The merger of two listed biotech companies, one from France and one from Austria, called for the development of an entirely new brand identity.
The new name had to have a positive tone and needed to be pronounceable throughout the world. It had to be a name that has never been trademarked anywhere and with the dotcom domain name still available.
Conveying both scientific respectability and international dynamism at the same time, the new design had to be entirely new without obvious connections to one of the previous brand identities. Meeting all anticipated communication requirements, it allows for various future applications.
FIVE-STEP NAMING PROCESS
Our systematic and proven naming process makes sure we take all relevant criteria into account. And we won’t encounter any negative surprises further down the road.
The new brand DNA
Created by merging the first letters of Vivalis and Intercell, the new brand symbol evolved into a symbol that evokes the DNA, which in this context stands for the scientific nature of the business and biotechnology in general.
A symbol serving as key visual
Combined with the specifically designed logotype, the characteristic DNA brand symbol make up the logo of the new company. The versatile usage of the symbol as a key visual emphasizes the brand’s strong and dynamic character.
Typography, colors and imagery
Precisely defined typography and colors as well as characteristic imagery make sure the brand will be communicated consistently across all media and markets.
«When creating a new culture, the brand is central to shaping its identity. REACH grasped the importance of immersing itself in both cultures and developing an identity that embraces the various requirements. The team from the Zurich agency carried out this task with complete professionalism and demonstrated the sensitivity required in an international environment, working creatively, efficiently and productively under immense pressure. We enjoyed implementing this project with REACH.»
Head of Corporate Communications