Novartis’ predecessor company, Geigy, was a trailblazer, shaping the global perception of Swiss design in the 1950s and 1960s through its renowned in-house graphics department. A legacy that was gradually lost through mergers and transformations – until now: We rediscovered this hidden treasure, digging into the company’s archives to revive its rich visual heritage for today. The result is a modular design system that creates clarity, builds trust, and brings scientific innovation to life. Across every touchpoint, worldwide.

Drawing on Fred Troller’s iconic illustrations, groundbreaking infographics, and the minimalist packaging created by Max Schmid, we developed a distinctive, contemporary visual language. Our aim was to unite human warmth with scientific precision to create lasting impact. A look that is truly ownable for Novartis, as it is rooted in the company’s heritage and the spirit of its visionary people.