Patheon has unveiled its new brand identity, reflecting the company’s leadership position in the pharmaceutical services industry, and the difference it makes in the lives of patients.

The new brand positioning centres around an updated promise based on the fundamental belief that the world would be a healthier place if tomorrow’s medicines were made available today.

Branding elements include a creative visual system, an updated logo and a new company tagline that together represent how the company is differentiated, compelling and best-equipped to help address client challenges.

The tagline promises a healthier world, and is meant to reflect the company’s commitment to working closely with clients to help them find solutions to some of their greatest formulation development and manufacturing challenges.

Marketing senior vice-president Chris Tama said: "People around the world depend on life-changing medications from pharmaceutical companies and Patheon is delivering those medications every day through its dedicated workforce.

"Our new brand platform promotes our leadership position, the work our employees perform around the world and the fact that we are uniquely positioned to provide end-to-end pharmaceutical development and manufacturing services under a single, master brand."

The visual of a working hand represents the Patheon employees who make and deliver life-changing medicines to patients.

The image captures trust and partnership, and insights gained through years of experience and the highest level of expertise to efficiently deliver better performance, care and quality.

A completely redesigned website revealing the modern new design has also been launched as part of the rebranding exercise, with visuals clearly and effectively communicating the company’s differentiators and value proposition.

The promotion will be part of a global effort to help current and prospective clients better understand how Patheon can help address the most complex development and manufacturing needs.

The new brand will be applied to all promotional materials and communication channels, and rolled out behind a global promotional campaign in publications and trade journals, along with digital brochures and sales tools. The brand was first unveiled to Patheon’s employees, who are represented by the maker’s hand.