辉瑞更新品牌形象,宗旨的象征:改变患者生活的突破

VIS设计/医疗制药、健康、生物工程

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发布于2021-01-11

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辉瑞新品牌形象,宗旨的象征:改变患者生活的突破®


经过170多年的发展,辉瑞进入了一个新时代。凭借新的首席执行官和更加专注的业务模式,这家传统公司已发展成为具有新叙事和目标的科学与创新强国:改变患者生活的突破®。为了纪念这种发展,辉瑞要求Team为这个传奇品牌创建新的徽标和视觉标识。这些重大变革可能是公司历史上最重要的时刻-在COVID-19大流行的高峰期,而公司正在不懈地致力于开发突破性疫苗。


After more than 170 years, Pfizer has arrived at a new era. With a new CEO and more focused business model, the legacy company has evolved into a science and innovation powerhouse with a new narrative and purpose: Breakthroughs that change patients' lives®. To mark this evolution, Pfizer asked Team to create a new logo and visual identity for the storied brand. These major transformations came at perhaps the most consequential moment in the company’s history — at the height of the COVID-19 pandemic, while the company was working tirelessly on the development of its breakthrough vaccine.



辉瑞公司是全球最大的制药公司之一,也是所有行业中最知名的品牌之一。然而,更重要的是,它们是科学的力量,其突破每天都在影响着全球数百万人的生活。

 

在过去的十年中,辉瑞进行了一次雄心勃勃的转型。该公司已经缩小了工作重点,并致力于开发下一代突破性疗法。结果,他们以大胆而充满信心的前景重新扮演了领先的科学研究人员,制造者和行动者的角色:新辉瑞公司不仅在治疗困难疾病,而且还在治愈它们。

 

辉瑞公司指派了一个团队来创建一个新的身份,以反映他们从一家多元化企业到一家专注和创新的生物制药公司的发展;从科学的快速追随者到一流的科学领导者。



Pfizer is among the largest pharmaceutical companies in the world as well as one of the most recognizable brands across all industries. More importantly, however, they are a scientific powerhouse whose breakthroughs affect the lives of millions around the world every day.

 

Over the course of the past decade, Pfizer had undertaken an ambitious transformation. The company has narrowed its focus and rededicated itself to developing the next generation of breakthrough treatments. As a result, they have reclaimed their role as trailblazing scientific researchers, makers, and doers with a bold and confident outlook: the new Pfizer is not only treating difficult diseases — they’re curing them.

 

Pfizer assigned Team to create a new identity to reflect their evolution from a diversified enterprise to a more focused and innovative biopharma company; from a scientific fast follower to a first-in-class scientific leader.



辉瑞公司的徽标一直保持70多年未曾改变,因此辉瑞公司的新身份反映公司的悠久历史和光明的未来至关重要。

 

随着我们对公司正在进行的转型的更多了解,我们与辉瑞科学家的对话使我们找到了一个强大的统一符号DNA螺旋。

 

科学家将DNA视为所有生命的本质,人类潜能的代码和引擎。每条链都带有生物体发育,生存和繁荣的指示。在Team,我们相信成功徽标中编码的是公司的DNA,包括公司的过去,现在,精神和潜力。

 

我们通过解锁标志性的原始“药丸”形状来展现辉瑞的新徽标,从而揭示出螺旋形的双螺旋。现在,徽标赋予了上升运动的感觉。旋转形式激发了进步,变化和颠覆了旧的现实,以寻求明天的创新。联锁形式的统一体现了辉瑞对科学创新和患者福祉的热情和奉献精神。



With a logo that had been left fundamentally unchanged for over 70 years, it was crucial that Pfizer’s new identity reflect both the company’s storied history and its bright future.

 

As we learned more about the transformation underway at the company, our conversations with Pfizer scientists led us to a powerful unifying symbol, the DNA helix.

 

Scientists see DNA as the essence of all life, the code and engine of human potential. Each strand carries with it the instructions for an organism to develop, survive, and prosper. At Team, we believe that encoded within a successful logo is a company’s DNA—its past, its present, its ethos, and its potential.

 

We brought Pfizer’s new logo to life by unlocking the iconic original “pill” shape to reveal a double helix spiraling upward. The logo now imparts a sense of ascending motion. The rotating form inspires progress, change, and overturning old realities in search of tomorrow’s innovations. The unity of their interlocking forms reflects Pfizer's passion and dedication to both scientific innovation and the wellbeing of patients.

 


辉瑞(Pfizer)的新身份设计首先是数字化的,从而使其能够在所有媒介之间无缝移动。更新和现代化的字标还表达了一种开放,活力和精致的感觉。

 

我们将具有历史意义的辉瑞(Pfizer)蓝色演变为充满活力的两色调调色板,这标志着辉瑞对科学和患者的承诺。在一个充满蓝色的行业中,我们正在加倍努力。捍卫辉瑞作为追随者的领导者的历史的选择。



Pfizer’s new identity was designed to be digital first, allowing it to move seamlessly across all mediums. An updated and modernized wordmark also expresses a sense of openness, energy, and refinement.

 

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



辉瑞致力于创造医学新世界,同时在规模和影响力方面仍保持全球行业领先地位。我们选择Noto Sans作为新的品牌字体反映了这种双重性。Noto Sans最初由Google开发,旨在使互联网国际化,其设计旨在在800多种语言和多种语言之间实现视觉上的和谐。它是面向全球未来的干净,开放的字体,是新款辉瑞公司在哲学和美学上的完美搭配。

Pfizer is committed to creating new worlds of medical possibilities while remaining the global industry leader in terms of scale and influence. Our choice of Noto Sans as the new brand font reflects this duality. Originally developed by Google to internationalize the internet, Noto Sans is designed to be visually harmonious across more than 800 languages and counting. It's a clean, open typeface for a global future and a perfect philosophical and aesthetic match for the new Pfizer.


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