Merck has relaunched its brand identity by dropping its two divisional brands Merck Serono and Merck Millipore.
Outside the US and Canada, the company will now operate uniformly as Merck.
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The investment in the Merck brand is part of its ‘Fit for 2018’ strategic transformation and growth programme, which includes the focus on new technology-driven businesses, as well as the modernisation and expansion of global headquarters in Darmstadt, Germany.
Merck executive board chairman and CEO Karl-Ludwig Kley said: "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"For this, we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image."
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By GlobalDataThe company will hold the rights to the Merck name and brand globally, it will continue to 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 in the US and Canada, up until the completion of planned acquisition of Sigma-Aldrich.
Created by FutureBrand, the new corporate design also aims to create a strong visual link to the Merck businesses in the US and Canada.
Kley further noted: "Following the two major acquisitions, the Merck Serono and Merck Millipore brands helped us to position the duality of existing and acquired businesses in the marketplace.
"We succeeded in doing so. That’s why we are returning to the brand that we have been known under for nearly 350 years."
The company is also introducing a multi-coloured ‘M’ in addition to the Merck logo, which will indicate the membership of businesses and products to the Merck Group, independent of company names or regions.
