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Pfzer Branding Guidelines


1 Version 1.2 December11,2009 Copyright2009Pfzer.Allrightsreserved.
PfzerBrandGuidelines
Version1.2
December11,2009
Pfzer Branding Guidelines
2 Version 1.2 December11,2009
Why a stronG Brand is imPortant
hoW to use this document
Usergroups
Brand manaGement

strateGy and messaGinG
our Path forWard the next steP
OurPurpose
OurMission
OurCommitments
OurStrategies
OurValues
Brand architecture
Whatisbrandarchitecture?
Masterbrandstrategy
ThePfzerbrandarchitecture
ThePfzerbrandarchitecturestructure

Visual identity
1. the masterBrand
Who should use it?
the Pfzer logo
Logocolors:preferred
Logocolors:alternate
Logoformats:on-screen
Logo:clearspace
Logo:scalingandminimumsize
Logo:onbackgrounds
Logodonts
Logooverview
the Pfzer logo-themeline
Lock-upconfgurations
Lock-upcolorversions
Clearspace
Scalingandminimumsize
Pfzerlogo-themelineoverview
the Pfzer colors
Useoftintsforinformationgraphics
Colorprinciple1:usecolorssparingly
Colorprinciple2:usecolorspurposefully
Colorprinciple3:usecolorsforpacing
imagery
Subjectmatterandstyle
Depthoffeld
Cropping
Overview
Donts
the Pfzer dotted illustration style
Pfzerdottedillustrationrules
Pfzerdottedillustrationdonts
Selectingtheappropriatedottedillustration
Creatingadditionaldottedillustrations
typography
ThePfzerprimarytypeface
Displaytypeface
Displaytypefacedonts
Systemtypeface
Grids
Buildyourgrid:step1
Buildyourgrid:step2
Buildyourgrid:step3
Sampleverticalgridformat
Sampleverticalgridformatsmall
Samplehorizontalgridformat
how to build a layout
Whoshoulduseit?
Settingupthegrid
Settinguptheworkspace
Placingthetypography
Settingtypeinyourlayout
Placingtheimagery
PlacingthePDottypeface
Placingthedottedillustration
Combiningtypography,imagery,
andillustration
Samplebrochurecovers
Samplespreads
Sampleslimjims
Sampleposters
applications
Offcesystem
Businesscard
Envelope
Letterhead
MailingLabels
Notepad
Powerpoint
2. enaBlinG functions
enabling functions
SizeRelationship
Placement
EnablingFunctions:donts
Applications
3. diVisions
divisions
SizeRelationship
Placement
EnablingFunctions:donts
Applications
4. Pfizer ProGrams & initiatiVes
Pfzer Programs & initiatives
DecisionTree
SolutionOverview
Corporate-wideExternalColorOptions
InternalCorporateWideSizeRelationship
ExternalCorporateWideSizeRelationship
Table of contents
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3 Version 1.2 December11,2009
Pfzer Branding Guidelines
Pfzerisdrivenbyaclearpurpose:Workingtogetherforahealthier
world.LivingourPurposemeansthatacrossthePfzerorganization,
weareunifedinourapproachandcollaborativeinourefforts
tomakeadifferenceinthelivesofthepeoplewetouch.Thiseffort
appliestoeverythingwedofromourscientifcmethodology,
toourmanufacturingprocesses,tothetone,look,andfeelof
ourcommunications.
Thisdocumentwasdevelopedtohelpusworktogethertobuild
consistent,brandedcommunicationsthatcollectivelybuildPfzers
reputationinthecommunitiesweserve.Usingtheseguidelineswill
enableustocreatematerialsthatspeaktospecifcaudienceswhile
maintainingone,unifedvoice.
Together,wecancontributetoPfzersreputationasaleaderinglobal
healthandwell-being
Whyastrongbrandisimportant
4 Version 1.2 December11,2009
Pfzer Branding Guidelines / how to use this document
How to use this document
1. understand our goals
Thestrategyandmessagingsectionprovideskeyinformationregarding
thestrategy,messaging,andarchitecturethatorganizeanddriveusas
acompany.
2. learn our visual tools
Thevisualidentitysectionstartswithourmasterbrandandthenextends
intotheremainingpartsofourbrandarchitecture.Everyoneshould
understandtheoverarchingvisualsystemaswellasthespecifcpartthat
appliestoyourdivision,businessunit,program,etc.
3. identify what is needed
Thevisualtoolsandapplicationsintheseguidelinesaredesignedfor
arangeofusertypes.First,selecttheapplicationyouarecreating
andthenidentifythecorrespondinguserlevelthatisrequiredforthat
applicationtype.Theusergroupsareoutlinedonthenextpage.
General users communications Professionals design agencies
5 Version 1.2 December11,2009
Pfzer Branding Guidelines / how to use this document
User groups
Therearethreemaingroupsofuserswhowillusetheseguidelines.
Baseduponthefollowingcriteria,determinetowhichgroupyou
belong.Thenobservethoserulesthatapply:
General users
Generalusersmakeuseofpredesignedtemplates;however,for
thoseinterested,theinformationincludedhereisanexcellentaidto
understandingtheprinciplesatworkinPfzercommunicationspieces.
communications professionals
CommunicationsprofessionalsworkwithinPfzertodevelop
communicationpiecesforthecompanyonadailybasis.These
samplesprovideguidanceforcreatingvarietywhilestayingon-brand.
design agencies
DesignagenciespartnerwithPfzerviaastructuredcreative
processtodevelopmaterials.Agenciesprovideexpertdesign
applicationskills,strategicadvice,andbroadconceptualabilities.
Theywillfndthisinformationtobeanexcellentstartingpointfor
thedevelopmentprocess.
General Users Communications Professionals Design Agencies
Refertotheupperrighthandcornerof
thepageforyourgroupdesignation.
General users communications Professionals design agencies
6 Version 1.2 December11,2009
Pfzer Branding Guidelines
Whotoask:
RobertNeufeld
WorldwideCommunications
CorporateBrandManagement,PfzerInc
235East42ndStreet
NewYork,NY10017
212.573.2137
robert.neufeld@pfzer.com
JoshuaWeitzman
235East42ndStreet
NewYork,NY10017
212.733.5387
joshua.weitzman@pfzer.com

Wheretofndresources:

id.pfzer.com
Brandmanagement
7 Version 1.2 December11,2009
Pfzer Branding Guidelines
OurPathForwardTheNextStep
Brandarchitecture
Strategyandmessaging
8 Version 1.2 December11,2009
Pfzer Branding Guidelines / strategy and messaging
OurPathForwardTheNextStep
OurPathForwardTheNextSteparticulatestheessenceofwhat
wedo.Itsreachisbroaderthanday-to-dayactivities.Itconveysthe
strategicvalueofourorganizationandisconsistentlycommunicated
byouractionsandcommunications.Itensuresthatouraudiencesgain
atrueunderstandingofourpurposeandasenseofoursignifcance
forworldhealth.
9 Version 1.2 December11,2009
Pfzer Branding Guidelines / strategy and messaging
Our Path Forward The Next Step
our Purpose
Thedefnitivestatementaboutthedifferencewe
aretryingtomakeintheworld:
Working together for a healthier world
Itisthereasonweexistandwhywecometowork
eachday.Weareinthenoblebusinessinbringing
betterhealthcaretomorepeoplearoundtheworld.
how We Work together for a healthier World:
our mission
OurPathForwardinitiallyfocusedontransforming
Pfzer,sowecanserveourcustomersmore
effectively.Pfzerisnowmuchmorediversifed
andfar-reaching,thatiswhywehaveextended
ourmissiontorefectthesechanges.Pfzersnew
missionisto:
Apply science and our global resources to improve
health and well-being at every stage of life.
the Promise We make: our commitments
Havingbuiltatrackrecordofkeepingcommitments,
wecannowaskourselves:HowcanPfzeruniquely
servetheworldsdiversehealthneedslikenoother
company?Theanswerisinthesevencommitments
thatshowedtheworldwhatwecancontribute.
Wewill:
Advance wellness, prevention, treatments,
and cures
Bring the best scientifc minds together to
challenge the most feared diseases of our time
Set the standard for quality, safety, and
value of medicines
Use our global presence and scale to make a
difference in local communities and the world
around us
Promote curiosity, inclusion, and a passion
for our work
Be a leading voice for improving everyones
ability to have reliable and affordable health care
Maximize our fnancial performance so we can
meet our commitments to all who rely on us
our strategies
Generalizedstatementsofthelong-termtacticswe
aimtoachievetoadvancethebusiness
Optimize the patent-protected portfolio
Find and capitalize on new opportunities
for established products
Grow in emerging markets
Grow our diversifed businesses
Instill a culture of innovation and
continuous improvement
What We stand for: our Values
Ourvaluesrepresentourcorebeliefs.Theyinform
ourdecisionsandguideouractionseveryday.This
refectsourincreasedfocusonservingtheneeds
ofourcustomers.Weneedtoworkmoreclosely
withpartnersinsideandoutsideofPfzer,andthe
conceptofcollaborationexpressesthisorientation
moreprecisely.ThesearePfzersenduringvalues:
Customer focus
Community
Respect for people
Performance
Collaboration
Leadership
Integrity
Quality
Innovation
Theydescribethetypeofcompanywewant
tobe,andweshoulddemonstratethemin
everythingwedo.
General users communications Professionals design agencies
10 Version 1.2 December11,2009
Whatisbrandarchitecture?
Masterbrandstrategy
ThePfzerbrandarchitecture
ThePfzerbrandarchitecturestructure
Brandarchitecture
Pfzer Branding Guidelines / strategy and messaging
11 Version 1.2 December11,2009
Brandarchitecturehelpsdefneanorganizationbyrationalizinghow
businessesandproductsarecommunicateditisnotanorganizational
strategy.Anarchitecturestrategyisessentialincommunicatingour
breadthanddepthofofferings,aswellasclarifyingtherelationship
betweenvariousentities.Itdefnestherelationshipsoftangibleassets:
Trademarks
Names
Graphicidentities
Taglines
the benefts of a defned brand architecture
ThePfzerarchitectureshould:
Createclarity
Drivelong-termshareholdervalue
EstablishPfzerasaleaderinhealthcare
Generatecostsavings
Supportmarket-focusedbranding
ReinforcethevisionofOnePfzer
Itshouldhelpcustomersfndexactlywhattheyarelookingfor.
Throughaclearsetofrulesandanaccompanyingsignaturesystem,
wecanprotectandpromotetheequityofthePfzeridentity.
What is brand architecture?
Pfzer Branding Guidelines / strategy and messagin / Brand architecture
General users communications Professionals design agencies
12 Version 1.2 December11,2009
Pfzer enforces a masterbrand strategy to build the Pfzer brand.
Thechartillustratesthecyclicalnatureofthepharmaceutical
businessandthat,overtime,theonlyconstantisthePfzerbrand.
Productbrandshavesignifcantlifespans,buteventuallytheir
patentsexpire,andthePfzerbrandhelpstotaketheproductforward.
ThePfzerbrandcarriesmoreweightfromthebeginningfornonbranded
generics.Divisionsandbusinessunitsmighthavealonglifecycle,but
theyalsoretireasthemarketplacechanges.
Therefore,allelementsneedtoworktogethertoenhancethevalueof
thePfzermasterbrand.Thisstrategywillbenefttheorganizationoverall
asthebrandvaluewillextendtoallsupportedelementsinthelongrun.
Thefollowingpagesexplaintherelationshipsamongtheentitieswithin
Pfzer.Functions,divisions,programs,andproductsallhelptellthePfzer
storyandhaveclearlydefnedrelationshipstothePfzerbrand.Asa
result,Pfzerreceivescreditforthecontributionsthesegroupsaremaking
tobuildinghealthcarearoundtheworld.
Masterbrand strategy
Pfzer Branding Guidelines / strategy and messagin / Brand architecture
B
r
a
n
d

E
q
u
i
t
y
Pfzer masterbrand
divisions
Time
Products
Business units
General users communications Professionals design agencies
13 Version 1.2 December11,2009
Pfzers functions, divisions, programs, and products form eight
layers that serve as the foundation of the architecture system.
AmasterbrandstrategyrequiresthatasinglebrandPfzerplay
animportantroleinalleightlayers.EntitiesmustlinktothePfzer
masterbrandbycommunicatingwithinastandardvisualand
signaturesystem.
Entitiestowardthetopofthisstructurearecentralizedcorporate
functionsandindicatorsoftheorganizationalstructure,andshould
onlyusethePfzervisualidentitysystem.Theirnamesarenotlocked
upwiththePfzerlogo.
Entitiesclosertothebottomrequiremorefexibilitytocommunicate
withspecifcaudiencegroups.Theseentitieshavemorefexibilitywith
thevisualsystem,andusethePfzerlogosomewhereonthepage.
2EnablingFunctions
1PfzerMasterbrand
3Divisions
6BusinessUnits
4InternalProgramsandInitiatives
5ExternalProgramsandInitiatives
7BusinessUnitsProgramsandInitiatives
8ProductsandProductMarketing
The Pfzer brand architecture
Pfzer Branding Guidelines / strategy and messagin / Brand architecture
General users communications Professionals design agencies
14 Version 1.2 December11,2009
Pfzer Branding Guidelines / strategy and messagin / Brand architecture
The Pfzer brand architecture structure
1PfzerMasterbrand
INTERNAL/EXTERNAL
INTERNAL
2EnablingFunctions
(Internal)
5ExternalPrograms&Initiatives
(Corporate-wideandDivision-wide)
7BUPrograms&Initiatives
(InternalandExternal)
8Products&ProductMarketing
CORPORATE-WIDE
ExternalProgramsandInitiativesspantheentireorganization
andarestewardsofthecompanysreputation.Theyhelpestablish
PfzerasaleaderinhealthcarebytouchingmorethanoneDivision
withinPfzerandprovidingresourcesforexternalaudiences.
(e.g.,PfzerInvestmentsinHealth)
EachDivisioniscomposedofBusinessUnits,andeach
BusinessUnitservesaspecifcpurpose,need,andaudience.
NotallBusinessUnitsarecustomerfacing,thereforeeach
needstobeevaluatedindependently.
Productsaretherevenuedriversoftheorganizationandhave
themostvisiblepresenceinthemarketplace.
EXTERNAL
BusinessUnitProgramsandInitiativesoriginateinonlyone
BusinessUnit,andexternalaudiencesengagewithPfzerthrough
theseProgramsandInitiatives.Theyprovideresourcesandserve
specifcaudienceneeds.(e.g.,FirstResource,GlobalAccess,
AllEyesonGlaucoma,etc.)
DIVISION-WIDE
ExternalProgramsandInitiativesoriginateinaDivisionof
PfzerandtouchmorethanoneBusinessUnit.Externalaudiences
engagewithPfzerthroughtheseProgramsandInitiatives.They
serveatargetedexternalaudienceandprovideacommonresource
forkeyaudiences.(e.g.,PfzerHelpfulAnswers,PfzerPro,etc.)
INTERNAL
BusinessUnitProgramsandInitiativesoriginateinonlyone
BusinessUnitandprovideresourcesandsupportforemployees.
(e.g.,AreaCommercialTeam,PAHOnline,etc.)
6BusinessUnits
ThemasterbrandestablishesPfzerasthecorporateumbrellaunder
whichallprograms,initiatives,andproductsarecreatedandcommunicated.
Thelogoistheprimaryrepresentationofthemasterbrand.
EnablingFunctionsincludethepermanentdepartmentsandsub-departments
thatprovideguidance,support,andresourcesforDivisionsandBusinessUnits
throughoutPfzer.Thoughtheyarenotcustomerfacing,EnablingFunctions
spanthebreadthofPfzer,supportingallitsbusinessareasandemployees.
(e.g.,GlobalOperations,Finance,Legal,CorporateTravel,etc.)
3Divisions ThefveDivisionsrepresentandmanagethekeyoperatingareaswhere
Pfzergeneratesbusinessvalue.EachDivisionrepresentsaspecifcarea
ofexpertise.(i.e.,PharmatherapeuticsResearchandDevelopmentGroup,
BiotherapeuticsResearchandDevelopmentGroup,DiversifedBusinesses,
Manufacturing.)
4InternalPrograms&Initiatives
(Corporate-wideandDivision-wide)
CORPORATE-WIDE
InternalProgramsandInitiativesspantheentire
organizationandprovidecommonresourcesandsupport
forallPfzeremployees.Theyaretemporaryand/or
reoccurringeventsestablishedandcontrolledbyan
EnablingFunction.(e.g.,HealthyPfzer)
DIVISION-WIDE
InternalprogramsandInitiativesoriginateinaDivision
ofPfzerandtouchmorethanoneBusinessUnit.Theyare
temporaryand/orreoccurringevents,andtheyprovidea
commonresourceforandunifytheDivision.
INTERNAL EXTERNAL
PFIZER HUMAN RESOURCES
Biopharmaceutical Businesses
General users communications Professionals design agencies
15 Version 1.2 December11,2009
Pfzer Branding Guidelines
1.Themasterbrand
2.Enablingfunctions
3.Divisions
4.Internalprogramsandinitiatives
5.Externalprogramsandinitiatives
6.Businessunits
7.Businessunitprogramsandinitiatives
8.Productsandproductmarketing
Visualidentity
16 Version 1.2 December11,2009
Whoshoulduseit?
ThePfzerlogo
ThePfzerthemeline
ThePfzercolors
ThePfzerimagery
ThePfzerdottedillustrationstyle
Typography
Grids
Howtobuildalayout
Applications
Pfzer Branding Guidelines / Visual identity
1.Themasterbrand
17 Version 1.2 December11,2009
Who should use it?
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand
Therearethreemaingroupswhousetheseguidelines.Determinewhich
groupyoubelongbasedonthefollowing:
General users
Generalusersmakeuseofpredesignedtemplates;however,for
thoseinterested,theinformationincludedhereisanexcellentaidto
understandingtheprinciplesatworkinPfzercommunicationspieces.
communications professionals
CommunicationsprofessionalsworkwithinPfzertodevelop
communicationpiecesforthecompanyonadailybasis.These
samplesprovideguidanceforcreatingvarietywhilestayingon-brand.
design agencies
DesignagenciespartnerwithPfzerviaastructuredcreative
processtodevelopmaterials.Agenciesprovideexpertdesign
applicationskills,strategicadvice,andbroadconceptualabilities.
Theywillfndthisinformationtobeanexcellentstartingpointfor
thedevelopmentprocess..
General users communications Professionals design agencies
General Users Communications Professionals Design Agencies
Refertotheupperrighthandcornerof
thepageforyourgroupdesignation.
18 Version 1.2 December11,2009
The Pfzer logo
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand
ThePfzerlogoistheprimarysymbolofourcorporation.Itunifesus
acrossbusinessesandgeographies,andsignalstothemarketwhoweare
andwhatwestandfor.
Ourlogohasrecentlyevolvedtotellamorecompletestory.ThePfzer
ovalwasintroducedin1991.Overtime,webuiltagreatdealof
equityinthatlogo,anditiswidelyrecognizedaroundtheworld.But
today,Pfzerisadifferentcompany.Wevechangedthroughglobal
growth,numerousacquisitions,entryintonewtherapeuticareas,and
developmentoflife-changingmedicines.Ournewlogokeepsmuchof
ourexistingequity,butaskspeopletotakeafreshlookatPfzerbecause
wearenotthesamecompanywewerein1991.
TherefreshedPfzerlogoisstillblue,butwehavebrightenedthecolor
andaddedagradienttosignalPfzersoptimismandwarmth.
Thetypefaceisstillitalic,butwehaveadoptedamorecontemporary
typewherethelettersarerounderandfriendlier.Wearemoreaccessible
andlessformal.
Finally,thelogostillusesanovalasabasicshape,butitistiltedslightly
upwards,signalingpositivechangeandforwardmomentum.
General users communications Professionals design agencies
19 Version 1.2 December11,2009
Logo colors: preferred
Preferred logos
Wehaveseven(7)logoversions,sobesuretouse
theproperlogofortherightapplication.
Usethe2-colorpositivelogowheneverpossible.Use
thepreferredCMYKpositivelogowhenonlyCMYK
printingisavailable.
Theseversionsofthelogoareprovidedasscalable
vectorartwork(EPS).
EPSformatallowshigh-qualityprintreproduction.
EPSflescanbescaledtoanysizewithoutsacrifcing
imagequality.Youmayusetheseflesinpage
layoutandgraphicsprogramsforprintprojects.
Additionally,EPSformatflesmayalsobeusedto
createflesinanyoftheotherimageformatsat
exactlythesizesrequired.
Please note that the letters of the logo are
transparent. They should reveal the background on
which the logo is placed while maintaining legibility.
2-color (positive)
Usethisversionforpremiumprintapplications.
The2-color(positive)logoconsistsofCyanand
PMSRefexBlue.
Please note: The 2-color fle is built with overprinting
gradients. It is recommended to use the AI fle in
Adobe

Creative Suite

version 3 and later for the


best appearance on-screen, in composite printing
and in PDF fles. Using the EPS fle and/or other
software may cause the logo to appear incorrect,
although the logo will color separate correctly.

cmyK (positive)
UsethisversionwhenonlyCMYKprintingisavailable.

Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
General users communications Professionals design agencies
20 Version 1.2 December11,2009
Logo colors: alternate
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
1-color alternate logos
Usetheselogoswhen2-colorandCMYKlogos
cannotbeused.Theyaredesignedtoprovide
legibilityforspecifcapplicationtypes.
Theseversionsofthelogoareprovidedasscalable
vectorartwork(EPS).
EPSformatallowshigh-qualityprintreproduction.
EPSflescanbescaledtoanysizewithoutsacrifcing
imagequality.Youmayusetheseflesinpage
layoutandgraphicsprogramsforprintprojects.
Additionally,EPSformatflesmayalsobeusedto
createflesinanyoftheotherimageformatsat
exactlythesizesrequired.
Please note that the letters of the logo are
transparent. They should reveal the background on
which the logo is placed while maintaining legibility. White
Usethisversionwhentheapplicationrequiresa
simplifedmarkinwhiteandthebackgroundistoo
darktoallowuseofthepreferredmarkorthe1-color
alternateversion(e.g.,reverseapplications,premium
items,smallsizes,silkscreen,etc.).
1-color Blue
Usethisversionwhentheapplicationrequiresa
1-colororsimplifedmark(e.g.,stationery,premium
items,smallsizes,silkscreen,etc.).Thelogoprintsin
PMSProcessBlue.
Black
Usethisversionwhentheapplicationrequiresa
simplifedmarkinblack(e.g.,faxsheet,premium
items,smallsizes,silkscreen,etc.).
General users communications Professionals design agencies
21 Version 1.2 December11,2009
Logo formats: on-screen
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
on-screen logos
Theseversionsareusedforalldesktopand
on-screenapplications.
RGBlogoflesareprovidedinJPGandPNGfle
formatsin2"sizes.Theseversionsarealsoprovided
asscalablevectorartwork(EPS).Additionally,
EPSformatflesmayalsobeusedtocreatefles
inanyoftheotherimageformatsatexactlythe
sizesrequired.
UseJPGformatlogosforPowerPoint

presentations,
Microsoft

Word

documents,andotheroffce
applications.YoumayuseJPGflesforprinting
onlow-resolutionprinterssuchaslaserorink-jet
printers.JPGformatlogosareneverusedforhigh-
resolutionprinting,andtheyareneverscaledto
largersizes.
UsePNGformatlogosforhigher-qualitylaserprint
reproduction(Microsoft

Word

andPowerPoint

),
screenandwebapplicationswhereahigher-
qualitylogomaybeneeded.Theycanbescaled
downinsize,buttheyareneverscaledtolarger
sizes.Additionally,usePNGfleswhentransparent
backgroundsarerequired,suchaswebsitesand
whenplacingthelogoonabackgroundthatis
notwhite.
Please note that the letters of the logo are
transparent in EPS and PNG fles. They should reveal
the background on which the logo is placed while
maintaining legibility.
rGB (positive)
Thisisthepreferredversionforinternet,video,TV,
emailsignatures,Microsoftapplications,etc.
rGB (reverse)
Usethisversionwhentheapplicationrequiresa
simplifedmarkinwhiteandthebackgroundistoo
darktoallowuseofthepreferredmark.
General users communications Professionals design agencies
22 Version 1.2 December11,2009
Logo: clear space
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
AlwayssurroundthePfzerlogowiththeamountof
clearspaceshowntoensurethatthelogoiseasily
identifableaswellasvisibleandlegiblewherever
itappears.
Clearspaceistheminimumbreathingroom
maintainedaroundourlogo.Italsodefnesthe
minimumdistancebetweenthelogoandtheedge
ofaprintedpiece.Theclearspacearoundourlogo
isequaltotheheightofthePfzerlogo.Donot
positionanytext,graphicelements,orothervisual
marksinsidetherecommendedclearspace.
Please note that this distance may sometimes
be adjusted for select online or exterior signage
applications where space is limited.
General users communications Professionals design agencies
23 Version 1.2 December11,2009
Logo: scaling and minimum size
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
Preferred logo minimum size 1-color logo minimum size
0.3125" 0.1875"
scaling the Pfzer logo
EPSlogoflesmaybescaledtoanysizenecessary
fortheapplication,aslongastheminimumsize
requirementsaremet.Formostapplications,the
logowillbesizedatheightsoflessthan1".
minimum size
Minimumsizereferstothesmallestallowablelogo
size.Thelogoisavailableinonesizethatcanbe
scaleddowntoaminimumsizeof0.3125"high
forthepreferredlogo.The1-coloralternatelogos
canbescaleddowntoaminimumsizeof0.1875"
high.Alwaysmaintainthelogosaspectratio
whenscaling.
General users communications Professionals design agencies
24 Version 1.2 December11,2009
Logo: on backgrounds
on backgrounds
Placethelogoonbackgroundsthatprovide
goodcontrastandlegibilitytoensurethatitis
clearlyrecognizable.
Please note that the letters of the logo are
transparent. They should reveal the background on
which the logo is placed while maintaining legibility.
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
General users communications Professionals design agencies
25 Version 1.2 December11,2009
Logo donts
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
Ensurethatourlogoisclearlyrecognizablebyusing
itproperly,anddonotalteritinanycircumstances.
Considerthelogoversionandthebackground
itisplacedontoprovidethebestlegibility.The
examplesshowvarioususestoavoid.
DONOTchangethelogoscolor.
DONOTusethepreferredlogo
onadarkbackground.
DONOTusethelogoinaholding
boxorothershape.
DONOTchangethe
logosproportion.
DONOTadddropshadowsor
othereffectstothelogo.
DONOToutlinethelogo.
DONOTapplycolororknockout
theletterformsinsidethelogo.
DONOTcropthelogo.
DONOTrotatethelogo. DONOTlockupproduct
identifersorproductdescriptions
withthelogo.
DONOTplacethelogoona
complicatedbackgroundor
abackgroundthatreduces
itslegibility.
DONOTremovethePfzer
wordmarkfromtheoval.
General users communications Professionals design agencies
26 Version 1.2 December11,2009
Logo overview
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo
Composed of Cyan and
Magenta
Preferred
2-color for CMYK
Preferred gradient marks for print
Composed of Cyan and
PMS Reex Blue
pzer_cmyk_pos.eps pzer_1c_pos.eps pzer_2c_pos.eps
Preferred
2-color
Use the preferred 2-color version of the logo
whenever possible.
Use the preferred 4-color version of the logo when only
CMYK printing is available.
Do not use color logos for reverse background printing.
Alternate at marks for print Screen
File nomenclature Clear space Minimum size
PMS Process Blue - Do not
reproduce in other colors.
pzer_wht_rev.eps
Alternate
1-color White
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.
Use the RGB version of the artwork on screen and in
digital applications.
The clear space around our
logo is equal to the full height
of the lozenge shape.
The preferred logo can be
scaled down to a minimum
height of 0.3125". Always
maintain the logos aspect
ratio when scaling.
The alternate logos can be
scaled down to a minimum
height of 0.1875".
Do not reproduce
in other colors.
Primary
RGB/Screen
pzer_rgb_pos.png
.jpg
pzer_blk_pos.eps
Alternate
1-color Blue
Use the 1-color blue
version when a simplied
mark is required for premium
items, silkscreen, etc.
Alternate
1-color Black
pzer_rgb_ pos. png
Identier Back-
ground
Format
.eps vector le for print
.jpg RGB for screen
.png RGB for screen
pos
rev
Color
1c
2c
cmyk
blk
wht
rgb
Alternate
RGB/Screen
pzer_rgb_rev.png
0.3125" 0.1875"
General users communications Professionals design agencies
27 Version 1.2 December11,2009
The Pfzer themeline
ThePfzerthemelineisaconcisestatementofourcompanyspurpose.
WhenitislockedupwiththePfzerlogoitcommunicatesourkeyreason
forbeinginaclear,direct,andengagingmanner.
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo-themeline
General users communications Professionals design agencies
28 Version 1.2 December11,2009
logo-themeline lock-up
Usethelock-upswhenapplyingthethemelineto
corporatemarketingcommunications.
Thisisthepreferredlock-upformostapplications.
Thelogoisfollowedbythethemeline,andthe
themelineisplacedonthesamebaselineasthetext
ofthelogo.Placethefrstwordofthethemelinea
distanceofPfromtherightedgeofthelogo.
Pfzer logo-themeline: lock-up confgurations
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo-themeline
DetailforspacingandalignmentofTM
General users communications Professionals design agencies
29 Version 1.2 December11,2009
Usingtheproperlock-upforanapplicationiskey.
Wehavefve(5)lock-upcolorversions.Usethe
versionthatprovidesthebestcontrastandlegibility
foryourapplication.
Please note that the letters of the logo are
transparent. They should reveal the background on
which the logo is placed while maintaining legibility.
Pfzer logo-themeline: color versions
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo-themeline
Preferredtwo-color(refexblue&cyan)logowithtwo-colorthemeline
CMYKbluelogowithCMYKthemeline
PMSProcessBluelogowithPMSProcessBluethemeline
Blacklogowithblackthemeline
Whitelogowithwhitethemeline
General users communications Professionals design agencies
30 Version 1.2 December11,2009
Pfzer logo-themeline: clear space
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo-themeline
Clearspaceistheminimumbreathingroom
maintainedaroundthelock-up.Itiskeptfreeof
graphics,text,andothermarks.Italsodefnesthe
minimumdistancebetweenthelock-upandthe
edgeofaprintedpiece.
Theclearspacearoundourlogo-themelinelock-upis
equaltotheheightofthelogo.
Please note that this distance may sometimes
be adjusted for select online or exterior signage
applications where space is limited.
General users communications Professionals design agencies
31 Version 1.2 December11,2009
scaling the lock-up
TheEPSPfzerlogo-themelinelock-upflesmaybe
scaledtoanysizenecessaryfortheapplication.Do
notscalethelogoorthemelineseparately.Formost
applications,thelogowillbesizedatheightsofless
than1".Alwaysmaintainthelock-upsaspectratio
whenscaling.
minimum size
Minimumsizereferstothesmallestallowable
lock-upsize.Thelock-upisavailableinonesizethat
canbescaleddowntoaminimumsizeof0.3125"
highforthelock-upwiththepreferredlogo.The
lock-upwith1-coloralternatelogocanbescaled
downtoaminimumsizeof0.25"high.Always
maintainthelock-upsaspectratiowhenscaling.
Pfzer logo-themeline: scaling and minimum size
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo-themeline
0.3125"
Minimumsizeforpreferredlogowiththemeline
0.25"
Minimumsizefor1-colorlogowiththemeline
Maintainaconsistentaspectratiowhenscaling
General users communications Professionals design agencies
32 Version 1.2 December11,2009
Pfzer logo-themeline overview
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / the Pfzer logo-themeline
Preferred gradient marks for print
Composed of Cyan and PMS Reex Blue
pzertag_2c_pos.eps
Preferred 2-color*
Use the preferred 2-color version whenever possible.
Use the preferred 4-color version of the themeline when
only CMYK printing is available.
Do not use color themelines for reverse background printing.
Alternate at marks for print Screen
File nomenclature Clear space Minimum size
Alternate 1-color White
Use the RGB version of the artwork on screen and in
digital applications.
The clear space around our logo is equal to the
full height of the lozenge shape.
The preferred themeline can be scaled down to a
minimum height of 0.3125". Always maintain the logo
and themeline aspect ratio when scaling.
The one-color themeline can be scaled down to a
minimum height of 0.25".
Alternate 1-color PMS Process Blue
Use the 1-color blue version when a simplied 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 Black
pzertag_rgb_pos. png
Identier Back-
ground
Format
.eps vector le for print
.jpg RGB for screen
.png RGB for screen
pos
rev
Color
1c
2c
cmyk
blk
wht
rgb
pzer_rgb_rev.png
Composed of Cyan and Magenta
Preferred 2-color for CMYK
pzertag_cmyk_pos.eps
Do not reproduce in other colors.
pzer_rgb_pos.png
.jpg
PrimaryRGB/Screen
Alternate RGB/Screen
0.25"
0.3125"
pzertag_1c_pos.eps
pzertag_blk_pos.eps
pzertag_wht_pos.eps
*Pleasenote:The2-colorfleisbuiltwithoverprintinggradients.ItisrecommendedtousetheAIfleinAdobe

CreativeSuite

version3andlaterforthebestappearanceon-screen,incompositeprintingandinPDFfles.
UsingtheEPSfleand/orothersoftwaremaycausethelogotoappearincorrect,althoughthelogowillcolorseparatecorrectly.
General users communications Professionals design agencies
33 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / color palette
The Pfzer colors General users communications Professionals design agencies
ThecolorpaletteismadeupofthePfzerblue
andsupportiveneutralcolors(black,gray,and
white).Thesecondarycolorpaletteconsistsofa
complementarysetofbrightcolorsthatconvey
boldnessandoptimism.
The colors represented on this page have not been
evaluated by Pantone, Inc and may not match the
Pantone system. Consult a Pantone Color Formula
Guide for reference.
Pfzer Blue
C100,M10,Y0,K10
R0,G147,B207
Hex#0093D0
PMSProcessBlue
Black
C0,M0,Y0,K100
R0,G0,B0
Hex#000000
White
C0,M0,Y0,K0
R255,G255,B255
Hex#FFFFFF
secondary color palette
Primary color palette
Gray
C0,M0,Y0,K60
R97,G99,B101
Hex#616365
PMSCoolGray10
light Green
C50,M0,Y100,K0
R125,G186,B0
Hex#7DBA00
PMS376C/375U
cyan
C100,M0,Y0,K0
R0,G174,B238
Hex#00AEEF
PMSProcessCyan
orange
C0,M48,Y100,K0
R248,G151,B29
Hex#F8971D
PMS144C/U
yellow
C0,M10,Y100,K0
R247,G212,B23
Hex#F7D417
PMS109C/108U
Pink
C0,M100,Y0,K0
R214,G0,B110
Hex#D6006E
PMSProcessMagenta
light Blue
C43,M0,Y10,K0
R117,G209,B224
Hex#75D1E0
PMS310C/U
Green
C94,M0,Y100,K0
R0,G169,B79
Hex#00A950
PMS355C/U
Purple
C78,M100,Y0,K33
R74,G36,B94
Hex#4A245E
PMS269C/268U
red
C0,M100,Y99,K4
R204,G41,B43
Hex#CC292B
PMS1797C/U
light red
C0,M75,Y75,K0
R242,G102,B73
Hex#F26649
PMS7417C/U
34 Version 1.2 December11,2009
Use of tints for information graphics
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / color palette
General users communications Professionals design agencies
Onlyusetintsofcolorswhentreatinginformation
graphics,otherwiseusethecolorat100%.Visual
representationsofdataareconveyedmoreclearly
andarebetterunderstoodwhencolorisproperly
used.Usingpairsofcolorsthathaveadequate
contrastwillmakethedesignofinformation
graphicsmoreeffective.
Specifcscreens(i.e.,75%,50%,and25%)of
eachcoloraredesignedtoaddvisualdepth
andfexibilityandtoconveyadditionallevels
ofinformationhierarchy.
50%
75% 25%
Pfzer Blue
100%
Pink
100%
50%
75% 25%
light Blue
100%
50%
75% 25%
50%
75% 25%
cyan
100%
light Green
100%
50%
75% 25%
red
100%
50%
75% 25%
orange
100%
50%
75% 25%
yellow
100%
50%
75% 25%
50%
75% 25%
Green
100%
Purple
100%
50%
75% 25%
light red
100%
50%
75% 25%
35 Version 1.2 December11,2009
Color principle 1: use colors sparingly
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / color palette
use 13 secondary colors at a time
Inadditiontoneutralcolors(black,gray,orwhite),
useonly13secondarycolors.Thishelpstokeepthe
contentfromlookingtoocomplexandcluttered.
06 05
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
Non habent claritatem
est usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui
sequitur mutationem consuetudium
lectorum.
Mirum est notare quam littera
gothica, quam nunc putamus parum
claram, anteposuerit litterarumNon
habent claritatem insitam; est usus
legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui sequitur mutationem
consuetudium lectorum. Mirum est
notare quam littera gothica, quam
nunc putamus padynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothidynamicus, qui sequitur
mutationem consuetudium lectorum.
Mirum est notare quNonm littera
gothirum claram, ante
06 05
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
Non habent claritatem
est usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui
sequitur mutationem consuetudium
lectorum.
Mirum est notare quam littera
gothica, quam nunc putamus parum
claram, anteposuerit litterarumNon
habent claritatem insitam; est usus
legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui sequitur mutationem
consuetudium lectorum. Mirum est
notare quam littera gothica, quam
nunc putamus padynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothidynamicus, qui sequitur
mutationem consuetudium lectorum.
Mirum est notare quNonm littera
gothirum claram, ante
06 05
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
0
5
10
15
20
25
Non habent claritatem insitam; est
usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
90%
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum
06 05
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
Non habent claritatem
est usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui
sequitur mutationem consuetudium
lectorum.
Mirum est notare quam littera
gothica, quam nunc putamus parum
claram, anteposuerit litterarumNon
habent claritatem insitam; est usus
legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui sequitur mutationem
consuetudium lectorum. Mirum est
notare quam littera gothica, quam
nunc putamus padynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothidynamicus, qui sequitur
mutationem consuetudium lectorum.
Mirum est notare quNonm littera
gothirum claram, ante
06 05
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
Non habent claritatem
est usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui
sequitur mutationem consuetudium
lectorum.
Mirum est notare quam littera
gothica, quam nunc putamus parum
claram, anteposuerit litterarumNon
habent claritatem insitam; est usus
legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumNon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui sequitur mutationem
consuetudium lectorum. Mirum est
notare quam littera gothica, quam
nunc putamus padynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothidynamicus, qui sequitur
mutationem consuetudium lectorum.
Mirum est notare quNonm littera
gothirum claram, ante
06 05
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
0
5
10
15
20
25
Non habent claritatem insitam; est
usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
90%
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum
General users communications Professionals design agencies
36 Version 1.2 December11,2009
Color principle 2: use colors purposefully
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / color palette
highlight important information
Colorcanhelptocreateemphasis,clarifyhierarchy,
andorganizeinformationonalayout.
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam nonmmy
nibh euis. Ruod mazim placerat facer
possim assum.
05 04
TUER ADIPISCING ELIT SED DIAM
nonummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus lequi facit
eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
sed diam nonummy nibh euis. Ruod
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
legentis in iis qui facit eorum claritatem.
Investigationes demonstraverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam proce ssus dyn amicus,
qui sequitur mutation em consuetudium
lectorum. d ii legunt saepius. Claritas est
etiam proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
sed diam nonummy nibh euis. Ruod
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
legentis in iis qui facit eoru
qui facit eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parud ii legunt
saepius. Claritas est etiam proce ssus dyn
amicus, qui sequitur mutation em
consuetudium lectorum. Mirum est notare
quam littera gothica, quam nunc putamus
parum claram, anteposuerit litter arumuer
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit
eorum claram, anteposuerit litterarum.
d ii legunt saepius. Claritas est etiam proce
ssus dyn amicus, qui sequitur mutation em
consuetudium lectorum. Mirum est notare
quam littera gothica, quam nunc putamus
parum claram, anteposuerit litter arumuer
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit
eorud ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
sed diam nonummy nibh euis. Ruod
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
legentis in iis qui facit eoru
Tuer adipiscing elit sed diam nonummy
nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem
insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
uer adipiscing elit sed diam nonummy
nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem
insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
Lorem ipsum
Loremipsumdolor
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis
qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum. Mnon habent claritatem
insitam; est usem. Investi gationes
demons traverunt lectores legere
me lius quod ii legunt saepius.
Claritas est etiam proce ssus dyn
amicus, qui sequitur mutaqui ion
em consu etudium lecto rum.
quiput amus parum claram,
antepquiosuerit littquie rarum.irum
est notare quam littera gothica,
quam nunc putamus parum
claram, anteposuerit litterarum.
05 04
Loremamet consect
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usem. Investi gationes demons
traverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam proce sstores legere me lius
quod ii legunt saepius. Claritas est
etiam proce ssus dyn amicus, qui
sequitur mutation em consue
tudium lectorum. Mnon habent
clarittores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consu etudium
lectorum. Mnon habent claritus
dyn amicus, qui sequitur mutaqui
ion em consu etudium lecto rum.
quiput amus parum claram,
antepquiosuerit littquie rarum.
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam non
ummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus.
Loremipsumdolor sit amet
consect
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis
qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc
putamus parum claram,
anteposuerit litterarum.
Loremipsumdolor sit amet
consect
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis
qui facit eorum claritatem.
05 04
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum.
Mirum est notare quam littera
gothica, quam nunc putamus
parum claram, anteposuerit
litterarum.
qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc
putamus parum claram,
anteposuerit litterarum.
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam nonmmy
nibh euis. Ruod mazim placerat facer
possim assum.
05 04
TUER ADIPISCING ELIT SED DIAM
nonummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus lequi facit
eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
sed diam nonummy nibh euis. Ruod
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
legentis in iis qui facit eorum claritatem.
Investigationes demonstraverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam proce ssus dyn amicus,
qui sequitur mutation em consuetudium
lectorum. d ii legunt saepius. Claritas est
etiam proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
sed diam nonummy nibh euis. Ruod
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
legentis in iis qui facit eoru
qui facit eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parud ii legunt
saepius. Claritas est etiam proce ssus dyn
amicus, qui sequitur mutation em
consuetudium lectorum. Mirum est notare
quam littera gothica, quam nunc putamus
parum claram, anteposuerit litter arumuer
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit
eorum claram, anteposuerit litterarum.
d ii legunt saepius. Claritas est etiam proce
ssus dyn amicus, qui sequitur mutation em
consuetudium lectorum. Mirum est notare
quam littera gothica, quam nunc putamus
parum claram, anteposuerit litter arumuer
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit
eorud ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
sed diam nonummy nibh euis. Ruod
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
legentis in iis qui facit eoru
Tuer adipiscing elit sed diam nonummy
nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem
insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
uer adipiscing elit sed diam nonummy
nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem
insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
Lorem ipsum
Loremipsumdolor
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis
qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum. Mnon habent claritatem
insitam; est usem. Investi gationes
demons traverunt lectores legere
me lius quod ii legunt saepius.
Claritas est etiam proce ssus dyn
amicus, qui sequitur mutaqui ion
em consu etudium lecto rum.
quiput amus parum claram,
antepquiosuerit littquie rarum.irum
est notare quam littera gothica,
quam nunc putamus parum
claram, anteposuerit litterarum.
05 04
Loremamet consect
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usem. Investi gationes demons
traverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam proce sstores legere me lius
quod ii legunt saepius. Claritas est
etiam proce ssus dyn amicus, qui
sequitur mutation em consue
tudium lectorum. Mnon habent
clarittores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consu etudium
lectorum. Mnon habent claritus
dyn amicus, qui sequitur mutaqui
ion em consu etudium lecto rum.
quiput amus parum claram,
antepquiosuerit littquie rarum.
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam non
ummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus.
Loremipsumdolor sit amet
consect
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis
qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc
putamus parum claram,
anteposuerit litterarum.
Loremipsumdolor sit amet
consect
Tuer adipiscing elit sed diam
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
non habent claritatem insitam; est
usus legentis in iis
qui facit eorum claritatem.
05 04
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum.
Mirum est notare quam littera
gothica, quam nunc putamus
parum claram, anteposuerit
litterarum.
qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc
putamus parum claram,
anteposuerit litterarum.
General users communications Professionals design agencies
37 Version 1.2 December11,2009
Color principle 3: use colors for pacing
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / color palette
create a rhythm
Usecolortocreatearhythmandtosignalplaces
fortheeyetorestwhendesigningpiecesthatspan
acrossmultiplepages.Donotrepeatthesamecolor
approachoneveryspread.Thiswillhelptokeepthe
contentengaging.
20,234 people Dvulputate velit esse
molestie consequat, vel
illum dolore eu feugiat
nulla facilisis at vero eros et
accumsan et iusto odio
dignissim qui blandit
praesent luptatum zzril
delenit augue
22% population Nam liber tempor cum
soluta nobis eleifend
option congue nihil imper
dieoming id quod mazim
placerat facer possim
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam non
ummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus legentis in
iis qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii legunt
saepius. Claritas est etiam proce
ssus dynamicus, qui sequitur mutation
em consuetudium lectorum. Mirum
est notare quam littera gothica, quam
nunc putamus parum claram, antep
osuerit litterarum formas humanitatis
per seacula quarta decima.
Loremipsumdolor sit amet consect
Tuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes demonstraverunt lectores legere
me lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, qui
sequitur mutation em consuetudium lectorum. Mirum est notare quam littera
gothica, quam nunc putamus parum claram, anteposuerit litterarum.
05 04
06 05
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
0
5
10
15
20
25
Non habent claritatem insitam; est
usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
90%
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum
Sustain
15 14
0
5
10
15
20
45,000
10,000
2,000
20,000
15,000
10,000
10,000
dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit
litterarumon habent claritatem
insitam; est usus legentis in iis qui
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
legere me lius quod ii legunt saepius.
Claritas est etiam processus
dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam lit
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum
Improve
Sustain
Tuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes demonstraverunt lectores legere
me lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, qui
sequitur mutation em consuetudium lectorum. Mirum est notare quam littera
gothica, quam nunc putamus parum claram, anteposuerit litterarum.
15 14
Non habent claritatem insitam; es
usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
etiam processus dynamicus, uitur
mutationem consuetudium lect
orum. Mirum est notare littera got
ca, quam nunc putamp arum
claram, anteposu litterarum form
humanitatis sea
0
5
10
15
20
25 45,000
10,000
2,000
20,000
15,000
10,000
10,000
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam non
ummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus legentis in
iis qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii legunt
saepius. Claritas est etiam proce
ssus dynamicus, qui sequitur mutation
em consuetudium lectorum. Mirum
est notare quam littera gothica, quam
nunc putamus parum claram, antep
osuerit litterarum formas humanitatis
per seacula quarta decima.
Lorem ipsum dolor sit amet
consect lorem ipsum
05
20,234 people Dvulputate velit esse
molestie consequat, vel
illum dolore eu feugiat
nulla facilisis at vero eros et
accumsan et iusto odio
dignissim qui blandit
praesent luptatum zzril
delenit augue
22% population Nam liber tempor cum
soluta nobis eleifend
option congue nihil imper
dieoming id quod mazim
placerat facer possim
Lorem ipsum dolor sit amet, consect
etuer adipiscing elit sed diam non
ummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus legentis in
iis qui facit eorum claritatem.
Investigationes demonstraverunt
lectores legere me lius quod ii legunt
saepius. Claritas est etiam proce
ssus dynamicus, qui sequitur mutation
em consuetudium lectorum. Mirum
est notare quam littera gothica, quam
nunc putamus parum claram, antep
osuerit litterarum formas humanitatis
per seacula quarta decima.
Loremipsumdolor sit amet consect
Tuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes demonstraverunt lectores legere
me lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, qui
sequitur mutation em consuetudium lectorum. Mirum est notare quam littera
gothica, quam nunc putamus parum claram, anteposuerit litterarum.
05 04
General users communications Professionals design agencies
06 05
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
0
5
10
15
20
25
Non habent claritatem insitam; est
usus legentis in iis qui facit eorum
claritatem. Investigationes demon
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est
90%
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
Investigationes demon straverunt lectores legere me lius quod ii legunt
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
arta decima et quinta decima non habent.
etiam processus dynamicus, qui
sequitur mutationem consuetudium
lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum
38 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / imagery
Imagery: subject matter and style
style
Naturallighting(noextensivephoto-retouching)
Brighttonalrange
Clear/Sharpfocusonsubjectmatter
Clean,simpleareasofwhitespace
subject matter
Reallife(notstaged,posed,orfctional)
Optimisticandwarm(orneutral)
Singularconcept/subjectperimage
Advancingprogress/positivechange
General users communications Professionals design agencies
39 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / imagery
Imagery: depth of feld
Background imagery
Broadviewofanon-detailedenvironment
Servesasacontextualbackdrop,allowingthe
dottedillustrationsorthePDottypefacetocarry
thestory
Useasacontextualbackdrop
midground imagery
Midrangeviewofclearlyfocused
subjectmatter
Abletocarrythestorywithorwithoutthe
PDottypefaceordottedillustrations
Usetosupportheadlineorcopy
foreground imagery
Macroviewofclearlyfocusedsubjectmatter
AbletocarrythestorywithorwithoutthePDot
typefaceordottedillustrations
Usetosupportheadlineorcopy
depth of feld
Whenselectingimagesforanapplication,consider
thevarioustypographicandgraphiccomponents
thatwillcoexistwiththeimage.
General users communications Professionals design agencies
40 Version 1.2 December11,2009
Imagery: cropping
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / imagery
crop appropriately
Acommunicationspiecewillhavemoreimpactwhen
animageisappropriatelyscaledandcropped.
original
Startwithanappropriateforeground,
midground,orbackgroundimage.
cropping
Selectanareathatisanappropriate
sizeforyourdocument.
original cropped original cropped original cropped
final image should
Focusonasinglesubject
Befreeofclutter(distractingshapes)
Provideampleclearspacefortypography
andgraphicelements
General users communications Professionals design agencies
41 Version 1.2 December11,2009
Imagery overview
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / imagery
style
Naturallighting
(noextensivephoto-retouching)
Brighttonalrange
Clear/Sharpfocusonsubjectmatter
Clean,simpleareasofwhitespace
scale
Foreground
Midground
Background
cropping
Focusonasinglesubject
Befreeofclutter(distractingshapes)
Provideampleclearspacefordotted
illustrationorPDottypeface
subject matter
Reallife(notstaged,posed,
orfctional)
Optimisticandwarm(orneutral)
Singularconcept/subjectperimage
Advancingprogress/positivechange
General users communications Professionals design agencies
42 Version 1.2 December11,2009
Imagery donts
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / imagery
DONOTusedarkimagery.
DONOTuseoversaturatedimagery. DONOTusedepressingorgraphicimagery. DONOTuseimagerywithabusybackground.
DONOTusestylized(posed)imagery. DONOTdistortimagery.
General users communications Professionals design agencies
43 Version 1.2 December11,2009
Possibilities
science
humanity
leadership
themes suB-themes examPles
The Pfzer dotted illustration style
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / dotted illustration
Ideas
Imagination
Pathways
Progress
Research
Data
Information
Discovery
Quality
GlobalAccess
Collaboration
Care
Compassion
Vision
Hope
Impact
Breakthrough
Integrity
Pfzer dotted illustration style
Thesubjectmattercapturedbytheillustrationsbringstheconceptswithin
OurPathForwardtolife.Theillustrationsaredividedintothemesthatelevateand
supportmessagingtohelptellanoverallstory.Thedottedillustrationstyleconveys
theaspirationalqualitieswithinPfzerspurposeandmission.
IllustrationscanbefoundinthePfzerdotted
illustrationlibraryat:
id.pfzer.com
General users communications Professionals design agencies
44 Version 1.2 December11,2009
eye Wash station eye Wash station
Pfzer illustration style
ThePfzerdottedillustrationswillhelptocreate
aproprietarylookacrossPfzercommunications
aswellasconveytheaspirationalqualitieswithin
PfzersPurposeandMission.Theillustrationsare
dividedintothemesthatelevateandsupport
messagingtohelptellanoverallstory.
use only one dotted illustration per application
OversolidPfzercolorfelds,orbackgroundimagery
always use as white that is knocked out
OversolidPfzercolorfelds,orbackgroundimagery
use the dotted illustration as a large concept
Donotuseasliteraliconography.
Pfzer dotted illustration rules
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / dotted illustration
General users communications Professionals design agencies
45 Version 1.2 December11,2009
Pfzer dotted illustration donts
incorrect usage of the dotted illustrations
Usethedottedillustrationsasshownonthe
previouspage.Incorrectuseharmstheintegrity
ofthevisualsystem.

Donotusemorethanonedottedillustrationor
PDottypefacetogetheronthesameapplication.
Donotdistortthedottedillustrations. Donotscalethedottedillustrationsasa
smallergraphic.
Donotusedottedillustrationsona
busybackground.
Donotcolorthedots.Itisalwaysusedasa
knockouttowhite.
Donotusethedottedillustrationsasliteralicons.
visioncare
step1
step2
step3
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / dotted illustration
General users communications Professionals design agencies
46 Version 1.2 December11,2009
Selecting the appropriate dotted illustration
Whenselectingadottedillustrationforan
application,youmustconsidertheoverall
messaging.Dottedillustrationsservetosupport
andenhancetheheadlineandmessaging,so
itisimportanttomakesurethetwoareproperly
aligned.
If you are unable to fnd a category that properly
aligns with the messaging, it will be necessary to
create additional illustrations.
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Theme:
Collaboration/Partnership/Community/Unity
# 9065322 # 9065325
# 9065452 # 9065669
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Theme:
Collaboration/Partnership/Community/Unity
# 9065322 # 9065325
# 9065452 # 9065669
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Theme:
Collaboration/Partnership/Community/Unity
# 9065322 # 9065325
# 9065452 # 9065669
step 1
Determinethekeymessage.
step 2
Chooseathemeintheillustrationlibrarythat
alignswiththemessaging.
step 3
Chooseanappropriateillustrationfromthat
categorythatftswithinthelayout.
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / dotted illustration
General users communications Professionals design agencies
47 Version 1.2 December11,2009
Creating additional dotted illustrations
Ifyouareunabletofndanillustrationthat
alignswiththemessaging,youwillhavetocreate
additionalillustrations.Followingthesedirections
willenableyoutocreateadottedillustrationthat
isconsistentwiththeexistingimagelibrary.
conceptual vs. literal
Thedottedillustrationsareintendedtoserve
asupportingrolebyenhancingtheheadline
andoverallmessaging.Thedottedillustration
isNOTintendedtocommunicatethemessaging
onitsown.
Donotdrawthedottedillustrationsasliteralicons.
Insteadtheyshouldbeusedtocommunicate
metaphorsandlargeconcepts.
1, 3, 3 rule
Whencreatingadditionalillustrations,remember
tokeepthemsimple.Yourdottedillustrationshould
consistof1designmotif.Youmayrepeatthis
designmotif,butDONOTexceed3differentsizes
whenrepeatingthemotif,andDONOTexceed
3differentweightsamongtherepeatedmotifs.


Locate the Stroke palette
under window in the
navagation bar.
Choose the line weight that
provides enough contrast for
your specific application.
Select rounded end caps.
Set dash to zero and
set gap size to double
the weight of your line.

1 design motif
3 different sizes
3 different weights
step 1
Beginbydrawingasolidline
inAdobeIllustrator.
step 2
Convertthesolidlinedrawingintoadottedline:
step 3
Convertthedottedlineillustrationtoartworkbyfollowing
thesedirections:
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / dotted illustration
General users communications Professionals design agencies
48 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / typography
PfzersprimarytypefaceisFSAlbert.
Modern,fexible,easytoread,open,andaccessible,
FSAlbertisuniquelysuitedforawiderangeofvisual
communications.Multiplelevelsoftypographic
hierarchyaredefnedbothforimpactandclarityof
ourcommunications.
When to use
UseFSAlbertforallPfzerprintedcommunications
wherepossible.UseFSAlbertinrenderedformfor
onlineandelectronicapplications.WhenuseofFS
Albertisnotpossible,usetherecommendedsystem
typeface(seepageX).TheweightsshownforFS
Albertareapprovedforuse.
Purchasing the font
Pfzerdoesnotownacompany-widelicenseforFS
Albert,andinternationalcopyrightlawforbidsus
fromsharingthefontbothinternallyandexternally.
Ifyouareacolleagueorvendorwhoneedstouse
FSAlbert,alicensecanbepurchasedfrom:
(http://www.fontsmith.com)
FS Albert Thin
FS Albert Thin Italic
FSAlbertLight
FS Albert Light Italic
FS Albert
FS Albert Italic
fs albert Bold
FS Albert Bold Italic
The Pfzer primary typeface General users communications Professionals design agencies
49 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / typography
Display typeface
PDotisadisplayfontdesignedexclusivelyfor
Pfzer.PDotisderivedfromthedottedillustration
styleofthePfzervisualsystemandcanbeusedin
combinationwithFSAlbert.PDothelpstocreate
auniquelookandproprietarynarrativefeelforthe
Pfzerbrand.
When to use
OnlyusePDotinsentencecaseandfordisplay
purposesatatypesizenosmallerthan36ptsand
forshortheadlines.AlwaysusethePDottypefaceto
knockouttowhite,andnevercolorthetypeface.
usage rights
PfzerretainstheexclusiverightstoPDot.When
sharingthefontwithexternalagencies,colleagues
shouldhavewrittenagreementsthatpreventthe
usageofthefontforprojectsotherthanPfzers.
ThefontcanbedownloadedfromtheIntranetat:
(id.pfzer.com)




_
General users communications Professionals design agencies
50 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / typography
Display typeface donts
DONOTusethedisplayfontinamulti-lineheadline.
DONOTdistortthedisplayfont. DONOTusethedisplayfontinbodycopy. DONOTusethedisplayfontonabusybackground.
DONOTcolorthedisplayfont.Alwaysuseitasa
knockouttowhite.
DONOTcropthedisplayfont.

DONOTusethediaplayfontinallcaps.

General users communications Professionals design agencies


51 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / typography
System typeface
PfzerssystemtypefaceisArial.Onlyuseitwhen
FSAlbertisnotavailable.
When to use
SituationswhereFSAlbertcannotbeusedinclude
butarenotrestrictedto:MicrosoftPowerPoint,
MicrosoftWorddocuments,orHTMLcontenton
webapplications.
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
General users communications Professionals design agencies
52 Version 1.2 December11,2009
Build your grid: step 1
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / Grids
General users communications Professionals design agencies
0.25"
0.25"
0.5"
0.5" 0.5"
image margin
text margin
set your margins
Setyourmarginsbaseduponthedocumentsize
youarebuilding.
InthefollowingU.S.lettersizesample,theimage
marginissetto0.25"inches.Thetextmarginisset
to0.5"inches.
scaling your margins
Whensettingmarginsforformatslargerthan
U.S.lettersize.Scaletheimageandtextmargins
proportionallyusingthe0.25marginsoftheU.S.
lettersizeasthefoundation.
image margin = 0.25"
text margin = 0.5"
8.5" x 11" U.S. Letter Size
image margin = 0.3125"
text margin = 0.625"
11" x 17" Tabloid
image margin = 0.625"
text margin = 1.25"
20" x 30" Poster
image margin = 0.75"
text margin = 1.5"
24" x 36" Poster
image margin = 0.1875"
text margin = 0.375"
3.6875" x 8.5" Slim Jim
53 Version 1.2 December11,2009
Build your grid: step 2
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / Grids
General users communications Professionals design agencies
0.2"
0.25"
0.25"
0.5"
0.5" 0.5"
1 2 3 4 5 6 7
Columns
8 9 10
1. create 10 columns within the text margin.

2. set the gutter to 0.2" inches.
Foranimageandtextmarginof0.5",setyour
gutterat0.2".Usethisratioofmarginstogutter
size(1:4)todetermineguttersizesforprinted
communicationslargerthanastandardU.S.
lettersizedocument.
Grids for layouts smaller than a standard
U.S. letter size should use 6 or 3 columns.
U.S.lettersizeisusedforsamplepurposes.
54 Version 1.2 December11,2009
Build your grid: step 3
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / Grids
General users communications Professionals design agencies
set the typographic baseline at 3pt increments
relative to the top margin.
0.2"
0.25"
0.25"
0.5"
0.5" 0.5" U.S.lettersizeisusedforsamplepurposes.
55 Version 1.2 December11,2009
Cover Spread
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / Grids
Sample vertical grid format General users communications Professionals design agencies
56 Version 1.2 December11,2009
Spread
Pfzer Branding Guidelines / Visual identity / section 1: the masterbrand / Grids
Sample vertical grid format small
Cover
General users communications Professionals design agencies
57 Version 1.2 December11,2009
Spread
Sample horizontal grid format
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / Grids
Cover
General users communications Professionals design agencies
58 Version 1.2 December11,2009
ThissectionprovidesguidanceforcreatingPfzermaterials.Itshows
howtocombinekeyelements:thetypeface(FSAlbertandPDot),color,
imagery,andillustration.Italsoincludessamplesthatdemonstratehow
tousetheseelementswhileadheringtosolidgraphicdesignconcepts
tocreateon-brandmaterials.
How to build a layout
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand
General users communications Professionals design agencies
59 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
Who should use it?
Itshelpfulforalluserstounderstandtheinformationinthissection;
however,itwillbeprimarilyusedbycommunicationsprofessionals
andcreativeagencies.Therearethreemaingroupswhowillusethese
guidelines,sobesuretodeterminewhichgroupyoubelongtobased
onthefollowing:
General users
Generalusersmakeuseofpredesignedtemplates;however,for
thoseinterested,theinformationincludedhereisanexcellentaidto
understandingtheprinciplesatworkinPfzercommunicationspieces.
communications professionals
CommunicationsprofessionalsworkwithinPfzertodevelop
communicationpiecesforthecompanyonadailybasis.These
samplesprovideguidanceforcreatingvarietywhilestayingon-brand.
design agencies
DesignagenciespartnerwithPfzerviaastructuredcreative
processtodevelopmaterials.Agenciesprovideexpertdesign
applicationskills,strategicadvice,andbroadconceptualabilities.
Theywillfndthisinformationtobeanexcellentstartingpointfor
thedevelopmentprocess.
General users communications Professionals design agencies
60 Version 1.2 December11,2009
Setting up the grid
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
General users communications Professionals design agencies
0.2"
0.25"
0.25"
0.5"
0.5" 0.5" U.S.lettersizeisusedforsamplepurposes.
step 1
Setyourmarginsbaseduponthedocumentsize
youarebuilding.
Forthis8.5"x11"example,theimagemarginis
0.25"inchesandthetextmarginis0.5"inches.
step 2
Create10columnswithinthetextmargin,andset
thegutterwidthto0.2"inches.Usethisratioof
marginstoguttersize(1:4)todeterminegutter
sizesforprintedcommunicationslargerthana
standardU.S.lettersizedocument.
step 3
Setthetypographicbaselineat3ptincrements
relativetothetopmargin.
61 Version 1.2 December11,2009
content area
Fullbleedimagesmayencompasstheentirelength
oftheworkspace.Usethedesignatedcontentarea
forallothercontent(type,imagery,andillustration).
Brand area
Thisdefnedspaceisreservedforthelogo,
themeline,andbrandedart.Theupper-mostlimit
ofthebrandareaisgovernedbytheclearspaceof
thePfzerlogo.
Content area
Y
X
Brand area
full bleed
image area
Setting up the workspace
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
U.S.lettersizeisusedforsamplepurposes.
Maximumheightof
thealternateimage
areaishalfthe
documentheight.
General users communications Professionals design agencies
62 Version 1.2 December11,2009
Title
Header
Intro text
Body text
Side bar/Caption
Subhead
Quote/Callout
Description text
Brand area
Content area
This is sidebar copy
porta lectus et ultrices.
Donec vehicula lectus id
lacus rhoncus sit amet
iverra neque cursus.
Nullamante lorem.
Cras ac erat a nibh tempus dignissimsit amet vitae
erat. Suspendisse potenti. Nunc tempor tincidunt auctor.
Donec at erat libero, et sagittis diam. Donec vestibulum
pulvinar augue id pellentesque. Donec sapien ligula,
vulputate a venenatis sit amet, gravida id ligula. Estib um
ac augue et enimvehicula tincidunt in interdumodio. Ebi
vitae elit tortor. Donec bibendumlacus ut augue entum
eleifend. Etiamporttitor vestibulumleo, ac commodo dui
porttitor sit amet. Donec congue, tellus sit amet blandit
scelerisque
Subhead
This is Body copy dignissimsit amet vitae erat.
Suspendisse potenti. Nunc tempor tincidunt auctor.
Donec at erat libero, et sagittis diam. Donec vestibulum
pulvinar augue id pellentesque. Donec sapien ligula,
vulputate a venenatis sit amet, gravida id ligula. Stibulum
ac augue et enimvehicula tincidunt in interdumodio.
Morbi vitae elit tortor. Donec bibendumlacus ut auguesio
condimentumeleifend. Etiamporttitor vestibulumleo,
ac commodo dui porttitor sit amet. Donec congue, tellus
sit amet blandit scelerisque
Header line 1
Header line 2
Intro copy line 1
Intro copy line 2
Intro copy line 3
This is the quote or callout risus id eleifend convallis, enim
urna egestas quam, nec bibendum massa nisl eget nisl.
Curabitur nibh arcu, gravida in fermentum id, feugiat eu
eros. Donec nisi tortor, laoreet vel rutrum in, lobortis vitae
ante. Pellentesque adipiscing dolor non arcu gravida
volutpat. Sed mattis augue ac enim placerat porttitor.
Title line 1
Title line2
Duis auctor, risus id eleifend convallis,
enim urna egestas quam
Usethefollowingtypehierarchytosettypein
yourlayout.Adheringtothesestyleswillensurea
consistentstyleacrossallPfzercommunications.
title
FSAlbertLight36/42pt
description text
FSAlbertLight12/15pt
Quote/callout
FSAlbertLightItalic18/21pt
header
FSAlbertLight18/21pt
intro text
FSAlbertLight12/15pt
subhead
FSAlbertBold9/12pt
side bar/caption
FSAlbertLight7/9ptt
Body text
FSAlbertLight9/12pt
Placing the typography
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
U.S.lettersizeisusedforsamplepurposes.
General users communications Professionals design agencies
63 Version 1.2 December11,2009
Opportunities to
Build Partnership
New acquisitions for a healthier world
image area
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
U.S.lettersizeisusedforsamplepurposes.
Setting type in your layout
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
step 1
Determinethetitleandadditionaltextfor
yourdocument.
step 2
SettitlecopyinFSAlbertLight,36pt/42ptinside
thetextmarginsandalongthedesignatedgridand
left-alignedwiththePfzerlogo.
Opportunities to
Build Partnership
New acquisitions for a healthier world
image area
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
General users communications Professionals design agencies
64 Version 1.2 December11,2009
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
image area
Opportunities to
Build Partnership
New acquisitions for a healthier world
Placing the imagery
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
step 1
Chooseanimage.
step 2
Croptheimagewithinthedesignatedimage
marginsorcroptheimagewithintheentirecontent
areaforafullbleedapproach.
Ensuresuffcientcontrastandlegibilityfor
typography,illustrations,andthePfzerlogo.
U.S.lettersizeisusedforsamplepurposes.
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
image area
Opportunities to
Build Partnership
New acquisitions for a healthier world
General users communications Professionals design agencies
65 Version 1.2 December11,2009
Placing the PDot typeface
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
Opportunities to
Build Partnership
New acquisitions for a healthier world
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
step 1
Chooseawordorwordsorashortheadlineto
renderinPDot.
step 2
TypesetyourselectioninPDotandrenderinwhite.
EnsurethatthePDottypefaceisatleasttwicethe
sizeofthetitleandthatthereissuffcientcontrast
toensurereadability.DonotusesizethePDot
typefacebelow36pts.
U.S.lettersizeisusedforsamplepurposes.
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
Opportunities to
Build Partnership
New acquisitions for a healthier world
General users communications Professionals design agencies
66 Version 1.2 December11,2009
Placing the dotted illustration
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
Opportunities to
Build Partnership
New acquisitions for a healthier world
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
step 1
Chooseathemeintheillustrationlibrarythat
alignswiththemessaging.
step 2
Placethechosendottedillustrationinthe
contentarea.Renderthedottedillustrationin
white,ensuringthereissuffcientcontrastfor
legibilityandthattheillustrationdoesnotviolate
orobscureotherelementswithinthelayout
(typographyandimagery).
U.S.lettersizeisusedforsamplepurposes.
Content area
Brand area
Opportunities to
Build Partnership
New acquisitions for a healthier world
Opportunities to
Build Partnership
New acquisitions for a healthier world
General users communications Professionals design agencies
67 Version 1.2 December11,2009
Combining typography, imagery, and illustration
BalancingthemainelementsofthePfzer
visualsysteminlayoutsisusefulfortelling
strongPfzerstories.
ThefollowingshowsexamplesofPfzervisual
elements,andthelayoutdemonstrateshowto
mosteffectivelycombinethesepieces.
Inspire
Opportunities to
Build Partnership
imagery
typography
FSAlbert

logo
Grid color
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
General users communications Professionals design agencies
68 Version 1.2 December11,2009
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Opportunities to
Build Partnerships
New acquisitions for a healthier world
Discovery
cover 1
Typeandimagecombinetotellacompletestory.
cover 2
Usedottedillustrationtoenhancestory.
cover 3
PDotdisplaytypeisusedtoemphasize
themessagecommunicatedbytheimage
andheadline.
Sample brochure covers
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
Cover1 Cover2 Cover3
General users communications Professionals design agencies
69 Version 1.2 December11,2009
Enimporttitor mi, eu
commodo magna urna
sed augue. Duis eget enim
diam, et venenatis felis.
Quisque vulputate, lorem
et suscipit venenatis,
augue enimegestas
augue, eu aliquet felis
metus vitae dolor.
Proin enimest, malesu
ada eu adipiscing ultrices,
dictumsit amet massa.
Donec vulputate felis a
diamblandit id ornare
turpis commodo. Sed
lectus metus,
Praesent tincidunt nibh vel
Mauris vulputate ultricies. Donec luctus, ante vitae
consectetur fermentum, nunc felis scelerisque orci, et
fringilla magna ligula non tortor. Nama semeget ante
pulvinar iaculis nec eu tortor. Suspendisse potenti.
Suspendisse imperdiet nisl vitae felis consectetur eleifend.
Duis libero est, accumsan mattis suscipit eu, tincidunt nec
ipsum. Nulla vulputate, nulla sit amet aliquam
elementum, est justo scelerisque justo, sed luctus arcu
lectus fringilla massa. Maecenas tincidunt, odio sed
euismod elementum, elit nisl malesuada tortor, vitae
tempor nunc libero non sem. Suspendisse bibendum, est
vel tempus luctus, nisl diamcondimentumdui, vitae
blandit purus nisi tempor metus. Cras vehicula mollis
mauris, vel consectetur nunc scelerisque in. Nulla facilisi.
Quisque quis odio eu dui fringilla egestas in vel mi. Mauris
sollicitudin pulvinar magna vel malesuada. Integer odio
nulla, venenatis eget condimentumvel, cursus in elit. Sed
et mi enim. Donec et diamest. Donec at neque purus.
Tras vehicula, dui nec porta imperdiet, purus dui iaculis
magna, sed eleifend dui semnon lectus. Nunc aliquam
lacinia felis, quis mollis mauris suscipit sit amet. Phasellus
varius facilisis tristique. Aliquamerat volutpat. Maecenas
elementummalesuada euismod. Nunc sed augue massa,
at lobortis purus. Nunc dapibus nibh quis diamconsequat
non vehicula semtincidunt.
Cras eget vestibulumsem
Maecenas ultricies nibh et nisi tristique imperdiet. Donec
nec sapien massa, in ultrices sem. Proin faucibus justo id
mi congue quis ullamcorper turpis aliquam. Sed mattis,
purus ut vestibulumfermentum.
Curabitur egestas tellus sed loremegestas
bibendumeuismod tortor
17
This is the quote or callout risus id eleifend convallis, enim
urna egestas quam, nec bibendummassa nisl eget nisl.
Curabitur nibh arcu, gravida in fermentumid, feugiat eu
eros. Donec nisi tortor, laoreet vel rutrumin, lobortis vitae
ante. Pellentesque adipiscing dolor non arcu gravida
volutpat. Sed mattis augue ac enimplacerat porttitor.
enimporttitor mi, eu
commodo magna urna
sed augue. Duis eget enim
diam, et venenatis felis.
Quisque vulputate, lorem
et suscipit venenatis,
augue enimegestas
augue, eu aliquet felis
metus vitae dolor.
Praesent tincidunt nibh vel
Mauris vulputate ultricies. Donec luctus, ante vitae
consectetur fermentum, nunc felis scelerisque orci, et
fringilla magna ligula non tortor. Nama semeget ante
pulvinar iaculis nec eu tortor. Suspendisse potenti.
Suspendisse imperdiet nisl vitae felis consectetur eleifend.
Duis libero est, accumsan mattis suscipit eu, tincidunt nec
ipsum. Nulla vulputate, nulla sit amet aliquam
elementum, est justo scelerisque justo
sed luctus arcu lectus fringilla massa. Maecenas tincidunt,
odio sed euismod elementum, elit nisl malesuada tortor,
vitae tempor nunc libero non sem. Suspendisse bibendum,
est vel tempus luctus, nisl diamcondimentumdui, vitae
blandit purus nisi tempor metus. Cras vehicula mollis
mauris, vel consectetur nunc scelerisque in. Nulla facilisi.
Quisque quis odio eu dui fringilla egestas in vel mi. Mauris
sollicitudin pulvinar magna vel malesuada. Integer odio nulla,
venenatis eget condimentumvel, cursus in elit. Sed et mi enim.
Donec et diamest. Donec at neque purus. Tras vehicula, dui nec
porta imperdiet, purus dui iaculis magna, sed eleifend dui semnon.
Lacinia felis, quis mollis mauris suscipit sit amet. Phasellus varius
facilisis tristique. Aliquamerat volutpat. Maecenas elementum
malesuada euismod. Nunc sed augue massa, at lobortis purus.
Nunc dapibus nibh quis diamconsequat non vehicula semtincidunt
ultricies nibh et nist
Nullammalesuada risus vitae elit mollis eget
sagittis eros tempor
17
1
Pellentesque posuere,
lectus nec imperdiet
auctor, erat lectus egestas
mauris, quis dapibus ligula
mi vel dui. Sed laoreet,
nibh a fringilla pulvinar,
orci ante euismod sem,
2
Duis imperdiet mi at dui
blandit tristique. Nunc
ultrices odio eget massa
pulvinar accumsan. Etiam
malesuada ligula et ligula
cursus tincidunt.
3
Donec vel est ipsum.
Aenean tortor augue,
ornare vitae mollis eget,
dapibus vitae odio.
Vivamus erat leo,
bibendumeu
4
Nullammalesuada risus
vitae elit mollis eget
sagittis eros tempor.
placerat vitae, vestibulum
sed nunc.
of cases
Praesent tincidunt nibh vel
Mauris vulputate ultricies. Donec luctus, ante vitae consectetur
fermentum, nunc felis scelerisque orci, et fringilla magna ligula non
tortor. Nama semeget ante pulvinar iaculis nec eu tortor. Suspendisse
potenti. Suspendisse imperdiet nisl vitae felis consectetur eleifend.
Duis libero est, accumsan mattis suscipit eu, tincidunt nec ipsum. Nulla
vulputate, nulla sit amet aliquamelementum, est justo scelerisque
justo, sed luctus arcu lectus fringilla massa. Maecenas tincidunt, odio
sed euismod elementum, elit nisl malesuada tortor, vitae tempor nunc
libero non sem. Suspendisse bibendum, est vel tempus luctus, nisl
diamcondimentumdui, vitae blandit purus nisi tempor metus. Cras
vehicula mollis mauris, vel consectetur nunc scelerisque in. Nulla
facilisi. Quisque quis odio eu dui fringilla egestas in vel mi. Mauris
sollicitudin pulvinar magna vel malesuada. Integer odio nulla,
venenatis eget condimentumvel, cursus in elit. Sed et mi enim. Donec
et diamest. Donec at neque purus. Tras vehicula, dui nec porta
imperdiet, purus dui iaculis magna, sed eleifend dui semnon lectus.
Nunc aliquamlacinia felis, quis mollis mauris suscipit sit amet.
Phasellus varius facilisis tristique. Aliquamerat volutpat. Maecenas
elementummalesuada euismod. Nunc sed augue massa, at lobortis
purus. Nunc dapibus nibh quis diamconsequat non vehicula sem
tincidunt.
06 05
29%
20,234 people
Dvulputate velit esse molestie
consequat, vel illumdolore eu
feugiat nulla facilisis at vero eros
et accumsan et iustoe
22% population
Namliber tempor cumsoluta
nobis eleifend option congue nihil
imper dieoming id quod mazim
placerat facer possim
Pellentesque varius, mi id tempus interdum, tellus enimmollis eros,
ac consequat dolor odio nec eros. Vivamus vel nulla non lorem
luctus tristique nec vel turpis. Aliquamid nibh quam, a commodo orci.
Nullamquis loremid ligula laoreet tincidunt. Curabitur vitae lacinia
libero. In aliquammalesuada semper. Ut adipiscing vulputate dolor
a molestie. Mauris elit justo, volutpat non pharetra non, vestibulumut
mauris. Nulla felis metus, posuere sed iaculis id, eleifend at lorem.
In mauris erat, blandit quis aliquet quis, semper in lacus. Nullamsit
amet enimfelis, ac placerat est. Fusce viverra vestibulumtellus a
laoreet. Nulla massa sapien, aliquet a porttitor eu, vulputate et dolor.
Nulla aliquamdolor a est tristique vel pulvinar odio pharetra.
Wonder
Sample spreads
Theseexamplesdemonstratehowtype,imagery,
color,andillustrationcanbecombinedtocreatea
distinctPfzerlookandfeel.
spread 1
Typographichierarchy(usingFSAlbert),dotted
illustrationonacolorbackground,andimagery
combineonthisspreadtotellacompletestory.
spread 2
Typographichierarchy(usingFSAlbert),PDotdisplay
type,andimagerycombineonthisspreadtotella
completestory.
spread 3
Typographichierarchy(usingFSAlbert)andimagery
combineonthisspreadtotellacompletestory.
spread 4
Typographichierarchy(usingFSAlbert)andimagery
combineonthisspreadtotellacompletestory.
Spread1
Spread3
Spread2
Spread4
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
General users communications Professionals design agencies
70 Version 1.2 December11,2009
Theseexamplesdemonstratethefexibilitythatis
possiblewhenusingthevariouselementsproperly.
slim jim 1
Typeandimagecombinetotellacompletestory.
slim jim 2
Usedottedillustrationtoenhanceastory.
slim jim 3
Typeandimagecombinetotellacompletestory.
Sample slim jims
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
Improving Access
to Good Medicine
Sed tincidunt diam in augue sagittis
molestie tempor neque vehicula. Vivamus
nec odio nulla, id luctus est. Phasellus
convallis commodo lacus, eget aliquam
quam ultrices a. Cras a augue mi, vitae
posuere dolor.
Improving Access
to Good Medicine
Care
Sed tincidunt diam in augue sagittis
molestie tempor neque vehicula. Vivamus
nec odio nulla, id luctus est. Phasellus
convallis commodo lacus, eget aliquam
quam ultrices a. Cras a augue mi, vitae
posuere dolor.
Improving Access
to Good Medicine
Slimjim1 Slimjim2 Slimjim3
General users communications Professionals design agencies
71 Version 1.2 December11,2009
Samplepostersdemonstratehowtheelements
cometogethertosupportandenhancethe
messaging.Theyalsoshowhowastorycanbe
energizedbyvaryingimagestylesandplacement
oftypeonthePfzergrid.
Poster 1
Typographichierarchy(usingFSAlbert),PDotdisplay
typeandimagerycombineonthisspreadtotella
completestory.
Poster 2
Typographichierarchy(usingFSAlbert),dotted
illustration,andimagerycombineonthisposter
totellacompletestory.
Sample posters
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / how to build a layout
Providing High-value Medicines
for People Around The World
Donec fermentumleo eu metus pharetra pharetra. Proin convallis
malesuada orci in rutrum. Sed mattis malesuada lacinia. Ut tempor
ante et leo iaculis ut lacinia eros pharetra. Sed turpis lorem, sagittis
vel fringilla a, tincidunt aliquet leo. Namegestas sollicitudin viverra.
Quisque sed augue non elit blandit tristique sit amet eu ligula.
Fusce non sapien sit amet eros euismod pharetra porta non velit.
Vivamus vitae sema risus aliquet feugiat vestibulumsit amet odio.
Sed fermentumconvallis vestibulum. Integer tempus, diamid
fringilla pretium, tellus urna vehicula lacus, sit amet viverra velit
enimeget metus. Fusce interdumligula eu risus pellentesque
eleifend. Integer sit amet semper sem. Pellentesque tincidunt nisi sit
amet eros tempor egestas. Mauris feugiat nunc quis odio tincidunt
nec hendrerit mi venenatis. Sed sit amet dictumtellus. Duis lacinia
dapibus quam, sed commodo ante cursus faucibus. Morbi aliquam
interdumligula, id dapibus eros condimentumeu. Cras dapibus
commodo malesuada.
Imagine
tomorrow
Donec fermentumleo eu metus pharetra pharetra. Proin convallis
malesuada orci in rutrum. Sed mattis malesuada lacinia. Ut tempor
ante et leo iaculis ut lacinia eros pharetra. Sed turpis lorem.
Poster1 Poster2
General users communications Professionals design agencies
72 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity
Applications
73 Version 1.2 December11,2009
Pfzer Branding Guidelines / Visual identity
OffceSystem
StationeryrefectsuponindividualsaswellasontheCorporation.
ItisparticularlycriticalthatstationeryprojectthedesiredPfzerimage.
Theapprovedlayoutsforvariousstationeryitemsareshowninthis
section.Specifcationscoverpaperstock,color,typography
andpositioningoftypographicelements.
74 Version 1.2 December11,2009
typography
name:FSAlbertBold8/10pts.
title:FSAlbertLight8/10pts.
division or Business unit:FSAlbertLight8/10pts.
address:FSAlbertLight7/9pts.
Phone & fax:FSAlbertLight7/9pts.
email:FSAlbertLight7/9pts.
Setalltextu&lc,fushleft,raggedright,
normaltracking
Usetwoletter,allcapitalabbreviationsforstates
color
Pfzer logo:PMSProcessBlue
text:Black
logo width
0.5or1.27cm
Printing method:
Offset
Paper
BrightWhite100lb
advanced professional degree designation
Advancedprofessionaldegreedesignationshould
beusedonlyforsituationsinwhichthereisastrong
businessreason.Onlyadvanceddegreesapproved
byPfzerHRsuchasM.D.,Ph.D.,PharmDorsimilar
shouldbeused.
General users communications Professionals design agencies
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / applications / offce system
Business card
3.5
.85
1.8
.2
.34
.65
.18
.375
Employee Name
Title Line 1
Division or Business Unit
Pzer Inc
235 East 42nd Street, New York, NY 10017-5755
Tel 212 733 0000 Fax 212 733 0000
Email rst.last@pzer.com
75 Version 1.2 December11,2009
format
No.10(9.5x4.125)
typography
Pfzer inc: FSAlbertBold10/11pts.
address: FSAlbertLight9/11pts.
Setalltextu&lc,fushleft,raggedright,
normaltracking
Usetwoletter,allcapitalabbreviationsforstates
color
Pfzer logo:PMSProcessBlue
text:Black
logo width:
0.75
Printing method
Offset
Paper
BrightWhite100lb
General users communications Professionals design agencies
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / applications / offce system
Corporate No. 10 Envelope
Pzer Inc
235 East 42nd Street
New York, NY 10017
9.5
.25
4.125
.25
.75
76 Version 1.2 December11,2009
format
8.5x11
typography
Pfzer inc: FSAlbertBold10/11pts.
address: FSAlbertLight9/11pts.
Web address:FSAlbertBold10pt.
Setalltextu&lc,fushleft,raggedright,
normaltracking
Usetwoletter,allcapitalabbreviationsforstates
color
Pfzer logo:PMSProcessBlue
text:Black
url:PMSProcessBlue
logo height:
0.5or1.27cm
Printing method:
Offset
Paper:
BrightWhite100lb
General users communications Professionals design agencies
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / applications / offce system
Letterhead
www.pzer.com
8.5
1.25
.35
10.65
1.5
1.5
.35
Pzer Inc
235 East 42nd Street
New York, NY 10017
77 Version 1.2 December11,2009
format
6x3
typography
Pfzer inc: FSAlbertBold10/11pts.
address: FSAlbertLight9/11pts.
Setalltextu&lc,fushleft,raggedright,
normaltracking
Usetwoletter,allcapitalabbreviationsforstates
color
Pfzer logo:PMSProcessBlue
text:Black
logo width:
0.75
Printing method:
Offset
Paper:
BrightWhite100lb
Mailing Label
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / applications / offce system
General users communications Professionals design agencies
Pzer Inc
235 East 42nd Street
New York, NY 10017
.25
.25
.75
6
3
78 Version 1.2 December11,2009
format
8.5x8.25
typography
employee name: FSAlbertBold10/11pts.
Pfzer inc: FSAlbertBold9/11pts.
division or Business unit: FSAlbertLight9/11pts.
Setalltextu&lc,fushleft,raggedright,
normaltracking
Usetwoletter,allcapitalabbreviationsforstates
color
Pfzer logo:PMSProcessBlue
text:Black
logo width:
0.75
Printing method:
Offset
Paper:
BrightWhite100lb
advanced professional degree designation
Advancedprofessionaldegreedesignationshould
beusedonlyforsituationsinwhichthereisastrong
businessreason.Onlyadvanceddegreesapproved
byPfzerHRsuchasM.D.,Ph.D.,PharmDorsimilar
shouldbeused.
Notepad
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / applications / offce system
General users communications Professionals design agencies
8.5
.25
8.25
1.125
Employee Name
Title Line 1
Title Line 2
Pzer Inc
Division or Business Unit
.25
79 Version 1.2 December11,2009
ThisisabasicPowerPointtemplatethancanbeused
bythefveDivisionsthatrepresentandmanagethe
keyoperatingareaswherePfzergeneratesbusiness
valueaswellasenablingFunctionsthatinclude
thepermanentdepartmentsandsub-departments
thatprovideguidance,support,andresourcesfor
DivisionsandBusinessUnitsthroughoutPfzer.
title option 1
Optionforpresentationtitleslide
title option 2
Optionforpresentationtitleslide
text slide
Powerpoint General users communications Professionals design agencies
Main Presentation Title
Second Line
Main Presentation Sub-Title
Sub Title Second Line
10/12/09
Division or Department Name
Title of Slide
Level One Information
Level Two Information
Level Three Information
Level Four Information
10/12/09
Division or Department Name
Division or Department Name
Main Presentation Title
Second Line
Main Presentation Sub-Title
Sub-Title Second Line
10/12/09
TitleOption1
TextSlide
TitleOption2
Pfzer Branding Guidelines / Visual identity / 1. the masterbrand / applications / offce system
80 Version 1.2 December11,2009
SizeRelationship
Placement
EnablingFunctions:donts
Applications
Pfzer Branding Guidelines / Visual identity
2.EnablingFunctions
81 Version 1.2 December11,2009
Enabling Functions
EnablingFunctionsareacorepartofthePfzerbrandandcanhelpbuild
Pfzersreputationandshouldnotbebranded.Thefollowingpages
showhowEnablingFunctionsshouldbeexpressedusingaconsistent
typographicalsystemthatlinkscloselywiththePfzermasterbrand.
Pfzer Branding Guidelines / Visual identity / 2. enabling functions
General users communications Professionals design agencies
82 Version 1.2 December11,2009
size relationship
Thenameoftheenablingfunctionshouldbe
expressedinFSAlbertallcapsblack.Thesizeofthe
fontis1/4oftheheightofthelogo.
This is not a lockup and is only an indication of size.
Size Relationship
Pfzer Branding Guidelines / Visual identity / 2. enabling functions
General users communications Professionals design agencies
83 Version 1.2 December11,2009
Placement
Thenameoftheenablingfunctioncanbeplacedon
theupperlefthandcornerorthelowerrighthand
cornerofapublication.
Placement
Pfzer Branding Guidelines / Visual identity / 2. enabling functions
Enabling Functions: Size Relationship
Master Brand
Enabling Function Name
Alternative Placement
Delit prat niam, quam, sequamc onsent iure veliqui psusci te eugiat. Ut vercipisl ut in volortin ea
augueri uscidunt at inisl ipisisl eu faccumdolore magniam, quatet ullam, coremilit vulla faccum
diamcoreet incidui piscil ut autpat. Xerostrud tismolobore conse tet niamnullupt atincilit wis ad
tatueraesto consed magnit lamcore dunt la ad dit il ing erilissit lore et dunt la feugait numzzriliq
uamet, commolor susto odigna commy nos niamcon sectet lorero et digna consecte dignismodio
ea faccummodipis nostrud essimvelit incilissed tiniat lore venimquisit esto dolorer ate et et, sit,
quis alisimzzrit laore tatis nimvendreet loborpero odolumquisci bla faccummoluptate commod
dolorpero cortinibh et nimdelissi bla accummy nit nullutatumnonulpute dolobor tisisl dolortio
dolessequis dionsecte molor se del dolut at dipsumsan hendignibh euisi.
Applying High Science
to Difcult Problems
X
1/4X
General users communications Professionals design agencies
Enabling Functions: Size Relationship
Master Brand
Enabling Function Name
Alternative Placement
Delit prat niam, quam, sequamc onsent iure veliqui psusci te eugiat. Ut vercipisl ut in volortin ea
augueri uscidunt at inisl ipisisl eu faccumdolore magniam, quatet ullam, coremilit vulla faccum
diamcoreet incidui piscil ut autpat. Xerostrud tismolobore conse tet niamnullupt atincilit wis ad
tatueraesto consed magnit lamcore dunt la ad dit il ing erilissit lore et dunt la feugait numzzriliq
uamet, commolor susto odigna commy nos niamcon sectet lorero et digna consecte dignismodio
ea faccummodipis nostrud essimvelit incilissed tiniat lore venimquisit esto dolorer ate et et, sit,
quis alisimzzrit laore tatis nimvendreet loborpero odolumquisci bla faccummoluptate commod
dolorpero cortinibh et nimdelissi bla accummy nit nullutatumnonulpute dolobor tisisl dolortio
dolessequis dionsecte molor se del dolut at dipsumsan hendignibh euisi.
Applying High Science
to Difcult Problems
X
1/4X
84 Version 1.2 December11,2009
Enabling Functions: donts
Pfzer Branding Guidelines / Visual identity / 2. enabling functions
General users communications Professionals design agencies
DONOTlockupwithlogo.
DONOTcreatespeciallogos.
DONOTuseasaBusinessUnitsignature.
DONOTadddropshadowsorothereffects.
DONOTuseinupperandlowercase. DONOTuseincolor.
85 Version 1.2 December11,2009
Applying
High Science
to Difcult
Problems
Care
Applying High Science
to Difcult Problems
Loremipsumsumamet.
Applying
High Science
to Difcult
Problems
cover 1
Enablingfunctionnameinblacktype.
cover 2
Enablingfunctionnameinalternativeplacement.
cover 3
Enablingfunctionnameinknockouttext.
Applications
Pfzer Branding Guidelines / Visual identity / 2. enabling functions
Cover1 Cover2 Cover3
General users communications Professionals design agencies
86 Version 1.2 December11,2009
SizeRelationship
Placement
Divisions:donts
Applications
Pfzer Branding Guidelines / Visual identity
3.Divisions
87 Version 1.2 December11,2009
Divisions
Divisionsarecentralizedcorporatefunctionsandindicatorsofthe
organizationalstructure,andshouldonlyusethePfzervisualidentity
system.ThefollowingpagesshowhowDivisionsshouldbeexpressed
usingaconsistenttypographicalsystemthatalignscloselywiththe
Pfzermasterbrand.
Pfzer Branding Guidelines / Visual identity / 3. divisions
General users communications Professionals design agencies
88 Version 1.2 December11,2009
size relationship
Thenameofthedvisionshouldbeexpressedin
FSAlbertTitleCasePfzerblue.Thesizeofthefontis
1/3oftheheightofthelogo.
This is not a lockup and is only an indication of size.
Size Relationship
Pfzer Branding Guidelines / Visual identity / 3. divisions
1/3X
General users communications Professionals design agencies
89 Version 1.2 December11,2009
Placement
Thenameofthedivisioncanbeplacedonthe
upperlefthandcornerorthelowerrighthand
cornerofapublication.
Placement
Pfzer Branding Guidelines / Visual identity / 3. divisions
Master Brand
Division Name
Alternative Placement
Delit prat niam, quam, sequamc onsent iure veliqui psusci te eugiat. Ut vercipisl ut in volortin ea
augueri uscidunt at inisl ipisisl eu faccumdolore magniam, quatet ullam, coremilit vulla faccum
diamcoreet incidui piscil ut autpat. Xerostrud tismolobore conse tet niamnullupt atincilit wis ad
tatueraesto consed magnit lamcore dunt la ad dit il ing erilissit lore et dunt la feugait numzzriliq
uamet, commolor susto odigna commy nos niamcon sectet lorero et digna consecte dignismodio
ea faccummodipis nostrud essimvelit incilissed tiniat lore venimquisit esto dolorer ate et et, sit,
quis alisimzzrit laore tatis nimvendreet loborpero odolumquisci bla faccummoluptate commod
dolorpero cortinibh et nimdelissi bla accummy nit nullutatumnonulpute dolobor tisisl dolortio
dolessequis dionsecte molor se del dolut at dipsumsan hendignibh euisi.
Applying High Science
to Difcult Problems
General users communications Professionals design agencies
Master Brand
Division Name
Alternative Placement
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augueri uscidunt at inisl ipisisl eu faccumdolore magniam, quatet ullam, coremilit vulla faccum
diamcoreet incidui piscil ut autpat. Xerostrud tismolobore conse tet niamnullupt atincilit wis ad
tatueraesto consed magnit lamcore dunt la ad dit il ing erilissit lore et dunt la feugait numzzriliq
uamet, commolor susto odigna commy nos niamcon sectet lorero et digna consecte dignismodio
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quis alisimzzrit laore tatis nimvendreet loborpero odolumquisci bla faccummoluptate commod
dolorpero cortinibh et nimdelissi bla accummy nit nullutatumnonulpute dolobor tisisl dolortio
dolessequis dionsecte molor se del dolut at dipsumsan hendignibh euisi.
Applying High Science
to Difcult Problems
90 Version 1.2 December11,2009
Division Name
Divisions: donts
Pfzer Branding Guidelines / Visual identity / 3. divisions
General users communications Professionals design agencies
DONOTlockupwithlogo.
DONOTcreatespeciallogos.
DONOTuseasaBusinessUnitsignature.
DONOTadddropshadowsorothereffects.
DONOTuseinalluppercase DONOTuseinanycolorbutblueorknockout.
91 Version 1.2 December11,2009
Applying
High Science
to Difcult
Problems
Care
Applying High Science
to Difcult Problems
Loremipsumsumamet.
Applying
High Science
to Difcult
Problems
cover 1
Divisionnameinbluetype.
cover 2
Divisionnameinalternativeplacement.
cover 3
Divisionnameinknockouttext.
Applications
Pfzer Branding Guidelines / Visual identity / 3. divisions
Cover1 Cover2 Cover3
General users communications Professionals design agencies
92 Version 1.2 December11,2009
DecisionTree
SolutionOverview
Corporate-wideExternalColorOptions
InternalCorporateWideSizeRelationship
ExternalCorporateWideSizeRelationship
Pfzer Branding Guidelines / Visual identity
4.PfzerPrograms&Initiatives
93 Version 1.2 December11,2009
Pfzer Programs & Initiatives
OverarchingProgramsandInitiativesshouldhaveaconsistentlook
andfeel,andhelpdemonstratePfzersleadershipinhealthcare.The
followingpagesshowhowProgramsandInitiativesshouldbeexpressed
usingaconsistenttypographicalsystemthatlinkscloselywiththe
PfzermasterbrandandensuresPfzerisreceivingcreditforthe
contributionsthatdifferentprogramsandinitiativesacrossthe
organizationaremakingtothemanyfacetsofhealthcare.
Pfzer Branding Guidelines / Visual identity / 4. Pfzer Programs & initiatives
General users communications Professionals design agencies
94 Version 1.2 December11,2009
decision tree
Adecisiontreeisausefultooltoguideustothe
correctsolutionforexpressingaprogramorinitative.
Programsandinitiativescanfallintotwobasic
categories,InternalandExternalandthetree
canleadfromthatpointonbyhelpingtomake
aninformed,objectivebusinessdecision.Each
intersectionleadstoeitheranewquestionora
paththatinturnleadstothesolution.
Decision Tree
Pfzer Branding Guidelines / Visual identity / 4. Pfzer Programs & initiatives
Corporate-wide/
Division-wide
Internal
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
External
Questions
Solutions
Are there outside
partners involved
that play a more
dominant role?
Are there any
negative political
implications of
going to market
as Pzer?
Must be exible based on
partner relationship
Independent Identity
Must be exible based on
partner relationship
Independent Identity
Corporate-wide Internal Main Program
(Option A)
Corporate-wide Internal Sub-program
(Option B)
Corporate-wide External Sub-program
(Option B)
Corporate-wide External Main Program
(Option A)
Sub-program? (Part
of a larger program
or initiative)
Internal or
External?
General users communications Professionals design agencies
95 Version 1.2 December11,2009
Solution Overview
Pfzer Branding Guidelines / Visual identity / 4. Pfzer Programs & initiatives
Corporate-wide Internal
Option A
Ext. Corp-wide Program
Corporate-wide External
Program
Name
A Program
Program
Name
A Program
Applying
High Science
to Difcult
Problems
Option A
Int. Corp-wide Program
Applying
High Science
to Difcult
Problems
PROGRAM NAME
PROGRAM NAME
Option B
Int. Corp-wide Sub-program
PROGRAM NAME
Applying
High Science
to Difcult
Problems
Sub-program
Sub-program
Option B
Ext. Corp-wide Sub-program
Program
Name
A Program
Program
Name
A Program
Applying
High Science
to Difcult
Problems
Sub-program
Sub-program
PROGRAM NAME
General users communications Professionals design agencies
96 Version 1.2 December11,2009
TheProgramNamecanbeusedinanycolorinthe
Pfzerpalette.
Corporate-wide External Color Options
Pfzer Branding Guidelines / Visual identity / 4. Pfzer Programs & initiatives
A Program A Program A Program
A Program A Program A Program
A Program A Program A Program

Program
Name
Program
Name
Program
Name

Program
Name
Program
Name
Program
Name

Program
Name
Program
Name
Program
Name
General users communications Professionals design agencies
97 Version 1.2 December11,2009
size relationship
Thenameoftheprogramorinitiativeshouldbe
expressedinFSAlbertallcapsPfzerblue.Thesizeof
thefontis1/4oftheheightofthelogo.
This is not a lockup and is only an indication of size.
Internal Corporate Wide Size Relationship
Pfzer Branding Guidelines / Visual identity / 4. Pfzer Programs & initiatives
General users communications Professionals design agencies
98 Version 1.2 December11,2009
size relationship
Thenameoftheprogramorinitiativeshouldbe
expressedinupperandlowercaseFSAlbertBold.
ThedesignationAPfzerProgramshouldbeplaced
underneathinFSAlbertBoldItalicPfzerblueand
accordingtothesizerelationshipshown.
External Corporate Wide Size Relationship
Pfzer Branding Guidelines / Visual identity / 4. Pfzer Programs & initiatives
Program
Name
A Program
General users communications Professionals design agencies