Its first truly modern logo was created in 1987 by Charles Grossman. Grossman kept the tablet-shaped enclosure the company had adopted in 1940, but created a much more modern wordmark and selected the company’s trademark blue.
Today, on the heels of its new Covid-19 vaccine and accompanying press, Pfizer has a new brand identity that retain’s Grossman’s wordmark and brand color but removes the pill shape. Now a helix shape sits next to the company name.
The change, which was in development before the Covid vaccine development began, was prompted by the company’s growth from a diversified medical company to a biopharma business focused on breakthrough science, according to a company spokesman. Design agency Team was the creative partner in the rebrand. Landor & Fitch also helped to plan brand strategy.