When Merck unveiled its new identity in 2015, at a leadership summit in Berlin, more than 300 of the company’s senior managers rose to their feet in a standing ovation.
Created with FutureBrand, it was an unusually radical departure for a company of Merck’s scale and heritage, signalling its ambition to be seen not as a conservative pharmaceuticals giant, but as a modern science and technology innovator.
Ten years on, the identity has not only endured, it still feels contemporary alongside the new wave of health and biotech brands.
A singular vision
By the early 2010s, Merck faced an identity crisis. Despite pioneering breakthroughs across healthcare, life science and performance materials, its image was lost in what FutureBrand describes as a “sea of sameness.”
The company had grown globally through acquisitions, creating a patchwork of sub-brands and competing cultures, with even employees struggling to articulate what Merck stood for.
The before and after of the Merck visual identity
Clare-Louise Smith, managing director of FutureBrand New York, recalls: “There were two clear challenges. Firstly, Merck had a strong need to stand out among a sea of sameness.
“And secondly, the company had a history of doing remarkable things… but no-one really knew about those discoveries or attributed them to Merck.”
Merck’s then-CEO, Karl-Ludwig Kley, believed a radical brand could crystallise the company’s transformation into a global science and tech player. Drawing on his experience at Lufthansa, he pushed for a change that would make Merck’s shift visible, tangible and unmissable.
Designing the leap
FutureBrand’s London team were briefed to create something that would “most likely polarise opinion.” They began with an unusual approach, taking a week of ideation with no computers. During that time, they found inspiration in the microscopic world.
“If science is so incredible and vibrant and Merck does such exciting and groundbreaking work, why does it look so dull?” one strategist asked. Looking at shapes, colours and textures under the microscope gave rise to an identity built on vibrancy and movement, which was a sharp break from the clinical blues and greys of industry peers.
FutureBrand’s new visual identity for Merck
Simon Hill, now president of FutureBrand North America, says: “We knew that we had to create something different – a total departure from what existed – because, in order to stand out and win, they needed something radical.
“The Merck team were phenomenal: they gave us the freedom to be bold and deliver a breakthrough look and feel that reflected their past, present and future.”
The new system, centred on “Vibrant Science and Technology,” combined an expressive visual language with the structure to unify Merck’s fragmented brand architecture.
The big reveal
Even the launch strategy was developed to match the new daring nature of the brand. Rather than opening debate across divisions, the rebrand was kept under wraps until a single reveal to the top 300 leaders.
“The reaction was incredibly strong, and many still say it was one of the most impactful events of their careers,” recalls Katrin Menne, head of brand and content marketing at Merck.
Externally though, reactions were polarised. In Germany in particular there was some early scepticism, with people balking at its unconventionality.
Competitors also mocked the look at first (though some have arguably imitated aspects of it in the years following) and Business Insider even listed Merck’s new logo among the most controversial redesigns of 2015, calling it “bizarre and off-brand”.
Built to last
Ten years on, what makes the Merck brand notable is not only its radical launch but its longevity. The identity remains intact, and stakeholders credit that endurance to both vision and flexibility.
“The brand was so visionary. If you make a bold leap forward, it lasts. Gradual changes often don’t,” says Menne. The design system was created with elasticity and the ability to dial up vibrancy for technology and dial it down for sensitive areas such as cancer care, without losing coherence.
FutureBrand’s new visual identity for Merck
That adaptability has supported Merck’s business strategy over the decade. The brand helped formalise its positioning as a science and tech company, underpinned M&A activities, and flexed to support business unit shifts, such as the renaming of Performance Materials to Electronics.
Menne even suggests the brand “feels like it was made for AI” despite predating the current wave of technology.
Evidence of impact
For any rebrand, proof of value lies in outcomes. In Merck’s case, both internal and external measures point to lasting impact.
In a 2019 study carried out by Merck, 80% of new hires said the brand had a strong or very strong influence on their decision to apply. Recruiters reported that candidates brought up the brand unprompted, which had never happened before.
Research conducted in 2016, and again in 2022, showed significant improvements in reputation among professionals in healthcare, life science and performance materials. Similarly, advocacy, favourability and familiarity all increased, while trust rose by 17%, according to Merck.
Financial performance has also been robust. Merck’s net sales have nearly doubled since the rebrand, reaching €21.3 billion in the 12 months ending March 2025, compared with just over €11 billion in the year before the launch.
FutureBrand’s new visual identity for Merck
Externally, Merck’s reputation has been reinforced by third-party rankings. The company is consistently listed among the world’s most valuable pharma brands by Brand Finance, and it ranked seventh globally in the 2024 Access to Medicine Index, performing above average in all technical areas.
Lessons in (brand) chemistry
The Merck case demonstrates three lessons for corporate branding. First, that bravery pays off – its seemingly polarising design galvanised the organisation and set it apart in saturated markets.
Secondly, adaptability matters, and systems built with flexibility can span diverse sectors, geographies and timeframes.
And thirdly, brand is culture. The most successful rebrands give people a shared language, not just a new logo.
Simon Hill says the project taught FutureBrand a lesson in conviction. “Now whenever I’m standing in front of a board with a strategy and visual identity I firmly believe in, I’m much more comfortable with saying ‘This might not be what you had in mind, but it’s what you need’.”
A vibrant legacy
A decade after its launch, Merck’s identity remains distinctive, modern and culturally resonant, which is still a rarity in corporate branding. According to Merck, employees remain proud and leaders continue to see it as transformative. There’s also no doubt the numbers support its impact.
Too often brands will err on the side of caution, yet Merck’s willingness to embrace a radical departure has become its greatest strength. Menne is confident when she says that if she were rebranding today, she would “absolutely do it the same way again.”
For FutureBrand, and for the wider design community, the Merck case shows that risky rebrands done right just might redefine the benchmark for an entire sector. Whatever Business Insider might say…
FutureBrand’s new visual identity for Merck
FutureBrand’s new visual identity for Merck
FutureBrand’s new visual identity for Merck