Hikma folded its scattered pharma brands into one global master brand

A 40-year-old pharma company wanted to communicate itself as a unified global enterprise brand after growing in ways the old brand could not support.

Prophet associate partner Gabriela Henault's team answered the complexity by consolidating all corporate brands under one global master brand to build internal unity, consistency and impact. A new visual system and colour palette were created, along with 'a more accessible, modern typeface' and a logo that executive creative director Clive Rohald says shows determination and confidence; all sub-brands now share one look and feel.

No measured results are given; Hikma now appears as one connected organisation, with global head of corporate affairs Brooke Clarke framing the message as a company that plays a role in improving people's health every day all over the world.

Prophet helped Hikma reposition following a period of growth that the old brand could not support. The 40-year-old company wanted the consultancy to communicate that it was now a unified global enterprise brand, with a brand story built around the idea that Hikma has 'improved the lives of millions of people around the world'.

'The business scale was far greater than the scale of the brand, and there was a lot of complexity with multiple corporate brands around the world,' said Prophet associate partner Gabriela Henault. 'The answer was to consolidate all corporate brands under one, global master brand in order to build internal unity, consistency and drive impact.'

The new identity needed to recognise the company's history as well as its current and future direction: a new visual system and colour palette, a more accessible modern typeface, and a logo that Prophet executive creative director Clive Rohald says shows 'determination and confidence'. All sub-brands were unified under one look and feel so Hikma appears as one connected organisation.

Multiple corporate brands duplicated cost and diluted recognition across markets.

One master brand turns a collection of acquisitions into a single story investors and customers can read.

An accessible typeface signals the shift from a technical manufacturer to a global health partner.

The 'improving millions of lives' story gives employees of the merged brands a shared purpose.

When a company's footprint outgrows its brand, the fix is arithmetic before aesthetics: fewer brands, then one system to hold them.

Design Week reported the overhaul on 23 March 2018. The article gives no research, awareness or commercial results for the rebrand.