Merck rebrands as ‘science and technology’ company
pharmafile | October 14, 2015 | News story | Medical Communications, Research and Development, Sales and Marketing | Merck, Merck Millipore, Merck Serono, rebrand, restructure
Merck Group has rebranded to “reflect its transformation into a science and technology company”, and restructured its business to create a simpler structure with a new logo.
The independent divisional brands Merck Serono and Merck Millipore will now operate as the biopharmaceutical business of Merck, and the life science business of Merck, respectively.
Outside the United States and Canada, the company will operate uniformly as Merck. However in these two countries Merck will operate 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 a statement the company says the reorganisation is part of the company’s ‘Fit for 2018’ strategic transformation and growth program. This includes the focus on expanding on innovation and modernising and growing its 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”, it adds.
The company has also launched a new logo which, according to Walter Huber, head of group communications, was designed after “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.”
Karl-Ludwig Kley, chairman of the executive board and chief executive of Merck, says of the rebrand: “Merck has fundamentally changed over the past ten years. 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.”
Lilian Anekwe
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