GSK has always been a health care business in motion. After first evolving into GlaxoSmithKline 20 years ago, a demerger that began in 2020 meant a move away from consumer healthcare for the company and a renewed focus on biopharma. We partnered with GSK to bring to life the brand’s renewed purpose, strategy, voice and culture. With a new identity, GSK could visualise its commitment to innovation in biopharma and new ambitions for its people, patients, and shareholders. 

Powered by life

Inspired by GSK’s new brand purpose, Get ahead of disease together, we developed an identity that’s adaptable, forward-facing and rooted in striking bioscientific imagery. The dynamic new GSK logo, called the ‘signal’, is designed to always point ahead. The system as a whole features curved forms that evoke the adaptable human immune system. Reflecting the ceaseless movement of biological life, the identity system can flex and move across digital, social, and physical environments, helping to engage audiences everywhere. 

A launch to unite

The new branding launched in June 2022. United by one shared purpose, strategy, culture and identity, the new brand is helping GSK open up opportunities for all as they reimagine their ambition. “This has been a landmark year…My own favourite highlights are too many to list, but definitely include that week in June when we launched our new GSK,” said Emma Walmsley, CEO. “The power of seeing our amazing people around the world celebrating what we’ve achieved and looking to the future together with pride, ambition and humanity, that’s going to stay with me for a long, long time.”