Basic Identity Applications





Design Firm



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Pfizer by Siegel+Gale
Pfizer by Siegel+Gale
Pfizer by Siegel+Gale
Pfizer by Siegel+Gale


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


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.


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.

Our new visual identity system has become an invaluable asset for the enterprise. It provides the structure and guidance we needed to amplify our corporate brand voice in a cohesive way, and it provides flexibility to satisfy complex, globally diverse branding challenges. Plus, it’s visually beautiful! — Lauren Albert, director, corporate reputation and brand of Pfizer

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