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 rebranding, anno 2009.

Brand new has, as always, more on this.

Picture from Brand new.

This new identity is exciting, not just because it simply looks good, but because it’s such a unique way to brand a city. I had no relationship with Melbourne before (apart from staying there a week when I was a kid) but now, suddenly, it feels like I know what it’s all about. I like how the M gets all the focus with it’s fat, blocky appearance and the words “City of Melbourne” explains it. It’s a sort of Nike effect, where after seeing that M once you will instantly recognize it. It’s also nice to see something fresh that doesn’t stick to the same safe Serifs as everybody else – to prove heritage.

I have got some criticism, however small, with how they have executed the campaign. They’ve really gone out of their way to produce a lot of different styles, which could become a little bit “too much” if overused. I think the mark looks good as it is and there’s really no need to push it to the limit by having over twenty variations. It’s daring alright – perhaps too daring. The typeface used looks good in capitals, but apart from that looks a little bit off in some of the printed works.

Picture from Level 11.

Read more at Brand new.
And see more pictures here.