Pfizer is among the world’s largest pharmaceutical companies and one of the most recognizable brands across all industries. After more than 170 years, the company has arrived at a new era.
Narrowing its focus, Pfizer had undertaken an ambitious transformation at the most significant moment in the company’s history — at the height of the COVID-19 pandemic. As a result, they have reclaimed their role as trailblazing scientific researchers, makers, and doers with a bold and confident outlook: the new Pfizer is not only treating difficult diseases — they’re curing them.
To mark this evolution, Pfizer enlisted Team to create a new identity that celebrated its storied history, while signaling a new chapter for the company from scientific fast follower to innovative science leader.
Conversations with Pfizer scientists led to a powerful unifying symbol, the DNA helix. DNA is the essence of all life, the code and engine of human potential. Encoded within a successful logo is a company’s DNA — its past, its present, its ethos, and its potential.
Pfizer’s new logo unlocks the iconic “pill” shape of the past seven decades, revealing a rotating double helix that inspires progress, change, and the overturning of old realities in search of tomorrow’s innovations. The historic Pfizer blue evolved into a vibrant, two-tone palette. In an industry awash in blue, Pfizer is doubling down: a choice that champions Pfizer’s history as a leader for the pioneers who have followed.
The new identity is future-focused, allowing it to move seamlessly across all mediums. A modernized wordmark expresses a sense of openness and refinement. Noto Sans is the new brand font, originally developed by Google to internationalize the internet. Available across over 800 languages, Noto Sans is a clean, open typeface for a global future and a perfect philosophical match for the new Pfizer.
The effect is simple and dynamic. These visual attributes strike a balance between science and humanity — a balance that defines the new purpose-driven company where science and people come together.