Wolff Olins overhauls GSK’s identity

Wolff Olins has created the new brand identity for global healthcare company GSK (formerly GlaxoSmithKline), aiming to better express its focus on innovation. The agency was brought on board around 18 months ago having won a competitive global pitch to help GSK develop its new purpose, voice and identity.

According to David Stevens, executive strategy director at Wolff Olins, GSK was “determined to do something bold”. The agency was briefed to create a “visionary brand” that matches GSK’s ambitions and could help inspire its many stakeholders, including new talent that might otherwise be drawn to work at smaller biotech start-ups or big tech giants.

The new GSK logo acts as a sign that “always points the way ahead”, and is housed in a redesigned shape known as the “signal”. The new identity system was designed to flex, adapt and move to help engage audiences who encounter it across all touchpoints, from digital platforms to social to physical environments. “Today, GSK is a different company from the GlaxoSmithKline that launched in 2000, and the global context around it has shifted radically,” Stevens explains. 

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