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news.German pharmaceutical firm Merck has relaunched its brand identity dropped its two divisional brands Merck Serono and Merck Millipore.
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The move forms part of the company’s "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.
The company will now operate as the biopharmaceutical business of Merck, and its life science business, respectively, in the future.
Merck executive board chairman and CEO Karl-Ludwig Kley said: "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."
While the company holds 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.
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.