ABOUT

GlaxoSmithKline is one of the worldwide leaders in the creation of therapeutics resolutions that
help improving people's life quality. Present in 130 countries, the company dedicates about £$ 3,5 billion in searches and new medicine development, one of the biggest investors in the sector.

With the emergence of a new Brazilian internal division, the Oncology area becomes an independent
sector In need for an unique brand identity able to set values and communicate the unity actions.

The concept for the new division takes the premise points determined by the company: to live more,
to do more and to feel better. Focusing our search on an inspiring element, we were after an
aesthetically interesting image able to transmit hope. Something soft and beautiful able to
capture or condense the atmosphere that oncology needs to pass on.

The lion-tooth flower, is a popular and yet very simple and aesthetically appealing. Its seeds floats
in the air with a simple blow, spreading life and blooming with ease. Furthermore, the lion-tooth is
used for many people as a source of energy and to set clear goals and start projects. In Northwest
of Brazil, the flower is also known by the name of “hope”.

With the new visual icon, the new unity also won a brand guideline regarding the usage of the
element, typography, colours and pictures. The identity was applied to the internal material
and mark communication.