SAFC® Brand Expression

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The purpose of these Brand Expression guidelines is to give guidance on how to express the Brand Building Blocks. It is essential that any communication is infused with the essence of the SAFC® brand. These guidelines 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 infused with the SAFC® brand for your reference.

Our brand triangle

The SAFC® brand triangle is an important guide for developing and evaluating how ‘on brand’ a piece of communication is in terms of expression. It helps you consider whether your communication (campaign idea or tactical materials) is staying true to the brand and therefore building stronger connections with our customers, as well as the other brands. By doing this, we create synergy and cohesion across products within a portfolio, as well as between these products and the overarching brand itself, thereby building stronger connections with our customers and driving business value. The brand triangle uses the positioning/essence, personality/tone of voice and messaging together as an overall measure of being on brand.

Please consider the intent behind your communication and choose the message(s) and/or proof point(s) that you feel best support and strengthen your overall communication.

When looking at a piece of communication, use the brand triangle to answer the follow ing questions:

  • Personality / Tone of Voice
    Does the communication feel like it has come from an ‘accommodating expert’ with a knowledgeable and assuring tone that feels clear and consistent, and approachable and collaborative?
  • Positioning / Essence
Does the communication convey that the SAFC® brand is the trusted raw material and regulatory expert that provides a broad portfolio of standard or customized raw material solutions tailored to meet the client’s unique needs (i.e. exacting performance)?
  • Messaging
Does the communication contain at least one relevant SAFC® brand key message and/or proof point that is being communicated at this point in time?

Our Portfolio Brand Filter

The SAFC® brand filter expands on the three points in the brand triangle and it also allows you to sense check against the qualities the SAFC® brand should and should not convey in both copy and visuals.

On Brand

  • Speaks clearly and consistently
  • Feels approachable and collaborative
  • Feels tailored and customized
  • Comes across as knowledgeable and assured
  • Seeks a deeper understanding of customer requirements
  • Is transparent and flexible
  • An experienced expert who supports and guides

Off Brand

  • Feels impersonal and aloof
  • Speaks as a detached expert
  • Offers products without sharing the expert guidance to meet exact requirements


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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    Life Science print and online executions involving products and services from more than one portfolio brand.

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