Brand Manifesto

WHO WE ARE

We are curious minds dedicated to human progress.
Science is at the heart of everything we do. It drives the discoveries we make and the technologies we create.

WHAT WE ARE MADE OF: OUR BRAND PLUS MODEL

The elements of our brand are encapsulated in our Brand Plus model. This model is the foundation of our brand and its expression. It must be used to guide and inspire how we communicate and engage with our customers and with each other. 

Why we are here: our purpose 
We live in a world of possibilities. A world where exploration and discovery are celebrated and considered fundamental to our progress. Our meticulous and research-driven approach, combined with a genuine care for people, delivers high-quality products that enrich lives and bring business success. We are curious minds dedicated to human progress. 
 
How we behave: our values
Our brand values of courage, achievement, respect, responsibility, integrity, and transparency inform how we behave and create our unique business culture that leads to long-term positive relationships. 
 
Who we are: our personality 
We express this unique culture through our brand personality. It shines through in our distinct look and feel; we’re bold and fresh and not afraid to go against the grain because we are groundbreaking. Our intelligence is expressed through a balance of curiosity and precision. And our positivity and care for others generates warmth and radiance. 
 
What we offer: our positioning
This positioning statement clearly defines our role as a partner: we’re here to empower people that want to make a positive difference by helping them to create a better world. Our long-standing experience and specialist expertise have built our reputation as a trusted partner. People and businesses with a desire to bring something new and positive to the world know that they can turn to us to bring their vision to life. 
 
Our future:
At the heart of our brand is our transformational brand idea: “Vibrant science and technology.” The smart and far-reaching technologies we develop for businesses and consumers globally improve lives by making things quicker, easier, and better. Our work is diverse and far-reaching: pioneering cancer treatments, best-in-class lab materials that support excellence in global research, or groundbreaking liquid crystal technologies that transform how we communicate. Our company applies science and technology to create a world that understands people’s needs and enriches their day-to-day lives.

WHAT WE ARE CALLED

We are a vibrant science and technology company. In the U.S. and Canada our three business brands are EMD Serono for our Healthcare business, MilliporeSigma for our Life Science business and EMD Electronics for our Electronics business. If we need to reference to our parent company in the U.S. and Canada it always has to be in the form of “Merck KGaA, Darmstadt, Germany”. In the rest of the world we are known as “Merck”.

HAVE A LOOK AT OUR BRAND ELEMENTS

Logo, Typeface, color, images, cells, strings, and M-crobes – all of these elements bring our brand to life.

Our Design Basics 

  • DESIGN BASICS

    Our brand is our most important asset. With our unique and vibrant brand design, we differentiate ourselves positively from our competition.

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  • TONE OF VOICE

    What we say and how we say it matters. Our verbal identity complements our visual identity.

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  • COMMUNICATIONS

    Communication is key. We speak with one voice and tell our stories across all channels.

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