Our Visual Identity


This is our new identity, an emblem of our purpose:
Breakthroughs that change patients' lives®

A New Pfizer             Our Visual Identity

Encoded within a successful logo is a company’s DNA—its history, its future

Pfizer has become much more than a pharmaceutical company. Our new logo signals this shift from commerce to science. We’ve unlocked the pill form to reveal the core of what we do: a double helix, spiralling upward.

The logo is constructed of two interlocking forms. Their unity reflects our passion and dedication to the science behind our innovations, and to the wellbeing of our patients.


Bold imagery for world-shaping science

We use photography showing real people getting the help they need, from professionals who know and care.

Blue, but new

We've evolved the historic Pfizer blue to a vibrant, two-tone palette signifying our commitment to both science and patients. In an industry awash in blue, we're doubling down. A choice that champions our history as a leader for the pioneers who have followed.


A clean, open typeface for a global future

Noto Sans is a font designed for tomorrow. Developed by Google to internationalize the internet, it is philosophically and aesthetically aligned with the new Pfizer.

Many Languages

Sleek and practical, minimal and inviting,
Noto Sans asserts itself only when asked to.

The font family accommodates more than
800 languages across the globe—a
necessity in our line of work. Noto fonts
are intended to be visually harmonious
across multiple languages, with
compatible heights and stroke thicknesses.

Accessible, inclusive, and free. The future
will be written in Noto Sans.




Bringing it all together — design applications

We’ve refined our legacy down to its essentials. By keeping science and people at the heart of what we do, we’re ready for another 170 years of breakthroughs.