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Logo & Vibrant M

When using the two elements in a film or animation, the general rules for our logos and the Vibrant M apply. When producing video content for us, it is important to clearly identify the produced films with our business logos or company name.

Start and end frames 
For the intro and outro of your movie, we provide animated start and end frames in the resources section at the end of this page. The start and end frames are delivered in three different cell types, which need to be the same for the start and end of your movie  This also applies to the colors, which should be the same for the intro and outro. As long as you choose an animation with cells, vibrant and rich are the colors of choice, since logos are not allowed to be colored in sensitive colors. The animations provided seamlessly merge into the footage, so it is important to make sure the first scene of your movie fits together with the intro and does not make it less visible. Choose a first shot that contrasts with the animation and its colors. Its duration should be long enough that there is no need to cut while the start or end animation is running. 

Whenever we use the business logos of EMD Serono, MilliporeSigma, or EMD Electronics in the U.S. or Canada, we must always include our descriptors.

Serious content
If you create a movie that has serious content, we recommend using an intro and outro in sensitive colors with no cell animations.  

If there is no way at all to match footage (with content that is not too serious) with the cell animations, you can also choose an intro and outro without cells. In this case, make sure to choose rich and vibrant colors.  

Combining with sound 
The start and end frames are designed in a way to make it possible to start the original sound of the film while the animation is still running and also to bring the outro in line with the sound of the film. There is no intention to add sound effects to the intro and outro, so please refrain from doing so. 

Please note 
We recommend using our start and end frames, so you can make sure to be brand-compliant. 

Corner Bug

A corner logo, also known as a corner bug, operates like a watermark to identify the brand while the film is running. So besides start and end frames, this is another possibility to clearly identify our moving images content as such. Corner bugs can help prevent others from using scenes or individual screens out of context, which makes them especially useful when videos are published on social media.  

As soon as the start animation has finished, the corner logo appears in the upper right corner where it remains optional for the rest of the video. It appears quickly and simply and at least three seconds after the intro has finished. It disappears at least three seconds before the start of the end animation. The color of the corner logo depends on the colors you choose for the start and end frames.

Please note  
When a corner bug is used, however, it must be adapted to reflect the rules for the country where the video is being shown.  If you are producing for the U.S. or Canada, or if the material is to be used there as well, the respective business logos must be positioned in the corner due to the differing naming conventions.  


Lower Thirds

A lower third is a graphic overlay placed in the lower area of the screen that explains the name and function of a person or presents important information in a concise format.

Lower thirds and individuals
A lower third explaining the name and function of a person is usually displayed immediately after the person starts speaking for at least three seconds. The name, in a heavier font weight, is displayed above the function, which is displayed in a lower font weight. After identifying the person with a lower third once, it is not necessary to show the same lower third again for the rest of the movie.

Lower thirds and information
A lower third displaying important information appears directly with the spoken or visualized information in the moving image and remains for at least three seconds.

The style of a lower third depends on the style you chose for start and end frames and the color combination of these. That means, for example, if you decide to use start and end frames with organic cells, your lower thirds should have the same color and style as the organic cells. There are two options – vibrant or stringent – and both should be consistent in terms of the cell types. The vibrant version might be used for lighter topics and the stringent version for more conservative, serious topics.  

We recommend using the provided files of cells in the resources section, but you can also create your own style with the templates you can find here. Please see the examples below for more information and inspiration on finding the right style.

Perfect position
The information displayed supports the image and the story, so you should never cover up important areas of the image. Depending on the frame, the lower third should appear at the lower left or right edge of the frame. Try to find balanced ratios between text and image and select the position according to the person or information in the image. When it contains information on people, the lower third should be positioned on the opposite side to the speaker. This means that when the speaker is on the left side of the frame, the lower third will appear on the bottom right edge, for example.

Layout and fonts
The content font for lower thirds is always Verdana. Never use the M-font in combination with lower thirds. The size of a lower third is determined by the length of the headline and subline. The headline or main information is set in Verdana Bold and the subline is set in Regular. The layout should be well balanced so please maintain sufficient space with the borders.

Start and end frames without cells
When producing a movie with start and end frames without cells, for example for serious content, there is no basis for choosing cell types for lower thirds. In this case, please decide independently what is best, but use a version that is suitable for the content, for example for serious content use lower thirds with a stringent style and don’t mix the cell types. Also continue to use the same color combinations.


Choose the right font 
To use its visual strength fully, our M-font should only be used for short headlines or individual highlighted key words in your videos and animations. Please only use the M-font as an eye-catcher to point out selected information.  
Headlines and eye-catchers
The title of a film or specifically highlighted information such as key phrases or key words can be placed boldly and prominently in the image. It should stand out well against the background. The color scheme must be based on the colors chosen for the start and end frames. Please make sure that there is always enough space between the m-font and our logos. For further guidance, take a look at typography.

You can also use the M-font in combination with the Verdana font, for example for the credits section of a video, legal descriptors or to create a hierarchy when showing a lot of information. For the animation of text, you should also consider our motion principles.  Motion graphics should not contradict the key message but rather emphasize the meaning or message. When animating type please make sure that it is still legible and that the timing of the animation is fit for reading and processing information on screen. For social media video (video format 1:1 or 16:9) it might be helpful to use one keyword instead of a key phrase.

As mentioned before, subtitles should always be in Verdana. When producing videos for Asian markets, please put your subtitles in the Noto Sans font.
To ensure optimal legibility, the usually white font should have a drop shadow or be supported by a black transparent box if the background is too busy. Subtitles always have to be positioned at the bottom of the frame, whereby the number of two lines of text per caption should not be exceeded. When creating subtitles, make sure they sync up with the spoken words.


In moving images, cells are mainly used as background for text, like lower thirds. They can also be inserted as part of the backdrop within a live action shot or be used as a graphical element within motion design. In this case, cells are never static, but the animation adds to their vibrant character. Please make sure that the cells are not used as decorative elements, but instead have a clearly defined function. They help to organize and structure content. When animated, they should never seem “frazzled.” 
Please note
As you already know, cell types never mix. We recommend using the same cell type for the whole movie as the cell type you chose for the logo animation. But we could also imagine using cells for separation and structuring, for example within longer films having a different cell type for each chapter.

Cell animation
Cells are to be animated in line with their physical characteristics. To ensure the animations match the brand image, please remember our motion principles.  


Within a movie, strings help to draw attention to specific things and create a sense of motion within a special framework. Strings also add dynamism: they can move, slither around, and alter the perspective.
Strings are endless
Please always make sure that the strings form a closed endless loop. This means that by animating a string it has to result in a closed shape. The animation can only end if the string is closed.

If there is only a portion of the string visible in the frame, it is essential to use animation to make the string seem to form a closed shape together with the parts outside of the frame. Have a look at our strings for more information. To ensure correct animation, please follow the motion principles.

Strings are colorful
As you may already assume, the color composition of the strings depends on the colors you have chosen for the logo animation.  


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 moving images information for creating deliverables for outside U.S. and Canada there.


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