As part of its "Fit for 2018" strategic transformation and growth program, Germany’s Merck KGaA has rebranded itself both in design and corporate structure. With the rebranding, the names of the subsidiaries Merck Serono and Merck Millipore will be eliminated. The companies will be known respectively as the biopharmaceutical business of Merck and the life science business of Merck.

“Following the two major acquisitions (keeping) the Merck Serono and Merck Millipore brands helped us to position the duality of existing and acquired businesses in the marketplace, and we succeeded in doing so,” said CEO Karl-Ludwig Kley. “That's why we are returning to the brand that we have been known under for nearly 350 years. Product brands will not be affected by the change,” he said.

Merck KGaA holds the rights to the Merck name and brand globally. Exceptions are the United States and Canada, where the company of necessity will continue to operate under the names EMD Serono in the biopharmaceutical business, as EMD Performance Materials in the high-tech materials business and as EMD Millipore in the life science business. When the acquisition of Sigma-Aldrich is completed, the latter business will operate under the brand of the well-known US firm.

The German company has also given itself new visual image, which it said is “based on the concept of a vibrant science and technology company and inspired by the colorful and multifaceted shapes seen under a microscope.”  In comparison with the former logo, the new design, which can be used in different colors, “makes a bold statement,” said Walter Huber, Head of Group Communications.

To create a strong visual link to the Merck businesses in the US and Canada, the company is introducing a multi-colored "M" in addition to the Merck logo. This, it said, indicates the membership of businesses and products in the Merck Group, independent of corporate names or regions.