Companies Embracing Rebranding in Biotech, Life Sciences, and Biopharma

07 September 2023 | Thursday | Analysis

The world of biotechnology, life sciences, and biopharmaceuticals is characterized by rapid innovation and constant evolution.
Image Source : Public Domain

Image Source : Public Domain

Companies in these sectors often find it essential to adapt to changing market dynamics, emerging technologies, and shifting consumer expectations. One effective way they do this is through rebranding. Rebranding allows these companies to refresh their image, convey a new direction, or reflect a change in their core values. In this article, we'll explore how some prominent companies in these industries have successfully rebranded themselves, along with specific examples.

The Power of Rebranding

Rebranding is more than just changing a company's logo or tagline; it's about reshaping the company's identity and how it's perceived in the market. Here are some common reasons why companies in biotech, life sciences, and biopharma opt for rebranding:

  1. Market Expansion: As companies expand their product offerings or enter new markets, rebranding can help ensure their identity resonates with a broader audience.

  2. Technology Advancements: In the fast-paced world of life sciences, companies often undergo technological advancements that necessitate a refreshed image to showcase their cutting-edge capabilities.

  3. Mergers and Acquisitions: When companies merge or acquire others, rebranding helps unify different entities under a single, cohesive brand identity.

  4. Repositioning: Companies may reposition themselves to highlight a new strategic focus, such as a shift toward sustainability, patient-centricity, or innovation.

Successful Rebranding Examples

1. Amgen

Amgen, a global biopharmaceutical company, underwent a notable rebranding effort in 2020. They introduced a new logo and visual identity that featured a vibrant, modern design with a focus on the human aspect of their work. The change reflected Amgen's commitment to putting patients at the center of everything they do, emphasizing their mission to serve those suffering from serious illnesses.

2. Illumina

Illumina, a leader in DNA sequencing and genomics, rebranded in 2019 to signify its transformative role in genomics. The new branding highlighted their dedication to unlocking the power of the genome and enabling advancements in healthcare, agriculture, and other fields. Their refreshed logo incorporated a stylized DNA helix to symbolize their core mission.

3. Thermo Fisher Scientific

Thermo Fisher Scientific, a giant in the life sciences and biotech industry, consistently adapts its branding to align with its growth and diversification. Their rebranding efforts reflect their commitment to enabling customers to make the world healthier, cleaner, and safer. In 2020, they introduced a refreshed logo and a new tagline, "Every day is a big day for science," emphasizing the importance of scientific progress in our daily lives.

4. Gilead Sciences

Gilead Sciences, known for its work in antiviral drugs and biopharmaceuticals, has undergone several rebranding iterations over the years. Their most recent rebrand in 2020 aimed to convey their dedication to innovation and breakthroughs in healthcare. The updated logo and messaging reflected their ongoing pursuit of advancements in science and patient care.

5. Bristol Myers Squibb

Following its acquisition of Celgene, Bristol Myers Squibb embarked on a comprehensive rebranding initiative in 2020. The rebrand aimed to emphasize the company's commitment to transforming patients' lives through science. The updated logo incorporated elements symbolizing progress, innovation, and a patient-centered approach.

6. Cytiva

Cytiva, formerly known as GE Healthcare Life Sciences, underwent a rebranding in 2020 when it became an independent company. The rebrand aimed to highlight Cytiva's dedication to advancing and accelerating therapeutics and medicines. The new identity emphasized their commitment to providing technologies and services that enable the development of groundbreaking therapies.

7. Pall Corporation

Pall Corporation, a leader in filtration, separation, and purification solutions, rebranded in 2020 to align with its parent company, Danaher Corporation. The rebranding emphasized their shared commitment to science and innovation, showcasing Pall's role in enabling critical advancements in biotechnology and life sciences.

8. Revvity (formerly PerkinElmer)

Revvity, formerly known as PerkinElmer, is a global leader in diagnostics, life sciences, and applied services. They have consistently adapted their brand to reflect their evolving capabilities. Their rebranding efforts underscore their dedication to innovating for a healthier world, aligning with their mission to improve human and environmental health through cutting-edge solutions.

9. Sartorius

Sartorius, a leading provider of laboratory and process technologies, has evolved its brand to reflect its mission of enabling progress in biopharmaceuticals and life sciences. Their rebranding efforts emphasize innovation and their role in advancing research and development.

10. Merck

Merck, a global healthcare and life sciences company, has undergone various rebranding initiatives to align with its diverse portfolio. Their branding reflects a commitment to advancing healthcare and scientific innovation for the benefit of patients and society.


Rebranding is a strategic move that allows biotech, life sciences, and biopharma companies to adapt to the ever-changing landscape of science, technology, and healthcare. These examples demonstrate how companies can successfully rebrand to communicate their evolving missions, values, and commitment to advancements in these critical fields. Rebranding not only keeps these companies relevant but also reinforces their role in improving lives and pushing the boundaries of scientific discovery. As the industries continue to evolve, we can expect more exciting rebranding efforts to come.

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