Use this section only if you have been specifically tasked with creating materials for outside of U.S. and Canada. For guidance within the U.S. and Canada please return to the general Brand Hub content.
Our logo is our name written using distinctive lettering. It must stand alone on every item we produce. It should always be displayed as prominently as possible. Treat it with care! And never play with the word “Merck” or the Merck logo. Never modify or add to it.
If our name appears in a headline, “Merck” has to be inserted as a logo file. Office applications are an exception. If our logo appears in a Word, PowerPoint, or Excel document, “Merck” can be typed out. Be sure to write each letter in the correct way – the “R” in the Merck logo is a capital letter!
In URLs, we always write “Merck” all uppercase:
In the U.S. and Canada, these businesses have their own logos and we do not use “Merck” standing alone or the logo. If we need to refer to our parent company this has to be in the form of “Merck KGaA, Darmstadt, Germany”. If we refer to our U.S. and Canada businesses, we use our three business names: EMD Serono, MilliporeSigma, and EMD Electronics. In the U.S. and Canada, these businesses have their own logos and we do not use “Merck” standing alone or the logo.
Whenever we use the business logos of EMD Serono, MilliporeSigma, or EMD Electronics in the U.S. or Canada, we must always include one or more of the following phrases (also known as “descriptors”):
Certain rules apply when using these descriptors in the U.S. and Canada:
It is important to clearly and properly present and convey our name and brand in the marketplace, at trade fairs and conventions, in advertising, or when working with customers.
To help you with this we have developed a graphic that will guide you through your decision and help you to choose the right language and the right logo.
We do not use “Merck” as a stand-alone name or logo in the U.S. or Canada.
Please bear the following in mind: products marked with “Merck” may only be used outside of the U.S. and Canada. This also includes displaying promotional items in public.
There’s an exception for correspondence and business cards. Each subsidiary may use its regular, domestic stationery, carrying its logo, for its worldwide correspondence. There’s no need for different letterheads or separate stationery. The same exception applies to the use of business cards worldwide.
For further information, read the e-mail signatures and business cards guideline.
Or you can reach out to us via email@example.com.
We are not just another corporate B2B brand, so our logo comes in four vibrant and four rich colors. None of these colors take priority or have any specific meaning.
In fact, it is important that all the colors are used evenly across our identity to create variety. It is OK to have a favorite one, but make sure you use the others across all of your projects too.
Each color creates a different feel, especially when used with background colors. Always make sure you choose a color that stands out well and supports your message.
We do have a black logo and a white logo. They’re not exactly vibrant though and so do not express what we stand for. They should only be used when no other colors can be used, such as for technical reasons, or in the case of black-and-white advertisements or forms.
Default rule for logo positioning: top right
Our logo usually appears on the top right-hand side of any item to distinguish it from all other elements on the page and emphasize its appearance clearly as a logo.
The width of the margin is equal to twice the height of the “M” from our logo, all around the page.
We call the area around our logo, into which no other element can be placed, the “clear space area.” This area is defined by twice the height of the “M” all around as shown.
The clear space area is important to protect our logo, ensuring it always stands out. There is also a legal requirement that our logo be separated in this way, so please keep the logo clear space area free of any other elements.
In digital applications, the position of the logo can vary as space allows.
In apps, it is sometimes in the center of the header bar; in internal systems (such as EVA), it is sometimes on the right-hand side. However, always be sure to position the logo at the top in your application. If you have any questions regarding any website and/or microsite application, please feel free to contact our digital media team: firstname.lastname@example.org.
Our PowerPoint templates are another exception: there our logo is in the bottom right.
One rule that applies in all areas, however: our logo is never placed in the bottom left.
What size should our logo be? The correct size for our logo has been set for commonly used formats and is listed here.
|Height of M within Logo||Distance Margin|
|A5||5.5 mm||11 mm|
|A4||8 mm||16 mm|
|A3||11.5 mm||23 mm|
|A2||16 mm||32 mm|
|A1||32 mm||64 mm|
What about other formats?
If you are working with a different but similar format, such as US Letter, always use the nearest match (in this case, A4). If you need to use our logo on a completely different format, there is a simple rule you must use to establish the recommended logo height. Simply measure the page diagonally and divide the result by 45, rounded up to the nearest 0.5 mm if necessary. This gives you the height of the “M” in the Merck logo. (If your logo has two lines then make sure to measure the “M” and not the whole logo height.) With unusual or extreme formats, use a visually appropriate logo size.
How small can our logo get?
Whatever the dimensions of your application are, the logo must be at least 3 mm high and the font size must be at least 16 pixels (px). In exceptional cases you can use our initial, which is explained later in this chapter. Remember that the smaller our logo is, the more important it is that a clear color combination is used.
We use the Initial M in cases where there is only limited space.
However, the M should not be used as another logo. Only use the Initial M in situations like a browser favicon or a smartphone app icon – when there isn’t enough room to fit the entire logo of the business in. Or when print and production restrictions require it (also in physical products).
Because our logo is a word, and especially because it uses our own distinctive lettering, it is important that people don’t mistake it for text. In order to prevent this, never locate text too close to our logo.
Ensure the logo is always both a different color and a different size to the headline written in the Merck typeface.
Always ensure that text in the M-type is placed at least three times the height of the “M” away from the logo on all sides. This is a larger distance than the general clear space rule. Following these rules will make sure our logo is always distinct from any other text on the page.
Never modify our logo: do not rotate or distort it, and do not add shadows, outlines, or 3D effects. We also never use sensitive colors for our logo.
Compressing, stretching, distorting
Changing the letter spacing
3D or shadows
Inserting patterns or images
Combining with the Vibrant M
Never play with the Merck logo.
Never play with the word “Merck”.
A subbrand is a brand that is subordinate to our corporate logo, and which never appears as a stand-alone logo. Subbrands are always displayed with our corporate logo. They can only be created for internal projects, bodies, offices or units outside the usual business structure.
Any use of Company Brand Assets is subject to our Brand Hub Terms and Conditions.
Please be aware that Merck KGaA, Darmstadt, Germany (“Company”) is not allowed to use the trademark “Merck” in the U.S. and Canada. Furthermore, Company’s name may only be used in the following format “Merck KGaA, Darmstadt, Germany” and in simple, non-stylized font and never close to any logo in the U.S. and Canada.
If Company Brand Assets downloaded from the Brand Hub are to be used in or targeting the U.S./ Canada please make sure to comply with these requirements. As a registered Brand Hub user please visit the Brand Hub Logo and Company Name Section for more detailed information.
If you legitimately share Company Brand Assets with other users, you must make sure that the sharing recipient is aware of these restrictions, our Brand Hub Terms and Conditions as well as any applicable Design Basics and Appendix Guidelines.
As the sharing recipient you must ensure with the person sharing the Company Brand Asset with you that you are complying with aforementioned restrictions as well as with any applicable Design Basics and Appendix Guidelines. You are furthermore bound by our Brand Hub Terms and Conditions.
For any questions please get in touch with our Brand Help Desk.
By downloading the file you accept and agree to the above.
Different assets and guidelines for the U.S. and Canada
In the U.S. and Canada we operate under different business names. Different names mean different assets and guidelines – please take a look at our U.S. and Canada version of this page.
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