Merck overhauls brand identity to communicate new direction

Darmstadt-based Merck (formerly Merck KGaA) said the fundamental revision of the visual appearance as well as the introduction of a new logo reflected its transformation into a global science and technology company. At the same time, the brand architecture at business level had been simplified. Outside the US and Canada, the company would 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 For this we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image.''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 comes as part of the company's ''Fit for 2018'' strategic transformation and growth programme, which included the focus on innovative, technology-driven businesses as also the modernisation and expansion of global headquarters in Darmstadt, Germany.

Meanwhile, its Geneva-based subsidiary Merck Serono and US-based subsidiary Merck Millipore of the US-based will be eliminated and absorbed into the main corporate brand.

While Serono will operate simply as the biopharma business of Merck, Millipore would operate as its life science business. Merck acquired Serono in 2006 while Millipore was acquired in 2010.

The rebranding also includes a colourful new logo and a complete overhaul of the German firm's visual appearance, on the basis of the concept of shapes seen under a microscope.

Walter Huber, head of group communications, explains, "A comprehensive external and internal analysis showed that we must emotionalise our brand appearance to a much greater extent in order to be perceived as a vibrant technology company in the market and by applicants.''

Kley added, ''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."