Pfizer Unveils Shiny New "Leaping" Logo
Pfizer (PFE), fresh from consummating its merger with Wyeth (WYE), has unveiled a new logo. Don’t get too excited — it looks a lot like the old logo:
The most dramatic change is that the blue oval is now leaning forward in a suggestion of speed or urgency. The blue color has been spread over a gradient so that it appears to be slightly shiny. Other than that, the typeface has been cleaned up to remove some of the more old-fashioned serifs and bulges. The result is that the new logo seems poised to leap into the air, suggesting a company that is in a greater hurry than its predecessor.
The original logo was designed in 1991 by Enterprise IG (now The Brand Union), according to UnderConsideration.com. The new identity comes courtesy of Siegel+Gale.
Given the titanic task ahead of Pfizer in integrating two giant, clunky companies into a sleek entrepreneurial (and slightly smaller) whole, could the new logo be a Freudian clue into management’s thinking right now?
Hat tip to PharmExecBlog.
Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.
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