New year, new me: Pfiz­er aban­dons icon­ic 'blue pil­l' lo­go in fa­vor of sleek­er — if more am­bigu­ous — new de­sign

Af­ter a breakup, it’s OK to take some time for your­self — re­vis­it that hob­by you left be­hind, start jour­nal­ing, maybe drop a few pounds. Or, if you’re an icon­ic phar­ma­ceu­ti­cal brand, launch that am­bi­tious re­design you’ve planned for years; it’s a new year, af­ter all, and you de­serve it.

With the spin­off of its Up­john unit and brand­ed Vi­a­gra in the books, Pfiz­er is ring­ing in the new year with a brand new lo­go — the com­pa­ny’s first re­design in decades — as it looks at a slimmed-down fu­ture with­out the gener­ics yoke around its neck.

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