Narrative

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THE ESSENCE OF
WHO WE ARE

We are a vibrant science and technology company:

In 2015 we dared to take a radical evolutionary step by launching our new brand identity with a clear message: we are unique and vibrant – and finally, the world can see it. But seeing is not enough. The world also needs to hear our story to truly perceive us as a vibrant science and technology company. Through interviews with key stakeholders, surveys, trend mapping, and additional research, we’ve spent time getting our corporate Narrative just right.

It captures the true essence of our company in words. It’s time to speak with one voice to fulfil our ambition of becoming the vibrant science and technology company. Our Narrative is intended to help us do just that when describing who we are, what we do, and why we exist.

On this page, you can become more familiar with our Narrative, learn more about its versions, and find out how to use it for your daily work.

Any questions regarding our Narrative?
branding@emdgroup.com 

Elevator Pitch video – 2021 version


HOW IT WORKS

THE PURPOSE OF OUR NARRATIVE

The purpose of our Narrative is to help us tell our story in a way that differentiates us from our competition. We hope it makes your life easier by helping you talk about our company in a compelling and consistent way.

Our Narrative exists in three versions:

OUR MASTER
NARRATIVE

The Master Narrative is the core of who we are. It’s what you would use when asked for a broad overview of who we are, what we do, and where we are going. Our Master Narrative should be the primary Narrative used and is the basis for the Elevator Pitch and the Long Form.

Examples of where to use it:

  • Presentation to new employees
  • Editorial piece or in a company brochure
  • Promotional film

OUR ELEVATOR PITCH

The Elevator Pitch is the 40-second version of our corporate Narrative. You’d typically share it in a conversation with a potential employee, customer, journalist, investor, or politician. It tells people who we are and why we exist, clearly and concisely.

Examples of where to use it:

  • Job description
  • Briefing document to a journalist or an analyst
  • Our social media profile

OUR LONG-FORM

The Long Form will rarely be used in its entirety, but rather in parts to suit your needs. By giving more space to what each of the businesses do, the Narrative can focus more specifically on a certain business as opposed to all three at the same time.

Examples of where to use it:

  • Speech at a conference
  • Town hall meeting
  • Presentation to a new customer

FAQ

Currently, the US-CAN Master Narrative, Elevator Pitch and the Long-form Narrative are available in English only. 

Resources

Using Company Brand Assets

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.

  • TONE OF VOICE

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

    Learn more
  • SOCIAL MEDIA

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

    Learn more
  • BRAND MANIFESTO

    We are a vibrant science and technology company. What does that mean?

    Learn more

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