LIFE SCIENCE MOVING IMAGES

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OVERVIEW

We are increasingly utilizing videos to communicate both inside and outside our company. A consistent video style is particularly important because it enables more effective brand communications across all channels. We will outline the moving images guidance for specific Life Science portfolio branding needs. For general information see our corporate moving images guidance

pHast™ Pack, Sigma-Aldrich®

Bio4C™ Orchestrator Software, Millipore®

Food & beverage safety, Millipore®

Milliflex Oasis® System, Millipore®

CORPORATE LEVEL

Please note, this Life Science portfolio branding moving images guidance must be used in conjunction with our corporate branding moving images guidance. In all cases, corporate branding guidances must be adhered to. These guidelines can be found here.

Our unique and vibrant brand is one of our most important assets.

Our brand shows what we stand for and what we offer our patients, customers, partners, as well as future employees. It differentiates us positively from our competition. With our unique brand design and our tone of voice, we can tell the world who we are: curious minds dedicated to human progress.

For the design of our brand, we were inspired by our core business – the endlessly fascinating world under the microscope. The different shapes and colors are the basis for our brand’s look. All together these elements express our visual identity. This guidance is a supplement to our design basics and the specific application of our brand identity for our portfolio brands. Business-specific design elements are explained on this page.

OUR CHALLENGE

Following the portfolio branding within our Life Science business, there is a need to provide guidance on how to incorporate the portfolio brands in videos. Specifically guidelines are needed for:

  • Videos highlighting one or more products/services that belong to one portfolio brand,
  • Videos highlighting products/services coming from more than one portfolio brand. Segment marketing videos typically fall into this category.

Reasons for this guidance are to ensure we:

  • Capitalize and build on the existing equity of our portfolio brands
  • Provide a framework to drive awareness of specific products in the context of their respective portfolio brand and the business sector brand (MilliporeSigma in the U.S. and Canada)
  • Continue to establish a strong business sector brand, globally

We provide guidance on how to execute the video branding elements to meet the requirements outlined above. For an explanation of the rationale behind the visual identity and tone of voice, refer to the individual portfolio brand books.

INTERNATIONALITY

Regardless of the country where you are producing the video and its original language, you must always provide an English version as well (unless the film happens to be in English already). This ensures that the material can be used internationally.

To produce an English version, it is quickest and most cost effective to prepare a second version of the original video with English subtitles. Another option is to dub the film. To enhance the quality of segments involving professional speakers, we recommend recording a new soundtrack with an English-speaking voice artist.


START AND END FRAMES

Animated Start And End Frames (Originator)
Always begin and end with originator. When developing the video content, it is important to clearly show the company and portfolio brand logos. To this end, we have provided official animated logo options that are never to be altered or added to in any way. They are to be used as is, without the addition of sound effects, music, graphics, text or animation.

If a special situation involving the use of animated logos arises, for example, naming convention questions, please contact trademark@emdgroup.com. The official animated logos are positioned at the beginning and/or end of the film as start/end frames. It is recommended to use both intro and outro unless there is a special circumstance that prevents this.

Social Media Exception

Due to the abbreviated nature of social media content, portfolio brand intro videos are replaced by a single portfolio brand cell shape in primary portfolio brand color*, along with the appropriate brand logo. The end frame (outro) animation is still required.

*Note: If the background of the opening frame of social media posting matches the primary portfolio brand color than the cell shape can be omitted and only the portfolio brand logo can be used.

PORTFOLIO BRANDS START AND END FRAME ANIMATION

Corporate Branding Guidance

Please note, this Life Science portfolio branding moving images guidance must be used in conjunction with our corporate branding moving images guidance. In all cases, corporate branding guidances must be adhered to. These guidelines can be found here.

Millipore® start frame

Sigma-Aldrich® start frame

SAFC® start frame

Supelco® start frame

Milli-Q® start frame

BioReliance® start frame

Millipore® end frame

Sigma-Aldrich® end frame

SAFC® end frame

Supelco® end frame

Milli-Q® end frame

BioReliance® end frame

Multiple Portfolio brands

Start and end frame animations for videos that cite multiple portfolio brands

Use corporate video start and end frames when products and services featured in the video come from multiple portfolio brands. For more information see brand idents.


LOWER THIRDS

Lower thirds For Portfolio Brands

Important Information
Lower thirds help present important information in a concise format. If the information concerns individuals, we apply the two line rule: While the headline shall contain their name, the subline of the lower third shall feature a brief blurb on their function. Although the subline may take up to two lines, try to keep it to a single line. Don’t use a subline if the lower third features general information.

A Real Eye-Catcher
In terms of shape, the design of the lower third is flexible provided that it is encapsulated by a clearly defined portfolio brand cell. In general, you must use this same portfolio brand cell throughout the entire video.

For marketing videos featuring multiple products or services from the same portfolio brand, use the appropriate cell type related to that brand throughout the video.
For marketing videos which highlight (or cameo) products/services from multiple portfolio brands, you should use the cell type for each of the individual portfolio brands related to the video content described or shown in the video. Please see examples of this in the two frames below.

Once you have determined whether your video will contain one or more portfolio brands, you can set up the headline and subline. The content type size is determined automatically by the length of the headline/subline.

Cells

Cells Provide Structure

In videos, our cells are employed primarily as a background for writing. For more information, see also the guidance provided under lower thirds. However, our cells can also be inserted as part of the backdrop within a live action shot.

Cells can furthermore be employed in videos as a graphic element within the motion design. If used in this way, the cells are never static, with the animation contributing to their vibrant character. Please make sure that cells are not utilized as a purely decorative element, but rather serve a clearly defined purpose. Cells help organize and structure content. When animated, they must never seem “frazzled”.

Cells Are Not Simply A Background

Since our cells, by their nature, always serve to organize and structure content, they are never to be utilized as a purely decorative background element. If the cell cannot be assigned a function, then use a monochromatic background instead.

Cell Types Never Mix – Stick With Cell Type Throughout 

Only one type of cells are to be used in any given video. Take special note of this for start and end frames. Depending of the version of animated logo you choose here, all cells must be adapted to match the cell type of the animated logo in the start and end frames. In general, you must adhere to the applicable guidelines when using cells. For more general information see cells.

Exceptions

One exception to the restriction of using only one cell type in your video is when multiple portfolio brands appear within the same video. During these sequences, additional cell shapes relevant to the portfolios highlighted in the videos may be used as a matter of course.

Do
Cells can be used to help organize and structure content.

Do
Different cell shapes may be shown at different times during video but never simultaneously.

Don’t
Cells are never to be utilized as a purely decorative background element (Milli-Q® example shown).

Don’t
Different cell shapes are never to be shown simultaneously.

Don’t
For Life Science level videos and videos representing more than one portfolio brand, only one of our five types of corporate cell shapes are to be used in any given video. This provides harmony and consistency to the graphical elements.

Strings

Portfolio Brands Limited Use Warning

Our brand guidances restrict the mixing of cells and strings in a design. Since portfolio branding utilizes cell shapes and colors, use of strings should generally be avoided. However, there may be circumstances where the use of strings is necessary and may be permitted in these limited cases. For general information, see strings.


VIDEO CATEGORIES

Marketing

  • Product/service related videos
  • Product/service related presentation or webinar
  • Videos highlighting capabilities

Technical

  • “How to” videos
  • Product or process related proof points
  • Product or process demonstrations
  • Customer case studies

Poster/Webinar

  • Scientific/thought leadership pieces
  • Scientific posters and best practices

MAKE CONTACT

Visit the Portfolio Branding & Strategy EVA Room for more information, or e-mail lifesciencebranding@emdgroup.com.

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 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.

  • DESIGN BASICS

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

    Learn more
  • LIFE SCIENCE

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

    Learn more
  • MOVING IMAGES

    We are increasingly utilizing moving images to communicate both inside and outside our company.

    Learn more

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