The investment in the Merck brand is part of the ‘Fit for 2018’ strategic transformation and growth programme
Merck announced the relaunch of its brand identity. The fundamental revision of the visual appearance as well as the introduction of a new logo reflect the transformation into a global science and technology company. At the same time, the brand architecture at business level has been simplified. Outside the US 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 Chief Executive Officer. “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 digitization. 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 For this we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image.”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 ‘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. With the introduction of the new brand design, the previously independent divisional brands Merck Serono and Merck Millipore will be eliminated.
In the future, Merck Serono will operate as the biopharma business of Merck, and Merck Millipore as the life science business of Merck. Merck holds the rights to the Merck name and brand globally. The only exceptions are the US and Canada. The company will therefore continue to operate in these two countries as EMD Serono in the biopharma 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.
Merck’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 multi-faceted shapes seen under a microscope. The new Merck design features expressive colours and shapes with a scientific look-and-feel. These are also reflected by the new company logo. In comparison with the former logo, it makes a bold statement; its design is less complex and can be used in different colours.
In addition, the new corporate design is to create a strong visual link to the Merck businesses in the US and Canada. For this reason, the company is also introducing a striking, multi-colored ‘M’ in addition to the Merck logo. It is to indicate the membership of businesses and products to the Merck Group, independent of company names or regions.