Logos

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U.S. AND CANADA

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: 

  • EMDgroup.com
  • EMDgroup.com/praziquantel

THE DESCRIPTORS

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”):

  • The Healthcare business of Merck KGaA, Darmstadt, Germany operates as EMD Serono in the U.S. and Canada.
  • The Life Science business of Merck KGaA, Darmstadt, Germany operates as MilliporeSigma in the U.S. and Canada.
  • The Electronics business of Merck KGaA, Darmstadt, Germany operates as EMD Electronics in the U.S. and Canada.

When all three business logos (EMD Serono, MilliporeSigma, and EMD Electronics) are used, make sure to use the following descriptor:

  • The businesses of Merck KGaA, Darmstadt, Germany operate as EMD Serono, MilliporeSigma, and EMD Electronics in the U.S. and Canada.

Certain rules apply when using these descriptors:

  • They should never be placed in the direct vicinity of the logo or in such a way that they could be mistaken as part of the logo; please always place them as far away as possible.
  • Descriptors must always be written in a small, plain, simple font, with all words in Verdana (never in our M-font) in the same size.
  • Never make the descriptor bigger than any actual brand names or logos on the same page.
  • Do not include any design elements or the logo next to the descriptor.
  • Do not emphasize or highlight the descriptor in color in any way.

HOW TO USE OUR BUSINESS LOGOS

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. 

GETTING IT RIGHT

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. 

STILL UNSURE?

If you are creating deliverables for outside of U.S. and Canada, please go to the Additional Information section for more information or please contact us via branding@emdgroup.com.

OUR COMPANY NAME

Our company name is not our logo!
Please refer to our company name section for further information on the usage of our company name. 


COLORS

The Future is a colorful Place

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. 

A BLACK-AND-WHITE EXCEPTION

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.


LOGO POSITIONING
ONE BUSINESS LOGO
THREE BUSINESS LOGOS

LOGO POSITIONING IN DIGITAL MEDIA APPS

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: webteam@emdgroup.com.

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. 

SIZE OF ONE BUSINESS LOGO

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. 

SIZE OF THREE BUSINESS LOGOS

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.

LOGO AND TYPE

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.

SMALL SIZES

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). 

DON'TS

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.

WHAT IS A SUBBRAND?

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. 

Our internal corporate subbranding 

Not sure how to use our Generator?

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!

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.

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

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

  • VIBRANT M

    It is our symbol for everything that unites us, a global identifier.

    Learn more
  • CORPORATE BRANDING

    Presenting ourselves: the strong brand design is our opportunity to tell our story in our way.

    Learn more
  • ILLUSTRATIONS

    Memorable and meaningful: our illustrations tell complex stories in a simple way.

    Learn more

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