Our brandline captures the special character of the Shire culture in its aspiration "To be as BRAVE as the
people we help". The brandline can be used with the logo in a specially designed lockup illustrated in the
next section. It can also be used as a standalone element.
Purpose statement
Shire's purpose statement, "We enable people with life-altering conditions to lead better lives", focuses
quite deliberately on the patients and carers who rely on Shire's treatments. There is no lockup for the purpose statement.
Mission statement
By 2015, Shire will be the most valuable specialty biopharmaceutical company in the world; we will achieve
this by exceeding our competitors' growth in $EBITDA, EBITDA profit margin % (on product sales) and return
on invested capital.
We will:
attain the #1 or #2 position in each of our chosen therapeutic areas, as measured by global market share
grow sales by 15% year-on-year on average over the course of 2009 through 2015
have 50% of sales come from outside of the USA and 25% of sales be from outside of the USA, Germany, Italy, Spain, UK, France and Canada.
We will achieve our goals by nurturing and strengthening our brave and collaborative culture, which differentiates
us from 'Big Pharma' and allows all our people to impact and shape our business.
We will encourage trust and openness in tackling business challenges.
We will avoid complacency and foster innovation by taking measured risks, actively experimenting, learning from
both success and failure and moving opportunistically into areas that grow our business.
There will be occasions when the use of the Shire brandline is appropriate. There are a number of lockups available depending on the application.
The preferred logo and brandline lockup is the centred version. However, ranged left and right versions are also available depending on the placement of the logo.
