For any brand it’s important to keep looking forward; and for a science-based brand like ours, dedicated to creating a brighter future... it’s a must.
Our markets are more competitive than ever. If we want our voice to be heard above the noise it’s essential that our brand identity matches our ambition.
The following pages highlight the key elements of our visual identity; plus a summary of our verbal identity (which we’ll extend in future editions of this website).
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).
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.
Remember to check the DSM brand center regularly for new templates.
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.
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.
The DSM master logo lockup and DSM activity descriptor should be positioned in one of three ways:
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.
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).
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;
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.
Words send signals, and when you choose the right words (in the right order) they have the power to make people stop, think – and hopefully engage.
Here’s a brief example that shows how good writing can encapsulate the essence of our brand personality.
Looking for further guidance? We have revamped our DSM Writing Guide to be more concise, practical and relevant (in other words, following our own rules).
Another important reference is dsm.com, where you’ll get a good flavor of DSM’s tone of voice and writing style.
Finally… no matter what you write, always try and get a colleague (friend, family member, anyone!) to give your work a quick read; preferably a native speaker.