Table of contents

Alignment with Alcon Vision Suite (AVS)

Adi brand foundations

Adi pronunciation

Adi brand strategy & positioning

Adi internal naming guidance

Adi logo & icon

Adi color palette

Adi typography

Adi design system

Adi interactive components

Adi motion resources (coming soon)

Adi co-branding (coming soon)

Adi brand applications

Downloads

AVS brand guidelines

Adi brand foundations

Adi pronunciation guide

Adi messaging

Adi logos

Adi font

Adi iconography

Adi sample artwork

Adi photos

Adi PPT template

Adi is central to the AVS identity

It represents the digital innovations that power Alcon’s promise of complete partnership. Together with our Equipment and Service brands, it brings to life our vision of seamlessly efficient surgical experiences.

Adi is the branded expression of the dashed ring in the center of the AVS identity. Any time you “zoom in” to that component, transition from discussing AVS to featuring Adi.

Target

Performance-minded surgical practice stakeholders who strive to maximize their business’s performance and value.

Functional promise

Complete partnership for surgical & operational digitization

Emotional promise

Proud to deliver the ultimate surgical experience

Brand promise

The digital foundation of Complete, Connected Care

Supporting performance

- Best-in-segment portfolio of digital solutions

- Integrated platform functionality

- Cloud-based connectivity

Supporting values

- Innovation and continuous improvement

- Efficiency

- Precision

- Continuity

Tension

Surgical eye care practices face growing pressure to digitize—but still get fragmented support for their efforts.

From downward reimbursement pressure, to staff shortages, surging demand, and private equity ownership, surgical eye care practices need to deliver exceptional outcomes more efficiently than ever. And today, that means adopting digital technology across their businesses.

But all too often, they still struggle to find partners who can offer truly holistic support for that evolution. 

One partner may offer a superb planner. Another may have an eCommerce platform. Others may offer point solutions for specific teams or processes. 

But where are the solutions that connect and integrate the whole surgical experience, from clinic, to OR, to outcome?

Sadly, most practices must still piece together a digital toolkit that meets their needs. And all too often, this approach creates gaps that lead to fragmented workflows, disconnected data, and partial solutions. In other words: Nothing like the efficiency those practices need.

It’s a frustrating reality for everyone—from surgeons struggling to gather planning data, to staff dealing with operational blind spots, to patients triplicating paper forms. 

Resolution

Complete partnership takes comprehensive digital innovation.

For our customers to deliver the ultimate in care, they need solutions that surround and support every part of their practice—from the clinic, to the stockroom, to the OR. And for today’s eye care businesses, that takes seamless digital integration of care delivery.

With the Alcon Vision Suite, that end-to-end digital experience is powered by Adi: a groundbreaking platform of solutions to help power practices, drive efficiency, and enhance patient engagement. 

Together with the best-in-class technologies and services provided by the Alcon Vision Suite, Adi completes both our portfolio of market-leading products and the unrivaled partnership we offer our customers. And it connects the surgical experience from the first exam to the refractive outcome, enabling a new level of performance at every step.

That’s our promise to our customers: With Adi powering their practices, they won’t just help people see brilliantly—they’ll see their businesses run brilliantly too.

The Adi platform is the

Digital Foundation of Complete, Connected Care.

Complete, Connected Care.

For surgical eye care practices, Adi provides the comprehensive, customizable, cloud-based platform they need to optimize and grow their business. It offers a full suite of surgical and operational solutions that supports stakeholders at every step of a patient’s case:

- Eye care professionals are empowered to solve their practice’s biggest and broadest challenges while providing more efficient, connected and comprehensive care. 

- Administrative staff can dramatically streamline workflows, increasing both individual and team productivity and overall practice efficiency. 

- Patients benefit from a more cohesive experience from start to finish, resulting in greater levels of clarity and comfort with procedures.  

Complete, Connected, Care.

Adi connects people, products and processes across the surgical experience, creating a continuous digital thread from the first consultation, to case logistics, to the OR and outcome. Its cloud-based solutions enable eye care professionals to:

- Link, integrate, and activate critical data from users’ clinics, supply chain, patient communications, and ORs. 

- Easily access and share key information, products, and insights, anytime, anywhere across the practice.

- Streamline key steps in the surgical experience for surgeons, practice staff, and patients alike.

Complete, Connected, Care.

Like all of the Alcon Vision Suite, the Adi team is committed to providing the exceptional support eye care professionals need to deliver superior care to patients. 

We build strong relationships that help us understand the priorities and challenges of each practice. And we partner closely with users to tailor our solutions and technologies to their specific needs.

Behind every Adi solutions stands a global group of digital product specialists, experts in surgical practice operations, and the Alcon Vision Suite team—all with a deep commitment to continual progress. 

Together, we share one goal for our digital innovation: Empowering eye care professionals to accelerate growth, deliver superior care, and improve patient outcomes.

How we speak

Our words are:

Dynamic: We always look towards the future and spark energizing conversations with our customers about what’s possible.  

Clear: We keep our communications simple, breaking down our products and their benefits in a digestible and direct way. 

Pragmatic: We meet real, immediate challenges with real, impactful solutions.

How we don't speak

Our words are not:

Overbearing: We’re all about opening new doors for our customers, but we never want our energizing spirit to come off too strong or domineering. 

Lofty: While we’re moving the industry forward, we always ground our big visions in the realistic context of our customers’ needs. 

Vague: We never leave customers wondering what we mean, what we’re planning, or what we can do for them. 

How we behave

As creative thinkers and doers, we are: 

Inspiring: We expand what’s possible for eye care professionals, helping them see they can do even more for their patients and practices.  

Proactive: We’re service-oriented, so we let our customers focus on what matters to them while we stay one step ahead on their behalf.

Forward-thinking: We’re always thinking about what comes next, so we’re always prepared when new needs and priorities arise.

How we don't behave

We are not: 

Arrogant: We’re experts in what we do—just like eye care professionals. That’s why we never condescend our customers or boast about our greatness. 

Out of touch: We’re partners that pay attention. We tune into our customers and the industry—and that awareness comes through in everything we do.

Dismissive: Whether it’s surgical or operational, we give every customer challenge equal attention. If it’s important to our customers, it’s important to us.

How we want our audience to feel

They should feel: 

Prepared: We want eye care professionals to feel well-equipped and ready to move their practices forward with our solutions on their side. 

Supported: Whenever our customers need us, we’re there. As their partners, we want them to know they can trust us to have their back. 

In control: We want our customers to feel empowered and confident that they’re making the right choices to accelerate their growth. 

How our audience should not feel

They shouldn't feel:

Overwhelmed: Our customers are busy building their businesses and caring for their patients, so we never want to add extra burdens to their plate.  

Pressured: We don’t want our customers to feel forced into any situation or solution, so we actively listen to their needs and take the time to be thoughtful. 

Unimportant: We never want our customers to feel like their challenges are too small or behind-the-scenes. We’re focused on every outcome—both surgical and operational.

Volume up!

This video provides audio guidance on how to pronounce "Adi." This globally approved pronunciation should be used in all assets with voiceover or narration, and also in any spoken introduction of the brand. 

For quick reference, you can also download a portable PPT version of this guidance below.

BELIEF

We believe digital innovation elevates every product we create, process we touch, and person we serve.

PURPOSE

To digitally support and empower surgical eye care professionals and their patients at every step of their eye care journey.

VISION

To be the digital innovation brand that transforms eye surgery into a brilliantly efficient, effective, and rewarding experience.

Positioning statement

Through digital innovation that enhances surgical performance and streamlines operational workflows, Adi creates new possibilities for surgical eye care professionals, their practices, and their patients.

Value propositions: Adi Practice

Adi Clinic Connect

Streamline communications between clinics and surgery centers, enabling them to easily share patient and surgery information, track OR preferences, and ensure the right Alcon products are reserved and available for surgery.

Adi Inventory Manager

Achieve unrivaled visibility and control of Alcon surgical products moving through the practice, using solutions that enable end-to-end tracking and easy as-needed allocation.   

Adi Online Store

Place, track, and manage Alcon product orders more conveniently than ever with a modern eCommerce platform for surgical inventory.

Adi brand usage: 3 key rules 

1. Adi is a customer-facing brand: It should NOT be associated with internal artifacts

Customer-facing examples include (but are not limited to) product UI, promotional marketing assets, and customer communication. The brand should NOT be used for naming internal artifacts/projects/assets (e.g., back-office operations, technical components, team names, etc).

2. During development: Descriptive, unbranded names ONLY

Working names like “Online Store” are the only ones that should be used for products that are still being developed.

3. At commercial launch: Official, GTM-approved product names ONLY

Names that have been vetted and accepted by product leadership are the only ones that should be used externally.

Why it's important to follow these rules

✔ They help prevent dilution of the Adi brand

✔ They help prevent internal confusion about what to call our digital products modules.

Do's & Don'ts for internal name use

Do...

✔ … continue using established internal working names without the Adi brand when the product is in development

✔ … create new descriptive, non-branded working names as new products begin development

✔ … check with GTM Lead to verify Adi-branded names have been approved before using them with customers

✔ … when describing a specific product module externally, encourage associating the Adi brand with the descriptive module name e.g., Adi Clinic Connect vs. Clinic Connect

Do NOT...

X  … create project aliases or other non-descriptive ways of naming new products (e.g., “Project Ninja”). Use descriptive module “working” names instead. 

X … create or circulate internally Adi-branded names that have not been approved 

X … use any Adi-branded names with customers before they are approved by GTM 

X … use the Adi brand to name internal (non-customer facing) artifacts

Our core identity is designed to elevate Adi’s visual presence in the market. Here are the key rules to follow when using the components of the Adi logo

Primary logo

The primary way to represent the Adi identity is with the combined Adi icon and wordmark.

LOGO USAGE

The Adi primary logo should only be presented on solid colors that show clear alignment with the Alcon or AVS brands, or on freeform gradient backgrounds created using Adi brand blend mode.

Minimum print size: .75 inch

Minimum digital size: 50 px wide

Minimum white space: 1/2 the height of X, with X being the height of the logo.

Logo colorways

The Adi logo and its components should only be displayed on the following backgrounds.

Adi logo (gradient) on Alcon Blue

Adi logo (gradient) on white

Adi logo (gradient) on AVS Gray

NA

Attributed Adi logos

These versions of the Adi logo directly link our digital innovation brand directly to the Alcon Vision Suite. Use either of these options any time you need to make that connection clear.

Product logo lockups

The following lockups may be used when featuring specific Adi solutions. Avoid using multiplying iterations of the Adi logo when featuring multiple Adi solutions.

Icon

The Adi brand identity includes an iconic secondary logo that represents the dynamic way our digital innovations elevate the surgical eye care experience.

This icon can be used to represent Adi in formats or scenarios where the full logo may not be feasible or necessary. Follow the sizing and color rules below to ensure appropriate usage.

Minimum print Size: .25 inch

Minimum digital size: 20 px wide

Minimum White Space: 1/2 the height of X, with X being the height of the icon

Icon colorways

The Adi icon can be used on the same array of background colors as the Adi primary logo.

Logo usage watchouts

DO NOT use the Adi primary or secondary logo in any of the following ways.

Rotated

Flattened

Compressed

On Fuchsia background

On Amethyst background

On Sky Blue background

On other Alcon brand colors

With incorrect icon gradient

With incorrect wordmark colors

Note on our brand color values

As a digital-first brand that's part of the AVS ecosystem.  Adi's color palette is based on RGB and HEX color values. Using these values helps ensure Adi brand assets reflect the vibrant and innovative spirit of both AVS and Alcon's digital innovation portfolio. All of the following RGB and HEX colors can also be accurately reproduced using digital printing techniques. 

To protect this quality, we recommend against using CMYK colors and offset printing for Adi assets. The CMYK equivalents of Adi's RGB/HEX colors do not accurately capture the vibrancy of the Adi brand and should be avoided.

If CMYK values are an operational requirement for your Adi project, they are available upon request when necessary. For more information, contact cara.jacobsen@alcon.com. 

Adi layout colors

These core colors may be used to create and decorate the visual environment for Adi assets and spaces. 

Some of these vibrant colors are optimized for design rather than text content. For appropriate colors to use for text, see Adi Content Colors below.

Note: Adi layout colors include versions of Adi Fuchsia and Adi Amethyst that are suitable for design but have reduced accessibility. These colors should not be used for text content.

Adi content colors

These brand colors are specifically for use with text content. Only these colors should be used for any text use case, including headlines, body content, hyperlinks, and text CTAs.

Note: This group includes content-only versions of Adi Fuchsia and Adi Amethyst that are optimized for accessibility and should only be used for text.

Blue tints

These extended shades of Alcon Blue and AVS Blue may be used for charts, graphs, infographics, and other applications that require similarly detailed distinction of layout components. 

AVS Blue tints

Alcon Blue tints

Color balance

In use, Adi’s vibrant color palette must be carefully balanced to ensure a consistent and appropriate representation of the brand. The ratios shown here should be followed in every Adi asset.

Weighting

These ratios are purposefully allocated for several important purposes:

AVS Blue: Clearly establishes that Adi is part of the Alcon Vision Suite

Alcon Blue: Clearly establishes that Adi is part of the Alcon brand ecosystem

Adi Fuchshia: Vivid identifying Adi color that should be used sparingly as a visual highlight

Adi Amethyst: Only used as a transition color between AVS Blue and Adi Fuchsia

Adi gradient profile

This hallmark gradient is an essential component of the Adi visual identity. Use the following stops for guidance when creating new Adi assets.

Note: This linear example is shown only to demonstrate appropriate transition lengths for Adi brand gradients. Use free-form, non-linear gradients when creating full-bleed designs. Linear gradients should only be used for isolated design elements.

To extend Adi’s alignment with AVS, we’ve adopted the same font and weights as our parent brand.

Headline  •  open sans light

Adi infuses digital innovations into products and processes across the eye care spectrum.

secondary headline  • Open sans light

By enhancing performance and streamlining workflows, we create new possibilities for eye care professionals, their practices,and their patients.

Tertiary headline  • Open sans semibold

Body copy  •  Open sans light

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Angled rounded shapes

Create rounded corner rectangles at various widths  angled at 320 degrees for photo containers and background elements. 

Dot matrix

Incorporate the AVS dot matrix in either normal fill white or overlay transparency. Do not add strokes. Scale accordingly.

Blend Modes

Use the overlay and screen blend modes at various gradient fill percentages to add vibrancy and depth to compositions. 

Example composition  •  Product

Aim for a balance of the branded colors, shapes, dot matrix and blend modes to achieve the optimal composition. Leave plenty of white space for content. Use white filled lines circular dot matrix arrays for additional flourish. A little goes a long way!

Example composition  •  Photo collage

When using photos, mask out the main subject and place within an angled rounded or half circular shape. Combine with gradients, and other branded elements for a complete composition.

Example composition  •  AVS Dashed Ring

The AVS Dashed Ring can be used as an additional graphic element that highlights photography or other important compositional elements. Set to gradient fill to add more depth to the composition.

Icon Examples

CREATING NEW ICONS

New icons should be created with 1.5 pt stroke and rounded corners. Overlapping shapes should always have a gap. All icons must have a circular blue background.

Icon misuse

DO NOT add drop shadow or other special effects, alter the color of the strokes, or change and/or add additional accent fills other than white or cornflower blue.

Button CTA: White background*

Button CTA: Blue background*

Text CTA: All backgrounds*

*Please note: The sizes specified above establish ratios that may be scaled as needed for larger- or smaller-format assets. These ratios can be scaled to any size needed.

Check back soon for guidance on creating Adi-branded motion assets.

Check back soon for guidance on integrating Adi and other Alcon brands in shared assets.

Adi in action

Adi PowerPoint template

This go-to library of Adi-branded slideware can be used to create new presentations that showcase the platform or its solutions.