Brand Identity for Pfizer
Pfizer’s logo became DNA, not a pill.
Team created a future-focused identity for Pfizer as the pharmaceutical company repositioned itself from a scientific fast follower to an innovation leader. The system transforms Pfizer’s historic pill-shaped logo into a rotating DNA double helix, supported by a vibrant two-tone blue palette, modernized wordmark, and globally accessible Noto Sans typography.
Set in Noto Sans
Insights
- Pfizer was reframed from a consumer pharmaceutical business to a science-driven one, under an internal brief of “science at a glance.” Team described the result as having “unlocked the pill form of the past seven decades” to reveal a double helix spiralling upward.
- The project took about 18 months, paused in March 2020 when Pfizer’s attention shifted to the vaccine, and went through roughly 200 logo directions before narrowing to 4 finalists tested with thousands in focus groups.
- The logo and identity system were developed by Team, a 14-person Dumbo studio founded in 2015, with strategy from Landor & Fitch; the emblem was drawn by independent lead designer Sabri Akın, brought in from Istanbul.
- The visual system extends beyond the symbol: a transformed pill/helix mark, a vibrant two-tone blue palette, a modernized wordmark, and globally accessible Noto Sans typography refined by type designer Jeremy Mickel.
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