2023學(xué)年完整公開(kāi)課版VI手冊(cè)資源Pfizer Brand Guidelines

PfizerBrandGuidelinesVersion1.2December11,2009Copyright?2009Pfizer.Allrightsreserved.PfizerBrandingGuidelinesTableofcontentsWHYASTRONGBRANDISIMPORTANT3HOWTOUSETHISDOCUMENT9Usergroups5BRANDMANAGEMENT6STRATEGYANDMESSAGING7OURPATHFORWARD-THENEXTSTEP8OurPurpose9OurMission9OurCommitments9OurStrategies9OurValues9BRANDARCHITECTURE10Whatisbrandarchitecture?11Masterbrandstrategy12ThePfizerbrandarchitecture13ThePfizerbrandarchitecturestructure19VISUALIDENTITY151.

THEMASTERBRAND16Whoshoulduseit?17ThePfizerlogo18Logocolors:preferred19Logocolors:alternate20Logoformats:on-screen21Logo:clearspace22Logo:scalingandminimumsize23Logo:onbackgrounds2kLogodon’ts25Logooverview26ThePfizerlogo-themeline27Lock-upconfigurations28Lock-upcolorversions29Clearspace30Scalingandminimumsize31Pfizerlogo-themelineoverview32ThePfizercolors33Useoftintsforinformationgraphics39Colorprinciple1:usecolorssparingly35Colorprinciple2:usecolorspurposefully36Colorprinciple3:usecolorsforpacing37ImagerySubjectmatterandstyle38Depthoffield39Cropping90Overview91Don’ts92ThePfizerdottedillustrationstyle93Pfizerdottedillustrationrules99Pfizerdottedillustrationdon’ts95Selectingtheappropriatedottedillustration96Creatingadditionaldottedillustrations97TypographyThePfizerprimarytypeface98Displaytypeface99Displaytypefacedon’ts50Systemtypeface51GridsBuildyourgrid:step152Buildyourgrid:step253Buildyourgrid:step359Sampleverticalgridformat55Sampleverticalgridformatsmall56Samplehorizontalgridformat57Howtobuildalayout58Whoshoulduseit?59Settingupthegrid60Settinguptheworkspace61Placingthetypography62Settingtypeinyourlayout63Placingtheimagery69PlacingthePDottypeface65Placingthedottedillustration66Combiningtypography,imagery,67andillustrationSamplebrochurecovers68Samplespreads69Sampleslimjims70Sampleposters71Applications72Officesystem73Businesscard79Envelope75Letterhead76MailingLabels77Notepad78Powerpoint792.ENABLINGFUNCTIONS80EnablingFunctions81SizeRelationship82Placement83EnablingFunctions:don’ts89Applications853.DIVISIONS86Divisions87SizeRelationship88Placement89EnablingFunctions:don’ts90Applications919.PFIZERPROGRAMS&INITIATIVES92PfizerPrograms&Initiatives93DecisionTree99SolutionOverview95Corporate-wideExternalColorOptions96InternalCorporateWideSizeRelationship97ExternalCorporateWideSizeRelationship98Version1.2December11,20092PfizerBrandingGuidelinesPfizerisdrivenbyaclearpurpose:Workingtogetherforahealthierworld.LivingourPurposemeansthatacrossthePfizerorganization,weareunifiedinourapproachandcollaborativeinoureffortstomakeadifferenceinthelivesofthepeoplewetouch.Thiseffortappliestoeverythingwedo—fromourscientificmethodology,toourmanufacturingprocesses,tothetone,look,andfeelofourcommunications.Thisdocumentwasdevelopedtohelpusworktogethertobuildconsistent,brandedcommunicationsthatcollectivelybuildPfizer'sreputationinthecommunitiesweserve.Usingtheseguidelineswillenableustocreatematerialsthatspeaktospecificaudienceswhilemaintainingone,unifiedvoice.Together,wecancontributetoPfizer’sreputationasaleaderinglobalhealthandwell-beingVersion1.2December11,20093PfizerBrandingGuidelines/HowtousethisdocumentHowtousethisdocumentGeneralUsers|CommunicationsProfessionalsDesignAgencies1.UnderstandourgoalsThestrategyandmessagingsectionprovideskeyinformationregardingthestrategy,messaging,andarchitecturethatorganizeanddriveusasacompany.2.LearnourvisualtoolsThevisualidentitysectionstartswithourmasterbrandandthenextendsintotheremainingpartsofourbrandarchitecture.Everyoneshouldunderstandtheoverarchingvisualsystemaswellasthespecificpartthatappliestoyourdivision,businessunit,program,etc.3.IdentifywhatisneededThevisualtoolsandapplicationsintheseguidelinesaredesignedforarangeofusertypes.First,selecttheapplicationyouarecreatingandthenidentifythecorrespondinguserlevelthatisrequiredforthatapplicationtype.Theusergroupsareoutlinedonthenextpage.kVersion1.2December11,2009PfizerBrandingGuidelines/HowtousethisdocumentUsergroupsGeneralUsersICommunicationTherearethreemaingroupsofuserswhowillusetheseguidelines.Baseduponthefollowingcriteria,determinetowhichgroupyoubelong.Thenobservethoserulesthatapply:GeneralusersGeneralusersmakeuseofpredesignedtemplates;however,forthoseinterested,theinformationincludedhereisanexcellentaidtounderstandingtheprinciplesatworkinPfizercommunicationspieces.CommunicationsprofessionalsCommunicationsprofessionalsworkwithinPfizertodevelopcommunicationpiecesforthecompanyonadailybasis.Thesesamplesprovideguidanceforcreatingvarietywhilestayingon-brand.DesignagenciesDesignagenciespartnerwithPfizerviaastructuredcreativeprocesstodevelopmaterials.Agenciesprovideexpertdesignapplicationskills,strategicadvice,andbroadconceptualabilities.Theywillfindthisinformationtobeanexcellentstartingpointforthedevelopmentprocess.Refertotheupperrighthandcornerofthepageforyourgroupdesignation.Version1.2December11,20095PfizerBrandingGuidelinesBrandmanagementWhotoask:RobertNeufeldWorldwideCommunicationsCorporateBrandManagement,PfizerInc235East42ndStreetNewYork,NY10017212.573.2137robert.neufeld@JoshuaWeitzman235East42ndStreetNewYork,NY10017212.733.5387joshua.weitzman@Wheretofindresources:Version1.2December11,20096PfizerBrandingGuidelinesStrategyandmessagingOurPathForward-TheNextStepBrandarchitectureVersion1.2December11,20097PfizerBrandingGuidelines/StrategyandMessagingOurPathForward-TheNextStepOurPathForward-TheNextSteparticulatestheessenceofwhatwedo.Itsreachisbroaderthanday-to-dayactivities.Itconveysthestrategicvalueofourorganizationandisconsistentlycommunicatedbyouractionsandcommunications.Itensuresthatouraudiencesgainatrueunderstandingofourpurposeandasenseofoursignificanceforworldhealth.Version1.2December11,20098PfizerBrandingGuidelines/StrategyandMessagingOurPathForward-TheNextStepGeneralUsers|CommunicationsProfessionalsDesignAgenciesOurPurposeThedefinitivestatementaboutthedifferencewearetryingtomakeintheworld:Workingtogetherforahealthierworld?Itisthereasonweexistandwhywecometoworkeachday.Weareinthenoblebusinessinbringingbetterhealthcaretomorepeoplearoundtheworld.HowWeWorkTogetherforaHealthierWorld:OurMissionOurPathForwardinitiallyfocusedontransformingPfizer,sowecanserveourcustomersmoreeffectively.Pfizerisnowmuchmorediversifiedandfar-reaching,thatiswhywehaveextendedourmissiontoreflectthesechanges.Pfizer’snewmissionisto:Applyscienceandourglobalresourcestoimprovehealthandwell-beingateverystageoflife.ThePromiseWeMake:OurCommitmentsHavingbuiltatrackrecordofkeepingcommitments,wecannowaskourselves:HowcanPfizeruniquelyservetheworld’sdiversehealthneedslikenoothercompany?Theanswerisinthesevencommitmentsthatshowedtheworldwhatwecancontribute.Wewill:?Advancewellness,prevention,treatments,andcures?Bringthebestscientificmindstogethertochallengethemostfeareddiseasesofourtime?Setthestandardforquality,safety,andvalueofmedicines?Useourglobalpresenceandscaletomakeadifferenceinlocalcommunitiesandtheworldaroundus?Promotecuriosity,inclusion,andapassionforourwork?Bealeadingvoiceforimprovingeveryone’sabilitytohavereliableandaffordablehealthcare?MaximizeourfinancialperformancesowecanmeetourcommitmentstoallwhorelyonusOurStrategiesGeneralizedstatementsofthelong-termtacticsweaimtoachievetoadvancethebusiness?Optimizethepatent-protectedportfolio?Findandcapitalizeonnewopportunitiesforestablishedproducts?Growinemergingmarkets?Growourdiversifiedbusinesses?InstillacultureofinnovationandcontinuousimprovementWhatWeStandFor:OurValuesOurvaluesrepresentourcorebeliefs.Theyinformourdecisionsandguideouractionseveryday.Thisreflectsourincreasedfocusonservingtheneedsofourcustomers.WeneedtoworkmorecloselywithpartnersinsideandoutsideofPfizer,andtheconceptofcollaborationexpressesthisorientationmoreprecisely.ThesearePfizer’senduringvalues:?Customerfocus?Community?Respectforpeople?Performance?Collaboration?Leadership?Integrity?Quality?InnovationTheydescribethetypeofcompanywewanttobe,andweshoulddemonstratethemineverythingwedo.Version1.2December11,20099PfizerBrandingGuidelines/StrategyandMessagingBrandarchitectureWhatisbrandarchitecture?MasterbrandstrategyThePfizerbrandarchitectureThePfizerbrandarchitecturestructureVersion1.2December11,200910PfizerBrandingGuidelines/StrategyandMessagin/BrandarchitectureWhatisbrandarchitecture?GeneralUsers|CommunicationsProfessionalsDesignAgenciesBrandarchitecturehelpsdefineanorganizationbyrationalizinghowbusinessesandproductsarecommunicated—itisnotanorganizationalstrategy.Anarchitecturestrategyisessentialincommunicatingourbreadthanddepthofofferings,aswellasclarifyingtherelationshipbetweenvariousentities.Itdefinestherelationshipsoftangibleassets:?Trademarks?Names?Graphicidentities?TaglinesThebenefitsofadefinedbrandarchitectureThePfizerarchitectureshould:?Createclarity?Drivelong-termshareholdervalue?EstablishPfizerasaleaderinhealthcare?Generatecostsavings?Supportmarket-focusedbranding?Reinforcethevisionof“OnePfizer”Itshouldhelpcustomersfindexactlywhattheyarelookingfor.Throughaclearsetofrulesandanaccompanyingsignaturesystem,wecanprotectandpromotetheequityofthePfizeridentity.Version1.2December11,200911PfizerBrandingGuidelines/StrategyandMessagin/BrandarchitectureMasterbrandstrategyGeneralUsers|CommunicationsProfessionalsDesignAgenciesPfizerenforcesamasterbrandstrategytobuildthePfizerbrand.Thechartillustratesthecyclicalnatureofthepharmaceuticalbusinessandthat,overtime,theonlyconstantisthePfizerbrand.Productbrandshavesignificantlifespans,buteventuallytheirpatentsexpire,andthePfizerbrandhelpstotaketheproductforward.ThePfizerbrandcarriesmoreweightfromthebeginningfornonbrandedgenerics.Divisionsandbusinessunitsmighthavealonglifecycle,buttheyalsoretireasthemarketplacechanges.Therefore,allelementsneedtoworktogethertoenhancethevalueofthePfizermasterbrand.Thisstrategywillbenefittheorganizationoverallasthebrandvaluewillextendtoallsupportedelementsinthelongrun.ThefollowingpagesexplaintherelationshipsamongtheentitieswithinPfizer.Functions,divisions,programs,andproductsallhelptellthePfizerstoryandhaveclearlydefinedrelationshipstothePfizerbrand.Asaresult,Pfizerreceivescreditforthecontributionsthesegroupsaremakingtobuildinghealthcarearoundtheworld.Version1.2December11,200912PfizerBrandingGuidelines/StrategyandMessagin/BrandarchitectureThePfizerbrandarchitectureGeneralUsers|CommunicationsProfessionalsDesignAgenciesPfizer’sfunctions,divisions,programs,andproductsformeightlayersthatserveasthefoundationofthearchitecturesystem.Amasterbrandstrategyrequiresthatasinglebrand—Pfizer—playanimportantroleinalleightlayers.EntitiesmustlinktothePfizermasterbrandbycommunicatingwithinastandardvisualandsignaturesystem.Entitiestowardthetopofthisstructurearecentralizedcorporatefunctionsandindicatorsoftheorganizationalstructure,andshouldonlyusethePfizervisualidentitysystem.TheirnamesarenotlockedupwiththePfizerlogo.Entitiesclosertothebottomrequiremoreflexibilitytocommunicatewithspecificaudiencegroups.Theseentitieshavemoreflexibilitywiththevisualsystem,andusethePfizerlogosomewhereonthepage.1PfizerMasterbrand2EnablingFunctions3DivisionskInternalProgramsandInitiatives5ExternalProgramsandInitiatives6BusinessUnits7BusinessUnitsProgramsandInitiativesVersion1.2December11,200913PfizerBrandingGuidelines/StrategyandMessagin/BrandarchitectureThePfizerbrandarchitecturestructureGeneralUsers|CommunicationsProfessionalsDesignAgencies1PfizerMasterbrandThemasterbrandestablishesPfizerasthecorporateumbrellaunderINTERNAL/EXTERNALwhichallprograms,initiatives,andproductsarecreatedandcommunicated.Thelogoistheprimaryrepresentationofthemasterbrand.2EnablingFunctions(Internal)EnablingFunctionsincludethepermanentdepartmentsandsub-departmentsINTERNALthatprovideguidance,support,andresourcesforDivisionsandBusinessUnitsthroughoutPfizer.Thoughtheyarenotcustomerfacing,EnablingFunctionsspanthebreadthofPfizer,supportingallitsbusinessareasandemployees.PFIZERHUMANRES0URCES(e.g.,GlobalOperations,Finance,Legal,CorporateTravel,etc.)3DivisionsThefiveDivisionsrepresentandmanagethekeyoperatingareaswherePfizergeneratesbusinessvalue.EachDivisionrepresentsaspecificareaofexpertise,(i.e.,PharmatherapeuticsResearchandDevelopmentGroup,sffSJtkBiotherapeuticsResearchandDevelopmentGroup,DiversifiedBusinesses,BiopharmaceuticalBusinessesManufacturing.)kInternalPrograms&Initiatives(Corporate-wideandDivision-wide)CORPORATE-WIDEDIVISION-WIDEInternalProgramsandInitiativesspantheentireInternalprogramsandInitiativesoriginateinaDivisionorganizationandprovidecommonresourcesandsupportPROGRAMname^zeranc*touchmorethanoneBusinessUnit.TheyareprogramnameforallPfizeremployees.Theyaretemporaryand/ortemporaryand/orreoccurringevents,andtheyprovideareoccurringeventsestablishedandcontrolledbyancommonresourceforandunifytheDivision.EnablingFunction,(e.g.,HealthyPfizer)5ExternalPrograms&Initiatives(Corporate-wideandDivision-wide)CORPORATE-WIDEDIVISION-WIDEExternalProgramsandInitiativesspantheentireorganizationPrOfirfirnExternalProgramsandInitiativesoriginateinaDivisionofPrnnrnmandarestewardsofthecompany’sreputation.TheyhelpestablishKlnrrioPfizerandtouchmorethanoneBusinessUnit.ExternalaudiencesKinmoPfizerasaleaderinhealthcarebytouchingmorethanoneDivisionengagewithPfizerthroughtheseProgramsandInitiatives.They^withinPfizerandprovidingresourcesforexternalaudiences.A

Program

serveatargetedexternalaudienceandprovideacommonresourceA

Program(e.g.,PfizerInvestmentsinHealth)forkeyaudiences,(e.g.,PfizerHelpfulAnswers,PfizerPro,etc.)6BusinessUnitsEachDivisioniscomposedofBusinessUnits,andeachINTERNALEXTERNALBusinessUnitservesaspecificpurpose,need,andaudience.NotallBusinessUnitsarecustomerfacing,thereforeeachsPecia,tyCareneedstobeevaluatedindependently.SpecialtyCareOphthalmics7BUPrograms&Initiatives(InternalandExternal)INTERNALEXTERNALBusinessUnitProgramsandInitiativesoriginateinonlyonePROGRAMNAMEBusinessUnitProgramsandInitiativesoriginateinonlyonePfOOrQITIBusinessUnitandprovideresourcesandsupportforemployees.BusinessUnit,andexternalaudiencesengagewithPfizerthroughNqDTIG(e.g.,AreaCommercialTeam,PAHOnline,etc.)theseProgramsandInitiatives.TheyprovideresourcesandserveSpecjQltyspecificaudienceneeds,(e.g.,FirstResource,GlobalAccess,AllEyesonGlaucoma,etc.)Productsaretherevenuedriversoftheorganizationandhave#themostvisiblepresenceinthemarketplace.AROMASINr)exemestanetablets__Version1.2December11,2009PfizerBrandingGuidelines1.Themasterbrand2.Enablingfunctions3.Divisions4Internalprogramsandinitiatives5.Externalprogramsandinitiatives6.Businessunits7.Businessunitprogramsandinitiatives8.ProductsandproductmarketingVersion1.2December11,200915PfizerBrandingGuidelines/VisualIdentity1.ThemasterbrandWhoshoulduseit?ThePfizerlogoThePfizerthemelineThePfizercolorsThePfizerimageryThePfizerdottedillustrationstyleTypographyGridsHowtobuildalayoutApplicationsVersion1.2December11,200916PfizerBrandingGuidelines/VisualIdentity/1.ThemasterbrandWhoshoulduseit?GeneralUsers|Communication!Professionals|DesignAginciesTherearethreemaingroupswhousetheseguidelines.Determinewhichgroupyoubelongbasedonthefollowing:GeneralusersGeneralusersmakeuseofpredesignedtemplates;however,forthoseinterested,theinformationincludedhereisanexcellentaidtounderstandingtheprinciplesatworkinPfizercommunicationspieces.CommunicationsprofessionalsCommunicationsprofessionalsworkwithinPfizertodevelopcommunicationpiecesforthecompanyonadailybasis.Thesesamplesprovideguidanceforcreatingvarietywhilestayingon-brand.DesignagenciesDesignagenciespartnerwithPfizerviaastructuredcreativeprocesstodevelopmaterials.Agenciesprovideexpertdesignapplicationskills,strategicadvice,andbroadconceptualabilities.Theywillfindthisinformationtobeanexcellentstartingpointforthedevelopmentprocess..Refertotheupperrighthandcornerofthepageforyourgroupdesignation.Version1.2December11,200917PfizerBrandingGuidelines/VisualIdentity/Section1:ThemasterbrandThePfizerlogoGeneralUsers|CommunicationsProfessionalsDesignAgenciesThePfizerlogoistheprimarysymbolofourcorporation.Itunifiesusacrossbusinessesandgeographies,andsignalstothemarketwhoweareandwhatwestandfor.Ourlogohasrecentlyevolvedtotellamorecompletestory.The“Pfizeroval”wasintroducedin1991.Overtime,webuiltagreatdealofequityinthatlogo,anditiswidelyrecognizedaroundtheworld.Buttoday,Pfizerisadifferentcompany.We’vechangedthroughglobalgrowth,numerousacquisitions,entryintonewtherapeuticareas,anddevelopmentoflife-changingmedicines.Ournewlogokeepsmuchofourexistingequity,butaskspeopletotakeafreshlookatPfizerbecausewearenotthesamecompanywewerein1991.TherefreshedPfizerlogoisstillblue,butwehavebrightenedthecolorandaddedagradienttosignalPfizer’soptimismandwarmth.Thetypefaceisstillitalic,butwehaveadoptedamorecontemporarytypewherethelettersarerounderandfriendlier.Wearemoreaccessibleandlessformal.Finally,thelogostillusesanovalasabasicshape,butitistiltedslightlyupwards,signalingpositivechangeandforwardmomentum.Version1.2December11,200918PfizerBrandingGuidelines/VisualIdentity/Section1:Themasterbrand/ThePfizerlogoLogocolors:preferredGeneralUsers|CommunicationsProfessionalsDesignAgenciesPreferredlogosWehaveseven(7)logoversions,sobesuretousetheproperlogofortherightapplication.Usethe2-colorpositivelogowheneverpossible.UsethepreferredCMYKpositivelogowhenonlyCMYKprintingisavailable.Theseversionsofthelogoareprovidedasscalablevectorartwork(EPS).EPSformatallowshigh-qualityprintreproduction.EPSfilescanbescaledtoanysizewithoutsacrificingimagequality.Youmayusethesefilesinpagelayoutandgraphicsprogramsforprintprojects.Additionally,EPSformatfilesmayalsobeusedtocreatefilesinanyoftheotherimageformatsatexactlythesizesrequired.Pleasenotethatthelettersofthelogoaretransparent.Theyshouldrevealthebackgroundonwhichthelogoisplacedwhilemaintaininglegibility.2-color(positive)Usethisversionforpremiumprintapplications.The2-color(positive)logoconsistsofCyanandPMSReflexBlue.Pleasenote:The2-colorfileisbuiltwithoverprintinggradients.ItisrecommendedtousetheAIfileinAdobe?CreativeSuite?version3andlaterforthebestappearanceon-screen,incompositeprintingandinPDFfiles.UsingtheEPSfileand/orothersoftwaremaycausethelogotoappearincorrect,althoughthelogowillcolorseparatecorrectly.CMYK(positive)UsethisversionwhenonlyCMYKprintingisavailable.Version1.2December11,200919PfizerBrandingGuidelines/VisualIdentity/Section1:Themasterbrand/ThePfizerlogoLogocolors:alternateGeneralUsers|CommunicationsProfessionalsDesignAgencies1-coloralternatelogosUsetheselogoswhen2-colorandCMYKlogoscannotbeused.Theyaredesignedtoprovidelegibilityforspecificapplicationtypes.Theseversionsofthelogoareprovidedasscalablevectorartwork(EPS).EPSformatallowshigh-qualityprintreproduction.EPSfilescanbescaledtoanysizewithoutsacrificingimagequality.Youmayusethesefilesinpagelayoutandgraphicsprogramsforprintprojects.Additionally,EPSformatfilesmayalsobeusedtocreatefilesinanyoftheotherimageformatsatexactlythesizesrequired.Pleasenotethatthelettersofthelogoaretransparent.Theyshouldrevealthebackgroundonwhichthelogoisplacedwhilemaintaininglegibility.1-colorBlueUsethisversionwhentheapplicationrequiresa1-colororsimplifiedmark(e.g.,stationery,premiumitems,smallsizes,silkscreen,etc.).ThelogoprintsinPMSProcessBlue.WhiteUsethisversionwhentheapplicationrequiresasimplifiedmarkinwhiteandthebackgroundistoodarktoallowuseofthepreferredmarkorthe1-coloralternateversion(e.g.,reverseapplications,premiumitems,smallsizes,silkscreen,etc.).BlackUsethisversionwhentheapplicationrequiresasimplifiedmarkinblack(e.g.,faxsheet,premiumitems,smallsizes,silkscreen,etc.).Version1.2December11,200920PfizerBrandingGuidelines/VisualIdentity/Section1:Themasterbrand/ThePfizerlogoLogoformats:on-screenGeneralUsers|CommunicationsProfessionalsDesignAgenciesOn-screenlogosTheseversionsareusedforalldesktopandon-screenapplications.RGBlogofilesareprovidedinJPGandPNGfileformatsin2"sizes.Theseversionsarealsoprovidedasscalablevectorartwork(EPS).Additionally,EPSformatfilesmayalsobeusedtocreatefilesinanyoftheotherimageformatsatexactlythesizesrequired.UseJPGformatlogosforPowerPoint?presentations,Microsoft?Word?documents,andotherofficeapplications.YoumayuseJPGfilesforprintingonlow-resolutionprinterssuchaslaserorink-jetprinters.JPGformatlogosareneverusedforhigh-resolutionprinting,andtheyareneverscaledtolargersizes.UsePNGformatlogosforhigher-qualitylaserprintreproduction(Microsoft?Word?andPowerPoint?),screenandwebapplicationswhereahigher-qualitylogomaybeneeded.Theycanbescaleddowninsize,buttheyareneverscaledtolargersizes.Additionally,usePNGfileswhentransparentbackgroundsarerequired,suchaswebsitesandwhenplacingthelogoonabackgroundthatisnotwhite.PleasenotethatthelettersofthelogoaretransparentinEPSandPNGfiles.Theyshouldrevealthebackgroundonwhichthelogoisplacedwhilemaintaininglegibility.RGB(positive)Thisisthepreferredversionforinternet,video,TV,emailsignatures,Microsoftapplications,etc.RGB(reverse)Usethisversionwhentheapplicationrequiresasimplifiedmarkinwhiteandthebackgroundistoodarktoallowuseofthepreferredmark.Version1.2December11,200921PfizerBrandingGuidelines/VisualIdentity/Section1:Themasterbrand/ThePfizerlogoLogo:clearspaceGeneralUsers|CommunicationsProfessionalsDesignAgenciesAlwayssurroundthePfizerlogowiththeamountofclearspaceshowntoensurethatthelogoiseasilyidentifiableaswellasvisibleandlegiblewhereveritappears.Clearspaceistheminimum“breathingroom”maintainedaroundourlogo.Italsodefinestheminimumdistancebetweenthelogoandtheedgeofaprintedpiece.TheclearspacearoundourlogoisequaltotheheightofthePfizerlogo.Donotpositionanytext,graphicelements,orothervisualmarksinsidetherecommendedclearspace.Pleasenotethatthisdistancemaysometimesbeadjustedforselectonlineorexteriorsignageapplicationswherespaceislimited.Version1.2December11,200922PfizerBrandingGuidelines/VisualIdentity/Section1:Themasterbrand/ThePfizerlogoLogo:scalingandminimumsizeGeneralUsers|CommunicationsProfessionalsDesignAgenciesScalingthePfizerlogoEPSlogofilesmaybescaledtoanysizenecessaryfortheapplication,aslongastheminimumsizerequirementsaremet.Formostapplications,thelogowillbesizedatheightsoflessthan1MinimumsizeMinimumsizereferstothesmallestallowablelogosize.Thelogoisavailableinonesizethatcanbescaleddowntoaminimumsizeof0.3125"highforthepreferredlogo.The1-coloralternatelogoscanbescaleddowntoaminimumsizeof0.1875"high.Alwaysmaintainthelogo’saspectratiowhenscaling.0.1875"Preferredlogominimumsize1-colorlogominimumsizeVersion1.2December11,200923PfizerBrandingGuidelines/VisualIdentity/Section1:Themasterbrand/ThePfizerlogoLogo:onbackgroundsGeneralUsers|CommunicationsProfessionalsDesignAgenciesOnbackgroundsPlacethelogoonbackgroundsthatprovidegoodcontrastandlegibilitytoensurethatitisclearlyrecognizab