• by Fern Siegel , June 13, 2022

Healthcare company GSK has introduced a new brand identity meant to suggest the merging of science, technology and talent.

The logo was redesigned by Omnicom's brand consultancy Wolff Olins.

The rebrand follows GSK’s new "Ahead Together" tagline, a strategy that aligns with its purpose — getting ahead of disease — and reflecting its demerger this year. GSK becomes a company 100% focused on biopharma innovation, while its consumer business, Haleon, focuses on consumer healthcare.

GSK’s R&D centers on the science of the immune system, human genetics and advanced technologies.

Inspired by the imagery found in biosciences, the new identity retains the GSK name and orange logo, but the curved forms suggested the adaptive nature of the immune system. The larger visual message is that it is important to evolve and adapt.

The redesigned shape is meant to engage audiences across digital, social and physical environments.

Emma Walmsley, CEO, GSK, said: “GSK is moving towards our most significant corporate change in 20 years ... Our branding reflects our purpose.”

GSK’s just launched redesign is being rolled out across the business in the coming months.

David Stevens, executive strategy director at Wolff Olins, added what excited the agency was a desire to “elevate GSK’s brand identity beyond the usual pharma brands and make a category-defining shift — toward something that would appeal to world-class talent at the cutting edge of science and technology.”

Wolff Olins also created a rebrand for The Economist Group in February.