Pfizer Global Rebrand
After more than 170 years, Pfizer has arrived at a new era. With a new CEO and more focused business model, the legacy company has evolved into a science and innovation powerhouse with a new narrative and purpose: Breakthroughs that change patients' lives®. To mark this evolution, Pfizer sought a new identity for the storied brand. These major transformations came at perhaps the most consequential moment in the company’s history — at the height of the COVID-19 pandemic, while the company was working tirelessly on the development of its breakthrough vaccine.
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Press: Fast Company . Wall Street Journal
Client: Pfizer Global
Role: Creative Director, Motion / Design Director, Design
Team: John Clark, Amy Globus, Samantha Kassay, Devin Sager, Nicole Wang, Aida ElBaradei, Mark Wolfe, Jiayue Li, Ioan Butiu, Aleksander Hamid, Shannon Jager, Edan Esinly, Bruno Canales, Luke Guyer, Nil Serraima, Albert Sanjuán, Eric Langlay, Jay Pellizzi, Stewart Stone, Hunter Braithwaite
“Pfizer’s new logo unlocking the iconic original “pill” shape to reveal a double helix spiraling upward. Scientists see DNA as the essence of all life, the code and engine of human potential. Each strand carries with it the instructions for an organism to develop, survive, and prosper. We believe that encoded within a successful logo is a company’s DNA—its past, its present, its ethos, and its potential.”
“The rotating form inspires progress, change, and overturning old realities in search of tomorrow’s innovations. The unity of their interlocking forms reflects Pfizer’s passion and dedication to both scientific innovation and the wellbeing of patients.”
“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.”
