TRADITION AND CHANGE, WHOLEHEARTEDLY
Brand Situation
The take-over of Europharm by GlaxoSmithKline (GSK), the leader of pharma market in Romania, has marked a turning point for the Romanian company and the premise for a new internal and external brand identity. The newly formed Europharm Group comprises three business units, namely manufacturing, distribution and pharmacy, acting under the same corporate brand. Brandient was assigned to build a corporate identity to act as a matrix for a strong brand and at the same time to fulfill the specific communication needs of the three units.
Brandient’s Approach & Solutions
After a thorough brand audit, from both internal and external perspectives, Brandient developed a new brand platform to address two main challenges: the need of the three business units to relate to the same vision and set of values and the need to express externally the change, the new stage of development and a new promise.
The new brand identity captures the two worlds Europharm is connected to: tradition and future. The name, the colour and the symbolic element (the serpent) associated with Europharm were kept, speaking about tradition of a company in the service of health. At the same time, the subtle hint to GSK form and colour sends to the know-how and innovation of the world leader. All these were designed in a memorable logo, whose outline implies a symbolic heart.
The new Europharm brand promise: Din toata inima (Wholeheartedly), speaks about the values and vision of a company dedicated to people’s well being. The internal branding is build upon emblematic illustrations and is enhanced by the chromatic universe and the specific rhetoric.
The challenge of integrating the consistency and clarity of the corporate brand with the internal need to differentiate three separate business units has been resolved in a memorable, inspiring and beautiful way.
The rebranding process for Europharm got a Merit award at the ReBrand100 competition in 2005, being considered one of the top 100 rebranding jobs in the world. For more details click here
