50 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / Visual i dentity / 1. the masterbrand / t ypography Display typeface don’ts DO NOT use the display font in a multi-line headline. DO NOT distort the display font. DO NOT use the display font in body copy. DO NOT use the display font on a busy background. DO NOT color the display font. Always use it as a knockout to white. DO NOT crop the display font. Donec euismod nisi sed urna sagittis ultricies Discovery Integer non neque sem. Quisque pretium sodales nulla, vitae aliquet lorem accumsan sed. Phasellus libero nisi, ornare sed faucibus vel, luctus id eros. eleifend commodo. Praesent venenatis lorem vel lectus pharetra tempor. Nulla viverra dapibus. Discovery Discovery DO NOT use the diaplay font in all caps. DISCOVERY General users c ommunications Professionals design agencies