Promius Pharma launches new corporate brand identity

PRINCETON, N.J. -- Promius Pharma LLC, a subsidiary of Dr. Reddy's Laboratories, has unveiled a new visual identity and corporate brand centered on the "Power of Humans Being."

The company says the phrase expresses the core belief at Promius Pharma that every patient is a person first and that its mission is focused on helping patients get back to what matters most: being a person.

The Promius Pharma logo now includes a seven color tangram that represents creative problem-solving leading to multiform solutions. A dissection puzzle that originated in China, a tangram has seven flat pieces, called tans, that are put together to form complex, elegant shapes. It is said that the Pythagorean theorem was discovered with the help of tangrams. For Promius Pharma, the tangram evokes the company's dedication to curiosity, creativity and ingenuity.

The primary color palette for the new Promius Pharma branding is composed of the seven colors of the tangram: sky blue, yellow, brown, avocado, purple, burnt orange and khaki. The multicolor palette expresses the Promius Pharma commitment to create solutions that fit with the full colors of real life. It also signals the high value that Promius Pharma places on diversity of talents, experiences and perspectives in their pursuit of those solutions.

"Our new corporate brand identity clearly establishes Promius Pharma as a strong and innovative company whose driving force is to foster better health for all people," said Dr. Anil Namboodiripad, chief commercial officer at Promius Pharma. "Our R&D pipeline reflects the convergence of deep patient insights, pre-clinical, clinical and regulatory expertise in the development of products that address pressing medical needs of various patient subgroups."

The leadership team at Promius Pharma formally introduced the new corporate branding at a company-wide event held on the Promius Pharma campus in Princeton, N.J., in June.