The American pharmaceutical company Pfizer changed its name with a logo inspired by the double helix structure of DNA.
Along with a new logo, the rebranding includes a complete identity overhaul with a new typeface and two-tone color scheme. The identity work was carried out by the Team studio based in New York, USA. Landor & Fitch brand consultancy helped develop the rebranding strategy, Pfizer told Design Week.
Pfizer was established by Charles Pfizer and his cousin Charles Erhart (both of German descent) in New York City in 1849. Originally established as a chemical company in the Williamsburg neighborhood of Brooklyn, it expanded over the next century by providing penicillin during WWII. .
More recently, Pfizer partnered with German biotechnology company BioNTech to develop a vaccine against Covid. He announced in November 2020 that the vaccine had an effectiveness rate of almost 95%. The Pfizer vaccine began rolling out across the UK in December.
Mark a “new era”
The rebranding was sparked by a “new era” for the company, according to Albert Bourla, CEO of Pfizer. “Pfizer is no longer just treating disease – we cure it and prevent it,” he adds.
The new focus on its scientific and research capabilities inspires the most important part of Pfizer’s new image: its DNA-themed logo.
The Pfizer wordmark now sits next to a pair of nested shapes in shades of blue that represent the double helix. This is intended to represent the “transition from commerce to science,” says Pfizer. “We unlocked the pill shape to reveal the heart of what we do: a double helix, spiraling upwards. “
The addition of the helical shape is one of the most significant logo changes in the company’s 171-year history. “Pfizer has become more than a pharmaceutical company,” he adds.
“The science that shapes the world”
Elsewhere, “bold imagery” aims to show how the company inspires “science that shapes the world,” says Pfizer. These include abstract three-dimensional shapes, again inspired by the double helix structure.
Emphasis is also placed on human-centered photography depicting “real people getting the help they need”.
Pfizer has retained the blue color palette, but claims it has been “evolved” into a “vibrant two-tone palette”. The main shades are 286 C and Process Cyan, although there is also a wider palette available for the brand.
“In an industry awash in blue, we’re doubling down,” says Pfizer. “A choice that defends our history as a leader for the pioneers who followed. “
According to design studio Team, the two-tone palette shows “Pfizer’s commitment to science and to patients.”
Font and design apps
Noto Sans is the updated typeface, chosen for its “clean and open” characteristics. Pfizer says the clean typeface is “philosophically and aesthetically aligned” with its updated vision. The typeface was developed by Google as a way to “internationalize the Internet,” according to the pharmaceutical company.
The new identity has been deployed in a variety of applications. Imagery can be seen on a range of communication media such as online campaigns as well as professional documents such as HR guides.
The logo’s new helix feature is also widely used in all hardware, including on a lab coat.
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