Sally Jackson, GSK senior VP of global communications and CEO office

New GSK de­buts with re­newed pur­pose, strat­e­gy and brand iden­ti­ty as it says good­bye to con­sumer busi­ness

The new GSK has a new look. In a blend of fa­mil­iar and mod­ern, its vi­brant or­ange brand col­or re­mains, while the now three let­ter-on­ly name has been reimag­ined in a curvy con­tem­po­rary lo­go up­date.

While the lo­go is the most vis­i­ble change, the new GSK brand de­but­ing Thurs­day is more than just a makeover. It’s a whole­sale change for the 300-year-old com­pa­ny that, for the first time in its his­to­ry, is no longer in the con­sumer health­care busi­ness. The bio­phar­ma-on­ly GSK has adopt­ed a new pur­pose “to unite sci­ence, tech­nol­o­gy and tal­ent to get ahead of dis­ease to­geth­er” as well as a new strat­e­gy, am­bi­tions and re­vamped brand iden­ti­ty.

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