Bristol Myers Squibb reveals new branding after Celgene acquisition

Bristol Myers Squibb revealed a new brand, including a new logo and website, after its acquisition of Celgene, Medical, Marketing and Media reported.

The FTC approved Bristol-Myers' $74 billion takeover of Celgene last November, making it one of the largest deals in pharmaceutical history. 

The changes to the logo include switching from blue to purple, incorporating a stylized hand and a new font. The company also decided to drop the hyphen in "Bristol-Myers." 

Kathryn Metcalfe, executive vice president of corporate affairs at Bristol Myers, told Medical, Marketing and Media that the rebrand is meant to unify the Bristol Myers and Celgene brands and to reintroduce the company to the market after the acquisition.

"We needed something that was fresh, more representative of who we are and who we will be in the future," she said. 

The Celgene brand will be phased out, an unusual move in the pharma world, as many companies keep the acquired company's name as part of the brand, according to Medical, Marketing and Media

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