GSK retains iconic orange logo in brand refresh

GSK retains iconic orange logo in brand refresh

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GSK has refreshed its brand identity that symbolises how, through the unity of science, technology and talent, we can all work together to get ahead of disease. Done in collaboration with brand consultancy Wolff Olins, which helped update the brand to reflect GSK’s new purpose, ambition, strategy, and culture, the new identity retains the GSK name and its well-known orange logo. It also features numerous curved forms 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 shape known as the "signal", the new GSK logo always points the way ahead. The identity system flexes, adapts and moves to engage audiences across all the digital, social and physical environments that the brand will appear in. 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 100% focused on biopharma innovation, while its consumer business, Haleon, will start life as an independent leader in consumer healthcare.

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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. In close collaboration with the team at GSK, Wolff Olins developed a branding system that would work for everyone in the business.

Close attention to accessibility was paid throughout every asset and application. All assets have been tested for legibility both on-screen and in print. A custom typeface by Face37 utilising ink traps for legibility was commissioned. The identity also contains a series of adaptable 3D forms enabling GSK to shape environments that suit all users. The new brand identity is being rolled out across the business in the coming months. It is understood that the rebrand was done in a disciplined and cost-effective manner, along with other aspects of its transformation over the past four to five years. 


Emma Walmsley, CEO, GSK, said the company is moving towards its most significant corporate change in 20 years with the demerger of its 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," she added.

Emma Barratt, global ECD at Wolff Olins, explained that the agency's 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. However, it understood that it had to balance this out with a need for warmth.

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From the moment the agency spoke to GSK, its executive strategy director David Stevens said the team understood that the brand wanted to make a real statement to its people and partners, as well as investors and the media. 

“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 said.

Following the demerger, GSK will focus purely on biopharmaceuticals, prioritising investment towards the development of innovative vaccines and specialty medicines. Over the next five-year period, GSK expects to deliver compound annual growth in sales and adjusted operating profit of more than 5%. and more than 10%, respectively, at constant exchange rates.

Meanwhile, Haleon was created aims to offer 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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