Explore the AEM Showroom

The AEM Showroom is published by Corporate Communications, complementing the relaunch of www.emdgroup.com. It features detailed information on handling the brand and brand identity when working on digital services that fall under official brand communications. These guidelines, while rooted in the same brand principles, serve a different purpose than the Liquid Design System of Merck KGaA, Darmstadt, Germany. The Liquid Design System has been created by the User Experience Strategy & Design unit, part of the Chief Digital Organization at Merck KGaA, Darmstadt, Germany, in order to establish a unified and high quality look and feel of digital app products that are being developed at and for our company. The corporate website of Merck KGaA, Darmstadt, Germany (emdgroup.com in the US/Canada) was rebuilt in 2016 with the following goals:

  • One consistent Merck KGaA, Darmstadt, Germany Web Presence (instead of the fragmentation we have historically caused) with a navigation logic consistently defined by the needs of our target groups (instead of internal structures).
  • A storytelling content approach targeted at attracting and engaging our audience from entry to action (instead of an inside-out display of information).
  • A technology backbone on AEM allowing for fast and effective adaption to changes in information, orientation, and decision patterns.
Unsure which digital guideline to use?

Try our short quiz and find out which guideline matches the purpose of your digital project best.

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Question 1

How would you describe the purpose of your digital project?

How will users access your project?

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Result
For these kinds of projects, please follow our web- and microsite guidelines.
Web- & Microsites Explore the AEM Showroom and how to handle the brand and brand identity when working on digital services. VIEW GUIDELINE
For these kinds of projects, please follow our social media guidelines.
Social Media Guiding you through the jungle of social media, its specifications and building assets to use in each channel.  VIEW GUIDELINE
For further information, please refer to this guideline:
Presentations We provide you with practical tips on how to create and use your presentation. VIEW GUIDELINE
This guideline will be available on our Hub soon. In the meantime, you can find more information here:
Software & Apps Create and develop digital products for mobile phones, tablets, desktop computers, virtual reality and augmented reality enabling devices. VIEW PAGE
This guideline will be available on our Hub soon. In the meantime, you can find more information here:
Software & Apps Create and develop digital products for mobile phones, tablets, desktop computers, virtual reality and augmented reality enabling devices. VIEW PAGE
  • COMPONENTS

    Components are the elements/modules used to display content and enable site functionality on pages.

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  • TEMPLATES

    Explore the EXPAND template library with a filterable and searchable listing.

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  • NARRATIVE

    Our narrative captures the true essence of Merck in words. Its purpose? To help us tell our story.

    Learn more

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