Multiple Portfolio Brands

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introduction

Our Life Science business has been re-shaped to comprise six truly exciting portfolio brands: Millipore®, Sigma-Aldrich®, SAFC®, Supelco®, Milli-Q®, and BioReliance®. Collectively, they represent over 300,000 products and services, and support over 1 million customers. These guidelines include examples and provide guidance for print and online executions involving products and services from more than one portfolio brand. For Life Science videos please see Life Science Moving Images.

What portfolio branding style should be used?

Use this decision tree to determine the required portfolio brand design style.

Start
Question 1

Is portfolio branding required? Are portfolio brand relevant products/product groups, services or capabilities called out in the collateral?

Is there a strong/significant presence of products and services in the piece coming from three or more portfolio brands?

Is the product/service content clearly sectioned by portfolio brand?

Is there clearly a dominant brand? Do the majority of the products/services addressed in the piece belong to one portfolio brand?

Is the product/service content clearly sectioned by portfolio brand?

Is the product/service content clearly sectioned by portfolio brand?

Next Step
Result
Please have a look to the following guidance, it might work best for you:
Pathway 3 + Design Rule C Multiple brands with 3 or more strongly represented portfolio brands and where portfolio brand product/service content is separated by page. VIEW DETAILS
Please have a look to the following guidance, it might work best for you:
Pathway 3 + Design Rule D Multiple brands with 3 or more strongly represented portfolio brands and where portfolio brand product/ service content is intermingled. VIEW DETAILS
Please have a look to the following guidance, it might work best for you:
Pathway 1 + Design Rule A Multiple brands with one strongly represented portfolio brand and secondary portfolio brand content. VIEW DETAILS
Please have a look to the following guidance, it might work best for you:
Pathway 1 + Design Rule B Multiple brands with one strongly represented portfolio brand where content from secondary portfolio brand(s) is intermingled. VIEW DETAILS
Please have a look to the following guidance, it might work best for you:
Pathway 2 + Design Rule A Multiple brands with two strongly represented portfolio brands where portfolio brand product/service content is separated by page. VIEW DETAILS
Please have a look to the following guidance, it might work best for you:
Pathway 2 + Design Rule B Multiple brands with two strongly represented portfolio brand where content from secondary portfolio brand(s) is intermingled. VIEW DETAILS
For a portfolio brand “neutral” template, please refer to the following design guidance:
Our Design Basics Our brand is one of Merck’s most important assets. With our unique and vibrant brand design, we differentiate ourselves positively from our competition. VIEW DETAILS

Our Portfolio Brands

When is portfolio branding required?

In rare cases will portfolio branding be omitted from Life Science collateral. Certain high level marketing collateral which do not explicitly highlight specific products or services must default to a portfolio brand ”neutral” template. Refer to the design basics for design guidance.

How we speak

We build strong, close and lasting relationships through open dialogue. We’re full of ideas and have many stories to tell. A considered use of words is fundamental in creating a brand that’s distinctive, relevant and emotionally engaging. What we say and how we say it matters.

Our verbal identity complements our visual identity. Effective use of language makes us memorable and enables us to stand out from our competition. Consistent verbal and written expression builds familiarity, trust and credibility. It’s part of how we build relationships. Our brand identity is exciting and dynamic. When we can’t be visual in our expression, such as on social platforms, press releases and e-mails, the use of a unique language and written style can be a powerful vehicle for our brand personality. Whatever the subject, our personality and tone of voice should be conveyed in how we speak.

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
  • 3RD-PARTY CO-BRANDING

    How to place and size 3rd-party logos in relation to our corporate branding or portfolio brandmarks so that the brand hierarchy is both balanced and correct.

    Learn more

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