Handok Pharmaceuticals
Communicating change at Handok
Handok, is a foreign- invested South Korean drug maker, delivering pharmaceutical products in the prescription and over-the-counter markets. The company has gained a reputation through strategic ties with a number of prestigious multinational drug makers, such as the pharmaceutical giant Aventis.
Challenges
New technologies, a name change and the increasingly competitive environment of the global OTC pharmaceutical industry led to the need to develop and promote a distinctive, strong and contemporary identity
Actions
Created a new logo using bold, italic san-serif type with a unique "yin-yang" symbol, evoking life and balance, countering perceptions of the company as older and conservative, and reinforcing the desired image attributes of "contemporary, dynamic and innovative"
Established a clear endorsement system to relate the new Handok identity to all organizational entities, products and services
Built a cohesive "family" look for corporate communications, marketing collateral, signage and product packaging, including design standards for logo usage, colors, typography and materials
Provided identity guidelines to ensure consistent application of the visual system across all communications