The Korean branch of the world’s leading chemical firm Merck has renewed its brand in a bid to shift its focus toward future-oriented businesses.

Introducing its redesigned logo, which comes in a series of different colors, Michael Grund, the managing director of Merck’s Korean office, said the rebranding was not just about the change of the corporate logo, but is about changing directions for the company.
 

“We have fundamentally revised our visions by simplifying the brand architecture,” said the Merck Korea chief in a press meeting in Seoul on Tuesday.

“Merck’s new logo is simple and vibrant as it goes well with other colors, symbolizing infinite imagination to enrich life through science and technology,” he added.

The rebranding scheme is part of the 350-year old German company’s “Fit for 2018,” transformation program, aimed at focusing on key business areas, such as life science, health care and performance materials.

The new brand logo, which comes in a range of different colors including blue, green and purple, is also aimed at reducing confusion stemming from the different names used for Merck’s business divisions -- biopharmaceutical division Merck Serono and life science business Merck Millipore.
 

The new logo inspired by science and nature represents Merck’s commitment to leading the health care, biopharmaceuticals and performance materials sectors, according to the company.

While putting an emphasis on the importance of collaboration with partners, he praised Korean display makers Samsung Display and LG Display, which he said try to improve the existing technologies and take risks with disruptive technologies, respectively, to lead the markets.

The Korean companies have competitive edge both in the existing and growing markets as they are willing to take the next step ahead of others, according to Michael Grund.

Merck Korea also unveiled its corporate calendar during the press meeting. Joining hands with Korean artists, the company has published a calendar featuring art pieces every year since 2009.

This year’s calendar fitted with visual graphics aimed at helping people reminisce about the past was designed by artist Kwon Doo-hyeon.

By Kim Young-won (wone0102@heraldcorp.com)