More than just a few colorful letters.
The VW and BMW logos are now two-dimensional. Have you noticed? No? Never mind. Every now and then, large companies tweak their brands. But this changes very little in the overall brand appearance. This is not the case with Merck, which before its repositioning was mainly known as the world’s oldest pharmaceutical and chemical company. The name stayed. Serious dark blue colors gave way to bright colors and shapes. For many, this initially came as a shock. The man behind this metamorphosis of the brand image was Axel Löber.
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