Pharmaceutical brand makes first change in 40 years

Hikma Pharmaceuticals the multinational generic pharmaceutical company has revealed its rebrand and new slogan, ‘Better Health. Within Reach. Every day,’ as well as a new logo and visual identity. The rebrand, led by brand and marketing consultancy Prophet, resulted from the collaboration of employees from around the Hikma world, including clients, specialists and chemists.

Executive chairman, Said Darwazah says, “As we look to the future, our new brand will help us tell this story with more impact in all our markets and the role we play in enabling better health around the world.”

The company’s new logo features a wordmark with its name in simple and evenly spaced lettering, punctuated at the end with a full stop, making it modern and current. The coral colour of the previous brand was not replaced due to the value of its heritage, however it changed to a more modern hue. The simplicity of the new logo makes the brand seem welcoming, when it simultaneously serves the goal of being more digital-friendly, especially on social media.

Along with the rebranding, all companies owned by Hikma will operate from now on under the same name, where previously, Hikma’s sub-brands operated under their own brands. The new identity coincides with its 40th anniversary, marking a new beginning for the pharmaceuticals company, which hasn’t undergone a more drastic change since its establishment in 1978.

Darwazah adds, “We believe that operating all our companies as Hikma in all our markets will allow us to better serve customers, be more efficient and to build on the trusted Hikma name. We want to draw on the strengths we have around the world and unlock the power of a single, global brand – Hikma,”

Darwazah says the new brand will help Hikma better communicate its work and heritage with all its stakeholders and have an impact on brand awareness around the world.

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