Digital Guidelines - Web

You’re here because you’re creating or redesigning a website for Roche.
We’re here to help you succeed.

Here, you’ll find the information you need to understand where your project fits in the overall Roche web strategy. You’ll also see some design, content, and technical best practices you’ll need to follow.

Creating a new website for Roche comes with some important responsibilities. You can learn more about those in the Governance section.

First, determine which type of site you’re creating

Your project will fall into one of three branding categories, which will determine the branding, navigation, and other aspects of the site. The three categories are:

  1. Roche Corporate
  2. Roche Family
  3. Other Brand
Decision trees DC guidelines v4

Then, focus in on our common goals

No matter which branding category you’re working in, it’s important to stay focused on some specific criteria that will help ensure your project is a success.

  1. Make it fit for purpose - ensure that the site supports business objectives and has a clear value proposition. Confirm that the end result does the job you set out to do, and provides a satisfying experience for the users the site is intended to serve.
  2. Maximize content, minimize build - focus on the quality of the content, not the quantity. Let the information do the work, rather than the technology. Make sure that every element is meaningful, and all functionality is necessary and useful.
  3. Ensure a consistent, positive experience across devices - every Roche-related website must be developed using responsive design. This approach ensures every page appears correctly and performs well, regardless of whether it’s being viewed on a computer, mobile phone, or tablet.

If you’re working on a corporate site, you have a big responsibility. These sites represent our company in a country, and around the world. They’re a unified expression of what we stand for.

While corporate sites typically provide information and news, they have a more important job: telling our story as a pharmaceutical and diagnostics company. They proudly proclaim, “We are Roche,” and they demonstrate what that really means in a consistent manner.

The importance of affiliates

While is our global corporate site, we also have many affiliate sites that represent us around the world. Each affiliate site is customised to meet specific local needs. But they all should align closely with, and offer a shared experience that ensures people always know the site is part of Roche.

A single technical platform

We build corporate sites using shared templates, platforms, and other resources to save resources and maintain consistency. This also ensures that everyone benefits from any improvements made to those platforms. We call this platform roche.xx.

If your corporate site is not yet on the Roche.xx platform, you will be responsible for ensuring  your site maintains the same look and feel as Contact Group Communications Branding for details.

Branding elements

Page layout, logo placement, and many other specifics are all built into the templates on the corporate roche.xx platform. That leaves you free to focus on content. You can leverage any relevant content from, and customise it for your language, audience, and any other criteria. Use the Roche picture language and any other existing assets, like icons, as needed.

Standards for Roche corporate sites
Element Standard
Colors Roche
Logo placement Top right
Fonts Corporate 
Navigation template, currently “hamburger” with black flyout navigation
Information architecture Based on, but customised for local needs and priorities
Page grid Based on templates
URL; roche.xx;
Owner Group Comms or affiliate communication teams
Corporate content Yes
Image language Roche picture language
Roche logo links to or roche.xx home page
Measurement Google Analytics

Q: I see things on that aren’t covered here, or aren’t on my local Roche site. Why?

A: We use the .com site to try out new ideas with the support of the brand team. Not everything works, but when a design element or user experience is successful, we’ll migrate it out to the other roche.xx sites.


Roche.xx site: corporate site for Uruguay global corporate site

These sites have a different audience or serve a different purpose than roche.xx sites. Examples include a site that serves as a directory of all clinical trials, and a site for a specific program created by Roche, such as the “code4life” project, or a site that has information about Roche-branded Diagnostics products. When working on these types of projects, your most important job is to ensure you create an experience that’s similar, but not identical to, the corporate site.

A smooth transition

When a user navigates from the Roche corporate site to another Roche family site, it’s important to avoid an abrupt visual change - whether in colors, type, or any other element. That kind of experience can be disorienting, and create the perception that we’re not a unified organisation. To help ensure that continuity, these sites have a Roche logo, use the corporate fonts, and offer an experience that feels like an extension of

Variations on a theme

Of course, other Roche family sites do have specific audiences and 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.

What does it look like?

Here are some examples of sites that navigate these waters well:


Site for Roche-sponsored Code4Life initiative
Standards for Roche family sites
Element Standard
Colors Roche
Logo placement Top right
Fonts Corporate
Navigation Based on needs and content; avoid confusion with corporate
Information architecture Based on needs and content
Page grid Based on needs and content; avoid confusion with corporate
URL; nameofsite.roche.xx
Corporate content No corporate content - link back to if needed
Image language Roche picture language
Roche logo links to or roche.xx home page
Measurement Based on user needs; Google Analytics recommended

Roche creates and supports sites that don’t feature the Roche brand. Because it’s important that we are completely transparent about our involvement, these sites always have a Roche logo at the bottom of every page. The rest of the design and experience is defined by the subject and the brand the site represents.

Two types of sites in this category are:

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

Clinical Trial Sites - these often have their own branding, and can be co-branded with Roche or Genentech. The Roche Brand Team recommends placing clinical trials under the Roche corporate brand.  

The following list provides examples of Product Brand Sites:

Standards for other brand sites 
Element Standard
Domain contact your IT business partner for setup and/or purchase
Colors Any (not Roche)
Logo placement Bottom right
Fonts Any (not Roche)
Navigation Based on needs and content; avoid confusion with corporate
Information architecture Based on needs and content
Page grid Based on needs and content; avoid confusion with corporate
URL As appropriate; Not necessary to include “roche”
Owner Business unit or product brand
Corporate content No
Image language Any
Roche logo links to or roche.xx home page
Measurement Based on user needs; GA recommended

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