PR Meets the Pharmaceutical Industry: Pfizer’s Rebranding
Published on October 6, 2021, at 7:47 p.m.
by Evvy Lusco.
When the pharmaceutical company Pfizer comes to mind, many people immediately associate it with COVID-19 and the vaccine it developed. However, the company’s recent rebrand aimed to rid itself of the outdated pill-shaped logo design and implement a modern, yet simple helix-shaped design. Pfizer’s revitalization did not go unnoticed.
Pfizer’s creative directors, John Clark and Amy Clobus, worked alongside designer Sabri Akin and a team of 21 other collaborators to bring the company’s new identity to life. Since the development of the vaccine, Pfizer has been in the spotlight — giving it an opportunity to create new visuals and enhance its brand awareness.
Inspired by its purpose — “Breakthroughs that change patients’ lives” — Pfizer’s new helix-shaped image was designed to encompass this message in its logo. This design still maintains some of the integrity of the original design, such as the iconic longer letter “F” in Pfizer.
With the new typeface, logotype and overall design, Pfizer hopes that its new brand image can demonstrate its commitment to not only science but also patients. The new logo was designed to represent the company’s role in creating drugs that are scientifically tested and produced with the intention of helping patients.
When companies rebrand, they must take into account multiple factors: messaging, audience, purpose and much more. Using the right messaging for an audience is vital. Companies that rebrand must keep in mind the people who will be impacted by the change. The purpose of the rebrand needs to strategically align with the company’s values.
Consistency is still important when rebranding a company’s image. People need to be able to recognize the brand even after a redesign of the logo. Pfizer achieved this goal by maintaining the classic hues of blue in its new helix-shaped image. The company wanted to ensure its audience understood that it is scientifically advanced in helping people and not just another large pharmaceutical corporation.
With these changes to Pfizer’s logo, typeface and overall design, the pharmaceutical company is hoping to showcase how much it values helping patients and maintaining relationships with them.