AVENTIS: Another Euro giant

A use of identity, by a leader

New: Aventis

Launched:
Merger and name announced December 1, 1998; consummated (and logo unveiled) December 16, 1999
Formerly:
Hoechst A.G. of Germany;
Rhône-Poulenc S.A. of France

Story in brief:
Another giant Euro-merger, to create the world's as of now #2 pharmaceutical and agricultural "life sciences" company. Mixing these proud national cultures is a delicate and hopeful undertaking. The universal Aventis name was commandeered from a Hoechst unit, and a 'neutral' U.S. firm called in for design.

Credits:
C.E.O. - Jürgen Dormann
Identity design - Corporate Branding, LLC

First Impressions:
A good name, similar to others but we'll soon learn it. The likely European pronunciation evokes "avanti," "let's go!" in Italian; nice. The distinctive Ocean Italic font provides a strong visual-system tool. The "emotive, gestural and spirited" symbol (quoting designer Gerald Berliner) is a mix of science and life, plant and animal. Given today's sensitivities it is better thought of as a person with a hula hoop than as an irradiated bouquet.

I will however miss the simple but elegant "Hoechst cubed" logo