Merck reveals its new branding and logo

Merck-reveals-its-new-corporate-identityScience and technology company, Merck announced the relaunch of its brand identity in October. The new logo is said to reflect its transformation into a global science and technology organisation while the brand architecture at business level has been simplified.

‘The new brand, with a vibrant “m”, describes what Merck stands for, who we are and what we want to be,’ says Stefan Maron, MD of Merck South Africa and general manager for South-East Africa. ‘Merck has changed substantially over the past decade and we have transformed from a traditional chemicals and pharma company to one with specialisations in biopharma, life sciences and high-tech materials.’

Fit for the future

The investment in the Merck brand is part of its ‘Fit for 2018’ strategic transformation and growth programme. This includes the focus on innovative, technology driven businesses as well as the modernisation and expansion of global headquarters in Darmstadt, Germany. The programme also reflects Merck’s character and links in with its 350-year-old culture of scientific curiosity and a passion for research.

Divisional brands eliminated

With the introduction of the new brand design, the previously independent divisional brands Merck Serono and Merck Millipore will be eliminated. Merck Serono will operate as the biopharmaceutical business of Merck, and Merck Millipore as the company’s life sciences business.

Merck holds the rights to the Merck name and brand globally. The only exceptions are in the US and Canada.

Inspired by science 

The company’s visual image is fundamentally new. It is based on the concept of a vibrant science and technology company, and is inspired by the colourful and multifaceted shapes seen under a microscope. On its brand repositioning efforts, Merck worked with FutureBrand – a leading agency that advises Bentley and Nespresso, and worked on the campaign for the 2012 London Summer Olympics.

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