Merck Serono to be rebranded following Merck KGaA relaunch

Merck Serono is to be rebranded following a significant reinvention of parent company Merck KGaA's brand identity.

The science and technology company is to be known simply as Merck across all of its business operations in all regions other than US and Canada, where it will continue to operate under the EMD name.

It has introduced a new logo and simplified its brand architecture at a business level, with the independent divisional brands Merck Serono and Merck Millipore to be eliminated.

Merck Serono will operate simply as the biopharmaceutical business of Merck, with Merck Millipore known only as its life science division. They will remain known as EMD Serono and EMD Millipore in North America.

Ludwig Kley, chairman of the executive board and chief executive officer of Merck, said: "The complete overhaul of our brand identity is to communicate this new direction vis-a-vis our customers, partners and applicants."

This comes as part of Merck's Fit for 2018 strategic transformation and growth programme and reflects the changing nature of the company's business model over the last few years.