ATTENTION!

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.

Subbranding outside U.S. & CAN

WHAT IS A SUBBRAND?

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.

CREATING A SUBBRAND

Inspiring initiatives
We do not allow other logos besides corporate or product logos. In order to still give our subbrands the right amount of visibility, we combine the name with a Vibrant M. If you want to add a unique flavor to your subbrand, you should create a new Vibrant M for it, inspired by the purpose of the activity. For further details, see Vibrant M

  • The size of the Vibrant M should be at least twice the size of the M in the Merck logo. These two should always be used together in a layout, see Using a Subbrand below.
  • The name and subtitle (if any) of the subbrand is typeset in Verdana and aligned flush left to the right of the M. Never use the M-type for the name of the subbrand.
  • The distance between the M and the text is one-tenth of the width of the M. 
  • Divide the height of the M into six to give you the eight main baselines for the subbrand text plus one boundary line at the top. Please add – in a space one-sixth of the M height – two more baselines at the bottom. Place the subbrand text within this baseline grid. With very short names, the font size can be increased. The lines act as a guide. 
  • The colors used for the name of the subbrand are the same as the corresponding Vibrant M. A maximum of two colors are used for the name.
  • If you need to have more impact for your subbrand, place it on a contrasting background or use cell shapes to emphasize it. 
  • Note that the use of subbrands in e-mail signatures is not permitted.

Before using any new subbrand, please get approval from the Branding Team:
branding@emdgroup.com 

Using a Subbrand

A subbrand must always be used in conjunction with the Merck logo. 

It should be placed as far as possible from the logo. For further information on the logo positioning, please have a look at our logo section. If it is not possible to use both the logo and a subbrand, our corporate logo should always be present. 

  • SOCIAL MEDIA

    Guiding you through the jungle of social media, its specifications and building assets to use in each channel.

    Learn more
  • PRINT APPLICATIONS

    We help you find the right balance between inspiration and information when creating print materials.

    Learn more
  • LOGO

    The logo is the heart of our brand. It should always be displayed as prominently as possible.

    Learn more