GSK Identity Signals New Purpose

GSK has updated its brand identity to symbolize the unity of science, technology and talent. The identity was redesigned by brand consultancy Wolff Olins, with an eye toward reflecting GSK’s purpose, ambition, strategy, and culture – including a new “Ahead Together” purpose and growth ambition, as well as a proposed de-merger which will see GSK become a company 100% focused on biopharma innovation, while its consumer business, Haleon, will start life as an independent leader in consumer healthcare.

At the heart of GSK’s strategy is its R&D focus on the science of the immune system, human genetics and advanced technologies. Inspired by the striking imagery found in biosciences, the new identity – which retains the GSK name and its orange logo – features numerous curved forms that evoke the highly adaptable nature of the human immune system, acting as a reminder of the constant need to evolve and adapt.

Housed in a redesigned shape known as the ‘signal,’ the new GSK logo always points the way ahead. The identity system flexes and adapts to all the digital, social and physical environments. Close attention to accessibility was paid throughout across every asset and application. All assets have been tested for legibility both on-screen and in print. A custom typeface by Face37 utilizing ink traps for legibility was commissioned. The identity also contains a series of adaptable 3D forms enabling GSK to shape environments that suit all users.