GERMANY — Boehringer Ingelheim, the German pharmaceutical giant known for its notable products such as Jardiance and Ofev, has embarked on a comprehensive corporate rebrand that extends beyond just aesthetics.

The rebrand introduces a new logo with a bright green palette, marking a departure from the company’s previous blue theme.

Alongside this visual transformation comes a significant shift, encompassing the introduction of a brand slogan, “Life forward.”

Médard Schoenmaeckers, SVP and global head of corporate affairs at Boehringer Ingelheim emphasized that this rebrand signifies more than a mere visual update.

He explained, “This is not just an evolution of our corporate brand design. Above all, it expresses that we are ready to be more visible and to confidently engage with our external stakeholders.”

The intended audience for this transformation includes potential employees, partners, politicians, healthcare professionals, and anyone with a vested interest in the company.

Rob Anderson, US VP of corporate affairs, highlighted the company’s aspiration to increase visibility and tell its story in a more contemporary manner.

He underlined that Boehringer Ingelheim, as an independently owned Big Pharma company, enjoys the freedom to prioritize long-term goals over immediate market pressures.

“What that means for us is that we don’t have to necessarily answer to Wall Street. So when it comes to the decisions we make, we can look at the long term more,” Anderson added.

The unveiling of this rebrand was a pivotal moment for Boehringer’s current and prospective employees, as their involvement is central to the company’s unique identity.

Anderson noted, “We can do things a little bit differently, and people can see the impact that they’re making. That’s an important part of who we are.”

As part of the rebrand, two new 30-second video advertisements showcase Boehringer Ingelheim’s role in the realms of human and animal medicines.

The first ad features Walter, an older gentleman preparing for a party he couldn’t attend for years due to a chronic condition.

Thanks to Boehringer’s medicines, he’s now ready to enjoy life. The second story centers on Chaos, a dog protected by Boehringer’s parasite protection medicine, allowing him to roam freely.

These video ads are planned to be disseminated through social and digital media to raise awareness about the company’s transformation and its objective of enhanced visibility.

The slogan “Life forward” was chosen by Boehringer to embody its aspirations and actions. The company’s new bright green color palette replaces the previous blue theme and aligns with associations of health, optimism, hope, and sustainability.

Boehringer Ingelheim, a privately-held German pharmaceutical giant, boasts a portfolio of leading drugs, including Jardiance for type 2 diabetes therapy and Ofev for respiratory conditions.

The company’s 2022 annual report indicates expectations for 20 new approvals over the next seven years.

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