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Buoyant Biogen drops Idec in rebrand

This article was originally published in Scrip

Executive Summary

Biogen Idec has dropped the second part of its name and will be known henceforth simply as Biogen. In a corporate rebranding exercise which has also seen it drop its old logo (of a rectangular frame with corners alternately extended and truncated around the name) in favor of a new, rounded blue and green spherical motif with a reinstated capital 'B' in Biogen, the firm wants to "acknowledge our heritage" while creating "a new image to reflect our new reality", according to a letter from CEO George Scangos.



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