Bristol Myers Squibb Rebrands

When American pharmaceutical giant Bristol Myers Squibb acquired biopharm company Celgene, it changed the nature of BMS so much that a rebrand was deemed necessary. Working with Siegel+Gale, the new identity it developed is focused on “patients, passion, and precision.” A stylized hand, a new font, and a vibrant purple were chosen to create a more human, energetic presence and set it apart from pharma competitors and the field in general, which is predominated by blue. The design is also very different from both company’s previous identities.

From the BMS website: “We drew inspiration for our brand and brand attributes from our patients and our people. Our symbol, the hand, is a simple universal expression of healing, of giving and receiving care. It is a representation of humanity, of the personal touch we bring to our work and every treatment we pioneer.”

An extended interview with the company’s brand managers can be found on the Siegel+Gale website at


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