Multiple Brands Implementation Requirements

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Introduction

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 refer to Life Science Moving Images.

These guidelines are invoked whenever marketing collateral references specific products, services, or capabilities that fall under more than one portfolio brand. In these cases, the relevant portfolio brands must be referenced in the collateral. This guideline addresses promoting multiple portfolio brands under an overarching message combined with messaging specific to each portfolio brand.

Decision Tree

What branding style should be used?

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

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

Selecting the correct Portfolio Branding style

  • Pathway 1 + Design Rule A

    Multiple brands with one strongly represented portfolio brand and portfolio brand content is separated by page or section.
  • Pathway 1 + Design Rule B
    
Multiple brands with one strongly represented portfolio brand where content from secondary portfolio brand(s) is intermingled.
  • Pathway 2 + Design Rule A

    Multiple brands with two strongly represented portfolio brands where portfolio brand product/service content is separated by page.
  • Pathway 2 + Design Rule B

    Multiple brands with two strongly represented portfolio brands and portfolio brand product/service content is intermingled.
  • 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.
  • Pathway 3 + Design Rule D
    
Multiple brands with 3 or more strongly represented portfolio brands and where portfolio brand product/ service content is intermingled.
  • Pathway 3 + Design Rule D Alternative

    Multiple portfolio brands where product/service content is intermingled and densely concentrated.

MULTIPLE BRANDS IMPLEMENTATION REQUIREMENTS

Boilerplate text

To ensure we clearly communicate the structure of our portfolio brand family and what each portfolio brand offers, include the relevant portfolio brand logos, boilerplate text and associated mini portfolio brand cell shapes in the inside cover or second page of your printed or digital collateral.

Include the portfolio brand boilerplate text for each of the brands that are represented in your collateral. Any brands not called out in the collateral do not need to be included in the boilerplate content. The intent of including them is to drive deeper understanding of the brands, their positioning and extended capabilities.

In all cases, the portfolio brand boilerplate text must introduce the portfolio brands and associate them as one of our portfolio brands. The introductory paragraph (see top of page) should be used whenever possible and only omitted if space is restricted. Below the boilerplate text, include a mini portfolio brand cell shape tagging key. This will set up a visual cue on the inside pages/slides where the related products are tagged.

IMPLEMENTATION EXAMPLES

The color of the boilerplate text may be black or the color of its associated portfolio logo. Shown here are some implementation examples.

BRAND REQUIREMENTS FOR CONTENT PAGES

Portfolio Brandmarks
Recommended for collateral where products/services from portfolio brands are clearly separated by page or section throughout the piece. Relevant portfolio brand logos and capability lines should be placed at the bottom of the page on either the left or right side.

Portfolio Brand Mini Cell Tagging

Required for collateral where products/services from portfolio brands are intermingled within the piece. Portfolio brand mini cell tags must be used each time a product or service is mentioned to identify with which portfolio brand the product/service is associated. Portfolio brand mini cell shapes and their legends create a visual link to help identify the portfolio brand to the products and services referenced in the collateral belong. The corresponding legend should be placed at the bottom of every other page. See Mini Cells for size requirements. On shorter pieces such as posters, banners and flyers, the tagging legend may be inserted into the body of the piece, close to the corresponding products, as shown in the two examples on this page.

Mini Cells

What are mini cells?

Mini cells are small-sized versions of the portfolio brand’s cell shapes to be used in collateral to show the association between the product or service described and its respective portfolio brand.

Sizing Of Mini Cell Shapes And Legends

Portfolio brand mini cell shapes should be sized to 150% of the height of the headline text and placed at the end of the subhead or text. When using mini cell tags in a key or legend, they should be sized to 200% of the height of the related text and precede the legend. Legend text size should match document’s body copy size for legibility.

For tables with multiple, closely concentrated products, you have the option of sizing the mini cell shapes at 150% of the text (rather than the subheads) and placing them either outside (see examples) or inside the cell, next to the text. Use these cell shapes and legends to tag portfolio brand products. You can download the mini cell shapes here.

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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