Merck, a leading science and technology company, today 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 United States and Canada, the company will operate uniformly as Merck.
The investment in the Merck brand is part of the "Fit for 2018" strategic transformation and growth program, which includes the focus on innovative, technology-driven businesses as well as the modernization and expansion of global headquarters in Darmstadt, Germany. This also involves a more self-confident and at the same time clearer tone of voice, reflecting Merck's character and linking its pride in a nearly 350-year-old culture with scientific curiosity and a passion for research.
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.
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 multifaceted shapes seen under a microscope. The new Merck design features expressive colors 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 colors.(Más)
A Bright Future For An Old Name - Merck Reveals Bold New Brand