4 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / how to use this document How to use this document 1. understand our goals The strategy and messaging section provides key information regarding the strategy, messaging, and architecture that organize and drive us as a company. 2. learn our visual tools The visual identity section starts with our masterbrand and then extends into the remaining parts of our brand architecture. Everyone should understand the overarching visual system as well as the specific part that applies to your division, business unit, program, etc. 3. i dentify what is needed The visual tools and applications in these guidelines are designed for a range of user types. First, select the application you are creating and then identify the corresponding user level that is required for that application type. The user groups are outlined on the next page. General users c ommunications Professionals design agencies