Baxter International Brand Standards

Brand Standards for
Baxter International
Created, Designed, and Prepared
by Amanda Edelen

Contents
History
Identity & Brand Promise
Logo & Logo Mark
Typography
Color Palette
Photography
Applications

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​Innovation is at our core.
For more than 85 years,
we have been focused
on saving and sustaining
lives and elevating
patient care.
Baxter History
Founded in 1931, Baxter International is an American multinational health
care company. Baxter International is a leading producer of intravenous fluids
and systems. The company primarily focuses on critical care, nutrition, renal,
hospital, and surgical products to treat hemophilia, kidney disease, immune
disorders and other chronic and acute medical conditions. Baxter products and
therapies can be found throughout hospitals and clinics – from the ER to the OR,
from the pharmacy to the ICU – including advancing patients’ care in their home.
For more than 85-years, we have been at the critical intersection of saving and
sustaining lives. And now, we are determined and uniquely positioned to realize
our greatest opportunity to transform global healthcare for years to come.

Identity
Our refreshed brand identity builds upon Baxter’s
rich heritage of medical breakthroughs to advance
the next generation of transformative healthcare
innovations worldwide.

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​Old Logo
The New Logo
Baxter’s promise is to foster innovation. The refreshed logo captures Baxter’s
commitment to improving outcomes for patients, and helping partners meet the
evolving challenges and opportunities in healthcare around the world.
A cross shape is highly recognized in medicine. By separating the cross into four
equal segments, an intersection is constructed. Tilting the segments to the right
signifies moving forward and represents Baxter’s promised innovation.
The refreshed logo embodies the simplicity of the existing logo while embracing
a more modern and approachable tone.
The existing logo consists only of logotype. The font choice is
traditional, but outdated. The existing “Baxter Blue” is a bit too
purple for the medical field.

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Logo Bounding Box
The white emblem should be used as the primary version of the
logo, unless there are specific complications i.e., gray-scale printing,
etc. that prevent the use of the white emblem. Several versions have
been adapted for use in said cases. The logo and logotype should be
used as the secondary versions of the logo.

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Logo - Variations
Logo - Variations

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Logo - Unacceptable Usage
Logo - Unacceptable Usage
Emblems should never be stretched, rotated by anything other than
increments of 90°, flipped horizontally, placed in shapes unless
following bounding box guidelines, altered in color, or have a drop
shadow.
Logotypes should never be stretched, rotated by anything other
than increments of 90°, flipped horizontally, placed in shapes unless
following bounding box guidelines, altered in color, or have a drop
shadow.

Typography
Baxter utilizes two main typefaces.
Overpass Semi-Bold and Roboto Light.

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Typography - Overpass Semi Bold
Typography - Roboto Light
Overpass Semi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*?(){}<>:;
Roboto Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*?(){}<>:;
Overpass Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*?(){}<>:;
Roboto Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*?(){}<>:;
Overpass Semi-Bold is the primary typeface. It is used for headings
in print work, posters, web, packaging and billboards. Overpass
Black can be used if Overpass Semi Bold is not bold enough.
Example: text that overlays photography.
The secondary Baxter typeface is for larger bodies of type such as
paragraphs, captions, and other descriptions. Roboto should not be
used in any other weight unless there are specific complications that
require a heavier weight. In this case, Roboto Regular can be used.

Brand Colors
The existing “Baxter Blue” was refreshed and modernized to
be more inviting and easier on the eyes. A secondary color
palette was created to add depth and variability to
the brand. It is a primarily traditional color palette, with
shades of blues and a pop of a modern orange.

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Primary Brand Colors
Secondary Brand Colors
Baxter Blue
Baxter White
Baxter Teal
Baxter Orange
Baxter Grey
RGB
10, 34, 64
RGB
255, 255, 255,
RGB
2, 87, 123
RGB
221, 146, 17
RGB
209, 211, 212
CMYK
99, 84, 45, 51
CMYK
0, 0, 0, 0
CMYK
96, 63, 33, 13
CMYK
13, 47, 100, 1
CMYK
17, 12, 12, 0
HEX
#0d223f
HEX
#ffffff
HEX
#02577b
HEX
#dd9211
HEX
#d1d3d4
In order to maintain brand equity, the primary “Baxter Blue” was kept
but refreshed. The refreshed “Baxter Blue” is traditional, yet more
inviting and much easier on the eyes. “Baxter White” was added to
complement “Baxter Blue”, adding depth and variability to the brand.
The secondary colors are to be used in complement to the primary
colors. They are meant to enhance the brand’s identity and can be
used to add variety.

Photography
Photography is a key element in emphasizing Baxter’s
goal of championing our employees, our communities,
our customers and patients, and our environment in
everything we do. The audience needs to feel the authenticity
and wholeness of the brand.
The photographs should be detail-oriented and
focus on providing a sense of connection.

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Photography
Photos used in all applications should be high resolution.
The photos should carry the tone of the brand: sophisticated,
innovative, universal, connection, tradition, and culture.
Content of photos should be detail focused and provide a sense of
connection. Photos will be primarily used in large-scale sizing for
web, print, and advertisements.

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Photography
Photography
Photos should be bright and have a clear subject. Our photography
should focus on people — particularly up-close shots of a task.
Photos that are not people-driven may consist of details of medical
equipment or products. Pops of color are acceptable but are
preferred to be medical blue or another primary color.

Applications
How the new brand identity is carried
throughout the entire system.

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