Milli-Q® Brand Expression

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These Brand Expression guidelines provide guidance on how to express the Brand Building Blocks. It is essential that any communication is infused with the essence of the Milli-Q® brand. This section will help you develop communications that are on brand, with practical tools to help you assess and check your approach, as well as showing you some key examples.

Our brand triangle

The Milli-Q® brand triangle is an important guide for developing and evaluating how ‘on brand’ a piece of communication is in terms of expression. It helps you consider whether your communication (campaign idea or tactical materials) is staying true to the brand and therefore building stronger connections with our customers, as well as other brands. By doing this, we create synergy and cohesion across products within a portfolio, as well as between these products and the overarching brand itself, thereby building stronger connections with our customers and driving business value. The brand triangle uses the positioning/essence, personality/tone of voice and messaging together as an overall measure of being on brand.

As you will see in the messaging part, we have created a key message map, with a phased approach. Ideally, you should use every key message relevant to the roll-out time period specified, but this may not be feasible due to space constraints. So, please consider the intent behind your communication and choose the message(s) and/or proof point(s) that you feel best support and strengthen your overall communication for that specific time period. You should ensure that every communication contains at least one message and/or proof point. If appropriate you can use the message and/or proof point verbatim, but you have the freedom to make adjustments to ensure it integrates seamlessly into any copy, without changing the original intent.

When looking at a piece of communication, use the brand triangle to answer the following questions:

  • Personality / Tone of voice
Does the communication feel like it has come from an ‘honest ally’ with a committed and focused tone that feels trustworthy and dependable, and welcoming and warm?
  • Positioning / Essence
Does the communication convey our empowering focus on water through our offer of hardware, consumables and/or service (i.e. purifies for purpose)?
  • Messaging
    Does the communication contain at least one relevant Milli-Q® brand key message and/or proof point that is being communicated at this point in time.


Our Portfolio brand Filter

The Milli-Q® brand filter expands on the three points in the brand triangle and it also allows you to sense check against the qualities the Milli-Q® brand should and should not convey in both copy and visuals.

On Brand

  • Purposeful in everything we do, with a committed and focused voice
  • Empowering customers to focus on what matters
  • Dedicated and responsive
  • Thinks holistically about what customers need from their lab water
  • Communicates with a trustworthy and dependable tone
  • Values quality and consistency
  • Comes across as welcoming and warm

Off Brand

  • Focuses solely on product features, without connecting them to meaningful functional and emotional benefits
  • Lacks a link to the support and people behind Milli-Q® products
  • Feels impersonal and overly corporate


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 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 general information for creating deliverables for outside U.S. and Canada there.


    Our brand is our most important asset. With our unique and vibrant brand design, we differentiate ourselves positively from our competition.

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    With a portfolio of six brands, our mission is to solve the toughest problems in life science by collaborating with the global scientific community.

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    Life Science print and online executions involving products and services from more than one portfolio brand.

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