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Most people use Twitter for quick, up-to-date news and information, so the content should be newsworthy, interesting, and simple. Post statistics, quotes, and links to reports and blog posts that are relevant to our audience. Links and graphics allow you to give more information when necessary. 

Our channel on Twitter:



Cover photo 
There are multiple options when it comes to creating a Twitter cover photo: 

  • Use a photo featuring the our logo (as in the “photo” example) 
  • Create a cell design (as in the “cells” example) 
  • Create a combination of a photo in our style and cells (as in the “cells with photo” example) 
  • Create a statement with strings (as in the “string” example) 

Integrate our official logo to brand the channel. Do not place important parts (like logos, text, or faces) too close to the top or bottom, as Twitter automatically cuts off parts during the responsive scaling of the cover photo. Always check the uploaded cover photo and optimize it if necessary. 

Profile picture 
Less is more. The profile picture consists of an Initial M and a solid background in our colors. Which two of our colors are used depends on the colors of our logos in the cover photo. Ensure that the same colors are used for our logos and for the Initial M to create a visual connection. If you change the cover photo, always check if the colors of the profile picture need to be updated. 


Important information about pictures, typography, colors, and templates are documented within the Social Media section. If you want to use templates, you can find them here.

Good to know: 
If a posted photo integrates text or graphic elements, it is highly recommended to save the picture in PNG format for a better visual quality.


Channel specifications
Channel and media specifications are changing constantly on Twitter. Have a look at the Twitter Business page as a resource for tips, troubleshooting and guides. 
View Twitter for Business (external link)

Ad specifications
Twitter has guidance for multiple advertising types. Check the external guides provided by Twitter, which outline the requirements for advertisements in each format and placement. 
View Twitter Ad Guide (external link) 

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 the U.S. and Canada here.


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 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.


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

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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 narrative captures the true essence of our brand in words. Its purpose? To help us tell our story. 

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