Pfizer Corporate Brand StandardsPfizer logo Logo colors: preferred ... and value in the discovery,...

Corporate Brand Standardsfor Internal & External Communications

Version 2.0 2018

Brand ManagementWho to ask:Niccole GingrasBrand Manager Enterprise CommunicationsCorporate [email protected]

Kenneth B. CarlsonCreative DirectorGlobal Creative [email protected]

For guidance, contact the Corporate Brand Identity Group:[email protected]

Where to find resources:id.pfizer.com

Who follows the Corporate Brand:As the visual representation of all that we are and do, the Company name, Pfizer logo and visual style should be presented throughout the Company internally and externally. Corporate Brand Standards are applicable to all marketing and communications materials where the Pfizer logo appears, including but not limited to written communications, marketing collateral, websites, advertising, presentations, events, sponsorships, stationery, interior and exterior building signage, programs, and initiatives. Corporate Procedure 410 governs the Corporate Brand Standards (http://policysource.pfizer.com/Corporate/PDFDocuments/410.CorporateImage.pdf }

When to contact:Please contact the Brand Team at the initial stage of any discussion about creating an identity for an internal group or external-facing campaign. Engage early and often to help protect the visual representation of the company.

mailto:niccole.gingras%40pfizer.com%20?subject=Corp%20Brand%20Standards

mailto:kenneth.b.carlson%40pfizer.com%20?subject=Corp%20Brand%20Standards

mailto:brandid%40pfizer.com%20?subject=Corp%20Brand%20Standards

https://id.pfizer.com/

http://policysource.pfizer.com/Corporate/PDFDocuments/410.CorporateImage.pdf

Why a strong brand is important

Our people are one of our most powerful brand assets. Demonstrating commitment to our brand is a responsibility we all share in our efforts to strengthen Pfizer’s reputation.

Pfizer’s brand identity represents a high standard of excellence, and by owning our brand, we safeguard our purpose, our science, our products, and our people.

These guidelines were developed to help us work together in building consistent, branded communications that collectively enhance Pfizer’s reputation in the communities we serve. Using these standards will enable us to create materials that speak to both internal and external audiences while maintaining one, unified voice.

Together, we can contribute to Pfizer’s reputation as a leader in global health and well-being.

Thank you,

Sally SusmanExecutive Vice PresidentCorporate Affairs

What’s in Our Branding DNA

Pfizer Corporate Brand Standards — Version 2.0 4

These are the main elements that paint the company picture. The picture isn’t complete without all the elements interacting together.

The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Visual Identity—Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Visual Identity—Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Visual Identity—Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Visual Identity—Iconography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Signature System—Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Signature System—Tier 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16



Signature System—Special Signatures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Signature System—Special Signatures Don’ts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Signature System—Call to Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Signature System—Taglines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Signature System—Endorsements and Sponsorships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Putting It Together . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

The Logo

Preferred Gradient Version

Clear-space Minimum Size

Reverse Version

Alternate 1-Color Version

Alternate 1-Color Version is in Pfizer Blue and used when a simplified mark is required for premium items, silkscreens, etc. It is also used for volume printing as a cost-saving initiative.

The 2-Color Gradient Version of the logo is the preferred version as its brightened color signals optimism and warmth. In print applications the logo consists of Cyan and PMS Reflex Blue.

The Reverse Version (white) logo is used whenever there is a background that is too dark to maximize the contrast to the color logo.

Alternate Black Version is used only when printing in color is not available or cost prohibitive. It is preferred to replace color logos with this version if printing in B&W to avoid a noncompliant grayscale logo.

Alternate Versions

Alternate Black Version

0.1875" 0.3125"

The preferred logo can be scaled down to a minimum height of 0.3125”. Always maintain the logo’s aspect ratio when scaling.

The alternate logos can be scaled down to a minimum height of 0.1875”.

Please note clear space may need to be adjusted when space is limited.


The logo is the primary mark of the Master Brand and is Pfizer’s key visual symbol. The proper usage of the logo communicates a strong compliance across the company, and it must be safeguarded both internally and externally. The original oval shape was introduced in 1948 and still remains a prominent part of today’s identity. Please be aware of the proper file format for the intended application, and if unsure, ask the Corporate Brand Team.

Please note: The letters in the logo are transparent and should reveal the background.

The Logo—PlacementWhen placing the logo onto materials the position and background must be considered. The preferred placement is on the lower left or upper right, and always be mindful of the clear space and distance to the edge of the piece.

In Visual Displays

In Banners and Headers

On Backgrounds

In larger display settings the logo is preferred to be on the lower left. Alternate placements are acceptable based on overall flow of the communication.

In banners and headers make sure the logo maintains clear space. Place the logo on backgrounds that provide good contrast and legibility to ensure that it is clearly recognizable.

Presentation Title


The Logo—Don’tsEnsure 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: Our logo is a distinctive mark and should never be used as a word within a sentence.

DO NOT outline the logo.

DO NOT use the logo in a holding box or other shape.

DO NOT remove the Pfizer wordmark from the oval.

DO NOT change the logo’s proportion.

DO NOT crop the logo.

DO NOT lock up product identifiers or product descriptions with the logo.

DO NOT change the logo’s color.

DO NOT use the preferred logo on a dark background.

DO NOT rotate the logo.

DO NOT add drop shadows or other effects to the logo.

DO NOT apply color to just the letterforms inside the logo.

DO NOT place the logo on a complicated background or a background that reduces its legibility.

DO NOT embelish with colors, ribbons, or text.

DO NOT fill letterforms — they should knock through to background.

DO NOT use in art work.


Visual Identity—ColorsThe color palette is made up of the Pfizer blue and supportive neutral colors (black, gray, and white). The secondary color palette consists of a complementary set of bright colors that convey strength and optimism. The use of gradients creates additional colors and should not be used.

The colors represented on this page have not been evaluated by Pantone LLC. and may not match the Pantone system. Consult a Pantone Color Formula Guide for reference.

Color Pantone C M Y K R G B Hex#

Pfizer Blue Process Blue 100 10 0 10 0 147 207 #0093D0

Black Black 0 0 0 100 0 0 0 #000000

Gray Cool Gray 10 0 0 0 60 97 99 101 #616365

White White 0 0 0 0 255 255 255 #FFFFFF

Cyan Process Cyan 100 0 0 0 0 174 238 #00AEEF

Magenta Process magenta 0 100 0 0 214 0 110 #D6006E

Light Blue 310 C/U 43 0 10 0 117 209 224 #75D1E0

Light Green 376C/375U 50 0 100 0 125 186 0 #7DBA00

Red 1797 C/U 0 100 99 4 204 41 43 #CC292B

Green 355 C/U 94 0 100 0 0 169 79 #00A950

Orange 144 C/U 0 48 100 0 248 151 29 #F8971D

Yellow 109C/108U 0 10 100 0 247 212 23 #F7D417

Purple 269C/268U 78 100 0 33 74 36 94 #4A245E

Light Red 7417 C/U 0 75 75 0 242 102 73 #F26649

Blue Reflex Blue C/U 100 73 0 2 0 37 150 #002596

Essential Green 388 C/U 32 0 98 0 184 239 48 #B8EF30

Innovative Navy 288C/ 280U 100 88 27 19 30 55 108 #1E376C

Prim

ary

*

*

* To be used by PEH or PIH only


Visual Identity—Color TintsThe application of colors in the communications across Pfizer should help to support the message and be purposefully used. Colors should be used at 100% for internal group identification as well as for showing inter-group association. When tints are used, the piece should contain a limited palette of no more than three secondary colors.

Tints for Depth and InformationUsing the colors from the Pfizer palette in 25% screen increments allows for a depth of color and can be used to help with charts, infographics, and navigational graphics. They should:

• Never be used as primary design colors.

• Only be used when 100% of the color is used as well.

• Be used to create watermark effects when appropriate.

• Use values based on the original Pantone color.

Transparent OverlaysTransparent overlays are used to enhance readability over photos, especially in multimedia. They can also be used on top of colors from the palette to deepen borders. They should be:

• Black or White to transparent ONLY.

• Used on 1 or 2 borders.

• Used sparingly and be subtle in nature.

• Bleed to the edge.

0 10 20 30 40 50

Button Sample [Normal]

Button Sample [Rollover]

Button Sample [Click]

Overlay gradient black to transparent

Overlay applied

Overlay always goes to edge. Not like this.

Cyan (no overlay)

White gradient overlay on bottom edge. Black gradient overlay on top edge.

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

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


Visual Identity—Color Tint Values for ScreenWhen using tints of the color palette for print, please use the PMS spot color and adjust to 25% increments.

When using tints for any on-screen applications, please refer to the table below to get the proper RGB values for the tint increment.

The colors represented on this page have not been evaluated by Pantone LLC. and may not match the Pantone system. Consult a Pantone Color Formula Guide for reference.

Color 100% 75% 50% 25%

R G B R G B R G B R G B

Purple 74 36 94 119 91 134 167 145 174 210 200 215

Blue 0 37 150 64 92 176 127 146 202 191 200 229

Pfizer Blue 0 147 207 64 174 219 127 201 231 191 228 243

Cyan 0 174 238 64 194 242 127 214 246 191 235 251

Light Blue 117 209 224 152 221 232 186 232 239 220 243 247

Green 0 169 79 64 191 123 127 212 167 191 233 211

Light Green 125 186 0 158 203 64 190 220 127 222 238 191

Yellow 247 212 23 249 223 81 251 233 139 253 244 197

Orange 248 151 29 250 177 85 251 203 142 253 229 198

Light Red 242 102 73 245 140 119 248 178 164 252 217 209

Red 204 41 43 217 95 96 229 148 149 242 201 202

Magenta 214 0 110 224 64 146 234 127 182 245 191 219

Grey 97 99 101 138 138 138 177 177 177 216 216 216

Essential Green 184 239 48 202 243 100 219 247 151 237 251 203

Innovative Navy 30 55 108 86 105 145 142 155 181 199 205 218

* To be used by PEH or PIH only

*

*


Visual Identity—ImagesThe use of imagery should be bright and optimistic. It should support the business and our Pfizer story by demonstrating:

• Our ability to innovate in the drive to discover cures.

• Our expertise in partnerships that advance medicine and health.

• Our commitment to create a genuine and positive impact on public health.

Subject Matter• Real life (not staged, posed, or fictional).• Optimistic and warm (or neutral).• Singular concept/subject per image.• Advancing progress/positive change.• Scientific 3D modeling or microscopic images.

Style• Natural lighting (no extensive photo retouching).• Bright tonal range.• Clear/Sharp focus on subject matter.• Clean, simple areas of “white space.”• No silhouettes or drop shadows.

Rights and Usage• Only use images you have permission to use.• Do NOT distribute images to others.• Know the original source of your images.

Image Dont’s

DO NOT use effects like drop shadows, bevels, or embosses.

DO NOT use staged or posed subjects.

DO NOT use dark, depressing, or graphic images.

DO NOT use colorized or over-saturated images (this includes any color overlays).

DO NOT use silhouetted images. DO NOT distort images.


Visual Identity—TypographyThe primary font for the visual identity of Pfizer is FS Albert. It is designed to scale from the smallest application to the largest while maintaining its warm and humanistic appearance. FS Albert and LM Roman Demi should be used in all print, desktop, web, and mobile applications. The distinctive “fi” ligature should be enabled on all fonts.

FS Albert This is the primary font for messaging across all media. It is designed to be welcoming and highly legible on screen and in print. FS Albert Pro Narrow family may also be used. 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

Latin Modern Roman DemiThis is the display font which is used for “calls to action” and other main headlines. It should be used at >36 pt and in Title Case whenever possible. The font should not be used for any body text of larger text blocks. This font replaces Pdot. LM Roman Demi is an Open Source font and can be freely downloaded and shared across the organization. Latin Modern Roman Demi is available for download at ID.Pfizer.com/Fonts

ArialUsed only as a substitution font when FS Albert is not available

Aa Aa AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(@!#$%:;,.?)1234567890

Thin Thin ItalicRegular ItalicBold Bold ItalicExtra Bold(Narrow Family also allowed)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(@!#$%:;,.?)1234567890

Regular Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(@!#$%:;,.?)1234567890

Narrow Narrow ItalicNarrow Bold Narrow Bold ItalicRegular ItalicBold Bold ItalicBlack

Primary Font for All Communications Headline and Impact Font Alternate Font


https://id.pfizer.com/

Visual Identity—IconographyIconography within Pfizer should be used sparingly and with purpose. Icons aid in navigation, help to emphasize an idea or concept, and provide groups within Pfizer a distinguishing graphic element while staying within the Master Brand. They are also used in infographics to visually support the data. Acceptable icons are in a pictographic style and should be simple, linear drawings with minimal detail. Using a frontal perspective will help reduce complexity. The corners and end caps should be rounded.

Preferred Circle Version Examples Icon Don’ts

Reversed Circle Version Examples

Alternative Free Standing Version Examples

DO NOT use gradients to colorize the icons. They should always be solid colors.

DO NOT use 3D effects like bevels or drop shadows.

DO NOT use overly complex or detailed icons.

DO NOT fill the icons with color. Only use up to 3 colors.

DO NOT replace logo with icons for any Tier signatures.

GLOBAL SECURITY


Visual Identity—Iconography: Building an IconBelow are guidelines for designers using Adobe Illustrator as the vector-based design software. They demonstrate the unique features of the icon style and how to build it. These guidelines for developing the icons will ensure a consistent look across the organization.

Steps to Build an Icon1. Create a 1” diameter circle to contain the icon.2. Stroke weight should be at least 2 pt.3. Caps and corners should be rounded. 4. Closed path corners should have at least .02” corner radius.5. Create artwork using conceptual style.6. Outline any stroke to create closed paths.7. Apply <3 colors using Pfizer palette at 100% value.8. Create alternate versions:

• Remove circle for a free-standing icon.• Use a 25% tint value to entire icon for wash version.• Fill circle with color and reverse icon to white.

AThe corner radius should be rounded and should mimic the corners of FS Albert font.


Master Brand

Tier 1—Business Units Essential Health or Innovative Health Level

Tier 2—Business Groups Oncology, Medical, or Consumer Healthcare Level

Tier 3—Divisions/Departments/Enabling Functions Drug Safety or Human Resources Level

Special Signatures [2 Style Options] Programs, Events, Applications, or Initiatives

Endorsements & Sponsorships Acquisitions, Partnerships, or Corporate Alignment

Signature System—ArchitectureThe Signature System is designed to provide a consistent way to display the names of the different groups within Pfizer and to show the relationship to the larger organization. Pfizer has only one logo, and groups within Pfizer should use the signature system for internal and external communications.

ESSENTIAL HEALTH INNOVATIVE HEALTH

HUMAN RESOURCES

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Global Health Fellows ONEPfizer

Consumer Healthcare Oncology

Vaccines 40% of XX

Vaccines 40% of XX

Communications 25% of X25% of X


ESSENTIAL HEALTH INNOVATIVE HEALTH

ESSENTIAL HEALTH 40% of XX

ESSENTIAL HEALTH 40% of XX

Research & Development 25% of X25% of X

Signature System—Tier 1Tier 1 applies to the Business Units. This is the highest level within the organization and has the strongest affiliation to the Master Brand. The text is in the heaviest weight and all caps to represent the scale and significance of the business unit. The text should be in Pfizer blue whenever possible to show the connection to the logo.

Tier 1 Signature Samples

Proper Spacing

Alternate Internal Use Only PIH

Colors

Minimum Size

Font

FS ALBERT EXTRABOLD–ALL CAPS

The signatures should follow the same rules on color as the Pfizer logo.

Gradient Version 1-Color Version

0.3125"

SubtitlesSubtitles are used to show the organizational relationships and/or hierarchy within the group. Font for subtitle is FS Albert Italic in Gray

0.1875"

Subtitles are used to show the organizational relationships and/or hierarchy within the group. Font for subtitle is FS Albert Italic in Gray


Subtitles are used to show the organizational relationships and/or hierarchy within the group. Font for subtitle is FS Albert Italic in Gray

Consumer Healthcare Oncology

Vaccines 40% of XX

Vaccines 40% of XX

Communications 25% of X25% of X

Signature System—Tier 2


Proper Spacing

Colors

Minimum Size

Font

FS Albert Bold Italic—Title Case



0.3125"

Subtitles

0.1875"

Tier 2 applies to the Business Groups. This is the level within the organization that falls directly below the business units and is tied directly to Pfizer business and science. The text is in bold and italic representing the strong forward movement of the organization. The text should be in Pfizer blue whenever possible to show the connection to the logo.


HUMAN RESOURCES 30% of XX

HUMAN RESOURCESDiscover Talent 25% of X

30% of XX25% of X

MEDICALHUMAN RESOURCES

Subtitles are used to show the organizational relationships and/or hierarchy within the group. Font for subtitle is FS Albert Regular in Pfizer blue.

Signature System—Tier 3


Proper Spacing

Colors

Minimum Size

Font

FS ALBERT REGULAR–ALL CAPS



0.3125"

Subtitles

0.1875"

Tier 3 applies to all organizational lines below the Business Groups. This level contains all the Enabling Functions, Divisions, and Departments. The text is in a lighter face to signify the supporting nature of these groups within the organization.


Signature System—Special SignaturesPfizer Program, Initiative, Application, 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. When selecting an appropriate name for your Program, Initiative, Application, or Event, do not use “Pf” in the name. Any group that is eligible for a Tier 1, 2, or 3 signature should not use a special signature.

Option 1—Endorsement StyleThe endorsement style is the preferred style for externally facing special signatures. It has a strong association with the Master Brand and always includes the type of association spelled out in the endorsement line (i.e.- Program, Initiative). The logo used in endorsement lines should be the 1-color blue as preferred and white when rest of signature is also white.

Naming—The name should NOT include Pfizer in this style. It should be in FS Albert font and can be in any face.

Positioning—The endorsement line should always be under the name and illustration. It should be either left or right flush with the name text.

Colors— Colors should be limited to 3 colors for the text and illustration. Do not use tints.

Illustration— The illustration should be in the icon style, but does not need to be contained in a circle.

Minimum Size— Follow the guidelines for logo minimum.

Naming—The name can include Pfizer in this style, but the Pfizer name MUST always be in FS Albert Bold and Pfizer blue, and have the distinct “fi” ligature. The rest of the name should be in FS Albert font and can be in any face.

Positioning—The Pfizer name mark should be at least 3/4 the size of the other text. It can be locked up anywhere within the signature to include being run vertical on a 90 degree counter-clockwise rotation.

Colors— The Pfizer name mark should only be in Pfizer blue or white. The overall signature colors should be limited to 3 colors for the text and illustration. Do not use tints.

Illustration— The illustration should be in the icon style, but does not need to be contained in a circle.

Minimum Size— The signature should not be used below a size that has the Pfizer name smaller than FS Albert font 6 pt [ Pfizer ].

Elements of the Signature

Elements of the Signature

Option 2—Name Mark StyleThe name mark style is preferred for internal facing special signatures since it does not include the Pfizer logo.

Examples (these examples are for illustrative purposes and not necessarily current)

Examples (these examples are for illustrative purposes and not necessarily current)

ProgramA 40% of XX

Pfizer

GREATMANAGERAWARD

Pfize

r

Global Asian AlliancePfizer

SolutionA

Integrated HealthVOL.UNTEERZInitiativeA


Signature System—Special Signatures Don’tsPfizer Program, Initiative, Application, and Event signatures are used both internally and externally so they act as an extension of the Master Brand. Creating logos or improperly designed signatures dillute the Master Brand and send a negative message.

DO NOT use colors outside of the Pfizer color palette and do not use tints or transparencies.

DO NOT use fonts other than FS Albert for Program, Initiative and Event names. DO NOT stylize the text by altering the letterforms.

DO NOT use the FS Albert font without the distinct “fi” ligature enabled. This is typically found in the smart punctuation part of a design program.

DO NOT use the Pfizer name mark in black or any other color except Pfizer blue, or white if the entire signature is reversed.

DO NOT “lock up” any unapproved artwork or visual elements with the Pfizer logo. Adhere to the clear space guidelines for the Pfizer logo when creating a “lock up”.

DO NOT use abbreviation when building the signature unless the abbreviation is also spelled out. Widely accepted abbreviations like R&D are acceptable as long as the common term is what the abbreviation stands for.

lifeTM

DO NOT fill the Pfizer oval with other graphic elements. Multiple versions of the Pfizer logo will dilute the strength of our brand identity.

DO NOT place any Illustration over the text. This clutters up the signature and does not transpose to a one-color signature.

PfizerDATA Award

ProgramAProgramA

Patient Savings

Science Week


PfizerB.I.G.

Signature System—Call to Action

Placement

Style

A call to action serves as a tagline option for any group under the Master Brand. Because there are only two approved taglines, all other taglines should be converted to a call to action. A call to action should be a short concise engagement that directs or impacts the focus of the group. It can be a main focus of a campaign with prominent placement. Never lock up a call to action with the logo or a signature and never use the word Pfizer in a call to action.

Text—The text should NOT include Pfizer. It should be considered a tagline with direction.

Fonts—The endorsement line should always be under the name and illustration. It should be either left or right flush with the name text.

Positioning—The call to action should maximize the distance to the signature and never be locked up with the signature.

Colors— Colors should be limited to 3 colors for the text and illustration. Tint values can be used as long as full value is also used.

Illustration— The illustration should be in the icon style and can interact with the text, but shouldn’t touch any text.

Elements of the Call to ActionCall toACTION

Join us November 28 for a

Panel on Aging

Tier 2 Signature

Call toACTION Call to Action

DO NOT lock up a call to action with a signature. The minimum distance between the signature and call to action should be the height of the Pfizer logo.

DO NOT lock up a call to action with a signature. The minimum distance between the signature and call to action should be height of the Pfizer logo.

Slide Title Text A Call to Action Can be a Sentence.

TIER 3 SIGNATUREPfizer Confidential


Signature System—Tagline

Taglines

Alternate Stacked Version

Colors

Minimum Size

Clearspace

The text and logo color should follow the same rules as the logo.


0.3125"

Spacing

0.1875"

The Pfizer logo-tagline is a concise statement of our company’s purpose. It communicates our key reason for being in a clear, direct, and engaging manner. The Pfizer Corporate logo is the only logo permissible within the Pfizer brand. No other logos may be developed. The Pfizer logo may be locked up with an organizational group name to form a signature (see Signature System in the Standards). A tagline may not be used with a signature, and only the corporate-sanctioned tagline may be used with the Pfizer logo. Instead of a tagline, a “call to action” may be used prominently, providing it is not locked up with the signature.

20% of XX

20% of X

X


Signature System—Endorsements and 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 proactively at the end of that time or when the business relationship ends.

Finally, from a brand perspective, Pfizer needs to be mindful about giving endorsements freely because the public will associate the quality of one company with that of Pfizer fairly quickly.

For any questions about the Pfizer logo or to request use of the logo, please email [email protected]

Sponsorship

Spacing

Business Endorsements

Sample Endorsement Lines

Sponsorships are used when a third party requests the Pfizer logo in conjunction with an event, program, or philanthropic endeavor. It is preferred to have the words “Sponsored by” to fully disclose the relationship, but a stand-alone logo may be used when more appropriate to the overall design.

Pfizer Master Brand endorsements are a rare and unique usage of the Pfizer Brand to show a relationship between Pfizer Inc. and a separate business entity. The endorsement line allows for the separate entity to maintain their branding while being tied to Pfizer. At no time should the brand elements of another entity (to include products) be mixed with the Master Brand.

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Sponsored by

Stacked Version In-Line Version

StudyA PartnershipA


Putting It TogetherThe primary focus of the Corporate look and feel is to convey a thoughtful and uplifting tone that supports our scientific innovations, public health, and partnerships.

Breakthrough cancer treatments often begin with a spark of insight, but patients are the true inspiration for what we do. We’re focused on

translating potential into promise for those who need it most.

Focused on what truly matters.

Inspiration

Oncology

It takes an average of 1,600 scientists 12 years to bring one Pfizer medicine to life. That’s a lot of collective brainpower dedicated to finding medicines that improve lives.

Scientists and patients are one part of a medicine’s journey. Get the full story at Pfizer.com/discover.

Care.It begins with

Science DayPartner Line Partner Lines

working together to turn discoveries into medicines

Global Forum


Pfizer Corporate Brand StandardsPfizer logo Logo colors: preferred ... and value in the discovery,...

Documents

Transcript of Pfizer Corporate Brand StandardsPfizer logo Logo colors: preferred ... and value in the discovery,...