CATEGORY

Logos

LEVEL

Professional

RANK


DESIGN CREDITS

Design Firm

Siegel+Gale


TAGS

, , , , ,


LINKS

siegelgale.com
pfizer.com

Pfizer by Siegel+Gale
Pfizer by Siegel+Gale


CLIENT

A global pharmaceutical company based in New York, NY, and the world’s largest research-based pharmaceuticals firm.


BRIEF

After 150 years in business, Pfizer was the global leader in pharmaceutical sales, but the trajectory to the top had come at a cost. Mergers, acquisitions and shifts in priorities over the years had saddled Pfizer with a hodgepodge of disparate visual systems and messages, resulting in a fragmented brand identity. As a result, the Pfizer brand mark—the center of its market presence—had begun to lose value and meaning.


APPROACH

In the fall of 2008 Siegel+Gale audited Pfizer’s brand architecture and communications practices. Our findings revealed internal confusion about who Pfizer was, exacerbated by absence of a clear, internal brand architecture or hierarchical visual system linked to a single identity. We then refreshed the well-known oval logo into a more modern mark with more contemporary color and typeface, backed up by a strong new visual system and supported by Brand Voice attributes and comprehensive guidelines promoting cohesive brand architecture, visual identity and messaging.

Modernizing, rather than completely redesigning, our logo preserves our deep heritage (an important Pfizer brand attribute) while expressing our commitment to lead advancements for the future of healthcare. This refreshed logo, new and comprehensive brand architecture, and fresh visual system give us the tools to evolve and grow the Pfizer brand into its best future. — Lauren Albert, director, corporate reputation and brand of Pfizer

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