Vibrant M

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M IS OUR GLOBAL IDENTIFIER

We are a global organization with around 57,000 employees located in 66 countries operating and supporting three different business sectors.  All around the world, we are united with one strong visual branding and one identity.  Regardless of your location, industry, or business, you should always be experiencing our same brand personality and our same devotion to vibrant science and technology.  Our Vibrant M is a symbol for everything that unites us, a global identifier.  It truly embodies vibrant science and technology, because it is ground-breaking, intelligent, radiant and warm.  We use it globally because we want everyone to understand that they are experiencing vibrant science and technology from our company.

Vibrant M
Additional element used to signal membership of our corporation.

BEST PRACTICES

IS THIS ANOTHER LOGO?

The Vibrant M is not our main company logo. In every case, in every business, in every part of the world, we use our respective logos

The Vibrant M is an emblem of the entire global business of our corporation. It is a signifier of vibrant technology – it varies, is energetic, creative, and illustrative. While our business logos are always present, always consistent, and always treated formally, the Vibrant M is always different, and always treated creatively. 

Use of the Vibrant M is mandatory on relevant image materials, such as brochures, flyers, advertisements, videos, and websites. It has to be shown on the front or back of printed media, the landing page in digital media, and in the final image of a video. Regarding purely informational applications (data sheets, the inside of brochures, or apps), it may be left out if space is limited. For further details, see communications

Do not confuse the Vibrant M with any Initial M you might use in restrictive circumstances to stand in place of a logo at small sizes or restrictive print. 

Minimum height

The Vibrant M is at least three times the height of the letter M in the logo that is being used.
Please note that there is only a minimum size limit, the Vibrant M can be used creatively in many different ways.

M IS FOR MANY

We have many Vibrant Ms. In fact, we are constantly creating new ones to represent our vital and varied work which never stands still. 
Use different Vibrant Ms as often as possible, rather than stick to the same one out of preference. 

If you want to create a new Vibrant M, then make sure you contact Brand Design for approval: branding@emdgroup.com

All of the pre-approved Vibrant Ms are available from the Vibrant M Generator and the resources section below for you to choose from and recolor to fit your design. More will be available over time. 

M IS FOR MOVABLE

Vibrant science and technology never stand still.

While our logo has set positions it must be placed in, there are no such restrictions applied to the Vibrant M.  

Try to work the M into your design in an effective way. This might mean placing the M at the top, bottom, or center. It can also be very large, even larger than the page, meaning that it has to be cropped; as long as it is still recognizable as an M. 

Important:
The Vibrant M must occupy an important and appropriate position in each design. However, it should be placed as far away as possible from our company logo. 

In digital applications, it does not always need to be displayed in the header area. It can also appear in the footer area of a website, for example. 

M IS FOR MULTILAYERED

The Vibrant M does not have a clear protected area around it. In fact, we encourage interaction between the Vibrant M and other elements on a page. 

You can place the Vibrant M above or underneath another element. The M can encircle an object or an image of a person. It is okay to partially conceal the M, as long as it can reasonably be recognized by the visible part. 

You will find that layering the M with other elements is particularly necessary in order to ensure it can be used in large sizes in a design. 

Important:
We never limit the size of the Vibrant M just to fit it into a space. 

M IS FOR MATERIAL

Strings or cells? We have Vibrant Ms which are filled with cells, as well as ones which are made from a string outline. Both can be used throughout our identity.

Filled Ms are better at making an impact, whereas string-based Ms can appear more subtle.

Always use a filled M in any design where a string already appears, and a string-based M in any design where cell shapes are already used. This helps the Vibrant M to stand out (and avoids conflicts between the design elements). 

DON'TS

NOT SURE HOW TO USE OUR GENERATOR?

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

Please note: to enjoy the full functionality of the Vibrant M 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.

  • COLORS

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

    Learn more
  • TYPEFACE

    Our whole brand identity is evoked by our M-font, so using it properly is extremely important.

    Learn more
  • LOGOS

    Our logos are the heart of our brand. They should always be displayed as prominently as possible.

    Learn more

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