18 Version 1.2 December 11, 2009 The Pfizer logo Pfizer Branding Guidelines / Visual i dentity / section 1: the masterbrand The Pfizer logo is the primary symbol of our corporation. It unifies us across businesses and geographies, and signals to the market who we are and what we stand for. Our logo has recently evolved to tell a more complete story. The “Pfizer oval” was introduced in 1991. Over time, we built a great deal of equity in that logo, and it is widely recognized around the world. But today, Pfizer is a different company. We’ve changed through global growth, numerous acquisitions, entry into new therapeutic areas, and development of life-changing medicines. Our new logo keeps much of our existing equity, but asks people to take a fresh look at Pfizer because we are not the same company we were in 1991. The refreshed Pfizer logo is still blue, but we have brightened the color and added a gradient to signal Pfizer’s optimism and warmth. The typeface is still italic, but we have adopted a more contemporary type where the letters are rounder and friendlier. We are more accessible and less formal. Finally, the logo still uses an oval as a basic shape, but it is tilted slightly upwards, signaling positive change and forward momentum. General users c ommunications Professionals design agencies