GlaxoSmithKline

Unifying two proud companies.

When two pharmaceutical giants merged to form GlaxoSmithKline, the challenge was to create a new vision, a new brand, a new corporate identity. GlaxoSmithKline turned to FutureBrand to help with the transition.

FutureBrand developed a positioning platform around the vision of “improving the quality of human life by enabling people to be able to do more, feel better and live longer.”

The design solution was a simple, unique symbol with the company letters inside the warm, healthy glow of an orange palette. To implement the new identity, FutureBrand developed a proprietary brand management tool to manage all the brand assets in one, centralized and coordinated global resource.

FutureBrand’s insightful corporate identity work, combined with seamless global implementation, helped GSK build awareness, gain consumer loyalty, inspire employees and lead organizational change—all in record time.