Brand territory

Key points of our positioning

The brand territory depicts the group of guidelines that will
help to transmit and reinforce the Almiralls positioning in
everything we do and communicate.

www.almirall.com
Table of contents

Almirall: one corporate brand. One voice. 3

Where does the Almirall style come from? 4

From our brand attributes

Our differentiating brand attributes. 6

A reflection of our global positioning.

Verbal style 8
Closeness 9
Excellence 13
Practicality 17

Visual style 21
Photographic language 22
Illustration 27
Typography 29
Almirall: one brand. One voice

Almirall is a company with a unique personality. Each of us has the opportunity to

express the Almirall personality in what we do, from what we say to what we write,
through the way in which we interact with our audiences and amongst ourselves,
through the way in which we use the brand identity elements: such as our logo,
corporate signature or images that form part of our communications and which
define ourselves.

Our style of verbal and visual communication must convey the message we make to
each of our audiences.

The following pages capture the spirit of our brand and show how we can better
communicate our brand (our positioning) and express our unique personality.

The brand territory includes a set of guidelines that have been developed to align our
communications with the positioning and to promote a more striking and consistent
experience for our internal and external audiences.

3
 Where does the Almirall style come from?
From our brand attributes.

The way in which Almirall speaks is an essential part of our brand. The way in
which we say things, the way we express ourselves, is as important as what we say.
Each time we use words, images and illustrations, we create an impression with our
message and the way we convey it. Although our intention is not for everyone to
communicate or speak in the same way, we do want to make sure that we all
understand who Almirall is.

The attributes that define us

Defining Almirall has two main attribute levels:

1. Valued attributes
Firstly, we have valued attributes that define the special way in which we work and
how we understand business. Not all firms can say they work the same way. The
set of valued attributes includes the corporate values: professionalism, innovation
and creativity, effectiveness and agility, teamwork, leadership, customer focus and
transparency.

2. Differentiating attributes
Secondly, we have differentiating attributes, which include attributes that best
differentiate us in the market and in the minds of our audiences. There are only 3:
Excellence, Closeness and Practicality. Above all, our external communications must
focus on these values. And, of course, so that we can comprehensively communicate
them externally, they must be seamlessly incorporated into the companys culture.
This document is based on the communication of these attributes.

4 Brand territory
The essence of people is a combination of attributes. The overall sum is our definition.
However, we do not always show our full range of values, nor do we show them at the
same time. According to the situation, the person we interact with, the circumstance
or the objective we pursue, we show one value or another of our personality. Despite
this, we keep to one style: our style; a flavour, an aroma, a gesture, a way of thinking,
a tone of voice that defines us and makes us unique.

The same is true of companies. They are a sum of values; they have a characteristic
style and personality which is present in their interactions with their audiences. And
each contact does not necessarily show the company in its entirety. It is enough to
show a style that is coherent in terms of who we are; consistent in time, through
different communications and interpersonal interactions.

5
 Our differentiating brand attributes.
A reflection of our global positioning.

Every brand name positions itself in the minds of its audiences one way or another.
And if we do not decide how our corporate brand should be positioned it will
be perceived in a given way, despite what we may want, since our audiences will
continue to receive a variety of impressions from Almirall. Consequently, we have
worked on a global positioning:

Almirall is one of the leading companies in healthcare that conducts research,

produces, distributes and commercialises pharmaceutical products for human
use in over 70 countries.

Given our leadership drive, we are innovative in how we think, research and operate.

We approach healthcare needs by focusing on practicality and agility, in a highly

efficient way, offering the best array of services and innovative products on the market,
whether they are licences or products from our own research and development.

Your concerns are our priorities, that is why we are anticipating your needs and
offering a custom-made professional and closer approach to make your life easier.

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The following attributes best convey this positioning and best complement our
corporate values to set us apart in the minds of our audiences:

Closeness
Excellence
Practicality

7
 Verbal style

Tone of voice
and content of messages
aimed at conveying
new positioning

8 Brand territory
 Closeness
We work with a practical and agile focus when understanding needs associated
with health, with a high level of efficiency and effectiveness, offering the best range
of innovative products and services available on the market, from our own research
and development or licensed products.

We are care about your priorities, we anticipate your needs, offering a close and
personalised professional service, to make your life easier.

Closeness implies being humane and accessible, with a high level of technical
expertise to bring us closer to our external audiences, following-up our actions,
personalisation, generating value-added opportunities for our internal and external
audiences, proactivity, involvement, knowing how to identify with others.

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 Closeness. Tone of voice

Humane
So as the brand to maintain a human tone, the language must convey warmth,
kindness, trust, involvement, solidarity. Closeness does not mean being familiar
with the doctor. Almirall approaches its audiences professionally, by knowing their
needs, with technical expertise and excellent information.

Personalised
Our audiences emotions mean they connect with their family, their businesses/jobs,
their friends, their deep inner world. In its language, the brand evokes positive humane
feelings. This should not imply using sentimentality, or the Almirall tone implies a
language replete with involvement. Personalised from the we to the you. We are not
referring to being familiar here either, but rather to involvement, personalisation,
accessibility, knowing how to identify with others without losing sight of our objective.

Accessible
The discourse must be understandable. Although the use of technical terms is necessary,
the rest of the language must not include difficult words or lead to confusion. An
accessible language.

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Closeness. Content the messages
We must not take the following texts literally or as headings or slogans
for an advertising campaign but rather as concepts or ideas that are to
be conveyed.

For external audiences:

The customers, our focus

They are the most important for us and we offer them our products and services.

A service that is always at their disposal

We are highly prepared and informed in order to be able to assist them in their
needs. We know our customers very well, we understand the dynamics of their
priorities and we value their time. We work on the creation of services designed
to provide them with value.

Product
We value our customers priorities and work on the continuous development of a
portfolio of products to provide them with solutions for their patients.

We take care of their priorities

Consequently the doctor, associations, pharmacists, etc. obtain high added value for
taking part in congresses, symposiums, conferences, workshops, etc. or collegues for
the time they invest in receiving our medical representatives.

All customers are unique: personalisation

We consider ourselves their allies and we continuously strive to provide them with
the best options available: our own research and development products and top-level
licences. We provide them with relevant scientific information, training, etc.

From one professional to another

At Almirall, we approach our audiences professionally, by knowing their needs,
with technical expertise, and excellent information. Being informed and prepared
brings us closer to our customers. It allows us to help them more effectively with
their needs and provide a better service.

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 For internal audiences:

For the customer, you make the difference

We all have a great responsibility in the companys activity chain, whether we are in
direct contact with the customer or not, whether the customer is internal or external.
We should consider the efforts of each person, the value of those efforts and highlight
their responsibility in achieving the companys goals. We should create involvement
and personalise functions. Support and recognition will help us create a close and
humane environment.

When we are seeking customer satisfaction we are all members

of a team
The teams should not only work to find errors or to propose solutions and strategies;
all members of the organisation should be prepared to work for our customer satisfaction,
internal and external. The overall sum of all our respective functions is Almirall. The overall
sum of all our efforts is the key to success.

Open communication
Transparency and clarity when we communicate makes us more accessible and
closer.

12 Brand territory
 Excellence
Given our vocation for leadership, we feel that we are innovators in the way we
think, research and operate.

We work with a practical and agile focus towards the understanding of needs associated
with health, with a high level of efficiency and effectiveness, offering the best range of
innovative products and services available on the market, from our own research and
development or those under licence.

Excellence implies effectiveness, efficiency, conscientiousness, quality, professionalism,

results focus, continuous effort to improve, thoroughness and innovation.

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 Excellence. Tone of voice

Precise
The information we share must be precise and must convey a sensation of importance
for our audiences. Our language must be clear and direct (avoiding passive sentences).
Show self-confidence. The quality of our work must also be reflected in our commu-
nications: consistent documentation with rigorous content that is helpful to the
recipient.

Creative
Our vocation for leadership must take us to the top of the group. Our continuous efforts
towards improvement guide our creative capacity and our ability for innovation in our
communications. Creativity is based on ideas. We have to imagine new options and
see where they might lead. Almirall is a creative company with a wealth of resources.
Our progress and our products speak for themselves. But we must also make sure that
we are using appropriate language to transmit our innovative spirit. Consequently,
we should not be afraid of being creative when writing, of proposing new forms, of
communicating. We should concentrate on what we really want to convey. We will
never appear to be innovative if we use clichs. Our company is not like others so our
words and the way we communicate should also be different from the rest.

14 Brand territory
Excellence. The content of messages
We must not take the following texts literally or as headings or slogans
for an advertising campaign but rather as concepts or ideas that are to
be conveyed.

For external audiences:

Innovation is our path

Our leading position in the Spanish market and our spirit of international growth
lead us on the road of innovation. Our mission is not only to provide the market
with top quality products, but also to work towards creating high value-added
services to support our customers. We research to promote the creating of new drugs.
We license. We collaborate with various research centres to articulate the transfer
of new technologies and innovative criteria. We improve their training and we
provide them with the latest scientific information. We should communicate our
achievements and speak of our research with pride.

Effectiveness and efficiency, the way we understand our work

We work with the best professional experts in a variety of areas and we collaborate
with various top companies for the development and marketing of certain drugs.
What we do, we do it well.

Top quality products and services

Our aim is to provide society with the best range of innovative products available
on the market, from our own research or those under licence. Quality, rigour and
results are the three pillars of the way we work.

15
 For internal audiences:

Exceeding expectations, our challenge

Anticipating needs and giving more than expected are two factors of key importance
to ensure our customers satisfaction and loyalty. Our vocation for leadership must
be an everyday task. Information, technical knowledge and creativity must be our
greatest allies. Professionalism means doing it well. Excellence means doing it better.

Keep to every promise you make

Trust is earned by keeping to promises. Rigour and a self-demanding attitude must
accompany all our efforts.

No matter how good a service is, it can always be improved

We should find efficiency in every process and move away from bureaucratic attitudes.
We should work as a team, not in bunkers. We should encourage teams to provide
ideas that help us improve the way the organisation works. We should keep moving.
We should value efforts to improve and aim for results. Excellence is everybodys
responsibility.

Nothing is impossible when you set your mind to it

Shared challenges are one of the pillars of our excellence.

16 Brand territory
 Practicality
We work with a practical and agile focus by understanding needs associated with
health, with a high level of efficiency and effectiveness, to offer the best range of
innovative products and services available on the market from our own research and
development or under licence.

Practicality implies simplicity, focusing on what is important and relevant for our
audiences; agility, being direct (not beating about the bush, not being bureaucratic),
optimising resources, efforts and time, with clarity and functionality.

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 Practicality. Tone of voice

Direct
The search for clarity in our actions and words must be a part of our daily work. We
should use clear, understandable and professional language. We should be coherent
and use grammatical constructions that help us express our ideas clearly. We should
use practical language and speak in the first person, not being afraid when addressing
our audiences. We should be transparent and avoid passive constructions. We should
provide evidence to our information in a structured and straightforward manner,
optimising resources and maximising the potential of each action.

Agile
We should use concise and clear messages. Functional simplicity. Being agile implies
being dynamic, and seeking that dynamism when we communicate. Varying the
rhythm using short and long sentences. We should make our documents easy to
read and self-explanatory. We should highlight what is important and always aim
to be practical.

18 Brand territory
Practicality. The content of messages
We must not take the following texts literally or as headings or slogans
for an advertising campaign but rather as concepts or ideas that are to
be conveyed.

For external audiences:

We offer you the best options available today

Our product portfolio combines our own research and development products and
licences. The market is full of top quality options and we bring them to you. We put
them within your reach. Because you need options today. We research, we offer
our own products and licences from leading companies who trust in Almirall.
Lets speak about all this.

Your growth is our growth

We have a broad understanding of health requirements: your requirements.
Consequently, in the same way that we bring you the best products on the market,
we create a range of additional services to help you in your professional growth.
Because your growth is our growth.

Prepared to always do it better

We work every day to keep on growing in and out. And our growth is the result of
things well done, of commitment to our own research, obtaining the best licences,
licensing our products, increasing our services, surrounding ourselves with the best
professionals, constantly developing our social responsibility, evolving with our
environment, always considering our customers as our key objective.

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 For internal audiences:

Optimising resources makes things easier

The company has many resources; we should use them. We should innovate
and be creative but without reinventing the wheel. We should make use of our
experience, improve our efforts and take advantage of team synergies in the
different areas of the company. We should make our work easier, optimising
resources.

What is important for your customer is important for you

We should follow up our actions. If it is relevant for our customers or for the market,
it must also be relevant for us and be part of our scale of priorities. We should focus
on what is important and make sure that what is urgent does not fully absorb us.
Being practical also means focusing on what is relevant.

Almirall epitomises success

We should solve every situation quickly and deftly; effectiveness is our best tool.
And the sum of work well done is the key to our excellence and to our spirit of
leadership.

20 Brand territory
Visual style

Photographic language,
illustration
and typography

21
 Visual style. Photographic language

Images play a fundamental role in projecting the spirit of Almirall. They must show
and reinforce our brand positioning as well as the companys values and attributes.

We are close and humane, precise and efficient, agile and direct. We should use a
visual language that helps us to convey everything we are.

The photographs we use must be modern and contemporary. They must innovate and
be clear. They should focus on what is important, communicate ideas and convey
dynamism. Images that speak of quality and transmit warmth. They are close because
they are real. They capture moments of life. They are natural and friendly.

The light, the colour, the angle and the framing of the image, and other technicalities,
help us to create a photographic style that is unique. The Almirall style.

Our photographs are not simply beautiful; they also carry a message. Their modernity
does not imply coldness. The message is not complex. They are not static. They are
not obvious or clichd. They are not frozen moments. They are not distant and they
do not picture radical situations.

22 Brand territory
The types of photographs we use

Lifestyle
Images of daily life, taken from family or working atmospheres. Posed photos must
be avoided, as must family portraits and over-stereotyped models. The images must
be dynamic and show Almiralls most humane side.

Conceptual
The images represent concepts such as quality, innovation, dynamism and involvement.
They can include landscapes, people and objects. We should avoid clichs. We should
be creative and clear at the same time.

Portraits
These are images that seek closeness, warmth and humanity. We should follow the
lifestyle guidelines when choosing portraits; finding spontaneity, freshness. We should
show intimate moments. We should be observers of our characters emotions.

23
 Closeness
Correct style

Incorrect style

24 Brand territory
Excellence
Correct style

Incorrect style

25
 Practicality
Correct style

Incorrect style

26 Brand territory
Visual style. Illustration

The use of illustration in corporate communications must be considered a secondary

element that is reserved exclusively for situations that justify its use (to support a text,
diagrams, computer graphics, etc.).

Given that illustration is part of the companys visual language, its use conveys
attributes and values in the same way as photographs. Consequently, we must try
to create a consistent style that reinforces our characteristics. A style that lends us
support. The Almirall style.

The illustration must be clean, concise and clear. Reality must be recreated in a flat
and diagrammatic way, using solid and warm colours. We should not use cartoons
or futuristic designs or easy drawing reproductions.

The following are a few examples of styles that are correct and incorrect.

27
 Illustration
Correct use

Incorrect use

28 Brand territory
Visual style. Typography

Almirall and its values are also represented through corporate typography. A consistent
and correct use of typography is of utmost importance in the projection of a coherent
and serious professional image.

Its simplicity and easy-to-read design, and its modern, timeless style shows our innovative
spirit without losing any of its legibility.

This document has been designed using the Frutiger font and it is a clear example of
the correct use of this style.

Frutiger Frutiger
Frutiger Frutiger
Frutiger Frutiger
Frutiger Frutiger

29
 Typography
Correct use
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30 Brand territory