The fascinating world under the microscope

Merck’s innovations are at the heart of things we take for granted. They are responsible for breakthroughs in fields like fertility treatment, pharmaceuticals, cancer care & display technologies going back hundreds of years.

How could such an amazing company look like every other in their field? How could all those amazing achievements have gone uncelebrated?

All scientific companies look the same. Merck had colourful stories to tell, but their world was clinical. In search of a new expression of Vibrant Science & Technology, we found inspiration in the alien world under the microscope which defies expectation.

If science is so exciting, why does it look so dull?

We created a vivid ecosystem to do justice to Merck’s imagination and enthusiasm for their work, inspired by what we found under the microscope. This alien world of fascinating forms and captivating colours defies expectation. It is where science looks for its answers, and where Merck look deeper than anyone else.

Cell shapes deliver vibrant colours, dynamic strings highlight content and three dimensional ‘Mercrobes’ allow the building of new experiential structures. Distinctive

monospaced typography blends a technical grid with fluid forms.

The changeable ‘Vibrant M’ unites the fragmented Merck family worldwide - embodying vibrant science & technology.

A brave new expression for a company at the cutting edges of scientific discovery. A new voice in the field. The brightest blend of art and science destined to illuminate not just the sector, but all of our lives.

By making the shift from a chemical and pharmaceutical company to one of vibrant science and technology, Merck now have the brand identity that allows them to show the world their true colours:?

“In FutureBrand we found a world-class partner who was willing and able to think strategically and creatively about our brand and business. We challenged them to be bold; and they responded with flair and intelligence.”

Axel Löber, Head of Branding & Communications Strategy, Merck Group Communications

“They’re daring to go somewhere no-one has before”

Process solutions customer, USA

“So forward-looking and brave”

Patient association member, China