New global brand for the German group Merck. The group will operate uniformly internationally under the new Merck logo, with the exception of the United States and Canada where the company will continue to use the EMD Serono name, EMD Performance Materials and EMD Millipore. CEO Karl-Ludwig Kley: “We have evolved into a global technology company”.
14 October 2015 – by Aboutpharma Online editorial staff
New global brand for the German group Merck. The company today announced an overhaul of its branding and the introduction of a new logo to reflect its evolution into a global science and technology company. The group will operate uniformly internationally as Merck, eliminating the individual brands of the Merck Serono and Merck Millipore divisions: the current Merck Serono will be Merck's biopharmaceutical business while Merck Millipore will become Merck's life sciences business. The only exceptions are the United States and Canada where the company will continue to use the name EMD Serono in the biopharmaceutical area, EMD Performance Materials in the field of high-tech materials ed EMD Millipore in the life sciences sector, until the completion of the already planned acquisition of Sigma Aldrich. The investment in the new brand - explains the company in a note - is part of the strategic transformation and growth program "Fit for 2018” “focused on innovative and technology-based activities, and also on the modernization and expansion of the headquarters in Darmstadt, Germany”.
“Merck has changed dramatically over the past decade,” he explains Karl-Ludwig Kley, chairman of the executive board and CEO. “From a traditional supplier of pharmaceuticals and chemicals, we have evolved into a global technology company. Thanks to the unique combination of highly specialized activities in the biopharmaceutical, life sciences and materials sectors, today we can offer solutions capable of responding to global trends in healthcare and digitalization. The radical overhaul of our brand identity is aimed at communicating this new direction to our customers, partners and potential employees. We want to be recognizable and remain visible like Merck in the world, in order to further strengthen our prestigious brand. To that end, we got rid of the outdated aspects to focus on a youthful and captivating image.”
Great attention is paid in the new logo to the initial letter, "M" marked and colored, to indicate that the activities and products belong to the Merck Group, regardless of the names or the regions in which the company operates. In repositioning the brand, Merck was supported by FutureBrand, a specialist branding agency that worked on the 2012 London Olympics and also counts companies such as Bentley and Nespresso among their clients.
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