Germany’s Merck KGaA has relaunched its brand identity, with subsidiaries Merck Serono and Merck Millipore being eliminated and absorbed into the new, colourful brand.
Merck Serono will now operate as the biopharmaceutical business of Merck, with Millipore as its life science unit. Group chief executive Karl-Ludwig Kley said the firm has fundamentally changed over the past ten years from “a classic supplier of pharmaceuticals and chemicals into a global technology company”.
He added that “the complete overhaul of our brand identity is to communicate this new direction vis-à-vis our customers, partners and applicants. We want to be recognisable and remain visible as Merck worldwide so as to strengthen our well-known brand name. For this we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image”.
The new naming will affect all regions except North America, where US giant Merck & Co owns the rights to the name. The firms share similar roots but have been under separate ownership since World War One.