Staff Reporters
Jun 10, 2022

GSK updates brand identity following renewed purpose

REBRANDING EXCERCISES: Having spun off its consumer business, the healthcare giant is looking to refocus itself as a biopharma innovator.

L-R: GSK's new branding vs its old branding
L-R: GSK's new branding vs its old branding

Global healthcare giant GSK has updated its brand identity to symbolise a "unity of science, technology and talent to battle and conquer disease". The new identity was designed by brand consultancy Wolff Olins and is being rolled out in the coming months.

The updated identity follows GSK’s new Ahead Together purpose and growth ambitions, as well as its proposed demerger this year, which will see GSK become a company focused on biopharma innovation. Its consumer business has been renamed as Haleon. 
 


Inspired by the striking imagery found in biosciences, the new identity retains the GSK name and orange logo, and features curved forms that Wolff Olins says evokes the "adaptable nature of the human immune system". 

“GSK is moving towards our most significant corporate change in 20 years," Emma Walmsley, CEO of GSK, said. 

The brand and agency also prioritised accessibility when developing assets, which were tested for legibility both on-screen and in print. For instance, a custom typeface by Face37 was designed by utilising ink traps—where the corners or details are removed from the letterforms.

“Our ambition was to create a brand identity that signalled extraordinary adaptability," Emma Barratt, global executive creative director at Wolff Olins, explained. "But we had to balance this out with a need for warmth."

This post is filed under...
Rebranding exercises

 

Source:
Campaign Asia

Related Articles

Just Published

9 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

9 hours ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

10 hours ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

10 hours ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.