Wolff Olins' refreshed global identity for GSK marks a new chapter for innovation

Taking on board the organisation's new purpose and ambition, the work by Wolff Olins follows GSK's proposed demerger this year, which will see it become a company fully focused on biopharma innovation. At the same time, its consumer business, Haleon, will start life as an independent entity 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.

To help mark this change, Wolff Olins created a new identity that retains the GSK name and its well-known orange logo – but now also features numerous curved forms inspired by the imagery often found in biosciences. Housed in a redesigned shape known as the 'signal', the dynamic logo always points ahead. While the identity system flexes, adapts and moves to engage audiences across all its platforms. It includes accompanying imagery showcasing the diversity of GSK's people and partners, representing talent from its influential worldwide network.

Working in close collaboration with the team at GSK, Wolff Olins also ensured the branding system would work for everyone in the business. For instance, close attention to accessibility was paid throughout and across every asset and application. All assets have been tested for legibility both on-screen and in print. A custom typeface by Manchester's Face37 using ink traps for legibility was commissioned, too. The identity also contains a series of adaptable 3D forms enabling GSK to shape environments that suit all users.

"Our ambition was to create a brand identity that signalled extraordinary adaptability – of the human immune system, of tech, of GSK's people – so that the brand identity could work everywhere and retain a feeling of constant innovation. But we had to balance this out with a need for warmth," explains Emma Barratt at Wolff Olins.

David Stevens from the agency adds: "From the first moment we spoke to GSK, we understood they wanted to make a real statement – to their people and partners as much as to investors and the media. It was time to bring to life GSK's purpose and strategy and accelerate their culture."

The new brand identity for GSK has been launched today and is being rolled out across the business in the coming months.