How do you implement a vibrant new brand across more than 100 facilities worldwide?

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  • The client's challenge

    In October 2015, leading international science and technology group, Merck, boldly announced to the world that they were to challenge the perception that science is dull and clinical by launching their striking new identity.

    Following a period of acquisitions, the brand’s visual identity had lost its consistency and distinctiveness. The aim of the new, vibrant brand was that anyone, anywhere in the world standing in front of a Merck site would not only recognise the brand but see a place where pioneering science comes alive.

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  • Our solution

    Working directly with Merck’s senior management team, VIM Group supported the business case for change and assessed the impact of the rebrand, providing scenario options for its roll out. Collaborating with all parties, VIM took the new but as yet unrevealed brand identity – inspired by the shapes and forms found under the microscope – and translated the concept into a working signage family.

    VIM managed the development and extensive testing of the prototypes before industrial production. Meanwhile, VIM guided Merck through a six-month period preparing for the launch of its new creative identity, known as the ‘Vibrant M’.

In 2015, we communicated the most comprehensive reorientation of the Merck brand in its almost 350-year history. VIM Group proved to be a reliable and well-organized partner during the preparation, launch and implementation phases of this complex global project.

Axel Löber, Head of Corporate Branding & Strategic Communication Projects
  • The results

    With the support of VIM’s consultation and project management, Merck has rolled out a transformative and consistent visual identity across all brand touch points and channels.

    The visual impact of the new signage is award-winning and embodies the colourful personality of Merck, distinguishing it from the more subdued colour palettes of the science industry.

    Once roll out is complete, over 1,200 individual signage elements will have been deployed at over 100 facilities in 40+ countries.