November 2010

p o c yl icorporate design/corporate identity

iNtroductioN

your part in protecting and promoting our most valuable assetthe dental market place has become increasingly crowded and, with several hundred implant manufacturers competing for share of mind and trust of customers, a strong global brand is a powerful, valuable asset. indeed, the Straumann brand is one of the most valuable assets we have – which is why we need to protect and promote it effectively. corporate identity and design have an important role in this.

the key to successful branding is consistency, which makes this corporate design manual so im-portant. it has been developed with the aim of achieving a higher level of brand consistency and recognition, adding value to our business. the guidelines presented here reflect our core values of simplicity, specialization, reliability, which should also be reflected in all our marketing and communication materials.

every effort has been made to keep this manual simple in order to help you and our external part-ners produce materials that have a uniform corporate style and feel. to complement this manual, which focuses mainly on printed materials, corporate guidelines for presentations are available on my.straumann. branding is not an initiative driven by a single department or cost center; it has to be supported by each employee, because each of us influences the perception of the Straumann brand in the market. to draw an analogy with sport: each player is proud (and obliged) to wear the team’s true colors and would not consider playing in anything else. belonging to the Straumann team gives us the privilege of representing one of the strongest brands in our field and puts us under the obligation of using the correct visual identity and design.

if you have any questions regarding the contents of this manual please refer to the creative Agency in our basel headquarters.

beat Spalinger

president & ceoinstitut Straumann AG

coNteNtS

1. loGo ANd clAim 1.1 Straumann company logo 21.2 Straumann claim 7

2. corporAte colorS 2.1 main Straumann colors 10 2.2 color definition and usage 112.3 Shading 13

3. corporAte foNtS 3.1 printed matters 143.2 pc fonts for correspondence and screen presentations 15

4. deSiGN elemeNtS 4.1 visuals 164.2 Stamps 174.3 photographs 18

5. priNt mediA 5.1 overview 21 5.2 layout front cover of posters, brochures & advertisements 225.3 layout inner face 245.4 layout back cover 265.5 disclaimers 275.6 footnotes 275.7 references 275.8 paper quality 28

6. buSiNeSS mAtterS 6.1 letterhead 296.2 fax paper 306.3 business card 316.4 message card 316.5 envelopes 32

7. promotioNAl itemS 7.1 Giveaways 33

8. trAdemArKS 8.1 unregistered and registered trademarks 348.2 use of trademarks 35

9. Style Guide 9.1 english manuscript guidelines 36 9.2 foreign language documents 37

10. electroNic mediA 10.1 powerpoint presentations 38 10.2 online applications (websites, portals, etc.) 39

2

1. loGo ANd clAim

1.1 straumann company logothe Straumann logo is one unit consisting of two parts which must never be modified or used in colors different from those indicated in this corporate design policy manual.

color defiNitioN

cmyKthe abbreviation cmyK stands for cyan, magenta, yellow and key black. the cmyK color model forms the technical basis for modern color printing. this version of the logo should be used in high-quality print media, e.g. for publications such as corporate image brochures, technical brochures, marketing flyers, etc.

rGbthe abbreviation rGb stands for red, green and blue. the rGb color space is used for self-luminous systems (color display). the rGb logo is used in all screen applications such as the internet, flash-banners, online newsletters, etc.

blAcKthe logo completely in black is to be used in office applications for forms like faxes, memos, advertise-ments, etc. it ensures optimal reproduction quality.

pANtoNepantone colors are a set of standard colors for printing, each of which is specified by a single number. these colors are also used for two-color printing.

Green Black

Black

Green cmyK: 100/0/100/30rGb: 0/114/45 pantone: 349 u/349 c

Black cmyK: 0/0/0/100rGb: 24/23/22 pantone: black u/black c

3

loGo ANd clAim

bAcKGrouNd colorSbackground colors can completely change the face of a logo and the recognition of a brand. the Straumann logo should always appear on a white or very light background (max. 30 % black).

exceptioNSextremely few situations may require that the logo be placed on a background color other than white (e.g. prints on promotional articles). for giveaways, a negative typeface may be used in the logo. Also, on gray background (min. 30 % black), the negative typeface may be used. please note that if the background is 100 % black, the Straumann “S” may also be white.

4

loGo ANd clAim

dimeNSioNSto maintain consistency between different printed publications, the minimum size of the corporate brand mark has been defined. the dimensions of the logo depend on the size of the media and on the specific use. please refer to the standard logo sizes below.

Format Minimum size

smaller A6 25 mm / 1.0 inchesA6 30 mm / 1.2 inchesA5 40 mm / 1.6 inchesA4/uS letter 55 mm / 2.2 inchesA3 75 mm / 2.7 inches

25 mm

30 mm

40 mm

55 mm

75 mm

5

CARE AND MAINTENANCE OF SURGICAL AND

PROSTHETIC INSTRUMENTS

Straumann® Implant System

STRAUMANN® GUIDED SURGERYLEADING THE WAY IN YOUR TREATMENT

loGo ANd clAim

poSitioNiNG the logo is always placed in a horizontal position. to maintain an optimal effect of the logo in publications, certain distances to texts and pictures have to be observed. this clear space may not be penetrated by texts or any visual elements. it is derived from multiples of the letter height of "n".

As a general rule, the Straumann logo always appears at the top center of the page in all publications (e.g. technical brochures, marketing flyers, job advertisements, etc.)

6

loGo ANd clAim

doNt'Sthese are typical examples of unacceptable uses of the Straumann corporate brand mark. these examples are useful in reinforcing how the Straumann corporate brand mark should actually be employed.

ColourNever change the colour of the corporate brand mark.

ShapesNever add shapes to the Straumann corporate brand mark.

OutlineNever use the Straumann brand mark as an outline.

TypefaceNever re-create the Straumann word mark using another typeface.

Straumann "S" the Straumann "S" (green, white or black) should not be used as an independent design element.

7

STRAUMANN® EMDOGAINIS TRUE PERIODONTAL REGENERATION

IMPORTANT FOR YOU?

Excellent clinical results 1,2,3

Clinical long-term benefit 4,5

Improved patient satisfaction 6,7

before after

More than 100 clinical publications in peer-reviewed journals demonstrate Straumann® Emdogain to be safe and effective in stimulating the formation of new

periodontal soft and hard tissue. These clinical studies involve more than 3000 defects in over 2500 patients.

1 Tonetti et al. J Clin Periodontol 2002;29:317–3252 Froum et al. J Periodontol 2001;72:25–343 McGuire et al. J Periodontol 2003;74:1110 & 11264 Heden et al. J Periodontol 2006;77:295–3015 Sculean et al. Int JPRD 2007;27:221–2296 Jepsen et al. J Periodontol 2004;75:1150–11607 Sanz et al. J Periodontol 2004;726–733

A B

Clinically documented *

Fully synthetic

Easy handling

* Froum S. J.et al. Int. J. Period. Rest. Dent. 2008; 28: 273-281A by courtesy of Dr A. FriedmannB by courtesy of Prof. N. Donos & Dr N. Mardas

straumann® BoneCeramicdo you want bone volume & vitality

around your implant?

Straumann® boneCeramic is a biphasic calcium phosphate composition (ß -tCp + Ha) that has been designed to support patients' vital bone regeneration,

while also restoring and preserving bone volume, which is critical for the esthetic result.

loGo ANd clAim

1.2 straumann claim the Straumann claim "committed to Simply doing more for dental professionals" appears on all Straumann marketing materials. this does not apply for certain exceptional cases such as scientific publications (e.g. white papers, science flashes), and patient materials (see next section).

lANGuAGethe Straumann claim may not be translated. please note that this rule also applies if the claim appears within a foreign-language text. However, it is possible in non-marketing texts to add a translation in brackets to the text for the purpose of explanation.

8

FIRM ANCHORAGE FOR TEETH

Straumann® Emdogain – for periodontal regeneration

Patient information

BEAUTIFUL TEETHQuality of life with dental implants 1

loGo ANd clAim

vAriAtioNSfor specific target audiences, the claim has been modified to the shorter "Simply doing more", for instance in all Straumann patient materials. please note that this shorter version should be restricted to patient marketing.

9

loGo ANd clAim

poSitioNiNGon all publications, the claim is always positioned center bottom of the cover page within the green bar. it is derived from multiples of the letter height of "n". its dimensions correspond to the Straumann logo at the top of the page.

10

2. corporAte colorS

2.1 main straumann colorsStraumann documents have a distinct corporate color scheme consisting of primary and secondary colors.

primAry colorthe Straumann green is one of our key visual branding elements. it is the product of considerable market research, the goal of which was to find a special shade of green that would differentiate our company. the Straumann green should therefore be used as widely as possible within the scope of the corporate design policy. it should also be the predominant color in our visual materials.

Straumann Green Straumann Green with background fading

SecoNdAry colorSlime green may be used in marketing documents to complement the Straumann green; it is mostly used as a style element in visuals, for framing illustrations and pictures or as a highlight (headlines, bullet points, etc). lime green is not the Straumann branding color and its use dilutes the branding impact of the Straumann green. lime green should be used sparingly and only where necessary.

lime green dark lime green lime green light

Gray is widely used as typeface color or for scientific tables, framing, borders, headlines, etc. in Straumann documentation; lends a clean, technical look to documentation.

Gray dark Gray Gray light

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2.2 color definition and usagein order to create a lighter and more interesting visual appearance, the main and secondary colors may be broken down into a variety of defined shades.

StrAumANN GreeN

CMYK 100/0/100/30 Pantone Uncoated 349 RGB 0/114/45 Pantone Coated 349RAL 6029

lime GreeN dArK

CMYK 35/0/100/0 Pantone Uncoated 390RGB 193/204/38 Pantone Coated 390

lime GreeN

CMYK 25/0/95/0 Pantone Uncoated 395RGB 211/214/50 Pantone Coated 395

lime GreeN liGHt

CMYK 20/0/65/0 Pantone Uncoated 3965RGB 221/224/123 Pantone Coated 3965

corporAte colorS

12

GrAy dArK

CMYK 0/0/0/70 Pantone Uncoated cool Gray 10RGB 112/113/114 Pantone Coated cool Gray 10

GrAy

CMYK 0/0/0/50 Pantone Uncoated cool Gray 7RGB 155/156/157 Pantone Coated cool Gray 7

GrAy liGHt

CMYK 0/0/0/30 Pantone Uncoated cool Gray 4RGB 196/197/198 Pantone Coated cool Gray 4

corporAte colorS

13

corporAte colorS

2.3 shadingAll Straumann primary and secondary colors may be used in various shades/tints (percentage values of solid color). Shades are used for variety and as style elements, for larger areas of colors or as highlights to support the primary color (Straumann green).

StrAumANN GreeN

100 %

StrAumANN lime GreeN SHAdiNG

100 % 60 % 50 % 40 % 25 %

StrAumANN GrAy dArK SHAdiNG

100 % 60 % 50 % 40 % 25 %

please note that 100 % gray corresponds to 70 % black.

Since Straumann green is such a vital part of our corporate appear-ance, no tints or shades are permitted for use.

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3. corporAte foNtS

3.1 printed mattersAll printed matters must be designed with a uniform visual image as depicted in the examples in these guidelines. A uniform corporate font is used to support the uniformity in design. futura is the Straumann Group's main typeface. futura and the other typefaces mentioned below have to be used exclusively. futura can be found on the enclosed cd-rom.*

ruNNiNG text & HeAdliNeS

futura light

A b c d e f G H i J K l m N o p Q r S t u v W x y Z Ä Ö Üabcdefghijk lmnopqrs tuvwxyzäöü/1234567890 Futura Light Oblique

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Ä Ö Üabcdefghijk lmnopqrs tuvwxyzäöü/1234567890

Futura Medium

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Ä Ö Üabcdefghijk lmnopqrstuvwxyzäöü/1234567890

Futura Heavy

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Ä Ö Üabcdefghijk lmnopqrstuvwxzäöü/1234567890

futura bold

abcdefghiJKlmnopQrstuvWXZÄÖÜabcdefghijklmnopqrstuvwxyzäöü/1234567890

Futura Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXZÄÖÜabcdefghijklmnopqrstuvwxyzäöü/1234567890

* Contains both the official corporate font Futura LT, which is suitable for Macintosh computers, as well as Futura STD for PC.

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3.2 pc fonts for correspondence and screen presentationsfor correspondence and screen presentations a system font has been adopted that works for office software applications and web/screen functions. Arial has been chosen as this system font because it is installed on most computers. it should be used consistently in order to ensure maximum uniformity in pc communication.

ruNNiNG text

HeAdliNe

Futura Medium

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Ä Ö Üabcdefghijk lmnopqrstuvwxyzäöü/1234567890

futura bold

abcdefghiJKlmnopQrstuvWXZÄÖÜabcdefghijklmnopqrstuvwxyzäöü/1234567890

Arial Regular

A BCDEFG HIJ K LM NO PQ RSTU V W X Y Z ÄÖÜabcdefghijklmnopqrstuvwxyzäöü/1234567890

Arial Bold

ABCDEFGHIJKLMNOPQRSTUV W X YZ ÄÖÜabcdefghijklmnopqrstuvwxyzäöü/1234567890

corporAte foNtS

16

ROXOLID®

THE NEW “DNA” OF IMPLANT MATERIALS

ROXOLID® – Exclusively designed to meet the needs of dental implantologists.

Roxolid® offers Confidence when placing small diameter implants Flexibility of having

more treatment options Designed to increase patients’ acceptance of implant treatment

REGENERATION BY DESIGN

Vital tissue gain for

long-term solutions

Periodontitis is a major patient concern and can jeopardize both tooth

preservation and tooth replacement. Straumann® Emdogain is designed

for maintaining and regenerating periodontal hard and soft tissue.

4. deSiGN elemeNtS

A number of design elements are used to maximize the visual appeal of Straumann publications. in the case of visuals or stamps, they may also represent a specific product or support a respective sales claim.

4.1 visualsin contrast to Straumann technical brochures, in which products are depicted photographically, marketing flyers and brochures heavily rely on graphic illustrations (3d visuals).* these exclusive Straumann visuals either represent the actual product (e.g. Straumann® emdogain, Straumann® gonyx, etc.), a product line (e.g. Straumann® cAreS® Guided Surgery) or relate to the claim of the product (e.g. Straumann® roxolid).

* With the exception of patient marketing material, where photographs are an essential part of the layout

17

Straumann® Roxolid®

AN

D M

ATERIAL STRENGTH! ·

· TH

E F

USION OF OSSEOIN

TEGR

ATIO

N

deSiGN elemeNtS

4.2 stampsStamps may be used to announce the launch of a product, sales milestones or umbrella brands and may be designed using lime green or darker shades of green. currently, the following stamps for Straumann® Soft tissue level implants, Straumann® cAreS® digital Solutions and Straumann® roxolid are in use:

eye-cAtcHerSeye-catchers are rectangular boxes and may also contain additional claims or give more information on a product.

GuideliNeSeye-catchers are always lime green and should adhere to a few general rules. With respect to lettering, different styles (e.g. bold, capitals, etc.) may be used; the frame thickness should not be less than 0.5 mm and the distance between box and text should be at least 1 mm. eye-catchers and stamps can be made to stand out by tilting, in which case an angle of 12° is recommended (for consistency).

18

deSiGN elemeNtS

4.3 photographsTechnical documentation by Straumann often contains more photographs than 3D visuals. pho-tographic images may also be used in marketing material. the following guidelines regarding composition, content, quality and resolution have to be observed.

GeNerAl ruleS for pHotoGrApHS*the brightness, lighting and focus need to be perfect and the product has to be clearly visible. professional photographers have the equipment and the skills to solve those issues. 'Snapshots' of the products should be avoided. the photographic images must follow the technical specifications below, in order to be fit for any kind of reproduction:

File format .psd or .tiffResolution 300 dpi at 100 %Color cmyK

pHotoGrApHS for mArKetiNG brocHureSWhile 3d visuals are the more common form of illustration in marketing brochures, photographs may also be used. they should have a natural feel and be interesting to look at. Atmospheric pictures like those shown below lend themselves well for this type of brochure.

* Whenever you use a photograph, make sure that Straumann possesses or obtains the copyright for that particular or any future publications.

19

CARE AND MAINTENANCE OF SURGICAL AND

PROSTHETIC INSTRUMENTS

Straumann® Implant System

STRAUMANN® SLActive®

SCIENTIFIC STUDIESFOURTH EDITION (2010)

Straumann® Implant System

deSiGN elemeNtS

pHotoGrApHS for tecHNicAl brocHureSthe background of these photographs should be white or light gray. usually, there is only one picture in the middle of the page. in certain situations three pictures may be used in the middle of the page. the pictures are always in a square format. the size of the square with one single picture is 56 mm. When there are three pictures, the size of the square is 37 mm. the three pictures are placed next to each other with a white space between them.

if the pictures have a gray background, there is no outline. With a white background, there is an outline around the picture of 0.5 point in 50 % black.

20

pHotoGrApHS for AdSthe background of these photographs has to be white (only white). the product is clearly recognizable. the depicted object is often shown together with a shadow.

pHotoGrApHS for pAtieNt mAteriAlpatient materials may use photographs of people in 'real life' situations. its very important that the models give the impression of being natural and unposed; naturally, they should have beautiful teeth. the age, gender and cultural background of the models should be appropriate for the topic of the brochure. the pictures should be shot by a professional photographer or be acquired from a professional agency like itsockphoto, gettyimages, corbis, etc. in all cases, Straumann must have signed permission from the model (or, in case of children, the model’s parents) for use in dental promotional material.

deSiGN elemeNtS

21

CARE AND MAINTENANCE OF SURGICAL AND

PROSTHETIC INSTRUMENTS

Straumann® Implant System

14 15

Healing Abutment

Prefabricated healing abutment

(titanium)

chapter 4.2

Customizable healing abutment

(polymer)

chapter 4.4

Temporary Abutment

(polymer with titanium alloy inlay)

chapter 4.5

(titanium alloy (TAN))

chapter 4.6

The Straumann® Bone Level Implant line puts a strong emphasis on esthetic considerations. It offers tailor-made solutions that allow for natural soft tissue shaping and maintenance in all indications. A versatile portfolio of healing and temporary abutments is available, including customizable products made of polymer for easy and fast processing.

4. SOFT TISSUE MANAGEMENT

4.1 SOFT TISSUE MANAGEMENT SOLUTIONS

3. Preoperative planning 4. Soft tissue management

Art. No. Article Dimensions Material

040.526 Thermoplastic Drill templates set, single tooth, contents:

Thermoplastic drill template for single-tooth sites (V5)

sleeve height 10 mm, inner-Ø 2.3 mm

titanium/ polymer

Guide pin (V5) length 20 mm, Ø 2.3 mm stainless steel

Drill for dental laboratory Ø 2.3 mm steel

040.527 Thermoplastic drill templates set, free-end situation, contents:

Thermoplastic drill template for free-end situations (V5)

sleeve height 10 mm, inner-Ø 2.3 mm

titanium/ polymer

Guide pin (V5) length 20 mm, Ø 2.3 mm stainless steel

Drill for dental laboratory Ø 2.3 mm steel

V5 = 5 components per packFor more detailed information, refer to the package insert “Thermoplastic Drill Template Sets” (Art. No. 150.902).

3.4 THERMOPLASTIC DRILL TEMPLATE

Drill a hole in the previously determined implant position and axis in the plaster anatomic cast. Then insert the pin into the drilled hole in order to check the implant position. Subsequently, heat the template in water until it is soft and transparent. Place the template on the guide pin and press it onto the plaster teeth. After it has cooled and been disinfected, the thermoplastic drill template determines exactly how the pilot drill (Ø 2.2 mm) is to be guided.

Drill hole template for single tooth gap Drill hole template for free end saddle

Esthetic results are crucially determined by successful soft tissue management. To optimize the soft tissue management process, various components with Consistent Emergence Profiles™ are available in the prosthetic portfolio of the Straumann® Bone Level Implant. This applies for all healing abutments, the temporary abutment and the abutments for the final restoration. Thus, the emergence profiles are uniform throughout the treatment process (for optimal healing abutment selection see chapter 4.3).

Healing abutment Temporary restoration Final restoration

ROXOLID™THE NEW “DNA” OF IMPLANT MATERIALS

S��������� R�������

AN

D MATERIAL STREN

GTH

! ··

THE

FUSI

O

N OF OSSEOINTEGRATIO

N

400

600

1000

800

0 %

20 %

60 %

40 %

42 %

58 %

0

15

10

5

35

20

25

30

18

31

CLINICAL APPLICATIONS OF ROXOLID™ SMALL DIAMETER IMPLANTSThere are situations where larger diameter implants may pose some issues. With Roxolid™ clinicians can address these situations, such as:

Narrow interdental space pThin alveolar ridge pCongenitally missing lateral incisors pMaximization of bone and vascular supply pMaximization of facial bone support p

Differentiate yourself and your practice by offering Roxolid™.

CONFIDENCE WHEN PLACING SMALL DIAMETER IMPLANTSImplants are exposed to high forces and need to demonstrate good osseointegration. These factors are especially important when small diameter implants are chosen due to their reduced size. The combination of the Roxolid™ material and the SLActive® surface specifically addresses these two parameters. Mechanical tests have demonstrated higher strength of Roxolid™ implants compared to pure titanium implants2,3. This high strength is combined with the hydrophilic SLActive® surface, whose excellent osseointegration properties have been shown in various pre-clinical4 and clinical studies.5 This delivers peace of mind for treatments with small diameter implants.

FLEXIBILITY OF HAVING MORE TREATMENT OPTIONSWhen treating patients, you want to make sure to offer them the best possible solution at all times. Therefore, you need the freedomto choose the solution you want to deliver. Due to limitations of current small diameter implants, treatment options might be reduced because of mechanical aspects, limitations regarding indications or missing prosthetic flexibility. In a non-interventional study, it has been observed that Roxolid™ implants have been used for many clinical situations.6 Roxolid™ small diameter implants provide a wide range of treatment options. This supports you in choosing the optimal solution for your patients in specific clinical situations.

New treatment options chosen with Roxolid™ Ø 3.3 mm implants

DESIGNED TO INCREASE PATIENTS’ ACCEPTANCE OF IMPLANT TREATMENTPatients’ requirements are becoming more complex. Accordingly, you strive to offer them an optimal solution and comfortable treatment. In order to meet their needs you can differentiate your practice through the benefits of small diameter implants. Roxolid™ offers greater confidence when placing small diameter implants. Roxolid™ implants can be the solution you are looking for.

Fig. 2: Histological analysis showing Roxolid™ (left) and titanium (right). They have shown a better bone in-growth behavior of Roxolid™ compared to pure titanium4

“IF YOU REALLY WANT TO MAKE NARROW DIAMETER IMPLANTS, NEW MATERIALS WILL BE NEEDED.”1

“IF WE ARE GOING TO REDUCE DIAMETER WE NEED SOMETHING STRONG.”1

Jan Gottlow, University of Gothenburg Stephen Barter, Eastman Dental Institute

Fig. 1: Tensile strength of Roxolid™ is superior to annealed and cold worked titanium2

Fig. 3: The non-interventional study demonstrates that in nearly 50 % of the cases, Roxolid™ implants have been used where small diameter implants were previously avoided6

Fig. 4: A market survey has shown that out of 31 patients which are suitable for implant treatment, 18 patients are referred to a treatment.7 Roxolid™ implants are designed to increase this acceptance for implant treatment

Tens

ile s

treng

th (M

Pa)

ASTM Titanium2 Roxolid™ Titanium

new treatment option

referred cases

old treatment option

suitable cases

Roxolid™3Titanium gr. 43 cold worked

Patie

nts

Roxo

lid™

impl

ants

5.1 overvieWStraumann publications can be roughly divided into two categories: technical documentation (e.g. step-by-step instructions/basic information brochures, product catalogs, scientific flashes, white papers, etc.) and marketing documentation (e.g. product flyers, marketing brochures, patient materials, adver-tisements, banners, etc.)

mArKetiNG

tecHNicAl

please note that this booklet only focuses on marketing documents – for more information and guidelines on technical documentation, please contact the creative Agency at Straumann HQ.

5. priNt mediA

22

5.2 layout of brochure front covers, posters and advertisementsStraumann® advertisements are crucial in representing the company and products at trade shows or in specialist journals. Accordingly, their appearance should correspond to certain general guidelines and a defined structure. the layout for the front cover of a brochure is nearly identical to that of the advertisements – only the body text 4 is omitted.

1

2

3

4

5

6

7

8

9

priNt mediA

23

explANAtioN of tHe froNt cover lAyout oN A4 formAt*1 the Straumann logo is placed at top center of the page 2 use either the full form (‘Straumann® product’) or simply ‘product’ in bold capital letters. the font

size of the headline is 24 point. 3 place the main claim below the product name in capital letters (usually not bold). this font size is

also 24 point. the line space of the headline is 34 point.4 Sales proposition for product, usually in a font size of 9 point (min. 7 point). 5 3d visual of product or visual representing claim. partial visuals (e.g. water splashes, lines) may

be used to complement the main visual (optional). 6 Additional information on the product/product line (optional). 7 the internet address and phone number of the respective country subsidiary (optional) may be

used in marketing materials as a design element (optional). the font size of this information is the same as in 4

8 the lime green bar has a height of 4 mm. on the A5 format, the height is 2.5 mm. 9 Straumann claim; for patient material, the short version is used. the green Straumann bar has a

height of 35 mm. on the A5 format, the height is 25 mm.

exceptioNSplease note that some Straumann advertisements within the framework of a larger campaign (e.g. ‘esthetics by…’) place additional weight on the main claim. in such cases, the product does not appear in capital letters in the headline and is instead marked bold within the text at least at first mention.

* Please note that all measurements are based on an A4 format and have to be proportionally modified when working in a different format.

priNt mediA

24

400

600

1000

800

0 %

20 %

60 %

40 %

42 %

58 %

0

15

10

5

35

20

25

30

18

31

CLINICAL APPLICATIONS OF ROXOLID™ SMALL DIAMETER IMPLANTSThere are situations where larger diameter implants may pose some issues. With Roxolid™ clinicians can address these situations, such as:

Narrow interdental space pThin alveolar ridge pCongenitally missing lateral incisors pMaximization of bone and vascular supply pMaximization of facial bone support p

Differentiate yourself and your practice by offering Roxolid™.

CONFIDENCE WHEN PLACING SMALL DIAMETER IMPLANTSImplants are exposed to high forces and need to demonstrate good osseointegration. These factors are especially important when small diameter implants are chosen due to their reduced size. The combination of the Roxolid™ material and the SLActive® surface specifically addresses these two parameters. Mechanical tests have demonstrated higher strength of Roxolid™ implants compared to pure titanium implants2,3. This high strength is combined with the hydrophilic SLActive® surface, whose excellent osseointegration properties have been shown in various pre-clinical4 and clinical studies.5 This delivers peace of mind for treatments with small diameter implants.

FLEXIBILITY OF HAVING MORE TREATMENT OPTIONSWhen treating patients, you want to make sure to offer them the best possible solution at all times. Therefore, you need the freedomto choose the solution you want to deliver. Due to limitations of current small diameter implants, treatment options might be reduced because of mechanical aspects, limitations regarding indications or missing prosthetic flexibility. In a non-interventional study, it has been observed that Roxolid™ implants have been used for many clinical situations.6 Roxolid™ small diameter implants provide a wide range of treatment options. This supports you in choosing the optimal solution for your patients in specific clinical situations.

New treatment options chosen with Roxolid™ Ø 3.3 mm implants

DESIGNED TO INCREASE PATIENTS’ ACCEPTANCE OF IMPLANT TREATMENTPatients’ requirements are becoming more complex. Accordingly, you strive to offer them an optimal solution and comfortable treatment. In order to meet their needs you can differentiate your practice through the benefits of small diameter implants. Roxolid™ offers greater confidence when placing small diameter implants. Roxolid™ implants can be the solution you are looking for.

Fig. 2: Histological analysis showing Roxolid™ (left) and titanium (right). They have shown a better bone in-growth behavior of Roxolid™ compared to pure titanium4

“IF YOU REALLY WANT TO MAKE NARROW DIAMETER IMPLANTS, NEW MATERIALS WILL BE NEEDED.”1

“IF WE ARE GOING TO REDUCE DIAMETER WE NEED SOMETHING STRONG.”1

Jan Gottlow, University of Gothenburg Stephen Barter, Eastman Dental Institute

Fig. 1: Tensile strength of Roxolid™ is superior to annealed and cold worked titanium2

Fig. 3: The non-interventional study demonstrates that in nearly 50 % of the cases, Roxolid™ implants have been used where small diameter implants were previously avoided6

Fig. 4: A market survey has shown that out of 31 patients which are suitable for implant treatment, 18 patients are referred to a treatment.7 Roxolid™ implants are designed to increase this acceptance for implant treatment

Tens

ile s

treng

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ASTM Titanium2 Roxolid™ Titanium

new treatment option

referred cases

old treatment option

suitable cases

Roxolid™3Titanium gr. 43 cold worked

Patie

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5.3 layout inner face in contrast to technical brochures, there is no set of ‘rules’ regarding the content of marketing documents. However, there are certain general guidelines which we recommend you follow when creating a manuscript and visualizing a layout.

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explANAtioN of tHe iNNer fAce lAyout oN A4 formAt*1 the green Straumann bar has a height of 13 mm. in the A5 format, the height stays the same. 2 the lime green bar has a height of 2 mm. in the A5 format, the height stays the same.3 the document should contain an introduction with text/bullet points listing the main features or

benefits of the product/system (usually in a font size of 9 point).4 the main text may feature product pictures, additional services, or scientific sources. it may also

mention related products, application range, etc.5 in the case of tables or graphs, use a combination of lime green and gray for a fresh, light look.6 in case of the latter, footnotes in short documents should be limited to a minimum (usually in a font

size of 7 point).7 to create distinctly product-specific brochures, the respective visuals reappear partially as design

elements within the documents.

in marketing brochures, the dark green bar is usually placed on the top of the page, but may also appear on the bottom. in rare cases, use of a lime green bar may be permitted as a design element. in technical brochures, the bar must be placed on the top of the page!

* Please note that all measurements are based on an A4 format and have to be proportionally modified when working in a different format.

26

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Alvéolos post-extracción Defectos intraóseos/ furcaciones

DehiscenciasElevación de senoDefectos óseos de la cresta alveolar

EXCELENTE MANIPULACIÓN Y SERENIDAD

100 % sintético, elimina cualquier riesgo de transmisión de enfermedades pStraumann p ® BoneCeramic absorbe rápidamente los líquidos, por lo que se adhiere al instrumento de aplicación y, posteriormente, al defecto óseo.

AMPLIA GAMA DE INDICACIONES

UN ESTÁNDAR PARA EL ÉXITO

Estudios sobre Straumann® BoneCeramic1. Cordaro L. et al. Clin. Oral. Impl. Res. 2008; 19: 796-8032. Froum S. J.et al. Int. J. Periodontics Restorative Dent. 2008; 28: 273-2813. Artzi Z. et al. Clin. Oral Impl. Res. 2008; 19: 686-6924. van Assche N. et al. Poster EAO 2007. Data on fi le (study CR 04/05)5. Mardas N. et al. Poster IADR 2008. Data on fi le (study CR 03/05)6. Friedmann et al. Clin.Oral Impl. Res. 2009; 20: 708-147. Zafi ropoulos 2007. Periodontol. 2007; 78: 2216-22258. Jensen et al. J Biomed Mater Res B Appl Biomater. 2009; 90(1): 171-819. Jensen S. S. et al. Clin. Oral. Impl. Res. 2007; 18: 752-76010. Schwarz F. et al. Int. J of Oral & Maxillofacial Surgery 2007; 36: 1198-1206

IndicacionesElevación de senoElevación de senoElevación de senoDehiscenciasPreservación de las dimensiones de la cresta alveolarElevación de seno y aumento lateralDefectos periodontalesEstudio preclínico, defectos estandarizados en la mandíbulaEstudio preclínico, defectos estandarizados en la mandíbulaEstudio preclínico, dehiscencias

© Institut Straumann AG, 2009. Reservados todos los derechos. Straumann® y/o otras marcas registradas y logotipos de Straumann®

aquí mencionados son marcas o marcas registradas de Straumann Holding AG y/o sus filiales. Reservados todos los derechos.

«Hemos utilizado BoneCeramic más de 1.000 veces y se ha convertido en una valiosa ayuda cuando se requieren medidas de aumento. Se ha convertido en un estándar por sus componentes totalmente sintéticos, su volumen constante y un índice de éxito muy elevado de hasta el 99,6 %.» (Dr. A. Stricker)

«Mi elección de SBC como material de injerto se basa en sus propiedades osteoconductoras y conservadoras del espacio, imprescindibles para el apoyo estructural a largo plazo de los tejidos periimplantarios duros y blandos. La degradabilidad de la cerámica ósea es una propiedad deseada, ya que permite la sustitución gradual del injerto por hueso vital, capaz de conseguir la osteointegración.» (Dr. B. Levin)

www.straumann.com

© Institut Straumann AG, 2010. All rights reserved.

Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved.

SET T ING THE D IE PARAMETERS

by approx. 10 – 20 %

by approx. 0.01 – 0.02 mm

by approx. 0.01 mm

by approx. 0.01 mm

by approx. 0.01 mm

Normal preparation No parameter adjustments necessary

Sharp incisal edge Increase Correction of milling radius to allow for the sharp edge

Flat preparation, very conical preparation Increase Beginning of spacer above PL (up to max. 2/3 of die height) to achieve more friction

Reduce Cement gap for a tighter fit

Preparation with parallel walls without shoulder Increase Cement gap to achieve a looser fit

Preparation with parallel walls and shoulder Reduce Beginning of spacer above PL until the colored zones inside the copings decrease

Increase Cement gap to achieve a looser fit

Parallel walls on bridges In bridge situations there may be opposing parallel walls with colored areas inside the copings

Reduce Beginning of spacer above PL until the colored zones inside the copings decrease

Increase Cement gap to achieve a looser fit

The information above applies to all materials and is provided to optimize the individual fit. We generally advise you to use default settings or to make only minor adjustments.

IPS e.max® is a registered trademark of Ivoclar Vivadent AG, Liechtenstein. © Institut Straumann AG, 2010. All rights reserved. Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved. 04

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5.4 layout bacK coverideally, the back of a cover presents some sort of ‘overview’ of a system, product application or summary of previously mentioned content (e.g. benefits and features). in the layout, the partial design elements may be repeated. the back cover always ends with the green Straumann bar containing the website address in white font. the dimensions of the green Straumann bar and the lime green bar on the bottom are the same as on the front cover.

27

5.5 disclaimerson all Straumann publications, products by Straumann or other manufacturers have to be accounted for in a disclaimer. the following standard texts have been defined for the six Straumann languages; for any other language, please make sure to define your own foreign language version and use it consistently in all publications. the standard text may not be modified or altered in any way.

on brochures, the disclaimer is placed underneath the Headquarters address. in shorter publications, the disclaimer appears either above the lime green bar or, to save space, vertically on the right-hand side of the page.

eNGliSH Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are trademarks or registered trademarks of Straumann Holding AG and/or its affiliates.

GermAN Straumann® und/oder andere hier erwähnte marken und logos von Straumann® sind marken oder eingetragene marken der Straumann Holding AG und/oder ihrer verbundenen unternehmen.

freNcH Straumann® et/ou les autres marques commerciales et logos de Straumann® mentionnés ici sont des marques commerciales ou des marques déposées de Straumann Holding AG et/ou de ses sociétés affiliées.

itAliANStraumann® e/o altri marchi e loghi di Straumann® qui citati sono marchi di fabbrica o marchi registrati della Straumann Holding AG e/o delle sue aziende collegate.

SpANiSH Straumann® y/u otros marcas y logotipos de Straumann® aquí mencionados son marcas o marcas registradas de Straumann Holding AG y/o sus filiales.

portuGueSe Straumann® e/ou outras marcas comerciais e logótipos de Straumann® aqui mencionados são marcas comerciais ou marcas comerciais registadas de Straumann Holding AG e/ou suas afiliadas.

5.6 footnotesfootnotes must be clear and easy to read. they should be in a font size that is appropriate to the size of font used in the main body. 7 point is the minimum. Where possible and appropriate, footnotes should appear on the same page as the mention in the text.

5.7 referencesthe font rules for footnotes also apply for references, which should be consistent with the 'vancouver' style of referencing and may appear on the same page as the mention in the text, or collectively on following pages or at the end of the chapter / text.

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5.8 paper Qualitypaper is more than just a carrier of printed information. like the character of a type-face, the nature and feel of paper play an important role in the overall impression made. When selecting paper, it should be remembered that different types of paper also convey different moods, due to structure and surface. the optical and tactile impression of the paper quality of a printed item should therefore not be underestimated. matte art paper is always recommended for printed matter.

the minimum requirement for the production should be 100 % chlorine-free bleached cellulose material. the fineness of the paper, which can be felt, and the matte effect, express understatement and create an impression of high quality. they convey the modern thinking of Straumann and have the effect of being pleasant and friendly. printers will be pleased to advise in the selection of paper based on the information below.

Paper brand luxoArt SilK; white, coated semi-mattePaper thickness brochure cover/flyer 250 g/m2; content 135 g/m2

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29

Institut Straumann AG ▪ Peter Merian-Weg 12 ▪ CH-4002 Basel ▪ SwitzerlandPhone +41 (0)61 965 11 11 ▪ Fax +41 (0)61 965 11 14 ▪ info@traumann.com ▪ www.straumann.com

Please contactAuthorTelephone+41 965 10 00Telefax+41 61 965 10 00Mobile+41 79 000 00 00E-Mailfi rstname.lastname@straumann.com

Firstname LastnameRoad xxxxxx Town

Headline

Rud delismodiam duipsum sandionulla feuguer iliquis doleniam ilit lan ulla autat aliquam dunt utpatem quat, velis nulla alit, quis et, susto corpero core te tat, quatuerat, quipis nismolor aliquip sustie magna faciduipsum zzrit ad te faccum ilit alis eum vendrercinim alismodio doloboreet, velesto dit ea commy num ing ex eril essit nullan vel ut nosto odiamconse magna aliqui tem quis euismol orercin utatis nonse tie volessequi blan ulluptatis exer sit, quamconum ip eliquisi blaorercin et autem irit ulput at. Magnibh ea facinibh etum ercidui blandio odigna feugue ex esent vel iureet ex eum dolobore conse-quisi ea faccum in ulla feugiam commod modolore velis nonsendre duipsum vel utat praeseq uatetue commy nonsectet lore vel utat velessectet nulla corem veratue veniamet aut ate dolute ea feu feugiam veliscin vero odipis dolor secte doloborem eliqui blandigna facipis modolobore tate venibh ea con eu feugiat.Ed tet, sum num incip ent dignit am, veliquat. Ut ea facipsum il ea alit velit am veros nullum autpatum-san ut ero do eraesto core min utpat.Quat. Estie ex ercilis ad te faciduis nostrud tatuerc illaorperos ea alis am vullam dunt loreetum in henis nostincilit wis dunt velendre commy niam, sustrud magna ad et lorer sim at dolum do dip et lutpatu erilism odigna feu feumsan utem ing endre faci et adignisit velenis sequiss equatueros dignibh eugait numsandit laore magna faci essequisci tat nos nulputem quis adip ex eros er iniat verit, quipsum quat wisim accum velenim ate consequisi exeros ex exero consed tat alit et erostrud eugue commy num nis nulla faccum estrud delessenit incidunt laore vullam, cor accum vercing eugait praesecte eriliquatie dolorpero dolobore delismodo odolore min vulput ilis nibh et amcor autem do el esequis dunt lamet iriusto eliscil ilis eugueros num irilit niam delent veliquat nonsequis dolore consed tat, conullaor sectem quat wissit veliquis nisit ut ulla facil del eumsan.

6.1 letterheadletterheads follow the general rules of the guidelines. the green fading bar at the bottom has a height of 10 mm (0.39“). No lime green flash is used on business documents! the size of the logo is 55 mm (2.16“) and the letterheads are diN A4 (210 x 297 mm) / uS letter (8.5” x 11”). All text printed from a pc should use Arial.

6. buSiNeSS mAtterS

1

2

3

4

6

5

1 Strauyamann logo 2 recipient address3 Sender address and date

4 body text Arial 9/14 pt.5 contact information6 Green background with fading

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Institut Straumann AG b Peter Merian-Weg 12 b CH-4002 Basel b SwitzerlandPhone +41 (0)61 965 11 11 b Fax +41 (0)61 965 11 14 b info@straumann.com b www.straumann.com

This telefax is confidential and may contain legally privileged information. If you are not the intended recipient, please inform the sender immediately and delete this telefax including any attachments.

Headline

Rud delismodiam duipsum sandionulla feuguer iliquis doleniam ilit lan ulla autat aliquam dunt utpatem quat, velis nulla alit, quis et, susto corpero core te tat, quatuerat, quipis nismolor aliquip sustie magna faciduip sum zzrit ad te faccum ilit alis eum vendrercinim alismodio doloboreet, velesto dit ea commy num ing ex eril essit nullan vel ut nosto odiamconse magna aliqui tem quis euismol orercin utatis nonse tie volessequi blan ulluptatis exer sit, quamconum ip eliquisi blaorercin et autem irit ulput at. Magnibh ea facinibh etum ercidui blandio odigna feugue ex esent vel iureet ex eum dolobore consequisi ea faccum in ulla feugiam commod modolore velis nonsendre duipsum vel utat praeseq uatetue commy nonsectet lore vel utat velessectet nulla corem veratue veniamet aut ate dolute ea feu feugiam veliscin vero odipis dolor secte doloborem eliqui blandigna facipis modolobore tate venibh ea con eu feugiat.

Ed tet, sum num incip ent dignit am, veliquat. Ut ea facipsum il ea alit velit am veros nullum autpatumsan ut ero do eraesto core min utpat. Quat. Estie ex ercilis ad te faciduis nostrud tatuerc illaorperos ea alis am vullam dunt loreetum in henis nostincilit wis dunt velendre commy niam, sustrud magna ad et lorer sim at dolum do dip et lutpatu erilism odigna feu feumsan utem ing endre faci et adignisit velenis sequiss equat ueros dignibh eugait numsandit laore magna faci essequisci tat nos nulputem quis adip ex eros er iniat verit, quipsum quat wisim accum velenim ate consequisi exeros ex exero consed tat alit et erostrud eugue commy num nis nulla faccum estrud delessenit incidunt laore vullam, cor accum vercing eugait praesecte eriliquatie dolorpero dolobore delismodo odolore min vulput ilis nibh et amcor autem do el esequis dunt lamet iriusto eliscil ilis eugueros num irilit niam delent veliquat nonsequis dolore consed tat, conullaor sectem quat wissit veliquis nisit ut ulla facil del eumsan.

telefax message1 / 2

to: max musterfrom: sandra musterCopy: sven musterDate: 01. November 2010Re: Pages: 2 fax-No: 555 5555 55 55

6.2 faX paperfax paper is printed in black and white. please note that this is the only medium on which the 100 % black logo may be used. for improved readability, the margin for text and logo is wider than on other materials. the green bar is not incorporated on fax stationery.

the fax Word template is uploaded automatically to all pcs of Straumann employees.

buSiNeSS mAtterS

1

1.5 mm

2

3

4

1 Straumann logo 2 fax data

3 body text Arial 9/14 pt.4 contact information

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Straumann Holding AG Peter Merian-Weg 12 CH-4052 Basel Switzerland www.straumann.com

Direct Dial +41 (0)61 965 11 11Phone +41 (0)61 965 11 11Fax +41 (0)61 965 11 11 Mobile +41 (0)61 965 11 11firstname.lastname@straumann.com

Firstname LastnameTitle/Function

6.3 business cardStraumann business cards are the same size as a standard credit card (85 mm x 54 mm/3.375” x 2.125”) and use a horizontal format. optionally (eg. for sales representatives), a two-sided business card may be used. for cost reasons, it is recommended that business cards should be printed using pantone color. please note that the lime green flash is not used on business cards.

the template is available for download on the cd-rom.

6.4 message cardmessage cards have a format of 148 x 105 mm (5.83” x 4.13”). the height of the green bar is 15 mm (0.59”) and contains the web address. please note that the lime green flash is not used on message cards.

buSiNeSS mAtterS

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Institut Straumann AG ▪ Peter Merian-Weg 12 ▪ CH-4052 Basel ▪ Switzerland

CO

DIN

G A

REA

FRANKING AREA

FRA

NK

ING

ARE

A

Institut Straumann AG ▪ Peter Merian-Weg 12 ▪ CH-4052 Basel ▪ Switzerland

FRANKING AREA

CODING AREA

10 MM10 MM10 MM

6.5 envelopesbefore production, please check your national postal requirements. if necessary, please change the design accordingly and send a specimen to creative Agency for approval.

buSiNeSS mAtterS

1

1 these zones must stay white and may not contain any elements.

33

7. promotioNAl itemS

7.1 giveaWaysAll Straumann promotion material should use white, gray, silver or, in rare situations, black as a basic color. Straumann Green should be used for color accents on gifts (e.g. clip on a pen, collar on a shirt). the Straumann logo should always be printed in its original colors. However, there can be exceptions (e.g. Straumann notebook).

34

the consistent presentation of Straumann products is a key factor in the creation of marketing and other materials. this includes correct usage of product branding, including unregistered and registered trademark symbols.

8.1 unregistered and registered trademarKs the following list provides an overview of Straumann brands and products and their registration status as designated by the symbol.

loGoS

StrAumANN® cAreS® diGitAl SolutioNSStraumann® cAreS® visualStraumann® cAreS® Scan cS2Straumann® cAreS® cAdcAmStraumann® cAreS® Guided Surgeryetkon™etkon™_visualcoron®

polycon®

ticon®

zerion™

productSbiora®

emdogain®

prefGel®

boneceramic™

membraGel®

8. trAdemArKS

35

mAteriAlS & product liNeSSlA®

synocta®

SlActive®

Water implant (as a registered design)cAreS®

crossfit®

bone control design™roxolid®

SloGANS/tAG liNeSmore than implants™ Naturally attractive™ eliminate the dip® the surface with success built in® consistent emergence profiles™

productSplease note that this list reflects the status of registrations (September 2010) and is subject to change. this list is not intended to be exhaustive; adhering to this content will not guarantee or substitute for final approval of a marketing document. please also note that some registrations are valid for some regions only.

8.2 use of trademarKsAs a general rule, products should carry their respective trademark or registered sign at least once on each page, preferably at first mention (e.g. in headlines, introductions, etc.). for repeated use within one document, Straumann HQ recommends using the symbols as consistently as possible. if a product appears together with the registered Straumann® (e.g. Straumann® emdogain, Straumann® SlActive, etc.), the registered sign behind the product is usually dropped to avoid ‘overloading’*. this particularly applies to highly visible texts in headlines, advertisements, etc.

trAdemArKS

* Please note that ‘CARES®’ must always be mentioned carrying its registered trademark sign and may never appear without the preceding ‘Straumann®’. Also, the usage of ® combined with ™ (e.g. Straumann® MembraGel™) is permitted.

36

Style ANd trANSlAtioN Guideone of the most challenging endeavors of a multi-national, multi-lingual company like Straumann is the development of a ‘corporate language’ which is internationally understood and recognized. please refer to the following recommendations for the writing of original manuscripts in english and adhere to the translation guidelines in all subsequent processes.

9.1 english manuscript guidelinesAs a general rule, documents are written in english and are passed through an approval process at headquarters in basel, Switzerland before they are released for publication. for stylistic and formal coherence, the following should be observed:

coNteNt marketing documents should place an emphasis on the main sales proposition of the respective product and should be conceived according to the formats usually employed by Straumann (e.g. one-page advertisement, four-page flyer, marketing brochure, etc.).

in very short documents, footnotes should be avoided whenever possible. the use of more than one expression/term for one and the same product/procedure/system should be avoided.

coherent and correct usage of trademarks and third-party product references should be ensured throughout the document.

Standard texts such as disclaimers or similar (if such exist for the respective product) create a uniform look across our documentation and should be used if available.

formAt All Straumann documents follow American english spelling rules: color vs. colour, analyze vs. analyse,

enrollment vs. enrolment, center vs. centre, catalog vs. catalogue, check vs. cheque, judgment vs. judgement, license vs. licence, program vs. programme, counseling vs. counselling.

for english, Straumann employs the dot as the decimal sign on the baseline (e.g. 5.2). in units of measurement, a non-breaking space has to be placed between number and unit (e.g. 100 km, 40 %, 26 °c, Ø 6 mm), in accordance with the international System of units (Si).

commas may not be used to separate long sequences of digits (e.g. 200 000). use upper case and singular case when referring to the specific product name (e.g. drill stop as a generic name vs. Straumann® drill Stop).

double quotation marks “ ” are reserved for speech. Single quotation marks ‘ ’ are used to highlight / distinguish words / terms in text and to use within quotations / speech, e.g. “i admire Straumann’s principle of ‘simply doing more’,” he said.

9. Style Guide

37

9.2 foreign language documentsforeign language documents are a vital tool in representing Straumann’s corporate identity products in different markets worldwide. When creating original documents in a language other than english, the points mentioned in the content section of chapter 9.1 should be observed. for translation, the following additional guidelines must be observed:

coNteNt unless different legal or regulatory requirements apply, it is vital that the wording of the original document be maintained. content may not be added or modified, unless the requested changes were previously approved and implemented into the english master copy by HQ or have under-gone the standard approval process in the jurisdiction of the respective language.

to maximize readability and to minimize potential legal implications, it is absolutely vital that technical documentations, user manuals and similar texts always use consistent terminology in all languages.

formAt for languages other than english, Straumann employs the comma as the decimal sign on the baseline (e.g. 5,2).

With abbreviations, it is recommended that the translator places the abbreviation and its english long form in brackets following the translation, e.g. deproteinisiertes bovines Knochenmineral (dbbm, deproteinized bovine bone mineral). if an official abbreviation exists and is known in the country, the translator places the official abbreviation in brackets following the translation of the long form, e.g. estados unidos (ee.uu.)

do Not trANSlAte product and company names: institut Straumann AG, Straumann Holding AG, Straumann cAdcAm GmbH, Straumann® membraGel™, Straumann® dental implant System, Straumann® cAreS®

Guided Surgery, Straumann® cAreS® digital Solutions, Straumann® boneceramic, ipS e.max® cAd, etkon™_visual

the Straumann claim: Committed to simply doing more… titles relevant to Straumann® in the framework of a new corporate marketing appearance, launch, campaign, etc. (e.g. ‘for life’).

footnotes, references, bibliography (titles of articles, publications, etc.)

Style Guide

38

10.1 poWerpoint presentationspowerpoint is a key tool for sharing information on Straumann externally. it is important, therefore, that powerpoint presentations have a consistent Straumann feel and look. furthermore, they should reflect our core beliefs of simplicity and reliability (quality). the Straumann guidelines for powerpoint presentations – with templates, rules and recommendations – are available on my.straumann. the template is also available directly in powerpoint. the examples below can be found with further details in the template.

10. electroNic mediA

39

10.2 online applications (Websites, portals, etc.)Graphic and layout requirements for online publishing differ from those for print media. Neverthe-less, the principles of the Straumann corporate design / corporate identity policy are still valid, although their application may vary. for this reason an Appendix containing rules and guidelines will be developed and published on my.straumann.

electroNic mediA

International Headquartersinstitut Straumann AG peter merian-Weg 12cH-4002 basel, Switzerlandphone +41 (0)61 965 11 11fax +41 (0)61 965 11 01

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© institut Straumann AG, 2010. All rights reserved.

Straumann® and/or other trademarks and logos from Straumann® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved.