Pfizer Corporate Brand Standards

Header

Pfizer Corporate Brand Standards

Version 1.8
August 2015

Version 1.8 August 2015 Copyright ©2015 Pfizer. All rights reserved.
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Pfizer Corporate Brand Standards

Table of contents

WHY A STRONG BRAND IS IMPORTANT 3 Pfizer logo-tagline 29 Systems 63 PFIZER MESSAGING STANDARDS 95
Pfizer logo-tagline: lockup configurations 30 Office system 64 What is brand voice? 96
HOW TO USE THIS DOCUMENT 4 Pfizer logo-tagline: lockup color versions 31 Business card 65 The importance of defining a brand voice 97
User groups 5 Pfizer logo-tagline: clear space 32 Corporate No. 10 envelope 66 What is the Pfizer brand voice? 98
Pfizer logo-tagline: scaling and minimum size 33 Corporate letterhead 67 How should the Pfizer brand voice be used? 99
BRAND MANAGEMENT 6 Pfizer logo-tagline: overview 34 Personalized monarch letterhead 68 Definitions and evaluation criteria 100
Mailing label 69 Our brand voice in detail 101
BRAND STRATEGY 7 Pfizer colors 35 Notepad 70 Pfizer boilerplate: before and after 102
OUR PURPOSE, IMPERATIVES 8 Use of tints for information graphics 36 A4 letterhead 71 Pfizer boilerplate: breakdown 103
AND VALUES Color principle 1: use colors sparingly 37 A4 personalized letterhead 72 Sales-force introduction: before and after 104
Our Purpose 9 Color principle 2: use colors purposefully 38 PowerPoint 73 Sales-force introduction: breakdown 105
Our Imperatives 9 Color principle 3: use colors for pacing 39 e-Mail Signature 74 DTC advertisement: before and after 106
What We Stand For: Our Values 9 DTC advertisement: breakdown 107
DIVISIONS AND 75 Corporate ad: before and after 108
Pfizer photo style
ENABLING FUNCTIONS Corporate ad: breakdown 109
BRAND ARCHITECTURE 10 Subject matter and style 40
What is brand architecture? 11 Photos: depth of field 41 Signature standards 77
Masterbrand strategy 12 Photos: cropping 42 Incorrect uses 78 PFIZER SIGN STANDARDS 110
The Pfizer brand architecture 13 Photos: overview 43 The Pfizer Signage primary typeface 111
The Pfizer brand architecture structure 14 Photos: don’ts 44 PROGRAMS, INITIATIVES, AND EVENTS 79 Illuminated Wall Signs 112
Signature elements toolkit 81 Non-Illuminated Wall Signs 113
Signature examples 82 Horizontal Monument Size Relationship 114
CORPORATE BRAND STYLE 15 Pfizer Dot Illustrations 45
Incorrect uses 83 Illuminated Horizontal Low Monument 115
THE MASTERBRAND 16 Pfizer Dot Illustrations: rules 46
Illuminated Horizontal Monument 118
Pfizer Dot Illustrations: don’ts 47
84 Vertical Monument Size Relationship 121
Pfizer logo 17 Selecting the appropriate Dot Illustrations 48 INTERACTIVE DESIGN STANDARDS
86 Illuminated Vertical Monument 122
Logo colors: preferred 18 Creating additional Dot Illustrations 49 Page layout
87 Non-Illuminated Directional 123
Logo colors: alternate 19 Colors and tints
88 Non-Illuminated Wall Sign 124
Logo formats: on-screen 20 Pfizer fonts Navigation
89 Video Conference Wall Signs 125
Logo: clear space 21 The Pfizer primary font 50 Navigation style
90 Door & Window Vinyl 126
Logo: scaling and minimum size 22 Display font 51 Transitions
Logo: on backgrounds 23 Display font: don’ts 52 Transitions: don’ts 91
Logo don’ts 24 System font 53
Logo overview 25 Icon development for mobile apps and webs 92
How to build a layout 54 Icon standards 93
Pfizer logo endorsement and sponsorships 26 Placing the photos 55 Incorrect Uses 94
Pfizer logo endorsement and sponsorships: 27 Placing the PDot font 56
lockup Placing the Dot Illustrations 57
Pfizer logo endorsement and sponsorships: 28 Combining fonts, photos, 58
how-to and Dot Illustrations
Sample brochure covers 59
Sample spreads 60
Sample slim jims 61
Sample posters 62

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Pfizer Corporate Brand Standards

Why a strong brand is important

Pfizer is driven by a clear purpose: Working together for a healthier
world. Living our Purpose means that across the Pfizer organization,
we are unified in our approach and collaborative in our efforts
to make a difference in the lives of the people we touch. This effort
applies to everything we do — from our scientific methodology,
to our manufacturing processes, to the tone, look, and feel of
our communications.

This document was developed to help us work together to build

consistent, branded communications that collectively build Pfizer’s
reputation in the communities we serve. Using these standards will
enable us to create materials that speak to specific audiences while
maintaining one, unified voice.

Together, we can contribute to Pfizer’s reputation as a leader in global

health and well-being.

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Pfizer Corporate Brand Standards / How to use this document

How to use this document General Users Communications Professionals Design Agencies

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 corporate brand style 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. Identify what is needed

The visual tools and applications in these standards 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.

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Pfizer Corporate Brand Standards / How to use this document

User groups General Users Communications Professionals Design Agencies

There are three main groups of users who will use these standards.
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.

Communications 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 General Users Communications Professionals Design Agencies
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.

Refer to the upper right hand corner of

the page for your group designation.

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Pfizer Corporate Brand Standards

Brand management
Who to ask:
Niccole Gingras
Manager, Enterprise Communications
Corporate Affairs
235 East 42nd Street
New York, NY 10017
212.733.4802

For guidance, contact the Corporate Brand Identity Group:

[email protected]

Where to find resources:

id.pfizer.com

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Pfizer Corporate Brand Standards

Brand Strategy
Our Purpose, Imperatives, and Values
Brand Architecture

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Pfizer Corporate Brand Standards / Brand Strategy

Our Purpose, Imperatives and Values

At Pfizer, we apply science and our global resources to improve health and
well-being at every stage of life. We strive to set the standard for quality,
safety, and value in the discovery, development, and manufacturing
of medicines for people and animals. Our diversified global health
care portfolio includes human and animal biologic and small molecule
medicines and vaccines, as well as nutritional products and many of the
world’s best-known consumer products. Every day, Pfizer colleagues work
across developed and emerging markets to advance wellness, prevention,
treatments, and cures that challenge the most feared diseases of our time.

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Pfizer Corporate Brand Standards / Brand Strategy

Our Imperatives General Users Communications Professionals Design Agencies

Our Purpose Our Imperatives What We Stand For: Our Values

The definitive statement about the difference we As a leader among biopharmaceutical businesses, Our values represent our core beliefs. They inform
are trying to make in the world: our purpose is clearly stated: apply innovative our decisions and guide our actions every day. They
science to improve health and well-being. Success describe the type of company we want to be, and
Working together for a healthier world™ here is crucial, first and foremost to patients we should demonstrate them in everything we do.
awaiting new treatments, but also to those who These are Pfizer’s enduring values:
It is the reason we exist and why we come to work invest in us and work with us.
each day. We are in the noble business of bringing • Customer focus
better health care to more people around the world. We are focusing on four overarching priorities—we
• Community
call them “imperatives”—to enable us to position
Pfizer for success and differentiate the company • Respect for people
from our competitors.
• Performance
• Improve the Performance of Our Innovative Core
• Collaboration
We are focused on accelerating productivity in our • Leadership
research and development effort to bring forward
• Integrity
new, high value, distinctive medicines and vaccines
to help people live longer, healthier lives. • Quality
• Maximize Capital Allocation to Create Value for • Innovation
Shareholders

We are investing our resources in ways that we

believe will create the greatest long-term returns for
our shareholders.
• Doing the Right Things, Every Day, Everywhere
We Do Business

Generating breakthrough medicines, expanding

access, holding ourselves to the highest standards
and doing what we say we will do—this is how we
earn society’s respect.
• Creating an Ownership Culture

We are creating a culture where our colleagues are

seizing opportunities to make an impact, taking
increased accountability, and acting with an
ownership mentality.

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Pfizer Corporate Brand Standards / Brand Strategy

Brand architecture
What is brand architecture?
Masterbrand strategy
The Pfizer brand architecture
The Pfizer brand architecture structure

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Pfizer Corporate Brand Standards / Brand Strategy / Brand architecture

What is brand architecture? General Users Communications Professionals Design Agencies

Brand architecture helps define an organization by rationalizing how

businesses and products are communicated—it is not an organizational
strategy. An architecture strategy is essential in communicating our
breadth and depth of offerings, as well as clarifying the relationship
between various entities. It defines the relationships of tangible assets:

• Trademarks
• Names
• Graphic identities
• Taglines

The benefits of a defined brand architecture

The Pfizer architecture should:

• Create clarity
• Drive long-term shareholder value
• Establish Pfizer as a leader in health care
• Generate cost savings
• Support market-focused branding
• Reinforce the vision of “One Pfizer”

It should help customers find exactly what they are looking for.
Through a clear set of rules and an accompanying signature system,
we can protect and promote the equity of the Pfizer identity.

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Pfizer Corporate Brand Standards / Brand Strategy / Brand architecture

Masterbrand strategy General Users Communications Professionals Design Agencies

Pfizer enforces a masterbrand strategy to build the Pfizer brand. Therefore, all elements need to work together to enhance the value of
the Pfizer masterbrand. This strategy will benefit the organization overall
The chart illustrates the cyclical nature of the pharmaceutical as the brand value will extend to all supported elements in the long run.
business and that, over time, the only constant is the Pfizer brand.
The following pages explain the relationships among the entities within
Product brands have significant life spans, but eventually their Pfizer. Functions, Divisions, programs, and products all help tell the Pfizer
patents expire, and the Pfizer brand helps to take the product forward. story and have clearly defined relationships to the Pfizer brand. As a
The Pfizer brand carries more weight from the beginning for nonbranded result, Pfizer receives credit for the contributions these groups are making
generics. Divisions and Business Units or Segments might have a long life to building health care around the world.
cycle, but they also retire as the marketplace changes.

Pfizer Masterbrand

Divisions
Brand Equity

Business Units or Segments

Products

Time

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Pfizer Corporate Brand Standards / Brand Strategy / Brand architecture

The Pfizer brand architecture General Users Communications Professionals Design Agencies

Pfizer’s functions, Divisions, programs, and products form five

layers that serve as the foundation of the architecture system.
1 Pfizer Masterbrand
A masterbrand strategy requires that a single brand—Pfizer—play
an important role in all five layers. Entities must link to the Pfizer
masterbrand by communicating within a standard visual and
signature system.
2 Business Segments
Entities toward the top of this structure are centralized corporate
functions and indicators of the organizational structure, and should
only use the Pfizer corporate brand style system. Their names are not
locked up with the Pfizer logo. 3 Business Units
Entities closer to the bottom require more flexibility to communicate
with specific audience groups. These entities have more flexibility with
the visual system, and use the Pfizer logo somewhere on the page.
4 Divisions and Enabling Functions

5 Programs, Initiatives, and Events

6 Products and Product Marketing

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Pfizer Corporate Brand Standards / Brand Strategy / Brand architecture

The Pfizer brand architecture structure General Users Communications Professionals Design Agencies

1 Pfizer Masterbrand The masterbrand establishes Pfizer as the corporate umbrella under
which all Business Units or Segments, Divisions, Enabling Functions,
Programs, Initiatives, and Events are communicated. The Pfizer logo
is the primary representation of the masterbrand.

2 Business Segments Business Segments help recognize the 3 major operating

segments of the organization. A distinctive look and feel has
been developed for these three segments with a stronger look
and feel given their weight in the organization and proximity
to the master brand.

3 Business Units Business Units identify Pfizer’s commercial operating

structure. Business Unit signatures are treated in a distinctive
visual manner and are locked up to the Pfizer masterbrand
logo. Business Unit signatures are used on all Business Unit
communications.

4 Divisions and Enabling Functions Divisions and Enabling Functions are centralized corporate functions and
indicators of the organizational structure. These signatures are treated in a
distinctive and consistent visual manner.
DIVISION NAME ENABLING FUNCTION

5 Programs, Initiatives, and Events Pfizer Program, Initiative, and Event signatures celebrate and promote
work that Pfizer is doing around the globe. These entities have a special
relationship with the Pfizer brand and may require a unique signature.
ProgramName

6 Products and Product Marketing Products are the revenue drivers of the organization and have the most vis-
ible presence in the marketplace.

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Pfizer Corporate Brand Standards

Corporate brand style

The masterbrand
Divisions and Enabling Functions
Programs, Initiatives, and Events

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Pfizer Corporate Brand Standards / Corporate brand style

The masterbrand
Who should use it?
Pfizer logo
Pfizer logo endorsement and sponsorships
Pfizer logo-tagline
Pfizer colors
Pfizer photo style
Pfizer Dot Illustrations
Pfizer fonts
Grids
How to build a layout
Systems

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand

Pfizer logo General Users Communications Professionals Design Agencies

The Pfizer logo is the primary symbol of our corporation. It unifies us The refreshed Pfizer logo is still blue, but we have brightened the color
across businesses and geographies, and signals to the market who we and added a gradient to signal Pfizer’s optimism and warmth.
are and what we stand for.
The font is still italic, but we have adopted a more contemporary font
Our logo has recently evolved to tell a more complete story. The where the letters are rounder and friendlier. We are more accessible and
“Pfizer oval” was introduced in 1991. Over time, we built a great deal less formal.
of equity in that logo, and it is widely recognized around the world.
But today, Pfizer is a different company. We’ve changed through global Finally, the logo still uses an oval as a basic shape, but it is tilted slightly
growth, numerous acquisitions, entry into new therapeutic areas, and upwards, signaling positive change and forward momentum.
development of life-changing medicines. Our new logo keeps much of
our existing equity, but asks people to take a fresh look at Pfizer
because we are not the same company we were in 1991.

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo

Logo colors: preferred General Users Communications Professionals Design Agencies

Preferred logos
We have seven (7) logo versions, so be sure to use
the proper logo for the right application.

Use the 2-color positive logo whenever possible. Use

the preferred CMYK positive logo when only CMYK
printing is available.

These versions of the logo are provided as scalable

vector artwork (EPS).

EPS format allows high-quality print reproduction.

EPS files can be scaled to any size without sacrificing
image quality. You may use these files in page
layout and graphics programs for print projects.
Additionally, EPS format files may also be used to
create files in any of the other image formats at
exactly the sizes required.

Please note that the letters of the logo are

2-color (positive) CMYK (positive)
transparent. They should reveal the background on
Use this version for premium print applications. Use this version when only CMYK printing is available.
which the logo is placed while maintaining legibility.
The 2-color (positive) logo consists of Cyan and
PMS Reflex Blue.

Please note: The 2-color file is built with overprinting

gradients. It is recommended to use the AI file in
Adobe® Creative Suite® version 3 and later for the
best appearance on-screen, in composite printing
and in PDF files. Using the EPS file and/or other
software may cause the logo to appear incorrect,
although the logo will color separate correctly.

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Logo colors: alternate General Users Communications Professionals Design Agencies

1-color alternate logos

Use these logos when 2-color and CMYK logos
cannot be used. They are designed to provide
legibility for specific application types.

These versions of the logo are provided as scalable

vector artwork (EPS).

EPS format allows high-quality print reproduction.

EPS files can be scaled to any size without sacrificing
image quality. You may use these files in page
layout and graphics programs for print projects.
Additionally, EPS format files may also be used to
create files in any of the other image formats at
exactly the sizes required.

Please note that the letters of the logo are

transparent. They should reveal the background on
which the logo is placed while maintaining legibility. 1-color Blue White
Use this version when the application requires a Use this version when the application requires a
1-color or simplified mark (e.g., stationery, premium simplified mark in white and the background is too
items, small sizes, silkscreen, etc.). The logo prints in dark to allow use of the preferred mark or the 1-color
PMS Process Blue. alternate version (e.g., reverse applications, premium
items, small sizes, silkscreen, etc.).

Black
Use this version when the application requires a
simplified mark in black (e.g., fax sheet, premium
items, small sizes, silkscreen, etc.).

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo

Logo formats: on-screen General Users Communications Professionals Design Agencies

On-screen logos
These versions are used for all desktop and
on-screen applications.

RGB logo files are provided in JPG and PNG file

formats in 2" sizes. These versions are also provided
as scalable vector artwork (EPS). Additionally,
EPS format files may also be used to create files
in any of the other image formats at exactly the
sizes required.

Use JPG format logos for PowerPoint® presentations,

Microsoft® Word® documents, and other office
applications. You may use JPG files for printing
on low-resolution printers such as laser or ink-jet
printers. JPG format logos are never used for high-
resolution printing, and they are never scaled to
larger sizes.
RGB (positive) RGB (reverse)
Use PNG format logos for higher-quality laser print This is the preferred version for internet, video, TV, Use this version when the application requires a
reproduction (Microsoft® Word® and PowerPoint®), email signatures, Microsoft applications, etc. simplified mark in white and the background is too
screen and web applications where a higher- dark to allow use of the preferred mark.
quality logo may be needed. They can be scaled
down in size, but they are never scaled to larger
sizes. Additionally, use PNG files when transparent
backgrounds are required, such as websites and
when placing the logo on a background that is
not white.

Please note that the letters of the logo are

transparent in EPS and PNG files. They should reveal
the background on which the logo is placed while
maintaining legibility.

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo

Logo: clear space General Users Communications Professionals Design Agencies

Always surround the Pfizer logo with the amount of

clear space shown to ensure that the logo is easily
identifiable as well as visible and legible wherever
it appears.

Clear space is the minimum “breathing room”

maintained around our logo. It also defines the
minimum distance between the logo and the edge
of a printed piece. The clear space around our logo
is equal to the height of the Pfizer logo. Do not
position any text, graphic elements, or other visual
marks inside the recommended clear space.

Please note that this distance may sometimes

be adjusted for select online or exterior signage
applications where space is limited.

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo

Logo: scaling and minimum size General Users Communications Professionals Design Agencies

Scaling the Pfizer logo

EPS logo files may be scaled to any size necessary
for the application, as long as the minimum size
requirements are met. For most applications, the
logo will be sized at heights of less than 1".

Minimum size
Minimum size refers to the smallest allowable logo
size. The logo is available in one size that can be
scaled down to a minimum size of 0.3125" high
for the preferred logo. The 1-color alternate logos
can be scaled down to a minimum size of 0.1875"
high. Always maintain the logo’s aspect ratio
when scaling.

0.3125" 0.1875"

Preferred logo minimum size 1-color logo minimum size

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Logo: on backgrounds General Users Communications Professionals Design Agencies

On backgrounds
Place the logo on backgrounds that provide
good contrast and legibility to ensure that it is
clearly recognizable.

Please note that the letters of the logo are

transparent. They should reveal the background on
which the logo is placed while maintaining legibility.

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Logo don’ts General Users Communications Professionals Design Agencies

Ensure that our logo is clearly recognizable by using

it properly, and do not alter it in any circumstances.
Consider the logo version and the background
it is placed on to provide the best legibility. The
examples show various uses to avoid.

Please note that our logo is a distinctive mark and

should never be used as a word within a sentence.

DO NOT change the logo’s color. DO NOT change the DO NOT add drop shadows or DO NOT outline the logo.
logo’s proportion. other effects to the logo.

DO NOT rotate the logo. DO NOT lock up product DO NOT place the logo on a DO NOT remove the Pfizer
identifiers or product descriptions complicated background or wordmark from the oval.
with the logo. a background that reduces
its legibility.

DO NOT use the preferred logo DO NOT crop the logo. DO NOT apply color or knock out DO NOT use the logo in a holding
on a dark background. the letterforms inside the logo. box or other shape.

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo

Logo overview General Users Communications Professionals Design Agencies

Preferred gradient marks for print Alternate flat marks for print Screen
Use the preferred 2-color version of the logo Use the 1-color blue Use the 1-color black Use the 1-color white Use the RGB version of the artwork on screen and in
whenever possible. version when a simplified version when the 1-color version for all reverse digital applications.
mark is required for premium blue version cannot background printing.
Use the preferred 4-color version of the logo when only
items, silkscreen, etc. be used.
CMYK printing is available.
Do not use color logos for reverse background printing.

Preferred Preferred Alternate Alternate Alternate Primary Alternate

2-color 2-color for CMYK 1-color Blue 1-color Black 1-color White RGB/Screen RGB/Screen
Composed of Cyan and Composed of Cyan and PMS Process Blue - Do not Do not reproduce
PMS Reflex Blue Magenta reproduce in other colors. in other colors.

pfizer_2c_pos.eps pfizer_cmyk_pos.eps pfizer_1c_pos.eps pfizer_blk_pos.eps pfizer_wht_rev.eps pfizer_rgb_pos.png pfizer_rgb_rev.png

.jpg

File nomenclature Clear space Minimum size

pfizer_ rgb_ pos.png

Identifier Color Back- Format
ground 0.3125" 0.1875"

2c blk pos .eps vector file for print

rev .jpg RGB for screen The clear space around our The preferred logo can be The alternate logos can be
cmyk wht
.png RGB for screen logo is equal to the full height scaled down to a minimum scaled down to a minimum
1c rgb of the lozenge shape. height of 0.3125". Always height of 0.1875".
maintain the logo’s aspect
ratio when scaling.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer logo endorsement and sponsorships

Pfizer logo endorsement and sponsorships General Users Communications Professionals Design Agencies

In certain instances, Pfizer has elected to work with a business entity and Finally, from a brand perspective, Pfizer needs to be mindful about giving
retain its brand equity while needing to visually represent the relationship endorsements freely because people will associate the quality of one
to Pfizer. In an effect to promote cost avoidance and build on the Pfizer company to Pfizer fairly quickly.
Brand Standards, the existing logo of the entity may be maintained and
a Pfizer endorsement line added. The language of the endorsement is For any questions about the Pfizer logo or to request use of the logo,
dictated by the nature of the relationship. please email [email protected]

For sponsorships, third party use of the Pfizer logo is something our
company generally declines, absent of a strong business need.
Pfizer gives a few reasons for this—the first is that procurement is
generally averse to giving endorsements for services, especially for newer
vendors/suppliers. Secondly, from a trademark perspective it is difficult to
enforce—Pfizer only grants permission for a set amount of time and relies
on the vendor/supplier to remove the logo from its website proactively at
the end of that time or when end the business relationship.

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Sponsored
Pfizer logo endorsement and sponsorships: lock-up by
configurations Endorsed by
General Users Communications Professionals Design Agencies

Usage
When using the Pfizer logo or endorsement to
market a Pfizer-sponsored event, the overall look and Sponsored by Endorsed by
feel of your marketing collateral should reflect your
organization’s branding,with the Pfizer logo fitting
in, not the other way around.
Sponsored by En
When noted in copy, the word “Pfizer” should not
receive any special treatment and should be in the
same font style and color as the rest of the copy. Logo sponsorships

Logo Sponsorship
Pfizer provides preferred sponsorship lock-ups for use
Sponsored by En
in addition to using the stand-alone logo.

Logo Endorsement
When business needs dictate that an existing brand
identity must be maintained while also representing
the relationship to Pfizer, the use of an endorsement
line is the most appropriate representation. The
spacing and size relationship will be determined by
the new logo and all mock-ups should be submitted
for approval prior to first use.

Logo endorsements

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Pfizer logo endorsement and sponsorships: how-to General Users Communications Professionals Design Agencies

Endorsement and sponsorships lock-up

Use the lock-ups when applying the
endorsement and sponsorship to corporate
marketing communications.

Note that the size of the endorsement and

sponsorship text is equal to the height of the
“z” in the logo.
Stand alone logo Sponsored by X
Please follow Pfizer branding rules when using the logo and X
do not modify, stretch, or distort the logo in any way. Also,
please do not create new messaging lockups using the logo.
X

Sponsored by X Endorsed by X
X X

X X

Stand alone logo

Please follow Pfizer branding rules when using the logo and
do not modify, stretch, or distort the logo in any way. Also,
please do not create new messaging lockups using the logo.

Endorsed by X
X

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Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo-tagline

The Pfizer logo-tagline General Users Communications Professionals Design Agencies

The Pfizer logo-tagline is a concise statement of our company’s purpose.

When it is locked up with the Pfizer logo, it communicates our key reason
for being in a clear, direct, and engaging manner.

Pfizer has only one tagline, and no other taglines should be locked up
with the Pfizer logo, masterbrand, or any other business signatures.

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Pfizer logo-tagline: lock-up configurations General Users Communications Professionals Design Agencies

Logo-tagline lock-up
Use the lock-ups when applying the tagline to
corporate marketing communications.

This is the preferred lock-up for most applications.

The logo is followed by the tagline, and the tagline is
placed on the same baseline as the text of the logo.
Place the first word of the tagline a distance of “P”
from the right edge of the logo.

Detail for spacing and alignment of ®

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Pfizer logo-tagline: lock-up color versions General Users Communications Professionals Design Agencies

Using the proper lock-up for an application is key.

We have five (5) lock-up color versions. Use the
version that provides the best contrast and legibility
for your application.

Please note that the letters of the logo are

Preferred 2-color (reflex blue & cyan) logo with 2-color tagline
transparent. They should reveal the background on
CMYK blue logo with CMYK tagline
which the logo is placed while maintaining legibility.

PMS Process Blue logo with PMS Process Blue tagline

Black logo with black tagline

White logo with white tagline

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Pfizer logo-tagline: clear space General Users Communications Professionals Design Agencies

Clear space is the minimum “breathing room”

maintained around the lock-up. It is kept free of
graphics, text, and other marks. It also defines the
minimum distance between the lock-up and the
edge of a printed piece.

The clear space around our logo-tagline lock-up is

equal to the height of the logo.

Please note that this distance may sometimes

be adjusted for select online or exterior signage
applications where space is limited.

Version 1.8 August 2015 32

Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo-tagline

Pfizer logo-tagline: scaling and minimum size General Users Communications Professionals Design Agencies

Scaling the lock-up

The EPS Pfizer logo-tagline lock-up files may be
scaled to any size necessary for the application. Do
not scale the logo or tagline separately. For most
applications, the logo will be sized at heights of less
than 1". Always maintain the lock-up’s aspect ratio
when scaling.

Minimum size
Minimum size refers to the smallest allowable
lock-up size. The lock-up is available in one size that
can be scaled down to a minimum size of 0.3125"
high for the lock-up with the preferred logo. The
lock-up with 1-color alternate logo can be scaled
down to a minimum size of 0.25" high. Always
maintain the lock-up’s aspect ratio when scaling.
Maintain a consistent aspect ratio when scaling

0.3125"

Minimum size for preferred logo with tagline

0.25"

Minimum size for 1-color logo with tagline

Version 1.8 August 2015 33

Pfizer Corporate Brand Standards / Corporate brand style / The masterbrand / Pfizer logo-tagline

Pfizer logo-tagline: overview General Users Communications Professionals Design Agencies

Preferred gradient marks for print Alternate flat marks for print Screen
Use the preferred 2-color version whenever possible. Use the 1-color blue version when a simplified mark is required for premium items, Use the RGB version of the artwork on screen and in
silkscreen, etc. Do not reproduce in other colors. digital applications.
Use the preferred 4-color version of the tagline when only
CMYK printing is available. Use the 1-color black version when the 1-color blue version cannot be used.
Do not use color themelines for reverse background printing. Use the 1-color white version for all reverse background printing.

Preferred 2-color* Alternate 1-color PMS Process Blue pfizertag_1c_pos.eps PrimaryRGB/Screen

Composed of Cyan and PMS Reflex Blue Do not reproduce in other colors.

pfizertag_2c_pos.eps Alternate 1-color Black pfizertag_blk_pos.eps pfizer_rgb_pos.png

.jpg

Preferred 2-color for CMYK Alternate RGB/Screen

Composed of Cyan and Magenta

Alternate 1-color White pfizertag_wht_pos.eps

pfizertag_cmyk_pos.eps pfizer_rgb_rev.png

File nomenclature Clear space Minimum size

pfizertag_rgb_ pos. png 0.3125"

Identifier Color Back- Format

ground The preferred themeline can be scaled down to a
minimum height of 0.3125". Always maintain the logo
and themeline aspect ratio when scaling.

2c blk pos .eps vector file for print The clear space around our logo is equal to the
rev .jpg RGB for screen full height of the lozenge shape.
cmyk wht 0.25"
.png RGB for screen
1c rgb
The one-color themeline can be scaled down to a
minimum height of 0.25".

* Please note: The 2-color file is built with overprinting gradients. It is recommended to use the AI file in Adobe® Creative Suite® version 3 and later for the best appearance on-screen, in composite printing and in PDF files.
Using the EPS file and/or other software may cause the logo to appear incorrect, although the logo will color separate correctly.

Version 1.8 August 2015 34

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer colors

Pfizer colors General Users Communications Professionals Design Agencies

The color palette is made up of the Primary color palette

Pfizer blue and supportive neutral
colors (black, gray, and white). The
secondary color palette consists of a
Pfizer Blue Black Gray White
complementary set of bright colors
C100, M10, Y0, K10 C0, M0, Y0, K100 C0, M0, Y0, K60 C0, M0, Y0, K0
that convey boldness and optimism.
R0, G147, B207 R0, G0, B0 R97, G99, B101 R255, G255, B255
Colors should be used at 100% value Hex #0093D0 Hex #000000 Hex #616365 Hex #FFFFFF
PMS Process Blue PMS Cool Gray 10
in all design elements. The use of
gradients creates additional colors
and should not be used.

Business Segment colors are only to

be used within the Business Segment Secondary color palette
and should only be used with the
permission of the Business Segment.
Cyan Magenta Light Blue Light Green Red Green
The colors represented on this page C94, M0, Y100, K0
C100, M0, Y0, K0 C0, M100, Y0, K0 C43, M0,Y10, K0 C50, M0, Y100, K0 C0, M100, Y99, K4
have not been evaluated by Pantone R0, G174, B238 R214, G0, B110 R117, G209, B224 R125, G186, B0 R204, G41, B43 R0, G169, B79
LLC. and may not match the Pantone Hex #00AEEF Hex #D6006E Hex #75D1E0 Hex #7DBA00 Hex #CC292B Hex #00A950
system. Consult a Pantone Color PMS Process Cyan PMS Process Magenta PMS 310 C/U PMS 376C/375U PMS 1797C/U PMS 355C/U
Formula Guide for reference.

Orange Yellow Purple Light Red Blue

C0, M48, Y100, K0 C0, M10, Y100, K0 C78, M100, Y0, K33 C0, M75, Y75, K0 C100, M73, Y0, K2
R248, G151, B29 R247, G212, B23 R74, G36, B94 R242, G102, B73 R0, G37, B150
Hex #F8971D Hex #F7D417 Hex #4A245E Hex #F26649 Hex #002596
PMS 144C/U PMS 109C/108U PMS 269C/268U PMS 7417C/U PMS Reflex Blue C/U

Business Segment palette

GIP Teal GEP Dark Green VOC Dark Blue

C100, M23 Y59, K6 C95 M0, Y100, K40 C100, M95,Y33, K45
R0, G140, B130 R0, G116, B53 R0, G19, B75
Hex #008C82 Hex #007335 Hex #00134B
PMS 328C PMS 356C/377U PMS 282C

Version 1.8 August 2015 35

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer colors

Use of tints for information hiearchy General Users Communications Professionals Design Agencies

Only use tints of colors when treating information

graphics, otherwise use the color at 100%. Visual
Pink Light Blue Light Green
representations of data are conveyed more clearly Pfizer Blue
100% 100% 100%
and are better understood when color is properly 100%
used. Using pairs of colors that have adequate
contrast will make the design of information
graphics more effective. 25% 75% 25% 75% 25% 75% 25%
75%
50% 50% 50%
Specific screens (i.e., 75%, 50%, and 25%) of 50%
each color are designed to add visual depth
and flexibility and to convey additional levels
of information hierarchy. Tints are also allowed in
navigation elements of interactive design.

Cyan Orange Yellow Purple

100% 100% 100% 100%

75% 25% 75% 25% 75% 25% 75% 25%

50% 50% 50% 50%

Green Light Red Red Reflex Blue

100% 100% 100% 100%

25% 25% 25% 25%

75% 75% 75% 75%

50% 50% 50% 50%

Version 1.8 August 2015 36

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer colors

Color principle 1: use colors sparingly General Users Communications Professionals Design Agencies

Use 1–3 secondary colors at a time

In addition to neutral colors (black, gray, or white),
use only 1–3 secondary colors. This helps to keep the
content from looking too complex and cluttered.

Non habent claritatem etiam processus dynamicus, qui Non habent claritatem etiam processus dynamicus, qui

90%
est usus legentis in iis qui facit eorum sequitur mutationem consuetudium est usus legentis in iis qui facit eorum sequitur mutationem consuetudium
claritatem. Investigationes demon lectorum. Mirum est notare quam claritatem. Investigationes demon lectorum. Mirum est notare quam
straverunt lectores legere me lius littera gothica, quam nunc putamus straverunt lectores legere me lius littera gothica, quam nunc putamus
quod ii legunt saepius. Claritas est parum claram, anteposuerit quod ii legunt saepius. Claritas est parum claram, anteposuerit
25 etiam processus dynamicus, qui litterarumNon habent claritatem etiam processus dynamicus, qui litterarumNon habent claritatem
sequitur mutationem consuetudium insitam; est usus legentis in iis qui sequitur mutationem consuetudium insitam; est usus legentis in iis qui
lectorum. Mirum est notare quam facit eorum claritatem. Investiga- lectorum. Mirum est notare quam facit eorum claritatem. Investiga-
littera gothica, quam nunc putamus tiones demon straverunt lectores littera gothica, quam nunc putamus tiones demon straverunt lectores
parum claram, anteposuerit legere me lius quod ii legunt saepius. parum claram, anteposuerit legere me lius quod ii legunt saepius.
20 litterarumNon habent claritatem litterarumNon habent claritatem
insitam; est usus legentis in iis qui Claritas est etiam processus insitam; est usus legentis in iis qui Claritas est etiam processus
facit eorum claritatem. Investiga- dynamicus, qui sequitur mutationem facit eorum claritatem. Investiga- dynamicus, qui sequitur mutationem
tiones demon straverunt lectores consuetudium lectorum. Mirum est tiones demon straverunt lectores consuetudium lectorum. Mirum est
15 legere me lius quod ii legunt saepius. notare quam littera gothica, quam legere me lius quod ii legunt saepius. notare quam littera gothica, quam
Claritas est etiam processus nunc putamus padynamicus, qui Claritas est etiam processus nunc putamus padynamicus, qui
dynamicus, qui sequitur mutationem consuetudium dynamicus, qui sequitur mutationem consuetudium
sequitur mutationem consuetudium lectorum. Mirum est notare quam sequitur mutationem consuetudium lectorum. Mirum est notare quam
lectorum. littera gothidynamicus, qui sequitur lectorum. littera gothidynamicus, qui sequitur
10 mutationem consuetudium lectorum.
mutationem consuetudium lectorum.
Mirum est notare quam littera Mirum est notare quNonm littera Mirum est notare quam littera Mirum est notare quNonm littera
gothica, quam nunc putamus parum gothirum claram, ante gothica, quam nunc putamus parum gothirum claram, ante
claram, anteposuerit litterarumNon claram, anteposuerit litterarumNon
Non habent claritatem insitam; est etiam processus dynamicus, qui habent claritatem insitam; est usus
5 habent claritatem insitam; est usus
usus legentis in iis qui facit eorum sequitur mutationem consuetudium legentis in iis qui facit eorum
legentis in iis qui facit eorum
claritatem. Investigationes demon lectorum. Mirum est notare quam claritatem. Investigationes demon
claritatem. Investigationes demon
straverunt lectores legere me lius littera gothica, quam nunc putamus straverunt lectores legere me lius
straverunt lectores legere me lius
quod ii legunt saepius. Claritas est parum claram, anteposuerit litterarum 0 quod ii legunt saepius. Claritas est
quod ii legunt saepius. Claritas est

Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Investigationes demon straverunt lectores legere me lius quod ii legunt
Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus saepius. Mirum est notare quam littera gothica, quam nunc putamus
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus
decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. arta decima et quinta decima non habent.
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent.
legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius.
legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius.

05 06 05 06 05 06

Non habent claritatem sequitur mutationem consuetudium Non habent claritatem etiam processus dynamicus, qui

90%
est usus legentis in iis qui facit eorum lectorum. Mirum est notare quam est usus legentis in iis qui facit eorum sequitur mutationem consuetudium
claritatem. Investigationes demon littera gothica, quam nunc putamus claritatem. Investigationes demon lectorum. Mirum est notare quam
straverunt lectores legere me lius parum claram, anteposuerit straverunt lectores legere me lius littera gothica, quam nunc putamus
quod ii legunt saepius. Claritas est litterarumNon habent claritatem quod ii legunt saepius. Claritas est parum claram, anteposuerit
25
etiam processus dynamicus, qui insitam; est usus legentis in iis qui etiam processus dynamicus, qui litterarumNon habent claritatem
sequitur mutationem consuetudium facit eorum claritatem. Investiga- sequitur mutationem consuetudium insitam; est usus legentis in iis qui
lectorum. Mirum est notare quam tiones demon straverunt lectores lectorum. Mirum est notare quam facit eorum claritatem. Investiga-
littera gothica, quam nunc putamus legere me lius quod ii legunt saepius. littera gothica, quam nunc putamus tiones demon straverunt lectores
parum claram, anteposuerit parum claram, anteposuerit legere me lius quod ii legunt saepius.
20 litterarumNon habent claritatem Claritas est etiam processus litterarumNon habent claritatem
insitam; est usus legentis in iis qui dynamicus, qui sequitur mutationem insitam; est usus legentis in iis qui Claritas est etiam processus
facit eorum claritatem. Investiga- consuetudium lectorum. Mirum est facit eorum claritatem. Investiga- dynamicus, qui sequitur mutationem
tiones demon straverunt lectores notare quam littera gothica, quam tiones demon straverunt lectores consuetudium lectorum. Mirum est
15 legere me lius quod ii legunt saepius. nunc putamus padynamicus, qui legere me lius quod ii legunt saepius. notare quam littera gothica, quam
Claritas est etiam processus sequitur mutationem consuetudium Claritas est etiam processus nunc putamus padynamicus, qui
dynamicus, qui lectorum. Mirum est notare quam dynamicus, qui sequitur mutationem consuetudium
sequitur mutationem consuetudium littera gothidynamicus, qui sequitur sequitur mutationem consuetudium lectorum. Mirum est notare quam
lectorum. mutationem consuetudium lectorum. lectorum. littera gothidynamicus, qui sequitur
10 Mirum est notare quNonm littera mutationem consuetudium lectorum.
Mirum est notare quam littera gothirum claram, ante Mirum est notare quam littera Mirum est notare quNonm littera
gothica, quam nunc putamus parum gothica, quam nunc putamus parum gothirum claram, ante
claram, anteposuerit litterarumNon claram, anteposuerit litterarumNon
Non habent claritatem insitam; est etiam processus dynamicus, qui habent claritatem insitam; est usus habent claritatem insitam; est usus
5
usus legentis in iis qui facit eorum sequitur mutationem consuetudium legentis in iis qui facit eorum legentis in iis qui facit eorum
claritatem. Investigationes demon lectorum. Mirum est notare quam claritatem. Investigationes demon claritatem. Investigationes demon
straverunt lectores legere me lius littera gothica, quam nunc putamus straverunt lectores legere me lius straverunt lectores legere me lius
quod ii legunt saepius. Claritas est parum claram, anteposuerit litterarum 0 quod ii legunt saepius. Claritas est quod ii legunt saepius. Claritas est

Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt
Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Investigationes demon straverunt lectores legere me lius quod ii legunt
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus saepius. Mirum est notare quam littera gothica, quam nunc putamus
decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent.
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. arta decima et quinta decima non habent.
legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius.
legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius.

05 06 05 06 05 06

Version 1.8 August 2015 37

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer colors

Color principle 2: use colors purposefully General Users Communications Professionals Design Agencies

Highlight important information

Color can help to create emphasis, clarify hierarchy,
and organize information on a layout.

Lorem ipsum dolor sit amet, consect Lorem ipsum dolor sit amet
consect
Investigationes demonstraverunt
lectores legere me lius quod ii Lorem ipsum Lorem ipsum dolor
Tuer adipiscing elit sed diam
Lorem amet consect
Tuer adipiscing elit sed diam
TUER ADIPISCING ELIT SED DIAM mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
Tuer adipiscing elit sed diam nonummy
nibh euis. Ruod mazim placerat facer
nonummy nibh euis. Ruod mazim placerat quam nunc putamus parud ii legunt possim assum. Typi non habent claritatem
etuer adipiscing elit sed diam non Tuer adipiscing elit sed diam
legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
facer possim assum. Typi non habent
claritatem insitam; est usus lequi facit
saepius. Claritas est etiam proce ssus dyn
amicus, qui sequitur mutation em
insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes
ummy nibh euis. Ruod mazim placerat nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
mutation em consuetudium
lectorum.
non habent claritatem insitam; est
usus legentis in iis
non habent claritatem insitam; est
usem. Investi gationes demons
eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
consuetudium lectorum. Mirum est notare
quam littera gothica, quam nunc putamus
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam

facer possim assum. Typi non habent non habent claritatem insitam; est
usus legentis in iis Mirum est notare quam littera qui facit eorum claritatem.
traverunt lectores legere me lius
quod ii legunt saepius. Claritas est
quod ii legunt saepius. Claritas est etiam
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
parum claram, anteposuerit litter arumuer
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
proce ssus dyn amicus, qui sequitur
mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
claritatem insitam; est usus. qui facit eorum claritatem.
gothica, quam nunc putamus
parum claram, anteposuerit
Investigationes demonstraverunt
lectores legere me lius quod ii
etiam proce sstores legere me lius
quod ii legunt saepius. Claritas est
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
Investigationes demonstraverunt litterarum. legunt saepius. Claritas est etiam etiam proce ssus dyn amicus, qui anteposuerit litter arumuer adipiscing elit eorum claram, anteposuerit litterarum.
lectores legere me lius quod ii proce ssus dyn amicus, qui sequitur sed diam nonummy nibh euis. Ruod
sequitur mutation em consue
legunt saepius. Claritas est etiam qui facit eorum claritatem. mutation em consuetudium tudium lectorum. Mnon habent
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
d ii legunt saepius. Claritas est etiam proce
ssus dyn amicus, qui sequitur mutation em Lorem ipsum dolor sit amet, consect
proce ssus dyn amicus, qui sequitur Investigationes demonstraverunt lectorum. Mnon habent claritatem clarittores legere me lius quod ii
etuer adipiscing elit sed diam nonmmy
legentis in iis qui facit eorum claritatem. consuetudium lectorum. Mirum est notare
mutation em consuetudium lectores legere me lius quod ii insitam; est usem. Investi gationes legunt saepius. Claritas est etiam Investigationes demonstraverunt lectores quam littera gothica, quam nunc putamus
lectorum. Mirum est notare quam legunt saepius. Claritas est etiam demons traverunt lectores legere proce ssus dyn amicus, qui sequitur legere me lius quod ii legunt saepius. parum claram, anteposuerit litter arumuer
littera gothica, quam nunc proce ssus dyn amicus, qui sequitur me lius quod ii legunt saepius. mutation em consu etudium Claritas est etiam proce ssus dyn amicus,
qui sequitur mutation em consuetudium
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
nibh euis. Ruod mazim placerat facer
putamus parum claram, mutation em consuetudium Claritas est etiam proce ssus dyn lectorum. Mnon habent claritus
anteposuerit litterarum. lectorum. Mirum est notare quam amicus, qui sequitur mutaqui ion dyn amicus, qui sequitur mutaqui lectorum. d ii legunt saepius. Claritas est
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit possim assum.
littera gothica, quam nunc em consu etudium lecto rum. ion em consu etudium lecto rum. etiam proce ssus dyn amicus, qui sequitur eorud ii legunt saepius. Claritas est etiam
Lorem ipsum dolor sit amet putamus parum claram, quiput amus parum claram, quiput amus parum claram, mutation em consuetudium lectorum. proce ssus dyn amicus, qui sequitur
consect anteposuerit litterarum. antepquiosuerit littquie rarum.irum Mirum est notare quam littera gothica, mutation em consuetudium lectorum. uer adipiscing elit sed diam nonummy
antepquiosuerit littquie rarum.
quam nunc putamus parum claram, Mirum est notare quam littera gothica, nibh euis. Ruod mazim placerat facer
est notare quam littera gothica, anteposuerit litter arumuer adipiscing elit quam nunc putamus parum claram, possim assum. Typi non habent claritatem
Tuer adipiscing elit sed diam quam nunc putamus parum sed diam nonummy nibh euis. Ruod anteposuerit litter arumuer adipiscing elit insitam; est usus legentis in iis
nonummy nibh euis. Ruod mazim claram, anteposuerit litterarum. mazim placerat facer possim assum. Typi sed diam nonummy nibh euis. Ruod
placerat facer possim assum. Typi non habent claritatem insitam; est usus mazim placerat facer possim assum. Typi qui facit eorum claritatem. Investigationes
non habent claritatem insitam; est legentis in iis qui facit eoru non habent claritatem insitam; est usus demonstraverunt lectores legere me lius
qui facit eorum claritatem. Investigationes legentis in iis qui facit eoru quod ii legunt saepius. Claritas est etiam
usus legentis in iis demonstraverunt lectores legere me lius proce ssus dyn amicus, qui sequitur
quod ii legunt saepius. Claritas est etiam mutation em consuetudium lectorum.
qui facit eorum claritatem. proce ssus dyn amicus, qui sequitur Mirum est notare quam littera gothica,
Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod
decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera.
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.

04 05 04 05 04 05

Lorem ipsum dolor sit amet, consect Lorem ipsum dolor sit amet
consect
Investigationes demonstraverunt
lectores legere me lius quod ii Lorem ipsum Lorem ipsum dolor
Tuer adipiscing elit sed diam
Lorem amet consect
Tuer adipiscing elit sed diam
TUER ADIPISCING ELIT SED DIAM mutation em consuetudium lectorum.
Mirum est notare quam littera gothica,
Tuer adipiscing elit sed diam nonummy
nibh euis. Ruod mazim placerat facer

etuer adipiscing elit sed diam non

nonummy nibh euis. Ruod mazim placerat quam nunc putamus parud ii legunt possim assum. Typi non habent claritatem
legunt saepius. Claritas est etiam nonummy nibh euis. Ruod mazim nonummy nibh euis. Ruod mazim facer possim assum. Typi non habent saepius. Claritas est etiam proce ssus dyn insitam; est usus legentis in iis
Tuer adipiscing elit sed diam proce ssus dyn amicus, qui sequitur placerat facer possim assum. Typi placerat facer possim assum. Typi claritatem insitam; est usus lequi facit amicus, qui sequitur mutation em qui facit eorum claritatem. Investigationes
ummy nibh euis. Ruod mazim placerat nonummy nibh euis. Ruod mazim
placerat facer possim assum. Typi
mutation em consuetudium
lectorum.
non habent claritatem insitam; est
usus legentis in iis
non habent claritatem insitam; est
usem. Investi gationes demons
eorum claritatem. Investigationes
demonstraverunt lectores legere me lius
consuetudium lectorum. Mirum est notare
quam littera gothica, quam nunc putamus
demonstraverunt lectores legere me lius
quod ii legunt saepius. Claritas est etiam

facer possim assum. Typi non habent

quod ii legunt saepius. Claritas est etiam parum claram, anteposuerit litter arumuer proce ssus dyn amicus, qui sequitur
non habent claritatem insitam; est traverunt lectores legere me lius proce ssus dyn amicus, qui sequitur adipiscing elit sed diam nonummy nibh mutation em consuetudium lectorum.
usus legentis in iis Mirum est notare quam littera qui facit eorum claritatem. quod ii legunt saepius. Claritas est mutation em consuetudium lectorum. euis. Ruod mazim placerat facer possim Mirum est notare quam littera gothica,
claritatem insitam; est usus. qui facit eorum claritatem.
gothica, quam nunc putamus
parum claram, anteposuerit
Investigationes demonstraverunt
lectores legere me lius quod ii
etiam proce sstores legere me lius
quod ii legunt saepius. Claritas est
Mirum est notare quam littera gothica,
quam nunc putamus parum claram,
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit
quam nunc putamus parum claram,
anteposuerit litter arumuer adipiscing elit
Investigationes demonstraverunt litterarum. legunt saepius. Claritas est etiam etiam proce ssus dyn amicus, qui anteposuerit litter arumuer adipiscing elit eorum claram, anteposuerit litterarum.
sed diam nonummy nibh euis. Ruod
lectores legere me lius quod ii proce ssus dyn amicus, qui sequitur sequitur mutation em consue
legunt saepius. Claritas est etiam qui facit eorum claritatem. mutation em consuetudium tudium lectorum. Mnon habent
mazim placerat facer possim assum. Typi
non habent claritatem insitam; est usus
d ii legunt saepius. Claritas est etiam proce
ssus dyn amicus, qui sequitur mutation em Lorem ipsum dolor sit amet, consect
proce ssus dyn amicus, qui sequitur Investigationes demonstraverunt lectorum. Mnon habent claritatem clarittores legere me lius quod ii
etuer adipiscing elit sed diam nonmmy
legentis in iis qui facit eorum claritatem. consuetudium lectorum. Mirum est notare
mutation em consuetudium lectores legere me lius quod ii insitam; est usem. Investi gationes legunt saepius. Claritas est etiam Investigationes demonstraverunt lectores quam littera gothica, quam nunc putamus
lectorum. Mirum est notare quam legunt saepius. Claritas est etiam demons traverunt lectores legere proce ssus dyn amicus, qui sequitur legere me lius quod ii legunt saepius. parum claram, anteposuerit litter arumuer
littera gothica, quam nunc proce ssus dyn amicus, qui sequitur me lius quod ii legunt saepius. mutation em consu etudium
Claritas est etiam proce ssus dyn amicus,
qui sequitur mutation em consuetudium
adipiscing elit sed diam nonummy nibh
euis. Ruod mazim placerat facer possim
nibh euis. Ruod mazim placerat facer
putamus parum claram, mutation em consuetudium Claritas est etiam proce ssus dyn lectorum. Mnon habent claritus
anteposuerit litterarum. lectorum. Mirum est notare quam amicus, qui sequitur mutaqui ion dyn amicus, qui sequitur mutaqui lectorum. d ii legunt saepius. Claritas est
assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit possim assum.
littera gothica, quam nunc em consu etudium lecto rum. ion em consu etudium lecto rum. etiam proce ssus dyn amicus, qui sequitur eorud ii legunt saepius. Claritas est etiam
Lorem ipsum dolor sit amet quiput amus parum claram, quiput amus parum claram, mutation em consuetudium lectorum. proce ssus dyn amicus, qui sequitur
putamus parum claram,
Mirum est notare quam littera gothica, mutation em consuetudium lectorum. uer adipiscing elit sed diam nonummy
consect anteposuerit litterarum. antepquiosuerit littquie rarum.irum antepquiosuerit littquie rarum. quam nunc putamus parum claram, Mirum est notare quam littera gothica, nibh euis. Ruod mazim placerat facer
est notare quam littera gothica, anteposuerit litter arumuer adipiscing elit quam nunc putamus parum claram, possim assum. Typi non habent claritatem
Tuer adipiscing elit sed diam quam nunc putamus parum sed diam nonummy nibh euis. Ruod anteposuerit litter arumuer adipiscing elit insitam; est usus legentis in iis
nonummy nibh euis. Ruod mazim claram, anteposuerit litterarum. mazim placerat facer possim assum. Typi sed diam nonummy nibh euis. Ruod
placerat facer possim assum. Typi non habent claritatem insitam; est usus mazim placerat facer possim assum. Typi qui facit eorum claritatem. Investigationes
legentis in iis qui facit eoru non habent claritatem insitam; est usus demonstraverunt lectores legere me lius
non habent claritatem insitam; est qui facit eorum claritatem. Investigationes legentis in iis qui facit eoru quod ii legunt saepius. Claritas est etiam
usus legentis in iis demonstraverunt lectores legere me lius proce ssus dyn amicus, qui sequitur
quod ii legunt saepius. Claritas est etiam mutation em consuetudium lectorum.
qui facit eorum claritatem. proce ssus dyn amicus, qui sequitur Mirum est notare quam littera gothica,

Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod
decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera.
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.

04 05 04 05
04 05

Version 1.8 August 2015 38

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer colors

Color principle 3: use colors for pacing General Users Communications Professionals Design Agencies

Create a rhythm
Use color to create a rhythm and to signal places
for the eye to rest when designing pieces that
span multiple pages. Do not repeat the same color
approach on every spread. This will help to keep the
content engaging.

Sustain dynamicus, qui

90%
Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consect Lorem ipsum dolor sit amet, consect sequitur mutationem consuetudium
lectorum. Mirum est notare quam
consect lorem ipsum etuer adipiscing elit sed diam non Lorem ipsum dolor sit amet consect etuer adipiscing elit sed diam non littera gothica, quam nunc putamus
parum claram, anteposuerit
ummy
25
nibh euis. Ruod mazim placerat Tuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facer ummy nibh euis. Ruod mazim placerat litterarumon habent claritatem
insitam; est usus legentis in iis qui
facer possim assum. Typi non habent possim assum. Typi non habent claritatem insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes demonstraverunt lectores legere facer possim assum. Typi non habent 45,000
facit eorum claritatem. Investiga-
tiones demon straverunt lectores
claritatem
20 insitam; est usus legentis in
me lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, qui
sequitur mutation em consuetudium lectorum. Mirum est notare quam littera claritatem insitam; est usus legentis in 10,000 legere me lius quod ii legunt saepius.
Claritas est etiam processus

iis qui facit eorum claritatem.

gothica, quam nunc putamus parum claram, anteposuerit litterarum.
iis qui facit eorum claritatem. 10,000 dynamicus, qui
sequitur mutationem consuetudium
2,000
Investigationes
15 demonstraverunt Investigationes demonstraverunt lectorum. Mirum est notare quam lit
sequitur mutationem consuetudium

lectores legere me lius quod ii legunt lectores legere me lius quod ii legunt lectorum. Mirum est notare quam
littera gothica, quam nunc putamus
20,000
saepius.
10 Claritas est etiam proce saepius. Claritas est etiam proce parum claram, anteposuerit litterarum

ssus dynamicus, qui sequitur mutation ssus dynamicus, qui sequitur mutation
em consuetudium lectorum. Mirum
20
15,000
Non habent claritatem insitam; est etiam processus dynamicus, qui em5 consuetudium lectorum. Mirum 15
usus legentis in iis qui facit eorum sequitur mutationem consuetudium
est notare quam littera gothica, quam 10,000
claritatem. Investigationes demon lectorum. Mirum est notare quam est notare quam littera gothica, quam 10
straverunt lectores legere me lius littera gothica, quam nunc putamus 20,234 people Dvulputate velit esse
molestie consequat, vel
22% population Nam liber tempor cum
soluta nobis eleifend nunc putamus parum claram, antep
quod ii legunt saepius. Claritas est parum claram, anteposuerit litterarum
nunc
0 putamus parum claram, antep illum dolore eu feugiat option congue nihil imper 5
nulla facilisis at vero eros et dieoming id quod mazim
osuerit litterarum formas humanitatis
osuerit litterarum formas humanitatis
accumsan et iusto odio placerat facer possim

per seacula quarta decima.

Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt
dignissim qui blandit
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus claram, anteposuerit litterarum formas humanitatis per sea culaqu arta claritatem. Investigationes demon straverunt lectores legere me lius quod saepius. Mirum est notare quam littera gothica, quam nunc putamus praesent luptatum zzril

per seacula quarta decima.

decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu decima et quinta decima non habent claritatem insitam; est usus legentis ii legunt saepiu irum est notare quam littera. parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores arta decima et quinta decima non habent. delenit augue
legere me lius quod ii legunt saepius. legere me lius quod ii legunt saepius.

05 06
05 14 15

04 05

Lorem ipsum dolor sit amet, consect Sustain

90% 25

20
Lorem ipsum dolor sit amet consect

Tuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat facer
possim assum. Typi non habent claritatem insitam; est usus legentis in iis
qui facit eorum claritatem. Investigationes demonstraverunt lectores legere
me lius quod ii legunt saepius. Claritas est etiam proce ssus dyn amicus, qui
sequitur mutation em consuetudium lectorum. Mirum est notare quam littera
gothica, quam nunc putamus parum claram, anteposuerit litterarum.
etuer adipiscing elit sed diam non
ummy nibh euis. Ruod mazim placerat
facer possim assum. Typi non habent
claritatem insitam; est usus legentis in
iis qui facit eorum claritatem.
45,000
10,000
10,000
2,000
25

20

15
Investigationes demonstraverunt 20,000
lectores legere me lius quod ii legunt
saepius. Claritas est etiam proce
15

15,000
10
ssus dynamicus, qui sequitur mutation Improve
10,000
em consuetudium lectorum. Mirum Non habent claritatem insitam; es
usus legentis in iis qui facit eorum 10
Non habent claritatem insitam; est etiam processus dynamicus, qui
usus legentis in iis qui facit eorum sequitur mutationem consuetudium 5
est notare quam littera gothica, quam claritatem. Investigationes
demon straverunt lectores legere
claritatem. Investigationes demon lectorum. Mirum est notare quam
straverunt lectores legere me lius littera gothica, quam nunc putamus
20,234 people Dvulputate velit esse
molestie consequat, vel
illum dolore eu feugiat
22% population Nam liber tempor cum
soluta nobis eleifend
option congue nihil imper
nunc putamus parum claram, antep Tuer adipiscing elit sed diam nonummy nibh euis. Ruod mazim placerat
me lius quod ii legunt saepius.
Claritas est etiam processus
quod ii legunt saepius. Claritas est parum claram, anteposuerit litterarum 0 nulla facilisis at vero eros et
accumsan et iusto odio
dieoming id quod mazim
placerat facer possim osuerit litterarum formas humanitatis facer possim assum. Typi non habent claritatem insitam; est usus legentis
in iis
dynamicus, uitur mutationem
consuetudium lect orum. Mirum
5

per seacula quarta decima.

dignissim qui blandit
qui facit eorum claritatem. Investigationes demonstraverunt lectores est notare littera got ca, quam
praesent luptatum zzril
legere me lius quod ii legunt saepius. Claritas est etiam proce ssus dyn
Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt Mirum est notare quam littera gothica, quam nunc putamus parum Mhabent claritatem insitam; est usus legentis in iis qui facit eorum Investigationes demon straverunt lectores legere me lius quod ii legunt
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
claram, anteposuerit litterarum formas humanitatis per sea culaqu arta
decima et quinta decima non habent claritatem insitam; est usus legentis
claritatem. Investigationes demon straverunt lectores legere me lius quod
ii legunt saepiu irum est notare quam littera.
saepius. Mirum est notare quam littera gothica, quam nunc putamus
parum claram, anteposuerit litterarum formas humanitatis per sea culaqu
delenit augue nunc putamp arum claram,
in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
arta decima et quinta decima non habent. in iis qui facit eorum claritatem. Investigationes demon straverunt lectores
legere me lius quod ii legunt saepius.
arta decima et quinta decima non habent.
amicus, qui sequitur mutation em consuetudium lectorum. Mirum est anteposu litterarum form
notare quam littera gothica, quam nunc putamus parum claram, humanitatis sea 0

05 06
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Version 1.8 August 2015 39

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer photo style

Photos: subject matter and style General Users Communications Professionals Design Agencies

Subject matter Style

• Real life (not staged, posed, or fictional) • Natural lighting (no extensive photo retouching)
• Optimistic and warm (or neutral) • Bright tonal range
• Singular concept/subject per image • Clear/sharp focus on subject matter
• Advancing progress/positive change • Clean, simple areas of “white space”
• No silhouettes or drop shadows

Version 1.8 August 2015 40

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer photo style

Photos: depth of field General Users Communications Professionals Design Agencies

Depth of field
When selecting images for an application, consider
the various typographic and graphic components
that will coexist with the image.

Foreground photos
• Macro view of clearly focused subject matter
• Able to carry the story with or without the PDot
font or Dot Illustrations
• Use to support headline or copy

Midground photos
• Midrange view of clearly focused
subject matter
• Able to carry the story with or without the
PDot font or Dot Illustrations
• Use to support headline or copy

Background photos
• Broad view of a nondetailed environment
• Serves as a contextual backdrop, allowing the
Dot Illustrations or the PDot font to carry
the story
• Use as a contextual backdrop

Version 1.8 August 2015 41

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer photo style

Photos: cropping General Users Communications Professionals Design Agencies

Crop appropriately
A communications piece will have more impact when
an image is appropriately scaled and cropped.

Original Cropping Final image should

Start with an appropriate foreground, Select an area that is an appropriate • Focus on a single subject
midground, or background image. size for your document. • Be free of clutter (distracting shapes)
• Provide ample clear space for fonts and
graphic elements

Original Cropped Original Cropped Original Cropped

Version 1.8 August 2015 42

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer photo style

Photos: overview General Users Communications Professionals Design Agencies

Subject matter Style Scale Cropping

• Real life (not staged, posed, • Natural lighting • Foreground • Focus on a single subject
or fictional) (no extensive photo retouching) • Midground • Be free of clutter (distracting shapes)
• Optimistic and warm (or neutral) • Bright tonal range • Background • Provide ample clear space for Dot
• Singular concept/subject per image • Clear/sharp focus on subject matter Illustrations or PDot font
• Advancing progress/positive change • Clean, simple areas of “white space”
• No silhouettes or drop shadows

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer photo style

Photos: don’ts General Users Communications Professionals Design Agencies

DO NOT use dark photos. DO NOT use stylized (posed) photos. DO NOT distort photos.

DO NOT use oversaturated photos. DO NOT use depressing or graphic photos. DO NOT use photos with a busy background.

Version 1.8 August 2015 44

Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer Dot Illustrations

Pfizer Dot Illustrations General Users Communications Professionals Design Agencies

Pfizer Dot Illustrations style

Illustrations can be found in the Pfizer Dot
The subject matter captured by the illustrations brings the concepts within
Illustrations library at:
Our Path Forward to life. The illustrations are divided into themes that elevate and
id.pfizer.com
support messaging to help tell an overall story. The Dot Illustrations style conveys
the aspirational qualities within Pfizer’s purpose and mission.

THEMES SUBTHEMES EXAMPLES

Possibilities Ideas
Imagination
Pathways
Progress

Science Research
Data
Information
Discovery
Quality

Humanity Global Access

Collaboration
Care
Compassion

Leadership Vision
Hope
Impact
Breakthrough
Integrity

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer Dot Illustrations

Pfizer Dot Illustrations: rules General Users Communications Professionals Design Agencies

Pfizer illustration style

The Pfizer Dot Illustrations will help to create a
proprietary look across Pfizer communications as
well as convey the aspirational qualities within
Use only one Dot Illustration per application Use the Dot Illustration as a large concept
Pfizer’s Purpose and Mission. The illustrations are
Over solid Pfizer color fields, or background photos Do not use as literal iconography.
divided into themes that elevate and support
messaging to help tell an overall story.
Eye Wash Station

The dotted illustration style is the only vector art

style used within the brand. The use of clip art
and other vector art is not to be used in Pfizer
Corporate Branding.

The preferred use of our Dot Illustrations is in

white on a color or photo background. You may
also use Dot Illustrations in color. Use color Dot
Illustrations on white, or light, backgrounds to ensure
optimal contrast between the Dot Illustration and
background. Use only the Pfizer color palette for
Dot Illustrations. 

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer Dot Illustrations

Pfizer Dot Illustrations: don’ts General Users Communications Professionals Design Agencies

Incorrect usage of the Dot Illustrations

Use the Dot Illustrations as shown on the previous
page. Incorrect use harms the integrity
of the visual system.

Clean

Do not use more than one Dot Illustration or Do not use color Dot Illustrations on backgrounds Do not use extremely detailed Dot Illustrations
PDot font together on the same application. that do not have enough contrast

step 1
step 2
step 3
Do not distort the Dot Illustrations. Do not scale the Dot Illustrations as a  o not use Dot Illustrations on a
D
smaller graphic. busy background.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer Dot Illustrations

Selecting the appropriate Dot Illustrations General Users Communications Professionals Design Agencies

When selecting a Dot Illustration for an application,

you must consider the overall messaging. Dot
Step 1 Step 2 Step 3
Illustrations serve to support and enhance the Determine the key message. Choose a theme in the Dot Illustration Library that Choose an appropriate illustration from that
headline and messaging, so it is important to make aligns with the messaging. category that fits within the layout.
sure the two are properly aligned.

If you are unable to find a category that properly

aligns with the messaging, it will be necessary to
create additional illustrations. Theme:Theme:Theme:
Collaboration/Partnership/Community/Unity
Collaboration/Partnership/Community/Unity
Collaboration/Partnership/Community/Unity

# 9065322# 9065322
# 9065322 # 9065325# 9065325
# 9065325

Opportunities
Opportunities to to to
Opportunities Opportunities
Opportunities to to to
Opportunities
BuildBuild Partnerships
Partnerships
Build Partnerships BuildBuild Partnerships
Partnerships
Build Partnerships
New
New acquisitions foracquisitions
a healthier for a healthier world
world Newfor
New acquisitions acquisitions for
a healthier a healthier world
world
New acquisitions for a healthier world New acquisitions for a healthier world

# 9065452# 9065452
# 9065452 # 9065669# 9065669
# 9065669

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer Dot Illustrations

Creating additional Dot Illustrations General Users Communications Professionals Design Agencies

If you are unable to find a Dot Illustration that

aligns with the messaging, you will have to create
Step 1 Step 2 Step 3
additional Dot Illustrations. Following these Begin by drawing a solid line Convert the solid line drawing into a dotted line: Convert the dotted line illustration to artwork by following
directions will enable you to create a Dot Illustration in Adobe Illustrator. these directions:
that is consistent with the existing image library.

Conceptual vs. literal

The Dot Illustrations are intended to serve
a supporting role by enhancing the headline
and overall messaging. The Dot Illustration
is NOT intended to communicate the messaging
on its own.
Do not draw the Dot Illustrations as literal icons.
Instead they should be used to communicate
metaphors and large concepts.

1, 3, 3 rule
When creating additional Dot Illustrations,
remember to keep them simple. Your Dot Illustration

should consist of 1 design motif. You may repeat
this design motif, but DO NOT exceed 3 different
sizes when repeating the motif, and DO NOT exceed
3 different weights among the repeated motifs.

1 design motif

 Locate the Stroke palette

under window in the
navagation bar.

3 different sizes
 Choose the line weight that

provides enough contrast for
your specific application.

Select rounded end caps. 

3 different weights
Set “dash” to zero and 
set “gap” size to double
the weight of your line.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer fonts

The Pfizer primary font General Users Communications Professionals Design Agencies

FS Albert Thin
Pfizer’s primary font is FS Albert.
Modern, flexible, easy to read, open, and accessible,
FS Albert is uniquely suited for a wide range of visual
communications. Multiple levels of typographic
hierarchy are defined both for impact and clarity of

FS Albert Thin Italic

our communications.

When to use
Use FS Albert for all Pfizer printed communications
where possible. Use FS Albert in rendered form for

FS Albert Light
online and electronic applications. When use of
FS Albert is not possible, use the recommended
system font (see page 53). The weights shown for
FS Albert are approved for use.

FS Albert Light Italic

Purchasing the font
Pfizer does not own a company-wide license for
FS Albert, and international copyright law forbids us
from sharing the font both internally and externally.
If you are a colleague or vendor who needs to use

FS Albert
FS Albert, a license can be purchased from:
(http://www.fontsmith.com)

Foreign Language Needs

If materials are being produced in a font where

FS Albert Italic
character mapping of FS Albert is not possible,
please use a comparable sans serif font and submit
a sample to [email protected] for approval.

FS Albert Bold
FS Albert Bold Italic
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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer fonts

Display font General Users Communications Professionals Design Agencies

PDot is a display
PDot is a display font designed exclusively for Pfizer.
PDot is derived from the Dot Illustrations style of the
Pfizer visual system and can be used in combination
with FS Albert. PDot helps to create a unique look
and proprietary narrative feel for the Pfizer brand.

font. Always
When to use
Only use PDot in sentence case and for display
purposes at a font size no smaller than 36pts and for
short headlines. Always use the PDot font to knock
out to white, and never color the font.

Usage rights

knock out the

Pfizer retains the exclusive rights to PDot. When
sharing the font with external agencies, colleagues
should have written agreements that prevent the
usage of the font for projects other than Pfizer’s.

The font can be downloaded from the Extranet at:

(id.pfizer.com)

font to white.
ABCDEFGHIJKLMNOPQRSTUVW
XYZ abcdefghijklmnopqrstuvwxy
z!@#$%^&*()_+{}[]|\?.,;’
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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer fonts

Display font: don’ts General Users Communications Professionals Design Agencies

Donec euismod nisi sed

urna sagittis ultricies
Discovery DISCOVERY

DO NOT use the display font in a multiline headline. DO NOT color the display font. Always use it as a
knockout to white.
Discovery
DO NOT crop the display font. DO NOT use the display font in all caps.

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
Discovery
pharetra tempor. Nulla viverra
dapibus.

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.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Pfizer fonts

System font General Users Communications Professionals Design Agencies

Arial Regular
Pfizer’s system font is Arial. Only use it when
FS Albert is not available.

Arial Italic
When to use
Situations where FS Albert cannot be used include
but are not restricted to: Microsoft PowerPoint,
Microsoft Word documents, or HTML content on

Arial Bold
web applications.

Arial Bold Italic

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Pfizer Corporate Brand Standards / Visual Identity / 1. The masterbrand

How to build a layout General Users Communications Professionals Design Agencies

This section provides guidance for creating Pfizer materials. It shows

how to combine key elements: the typeface (FS Albert and PDot), color,
imagery, and illustration. It also includes samples that demonstrate how
to use these elements while adhering to solid graphic design concepts
to create on-brand materials.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Placing the photos General Users Communications Professionals Design Agencies

Step 1
Choose an image.

Step 2
Crop the image within the designated image Opportunities to
margins or crop the image within the entire content Build Partnership
area for a full bleed approach. New acquisitions for a healthier world

Ensure sufficient contrast and legibility for fonts,

illustrations, and the Pfizer logo.

Content area
image area

Opportunities to
Build Partnership
New acquisitions for a healthier world

Opportunities to
Build Partnership
New acquisitions for a healthier world

Brand area

U.S. letter size is used for sample purposes.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Placing the PDot font General Users Communications Professionals Design Agencies

Step 1
Choose a word or words or a short headline to
render in PDot.

Step 2
Opportunities to
Typeset your selection in PDot and render in white. Build Partnership
Ensure that the PDot font is at least twice the size New acquisitions for a healthier world

of the title and that there is sufficient contrast to

ensure readability. Do not use size the PDot font
below 36 pts.

Content area

Opportunities to
Build Partnership
New acquisitions for a healthier world

Opportunities to
Build Partnership
New acquisitions for a healthier world

Brand area

U.S. letter size is used for sample purposes.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Placing the Dot Illustrations General Users Communications Professionals Design Agencies

Step 1
Choose a theme in the illustration library that
aligns with the messaging.

Step 2
Opportunities to
Place the chosen Dot Illustrations in the Build Partnership
content area. Render the Dot Illustrations in New acquisitions for a healthier world

white, ensuring there is sufficient contrast for

legibility and that the illustration does not violate
or obscure other elements within the layout (fonts
and photos).

Content area

Opportunities to
Build Partnership
New acquisitions for a healthier world

Opportunities to
Build Partnership
New acquisitions for a healthier world

Brand area

U.S. letter size is used for sample purposes.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Combining fonts, photos, and Dot Illustrations General Users Communications Professionals Design Agencies

Balancing the main elements of the Pfizer Logo

visual system in layouts is useful for telling
strong Pfizer stories.

Inspire
The following shows examples of Pfizer visual
elements, and the layout demonstrates how to
most effectively combine these pieces.

Grid Color

Fonts

FS Albert Opportunities to
Build Partnership
PDot
Photos

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Sample brochure covers General Users Communications Professionals Design Agencies

Cover 1
PDot display font is used to emphasize
Opportunities to Opportunities to
the message communicated by the image
and headline.
Build Partnerships Build Partnerships
New acquisitions for a healthier world New acquisitions for a healthier world

Cover 2
Use Dot Illustrations to enhance story.

Cover 3
Font and image combine to tell a complete story.

Opportunities to

Discovery Build Partnerships

New acquisitions for a healthier world

Cover 1 Cover 2 Cover 3

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Sample spreads General Users Communications Professionals Design Agencies

These examples demonstrate how font, photos,

color, and illustration can be combined to create a “This is the quote or callout risus id eleifend convallis, enim

distinct Pfizer look and feel. urna egestas quam, nec bibendum massa nisl eget nisl.
Curabitur nibh arcu, gravida in fermentum id, feugiat eu
eros. Donec nisi tortor, laoreet vel rutrum in, lobortis vitae
ante. Pellentesque adipiscing dolor non arcu gravida
volutpat. Sed mattis augue ac enim placerat porttitor.”
Spread 1 1 2 3 4

Typographic hierarchy (using FS Albert), Dot

Pellentesque posuere, Duis imperdiet mi at dui Donec vel est ipsum. Nullam malesuada risus
lectus nec imperdiet blandit tristique. Nunc Aenean tortor augue, vitae elit mollis eget
auctor, erat lectus egestas ultrices odio eget massa ornare vitae mollis eget, sagittis eros tempor.
mauris, quis dapibus ligula pulvinar accumsan. Etiam dapibus vitae odio. placerat vitae, vestibulum
mi vel dui. Sed laoreet, malesuada ligula et ligula Vivamus erat leo, sed nunc.

Illustration on a color background combine on this

nibh a fringilla pulvinar, cursus tincidunt. bibendum eu
orci ante euismod sem,

spread to tell a complete story.

Spread 2 Curabitur egestas tellus sed lorem egestas Nullam malesuada risus vitae elit mollis eget

Typographic hierarchy (using FS Albert), Dot

bibendum euismod tortor sagittis eros tempor
Praesent tincidunt nibh vel

Illustration and photo combine on this spread to tell

Enim porttitor mi, eu Mauris vulputate ultricies. Donec luctus, ante vitae nulla, venenatis eget condimentum vel, cursus in elit. Sed Praesent tincidunt nibh vel sollicitudin pulvinar magna vel malesuada. Integer odio nulla,
commodo magna urna consectetur fermentum, nunc felis scelerisque orci, et et mi enim. Donec et diam est. Donec at neque purus. enim porttitor mi, eu Mauris vulputate ultricies. Donec luctus, ante vitae venenatis eget condimentum vel, cursus in elit. Sed et mi enim.
sed augue. Duis eget enim commodo magna urna Donec et diam est. Donec at neque purus. Tras vehicula, dui nec
diam, et venenatis felis. fringilla magna ligula non tortor. Nam a sem eget ante Tras vehicula, dui nec porta imperdiet, purus dui iaculis consectetur fermentum, nunc felis scelerisque orci, et
sed augue. Duis eget enim porta imperdiet, purus dui iaculis magna, sed eleifend dui sem non.
Quisque vulputate, lorem pulvinar iaculis nec eu tortor. Suspendisse potenti. magna, sed eleifend dui sem non lectus. Nunc aliquam diam, et venenatis felis. fringilla magna ligula non tortor. Nam a sem eget ante

a complete story.
et suscipit venenatis, Suspendisse imperdiet nisl vitae felis consectetur eleifend. lacinia felis, quis mollis mauris suscipit sit amet. Phasellus Quisque vulputate, lorem pulvinar iaculis nec eu tortor. Suspendisse potenti. Lacinia felis, quis mollis mauris suscipit sit amet. Phasellus varius
augue enim egestas et suscipit venenatis,
augue, eu aliquet felis Duis libero est, accumsan mattis suscipit eu, tincidunt nec varius facilisis tristique. Aliquam erat volutpat. Maecenas augue enim egestas
Suspendisse imperdiet nisl vitae felis consectetur eleifend. facilisis tristique. Aliquam erat volutpat. Maecenas elementum
metus vitae dolor. ipsum. Nulla vulputate, nulla sit amet aliquam elementum malesuada euismod. Nunc sed augue massa, augue, eu aliquet felis Duis libero est, accumsan mattis suscipit eu, tincidunt nec malesuada euismod. Nunc sed augue massa, at lobortis purus.
elementum, est justo scelerisque justo, sed luctus arcu at lobortis purus. Nunc dapibus nibh quis diam consequat metus vitae dolor. ipsum. Nulla vulputate, nulla sit amet aliquam Nunc dapibus nibh quis diam consequat non vehicula sem tincidunt
Proin enim est, malesu ultricies nibh et nist
ada eu adipiscing ultrices, lectus fringilla massa. Maecenas tincidunt, odio sed non vehicula sem tincidunt. elementum, est justo scelerisque justo
dictum sit amet massa. euismod elementum, elit nisl malesuada tortor, vitae
Donec vulputate felis a tempor nunc libero non sem. Suspendisse bibendum, est Cras eget vestibulum sem sed luctus arcu lectus fringilla massa. Maecenas tincidunt,
diam blandit id ornare
vel tempus luctus, nisl diam condimentum dui, vitae Maecenas ultricies nibh et nisi tristique imperdiet. Donec odio sed euismod elementum, elit nisl malesuada tortor,

Spread 3
turpis commodo. Sed
lectus metus, blandit purus nisi tempor metus. Cras vehicula mollis nec sapien massa, in ultrices sem. Proin faucibus justo id vitae tempor nunc libero non sem. Suspendisse bibendum,
mauris, vel consectetur nunc scelerisque in. Nulla facilisi. mi congue quis ullamcorper turpis aliquam. Sed mattis, est vel tempus luctus, nisl diam condimentum dui, vitae
Quisque quis odio eu dui fringilla egestas in vel mi. Mauris purus ut vestibulum fermentum. blandit purus nisi tempor metus. Cras vehicula mollis
sollicitudin pulvinar magna vel malesuada. Integer odio mauris, vel consectetur nunc scelerisque in. Nulla facilisi.

Typographic hierarchy (using FS Albert) and photo

Quisque quis odio eu dui fringilla egestas in vel mi. Mauris

combine on this spread to tell a complete story.

17 17

Spread 1 Spread 2
Spread 4
Typographic hierarchy (using FS Albert), PDot display
font, and photo combine on this spread to tell a
complete story.

Wonder
29%
22% population 20,234 people
Nam liber tempor cum soluta Dvulputate velit esse molestie
nobis eleifend option congue nihil consequat, vel illum dolore eu
imper dieoming id quod mazim feugiat nulla facilisis at vero eros
placerat facer possim et accumsan et iustoe

of cases
Praesent tincidunt nibh vel
Mauris vulputate ultricies. Donec luctus, ante vitae consectetur sollicitudin pulvinar magna vel malesuada. Integer odio nulla,
Pellentesque varius, mi id tempus interdum, tellus enim mollis eros,
fermentum, nunc felis scelerisque orci, et fringilla magna ligula non venenatis eget condimentum vel, cursus in elit. Sed et mi enim. Donec ac consequat dolor odio nec eros. Vivamus vel nulla non lorem
tortor. Nam a sem eget ante pulvinar iaculis nec eu tortor. Suspendisse et diam est. Donec at neque purus. Tras vehicula, dui nec porta
potenti. Suspendisse imperdiet nisl vitae felis consectetur eleifend. imperdiet, purus dui iaculis magna, sed eleifend dui sem non lectus. luctus tristique nec vel turpis. Aliquam id nibh quam, a commodo orci.
Duis libero est, accumsan mattis suscipit eu, tincidunt nec ipsum. Nulla Nunc aliquam lacinia felis, quis mollis mauris suscipit sit amet.
vulputate, nulla sit amet aliquam elementum, est justo scelerisque Phasellus varius facilisis tristique. Aliquam erat volutpat. Maecenas Nullam quis lorem id ligula laoreet tincidunt. Curabitur vitae lacinia
justo, sed luctus arcu lectus fringilla massa. Maecenas tincidunt, odio
sed euismod elementum, elit nisl malesuada tortor, vitae tempor nunc
elementum malesuada euismod. Nunc sed augue massa, at lobortis
purus. Nunc dapibus nibh quis diam consequat non vehicula sem
libero. In aliquam malesuada semper. Ut adipiscing vulputate dolor
libero non sem. Suspendisse bibendum, est vel tempus luctus, nisl tincidunt. a molestie. Mauris elit justo, volutpat non pharetra non, vestibulum ut
diam condimentum dui, vitae blandit purus nisi tempor metus. Cras
vehicula mollis mauris, vel consectetur nunc scelerisque in. Nulla mauris. Nulla felis metus, posuere sed iaculis id, eleifend at lorem.
facilisi. Quisque quis odio eu dui fringilla egestas in vel mi. Mauris
In mauris erat, blandit quis aliquet quis, semper in lacus. Nullam sit
amet enim felis, ac placerat est. Fusce viverra vestibulum tellus a
laoreet. Nulla massa sapien, aliquet a porttitor eu, vulputate et dolor.
Nulla aliquam dolor a est tristique vel pulvinar odio pharetra.

05
06

Spread 3 Spread 4

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Sample slim jims General Users Communications Professionals Design Agencies

These examples demonstrate the flexibility that is

Care
possible when using the various elements properly.
Improving Access Improving Access
Slim jim 1
Font and image combine to tell a complete story.
to Good Medicine to Good Medicine
Sed tincidunt diam in augue sagittis
Sed tincidunt diam in augue sagittis
molestie tempor neque vehicula. Vivamus
Slim jim 2 nec odio nulla, id luctus est. Phasellus
molestie tempor neque vehicula. Vivamus
Use Dot Illustrations to enhance a story. nec odio nulla, id luctus est. Phasellus
convallis commodo lacus, eget aliquam
convallis commodo lacus, eget aliquam
quam ultrices a. Cras a augue mi, vitae
quam ultrices a. Cras a augue mi, vitae
posuere dolor.
Slim jim 3 posuere dolor.
Font and image combine to tell a complete story.

Improving Access
to Good Medicine

Slim jim 1 Slim jim 2 Slim jim 3

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / How to build a layout

Sample posters General Users Communications Professionals Design Agencies

Sample posters demonstrate how the elements

come together to support and enhance the
messaging. They also show how a story can be
energized by varying image styles and placement
of font on the Pfizer grid.

Poster 1
Typographic hierarchy (using FS Albert), PDot display
font and photo combine on this spread to tell a
complete story.

Poster 2
Typographic hierarchy (using FS Albert), Dot
Illustrations, and photo combine on this poster
to tell a complete story.

Imagine Providing High-value Medicines

for People Around The World

tomorrow
Donec fermentum leo eu metus pharetra pharetra. Proin convallis enim eget metus. Fusce interdum ligula eu risus pellentesque
malesuada orci in rutrum. Sed mattis malesuada lacinia. Ut tempor eleifend. Integer sit amet semper sem. Pellentesque tincidunt nisi sit
ante et leo iaculis ut lacinia eros pharetra. Sed turpis lorem, sagittis amet eros tempor egestas. Mauris feugiat nunc quis odio tincidunt
vel fringilla a, tincidunt aliquet leo. Nam egestas sollicitudin viverra. nec hendrerit mi venenatis. Sed sit amet dictum tellus. Duis lacinia
Quisque sed augue non elit blandit tristique sit amet eu ligula. dapibus quam, sed commodo ante cursus faucibus. Morbi aliquam
Fusce non sapien sit amet eros euismod pharetra porta non velit. interdum ligula, id dapibus eros condimentum eu. Cras dapibus
Vivamus vitae sem a risus aliquet feugiat vestibulum sit amet odio. commodo malesuada.
Sed fermentum convallis vestibulum. Integer tempus, diam id
fringilla pretium, tellus urna vehicula lacus, sit amet viverra velit
Donec fermentum leo eu metus pharetra pharetra. Proin convallis
malesuada orci in rutrum. Sed mattis malesuada lacinia. Ut tempor
ante et leo iaculis ut lacinia eros pharetra. Sed turpis lorem.

Poster 1 Poster 2

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Pfizer Corporate Brand Standards / Corporate brand style

Systems

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Pfizer Corporate Brand Standards / Corporate brand style

Office system
Stationery reflects upon individuals as well as on the Corporation.
It is particularly critical that stationery project the desired Pfizer image.
The approved layouts for various stationery items are shown in this
section. Specifications cover paper stock, color, fonts,
and positioning of typographic elements.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Systems / Office system

Business card General Users Communications Professionals Design Agencies

3.5”
Fonts
Name: FS Albert Bold 8/10 pts. .2”
Title: FS Albert Light 8/10 pts. .65”
Division, Business Unit, or Segment: FS Albert Light 8/10 pts.
Address: FS Albert Light 7/9 pts. Employee Name
Title Line 1
Phone & Fax: FS Albert Light 7/9 pts. Division or Business Unit
1.8”
Email: FS Albert Light 7/9 pts. .34”
Pfizer Inc
Set all text u&lc, flush left, ragged right, 235 East 42nd Street, New York, NY 10017-5755
Tel 212 733 0000 Fax 212 733 0000
normal tracking. Email [email protected]
.18”

Use two-letter, all-capital abbreviations for states.

Color .375” .85”

Pfizer Logo: PMS Process Blue
Text: Black

Logo width
0.5” or 1.27 cm

Printing Method:
Offset

Paper
Bright White 100lb

Advanced professional degree designation

Advanced professional degree designation should be used only
for situations in which there is a strong business reason. Only
advanced degrees approved by Pfizer HR, such as M.D., Ph.D.,
PharmD, or similar, should be used.

QR Code
QR codes should only be used for situations in which there is a
strong business reason. The preferred placement of a QR code
is on the back of the business card. Alternative placement of the
code is on the lower right of the card to avoid text and logo.

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Systems / Office system

Corporate No. 10 envelope General Users Communications Professionals Design Agencies

Format 9.5”
No. 10 (9.5” x 4.125”)
.25”
Fonts
Pfizer Inc: FS Albert Bold 10/11 pts.
.75”
Address: FS Albert Light 9/11 pts.
Pfizer Inc
235 East 42nd Street
Set all text u&lc, flush left, ragged right, New York, NY 10017
normal tracking.

Use two-letter, all-capital abbreviations for states.

4.125”
Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo width:
0.75”

Printing Method
Offset

Paper
.25”
Bright White 100lb

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Systems / Office system

Corporate letterhead General Users Communications Professionals Design Agencies

Format 8.5”
8.5” x 11”
.35”

Fonts
Pfizer Inc: FS Albert Bold 10/11 pts. 1.5”
Address: FS Albert Light 9/11 pts.
Web Address: FS Albert Bold 10 pt.
Pfizer Inc
235 East 42nd Street
New York, NY 10017
Set all text u&lc, flush left, ragged right,
normal tracking.

Use two-letter, all capital-abbreviations for states.

Color
Pfizer Logo: PMS Process Blue
Text: Black
URL: PMS Process Blue

Logo height:
0.5” or 1.27 cm”
10.65”

Printing Method:
Offset

Paper:
Bright White 100lb

www.pfizer.com

.35”
1.5” 1.25”

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Pfizer Corporate Brand Standards / Corporate brand style /The masterbrand / Systems / Office system

Personalized monarch letterhead General Users Communications Professionals Design Agencies

Format
7.25” x 10.5” 7.25”

.35”
Fonts
Employee Name: FS Albert Bold 10/11 pts.
Title: FS Albert Light 9/11 pts. 1.5”
Division, Business Unit, or Segment: FS Albert Light 9/11 pts.
Employee Name Pfizer Inc
Pfizer Inc: FS Albert Light 9/11 pts. Title Line 1
Title Line 2
235 East 42nd Street New York, NY 10017
Tel: 212 733 1237 Fax 212 573 2137
Address: FS Albert Light 9/11 pts. Division or Business Unit

Web Address: FS Albert Bold 10 pt.

Set all text u&lc, flush left, ragged right,

normal tracking.

Use two-letter, all-capital abbreviations for states.

Color
Pfizer Logo: PMS Process Blue
Text: Black
10.15”
URL: PMS Process Blue

Logo height:
0.5” or 1.27 cm”

Printing Method:
Offset

Paper:
Bright White 100lb

Advanced professional degree designation

Advanced professional degree designation should be used only for
situations in which there is a strong business reason. Only advanced
degrees approved by Pfizer HR, such as M.D., Ph.D., PharmD, or similar,
should be used. www.pfizer.com

.35”

1” 2.5” 1.25”

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Mailing label General Users Communications Professionals Design Agencies

Format 6”
6” x 3”
.25”
Fonts
Pfizer Inc: FS Albert Bold 10/11 pts.
.75”
Address: FS Albert Light 9/11 pts.
Pfizer Inc
235 East 42nd Street
Set all text u&lc, flush left, ragged right, New York, NY 10017
normal tracking. 3”
Use two-letter, all-capital abbreviations for states.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo width:
0.75”
.25”
Printing Method:
Offset

Paper:
Bright White 100lb

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Notepad General Users Communications Professionals Design Agencies

Format 5.5”

8.5” x 8.25” .25”

Fonts 1.125”
Employee Name: FS Albert Bold 10/11 pts.
Employee Name
Title: FS Albert Light 9/11 pts. Title Line 1
Title Line 2
Pfizer Inc: FS Albert Light 9/11 pts. Pfizer Inc
Division or Business Unit
Division, Business Unit, or Segment: FS Albert Light 9/11 pts.

Set all text u&lc, flush left, ragged right,

normal tracking.

Use two-letter, all-capital abbreviations for states.

Color
Pfizer Logo: PMS Process Blue
8.25”
Text: Black

Logo width:
0.75”

Printing Method:
Offset

Paper:
Bright White 100lb

Advanced professional degree designation

Advanced professional degree designation should be used only for
situations in which there is a strong business reason. Only advanced
degrees approved by Pfizer HR, such as M.D., Ph.D., PharmD, or similar,
should be used.
.25”

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A4 letterhead General Users Communications Professionals Design Agencies

21 cm
Format
A4 1 cm

Fonts 4 cm
Pfizer Inc: FS Albert Bold 10/11 pts.
Address: FS Albert Light 9/11 pts.
Web Address: FS Albert Bold 10 pt. Pfizer Inc
Address Line 1
Address Line 2

Set all text u&lc, flush left, ragged right,

normal tracking.

Use two-letter, all-capital abbreviations for states.

Color
Pfizer Logo: PMS Process Blue
Text: Black
URL: PMS Process Blue

Logo height:
28.7 cm
0.5” or 1.27 cm”

Printing Method:
Offset

Paper:
Bright White 100lb

www.pfizer.com
1 cm

3.75 cm 3.25 cm

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A4 personalized letterhead General Users Communications Professionals Design Agencies

21 cm
Format
A4 1 cm

Fonts 4 cm
Employee Name: FS Albert Bold 10/11 pts.
Title: FS Albert Light 9/11 pts.
Division, Business Unit, or Segment: FS Albert Light 9/11 pts Employee Name Pfizer Inc
Title Line 1 Address Line 1
Title Line 2 Address Line 2
Division or Business Unit Tel: 212 733 1237 Fax 212 573 2137
Pfizer Inc: FS Albert Bold 9/11 pts.
Address: FS Albert Light 9/11 pts.

Web Address: FS Albert Bold 10 pt.

Set all text u&lc, flush left, ragged right,

normal tracking.

Use two-letter, all-capital abbreviations for states.

Color
28.7 cm
Pfizer Logo: PMS Process Blue
Text: Black
URL: PMS Process Blue

Logo height:
0.5” or 1.27 cm”

Printing Method:
Offset

Paper:
Bright White 100lb

www.pfizer.com
1 cm

3.75 cm 6.25 cm 3.25 cm

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PowerPoint General Users Communications Professionals Design Agencies

This is a basic PowerPoint template than can

be used by the five Divisions that represent and PowerPoint Title PowerPoint Title
manage the key operating areas where Pfizer
generates business value as well as by the Enabling Second Line Second Line
Functions that include the permanent departments PowerPoint Subtitle Here PowerPoint Subtitle Here
and sub-departments that provide guidance,
support, and resources for Divisions and Business
Units throughout Pfizer.

PowerPoint templates can be downloaded from the

Brand ID site at: (id.pfizer.com)

Title Options

Slide Title Column Chart Title

Second Line (optional) 7.0
First level text – this line will automatically wrap to the
appropriate margin and indent after the first line of text 6.0

• Indent level 1 5.0

– Indent level 2 4.0

1st Section

• Indent level 3 2nd Section

3rd Section
– Indent level 4 3.0
4th Section
2.0 5th Section
6th Section
1.0

0.0

Text Slides

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e-Mail signature General Users Communications Professionals Design Agencies

Fonts
Employee Name: Arial Bold 11 pt.
Title: Arial 10 pt.
Division, Business Unit, or Segment: Arial 10 pt.
Phone & Fax: Arial 10 pt.
Web Address: Arial underlined 10 pt.

Set all text u&lc, flush left, ragged right,

normal tracking.

Use two-letter, all-capital abbreviations for states.

Color
Pfizer Logo: RGB 2-color Employee Name
Text: Black Title Line 1
Division, Business Unit or Segment
Tel: 212.733.0000
Fax: 212.733.0000
Logo or Signature www.pfizer.com
12 pt Arial
Either the Pfizer logo or an approved department
signature may be used.

Size: Height should be the standard

"pfizer_rgb_pos.jpg" file (available at id.pfizer.com)
and reduced to 20%
Spacing: The Pfizer logo or approved signature is to
be inserted one full Arial 12 pt. return away from the
bottom of the signature block.

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Divisions and Enabling Functions

Signature Standards
Incorrect Uses

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Divisions and Enabling Functions General Users Communications Professionals Design Agencies

Divisions and Enabling Functions are centralized corporate functions

and indicators of the organizational structure, and are displayed in a
consistent, but not a visually distinctive, manner.

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Signature standards General Users Communications Professionals Design Agencies

Size Relationship
The height of the Division name or Enabling
Function is 1/3 the height of the Pfizer logo. Set x 1/3x
names in FS Albert Regular, all caps. Separate the
Pfizer logo and name by a distance equal to the
height of the “z” in the Pfizer logo.

Color
Use the 2-color positive logo whenever possible in
the signature. Treat names in black or white only
(knockout on dark backgrounds). Use an all black
x 1/3x
version when the application requires a simplified
mark in black (e.g., fax sheet, premium items, small
sizes, silkscreen, etc.).

Subtitles
Subtitle is 1/4 the height of the Division or Enabling
Function name. Set subtitle in FS Albert Regular, x 1/3x
caps and lower case with +2 line spacing. Treat 1/4x
subtitle in Pfizer Blue. When using the signature on 1/4x
a dark color from the corporate color palette, treat
the signature, and subtitle, in white. When using
signatures on light colors from the palette, like
yellow or light blue, treat the subtitle in black.

x 1/3x
1/4x
1/4x

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Incorrect uses General Users Communications Professionals Design Agencies

Here are examples of signatures that do not

comply with the Division and Enabling Function
signature standards.

DIVISION NAME ENABLING FUNCTION

DO NOT use the name without the logo. DO NOT use in any color but black or white (knockout).

Division Name Division Name

DO NOT create special logos. DO NOT set names in upper and lower case.

Enabling Function Division Name

DO NOT use as a Business Unit signature.

DO NOT add drop shadows or other effects.

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Programs, Initiatives, Applications, and Events

Signature elements toolkit
Signature examples
Incorrect uses

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Programs, Initiatives, Applications, and Events General Users Communications Professionals Design Agencies

Pfizer Programs, Initiatives, Applications and Events signatures celebrate

and promote work that Pfizer is doing around the globe. These entities
have a special relationship with the Pfizer brand and may require
a unique signature. When selecting an appropriate name for your
Programs, Initiatives, Applications or Events, do not use “Pf” in the name.

The brand tools and examples below will help you develop a unique
signature in the Pfizer brand style. These examples show how you can
use the Pfizer fonts, corporate colors, Dot Illustration style, and other
tools to develop a signature.

All new signatures must be approved in advance by the Brand

Identity Group. Please contact the Brand Identity Group to begin
the approval process.

Program names and logos, whether for external or internal use, also
require approval from Legal-Trademarks to determine whether a
trademark search is required; please budget several weeks in case
searching is needed, and bear in mind that additional time will be
needed if a name is found to be unavailable. Please contact
Tiffany Trunko to begin the approval process with Legal-Trademarks.

Follow these standards when developing Programs, Initiatives,

Applications and Events signatures.

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Signature elements toolkit General Users Communications Professionals Design Agencies

Use the brand style elements in the signature toolkit

Pfizer
to develop a unique signature in the Pfizer brand
style. Use either the Pfizer logo, Pfizer name style or A Program
Pfizer Program endorsement together with the other
signature elements to develop a signature. Do not
use more than one form of the Pfizer name and logo Pfizer Logo Pfizer Name Style Pfizer Program Endorsement
in a signature. When selecting an appropriate name Use the Pfizer logo in the signature to If you are not using the Pfizer logo, use the If you are not using the Pfizer logo, use the
for your Programs, Initiatives, Applications, or Events indicate a strong association with the Pfizer Pfizer name style, with its distinctive “fi” Pfizer Program endorsement to associate
do not use “Pf” in the name. brand. If you use the Pfizer logo in a signature, ligature, to link the program name to Pfizer. the Program to Pfizer. If you use the Pfizer
do not use the Pfizer name style or the Pfizer Set the Pfizer name in FS Albert Bold, caps and Program endorsement in a signature, do not
Program endorsement. lower case, with “fi” ligature. Always use in Pfizer use the Pfizer logo or the Pfizer name style.
Blue and treat in black or white for specific This is the preferred style for externally facing
applications where legibility is needed. If you Programs, Initiatives, Applications, and Events.
use the Pfizer name style in a signature, do
not use the Pfizer logo or the Pfizer
Program endorsement.

FS Albert Light
ALL CAPS
FS Albert Light Italic
FS Albert Regular
Pfizer Blue Gray Black White

FS Albert Italic Blue Purple Magenta Red Light Red Orange

FS Albert Bold
FS Albert Bold Italic Yellow Light Green Green Cyan Light Blue

FS Albert Fonts Colors Dot Illustrations

Use these FS Albert fonts—in all lower case, Use any of the colors from the Pfizer corporate When developing a special logo for a program,
caps, and lower case and all caps—for color palette. Use one or two colors in a initiative , application, or event, use the Pfizer
program, initiative, application and event signature, but never more than two. Refer Dot Illustration style. Use an illustration from
names, and descriptors. to the Colors section in the Brand ID Center the Dot Illustration Library or create your own
for primary and secondary color palette Dot illustration using the Pfizer color palette.
specifications. Always work with a design professional when
developing a logo. For guidance on using our
Dot Illustrations, refer to the Dot Illustrations
section in the Brand ID Center.

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Signature examples General Users Communications Professionals Design Agencies

These examples show how you can use the

signature elements — FS Albert fonts, colors from
the corporate color palette and Pfizer Dot Illustration x 1/3x 1/3x
1/4x
A Program
style—to develop unique Programs, Initiatives, Program Name Subtitle 1/4x
Applications, and Events signatures in the Pfizer style.

All new signatures must be approved in advance by

Pfizer Logo and Name Lock-up Program Subtitle Pfizer Program Endorsement
the Brand Identity Group. Please contact the Brand
Use this signature style to indicate a strong Always treat the subtitle or descriptor in Use the Pfizer Program Endorsement when
Identity Group to begin the approval process.
association between the Pfizer brand and the black, or in the color of the Program name. you do not use a Pfizer logo and name lock-up.
Program name. Steer clear of signature designs In this example, we mix two colors from the Always place the Pfizer Program endorsement
that resemble Business Unit or Segment corporate color palette. We also set the name below, and flush left with, the Program name.
signatures and/or Division and Enabling in all caps. Steer clear of signature designs that Separate the Program name from the Program
Function signatures. Use one or two FS Albert resemble Business Unit, Division, and Enabling endorsement by a distance equal to the height
font styles for the program name. In this Function signatures. of the Pfizer logo.
example, we mix two FS Albert fonts—light
and bold. Use one or two colors from the Pfizer Separate the Pfizer logo and Program name by
corporate color palette. a distance equal to the height of the “z” in the
Pfizer logo. Make the cap height of the Program
Separate the Pfizer logo and Program name by name 1/3 the height of the Pfizer logo and
a distance equal to the height of the “z” in the align the Program name with the Pfizer name
Pfizer logo. Make the cap height of the Program in the logo. Make the cap height of the subtitle
name 1/3 the height of the Pfizer logo and 1/4 the cap height of the Program name.
align the Program name with the Pfizer name
in the logo.

>3/4x
x
x
x
PROGRAM NAME x

x A Program

Program Logo Program Wordmark Pfizer Name Style

Use the Pfizer Dot Illustration Style to develop You can integrate the Pfizer Dot Illustration If using the Pfizer name style to associate
unique Programs, Initiatives, Applications, or element into the signature to enhance, and the Program name with Pfizer be sure that the
Event logos. Do not use a Program logo with amplify, the Programs, Initiatives, Applications, Pfizer name style is at least 3/4 the height of
the Pfizer logo. To associate the Program with or Event name. Do not use the Pfizer logo with the Program name. Do not run Dot Illustrations
Pfizer, use the Pfizer name style (if Pfizer is part these wordmark signatures. To associate the over the Pfizer Program endorsement.
of the Program name) or use the Pfizer Program Program with Pfizer, use the Pfizer name style (if
endorsement. Pfizer is part of the Program name) or use the
Pfizer Program endorsement. Do not run Dot
Illustrations over the Pfizer Program endorsement.

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Incorrect uses General Users Communications Professionals Design Agencies

Here are examples of signatures that do not comply

with the signature system standards.

life TM

Do not lockup any unapproved Do not place the Pfizer logo under Do not lockup any unapproved artwork Do not use fonts other than FS
artwork or visual elements with the the Program name, unless it appears or visual elements with the Pfizer logo. Albert for Programs, Initiatives,
Pfizer logo and follow the clear space in the Pfizer Program endorsement. Multiple versions of the Pfizer logo will Applications, and Events names.
guidelines outlined in the Pfizer Logo Give the Pfizer logo and Program name dilute our visual brand identity. Always use the Pfizer Dot Illustration
section of this Brand ID Center. equal weight. Style for Program logos. Always use
Multiple versions of the Pfizer logo will Use no more than two colors from the the Pfizer name style, with the “fi”
dilute the strength of our Corporate corporate color palette for Pfizer names ligature, for the Pfizer name.
Brand Identity. and logos.

Do not use fonts other than FS Albert for

Programs, Initiatives, Applications, and
Event names. The FS Albert font is available
in many language versions. Refer to the
Fonts section of the Brand ID Center for
more on FS Albert and how to purchase.

Do not fill the Pfizer oval with other Do not use the PDot font for Programs, If you integrate the Dot Illustration
graphic elements. Multiple Versions of Initiatives, Applications, and Events into the signature, do not place the
the Pfizer logo will dilute the strength signatures. The PDot font was designed Dot Illustration over the Program
of our brand identity. as a large display font and does not name. This clutters up the signature.
work well in small sizes. If you lock up Instead, place the Dot Illustration
the Pfizer logo to the Program name, the behind the Program name (as shown
cap height of the Program name must in the “Pfizer ABC” example here).
be 1/3 the height of the Pfizer logo. Do
not lock up the Pfizer corporate tagline
with any Business Unit, Division, Enabling
Function, or Program name. Lock up the
tagline with Pfizer logo only. For more,
refer to the Tagline section in this Brand
ID Center.

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Pfizer Corporate Brand Standards / Corporate brand style

Interactive Design Standards

Introduction
Page Layout
Color and tints
Navigation
Transitions
Icon Development for Mobile Apps and Web

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Interactive design General Users Communications Professionals Design Agencies

Interactive design presents a unique palette to develop on and calls for

a more robust set of standards to specifically address the needs of the
audience. More and more content is being produced and distributed
through an interactive platform, and the corporate brand should be
maintained throughout this medium.

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Page layout General Users Communications Professionals Design Agencies

When creating interactive designs (i.e. website,

apps, or e-learning modules), be sure to follow
the corporate brand standards when defining a
hierarchy of information.

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Color and tints General Users Communications Professionals Design Agencies

PfizerWorld Blue is a unique color PfizerWorld Blue

in the color palette that is only
to be used on PfizerWorld and its
internal communications.
PfizerWorld Blue
Specific screens (i.e., 75%, 50%, R42, G110, B187
and 25%) of each color are Hex #2A6EBB
designed to add visual depth
and flexibility and to convey
additional levels of information
hierarchy. Tints are also allowed
in navigation elements of
interactive design.
PfizerWorld Blue Tints

PfizerWorld Blue
100%

75% 25%

50%

Pfizer Blue Pink Light Blue Light Green Cyan Orange

100% 100% 100% 100% 100% 100%

75% 25% 75% 25% 75% 25% 75% 25% 75% 25% 75% 25%
50% 50% 50% 50% 50% 50%

Yellow Purple Green Light Red Red Reflex Blue

100% 100% 100% 100% 100% 100%

75% 25% 75% 25% 75% 25% 75% 25% 75% 25% 75% 25%

50% 50% 50% 50% 50% 50%

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Navigation General Users Communications Professionals Design Agencies

Navigation is a key aspect of any interactive design

architecture. The quality of the navigation helps
determine a user’s ability to easily find content on a
website or in an application.

Navigation is not the place to get creative. Use standard

naming conventions when possible (e.g., “About,”
Contact,” “Products”) and try to make the navigation
labels as obvious as possible, as they help users move
easily between different areas of the site.

Transparencies or tints can be used for navigation

elements as they help establish a hierarchy of information.

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Navigation style General Users Communications Professionals Design Agencies

Most important screen first

Users start looking from the top on sites and apps, therefore it is best to
put the most important most frequently accessed pages at the top.

Not Too Many Top-Level Pages

If there are too many top-level pages in your navigation, users are not
able to scan quickly for information.

Match navigation links to page titles.

If a page is titled “Contact,” its navigation link should be named the same.

Child pages in navigation

Regular pages can have child pages (pages under them). This is a nice way
to organize large quantities of content without overwhelming the navigation.
Do not add child pages in more than one place in the navigation. This is
called polyhierarchy, and it’s generally confusing to users.

Avoid external links

Avoid linking out to other websites from your main navigation system,
this can be disorienting to users.

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Transitions General Users Communications Professionals Design Agencies

Transitions are interactions that smooth the boundaries between

application states, helping tell a story or establishing an interactive
metaphor. Generally speaking, transitions help facilitate recall and
prevent users from getting lost.

There are a wide range of transitions from which you can choose,
but the best choice is one that adds rationale to the interaction(s)
you are facilitating.

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Transitions: don’ts General Users Communications Professionals Design Agencies

When using transitions, always ensure that it supports the hierarchy

of information, making sure the users know where focus their
attention.

DO NOT use hard cuts or transitions as they can be unpleasant to

the user experience

DO NOT use congruent motion transitions as it can provide no

indication to the user of what information is most important

DO NOT confuse the user with inconsistent or chaotic motion

transitions as it can be distracting and prevent the user from
understanding the information

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Icon development for mobile apps and web General Users Communications Professionals Design Agencies

Icons play an essential part in communicating with users and are the
place where branding and design should come together into a strong,
instantly recognizable element.

The brand tools and examples that follow will help you develop an
icon in the Pfizer brand style according to your approved Programs,
Initiatives, Applications or Events.

All new icons must be approved in advance by the Brand Identity Group.
Please contact the Brand Identity Group to begin the approval process.

Follow these standards when developing new icons for mobile apps
and the web.

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Icon standards General Users Communications Professionals Design Agencies

Icon Style
Icon development should be flat and either rely on
portraying a component of the Programs, Initiatives,
Applications or Events signature or use a simple
symbol to convey the message. Any vector symbols
must be minimally styled and colors must be used
in 100% value, and the palette should be limited to
as few colors as possible. Drop shadows, bevels, and
transparent overlays should not be used.

Step 1
Develop the branding for the overall program
or application according to the Brand Standards
for Programs, Initiatives, Applications, and Events
(page 79).

Step 2
Giving
Deconstruct the elements from the approved
Programs, Initiatives, Applications, or Events
branding to create either text, dotted illustration,
or symbol style illustration for icon face. If using a
dotted illustration, ensure dotted weight is large
enough to hold the “gap” and crop the illustration
as needed to preserve the “gap”.

Step 3
Apply select colors from the approved Programs,
Initiatives, Applications, or Events branding.
Ensure all colors used are at 100% value with no
tints or transparencies.

Step 4
Submit initial signature designs to the Brand
Identity Group to ensure they follow Pfizer’s
Corporate Brand Standards at [email protected].

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Incorrect uses General Users Communications Professionals Design Agencies

Here are examples of icons that do not comply with

the signature system standards.

DO NOT add drop shadows or DO NOT use tints of any color. DO NOT use gradients with DO NOT use more than three
other effects to the icon. the icon. colors in an icon.

DO NOT use a picture as an icon.

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Pfizer Corporate Brand Standards / Corporate brand style

Pfizer Messaging Standards

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Pfizer Corporate Brand Standards / Strategy and Messaging / Messaging

What is brand voice? General Users Communications Professionals Design Agencies

Brand voice is the distinctive tone, manner, and style in which

we communicate.

Voice is defined by a set of attributes that shape how we look, feel,

and sound—fusing language, design, and content.

Our voice attributes help direct and manage the tone and style of
all Pfizer communications—including advertising, press releases,
newsletters, emails, web copy, and employee communications,
among others.

Our voice attributes also provide evaluation criteria that help us

determine whether our communications “speak” to our audiences
in a distinctly “Pfizer” way.

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The importance of defining a brand voice General Users Communications Professionals Design Agencies

A clear, coherent, and consistent brand voice conveys the

authenticity, believability, and character of an organization.

• In The Authentic Enterprise (2007), the Arthur W. Page Society

argues that today’s businesses and institutions confront a rapidly
evolving landscape —shaped by the Internet, globalization, and the
proliferation and empowerment of myriad new stakeholders.

• As a result, information has become more democratized

and transparent.

• Brand identity and reputation are now “created, exchanged, and

modified by a vast, distributed ecosystem.”

• Every stakeholder is a potential brand ambassador, capable of

influencing both internal and public perception and opinion.

Broad implementation of the Pfizer voice will provide all internal

stakeholders with an effective means for conveying our mission,
purpose, values, strategies, and commitments.

Communicating in a clear and consistent voice will enable us to

better manage our brand equity over time.

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What is the Pfizer brand voice? General Users Communications Professionals Design Agencies

Accessible
Clear
Passionate
Genuine

These four attributes are the basic “ingredients” of our Pfizer brand
voice and are expressed both visually and verbally.

They are meant to work in harmony with one another.

The attributes will not always be used to the same extent at the same
time—we will incorporate them in differing degrees based on the
content of our communications and our intended audiences.

Think of the particular combinations of voice attributes as different

“blends,” to be used to craft tonally appropriate communications for
specific audiences.

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How should the Pfizer brand voice be used? General Users Communications Professionals Design Agencies

The Pfizer brand voice is meant to be used across all touchpoints by

all stakeholders: colleagues, communications professionals, design
agencies, etc.

Authenticity comes from employing the Pfizer brand voice in all

communications, both internal and external.

The more consistently we use our voice, the more we strengthen our
brand identity.

However, our brand voice can modulate in different ways, as will be

illustrated in the coming slides.

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Pfizer Corporate Brand Standards / Strategy and Messaging / Messaging

Definitions and evaluation criteria General Users Communications Professionals Design Agencies

Attribute It means... It sounds... But is not...

Accessible We speak with people, not at them. We are open-minded • Empathetic – Pandering
and respectful. We listen to and acknowledge others’ needs • Humble – Self-deprecating
and concerns, and seek to engage in a dialogue with them • Responsive – Defensive
as collaborators. • Open – Indecisive

Clear We speak with candor. We say what we mean, using • Straightforward – Simplistic
everyday language. We avoid jargon and speak to be • Conversational – Clichéd
understood; we don’t hide behind words. • Fresh – Abrupt
• Honest – Apologetic

Passionate We speak in a vibrant manner, sharing our excitement • Optimistic – Idealistic

for our endeavors. We convey a driving curiosity about the • Driven – Aggressive
world and an intellectual passion for advancing wellness, • Inspirational – Outlandish
prevention, treatments, and cures. • Bold – Boasting

Genuine We are realistic and speak as responsible stewards of health and • Authentic – Contrived
well-being. We present well-reasoned, relevant explanations of how • Practical – Boring
we apply our knowledge and expertise—but we don’t pretend • Rigorous – Pedantic
that we have all the answers. • Reasonable – Vague

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Our brand voice in detail General Users Communications Professionals Design Agencies

“Before and After”

The following “before and after” examples will illustrate our new
brand voice across a range of communications.

They show some of the ways in which our voice has evolved over time.
The examples are not meant to be retrospective critiques, but are
meant to serve as practical guides to crafting the tone, manner, and
style of our communications going forward.

Always consider your target audience—ensure that your messaging is

crafted in the appropriate local language and idiom.

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Pfizer boilerplate: before and after General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

We are more accessible Founded in 1849, Pfizer is the world’s premier At Pfizer, we apply science and our global
We are more genuine biopharmaceutical company taking new resources to improve health and well-being
approaches to better health. We discover, at every stage of life. We strive to set the
We are clearer develop, manufacture, and deliver quality, standard for quality, safety, and value in the
We are more passionate safe, and effective prescription medicines to discovery, development, and manufacturing
treat and help prevent disease for both people of medicines for people and animals. Our
and animals. We also partner with health care diversified, global health care portfolio
providers, governments, and local communities includes human and animal biologic and
around the world to expand access to our small molecule medicines and vaccines, as
medicines and to provide better quality health well as nutritional products and many of
care and health system support. At Pfizer, the world’s best-known consumer products.
colleagues in more than 90 countries work every Every day, Pfizer colleagues work across
day to help people stay happier and healthier developed and emerging markets to advance
longer and to reduce the human and economic wellness, prevention, treatments, and cures
burden of disease worldwide. that challenge the most feared diseases of
our time. Consistent with our responsibility
as the world’s leading biopharmaceutical
company, we also collaborate with health care
providers, governments, and local communities
to support and expand access to reliable,
affordable health care around the world. For
more than 150 years, Pfizer has worked to
make a difference for all who rely on us. To
learn more about our commitments, please
visit us at www.pfizer.com.

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Pfizer boilerplate: breakdown General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

We are more accessible Founded in 1849, Pfizer is the world’s premier At Pfizer, we apply science and our global
biopharmaceutical company taking new resources to improve health and well-being
approaches to better health. at every stage of life.

We are more genuine We discover, develop, manufacture, and We strive to set the standard for quality,
deliver quality, safe, and effective prescription safety, and value in the discovery,
medicines to treat and help prevent disease for development, and manufacturing of
both people and animals. medicines for people and animals.

We are clearer … to expand access to our medicines and to … to support and expand access to reliable,
provide better quality health care and health affordable health care around the world.
system support.

We are more passionate At Pfizer, colleagues in more than 90 countries Every day, Pfizer colleagues work across
work every day to help people stay happier and developed and emerging markets to
healthier longer and to reduce the human and advance wellness, prevention, treatments,
economic burden of disease worldwide. and cures that challenge the most feared
diseases of our time.

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Sales-force introduction: before and after General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

We are clearer We are united by the knowledge that what we At Pfizer, we’re working together for a
We are more passionate do really makes a difference in society—that healthier world—applying science and our
we help people live longer, healthier, happier global resources to improve health and
We are more accessible and more productive lives. And these millions well-being at every stage of life. We are
We are more genuine of patients, whose lives we touch every single committed to bringing together the best
day, depend on us—to find new treatments to scientific minds to challenge the most feared
advance the frontiers of science and medicine diseases of our time, and using our global
and to help make their children’s lives healthier presence to touch the lives of people around
than their own. the world. We are advancing wellness,
developing innovative new treatments, and
setting the industry standard for quality and
safety. Together, we help millions of people
live longer, happier, healthier, and more
productive lives.

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Sales-force introduction: breakdown General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

We are clearer We are united by the knowledge that what we At Pfizer, we’re working together for a
do really makes a difference in society … healthier world …

We are more passionate … millions of patients, whose lives we touch … using our global presence to touch the
every single day, depend on us … lives of people around the world.

We are more accessible to advance the frontiers of science and medicine … to challenge the most feared diseases of
… our time …

We are more genuine … help make their children’s lives healthier than … help millions of people live longer, happier,
their own. healthier, and more productive lives.

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DTC advertisement: before and after General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

Use a real person’s testimonial Determined to quit? Your doctor has a way “I honestly loved smoking. And I honestly
to be more accessible to help. didn’t think I would ever quit.”
—Lisa (quit smoking with CHANTIX and
More clearly explain Talk to your doctor about Chantix (varenicline). support in June ’07)
how the product works Chantix offers a 2-part approach:
With CHANTIX you can smoke during the
Use more passionate 1. Prescription Chantix is a non-nicotine pill that first week of treatment. Plus it’s a non-
language prevents nicotine from reaching key receptors nicotine pill that works by targeting nicotine
in the brain. receptors in the brain, attaching to them,
We are more genuine by
acknowledging our place 2. In addition to your doctor’s help, behavioral and blocking nicotine from reaching them. If
in the treatment process support programs are important. Reach out you’re serious about quitting smoking, talk to
for our GetQuit™ support program. It’s just a your doctor.
call or click away. If your doctor prescribes CHANTIX, call
Chantix is one treatment option you and your 1-800-246-7084. We’ll send you a CHANTIX
doctor can consider. Ask your doctor if Chantix information kit, which includes a $30 coupon
is right for you. Log on to chantix.com or call that you may be eligible to use.
1-888-CHANTIX (242-6849)

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DTC advertisement: breakdown General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

Use a real person’s testimonial Determined to quit? Your doctor has “I honestly loved smoking. And I honestly
to be more accessible a way to help. didn’t think I would ever quit.”
—Lisa (quit smoking with CHANTIX and
support in June ’07)

More clearly explain how the Prescription Chantix is a non-nicotine pill that …it’s a non-nicotine pill that works by
product works prevents nicotine from reaching key receptors in targeting nicotine receptors in the brain,
the brain. attaching to them…

Use more passionate Chantix is one treatment option you and your If you’re serious about quitting smoking,
language doctor can consider. talk to your doctor.

We are more genuine by Ask your doctor if Chantix is right for you. Log on If your doctor prescribes CHANTIX, call
acknowledging our place in to chantix.com or call 1-888-CHANTIX (242-6849) 1-800-246-7084. We’ll send you a CHANTIX
the treatment process information kit, which includes a $30 coupon
that you may be eligible to use.

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Corporate ad: before and after General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

We are more genuine We’ll care for your great-great-grandchidren. Working to stay ahead of Alzheimer’s.

We are more accessible We’re Pfizer. We’re developing the cures of Every 70 seconds, someone develops
the future. Spending over $2 billion dollars a Alzheimer’s. Though there is no cure, hope
We more clearly explain year in search of the wonder drugs of the 21st is in the pipeline. Today, Pfizer is relentlessly
what we’re doing century. It is our greatest hope that some day exploring research to shed light on the
We use more passionate in the future, you’ll hear the announcement brain’s complex pathways to further advance
language that cancer has been defeated, heart disease Alzheimer’s treatments. We’re also working
eliminated, Alzheimer’s eradicated. At Pfizer, we on multiple compounds at one time to find
look to the future with the knowledge that the more answers faster and to give those living
only thing incurable is our passion. with Alzheimer’s more life to live.

And stand behind everyone it touches.

Alzheimer’s takes a toll not only on patients,

but on loved ones who tirelessly care for
them. Pfizer puts a special focus on providing
care for family and friends, offering access
to an online database with links to local
resources, as well as information and support
networks to keep vital connections strong
between those affected by Alzheimer’s. See
how we’re putting our commitments to work
at pfizer.com/alzheimers

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Corporate ad: breakdown General Users Communications Professionals Design Agencies

Our voice objectives BEFORE AFTER

We are more genuine We’ll care for your great-greatgrandchidren. Working to stay ahead of Alzheimer’s.

We are more accessible We’re Pfizer. We’re developing the cures Pfizer puts a special focus on providing care
of the future. for family and friends, offering access to an
online database with links to local resources,
as well as information and support networks
to keep vital connections strong between
those affected by Alzheimer’s.

We more clearly explain Spending over $2 billion dollars a year in search Today, Pfizer is relentlessly exploring
what we’re doing of the wonder drugs of the 21st century. research to shed light on the brain’s
complex pathways to further advance
Alzheimer’s treatments.

We use more passionate … some day in the future, you’ll hear the We’re ... working on multiple compounds at
language announcement that cancer has been defeated, one time to find more answers faster and
heart disease eliminated, Alzheimer’s eradicated. to give those living with Alzheimer’s more
life to live.

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Pfizer Corporate Brand Standards / Sign Standards

Pfizer Sign Standards

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The Pfizer Signage primary typeface General Users Communications Professionals Design Agencies

FS Albert Light
Pfizer’s primary typeface is FS Albert.
A modern, flexible, easy to read, open, and
accessible font, FS Albert is uniquely suited for a
wide range of visual communications. FS Albert is

FS Albert Extra Bold

used in all signs in Extra Bold and Light.

Purchasing the font

Pfizer does not own a company-wide license for FS
Albert, and international copyright law forbids us
from sharing the font both internally and externally.
If you are a colleague or vendor who needs to use
FS Albert, a license can be purchased from:
(http://www.fontsmith.com)

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Illuminated Wall Signs General Users Communications Professionals Design Agencies

Color
Pfizer Logo: PMS Process Blue
Text: Black

Illuminated Logo Wall Sign

ROUTED OUT TO SHOW WALL BEHIND SIGN ROUTED OUT TO SHOW WALL BEHIND SIGN

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Non-Illuminated Wall Signs General Users Communications Professionals Design Agencies

Color
Pfizer Logo: PMS Process Blue
Text: Black

ROUTED OUT TO SHOW WALL BEHIND SIGN ROUTED OUT TO SHOW WALL BEHIND SIGN

Non-Illuminated Logo Wall Sign

Ensure good contrast between wall and logo Ensure good contrast between wall and logo

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Horizontal Monument Size Relationship General Users Communications Professionals Design Agencies

When building a horizontal monument,

observe the size relationships shown here.

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Illuminated Horizontal Low Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo with Name and Address

Logo with Address Only

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Illuminated Horizontal Low Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo with Name and Address

Logo with Address Only

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Illuminated Horizontal Low Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo with Name and Address

Logo with Address Only

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Illuminated Horizontal Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo with Name and Address

Logo with Address Only

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Illuminated Horizontal Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo with Name and Address

Logo with Address Only

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Illuminated Horizontal Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking.

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo with Name and Address

Logo with Address Only

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Vertical Monument Size Relationship General Users Communications Professionals Design Agencies

When building a vertical monument, Margin = P in logo Font size for secondary text = x height of type in logo

observe the size relationships shown here.

1/8 height of sign Pfizer Logo

Pharmath
for logo size is centered
1/5 height of sign
vertically
to define white space
in white area

12345

Pharmatherapeutics
Research Group

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Illuminated Vertical Monument General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking

Color
Pfizer Logo: PMS Process Blue
Text: Black

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Pfizer Corporate Brand Standards / Sign Standards

Non-Illuminated Directional General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking

Color
Pfizer Logo: PMS Process Blue
Text: Black

Logo Only Logo Only Logo with Name Logo with Name
and Address and Address

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Non-Illuminated Wall Sign General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking

Color
Pfizer Logo: PMS Process Blue
Text: Black

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Video Conference Wall Signs General Users Communications Professionals Design Agencies

Typography
Division Name: FS Albert Extra Bold
Address: FS Albert Light

Set all text u&lc, flush left, ragged right,

normal tracking

Color
Pfizer Logo: PMS Process Blue
Text: Black

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Pfizer Corporate Brand Standards / Sign Standards

Door & Window Vinyl General Users Communications Professionals Design Agencies

When applying vinyl to doors and windows, 3M “Dusted Crystal” #7725-31 (US) #7725-314(EU)
observe the size relationships and proper color
shown here.

Vinyl Logo & Safety Dots

Safety Dots

Vinyl Logo

3M “Matte Vinyl White” #7725-20 (US) #100-20(EU)

Vinyl Logo & Safety Dots

Safety Dots

Vinyl Logo

3M “Matte Vinyl Blue” PMS # Process Blue C

Vinyl Logo & Safety Dots

Safety Dots

Vinyl Logo

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Pfizer Corporate Brand Standards

Section divider
id.pfizer.com
Sub sections
Sub sections
Sub sections
Sub sections
Sub sections

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