38 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual i dentity / 1. the masterbrand / imagery Imagery: subject matter and style style • Natural lighting (no extensive photo-retouching) • Bright tonal range • Clear/Sharp focus on subject matter • Clean, simple areas of “white space” subject matter • Real life (not staged, posed, or fictional) • Optimistic and warm (or neutral) • Singular concept/subject per image • Advancing progress/positive change General users c ommunications Professionals design agencies