The Arc
Maintain high color contrast with the
arcs or, if necessary, use a white arc
between the colors/photos to achieve
high contrast. Avoid putting a stroke
on the arc.
The arc gives our communications a unique, friendly feel. It
is important to use the arc appropriately.
The arc should have a subtle transition and curve; it should
feel happy, like a smile, or curve upward to connote growth
or financial success. For greatest appeal, the end of the arc
should appear to visually continue in a positive trajectory.
In order to maintain the positive essence of the arc, include
these qualities in rank order of importance. (It isn’t always
required to maintain all these variables in order to have an
arc that feels positive.)
• Subtle curve
• Positive trajectory
• End of arc should appear to continue visually in a
positive direction
• High contrast
• Convex curve
A :: Color and Contrast
Acceptable
Where the arc ends on the right,
try to visually continue the arc in
an upward trajectory. The negative
space created from the arc is often
as important as the positive arc
itself.
Color Use
Please refer to the guides on page 9 for information about
color usage for corporate and member communications.
B :: Arc Shape
NOTE ON COLOR TRANSPARENCIES: In order to achieve
a close color match on fields of transparent color, build the
color shape first (as a multiple) at 100% opacity and 100%
color. Then layer a duplicate shape (not a multiple) on top at
90-100% color and 75-90% opacity. This produces a subtle
transparency with color accuracy.
Unacceptable
Whether a photo or field of color, a
convex-shaped arc looks best. Keep
the arc in a subtle positive trajectory
as much as possible to depict
growth.
Subtle Arc
Positive Trajectory
Substantial Arc
Negative Trajectory
The arc may also be used vertically
or as a transparency.
When vertical, the thicker part of
the arc should be at the bottom
whenever possible.
If two arcs are used in the same
layout, converging arcs should be
used rather than opposing arcs
whenever possible.
C :: Alternate Versions
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
14
GRAPHIC DEVICES
The Arrow
A :: Directional Requirements
The arrow should be used to guide the reader’s eye and
emphasize content. Graphically, the directional and forward
effect of the arrow embodies our growth and innovation.
The weight of the arrow and spacial relationship between the
arrows is important, and should be maintained consistently.
Headline
A :: Directional Requirements
The arrow should point to the right, top or top right
(45° angle) of the layout to emphasize growth and innovation.
No other angles or directions should be used.
B :: Color and Transparency
Please refer to the guides on page 9 for information about
color usage for corporate and member communications. The
arrow may be used as a transparency as well.
B :: Color and Transparency
C :: Pointer
C :: Pointer
The arrow can be used as a pointer to call attention to a
headline, image etc.
D :: Graphic Element
The arrow can be used as an oversized graphic element. A
narrow version of the arrow may be used for a more subtle
effect. The arrow cannot be reproduced any thinner than the
narrow version.
Standard Version
Narrow Version
Bullet
Bullet
Bullet
Bullet
Bullet
List
List
List
List
List
1
2
3
4
5
E :: Bullet or Digital Icon
Avoid overuse of the arrow. Generally, do not use as bullets or
as a repetitive icon on a web page or other digital application.
D :: Graphic Element
E :: Bullet or Digital Icon
F :: Unacceptable Uses
Do not stray from the above guidelines.
The Arrow should NOT be turned
down or in any other direction
except as outlined above.
Do NOT alter the arrow, make it
thinner in any way or use as a
single arrow.
F :: Unacceptable Uses
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
15
GRAPHIC DEVICES
The bar can emphasize a headline.
Headline
Subtext Here
Emphasis Color Bar
The emphasis color bar is a design tool used to bring
attention to a part of an image or a headline. It can also be
used to ground type that is floating on an image or to balance
a layout.
The bar should be thin, between .25" and .125" on average;
it should anchor off the edge of the page or image whenever
possible.
Color Use
Please refer to the guides on page 9 for information about
color usage for corporate and member communications.
The bar can emphasize or call
attention to a part of an image. It
can be used on the left or right, and
can be solid or transparent.
NOTE ON COLOR TRANSPARENCIES: In order to achieve
a close color match on fields of transparent color, build the
color shape first (as a multiple) at 100% opacity and 100%
color. Then layer a duplicate shape (not a multiple) on top at
90-100% color and 75-90% opacity. This produces a subtle
transparency with color accuracy.
When emphasizing a headline, make
it match and align with the height of
the text you are highlighting
Two Line Headline
Goes Here
Pero voluptatet lab inullit alique iusapersped enem
volupti aerereh enemquia nimaxim ognis atusdan destiis
solupienimus ducipita doluptur sequibu sapisti ossimin
eribusciis sumquo et laut et liat et et es audae alique
porehent et eum essit ipit, voluptatur se niatio dolupta
temporibus accae.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
16
DIAGRAMS AND ILLUSTRATIONS
Charts
Charts should focus on the content and message. Traditional
x-y axis and grid lines should be minimized in order to elevate
the impact of the data.
$2.8B
$130
$2.2B
$1.7B
$1.5B
Use a simplified design and color scheme to make the key
message easier to identify.
$100
$90
Charts should follow these standard guidelines:
• Use minimal color (1-2 plus an accent color if needed)
• Use space or white strokes to separate the colors and
axis points
• Minimize the use of x-y axis info and grid lines
2009
2010
2011
2012
2009
2010
Product 1
Express Scripts
2011
Product 2
2012
Product 3
Competitor A
23%
82
40%
PERCENT
37%
Competitor B
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
17
DIAGRAMS AND ILLUSTRATIONS
Tables
Tables should be simple, so that the key messages are clear
and the information is easy to navigate.
In general, avoid heavy borders on rows and columns.
Instead, use alternating tone to define rows and columns.
Tables should follow these standard guidelines:
• Use minimal color; only to highlight key info or distinguish
between rows and columns
• Do not add a heavy or dark border to tables
Rank Therapy Class
% of Total
Specialty
Spend
Market
Behavioral
Total
$30.94
27.8%
18.6%
-0.9%
17.7%
Trend
1
Inflammatory Conditions
2
Multiple Sclerosis
$25.76
23.2%
32.5%
1.9%
34.4%
3
Cancer
$17.40
15.7%
16.0%
7.1%
23.1%
4
Anticoagulant
$6.00
5.4%
13.3%
-2.7%
10.6%
5
Growth Deficiency
$5.06
4.6%
2.1%
3.5%
5.6%
6
Blood Cell Deficiency
$4.18
3.8%
-4.5%
3.6%
-0.9%
7
Respiratory Conditions
$3.52
3.2%
22.7%
-5.5%
17.2%
8
Hemophilia
$2.88
2.6%
N/A*
N/A*
N/A*
9
Infertility
$2.84
2.6%
6.4%
-4.5%
1.9%
10
$2.67
2.4%
37.4%
-18.3%
19.1%
Top 10
Pulmonary Hypertension
$101.25
91.1%
19.2%
2.2%
21.4%
Other
$9.85
8.9%
10.5%
-5.1%
5.3%
Total
$111.10
100.0%
17.8%
1.7%
19.5%
Current
Cost
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
PMPY
Spend
Lower
Cost
Lowest
Cost
*******
Annual Brand-Drug
Copayment at a
Retail Pharmacy
Annual Generic-Drug
Copayment at a
Retail Pharmacy
Annual Generic-Drug
Copayment at Your
Express Scripts
Pharmacy*
*******
$180
$96
$60
$84 – $120
Annual
Savings
Express Scripts Corporate Brand Standards
18
WRITING STYLE AND TONE
Top Ten Caveats
1. Avoid using “Express Scripts” in possessive form;
rewrite using “the”
• ACCEPTABLE: the Express Scripts building
• NOT ACCEPTABLE: Express Scripts’ building
Overview
2. Never abbreviate the company name as ESI
Express Scripts follows AP Style except as noted in our
Corporate Writing Style Guide, which is available on the
Brand Management website.
In general:
• Corporate communications are written in clear, concise
professional language
• Member communications are friendlier and more
conversational
3. Refer to the website as “Express-Scripts.com” …
capital E, hyphen, capital S; no www
4. At Express Scripts, “copayment” is one word; do not
hyphenate, do not abbreviate as “copay”
5. These three frequently used words always appear as
a compound word; no space, no hyphen:
• Healthcare
• Nonadherence
• Suboptimal
6. Do not refer to “Home Delivery” with capital “h” and
capital “d”
• replace “Home Delivery” with “home delivery
from the Express Scripts PharmacySM” on first
reference
• The service can be referred to as “home
delivery” subsequently, but use “the Express
Scripts Pharmacy” when possible/appropriate
(e.g., “Order refills through the Express Scripts
Pharmacy” rather than “order home delivery
refills”)
8. Use the following guidelines when writing about
The Express Scripts Research & New Solutions Lab:
• Official name: The Express Scripts Research &
New Solutions Lab
> Use ampersand
> “The” is part of the name and will be
uppercase when used within a sentence;
example: As discussed, The Express Scripts
Research & New Solutions Lab will open in
the fall
• First mention
> Use full, official name: The Express Scripts
Research & New Solutions Lab
• Subsequent mentions — use one of the following:
> Research & New Solutions Lab
> the Lab (“the” is lowercase unless starting a
sentence; Lab is uppercase)
• Do not use acronyms: There is no acceptable use
of acronyms for any of the options named above
9. Brand-name drugs must always be followed by a
superscripted symbol for registered trademark [®]
and their generic name in parenthesis in the text on
first mention — but not in tables
• EXAMPLE: Reclast® (zoledronic acid)
10. Brand names are always capitalized; generics only
when the name begins a sentence
7. Use the following guidelines when writing about the
Express Scripts Technology & Innovation Center:
• Official name: Express Scripts Technology &
Innovation Center
> Use ampersand
• First mention
> Use full, official name: Express Scripts
Technology & Innovation Center
• Subsequent mentions — use one of the following:
> Technology & Innovation Center
or
> the Center (“the” is always lowercase unless
it starts a sentence)
• Do not use acronyms: There is no acceptable use
of acronyms for any of the options named above.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
Express Scripts Corporate Brand Standards
19
APPENDIX
SPEC IALT
Corporate Communications
Design Examples
RETAIL PHARMACY NETWORK
CY
Y BEN EFIT
SERV ICES
PHA RMA
Select Sp
ecialty
Select
Network
y
r
choose eithe
ialty, a uniq
me Deliver Select Specion.
members to
ue,ires
choice-based
SHD requ
oach
appr
Select Ho Select Network is a unique,
Expre
Out
solut
sedsssolut
choice-based
out– waste
inion,
theachie
retail channel. Plan sponsors
Opt
e-ba
Scrip solution that drives
SHD
ESS
THE EXPR
SCRI PTS
choic
ts Specpena
ves greater
ialty lty.
PharOur
) is a unique,
care for patie
macy, CuraScrip ®
nancial
fiSelect
noand
Delivery (SHD
nts through
may choose between
programs.
allows members
being automatically
ions
l with
. Itout
retaidecis
to opt out.to topt
encobefore
takeNetwork
in at two
the use of the
urages patie
Select Home
adva 60 edays
nts to make
of our comp
macy or rema
but gives themntag
rehen
enrolled into a narrower
of, value-enhanced
pharmacies
that
offersive
reduced
rates. Select Network
–active, informed
Scripts Phar
Pharmacy
rving
ts network
clinic
the Express
ss Scrip
al care and
healthcare
while prese
BEN EFI TS
servi
use the Expre
delivery use
to
bers
home
Copay Differential works similarly andcan
adds
a fiase
nancial incentive
to use a value-enhanced pharmacy.ces.
mem
incre
encourages
ncement
enha
Out
The
–
Opt
benefits of the
SHD
Select Speci
program or the
s Volun
alty program:
tary program
Either the SHD
for
s Can
faction.
be implemente patients
e and
B Esatis
NEFITS
d
at
choic
any
s
ber
time during
Maintains freedo
mem
the year
m
SM
of choice while
increasing the
The benefits of the Select Throu
Network
program:
number of patien
gh the
CuraScript
ts who choos
Specidifferential
s Highe
s Voluntary
program available
with
or ion
without copay
alty
e CuraScript
am:
r adher
ed decis
ence rates over Pharmacy, patients can
, inform
of the SHD sprogr
s Increaselectyear
Allowsrages
members
to voluntarily
a convenient
pharmacy;
use a value-enhanced pharmacy and
or receive personalize
an active
retail the majority alreadyachie
The benefits
the satisf
d care
duringsed
that encou
action and educa , due to our personalize ve:
any time
s Ready
have another
option
nearby
tary program
d care mode
s bility
tion
gs realized at
s Volun
clientavaila
l and in-depth
350
1
of clinical exper compared with those
than
tion andssavin
s up
1 for more
Plan
sponsors
can
save
to
$13
PMPY
The
menta
clinical progr
conve
in retail 2
ts,
nience of refi
s Imple
ams 1
to $27 PMPY
ll reminder calls with pharmacists on call
acy Study
benefit
n savings up s Preserves the pharmacy
al Pharm
24/7
Nation
and
s Prove
acy:
expres
iates
Assocs delivery to the
ss Scripts Pharm
2
J.D. Power and
patient’s home
of the Expre
) physic
ers ULT
in the latest
retail or
membRES
for
store
for
The benefits
98.30
drug
to
S
ian’s
retail
red
over
office at no additi
retail chain
auto refills
gs: up to 33%
(>99.99% compa
the average
onal cost
s Savin
ent options,
retail
sing accuracy
higher than
Plan paym
ers and
delivery over
action: rated
ing, flexible
superior dispen
R E S U LT
S
sponsorsdelive
s Satisf
realizers, on
contacts memb ation
higher in home
standard shipp
avera
to 8%
-art technology
is upge,
nience: free
a 28 percenScripts Pharmacy that
medic
s Conve
ated state-of-the rch indicates adherence
lent generic
to the Express tage-point
increa
lly equiva
r Accuracy: autom
se in patien
s resea penetration
m exclusive
Value-enhanced
increased
from 69%
to cost,
90% therap
in theeutica
value-enhanced
network.
Plan sponsor2 in pilot program
s Greate
SM
ts filling
a progra
Express Script pharmacy
lowerspecialty prescr
enericsof is
r Adherence:
to receive aannual
Call4Gsavings
achieved tion:
estimated
$11 PMPY
and estimated
savings of nearly $260K.
iptions throug
s Highe
a choice
MEMBERS
h CuraScript.3
Generic Utiliza e drug; they are offered
ased
FILLI
Incre
NG
s
SPECIALTY
a brand-nam
PRESCRIPT
physicians using
IONS
VALUE-ENHANCED PHARMACY PENETRATION
s.
annual saving
million in total
more than $45
ERY UTILIZATION
S
SS
SHD, yielding
HOME DELIV BOOK
OF BUSINE
RES ULT
Client Savings
S Estimated
tly enrolled in
EXPRESS SCRIPT
clients are curren
Expected Lift
40%
More than 350
ERY UTILIZATION
HOME DELIV
$11 PMPY3.0 times
CuraScript Starting Rate
UNADJUSTED SPECIFIC CLAIMS DATA
32%
than
All claims
60%
More
CLIENT40%
$1.10
per Retail Claim
90% of
Other
to 5%ICE
filled at
0%CHO
Other
CuraScript
60%
claims filled
90%
National
68%
2.5 times
69%
Other
20%
at Prime
Plus
CuraScript
5% to 10%
EFI TS
SHD BEN
10% to 15%
Before
0%
I am an Express Scripts pharmacist.
Marilyn Rodriguez
Pharmacist
Orlando, FL
Behind our pharmacy’s greater than 99.99% accuracy rating, beyond helping our
plan sponsors and members save money … our pharmacists are passionately
committed to patient care and proud to serve millions of American families.
1.5 times
After
STAN
DARD PLA
SELECT NETWORK IMPLEMENTED
N
15% Plus
Moreatthan
Filled
National
Filled at Prime
1 Express Scripts
Delivery
Resear
Select Home
2 Express
Aftercript
Scripts Research: “CuraS
Factors Predic
3 Based on ry
“CuraScript PROGRAM
ACHIEVES
UP TO $13 PMPY SAVINGS
initial resultsch:VOLUNTARY
Patient Compl
t Home Delive
Human Touchting
which may
iance with
Before Selec
in the Treatm
ON
vary by client
ent of Rheum Specialty Drug Therap
E INTERVENTI
®
WORK
atoid Arthrit
y”
1 Express Scripts PharmacoAnalytics
ACTIVE CHOIC
is”
OLOGY AT
ity
2 National commercial client
CONSUMER
Auburn Univers
Pharmacy,
of
School
n
lytics
CONSUMEROLOGY® AT WORK
PharmacoAna and Designs, Harriso
1 Express Scripts acy Operations
Pharm
for
CONSUMER
2 Center
OLOG
5%
I am impro
improving
vingg publi
blic
c hea
ealth.
ea
lth.
2.0 times
15%
10%
I am helpi
p ngg paatient
i s fee
fe
e l bet
ette
tee
ter.
SELECT SPE
CIALTY
Y ® AT WORK
© 2011 Express Scripts, Inc. All Rights Reserved. 11-2213
The corporate sell sheets use the core brand
blue color and a subtle arc. The arrow is
orange in this case, to draw additional
attention to the product name and as part of
a product color coding system for sell sheets.
This corporate ad uses a subtle arc, mostly
blue color and a quality photograph that
represents our friendly pharmacists.
The corporate PowerPoint template uses the
core brand blue color and a subtle arc.
Given a choice, members often choose exactly
what plan sponsors want … lower costs and improved
health outcomes.
The corporate website uses the core brand
blue color and a subtle arc. The supporting
orange color is used as an accent but does
not overpower the blue. The images are
reflective of our innovation, technology and
pharmacy operations.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
This corporate example uses the core brand
blue color and a subtle arc. The arrow is used
as a graphic device and is in the supporting
orange color as an accent but does not
overpower the blue.
This marketing kit cover uses the core brand
blue color and subtle arcs. The arrow is blue
and is used to draw attention to the headline.
Express Scripts Corporate Brand Standards
20
APPENDIX
000000001
EXPRESS SCRIPTS, INC.
ATTN: BENEFITS
P.O. BOX 66583
ST. LOUIS, MO 63166
0_SAM PMCC305A_3T
CLIENT LOGO
CLIENT LOGO
Prescription ID Card
,7
66,03/(
Member Communications
Design Examples
123456789
SUBSCRIBER S DOE
CLIENT LOGO
Activate your online benefits at
www.express-scripts.com/activate
Prescription
ID Card
anytime after your coverage begins
RxBIN 003858
RxPCN A4
RxGrp PAYOR
Issuer
9151014609
(80840)
ID
Name
123456789
SUBSCRIBER S DOE
01 DEPENDENT
02 DEPENDENT
union
bug
MEMBER NAME
1234 STREET
ST. LOUIS, MO 63123
union
bug
Here are your new
Prescription ID Cards
:HOFRPHWR([SUHVV6FULSWV
<RXUKHDOWKFDUHSODQVSRQVRUKDVVHOHFWHGXVWRPDQDJH
\RXUSUHVFULSWLRQEHQH¿W:KHWKHU\RX¿OO\RXUSUHVFULSWLRQV
DWDUHWDLOSKDUPDF\RUWKURXJKKRPHGHOLYHU\IURPWKH
([SUHVV6FULSWV3KDUPDF\SMZHDUHDOZD\VORRNLQJRXWIRU
\RXUEHVWLQWHUHVWV
Get the safety and convenience you need ... at home.
Could you be spending too much on your prescriptions?
+HUHDUHWKUHHHDV\ZD\VWRJHWPRUHYDOXH
1
Millions trust the Express Scripts Pharmacy
to deliver. So can you.
Two Easy Ways to Get the Safety and
Convenience You Need … At Home.
2
3
Sign in at
StartHomeDelivery.com
Choose the Express Scripts Pharmacy …
)RUWKHSUHVFULSWLRQGUXJV\RXWDNHUHJXODUO\<RXUPHGLFDWLRQLVGHOLYHUHGULJKW
WR\RXUKRPH«QRQHHGIRUPRQWKO\WULSVWRWKHSKDUPDF\«DQGVWDQGDUG
VKLSSLQJLV)5((2UGHUUH¿OOVRQOLQHE\PDLORUE\SKRQH±RUVLPSO\XVHDXWR
UH¿OOV&RPSOHWHWKHHQFORVHGRUGHUIRUPRUVLJQXSRQOLQHWRGD\
Use the Price-a-Drug tool.
6LJQLQDVDPHPEHUDW([SUHVV6FULSWVFRPDQGXVHRXU3ULFHD'UXJWRRO
WR¿QGRXWKRZPXFK\RXFRXOGVDYHZLWKORZFRVWDOWHUQDWLYHVDQGWKH
([SUHVV6FULSWV3KDUPDF\
Sign in at our secure website:
<Express-Scripts.com>
‡*HWLQIRUPDWLRQDERXW\RXU
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‡/HDUQDERXWFXUUHQWDQGIXWXUH
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tion benefit.
to your prescrip
and follow the prompts.
ACT NOW. It’s easy to switch to the savings, safety
and convenience of the Express Scripts Pharmacy.
Sign in at StartHomeDelivery.com now.
OR Call us at <877.697.7088>
(7:30 a.m. – 5 p.m., Central,
Monday – Friday)
Ask your doctor about low-cost alternatives.
7U\DJHQHULFRUORZHUFRVWEUDQGGUXJWKDWPD\VDYH\RXPRQH\7KH\¶UHVDIH
HIIHFWLYHDQGDSSURYHGE\WKH86)RRG'UXJ$GPLQLVWUDWLRQ
WELCOME
Your plan
lan sponsor has selected home delivery from the Express Scripts
Scr
Pharmacy as the required way to get your maintenance medications –
prescription drugs you take regularly to treat ongoing conditions.
Let us do it for you
OR
ID
Name
01 DEPENDENT
02 DEPENDENT
&OLHQW
/RJR
Mail a completed Express Scripts
Pharmacy order form with a
90-day prescription from your
doctor, for each maintenance
medication (with up to one year
of refills, if appropriate).
003858
A4
PAYOR
9151014609
(80840)
,DOZD\VKDYHP\
PHGLFDWLRQZKHQ,
QHHGLW
It’s time to make your move.
Do-It-Yourself
RxBIN
RxPCN
RxGrp
Issuer
enclosed.
fit information
Important bene
Do not discard.
Frequently Asked Questions
How long will it take to process my order?
When you fill a prescription through the Express Scripts
Pharmacy for the first time, you can expect delivery of
your order within two weeks from the time we receive
the prescription from your doctor. We recommend that
you have a 30-day supply of your medication on hand at
the time of your order. Refills typically take 3-5 days to
process and ship.
The Express Scripts Pharmacy ... At Home.
SM
Will I be reminded when it’s time to refill?
Yes – through the communication channel of your choice.
You may also enroll in our Auto Refills feature online or by
calling a patient care advocate.
© 2011 Express Scripts, Inc. All Rights Reserved. 11-0687
How do I pay for my order?
You have lots of choices:
• Flexible spending account (FSA) debit card
• Visa®, MasterCard®, American Express®
or Discover®
• Bank-issued debit card
• Personal check or money order
Take advantage of the
Express Scripts Pharmacy
… everywhere you go!
© 2011 Express Scripts, Inc. All Rights Reserved. 11-0686
You can fill the prescriptions you take regularly for ongoing
conditions, also called “maintenance medications.” To
find out if a specific drug is considered a maintenance
medication, please call the number on your Express
Scripts member ID card.
11-0677
All Rights Reserved.
Scripts, Inc.
© 2011 Express
Which medications can I fill through the Express
Scripts Pharmacy?
Once you’re registered on our site, you
can easily access your personalized benefit
information from your mobile device with
our FREE mobile app.
Download the mobile
app and more at
Express-Scripts.com/mobile!
This member flyer uses our supporting
color palette to provide a warm and friendly
tone. The arc at the bottom has a friendly
“smile” feel.
This member welcome kit and ID card use
our supporting color palette to provide
a warm and friendly tone. The arc has a
friendly “smile” feel.
This member poster uses the supporting
color palette for a fresh and friendly feel.
The subtle arcs are balanced for a positive
trajectory. Notice the use of the Handwriting
font, in the voice of the woman saying “It’s
Simple...” with the emphasis color bar
helping anchor and draw attention to it.
Rounded corners are used to soften the call
to action box and match the feel that the arc
gives the design.
Registered
R
egistered pharma
pharmacists
cists
ts ensur
e
e
that you will have the right
medication at the
t e
right time.
Take advantage of the
Express Scripts Pharmacy …
Everywhere You Go!
Once you’re registered on our site, you can easily access
your personalized benefit information from your mobile
device with our FREE mobile app.
Download the app and more at
Express-Scripts.com/mobile!
No more monthly trips to the retail pharmacy.
Your 90-day supply of medication
comes right to your home — always there
when you need it.
Welcome to the
Express Scripts Pharmacy.
Everything you expect
from a world-class
pharmacy...at home.
SM
on
e
o
t
ARD
LIFE
IS FULL
t
Abou
Information
Important
TION"ENElT
9OUR0RESCRIP
SM
This postcard uses our supporting color
palette to provide a warm and friendly
tone. The arc at the bottom has a friendly
“smile” feel.
© 2012 Express Scripts, Inc. All Rights Reserved. 12-0057
The member website uses the supporting
color palette for a friendly feel. Notice the
use of the Handwriting font, in the voice
of the family saying “It’s Simple.” The
photography is contemporary, bright, and the
selective focus draws attention to the people,
key message and registration feature.
Visit StartHomeDelivery.com to sign
up — it’s easy! You can watch a brief
video to see the care we take with every
prescription. Once you’re registered:
sReview your savings
opportunities.
sOrder refills.
sCompare prescription
drugs and pricing.
sRead health and
wellness information.
Our state-of-the-art pharmacy is
99.99% accurate,
compared to 98.30% at retail.1
available round
the clock to answer any
We’re
questions you may have.
1
The Express Scripts Pharmacy ... At Home.
Get Started Today!
Did You Know?
The Express Scripts Pharmacy ranks higher in overall
satisfaction than the average retail pharmacy in the latest
J.D. Power and Associates National Pharmacy Study.
Source: Center For Pharmacy Operations and Design, Harrison School of Pharmacy, Auburn University
This member tri-fold brochure uses our
supporting color palette to provide a warm
and friendly tone, along with the arc and
emphasis bar on both the left and right to
draw the reader’s eye to the headline and
call to action. The photography reflects the
safety and efficiency of the pharmacy.
Express Scripts Corporate Brand Standards
21