Noted: New Logo and Identity for Bristol Myers Squibb by Siegel+Gale

“Don’t Bite the Hand that Heals You”

New Logo and Identity for Bristol Myers Squibb by Siegel+Gale

(Est. 1887) "Bristol Myers Squibb is a global biopharmaceutical company focused on discovering, developing and delivering innovative medicines for patients with serious diseases. Our medicines are helping millions of patients around the world in disease areas such as oncology, cardiovascular, immunoscience, fibrosis and others. We have built a sustainable pipeline of potential therapies, and are leveraging translational medicine and data analytics to understand how we can deliver the right medicine to the right patient at the right time to achieve the best outcome."

Design by
Siegel+Gale

Related links
Siegel+Gale blog post
Bristol Myers Squibb news announcement

Relevant quote
The previous logo represented 18 legacy lines of business that were a result of the merger between Bristol Myers and Squibb. The new symbol in the logo—a hand—represents the personal touch that employees, researchers and medical providers bring to their work. It’s a universal symbol of humanity, of healing and of giving and receiving care.

The elegant gray wordmark was drawn and exclusively customized for Bristol Myers Squibb. The condensed letterforms are rigorous and precise. Tall, strong and proud, the logo establishes Bristol Myers Squibb as a leader with real gravitas.

We chose a vibrant purple color because it stands out in the industry. It has personality, communicating a sense of warmth, brightness and passion.

Images (opinion after)

Logo introduction (and animation at the end).
New Logo and Identity for Bristol Myers Squibb by Siegel+Gale
Logo.
New Logo and Identity for Bristol Myers Squibb by Siegel+Gale
Posters.
New Logo and Identity for Bristol Myers Squibb by Siegel+Gale
Giant wrap in exhibit hall?
New Logo and Identity for Bristol Myers Squibb by Siegel+Gale
Various, oddly-grouped applications.
New Logo and Identity for Bristol Myers Squibb by Siegel+Gale
Instagram posts.
New Logo and Identity for Bristol Myers Squibb by Siegel+Gale
Flag.

Opinion
The old logo was… hypnotic. It also had a kind of subtly evil corporation vibe that was almost enjoyable. No idea what was going on with the wordmark, which sort of came out of left field. Nice, but an odd pairing for the icon. The new icon is… a hand. The minimalism and simplicity is commendable but the result feels somewhat unfinished. Like, there should be more to the logo but there isn’t. As far as hand abstractions go, this is fine, but I’m not sure how well it holds up as the icon for a big company like this. Visually, it also has to compete with the extra long wordmark so that by the time you get to the end of the name you’ve almost forgotten there was an icon at the beginning. The wordmark is fine and a good enough break from the more square geometric sans serif expectation but what I don’t get is why in application there is a similar condensed sans serif but that is not the same — I would have used the font from the applications in the logo, as it feels much more approachable. The applications feel unfinished with basic photo + type layouts and some renders that leave a lot to be desired. To say something nice: the color palette is enjoyable. Overall, without having previous knowledge of this company, I kinda would have loved to see the old icon evolved into something new and build on the provocative energy it had, as the new identity feels very quiet and shy, almost as if it’s apologizing for something.



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