Sanofi’s simplified brand opens a fresh chapter as new strategy, pandemic help turn the page

A working day before saying its 2021 earnings Friday, Sanofi dropped some unanticipated information: It was swapping  corporate logos and culling the Genzyme and Pasteur names as component of a unification push.

The company rebranding challenge started all the way again in the late summer time of 2020, right in the puppy times of the initial pandemic wave, Christopher Williams, Sanofi’s Head of Corporate Communications and Brand name, explained in an interview.​

“We at first targeted on getting a dialogue with [Sanofi’s] management about a new intent that unites the complete company,” Williams said. “We have a historical past that is somewhat elaborate, provided that we’ve experienced loads of mergers and acquisitions, and, as a end result, we nonetheless had this branding architecture that included names like Genzyme and Pasteur.”

“Somewhat complex” is an understatement: The organization merged with fellow France-dependent biopharma and former L’Oréal business Synthélabo back in 1999 to create Sanofi-Synthélabo. 5 a long time later, after its $65 billion Aventis buyout, the identify improved to Sanofi-Aventis.

Sanofi inevitably dropped the Aventis moniker back in 2011, the same calendar year it acquired U.S. scarce illness biotech Genzyme. With that offer, Sanofi named that device Sanofi Genzyme and held the legacy title Sanofi Pasteur—which experienced been in use for some 100 years—for its vaccine unit.

Associated: Sanofi, even with COVID-19, sees early gains from CEO Hudson’s technique revamp

4 different brands connected with just one firm about the earlier two many years. It is really uncomplicated to see why Williams would say, “Our id was a bit fragmented.”

Additionally, in 2019, Sanofi bought a new CEO, Paul Hudson, and revamped its method. 

“We felt with the new small business method, ‘Engage in to Win,’ and the new management, we truly have been on a path to staying a different business,” Williams said.

The first conversation in 2020 about owning a a lot more unified vision for the business “really evolved” to align the new technique and management to a new, unified Sanofi model. Culling the “big names” of Genzyme and Pasteur was a “big step” and “not a decision we took frivolously,” Williams explained.

The organization did its homework: Sanofi appeared throughout the pharma industry at other drugmakers’ branding initiatives, which includes sub-branding. It also talked to people today inside of and outdoors the company about their perceptions of Sanofi manufacturers, Williams explained.

“Going forward with one popular model was simply just envisioned of us, it turns out. Having brands within brand names was just complicated,” he reported.

Axing the Genzyme and Pasteur names was in no way connected to—or a harbinger of—any operational modifications in these models. No staff members cuts are on the horizon as a outcome of the rebranding, Williams mentioned.

This does not suggest Sanofi is abandoning its legacy or turning absent from its French roots. “We’re French, we’re European, we’re international,” Williams said, and all of that heritage is even now a central issue for the firm inside the rebranding.

Pandemic shifts focus to pharma

The simple fact that the rebranding exertion occurred during the pandemic also influenced the thinking powering the variations. During COVID situations, the likes of Pfizer and Moderna have come to be domestic names significantly forward of the products and solutions they make.

“The corporate brand name is now additional essential in the pharma entire world than the individual brand names [i.e., its products],” Williams explained. “You really do not know the identify of the COVID vaccine you bought, but you are going to know which corporation built it.”

“We needed to have a brand name that was more iconic, extra recognizable,” he went on to say, “and could greater tell the story of what we’re performing.”

Enable go of aged logos

A important part of that is the emblem. The new Sanofi is now lowercase, and Williams mentioned this intentionally follows the softer strategy important technology companies use, somewhat than the all-caps SANOFI employed ahead of. The new logo dispenses with the old one’s circle of coloured birds earlier mentioned the name, to make a additional “simplified” style and design.

Connected: Sanofi launches new corporate manufacturer and symbol, and that goes for Genzyme and Sanofi Pasteur, far too

The tail stop of the S in Sanofi is slightly minimize off and has a purple dot just at the edge. It is what Sanofi phone calls the “emerging ‘s’” and it comes with the “echo of a problem mark,” Williams reported. That is supposed to connote the scientific journey “that, you hope, provides a ‘eureka!’ moment”—so it can be not just hinting at a query mark, but an exclamation mark, way too.

The S is also intentionally incomplete. “This is about not just scientific discovery, but our very own modernization we’re a operate in development, and so is science. Which is what we want to communicate with that emerging S.”

The emblem operate was performed by way of Paris-dependent company FutureBrand. Williams would not offer you how considerably was invested on the task, expressing “it’s tricky to response that” simply because of the hybrid nature of making use of an agency alongside with its very own interior several hours functioning on the venture.

“We have finished this in a way that hasn’t demanded any trade-offs, so it has not taken income absent from our financial investment in people or science,” he said.

You may also like