25 Version 1.2 December 11, 2009 Logo don’ts Pfizer Branding Guidelines / Visual i dentity / section 1: the masterbrand / the Pfizer logo Ensure that our logo is clearly recognizable by using it properly, and do not alter it in any circumstances. Consider the logo version and the background it is placed on to provide the best legibility. The examples show various uses to avoid. DO NOT change the logo’s color. DO NOT use the preferred logo on a dark background. DO NOT use the logo in a holding box or other shape. DO NOT change the logo’s proportion. DO NOT add drop shadows or other effects to the logo. DO NOT outline the logo. DO NOT apply color or knock out the letterforms inside the logo. DO NOT crop the logo. DO NOT rotate the logo. DO NOT lock up product identifiers or product descriptions with the logo. DO NOT place the logo on a complicated background or a background that reduces its legibility. DO NOT remove the Pfizer wordmark from the oval. General users c ommunications Professionals design agencies