Haleon is a British consumer healthcare company that was created in July 2022 when it demerged from GlaxoSmithKline (GSK). Its visual identity was unveiled in February 2022, when GSK first announced the name of the new standalone business. The company’s purpose is “to deliver better everyday health with humanity,” and its signature phrase is “For Health. With Humanity.” [1] [2]
Design and History
The Haleon logo is a typographic wordmark. The name itself is inspired by the merging of the words “Hale,” an old English word meaning “in good health,” and “Leon,” which is associated with the word “strength.” The new brand identity was developed with input from employees, healthcare practitioners and consumers, and was designed to be deployed in more than 100 markets around the world where the business operates. [1]
The company’s signature phrase, “For Health. With Humanity,” was developed by its own colleagues. Haleon launched as an independent company on 18 July 2022, completing its demerger from GSK. [2]
Meaning and Symbolism
The most distinctive feature of the Haleon wordmark is the letter “E,” which is rendered as three horizontal bars. The middle bar is green, while the top and bottom bars are black, matching the rest of the wordmark. [3]
According to design commentary on the identity, the green crossbar from the “E” is repurposed across the brand system as banners, dividers, frames and illustrations. As a consumer health brand, the “E” graphic is said to suggest equality, a guided pathway to wellness, and an aspirational target for better health. [4]
The green used in the mark is specified as Pantone PMS 2287, and the colour is claimed as an element of the trademark. [5] [6]
Typography and Design
The Haleon logo consists of the stylized black wording “HALEON” in all capital letters, with the “E” formed by three horizontal bars. In the primary lockup, the stylized black phrase “FOR HEALTH. WITH HUMANITY” appears underneath the wordmark. [3]
While the parent company GSK’s 2022 rebrand was created by the London-based consultancy Wolff Olins, the Haleon identity appears to have been created in-house. [4] [7]
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