Developing Great Brand Chemistry

A global leader suffers brand amnesia

After 150 years in business, Pfizer was the global leader in pharmaceutical sales, but the trajectory to the top had come at a cost. Mergers, acquisitions and shifts in priorities over the years had saddled Pfizer with a hodgepodge of disparate visual systems and messages, resulting in a fragmented brand identity. As a result, the Pfizer brand mark—the center of its market presence—had begun to lose value and meaning.

Finding a cure

In the fall of 2008, Siegel+Gale audited the company’s brand architecture and communications practices. Our findings revealed internal confusion about who Pfizer really was, exacerbated by the absence of a clear, internal brand architecture or hierarchical visual system linked to a single identity.

In response, we recommended a model—dubbed "One Pfizer"—that would extend a spirit of unity to all Pfizer functions, departments and divisions. We refreshed the well-known oval logo into a more modern mark, backed up by a strong new visual system and supported by Brand Voice attributes and comprehensive guidelines promoting cohesive brand architecture, visual identity and messaging.

Brand healing

Pfizer successfully leveraged its updated identity to polish and validate its reputation as a leader in the healthcare industry. By restoring unity and focus around the brand mark—and eliminating dissonant, distracting elements—Siegel+Gale ensured that Pfizer has a structure and methodology for growth and a masterbrand that will retain its value for years to come.

According to Lauren Albert, director of corporate reputation and brand for Pfizer, "Our new visual identity system has become an invaluable asset for the enterprise. It provides the structure and guidance we needed to amplify our corporate brand voice in a cohesive way, and it provides flexibility to satisfy complex, globally diverse branding challenges. Plus, it's visually beautiful!"

Pfizer's leadership in the healthcare industry continues, as does our ongoing partnership to implement initiatives that reinforce the brand with clarity and purpose.

Pfizer earned the prestigious 2010 Brand New Award for Logo and Basic Identity Application.