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Web banners being displayed on external sites have different considerations and requirements. Along with the following considerations, the most common limitations that you may encounter are physical size (pixel dimensions) and file size. It can be tricky to adjust an existing design to fit the often drastically different sizes and often very small space.

Hosting sites and vendors often have required specifications for images provided to them. If these specs are not required, banners should be:

  • Image optimized for web
  • Less than or equal to 40kb in file size
  • File formats usually JPG, PNG or GIF

Ultimately it is best to minimize the file size as much as possible without sacrificing visual quality.



AbouT our Logo

Due to the often very limited space available on web banners, the only required branding element is our logo. While not always required, often times it is necessary to create one version for the U.S. and Canada and one for the rest of the world. This can be influenced by factors including the intended audience and circumstances surrounding the displaying site’s ability to geo target. When requesting a web banner, if you are unsure of which version, or if both versions are needed, it is strongly advised that you discuss the placement with a representative from our legal department. Rules of usage of our logos can be found here. In addition both logos should meet the following requirements:

  • The logo should be displayed in one of either the “rich” or “vibrant” colors from our palette.
  • The height of the “M” in either logo should be aminimum of 16px tall.
  • The logo should be placed top right corner or centred at the top in exceptional cases.

There may be occasions where an exception to this rule may be necessary.

Text Considerations

Banner text can include:


  • Usually included in the M font and can span one or multiple lines (space permitting)
  • Often the headline used in a campaign or messaging relevant to the banner’s subject
  • Should follow the brand’s “Big. Bold. Brief.” writing style and tone of voice

Supporting Headline

  • Included in Verdana or Verdana Pro at a smaller font size than the headline
  • Should be a concise supporting statement or a continuation of a longer headline if necessary

Sub text

  • Included only if sufficient room is available
  • Also included in Verdana or Verdana Pro at a smaller font size than either headline

Design and Visual Considerations

Besides the logo, other elements can include:

Primary Image

  • Should meet brand visual requirements
  • If multiple sizes are needed, avoid selecting or using images that only work in a particular shape area (such as a tall, thin image, or a short, wide image)

Brand Visual Elements

  • Can include the Vibrant M as our global identifier
  • Can include cell shapes or strings
  • They can be used as the feature visual or as a background
  • Can serve purposes like framing closely cropped images or acting as a containing area for text


  • Most banners should include a primary call to action (CTA). It usually takes the form of a button, but can be included as a part of the text.
  • Button shape should be one flat solid color, no outlining stroke, shadow, gradients, etc. text in Verdana Bold
  • Text should be very brief and should direct or inspire an effect (i.e. “Learn More”, “Register Now”)

Size Variations

Since a family of banners meant to show the same content can often drastically differ in both size and shape, it can be necessary to handle one version slightly different than the next.


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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    Our target group is also online, so we are too. We help you to choose the right advertising tool to address your audience.

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