Merz Aesthetics, the world’s largest dedicated medical aesthetics business, announced the launch of the organization’s new corporate visual identity. The refreshed look underscores Merz Aesthetics’ commitment to putting the definition of beauty back into the hands of the individual through a vibrant and distinct color palette along with strong and joyful photography.

“It was important to create a cohesive and clear visual identity for Merz Aesthetics that reflects who we are and our purpose to fuel confidence,” said Bob Rhatigan, CEO, Merz Aesthetics. “Confidence is the higher order benefit of medical aesthetics. It drives everything we do to support our customers and patients. Launching this new visual identity reaffirms to our customers, employees and patients that we stand behind the shared vision of a more confident world.”

The brightness of the new visual identity—shades of orange, yellow, green, red and blue—is contrasted by minimalist black and white typography and enhanced by photography representing diverse ages and cultural backgrounds that highlight personal authenticity. They present confident poses and expressions that allow their individual beauty to stand out.

The launch follows Merz Aesthetics’ August 2020 announcement of Confidence to Be—the organization’s purpose-driven platform to fuel confidence by helping people look better, feel better and live better.

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