GSK retains iconic orange logo in brand refresh

GSK has refreshed its brand identity which symbolizes how, through the unity of science, technology and talent, we can all work together to outrun disease. Produced in collaboration with brand consultancy Wolff Olins, who helped update the brand to reflect GSK’s new purpose, ambition, strategy and culture, the new identity retains the GSK name and logo well-known orange. It also features many curved shapes that evoke the highly adaptable nature of the human immune system, acting as a reminder of the constant need to evolve and adapt.

Housed in a redesigned form known as the “signal”, the new GSK logo still points the way forward. The identity system flexes, adapts and moves to engage audiences in all digital, social and physical environments in which the brand will appear. year, which will see GSK become a 100% biopharmaceutical innovation company, while its consumer business, Haleon, will begin life as an independent consumer healthcare leader.

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The new brand identity showcases the diversity of GSK’s employees and partners, representing the talents of its influential global network of innovative GSK employees, suppliers and partners. Working closely with the GSK team, Wolff Olins developed a branding system that would work for everyone in the business.

Special attention to accessibility has been given to each element and application. All assets have been tested for readability on screen and in print. A custom typeface by Face37 using ink traps for readability was commissioned. The identity also contains a series of adaptable 3D forms allowing GSK to shape environments that suit all users. The new brand identity will be rolled out across the company over the coming months. INTERACTIVE-MARKETING requested additional information.

Emma Walmsley, CEO of GSK, said the company is heading for its most significant corporate change in 20 years with the spin-off of its consumer healthcare business, Haleon. “GSK will now focus solely on biopharmaceutical innovation, with bold ambitions for health impact, shareholder return and as a company where people thrive. Our branding reflects our purpose: to unite science, technology and talent to outrun disease together,” she said. added.

Emma Barratt, global ECD at Wolff Olins, explained that the agency’s ambition was to create a brand identity that signals extraordinary adaptability – of the human immune system, of technology, of GSK employees – so that the brand identity can work anywhere and retain a sense of constant innovation. However, he realized he had to balance this with a need for warmth.

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From the moment the agency spoke with GSK, its chief strategy officer, David Stevens, said the team understood the brand wanted to make a real statement to its employees and partners, as well as to investors and the media.

“What excited me most about all of this was the desire to elevate GSK’s brand identity beyond the usual pharma brands and make a category shift – to something that would attract talent. world class at the forefront of science and technology,” he said. said.

Following the split, GSK will focus solely on biopharmaceuticals, prioritizing investments in the development of innovative vaccines and specialty drugs. Over the next five years, GSK expects to achieve compound annual sales growth and adjusted operating profit of more than 5%. and more than 10%, respectively, at constant exchange rates.

Meanwhile, Haleon was created with the goal of offering an exceptional and focused portfolio of category-leading brands with an attractive footprint and competitive capabilities. Its marketing is currently led by Global CMO Tamara Rogers.

Photo courtesy: 123RF

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