Much-in-the-news Pfizer has a new logo, dropping its traditional blue-pill symbol in favor of a double helix DNA spiral. “We’re unlocking the pill to reveal the DNA at the heart of Pfizer,” the company said. Officials add that the change in the company’s emblem reflects its purpose and dedication to harnessing the capabilities of science and, in an announcement on its website, Pfizer said it is now in a time of “extraordinary focus on science and dedication to patients.” As such, CEO Albert Bourla says the company is “no longer in the business of just treating diseases – we’re curing and preventing them.”
In a note to employees, Bourla added that the rebranding is “representative of the company’s shift from being a diversified business to a biopharma business focused on breakthrough science.” In addition to the new logo, notable design changes include a vibrant two-tone palette in place of the familiar Pfizer blue – an effort to distinguish itself from an industry “awash in blue” – and the adoption of a new typeface, Noto Sans – developed by Google to internationalize the internet – which is said to accommodate more than 800 languages across the globe.
Credits for the identity go to Team, a Brooklyn NY-based design firm that works with cultural institutions, startups, and multinational corporations alike. Team explains: “As we learned more about the transformation underway at the company, our conversations with Pfizer scientists led us to a powerful unifying symbol, the DNA helix… We brought Pfizer’s new logo to life by unlocking the iconic original ‘pill’ shape to reveal a double helix spiraling upward. The logo now imparts a sense of ascending motion. 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.”