GSK, a global leader in healthcare, unveiled an updated brand identity designed by brand consultancy Wolff Olins, reflecting the company’s Ahead Together ambitions and focus on innovation.
The updated brand identity follows GSK’s new Ahead Together purpose and growth ambitions, as well as the proposed demerger this year, which will see GSK become a company focused on biopharma innovation, while its consumer business, Haleon, will start life as an independent leader in consumer healthcare.
Emma Walmsley, CEO, GSK, said: “GSK is moving towards our most significant corporate change in 20 years with the demerger of our Consumer Healthcare business, Haleon. GSK will now be purely focused on biopharma innovation, with bold ambitions for health impact, shareholder returns and as a company where people thrive. Our branding reflects our purpose: to unite science, technology and talent to get ahead of disease together.”
The new brand identity showcases the diversity of GSK’s people and partners, representing talent from across its influential worldwide network of GSK people, suppliers and innovative partners.
Emma Barratt, Global Executive Creative Director at Wolff Olins, explained: “Our ambition was to create a brand identity that signalled extraordinary adaptability – of the human immune system, of tech, of GSK’s people – so that the brand identity could work everywhere, and retain a feeling of constant innovation. But we had to balance this out with a need for warmth.
David Stevens, Executive Strategy Director at Wolff Olins, added: “From the first moment we spoke to GSK, we understood they wanted to make a real statement – to their people and partners as much as to investors and the media. It was time to bring to life GSK’s purpose and strategy and accelerate their culture.
“What excited me most about all this was the desire to elevate GSK’s brand identity beyond the usual pharma brands and make a category-defining shift – towards something that would appeal to world-class talent at the cutting edge of science and technology,” he added.
Jessica Bigio, Executive Engagement Director at Wolff Olins, said: “In the spirit of getting ‘Ahead Together’, our collaboration with GSK has been about building one truly blended team, working across a huge array of global channels and assets with numerous agency and production partners. GSK has huge ambition and isn’t scared to try something new together, which makes this incredibly refreshing to be a part of.”
