Trade fairs and exhibitions give you the opportunity to showcase the Roche brand as a company as well as its products and services. You will oftentimes be offered several stages to use to talk to, galvanise, and inform your audience.
An exhibit offers an opportunity to create a Roche brand experience for participants in both story and picture. When used in an appropriate and consistent manner, these elements create an ambiance that highlights the Roche brand as a company as well as Roche product brands. A successful exhibit reinforces the brand and reputation of the Roche Group as a world leader and pioneer in healthcare, especially personalised healthcare, with the goal to improve patients’ lives.
The correct and systematic use of the Roche logo at tradeshow booths and stands is the key to preserving the integrity of the Roche brand and positioning Roche as a “World Leader in Healthcare.” The underlying principle is to use the Roche brand as “the stage” and position the product brands as the “main actors” performing the show.
2. Architecture and Exhibition Activities
While the exhibition architecture is responsible for the presence of Roche and for providing a communication platform, it is important to project Roche’s values into all exhibition activities so you can leverage the maximum benefit from this key, public exposure.
3. Design Components
In designing for exhibits, please keep in mind that the whole is more than the sum of its individual parts. Choreograph the individual Design Elements – colour themes, graphic communication, lighting, materials, technical resources, floristry, and catering – thoughtfully and, as always, on brand.
In tradeshow settings, make it a priority to use the Roche logo in Roche blue on a white background. In exceptional cases, it is permissible to use the white logo version on a blue background.
Whether on a small 6-sqm collapsible wall or on a large 600-sqm stand, make sure the logo is displayed in a size that goes well with the structural dimensions.
In general, the presence (size and placement) of the logo is defined by two basic principles:
Landmarking in this context means making Roche visible from a distance. So, as you are designing for tradeshows, please be sure the Roche logo is displayed in a key location within the exhibition and to point the way to the Roche stand. As a rule, identification should be conspicuous and presented in large formats.
Hallmarking in this context means branding the exhibition stand. Here, the Roche logo identifies the space as ours and acts as a “seal of quality” for the product brands. To assure strong visibility and hallmarking, the Roche logo should appear on selected stand elements, like panels and tables.
Do not randomly distribute the Roche logo within the exhibition booth. Instead, carefully plan the locations that will offer the best visibility to make it easy to identify your Roche exhibit.
Do not “skeletonise” the logo hexagon .Always place the logo on a large, solid, and orthogonal background. In order to preserve the stature and visual impact of the Roche logo, the background should never be curved or bent. This also applies to logos suspended from the ceiling.
To achieve the best visibility from afar (landmark), the Roche logo is positioned at key locations above eye level. As an identification element (hallmark), the logo can also be mounted at a lower level. Regardless of whether you use the logo as a landmark or a hallmark, it should always be readily visible and not be concealed by architecture or furnishings.
Positioning and Clear Space
The position of the logo on architectural elements depends on the available space. The preferred position of the Roche logo is in the top right corner of an element. If the element is narrow, it can be placed in the middle. If none of these options are viable, the logo can be placed in the top left corner.
In larger formats, the logo “clear space” should be ½ x to strongly emphasise the logo. On smaller identification elements, the logo clear space is x.
Roche Logo and Product Logos
The weighting of Roche and product logos is variable in landmark situations. The Roche logo, however, should be placed more prominently in the uppermost position. If the height of the stand is limited, the Roche logo and product logo can be positioned at the same level. In this case, make sure both elements are clearly separated and of about the same size. In hallmarking applications, the product name should be displayed on separate architectural elements or at least far enough away from the Roche logo to prevent the logos from competing against one another.
When displaying the Roche logo in conjunction with co-marketing products, please observe the guidelines of the respective product brand.
In order to reinforce Roche’s high standing in the healthcare community and underpin the Roche Group’s position as an innovator in healthcare, it is critical to implement a design approach that considers both physical form and operational function, while consistently using quality materials.
The clean and elegant lines of the Roche Visual Identity are important when you are creating a Roche exhibition booth. Similar design principles should be applied when developing event-based architecture. Emphasis should be placed on achieving clean, dynamic architectural forms that complement the Roche aesthetic.
Use of the Roche logo should not restrict the architectural form of product-focused exhibits, and so care has been taken to allow you a high degree of creativity and flexibility in the development of architectural structures.
Orthogonal architectural styling should be used for events with a corporate focus. By definition, this requires a strong architectural reference to horizontal and vertical planes.
The use of high-quality materials and the professional execution of all the components of a Roche exhibit emphasises the stature of Roche as one of the world’s leading healthcare companies. The use of inferior materials, low-resolution print media, or poorly crafted components has a negative impact on the perceived quality associated with Roche, so be mindful to keep your designs high-quality and well-executed.
Below are some general guidelines to follow when using materials and technical components. Please also employ environmentally friendly materials wherever possible.
The colours you choose for your floor covering should match either the Roche Blue or Roche Gray, be neutral (dark wood or veneer), or match the featured product brand.
Do not lay carpet tiles as a chequered pattern, and make sure the pile points in one direction. Floor coverings must always lay flat. Avoid inferior felt or cord carpets. And finally, make sure that the surface is not wrinkled.
Displays, walls, furniture, and other components can be made of various materials, including wood, steel, veneer, lacquer, or fabric. Make sure that all surfaces are of high-quality. Tables and countertops, in particular, should have hard-wearing, easy-to-clean surfaces. Cracked veneers, scratches on acrylic or glass, and stains and tears in fabrics are examples of poor workmanship and are not acceptable because they connect the Roche brand with substandard quality.
In the course of time, exhibition components will naturally show signs of wear. Therefore, insist on regular care and maintenance during the exhibition to preserve the quality image endorsed by Roche.
Rented items should be of high-quality as well. Therefore, do not use plastic plants as stand decorations or foldable camping tables as furniture, etc. Also, please do not use any old/outdated, worn, or scratched items of inferior quality.
Computers, plasma screens, and other rented items are usually not new. Make sure they are in good condition and that the visual impression of the wiring, technical accessories, and peripherals matches the stand design.
Publications displayed on exhibition booths must comply with the Design Guidelines for Print Media and be produced by qualified, professional studios. Do not use any low-resolution posters, photocopies, or laminated printouts. When positioning graphics, make sure that they are vertical and mounted at eye level for easy readability.
Light and Colour
Proper lighting can dramatically increase the subjectively perceived prominence of an exhibition stand or booth. It also allows for clear and effective illumination of the Roche logo, which emphasises its visual presence and perceived prestige.
Many factors influence the effectiveness of precise colour matching for various types of construction and interior materials. Fluctuations in the properties of the available materials, as well as regional and cultural disparities in manufacturing processes, prevent the global standardisation of quality in workmanship. To prevent these disparities, please let the colour specifications of the Brand Colours section be your guide.
Catering and Decoration
Event activities and catering should thoughtfully partner with the nature and tone of your event. When planning your catering, please be mindful of:
- Local, legal provisions
- The organiser’s regulations
- The Codes of Practice of the respective associations (IFPMA, EFPIA, ABPI)
- The guidelines for the country in which the event takes place (consult the respective Roche site)
Decoration and Floristry
The Roche architectural language is characterised by restraint and elegance. This underlying attitude should be reflected by your choice of interior decorations as well.
Please use only living plants and organic materials for your floral decorations. In general, your floral design choices should use discreet colours. Avoid dyed cut flowers and lacquered or sprayed leaves.Choose wood, iron, and pottery for vessels rather than plastics. Any cut flowers should be seasonal, and please avoid accents such as horseshoes, lucky charms or four-leaf clovers, since they do not match the Roche style.
If required, flowers and plants can be used to visually segregate spaces, just make sure the proportions are appropriate.
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