Pfizer-辉瑞品牌指南2009会员免费

HeaderPfizer Branding Guidelines1Version 1.2 December 11, 2009 Copyright ©2009 Pfizer. All rights reserved.Pfizer Brand GuidelinesVersion 1.2December 11, 2009Pfizer Branding Guidelines2Version 1.2 December 11, 2009 Why a stronG Brand is imPortanthoW to use this documentUser groupsBrand manaGement strateGy and messaGinGour Path forWard – the next stePOur Purpose Our Mission Our Commitments Our Strategies Our ValuesBrand architectureWhat is brand architecture? Masterbrand strategy The Pfizer brand architecture The Pfizer brand architecture structure Visual identity1. the masterBrandWho should use it?the Pfizer logoLogo colors: preferred Logo colors: alternate Logo formats: on-screen Logo: clear space Logo: scaling and minimum size Logo: on backgrounds Logo don’ts Logo overviewthe Pfizer logo-themelineLock-up configurations Lock-up color versions Clear space Scaling and minimum size Pfizer logo-themeline overviewthe Pfizer colorsUse of tints for information graphics Color principle 1: use colors sparingly Color principle 2: use colors purposefully Color principle 3: use colors for pacingimagerySubject matter and style Depth of field Cropping Overview Don’tsthe Pfizer dotted illustration stylePfizer dotted illustration rules Pfizer dotted illustration don’ts Selecting the appropriate dotted illustration Creating additional dotted illustrationstypographyThe Pfizer primary typeface Display typeface Display typeface don’ts System typefaceGridsBuild your grid: step 1 Build your grid: step 2 Build your grid: step 3 Sample vertical grid format Sample vertical grid format smallSample horizontal grid formathow to build a layoutWho should use it? Setting up the grid Setting up the workspace Placing the typography Setting type in your layout Placing the imagery Placing the PDot typeface Placing the dotted illustration Combining typography, imagery, and illustration Sample brochure covers Sample spreads Sample slim jims Sample postersapplicationsOffice system Business card Envelope Letterhead Mailing Labels Notepad Powerpoint2. enaBlinG functions enabling functions Size Relationship Placement Enabling Functions: don’ts Applications3. diVisions divisions Size Relationship Placement Enabling Functions: don’ts Applications4. Pfizer ProGrams & initiatiVes Pfizer Programs & initiatives Decision Tree Solution Overview Corporate-wide External Color Options Internal Corporate Wide Size Relationship External Corporate Wide Size RelationshipTable of contents3 4 56 7 8 9 9 9 9 910 11 12 13 14 15 16 1718 19 20 21 22 23 24 25 2627 28 29 30 31 3233 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 5758 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 7980 81 82 83 84 8586 87 88 89 90 9192 93 94 95 96 97 983Version 1.2 December 11, 2009 Pfizer Branding GuidelinesPfizer is driven by a clear purpose: Working together for a healthier world. Living ou...