Pfizer Branding Guidelines 2 Version 1.2 December 11, 2009 Why a stron G B rand is im P ortant h o W to use this document User groups Brand mana G ement s trate G y and messa G in G o ur P ath for W ard – t he next ste P Our Purpose Our Mission Our Commitments Our Strategies Our Values Brand architecture What is brand architecture? Masterbrand strategy The Pfizer brand architecture The Pfizer brand architecture structure Visual identity 1. t he master B rand Who should use it? the Pfizer logo Logo colors: preferred Logo colors: alternate Logo formats: on-screen Logo: clear space Logo: scaling and minimum size Logo: on backgrounds Logo don’ts Logo overview the Pfizer logo-themeline Lock-up configurations Lock-up color versions Clear space Scaling and minimum size Pfizer logo-themeline overview the Pfizer colors Use of tints for information graphics Color principle 1: use colors sparingly Color principle 2: use colors purposefully Color principle 3: use colors for pacing imagery Subject matter and style Depth of field Cropping Overview Don’ts the Pfizer dotted illustration style Pfizer dotted illustration rules Pfizer dotted illustration don’ts Selecting the appropriate dotted illustration Creating additional dotted illustrations t ypography The Pfizer primary typeface Display typeface Display typeface don’ts System typeface Grids Build your grid: step 1 Build your grid: step 2 Build your grid: step 3 Sample vertical grid format Sample vertical grid format small Sample horizontal grid format how to build a layout Who should use it? Setting up the grid Setting up the workspace Placing the typography Setting type in your layout Placing the imagery Placing the PDot typeface Placing the dotted illustration Combining typography, imagery, and illustration Sample brochure covers Sample spreads Sample slim jims Sample posters applications Office system Business card Envelope Letterhead Mailing Labels Notepad Powerpoint 2. e na B lin G functions enabling f unctions Size Relationship Placement Enabling Functions: don’ts Applications 3. d i V isions divisions Size Relationship Placement Enabling Functions: don’ts Applications 4. P fizer P ro G rams & initiati V es Pfizer Programs & initiatives Decision Tree Solution Overview Corporate-wide External Color Options Internal Corporate Wide Size Relationship External Corporate Wide Size Relationship Table of contents 3 4 5 6 7 8 9 9 9 9 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98