Digital Guidelines – Mobile Apps

Welcome,
You’re here because you want to design a mobile app.
We’re here to help you do it right.

Mobile apps offer unique advantages over websites in particular situations. An app may make sense if you need one of the following:

  • Interactivity or gaming
  • Regular usage and personalization
  • Complex calculations or reporting
  • Native functionality such as notifications
  • Offline access to content or functionality

Guidelines

Before you begin, determine which type of app you’re creating.

Your new app will fall into one of three branding categories, which will determine the branding and other aspects of the guidance. The three categories are:

  1. Roche Corporate
  2. Roche Family
  3. Other Brand

A corporate communications app for the Roche company voice.

Currently there is no Roche Corporate app. This functionality is covered by roche.com and roche.xx, in a responsive mobile format. Coming soon: the Roche News app - this will be our only category 1 app.

Roche-branded apps.

These apps can serve internal or external audience. When working on these types of projects, your most important job is to ensure you create the best possible user experience while being aligned with the Roche brand. The app should feel like it is part of Roche.

When a user opens a Roche family app, it’s important to provide continuity with the corporate logo, colors, type, and other elements.

Variations on a theme

Roche family apps have specific audiences and user requirements, which means you’ll need to customise aspects of design, navigation, and user experience. The key is to make sure those customisations are an evolution of the Roche standards, and not a contradiction.

Application Icons

Icons are an important element of any app. They clearly convey the app’s purpose, and represent the company. The blue logo on white background should be positioned in the upper part of the icon. The upper part of the icon requires 1/3 of the space, 2/3 is reserved for the app’s identifier.

Examples of Roche Family apps:

Applause app
Canada Campus App

Bellow you will find the standards for Roche family apps:

Element Standard
App icon Top ⅓ white band with the blue Roche logo
Colors Roche
Logo placement inside the app Top right
Fonts Corporate
Navigation Based on needs and content
Information architecture Based on needs and content
Page grid Based on needs and content
Owner Business function, unit or division
Image language Roche picture language and Roche icon set where appropriate
Measurement Based on KPIs

A separate brand that is controlled by Roche, but has its own identity

Roche creates and supports many apps that don’t lead with the Roche brand. It might carry the branding of a product, a co-branded initiative, or campaign. Because it’s important that we are completely transparent about our involvement, these apps have a Roche logo in the app icon, and the logo can also appear on the loading screen, the about screen or on each screen of the app as appropriate. The rest of the design and experience is defined by the content and the brand the app represents.

Some of the most common types of apps in this category are:

  • Product Brand apps - because every new product has its own brand guidelines, these apps should adhere to those individual brand standards.

Examples of “Other brand” apps:

iTecentriq

Bellow you will find the standards for “Other brand” apps:

Element Standard
App icon Top ⅓ white band with the blue Roche logo; Bottom ⅔ shows other branding
Colors Based on the other brand identity (not Roche)
Roche Logo placement inside the app On the loading screen, the about screen or on top right of each screen of the app as appropriate
Fonts Based on the other brand identity (not Roche)
Navigation Based on needs and content
Information architecture Based on needs and content
Page grid Based on needs and content
Image language Based on the other brand identity
Measurement Based on KPIs

Roche Tools

Media Library

Discover a wide range of images and videos about Roche and its products.

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Web2Publish

Download ready-to-go templates and documents for effective online and print design.

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Messaging Warehouse

Receive approved, guidance, messages and materials about Roche's key topics (accessible on the intranet only).

visit

Genentech Branding

Download brand guidelines, templates and discover the photo gallery.

visit

Diagnostics BrandBridge

Access the cross-BA Diagnostics marketing resource management solution for digital content management.

visit