Case Study – DRL’s Rebranding Exercise

Dr Reddy’s Laboratories in July, 2015 announced the launch of its new visual identify and brand with a heart symbol, that the company expects to guide its all actions.

Old Logo 

New Logo

Significance new purple logo:

The new logo is an expression of Empathy and Dynamism, which helps keep patients at the center of everything that Dr Reddy’s does.The heart depicts empathy and caring while the circles connote dynamism and responsiveness.

Why Purple?

DRL had chosen a new corporate colour-Purple, which is associated with creativity and wisdom – as per analysis of the logo done by company.

Phases of the Re-branding Exercise: 

Phase 1: The corporate brand has transitioned to the new identity. New logo revealed in website (new look website) with press releases.

Phase 2: In second phase, new identity transitioning on to the company’s product packaging. The existing logo and brand identity will remain in place and valid until changes that are pertinent to legal processes, documentation and other regulatory or statutory changes are complete.

Following is the company’s look-out why they opted for RE-BRANDING?

“Over 31 years, Dr. Reddy’s has grown from a manufacturer of APIs into a multinational pharmaceutical brand of repute, with operations in over 25 countries. Throughout this journey, we have remained true to our core values, even as we continually transform to keep pace with the changing needs of our patients and partners. Our belief ‘Good Health Can’t Wait’ lends new meaning to our core purpose of accelerating access to affordable and innovative medicines.”

G V Prasad, Co Chairman and CEO of the company said: “Our goal has always been singular: to ensure expensive medicines are within the reach of patients. Our focus has always been the patient. While we have expanded over the years, our purpose has remained unchanged: to bring high quality”.

The objective of the rebranding exercise is to derive a unifying, patient-centric approach, to meet new and daunting challenges that patients are facing. With the healthcare scenario changing rapidly, it is important to be driven by a common goal that adds value to every touch-point for patients and partners alike, it said. Last year the company had announced its intent to undertake re-branding exercise and entrusted the responsibility to the company chairman.