Treatment for US health brand

US medical and healthcare giant Becton Dickinson has unveiled a new corporate identity in a bid to become “as universally recognised as the Red Cross”.

New York branding specialist Lippincott & Margulies created the identity and brand strategy.

BD chairman and chief executive officer Clateo Castellini says, “Our name is our greatest asset, but it has been underused.” He believes the transformation will “unlock the full value of our global capabilities”.

Lippincott & Margulies senior partner Kimberley J Rendleman adds: “A powerful BD identity will have an impact on the company’s ability to raise capital, attract and retain the most talented people, develop business with new customers, and instil in its employees the knowledge that the company is well known and well regarded.”