5 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / how to use this document User groups There are three main groups of users who will use these guidelines. Based upon the following criteria, determine to which group you belong. Then observe those rules that apply: General users General users make use of predesigned templates; however, for those interested, the information included here is an excellent aid to understanding the principles at work in Pfizer communications pieces. c ommunications professionals Communications professionals work within Pfizer to develop communication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand. design agencies Design agencies partner with Pfizer via a structured creative process to develop materials. Agencies provide expert design application skills, strategic advice, and broad conceptual abilities. They will find this information to be an excellent starting point for the development process. Gener al Users C ommunic ations P r of essionals Design Agencies Refer to the upper right hand corner of the page for your group designation. General users c ommunications Professionals design agencies