Harlan Laboratories

New:  Formal name change, logo and visual system

Launched:  November 3, 2008

Story in brief:
In 2005, control of the family-owned Harlan Sprague Dawley (a global provider of research models and contract research services) was acquired by investors Genstar Capital.  To  grow the business, Genstar recruited lab-industry leader Steve Sullivan from competitor Covance.   Sullivan sensed that the traditional Harlan brand might increasingly inhibit recognition of the company's changing strengths,  and in 2008 retained Tony Spaeth for a corporate brand review.

Provision of research models is Harlan's core, to which acquisitions in contract research services have been added — SafePharm in the U.K. and RCC in Switzerland — bringing Harlan further downstream in a fuller spectrum of drug development and toxicology sciences. The rebranding challenge:  retain Harlan equity but communicate "new company, new leadership," with a  commitment more broadly to scientific excellence — a company transformed by the integration of its research-driven acquisitions. As Sullivan summed it up, "We are coming together under a single banner worldwide, with one vision, one set of values and a company-wide passion for scientific excellence."

The change of formal name to "Harlan Laboratories" and the tagline "Helping you do research better" reinforce this positioning, in addition to the molecule shapes in the new logo. The acquired contract research companies have submerged their respective brands into the new Harlan, now defined by two operating components -  Research Models, and Contract Research Services. The logo and new visual system (typography, new graphic elements and a fresh green-based color palette) clearly communicate a new and stronger management presence, and a prouder, more assertive competitive posture.

Credits:
C.E.O. - Steve Sullivan
Identity counsel - Tony Spaeth
 

Corporate Brand Matrix ratings:  
0% structural,  90% strategic,  10% functional