Case Study: Bristol Myers Squibb advances into a new era with Siegel+Gale's bold brand transformation

Bristol Myers Squibb launches a new corporate brand with Siegel+Gale after a landmark acquisition

Siegel+Gale partnered with Bristol Myers Squibb (BMS), a global biopharmaceutical company, following its major acquisition of Celgene. The customer's challenge was that its existing brand identity no longer reflected the newly transformed, larger company with a stronger innovation pipeline. BMS leadership needed a new brand to signal this bold change and support its vision of transforming patients' lives through science.

Siegel+Gale developed a completely new, cohesive brand experience for Bristol Myers Squibb, designed to balance the power of bold science with a deep human purpose. The solution included a modernized visual identity with assets like a hand symbol and BMS Purple, creating a system that is authentic, credible, and built to flex with the business's future ambitions. As a result, BMS launched a new corporate brand that successfully signals its leap into a new era.

Bristol Myers Squibb