The makers of Viagra and Lipitor, Pfizer, reported a mere US $48.3 billion revenue in 2008. Which isn't too shabby – especially in these economic times. So it seems they've decided to celebrate by updating their 18 year old brand identity.
At first glance, it may go unnoticed. Sure they've added a gradient, tilted the oval and done away with their serif font. All of which I think are improvements. Is it really enough though to warrant the time and money that a massive rebranding project like this would've involved? Probably not. Which is why I'm stoked that Siegel+Gale make the most of this opportunity. The true creative genius here is the application of the new brand. Let's face it, Pfizer and all their ideas of brand equity and heritage probably had some strong views on how much the logo should change. However giving it another dimension, and a variety of executions is where this identity takes on a new life.
A rich and diverse colour palette, the use of illustrative dots, emotive imagery and some clever copywriting take this new Pfizer brand beyond the corporate conventions of the Pharmaceutical world.
See some of their brand in action at http://www.pfizer.com/home/
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