With more than a century of history behind it, the pharmaceutical company reaffirms its commitment to the future and introduces its new purpose, mission and values.

Bial refreshes its corporate brand

Having celebrated its centenary, Bial is taking a decisive step in its evolution, presenting a new purpose, mission and values, brought together in a unique and revitalised corporate identity.

The ‘new’ Bial reflects the company’s intensive transformation, particularly over the last fifteen years, during which time it has established itself as an innovative international pharmaceutical company. Today, Bial has its own, globally-marketed medicines and stands out as a key player both in the business world and in Portuguese biomedical research. Internationally, the company has gained increasing recognition for its scientific excellence and the innovative medicines it produces to improve people’s quality of life, acting directly or through partnerships in some of the most important markets in the world.

For António Portela, CEO of Bial, this is a symbolic change: ‘Today, Bial is a different company. And this evolution reaffirms the values of the past and of our legacy, but, more than that, it mirrors our commitment to the future. We remain firm in our mission to improve health, increasingly aware of the mark we want to make on science, society and, above all, on people.’

Portela adds that ‘we redefined the company’s Purpose, ensuring that it is not just inspiring, but also aligned with the strategic paths marked out for the future. The new Mission conveys what we are and what we do every day. The new Values reflect the way we collaborate and the way we are growing as a company, and they also define each of our collaborators, the Bialers. All this has been brought together in a new visual identity, which represents what Bial is today and what it aims to be in the future: partners in life and for life, always aiming for excellence in science and in the research we carry out.’

The process of refreshing Bial’s narrative and identity, which took place over a period of a year, was carried out in close collaboration with the company's Communication team and guided by the agency Ivity Brand Corp.

‘Whenever we lead a re-branding process for a century-old brand, we feel as though the future is challenging us to write a new chapter in a story we want to carry on forever. Bial is a ‘brand-word’ that is part of the history of Portuguese innovation spreading into the wider world. The new Bial branding expresses the company’s strong soul and deep roots, with a firm focus on the future. This is a brand of connections, where science and sensitivity meet in the areas of neuroscience and rare illnesses, moving towards a better life for all. It is thus with great emotion that, in the name of the Ivity team, I welcome the new Bial brand, an honour to Portugal itself,’ says Carlos Coelho, President of Ivity Brand Corp.

The creative concept of the new Bial identity centres on the idea of the ‘bonds of life’ – the connections and relationships that represent the company’s commitment to the future, science, hope and knowledge.

The letter ‘a’ and additional graphic elements, which physically express the concept of bonds, are prominent in the communication. Designed with continuous, organic, free forms, these elements symbolise the connections between science and life, between past and future, between Bial and all those with whom it builds trusting relationships. Bial's new identity reflects the company’s ambition to keep growing as ‘Partners in Life’ – and for life – reinforcing its commitment to always being there for those it serves: patients, carers, health professionals, partners and society in general.