Zoetis brand guidelines january 2013 by Ray Bar

Building our BRAND TOGETHER

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

CONTENTS Introduction Our brand platform 1.1 Our brand essence & brand positioning 1.2 Our brand attributes 1.3 Our name 1.4 Our naming architecture Our brand elements 2.1 How we look 2.2 Brand elements overview 2.3 Logo 2.4 Logo: color variations & backgrounds 2.5 Logo: clear space 2.7 Logo: minimum size 2.8 Logo: placement 2.9 Logo: incorrect use 2.10 Logo with a trademark symbol 2.11 Tagline 2.12 Color palette 2.13 Color palette: effective use 2.15 Color palette: incorrect use 2.16 Photography 2.17 Photography: partners in supporting animal health 2.18 Photography: respectful animal portraits 2.19 Photography: supporting 2.20 Photography: incorrect use 2.21 Graphics 2.22 Graphics: incorrect use 2.24 Typography 2.25 Typography: specifications 2.26 Typography: effective use 2.27 Typography: incorrect use 2.28 International typefaces 2.29 Icons 2.30 Charts, graphs and tables 2.31 Messages 2.32 Messages: examples 2.33 Video toolkit 2.34 Video toolkit: elements 2.35 Video visual system: lower 3rd

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Applications 3.1 Stationery 3.2 PowerPoint® Presentation 3.3 Brochure: front cover 3.4 Brochure: inside spread 3.5 Brochure: back cover 3.6 Poster 3.7 Print & banner ads 3.8 E-mail newsletter & campaign 3.9 Partner/product brand e-mail 3.10 Product brand packaging 3.11 Social media 3.12 Trade show 3.13 Promotional items APPENDIX 4.1 Logo filename 4.2 Tagline filename 4.3 Photography filename RESOURCES AND CONTACTS

INTRODUCTION

Our Zoetis brand directly conveys who we are as a company, reflecting the products and services that we bring to market, the spirit and talent of our people, and the relationships that we share with our customers. To build the Zoetis brand, it is important for us to boldly embrace our brand in everything that we do and to consistently communicate what it means. We developed these brand guidelines to help accomplish this goal. They outline the basic elements to visually communicate our brand and to demonstrate how these elements come together to create a compelling and unified expression. By adopting and applying these guidelines, we ensure that our communications—both visual and verbal—align with our essence and attributes, and help us to successfully build our Zoetis brand and our business.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Our BRAND PLATFORM

OUR BRAND ESSENCE & BRAND POSITIONING Our brand essence is the core idea and emotional heart of the Zoetis brand. It is the foundation upon which all internal and external stories and brand experiences are built. Our brand positioning is the unique place that we want to occupy in the minds of our customers and in the marketplace. Our brand positioning distinguishes us from

BRAND ESSENCE

BRAND POSITIONING

our competitors and serves as a platform for developing consistent and integrated communications. Our brand essence is an internally-facing element of our brand. Unlike our tagline, our brand essence has not been registered for proprietary use; therefore, do not feature it in external communications.

BUILDING PARTNERSHIPS FOR RESULTS THAT MATTER WHO WE ARE

We are an animal health company focused completely on supporting our customers and their diverse business needs through the development of medicines, vaccines, and solutions.

OUR GOAL

We strive to contribute to a healthier world by helping to improve the health of animals and supporting the needs of those who raise and care for them.

How we are different

We work everyday to listen to our customers and better understand and address their real world needs through our broad portfolio and local presence.

What we deliver

We combine decades of experience with the latest science to deliver relevant, high-quality products and services that support healthier animals and businesses.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1.1

OUR BRAND ATTRIBUTES Our brand attributes describe the spirit of our organization and guide the appearance and tone of all our communications. Our brand attributes demonstrate and reinforce who we are and why we are different.

Our tone of our voice, the imagery that we select and the experiences that we create should always reflect our brand attributes.

BRAND ATTRIBUTES

COLLABORATIVE

We work closely to support our customers in achieving their goals and needs.

IMPACTFUL

We work to deliver tangible, high-quality results that our customers find truly relevant.

INVENTIVE

We strive to find better and more creative ways to help our customers solve their most pressing real-world animal health challenges.

RESPONSIBLE

We understand the importance of our industry and we do our work with purpose and integrity.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1.2

OUR NAME Our name, Zoetis, is our calling card. It serves as the introduction of our purpose, our values and our identity. Like any individual’s name, our name is a handle by which we refer to the whole of who we are and what we do. That’s why it’s so important and exciting that our distinctive and powerful new name helps us tell our story.

Zoetis is derived from zoetic, meaning, “pertaining to life.” Through zo-, which relates to animals, our name shows our total focus on animal health; and -is, a classical root familiar to our industry, places us among the best scientific innovators.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1.3

OUR Naming architecture Our naming architecture uses clear, simple and straightforward language that is animal-focused and easy to understand by customers across the industry. Below is the recommended naming architecture for our communications.

SPECIES CATEGORIES Use the two following names to categorize species at the corporate level:

Companion Animal Health

Farm Animal Health

DOGS CATS HORSES

Dairy Cattle Beef Cattle Sheep Pigs Poultry Fish

Note: Regional variation is allowed based on local norms.

SPECIES Use standard terminology to refer to species at the corporate level (e.g., global website, annual report). • Do not lock up a species name to the Zoetis logo. Note: Regional variation is allowed based on local norms.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1.4

OUR Naming architecture BUSINESSES We recommend the following conventions for businesses: • Avoid using redundant language that is apparent in the context of the communication.

Genetics

VS.

Animal Genetics

• Do not repeat the name of the company in the name of the business.

Diagnostics

VS.

Zoetis Diagnostics

• The term ‘global’ should be used to identify a business that is global.

Global Poultry

• Do not lock up a business name to the Zoetis logo.

REGIONS & COUNTRIES We recommend fully spelling out the name of the region or country: • Avoid using acronyms or initials, where possible.

United States

VS.

U.S.

• When acronyms are used, spell out the full name of the region or country in the initial mention.

Asia Pacific

VS.

APAC

• Do not lock up a region or country name to the Zoetis logo.

DEPARTMENTS • We recommend using descriptive names for department naming e.g., New Products Marketing.

New Products Marketing

• When acronyms are used, spell out the full name of the department in the initial mention. • Departments that are global, should use the term ‘global’ e.g., Global Market Research. • Do not create logos for departments or lock up a department name to the Zoetis logo.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1.5

OUR Naming architecture PROGRAMS • Programs will use a range of name types from descriptive to connotative. • Where possible, names should be used without abbreviations unless the name is too long. • Programs may have a brand treatment or their own identity, but never lock up a program name or logo to the Zoetis logo.

PRODUCTS & SERVICES • Products and services will use a range of name types from descriptive to connotative. • Products and services may have a brand treatment or their own identity, but never lock up a product or service logo to the Zoetis logo.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1.6

OUR BRAND Elements

HOW WE LOOK Our visual system employs a flexible kit of inter-related parts that allows us to build a consistent look and feel across all of our communications. Below is a visual overview of the Zoetis brand.

ZOETIS NEWS ON ZOETIS WORLD

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WELCOME TO THEabor NEW ZOETIS WEBSITE Fuga, ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat 10, 2012 harundis untinvel inturit endignihit perestior sunturDecember alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit Body copy mevidit lique parci tem Ur et evenia conecea quamusdae. Fuga. Ur autditio. Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. molorum, omni quasperiae quasperiae ipsanda ndiatemofficiam, seque alia ipsanditiunt ipsanda ndiatem seque alia ipsanditiunt abor res molorum, et ape iunt.omni Dipidel liquas atiore voluptaspe sequae culpar- abor res et ape iunt. Dipidelculparcient liquas atiore voluptaspe sequae culparcient. Nient cient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae perat harundis officiam, untinvel inturit endignihit dello quiatur ipidel liquas atiore voluptaspe perestior suntur alist, officatur sit min pe imilia velectis autem. Et quam ut facitofficiam, autditio. sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis Thank you for your contribution to our business. quiatur autem. Et quam ut facit autditio. Best regards,

CANINE DOSING WITH DEXDOMITOR Body copy Gotham Narrow Book 10/13 pt tod et ea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta tendae voluptias eaqui remolo omnis assed et litium el et apient. Fici aute nonsed ut est exerat venis sed ma ipis sum dolendam autecat asperferat verum as re none liquid quibus.

Paul Taylor Senior Vice President

HEADLINE LOREM IPSUM SIT DOLOR December 1, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

DIAGRAM NAME HEADLINE LOREM IPSUM SIT DOLOR TEM ET EVENIA CONECEA QUAMUSDAE

Ossimenime nobita volore nimil ius, non pere quos expla voles debis aspiciundam, quatqui sandel iunt landel is sinia quam harchit enessume parum fac cumquat hitiaer epu dips untur, nonsed eate simagni blaccabor modis rest, qui officiur magnima nonsenda vero maiorum simendis molor aliquat laborpore ersperores qui corions equatiat es ulli quis max impeles alit hitiis iusam nosam et res. SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient.

Year 1

Year 2

Year 3

Year 4

Year 5

FOCUSED ON OUR FIELD

LOYAL TO THEM LOYAL TO YOU

WORKING TOGETHER WORKING TOGETHER FOR BETTER SUBHEA DLINE IPSUM LOREM SIT

DOLOR Fici aute nonsed venis sed ut est exerat dolendam ma ipis sum lorem autecat verum asperfera as t Ossimen re none liquid quibus. ime nobita ius, non pere quos volore nimil debis aspiciund expla voles am, sandel iunt landel quatqui is siniaqua. To learn more visit zoetis.co m/xxxx lorem sit

FOR BETTER SOLUTIONS

November 14, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

DIAGRAM TWO

zoetis.com

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FOR ANIMALS FOR HEALTH FOR YOU

BY YOUR SIDE

FOR ANIMALS FOR HEALTH FOR YOU

WHERE CAN WE CARRY YOU

Zoetis Zoetis www.zoetis.com

FOCUSED ON OUR FIELD

Name Lastname Title Line 1 Title Line 2 Legal name if required Address Line 1 Address Line 2 T 000 000 0000 F 000 000 0000 M 000 000 0000 E name.lastname@zoetis.com

SHEEP

PIG FARMING VACCINE

EQUINE

FOR ANIMALS FOR HEALTH FOR YOU Zoetis

Recent Post by Others on Zoetis

Zoetis shared a link.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.1

BRAND ELEMENTS OVERVIEW Our brand elements are the key ingredients that we use to create our communications. The combination of elements—logo, tagline, color, photography, graphics, typography, information graphics and messages—helps us express, both powerfully and uniquely, the Zoetis brand.

LOGO

TAGLINE

FOR ANIMALS. FOR HEALTH. FOR YOU.

COLOR PALETTE

PHOTOGRAPHY

GRAPHICS

TYPOGRAPHY

FOR ANIMALS FOR HEALTH FOR YOU INFORMATION GRAPHICS

GOTHAM CONDENSED BOLD MESSAGES

FOR ANIMALS FOR HEALTH FOR YOU ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Gotham Narrow

WORKING TOGETHER FOR RESULTS THAT MATTER

LOYAL TO THEM LOYAL TO YOU 2.2

LOGO The Zoetis logo evokes the supportiveness of our brand. Infused with optimism and energy, the logo ‘uplifts’ the viewer with vibrant, natural color while symbolizing our relationships with customers and our care for animals.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

We strive to improve animal health, our customers’ businesses and the world as a whole —an our logo brings that mission to life with a simple, universal gesture of caring and support.

2.3

Logo: color variations & BACKGROUNDS A set number of color variations and recommended backgrounds for the logo ensure its clarity, legibility and impact in our communications. The Zoetis Orange logo is the preferred logo for most applications but use consideration to assure a successful and appropriate presence of the logo.

For high-impact marketing applications (e.g., brochure covers, trade-show banners), use the white logo on the Zoetis Orange band or background. The white logo on the Zoetis Orange background may also be used for profile icons or in a favicon. Use the white logo on photography, when necessary. The black logo variation is reserved for one-color printing, such as for fax cover sheets and packaging.

Zoetis Orange logo

White logo

Black logo

Note: Packaging is an exception to the rule when the materials or inks used limit the ability to apply the logo in Zoetis Orange, black or white. A watermark or white tint application of the logo may also be used, as appropriate (refer to the example on page 3.10).

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.4

LOGO: Clear space Clear space frames the logo, separating it from other elements such as headlines, text, imagery and the outside edges of printed materials. In general, a large amount of visually uninterrupted space should remain clear for optimal visibility.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.5

LOGO: Clear space The Zoetis logo is an important asset of our brand. Always position the logo for maximum impact and surround it with a healthy amount of breathing room to ensure its presence and legibility. Exhibits below illustrate the clear-space requirements.

STANDARD Clear space Standard clear space on all sides of the Zoetis logo is equal to the height of the “e” in Zoetis. When possible, allow more clear space.

DIGITAL CLEAR SPACE To accommodate space restraints in digital applications, the minimum clear space on all sides of the logo is equal to half of the “e” in Zoetis. When possible, allow for more clear space.

1/2

LOGO BAND CLEAR SPACE When featuring the white Zoetis logo within the band, the minimum clear space on all sides of the logo is equal to half of the “e” in Zoetis. When possible, allow for more clear space.

1/2

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.6

LOGO: minimum size Minimum size is the smallest size at which to safely reproduce the logo for both print and digital applications. Exhibit below illustrate the minimum-size requirements.

Minimum size When reproducing the logo, be aware of its size and legibility. To ensure quality reproduction, the logo must appear no smaller than .4-inch wide.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

.4 inch

2.7

LOGO: PLACEMENT Consistent placement of our logo helps build awareness and creates a unified look and feel for our brand. Exhibits below illustrate the primary and alternate placements of our logo.

PRIMARY PLACEMENT The preferred placement of our logo is in the bottom right or top right corner.

ZOETIS NEWS ON ZOETIS WORLD WELCOME TO THE NEW ZOETIS WEBSITE December 10, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

FOCUSED ON OUR FIELD

HEADLINE LOREM IPSUM SIT DOLOR TEM ET EVENIA CONECEA QUAMUSDAE November 14, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

ALTERNATE PLACEMENT For web applications, place the logo in the top left corner.

Zoetis Zoetis www.zoetis.com

FOCUSED ON OUR FIELD

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.8

Logo: INCORRECT USE Respect the integrity of the Zoetis logo at all times. Do not stretch, condense, or otherwise morph it. Any modification of the logo confuses its meaning and diminishes its impact.

oetis Do not distort or alter the logo.

DOGS

Do not recreate the logo in another typeface.

ANIMAL HEALTH

Do not lock up the logo with a species, region, business, department, or program name.

Do not lock up the logo with “Animal Health”.

Do not place the Zoetis logo on a color background with insufficient contrast.

Do not place the logo on a busy background or on a photographic background with insufficient contrast.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Do not add a drop shadow to the logo.

Do not alter the color of the logo. Note: Packaging is an exception to the rule when the materials or inks used limit the ability to apply the logo in Zoetis Orange, black or white.

2.9

Logo WITH A TRADEMARK SYMBOL The Zoetis logo has been filed as a trademark in most countries. Certain applications of the logo require the trademark symbol—TM.

Please consult the Zoetis Inc. Trademark Compliance Guidelines for additional guidance on use of the ™ symbol.

Use the ™ symbol in the first and most prominent instances of use of the logo in press releases, articles, product packaging, package inserts, websites, and other marketing materials when Zoetis is used to identify our company’s products or services.

The trademark symbol should only be placed to the right of, and aligned to, the baseline of the “i” in the logo. When using the logo at extremely large or extremely small sizes, the trademark symbol may become either too prominent or too illegible. In those situations, visually adjust the symbol—or remove the symbol when it is too small to be legible.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.10

TAGLINE Our tagline is an emotional expression of our brand. While our brand essence focuses our purpose internally and helps guide our decision-making, our tagline— a trademarked element—expresses in external communications who we are and what we do.

STACKED When appropriate, our tagline may be featured prominently on sales and marketing materials or on applications where we want to build recognition, such as at a trade show or on promotional giveaways. • Set the tagline in Gotham Condensed Bold, all caps, without periods. • The tagline may appear on photography or on a flat color background. • Always set the type with very tight leading.

HORIZONTAL When signing-off with the tagline, such as in advertising or when used within shallow formats, use the horizontal tagline. • Set the tagline in Gotham Condensed Bold, all caps, with periods. • The recommended height of the tagline is equal to 65% of the height of the “e” in the Zoetis logo. When used next to the logo, the tagline should share baseline with the “i” in the logo.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Always use the tagline in context with our logo but not locked up to the logo. This allows us to create impact and build recognition, as appropriate. The tagline may be displayed in two formats: stacked and horizontal.

FOR ANIMALS FOR HEALTH FOR YOU 65%

FOR ANIMALS. FOR HEALTH. FOR YOU.

LOYAL TO THEM LOYAL TO YOU

SUBHEADLINE LOREM IPSUM SIT DOLOR

Fici aute nonsed ut est exerat venis sed ma ipis sum lorem dolendam autecat asperferat verum as re none liquid quibus. Ossimenime nobita volore nimil ius, non pere quos expla voles debis aspiciundam, quatqui sandel iunt landel is siniaqua. To learn more visit lorem sit zoetis.com/xxxx

2.11

COLOR PALETTE Few design tools are more powerful than color. Used consistently, our color palette communicates that we are a passionate, inventive and responsible company. Our primary color palette focuses around the Zoetis Orange, our core color. White is used mostly as a background color for text-heavy content or for copy appearing on a color background or on photography. Dark Gray is primarily for body copy.

Primary color

Our secondary color palette complements Zoetis Orange, bringing energy and vibrancy to our communications. Our tertiary color palette is reserved primarily for information graphics (e.g., charts, graphs and tables) to add depth and create engaging data stories.

Zoetis Orange

PMS 166 C0 M76 Y100 K0 R255 G103 B31 Hex #FF6400

White

WHITE C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF

Turquoise Blue

PMS 313 C100 M0 Y20 K3 R0 G150 B175 Hex #0096AF

Midnight Blue

PMS 2746 C100 M98 Y0 K10 R23 G28 B143 Hex #171C8F

Light Orange

PMS 144 C0 M51 Y100 K0 R237 G139 B0 Hex #ED8B00

Medium Sand

PMS 7536 C11 M13 Y30 K32 R166 G159 B136 Hex #A69F88

Medium Gray

PMS COOL GRAY 8 C0 M0 Y0 K50 R150 G150 B150 Hex #969696

Yellow

PMS 7548 C0 M12 Y98 K0 R255 G198 B0 Hex #FFC600

Light Sand

PMS 7535 C7 M11 Y23 K19 R183 G176 B156 Hex #B7B09C

Light Gray

PMS COOL GRAY 5 C0 M0 Y0 K30 R184 G184 B184 Hex #B8B8B8

Medium Turquoise Blue

PMS 3115 C68 M0 Y20 K0 R0 G193 B213 Hex #00C1D5

Medium Midnight Blue

PMS 660 C88 M50 Y0 K0 R64 G126 B201 Hex #407EC9

Medium Ruby

PMS 710 C0 M84 Y46 K0 R224 G62 B82 Hex #E03E52

Light Turquoise Blue

PMS 3105 C50 M0 Y12 K0 R104 G210 B223 Hex #68D2DF

Light Midnight Blue

PMS 659 C59 M27 Y0 K0 R123 G164 B219 Hex #7BA4DB

Light Ruby

PMS 177 C0 M49 Y27 K0 R255 G128 B139 Hex #FF808B

Secondary color

Tertiary color

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Dark Gray

PMS COOL GRAY 11 C0 M0 Y0 K80 R88 G88 B88 Hex #585858

Ruby

PMS 193 C0 M100 Y62 K11 R191 G13 B62 Hex #BF0D3E

2.12

COLOR PALETTE: EFFECTIVE USE Effective use of color builds brand recognition and adds energy and impact to our communications. Keep the principles below in mind when selecting color.

USE THE ZOETIS ORANGE PROMINENTLY For impact and recognition-building of the Zoetis brand, use the Zoetis Orange prominently in all of our communications.

Primary color Zoetis (Zoetis_Dogs) on Twitter Zoetis (Zoetis_Dogs)

http://twitter.com/Commitment2Vets

FOR ANIMALS FOR HEALTH FOR YOU

Zoetis_Dogs @Zoetis_Dogs

Zoetis’s Commitment to Veterinarians is a promise, a sweeping platform to aggressively address the challenges facing the veterinary profession. http://www.zoetis.com

Tweet to Zoetis_Dogs @Commitment2Vets

Tweets Following Followers Favorites Lists

Tweets Zoetis @Zoetis_Dogs Expand

Zoetis @Zoetis_Dogs

loremipsum Lorem Ipsum Follow

20 Jun

RT @myEVT The University of Florida is opening their 5,000 sq ft veterinary emergency care center in Ocala this July bit.ly/L4gigM Expand

Zoetis @Zoetis_Dogs

Similar to Zoetis_Dogs

Some #veterinarians recommend a raw meat diet for #pets. Do you agree with this school of thought? nyti.ms/MtqDpe via @NYTimes

1 Jun

How do you stay up-to-date with #veterinary medicine & #animal health? Vote on our Facebook poll: on.fb.me/KJEZWc Expand

Zoetis @Zoetis_Dogs

1 May

Want to be our Facebook Fan of the Week? Share one advantage the warm weather brings to the #animal health field: on.fb.me/PbLyi8 Expand

Zoetis @Zoetis_Dogs

18 Apr

Nursing homes are starting to open their doors to #pets. Do you agree with this practice? bit.ly/MO8h3Y Expand

Zoetis @Zoetis_Dogs

8 Mar

RT @AVMAvets: Dr. Hohenhaus on how vets & clients can get lost in translation. If you don't understand, always ask! bit.ly/LiEXP8 Expand

Zoetis @Zoetis_Dogs

2 Mar

Make sure to check out our #Veterinarians on Call YouTube channel with videos of vets on the job, caring for #animals. bit.ly/KiCVA2 Expand

CREATE IMPACT AND ADD VISUAL INTEREST WITH BOLD USE OF COLOR Use Zoetis Orange and secondary colors to create powerful moments. The use of full bleed color provides graphic pacing and adds visual interest.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Primary color

Secondary color

2.13

COLOR PALETTE: EFFECTIVE USE Stay focused with one secondary color family per application Within a communication, use only one secondary color with Zoetis Orange. Create variety in our communications by choosing a different color family for different applications, as appropriate. For applications with multiple pages, such as brochures and websites, multiple secondary color families may be used; however, use only one color family within one page or screen layout.

Primary color

A MESSAGE FROM PAUL TAYLOR SENIOR VICE PRESIDENT

Secondary color

Month Date, Year Dear addressees, Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam.

Primary color

Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

ZOETIS NEWS ON ZOETIS WORLD

Fuga, ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Thank you for your contribution to our business.

WELCOME TO THE NEW ZOETIS WEBSITE

Best regards, December 10, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur FOCUSED ON molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et Paul Taylor OUR FIELD ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient Senior Vice President

Secondary color

dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

HEADLINE LOREM IPSUM SIT DOLOR TEM ET EVENIA CONECEA QUAMUSDAE

Primary color

CONGRATULATIONS!

YOU COMPLETED THREE ON-DEMAND CONTINUING EDUCATION COURSES

Secondary color

You are eligible to receive a free copy of: Clinical Immunology of the Dog and Cat, 2nd Edition. Michael J. Day. Manson Publishing, 2008 To receive your free book click below to submit your mailing information

FREE BOOK

To learn more about our On-Demand Continuing Education Courses visit us online at www.petvaccines.zoetis.com

CLINICAL IMMUNOLOGY OF THE DOG AND CAT

LEARN MORE

© 2012 Zoetis Inc. All rights reserved. All brands are the property of Zoetis Inc., its affiliates and/or licensors. If you would like to unsubscribe, click here. To view our privacy policy, click here. This is an advertisement from Zoetis 5 Giralda Farms, Mailstop DB1, Madison, N.J. 07940

ADD DEPTH THROUGH A RANGE OF COLORS USED Use the broad tertiary palette in addition to Zoetis Orange and our secondary palette for information graphics, charts and graphs.

Primary color

Body copy Gotham Narrow Book 10/13 pt tod et ea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta tendae voluptias eaqui remolo omnis assed et litium el et apient. Fici aute nonsed ut est exerat venis sed ma ipis sum dolendam autecat asperferat verum as re none liquid quibus.

Secondary color

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

DIAGRAM NAME

The tertiary palette can also be used as the color background of our vignette photography. Always select photography and color that work well together.

CANINE DOSING WITH DEXDOMITOR

Year 1

Year 2

Year 3

Year 4

Year 5

DIAGRAM TWO

Ossimenime nobita volore nimil ius, non pere quos expla voles debis aspiciundam, quatqui sandel iunt landel is sinia quam harchit enessume parum fac cumquat hitiaer epudips untur.

Tertiary color 28

2.14

COLOR PALETTE: INCORRECT USE Always keep in mind our color principles and follow the color specifications outlined in these guidelines to ensure the consistent and cohesive presentation of our communications.

BEST BESTBEST BEST ININ ININ FIELD FIELDFIELD FIELD

Displayed below are some examples of the incorrect use of color.

FOR ANIMALS FOR HEALTH FOR YOU CATTLE

CATTLE

Do not use colors outside our color palette.

FOCUSED ON OUR FIELD

Do not use more than one secondary color family within one layout.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

Do not use the Zoetis logo on any color backgrounds other than white or Zoetis Orange.

LOYAL TO THEM LOYAL TO YOU Do not use color type for headlines appearing on photography.

Do not apply any effects to our color.

PAGE HEADLINE GOTHAM CONDENSED BOLD SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient, qui officiur magnima nonsen da vero maiorum simendis molor aliquat laborpore ersperores qui corions equatiat es ulli quis max impeles alit hitiis iusam nosam et res. SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Fici aute nonsed ut est exerat venis sed ma ipis sum dol endam autecat asperferat verum as re none liquid quibus. Ossimenime nobita volore nimil ius, non pere quos expla voles debis aspiciundam, quatqui sandel iunt landel is sinia quam harchit enessume parum faccumquat hitiaer epudips untur, nonsed eate simagni blaccabor modis rest, qui officiur magnima nonsenda vero maiorum simendis molor es ulliquis maximpeles alit hitiis.

CALLOUT COPY GOTHAM CONDENSED BOLD EXERAT VENIS SED MA IPIS IPSUM SIT DOLOR SUM DOLENDAM AUTECAT. • Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy

CALLOUT GOTHAM CONDENSED BOLD EXERAT ENIS SED MA IPIS IPSUM Body copy tod et ea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta tendae voluptias eaqui remolo omnis assed et litium el et apient. Fici aute nonsed ut est exerat venis sed ma ipis sum dolendam autecat asperferat verum as re none liquid quibus.

Do not use the tertiary color palette for any copy or as flat color backgrounds.

2.15

PHOTOGRAPHY Our photography is genuine, caring and respectful, depicting real partnerships in real-world environments. The photography features simple backgrounds to reinforce our focus on the people and animals that we support. Simple backgrounds provide a clean foundation for our bold typography and messages.

Incorporating a supportive gesture is a unique feature of our photography. Showing the connection between people and animals through a helpful or supportive hand demonstrates our hands-on approach and reflects our logo.

Partners in supporting animal health Partnership-focused photography depicts the dedication of people who create, manage, service and use our products in their working environments. Partnership images reinforce our brand positioning and what distinguishes us from our competitors, and therefore should be used most frequently in our communications.

RESPECTFUL ANIMAL PORTRAITS Respectful animal portrait photography puts the focus on the animals that we support. Photographed in their real environments, using a simple environmental or brand color backdrop, the animals are portrayed in a respectful manner.

Environmental

Vignettes

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2.16

PHOTOGRAPHY: PARTNERS IN SUPPORTING ANIMAL HEALTH Our partnership-focused photography captures candid and authentic moments of people supporting animal health and demonstrates the diversity of our people, our partners and the animals for whom we care.

Always consider context and audience and select photography that has an accurate representation of the environments. Use photography depicting a supportive gesture, when appropriate.

Our photography should look rich and wellsaturated, yet natural, conveying a sense of passion, confidence and optimism.

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2.17

PHOTOGRAPHY: RESPECTFUL ANIMAL PORTRAITS Respectful animal portraits include two stylistic variations—environmental and vignettes—to provide flexibility and variety in our system. Environmental portraits portray animals in their real environments. Vignette animal portraits incorporate a brand color backdrop, adding a breadth of photographic style to our photography library for an ownable look. Use any of our primary, secondary or tertiary colors as a backdrop.

Environmental animal portraits are preferred for most applications. Use vignettes as supportive photography to showcase the diversity of animals for which we work and to provide visual pacing. Closely crop the image to create impact and an emotional connection. The image may include a supportive gesture, when appropriate.

Environmental

VIGNETTES

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.18

PHOTOGRAPHY: SUPPORTING Partnership-focused and respectful animal portrait photography are preferred for most situations, especially on high-impact marketing applications (e.g., brochure covers, trade-show banners). When supporting photography, such as research, manufacturing or facilities images, must be used, keep the principles below in mind.

• When possible, select an image that depicts partnership. • The image should have a simple composition and provide a clear, easy to understand context. • Shallow depth of field or out of focus background is preferred. • Closely crop the image to create impact and an emotional connection. • Avoid using imagery that appears overly staged or posed.

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2.19

PHOTOGRAPHY: INCORRECT USE To build brand recognition and ensure that our communications are unique and distinctive, always carefully select photography that fits within the Zoetis photography style. Displayed below are some examples of the incorrect use of photography.

Do not use photography that appears overly staged or posed.

Do not use photography that depicts a cliché concept of partnership.

Do not use photography of animals portrayed in unusual situations.

Do not use photography that depicts signs of mass animal care or unpleasant treatments.

Do not use photography with complex compositions or without focus.

Do not create photographic montages or overly manipulate the photographs.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.20

GRAPHICS Graphics add flexibility to our visual system and allow us to communicate effectively across all of our applications. Used consistently and appropriately, our graphics help connect various types of communications, establishing a unified look and feel for our brand. There are three main types of graphic elements in our system: stacked type, bands and stripes.

Stacked type Used with a flat color background or with photography, stacked type creates visual impact and gives our communications a confident tone. • Always set the type with very tight leading and without periods.

WORKING TOGETHER FOR RESULTS THAT MATTER

BANDS Use the Zoetis Orange bands to hold the logo in high-impact applications, such as brochure covers and PowerPoint presentations. • When used with photography, use only the Zoetis Orange band. • When used without photography, add a secondary color band to bring vibrancy and to create an engaging design layout.

CONGRATULATIONS! YOU COMPLETED THREE ON-DEMAND CONTINUING EDUCATION COURSES You are eligible to receive a free copy of: Clinical Immunology of the Dog and Cat, 2nd Edition. Michael J. Day. Manson Publishing, 2008 To receive your free book click below to submit your mailing information

FREE BOOK

Stripes Use 3 stripes to showcase multiple images and for transitions in digital applications.

To learn more about our On-Demand Continuing Education Courses visit us online at www.petvaccines.zoetis.com

CLINICAL IMMUNOLOGY OF THE DOG AND CAT

LEARN MORE

• Each stripe should be equal in height. • Always bleed stripes off the edges of the layout. • For digital applications, each component may be animated, coming together to form a solid color field or to reveal a n image.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.21

GRAPHICS: INCORRECT USE While our graphics may be used in a variety of ways to help build impactful communications, there are several things to avoid. Displayed below are some examples of the incorrect use of stacked type graphics.

WORKING TOGETHER FOR RESULTS THAT MATTER

LOYAL TO THEM LOYAL TO YOU

DOING THE RIGHT THING TOGETHER

Do not substitute Gotham Condensed Bold, set in all caps, with any other fonts or styles.

Do not block key parts of the image, such as a face, with stacked type.

Do not set stacked type with open leading or tracking. Always keep the leading tight to create a strong, solid block of type.

INNOVATION WITH PURPOSE Do not use unaligned or disjointed text.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

LIVING COMMITMENT Do not use different type sizes in one stacked type graphic, or multiple colors.

Do not fill stacked type with photography, patterns or colors that are outside our brand elements palette.

2.22

GRAPHICS: INCORRECT USE Displayed below are some examples of the incorrect use of bands and stripes graphics.

HEADLINE LINE 2

Do not place the graphics diagonally or vertically.

Do not add any effects or fill the bands with photography, patterns or colors outside our brandelements palette.

Do not create a new shape or modify the shape of the band.

Do not use stripes graphics that don’t bleed off the edges of the design.

Do not fill stripes graphics with a mix of environmental shots and vignettes.

Do not fill stripes graphics with photography, patterns or colors that are outside our brand elements palette.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.23

TYPOGRAPHY Typography is an essential part of the Zoetis brand, as it brings unity and adds personality to all our communications. Gotham Condensed Bold is our primary font, used to highlight key information such as headlines and callouts. Its bold, confident tone signifies our commitments to our animal health partners and helps establish Zoetis as a leader in the industry.

Gotham Narrow is our secondary font. Its range of typographic weights allows us to establish a clear hierarchy of information and to create easy-to-read communications. For web applications, use Proxima Nova Extra Condensed and Proxima Nova Condensed, all caps, for key information. For office desktop and other digital applications such as Microsoft PowerPoint and e-mails, use Arial font family.

Primary typography Gotham Condensed Bold is available from www.typography.com.

GOTHAM CONDENSED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Secondary typography Gotham Narrow is available from www.typography.com.

Gotham Narrow ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrs1234567890

WEB APPLICATIONS Proxima Nova Extra Condensed and Proxima Nova Condensed are available from https://typekit.com.

Proxima Nova Extra Condensed ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890

Proxima Nova Condensed ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

Office desktop & OTHER DIGITAL applications Arial is a system font that is available on all computers.

Arial Bold ABCDEFGHIJKLM abcdefghijklmnop 1234567890

Arial Regular ABCDEFGHIJKLM abcdefghijklmnop 1234567890

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.24

TYPOGRAPHY: SPECIFICATIONS The use of all caps for key information gives our messages a bold and confident tone, while the use of sentence case for body copy helps make our content easy to read.

Always set stacked type with a very tight leading. Consider the length of the words and/or the lines to ensure clarity and readability. Use left-aligned, unjustified columns for all text.

Use the guidelines below when setting typography, but always consider the type of application and how the content is presented to ensure readability and impact.

HEADLINES AND CALLOUTS • Use Gotham Condensed Bold, all caps. • Type size varies, depending on the application. • For web applications, use Proxima Nova Extra Condensed Bold, all caps. • For other digital applications, use Arial Bold, all caps. • Use type at 100% opacity for headlines appearing on white or color backgrounds. • Use white type at 85% opacity for headlines appearing on photography.

SUBHEADLINES • Use Gotham Narrow Bold, all caps, 10/13 pt, 10 tracking, for letter size and A4 print applications. • For web applications, use Proxima Nova Condensed Bold, all caps. • For other digital applications, use Arial Bold, all caps. BODY COPY • Use Gotham Narrow Book, sentence case, 10/13 pt, for letter size and A4 print applications.

PAGE HEADLINE GOTHAM CONDENSED BOLD Body copy Gotham Narrow Book 10/13 pt tod et ea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta tendae voluptias eaqui remolo omnis assed et litium el et apient. Fici aute nonsed ut est exerat venis sed ma ipis sum dolendam autecat asperferat verum as re none liquid quibus. SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient, qui officiur magnima nonsen da vero maiorum simendis molor aliquat laborpore ersperores qui corions equatiat es ulli quis max impeles alit hitiis iusam nosam et res.

DIAGRAM NAME

SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Fici aute nonsed ut est exerat venis sed ma ipis sum dol endam autecat asperferat verum as re none liquid quibus. Ossimenime nobita volore nimil ius, non pere quos expla voles debis aspiciundam, quatqui sandel iunt landel is sinia quam harchit enessume parum faccumquat hitiaer epudips untur, nonsed eate simagni blaccabor modis rest, qui officiur magnima nonsenda vero maiorum simendis molor es ulliquis maximpeles alit hitiis. Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep.

Yr 1

Yr 2

Yr 3

Yr 4

Yr 5

Yr 6

Yr 7

• For web and other digital applications, use Arial Regular, sentence case.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.25

Yr 8

TYPOGRAPHY: EFFECTIVE USE Thoughtful use of typography makes our communications engaging and clear. Type size, weight, color and placement have a big impact on how well we communicate. Keep in mind the principles below when creating any communications materials.

LOYAL TO THEM LOYAL TO YOU

VISIT US IT ZOETIS

CHART TITLE LOREM SIT DOLOR

Create impact Use stacked type boldly for key messages to create high visibility and presence and to grab the audience’s attention.

• Ensure enough contrast exists when applying BOOTH 103 messages to a photograph. ANIMAL GENETICS

104 • The overall tone of the image may BOOTH be slightly HUSBANDRY EDUCATIONTM adjusted to ensure clarity and legibility BOOTH 105of FEATURED PRODUCTS our messages.

DOGS

Add visual interest Use quotes and callouts to delineate key content, segregate information and add visual interest. Be careful not to overcrowd the layout with too many elements. Establish a clear hierarchy of information Use type size, weight and color to communicate information clearly and to help the audience navigate the content.

TAKES VETS TWOINACTION HORSES

DOING THE RIGHT THING TOGETHER Body copy Gotham Narrow Book 10/13 pt tod et ea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta tendae voluptias eaqui remolo omnis assed et litium el et apient. Fici aute nonsed ut est exerat venis sed ma ipis sum dolendam autecat asperferat verum as re none liquid quibus. SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient, qui officiur magnima nonsen da vero maiorum simendis molor aliquat laborpore ersperores qui corions equatiat es ulli quis max impeles alit hitiis iusam nosam et res.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

VETERINARIANS APPRECIATE THE POWER OF INDIVIDUAL PIG CARE

• Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy

When reducing mortality is important, the power of Individual Pig Care becomes obvious. By using the principles of Individual Pig Care, sickness can be spotted early and individual pigs treated more quickly — greatly increasing the chances of more complete recoveries. Early diagnosis enables your veterinarian to recommend the most effective intervention for the pathogens identified.

DIAGRAM THREE

Allow a generous amount of white space. Use white space to increase clarity and readability.

THE FASTEST WAY TO GET THEM BACK ON TRACK IS TO DO THE RIGHT THING, AT THE RIGHT TIME.

Yr 1

Yr 2

Yr 3

Yr 4

Yr 5

Yr 6

Yr 7

Yr 8

2.26

TYPOGRAPHY: INCORRECT USE Always use typography in a clear and organized manner so that our messages will be better understood. Displayed below are some examples of the incorrect use of typography.

FOCUSED ON OUR FIELD Do not apply messaging on photography that does not provide enough contrast.

Commitment to Veterinarians subheadline gotham narrow bold 10/13 pt Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient, qui officiur magnima nonsen da vero maiorum simendis molor aliquat laborpore ersperores qui corions equatiat es ulli quis max impeles alit hitiis iusam nosam et res. subheadline gotham narrow bold 10/13 pt Fici aute nonsed ut est exerat venis sed ma ipis sum dol endam autecat asperferat verum as re none liquid quibus. Ossimenime nobita volore nimil ius,

Do not use sentence case or lowercase for headlines and subheadlines.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

LOYAL TO THEM LOYAL TO YOU

DOING T H E RIGHT THING TOGETHER

FOR ANIMALS. FOR HEALTH. FOR YOU.

Do not use unapproved typefaces.

Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient, qui officiur magnima nonsen da vero maiorum.

COPY CALLOUTVENIS SED MA EXERAT UM SIT DOLOR AT. IPIS IPS LENDAM AUTEC SUM DO

Do not justify or center-align any text.

THE RIGHT SOLUTIONS

Do not rotate or place any text at an angle.

Do not add any effects to the text.

2.27

INTERNATIONAL TYPEFACES A full range of alternate characters exists within the Gotham Condensed and Gotham Narrow font families. When translating documents into other languages, please refer to the alternative typefaces listed below.

Language

For any languages not listed on this page, or if the recommended typeface is not available, use Arial Unicode, which is available in a diverse set of non-Roman character families and is readily accessible on a global basis.

Recommended TYPEFACE

AVAILABLE FROM

Gotham Condensed and Gotham Narrow

www.typography.com

Russian

Neue Helvetica® Condensed W1G* and Neue Helvetica® W1G

www.linotype.com

Greek

Neue Helvetica® Condensed W1G and Neue Helvetica® W1G

www.linotype.com

Japanese

DFHS GothicTM

www.linotype.com

Chinese (Traditional)

HY Cu Hei Traditional Chinese

www.linotype.com

Chinese (Simplified)

HY Cu Hei Simplified Chinese

www.linotype.com

Korean

YD Gothic 500 Pro and YD Gothic 100

www.linotype.com

Croatian Czech Dutch Finnish French Frisian German Hungarian Irish

Irish Gaelic Italian Polish Portuguese Slovak Slovene Spanish Swedish Turkish

*W1G OpenType fonts have an extended character set for international communication, including Cyrillic alphabet and monotonic Greek.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.28

ICONS Inspired by the simple, caring gesture in the Zoetis logo, our icon style uses a single, continuous line to form a pair of animals to convey a sense of connection and partnership.

Zoetis Orange is the preferred color for our icons. Use white for icons appearing on color backgrounds or on photography.

These proprietary icons are primarily used to represent species of animals in a way that is visually engaging and intuitively understood.

CREATING NEW ICONS Keep the icon style consistent with the use of a continuous line approach. Choose a view or a form of the subject matter that can be clearly illustrated and understood. Add a limited amount of detail to describe and communicate the icons. When depicting animals, use postures that look natural, structured and respectful. Consider the proportion and composition of any two animals illustrated in the same icon.

When appropriate, icons may be created to represent other subjects or intangible concepts, such as discussion or policy.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.29

CHARTS, GRAPHS AND TABLES Visualizing information through tables, charts, graphs and diagrams helps make comparisons and illuminate important points. When presented in an uncluttered, straightforward and clear manner, these visual aids often tell a story better than words alone. In an increasingly digital world, information graphics play a larger role in making information easily digestible and understood.

The best chart is simple: Less is more. Clearly convey the main point and present the data so that it tells the story. The preferred style for information tables, charts, graphs and diagrams is flat and two-dimensional. Keep in mind the principles below. Avoid decorative embellishments and clip art.

SELECT COLOR FAMILIES THAT WORK WELL TOGETHER Select either one or multiple tertiary color families that best showcase the data being presented. Take advantage of the broad range of colors in our palette when creating information graphics.

IMs PAIN/SEDATION MFAs

AIFs

4,184

22,000

5% 6% 4%

12% 14%

32%

OTHER

13%

VACCINES

25%

PARASITICIDES

15%

26%

28%

NEWCO

USE COLOR STRATEGICALLY TO HIGHLIGHT A SPECIFIC DATA POINT When it’s necessary to call attention to a specific data point, use a distinct color to highlight the information.

20%

INDUSTRY

TABLE TWO LONG NAME Copy here Copy here*

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

*Caption ossimenime nobita volore nimil ius, non pere quos.

ADD VISUAL INTEREST Use a multiply effect and transparency to add depth and to create engaging visuals. • Use color with multiply effect at 100% opacity for charts and graphs appearing on white backgrounds. • Use white at 85% opacity for charts and graphs appearing on photography.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

DIAGRAM TWO REFERENCE POINT

REFERENCE POINT

2.30

MESSAGES Words have impact. When our design elements and our messages work together, our communications are more likely to connect with our audiences and compellingly tell the story of the work that we do.

Headlines, in particular, are our greatest opportunity. In our Zoetis visual system, headlines are overlaid to become an integral part of the images that they complement.

Our headlines should always be

BOLD

Use a confident, spirited tone of voice.

BRIEF

Limit your words and their length.

HUMAN

Be approachable, like a real person.

STRAIGHTFORWARD Get right to the point.

IMAGE-SPECIFIC

Choose headlines that are relevant to the accompanying image.

VISUALLY APPROPRIATE

Tailor headlines to highlight, not obscure, photography.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

2.31

MESSAGES: EXAMPLES Our headlines and high-level copy should always capture the themes of partnerships and results and should express our brand character. Generic phrases that could suit any company in any industry just aren’t for us. When an image showcases one species area, especially if it’s placed in a species-specific communication, we can create lines that speak

to our work at Zoetis but also evoke associations with the animals in context. This approach shows our customers that we’re focused on their needs. When using this approach, prominently feature the messages on the communication (e.g., as a headline) to preserve impact and distinctiveness.

LIVING COMMITMENT

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

HAND IN HAND IN PAW

INNOVATION WITH PURPOSE

BY YOUR SIDE

LOYAL TO THEM LOYAL TO YOU

FOCUSED ON OUR FIELD

HELPING YOU HELP THEM

REACH FOR MORE 2.32

VIDEO toolkit Our video toolkit includes key elements that help us create distinctive and engaging presentations. The video toolkit also lays a foundation for how our brand comes to life through movement.

Title screen/headline Our bold, stacked type gives focus to our messages and provides a distinctive look.

TITLE LOREM IPSUM DOLOR SUBTITLE LOREM IPSUM

Speaker Name Month Date, Year

SECTION TITLE HERE

Lower 3rd Introduce basic information about a person or event on a lower 3rd band. NAME LASTNAME TITLE, LOREM IPSUM DOLOR SIT AMET CONSECTETUR

NAME LASTNAME TITLE, LOREM IPSUM DOLOR

EVENT TITLE SUBTITLE LOREM IPSUM DOLOR SIT AMET CONSECTE

Transitions The movement of the stripe bands suggests coming together and partnership and help transition between footages, images or messages.

SECTION TITLE HERE END screen Use the Zoetis Orange logo on a white background. Set the web address in all lowercase.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

zoetis.com

2.33

VIDEO toolkit: Elements Videos use the same brand elements as our other applications, including color, photography, typography, transparency and movement style. More often than not, guidelines for applying these elements to video are the same as for other applications. Follow the guidelines below when creating video communications.

Color AND PHOTOGRAPHY Use color backgrounds against vignetted people or animals. Our secondary and tertiary colors may be used.

Typography Type size is flexible, depending on messages, but always establish a clear hierarchy between headlines and subheadlines.

Transparency Use transparency for lower 3rd and stripe bands. The lower 3rd band should always have 85% opacity. The stripe bands should be at 85% opacity when they enter the screen and animate to 100% opacity when they fill the screen.

TITLE LOREM IPSUM DOLOR SUBTITLE LOREM IPSUM

Speaker Name Month Date, Year

NAME LASTNAME TITLE, LOREM IPSUM DOLOR

Movement Stripes and lower 3rd bands are animated with horizontal movements. Lower 3rd bands always enter the screen from left and exit left. Stripes may be animated from either direction but should alternate. Animate stacked type vertically with dynamic pacing. Adjust animation duration according to copy length.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

SECTION TITLE HERE

NAME LASTNAME TITLE, LOREM IPSUM DOLOR SIT AMET CONSECTETUR

NAME LASTN

SECTION

FOUR LINE SECTION TITLE HERE

SECTION TITLE HERE

NAME LASTNAME TITLE, LOREM IPSUM DOLOR

SECTION TITLE HERE 2.34

VIDEO VISUAL SYSTEM: lower 3rd The lower 3rd band is a flexible video element that may be adopted for the name or event title. Follow the guidelines below when creating the lower 3rd band.

Typography Follow the specifications illustrated at right when setting up lower 3rd bands. Transparency The lower 3rd band is set to 85% opacity. Type should appear at 100% opacity.

NAME LASTNAME TITLE, LOREM IPSUM DOLOR

Color Depending on the background image, use either a white or Zoetis Orange band. • Use Zoetis Orange type and icons with a white band.

• Use white type and icons with a Zoetis Orange band. Movement Always animate a lower 3rd band from left side of the screen. Typically, the band should stay on screen for about 5 seconds. Adjust the timing based on the length of the name or title.

NAME LASTNAME TITLE, LOREM IPSUM DOLOR SIT AMET CONSECTETUR

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

1/2 X

2.35

APPLICATIONS

STATIONERY Our stationery suite templates, illustrated below, feature a clean and open layout. Always follow the type specifications assigned for each template to communicate a proper hierarchy of information and to maintain a consistent look and feel in our communications.

Legal name if required Address line 1 Address line 2

PRESS RELEASE

FAX

Name Lastname Title Line 1 Title Line 2 Legal name if required Address Line 1 Month Date, Year Address Line 2 T 000 000 0000 F 000 000 0000 TITLE SET IN 12PT ARIAL BOLD, ALL CAPS, FLUSHED LEFT Subtitle set in 10pt Arial Regular, sentence case, flushed left M 000 000 0000 E name.lastname@zoetis.com CITY, STATE—Body copy set in 10pt Arial Regular. BODY TITLE SET IN 10PT ARIAL BOLD, ALL CAPS, FLUSHED LEFT • Body copy set in 10pt Arial Regular. • Body copy set in 10pt Arial Regular. • Body copy set in 10pt Arial Regular. ABOUT ZOETIS Body copy set in 10pt Arial Regular.

Legal name if required Address line 1 Address line 2

T 000 000 0000 F 000 000 0000

CONTACTS Media Name Lastname T 000 000 0000 E name.lastname@zoetis.com Investor Name Lastname

D. Brett Haring T 000 000 0000 E name.lastname@zoetis.com Assistant General Counsel Legal name if required 1040 Swabia Ct., Durham, NC 27703 T 919 314 2540 F 919 941 5186 Month Date, Year M 919 381 2888 E brett.haring@zoetis.com Company Address Street Address City, State, Zip code

Name Lastname

FROM

Name Lastname

000 000 0000 000 000 0000

000 000 0000

DATE

Month Date, Year

TOTAL PGS

000 000 0000 #

SUBJECT

Subject line goes here

Dear Addressee:

Address line 1 Address line 2

Body copy set in 10pt Arial Regular, text aligned left.

Name Lastname Title Department

LegalLegal namename if required if required Address line 1 line 1 Address Address line 2line 2 Address

T 000 000 0000 F 000 000 0000 M 000 000 0000 E name.lastname@zoetis.com

MEMO TO

Name Lastname

FROM DATE

Name Lastname Month Date, Year

SUBJECT

Subject line goes here

Dear Addressee: This is a sample of the Zoetis U.S. standard letterhead. The clean, organized structure of the ﬂush-left format gives our business communications a highly professional proﬁle. Type all body copy in 10pt Arial Regular, sentence case, on 14pt of leading.

Dear Addressee: Body copy set in 10pt Arial Regular, text aligned left.

Set the left margin of the page at 1.00" and the right margin at 1.00". Type the date 2.5" from the top of the page. Skip one line before typing the Addressee’s name and address. Skip one line between the last address line and the salutation. Then skip one line between the salutation and the body of the letter. Do not indent at the beginning of paragraphs and always skip one line between paragraphs. When your letter is complete, skip two lines before the closing. Then skip four lines between the closing and the Sender’s typed name to allow space for the Sender’s signature. Finally, skip two lines between the Sender’s last title line and any addiitonal information if necessary.

Sincerely,

Name Lastname Title

cc:

name name

Address line 1 Address line 2

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.1

POWERPOINT PRESENTATION In slide presentations, brevity of text is essential. Slides should highlight the audio presentation, not repeat it word-for-word. Multiple points are best made with short, bulleted items or, using multiple slides, revealed as the speaker makes each point. Simple, strong visuals are recommended for supporting graphics.

Keep the principles below in mind when creating PowerPoint presentations.

Cover slide For cover slides with full bleed photography, always select an image with a simple background and sufficient space and contrast for headlines.

SECTION DIVIDER slide A variety of flat color section divider slides exist in our template. Use a full bleed image, when appropriate.

TEXT SLIDE Keep the layout clean, open and organized so that our messages and information are easy to read and understand. • The preferred style for information tables, charts, graphs and diagrams is flat and two-dimensional. • Avoid decorative embellishments and clip art.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.2

BROCHURE: FRONT COVER Partners in supporting health and environmental respectful animal photography are preferred for most of our brochure cover applications. Set cover titles in stacked type with a very tight leading. Use white type at 85% opacity for titles appearing on photography. The overall tone of the image may be slightly adjusted to ensure the clarity and legibility of our messages.

• Always consider the length of the headline and the image used to ensure maximum impact, while allowing the image to be clearly understood. • Scale the headline to cover the full height of the copy area to create impact. • The headline may be scaled to cover 1/2 or 2/3 of the height of the copy area, when necessary. Top- or bottom- align the headline. • Stripes graphics may be used when featuring multiple images. • For species/topic-specific brochures, a species or a topic name may be added. Set the type in Gotham Narrow Bold, all caps. Left-align the type with the title and share its baseline with the “i” in the logo.

FOR ANIMALS FOR HEALTH FOCUSED ON FOROUR FIELD YOU

LOYAL TO THEM LOYAL TO YOU

SHEEP

DOGS

Capability cover

Species/topic cover

FOCUSED ON OUR FIELD

LOYAL TO THEM FOCUSED LOYAL TOON OUR FIELD YOU

SHEEP

DOGS SHEEP

LOYAL TO ITTHEM LOYAL TAKES TO YOU TWO

Headline covering 1/2 the height of the copy area.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

HORSES DOGS

Headline covering 2/3 the height of the copy area.

3.3

BROCHURE: INSIDE SPREAD For letter-size and A4 brochure applications, follow the guidelines specified in the artwork templates; but always consider the context and the audience.

Always keep in mind our principles on how to effectively use the Zoetis brand elements to achieve a unified and consistent look and feel.

For other sizes, appropriately scale the elements and make adjustments, as necessary. Maintain a clear hierarchy of information and ensure that headlines have presence and impact, while body copy remains legible and visually pleasing.

Select photography and color that work well together. Use full bleed photography to break up text-heavy content pages and keep the audience engaged.

DIAGRAM NAME

Year 1

Year 2

Year 3

Year 4

DIAGRAM TWO

Year 5

Ossimenime nobita volore nimil ius, non pere quos expla voles debis aspiciundam, quatqui sandel iunt landel is sinia quam harchit enessume parum fac cumquat hitiaer epudips untur.

Use a stripes graphic to hold multiple images, creating compelling narratives. When appropriate, use a transparent color band on top of an image to call special attention to quotes, callouts or any key information. • Use Zoetis Orange, white or any of secondary colors. • Set the color at 85% opacity.

THE FASTEST WAY TO GET THEM BACK ON TRACK IS TO DO THE RIGHT THING, AT THE RIGHT TIME.

VETERINARIANS APPRECIATE THE POWER OF INDIVIDUAL PIG CARE

• Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy

DIAGRAM THREE

Yr 1

Yr 2

Yr 3

Yr 4

Yr 5

Yr 6

Yr 7

Yr 8

Take advantage of our rich tertiary color palette when creating information graphics. Apply photography within a band to break up text-heavy content.

FOCUSED ON OUR FIELD Body copy Gotham Narrow Book 10/13 pt tod et ea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta tendae voluptias eaqui remolo omnis assed et litium el et apient. Fici aute nonsed ut est exerat venis sed ma ipis sum dolendam autecat asperferat verum as re none liquid quibus.

TABLE ONE LONG NAME Copy here*

XX.XX%

SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep eruptatendae volup tias eaqui remolo omnis assed et litium el et apient, qui officiur magnima nonsenda vero maiorum simendis molor aliquat laborpore ersperores qui corions equatiat es ulli quis max impeles alit hitiis iusam nosam et res.

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

SUBHEADLINE GOTHAM NARROW BOLD 10/13 PT Ut od et ea doloris eumque incipidi conse natiistem lac eature pra comnim in eatia nos plab ipsam im po rep eruptatendae voluptias eaqui remolo omnis assed et litium el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam el et apient. Ut od et ea doloris eum que incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam.

LOREM IPSUM SIT DOLOR AUTE NONSED UT EST EXERAT VENIS SED MA IPIS SUM DOLENDAM AUTECAT. LOREM IPSUM SIT DOLOR AUTE NONSED UT EST EXERAT VENIS SED.

Copy here

*Caption ossimenime nobita volore nimil ius, non pere quos expla voles.

TABLE TWO LONG NAME Copy here Copy here*

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

Copy here

XX.XX%

*Caption ossimenime nobita volore nimil ius, non pere quos expla voles.

• Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy • Bullet point copy

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.4

BROCHURE: BACK COVER Our back cover design approach is similar to the approaches used for the front cover and inside spread applications.

For other sizes, appropriately scale the elements and make adjustments, as necessary. Maintain a clear hierarchy of information and ensure that body copy remains legible and visually pleasing.

For letter-size and A4 brochure applications, follow the guidelines specified in the artwork templates; but always consider the context and the audience.

Always display multiple product brand logos at approximately the same visual weight and provide sufficient white space between the logos. Set the web address in all lowercase (e.g., zoetis.com).

Brand logo 1

Brand logo 2

Brand logo 3

Brand logo 4

Brand logo 5

Brand logo 6

Brand logo 7

Brand logo 8

REFERENCES 1. Body copy Gotham Narrow Book 8/10 pt tod etea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta. 2. Body copy Gotham Narrow Book 8/10 pt tod etea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta. 3. Body copy Gotham Narrow Book 8/10 pt tod etea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta. 4. Body copy Gotham Narrow Book 8/10 pt tod etea doloris eumque incipidi conse natiistem laceature pra comnim in eatia nos plab ipsam imporep erupta. All brands are the property of their respective owners. © 2013 Zoetis. All rights reserved. CONTACT Legal name Address Line 1 Address Line 2 T 000 000 0000 F 000 000 0000 E email@zoetis.com

XXXXXXXXXX

zoetis.com

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.5

POSTER Our poster design leverages that of our brochure covers for a consistent look across all of our communications. Create engaging layouts and select color, photography, graphics and messaging that are most relevant to context and audience.

Always select photography that provides sufficient copy space and good contrast to ensure clarity and readability of our messages. Use type size, weight and color to establish a clear hierarchy of information and to deliver content that is easy to read from a distance. Include call-to-action messages, as appropriate.

SALUTE TO PRODUCERS CONGRATULATIONS CAREGIVERS AWARD WINNER NAME LASTNAME Body copy Gotham Narrow. Type size depends on the amount of content and the size of the poster Learn more at XXX XXX and XX XXX or zoetis.com/xxxxxxxxx.

HELPING YOU HELP THEM SUBHEADLINE LOREM IPSUM SIT Body copy Gotham Narrow. Type size depends on the amount of content and the size of the poster

Join us at conference room XXX. To learn more visit zoetis.com/xxxxx.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.6

PRINT & BANNER ADS Similar to posters, our print ads follow the approach used for brochure covers. Always consider context and audience when selecting photography and messaging.

When appropriate, sign off with the horizontal tagline or the Zoetis web address. Refer to the tagline section of this guidelines document for specifications on how to correctly use the horizontal tagline.

Set the web address in all lowercase (e.g., zoetis.com).

Our banner ads should appear dynamic and impactful to grab the audience’s attention. Animate headline copy to drop down vertically with relatively fast pacing. Adjust the speed for longer headlines to ensure clarity and legibility.

LOYAL TO THEM LOYAL TO YOU

SUBHEADLINE LOREM IPSUM SIT DOLOR

WORKING TOGETHER WORKING TOGETHER FOR BETTER FOR BETTER SOLUTIONS zoetis.com

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.7

E-MAIL NEWSLETTER & CAMPAIGN Our e-mail newsletters use the bands graphics and the secondary color palette to create bold, unique and impactful communications.

Always use Gotham Condensed Bold, all caps, for headlines appearing in the masthead to maintain our typographic voice. Use Arial font family for all other text.

To promote a consistent, high-quality approach to our e-mail communications, follow the specifications included in the e-mail newsletter artwork templates.

E-MAIL NEWSLETTER Select only one secondary color family to use with Zoetis Orange. Three different sets of icons in the artwork template file may be used, as appropriate. • For department e-mail newsletters, a department name may be added. Set the type in Gotham Narrow Bold, all caps. Left-align the type with the title and share its baseline with the “i” in the logo.

Zoetis logo band

COMMUNICATIONS

Department name (optional)

ZOETIS NEWS ON ZOETIS WORLD

Headline and image band

WELCOME TO THE NEW ZOETIS WEBSITE December 10, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

FOCUSED ON OUR FIELD

HEADLINE LOREM IPSUM SIT DOLOR

PERSONALIZED E-MAIL Use vignette photography for personalized e-mail communications. Use our secondary color palette as a reference when selecting a background color. E-MAIL CAMPAIGN When creating customized e-mail campaign pieces, keep in mind the principles on how to effectively use our brand elements especially the use of color and typography. Always allow a generous amount of white space and keep the layout open, clean and organized.

December 1, 2012 Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient E-mail newsletter dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

A MESSAGE FROM PAUL TAYLOR SENIOR VICE PRESIDENT Month Date, Year Dear addressees, Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam. Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Fuga, ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. Lorem ipsum mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio.

Personalized e-mail

To learn more about our On-Demand Continuing Education Courses visit us online at www.petvaccines.zoetis.com

FREE BOOK

CLINICAL IMMUNOLOGY OF THE DOG AND CAT

LEARN MORE

E-mail campaign

Thank you for your contribution to our business. Best regards, Paul Taylor Senior Vice President

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.8

PARTNER/PRODUCT BRAND E-MAIL Our partner/product brand e-mails leverage the look and feel of the Zoetis e-mails for a consistent and cohesive presentation of our e-mail communications.

Select an image with a color palette that works well with both Zoetis Orange and our partner/product brand color. Use the secondary and tertiary color palette as a reference when selecting the image.

Select one color from our partner/product brand color palette to use with Zoetis Orange to reinforce the partnership.

Feature the partner/product brand logo and color at the top of the e-mail and use the Zoetis white logo on the Zoetis Orange band as a sign-off at the bottom of the e-mail.

Partner/ product logo band Headline and image band

HEADLINE HERE LINE 2 HERE SUBHEADLINE

HEADLINE LOREM IPSUM SIT DOLOR LINE 2 LOREM IPSUM SIT DOLOR Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, sequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia.

SIDENOTE HEADLINE LINE 3

MONTH YEAR – IN THIS ISSUE HEADLINE LOREM IPSUM SIT DOLOR TEM ET EVENIA CONECEA QUAMUSDAE Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dipidel liquas atiore voluptaspe officiam, sequae culparcient. Nient dello ipidel liquas atiore voluptaspe officiam, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. view abstract | view article

HEADLINE LOREM IPSUM SIT DOLOR TEM ET EVENIA CONECEA QUAMUSDAE Body copy mevidit lique parci tem et evenia conecea quamusdae. Fuga. Ur molorum, omni quasperiae ipsanda ndiatem seque alia ipsanditiunt abor res et ape iunt. Dsequae culparcient perat harundis untinvel inturit endignihit perestior suntur alist, officatur sit min pe imilia velectis quiatur autem. Et quam ut facit autditio. view abstract | view article

CLINICAL IMMUNOLOGY OF THE DOG AND CAT SUBHEADLINE Body copy mevidit lique parci tem et evenia conecea quamusdae psanditiunt abor.

LEARN MORE

Always display multiple product brand logos at approximately the same visual weight and provide sufficient white space between the logos.

Product brand logos (optional) Headline and image band

HEADLINE (SIZE CAN BE ADJUSTED) Brand logo 1

Brand logo 2

Brand logo 3

Brand logo 4

Brand logo 5

© 2000-2012 by John Wiley & Sons, Inc. All rights reserved. All brands are the property of Zoetis Inc., its affiliates and/or licensors. If you would like to unsubscribe, click here. To view our privacy policy, click here. This is an advertisement from Zoetis 5 Giralda Farms, Mailstop DB1, Madison, N.J. 07940

Partner/product brand e-mail

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10

3.9

Parasiticide for Cats at least 8 weeks of age

Individuals with known hypersensitivity to Revolution should use the product with caution or consult a health care professional. Revolution contains isopropyl alcohol and the preservative butylated hydroxytoluene (BHT). Wash hands after use and wash off any product in contact with the skin immediately with soap and water. If contact with eyes occurs, flush eyes copiously with water. In case of ingestion by a human, contact a physician immediately. The material safety data sheet (MSDS) provides more detailed occupational safety information. For a copy of the MSDS or to report adverse reactions attributed to exposure to this product, call 1–800–366–5288. Flammable – Keep away from heat, sparks, open flame, and other sources of ignition. Do not use in sick, debilitated or underweight animals. Store below 30°C (86°F). • While keeping tube squeezed, drag it away from liquid and lift up to remove. • Ensure tube is empty. Drag away from liquid and ensure tube is empty.

3.10

Zoetis black logo application example

LOT (selamectin)

EXP

Place tube on skin. Squeeze 3-4 times.

Caution: U.S. Federal law on the order of a license For use in animals only. K NADA 141-152, Approve Distributed by: Pfizer Animal Health Div. of Pfizer Inc NY, NY 10017

See package insert for full product information.

• Part hair at base of neck and place tip of tube on visible skin area. • Squeeze tube 3 –4 times in one spot until empty. Keep tube compressed on the final squeeze to avoid drawing liquid back into tube.

is dry. However, bathing or immersing your pet in water 2 hours after application will not reduce the effectiveness of this treatment. A veterinarian or veterinary technician should demonstrate or inst ruc t t he pe t o wne r re garding t he appro priat e t e c hnique fo r applying Revolution topically to dogs and cats prior to first use.

3 Doses

in weight and at least 8 weeks of age For cats 5.1-15 lbs in w e ig ht and at le as t 8 weeks of age

ns: Revolution is recommended for use in cats of age and older. dult fleas and prevents flea eggs from hatching for onth nts and controls flea (Ctenocephalides felis) tions ts heartworm disease caused by Dirofilaria immitis and controls ear mite (Otodectes cynotis) tions and controls intestinal hookworm (Ancylostoma forme) and roundworm (Toxocara cati) infections s: Not for human use. Keep out of reach of children. ns, Revolution may be irritating to skin and eyes. s such as hives, itching and skin redness have been in humans in rare instances.

ZOETIS BRAND GUIDELINES V 2.0 2013.01.10 Discard empty tubes in your ordinary household refuse. • Hold tube upright. • Press cap down until you hear click (cap punctures applicator seal). • Remove cap and check to be sure tip of tube is open. hear click

Press cap down firmly to break seal.

Dose and Administration: Revolution is recommended for use in cats eight weeks of age and older. Apply to the skin at the recom mended minimum dose of 2.7 mg of selamectin per lb (6 mg/kg) of body weight once a month. To facilitate application of Revolution, follow these basic steps. Revolution should be applied when the pet’s haircoat

OPEN HERE

Caution: U.S. Federal law restricts this drug to use by or on the order of a licensed veterinarian. For use in animals only. Keep out of reach of children. NADA 141-152, Approved by FDA

Administer once a month for protection against fleas and heartw or m disease and treatment and control of hookworms, roundworms, and ear mites Three single-dose tubes each containing 0.75 mL (45 mg) of selamectin 0.75 mL

For cats 5.1-15 lbs

(selamectin)

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3 Doses 8732000

Parasiticide for Cats at least 8 weeks of age Individuals with known hypersensitivity to Revolution should use the product with caution or consult a health care professional. Revolution contains isopropyl alcohol and the preservative butylated hydroxytoluene (BHT). Wash hands after use and wash off any product in contact with the skin immediately with soap and water. If contact with eyes occurs, flush eyes copiously with water. In case of ingestion by a human, contact a physician immediately. The material safety data sheet (MSDS) provides more detailed occupational safety information. For a copy of the MSDS or to report adverse reactions attributed to exposure to this product, call 1–800–366–5288. Flammable – Keep away from heat, sparks, open flame, and other sources of ignition. Do not use in sick, debilitated or underweight animals. Store below 30°C (86°F).

Indications: Revolution is recommended for use in cats 8 weeks of age and older. • Kills adult fleas and prevents flea eggs from hatching for one month • Prevents and controls flea (Ctenocephalides felis) infestations • Prevents heartworm disease caused by Dirofilaria immitis • Treats and controls ear mite (Otodectes cynotis) infestations • Treats and controls intestinal hookworm (Ancylostoma tubaeforme) and roundworm (Toxocara cati) infections W arnings: Not for human use. Keep out of reach of children. In humans, Revolution may be irritating to skin and eyes. Reactions such as hives, itching and skin redness have been reported in humans in rare instances. Distributed by: Pfizer Animal Health Div. of Pfizer Inc NY, NY 10017

LOT EXP

For cats 5.1-15 lbs in w e ig ht and at le as t 8 weeks of age

(selamectin) For cats 5.1-15 lbs in w e ig ht and at le as t 8 weeks of age

(selamectin)

For cats 5.1-15 lbs in w e ig ht and at le as t 8 weeks of age

(selamectin)

A watermark or white tint application example

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When the materials or inks used in product brand packaging limit the ability to apply the logo in the Zoetis Orange, white or black, other color may be used.

Three single-do

Whenever possible, use the Zoetis Orange, white or black logo variations to ensure the clarity, consistency and impact in all of our communications.

0.75 mL A watermark or white tint application of the logo may also be used, as appropriate.

For cats 5.1-15

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