MOSCOW (MRC) -- Merck, a leading science and technology company, has announced the relaunch of its brand identity. The fundamental revision of the visual appearance as well as the introduction of a new logo reflect the transformation into a global science and technology company, said the producer on its site.
At the same time, the brand architecture at business level has been simplified. Outside the United States and Canada, the company will operate uniformly as Merck.
"Merck has fundamentally changed over the past ten years," emphasized 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 specialized biopharmaceutical, life science and materials businesses, we are in a position today to offer solutions to support global megatrends such as health and digitization. The complete overhaul of our brand identity is to communicate this new direction vis-a-vis our customers, partners and applicants. We want to be recognizable 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 For this we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image."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 is part of the "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. 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.
With the introduction of the new brand design, the previously independent divisional brands Merck Serono and Merck Millipore will be eliminated. In the future, Merck Serono will operate as the biopharmaceutical business of Merck, and Merck Millipore as the life science business of Merck. "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," Kley added. Product brands such as Erbitux or MilliQ will not be affected by this change.
Merck holds the rights to the Merck name and brand globally. The only exceptions are the United States and Canada. The company will therefore continue to operate in these two countries 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.
As MRC informed before, German Merck KGaA said last week that the Board of Partners of E. Merck KG had appointed Stefan Oschmann, 58, as new Chairman of the Executive Board and CEO of Merck KGaA. The appointment will take effect with the end of the Annual General Meeting on April 29, 2016.
Merck KGaA is a German multinational chemical, pharmaceutical and life sciences company headquartered in Darmstadt, with around 40,000 employees in around 70 countries. Merck was founded in 1668 and is the world's oldest operating chemical and pharmaceutical company. Merck operates mainly in Europe, Africa, Asia, Oceania and Latin America. It has major research and development centres in Darmstadt, Boston, Tokyo and Beijing.
MRC