Pfizer Brand Guidelines

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Pfizer Brand Guidelines

  1. 1. HeaderPfizer Branding Guidelines1Version 1.2 December 11, 2009 Copyright ©2009 Pfizer. All rights reserved.Pfizer Brand GuidelinesVersion 1.2December 11, 2009
  2. 2. Pfizer Branding Guidelines2Version 1.2 December 11, 2009 Why a strong brand is importantHow to use this documentUser groupsBrand managementStrategy and messagingOur path forward – The next stepOur Purpose Our Mission Our Commitments Our Strategies Our ValuesBrand architectureWhat is brand architecture? Masterbrand strategy The Pfizer brand architecture The Pfizer brand architecture structure Visual identity1. The masterbrandWho should use it?The Pfizer logoLogo colors: preferred Logo colors: alternate Logo formats: on-screen Logo: clear space Logo: scaling and minimum size Logo: on backgrounds Logo don’ts Logo overviewThe Pfizer logo-themelineLock-up configurations Lock-up color versions Clear space Scaling and minimum size Pfizer logo-themeline overviewThe Pfizer colorsUse of tints for information graphics Color principle 1: use colors sparingly Color principle 2: use colors purposefully Color principle 3: use colors for pacingImagerySubject matter and style Depth of field Cropping Overview Don’tsThe Pfizer dotted illustration stylePfizer dotted illustration rules Pfizer dotted illustration don’ts Selecting the appropriate dotted illustration Creating additional dotted illustrationsTypographyThe Pfizer primary typeface Display typeface Display typeface don’ts System typefaceGridsBuild your grid: step 1 Build your grid: step 2 Build your grid: step 3 Sample vertical grid format Sample vertical grid format smallSample horizontal grid formatHow to build a layoutWho should use it? Setting up the grid Setting up the workspace Placing the typography Setting type in your layout Placing the imagery Placing the PDot typeface Placing the dotted illustration Combining typography, imagery, and illustration Sample brochure covers Sample spreads Sample slim jims Sample postersApplicationsOffice system Business card Envelope Letterhead Mailing Labels Notepad Powerpoint2. Enabling functionsEnabling FunctionsSize Relationship Placement Enabling Functions: don’ts Applications3. DivisionsDivisionsSize Relationship Placement Enabling Functions: don’ts Applications4. pfizer programs & initiativesPfizer Programs & InitiativesDecision Tree Solution Overview Corporate-wide External Color Options Internal Corporate Wide Size Relationship External Corporate Wide Size RelationshipTable of contents3 4 56 7 8 9 9 9 9 910 11 12 13 14 15 16 1718 19 20 21 22 23 24 25 2627 28 29 30 31 3233 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 5758 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 7980 81 82 83 84 8586 87 88 89 90 9192 93 94 95 96 97 98
  3. 3. 3Version 1.2 December 11, 2009 Pfizer Branding GuidelinesPfizer is driven by a clear purpose: Working together for a healthier world. Living our Purpose means that across the Pfizer organization, we are unified in our approach and collaborative in our efforts to make a difference in the lives of the people we touch. This effortapplies to everything we do — from our scientific methodology, to our manufacturing processes, to the tone, look, and feel of our communications.This document was developed to help us work together to buildconsistent, branded communications that collectively build Pfizer’sreputation in the communities we serve. Using these guidelines willenable us to create materials that speak to specific audiences whilemaintaining one, unified voice.Together, we can contribute to Pfizer’s reputation as a leader in globalhealth and well-beingWhy a strong brand is important
  4. 4. 4Version 1.2 December 11, 2009 Pfizer Branding Guidelines / How to use this documentHow to use this document1. Understand our goalsThe strategy and messaging section provides key information regardingthe strategy, messaging, and architecture that organize and drive us as a company.2. Learn our visual toolsThe visual identity section starts with our masterbrand and then extendsinto the remaining parts of our brand architecture. Everyone should understand the overarching visual system as well as the specific part thatapplies to your division, business unit, program, etc.3. Identify what is neededThe visual tools and applications in these guidelines are designed fora range of user types. First, select the application you are creatingand then identify the corresponding user level that is required for thatapplication type. The user groups are outlined on the next page.General Users Communications Professionals Design Agencies
  5. 5. 5Version 1.2 December 11, 2009 Pfizer Branding Guidelines / How to use this documentUser groupsThere are three main groups of users who will use these guidelines. Based upon the following criteria, determine to which group you belong. Then observe those rules that apply:General usersGeneral users make use of predesigned templates; however, forthose interested, the information included here is an excellent aid tounderstanding the principles at work in Pfizer communications pieces.Communications professionalsCommunications professionals work within Pfizer to developcommunication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand.Design agenciesDesign agencies partner with Pfizer via a structured creative process to develop materials. Agencies provide expert design application skills, strategic advice, and broad conceptual abilities. They will find this information to be an excellent starting point for the development process.General Users Communications Professionals Design AgenciesRefer to the upper right hand corner ofthe page for your group designation.General Users Communications Professionals Design Agencies
  6. 6. 6Version 1.2 December 11, 2009 Pfizer Branding GuidelinesWho to ask: Robert Neufeld Worldwide Communications Corporate Brand Management, Pfizer Inc235 East 42nd StreetNew York, NY 10017212.573.2137 robert.neufeld@pfizer.comJoshua Weitzman 235 East 42nd StreetNew York, NY 10017212.733.5387 joshua.weitzman@pfizer.com Where to find resources: id.pfizer.comBrand management
  7. 7. 7Version 1.2 December 11, 2009 Pfizer Branding GuidelinesOur Path Forward – The Next Step Brand architectureStrategy and messaging
  8. 8. 8Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Strategy and MessagingOur Path Forward – The Next StepOur Path Forward – The Next Step articulates the essence of what we do. Its reach is broader than day-to-day activities. It conveys thestrategic value of our organization and is consistently communicated by our actions and communications. It ensures that our audiences gain a true understanding of our purpose and a sense of our significance for world health.
  9. 9. 9Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Strategy and MessagingOur Path Forward – The Next StepOur PurposeThe definitive statement about the difference weare trying to make in the world:Working together for a healthier world™It is the reason we exist and why we come to workeach day. We are in the noble business in bringingbetter health care to more people around the world.How We Work Together for a Healthier World:Our MissionOur Path Forward initially focused on transformingPfizer, so we can serve our customers moreeffectively. Pfizer is now much more diversifiedand far-reaching, that is why we have extendedour mission to reflect these changes. Pfizer’s newmission is to:Apply science and our global resources to improvehealth and well-being at every stage of life.The Promise We Make: Our CommitmentsHaving built a track record of keeping commitments,we can now ask ourselves: How can Pfizer uniquelyserve the world’s diverse health needs like no othercompany? The answer is in the seven commitmentsthat showed the world what we can contribute. We will:• Advance wellness, prevention, treatments,and cures• Bring the best scientific minds together tochallenge the most feared diseases of our time• Set the standard for quality, safety, andvalue of medicines• Use our global presence and scale to make adifference in local communities and the worldaround us• Promote curiosity, inclusion, and a passionfor our work• Be a leading voice for improving everyone’sability to have reliable and affordable health care• Maximize our financial performance so we canmeet our commitments to all who rely on usOur StrategiesGeneralized statements of the long-term tactics weaim to achieve to advance the business• Optimize the patent-protected portfolio• Find and capitalize on new opportunitiesfor established products• Grow in emerging markets• Grow our diversified businesses• Instill a culture of innovation andcontinuous improvementWhat We Stand For: Our ValuesOur values represent our core beliefs. They informour decisions and guide our actions every day. Thisreflects our increased focus on serving the needsof our customers. We need to work more closelywith partners inside and outside of Pfizer, and theconcept of collaboration expresses this orientationmore precisely. These are Pfizer’s enduring values:• Customer focus• Community• Respect for people• Performance• Collaboration• Leadership• Integrity• Quality• InnovationThey describe the type of company we want to be, and we should demonstrate them ineverything we do.General Users Communications Professionals Design Agencies
  10. 10. 10Version 1.2 December 11, 2009 What is brand architecture? Masterbrand strategy The Pfizer brand architecture The Pfizer brand architecture structureBrand architecturePfizer Branding Guidelines / Strategy and Messaging
  11. 11. 11Version 1.2 December 11, 2009 Brand architecture helps define an organization by rationalizing howbusinesses and products are communicated—it is not an organizationalstrategy. An architecture strategy is essential in communicating ourbreadth and depth of offerings, as well as clarifying the relationshipbetween various entities. It defines the relationships of tangible assets:• Trademarks • Names • Graphic identities • TaglinesThe benefits of a defined brand architectureThe Pfizer architecture should:• Create clarity• Drive long-term shareholder value• Establish Pfizer as a leader in healthcare• Generate cost savings• Support market-focused branding• Reinforce the vision of “One Pfizer” It should help customers find exactly what they are looking for. Through a clear set of rules and an accompanying signature system, we can protect and promote the equity of the Pfizer identity.What is brand architecture?Pfizer Branding Guidelines / Strategy and Messagin / Brand architectureGeneral Users Communications Professionals Design Agencies
  12. 12. 12Version 1.2 December 11, 2009 Pfizer enforces a masterbrand strategy to build the Pfizer brand.The chart illustrates the cyclical nature of the pharmaceutical business and that, over time, the only constant is the Pfizer brand.Product brands have significant life spans, but eventually their patents expire, and the Pfizer brand helps to take the product forward.The Pfizer brand carries more weight from the beginning for nonbrandedgenerics. Divisions and business units might have a long life cycle, butthey also retire as the marketplace changes.Therefore, all elements need to work together to enhance the value ofthe Pfizer masterbrand. This strategy will benefit the organization overallas the brand value will extend to all supported elements in the long run.The following pages explain the relationships among the entities withinPfizer. Functions, divisions, programs, and products all help tell the Pfizerstory and have clearly defined relationships to the Pfizer brand. As aresult, Pfizer receives credit for the contributions these groups are makingto building healthcare around the world.Masterbrand strategyPfizer Branding Guidelines / Strategy and Messagin / Brand architectureBrandEquityPfizer MasterbrandDivisionsTimeProductsBusiness UnitsGeneral Users Communications Professionals Design Agencies
  13. 13. 13Version 1.2 December 11, 2009 Pfizer’s functions, divisions, programs, and products form eightlayers that serve as the foundation of the architecture system.A masterbrand strategy requires that a single brand—Pfizer—playan important role in all eight layers. Entities must link to the Pfizermasterbrand by communicating within a standard visual andsignature system.Entities toward the top of this structure are centralized corporatefunctions and indicators of the organizational structure, and shouldonly use the Pfizer visual identity system. Their names are not lockedup with the Pfizer logo.Entities closer to the bottom require more flexibility to communicatewith specific audience groups. These entities have more flexibility withthe visual system, and use the Pfizer logo somewhere on the page.2 Enabling Functions1 Pfizer Masterbrand3 Divisions6 Business Units4 Internal Programs and Initiatives5 External Programs and Initiatives7 Business Units Programs and Initiatives8 Products and Product MarketingThe Pfizer brand architecturePfizer Branding Guidelines / Strategy and Messagin / Brand architectureGeneral Users Communications Professionals Design Agencies
  14. 14. 14Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Strategy and Messagin / Brand architectureThe Pfizer brand architecture structure1 Pfizer Masterbrand INTERNAL/EXTERNALINTERNAL2 Enabling Functions (Internal)5 External Programs Initiatives (Corporate-wide and Division-wide)7 BU Programs Initiatives (Internal and External)8 Products Product MarketingCORPORATE-WIDE External Programs and Initiatives span the entire organization and are stewards of the company’s reputation. They help establishPfizer as a leader in healthcare by touching more than one Divisionwithin Pfizer and providing resources for external audiences.(e.g., Pfizer Investments in Health)Each Division is composed of Business Units, and each Business Unit serves a specific purpose, need, and audience. Not all Business Units are customer facing, therefore eachneeds to be evaluated independently.Products are the revenue drivers of the organization and havethe most visible presence in the marketplace.EXTERNAL Business Unit Programs and Initiatives originate in only one Business Unit, and external audiences engage with Pfizer throughthese Programs and Initiatives. They provide resources and serve specific audience needs. (e.g., First Resource, Global Access, All Eyes on Glaucoma, etc.)DIVISION-WIDEExternal Programs and Initiatives originate in a Division of Pfizer and touch more than one Business Unit. External audiencesengage with Pfizer through these Programs and Initiatives. Theyserve a targeted external audience and provide a common resourcefor key audiences. (e.g., Pfizer Helpful Answers, Pfizer Pro, etc.)INTERNAL Business Unit Programs and Initiatives originate in only one Business Unit and provide resources and support for employees.(e.g., Area Commercial Team, PAH Online, etc.)6 Business UnitsThe masterbrand establishes Pfizer as the corporate umbrella under which all programs, initiatives, and products are created and communicated.The logo is the primary representation of the masterbrand.Enabling Functions include the permanent departments and sub-departmentsthat provide guidance, support, and resources for Divisions and Business Unitsthroughout Pfizer. Though they are not customer facing, Enabling Functionsspan the breadth of Pfizer, supporting all its business areas and employees. (e.g., Global Operations, Finance, Legal, Corporate Travel, etc.)3 Divisions The five Divisions represent and manage the key operating areas wherePfizer generates business value. Each Division represents a specific areaof expertise. (i.e., Pharmatherapeutics Research and Development Group,Biotherapeutics Research and Development Group, Diversified Businesses,Manufacturing.)4 Internal Programs Initiatives (Corporate-wide and Division-wide)CORPORATE-WIDE Internal Programs and Initiatives span the entire organization and provide common resources and support for all Pfizer employees. They are temporary and/or reoccurring events established and controlled by an Enabling Function. (e.g., Healthy Pfizer)DIVISION-WIDEInternal programs and Initiatives originate in a Division of Pfizer and touch more than one Business Unit. They aretemporary and/or reoccurring events, and they provide acommon resource for and unify the Division.INTERNAL EXTERNALPFIZER HUMAN RESOURCESBiopharmaceutical BusinessesGeneral Users Communications Professionals Design Agencies
  15. 15. 15Version 1.2 December 11, 2009 Pfizer Branding Guidelines1. The masterbrand 2. Enabling functions 3. Divisions 4. Internal programs and initiatives 5. External programs and initiatives 6. Business units 7. Business unit programs and initiatives 8. Products and product marketingVisual identity
  16. 16. 16Version 1.2 December 11, 2009 Who should use it? The Pfizer logoThe Pfizer themelineThe Pfizer colorsThe Pfizer imageryThe Pfizer dotted illustration styleTypographyGridsHow to build a layoutApplicationsPfizer Branding Guidelines / Visual Identity1. The masterbrand
  17. 17. 17Version 1.2 December 11, 2009 Who should use it?Pfizer Branding Guidelines / Visual Identity / 1. The masterbrandThere are three main groups who use these guidelines. Determine whichgroup you belong based on the following:General usersGeneral users make use of predesigned templates; however, forthose interested, the information included here is an excellent aid tounderstanding the principles at work in Pfizer communications pieces.Communications professionalsCommunications professionals work within Pfizer to developcommunication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand.Design agenciesDesign agencies partner with Pfizer via a structured creative process to develop materials. Agencies provide expert design application skills, strategic advice, and broad conceptual abilities. They will find this information to be an excellent starting point for the development process..General Users Communications Professionals Design AgenciesGeneral Users Communications Professionals Design AgenciesRefer to the upper right hand corner ofthe page for your group designation.
  18. 18. 18Version 1.2 December 11, 2009 The Pfizer logoPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrandThe Pfizer logo is the primary symbol of our corporation. It unifies usacross businesses and geographies, and signals to the market who we areand what we stand for.Our logo has recently evolved to tell a more complete story. The “Pfizeroval” was introduced in 1991. Over time, we built a great deal ofequity in that logo, and it is widely recognized around the world. Buttoday, Pfizer is a different company. We’ve changed through globalgrowth, numerous acquisitions, entry into new therapeutic areas, anddevelopment of life-changing medicines. Our new logo keeps much ofour existing equity, but asks people to take a fresh look at Pfizer becausewe are not the same company we were in 1991.The refreshed Pfizer logo is still blue, but we have brightened the colorand added a gradient to signal Pfizer’s optimism and warmth.The typeface is still italic, but we have adopted a more contemporarytype where the letters are rounder and friendlier. We are more accessibleand less formal.Finally, the logo still uses an oval as a basic shape, but it is tilted slightlyupwards, signaling positive change and forward momentum.General Users Communications Professionals Design Agencies
  19. 19. 19Version 1.2 December 11, 2009 Logo colors: preferredPreferred logosWe have seven (7) logo versions, so be sure to usethe proper logo for the right application.Use the 2-color positive logo whenever possible. Usethe preferred CMYK positive logo when only CMYKprinting is available.These versions of the logo are provided as scalablevector artwork (EPS).EPS format allows high-quality print reproduction.EPS files can be scaled to any size without sacrificingimage quality. You may use these files in pagelayout and graphics programs for print projects.Additionally, EPS format files may also be used tocreate files in any of the other image formats atexactly the sizes required.Please note that the letters of the logo aretransparent. They should reveal the background onwhich the logo is placed while maintaining legibility.2-color (positive)Use this version for premium print applications. The 2-color (positive) logo consists of Cyan and PMS Reflex Blue. Please note: The 2-color file is built with overprintinggradients. It is recommended to use the AI file inAdobe®Creative Suite®version 3 and later for thebest appearance on-screen, in composite printingand in PDF files. Using the EPS file and/or othersoftware may cause the logo to appear incorrect,although the logo will color separate correctly.CMYK (positive)Use this version when only CMYK printing is available.Pfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoGeneral Users Communications Professionals Design Agencies
  20. 20. 20Version 1.2 December 11, 2009 Logo colors: alternatePfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo1-color alternate logosUse these logos when 2-color and CMYK logoscannot be used. They are designed to providelegibility for specific application types.These versions of the logo are provided as scalablevector artwork (EPS).EPS format allows high-quality print reproduction.EPS files can be scaled to any size without sacrificingimage quality. You may use these files in pagelayout and graphics programs for print projects.Additionally, EPS format files may also be used tocreate files in any of the other image formats atexactly the sizes required.Please note that the letters of the logo aretransparent. They should reveal the background onwhich the logo is placed while maintaining legibility. WhiteUse this version when the application requires asimplified mark in white and the background is toodark to allow use of the preferred mark or the 1-coloralternate version (e.g., reverse applications, premiumitems, small sizes, silkscreen, etc.).1-color BlueUse this version when the application requires a1-color or simplified mark (e.g., stationery, premiumitems, small sizes, silkscreen, etc.). The logo prints inPMS Process Blue.BlackUse this version when the application requires asimplified mark in black (e.g., fax sheet, premiumitems, small sizes, silkscreen, etc.).General Users Communications Professionals Design Agencies
  21. 21. 21Version 1.2 December 11, 2009 Logo formats: on-screenPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoOn-screen logosThese versions are used for all desktop and on-screen applications.RGB logo files are provided in JPG and PNG fileformats in 2 sizes. These versions are also providedas scalable vector artwork (EPS). Additionally, EPS format files may also be used to create files in any of the other image formats at exactly thesizes required.Use JPG format logos for PowerPoint®presentations,Microsoft®Word®documents, and other officeapplications. You may use JPG files for printingon low-resolution printers such as laser or ink-jetprinters. JPG format logos are never used for high-resolution printing, and they are never scaled tolarger sizes.Use PNG format logos for higher-quality laser printreproduction (Microsoft®Word® and PowerPoint®),screen and web applications where a higher-quality logo may be needed. They can be scaleddown in size, but they are never scaled to largersizes. Additionally, use PNG files when transparentbackgrounds are required, such as websites andwhen placing the logo on a background that isnot white.Please note that the letters of the logo aretransparent in EPS and PNG files. They should revealthe background on which the logo is placed whilemaintaining legibility.RGB (positive)This is the preferred version for internet, video, TV,email signatures, Microsoft applications, etc.RGB (reverse)Use this version when the application requires asimplified mark in white and the background is toodark to allow use of the preferred mark.General Users Communications Professionals Design Agencies
  22. 22. 22Version 1.2 December 11, 2009 Logo: clear spacePfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoAlways surround the Pfizer logo with the amount ofclear space shown to ensure that the logo is easilyidentifiable as well as visible and legible whereverit appears.Clear space is the minimum “breathing room”maintained around our logo. It also defines theminimum distance between the logo and the edgeof a printed piece. The clear space around our logois equal to the height of the Pfizer logo. Do notposition any text, graphic elements, or other visualmarks inside the recommended clear space.Please note that this distance may sometimesbe adjusted for select online or exterior signageapplications where space is limited.General Users Communications Professionals Design Agencies
  23. 23. 23Version 1.2 December 11, 2009 Logo: scaling and minimum sizePfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoPreferred logo minimum size 1-color logo minimum size0.3125 0.1875Scaling the Pfizer logoEPS logo files may be scaled to any size necessaryfor the application, as long as the minimum sizerequirements are met. For most applications, thelogo will be sized at heights of less than 1.Minimum sizeMinimum size refers to the smallest allowable logosize. The logo is available in one size that can bescaled down to a minimum size of 0.3125 highfor the preferred logo. The 1-color alternate logoscan be scaled down to a minimum size of 0.1875high. Always maintain the logo’s aspect ratiowhen scaling.General Users Communications Professionals Design Agencies
  24. 24. 24Version 1.2 December 11, 2009 Logo: on backgroundsOn backgroundsPlace the logo on backgrounds that providegood contrast and legibility to ensure that it isclearly recognizable.Please note that the letters of the logo aretransparent. They should reveal the background onwhich the logo is placed while maintaining legibility.Pfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoGeneral Users Communications Professionals Design Agencies
  25. 25. 25Version 1.2 December 11, 2009 Logo don’tsPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoEnsure that our logo is clearly recognizable by usingit properly, and do not alter it in any circumstances.Consider the logo version and the backgroundit is placed on to provide the best legibility. Theexamples show various uses to avoid.DO NOT change the logo’s color.DO NOT use the preferred logoon a dark background.DO NOT use the logo in a holdingbox or other shape.DO NOT change the logo’s proportion.DO NOT add drop shadows orother effects to the logo.DO NOT outline the logo.DO NOT apply color or knock outthe letterforms inside the logo.DO NOT crop the logo.DO NOT rotate the logo. DO NOT lock up productidentifiers or product descriptionswith the logo.DO NOT place the logo on acomplicated background ora background that reducesits legibility.DO NOT remove the Pfizerwordmark from the oval.General Users Communications Professionals Design Agencies
  26. 26. 26Version 1.2 December 11, 2009 Logo overviewPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logoComposed of Cyan andMagentaPreferred2-color for CMYKPreferred gradient marks for printComposed of Cyan andPMS Reflex Bluepfizer_cmyk_pos.eps pfizer_1c_pos.epspfizer_2c_pos.epsPreferred2-colorUse the preferred 2-color version of the logowhenever possible.Use the preferred 4-color version of the logo when onlyCMYK printing is available.Do not use color logos for reverse background printing.Alternate flat marks for print ScreenFile nomenclature Clear space Minimum sizePMS Process Blue - Do notreproduce in other colors.pfizer_wht_rev.epsAlternate1-color WhiteUse the 1-color blackversion when the 1-colorblue version cannotbe used.Use the 1-color whiteversion for all reversebackground printing.Use the RGB version of the artwork on screen and indigital applications.The clear space around ourlogo is equal to the full heightof the lozenge shape.The preferred logo can bescaled down to a minimumheight of 0.3125. Alwaysmaintain the logo’s aspectratio when scaling.The alternate logos can bescaled down to a minimumheight of 0.1875.Do not reproducein other colors.PrimaryRGB/Screenpfizer_rgb_pos.png.jpgpfizer_blk_pos.epsAlternate1-color BlueUse the 1-color blueversion when a simplifiedmark is required for premiumitems, silkscreen, etc.Alternate1-color Blackpfizer_rgb_ pos.pngIdentifier Back-groundFormat.eps vector file for print.jpg RGB for screen.png RGB for screenposrevColor1c2ccmykblkwhtrgbAlternateRGB/Screenpfizer_rgb_rev.png0.3125 0.1875General Users Communications Professionals Design Agencies
  27. 27. 27Version 1.2 December 11, 2009 The Pfizer themelineThe Pfizer themeline is a concise statement of our company’s purpose. When it is locked up with the Pfizer logo it communicates our key reasonfor being in a clear, direct, and engaging manner.Pfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo-themelineGeneral Users Communications Professionals Design Agencies
  28. 28. 28Version 1.2 December 11, 2009 Logo-themeline lock-upUse the lock-ups when applying the themeline tocorporate marketing communications.This is the preferred lock-up for most applications.The logo is followed by the themeline, and thethemeline is placed on the same baseline as the textof the logo. Place the first word of the themeline adistance of “P” from the right edge of the logo.Pfizer logo-themeline: lock-up configurationsPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo-themelineDetail for spacing and alignment of TMGeneral Users Communications Professionals Design Agencies
  29. 29. 29Version 1.2 December 11, 2009 Using the proper lock-up for an application is key.We have five (5) lock-up color versions. Use theversion that provides the best contrast and legibilityfor your application.Please note that the letters of the logo aretransparent. They should reveal the background onwhich the logo is placed while maintaining legibility.Pfizer logo-themeline: color versionsPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo-themelinePreferred two-color (reflex blue cyan) logo with two-color themeline CMYK blue logo with CMYK themelinePMS Process Blue logo with PMS Process Blue themelineBlack logo with black themelineWhite logo with white themelineGeneral Users Communications Professionals Design Agencies
  30. 30. 30Version 1.2 December 11, 2009 Pfizer logo-themeline: clear spacePfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo-themelineClear space is the minimum “breathing room”maintained around the lock-up. It is kept free ofgraphics, text, and other marks. It also defines theminimum distance between the lock-up and theedge of a printed piece.The clear space around our logo-themeline lock-up isequal to the height of the logo.Please note that this distance may sometimesbe adjusted for select online or exterior signageapplications where space is limited.General Users Communications Professionals Design Agencies
  31. 31. 31Version 1.2 December 11, 2009 Scaling the lock-upThe EPS Pfizer logo-themeline lock-up files may bescaled to any size necessary for the application. Donot scale the logo or themeline separately. For mostapplications, the logo will be sized at heights of lessthan 1. Always maintain the lock-up’s aspect ratiowhen scaling.Minimum sizeMinimum size refers to the smallest allowable lock-up size. The lock-up is available in one size thatcan be scaled down to a minimum size of 0.3125high for the lock-up with the preferred logo. The lock-up with 1-color alternate logo can be scaleddown to a minimum size of 0.25 high. Alwaysmaintain the lock-up’s aspect ratio when scaling.Pfizer logo-themeline: scaling and minimum sizePfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo-themeline0.3125Minimum size for preferred logo with themeline0.25Minimum size for 1-color logo with themelineMaintain a consistent aspect ratio when scalingGeneral Users Communications Professionals Design Agencies
  32. 32. 32Version 1.2 December 11, 2009 Pfizer logo-themeline overviewPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / The Pfizer logo-themelinePreferred gradient marks for printComposed of Cyan and PMS Reflex Bluepfizertag_2c_pos.epsPreferred 2-color*Use the preferred 2-color version whenever possible.Use the preferred 4-color version of the themeline whenonly CMYK printing is available.Do not use color themelines for reverse background printing.Alternate flat marks for print ScreenFile nomenclature Clear space Minimum sizeAlternate 1-color WhiteUse the RGB version of the artwork on screen and indigital applications.The clear space around our logo is equal to thefull height of the lozenge shape.The preferred themeline can be scaled down to aminimum height of 0.3125. Always maintain the logoand themeline aspect ratio when scaling.The one-color themeline can be scaled down to aminimum height of 0.25.Alternate 1-color PMS Process BlueUse the 1-color blue version when a simplified mark is required for premium items,silkscreen, etc. Do not reproduce in other colors.Use the 1-color black version when the 1-color blue version cannot be used.Use the 1-color white version for all reverse background printing.Alternate 1-color Blackpfizertag_rgb_pos.pngIdentifier Back-groundFormat.eps vector file for print.jpg RGB for screen.png RGB for screenposrevColor1c2ccmykblkwhtrgbpfizer_rgb_rev.pngComposed of Cyan and MagentaPreferred 2-color for CMYKpfizertag_cmyk_pos.epsDo not reproduce in other colors.pfizer_rgb_pos.png.jpgPrimaryRGB/ScreenAlternate RGB/Screen0.250.3125pfizertag_1c_pos.epspfizertag_blk_pos.epspfizertag_wht_pos.eps* Please note: The 2-color file is built with overprinting gradients. It is recommended to use the AI file in Adobe®Creative Suite®version 3 and later for the best appearance on-screen, in composite printing and in PDF files.Using the EPS file and/or other software may cause the logo to appear incorrect, although the logo will color separate correctly.General Users Communications Professionals Design Agencies
  33. 33. 33Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Color paletteThe Pfizer colors General Users Communications Professionals Design AgenciesThe color palette is made up of the Pfizer blueand supportive neutral colors (black, gray, andwhite). The secondary color palette consists of acomplementary set of bright colors that conveyboldness and optimism.The colors represented on this page have not beenevaluated by Pantone, Inc and may not match thePantone system. Consult a Pantone Color FormulaGuide for reference.Pfizer BlueC100, M10, Y0, K10 R0, G147, B207 Hex #0093D0 PMS Process BlueBlackC0, M0, Y0, K100 R0, G0, B0 Hex #000000 WhiteC0, M0, Y0, K0 R255, G255, B255 Hex #FFFFFF Secondary color palettePrimary color paletteGrayC0, M0, Y0, K60 R97, G99, B101 Hex #616365 PMS Cool Gray 10 Light GreenC50, M0, Y100, K0 R125, G186, B0 Hex #7DBA00 PMS 376C/375UCyanC100, M0, Y0, K0 R0, G174, B238 Hex #00AEEF PMS Process CyanOrangeC0, M48, Y100, K0 R248, G151, B29 Hex #F8971D PMS 144C/UYellowC0, M10, Y100, K0 R247, G212, B23 Hex #F7D417 PMS 109C/108UPinkC0, M100, Y0, K0 R214, G0, B110 Hex #D6006E PMS Process MagentaLight BlueC43, M0,Y10, K0 R117, G209, B224 Hex #75D1E0 PMS 310 C/UGreenC94, M0, Y100, K0 R0, G169, B79 Hex #00A950 PMS 355C/UPurpleC78, M100, Y0, K33 R74, G36, B94 Hex #4A245E PMS 269C/268URedC0, M100, Y99, K4 R204, G41, B43 Hex #CC292B PMS 1797C/ULight RedC0, M75, Y75, K0 R242, G102, B73 Hex #F26649 PMS 7417C/U
  34. 34. 34Version 1.2 December 11, 2009 Use of tints for information graphicsPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Color paletteGeneral Users Communications Professionals Design AgenciesOnly use tints of colors when treating informationgraphics, otherwise use the color at 100%. Visualrepresentations of data are conveyed more clearlyand are better understood when color is properlyused. Using pairs of colors that have adequatecontrast will make the design of informationgraphics more effective.Specific screens (i.e., 75%, 50%, and 25%) of each color are designed to add visual depth and flexibility and to convey additional levels of information hierarchy.50%75% 25%Pfizer Blue100%Pink100%50%75% 25%Light Blue100%50%75% 25%50%75% 25%Cyan100%Light Green100%50%75% 25%Red100%50%75% 25%Orange100%50%75% 25%Yellow100%50%75% 25%50%75% 25%Green100%Purple100%50%75% 25%Light Red100%50%75% 25%
  35. 35. 35Version 1.2 December 11, 2009 Color principle 1: use colors sparinglyPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Color paletteUse 1–3 secondary colors at a timeIn addition to neutral colors (black, gray, or white),use only 1–3 secondary colors. This helps to keep thecontent from looking too complex and cluttered.0605Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.Non habent claritatemest usus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, quisequitur mutationem consuetudiumlectorum.Mirum est notare quam litteragothica, quam nunc putamus parumclaram, anteposuerit litterarumNonhabent claritatem insitam; est ususlegentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, qui sequitur mutationemconsuetudium lectorum. Mirum estnotare quam littera gothica, quamnunc putamus padynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothidynamicus, qui sequiturmutationem consuetudium lectorum.Mirum est notare quNonm litteragothirum claram, ante0605Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.Non habent claritatemest usus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, quisequitur mutationem consuetudiumlectorum.Mirum est notare quam litteragothica, quam nunc putamus parumclaram, anteposuerit litterarumNonhabent claritatem insitam; est ususlegentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estMirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.etiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, qui sequitur mutationemconsuetudium lectorum. Mirum estnotare quam littera gothica, quamnunc putamus padynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothidynamicus, qui sequiturmutationem consuetudium lectorum.Mirum est notare quNonm litteragothirum claram, ante0605Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.0510152025Non habent claritatem insitam; estusus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est90%Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.etiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposuerit litterarum0605Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.Non habent claritatemest usus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, quisequitur mutationem consuetudiumlectorum.Mirum est notare quam litteragothica, quam nunc putamus parumclaram, anteposuerit litterarumNonhabent claritatem insitam; est ususlegentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, qui sequitur mutationemconsuetudium lectorum. Mirum estnotare quam littera gothica, quamnunc putamus padynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothidynamicus, qui sequiturmutationem consuetudium lectorum.Mirum est notare quNonm litteragothirum claram, ante0605Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.Non habent claritatemest usus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, quisequitur mutationem consuetudiumlectorum.Mirum est notare quam litteragothica, quam nunc putamus parumclaram, anteposuerit litterarumNonhabent claritatem insitam; est ususlegentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estMirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.sequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumNon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, qui sequitur mutationemconsuetudium lectorum. Mirum estnotare quam littera gothica, quamnunc putamus padynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothidynamicus, qui sequiturmutationem consuetudium lectorum.Mirum est notare quNonm litteragothirum claram, ante0605Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.0510152025Non habent claritatem insitam; estusus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est90%Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.etiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposuerit litterarumGeneral Users Communications Professionals Design Agencies
  36. 36. 36Version 1.2 December 11, 2009 Color principle 2: use colors purposefullyPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Color paletteHighlight important informationColor can help to create emphasis, clarify hierarchy,and organize information on a layout.Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonmmynibh euis. Ruod mazim placerat facerpossim assum.0504TUER ADIPISCING ELIT SED DIAMnonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus lequi faciteorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elitsed diam nonummy nibh euis. Ruodmazim placerat facer possim assum. Typinon habent claritatem insitam; est ususlegentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam proce ssus dyn amicus,qui sequitur mutation em consuetudiumlectorum. d ii legunt saepius. Claritas estetiam proce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elitsed diam nonummy nibh euis. Ruodmazim placerat facer possim assum. Typinon habent claritatem insitam; est ususlegentis in iis qui facit eoruqui facit eorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parud ii leguntsaepius. Claritas est etiam proce ssus dynamicus, qui sequitur mutation emconsuetudium lectorum. Mirum est notarequam littera gothica, quam nunc putamusparum claram, anteposuerit litter arumueradipiscing elit sed diam nonummy nibheuis. Ruod mazim placerat facer possimassum. Typi non habent claritateminsitam; est usus legentis in iis qui faciteorum claram, anteposuerit litterarum.d ii legunt saepius. Claritas est etiam processus dyn amicus, qui sequitur mutation emconsuetudium lectorum. Mirum est notarequam littera gothica, quam nunc putamusparum claram, anteposuerit litter arumueradipiscing elit sed diam nonummy nibheuis. Ruod mazim placerat facer possimassum. Typi non habent claritateminsitam; est usus legentis in iis qui faciteorud ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elitsed diam nonummy nibh euis. Ruodmazim placerat facer possim assum. Typinon habent claritatem insitam; est ususlegentis in iis qui facit eoruTuer adipiscing elit sed diam nonummynibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritateminsitam; est usus legentis in iisqui facit eorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elituer adipiscing elit sed diam nonummynibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritateminsitam; est usus legentis in iisqui facit eorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,Lorem ipsum Lorem ipsum dolorTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusus legentis in iisqui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum. Mnon habent claritateminsitam; est usem. Investi gationesdemons traverunt lectores legereme lius quod ii legunt saepius.Claritas est etiam proce ssus dynamicus, qui sequitur mutaqui ionem consu etudium lecto rum.quiput amus parum claram,antepquiosuerit littquie rarum.irumest notare quam littera gothica,quam nunc putamus parumclaram, anteposuerit litterarum.0504Lorem amet consectTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusem. Investi gationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam proce sstores legere me liusquod ii legunt saepius. Claritas estetiam proce ssus dyn amicus, quisequitur mutation em consuetudium lectorum. Mnon habentclarittores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consu etudiumlectorum. Mnon habent claritusdyn amicus, qui sequitur mutaquiion em consu etudium lecto rum.quiput amus parum claram,antepquiosuerit littquie rarum.Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus.Lorem ipsum dolor sit ametconsectTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusus legentis in iisqui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nuncputamus parum claram,anteposuerit litterarum.Lorem ipsum dolor sit ametconsectTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusus legentis in iisqui facit eorum claritatem.0504Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum.Mirum est notare quam litteragothica, quam nunc putamusparum claram, anteposueritlitterarum.qui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nuncputamus parum claram,anteposuerit litterarum.Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonmmynibh euis. Ruod mazim placerat facerpossim assum.0504TUER ADIPISCING ELIT SED DIAMnonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus lequi faciteorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elitsed diam nonummy nibh euis. Ruodmazim placerat facer possim assum. Typinon habent claritatem insitam; est ususlegentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam proce ssus dyn amicus,qui sequitur mutation em consuetudiumlectorum. d ii legunt saepius. Claritas estetiam proce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elitsed diam nonummy nibh euis. Ruodmazim placerat facer possim assum. Typinon habent claritatem insitam; est ususlegentis in iis qui facit eoruqui facit eorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parud ii leguntsaepius. Claritas est etiam proce ssus dynamicus, qui sequitur mutation emconsuetudium lectorum. Mirum est notarequam littera gothica, quam nunc putamusparum claram, anteposuerit litter arumueradipiscing elit sed diam nonummy nibheuis. Ruod mazim placerat facer possimassum. Typi non habent claritateminsitam; est usus legentis in iis qui faciteorum claram, anteposuerit litterarum.d ii legunt saepius. Claritas est etiam processus dyn amicus, qui sequitur mutation emconsuetudium lectorum. Mirum est notarequam littera gothica, quam nunc putamusparum claram, anteposuerit litter arumueradipiscing elit sed diam nonummy nibheuis. Ruod mazim placerat facer possimassum. Typi non habent claritateminsitam; est usus legentis in iis qui faciteorud ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elitsed diam nonummy nibh euis. Ruodmazim placerat facer possim assum. Typinon habent claritatem insitam; est ususlegentis in iis qui facit eoruTuer adipiscing elit sed diam nonummynibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritateminsitam; est usus legentis in iisqui facit eorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,quam nunc putamus parum claram,anteposuerit litter arumuer adipiscing elituer adipiscing elit sed diam nonummynibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritateminsitam; est usus legentis in iisqui facit eorum claritatem. Investigationesdemonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudium lectorum.Mirum est notare quam littera gothica,Lorem ipsum Lorem ipsum dolorTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusus legentis in iisqui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum. Mnon habent claritateminsitam; est usem. Investi gationesdemons traverunt lectores legereme lius quod ii legunt saepius.Claritas est etiam proce ssus dynamicus, qui sequitur mutaqui ionem consu etudium lecto rum.quiput amus parum claram,antepquiosuerit littquie rarum.irumest notare quam littera gothica,quam nunc putamus parumclaram, anteposuerit litterarum.0504Lorem amet consectTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusem. Investi gationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam proce sstores legere me liusquod ii legunt saepius. Claritas estetiam proce ssus dyn amicus, quisequitur mutation em consuetudium lectorum. Mnon habentclarittores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consu etudiumlectorum. Mnon habent claritusdyn amicus, qui sequitur mutaquiion em consu etudium lecto rum.quiput amus parum claram,antepquiosuerit littquie rarum.Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus.Lorem ipsum dolor sit ametconsectTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusus legentis in iisqui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nuncputamus parum claram,anteposuerit litterarum.Lorem ipsum dolor sit ametconsectTuer adipiscing elit sed diamnonummy nibh euis. Ruod mazimplacerat facer possim assum. Typinon habent claritatem insitam; estusus legentis in iisqui facit eorum claritatem.0504Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum.Mirum est notare quam litteragothica, quam nunc putamusparum claram, anteposueritlitterarum.qui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod iilegunt saepius. Claritas est etiamproce ssus dyn amicus, qui sequiturmutation em consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nuncputamus parum claram,anteposuerit litterarum.General Users Communications Professionals Design Agencies
  37. 37. 37Version 1.2 December 11, 2009 Color principle 3: use colors for pacingPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Color paletteCreate a rhythmUse color to create a rhythm and to signal placesfor the eye to rest when designing pieces that spanacross multiple pages. Do not repeat the same colorapproach on every spread. This will help to keep thecontent engaging.20,234 people Dvulputate velit essemolestie consequat, velillum dolore eu feugiatnulla facilisis at vero eros etaccumsan et iusto odiodignissim qui blanditpraesent luptatum zzrildelenit augue22% population Nam liber tempor cumsoluta nobis eleifendoption congue nihil imperdieoming id quod mazimplacerat facer possimLorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus legentis iniis qui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod ii leguntsaepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirumest notare quam littera gothica, quamnunc putamus parum claram, anteposuerit litterarum formas humanitatisper seacula quarta decima.Lorem ipsum dolor sit amet consectTuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritatem insitam; est usus legentis in iisqui facit eorum claritatem. Investigationes demonstraverunt lectores legereme lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, quisequitur mutation em consuetudium lectorum. Mirum est notare quam litteragothica, quam nunc putamus parum claram, anteposuerit litterarum.05040605Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.0510152025Non habent claritatem insitam; estusus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est90%Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.etiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposuerit litterarumSustain15140510152045,00010,0002,00020,00015,00010,00010,000dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposueritlitterarumon habent claritateminsitam; est usus legentis in iis quifacit eorum claritatem. Investiga-tiones demon straverunt lectoreslegere me lius quod ii legunt saepius.Claritas est etiam processusdynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quam litsequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposuerit litterarumImproveSustainTuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritatem insitam; est usus legentis in iisqui facit eorum claritatem. Investigationes demonstraverunt lectores legereme lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, quisequitur mutation em consuetudium lectorum. Mirum est notare quam litteragothica, quam nunc putamus parum claram, anteposuerit litterarum.1514Non habent claritatem insitam; esusus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas estetiam processus dynamicus, uiturmutationem consuetudium lectorum. Mirum est notare littera gotca, quam nunc putamp arumclaram, anteposu litterarum formhumanitatis sea051015202545,00010,0002,00020,00015,00010,00010,000Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus legentis iniis qui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod ii leguntsaepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirumest notare quam littera gothica, quamnunc putamus parum claram, anteposuerit litterarum formas humanitatisper seacula quarta decima.Lorem ipsum dolor sit ametconsect lorem ipsum0520,234 people Dvulputate velit essemolestie consequat, velillum dolore eu feugiatnulla facilisis at vero eros etaccumsan et iusto odiodignissim qui blanditpraesent luptatum zzrildelenit augue22% population Nam liber tempor cumsoluta nobis eleifendoption congue nihil imperdieoming id quod mazimplacerat facer possimLorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placeratfacer possim assum. Typi non habentclaritatem insitam; est usus legentis iniis qui facit eorum claritatem.Investigationes demonstraveruntlectores legere me lius quod ii leguntsaepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirumest notare quam littera gothica, quamnunc putamus parum claram, anteposuerit litterarum formas humanitatisper seacula quarta decima.Lorem ipsum dolor sit amet consectTuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facerpossim assum. Typi non habent claritatem insitam; est usus legentis in iisqui facit eorum claritatem. Investigationes demonstraverunt lectores legereme lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, quisequitur mutation em consuetudium lectorum. Mirum est notare quam litteragothica, quam nunc putamus parum claram, anteposuerit litterarum.0504General Users Communications Professionals Design Agencies0605Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.0510152025Non habent claritatem insitam; estusus legentis in iis qui facit eorumclaritatem. Investigationes demonstraverunt lectores legere me liusquod ii legunt saepius. Claritas est90%Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per sea culaqu artadecima et quinta decima non habent claritatem insitam; est usus legentisin iis qui facit eorum claritatem. Investigationes demon straverunt lectoreslegere me lius quod ii legunt saepius.Mhabent claritatem insitam; est usus legentis in iis qui facit eorumclaritatem. Investigationes demon straverunt lectores legere me lius quodii legunt saepiu irum est notare quam littera.Investigationes demon straverunt lectores legere me lius quod ii leguntsaepius. Mirum est notare quam littera gothica, quam nunc putamusparum claram, anteposuerit litterarum formas humanitatis per sea culaquarta decima et quinta decima non habent.etiam processus dynamicus, quisequitur mutationem consuetudiumlectorum. Mirum est notare quamlittera gothica, quam nunc putamusparum claram, anteposuerit litterarum
  38. 38. 38Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / ImageryImagery: subject matter and styleStyle• Natural lighting (no extensive photo-retouching)• Bright tonal range• Clear/Sharp focus on subject matter• Clean, simple areas of “white space”Subject matter• Real life (not staged, posed, or fictional) • Optimistic and warm (or neutral) • Singular concept/subject per image • Advancing progress/positive change General Users Communications Professionals Design Agencies
  39. 39. 39Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / ImageryImagery: depth of fieldBackground imagery• Broad view of a non-detailed environment• Serves as a contextual backdrop, allowing the dotted illustrations or the PDot typeface to carry the story• Use as a contextual backdropMidground imagery• Midrange view of clearly focused subject matter• Able to carry the story with or without the PDot typeface or dotted illustrations• Use to support headline or copyForeground imagery• Macro view of clearly focused subject matter• Able to carry the story with or without the PDottypeface or dotted illustrations• Use to support headline or copyDepth of fieldWhen selecting images for an application, considerthe various typographic and graphic componentsthat will coexist with the image.General Users Communications Professionals Design Agencies
  40. 40. 40Version 1.2 December 11, 2009 Imagery: croppingPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / ImageryCrop appropriatelyA communications piece will have more impact whenan image is appropriately scaled and cropped.OriginalStart with an appropriate foreground,midground, or background image.CroppingSelect an area that is an appropriatesize for your document.Original Cropped Original Cropped Original CroppedFinal image should• Focus on a single subject• Be free of clutter (distracting shapes)• Provide ample clear space for typographyand graphic elementsGeneral Users Communications Professionals Design Agencies
  41. 41. 41Version 1.2 December 11, 2009 Imagery overviewPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / ImageryStyle• Natural lighting (no extensive photo-retouching) • Bright tonal range • Clear/Sharp focus on subject matter • Clean, simple areas of “white space”Scale• Foreground • Midground• BackgroundCropping• Focus on a single subject• Be free of clutter (distracting shapes) • Provide ample clear space for dottedillustration or PDot typefaceSubject matter• Real life (not staged, posed, or fictional) • Optimistic and warm (or neutral) • Singular concept/subject per image • Advancing progress/positive change General Users Communications Professionals Design Agencies
  42. 42. 42Version 1.2 December 11, 2009 Imagery don’tsPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / ImageryDO NOT use dark imagery.DO NOT use oversaturated imagery. DO NOT use depressing or graphic imagery. DO NOT use imagery with a busy background.DO NOT use stylized (posed) imagery. DO NOT distort imagery.General Users Communications Professionals Design Agencies
  43. 43. 43Version 1.2 December 11, 2009 PossibilitiesScienceHumanityLeadershipTHEMES SUB-THEMES EXAMPLESThe Pfizer dotted illustration stylePfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Dotted illustrationIdeas Imagination Pathways ProgressResearch Data Information Discovery QualityGlobal Access Collaboration Care CompassionVision Hope Impact Breakthrough IntegrityPfizer dotted illustration styleThe subject matter captured by the illustrations brings the concepts within Our Path Forward to life. The illustrations are divided into themes that elevate and support messaging to help tell an overall story. The dotted illustration style conveys the aspirational qualities within Pfizer’s purpose and mission.Illustrations can be found in the Pfizer dottedillustration library at: id.pfizer.comGeneral Users Communications Professionals Design Agencies
  44. 44. 44Version 1.2 December 11, 2009 Eye Wash StationEye Wash StationPfizer illustration styleThe Pfizer dotted illustrations will help to createa proprietary look across Pfizer communicationsas well as convey the aspirational qualities withinPfizer’s Purpose and Mission. The illustrations aredivided into themes that elevate and supportmessaging to help tell an overall story.Use only one dotted illustration per applicationOver solid Pfizer color fields, or background imageryAlways use as white that is knocked outOver solid Pfizer color fields, or background imageryUse the dotted illustration as a large conceptDo not use as literal iconography.Pfizer dotted illustration rulesPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Dotted illustrationGeneral Users Communications Professionals Design Agencies
  45. 45. 45Version 1.2 December 11, 2009 Pfizer dotted illustration don’tsIncorrect usage of the dotted illustrationsUse the dotted illustrations as shown on theprevious page. Incorrect use harms the integrity of the visual system.CleanDo not use more than one dotted illustration orPDot typeface together on the same application.Do not distort the dotted illustrations. Do not scale the dotted illustrations as a smaller graphic.Do not use dotted illustrations on a busy background.Do not color the dots. It is always used as aknockout to white.Do not use the dotted illustrations as literal icons.vision carestep 1step 2step 3Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Dotted illustrationGeneral Users Communications Professionals Design Agencies
  46. 46. 46Version 1.2 December 11, 2009 Selecting the appropriate dotted illustrationWhen selecting a dotted illustration for anapplication, you must consider the overallmessaging. Dotted illustrations serve to support and enhance the headline and messaging, so it is important to make sure the two are properlyaligned.If you are unable to find a category that properlyaligns with the messaging, it will be necessary tocreate additional illustrations.Opportunities toBuild PartnershipsNew acquisitions for a healthier worldOpportunities toBuild PartnershipsNew acquisitions for a healthier worldTheme:Collaboration/Partnership/Community/Unity# 9065322 # 9065325# 9065452 # 9065669Opportunities toBuild PartnershipsNew acquisitions for a healthier worldOpportunities toBuild PartnershipsNew acquisitions for a healthier worldTheme:Collaboration/Partnership/Community/Unity# 9065322 # 9065325# 9065452 # 9065669Opportunities toBuild PartnershipsNew acquisitions for a healthier worldOpportunities toBuild PartnershipsNew acquisitions for a healthier worldTheme:Collaboration/Partnership/Community/Unity# 9065322 # 9065325# 9065452 # 9065669Step 1Determine the key message.Step 2Choose a theme in the illustration library thataligns with the messaging.Step 3Choose an appropriate illustration from thatcategory that fits within the layout.Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Dotted illustrationGeneral Users Communications Professionals Design Agencies
  47. 47. 47Version 1.2 December 11, 2009 Creating additional dotted illustrationsIf you are unable to find an illustration that aligns with the messaging, you will have to createadditional illustrations. Following these directionswill enable you to create a dotted illustration that is consistent with the existing image library.Conceptual vs. literalThe dotted illustrations are intended to serve a supporting role by enhancing the headline and overall messaging. The dotted illustration is NOT intended to communicate the messaging on its own.Do not draw the dotted illustrations as literal icons.Instead they should be used to communicatemetaphors and large concepts.1, 3, 3 ruleWhen creating additional illustrations, remember to keep them simple. Your dotted illustration shouldconsist of 1 design motif. You may repeat thisdesign motif, but DO NOT exceed 3 different sizeswhen repeating the motif, and DO NOT exceed 3 different weights among the repeated motifs.Locate the Stroke paletteunder window in thenavagation bar.Choose the line weight thatprovides enough contrast foryour specific application.Select rounded end caps.Set “dash” to zero andset “gap” size to doublethe weight of your line.1 design motif3 different sizes3 different weightsStep 1Begin by drawing a solid linein Adobe Illustrator.Step 2Convert the solid line drawing into a dotted line:Step 3Convert the dotted line illustration to artwork by followingthese directions:Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / Dotted illustrationGeneral Users Communications Professionals Design Agencies
  48. 48. 48Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / TypographyPfizer’s primary typeface is FS Albert. Modern, flexible, easy to read, open, and accessible,FS Albert is uniquely suited for a wide range of visualcommunications. Multiple levels of typographichierarchy are defined both for impact and clarity ofour communications.When to useUse FS Albert for all Pfizer printed communicationswhere possible. Use FS Albert in rendered form foronline and electronic applications. When use of FSAlbert is not possible, use the recommended systemtypeface (see page X). The weights shown for FSAlbert are approved for use.Purchasing the fontPfizer does not own a company-wide license for FSAlbert, and international copyright law forbids usfrom sharing the font both internally and externally.If you are a colleague or vendor who needs to useFS Albert, a license can be purchased from: (http://www.fontsmith.com)FS Albert ThinFS Albert Thin ItalicFS Albert LightFS Albert Light ItalicFS AlbertFS Albert ItalicFS Albert BoldFS Albert Bold ItalicThe Pfizer primary typeface General Users Communications Professionals Design Agencies
  49. 49. 49Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / TypographyDisplay typefacePDot is a display font designed exclusively forPfizer. PDot is derived from the dotted illustrationstyle of the Pfizer visual system and can be used incombination with FS Albert. PDot helps to createa unique look and proprietary narrative feel for thePfizer brand.When to useOnly use PDot in sentence case and for displaypurposes at a type size no smaller than 36pts andfor short headlines. Always use the PDot typeface toknock out to white, and never color the typeface.Usage rightsPfizer retains the exclusive rights to PDot. Whensharing the font with external agencies, colleaguesshould have written agreements that prevent theusage of the font for projects other than Pfizer’s.The font can be downloaded from the Intranet at:(id.pfizer.com)PDot is a displaytypeface. Alwaysknock out thetypeface to white.ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz!@#$%^*()_+{}[]|?.,;’General Users Communications Professionals Design Agencies
  50. 50. 50Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / TypographyDisplay typeface don’tsDO NOT use the display font in a multi-line headline.DO NOT distort the display font. DO NOT use the display font in body copy. DO NOT use the display font on a busy background.DO NOT color the display font. Always use it as aknockout to white.DO NOT crop the display font.Donec euismod nisi sedurna sagittis ultriciesDiscoveryInteger non neque sem. Quisquepretium sodales nulla, vitae aliquetlorem accumsan sed. Phaselluslibero nisi, ornare sed faucibus vel,luctus id eros. eleifend commodo.Praesent venenatis lorem vellectus pharetra tempor. Nullaviverra dapibus.DiscoveryDiscovery DO NOT use the diaplay font in all caps.DISCOVERYGeneral Users Communications Professionals Design Agencies
  51. 51. 51Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / TypographySystem typefacePfizer’s system typeface is Arial. Only use it when FS Albert is not available.When to useSituations where FS Albert cannot be used includebut are not restricted to: Microsoft PowerPoint,Microsoft Word documents, or HTML content onweb applications.Arial RegularArial ItalicArial BoldArial Bold ItalicGeneral Users Communications Professionals Design Agencies
  52. 52. 52Version 1.2 December 11, 2009 Build your grid: step 1Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / GridsGeneral Users Communications Professionals Design Agencies0.250.250.50.5 0.5image margintext marginSet your marginsSet your margins based upon the document size you are building.In the following U.S. letter size sample, the imagemargin is set to 0.25 inches. The text margin is setto 0.5 inches.Scaling your marginsWhen setting margins for formats larger thanU.S. letter size. Scale the image and text marginsproportionally using the 0.25” margins of the U.S.letter size as the foundation.image margin = 0.25text margin = 0.58.5 x 11 U.S. Letter Sizeimage margin = 0.3125text margin = 0.62511 x 17 Tabloidimage margin = 0.625text margin = 1.2520 x 30 Posterimage margin = 0.75text margin = 1.524 x 36 Posterimage margin = 0.1875text margin = 0.3753.6875 x 8.5 Slim Jim
  53. 53. 53Version 1.2 December 11, 2009 Build your grid: step 2Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / GridsGeneral Users Communications Professionals Design Agencies0.20.250.250.50.5 0.51 2 3 4 5 6 7Columns8 9 101. Create 10 columns within the text margin.2. Set the gutter to 0.2 inches. For an image and text margin of 0.5, set yourgutter at 0.2 . Use this ratio of margins to guttersize (1 : 4) to determine gutter sizes for printedcommunications larger than a standard U.S.letter size document.Grids for layouts smaller than a standardU.S. letter size should use 6 or 3 columns.U.S. letter size is used for sample purposes.
  54. 54. 54Version 1.2 December 11, 2009 Build your grid: step 3Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / GridsGeneral Users Communications Professionals Design AgenciesSet the typographic baseline at 3pt incrementsrelative to the top margin.0.20.250.250.50.5 0.5U.S. letter size is used for sample purposes.
  55. 55. 55Version 1.2 December 11, 2009 Cover SpreadPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / GridsSample vertical grid format General Users Communications Professionals Design Agencies
  56. 56. 56Version 1.2 December 11, 2009 SpreadPfizer Branding Guidelines / Visual Identity / Section 1: The masterbrand / GridsSample vertical grid format smallCoverGeneral Users Communications Professionals Design Agencies
  57. 57. 57Version 1.2 December 11, 2009 SpreadSample horizontal grid formatPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / GridsCoverGeneral Users Communications Professionals Design Agencies
  58. 58. 58Version 1.2 December 11, 2009 This section provides guidance for creating Pfizer materials. It shows how to combine key elements: the typeface (FS Albert and PDot), color,imagery, and illustration. It also includes samples that demonstrate howto use these elements while adhering to solid graphic design concepts to create on-brand materials.How to build a layoutPfizer Branding Guidelines / Visual Identity / 1. The masterbrandGeneral Users Communications Professionals Design Agencies
  59. 59. 59Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual Identity / 1. The masterbrand / How to build a layoutWho should use it?It’s helpful for all users to understand the information in this section;however, it will be primarily used by communications professionalsand creative agencies. There are three main groups who will use theseguidelines, so be sure to determine which group you belong to based on the following:General usersGeneral users make use of predesigned templates; however, forthose interested, the information included here is an excellent aid tounderstanding the principles at work in Pfizer communications pieces.Communications professionalsCommunications professionals work within Pfizer to developcommunication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand.Design agenciesDesign agencies partner with Pfizer via a structured creative process to develop materials. Agencies provide expert design application skills, strategic advice, and broad conceptual abilities. They will find this information to be an excellent starting point for the development process.General Users Communications Professionals Design Agencies
  60. 60. 60Version 1.2 December 11, 2009 Setting up the gridPfizer Branding Guidelines / Visual Identity / 1. The masterbrand / How to build a layoutGeneral Users Communications Professionals Design Agencies0.20.250.250.50.5 0.5U.S. letter size is used for sample purposes.Step 1Set your margins based upon the document size you are building.For this 8.5 x 11 example, the image margin is0.25 inches and the text margin is 0.5 inches.Step 2Create 10 columns within the text margin, and setthe gutter width to 0.2 inches. Use this ratio ofmargins to gutter size (1 : 4) to determine guttersizes for printed communications larger than astandard U.S. letter size document.Step 3Set the typographic baseline at 3pt incrementsrelative to the top margin.
  61. 61. 61Version 1.2 December 11, 2009 Content areaFull bleed images may encompass the entire length of the workspace. Use the designated content areafor all other content (type, imagery, and illustration).Brand areaThis defined space is reserved for the logo,themeline, and branded art. The upper-most limit of the brand area is governed by the clear space ofthe Pfizer logo.Content areaYXBrand areafull bleedimage areaSetting up the workspacePfizer Branding Guidelines / Visual Identity / 1. The masterbrand / How to build a layoutU.S. letter size is used for sample purposes.Maximum height of the alternate image area is half the document height.General Users Communications Professionals Design Agencies

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