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.
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