INS creates AstraZeneca brand

Pharmaceuticals giant AstraZeneca Group unveiled its corporate identity this week, to formally recognise its new name. The company was formed by the merger of Astra Pharmaceuticals and Zeneca Group (DW 28 May).

Created by Interbrand Newell and Sorrell, the identity has been designed “to reflect the characteristics of our company and, in particular, our commitment to innovation, quality and excellence”, says AstraZeneca chief executive Tom McKillop.

The corporate colours of AstraZeneca are now purple and gold, while Helvetica is the chosen typeface. It is intended that the logo will eventually achieve sufficient recognition that it can be used alone, without the full company name.

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