Darmstadt, Germany-based Merck has re-launched its visual identity. The fundamental revision of the visual appearance—as well as the introduction of new logos for its U.S. businesses EMD Serono, EMD Millipore and EMD Performance Materials—reflects a transformation into a global science and technology company.

“Our company has fundamentally changed over the past 10 years," said Karl-Ludwig Kley, chairman of the executive board and CEO of Merck. “We have developed from a classic supplier of pharmaceuticals and chemicals into a global technology company. With our unique combination of highly specialized biopharmaceutical, life science and materials businesses, we are in a position today to offer solutions to support global megatrends such as health and digitization. The complete overhaul of our visual identity is to communicate this new direction vis-à-vis our customers, partners and applicants. We want to be recognizable and remain visible worldwide. For this, we have deliberately rid ourselves of outdated features and will be focusing on a young and eye-catching image.”

The investment in the companies’ visual identity is part of the “Fit for 2018” strategic transformation and growth program, which includes the focus on innovative, technology-driven businesses as well as the modernization and expansion of global headquarters in Darmstadt, Germany.

Merck holds the rights to its name and trademark outside the U.S. and Canada. In the U.S. and Canada, the company will continue to operate as EMD Serono in the biopharmaceutical business, as EMD Performance Materials in the high-tech materials business, and EMD Millipore in the life science business until the planned acquisition of Sigma-Aldrich has been completed.