Pfizer has unveiled a new strategic identity, brand architecture, and design system in partnership with Pentagram. This project marks the first officially established brand design system for Pfizer. As the company expands its influence into key global healthcare sectors, including cancer treatment and oncology, following the pandemic, the focus was on more closely connecting the company's purpose with the medicines patients encounter in their daily lives. The project was led by Pentagram Partner Natasha Jen.
Pfizer operates hundreds of products across dozens of therapeutic areas, and each Direct-to-Consumer (DTC) brand has a different target audience, regulatory requirements, and voice. Instead of imposing a single identity on all products, Pentagram designed a foundation that shares typography, colors, photographs, illustrations, icons, and data visualizations. This structure consistently conveys that products belong to the Pfizer ecosystem while maintaining their individual personalities. They also collaborated with brand, marketing, compliance, and regulatory organizations to verify the applicability of the guidelines in real-world environments.
The typography is centered around two typefaces. 'Pfizer Tomorrow,' a proprietary typeface based on the Pfizer wordmark, is used for corporate and master brand communication. 'Pfizer Diatype,' created by Dinamo, supports over 76 styles and more than 200 languages to connect various product brands. Flexible secondary color palettes have been added to the existing Pfizer Blue, and a photographic system capturing actual patients and medical environments in natural light has also been established. It includes illustrations combining 2D and 3D geometric forms, over 20 chart and infographic templates, and motion principles to aid accessibility and information comprehension. As an scalable design system that ensures consistency across the entire organization while preserving the autonomy of individual brands, it serves as a valuable reference for organizations managing complex global brand portfolios.
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