No­var­tis un­veils new brand iden­ti­ty af­ter San­doz spin­off

The new No­var­tis — with the gener­ics and biosim­i­lar busi­ness San­doz spun out along with a strate­gi­cal­ly culled drug pipeline — is kick­ing off its next chap­ter with a new brand iden­ti­ty and po­si­tion­ing, de­but­ing to­day. The bio­phar­ma is com­bin­ing its sci­ence her­itage with a soft­er side, bring­ing pa­tients and part­ner­ships to the fore­front in the brand makeover.

A new 30-sec­ond brand an­them video opens with that am­bi­tion, as a voice-over and on­screen pledge promise: “We’re with you.” Im­ages of peo­ple and pa­tients hug­ging, danc­ing, help­ing and hold­ing each oth­er fill the screen as No­var­tis makes a pur­pose­ful move away from sci­en­tif­ic shots to re­al peo­ple.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER