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Zangezur Copper &
Molybdenum Combine

We build brands and experiences
to help clients define their identities.

We work with cultural institutions, startups, and multinational corporations alike — to transform them with a focus on purpose, clarity, meaning, and emotion.
We design intelligent brand identities that often signal a new direction. This includes tone of voice and expression, digital and physical interactions, design systems, collateral for launch, and ongoing brand stewardship.

Challenge

Pfizer is among the largest pharmaceutical companies in the world as well as one of the mostr ecognizable 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.

Solution

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.

“Braind is a team of originals: they excel at generating creative ideas and compelling visions, and implementing their elegant designs with impressive thoughtfulness and attention to detail.”

John Smith

Google | Founder & CEO

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.