参考讲稿全球500强vi设计

1、Pfizer Brand GuidelinesVersion 1.2December 11, 2009Copyright ©2009 Pfizer.Pfizer Branding GuidelinesTable of contentsWhy a stronG Brand is imPortant3Visual identity1. the masterBrand Who should use it?151617the Pfizer dotted illustration stylePfizer dotted illustration rules Pfizer dotted illus

2、tration dontsSelecting the appropriate dotted illustration Creating additional dotted illustrations4344454647applicationsOffice system Business card Envelope Letterhead Mailing Labels Notepad7273747576777879hoW to use this documentUser groups45the Pfizer logo Logo colors: preferred Logo colors: alte

3、rnateLogo formats: on-screen Logo: clear spaceLogo: scaling and minimum size Logo: on backgroundsLogo donts Logo overview181920212223242526Brand manaGement6typographyThe Pfizer primary typeface Display typefaceDisplay typeface donts System typefacestrateGy and messaGinGour Path forWard the next steP

4、Our Purpose Our MissionOur Commitments Our StrategiesOur Values7899999484950512. enaBlinG functions enabling functionsSize Relationship PlacementEnabling Functions: donts Applications808182838485GridsBuild your grid: step 1 Build your grid: step 2 Build your grid: step 3 Sample vertical grid formatS

5、ample vertical grid format smallSample horizontal grid format525354555657the Pfizer logo-themelineLock-up configurations Lock-up color versions Clear spaceScaling and minimum size Pfizer logo-themeline overview272829303132Brand architecture What is brand architecture? Masterbrand strategyThe Pfizer

6、brand architectureThe Pfizer brand architecture structure10111213143. diVisions divisionsSize Relationship PlacementEnabling Functions: donts Applications868788899091how to build a layoutWho should use it? Setting up the grid Setting up the workspace Placing the typographySetting type in your layout

7、 Placing the imagery Placing the PDot typefacePlacing the dotted illustration Combining typography, imagery,and illustration Sample brochure covers58596061626364656667the Pfizer colorsUse of tints for information graphics Color principle 1: use colors sparingly Color principle 2: use colors purposef

8、ully Color principle 3: use colors for pacing33343536374. Pfizer ProGrams & initiatiVes Pfizer Programs & initiativesDecision Tree Solution OverviewCorporate-wide External Color Options Internal Corporate Wide Size Relationship External Corporate Wide Size Relationship92939495969798imagerySu

9、bject matter and style Depth of fieldCrop Overview Donts383940414268697071Sample spsSample slim jims Sample postersVersion 1.2December 11, 20092Pfizer Branding GuidelinesWhy a strong brand is importantPfizer is driven by a clear purpose: Working together for a healthier world. Living our Purpose mea

10、ns that across the Pfizer organization, we are unified in our approach and collaborative in our effortsto make a difference in the lives of the people we touch. This effort applies to everything we do from our scientific methodology,to our manufacturing processes, to the tone, look, and feel of our

11、communications.This document was developed to help us work together to build consistent, branded communications that collectively build Pfizers reputation in the communities we serve. Using these guidelines will enable us to create materials that speak to specific audiences while maintaining one, un

12、ified voice.Together, we can contribute to Pfizers reputation as a leader in global health and well-beingVersion 1.2December 11, 20093Pfizer Branding Guidelines / how to use this documentHow to use this documentGeneral userscommunications Professionalsdesign agencies1. understand our goalsThe strate

13、gy and messaging section provides key information regarding the strategy, messaging, and architecture that organize and drive us as a company.2. learn our visual toolsThe visual identity section starts with our masterbrand and then extends into the remaining parts of our brand architecture. Everyone

14、 should understand the overarching visual system as well as the specific part that applies to your division, business unit, program, etc.3. identify what is neededThe visual tools and applications in these guidelines are designed for a range of user types. First, select the application you are creat

15、ing and then identify the corresponding user level that is required for that application type. The user groups are outlined on the next page.Version 1.2December 11, 20094Pfizer Branding Guidelines / how to use this documentUser groupsGeneral userscommunications Professionalsdesign agenciesThere are

16、three main groups of users who will use these guidelines. Based upon the following criteria, determine to which group you belong. Then observe those rules that apply:General usersGeneral users make use of predesigned templates; however, for those interested, the information included here is an excel

17、lent aid tounderstanding the principles at work in Pfizer communications munications professionalsCommunications professionals work within Pfizer to develop communication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand.des

18、ign agenciesDesign agencies partner with Pfizer vtructured creativeGeneral UsersCommunications ProfessionalsDesign Agenciesprocess to develop materials. Agencies provide expert design application skills, strategic advice, and broad conceptual abilities. They will find this information to be an excel

19、lent starting point for the development process.Refer to the upper right hand corner of the page for your group designation.Version 1.2December 11, 20095Pfizer Branding GuidelinesBrand managementWho to ask:Robert NeufeldWorldwide CommunicationsCorporate Brand Management, Pfizer Inc 235 East 42nd Str

20、eetNew York, NY 10017 212.573.2137robert.neufeldJostzman235 East 42nd Street New York, NY 10017 212.733.5387jostzmanWhere to find resources:Version 1.2December 11, 20096Pfizer Branding GuidelinesStrategy and messagingOur Path Forward The Next Step Brand architectureVersion 1.2December 11, 20097Pfize

21、r Branding Guidelines / strategy and messagingOur Path Forward The Next StepOur Path Forward The Next Step articulates the essence of what we do. Its reach is broader than day-to-day activities. It conveys the strategic value of our organization and is consistently communicatedby our actions and com

22、munications. It ensures that our audiences gain a true understanding of our purpose and a sense of our significancefor world health.Version 1.2December 11, 20098Pfizer Branding Guidelines / strategy and messagingOur Path Forward The Next StepGeneral userscommunications Professionalsdesign agenciesou

23、r PurposeThe definitive statement about the difference we are trying to make in the world:the Promise We make: our commitments Having built a track record of keecommitments, we can now ask ourselves: How can Pfizer uniquely serve the worlds diverse health needs like no other company? The answer is i

24、n the seven commitments that showed the world what we can contribute.We will:our strategiesGeneralized statements of the long-term tactics we aim to achieve to advance the businessWhat We stand for: our ValuesOur values represent our core beliefs. They inform our decisions and guide our actions ever

25、y day. This reflects our increased focus on serving the needsWorking together for a healthier worldOptimize the patent-protected portfolioFind and capitalize on new opportunities for established productsGrow in emerging markets Grow our diversified businessesInstill a culture of innovation and conti

26、nuous improvementof our customers. We need to work morelywith partners inside and outside of Pfizer, and the concept of collaboration expresses this orientation more precisely. These are Pfizers enduring values:It is the reason we exist and why we come to work each day. We are in the noble business

27、in bringing better health care to more people around the world.Advance wellness, prevention, treatments, and curesBring the best scientific minds together to challenge the most feared diseases of our timeSet the standard for quality, safety, and value of medicinesUse our global presence and scale to

28、 make a difference in local communities and the world around usCustomer focus CommuRespect for people Performance Collaboration Leadership IntegrityQualityInnovationhow We Work together for a healthier World: our missionOur Path Forward initially focused on transfor Pfizer, so we can serve our custo

29、mers more effectively. Pfizer is now much more diversified and far-reaching, that is why we have extended our mission to reflect these changes. Pfizers new mission is to:Promote curiosity, inclusion, and for our worksionApply science and our global resources to improve health and well-being at every

30、 stage of life.Be a leading voice for improving everyones ability to have reliable and affordable health careize our final performance so we canThey describe the type of company we want to be, and we should demonstrate them in everything we do.meet our commitments to all who rely on usVersion 1.2Dec

31、ember 11, 20099Pfizer Branding Guidelines / strategy and messagingBrand architectureWhat is brand architecture? Masterbrand strategyThe Pfizer brand architectureThe Pfizer brand architecture structureVersion 1.2December 11, 200910Pfizer Branding Guidelines / strategy and messagin / Brand architectur

32、eWhat is brand architecture?General userscommunications Professionalsdesign agenciesBrand architectuelps define an organization by rationalizing howbusinesses and products are communicatedit is not an organizational strategy. An architecture strategy is essential in communicating ourbth and depth of

33、 offerings, as well as clarifying the relationshipbetween various entities. It defines the relationships of tangible assets: Trademarks Names Graphic identities Taglinesthe benefits of a defined brand architectureThe Pfizer architecture should: Create clarity Drive long-term shaolder value Establish

34、 Pfizer as a leader in healthcare Generate cost savings Support market-focused branding Reinforce the vision of “One Pfizer”It should help customers find exactly what they are looking for. Through a clear set of rules and an accompanying signature system, we can protect and promote the equity of the

35、 Pfizer identity.Version 1.2December 11, 200911Pfizer Branding Guidelines / strategy and messagin / Brand architectureMasterbrand strategyGeneral userscommunications Professionalsdesign agenciesPfizer enforces a masterbrand strategy to build the Pfizer brand.The chart illustrates the cyclical nature

36、 of the pharmaceuticalTherefore, all elements need to work together to enhance the value of the Pfizer masterbrand. This strategy will benefit the organization overall as the brand value will extend to all supported elements in the long run.The following pages explain the relationships among the ent

37、ities within Pfizer. Functions, divisions, programs, and products all help tell the Pfizer story and have clearly defined relationships to the Pfizer brand. As a result, Pfizer receives credit for the contributions these groups are making to building healthcare around the world.business and that, ov

38、er time, the only consts the Pfizer brand.Product brands have significant life spans, but eventually theirpatents expire, and the Pfizer brand helps to take the product forward. The Pfizer brand carries more weight from the beginning for nonbranded generics. Divisions and business units might have a

39、 long life cycle, but they also retire as the marketplace changes.Pfizer masterbranddivisionsBusiness unitsProductsTimeVersion 1.2December 11, 200912Brand EquityPfizer Branding Guidelines / strategy and messagin / Brand architectureThe Pfizer brand architectureGeneral userscommunications Professiona

40、lsdesign agenciesPfizers functions, divisions, programs, and products form eight layers that serve as the foundation of the architecture system.A masterbrand strategy requires that a single brandPfizerplay an important role in all eight layers. Entities must link to the Pfizer masterbrand by communi

41、cating within a standard visual and signature system.Entities toward the top of this structure are centralized corporate functions and indicators of the organizational structure, and should only use the Pfizer visual identity system. Their names are not locked up with the Pfizer logo.Entitiesr to th

42、e bottom require more flexibility to communicatewith specific audience groups. These entities have more flexibility with the visual system, and use the Pfizer logo somewhere on the page.Version 1.2December 11, 2009131 Pfizer Masterbrand2 Enabling Functions3 Divisions4 Internal Programs and Initiativ

43、es5 External Programs and Initiatives6 Business Units7 Business Units Programs and Initiatives8 Products and Product MarketingPfizer Branding Guidelines / strategy and messagin / Brand architectureThe Pfizer brand architecture structureGeneral userscommunications Professionalsdesign agenciesVersion

44、1.2December 11, 2009141 Pfizer Masterbrand2 Enabling Functions (Internal)3 Divisions4 Internal Programs & Initiatives (Corporate-wide and Division-wide)The masterbrand establishes Pfizer as the corporate umbrella underINTERNAL/EXTERNALwhich all programs, initiatives, and products are created and

45、 communicated. The logo is the primary representation of the masterbrand.Enabling Functions include the permanent departments and sub-departmentsINTERNALthat provide guidance, support, and resources for Divisions and Business Units throughout Pfizer. Though they are not customer facing, Enabling Fun

46、ctionsspan the bth of Pfizer, supporting all its business areas and employees.PFIZER HUMAN RESOURCES(e.g., Global Operations, Finance, Legal, Corporate Travel, etc.)The five Divisions represent and manage the key operating areas where Pfizer generates business value. Each Division represents a speci

47、fic area of expertise. (i.e., Pharmatherapeutics Research and Development Group,Biotherapeutics Research and Development Group, Diversified Businesses,Biopharmaceutical BusinessesManufacturing.)CORPORATE-WIDEDIVISION-WIDEInternal Programs and Initiatives span the entireInternal programs and Initiati

48、ves originate in a Divisionorganization and provide common resources and supportof Pfizer and touch more than one Business Unit. They arefor all Pfizer employees. They are temporary and/ortemporary and/or reoccurring events, and they provide areoccurring events established and controlled by ancommon

49、 resource for and unify the Division. Enabling Function. (e.g., Healthy Pfizer)5 External Programs & Initiatives (Corporate-wide and Division-wide)6 Business Units7 BU Programs & Initiatives (Internal and External)CORPORATE-WIDEDIVISION-WIDEExternal Programs and Initiatives span the entire o

50、rganizationExternal Programs and Initiatives originate in a Division ofand are stewards of the companys reputation. They help establishPfizer and touch more than one Business Unit. External audiences Pfizer as a leader in healthcare by touching more than one Divisionengage with Pfizer through these

51、Programs and Initiatives. They within Pfizer and providing resources for external audiences.serve a targeted external audience and provide a common resource(e.g., Pfizer Investments in Health)for key audiences. (e.g., Pfizer Helpful Answers, Pfizer Pro, etc.)Each Division is composed of Business Uni

52、ts, and eachINTERNALEXTERNALBusiness Unit serves a specific purpose, need, and audience. Not all Business Units are customer facing, therefore each needs to be evaluated independently.INTERNALEXTERNALBusiness Unit Programs and Initiatives originate in only oneBusiness Unit Programs and Initiatives o

53、riginate in only one Business Unit and provide resources and support for employees.Business Unit, and external audiences engage with Pfizer through (e.g., Area Commercial Team, PAH Online, etc.)these Programs and Initiatives. They provide resources and servespecific audience needs. (e.g., First Reso

54、urce, Global Access, All Eyes on Glaucoma, etc.)8 Products & Product MarketingProducts are the revenue drivers of the organization and have the most visible presence in the marketplace.Pfizer Branding GuidelinesVisual identity1. The masterbrand2. Enabling functions3. Divisions4. Internal program

55、s and initiatives5. External programs and initiatives6. Business units7. Business unit programs and initiatives8. Products and product marketingVersion 1.2December 11, 200915Pfizer Branding Guidelines / Visual identity1. The masterbrandWho should use it? The Pfizer logoThe Pfizer themeline The Pfize

56、r colors The Pfizer imageryThe Pfizer dotted illustration style TypographyGridsHow to build a layout ApplicationsVersion 1.2December 11, 200916Pfizer Branding Guidelines / Visual identity / 1. the masterbrandWho should use it?General userscommunications Professionalsdesign agenciesThere are three main groups who use these