Avantor announced that it is rebranding its logo and visual identity. The new brand identity comes after the company’s acquisition of VWR in 2017.
“This marks an exciting milestone for Avantor as our integration with VWR continues,” Michael Stubblefield, CEO of Avantor, said. “We’re transforming our global visual presence to give a fresh, distinctive expression of the new Avantor and our mission to set science in motion to create a better world.”
The company’s new visual identity features a unified symbol with a fluid curve that symbolizes Avantor’s agility and readiness to adapt to customer needs. The company says it represents the “infinite path of scientific discovery” that will position Avantor into the future.
Avantor will keep its corporate name and entity and VWR will stay as the channel brand and primary ordering platform for the company’s customer base. The new visual identity is expected to be implemented across all aspects of the company and will be progressively rolled out over time on all of Avantor’s platforms like facility signage, web properties, promotional material, product labels and documentation.
The company says its e-commerce functionality, product quality or specifications, product availability or service delivery performance will not be affected by the rebranding.
“With this new logo and visual identity, we are launching a global brand that stands for the things that matter to our customers: quality and choice, trusted expertise, collaborative service and innovative, customized solutions,” Stubblefield said.