Pfizer rebrands to mark a “new era” of science and research

Fresh from releasing a Covid vaccine, Pfizer has revealed a new logo and identity to signal a shift from “commerce to science”.

American pharmaceutical company Pfizer has rebranded with a logo inspired by DNA’s double helix structure.

As well as a new logo, the rebrand comprises an identity overhaul complete with new typeface and dual-tone colour palette. The identity work has been carried out by New York, US-based studio Team. Brand consultancy Landor & Fitch helped to develop the rebrand strategy, Pfizer tells Design Week.

pfizer rebrand logo
Courtesy of Pfizer

Pfizer was established by Charles Pfizer and his cousin Charles Erhart (both of German descent) in New York in 1849. Originally set up as a chemicals company in the Williamsburg district of Brooklyn, it developed over the next century by supplying penicillin during World War II.

Most recently, Pfizer partnered with German biotech company BioNTech to develop a Covid vaccine. It announced in November 2020 that the vaccine had a nearly 95% efficacy rate. The Pfizer vaccine began rolling out across the UK in December.

Marking a “new era”

The rebrand has been prompted by a “new era” for the company, according to Pfizer CEO Albert Bourla. “Pfizer is no longer in the business of just treating diseases – we’re curing and preventing them,” he adds.

The new focus on its science and research capabilities inspires the most prominent part of Pfizer’s rebrand: its DNA-themed logo.

pfizer rebrand
Courtesy of Pfizer

The Pfizer wordmark now sits alongside a pair of blue-toned interlocking forms which represent the double helix. This aims to represent the “shift from commerce to science”, Pfizer says. “We’ve unlocked the pill form to reveal the core of what we do: a double helix, spiralling upward.”

The addition of the helix form is one of the most prominent logo changes in the company’s 171-year history. “Pfizer has become much more than a pharmaceutical company,” it adds.

“World-shaping science”

pfizer rebrand
Courtesy of Pfizer

Elsewhere, “bold imagery” aims to show how the company is prompting “world-shaping science”, Pfizer says. These comprise abstract three-dimensional shapes, again inspired by the double helix structure.

There’s also an emphasis on human-focused photography depicting “real people getting the help they need”.

Courtesy of Pfizer

Pfizer has retained the blue colour palette though says that it’s been “evolved” to a “vibrant, two-tone palette”. The primary shades are 286 C and Process Cyan, though there’s also a wider palette available for branding.

“In an industry awash in blue, we’re doubling down,” Pfizer says. “A choice that champions our history as a leader for the pioneers who have followed.”

According to design studio Team, the two-tone palette shows “Pfizer’s commitment to both science and patients”.

Typeface and design applications

pfizer rebrand

Noto Sans is the updated typeface, picked for its “clean, open” characteristics. Pfizer says the  pared-back typeface is “philosophically and aesthetically aligned” with its updated vision. The typeface was developed by Google as a way “to internationalize the internet”, according to the pharmaceutical company.

The new identity has rolled out across a variety of applications. The imagery can be seen on a range of communication material such as online campaigns as well as on professional documents like HR guides.

Courtesy of Pfizer

The logo’s new helix feature is also widely in use throughout material, including on a lab coat.

What do you think of Pfizer’s rebrand? Let us know in the comments below. 

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  • Garech Stone January 7, 2021 at 9:49 am

    That’s an incredible admission from Pfizer that the new rebrand signals a shift from “commerce to science”. Surely, it would be more reassuring if the company behind the fast-tracked experimental Covid vaccine was always driven by health or science rather than profit?

  • Henry January 8, 2021 at 4:01 pm

    Noto is really the new ubiquitous font… I’m bored of seeing it already. New everything else feels fresh though.

  • Helen Kirkby January 12, 2021 at 1:38 pm

    Wouldn’t you just love to know how much this redesign cost? I’m not sure it’s very future proof and if I’m honest, it’s not very exciting. The helix icon feels very clunky and I’m struggling to understand why the two blues represents “commitment to both science and patients”? Oh well, that’s subjectivity at its best I guess.

  • JAMES S MILLS May 11, 2021 at 10:05 pm


  • Steven ford November 28, 2022 at 9:34 pm

    I have studied logos since the 70’s. I was interested in credits. Landon/Fitch was no surprise. It may be my favorite this decade. The word perfect actually came to mind.

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