Quintiles launched a new brand identity this morning, focused on what the contract research organization (CRO) is calling “The New Health”—the rapidly changing world of biopharma.

The new identity, which includes a new logo, advertising campaign and tagline, is designed to convey to Quintiles clients that the CRO is prepared to provide the clinical, commercial, consulting and capital services they need to succeed in the changing face of drug development. The tagline is “Navigating the New Health.”

“We define the New Health in a number of ways, both as a journey and as a destination. The term encapsulates the risks and opportunities biopharma faces in today’s changing economic and healthcare settings,” said Quintiles chief operating officer John Ratliff in a statement.

The Quintiles name now serves as the umbrella brand for Quintiles’ global services, including clinical, commercial, consulting and capital.