Pfizer Launches First Major Rebranding in Over 70 Years

Pfizer (NYSE:PFE) 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.