Hikma Pharmaceuticals plc is a multinational pharmaceutical company headquartered in London, founded in Amman, Jordan in 1978. In March 2018, the company unveiled a new global brand, marking the most notable change to its visual identity since its founding. The rebrand was led by brand and marketing consultancy Prophet and coincided with the company’s 40th anniversary. [1] [2]
Design and History
The current Hikma logo is a wordmark featuring the company name in precisely drawn and spaced lettering, punctuated at the end with a full stop. According to the company, the full stop conveys certainty and confidence, as well as a nod to the digital age. The simple style and lower-case letters were intended to make the brand friendly and approachable. [1]
The rebrand was part of a broader effort to consolidate all Hikma-owned companies around the world under a single, unified global brand. Previously, Hikma’s subsidiaries operated under their own distinct brand names, which had created a fragmented brand portfolio. Prophet worked to consolidate these under one global master brand to build consistency and reduce complexity. [3] The new identity was rolled out globally through 2018, beginning in the UK, Middle East and North Africa, then Europe and the US. [1]
Prophet executive creative director Clive Rohald described the new logo as showing “determination and confidence.” The consultancy also created a new visual system and colour palette, along with what was described as “a more accessible, modern typeface.” [4]
Meaning and Symbolism
The coral colour of the current logo is directly connected to the legacy red of the original Hikma logo, re-interpreted in a contemporary hue. [1] The company’s own brand guidelines describe the logo as “simple, assured and modern,” and state that it “takes its cue from our heritage colour, re-interpreted in a contemporary hue.” [5]
The rebrand accompanied a new brand platform: “Better Health. Within Reach. Every day.” [6] Prophet developed the positioning “Better Health Within Reach,” which anchors Hikma’s belief that good quality medicine should be available to anyone, anywhere. This was brought to life with a digitally-enabled visual identity system intended to signal a new chapter for the business. [3]
Typography and Design
The Hikma wordmark uses precisely drawn and spaced lettering in lower-case characters. [1] The company’s logo usage guidelines specify a minimum clear space defined by the diameter of the period at the end of the wordmark, and prescribe a minimum size based on the width of the logo to ensure legibility across print and digital applications. The guidelines also state that the logo should always use approved electronic artwork and should never be adapted, manipulated or recreated. [5]
The new identity won the Grand Prix at the 2019 Transform Awards Europe, along with Gold awards for Best Brand Architecture Solution and Best Brand Consolidation. [3]
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