British pharmaceutical giant GSK has a new brand identity, created by Wolff Olins. Faced with the demerger of its consumer healthcare division—which will now be called Haleon—GSK want the new identity to focus on biopharma and show how uniting science, technology and people/talent can help everyone get ahead of disease.
Built into the new monogram are forms inspired by science. The “twists” found in the G and S reference the familiar DNA helix. The precision point built into the K symbolized a data point and also points the way forward.
More details from the Wolff Olins website: “Housed in a redesigned shape, the ‘signal,’ the dynamic new GSK logo always points the way ahead. And the identity system flexes, adapts, and moves to engage audiences across the many digital, social, and physical environments that brands must embrace to thrive in modern times.... The new branding showcases the amazing diversity of GSK’s people and partners. It represents talent from across its influential worldwide network, including tens of thousands of GSK people, suppliers, and innovative partners.”