Merck Ventures Branding

The Situation

To create branding for Merck’s venture capital arm Merck Ventures that can bolt on to the existing Merck logo and work with the existing branding.

The Solution

After testing several concepts we settled on the idea of an IQ test. This dramatizes the intelligence and scientific backgrounds of both the Merck Ventures team and the biotech start-ups seeking investment from them.

The correct answer to the IQ test (which forms the stand-alone bolt on logo) differs from the three wrong answers by showing the disc rotated into an extra dimension and the dots freed from its enclosure to create an ‘out-of-the-box’ visual.