Together Design creates negative space “+” identity for Hovione

Together Design has created a new identity for pharmaceutical company Hovione, which features two capsule tablets that use negative space to form a “+”.

Hovione is a global pharmaceutical company, established in 1959, with offices around the world, which develops and manufactures drugs.

Together says the rebrand was prompted by Hovione’s upcoming 55th anniversary, an opportunity to redefine “where they are now” and reflect a broader offer of services.


Together creative director Katja Thielen says: “We created an identity that is easily recognisable, embedded with the Hovione heritage but also fresh and future-facing.”

A new sans-serif font has been used, the red colour from the old logo kept to retain brand equity and a mix of upper and lower-case letters used to appear “approachable and more legible”, according to Together.


The new strapline “In it for life” shows that Hovione is committed to its staff and clients and “singularly focused” on playing a role “in bringing medicines to market that improve the lives of humankind”, says Together. 


The consultancy, which won a three-way pitch at the beginning of the year, has designed the identity, brand architecture and the overarching look and feel for Hovione on and offline.

Hide Comments (1)Show Comments (1)
  • C G November 30, -0001 at 12:00 am

    The negative space forms a “+” not an “H” ?!?

  • Post a comment

Latest articles

SXSW 2018 – the year that tech became responsible

Else creative director and partner Dave Dunlop traveled to Austin Texas to find out how designers are increasingly embracing socially responsible tech solutions, which have “inclusion and empowerment” at their