GlaxoSmithKline identity launch

Futurebrand will unveil the new corporate identity for global pharmaceuticals and healthcare giant GlaxoSmithKline next week.

The company, which was formed by last year’s merger of Glaxo Wellcome and SmithKline Beecham, appointed the global consultancy’s London office following credentials presentations, which also included The Partners and Lambie-Nairn.

Neither Glaxo Wellcome nor SmithKline Beecham operated a design roster, says a spokesman for GSK. “But there are agencies that were regularly used, though it is too early to say what will happen. They could be reviewed,” he adds. “However, there are no plans to create a design roster.”

A £300m corporate headquarters is under construction at Brentford, Middlesex, and is expected to be completed by the end of the year.

London architecture and interior design consultancy Swanke Hayden Connell was appointed to the project by SmithKline Beecham for which the building was originally intended before merger talks began.

Appointed architects are New York’s The Hillier Group and RHWL from London.