Today, GSK is a different company from the GlaxoSmithKline that launched in 2000, and the global context around it has shifted radically. Following the proposed demerger of its consumer healthcare business, GSK will focus purely on biopharma, with a new purpose to unite science, technology and talent to get ahead of disease together.
To signal the biggest corporate change for GSK for 20 years, F37 were commissioned by brand heavyweights Wolff Olins to help redesign GSK’s font, one that is highly accessible and brings to life the precision of the work they do. This update along with the wider branding reflects a GSK focused on driving innovation in the field of biopharma, with new ambitions for patients, shareholders and GSK people.
Using F37 Jan as a starting point, F37 began to integrate shapes and quirks from the logo into the font and exploring fluid connections and movement. Leading to the incorporation of exaggerated ink traps to add dynamic character within the letterforms at larger sizes (notably the K). These ink traps have a dual function, also aiding with legibility at smaller sizes.
The GSK Precision typeface has eight siblings: Thin, Thin Italic, Light, Light Italic, Regular, Regular Italic, Bold and Bold Italic. It is suitable for everything from hoardings to phone screens and medical packaging.