This project covers the brand identity and international brochure design for Merck Serono.
The aim was to strengthen the brand’s professional, international image in global pharmaceuticals and biotechnology through a systematic visual language rooted in science.
The design centers on the concept of “the language of life, driven by science,” translating the company’s research spirit, innovative energy and human care into world-class visual expression.
design challenge
Visual translation of science: presenting highly specialized drug development, clinical data and technical processes in a clear, intuitive visual language. International brand voice: keeping the design tone consistent with Merck’s global brand system and aligned with international communication standards. Balancing science and warmth: remaining rational and technological while conveying the brand values of care and trust. The key challenge was to use the ordered language of design to make scientific complexity clear, credible and tangible.
Strategy and philosophy
The project is anchored in a single design idea: “Rational Structure × Living Warmth.” Visual language: a graphic grammar built on linear composition, geometric structure and molecular forms gives the brand a sense of scientific order. Color system: Merck Blue and Life Purple lead the palette, supported by luminous silver-gray and gradient blues to convey technology and forward momentum. Graphic logic: abstracted molecular structures, cellular networks and signal pathways express “connection and growth within science.” Layout system: built on international publishing proportions (A4 / 210mm grid), the typographic system adapts seamlessly to multilingual content. Typography: an international sans-serif family reinforces a rational, contemporary character. The core idea: let the logic of science become the language of design, and let the brand’s trustworthiness become visual order.
Design presentation
Cover: interwoven geometric beams of light symbolize the flow of technology and the energy of life; the logo is embossed and silver-foiled to signal international brand quality. Interior structure: a 12-column grid and modular layout, with each chapter covering an overview, key data, results and scientific value. Infographics: linear data charts, molecular pathway diagrams and simplified structural schematics bring research findings to life. Imagery: high-quality scientific photography and microscopy, set against abstract gradient backgrounds, strike a visual balance between science and humanity. Materials and finishing: a metallic-blue matte laminated cover with spot UV highlights; interior pages printed on heavyweight silk stock for a tactile, high-tech feel. The overall visual language is clean, restrained and precise, expressing the global voice and professional credibility of a science-led company.
Achievements and Impact
The project gave Merck Serono a more distinctive visual system for international communications. The brochure is used at global partner meetings and medical congresses, becoming a key vehicle for presenting the company’s research and culture. Its systematic design language elevated the brand from “pharmaceutical company” to a global symbol of a “life science innovation partner.”