Master Brand Guide FEBRUARY 2018 This is an internal and confidential document for use by AstraZeneca collaborative teams. This document should not be used with external stakeholders. In accordance with AstraZeneca policy all promotional material must be developed in association with, and approved for release by local nominated signatory. This document is intended for use in ex-US markets. CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 1 TABLE OF CONTENTS These guidelines have been developed to help successfully support Qtern ™ marketing activities in local markets. It has been designed to provide CHAPTER 1: Brand Strategy Brand Vision appropriate guidance to ensure that all Qtern ™ Key Insights materials are effective. Launch Qtern™ as a FORXIGA Line Extension The global assets for Qtern ™ have been Brand Strategy and Strategic Drivers developed to support a second-position call following FORXIGA®, and as such, are aligned to the look of FORXIGA, with consistent use of key branding elements. Please consult these guidelines as well as the regulations for your local market before developing any Qtern ™ materials. CHAPTER 2: HCP Brand Identity Elements Brand Name Logo and Usage Preferred Logo • Alternate Logos Logo Dos and Do Nots Colour Palette Typography • Type Treatments • Chart Styles • Table Styles Please contact your point person on the Qtern ™ Brand Team with any questions. CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 2 Brand Strategy CHAPTER 1 CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 3 CHAPTER 1: BRAND STRATEGY The Qtern ™ strategic drivers and brand vision are necessarily forward looking and aspirational and may include areas for which additional studies may be explored on an ongoing basis for the purpose of seeking additional or expanded labeling. CHAPTER 1 Brand Strategy Brand Vision Qtern™ extends oral therapy, helping patients improve control of their disease today. CHAPTER 2 HCP Brand Identity Elements 4 CHAPTER 1: BRAND STRATEGY Qtern™ is an appropriate next step after metformin plus FORXIGA in those patients who require additional HbA1c reduction but are not ready to initiate injectable therapy. Key Insights • Use of SGLT2is following metformin continues to grow • FORXIGA (dapagliflozin), an SGLT2i, is an appropriate choice following metformin for many patients thanks to the benefits beyond HbA1c lowering, including weight and blood pressure reductions • Following metformin plus FORXIGA, physicians would often be considering an injectable therapy such as a GLP-1 RA or insulin • Significant numbers of patients are reluctant to initiate injectable therapy • Patients with diabetes are often on multiple medications and would benefit from any reduction in tablet burden • In those patients on metformin plus FORXIGA who require additional HbA1c reduction, Qtern™, a fixed-dose combination of FORXIGA and ONGLYZA® in 1 tablet, is an easy change in therapy— a simple 1-to-1 tablet switch Qtern™ maintains the multiple benefits of FORXIGA while improving glycaemic control. METFORMIN CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements Maintains the multiple benefits of FORXIGA Improves glycaemic control with saxagliptin 5 CHAPTER 1: BRAND STRATEGY Qtern™ provides the ability to drive Launch Qtern™ as a FORXIGA Line Extension FORXIGA and the SGLT2i class in the short term 2017+ Leverage early-mover advantage 2019+ Secure DPP-4i/SGLT2i leadership while securing long-term • Use “disruptive” Qtern™ sales call to drive second-line FORXIGA discussion • Potential Qtern™ dual add-on indication DPP-4i/SGLT2i class leadership. • Focus on MET + FORXIGA patient • Prepare for SAXA/DAPA/MET XR • Drive flow of “new news” • Leverage LCM study outcomes and differentiated Qtern™ LCM programme CHAPTER 1 Brand Strategy • Ensure future flexibility by securing market access CHAPTER 2 HCP Brand Identity Elements • Drive HCPs’ interest in new combinations 6 CHAPTER 1: BRAND STRATEGY Qtern ™ is valued as an oral treatment in patients with type 2 diabetes already on metformin plus FORXIGA who require additional HbA1c reduction. Brand Strategy Launch Qtern™ to extend oral therapy, building towards a larger future opportunity with SAXA/DAPA/MET XR Strategic Drivers PREPARE for Qtern™ Launch as a Line Extension of FORXIGA Fully integrate Qtern ™ launch plan with FORXIGA strategy, leveraging synergies Resource appropriately, building cross-functional launch plans Secure rapid market access at a price that optimises revenue potential DRIVE Qtern™ to Extend Oral Therapy Differentiate Qtern ™ from other third-line treatment options by extending oral therapy Amplify FORXIGA as first add-on to metformin, with option of Qtern ™ later on EVOLVE the Franchise Through Dual Add-on Indication and SAXA/DAPA/MET XR Build value proposition, including differentiation, via future dual add-on indication CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements Deliver on key milestones for future SAXA/DAPA/MET XR triple oral tablet 7 HCP Brand Identity Elements CHAPTER 2 CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 8 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS Brand Name cue|kyoo| a signal for action turn|tern| to change or cause to change direction CUE-turn to signal a change in direction CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 9 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS Strict adherence to the guidance for the Qtern ™ logo creates global brand consistency and ensures that all markets are aligned. All markets should adhere to the same guidelines for logo usage, so that it is seen as a universal icon for the brand. Please check with your local regulatory team to confirm the appropriate logo for your market. Please note that the logo must be used exactly as provided in order to protect its legal exclusivity. CHAPTER 1 Brand Strategy Logo and Usage The recommended logo lockup for global usage consists of: • Brand name (initial cap followed by small caps). Use the trademark symbol ™ or registered mark ® as appropriate in your market Icon Brand name • Generic name (lowercase and enclosed in parentheses) • Dose (5 mg/10 mg) and dose form (tablets) • Icon (illustrates Qtern™ as the missing piece of the puzzle in the type 2 diabetes treatment regimen) CHAPTER 2 HCP Brand Identity Elements Generic name Dose 10 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS The following are examples of the positive Preferred Logo and reversed applications of the preferred Qtern ™ logo. The Qtern ™ logo is available in the following colour formats: RGB, PANTONE®, PANTONE+CMYK, and CMYK. PANTONE 266 is the primary colour used in the Qtern ™ logo. This vibrant purple is an essential component of our brand personality. However, Alternate Logos it cannot be closely reproduced in CMYK. Usage of the 5-colour logo is highly preferred, and the CMYK logo should be restricted to only when required (ie, publications). It is suggested that match prints be created whenever possible. CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 11 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS Logo Dos and Do Nots DO: Do treat the logo and icon as 1 element. Do place the logo lockup in the bottom right corner of every page or spread in branded materials. DO NOT: Do not change logo colours or use an unbranded colour. Do not use the logo on any backgrounds that impede legibility. Do not scale or stretch the logo disproportionately. Do not use the icon or any portion of it independently from the logo. Do not alter the placement of the logo elements. Do not change the logo font. Do not alter the proportion between the brand name and icon. Do not change logo colours. Do not scale or stretch logo disproportionately. Do not use logo on any backgrounds that impede legibility. Do not use the icon independently from the logo or alter its proportions. Never recreate, alter, or distort the Qtern ™ logo in any way. CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 12 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS Colours are powerful brand identifiers and are Colour Palette used to convey brand personality. Competitive colours were analysed during the creation of the PANTONE COLOUR CMYK RGB PMS 266 C65 M90 Y0 K0 R120 G60 B189 PMS 194 C0 M100 Y64 K33 R160 G40 B66 PMS 269 C78 M100 Y0 K33 R83 G45 B109 PMS 402 C40 M37 Y43 K2 R159 G149 B139 PMS 424 C0 M0 Y0 K61 R113 G114 B113 Qtern ™ brand to ensure a unique and ownable colour palette in the type 2 diabetes market. Primary Colours The Qtern ™ purple and red should serve as the primary colours for most layout purposes, with the dark purple and greys as secondary colours. PANTONE 266 is the primary colour used in the Qtern ™ logo. This vibrant purple is an essential component of our brand personality. Because it Secondary Colours cannot be closely reproduced with process inks, the CMYK breakdown for PANTONE 266 should be restricted to use only when spot or 5-colour printing is not possible (ie, publications). CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 13 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS As a second-position call following FORXIGA, the Typography Qtern™ campaign incorporates FORXIGA branding Avenir LT Std 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 35 Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 85 Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 45 Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 95 Black Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 elements, including typography. Typography is a critical element of brand communication and should be used only within these guidelines to maintain a recognisable and consistent brand image. Similar to FORXIGA, the first primary typeface used by the Qtern ™ brand is Avenir, which helps Qtern ™ project an appearance that is assertive, confident, and hardworking. It was selected for all print and digital applications because the characteristics complement a change in treatment direction. If Avenir cannot be used, Arial is an acceptable substitute. To match the appearance of the approved logo, Gotham is the typeface that should be used for each mention of the word “Qtern ™.” Avenir LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 55 Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir LT Std 65 Medium Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 14 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS To ensure global consistency throughout the creative campaign, Avenir should be used Typography (cont’d) wherever possible. It may be necessary to Type Treatments purchase the font, as licencing restrictions do EYEBROWS SHOULD BE SET IN AVENIR BLACK*; BLACK OR WHITE (DEPENDING ON BACKGROUND) AND ALL CAPS not allow markets to share fonts. Colours may be converted from their designated PANTONE colour to the appropriate CMYK or RGB equivalent as outlined on page 13. Qtern ™ must start with a capital “Q” followed by small caps and the appropriate trademark or registered symbol, using the Gotham typeface. COVER HEADLINES SHOULD BE SET IN AVENIR BLACK Headlines Should Be Set in Avenir Heavy; PMS 266 and Initial Caps Subheads should be set in Avenir Black; PMS 269 and sentence case • Bullet copy should be set in Avenir Book; black and sentence case • The bullet itself should be PMS 194 Footnotes should be set in Avenir Book; black and sentence case. *Please see full typographic information on page 14 for more details. CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 15 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS Qtern ™ has also picked up the look and feel of FORXIGA charts and figures. It is important to note that any time Qtern ™ appears in a chart, it Typography (cont’d) Chart Styles must be PMS 266. Similarly, saxagliptin must be PMS 424, and dapagliflozin must be PMS 194. Chart headlines should be white and set in Avenir Medium.* The title bar should be PMS 266 and rounded on the top right-hand and bottom left-hand corners. Colours may be converted from their designated PANTONE colour to the appropriate CMYK or -0.0 Adjusted mean change in HbA1c (%) RGB equivalent as outlined on page 13. metformin + saxagliptin + placebo -0.16 (Mean baseline HbA1c 7.9%, n=162) -0.2 -0.4 -0.51 -0.6 (Mean baseline HbA1c 8.0%, n=153) metformin + dapagliflozin + saxagliptin -0.8 QTERN™ 0 6 12 18 24 Weeks Chart backgrounds should be white and rounded on the top right-hand and bottom left-hand corners. 100 Patients (%) P<0.0001 50 38% 12% 0 QTERN™ + metformin (n=160) Baseline HbA1c=8.2% metformin + saxagliptin + placebo (n=160) Baseline HbA1c=8.2% *Please see full typographic information on page 14 for more details. CHAPTER 1 Brand Strategy CHAPTER 2 HCP Brand Identity Elements 16 CHAPTER 2: HCP BRAND IDENTITY ELEMENTS Colour consistency also applies to tables. Any time Qtern ™ appears in a table, that column will be PMS 266. Similarly, saxagliptin must be Typography (cont’d) Table Styles PMS 424, and dapagliflozin must be PMS 194. If table content is not product specific, alternating rows of white and a 20% tint of PMS 266 can be used. Colours may be converted from their designated PANTONE colour to the appropriate CMYK or RGB equivalent as outlined on page 13. Table headlines should be white and set in Avenir Medium* in a PMS 266 bar. Row header set in Avenir Medium, black Rows alternate between 20% PMS 266 and white Copy set in Avenir Book, black Numbers set in Avenir Black, black or white Any necessary horizontal rules are white Any necessary vertical rules are PMS 424 Example of a table with product-specific columns. Row header; column is white Qtern™ Saxagliptin Dapagliflozin (n=Avenir Book) (n=Avenir Book) (n=Avenir Book) X (X.X%) X (X.X%) X (X.X%) ©2018 AstraZeneca Pharmaceuticals Qtern ™ is a trademark of AstraZeneca AB, Södertälje Sweden SE-151 85. Date of preparation: March 2018 Date of expiry: March 2020 | PromoMats ID: Z4-9186 CHAPTER 1 Brand Strategy *Please see full typographic information on page 14 for more details. CHAPTER 2 HCP Brand Identity Elements 17