Please ensure Javascript is enabled for purposes of website accessibility
Free Article Join Over 1 Million Premium Members And Get More In-Depth Stock Guidance and Research

Pfizer Launches First Major Rebranding in Over 70 Years

By Eric Volkman - Jan 5, 2021 at 5:27PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

The company "unlocks" its famous little blue pill in a symbolic move.

Pfizer ( PFE -0.62% ) has swallowed its little blue pill.

No, we don't mean Viagra. On Tuesday, the company formally discarded its long-standing logo, replacing it with a new one reminiscent of the double-helix construction of DNA. With relatively minor modifications, the pill logo had represented the company since the 1940s.

But the pharmaceutical giant's slogan ("Breakthroughs that change patients' lives") remains unchanged.

A video presentation posted on Pfizer's Twitter feed explained the symbolism of the new logo through subtitles.

"After more than 170 years of treating disease we arrive at a new era, a time of extraordinary focus on science and dedication to patients," the titles read. "We're unlocking the pill to reveal the DNA at the heart of Pfizer. Embracing the power of science to cure and prevent human disease. This is our new identity, an emblem of our purpose."

Pfizer's new logo, as of 2021.

Pfizer's new logo. Image source: Pfizer.

The change in logo and the grand pronouncement of purpose come as the company's BNT162b2 coronavirus vaccine, developed in collaboration with Germany-based BioNTech, is rolling out following Emergency Use Authorization from both the U.S. and U.K. healthcare regulators.

It seems Pfizer wants to be associated with innovation and cutting-edge development, rather than identified as a sluggish, complacent maker of medicines and vaccines. BNT162b2 will help greatly in this regard, bolstering its assertion that it is dedicated to being a science-forward company despite its age and its durably strong position on the market.

Investors like when their companies rebrand in a sensible, believable, and relevant way. On Tuesday, Pfizer stock rose by just over 1%, eclipsing the S&P 500's gain on the day.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis – even one of our own – helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Pfizer Inc. Stock Quote
Pfizer Inc.
$51.40 (-0.62%) $0.32
BioNTech SE Stock Quote
BioNTech SE
$291.94 (-3.55%) $-10.75

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning service.

Stock Advisor Returns
S&P 500 Returns

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 12/08/2021.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Our Most Popular Articles

Premium Investing Services

Invest better with the Motley Fool. Get stock recommendations, portfolio guidance, and more from the Motley Fool's premium services.