Pfizer has got the help of Siegel+Gale to provide a face lift for the company, and it works pretty well. I think this reworking fits perfectly in between a minor, “unnecessary” change and an overworked make over. It’s different, but at the same time, most people won’t notice. And that’s the beauty. It’s not something that people will have to re-familiarize themselves with. They already know what it is, but the change that Pfizer wants to show is subtly put into their conscience at the same time. Brilliant. The tilt of the oval, together with the new typography, are small changes but together they create a new, much needed depth to the company. I’d say this is a first class example of good re-branding, anno 2009.
Brand new has, as always, more on this.