Source: IVD Professionals Network

On the morning of October 16, Danaher released a brand renewal video, officially launching its new LOGO. Compared with the original LOGO, this new LOGO has a completely different style. Both in terms of shape and color scheme, significant adjustments have been made.

Regarding the shape, Danaher's official explanation is,"Interpretation of the Acceleration Curve", making people feel full of vitality, which reflects how Danaher accelerates the impact of future science and technology on today's life. The dynamically interlaced shapes symbolize growth, transformation, and a forward momentum with a clear purpose.

Regarding the color, it is mainly purple, supplemented by a combination of cool and warm colors to support, balancing the expertise of science and creativity, creating aInnovative and Human-centeredBrand expression, distinctively different.

The new LOGO gives a sense of youthfulness, vitality, and trendiness. Compared with the LOGO that has been used for decades, the new logo is imbued with more innovative meanings. I think this is also the direction many IVD giants are striving for. After a company grows to a certain scale, how to maintain continuous high growth is an eternal proposition.

Lean management of existing businesses can drive growth, and new models, new markets, and new products can also drive growth.The former has limits, the latter is limitless.

Danaher's highly renowned DBS business system, known for its lean management, is now shifting its emphasis to "innovation," seemingly reflecting a change in the company’s strategy. Transitioning from its former identity as an industrial enterprise to becoming a science and technology-oriented company, industrial enterprises can enhance efficiency and derive greater value through DBS. However, for science and technology companies, only innovation and creativity can secure a competitive edge.

On September 30th, U.S. time, Danaher announced that it had completed itsSplit of the Environmental and Application Solutions Segment, the establishment of an independent publicly traded company, Veralto. Veralto began trading on the New York Stock Exchange on October 2, 2023, under the ticker symbol "VLTO".

Danaher originally had three major business lines:Life Sciences, Diagnostics Business andEnvironmental and Application Solutions: These three细分 markets comprise more than 20 operating companies, and most enterprises are basically头部企业 in their respective细分 fields.

The revenue from the Environmental & Applied Solutions segment accounted for 26% of Danaher's income. In October 2022, Danaher spun off the companies in this segment to form Veralto, allowing itself to focus on its core business.Life Sciences Business (2021 revenue of $15 billion) and Diagnostics Business (2021 revenue of $9.8 billion)This shows that Danaher's brand renewal this time represents a focus on life sciences and diagnostic businesses, and in these two fields, innovation will be one of the sources for sustained high growth in the future.

Similar to Danaher's operations, there is alsoPerkinElmer, this yearOn March 14, PerkinElmer announced the successful completion of its spin-off plan decided in August 2022 as scheduled: the company has completed the divestiture of its applied, food, and enterprise services businesses, which will be divested to private equity firm New Mountain Capital. This means that the new company after the divestiture will...More focused on life sciences and diagnostics businesses.

On May 9, PerkinElmer's life sciences and diagnostics business officially changed its name, with the new brand Revvity setting sail. Relying on innovation in the life sciences and diagnostics fields, the new brand Revvity is committed to improving human health and life. Revvity is derived from two words, "revolutionize" (rev, meaning "transform") and "vita" (vit, Latin for "life"), providing end-to-end expertise and solutions from scientific research exploration to development, and from diagnosis to treatment.

From the perspective of this LOGO design, yellow is the main color tone,Yellow gives people a pleasant, hopeful, and energetic feeling. From the perspective of font design, it is also full of vitality.Breath.

Why Do IVD Brands Need a Youthful Upgrade?

As time changes, the attributes of the user base of IVD companies are also gradually evolving. A brand that has lasted for decades cannot escape the erosion of time; it will fade as its initial core users age and eventually disappear. Similar to the performance growth of IVD enterprises, this process follows a parabolic trajectory. At this point, only through the renewal of corporate strategy can the brand be revitalized and grow against the tide.

Brand rejuvenation is the only path for a brand's continued existence! While adhering to core principles, an excellent rejuvenated brand can always maintain its contemporary freshness and relevance in the ongoing process of development and evolution!

Any IVD brand cannot脱离现实 (detached from reality), and also needs to look forward to the future. How to balance the relationship between present survival and future development has always been a challenge for all IVD enterprises and brands!

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