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Introducing
our new global health care identity…by design
Articulating our long-term objectives on the occasion of our
one hundredth birthday in 1997, we at BD said that among our
aspirations was having a symbol that would become as universally
recognized as the Red Cross. In 1999, we took a major step
toward that goal by introducing a bold new symbol based on
a human form with hands outstretched; nontraditional corporate
colors of blue and orange; a master brand utilizing the familiar
BD name; and a corporate tag line that links to our mission
and purpose: Indispensable to human health. Importantly, the
new identity is not merely one of image, but of substance.
It reflects the enterprise-wide transformation that is ongoing
at BD, as we become a decentralized, swift and adaptive organization
focused on business success and shareholder value even as
we meet expanding health care needs around the world. |
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