corporate design / corporate identity policy - Straumann

corporate design/corporate identity 

p o 

l i 

c y 

November 2010

introduction 

Your part in protecting and promoting our most valuable asset 

The dental market place has become increasingly crowded and, with several hundred implant 

manufacturers competing for share of mind and trust of customers, a strong global brand is a 

powerful, valuable asset. Indeed, the Straumann brand is one of the most valuable assets we 

have – which is why we need to protect and promote it effectively. Corporate identity and design 

have an important role in this. 

The key to successful branding is consistency, which makes this Corporate Design Manual so important. 

It has been developed with the aim of achieving a higher level of brand consistency and 

recognition, adding value to our business. The guidelines presented here reflect our core values 

of simplicity, specialization, reliability, which should also be reflected in all our marketing and 

communication materials. 

Every effort has been made to keep this manual simple in order to help you and our external partners 

produce materials that have a uniform corporate style and feel. To complement this manual, 

which focuses mainly on printed materials, corporate guidelines for presentations are available 

on my.straumann. 

Branding is not an initiative driven by a single department or cost center; it has to be supported 

by each employee, because each of us influences the perception of the Straumann brand in the 

market. To draw an analogy with sport: each player is proud (and obliged) to wear the team’s 

true colors and would not consider playing in anything else. Belonging to the Straumann team 

gives us the privilege of representing one of the strongest brands in our field and puts us under the 

obligation of using the correct visual identity and design. 

If you have any questions regarding the contents of this manual please refer to the Creative Agency 

in our Basel headquarters. 

Beat Spalinger 

President & CEO 

Institut Straumann AG

contents 

1. Logo and claim 

1.1 Straumann company logo 2 

1.2 Straumann claim 7 

2. CORPORATE COLORS 

2.1 Main Straumann colors 10 

2.2 Color definition and usage 11 

2.3 Shading 13 

3. corporate fonts 

3.1 Printed matters 14 

3.2 PC fonts for correspondence and screen presentations 15 

4. Design elements 

4.1 Visuals 16 

4.2 Stamps 17 

4.3 Photographs 18 

5. PRINT MEDIA 

5.1 Overview 21 

5.2 Layout front cover of posters, brochures & advertisements 22 

5.3 Layout inner face 24 

5.4 Layout back cover 26 

5.5 Disclaimers 27 

5.6 Footnotes 27 

5.7 References 27 

5.8 Paper quality 28 

6. BUSINESS MATTERS 

6.1 Letterhead 29 

6.2 Fax paper 30 

6.3 Business card 31 

6.4 Message card 31 

6.5 Envelopes 32

7. PROMOTIONAL ITEMS 

7.1 Giveaways 33 

8. TRADEMARKS 

8.1 Unregistered and registered trademarks 34 

8.2 Use of trademarks 35 

9. Style guide 

9.1 English manuscript guidelines 36 

9.2 Foreign language documents 37 

10. electronic media 

10.1 PowerPoint presentations 38 

10.2 Online applications (websites, portals, etc.) 39

1. logo and Claim 

1.1 Straumann company logo 

The Straumann logo is one unit consisting of two parts which must never be modified or used in colors 

different from those indicated in this Corporate Design Policy manual. 

Color definition 

Green 

CMYK: 100/0/100/30 

RGB: 0/114/45 

Pantone: 349 U/349 C 

Green 

Black 

Black 

CMYK: 0/0/0/100 

RGB: 24/23/22 

Pantone: Black U/Black C 

Black 

CMYK 

The abbreviation CMYK stands for cyan, magenta, yellow and key black. The CMYK color model 

forms the technical basis for modern color printing. This version of the logo should be used in highquality 

print media, e.g. for publications such as corporate image brochures, technical brochures, 

marketing flyers, etc. 

RGB 

The abbreviation RGB stands for red, green and blue. The RGB color space is used for self-luminous 

systems (color display). The RGB logo is used in all screen applications such as the internet, flashbanners, 

online newsletters, etc. 

Black 

The logo completely in black is to be used in office applications for forms like faxes, memos, advertisements, 

etc. It ensures optimal reproduction quality. 

Pantone 

Pantone colors are a set of standard colors for printing, each of which is specified by a single number. 

These colors are also used for two-color printing. 

2

logo and claim 

background colors 

Background colors can completely change the face of a logo and the recognition of a brand. The 

Straumann logo should always appear on a white or very light background (max. 30 % black). 

Exceptions 

Extremely few situations may require that the logo be placed on a background color other than 

white (e.g. prints on promotional articles). For giveaways, a negative typeface may be used in the 

logo. Also, on gray background (min. 30 % black), the negative typeface may be used. Please 

note that if the background is 100 % black, the Straumann “S” may also be white. 

3


Dimensions 

To maintain consistency between different printed publications, the minimum size of the corporate 

brand mark has been defined. The dimensions of the logo depend on the size of the media and 

on the specific use. Please refer to the standard logo sizes below. 

Format 

Minimum size 

smaller A6 

A6 

A5 

A4/US letter 

A3 

25 mm / 1.0 inches 





25 mm 

30 mm 

40 mm 

55 mm 

75 mm 

4


Positioning 

The logo is always placed in a horizontal position. To maintain an optimal effect of the logo in 

publications, certain distances to texts and pictures have to be observed. This clear space may not 

be penetrated by texts or any visual elements. It is derived from multiples of the letter height of "n". 

As a general rule, the Straumann logo always appears at the top center of the page in all publications 

(e.g. technical brochures, marketing flyers, job advertisements, etc.) 

STRAUMANN ® GUIDED SURGERY 

LEADING THE WAY IN YOUR TREATMENT 

CARE AND MAINTENANCE 

OF SURGICAL AND 

PROSTHETIC INSTRUMENTS 

Straumann ® Implant System 

5


Dont's 

These are typical examples of unacceptable uses of the Straumann corporate brand mark. These 

examples are useful in reinforcing how the Straumann corporate brand mark should actually be 

employed. 

Colour 

Never change the colour of the corporate brand 

mark. 

Shapes 

Never add shapes to the Straumann corporate 

brand mark. 

Outline 

Never use the Straumann brand mark as an outline. 

Typeface 

Never re-create the Straumann word mark using 

another typeface. 

Straumann "S" 

The Straumann "S" (green, white or black) should 

not be used as an independent design element. 

6

1 Tonetti et al. J Clin Periodontol 2002;29:317–325 

2 Froum et al. J Periodontol 2001;72:25–34 

3 McGuire et al. J Periodontol 2003;74:1110 & 1126 

4 Heden et al. J Periodontol 2006;77:295–301 

5 Sculean et al. Int JPRD 2007;27:221–229 

6 Jepsen et al. J Periodontol 2004;75:1150–1160 

7 Sanz et al. J Periodontol 2004;726–733 

* Froum S. J.et al. Int. J. Period. Rest. Dent. 2008; 28: 273-281 

A by courtesy of Dr A. Friedmann 

B by courtesy of Prof. N. Donos & Dr N. Mardas 


1.2 straumann claim 

The Straumann claim "Committed to Simply Doing More for Dental Professionals" appears on all 

Straumann marketing materials. This does not apply for certain exceptional cases such as scientific 

publications (e.g. white papers, science flashes), and patient materials (see next section). 

Language 

The Straumann claim may not be translated. Please note that this rule also applies if the claim appears 

within a foreign-language text. However, it is possible in non-marketing texts to add a translation in 

brackets to the text for the purpose of explanation. 

STRAUMANN ® EMDOGAIN 

IS TRUE PERIODONTAL REGENERATION 

IMPORTANT FOR YOU 

straumann ® BoneCeramic 

do you want bone volume & vitality 

around your implant 

A 

B 

before 

after 

More than 100 clinical publications in peer-reviewed journals demonstrate 

Straumann ® Emdogain to be safe and effective in stimulating the formation of new 

periodontal soft and hard tissue. These clinical studies involve more than 

3000 defects in over 2500 patients. 

Straumann ® boneCeramic is a biphasic calcium phosphate composition 

(ß -tCp + Ha) that has been designed to support patients' vital bone regeneration, 

while also restoring and preserving bone volume, which is critical 

for the esthetic result. 

Excellent clinical results 1,2,3 

Clinical long-term benefit 4,5 

Improved patient satisfaction 6,7 

Clinically documented * 

Fully synthetic 

Easy handling 

7


Variations 

For specific target audiences, the claim has been modified to the shorter "Simply doing more", for 

instance in all Straumann patient materials. Please note that this shorter version should be restricted 

to patient marketing. 

FIRM ANCHORAGE 

FOR TEETH 

Straumann ® Emdogain – for periodontal regeneration 

BEAUTIFUL TEETH 

Quality of life with dental implants 1 

Patient information 

8


Positioning 

On all publications, the claim is always positioned center bottom of the cover page within the 

green bar. It is derived from multiples of the letter height of "n". Its dimensions correspond to the 

Straumann logo at the top of the page. 

9

2. corporate colors 

2.1 Main straumann colors 

Straumann documents have a distinct corporate color scheme consisting of primary and secondary 

colors. 

Primary color 

The Straumann green is one of our key visual branding elements. It is the product of considerable 

market research, the goal of which was to find a special shade of green that would differentiate our 

company. The Straumann green should therefore be used as widely as possible within the scope of 

the Corporate Design Policy. It should also be the predominant color in our visual materials. 

Straumann Green 

Straumann Green with background fading 

Secondary colors 

Lime green may be used in marketing documents to complement the Straumann green; it is mostly 

used as a style element in visuals, for framing illustrations and pictures or as a highlight (headlines, 

bullet points, etc). Lime green is not the Straumann branding color and its use dilutes the branding 

impact of the Straumann green. Lime green should be used sparingly and only where necessary. 

Lime green dark lime green lime green light 

Gray is widely used as typeface color or for scientific tables, framing, borders, headlines, etc. in 

Straumann documentation; lends a clean, technical look to documentation. 

Gray dark Gray Gray light 

10

corporate colors 

2.2 color definition and usage 

In order to create a lighter and more interesting visual appearance, the main and secondary colors 

may be broken down into a variety of defined shades. 

straumann green 

CMYK 100/0/100/30 Pantone Uncoated 349 

RGB 0/114/45 Pantone Coated 349 

RAL 6029 

Lime green Dark 



Lime green 



Lime green light 



11


Gray Dark 

CMYK 0/0/0/70 Pantone Uncoated Cool Gray 10 

RGB 112/113/114 Pantone Coated Cool Gray 10 

Gray 



Gray Light 



12


2.3 Shading 

All Straumann primary and secondary colors may be used in various shades/tints (percentage 

values of solid color). Shades are used for variety and as style elements, for larger areas of colors 

or as highlights to support the primary color (Straumann green). 

Straumann Green 

 

Since Straumann green is such a vital part of our corporate appearance, 

no tints or shades are permitted for use. 

100 % 

Straumann lime Green Shading 

100 % 60 % 50 % 40 % 25 % 

Straumann GRAY Dark Shading 

100 % 60 % 50 % 40 % 25 % 

Please note that 100 % gray corresponds to 70 % black. 

13

3. corporate fonts 

3.1 Printed matters 

All printed matters must be designed with a uniform visual image as depicted in the examples in 

these guidelines. A uniform corporate font is used to support the uniformity in design. Futura is the 

Straumann Group's main typeface. Futura and the other typefaces mentioned below have to be 

used exclusively. Futura can be found on the enclosed CD-ROM.* 

Running text & Headlines 

Futura Light 

ABCDEFGHIJKLMNOPQRSTUVWXYZÄÖÜ 

abcdefghijklmnopqrstuvwxyzäöü/1234567890 

Futura Light Oblique 



Futura Medium 



Futura Heavy 


abcdefghijklmnopqrstuvwxzäöü/1234567890 

Futura Bold 

ABCDEFGHIJKLMNOPQRSTUVWXZÄÖÜ 


4567890 

Futura Extra Bold 



4567890 

14 

* Contains both the official corporate font Futura LT, which is suitable for Macintosh computers, as well as Futura STD for PC.

corporate fonts 

Futura Medium 



Futura Bold 



4567890 

3.2 PC fonts for correspondence and screen presentations 

For correspondence and screen presentations a system font has been adopted that works for office 

software applications and web/screen functions. Arial has been chosen as this system font because 

it is installed on most computers. It should be used consistently in order to ensure maximum uniformity 

in PC communication. 

Running text 

Arial Regular 



Headline 

Arial Bold 



15

4. design elements 

A number of design elements are used to maximize the visual appeal of Straumann publications. 

In the case of visuals or stamps, they may also represent a specific product or support a respective 

sales claim. 

4.1 Visuals 

In contrast to Straumann technical brochures, in which products are depicted photographically, 

marketing flyers and brochures heavily rely on graphic illustrations (3D visuals). * These exclusive 

Straumann visuals either represent the actual product (e.g. Straumann ® Emdogain, Straumann ® 

gonyX, etc.), a product line (e.g. Straumann ® CARES ® Guided Surgery) or relate to the claim of the 

product (e.g. Straumann ® Roxolid). 

REGENERATION BY DESIGN 

ROXOLID ® 

THE NEW “DNA” OF IMPLANT MATERIALS 

Periodontitis is a major patient concern and can jeopardize both tooth 

preservation and tooth replacement. Straumann ® Emdogain is designed 

for maintaining and regenerating periodontal hard and soft tissue. 

ROXOLID ® – Exclusively designed to meet the needs of dental implantologists. 

Roxolid ® offers Confidence when placing small diameter implants Flexibility of having 

more treatment options Designed to increase patients’ acceptance of implant treatment 

Vital tissue gain for 

long-term solutions 

16 

* With the exception of patient marketing material, where photographs are an essential part of the layout

TI· THE FUSION OF OSSEOINTEGRA 

design elements 

4.2 stamps 

Stamps may be used to announce the launch of a product, sales milestones or umbrella brands 

and may be designed using lime green or darker shades of green. Currently, the following stamps for 

Straumann ® Soft Tissue Level implants, Straumann ® CARES ® Digital Solutions and Straumann ® Roxolid 

are in use: 

Straumann ® Roxolid ® 

AND M ATERIAL STREN GTH! · 

ON 

eye-catchers 

Eye-catchers are rectangular boxes and may also contain additional claims or give more information 

on a product. 

Guidelines 

Eye-catchers are always lime green and should adhere to a few general rules. With respect to 

lettering, different styles (e.g. bold, capitals, etc.) may be used; the frame thickness should not be 

less than 0.5 mm and the distance between box and text should be at least 1 mm. Eye-catchers 

and stamps can be made to stand out by tilting, in which case an angle of 12° is recommended 

(for consistency). 

17


4.3 photographs 

Technical documentation by Straumann often contains more photographs than 3D visuals. Photographic 

images may also be used in marketing material. The following guidelines regarding 

composition, content, quality and resolution have to be observed. 

General rules for Photographs* 

The brightness, lighting and focus need to be perfect and the product has to be clearly visible. 

Professional photographers have the equipment and the skills to solve those issues. 'Snapshots' of 

the products should be avoided. The photographic images must follow the technical specifications 

below, in order to be fit for any kind of reproduction: 

File format .psd or .tiff 

Resolution 300 dpi at 100 % 

Color 

CMYK 

Photographs for marketing brochures 

While 3D visuals are the more common form of illustration in marketing brochures, photographs 

may also be used. They should have a natural feel and be interesting to look at. Atmospheric pictures 

like those shown below lend themselves well for this type of brochure. 

18 

* Whenever you use a photograph, make sure that Straumann possesses or obtains the copyright for that particular or any 

future publications.


Photographs for technical Brochures 

The background of these photographs should be white or light gray. Usually, there is only one 

picture in the middle of the page. In certain situations three pictures may be used in the middle of 

the page. The pictures are always in a square format. The size of the square with one single picture 

is 56 mm. When there are three pictures, the size of the square is 37 mm. The three pictures are 

placed next to each other with a white space between them. 

If the pictures have a gray background, there is no outline. With a white background, there is an 

outline around the picture of 0.5 point in 50 % black. 




STRAUMANN ® SLActive ® 

SCIENTIFIC STUDIES 

FOURTH EDITION (2010) 



19


Photographs for Ads 

The background of these photographs has to be white (only white). The product is clearly recognizable. 

The depicted object is often shown together with a shadow. 

Photographs for patient material 

Patient materials may use photographs of people in 'real life' situations. Its very important that the 

models give the impression of being natural and unposed; naturally, they should have beautiful 

teeth. The age, gender and cultural background of the models should be appropriate for the topic 

of the brochure. The pictures should be shot by a professional photographer or be acquired from 

a professional agency like itsockphoto, gettyimages, corbis, etc. In all cases, Straumann must have 

signed permission from the model (or, in case of children, the model’s parents) for use in dental 

promotional material. 

20

AND M ATERIAL STREN GTH! · 

TI· THE FUSION OF OSSEOINTEGRA 

1000 

800 

600 

400 

Titanium gr. 43 cold 

worked 

Roxolid 3 

V5 = 5 components per pack 

For more detailed information, refer to the package insert “Thermoplastic Drill Template Sets” (Art. No. 150.902). 

Fig. 2: Histological analysis showing Roxolid (left) and titanium (right). They 

Prefabricated healing abutment 

(titanium) 

chapter 4.2 

Customizable healing abutment 

(polymer) 

chapter 4.4 

(polymer with titanium alloy inlay) 

chapter 4.5 

(titanium alloy (TAN)) 

3. Preoperative planning 4. Soft tissue management 

60 % 

40 % 

20 % 

0 % 

35 

30 

25 

20 

15 

10 

5 

0 

42 % 

18 

58 % 

Fig. 3: The non-interventional study demonstrates that in nearly 50 % of the cases, 

referred cases 

old treatment option 

31 

suitable cases 

Fig. 4: A market survey has shown that out of 31 patients which are suitable for 

implant treatment, 18 patients are referred to a treatment. 7 Roxolid 

implants are designed to increase this acceptance for implant treatment 

chapter 4.6 

5. print media 

5.1 overview 

Straumann publications can be roughly divided into two categories: technical documentation (e.g. 

step-by-step instructions/basic information brochures, product catalogs, scientific flashes, white papers, 

etc.) and marketing documentation (e.g. product flyers, marketing brochures, patient materials, advertisements, 

banners, etc.) 

marketing 

ROXOLID 

THE NEW “DNA” OF IMPLANT MATERIALS 

“IF YOU REALLY WANT TO MAKE NARROW DIAMETER 

IMPLANTS, NEW MATERIALS WILL BE NEEDED.” 1 

Jan Gottlow, University of Gothenburg 

“IF WE ARE GOING TO REDUCE DIAMETER WE NEED 

SOMETHING STRONG.” 1 

Stephen Barter, Eastman Dental Institute 

CLINICAL APPLICATIONS OF ROXOLID SMALL DIAMETER IMPLANTS 

There are situations where larger diameter implants may pose some issues. 

With Roxolid clinicians can address these situations, such as: 

p Narrow interdental space 

p Thin alveolar ridge 

p Congenitally missing lateral incisors 

p Maximization of bone and vascular supply 

p Maximization of facial bone support 

FLEXIBILITY OF HAVING MORE TREATMENT OPTIONS 

When treating patients, you want to make sure to offer them the best possible solution at all times. Therefore, you need the freedom 

to choose the solution you want to deliver. Due to limitations of current small diameter implants, treatment options might be reduced 

because of mechanical aspects, limitations regarding indications or missing prosthetic flexibility. In a non-interventional study, it 

has been observed that Roxolid implants have been used for many clinical situations. 6 Roxolid small diameter implants provide 

a wide range of treatment options. This supports you in choosing the optimal solution for your patients in specific clinical situations. 

New treatment options chosen with Roxolid Ø 3.3 mm implants 

Differentiate yourself and your practice by offering Roxolid. 

S R 

ON 

CONFIDENCE WHEN PLACING SMALL DIAMETER IMPLANTS 

Implants are exposed to high forces and need to demonstrate good osseointegration. These factors are especially important 

when small diameter implants are chosen due to their reduced size. The combination of the Roxolid material and the SLActive ® 

surface specifically addresses these two parameters. Mechanical tests have demonstrated higher strength of Roxolid implants 

new treatment option 

compared to pure titanium implants 2,3 . This high strength is combined with the hydrophilic SLActive ® surface, whose excellent 

osseointegration properties have been shown in various pre-clinical 4 and clinical studies. 5 This delivers peace of mind for treatments 

Roxolid implants have been used where small diameter implants were 

with small diameter implants. 

previously avoided 6 

ASTM Titanium 2 Roxolid Titanium 

Tensile strength (MPa) 

Fig. 1: Tensile strength of Roxolid is superior to annealed and cold worked 

titanium 2 

have shown a better bone in-growth behavior of Roxolid compared to 

pure titanium 4 

Patients Roxolid implants 

DESIGNED TO INCREASE PATIENTS’ ACCEPTANCE OF IMPLANT TREATMENT 

Patients’ requirements are becoming more complex. Accordingly, you strive to offer them an optimal solution and comfortable 

treatment. In order to meet their needs you can differentiate your practice through the benefits of small diameter implants. Roxolid 

offers greater confidence when placing small diameter implants. Roxolid implants can be the solution you are looking for. 

technical 

4. SOFT TISSUE MANAGEMENT 

3.4 THERMOPLASTIC DRILL TEMPLATE 




Art. No. Article Dimensions Material 

040.526 Thermoplastic Drill templates set, single tooth, contents: 

Thermoplastic drill template for sleeve height 10 mm, titanium/ 

single-tooth sites (V5) 

inner-Ø 2.3 mm 

polymer 

Guide pin (V5) length 20 mm, Ø 2.3 mm stainless steel 

Drill for dental laboratory Ø 2.3 mm steel 

The Straumann ® Bone Level Implant line puts a strong emphasis on esthetic considerations. It offers tailormade 

solutions that allow for natural soft tissue shaping and maintenance in all indications. A versatile 

portfolio of healing and temporary abutments is available, including customizable products made of 

polymer for easy and fast processing. 

040.527 Thermoplastic drill templates set, free-end situation, contents: 

Thermoplastic drill template for 

free-end situations (V5) 

sleeve height 10 mm, 

inner-Ø 2.3 mm 

titanium/ 

polymer 

Guide pin (V5) length 20 mm, Ø 2.3 mm stainless steel 

Healing abutment Temporary restoration Final restoration 

Drill for dental laboratory Ø 2.3 mm steel 

Esthetic results are crucially determined by successful soft tissue management. To optimize the soft tissue 

management process, various components with Consistent Emergence Profiles are available in the 

prosthetic portfolio of the Straumann ® Bone Level Implant. This applies for all healing abutments, the 

temporary abutment and the abutments for the final restoration. Thus, the emergence profiles are uniform 

throughout the treatment process (for optimal healing abutment selection see chapter 4.3). 

Drill a hole in the previously determined implant position and axis in the plaster anatomic cast. Then insert 

the pin into the drilled hole in order to check the implant position. Subsequently, heat the template in water 

until it is soft and transparent. Place the template on the guide pin and press it onto the plaster teeth. After 

it has cooled and been disinfected, the thermoplastic drill template determines exactly how the pilot drill 

(Ø 2.2 mm) is to be guided. 

4.1 SOFT TISSUE MANAGEMENT SOLUTIONS 


Healing Abutment 

Temporary Abutment 

Drill hole template for single tooth gap 

Drill hole template for free end saddle 

14 15 

Please note that this booklet only focuses on marketing documents – for more information and 

guidelines on technical documentation, please contact the Creative Agency at Straumann HQ. 

21

print media 

5.2 Layout of Brochure Front Covers, Posters and Advertisements 

Straumann ® advertisements are crucial in representing the company and products at trade shows or 

in specialist journals. Accordingly, their appearance should correspond to certain general guidelines 

and a defined structure. The layout for the front cover of a brochure is nearly identical to that of the 

advertisements – only the body text 4 is omitted. 

1 

2 

3 

4 

5 

6 

7 

8 

9 

22

print media 

ExplAnation of the front cover layout on A4 Format* 

1 The Straumann logo is placed at top center of the page 

2 Use either the full form (‘Straumann ® Product’) or simply ‘Product’ in bold capital letters. The font 

size of the headline is 24 point. 

3 Place the main claim below the product name in capital letters (usually not bold). This font size is 

also 24 point. The line space of the headline is 34 point. 

4 Sales proposition for product, usually in a font size of 9 point (min. 7 point). 

5 3D visual of product or visual representing claim. Partial visuals (e.g. water splashes, lines) may 

be used to complement the main visual (optional). 

6 Additional information on the product/product line (optional). 

7 The internet address and phone number of the respective country subsidiary (optional) may be 

used in marketing materials as a design element (optional). The font size of this information is the 

same as in 4 

8 The lime green bar has a height of 4 mm. On the A5 format, the height is 2.5 mm. 

9 Straumann claim; for patient material, the short version is used. The green Straumann bar has a 

height of 35 mm. On the A5 format, the height is 25 mm. 

exceptions 

Please note that some Straumann advertisements within the framework of a larger campaign (e.g. 

‘Esthetics by…’) place additional weight on the main claim. In such cases, the product does not appear 

in capital letters in the headline and is instead marked bold within the text at least at first mention. 

* Please note that all measurements are based on an A4 format and have to be proportionally modified when working in 

a different format. 

23

print media 

5.3 Layout inner face 

In contrast to technical brochures, there is no set of ‘rules’ regarding the content of marketing 

documents. However, there are certain general guidelines which we recommend you follow when 

creating a manuscript and visualizing a layout. 

1 

2 

“IF YOU REALLY WANT TO MAKE NARROW DIAMETER 

IMPLANTS, NEW MATERIALS WILL BE NEEDED.” 1 

“IF WE ARE GOING TO REDU 

SOMETHING STRONG.” 1 

Jan Gottlow, University of Gothenburg 

CLINICAL APPLICATIONS OF ROXOLID SMALL DIAMETER IMPLANTS 

There are situations where larger diameter implants may pose some issues. 

With Roxolid clinicians can address these situations, such as: 

p Narrow interdental space 

p Thin alveolar ridge 

p Congenitally missing lateral incisors 

p Maximization of bone and vascular supply 

p Maximization of facial bone support 

FLEXIBILITY OF HAVING MORE TREATMENT OPTIONS 

When treating patients, you want to make sure to offer them the best po 

to choose the solution you want to deliver. Due to limitations of current sm 

because of mechanical aspects, limitations regarding indications or miss 

3 

has been observed that Roxolid implants have been used for many clin 

a wide range of treatment options. This supports you in choosing the opt 

New treatment options chosen with Roxolid Ø 3.3 mm im 

60 % 

Differentiate yourself and your practice by offering Roxolid. 

CONFIDENCE WHEN PLACING SMALL DIAMETER IMPLANTS 

Implants are exposed to high forces and need to demonstrate good osseointegration. These factors are especially important 

when small diameter implants are chosen due to their reduced size. The combination of the Roxolid material and the SLActive ® 

surface specifically addresses these two parameters. Mechanical tests have demonstrated higher strength of Roxolid implants 

compared to pure titanium implants 2,3 . This high strength is combined with the hydrophilic SLActive ® surface, whose excellent 

osseointegration properties have been shown in various pre-clinical 4 and clinical studies. 5 This delivers peace of mind for treatments 

with small diameter implants. 

Tensile strength (MPa) 

1000 

800 

600 

400 

ASTM Titanium 2 Titanium gr. 4 3 cold Roxolid 3 

Roxolid Titanium 

worked 

Fig. 1: Tensile strength of Roxolid is superior to annealed and cold worked Fig. 2: Histological analysis showing Roxolid (left) and titanium (right). They 

titanium 2 

have shown a better bone in-growth behavior of Roxolid compared to 

pure titanium 4 

Patients Roxolid implants 

40 % 

20 % 

0 % 

35 

30 

25 

20 

15 

10 

5 

4 

58 % 

42 % 

new treatment option old treatment option 

Fig. 3: The non-interventional study demonstrates that in nearly 50 % of the cases, 

Roxolid implants have been used where small diameter implants were 

previously avoided 6 

DESIGNED TO INCREASE PATIENTS’ ACCEPTANCE OF IMPLA 

Patients’ requirements are becoming more complex. Accordingly, you str 

5 

treatment. In order to meet their needs you can differentiate your practice 

offers greater confidence when placing small diameter implants. Roxolid 

6 

31 

18 

0 

referred cases 

suitable cases 

Fig. 4: A market survey has shown that out of 31 patients which are suitable for 

implant treatment, 18 patients are referred to a treatment. 7 Roxolid 

implants are designed to increase this acceptance for implant treatment 

7 

24

print media 

Explanation of the inner face layout on A4 Format* 

1 The green Straumann bar has a height of 13 mm. In the A5 format, the height stays the same. 

2 The lime green bar has a height of 2 mm. In the A5 format, the height stays the same. 

3 The document should contain an introduction with text/bullet points listing the main features or 

benefits of the product/system (usually in a font size of 9 point). 

4 The main text may feature product pictures, additional services, or scientific sources. It may also 

mention related products, application range, etc. 

5 In the case of tables or graphs, use a combination of lime green and gray for a fresh, light look. 

6 In case of the latter, footnotes in short documents should be limited to a minimum (usually in a font 

size of 7 point). 

7 To create distinctly product-specific brochures, the respective visuals reappear partially as design 

elements within the documents. 

In marketing brochures, the dark green bar is usually placed on the top of the page, but may also 

appear on the bottom. In rare cases, use of a lime green bar may be permitted as a design element. 

In technical brochures, the bar must be placed on the top of the page! 

* Please note that all measurements are based on an A4 format and have to be proportionally modified when working in 

a different format. 

25

© Institut Straumann AG, 2009. Reservados todos los derechos. Straumann ® y/o otras marcas registradas y logotipos de Straumann ® 

aquí mencionados son marcas o marcas registradas de Straumann Holding AG y/o sus filiales. Reservados todos los derechos. 

print media 

5.4 Layout back cover 

Ideally, the back of a cover presents some sort of ‘overview’ of a system, product application or 

summary of previously mentioned content (e.g. benefits and features). In the layout, the partial 

design elements may be repeated. The back cover always ends with the green Straumann bar 

containing the website address in white font. The dimensions of the green Straumann bar and the 

lime green bar on the bottom are the same as on the front cover. 

SETTING THE DIE PARAMETERS 

© Institut Straumann AG, 2009. All rights reserved. Straumann ® and/or other trademarks and logos from Straumann ® 

that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved. 

Normal preparation 

No parameter adjustments necessary 

Sharp incisal edge 

Increase Correction of milling radius to allow for the sharp edge 

Flat preparation, very conical preparation 

Increase Beginning of spacer above PL (up to max. 2/3 of die 

height) to achieve more friction 

Reduce Cement gap for a tighter fit 

Preparation with parallel walls without shoulder 

Increase Cement gap to achieve a looser fit 

Preparation with parallel walls and shoulder 

Reduce Beginning of spacer above PL until the colored zones inside 

the copings decrease 

by approx. 10 – 20 % 

by approx. 0.01 mm 

by approx. 0.01 – 0.02 mm 



Parallel walls on bridges 

In bridge situations there may be opposing parallel walls with 

colored areas inside the copings 


Reduce Beginning of spacer above PL until the colored zones inside 

the copings decrease 


09/09 

The information above applies to all materials and is provided to 

optimize the individual fit. We generally advise you to use default 

settings or to make only minor adjustments. 

IPS e.max ® is a registered trademark of Ivoclar Vivadent AG, Liechtenstein. 

© Institut Straumann AG, 2010. All rights reserved. Straumann ® and/or other trademarks and logos from Straumann ® that are mentioned herein are the trademarks or 

registered trademarks of Straumann Holding AG and/or its affiliates. All rights reserved. 

04/10 152.815/e 

EXCELENTE MANIPULACIÓN Y SERENIDAD 

p 100 % sintético, elimina cualquier riesgo de transmisión de enfermedades 

® p Straumann BoneCeramic absorbe rápidamente los líquidos, por lo que se 

adhiere al instrumento de aplicación y, posteriormente, al defecto óseo. 

AMPLIA GAMA DE INDICACIONES 

Alvéolos post-extracción 

Defectos óseos de la cresta 

Elevación de seno 

Dehiscencias 

Defectos intraóseos/ 

alveolar 

furcaciones 

Estudios sobre Straumann ® BoneCeramic 

Indicaciones 

1. Cordaro L. et al. Clin. Oral. Impl. Res. 2008; 19: 796-803 


2. Froum S. J.et al. Int. J. Periodontics Restorative Dent. 2008; 28: 273-281 Elevación de seno 

3. Artzi Z. et al. Clin. Oral Impl. Res. 2008; 19: 686-692 


4. van Assche N. et al. Poster EAO 2007. Data on fi le (study CR 04/05) 

Dehiscencias 

5. Mardas N. et al. Poster IADR 2008. Data on fi le (study CR 03/05) 

Preservación de las dimensiones de la cresta alveolar 

6. Friedmann et al. Clin.Oral Impl. Res. 2009; 20: 708-14 

Elevación de seno y aumento lateral 

7. Zafi ropoulos 2007. Periodontol. 2007; 78: 2216-2225 

Defectos periodontales 

8. Jensen et al. J Biomed Mater Res B Appl Biomater. 2009; 90(1): 171-81 Estudio preclínico, defectos estandarizados en la mandíbula 

9. Jensen S. S. et al. Clin. Oral. Impl. Res. 2007; 18: 752-760 

Estudio preclínico, defectos estandarizados en la mandíbula 

10. Schwarz F. et al. Int. J of Oral & Maxillofacial Surgery 2007; 36: 1198-1206 Estudio preclínico, dehiscencias 

UN ESTÁNDAR PARA EL ÉXITO 

«Hemos utilizado BoneCeramic más de 1.000 veces y se ha convertido en una valiosa ayuda cuando se 

requieren medidas de aumento. Se ha convertido en un estándar por sus componentes totalmente sintéticos, 

su volumen constante y un índice de éxito muy elevado de hasta el 99,6 %.» (Dr. A. Stricker) 

«Mi elección de SBC como material de injerto se basa en sus propiedades osteoconductoras y conservadoras del 

espacio, imprescindibles para el apoyo estructural a largo plazo de los tejidos periimplantarios duros y blandos. 

La degradabilidad de la cerámica ósea es una propiedad deseada, ya que permite la sustitución gradual del injerto 

por hueso vital, capaz de conseguir la osteointegración.» (Dr. B. Levin) 

© Institut Straumann AG, 2010. All rights reserved. 

Straumann ® and/or other trademarks and logos from Straumann ® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG 

and/or its affiliates. All rights reserved. 

www.straumann.com 

26

print media 

5.5 Disclaimers 

On all Straumann publications, products by Straumann or other manufacturers have to be accounted 

for in a disclaimer. The following standard texts have been defined for the six Straumann languages; 

for any other language, please make sure to define your own foreign language version and use it 

consistently in all publications. The standard text may not be modified or altered in any way. 

On brochures, the disclaimer is placed underneath the Headquarters address. In shorter publications, 

the disclaimer appears either above the lime green bar or, to save space, vertically on the righthand 

side of the page. 

English 

Straumann ® and/or other trademarks and logos from Straumann ® that are mentioned herein are 

trademarks or registered trademarks of Straumann Holding AG and/or its affiliates. 

german 

Straumann ® und/oder andere hier erwähnte Marken und Logos von Straumann ® sind Marken oder 

eingetragene Marken der Straumann Holding AG und/oder ihrer verbundenen Unternehmen. 

FRench 

Straumann ® et/ou les autres marques commerciales et logos de Straumann ® mentionnés ici sont 

des marques commerciales ou des marques déposées de Straumann Holding AG et/ou de ses 

sociétés affiliées. 

ITalian 

Straumann ® e/o altri marchi e loghi di Straumann ® qui citati sono marchi di fabbrica o marchi 

registrati della Straumann Holding AG e/o delle sue aziende collegate. 

Spanish 

Straumann ® y/u otros marcas y logotipos de Straumann ® aquí mencionados son marcas o marcas 

registradas de Straumann Holding AG y/o sus filiales. 

Portuguese 

Straumann ® e/ou outras marcas comerciais e logótipos de Straumann ® aqui mencionados são marcas 

comerciais ou marcas comerciais registadas de Straumann Holding AG e/ou suas afiliadas. 

5.6 FOOTNOTES 

Footnotes must be clear and easy to read. They should be in a font size that is appropriate to 

the size of font used in the main body. 7 point is the minimum. Where possible and appropriate, 

footnotes should appear on the same page as the mention in the text. 

5.7 REFERENCES 

The font rules for footnotes also apply for references, which should be consistent with the 'Vancouver' 

style of referencing and may appear on the same page as the mention in the text, or collectively 

on following pages or at the end of the chapter / text. 

27

print media 

5.8 Paper quality 

Paper is more than just a carrier of printed information. Like the character of a type-face, the nature 

and feel of paper play an important role in the overall impression made. When selecting paper, it 

should be remembered that different types of paper also convey different moods, due to structure 

and surface. The optical and tactile impression of the paper quality of a printed item should therefore 

not be underestimated. Matte art paper is always recommended for printed matter. 

The minimum requirement for the production should be 100 % chlorine-free bleached cellulose 

material. The fineness of the paper, which can be felt, and the matte effect, express understatement 

and create an impression of high quality. They convey the modern thinking of Straumann and have 

the effect of being pleasant and friendly. Printers will be pleased to advise in the selection of paper 

based on the information below. 

Paper brand 

LUXOART SILK; white, coated semi-matte 

Paper thickness brochure cover/flyer 250 g/m 2 ; content 135 g/m 2 

28

6. Business Matters 

6.1 Letterhead 

Letterheads follow the general rules of the guidelines. The green fading bar at the bottom has a 

height of 10 mm (0.39“). No lime green flash is used on business documents! The size of the logo 

is 55 mm (2.16“) and the letterheads are DIN A4 (210 x 297 mm) / US letter (8.5” x 11”). All text 

printed from a PC should use Arial. 

1 

2 

Firstname Lastname 

Road xx 

xxxx Town 

Headline 

Please contact 

Author 

Telephone 

+41 965 10 00 

Telefax 

+41 61 965 10 00 

Mobile 

+41 79 000 00 00 

E-Mail 

firstname.lastname@straumann.com 

3 

Rud delismodiam duipsum sandionulla feuguer iliquis doleniam ilit lan ulla autat aliquam dunt utpatem 

quat, velis nulla alit, quis et, susto corpero core te tat, quatuerat, quipis nismolor aliquip sustie magna 

faciduipsum zzrit ad te faccum ilit alis eum vendrercinim alismodio doloboreet, velesto dit ea commy 

num ing ex eril essit nullan vel ut nosto odiamconse magna aliqui tem quis euismol orercin utatis 

nonse tie volessequi blan ulluptatis exer sit, quamconum ip eliquisi blaorercin et autem irit ulput at. 

Magnibh ea facinibh etum ercidui blandio odigna feugue ex esent vel iureet ex eum dolobore consequisi 

ea faccum in ulla feugiam commod modolore velis nonsendre duipsum vel utat praeseq uatetue 

commy nonsectet lore vel utat velessectet nulla corem veratue veniamet aut ate dolute ea feu feugiam 

veliscin vero odipis dolor secte doloborem eliqui blandigna facipis modolobore tate venibh ea con eu 

feugiat. 

Ed tet, sum num incip ent dignit am, veliquat. Ut ea facipsum il ea alit velit am veros nullum autpatumsan 

ut ero do eraesto core min utpat. 

Quat. Estie ex ercilis ad te faciduis nostrud tatuerc illaorperos ea alis am vullam dunt loreetum in henis 

nostincilit wis dunt velendre commy niam, sustrud magna ad et lorer sim at dolum do dip et lutpatu 

erilism odigna feu feumsan utem ing endre faci et adignisit velenis sequiss equatueros dignibh eugait 

numsandit laore magna faci essequisci tat nos nulputem quis adip ex eros er iniat verit, quipsum quat 

wisim accum velenim ate consequisi exeros ex exero consed tat alit et erostrud eugue commy num 

nis nulla faccum estrud delessenit incidunt laore vullam, cor accum vercing eugait praesecte eriliquatie 

dolorpero dolobore delismodo odolore min vulput ilis nibh et amcor autem do el esequis dunt lamet 

iriusto eliscil ilis eugueros num irilit niam delent veliquat nonsequis dolore consed tat, conullaor sectem 

quat wissit veliquis nisit ut ulla facil del eumsan. 

4 

Institut Straumann AG ▪ Peter Merian-Weg 12 ▪ CH-4002 Basel ▪ Switzerland 

Phone +41 (0)61 965 11 11 ▪ Fax +41 (0)61 965 11 14 ▪ info@traumann.com ▪ www.straumann.com 

5 

6 

1 Strauyamann logo 

2 Recipient address 

3 Sender address and date 

4 Body text Arial 9/14 pt. 

5 Contact information 

6 Green background with fading 

29

Usiness matters 

6.2 Fax paper 

Fax paper is printed in black and white. Please note that this is the only medium on which the 100 % 

black logo may be used. For improved readability, the margin for text and logo is wider than on 

other materials. The green bar is not incorporated on fax stationery. 

The fax Word template is uploaded automatically to all PCs of Straumann employees. 

1.5 mm 

1 

telefax message 

1 / 2 

2 

to: 

max muster 

from: 

sandra muster 

Copy: 

sven muster 

Date: 01. November 2010 

Re: 

Pages: 2 

fax-No: 555 5555 55 55 

Headline 

Rud delismodiam duipsum sandionulla feuguer iliquis doleniam ilit lan ulla autat aliquam dunt utpatem quat, 

velis nulla alit, quis et, susto corpero core te tat, quatuerat, quipis nismolor aliquip sustie magna faciduip 

sum zzrit ad te faccum ilit alis eum vendrercinim alismodio doloboreet, velesto dit ea commy num ing ex eril 

essit nullan vel ut nosto odiamconse magna aliqui tem quis euismol orercin utatis nonse tie volessequi blan 

ulluptatis exer sit, quamconum ip eliquisi blaorercin et autem irit ulput at. Magnibh ea facinibh etum ercidui 

blandio odigna feugue ex esent vel iureet ex eum dolobore consequisi ea faccum in ulla feugiam commod 

modolore velis nonsendre duipsum vel utat praeseq uatetue commy nonsectet lore vel utat velessectet nulla 

corem veratue veniamet aut ate dolute ea feu feugiam veliscin vero odipis dolor secte doloborem eliqui 

blandigna facipis modolobore tate venibh ea con eu feugiat. 

3 

Ed tet, sum num incip ent dignit am, veliquat. Ut ea facipsum il ea alit velit am veros nullum autpatumsan 

ut ero do eraesto core min utpat. Quat. Estie ex ercilis ad te faciduis nostrud tatuerc illaorperos ea alis am 

vullam dunt loreetum in henis nostincilit wis dunt velendre commy niam, sustrud magna ad et lorer sim at 

dolum do dip et lutpatu erilism odigna feu feumsan utem ing endre faci et adignisit velenis sequiss equat 

ueros dignibh eugait numsandit laore magna faci essequisci tat nos nulputem quis adip ex eros er iniat 

verit, quipsum quat wisim accum velenim ate consequisi exeros ex exero consed tat alit et erostrud eugue 

commy num nis nulla faccum estrud delessenit incidunt laore vullam, cor accum vercing eugait praesecte 

eriliquatie dolorpero dolobore delismodo odolore min vulput ilis nibh et amcor autem do el esequis dunt 

lamet iriusto eliscil ilis eugueros num irilit niam delent veliquat nonsequis dolore consed tat, conullaor 

sectem quat wissit veliquis nisit ut ulla facil del eumsan. 

This telefax is confidential and may contain legally privileged information. If you are not the intended recipient, 

please inform the sender immediately and delete this telefax including any attachments. 

Institut Straumann AG b Peter Merian-Weg 12 b CH-4002 Basel b Switzerland 

Phone +41 (0)61 965 11 11 b Fax +41 (0)61 965 11 14 b info@straumann.com b www.straumann.com 

4 

1 Straumann logo 

2 Fax data 

3 Body text Arial 9/14 pt. 

4 Contact information 

30


6.3 business card 

Straumann business cards are the same size as a standard credit card (85 mm x 54 mm/3.375” x 

2.125”) and use a horizontal format. Optionally (eg. for sales representatives), a two-sided business 

card may be used. For cost reasons, it is recommended that business cards should be printed using 

Pantone color. Please note that the lime green flash is not used on business cards. 

The template is available for download on the CD-ROM. 

Firstname Lastname 

Title/Function 

Direct Dial +41 (0)61 965 11 11 

Phone +41 (0)61 965 11 11 

Fax +41 (0)61 965 11 11 

Mobile +41 (0)61 965 11 11 

firstname.lastname@straumann.com 

Straumann Holding AG 

Peter Merian-Weg 12 

CH-4052 Basel 

Switzerland 

www.straumann.com 

6.4 message card 

Message cards have a format of 148 x 105 mm (5.83” x 4.13”). The height of the green bar is 15 mm 

(0.59”) and contains the web address. Please note that the lime green flash is not used on message 

cards. 

31


6.5 Envelopes 

Before production, please check your national postal requirements. If necessary, please change the 

design accordingly and send a specimen to Creative Agency for approval. 

FRANKING AREA 

FRANKING AREA 

CODING AREA 

1 

FRANKING AREA 


10 MM 

CODING AREA 


1 These zones must stay white and may not contain any elements. 

32

7. promotional items 

7.1 giveaways 

All Straumann promotion material should use white, gray, silver or, in rare situations, black as a basic 

color. Straumann Green should be used for color accents on gifts (e.g. clip on a pen, collar on a 

shirt). The Straumann logo should always be printed in its original colors. However, there can be 

exceptions (e.g. Straumann notebook). 

33

8. trademarks 

The consistent presentation of Straumann products is a key factor in the creation of marketing and 

other materials. This includes correct usage of product branding, including unregistered and registered 

trademark symbols. 

8.1 Unregistered and registered trademarks 

The following list provides an overview of Straumann brands and products and their registration 

status as designated by the symbol. 

Logos 

STRaumann ® CARES ® DIGITAL SOLUTIONS 

Straumann ® CARES ® Visual 

Straumann ® CARES ® Scan CS2 

Straumann ® CARES ® CADCAM 

Straumann ® CARES ® Guided Surgery 

etkon 

etkon_visual 

coron ® 

polycon ® 

ticon ® 

zerion 

PRoducts 

Biora ® 

Emdogain ® 

PrefGel ® 

BoneCeramic 

MembraGel ® 

34

trademarks 

materials & Product lines 

SLA ® 

synOcta ® 

SLActive ® 

Water implant (as a registered design) 

CARES ® 

CrossFit ® 

Bone Control Design 

Roxolid ® 

Slogans/tag lines 

More than implants 

Naturally attractive 

Eliminate the Dip ® 

The surface with success built in ® 

Consistent Emergence Profiles 

PRoducts 

Please note that this list reflects the status of registrations (September 2010) and is subject to change. 

This list is not intended to be exhaustive; adhering to this content will not guarantee or substitute 

for final approval of a marketing document. Please also note that some registrations are valid for 

some regions only. 

8.2 use of trademarks 

As a general rule, products should carry their respective trademark or registered sign at least once 

on each page, preferably at first mention (e.g. in headlines, introductions, etc.). For repeated use 

within one document, Straumann HQ recommends using the symbols as consistently as possible. If 

a product appears together with the registered Straumann ® (e.g. Straumann ® Emdogain, Straumann ® 

SLActive, etc.), the registered sign behind the product is usually dropped to avoid ‘overloading’*. 

This particularly applies to highly visible texts in headlines, advertisements, etc. 

* Please note that ‘CARES ® ’ must always be mentioned carrying its registered trademark sign and may never appear without 

the preceding ‘Straumann ® ’. Also, the usage of ® combined with (e.g. Straumann ® MembraGel) is permitted. 

35

9. style guide 

Style and translation guide 

One of the most challenging endeavors of a multi-national, multi-lingual company like Straumann is 

the development of a ‘Corporate Language’ which is internationally understood and recognized. 

Please refer to the following recommendations for the writing of original manuscripts in English and 

adhere to the translation guidelines in all subsequent processes. 

9.1 English manuscript guidelines 

As a general rule, documents are written in English and are passed through an approval process 

at headquarters in Basel, Switzerland before they are released for publication. For stylistic and 

formal coherence, the following should be observed: 

Content 

Marketing documents should place an emphasis on the main sales proposition of the respective 

product and should be conceived according to the formats usually employed by Straumann (e.g. 

one-page advertisement, four-page flyer, marketing brochure, etc.). 

In very short documents, footnotes should be avoided whenever possible. 

The use of more than one expression/term for one and the same product/procedure/system 

should be avoided. 

Coherent and correct usage of trademarks and third-party product references should be ensured 

throughout the document. 

Standard texts such as disclaimers or similar (if such exist for the respective product) create a 

uniform look across our documentation and should be used if available. 

Format 

All Straumann documents follow American English spelling rules: color vs. colour, analyze vs. analyse, 

enrollment vs. enrolment, center vs. centre, catalog vs. catalogue, check vs. cheque, judgment vs. 

judgement, license vs. licence, program vs. programme, counseling vs. counselling. 

For English, Straumann employs the dot as the decimal sign on the baseline (e.g. 5.2). 

In units of measurement, a non-breaking space has to be placed between number and unit (e.g. 

100 km, 40 %, 26 °C, Ø 6 mm), in accordance with the International System of Units (SI). 

Commas may not be used to separate long sequences of digits (e.g. 200 000). 

Use upper case and singular case when referring to the specific product name (e.g. drill stop as a 

generic name vs. Straumann ® Drill Stop). 

Double quotation marks “ ” are reserved for speech. Single quotation marks ‘ ’ are used to highlight / 

distinguish words / terms in text and to use within quotations / speech, e.g. “I admire Straumann’s 

principle of ‘simply doing more’,” he said. 

36

Style guide 

9.2 Foreign language documents 

Foreign language documents are a vital tool in representing Straumann’s corporate identity products 

in different markets worldwide. When creating original documents in a language other than English, 

the points mentioned in the Content section of chapter 9.1 should be observed. For translation, the 

following additional guidelines must be observed: 

Content 

Unless different legal or regulatory requirements apply, it is vital that the wording of the original 

document be maintained. Content may not be added or modified, unless the requested changes 

were previously approved and implemented into the English master copy by HQ or have undergone 

the standard approval process in the jurisdiction of the respective language. 

To maximize readability and to minimize potential legal implications, it is absolutely vital that 

technical documentations, user manuals and similar texts always use consistent terminology in 

all languages. 

Format 

For languages other than English, Straumann employs the comma as the decimal sign on the baseline 

(e.g. 5,2). 

With abbreviations, it is recommended that the translator places the abbreviation and its English 

long form in brackets following the translation, e.g. deproteinisiertes bovines Knochenmineral 

(DBBM, deproteinized bovine bone mineral). If an official abbreviation exists and is known in the 

country, the translator places the official abbreviation in brackets following the translation of the 

long form, e.g. Estados Unidos (EE.UU.) 

Do not translate 

Product and company names: Institut Straumann AG, Straumann Holding AG, Straumann CADCAM 

GmbH, Straumann ® MembraGel, Straumann ® Dental Implant System, Straumann ® CARES ® 

Guided Surgery, Straumann ® CARES ® Digital Solutions, Straumann ® BoneCeramic, IPS e.max ® 

CAD, etkon_visual 

The Straumann claim: Committed to simply doing more… 

Titles relevant to Straumann ® in the framework of a new corporate marketing appearance, launch, 

campaign, etc. (e.g. ‘For Life’). 

Footnotes, References, Bibliography (titles of articles, publications, etc.) 

37

10. Electronic media 

10.1 PowerPoint presentations 

PowerPoint is a key tool for sharing information on Straumann externally. It is important, therefore, 

that PowerPoint presentations have a consistent Straumann feel and look. Furthermore, they should 

reflect our core beliefs of simplicity and reliability (quality). The Straumann guidelines for PowerPoint 

presentations – with templates, rules and recommendations – are available on my.straumann. The 

template is also available directly in PowerPoint. The examples below can be found with further 

details in the template. 

38

electronic media 

10.2 Online applications (websites, portals, etc.) 

Graphic and layout requirements for online publishing differ from those for print media. Nevertheless, 

the principles of the Straumann Corporate Design / Corporate Identity Policy are still valid, 

although their application may vary. For this reason an Appendix containing rules and guidelines 

will be developed and published on my.straumann. 

39

International Headquarters 

Institut Straumann AG 

Peter Merian-Weg 12 

CH-4002 Basel, Switzerland 

Phone +41 (0)61 965 11 11 

Fax +41 (0)61 965 11 01 

© Institut Straumann AG, 2010. All rights reserved. 

Straumann ® and/or other trademarks and logos from Straumann ® that are mentioned herein are the trademarks or registered trademarks of Straumann Holding AG 

and/or its affiliates. All rights reserved. 

Straumann products are CE marked 11/10 BA1110

corporate design / corporate identity policy - Straumann

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?