In the U.S. and Canada our three businesses are EMD Serono, MilliporeSigma and EMD Electronics. These businesses have their own logos, that are shown here below.
In URLs, we always write “EMD” all uppercase, for example:
Whenever we use the business logos of EMD Serono, MilliporeSigma, or EMD Electronics in the U.S. or Canada, we must always include one or more of the following phrases (also known as “descriptors”):
When all three business logos (EMD Serono, MilliporeSigma, and EMD Electronics) are used, make sure to use the following descriptor:
Certain rules apply when using these descriptors:
If you talk about our businesses in the U.S. and Canada in general, please use all three business logos and make sure to use the respective descriptor.
Exception: If the layout doesn’t provide you with enough space for all three business logos, you may use the Vibrant M.
Do not use all three logos if you are talking about one or two specific businesses only.
It is important to clearly and properly present and convey our name and brand in the marketplace, at trade fairs and conventions, in advertising, or when working with customers.
To help you with this we have developed a graphic that will guide you through your decision and help you to choose the right language and the right logo.
We are not just another corporate B2B brand, so our logo comes in four vibrant and four rich colors. None of these colors take priority or have any specific meaning.
In fact, it is important that all the colors are used evenly across our identity to create variety. It is OK to have a favorite one, but make sure you use the others across all of your projects too.
Each color creates a different feel, especially when used with background colors. Always make sure you choose a color that stands out well and supports your message.
We do have black and white logos. They’re not exactly vibrant though and so do not express what we stand for. They should only be used when no other colors can be used, such as for technical reasons, or in the case of black-and-white advertisements or forms.
Default rule for logo positioning: top right
Our logo usually appears on the top right-hand side of any item to distinguish them from all other elements on the page and emphasize their appearance clearly as our logo.
The width of the margin is equal to three times the height of the “M” from our logo, all around the page.
We call the area around our logo, into which no other element can be placed, the “clear space area.” This area is defined by three times the height of the “M” all around as shown.
The clear space area is important to protect our logo, ensuring it always stands out. There is also a legal requirement that our logo is separated in this way, so please keep the logo clear space area free of any other elements.
Default rule for logo positioning with three business logos: top right
Our logos usually appear on the top right-hand side of any item to distinguish them from all other elements on the page and emphasize their appearance clearly as logos.
The width of the margin is equal to four times the height of the “M” from our logos, all around the page.
The distance between the three logos is equal to twice the height of the “M.” The sequence of the three logos is clearly defined in this order: EMD Serono, MilliporeSigma, and EMD Electronics. Do not use the combination of all three business logos outside the U.S. and Canada. If you are talking about one or two specific businesses only, do not use all three logos.
In digital applications, the position of the logo can vary as space allows.
In apps, it is sometimes in the center of the header bar; in internal systems (such as EVA), it is sometimes on the right-hand side. However, always be sure to position the logo at the top in your application. If you have any questions regarding any website and/or microsite application, please feel free to contact our digital media team: firstname.lastname@example.org.
Our PowerPoint templates are another exception: there our logo is in the bottom right.
One rule that applies in all areas, however: our logo is never placed in the bottom left.
What size should our logo be? The correct size for our logo has been set for commonly used U.S. formats and is listed here.
|Height of M within logo||Page margin|
|US Half Letter||3.5 mm||11 mm|
|US Letter||5 mm||15 mm|
|US D Poster||15 mm||45 mm|
What about other formats?
If you are working with a different but similar format, always use the nearest match. If you need to use our logo on a completely different format, there is a simple rule you must use to establish the recommended logo height. Simply measure the page diagonally and divide the result by 67, rounded up to the nearest 0.5 mm if necessary. This gives you the height of the “M” in our logo. (If your logo has two lines then make sure to measure the “M” and not the whole logo height.) With unusual or extreme formats, use a visually appropriate logo size.
How small can our logos get?
Whatever the dimensions of your application are, the logo must be at least 3 mm high and the font size must be at least 16 pixels (px). In exceptional cases you can use our initial, which is explained later in this chapter. Remember that the smaller our logo is, the more important it is that a clear color combination is used.
What sizes should our logos be when all three are used? The correct sizes for our logos have been set for commonly used U.S. formats and are listed here.
|Height of M within logo||Page margin|
|US Half Letter||3 mm||11 mm|
|US Letter||3.8 mm||15 mm|
|US D Poster||11 mm||45 mm|
What about other formats?
The correct size for our logos has been set for commonly used U.S. formats. If you are working with a different but similar format, always use the nearest match. If you need to use our logo on a completely different format, there is a simple rule you must use to establish the recommended logo height. Simply measure the page diagonally and divide the result by 93, rounded up to the nearest 0.5 mm if necessary. This gives you the height of the “M” in this case.
How small can our logos get?
Whatever the dimensions of your application are, the logo must be at least 3 mm high and the font size must be at least 16 pixels (px). In exceptional cases, you can use our initial, which is explained later in this chapter. Remember that the smaller our logos are, the more important it is that a clear color combination is used. Please make sure, that you use the same color for all 3 business logos.
Because our business logos are words, and especially because they use their own distinctive lettering, it is important some people don’t mistake them for text. In order to prevent this, never locate text too near to our logos.
Ensure the logos are always both a different color and a different size than the headline written in the M-font.
Always ensure that text in the M-font is placed at least five times the height of the “M” away from the logos on all sides. This is a larger distance than the general clear space rule.
Following these rules will make sure the logos are always distinct from any other text on the page.
We use the Initial M in cases where there is only limited space.
However, the M should not be used as another logo. Only use the Initial M in situations like a browser favicon or a smartphone app icon – when there isn’t enough room to fit the entire logo of the business in. Or when print and production restrictions require it (also in physical products).
Never modify our logo: do not rotate or distort it, and do not add shadows, outlines, or 3D effects. We also never use sensitive colors for our logo.
Compressing, stretching, distorting
Changing the letter spacing
3D or shadows
Inserting patterns or images
Combining with the Vibrant M
Do not use the M-font for legal entities, business units, franchises, or departments.
A subbrand is a brand that is subordinate to our business logos, and which never appears as a stand-alone logo. Subbrands are always displayed with our business logos. They can only be created for internal projects, bodies, offices, or units outside the usual business structure.
Watch this brief explanatory video to see how to make best use of the generator to apply our business logos in the right manner.
Please note: to enjoy the full functionality of the generator, use the Google Chrome browser. Thank you!
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.
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