Multiple Portfolio Brandmarks

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INTRODUCTION

The purpose of this brand expression guidance is to ensure the successful joint presentation of various portfolio brands. It is essential that any communication is created with the appropriate weighting, composition and colors of the brands which are involved. Therefore, this guideline will take you through the guiding principles for developing communications that are on brand, with practical tools to help you assess and check your approach, as well as showing you some key examples of communications for your reference.

BEST PRACTICES

Colorway legibility issues

Each portfolio brand has been assigned a lead color, accounting for six of the 12 colors in the MilliporeSigma corporate palette. The remaining colors from the palette, when used as background colors, can cause some contrast and legibility issues for BioReliance® and Millipore®. Please note that the secondary colorway solution should only be used in these very specific circumstances. The correct portfolio brand logos should always be used wherever possible.

Positioning

Product, Portfolio Brand, and Company Brand Hierarchy.

We have developed a design and branding strategy to account for:

  • A product/product range communication in the context of the business sector brand and the respective portfolio brand
  • A portfolio brand communication in the context of the business sector brand

... with a view to finding the right balance between the brand levels.

This strategy will allow us to:

  • Leverage the endorsement from our company as a way to build trust
  • While capitalizing on – and strengthening – our portfolio brands
  • Providing the flexibility to communicate (new) product information

The key is to:

  • Identify the hero of the communication, i.e. portfolio brand or product/product range and ensure it gets 70% of the space allocation,
  • Dedicate the remaining 30% to the endorsing brands that are our company brand and the respective portfolio brands.

SIZE AND POSITION

Always position the brandmarks at the bottom of a page and either left or right to visually balance the composition. The company logo should ideally be placed on the top right (or left) hand side of the page. For further guidance on sizing, placement and clear space area, refer to logos.

Equally weighted brands

For collateral having equally weighted portfolio brands, the portfolio brand logos should be sized at 100% of the company brand. See below.

If all brandmarks feature with equal prominence, then size them equally to 100% baseline size. The height of the ‘M’ of Millipore® is the same as the ‘M’ of the corporate logo. All brandmarks are the same size (100%) and match the size of our logo.

List portfolio brandmarks, from left to right, in order of prominence in the piece. For brands that are equally weighted brand in the piece, list them in order of appearance in the collateral.

ONE DOMINANT PORTFOLIO BRAND

A dominant brand is defined as when a majority of the products/services in the piece that fall under one, or potentially two, portfolio brand(s). For collateral containing multiple portfolio brands where one, or potentially two, of the brands is dominant, the dominant portfolio brand logo(s) is sized at 130% of the “M” in our company logo. Secondary portfolio brands logos are sized at 100% of the height of the “M” in our company logo. See below for guidance on position, sizing and clear space. In the example below, the dominant brandmark is increased to 130% the character height of the company logo, while the secondary brandmarks remain at 100% baseline size.

Where there is a dominant brand(s), list portfolio brandmarks, from left to right, in order of prominence as featured in the collateral. For equally weighted brands, list portfolio brandmarks, from left to right, in order of appearance in the collateral.

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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