Branding System

Merck is one of the oldest pharmaceutical and chemical companies in the world, with operations spread across 200 companies in 55 countries. Decades of growth and expansion had resulted in a fragmented brand identity. To unify the public presentation of Merck and its divisions, there was a need for a clear, consistent brand architecture. A new system was created, allowing for interaction between an abstract symbol and a custom-designed corporate wordmark. Designed at Chermayeff & Geismar Inc.