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Merck relaunches its brand identity
14 October 2015 • Author: Victoria White
Merck has relaunched its brand identity.
Merck says that the fundamental revision of the visual appearance as well as the introduction of a new logo reflect its transformation into a global science and technology company. At the same time, the brand architecture at business level has been simplified. Outside the United States and Canada, the company will operate uniformly as Merck.
“Merck has fundamentally changed over the past ten years,” emphasised Karl-Ludwig Kley, Chairman of the Executive Board and CEO. “We have developed from a classic supplier of pharmaceuticals and chemicals into a global technology company. With our unique combination of highly specialised biopharmaceutical, life science and materials businesses, we are in a position today to offer solutions to support global megatrends such as health and digitisation. The complete overhaul of our brand identity is to communicate this new direction vis-à-vis our customers, partners and applicants. We want to be recognisable and remain visible as Merck worldwide so as to strengthen our well-known brand name. For this we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image.”
The investment in the Merck brand is part of the company’s “Fit for 2018” strategic transformation and growth programme, which includes the focus on innovative, technology-driven businesses as well as the modernisation and expansion of global headquarters in Darmstadt, Germany.
Merck Serono and Merck Millipore to become Merck
The company has said that the previously independent divisional brands Merck Serono and Merck Millipore will be eliminated and will instead operate as the biopharmaceutical business and the life science business of Merck. Product brands such as Erbitux or MilliQ will not be affected by this change.
Merck holds the rights to the Merck name and brand globally. The only exceptions are the United States and Canada. The company will therefore continue to operate in these two countries as EMD Serono in the biopharmaceutical business, as EMD Performance Materials in the high-tech materials business, as well as EMD Millipore in the life science business up until the planned acquisition of Sigma-Aldrich has been completed.
In addition, Merck says that the new corporate design is to create a strong visual link to the company’s businesses in the US and Canada. For this reason, the company is also introducing a striking, multi-coloured “M” in addition to the Merck logo.
The “M” is to indicate the membership of businesses and products to the Merck Group, independent of company names or regions.
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