Corporate
Identity
The New Chiesi Logo
The new Chiesi logo has a dynamic, fully customised logotype and a refined and more approachable look. The weight of
the icon is now balanced against the word, and a new colour, Chiesi Pink, is introduced to the logo for the first time.
This pink colour is a unique and smashable new component of the Chiesi brand.
Chiesi Corporate Identity
The New Chiesi Logo
Primary Logo Reverse Variation All White Variation All Black Variation
Icon Colours Logotype Icon Colours Logotype Logo Colour Logo Colour
Pantone 227C Pantone Black C Pantone 227C Pantone Bright White Pantone Bright White Pantone Black C
rgb: 185 0 102 rgb: 0 0 0 rgb: 185 0 102 rgb: 255 255 255 rgb: 255 255 255 rgb: 0 0 0
cmyk: 7 100 7 21 cmyk: 0 0 0 100 cmyk: 7 100 7 21 cmyk: 0 0 0 0 cmyk: 0 0 0 0 cmyk: 0 0 0 100
hex: b90066 hex: 000000 hex: b90066 hex: ffffff hex: ffffff hex: 000000
Pantone Cool Gray 4 C Pantone Cool Grey 8 C
rgb: 187 188 188 rgb: 136 139 141
cmyk: 24 17 15 0 cmyk: 44 34 29 10
hex: bbbcbc hex: 888b8d
The logo can be used in one of four different variations. The primary logo is used on solid white backgrounds, and the
reverse variation is used on solid black backgrounds. There is a further white version of the logo, that is used against
Chiesi Pink - specifically the Chiesi Pattern, that is introduced later in this section.
Both black and white variations can be used as watermarks, and when a greyscale logo is needed,
against white or black respectively.
Supporting files: The logo is available in all four variations, as original Illustrator files, .eps files and transparent high resolution .pngs
Chiesi Corporate Identity
Chiesi Logo Usage
Logo Breathing Space Logo Legibility Greyscale & Watermark Versions
Greyscale Watermark
the dot in the
anchor is no
longer visible
minimum size
100 pixels wide
The logo should always be placed in as much clean The logo should never appear so small that the dot in In instances where the logo is printed in greyscale a
space as possible. the icon can no longer be differentiated from the rest pure black (on white) or white (on black) logo is
of the anchor. This applies to both print and digital used, and not a greyscale version of the primary logo.
Although it is not always possible on corner reproduction. The designer/creator’s discretion and
placements, try to leave an icon of breathing space subjectivity should be used in this respect. The same black and white versions can also be used
around the logo at all times. as watermarks.
Chiesi Corporate Identity
Chiesi Logo Usage: Do’s & Don’ts
Do’s Don’ts
Use the primary logo on Use the reverse variation Use the white variation Don’t use a greyscale logo Don’t stretch or distort the Don’t colour the logo (not
white backgrounds on black backgrounds on the Chiesi Pattern in greyscale print proportions of the logo even Chiesi Pink)
Use the black variation on Use the white variation on Use transparent black or Don’t make primary logo Don’t stack the icon above Don’t use icon or
greyscale white backgrounds greyscale black backgrounds white for watermarks transparent the logotype logotype on their own
Chiesi Corporate Identity
Chiesi Logo Usage: Image Backgrounds
Don’ts
Don’t place logo away Don’t use the primary Don’t use the black logo
from the corner coloured logo (even on light backgrounds)
The white Chiesi logo can be placed in the corner of
images, with one icon width separating it from the edges.
However the logo should be clearly visible, and area of
Maintain legibility of the Don’t use ‘busy’ & contrasty Don’t use flat, non-brand
image upon which it is placed should have very low logo image backgrounds colours as backgrounds
contrast in both tone and colouration.
Chiesi Corporate Identity
Chiesi ARC Logo
Primary Logo Reverse Variation All White Variation All Black Variation
Icon Colours Logotype Icon Colours Logotype Logo Colour Logo Colour
Pantone 227C Pantone Black C Pantone 227C Pantone Bright White Pantone Bright White Pantone Black C
rgb: 185 0 102 rgb: 0 0 0 rgb: 185 0 102 rgb: 255 255 255 rgb: 255 255 255 rgb: 0 0 0
cmyk: 7 100 7 21 cmyk: 0 0 0 100 cmyk: 7 100 7 21 cmyk: 0 0 0 0 cmyk: 0 0 0 0 cmyk: 0 0 0 100
hex: b90066 hex: 000000 hex: b90066 hex: ffffff hex: ffffff hex: 000000
Pantone Cool Gray 4 C Pantone Cool Grey 8 C
rgb: 187 188 188 rgb: 136 139 141
cmyk: 24 17 15 0 cmyk: 44 34 29 10
hex: bbbcbc hex: 888b8d
The Chiesi ARC Logo includes the three brand pillars - including ‘air’. It can be used in the same variations as the main
Chiesi Logo. Please refer to the previous five pages as a guide for usage - as the rules of use that apply to the main
Chiesi logo also apply to this version.
As the ‘air rare care’ text is smaller than the icon and Chiesi text, this should be the reference for readability and logo
size. Never reproduce the logo at a size so small that ‘air rare care’ cannot be read. When reproduced digitally
the Chiesi ARC Logo should never be smaller than 200 pixels wide.
Supporting files: The logo is available as original Illustrator files, and transparent .pngs
Chiesi Corporate Identity
Which Chiesi Logo Should I Use?
A: The Chiesi Logo B: The Chiesi ARC Logo C: The Brand Pillar Logos
The Chiesi Logo is our main, bold brand The Chiesi ARC logo indicates our three When a communication relates to a single
mark. It is the primary logo associated brand pillars. It should be used whenever brand pillar we use the logos for that
with our company. we present ‘air', ‘care’ and ‘rare’ as a specific pillar.
portfolio of products and services in a
It should be used in all corporate and single document or setting. For instance take a look at the ‘Air’ logo
institutional settings, where we present above. When using this Air Logo ensure
the company to the outside world, The Chiesi ARC Logo will be used at the that the Chiesi Logo appears elsewhere
including signage and broadcast. beginning and the end of communications, on the page.
and then brand pillar logos will be used to
If in doubt always use the Chiesi Logo. tiate each section. There are similar logos for ‘care’ and ‘rare’.
Please Note: No other departmental logos should be used or created, without exception. If you feel you need to display
a new or existing departmental logo please contact comunicacionyrrpp@chiesi.com in the first instance.
Chiesi Corporate Identity
The Brand Pillar Logos
On page 8 of this Brand Guide we
introduced the Chiesi Brand Pillars.
These sub-brands represent the
three areas of specialism and
expertise within the company -
each associated with a specific
portfolio of products and services.
The brand pillar logos are used
whenever we are presenting or
referencing Air, Care and Rare in Products and services Products and services that Treatments and services for
that promote support special care and patients with rare and
internal or B2B communications. respiration. consumer healthcare. ultra-rare diseases.
Additionally, all three sub-brands
have their own very detailed brand
Special care provided by Consumer-facing
guidelines, which should be your medical professionals healthcare
main point of reference when
communicating the pillars, and
products within their portfolios.
Please note: Rare logo development is ongoing.
Chiesi Corporate Identity
Chiesi Air Logo
The Air logo represents the Air brand pillar and its
Primary Logo associated products and services. The pink and grey
icon represents the lungs.
This logo is designed to be placed on a clean white
background or very light plain image. There is also a
reverse variation to be placed on black backgrounds, or
very dark plain images.
When using a brand pillar logo always ensure that the
Chiesi Logo is also present elsewhere on the page, or in
Reverse Variation
the communication.
For more guidance on using the Air brand, please refer
to the Air Brand Guidelines.
Supporting files: These logos are available as
original Illustrator files, and transparent .pngs
Chiesi Corporate Identity
Chiesi Care Logo
The Care logo represents the Care brand pillar and its
Primary Logo associated products and services. The pink and grey
icon represents the heart.
This logo is designed to be placed on a clean white
background or very light plain image. There is also a
reverse variation to be placed on black backgrounds, or
very dark plain images.
When using a brand pillar logo always ensure that the
Chiesi Logo is also present elsewhere on the page, or in
Reverse Variation
the communication.
For more guidance on using the Care brand, please refer
to the Care Brand Guidelines.
Supporting files: These logos are available as
original Illustrator files, and transparent .pngs
Chiesi Corporate Identity
Chiesi Rare Logo
The Rare logo represents the Rare brand pillar and its
Primary Logo associated products and services. The pink and grey
icon represents DNA.
This logo is designed to be placed on a clean white
background or very light plain image. There is also a
reverse variation to be placed on black backgrounds, or
very dark plain images.
When using a brand pillar logo always ensure that the
Chiesi Logo is also present elsewhere on the page, or in
Reverse Variation
the communication.
For more guidance on using the Rare brand, please refer
to the Rare Brand Guidelines.
Please note: Rare logo development is ongoing.
Chiesi Corporate Identity
Typography: Our Two Corporate Fonts (plus our web font)
The font you select may be a small detail, but it makes a massive difference. The Chiesi Brand looks as sophisticated as
it does because of the typefaces we use. That’s why you must always make sure that you only use the three fonts below…
A: Our ‘Formal’ Typeface B: Our ‘Everyday’ Typeface C: Our Web Font
Montserrat
Gotham Narrow Verdana Pro Light Montserrat is a special
font we use just for
our websites.
Gotham Narrow is a special typeface that is critical to how Verdana Pro Light is a more common font that is available
Chiesi looks to the outside world. It is not a font that on all Microsoft PCs. It looks similar to Gotham Narrow.
comes on your computer, so it has to be downloaded &
installed. Verdana Pro Light is the font you should use every day in
informal communications. It should be the default font you
You should always use this font for formal brochures, use instead of any other, in your daily working life.
advertising and PR - basically any communication that
needs to look perfect, polished and designed - especially However - switch to Gotham Narrow for ALL formal,
if it is going outside the building as a printed brochure or a designed, external communications - when we need to
PDF. look our best.
Supporting files: The complete Gotham Narrow font family is should be installed on every employee’s computer, that create marketing/sales/PR material or ‘designed’ documents.
Chiesi Corporate Identity
Chiesi Colour Palette
Primary Colours Secondary Colours Structural Greys
cmyk: 1 0 0 6
Chiesi Pink Pantone Cool Gray 10C
rgb: 99 102 106
Pantone 2111C
rgb: 70 78 126
Pantone 227C cmyk: 57 46 40 25 cmyk: 78 68 7 18
hex: 63666a hex: 464e7e cmyk: 2 0 0 11
rgb: 185 0 102
cmyk: 7 100 7 21
hex: b90066 cmyk: 3 0 0 17
Pantone 7530C Pantone 7679C
rgb: 163 147 130 rgb: 86 61 130
cmyk: 29 32 38 9 cmyk: 78 91 0 2 cmyk: 4 0 0 23
Background Colour hex: a39382 hex: 563d82
White is the main background cmyk: 5 0 0 28
colour, and is used to maintain
a clean design for all layouts Pantone 2262C Pantone 2208C Pantone Cool Grey 4 C
in both print and digital. rgb: 140 172 137 rgb: 84 137 163 rgb: 187 188 188
cmyk: 46 10 47 5 cmyk: 67 27 15 9 cmyk: 6 0 0 34 (alt)
hex: 8cac89 hex: 5489a3 hex: bbbcbc
Black Tab (and copy)
Imagery Is Our Black is the main text colour, Pantone 7423C
Dilutions of the grey from the
Chiesi logo are used to help
structure pages that contain more
Colour Palette and is also used for highlight rgb: 224 98 135
cmyk: 0 71 15 0 complex information, such as
‘tabs’ and feature boxes - where
hex: e06287 presentation slides and brochures.
a bold call-out is needed.
The use of these greys is subtle.
Chiesi has a vibrant colour palette - but that colour comes from the beautiful images we use. Other than those colourful
images the colour palette is simply white (for backgrounds), Chiesi Pink (as an accent colour), secondary colours (for
infographics and charts) and greys and black (for page structure).
It is this reliance on evocative imagery, clean white space, and simple use of colour
that gives Chiesi its sophisticated look.
Chiesi Corporate Identity
B Corp Branding
B Corp Certified Logo
The B Corp Certified logo is the
official mark of a B Corp company.
This logo should be applied to any
brand communication regarding
matters of ethics and social
responsibility.
As we are proud of our B Corp
certification it should also be
promoted in corporate
communications, such as in email
signatures and corporate brochures.
The logo is available in both black
and white variations, and has its own
set of brand guidelines, which
should be reviewed separately.
Supporting files: Comprehensive brand guidelines (and a complete set of logos) are available for B Corp certification.
These are available in English, French, German, Italian, Spanish and Portuguese.
Chiesi Corporate Identity
B Corp Application
Most of the graphic elements and rules for B
Corp messages are the same as Chiesi and
Air communications - including the use of
imagery and design framework.
In fact B Corp communications are a great
opportunity to flex the image guidelines
detailed in Section Two, as human-centric,
emotive imagery perfectly reflects B Corp
values.
The only additions to B Corp branding are
the B Corp logo, and the use of vector
illustrations and handwritten fonts.
A LinkedIn post for B Corp showing the use of the B Corp logo and a hand-written font for the title copy.
Chiesi Corporate Identity
Thank You
If you have additional
questions about our visual
identity and its application,
don’t hesitate to contact
comunicacionyrrpp@chiesi.com
