Graphic Standards Manual
Pfizer Inc. 235 East 42nd St. N e w Yo r k , N Y 1 0 0 17 + 1- 212 -7 3 3 - 2 3 2 3
h t t p: / / w w w. p f i z e r. c o m / h o m e /
L e tte r from the P resi dent Good health is vital to all of us, and finding sustainable solutions to the health care challenges of our changing world cannot wait. That's why we at Pfizer are committed to being a global leader in health care and to helping change millions of lives for the better through providing access to safe, effective and affordable medicines and related health care services to the people who need them. We have a leading portfolio of medicines that prevent, treat and cure diseases across a broad range of therapeutic areas, and an industry-leading pipeline of promising new products i n a r e a s s u c h a s o n c o l o g y, c a r d i o va s c u lar disease and diabetes. To e n s u r e t h a t w e d e l i v e r t h e v a l u e o u r patients and customers need and our shareholders deserve, we are focused on continually improving the way we do business; on operating with transparency in ever y thing we do; and on listening to the views of all of the people involved in health care decisions. We know that we can best ensure that people everywhere have access to innovative medicines and quality health care through working in partnership with everyone from patients to health care providers, managed care organizations to world governments and non-governmental organizations. Sincerely
Jeffrey Kindler President
g r a p h i c i d ent i f i e r
T yp o g r a p h y
s tat i o n e r y
P r i nt C o ll a te r a l Appl i c a t i o ns
M u lt i M e d i a
1. Po s i t i o n i n g
2. Competition
3. Design Criteria 4. Identifier
5. Colors of Identifier 6. Clear Space
7. C o l o r U s e a g e
8. Unacceptable Uses of Logo 9 . G l o s s a r y o f Te r m s 11. M a i n Ty p e f a c e
12 . S e c o n d a r y Ty p e f a c e 13. D i s p lay Fac es
14 . U s e s o f Ty p o g r a p h y 15. L et te r H ea d
16. B us ines s Car d 1 7. E n v e l o p e
18. M a ilin g L a b el 19. Gr i d 20. Bottle 21. H a t
22. Shirt
23. Bill Board
24. Outside Building Sign 25. Car
26. Web Page
g r a p h i c i d ent i f i e r
1. Po s i t i o n i n g
2. Competition
3. Design Criteria 4. Identifier
5. Colors of Identifier 6. Clear Space
7. C o l o r U s e a g e
8. Unacceptable Uses of Logo 9 . G l o s s a r y o f Te r m s
graphic identifier
Positioning
1.
Pfizer Inc: Evolving to meet the needs of a changing society Pfizer Incorporated is a major pharmac e u t i c a l c o m p a n y, w h i c h r a n k s n u m ber one in the world in sales. During t h e 19 8 0 s a n d 19 9 0 s P f izer un d er went a period of growth sustained by the discovery and marketing of multiple succ e s s f u l d r u g s ( Z o l o f t , L i p i t o r, N o r va s c , Zithroma x, Aricept, Diflucan, Viagra). It produc es the number- one selling drug Lipitor (ator vastatin, used to lower blood c h ol es ter ol); the neur o pathi c pa in / fi b r o -
myal gia dr ug Ly r i c a (p re ga balin); the oral antifungal medication Diflucan (fluc ona zole), the l on g -ac tin g antib i oti c Zithroma x (a zithromyc in), the well - k nown erec tile dysfunc tion drug Viagra (silde nafil c itrate), an d the anti inflammator y Celebrex (c elec oxib) (als o k nown as Celebra in some countries outside USA and Canada, mainly in South America). Pfizer’s shares were made a component of the Dow Jones Industrial Average on
Competition
graphic identifier
2.
April 8, 2004. On January 26, 2009, Pfizer agreed to buy pharmaceutical giant Wyeth for US$68 billion, a deal financed with cash, shares and loans. Since Pfizer was founded by cousins Charles Pfizer a n d Char l es Er ha r t in 18 4 9, o ur p ha r maceutical company has remained dedicated to disc overing and developing new, and b e t t e r, w ay s t o t r e a t a n d p r e v e n t d i s e a s e and improve the health and quality of life for people around the world. From the
miracle of penicillin to the patient suppor t program we’ve developed along with CHA N T I X ™ , a p r e s c r i p t i o n m e d i c i n e t o help people quit smoking, we focus on finding answers to the biggest health challenges of the times. We invite you to explore our rich history and see how we have continually evolved our organization to keep pace with the needs and expectations of our stakeholders and society as a whole.
graphic identifier
Design Criteria
3. Before
After
Design Objectives: To c r e a t e a n e w b r a n d i d e n t i t y f o r t h e Pfizer and make the logo more unique a n d b e m o r e m e m o r i z a b l e . To r a i s e t h e i r logo image and company appearance and let m ore people k now. Theme: Healing and released the pain from illness
Key Adjectives: C l e a n P e a c e f u l H e a l i n g Organized Cellular S a n a t i v e H e l p f u l Calm Comfortable Restorative R e l e a s e d M e d i c a l
Identifier
graphic identifier
4.
In a highly competitive market, brand recognition is essential. Therefore we n e e d o u r o w n w ay i d e n t i t y, a s y m b o l or wardmark that carreys who we are, w h a t w e d o a n d w h a t w e s t a n d f o r. I t i s very an important that our new symbol strengthens the impact in all our areas, by looking our company of together with a striking distinct image. Our new logo does this and more. It carreys exactly is what we are.
The identifier was designed as it an integral unit. Because of it is effectiveness depends on there exact relationship of the type and the design elements, that is relationship must not be changed. The identifier must with us and represented photographically proofs.
graphic identifier
Colors of Identifier
5.
Pfizer Blue Pantone 2727M
C 74 M 42 Y 0 K 0
Pfizer White
C 0 M 0 Y 0 K 0
To e s t a b l i s h a c o n s i s t e n t i d e n t i t y f o r Pfizer identity system, the following colors have been selected. The Pfizer logo should always be presented in pantone blue 2727M, and in white. In four color process printing, Pfizer b l u e c a n b e s i m u l a t e d w i t h 74 C y a n , 4 7 M a g e n t a , 0 Ye l l o w, 0 B l a c k . P f i z e r W h i t e can be simylated with 0 Cyan, 0 Magenta, 0 Ye l l o w a n d 0 B l a c k .
Clear Space
graphic identifier
6. 0.45
2.9
0.45
0.45
1.6
0.45
All measurement in inches.
Clear be most effective, the Pfizer identifier should always be surrounded by most precise prescribed minimum amount of clear space. This territory will set it off distinctly from any other accompanyi n g c o p y, i l l u s t r a t i v e m a t e r i a l a n d o t h e r graphic elements. The recommended minimum distances that define this territory here are derived from the Pfizer identifier shown on this page.
The dotted lines surrounding the official version of the pariah identifier on this page delineates the minimum territory into which no copy graphic elements may intrude. This minimum space territory is determined using the relationship to the cap height, x.
graphic identifier
Color Useage
7.
One Color Signature
One Color Signature Reversed
Black and White Signature
Black and White Signature Reversed
To b e u s e d e f f e c t i v e t h e P f i z e r i d e n t i fier should be used in only four different variations in all applications for system. These variations will set it off distinctly from surrounding elements, including c o p y, i l l u s t r a t i v e m a t e r i a l , p h o t o g r a p h y, and other graphic elements.
in a vertical form. Only promotional applications may these rules be broken.
On all print collateral and signage applications, the logo is to be presented
Pfizer blue is the preferred application. H o w e v e r, i t i s o f t e n n e c e s s a r y t o r e v e r s e logo in which case the presented version. Black and white should be used when appearing in gray scale, such in newspaper advertisement.
Unacceptable Uses of Logo
graphic identifier
8.
a.
d.
b.
e.
c.
f.
Pfizer
a. Never place the logo in any orientation other the horizontal
d. Never uses a different typeface for the logo
b. Never skew or distort the logo in anyway
e. Never outline the Pfizer identifier
c. Never change the position of the relationship of any part of the Pfizer identif i e r, m o s t i m p o r t a n t l y, i n t h e � s t i t c h �.
f. Never apply color to the logo other t h e n t h o s e d e s i g n a t e d i n s e c t i o n 1. 5 o r i n a n y m a n n e r n o t d e s i g n a t e d i n s e c t i o n 1 . 7.
graphic identifier
9.
G l o s s a r y o f Te r m s
ART WORK A camera-ready image or paste-up of graphic elements with instructions for painting. B as e li n e An imaginary horizontal line upon with the base of each capital letter rest. Bleed An element that expands to the edge of a p a g e . To p r i n t a b l e e d , t h e p u b l i c a t i o n i s p r i n t e d o n o v e r s i z e d p a p e r, w h i c h i s t h e n trimmed down to actual required size. B li n d e m bossi n g A design or bas break impression that is created without using inks or metal foils. B od y t e x t Refers to the small type containing the main portion of the message in an ad or a publication. C ap h e ig h t In type, it is distance from the baseline to the top of the capital letters. C olor swatc h Samples of the authorized corporate colors, provided in the last section of the manual. D ispla y t y p e Large and/or decorative type used for headlines and as graphic pieces in disp l a y s . U s u a l l y t h e s i z e s a r e 14 , 18 , 24 , 30, 36, 48, 60, and 72 point. E n capsulat e d post script Also called an EPS, it is a c omputer format for encoding pictures. These can be stored, edited transferred and output as structured PostScript code.
F lus h l e ft , rag rig h t A typographic specification referring the alignment of the successive line of type with the left margin, with the left margin, with random line breaks on the right. F lus h rig h t , rag l e ft A typographic specification referring the alignment of the successive line of type with the lef t margin, with the right margin, with random line breaks on the left. F or m at The planned arrangement of graphic elements, that determines the appearance of the communicating piece. G rid s y st e m An underling structure consisting of the series of horizontal and vertical division, used to organize the graphic element in layout. I d e n tifi e r The official emblem of Orkin as outline on this manual J ustifi e d t e x t Copy in which all the lines of text-regardless of the words they contain-have been made exactly the same length, so that they align vertically at the left and right margins. Kerning In typesetting, the process of subtracting or adding space between specific pairs of character so that the overall letterspacing appears to be even to the eye and does not rely mathematical spacing. L e adi n g In early typesetting, strips of lead were placed between lines of type for spacing, hence the term.
G l o s s a r y o f Te r m s
L e tt e rspaci n g A typographic term referring to the amount of space between individual letters, numbers and punctuations. Margi n The pre - determined unprinted spac e surrounding body copy on a printed piece. O ptical adjust m e n t The precise visual alignment and spacing of typographic elements. In inter letter spacing, the adjustmebt of individual characters to achieve consistent spacing. P agi n atio n The sequential numbering of page in a printed piece. PICA A unit of measurement commonly used in t y p e s e t t i n g a n d p r i n t i n g . ( i . e . 1 p i c a -1/ 6 i n c h , 6 p i c a s =1 i n c h.) PMS The initials for the pantone matching system, a standardized system for the color specification and ink formulas. P oi n t A measure of size used principally in t y p e s e t t i n g. O n e p o i n t i s e q u a l t o 1/12 of a p i c a , o r a p p r ox i m ate l y 1/ 72 of i n c h. It is most often used to indicate the size of type or the amount of leading added between lines of type. P roc e ss pri n ti n g A method for reproducing full color graphics. The image is separated into the four basic ink c olors for pres s: yellow, magenta, cyan and black.
graphic identifier
R e solutio n The degree of detail and clarity of display; usually specified in dots per inch (dpi). The higher the resolution, or the greater the number of dpi, the sharper the image will be. R ul e A straight line produced by typesetting equipment, drawn by hand, or by the c o m p u t e r. S y m bol The unique logotype or graphic mark that identifies Orkin from other companies. T iff Ta g g e d i m a g e f i l e f o r m a t . A f i l e f o r m a t for both color and clack and white images. T o n e o n to n e The desire effect of tone on tone is one where contrast is created by using tints and shades to create contrast. T racki n g The overall tightness or looseness of the spacing between all characters in a line or black of text. Sometimes used interchangeably with kerning, with more precisely is the reduction in spacing bet w e e n a s p e c i f i c p a i r o f l e t t e r. T y pograp h y The use of type including its selection, specification, and relationship to a given format.
10 .
T yp o g r a p h y
11. M a i n Ty p e f a c e
12 . S e c o n d a r y Ty p e f a c e 13. D i s p lay Fac es
14 . U s e s o f Ty p o g r a p h y
Typography
M a i n Ty p e f a c e
11. Helvetica Regular
ab c d e f g hijklmnopqr st u vwxyz a b c d e f g h i j k l mn o p q rstuvw xyz 1 2 3 4 5 6 7 8 9 0!@#$ %^& *()_+
Helvetica Bold
abcd efg hijklmn opqrstu vwxyz a b c d e f g h i j klmn o p q rstu v wx y z 1 2 3 4 5 6 7 8 9 0!@ #$ %^& *()_ +
Ty p o g r a p h y p l a y s a m a j o r r o l e i n t h e c o m p a ny ’s i d e n t i t y. C o n s i s te n t u s e o f typography in accordance with the standards contained in this manual will sea e s t a b l i s h t h e P f i z e r p r o g r a m’s c o n t i n u i t y, q u a l i t y, a n d e f f e c t i v e n e s s . Fa c e s f r o m the Helvetica family have been selected for use with Pfizer program.
All typefaces can be found accompanyi n g s t a n d a r d s m a n u a l CD - RO M . T h e c l e a n lines of Helvetia is preferred choice of typeface for standard usage. It provides a nice contrast to typeface on with the Pfizer logo is based.
S e c o n d a r y Ty p e f a c e
Typography
12 . Apple Symbol
abcde f ghijklmnop qrstuvw x y z ab c de fg h i j klmnopqrst uvwx yz 12 3 4 5 6 7 8 90!@#$%^&*()_+
One typefaces from the Apple family have been chosen as secondary typefaces. Apply Symbol should be the only san serif typeface and similar fonts should never be substituted. Apple Symbol should only be used in the regular weight for numbers and letters as well.
Typography
Display Faces
13 .
Aldactone spiro n olacto n e
100 mg 100 tablets
Sizes larger than 36 points should be set o n P h o t o Ty p o s i t i o n e q u i p m e n t t o e n s u r e sharp reproduction. F o r m a x i m u m r e a d a b i l i t y, a l l t y p o g r a p h y should be set flush left in Helvetica Regular or Apple Symbol Regular and center aligning either above the Pfizer logo or under the Pfizer logo. The type should be tracked out to 50 points.
Display type must always be typeset in Helvetica Regular or Helvetica Bold m o r e t h a n 14 o f p o i n t a n d t h e s u b - t i t l e of the box typography must be half point size smaller than display type, and must always be in Helvetica Regular or Helvetica Bold.
U s e s o f Ty p o g r a p h y
Typography
Example One
E x a m p l e Tw o
Example Three
This is an example of text composed on the Mergenthaler VIP system. The typeface is Helvetica regular in 6/9 point, upper and lower c a s e 10 p i c a s wi de, flush left, rag right.
This is an example of text composed on the Mergenthaler VIP system. The typeface is Helveti c a r e g u l a r i n 7/ 10 point, upper and l ower c a s e 10 p i c a s wide, flush left, rag right.
This is an example of text composed on the Mergenthaler VIP system. The typeface is Helvetica regular in 8 / 11 p o i n t , u p p e r a n d l owe r c a s e 10 picas wide, flush left, rag right.
I n b o d y c o p y, p a r a graphs are always separated by a full line space. there are no indentations at the beginning of paragraphs. Adhering to the end of guidelines for setting typ, as outlined in this manual, will creat a visual aid coontinuity among all Pfizer communications.
I n b o d y c o p y, p a r a graphs are always separated by a full line space. there are no indentations at the beginning of paragraphs. Adhering to the end of guidelines for setting typ, as outlined in this manual, will creat a visual aid coontinuity among all Pfizer communications.
Ty p e S e t t i n g The example on this page shows the c orrect and incorrect use of typesetting. F o r m a x i m u m r e a d a b i l i t y, a l l t y p o g r a p h y should be set flush left, rag right, with upper and lower case of the letters, avoid using all upper case letters of application.
I n b o d y c o p y, paragraphs are always separated by a full line space. there are no indentations at the beginning of paragraphs. Adhering to the end of guidelines for setting typ, as outlined in this manual, will creat a visual aid coontinuity among all Pfizer communications.
14 .
s tat i o n e r y
15. L et te r H ea d
16. B us ines s Car d 1 7. E n v e l o p e
18. M a ilin g L a b el
Letter Head
stationery
1
1.25
15 . 1 P fize r I nc .
0.625
235 East 42nd St. N e w Yo r k , N Y 10 017 + 1- 2 12 -7 3 3 - 2 3 2 3
h t t p: // w w w. p f i z e r. c o m / h o m e /
Rebecca Jackson Lexicon Books
2 2 5 8 H owa r d S t r e et , S u i te 10 0 S a n F r a n c i s c o CA 9 4 1 0 5 22 December 2007 Dear Ms Jackson
I would like to welcome you as a new client. I look forward to working together on developing a
new medicine and I am sure that you will be extremely satisfied with the resaults and services that my team provides.
Good health is vital to all of us, and finding sustainable solutions to the health care challenges of our changing world cannot wait. That’s why we at Pfizer are committed to being a global leader in health
care and to helping change millions of lives for the better through providing access to safe, effective and af fordable medicines and related health care ser vices to the people who need them. We have a leading portfolio of medicines that prevent, treat and cure diseases across a broad range of thera-
p e u t i c a r e a s , a n d a n i n d u s t r y - l e a d i n g p i p e l i n e o f p r o m i s i n g n e w p r o d u c t s i n a r e a s s u c h a s o n c o l o g y, cardiovascular disease and diabetes.
11
Yo u a r e i n v i t e d t o m a k e a n a p p o i n t m e n t t o v i s i t m y t e a m a t y o u r e a r l i e s t c o n v e n i e n c e . M y o f f i c e m a n ager will be happy to show you around and discuss any aspect of our credit policy with you.
I a m e n c l o s i n g s eve r a l s a m p l e s a n d a n e s t i m ate fo r yo ur r ev i ew. Pl ea s e l et m e k n ow i f t h e s e f i g ur e s
fall within your budget for the new medicine. If you have any questions, please do not hesitate to call. Yo u r s t r u l y,
N i e n -Y u n ( K a r e n ) C h e n g
8.5
S i z e : 8 . 5 x 11
Ide ntifie r: 1. 25 x 0.625 The letterhead has been designed to convey a clean, professional look. This design can be adapted for us with personal information. All letterhead should follow the layout shown above. The position of the signature and address information is always consistent.
All measurement in inches.
Business Card
0.25
stationery
16 .
1.25
0.6875
Pfizer Inc. Nie n -Yun (Kare n) Che ng 235 East 42nd St.
0.625
0.6875
N e w Yo r k , N Y 10 017 + 1- 212 -7 3 3 - 2 3 2 3
k a r e n c @ p f i z e r. c o m h t t p: // w w w. p f i z e r. c o m / h o m e /
3.5
Size: 3.5 x 2 Ide ntifie r: 1. 25 x 0.625 L e g a l c o m p a n y n a m e a n d a d d r e s s: 7/ 12 pt Helvetica Regular in upper and lower case. Using flush left normal letter spacing. Color identifier Pfizer logo blue and white, and address in black includes for address.
All measurement in inches.
2
stationery
Envelope
17. 1
1.25
1.5
1 P fize r I nc .
0.625
235 East 42nd St. N e w Yo r k , N Y 10 017 + 1- 212 -7 3 3 - 2 3 2 3
2258 Howard Street, Suite 10 0, S a n F r a n c i s c o CA 9 4 1 0 5
9
Size: 9 x 4
Ide ntifie r: 1. 25 x 0.625 L e g a l c o m p a n y n a m e a n d a d d r e s s: 7/ 12 pt Helvetica Regular in upper and lower case. Using flush left normal letter spacing. Color identifier Pfizer logo blue and white, and address in black includes for address.
All measurement in inches.
4
Mailing Lable
stationery
18 .
1
1.25
1 P fize r I nc .
0.625
235 East 42nd St. N e w Yo r k , N Y 10 017 + 1- 212 -7 3 3 - 2 3 2 3
2258 Howard Street, Suite 10 0, S a n F r a n c i s c o CA 9 4 1 0 5
6
Size: 6 x 3 Ide ntifie r: 1. 25 x 0.625 L e g a l c o m p a n y n a m e a n d a d d r e s s: 7/ 12 pt Helvetica Regular in upper and lower case. Using flush left normal letter spacing. Color identifier Pfizer logo blue and white, and address in black includes for address.
All measurement in inches.
3
P r i nt C o ll a te r a l
19 .
19. Gr i d
Appl i c a t i o ns
20. Bottle 21. H a t
22. Shirt
23. Bill Board
24. Outside Building Sign 25. Car
application
Bottle
20. 1.25
3.5
0.625
Aldactone spironolac
t one
100 mg 100 tablets
2.25
Size: 2.25 x 3.5
Ide ntifie r: 1. 25 x 0.625 The Pfizer logo is to be presented in one of th company’s main products which is the medicine bottle. It should be presented in one of the variations found in s e c t i o n 1 . 7. T o b e m o s t u s e d e f f e c t i v e l y , The Pfizer new identifier should always be of surrounded by the prescribed minimum amount of blank way space.
All measurement in inches.
Hat
application
21.
2.5
1.35
6
10
Size: 10 x 6 Ide ntifie r: 2 . 5 x 1. 3 5 The Pfizer logo is to be presented in one of th company’s main equipments which is the hardhat. It should be presented in one of the variations found in section 1 . 7. T o b e m o s t u s e d e f f e c t i v e l y , T h e Pfizer new identifier should always be of surrounded by the prescribed minimum amount of blank way space.
2
All measurement in inches.
application
Shirt
22.
3
1.63 24
20
Size: 20 x 24
Ide ntifie r: 3 x 1.6 3 All shirts are avalible in Pfizer blue. All s hir ts are made from 10 0 p erc ent c ot ton in sizes for both male and female. An action descriptor is to be presented on a horizontal axis in knocked out of white next to Pfizer logo.
All measurement in inches.
Bill Board
application
23.
10.6 5.75
Progress. Promise.
PFIzeR.
40
93
120
Size: 12 0 x 4 0 Identifier: 10.6 x 5.75 The Pfizer logo is to be presented in one of th company’s main equipments which is the bill board. It should be presented in one of the variations found in section 1 . 7. T o b e m o s t u s e d e f f e c t i v e l y , T h e Pfizer new identifier should always be of surrounded by the prescribed minimum amount of blank way space.
All measurement in inches.
application
Outside Building Sign
24 . 37.5
20.3
100
300
Size: 30 0 x 10 0 I d e n t i f i e r : 3 7. 5 x 2 0 . 3 This is an application of the entrance of the Pfizer building. The Pfizer logo is to be presented in one of th company’s main equipments which is the main building of P f i ze r c o m p a ny. I t s h o u l d b e p r e s e n te d i n o n e o f t h e v a r i a t i o n s f o u n d i n s e c t i o n 1 . 7. To b e m o s t u s e d e f f e c t i v e l y,
All measurement in inches.
Car
application
25.
38
212-733-2323
75.5
207.8
S i z e : 2 0 7. 8 x 74 . 7 x 7 5 . 5 Identifier: 38 x 20.6 The Pfizer SUV should be painted in the equivalent to Pfizer white. The logo should be in the one colored version. The Pfizer new identifier should always be of surrounded by the prescribed minimum amount of blank way space.
All measurement in inches.
20.6
M u lt i M e d i a
We b Page
0.4
Multi Media
1.6
26.
0.25 0.75
10
15.5 All measurement in inches.
26. Web Page P fizer web site c ontained a lot of information that people may want to know, such as the company history background, products, researches, and development.
The Pfizer web page should have the same quality and elementsof the measurement sacle. The identifier should be 1. 6 i n c h e s b y 0 .75 i n c h e s . T h e s c r e e n s i ze i s 15 . 5 i n c h e s by 10 i n c h e s .