A few weeks back, about the time Pfizer started swapping out Wyeth signs for Pfizer branding, I was tipped off that the age-old Pfizer logo had been modified from the horizontal blue oval to an offset design.
Additionally, the company did tiny modifications on each letter, dropping the serif from the “P,” making the “F” less bulbous, and adding slant to the “E” in the direction of the oval.
Pfizer didn’t get back to me by press time to go over details as to why it changed its iconic logo, or the cost of revamping the design. However, Underconsideration.com, a really cool design blog, broke down history of the logo, and scored a few comments from the team behind the logo at Siegel+Gale.
The “Pfizer oval” was introduced in 1991. Over time, a great deal of equity was built into that logo, and it is widely recognized around the world. But today, Pfizer is a different company. It’s changed through global growth, numerous acquisitions, entry into new therapeutic areas, and development of life-changing medicines. The new logo keeps much of that existing equity, but with the brightened color, approachable type face, and tilted oval it signals positive change and forward momentum and asks people to take a fresh look at Pfizer because it is not the same company it was in 1991.
In addition to an updated logo, the new visual system also helps to signify this shift. The \ dotted display type face, illustration style, and bright multi-color palette work together to communicate the company’s vision of advancing better health for all people around the world.
While the new logo probably won’t cause a stir like Tropicana’s recent rebranding or the new Pepsi logo, it is interesting to see what design fans think of the new treatment. Impressive, tired, let us know in the comment area below.
Also, if you are a designer interested in revamping Pfizer’s logo, feel free to drop us a line at firstname.lastname@example.org. We’ll publish the best redesigns on the back page of an upcoming issue of Pharmaceutical Executive.