59 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual i dentity / 1. the masterbrand / how to build a layout Who should use it? It’s helpful for all users to understand the information in this section; however, it will be primarily used by communications professionals and creative agencies. There are three main groups who will use these guidelines, so be sure to determine which group you belong to based on the following: 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. General users c ommunications Professionals design agencies