This may be harmful to your eyes!

Merck KgaA, the German-based science and technology company (not to be confused the US-based Merck & Co., Inc., a separate company) launched its new brand identity in October. The company’s products range from cancer-fighting medicines to liquid crystals for smartphones and LCD televisions.

What Merck, a company that claims to be the oldest pharmaceutical company in the world (founded in 1668) that has about 40,000 employees in 66 countries, has achieved is quite remarkable. It has launched what is probably one of the past decade’s worst brand identities for a major company.

There is nothing here that remotely suggests “meticulous and research-driven businesses deliver(ing) diverse, high-quality products that enrich lives and enable us to share business success with our customers.” It would not have been quite this atrocious had Merck not used the letterforms in its wordmark as the font to be used on its web site and collateral materials (or more accurately had it not accepted its branding firm’s advice). The headings border on being completely illegible, let alone that it does not support how Merck sees itself.

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The sign outside its innovation centre is reminiscent of something one would have seen in the children’s 2001 movie, Spy Kids (see Fooglies).

Enough said. Anymore and permanent eye damage may result.
Merck.de