Bristol Myers Squibb faced a pivotal moment with its acquisition of Celgene, prompting a rebrand to reflect its evolution into a diversified specialty biopharma leader. The new identity needed to signal a bold leap forward, placing patients at the center while elevating the overall brand experience and adopting a more personal voice.

Launched in March 2020, the refreshed brand features a purple color palette, a stylized hand logo, and a custom gray wordmark with precise, strong letterforms. Moving away from typical pharma blues, these elements embody Bristol Myers Squibb’s commitment to compassionate science and its patient-first mission, creating a distinct, forward-looking presence in the industry.