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People using our group social media channels are customers, influential scientists, innovation partners, investors, potential employees, current employees, the media, and competitors. Such a broad audience requires subject matter to be written for laypersons and technical issues to be simplified to illustrate why the subject is important to a regular person. We have five main channels for social media, each of which serves a different purpose. 

If you want to open a new social media channel or create content, please be aware there are certain rules and guidelines which must be followed. See our social media guidance on EVA. To launch a new channel, please use the registration form provided there.

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All pictures that are posted have to correspond to our imagery style to keep a consistent and distinctive brand look that has a high recognition value.

Exceptional Times: In times of social distancing and rules to better protect ourselves and others, it is important that we take our responsibility as a company seriously and choose our communication material sensitively. Therefore, we have created the preliminary addition to the Media asset/ Video Guideline, which can be found here and needs to be applied.

If you have specific questions write to


If you use text on pictures or change the colors of the frames, please comply with the defined color combinations. Colors in photography should correspond to our colors.


If you use text on the pictures you want to post (e.g. to communicate a visual statement), please only use our fonts. No other fonts are allowed. 


What is “earned,” “owned”, and “paid” media and what does it mean for your digital strategy? 

  • Earned media
    Earned media is the online word of mouth, seen in the form of viral tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by third-party sites. It is a tool that guides people to your owned media. 
  • Owned media
    Owned media is any web property that you can control and is unique to your brand like your corporate websites and social media channels. The more owned media you have, the more chances you have of increasing your brand presence in the digital sphere. 
  • Paid media
    Paid media is a good way to direct traffic to owned media property. Paying to promotecontent can help get the ball rolling and createmore exposure.

Social media sites like Facebook, Instagram, Twitter and LinkedIn offer advertising formats that could boost your content. Before choosing a specific advertising tool, clarify if the focus is on the engagement of people or on creating a greater reach by placing the ad.  


Follow these rules when you find pictures, videos, or statements on other sites that you want to use for social media. 

Make sure that the origin of the post is obvious. 

  • Share the post with the share function. 
  • Alternatively, copy and paste the link of the site where you found it. 
  • Never download a picture and upload it again as if it was yours. This is a violation of our copyright standard. Furthermore, the quality of the picture gets worse, and the picture style probably doesn’t fit in with the photographic language of our company.

Explain the background – why this post is interesting for our company and what is the connection to it? 

  • Explain it in a maximum of three sentences. 
  • Use your description to give more links.

Posting several pictures
Please keep in mind that you should give every picture in a picture gallery a short description to maintain the connection. Otherwise they will look incoherent when you look at them later.

See the following sharing examples.


To guarantee a consistent brand look, there are predesigned frames that can be superimposed onto a picture. Of course you can also create your own design.

All examples include our logos or the Vibrant M to brand the content. 


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.

Creating deliverables for outside of the U.S. and Canada?

Then go to our Additional Information section and find specific social media information for creating deliverables for outside U.S. and Canada there.


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

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    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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    Our photos are vivid. Whether single people, objects, or a composition, they always transport meaningful messages.

    Learn more

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