|Brochure (A5, landscape)||12/12||3 mm|
|Brochure (A5, portrait)||12/12||3 mm|
|Brochure (A4, portrait)||12/12||4 mm|
|Brochure (DIN long)||6/12||3 mm|
|Ad (A5, landscape)||12/12||3 mm|
|Ad (A5, portrait)||12/12||3 mm|
|Ad (A4, portrait)||12/12||4 mm|
|Poster (A3)||12/12||6 mm|
|Poster (A3)||12/12||6 mm|
|Poster (A2)||12/12||9 mm|
|Poster (A1)||12/12||12 mm|
|Roll-up banner||6/12||30 mm|
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.
PRINT IN GENERAL OUTSIDE THE U.S. AND CANADA
The positioning of our logo.
In general, our logo is positioned in the top right. The same rule applies for print applications. For more information on the logo position, please visit our Logo section.
Easy creation without special software.
Do you want to create a print application in our corporate design? An easy way to do so is to use our Brand-it tool (access Brand-it). Here, you can choose a template, enter your content and admire the result. We have a lot of templates for you in place.
Using Adobe InDesign templates.
Do you have your Adobe creative tools at hand? You can find some basic InDesign templates as a starter set in the resource section below. If you use the templates as a base and change them in terms of design to suit your needs, please get your redesigned print applications approved by the Branding Team (branding@EMDgroup.com) to ensure brand compliancy. And if you want to create your own print application from scratch, have a look at our design basics. Do you already know them like the back of your hand and only need some more help on how to build your layout?
You can have a look at our grid section to get some ideas about how to structure a print application.
If you need more design guidance, send your draft to the Brand Help Desk for support.
Our brand is colorful and dynamic. However, in cases where the information content is high, we introduce white into the color scheme, for greater contrast. A large amount of white also supports legibility when reading greater amounts of information. This means: the amount of white increases through the levels of information. An entire brochure in solid color would start to lack dynamism, so using different amounts of white creates flow and contrast.
Generally, the use of white increases as the amount of information increases.
Prominent branding touch points like title pages or website headers work on the inspirational image level. This design is very colorful, with no white space.
See best practices
In cases where the information content is high, we introduce white into the color scheme, for greater contrast.
See best practices
A large amount of white also supports legibility when reading greater amounts of information. This means: the amount of white increases through the levels of information.
See best practices
Solid-colored cells are used to structure the ad layout. There is dominant use of M-font.
Cells containing a photo and a headline.
Prominent use of string, color, and M-font.
Cells within cells creating depth.
Full-bleed image cover with Vibrant M.
Photo within a large single cell shape and prominent use of the M-font for the headline.
White space begins to play a role, holding more detailed information. We tend to zoom in on cells through the levels of information. The title in the M-font is spread over three lines in a large size, creating graphic interest. Verdana can be colored black for practical reasons.
White pages are seen alongside color pages. Simple Verdana type styles make text easy to read, while the M-font isn’t used. Subtle picture boxes with rounded corners allude to the shape of cells.
The string and product are effectively interacting. Detailed information is in the white area.
Increasing use of white space, but with strong highlights incolor.
White areas become more dominant than colored areas as the level of information increases.
Large-scale cells frame the newsletter’s key stories. Type is well structured using the grid, allowing breathing space between the articles.
Color is effectively used to highlight quotes, page titles, and charts. Simple Verdana type styles make text easy to read, while the M-font isn’t used.
The grid is an invisible structure for creating layouts, positioning our identity elements and type.
- We generally use a 12-column grid because it gives us lots of flexibility and options.
- Narrow formats use six-column grids.
- Using 12 vertical rows increases flexibility and allows for the consistent use of hanging lines.
The A4 and A5 portrait grid is shown here. Grids for other formats are included within each template.
GRIDS IN USE
These examples show the flexibility the grid offers and how it can be used in different ways. Notice the various ways in which type can be positioned on it and the various type column width configurations.
Gutters: 3 mm
Gutters: 4 mm
Gutters: 12 mm
Gutters: 3 mm
Type can be used to great effect within literature. The way we use and combine our bespoke M-font and Verdana allows for lots of expression and flexibility to suit the levels of information and reflect the nature of each item.
Type with character
The M-font has a more dominant use at the inspiration level, which lessens and is used sparingly at the information level.
See our typography
The reliable font that's already on your computer
Aim to create logical type hierarchies with Verdana to help the reader navigate documents. Be mindful of size, weight, and color. Fewer type styles are often more logical and effective. The range of template examples shown here give an idea of what’s possible.
The templates include preset type styles called “Paragraph Styles.” The M-font Paragraph Styles are set at different sizes for each template. These sizes align with the gridmargins at different points allowing for dynamic layoutsaligning to the distinctive letter forms. Our presets are a guidance, if you need more Paragraph Style options, feel free to create new ones and adjust them to your needs.
See our resources
These examples show the positioning areas for our logo and title or headline. Literature items have to have our logo in the top right. That’s where audiences expect to find it.
It is an easy way to create standard materials like posters or flyers and soon also online assets without special software for and by our employees. Adapt templates fast and easily to your individual needs.
MDG Print Applications InDesign Templates
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.
The logo is the heart of our brand. It should always be displayed as prominently as possible.Learn more
We want you to become our brand ambassadors. Gain a deeper understanding of our brand and be able to apply it in your everyday role.Learn more
HELP & CONTACT
Browse through our collection of FAQs or check our contact list – you might find the information you are looking for there.Learn more