Visual identity

guidelines
Logo only
October 2019
GSK logo

1 Introduction
2 When to use the GSK logos
3 Logo versions
4 Logo on backgrounds
5 Logo with bleed
6 Logo sizing
7 Logo clear space and positioning
8 Co-branding and third-party use
9 Key principles
10 Don’ts
11 Legal information
12 Contacts

Our look and feel visual identity guidelines, February 2018

© 2018 GSK group of companies. All Rights Reserved. -2-
Our look and feel visual identity guidelines  |  GSK logo  |  Introduction

GSK logo
1  Introduction

The GSK logo is a key part of our look and feel GSK logo
to drive consistency and focus.

In 2013 we simplified and strengthened the GSK logo

and removed the text ‘GlaxoSmithKline’. We created
a more three-dimensional logo with added warmth
and vibrancy.

Reasons for removing GlaxoSmithKline

from the logo
a) People around the globe had difficulties
pronouncing and spelling GlaxoSmithKline.
b) E xternal groups made up abbreviations of
GlaxoSmithKline and this led to inconsistency
and confusion.

Important:
Please note that GlaxoSmithKline is still our legal
entity name and should be used in all instances
when we are referring to the company from a legal
perspective, eg on letter-headed stationery, back
of pack and patient literature.

Old logo

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -3-
Our look and feel visual identity guidelines  |  GSK logo  |  When to use the GSK logos

GSK logo
2  When to use the GSK logos

The full colour gradient GSK logo with purpose strapline Full colour gradient GSK logo with purpose strapline
should be your first choice on all communications. It may Recommended use
be used internally and externally on all communications
that are not product related.

The full colour gradient GSK logo without purpose

strapline should be used on all internal and external
materials related to products or where space is limited.

Important:
The GSK logo with purpose strapline should never
be used on any materials in connection with specific
medicines, vaccines or consumer products. When
communicating to medical professionals please follow
local guidelines. If in doubt, please consult your local
legal or regulatory contact. All external materials
should be subject to local approval.

A selection of approved translated versions of the Full colour gradient GSK logo without purpose strapline
GSK logo with purpose strapline are available on For use on all internal and external materials related to products or where space is limited
the GSK brand hub.

The GSK logo may only be reproduced from master

artwork files and must not be redrawn, retyped or
altered in any way.

For further information and to download all

GSK brand assets and guidelines, please visit
www.gskbrandhub.com

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -4-
Our look and feel visual identity guidelines  |  GSK logo  |  Logo versions

GSK logo
3  Logo versions

Full colour gradient Full colour gradient GSK logo Full colour gradient GSK logo without Full colour gradient GSK logo
Always use the full colour gradient versions of the with purpose strapline purpose strapline with white out purpose strapline
GSK logo wherever possible to reinforce our brand Recommended use For use on all internal and external materials For use when orange type is not legible
related to products or where space is limited on background
ambition to own orange. The full colour gradient
GSK logo with white out purpose strapline is used for
applying to backgrounds where orange text is not legible.

Single colour orange

The single colour orange versions are used when it
is not possible to reproduce the logo as a full colour
gradient due to production limitations.

White out
The white out versions of the logo should be applied
to backgrounds where the full colour gradient versions
are not legible.

Printing restrictions Single colour orange GSK logo versions White out GSK logo versions Single colour black – printing
For use when it is not possible to For use when full colour gradient versions restrictions
When limited to printing in black only, grey versions reproduce the full colour gradient logo are not legible on background Available by request only from the
(50% black) of the GSK logo are available by request due to production limitations Corporate Reputation and Brand team
only from the Corporate Reputation and Brand team.

Important:
The GSK logo with purpose strapline should never
be used on any materials in connection with specific
medicines, vaccines or consumer products. When
communicating to medical professionals please follow
local guidelines. If in doubt, please consult your local
legal or regulatory contact. All external materials
should be subject to local approval.

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -5-
Our look and feel visual identity guidelines  |  GSK logo  |  Logo on backgrounds

GSK logo
4  Logo on backgrounds

Full colour gradient Full colour gradient GSK logo with purpose strapline
The full colour gradient GSK logos can be applied to
backgrounds where it is clearly legible. Always ensure
the GSK logo does not clash with the background and
the purpose strapline is legible. The full colour gradient
GSK logo with white out purpose strapline is used
for applying to backgrounds where the orange text
is not legible. Single colour orange GSK logo with purpose strapline White out GSK logo with purpose strapline

Single colour orange

The single colour orange GSK logo may be applied
to backgrounds where it is clearly legible.

White out
White out versions of the GSK logo have been created
for use on backgrounds where the full colour gradient
or single colour orange versions are not legible. Full colour gradient GSK logo without purpose strapline

Important:
The GSK logo with purpose strapline should never
be used on any materials in connection with specific
medicines, vaccines or consumer products. When
communicating to medical professionals please follow
local guidelines. If in doubt, please consult your local Single colour orange GSK logo White out GSK logo
legal or regulatory contact. All external materials without purpose strapline without purpose strapline
should be subject to local approval.

For further information and to download all

GSK brand assets and guidelines, please visit
www.gskbrandhub.com

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -6-
Our look and feel visual identity guidelines  |  GSK logo  |  Logo with bleed

GSK logo
5  Logo with bleed

When to use a GSK logo with bleed

The GSK logo with bleed should be used whenever
our logo is cut out as part of the production process
– for signage or when printing on vinyl or cloth – so
that the logo always prints right up to the edge in the
correct colour and position.

A version of our logo with purpose strapline is not

available with bleed.

Important:
The GSK logo with bleed can be downloaded from
Cutter guide
from the GSK brand hub:
GSK_L_3D_CMYK_MY_BLEED.eps
(four colour printing)
GSK_L_3D_PMS_1505_7548_M_BLEED.eps
(spot colour) Bleed

GSK logo with bleed and cutter guide

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -7-
Our look and feel visual identity guidelines  |  GSK logo  |  Logo sizing

GSK logo
6  Logo sizing

Minimum size Minimum size

The GSK logo is always measured by the height.
The minimum size of the GSK logo with purpose
strapline is 7.5mm in height. The minimum size
of the GSK logo without purpose strapline is 7.5mm 5.5mm
5.5mm in height.
GSK logo with purpose strapline GSK logo without purpose strapline
Sizing for standard formats
Use the logo sizes shown here for the standard
A-series formats. The logo sizes are the same for
both portrait and landscape versions of the same
format, eg A4 portrait or A4 landscape
logo size is 16mm.
Sizing for standard formats Sizing for non-standard formats
Sizing for non-standard formats
Logo
For non-standard formats, use this system to work Format Paper size Logo height height
out the ratio of the GSK logo to format size. A3 297 × 420mm 20mm =1x

A4 210 × 297mm 16mm 1x

Divide the long edge of the format by 15 creating A5 148 × 210mm 12mm 2x
15 units (x). The height of the GSK logo is equal to 1x.
A6 105 × 148mm 10mm
If the format is square, either edge is divided by 15. 3x
A7 74 × 105mm 8mm
4x
Letterhead 210 × 297mm 16mm
Important: 5x
Separate rules apply for Consumer Healthcare Compliments slip 99 × 210mm 16mm
6x
communications, point of sale, digital and Business card 55 × 88mm 11mm
on‑pack applications. 7x

Long edge
8x

9x

10x
1x 2x 3x 4x 5x 6x 7x 8x 9x 10x 11x 12x 13x 14x 15x
For further information and to download the 11x
‘Consumer Healthcare’, ‘Point of sale’, ‘Digital’ Long edge
12x
and ‘On-pack specialist guidelines’, please visit
www.gskbrandhub.com 13x

Our look and feel visual identity guidelines, October 2019 14x
© 2019 GSK group of companies. All Rights Reserved. -8-
1x 2x 3x 4x 5x 6x 7x 8x 9x 10x 11x 12x 13x 14x 15x 15x

Landscape and extreme landscape Logo Portrai

Our look and feel visual identity guidelines  |  GSK logo  |  Logo clear space and positioning

GSK logo
7  Logo clear space and positioning

Logo clear space Clear space

It is important that there is clear space around the
GSK logo. This will give the logo more prominence.

The minimum clear space is defined by 50% of the

height of the GSK logo and this should be observed
on all applications.

The clear space does not define the margin of your

layout, but the minimum distance to other content
around the logo.
50% 50%
Logo positioning logo logo
height height
The logo is always positioned top right. There may be
exceptions to this rule where the format does not allow GSK logo with purpose strapline GSK logo without purpose strapline
for this. In these instances always choose the most
prominent position.

Important: Positioning always top right, observing logo clear space

Separate rules apply for Consumer Healthcare
communications, point of sale, digital and
on‑pack applications.

50%
logo
height

For further information and to download the

‘Consumer Healthcare’, ‘Point of sale’, ‘Digital’
and ‘On-pack specialist guidelines’, please visit 50% of the GSK logo height determines clear space

www.gskbrandhub.com
Our look and feel visual identity guidelines, October 2019
© 2019 GSK group of companies. All Rights Reserved. -9-
Our look and feel visual identity guidelines  |  GSK logo  |  Co-branding and third-party use

GSK logo
8  Co-branding and third-party use

Logo creation Examples of approved co-branding

To avoid diluting the GSK brand, the creation of Individual permission is no longer needed from the
logos to represent internal business units, initiatives Global Brand team, however it should be agreed
or activities is not allowed. by the GSK person who owns the relationship with
the third party, that the GSK name and GSK logo
Co-branding (without the purpose strapline) are used correctly nd
GSK has a number of key ventures, partnerships if we stop partnering with the third party that
and sponsorship agreements that can be identified they stop using the GSK name and GSK logo Individual specialist brand
with a co-branded logo lock-up. (without the purpose strapline). It is the responsibility
of the GSK person who owns the relationship with
Co-branded logo lock-ups are not allowed unless the third party to ensure that the terms and conditions
listed here or an exception is made for market for use of the GSK name and logo are followed.
regulatory reasons only. If you think you require All requests for use in relation to signature blocks,
a co-branded logo lock-up, permission must business cards and/or on products should still be
be granted from the Corporate Reputation reviewed and approved by the Global Brand team.
and Brand team.
To grant permission to use the GSK name and
Third party use GSK logo (without the purpose strapline) follow
We have recently changed our guideline on our this link (https://www.gskbrandhub.com/b/www/c/
vendors and partners’ use of our GSK name and en-GB/Asset/Details/19618) and click ‘Share via
GSK logo without the purpose strapline ‘Do More email’. The Brand Hub will generate an email that
Feel Better Live Longer’. should be sent to the third party (do not download
the file and send outside of this process). The terms Co-brand lock-ups
We feel that wider use of the GSK name and GSK and conditions of the logo use are included in the file.
logo (without purpose strapline) by our vendors
and partners is a great way for us to help build
recognition of GSK externally. We are now happy
for all reputable third parties to use our GSK name
and logo in news releases, articles placed in trade
or other publications, annual reports and reviews,
internal newsletters, publications on social media
sites and marketing or promotional materials,
but not in signature blocks, business cards
or on products.

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -10-
Our look and feel visual identity guidelines  |  GSK logo  |  Key principles

GSK logo
9  Key principles

To ensure your assets are compliant with ‘Our look 50%

logo height

and feel visual identity guidelines’, please cross-check

them with the key principles outlined here at all approval
touch points.
50%
logo
50%
logo height

height

1. Full colour gradient GSK logo 2. Single colour orange GSK 3. White out GSK logo versions 4. GSK logo clear space
Always use the full colour gradient logo versions Always use the white out versions of  Always observe the GSK logo
GSK logo with purpose strapline Use the single colour orange versions the logo when applying to backgrounds clear space, which is 50% of the
wherever possible. Use the full colour of the logo when production limitations where the full colour gradient versions logo height.
gradient GSK logo without purpose or materials dictate. are not legible.
strapline when related to products.

7.5mm

5.5mm

5. Minimum size 6. GSK logo positioning 7. GSK logo with purpose 8. GSK logo with white out purpose
Always ensure the logo is legible. Always position the GSK logo towards strapline legibility strapline legibility
The GSK logo is always measured the top right of any layout or structure Always ensure the GSK logo with Always use the GSK logo with white out
by height. wherever possible, ensuring the orange purpose strapline is clearly purpose strapline when the orange text
GSK logo clear space is observed. legible when applied to photography. version is not legible on photography.

50%

For further information and to download all

GSK brand assets and guidelines, please visit 9. GSK logo legibility 10. Standard format GSK logo sizes 11. Non-standard format
Always apply the full colour gradient Always apply the GSK logo at GSK logo sizes
www.gskbrandhub.com GSK logo on white or photographic the specified size for standard Always follow the sizing calculation
backgrounds which ensure a paper formats. when applying the GSK logo to
good contrast. non‑standard formats.
Our look and feel visual identity guidelines, October 2019
© 2019 GSK group of companies. All Rights Reserved. -11-
Our look and feel visual identity guidelines  |  GSK logo  |  Don’ts

together
GSK logo
10 Don’ts

This page illustrates things to avoid to ensure your

assets are compliant with ‘Our look and feel visual
identity guidelines’.

together
together Oral Healthcare
For any queries on how to apply our look and feel,
please contact the Corporate Reputation and together
together together
Brand team:
1. Do not attach the old wordmark 2. Do not attach non-official 3. Do not attach a business 4. Do not rotate or distort the
Internal email: GSK our-company to the GSK logo. purpose straplines to the category or division name to the GSK logo.
External email: [email protected] GSK logo. GSK logo.
Workplace: Search ‘Corporate Reputation
and Brand’

Oral Healthcare
5. Do not apply effects, for example
drop shadows, to any version of the Oral Healthcare
6. Do not apply the full colour
7. Do not apply the full colour
gradient or single colour orange
gradient or single colour
8. Do not apply a keyline to the
GSK logo.
GSK logo. GSK logo versions to orange orange GSK logodo more
versions
or backgrounds where they are feel better
to gradient textures.
not legible. live longer

do m
do m
feel
feel
together Oral Healthcare
Healthcare
do more live l
Oral
Oral Healthcare feel better live lo
live longer
Improve the
quality of
human life
For further information and to download all 9. Do not colour the GSK letters. 10. Do not change the colour of the 11. Do not change the 12. Do not create new logos or
GSK brand assets and guidelines, please visit purpose strapline. configuration of the GSK logo logo lock-ups.
Oral Hea

together
Oral Hea

together
with purpose strapline.
www.gskbrandhub.com
Improve the
quality of
Improve
Improve the
the
human life
Our look and feel visual identity guidelines, October 2019
© 2019 GSK group of companies. All Rights Reserved. quality of
quality of -12-
human life
human life
Our look and feel visual identity guidelines  |  GSK logo  |  Legal information

Further information
11  Legal information

Copyright Product names Unless there is no space (eg small labels Do not use the logos, designs or other
We encourage, as a matter of good Don’t use product names as possessives: in vials), ideally every document should stylised versions of trade marks of other
practice, the use of the copyright symbol © instead of ‘Augmentin’s growth’ say ‘growth include a trade mark ownership statement companies without permission – use only
in company documents. Where copyright of Augmentin’. After the first reference for every trade mark referred to either as the words.
is claimed in the label/packaging, indicate to a pharmaceutical product name put a footnote on the page where the mark is
the copyright symbol, year of creation the generic name in brackets eg Rotarix first used or at the end of the document Contact Legal: Global Trade Marks
and owner (eg “© 2017 GSK group of (rotavirus vaccine, live). to identify that trade marks are the property (LGTM) for queries about the status of a
companies or its licensor” / “© 2017 ViiV of their respective owners: trade mark in a particular country (connect.
Healthcare group of companies or its Trade marks gsk.com/sites/global_trade_marks/Pages/
licensor”). If the copyright work is one that Our trade marks and our company name • T
 rade marks are owned by or licensed TradeMarkContactsandResponsibilities.aspx).
is regularly updated, you can use a span and logo should never be used with the to the GSK group of companies.
of dates from first conception to the latest ® or ™ symbol. For further information on trade marks,
version, eg © 2014–2017. For further • T
 rade marks are owned by or licensed to visit our Legal: Global Trade Marks site:
information, please visit our copyright Our company name and logo should not the ViiV Healthcare group of connect.gsk.com/sites/legal/Global-Trade-
website: https://connect.gsk.com/sites/ be distinguished from the surrounding companies. Marks/Pages/default.aspx.
the_library/copyright/Pages/default.aspx text as is recommended for our other
trade marks. All other trade marks should, For further guidance, please use the
Generic names where possible, be distinguished from the “Short Guide to Trade Mark Use and
The international non-proprietary name surrounding text in a distinctive manner Copyright” which can be found at
for a product should always be written in using one or a combination of the following: our Trade Mark Policies website and
lower case. Generic names are not trade – Capitalising the first letter of the mark, Guidelines under “Trade Mark & Copyright
marks and should not be used with the ® including each word (Advair Diskus); Marking Policy Guidelines” (connect.gsk.
or ™ symbols. – Using distinctive typeface, including com/sites/global_trade_marks/Pages/
italics or heavier weight (Cervarix, TradeMarkPoliciesInformation.aspx).
GlaxoSmithKline/GSK Aquafresh);
In general we should be using GSK, not – Capitalising all letters in the mark Always respect the trade mark rights of
GlaxoSmithKline. There will be situations (SYNFLORIX). others. Trade marks of other companies Document ref: GUI-CGA-500
where the full name will be needed to should not be used in GSK communications, Approval: Kerry O’Callaghan – VP Global Brand
refer to a specific legal entity such as except when circumstances require it. Any Owner: Phillipa Proctor
Author: Phillipa Proctor
GlaxoSmithKline Services Unlimited. prominent use may also require the consent Approval date: 31/03/2017
of the owner. Distinguish other companies’ Effective date: 00/00/2017
trade marks from text as with our own marks. Review date: 19/04/2019

History
Current version: Version 4.0
Previous versions: Version 3.2.2
Our look and feel visual identity guidelines, October 2019
© 2019 GSK group of companies. All Rights Reserved. -13-
Our look and feel visual identity guidelines  |  GSK logo | Contacts

Further information
12  Contacts

For any queries on the visual identity

please contact the Corporate Reputation
and Brand team.

We would also welcome your feedback

on your experience of implementing the
visual identity.

Please contact the Corporate

Reputation and Brand team:
Internal email: GSK our-company
External email: [email protected]
Workplace: Search ‘Corporate
Reputation and Brand’

To download all GSK brand assets

and guidelines, please visit
www.gskbrandhub.com

Our look and feel visual identity guidelines, October 2019

© 2019 GSK group of companies. All Rights Reserved. -14-
Our look and feel visual identity guidelines, October 2019
© 2019 GSK group of companies. All Rights Reserved. -15-