Insight
Bayer, the Brand Renewal Journey of a Century-old Pharmaceutical Company
In the aftermath of the epidemic, the medical industry has become the center of attention. Looking at the major solutions to the epidemic, a number of medical brands have come up with different remedies. Among them, Chloroquine, an old drug with a new use, has been continuously updated by Bayer Pharmaceuticals, its international manufacturer, and its brand logo over the past 150 years has also witnessed the adjustment and transformation of business strategies in the market as a whole.
Expansion of product range in response to current trends
The century-old company that invented the painkiller Aspirin started in 1881 with the original logo of the Bavarian state emblem of a lion holding a caduceus, a symbol of medicine, and in 2018, with a focus on digital medicine, Bayer has expanded its brand promise from medical treatment to mastering the two essentials for the survival of all mankind: health and food. Bayer shouts ”Science for a better life” and cuts its commercial business into four segments: pharmaceuticals/consumer healthcare/crop science/animal healthcare, and leads the industry in medical and agricultural sciences with innovation as the main driver.
(Image source: bayer.com)
In 2017, Bayer's logo was further evolved with a popular flat design that removes gradient colors and detailed serifs, making the brand design more readable on digital platforms as well. Flexible auxiliary graphics can be utilized in all types of layouts; the choice of brand images with emotional components fully conveys the brand's personality and philosophy.
(Image source: bayer.com)
Managing hundreds of sub-brands within the Bayer Group is also a challenge. In 2018, the Group acquired Monsanto for US$66 billion, thus grasping a quarter of the world's seed market; however, from its decision to abandon the Monsanto brand name and merge its products into Bayer's farming brand as a means of communication, we can understand the control and vigilance of brand reputation in the expansion of business strategy; we can also see that Bayer has gone from the vision of ”Health for all, hunger for none” to the implementation of its business strategy. We can also see the implementation of Bayer's business strategy from the brand vision of "Health for all, hunger for none".
(Image source: bayer.com)
In terms of brand communication, Bayer is close to market communication, and also through the logo replacement on the official website and the launch of online media to voice support for global LGBT activities, the diversity and inclusiveness emphasized by Bayer successfully establishes the brand's corporate social responsibility, and also reflects Bayer's efforts and achievements in employer branding.
(Image source: bayer.com)