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When we draw a loop or path around content to emphasize it, we use a special illustrative style to create a string. Strings add energy and call attention to things in a way that is unmistakably our way. 

Strings are always colorful and distinctive with a playful energy. They are made out of a single line and a simple shape. We have created some for you to use, but many more styles can be made. They work especially well in combination with a headline. 

Combining the endless directions a string can take with all our different patterns creates a wide range of possible colorful expressions.


  • Strings are endless
    They do not have loose ends. If an entire string cannot be seen on the page, it should appear obvious that its ends join up out of view. 
  • Strings are effortless
    The path a string takes should feel flowing and uncontrived. Any sharp corners should be rounded off.
  • Strings are energetic 
    The pattern applied to a string should energize it and create a sense of vibrancy. Strings are never simple lines or basic stroke effects. 
  • Strings are electric 
    Strings always use at least three colors to ensure bold color impact. The brighter these are against the background color, the more the string will stand out. To create a string with more sensitivity, one of the three colors can be the same as the background, but strings must never use fewer colors than that.


Strings can encircle text or images to catch attention and add energy to messages. Strings can also connect elements by flowing around them both. 

The layout must feel natural – text and images can overlap the string if necessary, but the string should never interfere with the legibility of text or the clarity of an image. 

Please use only one string shape per page or item.

The choice of shape for the path of the string is important. For a dynamic bold message, a more geometric shape might be used. For an emotional message, a more organic shape might be appropriate. The path a string takes is drawn specifically each time, so there is an opportunity to emphasize the message by drawing a shape related to the content. 

In addition, the pattern inside the string can be chosen to reinforce the content. Cellular organic shapes might support some stories better, while geometric patterns might chime better with others. 


Add meaning 
Strings can also be used as a simple illustration style, where instead of a string being used to highlight a subject, it is used as a subject itself. 



Watch this brief explanatory video to see how to make best use of the strings generator.

Please note: to enjoy the full functionality of the strings generator, use the Google Chrome browser. Thank you!


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.


    Science is colorful and we are committed to a colorful future. This is also reflected in our brand.

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

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    Cells are the foundation of a distinctive layout, upon which other elements can be placed.

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