Our Brand Identity

Our Brand system

Online applications tend to occupy less space and are scanned over more quickly than offline applications. For this reason, we’ve applied a different set of rules to online and offline applications.

We use the DSM simplified logo (1) for online applications; with the DSM brand promise (2) taking on a more active role by being displayed in the key visual on the page.

For offline applications, the DSM master logo lockup (3) is used, which incorporates the DSM brand promise.

The DSM Activity Descriptor (4) should be used on all online and offline applications if space allows (eg for online banners or social media memes where space may be limited).

Brand elements, templates and components

Our core visual brand elements represent the cornerstone of DSM’s visual identity. They include the DSM logo, the DSM brand promise, the visual device and other elements like typefaces, colors, and imagery.

We’re now using these visual brand elements to build templates for digital and printed applications: they provide a solid starting point in helping you apply our DSM brand identity the right way.

You’ll also find that a new set of stationery templates is now available; as well as several templates for printed applications like posters, advertising and brochures. For digital applications we’re building a digital component library.

And we also offer you templates for PowerPoint presentations and Word.

Remember to check the DSM brand center regularly for new templates.

Our core visual brand elements

When we apply the core visual brand elements the right way, we depict a company that’s courageous, caring and collaborative – and one that makes a positive difference in people’s lives.

1. The DSM logo
   The DSM master logo and the DSM simplified logo are the flagships of our company.
2. The DSM logo lockup
   Consists of two elements; the DSM simplified logo and a white panel with a fixed shape, position and proportion.
3. The DSM brand promise
   Summarizes what we do.
4. Our communications platform
   The starting point headline for what we tell the world.
5. DSM typefaces
   The typefaces we use for all our online and offline communications.
6. The DSM visual device
   Our multi- and single-color devices, are used where there are no suitable images available or required.
7. Photography
   Our photography style and layers.
8. Colors and gradients
   Because brighter lives are so important to us we make our color palette as bright as possible wherever we can. 
9. The DSM activity descriptor
   Forms part of the DSM corporate signature.

Layout structures

Portrait and landscape applications have the same basic layout structure with a few subtle differences, depending on whether they are online or offline.

Headlines should be set in Fira Sans Medium unless a heavier or lighter weight would look aesthetically better.

Offline applications

The DSM master logo lockup and DSM activity descriptor should be positioned in one of three ways:

1. DSM activity descriptor in white in the lower left corner of the application, horizontally aligned with the DSM brand promise underneath the DSM master logo lockup on the right.
2. DSM activity descriptor in blue in the lower left corner of the application and the DSM master logo lockup and DSM activity descriptor positioned on the right but not aligned. The vertical gap between the DSM activity descriptor and DSM master logo lockup is flexible and dependent upon the content used in the white area.
3. DSM activity descriptor in white in the lower left corner of the application and the DSM master logo lockup and DSM activity descriptor positioned in the top right.

Online applications

For online applications (online banners, website, social media memes etc.) the DSM simplified logo lockup without the DSM activity descriptor should be used. Furthermore, you can omit the DSM brand promise if space is restricted. 

Brand elements for DSM product brands

DSM product brands are crucial proof points of what our company stands for. Which is why they feature all the core visual brand elements of our visual identity (typefaces, colors, photography and the visual device).

While our product brands each have their own individually crafted logo, there’s always room for the DSM logo and DSM brand promise – to clarify who’s communicating (and why). To create a distinctive look for your product brand simply choose from the color palette and family of visual devices (look right).

1. In PowerPoint presentations, position the product brand logo on the bottom left, always combined with the DSM logo lockup that appears on each slide. The end-slide should always feature the DSM logo lockup and DSM brand promise.
2. On social media (for example, a carousel), the DSM logo lockup is always prominent on the opening and closing image.
3. For websites, always position the product brand logo in the header, with the DSM logo in the footer (5).
4. We always apply the DSM logo to the purpose content block that now features on our websites (5).

A few words on tone of voice

The same brand personality characteristics that inform our visual identity (courageous, caring and collaborative) also drive our verbal identity.

Our verbal identity covers not just what we say (and write) as DSM, but also how we say it – otherwise known as our tone of voice. Our brand communications should have a distinctive style that sets us apart from our competitors and engages our audience.

If you’d like to know more about this we urge you to download our new (abridged) writing guide, where we explain the basics of good writing;

• How to apply this to the web.
• How to integrate our brand story into your writing.
• Practical tips and examples on how to get your creative juices flowing.

To discover more, check out the DSM Writing Guide and the DSM Financial Terminology Guide.

In the meantime, our verbal identity is:

Courageous: not being afraid to make statements that get people thinking; get our message across clearly and succinctly; and demonstrate our leadership (provided we can support them with facts and proof).

Caring: tapping into the emotional side of our brand to write in a human way (after all, people want to feel they are communicating with a human being, not a corporation); as well as makinga strong connection between our business and how it benefits people and our wider world.

Collaborative: broadening our story beyond DSM to include relevant information and views from all kinds of stakeholders – from our customers, to NGOs. After all, we cannot create brighter lives for all on our own.