“The new identity expresses an idea about people, humanity, challenge and aspiration.” So reads Newell and Sorrell Amsterdam’s beautiful corporate identity guidebook for Pharmacia & Upjohn. However, it seems that the drugs giant was too much of a challenge for its head honcho John Zabriskie, who resigned earlier this year. Bad timing, as on the same day the 5000 guidebooks, complete with welcoming letter and two full-page mug shots of Zabriskie, were due to be posted out. P&U is now considering its options for the glossy 160-page A3-sized tome: “They are high quality,” says a spokeswoman, “and to cut the [offending] pages out would spoil the image.” Newell and Sorrell’s Marksteen Adamson has a better idea. As only 1000 books had been bound, he is able to slip in three new pages at “minimum cost”. Phew!
The new identity is built around the notion of “Welsh spirit” and features an updated dragon design inspired by “chiselled rock and slate”.
PepsiCo’s former design director of global beverages Paul Woodvine is now managing creative director at design consultancy Vault49. Here he shares his best tips on standing out and finding the
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The updated visual identity, including a logo and campaign, looks to “reposition the educational charity verbally and put it back on the map visually”.