The Supelco® Brand

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Welcome to the Supelco® portfolio brand pages. Here you can find guidance on delivering every aspect of our brand.

Every brand is made up of a mixture of elements, ranging from the abstract (e.g. personality, essence, tone of voice and conceptual expression) to the functional (e.g. logo, colors, branding elements). These elements all play a vital role in building brands that create trust and loyalty with our customers.

If we think of a brand as a person, what makes that person individual is what they stand for (their purpose), the way they communicate and the way they appear. We must make sure each of these characteristics appear in our brands. This includes everything you need to know to ensure every communication truly reflects the Supelco® brand.

Our Customers’ world

In order to build a successful brand, we first need to understand who we need to convince and excite. Supelco® Analytical Products are widely used in the pharmaceutical, environmental, food and beverage, clinical-diagnostic settings and various other industries where lab testing is needed. While a local procurement department typically identifies a number of key suppliers to choose from, lab managers and analytical chemists ultimately select a product.

So why do they choose the Supelco® brand?

Supelco® Analytical Products are designed for purpose by analytical chemists, for analytical chemists, giving our customers the reassurance that their results will be reliable and reproducible. Every Supelco® product is vetted and re-vetted to meet the strictest quality-control processes and we work directly with customers to troubleshoot, verify and recommend products for specific applications.

Want to find out more about our customers? Watch the Supelco® brand mini film.

QC Lab Manager (a. k. a. The Validator)
Meet Ron. He has to ensure results are always accurate, so he needs reliability and reproducibility from the products he uses. Ron needs confidence in his vendor’s technical expertise, his materials and his lab’s ability to perform. He needs an attentive and responsive supplier who is reliable and can quickly and effectively troubleshoot issues.

What does the Supelco® brand bring to his world?
Precision, accuracy and reliability, every time.

Procurement Manager (a. k. a. The Negotiator)
Meet Jill. Price, quality and delivery are very important to her. Jill needs clear, detailed product specifications and needs to be alerted of any changes. She also needs to track orders for multiple, simultaneous projects.

What does the Supelco® brand bring to her world?
The trusted resource.


For customers who demand accurate analytical results. The Supelco® Brand is the most trusted resource of analytical products. That delivers absolute assurance. Because:

  • We offer a comprehensive portfolio of highly reliable and consistent products for stringent analytical and testing applications
  • Our products and services, developed by analytical chemists for analytical chemists, are designed to work as part of your specific application;
  • Our products are easy to use, easily accessible and delivered on time to ensure efficiency and cost effectiveness in your labs.

The Supelco® brand essence is absolute assurance.

OUR Elevator Sell

We convey assurance through our accuracy, precision and reliability.
Consistently explaining who we are and what we stand for helps to build understanding with all audiences. Our elevator sell is one tool we can use to do this. You can edit the language depending on the context, but keep the idea the same.

“We know only the most reliable analytical products will do. That’s why we offer the Supelco® portfolio of analytical products. Whatever your needs, our portfolio is always fit for purpose, ensuring your results are accurate, precise and reproducible, and your systems fully certified. Our comprehensive portfolio, developed by analytical chemists, for analytical chemists, covers a broad range of analytical solutions and every product is meticulously quality controlled to maintain the integrity of your testing protocols. And with Supelco® scientists dedicated to your analytical applications, the expertise you need is always on hand.”

Or if you need a shorter version:

“The Supelco® portfolio of analytical solutions is developed by analytical chemists for analytical chemists to ensure your results are accurate, precise and reproducible. Every product is meticulously quality-controlled to maintain the integrity of your testing protocols and, with our dedicated scientists, the expertise you need is always on hand.”

Our Personality

We help them hear assurance through our focus.
The personality of the Supelco® brand is that of a quality specialist. This means that we are focused on providing accurate, dependable products that give our customers the absolute reliability and reproducibility they demand.

That means speaking in a tone of voice that is:

  • Intelligent and precise
Making sure everything we communicate is 110% accurate for this detail-oriented audience
  • Trustworthy and reliable 
    Being true to our customers’ needs and avoiding corporate jargon
  • Dependable and consistent
    Showing empathy for customer challenges and aspirations

How do we ensure we speak consistently?

See corporate tone of voice.


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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