AstraZeneca Pharmaceutical Hires 1800MyLogo To Design Three New Division Logos.
January 10th, 2001 - AstraZeneca, a world-leading pharmaceutical company that provides innovative, effective medicines for serious medical conditions, has selected 1800MyLogo as the corporate identity firm that will develop and design three logos for the company's new divisions.
One of the identities being
developed by 1800MyLogo is for a division of AstraZeneca's research and development
department. The department is in the process of establishing a state-of-the-art intranet
with the purpose of enabling their worldwide research & development divisions to
exchange knowledge more efficiently. In addition, this intranet will be accessible to
specific biotech companies and academic institutions that collaborate with the
AstraZeneca's research and development divisions.
The department, which was formerly named Information Resources, changed its name to Knowledge Management, and in an effort to speed up the project they simply added the new name to the old logo configuration and changed the colors to fit their intranet design. However it just didn't fit right, and they realized that a brand new fresh logo was required to really get things in gear and grow an awareness of this division within the company.
It was established that the new logo should be about making a connection, more specifically an electronic connection between a person and a document. The aim is to get people to share knowledge in the best possible way, however the image should stem away from the high tech, focusing more on people and less on computers. The look should be more relaxing and promote a sense of organization.
In addition, AstraZeneca's Knowledge
Management department is getting ready to launch an internal collection of websites
dedicated to the research and development divisions of the seven therapeutic areas that
the company serves. Each area will have its own website, we can think of it as their
"Home", a place which enables the researchers to access all the information they
require in order to do their jobs.
Generically all the sites will be
referred to as "The Place to Be", and more specifically each site will have its
own name, for example, CV (Cardiovascular) Place, or GI (Gastrointestinal) Place. The idea
of "Home" is what they are trying to promote by these sites without the stigma
that this product is fundamentally related to web technology. The slogan "The Place
To Be", is catchy, warm and embracing and distant from internet lingo.
The pharmaceutical industry has seen a tremendous growth in recent years. The competition
has risen to a very high level and firms are looking for new innovative strategies to make
themselves unique and recognized among the others. Simply having a website is no longer a
sufficient manner in which to communicate with clients and investors. Large pharmaceutical
companies are very intricately structured with many divisions and sub-divisions that rely
on each other for a smooth overall operation.
In light of these facts, the roll of corporate identity has changed dramatically for his type of industry. Each division requires an identity to distinguish itself, and to promote a sense of belonging among its employees and clientele. With a gigantic corporation, this type of internal marketing scheme allows for better management, better communication and much more awareness of what innovations are occurring within other divisions.
1800MyLogo has worked on several similar projects, and has proved its ability in creating effective corporate identities for this industry.
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